R을 이용한 구조방정식모델링: 매개효과분석/조절효과분석 및 다중집단분석

곽기영,Kwahk, Kee-Young 한국지식경영학회 2019 지식경영연구 Vol.20 No.2

This tutorial introduces procedures and methods for performing structural equation modeling using R. To do this, we present advanced analysis methods based on structural equation model such as mediation effect analysis, moderation effect analysis, moderated mediation effect analysis, and multiple-group analysis with R program code using R lavaan package that supports structural equation modeling. R is flexible and scalable, unlike traditional commercial statistical packages. Therefore, new analytical techniques are likely to be implemented ahead of any other statistical package. From this point of view, R will be a very appropriate choice for applying new analytical techniques or advanced techniques that researchers need. Considering that various studies in the social sciences are applying structural equations modeling techniques and increasing interest in open source R, this tutorial is expected to be useful for researchers who are looking for alternatives to existing commercial statistical packages.

온라인 커뮤니티 몰입의 브랜드 충성도로의 전이

곽기영(Kee-Young Kwahk),옥정봉(Jung-Bong Ock) 한국경영과학회 2010 한국경영과학회 학술대회논문집 Vol.2010 No.10

다른 기업과 차별화되는 경쟁원천으로서 브랜드의 중요성이 점차 증대하고 인터넷을 바탕으로 한 정보통신기술이 급속히 발달함에 따라, 제품 및 서비스에 대한 고객의 인지도를 강화시킬 수 있는 방법으로서 브랜드를 바탕으로 한 온라인 커뮤니티의 활용이 많은 기업들로부터 주목받고 있다. 본 연구에서는 이용과충족이론을 바탕으로 온라인 브랜드 커뮤니티에 대한 충성도(즉 몰입)를 증가시키는 요인으로서 상호작용성, 목적성, 즐거움, 활동보상을 제시하고, 사회정체성이론의 관점에서 온라인 커뮤니티 몰입이 브랜드 충성도로 전이되는 메커니즘을 규명하고자 한다. 이를 위해 세 개 온라인 브랜드 커뮤니티 사이트로부터 234개의 표본을 수집하였고, 구조방정식모델을 기반으로 한 LISREL 8.70을 이용하여 제안된 연구모델을 실증적으로 검증하였다. 연구결과에 대한 토의를 바탕으로 학문적ㆍ실무적 시사점을 제시하였고 연구의 한계점 및 미래 연구방향을 제안하였다. As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer’s awareness on their products and services. This study suggests four factors?interaction, purpose, playfulness, reward?that facilitate online brand community commitment (i.e., loyalty for online brand community) based on the use and gratification theory, and examines the mechanism of loyalty transfer from online community to brand from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.

정보시스템수용 동기요인에 관한 개념적 고찰

곽기영(Kee-Young Kwahk) 계명대학교 산학연구소 2004 經營經濟 Vol.37 No.1

정보기술역량과 조직학습이 기업성과에 미치는 영향

곽기영(Kee Young Kwahk),홍문경(Moon Kyung Hong) 한국경영학회 2011 經營學硏究 Vol.40 No.4

Current business environments are increasingly hyper-competitive and rapidly changing due to globalization and the advancement of information and communication technologies. In order to identify opportunities and threats from such turbulent environments and respond to them appropriately, many companies are putting effort into developing dynamic capabilities. Organizational agility, as a type of dynamic capability of an organization that helps companies rapidly adapt to dynamic environment, plays an important role in sustaining competitive advantage and enhancing organizational performance. Despite the importance of organizational agility, however, there has been little empirical research on its antecedents and impacts. Based on the dynamic capability theory, this study proposes a theoretical research model that explains formation and consequence of organizational agility and tests it empirically. We propose information technology competency and organizational learning as formation factors of organizational agility, while suggesting organizational performance as its consequence factor. With this motivation, this study has three research objectives. First, this study proposes a role of dynamic capability that organizations can use to appropriately respond to changing business environments. In particular, we conceptualize organizational agility as being one of the most important dynamic capabilities of organizations and examine its role in an organizational setting. Second, this study introduces and tests a theoretical model accounting for the relationships among information technology competency, organizational learning, organizational agility, and organizational performance. In addition, this study examines a mediating role of organizational agility between its antecedents and organizational performance. Third, we aim to provide insights on how to create and improve organizational agility by analyzing the research findings. This suggests the direction for the management on how to deploy organizational resources. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. Organization-level samples collected from 84 companies were used to empirically examine the proposed research model. We carried out data analysis using a twostep methodology with LISREL 8.7. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results supported the proposed model and identified the mediation role of organizational agility. As a result of the analysis, the following findings were discussed. First, information technology competency significantly influenced both organizational agility and organizational learning. Second, it was revealed that organizational learning significantly influenced organizational agility. Third, organizational agility was found to have an impact on organizational performance. In conclusion, the theoretical and practical implications of this study were discussed, along with its limitations.

ERP시스템 사용성과 결정요인에 관한 연구

곽기영(Kee Young Kwahk),길진호(Jin Ho Kil) 한국경영학회 2010 經營學硏究 Vol.39 No.2

Turbulent changes of competitive environment have forced organizations to continue enhancing their capabilities to respond to the dynamic environment. With the competitive pressure and the development of information and communication technology (ICT), many organizations have introduced various kinds of enterprise-wide systems like enterprise resource planning (ERP) systems as strategic tools for the purpose of improving organizational performance. Despite their promised strategic benefits, however, their implementation has suffered from a high failure rate and difficulty in realizing the anticipated benefits. Many factors have been widely reported to account for the success and failure of ERP systems implementation, which are not limited to technical issues but various causes arising from the interactions among people, task, and technology. Previous studies have indicated that one of the most critical failure reasons is the lack of knowledge sharing and utilization across organizations. Individuals need to share and transfer their knowledge in order to attain successful usage of and performance benefits from ERP systems, while organizations have to focus on integration of existing knowledge with new one from ERP systems in order to achieve successful organizational change. As a consequence, many information systems (IS) researchers have paid attention to examining the effect of absorptive capacity closely associated with knowledge sharing and transferring on IS usage performance. Knowledge sharing and absorptive capacity can be interpreted in the context of social exchange, in which individuals anticipate future rewards without explicit promise in exchange for their contributions. Based on the social exchange, organizational citizenship behavior (OCB) can be described as a set of behaviors resulting from communications and interactions among individuals that help their colleagues spontaneously, comply with the rules and policy of organizations, prevent possible problems related to their tasks, and commit themselves to working for organizations. ERP systems implementation involves changes not only in systems but also in processes and other social dimensions, which requires appropriate communications and interactions among organizational members. A lack of communications and interactions due to a lack of OCB might lead to weak absorptive capacity and thus negatively influence knowledge sharing across organizations, because OCB facilitates a successful collaboration among functional units and positively impacts individual’s attitude toward radical organizational change. In addition, this kind of spontaneous activities of individuals facilitates enhancing their learning capabilities about the new knowledge and thereby positively influences knowledge sharing across organizations. With this motivation, this study has two research objectives. First, it introduces and tests a theoretical model accounting for the relationships among performance of ERP system usage, absorptive capacity, and OCB. Second, it examines a mediating role of absorptive capacity between OCB and performance of EPR system usage. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. A total of 168 complete and valid responses were obtained from 15 organizations. We carried out data analysis using a twostep methodology with LISREL 8.7. The empirical results supported the proposed model and identified the role of the full mediation of absorptive capacity. As a result of the analysis, the following conclusions were reached. First, organizational citizenship behavior significantly influences absorptive capacity. Second, it was revealed that the absorptive capacity of the members of an organization significantly influences the usage performance of ERP systems. Third, absorptive capacity was found to

온라인 브랜드 커뮤니티 몰입이 브랜드 충성도에 미치는 영향

곽기영(Kee-Young Kwahk),옥정봉(Jung-Bong Ock) 한국경영과학회 2011 한국경영과학회지 Vol.36 No.3

As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer’s awareness on their products and services. This study suggests four factors-interaction, purpose, playfulness, reward-that facilitate online brand community commitment, and examines the effect of online brand community commitment on brand loyalty from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.

변화준비성의 강화 : IT기반 조직변화 관점

곽기영(Kee-Young Kwahk) 한국산업경영학회 2008 經營硏究 Vol.23 No.1

  IT를 기반으로 한 조직변화라는 관점에서 볼 때 ERP 시스템의 구현은 시스템에 있어서의 변화 뿐만 아니라 프로세스 및 기타 조직적 차원에 있어서의 변화도 수반한다. ERP 시스템이 비즈니스 및 시스템의 통합으로부터 프로세스 개선 및 이를 통한 중요한 전략적 이득을 가져다 줄 것으로 기대하고 있지만, 다른 한편으로는 높은 실패율과 기대에 못 미치는 성과로 인해 어려움을 겪어왔다. 그러한 실패를 가져오는 대표적 이유 중의 하나가 조직구성원 즉 잠재적 사용자의 변화에 대한 저항인 것으로 알려져 있다. 변화에 대한 준비성이 ERP 시스템 구현과 같은 IT 기반의 조직변화 상황에서 변화에 대한 저항을 줄이는 한 방안이라는 인식하에, 본 연구에서는 변화에 대한 준비성의 형성요인과 ERP 시스템의 사용의도에 미치는 영향을 분석하였다. 실증분석 결과, 변화에 대한 준비성은 두 영역으로부터의 네 요인에 의해 향상될 수 있다는 사실을 발견하였다: (1) 개인적 특성 영역 ? 조직몰입과 지각된 개인역량, (2) 기술적 특성 영역 ? 지각된 유용성과 지각된 사용용이성. 또한, 변화에 대한 준비성이 대상 시스템의 기술적 특성과 함께 ERP 시스템 사용의도에 유의한 영향을 미친다는 사실을 발견하였다. 이러한 연구결과는 정보시스템 관련 이론을 발전시키는데 도움을 주고, ERP 시스템 관련 실무자들에게 통찰력을 줄 것으로 기대한다.   ERP(Enterprise Resource Planning) systems require the restructuring of an organization’s portfolio of transaction-processing application systems to achieve integration of business processes, systems and information. Thus, ERP systems implementation requires changes not only in systems but also in processes and other social or organizational dimensions. Although ERP systems have promised major strategic benefits and process improvements from business and technology integration, their implementation has been plagued by a high failure rate and difficulty in realizing the promised benefits. One of the most critical failure reasons is potential user resistance to change. Based on this background, this study focuses on the development of readiness for change as a way to ease an IT-driven organizational change, including ERP systems implementations. By recognizing that readiness for change is a way for reducing resistance to change in IT-driven organizational change such as ERP systems implementations, we have examined the formation of readiness for change and its effect on ERP usage intention. We have found that readiness for change can be enhanced with the identification of four factors across two domains: individuals’ attachment to an organization and perceived competence regardless of the focal system(organizational commitment and perceived personal competence) and technological characteristics of the focal system(perceived usefulness and perceived ease of use). In addition, we have found that readiness for change positively impacts ERP usage intention together with the technological characteristics of the focal system. This study offers several contributions to theory and practice. From the theoretical perspective, we examine how readiness for change is formed by identifying the antecedents, and consider what role it plays by explaining its effects on the adoption of ERP systems by users. From the practical perspective, we offer managerial insights for ERP practitioners on the development and effect of readiness for change in an ERP project. Theoretical and practical implications of the study are discussed along with its limitations.

결과기대가 정보시스템 사용활동에 미치는 영향

곽기영(Kee Young Kwahk),오송우(Song Woo Oh) 한국경영학회 2009 經營學硏究 Vol.38 No.2

It has been argued that Enterprise systems (ES) implementations are overshadowed by a high failure rate despite their promised benefits. The factors accounting for ES failures are not limited to technical issues. Rather, there are various causes arising from the interactions among people, task, environment, and technology. One of the commonly cited reasons for ES implementation failures in the context of mandatory use is the user`s unwillingness to adopt or use the systems. Considering that the appropriate management of expectations may play an important role in forming positive behavior toward newly implemented systems and reducing unwillingness to adopt them, this study examines the effect of outcome expectation on the system use activity in the context of the mandatory use of information systems (IS) from the perspective of social cognitive theory. The user`s behavior depends on how the user appraises the expected consequences about the variety of events which occur in IS changes. We examine outcome expectation from the social cognitive theory perspective which suggests that it is a significant cognitive factor for individuals to control their behavior. Prior research on the adoption of new IS has been conducted in the context in which individual users adopt the new IS voluntarily and either usage or intention to use is exploited as a dependent variable. However, nowadays most enterprise-wide IS are used in a non-voluntary context where users are compelled to use the system in order to perform their jobs. Therefore, the use of either usage or intention to use as an appropriate surrogate variable for actual system use behavior remains contentious. With this background, we propose a construct called system use activity that is conceptualized by immersion, reinvention, and learning, and which can play a surrogate role to explain actual system use behavior instead of the concept of either intention to use or simple system usage. This study aims to investigate the role of outcome expectations in the successful use of IS and to suggest a new surrogate variable for system use in the mandatory use context. We have two research objectives. First, from the IS acceptance perspective, we examine how outcome expectations affect the IS use activity of the organizational members. Second, we suggest a new outcome variable describing actual acceptance behavior of the user in the mandatory use context. A field study was conducted using a structural equation model. The data used to test the proposed research model were collected from ERP system users who were believed to reflect mandatory system use context. A total of 145 complete and valid responses were obtained. The data were analyzed using a two-step methodology with LISREL 8.7. Structural equation model analysis provided significant support for the proposed relationships. The empirical results suggest that outcome expectations-personal and user satisfaction have positive effects on system use activity. Outcome expectations-performance and outcome expectations-personal show significant relationships with two aspects of system performance: system quality and information quality, respectively. User satisfaction has a significant impact on system performance. Theoretical and practical implications of the study are discussed, along with its limitations. Based on the study results, suggestions are made for improving system use activity in the mandatory use context of information systems.

소셜 네트워크 스트레스가 소셜 미디어 전환의도에 미치는 영향

곽기영(Kee-Young Kwahk),김효준(Hyo-Jun Kim) 한국산업경영학회 2011 한국산업경영학회 발표논문집 Vol.2011 No.6

소셜 미디어는 다양한 지식공유, 소셜 네트워킹, 그리고 수 많은 사람들과 의사소통을 할 수 있는 공간을 제공해 주는 등의 다양한 장점을 갖고 있다. 하지만, 최근 소셜 미디어의 사용이 급증하면서 여러 가지 부작용이 발생하고 있다. 원하지 않는 사회적 관계, 사회적 압력, 개인정보 유출과 사생활 침해, 소셜 미디어 사용의 부담감 등이 대표적인 부작용이라고 할 수 있다. 본 연구에서는 이러한 부작용을 소셜 네트워크 스트레스라고 정의하였다. 소셜 미디어 사용으로 발생되는 소셜 네트워크 스트레스의 개념을 정립하고, 소셜 네트워크 스트레스가 소셜 미디어 전환의도에 어떠한 영향을 주는지 검증하였다. 연구결과 소셜 미디어상에서 자기표출과 지식공유 활동은 소셜 네트워크 스트레스에 정(+)의 영향을 주었고, 소셜 네트워크 스트레스는 소셜 미디어 전환의도에 정(+)의 영향을 주는 것으로 나타났다. 연구결과의 분석 및 토의를 통하여 다양한 이론적, 실무적 시사점을 제공해주며, 소셜 미디어를 운영하는 기업들의 전략적 방향을 제시해 줄 수 있을 것이다. The use of social media has many advantages such as knowledge sharing, social networking, and communicating with other people. However, it has given rise to various side effects including stress, which is defined as social network stress in this study. This study aims to conceptualize social network stress and investigate its effect on switching intention in social media. For this purpose, we present a research model that consists of the antecedents and consequences of social network stress and test it empirically using LISREL 8.7 based on the structural equation model. The empirical results showed that knowledge sharing and self-disclosure had positive impact on social network stress, which in turn positively influenced social media switching intention. In conclusion, we discussed both theoretical and practical implications of this research and suggested its limitations.

IT기반 조직민첩성이 기업성과에 미치는 영향

곽기영(Kee Young Kwahk),홍문경(Moon Kyung Hong) 한국경영학회 2010 한국경영학회 통합학술발표논문집 Vol.2010 No.08