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- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Vol.11 No.1
Abstract
Purpose - This study focuses on an empirical analysis of the factors affecting the behaviors of consumers who are extremely attached to branded products, and who commit themselves to renting them. Research design, data, methodology - The survey was conducted on college students enrolled in marketing classes. In total, 240 questionnaires were distributed. A total of 226 were returned. Questionnaires, excluding those that were void, were used for empirical analysis. We confirmed that the research model is sound by using a covariance structural analysis, and estimated its parameters. To estimate these parameters, a maximum likelihood method was used. Results - This study confirms that prominence and self-expressiveness positively affect brand attachment. Further, positive beliefs about, and the practicality of renting branded goods, influence attitudes toward their rental. In addition, commitment to renting branded goods is positively affected by attachment to the brand and attitude towards goods rental. Conclusions - Marketers should manage positive beliefs in and the practicability of renting branded goods, as well as the self-expressiveness and prominence of such products.
Abstract
Purpose - During a reform period lasting 30 years, the Blue Economic Zone (BEZ) in the Shandong Peninsula has made progress in attracting foreign investment, and has acquired the foreign direct investment (FDI) essential for economic growth. It is therefore important to conduct a proactive and systematic study of FDI in the BEZ. Research design, data, methodology - This dissertation discusses the contribution of FDI on economic growth, from both a theoretical and empirical perspective. Taking seven core cities for study, statistics and econometrics are used, and panel data are used to validate FDI contribution to import and export in the BEZ. Results- FDI was found to exert both positive and negative influences on the imports and exports of the BEZ. In other words, the research findings are consistent with Trade Generated and Inverse Trade Generated theories put forward by Kojima and Mundell, among other researchers mentioned earlier in this paper. Further, FDI has greatly increased imports and exports for the BEZ. Conclusions - According to the results of this empirical study on local investment environment optimization, FDI plays an important role in foreign trade. This dissertation puts forward recommendations on using FDI to better promote economic growth in the BEZ.
Abstract
Purpose - This study examines the adverse press coverage that has increased in proportion to the remarkable growth of various kinds of franchise businesses in the food service industry. Today, the trust of franchisees in relation to their franchisor, and the maintenance of good relations between the two, has become a significant social issue. This study investigates relationship satisfaction and the long-term commitment between the franchisor and franchisee. Research design, data, methodology - We used a path analysis to investigate the relationship between justice and trust, trust and relationship satisfaction, justice and relationship satisfaction, trust and long-term commitment, and relationship satisfaction and long-term commitment. Structural Equation Modeling and a Sobel test were used to investigate the mediating effects of trust and relationship satisfaction. Data were collected from 237 Food Franchisees in Seoul and Gyeonggi Province in order to test the theoretical model and its hypotheses. Two research methodologies are generally used in the distribution management field. For this study, an empirical method was used. Results - A causal analysis was carried out to test if the research model has a sufficient fit index (for instance, χ<sup>2</sup> = 46.694, df = 10, p = .000, GFI = 0.946, AGFI = 0.850, RMR = 0.034, NFI = 0.966, CFI = 0.973), and the results showed that the model was sufficient, thus demonstrating the suitability of the research model. Each hypothesis had a positive influence, both on long-term commitment and relationship satisfaction. Justice with the franchisor had a positive influence on trust. Relation satisfaction cognized by franchisees was found to positively influence long-term commitment. The franchisee perception of justice in relation to the franchisor had no significant influence on long-term commitment. The study investigated the hypothesis that trust could mediate justice and long-term commitment, and that relationship satisfaction could also mediate long-term commitment Both trust and relationship satisfaction were found to be important for long-term commitment. Specifically, trust sub-factors and justice sub-factors influenced long-term commitment. Identification-based and knowledge-based trust were more important than calculus-based trust. Distributive justice was deemed more important than procedural justice; distributive justice should thus be strengthened. Conclusions - Both franchisor and franchisee were independent businesses. Evidently however, the franchisor could not ensure profit without long-term commitment from the franchisee. As for the success of the franchise business, the franchisor should carry out appropriate strategies leading to a satisfactory relationship. For example, transparency makes it possible to maintain and enhance trust and to improve relationship satisfaction. Just relations between franchisor and franchisee should make it possible to maintain and enhance the franchisee's trust. The franchisor should provide a variety of information with respect to the franchisee's business success. Finally, in order to improve the franchisee's long-term commitment, the franchisor should ensure a just approach with trust and relationship satisfaction among their strategies.
Abstract
Purpose - This study aims to (a) analyze local citizens' perception of a local company, the Gwangyang Steel and Iron Company (GSIC); (b) compare the perception toward the local company with that of national citizens' perceptions towards many other unspecified companies, which were surveyed biannually by The Korea Chamber of Commerce and Industry (KCCI); and (c) analyze how such companies evaluate perceptions towards them, in relation to citizens' socioeconomic position, such as their education status. Research design, data, methodology - The data were collected using a questionnaire, which was given to a sample of local citizens in cities. To test the hypotheses, factor analyses, a t-test, and an ANOVA were conducted. The total number of respondents was 1798. The data gathered from the respondents of the sample were analyzed using SPSS Win 19.0 software. Perception towards the company was evaluated on the corporate favorite index (CFI). The CFI index shows how positive citizens feel towards a company. It is calculated using five leading factors, consisting of the following: contribution to the economy, productivity, international competitiveness, social contribution, and ethical management. The higher the level of positive feelings exhibited, the closer the index will come to 100. Results - As a result of the analysis, the CFI index towards the GSIC stood at 67.3. The CFI index towards the company is 16.5 points higher than that of the index towards the many other unspecified companies, which were surveyed by the bi-annual KCCI study in the first half of 2011. The other five indexes stood as follows: contribution to the economy, productivity, social contribution, and ethical management was 69.2, 71.2, 64.6, and 58.6, respectively. These indexes are 18.3, 4.6, 27.6, and 35.6, respectively, higher than those found by the KCCI study. However, international competitiveness is 73.0 (9.8 points lower than that of the KCCI study). This survey thus shows that the CFI of the local citizens towards the global company GSIC is very high when compared with the CFI index towards the many other unspecified companies that was determined by the KCCI survey. Conclusions - This survey shows that local citizens have high expectations of economic activity, increasing working opportunities, and regional cooperation projects from the local company, GSIC. In addition, the CFI index towards GSIC evaluates results depending on the respondent's relationship with the company, and their educational status. Respondents, whose family or relatives were working as employees of GSIC, have relatively positive perceptions of GSIC, and respondents with a relatively higher educational status also share positive perceptions. Local citizens expect the profit-making of the company to operate in accordance with management activities, and at the same time, they expect that the wealth generated by the company will return to wider society.
Abstract
Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.
Abstract
Purpose - As the members of the baby boomer generation have retired in earnest, the start-up market has received more attention than ever before. According to recent statistical data, an increasing number of entrepreneurs are in their fifties. There has been a continuous increase in promotional materials on small business issues published by start-ups. This means that senior start-ups have increased in number. A number of support systems have been established for youth start-ups, but there are few government support policies in place for the senior start-up market. Thus, this study suggests a number of constructive alternatives from the perspective of government policy and marketing strategy for entrepreneurs, in order to generate competitiveness in the start-up process, through examining the current state of the senior start-up and by diagnosing extant problems. Research design, data, methodology - This study gives a number of options regarding the government's support policies and the securing of competitiveness in order to vitalize senior business start-ups. As for the government's support policies, funding support policy, publicizing business start-up policies, and operating systematic mentoring policies before retirement have all been covered. In particular, in order for senior business start-ups to become competitive, development through mutual relations with diverse policies is urgently needed. The aging population is becoming an issue in Korea, so businesses for the aged, and the creation of jobs for these people, will become a social issue. Senior business start-ups are playing an important role in expanding enterprise productivity, in addition to enhancing national competitiveness. Expanding senior business start-ups is important, because they also serve to expand the national infrastructure. Productivity increase through continuous expansion is thus recommended. Results - In order to expand the competitiveness of business start-ups, marketing-related observations and learning in regard to customers are necessary for the baby boomer generation, and competitiveness for seniors is urgently needed. Conclusions - Studies on the business start-up policies for the domestic baby boomer generation are almost non-existent, and systematic studies on small businesses are necessary. Only the government is providing statistical studies for small businesses, and such research remains at a general level for entrepreneurs. Therefore, a support system that can actually assist entrepreneurs is essential. Continuous business start-up studies with respect to the baby boomers should be vitalized, to invigorate studies on competition. In order to supplement and strengthen foundational support, senior business start-ups must develop various competitive capabilities with a focus on the customer. The government and the various stakeholder agencies and organizations involved with start-up businesses must find ways to offer support to founders. Such support should include access to knowledge and legal and consultancy services in order to incubate the rapid increase in start-ups founded by seniors. Government support projects should be expanded to meet this end.