• Asia pacific journal of information systems
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• 제19권2호
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• pp.195-221
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• 2009

According to an industry report, a large number of organizations have invested in Organizational Information System(OIS) in the past few years. Several research results indicate that successful investments in OIS lead to productivity enhancement, while failed ones result in undesirable consequences such as financial losses and dissatisfaction among employees. In spite of huge investments, however, many organizations have failed in achieving the hoped-for returns from OIS. Thus, understanding user acceptance, adoption, and usage of new IS(Information Systems) is an important issue for IS practitioners. Indeed, study of the user acceptance of new information system has been one of the most important research topics in the contemporary IS literature. Several theoretical models are tested to examine 'user acceptance' and 'usage behavior' in IS context. While many research models incorporate 'ease of use' or 'usefulness' as important factors in explaining user acceptance, Technology Acceptance Model(TAM) has been one of the most widely applied models in user acceptance and usage behavior. Even in recent IS studies that employ theories of innovation diffusion in the area of IS implementation, a major focus has been on the user's perception of information technologies. In this research, we study 'voluntariness' as an important factor in IS acceptance by users. Voluntariness is defined as "the degree to which the use of the innovation is perceived as being voluntary, or of free will" When examining the diffusion of accepting OIS, a thoughtful consideration should be given to 'perceived voluntariness.' Current article has following research questions: 1) What models are appropriate to explain the success of OIS? and 2) How does the 'voluntariness' affect the success of OIS? In order to answer these questions, a research model is proposed to describe the detailed nature of association among three independent variables (IT usage level, task interdependency, and organizational support), a mediating variable (IS usage), a dependent variable (perceived performance), and a moderating variable(perceived voluntariness). The central claim of this article is that organizations hardly realize expected returns from OIS investments unless perceived voluntariness is effectively managed after operating OIS. As an example of OIS in this study we have selected the Intranet of Republic of Korea Air Force (ROKAF). ROKAF has implemented the Intranet in an attempt to improve communication and coordination within the organization. To test our research model and hypotheses, survey questionnaires were first sent out to 400 Intranet users. With the assistance of ROKAF, Intranet users were initially identified among its members, and subjects were randomly drawn from the pool. 377 survey responses were finally returned. The unit of measurement and analysis in this research is a personal level. Path analysis based on structural equation modeling was used to test research hypotheses. Construct validity represents accordance between the theoretical base concept of constructs and its measurement items. Tests for the reliability and discriminant validity are accepted, thus verifying our survey instrument. In this research, we have proposed a conceptual framework to highlight the importance of perceived voluntariness after organization deploys OIS. The results of our analysis present several key finding. First, all three independent variables (IT usage level, task interdependency, and organizational support) have significant effects on IS usage, which will eventually improve performance. Thus, IS usage plays a mediating role between antecedent variables (IT usage level. task interdependency, and organizational support) and performance improvement. Second, the effect of the task dependency was the highest for IS usage among the three antecedent variables. This is highly plausible since one of the Intranet's major capabilities is to facilitate communication among members within an organization. Accordingly, we conclude that the higher the task dependency, the higher Intranet usage. The effect of user's IT usage level was the second, while the effect of the organizational support was the third. Finally, the perceived voluntariness plays a pivotal role in enhancing perceived performance in personal level after launching the Intranet. Relationships among investigated variables were significantly different between groups with a high level and a low level of voluntariness. The impact of the Intranet usage on the performance was greater in the higher level voluntariness group than in the lower one. For the lower level voluntariness group, the user's IT usage had the highest effect on the Intranet usage among the three antecedent variables. In short, our study suggests that the higher the perceived voluntariness is the more IS usage will be. Perceived voluntariness was found to have a moderating effect on the relationships among user IT usage level, task interdependency, IS usage, and perceived performance, supporting all the hypotheses on the moderating effect. Most of all, user IT usage level has the strongest influence on IS usage, indicating that users with superior IT usage are more likely to enjoy a high level of perceived performance.

• Asia pacific journal of information systems
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• 제21권4호
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• pp.1-25
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• 2011

Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth, Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions, However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust, While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust, According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust, For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004), By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted, That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004), In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk, In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk, We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk ${\rightarrow}$ trust), H1-2 (psychological risk ${\rightarrow}$ trust) and H1-5 (online payment risk ${\rightarrow}$ trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust ${\rightarrow}$ purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First. it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

• 한국유통학회지:유통연구
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• 제17권1호
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• pp.65-86
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• 2012

우리나라에 유통업체상표(Private Label)가 도입된 지 10년이 넘었음에도 불구하고 유통업체 상표에 대한 대부분의 연구는 소비자 관점에서 진행되어져 왔다. 본 연구는 유통업체상표를 소비자 관점이 아닌 제조업체의 관점에서 바라본 연구로, 제조업체의 유통업체상표 생산에 영향을 미치는 내외부적 요인들에 대해서 자원기반이론과 S-C-P Paradigm의 통합적인 연구모형인 전략적 시장관리 관점을 제시하였다. 연구결과를 보면, 제조업체의 마케팅 역량이 높을수록 전체 매출에서 유통업체상표가 차지하는 매출이 적은 것으로 나타났으며, 마케팅 역량에는 제조업체 브랜드명성, 마케팅 투자, 제품포트폴리오 등이 영향을 미치는 것으로 나타났다. 또한 제조업체의 마케팅 역량과 유통업체 상표 생산 간의 관계에는 제조업체의 경쟁강도가 조절효과를 미치는 것으로 나타났는데, 이는 일반적으로 마케팅 역량이 높은(낮은) 기업일수록 전체 매출에서 유통업체상표가 차지하는 비율이 낮지만(높지만), 이러한 기업들 중 경쟁강도를 낮게 지각하는 제조업체의 전체매출 중 유통업체상표가 차지하는 매출은 경쟁강도를 높게 지각하는 제조업체들에 비해 상대적으로 높게 나타났다. 이러한 연구결과를 바탕으로, 본 연구는 유통업체상표 생산에 대한 이론 및 실무적인 시사점을 제시하고 있다.

• 마케팅과학연구
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• 제18권2호
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• pp.65-88
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• 2008

본 연구는 중국 프랜차이즈 시스템에 참여하는 본부와 가맹점 사이의 신뢰에 영향을 미치는 요인에 대해서 규명하고자 하였다. 중국의 외식 프랜차이즈 산업 가맹점을 조사대상으로 한 실증분석 결과, 프랜차이즈 시스템에서는 신뢰의 형성이 매우 중요하며, 이를 위하여 본부의 가맹점에 대한 지원의 강화, 양자 간의 원활한 커뮤니케이션, 가맹점의 과거결과에 대한 만족의 증진, 양자 간의 갈등 예방 및 해소가 필요하며, 이러한 본부의 가맹점에 대한 지원과 원활한 커뮤니케이션이 가맹점의 과거결과에 대한 만족을 증가시킬 수 있고, 원활한 커뮤니케이션이 양자 간의 갈등을 감소시킬 수 있는 것으로 나타났다.

• 한국유통학회지:유통연구
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• 제15권4호
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• pp.61-85
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• 2010

본 연구에서는 국내 대형할인점의 확산을 효과적으로 설명하기 위해 기업의 정보와 구매자의 구전으로 확산을 설명하는 Bass모형에 제3의 요소로 공간적 영향력을 고려하였다. 국내 대형할인점의 확산은 확산중심지인 서울경인지역에서 저차중심지인 4개 지역권역으로 확산되는 형태를 보임에 따라 공간적 영향이 중요하게 작용할 것으로 기대된다. 본 연구에서 공간적으로 구분된 시장 A(확산중심지)가 시장 B(저차중심지)에 미치는 영향이 완전히 통제되지 못하는 상황에서 시장 A가 시장 B에 미치는 공간적 영향을 다국가확산모형(multinational diffusion model)을 확장한 공간확산모형(spatial diffusion model)을 이용하여 정의하였다. Bass모형과 공간확산모형의 모수추정을 통해 두 가지 정보전달경로와 관련된 혁신계수와 모방계수로 확산을 설명하는 Bass모형보다 공간확산모형이 국내 대형할인점 확산을 더욱 효과적으로 설명하는 것으로 나타났다. 또한 혁신중심지인 서울경인과 4개 지역권역의 소매환경을 나타내는 개념적 거리에 따라 공간확산모형에서 공간적요인의 영향력이 달라질 것이 기대되어 공간확산계수와 소매환경변수간의 상관관계를 살펴보았고, 연구결과 확산중심지에서 저차중심지에 대한 공간적 영향력은 저차중심지의 소매환경이 확산중심지의 소매환경과 유사할수록 크다는 것을 밝혀내었다.

• 중소기업연구
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• 제33권4호
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• pp.77-93
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• 2011

본 연구는 최근 사회경제적 이슈가 되고 있는 동반성장의 개념과 실천 방향에 대해 논의하고자 한다. 이를 위해 동반성장의 정책적 개념을 살펴보고 유사한 개념인 상생협력과 공생발전과도 비교 분석하고자 한다. 또한 동반성장을 통해 글로벌 경쟁력을 만들어 낸 선진국 사례들로부터 교훈을 찾아내고 우리의 사회 문화적 특성에 맞는 한국형 모델을 제안하고자 한다. 한국형 동반성장 모델은 미국의 시장중심형, 일본의 문화기반형, 유럽의 정책주도형 등의 장점을 융합할 필요가 있다. 이를 위해 한국형 모델은 공동체적 에너지를 창출해내는 한국인의 잠재력 활용, 통제와 자율의 융합형 제도 개선, 미래지향적 협력관계를 위한 기업들의 행동변화 등 세 가지 요인을 핵심으로 할 필요가 있다. 한국형 모델의 실현을 위해 필요한 정부의 역할과 과제, 그리고 동반성장위원회의 역할에 대해서도 논의하고자 한다.