기업의 사회적 책임활동이 기업 이미지 형성과 기업 성과에 미치는 영향에 관한 연구 공유가치창출 인지정도에 따른 차이비교

이돈곤,이명진 한국유통과학회 2014 유통과학연구 Vol.12 No.9

Purpose - Recently, although corporate social responsibilityactivities have been increasing in size, they do not have to achieve qualitative improvements and can be passive and costconsuming. Therefore, companies should make quantitative aswell as qualitative improvements in their efforts in corporate social responsibility activities. In this study, the classification of social responsibility activitiesin a variety of studies was analyzed through a more specificpath than in previous studies. Corporate behavior image, socialbehavior image, and corporate contributions image were analyzed through a more detailed analysis of performance. This study suggests that more detailed and concentrated social responsibility activities be pursued by forming companies. Research design, data, and methodology- The purpose ofstudy is to gauge the corporate need for a more intensive, specific area of CSR activities. For this purpose, the sample ofconsumers that were targeted for CSR activities, recognized as261 persons, have been investigated. Through a theoretical discussion on previous research, nine hypotheses were establishedon corporate image, the influence of corporate performance onCSR, and the CSV regulation effect. In order to test the hy -pothesis, a survey was conducted on 261 male and female consumers who were targeted for CSR, being persons in their 20sto 40s. PASW Statistics 18.0 and AMOS 18.0 were used forstatistical analysis. Results- Corporate behavior image was formed through le -gal responsibility activities and economic responsibility activities. In addition to economic responsibilities, ethical responsibilitiesand environmental responsibilities were confirmed to have influ-ence on social behavior image. Corporate social responsibilityand philanthropic responsibility were confirmed to have influenceon economic contribution image. Corporate image has positiveeffects on brand attitude, corporate reputation, and corporatecompetition. In addition, when CSV awareness is high, consumers perceive corporate image only through economic responsibility. However, when CSV awareness is low, economic responsibilityas well as legal responsibility through charitable activities formthe corporate image that influences the brand attitude and corporate reputation, as well as corporate competitiveness. It wouldappear that the area of corporate social responsibility needsmore intensive management for corporate image and corporatecompetitive advantage. Conclusion- First, the findings of this study show that eachCSR activity has a different effect on corporate image and thus,the corporate image influences corporate performance in distinctways, depending on the CSR activity. This implies that reactivestrategies should be tailored to the required image. Second,there is a difference in CSV awareness between groups. Whenthe CSV awareness is low, we can confirm that legal responsibility activities have an especially significant effect on corporateimage, implying that corporations should pursue their economicobjectives within legal regulations and need to invest significanttime and effort for this. This study has limited generalization potential because the result of the model fit has insufficient reference value. In futureresearch, we need to approach various dimensions of corporate performance.

온라인 게임의 콘텐츠 특성과 운영 서비스품질이 유저의 지속이용의도 및 구전의도에 미치는 영향에 관한 연구: 온라인 스포츠 게임을 중심으로

방춘봉,이돈곤,한경석 한국게임학회 2015 한국게임학회 논문지 Vol.15 No.1

최근 온라인 게임은 콘텐츠 자체뿐만 아니라 운영 서비스가 종합적으로 작용하여 성장을 이루고 있다. 그러나 기존의 연구에서는 게임운영 서비스 품질에 비해 게임의 콘텐츠 특성에 많은 초점을 두고 연구가 수행되고 있다. 본 연구는 온라인 스포츠게임을 연구 대상으로, 게임의 콘텐츠특성과 운 영 서비스품질이 유저의 지속이용의도와 구전의도에 미치는 영향을 기대충족 모델을 적용하여 분석 하고, 그에 따른 지속 서비스를 위한 유저 풀을 확대 및 확보하는데 어떠한 노력을 기울여야 하는지 에 대하여 학술적 및 실무적 시사점을 제시하였다. 연구결과, 게임 컨텐츠 특성인 현실성은 기대충족 까지도 영향을 미치는 게임 콘텐츠의 주요한 변수임이 밝혀졌으며, 운영 서비스 품질인 공감성은 기 대충족에도 영향을 주어 구전의도를 일으키는 직·간접적 역할을 하고 있음을 확인할 수 있었다. A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

친환경공급사슬관리 외부동기·관계실행 ·성과의 관계에 관한 연구

김상오,윤선희,이돈곤 한국물류학회 2017 물류학회지 Vol.27 No.6

This research intended to study about the relationships between the external motives, the relationship execution factors, and the corporate performance factors with the environment-friendly supply chain with the small- and medium-sized enterprises in Korea as the subjects. The external motive factors of the environment-friendly supply chain were defined as the corporate image, the demands of the client company, and the regulations of the government. And the relationship execution factors were defined as the environment-friendly purchases and the environment-friendly cooperation. And the corporate performance was defined as the corporate, environmental performance. Regarding the questionnaire survey, the subjects were the middle managers who had continued to work for the 5th year or longer employed for the work related to the developments, the productions, the purchases, the planning, the materials, and the distribution management related to the Supply Chain Event Management (SCEM) of the 500 manufacturing corporations. Either the survey questionnaire was sent by e-mail or fax, by visiting the corporations, or through another related company. And, from these corporations, 180 survey questionnaires were collected. Excluding the 46 survey questionnaires in which there were the insincere answers, the 154 survey questionnaires were analyzed by using the statistics packages of the SPSS 23.0 and the AMOS 23.0. As a result of the statistical analysis, it appeared that the path coefficients were statistically significant between the demands of the client company and the environment-friendly cooperation, the demands of the client company and the environment-friendly purchases, the environment-friendly cooperation and the environmental performances, the environment-friendly purchases and the environmental performances, and the regulations of the government and the environmental performances. As a result, it appeared that, among the 3 low-ranking factors of the external motive factors of the environment-friendly supply chain management, only the demands of the client company had the influences on the environment-friendly cooperation and the environment-friendly purchases, which are the relationship execution factors of the environment-friendly supply chain management. And it appeared that the environment-friendly cooperation and the environment-friendly purchases had the influences on the environmental performance and that the regulations of the government have the direct influences on the environmental performances. 본 연구는 국내 제조기업을 대상으로 친환경공급사슬 외부동기·관계실행요인·성과요인의 관계에 대해 연구해 보고자 하였다. 친환경공급사슬 외부동기요인은 기업이미지와 고객사의 요구 및 정부의 규제로, 관계실행요인은 친환경구매 및 친환 경협력으로, 성과는 환경성과로 정의하였다. 설문조사 대상으로는 제조업체의 친환경공급사슬관리 관련 기획, 개발, 생 산, 구매, 자재, 물류관리 업무에 종사하는 근속 5년차 이상 되는 중간관리자를 대상 500개 기업을 대상으로 이메일이 나 팩스로 설문지를 보내거나, 기업체 방문, 기타 관련업체를 통해 설문지를 보냈으며, 54개 설문지를 SPSS Ver.23.0과 AMOS Ver.23.0 통계패키지를 이용하여 분석하였다. 통계분석결과 고객사의 요구와 친환경협력, 고객사의 요구와 친환경구매, 친환경협력과 환경성과, 친환경구매와 환 경성과, 정부의 규제와 환경성과 간의 경로계수가 통계적으로 유의한 것으로 나타났다. 따라서 친환경공급사슬관리 외 부동기요인의 3개 하위요인 중 고객사의 요구만 친환경공급사슬관리 관계실행요인인 친환경협력과 친환경구매에 영향 을 미치며, 친환경협력과 친환경구매는 환경성과에 영향을 미치며 정부의 규제는 환경성과에 직접 영향을 미치는 것으 로 나타났다. 이와 같은 영향을 통해 볼 때 친환경공급사슬관리에 대한 외부동기 중 기업이미지는 거의 영향이 없으면 고객사의 요구를 관계실행을 통해 환경성과를 내고 있으며, 정부의 규제에 대한 요구가 있을 때 환경성과를 내는 가장 강력한 동 기가 된다는 것을 알 수 있었다. 이를 통해볼 때 환경성과를 위한 정부의 정책적 제안이 중요함을 알 수 있다.

온라인 게임의 콘텐츠 특성과 운영 서비스품질이 유저의 지속이용의도 및 구전의도에 미치는 영향에 관한 연구

방춘봉(Fang, Chun-Feng),이돈곤(Lee, Don-Gon),한경석(Han, Kyeong-Seok) 한국게임학회 2015 한국게임학회 논문지 Vol.15 No.1

최근 온라인 게임은 콘텐츠 자체뿐만 아니라 운영 서비스가 종합적으로 작용하여 성장을 이루고 있다. 그러나 기존의 연구에서는 게임운영 서비스 품질에 비해 게임의 콘텐츠 특성에 많은 초점을 두고 연구가 수행되고 있다. 본 연구는 온라인 스포츠게임을 연구 대상으로, 게임의 콘텐츠특성과 운영 서비스품질이 유저의 지속이용의도와 구전의도에 미치는 영향을 기대충족 모델을 적용하여 분석하고, 그에 따른 지속 서비스를 위한 유저 풀을 확대 및 확보하는데 어떠한 노력을 기울여야 하는지에 대하여 학술적 및 실무적 시사점을 제시하였다. 연구결과, 게임 컨텐츠 특성인 현실성은 기대충족까지도 영향을 미치는 게임 콘텐츠의 주요한 변수임이 밝혀졌으며, 운영 서비스 품질인 공감성은 기대충족에도 영향을 주어 구전의도를 일으키는 직 간접적 역할을 하고 있음을 확인할 수 있었다. A recent online game is growing with the combined action of content as well as operating services. However, in previous studies, with a lot of focus on content characteristics of game than the game operating service quality studies have been carried out. This study targeted research online sports games, operating service quality and content characteristics of the game are analyzed effects of word-of-mouth and continued usage intention by applying Expectation Confirmation Model. as a result, it has found that as a result, it has found that sense of reality turned out to be a major variable affecting the content of the game even expectation confirmation. Directly and indirectly, it was confirmed that the role of empathy affect to expectation confirmation and satisfaction.

경영환경·기술역량·기업성과의 관계-중소기업을 대상으로-

김상오 ( Kim Sang Oh ),윤선희 ( Youn Sun Hee ),이돈곤 ( Lee Don Gon ) 한국물류학회 2016 물류학회지 Vol.26 No.6

본 연구는 국내 중소기업을 대상으로 경영환경·기술역량·기술성과 및 경영성과의 관계에 대해 연구해 보고자 하였다. 기업 내·외부 환경이 기술역량에 미치는 영향과 기술역량이 기술성과 및 기업성과에 미치는 영향을 검증하고자 하였다. 기술역량은 기술기반역량과 기술실행역량 및 기술사업화 역량으로 분리하고, 기술기반역량이 기술실행역량에 미치는 영향, 기술실행역량이 기술사업화역량에 미치는 영향에 대해 검증하였다. 또한 기술사업화역량이 기술성과와 경영성과에 미치는 영향 및 기술성과가 경영성과에 미치는 영향을 검증하였다. 실증분석결과 모든 변수들의 관계가 정(+)의 방향으로 영향을 미치는 것으로 검증되었다. 또한 분석결과 흥미로운 것은 이들 변수들 간의 영향은, 경영환경 ->기술기반역량 -> 기술실행역량 -> 기술사업화역량 -> 기술성과 -> 경영성과의 방향으로 큰 흐름이 있는 것으로 나타났다. 이러한 결과를 토대로 기업에서 기술혁신실행을 통해 경영성과를 거두기 위해 어떠한 단계의 실행이 필요한가에 대한 시사점을 제시하여 줄 수 있고, 기업에서의 기술혁신은 기술과 직접관계 되는 실행뿐만 아니라 조직의 학습역량과 같은 기본적인 역량이 필요함을 시사하고 있다. The purpose of this study is to investigate the relationship of business environment, technological capability, technological performance and business performance for SMEs in Korea. The study investigated the effect of the internal and external environment on the technological capability and the technological capability on the technological performance and on the corporate performance. Technological capability is divided into technological foundation capability, technological practice capability and technology commercialization capability. The study examined the effect of technological foundation capability on technological execution capability and technological execution capability on technology commercialization capability. The study also examined the effect of technology commercialization capability on technological performance and business performance and the effect of technological performance on business performance. Empirical results show that all variables have a positive direction. The results of the analysis also show that there is a significant trend in the direction of business environment → technological foundation capability → technological execution capability → technology commercialization capability → technological performance → business performance. Based on these results, we can suggest the implications of what steps need to be taken to achieve business performance through the implementation of technological innovation in a company. These results also imply that technological innovation is in need of not only direct practice but also basic competence such as learning competence in a company.