Earticle

본 연구에서는 새롭게 대두된 고객보상 프로그램의 한 유형으로 선포인트 고객보상 프로그램에 초점을 맞추었다. 본 연구는 고객보상을 미리 지급하는 형태인 선포인트 프로그램이 효과적으로 실행되기 위해서, 어떠한 요인이 고려되어야 하는지를 검증하고자 한다. 구체적으로, 심적 시뮬레이션과 심리적 반발이론이라는 이론적 근거를 바탕으로 심적 시뮬레이션의 종류가 소비자 태도 및 이용의도에 영향을 미칠 수 있음을 규명하고자 한다. 실험 1의 결과, 과정 시뮬레이션에 초점을 맞춘 소비자들은 결과 시뮬레이션에 초점을 맞춘 소비자들보다 심리적 반발감을 느끼게 되어, 선포인트 프로그램에 대해 비호의적인 태도를 가질 뿐 아니라 이용의도 또한 낮았다. 또한 심적 시뮬레이션 유형의 차이가 선포인트 프로그램에 대한 태도 및 이용의도에 미치는 효과를 조절하는 요인으로 제품유형을 제시하였다. 실험 2를 통한 조절효과 검증 결과, 과정 시뮬레이션에 초점을 맞춘 소비자들은 선포인트 프로그램을 통해 쾌락적/표현적 제품을 구입하는 경우가 실용적/기능적 제품을 구입하는 경우보다 선포인트프로그램에 대한 태도 및 이용의도가 높았다. 반면, 결과 시뮬레이션에 초점을 맞춘 소비자들은 선포인트 프로그램을 통해 실용적/기능적 제품을 구입하는 경우가 쾌락적/표현적 제품을 구입하는 경우보다 선포인트 프로그램에 대한 태도가 호의적이었다. 이러한 결과는 과정 시뮬레이션에 초점을 맞춘 소비자들은 노력에 대한 보상을 받기 위해 실용적/기능적 제품보다 쾌락적/표현적 제품을 선호하는 반면, 결과 시뮬레이션에 초점을 맞춘 소비자들은 구입에 대한 합리화를 위해 쾌락적/표현적 제품보다 실용적/ 기능적 제품을 선호하는 것으로 유추된다. 본 연구는 새롭게 대두된 선포인트 프로그램을 연구함으로써 고객보상 프로그램의 연구의 범위를 확장하였다. 또한 마케팅 실무자에게 선포인트 프로그램이 어떻게 실행되어야 더욱 효과적일 수 있을 것인가에 대한 실무적 시사점을 제공하였다

Front-loaded point program has been introduced by an credit card company in Korea in 2003. Front-loaded point program is different from ordinary point program which is called rear-loaded point program, in that incentives are provided right after consumers decide to sign up for the program. An important aspect of front-loaded point program is that consumers are provided with immediate benefits or points by a company only if they promise to pay back the points within certain period of time through purchasing products or services from that company. Prior researches focus on rear-loaded point program, that is a traditional type of point program to give consumers incentives upon their accumulated repeat purchases. The current research focuses on front-loaded point program, which has not been a topic of debate since it was newly introduced in industries. The authors examine the factors improving the effectiveness of front-loaded point program which gives customers reward in advance. Specifically, the authors examine the effects of mental simulation on the attitude and behavior relating to front-loaded point program on the basis of mental simulation theory and psychological reactance theory. Based on literature review, the authors propose hypotheses as follows. First hypothesis is that consumers are more likely to join front-loaded program and to show favorable attitude toward front-loaded program, when consumers focus on outcome simulation (vs. process simulation). Second hypothesis is that psychological reactance will mediate the effect of mental simulation on attitude and intention to join front-loaded point program. On the other hand, We demonstrate that mental simulation has an effect on the attitude and intention to join front-loaded point program, product type will moderate the effect of the mental simulation (H3). Specifically, Consumers who focus on process simulation are more likely to join front-loaded point program and to show positive attitude toward front-loaded program when they purchase hedonic/expressional products rather than utilitarian/functional products (H3-1). Consumers who focus on outcome simulation are more likely to join front-loaded program and to show favorable attitude toward front-loaded program when they purchase utilitarian/functional products rather than hedonic/expressional products (H3-2). The authors conducted two studies to verify hypotheses. Using the first study, the authors reveal that process simulation influences the degree of individuals’ psychological reactance, which results in unfavorable attitude toward front-loaded point program. Specifically, when consumers are involved with process simulation rather than outcome simulation, they are more likely to feel psychological reactance, and this leads to unfavorable attitude and behavior toward front-loaded program. Also, using the second study, the authors examine the moderating roles of product types consumers want to purchase with front-loaded points. As a result, when consumers are involved in process simulation, they prefer to purchase hedonic/expressional products with front-loaded points than utilitarian/functional products; while when consumers are involved in outcome simulation, they prefer to purchase utilitarian/functional products with front-loaded points than hedonic/expressional products. The current research provides academical and practical contributions. First, the current research expands the scope of research area relating to customer reward programs. The current research introduces front-loaded point program as a new topic of debate in academic area. Second, the current research gives marketing practitioners practical guidelines on how to implement front-loaded point program to improve the effectiveness of this program. To persuade consumers to join the program, marketers should promote consumers to focus on outcome simulation rather than process simulation with diverse marketing tactics. Also, marketers are more likely to persuade consumers to join the program when they provide consumers with different product type on the basis of mental simulation consumers focus on.

본 연구에서는 심적 시뮬레이션과 브랜드 명성이라는 두 가지의 핵심적 이론적 틀을 중심으로 연구를 진행하였다. 실험에서 심적 시뮬레이션 유형(결과-시뮬레이션 vs. 과정-시뮬레이션)과 브랜드명성 수준(고 명성 브랜드 vs. 저 명성 브랜드)을 사용하여, 신제품 평가에 있어 심적 시뮬레이션 유형과 브랜드명성 수준이 어떻게 영향을 미치는가에 대하여 보여주었다. 구체적으로 살펴보면, 브랜드명성이 낮은 혁신적 신제품의 경우, 결과-시뮬레이션이 과정-시뮬레이션 보다 긍정적인 신제품 평가를 발생시킬 것으로 예상하였으며, 반면에 브랜드명성이 높은 혁신적 신제품의 경우, 두 가지 심적 시뮬레이션 간의 효과 차이가 나타나지 않을 것으로 예상하였다. 실험에서 텍스트로 표현된 시나리오를 피 실험자에게 보여줌으로써 심적 시뮬레이션 유형을 조작하였다. 실험 결과, 브랜드명성이 낮은 혁신적 신제품의 경우 결과 시뮬레이션이 과정 시뮬레이션 보다 적은 부정적 비용 지각을 일으켰으며, 이로 인해 보다 긍정적 신제품 평가가 나타났다. 그러나 브랜드명성이 높은 혁신적 신제품의 경우, 두 가지 심적 시뮬레이션 간에 부정적 비용 지각과 신제품 평가에 차이가 나타나지 않았다.

This research focused on two important variables, which are mental simulation and brand reputation. In this study, we intended to show how brand reputation influences on product evaluation across type of mental simulation. We predicted that under a low level of brand reputation with innovative new product, outcome simulation had a greater positive effect on product evaluation than process simulation. While under a high level of brand reputation with innovative new product, product evaluations were not different across two mental simulation conditions. At the experiment, we manipulated participants' mental simulations while viewing scenarios, and also we found that under a low level of brand reputation with innovative new product, outcome simulation might activate a less negative cost perception and a greater positive evaluation about the product than process simulation. While under a high level of brand reputation with innovative new product, cost perception and product evaluations were not different across two mental simulation conditions.

The purpose of this study was to identify the effects of nursing simulation-based practice education on learning outcome and teaching experience in nursing students. Pretest-posttest design with nonequivalent control group was utilized to analyze the effects of nursing simulation-based practice education. The subjects were 96 students of a nursing college. All subjects participated in 6 week. The data were analyzed by the SPSS win 17.0 program. The results were as follows; There were statistically significant differences in learning outcome and teaching experience effects of nursing simulation-based practice education in nursing students. In conclusion, we required nursing simulation-based practice education and small group discussion analysis of factors are associated with goal-setting skills and self-presentation skills, goal setting skills. We required nursing simulation-based practice education training to strengthen the ability of self-directed learning program utilizing the repeated study.

Objective : Three-dimensional (3D) printing in vascular surgery is trending and is useful for the visualisation of intracranial aneurysms for both surgeons and trainees. The 3D models give the surgeon time to practice before hand and plan the surgery accordingly. The aim of this study was to examine the effect of preoperative planning with 3D printing models of aneurysms in terms of surgical time and patient outcomes. Methods : Forty patients were prospectively enrolled in this study and divided into two groups : groups I and II. In group I, only the angiograms were studied before surgery. Solid 3D modelling was performed only for group II before the operation and was studied accordingly. All surgeries were performed by the same senior vascular neurosurgeon. Demographic data, surgical data, both preoperative and postoperative modified Rankin scale (mRS) scores, and Glasgow outcome scores (GOS) were evaluated. Results : The average time of surgery was shorter in group II, and the difference was statistically significant between the two groups (p<0.001). However, no major differences were found for the GOS, hospitalisation time, or mRS. Conclusion : This study is the first prospective study of the utility of 3D aneurysm models. We show that 3D models are useful in surgery preparation. In the near future, these models will be used widely to educate trainees and pre-plan surgical options for senior surgeons.

과학기술의 발전으로 스포츠 분야에서도 다양한 매체의 방대한 데이터가 생산되고 있으며 이 데이터 속에서 유의미한 정보를 도출하기 위해 통계적 방법을 적용하는 것은 필수적이다. 본 연구는 2023-2024 여자 프로 배구팀의 실제 경기 문자중계 데이터를 기반으로 몬테카를로 시뮬레이션을 수행하여 배구 경기 결과를 예측하고자 하였다. 문자중계 데이터를 기반으로 시뮬레이션에 필요한 변수들을 생성하고 10,000회 반복을 통한 몬테카를로 시뮬레이션을 통해 승패 예측을 시도한 결과 실제 경기 결과를 상당히 정확하게 모의함을 확인하였다. 특히, 한 팀이 압도적인 경기력을 보이는 경우, 세트 스코어의 예측 정확도가 높게 나타났으며 시뮬레이션 결과를 활용하여 맞춤형 전략 수립도 가능함을 보였다. 다만, 총 득점이 많음에도 3-2로 패배하는 경우와 같은 특수한 상황에서는 승패 예측의 정확도가 다소 낮아지는 한계점이 관찰되었으며, 향후 경기 중 발생하는 다양한 상황과 변수들 간의 복잡한 상호작용을 더욱 정교하게 모델링하기 위해서는 기존에 정량화하기 어려웠던 정성적 요인들을 객관적인 지표로 변환하여 모델에 통합할 필요가 있다.

With advancements in science and technology, a vast amount of data from various media is being generated in the field of sports. Applying statistical methods to extract meaningful information from this data has become essential. This study aimed to predict volleyball match outcomes by performing Monte Carlo simulations based on live text commentary data from the 2023-2024 women's professional volleyball season. By generating the necessary variables for the simulation from the text commentary data and conducting 10,000 iterations of Monte Carlo simulations, the study confirmed that the simulations accurately mirrored actual match outcomes. In particular, when one team demonstrated overwhelming performance, the accuracy of set score predictions was notably high, and the simulation results demonstrated the potential for developing customized strategies. However, limitations were observed in predicting outcomes in specific scenarios, such as when a team with a high total score loses 3-2. To address these limitations, future work should focus on more precisely modeling the complex interactions between various situational and variable factors by converting qualitative factors, which have been challenging to quantify, into objective indicators for integration into the model.