• 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.

• Management & Information Systems Review
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• v.34 no.5
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• pp.191-212
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• 2015

Unlike the existing researches related to salespersons, this study intends to place the focus on salespersons' psychological characteristic as an element affecting their selling behavior. This is because employees' psychological characteristic is very likely to affect their devotion and commitment to relationship with customers and long-term production by a company. In particular, salespersons are likely to get a feeling of fatigue or loss, or make a cynical or cold response to customers because of frequent interaction with them, and to show emotional indifference in an attempt to keep their distance from customers. But the likelihood can vary depending on salespersons' own psychological characteristic; in particular, the occurrence of these phenomena is very likely to vary significantly depending on relationship belief in interpersonal relations. In the field of psychology, under way are researches related to personal psychological characteristics to improve the quality of interpersonal relations and to maximize personal performance and enhance situational adaptability during this process; it is a personal relationship belief that is recently mentioned as such a psychological characteristic. For salespersons having frequent interaction with customers, particularly, relationship belief can be a very important element in forming relations with customers. So this study aims at determining how salespersons' relationship belief affects negative emotion regulation strategies and prosocial behavior to customer. As a result, salespersons' relationship belief was found to have effects on their negative emotion regulation strategies and prosocial behavior to customer. Negative emotion regulation strategies was found to have effects on prosocial behavior. Salespersons with intimate relationship belief try to use active regulation, support-seeking regulation and salespersons with controlling relationship belief try to use avoidant/distractive regulation. Intimate relationship belief was found to have more prosocial behavior, controlling relationship belief was found to have less prosocial behavior to customer. salespersons' negative emotion regulation strategies was found to have effects on their prosocial behavior to customer. Active, support-seeking influence prosocial behavior to customer positively, avoidant/distractive regulation influence prosocial behavior to customer negatively.

• Management & Information Systems Review
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• v.33 no.4
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• pp.119-135
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• 2014

This study examines influences of personality and grateful disposition on psychological well-being in service encounter. The results follower like these. First, extroversion, conscientiousness, and grateful disposition have positive effects on psychological well-being, and neuroticism has a negative effect. Second, psychological well-being has a positive effect on prosocial behavior. Lastly, we compared the effects personality and grateful disposition on psychological well-being, and neuroticism has the most effects on psychological well-being and followed by grateful disposition and extroversion. It means grateful disposition can enhances psychological well-being as such personality.

• Korean Journal of Culture and Social Issue
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• v.11 no.1
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• pp.43-57
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• 2005

Data were collected from 310 6th, 7th, and 8th grade students and parents by questionnaires and analyzed by t-test and multiple regression analysis. The higher parents attachment and parents monitoring, the higher prosocial behavior towards parents and siblings, the higher perspective-taking, the higher prosocial behavior towards parents, and the higher socioeconomic status, the higher prosocial behavior towards siblings. More prosocial behavior toward parents was reported by girls than by boys. Prosocial behavior toward siblings did not show a gender difference. In the total group, high parent attachment and perspective-taking predicted prosocial behavior towards parents; high parent attachment and socioeconomic status predicted prosocial behavior towards siblings. In the boy group, high parent attachment and perspective-taking predicted prosocial behavior towards parents; high socioeconomic status predicted prosocial behavior towards siblings. In the girl group, high parent attachment predicted prosocial behavior towards parents and high parent attachment and socioeconomic status predicted prosocial behavior towards siblings. Discussion focused on the relative importance of parents attachment, perspective-taking, and socioeconomic status in predicting early adolescents' prosocial behavior.

• The Journal of Society for e-Business Studies
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• v.19 no.4
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• pp.205-229
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• 2014

Examination of the various impact factors on adoption sustainable IT can influence on the potential for creating sustainable businesses in today's society. However, the societal factor out of environmental factors, which stimulates customer intention to use sustainable IT, has seldom been investigated. In this paper, we examine the adoption of sustainable web technology from the pro-social behavior perspective. The concept of sustainable IT is theoretically examined based on social exchange theory. An empirical investigation is conducted into customer intention to use new sustainable IT. The results indicate that customers care about the social responsibility and usefulness of the sustainable IT-based services they choose. In this study, the social features of web technology and their influences on adoption are verified empirically for the first time. In addition, pro-sociality is identified as necessary to a perception of the socially responsible features of information technology. Furthermore, pro-social adoption behavior in the beginning stages of sustainable IT use is elucidated.

• Journal of Digital Convergence
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• v.17 no.7
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• pp.99-108
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• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• Management & Information Systems Review
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• v.38 no.3
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• pp.21-34
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• 2019

It is a very important task for managers to motivate employees who work at service encounters where interaction with customers is important. The purpose of this study is to propose the trust of supervisor and supervisor's expressions as factors that can enhance or strengthen employees' prosocial behavior. Hierarchical regression analysis was used for this purpose. The results and implications are as follows. First, trust toward supervisors appeared to be a factor to improve employees'engagement. Second, job engagement has a positive effect on prosocial behavior of employees, that is, customer oriented behavior and organizational citizenship behavior. Finally, this work confirmed the moderating effect of the supervisor's gratitude expressions in the relationship between trust toward supervisor and job engagement. Research on gratitude in the marketing field is still in its infancy, and previous researches are focused on business and consumer relations. Expressing gratitude can be a natural tendency. This study suggests that gratitude expression should be introduced as part of organizational culture.

• Science of Emotion and Sensibility
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• v.18 no.3
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• pp.107-114
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• 2015

In today's society, the experience of social exclusion caused by being rejected or ignored, leads to negative social consequences, such as aggressive behavior, self-defeating thoughts, and diminished intelligence. This study is performed to examine 1) how two types of social exclusion, rejection and ignorance, affect conspicuous consumption and prosocial behavior and 2) how embodied cognition formed with a firmed muscle moderates their causal relationships. For this purpose, half of the participants in ignorance and rejection conditions were asked to grip their hands to form a firmed muscle (firmed muscle group) while the other half (control group) were not. After the manipulation of embodied cognition, their conspicuous consumption and intention of prosocial behavior were measured. Results show that, in ignorance condition, the firmed muscle group exhibited lower conspicuous consumption and higher intention of prosocial behavior than the control group while, in rejection condition, there were no differences in conspicuous consumption and intention of social behavior between firmed muscle and control groups. Findings indicate that, in the case of social exclusion caused by ignorance, firmed muscle improves self-efficacy, which may increase prosocial behavior.

• 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.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.111-118
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• 2021

As increasing interests in charitable giving, there is also a growing need to examine the factors which influences on consumer's giving behavior. Whereas past research focused mainly on one-time donation, this study examined how gender affects giving behaviors related to social connection with a donee. In Study 1, we found that compared to men, women showed more favorable attitudes toward the relationship based giving. Results from Study 2 revealed that, compared to male-primed women, female-primed women reported more positive giving intention. They are also more interested in interaction with donee. The current research demonstrates that gender differences leads to different responses towards the relationship based giving. Implications of this research for charity solicitation methods are discussed.