해외주재원의 문화적응과정에서 불확실성 감소와 해외체류에 대한 만족

전선규(Sun Kyu Jun),박재수(Jae Sue Park) 한국경영학회 2000 經營學硏究 Vol.29 No.2

The present study investigates the influence of cultural adaptation process of business expatriates on the commitment to the parent company, based on the premise that cultural adaptation process includes cognitive cultural adaptation in terms of uncertainty reduction and affective cultural adaptation in terms of satisfaction with staying in the host country. The present study argues that cultural knowledge obtained by learning reduces uncertainty and that uncertainty reduction leads to the satisfaction with staying in the host country, which in turn contributes to the organizational commitment. It was found that the opportunity of pre-departure cultural learning, length of stay in the host country, usage of host media, and social interaction with natives reduced cultural uncertainty. The satisfaction with staying in the host country was increased as uncertainty was reduced and had a positive influence on the commitment to the parent company in terms of the intention to maintain membership of the company.

묵시적 만족과 명시적 만족 간 관계에 대한 연구

전선규 ( Sun Kyu Jun ),정유정 ( Yoo Jeong Jeong ) 한국소비자학회 2012 소비자학연구 Vol.23 No.1

본 연구는 명시적 태도(explicit attitude)와 묵시적 태도(implicit attitude)를 구분하는 최근 연구흐름에 토대를 두고 전통적인 설문조사방법에 의해 측정되는 만족도는 소비자가 명시적으로 표현한 만족도(explicit satisfaction)로서 제품/서비스의 사용과정에서 형성된 묵시적 만족도(implicit satisfaction)와 구분될 수 있다는 점을 주장하고 있다. 본 연구에서는 명시적 만족판단 시점에서 명제적 평가(propositional evaluation)가 연상적 평가(associative evaluation)를 반영하는 정도에 따라 묵시적 만족도와 명시적 만족도간 관계가 결정된다는 시각에 토대를 두고, 묵시적 만족도와 명시적 만족도 간 부(-)의 관계에 영향을 미치는 요인으로서 사고정교화(cognitive elaboration)와 관련된 조절효과를 제안하고 있다. 연구 1에서 대학생들을 대상으로 삼아 자신이 재학 중인 대학교에 대해 전통적 설문조사방법을 통해 명시적 만족도를 측정하고 IAT(Implicit Association Test, Greenwald, McGhee and Schwartz 1998)를 통해 묵시적 만족도를 측정한 후, 두 형태의 만족도 간 관계를 확인하였다. 그 결과, 인지욕구 성향이 강할수록 묵시적 만족도와 명시적 만족도는 서로 부(-)의 관계를 갖는 가능성이 높은 것으로 나타났다. 연구 2에서는 대학생들을 대상으로 삼아 전통차에 대한 묵시적 태도를 측정한 후, 명제적 평가를 유도하는 실험을 수행했다. 그 결과, 명제적 평가과정에서 인지적 용량(cognitive capacity)이 풍부한 경우 그리고 자기감시성향(self-monitoring tendency)이 강한 경우 묵시적 태도와 명시적 태도는 부(-)의 관계를 갖는 가능성이 높은 것으로 나타났다. Although previous research showed a positive relationship between satisfaction and repurchase intention when they were measured by respondents` self-reports, it is debatable whether the relationship is real or artifact(Ittner and Larcker 1998; Seiders et a1. 2005). Past studies provide only mixed results of the relationship between satisfaction index and financial performance, which reflects repeat purchasing. The correlation between satisfaction and repeat purchasing tends to be weaker when experiments are used to control confounds that are inherent in the survey method(Szymanski and Henard 2001). These imply that the predictive power of satisfaction might be enhanced when the self-report measure reflects implicit associative evaluations stored in memory, which are accompanied by reliable behavioral predispositions. The present study addresses the relationship between explicit satisfaction, which is measured in terms of what customers explicitly profess under volition, and implicit satisfaction that is measured in terms of associative evaluation that is activated less consciously. The dual-attitude theory delineates implicit attitude from explicit attitude as a distinct construct, suggesting that implicit attitude differs from explicit attitude in the process as well as evaluative representation: whereas explicit attitude is based on propositional reasoning, implicit attitude is based on associative evaluation: and whereas the evaluative representation of explicit attitude is propositional, the evaluative representation of implicit attitude is associative(Gawronski and Bodenhausen 2006 etc.). While people generally have some degree of conscious access to implicit evaluation, it is retrieved with less conscious control compared to explicit propositional evaluation. The cognitive approach to satisfaction implies that satisfaction judgment is based on syllogistic inferences derived from the propositional information of product performance and its discrepancy from comparison standards. However, when satisfaction is conceptualized as evaluative responses to the experience of product, the judgment of satisfaction is supposed to reflect implicit evaluation that is accumulated through the interaction with the product in addition to explicit propositional evaluation. The research of dual attitude in terms of implicit and explicit attitudes argues that people tend to base their propositional evaluations on the propositions that are implied by the affective response to associative evaluations, implying a convergence between explicit satisfaction and implicit satisfaction in the context of consumer satisfaction(Gawronki and Bodenhausen 2006: Nosek 2005). However, explicit and implicit satisfaction may produce distinct, even conflicting, evaluative responses when the automatic activation of associative evaluation is suppressed and/or when the explicit response is altered or biased against the associative evaluation. The present study addresses moderators that determine the relationship between explicit satisfaction and implicit satisfaction. The present study suggests that the influence of implicit associative evaluation on the explicit satisfaction is diluted to the direction that explicit satisfaction is diverged from implicit satisfaction, when the consumer devotes cognitive efforts on the propositional evaluation at the judgment of explicit satisfaction. It is predicted that explicit satisfaction and implicit satisfaction are diverged from each other to the greater extent for those with high need-for-cognition (NFC) than for those with low NFC; and that explicit satisfaction and implicit satisfaction are diverged from each other to the greater extent for those who consider a large number of attributes (``number of attributes``) than those who consider a small number of attributes. Study one was conducted for Korean college students in the context of satisfaction judgment for the university that they are enrolled. Explicit satisfaction was measured by traditional self-report measures with respect to the average value of attribute satisfactions and overall satisfaction. The measure of implicit satisfaction was measured by the Implicit Association Test (IAT), producing the difference in the latency between incompatible test such as ``target (ie., object of satisfaction judgment) + unpleasant/negative words`` and compatible test such as ``target + pleasant/positive words.`` The interaction effect of implicit satisfaction and NFC on explicit satisfaction was significant. Correlation between implicit satisfaction and explicit satisfaction was directionally negative for the high NFC subjects, whereas the correlation was directionally positive for the low NFC subjects. The two correlations were different in a statistical sense. The interaction effect of implicit satisfaction and ``number of attributes` was not significant. On the other hand, when affective response to the university was assessed by traditional self-report measures, the interaction effect of affect and NFC was not significant. Correlation between affect and explicit satisfaction for the high NFC group was not statistically different from the correlation for the low NFC group. The result implies that the divergence between explicit satisfaction and implicit satisfaction is not attributed to the divergence between cognitive and affective components of satisfaction, but is rather attributed to the divergence of the explicit measure of satisfaction from the automatic(vs. controlled) response captured by the implicit measure of satisfaction. Study two was designed to replicate and extend study one. We employed an experiment for the traditional tea as a stimulus product for comparing implicit attitude in terms of associative evaluation and explicit attitude that was developed through propositional evaluation. The participants were asked to evaluate the traditional tea in an explicit manner under the experimental condition of high versus low cognitive capacity. It was predicted that explicit attitude toward the traditional tea would be diverged from implicit attitude under the condition of high (vs. low) cognitive capacity and for those with greater self-monitoring tendency. It was found that both cognitive capacity and self-monitoring tendency moderated the divergence between explicit and implicit attitudes in the direction that was predicted. The results of study two imply that the moderating effect of need-for-cognition between explicit satisfaction and implicit satisfaction is based on the amount of cognitive elaboration devoted on the explicit evaluation of the stimulus and is attributed to the control and over-correction of the biased influence of implicit satisfaction on the judgment of explicit satisfaction.

수유시장의 재래시장 활성화전략 사례

전선규(Sun Kyu Jun),성정연(Jung Yeon Sung) 한국경영학회 2009 Korea Business Review Vol.12 No.3

새로운 유통채널인 전자상거래의 출현 뿐 아니라 기존 백화점과 할인매장의 대형화와 고급화로 인해 재래시장들은 존립 자체에 대한 심각한 위기를 겪고 있다. 우리의 삶의 정서가 담겨진 전통시장으로서 지역상권의 중심역할을 했던 많은 재래시장들이 유통구조의 변화, 소비자 라이프스타일의 변화, 소비자 구매행태의 변화 등에 효과적으로 대응하지 못하면서 경쟁력을 상실하고 있다. 그러나 일부 재래시장들은 시장현대화 사업 및 경영현대화 사업을 통한 시장 활성화전략을 추진함으로써 치열한 경쟁 속에서 틈새를 찾아 경쟁력을 회복하고 있다. 이런 상황에서 재래시장의 쇠퇴원인을 살펴보는 한편, 경쟁력을 되찾아가고 있는 재래시장의 시장 활성화전략을 평가하고 분석하는 것은 마케팅전략을 이해하는데 있어 도움이 될 것으로 본다. 본 사례에서는 서울시에서 선정한 우수재래시장 가운데 수유시장을 대상으로 시장 활성화전략의 추진상황을 소개하고 소비자가치 창출 측면에서 전략적 효과를 분석하는 한편, 문제점과 향후 전략과제를 도출하려고 한다. Traditional markets are faced with a threat from bigger and more upscale retailers such as department stores and discount stores in addition to the emergence of online shops. The declining competitiveness of traditional markets, which used to play a major role in the community, are mostly due to their failures to meet the changes in the channels of distribution, the lifestyle of consumers, and the customer’s purchase pattern. Some traditional markets are nevertheless successful to find a niche and regain their competitiveness through a rebuilding project with respect to the modernization of physical facilities as well as managerial skills. A comparative analysis of a successful traditional market could be of use to diagnose causes and cures for the declining competitivenss of traditional markets. The present study explains the revitalization strategy of Suyu Mart, analyzes its effects on the creation of consumer values, and suggests strategic tasks.

소비자 만족 / 불만족 경험이 향후 정보처리에 미치는 영향

전선규(Sun Kyu Jun),남수현(Su Hyun Nam) 한국소비자학회 2002 소비자학연구 Vol.13 No.2

This study argues that the information processing for a product could vary depending on whether the previous product experience is satisfactory or unsatisfactory. This study suggests that, when the previous experience is satisfactory, the subsequent information processing is exemplar-based one while, when the previous experience is unsatisfactory, the subsequent processing is attribute-based one. In the task of typicality judgment for a new product, the satisfactory versus unsatisfactory previous experience did not make a difference in the reliance on the exemplar-based processing. In the choice task, brand-based processing was used more and attribute-based processing was used less for the satisfactory previous experience than for the unsatisfactory previous experience.

우리나라 소비자 문화의 변화 형태

전선규(Sun Kyu Jun) 한국마케팅학회 1996 마케팅연구 Vol.11 No.1

속성중심적 광고와 범주중심적 광고가 종합잡지와 전문잡지 광고에서 상표태도형성에 미치는 영향

전선규(Sun Kyu Jun) 한국마케팅학회 1999 마케팅연구 Vol.14 No.2

본 연구는 다양한 주제를 포괄하는 종합잡지에 비해 공통된 주제를 중심으로 편집된 전문잡지의 기사내용이 잡지 속에 포함된 광고정보의 처리과정에서 연계적 사고의 정교화(associative elaboration)를 촉진한 다는 전제에 토대를 두고 전문잡지 기사가 광고정보처리에 미치는 배경효과(context effects)를 주장하고 있다. 본 연구에서는 전문잡지의 기사라는 배경정보에 대한 노출이 광고내용에 대한 기억과 재인에 영향을 미치게 되고 또, 광고형태를 속성중심적 광고와 범주중심적 광고로 구분할 때 속성중심적 광고가 광고내용의 기억과 재인 및 제품에 대한 호의적 판단에 더 효과적이라는 것을 가설로 제안하고 있다. 실험결과, 전문잡지 속에서 광고에 노출된 경우에는 종합잡지 속에서 광고에 노출된 경우에 비해 올바른 광고내용에 대한 적중률(hit rate)에는 차이가 없었으나 부정확한 내용 특히, 해당제품이 속하는 범주에 대한 일반적 정보를 광고내용으로 잘못 판별하는 오인율(false-alarm rate)이 더 높은 것으로 밝혀졌다. 또 전문잡지의 광고로는 범주중심적 광고보다는 속성중심적 광고가 광고내용의 기억을 더 촉진하고 올바른 광고내용에 대한 적중률을 향상시키며, 호의적 상표태도 및 신념 형성에 더 효과적인 것으로 나타났다.

소비자 만족판단과정에서 성별효과

전선규(Sun Kyu Jun),최영진(Young Jin Choi),이학식(Hak Sik Lee) 한국마케팅학회 2007 마케팅연구 Vol.22 No.3

잡지광고에 반영된 문화적 상표연상

전선규(Jun Sun Kyu) 한국마케팅학회 2003 마케팅연구 Vol.18 No.4

본 연구의 목적은 광고를 통한 문화적 상표포지셔닝전략(cultural brand positioning)에 의해서 형성되는 상표연상(brand association)을 상표개성(brand personality) 측면에서 알아보는 데 있다. 본 연구에서는 문화적 상표포지셔닝전략을 한국문화적 상표포지셔닝전략, 세계문화적 상표포지셔닝전략, 그리고 외국문화적 상표포지셔닝전략으로 구분하고 한국의 여성잡지에 실린 광고를 분석대상으로 삼아 각 유형의 상표포지셔닝전략에 따라 형성되는 상표개성을 비교분석하였다. 상표개성을 `세련됨(sophisticated)`, `여성스러움(femininity)`, 그리고 `성실함(sincenity)` 등 세 가지 요소로 구분할 때, 한국문화적 상표포지셔닝전략이 실현된 광고의 상표에 비해 세계문화적 상표포지셔닝전략이 실현된 광고의 상표가 `세련됨` 측면의 상표개성을 더 강하게 연상시킬 수 있는 것으로 나타났다. 외국문화적 상표포지셔닝전략을 미국문화적 상표포지셔닝전략과 프랑스문화적 상표포지셔닝전략으로 구분하였는데, 민국문화적 상표포지셔닝전략과 프랑스문화적 상표포지셔닝전략이 실현된 광고는 세계문화적 상표포지셔닝전략이 실현된 광고에 비해 상표개성의 차이가 없는 것으로 나타났다. 한편, 프랑스문화적 상표포지셔닝전략이 실현된 광고는 미국문화적 상표포지셔닝전략이 실현된 광고에 비해 `여성스러움` 측면의 상표개성을 더 강하게 연상시키는 것으로 나타났다. The purpose of the present study is to investigate brand associations in terms of brand persodty created by cultural brand positioning strategy. In the present study, cultural brand positioning strategy is distinguished into local cultural positioning strategy, global cultural positioning strategy, and foreign cultural positioning strategy. Comparative analysis is conducted regardmg the brand personality created by each type of cultural pxitioning strategy that is executed in the advehsement of Korean women`s monthly magazines. As the brand personahty consists of three factors such as `sophisticated`, `femininity`, and `sincerity`, the `sophisticated` factor is associated with brands advertised in the context of global cultural positioning strategy more strongly than those advertised in the context of local cultural positioning strategy. The brand personality created by the American cultural positioning strategy or by the French cultural positioning strategy is not different from that created by the global cultural positioning strategy. On the other hand, the `femininity` is more strongly associated with brands advertised in the context of French cultural positioning strategy than those advertised in the context of American cultural positioning strategy.

세계문화적 포지셔닝 광고에 함축된 이지적 상표개성과 소비자 자아개념 및 관여도의 상호작용효과

전선규 ( Sun Kyu Jun ) 한국소비자학회 2006 소비자학연구 Vol.17 No.2

배경자극과 표적제품 간 유사성에 따른 동화 및 대조효과

정유정 ( Yoo Jeong Jeong ),전선규 ( Sun Kyu Jun ) 한국소비자학회 2010 소비자학연구 Vol.21 No.1