• 유통과학연구
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• 제14권7호
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• pp.71-81
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• 2016

Purpose - Because creativity, which is an intangible resource embedded within the company, can offer a competitive advantage, most companies have an interest in promoting creativity among their employees and division(e.g., marketing organization). Creativity renders a sustainable competitive advantage to a firm because it is a strategic resource that is valuable, flexible, rare, and imperfectly imitable or substitutable. Although most companies broadly recognize the importance of creativity, the methods for developing creativity remain elusive. Therefore, the present study investigates how to structure incentives to motivate employees to be more creative and how to develop tools to facilitate creativity. In detail, the present study aimed to examine the relationship between the regulatory focus of marketing organizations(e.g., promotion focus vs prevention focus) and creativity of marketing organizations. In addition, the present study set out to examine the moderating role of interaction of financial reward and creative training in addition to investigating the direct relationship between creativity and regulatory focus in New Product Development(NPD) context. Research design, data, and methodology - The data used to test the hypotheses are drawn from a survey of full time NPD project members(including project manager, designer, engineer, and marketer). The present study utilized data obtained mainly from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. A study population comprising 1,000 South Korean firms was obtained from this database. We selected 864 firms from the database, and the firms have experiences of new product development project. We collected a total of 162 responses, for a 18.8% response rate. After we excluded 14 questionnaire because of incomplete responses, a total of 148 questionnaire remained(final response rate: 17.1%). Working with a sample of 148 responses in South Korea, hierarchical moderated regression is employed to test research hypotheses(

The relationship between promotion focus and creativity of marketing organization,

The relationship between prevention focus and creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between promotion focus creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between prevention focus creativity of marketing organization). SPSS 18.0 and AMOS software were used in the data analysis. Results - The empirical study confirmed that promotion focus of marketing organization is positively related to creativity of marketing organization. Also, prevention focus of marketing organization is positively affected to creativity of marketing organization. In addition, the interaction between financial rewards and creativity training moderated the relationship between regularity focus(e.g.), promotion focus vs prevention focus) and creativity of marketing organization. These results suggest that managers can improve the performances of their creative efforts by providing the use of financial rewards and creativity training in combination. Conclusion - Based on results of this study that examine the effects of regulatory focused creative efforts on creativity of marketing organization, promotion focus is helpful with marketing organizations to enhance their service innovation and performance. Prevention focused organization should allow monetary rewards and creativity training to increase their creativity for innovation of new products.

• 한국항공운항학회지
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• 제29권1호
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• pp.20-29
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• 2021

This study examined the effect of regulatory focus on adaptative performance for pilots and co-pilots engaged in domestic civil airlines, and verified the moderating effect of organizational commitment in the process of regulatory focus on adaptative performance. For study, the scale developed by Lockwood Penelope and others validated and developed to measure the regulatory focus was adapted to suit the aviation scene and examined through this. As a result of the study, among the sub-variables of the regulatory focus scale, the promotion focus had a statistically significant and positive effect on the adaptative performance. and derived that the prevention focus had a statistically significant negative effect on the adaptative performance. In order to examine the moderating effect of organizational commitment in the relationship between regulatory focus and adaptative performance, the results of hierarchical regression analysis were conducted after controlling the rank, background, and career. Organizational commitment showed a statistically significant positive moderating effect in the relationship of adaptative performance. In addition, as a result of the verification according to the level of organizational commitment, prevention focus and adaptative performance showed statistically significant negative effects when organizational commitment was high.

• 유통과학연구
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• 제12권2호
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• pp.39-47
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• 2014

Purpose - The ultimate goal of a franchise system comes from its win-win strategy. Agency theory uses goal incongruity to examine complex contracting problems between buyers and suppliers. Goal incongruity within a contractual relationship can be defined as the agent's desire not to cooperate. It is the degree to which the contractual terms do not satisfy the agent's goals. The greater the goal incongruity between the agent and the contract, the more likely it is that the agent will meet the terms of the contract. Thus, goal incongruity between buyers and suppliers has close relationships with both behavioral and financial performance. This study tries to examine these relationships in the franchise context using a model including related variables, such as regulatory foci, financial performance, and opportunism, to explain the reasons that not all franchisees perform their best. In particular, the study examines the effects of goal incongruity on regulatory focus, and the effects of regulatory focus on performance and opportunism. In short, the objective is to determine goal incongruity's effect on regulatory foci, and the effect of regulatory focus on performance and opportunism. Research design, data, and methodology - This study used data collected from the franchisee managers of 104 franchisors in South Korea. The franchisors include more than 10 franchisees, the majority of whom have been in business for more than five years. The study also surveyed 104 franchisees, matched with their franchisors for the sake of a dyadic approach. The study used regression analysis to test the hypotheses. Results - H1 and H2 predicted that goal incongruity would decrease promotion focus and increase prevention focus. Supporting H1, the result indicates goal incongruity had a positive effect on promotion focus. However, H2 was not supported. Goal incongruity had no significant effect on prevention focus (β = -.375, t = -4.331 and β = -.145, t = -1.950, respectively). H3 and H4 predicted that promotion focus would increase financial performance and decrease opportunism. Supporting these hypotheses, the results indicate that promotion focus had a positive effect on financial performance and a negative effect on opportunism (β = .771, t = 7.899 and β = -.765, t = -6.778, respectively). H5 and H6 predicted that prevention focus would decrease financial performance and increase opportunism. However, the results do not support these hypotheses. The results indicate that prevention focus had no effects on opportunism or financial performance (β = -.130, t = -1.070 and β = .090, t = .641, respectively). Overall, the evidence generally supported the hypotheses. Conclusion - Goal incongruity between a franchisor and a franchisee increases the franchisee's financial performance and opportunism, and the relationship is mediated by promotion focus. Interestingly, however, prevention focus has no mediating effect between goal incongruity and performance. Even though no significant relation exists between goal incongruity and prevention focus, the results have two implications. First, decreasing goal incongruity can improve financial performance and suppress franchisee opportunism. Second, the relationship between goal incongruity and performance affects promotion-focused franchisees.

• Journal of Information Technology Applications and Management
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• 제23권4호
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• pp.101-116
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• 2016

In this paper, we suggested a model that reflects the role played by the consumer's regulatory focus (promotion focus and prevention focus) as determinant factors of trust in the Web site. Also, we considered the moderating effects of consumers' purchasing experience toward online shopping. We conducted a two-month survey of 230 individuals using online shopping sites for hypotheses testing. The study results are summarized as follows. Firstly, promotion focused consumers showed higher trust to a web site compared to prevention focused consumers. Secondly, the moderating effect of purchasing experience between regulatory focus and consumer trust to a web site is statistically significant. The effect of a prevention focused consumers on consumer trust to a web site is stronger when purchasing experience toward online shopping is high compared to low. Based on these findings, this study presents practical and academic implications of the research.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• 유통과학연구
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• 제14권3호
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• pp.93-101
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• 2016

Purpose - Due to the heavy reliance on the human dependence, several factors such as attitude, behavior, emotional status and the quality of the service by the employees have been a decisive effect on the existence of a business in service industry. This study made use of the cases from the beauty salons in Korea, and tried to find out the meaningful results with following purposes. The purpose of this study is to find out the effects of psychological ownership with focusing on the employees in service industry. Therefore, this study is based on the literature reviews in the fields of psychological ownership, regulatory focus, and customer satisfaction. In particular, this study focuses on the regulatory focus with two parts. The two parts are composed of the promotion focus and prevention focus. Also, the relationship between the regulatory focus on employee and customer satisfaction was identified through empirical study. Mediating effects of regulatory focus were also studied, that is, the regulatory focus was on the relationship between psychological ownership and customer satisfaction. In conclusion, practical and intellectual implications were discussed for the growth and development in service industry. Research design, data & methodology - The survey for this study was conducted from November 15th to December 15th in 2015. The same amount of survey was given to both, the service providers and customers. For both of them, such as the service providers and customers, 260 questionnaires were distributed to them in total. After excluding the missing and unreliable responses for the exact analysis and process, 250 responses were collected and used in the research analysis. This study conducted a survey questionnaires, and the confirmatory analysis was used for the reliability and validity in this study. SPSS & AMOS programs were used for the analysis. Results - The first variable that was looked at from this study is the psychological ownership. The psychological ownership had positive effects on the performance both in improving focus and prevention focus. It indicates that this study supports the results from the previous studies. Second, the effects on the performance in improving focus and prevention focus for customer satisfaction were studied. As a result, the performance in improving focus had positive effect on customer satisfaction, but prevention focus did not have any positive effect. Third, this study looked at the mediating effect of regulatory focus on the relationship between the psychological ownership and the customer satisfaction, and only partly, they had positive effects on customer satisfaction. Conclusions - The results of this study showed that the psychological ownership has positive effects on regulatory focus both in performance improving focus and prevention focus. However, the mediating effects had partial positive effects on customer satisfaction and these results indicate that the service enterprises should focus on the employees' psychological ownership in order to maximize the customers' satisfaction.

• 마케팅과학연구
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• 제20권1호
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• pp.89-97
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• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.

• 디지털융복합연구
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• 제11권2호
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• pp.167-174
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• 2013

본 연구에서는 모브랜드 제품범주와는 관련성이 없는 비유사제품으로의 브랜드확장에 영향을 미치는 모브랜드명성과 성향조절초점의 주효과와 이들 변수들 간의 상호작용효과를 알아보고자 하였다. 실험에서는 모브랜드로 국내 식품브랜드인 풀무원(고명성브랜드)과 가상의 브랜드인 그린(Green)(저명성브랜드)을, 확장제품으로는 화장품을 선정하여, 브랜드명성과 성향조절초점이 확장브랜드 평가에 어떻게 영향을 미치는지를 알아보고자 하였다. 연구 결과, 첫째, 저명성브랜드보다 고명성브랜드에서 브랜드확장에 대한 평가가 더 긍정적으로 나타났으며, 둘째, 촉진초점 성향의 소비자들이 방어초점 성향의 소비자들보다 브랜드확장에 대해 더욱 높게 평가하였다. 그리고 셋째, 고명성브랜드에서는 방어초점집단과 촉진초점집단 간 브랜드확장 평가는 차이가 없는 것으로 나타났으며, 저명성브랜드에서는 성향조절초점에 따라 브랜드확장 평가 차이가 유의미하게 나타남으로써, 이들 2변수들 간에는 상호작용효과가 있는 것으로 밝혀졌다.

• 한국경영과학회지
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• 제39권1호
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• pp.69-81
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• 2014

Financial products entail either gains or losses, and customers' psychological reaction to these gains and losses affect the selection of the financial products. This study explains the financial customers' behavior by introducing consumers' psychological variables such as regulatory focus and construal levels. According to the regulatory focus theory, there are two distinct motivational orientations called promotion focus and prevention focus. And, construal level theory proposes that people use more abstract and higher levels of construal to represent objects that are more distant on psychological distance. We have incorporated these two psychological variables into financial consumer behaviors. In the experiment 1, the results have showed that promotion focused customers prefer fund products to deposit products, whereas prevention focused customers have showed the opposite result. In the experiment 2, both regulatory focus and construal level were considered. Specifically, under the high level message, promotion focused customers have showed higher preference to fund products than the prevention focused customers, and no significant difference for the deposit products. On the contrary, given the low level message, prevention focused customers have showed higher preference to both fund and deposit products than the promotion focused customers. Therefore, it comes to the conclusion that it will be efficient for the financial companies to use high level messages for the promotion focused customers and low level messages for the prevention focused customers. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.

• 유통과학연구
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• 제14권10호
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.