• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• 한국프랜차이즈경영연구
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• 제10권3호
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• pp.25-35
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• 2019

Purpose - The major objective of this study was to investigate the effect of franchisor's (economic and philanthropic) CSR in inspiring franchisee's loyalty for the franchisor. Another aim of this investigation also was to clarify the mediating role of economic and social satisfaction in the relationship between franchisor's CSR and franchisee's loyalty. Research design, data, and methodology - This study explores the structural relationship between franchisor's CSR and franchisee's loyalty and in these relationships, the mediating role of relationship satisfaction. Data were gathered from employees(above manager) in food-service franchisee companies in Seoul, Korea. The questionnaires were distributed to managers of the franchise stores. A total of 251 questionnaires were collected. Data management and analysis were performed using SPSS 21.O and SmartPLS 3.0. Evaluation of measurement model and structural model was carried out using confirmatory factor analysis and correlation analysis. Result - The results of this study show as follows. First, economic CSR had positive effects on economic satisfaction and social satisfaction. Second, philanthropic CSR had positive effects on social satisfaction. Third, economic satisfaction and social satisfaction had positive effects on franchisee's loyalty to the franchisor. Conclusions - The important implications of this study have as follows. First, this study has found that economic CSR can create a high economic satisfaction and social satisfaction of franchisee. Second, this findings suggest that the philanthropic CSR can improve the social satisfaction of franchisee. Third, this results demonstrate, for the first time, that the economic satisfaction and social satisfaction of franchisees can play a crucial role to improve their loyalty for the franchisor and pursue mutual development by maintaining the stable business relationship with a franchisor. In this investigation there are at least three limitations. First, Because the research sample is limited to the foodservice franchisee in Seoul, it is not possible to be representativeness of the national franchisee. Second, CSR activities are mostly focused on large franchise companies. Therefore, there is a limit to the research approach. Finally, this study examined the effect of economic CSR and philanthropic CSR on the loyalty of franchisors, but in the future study, it is necessary to analyze the relationship between CSR and loyalty of franchise companies by collecting specific quantitative data such as re-contract rate and management performance of franchisees.

• 한국초지조사료학회지
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• 제41권1호
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• pp.29-34
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• 2021

본 연구는 근적외선분광법을 활용한 조사료의 Ca과 P 함량의 분석 가능성을 검토하고 예측 정확성이 높은 검량식을 개발하기 위하여 전국 건초 수입상, TMR 회사와 축산 농가에서 수집한 수입 화본과와 두과 목건초 392점 중에서 무작위로 126점을 선택하여 검량식 개발에 이용하였다. 선택된 시료는 시료측정 전처리 방법을 생시료 처리와 건조분쇄 처리구로 나누어 근적외선 스펙트라를 측정하고 근적외선 파장대역을 가시영역, 근적외선, 전파장영역으로 구분하여 검량식을 개발하여 예측 정확성을 평가하였다. 수입건초의 Ca과 P 함량에 대한 예측 정확성은 시료 전처리 방법과 파장대역별에 따라 다양하게 나타났으며, 시료전처리 방법은 건조하여 분쇄하는 방법과 파장대역별로는 근적외선 파장(1,100~2,500 nm)대역에서 예측 정확성이 높게 나타났다. 수입건초의 Ca 함량 예측 정확성은 근적외선 파장대역에서 건조분쇄 측정이 SEC 292.3 mg/kg(R2=0.99)와 SECV 468.6 mg/kg(R2=0.98)로 가장 정확한 예측능력을 나타냈다. 수입건초의 P 함량은 근적외선 파장대역에서 건조분쇄 측정이 SEC 204.4 mg/kg(R2=0.91)과 SECV 224.7 mg/kg(R2=0.89)로 가장 정확한 예측능력을 나타냈다. 이상의 결과를 종합해보면 근적외선분광법을 이용하여 조사료의 주요 광물질인 Ca과 P 함량을 신속하고 정확하게 분석이 가능하였으며, 시료 측정시 건조하여 분쇄하는 전처리 방법과 근적외선 파장대역에서 검량식을 개발하는 것이 예측 정확성이 가장 우수한 것으로 나타났다.

• 한국버섯학회지
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• 제18권4호
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• pp.380-386
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• 2020

전국 12개 지역에서 수집된 표고 768건, 표고배지 143건의 시료를 대상으로 다종다성분 320종 및 단성분 mepiquat chloride에 대해 분석한 결과, 표고 4건, 표고배지 3건으로 총 7건에서 잔류농약이 검출되었으며, 검출된 성분은 carbendazim, diflubenzuron, fluopyram, dinotefuran 이었다. 본 연구에서는 표고 3건, 배지 1건으로 총 4건의 시료에서 carbendazim이 검출되었으나 각각의 검출량은 0.056 mg/kg, 0.17 mg/kg, 0.043 mg/kg, 0.09 mg/kg으로 MRL인 0.7 mg/kg에 비해 소량으로 나타났다. Fluopyram은 0.068 mg/kg, dinotefuran은 0.06 mg/kg으로 모두 배지에서 각각 1건씩 검출되었다. 식물생장조절제로 사용되는 mepiquat chloride는 본 연구에서는 검출되지 않았다. 전체 수집표고 중 소수의 시료에서 잔류농약이 검출되었나, 등록되지 않은 농약은 PLS에 의하면 0.01 ppm이 최대허용치로 구분되어 있어, 후속 연구를 통하여 표고를 비롯한 버섯류의 안전성의 기준 작성에 필수적인 자료를 확보하고자 한다.

• 한국농림기상학회지
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• 제23권4호
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• pp.340-348
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• 2021

본 연구는 콩의 한발 스트레스 판별에 대하여 RGB 영상에 기반한 작물 생육 지수의 적용 가능성과 한계점을 구명하기 위해 수행되었다. RGB 영상에서 추출한 생육 지수들과 한발 스트레스에 반응하는 대표적인 표현형 지표들(군락 피복도, 엽면적, 엽록소 함량 등)과의 높은 상관관계를 통해 영상 기반 생육 진단 모델개발의 가능성을 확인할 수 있었다. 다만 판별의 정확도와 해상도를 개선시키기 위해서는 향후 다양한 재배조건에서 지속적인 성능 평가가 이루어져야 할 것이다. 본 연구의 결과는 향후 RGB 영상을 활용한 콩환경 스트레스 판별에 있어서 영상 전처리, 영상 분석방법, 생육 지수 정량화 기술 개발에 도움을 줄 수 있을 것이며, 개발된 생육 인자 예측 모델은 환경 스트레스 조기 진단을 통한 영농 의사결정 지원 모델의 개발에 기여할 수 있을 것으로 판단된다.

• 한국작물학회지
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• 제67권1호
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• pp.61-66
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• 2022

본 연구는 참깨에 함유된 세사민 및 세사몰린의 함량을 비파괴적으로 신속하게 평가하기 위하여 NIRS 분석을 이용해 검량식을 작성하고 검량식의 적용가능성을 검증하였다. 검량식 작성에 사용된 482점 참깨의 HPLC 분석 결과를 NIRS 스펙트럼에 적용시킨 후 검량식을 작성하였다. 세사민 및 세사몰린의 R² 값은 각각 0.936, 0.875로 조사되었으며 이를 cross validation 한 결과에서도 각각 0.899, 0.781로 조사되어 리그난 함량 분석에 적용 가능할 것으로 판단되었다. 작성된 검량식의 적용가능성을 확인하기 위해 2020년에 생산된 참깨 유전자원 90종의 종자를 NIRS를 통해 분석한 결과 세사민 및 세사몰린의 R²값이 각각 0.653, 0.596으로 크게 낮아졌으나 리그난 함량이 높은 상위 30%의 자원을 선발하는데 무리가 없었다. 따라서 본 연구에서 작성된 NIRS 검량식은 육종 초기에 고리그난 함량을 선발하는데 적용 가능할 것으로 판단된다.

• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.33-51
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• 2022

Purpose: The online market is growing the most in history due to the expansion of non-face-to-face commerce. In addition, as consumers' interest in health, food safety, and environment increases, interest in and consumption of eco-friendly agricultural products is also increasing. Therefore, in the case of a specialty store that sells eco-friendly organic agricultural products, a marketing strategy that can increase customer loyalty by reflecting these consumer needs is necessary. In this study, the store attributes of eco-friendly food stores are classified into location, assortment, price, quality, and employee service, and the effect of each store attribute on utilitarian and hedonic value is investigated. Research design, data, and methodology: The subjects of this study were customers who visited an eco-friendly food store. Of the 511 survey responses, 311 were used for statistical verification, excluding 200 who had not visited within the last 3 months. For statistical analysis, Smart PLS 3.0 was used, and after checking the validity and reliability of the items, hypothesis testing was performed. Result: As a result of the study, it was found that assortment, quality, and employee service among store attributes had a positive (+) effect on utilitarian and hedonic value. Second, location had no significant effect on utilitarian and hedonic value. Third, price did not appear to have a positive (+) effect on the utilitarian value, and it was found to have a positive (+) effect on the hedonic value. Fourth, It was investigated whether the presence or absence of delivery service had an effect on store attributes between utilitarian and hedonic value, and it was found that there was a significant effect between employee service and hedonic value. Conclusions: Among eco-friendly food store environment management will be required in order to provide food that meets the tastes and needs of consumers by diversifying the taste, standard, and quality grade of food, and to maintain or improve the quality. In order to unlike other stores, eco-friendly food stores have high price resistance from the point of view of consumers, so it is necessary to diversify promotional media such as YouTube and SNS to raise awareness of eco-friendly organic food.

• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• 지역과문화
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• 제8권2호
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• pp.49-68
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• 2021

2020년 COVID-19의 전세계적 유행 이후, 공연예술계의 돌파구로 온라인 스트리밍을 통한 '언택트' 공연이 시도되었다. 본 연구는 기술수용모델(TAM)을 정보통신 기술에 맞게 변용한 가치기반수용모델(VAM)을 적용하여 관객의 수용의도에 영향을 미치는 요인을 탐구하였다. 이 모델에 따라 인지된 유용성, 즐거움, 기술성, 혁신저항을 독립변인으로 선정하고 지각된 가치와 이에 따른 수용의도를 측정하기 위한 관람객 설문조사를 시행하였다. 분석방법으로는 주로 Smart PLS를 활용하여 타당도, 신뢰도 및 가설검증을 수행했다. 연구 결과, 지각된 가치에 영향을 미치는 요인은 인지된 유용성, 인지된 즐거움, 혁신 저항이었고 기술성은 통계적으로 유의한 영향을 미치지 않았다. 통계적으로 유의한 요인 중 혁신 저항은 부(-)의 영향을 미쳤다. 또한 지각된 가치는 수용의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 언택트로의 이행이라는 공연시장의 변화에 대해 VAM 모델을 활용하여 편익과 희생 측면에서 관객 관람의도에 미치는 영향을 검증함으로써 학술적 및 실무적인 시사점 도출을 도모하였다는 의의가 있다. 그러나, 다양한 연령층에 대한 접근에 한계가 있으므로 향후 이에 대한 후속연구가 필요하다고 하겠다.