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Joonhwan KIM(Joonhwan KIM),Wujin CHU(Wujin CHU),Sungho LEE(Sungho LEE) 한국유통과학회 2022 유통과학연구 Vol.20 No.9
Purpose: The role of salespersons' emotions in effective selling behavior garners attention among scholars and practitioners. Previous studies have investigated the effects of emotional intelligence and emotional labor on sales success separately. However, to understand the whole process, the relationships among salespersons’ cognition, emotions, and behaviors should be considered simultaneously. Accordingly, we uniquely examined how salespersons’ emotional intelligence (emotional antecedent) and customer orientation (cognitive antecedent) influence their emotional labor (deep acting vs. surface acting), adaptive selling behavior, and the selling results in the retail environment. Research design, data, and methodology: To improve methodological rigor, we used the dyadic approach. We measured 182 salespersons’ emotional intelligence, customer orientation, and emotional labor, and 364 customers assessed the salespersons' adaptive selling behavior and selling results in the insurance and duty-free department retailing sectors. Result: The findings suggest that salespersons' customer orientation and emotional intelligence relate to deep-acting of emotional labor, affecting their adaptive selling behavior and relationship quality with customers. Conclusions: As for managerial implications, sales managers may well consider emotional intelligence levels when selecting salespersons in the retail industry. Additionally, practical training programs are required to cultivate customer orientation, emotional intelligence, and deep acting while performing emotional labor.
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Juyon Lee,Wujin Chu 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.2
Combining theories of the goal-derived product evaluation and holistic versus analytic thinking style, the authors investigate the effects of adding novel attributes on new product evaluation. While one may predict that adding novel attributes may be appealing to consumers as it provides new benefits, the authors propose that, in some cases, it may not. The current research investigates consumers’ view of new attribute addition depends on the novel attribute’s goal congruence with the consumption goals of the base product, which may be hedonic or utilitarian in nature. Further, consumers’ holistic versus analytic thinking style moderates the effect of such goal congruence. Study 1 examines the asymmetric evaluation towards new products when a goal-incongruent (vs. congruent) attribute is added to either a hedonic or a utilitarian base product. When the base product is hedonic (vs. utilitarian) by nature, consumers show lower evaluations for new products with the addition of goal-incongruent (utilitarian) attributes compared with the addition of goal-congruent (hedonic) attributes. Study 2 examines the moderating role of thinking style. The results indicate that in promoting products with novel goal-incongruent (vs. congruent) attributes, using a holistic thinking style effectively increases product evaluations compared with using an analytic thinking style. Study 3 replicates studies 1 and 2 to prove the generalizability of the effects by using different stimuli. These findings have implications for new product positioning and promotion strategies.
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혁신성 새로움이 소비자 구매 의향에 미치는 영향: 친숙성과 지각된 위험의 매개 효과와 속성 대 편익 소구의 조절 효과를 중심으로
이주연(Lee, Juyon),주우진(Chu, Wujin) 한국마케팅학회 2020 마케팅연구 Vol.35 No.1
신제품의 구매 의향을 증가시키기 위해서 마케터들은 어떠한 노력을 해야 할까? 본 연구에서는 소비자가 지각하는 혁신성 새로움(perceived innovation newness)이 구매 의향에 이르는 심리적 기제로서 친숙성(familiarity)과 지각된 위험(perceived risk)의 매개 효과를 살펴보았다. 연구 결과 혁신성 새로움이 증가할수록 친숙성은 낮아진 반면, 친숙성이 높아질수록 구매 의향은 증가하였다. 동시에 혁신성 새로움이 증가할수록 지각된 위험은 높아졌고, 지각된 위험이 높아질수록 구매 의향은 감소하였다. 그리고, 혁신성 새로움 수준에 따라 신제품을 점진적 혁신제품(INPs: incrementally innovative new products)과 급진적 혁신제품(RNPs: radically innovative new products)으로 구분하여 혁신성 새로움 수준과 구매 의향 사이의 관계에서 소구 유형의 조절효과가 나타나는지 살펴보았다. 해석 수준 이론(construal level theory)에 의하면 소구 유형은 하위 수준의 해석(low-level construal)을 활성화하는 구체적인 속성(concrete attributes) 소구와 상위 수준의 해석(high-level construal)을 활성화시키는 추상적인 편익(abstract benefits) 소구로 분류할 수 있다. 혁신성 새로움 수준(INP vs. RNP)과 소구 유형(속성 vs. 편익)의 상호 작용 효과를 검증해 본 결과 속성 소구에 비하여 편익 소구를 적용하는 경우 급진적 혁신제품(RNP)의 구매 의향이 유의하게 증가하는 것으로 나타났다. 본 연구의 주요 시사점은 다음과 같다. 첫째, 혁신제품에 대한 친숙성은 높여주고 지각된 위험을 줄여주는 것이 소비자들의 구매 의향을 증가시킨다는 것을 실험을 통하여 이론적으로 검증했다. 둘째, 속성 소구에 비하여 편익 소구를 적용하는 것이 급진적 혁신제품의 구매 의향을 증가시킨다. 소구 유형과 다양한 변수들과의 관계에 대한 선행 연구는 있지만 소구 유형과 혁신성 새로움의 상호 작용에 대한 연구는 아직 수행되지 않았는데, 본 연구에서 신제품의 혁신성 새로움 수준에 따라 속성 대 편익 소구의 조절 효과가 나타남을 밝혔다는 점에서 의의가 있다. 본 연구의 결과는 급진적 혁신제품에 대한 포지셔닝 전략의 수립 및 실행에 활용할 수 있다. What should marketers do to increase innovative new products adoption? We propose a conceptual model positing that familiarity and perceived risk mediate the relationship between perceived innovation newness and consumers’ purchase intention. We performed scenario-based experiment and the results are as follows. Perceived innovation newness had a negative effect on familiarity, whereas familiarity led to higher purchase intention. At the same time, perceived innovation newness increased perceived risk, which led to lower purchase intention. Further, new products can be distinguished as INPs (incrementally innovative new products) and RNPs (radically innovative new products) by the degree of newness of the innovation. Grounded in construal level theory (CLT), concrete attributes-based appeal facilitates low-level construal, whereas abstract benefits-based appeal facilitates high-level construal. We investigated the interaction effect of new products’ innovation newness level (INP vs. RNP) and appeal type (attributes-based vs. benefits-based). The results reveal that benefits-based (compared with attributes-based) appeal significantly increased purchase intention of RNPs. Major findings of our study are as follows. First, we theoretically verified that improving familiarity and reducing perceived risk of innovative new products can increase consumers’ purchase intention. Second, benefits-based appeal (compared with attributes-based appeal) has a significantly positive effect on purchase intention of RNPs. Although previous researches have investigated on the relationship between appeal types and other variables, a research on the relationship between appeal type and innovation newness has not been conducted yet. Thus, it is meaningful that we found the moderating role of appeal type on the relationship between innovation newness level and purchase intention. The findings of this study have implications for new product positioning strategies for RNPs.
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Novel biomarker panel for the early detection of pancreatic cancer using peripheral blood
Jin-Young Jang,Wooil Kwon,Sun-Whe Kim,Do-Youn Oh,Wujin Lee,Joo-Kyoung Park,Jin-Seok Heo,Chang Moo Kang,Song Cheol Kim,Junghyun Namkung,Yongwhan Choi,Youngsoo Kim,Taesung Park 한국간담췌외과학회 2016 한국간담췌외과학회 학술대회지 Vol.2016 No.4
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