사회신뢰와 국가의 부 창출과정

박상준 ( Sang June Park ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

사회신뢰는 거래비용을 줄이고 집단적 문제를 해결하는데 도움을 줌으로써 협력에 긍정적 영향을 미치고, 궁극적으로는 국가의 경제적 성과를 증대시키는 것으로 알려져 있다. 사회자본의 핵심요소의 하나인 사회신뢰는 사회구성 원 간의 상호작용에 있어서 이러한 긍정적 역할로 인하여 다양한 학문분야에서 관심을 받아 왔다. 열심히 일하는 것에 대한 사회적 가치인식이 높으면 사회구성원들이 열심히 일하게 되고 이것이 국가의 부를 증대시키게 된다. 그러나 열심히 일하는 것에 대한 긍정적 가치인식이 사회신뢰에 미치는 영향에 대해서는 선행연구에서 관심이 부족했다. 본 연구에서는 열심히 일하는 것에 대한 긍정적 인식이 사회신뢰에 미치는 영향을 미치는지 분석하고 있다. 이 러한 연구목적을 위해 145개국 대상으로 조사된 세계가치조사 자료를 이용하여 열심히 일하는 것과 관련된 가치인 식과 사회신뢰간의 관계를 분석하였다. 사회신뢰는 대다수의 사람들을 신뢰할 수 있다고 생각하는지에 관한 질문을 이용하였고, 열심히 일하는 것에 대한 가치인식은 2가지 문항으로 측정되었다. 첫 번째 가치인식 변수는 "모든 것이 운명에 의해 결정되는 것이 아니고 자신의 노력에 결정된다."라는 문항으로 측정되었고, 두 번째 가치인식 변수는 "운과 배경보다는 열심히 일함으로써 생활이 나아진다."라는 문항으로 측정되었다. 분석결과, 열심히 일하는 것과 관 련된 가치인식은 사회신뢰에 긍정적으로 영향을 미치는 것으로 나타났다. Other-regarding preferences (ORPs) such as trust, reciprocity and altruism are integral elements in economic transactions between companies, between consumers and retailers, between employers and employees, and in determining economic performance. Especially, social trust has been given a great deal of attention across an array of academic disciplines for its role in promoting cooperation among individuals and groups and for its positive influence on the economic performance of corporations. The crucial role of social trust for decision-making and economic performance has been recognized for a long time. Social trust stands for the social structure of a country and enables the investigation of the relationship between social and economic development. For example, the trust game proposed by Berg et al. (1995) demonstrated that individuals are able to achieve a higher but uncertain payoff by trusting that the anonymous counterpart is willing to cooperate and reciprocate the trust placed. Most studies (including World Values Survey) describe Korea as a low-trust society than Japan or China, even though a few studies find the evidences that social trust in South Korea is no less than those in other east asian countries. The argument created serious concerns for Korean scholars. The literature showed that income inequality and corruption best explains why social trust in Korea is lower than other east asian countries. The term "social trust", which is generalized interpersonal trust, is distinguished from trust embedded in personal relations, or "particularized thick trust". The most widely used question on social trust in surveys is "In general, do you agree that most people can be trusted or that you can`t be too careful in dealing with other people?". The general social survey has asked this same question since in the US, and the World Values Surveys, and European Values Study has used the same question. Social development in the form of higher trust is supposed to be strongly related to economic development. In other words, social trust increases the wealth of nation because social trust has positive influence on economic performance of corporations. The wealth of nation can be considered as aggregation of individuals` wealths in a nation. Thus, one can interpret that social trust increases the wealth of nation if it increases each individual`s wealth. It is possible to accumulate wealth when each individual works hard and when individuals cooperate with each other (or when transaction costs is low) because social trust increases cooperation and it reduces transaction cost (and it helps solve collective action problems). Previous studies have focused on the role of social trust in increasing cooperation and in reducing transaction cost. However, few study focuses on the relationship between social trust and individuals` perception on hard work. The salient value similarity (SVS) model explains that social value influence social trust. Thus, this paper investigates if individuals` perception on hard work influences on social trust because individuals` perception related to hard work represents a social value. Used is the World Values Survey (WVS) data for 55,090 respondents (The number of male is 26,692 and that of female was 28,398.) from 155 nations (including Korea, USA, Spain, Chile, Norway, and so on.). The average age of the respondents was 41.9. The World Values Survey (WVS) is a global research project that explores people`s values and beliefs, how they change over time and what social and political impact they have. It is carried out by a worldwide network of social scientists who, since 1981, have conducted representative national surveys. The WVS is the only source of empirical data on attitudes covering a majority of the world`s population (nearly 90%). The social trust was measured by degree to which a respondent thinks that most people can be trusted. The perceptions on hard work were measured with 2 questions: The first one is that "Hard work does not generally bring success: it´s more a matter of luck and connections. - In the long run, hard work usually brings a better life.", and the second one is that "Everything is determined by fate. - People shape their fate themselves." To test the effects of the two perceptions on the social trust, this study used the GLM (Generalized Linear Model) in which the factors were gender, nation, income, marital status, and the covariates were the two perceptions and age. The results showed that the social trust is positively influenced by the perceptions (related to hard work). The respondents, who perceive that hard work usually brings a better life (or who perceive that hard work generally bring success: it is not a matter of luck and connections) and who perceive that people shape their fate themselves (or who perceive that everything is not determined by fate), showed higher social trust. This implies that the wealth of nation is affected directly and indirectly through social trust by individuals` perception on hard work. Additionally, this study found that the social trust is different by regional area, income class, and marital status. First, the countries in North Europe have higher social trust than those in the other regional areas (e.g., Asia, America, and Africa). Second, the high income classes have higher social trust than the lower income classes. Third, persons who are married have higher social trust than those who are divorced or separated.

해상풍력발전기 자동 고장진단을 위해 신경망을 이용한 실시간 모니터링 시스템 구현

박상준(Sang-June Park),강대성(Dae-Seong Kang) 한국정보기술학회 2012 한국정보기술학회논문지 Vol.10 No.7

The wind turbine as one of alternative energy sources was larger to ensure the economic profit. In addition, the expansion to offshore is necessary because of limitation of location requirement and noise problem in Korea. However, because of the increased mechanical and electrical capacity that components of a wind turbine withstand, the possibility of failure was increased and furthermore, additional costs can be caused by the secondary damage due to the limited access. In this paper, we suggest automatic fault diagnosis system based on CMS(Condition Monitoring System) using neural network and wavelet transform to ensure reliability. In this experiment, the stator current of doubly-fed induction generator was used as the input signal. The real-time signal analysis was made through wavelet transform. And then, the information of classified signal pattern is used to implement an automatic fault diagnosis system by using neural network algorithm.

요인분석의 응답순서효과

박상준 ( Sang June Park ),김은정 ( Eun Jeong Kim ) 한국소비자학회 2010 소비자학연구 Vol.21 No.4

지난 수 십 년 동안 많은 연구자들은 설문 응답의 타당도가 응답자가 응답하는 하는 과정 속에서 발생하는 인지 처리과정에 의해 영향 받게 된다는 사실을 실증분석을 통해 보여 왔다. 신념과 태도를 측정하는 설문문항에 대한 응답자의 반응이 사소한 질문형식 또는 질문에 사용된 단어 등에 영향 받게 된다는 것 또한 잘 알려져 있다. 특히 질문문항의 순서에 의해 응답자의 응답순서가 달라져 응답결과가 달라지는 것을 응답순서효과(response-order effect)라고 한다. 다차원-다항목으로 측정되는 설문문항을 바탕으로 수행되는 요인분석에서도 응답순서의 영향은 존재할 것으로 기대되지만, 선행연구에서는 요인분석의 질문형식에 대한 영향에 대해서는 별도의 분석은 이루어지지 않았다. 그럼에도 불구하고 많은 연구자들이 응답순서효과를 충분히 검토하지 않은 상태에서 개발된 다항목의 요인분석 설문문항을 이용하고 있다. 본 논문은 응답순서효과에 관련된 이론들을 살펴보고, 잠재변수(요인)를 도출함에 있어 그 효과를 분석하고 있다. During the past several decades, researchers have shown empirically that validity of survey reports is highly dependent on the cognitive processes that respondents use while answering survey questions. Context effects suggest that answers to survey questions can be affected by prior items, which may provide respondents with cognitive cues that are used to answer subsequent questions. Among the context effects of survey questions, response-order effects suggest that the order in which a response category appears will also affect its selection. Due to the previous studies, it is now well known that responses to questions measuring beliefs and attitudes may be significantly altered by apparently trivial changes in form and wording of questions or in the context in which they are asked. However, although much empirical researches have reported the effects of such changes in surveys, no study has focused on the response-order effects in factor analysis. This paper reviews previous studies and evaluates the effects in deriving latent variables (or factors) in factor analysis. Researches of the social sciences have commonly used a factor analysis in empirical studies to derive latent variables related to fundamental concept of consumer behavior, even though main purposes of researches may differ from each other. Factor analysis is not free from the response-order effects. Nevertheless, many researchers have performed a factor analysis, without considering the response-order effects, and have been using the questionnaire in which the response-order effects are not controlled. For example, some of previous studies apply factor analyses to the data obtained from the survey in which questions are presented in order of expected factor. This study compares the three forms of survey questionnaires that the response-order effects are expected to be different to each other. Subjects for this study were 188 university students in Korea. The selected service categories are family restaurant and fast food restaurant, and the selected measurement instrument is SERVQUAL that measures service quality with the 22 questions. Subjects were asked to evaluate the 22 questions of SERVQUAL that are presented as a form among the three forms of surveys (Category, Sequence, Random) for two service types (family restaurant and fast food restaurant). In the category form of surveys, the 22 questions were categorized into the 5 factors (reliability, assurance, tangibles, empathy, responsiveness) and they were presented sequentially in the order of the factors with the names of factors. In the sequence form of survey, the 22 questions were presented sequentially in the order of the factors without the names of factors. In the random form of survey, in contrast, the 22 questions were randomly presented. The correlations between the responses to questions (the items which are related to each factor) in the category condition were higher than those in the sequence condition, and those in the sequence condition were higher than those in the random condition. The results imply that researchers should be cautious of the response-order effects, and the random form of survey is the better than the sequence form of survey or the category form of survey to eliminate the response-order effects.

마케팅믹스에 기초한 마케팅 분류

박상준 ( Sang June Park ),변지연 ( Ji Yeon Byun ) 한국항공경영학회 2008 한국항공경영학회지 Vol.6 No.2

대중문화상품의 관계효용에 관한 연구

박상준 ( Sang June Park ),김현철 ( Hyun Chul Kim ),정재리 ( Jae Lee Chong ) 한국소비자학회 2003 소비자학연구 Vol.14 No.2

The Millennium is commonly called ‘The Century of Culture’. That is why there is a culture in the heart of the fields including politics, economics, sociology, education, etc., as well as it is an emerging value binding them. Therefore, each country concentrates on and raises cultural industry. The culture has been considered as a kind of commodity. Furthermore, the range of cultural commodity includes all kinds of culture. However, a little study has been done about characteristics of the cultural commodity and, why and how consumers consume a cultural commodity, even if we know importance of the cultural commodity. In this article, we tried to identify critical characteristics on the cultural product. The results are summarized as follows. First, the utility of a cultural product consists of product utility itself as well as relationship utility. Second, the extent to which consumers feel utility from the relationship depends on the type of partners. Third, the higher relationship commitment is, the more important the preference of partner is.

분할가격할인에 대한 가격민감도

박상준 ( Park Sang-june ),남상선 ( Nam Sang-seon ),이영란 ( Lee Yeong-ran ) 한국고객만족경영학회 2020 고객만족경영연구 Vol.22 No.1

기업들은 기본할인에 할인을 추가함으로써 소비자들에게 할인의 혜택을 높여주고자 하는 추가할인 전략을 통해 소비자의 구매를 유도하기 위해 분할가격할인 전략을 활용한다. 이에 본 연구에서는 분할가격할인수준을 기본할인과 추가할인으로 구분하고, 기본할인과 추가할인에 대한 가격민감도의 차이를 확인하고자 하였다. 또한, 구매의사결정에 주요한 영향을 미치는 성별에 따른 가격민감도의 차이를 실증분석을 통해 확인하였다. 즉, 본 연구는 분할가격할인수준(기본할인 vs. 추가할인)과 성별에 따른 가격민감도의 차이를 확인하는데 목적을 두고 있다. 이를 확인하기 위해서 가상의 시나리오를 통해 특정 제품을 구매하는 상황 하에서 제시된 분할가격할인수준별 구매의도를 설문조사를 통해 확인하였다. 구체적으로, 본 연구에서는 건강보조식품을 구매하려는 상황으로 시나리오를 제시하였으며, 20대~50대 이상의 직장인들을 대상으로 설문을 진행하였다. 이 때, 분할가격할인수준은 정상가격, 기본할인가격, 추가할인가격 순으로 제시하였다. 구체적으로 설명하면, 140,000원짜리 건강보조식품을 구매하는 상황 하에서 정상가격 140,000원, 10% 기본할인가격 126,000원, 그리고 추가 10%할인을 더한 추가할인가격 113,400원의 3단계로 제시하였다. 그리고 제시된 3가지 가격수준 각각에 대한 구매의도를 비율(%)로 직접 기입하도록 하였다(100% 기준). 본 연구의 실증분석에 따르면, 추가할인에 비해 기본할인에 대한 가격민감도가 더 높으며, 남성보다 여성이 가격에 더 민감한 것으로 나타났다. 이는 가격할인효과의 극대화를 위해서는 초기의 기본할인전략이 중요하다는 시사점을 제공하여 준다. 또한, 기업의 표적고객층의 성별에 따른 가격차별화전략이 필요함을 보여준다. Companies try to induce consumers to purchase through an additional discount strategy in addition to a basic discount strategy. Therefore, this study decomposes a total price discount level into basic discount level and additional discount level, and analyzes consumer’s response to the basic and additional discount levels. Also, it investigates whether consumer’s response is different between male and female. In the empirical study, the Regular price was 140,000, the basic discount level was 10% of the price, and the additional discount level was 10% of the basic discount level. The empirical study showed that the price sensitivity was higher for the basic discount level than for the additional discount level. In addition, it showed that female was more sensitive to price than male. This suggests that an initial basic discount strategy is important rather than an additional discount strategy, and that it is necessary to consider gender of target audience when marketing managers design a price discount strategy.

복부 고형장기 손상을 동반한 안정 골반골 골절의 특성

박상준 ( Sang June Park ),김선휴 ( Sun Hyu Kim ),이종화 ( Jong Hwa Lee ),안력 ( Ryeok Ahn ),홍은석 ( Eun Seog Hong ) 대한외상학회 2010 大韓外傷學會誌 Vol.23 No.2

Purpose: This study analyzed the characteristics of stable pelvic bone fractures with intra-abdominal solid organ injury. Methods: Medical records were retrospectively reviewed from January 2000 to December 2009 of patients with stable pelvic bone fractures. A stable pelvic bone fracture according to Young`s classification is defined as a lateral compression type Ⅰ and antero-posterior compression type Ⅰ. Subjects were divided into two groups, one with (injured group) and one without (non-injured group) intra-abdominal solid organ injury, to evaluate the dependences of the characteristics on the presence of an intra-abdominal solid organ injury. Data including demographics, mechanism of injury, initial hemodynamic status, laboratory results, Revised Trauma Score (RTS), Abbreviated Injury Scale (AIS), Injury Severity Score (ISS), amount of transfusion, admission to intensive care unit (ICU), and mortality were analyzed. Results: The subjects were 128 patients with a mean age of 42 years old, of whom were 67 male patients (52.3%). The injured group had 21 patients(16.4%), and the most frequent injured solid organ was the liver. Traffic accident was the most common mechanism of injury and lateral compression was the most common type of fracture in all groups. Initial systolic blood pressure was lower in the injured group, and the ISS was greater in the injured group. Arterial pH was lower in the injured group, and shock within 24 hours after arrival at the emergency department was more frequent in the injured group. Transfused packed red blood cells within 24 hours were 8 patients(38.1%) in the injured group and 11 patients(10.3%) in the non-injured group. Conservative treatment was the most common therapeutic modality in all groups. Stay in the ICU was longer in the injured group, and three mortalities occurred. Conclusion: There is a need to decide on a diagnostic and therapeutic plan regarding the possibility of intraabdominal solid organ injury for hemodynamically unstable patients with stable pelvic bone fractures and for patients with stable pelvic bone fractures along with multiple associated injuries. (J Korean Soc Traumatol 2010;23:57-62)

드라마,영화의 등장인물 표현에 기초한 선(善)과 미(美)의 관계 분석

박상준 ( Sang June Park ),이영란 ( Yeong Ran Lee ),김은정 ( Eun Jeong Kim ) 한국항공경영학회 2008 한국항공경영학회지 Vol.6 No.3

사회적 신뢰가 주관적 안녕감에 미치는 영향: 개인주의-집단주의의 조절효과를 중심으로

박상준 ( Sang-june Park ),조예 ( Rui Zhao ),박기철 ( Ki-chul Park ) 한국고객만족경영학회 2021 고객만족경영연구 Vol.23 No.1

최근 코로나19의 확산을 방지하기 위하여 세계 각 국가들은 물리적인 통제들을 실시하였고, 이러한 통제들은 사회구성원들의 삶의 질을 낮출 뿐만 아니라, 개인의 주관적 안녕감에 부정적 영향을 미치고 있다. 사회구성원들의 주관적 안녕감은 개인뿐만 아닌 사회 차원에서도 중요한 존재이므로, 코로나19 상황에서 주관적 안녕감이 저하되지 않도록 하기 위한 대응방안으로 사회적 신뢰의 향상에 관한 중요성이 대두되고 있다. 그동안 많은 선행연구를 통하여 사회적 신뢰와 주관적 안녕감 간의 긍정적인 관계가 검증되었으나, 대부분의 선행연구에서는 사회적 신뢰와 주관적 안녕감 간의 관계만을 해석 및 연구하였고 문화적 요소의 영향력 분석은 제한되었다. 따라서 본 연구에서는 사회적 신뢰와 주관적 안녕감 간의 관계에 대하여 좀 더 깊이 있는 이해를 얻고자, 개인주의-집단주의 조절 효과를 알아보는데 연구의 목적을 두고 있다. 본 연구를 위하여 세계가치조사의 조사자료(Wave 7)를 기초자료로 활용하였고, 실증분석결과에 따르면 사회적 신뢰가 주관적 안녕감에 긍정적인 영향을 준다는 결과를 다시 확인할 수 있다. 또한, 사회적 신뢰와 주관적 안녕감 간의 관계는 개인주의-집단주의의 영향을 받는다. 구체적으로, 사회적 신뢰가 주관적 안녕감에 미치는 영향은 개인주의 수준이 높을수록 더 큰 것으로 나타났다. 마지막으로, 본 연구의 학문적 시사점, 실무적 시사점, 한계점 및 후속 연구를 제시하였다. Recently countries around the world have implemented mass restrictions to prevent the spread of COVID-19, which not only reduces the quality of life but also negatively affects individual subjective well-being. In order to prevent a decline in the level of subjective well-being which is important for individuals as well as society, the importance of improving social trust is emerging as a countermeasure. Previous research has established significant positive relationships between social trust and subjective well-being. However, most research has interpreted and studied only the relationship between social trust and subjective well-being, the impact analysis of culture has received limited attention. With this background, this study aimed to examine the moderation effect of individualism-collectivism based on the World Values Survey data (Wave 7), to obtain a deeper understanding of the relationship between social trust and subjective well-being. Results indicated that social trust has a significant positive effect on subjective well-being. Furthermore, the relationship between social trust and subjective well-being is influenced by individualism-collectivism. More specifically, the effect of social trust on subjective well-being is higher in a higher level of individualism. The conclusion section includes the educational implications, practical implications, and limitations of this study, as well as some suggestions for future research.

PAD전략과 가격할인전략의 통합효과

박상준 ( Sang June Park ),이영란 ( Yeong Ran Lee ),김은정 ( Eun Jeong Kim ) 한국소비자학회 2010 소비자학연구 Vol.21 No.3