• Asia Marketing Journal
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• v.14 no.1
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• pp.99-130
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• 2012

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer's belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such as vindictive complaining, negative WOM and third-party complaining for publicity. The empirical results suggest that betrayal is a key motivational factor that lead customers to restore fairness by making use of all means, including retaliation. We also find that relationship quality has effect on a customer's response to a failure in service recovery. As the levels of relationship increases, a violation of the proper fairness has a stronger effect on the sense of betrayal experienced by customers. Considerable research has investigated consumer responses to dissatisfaction. But our study examine the response of outraged and highly frustrated consumers. We focus on emotional and behavioral processes that have not been covered by previous dissatisfaction researches and which are unique to outraged consumers caused by extremely dissatisfied purchase experience. It has recently been pointed out by various mass media that the customers not only have positive effects on the company performance but also put the company in crisis. It has often been reported that one customer's dissatisfaction, for example, never ends as it is, and it tends to grow for retaliating upon the company, depending on the level of seriousness of the dissatisfaction. This sometimes leads to a lawsuit against the company. Our study focuses on the customers' emotional and behavioral responses induced by their extreme dissatisfactions. We divided the customer groups into the customers with high relationship quality and the customers with low relationship quality, and the difference between two groups is examined. The objective of this study is to comprehend the causal relationship between the feeling of betrayal caused by the service failure and the retaliatory behavior triggered by the desire of revenge. Our study is divided into three parts. First, a causal relationship between perceived unfairness and the perceived betrayal and desire for revenge. Second, the effect of the perceived betrayal and desire for revenge on the retaliatory behavior is investigated. Finally, the moderating role of relationship quality in the causal relationship between the unfairness in service recovery and the perceived betrayal is analyzed. This study finds the following empirical results. The distributive unfairness, procedural unfairness and interactional unfairness had significant effects on the perceived betrayal. Especially, the perceived distributive unfairness results in the highest perceived betrayal. When the service company does not provide customers proper and sufficient compensation for the failure, they feel the strong sense of betrayal. And in the causal relationship between the perceived betrayal, desire for revenge and retaliatory behavior, the perceived betrayal has significant effects on e desire for revenge. In addition desire for revenge has significant effects on negative word of mouth, retaliatory complaining behavior and publicity of complaints through third group. Therefore the perceived unfairness has effects on retaliatory behavior through the mediation of the perceived betrayal and desire for revenge. Finally the moderating role of relationship quality was examined in the relationship between the unfairness and perceived betrayal. If the customers experienced the perceived unfairness in the process of service recovery, the customers with high relationship quality feel the stronger perceived betrayal than the customers with low relationship quality do. When they experience the double service failure, the customer group with high relationship quality accumulating the sense of trust feel the more perceived betrayal than the customer with low relationship quality who do not have strong trust. The contribution of this study is to find the effect of the service failure on the retaliatory behavior with the moderating roles of relationship quality. The dimensions of unfairness in service recovery is found to have differential effects on the perceived betrayal, desire for revenge. And these differential effect is moderated by the level of relationship quality.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.126-135
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• 2012

This study is the subsequent full-scale research of a TV drama writer who has been out of scholarly pursuits as it explores Su-Hyeon Kim's underlying consciousness with focusing on her heroines, the and . The author Su-Hyeon Kim clearly distinguishes a TV melodrama from a TV home-drama by her own self-control, which is a rare case in TV drama genres, therefore, her consciousness lights up at her melodrama. This study applies Lacanian theory to the author's melodramas for examining the author's under-lying thought. For Lacan the subject is an 'alienated', 'privative', 'fractured' 'being' as an imperfect language, the symbolic order, forms the subject through its signification. The subject desires the other's desire, and wants to become an object for the other's desire. The desire constantly demands an integral world, a perfect love, the wholly harmonious imaginary order. And it lasts up as it refuses the symbolic order's imperfection while it works its unconscious fantasy. Lacan states that only the 'traversing the fantasy', 'separation' would give birth to the real, liberated subject. Despite a 20-years of rift within two works, the and have an identical conflict core, that is a subject's constitutive, fundamental privation and desire of a human being. Su-Hyeon Kim's underlying consciousness complies with her continued theses of an inquiry into the subject's real liberation and freedom when desire of the rings produces the subject's alienation, privation, and the pursuit of a impossible perfect love.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.29-51
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• 2013

In line with network technology development and smart device penetration, the social network service (SNS) has expanded its influence. The SNS which is a service based on communication and sharing among people, has grown based on users' voluntary engagement and participation and its influence has appeared beyond the cyberspace into the overall areas of domestic and foreign culture and society. In particular, SNS-based real-time communication during diverse disasters, can help prevent further damage. By sharing information on social donation activities and environmental campaigns, people have used SNS as a tool to change the society in a more positive way. Such series of activities functioning as a power to change the society have been made much faster and wider through the help of a new media called SNS. To better understand such trends, we are required to study about the SNS and its user relationships first. In this context, this study sought to identify the effects of people's desire to build friendships through SNS on the voluntary and society-friendly activities of people. This study considers online pro-social behavior and proposes online citizenship behavior. Citizenship behavior has been examined in organization context. That is, organizational citizenship behavior explains an employee's pro-social behavior in an organization context. Organizational citizenship behavior is characterized by the individual's helping others and promoting the functioning of the organization. By applying organizational citizenship behavior to an online context, we propose online citizenship behavior, an individual's pro-social behavior in an online context. An individual's pro-social behavior, i.e., online citizenship behavior, could be considered as a way for the better management of online community and society. It also needs to examine the development of online citizenship behavior. This study examined online citizenship behavior from the friendship desire. Because online society or community is characterized by online relationships between members, the friendship between members would lead to pro-social behavior, i.e., helping others and promoting the functioning of the online society, in such online context. This study further examines the antecedents of friendship desire in terms of SNS interactivity with its four factors. The findings based on the survey from real SNS users explain that the three factors of SNS interactivity (connectivity, enjoyment, and synchronicity) increases online friendship desire which then increases online citizenship behavior significantly. This study contributes to the literature by examining the key role of online friendship desire in leading to online citizenship behavior and identifying its antecedents in terms of SNS characteristics. The findings in this study also provide guidance on how to manage online society and how to promote the effective functioning of SNS.

• Cross-Cultural Studies
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• v.53
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• pp.73-102
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• 2018

The purpose of this study was to explain, using Jacques Lacan's theory of desire, how Ellen Olenska functions as the object petit a in her relationship with Newland Archer and to connect the impossibility of Newland and Ellen's love with the impossibility of desire, in Edith Wharton's The Age of Innocence. In New York society in the 1870s, the unpleasant truth was avoided, personal opinions were excluded, no room for imagination existed, and other-ness was expelled. In that society, Newland realized that true love and true emotions were lacking in his life. For Newland, Ellen was the gap in New York society and the object that could fill that gap. Ellen functioned as the object petit a. But the romance between Newland and Ellen was forbidden in New York society, where everything was dominated by strict social codes, and especially because Newland was engaged to Ellen's cousin, May Welland. Ellen became inaccessible to Newland and this set Newland's desire for Ellen in motion. He idealized Ellen as the objet petit a, based on the fantasy that she would fill the void in his life. However, at every critical moment, Newland delayed unification with Ellen by resorting to social codes. His actions betrayed that the goal of his desire was not the fulfillment, but the reproduction of desire, with its circular movement. His decision not to see Ellen in Paris again at the end of the novel can be interpreted as Newland's effort to maintain Ellen as the inaccessible object, objet petit a, forever. It is this impossibility of desire that the romance of Newland and Ellen is predicated upon. Another purpose of this study was to expand this impossibility of desire to the relationship between man and woman and to interpret The Age of Innocence as a story showing the characteristics of the relationship between the sexes. The relationship between Newland and Ellen shows that there is no harmonious relationship between the sexes and that woman exists only as a fantasy object, objet petit a for man.

• Korean Journal of Culture and Social Issue
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• v.26 no.4
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• pp.479-499
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• 2020

The present study explored psychological factors related to the desire to have children of young adults who had yet to marry and begin a family. To do so, the present study investigated the relationships among the desire to have children, adult attachment styles and belief in a just world (DJ-self, PJ-self, DJ-others, and PJ-others). This study analyzed the self-reported data of 260 adults aged 20 to 39. Hierarchical regression analysis revealed that after controlling for gender, individuals with more avoidant models of close adult relationships showed less desire to have children. Moreover, the belief in a just world accounted for an additional variance. Specifically, participants' PJ-others positively predicted their desire to have children. These results suggest that individuals' expectations about close relationships and justice of their society might explain a part of their desire to have children. The implications, limitations, and future directions of the study were discussed.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.151-160
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• 2012

The Purpose of this study is to examine the inner symbolic meaning of the revenge movies, forcing on , , by producer Chan-Wook Park. This study was analyzed with theoretical frames of Greimas's and Lacan's desire theory. The results of this study is as follows: Main characters of these films were tangled each their with love, desire, angry, hate and revenge. They also had desires and needs of revenge caused by deficiency. These films represented blue as sorrow, depression, frigidness, loneliness and deficiency, red as love, desire, angry, hate and revenge, black as strong will, till-eat, death, violence and bloody-mindedness and white as forgiveness, expiation and salvation. The function of colors in conveying meaning was very effected to analyzing the visual power implications and psychological effects on human feelings that colors have in the movie.

• Journal of Korean Academy of Nursing
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• v.40 no.1
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• pp.24-32
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• 2010

Purpose: This study was done to identify psychosocial factors that might be predictive of sexual desire, arousal, lubrication, orgasm, satisfaction, and pain in women with gynecologic cancer. Methods: Two hundred and twelve women with cervical, ovarian, or endometrial cancer completed questionnaires on the Female Sexual Function Index including sexual desire, arousal, lubrication, orgasm, satisfaction, and pain, and data on their psychosocial factors including body image, sexual attitude, sexual information, depression, and marital intimacy. Stepwise multivariable regression analysis was performed to explore psychosocial predictors of women’s sexual function domains. Results: Predictors were identified as sexual attitude, depression, sexual information, and body image for sexual desire; sexual information, depression, and sexual attitude for sexual arousal; sexual information, marital intimacy, and depression for lubrication; sexual information, marital intimacy, depression, and body image for orgasm; marital intimacy, sexual information, sexual attitude, and depression for satisfaction; sexual information, depression, and marital intimacy for pain. Conclusion: The results indicate that women’s sexual function needs to be approached to domains of female sexual function psychosocially as well as to general sexual function. These factors should be considered in future interventions to positively promote sexual function in women with gynecologic cancer.

• Research in Community and Public Health Nursing
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• v.28 no.4
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• pp.359-365
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• 2017

Purpose: This study aims to investigate gender differences in the association between depressive symptoms and weight, weight perception, and body satisfaction among Korean adolescents. Methods: A secondary data analysis was performed on data from 33,374 adolescents who participated in the 2015 Adolescent Health Behavior Online Survey. They were classified as underweight, normal weight, or overweight/obese; weight perception was classified into perception of being underweight, normal weight, or overweight/obese; and weight satisfaction into desire to gain weight, satisfied, and desire to lose weight. Results: Among boys, perception of being underweight (adjusted odds ratio [AOR]: 1.20, 95% confidence interval [CI]: 1.07~1.35) and desire to gain weight (AOR: 1.45, 95% CI: 1.30~1.62) were associated with depression. Among girls, perception of being overweight or obese (AOR: 1.18, 95% CI: 1.07~1.29) and a desire to lose weight (AOR: 1.30, 95% CI: 1.18~1.42) were associated with depression. Conclusion: Gender differences were observed in the association between weight perception and depression in adolescents. The perception of being underweight among boys and the perception of being overweight/overweight among girls were associated with depression. Thus, gender-specific intervention programs to correct weight perception and weight satisfaction are needed in order to relieve depressive symptoms in adolescents.

• Journal of the Korean Home Economics Association
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• v.42 no.2
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• pp.83-98
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• 2004

The purpose of this study was to investigate the effects of body image, body dissatisfaction, and drive for slimness, as mediated by self-esteem and depression, on eating disorder behavior according to gender The subjects of this study were 243 male and 323 female university students from Chungbuk National university in Cheonju. On the basis of previous literature, the theoretical model was specified and estimated for the adequacy of statistical fit for male and female students separately. The proposed theoretical model was supported by the data and fitted adequately. As expected, body image, body dissatisfaction, and desire for thinness had a direct effect on self-esteem for female students. However, whereas body image and body dissatisfaction directly influenced on male students' self-esteem, while desire for gaining weight had no direct effect. Eating disorder behavior in female students was predicted by body dissatisfaction, body image, and self-esteem. For male students, desire for gaining weight and self-esteem strongly predicted eating disorder behavior. The results indicate that the influence of body image, body dissatisfaction, and desire for thinness on eating disorder behavior can be mediated not by depression but by self-esteem.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.3 no.1
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• pp.13-38
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• 1978

When the Professional Librarians can be satisfied with the needs in perfoming their jobs, they feel the job satisfaction. In other words, the job desire consists of the directly related factors such as fitness, dexterity and the value of the work and those opinions regarding the environments, pays, problems of the promotion, promise of the job. This thesis is a study of these factors that affect the Professional Librarans' job desire of the university libraries in Korea. The purpose of the study is to analyze the perceived degree of Professional Librarians' job desire. To meet this purpose, this study is based upon A.H. Maslow's motivation theory "Hierarchy of Needs" and analyzed by the method of "Cafeteria Question" the answers gathered from 226 Professional Librarians who are work ing in University Libraries. The analyzed results show that generally the job desires of Professional Librarians in university libraries are low and stands in a situation that doesn't meet even the low dimensional needs of Maslow's theory. So the top library managers should establish the long-term plan to promote the job desire and the factors which cause the frustration of the Professional Librarians should be removed as soon as possible.