• (The) Korean Journal of Advertising
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• v.25 no.1
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• pp.179-201
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• 2014

This study explored mutual perceptions among clients, agencies, and consumers on the evaluation of ad creativity applying the co-orientation model. In order to investigate agreement, congruence, accuracy among three groups, they exposed to real commercials as stimuli and evaluated ad creativity of them in terms of four dimensions, such as originality, appropriateness, clarity, and relevance. Results indicated that agreement between agencies and consumers is relatively high, whereas one between clients and agencies is relatively low. Also, clients show relatively higher level of congruence, but agencies have relatively lower level of one. Accuracy between agencies' evaluation of ad creativity and clients' perception of agencies' view on ad creativity, and between consumers' evaluation of ad creativity and clients' perception of consumers' view on ad creativity would be relatively high. On the other hand, accuracy between clients' evaluation of ad creativity and agencies' perception of clients' view on ad creativity would be relatively low. Results showed that there is a need clients and agencies to consider on consumers' viewpoints on ad creativity.

• Korea Trade Review
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• v.48 no.3
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• pp.151-176
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• 2023

This paper critically examines the role performance of local distributors within the Stimulus-Organism-Response (SOR) model, while also considering the moderating influence of market competition on the organism (O) and response (R) elements. Adopting a holistic approach, the SOR model provides a comprehensive framework for analyzing how external stimuli, including distributive, procedural, and interaction unfairness, interact with internal psychological processes, such as perceived unfairness, to shape the long-term orientation of importing agents. Moreover, this study acknowledges the pivotal role of market competition in the operational context of local distributors. It posits that competitive market dynamics play a crucial role in intensifying the relationship between behavioral factors and the long-term orientation of distributors, thereby revealing contingent effects within the SOR model. Through the exploration of these dynamics, this study contributes to a comprehensive understanding of the interplay among external stimuli, internal psychological processes, and market competition within the SOR framework, advancing our knowledge in this field.

• The Journal of the Convergence on Culture Technology
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• v.5 no.3
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• pp.93-100
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• 2019

This study has implications for expanding and applying the concept of reputation to a national level. Especially, the purpose of this study is to measure Korean country reputation, and we find out how foreigners perceive Korean country reputation using co-orientation model. According to the study, respondents were positively aware of the 'cultural entertainment' and 'openness of other cultural' factors and 'global citizenship' factors among the components of the county reputation for Korea. In addition, although the differences in national reputation among respondents' gender were not statistically significant, they showed statistical differences in some national reputation components by age group. Finally, the respondents looked at the statistical difference between Korean evaluation and Korean perception of the foreigners's view for Korean country reputation.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.332-346
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• 2014

The study supports not only the implicative results and strategic implication to social media staff and managers, but also extended the marketing studies in Korean financial institutions. This paper examined the effect of market orientation on social media marketing performance in the Korean financial institituions. Narver and Slater's market orientation theory was employed for the structural equation model framework. Indirect and direct implication on the social media marketing performance were analyzed. This study conducted online survey social media marketing staff and managers in 230 Korean financial institutions such as banks, securities, asset management, credit card, insurance companies. 102 responses were collected and analyzed. The results revealed that financial institutions' customer orientation, competitor orientation and inter-functional coordination have a positive impact on marketing communications execution degree but not direct effect on social media marketing performance except competitor orientation. Although it does not appear to have a statistically significant association between market orientation two concepts such as customer orientation and inter-functional coordination, and social media marketing performance directly, the competitive orientation has statistically positive impact.

• Journal of Digital Convergence
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• v.19 no.2
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• pp.83-92
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• 2021

Recently many organizations have adopted 'untact' work due to social distancing caused by Coronavirus-19. To clarify some controversy about the effectiveness from 'untact' work, it is necessary to examine the cognition of organizational members. This study identified issues in 'untact' work from the literature review, analyzed the content of in-depth interviews with workers and managers experiencing 'untact' work, and compared both groups' cognition by applying the co-orientation model. Both groups pointed out the communication difficulty as the top disadvantage and showed no significant differences in job satisfaction, organizational commitment, and work-life balance. However, the two groups showed significant differences in their cognition about performance evaluation (agreement and workers' congruence) and productivity enhancement (workers' accuracy). This paper has an academic contribution in that it has focused on cognitive gaps between workers and managers, urges organizations to devise ways to reduce the gaps, and suggests future studies with quantitative approaches.

• Journal of Korean society of Dental Hygiene
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• v.23 no.4
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• pp.287-293
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• 2023

Objectives: In this study, dental hygienists' perceptions of dental hygienists' communication and general public's mutual perceptions were compared to seek development directions and plans for improving dental hygienists' communication skills, and furthermore, communication to increase satisfaction between the general public and dental hygienists. This study was conducted to provide basic data on the development and direction of competency improvement education. Methods: From April 1 to April 31, 2023, a survey was conducted through an online link for the general public with dental treatment experience and dental hygienists currently working at dentists in Gwangju and Jeonnam. A total of 258 questionnaires were collected. Independence t-test and paired t-test were performed using SPSS Statistics (ver. 21.0; IBM Corp., Armonk, NY, USA) Results: As a result of analyzing the accuracy of the communication ability of dental hygienists, from the dental hygienist's point of view, general publics perceived that the dental hygienist's underestimation of their own communication ability was actually lower than the dental hygienist's underestimated communication ability. From the general public's point of view, dental hygienists overestimated their communication ability. In fact, dental hygienists perceived their general publics as higher than general public's overestimated communication ability. Conclusions: Based on these results, it is necessary to develop education and operate various educational programs to improve the communication skills of dental hygienists, and to rethink educational accessibility to increase participation in education and to publicize the professionalism of dental hygienists.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.17 no.3
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• pp.32-45
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• 2018

This study aims to compare the mutual perception gap on dangerous driving behavior between male and female drivers in multiple aspects, analyze them, and identify factors that trigger this different perception. To understand the mutual perception gap on dangerous driving behavior, DBQ(Driving Behavior Questionnaire) was applied as a rating scale. By applying results into the Co-oreintation model, this study compared the mutual perception gap between male drivers and female drivers and analyze results. In addition, factors that generate the perception gap between both genders were drawn by analyzing factors. This study suggested that objective consistency identified the perception gap that driving behaviors of others were more dangerous between two genders. In addition, subjective consistency was different as both genders assumed that the counterpart's driving behavior takes more risks than their own actual driving behaviors. In regard to the accuracy, men were aware that female driving behaviors are more dangerous than their behaviors. However, female driving behavior assumed by women was consistent with male perception in all factors, which indicated that women perceive men precisely. In addition, results were compared and analyzed in both perspectives of male drivers and female drivers by combining predictive models. Based on these results, both genders perceived that counterpart's driving behavior is more dangerous among both genders.

• Journal of Information Technology Services
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• v.22 no.4
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• pp.159-169
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• 2023

The digital industry area based on digital technology is specialized and rapidly changing. This kind of change lead to a gap of understanding arises between the digital industry and the public. The digital industry is a trend that cannot be reversed, thus efforts to reduce the gap in understanding are necessary for positive social development in the future. This study aimed to find clues to reduce the gap in understanding by measuring the difference in perception between the public and the digital industry. To measure the difference in perception, this study applied the mutual orientation model proposed by McLeod and Chaffee(1973), As a result of the study, both groups agreed that the digital industry would make a positive contribution to the Korean economy in the future. However, it was confirmed that there was a possibility of mutual misunderstanding due to different views on the digital industry.

• Journal of Technology Innovation
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• v.24 no.1
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• pp.49-84
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• 2016

The importance of technological innovation orientation, which denotes the firm's general direction of thought toward steadily pursuing and promoting technological innovation in the long run for its viability and competitiveness, is on the rise. Although the technological innovation orientation has conceptually and practically important implications for securing the firm's sustainable competitive advantage, to date there has been limited research systematically analyzing the role of the technological innovation orientation for the firm's successful technological innovation and performance. Recognizing such deficiency in previous research regarding technological innovation orientation, this study selected internal and external critical factors which might affect the technological innovation orientation, and proposed and empirically examined a research model and hypotheses demonstrating the contingency relationships among the antecedent factors, technological innovation orientation and technological innovation performance. In the proposed research model, the selected antecedents of technological innovation orientation included two internal factors of CEO's technical-function experience and cross-functional integration and two external factors of environmental uncertainty and intensity of competition, and eventually it was suggested that these antecedent factors affected the firm's technological innovation performance via the technological innovation orientation. In addition, the research model suggested that the two environmental factors of environmental uncertainty and intensity of competition had a positive moderation effect on the relationship between technological innovation orientation and technological innovation performance. Analysis of data on sample of 86 Korean IT SMEs showed that CEO's technical-function experience, cross-functional integration and environmental uncertainty had a positive impact on the firm's technological innovation orientation and that the technological innovation orientation positively influenced the firm's technological innovation performance. The results also revealed that environmental uncertainty positively moderated the relationship between the firm's technological innovation orientation and technological innovation performance. The theoretical and practical implications for the results of this study were discussed.

• Journal of Korean society of Dental Hygiene
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• v.20 no.1
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• pp.107-116
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• 2020

Objectives: This study applied the co-orientation model to investigate the degree to which dental hygienists and dentists recognize the efficiency of dental hygienists' non-surgical periodontal therapy work; the basic data can be provided as a systematic arrangement that can be applied and extended to dental clinics to raise mutual understanding. Methods: Independent sample t-tests, one-way ANOVA, and paired t-tests were conducted with a total of 888 subjects (530 dental hygienists and 358 dentists) using SPSS Statistics 22.0. Results: The analysis showed that, dental hygienists had higher recognition of the efficiency of their work (p<0.001) than dentists, with respect to all items(p>0.05). With respect to subjective agreement, dental hygienists estimated lower recognition among dentists than other dental hygienists and dentists estimated higher recognition among dentists than dental hygienists. With respect to accuracy, dentists' estimation was lower than the actual recognition among dental hygienists and dental hygienists' estimation was higher than the actual recognition among dentists in all cases except the efficiency of dental hygienists' patient education work and constant learning. Conclusions: There was wide gap between dental hygienists and dentists in recognition of the efficiency of dental hygienists' non-surgical periodontal therapy work. Actions must be taken to raise mutual understanding between dental hygienists and dentists regarding dental hygienists' non-surgical periodontal therapy work, to spread this recognition throughout the dental industry, and to implement systematic support at dental clinics.