나의 예술세계

노원희 민족미학회 2011 민족미학 Vol.10 No.1

자동차 복수 유통채널에서 기회주의적 행동에 대한 연구

노원희 한국유통학회 2015 한국유통학회 학술대회 발표논문집 Vol.2015 No.11

The Influence of Brand Origin, Ad Model Nationality and Advertising Appeal on Advertising Effectiveness: Advertisement of Mobile Phones in China

노원희,연수진,오단,송영욱 경남대학교 산업경영연구소 2015 지역산업연구 Vol.38 No.2

Chinese mobile phone industry has experienced a rapid growth since its first appearance in the late 1980s. The number of users has exceeded 1 billion since 2012 and this accounts for more than 16.4% of the mobile phone users worldwide. Currently, over 50 mobile phone brands are severely competing in China. In such a competitive market, advertising can be one of the most essential marketing strategies for a firm to differentiate itself from the competitors. This research focuses on the advertising strategy in mobile phone industry and aims to empirically test the influence of the advertising model’s nationality, brand origin, and advertising appeal on advertising effectiveness. More specifically, this delves into the effectiveness of the advertising model’s nationality (foreign nationals vs. local advertising model), brand origin (foreign brand vs. local brand), and advertising appeal (affective appeal vs. rational appeal) on advertising attitude, brand attitude, and purchase intention. The study tested 320 Chinese university students who were asked to compare two brands (Samsung for foreign brand vs. Renovo for local brand) appeared in advertisements (8 different types). The result shows that Chinese respondents prefer Korean brand and Korean models over Chinese brand and models. Two interaction effects (ad model’s nationality X advertising appeal on brand attitude; brand origin X advertising appeal on purchase intention) were found.

프랜차이즈 가맹점의 경쟁력 강화 방안에 대한 사례분석연구

노원희 한국유통학회 2013 한국유통학회 학술대회 발표논문집 Vol.2013 No.5

판매원의 영업철학이 고객만족과 충성도에 미치는 영향

노원희,정연승 한국유통학회 2017 한국유통학회 학술대회 발표논문집 Vol.2017 No.10

유통업체의 영향전략이 소매업체의 기회주의 성향에 미치는 영향

노원희(Won Hee Noh),오세조(Se Jo Oh) 한국마케팅학회 2010 마케팅연구 Vol.25 No.2

1980년대부터 연구자들은 유통경로 구성원들의 기회주의 성향을 효과적으로 통제하는 데 많은 관심을 보여 왔으며, 최근에는 유통업체와 협력업체 간 협력적 상생관계에 대한 관심이 높아지면서 관계의 질 구축을 위해 기회주의 통제에 대한 연구가 많이 이루어지고 있다. 하지만 유통경로 구성원에 대한 힘의 행사방식인 영향전략과 기회주의와의 관계연구는 여전히 부족한 실정이다. 특히 2000년대에 들어와서는 영향전략의 행사기업과 대상기업이 처한 상황에 따른 효과성 연구가 많이 이루어져왔는데, 파트너 간 관계구축의 정도에 따라 영향전략이 기회주의 성향의 통제에 가지는 효과성 연구는 거의 전무하다. 본 연구는 유통경로 구성원 간 관계가 동적이고 진화하는 발전적인 관계라고 보고, 파트너 간 신뢰 구축 정도에 따라 어떠한 영향전략을 사용할 때 대상기업의 기회주의 성향을 효과적으로 통제할 수 있는지를 살펴보았다. 국내 유통업체와 거래하는 협력업체 621개의 표본을 대상으로 구조방정식 모형을 실시한 결과 권고와 요청은 대상기업의 기회주의 성향을 약화시켰고, 약속과 위협은 강화시켰으며, 정보교환과 법적탄원은 아무런 영향을 미치지 않았다. 한편 신뢰구축 정도에 따른 분석결과 권고는 신뢰가 구축된 경우에 기회주의 성향을 더 약화시켰고, 약속은 신뢰가 덜 구축된 경우에 기회주의 성향을 덜 강화시켰다. Managing opportunism has been a topic of increased interest to marketing channel scholars since the 1980s. Opportunism occurs when a channel firm engages in guileful behavior, such as lying, stealing, and cheating, therefore controlling opportunism is very important to build `Win-Win` partnership between buyers and sellers, regarded as a key success factor by many companies. Much attention has been directed at the role of alternative means of communication, or influence strategies, however, little is known about the effectiveness of influence strategies to hedge the partner`s opportunistic behavior from either an empirical or theoretical standpoint. Studies in 1980`s and 1990`s mainly had a concern in definition and effective use of influence strategies, and especially, studies on influence strategies in 2000`s were interested in their using conditions, such as power asymmetry, interdependence, and buying situation. However, studies dealing with influence strategies have had a tendency ignoring the relationship development process, such as trust or commitment. Hence, our research try to investigate the moderating role of trust in understanding complex mechanism influence strategies have. In short, the purpose of this article is tow-fold. First, we propose that six influence strategies, such as information exchange, recommendation, request, promise, threat, and legalistic plea have different effects on opportunism, and we test this proposal empirically. Second we examine the moderating role of trust on their efficacy. We posit that the moderating role of trust might explain the previously observed varying effects of identical influence strategies on partner opportunism. We contribute to the literature in three key ways. First, we attempt to explain how similar influence strategies may have different effects upon a key outcome variable-opportunism-thereby hoping to reconcile contradictory findings in the literature. Second, we hope to add to the growing body of literature that shows how trust can moderate key construct linkage in marketing channels. Finally, previous research has focused on structural mechanism for managing opportunism, but we study the process of managing opportunism through the use of influence strategies. Hence, we seek to expand the tool for limiting opportunistic behavior from structural means to also include process mechanisms. A total of 12 hypotheses were established through prior studies dealing with relationship marketing theory and influence strategy theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of 25 retailers from 5 retailer formats, such as department store, discount store, convenience store, TV home-shopping and internet shopping mall. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. During the one month period of September 2008, we were able to collect data from 621 suppliers. The respondent were restricted to direct dealing authorities and manager with at least three months of dealing experience with retailers. Structural Equation Modeling on the basis of the results of survey were done to analyze. As a result, six among twelve hypotheses were supported. The analysis result indicated that recommendation and request had negative effects on opportunism. And promise, threat had positive effects on it. However, information exchange and legalistic plea had no significant effect on it. In addition, in high trust between partners strengthened the negative effect of recommendation on opportunism, and in low trust weakened the positive effects of threat on it. However, promise had contrary effect on it, and request, information exchange and legalistic plea had no significant effect on it. The results support our basic thesis that the use of influence strategies have effect on managing opportunism and should be viewed in light of marketing channel`s relationa

갈등해결전략이 관계학습과 성과에 미치는 영향

노원희(Wonhee Noh),송영욱(Youngwook Song) 한국유통학회 2012 流通硏究 Vol.17 No.3

갈등에 대한 다양한 연구가 이루어졌음에도 불구하고, 갈등해결을 통한 관계학습의 관점에서 조직적(interorganizational)으로 접근한 연구는 매우 부족한 실정이다. 본 연구에서는 갈등해결 매커니즘을 통해, 유통경로 구성원들이 어떻게 관계학습을 구축할 수 있는지, 그리고 이것들이 경로관계의 성과에 어떠한 영향을 미치는지 살펴보고 있다. 이와 같은 목적으로 국내 유통업체의 협력업체 영업담당자 490명을 대상으로 설문조사를 실시한 결과, 갈등해결에 있어 협력행동은 관계학습의 세 가지 과정인 정보공유, 공동이해와 해석, 관계특유기억 모두를 강화한 반면, 회피행동은 정보공유만 약화시키는 것으로 나타났다. 공동이해와 해석, 관계특유기억은 유통경로의 성과인 효과성과 효율성을 강화시킨 반면, 정보공유는 성과에 영향을 미치지 않았다. Early conflict research in channel and organization area have focused on the definition of conflict construct, its cause, consequence and identified conflict resolution management. Recent studies about conflict, however, have explored new assumption of complexity, a multidimensional conflict construct, contextual conflict management strategies, positive and negative conflict/consequence, and the conflict resolution strategy. Although many literatures exists on channel conflict resolution, little research has been done about relationship learning and performance from conflict resolution perspective. This study explores how channel members can achieve a relationship learning, as a conflict resolution mechanism, which enhance co-created value in marketing channel relationship. Therefore we propose that conflict resolution strategies(collaborating behavior and avoiding behavior) influence channel performance(effectiveness and efficiency) through relationship learning processes(learning via information exchange, joint interpretation and coordination, relationship-specific knowledge memory), in view of buyer-seller relationship. The research model is shown at 〈figure 1〉. A total of twelve hypotheses were established through prior studies dealing with conflict and relationship marketing theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of 24 retailers from 5 retailer formats, such as department store, discount store, convenience store, TV home-shopping and internet shopping mall. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. During the one month period of June 2009, we were able to collect data form 490 suppliers. The respondent were restricted to direct dealing authorities and manager with at least three months of dealing experience with retailers. Structural equation modeling on the basis of the results of survey were done to analyze. As a result, eight among twelve hypotheses were supported. The analysis result indicated that collaborating behavior had positive effect on three forms of relationship learning, but avoiding behavior has negative effect on only information exchange. Joint interpretation and coordination, relationship-specific knowledge memory had positive effect on relationship performances, but information exchange had no effect on performances. The results support our basic thesis that the use of conflict resolution strategies have different effect on developing relationship learning, which leads to channel performances. In particular, collaborating behavior is positively related to relationship learning, and avoidance behavior is negatively related to information exchange. Relationship learning is partially contributed to channel performance.

갈등해결에 있어 협동행동과 회피행동이 관계학습과 성과에 미치는 영향에 대한 연구

노원희 ( Won Hee Noh ) 한국유통물류정책학회 2014 유통물류연구 Vol.1 No.1

갈등에 대한 다양한 연구가 이루어졌음에도 불구하고, 갈등해결을 통한 관계학습의 관점에서 조직적(interorganizational)으로 접근한 연구는 매우 부족한 실정이다. 본 연구에서는 갈등해결 매커니즘을 통해, 유통경로 구성원들이 어떻게 관계학습을 구축할 수 있는지, 그리고 이것들이 경로관계의 성과에 어떠한 영향을 미치는지 살펴보고 있다. 이와 같은 목적으로 국내 유통업체의 협력업체 영업담당자 490명을 대상으로 설문조사를 실시한 결과, 갈등해결에 있어 협력행동은 관계학습의 세 가지 과정인 정보공유, 공동이해와 해석, 관계특유기억 모두를 강화한 반면, 회피행동은 정보공유만 약화시키는 것으로 나타났다. 공동이해와 해석, 관계특유기억은 유통경로의 성과인 효과성과 효율성을 강화시킨 반면, 정보공유는 성과에 영향을 미치지 않았다. This study explores how channel members can achieve a relationship learning, as a conflict resolution mechanism, which enhance co-created value in marketing channel relationship. Therefore we propose that conflict resolution strategies(collaborating behavior and avoiding behavior) influence channel performance(effectiveness and efficiency) through relationship learning processes(learning via information exchange, joint interpretation and coordination, relationship-specific knowledge memory), in view of buyer-seller relationship. A total of twelve hypotheses were established through prior studies dealing with conflict and relationship marketing theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of 24 retailers from 5 retailer formats, such as department store, discount store, convenience store, TV home-shopping and internet shopping mall. Structural equation modeling on the basis of the results of survey were done to analyze. As a result, eight among twelve hypotheses were supported. The analysis result indicated that collaborating behavior had positive effect on three forms of relationship learning, but avoiding behavior has negative effect on only information exchange. Joint interpretation and coordination, relationship-specific knowledge memory had positive effect on relationship performances, but information exchange had no effect on performances.

중국 소비자의 소비가치가 건강기능식품에 대한 태도와 구매의도에 미치는 영향

노원희 ( Won Hee Noh ),안승호 ( Seung Ho Ahn ),양링링 ( Ling Ling Yang ),송영욱 ( Young Wook Song ) 한중사회과학학회 2012 한중사회과학연구 Vol.10 No.2

The purpose of this study is to analyze the factors which affect attitudes and purchase intention of healthy functional food. First, this study examined various consumption value variables(functional value, social value, emotional value, epistemic value, conditional value). Second, this paper is aiming to test whether the WOM plays as a moderating role by consumers when purchasing healthy functional food that affects the consumers purchase intention rate. The research used the measurement instruments validated by previous researchers. Data were collected through a questionnaire survey and the respondents were Chinese consumers who living in Beijing and Shanghai in China. A total of 236 responses were collected using on-site survey. For the data analysis, the SPSS 12.0 for Windows program and AMOS 6.0 program were used and various statistical techniques were applied, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, path analysis, and χ²-test. The results of this study can be summarized as follows: First, functional value, emotional value, conditional value have a positive effect on consumers` attitude towards heathy functional food. However, on the other hand, social value and epistemic value have a negative effect on attitude towards heathy functional food. Second, the consumers` attitude towards the heathy functional food showed a positive influence on the purchase intention. Third, the WOM has played a significant moderating role between consumers` attitude towards heathy functional food and purchase intention. Finally, the results of this research can provide significant implications for various factors about heathy functional food of Chinese consumers for health food industry.

The Influence of Cultural Values on Marketing Ethical Norms

Won-hee NOH(노원희),Su Jin Victoria YEON(연수진),Maria Maslyukova,Young Wook SONG(송영욱) 전북대학교 산업경제연구소 2013 아태경상저널 Vol.5 No.3

본 연구는 문화가치가 마케팅 윤리 규범에 미치는 영향에 관한 연구로, 한국과 러시아 비교를 중심으로 이루어졌다. Hofstede의 국가 간 문화 차이의 5가지 차원을 바탕으로 문화가치가 두 나라의 마케팅 윤리 규범에 미치는 영향과 주요한 차이점을 도출하였으며, 국내 기업의 러시아 진출 시 국가 간 문화 차이에 따라 좀 더 효과적이고 효율적인 전략을 수립하는데 시사점을 제공하고자 한다. 경영학을 전공하는 러시아와 한국의 대학생 각각 250명, 총 500명을 대상으로 설문조사가 이루어졌으며, 모든 설문지가 분석에 사용되었다. 분석결과를 살펴보면, 러시아 응답자들은 한국에 비해 높은 권력거리와 낮은 장기지향성을 보이는 것으로 나타났다. 한국의 응답자들은 가격과 유통, 정보와 계약, 상품과 촉진 등의 마케팅 윤리 규범과 관련해서 상대적으로 높은 엄격함을 가지고 있는 것으로 나타났다. 한국과 러시아 모두 불확실성 회피와 장기지향성이 마케팅 윤리 규범에 유의미한 정의 영향을 미쳤다. 반면 집단주의는 가격과 유통, 상품과 촉진 등의 마케팅 윤리 규범에 한국에서만 유의미한 영향이 나타났다. 권력거리는 마케팅 윤리 규범에 부정적인 영향을 미치는 것으로 나타났는데, 마케팅 윤리 규범의 차원에 따라 두 나라 간 차이가 나타났다. This study investigates the relationship between cultural values and marketing ethical norms in Russia and South Korea. Hofstede’s national culture dimensions were employed to predict the cultural differences and to determine important insights into the relationship between cultural values and marketing ethics. Differences in the interpretation of the marketing ethical norms are expected to appear due to differences in cultural values between the two countries. Russia has higher level of power distance and lower level of long-term orientation compared to Korea. According to the results, Korean respondents has much stricter marketing ethics than Russian respondents, especially with the issues relating to price and distribution, information and contract, product and promotion. The findings indicated that the positive influence of collectivism on the levels of marketing ethical norms was visible solely in Korea. Uncertainty avoidance and long-term orientation had positive influence on the level of marketing ethics for both countries. It revealed that the relationship between masculinity and marketing ethical norms was not significant for both countries. Power distance negatively influences the level of marketing ethical norms for both countries. Such frameworks should provide guidelines in designing more effective and efficient strategies of international marketing and management, and for identifying differences in the perception of ethical norms across nations.