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Tripple Bottom Line 이론을 이용한 커피전문점 사회적 책임의 추가 지불 의도에 대한 영향
문준호 ( Joonho Moon ),이원석 ( Won Seok Lee ),송명근 ( Myungkeun Song ) KNU기업경영연구소 2020 기업경영리뷰 Vol.11 No.2
Triple bottom line theory is a popular theoretical underpinning to account for the corporate social responsibility(CSR). The purpose of this research is to demonstrate the accountability of tripple bottom line theory in the domain of coffee service. Triple bottom line argues that sustainability could be achieved by economic, social, and environmental CSR activities. As the research domain, this study selects Starbucks because the company executes diverse CSR activities as the coffee service business firm. This research derived three elements using triple bottom line theory, and these include environmental CSR, economic, CSR, and social CSR. As the main dependent variable, this study employs willingness to pay premium. Survey is the main instrument of this study, The data collection was performed using Amazon Mechanical Turk. The number of observation is 368. To analyze the data, this study carried out frequency analysis, correlation matrix, exploratory factor analysis, reliability test, multiple regression and binary logistic regression analysis. Regarding the results, environmental CSR and economic CSR are influential attributes on coffee service willingness to pay premium. However, social CSR appeared as non-significant attribute to explain the willingness to pay premium of coffee service. This study could contribute to the literature by demonstrating the accountability of triple bottom line in the area of coffee service business. Also, this study could offer the practical implications for the coffee service business managers in the decision making of CSR.
문준호 ( Moon Joonho ),이원석 ( Lee Won-seok ),송명근 ( Song Myungkeun ) (사)한국마이스관광학회 2023 MICE관광연구 Vol.23 No.2
Lodging reservation application systems have been widely used in the market. This study aims to investigate the determinants of loyalty to lodging reservation application systems. This study chose the travel platform, Yanolja, as the case. The candidates of determinants are price fairness, usefulness, and service variety. This study used a survey as the main instrument. The number of valid observations is 225. This study performed exploratory factor analysis and reliability test to ensure the validity of measurement items. Also, this research implemented multiple linear regression analysis to test the research hypotheses. The results identified that price fairness and usefulness are positively associated with the loyalty. However, service variety appeared as a non-significant attribute to account for loyalty.
숙박 애플리케이션 시스템 지속이용의도의 선행요인들에 관한 연구: 야놀자 사례를 중심으로
문준호 ( Joonho Moon ) 인문사회 21 2023 인문사회 21 Vol.15 No.1
연구 목적: 본 연구는 숙박에플리케이션의 이용이 활발해지는 시장상황에서 숙박에플리케이션의 지속 이용의도에 관한 선행요인을 탐구하는 것을 목적으로 한다. 연구 방법: 본 연구는 야놀자를 연구대상으로 이용하여 연구를 수행하였다. 본 연구의 독립변수는 이용용이성, 서비스 회복, 쿠폰 유용성이다. 본 연구는 설문지를 사용하여 연구를 수행하였으며 228부의 설문을 자료분석에 이용하였다. 연구가설의 검증을 위하여 본 연구는 다중선형회귀분석을 이용하였다. 연구 내용: 연구의 결과는 야놀자 소비자들의 이용용이성, 서비스 회복, 쿠폰 유용성이 지속이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 결론 및 제언: 본 연구는 숙박에플리케이션 서비스 경영자들에게 경영에 도움되는 정보를 제공하는 것을 목적으로 하며 숙박에플리케이션 소비자들의 특성을 탐구하였다는 점에서 의의를 찾을 수 있다. Lodging reservation application system has been more popular among consumers. Given the popularity, the aim of this work is to explore the antecedents of lodging reservation application system continuous usage intention. This study selects the case of Yanoja. The independent variables are ease of use, service recovery, and coupon usefulness. This study used survey. For the recruitment of survey participants, this research implemented online survey. The number of valid observation is 228. This research carries out multiple linear regression analysis for testing hypotheses. The results identified that three attributes are positively associated with the continuance usage intention of lodging reservation application. This study presents the implications for the management of lodging service application.