B2B e마켓플레이스 거래만족의 선행요인 연구: 학교급식 전자조달시스템 사례를 중심으로

엄명용 ( Myoung-yong Um ),남서우 ( Seo Woo Nam ),김태웅 ( Tae Ung Kim ) 한국인터넷정보학회 2014 인터넷정보학회논문지 Vol.15 No.5

본 연구는 한국농수산식품유통공사가 운영하는 공적 B2B e-마켓플레이스인 학교급식전자조달시스템에 참여하고 있는 초중고등학교를 중심으로 참여학교의 거래만족도에 영향을 미칠 수 있는 선행요인에 대한 분석을 목적으로 한다. 사회적 자본, 의사소통, 네트워크내에서의 정보공유, 운영조직의 지원 등을 핵심선행요인으로 설정하고, 학교급식전자조달시스템에 참여하고 있는 초중고등학교를 대상으로 설문조사를 실시하여 연구가설을 검증하였다. 분석결과, 사회적 자본과 지원은 거래만족도에 유의한 영향을 미치고, 지원은 사회적 자본 축적에 긍정적 영향을 미친다는 것을 확인할 수 있었다. 또한 사회적 자본과 지원은 참여구성원간의 의사소통과 네트웍내에서의 정보공유에 의해서 유의한 영향을 받는다는 것을 알 수 있었다. 본 연구의 분석결과는 성공적인 학교급식 조달을 위한 e-마켓플레이스 거래만족도에 영향을 줄 수 있는 선행요인들 사이의 관계를 이해하고 적용하는데 있어 의미 있는 시사점을 제공하리라 본다. The purpose of this study is to identify the factors influencing the satisfaction of schools using the school-food B2B e-Marketplace operated by Korea Agro-Fisheries Trade Corporation. This study proposes the social capital, communication, information sharing within the network and support by e-Marketplace as antecedents variables, and collected the survey responses from the schools participating in school-food e-Marketplace. The statistical results indicate that the social capital and support by e-Marketplace has significant impact on the satisfaction level of schools, and support strongly influences the social capital. It was also found that the communication and information sharing within the network influence the social capital and support. These findings may offer the significant implications leading to successful expansion of B2B e-Marketplace in the context of school-food area.

상호작용성이 사용자의 인지-정의-행위적 반응에 미치는 영향

엄명용(Myoung-Yong Um) 한국콘텐츠학회 2016 한국콘텐츠학회논문지 Vol.16 No.6

본 연구는 모바일 메신저 애플리케이션과 사용자 사이에 인지된 상호작용성이 어떻게 즐거운 감정과 지속적 사용의도를 유발시키는가를 검증하기 위하여 수행되었다. 본 연구는 메신저 애플리케이션에 대한 사용자의 인지된 상호작용성이 제어, 공유, 응답 요인에 의하여 형성된다고 보았다. 인지된 상호작용성, 즐거움, 사용의도 사이의 관계는 PAD 감정모형, 합리적 행동이론, 그리고 계획된 행동이론을 이용하여 연구가설로 설정되었다. 연구모형을 검증하기 위하여 한국과 중국에서 총 481개의 설문 데이터가 수집되었고, 구조방정식을 이용하여 가설을 검증하였다. 연구결과, 인지된 상호작용성인 공유와 응답 요인은 즐거움에 긍정적 영향을 미칠 뿐만 아니라, 사용의도에도 유의한 영향력을 가지는 것으로 도출되었다. 그러나 제어는 사용의도에는 긍정적 영향을 주지만, 즐거움에는 유의한 영향력을 가지지 않는 것으로 도출되었다. 그리고 즐거움과 사용의도 사이에는 긍정적 인과관계가 존재하였다. 본 연구는 부가적으로 한국과 중국 사용자들 사이의 차이점을 탐색하기 위하여 다중집단 차이분석을 실시하였다. 연구 결과를 바탕으로 모바일 메신저 서비스를 제공하는 기업들에게 인지된 상호작용성이 가지는 인과적 영향력과 한국과 중국 사이에 존재하는 경로계수 차이에 대한 시사점을 논의하였다. This study aims to investigate how perceived interactivity between the mobile messenger application and its user gives rise to user’s enjoyment and continuous usage intention. Perceived interactivity was assumed to be formed by the combination of control, share, and responsiveness in light of the previous studies. The relations between perceived interactivity, enjoyment, and usage intention are hypothesized on the basis of the pleasure-arousal-dominance emotional state model, the theory of reasoned action, and the theory of planned behavior. Survey data were collected from 481 mobile messenger users in Korea and China. In order to test hypotheses, structural equation modeling analyses were conducted. As a result, perceived interactivity concerning connectedness and responsiveness not only positively affected enjoyment, but also had a significant effect on usage intention. However, while control positively influenced usage intention, it was not significantly related to enjoyment. In addition, there was a positive relation between enjoyment and usage intention. Incidentally, multi-group analysis was conducted to explore the differences between Korean and Chinese users. The findings would provide managerial implications for mobile messenger corporations on causal effects of perceived interactivity and the differences of the path coefficients between in Korea and China.

확장된 기술수용모형을 이용한 온라인 게임 성공요인 분석 - 일본 게이머를 중심으로

엄명용(Um Myoung Yong),조성한(Jo Sung han),김태웅(Kim Tae Ung) 한국무역상무학회 2006 貿易商務硏究 Vol.29 No.-

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30 million in Japan in 2005. The popularity of online games can be attributed to the availability of broadband network, pushing online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the Japan, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. This study investigates major factors which influence the acceptance of online game services based on the theoretical backgrounds of the technology acceptance model(TAM) and the flow theory. This paper extended the Davis' TAM model by including the flow concept as another major factor toward the intention to play online game. Based on data collected from online questionnaire survey, we show that the proposed model provides an adequate fit to the data, and that the flow experience is another important factor influencing the intention to play online game, as well as the perceived ease of use.

연령별 차이를 중심으로 본 온라인게임 애호도 영향요인에 관한 연구

엄명용(Myoung-Yong Um),권문주(Moon-Ju Kwon),변완수(Wan-Soo Byun),김태웅(Tae-Ung Kim) 한국IT서비스학회 2007 한국IT서비스학회지 Vol.6 No.1

  The purpose of this research is to identify the determinants of loyalty in online games. This study developed a research model to analyze the factors explaining the loyalty level from gamers, employing social identification, flow, and positive anticipated emotion as major research variables, and collected 1308 survey responses from gamers. Within the context of arguing that the exploration of age range issues with respect to online games is important, this research also examines the age differences in path coefficients. To this end, the structural model was tested with the data from entire data sample (i.e., the age of 10s, 20s, and 30s pooled together) and each of the subsamples (i.e., teens taken separately, twenties taken separately, and thirties taken separately). Properties of the causal paths, including standardized path coefficients, the significance of difference, in the hypothesized model, are also presented, so that we can investigate the relative influences of different dominants, demonstrating how teens, twenties, and thirties differ in their decision-making processes regarding the flow, social identification and loyalty from online games.

문화콘텐츠 확산에 관한 비교 문화적 연구

엄명용(Myoung Yong Um) 한국경영학회 2010 經營學硏究 Vol.39 No.1

Online game business has emerged as one of the most lucrative entertainment industry. The popularity of online games can be attributed to reliable broadband internet services and high quality contents. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the online games markets continue to expand, relatively little theory has been developed about which factors influence flow, social relationship, and word-of-mouth in online games situations. This research focuses on three research questions on online game customers` behavior in Korea and the UK. The first research question is to examine the effects of the flow and the social relationship on the word-of-mouth in the two countries. The second question is concerned with reconfirming the findings from previous studies that the challenge and the skill have been found to affect the flow. And the final, third question is to explore the differences between Korean and British online game customers in terms of the relationships of these key factors (i.e., word-of-mouth, social relationship, flow, challenge, and skill). To test the above research questions, the author collect data from Korean (N=183) and British online game customers (N=192). The proposed structural model was tested using the PLS (Partial Least Square) statistical program. The results indicate that the flow and the social relationship have positive influences on the word-of-mouth, and the flow has significant influence on the social relationship not only in Korea but also in the UK. It was also found that both the challenge and the skill have effects on the flow in two countries. In addition, some differences between Korean and British online game customers were found. Korean online game customers were found to respond more sensitively than British customers concerning the effect of the social relationship on the word-of-mouth. However, British online game customers were found to have strong causal relationships than Korean customers concerning the challenge→flow, skill→flow, flow→social relationship, and flow→word-of-mouth. This empirical research provides managerial implications for the online game enterprises on how to strategically use the flow, challenge, skill, and social relationship to enhance the word-of-mouth in Korea and the UK. Nevertheless, some limitations of this study should be noted. First, the responses to this study were voluntary and thus inevitably subject to self-selection biases. Conceivably, customers who feel comfortable with playing online games may have been more likely to respond to the survey. Second, the multi-group (Korea and the UK) comparison can explore systematically the similarities and differences between the two countries, but this method in itself could not supply substantial information on the causes that induce those similarities and differences. Therefore, to some extent, the applications of this research require cautions. However, because online game industry is still at an early stage, the findings are expected to provide informative policy implications for the online game enterprises which have been considering the release of new online games in Korea and the UK.

일본 온라인 게임시장에의 성공적 진출을 위한 기반 연구 - 게이머 유형별 특성 차이를 중심으로 -

엄명용(Um Myoung Yong),김태웅(Kim Tae Ung),김영기(Kim Young Ki) 한국무역상무학회 2005 貿易商務硏究 Vol.26 No.-

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30 million in Japan in 2005. The popularity of online games can be attributed to the availability of broadband network, pushing online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering Japan, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the difference, among the types of players, in demographic and social trends, perceptions related to game-design factors, and attitude toward the games. Based on data collected from online questionnaire survey, the differences between hardcore and casual players have been analyzed, and interesting conclusions have been provided concerning the online-game design and development strategies for Japan online-game players.

e-러닝 기반의 경영과학 강의방식에 관한 사례연구

엄명용(Myoung-Yong Um),김태웅(Tae-Ung Kim) 한국경영과학회 2009 經營 科學 Vol.26 No.3

E-learning is a networked phenomenon allowing for instant revisions and distribution, and goes beyond training and instruction to the delivery of information and tools to improve performance. The proponents of e-learning emphasizes that students learn more effectively when they interact and are involved with other students participating in similar endeavors. The paper outlines the process of development and design of e-learning based Management Sciences course, with the aim of ensuring widespread use, in undergraduate business program. Experiences in introducing students to e-learning course are reported. Feedback from students has been very positive but also indicates the need for ongoing support and direction. In addition, a survey was used to identify the determinants of students' academic performance of Management Science, and PLS based model is developed to analyze the results. Statistical results concerning the hypothesized model are provided.

사이버 일탈행위 예방을 위한 개인 정보보호 노력의 영향요인 연구

엄명용(Myoung Yong Um),박진희(Jin Hee Park),김미량(Mi Ryang Kim) 한국컴퓨터교육학회 2005 컴퓨터교육학회 논문지 Vol.8 No.5

상호작용성이 유희성과 만족에 미치는 영향

엄명용(Myoung-Yong Um) 국제e-비즈니스학회 2013 e-비즈니스 연구 Vol.14 No.5

UCC 비즈니스 유형 및 활성화 장애요인 연구

엄명용(Myoung-Yong Um),김은정(Eun-Jung Kim) 한국콘텐츠학회 2007 한국콘텐츠학회논문지 Vol.7 No.11

본 연구는 UCC의 비즈니스적 측면을 중심으로 UCC의 실태를 포탈업체, 동영상 및 인터넷 서비스업체, 일반업체, 언론사 및 미디어업체, 그리고 정치분야를 중심으로 개략적으로 진단한 후, UCC 비즈니스 모델의 유형화를 시도하였다. UCC 비즈니스는 크게 UCC e-마케팅 비즈니스, UCC 퍼브리싱 비즈니스, UCC e-소매 비즈니스 및 UCC 관련 소프트웨어 비즈니스 등으로 구분할 수 있다. 이런 유형화 및 UCC의 가치창출체인을 토대로 UCC 비즈니스의 문제점을 탐색하고, 이를 극복하기 위한 몇 가지 비즈니스적 함의를 제시해 보고자 하였다. As the Internet is more embedded in people‘s lives, users draw on new Internet applications to express themselves through user-created contents(UCC). UCC is defined as content that is made publicly available over the Internet, reflects a certain amount of creative effort and is created outside of professional practices. This study describes the rapid growth of UCC as well as its increasing role in network-based communication. Based on the definition of UCC and the structure of emerging value chain, a taxonomy of UCC businesses is presented : UCC e-marketing business, UCC publishing business, UCC e-retailing business, and UCC development software business. This paper concludes with implications for platform and internet access providers.