ESG 경영에 대한 인식은 모든 구성원에게 필수적인 요소로 자리 잡고 있다. 특히 판매·서비스·영업직은 고객과 직접 소통하는 최전선에 위치한 만큼, ESG 경영에 대 한 이해와 인식은 더욱 중요하다. 소비자의 ESG 경영 인식 수준이 ESG 관련 소비 행동 의도에 미치는 영향을 분석하고, 이 관계에서 소비자가 인식하는 환경경영, 사 회공헌, 지배구조의 중요도가 매개효과를 가지는지를 실증적으로 분석하고자 한다. IBM SPSS statistics 29.0 통계분석 프로그램을 이용하여 분석하였다. 본 연구에서는 연구대상자의 일반적 특성을 파악하기 위해 빈도와 백분율을 산출하였고, 척도의 타 당도를 알아보기 위해 요인분석과 신뢰도를 분석하기 위해 Cronbach α 계수를 산 출하였다. 또한 주요 변수 간 상관관계분석을 실시하였으며, ESG 인식 수준이 소비 행동 의향에 미치는 영향에 대하여 다중회귀분석을 실시하였으며, 기업의 ESG 중요 도 인식에 대한 매개 분석을 실시하였다. 첫째, 소비자의 ESG 인식 수준은 환경경영 소비행동 의향, 사회공헌 소비행동 의향, 지배구조 소비행동 의향 모두에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, ESG 인식과 ESG 소비행동 의향 간의 관계에서 ESG 경영 중요도 인식이 매개변수로 작용하는지를 분석한 결과, 먼저 환 경적 생산 및 유통, 환경적 실천 및 이념, 사회공헌·지역사회·근로자 만족 등의 중요 도 인식의 세부 개념이 통계적으로 유의한 매개효과를 가지는 것으로 확인되었다. 또한 사회공헌 소비행동 의향에 대해서는 환경적 생산 및 유통, 환경적 실천 및 이 념, 사회공헌·지역사회·근로자 만족 등의 요소가 정(+)적인 영향을 미치는 것으로 나 타났으며, 직접적인 경로는 통계적으로 유의하지 않았으나 매개변수를 통한 간접 경 로는 유의하여 완전매개효과가 존재함을 확인하였다. 마지막으로 지배구조 소비행동 의향에 있어서는 환경적 실천 및 이념, 소비자보호 개념이 정(+)적인 영향을 미치는 것으로 나타났으며, 마찬가지로 직접 경로는 유의하지 않았으나 매개변수를 통한 간 접 경로는 통계적으로 유의하여 완전매개효과가 존재하였다. 판매·서비스 영업직은 ESG 소비행동 의향을 제고하기 위해 ESG 경영의 중요도 인식을 강화할 필요가 있 으며, 이를 통해 소비자에게 보다 설득력 있는 ESG 메시지를 전달할 수 있다. ESG 인식 수준과 ESG 경영 중요도 인식은 소비행동 의향에 영향을 미치는 핵심 요인이 며, 각 세부 개념과의 연동을 통해 보다 전략적인 소비자 대응이 가능하다.

This study identified the effects of factors related to physical fashion brands’ sales promotions on consumers’ reactions and purchase intentions, while also determining the differences in these effects according to the consumers’ generations and genders. For the empirical analysis, the study used SPSS and AMOS 25.0, with frequency analysis, EFA, reliability analysis, CFA, SEM analysis, and multiple-group comparison analyses also performed. The results of multiple-group comparison analyses of the generation groups showed that the effects of consumers’ affective reactions on their purchase intentions differed between the MZ generation(a generational group comprising the millennial generation and Gen Z) and active seniors, with the influence on the active seniors group greater than on the MZ generation group. The effects of cognitive reaction on purchase intention also differed between the two groups, with the influences on the active seniors group again greater than on the MZ generation, moreover the result was significant only for the active seniors group. The influence of affective reactions on purchase intention also differed in the result of the comparison of gender groups, with the impact greater for male consumers than for female consumers. Finally, the effect of cognitive reactions on purchase intention was greater for female consumers than male consumers, with the result significant only for female consumers. Based on these findings, the study recommends adopting different sales promotion strategies for each consumer group to induce positive purchasing behavior.

한국의 주택시장은 2020년대에 들어 유례없는 폭등과 폭락을 반복하는 등 매우 민감한 가격 변동을 경험하였다. 특히 2024년 9월 서울특별시에서는 거래량 급감에도 불구하고 역대 최고 아파트 평균 매매가격이 경신되기도 하였다. 하지만 이러한 주택시장의 변동성은 지역에 따라 다소 이질적인 특성을 보이고 있다. 이에 본 연구에서는 최근 10년 간의 시계열적인 매매가격지 수를 기반으로 수도권 아파트의 주택 하위시장을 유형화하고 그 특성을 살펴보고자 한다. 이를 위해 수도권 시군구 단위로 2014-2024년 월간 아파트 매매가격지수 데이터셋을 구축하였고, 자기조직화 지도를 사용하여 매트릭스 형태의 시계열적 가격 변동을 2차원 공간상에 매핑하여 그래프로 작성하였다. 그 후 동적 타임 워핑을 유사성 척도로 하는 K-평균 군집화 및 계층적 밀도 기반 군집화 알고리즘을 이용한 시계열 군집 분석을 수행하여 주택 하위시장을 식별하였다. 연구 결과, 수도권 지역에서는 공통적으로 2014년 이후 아파트 매매가격이 지속적으로 상승하였고, 2020년을 기점으로 폭등한 후 2022년 급락하는 경향을 보였다. 그러나 지역별로 가격 변동의 정도와 패턴, 속도가 상이하였고 이에 대한 유형화를 진행한 결과 최종적으로 계단형(서울 인근 경기도 지역), 단기변동형(경기도 남･북부 지역), 안정형(경기도 서부 지역), 외곽 저속개발(수도권 외곽 및 접경지역), 지속상승(서울 및 인접 경기도 지역) 총 5개의 하위시장을 확인할 수 있었다. 본 연구는 민감한 가격 변동을 보이는 수도권 아파트의 하위시장을 실증적으로 구분하고, 하위시장의 독특한 시공간적 패턴에 대한 이해를 제공함으로써 향후 실효성 있는 지역 특수적 주택 정책 수립에 기여할 것으로 기대된다.

주택의 가격은 주택이 위치하고 있는 지역과 밀접한 관계가 있으며, 더불어 주택가격 결정요인은 전역적 수준과 하위지역 간 효과의 편차를 보이는 공간적 이질성을 내포하고 있다. 최근 공간적 이질성 역시 편차의 변화양상에 따라 연속적과 불연속적으 로 구분하는 관점으로 확장되고 있다. 이에 본 연구는 서울시 아파트 매매가격 결정요인의 공간적 이질성을 연속적 및 불연속적 관점에서 탐색하고자 한다. 이를 위하여 각각 지리가중회귀모형과 공간 경계를 지역 제약으로 하는 확장 모형인 지역-지리가중회 귀모형을 사용하여, 자치구 내와 자치구 사이의 국지적 회귀계수의 공간적 변동 양상을 탐색하였다. 나아가 두 모형을 설명력과 잔차의 공간적 자기상관을 기준으로 비교･평가하였다. 본 연구 결과에서는 건축 연도와 같이 지역-지리가중회귀모형에서 자치구 간의 불연속성이 강조되고, 자치구 내의 불연속성의 상쇄가 발생하지 않는 결정요인을 불연속적 공간적 이질성 관점으로 설명하 였다. 하지만 여전히 근린공원 거리와 같이 자치구 간에서의 연속성이 유지되는 것이 적합한 변수들이 존재하여 연속적 공간적 이질성의 관점이 유효함 역시 확인하였다. 마지막으로 서울의 경우 모형의 설명력과 잔차의 공간적 자기상관 관점에서는 지역-지 리가중회귀모형이 기존 지리가중회귀모형보다 향상된 결과를 보였다. 본 연구는 주택가격 결정요인에 있어 공간적 이질성의 변동 양상에 대한 인식을 확장하고, 나아가 공간적 이질성의 유형화에 대한 기초 연구로 활용될 수 있을 것으로 기대한다.

In this study, the effect of Distribution efficiency through the fishery production base distribution center (FPC) on the production site board facility was studied. FPC is a new distribution system for Korean fishery products that has been promoted in earnest since 2012, and in this study, the effect before and after the introduction of FPC was analyzed using the DID (Difference in Difference) model for the effect of FPC in the fishery industry. The results of analysis shows that in the case of Wando Geumil FPC, the volume and unit price of consignment sales decreased during the analysis period, which was statistically significant. In the case of Sokcho FPC, the volume of consignment sales decreased during the analysis period, which was statistically insignificant. But the unit price of consignment sales rose during the analysis period, which was statistically significant. In the case of Gyeongju FPC, the volume of consignment sales increased during the analysis period, which was statistically significant at the 90% confidence level. But the unit price of consignment sales fell during the analysis period, which was statistically significant.

정보제공의무란 계약 목적물에 대한 정보를 보유하고 있는 그 소유자가 계 약의 체결 여부에 영향을 미칠 수 있는 목적물에 대한 중요한 정보를 제공할 의무이다. 이러한 정보제공의무 위반의 경우, 계약이 원시적 불능 상태임에도 그러한 정보를 제공하지 않은 경우라면 민법 제535조가 적용되는 경우이므로 신뢰이익 손해를 배상하여야 한다. 그리고 상대방이 정보제공의무 위반을 이 유로 계약을 취소하는 경우 또는 정보제공의무 위반 사실은 있으나 그 계약을 유지하고자 하는 경우에도 그 손해에 대하여 535조를 유추적용하여 신뢰이익 손해배상을 청구하는 것이 합리적인 경우가 있다. 정보제공의무 위반에 따라 계약이 체결된 경우 계약의 목적물에 대한 중요 한 정보를 제공받았더라면, 일반적으로 계약을 체결하지 않거나 더 낮은 금액 을 반대급부로 하여 계약을 체결하였을 것이 예상될 수 있다. 이 경우 그 신뢰 이익 손해는 정보제공을 받지 못하여 계약을 이행하기 위하여 지출한 비용, 다른 수익 기회를 놓친 손해 그리고 하자 손해가 있다. 이러한 손해 중에서도 특히 정보제공을 받지 못하여 계약이 유지되고 있는 동안 동종의 다른 계약을 체결할 기회가 발생한 경우, 그에 따른 손해를 증명하여 배상받는 것이 계약 당사자 간에 손해를 가장 합리적이고 명확하게 배분하는 방법이 될 수 있다.

Maintaining the permanence of a company in the current rapidly changing business environment is not an easy task. Rather, the lifespan of a company can be said to be gradually decreasing. As such, the author of this paper, which describes the current market environment, is the sales organization of a large company. While leading the company, I thought about how to overcome the rapidly changing market and create an organization that continues to grow. As a result, I succeeded in creating an organization that continued to grow over the past two years, and the main activity of this result was the use of sales computer. It was clear that it was an information sharing activity. This can be said to be a result of proving that a series of activities to create and share information is important for the sales organization of ICT companies to actively respond to the rapidly changing market environment. Therefore, this study attempted to examine the relationship between knowledge management and business performance in the sales field of ICT companies, which has not been covered so far. Knowledge management is a four-stage activity from a process perspective, divided into knowledge creation, knowledge storage, knowledge transfer, and knowledge utilization. did. As a result of the study, first, knowledge management activities, such as knowledge creation and knowledge storage, were found to have a significant impact on financial performance. Second, knowledge management activities such as knowledge creation, knowledge storage, knowledge transfer, and knowledge utilization were all found to have an impact on non-financial performance. In the end, this study confirmed that efforts to turn tacit knowledge into knowledge in order to respond to the ever-changing ICT market are ultimately an important factor in growing a company.

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

Anthropomorphism is a prevalent marketing practice that fosters consumer perceptions of a brand as humanlike. In today’s hyperconnected marketplace, firms are increasingly imbuing their brands with human features with the hope that the favorable perceptions of humanlike attributes in nonhuman objects could lead to consumers’ positive evaluation of humanized products. For example, Amazon has imbued Echo, a voice-activated Bluetooth speaker, with the human name Alexa, a female voiced virtual assistant that employs familiar human speech pattern, and some advanced personality traits. Similarly, Hormel Foods has used Mr. Peanut, the advertising logo and mascot of Planters that embodies the brands’ selling points. Mr. Peanut is depicted as a humanized peanut with arms, legs, top hat, and monocle and became a vessel of brand meaning and personality, taking on the product quality that the brand aims to communicate. Prior studies that use brand anthropomorphism as a foundation have investigated the impact of brand anthropomorphism on various outcomes such as product evaluations, emotional responses, and intentions to replace a product. However, what is missing from prior work is an understanding of the impact of brand anthropomorphism on the purchase intentions for clearance products which are sold under a retailer’s promotional strategy as an inventory management tool. The lure of cheapened goods may expand the range of consumers who can afford to buy merchandise from the company or may provide existing customers with an appealing purchasing option. In light of this, clearance sales are known to be effective not only for increasing store traffic by alluring price-conscious consumers but also for reducing excess inventory in a retail location or a chain of product fulfillment. The strategic importance of clearance sales has increased since the breakdown of COVID-19 which forced retailers to close their stores and caused demand for many product categories to plunge in early 2020. After the initial shock of the pandemic, consumer spending recovered fairly quickly, giving rise to record levels later in the same year. This surprising recovery continued into the next year as consumer sentiment and spending levels surged together, resulting in consumer demand that surpassed retailers’ stock levels. However, due to inflation and amounting fears of recession, consumer spending started to slow down again in 2022, resulting in the opposite of what happened in the previous year. Such a reversal caused many retailers to face high inventory levels and declining profitability, forcing them to cut prices to move excess inventory out of stores, which increases the importance of conducting clearance sales effectively. Clearance sales are prevalent in retail markets, where considerable discounts are typically offered for leftover items (Zhang & Cooper, 2008). Retailers widely use clearance sales to liquidate their unsold products at the end of a selling season (Nocke & Peitz, 2007). They have strong incentives to get rid of the remaining items in order to make room for the new products (Sällström, 2001). Previous research suggests that anthropomorphism leads consumers to apply human schema to a product, which in turn affects their attitude toward the product (Aggarwal & McGill, 2007, 2012). In this research, we aim to identify the negative effect of anthropomorphism on consumers’ attitude toward clearance products.

With the infusion of advanced technology, interactions between customers and firms’ representatives take place in brick-and-mortar stores, 2D online sites, and even 3D metaverse environments. In the metaverse, a firm’s sales avatars interact with other users while representing the firm, recommend, and sell virtual items. Previous literature about the effectiveness of sales representatives agrees that a firm representatives’ smiling faces engender customer satisfaction and better interactions. However, it is unclear whether smiling faces of sales avatars will work the same way in the metaverse as they do in the real world. The current research examines whether a firm’s sales avatars with sad facial expression (vs. those with smiling facial expression) stimulate higher user intentions to interact with firm representative avatars, to purchase virtual items from the representative avatars, and to spread positive WOM about their experience in the metaverse. Moreover, focusing on subcultural appeal, we investigate why this unconventional phenomenon happens in the metaverse unlike in real world. We conducted two experiments to manipulate a firm representative avatar’s facial expression (smiling vs. sad) in the metaverse. We newly designed a metaverse place, and participants who put on a virtual reality headset are exposed to either a hat (Experiment 1) or shoes (Experiment 2) store where they can purchase a virtual hat or shoes. Experiments 1 and 2 basically tested the same things repeatedly. However, to improve internal validity and generalizability, Experiment 2 used human-like sales avatars instead of cartoon character-like sales avatars in Experiment 1, changed virtual stores from a hat store to shoes store, and finally controlled for various extraneous variables such as attractiveness, warmth, and competence of sales avatars, and user’s previous experience about metaverse. Sales representatives with a smile are believed to contribute to beneficial consumers’ attitudes and behaviors in offline stores. However, our experiments demonstrate that this well-received belief does not necessarily apply in the metaverse, where subcultural appeal plays a more critical role. In the metaverse, users evaluate sales avatars with sad facial expression (vs. with smiling facial expression) as more unique and cool (i.e., higher subcultural appeal), leading to their higher intention to interact with the sad sales avatar, to purchase a virtual item, and to spread positive WOM about their experiences. Our results imply that previous findings supported in the offline or 2D online sites may not work the same way in the 3D metaverse.

We propose a sales prediction model based on the number of new members, online advertising, and consumer reviews for a short period. Considering purchase behaviors of new and existing members, we predict reliable sales amounts, which can be monthly updated. Our study provides digital marketers with a feasible prediction approach.

With about 80% of the global economy expected to shift to the global market by 2030, exports of reverse direct purchase products, in which foreign consumers purchase products from online shopping malls in Korea, are growing 55% annually. As of 2021, sales of reverse direct purchases in South Korea increased 50.6% from the previous year, surpassing 40 million. In order for domestic SMEs(Small and medium sized enterprises) to enter overseas markets, it is important to come up with export strategies based on various market analysis information, but for domestic small and medium-sized sellers, entry barriers are high, such as lack of information on overseas markets and difficulty in selecting local preferred products and determining competitive sales prices. This study develops an AI-based product recommendation and sales price estimation model to collect and analyze global shopping malls and product trends to provide marketing information that presents promising and appropriate product sales prices to small and medium-sized sellers who have difficulty collecting global market information. The product recommendation model is based on the LTR (Learning To Rank) methodology. As a result of comparing performance with nDCG, the Pair-wise-based XGBoost-LambdaMART Model was measured to be excellent. The sales price estimation model uses a regression algorithm. According to the R-Squared value, the Light Gradient Boosting Machine performs best in this model.