Every year consumers spend billions of dollars on impulse purchases across the globe. Noticeably, occasions for impulse buying have been expanding due to new technologies and the growth of e-commerce that enhanced both the consumer’s accessibility to products and the ease of purchase transactions (e.g., one-click purchase) (Strack and Deutsch 2006). For instance, the retail store have become ubiquitous—being present on our desktop, in our mailbox, on our phone, in subway platform, in gas station kiosks—and reaching every street corner in our neighborhood. Such ubiquitous nature of mobile commerce combined with the introduction of IT devices (e.g., smartphones, tablets) makes consumers even more vulnerable to the sudden, powerful, and persistent urge to buy something instantly (i.e. impulse buying) (Rook 1987; Watson et al. 2002; Danaher et al. 2015). From the perspective of firms, this indicates that marketing opportunities to influence shopper attitudes and behavior can emerge at any point in the shopping cycle from the couch in a person’s living room to the shopping cart in mobile devices and media (Shankar et al. 2010; 2011). While impulse buying has been a well-known approach to explaining empirical deviations from the rational choice model in the literature (Strack et al. 2006), previous researchers have mainly focused on antecedents of impulsive behaviors, such as mood (Rook and Gardner 1993), self-construal (Zhang and Shrum 2009), chronic goals (Ramanathan and Menon 2006) and consumers’ self-loneliness (Sinha and Wang 2013). However, relatively little has been studied on what factors drive consumers to purchase products impulsively and how firms can utilize marketing activities (e.g., 4Ps) to engage consumers in such behavior. There exist a few studies paying attention to the interaction of individual characteristics and marketing variables for impulse buying (e.g., Bell et al. 2010; Inman et al. 2009; Narasimhan et al. 1996) but several issues still can arise from measurement problems, self-selection, lack of marketing variables, and limited breadth of product categories. In particular, researchers have used the term ―unplanned‖ purchases exchangeably with impulse purchases despite a conceptual distinction between the two terms: impulse buying is defined with three key components; unplanned, difficult to control, and resulting in emotional response (Rook 1987). In other words, mostly all impulse purchases are unplanned, but not all unplanned purchases are impulse buys and we cannot rule out other alternative explanations (e.g., it is a ―reminder‖ purchase based on true needs). In this study, therefore, we aim to differentiate two terms and investigate the consumers’ impulsive purchase behaviors using the actual behavioral data with respect to product characteristics, customer demographics, timing and controllable marketing activities such as advertising. We obtained the data from one of the leading TV shopping channels in Korea on 2,657 products and 17,848 air time slots covering a broader range of both hedonic and utilitarian products including electronics, food, fashion, home appliances, and so on (7.8 million orders and 2 million order cancels). Unlike typical supermarket shopping where consumers can actively search products, programming on TV shopping channels are shown randomly to viewers which helps us rule out self-selection problems. Most importantly, distinct from previous studies, we use an objective measure for impulse buying by exploiting the actual order placement and subsequent order cancellation (i.e., regret with retrospective judgment about purchase decisions). We find that product characteristics are the primary factors explaining the half (60.5%) of impulse purchase ratio variations followed by marketing variables (20.4%), and timing fixed effects (10.9%). Interestingly, we find little evidence of consumer demographics (1%) as a driver for impulsive buying behavior. Consequently, we focus on the interplay between product categories and marketing activities. Specifically, we classified the product categories into utilitarian and hedonic on the basis of the gross product categories and investigated the roles of two main marketing activities: advertising and price promotion. We find that the informative and persuasive roles of advertising (Akerberg 2003; Mehta et al. 2004) lead to a U-shaped effect on impulse purchases over time as the informative role attenuates over time but the persuasive role increases over time. While utilitarian products are more likely to be influenced by informative role of advertising and hedonic goods are more likely to be influenced by persuasive role of advertising, we detect that the U shape would be moved to the left (right) with a price discount (increase). In other words, price information does not change over time but the persuasive role increases over time with a price discount. Hence, our results can provide managerial insights for retailers and manufacturers to utilize point-of-sale marketing tactics and to improve their shopper engagement strategies to trigger impulse purchases.

복합제품시스템이란 고도의 엔지니어링과 설계 기술이 집약되어 있는 복잡한 시스템 형태의 제품으로 국가 경제 발전 및 에너지, 교통, 통신 등 사회 인프라 구축과 밀접 하게 연계되어 있다. 이에 따라 복합제품시스템의 기술진화를 이해하기 위해서는 기술개발 주체의 기술진보 노력을 넘어서 복합제품시스템을 둘러싼 거시환경요인이 기술진화에 미친 영향을 복합적으로 고찰하는 것이 필요하다. 이에 따라 본 연구에서는 원자력 발전 플랜트 사례를 중심으로 복합제품시스템 기술진화에 대한 정책, 경제, 그리고 사회적 요인의 영향을 종단적으로 서술하였다. 인터뷰에 기반한 1차 자료와 다양한 참고 문헌에 기반한 2차 자료를 복합적으로 활용한 결과, 원전 기술의 진화는 “원자력의 평화적 활용을 위한 응용연구”(1950년대～1960년대), “원자력 발전 시장 확산－1차 르네상스”(1970년대), “원자력 발전 안전성 제고와 후발국의 추격”(1980년대～2000년대 후반), 그리고 “원자력 발전 시장 2차 르네상스 를 위한 안전성의 최우선화와 차세대 원자로 기술 개발”(2010년대 후반～현재)의 4단계에 걸쳐 진행되는 것으로 나타났다. 또한 각 단계별 기술진화에 있어 각국의 에너지 정책과 원자력 발전 연구개발 투자와 같은 정책적 요인, 경기 사이클에 의한 전력 수요의 변화, 전력원 간 경쟁과 같은 경제적 요인, 그리고 안전성에 대한 사회적 수용과 환경오염에 대한 인식 등 의 사회적 요인 등이 중요한 영향을 미쳤음을 확인하였다. 본 사례 연구는 보다 거시적인 관점에서 복합제품시스템의 기술진화를 고찰할 수 있는 이론적 접근방법을 제시하였다는 점에서 그 의의가 있다. 따라서 복합제품시스템을 육성하고자 하는 국가들은 기술개발 투자와 노력뿐 아니라 정책과 경제, 사회적 요인을 통합적으로 고려하여 이를 기술진화에 활용하기 위한 노력을 경주해야 할 것이다.

Insecticidal effect of carbon dioxide(CO2) was carried out for the environment-friendly control of insect in vegetable plug seedling greenhouse. Korean melon, pepper, tomato and strawberry were tested. Insects were performed on Myzus persicae, Tetranychus urticae, Bemisia tabaci. Plants and insect were placed in closed container and the 4 concentration(0%, 25%, 50%, 100%) injected into container and investigated plant damage and the insecticidal effect over time. Damage of korean melon was appeared in the all concentration. Pepper was not injured until the 3 hours at 50% concentration and tomato also was not injured until the 6 hours at all concentration. Strawberry was not injured all concentration. The 100% mortality of Myzus persicae was appeared over 3 hours-100%, 12 hours-50% and 24 hours-25%, Tetranychus urticae was appeared over 3 hour-100%, 12 hours-50% and 24 hours-25% and Bemisia tabaci was appeared over 6 hours-100% and 12 hour-50%.

연구성과를 향상시키는 데 중요한 요인은 연구자의 역량, 연구비 등의 자원 투 입 등이 지적되었다. 하지만 최근에는 공동연구가 활성화되면서 연구자 사이의 구조적 특성 을 통해 지속적 상호관계를 형성하여 과학적 지식을 생산하고 있기 때문이다. 하지만 이러한 연구비 지원이 지원 자체에 그치는 것이 아니라 연구비 지원으로 인해 다수의 기관이 협력하 여 연구를 수행할 수 있는 발판이 된다는 점에서 연구성과에 영향을 미치는 것으로 볼 수 있 다. 즉 연구비 지원이 공동연구의 연결구조에 차이를 발생시켜 연구성과에 영향을 미치기 때 문으로 추정할 수 있다. SCIE DB에서 2009년부터 2013년까지 5년간 문화기술(CT) 분야의 공동연구 논문을 대상으로 연구비 지원 여부에 따른 네트워크 구조와 연구성과의 관계를 분 석한 결과 다수의 연구기관이 연결되어 있을수록 논문 편수가 증가하고 사이 중심성이 증가할수록 논문 편수는 감소하는 것으로 분석되었다. 또한 연구비 지원 여부가 네트워크 구조, 연구성과에 영향을 미치는 것으로 분석되었다.