스포츠산업,경영학 : 스포츠스타이미지가 브랜드이미지, 구매의도 및 타인추천의도에 미치는 영향

정정희(JungHeeJung),이준원(JunWonLee),김혜련(HyeLyunKim) 한국체육학회 2005 한국체육학회지 Vol.44 No.6

The purpose of this study was to identify factors consisting of sports star image recognized by customers. And then, with the identified factors, it was to suggest that they should contribute to enhancing brand image. For this purpose, it was reviewed how the specific brand image would affect purchase intention the product of the brand or that of recommendation intention it to others. Two approaches are employed as follows: First, it was to identify causal relationships among sports star image of and brand image, purchase intention and recommendation intention. Second, it was to reveal causal relationships among brand image and purchase Intention and recommendation intention. The method of measurement was stimulus and survey, and 240 university students were surveyed. Among them, 218 was relevantly sampled, and with the results, paired t-test and multiple regression analysis were conducted with SPSSWIN 12.0. For relationships among an image of a sports star and a brand image, purchase intention and recommendation intention, the main findings of this study were as below: First, among factors consisting of sports star image, only the factor of confidence reliably influenced highly recognized brand image. Second, among factors consisting of sports star image, qualities as non-sports star and personal attractiveness reliably influenced image of contributing to the society. Third, among factors consisting of sports star image, only the factor of confidence reliably influenced purchase intention. Fifth, among factors consisting of sports star image, both the factor of personal attractiveness and confidence reliably influenced intention of recommendation intention. For the relationships among a brand image and purchase intention and recommendation intention, the main findings of this study were as follows: First, among factors consisting of brand image, both the factor of highly recognized image and image of contributing to the society reliably influenced purchase intention. Second, among factors consisting of brand image, both the factor of highly recognized image and image of contributing to the society reliably influenced recommendation intention.

문화예술마을 방문동기가 만족, 재방문의도, 추천의도에 미치는 영향

김미성(Kim, Mee-Sung) 한국문화산업학회 2014 문화산업연구 Vol.14 No.4

본 연구는 문화예술마을 방문동기가 방문만족, 재방문의도, 추천의도에 미치는 영향과 이들 변수들간의 구조적 관계를 살펴보고자 시도되었다. 즉, 방문동기를 유형화하였으며, 각 유형에 대한 방문동기는 방문만족, 재방문의도, 추천의도에 각각 다른 영향을 미칠 것으로 제안하였다. 이를 위해 이론적 배경으로부터 가설을 도출하고, 이를 검증하기 위한 설문조사를 실시하여 연구모형의 타당성을 실증적으로 검증하며, 연구의 시사점과 미래연구를 제시하였다. 연구 결과는 다음과 같다. 첫째, 문화예술마을 방문동기는 대인적 동기, 휴식적 동기, 문화적 동기로 구분되었다. 둘째, 방문동기 중 대인적 동기와 문화적 동기가 방문만족에 긍정적 영향을 미쳤으며, 방문만족이 재방문의도에, 재방문의도가 추천의도에 긍정적 영향을 미치는 것으로 확인되었다. 위와 같은 연구결과는 학문적으로는 문화예술마을 방문객들의 방문동기를 유형화 하고, 방문성과와의 관계를 규명하였다는 점에서 의의가 있다. 또한, 방문동기가 문화예술마을에 대한 방문 만족과 재방문의도, 추천의도를 예측할 수 있는 중요한 요인임을 시사한다. 실무적으로는 문화예술마을에 대한 수익창출을 위한 전략 수립과 함께, 문화예술마을 활성화를 위해 도움이 될 것이다. The purpose of this study was to investigate structural relations between motivations to visit an art village and satisfaction with a visit, intention for a revisit, and intention for recommendation. That is, the study classified motivations to visit an art village and proposed that different types of motivations to visit an art villagewould have different effects on the results of visit. The specific goals of the study were as follows: first, it would examine motivations to visit an art village based on previous studies; second, it would look into the positive effects of motivations to visit an art village, if any, on satisfaction with a visit; third, it would look into the positive effects of satisfaction with a visit, if any, on intention for a revisit and intention for recommendation; and finally, it would examine the positive impacts of intention for a revisit, if any, on intention for recommendation. For those purposes, the investigator extracted assumptions from the theoretical background, conducted a survey to test them, tested the validity of a researchmodel empirically, and proposed the implications of the study and future research ideas. The findings were as follows: first, motivations to visit an art village were categorized into personal, resting, and cultural ones. Secondly, of the motivations, personal and cultural motivations had positive influences on satisfaction with a visit, which had positive effects on intention for a revisit, which in turn had positive effects on intention for recommendation. Those findings are significant in that they classified the motivations to visit an art village and examined their relations with the results of visit in an academic sense. They will offer practical assistance, as well, including strategies to create profit with an art village and activate an art village. 본 연구는 문화예술마을 방문동기가 방문만족, 재방문의도, 추천의도에 미치는 영향과 이들 변수들간의 구조적 관계를 살펴보고자 시도되었다. 즉, 방문동기를 유형화하였으며, 각 유형에 대한 방문동기는 방문만족, 재방문의도, 추천의도에 각각 다른 영향을 미칠 것으로 제안하였다. 이를 위해 이론적 배경으로부터 가설을 도출하고, 이를 검증하기 위한 설문조사를 실시하여 연구모형의 타당성을 실증적으로 검증하며, 연구의 시사점과 미래연구를 제시하였다. 연구 결과는 다음과 같다. 첫째, 문화예술마을 방문동기는 대인적 동기, 휴식적 동기, 문화적 동기로 구분되었다. 둘째, 방문동기 중 대인적 동기와 문화적 동기가 방문만족에 긍정적 영향을 미쳤으며, 방문만족이 재방문의도에, 재방문의도가 추천의도에 긍정적 영향을 미치는 것으로 확인되었다. 위와 같은 연구결과는 학문적으로는 문화예술마을 방문객들의 방문동기를 유형화 하고, 방문성과와의 관계를 규명하였다는 점에서 의의가 있다. 또한, 방문동기가 문화예술마을에 대한 방문 만족과 재방문의도, 추천의도를 예측할 수 있는 중요한 요인임을 시사한다. 실무적으로는 문화예술마을에 대한 수익창출을 위한 전략 수립과 함께, 문화예술마을 활성화를 위해 도움이 될 것이다. The purpose of this study was to investigate structural relations between motivations to visit an art village and satisfaction with a visit, intention for a revisit, and intention for recommendation. That is, the study classified motivations to visit an art village and proposed that different types of motivations to visit an art villagewould have different effects on the results of visit. The specific goals of the study were as follows: first, it would examine motivations to visit an art village based on previous studies; second, it would look into the positive effects of motivations to visit an art village, if any, on satisfaction with a visit; third, it would look into the positive effects of satisfaction with a visit, if any, on intention for a revisit and intention for recommendation; and finally, it would examine the positive impacts of intention for a revisit, if any, on intention for recommendation. For those purposes, the investigator extracted assumptions from the theoretical background, conducted a survey to test them, tested the validity of a researchmodel empirically, and proposed the implications of the study and future research ideas. The findings were as follows: first, motivations to visit an art village were categorized into personal, resting, and cultural ones. Secondly, of the motivations, personal and cultural motivations had positive influences on satisfaction with a visit, which had positive effects on intention for a revisit, which in turn had positive effects on intention for recommendation. Those findings are significant in that they classified the motivations to visit an art village and examined their relations with the results of visit in an academic sense. They will offer practical assistance, as well, including strategies to create profit with an art village and activate an art village.

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

김미경 사단법인 미래융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.9

This study examines how the perceived bias, perceived risk, perceived ease to use, and perceived usefulness affect the intention to use Youtube algorithm recommendation service through VAM. The result of mediation analysis by Process macro, perceived usefulness had a positive effect on the perceived value of the algorithm recommendation of Youtube, and the perceived value had a positive effect on the intention to use. However, perceived usefulness did not affect intention to use by mediating the perceived value. The perceived ease to use had a positive effect on the perceived value and the perceived value had a positive effect on the intention to use the algorithm recommendation. The perceived ease to use had a positive effect not only on the intention to use but also on the intention to use by mediating the perceived value. The perceived bias had a positive effect on the perceived value of the algorithm recommendation, and the perceived value had a positive effect on intention to use it. The perceived bias directly had a positive effect on the intention to use and the intention to use by mediating the perceived value. The perceived risk had a positive effect on perceived value of the algorithm recommendation. The perceived value had a positive effect on the intention to use it. The perceived risk had a positive effect on the intention to use, but the perceived risk did not affect the intention to use it by mediating the perceived value.

여행 만족도가 재방문의도 및 추천 의도에 미치는 영향

안명숙 대한관광경영학회 2023 觀光硏究 Vol.38 No.3

Despite the COVID-19 pandemic revitalizing domestic travel, more people are interested in overseas travel after the COVID-19 quarantine measures were recently relaxed. As a result, understanding travelers’ satisfaction factors and behavior intentions is crucial to advancing domestic tourism. Thus, this study investigated the relationship between Korean citizens' satisfaction with domestic travel, revisit intentions, and recommendation intentions. The Korea Culture and Tourism Institute's National Travel Survey data for 2021 was used in this study. Based on 50,800 Korean citizens with domestic travel experience, 1,556 cases were finally analyzed, excluding those who did not respond to overall satisfaction, specific satisfaction, revisit intention, and recommendation intention. In terms of the research method, SPSS was used to conduct frequency analysis and regression analysis. The study results are as follows. First, overall satisfaction with travel encourages revisit intentions. The order of tourist guide information, natural scenery, restaurants and food, tourism workers' kindness, place identification, and lodging impacted travelers' intention to revisit. Only the congestion of tourist destinations for men and the lodging factor for women independently affected revisit intentions by gender. Secondly, revisit intention was positively correlated with recommendation intention. Third, overall satisfaction was a leading variable for recommendation intention. Among the specific satisfaction items, natural scenery, cultural heritage, and tourist information were influential. Regarding differences by gender, restaurants and food had a significant effect on recommendation intention for women, unlike men. These results are expected to be used as basic data for identifying problems in travel destinations and deriving improvement plans for domestic travel vitalization. 코로나19 팬데믹으로 국내 여행이 활성화되었으나, 최근 국내 여행보다 해외여행에 더 많은 사람이 관심을 두고 있다. 따라서 국내관광의 재도약을 위해서는 여행 후 경험한 만족요인과 행동 의도를 파악하는 것이 필요하다. 이러한 측면에서 본 연구는 대한민국 국민의 국내 여행 만족도와 재방문의도 및 추천 의도의 관계를 통합적으로 살펴보았다. 본 연구에서는 문화관광연구원의 국민여행실태조사 2021년 데이터를 활용하였다. 원자료는 국내 여행경험이 있는 국민 패널들 50.800명 중 전반적 만족도와 구체적 만족도, 재방문의도 및 추천 의도에 응답하지 않은 인원을 제외한 1,556건을 최종 분석하였다. 연구 방법은 SPSS를 이용하여 빈도분석과 회귀분석을 시행하였다. 연구 결과는 다음과 같다. 첫째, 전반적인 만족도는 재방문의도를 촉진하는 것으로 나타났다. 구체적인 만족도 부분에서는 관광안내정보, 자연경관, 식당 및 음식, 관광종사자의 친절성, 관광지 혼잡도, 숙박 순으로 재방문의도에 유의미한 영향을 미치고 있었다. 성별에 따른 차이는 남성의 경우 관광지 혼잡도, 여성의 경우 숙박요인만이 독립적으로 재방문의도에 유의미한 영향을 미쳤다. 둘째, 재방문의도는 추천 의도에 긍정적인 영향을 주고 있었다. 셋째, 전반적인 만족도는 추천 의도의 선행변수가 되고 있었으며, 구체적 만족도 항목 중 자연경관, 문화유산, 관광안내정보는 영향력이 있는 것으로 나타났다. 성별에 따른 차이는 여성의 경우 식당 및 음식이 남성과는 다르게 추천 의도에 유의미한 영향을 미쳤다. 이러한 결과는 국내 여행의 활성화를 위해 여행지의 문제점 파악 및 개선방안을 도출하는데 기초자료로 활용될 수 있을 것으로 기대한다.

요리전문학원의 서비스품질이 수강생만족과 추천의도에 미치는 영향관계 연구 - 전환장벽의 조절효과 -

손미자 한국호텔리조트학회 2024 호텔리조트연구 Vol.23 No.2

The purpose of this study is to verify the effect of service quality of cooking education institutions on student satisfaction and recommendation intention, mediating effect of student satisfaction, and moderating effect of switching barrier. A total of 390 copies of the sample of the study were used for the final analysis. All factors of service quality in Hypothesis 1 were found to have a significant positive (+) effect on student satisfaction. It was found that the physical environment of service quality of Hypothesis 2 and administrative service had a significant positive (+) effect on recommendation intention. Student satisfaction of Hypothesis 3 was found to have a significant positive (+) effect on recommendation intention. The mediating effect of student satisfaction in Hypothesis 4 was proven by bootstrapping. In both the high and low groups of Hypothesis 5, the moderating effect of the switching barrier was found in the influence relationship between instructor interaction and student satisfaction. The high group of Hypothesis 6 showed the moderating effect of the switching barrier in the physical environment and the recommendation intention, and the low group showed the moderating effect of the switching barrier in the physical environment, administrative service, and recommendation intention. The moderating effect of the switching barrier between student satisfaction and recommendation intention in Hypothesis 7 was found to be significant in both groups. In conclusion, it was confirmed that the switching barrier was a moderating variable that could partially strongly indicate the relationship between service quality and student satisfaction, recommendation intention, and student satisfaction and recommendation intention.

호텔기업의 내부마케팅이 종업원만족을 매개로 고객만족활동의도, 이직의도, 추천의도에 미치는 영향에 관한 연구

한나영,배상욱 한국자료분석학회 2012 Journal of the Korean Data Analysis Society Vol.14 No.4

This study was intended to identify how internal marketing activities of hotel employees affect behavioral intention via employee satisfaction. A survey was conducted on the employees of the five-star hotels located in Busan area was tested by structural equation modeling. First, among the internal marketing activities, support of administration, welfare benefits, empowerment have significantly positive effects on employee satisfaction. Second, employee satisfaction has significantly a negative effect on turnover intention, a positive effect both on intention of customer satisfaction activity and on recommendation intention. In case of permanent employee, support of administration and welfare benefits have significantly positive effects on employee satisfaction. Employee satisfaction has significantly a positive effect both on intention of customer satisfaction activity and on recommendation intention, but a negative effect on turnover intention. In case of temporary employee, reward system, support of administration, and empowerment have significantly positive effects on employee satisfaction. Employee satisfaction has significantly a positive effect both on intention of customer satisfaction activity and recommendation intention, but it does not have a significant effect on turnover intention. 본 연구는 호텔 종업원을 대상으로 내부마케팅 활동이 종업원만족을 매개로 고객만족활동의도, 이직의도, 추천의도에 어떠한 영향을 미치는지 확인하고자 하였다. 부산지역에 위치하고 있는 특1급 호텔에 근무하고 있는 종업원을 대상으로 설문을 실시하고 구조방정식모형을 사용하여 실증 분석하였다. 구조모형의 검증결과 첫째, 내부마케팅이 종업원만족에 미치는 영향에 대해서 내부마케팅 요인 중 경영층지원, 복리후생, 권한위임의 경우에는 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 종업원만족이 이직의도에는 유의한 부(-)의 영향을, 고객만족활동의도와 추천의도에는 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 고용형태에 따른 결과에서 정규직의 경우 경영층지원, 복리후생이 종업원만족에 유의한 정(+)의 영향을 미치고 종업원만족이 고객만족활동의도에 유의한 정(+)의 영향, 이직의도에 유의한 부(-)의 영향, 추천의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 비정규직의 경우 보상제도, 경영층지원, 권한위임이 종업원만족에 유의한 정(+)의 영향을 미치고 종업원만족이 고객만족활동의도에 유의한 정(+)의 영향, 추천의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 하지만 이직의도에는 유의한 영향을 미치지 않는 것으로 나타났다.

Factors Contributing to Recommendation Intention of Foreign Tourists in Times of Crisis: A Moderated Moderation Analysis

김고운,홍승기 한국무역학회 2023 Journal of Korea trade Vol.27 No.1

Purpose – As a leading source of foreign exchange and investment, tourism has grown in importance as a component of international trade. Accordingly, in recent decades much attention has been directed toward attracting foreign tourists and, in turn, positively affecting the recommendation intentions of foreign tourists. Despite such interests, there remains a dearth of empirical research on this issue. Moreover, prior research has focused primarily on the simple main effect of a certain factor on recommendation intentions. Therefore, the present study aims to (1) investigate the effect of overall satisfaction on the recommendation intentions of foreign tourists, and (2) examine the potential moderating effects of personal factors (i.e., age and destination image) on the association between overall satisfaction and recommendation intention. Design/methodology – Using a moderated moderation analysis of the data drawn from the 2018 International Visitor Survey conducted by the Korea Tourism Organization, this study proposes the three-way interaction effects of overall satisfaction, age, and destination image on recommendation intention. Findings – The findings of the study indicate that overall satisfaction is positively associated with recommendation intention and this relationship becomes stronger among younger tourists. The findings further indicate that the moderating effect of age on the relationship between overall satisfaction and recommendation intention depends on changes in the image of the destination. Specifically, the destination image exerts a positive moderating impact on the influence of age that moderates the overall satisfaction and recommendation intention relationship. Originality/value – Considering that the tourism economy has been severely affected by the current COVID-19 pandemic, this study contributes to a more accurate understanding of the factors affecting the recommendation intention, especially in times of crisis.

온라인 플랫폼 뮤지컬 관람 방식의 추천 의도 및 재관람 의도에 영향을 미치는 만족 요인 : 뮤지컬 관여도의 조절 효과를 중심으로

윤형열(Hyeong-Yeol Yoon) 한국엔터테인먼트산업학회 2021 한국엔터테인먼트산업학회논문지 Vol.15 No.8

본 연구에서는 온라인 플랫폼 뮤지컬 관람 방식의 만족도에 영향을 미치는 요인을 알아보고 그 요인들이 온라인 플랫폼을 통한 뮤지컬 관람의 추천 의도 및 재관람 의도에 미치는 영향을 알아보았다. 또한, 조사대상자의 뮤지컬에 대한 관여도가 온라인 플랫폼 뮤지컬 관람의 만족도와 추천 의도 및 재관람 의도 사이에서 미치는 영향을 분석하였다. 독립변수인 온라인 플랫폼 뮤지컬의 만족도는 영상 품질, 편의성, 경제성, 상호작용성 등으로 구분하고 종속변수는 온라인 플랫폼 뮤지컬의 추천 의도, 재관람 의도로 구분하였으며, 뮤지컬에 대한 관여도를 조절변수로 하여 총 20개의 가설을 설정하였다. 온라인 플랫폼을 통한 뮤지컬 관람 경험이 있는 관객 1,454명을 대상으로 2021년 8월 28일부터 9월 7일까지 온라인 설문조사를 실시하여 총 1418명의 답변을 유효 표본으로 사용하였다. AMOS Ver. 18.0.0을 이용한 확인적 요인분석으로 온라인 플랫폼 뮤지컬 만족도에 영향을 미치는 요인을 분석하였고 SPSS를 통한 회귀분석으로 각 독립변수가 종속변수에 미치는 영향과 독립변수와 종속변수 사이에서 갖는 조절변수의 조절 효과를 분석하였다. 분석 결과, 온라인 플랫폼 뮤지컬의 만족도를 구성하는 요인은 표준화 경로계수가 편의성 > 영상 품질> 경제성 > 상호작용성 순으로 나타나 온라인 뮤지컬 관람 방식이 새로운 공연예술의 관람 패러다임으로 정착하기 위해 가장 먼저 중시해야 할 만족 요인으로 편의성과 영상 품질 요인이 제시되었다. 한편, 온라인 플랫폼 뮤지컬 관람의 만족도는 모든 만족 요인의 경로에서 온라인 플랫폼 뮤지컬 관람추천 의도 및 재관람 의도에 정(+)의 영향을 미치는 것으로 나타났다. 또한, 온라인 플랫폼 뮤지컬 관람만족도와 추천 의도 및 재관람 의도 사이에서 뮤지컬에 대한 관객의 관여도가 갖는 조절 효과는 영상품질과 추천 의도의 사이에서만 유의한 영향을 미치는 것으로 나타났다. 이는 뮤지컬에 대한 관여도가 높은 관객은 온라인 플랫폼 뮤지컬의 영상 품질에 대한 만족도가 높아야만 주변에 추천할 의향을 가진다고 해석된다. 특히 중요한 점은 온라인 플랫폼 뮤지컬 관람의 만족도에는 편의성 요인이 가장 큰 영향을 미치는 것으로 나타났지만, 온라인 플랫폼 뮤지컬의 추천 의도와 재관람 의도에는 영상 품질 요인이 가장 큰 영향을 미치는 것으로 나타났다는 점이다. 이러한 결과는 현전성이 특징인 뮤지컬을 온라인 플랫폼을 통해 관람하는 것에는 편의성이 가장 큰 가치가 된다는 것, 즉 신체적 현전을 통한 현전성을 느낄 수 없는 조건에서는 온라인 플랫폼의 편의성이 주된 만족도 요인으로 작용함을 나타내며, 온라인 플랫폼을 통해 뮤지컬을 관람한 관객은 우선적으로 영상 품질의 질적 수준에 만족하였을 때 추천 의도와 재관람 의도를 가진다는 것을 시사한다. In this study, the factors influencing the satisfaction of the online platform musical viewing method were investigated, and the effect of the satisfaction factors on the recommendation intention and rewatching intention of the online platform viewing method for musicals was investigated. In addition, the effect of the survey subjects" degree of involvement to musicals between the satisfaction of the online platform-based musical viewing method and recommendation intention, and rewatching intention was investigated. Satisfaction factors of online platform musicals, which are independent variables, were classified into image quality, convenience, economy, and interactivity, and dependent variables were classified into recommendation intention and rewatching intention of online platform musicals, and moderator variable was set to degree of involvement to musicals, and a total of 20 hypotheses were established. An online survey was conducted on 1,454 audiences who had experience watching musicals through the online platform from August 28 to September 7, 2021, and a total of 1,418 answers were used as valid samples. As a result of the analysis, the factors that make up the satisfaction of online platform musicals appeared in the order of convenience, video quality, economics, and interactivity. It was found that the satisfaction level of watching online platform musicals had a positive effect on the intention to recommend and rewatching online platform musicals in the path of all satisfaction factors. It was found that the moderating effect of the audience"s involvement in musicals between online platform musical viewing satisfaction and recommendation intention and rewatching intention had a significant effect only between image quality and recommendation intention. It shows that audiences with high involvement in musicals have intention to recommend only when they are satisfied with the video quality of online platform musicals. Particularly important point is that the convenience factor was found to have the greatest influence on the satisfaction of online platform musical viewing method, but the image quality factor was found to have the greatest influence on the recommendation intention and rewatching intention of online platform musicals.

The Relationship among Residential Satisfaction, Continuance Residential Intention, and Recommendation Intention according to Residential Environment and Housing Expenditure

양미숙,오재신 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.5

This study aims at understanding the relationship among residential environment, life, education, safety factors, residential satisfaction, continuance residential intention, and recommendation intention, housing expenditure, . It is based on data analyzed questionnaire surveys of 351 copies using the AMOS 22.0 program. The results of the study are summarized as follows. First, living environment, education environment, and safety environment had a significant positive effect on residential satisfaction. Second, living environment, education environment, and safety environment did not directly influence continuance residential intention. However, it was found to have a significant effect in the indirect effect analysis. In the end, it implies that residential satisfaction is important to increase continuance residential intention. Third, residential satisfaction was found to have a significant positive effect on continuance residential intention and recommendation intention. Forth, continuance residential intention was found to have a significant positive effect on recommendation intention. Finally, there was no difference in residential satisfaction, continuance residential intention and recommendation intention according to housing expenditures. Also, the government should implement regulations for qualitative supply by releasing regulations such as redevelopment and reconstruction. municipal governments should try to prevent residents from moving away by raising housing satisfaction, such as attracting beneficial facilities to residential areas and restrictions that apply to hazardous waste facilities.

Effect of Market-Wholesaler System on Market Expansion, Retransaction Intention, and Recommendation Intention

Gye-Ho ROH,Jong-Hyun YI,조영삼 한국유통과학회 2020 유통과학연구 Vol.18 No.5

Purpose: This study aims to develop and empirically analyze a research model in order to comprehend the relationship among the service quality of market-wholesaler system, re-transaction intention, and recommendation intention of forwarder. Further, we suggest new six factors reflecting the service quality of market-wholesaler system and highlight market expansion of forwarder as a mechanism in the relationship. Research design, data and methodology: The authors developed the new scales measuring the service quality of marketwholesaler system (i.e. trade price, price fluctuation, payment receipt, settlement period, trade information, and customer service) and conducted a cross-sectional survey for 439 forwarders in a wholesale market. And then we performed a series of path analyses to test hypotheses. The hypotheses are as follows. [H1] The service quality of market-wholesaler system will positively affect forwarders‟ market expansion, [H2] Forwarders‟ market expansion will positively affect their re-transaction intention, [H3] Forwarders‟ market expansion will positively affect their recommendation intention, [H4] Forwarders‟ re-transaction intention will positively affect their recommendation intention. Results: The results showed that all the six factors for the service quality of market-wholesaler system were positively related to market expansion of forwarders. There was a differential effectiveness in the six factors of the service quality. More specifically, the positive effect of customer service factor was the strongest on market expansion of forwarders. And the respective effects of trade price, price fluctuation, settlement period, trade information factors were followed in order. The positive effect of payment receipt factor was the weakest on market expansion of forwarders. Also, market expansion of forwarders was positively related to their retransaction intention and recommendation intention. Furthermore, market expansion of forwarders was indirectly related to recommendation intention through re-transaction intention as well. Conclusions: The research findings provide important theoretical and practical implications. This study is the first to attempt to test the perception of forwarders for the service quality of market-wholesaler system by developing and using the new scales. Also, there has been a sharp controversy about the effectiveness of market-wholesaler system. The findings support that market-wholesaler system would be activated by empirically verifying the effectiveness of the service quality on the various outcomes.