비즈니스 및 문화 심리적 거리감이 무역 성과에 미치는 영향에 관한 연구 (An Empirical Study on the Effect of Business and Cultural Aspects of Psychic Distance on Trade Performance)

서지정보

· 발행기관 : 한국무역학회
· 수록지 정보 : 무역학회지 / 40권 / 5호 / 103 ~ 120페이지
· 저자명 : 손승표, 정창근

초록

비즈니스 심리적 거리(Business Psychic Distance)와 문화 심리적 거리(Cultural Psychic Distance)가 무역 성과 제고에 어떠한 영향을 미치게 되는지를 실증적으로 분석하고, 이를 마케팅믹스 전략의 도입 및 실행이라는 매개 변인을 사용하여 심리적 거리의 매개 효과를 분석함으로써, 무역 성과에 미치는 영향을 연구하여 비즈니스 심리적 거리와 문화 심리적 거리의 해당 변인들이 무역 성과라는 종속 변인에 유의미한 영향을 끼치게 됨을 실증적으로 증명함과 동시에, 무역 기업들의 성과 제고에 실질적인 도움이 되는 유의미한 요인들을 함께 제시하는 데에 그 목적이 있다.

영어초록

This study focuses on investigating the link between the concepts of business and cultural psychic distance factors, and the mediating effect of marketing mix strategy implementation and execution, as well as verifying the significant effect that these factors have on trade performance (including goods and services), through a satisfaction study.
Among the various trade company managers, with varying psychic distances, deep understanding and empathy is crucial to retain and expand the companyʼs trade performance in order to compete in new, overseas markets. This step of understanding business and cultural psychic distance is an effective method for enabling positive trade performance, with the marketing mix strategy playing a mediating role.
For this reason, contrary to previous research, business and psychic distance size factors have a significantly positive (+) effect on the dependent variable of trade performance, due to the existence of the mediating role of marketing mix strategy, which has not been considered in past studies. This is very important outcome of this study, which differentiates it from past research.
This research suggested useful factors for significant performance of trade firms in goods and services. A marketing mix strategy, based on an understanding of business and cultural psychic distance factors, will be an effective tool to overcome geographical business limitations, and to acquire trade opportunities, while simultaneously expanding relationships with international partners.
Through this process, trade companies can pursue higher performance than general firms. To enhance the effect of marketing mix strategy, it is recommended that future research on the topic include the cultural intelligence (CQ) factor in this model, to study its effect on trade performance.

참고자료

· 없음