• Asia Marketing Journal
• /
• v.14 no.2
• /
• pp.39-63
• /
• 2012

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

• Korean Journal of Psychosomatic Medicine
• /
• v.12 no.2
• /
• pp.165-173
• /
• 2004

Objectives: Diabetes mellitus is a heterogeneous, chronic, progressive disease characterized by hyperglycemia and abnormality in protein, carbohydrate, fat metabolism. Recent studies have reorted two times prevalence of depression in individuals with diabetes compared to individuals without diabetics. This study was designed to investigate glycemic controls, anxiety, alexithymia, stress responses between depressed diabetic patients and non-depressed diabetic patients. Methods The subjects were 60 diabetic patients(mean age : $50.3{\pm}9.7$ years, 31 men and 29 women) who were confirmed to have diabetes depending on the laboratory findings as welt as clinical symptoms at the St. Vincent Hospital Diabetes Clinic, from Mar. 2004 to Sep. 2004. Laboratory test including, blood chemistry. glycated hemoglobin, urinalysis for proteinuria and Korean version of Beck Depression Inventory(BDI), State and Trait Anxiety Inventory(STAI), Toronto Alexithymia Scale(TAS) and Stress Response Inventory(SRI) were used for assessment. Based on BDI scores, all diabetics were divided into 13 depressed-diabetics group(above 20 point) and 47 non-depressed group(below 20 point). We compared demographic data. glycemic controls, STAI, TAS and SRI scores between two groups by independent t-test. Results : 1) Depressed diabetic groups were 13(mean age : $55.4{\pm}7.2$ years, 7 men and 6 women) and non depressed groups were 47(mean age $48.9{\pm}9.8$ years, 24 men and 23 women). In depressed diabetics, compared with non-depressed group, manifested aged(p=0.031), but other demographic data showed no difference between two groups. 2) No significant differences were noted in FBS, PP2h, Hb A1C, total cholesterol, HDL-cholesterol, SGOT/SGPT, BUN levels between depressed and non-depressed groups. But, blood creatine levels of depressed group were significantly increased than non-depressed group(p=0.026). 3) No significant differences were found in the score of STAI, STAI-S, STAI-T, TAS between depressed and non-depressed groups. 4) The SRI scores of depressed groups were significantly higher than non-depressed groups$(59.7{\pm}24.9\;vs.\;31.5{\pm}22.0)(p=0.000)$. Conclusion : The above results suggest that depressed diabetic patients are have more stress responses and higher blood creatine levels. However, there were no differences in laboratory data related to glycemic controls, and anxiety. alexithymia levels between two groups. We suggest that physicians should consider integrated approaches for psychiatric problems in the management of diabetes.

• The Journal of Korean Academy of Sensory Integration
• /
• v.9 no.2
• /
• pp.51-60
• /
• 2011

Objective : The characteristics of physiological responses of ADHD children to sensory stimulation were examined by types of sensory stimulation, measurement tools, and responses. In addition the behavioral characteristics were examined by analyzing items of common problems according to the measuring tool, frequency, and measurement tools. Methods : A systematic review methods were used. Papers published in the Journal between January, 1990 and December 31, 2011 were searched through Riss4U, MEDLINE /PubMed, CINAH. The main terms searched were "ADHD, Children, Sensory processing, Sensory integration, SP, SSP, SOR, TIE, CSP, SEP, EDR", and 15 papers were analyzed. Results : 1. The number of studies on physiological responses of children with ADHD to sensory stimulation was five (33.33 percent), the number of studies on behavioral responses was ten(66.67%), and the number of studies combined the two kinds of study was two (13.33%), where a total of 15 (100%) papers were analyzed. 2. In five studies on the physiological response, there were three studies using tactile and proprioceptive stimulations and two studies using olfactory, auditory, visual, tactile, and vestibular sensories. 3. In ten studies on the behavioral responses, there were five studies using SP, three studies using SSP, two studies using SOR, one study using TIE, and one study using CSP. Conclusion : In the characteristics of physiological responses of children with ADHD children to sensory stimulation, there was in the action potential of the cells in hand region of the primary sensorimotor cortex neurons. It was analyzed that there was an initial state and it appeared show a obvious and fast habituation in the later state; the time of recovery seemed to have many non-specific responses. In the characteristics of behavioral responses, there were inattention / distraction, vestibular processing, sensory processing related to endurance / tone, modulation of sensory input affecting emotional responses, low energy/weak.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.16 no.5
• /
• pp.125-141
• /
• 2021

The rapidly changing social structure of the digital environment is having a significant impact on economic activities. That is also an important issue for Individuals who want to sustain economic activities and countries that support policies. Non-face-to-face industries have been revitalized due to the problem of human capital utilization attributed to aging population, the real economic recession caused by Corona 19, contraction of face-to-face economic activities, reduction of employment, and job instability. Accordingly, digital media contents based economic activities have become commonplace, and the government's main policy issue is to use human capital effectively for media contents based economic activities. Adaptation to the digital environment has become a necessity, not a choice, for those who wish to continue to be in employment. Therefore, this study analyzed the effects of digital and individual abilities on intention to sustain the economic activity and verified the modulation effect of the role model. In order to achieve the purpose of this research, an online survey was conducted on men and women aged 20 to 80 nationwide, and 382 of the 385 collected questionaires were analyzed. The SPSS 23.0 program was used to analyze this study, and the questionaire questions were measured using the Likert 5-point scale. As a result of the analysis, first, the ability to utilize media contents in digital capacity has a positive impact on the intention to sustain economic activity, and that the higher the ability to utilize the latest digital media contents such as SNS, the more likely the intention to sustain economic activity. Secondly, it was found that the financial strength of individuals' abilities was affected by the negative impact, and that the experiences were affected by positive(+) impact on the intention to sustain economic activity. Thirdly, the social environment has no significant effect on the intention to sustain economic activity. Fourth, it was found that family support amongst social support has a positive impact on the intention to sustain economic activity, and that various emotional support for families has increased intention to sustain economic activity. Fifth, the role model was found to have a positive(+) impact on economic sustainability, while the ability to utilize media content and family support played a modulating role on economic sustainability. Therefore, as a result of this research, the government's policy support for employment and entrepreneurship is required in accordance with digital media content based digital education and human structure in order to sustain economic activities.

• Asia Marketing Journal
• /
• v.9 no.1
• /
• pp.23-41
• /
• 2007

The current study analyzed the relationship between expression type of humor ads and their advertising effects and the differences in advertising effects by expression type according to temperament as categorized by the Myers-Briggs Type Indicator (MBTI). Expression type of humor was classified into arousal-, incongruity-, and superiority-type humor ads. Advertising effects were measured by consumers' cognitive, affective, and conative responses. Three ads were created based on expression type of humor. A personality type, as measured by the MBTI, was categorized into four types of temperament, namely SP, SJ, NF, NT and used as moderating variables. As a result, the advertising effects varied according to the expression type of humor advertising. Interaction effects between ad expression type and temperament on ad feeling and ad preference were also found.

• Journal of Venture Innovation
• /
• v.5 no.1
• /
• pp.19-37
• /
• 2022

The purpose of this study was to find out what could be the cause of increasing the re-use intention for the continuous management of customers in terms of finding a strategic plan for the survival of Medium Sized Hospital To this end, a hypothesis for the direct effect verifying the structural relationship, a hypothesis for the mediating effect of attachment, and a hypothesis for the moderating effect on the hospital image were presented. The survey analysis results for customers who experienced the services of 5 Medium Sized Hospital in Gyeonggi-do were as follows. First, The results of analysis of the effect of Medium Sized Hospital customers' perceived value on reuse intention are as follows. all sub-factors of perceived value did not have a significant effect on reuse intention. This is significant in that it shows that the change occurred due to the involvement of attachment. Second, the results of examining the mediating effect of attachment in the relationship between the perceived value of small and medium hospital customers and their intention to reuse are as follows. Attachment to doctor's competency significantly mediated the relationship between quality value and reuse intention, emotional value and reuse intention, and social value and reuse intention. Significantly mediated the relationship between the provinces and the relationship between the price value and the intention to reuse. Third, hospital image significantly adjusted the relationship between quality value and medical technology competency. Based on the above results, it is necessary to establish a strategy of value perceived by customers as a strategy to increase the reuse intention of small and medium hospital customers. Therefore, the strategic goal setting of this value should be 'promoting attachment', and since the hospital image adjusts the perceived value and attachment of small and medium hospital customers, it is an image strategy that allows customers to appreciate their attachment to doctors and medical technology more highly. will have to establish.

• Sijohaknonchong
• /
• v.26
• /
• pp.25-54
• /
• 2007

This paper examines the literatherapy effects of Korea's oldest form of literature, Sijo, and its role in the future of literatherapy. Since literature is the expression of human emotions, and therapy is related to medicine, the two seem to have little in common, but they share the function of resolving conflicts. The effectiveness of literatherapy has only recently become a matter of discussion. However, literatherapy is greatly involved with the utility value of literature, and should be taken seriously. This research focused on the literatherapy function of the 16th-17th century Gangho-Sijo. Gangho-Sijo was created by literary men from the Sarim-school, who were removed from their posts in the government due to a massacre(Sawha) and rianly(Dangjaing), and spent most of their time away from politics. Their Sijo were mostly about life in retreat, and their mental state at that time. In relation to literatherapy, the mentality and attitudes of these scholars can be divided into three stages. The first is anxiety and depression, the second tranquility and harmony. and the third serenity. At the final stage, the scholars are liberated from worldly desires. Each of these phases hold the effect of literatherapy. The first stage can relate to 'theory of purgation', ISO-Prinsip, which is based on 'like cures like' which means to treat something with its own kind Fight fire with fire. The second step involves 'theory of purification', and by balancing his emotions, the scholar can achieve mental stability. In the final stage, literatherapy is acquired when the scholar expresses his emotions in a clarification(theory of clarification). At this phase, literatherapy finally has an effect, while the phase itself functions as literatherapy as well. The study of literatherapy is still at its early stages, thus has many limitations. However, literatherapy has bright prospects, and it is my hope that this report will be used as a reference for its further research.

• The Journal of Korean Academy of Sensory Integration
• /
• v.11 no.1
• /
• pp.11-27
• /
• 2013

Objective : This is a descriptive study using a program review collaborative group program by special educator and occupational therapist for supporting children's school tasks, and it is designed to explore how changed school performance skills and to analyze how applied intervention methods including sensory integrative approach. Methods : Participants were 6 male elementary students(5 = 1st grade, 1 = 2nd grade). Pilot program had reviewed and its results used as base for planning main program. Main program was implemented by collaborative process with teacher and occupational therapist for 1 year. School AMPS was used to assess school task participants, and informal motor and process skill observation was used to assess self-help activities. Description of records by professions about intervention strategies through assessments was described as qualitative way. Japanese sensory inventory was used by parents. Results : Through the collaborative process, assessing children, planning and modifying program, establishing intervention strategies were implemented. Self-help abilities in group program were increased much more independently. School task abilities were increased slightly but skills changed irregularly and unexpectedly and their reasons became considered more complex from sensory processing reasons to social and emotional reasons. Conclusion : Sensory integration had benefits for primary group program and more complex intervention strategies became to emerge demands for person- environment-task challenges. Collaborative practice with teacher and occupational therapist was supplement and synergic effect for children and group dynamics. More objective and comprehensive methods for measure collaboration and group effect would be needed in further study.

• The Journal of Korean Philosophical History
• /
• no.52
• /
• pp.9-35
• /
• 2017

This article is to study the life and philosophy of Jonjae Gidaeseung, who was at strife with his days and did not negotiate with himself, with focus on two concepts of buron(不穩, unrest) and 'sympathy'. It is the fact that to study the traditional philosopher is likely to be enlightening. In order to prevent the risk, we need to define first the concept of unrest as including anxiety to critical resistance. Also, I would like to propose the concept of sympathy in order to grasp the function of his mind which judges whether his feelings and actions are valid from an emotional horizon of unrest. Methodologically this article is to adopt a transversal and correlative thinking by combining an east Asian Confucian traditional concept unrest with a modern one space. It is because this research is to show a significant meaning when we study highlighted and hidden layers of our life and politics in 'now-here' and the 'between space' even though this transversal and correlative study shows the horizon of his life. This article is to investigate how a case is structured by occurrences and divergences and reinterpret a meaning from an emotional horizon. This process is done centering on two terms Guchatuan(pursuing ease ignobly), and Suwolbingho(moon reflected in the water and ice in a bottle), which is the source of Bingwoldang. The two terms were used by Jonjae himself. The latter shows an opposite meaning from the first and is accordingly a way by which we can look into his life and days. My research of Jonjae's life and politics from the emotional-philosophical level is original in that it reveals emotional traces beyond his philosophical ideas which previous studies did not show. In this article, I showed that Gobong was ambitious and resolute, and definite in his judgment and therefore was not good at controlling his uprightness. Also he was too straightforward to purify a language. His unrest characters made him conflict with old ministers and high ranking officials and therefore they avoided him even thought he was excellent in writing and learning and talented. He was oriented toward living by goodness and right Ways, which is summed up as Gisesa(vague movement, situational advantage, and death).

• Journal of the Daesoon Academy of Sciences
• /
• v.28
• /
• pp.103-131
• /
• 2017

As the establishment of self-identity is based on 'Relationships of Mutual Beneficence,' the formation of 'Relationships of Mutual Beneficence' is the only road to the security and confirmation of self-existence. But given that our ordinary life almost entirely consists of actions objectifying others, the formation of 'Relationships of Mutual Beneficence' is by no means easy. The formation of 'Relationships of Mutual Beneficence' should be based on morality, controlling self-desire, and not objectifying others. Philosophy based on a priori reasoning describes self-control over selfdesire as the domination of the body through a priori reasoning. But this practical philosophy cannot present a self-evidential internal motivation behind moral actions. Due to this, the application of moral order given by a priori reasoning in response to reality is likely to be reinterpreted on basis of self-interest. With regards to this, the 'propensity towards sympathy' is given as new moral norm. The 'propensity towards sympathy' as emotion is direct and consistent given that feeling occurs prior to thinking. The 'propensity towards sympathy' is intuitive in the sense that it is an instinctual response preceeding a reasoned judgment. The 'propensity towards sympathy,' as a natural moral emotion, is self-validating given that all human beings know it and practice it. But previous studies on the 'propensity towards sympathy' have an obvious limitation because they adopt phenomenological approaches to the 'propensity towards sympathy' which eschew the investigation of morality. Though they present the 'propensity towards sympathy' as a natural emotion based on body rather than reason, they do not philosophically explain the 'propensity towards sympathy.' Thus the 'propensity towards sympathy' as a natural moral emotion is likely to be interpreted as a subjective and relative moral norm. This paper philosophically explains that the 'propensity towards sympathy' is a universal moral norm on the basis of Merleau-Ponty's 'flesh.' 'Flesh' is formed as the entanglement between oneself and others and presents the 'propensity towards sympathy' as its philosophical basis. In other words, 'flesh' formed as the mixture or entanglement between oneself and others is the material foundation upon which one can activate the 'propensity towards sympathy.' This paper's approach to the 'propensity of sympathy' can be desribed as a phenomenological approach to the 'propensity towards sympathy' as a universal moral norm.