What Factors Influence the Churn Intention in the Context of Online Learning Platform

엄금철,김영길,Zhao Zhao 한국무역연구원 2022 무역연구 Vol.18 No.5

Purpose – With the rapid development of Internet technology, the large-scale popularization of intelligent terminals, and the influx of users into online learning platforms caused by COVID-19, online education has become a new outlet for the internet. However, with the control of COVID-19, online learning platforms face problems of low user stickiness and severe loss. Therefore, it is necessary to discuss the factors that affect users’ willingness to pay for online learning platforms. Design/Methodology/Approach – Using Unified Theory of Acceptance and Use of Technology and Regulatory Focus theory, this study constructed the influencing factor model of paying user turnover intention of online learning platform. This study collected 332 valid sample data through a questionnaire survey, and tested the main effect and moderating effect by adopting regression analysis. This study explored the factors affecting the churn intention of paying users of online learning platforms and the influence degree of each factor, and explored the influencing factors of the churn intention of paying users on online learning platforms from multiple angles. Findings – The results identified that the influencing factor model of user turnover intention constructed in this paper is practical, seven hypotheses are tenable, and three hypotheses are partially supported. Finally, based on the above research conclusions, this study puts forward strategies to reduce the churn intention of paying users on online learning platforms on three aspects: user segmentation, continuous use process, and influencing factors of online learning platform users, to provide some reference value for online learning platform operators and designers. Research Implications – Based on the previous analysis results, this study puts forward corresponding improvement strategies from three aspects: user segmentation, continuous use process, and influencing factors in order to provide a specific reference value for reducing the churn of paying users’ online learning platforms.

신선식품 이커머스 플랫폼과 고객의 충성도, 구전의도에 관한 연구: 중국소비자를 중심으로

엄금철,허재강 한국품질경영학회 2019 한국품질경영학회 학술대회 Vol.2019 No.-

현재 신선식품 이커머스 플랫폼(마켓컬리, 로켓프레시 등)은 한국 유통시장의 새로운 화두가 되고 있다. 허마셴셩(盒馬鮮生)은 중국의 대표적인 신선식품 이커머스 플랫폼으로 많은 중국소비자들이 이용하고 있다. 따라서 이미 대중화된 중국 신선식품 이커머스 플랫폼의 이용자를 대상으로 플랫폼 내 가격, 배송, 품질, 반품정책, 플랫폼 이용 편리성과 성별이 소비자의 충성도와 구전의도에 미치는 영향을 알아보고자 한다. 이를 통해 한국 내 신선식품 이커머스 플랫폼이 나아가야할 방향을 제시하고자 한다. study1에서는 플랫폼을 이미 이용하고 있는 고객이 지속적인 구매를 이끌 수 있는 변수을 조사하였고 study2에서는 신규 플랫폼 이용자를 이끌어낼 수 있는 구전의도에 유의미한 영향을 미치는 변수를 분석하였다. 가설을 검증하기 위해서 중국 설문조사 전문 기관을 통해 실험을 실시하였다. 신선식품 이커머스 플랫폼을 이용하는 중국인 106명의 유효한 데이터를 수집하였다. 수집한 데이터는 신뢰도검사와 요인분석 통해 타당성과 신뢰성을 확보하고 다중회귀분석을 통해 가설을 검증하였다. 분석결과, Study1에서 플랫폼 내 제품의 가격과 반품정책이 고객의 재구매 즉 충성도에 정(+)의 영향을 미쳤다. 배송, 품질, 플랫폼 이용 편리성과 성별은 고객의 충성도에 유의미한 영향을 미치지 못하였다. Study2에서는 배송을 제외한 가격, 품질, 반품정책, 플랫폼 이용 편리성과 성별(여성)이 구전의도에 정(+)의 영향을 미쳤다. 이러한 결과는 각 신선식품 플랫폼이 기존고객 관리와 신규고객 유입을 위해 어떠한 전략을 실행해야 하는지에 대한 시사점을 제시한다.

중국 소비자들의 인텔리전트 익스프레스 락커 지속사용의도에 관한 연구: TAM을 적용한 실증연구

엄금철,김영길,허재강 한국SCM학회 2019 한국SCM학회지 Vol.19 No.2

This research aims to investigate what factors mainly affect consumers’acceptance of intelligent express lockers and intent to use. To answer the research question, the technology acceptance model (TAM) is employed. We collected data from a professional business survey platform in China. By adopting TAM, we examine the factors that affect the continuous use intention of intelligent express lockers. For example, location-based accessibility and privacy were found to have a positive effect on perceived ease of use and usefulness. However, intelligent express locker service provider’s responsiveness does not significantly affect perceived ease of use and usefulness. Moreover, perceived usefulness and perceived ease of use positively affect continuous use intention.

Research on the Influence of Loneliness on Consumers’ Purchase Intention: Mediating Effect of Lack of Perceptual Control

엄금철,유옥진,김태은 한국커뮤니케이션학회 2022 커뮤니케이션학연구 Vol.30 No.4

Loneliness is prevalent in today’s society, but few studies have concentrated on the impact of loneliness on consumer behavior. This paper investigated the relationship between loneliness and consumer purchase intention, the mediation effect of the lack of perceptual control, and the boundary condition of the construal level. This study conducted two experiments for empirical analysis. The empirical results revealed the following: Firstly, loneliness has a significant impact on consumers’ purchase intention, which means consumers’ purchase intention is affected by individual loneliness, and people with high loneliness have higher purchase intention than those with low loneliness. Secondly, the lack of perceived control positively influences consumers’ purchase intention, and mediates the relationship between loneliness and consumers’ purchase intention. Thirdly, the construal level moderates the relationship between loneliness and purchase intention. Finally, the construal level moderates the relationship between the lack of perceptual control and purchase intention. This study provided t he general discussion, implications, and further research at the end of this study.

The Effect of Online Vacation Service’s Attribute of Consumer Choice: Case Study of People from the Post-80s and 90s Generation in China

엄금철,서뢰,김영길 중앙대학교 한국전자무역연구소 2019 전자무역연구 Vol.17 No.3

Purpose: The purpose of this study is to understand the behaviors of Chinese online vacation consumers and to explore important differences in alignable and non-alignable attributes across consumer segments. Composition/Logic: In this research, we conducted 3 studies. In study 1, verified service types in online vacation services to ensure the strength of the hypothesis. In study 2, derive the attributes and levels by combining a set of products used in the main study. In the study 3, we analyzed online vacation consumers’ preferences for non-alignable attributes and alignable attributes, together with preference differences across consumer segmentation, using the results of choice-based conjoint analysis. Findings: Purchasing experience may differentiate the preferences of consumers, thereby revealing significant differences between inexperienced consumers and experienced consumers in the travel market. In comparison to experienced consumers, inexperienced consumers place a higher value on non-alignable attributes, while experienced consumers place a higher value on alignable attributes. Moreover, the study results suggest that there are significant differences among Chinese consumers of various age groups in the online vacation market. Originality/Value: This research focused on the Chinese Online Vacation Market/service, and concentrated on alignable and non-aliganable attributes, which affect consumer’s choice, Moreover, we also noted the differences between experienced and inexperienced consumers from the post-80s and post-90s generations.

Perceived Conspicuous Consumption and Brand Evaluation: Mediation Effect of Power Distance Belief

엄금철,김영길,김수욱 서비스사이언스학회 2017 서비스연구 Vol.7 No.4

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption’s negative effect on consumers’ attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer’s temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

댓글 특성 기반 고객 프로파일 구축을 통한 개인화 추천 서비스에 관한 연구

엄금철(JinZhe Yan),이가은(JiaEn Li),이청용(QingLong Li) 한국디지털콘텐츠학회 2020 한국디지털콘텐츠학회논문지 Vol.21 No.9

Using a Technology Acceptance Model to Empirically Examine Chinese Consumers’ Intention to Use Intelligent Express Lockers

Jinzhe Yan(엄금철),Yeonggil Kim(김영길),Jeakang Heo(허재강) 한국SCM학회 2019 한국SCM학회지 Vol.19 No.2

This research aims to investigate what factors mainly affect consumers’acceptance of intelligent express lockers and intent to use. To answer the research question, the technology acceptance model (TAM) is employed. We collected data from a professional business survey platform in China. By adopting TAM, we examine the factors that affect the continuous use intention of intelligent express lockers. For example, location-based accessibility and privacy were found to have a positive effect on perceived ease of use and usefulness. However, intelligent express locker service provider’s responsiveness does not significantly affect perceived ease of use and usefulness. Moreover, perceived usefulness and perceived ease of use positively affect continuous use intention.

高管离职对企业组织绩效的影响研究

阮帅程,엄금철 한국외국어대학교 중국연구소 2023 中國硏究 Vol.97 No.-

As the role of top management executives in environmental protection-related business becomes increasingly important, research on executives has been growing. The study of the relationship between executive turnover and corporate organizational performance has become an important topic in human resource management, also one of the key research areas in corporate governance. This study investigated the relationship between top manager teams’ turnover and a firm’s organizational performance using the fixed-effects model and Chinese A-share listed companies from 2011 to 2020. The research results indicate that top managers’ turnover negatively impacts corporate organizational performance. Furthermore, in state-owned enterprises, older companies, and companies in different growth stages, the moderating effect of corporate nature is more pronounced. The policy implication of this study is to continually enrich the theoretical mechanisms underlying the impact of executive turnover on corporate organizational performance, promote theoretical research, and enhance corporate organizational performance management.

The Effect of Information Sharing Impacts Distributor’s Channel Power? Mediation of Data-Driven Decision-Making and Moderation of Trust

판둥,엄금철,저우예이닝 한국생산성학회 2023 生産性論集 Vol.37 No.6

The rise of digital technology has also made supply chain management more complex, but it also provides more opportunities for information sharing. Information sharing can lead partners in different segments to better understand each other’s needs and capabilities, helping them better cope with market variations and uncertainties This paper investigates the relationship of information sharing between brands and distributors with distributor channel power after a successful brand-driven digitization reform. Furthermore, this study seeks to find out the moderating role of dealers’ data-driven decision-making and trust in the relationship between information sharing and distributors’ channel power. The data sources come from different industries in the Yangtze River Delta and Pearl River Delta regions, which are economically developed in China. The findings indicate that information sharing is positively associated with distributors’ channel power and data-driven decision-making. Trust mediates the impact of data-driven decision-making on channel power. This study provides new insights into how distributors can share information with brands to promote their channel power. It also presents suggestions for distributors on dealing with the relationship between the two during information sharing with brands. Researchers in the field of digital reform have previously overlooked the question of how information sharing enhances distributors’ channel power. This paper contributes to the information sharing and channel management literature by utilizing distributors’ data-driven decision-making and trust as moderation for analysis.