• Journal of Korea Trade
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• v.23 no.6
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• pp.33-51
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• 2019

Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology - To examine South African consumers' country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers' perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings - In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value - South Africa occupies more than 20% of Africa's total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.7
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• pp.267-278
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• 2017

The aim of this paper was to develop a scale for measuring gender identity among sports participants (114 male, 193 female). Gender similarities and latent mean analysis was used to validate the gender identity measurement method. Data processing was carried out by way of frequency analysis, exploratory and confirmatory factor analysis, reliability, correlation, normal distribution of questions, and latent mean analysis using SPSS 18.0 and AMOS 18.0. The results of this study were as follows: First, the equivalence had revealed the configurable, metric, and scalar invariance of the scale that can be used in multi-groups in the same way. Second, women had a more open inclination than men when it came to participating in sports activities (p<.001). Third, women participating in sports activities tended to be more conservative than men (p<.001). Fourth, women who participated in sports activities showed a higher subjective tendency than men (p<.001). Fifth, there was no statistical difference in the outward tendency when participating in sports activities (p<.05). The results of this study suggest that gender identity among sports participants is not influenced by the changing times and the advancement of women in society.

• Korean Journal of Social Welfare Studies
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• v.42 no.3
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• pp.381-407
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• 2011

This study set out to construct an social capital scale that could be commonly used by social welfare organizations and to apply it to examine any differences in social capital among social welfare organizations. For those purposes, the study distributed a questionnaire by mail to social welfare organizations in 15 cities and provinces across the nation and conducted latent means analysis. The major research findings were as follows. First, as a result of exploratory factor analysis and confirmatory factor analysis, the validity and reliability in measurement indicators of social capital were proved to be satisfactory level. Secondly, social capital were found to be interpreted at the organizational level through the review of levels of analysis. Meanwhile, the configural, metric, and scalar invariance of social capital scale were confirmed, which indicates that the social capital scale can be commonly applied to social welfare organizations. Finally, latent means analysis was carried out to examine differences among social welfare organizations in the subindexes of social capital including network connectivity, setting and sharing of vision, reciprocal norm, trust and cooperation, and group participation. As a result, there were significant differences among social welfare organizations in network connectivity, reciprocal norm, trust and cooperation and group participation but no statistically significant differences among them in sharing of vision, goal and core value. Those findings led to implications needed to manage of social welfare organizations.