• 제목/요약/키워드: Autonomous Co-creation

검색결과 4건 처리시간 0.016초

공동가치창출 경험이 소비자 태도에 미치는 영향: 소비자 동기의 조절효과를 중심으로 (Effects of Consumer Co-creation on Consumer Attitude: Moderating Roles of Consumer Motivation)

  • 손정민;강우성;강성호
    • 유통과학연구
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    • 제13권12호
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    • pp.105-111
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    • 2015
  • Purpose - Many global companies across industries are paying significant attention to co-creation activities, which enable consumers to participate in firms' value creation process, as a main model of new product development processes. In this study, we aim to examine different types of co-creation activities and their effects on consumer attitudes. We focus on upstream co-creation, downstream co-creation, autonomous co-creation, and sponsored co-creation. Upstream co-creation includes firms' control and management in the initial stage of new product development and prototype testing. Downstream co-creation indicates that consumers participate in firms-initiative activities at a later stage in new product development, such as public relations and marketing communications. Autonomous co-creation includes consumers' commitment activities in the absence of firms' rewards. However, under the sponsored co-creation, consumers can return monetary and social rewards from firms through their co-creation activities. The hypotheses regarding the effect of co-creation on consumer attitudes are as follows. (H1, H2, H3, H4) Upstream, downward, autonomous, and sponsored co-creation has positive effects on consumer attitude. (H5, H6) As intrinsic motivation increases, the positive effect of upstream and autonomous co-creation increases. (H7, H8) As extrinsic motivation increases, the positive effect of downward and sponsored co-creation increases. Research design, data, and methodology - To achieve our research goals, we analyzed responses from 246 samples from Korean consumers and verified the proposed hypotheses using a linear regression model. The samples include Korean consumers who experienced upstream, downstream, autonomous, and sponsored co-creation by firms. Results - First, both upstream co-creation and downstream co-creation with firms and consumers are found to have positive effects on consumer attitudes. Second, autonomous co-creation and sponsored co-creation are found to positively affect consumer attitudes. Third, consumers' intrinsic motivation has a fit-effect between upstream co-creation and autonomous co-creation, and their extrinsic motivation has a fit-effect between downstream co-creation and sponsored co-creation. Consumers who have strong intrinsic motivation are affected by upstream co-creation and autonomous co-creation. However, consumers who have strong extrinsic motivation are affected by downstream co-creation and sponsored co-creation. Conclusion - These results indicate that the fit between consumers' co-creation participation types and consumers'motivations is a significant factor in determining consumer attitudes. The results of this study imply that various types of consumer participation actually improve consumers' attitudes toward products and brands. In addition, our study also suggests that firms should consider the fit between co-creation types and consumers' motivations when they initiate co-creation activities. In this study, we survey consumers who participated in firms' co-creation activities. Future studies can compare different types of consumers. For instance, we can examine the different in different test by comparing experienced versus inexperienced consumers. Finally, we expand this research to user-generated content topics. This attending issue focuses on the mechanism that breaks down the boundaries and barriers between consumers and producers.

소비자의 창의성, 창발성 그리고 공동가치창출 활동과의 관계: 소비자 동기요인의 조절효과를 중심으로 (Consumer Creativity, Emergent Nature and Engagement of Co-Creation: The Moderating Roles of Consumer Motivations)

  • 강성호;강우성
    • 유통과학연구
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    • 제14권12호
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    • pp.107-118
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    • 2016
  • Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

자율주행자동차 실주행 지원을 위한 표준 정밀도로지도 비교 및 활용 레이어 분석 (A Comparison of Korea Standard HD Map for Actual Driving Support of Autonomous Vehicles and Analysis of Application Layers)

  • 원상연;전영재;정현우;권찬오
    • 한국지리정보학회지
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    • 제23권3호
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    • pp.132-145
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    • 2020
  • 4차 산업혁명의 도래로 정밀도로지도는 미래형자동차, 물류, 로봇 등의 분야에서 자율주행의 위치결정을 위한 핵심 인프라로 자리잡고 있다. 특히, 자율주행자동차는 자기위치 결정뿐만 아니라 LiDAR, GNSS, Radar, 스테레오카메라 등 다양한 센서에서 감지하는 대상체의 정확한 위치결정을 위하여 정밀도로지도의 의존도가 더욱 증대되고 있는 실정이다. 현재 자율주행 및 C-ITS 기술이 현실화됨에 따라 정밀도로지도의 정밀한 위치정보에 대한 요구가 증가하고 있으며, 각종 변화정보의 감지 및 실시간 정보 융합에 따른 새로운 정밀지도 생성 기술 요구도 함께 증가하고 있다. 따라서 본 연구에서는 정밀도로지도와 관련된 국내·외 표준 및 관련된 제반 환경의 동향을 분석하고, 이를 기반으로 현재 정밀도로지도를 구축하는 기관별로 표준 정밀도로지도와 비교하여 활용성을 연구하였다. 또한 추가적으로 표준 정밀도로지도에 대하여 실제 자율주행자동차에 적용하기 위한 정밀도로지도를 재가공하여 활용성을 연구하였다. 연구 결과 표준 정밀도로지도는 항법레이어 구축과 교통안전시설의 재가공이 필요하나 다양한 기관이 유용하게 활용할 수 있도록 구축되어 있음을 확인하였다. 향후 본 연구에서 제시한 결과를 기반으로 자율주행 협력모델에서 기관별 레이어 분류와 정의 등에 대하여 추가적인 연구가 진행된다면 보다 효율적인 정밀도로지도 및 도로 주변 공간정보가 구축 및 갱신이 이루어질 것으로 기대된다.

병원종사자의 직업성 스트레스에 관한 연구 - 서울시내 500병상 이상 병원종사자를 중심으로 - (Occupational Stress of Hospital Workers)

  • 이우천
    • 한국병원경영학회지
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    • 제3권1호
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    • pp.1-33
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    • 1998
  • The purpose of this thesis is to study theoretical access to the methods that have been used for the research of occupational stress, thereby providing management methods of occupational stress of hospital workers. With a stress model of hospital workers set up from the viewpoint of organization management, 929 sets of questionnaires were collected from intern doctors, resident doctors, nurses, nursing aides, pharmacists, medical technicians, workers in patient affairs(reception and medical insurance workers), administrators and clerks from the 8 hospitals in Seoul with more than 500 beds. Upon variance analysis, correlation analysis and regression analysis of the collected questionnaires, this work examined how differences in stress caused by specific occupations and formulated a method of stress management for the hospital workers. The results are as follows. 1) If some duties of the nurses suffering from role-overloaded stress are transferred to the nursing aides dissatisfied with insufficient role, the two grunting groups can be satisfied at the same time. It is also necessary to transfer some jobs of the overloaded workers in patient affairs to the administrators, or the other way around. To reduce stress of conflict and ambiguity of role caused by the obscure division of roles between the workers, the role of each occupation should be delineated and the clear division of roles should be translated into action strictly according to that delineated. 2) Stress of inefficiency of organization from which the student doctors suffer can be relieved by management of participation. If they have access to the process of decision-making in general hospital affairs and consequently their understanding and the autonomy of job performance are promoted, such stress will be reduced. 3) To cope with stress of career development from which nurses, medical technicians, administrators, workers in patient affairs suffer, it is necessary to establish whether they have a chance to revive their careers, whether there are any ways of remotivation for less contributive workers, and whether they encourage each other to develope their careers. If they are given a chance to develope their careers, such stress will be relieved. 4) Pharmacists, suffering from stresses of living and personal relations, have strong cohesive power among themselves and organize a well-integrated team; thereby reducing the stress of personal relations and increasing productivity. 5) For administrators and student doctors confined to lesser social supports and for nurses and workers in patient affairs whose recognition of stress and job satisfaction are affected by social supports, emotional and informational supports for job performance help alleviate an individual's mental, and physical stress. 6) In addition to the above-mentioned stress-management methods, if an organizational coping strategy is provided according to the types of stress from the general viewpoint of the whole group of hospital workers, it would be of great help to managing stress. For example, the redesign of jobs, the management of objective, the improvement of working environment, the formation of an autonomous working group and various working plans can be set up for those who suffer from stress related to inappropriate role, while career counseling and development of career process can be provided for those dissatisfied with career development. Participation in the process of decision-making and the restructuring of the organization are needed for those who suffer from stress of malfunctioning organization, whereas creation of a supportive organizational atmosphere is desired for those who feel stressed due to personal relations. As well, such organizational coping strategies. as the increase of welfare facilities, seminars and educational programs and provision of health-promotion facilities can be provided.

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