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      • 산업마아케터의 산업재 시장세분화 접근방법의 지각에 관한 연구

        하헌국,전귀연,하헌동 東國大學校 1991 東國論叢 Vol.30 No.-

        The purpose of this study was to identify superior industrial market segmentation variables by various marketing research techniques on the basis of marketing concept at personal computer market of Korea. In order to achieve the macro aim of this study, this study deduced hyphtheses from the existing segmentation theories and evidences in analytical world as well as in empirical study. Total of 2 hypotheses were extracted and classified as identifying better variables in appropriateness and easiness with seven segmentation purposes. This study selected industry, number of employees as firm size and the level and function fo management, as macrosementation variables and purchase criteria, perceived innovativeness and perceived risk as microsegmentation variables. After getting questionnaires of 127 individuals in 39 selling firms, followings were found. 1. Regardless of segmentation purposes, microsegmentation variables were higher than macrosegmentation variables in degree of appropriateness. 2. Regardless of segmentation purposes, macrosegmentation variables are higher than microsegmentation variable in degree of easiness.

      • 기업의 위험추구성이 종업원 개인의 위험추구성에 미치는 영향에 관한 연구 : 조직구매 상황을 중심으로 Centered on Organizational Buying Behavior

        하헌국,신승중,전귀연,하헌동 東國大學校 1992 東國論叢 Vol.31 No.-

        The urpose of this study was to prove the causal relationshi of perceived risk of the firm to that of the employee. Also this study investigated the source of perceived risk of the firm by proving the relationship. The samples of this study was the firms that newly bough over 3 personal computers within five years from the survey period. The sampling method was stratified random sampling. In order to achieve the aim of this study, this article deduced hypotheses from the existing theories and evidences in analytical world as well as in empirical study. The statistical method of testing hypotheses were the regression analyses and correlation analyses. The research findings are as follows ; 1. The perceived risk of the firm affected the perceived risk of the employee. 2. The higher in management level, the closer to the perceived risk of the firm. 3. The perceived risk of information system/data processing department was close to the erceived risk of the firm. Based on the following research findings, industrial marketers of personal computer should approach to higher level of management and the employee of information system data processing department, if possible.

      • 기업의 혁신성이 종업원 개인의 혁신성에 미치는 영향에 관한 연구 : 조직구매 상황을 중심으로

        하헌국,신승중,전귀연,하헌동 동국대학교 경주대학 1992 東國論集 Vol.11 No.-

        The purpose of this study was to prove the sausal relationship of perceived innovativeness of the firm to that of the employee. Also this study investigated the source of perceived innovativeness fo the firm by proving the relationship. The sample of this study was the frims that newly bought over 3 personal computers whithin five years from the survey period. The sampling method was stratified random sampling. In order to achieve the aim of this studk this article deduced hypotheses from the existing theories and evidences in analytical worldas well as in empirical stydy. The statistical methods of testing hypotheses were the regression analyses, and the correlation analyses. 1. The perceived innovatineness of the firm affected the perceived innovativeness of the employee. 2. The perceived innovativeness of the firm more affected the perceived innovativeness of the employee in case of not having standariged policy. 3. The higher in management level, the closer to the perceived innovativeness of the firm. 4. The perceived innovationess of information system/data-processing department was close to the perceived innovativeness of the firm. Based on the following research findings, industrial makreters of personal computer should approach to higher level of management and the employee of information system/data-processing department, if possible.

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