• 한국의류학회지
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• 제46권4호
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• The Journal of Asian Finance, Economics and Business
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• 제8권11호
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• pp.169-178
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• 2021

Motivating employee work engagement, which has emerged as one of the most significant drivers of high performance and achievement in today's dynamic environment, has become essential in gaining a sustainable competitive advantage. As widely known, leadership is a primary factor affecting work engagement. This is also directly related to a specific style of leadership exercised. Leadership styles affect the work engagement levels of the employees. The distracting nature of leadership type can have adverse impacts on individuals' behaviors. To provide a comprehensive understanding of the phenomenon, this article draws on social interaction theory and social exchange theory to investigate the potential effects of inclusive leadership on work engagement within the workplace, and the mediating role of psychological safety on the relationship between inclusive leadership and the work engagement. Here, psychological safety is needed by employees to avoid and manage negative feelings. SPSS and AMOS software was applied to survey data obtained from (n = 373) employees. Results revealed that inclusive leadership is a strong predictor for work engagement, and psychological safety partially mediates the link between inclusive leadership and work engagement. Implications for theory and practice alongside limitations are discussed.

• Asia pacific journal of information systems
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• 제34권1호
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• pp.91-113
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• 2024

In the wake of the COVID-19 pandemic, unsubstantiated information concerning vaccines and the coronavirus has proliferated on various social media platforms. Consequently, we have considered viable actions to mitigate the impact of such unverified content, enabling individuals to use social media platforms more effectively and minimize any ensuing confusion. Recent measures in this area have included YouTube's practice of labeling vaccine or corona videos as authoritative when emanating from reputable organizations and Twitter's practice of flagging vaccine-related content as potentially misleading or taken out of context. This study seeks to explore how such contrasting labeling practices influence users' believability and engagement differentially, while also examining the moderating impact of regulatory focus. The results indicate that authoritative labeling positively influenced users' believability and engagement, whereas misleading labeling adversely affected users' believability and engagement. Additionally, our findings revealed that authoritative labeling has a stronger impact on promotion-focused individuals, while misleading labeling has a more pronounced effect on prevention-focused individuals. Our findings offer insights into how social media platforms can design and present information to their users, taking into account their regulatory focus.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• Asia pacific journal of information systems
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• 제31권2호
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• pp.197-219
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• 2021

Social media platforms have become prominent channels for e-commerce, and the role of social network sites' (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

• Journal of East Asia Management
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• 제4권2호
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• pp.19-38
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• 2023

With the progress of information technology and the rapid development of the gamification marketing, corporate marketing through virtual CSR co-create as customer acquisition, customer retention strategy has become the hot topic, but the reality results show that the effect of virtual CSR co-create fails to reach an enterprise's marketing purposes. Based on the success model of D&M information system, from the perspective of customer engagement, this study analyzes how enterprises achieve customer engagement and bring gameful experience to customers through gamification marketing in the context of virtual CSR co-create. The empirical results show that the quality of game information -- social interaction and sense of achievement in the context of virtual CSR co-create have a significant positive impact on consumers' gameful experience, and customer engagement plays a partial mediating role between social interaction, sense of achievement and consumers' gameful experience.

• 한국가족복지학
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• 제53호
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• pp.199-234
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• 2016

이 연구는 장애부모에게서 자란 아동의 심리사회성 발달 문제를 다룬 것이다. 특별히 연구는 부모의 사회참여활동과 미래전망이라는 부모요인이 아동의 심리사회성 변화에 미치는 영향을 실증적으로 다루었다. 분석의 주요결과는 다음과 같다. 첫째, 장애부모에게서 자란 아동은 비장애부모에게서 자란 아동에 비해 상대적으로 더 불안한 심리상태와 사회성을 보였다. 특히, 부모의 장애가 아동의 심리상태에 부정적으로 작용하며, 이것이 사회성 악화로 이어짐을 확인하였다. 둘째, 부모장애의 부정적 영향은 초등학생 시기에 심하고, 아동이 성장하면서 점차 줄어들었다. 셋째, 부모의 사회참여활동과 미래전망은 장애부모에게서 자란 아동의 심리사회성 변화에 의미 있는 영향을 미쳤다. 두 가지 부모요인은 아동의 심리변화에 긍정적으로 작용하며, 동시에 사회성변화를 이끄는 매개효과도 가졌다.

• 한국컴퓨터정보학회논문지
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• 제27권10호
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• pp.81-88
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• 2022

이 연구의 목적은 소셜 미디어 스포츠 광고 인게이지먼트의 차이에 따라 이용자의 제품에 대한 신뢰도 형성과 구매의도에 어떠한 영향을 미치는지 규명하여 소셜 미디어 스포츠 광고 전략에 대한 방향성을 제시할 수 있는 근거자료를 만들어 내는 것이다. 이러한 목적을 달성하기 위해 소셜 미디어 활동을 하고 있는 스포츠 관련학과 대학생을 대상으로 자기평가기입법으로 작성하게 한총 810부의 설문지를 회수하여 불성실하게 작성된 45부를 제외한 765부의 설문지를 최종 유효 표본으로 사용하였다. 자료처리는 Window SPSS(ver. 23.0) 통계 프로그램을 활용하여 빈도분석, 요인 분석, 신뢰도분석, 상관관계분석과 다중회귀분석을 실시하여 다음과 같은 결론을 도출하였다. 첫째, 소셜 미디어 스포츠 광고의 인게이지먼트는 광고 제품의 신뢰에 유의한 영향을 미쳤다. 둘째, 소셜 미디어 스포츠 광고의 인게이지먼트는 광고 제품에 대한 구매의도에 유의한 영향을 미쳤다. 셋째, 소셜 미디어 스포츠 광고를 통해 얻어진 제품의 신뢰는 구매의도에 유의한 영향을 미쳤다.

• Journal of Information Technology Applications and Management
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• 제26권6호
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• pp.13-27
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• 2019

Social media are used as a tool which is suitable for delivering various images emotionally in the area of fashion. How deeply consumers are led by the brands to be engaged in the brands' SNS, how often they visit SNS and gain information, how much empathy they elicit from visitors with their contents and how continuously brands provide up-to-date information are the important factors to raise consumers' fashion consciousness and draw out their fashion consumption to express themselves. Therefore, this study aims to explore the effect of social media engagement and contents characteristics on fashion consumption tendency and purchase intention. In order to verify the research question, study makes analysis centering on the 2 × 2 × 2 MANCOVA model to draw out results of the differences among groups. As a result of analysis, this study verifies the difference between the effect of social media engagement on purchase intention and the effect of interaction of three variables on fashion consumption propensity and purchase intention and summarizes the implications.

• 한국사회복지학
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• 제65권4호
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• pp.317-340
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• 2013

본 논문은 가족 친화적 조직문화가 사회복지기관 기혼 여성 사회복지사의 직무열의에 미치는 영향과, 양자 간에 일-가정 갈등이 가진 매개효과를 규명하고, 이를 바탕으로 사회복지기관의 바람직한 가족 친화적 조직문화 조성을 위한 방안을 제시하는데 목적이 있다. 연구결과, 가족 친화적 조직문화는 직무열의에 직접적인 영향을 미치고, 일-가정 갈등을 매개로 직무열의에 간접적인 영향을 미치는 것으로 나타났다. 이로써 일-가정 갈등이 가족 친화적 조직문화와 직무열의 간의 매개효과가 있음을 알 수 있었다. 따라서 가족 친화적 조직문화가 기혼 여성 사회복지사의 일-가정 갈등을 경감시키고 직무열의를 향상시키는 좋은 방안임을 확인할 수 있었다. 이 결과를 바탕으로 사회복지기관의 가족 친화적 조직문화를 형성하기 위해서는 일과 가정의 조화를 중시하는 가치를 공유하는 수준을 넘어, 조직 내 모든 근로자에게 적용되는 탄력근무제와 직무표준화, 성과관리제 그리고 인사시스템 등을 갖추어져야 한다고 제언했다.