• Journal of Digital Convergence
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• v.17 no.7
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• pp.99-108
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• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• Journal of Korean Philosophical Society
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• v.145
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• pp.297-324
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• 2018

This paper aims to reconstruct the theme of the crisis of modernity and its overcoming possibility as one of the most intense implications of Nietzsche philosophy on the theme of "love". It analyses Nietzsche's statements about love, from the onset of physical desire for the opposite sex, through the forms of religiously distorted love, such as compassion and charity, to the amor fati as the positive affirmation of life. For Nietzsche, love is basically an urge to grow out of the possessive craving for power. The impulse of love is part of life, because it is willpower that makes man. Christianity, which linked sexual impulses to sin, made eros immoral. Nietzsche says we must overcome Christian love, which intends to deny human nature and reality and superimpose other ideals, and learn to love beyond itself. In the Nietzsche philosophy, it is the love of one's fate.