• Title/Summary/Keyword: university service

Search Result 31,863, Processing Time 0.064 seconds

Analysis of Research on Christian Infant Parents (기독교 영아기 부모 관련 연구 분석)

  • Minjung Kim
    • Journal of Christian Education in Korea
    • /
    • v.77
    • /
    • pp.47-62
    • /
    • 2024
  • Purpose of the study : The purpose of this study was to analyze research on Christian infant parents in terms of research period, research content, and research method, and seek directions for research projects related to Christian infant parents. Research content and methods : For this study, domestic master's and doctoral dissertation published from 1995 to 2023 by the national assembly library and the research information sharing service (RISS) were collected under the categories 'Christianity', 'infant', 'infancy', and 'parent'. A total of 40 studies were extracted by searching with these keywords and excluding redundant studies. In addition, the frequency and percentage were calculated by classifying and analyzing the results into three criteria: research period, research content, and research method. Conclusions and Recommendations : Research on Christian infant parents increased significantly between 2016 and 2020, with 10 studies (25%) conducted during this period, indicating a more active engagement in this area compared to other times. Master's theses accounted for 39 studies (97.5%), while doctoral dissertation comprised 1 study (2.5%), suggesting a predominance of research at the master's level. Regarding the content of the research on Christian infant parents, practice studies accounted for 34 studies (85%), while basic research accounted for 6 studies (15%). Field-related studies such as the development of parental education programs and materials for infants continued to be carried out steadily, but there was a lack of theoretical, philosophical, perceptual, and factual investigation research on Christian infant parents. Methodologically, literature reviews were prevalent, with 27 studies (67.5%), followed by quantitative studies with 10 studies (25%), and qualitative studies with 3 studies (7.5%). Various types of research, including quantitative, qualitative, and literature reviews, were conducted between 2016 and 2020. Based on the research findings, in-depth qualitative studies conducted through observation and interviews, as well as mixed-method studies complementing single studies, should be conducted for a long-term perspective on research involving Christian infant and child parents.

Efficient use of artificial intelligence ChatGPT in educational ministry (인공지능 챗GPT의 교육목회에 효율적인 활용방안)

  • Jang Heum Ok
    • Journal of Christian Education in Korea
    • /
    • v.78
    • /
    • pp.57-85
    • /
    • 2024
  • Purpose of the study: In order to utilize artificial intelligence-generated AI in educational ministry, this study analyzes the concept of artificial intelligence and generative AI and the educational theological aspects of educational ministry to find ways to efficiently utilize artificial intelligence ChatGPT in educational ministry. Contents and methods of the study: The contents of this study are. First, the contents of this study were analyzed by dividing the concepts of artificial intelligence and generative AI into the concept of artificial intelligence, types of artificial intelligence, and generative language model AI ChatGPT. Second, the educational theological analysis of educational ministry was divided into the concept of educational ministry, the goals of educational ministry, the content of educational ministry, and the direction of educational ministry in the era of artificial intelligence. Third, the plan to use artificial intelligence ChatGPT in educational ministry is to provide tools for writing sermon manuscripts, preparation tools for worship and prayer, and church education, focusing on the five functions of the early church community. It was analyzed by dividing it into tools for teaching, tools for teaching materials for believers, and tools for serving and volunteering. Conclusion and Recommendation: The conclusion of this study is that, first, when writing sermon manuscripts through artificial intelligence ChatGPT, high-quality sermon manuscripts can be written through the preacher's spirituality, faith, and insight. Second, through artificial intelligence ChatGPT, you can efficiently design and plan worship services and prepare services that serve the congregation objectively through various scenarios. Third, by using artificial intelligence ChatGPT in church education, it can be used while maintaining a complementary relationship with teachers through collaboration with human and artificial intelligence teachers. Fourth, through artificial intelligence ChatGPT, we provide a program that allows members of the church community to share spiritual fellowship, a plan to meet the needs of church members and strengthen interdependence, and an attitude of actively welcoming new people and respecting diversity. It provides useful materials that can play an important role in giving, loving, serving, and growing together in the love of Christ. Lastly, through artificial intelligence ChatGPT, we are seeking ways to provide various information about volunteer activities, learning support for children and youth in the community, mentoring-related programs, and playing a leading role in forming a village community in the local community.

Development of an Automated Algorithm for Analyzing Rainfall Thresholds Triggering Landslide Based on AWS and AMOS

  • Donghyeon Kim;Song Eu;Kwangyoun Lee;Sukhee Yoon;Jongseo Lee;Donggeun Kim
    • Journal of the Korea Society of Computer and Information
    • /
    • v.29 no.9
    • /
    • pp.125-136
    • /
    • 2024
  • This study presents an automated Python algorithm for analyzing rainfall characteristics to establish critical rainfall thresholds as part of a landslide early warning system. Rainfall data were sourced from the Korea Meteorological Administration's Automatic Weather System (AWS) and the Korea Forest Service's Automatic Mountain Observation System (AMOS), while landslide data from 2020 to 2023 were gathered via the Life Safety Map. The algorithm involves three main steps: 1) processing rainfall data to correct inconsistencies and fill data gaps, 2) identifying the nearest observation station to each landslide location, and 3) conducting statistical analysis of rainfall characteristics. The analysis utilized power law and nonlinear regression, yielding an average R2 of 0.45 for the relationships between rainfall intensity-duration, effective rainfall-duration, antecedent rainfall-duration, and maximum hourly rainfall-duration. The critical thresholds identified were 0.9-1.4 mm/hr for rainfall intensity, 68.5-132.5 mm for effective rainfall, 81.6-151.1 mm for antecedent rainfall, and 17.5-26.5 mm for maximum hourly rainfall. Validation using AUC-ROC analysis showed a low AUC value of 0.5, highlighting the limitations of using rainfall data alone to predict landslides. Additionally, the algorithm's speed performance evaluation revealed a total processing time of 30 minutes, further emphasizing the limitations of relying solely on rainfall data for disaster prediction. However, to mitigate loss of life and property damage due to disasters, it is crucial to establish criteria using quantitative and easily interpretable methods. Thus, the algorithm developed in this study is expected to contribute to reducing damage by providing a quantitative evaluation of critical rainfall thresholds that trigger landslides.

The effect of adult learners' motivation to participate in hair education and program satisfaction on lifelong learning happiness index (성인학습자의 헤어교육 참여동기와 프로그램 만족도가평생학습 행복지수에 미치는 영향)

  • Lim Soon Ja
    • The Journal of the Convergence on Culture Technology
    • /
    • v.10 no.5
    • /
    • pp.367-372
    • /
    • 2024
  • It was intended to explore the relationship between motivation for participation in hair education, program satisfaction, and lifelong learning happiness index for adult learners at the Lifelong Education Center, and to provide basic data for revitalizing lifelong education programs. Today, universities have conditions as a comprehensive educational institution with practicality that can meet various and high-quality lifelong educational needs. The university-affiliated Lifelong Education Center plays a role in ensuring the right to learn for all citizens as well as fulfilling the social service function and greatly expanding educational opportunities, which is one of the essential functions of universities, by making good use of the excellent transfer material resources of universities. Adults should now seek professional self-identity through retraining, and respond flexibly to various social situations such as increasing roles, expanding responsibility, and uncertainty in the job and employment structure toward professional socialization in the professional world The subject of the study was to collect data by distributing 90 questionnaires to adult learner hair education subjects in G area, and 85 copies were finally used for SPSS 26.0 for Windows analysis, excluding questionnaires with insufficient responses. The survey period was from November 1 to December 27, 2023. First, it was found that adult learners' motivation to participate in hair education has an effect on the lifelong learning happiness index. Second, it was found that adult learners' satisfaction with the program of hair care workers has an effect on the lifelong learning happiness index. Through this study, it is judged that it is necessary to understand what can maximize the high lifelong learning happiness index, and to meet the learning needs of modern people living in the age of 100, increase their potential, help them design a second life, contribute to self-realization and society, and help them have steady, self-directed lifelong learning opportunities.

A Basic Study on the Establishment of Preservation and Management for Natural Monument(No.374) Pyeongdae-ri Torreya nucifera forest of Jeju (천연기념물 제374호 제주 평대리 비자나무 숲의 보존·관리방향 설정을 위한 기초연구)

  • Lee, Won-Ho;Kim, Dong-Hyun;Kim, Jae-Ung;Oh, Hae-Sung;Choi, Byung-Ki;Lee, Jong-Sung
    • Journal of the Korean Institute of Traditional Landscape Architecture
    • /
    • v.32 no.1
    • /
    • pp.93-106
    • /
    • 2014
  • In this study, Analyze environment of location, investigation into vegetation resources, survey management status and establish to classify the management area for Natural monument No.374 Pyengdae-ri Torreya nucifera forest. The results were as follows: First, Torreya nucifera forest is concerned about influence of development caused by utilization of land changes to agricultural region. Thus, establish to preservation management plan for preservation of prototypical and should be excluded development activity to cause the change of terrain that Gotjawal in the Torreya nucifera forest is factor of base for generating species diversity. Secondly, Torreya nucifera forest summarized as 402 taxa composed 91 familly 263 genus, 353 species, 41 varieties and 8 forms. The distribution of plants for the first grade & second grade appear of endangered plant to Ministry of Environment specify. But, critically endangered in forest by changes in habitat, diseases and illegal overcatching. Therefore, when establishing forest management plan should be considered for put priority on protection. Thirdly, Torreya nucifera representing the upper layer of the vegetation structure. But, old tree oriented management and conservation strategy result in poor age structure. Furthermore, desiccation of forest on artificial management and decline in Torreya nucifera habitat on ecological succession can indicate a problem in forest. Therefore, establish plan such as regulation of population density and sapling tree proliferation for sustainable characteristics of the Torreya nucifera forest. Fourth, Appear to damaged of trails caused by use. Especially, Scoria way occurs a lot of damaged and higher than the share ratio of each section. Therefore, share ratio reduction Plan should be considered through the additional development of tourism routes rather than the replacement of Scoria. Fifth, Representing high preference of the Torreya nucifera forest tourist factor confirmed the plant elements. It is sensitive to usage pressure. And requires continuous monitoring by characteristic of Non-permanent. In addition, need an additional plan such as additional development of tourism elements and active utilizing an element of high preference. Sixth, Strength of protected should be differently accordance with importance. First grade area have to maintenance of plant population and natural habitats. Set the direction of the management. Second grade areas focus on annual regeneration of the forest. Third grade area should be utilized demonstration forest or set to the area for proliferate sapling. Fourth grade areas require the introduced of partial rest system that disturbance are often found in proper vegetation. Fifth grade area appropriate to the service area for promoting tourism by utilizing natural resources in Torreya nucifera forest. Furthermore, installation of a buffer zone in relatively low ratings area and periodic monitoring to the improvement of edge effect that adjacent areas of different class.

A Study on the Cultural Landscape Metamorphosis of ChoYeon Pavilion's Garden in SoonCheon City (순천 초연정(超然亭) 원림의 문화경관 변용 양상)

  • Kahng, Byung-Seon;Lee, Seung-Yoen;Shin, Sang-Sup
    • Journal of the Korean Institute of Traditional Landscape Architecture
    • /
    • v.35 no.3
    • /
    • pp.13-21
    • /
    • 2017
  • The Cho-yeon Pavilion located in the Wangdae village in Samcheong-ri, Songgwang-myeon, Suncheon-si, was transformed into a place of refuge, a shrine, a vacation home, a lecture hall for kings. Based on the change, the current study has explored the periodic changing placeness and the transformation of cultural landscape and has figured out the meaning. The result of this study is as follows. First, "Cho-yeon", named by Yeonjae Song, Byeong-Seon, originated from Tao Te Ching of Lao Tzu. The concept is found not only in the Cho-yeon Pavilion in Suncheon but also in various places, such as, the Cho-yeon-dae in Pocheon, of the Cho-yeon-dae in Gapyeong, of the Cho-yeon-dae of the embankment behind the Gioheon of Changdeok-gung Garden, Cho-Yeon-Mul-Oe old buildings, including Jung(亭), Dae(臺), Gak(閣), of Ockriukag in Yuseong, etc. This shows that taoistic Poongrhu was naturally grafted onto confucian places, which is one of the examples of the fusion of Confucianism, Buddhism, and Taoism. Second, the placeness of the Cho-yeon Pavilion area is related to a legend that King Gong-min sought refuge here at the end of the Koryo Dynasty. The legend is based on the Wangdae village(king's region), Yu-Gyeong(留京)(the place where kings stayed), rock inscription of Wang-Dae-Sa-Jeok, Oh-Jang-Dae (the place where admiral flags were planted), and the Mohusan Mountain. Third, the Cho-yeon Pavilion not only has a base(the vacation home) that reflects confucian values from the rock inscription(趙鎭忠別業, 趙秉翼, 宋秉璿) of the beautiful rock walls and torrents but also has territoriality as taoistic Abode of the Immortals (there are places where people believe taoist hermits with miraculous powers live within 1km of the pavillion: Wol-Cheong(月靑), Pung-Cheong(風靑), Su-Cheong(水靑), Dong-Cheon(洞天). The Cho-yeon Pavilion also reflects the heaven of Neo-Confucianism for, pursuing study, and improving aesthetic sense by expanding its outer area and establishing the nine Gok: Se-Rok-Gyo(洗鹿橋)., Bong-Il-Dae(捧日臺), Ja-Mi-Gu(紫薇鳩), Un-Mae-Dae(雲梅臺), Wa-Ryong-Chong(臥龍叢), Gwang-Seok-Dae(廣石臺), Eun-Seon-Gul(隱仙窟), Byeok-Ok-Dam(碧玉潭), and Wa-Seok-Po(臥石布). In sum, the Cho-yeon Pavilion is a complex cultural landscape. Fourth, the usage of the Cho-yeon Pavilion was expanded and transformed: (1)Buddhist monastery${\rightarrow}$(2)Confucian vacation home${\rightarrow}$(3)Vacation home+Taoistic Poongrhu Place${\rightarrow}$(4)Vacation Home+Taoistic Poongrhu Place+Lecture Hall(the heaven of Neo-Confucianism). To illustrate, in 7978, the place served as Buddist Monk Kwang-Sa's monastery; in 1863, Cho, Jin-Choong established a vacation home by building a shrine in front of the tomb of his ancestor; in 1864, Cho, Jae-Ho expanded its usage to a vacation home to serve ancestors as a taoistic place by repairing the pavilion with roof tiles; and after 1890, Cho, Jun-Sup received the name of the pavilion, Cho-yeon, from his teacher Song, Byeong-Seon, and used the Pavilion for a lecture hall.

Determinants of Consumer Responses to Retail Out-of-Stocks (점포내 품절상황에서 소비자 반응행동유형별 결정요인)

  • Chun, Dal-Young;Choi, Jong-Rae;Joo, Young-Jin
    • Journal of Distribution Research
    • /
    • v.16 no.4
    • /
    • pp.29-64
    • /
    • 2011
  • Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.

    shows the research model of this study. To accomplish above-mentioned research objectives, the following ten hypotheses were proposed and verified : ${\bullet}$ H 1 : When out-of-stock situation occurs, purchase urgency will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 2 When out-of-stock situation occurs, surprise will decrease product substitution and purchase delay but will Increase store switching among consumer responses. ${\bullet}$ H 3 : When out-of-stock situation occurs, purchase quantities will increase product substitution and store switching but will decrease purchase delay among consumer responses. ${\bullet}$ H 4 : When out-of-stock situation occurs, pre-purchase plan will decrease product substitution but will increase purchase delay and store switching among consumer responses. ${\bullet}$ H 5 : When out-of-stock situation occurs, product assortment will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 6 : When out-of-stock situation occurs, competitive store price image will increase product substitution and purchase delay but will decrease store switching among consumer responses. ${\bullet}$ H 7 : When out-of-stock situation occurs, store convenience will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 8 : When out-of-stock situation occurs, salesperson services will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 9 : When out-of-stock situation occurs, brand loyalty will decrease product substitution but will increase purchase delay and store switching among consumer responses. ${\bullet}$ H 10 When out-of-stock situation occurs, store loyalty will increase product substitution and purchase delay but will decrease store switching among consumer responses. Analysis: Data were collected from 353 respondents who experienced out-of-stock situations in various store types such as large discount stores, supermarkets, etc. Research model and hypotheses were verified using multinomial logit(MNL) analysis. Results and Implications: is the estimation results of l\1NL model, and
    shows the marginal effects for each determinant to consumer's responses(SDL). Significant statistical results were as follows. Purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty were turned out to be significant determinants to influence consumer alternative behaviors in case of out-of-stock situation. Specifically, first, product substitution behavior was triggered by purchase urgency, surprise, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Second, purchase delay behavior was led by purchase urgency, purchase quantities, and brand loyalty. Third, store switching behavior was influenced by purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Finally, when out-of-stock situation occurs, store convenience and salesperson service did not have significant effects on consumer alternative responses.

  • PDF
  • A Study of Factors Associated with Software Developers Job Turnover (데이터마이닝을 활용한 소프트웨어 개발인력의 업무 지속수행의도 결정요인 분석)

    • Jeon, In-Ho;Park, Sun W.;Park, Yoon-Joo
      • Journal of Intelligence and Information Systems
      • /
      • v.21 no.2
      • /
      • pp.191-204
      • /
      • 2015
    • According to the '2013 Performance Assessment Report on the Financial Program' from the National Assembly Budget Office, the unfilled recruitment ratio of Software(SW) Developers in South Korea was 25% in the 2012 fiscal year. Moreover, the unfilled recruitment ratio of highly-qualified SW developers reaches almost 80%. This phenomenon is intensified in small and medium enterprises consisting of less than 300 employees. Young job-seekers in South Korea are increasingly avoiding becoming a SW developer and even the current SW developers want to change careers, which hinders the national development of IT industries. The Korean government has recently realized the problem and implemented policies to foster young SW developers. Due to this effort, it has become easier to find young SW developers at the beginning-level. However, it is still hard to recruit highly-qualified SW developers for many IT companies. This is because in order to become a SW developing expert, having a long term experiences are important. Thus, improving job continuity intentions of current SW developers is more important than fostering new SW developers. Therefore, this study surveyed the job continuity intentions of SW developers and analyzed the factors associated with them. As a method, we carried out a survey from September 2014 to October 2014, which was targeted on 130 SW developers who were working in IT industries in South Korea. We gathered the demographic information and characteristics of the respondents, work environments of a SW industry, and social positions for SW developers. Afterward, a regression analysis and a decision tree method were performed to analyze the data. These two methods are widely used data mining techniques, which have explanation ability and are mutually complementary. We first performed a linear regression method to find the important factors assaociated with a job continuity intension of SW developers. The result showed that an 'expected age' to work as a SW developer were the most significant factor associated with the job continuity intention. We supposed that the major cause of this phenomenon is the structural problem of IT industries in South Korea, which requires SW developers to change the work field from developing area to management as they are promoted. Also, a 'motivation' to become a SW developer and a 'personality (introverted tendency)' of a SW developer are highly importantly factors associated with the job continuity intention. Next, the decision tree method was performed to extract the characteristics of highly motivated developers and the low motivated ones. We used well-known C4.5 algorithm for decision tree analysis. The results showed that 'motivation', 'personality', and 'expected age' were also important factors influencing the job continuity intentions, which was similar to the results of the regression analysis. In addition to that, the 'ability to learn' new technology was a crucial factor for the decision rules of job continuity. In other words, a person with high ability to learn new technology tends to work as a SW developer for a longer period of time. The decision rule also showed that a 'social position' of SW developers and a 'prospect' of SW industry were minor factors influencing job continuity intensions. On the other hand, 'type of an employment (regular position/ non-regular position)' and 'type of company (ordering company/ service providing company)' did not affect the job continuity intension in both methods. In this research, we demonstrated the job continuity intentions of SW developers, who were actually working at IT companies in South Korea, and we analyzed the factors associated with them. These results can be used for human resource management in many IT companies when recruiting or fostering highly-qualified SW experts. It can also help to build SW developer fostering policy and to solve the problem of unfilled recruitment of SW Developers in South Korea.

    Organizational Buying Behavior in an Interdependent World (상호의존세계중적조직구매행위(相互依存世界中的组织购买行为))

    • Wind, Yoram;Thomas, Robert J.
      • Journal of Global Scholars of Marketing Science
      • /
      • v.20 no.2
      • /
      • pp.110-122
      • /
      • 2010
    • The emergence of the field of organizational buying behavior in the mid-1960’s with the publication of Industrial Buying and Creative Marketing (1967) set the stage for a new paradigm of thinking about how business was conducted in markets other than those serving ultimate consumers. Whether it is "industrial marketing" or "business-to-business marketing" (B-to-B), organizational buying behavior remains the core differentiating characteristic of this domain of marketing. This paper explores the impact of several dynamic factors that have influenced how organizations relate to one another in a rapidly increasing interdependence, which in turn can impact organizational buying behavior. The paper also raises the question of whether or not the major conceptual models of organizational buying behavior in an interdependent world are still relevant to guide research and managerial thinking, in this dynamic business environment. The paper is structured to explore three questions related to organizational interdependencies: 1. What are the factors and trends driving the emergence of organizational interdependencies? 2. Will the major conceptual models of organizational buying behavior that have developed over the past half century be applicable in a world of interdependent organizations? 3. What are the implications of organizational interdependencies on the research and practice of organizational buying behavior? Consideration of the factors and trends driving organizational interdependencies revealed five critical drivers in the relationships among organizations that can impact their purchasing behavior: Accelerating Globalization, Flattening Networks of Organizations, Disrupting Value Chains, Intensifying Government Involvement, and Continuously Fragmenting Customer Needs. These five interlinked drivers of interdependency and their underlying technological advances can alter the relationships within and among organizations that buy products and services to remain competitive in their markets. Viewed in the context of a customer driven marketing strategy, these forces affect three levels of strategy development: (1) evolving customer needs, (2) the resulting product/service/solution offerings to meet these needs, and (3) the organization competencies and processes required to develop and implement the offerings to meet needs. The five drivers of interdependency among organizations do not necessarily operate independently in their impact on how organizations buy. They can interact with each other and become even more potent in their impact on organizational buying behavior. For example, accelerating globalization may influence the emergence of additional networks that further disrupt traditional value chain relationships, thereby changing how organizations purchase products and services. Increased government involvement in business operations in one country may increase costs of doing business and therefore drive firms to seek low cost sources in emerging markets in other countries. This can reduce employment opportunitiesn one country and increase them in another, further accelerating the pace of globalization. The second major question in the paper is what impact these drivers of interdependencies have had on the core conceptual models of organizational buying behavior. Consider the three enduring conceptual models developed in the Industrial Buying and Creative Marketing and Organizational Buying Behavior books: the organizational buying process, the buying center, and the buying situation. A review of these core models of organizational buying behavior, as originally conceptualized, shows they are still valid and not likely to change with the increasingly intense drivers of interdependency among organizations. What will change however is the way in which buyers and sellers interact under conditions of interdependency. For example, increased interdependencies can lead to increased opportunities for collaboration as well as conflict between buying and selling organizations, thereby changing aspects of the buying process. In addition, the importance of communication processes between and among organizations will increase as the role of trust becomes an important criterion for a successful buying relationship. The third question in the paper explored consequences and implications of these interdependencies on organizational buying behavior for practice and research. The following are considered in the paper: the need to increase understanding of network influences on organizational buying behavior, the need to increase understanding of the role of trust and value among organizational participants, the need to improve understanding of how to manage organizational buying in networked environments, the need to increase understanding of customer needs in the value network, and the need to increase understanding of the impact of emerging new business models on organizational buying behavior. In many ways, these needs deriving from increased organizational interdependencies are an extension of the conceptual tradition in organizational buying behavior. In 1977, Nicosia and Wind suggested a focus on inter-organizational over intra-organizational perspectives, a trend that has received considerable momentum since the 1990's. Likewise for managers to survive in an increasingly interdependent world, they will need to better understand the complexities of how organizations relate to one another. The transition from an inter-organizational to an interdependent perspective has begun, and must continue so as to develop an improved understanding of these important relationships. A shift to such an interdependent network perspective may require many academicians and practitioners to fundamentally challenge and change the mental models underlying their business and organizational buying behavior models. The focus can no longer be only on the dyadic relations of the buying organization and the selling organization but should involve all the related members of the network, including the network of customers, developers, and other suppliers and intermediaries. Consider for example the numerous partner networks initiated by SAP which involves over 9000 companies and over a million participants. This evolving, complex, and uncertain reality of interdependencies and dynamic networks requires reconsideration of how purchase decisions are made; as a result they should be the focus of the next phase of research and theory building among academics and the focus of practical models and experiments undertaken by practitioners. The hope is that such research will take place, not in the isolation of the ivory tower, nor in the confines of the business world, but rather, by increased collaboration of academics and practitioners. In conclusion, the consideration of increased interdependence among organizations revealed the continued relevance of the fundamental models of organizational buying behavior. However to increase the value of these models in an interdependent world, academics and practitioners should improve their understanding of (1) network influences, (2) how to better manage these influences, (3) the role of trust and value among organizational participants, (4) the evolution of customer needs in the value network, and (5) the impact of emerging new business models on organizational buying behavior. To accomplish this, greater collaboration between industry and academia is needed to advance our understanding of organizational buying behavior in an interdependent world.

    The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content: China's Anti-virus Program Market (경험개치대소비자대전자내용적인지개치적중개영향(经验价值对消费者对电子内容的认知价值的中介影响): 중국살독연건시장(中国杀毒软件市场))

    • Jia, Weiwei;Kim, Sae-Bum
      • Journal of Global Scholars of Marketing Science
      • /
      • v.20 no.2
      • /
      • pp.219-230
      • /
      • 2010
    • Digital content makes big changes to our daily lives while bringing opportunities and challenges for companies. Creative firms integrate pictures, texts, videos, audios, and data by digitalization to develop new products or services and create digital experiences to promote their brands. Most articles on digital content contribute to the basic concept or development of marketing it in literature. Actually, compared with traditional value chains for common products or services, the digital content industry seems to have more potential value. Because quite a bit of digital content is free to the consumer, price is not necessarily perceived as an indicator of the quality or value of information (Rowley 2008). It becomes evident that a current theme in digital content is the issue of "value," and research on customers' perceived value of digital content is a necessity. This article argues that experiential value has an advantage in customers' evaluations of digital content. Two different but related contributions to the understanding of "value" of digital content are made here. First, based on the comparison of digital content with products and services, the article proposes two key characteristics that make experiential strategy available for digital content: intangibility and near-zero reproduction cost. On top of that, based on the discussion of the gap between company's idealized value and customer's perceived value, this article emphasizes that digital content prices and pricing of digital content is different from products and services. As a result of intangibility, prices may not reflect customer value. Moreover, the cost of digital content in the development stage may be very high while reproduction costs shrink dramatically. Moreover, because of the value gap mentioned before, the pricing polices vary for different digital contents. For example, flat price policy is generally used for movies and music (Magiera 2001; Netherby 2002), while for continuous demand, digital content such as online games and anti-virus programs involves a more complicated matter of utility and competitive price levels. Digital content companies have to explore various kinds of strategies to overcome this gap. Rethinking marketing solutions such as advertisements, images, and word-of-mouth and their effect on customers' perceived value becomes essential. China's digital content industry is becoming more and more globalized and drawing special attention from different countries and regions that have respective competitive advantages. The 2008-2009 Annual Report on the Development of China's Digital Content Industry (CCIDConsulting 2009) indicates that, with the driven power of domestic demand and governmental policy support, the country's digital content industry maintained a fast growth of some 30 percent in 2008, obviously indicating the initial stage of industry expansion. In China, anti-virus programs and other software programs which need to be updated use a quarter-based pricing policy. Customers can download a trial version for free and use it for six months or a year. If they want to use it longer, continuous payment is needed. They examine the excellence of the digital content during this trial period and decide whether to pay for continued usage. For China’s music and movie industries, as a result of initial development, experiential strategy has not been much applied, even though firms in other countries find the trial experience and explore important strategies(such as customers listening to music for several seconds for free before downloading it). For the above reasons, anti-virus program may be a representative for digital content industry in China and an exploratory study of the advantage of experiential value in customer's perceived value of digital content is done in the anti-virus market of China. In order to enhance the reliability of the survey data, this study focused on people who were experienced users of anti-virus programs. The empirical results revealed that experiential value has a positive effect on customers' perceived value of digital content. In other words, because digital content is intangible and the reproduction costs are nearly zero, customers' evaluations are based heavily on their experience. Moreover, image and word-of-mouth do not have a positive effect on perceived value, only on experiential value. That is to say, a digital content value chain is different from that of a general product or service. Experiential value has a notable advantage and mediates the effect of image and word-of-mouth on perceived value. The results of this study help provide an understanding of why free digital content downloads exist in developing countries. Customers can perceive the value of digital content only by using and experiencing it. This is also why such governments support the development of digital content. Other developing countries whose digital content business is also in the beginning stage can make use of the suggestions here. Moreover, based on the advantage of experiential strategy, companies should make more of an effort to invest in customers' experience. As a result of the characteristics and value gap of digital content, customers perceive more value in the intangible digital content only by experiencing what they really want. Moreover, because of the near-zero reproduction costs, companies can perhaps use experiential strategy to enhance customer understanding of digital content.


    (34141) Korea Institute of Science and Technology Information, 245, Daehak-ro, Yuseong-gu, Daejeon
    Copyright (C) KISTI. All Rights Reserved.