가맹본부의 리더십 유형과 가맹사업자의 매출과의 관계에 관한 실증적 연구 : 관계결속의 매개효과와 동기의 조절효과를 중심으로

양회창(Yang, Hoe-Chang),이영철(Lee, Young-Chul) 한국유통과학회 2009 한국유통과학회 학술대회 논문집 Vol.2009 No.-

This study explores the relationships among franchisor's leadership style, franchisee's revenue, and commitment The main purpose of this study is when the causal relationship between leadership style and revenue to determine the mediating effect of commitment and when causal relationship between leadership style and commitment to determine the moderating effect of motivation. The results of the study show that franchisor's leadership styles are significantly related to franchisee's revenue. Although all leadership styles exhibit significant relationships with franchisee's revenue, only achievement oriented leadership style plays a significant role in the formation of franchisee's revenue. The level of franchisee's intrinsic motivation is significantly moderated between franchisor's supportive leadership style and commitment. It is also revealed that commitment exhibit complete or partial mediation effect in the relationships between franchisor's all leadership style and franchisee's revenue. Implications and future research directions are also discussed.

개인주의-집단주의 성향이 조직몰입과 혁신행동에 미치는 영향

양회창(Hoe-Chang Yang),김찬형(Chan-Hyoung Kim),조희영(Hee-Young Cho) 피터드러커 소사이어티 2020 창조와 혁신 Vol.13 No.1

본 연구는 조직 구성원들의 성향과 인지하는 고용관계특성이 조직발전을 위한 몰입 정도와 혁신행동에 미치는 영향을 확인함으로써 기업차원에서 필요한 인재 획득을 위한 정보를 제공하고 구성원들을 지원할 수 있는 방향을 모색하고자 하였다. 이를 위해 본 연구에서는 구성원의 가치성향을 개인주의와 집단주의로 구분하고 고용관계특성과 조직몰입 및 혁신행동 간에 구조화된 연구모형을 설정하였다. e-mail을 통해 회사원 141명의 유효응답을 획득하고, 회귀분석, 다중회귀분석 및 3단계 매개회귀분석을 통해 가설을 검증하였다. 분석결과 구성원들의 개인주의-집단주의 성향은 각각 고용관계특성에 긍정적인 영향을 미치는 것으로 나타났으며, 구성원들의 집단주의 성향이 고용관계특성에 더 긍정적인 영향을 미치는 것으로 확인되었다. 한편 고용관계특성은 구성원들의 성향과 조직몰입, 혁신행동 각각의 관계에서 모두 매개효과가 있는 것으로 확인되었다. 따라서 기업은 구성원들이 우리라는 개념을 획득할 수 있도록 정보 공유와 참여가 가능한 시스템을 구축하여야 하며 구성원들이 긍정적인 고용관계특성을 인지할 수 있도록 다양한 지원활동을 수행함으로써 조직몰입과 혁신행동을 향상시킬 수 있을 것이다. The purpose of this study is to find the direction to provide information and acquire the necessary talents at the corporate level by identifying the tendency of the members of the organization and the characteristics of perceived employment relationships on the level of commitment and innovation behavior for organizational development. To this end, in this study, the value inclination of members was divided into individualism and collectivism, and a structured research model was established between the sub-factors of employment relationship characteristics and organizational commitment and innovation behavior. A total of 141 effective questionnaire were obtained through e-mail, and the hypothesis was verified using regression analysis, multiple regression analysis, and 3-step regression analysis. As a result of analysis, it was confirmed that the value inclination of each member had a positive effect on the characteristics of the employment relationship. In particular, it was found that the tendency of the collectivism of the members had a more positive effect on the characteristics of the employment relationship. On the other hand, the characteristics of employment relations were found to have a mediating effect in each relationship between members tendency and organizational commitment, innovation behavior, respectively. Therefore, companies should build a system that allows information sharing and participation so that members can acquire the concept of “we”. In addition, it is necessary to improve organizational commitment and innovation through various education and support activities so that employees can recognize the positive characteristics of employment relations.

전문대학 신입생의 개인특성이 대학적응 만족도에 미치는 영향

양회창(Hoe-Chang Yang),김중호(Jung-Ho Kim),정연옥(Yeonok Chung) 인문사회과학기술융합학회 2018 예술인문사회융합멀티미디어논문지 Vol.8 No.7

본 연구는 최근 진로이론에서 주목받고 있는 사회인지 진로이론에 주목하고 전문대학 신입생들의 개인적 변인, 인지적 변인 및 환경맥락적 변인들을 구조화한 연구모형으로 구성하여 전문대학 신입생들의 대학적응 만족도를 높임으로써 우리 사회에 건전한 전문직업인 양성에 도움을 주고자 한 것이다. 이를 위해 J대학 학생상담센터에서 대학 포털을 활용하여 조사한 총 8개 학부 30개 학과의 신입생 2,212명의 자료를 활용하여 단순회귀분석, 다중회귀분석, 위계적 조절회귀분석, 3단계 매개회귀분석을 실시하였다. 분석결과 신입생들의 개인적 변인 및 인지적 변인인 자존감, 효능감, 성취동기는 각각 대학생활 기대수준에 긍정적인 영향을 미치며, 대학생활 기대수준은 대학적응 만족도를 높이는데 상당한 기여를 하는 것으로 나타났다. 한편 OT 만족도 또한 대학생활 기대수준을 높이는 중요한 요인이며, 대학생활 기대수준은 신입생들의 개인차원 변수들과 대학적응 만족도 간에서 만족도를 높이는 중요한 요인임을 확인하였다. 연구결과 신입생들이 입학한 후 1~3주 기간에 각 학과들과 대학수준의 자존감, 성취동기 및 효능감을 높일 수 있는 교수법과 다양한 비교과과정 프로그램 참여가 필요함을 알 수 있었다. 또한 신입생들의 오리엔테이션 프로그램 점검과 함께 대학에 대한 기대수준이 어떠한지 정확하게 측정하고 신입생들의 기대에 일치할 수 있는 다양한 노력이 필요함을 알 수 있었다. This study aimed to enhance new college students satisfaction with their adaptation to a college, and therefore, contribute to sound and professional training in our society by focusing on social cognitive career theory which has been recently highlighted and organizing individual, cognitive and environmental contextual variables into a structured research model. To this end, it conducted simple regression, multiple regression, hierarchical moderated regression analysis and three steps of mediating regression analysis, by using the data of 2,212 new college students enrolled in 30 majors of a total of 8 departments, who were examined by the students counseling center through the college portal in J College. The findings showed that new students self-esteem and self-efficacy and achievement motivation, which belong to individual and cognitive variables, had positive effects on their expectations for campus life which, in turn, made significant contributions to the enhancement of satisfaction with adaption to the college. Meanwhile, their satisfaction with OT was also an important factor for increasing their expectations for campus life which, in turn, was important factor for increasing individual variables and satisfaction with adaptation to the college. From the results of this study, it could be found that it would be necessary for new students to participate in a variety of extra-curricular programs and there should be teaching methods for enhancing their self-esteem, self-efficacy and achievement motivation in each major of the college for one-three weeks after they entered the college. In addition, it was also confirmed that various efforts to meet expectations of new students were required along with a check of orientation program for them as well as an exact measurement of their expectations for the college.

여성들의 쇼핑가치가 프리미엄 가격지불의도와 구매의도에 미치는 영향: 세대간 차이와 체면민감성 매개효과

양회창 ( Hoe-chang Yang ),김영이 ( Young-ei Kim ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: This study investigated effects of not only social face sensitivity between Y generation and silver generation of women but also women``s shopping values upon hyper market use intention as well as premium paying intention to find out marketing conditions of women customers`` target group. Research Design, Data, and Methodology: The subject was women members of ``P`` Culture Center. The study classified shopping values into hedonic value and practical use value to give model that social face sensitivity could play role at relation between premium paying intention and buying intention. Not only regression but also 3-stage mediating regression was used. Results: This study investigated effects of 50 years old or higher women``s social face sensitivity and shopping values upon premium price paying and use intention of hyper market to find out marketing conditions for buying promotion and premium products sales at hyper markets. Not only practical use value but also hedonic value had positive influence upon social face sensitivity, and social face sensitivity had positive influence upon buying intention and premium paying intention as well. Social face sensitivity was partially mediated between buying intention and hedonic value to have no difference of variables between generations. Conclusion: The study gave implication that preceding shopping value promotion for women customers of hyper markets could stimulate social face desire. The implications were: First, not only practical use value but also hedonic value had close relation with social face sensitivity. Second, social face sensitivity was found to increase buying intention as well as premium price paying intention. Third, social face sensitivity was partially mediated in buying intention and hedonic values. Fourth, the study expected of difference of shopping value, social face sensitivity, premium price paying intention and buying intention between Wine generation and silver generation from age of sixty four.

대학생들의 관점에서 대형마트의 마케팅 커뮤니케이션이 점포충성도에 미치는 영향 : 가치의 조절효과와 소비감정의 매개효과

양회창(Yang, Hoe-Chang),이연수(Lee, Yeun-Soo),권초롱(Kyun, Cho-long) 한국유통과학회 2011 한국유통과학회 학술대회 논문집 Vol.2011 No.-

본 연구는 대학생들의 관점에서 대형마트의 마케팅 커뮤니케이션이 점포충성도에 미치는 영향과 가치가 마케팅 커뮤니케이션과 점포충성도 간에 조절하는지와 함께 대형마트에 대한 대학생들의 소비감정이 마케팅 커뮤니케이션과 점포충성도를 매개하는지를 밝히기 위한 목적으로 접근하였다. 특히 미래의 소비자인 대학생들의 관점에서 구성한 연구모델을 분석함으로써 장기적인 차원에서 대형마트가 경쟁력 강화를 위해 얻을 수 있는 단서를 찾고자 하였다. 이를 위해 마케팅 커뮤니케이션의 각 요인들로는 선행연구를 근거로 광고, 퍼블리시티, 판매촉진, 구전, 물리적 환경을 채택하였으며, 가치는 쾌락적 가치와 실용적가치로 나누어 분석하였다. 연구 결과는 다음과 같다. 첫째, 대형마트의 마케팅 커뮤니케이션 각 요인들이 점포충성도에 미치는 영향을 분석한 결과 광고, 퍼블리시티, 판매촉진, 구전, 물리적 환경의 각 요인들이 모두 통계적으로 유의미한 정(+)의 영향을 미치는 것을 확인하였다. 둘째, 대형마트의 마케팅 커뮤니케이션 각 요인들과 점포충성도의 관계에서 쾌락적 가치와 실용적 가치의 조절효과를 검증한 결과 유일하게 퍼블리시티와 점포충성도간에 실용적 가치만이 통계적으로 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 셋째, 마케팅 커뮤니케이션의 각 요인들과 점포충성도의 관계에서 소비감정의 매개효과를 검증한 결과 판매촉진을 제외하고 모든 요인들이 완전 매개 또는 부분 매개함하는 것으로 나타났다. 이는 소비감정이 점포충성도를 높이는데 중요한 요인임을 시사하고 있으며 대형마트들이 긍정적 소비감정의 증대를 위한 노력을 하여야 함을 의미한다고 판단된다. 말미에는 이 연구결과를 통해 얻을 수 있는 영향과 향후 연구 방향을 제시하였다. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. This study also examined for moderating effect of consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order th verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement, publicity, sales promotion, word of mouth and physical environment for marketing communication in the discount store have statistically significant positive effect on store loyalty. And, publicity for marketing communication have only statistically significant negative moderating effect on store loyalty. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant full mediated(advertisement) and partial mediated(publicity, word of mouth and physical environment). This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. Implications and future research directions are also discussed.

LDA 알고리즘을 이용한 프랜차이즈 연구 동향에 대한 토픽모델링 분석

양회창(Hoe-Chang YANG) 한국프랜차이즈경영학회 2021 프랜차이즈경영연구 Vol.12 No.4

Purpose: This study aimed to derive clues for the franchise industry to overcome difficulties such as various legal regulations and social responsibility demands and to continuously develop by analyzing the research trends related to franchises published in Korea. Research design, data and methodology: As a result of searching for franchise in ScienceON, abstracts were collected from papers published in domestic academic journals from 1994 to June 2021. Keywords were extracted from the abstracts of 1,110 valid papers, and after pre-processing, keyword analysis, TF-IDF analysis, and topic modeling using LDA algorithm, along with trend analysis of the top 20 words in TF-IDF by year group was carried out using the R-package. Results: As a result of keyword analysis, it was found that businesses and brands were the subjects of research related to franchises, and interest in service and satisfaction was considerable, and food and coffee were prominently studied as industries. As a result of TF-IDF calculation, it was found that brand, satisfaction, franchisor, and coffee were ranked at the top. As a result of LDA-based topic modeling, a total of 12 topics including “growth strategy” were derived and visualized with LDAvis. On the other hand, the areas of Topic 1 (growth strategy) and Topic 9 (organizational culture), Topic 4 (consumption experience) and Topic 6 (contribution and loyalty), Topic 7 (brand image) and Topic 10 (commercial area) overlap significantly. Finally, the trend analysis results for the top 20 keywords with high TF-IDF showed that 10 keywords such as quality, brand, food, and trust would be more utilized overall. Conclusions: Through the results of this study, the direction of interest in the franchise industry was confirmed, and it was found that it was necessary to find a clue for continuous growth through research in more diverse fields. And it was also considered an important finding to suggest a technique that can supplement the problems of topic trend analysis. Therefore, the results of this study show that researchers will gain significant insights from the perspectives related to the selection of research topics, and practitioners from the perspectives related to future franchise changes.

분석방법 이슈

양회창(Hoe-Chang Yang),조희영(Hee-Young, Cho) 인문사회과학기술융합학회 2018 예술인문사회융합멀티미디어논문지 Vol.8 No.9

본 연구는 최근까지 학위논문 및 학술지 논문 중 실증논문에 대한 심사과정에서 인구통계적 특성의 통제방법에 대한 심사자들 간의 논쟁에 주목하였다. 구체적으로 인구통계적 특성이 명목변수이거나 서열변수이기 때문에 더미변수화하여야 한다는 주장과 비록 명목변수이거나 서열변수이지만 구체적인 비교가 아닌 응답자 간의 일반화를 위한 목적인 경우에는 그대로 투입해도 무방하다는 논쟁은 지금까지도 많은 연구자들과 학위취득을 위한 학생들에게 혼란스러운 이슈이기 때문이다. 이를 위해 학위논문 및 학술지 게재논문 14편을 연구자의 동의를 얻어 인구통계적 특성을 통제하지 않았을 때, 더미변수화하여 통제하였을 때, 명목변수를 그대로 투입하여 통제하였을 때의 비표준화계수와 표준화계수를 대응표본 t-검정을 통해 비교하였다. 분석 결과 인구통계적 특성을 통제하는 것이 바람직하며, 특성에 대한 차이를 정교화하기 위한 목적이 아닌 경우에는 명목변수를 그대로 투입하여 통제하여도 큰 차이가 없는 것으로 결론내릴 수 있었다. 그러나 분석대상 논문 편수가 너무 작고 수리통계적 관점에서의 접근이 이루어지지 않은 점에 대해서는 추후 보완할 필요가 있다. This study focused on disputes about controls of demographic characteristics among judges, in the examination of empirical theses among master s theses and treatises. In particular, one argument that demographic characteristics are nominal or ordinal variables, so they should be turned into dummy variables and the other one that although they are nominal or ordinal ones, they can be input as it is, only for generalization among responders, not for a specific comparison are chaotic issues so far for researchers and students with academic degrees. In order to resolve this problem, this study acquired demographic characteristics from 14 master s theses and publicized treatises by gaining researcher s approval, and compared standardized and non-standardized coefficients by using a paired t-test, when they were not controlled, when they were controlled by turning them into dummy variables and when they were controlled by inputting nominal ones as they are. The findings show that it is desirable to control demographic characteristics and there are no significant differences, even when they are controlled by inputting nominal ones as they are, not for articulating differences in characteristics. However, it will be necessary to compensate too low number of theses and current approach that is not derived from the perspective of mathematical statistics.

가맹본부의 리더십 행동유형과 가맹사업자의 관계결속에 관한 실증적 연구

양회창(Yang Hoe-Chang),이영철(Lee Young-Chul) 한국유통학회 2010 流通硏究 Vol.15 No.1

본 연구는 가맹사업자의 자기효능감에 주목하여 정부가 예비가맹사업자들을 보호하기 위해 가맹본부에 다양한 규제와 정책을 사용하는 것이 최선의 방법이 아니라는 것에 관심을 두고 있다. 본 연구에서는 경로-목표이론(path-goal theory)에서 제시한 가맹본부의 리더십 행동 유형과 가맹사업자의 관계결속의 영향관계에 있어서 가맹사업자의 특성으로 자기효능감의 조절효과를 규명하고, 실증 분석한 결과 다음과 같은 연구의 시사점을 발견할 수 있었다. 첫째, 가맹본부의 리더십 행동유형이 관계결속에 긍정적 효과를 가져 온다는 사실이 확인됨으로써 가맹본부는 가맹사업자에게 맞는 리더십 행동유형을 적용할 수 있도록 하여야 한다. 둘째, 가맹사업자의 자기효능감이 관계결속에 긍정적 효과가 있을 뿐만 아니라, 리더십 행동유형과 관계결속 사이에 상당한 조절효과가 있기 때문에 가맹본부는 가맹사업자들의 개인차(individual difference) 관리가 필요하다. 셋째, 정부는 가맹본부를 규제할 것만이 아니라 가맹본부가 가맹사업자들의 특성을 확실하게 파악하고 기업의 목표달성을 위한 정당한 통제가 가능하도록 제도적 지원을 해야 할 것이다. Franchise businesses in South Korea have contributed to economic growth and job creation, and its growth potential remains very high. However, despite such virtues, domestic franchise businesses face many problems such as the instability of franchisor's business structure and weak financial conditions. To solve these problems, the government enacted legislation and strengthened franchise related laws. However, the strengthening of laws regulating franchisors had many side effects that interrupted the development of the franchise business. For example, legal regulations regarding franchisors have had the effect of suppressing the franchisor's leadership activities (e.g. activities such as the ability to advocate the franchisor’s policies and strategies to the franchisees, in order to facilitate change and innovation). One of the main goals of the franchise business is to build cooperation between the franchisor and the franchisee for their combined success. However, franchisees can refuse to follow the franchisor's strategies because of the current state of franchise-related law and government policy. The purpose of this study to explore the effects of franchisor's leadership style on franchisee's commitment in a franchise system. We classified leadership styles according to the path-goal theory (House & Mitchell, 1974), and it was hypothesized and tested that the four leadership styles proposed by the path-goal theory (i.e. directive, supportive, participative and achievement-oriented leadership) have different effects on franchisee's commitment. Another purpose of this study to explore the how the level of franchisee's self-efficacy influences both the franchisor's leadership style and franchisee's commitment in a franchise system. Results of the present study are expected to provide important theoretical and practical implications as to the role of franchisor's leadership style, as restricted by government regulations and the franchisee's self-efficacy, which could be needed to improve the quality of the long-term relationship between the franchisor and franchisee. Quoted by Northouse(2007), one problem regarding the investigation of leadership is that there are almost as many different definitions of leadership as there are people who have tried to define it. But despite the multitude of ways in which leadership has been conceptualized, the following components can be identified as central to the phenomenon: (a) leadership is a process, (b) leadership involves influence, (c) leadership occurs in a group context, and (d) leadership involves goal attainment. Based on these components, in this study leadership is defined as a process whereby franchisor’s influences a group of franchisee’ to achieve a common goal. Focusing on this definition, the path-goal theory is about how leaders motivate subordinates to accomplish designated goals. Drawing heavily from research on what motivates employees, path-goal theory first appeared in the leadership literature in the early 1970s in the works of Evans (1970), House (1971), House and Dessler (1974), and House and Mitchell (1974). The stated goal of this leadership theory is to enhance employee performance and employee satisfaction by focusing on employee motivation. In brief, path-goal theory is designed to explain how leaders can help subordinates along the path to their goals by selecting specific behaviors that are best suited to subordinates' needs and to the situation in which subordinates are working (Northouse, 2007). House & Mitchell(1974) predicted that although many different leadership behaviors could have been selected to be a part of path-goal theory, this approach has so far examined directive, supportive, participative, and achievement-oriented leadership behaviors .And they suggested that leaders may exhibit any or all of these four styles with various subordinates and in different situations. However, due to restrictive government regulations, franchisor

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