• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.748-760
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• 2016

This study investigated the relationship of brand equity of restaurant LOHAS image with altruistic value, LOHAS involvement and additional willingness to pay (WTP). The data collected for this study was taken from a sample of 544 persons during the period of August 1, 2013 to August 31, 2013. The study findings are as follows. First, brand equity and brand association of restaurant LOHAS image had a positive effect on altruistic value, but had no positive effect on brand loyalty and perceived product quality. Second, brand awareness, brand loyalty and brand association of restaurant LOHAS image had a positive effect on LOHAS involvement, but had no significant positive effect on perceived quality. Third, altruistic value was found to have a positive effect on LOHAS involvement. Fourth, altruistic value had a positive effect on additional WTP. Fifth, LOHAS involvement was found to have a significant positive influence on additional WTP. The findings of this study indicate that communication strategies are warranted to emerge environmental friendliness and health targeting population groups that pursue the LOHAS value of restaurants or have a high propensity toward altruism.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.652-665
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• 2021

The purpose of this study was to verify relative effects of emotion and empathy on altruistic behavior. A survey including psychological well-being, depression, empathic concern, and perspective taking was conducted on 329 undergraduates. Results revealed that altruism was positively correlated with psychological well-being, empathy concern, and perspective taking but negatively correlated with depression. Test for relative effects of positive and negative emotional states on altruism revealed that psychological well-being, but not depression, significantly predicted altruism. Test for relative effects of emotional and cognitive empathy factors on altruism showed that empathic concern, but not perspective taking, significantly predicted altruism. Test for relative effects of all four factors on altruism revealed that the empathic concern was the strongest factor affecting altruism, followed by psychological well-being, while the remaining two factors did not have an effect on altruism. Implications and limitations of this study are also discussed in this study.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.162-180
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• 2019

This study examined the effects of value-in-behavior toward pro-social consumption behavior on consumers' pro-social practices and the moderating effects of consumer's social capital based on trust and reciprocity that enhances collective actions to seek socially common values. The result showed that the value-in-behavior toward pro-social consumption was positive in general, and altruistic value was the highest, followed by emotional value, social value, and functional value. The pro-social behaviors of age groups were significantly different. In all pro-social behaviors, the older group was more active, except for the rejection of the unfair business. The result also showed that the functional value and emotional value have significant effects on consumer's pro-social practices. The interaction effects between trust and emotional value and between reciprocity and functional value were significant. Based on these results, the theoretical and practical implications for facilitating the transition to the direction of consumer's role in making positive social impacts.

• Journal of Agricultural Extension & Community Development
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• v.12 no.1
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• pp.83-95
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• 2005

The objectives of this study were: a) to determine the motive types of residents' participation in environmental NGO action program, b) to identify factors related to their motive in the activities, and c) to provide strategic implications to satisfy their motive. For the purpose, the researchers reviewed related literatures on motivation studies and various theories related to residents' participation. Based on the findings of this study, the following suggestions could be offered for the environmental NGO program activities : 1) Environmental NGOs should offor motive-friendly programs which may help the residents' participation in the NGO activities. 2) Environmental NGOs should provide diverse activity programs to facilitate participation and to gratify their motive. 3) To satisfy the motive of participation, environmental action programs should be organized and conducted through a careful considerations of the motive type of the peoples' participation, the characteristics of residents, and so on.

• Journal of Korean Society of Transportation
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• v.26 no.6
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• pp.143-154
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• 2008

This paper considers option and non-use values of rail services. The total economic value of a given transport service can be classified into use, option and non-use values, other grouping rules can be applied though. The use value is the consumer's surplus from the actual rides of a specific mode. The option value, on the other hand, can be defined as a traveler's willingness to pay for reserving a travel mode, which is not his or her main choice, as a standby alternative. Finally, the non-use value represents benefits that are not attributable to the actual use or option use, but to the vicarious, altruistic, functional and existing worth of a transport service. A stated preference survey based on a double-bounded dichotomous choice is conducted. A survival model is applied to the data collected. Calculations of trip makers' willingness to pay for option and non-use values are based on the parameters of the estimated survival model. Some suggestions for transport appraisal are also presented.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.25 no.1
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• pp.217-237
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• 2014

The research analyzes the factors that influence the job satisfaction of library volunteers for the disabled. Based on comparable literature review, this research extracts comprehensive factors that affect job satisfaction. The research found that job satisfaction depended on marital status, age, education and the channel that a volunteer went through to participate in assisting the disabled. Self-motivation also influenced the job satisfaction, but altruistic motivation did not. For environmental factors, compensation, prior experience, and roles did not influence the job satisfaction. For the factors related to the awareness of the value of volunteering, overall expectation and fitness of tasks were found to be passive with job satisfaction.

• Journal of The Korean Association For Science Education
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• v.38 no.2
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• pp.123-133
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• 2018

The purpose of this study is to investigate pre-service science teachers' motivation factor and satisfaction of teaching choice in Korea. For this purpose, we surveyed 815 pre-service science teachers in 11 universities in Korea. The questionnaire used in this study was the FIT-Choice scale (Factors Influencing Teaching-Choice) developed by Richardson and Watt (2006). The most significant factor in choosing teaching science as a profession was 'intrinsic value,' followed by 'social utility value,' but lower than the average of other countries in the previous research results. The confidence in teaching professions was low because the percentage of respondents about 'ability' was low and 'task demand' was high. Satisfaction with teaching choice was 5.36, and it is lower than the average of responses in Australia and USA. As for the differences according to gender, male pre-service teachers responded that they chose teaching because they have the proper ability to teach, while female pre-service teachers perceived that the influence of others was greater. Also, female pre-service teachers felt the burden of job such as hard work and emotional demands more than men. Finally, the motivation which showed the highest correlation with the satisfaction of choosing to teach was the intrinsic value. Therefore, finding ways to increase the intrinsic/social utility motivation for pre-service science teachers and differentiated approach considering gender differences are needed.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.131-140
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• 2013

Assuming that roles of traditional mass media are also shown in Twitter services, the study aims at exploring Twitter users' motives and rationales in re-tweet behavior. Based on the laddering interview method, the study gathers data on (1) message attributes (what kinds of messages do you re-tweet?); (2) consequences (what kinds of consequences are you expecting when you re-tweet?); and (3) values (what are the ultimate values in your re-tweet behavior?). The most repetitive value occurring in participants' retweet was feeling "sympathy" and "sharing" rationales. For such rationales, participants oftentimes utilize messages with "agenda" and "information" that are relative to themselves. Messages with "helping" to help others also frequently showed up in their retweet rationales. Known as liberalists' rationales, "communal consciousness", and "calling for others' action" are also shown, but not as frequent as "feeling sympathy and sharing. A total of 48 items from the analyses were used in a subsequent study as variables to identify factors (dimensions) of retweet motivation.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.21-32
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• 2021

This study focuses on the individual characteristics of consumers and creating shared value in relation to recent increasing value consumption. Specifically, it was intended to verify what socio-psychological variables of consumers affect value congruency and product purchase intentions in relation to cosmetics products based on creating shared value activities. In order to verify hypothesis, an online survey was conducted, and the main and mediate effects of the variables were verified through SPSS' Process Macro method. As a result of empirical analysis, the higher the ethical identity, altruism, and consumer effectiveness, the higher the value congruency. Altruism and consumer effectiveness had a positive impact on purchase intentions. We also find that value congruency has a significant mediating effect on the effect of socio-psychological variables on purchase intention. The results of this study provide practical values and implications for companies' need to emphasize consumers' consumption behavior as it can have a significant positive impact on society. It also suggests the importance of finding out what values consumers seek. In other words, this study can provide strategic implications for public relations plans when performing marketing activities by utilizing the values pursued by CSV in companies. Future research will provide strategic implications for promotional measures when marketing is carried out if the consumer's segment is further refined to verify the effectiveness of creating shared value.

• 한국노년학
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• v.37 no.1
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• pp.221-236
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• 2017

The purpose of this study was to examine the effects of altruism and the civil right consciousness on the ageism against older people. Using data of 1,513 persons over 18 years old from the Korean General Social Survey(KGSS)(2011), this study applied descriptive analyses, t-test, ANOVA, correlation analysis and multi-regression with STATA14. According to results, the degree of ageism was slightly lower(2.43 out of 5). Compared to age groups, the results were followed: elderly, middle age, and young age group. Among them, the ageism level of the group to have experiences of discrimination was higher than one of the group not to have it. The degree of altruism was high(3.95 out of 5), followed by elderly, middle age, and young age group. The group experienced in discrimination had higher level of altruism than another. The degree of the civil right consciousness was high(5.83 out of 7) without differences among age groups. In the results of regression analysis, the ageism was negatively affected by altruism and the civil right consciousness. Based on the results, this study suggested practical and political opinions for reducing ageism.