• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.313-323
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• 2016

Companies are investing in CSR activities as a way to fulfill their societal obligations. It is expected that companies' CSR activities would be an effective investment to enhance corporate image, leading to consumers' purchase behavior. However, sometimes, CSR activities have a null or negative effect on the evaluation of company. The purpose of this research is to find ways to solve these problems and it reviews some research concerning donation and introduce these research into CSR. Specifically, this study examines the effect of CSR beneficiary appeals on the attractiveness of corporate identity and the mediating role of the inferred motives of CSR. The results show that consumers evaluate the corporate identity less attractive which employ the self-benefit CSR appeal. In addition, the findings also suggest that the effect of the CSR beneficiary appeal on the attractiveness of corporate identity is mediated by the inferred motives. These results suggest some managerial implications concerning communication guidelines of CSR. Specifically, companies need to communicate sincere motives of CSR rather than business.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.57-66
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• 2023

Purpose: This study is a descriptive research study to identifying the factors affecting the continuity of educational service of pre-service teachers. Methods: The data collection period was from March 1 to 30, 2023. Self-efficacy, pro-sociality, work preference, and continuity of educational service were investigated for 90 pre-service teachers at two universities in G Metropolitan City. For the analysis of the collected data, IBM SPSS/Win 26.0 was used, and descriptive statistics, ANOVA, Pearson correlation, and multiple regression analysis were performed. RESULTS: As a result of the study, it was found that there was a difference in educational service continuity according to age and major (p<.05). As a result of examining the correlations among work preference, self-efficacy, pro-sociality, and educational service continuity, all four variables had positive correlations (p<.05). As a result of multiple regression analysis to find out which variables had an effect on the continuity of educational service, extrinsic motivation and pro-sociality showed significant results, and the explanatory power of the two variables to explain the continuity of educational service was 57.4%. Discussion: Based on the results of this study, it is thought that it is necessary to develop and apply various programs that can strengthen extrinsic motivation and pro-sociality in order to increase the continuity of educational service.

• Korean Journal of Child Studies
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• v.26 no.4
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• pp.85-100
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• 2005

The 299(162 female and 137 male) participants in this study listened to six stories designed to elicit prosocial or self-protective rules. The Aggression Scale is composed of verbal and physical aggression and expression of anger. The Quality of Peer Relationships scale has both positive and negative components. Results showed girls used more appropriate emotional regulation strategies for managing negative emotions and more prosocial motives than boys. In the regression analysis emotional display rules and gender positive strategies accounted for 6%, 9%, and 5% of the variance in verbal aggression, physical aggression and anger expression of anger. Children with prosocial motives for emotional regulation and many strategies showed lower levels of egocentricity and peer rejection.

• Knowledge Management Research
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• v.16 no.1
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• pp.225-242
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• 2015

Cyberbullying, i.e., posting malicious comments online, has been identified as a critical issue in the online and social media context. It has become prevalent on a global scale, which happens across all ages. As a way to reduce and prevent cyberbullying, it is important to promote online prosocial behavior. In line with the concept of online prosocial behavior, we suggest posting benevolent comments against posting malicious comments as a new type of online prosocial behavior, which can combat cyberbullying and facilitate positive online culture. This study thus aims to analyze what motivates people to post benevolent comments in the online context. Based on interview methods, we extracted seven driving factors (self-presentation, pleasure, social contribution, emotional support, reputation, monetary reward, and reciprocity) and two inhibiting factors (social anxiety and effort) of posting benevolent comments online. This study has its theoretical contribution in exploring the motivation factors leading to the posting of benevolent comments by extending the concept of online prosocial behavior. It also has its practical implications by providing guidance for promoting prosocial behavior in the online context.

• Management & Information Systems Review
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• v.30 no.4
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• pp.385-414
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• 2011

Fans' role and influence is becoming more extensive in these days' complex and competitive sports market. This research considers fans as internal members of sports team, employee and confirms active and voluntary fan citizenship behavior's effects on team, community, and social exchange among community residents, so that an enterprise can increase accessibility from many-sided perspectives when establishing sports marketing strategy in the future. The concept of fan citizenship behavior is set up considering characteristic of sports industry based on employee's organizational citizenship behavior discussed from the internal marketing and organization theory and preliminary studies about client citizenship behavior mentioned from service industry area. Although the sixteen research hypothesis are not fully supported. The results are summarized as follows. These findings give theoretical and marketing implication to future researcher and marketer. First, fan's positive aspect is confirmed which is different from general consumer by examining fan citizenship behavior's effect on teal value in the sports industry. Second, it was confirmed that the team needs marketing strategies about not only relationship between each individual fan, but also interaction between fans in the future. Third, it was confirmed that direct fan's behavior as well as individual fan's cognitive area have effects on team's and social value.

• Journal of Nutrition and Health
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• v.55 no.4
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• pp.492-505
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• 2022

Purpose: This study was undertaken to examine the perception of Korean consumers regarding soybean meat. Using the Dietary Identify Questionnaire (DIQ), the data obtained were analyzed to identify various factors related to a plant-based diet. Methods: A consumer survey was conducted from June 1^st to 30^th, 2021, targeting 260 Korean consumers over the age of 20 years. Subjects were asked to answer six questions related to the perception of soybean meat. Of the 52 items present in the DIQ, 33 items were verified and reconstructed. All data were analyzed using the SPSS statistics (ver.25). Results: The subjects were divided into two groups, 'passive consuming group' and 'active consuming group', based on their perception of soybean meat. Demographic analysis according to the perception of soybean meat showed significant differences in age, marital status, academic background, and family members. The DIQ was categorized into 7 types: prosocial motivation, out-group regard, centrality, public regard, personal motivation, strictness, and private regard. Comparing by perception about soybean meat, significant differences were obtained between both groups for 'prosocial motivation (p < 0.01)', 'centrality (p < 0.01)', 'private norm (p < 0.05)', and 'personal motivation (p < 0.001)'. The 'passive consuming group' showed relatively low scores in all 4 factors. Conclusion: In the future, the results of this study can be applied to define the meaning of vegan in Korea. We believe our results will provide basic marketing data for the plant-based meat market. This will help expand the soybean meat market for a sustainable life for consumers, which is based on various needs such as health and the environment.