消費者의 欲求에 부응하는 生命保險商品 開發方案

杜政玩(Doo Jeong Wan) 전북대학교 산업경제연구소 1989 전북대학교 산업경제연구소 논문집 Vol.19 No.-

어청도 인터넷 마케팅 추진전략

두정완 ( Jeong Wan Doo ) 한국도서(섬)학회 2008 韓國島嶼硏究 Vol.20 No.2

도서지역 농산물 유통구조의 합리화 방안 - 경남 욕지도 고구마를 중심으로 -

두정완 ( Doo¸ Jeong-wan ) 한국도서(섬)학회 2020 韓國島嶼硏究 Vol.32 No.4

본 연구는 우리나라 도서(섬)지역에서 생산한 농산물 유통구조를 경남 욕지도의 고구마를 중심으로 고찰하였다. 대내·외적 환경변화를 바탕으로 농산물 유통경로상의 문제점을 2차 자료, 정성조사 및 SWOT방법으로 분석하여 농산물 유통체계의 합리적 개선방안을 모색하였다. 욕지도산 고구마를 포함한 도서지역 농산물 유통구조의 효과적인 개선 방안은 다음과 같이 정리될 수 있다. 생산측면에서 다품종 소량생산으로 인한 재배구조의 한계와 많은 노동력 투입에 의한 생산비 증가 등으로 안정적인 생산기반 조성이 부족하여 도서지역 농산물의 산지 생산조직의 활성화가 필요하다. 농촌 환경 보존과 국민건강에 대한 의식교육과 영농 기술 지도를 지속적으로 실시하여 안전하고 질 좋은 농산물을 생산하여 소비자에게 공급할 수 있도록 유도하여야 한다. 지역 농협의 역할 강화로 지역 내 농산물의 산지 수집기구로서의 역할 수행이 필요하다. 농가 경작자는 연로하나 기계화 율이 낮아 보다 안정적인 재배환경의 조성이 요구된다. 유통단계에서 도서지역에 입지한 농협이 적극적으로 농산물 판매장을 늘리고 농협 중심의 명품 브랜드화가 필요하다. 도서지역 농산물의 지속적인 생산 확대를 위해서 농산물 가공사업의 발전과 가공 상품 개발이 필요하다. 도서지역 농산물에 대한 유통비용 절감을 위해서 도서지역 농업단체에 정부자금을 지원하여 ‘농산물 공동물류센터’를 설치· 운영토록 함으로써 물량 배송을 대도시 개별 매장으로 일괄 운송하여 소비자에게 보다 저렴한 가격으로 농산물을 공급 받을 수 있도록 지원한다. 누구나 쉽게 접근할 수 있도록 ‘도서지역 농산물 정보센터’를 개설하여 이곳에서 모든 정보를 획득할 수 있고 전자상거래가 가능하도록 정보체계를 구축하는 것이 필요하다. 소비자의 신뢰확보를 위해서 생산과정을 지도·점검하는 생산이력관리 및 사후관리와 인증제도의 관리 철저, 정부 주도로 매년 도서지역 농산물 품평회 및 특판 행사를 실시하여 우수친환경 농산물을 선발 시상하는 등 농산물 홍보 및 판촉활동에 지속적인 지원을 할 필요가 있다. 농산물 유통구조에 대한 생산자와 유통업자의 자발적인 개선의지와 정부와 지방자치단체의 지원 등을 통한 변화가 필요하며, 이들의 공통된 노력을 통해 도서지역 농산물 유통의 합리화는 달성될 수 있다. This study examined the distribution structure of agricultural products produced in the islands of Korea, focusing on sweet potatoes on Yokjido, Gyeongnam. Based on changes in the internal and external environment, problems in the distribution channels of agricultural products were analyzed through secondary data, qualitative survey, and the SWOT method, a rational improvement plan for agricultural products distribution system was hence sought. In terms of production, it is necessary to revitalize the production organization of agricultural products on islands. Consciousness education for rural environment conservation public health, and farming technology guidance should be continuously conducted to induce safe and high-quality agricultural products to be produced and supplied to consumers. With the strengthening of the role of local agricultural cooperatives, it is necessary to play a role as an organization for collecting local agricultural products. Farmers grow older, but the mechanization rate is low, so a more stable cultivation environment is required. In the distribution stage, it is necessary for the agricultural cooperatives, located on islands, to actively increase their agricultural product sales sites, and to make niche luxury brands centered on the agricultural cooperatives. In order to continuously expand the production of agricultural products on islands, it is necessary to develop agricultural processing businesses and in turn processed products. In order to reduce the distribution costs for agricultural products on islands, government funding is provided to agricultural organizations on islands to establish and operate a 'joint agricultural products distribution center'. It is necessary to establish an information system so that all data can be obtained and e-commerce is possible by opening an 'island agricultural product information center' so that anyone can easily access it. In order to secure consumer confidence, it is necessary to provide continuous support for production history management, follow-up administration, and certification system management, as well as enhance the publicity and promotion of agricultural products. Changes are required through the voluntary will of producers and distributors to improve the distribution structure of agricultural products alongside support from the government and local governments. Rationalization of agricultural product distribution structure on islands can be achieved through their common efforts.

知覺된 서비스 品質에 관한 考察

杜政玩(Doo Jeong Wan) 전북대학교 산업경제연구소 1994 전북대학교 산업경제연구소 논문집 Vol.24·25 No.-

소비자의 친환경 제품 평가에 특징 중심성의 영향: 혜택 유형과 회사 의도의 조절 효과

두정완(Doo, Jeong-Wan) 한국경영교육학회 2021 경영교육연구 Vol.36 No.1

[연구목적] 본 연구는 친환경 제품에 대한 인식에 어떤 요인이 영향을 미치는지 밝히고자 하였다. 이를 위하여 친환경 특성의 중심성에 초점을 맞추고 제품의 전반적인 친환경성 평가에 혜택 유형과 회사 의도의 조절 효과를 검토하였다. [연구방법] 특징 중심성에 따른 소비자의 평가와 관련한 연구가설의 검증을 위하여 총 네 번의 실험이 이루어졌다. 실험1에서는 아기용 샴푸와 자동차용 샴푸를 실험제품으로 선정하여 총 183명의 피 실험자가 실험에 참가하였다. 실험2에서 4까지도 연구목적에 부합하는 적정 실험설계가 이루어졌다. 연구가설의 검증을 위해 t-test와 ANOVA가 적용되었다. [연구결과] 제품의 중심적 특징이 친환경적인 것으로 인지될 때가 주변적 특징이 친환경적인 것으로 인지될 때 보다 제품에 대한 선호도는 낮아졌다. 중심성이 낮아질 경우 제품에 대한 선호도는 높아졌고, 자기 관점보다는 타인관점의 선호도가 더 높았다. 제품의 강함 정보가 없는 경우보다 있는 경우가 제품에 대한 선호도는 더 높았다. 의도된 친환경 향상의 경우 회사가 제품 품질 향상 이외의 다른 요소로 더 많은 자원을 돌린 것으로 추론하는 경향이 있었다. 혜택이 제품과 분리될 때 소비자들은 회사가 제품 품질 이외의 다른 요소로 자원을 돌린 것으로 더 이상 추론하지 않았다. [연구의 시사점] 지금까지 소비자들이 친환경 제품을 평가할 때 특징 중심성(feature centrality)의 영향을 타진한 연구는 거의 없다. 이에 본 연구는 소비자가 인지하는 친환경 제품에 대한 특징 중심성이 제품 평가에 어떻게 영향을 미치는지와 친환경 제품으로부터 소비자가 추구하는 혜택의 유형에 따른 소비자의 평가를 연구하였다. 연구 결과에 의한 이론적․실무적 시사점을 제시하였다. [Purpose] This study aimed to find out what makes a product more or less environmentally friendly. To this end, we focused on the centrality of green characteristics, reviewed the mode of benefit and the moderating effect of firm intention in evaluating the overall greenness of products. [Methodology] A total of four experiments were conducted to verify the established research hypotheses. In Experiment 1, baby shampoo and car shampoo were selected as experimental products, and a total of 183 subjects participated in the experiment. Appropriate experimental designs were done from Experiments 2 to 4. To verify the research hypotheses, t-test and ANOVA were applied. [Findings] The preference for the product was lower when the central feature of the product was perceived as environmentally friendly than when the peripheral one was perceived as so. When the centrality is lowered, the preference for the product increases, and the preference for others is higher than that of the self-perspective. The preference for the product was higher in the case where there was no strong information about it. The intended green improvement tended to deduce that the company turned more resources into factors other than product quality improvement. When benefits were separated from products, consumers no longer reasoned that the company turned resources into factors other than product quality. [Implications] This study investigated how the feature centrality of green products perceived by consumers influences product evaluation and consumers’ evaluation according to the types of benefits consumers seek from green products. Theoretical and practical implications based on the research results were presented.

지역경제 활성화를 위한 장소마케팅 전략 탐구 -여수시 초도,손죽도를 중심으로-

두정완 ( Jeong Wan Doo ) 한국도서(섬)학회 2010 韓國島嶼硏究 Vol.22 No.4

Place marketing is a comprehensive, systematic regional development strategy. It pursues the growth of cultural economic and societal development by setting up visions and a goal for marketing. Based upon marketing techniques it also offers a place for origin products to relate with inhabitants, tourists and enterprises. This study explores the introduction strategy of place marketing for Chodo and Sonjukdo of Yeosu city, where place marketing has not yet been introduced, and tries to activate the economic situation for the regions after ascertaining the place assets. As to its results, the following managerial implications are suggested; firstly, a place marketing vision and goal based upon community identity is needed. Efforts to develop new place assets and its regional image, along with the branding of products and the act of story-telling marketing, will be required. Moreover, the continuous development of experiential tour products, high grading and differentiation of tour products and services beyond the tourists` expectation are needed in order to meet the tourists` satisfaction. It is necessary to enhance the quality of tour products by bench marking favorite tour sites for the tourists, and investing on invitation to develop tour infrastructure. Secondly, the partnership between a definite professional planner (public side) and a flexible, creative private side must be constructed for the success of place marketing. It is also recommended to construct a good communication system among the subjects and to make mutual information interchange possible. Moreover it is essential to have operational cooperation. Thirdly, as a means to introduce the regions and to sell the place assets, not only by advertising and publicity, but also through festival events, place preparation is required. Place preparation will involve cultural streets, special districts and also the utilization of a cyber homepage and media PPL. This will make it possible for place to be used as a communication channel for the making of recommended tour infrastructure measures . It is also necessary to introduce a regional mix as to propel place marketing jointly with neighboring regions. Also, utilizing the 2012 Yeosu World Expo will be useful in many ways as a means of getting opportunities to enhance the places` external recognition. These measures for regional development need be carried out by long term strategies rather than short-term. The measures are to be implemented step by step based on the cooperative system among local government, enterprises, inhabitants and private organizations. This would eventually result in the enhancement of regional external recognition and the activation of local economy.

Flow개념과 인터넷상의 소비자 구매의도와의 관계 및 Flow 유형에 따른 구매행동 차이 분석

두정완(Jeong Wan Doo) 한국경영학회 2003 經營學硏究 Vol.32 No.1

The Objective of this study is to delineate the relationship of some antecedents and Consequences of flow. The flow itself is the construct essential to understand consumers’ navigation behavior in online environment proposed by Hoffman & Novak(1996). The objective clarify the relationship between flow and consumers` buying intention over the internet. Also, in order to get some insights on the differences of consumer behavior by flow type(i.e., Flow, Boredom, Anxiety and Apathy), it was performed that the difference test of consumers` purchase item, information search and purchase activity by flow type which influenced by two factors: skill and challenge. We applied LISREL8, Crosstabulation, One-way ANOVA and MANOVA of SPSSwin7.5 to the responses from 244 internet users in various areas. According to the analysis results, the interactivity between the internet environment and web user was influenced by the perceived skill and challenge of user’s web use, the balance of high skill and perceived challenge lead to flow situation which make customers easier to visit an web site repeatedly over the internet. Then flow affects positively to the positive affection and use expectation over the internet, now the use expectation affects positively to the consumer’s buying intention over the internet environment. From the difference test of flow type by consumers’ demographical and web use level, there did not appear to be any significant difference be demographics but revealed significant differences by respondents’ web use level(that is, web use time per week and web use career.) It revealed significant differences in purchase item and information search for purchasing by flow type, it was not revealed any significance for purchase activity of goods contrary to our expectation.

정보화 마을의 운영현황과 합리화 방안 -경상남도 거제도를 중심으로-

두정완 ( Jeong Wan Doo ) 한국도서학회 2012 韓國島嶼硏究 Vol.24 No.4

This study explored some issues concerning the informationized villages of Geojedo, located in the southern ends of Korean peninsula. Field interview with managers and inhabitants along with literature study was conducted. Also a swot analysis was done to extract strategic directions and to acquire some clues related to informationized villages. The main problems of Geojedo informationized villages are as follows; low participation of inhabitants, lack of publicity, slow adaptation to change in information technology, difficulties in propelling collaborative brands, no additional development of experience goods, no manual, slow feedback to customers, low quality certification and lack of service oriented minds, and constraints in regional developments, etc. In order to rationalize the operating of the villages, the study proposes some management suggestions. Keep close cooperation with the central and local infomationized villages` councils. Build trust between administrative offices and villages, Offer direct benefits to the village inhabitants, and acknowledge them the necessity of information technology. Induce experience programs to the inhabitants and introduce incentive systems to successful villages. Teach inhabitants according to their informationized level and add representatives of self-generative groups to operating committees. In terms of product and service management, branding special products and propelling collaborative brands among the villages are recommended. Also, additional development of experienced goods, package size diversification, quality assurance brands, feedback to experience customers and manuals are necessary. Last of all, in terms of promotion, positive publicity along with social network service and mobile marketing should be developed. Also, unification of inhabitants and confrontation on the regulation regarding development restraint is necessary, especially for the Eogu village.

The Effects of Country-of-Origin Image, Ethnocentrism and Subjective Norm on Consumers’ Evaluation of Foreign Products

Doo, Jeong-Wan(두정완) 대한경영학회 2008 大韓經營學會誌 Vol.21 No.5

Factors Influencing User Satisfaction with Marketing Decision Support Systems

Doo, Jeong-Wan(두정완) 대한경영학회 1997 大韓經營學會誌 Vol.16 No.-