• 지식경영연구
• /
• 제21권3호
• /
• pp.89-103
• /
• 2020

개인이 통제력을 갖고자 하는 것은 기본적인 욕구이다. 따라서 통제력을 상실하는 무력감을 느낄 때, 사람들은 이러한 상태를 벗어나고자 보상행동을 보이게 된다. 현재까지 무력감을 보상하고자 하는 보상행동으로는 제품이나 브랜드를 통한 보상소비행동이 주로 연구되어 왔으나, 본 연구는 소셜 미디어 속 보상행동에 초점을 맞추었다. 최근 자아 표현을 자유롭게 표현할 수 있는 소셜 미디어가 자아 확장의 플랫폼이 되면서 심리적 무력감을 소셜 미디어의 자아 표현을 통해 해소할 수 있는 가능성을 확인하였다. 따라서 무력감을 느낀 사람들이 소셜 미디어에서 어떠한 보상행동을 보이는지 본 연구를 통해 확인하고자 하였다. 분석결과, 소비자의 무력감이 소셜 미디어상에서의 나르시즘적 자아표현에 직접적 영향을 미치고 있지는 않지만, 불안감에 의해 완전 매개되는 것으로 도출되었다. 심리적 무력감을 느낀 경험을 회상하도록 한 실험 집단에서는 불안감을 많이 느낄수록, 자신의 소셜 미디어에 사회적 권력이나 권위를 보여줄 수 있는 대상(브랜드 혹은 상황)이 보여지는 사진을 게시함으로써 나르시즘적 자아 표현을 하는 것으로 나타났다. 즉, 소비자가 사회적으로 무력감을 경험하게 될 때, 이로 인해 불안감이 형성되면, 소셜 미디어상에서 자신을 좀 더 나은 이미지, 주목받는 이미지로 보이기 위한 나르시즘적 자아표현과 같은 보상소비가 일어나는 결과를 확인하였다. 소셜미디어내에서 나타나는 나르시즘적 자아표현이 다른 사람의 행복에 미치는 부정적 영향에 대한 연구는 현재 많이 진행되고 있다. 하지만 소셜미디어를 통해 자아를 표출함으로써 부정적 감정상태를 해소할 수 있다는 본 연구의 결과는 지식경영 측면에서 볼 때, 소셜 미디어 사용자의 전반적인 삶의 질 향상에 기여할 수 있는 전략의 기반을 제공할 수 있다는 점에서 의의를 지닌다.

• 패션비즈니스
• /
• 제26권6호
• /
• pp.64-81
• /
• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• 디지털융복합연구
• /
• 제14권5호
• /
• pp.541-551
• /
• 2016

본 연구는 중학생의 내현적 자기애와 역기능적 분노표현양식의 관계에서 자기역량지각의 매개효과를 검증하고자 하였다. 이를 위해 경기도에 있는 중학교 1학년 413명을 대상으로 내현적 자기애, 자기역량지각, 분노표현양식을 측정하였고 SPSS 20.0을 이용해 자료를 분석하였다. 주요 결과로는 첫째, 내현적 자기애는 자기역량지각의 하위요인 모두와 부적상관을 보이고 역기능적 분노표현양식과는 정적상관을 보였다. 둘째, 내현적 자기애와 역기능적 분노표현양식 사이에서 역량지각의 하위요인인 신체외모와 품행역량 그리고 사회적 수용도와 운동역량이 부분매개효과를 나타냈다. 본 연구결과는 내면의 취약한 자기로 인해 자기애성향을 보일 수 있는 중학생의 특성을 이해하고 순기능의 분노표현으로 적응적인 생활을 위하는데 건강한 자기애 발현을 어떻게 도울 것인지에 대한 그 기초자료를 제공했다는 데 의의가 있다.

• 대한지구과학교육학회지
• /
• 제6권3호
• /
• pp.196-206
• /
• 2013

The purpose of this study was to analyze perfectism, interpersonal characteristic between the gifted & talented students and the general. The subject of this study were 112 the gifted students and 120 the general. They answered the questions about perfectism and interpersonal characteristic. To compare the gifted and general students' tendency, collected data was classified by their gender and grade. And correlation analysis was done in oder to analyze the relation between the gifted students' perfectism and interpersonal characteristic. The important results of this study were as follows. First, the grade gap of perfectism was not meaningful in both groups. Otherwise, the gender gap of perfectism was meaningful in both groups. Female's perfectism was higher than male's. And the gifted students' perfectism was higher than the general students'. Second, Differently, the gender gap of interpersonal characteristic was meaningful in the same group. Female had higher positive social-relationship, expression tendency than male. But female had lower competition-aggressiveness propensity than male. In the general group, the 6th grade students showed more positive role, social-relationship than 5th grade. And male showed more competition-aggressiveness propensity than female. Comparing the gifted and the general, the gifted had more dominant-superior, exhibitionistic-narcissistic propensity. It could be a reason of the gifted students' social problem. Third, among self-oriented perfectism and dominant-superior, independent-responsible propensity had meaningful correlation. Also socially-prescribed perfectism had influenced on dominant-superior, sociability-friendliness, exhibitionistic-narcissistic propensity.

• 산경연구논집
• /
• 제9권1호
• /
• pp.99-110
• /
• 2018

Purpose - The purpose of this study is to investigate the relationship among narcissism, usage motives, usage behaviors, satisfaction with and continuance intention to use fashion social media. Research design, data, methodology - A questionnaire survey was used to collect data after conducting a pilot test. Based on the reliability test of the preliminary questionnaire used for the pilot test, the questionnaire was revised. The final questionnaires were administered to 238 fashion social media users and 216 were used for the data analysis. To assess the validity of these measures, exploratory factor analysis and the confirmatory factor analysis were performed. Structural equation modeling analysis were employed for data analysis. Results - Five factors of the usage motivation of fashion social media were extracted: information-seeking, relationship-seeking, practicality-seeking, enjoyment-seeking and self-expression motives. The statistical analysis confirmed the influence of the narcissism tendency on all of the usage motives of fashion social media, three of the fashion social media usage motives influencing information diffusion behavior, and the influence of the information diffusion behavior on users' satisfaction and continuance intention to use fashion social media. Narcissism exerted the highest influences on self-expression motive followed by information-seeking, enjoyment-seeking, relationship-seeking and practicality-seeking motives in order. Factors affecting fashion information diffusion behaviors are practicality-seeking motive, self-expression motive, and relationship-seeking motive. The greater the diffusion of information, the higher the satisfaction with using fashion social media. The consumers with higher satisfaction intended to use fashion social media and share information more frequently. Conclusions - The results indicate that narcissism is an important factor in fashion social media usage motivation. The main motives for narcissistic people to spread information is for the practical purpose at the most, and then to express their personality and style, and to build relationship with others. The satisfaction through active information sharing behaviors seems to play a key role to lead high continuance intention of fashion social media. These implies that marketing strategies to satisfy consumers' narcissism and motives to use social media, and to stimulate the information diffusion behaviors can be used to meet their needs for higher satisfaction with fashion social media.

• 패션비즈니스
• /
• 제14권5호
• /
• pp.78-92
• /
• 2010

The culture phenomenon, which the desire of self expression is noticeable and the diversity of gender identity is widely accepted, simply makes a difference in the lifestyle of one human being rather than the dichotomous classification of male and female. Now, the delicate and aesthetic sensitivity classified as the feminine characteristics is no longer the exclusive property of female and this refers to substituting it as a social gender from the concept of biological sex. This phenomenon has influenced on the male culture and is creating various codes according to the cultural gender extended from the gender as a social role. Also, the transition into the western lifestyle has extended the aesthetic emotion to accommodate new codes from the diversification and globalization of lifestyle. The mansumer power, which does not care too much about the money for the emotionally attached items, has enabled various fashion styles. After analyzing the diversified clothing behavior conducted by these people in connection with the social phenomenon, First, this shows the phenomenon of emotional value pursuit that finds pleasure over the clothing as the item of augmented reality is added to the concept of play, in which the real space referred to as garment and virtual space of playing the rock, paper and scissors game meet together within the augmented reality. Second, the convergence concept has enabled the coordination of new style by obscuring the area of design concept and this refers to the changes in design from the development of new items and transformation into double-style details. Third, the divergence that intensively provides specific use/convenience and specialized value shows a change in the fashion market from the phenomenon that admits various gene rations of culture and specifically, takes differently about the recognition of middle-aged males. Fourth, the variety seeking tendency receives attention as the value of future design together with the phenomenon of discriminative value pursuit. In the male fashion, it is linked to the collaboration with the design area and this tells that the fashion with the narcissistic cross-dressing and motto of neutral gender without being sided to male/female is rising.