• Journal of Distribution Science
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• v.14 no.9
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• pp.73-83
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• 2016

Purpose - Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology - This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results - From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions - Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers' feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

• Management & Information Systems Review
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• v.34 no.4
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• pp.83-95
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• 2015

This study examines influences of service employees' relational efforts on gratitude, indebtedness and purchase behaviors. The results follower like these. First, service employees' relational efforts have positive effects on gratitude(feelings of gratitude and gratitude-based reciprocal behaviors). And gratitude has a positive effect on purchase behaviors. Second, service employees' relational efforts have positive effects on indebtedness and indebtedness has a positive effect on purchase behaviors. It means gratitude and indebtedness can use marketing factors to influence on consumer behavior. But, indebtedness showed significantly close to the threshold, and the impact of indebtedness on purchase behaviors has the lowest than feelings of gratitude and gratitude-based reciprocal behaviors. Thus, it needs to be careful to use indebtedness as a marketing factor.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.686-701
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• 2020

The purpose of this study is to find out how employee's gratitude disposition affects Organizational Citizenship Behavior(OCB) and empirically validating multiple mediation effect of perceived organizational support(POS) and job satisfaction. For this study, an online survey has been conducted on office workers to analyze 380 sets of answers, reviewed reliability and validity through CFA and used SPSS 25.0, AMOS 25.0, Macro Process 3.0, a bootstrap method to test hypothesis. As a result, it is verified that an employee's gratitude disposition positively affects OCB, POS and job satisfaction and that there exists a multiple mediation effect of POS and job satisfaction. In this study, it is validated that an employee's gratitude disposition has a positive influence on OCB and an employee's gratitude disposition, an individual trait, is a related antecedent variable of POS. The result of this study is meaningful that it suggests boosting gratitude disposition, a positive psychological factor, in an organization can positively affect employees' job attitude and organization effectiveness.

• Management & Information Systems Review
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• v.38 no.3
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• pp.21-34
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• 2019

It is a very important task for managers to motivate employees who work at service encounters where interaction with customers is important. The purpose of this study is to propose the trust of supervisor and supervisor's expressions as factors that can enhance or strengthen employees' prosocial behavior. Hierarchical regression analysis was used for this purpose. The results and implications are as follows. First, trust toward supervisors appeared to be a factor to improve employees'engagement. Second, job engagement has a positive effect on prosocial behavior of employees, that is, customer oriented behavior and organizational citizenship behavior. Finally, this work confirmed the moderating effect of the supervisor's gratitude expressions in the relationship between trust toward supervisor and job engagement. Research on gratitude in the marketing field is still in its infancy, and previous researches are focused on business and consumer relations. Expressing gratitude can be a natural tendency. This study suggests that gratitude expression should be introduced as part of organizational culture.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.592-601
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• 2018

The purpose of this study is to investigate the relationship among empathy ability, gratitude tendency, helping behavior, and happiness of college students and whether gratitude tendency and help behaviors are mediators in the relationship between empathy ability and happiness. For this purpose, Date were collected from 559 college students in S and K city. The SPSS 20.0 program was used to analyze the statistical data such as the mean and standard deviation of the data. To analyze the validity of the study, it conducted confirmatory factor analysis using AMOS. Finally, we analyzed the effect of empathy on happiness by using the bootstrap procedure in order to investigate the mediating effects of gratitude tendency and helping behavior. The results of the study are as follows. First, the correlation of each was positive. Second, in the relationship between empathy ability and happiness, the gratitude tendency was a statistically significant mediator. Third, helping behavior was a statistically significant mediator between empathy and happiness. Fourth, in the relationship between empathy ability and happiness, it did not do dual mediate to the gratitude tendency and help behavior. The implications and limitations of this study are discussed.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1125-1134
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• 2021

This study investigated development of Intention to Leave concept or model, by positioning psychological capital and gratitude, and job satisfaction as mediator to Intention to Leave. It is expected that findings contribute to Human Resource Management theories, specifically ones which are related to employee behavior. This study used qualitative approach in which survey and questionnaires were employed during data collection. This study was conducted in PT. Pupuk Kalimantan Timur located in Bontang, East Kalimantan. PT. Pupuk Kalimantan Timur was selected as the setting since it has had a lot of achievement. Population was 500 employees of PT. Pupuk Kalimantan Timur in Bontang, while total samples were 250. This study uses a sampling technique of proportional stratified random sampling. Data analysis methods were descriptive and quantitative. Inferential statistics, namely Generalized Structured Component Analysis (GSCA) were used to confirm model developed based on empirical data. This study showed that there is a significant and positive influence between Psychology Capital (X1) on Job Satisfaction (Y1) and Gratitude (X2) on Job Satisfaction (Y1). Gratitude is the strongest influencing variable on job satisfaction. Meanwhile, a significant but negative effect between Job Satisfaction (Y1) on Intention to Leave (Y2). This means that high job satisfaction will reduce the intention to leave.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.2
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• pp.95-106
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• 2019

This study examines how mental health promotion programs based on positive psychology brings changes in pleasant life, engaged life and meaningful life. This research considers 15 programs featuring 178 students during one semester. Pre-and-post examination of psychological well-being, depression and optimism were conducted to identify changes before and after the program. 56 students (32%) showed positive changes in all 3 factors. 15 students among them were selected for an in-depth interview for a qualitative case study. As a result of the quantitative study, a mental health promotion program based on positive psychology showed statistically significant positive changes in the pre-and-post examinations of psychological well-being, depression and optimism. Mental health promotion programs based on positive psychology showed positive changes in mental, cognitive and behavior perspectives in the fields of pleasant life, engaged life and meaningful life of college students. Specifically, positive psychology and thinking programs influenced students to become more enthusiastic and active in pursuing a pleasant life. Secondly, positive psychology intervention concerning engaged life brought a recognition of higher 'self-acceptance'. Thirdly, each individual spent more time and effort to experience more satisfaction and accomplishments. Lastly, subjects showed greater optimism after the program. Through the searching gratitude program, study subjects expanded their appreciation of their relationships with others.

• Korean Journal of Culture and Social Issue
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• v.28 no.2
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• pp.273-305
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• 2022

The purpose of this study is to understand and explore the essence of the self-care experiences of middle-aged one-person households considering their individual circumstances and situational context. In this study, 10 middle-aged people in one-person households were interviewed. The interview data were analyzed using the phenomenological analysis. In result, middle-aged one-person households considered self-care as 'means to protect themselves', 'preparation for their single life in late adulthood', and 'behavior to feel gratitude and happiness in the present.' Their motives for self-care were 'being aware of their physical aging and possibility of illnesse', 'feeling threatened about their safety', 'sensing that their daily livings may be at a risk', 'absence of a caregiven person who can take care of them', 'maintaining of their psychological health', 'being burned out from busy working schedules', and 'to lessen their own and their family's worries and anxiety.' Their specific ways of self-care were 'physical health care', 'private activities for emotional care', and 'meeting people.' Consequently, the self-care of middle-aged people had a positive impact on their work and relationships, lessened their sense of isolation, and brought comfort to their lives. Based on the results of the study, this study proposed the implications, limitations, and suggestions for further research.