• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.210-222
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• 2023

This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.

• Korean Journal of Culture and Social Issue
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• v.17 no.3
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• pp.287-304
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• 2011

The Purpose of this study is to understand phases and paradigms related to voluntary services offered by undergraduates and the processes in which voluntary services are implemented. For this, interviews for 23(men: 10, women: 13) undergraduates were conducted from Aug., 2008 to Apr., 2009 were conducted and the data collected from those interviews were analyzed on the basis of the Grounded Theory. Main analysis procedure is known as codings(open coding, axial coding, selective coding). This analyses produced 119 concepts, 41 subcategories, and 16 categories in open coding. Then, axial coding was conducted to organize the basic framework of generic relationships among psychological motivation, social context, personal perception, practical action, psychological response, and psychological consequence. Core essence is "Volunteer types are categorized simple practice type, self-serving type, and community type." Finally, undergraduate volunteers were explained in 3 types(simple practice, self-serving, and community) on the basis of paradigms. These results were discussed in terms of further research and limitation.