주부들의 성역할 인식과 소비행동

서성무 中央大學校經營硏究所 1992 經營學論集 Vol.18 No.1

최근 여성들의 성역활 태도를 이용하여 가족구매 행동을 연구하려는 노력이 시도되고 있다. 그 주된 가설은 근대적인 성역활 태도를 가진 여성들과 전통적인 태도를 가진 여성들간에는 소비행동에 있어서 차이를 보일것이라는 것이다. 이러한 노력과 관련하여 시급하게 요구되는 것은 성역활 태도를 측정하는 도구를 개발하는 것이다. 가정학에서 성역할과 유사한 개념을 측정하는 노력이 두 번 시도되었지만 모두 타당성에 대한 명쾌한 설명이 없다. 이 연구는 마아케팅에서 사용할 수 있는 성역활 태도를 개발하려는 첫 시도이다. Osmond and Martin이 가정학에서 사용한 성역할태도 측정도구를 기초로 질문항목들을 작성하고 서울시내에 거주하는 주부들을 대상으로 조사하였다. 모두 열아홉개의 항목으로 구성되어있다. 요인분석을 한 결과 세 개의 요인이 41.7%의 분산을 설명하고 있다. 첫 번째 요인은 여성과 남성의 동등한 기회를 강조하는 정도를 나타낸다. 두 번째 요인은 전통적인 여성의 역할에 관한 인식정도를 보인다. 세 번째 요인은 성별에 관한 기존의 고정관념이다. 각 요인별로 묶인 항목들의 신뢰도는 0.81, 0.65, 0.58이다. 세가지의 요인은 기존의 연구자들이 밝히고 있는 성역할태도의 측면들에 포함이 된다. 세가지 요인 모두에 있어서 응답자들의 취업여부 그리고 교육수준에 따라 요인별 점수에 있어서 차이가 있음이 밝혀졌다. 즉 교육수준이 높을수록 그리고 직업을 가진 주부들이 보다 근대적인 성역할태도를 갖고 있다. A few studies recently introduce women s sex-role attitudes to explain family purchase behaviors. The main hypothesis of these studies is that women with the modern sex-role attitudes are different in their consumption behavior from those with the traditional attitudes What is urgently needed at this juncture is a valid scale to measure the sex-role attitudes. Two recent studies in home economics attempt to measure the construct. However, the validity of those two scales is much questionable. The present study endeavors to develop a scale suited for marketers. The items in the scale are developed based on the Osmond and Martin's scale used in the home economics. Married women in Seoul area are surveyed. The scale is made of nineteen items The result of a factor analysis shows that three factors explain 41.7% of the total variance. The first factor reflects a dimension which emphasizes an equal opportunity for women against men. The second factor is about women's traditional role, and the third factor relates to the respondents sex-role stereotype. The Cronbach alphas for these three factors are 0.81, 0.65, and 0.58, respectively. All of the three dimensions have been already identified in the previous sex-role attitudes studies The respondents' work status and education level are positively related to their sex-role attitudes in all the three dimensions. That is, women with high education level and job show more modem sex-role attitudes in all the three dimensions than their counter parts.

광고배경음악과 선택행동

서성무,전희창 한국전략마케팅학회 1997 마케팅논집 Vol.7 No.1

내점객 인터뷰에 근거한 슈퍼마켓 입지분석 모델의 실용성 평가

서성무,고윤배 한국마케팅학회 1998 ASIA MARKETING JOURNAL Vol.1 No.1

QFD(Quality Function Deployment)를 이용한 대학의 유통교과과정 개발

서성무,이영철 長安大學 2001 長安論叢 Vol.21 No.1

"倍로 補償해 드립니다"

서성무 한국마케팅연구원 1990 마케팅 Vol.24 No.8

제품 평가요인에 대한 만족/불만족이 제품의 전반적 만족도에 미치는 비대칭적인 영향

서성무,윤혜란 中央大學校經營硏究所 2001 經營學論集 Vol.27 No.2

본 연구는 의류제품의 만족도를 속성별로 측정하여, 각 속성에 대한 만족, 불만족 평가가 그 제품의 전반적 만족도에 비대칭적으로 영향을 미치는 점을 프로스펙트(prospect)이론에 근거하여 증명하였다. 실험을 위해 의류제품의 속성 11가지를 추출한 후 4개의 요인으로 묶어 다중회귀분석을 실시하였다. 분석결과 속성에 대해 불만족한 평가를 내릴 경우에 제품에 대한 전반적 만족도에 더 큰 영향을 미치며, 각 속성에 대한 평가는 양 극단으로 갈수록 그 크기가 작아짐을 알 수 있었다. 또 전환적인 동기일 때보다 정보적 동기일 경우에 불만족스런 평가의 값이 더욱 커짐을 알 수 있었다. This study investigates the asymmetric impact of negative and positive attribute-level performance on overall satisfaction. The respondents of the survey evaluate the eleven attributes of clothes and their overall satisfaction of the products they bought. The results show that negative evaluations asymmetrically affect the overall satisfaction. The effects of both negative and positive evaluations get smaller as they approach the extreme values. The different impact is more noticeable when the respondents are in the informational motives than in the transformational motives.

대형할인점과 슈퍼마켓의 상호 경쟁효과에 관한 실증적 연구

서성무,심상희 중앙대학교 산업경영연구소 2002 산업경영연구 Vol.11 No.1

최근 급성장하고 있는 국내 대형할인점의 확산이 상권 내 슈퍼마켓의 숫자와 규모에 미치는 영향을 실증적으로 검토한다. 업태간의 경쟁관계에서 발생하는 효과는 크게 공생이론과 다위니즘 이론을 근거로 설명할 수 있을 것이다. 기존 연구들을 근거로 일곱가지의 가설을 설정한 후 서울시의 자료를 이용하여 분석하고 있다. 연구 결과 대형할인점과 슈퍼마켓은 통상적으로 인식되고 있는 것과 같은 상호 부정적인 관계가 아닌 사실이 밝혀졌다. 대형 할인점이 많은 지역에 슈퍼마켓의 포화수준도 높았다. 그러나 대형할인점의 서비스 수준이 높을 경우에는 슈퍼마켓의 규모에 부정적인 영향을 미치는 사실이 검증되었다.

긍정적 정서가 심리적 자본 및 마음챙김에 미치는 영향: 심신수련 프로그램의 효과

서성무,이지우,장영혜 한국경영교육학회 2012 경영교육연구 Vol.27 No.6

The psychological capital is one of an individual's personal assets that Fredrickson(1998) argues are important in our survival. She maintains that frequent experiences of positive emotions such as pleasure, love, peace and satisfaction would first broaden his/her ‘thought-action repertoire’ that in turn lead to build his/her psychological, cognitive, emotional and physical resources. Mindfulness is another kind of mental asset that Fredrickson mentions as a by-product of frequent positive emotions. It is often defined as 'non-judgmental awareness' or 'keeping attention to the present moment experiences with a non-judgmental attitude'. It has been one of the most actively investigated subjects in the recent psychology literatures and consistently related to the physical and psychological illness or wellness variables. For example, mindfulness is associated with lower levels of emotional disturbances (e.g., depressive symptoms, anxiety, and stress), higher levels of subjective well-being (lower negative emotions, and satisfaction with life) and higher levels of eudemonic wellbeing (e.g., self-actualization). This study has two objectives. First it investigates if a 15 week, 2 credit hour mind-body training program would increase the college students' positive emotions. Second, it tests the validity of the 'Broaden and Build Theory of Positive Emotions'. It examines if the increased positive emotions through the training would gradually build the students' psychological capital and mindfulness. The mind-body program was designed by the first author of this research by referring to the MBSR(Mindfulness Based Stress Reduction, Kabat-Zinn 1990) and K-MBSR(장현갑 2004). It consists of three parts; 20 minute lecture on positive psychology subjects, 10 minute meditation (mindfulness and loving-kindness), and an hour Kooksundo Danjun Breathing (stretching, Danjun breathing and physical exercises). Study I was conducted in the fall semester of 2010. The research design was a Before and Post Between Group Difference. The experimental group had 72 students (male 40, female 32) while the control group had 88 students (male 36, female 52). As expected the between group differences were significant (p < .05). Accordingly it was concluded that the mind-body program was effective to increase the positive emotions and to decrease the negative emotions. Study II was conducted in the fall semester of 2011. The research design was the same as in Study I but there were three observations; the first week of the semester, the 8th week and the 15th week. The number of samples used in the final analysis were 53 (experimental group) and 38(control group). After confirming that the program was effective to increase the positive emotions and decrease the negative emotions of the experimental group, the two hypotheses were tested by applying the LTM (Latent Trajectory Model) and Path Analysis. The data supported the two hypotheses; the increases in both the psychological capital and the mindfulness were followed by the increase in the positive emotions. This study has two contributions. First it is the first experimental study in Korea to test the theoretical validity of the Broaden and Build Theory of the Positive Emotions. Second, the study shows that a total of 25 hour mind-body training program can increase the participant's psychological capital and mindfulness. The study has three major limitations. First, a follow-up test after the final measurement was not administered. Second, the participants were students enrolled in the academic course. A future study using a general public is needed. Third, the study did not investigate the program's individual element's effect. For example, it did not try to measure the impact of the instructor. To develop a better training program, a more rigorous study is needed. 기쁨, 사랑, 평화, 만족과 같은 긍정적 정서가 개인의 심리적, 정서적, 신체적 자원 형성에 미치는 영향에 주목하는 심리학계의 최신 연구들이 경영현장에서 응용되고 있다. 인기를 끌고 있는 웃음 치료, 펀 경영과 같은 교육 프로그램들이 그 예라 할 수 있다. 본 연구는 긍정심리학의 주요 주제를 소개하는 강의, 스트레칭 및 명상 실습, 그리고 일상생활에서 긍정정서를 유도 하는 과제로 구성된 매주 1회씩 100분, 총 15회에 걸친 심신수련 프로그램이 대학생들의 긍정적 정서 경험 빈도와 개인적 자원 형성에 미치는 영향을 분석한다. 연구의 근거가 되는 ‘긍정적 정서의 확장-형성 이론’(Fredrickson, 1998; 2001)은 국내에서는 아직 종단적 실험을 통해 검증된 사례가 없다. 본 연구는 두 차례에 걸친 실험조사를 통해 이 이론의 타당성을 확인하고 기업, 학교, 스포츠 단체 등 다양한 조직에서 구성원들의 수행성과(performance)를 높일 수 있는 심신수련 프로그램의 가능성을 탐색해 본다.

인터넷 이용시 소비자가 경험하는 심리적 최적감에 관한 연구

서성무,최자경 중앙대학교 산업경영연구소 2001 산업경영연구 Vol.10 No.1

It has been argued that Internet has unique characteristics that differentiate it from traditional marketing media in many ways. This study's contributions are perhaps understood in these differences. In other words, a many-to-many, interactive communication model underlies the Internet medium. These differences imply the need to understand consumer behavior in an environment in which the rules of consumer engagement may very likely be different. The flow construct has recently been proposed as essential to understanding consumer navigation behavior in online environments. The construct of flow is conceptualized by Hoffman and Novak in 1996. Flow represents as the occurring during internet navigation, which is (1) characterized by a seamless sequence of responses facilitated by machine interactivity, (2) intrinsically enjoyable, (3) accompanied by a loss of self-consciousness, and (4) self-reinforcing. In the flow experience, which formalizes and extends a sense of playfulness. This study defines flow as the process of optimal experience occurring during the Internet navigation. This research's findings are as follows. First, flow is hypothesized to be influenced by the computer skill, challenge, focused attention, and telepresence. Yet, contrary to our hypothesis, higher levels of skill was not associated with flow, which was due to respondents' homogeneity. However, the rests, that is challenge, focused attention, and telepresence, were positively associated with flow. Second, the key consequences of the flow experience for consumers hypothesized increased exploratory behavior and positive effect, and the sense of a distortion in time perception. The flow occurring during the Internet navigation was positively correlated with exploratory behavior, positive effect, and time distortion. The importance of electronic commerce is no longer in doubt. Determining how to create electronic commerce in online environments that engage consumers so that important marketing objectives such as extended visit durations. repeat visits, and online purchase objectives may be achieved are critical marketing tasks.

마아케팅調査를 過信하지 맙시다

徐聖武 한국마케팅연구원 1989 마케팅 Vol.23 No.8