소셜 쇼핑에서 소셜 네트워크 특성이 구매의도에 미치는 영향에 관한 연구

성행남(Haeng-nam Sung),김원종(Won-jong Kim),신재익(Jae-ik Shin) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.4

The purpose of this study is to investigate the relationship among social network characteristics(perceived ability, perceived integrity, and perceived critical mass), trust in a website, trust in product recommendation, and purchase intention. It is also to examine the moderating effects of gender and purchase experience. Appropriate measures were developed and tested on 159 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The path relationships of the research model was analyzed by structural equation modeling(SEM) using AMOS 18.0. The results revealed that first, social network characteristics have positive effects on trust in a website, trust in product recommendation, and purchase intention. Second, trust in a website has a positive effect on trust in product recommendation, but trust in a website does not affect purchase intention. Third, trust in product recommendation has a positive effect on purchase intention. Lastly, the moderating effect of gender in the relationship between social network and purchase intention, and the moderating effect of purchase experience in the relationship between social network and trust in product recommendation were significant at p<0.05. Thus, the managers of social shopping should focus on vitalizing social network characteristics to enhance purchase intention through trust in a website and trust in product recommendation.

대학생의 작은 사치 동기가 만족에 미치는 영향에 관한 연구

성행남(Haengnam Sung),권진택(Jintaek Kwon) 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.4

The objective of this study is to investigate the relationship between the self-gift motivation(self-comfort, self-reward, show-off) and the rationalization(emotional comfort-oriented), as well as to examine the relationship between the rationalization (emotional comfort-oriented) and post-purchase behavior(satisfaction). Structural equation modeling(SEM) of AMOS 18.0 was used to test the hypotheses. A survey of university students in Korea. Our finding are: 1) Self-comfort have a positive effect on emotional comfort-oriented. 2) Self-reward have a positive effect on emotional comfort-oriented. 3) Show-off have a positive effect on emotional comfort-oriented. 4) Emotional comfort-oriented have a positive effect on satisfaction. 5) The relationship between show-off and emotional comfort-oriented is moderated by gender. Form the results of the study, in order to improve the emotional comfort-oriented, the self-gift motivation should be strengthened. And in order to improve the satisfaction, emotional comfort-oriented should be strengthened.

대학의 교육서비스품질이 진로결정자기효능감, 진로결정수준 및 진로준비행동에 미치는 영향 : 신입생과 재학생의 조절효과를 중심으로

성행남 ( Sung Haengnam ),김은정 ( Kim Eun-jung ),이태원 ( Lee Taewon ) 한국지식경영학회 2021 지식경영연구 Vol.22 No.2

이 연구의 목적은 교육서비스품질(교수자서비스품질, 교육과정서비스품질)이 진로결정자기효능감과 진로결정수준 및 진로준비행동에 미치는 영향을 규명하는 것이다. 최종 유효 설문지 426부에 대해 타당성 검정 후, 측정모형분석(CFA)과 구조모형분석(SEM) 그리고 다중집단 분석(MCFA와 MSEM)을 실시하였다. 연구결과를 요약하면 다음과 같다. 첫째, 교육서비스품질(교수자서비스품질, 교육과정서비스품질)은 진로결정자기효능감에 정의 유의한 영향을 미쳤다. 둘째, 진로결정자기효능감은 진로결정수준과 진로준비행동에 정의 유의한 영향을 미쳤다. 셋째, 진로결정수준은 진로준비행동에 정의 유의한 영향을 미쳤다. 마지막으로, 신입생과 재학생의 차이는 교육서비스품질(교수자서비스품질, 교육과정서비스품질)과 진로결정자기효능감, 진로결정수준, 진로준비행동 간의 관계에 조절효과가 있는 것으로 나타났다. 본 연구는 대학생의 진로에 있어 진로결정수준과 진로준비행동의 결정요인을 파악하여 제공함으로써 대학 진로 교육 개선에 유용한 기초자료로 활용할 수 있을 것이다. The purpose of this study was to identify the effect of education service quality (quality of professor service, quality of curriculum service) on career decision-making, self-efficacy, career decision level, and career preparation behavior. Appropriate measures were developed and tested on 426 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. To ensure the reliability and validity of the questionnaire, frequency analysis, reliability analysis, and validity analysis were conducted. To ensure the reliability and validity of the measurement model, the CFA(confirmatory factor anlaysis) were conducted. The SEM(structural equation modeling) analysis was undertaken to perform the path analysis among the variables and to assess the suitability of the model. MCFA(multi group CFA) and MSEM(multi group SEM) were performed to confirm the moderation effect. Results of the study are summarized as follows: Firstly, education service quality has positive effects on career decision-making self-efficacy. Second, career decision-making self-efficacy has positive effects on career decision level and career reparation behavior. Third, career decision level has positive effects on career reparation behavior. Finally, it was found there exists a moderating effect of freshman/registered student between education service quality, career decision-making self-efficacy, career decision level, career preparation behavior. As a result of this study, it is suggested that investigation of extraneous variables which help to improve career preparation behavior and career decision level as for career of university student will contribute to university education.

대학생의 직장적응능력군이 전공흥미에 미치는 영향에 관한 연구 -진로결과기대의 조절효과를 중심으로-

성행남 ( Haeng Nam Sung ),조동환 ( Dong Hwan Cho ) 한국유통물류정책학회 2019 유통물류연구 Vol.6 No.2

본 연구의 목적은 대학생들의 직장적응능력군(대인관계능력, 자기개발능력, 직업윤리)과 전공흥미 영향 관계를 확인 하는데 있다. 본 연구를 위해 대학생의 사회인지진로이론을 바탕으로 직장적응능력군이 전공흥미에 미치는 영향을 파악하기 위한 연구모형을 모델을 설정하였다. 더불어 진로결과기대의 고/저에 따라 연구변인의 관계에 차이가 있는지 알아보기 위해 다중집단분석을 실시하였다. 실증분석의 결과 대안관계능력이 대학생들의 진로효능감에 정의 영향을 미치는 것으로 나타났다. 둘째, 자기개발능력이 대학생들의 진로효능감에 정의 영향을 미치는 것으로 나타났다. 셋째, 직업윤리는 진로효능감에 정의 영향을 미치는 것으로 나타났다. 넷째, 진로효능감 역시 전공흥미에 정의 영향을 미치는 것으로 나타났다. 마지막으로, 진로결과기대의 고/저의 집단별로 연구변인의 차이가 있는 것으로 나타났다. The purpose of this study is to investigate the effect of college students’ organizational adaptation skill group(interpersonal relationship skill, self-development skill, vocational ethics) on their interest in the major. In this study, we set up a process model to comprehend the effect of college students’ organizational adaptation skill group on interest in the major based on social cognitive career theory. For research model testing, 561 questionnaires were used for empirical analysis through structural equations modeling. Empirical analysis showed that interpersonal relationship skill positively influenced college students’ Career self-efficacy. Second, self-development skill positively influenced college students’ Career self-efficacy. Third, vocational ethics positively influenced college students’ Career self-efficacy. Fourth, Career self-efficacy positively influenced college students’ interest in the major. Finally, the difference in the Chi-square between the moderating model and the constrained model is also significant. Other academic and practical implications are discussed.

SPA브랜드의 구전의도에 미치는 영향요인

성행남(Haeng-nam Sung),신재익(Jae-Ik Shin) 인문사회과학기술융합학회 2018 예술인문사회융합멀티미디어논문지 Vol.8 No.10

본 연구는 최근에 대학생들 사이에서 인기가 있는 SPA 의류브랜드를 대상으로 구전의도에 영향을 미치는 요인을 조사하였다. 소비가치를 쾌락적 가치와 실용적 가치로 구분하여 소비자혁신성, 가격민감도, 구전의도에 대한 영향관계를 분석하였다. 또한 소비자혁신성과 가격민감도가 구전의도에 어떤 영향을 미치는지를 조사하였다. 최종 294부의 설문지가 가설검정에 사용되었다. 구조방정식인 AMOS 20.0을 이용하여 측정모형과 경로모형을 검정하였다. 분석의 결과를 살펴보면 첫째, 쾌락적 소비가치와 실용적 소비가치가 소비자혁신성에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 실용적 소비가치가 높을수록 가격민감도는 높아지는 것으로 나타났지만, 쾌락적 소비가치가 높을수록 가격민감도는 낮아지지 않는 것으로 나타났다. 셋째, 쾌락적 소비가치, 실용적 소비가치, 소비자혁신성은 구전의도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 가격민감도가 높을수록 구전의도는 낮아지는 것으로 나타났다. 따라서 SPA 의류브랜드의 구전의도를 높이기 위해서는 소비가치와 소비자혁신성을 강화하면서 가격민감도를 낮추는 노력이 필요하다. The purpose of this study is to investigate the factors influencing word of mouth (WOM) intention of SPA clothing brands which are popular among university students. Consumption value is divided into hedonic value and utilitarian value, and the effect of it on consumer innovation, price sensitivity, and WOM intention is analyzed. We also examine how consumer innovation and price sensitivity influence WOM intention. The final 294 questionnaires were used for hypothesis testing. AMOS 20.0, a structural equation, was used to test the measurement model and path model. The findings of the study showed that hedonic consumption value and utilitarian consumption value have a positive effect on consumer innovation. Second, the higher the utilitarian consumption value, the higher the price sensitivity. However, the higher the hedonic consumption value, the higher the price sensitivity. Third, hedonic consumption value, utilitarian consumption value, and consumer innovation have a positive effect on WOM intention. Also, the higher the price sensitivity, the lower the intention of word of mouth. Therefore, in order to increase WOM intention of SPA apparel brands, efforts should be made to lower price sensitivity while strengthening consumption value and consumer innovation

소셜미디어(페이스북)를 활용한 경영학 수업에서 만족과 추천의도에 관한 연구

성행남(Sung Haengnam),정연수(Jeong Yeonsu),정대율(Jeong Daeyul) 한국경영학회 2015 한국경영학회 통합학술발표논문집 Vol.2015 No.08

에듀테크 활용과 학습자의 학습성과 및 학습정서에 관한 연구

성행남(Haengnam Sung) 한국문화융합학회 2023 문화와 융합 Vol.45 No.12

본 연구는 경영수업의 학습 정리단계에서 에듀테크 활용이 학습정서와 학습성과에 미치는 영향을 알아보기 위해, 두 개의 동질집단을 선정하여 에듀테크 활용에 대한 유의미한 차이 여부를 판정하기 위해실험연구의 방법으로 진행하였다. 비교 집단간의 학습정서와 학습성과 차이를 알아보기 위해 각 집단마다 사전 · 사후 검사를 실시하였다. 연구 결과, 에듀테크를 활용한 학습정리가 대학생들의 학습정서에긍정적인 영향을 미쳤으며, 특히 학습성과가 낮은 집단에서 학습정서의 향상이 크게 나타났다. 그리고여학생과 달리 남학생은 학습정리단계에서의 에듀테크 활용이 학습정서 향상을 보였다. 연구 결과를 바탕으로 적극적인 에듀테크 활용을 통한 교과과정 설계와 성별에 따른 차별화된 접근이 필요하다고 제안한다. The purpose of this study is to check the effectiveness of the learning review phase by using edutech instead of traditional teaching methods for university students who have taken business classes. Two homogeneous groups were selected and conducted by the method of experimental research to determine whether there was a significant difference in the use of edutech. Pre-test and post-test were conducted for each group to find out the difference in academic emotions and learning performance between comparative groups. As a result of the study, the learning review phase using edutech had a positive effect on the academic emotions of university students, and the improvement of academic emotions was significant, especially in the group with low learning performance. In addition, male students also showed significant improvement in their academic emotions in the learning review phase. Based on the research results, it is suggested that a differentiated approach and curriculum design according to gender is needed through the active use of edutech.

혁신저항모형에 기반한 마이데이터 서비스 사용자의 지속사용의도에 관한 연구

성행남(Haengnam Sung),홍태호(Taeho Hong),이태원(Taewon Lee) 한국산업정보학회 2024 한국산업정보학회논문지 Vol.29 No.2

본 연구에서는 금융 분야에서 마이데이터 서비스를 이용하는 사용자가 인식하는 특성을 고려하여 지속적인 사용에 대한 이해와 혁신저항에 어떠한 영향을 미치는지를 목적으로 둔다. 또한 사용자 특성에 대한 인식과 지속적인 사용에 대한 이해력을 높이고 혁신에 대한 사용자의 저항을 해결하는데 미치는 영향에 대한 관계를 탐구하고자 한다. 이를 위해 전문설문기관을 통해 상대적 이점, 인지된 위험, 복잡성, 신뢰성, 인지된 용이성, 신뢰성 등 혁신저항 요인의 상대적인 영향을 조사였으며, 요인간의 관계를 실증분석을 통해 살펴본다. 본 연구의 결과에 따르면 마이데이터 서비스에 대한 저항을 최소화하기 위한 노력을 기울여야 하며, 특히 혁신저항 요인들 중 인지된 용이성, 상대적 이점, 인지된 위험, 복잡성 순으로 영향을 미치는 것으로 나타났다. 혁신저항을 낮추기 위해서는 인지된 용이성의 강화, 상대적 이점 감소, 위험과 복잡성에 대한 인식 관리가 필수적이라 할 수 있다. The purpose of this study is to consider the characteristics perceived by users who utilize MyData services in the financial sector. It aims to examine how these factors influence users understanding for sustained usage and their resistance to innovation. The research seeks to explore the relationship between users awareness of characteristics and its impact on both enhancing comprehension for continued usage and addressing users resistance to innovation. Utilizing a specialized survey agency, we examined the relative effects of innovation resistance factors, such as relative advantage, perceived risks, complexity, clarity and perceived ease of use on MyData service users. Furthermore, this research focuses on employing empirical analysis to validate the relationships between these factors through the survey. The findings of this study suggest that MyData service should dedicate ongoing efforts to minimize user resistance to service utilization. Specifically, it was revealed that among the innovation resistance factors, perceived ease of use, relative advantage, perceived risk, and complexity exert influence in that order.

모바일 학습에서 자기효능감이 행동의도에 미치는 영향에 관한 연구

성행남(Haengnam Sung),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4

The purpose of this study is to investigate the relationship among mobile self-efficacy, performance expectancy, effort expectancy, social influence, and behavioral intention of mobile learning, which is based on the Unified Theory of Acceptance and Use of Technology(UTAUT). It is also to examine the moderating effects of facilitating conditions. Appropriate measures were developed and tested on 268 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The path relationships of the research model was analyzed by structural equation modeling(SEM) using AMOS 18.0. The results revealed that firstly, self-efficacy has positive effects on performance expectancy, effort expectancy, and social influence. Second, performance expectancy, effort expectancy, and social influence have positive effects on behavioral intention. Performance expectancy has the most impact on positive behavioral intention. Third, the difference in the Chi-square between the moderating model and the constrained model is also significant. Managers of mobile learning should focus on mobile self-efficacy and facilitating conditions to enhance behavioral intention.

전문대학생의 NCS기초능력군과 진로준비행동과의 관계에 관한 연구 : 의사소통능력과 수리능력을 중심으로

성행남,조동환,Sung, Haengnam,Cho, Donghwan 디지털산업정보학회 2019 디지털산업정보학회논문지 Vol.15 No.2

The importance of the NCS(National Competitiveness Standards) is growing as the job market shrinks and more institutions require hiring based on NCS. Of the ten domains of NCS', the most relevant one with the performance of all tasks is basic capability group. The purpose of this study is to investigate the effect of college students' basic capability group(communication capability, mathematical capability) on their career preparation behavior. In this study, we set up a process model to comprehend the effect of college students' basic capability group on career preparation behavior based on social cognitive career theory. For research model testing, 561 questionnaires were used for empirical analysis through structural equations modeling. Empirical analysis showed that communication capability positively influenced college students' career preparation behaviors for employment. But, mathematical capability don't influenced college students' career preparation behaviors for employment. Next, career self-efficacy and career outcome expectation each positively influenced college students' career preparation behaviors for employment. Also, interest in the major positively influenced college students' career preparation behaviors for employment. The academic implications are as follows: Career self-efficacy and interest in the major were important factors in the communication capability. The process of communication capability affecting career preparation behavior and interest in the major was explained through social cognitive career theory and self-efficacy. The practical implications are as follows: Administrative assistance should be provided to improve the career self-efficacy of college students.