과학마케팅의 문제점: 핵심쟁점을 중심으로

강석후 ( Suk Hou Kang ) 한양대학교 경제연구소 1998 경제연구 Vol.19 No.2

혼성소비자의 인터넷 쇼핑몰 구매 저해요인에 관한 연구 - 온라인 정보탐색 / 오프라인 구매 소비자를 중심으로 : 혼성소비자의 인터넷 쇼핑몰 구매 저해요인에 관한 연구

강석후(Kang Suk Hou),한동석(Dong Seuk Han) 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

미국에서 Y세대라 불리는 18세~25세에 이르는 젊은 테크-세비족(tech savvy - 테크놀로지에 관심이 많고 능숙한 세대) 600명에게 실시된 최근 조사결과에 따르면, 40%가 온라인에서 상품에 대한 정보를 얻고, 물건을 구매할 때는 실제 매장에서 구매하는 것으로 밝혀졌다. 단지 9.3%만 온라인에서 상품주문을 끝낸다고 한다. 주로 어디에서 구매하느냐는 질문에, 거의 3/4이상이 온라인보다 실제 상점을 더 선호한다고 했다. 이에 본 연구는 인터넷 쇼핑몰의 구매저해 요인을 혼성소비자를 중심으로 살펴보고자 하며, 혼성소비자 집단이 인터넷 쇼핑몰들의 어떠한 문제점을 유의하게 인지하는 것인가에 초점이 맞추어져 있다. 구매저해 요인은 기존의 혼성소비자 연구, 전자상거래 장애요인 연구를 통하여 도출하였으며, 구매의도를 도출하는 연구모형을 참고하여 종속변수를 전자상거래 구매의도로 결정하였다. 모형을 검증하기 위해서 설문조사분석을 통해 온라인 정보탐색 / 오프라인 구매 소비자들에게 유의한 구매저해 요인들을 도출하고 관여도와 FLOW에 어떠한 영향을 주는지를 살펴보았다. 본 연구는 유의한 구매저해 요인들을 제시하게 되며, 본 요인들이 쇼핑몰들의 개선과제로써 활용되었을 때, 혼성소비자 중에서 온라인 정보탐색 / 오프라인 구매 소비자를 획득할 수 있을 것으로 기대된다. Even the most technological savvy of U.S. consumers - the 18 to 25 year olds of Generation Y - are not strictly cyber-consumers. A recent survey of more than 600 Gen-Y respondents (51 percent of whom had made online purchases in the past year) found that nearly 40 percent learned about the product online, but bought at a physical store, whereas only 9.3 percent began and ended their search online. When asked where they would prefer to shop, nearly three-quarters chose a store rather than online. So, This research attempts to find the barrier factors of purchase in internet shopping malls as hybrid consumer group who search information online and buy a product offline(at a store), and analyze that what problems are the conscious of hybrid consumer group on internet shopping malls. The barrier factors of purchase derived from studies on hybrid consumer and the barrier factors of purchase in internet shopping malls. Purchase intention on internet shopping - dependent variable - refers to as customer purchase intention. In order to investigate this research model, this research used questionnaires, and found out that most factors included in this research have significant effects the flow or involvement on online-search and offline-buying consumers. In this research, we hope these factors be used solving a problem of internet shopping malls. Furthermore, we hope to help a company to acquire online-search and offline-buying consumers for market segments.

소비자의 제품 지각 위험에 대한 기업연상과 효과: 지식과 관여의 조절적 역활을 중심으로

조현철,강석후,김진용,Cho, Hyun-Chul,Kang, Suk-Hou,Kim, Jin-Yong 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

Brown and Dacin (1997) have investigated the relationship between corporate associations and product evaluations. Their study focused on the effects of associations with a company's corporate ability (CA) and its corporate social responsibility (CSR) on consumers' product evaluations. Their study has found that both of CA and CSR influenced product evaluation but CA association has a stronger effect than CSR associations. Brown and Dacin (1997) have, however, claimed that there are few researches on how corporate association impacts product responses. Accordingly, some of researchers have found the variables to moderate or to mediate the relationship between the corporate association and the product responses. In particular, there has been existed a few of studies that tested the influence of the reputation on the product-relevant perceived risk, but the effects of two types of the corporate association on the product-relevant perceived risk were not identified so far. The primary goal of this article is to identify and empirically examine some variables to moderate the effects of CA association and CSR association on the perceived risk of the product. In this articles, we take the concept of the corporate associations that Brown and Dacin (1997) had proposed. CA association is those association related to the company's expertise in producing and delivering its outputs and CSR association reflected the organization's status and activities with respect to its perceived societal obligations. Also, this study defines the risk, which is the uncertainty or loss of the product and corporate that consumers have taken in a particular purchase decision or after having purchased. The risk is classified into product-relevant performance risk and financial risk. Performance risk is the possibility or the consequence of a product not functioning at some expected level and financial risk is the monetary loss one perceives to be incurring if a product does not function at some expected level. In relation to consumer's knowledge, expert consumers have much of the experiences or knowledge of the product in consumer position and novice consumers does not. The model tested in this article are shown in Figure 1. The model indicates that both of CA association and CSR association influence on performance risk and financial risk. In addition, the effects of CA and CSR are moderated by product category knowledge (product knowledge) and product category involvement (product involvement). In this study, the relationships between the corporate association and product-relevant perceived risk are hypothesized as the following form. For example, Hypothesis 1a($H_{1a}$) is represented that CA association has a positive influence on the performance risk of consumer. Also, the hypotheses that identified some variables to moderate the effects of two types of corporate association on the perceived risk of the product are laid down. One of the hypotheses of the interaction effect is Hypothesis 3a($H_{3a}$), it is described that consumer's knowledges of the product moderates the negative relationship between CA association and product-relevant performance risk. A field experiment was conducted in order to examine our model. The company tested was not real but imagined to meet the internal validity. Water purifiers were used for our study. Four scenarios have been developed and described as the imaginary company: Type A with both of superior CA and CSR, Type B with superior CSR and inferior CA, Type C with superior CA and inferior CSR, and Type D with both inferior of CA and CSR. The respondents of this study were classified into four groups. One type of four scenarios (Type A, B, C, or D) in its questionnaire was given to the respondent who filled out questions. Data were collected by means of a self-administered questionnaire to the respondents, chosen in convenience. A total of 300 respondents filled out the questionnaire but 207 were use

The Effect of Corporate Association on the Perceived Risk of the Product

조현철(Cho, Hyun-Chul),강석후(Suk-Hou Kang),김진용(Jin-Yong Kim) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

기업연상(corporate association)이 제품 평가(product responses)에 어떻게 영향을 미치는 가에 대한 연구가 부진하다는 Brown and Dacin(1997)의 문제 제기가 있은 후, 기업연상이 제품 판단에 미치는 영향과 과정에 대한 조절변수와 매개변수들을 파악하려는 연구가 진행되어 왔다. 본 연구에서는 기업연상의 두가지 유형인 CA(corporate ability) 연상과 CSR(corporate social responsibiliy) 연상이 성능과 재무위험에 미치는 영향력과 그 영향력을 조절하는 변수들을 조사하였다. 분석 결과에 의하면, 주효과(main effects)에 있어서는, 가설에서 기대한 바와 같이 CA 연상이 성능위험과 재무위험에 유의한 영향력을 갖는 것으로 나타난 반면, CSR 연상은 성능위험과 재무위험에 대해 유의한 영향력을 갖지 않는 것으로 나타났다. 조절변수로 인한 상호작용효과와 관련해서는, CA 연상이 성능위험과 재무위험에 미치는 주효과에 대해 조절변수로 인한 상호작용효과와 관련해서는, CA 연상이 성능위험과 재무위험에 미치는 주효과에 대해 제품범주 지식과 관여는 각각 유의한 조절효과를 나타내었다. 하지만, CSR 연상이 성능위험과 재무위험에 미치는 주효과에 대해서는 제품범주 지식과 관여의 조절효과는 나타나지 않았다. 이러한 연구 결과를 통하여 제품의 기능적인 속성에 대한 정보가 부족한 제품에 대해 소비자가 지각하는 위험을 감소시키기 위하여, 기업은 CSR 연상보다는 CA 연상에 대해 강조할 필요가 있다는 결론을 내리게 되었다. Brown and Dacin (1997) have investigated the relationship between corporate associations and product evaluations. Their study focused on the effects of associations with a company's corporate ability (CA) and it corporate social responsibility (CSR) on consumers' product evaluations. Their study has found that both of CA and CSR influenced product evaluation but CA association has a stronger effect than CSR associations. Brown and Dacin (1997) have, however, claimed that there are few researches on how corporate association impacts product responses. Accordingly, some of researchers have found the variables to moderate or to mediate the relationship between the corporate association and the product responses. In particular, there has been existed a few of studies that tested the influence of the reputation on the product-relevant perceived risk, but the effects of two types of the corporate association on the product-relevant perceived risk were not identified so far. The primary goal of this article is to identify and empirically examine some variables to moderate the effects of CA association and CSR association on the perceived risk of the product. In this articles, we take the concept of the corporate associations that Brown and Dacin (1997) had proposed. CA association is those association related to the company's expertise in producing and delivering its outputs and CSR association reflected the organization's status and activities with respect to its perceived societal obligations. Also, this study defines the risk, which is the uncertainty or loss of the product and corporate that consumers have taken in a particular purchase decision or after having purchased. The risk is classified into product-relevant performance risk and financial risk. Performance risk is the possibility or the consequence of a product not functioning at some expected level and financial risk is the monetary loss one perceives to be incurring if a product does not function at some experiences or knowledge of the product in consumer position and novice consumers does not. The model tested in this article are shown in Figure 1. The model indicates that both of CA association and CSR association influence on performance risk and financial risk. In addition, the effects of CA and CSR are moderated by product category knowledge(product knowledge) and product category involvement (product involvement). In this study, the relationships between the corporate association and product-relevant perceived risk are hypothesized as the following form. For example, Hypothesis la(H1a) is represented that CA association has a positive influence on the performance risk of consumer. Also, the hypotheses that identified some variables to moderate the effects of two types of corporate association on the perceived risk of the product are laid down. One of the hypotheses of the interaction effect is Hypothesis 3a(H3a), it is described that consumer's knowledges of the product moderates the negative relationship between CA association and product-relevant performance risk. A field experiment was conducted in order to examine our model. The company tested was not real but imagined to meet the internal validity. Water purifiers were used for our study. Four scenarios have been developed and described as the imaginary company: Type A with both of superior CA and CSR, Type B with superior CSR and inferior CA, Type C with superior CA and inferior CSR, and Type D with both inferior of CA and CSR. The respondents of this study were classified ingo four groups. One type of four scenarios (Type A, B, C, or D) in its questionnaire was given to the respondent who filled out questions. Data Were collected by means of a self-administered questionnaire to the respondents, chosen in convenience. A total of 300 respondents filled out the questionnaire but 207 were used for further analysis. Table 1 indicates that the scales in this study are reliable because the range o

구조방정식 모델에서 항목묶음이 인과 모수의 검정과 적합도 평가에 미치는 영향

조현철(Cho Hyun-Chul),강석후(Suk-Hou Kang) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.3

본 연구에서는 3개 일반모델(general models)의 실증분석을 통해 항목묶음(item parceling)이 구성개념간의 인과관계를 나타내는 모수의 유의성 검정 결과 및 모델의 적합도 평가에 미치는 영향을 검토하였다. 연구 결과에 의하면, 개별항목을 적용한 분석과 비교할 때 항목묶음을 통한 분석을 적용해도 모델 인과모수의 검정통계량은 그다지 변하지 않으므로 유의성 검정 결과에도 변화가 없는 것으로 나타났다. 하지만 전반적 적합도지수의 측면에서는 RMSEA를 제외한 주요 모델 적합도 지수, 즉 GFI, AGFI, GFI 및 NFI의 값들이 상당히 개선되는 경향을 보였다. 주요 모델 적합도 지수들의 값이 높아진 것은 항목묶음을 이용하여 분석을 한 결과가 개별항목을 통한 분석의 결과에 비해 다변량 정규(분포)성의 개선 등으로 인해 높아진 것으로 해석된다. 하지만 항목묶음을 적용함에 있어서 주의해야 할 사항은 적용하기 전에 구성개념의 단일차원성(unidimeneionality)을 우선적으로 검토해야 한다는 점이다. 본 연구에서는 항목묶음을 이용하여 분석을 할 경우 실제 구성개념간의 인과적 관계를 나타내는 모수의 유의성 검정과 모델의 적합도 지수들에 어떤 변화가 발생하는 지를 세 개의 일반모델을 대상으로 파악하였다. The purpose of this article is to examine the effects of item parceling on the consistency of significance testing of the causal parameters with regard to the relationship between the relevant constructs. It is also to investigate the effects of item parceling on the goodness-of-fit indices of LISREL"s general models. Most researchers use structural equation modeling (SEM) to test their research hypotheses associated with the causal parameters. We investigated three general models of LISREL rather than the frequently used confirmatory factor analytic (CFA) models used by many researchers. The results of the study showed that there was a high level of consistency in the calculated test statics of causal parameters between the item-parceled solutions and the item-level solutions, and that the item-parceled solutions had better goodness-of-fit indices, such as GFI, AGFI, CFI, and NFI, than the solutions at the item level. However, in terms of RMSEA, there was no such tendency. Specifically, in the examination of our general Model I, we had highly consistent test results of causal parameters between the item-parceled solution and the item-level solution. In the item-parceled solution, we achieved improved GFI, AGFI, CFI, and NFI but worse RMSEA The constructs tested in Model I were self-image congruence, products knowledge, brand dependability, brand emotion, purchase loyalty, and attitude 〈표 삽입〉 loyalty. CR (composite reliability) and AVE (average variance extracted) for each construct in Model I were as follows: self-image congruence (CR = 0.78, AVE = 0.48), products knowledge (CR = 0.65, AVE = 0.32), brand dependability (CR = 0.90, AVE = 0.70), brand emotion (CR = 0.92, AVE = 0.71), purchase loyalty (CR = 0.84, AVE = 0.64), and attitude loyalty (CR = 0.80, AVE = 0.51). The range of all the indices for standardized coefficients was between 0.592 and 0.957 at a significance level of ps<0.001. In the case of investigating our general Model Ⅱ, we had the same consistent test results between the two solutions with regard to the testing of causal parameters. The indices such as GFI, AGFI, CFI, NFI and RMSEA were improved in the model Ⅱ. The constructs used in model Ⅱ were organizational control, individual control, job definiteness, emotional commitments, salesperson"s performance, and customer orientation. CR (composite reliability) and AVE (average variance extracted) for each construct in model Ⅱ were as follows: organizational control (CR = 0.75, AVE = 0.53), individual control (CR = 0.77, AVE = 0.47), job definiteness (CR = 0.92, AVE = 0.71), emotional commitments CR = 0.85, AVE = 0.42), salesperson"s performance (CR = 0.82, AVE = 0.43), and customer orientation (CR = 0.71, AVE = 0.35). The range of all indices of standardized coefficients was between 0.587 and 0.941 at the significance level of ps<0.001. However, two items for customer orientation were not statistically significant. 〈표 삽입〉 The result of our examination of our general Model Ⅱ showed highly consistent test results in both solutions with regard to causal parameter tests and the item-parceled solution resulted in improved GFI, AGFI, CFI, NFI, and RMSEA. The constructs involved in model Ⅲ were congruence between the individual and the organization, leader"s support, fairness in compensation, job satisfaction, and organizational citizenship behavior (OCB). CR (composite reliability) and AVE (average variance extracted) for each construct in Model Ⅲ were as follows: congruence between individuals and the organization (CR = 0.84, AVE = 0.63), leader"s support (CR = 0.89, AVE = 0.62), fairness in compensation (CR = 0.88, AVE = 0.64), job satisfaction (CR = 0.78, AVE = 0.54), and OCB (CR = 0.88, AVE = 0.73). The range for all indices of the standardized coefficients were between 0.392 and 0.907 at a significant level of ps<0.001. 〈표 삽입〉 &nb

서비스의 실행요소와 심리요소에 대한 연구

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경영전략과 기술전략의 새로운 관계 정립의 모색

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성역할이론과 Scanzoni의 척도

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Gender - Role Orientation and the Theory of Resources in Family Purchase Decision Making

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