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오현석(Hyun-Seok Oh),전홍식(Hongsik J. Cheon) 한국유통과학회 2019 한국유통과학회 학술대회 논문집 Vol.2019 No.1
Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female =39%) were divided into groups and exposed to one of the eight scenarios. Participant’s purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and
고등교육 경험이 학습역량에 미치는 영향: S대학의 사례를 중심으로
오민아(Minah Oh),전홍식(Hongsik J. Cheon) 한국경영교육학회 2020 경영교육연구 Vol.35 No.5
[연구목적] 본 연구는 S대학의 학습역량 분석을 바탕으로 데이터 기반의 고등교육 성과관리 방향성을 탐색하고자 하였다. [연구방법] 학습역량 척도를 S대학의 교육성과 진단도구로 장기적으로 활용할 수 있는지 살펴보고자 신뢰도와 타당도를 검증하였고 다집단 확인적 요인분석을 수행하여 측정의 동일성을 검증하였다. 이후 학습역량의 변화를 살펴보고자 총 9개의 가설을 도출하였고 이를 검증하기 위하여 일원변량분석, 내재된 이원변량분석 및 기술통계 분석을 수행하였다. [연구결과] S대학 학습역량 진단도구의 측정의 동일성이 확보되었다. S대학 재학생은 학년이 올라갈수록 학습역량이 전반적으로 상승하였고 모든 학년의 학습역량이 시간이 지날수록 높아지는 경향성을 나타냈다. 전공계열에 따라 학습역량 성장 수준이 차별적으로 나타났다. [연구의 시사점] 본 연구의 가장 큰 의의는 적절한 데이터를 통하여 대학교육의 질 관리를 실증적으로 검증할 수 있으며 이를 위한 시스템 구축이 필요함을 밝혔다는 데 있다. [Purpose] The purpose of this study was to explore the direction of data - based higher education’s quality management by analyzing the level of learning competency focusing on the case of S university. [Methodology] In order to examine the learning competency scale could be used as a diagnostic tool for educational outcomes of S university over the long term, we examined reliability and validity of the scale and performed multi-group confirmatory factor analysis to verify the invariance of the measurement. Nine hypotheses were built to analyze change of the learning competency and one-way variance analysis, nested two-way variance analysis and descriptive statistics were performed. [Findings] As a result of the study, the measurement invariance of the scale was confirmed. The level of learning competency increased overall as the grade goes up and every grade’s learning competency increased as time goes on. According to the major, the level of learning competency’s change differed. [Implications] This study revealed that the effectiveness of higher education’s quality management could be verified empirically through appropriate data, and that it is necessary to establish a system for this.
오현석(Hyun-Seok Oh),전홍식(Hongsik J. Cheon) 한국유통학회 2019 International Forum on Business Convergence (IFBC) Vol.2019 No.-
Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female =39%) were divided into groups and exposed to one of the eight scenarios. Participant’s purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and the purchase intentions of non-essential goods increase under high retailtainment. Conclusions - When customers buy essential goods, discounts decrease purchase intentions. During the season for bargain sales, purchase intentions increase when retailtainment of essential goods is low, and retailtainment of non-essential goods is high.