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With the advent of a wide variety of Internet shopping malls, consumers can choose a best appealing shopping mall from among the Bricks-and-Clicks and Pure-Player malls. Pure-Players launched their operation grandiosely with the early stage of Internet use in 1995. However, after the burst of Dot-com company bubbles in 1997, Pure-Players introduce various types of business models to meet potential needs of consumers. While Pure-Players suffer skeptical views from market analysts as well as consumers, traditional offline compa-nies learned important lessons from Dot-com companies collapse phenomena, and expanded their business channels into online in the name of Bricks-and-Clicks. Nowadays, Bricks-and-Clicks successfully establish in the market as one of reliable business partners among consumers. Therefore, it is no surprise that recent competitions between Bricks-and Clicks and Pure-Players become fiercer than ever to attract potential cus-tomers to their websites. In this situation, consumers can choose a shopping mall to their best satisfaction. Consumers can enjoy both offline and online options for shopping because Bricks-and Clicks provide both offline and online chan-nels to consumers, which is compared with Pure-Players offering only online channel. Offline channel is unique in providing consumers with chances to touch and feel target products and services. Meanwhile, online channel is considered very viable and convenient shopping options for consumers. In this respect, it is easily assumed that consumers will show different online shopping behavior when they have to choose either Bricks-and-Clicks mall or Pure-Player mall for the sake of shopping. Remaining research issue in this case is how much consumers’ schema would influence online shopping behavior between Bricks-and-Clicks and Pure-Players. Basically, schema is a framework for synthetic information recognition that individual consumers have and is very characteristic in that it focuses not on fragmentary facts but on the combination of various causes affecting results. Consumers’ schema is closely represented by trust, structural assurance, and perceived relative advantage towards a specific type of shopping mall. In literature, there exist a lot of studies comparing Bricks-and-Clicks and Pure-Players. However, there is no study to pursue the analysis of consumer behaviors comparing Bricks-and Clicks and Pure-Players from the schema perspective. Therefore, this study aims to investigate this research gap. Empirical analysis is adopted by garnering valid questionnaires from 514 Internet shopping mall users. 237 were mainly using Bricks-and-Clicks for shopping, while 277 were found to visit Pure-Players for shopping. PLS was applied to analyze the survey data to verify the proposed research hypotheses. Findings from the empirical test results are as follows.First, consumers perceive more trust and relative advantage in Pure-Players, comparing with Bricks-and-Clicks. This result is against widely-accepted perception that Bricks-and-Clicks would be perceived by consumers as more trustworthy and relatively advantageous because they have offline reputation and stores. Therefore, it becomes more obvious that Internet is becoming daily necessaries, and consumers increasingly feel very comfortable in using the Internet for their own personal purposes. Second, consumers have firm faith in transaction safety, regardless Bricks-and-Clicks and Pure-Players. This seems due to the fact that most of shopping malls showing dubious transaction safety have no place in the market. In a nutshell, empirical results tell us that Pure-Players will grow very much in the future, to the extent that consumers perceive no difference in comparison with Bricks-and-Clicks. Besides, consumers’ schema accumulated through trust and perceived relative advantage plays crucial role in determining consumer behavior.

본 연구의 목적은 코로나19로 인한 대학 원격수업에서의 SERVQUAL하위변인(확신성, 공감성, 신뢰성, 대응성, 유형성)과 원격수업의 질과 만족도 간의 관계와 ‘원격수업 경험’, ‘수업참여의 계획성’과 같은 상황변인의조절효과를 탐색하는 것이다. 본 연구에서는 원격수업에 참여한 수도권 소재 B대학에 재학 중인 대학생을 중심으로 편의 표집을 하였으며, 총 228명을 연구대상으로 선정하였다. 연구 결과, 첫째, SERVQUAL 하위변인중 확신성, 공감성, 대응성은 지각된 원격수업의 질에 유의한 영향을 미친것으로 나타났다. 둘째, 지각된 원격수업의 질은 원격수업에 참여한 대학생들의 만족도에 유의한 영향을 미친 것으로 나타났다. 셋째, 코로나19 이전의 ‘원격수업 경험’과 원격수업에 임하는 ‘수업참여의 계획성’은 ‘SERVQUAL 하위변인과 지각된 원격수업의 질’ 간의 관계를 조절한 것으로 나타났다. 본 연구를 바탕으로, 대학 원격수업의 질을 높일 수 있는 시사점을 제시하였다.

The purpose of this study is to explore the structural relationship between SERVQUAL sub-variables (assurance, empathy, reliability, responsiveness,tangible), perceived quality of distance instruction, and satisfaction in university’s distance learning due to the corona pandemic. In addition, we examined the moderating effects of contingency variables such as ‘distance learning experience’and ‘planning of class participation’. In this study, convenience sampling was conducted focused on students enrolled in University B in the metropolitan area who participated in distance learning, and a total of 228 students were selected as the research subjects. As a result, first, among the sub-variables of SERVQUAL,assurance, empathy, and responsiveness were found to have a significant effect on the perceived quality of distance instruction. Second, the perceived quality of distance instruction was found to have a significant influence on the satisfaction of students who participated in distance learning. Third, it was found that‘distance learning experience’ before the corona pandemic and ‘class participation planning’ in remote learning moderated the relationship between ‘SERVQUAL sub-variables and perceived quality of distance instruction’. Based on this study,implications for improving the quality of university distance learning were presented.

본 연구는 2023년 중국의 16~24세 청년층 실업률이 21.3%로 사상 최고치를 기록한 상황에서, 중국 정부가 추진하는 징진지 공동 발전 전략이 허베이성 청년층의 자아 확신에 미치는 영향을 실증적으로 분석하였다. 중국 정부는 2015년 《징진지 공동발전규획강요》를 통과시키고 베이징, 톈진, 허베이성의 균형 발전을 위한 다양한 정책을 추진해왔으나, 징진지 공동 발전 전략이 청년층의 심리와 태도에 미치는 영향은 충분히 연구되지 않았다. 본 연구는 허베이성 3개 대학 재학생 869명을 대상으로 도시 미래, 징진지 도시군 평가, 사회적 지지가 자아 확신에 미치는 영향을 구조방정식 모형을 통해 분석하였다. 연구 결과, 세 변수 모두 자아 확신에유의미한 정(+)의 영향을 미쳤으며, 허베이성 청년층이 징진지 도시군의 안정성과 발전 전망을긍정적으로 평가할수록 자신의 미래에 대한 확신과 계획이 강화됨을 발견할 수 있었다. 이는지역 균형 발전 정책이 청년층의 심리적 안정과 미래 계획 수립에 긍정적 영향을 미칠 수 있음을 시사하며, 도시군 발전 전략 수립 시 물리적 인프라 구축과 함께 사회적 지지 체계 강화가필요함을 보여준다.

This study empirically analyzes the impact of the Jing-Jin-Ji Cooperative Development Strategy on the self-assurance of youth in Hebei Province, against the backdrop of China's record-high youth unemployment rate of 21.3% among the 16-24 age group in 2023. Since 2015, when the Chinese government approved the “Outline of the Plan for Coordinated Development of the Beijing-Tianjin-Hebei Region,” various policies have been implemented to promote balanced development among Beijing, Tianjin, and Hebei Province. However, the psychological and attitudinal effects of these policies on youth have not been sufficiently researched. This study examined the influence of urban future perception, Jing-Jin-Ji city cluster evaluation, and social support on self-assurance through structural equation modeling, surveying 869 students from three universities in Hebei Province. Results indicate that all three variables had significant positive effects on self-assurance, with the study finding that Hebei youth who positively evaluated the stability and development prospects of the Jing-Jin-Ji city cluster demonstrated stronger confidence and planning for their own futures. These findings suggest that regional balanced development policies can positively influence the psychological stability and future planning of young people, highlighting the necessity of strengthening social support systems alongside physical infrastructure development when formulating city cluster development strategies.