• Management & Information Systems Review
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• v.19
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• pp.17-48
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• 2006

While the existing research took approach method that uniformly divided the cultural difference between specific countries into individualism - collectivism in the dimension of comparative culture, this research defines the cultural sense of value of domestic university students and company employees in accordance with horizontalism-verticalism pattern within it to corroboratively define the diverse effects of advertisements of standardization and localization of global enterprises. Researching the difference of cultural sense of value owing to this generation of Korean university students and company employees, Korean university students showed prominent propensity of vertical-individualism value and company employees, propensity of horizontal-collectivism value. Researching comparatively the effect of advertisements for standardization and localization of global enterprises in connection with Korean university students and company employees, it turned out Korean university students prominently prefer localization advertisement in the TV advertisement of global enterprises and company employees, standardization advertisement. Especially, the difference between standardization advertisement and localization advertisement of university students and company employees was very remarkable in trademark attitude and advertisement information rather than advertisement attitude. With respect to model appearing in the advertisement, it turned out university students prefer localization advertisement where domestic models appear and company employees prefer standardization advertisement where foreign models appear.

• Korean Journal of Social Welfare
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• v.64 no.1
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• pp.299-324
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• 2012

After social service voucher schemes were introduced in Korea, many controversies have been concentrated on market-based approach, which encourage competition and choice while amount of funding, number of providers, and types of services have been rapidly expanded. This also could mean that transform of social service paradigm from provider-centered approach to user-cantered approach, one of the trends found internationally. Therefore, this is the study to reveal development of social service discourses in Britain where various models of social services have been attempted in their modern history. Then, through the historical analysis, the trends toward more user-cantered approach were found to be distinguished based on the division of individualism and collectivism. This could provide theocratical implication to the current discussion on social services in Korea.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.3
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• pp.629-637
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• 2001

The objective of this study was to identify the cultural characteristics affecting advertising contents of the consumer products. Hofstedes(1991) five cultural characteristics such as individualism-collectivism, power distance, masculinity-feminity, avoidance of uncertainty, confucian dynamism were used. Ten kinds of consumer products were included and data were collected from France, Japan, Korea, and U. S. during 1999∼2000. All ads were evaluated and compared their cultural characteristics in terms of country, product involvement and usage, and magazine type. ANOVA, Duncan test, and Pearson correlation-coefficient were applied to analyze data. The results were shown as follows: First, most ads tended to be individual, less power oriented, feministic, and showed high tendency of uncertainty avoidance as well as long term confucianism for all the countries. And some cultural characteristics were different among countries. Japan, France, U. S. and Korea in order showed higher individualism and lower power distance. Also Korea and Japan showed relatively short term confucian culture while U. S. and France did ling term perspectives in the ads. Second, product involvement and usage type had a significant impact on the characteristics of individualism-collectivism and feminity-masculinity. That is, product ads of lower involvement and personal use were likely to show individualistic messages and to have more feministic appeals. Third, magazine type had an impact on some cultural characteristics. Womens magazines would have more individualistic, less power oriented, and feministic appeals of ads. In conclusion, global ads should be localized and differentiated in terms of some cultural characteristics and differ depending on product characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.1
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• pp.295-314
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• 2021

The purpose of this study is to find out the factors that affect the 'public librarian servant's' Collective Self-Esteem (CSE) in Korean relation-oriented collectivism. The research was organized into a research model by setting up a hypothesis on the impact relationship the between the group Collective self-esteem, the work environment factors and cognition of Superior institution of the Public librarian servant. The relevant data collection was conducted for public librarian servant working in public libraries nationwide through the method of survey. From April 3, 2020 to May 14, 2020, it was conducted for Public Librarian Servant in public libraries nationwide with Civil Service System, Office of Education, Ministry of Culture·Sports and Tourism based on responses for 301 Public Librarian Servant from 559 institution. According to the analysis, the cognition of the superior institution of Public Librarian Servant influences the cognition of Collective Self-Esteem among the sub-factors of Collective - Self - Esteem of Collective Self-Esteem. This study is meaningful in that 'Public Librarian Servant' who was treated as an individual entity in the study of Library and Information Science study, as being has relationship with various groups and is dealt with multi-dimensionally in Korean relation-oriented collectivism culture. Research suggests that when Public Librarian Servant exist as one of the subordinate organizations to vast Civil service system, it suggest that Public Librarian Servants should find out a balance for improve their relatively low social values.

• Korean Journal of Culture and Social Issue
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• v.29 no.2
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• pp.199-221
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• 2023

This study examined the moderating effects of age and gender on the relationship between values and communication styles of Korean adults. Five hundred adult men and women across the country responded the questionnaires regarding cultural universal values (openness to change, self-enhancement, conservatism, and self-transcendence), cultural-specific values (collectivism, conformity to norms, emotional self-control, family recognition through achievement, and humility), high-context communication style, and low-context communication style. The results of this study are as follows. First, as a result of exploring the factors influencing the communication style, self-enhancement, emotional self-control, and self-transcendence significantly predicted the high-context communication style. Whereas openness to change, self-enhancement, conformity to norms, emotional self-control, and gender significantly predicted the low-context communication style. Second, age moderated the relationship between self-enhancement and high-context communication style. The high-context communication style significantly increased when the level of self-enhancement was high and the age was younger. Third, age and gender moderated the relationship between conformity to norms and high-context communication style. In the case of males with high conformity to norms and younger age, the high-context communication style significantly increased. Fourth, gender moderated the relationship between collectivism and low-context communication. As collectivism increased, men tended to increase low-context communication styles, while women tended to decrease it. Fifth, gender moderated the relationship between humility and low-context communication. In the case of women with high humility, their low-context communication style was significantly lowered. The implications and limitations of the results of this study were discussed.

• Information Systems Review
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• v.18 no.1
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• pp.105-124
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• 2016

This study conducts an empirical analysis to show the effect of social influence and cloud service system quality on the continuous use of cloud service. In particular, this study focuses on the control effects of collectivism in South Korea and China. The research model is designed based on the technology acceptance model and SERVQUAL service quality model of PZB. The factors that influence the cloud service customers in China and South Korea are also analyzed. This study has several practical implications for consideration by South Korean cloud service vendors who plan to enter the cloud service industry in China.

• Korea journal of population studies
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• v.30 no.3
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• pp.157-178
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• 2007

This study examines the features of Korean kinship relationships from the comparative perspectives. Based on ISSP (international Social survey program) data, it analyzes the degree of kinship contact and the source of instrumental and emotional social supports. The results show that the contact frequency among Korean kin is relatively low, and the instrumental social supports are more active than emotional social supports. Focusing on the fact that the lower contact frequency among Korean kin cannot be easily explained either the degree of Economic development nor the familism tradition, this study suggests that the hierarchical collectivism inhered in confucian tradition is responsible for the sparse kinship contact. Regarding social supports, results confirm the strong instrumental familism among Koreans. The relationship between hierarchical collectivism and lower emotional support from kin is also discussed. In addition, this study notes that lower extent of emotional support among kin cannot be identified with lower social solidarity among them.

• Human Ecology Research
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• v.54 no.3
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• pp.251-262
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• 2016

This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the 'Modified Theory of Planned Behavior.' A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.

• Korean Journal of Culture and Social Issue
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• v.27 no.3
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• pp.217-236
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• 2021

The present study examined the mediating role of the subjective norm about social distancing in the relationship between individuals' collectivistic orientation and their social distancing behavior during the early COVID-19 crisis in Korea. A total of 445 South Korean adults residing in Korea participated in a survey during which level 2 to 2.5 prevention policies were being enforced. Results indicated, as expected, that collectivism positively predicted the perceptions of subjective norm that supports social distancing, which in turn predicted positively individuals' participation in social distancing as prescribed by the central government. This result emerged regardless of the individuals' perception of personal vulnerability to COVID-19. We discuss implications of these findings and directions for future research regarding the link between individualism-collectivism and the behavioral immune system, along with the role of social distancing in effectively curbing the spread of corona virus during the pandemic.