• Journal of Information Technology Applications and Management
• /
• v.20 no.2
• /
• pp.127-146
• /
• 2013

The online social networking services (SNS) have been growing as the means of communication. In this study, we investigated word-of-mouth (WOM) effect under the SNS environment and evaluated the impact of message sender's influence on the WOM effect. Especially, this study focused on the betweenness centrality calculated through the social network analysis (SNA) of SNS network information, and proposed it as the measure of WOM message sender's influence, SNA may provide more accurate and objective measures than subjective self-reporting survey method. Fifty-one Facebook users responded to each of their four Facebook friends, who had been selected based on their betweenness centrality, Statistical analyses were performed using the responses and the betweenness centralities of the Facebook friends. The results showed that the direction (positive vs, negative) of a WOM message in SNS had an impact on the attitude of the message receiver toward the product. Moreover, the betweenness centrality of the message sender as well as his/her opinion leadership had a moderating effect on the WOM effect. Opinion leadership is a measure that has been frequently used for indicating the influence of WOM message sender in the previous studies. Considering the result that the betweenness centrality of the message sender was Significantly correlated to his/her opinion leadership, the betweenness centrality can be used for indicating the influence of WOM message sender.

• Journal of Fashion Business
• /
• v.20 no.1
• /
• pp.69-81
• /
• 2016

In this study investigated the effect of emotional labor, emotional exhaustion, and depression on the job-related attitudes. Sample subjects used in this study were salespeople of a fashion shop in Jeollabukdo and Jeollanamdo. Questionnaire data from 160 fashion shop salespeople were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of the study were as follows. First, emotional labor of salespeople was divided into 2 factors, surface acting and deep acting. Second, emotional labor had a significant influence on the emotional exhaustion and depression. Third, the surface acting of emotional labor had a positive influence on the emotional exhaustion and depression; whereas, the deep acting of emotional labor had a negative influence on the emotional exhaustion and depression. Fourth, the surface acting of emotional labor, emotional exhaustion, and depression had a negative influence on job involvement; in addition, the deep acting of emotional labor had a positive influence on job involvement. Fifth, the surface acting of emotional labor, emotional exhaustion, and depression had a positive influence on turnover intention; in addition, the deep acting of emotional labor had a negative influence on turnover intention.

• Culinary science and hospitality research
• /
• v.14 no.4
• /
• pp.368-384
• /
• 2008

This study was designed to investigate the results of a performance analysis on the effect of transformational leadership on the efficacy of organizational citizenship behavior of hotel convention employees. This study referenced the relevant literature, proposed hypotheses to solve the main issues of inquiry, and made a corresponding empirical analysis. For the empirical analysis, a questionnaire was given to a total of 149 kitchen and food & beverage banquet employees at a Seoul area deluxe hotel convention. The model was tested using SPSS 12.0 and AMOS 5.0 on a sample of 149 surveys, of which 71% constituted a usable response rate. The results of the empirical analysis show the following. 1) Charisma and vision have a significant effect on group efficacy. 2) Individual consideration and intellectual stimulation have significant influence on self efficacy. 3) Individual consideration and intellectual stimulation have significant influence on group efficacy. 4) Altruism and conscientiousness have significant influence on group efficacy. 5) Sportsmanship and civic virtue have significant influence on self efficacy.

• Journal of Wellbeing Management and Applied Psychology
• /
• v.5 no.2
• /
• pp.33-41
• /
• 2022

Purpose: The purpose of this study is to analyze the effect of attributes of online influencers on customers royalty mediated brand image and impulse buying. Research design, data and methodology: To conduct this study, a survey of 521 online user who experienced online shopping. Results: The empirical analysis results are as follows. First, among the influencer attributes, attractiveness, reliability, and expertise all had a significant positive effect on the brand image. Second, among the influencer attributes, only attractiveness had a significant positive influence on Purchase Intention. Third, the brand image had a significant positive influence on Purchase Intention. Fourth, while the influencer attributes did not have a significant influence on customer loyalty, brand image and Purchase Intention a significant positive influence on it. Conclusions: Among the influencer attributes, attractiveness and reliability had a significant positive mediating effect on customer loyalty through brand image, but the influencer attribute had no significant mediating effect through Purchase Intention. The influencer attribute had a significant positive mediating effect through brand image and Purchase Intention.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.23 no.4
• /
• pp.1-17
• /
• 2021

This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

• Culinary science and hospitality research
• /
• v.20 no.5
• /
• pp.93-100
• /
• 2014

This study performed to identify the relationships among experiential value, brand image, satisfaction and customer loyalty in context of full-service restaurant, and to find the moderating effect of gender on the formulated model. SPSS 18.0 and AMOS 18.0 were employed to conduct frequency analysis, reliability analysis, exploratory and confirmatory factor analysis, and multigroup analysis to examine moderating effect. Results confirmed the validity and reliability and found significant relationships among the constructs. First, two factors of experiential value (e.g., aesthetic and economic value) have positive influence on brand image, satisfaction, and brand image was significant predictor of customer satisfaction. Second, satisfaction was significant antecedent of attitudinal loyalty and the attitudinal loyalty has influence on behavioral loyalty. In addition, current study identified moderating effect of gender between playfulness and brand image even though there was on significant relationship between both constructs. These results will be meaningful for developing marketing strategies and successful business especially for full-service restaurants.

• Korea Journal of Hospital Management
• /
• v.21 no.2
• /
• pp.50-62
• /
• 2016

The study was conducted to compare organizational innovation depending on the leadership type of middle managers in general hospital. Moreover, the study was also to prove whether employees'readiness causes any differences to the link between leadership and organizational innovation. The result is based on 769 sheets of survey paper answered by administrations and nurses working at general hospitals or the same level of hospitals located in the metropolitan area. The methods of analysis used are as follows: reliability analysis, frequency analysis, t-test, ANOVA, multiple regression analysis, and hierarchical regression analysis. Main results of the study can be summarized as below. First, by analyzing the influence of task-behavior leadership on organizational innovation, R squre on knowledge management which is organizational innovation factor was 12.5%, R squre on creativity was 9.1%, and R squre on innovation behavior was 10.3%. Regression model appeared to be statistically significant as well. Both task-behavior and relationship-behavior leadership have influence on organizational innovation and it is learned that relationship-behavior leadership has a bigger influence on all the organizational innovation factors. Second, moderating effect of the employee's readiness is examined in terms of the link between leadership and organizational innovation. As a result, the member's readiness had positive influence when it comes to the link between leadership and organizational innovation. Also, after verifying moderating effect of readiness (ability/willingness), this study shows that ability readiness has positive influence on the link between task-behavior(or relationship-behavior) leadership and creativity, and innovation behavior while willingness readiness positively influences the link between task-behavior(or relationship-behavior) leadership and creativity & innovation behavior. To summarize results of the study, this study shows that the members who possess high readiness also have high organizational innovation, which promises their positive role in a group.

• Fashion & Textile Research Journal
• /
• v.15 no.6
• /
• pp.923-931
• /
• 2013

The purpose of this study was to examine the effect of the type of masculinity on appearance-oriented and appearance management behavior. Questionnaires were administered to 201 males 20s to 50s living in Daegu. The SPSS 20.0 package was utilized for data analysis which included frequency analysis, Cronbach's ${\alpha}$, factor analysis, cluster analysis, regression analysis, t-test and logistic regression. First, factor analysis in a appearance management behavior and the type of masculinity, were cluster analysis in appearance-oriented. Were used to analyze the problem of the study by classified five factors and two groups. The results of this study were as follows: First, the masculinity of Retro sexual, Metro sexual, Techno sexual showed a negative influence on appearance-oriented. Second, the masculinity had a influence on appearance management behavior. M-ness showed a negative influence on skin care, Metro sexual showed a positive influence on skin care, hair/fashion, cosmetics, plastic surgery. And Retro sexual showed a influence on skin care, positive influence on hair/fashion, cosmetics. Techno sexual showed a positive influence on body management, skin care, hair/fashion. Uber sexual showed a positive influence on body management, cosmetics of appearance management. Third, the appearance-oriented had a differences on body management, hair/fashion, cosmetics, plastic surgery of appearance management behavior.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.38 no.6
• /
• pp.810-822
• /
• 2014

This study investigated the effects of sociocultural influence and body image on appearance enhancement behavior (facial management, clothing selection, and weight/figure management). For data collection, a questionnaire was administrated to 378 female college students in Seoul and Gyeonggi-do from May $23^{rd}$ to June $10^{th}$ 2013. A SPSS 18.0 statistics package was used to analyze data along with descriptive statistical analysis, frequency analysis, factor analysis, reliability analysis, and regression analysis and frequency analysis. The results were as follows. First, sociocultural influences were divided into three factors: media influence, peer influence, and parental influence. Overall sociocultural influences had positive effects on appearance enhancement behavior. Second, body image was divided into: appearances-management, body-satisfaction and body confidence. Sociocultural influences had a significant effect on overall body image. Third, body image positively affected overall appearance enhancement behavior.

• Journal of the Korean Society of Costume
• /
• v.66 no.1
• /
• pp.90-107
• /
• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.