Earticle

기술적 진보가 눈부시게 이루어지면서 기존에 존재하지 않은 제품들이 개발되어 시장에 출시되고 있다. 태블릿 PC, 스마트폰과 같이 현재 보편화되고 있는 제품이지만 기존의 제품과는 차별성이 큰 혁신적 제품이 출현함에 따라 제품의 범위가 확대되고 있다. 이러한 제품들은 유형의 제품이지만 무형적 기능이 이루어지지 않을 때 제품의 본질적 기능이 소멸되는 제품이 늘어나고 있다. 따라서 제품의 무형성에 대한 연구가 필요하다고 본다. 본 연구는 제품의 내재되어 있으나 감각으로 확인이 어려운 제품의 무형성에 대해 살펴보고, 제품의 무형성을 정신적 무형성, 일반적 무형성, 물리적 무형성으로 구분하였다. 제품의 무형성이 위험 지각에 미치는 영향과 위험지각이 위험감소행동에 미치는 영향에 관해 실증적 분석을 하였다. 그리고 제품의 무형성과 위험지각 간의 관계에서 자기조절초점의 조절적 영향에 대해 연구하였다. 연구 결과, 정신적 무형성은 성능적 위험과 심리적 위험에 유의한 영향을 미치는 것으로 나타났으며, 일반적 무형성이 성능적 위험과 시간적 위험에 유의한 영향을 미치는 것으로 나타났다. 물리적 무형성은 금전적 위험과 성능적 위험에 유의한 영향을 미치는 것으로 나타났다. 소비자의 지각된 위험과 위험감소행동 간의 관계에서는 소비자가 성능적 위험을 지각할 때는 정보탐색 활용, 브랜드충성도 활용, 브랜드이미지 활용, 상점이미지 활용 등 위험감소행동에 모두 유의한 영향을 미치는 것으로 나타났다. 소비자가 시간적 위험을 지각할 때는 정보탐색 활용 위험감소행동에 부(-)의 영향을 미치는 것으로 나타났으며, 심리적 위험을 지각할 때는 브랜드이미지 활용, 상점이미지 활용 등의 위험감소행동에 유의한 영향을 미치는 것으로 나타났다. 자기조절초점의 조절적 효과에 대한 연구결과를 보면, 방어적 성향의 소비자집단이 촉진적 성향의 소비자집단보다 정신적 무형성에 대해 시간적 위험과 심리적 위험을 더 느끼는 것으로 나타났다. 일반적 무형성과 금전적 위험 간의 관계에서도 방어적 성향의 소비자집단이 촉진적 성향의 소비자집단보다 더 영향을 미치는 것으로 나타났으며, 물리적 무형성과 성능적 무형성과 성능적 위험 간의 관계에서 방어적 성향의 소비자집단이 촉진적 성향의 소비자집단이 더 영향을 미치는 것으로 나타났다. 본 연구는 소비자가 로봇 청소기 제품의 무형성에 대해 어떻게 지각하고 있으며, 어떤 유형의 위험을 어느 정도 지각하고 있는지, 소비자의 취하는 위험감소행동에 대해 알 수 있었다. 그리고 자기조절초점에 따른 촉진초점/방어초점의 조절적 영향에 대해 살펴볼 수 있었던 연구라는 점에서 의의가 있음을 밝힌다.

Innovative products which didn't exist previously have been developed and introduced on the market as technological progresses. Although products like tablet PCs and smart phones are tangible in its nature, they become useless if intangible characteristics do not function as specified. Accordingly, the present study aims to investigate the effect produced by the intangibility of products, which is embedded in the product but difficult to be perceived by consumers, on consumer’s perception for risk and risk reduction behavior. The intangible aspects of the product has been divided into three different categories including mental intangibility, general intangibility and physical intangibility. In addition, The present study examined the moderating effect of self-regulatory on the relationships between product intangibility and risk perception. Three hundred twenty respondents answered a survey questionnaire about a robot vacuum. Most of the respondents in the sample consisted of housewives and working married women, most of whom are active users of robot vacuum. the results showed that how consumers perceived the intangibility of a robot vacuum, how much risk they perceived when they use robot vacuum cleaner, and what kinds of risk reduction behaviors consumers prefer. The results of this study were summarized as follows. First, mental intangibility had a significant influence on performance risk and psychological risk. It was shown that consumers recognized the risk of product performance, psychological anxiety increased if they didn't do mental understanding about the product. Second, general intangibility had a significant influence on performance risk and time risk but it didn't have a significant influence on financial risk and psychological risk. When consumers didn't understand detailed, accurate and specific characteristics on the product but they recognized what kind of products somewhat, it was shown that they recognized anxiety about the cost or performance but they didn't recognize financial risk and psychological risk. Third, physical intangibility had a significant influence on financial risk and performance risk but it didn't have a significant influence on time risk and psychological risk. If they didn't see or touch the product, consumers recognized the risk of product psychological anxiety increased and time risk. Fourth, risk reduction behaviors such as information search, brand loyalty, brand image, store image was found to be significant when consumers perceived performance risk. As consumers perceived performance risk. You can see that the trust in the brand with improved image affected a lot by established brands which consumers experienced or multiple routes. Fifth, a time when consumers perceived time risk had a negative effect on information search of risk reduction behaviors. And a time when they perceived psychological risk had a significant influence on risk reduction behaviors such as brand image, store image. A time when consumers perceived time loss had a negative effect due to no time to search information, when they perceived psychological anxiety, psychological risk can be reduced through brand image, store image. Sixth, according to the results of the study on moderating effect of self-regulatory focus, moderating effect of self-regulatory focus was found to be significant in the relationships between mental intangibility and time risk and the relationships between mental intangibility and psychological risk. Individuals with a prevention focus strongly perceived time risk and psychological risk about robot vacuum than individauls with a promotion focus. Finally, the results of the study on moderating effect of self-regulatory focus indicated significant in the relationship between general intangibility and financial risk and the relationship between physical intangibility and performance risk. The present study results show that Individuals with a prevention focus strongly perceived financial risk than individuals with a promotion focus in general intangibility. And Individuals with a prevention focus strongly perceived performance risk than individuals with a promotion focus in physical intangibility Therefore, the present study shows how consumers perceived the intangibility of a robot vacuum, how much they perceived, risk reduction behaviors which consumers preferred, and the relationship between product's intangibility and risk perception are significant in moderating effect according to the level of self-regulatory focus. Based on the results of the present study, various academic and practical implications are proposed.

This research examines corporate cash holdings in Vietnam, an emerging market, and finds reverse peer effects on them - that is, a firm’s level of cash holdings negatively relates to those of its peers. We also note the reverse peer effects are stronger for firms facing less competition and with low intangibility. Because the Vietnam market has noticeably lower competition and investment in innovation than in developed economics like the U.S., our evidence supports the role of competition and innovation investment in driving cash holdings’ peer effects and complements the literature that mostly focuses on developed economies. Our findings are consistent with the notion that some firms strategically accumulate cash to drive their competitors’ cash level lower when they are in less competitive industries or when they have lower innovation investments. Thus, the existing competition or innovation environment is crucial when modeling the cash holding behavior among industry peers. However, our tests on the preemptive motive for peer effects on cash holdings are inconclusive. Lastly, our results also support heterogeneity across countries in peer mimicking behavior and contributes to the cash holdings literature for the Vietnam market.

The physical environment plays an important role in affecting customer perceptions and attitudes. Following Bitner’ well-known “ervicescape”model, this paper examines the tangible aspects regarding the concept of electronic service quality (i.e., e-SERVQUAL). In this paper, e-SERVQUAL construct consists of tangible and intangible e-SERVQUAL. Since the Internet has created a new type of electronic tangible/physical environment, this study investigates the role of tangible e-SERVQUAL in enhancing customers’positive perception of online providers’services. The effect of tangible e-SERVQUAL on the intangible e-SERVQUAL and the effectiveness of intangible e-SERVQUAL in improving customer satisfaction and loyalty are empirically examined by using data from 468 tourists who have purchased hotel packages during the last three months from the hotel Web sites.

This research aims to explore the effect of e-service quality on customer satisfaction and loyalty. Especially, the current paper focuses on customer perceptions and reactions to the tangible factors of e-service quality in the Business-to-Customer (B2C) area. This tangible e-service quality includes web design esthetics, ease of use, virtual tour, and visualization. In addition, intangible e -service quality involves information content, reliability, security, and customization. In order to investigate the interrelations among tangible and intangible e-service quality, customer satisfaction, and customer loyalty, the survey is conducted. Data from 468 tourists, who have purchased hotel packages during the last three months from hotel Web sites, is used for testing the hypothesized model. The result shows that the significant effect of tangible e- e-service quality on the intangible e-service quality and the significant effectiveness of e-service quality in improving customer satisfaction and loyalty.

By developing attitude transfer model, this study examined the co-marketing alliance effect between fashion and other industries (i.e., service and product brands) based upon the information integration theory. In addition, it examined the product tangibility/intangibility effects of partner brands by controlling stimuli: two alliance cases of fashion and service brands and two alliance cases of fashion and product brands. A total of 1,037 Korean women aged 20 to 39 were surveyed to compare the prior- and post- attitudes toward fashion/partner brands under four fictitious co-marketing alliance cases. Confirmatory factor analysis (CFA), multi-group CFA, structural equation modeling (SEM) analysis, and multi-group SEM analysis were conducted to test the hypotheses. The results demonstrated that the prior-attitude toward fashion brand partially affected the alliance attitude, and the co-marketing alliance was affected by prior-attitudes partner brands. The result of multi-group SEM analysis supported the significant differences between service and product brands as alliance partners, which might refer to the effect of product tangibility, existing in brand alliance contexts. The alliance evaluation affected the subsequent evaluations on each participating brands. This study empirically provides the conceptual structure of how consumer attitudes toward the participating brands interact with the attitudes toward alliance and offer practical insights. Specifically, upon employing the manipulated co-marketing alliances cases, this study demonstrates the partnering effect according to product tangibility of partner brands.

본 논문은 무형화가설에 입각하여 기업의 무형자산비율의 증가가 고용성장에 어떻게 영향을 미치는지 그리고 경제의 무형화과정에서 기업의 높은 수익률이 높은 고용성장률로 나아가는지를 분석한다. 이를 통해 기업의 수익과 성장의 연결고리(nexus)가 견고하게 존재하는지의 여부를 살핀다. 이러한 분석을 통해 1990년대 이후 우리나라를 비롯한 선진국들이 당면한 실물투자와 고용의 정체가 어떠한 요인에 의한 것인지에 대한 답을 구하고자 한다. KIS VALUE 의 KOSPI 상장기업을 OECD의 산업분류법에 따라 5개 산업그룹으로 분류하여 분석한다. 분석기간은 1988~2017년이다. 추정결과를 요약하면 다음과 같다. 첫째, 무형화가 기업의 고용성장률에 부정적인 영향을 미친다. 전통 제조업에서는 비유의적이지만, 2009년 이후 산업 전체적으로는 음의 유의적인 결과가 나왔다. 둘째, 수익률이 기업성장률에 미치는 영향은 무형화와 비슷한 특징을 보이고 있다. 전통 제조업에서는 영향이 비유의적이지만 산업 전체적으로는 1988년 이후 2017년에 이르기까지 전 기간에 걸쳐 수익률의 고용성장률의 영향은 유의한 음의 값을 갖는다. 셋째, 수익률의 고용성장에 미치는 영향이 무형화비율에 의해 좌우되고 있음을 수익률과 무형비율의 상호 교차항을 통해 확인하였다. 넷째, 위의 추정결과를 통해 무형화의 진전에 따라 (수익률 → 기업의 고용성장률)의 선순환의 연결고리가 사라지면서 음의 관계로 변화되었음을 확인하였다. 연구결과의 시사점은 고용과 투자정체현상이 무형화 경향과 밀접한 관련이 있기 때문에 확장적 수요정책보다 숙련공급과 무형화의 속도와 방향을 조율할 수 있는 산업정책이 더 효과적이다.

Since the 1990s rising intangible asset has become one of the main driving forces of investment stagnation and jobless growth in advanced income countries. We investigate how does the impact of firms' profitability on employment growth depends on the intangibility and whether the relationship between profitability and tangibility has complementarity. With data on Korean firms over the period 1988~2017 we investigate the effects of intangibility and profitability on employment growth based on the econometric approach of system GMM. The empirical results are as follows. (1) the profit rate has gradually led to lower employment growth, while it had positive effect on employment before the period of financial crisis. The estimated values and signs of profit rate coefficients varies from traditional industries to high/medium tech. industries. (2) the effect of increasing asset intangibility ratio on employment growth is negative and statistically significant.(3) the coefficients of interaction term of (profit rate × intangibility ratio) have significant negative values. It means employment effect of profit rate are becoming higher(lower) as intangibility ratio is at the lower(higher) level; profits rate and intangibility are not complement with each other. The results imply that to boost employment industrial policy which has the capacity to coordinate business intangibility is preferred to expansionary demand policy.

Shostack, a scholar in the United States of America, introduced an intangibility spectrum on products in 1977, which located all products to a dominated extent of tangibility and intangibility in a row. For example, a salt was finally located at tangible row and teaching at intangible row. The study compared the difference between Shostack’s spectrum and Korean spectrum obtained from a survey in the early of 2014. Comparing two spectrums, soft drinkers and automobiles moved to intangible dominant while cosmetics to tangible dominant in Korea. Also, consulting and teaching switched in intangible row. In addition, banking, insurance and internet business have rapidly emerged as a new product in intangible dominant right now. As a result, the study suggests that the use of physical cues, organizational image development and personal sources of information customers access overcome the limitations of product intangibility when selecting service providers. To lessen perceived risk from customers is another solution in marketing activities.

시대가 급변함에 따라 한 시대를 대변하는 문화는보다 세분화되고 복잡해지고 있다. 문화적 다양성으로인해 과거 공간 중심의 개별적인 분야에서 이해할 수있었던 영향, 요인, 특성들이 단일 분야만의 관점으로는 이해할 수 없게 되었으며, 미래의 변화를 예측하고대응하는 것 자체가 어려워지고 있다. 이렇게 정보와지식 전달체계의 발전으로 공간을 형성하기 위한 여러 가지 문화 콘텐츠가 다양하게 생성되고 소멸되고있으나, 한 가지 관점만으로 설명 또는 이해가 될 수없는 부분들이 많다. 이러한 현상들을 살펴보기 위해 본 논문에서는1995년 12월 유네스코 세계문화유산으로 지정된 종묘의 유·무형적 콘텐츠를 도출하여 공간의 형성에 주요한 요인이 된, 핵심적인 요소들을 살펴보고 그 관련요소들의 중요성을 고찰해 보고자 한다. 본 연구에서 분석 방법론으로 적용되는 텍스트 마이닝 분석 기법은 공간을 해석함에 있어 새로운 가치판단과 관점이라 할 수 있다. 이에 본 연구는 과거로부터 현재까지 이어져 오고 있는 우리나라 전통공간의 다양한 유·무형 콘텐츠 영향 요인을 통해 공간을다각적으로 해석하기 위한 틀을 제공하고자 새롭게시도되는 연구이다.

As time is rapidly changing, the culture to represent an era is getting more subdivided and complex. Due to cultural diversity, the influence, cause, characteristics which could be understood in individual field centered by space in the past cannot be understood now only by the viewpoint of one field, and it has become difficult to predict and correspond to the change of the future. With the development of information and knowledge delivery system, various cultural contents to form a space are being created and lapsed, but there are a lot of parts which cannot be explained or understood by only one point of view. To inspect these situation, this study is aimed to draw the Tangibility and Intangibility Value causes that became the influence with Jongmyo Shrine, designated from UNESCO at February 1995, a traditional space with historical superiority, analyze the key factors that became the main factor to form the space, and consider the importance of the related factors. The unconstructured data technique which is applied as the method of analysis in this study can be said to be a new value judgement and viewpoint in interpreting the space. Therefore, this study is a new trial to provide a frame for multilaterally interpreting the various traditional space and culture of Korea from the past to the present.

본 연구는 제품과 서비스의 무형적 속성을 물리적 무형성, 일반성, 정신적 무형성 등 세 가지 차원으로 나누고, 무형성이 불확실성과 위험지각에 미치는 영향과 불확실성과 위험지각이 소비자의 구매 후의 감정인 만족과 후회에 미치는 영향을 알아보았다. 그리고 무형성과 불확실성 및 위험지각 관계에서 개인특성인 촉각욕구가 미치는 조절적 영향에 대해 연구하였다. 연구 결과, 정신적 무형성은 불확실성과 위험지각에 정(+)의 영향을 미치는 것으로 나타났으나, 물리적 무형성과 일반성은 불확실성과 위험지각에 영향을 주지 않는 것으로나타났다. 그리고 불확실성은 위험지각에 정(+)의 영향을 미치는 것으로 나타났다. 불확실성과 위험지각 모두 후회에 정(+)의 영향을 미치는 것으로 나타났으며, 만족에는 부(-)의 영향을 미치는 것으로 나타났다. 조절효과 연구 결과, 수단적 촉각욕구가 높은 사람일수록 무형성과 불확실성, 위험지각 사이에 미치는 영향이 높을 것이라고 예측했는데, 정신적 무형성과 위험지각 간의 가설을 제외하고 모두 통계적으로 유의하지 않았다. 이 연구 결과는 수단적 촉각욕구가 높은 사람일수록 정신적 무형성이 위험에 미치는 영향을 높게 지각한다는 점을 시사해 준다. 그리고 자기 목적적 촉각욕구가 높은 사람은 무형성과 불확실성, 위험지각 간의 영향이 없거나 수단적 촉각욕구보다 낮을 것이라고 예측했는데, 모두 유의한 것으로 나타났다. 이는 목적없이 즐기는 욕구가 높은 소비자는 무형적 속성의 제품과 서비스에서 불확실성, 위험에 크게 영향을 받지 않는 것을 알 수 있다. 따라서 본 연구는 소비자가 무형적 속성의 제품이나 서비스를 탐색, 의사결정시의 불안정한 심리와 구매 후의 감정에 이르기까지 소비자의 구매 전 과정의 심리를 살펴볼 수 있었다. 그리고 촉각욕구의 성향에 따라 무형적 속성의 제품과 서비스에 대해 불확실성이나 위험을 감지하는 수준의 차이를 살펴볼 수 있어 기존의 집단세분화와는 다르게 새로운 집단세분화의 방향을 제시했다는데 연구의 의의가 있다

Consumption is the most important cultural keyword in the modern society. This study tried an exploratory comparison of consumer culture of Korea, USA and Sweden in response to the needs on cultural comparison research perspective. Triandis's cultural dimensions were adopted to explore each country's cultural characteristics. A qualitative in-depth interviews were conducted to consumers who lived both in Korea and USA, or in Korea and Sweden, which enabled them to get familiar with each country's consumer culture. The research found that the culture is projected to the consumer culture in a micro domain. The individualism allowed consumers in USA and Sweden to be unconscious of other's eyes. But collectivism in Korea made Korean consumers locked in other's judgement. In contrast, in a macro domain of consumer culture such as donation and pro-environmental consumption, consumption practices were in a dissonance with their cultural orientation, where includes interaction with society and environment. In addition, in a post-materialistic society, symbolism of consumption goods gets weakened and experiential consumption evolves with a transition from mass consumption society to plural culture society. Lastly, consumer culture functions as a creative mechanism of new culture by consumer's reflexive planning, which is one of the clues of an autonomous consumer culture. This study tried to explore the consumer culture of Korea, USA and Sweden as an exploratory trial for the comparison of consumer cultures. To increase empirical consumer culture study, refined questionnaire item pool is to be extracted through various exploratory researches, which can be utilized commonly in various cultures. Moreover, an additional research is in need about a consumer culture in a macro domain and experiential consumer culture in a post-materialism society.

The purpose of this study is to empirically analyze the causal relationship among service brand cues, attitude toward brand, and intension to use service. Specifically, this study investigates the importance of role of brand cues in service industries by examining what kinds of brand cues consumers use in decision process and how the importance of these cues differ for the degree of intangibility. Support is found for a number of the hypothesized structural relations. The results indicate that ( 1) both intrinsic cues and extrinsic cues have positive impacts on the attitude toward service brand, (2) the effect of brand cues on consumers' service evaluation is different due to the degree of intangibility, (3) extrinsic cues have greater influence on the attitude toward brand than intrinsic cues regardless of the degree of in tangibility, and (4) the attitude toward brand has a positive influence on the in tension to use service. Some managerial and theoretical implications and directions for future research are discussed.