• Title/Summary/Keyword: INDIVIDUAL

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Womans' Father Complex in Fairy-Tales - Focused on two Korean Fairy-Tales <Shimchung> und <Barli Princess> - (한국 민담에서 살펴본 여성의 부성 콤플렉스 - <심청전>과 <바리공주> 중심으로 -)

  • Youkyeng Lee
    • Sim-seong Yeon-gu
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    • v.25 no.1
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    • pp.65-101
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    • 2010
  • By considering the final purpose and meaning of two fairy-tales, we can summarize two things. Firstly, a woman with father complex not only positive, but also negative can easily sacrifice her femininity and her own personality as an individual. A woman with father complex has to get out of father imago. By separating from father imago, she can make her own steps to realize her own personality, namely individuation. During normal development, detachment to instinct and archetypal contents can cause problems normally to the ego consciousness. Contrary to this developmental notion, women with father complex experience problems because they are too closely attached to father archetype. Therefore, continuous excessive identification of ego with father imago or a state of ego caught by father imago leads to death of her own personality. Some women intentionally attach to father imago in order to be powerful or to receive magical power of father archetype to make compensation to her inferiority and deficiency. Weak ego wants to be stronger and superior by intentional attachment to father imago. Then, she can succeed in some tasks in life. But These successes are not by her own effort, but by magical or superhuman power of father imago. During early childhood, young girl with weak ego strongly attaches to father imago to make success and achieve goals by magical power. She wants to compensate her weak ego. But the more her ego makes successes in real life with help of father imago, the more she loses her own character or personality. Ego can be strong enough only when it is detached or separated itself from father imago. In other side, there is a woman destined to realize request by the father imago. She is chosen by the collective unconscious, though she try to run away from dominant power. In this case, ego of selected woman is not weak. She is destined to be a heroine. She knows that she has to complete every task given to her to realize what father imago wants, and she will not own any of her products at all. She is a real or true heroine. She wants to avoid her destiny, but she can't and should not do it. Secondly, a woman with father complex is called for again to save father imago or to solve problems of father imago. In this case, father imago of a woman should be considered to be related to the collective conscious. Therefore, it is said that all women with father complex are invited for healing the society or the collective consciousness. To complete this request, she has to heal herself by recovering her femininity. The healing power is based on the maternal receptive capacity. In modern society, the women are always demanded to be a social being. These social demands can make women caught by father complex. In this sense, number of women with father complex are increasing. Through the understanding of two fairy-tales, increased number of women with father complex should be easily considered as events at personal level, but seriously considered as a phenomenon reflecting problems in the collective consciousness of our age. In the other hand, all women with father complex are invited to solve the problem of modern society. She will be able to realize her own individuation without being possessed by father imago, to save our society and to become a heroine of our age.

A Study on the Trip Pattern of Workers at Gwangyang Port : Focusing on home-based work(HBW) trip Using Mobile Carrier Big Data (광양항 근로자의 통행 패턴에 관한 연구 : 모바일 통신사 빅데이터를 활용한 가정기반 통근(HBW) 통행을 중심으로)

  • So, Ae-Rim;Shin, Seung-Sik
    • Journal of Korea Port Economic Association
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    • v.39 no.4
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    • pp.1-21
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    • 2023
  • This study analyzed workers' residence and home-based work(HBW) trip by utilizing data from mobile carrier base stations of Gwangyang Port and terminal workers. In the past, research on port-related traffic or trip patterns mainly focused on cargo-based movement patterns for estimating cargo volume and port facilities, but this study analyzed trip patterns for workers in Gwangyang Port ports and related industries. As a result of the analysis, the average number of regular workers in the port hinterland Gwangyang Port was 1,295 per month, and the residence of workers was analyzed in Gwangyang City (66.1%)>Suncheon City (26.6%)>Yeosu City (3.1%). The average number of temporary workers in the hinterland was 2,645 per month, and Gwangyang City (45.8%)>Suncheon City (20.1%)>Yeosu City (5.7%). Next, the average number of regular workers at Gwangyang Port terminals was 753 per month, and Gwangyang City (66.1%)>Suncheon City (28.9%)>Yeosu City (3.3%) was analyzed. The average number of temporary workers at Gwangyang Port terminals was 1,893 per month, and Gwangyang City (50.8%)>Suncheon City (19.7%)>Yeosu City (9.8%). This study is expected to calculate the number of workers based on individual traffic using actual mobile carrier data to estimate the actual number of workers if the workplace address and actual work place are different, such as in port-related industries. This study is the first to be conducted on workers at Gwangyang Port. It is expected to be used as basic data for settlement conditions and urban planning, as well as transportation policies for port workers, by identifying the population coming from areas other than Gwangyang, where Gwangyang Port is located.

Exploring the Meaning of Church Lifelong Education Participation Experience through Coaching of Middle-Aged female lay Ministers (중년여성 평신도 사역자의 코칭을 통한 교회평생교육 참여경험 의미탐색)

  • Eunyoung Jeong
    • Journal of Christian Education in Korea
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    • v.77
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    • pp.29-46
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    • 2024
  • Research Purpose : This study originated from a request for education and counseling to reassess the role of middle-aged lay women in the church. The research purpose is to analyze the significance, transformation, and impact of learning participation by investigating how individuals' needs are addressed through a lifelong education program designed as a pilot course. The study aims to examine how middle-aged women who have actively participated in church activities, reflect on their faith, ministry, and life through the church's lifelong education program. Research content and method : The study examines the process in which middle-aged women who have actively collaborated in church activities reflect on their faith, ministry, and lives through church lifelong education programs. The research method involves qualitative research focused on observation journals and interviews. Participants are selected through preliminary interviews based on having over 13 years of church ministry experience and an interest in lifelong education. Data is collected primarily through stories experienced in ministry. The research results are categorized into motivation for participation, learning experiences, and the meaning of participation. Firstly, the motivation for participation was seeking better self through identity restoration and challenges. Secondly, learning experiences were moments of healing and restoration in redesigning oneself. Thirdly, the meaning of participation was relational restoration and expansion. Ultimately, it was found that coaching through church lifelong education facilitated the recovery and transformation of participants' faith and ministry. Conclusion and Recommendation : Church lifelong education through coaching restored and brought about change in the faith and ministry of the research participants. To summarize the meaning of the experience of participating in lifelong learning, it involves: first, 'recognizing the meaning and possibility of one's own development,' second, 'healing and restoration of self-esteem,' third, 'restoration and expansion of relationships,' and finally, 'the discovery of one's true self.' Middle-aged women who have lived a role-centered life rather than focusing on individual faith have a strong desire to live as their complete selves. Therefore, a program should be developed that provides time for individuals to reflect on and diagnose their lives, while also seeking new visions. Therefore, we propose follow-up research with the hope that a variety of coaching-related church lifelong education will be developed and provide practical assistance to numerous lay ministers.

A Study on the Development of Educational Smart App. for Home Economics Classes(1st): Focusing on 'Clothing Preparation Planning and Selection' (가정과수업을 위한 교육용 스마트 앱(App) 개발연구(제1보): 중1 기술·가정 '의복 마련 계획과 선택'단원을 중심으로)

  • Kim, Gyuri;Wee, Eunhah
    • Journal of Korean Home Economics Education Association
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    • v.35 no.3
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    • pp.47-66
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    • 2023
  • The purpose of this study was to develop an educational smart app for classes by reconstructing some of the teaching-learning contents of the clothing preparation planning within the 'clothing preparation planning and selection' curriculum unit. To this end, a teaching-learning process plan was planned for the classes, a smart app was developed for classes, and feedback from home economics teachers and app development experts was received for the developed app. The main composition of the developed app consists of five steps. The first step is to set up a profile using a real photo, ZEPETO or Galaxy emoji, or iPhone Memoji. In the second step, students make a list of clothes by figuring out the types, quantities and conditions of their exisitng wardrobe items. Each piece of clothing is assigned an individual registration number, and stduents can take pictures of the front and back, along with describing key attributes such as type, color, season-appropriateness, purchase date, and current status. Step three guides students in deciding which garments to retain and which to discard. Building on the clothing inventory from the previous step, students classify items to keep and items to dispose of. In Step 4, Deciding How to Arrange Clothing, students decide how to arrange clothing by filling out an alternative scorecard. Through this process, students can learn in advance the subsection of resource management and self-reliance, laying the foundationa for future learning in 'Practice of Rational Consumption Life'. Lastly, in the fifth stage of determining the disposal method, this stage is to develop practical problem-oriented classes on how to dispose of the clothes to be discarded in the thirrd stage by exploring various disposal methods, engaging in group discussions, and sharing opinions. This study is meaningful as a case study as an attempt to develop a smart app for education by an instructor to align teaching plans and educational content with achievement standards for the class. In the future, upgrades will have to be made through user application.

A Discovery of the Creative Healing Properties in the Unconscious of Alcoholics: From the Perspective of Analytical Psychology (알코올 중독에서 발견되는 무의식의 창조적 치유 활동: 분석심리학의 관점에서)

  • Kihong Baek
    • Sim-seong Yeon-gu
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    • v.39 no.1
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    • pp.129-183
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    • 2024
  • This study is an attempt to get closer to the psychological truth of alcohol addiction. After reviewing previous related studies, the experiences of Korean alcoholics were examined, encompassing both the conscious and unconscious aspects. In order to approach the unconscious, the researcher paid attention to the series of dreams that the patients reported, from the perspective of Jungian dream analysis. Working with dreams brought considerable benefits in increasing patient's involvement in the therapeutic process and fostering therapist-patient alliance. It also helped to understand patients' conscious and unconscious aspects further. The results were as follows. On the conscious level, patients showed a long-standing alienation from their true emotional needs, a lack of sufficient experience in genuinely expressing and being accepted with one's own emotion, resulting in the need for emotional re-experience, along with the intense longing for maternal affection. This also meant that they were in need for maternal re-experience, and at the same time, for the associated paternal re-experience. Furthermore, the researcher identified that certain powerful archetypal complexes had been activated in the patient's unconscious in response to their conscious situations, triggering the destructive shadows to emerge and exert a strong influence on their conscious lives. The series of reported dreams shows how the unconscious always properly and diligently compensates, modifying the perspective and attitude of the conscious and gradually opening the doors to healing, even for alcoholic patients. This indicates that the unconscious carries out a specific and consistent guidance role so the conscious can realize and adequately respond to it, and that it also provides the creative force for transforming the conscious life. These findings suggest that alcohol addiction is a psychological condition that can jeopardize one's life by allowing the powerful energy of the unconscious to penetrate the conscious, but at the same time, have the purpose and direction to urge the creative transformation of one's conscious life. From these results, it can be concluded that the first step towards true recovery is for the individual to turn their attention towards the psychological truth occurring within themselves. In this regard, the therapist's role is crucial. This also suggests that various attempts in the field of addiction treatment will blossom their real values when they contribute, directly or indirectly, to the development of one's self-awareness since as long as one continues to turn away from the psychological truth and persist in craving for false objects, their creative healing properties in the unconscious could rather have negative and destructive impacts on their life.

An Analysis of Inscription Trends of UNESCO World Heritage Cultural Landscapes (유네스코 세계유산 문화경관 등재 경향 분석)

  • Lee, Jaei;Sung, Jong-Sang
    • Journal of the Korean Institute of Landscape Architecture
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    • v.52 no.4
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    • pp.18-31
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    • 2024
  • This study examines the inscription trends and characteristics of 121 cultural landscapes inscribed on the UNESCO World Heritage List to gain a comprehensive understanding of their inherent values and attributes. By employing a dual methodology involving descriptive statistical analysis and in-depth case studies, this research investigates the geographical distribution, temporal inscription patterns, selection criteria, and typologies of these landscapes. The data for this study were collected from official documents and databases available on the UNESCO World Heritage Center website, ensuring the reliability and authenticity of the information. The analysis reveals that cultural landscapes are predominantly concentrated in Europe and Asia, with a steady increase in inscriptions since 1992. These landscapes are primarily recognized for their uniqueness in reflecting human-nature interactions, as well as the importance of traditional culture and land-use practices, resulting in their inscription mainly under criteria (iv), (iii), (v), and (ii). Furthermore, cultural landscapes can be broadly categorized into three types: designed landscapes, organically evolved landscapes, and associative landscapes. Among these, organically evolved landscapes, formed through long-term interactions between human activities such as agriculture and industry and the natural environment, constitute a significant proportion. These findings suggest that UNESCO World Heritage cultural landscapes possess a complex value system encompassing nature and culture, tangible and intangible elements, and material and non-material aspects. This necessitates a fundamental shift in the perception and preservation approaches to cultural heritage, requiring an integrated approach that emphasizes the overall context rather than individual elements and focuses on the dynamic process of landscape evolution itself. Moreover, cultural landscapes have the potential to contribute to sustainable development models by fostering regional identity, strengthening community resilience, and promoting sustainable economic growth. Therefore, the preservation and management of cultural landscapes require a perspective that holistically views the dynamic evolution process of the landscape and a governance system based on the active participation of local communities and stakeholders. This study contributes to enhancing the in-depth understanding of the characteristics and values of cultural landscapes and provides a foundation for the selection and management of future cultural landscape heritage sites.

Changes in Growth and Antioxidant Phenolic Contents of Kale according to CO2 Concentration before UV-A Light Treatment (UV-A 조사 전 CO2 농도에 따른 케일의 생육과 항산화적 페놀릭 함량 변화)

  • Jin-Hui Lee;Myung-Min Oh
    • Journal of Bio-Environment Control
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    • v.32 no.4
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    • pp.342-352
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    • 2023
  • Ultra-violet (UV) light is one of abiotic stress factors and causes oxidative stress in plants, but a suitable level of UV radiation can be used to enhance the phytochemical content of plants. The accumulation of antioxidant phenolic compounds in UV-exposed plants may vary depending on the conditions of plant (species, cultivar, age, etc.) and UV (wavelength, energy, irradiation period, etc.). To date, however, little research has been conducted on how leaf thickness affects the pattern of phytochemical accumulation. In this study, we conducted an experiment to find out how the antioxidant phenolic content of kale (Brassica oleracea var. acephala) leaves with different thicknesses react to UV-A light. Kale seedlings were grown in a controlled growth chamber for four weeks under the following conditions: 20℃ temperature, 60% relative humidity, 12-hour photoperiod, light source (fluorescent lamp), and photosynthetic photon flux density of 121±10 µmol m-2 s-1. The kale plants were then transferred to two chambers with different CO2 concentrations (382±3.2 and 1,027±11.7 µmol mol-1), and grown for 10 days. After then, each group of kale plants were subjected to UV-A LED (275+285 nm at peak wavelength) light of 25.4 W m-2 for 5 days. As a result, when kale plants with thickened leaves from treatment with high CO2 were exposed to UV-A, they had lower UV sensitivity than thinner leaves. The Fv/Fm (maximum quantum yield on photosystem II) in the leaves of kale exposed to UV-A in a low-concentration CO2 environment decreased abruptly and significantly immediately after UV treatment, but not in kale leaves exposed to UV-A in a high-concentration CO2 environment. The accumulation pattern of total phenolic content, antioxidant capacity and individual phenolic compounds varied according to leaf thickness. In conclusion, this experiment suggests that the UV intensity should vary based on the leaf thickness (age etc.) during UV treatment for phytochemical enhancement.

Factor Influencing Unmet Healthcare Needs among People with Disabilities (장애인의 미충족의료 경험에 영향을 미치는 요인)

  • Bo Hui Park;Kyoung Eun Yeob;Eun Hye Choi;So Young Kim;Jong Hyock Park
    • Health Policy and Management
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    • v.34 no.3
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    • pp.271-281
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    • 2024
  • Background: The unmet healthcare needs (UHNs) of people with disabilities (PWD) are not only detrimental to their quality of life but also can lead to serious health outcomes including death. A variety of factors including socioeconomic, personal, and environmental factors affect UHNs for PWD. Previous studies focused on individual socioeconomic and disability characteristics as influencing factors. Our studies included environmental factors that have a significant impact on the use of healthcare service by PWD. Methods: We analyzed the UHNs status and influencing factors among 4,326 adults with disabilities using the Korea Disability Life Data. Chisquare analysis identified differences in UHNs by general, disability, and environmental characteristics. Logistic regression determined factors affecting UHNs. Results: Those with low educational level (adjusted odds ratio [aOR], 1.229; 95% confidence interval [CI], 1.024-1.475), those with low income level (aOR, 1.416; 95% CI, 1.015-1.976), those who enrolled in private insurance (aOR, 1.234; 95% CI, 1.018-1.496), those who need help with daily living (aOR, 1.298; 95% CI, 1.059-1.592), those who did not go out (OR, 1.566; 95% CI, 1.274-1.924), those who use taxis (aOR, 1.407; 95% CI, 1.047-1.891) or call taxi for people with disabilities when going to the hospital (aOR, 1.370; 95% CI, 1.001-1.875), the communication disabled (aOR, 1.304; 95% CI, 1.029-1.651), those with poor subjective health status (aOR, 1.248; 95% CI, 1.043-1.494), those who felt the explanation of treatment results was insufficient (aOR, 4.035; 95% CI, 1.365-11.927), hose dissatisfied with healthcare services (aOR, 3.515; 95% CI, 2.741-4.508) were more likely to experience UHNs. Conclusion: Effective healthcare service provision for PWD requires not only financial assistance but also social support, along with education for healthcare staff, policies that consider the characteristics of disabilities.

Associations between Socioeconomic Factors and Healthy Life Expectancy at Regional Level in Korea (대한민국 지역단위 건강수명과 사회경제적 요인 간의 연관성 분석)

  • Chung-Nyun Kim;Yoon-Sun Jung;Young-Eun Kim;Minsu Ock;Dal-Lae Jin;Seok-Jun Yoon
    • Health Policy and Management
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    • v.34 no.3
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    • pp.261-270
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    • 2024
  • Background: Various researchers are calculating the health adjusted life expectancy (HALE) at the regional level in South Korea using several methods, most studies merely enumerate the differences in healthy life expectancy based on social characteristics. This study aims to analyze the association between various sociodemographic factors and HALE at the regional level. Methods: To calculate HALE, we utilized the various data sources, including National Health Insurance claims data, and applied the Sullivan's method. We conducted multiple linear regression with regional socioeconomic variables from Korean Statistical Information Service. For the multiple linear regression analysis, we designed three regression models. Model 1 comprised solely socioeconomic variables, model 2 involved both socioeconomic variables and individual health behaviors, and model 3 integrated model 2 with healthcare utilization. Results: The analysis shows that an increase in financial independence (p<0.05), population density (p<0.1), and the number of doctors (p<0.05) associated with an increase in HALE, whereas an increase in the number of beds (p<0.01) was associated with a decrease in HALE. In case of the obesity rate, in model 2 (p<0.1) and model 3 (p<0.05), there was a negative association between HALE and obesity rate. Conclusion: Amidst various variables, it was observed that increased financial independence in specific regions had association with an increase in HALE, highlighting the need for stronger local governance in South Korea. Additionally, the inverse association between hospital beds and HALE suggests several implications, such as the appropriate deployment of healthcare resources. To gain a deeper understanding of the relationship between hospital beds and HALE, further analysis distinguishing different types of hospital beds across healthcare institutions seems necessary.

The Effect of Mutual Trust on Relational Performance in Supplier-Buyer Relationships for Business Services Transactions (재상업복무교역중적매매관계중상호신임대관계적효적영향(在商业服务交易中的买卖关系中相互信任对关系绩效的影响))

  • Noh, Jeon-Pyo
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.4
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    • pp.32-43
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    • 2009
  • Trust has been studied extensively in psychology, economics, and sociology, and its importance has been emphasized not only in marketing, but also in business disciplines in general. Unlike past relationships between suppliers and buyers, which take considerable advantage of private networks and may involve unethical business practices, partnerships between suppliers and buyers are at the core of success for industrial marketing amid intense global competition in the 21st century. A high level of mutual cooperation occurs through an exchange relationship based on trust, which brings long-term benefits, competitive enhancements, and transaction cost reductions, among other benefits, for both buyers and suppliers. In spite of the important role of trust, existing studies in buy-supply situations overlook the role of trust and do not systematically analyze the effect of trust on relational performance. Consequently, an in-depth study that determines the relation of trust to the relational performance between buyers and suppliers of business services is absolutely needed. Business services in this study, which include those supporting the manufacturing industry, are drawing attention as the economic growth engine for the next generation. The Korean government has selected business services as a strategic area for the development of manufacturing sectors. Since the demands for opening business services markets are becoming fiercer, the competitiveness of the business service industry must be promoted now more than ever. The purpose of this study is to investigate the effect of the mutual trust between buyers and suppliers on relational performance. Specifically, this study proposed a theoretical model of trust-relational performance in the transactions of business services and empirically tested the hypotheses delineated from the framework. The study suggests strategic implications based on research findings. Empirical data were collected via multiple methods, including via telephone, mail, and in-person interviews. Sample companies were knowledge-based companies supplying and purchasing business services in Korea. The present study collected data on a dyadic basis. Each pair of sample companies includes a buying company and its corresponding supplying company. Mutual trust was traced for each pair of companies. This study proposes a model of trust-relational performance of buying-supplying for business services. The model consists of trust and its antecedents and consequences. The trust of buyers is classified into trust toward the supplying company and trust toward salespersons. Viewing trust both at the individual level and the organizational level is based on the research of Doney and Cannon (1997). Normally, buyers are the subject of trust, but this study supposes that suppliers are the subjects. Hence, it uniquely focused on the bilateral perspective of perceived risk. In other words, suppliers, like buyers, are the subject of trust since transactions are normally bilateral. From this point of view, suppliers' trust in buyers is as important as buyers' trust in suppliers. The suppliers' trust is influenced by the extent to which it trusts the buying companies and the buyers. This classification of trust using an individual level and an organization level is based on the suggestion of Doney and Cannon (1997). Trust affects the process of supplier selection, which works in a bilateral manner. Suppliers are actively involved in the supplier selection process, working very closely with buyers. In addition, the process is affected by the extent to which each party trusts its partners. The selection process consists of certain steps: recognition, information search, supplier selection, and performance evaluation. As a result of the process, both buyers and suppliers evaluate the performance and take corrective actions on the basis of such outcomes as tangible, intangible, and/or side effects. The measurement of trust used for the present study was developed on the basis of the studies of Mayer, Davis and Schoorman (1995) and Mayer and Davis (1999). Based on their recommendations, the three dimensions of trust used for the study include ability, benevolence, and integrity. The original questions were adjusted to the context of the transactions of business services. For example, a question such as "He/she has professional capabilities" has been changed to "The salesperson showed professional capabilities while we talked about our products." The measurement used for this study differs from those used in previous studies (Rotter 1967; Sullivan and Peterson 1982; Dwyer and Oh 1987). The measurements of the antecedents and consequences of trust used for this study were developed on the basis of Doney and Cannon (1997). The original questions were adjusted to the context of transactions in business services. In particular, questions were developed for both buyers and suppliers to address the following factors: reputation (integrity, customer care, good-will), market standing (company size, market share, positioning in the industry), willingness to customize (product, process, delivery), information sharing (proprietary information, private information), willingness to maintain relationships, perceived professionalism, authority empowerment, buyer-seller similarity, and contact frequency. As a consequential variable of trust, relational performance was measured. Relational performance is classified into tangible effects, intangible effects, and side effects. Tangible effects include financial performance; intangible effects include improvements in relations, network developing, and internal employee satisfaction; side effects include those not included either in the tangible or intangible effects. Three hundred fifty pairs of companies were contacted, and one hundred five pairs of companies responded. After deleting five company pairs because of incomplete responses, one hundred five pairs of companies were used for data analysis. The response ratio of the companies used for data analysis is 30% (105/350), which is above the average response ratio in industrial marketing research. As for the characteristics of the respondent companies, the majority of the companies operate service businesses for both buyers (85.4%) and suppliers (81.8%). The majority of buyers (76%) deal with consumer goods, while the majority of suppliers (70%) deal with industrial goods. This may imply that buyers process the incoming material, parts, and components to produce the finished consumer goods. As indicated by their report of the length of acquaintance with their partners, suppliers appear to have longer business relationships than do buyers. Hypothesis 1 tested the effects of buyer-supplier characteristics on trust. The salesperson's professionalism (t=2.070, p<0.05) and authority empowerment (t=2.328, p<0.05) positively affected buyers' trust toward suppliers. On the other hand, authority empowerment (t=2.192, p<0.05) positively affected supplier trust toward buyers. For both buyers and suppliers, the degree of authority empowerment plays a crucial role in the maintenance of their trust in each other. Hypothesis 2 tested the effects of buyerseller relational characteristics on trust. Buyers tend to trust suppliers, as suppliers make every effort to contact buyers (t=2.212, p<0.05). This tendency has also been shown to be much stronger for suppliers (t=2.591, p<0.01). On the other hand suppliers trust buyers because suppliers perceive buyers as being similar to themselves (t=2.702, p<0.01). This finding confirmed the results of Crosby, Evans, and Cowles (1990), which reported that suppliers and buyers build relationships through regular meetings, either for business or personal matters. Hypothesis 3 tested the effects of trust on perceived risk. It has been found that for both suppliers and buyers the lower is the trust, the higher is the perceived risk (t=-6.621, p<0.01 for buyers; t=-2.437, p<0.05). Interestingly, this tendency has been shown to be much stronger for buyers than for suppliers. One possible explanation for this higher level of perceived risk is that buyers normally perceive higher risks than do suppliers in transactions involving business services. For this reason, it is necessary for suppliers to implement risk reduction strategies for buyers. Hypothesis 4 tested the effects of trust on information searching. It has been found that for both suppliers and buyers, contrary to expectation, trust depends on their partner's reputation (t=2.929, p<0.01 for buyers; t=2.711, p<0.05 for suppliers). This finding shows that suppliers with good reputations tend to be trusted. Prior experience did not show any significant relationship with trust for either buyers or suppliers. Hypothesis 5 tested the effects of trust on supplier/buyer selection. Unlike buyers, suppliers tend to trust buyers when they think that previous transactions with buyers were important (t=2.913 p<0.01). However, this study did not show any significant relationship between source loyalty and the trust of buyers in suppliers. Hypothesis 6 tested the effects of trust on relational performances. For buyers and suppliers, financial performance reportedly improved when they trusted their partners (t=2.301, p<0.05 for buyers; t=3.692, p<0.01 for suppliers). It is interesting that this tendency was much stronger for suppliers than it was for buyers. Similarly, competitiveness was reported to improve when buyers and suppliers trusted their partners (t=3.563, p<0.01 for buyers; t=3.042, p<0.01 for suppliers). For suppliers, efficiency and productivity were reportedly improved when they trusted buyers (t=2.673, p<0.01). Other performance indices showed insignificant relationships with trust. The findings of this study have some strategic implications. First and most importantly, trust-based transactions are beneficial for both suppliers and buyers. As verified in the study, financial performance can be improved through efforts to build and maintain mutual trust. Similarly, competitiveness can be increased through the same kinds of effort. Second, trust-based transactions can facilitate the reduction of perceived risks inherent in the purchasing situation. This finding has implications for both suppliers and buyers. It is generally believed that buyers perceive higher risks in a highly involved purchasing situation. To reduce risks, previous studies have recommended that suppliers devise risk-reducing tactics. Moving beyond these recommendations, the present study uniquely focused on the bilateral perspective of perceived risk. In other words, suppliers are also susceptible to perceived risks, especially when they supply services that require very technical and sophisticated manipulations and maintenance. Consequently, buyers and suppliers must solve problems together in close collaboration. Hence, mutual trust plays a crucial role in the problem-solving process. Third, as found in this study, the more authority a salesperson has, the more he or she can be trusted. This finding is very important with regard to tactics. Building trust is a long-term assignment; however, when mutual trust has not been developed, suppliers can overcome the problems they encounter by empowering a salesperson with the authority to make certain decisions. This finding applies to suppliers as well.

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