모바일 쿠폰의 미소지로 인한 후회감이 구매의도에 미치는 영향에 관한 연구 : 후회해소과정을 중심으로

옥정원,이종호,권희준 한국방송광고공사 2009 광고연구 Vol.0 No.83

본 연구의 주요 목적은 크게 세가지 차원에서 언급될 수 있는데, 먼저 모바일 쿠폰의 미소지로 인한 후회감과 이러한 후회감에 영향을 주는 모바일 쿠폰의 특성이 무엇인지를 살펴보는데 있다. 둘째, 그러한 후회감의 해소과정이 어떻게 형성되는지 살펴보는 데 있으며, 마지막으로 이러한 후회감형성과 후회감 해소과정이 해당 소비자들의 구매후 행동에 어떠한 영향을 미치는지를 알아보는데 있다. 본 연구의 결과, 모바일 쿠폰의 특성은 해당 쿠폰의 미소지로 인한 후회감과 어느정도의 영향관계가 있는 것으로 밝혀졌으며, 이러한 후회감은 이를 해소하기 위한 과정으로 이어짐이 나타났다. 특히, 정보탐색과 후회감 해소에 대한 기대의 경우 해당 고객의 만족과 재구매 또는 방문과 관련이 있는 것으로 나타났다. 다만, 선행연구와 달리 인지부조화에 바탕으로 둔 자기설득의 경우에는 모바일 쿠폰의 후회감 해소과정에 있어 상대적으로 중요하게 작용하지 않은 것으로 나타났다. 이러한 연구결과는 모바일 쿠폰의 표적 선정에 있어 후회감 지각 및 이의 해소과정과 관련한 사용성향이 중요하게 고려될 수 있음을 반증하는 것으로 모바일 쿠폰을 통한 프로모션 전략을 수립시 차별화의 요소로 작요할 수 있다. The goal of this study is to examine that how the regret that consumers feel when they don't use mobile coupon affects consumers' behaviors after purchasing in connection with the common use of mobile coupon. Also, this study examines that the regret about unusing coupon, negative emotion regards as a mediator between satisfaction/dissatisfaction and post-purchase behaviors. Especially this study analyze three path model, to explain the effect of consumer regret on repeat and switching behavior. The results from the our research are following: First, propensity to use and recognized benefit of mobile coupon affect significantly regret by not using it. Second, regret by not using mobile coupon makes customers have regret solution. Third, regret solution by not using mobile coupon, information research effort and recovery expectancy increase customers satisfaction and intention of repurchase. Forth, in regret solution, self persuasion doesn't increase customer's satisfaction and intention of purchasing. Therefore, it is expected that efficiency and effectiveness of promotion program are improved by understanding consumers' needs as it is and by issuing mobile coupon that is suitable to targets. Also, it is driven marketing methods in promotions through mobile coupon system that is differentiated suitably will help to increase satisfaction, intention of using and re-visit.

건설분쟁 예방을 위한 발주자/계약자 내부 조직간의 마찰해소방안에 대한 연구 : 건설공사 관련 사례연구를 중심으로

옥종호,경갑표 서울産業大學校 2005 논문집 Vol.54 No.2

건설분쟁은 주로 계약당사자간의 계약조건을 둘러싼 갈등으로부터 야기된다. 그러나 직접적인 계약관계가 없는 발주자 또는 계약자 하부조직 간의 갈등 역시 빈번하게 계약당사자 간의 분쟁요인을 제공하게 된다. 그러한 조직 간의 갈등요인을 파악하고 효과적인 해결방안을 마련하는 것은 건설관리자가 수행하여야 할 중요한 업무중의 하나이다. 성공적으로 하부조직 간의 갈등을 해결하기 위하여 건설관리자는 여러 가지 갈등해결 방법의 장단점, 각 방법 운용에 따른 갈등해결의 결과, 해결 과정에 내재되어 있는 심리적인 전이 등을 이해함이 필요하다. 본 연구의 목적은 발주자 하부조직 간의 갈등사례연구를 통하여 위와 같은 사항에 대한 건설관리자의 이해를 높이기 위한 것이다. 우리나라 한 지방정부의 시민회관을 건립하는 과정에서 공사에 관련된 두 단위 조직간에 발생하였던 갈등 관계를 분석하며 그 갈등 해결 과정에 포함되어 있는 접근 방법과 갈등당사자간의 심리적인 변화 등을 분석한다. 사례 분석 결과를 바탕으로 건설사업 추진 시 효과적인 갈등해결을 위한 향후 연구방향을 제안한다.

全國單位 敎育行政情報體系 구축사업 적용을 위한 실험적 敎育施設現況管理시스템 開發에 관한 硏究

옥종호,권순범 서울産業大學校 2005 논문집 Vol.54 No.2

The main objective of this research is to develop an experimental educational facility management information system that will be used for maintaining existing educational facilities in the elementary, junior high, and high schools. The development is based on the nationwide development plan of the education administration information system. The system developed is accomplished by use of Map-application Information System (MAPIS), an applied commercial software that combines Geographic Information System (GIS) with existing Information and Communication Technologies (ICT) such as Database system, Multimedia methodology, and Internet system. In order to figure out the features to be improved in the system developed, the research interviewed the educational facilities management in the Ministry of Education and P Local Education Authority. The authors suggest the functional improvement of the system based on the interview results.

리스크 영향을 반영한 공기산정 방식에 관한 연구 : Fuzzy Set 이론 적용기법

옥종호,오병석 서울産業大學校 2005 논문집 Vol.54 No.2

Risk and uncertainty are inherent in all construction projects. Appropriately determining a project schedule under risk and uncertainty is one of the most important factors in a contractor's succeess on a project. However, when the likelihood of inccurring risk events and the risk-associated consequences (schedule overrun or schedule reduction) is uncertain, contractors face difficulties in estimating a project duration. While the Critical Path Method (CPM) has been widely used in scheduling a project, it is frequently criticized because (1) CPM assumes that an activity's duration can be estimated with certainty and (2) in consequence, CPM cannot reflect the project risk and uncertainty in schedule estimation. The main objective of this paper is to present a schedule risk quantification method for estimating a risk-associated activity's duration. The uncertainty in the quantified risk consequences (activity duration loss or gain) is accounted for by using a fuzzy set approach. A numerical example is presented to show how the method can be put into practice and how suitable it is in measuring risk-associated activity duration.

공공교육시설 건설공사비 절감방안의 문제점 분석과 개선방향에 관한 연구

옥종호,이창우 서울産業大學校 2005 논문집 Vol.54 No.2

The Ministry of Education and Human Resource Development has implemented the Construction Cost Saving Policy since 1998. The National Universities and Regional Education Committee have been required to follow the details of the Policy in constructing educational facilities in their jurisdiction. While the Policy has positive effect on construction cost saving of the entities, it has been criticized from the beginning of the Policy implementation because of its negative impact on project quality, education quality, trust in the public sector construction business, and solvent operation of the private construction companies which build the educational facilities in the entities. The research aims at investigating the pitfalls of the Policy and suggesting more reasonable approaches that can satisfy both the governmental entities and the private companies.

온라인 브랜드 자산 지표(OBEI)개발을 통한 브랜드 자산 증대 방안에 대한 연구

이종호,김문태,옥정원 釜山 大學校 經營 經濟 硏究所 2007 經營 經濟 硏究 Vol.26 No.2

한류브랜드 자산요인의 구조적 영향관계에 관한 연구

이종호,옥정원,우도강 부산대학교 경영경제연구소 2007 經營 經濟 硏究 Vol.25 No.1

본 연구는 최근 동아시아의 문화현상에 있어 이슈로 작용하고 있는 한류(韓流)현상에 대하여 마케팅적 관점의 한류브랜드 자산형성의 요인과 제반 관계를 검증한 논문이다. 이에 본 연구는 한류브랜드 자산의 형성에 있어 중요하게 작용하는 요인들을 한류브랜드 개성과 자아이미지의 일치성, 한류브랜드에 대한 지각된 품질, 한류브랜드와 소비자와의 관계(감정적 애착, 행동적 연관, 인지적 신념), 그리고 한류브랜드에 대한 충성도 등으로 구분하여 관련 관계를 검증하였다. 이러한 관계검증을 위해 본 연구에서는 중국현지에서 인기가 높은 3가지 한류브랜드(연예인, 드라마, 영화)를 중심으로 한 설문조사를 실시한 결과 3가지 한류브랜드의 경우 모두 특정 한류브랜드에 대한 지각된 품질과 한류 브랜드-소비자와의 관계, 그리고 한류브랜드 충성도가 통계적으로 유의한 결과가 있는 것으로 나타났으며, 나머지 요인들의 관계에 있어서는 해당 한류브랜드 별로 부분적인 영향관계가 있는 것으로 나타났다. The contemporary world where korean-wave pervades so widely not only makes Korea more well-known but also provides great opportunity for many Korean enterprises to foster Korean-wave brand property and create massive economic value at the same time especially via marketing and brand name strategy. so, keeping away from the problem in the courses of the present studies, the ultimate purpose of this research is to comprehend the influence of the identification of Korean-wave brand personality with self-image on perceived quality, on the relation between consumer and brand names and on brand loyalty with the phenomenon of the so-called Korean-wave in china. In oder to clarify its influence, theoretic studies have been carried out to formulate a comprehensive model for research. as result, 12 hypotheses have been concluded. Emerging in the phenomenon of Korean-wave brands, namely performers, TV-plays and movies, have been studied as major objects.

김(海苔) 貯藏中의 褐變反應

金淳玉,李康鎬,李鍾祜 釜山水産大學校 1975 釜山水産大學 硏究報告 Vol.14 No.2

With respect to sugar, amino acid, pigment and other components in dried laver, every individual component has been known so get lost during the storage. In this study, th spectral property of the brownish pigment appeared in the water dialyzed fraction from laver extracts, which might be produced by such reactions as degradation and interactions among the components was investigated. Futhermore, the related reaction for the formation of browning pigment like nonenzymatic browning and tendency of the reaction under different storage conditions were also discussed. In the analysis of absorption spectra of the brownish pigment, and absorption maximum at 320 nm and two absorption zones in between 440 to 460nm, and 500 to 560 nm, while the peak at 320 nm reduced with the progress of browning but two others showed gradual increase. the absorption at 440 to 560 nm corresponded to the wavelengths generally applied to the determination of browning. From the results of the model system where xylose or glucose added alone or both (1:1 mole ratio) to the extracts of laver, the addition of sugar and amino acid, the increase of heating temperature, and the prolongation of reaction time activated markedly the reaction rate as generally encountered in the Maillard type browning reaction and so the system was progressively affected by pH increase of 3 to 6 and showed a reduced rate of reaction by th addition of inhibitor that the browning of laver is elucidated as the sugar-amino reaction. The 20 to 30 percent loss in both amino acid and reducing sugar content during 2 month storage was closely correlated with the increase of absorbance at 440 nm, which supports that the consumption of sugar and amino acid was attributed to the formation of brown pigment. In the observation of spectral changes when stored under four different conditions where at water activity of 0.065 and 0.76, 30℃ and room temperature respectively, the reaction rate was decisively affected by the water activity rather than the storage temperature. In consideration of above results, it is concluded that the brown pigment in laver extracts is formed by sugar-amino reactions and that the ambient humidity during the storage is assured to influence the rate of browning reaction.

지모(知母)의 항암활성성분에 관한 연구

이승호,유시용,최상운,노재성,김성기,이정옥,안종웅 영남대학교 약품개발연구소 1995 영남대학교 약품개발연구소 연구업적집 Vol.5 No.-

EtOAc soluble part of MeOH extract of Anemarrbena asphodeloides rhizome was evaluated for the cytotoxicity against the five kinds of human tumor cell lines (A-549, SK-OV-3, SK-MEL-2, XF498 and HCT15) in vitro. Bioassay-guided fractionation of EtOAc soluble part led to the isolation of active compound which was identified as timosaponin A-Ⅲ1 showed potent cytotoxic activity, but its genin, sarsasapogenin, did not show cell growth inhibition.

A Multi-attribute Decision Model to Measure Preliminary Feasibility of the Privatized Building Projects

Jong Ho Ock 대한건축학회 2003 Architectural research Vol.5 No.1

The Build-Operate-Transfer (BOT) mechanism is extensively used worldwide to promote diverse building projects. Success in the BOT<br/> projects mainly depends on choosing a right project to propose. However, it is very difficult to identify a preliminary feasible one at the up-front project development process due to the uncertainties involved. When choosing a probable project to propose, the developers in most cases rely on their experience, intuition, or gut feelings. It is expected that they will improve the chances of deciding a viable project to propose if the methodical formalism is provided that guides to systematically recognize the risk factors inherent in the project environment, their impact on project feasibility, and strategic alternatives to enhance them. The main objective of this research is to develop a go/no-go decision model as the formalism. Based on the review of diverse decision-making theories, the Multi-Attribute Decision Analysis Method (MADAM) is identified as a suitable theoretical methodology to developing the formalism. Fourteen BOT experts are invited to put their experience in the model development. A numerical example is presented to demonstrate the computational procedures of the model developed.