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소비자의 지각된 다양성과 사용다양성의 괴리(gap)에 관한 연구
김지윤(Ji Yoon Kim),백승학(Seung Hak Baek),이장혁(Jang Hyuk Lee),이방형(Bang Hyung Lee) 한국마케팅학회 2013 마케팅연구 Vol.28 No.3
``선택의 역설(The paradox of choice)``에 의하면 소비자가 지각하는 것과 실제 선택 행동 간에는 괴리가 조제한다고 한다. 본 연구는 로열티 프로그램 네에서 소비자들이 지각하는 적립 및 소진 다양성과 실제 거래 데이터 분석을 통해 도출된 적립 및 소진 다양성을 비교 분석하여 이들 간의 관계를 알아보았다. Seiders et al.(2005)은 소비자의 행동 데이터(behavioral data)는 회사의 마케팅 전략의 효과성을 밝히는데 있어 소비자의 행동을 보다 정확하게 나타내며 행동 거래 데이터와 소비자가 직접 응답한 설문데이터를 결합한 분석방법은 동일방법 편의(common method bias)문제와 내생성(endogeneity)문제를 해결해주는 보완방법이라고 제시하고 있다. 따라서 본 연구는 이를 바탕으로 소비자의 실증 거래 데이터를 사용하여 적립 및 소진 다양성을 분석하고 이를 소비자들이 응답한 적립 및 소진 다양성에 대한 비교를 통해 둘 간의 관계를 알아보고 각각의 다양성이 고객 만족도과 충성도에 미치는 영향에 대해 알아보았다. 특히 적립 및 소진 다양성은 DeJong이 제시한 식물 종의 다양성 측정에 사용되는 방법들(Simpson`s Diversity Index)를 활용하여 개인별 포인트 적립 다양성 및 소진 다양성 값을 계산하여 보다 객관적인 다양성 지수를 개발하여 이를 설문과 통합하여 그 관계를 알아보았다. 상관관계 분석결과 적립다양성의 경우 미미한 상관관계가 존재하였고 소지다양성의 경우 상관관계가 존재하지 않음이 나타나 소비자의 지각과 행동 간의 괴리가 존재함이 확인되었다. 다음으로 소비자 행동 다양성이 만족도 및 충성도에 미치는 영향을 회귀분석으로 알아 본 결과 행동 소진 다양성의 경우 소비자가 여러 거래처에서 포인트를 사용할수록 만족도 및 충성도가 낮아지는 것으로 나타나 기존 연구와는 상반된 결과를 나타내었다. 따라서 설문 데이터분석과 실증 데이터분석을 종합해 볼 때 기존 연구들에서 적립 다양성과 소진 다양성이 높아질수록 만족도가 높아진다고 한 내용은 소비자들의 지각된 심적 결과일 뿐이며, 실제 거래 데이터로 분석한 결과는 행동적립 다양성은 만족도 및 충성도에 유의한 영향을 미치지 않았으며, 행동 소진 다양성이 낮을수록 만족도 및 충성도가 높아짐을 알 수 있었다. 이를 바탕으로 기업에서는 로열티 프로그램 운영 시 다양한 거래처에 분산하여 적립 포인트를 사용하게 유도하기 보다는 특정 업종에 집중하여 사용할 경우 혜택이 커지는 방향으로 로열티 프로그램을 설계해야 함을 시사한다. According to the Paradox of Choice, there exists a gap between our anticipated preferences and the options we actually choose. This study investigates the gap between the perceived (self-reported) diversity and actual behavioral one by using the real world data attached with survey one. Our study is very unique in its approach to combine survey data with real purchase data in order to improve the external validity of research. As Seiders et al.(2005) point out that behavioral data are more accurate in evaluating the effectiveness of a firm`s marketing strategy and purchase data represent an important complement to customer self-reported data such as a self-reported behavioral loyalty measure. We measure the accumulation and redemption behavior diversity by using transaction data from a loyalty program and link them with survey data of satisfaction and loyalty to examine the effects of accumulation/redemption diversity on customers` satisfaction and loyalty intent. Double checking survey and behavioral data makes us minimize the concerns of common method variance, simultaneity. and endogeneity. Moreover, we operationalize a diversity of accumulation and redemption by using Simpson`s Diversity Index(1949). which has been a measure of diversity especially in ecology for quantifying the biodiversity of a habitat. Also, we measure the self-reported measure of perceived accumulation! redemption diversity by applying survey data and then compare the result of each data (transaction vs. survey). Our results show very weak and no correlation between self-reported and behavioral diversity measures which confirms the gap between perceived and behavioral measures, In addition, we examine the effect of each of these diversities on customer satisfaction and loyalty intent. Contrast to previous research (mainly based on survey data) a negative effect of redemption diversity on loyalty intent was found. Therefore, we doubt that previous findings of the positive accumulation/redemption diversity effect on loyalty would be due to the customer`s perceived mental consequence. Moreover customer behavioral data reveal that behavioral redemption diversity has the negative effect on loyalty intent while accumulation one`s effect is not significant. Our findings suggest that marketing managers should encourage their customer to spend reward points in a limited number of outlets instead of speading their point redemption in diverse outlets in order to enhance customer loyalty.
배전계통연계 분산전원의 위상변화에 따른 고립운전 파라미터 특성
방지윤(Ji-Yoon Bang),김학만(Hak-man Kim),이복구(Bock-Ku Lee),심재선(Jae-sun Sim),신명철(Myong-Chul Shin) 대한전기학회 2006 대한전기학회 학술대회 논문집 Vol.2006 No.7
Recently, much research has been done and many improvements have been developed for islanding protection of distributed generation (DG). Anti-islanding protection for DG must be act very quickly to prevent equipment damage at the time of disconnection and for the safety of maintenance and repair personnel. DG-based detection methods have included both passive and active types, and now research has shifted towards new anti-islanding detection methods that make up for the defects of the previous types. Because differences occur between the utility grid and the DG when connecting and disconnecting depending on thephase difference, voltage, current, relative capacity of electric power, and system operation characteristics, voltage phase angle is an important consideration. In this paper, we simulated islanded operation characteristics comparing phase difference of DG and the connected utility grid, andanalyzed various parameters (real power, reactive power, RMS voltage, RMS current, power factor angle, and frequency) by varying the DG's voltage phase angle. Using this information, we propose a suitable DG voltage phase angle for enhanced passive islanding detection techniques. Abstract - Recently, much research has been done and many improvements have been developed for islanding protection of distributed generation (DG). Anti-islanding protection for DG must be act very quickly to prevent equipment damage at the time of disconnection and for the safety of maintenance and repair personnel. DG-based detection methods have included both passive and active types, and now research has shifted towards new anti-islanding detection methods that make up for the defects of the previous types. Because differences occur between the utility grid and the DG when connecting and disconnecting depending on thephase difference, voltage, current, relative capacity of electric power, and system operation characteristics, voltage phase angle is an important consideration. In this paper, we simulated islanded operation characteristics comparing phase difference of DG and the connected utility grid, andanalyzed various parameters (real power, reactive power, RMS voltage, RMS current, power factor angle, and frequency) by varying the DG's voltage phase angle. Using this information, we propose a suitable DG voltage phase angle for enhanced passive islanding detection techniques.
정상인에서 단기간의 Indomethacin 경구 투여가 장 투과성에 미치는 영향
최은수,방신호,김학산,양진석,박원,이태광,윤윤보,민경완 대한소화기학회 1992 대한소화기학회지 Vol.24 No.5
The side effects of non-steroidal anti-inflammatory drugs (NSAIDs) involve mainly gastroduodenal mucosal lesions, however, recent studies suggest that NSAIDs ingestion can cause also the small intestinal diseases, which are characterized sequentially by inflammation, ulceration, perforation, and diaphramatic disease. This study examined the change of intestinal permeability after short-term oral administration of indomethacin and co-administration of synthetic prostaglandin E₁ analogue, Misoprostol, in healthy men. The subjects drank test solution containing ^(51)Cr-EDTA(100 μCi), and this was followed by 10 hour urine collection. The amount of ^(51)Cr-EDTA in the urine reflects non-mediated intercellular intestinal permeability. Indomethacin significantly increased intestinal permeability to ^(51)Cr-EDTA, and co-administration of prostaglandin E₁ analogue significantly decreased this detrimental effect of indomethacin. These findings suggest that prostaglandins are involved in maintaining intestinal integrity in man.