서비스의 품질이 고객가치, 고객만족과 자발적 행동의도에 미치는 영향관계

김지흔(Kim, Ji-Heun),이태희(Lee, Tae-Hee) 한국문화산업학회 2015 문화산업연구 Vol.15 No.4

항공 산업에서 나타나고 있는 경쟁 심화 양상은 어제 오늘의 일이 아니다. 기존의 대형 항공사들은 더욱 고급화 된 서비스 문화를 제공하기 위하여 새로운 시도를 계속해오고 있으며 최근 시장에 진입한 여러 저가 항공사들 역시 저렴한 운임에 더하여 새로운 가치 요소를 승객들에게 제공하고자 노력하고 있다. 이러한 경쟁 심화는 항공사가 제공하는 서비스품질 수준의 의미를 더욱 부각시키고 있으며, 항공 서비스품질 관리의 중요성을 강조하고 있다. 이와 관련하여, 국내외 항공사들은 ‘어떠한 내용으로 구성된 서비스를 고객들에게 제공하여야 하는지’, ‘어느 정도 수준으로 서비스를 제공할 필요가 있는지’, 그리고 ‘이러한 항공 서비스문화를 더욱 전략적으로 활용할 방법은 무엇인지’ 등에 관하여 고민하지 않을 수 없다. 본 연구는 항공사 서비스 문화중심으로 고객들의 만족과 자발적 행동의도에 영향을 미치는 서비스품질 차원과 가치지각 차원을 매우 구체적으로 실증하였다는 점에서 이론적 기여를 하였다. 즉, 항공사 서비스문화의 전체적인 품질을 과정측면과 성과측면으로 나누고, 고객의 가치를 감정적 가치, 기능적 가치, 사회적 가치 차원으로 세분화하여 평가 분석하였다는 점이 기존의 항공 서비스품질 관련 연구와는 차별화된다고 할 수 있다. 본 연구의 결과는 항공사 서비스 문화에서 서비스품질은 고객만족에 유의한 영향을 미치고 이를 통해 고객의 자발적 행동의도 등에 영향을 미침을 보여 준다. 따라서 국내 항공사의 경쟁우위확보와 성장에 대한 목표를 달성하기 위해서는 서비스품질, 고객가치, 고객만족에 관한 전략적 노력이 필수적임을 시사하고 있다. 본 연구는 항공사의 서비스문화에서 서비스품질이 고객가치 및 고객만족이 자발적 행동의도에 미치는 영향을 평가함으로써 항공사의 어떠한 서비스품질이 고객들의 만족이나 행동의도에 영향을 미치는가를 규명해보고, 고객들에게 한 단계 업그레이드 된 차별화된 서비스를 제공하여 고객이 다른 항공사로 전환하는 것을 막아 더 많은 고객을 확보하기 위한 방안을 모색하고자 한다. The intensifying competition in aviation cultural industry is not something that started just yesterday. The major airlines have started a new initiative to providemore advanced services and even the low-cost airlines that entered into the aviationmarket most recently are trying to provide passengers with a new value element in addition to affordable fares. This intensifying competition highlights the meaning of the level of quality of service that those airlines provide more and emphasizes the importance of the management of the airline service cultural quality. In this regard, all the domestic and international airlines can’t avoid these questions, “What contents should we provide customers for good service?,” “How much shouldwe provide those services?,” “What aremore strategicmethods to use these services?” This study contributed to the aviation cultural industry theoretically in that the service quality dimensions and the value perception dimensions affecting the airline customer satisfaction and the customer voluntary behavioral intention were demonstrated in detail. In other words, that the overall quality of airline service was divided into the process aspects and performance aspects and the customer value was subdivided into emotional value, functional value, and social value in this study can be said to be differentiated fromthe existing airline service quality researches. The result of this study shows that the airline service quality had a significant impact on customer satisfaction and accordingly had an impact on the customer voluntary behavioral intention, etc. Therefore, this study suggests that strategic efforts on service quality, customer value, and customer satisfaction are essential for achieving goals in the competitive advantage and growth of domestic airline services culture. This study evaluates the impact of customer value and customer satisfaction on the customer voluntary behavioral intention based on the airline service quality and identifies what airline service quality has an impact on customer satisfaction or behavioral intention, and seeks for ways to attract more customers by providing customers with the differentiated services that are upgraded one step further to prevent themfromswitching to another airline. 항공 산업에서 나타나고 있는 경쟁 심화 양상은 어제 오늘의 일이 아니다. 기존의 대형 항공사들은 더욱 고급화 된 서비스 문화를 제공하기 위하여 새로운 시도를 계속해오고 있으며 최근 시장에 진입한 여러 저가 항공사들 역시 저렴한 운임에 더하여 새로운 가치 요소를 승객들에게 제공하고자 노력하고 있다. 이러한 경쟁 심화는 항공사가 제공하는 서비스품질 수준의 의미를 더욱 부각시키고 있으며, 항공 서비스품질 관리의 중요성을 강조하고 있다. 이와 관련하여, 국내외 항공사들은 ‘어떠한 내용으로 구성된 서비스를 고객들에게 제공하여야 하는지’, ‘어느 정도 수준으로 서비스를 제공할 필요가 있는지’, 그리고 ‘이러한 항공 서비스문화를 더욱 전략적으로 활용할 방법은 무엇인지’ 등에 관하여 고민하지 않을 수 없다. 본 연구는 항공사 서비스 문화중심으로 고객들의 만족과 자발적 행동의도에 영향을 미치는 서비스품질 차원과 가치지각 차원을 매우 구체적으로 실증하였다는 점에서 이론적 기여를 하였다. 즉, 항공사 서비스문화의 전체적인 품질을 과정측면과 성과측면으로 나누고, 고객의 가치를 감정적 가치, 기능적 가치, 사회적 가치 차원으로 세분화하여 평가 분석하였다는 점이 기존의 항공 서비스품질 관련 연구와는 차별화된다고 할 수 있다. 본 연구의 결과는 항공사 서비스 문화에서 서비스품질은 고객만족에 유의한 영향을 미치고 이를 통해 고객의 자발적 행동의도 등에 영향을 미침을 보여 준다. 따라서 국내 항공사의 경쟁우위확보와 성장에 대한 목표를 달성하기 위해서는 서비스품질, 고객가치, 고객만족에 관한 전략적 노력이 필수적임을 시사하고 있다. 본 연구는 항공사의 서비스문화에서 서비스품질이 고객가치 및 고객만족이 자발적 행동의도에 미치는 영향을 평가함으로써 항공사의 어떠한 서비스품질이 고객들의 만족이나 행동의도에 영향을 미치는가를 규명해보고, 고객들에게 한 단계 업그레이드 된 차별화된 서비스를 제공하여 고객이 다른 항공사로 전환하는 것을 막아 더 많은 고객을 확보하기 위한 방안을 모색하고자 한다. The intensifying competition in aviation cultural industry is not something that started just yesterday. The major airlines have started a new initiative to providemore advanced services and even the low-cost airlines that entered into the aviationmarket most recently are trying to provide passengers with a new value element in addition to affordable fares. This intensifying competition highlights the meaning of the level of quality of service that those airlines provide more and emphasizes the importance of the management of the airline service cultural quality. In this regard, all the domestic and international airlines can’t avoid these questions, “What contents should we provide customers for good service?,” “How much shouldwe provide those services?,” “What aremore strategicmethods to use these services?” This study contributed to the aviation cultural industry theoretically in that the service quality dimensions and the value perception dimensions affecting the airline customer satisfaction and the customer voluntary behavioral intention were demonstrated in detail. In other words, that the overall quality of airline service was divided into the process aspects and performance aspects and the customer value was subdivided into emotional value, functional value, and social value in this study can be said to be differentiated fromthe existing airline service quality researches. The result of this study shows that the airline service quality had a significant impact on customer satisfaction and accordingly had an impact on the customer voluntary behavioral intention, etc. Therefore, this study suggests that strategic efforts on service quality, customer value, and customer satisfaction are essential for achieving goals in the competitive advantage and growth of domestic airline services culture. This study evaluates the impact of customer value and customer satisfaction on the customer voluntary behavioral intention based on the airline service quality and identifies what airline service quality has an impact on customer satisfaction or behavioral intention, and seeks for ways to attract more customers by providing customers with the differentiated services that are upgraded one step further to prevent themfromswitching to another airline.

Value-driven Service Matching and Bundling via a Service Value Broker

Yucong Duan,Nanjangud C Narendra,Honghao Gao,Xiaobing Sun 보안공학연구지원센터 2014 International Journal of u- and e- Service, Scienc Vol.7 No.6

Most research on service matching and composition (or bundling) has been technical in nature, viz., at the IT service level. Very little has been done on value-based service matching and bundling. By “value-based”, we mean the value added by a service over and above the basic functional requirement that the service is supposed to satisfy. Examples of value added could be lowered cost, higher performance, improved security, etc. To that end, in this paper, we present our idea of a Service Value Broker (SVB),that performs value-driven service matching and bundling. Via an approach specifying business and technical interfaces for business services and IT services respectively, we show how value can be calculated and integrated at the business layer. Further, we also show how our approach makes it possible to determine the appropriate IT services to be selected so as to provide the required value add at the business layer. We demonstrate our ideas via a realistic case study in the E-Commerce domain.

환경·경제 통합분석을 위한 환경가치 종합연구 부문별 영향평가 및 가치추정

김현노,안소은,김충기,서양원,정다운,박윤선,한선영,이홍림 한국환경정책평가연구원 2020 사업보고서 Vol.2020 No.-

Ⅰ. 생태계서비스 서식처질 가치추정 1. 연구개요 ❏ 연구목적 ㅇ 환경경제 통합분석 절차를 활용하여 생태계 서식처질 변화에 대한 경제적 가치 및 편익을 추정함으로써 통합분석 절차의 활용성을 제고하고자 함 ㅇ 김현노 외(2019)의 생태계서비스 서식처질에 대한 물리적 영향평가 결과를 바탕으로 경제적 가치를 추정함 ❏ 연구내용 ㅇ 야생생물 서식에 적절한 상태를 제공하는지를 나타내는 서식처질은 생태계서비스항목 중 지지서비스에 해당 ㅇ 김현노 외(2019)에서 기평가한, 제주도 토지피복 변화에 따른 서식처질 평가 결과사용 ㅇ 제주도 생태관광 설문조사(2019)를 바탕으로 제주도 생태관광지에 대한 국민의 인식 및 선호를 파악하고, 선택실험법(CE: Choice Experiment)을 적용하여 12개 관광지의 서식처질 변화에 대한 경제적 가치를 추정함 2. 선행연구 검토 ❏ 선택실험법을 적용한 생물다양성 경제적 가치 추정 선행연구 검토 ㅇ 대부분 생태관광의 주요 속성으로 생물다양성을 포함함. 생태관광 주요 속성들의 경제적 가치를 평가했던 선행연구에서 사용한 선택실험법의 속성들을 정리하면 다음과 같음 - Chaminuka et al.(2012): 마을 숙박(village accommodation), 마을 투어(village tours), 공예시장 방문(visits to crafts market) - Juutinen et al.(2011): 생물다양성, 방문자 수, 휴게공간, 안내표지판, 입장료 - Naidoo and Adamowicz(2005): 여행시간, 입장료, 관광형태, 숙박시설, 조경특성(landscape features), 발견되는 새의 종 수(number of bird species), 큰 짐승을 볼 수 있는 가능성(Likelihood of seeing large game animals) 3. 설문조사 ❏ 설문개요 ㅇ 제주도 생태관광지에 대한 일반 국민의 인식 및 선호를 파악할 목적으로, 최근 5년내 제주도 주요 생태관광지 12개 중 일부를 방문한 성인 3,000명을 대상으로 온라인조사를 실시함(2019년 10월 21~25일) ❏ 선택실험 설계 ㅇ 선택실험법은 분석 대상의 속성 변화에 대한 지불의사액을 추정하는 방법임 ㅇ 제주도 12개 관광지에 대한 설문의 주요 속성으로 관광지 내 편의시설(0~100점), 안내/해설 서비스(5점 척도), 서식처질(0~1), 1인당 입장료를 포함함 ㅇ 응답자의 선호 관광지 선택 및 관련 경험에 대한 평가를 바탕으로 설문지의 선택항목이 제시됨 4. 실증분석 ❏ 분석모형 ㅇ 본 연구에서는 기본적인 조건부로짓모형(CL: Conditional Logit)뿐만 아니라 응답자의 선호의 이질성을 반영할 수 있도록 Random Parameter Logit Model(RPL) 모형을 함께 추정함 ❏ 분석 결과 ㅇ CL, RPL 및 RPL+EC 모형은 NLOGIT 6.0 소프트웨어를 사용하였고, CL 모형의 계수들은 최우추정법(maximum likelihood estimation), RPL과 RPL+EC 모형의 계수들은 시뮬레이션 최우추정법(simulated maximum likelihood estimation)을 통해 추정하였음 ㅇ 모든 변수는 예상 부호와 일치하고 통계적으로 유의하게 추정됨. 관광지 내 편의시설, 안내/해설 서비스, 서식처질이 좋은 관광지일수록 선택확률이 높았고, 입장료가 높을수록 해당 대안을 선택하지 않는 것으로 나타남 ㅇ 추정한 세 모형의 AIC, BIC 및 Pseudo R2를 살펴본 결과 RPL 모형이 더 선호되며, RPL 모형과 RPL+EC 모형의 우도비율검정(LR test: Likelihood-ratio test)을 실시한 결과 RPL+EC 모형이 더 적합한 것으로 확인됨. 따라서 서식처질 변화에 대한편익 추정에는 RPL+EC 모형의 추정 결과를 사용함 ❏ 편익추정 ㅇ 10년간(2009~2019년) 서식처질 수준 변화는 관광지별로 상이하나 평균 0.19 증가하였음 - 서식지질이 높은 산림 면적이 약 100km² 증가하였고, 서식지질이 낮은 농경지면적이 약 150km² 감소하여 전체적인 서식처질이 증가한 것으로 나타남 ㅇ 서식처질 변화에 따른 보상잉여(CV) 추정 결과, 서식처질 수준 변화가 없었던 서귀포자연휴양림의 경우를 제외하고 관광객 1인당 253원(절물자연휴양림)에서 2,302원(비자림)의 편익이 있는 것으로 도출됨 ㅇ 2019년 관광지별 입장객 수를 고려할 때, 서식처질 변화에 따른 사회적 편익은 1.8억원/년(절물자연휴양림)에서 23.7억 원/년(중문대포해안주상절리대)이며, 12개 관광지의 서식처질 개선에 따른 편익은 연간 약 120억 원/년으로 추정됨 5. 시사점 ❏ 토지이용·개발을 요하는 정책·사업에 생물다양성과 그 편익을 고려할 수 있도록 본 연구 결과를 의사결정 참고자료로 활용할 수 있음 Ⅱ. 생태계서비스 종합평가 1. 연구 배경 및 목적 ❏ 연구배경 ㅇ 국토 이용효율성 위주의 토지이용정책은 생태계서비스 간의 불균형을 초래하였고, 따라서 밀레니엄 생태계 평가(MA)는 생태계서비스 항목 간에 존재하는 상호작용인 트레이드오프와 시너지 식별이 중요하다고 언급함(MA, 2010) ㅇ 생태계서비스 간 상호작용은 단일의 구동력에 의해 다수의 서비스가 변화하거나, 다른 서비스 변화에 상응하여 변화하는 서비스가 존재할 때 발생함(Bennett et al. 2009) - 생태계서비스 간 상호작용은 공간이나 시간에 걸쳐 반복해서 함께 나타나는 생태계서비스 세트인 ‘번들’을 통해 확인할 수 있음(Raudsepp-Hearne, Peterson, and Bennett, 2010, p.5242) ❏ 연구목적 ㅇ 생태계서비스 평가를 활용한 환경관리를 위해서는 생태계서비스 간의 관계를 파악하는 일이 매우 중요함 ㅇ 다양한 통계기법을 적용하여 다중 생태계서비스 간의 관계를 파악하고자 함 - 생태계서비스 분석에는 InVEST(Integrated Valuation of Environmental Services and Tradeoffs) Model을 활용함 - 1989~2009년 사이 토지 피복·이용(Land Use Land Cover, LULC) 변화를 5가지 생태계서비스로 평가하고, 주성분분석과 군집분석을 통해 생태계서비스 상호작용 변화가 일어난 지역을 확인함 - 추가적으로 제주도지역을 대상으로 몇 가지 생태계서비스 항목에 대한 시계열적변화를 추정함 2. 생태계서비스 통합분석 평가방법 ❏ 생태계서비스 평가 및 검증 ㅇ 본 연구에서는 Natural Capital Project에서 개발한 생태계서비스 기반의 의사결정지원 모델인 InVEST를 사용하여 다수의 생태계서비스 항목을 평가 및 검증하고 그 결과를 토대로 통합평가를 수행함 ❏ 생태계서비스 통합평가: heatmap ㅇ 생태계서비스 결과마다 단위 및 수치의 범위가 상이하여 비교가 어려운 문제를 해결하기 위해 heatmap을 제시하여 시각적 비교가 가능하도록 하였음 ❏ 생태계서비스 트레이드오프 관계분석 ㅇ 지역적, 생태계 유형별, 권역별 생태계서비스 제공 경향을 한눈에 알아보기 위해 지역별 생태계서비스 번들을 도출하였고, 주성분분석으로 많은 수량 공급, 수질정화(질소 저류, 인 저류), 탄소 저장, 서식처질 사이의 상관관계를 효율적으로 표현함 ㅇ 주성분분석 후 K-means clustering을 통해 동질적인 생태계서비스 제공 경향을 보이는 지역의 결과를 군집으로 표현함 3. 생태계서비스 현황평가 ❏ 현황평가 ㅇ 2009년 토지피복도 기반으로 평가한 우리나라 전역의 생태계서비스는 다음과 같음 - 수량공급서비스의 경우 한강 및 낙동강 대권역에서 각각 약 260억m³, 200억m³로 가장 많이 기여하고 있으며, 수질조절서비스 역시 한강 및 낙동강 대권역에서 질소 연간 30톤, 인 연간 2톤 정도를 저류하고 있음. 수자원 생태계서비스의 경우 한강 및 낙동강 대권역이 주요 공급원임을 확인함 - 기후조절 역할을 하는 탄소저장서비스와, 생태계 동식물의 서식 기반과 관련된 서식처질 서비스의 경우 산림, 초지, 습지의 기여도가 높은 서비스임. 따라서 산림이 풍부한 강원도나 경북, 경남 지역을 포함하는 한강 및 낙동강 대권역에서 해당 서비스가 우세한 양상을 보임 ❏ 생태계서비스 트레이드오프 관계분석 ㅇ 생태계서비스 제공량에 대한 주성분분석 및 K-means 군집분석을 통해 17개의 국내광역지자체는 4개의 번들로 그룹화됨 ㅇ 4개의 번들은 1. 도시형, 2. 농업형, 3. 산림형, 4. 도서형으로 구분되며, 다음과 같은 특징을 지님 - 도시형 번들: 서울, 인천, 부산, 대구가 포함됨. 인간의 활동으로 배출되는 부산물의 영향으로 인 부하량이 많아 이를 저류하는 양이 많음 - 농업형 번들: 경기, 세종, 전북, 전남, 충남, 광주가 포함. 농업활동 시 질소와 인을 비료로 활용하므로 질소 및 인 저류량이 높음 - 산림형 번들: 대전, 울산, 충북, 경북, 경남이 포함됨. 서식처질과 탄소저장능력이 다른 서비스에 비해 높으며, 조절서비스와 지지서비스의 시너지 효과가 나타남 - 도서형 번들: 제주도가 해당됨. 기후와 토양이 내륙과 다르며, 아열대 습윤 기후대에 속하고 수량공급서비스가 풍부함 4. 토지 피복·이용 변화에 따른 생태계서비스 변화분석 ❏ 토지 피복·이용 변화에 따른 생태계서비스 변화 통합평가 ㅇ 1989년과 2009년 사이 거의 모든 지역에서 시가화지역이 늘고 산림이 감소했으며, 농경지의 경우 대도시 지역에서는 감소하고 그 외 지역에서는 증가하는 경향을 보임 ㅇ 서울, 부산, 대구, 인천 등 대부분 지역에서 단위면적당 서비스 제공 총량이 감소함 - 생태계서비스의 큰 역할을 담당하는 산림 면적 감소 영향이 크게 나타남 ❏ 토지 피복·이용 변화에 따른 생태계서비스 트레이드오프 관계 변화 ㅇ 생태계서비스 트레이드오프 및 시너지 관계는 주성분분석 결과로, 서비스 간의 관계는 벡터 간 각도를 통해 확인 가능함 ㅇ 우리나라의 경우 서식처질 및 탄소저장서비스와 인조절서비스 간의 트레이드오프관계가 발생하는 것으로 확인됨 ㅇ 트레이드오프 및 시너지 효과가 두드러지게 나타나는 지역은 제주, 경기, 광주로 나타남 - 제주: 수질조절서비스가 상승할 때 산림제공서비스인 서식처질, 탄소저장서비스가 감소함 - 경기, 광주: 수질조절서비스와 산림제공서비스인 서식처질, 탄소저장서비스가 동시에 하락함 5. 시사점 ❏ 생태계서비스 번들 작성 및 서비스 연계 특성을 확인하는 과정에서, 국토계획 의사결정 시 각 생태계서비스의 장단점과 서비스 간 트레이드오프, 시너지 효과를 고려하는 통찰력을 제공할 수 있으리라 기대함 Ⅲ. 생태계-환경유해인자 건강영향 연계 ❏ 본 연구의 2단계 사업(2019~2021년)에서는 화학물질이 생태계를 거쳐 식이 노출의 경로로 인간에게 미치는 영향을 파악하는 화학물질의 피해추정 틀을 구축하고자 함 ㅇ 2단계 1차 연도(2019년)에는 유해인자-생태계(수용체)-건강영향의 첫 연계경로인‘화학물질이 생태계에 미치는 영향’을 평가한 문헌을 통해 환경유해인자에 대한 생태위해성평가 및 피해비용 추정의 기초조사를 수행함 ㅇ 2단계 2차 연도(2020년)에는 주요 환경유해인자로 인한 생태위해성평가 및 피해비용추정의 국내 활용사례를 조사하여, ‘환경유해인자-생태계 영향-가치추정’ 경로에 기반한 생태계위해성과 가치추정 연계 가능성을 모색하고자 함 1. 연구개요 ❏ 2016년 미국 환경보호청(US EPA)은 기존의 생태위해성평가 끝점(endpoint)에 ‘생태위해성평가에 도입이 가능한 생태계서비스 끝점’을 추가한 새로운 위해성평가 형태를 제시함(ES-GEAEs: Ecosystem Services Ggeneric Ecological Assessment Endpoints) ㅇ 이는 생태계가 인간에게 베푸는 경제적, 사회심리적, 그리고 보건적 혜택과 같은 인간의 관점에서 정량적 편익분석 및 가치평가를 가능하게 함 - 그중 AQUATOX 모델은 오염물질로 인한 수생태계 영향을 통합적으로 평가하는 것이 가능하고, 개체 수준의 독성 자료를 다종(multi-species) 또는 생태계 반응과 연계할 수 있는 장점을 가지고 있어 활용도가 높을 것으로 기대됨 - 본 연구에서는 AQUATOX 모델을 통한 ‘화학물질 유입-생태계서비스 변화-가치평가’ 연계가 가능한지 모델의 활용성을 검토하고자 하며, 이를 위해 AQUATOX모델로 생태위해성평가를 수행한 연구사례들을 살펴봄 2. 사례분석 ❏ AQUATOX 모델 ㅇ AQUATOX는 수생태계에서 영양염과 퇴적물 및 독성 화학물질 등과 같은 일반적인 오염물질의 복합적인 환경적 거동과 영향을 평가하는 생태위해성평가 모델임 - 간단한 모델부터 복잡한 수생태 먹이망(food web)의 섭식 단계를 고려한 모델까지 구현이 가능함 ㅇ AQUATOX 주요 입력자료 및 결과 - 입력자료: 종별 생물량 밀도, 수질 정보, 수리학적 정보 및 환경변화(화학물질 노출, 부영양화 등)에 대한 입력 - 결과: 종별 생물량 밀도 변화, 화학물질의 농도 변화 및 수질 변화 등 ❏ AQUATOX 모델을 활용하여 생태영향을 평가한 국내 사례연구 ㅇ 이한필(2012): 국내 최초로 AQUATOX 모델을 활용하여 수생태위해성 예측 및 장기 생태영향평가를 수행한 연구 - 팔당호 생태 변화를 모의하여 계절적 특성과 섭식영향 단계에 따른 생물량(biomass)변화를 분석하고, 농약(제초제) 및 가축사료 첨가제의 유입 시나리오를 설정하여 생태영향을 생물량으로 모의함 ㅇ 염재훈, 김상돈(2019): 톨루엔 하천 유출 시나리오의 생태영향평가 수행 - 국내 종에 대해 평가했다는 차별성이 존재함 - 생물량 정보를 밀도로 전환하는 방식을 사용함 ㅇ 국립환경과학원(2018): 국내 대하천 본류 수생태계 생태모델링 개념을 정립하여 AQUATOX를 분석모델로 선정하고, 이를 적절한 구간에 시범적용하여 우리나라 여건에 맞는 수생태계 변화 예측 기반을 구현하는 연구를 수행 - 먹이망 기반 모델과 종다양성 모델을 병행하여 사용할 경우 AQUATOX는 생태계를 재현·예측하고 해석하는 좋은 도구가 될 수 있음을 제시함 ❏ AQUATOX 모델을 활용하여 생태영향을 평가한 국외 사례연구 ㅇ Galic et al.(2019): AQUATOX 모델을 이용하여 “화학물질 노출-생태계서비스변화-가치 평가”를 연계한 대표적 사례연구 - AQUATOX를 통해 “Abundance of game fish(Biomass)”와 “Water clarity(Secchi depths)” 결과(추정)값을 얻은 후 이에 대한 가치 평가를 수행함 3. 연구방법론 적용방안 검토 ❏ AQUATOX 모델로 생태영향을 평가한 선행연구 검토결과, 생물량 변화에 대한 결과도출이 가능함을 확인함 ❏ 국내에서도 Galic et al.(2019)의 생태위해성평가 결과와 같이, 가치추정을 어떻게연계할 것인지를 검토할 필요가 있음 ❏ 연계방안 제안 ㅇ 화학사고 또는 환경오염에 대한 가상 시나리오 선정 및 설문을 통하여 “생물량”에 대한 가치를 정량화하는 방안이 있음 ㅇ AQUATOX 모델의 결과물을 지표로 연계하고, 해당 지표에 대한 경제적 가치를 파악하는 지표연계방식을 고려해 볼 수 있음 Ⅳ. 환경유해인자로 인한 건강영향 가치 추정 1. 연구개요 ❏ 장애보정손실연수(DALY: Disability-Adjusted Life Year)는 WHO 및 환경부 등 국가별 통용지표로서, 주요 환경질환 간 비교뿐 아니라 질병 내 환경유해인자의 기여도 파악과 같은 환경보건정책에도 활용되고 있음 ㅇ DALY는 ‘조기사망으로 인해 손실된 수명’에 ‘장애로 인한 손실된 건강하게 살아갈 수 있는 연수’를 합한 것임 ❏ 선행연구에 의해 도출된 DALY의 원단위가 존재하므로 DALY로 표현되는 건강영향은 경제적 가치 추정이 가능함 ❏ DALY를 통해 평가되는 화학물질 관련 질환은 지속적으로 확대되고 있으며, 본 연구에서는 수은 및 IQ, 심혈관계 질환 등 화학물질 건강영향의 정량화 및 가치추정에 대한 사례를 검토하고자 함 2. 사례분석 ❏ DALY 관련 사례연구 ㅇ Grandjean and Bellanger(2017): 질병으로 확인되지 않는 신체의 기능적 변화에 주목하여 노출-반응 상관관계를 분석하고, 불확실성을 고려하여 기존의 DALY 계산 - 신경독성 영향: PBDEs, 인산계 농약 등 인식기능 손실 등 - EDCs(환경호르몬)의 영향: 프탈레이트, PBDEs, DE 등 생식계통, 당뇨, 비만 등 - 질산염으로 인한 암 발생: 대장암, 난소암, 갑상선암, 신장암, 췌장암 등 ❏ 적용 대상 국내자료 검토 ㅇ 검토할 수 있는 국내 관련자료 목록은 다음과 같음 - Kim et al.(2019): 주요 프탈레이트인 DHEP와 갑상선 기능과의 상관관계 메타분석을 수행함. 프탈레이트로 인한 국내 건강영향을 정량화하고 가치추정 방안을 마련할 필요가 있음 - 서울특별시 아리수 함유 질산염 관련 자료: 질산염 노출이 유발하는 암에 대한 DALYs 및 가치추정 방법론을 국내 아리수 질산염 농도 자료 등에 적용할 수 있음 ❏ 건강영향 정량화 및 가치 시범추정 사례 ㅇ 음용수 섭취를 통한 질산염의 건강영향 정량화를 Temkin et al.(2019)의 방법론에 따라 시범적으로 수행하고 이에 대한 가치를 각 질병별로 추정함 ㅇ 극소 저체중 발생 - 아리수 급수 대상 중 질산염 노출로 인한 극소 저체중 신생아의 IQ 손실 총합을 도출하면 연간 약 2,012임(2019년 기준) - IQ 변화 단위가치(안소은 외, 2018)를 적용한 결과 총 피해는 연간 약 280억 원으로 추정됨 ㅇ 질산염 음용으로 인한 대장암 발생 - 아리수 급수 대상 중 질산염 노출로 인한 대장암 발생은 2,951명으로 추정됨 - Temkin et al.(2019)에서 제시한 대장암 환자 1인의 DALYs인 7.2를 적용하고(대장암으로 인한 DALYs: 21,248), 안소은 외(2018)의 DALY 원단위 가치(2,339만원)를 적용하면 ‘질산염 노출로 인한 대장암 발생의 가치’는 연간 약 4,970억 원으로 추정됨 4. 향후 추진사항 ❏ 최근 연구 DALYs 방법론 적용을 통한 정량화 기법 및 질환 추가 고려가 필요함 ❏ 건강영향의 가치추정 방법론에 대한 보완이 필요함 ㅇ DALY 가치추정 과정에서 적용한 VOLY 외에도 QALY 등 삶의 질 변화를 고려할 수 있는 지표 등에 대한 추가적인 고려가 필요함 ❏ OECD에서 2020년부터 추진 중인 SWACHE 프로젝트(OECD, 2020)와의 지속적인 연계방안 마련과 관련 연구 수행이 필요함 ㅇ 우선, IQ 손실과 관련된 대상 화학물질을 확대하고 지불의사금액(WTP)을 도출하는 연구 등을 수행할 필요가 있음 Ⅰ. Value Estimation of Ecosystem Services for Habitat Quality 1. Research Overview ❏ Research objectives ㅇ To improve the application of the integrated analysis procedure by estimating the economic value and benefits of the change in ecosystem habitat quality using environmental economy integrated analysis procedure ㅇ To estimate the economic value based on the results of an assessment of the impact of changes in habitat quality on ecosystem services by Hyunno Kim et al. (2019) ❏ Research contents ㅇ Habitat quality, which indicates whether the proper conditions for wildlife inhabitation are provided, corresponds to supporting services among ecosystem services. ㅇ The results of an assessment of habitat quality based on land cover changes in Jeju Island, previously evaluated by Hyunno Kim et al. (2019), were used. ㅇ Preferences for ecotourism destinations in Jeju Island and their public perception were identified based on the Jeju Island Ecotourism Survey (2019), and the economic value of the change in habitat quality in 12 main tourist sites were estimated using the choice experiment (CE) method. 2. Literature Review ❏ Literature review on the economic valuation of biodiversity using the CE method ㅇ Biodiversity is often included as a major attribute of ecotourism. The properties of the CE method used in previous studies that evaluated the economic value of the major characteristics of ecotourism are as follows: - Chaminuka et al. (2012): village accommodation, village tours, visits to crafts market - Juutinen et al. (2011): biodiversity, number of visitors, rest areas information sign, admission fee - Naidoo and Adamowicz (2005): travel time, admission fee, type of tourism, accommodation, landscape features, number of bird species, likelihood of seeing large game animals 3. Survey Analysis ❏ Survey overview ㅇ To determine preferences for ecotourism destinations in Jeju Island, and their public perceptions, an online survey was carried out among 3,000 adults who visited some of the 12 main tourist sites in Jeju Island in the last 5 years (October 21-25, 2019). ❏ Choice experiment (CE) design ㅇ CE is a method to estimate the willingness to pay for changes in the attributes of the subject of analysis. ㅇ In the online survey, the main attributes of the 12 ecotourism destinations in Jeju Island included on-site facilities (0-100 points), information and interpretation services (5-point scale), habitat quality (0-1), and admission fee per person. ㅇ The choices in the questionnaire were suggested based on the respondent’s selection of preferred tourist sites and evaluation of related experiences. 4. Empirical Analysis ❏ Analysis model ㅇ In this study, the basic conditional logit (CL) model and the random parameter logit (RPL) model were used for the estimation to reflect the heterogeneity of the respondent’s preference. ❏ Analysis results ㅇ The NLOGIT 6.0 software was used for CL, RPL, and RPL+EC models. The coefficients of the CL model were estimated using maximum likelihood estimation, while those of the RPL and RPL+EC models were estimated using simulated maximum likelihood estimation. ㅇ All parameters matched the predicted sign and were statistically significantly estimated. The tourist sites with superior on-site facilities, information and interpretation services, and habitat quality had a higher probability of being selected, while those with higher admission fees had a lower probability of being selected. ㅇ Based on the AIC, BIC, and Pseudo R2 of the three estimation models, the RPL model was more preferred. Based on the likelihood-ratio (LR) test results of the RPL and RPL+EC models, the RPL+EC model was found to be more suitable. Therefore, the estimation results of the RPL+EC model were used to estimate the benefits of the change in habitat quality. ❏ Benefit estimation ㅇ The change in habitat quality over the past 10 years (2009-2019) varied per tourist site, but it increased by 0.19 on average. - The forest area with high habitat quality increased by approximately 100 km², and the farmland area with low habitat quality decreased by approximately 150 km2. These results indicate that the overall habitat quality increased. ㅇ Based on the results of the estimation of compensating surplus (CV) due to the change in habitat quality, it was deduced that the social benefit ranged from KRW 253 (Jeolmul Natural Recreation Forest) to KRW 2,302 (Bijarim Forest) per person. This excluded the case of Seogwipo Natural Recreation Forest, where there was no change in habitat quality. ㅇ Considering the number of visitors for each tourist site in 2019, the social benefit of the change in habitat quality ranged from KRW 0.18 billion (Jeolmul Natural Recreation Forest) to KRW 2.37 billion per year (Jungmun Daepo Beach Jusangjeolli Range), and the social benefit resulting from the improvement of habitat quality in the 12 tourist sites is estimated to be approximately KRW 12 billion per year. 5. Implications ❏ With respect to biodiversity and its benefits, the results of this study can be used as a reference for decision making in policies and projects requiring land-use development. Ⅱ. Comprehensive Evaluation of Ecosystem Services 1. Research background and objectives ❏ Research background ㅇ The land-use policy focusing on land-use efficiency caused an imbalance between ecosystem services. Hence, the Millennium Ecosystem Assessment (MA) stated that distinguishing tradeoffs and synergy, interactions existing between ecosystem services, are important (MA, 2010). ㅇ Interactions between ecosystem services occur when multiple services change due to a single driving force, or when services change in response to changes in other services (Bennett et al., 2009). - Interactions between ecosystem services can be identified through “bundles,” a set of ecosystem services that appear over space or time repeatedly (Raudsepp-Hearne, Peterson, and Bennett, 2010, p.5242). ❏ Research objectives ㅇ For environmental management using ecosystem services evaluation, it is very important to understand the relationship between ecosystem services. This can be achieved by applying various statistical methods. - The InVEST (Integrated Valuation of Environmental Services and Tradeoffs) Model was used to analyze ecosystem services. - Land-Use Land Cover (LULC) changes in 1989-2009 were evaluated through five ecosystem services, and regions where ecosystem service interactions changed were identified through principal component analysis (PCA) and cluster analysis. - Time series changes for several ecosystem services were estimated for the Jeju Island region. 2. Integrated Analysis Evaluation Method for Ecosystem Services ❏ Evaluation and verification of ecosystem services ㅇ In this study, a number of ecosystem services were evaluated and verified utilizing InVEST, an ecosystem service-based decision support model developed by the Natural Capital Project, and the comprehensive evaluation was performed based on the results. ❏ Integrated valuation of ecosystem services: heatmap ㅇ To overcome difficulties in comparing results due to different units and ranges of values for each ecosystem service, a heatmap was created to enable visual comparison. ❏ Trade-off relationship analysis of ecosystem services ㅇ To determine the trend in ecosystem service provision by region, ecosystem type, and region, a bundle of ecosystem services by region was derived. The correlation between water supply, water purification (nitrogen undercurrent, phosphorus undercurrent), carbon storage, and habitat quality was effectively represented using PCA. ㅇ After PCA, the regional results showed a tendency of homogeneous ecosystem service provision, which were presented as clusters through K-means clustering. 3. Status Evaluation of Ecosystem Services ❏ Current status evaluation ㅇ The ecosystem services across all regions of South Korea that were evaluated based on the 2009 land cover map are as follows: - In terms of water supply service, Hangang River and Nakdonggang River contribute the most, about 26 and 20 billion m³, respectively. Moreover, for the water quality control service, Hangang River and Nakdonggang River together underrun 30 tons of nitrogen and 2 tons of phosphorus, annually. In terms of water resources ecosystem services, Hangang River and Nakdonggang River were confirmed to be the main source of supply. - The carbon storage service playing a role in climate control and the habitat quality service related to the habitat base of ecosystems, plants, and animals were the services in which forests, grasslands, and wetlands had a high contribution. Therefore, the corresponding services tend to be dominant in Hangang River and Nakdonggang River, including the Gangwon-do, Gyeongsangbuk-do, and Gyeongsangnam-do regions with rich forests. ❏ Trade-off relationship analysis of ecosystem services ㅇ Seventeen domestic metropolitan governments were grouped into four bundles through PCA and K-means clustering on the amount of ecosystem services provided. ㅇ The four bundles were classified as (1) urban type, (2) agricultural type, (3) forest type, and (4) island type. They have the following characteristics: - Urban type bundle: This included Seoul, Incheon, Pusan, and Daegu. Due to the effect of by-products discharged from human activities, there was a large amount of phosphorus load. Hence, its undercurrent amount was high. - Agricultural type bundle: This included Gyeonggi, Sejong, Jeonbuk, Jeonnam, Chungnam, and Gwangju. Nitrogen and phosphorus were used as fertilizers in agricultural activities. Hence, their undercurrent amount was high. - Forest type bundle: This included Daejeon, Ulsan, Chungbuk, Gyeongbuk, and Gyeonnam. The habitat quality and carbon storage capacity was higher than other services, and the synergy between regulating and supporting services were observed. - Island type bundle: This included Jeju Island. The climate and soil are different from that of the inland region. It belongs to the subtropical wet climate zone and water quantity supply service is abundant. 4. Analysis of Changes in Ecosystem Services Based on Changes in Land Cover and Use ❏ Integrated evaluation of changes in ecosystem services based on changes in land cover and use ㅇ From 1989 to 2009, urbanized areas increased and forest decreased in almost all regions. Farmland tended to decrease in large urban areas and increase in other areas. ㅇ The total amount of service per unit area decreased in most regions such as Seoul, Pusan, Daegu, and Incheon. - The effect of decreasing forest area, which plays a central role in ecosystem services, was significant. ❏ Changes in the trade-off relationship of ecosystem services based on changes in land cover and use ㅇ The trade-off and synergistic effects of ecosystem services were determined through PCA, and the relationship between services was confirmed through the angle between vectors. ㅇ In South Korea, there is a trade-off relationship between habitat quality and carbon storage services and phosphorus regulating services. ㅇ The regions with noticeable trade-off and synergistic effects were Jeju, Gyeonggi, and Gwangju. - Jeju: When the water quality control service increased, the habitat quality and carbon storage services, which are provided by forests, decreased. - Gyeonggi, Gwangju: The water quality control service, along with the forest provisioning service such as habitat quality and carbon storage services, decreased simultaneously. 5. Implications ❏ In the process of developing an ecosystem services bundle and identifying the characteristics of service connection, it was expected that insights considering the advantages and disadvantages of each ecosystem service, along with the trade-off and synergistic effects between services when making decisions on land-use planning, would be gleaned. Ⅲ. Title ❏ In the second phase (2019-2021) of this study, a framework for estimating chemical damage, particularly the effect of chemicals on humans through dietary exposure in the ecosystem, will be established. ㅇ In the first year of the second phase, (2019), an ecological risk assessment of harmful environmental factors and a preliminary investigation on the estimated cost of damage were performed by reviewing the literature that assessed “the effect of chemicals on the ecosystem,” which is the first link route of the harmful factor-ecosystem (acceptor)-health impact. ㅇ In the second phase of the second year (2020), domestic cases of the ecological risk assessment and damage cost estimation due to major environmental hazards were investigated to find the possibility of connecting the ecosystem risk and value estimation based on “environmental harmful factor-ecosystem effect-value estimation” route. 1. Research Overview ❏ In 2016, the United States Environmental Protection Agency (US EPA) proposed a new form of risk assessment by adding ”ecosystem service endpoints that can be introduced into ecological risk assessment” to the existing ecological risk assessment endpoint (ES-GEAEs; ecosystem services generic ecological assessment endpoints) ㅇ This enables the quantitative benefit analysis and valuation from a human perspective, such as economic, socio-psychological, and health benefits that the ecosystem provides to humans. - Among them, the AQUATOX model makes it possible to comprehensively assess the effect of contaminants on the aquatic ecosystem. It has the advantage of linking entity-level toxicity data to multi-species or ecosystem reactions; thus, it is expected to have a wide application. - This study will review the utility of the model, whether it can link the “introduction of chemical change in ecosystem service-value evaluation.” In this regard, cases where ecological risk assessments were performed using the AQUATOX model were investigated. 2. Case Analysis ❏ AQUATOX model ㅇ AQUATOX is an ecological risk assessment model evaluating the complex environmental behavior and effect of general contaminants such as nutrients, sediments, and toxic chemicals in the aquatic ecosystem. - It is possible to move from a simple model to a model considering the food intake of a complex aquatic food web. ㅇ AQUATOX major input data and results - Input data: Input on biomass density for each species, water quality information, hydrographical information, and environmental changes (exposure to chemicals, eutrophication, etc.) - Results: Change in biomass density for each species, change in chemical concentration, change in water quality, etc. ❏ A domestic case study evaluating ecological impact using the AQUATOX model ㅇ Hanpil Lee (2012): Conducted a pioneering study on aquatic ecology risk prediction and long-term ecological impact assessment using the AQUATOX model, which was the first of its kind in South Korea. - Simulated the ecological change of Paldangho Lake, analyzed the biomass change according to the seasonal characteristics and food intake impact stages, and simulated the ecological impact of biomass by setting up a scenario of introducing agricultural pesticides (herbicide) and feed additives. ㅇ Jaehoon Yeom, Sangdon Kim (2019): Performed an ecological impact assessment of a scenario of toluene spill into the river - Distinct characteristics used to evaluate the domestic species - Used the method of converting biomass information to density ㅇ National Institute of Environmental Research (2018): Established the concept of aquatic ecosystem ecological modeling of the domestic large river mainstream in South Korea; selected AQUATOX as an analysis model, applied it to the appropriate range, and performed a study on materializing the prediction basis for the aquatic ecosystem change that fits domestic conditions. - In the case of running the food web-based model and species diversity model in parallel, it was suggested that the AQUATOX can be a good tool for reproducing, predicting, and interpreting ecosystems. ❏ An international case study evaluating ecological impact using the AQUATOX model ㅇ Galic et al. (2019): Conducted a representative case study research that linked “exposure to chemical-ecosystem service change-value evaluation” using the AQUATOX model. - Obtained the result (predicted) values of “abundance of game fish (biomass)” and “water clarity (secchi depths)” through the AQUATOX and performed valuation using these values. 3. Review on Research Methodology Application Method ❏ Based on a review of literature evaluating ecological impact using the AQUATOX model, it was possible to derive results on changes in biomass. ❏ There is a need to review how to connect value estimation in South Korea, similar to the ecology risk assessment results shown by Galic et al. (2019). ❏ Suggestions for linkage ㅇ There is a method to quantify the value of “biomass” through the hypothetical scenario selection and the questionnaire about chemical accident or environmental pollution. ㅇ The index linking method, in which the results of the AQUATOX model is linked to an index to determine the economic value of the corresponding index, can be considered. Ⅳ. Estimation of Health Impact Value due to Environmental Harmful Factor 1. Research Overview ❏ Disability-Adjusted Life Year (DALY) is a commonly used index by countries including WHO and Ministry of Environment. It is used not only for comparing major environmental diseases but also for environmental health policies, such as understanding the level of contribution of environmental harmful factors within diseases. ㅇ DALY is the sum of ”lifespan damaged by early death” and ”number of years living healthy that is damaged by disability.” ❏ Since the basic unit of DALY was derived from the previous studies, it is possible to estimate the economic value of the health impact expressed as DALY. ❏ Chemical-related diseases evaluated through DALY are continuously expanding. This study will review cases on the quantification of chemical health impact and value estimation, such as mercury and IQ, cardiovascular system disease. 2. Case analysis ❏ DALY-related case studies ㅇ Grandjean and Bellanger (2017): Focused on the functional change of the human body that is not identified as a disease, analyzed the correlation between exposure-response, and proposed the method to supplement the existing DALY calculation method. - Calculated disease burden using the concept of attributing factor (AF) - For instance, lead or mercury is known to cause adverse health impacts in the nervous system, while organophosphorus biocides and brominated flame retardant are neurotoxic materials, the cause-and-effect relationship of which are not recognized. The disease burden of this major group of materials was estimated. - The cost estimation results related to the neurotoxicity for four groups of materials accounted for over 2.5% of the world GDP, and using this method, the damage costs for cancer and respiratory diseases were obtained. ㅇ Prüss-Ustün A. et al. (2016): Reviewed 133 diseases and injuries through a literature review; and conducted a comparative risk assessment based on epidemiology estimation, specialist opinion, and disease propagation path information, and used the level of contribution of each population group for the calculation of disease burden for each environmental factor - When estimating the burden of disease, the level of contribution of the corresponding factor varied depending on whether the environmental factors were included. - Suggested the level of contribution of environmental and nonenvironmental factors on the disease burden for each target disease. ㅇ Navrud S. (2018): The OECD estimated the health impact, environmental impact, and economic benefit of phthalate, mercury, NMP (N-Methyl- 2-pyrrolidone), and formaldehyde through a literature review on the health impact and economic valuation of chemicals. ㅇ Temkin A. (2019): A study estimating the health impact of nitrate through drinking water intake and the corresponding economic damage. - The incidence of and number of patients with colorectal cancer, ovarian cancer, renal cancer, thyroid cancer, and bladder cancer, along with infant-related diseases, were presented among the health impacts of nitrate. - The annual DALYs for patients suffering from nitrate were deduced and converted to economic damage. 3. Review of Research Methodology Application Method ❏ Additional chemicals and diseases for DALY derivation ㅇ The subjects reviewed for the application of DALY derivation and economic damage estimation methodology in this study are shown below. - Neurotoxicity impact: loss of recognition functions, including PBDEs, phosphorus agricultural pesticides - Effect of EDCs (endocrine-disrupting chemicals): reproductive system, diabetes, and obesity including phthalate, PBDEs, and DE - Cancer caused by nitrate: colorectal cancer, ovarian cancer, thyroid cancer, renal cancer, pancreatic cancer, etc. ❏ Review of application target domestic data ㅇ The list of related domestic data that can be reviewed is shown below. - Kim et al. (2019): Conducted a meta-analysis of the correlation between DHEP, a major phthalate, and thyroid function. There is a need to quantify the domestic health impact due to the phthalate and prepared the value estimation method. - Data related to nitrate in Seoul Metropolitan Government Arisu: Methodology of DALYs and value estimation about cancer due to the exposure to nitrate can be applied to the domestic Arisu nitrate concentration data. ❏ Cases of health impact quantification and value demonstrative estimation ㅇ The quantification of health impacts of nitrate through drinking water intake was demonstratively conducted according to the methodology of Temkin et al. (2019), and the value for each disease was estimated. ㅇ Occurrence of very low weight - The total sum of IQ loss of infants with very low birth weight due to exposure to nitrate in the Arisu water supply was calculated to be approximately 2,012 per year (as of 2019). - Based on the application results of the IQ change unit value (Soeun Ahn et al., 2018), the total damage was estimated to be around KRW 28 billion annually. ㅇ Colorectal cancer incidence due to nitrate intake - Among the Arisu intake targets, colorectal cancer incidence due to the nitrate intake was estimated to be 2,951 cases. - Applying the DALYs of 7.2 for one colorectal cancer patient suggested by Temkin et al.(2019) (DALYs due to colorectal cancer: 21,248) and DALY basic unit value (KRW 23.39 million) by Soeun Ahn et al. (2018), the ”value of colorectal cancer incidence due to the exposure to nitrate” is estimated to be approximately KRW 49.70 billion per year. 4. Considerations for future enforcement ❏ Future research should consider disease and quantification techniques through the application of DALYs methodology. ❏ The methodology should include the economic valuation of health impacts. ㅇ In addition to the VOLY applied in the DALY value, further consideration is required for indices that can take into account the change of life quality such as QALY, apart from VOLY applied during the DALY value estimation process. ❏ The continuous link method with the SWACHE project propelled by the OECD from 2020 should be prepared, and related research needs to be performed. ㅇ Above all, the target chemicals related to the IQ loss should be expanded, and research on deriving the willingness to pay (WTP) should be carried out.

항공사 서비스품질이 고객가치와 태도에 미치는 영향

유정헌,김문섭 한국항공경영학회 2018 한국항공경영학회지 Vol.16 No.6

Airlines have been trying to enhance service quality as a way to increase customer value in a fierce struggle for existence. This research aimed to suggest the ways to increase customer value via enhancing service quality. For this purpose, current study investigated the influence of service quality(personal, system) on customer value(functional, emotional, social). Also, current research examined the influence of customer value(functional, emotional, social) on attitude toward airlines and the moderating role of public self- consciousness between personal service quality and social value. Empirical results showed that service quality(personal, system) had a positive influence on customer value(functional, emotional, social). And customer value(functional, emotional, social) had a positive influence on attitude. Additionally, public self-consciousness moderated the influence of personal service quality on social value. Current research contributes to the aviation service literature by showing the mechanism of the influence service quality on attitude via customer value. In addition, this study contributes to the current literature by examining the relative influence of personal service quality and system service quality on customer value(functional, emotional, social) and the relative influence of functional value, emotional value and social value on attitude. Moreover, this study enriches the aviation service literature by introducing and investigating the moderating role of public self-consciousness. Managerially, this research contributes to airlines by showing how to manage service quality(personal, system) and customer value(functional, emotional, social) as ways to enhance customer’s attitude toward airlines. 항공사들은 고객가치 제고의 수단으로 항공서비스품질을 개선하기 위한 노력을 기울이고 있으나 이러한 노력이 항상 고객가치 향상을 통한 수익으로 연결되는 것은 아니다. 본 연구는 항공사들에게 항공서비스품질 개선을 통해 고객가치를 제고함으로써 항공사에 대한 태도를 개선하는 방안을 제안하고자 하였다. 즉 서비스품질의 하위 차원인 인적서비스품질과 시스템적서비스품질이 고객가치의 하위 차원인 기능적가치, 정서적가치, 사회적가치 각각에 미치는 영향을 실증함으로써 서비스품질 향상을 통한 고객가치 제고 방안을 제시하고자 한다. 또한 고객가치(기능적가치, 정서적가치, 사회적가치)가 항공사에 대한 고객의 태도에 미치는 영향을 실증하고자 하였다. 더 나아가 인적서비스품질이 항공사 서비스에 대한 사회적가치 지각에 미치는 영향에 있어서 고객의 기질적인 공적자아인식 수준의 조절효과를 파악하고자 하였다. 항공서비스 이용 경험이 있는 고객을 대상으로 설문조사를 실시한 후 실증 분석한 결과 인적서비스품질과 시스템적서비스품질이 기능적가치, 정서적가치, 사회적가치를 통해 태도에 긍정적 영향을 미쳤으며 인적서비스품질이 사회적가치에 미치는 영향을 공적자아인식이 조절하였다. 이러한 연구결과는 서비스품질(인적서비스품질, 시스템적서비스품질)이 고객가치(기능적가치, 정서적가치, 사회적가치)를 통해 태도에 영향을 미치는 기제를 밝혔다는 점에서 학문적 의의가 있다. 또한 인적서비스품질이 사회적가치에 미치는 영향에 있어서 공적자아인식의 조절 효과를 실증함으로써 인적서비스품질, 사회적가치, 공적자아인식에 대한 연구를 풍부하게 하였다는 점에서 학문적 의의가 있다. 본 연구는 항공서비스품질 개선을 통해 고객가치 및 태도 향상을 원하는 항공사들에게 서비스품질의 하위 차원인 인적서비스품질과 시스템적서비스품질과 고객가치의 하위 차원인 기능적가치, 정서적가치, 사회적가치 각각의 관리를 통한 항공사에 대한 고객의 태도 향상 방안을 제시한다는 점에서 실무적 의의가 있다.

데이터기반 서비스의 고객경험가치 특성이 AI 서비스 유용성에 미치는 영향 : 지각된 AI 서비스 위험의 조절효과를 중심으로

천홍말(Cheon, Hong-Mal) 한국상품학회 2019 商品學硏究 Vol.37 No.6

본 연구는 최근 데이터 기술 즉, DT(data technology)기반 서비스의 핵심기술로 부각되고 있는 AI 인공지능 서비스를 활용한 고객경험가치 창출방안을 탐색하였다. 이를 위하여 고객경험가치의 유형을 사용가치, 기호가치, 상징가치로 나누고 AI 서비스 유용성과의 관계를 실증적으로 확인하였으며, 그 과정에서 지각된 AI서비스 위험의 조절적 역할을 함께 분석하였다. 본 연구의 분석결과는 크게 세 가지로 정리할 수 있다. 첫째, 효과적인 고객경험가치 창출을 위해서는 사용가치창출보다는 기호가치, 상징가치창출 측면에서 AI서비스 유용성이 보다 효과적으로 활용될 수 있을 것으로 나타났다. 즉, 단순한 기능적 사용측면에서 지능형 서비스를 제공하기보다는 개인의 취향을 파악하여 문제해결을 지원하거나 사회적 관계측면에서 소비자에게 새로운 경험적 편의성을 제공할 수 있도록 AI 인공서비스가 활용될 필요성이 있다. 둘째, 소비자들은 사용가치 측면에서 서비스 위험을 지각하고 있는 것으로 나타났다. 따라서 물리적 기능에 대한 충분한 제품서비스 정보와 오류방지 증거의 제시, 체험기회의 제공 등을 통해 물리적 위험에 대한 지각수준을 낮추는 노력이 선행될 필요가 있다. 셋째, 지각된 AI 서비스 위험의 조절효과가 확인되었다. 따라서 AI 인공지능 서비스에 대한 혁신저항 요인을 제거하기 위하여 사전에 AI 서비스 특성을 알리고 소비자들과 공감할 수 있는 기회를 제공할 필요성이 있다. 아울러, 지각된 위험수준을 낮출 수 있도록 소비자가 예측하지 못하는 편익을 제공하기 위하여 데이터분석에 기초한 고객경험가치의 설계가 전제될 필요가 있다. This study explored how to create customer experience value using AI artificial intelligence service, which is emerging as a core technology of data technology (DT) based service. To this end, the type of customer experience value characteristics was divided into use value, preference value, and symbol value, and empirically confirmed the relationship between AI service usefulness and customer experience value characteristics, and also confirmed, the moderating role of perceivedAI service risk in the process. The results of this study can be summarized in three. First, in order to create effective customer experience value, AI service usefulness could be used more effectively in terms of preference value and symbol value creation rather than use value creation. In otherwords, rather than providing intelligent services in terms of simple functional use, AI artificial services need to be utilized to identify individual tastes to support problem solving or to provide consumers with new experiential convenience in terms of social relations. Second, consumers perceived AI service risks in terms of use value. Therefore, the level of risk perception about physical risks is lowered by providing sufficient product service information and error prevention evidence on physical functions, providing experience opportunities. Third, themoderating effects of perceived AI service riskswas confirmed. Therefore, the design of customer experience value based on data analysis needs to be premised in order to provide unpredictable benefits to consumers to lower perceived risk levels.

O2O 서비스의 경험 가치 요인 연구

김진형(Kim, Jin Hyung),김헌(Kim, Hun) 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.1

최근 ICT 비즈니스의 가장 성공적인 사업 모델로 자리 잡은 O2O(Online to Offline)서비스 시장이 전세계적으로 가파르게 성장하면서 온라인과 오프라인의 경계가 점차 허물어져 가고 있다. 이러한 성장세는 서비스 플랫폼을 통해 사용자 경험을 부여하고 고객문제를 해결하는 등 엔드유저(End User)의 경험 가치에 초점을 맞춘 결과라고 볼 수 있다. 소비자의 ‘가치’는 다양한 분야에서 지속적으로 연구되어왔지만, 사용자 경험 분야에서 새로운 플랫폼에 대한 ‘경험가치’ 연구 사례는 미흡한 실정이다. 이에, O2O 서비스에서의 경험 가치를 고찰함으로써 UX(User Experience) 디자인 관점에서 O2O 서비스의 성장요인을 파악하고자 하였다. 연구방법은 선행 연구 및 문헌 고찰을 통해 O2O 서비스의 특성 및 경험 가치 요소를 파악하였고, 고찰된 이론들을 기반한 UX 디자인 관점에서의 ‘O2O 서비스 경험 가치 모델’을 제안하였다. 본 연구는 유저의 접근 흐름에 따라 O2O 서비스의 구조적인 개념과 사용자 경험의 단계, 서비스 디자인에서의 경험 가치 속성의 고찰, O2O 서비스에서의 경험 가치 모델 제안 순으로 진행되었다. 먼저, UX 디자인 관점에서 파악된 O2O 서비스의 성공요인은 ‘물리세상(Offline), 가상세상(Online), 차세대 기술의 융합을 통한 시간/공간/신체의 확장 곧, 물리적 한계의 개선이 만들어낸 경험 가치’임을 파악하였고, 둘째, John Dewey(1958), Forlizzi(2000), Donald A. Norman(2004) 등의 선행 연구를 통해 경험 과정, 대상, 가치, 결과 등을 파악하였으며, 특히 온오프라인을 넘나드는 총체적인 경험 모델을 제시한 Bernd H. Schmitt(2013)의 감각(sense), 감성(feel), 인지(think), 행동(act), 관계(relate)의 다섯 가지 체험모듈을 신매체 중심의 소비자 행동 모델(AISAS)에 접목하여 O2O 서비스의 행동 확장 기준으로 도출하였다. 셋째, 경험 가치 요소로는 Cho&Kim(2010), Holbrook(1999), Scherer(2004) 등의 경험 가치 이론을 토대로 사용자 경험 단계에 따라 감각 단계에서는 감성적, 물리적, 환경적 가치를, 감성 단계에서는 정서적, 학습적 가치를, 인지 단계에서는 학습적, 기능적 가치를, 행동 단계에서는 사회적, 기능적, 감성적 가치를, 관계 단계에서는 사회적, 물리적, 환경적, 감성적 가치를 도출하여, 마지막으로 앞서 도출된 경험 가치를 도식화하여 O2O 서비스의 경험 가치 모델로 제안하였다. 이를 통해 각 경험 단계에 따라 O2O 서비스의 공간구조에 대한 경험 가치의 속성을 파악할 수 있으며, 경험적 요인을 파악하고 경험 디자인을 수행할 때에 접목시킬 수 있는 자료로 활용할 수 있다. 본 연구는 O2O 서비스의 발전과 확장에 있어 경험디자인이 앞으로 나아갈 방향을 모색하였다. O2O 서비스에서의 사용자 경험 가치의 가능성을 가늠하고 O2O 서비스와 같이 차세대 컨버전스 서비스 분야에 있어 경험 디자인을 위한 기초 연구로써 의의가 있다고 사료된다. As O2O(Online to Offline) service market, which was settled as the most successful business model of ICT business lately, has rapidly grown throughout the world, the boundary between online and offline has gradually collapsed. It can be said that such growth trend results from the fact that focus was put on end user’s experience values by rendering user’s experience and solving customer problems through service platform. ‘Value’ of consumers has been continuously researched in various fields but there are not sufficient research cases of ‘experience value’ regarding new platform in user’s experience field. Thus, this study aims to consider experience value of O2O service and then, to grasp growth factors of O2O service from the aspect of UX(User Experience) design. Research method is to grasp characteristics of O2O service and elements of experience value through advanced researches and literature reviews, and it suggested ‘experience value model of O2O service’ from the aspect of UX design based on considered theories. This study was conducted in the following order pursuant to user’s approach flow; the phase of structural concept of O2O service and user’s experience, consideration of experience value attribute in service design, and suggestion of experience value model of O2O service. First, success factor of O2O service grasped from the aspect of UX design was ‘expansion of time/space/body through fusion of physical world(Offline), virtual world(Online), and next generation technology, i.e. the experience value created by improvement of physical limit’. Second, it grasped experience process, object, value and result through advanced researches of John Dewey(1958), Forlizzi (2000), Donald A. Norman(2004), and in particular, it engrafted such 5 experience modules as sense, feel, think, act, and relate of Bernd H. Schmitt(2013), who suggested holistic experience modules crossing over online and offline, upon new media-oriented consumer behavior model(AISAS) and then, it drew standards of O2O service behavior expansion. Third, as for elements of experience value, pursuant to user experience phase based on experience value theories of Cho&Kim(2010), Holbrook(1999), Scherer(2004) et al., the study drew sentimental, physical, and environmental value in the phase of sense, emotional and learning value in the phase of feel, learning and functional value in the phase of think, social, functional, and sentimental value in the phase of act, social, physical, environmental, and sentimental value in the phase of relate, and it finally schematized previously drawn experience values and proposed them as experience value models of O2O service. Through this, we can grasp not only attribute of experience values for O2O service spatial structure as per experience phase but also experiential factors and we can also use them as data to engraft them upon performance of experience design. This study tried to find a direction for experience design to move forward with respect to development and expansion of O2O service. It is thought that this study has a meaning of judging possibility of user experience values in O2O service field and that it also has a meaning as basic research for experience design in next generation convergence service field like O2O service.

A PLATFORM FOR VALUE CO-CREATION: THEORETICAL INSIGHTS FROM ‘COOKPAD’

Kimihiko Kondo 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Introduction Recent research in management and marketing has focused on the concept of value cocreation, and numerous attempts have been made by scholars to clarify the essence and process of value cocreation according to the service-dominant logic (Vargo & Lusch 2006). The value cocreation perspective is substantially different from the traditional value creation perspective in the following two respects. First, while in the value creation perspective the seller or firm is the initiator of value creation and value proposition, the value cocreation perspective considers both the buyer or consumer and the seller or firm to be value-creating actors (Vargo & Lusch 2006). Second, the value cocreation perspective focuses on the fact that value is cocreated through interaction between the seller and buyer, or company and consumer (Vargo & Lusch 2006). The purpose of this paper is to (1) analyze the case of ‘COOKPAD’, the top recipe site in Japan, as a platform for value cocreation, (2) consider the relationship between firms and consumers in the value cocreation process, and (3) draw some theoretical insights on value cocreation, open innovation, and service innovation. While tremendous progress has been made in these research fields, little is known about the ‘platform’ of value cocreation. This paper will focus specifically on the function of ‘platform’ in value cocreation. Case analysis of COOKPAD COOKPAD has following three theoretical features. First, COOKPAD is a service provider, which is thought to be more likely to cocreate value with consumers than goods manufacturing companies (Gr?nroos 2011). Second, it is an online service provider that operates in an environment where a higher number of consumers are likely to become involved in the value cocreation process. And thirdly, it is a leading-edge case that could provide new theoretical knowledge to the existing theories on value cocreation, open innovation, and service innovation. Overview COOKPAD Inc. was founded in 1997 by an entrepreneur Akimitsu Sano, and the Internet site called ‘COOKPAD’ became the most popular recipe site in Japan in a very short period. In accordance with the corporate mission of ‘making everyday cooking fun,’ it allows users to upload and search through original, user-created recipes. In July 2013, COOKPAD had more than 1.5 million registered recipes, a total of 20 million users, and over 1 million paid subscription users. Currently, it is being used by almost 80-90% of all Japanese women in their 20-30s (COOKPAD 2014). Combined with its mobile and smartphone services which can be used on the go and in stores, COOKPAD plays an influential role in the shopping decisions that consumers make in their everyday lives. Business Model COOKPAD has two revenue-generating businesses. One is a ‘premium service’ business aimed at consumers, and the second business is advertising aimed at food manufacturers (Uesaka 2009). COOKPAD users can search through a large database of recipes using search options such as ingredients, menu, and keywords. Free users can view the recipes, but for them the functionality of the service is more limited. ‘Premium service’ members (a paid service costing ?294 per month) have access to value-added services such as ‘MY kitchen’ and ‘MY folder’. ‘MY kitchen’ allows a member to upload a recipe with a self-made photo of the food, check the traffic to the recipe, and browse the feedback to the recipe from other paying members. Paying members can also save their favorite recipes in ‘MY folder’, can register their favorite recipe-posting members, and search for new recipes posted by these members. The company’s advertising business offers corporate clients the option to display clickable ads and also runs recipe contests. Its advertising clients include food and beverage manufacturers, and the service aims at enhancing the awareness of client products and services and at enhancing consumer knowledge on how to use these products. More specifically, COOKPAD provides food companies with a virtual space or ‘platform’ to hold recipe contests and to promote their products by inviting users to create recipes for these products. COOKPAD’s cocreated value The value cocreation process of COOKPAD has two aspects. The first is in the relationship with consumers. Consumers upload their vaunted recipes to COOKPAD, and derive great satisfaction from providing other consumers with value by having these other consumers browse and use these recipes. A series of customer experiences (searching for recipes, cooking, uploading recipe) on COOKPAD results in customer satisfaction. The important point here is that consumers are actors who cocreate value in a multilateral and interactional fashion through browsing and uploading of each other’s recipes, while usual cookbooks produced by professionals create value in a unilateral fashion. Therefore, COOKPAD is an interactive platform that promotes value cocreation among consumers. The second aspect is in the relationship with food manufacturers. Usually, food manufacturers try to take in customers’ needs through group interviews and/or consumer surveys to develop more appealing products or services. However, although customer needs may be incorporated in the product development process, it is arguably the food manufacturer that creates value in the form of food products. Also, it is usually the manufacturers who propose recipes using their ingredients to consumers on their websites, and, in this case, they use the website as a one-way communication channel for their products. In contrast, COOKPAD plays not only the role of a platform where food manufacturers place Internet advertisements, but they can also ask consumers for ideas on how to use the ingredients in the form of ‘recipe contests’. In the case of COOKPAD the value-creating actors are not the food manufacturers that strategically promote the usage of their ingredients, but instead it is the consumers —usually considered value receivers in the goods-dominant logic— who perform this role. The value cocreation on COOKPAD is based on the fact that it is a platform connecting two markets. Platform is defined as the tool and/or system that functions as a communication infrastructure promoting cooperation among multiple types of actors (Kokuryo & Platform Design Lab 2011). Applying this definition to COOKPAD, the multiple types of actors are the many consumers and food manufacturers using the COOKPAD website, the interactive cocreation among these actors embodies the cooperation aspect, and the COOKPAD website is the platform that provides the communication infrastructure that enables the cocreation process. COOKPAD in fact consists of two platforms: a platform of consumers and a platform of food manufacturers. This type of platform has been called a two-sided platform where products and services are brought together by groups of users in two-sided networks (Eisenmann, Parker, & Van Alstyne 2006). In a two-sided platform two unique effects appear, namely same-side network effects and cross-sided network effects. Same-side network effects “are created when drawing users to one side helps attract even more users to that side” (Eisenmann, Parker, & Van Alstyne 2006, p.96). On COOKPAD’s platform, a large number of consumers upload various recipes, and more consumers who are attracted to the variety of recipes start to use them. The cross-side network effects are generated “if the platform provider can attract enough subsidy-side users, money-side users will pay handsomely to reach them” (Eisenmann, Parker, & Van Alstyne 2006, p.96). Indeed, in the case of COOKPAD, the large number of subsidy-side consumers attracts money-side food manufacturers to the platform who are willing to pay the advertisement rates to reach those consumers. Theoretical insights from the case Based on the COOKPAD business model, we would like to propose some theoretical insights to existing research in value cocreation, open innovation, and service innovation. First, the situation in which consumers actively engage in value cocreation and generate product innovation has been understood as ‘user innovation’. The users engaging in innovation are called ‘lead users’. Lead users are defined as those who have advanced knowledge related to a specific field, participate in product development and the service provision process, and cocreate value with firms (von Hippel 1988). This means that in this case the value cocreation is limited to lead users who are able to generate user innovation. The important point here is that users who cocreate value on COOKPAD are not lead users with advanced cooking knowledge, but amateurs in cooking, which is different from the premise of user innovation theory. COOKPAD functions as a platform that accumulates numerous knowledge resources on cooking by connecting these ordinary consumers and food manufacturers. Therefore, COOKPAD can be positioned as a value cocreation platform integrating consumers’ resources. Secondly, this feature of COOKPAD provides an important implication for research on open innovation. Open innovation is defined as the use of purposive inflows and outflows of knowledge to accelerate internal innovation, and to expand the markets for external use of innovation, respectively (Chesbrough 2006). The value cocreation platform of COOKPAD is the very infrastructure that invokes open innovation. And this aspect represents a strategy that is completely opposite to the strategy of developing a solid customer base by enclosing good customers and gaining higher profit, as typified by CRM (costumer relationship management). COOKPAD develops a relationship for cocreating values with a large indefinite number of consumers and reaps profit from paying members who are highly loyal to it. And thirdly, in association with the value creation network, the network has been considered in the concepts of value constellation (Norman & Ram?rez 1993) and value network (Lusch, Vargo, & Tanniru 2010), and both of these concepts focus on the network of value-creating actors and the relationship in which the actors create one value. However, the COOKPAD platform goes beyond these concepts in the sense that recipes as cocreated values are generated emergently through consumers’ positive commitment to value cocreation. COOKPAD invoking open innovation includes a possibility of emergent value cocreation. Emergence is defined as a phenomenon in which unpredictable value added can be generated through interaction among multiple actors (Kokukyo & Platform Design Lab 2011, p.260). Both COOKPAD and consumers are not able to predict in advance what kind of value-added recipes will be uploaded, and food manufacturers cannot foresee what kind of recipes will be submitted in recipe contests. Recipes as cocreated value cannot be determined in advance, and thereby, COOKPAD is also a platform with a post-emergent process, which means a process in which the value that customers experience is not determined in advance by both firms and consumers, and the real value only becomes apparent for the first time during the use process (Ono et al. 2014). Conclusion As we analyzed above, COOKPAD has unique features in three ways. Firstly, it is a platform in which all values are generated by a cocreation process between consumers and firms. Secondly, the innovation on COOKPAD has a character of open innovation by numerous amateur consumers. Thirdly, the innovation cannot be fully determined in advance by COOKPAD, food manufacturers, and consumers. We believe we will be able to contribute to research on value cocreation, open innovation, and service innovation by further exploring the case of COOKPAD.

A PLATFORM FOR VALUE CO-CREATION: THEORETICAL INSIGHTS FROM ‘COOKPAD’

Kimihiko Kondo 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

Introduction Recent research in management and marketing has focused on the concept of value cocreation, and numerous attempts have been made by scholars to clarify the essence and process of value cocreation according to the service-dominant logic (Vargo & Lusch 2006). The value cocreation perspective is substantially different from the traditional value creation perspective in the following two respects. First, while in the value creation perspective the seller or firm is the initiator of value creation and value proposition, the value cocreation perspective considers both the buyer or consumer and the seller or firm to be value-creating actors (Vargo & Lusch 2006). Second, the value cocreation perspective focuses on the fact that value is cocreated through interaction between the seller and buyer, or company and consumer (Vargo & Lusch 2006). The purpose of this paper is to (1) analyze the case of ‘COOKPAD’, the top recipe site in Japan, as a platform for value cocreation, (2) consider the relationship between firms and consumers in the value cocreation process, and (3) draw some theoretical insights on value cocreation, open innovation, and service innovation. While tremendous progress has been made in these research fields, little is known about the ‘platform’ of value cocreation. This paper will focus specifically on the function of ‘platform’ in value cocreation. Case analysis of COOKPAD COOKPAD has following three theoretical features. First, COOKPAD is a service provider, which is thought to be more likely to cocreate value with consumers than goods manufacturing companies (Grönroos 2011). Second, it is an online service provider that operates in an environment where a higher number of consumers are likely to become involved in the value cocreation process. And thirdly, it is a leading-edge case that could provide new theoretical knowledge to the existing theories on value cocreation, open innovation, and service innovation. Overview COOKPAD Inc. was founded in 1997 by an entrepreneur Akimitsu Sano, and the Internet site called ‘COOKPAD’ became the most popular recipe site in Japan in a very short period. In accordance with the corporate mission of ‘making everyday cooking fun,’ it allows users to upload and search through original, user-created recipes. In July 2013, COOKPAD had more than 1.5 million registered recipes, a total of 20 million users, and over 1 million paid subscription users. Currently, it is being used by almost 80-90% of all Japanese women in their 20-30s (COOKPAD 2014). Combined with its mobile and smartphone services which can be used on the go and in stores, COOKPAD plays an influential role in the shopping decisions that consumers make in their everyday lives. Business Model COOKPAD has two revenue-generating businesses. One is a ‘premium service’ business aimed at consumers, and the second business is advertising aimed at food manufacturers (Uesaka 2009). COOKPAD users can search through a large database of recipes using search options such as ingredients, menu, and keywords. Free users can view the recipes, but for them the functionality of the service is more limited. ‘Premium service’ members (a paid service costing ¥294 per month) have access to value-added services such as ‘MY kitchen’ and ‘MY folder’. ‘MY kitchen’ allows a member to upload a recipe with a self-made photo of the food, check the traffic to the recipe, and browse the feedback to the recipe from other paying members. Paying members can also save their favorite recipes in ‘MY folder’, can register their favorite recipe-posting members, and search for new recipes posted by these members. The company’s advertising business offers corporate clients the option to display clickable ads and also runs recipe contests. Its advertising clients include food and beverage manufacturers, and the service aims at enhancing the awareness of client products and services and at enhancing consumer knowledge on how to use these products. More specifically, COOKPAD provides food companies with a virtual space or ‘platform’ to hold recipe contests and to promote their products by inviting users to create recipes for these products. COOKPAD’s cocreated value The value cocreation process of COOKPAD has two aspects. The first is in the relationship with consumers. Consumers upload their vaunted recipes to COOKPAD, and derive great satisfaction from providing other consumers with value by having these other consumers browse and use these recipes. A series of customer experiences (searching for recipes, cooking, uploading recipe) on COOKPAD results in customer satisfaction. The important point here is that consumers are actors who cocreate value in a multilateral and interactional fashion through browsing and uploading of each other’s recipes, while usual cookbooks produced by professionals create value in a unilateral fashion. Therefore, COOKPAD is an interactive platform that promotes value cocreation among consumers. The second aspect is in the relationship with food manufacturers. Usually, food manufacturers try to take in customers’ needs through group interviews and/or consumer surveys to develop more appealing products or services. However, although customer needs may be incorporated in the product development process, it is arguably the food manufacturer that creates value in the form of food products. Also, it is usually the manufacturers who propose recipes using their ingredients to consumers on their websites, and, in this case, they use the website as a one-way communication channel for their products. In contrast, COOKPAD plays not only the role of a platform where food manufacturers place Internet advertisements, but they can also ask consumers for ideas on how to use the ingredients in the form of ‘recipe contests’. In the case of COOKPAD the value-creating actors are not the food manufacturers that strategically promote the usage of the

모바일 메신저 서비스의 지각된 가치, 사용-확산 그리고 충성도 간의 관계에 대한 연구

조동혁(Dong-Hyuk Jo),박종우(Jong-Woo Park),전현재(Hyun-Jae Chun) 한국지능정보시스템학회 2011 한국지능정보시스템학회 학술대회논문집 Vol.2011 No.12

스마트폰의 대중화와 함께 모바일 메신저 서비스는 모바일 시장의 중요한 키워드로 부상하고 있다. 갈수록 경쟁이 심화되고 있는 모바일 메신저 시장에서 고객 충성도 제고는 기업 비즈니스 생존을 위한 열쇠이자, 기업 마케팅 전략의 목표 일 것이다. 이에 본 연구는 모바일 메신저 서비스 수용 후 발생되는 지각된 고객가치, 사용-확산 그리고 충성도간에 어떠한 영향을 미치는지를 알아보고, 연구 결과를 통해 모바일 메신저 서비스 고객 확보 및 충성도 제고를 위한 시사점을 제공하고자 하는 것이 연구의 주목적이라 할 수 있다. 연구결과, 지각된 가치는 서비스 사용량에 영향을 미친다는 결과가 나타났다. 또한 사용량은 지속적 사용의도와 타인 추천의도에 영향을 미치며, 사용 다양성은 타인 추천의도에 영향을 미치는 것으로 나타났다. 한편, 지각된 가치는 지속적 사용의도와 타인 추천의도에 영향을 미치며, 브랜드 전환의도의 경우 사회적 가치 요인만이 브랜드 전환의도에 영향을 미치는 것으로 나타났다. 연구결과에 따른 시사점으로 서비스 제공자는 모바일 메신저 서비스 사용을 확산시키고 지속적인 사용을 촉진하기 위하여 첫째, 사용자들의 서비스 사용과 연결된 지각된 가치에 대한 인식을 고취시킬 필요가 있으며, 둘째, 서비스의 충성도에 영향을 미치는 사용-확산 패턴이 다름을 인식하고, 충성도를 제고 할 수 있는 사용자의 사용-확산 전략을 수립 할 필요성이 있다. 마지막으로, 사용자가 경쟁적인 대안에서 충족시킬 수 있는 고객가치 요인이 무엇인지 분석하여 고객 충성도를 높이고 관계를 지속해나갈 수 있는 방법을 모색해야 할 것이다. Mobile instant messaging service is surfacing to an important keyword in the mobile market together with popularization of Smart phones. Mobile instant messaging service in Korea has become popular to the degree of 87.9% usages from total Smartphone holders, and it is expected that using populations will be more enlarged afterwards if considering a fact that its populations of Smartphone is continuously being increased after exceeding 10 million persons (Trend Monitor, June 2011). In the instant messaging market where competitions have been deepened day by day, raising customer‟s royalties will be the key for company‟s business survivals and goals of corporate marketing strategies. It could be said that understanding on which factors affect to customer retentions and royalties is very important. Specially, as changing status is being progressed very quickly in case of innovative mobile services like the instant messaging service, research necessities on how many do consumers use the services after accepting them, how much do consumers use them variously, and whether does it connect to long-term relations have been increased, but studies on such matters are in insufficient situations actually. Therefore, this study examined on which effects were affected to use-diffusion and loyalty factors from perceived customer vales‟ factors having been occurred after accepting the mobile instant messaging service, namely „functional value,‟ „monetary value,‟ „emotional value,‟ and „social value‟. Also, the study looked into what kind of roles do the service usage and using variety play to service‟s continued using intents as a loyalty index, recommending intents to others, and brand switching intents. And then the study laid the main purpose in trying to provide implications for enhancing customer securities and royalties on the mobile instant messaging service through research‟s results. The research hypotheses are as follows; H1. Perceived values will affect influences to royalties. H2. Use-Diffusion will affect influences to loyalty. H3. Perceived value will affect influences to loyalty. H4. The use-diffusion will play intermediating roles between perceived values and loyalty. Total 276 cases among collected 284 ones were used for the statistical analysis by SPSS ver. 15 package. Reliability, Factor analysis, regression were done. As the result of research, „monetary value‟ and „emotional value‟ affected to „usage‟ among perceived value factors, and „emotional value‟ was appeared as affecting the largest influence. Besides, the usage affected to constant-using intents and recommending intents to others, and using varieties were displayed as affecting to recommending intents to others. On the other hand, „Using‟ and „Using diversity‟ were appeared as not affecting to „brand switching intentions‟. Meanwhile, as the result of recognizing about effects of perceived values on the loyalty, it was appeared such like „continued using intents‟ affected to „functional value,‟ „monetary value,‟ and „social value‟ first, and also „monetary value,‟ „emotional value,‟ and „social value‟ affected to „recommending intents to others.‟ On the other hand, it was shown such like only „social value‟ affected influences to „brand switching intents,‟ and thus contrary results with the factor „constant-using intents‟ were displayed. So, it seems that there are many applications to service provides who are worrying about marketing strategies for making consumer retains (constant-using) and new consumer‟s inductions (brand-switching intents). Finally, as a result of looking into intermediating roles of the use-diffusion factor in relations between conceived values and royalties at hypothesis 4, „using‟ and „using diversity‟ were displayed as affecting significant influences all together. Regarding to research result‟s implications, for expanding and promoting continued uses of the mobile instant mess

라스트마일 딜리버리 서비스의 지각된가치가 쇼핑몰충성도에 미치는 영향

강선(Sun Kang),현병환(Byung Hwan Hyun) 대한경영학회 2021 大韓經營學會誌 Vol.34 No.10

본 연구는 라스트마일 딜리버리 서비스에 대한 소비자의 여러 지각된가치들 중 어떤 지각된가치가 얼마만큼 온라인 쇼핑몰충성도에 영향을 미치는지 연구하고자 하였다. 따라서 국내 라스트마일 딜리버리 서비스의 대표적인 성공 사례인 쿠팡의 로켓배송서비스에 초점을 맞추어, 로켓배송서비스를 6개월 이내에 1회 이상 이용한 소비자를 대상으로 로켓배송서비스를 이용하면서 지각한 경제적가치, 품질적가치, 감성적가치가 로켓배송만족도와 쇼핑몰충성도에 미치는 영향을 연구하였다. 연구결과 로켓배송의 감성적가치는 로켓배송만족도와 쇼핑몰충성도에 각각 직접적으로 가장 큰 유의한 영향을 미치고, 다음으로 경제적가치, 품질적가치 순으로 각각 유의한 영향을 미치는 것으로 나타났다. 쇼핑몰충성도의 총효과 분석 결과에서도 같은 결과가 나왔으며, 로켓배송에 대한 감성적가치가 다른 지각된가치의 3배 이상 충성도에 영향을 미치는 것으로 나타났다. 이것은 소비자가 로켓배송서비스를 좋아하고 이를 사용할 때 편안하고 즐거운 감정과 좋은 기분을 많이 지각한다고 추론할 수 있다. 따라서 감성적가치가 쇼핑몰충성도에 미치는 영향에 대하여 더 깊이 연구하고자 배송경제성, 반품처리성, 신속정확성의 배송서비스 품질의 조절 효과를 분석하였다. 연구결과 반품처리성의 조절효과가 가장 컸으며, 다음으로 신속정확성, 배송경제성 순으로 조절효과가 있는 것으로 분석되었다. 배송서비스 품질이 좋아질수록 감성적가치가 쇼핑몰충성도에 미치는 영향이 커지는 것으로 분석되며, 배송서비스 품질 중 반품처리성이 미치는 조절 영향력이 가장 큰 것으로 나타났다. 물류 및 배송서비스에 대한 소비자의 지각된가치가 충성도에 미치는 영향에서 다차원적인 지각된 가치를 적용한 연구가 거의 없는 상황이다. 본 연구에서는 라스트마일 딜리버리 서비스를 이용하는 소비자의 지각된가치를 쾌락적 요소 및 실용적가치를 모두 포함한 경제적가치, 품질적가치, 감성적가치의 다차원적인 가치를 적용하여 배송만족과 쇼핑몰충성도에 미치는 영향을 연구하여 제시하였다. 또한, 라스트마일 딜리버리 서비스 품질인 배송경제성, 신속정확성, 반품처리성의 조절에 따라 감성적가치가 쇼핑몰충성도에 미치는 영향도 추가 연구하였다. 연구결과에서 중요한 실무적 시사점은 라스트마일 딜리버리 서비스가 고객에게 감동을 주고 있으며, 이런 감동의 조절효과로 배송서비스 품질 중 반품처리성, 배송경제성, 신속정확성 순으로 영향을 준다는 것이다. 라스트마일 딜리버리 서비스를 제공하는 유통기업들은 이런 연구결과를 활용하여 배송에 있어서 차별화된 마케팅 전략을 적용할 수 있다. The purpose of this research is to study the effect of consumers’ perceived value of the last mile delivery service on the corresponding satisfaction and the effect on the loyalty closely related to the profits of the company. Therefore, focusing on Coupang’s Rocket-delivery service, a representative success case of the last-mile service in Korea, this research has tried to find out the effect of the perceived emotional value, economic value, and quality value on Rocket-delivery satisfaction and the shopping mall loyalty. This study shows that the emotional value of Rocket-delivery has the greatest significant effect on Rocket-delivery satisfaction, followed by economic value and quality value. This study also shows that the emotional value of Rocket-delivery has the most significant impact on Coupang shopping mall loyalty, followed by quality value directly. As a result of analyzing the total effect of variables on Coupang shopping mall loyalty, it shows that the emotional value of Rocket-delivery has the greatest influence. It can be inferred that using the Rocket-delivery service makes you feel good and a lot of pleasant emotions. Therefore, in order to study the effect of emotional value on shopping mall loyalty in more depth, the moderating effect of Rocket-delivery service quality was analyzed. As a result of the study, the moderating effect of the return-handling property is the most significant, followed by the delivery-economy and the quick-accuracy. There are few studies on the effect of consumers’ multidimensional perceived value of logistics and delivery services on their loyalty. This study shows the effect of multidimensional perceived values on customer satisfaction and shopping mall loyalty by applying emotional value, economic value, and quality value including both hedonistic and practical values to the perceived value of consumers using the last mile delivery service. In addition, this study presents the moderating effect of delivery-economics, quick-accuracy, and return-handling which are quality factors of delivery service on the emotional value of the delivery service which has the most influence on loyalty. An important practical implication from the research results is that the last mile delivery service impresses customers, and the moderating effect of the quality of delivery services in the order of the return-handling, the delivery-economy, and the quick-accuracy affects this emotion. The point is that distribution companies that provide last-mile delivery services can apply differentiated marketing strategies for delivery by using these research results.