• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.495-505
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• 2022

The purpose of this study was to examine the influence of altruism and social trust on giving behavior for COVID-19 among citizens and the differences by gender and age. To this end, this study conducted analyses with a sample of 2,006 regular citizens from the Giving Korea 2020 survey constructed by the Beautiful Foundation. The main analysed results are as follows. First, citizens' altruism and social trust significantly positively influenced giving behavior for COVID-19. Specifically, when altruism increased by one level, the likelihood of giving participation increased about 3.00 times and the likelihood of giving intention increased about 3.60 times. Second, the influences of citizens' altruism and social trust on giving behavior for COVID-19 were moderated by gender and age. Whereas the influence of altruism on giving participation was more pronounced for women, the influence of altruism on giving intention was more pronounced for young citizens. Also, the influence of social trust on giving intention was more pronounced for young citizens. Based on the results, this study discussed strategies for citizens' giving behavior to overcome a disaster like COVID-19.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.332-343
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• 2017

This study examined the impact of interaction between dispositional empathic concern (DEC) and message framing on effects of the international aid campaign. DEC refers to a trait with which people tend to sympathize with and be concerned about others in need. Message framing is differentiated by positive or negative type. The results supported the prediction that the interaction between DEC and framing would have an effect on responses to messages advocating international relief activities. The overall findings show that the interaction was mainly the result of positive framing eliciting more favorable responses (behavioral intention and perceived relationship closeness) from higher DEC individuals than lower ones. The interaction effect on behavioral interaction was mediated by perceived relationship closeness.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.1
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• pp.1-15
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• 2019

The purpose of this study is to analyze the relationship between entrepreneurship and entrepreneurial intention. This relationship has been conceptually addressed in many previous studies and has been empirically tested. However, this study is different from the previous studies in the following four points. First, we measured entrepreneurial intention by manipulating launching a start-up as a relative concept for employment, which is consistent with the conceptual definition of entrepreneurial intention (i.e. entrepreneurial decision making in the process of career choice). Second, it is distinguished from previous researches in that it uses the question of preference for "action" with regard to job choice. Third, we expanded the opportunity for discussion using the youth panel data of the Korea Employment Information Service. Fourth, the altruistic purpose is included in the category of entrepreneurship. Empirical results showed that intentions of entrepreneurship were stronger when the need for achievement was intense, internal control tendency was intended, risk-taking propensity was sturdy, and autonomous tendency was high. However, innovation and aggressiveness are not statistically related to entrepreneurial intention. On the other hand, the altruistic tendency was found to have a negative correlation with entrepreneurial intention. The results of this study can provide meaningful implications for both private sector investors and government policy makers.

• Journal of Integrative Natural Science
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• v.1 no.1
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• pp.5-13
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• 2008

본 논문은 국지적 상호작용 하에서 행위자들간에 특성의 차이에 근거한 구별짓기가 협조적 행위의 진화에 미치는 영향을 분석한다. 이 논문에서는 이러한 구별짓기의 성향이 왜, 그리고 어떤 메커니즘을 통해서 진화해나가는지를 보이고자 시도할 것이다. 아울러 구별짓기 성향과 함께 내부인과 외부인을 향한 행동을 다르게 함으로써 어떻게 내부인에 대한 이타적 협조행동을 발생시키는지, 더 나아가 구별짓기의 근거가 되는 행위자들의 여러 특성들(생물학적 혹은 문화적)은 어떻게 변화해 나가고 이들 특성의 변화가 구별짓기와 협조적 행동에 어떤 효과를 가져오는지를 살펴보고자 한다. 더 나아가 본 논문에서는 구별짓기가 협조적 행위의 진화에 영향을 미치는 과정을 장/단기로 구분함으로써 구별짓기의 효과를 보다 명확히 규명하고자 한다.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.25-34
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• 2014

The current study investigates the impacts of empathic concern, as a personal trait, and rational/emotional appeal on responses over the campaigns to help the disabled. Empathic concern is an emotional personality known as strongly activating altruistic motivations. The experiment proceeded at two stages that in the first stage, the personal disposition was measured and in the second stage, the condition of appeal type was presented. Thus, the whole experimental design was empathic concern(2) ${\times}$ appeal type(2) on attitudes and behavioral intention. Individuals high in empathic concern showed higher ratings, compared to people low, on attitudes and behavioral intention in the condition of rational appeal. The difference between high and low empathic concern in the condition of emotional appeal was small.

• Journal of Families and Better Life
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• v.13 no.2
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• pp.22-34
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• 1995

본 연구의 목적은 이론적 고찰을 토대로 환경문제와 직결된 소비자들의 가사용 내 구재처분행동유형과 이에 영향을 미치는 제변수들과의 관계를 실증분석을 통해 파악하고자 함이다 연구대상은 분당.일산지역에 거주하는 주부600명이며 최종분석에 사용된 자료수는 512부이다 연구결과 재활용 처분행동중 이타적 처분행동이 많은 비율로나타났으며 가구류가 전자제품류부다 폐기율이 높은 것으로 나타났다 그리고 처분-행동유형은 인구통계적 변수 와 환경문제에 관한 의식과 의미있는 관련이 있음을 보였으며 개인적 가치성향중에는 익사 회적 성향이 재활용 처분행동과 가장 깊은 관련이 있는 것으로 나타났다

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.426-438
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• 2022

The current study explored the relative effects of reciprocal/empathic type on messages appealing to help patients with Lou Gehrig's disease and their family. By this, we attempted to examine the applicable scope of the reciprocal type, a way of appealing rationally in the delivery of helping messages. The focus was on the moderation of empathic concern trait, a representative altruistic personality. Conducted as the online experiment, empathic concern trait was measured in the first stage, and the helping messages presented each by reciprocal/empathic type were shown and evaluated in the second stage after about 7 days. The data of 134 people were finally analyzed, excluding insincere participants. As a result, the relative advantage of empathic type was shown, but it was only limited to the subject attitude. In the result of the interaction, the reciprocal type were as much or more influential as the empathic type for the individuals high in empathic concern trait.

• 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.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.481-491
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• 2018

The purpose of this study is to investigate the nature of the cultural competence of the staff in Saeil Center, which supports the self-reliance of immigrant women by marriage, and to find ways to improve their cultural competence. The assumption is that the higher cultural competence of the staff enhances the quality of their job training for immigrant women by marriage. I conducted the study from June to September, 2017, and in-depth interviewed the staffs from seven Saeil Centers across the country, who had been involved in the job training for immigrant women by marriage for at least three years. The interview data elicited 60 meaningful statements, 27 themes, and 11 thematic units, and I discussed, based on the findings, 1) the low level of contemplation of the staffs on the issues related to immigrant women 2) their limitations of friendly communication and altruistic stance 3) their own conscience of main stream and 4) insufficient cultural competence of the staffs as well as in terms of the organizational operation. Finally, I suggested the necessity of educational programs, and also emphasized the importance of developing multiculturalism in the centers.