주택가 CVS의 점포운영 활성화에 관한 연구

양회창 한국유통과학회 2005 한국유통과학회 학술대회 논문집 Vol.2005 No.-

국내 CVS사업은 1989년 세븐일레븐이 1호점인 올림픽 선수촌점을 개점한 이래 성장을 거듭하면서 유통업의 한 축으로 자리를 잡았다. 도입된 지 16년이 지난 지금 CVS 사업은 성숙기에 접어들어 향후 성장속도는 점차 둔화될 것이나 질적 성장 중심으로 변화될 것으로 보인다. 본 연구는 성숙기에 접어든 CVS가 역세권에 비해 주택가에 입점한 경우 심각한 경영난에 허덕이고 있는 것을 중심으로 주택가 CVS의 점포 운영시스템이 역세권 등과 차별화되는 경우 수익구조의 실현이 가능하지 않겠는가의 가능성을 염두에 두고 실시해보기로 한다. 본 연구는 연간 최고 매출기간인 5월의 역세권 및 주택가 매출액을 비교함으로써 수익구조의 차이를 확인하고 면접법을 통하여 분석된 주택가 및 역세권 CVS의 문제점을 확인한 후 주택가 CVS의 점포 운영 활성화를 통한 수익구조 실현이 가능한지를 제언해보고자 한다.

The Impact of Marketing and Brand Value on the Long-Term Purchasing Behavior Regarding Industrial Goods

양회창,문유호,Tasnuva Khan 한국유통과학회 2013 유통과학연구 Vol.11 No.5

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

Small and Medium Business Workers’ Positive Psychological Capital, Life Satisfaction, and Innovative Work Behavior

양회창,Hee-Young Cho 한국유통과학회 2015 유통과학연구 Vol.13 No.7

Purpose - This study aims to measure the influence of the positive psychological capital (PPC) of business workers by using innovative work behavior (IWB) and the influence of Leader-member exchange (LMX) and Member-member exchange (MMX) in this relation and investigating the directional efforts of small and medium company leaders and members. Research Design, Data, and Methodology - This study selects PPC as an integrated superior concept to establish research models and hypotheses of the influence of PPC on IWB, and the influence of LMX and MMX in these relations. Of the questionnaires distributed, 373 valid questionnaires were collected in total. Results - It was confirmed that the PPC of workers has a statistically significant influence on LMX, MMX, and IWB. Moreover, LMX and MMX have similar influence on worker life satisfaction with life satisfaction and innovative work behavior having different dimensions. Conclusion - To enhance IWB, worker PPC is very important as it has significant influence on the relations with leaders. However, it is also notable that positive relations with colleagues did not influence IWB.

Environmental Perception, Ethical Consumer Behavior, and Price Sensitivity: Impact on Using Intention of Eco-Friendly Products

양회창,한태점 한국유통과학회 2014 유통과학연구 Vol.12 No.10

Purpose – This study aims to identify the effect of corporateeco-friendly marketing, which focuses on corporate social re-sponsibility, on the environment, natural preservation and pro-tection, and environmental concern among consumers. Research design, data, and methodology – A total of 92 validquestionnaires were used for analysis. A structured model wasestablished and a 3-step mediated regression test was em-ployed to see how consumers’ perception of ethical consumerbehavior and price sensitivity are influential in relation to the im-pact of consumer's perception of eco-friendliness on the usingintention in relation to eco-friendly products. Results – Three factors of eco-friendly perception all have apositive impact on ethical consumer behavior, thus lowering theirprice sensitivity. In particular, it is found that environmentalknowledge and environmental concern are important to promoteethical consumer behavior. Conclusion – It is found that, to increase the using intentionof eco-friendly products, an enterprise should practice aneco-friendly marketing strategy, deliver eco-friendly related knowl-edge, and include contents to allow consumers to take an inter-est in the environment for effective performance of marketing.

Effects of the m-VALS on the Mobile Shopping Acceptance Incentive and Consistent Use Intention

양회창,김안식 한국유통과학회 2014 유통과학연구 Vol.12 No.10

Purpose – This study intends to verify if the m-VALS developed to help the establishment of the mobile shopping vitalization strategy is classified as the same type as it is in the adult customers. Research design, data, and methodology – A total of 84 valid copies of the questionnaire were used. Factor analysis was performed first, as well as performing reliability and validity analysis after deducing the factors, and the simple regression analysis and multiple regression analysis techniques were employed. Results – The m-VALS needs verification through various groups and the delicateness of the questions needs to be ensured; further, for all the lifestyle types in relation to the mobile shopping acceptance incentives, all the remaining lifestyle types excepting the sociability-oriented type had a positive effect on consistent use intention. Conclusion – It is implied that the charm of the mobile shopping App should be enhanced and that, when establishing the mobile shopping mall with which the positive frequent and interactive communication is possible along with the opportunity to be together, the positive achievement can be obtained.

전통시장 선택 속성이 관계품질에 미치는 영향 : 소비감정의 조절효과와 소비자 가치의 매개효과

양회창,주윤황 한국유통과학회 2012 유통과학연구 Vol.10 No.12

Purpose - This study examines college students’ perceived choice attributes in traditional markets and the relationship quality. We study the relationships between attributes that common people look for while choosing a store (e.g., product, service, advertising, and atmosphere), consumption emotion, consumer’s value, and relationship quality. Research design, data, methodology - In order to verify the relationship between choice attributes and relationship quality, and moderating (i.e., consumption emotion) and mediating effects (i.e., customer value), we collected data from 202 consumers in Gyeonggi province to test the theoretical model and its hypotheses. For this purpose, this study, utilized an empirical methodology. Results - First, contrary to the previous research findings involving college students, this study observed that four factors of store choice attributes at a traditional market were important to consumers in heightening the relationship quality. Specifically, product (β = .608, p < .01), service (β = .351, p < .01), advertising (β = .237, p < .01), and atmosphere (β = .425, p < .01) are significantly related to relationship quality. Second, consumers selected product (β =. 521, p < .01) as the most important attribute. Atmosphere (β = .254, p < .01) and service division (β = .148, p < .05), in this order, are the other important factors in this regard. However, advertising (β = -.112, p = .100) is not statistically significant. To improve and develop the relationship quality with consumers, traditional markets should ensure supply of suitable products and goods, improve store atmosphere by modernizing facilities, and educate merchants to improve their services. Third, the results of the moderating effects, although marginally statistically significant, suggest that for the consumers with low consumption emotion for traditional markets, an affirmative experience of products and store atmosphere heightens their values. In addition, the consumers having low consumption emotion who could promote consumer values were found to improve and develop a marginally significant relationship quality. Finally, the study revealed that the consumer’s value exhibited a complete mediation effect in the relationships between service and relationship quality, and advertising and relationship quality and a partial mediation effect in the relationships between product and relationship quality, and atmosphere and relationship quality. Conclusions - Consumer satisfaction is important to increase the competitiveness of traditional markets, and products and store atmosphere are important attributes to increase the relationship quality. Specifically, merchants should supply different products, modernize their facilities, and improve store atmosphere to compete in traditional markets. In addition, traditional markets should provide value and competitive prices to attract consumers, and should maximize the consumer’s value and promote the consumption emotion. Traditional markets should evolve to accommodate changes in the consumer’s value and invest in not only functional elements but also symbolic elements.

전통시장 상인들의 저탄소 녹색성장에 대한 인식과 조직몰입의 관계에 대한 연구

양회창,김성일,박영호,이상남 한국유통과학회 2011 유통과학연구 Vol.9 No.3

Since the Korean retail industry was made accessible to the big conglomerates and foreign retail companies, local traditional markets have faced serious problems. To sustain the local traditional markets’ survival, the Korean government established various remedial policies for addressing, and many scholars published articles to suggest how to find solutions to, the problem. Unfortunately, the results have not been satisfactory. The purpose of this study is to find another way to help the Korean traditional retail market, from the view point of the Green Growth Policy, an initiative designed to address environmentally balanced economic growth in Korea. In order to survive and to maintain sustainable growth, it is incumbent upon retailers in the traditional market to understand the concept of the Green Growth Policy. A survey was conducted as a means of testing the degree of awareness of the Green Growth Policy, as well as determining the relationship between the degree of awareness and the degree of organizational commitment by the retailers in the local traditional markets. Interestingly, we were able to detect some of the features (e.g., they were distinguished by the elderly and the young, as well as low level of education and high level of education) in the traditional market retailers’ demographic characteristics. We utilized the analysis of variance (ANOVA) statistical method to simultaneously compare the differences in retailers’ demographic characteristics; the results were as follows: Overall, the results showed that the awareness of the Green Growth Policy, the degree of trust in the government’s policy, levels of self-efficacy, and levels of organizational commitment were higher with the older traditional market retailers than the younger traditional market retailers. Specifically, the degree of trust in government policies (F=9.964,p < .05), levels of self-efficacy (F=5.532,p < .05), and levels of organizational commitment (F=5.697,p < .05) were statistically significant. Moreover, in the portion of the study that addressed the difference between education levels, all the variables were averaged in the higher education category of the traditional market retailers. Specifically, awareness levels of the Green Growth Policy (F=8.564,p < .005) and levels of self-efficacy (F=6.754,p < .005) were statistically significant. These results revealed that the traditional market retailers’ demographic characteristics should be considered important factors in order to realize their policy. The results of the study showed the following: 1) The degree of awareness of the government’s Green Growth Policy was statistically significant as it related to traditional market retailers' organizational commitment. 2) The degree of trust of the government’s policy was significantly moderated between the awareness of the government’s Green Growth Policy and the traditional market retailers' organizational commitment. This result demonstrates that the traditional market retailers' awareness of the government’s Green Growth Policy will show more organizational commitment with higher levels of trust of the government’s policy. 3) It also revealed that traditional market retailers' self-efficacy was fully mediated between the awareness of the Green Growth Policy of the government and traditional market retailers' organizational commitment. The results suggest that the government should show an interest in showing traditional market retailers how to enhance their traditional markets. Implications and future research directions are also discussed.

가맹본부의 리더십 유형과 가맹사업자의 매출과의 관계에 관한 실증적 연구 - 관계결속의 매개효과와 동기의 조절효과를 중심으로 -

양회창,이영철 한국유통과학회 2009 유통과학연구 Vol.7 No.4

This study explores the relationships among franchisor's leadership style, franchisee's revenue, and commitment The main purpose of this study is when the causal relationship between leadership style and revenue to determine the mediating effect of commitment and when causal relationship between leadership style and commitment to determine the moderating effect of motivation. The results of the study show that franchisor's leadership styles are significantly related to franchisee's revenue. Although all leadership styles exhibit significant relationships with franchisee's revenue, only achievement oriented leadership style plays a significant role in the formation of franchisee's revenue. The level of franchisee's intrinsic motivation is significantly moderated between franchisor's supportive leadership style and commitment. It is also revealed that commitment exhibit complete or partial mediation effect in the relationships between franchisor's all leadership style and franchisee's revenue. Implications and future research directions are also discussed.

안경업 프랜차이즈 가맹본부와 가맹사업자와의 관계특성이 관계성과에 미치는 영향

양회창,홍계훈,이영철 한국유통과학회 2010 유통과학연구 Vol.8 No.2

This study attempted to investigate the impact of relational characteristics just like level of perceived communication, support, conflict and justice between optical franchisor and franchisees on relational performance. Data collected from A Optical Franchisees supported two hypotheses such as communication and relational satisfaction, relational satisfaction and long-term commitment that were proposed. Another result between justice and relational satisfaction in this study shows that the other research and interpretation for this phenomenon was attempted. In accordance with the results, the following conclusion was made: it is very important to communicate with franchisor, and the core mean for that would be the enhancement of the long-term commitment of franchisees through the perceived relational satisfaction of franchisee's in optical franchise system. To accomplish this, to understand characteristics of franchisor and franchisees and fit of their characteristics should be preceded.

BERTopic과 LDA를 활용한 유통산업 연구동향 분석

양회창 피터드러커 소사이어티 2022 창조와 혁신 Vol.15 No.4

"The purpose of this study is to derive clues that can be helpful in the development of the distribution industry by exploring the areas of interest of experts in the distribution industry, and to provide insight into the future research direction related to the distribution industry. To this end, in this study, a total of 2,643 English abstracts were extracted among the thesis searched by the keyword “distribution industry” in RISS as of September 20, 2022, and word frequency analysis, word clouding, and word co-occurrence frequency BERTopic, LDA and OLS regression analysis were analyzed using Python 3.7. The analysis results are as follows. First, as a result of word frequency analysis and co-occurrence frequency analysis, it was found that market, system, product, company, information, and development-market and market-system were frequently used. Second, as a result of BERTopic and LDA, 12 topics including beauty & fashion distribution, performance & art distribution, and distribution information technology were derived. Third, as a result of trend analysis using OLS regression analysis, it was confirmed that the topics of music content distribution, food safety, food material distribution, distribution information technology, and physical distribution increased statistically significantly. Through this study, it was found that research related to the distribution industry is being studied on topics related to the development of the cultural industry according to global Hallyu trends such as K-POP and changes in consumers' lifestyles. In addition, it was confirmed that it reflects the phenomenon of the distribution industry, which is facing a huge change from offline to online according to changes in consumer purchasing trends. However, it was judged that a more diverse perspective according to the distribution industry was necessary for the 12 limited themes. Therefore, it was suggested that research on various topics related to cost reduction and control, strengthening of internal capacity such as risk management mechanism, M&A and investment, and regulation of the distribution industry is necessary." 본 연구를 통해 유통산업과 관련된 연구는 K-POP 등 글로벌 한류 트렌드와 소비자의 라이프스타일의 변화에 따른 문화산업의 발전과 관련된 주제 뿐 아니라 소비자의 구매트렌드 변화에 따라 오프라인에서 온라인으로 전환되는 거대한 변화에 직면한 유통산업의 현상을 반영하고 있음을 확인하였다. 그러나, 12개의 제한된 주제로는 유통산업에 따른 좀 더 다양한 시각이 필요할 것으로 판단하고, 비용절감 및 통제, 위험관리 메커니즘 등 내부 역량 강화, M&A와 투자, 유통산업 규제와 관련된 다양한 주제에 대한 연구가 필요함을 제시하였다