이 연구의 목적은 실제 관찰의 맥락을 강조한 달의 위상 변화 문제를 해결하는 과정에서 드러나는 초등 예비교사의 설명 유형과 그 특징을 파악하여 초등 교사 양성 프로그램에서 고려해야 할 부분에 대한 시사점을 제공하는데 있다. 이를 위해 초등 예비교사 30명이 관찰 가능한 달의 위상을 설명한 내용을 분석하였으며, 주요한 연구 결과는 다음 과 같다. 첫째, 달의 위상 변화에 대해 현상의 관찰과 이에 대한 과학적 추론에 바탕을 두기 보다는 달의 위상별 출몰 시간표를 도입하여 설명하는 경우가 많았다. 둘째, 태양이 뜨면 달이 보이지 않거나 또는 달이 떠 있다면 무조건 달을 관찰할 수 있다고 생각하는 유형의 대안 개념이 확인되었다. 셋째, 달을 관찰할 수 있는 시각과 방위에 대해서는 태양의 위치와 무관하게 관찰할 수 있다거나 남중할 때 관찰할 수 있다고 설명하는 경우도 있었다. 또한 달을 관찰하는 날짜는 음력으로 상정하여 접근하는 방식도 볼 수 있었다. 이상의 결과로부터 교육학적인 시사점을 논의하였다.

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entrée for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.

The inseparability, one of service specific characteristics, often makes it necessary and possible for customers to participate in service production and delivery process as partial employees or contributors. As customer participation may enhance or degrade the quality of services and customers’ satisfaction, many researchers have paid much attention to the concept of customer participation. Analogous to the typical classification of service employee behaviors, previous research typically categorized customer participation behaviors into customer participation behaviors and citizenship behaviors. Furthermore, past research showed that both types of customer behaviors significantly affect perceived service quality and satisfaction. However, the many criteria past research has used to classify customer participation behaviors lack conceptual rigor and generalizability beyond the specific types of services for which the criteria have been developed. The lack of conceptual rigor and consistency in classification criteria caused much confusion and incongruencies in empirical findings reported in the current customer participation behavior literature, depending on which specific criteria the researcher choose and on the specific type of service studied. Thus, it is important to develop a classification system of customer participation behaviors which is solid and generalizable to many types of services. This study proposes a customer participation behavior classification system which categorizes customer participation behaviors depending on 1) whether a customer behavior is essential and indispensable in the service production process and/or not and 2) whether a customer behavior is conducted voluntarily or upon requests by service employees. Based on the two criteria, the proposed system identifies five types of customer participation behaviors. Furthermore, this study examines whether the five types of customer participation behaviors affect the two dimensions of perceived service quality - outcome quality and process quality (Grönroos1984) and customers’ satisfaction with service experiences. Data for this study are collected through a survey of adult Korean consumers. Major findings of the study can be summarized as follows. First, increasing the level of each of the five types of customer participation behaviors affects perceived service outcome quality, perceived service process quality, and satisfaction. Second, the relative impact of each type of customer participation behavior varies by the types of participating customer’s personality and depending on whether a service is outcome-oriented or process-oriented type. Finally, the actual impact of each type of participation behaviors on perceived service quality and satisfaction varies according to what customers expect when they perform the behaviors.

2007년 6월 시행된 개정 저작권법은 특수한 유형의 OSP에 대하여 권리자의 요청이 있는 경우 기술적 보호 조치를 의무화(저작권법 제104조) 하였고 동법 시행령(저작권법 시행령 제46조)에 의해 기술적 보호조치의 내용을 구체화하였다. 이 법에서 특수한 유형의 OSP는 P2P와 웹하드(Webhard) 서비스를 지칭하며, 이러한 특수한 유형의 OSP 사업은 기본적으로 불특정 다수에 의한 콘텐츠 불법복제 전송을 기대한 사업 형태이므로 OSP가 상당한 정도의 주의를 기울이지 않는다면 일반 사용자가 저작물 불법복제 침해 행위에 너무도 쉽게 노출되는 위험이 있다. 또한 개별 권리자들은 자신의 저작재산권을 보호하기 위하여, 해당 OSP에 대하여 일일이 이를 추적하여 기술적 보호 조치를 요구하거나 이에 대한 이행을 모니터링 하기는 현실적으로 어렵고, 나아가 민·형사 상의 소송을 통해 권리를 보호 받기에도 어려운 상황이다. 따라서 특수한 유형의 온라인 서비스 제공자에 대한 본 조항이 신설된 것은 상대적으로 특수한 유형의 온라인 서비스 제공자가 저작물에 대한 권리침해의 정도가 많고, 용이하다는 측면과 그 폐해의 정도가 심각한 점을 감안한 것으로, 적극적인 기술적 보호조치를 요구함으로써 건전한 시장 질서를 유지하기 위해 보다 높은 수준의 주의 의무 및 관리책임을 부과하는 것으로 이해되어야 할 것이다. 아직까지 특수한 유형의 OSP의 서비스 방식에 의해 콘텐츠 산업은 물론 IT기술 발달에 기여가 증명되거나 관련 산업 발달에 긍정적인 결과를 가져올 것이라고 단정하기는 힘든 상황이며, 오히려 무분별한 불법복제로 인해 폐해가 산업 곳곳에 발목을 잡고 있음을 직시할 때, 특수한 유형의 OSP의 산업적 재평가도 필요할 것으로 생각한다.

In this paper, we analyze the scientific inquiries type on Almanac and Historical Astronomy asked through the Q&A service in Korea Astronomy and Science Institute(KASI) webpage with the aid of scientific inquiries analysis methods. We also study the contents of the questions. Specifically, we have created statistics of questions and inquiries, and have developed categories to analyze the characteristics of questions with regard to their cognitive aspects. Each question is categorized as either of the two elements based on their recognitive aspect: science knowledge or science study. Each element also has sub-categories that help the reader understand the characteristics of the questions. For the analysis, we used the sample consisting of questions collected from April, 2005 to June, 2007. Through this study, we achieved a better understanding of the questions in the area of Almanac and Historical Astronomy asked in the Q&A service. Throughout this study, we find that the need of questions in the area of Almanac and Historical Astronomy are increasing with time, and the overall quality of the questions is getting improved. As we expect that the number of people using our Q&A service will increase and that the questions will get more difficult to answer, development of improved contents is required.

The purpose of this study was to identify the differences of cognitive responses, emotional responses, customer satisfaction, and service loyalty about service encounter quality by types of restaurants and to analyse emotional responses, customer satisfaction, and service loyalty in accordance with level of service encounter quality. The questionnaire were collected from customers (N=812) who had used restaurants in Seoul, aiming at 15 or more-year-old customers from October 24, 2005 to November 6, 2005. The main results of this study were as follows: Statistically significant difference was showed in importance and performance of interaction quality, importance and performance of physical environment quality, performance of outcome quality depending on types of restaurants, while significant difference was not indicated in importance of outcome quality by types of restaurants. Positive emotional response was significantly high by types of restaurants in order of fine-dining restaurants, family restaurants, and fast-food restaurants, while negative emotional responses were significantly higher in fast-food restaurants than in the other two types. As far as Customer satisfaction are concerned, fine-dining restaurants showed higher customer satisfaction than the other two types. Attitudinal service loyalty was high in fine-dining restaurants, family restaurants and fast-food restaurants in order and behavioral loyalty was not significantly different with each type of restaurant. In accordance with level of service encounter quality, cluster analysis was conducted and the clusters were divided into 'high-valuation' and 'low-valuation'. 'High-valuation cluster' and 'low-valuation cluster' showed significant difference depending on types of restaurants that customers used(p<.001). The customers who used fine-dining restaurants and family restaurants valued the performance of service encounter highly. However, in fast-food restaurants, a lot of low-valuation customers existed. Therefore, fast-food restaurants have to improve performance of interaction quality, outcome quality and physical environment quality in service encounter. In addition, in 'high-valuation cluster' who valued service encounter quality highly showed higher scores in positive responses, customer satisfaction, service loyalty than in 'low-valuation cluster', and showed low negative responses.

본 논문에서는 한국천문연구원에서 2000년부터 운영중인 홈페이지 질문상자의 질문 및 조회 수를 통계적으로 분석하고, 그 질문 내용에 나타난 인지적 측면에서 과학탐구 유형을 분석하였다. 이를 위해 홈페이지 질문상자에 올라온 질문 및 조회 수를 월별/연도별로 통계를 작성하였으며, 질문문항이 과학탐구의 어떠한 인지적 측면이 부각되어 있는가를 분석하기 위하여 과학탐구 분석틀을 개발하였다. 질문유형 분석은 인지적 측면에서 과학지식과 과학탐구로 분류하였다. 과학적 지식의 하위유형으로 내용지식, 방법지식, 지식본성 이해로 분류하였다. 과학탐구의 하위 요소는 과학탐구 수행능력으로 분류하고 각 세부 요소를 고려하였다. 질문유형 분석틀에 따른 과학탐구 유형의 분석은 분석틀을 통해, 2004년 7월부터 12월까지 6개월간 질문상자에 질문한 703개 질문 항목에 대해 질문들의 세부 사항 및 속성들을 세부적으로 살펴서 질문유형 분석틀에 따라 분석을 시행하였다. 이 분석을 통하여 질문상자의 질문에 대한 이해와 잦은 질문들에 대한 응답을 마련하는 등, 앞으로 질문상자의 운영 방안에 대한 방향을 설정할 수 있었다. 이 분석을 통해 질문수의 증가와 함께, 질문의 내용도 일상생활 과학 지식수준을 넘어 해마다 난해해 지고 전문화 되어가고 있음을 알 수 있었다. 앞으로 질문상자의 이용자 수가 계속 증가될 것으로 예상되고, 지적 요구의 증대와 함께, 질문의 내용도 더욱 난해해 질 것으로 예상됨으로 심도 있는 콘텐츠의 개발이 필요하다.