• 마케팅과학연구
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• 제20권2호
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• pp.164-172
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• 2010

该研究通过测试餐厅零售设置回顾了文化对人际服务的影响. 为更好的理解他们对人际服务的期望我们研究了两种文化(加拿大和法国). 利用Hofstede的(1991)的文化维度之间的不同的解释加拿大和法国餐厅顾客的不同, 该研究证明一个潜在的有趣的研究领域: 跨文化的人际服务营销. 这表明文化维度并不独立运行,但三者互为依托. 这可以帮助零售商更好理解解释复杂的服务之间的相互作用. 在这个探索性研究,经探索性因子分析,研制出了一个包含生理和服务方面普遍运用人际服务的人格特质. 这项措施是为了更好的理解进行两种文化(加拿大和法国)之间的服务的期望,. 两种文化中均有五维结构, 但是他们有不同的的特征和群组. 我们揭示了这些特征的不同. 利用Hofstede(1991)的文化维度解释了整体的加拿大人和法国人的人格结构本研究结果为当服务转移到不同的文化中他们的感知会不一样甚至导致服务失败的原因提供了一个可能的解释. 很显然, 在加拿大和法国消费者之间有一些文化差异和根据他们他们的消费经历的总体期望的不同. 回顾法国人和加拿大人人格结构的第一个因子表明在加拿大和法国文化中个人主义/集体主义很显然不同. 第二维度也有不少的特点是相同的, 五个, 所有这一切都有个人的待遇方面的经验告诉我们, 一个餐厅服务提供商将负责: 有礼貌, 尊重和奉献. 值得注重的是, 法国维度不包括真实性和好客方面的经验, 但包含更多所固有的人际互动的特性, 例如迷人, 彬彬有礼. 第三维度的加拿大和法国的结构反映了完全不同的期望. 法国维度的中心是能量和热情, 在加拿大的维度是更加平易近人的清爽. 在法国还有外向性维度, 而加拿大有内向性维度. 这可以用Hofstede (1991)所提出的不确定避免维度的不同来解释. 第四维度似乎可以证实概括的文化差异. 加拿大人, 在不确定性规避和权力距离上较低, 更喜欢亲密和私人经验, 法国人继续期待外向性和包容的特征. 第五维度是在法国的人格结构中有清晰的表达, 在高权利距离社会中, 餐厅所扮演的角色的经验有明确的规定和规则. 这项研究表明不同的文化确实涉及到不同方面的人际关系的服务. 这在法国人和加拿大人的人格结构维度中很明显, 不仅是他们是多么不同,他们都还可从文化维度去解释. 对于人际服务, 性格特征的使用很有趣, 因为它可以解释实体和服务特征. 另外, 这个社会所固有的人际服务包含了服务人格结构的大部分维度. 社会交流是非常重要的, 尤其在跨文化的情况下. 该研究表明, 通过使用Hofstede(1991的)范式, 并不是所有的社会都有相同的期望与人际关系的服务. 另外, 传统的类型的服务也可以影响国与国之间的不同服务评价和文化. 然而, 用人格特质可能也允许零售商, 看看哪个服务特点是常见的在两种或两种以上文化的地方. 结果表明, 集体主义和个人主义的重要性, 人与人之间的服务的维度. 这种加拿大人和法国人人格结构的差异在最主要的维度上是显而易见的. 结果在解释零售商能如何转移然后测量跨文化人际服务方面有帮助.

• 대한통합의학회지
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• 제11권4호
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• pp.237-246
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• 2023

Purpose : This study investigated the effects of personality and sensory processing on college life adaptation in students majoring in occupational therapy. Methods : We conducted a survey study on 251 college students from March to May 2023. Personality, sensory processing, and college life adaptation were measured through the international personality item pool, adolescent/adult sensory profile, and student adaptation to college questionnaire, respectively. The general characteristics of students were analyzed using frequency analysis, and differences in college life adaptation and sensory processing characteristics were analyzed using independent t-tests and one-way ANOVA. The relationship between personality, sensory processing, and college life adaptation scores was analyzed using Pearson correlation analysis. The impact of personality and sensory processing on college life adaptation was analyzed using multivariate regression analysis using SPSS 25.0. Results : Correlations of all five personality factors, except openness to experience, were observed with students' college life adaptation. According to sensory processing characteristics, differences in college life adaption showed significant differences in sensory avoidance, poor registration, and sensory sensitivity. The variance of college life adaptation explained by each factor (based on R²) were 46% by personality and 26% by sensory processing. Among personality traits, neuroticism had a negative effect on college life adaptation, agreeableness and extroversion had positive effects, and low registration during sensory processing had a negative effect. Conclusion : This study suggests the provision of various activities and creation of an environment for college students with low sensory registration and neurotic traits to encourage positive changes. The results can be used to design a program that helps college students adapt to occupational therapy majors.

• 마케팅과학연구
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• 제17권4호
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• pp.1-22
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• 2007

본 연구는 호텔기업의 종업원 서비스지향성이 종업원의 서비스성과, 직무만족, 그리고 조직몰입에 미치는 영향을 연구하기 위한 것이다. 이를 위하여 부산지역 특1급 호텔에 근무하는 278명의 종업원들로부터 데이터를 수집하였다. 분석결과는 다음과 같다. 첫째, 호텔기업 종업원의 서비스지향성이 높을수록, 서비스성과, 직무만족, 그리고 조직몰입이 높아지는 것으로 나타났다. 둘째, 서비스성과가 높을수록, 직무만족, 조직몰입이 높아지는 것으로 나타났다. 셋째, 직무만족이 높을수록, 조직몰입이 높아지는 것으로 나타났다. 마지막으로, 본 연구의 시사점과 한계점, 그리고 향후 연구방향이 제시되었다.

• 말소리와 음성과학
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• 제9권4호
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• pp.59-67
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• 2017

Regardless of their intention, listeners tend to assess speakers' personalities based on the sounds of the speech they hear. Assessment criteria, however, have not been fully investigated to indicate whether there is any relationship between the acoustic cue of produced speech sounds and perceived personality impression. If properly investigated, the potential relationship between these two will provide crucial insights on the aspects of human communications and further on human-computer interaction. Since human communications have distinctive characteristics of simultaneity and complexity, this investigation would be the identification of minimum essential factors among the sounds of speech and perceived personality impression. The purpose of this study, therefore, is to identify significant associations between the speech sounds and perceived personality impression of speaker by the listeners. Twenty eight subjects participated in the experiment and eight acoustic parameters were extracted by using Praat from the recorded sounds of the speech. The subjects also completed the Neo-five Factor Inventory test so that their personality traits could be measured. The results of the experiment show that four major factors(duration average, pitch difference value, pitch average and intensity average) play crucial roles in defining the significant relationship.

• 한국의류산업학회지
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• 제18권2호
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• pp.167-175
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• 2016

Brand personality is the human-like traits of brands that consumers can use to identify brands. Despite the importance of brand personality, there has been limited research about it in Korea recently, especially for casual apparel brands. Considering the changes in lifestyle and the increasing popularity of leasure activities in Korea, it is important to analyze the brand personality of casual brands for understanding Korean consumers. This study aimed to analyze the brand personalities of eight well-known casual brands in Korea, and to investigate the relationship between the brand personalities and brand preference. Specifically, this study questioned whether the similarity in brand personalities leads to similar patterns of preference for the brands. The eight brands were carefully selected so that they can well represent the diversity in the dimensions of perceived brand personality, while also being well-known to the participants of the survey. Factor analysis of the data from the survey of Korean university students yielded five factors of brand personality: liveliness, high class, ordinariness, rationality, and reliability. The eight brands showed significant difference across the five factors. Multidimensional scaling analyses of the brands were conducted based on the similarity in brand personality and brand preference respectively. The result showed significant difference in the relative distribution of the eight brands in the two-dimensional space of the analyses.

• KIEAE Journal
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• 제16권4호
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• pp.5-20
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• 2016

Purpose: The objective of this study is to divide personal traits of the elderly living in a rural area into extraversion, agreeableness, openness, conscientiousness, neuroticism, and loneliness and to identify the relationship between personal traits and receptivitiy to sharing living space in communal shared housing. Method: Subjects of this study are the elderly of ages greater than 55 living in Yeongwol-gun, Gangwon-do. Depending on how often elderly welfare facility was used, places where the elderly gathered were divided into a senior citizen center, senior welfare center, and other places where they often gathered. The researchers visited each of the places directly and conducted a survey with face-to-face interviews. Result: The collected data consisting of 124 respondents were analyzed through SPSS statistical program. It showed that 5 personal traits, except for agreeableness, had statistically significant difference. Extrovert and low lonely elderly people had high receptivity. The relationship between personal traits and acceptable shared space revealed differently depending on the function of space. Especially, shared resting space was related to low emotion-oriented trait, such as neuroticism and loneliness, while shared hobby and sanitary space were related to strong management-oriented trait of conscientiousness. These findings demonstrate the importance of understanding personal traits in predicting receptivitiy to sharing living space. Also, it is necessary to compare the degree of receptivity to sharing living space based on personal traits and to plan shared space in several levels, such as full sharing, partial sharing, and individual use, to develop and supply communal shared housing successfully.

• 마케팅과학연구
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• 제18권3호
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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.

• 품질경영학회지
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• 제42권1호
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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.

• 인터넷정보학회논문지
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• 제17권3호
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• pp.95-106
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• 2016

본 연구는 페이스북 이용자의 성격특성이 페이스북 이용유형과 어떠한 관련이 있으며, 페이스북을 실제로 이용하면서 이용자들의 성격에 따라 페이스북 몰입의 정도가 다르게 나타나는 지를 실증적으로 알아보고자 하였다. 페이스북을 가장 활발히 이용하는 대학생들을 대상으로 설문조사를 실시하였으며, 이들의 성격 5요인, 페이스북 이용유형, 그리고 SNS 몰입 척도를 이용하여 측정하였다. 분석결과 외향성과 친화성은 이용유형의 하위요인 중 정보확산에 정적인 영향을 미쳤으며, 개방성, 성실성, 신경증은 정보생산에 유의미한 영향을 미치는 것으로 드러났다. 또한 이용자의 성격 요인이 몰입에 미치는 영향을 살펴본 결과, 외향성은 지속적, 규범적 몰입에 영향을 미치는 것으로 나타났으며, 신경증은 지속적, 규범적, 정서적 몰입 모두에 정적인 영향력을 미치는 것으로 나타났다. 이러한 본 연구의 결과는 페이스북 이용에 있어 이용자의 성격특성에 따라 SNS 이용유형과 몰입의 종류와 정도가 각각 달라질 수 있음을 시사한다.

• 영재교육연구
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• 제14권2호
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• pp.75-99
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• 2004

본 연구는 영재아동과 일반아동의 성격 특성의 차이와 영재아동의 성별에 따른 성격 특성의 차이를 알아보는 것이다. 부산광역시에 소재하고 있는 2개 초등학교 4-6학년에 재학 중인 아동 237명과 초등학교 4-6학년에 재학 중인 아동 중 담임교사를 통해 학교에서의 성취(집단지능검사나 학업성취 등)가 상위 5% 이내이거나, 교사가 영재로 지목한 학생들을 K-WISC-III를 실시하여 IQ지수가 130이 넘은 아동 108명을 대상으로 5요인 아동용 성격검사를 실시하였다. 연구 결과, 첫째, 영재아동과 일반아동은 신경증, 외향성, 개방성, 성실성에서 큰 차이를 보였으나 친화성은 별 차이가 없었다. 둘째, 영재여아와 영재남아는 성격 측면에서 두드러진 차이를 보이지 않았다. 그러나 하위 요인에서 영재남아는 신경증의 하위요인인 수줍음(위축)과 개방성의 하위요인인 영리성이 영재여아보다 유의미하게 높았고, 외향성의 하위요인인 자극추구성은 유의미하게 낮았다. 이러한 연구 결과는 아동의 정서적 안정이나 적극성, 열정, 그리고 사물과 상황을 바라보는 개방적인 사고와 높은 성취욕구와 유능감 등이 영재아동의 두드러진 특서이라 할 수 있으며 영재아동의 잠재력을 최대한 발휘할 수 있는 교수-학습 프로그램을 구성하기 위해서는 성의 차이를 고려하기보다는 개개인의 성격 차이를 고려하여야 함을 시사한다.