• Title/Summary/Keyword: 자아지각

Search Result 296, Processing Time 0.028 seconds

The Moderating Effect of Self-efficacy on the Relationship between Regulatory Focus and Service Attachment in Live-commerce (라이브커머스에서 소비자의 조절초점성향과 서비스애착 관계에 미치는 자아효능감의 조절효과에 관한 연구)

  • Sung, Jung-yeon
    • Journal of Venture Innovation
    • /
    • v.6 no.4
    • /
    • pp.83-97
    • /
    • 2023

  • The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

  • https://doi.org/10.22788/6.4.5 인용

A Study on Critical Failure Factors of a Mega-Event by the Host Community's Lifestyle - Centered on Changwon F3 Car Racing - (지역주민의 라이프스타일에 따른 메가 이벤트 도입저해 요인에 대한 연구 - 창원 F3 자동차 경주를 중심으로 -)

  • Cho, Sang-Hee;Oh, Chang-Gyu
    • Journal of Global Scholars of Marketing Science
    • /
    • v.15 no.2
    • /
    • pp.123-140
    • /
    • 2005

  • Recently, one of the issues that are significantly considered is to keep Changwon F3 car racing. In most existing studies, however, there is shortage of opinions for understanding the reactions of the host community. The question addressed in this paper is what are the underlying factors that affect which inhibitors are likely to be discussed by the host community for car racing. Survey collected from 299 participants in Changwon city were analyzed to test their reactions. Through the empirical study, several research findings emerged. The results indicate that (1) the event seeker, the drive seeker, and the hard internal seeker were significant discriminant factors to separate inhibitors from the host community, (2) the significant differences between the recognition of demographic characteristics and that of negative effects, (3) the significant level between cluster groups(overcontrolled, resilient, undercontrolled) and negative effects is found. The findings also provide implications for practice on several fronts, which is to understand the reaction of the host community to F3 car racing, and for the event planner to reduce complaints.

  • PDF