• Korean Journal of Cognitive Science
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• v.30 no.3
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• pp.133-156
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• 2019

To investigate how personality test items are understood by participants, their semantic representations were explored by Latent Semantic Analysis, In this thesis, Semantic Similarity Matrix was proposed, which contains cosine similarity of semantic representations between test items and personality traits. The matrix was compared to traditional factor loading matrix. In preliminary study, semantic space was constructed from the passages describing the five traits, collected from 154 undergraduate participants. In study 1, positive correlation was observed between the factor loading matrix of Korean shorten BFI and its semantic similarity matrix. In study 2, short personality test was constructed from semantic similarity matrix, and observed that its factor loading matrix was positively correlated with the semantic similarity matrix as well. In conclusion, the results implies that the factor structure of personality test can be inferred from semantic similarity between the items and factors.

• Journal of Internet Computing and Services
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• v.17 no.3
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• pp.95-106
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• 2016

The purpose of this study was to examine how college students use Facebook and the ways in which they feel of commitment while using Facebook. The Big Five Personality Model has been considerably used in the psychology fields, and the researchers have started to explore the role of characteristic factors in influencing an individual's use of social media, such as Facebook which has become one of the most popular social networking site in the world. Therefore, the current study aims to specify the links between The Big Five Personality Model and usage patterns as well as commitment of Facebook. Two hundreds thirty five college students participated in a survey and the results are as follows: First, participants who were high in extraversion and agreeableness were more likely to do information sharing activities such as sharing posts to their friends, writing comments on the other's posts. In addition, participants who were high in openness to experience, conscientiousness, and neuroticism were more likely to do information producing activities including offering events, group, or public pages to meet people both on and offline. Second, in terms of the relationship between personality traits and commitment to the Facebook, the study found that extraversion and neuroticism were related to users' commitment to Facebook. These findings are consistent with the existing literature regarding extraversion and neuroticism were representative personality factors when it comes to commitment of media. Specifically, the study found that those who were high in neuroticism were more likely to produce information such as posting photos repeatedly or tagging their friends on posts, and also more likely to feel commitment on Facebook. These findings confirm that personality is a highly relevant factor in determining individual's behavior and the degree of commitment on Facebook. Based on these findings implications and limitations of the study are discussed.

• Journal of Gifted/Talented Education
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• v.14 no.2
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• pp.75-99
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• 2004

The purpose of the study was to find out differences in personality characteristics between gifted and normal children and also to find out differences in personality characteristics between gifted boys and gifted girls. Three hundred and forty-five children(108 gifted children, 237 normal children), who were forth to sixth grade children, were taken the Children's NEO Personality Inventory(Big five traits and 17 facets). The results were as follos; 1. There are statistically significant differences in personality characteristics between the gifted and the normal children. The gifted children have higher tendency of openness, extraversion, conscientiousness, lower neuroticism than the normal children. There is no difference in agreeableness between the gifted and the normal children. In the subfactors(facets) of neuroticism, the gifted children have lower tendency of anxiety, hostility, depression, shyness, attention deficit than the normal children. In the subfactors of extraversion, the gifted children have higher tendency of assertiveness, gregariousness, cheerfulness than the normal children. In the subfactors of openness, the gifted children have higher tendency of fantasy, creativity, physical activity, high intellectual ability, flexibility, reactivity than the normal children. In the subfactors of agreeableness, the gifted were more warmth and altruism than the normal children. In the subfactors of conscientiousness, the gifted children have higher tendency of competence, achievement motivation, deliberation, dutifulness than the normal children. 2. There were no statistically significant differences in personality characteristics between the gifted girls and the gifted boys. In the subfactors of neuroticism the gifted boys have higher tendency of shyness than the gifted girls. In the of subfactors of extraversion, the gifted boys have lower tendency of sensation- seeking than the gifted girls. In the subfactors of openness, the gifted boys have higher tendency of intellectual ability than the gifted girls.

• Journal of Korean Society for Quality Management
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• v.42 no.1
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• pp.15-32
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• 2014

This study examines the relationship between tip amount and its possible antecedents: bill size, the Big Five personality types, meal type, food quality, atmosphere, service quality, consumer gender, server gender, customer hospitality experience, race, and alcohol consumption. A survey of southeastern undergraduate students was conducted to collect information about the customer, server and customer tipping habits. While the analysis suggests that service is an important factor, it shows that other factors affect tip amount. Furthermore, these factors affect tip amounts in many different ways. Some examples of these factors include bill size, alcohol consumption, gender dynamics, meal type, food quality, and personality type. The conclusion suggests the intuition behind these factors by providing a dissection of their meaning and their importance to servers, customers, and managers alike. Purpose: This study tests restaurant customer tipping habits and some personality traits that have received limited previous attention as predictors of tipping. Methods: This study is that the tip amount was self-reported, business students at a university in a large southeastern city of USA were asked to complete a tipping journal. Results: This study was able to replicate the service-tipping relationship. Moreover, this study reiterated that server friendliness is a very powerful tool to increasing tips. Conclusion: This study strongly indicate that service has a positive relationship with tip amount, and also produce a positive relationship with emotional stability and a negative relationship to conscientiousness.

• Science of Emotion and Sensibility
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• v.19 no.3
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• pp.15-26
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• 2016

This study was performed to investigate whether aesthetic preference is related to the personality of an individual or not. Even though prior studies have reported that aesthetic preference for a certain style of art is associated with a personality factor, it is more important to focus on impressions and feelings about paintings than the style of art. The present study tried to examine how positive, negative, and neutral feelings about paintings are related to a personality factor, and that familiarity has an effect on aesthetic preference. After participants answered a Big-Five personality questionnaire, they then rated the preference for and familiarity about paintings which implied emotions. The results showed that individuals with higher scores of neuroticism preferred negative paintings. A preference for negative paintings is hard to explain, but this could be explained by results of this study. A hypothesis that familiar paintings would be more preferred is supported by the data. Aesthetic preference has both objectivity and the subjectivity. This study explained subjectivity through individual differences, and investigate art from a psychological point of view rather than conservative methods that sort paintings into art history.

• Korean Journal of Culture and Social Issue
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• v.15 no.1
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• pp.169-186
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• 2009

This study aims to investigate the relationship between personality, especially temperament and subjective well-being. The participants were 681 college students (211 males and 470 females), whose ages ranged from 17 to 37 (M=20.91, SD=2.36). The instruments utilized in the present study were Korean Version of BAS/BIS Scale, The Big Five Locator, Satisfaction with Life Scale, Life Satisfaction Motivation Scale, Life Satisfaction Expectancy Scale, Emotion Frequency Test, and Subjective Happiness Scale. Result indicated that women expected more positive future than men did, while no gender differences were found in any other well-being variables. Correlational analyses revealed that emotional stability and extroversion were closely associated with life satisfaction, happiness, positive and negative emotion, whereas behavioral activation system (BAS) and behavioral inhibition system (BIS) were more closely associated with motivation to live and expectancy of satisfactory life. There was close relationship between conscientiousness and subjective well-being, because they were college students. As a internal factor, personality was better predictor for subjective well-being of female students. For instance, it accounted for around 35% variance of female's subjective happiness. The present findings reiterate the role of personality in quality of life, and it was discussed with characteristics of subjects, situational factors, and previous studies.

• Cartoon and Animation Studies
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• s.29
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• pp.129-149
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• 2012

The purpose of this study was to investigate the clustering and Big Five Personality domains in discriminating groups by level of school-related adjustment, as experienced by Social Sims game users. Social Games are based on web that has simple rules to play in fictional time and space background. This paper is to analyze the relationships between social networks and user behaviors through the social games . In general, characteristics of social games are simple, fun and easy to play, popular to the public, and based on personal connections in reality. These features of social games make themselves different from video games with one player or MMORPG with many unspecific players. Especially Social Game show a noticeable characteristic related to social learning. The object of this research is to provide a possibility that game that its social perspective can be strengthened in social game environment and analyze whether it actually influences on problem solving of real life problems, therefore suggesting its direction of alternative play means and positive simulation game. Data was collected by administering 4 questionnaires (the short version of BFI, Satisfaction with life, Career Decision-.Making Self-.Efficacy, Depression) to the participants who were 20 people in Seoul and Daejeon. For the purposes of the data analysis, both Stepwise Discriminant analysis and Cluster analysis was employed. Neuroticism, Openness, Conscientiousness within the Big Five Personality domains were seen to be significant variables when it came to discriminating the groups. These findings indicated that the short version of the BFI may be useful in understanding for game user behaviors When it comes to cultural research, digital game takes up a significant role. We can see that from the fact that game, which has only been considered as a leisure activity or commercial means, is being actively research for its methodological, social role and function. Among digital game's several meanings, one of the most noticeable ones is the research on its critical, social participating function. According to Jame Paul gee, the most important merit of game is 'projected identity'. This means that experiences from various perspectives is possible.[1] In his recent autobiography , he described gamer as an active problem solver. In addition, Gonzalo Francesca also suggested an alternative game developing method through 'game that conveys critical messages by strengthening critical reasons'. [2] They all provided evidences showing game can be a strong academic tool. Not only does a genre called social game exist in the field of media and Social Network Game, but there are also some efforts to positively evaluate its value Through these kinds of researches, we can study how game can give positive influence along with the change in its general perception, which would eventually lead to spreading healthy game culture and enabling fresh life experience. This would better bring out the educative side of the game and become a social communicative tool. The object of this game is to provide a possibility that the social aspect can be strengthened within the game environment and analyze whether it actually influences the problem solving of real life problems. Therefore suggesting it's direction of alternative play means positive game simulation.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• Journal of the Korean Data Analysis Society
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• v.20 no.6
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• pp.3069-3085
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• 2018

In this study, we examined the effect of non-cognitive factors on job tenure and tenure using KLIPS. We examine the internal consistency of the big5 personality trait and of the locus of control, and use the parameterized proportional hazards model. As a result, we confirmed that non-cognitive skill such as personality traits and locus of control affect individual labor market performance. Conscientiousness has shown that the job seeking period of adult job seekers is lengthened, thereby lowering the unemployment rate. It can be understood that high attentiveness under uncertainty can misinterpret information, and that lack of decision restricts escape from unemployment. In the tenure analysis, people with internal locus of control tendency were less likely to leave the job due to longer tenure. Those who have internal control can not only be preferred by the organization but also the internal control tendency seems to be the factor that maintains the long-term job because of the motivation and self-control of their actions.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.1-22
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• 2007

Customer satisfaction is important in an increasingly competitive and global marketplace. This implies that customer service is a critical factor for many organizations. In service encounter context, customer satisfaction is affected by employees' attitudes and behaviors. Accordingly, service firms have been focusing on selecting high quality of service employees, which resulted the ability to identify and select quality service- or customer- oriented employees to become critical for an organization's success. It was suggested that customer service orientation links to performance and subsequent organizational revenue. Moreover, it was found that service encounter failures were among the major reasons for customers' service switch. Therefore, the selection of customer service oriented employees is a key factor in establishing customer service - a potential source of sustained competitive advantage. However, the measurement of employee service orientation is more confusing than that of definitive answers. The difficulty of measuring service orientation is attributed to the use of broad versus narrow measures of personality. Advocates for the broad perspective prefer using basic personality constructs, such as the Big Five personality traits. On the contrary, the latter prefer a construct-oriented approach of personality research that provides a better measure of job performance because it requires the specification of the relationship of the personality traits with multiple dimensions of job performance. The customer service orientation was defined as "a set of basic individual predispositions and an inclination to provide service, to be courteous and to be helpful in dealing with customers and associates." Similarly, it is a fact that the Big five personality traits are predictors of customer orientation, and employee's self- and supervisor performance. They propose that basic personality traits may be too far removed from focal service behaviors to be able to predict specific service behaviors (customer orientation) and service worker performance. Also, customer orientation is defined as "an employee's tendency or predisposition to meet customer needs in an on-the-job context." This means that people who have job-relevant personality traits such as concern, empathy, and conscientiousness will be more adept at customer service than people who do not possess these traits. However, little attention has been given to the exploration of the service orientation of customer-contact employees who play a key role in creating satisfactory service encounters in the hospitality industry except for Kim, McCahon, & Miller (2003)'s study, especially in family restaurants context. Thus, the purposes of this study are to examine and validate the customer service orientation of customer-contact employees using the instrument developed by Donavan (1999) in Korean family restaurants, because the scale was developed to measure the personality traits related job behaviors. And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). And this study explores the relationships between customer service orientation, job satisfaction, organizational commitment, and self service performance using structural equation modeling (SEM). For these purposes the author developed several hypotheses as follows: H1: Employee's service orientation is associated with service performance. H2: Employee's service orientation is positively associated with job satisfaction. H3: Employee's service orientation is positively associated with organizational commitment. H4: Service performance is positively associated with job satisfaction. H5: Service performance is positively associated with organizational commitment. H6: Job satisfaction is negatively associated with organizational commitment. The data were collected from 278 employees in 5 deluxe hotels located in Pusan, Korea. The researcher contacted the manager of the restaurants, and managers consented to administer surveys to their employees. The survey was executed during one month period in the October of 2007. The data were analyzed with structural equation modeling with LISREL 8.7 W. The result of the overall model analysis appeared as follows: $X^2$=122.638 (p = 0.00), df=59, GFI=.936, AGFI=.901, NFI=.948, CFI=.971, RMSEA=.0625. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The findings can be summarized as follows: First, the greater the employee service orientation, the greater the service performance. Second, the greater the employee service orientation, the greater the job satisfaction. Third, the greater the employee service orientation, the greater the organizational commitment. Fourth, the greater the service performance, the greater the job satisfaction. Fifth, the greater the service performance, the greater the organizational commitment. Finally, the greater the job satisfaction, the greater the organizational commitment. Seventh, the greater the customer satisfaction, the greater the customer loyalty.