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증권업의 온라인과 오프라인간 가격수용범위(latitude of Price acceptance)차이에 관한 연구
홍재원(Hong.Jae Weon),곽영식(Young Sik Kwak) 한국마케팅과학회 2004 마케팅과학연구 Vol.13 No.-
온라인 주식거래 고객은 증권사사이트 간 거래의 차별성이 적고, 전환비용(switching cost)이 낮기때문에 거래증권사를 바꾸기 쉽다는 특징이 있다. 반면, 오프라인 주식거래 고객은 온라인 거래에 비해 영업직원의 밀착 서비스를 받기 때문에 수수료가 더많고, 거래를 위한 시간적 비용도 더 지블해야 하기 때문에 비교적 전환비용이 높으며, 이에 따른 상표 충성도도 온라인에 비해 높다. 이러한 전환비용과 충성도는 주식거래 수수료를 변경할 경우, 그회사와 거래를 지속할 것이지 혹은 다른 회사로 이탈할 것인지에 대한 의사결정에 영향을 주게 된다. 그러면, 증권사의 수수료 수준에 따라 고객이 유지 혹은 이탈의도를 나타내는 가격탄력도는 얼마일까?그리고, 이러한 가격탄력도가 온라인과 오프라인에서는 어떻게 달라질까? 이를 알아보기 위해 결합분석에 의한 개별 가격반응함수를 도출하고, 각 가격대별 선택확률간의 차이 발생여부에 따라 현재가격에서 가격을 올리거나 내려도 증권거래량이 변화하지 않는 가격수용범위(latitude of price acceptance)를 측정하여 온라인과 오프라인에서의 차이를 비교하였다. 그 결과, 현재가격을 준거가격(reference price)으로 한 경우, 사이트의 수수료를 인상하여도 주식거래량에 유의한 차이가 나지 않는 가격수용범위가 오프라인이 온라인보다 더 넓은 것으로 나타났다. 이러한 결과는 증권 사이트 간 차이가 적고, 사이트 간 전환비용이 낮은 주식온라인거래의 특성이 반영된 것으로 판단된다. 이 연구의 의의로는 학술적 측면에서 제품에 적용하고 있는 가격수용범위의 측정방법을 증권업에 상표별로 확대 제시하였다는데 공헌점이 있으며, 더나가 온라인과 오프라인이라는 매체 특성에 따라 가격수용범위의 길이가 차이가 있음을 실증분석하는 결과를 제시하였다. 실무측면에서는 마케터 자신의 증권사이트에 해당하는 상표별 가격수용범위를 확인하고, 이 범위 안에서 가격인상만으로도 이익을 향유할 수 있는 기회를 제공하였다. Although the factors that affect the width of latitude of price acceptance is well documented, the attempt to develop a practice-oriented methodology to calibrate the region of price insensitivity (i.e., a latitude of price acceptance) for a given individual brand has been relatively rare. The researcher aims to try to full this gap by developing a conjoint analysis-based procedure that can be applied to many industries. Furthermore, we examine the difference in the latitude of price acceptance between on- and off-line transaction in stock industry in Korea. The conjoint analysis-based procedure was applied to measure the disaggregate price response curve for individual stock investment both on- and off line transaction channel. The curves from the samples enable us to estimate the individual choice probabilities corresponding to applied price points. Using t-test the differences in mean choice probabilities between the list price and another price point were tested, through which we can get the latitude of price acceptance for a given brand in stock market. These procedures were tested in on- and off-line stock market in South Korea. The results showed that investors on off-line channel have wider latitudes of price acceptance than the investors on on-line transaction system.
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반려동물에 대한 태도와 자아존중감, 힐링, 양육충성도의 관계 연구
홍재원 ( Jae Won Hong ),문재영 ( Jae Young Moon ),엄승섭 ( Seung Sub Eum ) 경희대학교 경영연구원 2015 의료경영학연구 Vol.9 No.1
Recently, interest in companion animals continues to rise among the people. It would give human a positive effect on the emotional side. In this study, we have explored the relation of consumer``s attitude for companion animals, and their self-esteem, healing and loyalty. Through this, we want to find the possibility to heal the mental and physical health in the daily life of modern people. As the result, all hypotheses proposed were statistically significant. The results can be summarized as following. First, the attitude of consumer for companion animals influence on self-esteem and healing positively. This means that positive attitude formed between the companion animal and human through continuous bond play an important role to enhance the self-esteem. Second, the self-esteem of the consumer was found to have a positive impact on consumer healing. In particular, self-esteem had a greater impact on healing than attitudes for the companion animal. This means that people have to put an emphasis on self-esteem through keeping the companion animals. Third, consumer healing have a positive impact on loyalty. This research contribute to understanding the relationship between companion animal and human.
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구매의사결정 영향력 수준에 따른 품질과 만족의 관계 연구 -B2B 의료기기 시장을 중심으로-
홍재원 ( Jae Won Hong ),문재영 ( Jae Young Moon ) 경희대학교 경영연구원 2016 의료경영학연구 Vol.10 No.2
Objectives: The objective of this paper is to find out how corporate and agency quality effect on user satisfaction as buying influence level in B2B market of medical instrument. Methods: An empirical study is to analyze quality effect on user satisfaction by structural equation modeling. Data were collected from medical device user in hospital. Results: The results of this study indicate that corporate and agency quality different effect on user satisfaction as buying influence level. Both of corporate product and service quality positive effect on agency quality and user satisfaction. And agency quality have partial mediation effect on relation between corporate quality and user satisfaction. Conclusion: This study show to provide new perspective on quality manage system between corporate and agency to increase user satisfaction in medical device market.
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항공사 기내 서비스 속성이 고객만족과 추천에 미치는 차별적 영향
홍재원(Hong, Jae Won),박승배(Park, Seung Bae) 한국서비스경영학회 2016 서비스경영학회지 Vol.17 No.2
This study investigates the impact of cabin service attributes on customer satisfaction and the recommendation using an online review data of air service users. The results of the analysis are summarized in some of the features, such as the following. First, as in the previous studies, the attributes of the cabin service affect customer satisfaction and recommendation. In customer satisfaction, seat comfort, face-to-face service of employees, food that has been provided, a relatively wide variety of attributes, air service price are taken into account. In the recommendation, such as face-to-face services of employees and air service prices, relatively limited attributes is found to have been considered. Secondly, the business class customers and the economy class customer is different consideration factor of customer satisfaction and recommendation in terms of seat grade. The value of the paid money is considered important to the recommendation and satisfaction for the business class customers. But the economy class customer consider various attribute, such as the value of the paid money, seat comfort, face-to-face service of employees, food that has been provided. Third, In terms of the magnitude of the impact, air service price is greater than the service of the employee on customer satisfaction. But the service of the employee is greater than air service price on recommendation.
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프라이버시 염려가 인터넷 활동에 미치는 영향에 있어 보안능력의 조절효과
홍재원(Jae-Won Hong) 한국컴퓨터정보학회 2020 韓國컴퓨터情報學會論文誌 Vol.25 No.1
본 연구에서는 한국미디어패널조사 데이터를 이용하여 프라이버시 염려가 인터넷 활동성에 미치는 영향에 있어 보안역량의 조절효과를 탐색하였다. 이를 위해 2(프라이버시 염려 고/저) X 2(보안역량 고/저) 집단 간 실험설계를 적용하여 총 4개의 집단을 대상으로 5가지 유형의 인터넷 활동성에 대한 분산분석을 실시하였다. 그 결과, 프라이버시 염려는 인터넷 활동성에 주 효과로 작용하는 것으로 나타났으며, 보안역량은 이 관계에서 조절적 역할을 하는 것으로 나타났다. 이는 프라이버시 염려가 있음에도 불구하고 인터넷을 통한 편익을 누리기 위해 개인정보 침해를 무릅쓰고 혹은 방어하며 인터넷 활동을 하기 때문인 것으로 판단된다. 본 연구는 최근 이슈가 되고 있는 프라이버시 역설에 대한 쟁점을 인터넷 활동의 유형 측면에서 조명하고 있다는데 학문적 의의가 있다. 또한 인터넷으로 연결된 사회 속에서 표현의 자유를 추구하는 개인들의 온라인 활동을 담보하기 위해서는 무엇보다 보안역량 제고를 위한 실무적 노력이 필요함을 시사한다. This study explored the moderating effects of security ability on the influence of privacy concerns on internet activity using Korea media panel survey data. To this end, we applied between-subjects factorial design between 2 (privacy concern high / low) × 2 (security ability high / low) groups and compared five types of internet activity among four groups by variance analysis. As a result, privacy concerns have a main effect on internet activity, and security ability have a moderating role in this relationship. Despite the privacy concerns, people do their internet activities in order to enjoy the benefit from the internet. This study have academic implication in that it focus on the issue of privacy paradox in terms of the type of internet activity. In addition, practical implications are that, in order to activate online activities of individuals in an internet-connected society, efforts for enhancing their security abilities are necessary.
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항공사 기내 서비스 속성이 고객만족과 추천에 미치는 차별적 영향
홍재원(Hong, Jae Won),박승배(Park, Seung Bae) 한국서비스경영학회 2016 한국서비스경영학회 학술대회 Vol.2016 No.5
This study investigate the impact of cabin service attributes on customer satisfaction and the recommendation using an online review data of air service users. The results of the analysis are summarized in some of the features, such as the following. First, as in the previous studies, the attributes of the cabin service affect customer satisfaction and recommendation. In customer satisfaction, seat comfort, face-to-face service of employees, food that has been provided, a relatively wide variety of attributes, air service price are taken into account. In the recommendation, such as face-to-face services of employees and air service prices, relatively limited attributes is found to have been considered. Secondly, in terms of seat grade, the business customers and the economy customer differ in consideration factor of customer satisfaction and recommendation. In the business customers, Value of the paid money is considered important to the recommendation and satisfaction. But the economy customer consider various attribute, such as value of the paid money, seat comfort, face-to-face service of employees, food that has been provided. Third, In terms of the magnitude of the impact, air service price is greater than the service of the employee on customer satisfaction. But the service of the employee is greater than air service price on recommendation.
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