• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.5
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• pp.73-81
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• 2015

This research is designed to analyze the moderating effect of social capital between organizational slack and managerial practices for open innovation. After controlling the firm size, firm age, and environmental uncertainty, we test two hypotheses. First, we test the hypothesis that organizational slack has a positive effect on managerial practices for open innovation. Especially we focus on the managerial innovation and open innovation because recently managerial innovation and open innovation are more and more important. Second, we test the moderating role of social capital between organizational slack and managerial practices for open innovation. Because social capital is a kind of networking activity, we assume that social capital can contribute to managerial practices for open innovation through the networking activity. For this research, we administered the questionnaire surveys, and got the 250 effective data (companies) in Korea. Then we used the validity, reliability, correlation and multiple regression analysis by means of SPSS 18.0. As a result, we can find the two meaningful results. First, organizational slack, especially not absorbed slack but unabsorbed slack, has positive effect on managerial practices for open innovation. It is because absorbed slack such as excessive facilities, machines, or employees is not useful in managerial practices for open innovation. On the other hand, unabsorbed slack is useful in managerial practices for open innovation because unabsorbed slack such as excessive money or securities is very flexible and active. Taken together, the relationship between managerial practices for open innovation and unabsorbed slack is proven in terms of flexibility. Second, social capital has a moderating effect positively between organizational slack, especially not absorbed slack but unabsorbed slack, and managerial practices for open innovation. A prior study related to the relationship between managerial practices for open innovation and social capital doesn't exist yet, so this analysis result is very meaningful in academic respect. But this research has some limitations. First, this research is analyzed by limited region (Korea) and samples (250 companies), so more global regions and samples are recommended in the future. Second, we focus on managerial practices for open innovation in this paper, so the studies about technological practices for open innovation are recommended in the future.

• (The) Research of the performance art and culture
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• no.20
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• pp.129-161
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• 2010

Women's social status is marginal in the patriarchal system, therefore it is not easy to express their's desire. Women's social role are restricted by the Confucian culture in the late of Chosun Dinasty. But women freely expressed their's gamseong(感性) by singing the folk songs. Many researches have focused on the reality of life or the structure and meanings of the women's folk songs. On the contrary, no one has paid attention to the gamseong in the women's folk songs. This is the reason why this thesis focused on the aspects of gamseong in the women's folk songs. The aspect of gamseong expression in women's folk songs can be classfied as follow: HAN(恨) resulting from living with one's husband's parents (Si-jip-sa-ri); LONGING caused by parting with the lover; HOPE due to childbirth and bringing up; SHIN-MYOUNG(神明) through deviation and liberation. In conclusion, We can find out women's gamseong would be formed from the their own roles and relationship with the others. Besides they could offset their sorrow and cure their pain through loving others and selfloving.

• Journal of the Korean Institute of Landscape Architecture
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• v.39 no.1
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• pp.11-21
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• 2011

In this paper, in order to select specialist butterfly species that inhabit Haneul and Noeul Parks, previously landfill areas, we verified the reciprocal relationships between nectar plants and butterflies. While we will design the butterfly habitats, this paper will provide the foundation data for selecting the plants. The completed survey indicated that there were a total of 5 families, 23 species and 1,129 individuals. Butterflies of the main action were feeding on nectar, and such behavior was 36% of the total actions. Therefore, these parks play an important role in butterflies feeding on nectar. The correlation between butterflies and the nectar plants' color was not significant; Therefore, it is not necessary to consider flower color when choosing plants to attract the butterflies. In addition, butterflies prefer naturalized plants for feeding on nectar. Thus, when creating butterfly habitats, there is no use in attracting the butterflies by classifying the naturalized plants and native plants. However, if some areas that are need to plant native plants such as Inkigofera pseudo-tinctoria, Lespedeza bicolor, Aster koraiensis make use it, there could be taken an advantage to attract the butterflies. According to the algebraic curve model of curve estimation regression analysis, we were able to classify the generalist species and specialist species by regression analysis. As a result, Colias erate, Artogeia rapae and Parnara guttata were classified as generalist species, where as Rapala caerulea, Pieris melete, Zizera maha and Celastrina argiolus were classified as specialist species. Rapala caerulea prefers hills and forest for its habitat; therefore, it is clearly distinct from Pieris melete, Zizera maha and Celastrina argiolus which prefer grassland for habitats. These results show that Rapala caerulea is high conservation value in a landfill area where is developing ecological succession from grasslands to wood lands. In conclusion, these research are able to contribute to select the target species and suitable species that consider a singularity between butterflies and nectar plants, when we are creating the butterfly habitats, moreover these research will contribute to maintain a stable habitats.

• The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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• v.5 no.3
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• pp.208-215
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• 2000

The estimated total material transports through the Cheju Strait using all data which investigated in 1997 and 1999 are as follows; A large amount of suspended sediments and dissovted inorganic nutrients are carried tothe South Sea through the Cheju Strait by a persistent eastward flow (Cheju Current) from the Y311ow Sea andthe East China Sea. The annual material Oanspous by the Cheju Current are as follows; 22.9${\times}$10$^6$ ton yr$^{-1}$(SS), 0.52${\times}$10$^{10}$ mol yr$^{-1}$ (NH$_4\;^+$), 6.05${\times}$10$^{10}$ mol yr$^{-1}$ (NO$_3\;^-$), 0.36${\times}$10$^{10}$ mol yr$^{-1}$ (PO$_4\;^{3-}$), 10.27${\times}$10$^{10}$ mol yr$^{-1}$ (Si(OH)$_4$). The annual suspended sediment flux per water transport in the Cheju Strait (44.48${\times}$10$^6$ ton yr$^{-1}$ Sv$^{-1}$) is about 1.7 larger than that in the Korean Strait (26.08${\times}$10$^6$ ton yr$^{-1}$ Sv$^{-1}$). The annual nitrate flux per water transport (11.60${\times}$10$^{10}$ mol yr$^{-1}$ Sv$^{-1}$) is about 1.2 larger than that in the Korean Strait (9.72${\times}$10$^{10}$ mol yr$^{-1}$ Sv$^{-1}$) and 2/3 of that by Kuroshio in the East China Sea (18.55${\times}$10$^{10}$ ton yr$^{-1}$ Sv$^{-1}$). It suggests that chemical rich Cheju Current will play a significant role in the biogeochemical processes in the South Sea where the huge land-based waste are introduced.

• The Bulletin of The Korean Astronomical Society
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• v.42 no.2
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• pp.37.3-38
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• 2017

우리나라의 천문 관측의 기록의 역사는 삼국시대 이전 선사시대까지 거슬러 올라간다. 선사시대에는 천문 현상을 바위나 건축 유물에 기록을 남기고 역사를 기록하기 시작한 이후에는 일반 역사 기록 속에 항상 함께 기록하고 있다. 특히 동양은 역사기록 자체가 인간이 남긴 자취뿐만 아니라 하늘과 땅에 일어나는 다양한 자연 현상도 함께 동시에 남겼다. 고대로부터 인간은 하늘과 땅과 항상 유기적인 관계를 갖는다고 믿었기 때문이다. 우리나라는 정사로서 가장 오래된 역사 기록인 삼국사기와 삼국유사에 일식, 혜성 출현, 별똥과 유성우, 달과 행성 운행, 초신성 관측 등 250회 이상의 천문 기록이 나타나며 대부분 실제로 일어났던 사실을 그대로 기록하고 있다. 그 후 고려사와 조선왕조실록에는 이루 헤아릴 수 없을 정도로 많은 천문 기록을 남기고 있다. 이러한 천문 기록뿐만 아니라 일찍부터 중국으로부터 역법을 도입하여 천체 운행을 이용하여 우리 생활에 필요한 시각법을 사용하고 달력을 제작하였다. 특히 달과 태양의 운행 원리를 파악하여 일식과 월식을 직접 추산하였다. 역법의 운용은 천체 운행의 원리를 이해하고 수학을 발전시키는데 큰 역할을 하였다. 이러한 천문 관측과 정확한 시각 체계를 유지하고 정밀한 역법을 사용하기 위해서는 끊임없이 천체를 정밀하게 관측할 필요성이 있다. 이를 위해 다양한 천문 관측기기를 개발하고 제작하였다. 천문 의기는 천체의 위치를 측정하고 천체의 운행을 이용하여 시각 체계를 유지 관리를 위해 필수불가결한 기기이다. 우리나라 천문학 발달의 네 가지 축인 천문(天文), 역법(曆法), 의상(儀象), 구루(晷漏)등은 조선 초기 세종시대 완성을 보게 되었다. 이는 단일 왕조가 이룬 업적으로 다른 문화권에서 볼 수 없을 정도의 우수한 과학 기술의 유산이다. 특히 칠정산내편과 외편의 완성은 중국의 역법에서 벗어나 독자적인 역법을 완성하려는 시도였다. 이 모든 것은 당시 이를 주도하던 세종대왕의 지도력과 천문학과 수학에 뛰어난 천문학자가 이룩한 업적이다. 그 후 조선 중기로 접어들면서 쇠퇴하다가 임진왜란과 병자호란을 겪으면서 거의 모든 과학기술의 유산이 파괴되거나 유실되었다. 조선 현종 이후에 세종시대의 유산을 복원하려는 노력 중에 중국을 통하여 서양의 천문학을 도입하게 되었다. 중국에 들어와 있던 서양 선교사들이 주도하여 중국의 역법 체계를 바꾸었다. 즉, 일식과 월식의 예측력이 뛰어난 시헌력을 만들어 사용하기 시작했다. 시헌력에는 서양의 대수학과 기하학을 이용한 다양한 수학적 기법이 사용되었다. 조선 후기에 이 시헌력을 익히기 위한 노력을 하는 과정에서 서양의 수학과 기하학을 접하게 되고 새로운 우주 체계를 도입하게 되었다. 특히 서양의 천문도와 지도 제작에 기하학의 투사법이 사용되어 복잡한 대수학적 계산을 단순화시켜 활용하였다. 조선 후기에 전문 수학자뿐만 아니라 많은 유학자들도 서양의 수학과 기하학에 깊은 관심을 갖고 연구하였다. 고천문학 전체를 조망해 볼 때 핵심은 현대의 천체물리학이 아니라 위치천문학이다. 따라서 고천문학을 연구하는데 필수적인 요소가 지구의 자전과 공전 운동에 의해서 일어나는 현상과 세차운동에 의한 효과를 정확하게 이해하고 있어야 한다. 그중에서도 구면천문학과 천체역학에 대한 원리를 알고 있는 상태에서 접근해야 한다. 고천문학의 중심인 천문(天文), 역법(曆法), 의상(儀象), 구루(晷漏) 등의 내용은 이러한 위치천문학이 그 기본 골격을 이루고 있다. 예를 들어 고려사의 천문 현상을 모아 놓은 천문지(天文志)와 일식과 월식 계산 원리가 들어있는 역지(曆志)를 연구하기 위해서는 위치천문학의 기본 개념 없이는 연구하는데 한계가 있다. 인문학을 전공하는 학자가 고천문을 연구하는데 가장 큰 걸림돌이 되는 점이 위치 천문학의 기본 개념 없이 접근하는 것이다. 심지어 조선시대 유학자들조차 저술한 많은 천문 관련 기록을 보면 상당부분 천체 운행 원리를 모르고 혼란스럽게 기록된 내용이 적지 않다. 우리나라 수학사를 연구할 경우 방정식 해법, 보간법, 삼각법, 일반 기하 원리에 대한 것을 연구하는데 큰 문제가 없다. 그러나 천문 현상이나 천문 의기 제작에 사용되는 수학은 천문 현상에 대한 원리를 모르면 접근하기 어렵게 된다. 수학사를 하더라고 기본적인 위치 천문학의 기본개념을 이해하고 있어야 폭 넓은 수학사 연구에 성과를 거둘 수 있다. 의외로 천문 현상 추산을 위해 사용되는 수학이나 기하학 원리가 수학사 연구에 중요한 요소가 된다. 더구나 한문으로 기록된 천문 내용을 한문 해독이 능숙한 학자라 하더라도 내용을 모르고 번역하면 도무지 무슨 내용인지 알아볼 수 없는 경우가 많다. 그래서 한문으로 된 천문 현상 기록이나 역법 관련 기록의 번역 내용 중에 많은 오역을 발견하게 된다. 문제는 한번 오역을 해 놓으면 몇 십 년이고 그대로 그 내용을 무비판적으로 인용하게 되고 사실로서 인정하는 오류를 범하게 된다. 이 때문에 우리 선조들이 남긴 고천문 관련 기록에 관한 이해는 우리 현대 천문학자의 역할이 대단히 크다.

• Asia Marketing Journal
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• v.11 no.4
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• pp.95-119
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• 2010

Although there have been many studies regarding the inconsistency between consumers' attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers' psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals' desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure as a major moderating variable because it is judged that the requirement for cognition clearly varies between when a consumer repurchases the same product and seeks a new alternative. Individuals who tend to end cognition due to time constraints or inappropriate conditions may display considerable cognitive impatience or impulsivity and has a higher probability in repurchasing the same product than a consumer without such limitations. They would avoid further consideration for new alternatives and the likelihood of the repurchase for prior alternative would increase. As hypothesized, significant moderating effect of the NCC was confirmed. This result gives a significant implication for a corporate to establish effective marketing strategies. For a corporate or product brand that has been occupying the market after entering the market earlier, it would be effective to maintain need for cognitive closure high in the existing consumers and thereby preventing the consumers from being interested in the new alternatives. On the other hand, new brands that have just entered the market need to lower the potential consumers' need for cognitive closure so that the consumers can be interested in new alternatives. Along with need for cognitive closure, temporal self-construal also turned out to moderate the satisfaction-repurchase. temporal SC reflects the extent to which individuals view themselves either as an individuated entity or in relation to others. Consumers under a temporarily independent SC would repurchase former alternative again according to their prior satisfaction and evaluation. In contrast, consumers in temporal interdependent SC tended to switch to a new alternative because they value interpersonal relationships above anything else and have a tendency to rely heavily on in-group opinions. When they are confronted with additional opinions, it is highly probable that he/she will choose a new product as an alternative. By proving the impact that temporal self-construal has on repurchasing behavior, this study is providing the marketers with new standards for establishing successful promotional strategies. For example, if the buyer and the user is the same for a product, it would be effective for the seller to convince the consumer to make decision subjectively by encouraging temporal independent self-construal. On the contrary, in the case where the purchase is made by an individual but the product is consumed by a group of people. For example, a housewife is more likely to choose the products or brands that her husband or children prefer rather than the ones that she likes by herself. In that case, emphasizing how the whole family can be satisfied and happy about the product would be effective for promoting repurchase.

• Journal of Nutrition and Health
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• v.43 no.2
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• pp.114-122
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• 2010

Se and Fe are trace minerals acting as antioxidant scavenging free radicals. Iron deficiency is the most frequently reported nutritional deficiency in females. Body iron status are known to be dependent not only upon dietary iron intake, but also upon micro-mineral nutrition and obesity. Antioxidants such as selenium are reported to play an important role on the regulation of erythropoiesis by protecting RBC membrane from antioxidative damage. In this study, iron status in young females and its relationships with selenium status and physique were examined. Serum selenium and iron concentrations were measured by HANARO research reactor using neutron activation analysis method (NAA-method). The proportion with iron deficiency and anemia were 27.1% and 8.6%, respectively in young females, but the proportion with iron deficient anemia was 1.4%. The mean serum selenium level was $12.0\;{\mu}g/dL$ and in normal range in the young women. The study participants were tertiled according to BMI and serum selenium levels. Serum ferritin and iron levels inclined with increasing BMI tertiles. Serum iron and RBC count were higher in middle selenium group than low selenium group. Individuals had significantly lower hematocrit level in the lowest tertile for their serum selenium levels compared with the highest tertile. The serum ferritin level was predicted 25% by BMI and RBC count 26.2% by the serum selenium level and body fat%. In conclusion, this study shows that body iron status in young adult females are influenced by obesity and body selenium status.

• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.262-268
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• 2010

Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members' word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, "stickiness," and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member's overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the success of a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study's hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members' word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: ${\chi}^2^$/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, ${\beta}$=0.809). The proportion of variance in satisfaction explained by members' involvement was over half (adjusted $R^2$=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, ${\beta}$=0.751), with 57 percent of the variance in trust explained by involvement (adjusted $R^2$=0.563). When the construct "stickiness" was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted $R^2$=0.331). Satisfaction did have a significant influence on stickiness, with ${\beta}$=0.514. However, unexpectedly, the influence of trust was not even significant (p=0.231, t=1.197), rejecting that proposed hypothesis. The importance of stickiness in the model was more significant because of its effect on e-WOM with ${\beta}$=0.920 (p<0.001). Here, the measures of Stickiness explain over eighty of the variance in e-WOM (Adjusted $R^2$=0.846). Overall, the results of the study supported the hypothesized relationships between members' involvement in a B2CVC and their satisfaction with and trust of it. However, trust, as a traditional measure in behavioral models, has no significant influence on stickiness in the B2CVC environment. This study contributes to the growing body of literature on B2CVCs, specifically addressing gaps in the academic research by integrating measures of beliefs, attitudes, and behaviors in one model. The results provide additional insights to behavioral factors in a B2CVC environment, helping to sort out relationships between traditional measures and relatively new measures. For practitioners, the identification of factors, such as member involvement, that strongly influence B2CVC member satisfaction can help focus technological resources in key areas. Global e-marketers can develop marketing strategies directly targeting B2CVC members. In the global tourism business, they can target Chinese members of a B2CVC by providing special discounts for active community members or developing early adopter programs to encourage stickiness in the community. Future studies are called for, and more sophisticated modeling, to expand the measurement of B2CVC member behavior and to conduct experiments across industries, communities, and cultures.

• Asia pacific journal of information systems
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• v.24 no.2
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• pp.211-232
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• 2014

Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business Living Social with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price Economic as the most important CSF influencing purchasing intention, the users regard 'Trust' as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rathe than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers' damage case due to false and puffery advertising forgeries, it could have a negative influence on the image of the social commerce industry in general. Instead of advertising with famous celebrities and using a bombastic amount of money on marketing expenses, the social commerce industry should be able to use the word of mouth effect between users by making use of the social network service, the major marketing method of initial social commerce. The word of mouth effect occurring from consumers' spontaneous self-marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers; in this context, the word of mouth effect should be managed as the CSF of social commerce. Third, Trade safety was not derived as one of the CSF. Recently, with e-commerce like social commerce and Internet shopping increasing in a variety of methods, the importance of trade safety on the Internet also increases, but in this study result, trade safety wasn't evaluated as CSF of social commerce by both groups. This study judges that it's because both service provider groups and user group are perceiving that there is a reliable PG(Payment Gateway) which acts for e-payment of Internet transaction. Accordingly, it is understood that both two groups feel that social commerce can have a corporate identity by website and differentiation in products and services in sales, but don't feel a big difference by business in case of e-payment system. In other words, trade safety should be perceived as natural, basic universal service. Fourth, it's necessary that service providers should intensify the communication with users by making use of social network service which is the major marketing method of social commerce and should be able to use the word of mouth effect between users. The word of mouth effect occurring from consumers' spontaneous self- marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers. in this context, it is judged that the word of mouth effect should be managed as CSF of social commerce. In this paper, the characteristics of social commerce are limited as five independent variables, however, if an additional study is proceeded with more various independent variables, more in-depth study results will be derived. In addition, this research targets social commerce service providers and the users, however, in the consideration of the fact that social commerce is a two-sided market, drawing CSF through an analysis of perception gap between social commerce service providers and its advertisement clients would be worth to be dealt with in a follow-up study.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.65-88
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• 2008

Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market. In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner's reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor's supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor's supports and communication like to enhance the franchisee's satisfaction with previous outcome, and the franchisor's supports, communication and he franchisee's satisfaction with previous outcome tend to decrease conflict. Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics. Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees' perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items). The reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were $X^2$= 159.699, p=0.004, d.f. = 116, GFI =.879, NFI =.898, CFI =.969, IFI =.970, TLI =.959, RMR =.058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than.80 and the AVE of each construct was greater than.50. According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: $X^2$= 142.126, p = 0.044, d.f. = 115, GFI =.892, NFI =.909, CFI =.981, IFI =.981, TLI =.974, RMR =.057. As hypothesized, the results showed that it is strategically important to establish trust in a franchise system, and the franchisor's supports, communication and satisfaction with previous outcome tend to reinforce franchisee's trust. The results also showed trust seems to decrease as the experience of conflict episodes increases. And we also noticed that franchisor's supports and communication tend to enhance the franchisee's satisfaction with previous outcome, and communication tend to decrease conflict. If the trust between the franchisor and franchisee can be established in a franchise system, franchising offers many benefits and reduces many costs. To manage a mutual trust of relationship with their franchisees, franchisor's should provide support effectively to their franchisees. Effective assistant services have direct effect on franchisees' satisfaction with previous outcome and trust in franchisor. Especially, franchise sales process, orientation, and training in the start-up period are key elements for success of the franchise system. Franchisor's support is an accumulated separate satisfaction evaluation with different kind of service provided by the franchisor. And providing support definitely can improve the trustworthy image of the franchisor. In the franchise system, conflicts of interests and exertions of different power sources are very common. The experience of conflict episodes seems to negatively relate to trust. Therefore, it is important to reduce the negative side of the relationship conflicts. Communication actually plays a broader role in reducing conflict and establish mutual trust in franchisor-franchisee relationship. And effective communication between franchisors and franchisees can improve franchisees' satisfaction toward the franchise system. As the diversification of Chinese markets, both franchisors and franchisees must keep the relevant, timely, and reliable communication. And it is very important to improve the quality of communication. Satisfaction with precious outcomes seems to positively relate to trust. Franchisors and franchisees that are highly satisfied with the previous outcomes that flow from their relationship will perceive their partner as advancing their goal achievement. Therefore, it is necessary for both franchisor and their franchisees to make the welfare of partner with effort. Little literature has focused on what factors affect the trust between franchisors and their franchisees in China. This study developed the hypotheses regarding the factors affecting trust in the transaction relationship. The results of data analysis supported the hypotheses strongly. There are certain limitations in this study. First, we may point out that some other factors missed in this study could be significantly important. Second, the context of this study, food service industry, limits its potential generalizability for all franchise systems. More studies in different categories of franchise system are needed to broaden its generalizability. Third, the model was tested empirically in a sample in Beijing, more empirical tests of the proposed model in other Chinese areas are needed. Finally, the analysis in this study was solely based on the perception of franchisees and the opinions of franchisors were not included.