Online social interactions are known to be useful to improve business performances. As l ocal business retailers have limited resources in marketing, they can benefit by using onli ne social interactions for their business performances. In the same line of purpose, the ret ailers also exploit an online platform, such as discount coupon sites: they sell online coup ons for their offline products and services in the platform. Notably, the online platform ca n play an important role in generating online social interactions as well as final sales arou nd the retailing brands. It also provides a distinctive setting for consumers in that they pur chase products and services online only to consume their use offline. Given that consume rs are motivated by different purposes, their online social interactions may differ in the di sparity of purchasing online and consuming offline. Previous studies have witnessed the r elationship between social interactions and sales, but the relationship between environme ntal influences and social interactions remains unexplored. In this paper, we focus on the influences of online and offline environments where consumers are situated with the online platform on generating online social interactions as well as final sales. To this end, we look into two types of social interactions, i.e., product discussion and social referral, and two distinctive environmental influences, i.e., the influences from the same product page and from the local retail revenue where the focal business is located. Using data on online social interactions and offline retail revenues around a major coupon site in South Korea, our empirical analysis demonstrates interesting findings. The two types of social interactions and final sales respond in different way to the environmental influences. To be specific, in the online purchase context, the absolute influence lowers the generation of product discussion and sales while promoting social referrals. In the offline consumption context, however, the proportionate influence plays a role in driving these three outcomes. Our findings suggest that local business retailers should deploy their online platform strategies by concerning online and offline environments, in accordance with the specific marketing objectives regarding social interactions and sales.

Social interactions have been established as a means to help promotions and sales for manufacturers and retailers. Word-of-mouth (WOM), in particular, is proven to increase awareness and drive purchases. Given that small offline retailers have limited resources in marketing, online WOM can play a key role for their offline business performance. In this paper, we focus on two types of online WOM, public discussion and social referral, and study their generation processes by taking into account the multichannel context of both online purchases and offline consumption. To this end, we combine data from three sources: product (or deal)-level sales from a major deal site in South Korea, social interaction records collected by web crawling, and retail revenues at a district level from Korea National Statistical Office. We use a multivariate poison lognormal model to estimate three equations in the same structure with correlated errors, which only differs by the following dependent variables: number of product discussion, number of social referral, and the number of social coupons sold. Our empirical analyses suggest the following. First, the two types of WOM respond in opposite directions for the influencers in the multichannel sales context: the greater number of co-located online deals decreases public discussion but increases social referral. Next, the larger offline retail size increases public discussion, but has no significant effect on social referral. Finally, the results provide practical insights that small offline retailers can improve sales in the multichannel context by effectively managing the generation of different types of online WOM.

원전의 안전한 해체 관리를 위해 원전 해체 비용 평가는 매우 중요하다. 가장 많은 원전 해체 경험을 갖고 있는 미국의 경우 1970년대부터 원자력시설의 해체를 위하여 비용평가 연구를 진행하였다. 미국 NRC는 다양한 로형 및 원자력시설에 대한 해체 기술, 안전성 및 비용에 대한 연구를 수행하였다. 전체 해체 비용에서 운영허가종료비용이 가장 큰 비중을 차지하며, 그 다음으로는 사용후핵연료 관리, 부지복원순으로 평가되었다. 해체비용은 전체비용에 있어 운영허가종료가 제일 큰 비중을 차지하며 사용후핵연료관리, 부지복원 순으로 평가되었다. 즉시해체의 경우 지연해체에 비해 사용후핵연료관리 비용이 증가하였으며 지연 해체의 경우 운영허가종료의 비용이 증가하였다. 전반적으로 즉시해체에 비해 지연해체의 경우가 뚜렷하게 이득이 보이지 않고 있다. 국내 원전 해체 비용 평가시 부지 조건에 따른 평가를 고려해야할 필요가 있다고 판단된다. 또한 국내의 경우 IAEA의 권고사항을 적용하여 방사성폐기물 분류체계를 재정비하였다. 이에 따라 해체시 발생하는 방사성폐기물 물량 산정시, 선행 미국 원전해체 자료를 신분류체계에 적합하게 활용하기 위한 방법을 개발해야할 필요가 있다. 특히 자체처분 대상폐기물 평가 방법론 설정은 해체비용의 정확성을 확보하는 중요한 인자로 작용할 것이다. 또한 국내 원전해체 비용 평가를 위하여 시설 특성과 작업 특성에 적용할 수 있는 정보자료 구축이 필요하다.