• Asia Marketing Journal
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• v.11 no.1
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• pp.1-27
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• 2009

The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample but unrelated to complaining attitude in the Korean sample. Understanding the personality traits predictive of complaint attitudes has the potential to help marketers develop messages that will encourage the low complaint prone to voice their dissatisfaction. This is important, because when a consumer complains about and unsatisfactory purchase, it gives the firm a chance to take actions to avoid losing a customer.

• Korean Journal of Culture and Social Issue
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• v.25 no.4
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• pp.279-303
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• 2019

This study investigated effects of Korean students' contacts with International students on Korean college students' multicultural competencies. This study also examined mediating effects of life satisfaction and realistic conflict perception between contacts with international students and multicultural competencies. For the purpose, 384 Korean college students completed the questionnaires including contacts, life satisfaction, realistic conflicts perception toward international students, everyday multicultural competencies, and demographic information. The results indicate that number of contacts predicts cultural self-efficacy and cultural knowledge, whereas contact diversity predicts cultural openness. Life Satisfaction predicts cultural openness, cultural self-efficacy, and cultural knowledge, and realistic conflicts perception predicts all subscales of everyday multicultural competencies scale other than cultural knowledge. Results also discovered that life satisfaction mediates the relationship between contact diversity and multicultural competencies, but realistic conflict perception did not mediate between contact diversity and multicultural competencies. Based on the results, the suggestions to enhance college students' multicultural competencies were discussed.

• Korean Journal of Culture and Social Issue
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• v.14 no.1_spc
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• pp.319-348
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• 2008

Self-efficacy, achievement goals, task value, and attribution are some of the representative motivation constructs that explain adolescents' cognition, affect, and behavioral patterns in achievement settings. These constructs have won researchers' recognition by demonstrating explanatory and predictive utility that transcends various social and cultural milieus learners are exposed to. Korean adolescents' motivation is generally in line with this universal trend and can be described adequately with these constructs. Nonetheless, there also exist a host of indigenous factors that shape these motivation constructs to be uniquely Korean. The purpose of the present article was to explore some of the socio-cultural factors that appear to wield particularly determining effects on Korean adolescents' academic motivation. Review of the relevant literature identified interdependent self-construal, traditional morals of filial piety, familism, educational fervor, academic elitism, and the college entrance system as important cultural, social, and policy-related such factors. Also discussed in this article were the roles of these factors in creating more immediate psychological learning environments for Korean adolescents, such as parent-child relationships, teacher-student relationships, and classroom goal structures.

• Korean Journal of Culture and Social Issue
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• v.16 no.2
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• pp.103-124
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• 2010

The purpose of the present study was to examine the relationships among private tutoring hours, academic motivation, use of learning strategies, and academic achievement test scores using structural equation modeling. The sample consisted of 3,607 7th graders from Korean middle schools who were included in the Korean Education Longitudinal Study. The results suggest that there was no evidence that the private tutoring hours predicted students' motivation and learning strategy use. It was found that the private tutoring hours predicted achievements in English and Math, but it was negligible in magnitude. As for achievement test scores, academic motivation and the use of learning strategies played more critical role rather than the private tutoring hours.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.206-223
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• 2023

The introduction of Smart technologies such as Artificial Intelligence(AI) systems are have a powerful impact in a variety of industry fields. Some experts predict that smart technology will completely change people's daily life and work styles, causing technological innovation, productivity improvement, and discovery and emergence of new fields. On the one hand, this vision cannot ignore negative views and concerns. Despite many social debates about employment, such as job loss and rising unemployment, there have not been many studies based on employee experience that provide a fundamental solution to the conflict between AI and employment. Therefore, this study finds out the effects and related factors of AI concierge robots for hotel employees, focusing on the hotel industry, and how employees' perceptions of AI concierge robots affect user resistance and turnover intention. This study, conducted a questionnaire survey of 322 hotel employees who had experience working with AI concierge robots in China, and used SPSS and SmartPLS statistical analysis programs to draw conclusions. We found that hotel employees' perceptions of AI concierge robots were significantly related to user resistance and turnover intention, and this association was related to employee self-efficacy, perceived organizational support, quality of AI services and new tasks. In addition, it was found that the quality of AI concierge robots directly or indirectly had the greatest influence on user resistance and turnover intention. The findings of this study provide theoretical implications for academia and practical implications for industry practitioners.

• Information Systems Review
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• v.25 no.4
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• pp.265-290
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• 2023

Even though crowdfunding has become popular as a novel means of raising capital for early-stage ventures and startups through an Internet-based platform, it is unclear how a funder's characteristics, such as motivation and ability, influence their information processing and pledging decision. This study aims to propose and test a research model for determining the relationships between a funder's personal attributes, information processing style, and funding intention. To test the research model, we collected data from 139 Amazon Mechanical Turk participants through an online questionnaire survey. The findings indicate that a funder's self-efficacy has a positive effect on heuristic processing but has no significant effect on systematic processing. By contrast, a funder's personal relevance positively influences both systematic and heuristic processing. Furthermore, heuristic processing, as well as perceived value and perceived risk, influence pledging intentions positively. Our findings potentially contribute to improving the design of crowdfunding platforms to better support a funder's information needs. Based on our findings, we discuss the implications of our study as well as the directions for future research.

• Korean Journal of Culture and Social Issue
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• v.10 no.3
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• pp.19-36
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• 2004

An experimental research investigated the components of lottery games affecting lottery-purchasing behaviors and the psychological consequences of the behaviors. In the experiment, participants were given a chance to purchase a lottery tickets during a series of computer games and their decision of purchasing the lottery ticket was measured. Also, the size and probability of the lottery games were manipulated and the perceived difficulty, satisfaction of the mid-outcome, and perceived probability of success in the computer game were measured in order to examine their impacts on participants' lottery-purchasing decisions. In addition, the behavioral tendency, satisfaction of the final outcome, and perceived self-capability in the computer game were measured at the end of the computer games in order to examine the effects of lottery-purchasing experiences on the variables. Participants who perceived the games as easier and estimated the probability of their success highly were more likely to buy the lottery tickets. However, the winning prize and odd of lottery tickets, perceived satisfaction of their own performance, and the performance itself did not influence the purchasing decisions. The common beliefs on the negative effects of lottery-purchasing experiences on human motivation and behaviors were not supported. The implications of the present research findings and limitations of the experimental research on lottery were discussed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.1
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• pp.33-53
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• 2024

By identifying the relationship between Interest of Entrepreneurship and intention, this study clarifies the entire lifecycle process leading up to a college student's decision to start a business. We explore whether an individual's Interest of Entrepreneurship stemming from start-up activities and the interest of parents toward their children's start-up affect start-up intention. For this purpose, attitude toward start-up, subjective norms, and perceived behavioral control, which are components of the Theory of Planned Behavior (TPB), were set as parameters. Furthermore, start-up self-efficacy was established as a moderating variable to examine the relationships between factors and their importance. In addition, survey questionnaires were collected from 300 college students in Korea, and after excluding 18 insincere responses, a total of 282 were analyzed using SPSS 26 and AMOS 26. The main findings are as follows. First, an individual's Interest of Entrepreneurship has a significant impact on start-up intention, mediated by attitude toward start-up, subjective norms, and perceived behavioral control. Therefore, future college start-up education should apply the components of TPB to enhance its effectiveness, and various start-up activities should be provided to foster students' interest. Secondly, parents' interest in start-up has a significant impact on subjective norms and perceived behavioral control. Therefore, even if parents are interested in their children's start-up activities, such interest does not necessarily lead to favorable attitude. However, as it significantly impacts subjective norms and perceived behavioral control, start-up education targeting parents linked to these parameters could increase college students' Interest of Entrepreneurship and intentions.

• Journal of the Korean Applied Science and Technology
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• v.41 no.2
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• pp.472-483
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• 2024

This study evaluated the attitudes of the Korean population towards sunscreen use through the Health Belief Model (HBM) construct and investigated the psychological factors that influence sunscreen use. For this purpose, an online survey was conducted from 1 November 2023 to 1 January 2024, and a total of 303 participants were collected. The collected data were analysed using SPSS v. 25.0 programme using Cronbach's 𝛼, frequency analysis, descriptive statistics, correlation analysis, independent samples t-test, one way ANOVA, Scheffe's test, and multiple regression analysis. The results of the study showed that the mean score of sunscreen use was 3.26±1.384 out of 5, and there was a significant correlation between the variables of the health belief model and sunscreen use (p<.01). Gender, age, and skin colour were also associated with each variable, with women, the elderly, and those with lighter skin tending to be more proactive in sun protection. Multiple regression analyses revealed that self-efficacy (𝛽=.629, p<.001) and perceived vulnerability (𝛽=.139, p<.001), sub-factors of the Health Belief Model, had a statistically significant positive effect on sunscreen use, while perceived barriers (𝛽=-.261, p<.001) had a statistically significant negative effect on sunscreen use. These results may have important theoretical implications for the development and implementation of educational programmes to promote sunscreen use by providing insight into the psychosocial factors that influence sun protection.

• Journal of Nutrition and Health
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• v.57 no.1
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• pp.120-135
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• 2024

Purpose: This study examined the factors affecting sugar intake in adults based on social cognitive theory. Methods: An online survey regarding the intake frequency of sugar-source food, factors related to sugar intake based on social cognitive theory, perceptions of sugar intake, and health-related factors was conducted in October 2019 with 1,022 adults (502 men and 520 women) aged 19-49 years. The intake frequency of sugar-source food was divided into tertiles using percentiles based on the daily frequency. Results: The daily intake frequency of sugar-source foods was 4 times, with beverages (1.87 times/day) and sweetened coffee (0.81 times/day) being the highest among the food groups and types, respectively. The group with a high intake frequency of sugar-source food had a high negative outcome expectation for reducing sugar intake, and was in a home and social environment with easy access to sweet food. Women in this group showed low self-efficacy and poor behavioral capability in reducing sugar intake. Self-control had the lowest average score among the factors of social cognitive theory (2.56/5 points), followed by nutrition knowledge related to sugar (5.42/10 points). As a result of regression analysis, the social cognitive factor affecting the intake frequency of sugar-sourced foods was found to be home environment for both men and women. On the other hand, factors contributing to reducing sugar intake were positive outcome expectations for men and behavioral skills for women. Conclusion: Dietary education and nutritional interventions for adults, including changes in the home environment with easy access to sweet foods, can reduce sugar intake and raise positive expectations for reduced sugar intake.