• 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.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.268-276
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• 2021

The purpose of this study was to investigate the effect of the value perception of ecotourism on the behavioral intention and satisfaction of university students. The results of the study are as follows. First, it was found that all ecotourism value recognition factors, such as cognitive value, emotional value, and functional value, had a positive(+) effect on satisfaction. Second, it was found that all ecotourism recognition factors, such as cognitive value, emotional value, and functional value, had a positive(+) effect on behavioral intention. These results show that the higher the awareness of ecotourism is, the higher the satisfaction and behavioral intentions of ecotourism are, but the functional value made up of services, quality, and programs has relatively less influence than other factors. Therefore, various marketing strategies and educational programs such as the development of accessible weekend products and development of sustainable light-emitting products that can respond to each ecotourism value recognition factor that affects the ecotourism product satisfaction and behavior intention should be developed.

• Journal of Korean Home Economics Education Association
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• v.27 no.1
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• pp.67-83
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• 2015

The purpose of this study was to explore the levels of ethical consumptions and related variables on ethics of adolescents as consumers. This subjects were 552 middle and high school students. The research results are summarized as follows. 1. The scores to measure ethical consumptions level of the adolescents was ranged from 2.87 to 3.08, which were relatively low. 2. The ethical consumptions(fair-trade product consumption, donation and giving, local consumption and eco-friendly consumption) in demographic variables were found to have significant differences depending on their religion, perceived social class, father's education and mother's education. 3. The result of hierarchical regression analysis indicated that consumer education experience, the eco-friendly values, materialism, saving, experiencing mass media on affecting the fair-trade product consumption. The major variables affecting the ethical consumptions in the donation and giving were materialism, consumer education experience, experiencing mass media and the eco-friendly values. The significant variables affecting the local consumption were the eco-friendly values, consumer education experience, materialism, experiencing mass media and saving. The major variables affecting the eco-friendly consumption were the eco-friendly values materialism.

• Korean Journal of Culture and Social Issue
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• v.17 no.4
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• pp.395-413
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• 2011

The purpose of this study is to identify the relationship between the employees' perception of organizational justice and their prosocial behaviors, focusing on the moderating effect of employees' individualism and collectivism. The survey has been conducted for 200 participants working in Korean companies. The results show that the perception of organizational justice is positively related with their prosocial behaviors. Also, employees' individualism and collectivism is significantly related with their prosocial behaviors. Specifically, individuals who are more collectivistic or less individualistic performed more prosocial behaviors than those who are less collectivistic or more individualistic. Finally, employees' individualism/collectivism has moderated the relationship between the perception of organizational justice and prosocial behaviors. When employees have strong sense of collectivism, they performed prosocial behaviors consistently regardless of the perception of organizational justice. That is, even though they perceive organizational justice as low, they perform prosocial behaviors in some degree. However, when employees have strong sense of individualism, their prosocial behaviors have been significantly determined by the perception of organizational justice. That is, when they perceive organizational justice as low, they rarely performed prosocial behaviors. But, as they perceive more organizational justice, their prosocial behaviors have been dramatically increased. The implication of those results and future research questions have been discussed.

• 한국체육학회지인문사회과학편
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• v.51 no.3
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• pp.79-88
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• 2012

The purpose of this study was to find spectator's value cognition and expected-benefit factors on professional baseball sportstar. Purposeful Sampling method was used to select among fan club leaders and people who had watched baseball games over ten years 8 informants who watched more than 4 times in 6 baseball games in 2011 Lotte Card Professional Baseball League. Data collection relies on focus group interviews and in-depth interviews. Text analysis was attempted to adopt the A-R-C needs theory proposed by Thomson(2006) for spectator's value cognition and the metaphors for consuming by Holt(1995) for expected-benefit factors. The research summary is as follow: Spectator's value cognition on professional baseball sportstar were an object of entertainment-oriented value, a major figure for social relationship-oriented and an object of identical. Spectator's expected-benefit factors on professional baseball sports tar were confirmation of values and heroic orientation. Meanwhile, spectator who had entertainment-oriented value cognition on professional baseball sportstar expect heroic orientation, who recognize professional baseball sportstar a major figure for social relationship-oriented and an object of identical pursue confirmation of values.

• Journal of the Korean Society for Library and Information Science
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• v.40 no.4
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• pp.165-181
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• 2006

This study analyzed the gap between users' perception and staff expectations on users' perceptions about dimensions of library service quality(library staff, service supports. materials and resources, and facilities and equipments), service value, user satisfaction, royalty. using newly developed model. Six hundred-fourteen users and one hundred staff members or the National Libra of Korea were participated in the survey using questionnaires. Users evaluated service quality lower but evaluated service value, satisfaction. and loyalty higher In terms of showing complaining behaviors, users were less than staffs expected. Model analysis for users and staff3 showed that service value and general satisfaction influenced on complaining behavior and loyalty. For users. only the dimension of library staff influenced significantly on the service value, satisfaction, complaining behavior, and loyalty. None of the other dimensions of the service qualify showed significant relationship to them in the case of staff expectation.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.409-419
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• 2013

The purpose of this study was to figure out the structural relations between service quality perceived by golf driving range customers, service value, customer satisfaction, and repurchase behavior. For the subject of this study, we selected 374 persons among customers who used 8 golf driving ranges located at 'P' Metropolitan city, 'U' Metropolitan city, or 'C' city in 'K' do through the Convenient Sampling Method. The results were as follows: First, the golf driving range's service quality has a positive effect on the service value. Second, the golf driving range's service quality has a positive effect on the customer satisfaction. Third, the service value has a positive effect on the customer satisfaction. Fourth, the service value has a positive effect on the repurchase behavior. Finally, the customer satisfaction has a positive effect on the repurchase behavior.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.237-245
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• 2012

This study deals with the influencing factors for satisfaction and the emotional value perception of mobile voucher service user. Thus researcher examined a structural equation modeling methodology of the paths within word of mouth, satisfaction, and other exogenous variables (economic/rational value, trust, joyfulness, innovativeness). As a result of this study, First, it was confirmed that the emotional value, and innovativeness affected user's trust for coupon service and joyfulness for using mobile voucher. Second, it was confirmed that trust and joyfulness affected user's satisfaction and word of mouth activities. Therefore, in cases of utilizing the emotional appeal of mobile voucher as part of a marketing tool, corporate can maximize efficiency by using their mobile voucher service & event from the point of view of customer's satisfaction & voluntary word of mouth. Researcher's consideration is that this paper's theoretical and practical contribution point is the propose of the one of the post adoption model with the quantitative study of the mobile voucher service user's emotional perception in the initial development stages of high-tech industry.

• Proceedings of the Korean Association for Survey Research Conference
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• 2007.11a
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• pp.73-99
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• 2007

리더의 리더십이 팀 또는 조직의 효과성에 기여하기 위해서는 리더의 영향력을 구성원들이 수용하고 목표달성을 위해 노력하도록 구성원들을 동기부여시켜야 한다. 그런데, 리더의 영향력을 수용하고 추종하는데 구성원들간에 공유되어 있는 리더에 대한 표상에 리더가 일치하여야 한다. 이상적 리더에 대한 공유된 표상에는 그 사회문화에서 지배적인 가치규범이 중요한 역할을 하게 된다. 본 연구는 이러한 가치의 역할이 중요하다는 인식에 착안하여 한국인의 사고와 행동방식에 지대한 영향을 미쳐온 전통적인 유교적 가치에서 가정하고 있는 이상적인 인간상으로서의 군자를 현대 경영조직상황하에서 리더십의 관점에서 살펴볼 것을 제안한다. 이를 위해 사서(四書)-논어, 맹자, 중용, 대학에서 제시된 군자의 성격 또는 행동적 특징들을 내용분석하여 리더십 구조를 정의내리고 이를 측정할 수 있는 설문문장을 개발하였다. 그 결과, 군자리더십은 자기계발(思學), 인간존중(忠恕), 예절중시(禮), 공정함(義), 사람 관리의 5개 요인구조를 가지고 있음을 발견하였다. 추후 연구에서는 개발된 설문문항의 신뢰성과 타당성을 검증하고, 본 연구에서 개발한 군자리더십이 실제 경영조직에서 경영자의 리더십효과성을 잘 설명해주는 변별력 있는 개념인지 검증하는 노력이 필요하다. 이는 서양의 보편적으로 효과적인 리더십 유형, 예를 들면, 변혁적 리더십 유형과 같은 경쟁모형의 도입을 통해 보다 더욱 생동감 있는 측정이 가능할 것이다. 아울러 유교적 가치와 현대적 가치로 대변되는 합리성에 기반한 서구의 가치가 군자리더십과 어떤 관계를 가지고 있는 지 살펴 볼 필요가 있다.

• Smart Media Journal
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• v.12 no.8
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• pp.60-68
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• 2023

After COVID-19, hotel industry is rapidly experiencing changes in the business environment, and under the influence of the Fourth Industrial Revolution, hotel industry is striving to secure competitive advantages through differentiation, including the use of big data and the IoT in service provision, as well as the introduction of artificial intelligence(AI) robot services. This study analyzed the perceived value of AI robot services and their impact on usage attitudes and behavioral intentions of customers who have used hotels that have introduced AI robot services. The results of the study showed that the value of robot services perceived by customers who have used robot services in hotels is categorized into three dimensions: social, experiential, and functional, and all of them have a positive effect on usage attitudes, with social, functional, and experiential values having a positive effect on usage attitudes in that order. Attitude toward use was also analyzed to have a positive effect on behavioral intention, which is consistent with the value-attitude-behavior model. Therefore, it is necessary for hotels to improve the satisfaction of hotel guests through diversified services of AI robot service.