• Journal of Global Scholars of Marketing Science
• /
• v.17 no.4
• /
• pp.51-89
• /
• 2007

INTRODUCTION Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use 'Uses and Gratification Approach, and argue that members' usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers' responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members' commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows. H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities. H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities. METHODS Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean > 3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations. RESULTS In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported. Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitments to apparel brand communities. However, there were not significant moderate effects of apparel brand image on the relationships between interest-needs satisfaction and 3 types of commitments (emotional, continuous and normative commitments) to apparel brand communities. In addition, the influences of transaction-needs satisfaction on 2 types of commitments (continuous and normative commitments) were not significantly moderated by apparel brand image. Therefore, hypothesis 4, 5 and 6 were partially supported. To explain the moderating effects of apparel brand image, four cross-tabulated groups were made by averages of usage-needs satisfaction (interest-needs satisfaction avg. M=3.09, transaction-needs satisfaction avg. M=3.46, relationship-needs satisfaction M=1.62) and the average apparel brand image (M=3.75). The average scores of commitments in each classified group are presented in Tables and Figures. There were significant differences among four groups. As can be seen from the results of scheffe test on the tables, emotional commitment in community group with high brand image was higher than one in community group with low brand image when transaction-needs satisfaction was high. However, when transaction-needs satisfaction was low, there was not any difference between the community group with high brand image and community group with low brand image regarding emotional commitment to apparel brand communities. It means that emotional commitment didn't increase significantly without high satisfaction of transaction-needs, despite the high apparel brand image. In addition, when apparel brand image was low, increase in transaction-needs did not lead to the increase in emotional commitment. Therefore, the significant relationship between transaction-needs satisfaction and emotional commitment was found in only brand communities with high apparel brand image, and the moderating effect of apparel brand image on this relationship between two variables was found in the communities with high satisfaction of transaction-needs only. Statistics results showed that the level of emotional commitment is related to the satisfaction level of transaction-needs, while overall response is related to the level of apparel brand image. We also found that the role of apparel brand image as a moderating factor was limited by the level of transaction-needs satisfaction. In addition, relationship-needs satisfaction brought significant increase in emotional commitment in both community groups (high and low levels of brand image), and the effect of apparel brand image on emotional commitment was significant in both community groups (high and low levels of relationship-needs satisfaction). Especially, the effect of brand image was greater when the level of relationship-needs satisfaction was high. in contrast, increase in emotional commitment responding to increase in relationship-needs satisfaction was greater when apparel brand image is high. The significant influences of relationship-needs satisfaction on community commitments (continuous and normative commitments) were found regardless of apparel brand image(in both community groups with low and high brand image). However, the effects of apparel brand image on continuous and normative commitments were found in only community group with high satisfaction level of relationship-needs. In the case of communities with low satisfaction levels of relationship needs, apparel brand image marginally increases continuous and normative commitments. Therefore, we could not find the moderating effect of apparel brand image on the relationship between relationship-needs satisfaction and continuous and normative commitments in community groups with low satisfaction levels of relationship needs, CONCLUSIONS AND IMPLICATIONS From the results of this study, we draw several conclusions; First, the increases in usage-needs satisfactions through apparel brand communities result in the increases in commitments to apparel brand communities, wheres the degrees of such relationship depends on the level of apparel brand image. That is, apparel brand image is a moderating factor strengthening the relationship between usage-needs satisfaction and commitment to apparel brand communities. In addition, the effect of apparel brand image differs, depending on the level and types of community usage-needs satisfactions. Therefore, marketers of apparel brand companies must determine the appropriate usage-needs, depending on the type of commitment they wish to increase and the level of their apparel brand image, to promote member's commitments to apparel brand communities. Especially, relationship-needs satisfaction was very important factor for increasing emotional, continuous and normative commitments to communities. However the level of relationship-needs satisfaction was lower than interest-needs and transaction-needs. satisfaction. According to previous study on apparel brand communities, relationship-need satisfaction was strongly related to member's intention of participation in their communities. Therefore, marketers need to develope various strategies in order to increase the relationship- needs as well as interest and transaction needs. In addition, despite continuous commitment was higher than emotional and normative commitments, all types of commitments to apparel brand communities had scores lower than 3.0 that was mid point in 5-point scale. A Korean study reported that the level of members' commitment to apparel brand community influenced customers' identification with a brand and brand purchasing behavior. Therefore, marketers should try to increase members' usage-needs satisfaction and apparel brand image as the necessary conditions for bringing about community commitments. Second, marketers should understand that they should keep in mind that increasing the level of community usage needs (transaction and relationship) is most effective in raising commitment when the level of apparel brand image is high, and that increasing usage needs (transaction needs) satisfaction in communities with low brand image might not be as effective as anticipated. Therefore, apparel companies with desirable brand image such as luxury designer goods firms need to create formal online brand communities (as opposed to informal communities with rudimentary online contents) to satisfy transaction and relationship needs systematically. It will create brand equity through consumers' increased emotional, continuous and normative commitments. Even though apparel brand is very famous, emotional commitment to apparel brand communities cannot be easily increased without transaction-needs satisfaction. Therefore famous fashion brand companies should focus on developing various marketing strategies to increase transaction-needs satisfaction.

• Korean Journal of Occupational Health Nursing
• /
• v.7 no.1
• /
• pp.65-82
• /
• 1998

This study was carried out in order to confirm the reliability and validity of the commitment inventory developed by Meyer and Allen, and to investigate commitment level of health manager, to compare two different professionals of health manager such as industrial health nurse and industrial hygienist to find out some characteristics that have effect on commitment. This survey was done by self-administered questionnaire to 227 respondents as the trainees of Industrial Safety Training Center, KISCO from June to December 1996. Authors classified commitment into two categories ; professional commitment and organizational commitment, and these two types of commitments have three different aspects ; affective, continuance, and normative commitment based on Meyer's inventory. The results were as follows; 1. Items of whole scales of the both type of commitments have three factors that represent three aspects of commitment ; affective, continuance, and normative commitment. This means that each type of commitment was reliable to use as measurement tool of three different aspects of commitment. Classification of items by factor analysis was more consistent in professional commitment than organizational commitment. Among 16 items of organizational commitment, four items were classified into different aspects of commitment with similar factor loading. 2. Commitment level of industrial health nurse was higher than that of industrial hygienist in affective, continuance professional commitment controlled by other characteristics. These differences can be due to other characteristics of specific task and background of health managers that were not used in this study. 3. The level of affective professional commitment was statistically different in age, sex, educational level, and that of organizational commitment was statistically different in only two variables such as age, and job tenure. The level of continuance professional and organizational commitments were different in sex group, but past history of employment have effect on continuance organizational commitment. The level of normative organizational commitment was affected by only age. As the above results, the tools of measurement of commitment developed by Meyer and Allen can be useful to measure the level of commitment of health manager. Three aspects of two types of commitments were influenced by different characteristics of health manager. Authors suggested future study on the affecting variables to the commitment such as background, task of health manager and organizational characteristics.

• Informatization Policy
• /
• v.31 no.1
• /
• pp.53-71
• /
• 2024

Digital transformation calls for a new social contract that must transform the existing norms and paradigms of our society. Digital constitutionalism is a way of building new order through a new social contract and is an ideology that aims to establish and ensure a normative framework for the protection of fundamental rights and balance of power in the digital environment. The Internet/Digital Bill of Rights is a representative example of constitutionalization based on this ideology. Initially, it took the form of an informal, non-binding declaration led by civil society organizations or various stakeholders, setting forth normative principles adapted to the changing nature of digital society. More recently, they have taken the form of formal charters, declarations, or laws containing principles at the national or regional level. The "Digital Bill of Rights" proposed by the Korean government can be seen as an example of this trend, but it does not fully reflect the recent trend of Internet/Digital Bills of Rights in terms of substantive and procedural legitimacy. Even if the government provides a certain normative direction, it needs to be combined with a concrete action plan in each area to create a balance of norms with digital technologies and industries instead of simply being a "declaration".

• The Journal of the Korea Contents Association
• /
• v.18 no.10
• /
• pp.478-489
• /
• 2018

In this study, a normative script was designed for service design of coffee shop based on user's current and expected script. 1) Activities contained in current and expected script were identified. 2) High frequency activities were selected from current and expected script. Then they were combined and sorted by scene. 3) Importance of the integrated scenes and activities was assessed. 4) According to certain rules, unnecessary activities were deleted, or excluded as optional activities. Then, the remaining activities were classified by scene and listed in order to complete one normative script. Each activity belonging to each scene became a service encounter. Scenes consisted of 'Entering', 'Settling', 'Ordering', 'Waiting for drinks', 'Receiving drinks', 'Spending time drinking beverages', 'Go to the toilet', and 'Get out'. There were 2 activities in 'Entering', 6 activities in 'Settling', 11 activities in 'Ordering', 2 activities in 'Waiting for drinks', 4 activities in 'Receiving drinks', 6 activities in 'Spending time drinking beverages', 3 activities in 'Go to the toilet', and 4 activities in 'Get out'. Specific points were discussed along with these results, and the significance and limitations of the study were added at the end.

• Journal of the Korean Geographical Society
• /
• v.50 no.5
• /
• pp.557-569
• /
• 2015

This study aims to illustrate the national images of United Kingdom, France, and Germany based on the descriptions in the Korean middle school Social Studies textbooks in comparative perspective. In order to identify and compare the national images of the three countries, the author uses a framework for analysis consisting cognitive, normative, and relational factors. The main findings are as follows. First, the most frequently shown topics and issues are democratic institutions in the case of United Kingdom, respect for human rights in the case of France, and sustainable environment in the case of Germany. Second, for all the three countries, the most frequent factor among the three is cognitive one, followed by normative and then relational factors. Third, United Kingdom is described as a country of social unrest and conflict as well as a democratic country with long history and tradition. Fourth, France is described as a country of respect/abuse of human rights, potential for high tech industry, and largest agricultural state in Europe. Fifth, Germany is described more as a country of a leading country for global environmental protection than as a country with electronic and information technology.

• The Journal of the Korea Contents Association
• /
• v.14 no.9
• /
• pp.247-254
• /
• 2014

Recent crime is serious. The police who investigate crime seriously impact. It is a psychological impact on the police. police officer or police investigation leaves many great events that have suffered since. In this study, post-traumatic stress disorder (Post Traumatic Stress Disorder; PTSD) have studied the impact policeman impact on organizational commitment. In order to measure post-traumatic stress disorder and divide this study, arousal, avoidance, invasive, post-traumatic stress disorder and sleep disorders in the sub-region. Organizational commitment and affective commitment, continuance commitment and normative commitment divided. We were in Daegu Metropolitan Police Agency survey of police officers belonging to the investigation officer. As a result, the impact on affective commitment invasion. To avoid the influence on continuance commitment. Avoidance of invasive and normative factors had influenced. With the help of information technology.

• Physical Therapy Korea
• /
• v.8 no.2
• /
• pp.55-63
• /
• 2001

For spinal flexibility measurements to be meaningful to clinicians or researchers, they must have a normative information and an understanding of how different variables affect spinal range of motion (ROM). Normal spinal ROM measurements are influenced to differing degrees by many factors. These factors include age, gender, time of day, leisure activities, previous history of low back pain, warming up, and the techniques with which normative data are collected. The additional variables of standing height, ratio of standing height to sitting height, and obesity had not been previously studied extensively and were shown to have a significant effect on flexibility in the sagittal plane. These relationship cannot be explained easily. Thus, the purpose of this study was to determine the relationship between spinal flexibility and individual factors (weight, standing height, and ratio of standing height to sitting height) that influence it. Fifteen healthy subjects between the ages of 20 and 27 years were studied. Two physical therapists measured independently the spinal forward bending ROM in the sagittal plane by Remodified Schober test and Finger-to-floor test. In order to determine the statistical significance of the result the Pearson's correlation was applied at the .05 level of significance. The results of this study were as follows: 1) Significant relationship was not identified between spinal flexibility and weight. 2) Significant relationship was not identified between spinal flexibility and standing height. 3) Significant relationship was not identified between spinal flexibility and ratio of standing height to sitting height.

• Journal of Korean Philosophical Society
• /
• no.123
• /
• pp.239-264
• /
• 2018

In order to understand the whole picture of virtue epistemology with knowledge-action theory, I will first examine contours between concepts like capacity, character and intellectual virtues in relation to the notion of virtue. At first, my $na{\ddot{i}}ve$ question is why smart people do such bad things without any shame. This question would be either ethical or epistemological because epistemology is viewed as a normative discipline and intellectual agents and communities should be considered as the primary focus of epistemic evaluation. This is the core idea of virtue epistemology. The stance virtue epistemology views virtues as a solution to the justification of knowledge is similar to the knowledge-action theory in the East Asian intellectual tradition. But, their core issues are different from each other. Thus, I will explain how to differ from one another and analyze such concepts as capacity, character, and intellectual virtues in the Analects. I will insist that capacity and character without normative disciplines cannot be intellectual virtues leading to right actions.

• Korean Journal of Legislative Studies
• /
• v.25 no.3
• /
• pp.5-31
• /
• 2019

In the process of changing the Korean electoral system, various terms such as representation, majority, minority, plurality, and proportionality are not used correctly, making normative judgment on its desirable electoral system difficult. This paper clarifies the concepts and terminology related to the electoral system in order to enable proper normative discussion. First, the misuse of the names of the electoral system is reviewed. This includes the majority representative system versus the minority representative system, the single-member constituency versus the multi-member constituency, the absolute majority system versus the relative majority system, and the majority representative system versus the proportional representative system. Next, the principles of representation, proportionality, democracy, direct ballot, and equal ballot are discussed to evaluate the decisions made by the Constitutional Court of Korea. In the current electoral system of the National Assembly, the equivalence between its constituency member and its proportional representation member is very low in terms of proportionality between votes received and seats allotted. Finally, the coherence between proportional representation and other political institutions is examined. Strengthening the proportionality of parliamentary elections alone does not necessarily increase the proportionality of the entire power structure.

• The Journal of Information Systems
• /
• v.32 no.4
• /
• pp.1-28
• /
• 2023

Purpose Recently, organizations have been allocating significant financial resources toward the implementation of new technologies and stringent information security (IS) policies in order to enhance IS. However, the potential for IS threats from internal sources within organizations remains high. This study proposes a mechanism whereby the organization's IS environment (organizational justice) enhances employees' perception of IS value congruence and encourages their voice behavior. Furthermore, this study validates that an individual's susceptibility to interpersonal influence can reinforce the relationship between the aforementioned factors and voice behavior. Design/methodology/approach We utilized AMOS 22.0 and Process 3.1 to validate the research model and hypotheses. The data was gathered from 435 employees employed in South Korean firms that implemented IS policies in their work. Structural equation modeling was employed to examine the relationship between organizational justice, value congruence, and voice behavior, and the interaction effect was confirmed by incorporating model 1 of Process 3.1 for the hypothesis pertaining to susceptibility to interpersonal influence. Findings The findings of this study indicate that organizational justice has a positive impact on voice behavior, which is further enhanced by value congruence. Furthermore, the influence of organizational justice and value congruence on voice behavior is moderated by susceptibility to information influence, while susceptibility to normative influence only moderates the effect of organizational justice. These results provide valuable insights for organizations in developing customized information systems strategies that effectively promote employees' voice behaviors.