• 한국정보시스템학회지:정보시스템연구
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• 제25권1호
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• pp.1-23
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• 2016

목적 자아일치성(self-congruity)은 "비실용 대상 포지셔닝(Non-utilitarian destination positioning)" 이론에 근거한 것으로,소비자들이 의사결정을 하거나 행동을 할 때 대상(제품, 서비스 등)과 자신의 가치를 일치시키려는 성향을 의미한다. 반면, 기능일치성(functional congruity)은 대상(장소, 제품, 서비스)의 실용적 가치에 자신의 의사결정이나 행동을 일치시키려는 성향을 의미한다. 최근 모바일 기반의 소셜네트워크서비스를 통해 소비자들이 제품이나 서비스에 대한 개인적 경험을 언제 어디서나 공유하게 되면서 온라인 구전을 통한 커뮤니케이션 기회가 많아지고 활발해지고 있다. 한편, 자기해석(self-construal)은 마케팅 및 현대 심리학에서 그동안 많이 다루어져 온 주제이다. 본 연구는 자아일치성 및 기능일치성과 중국 관광객의 긍정적인 온라인 구전 간의 관계와 자기해석의 조절효과를 검증하는 것을 연구 목적으로 한다. 설계/방법론/접근 연구가설을 검증하기 위해 본 연구에서는 32개 문항으로 구성된 설문지를 개발하였고, 모든 항목은 리커트 5점 척도를 사용하였다. 중국 설문조사 전문 웹사이트인 sojump.com에서 한국을 방문한적이 있는 사용자들을 대상으로 설문조사를 실시하였고, 자료분석을 위해 SPSS 20.0과 AMOS 18.0을 사용하였고, 구조방정식과 회귀분석을 이용하여 연구가설을 검증하였다. 전반적인 모형의 적합도, 신뢰도, 타당성 등을 검증하기 위해 확인요인분석을 실시하였고, 동일방법편의(common method bias) 여부도 함께 진단하였다. 결과 연구결과 자아일치성과 기능일치성은 온라인 구전에 긍정적인 효과를 미치는 것으로 나타났다. 그리고 자아일치성이 온라인 구전에 미치는 효과는 독립적인 자기해석 성향이 있는 중국 관광객이 의존적인 자기해석 성향이 있는 중국 관광객보다 더 강하다는 것을 알 수 있었다. 반면, 기능일치성이 온라인 구전에 미치는 효과는 의존적인 자기해석 성향이 있는 중국 관광객이 독립적인 자기해석 성향이 있는 중국 관광객보다 더 강하다는 것을 알 수 있었다.

• 한국식품영양과학회지
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• 제45권11호
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• pp.1673-1680
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• 2016

본 연구에서는 대구 경북지역 초 중 고등학교 학교급식소에 근무하는 조리종사자 323명을 대상으로 고객지향성이 감정노동의 두 가지 전략에 미치는 영향을 분석하고 선택된 두 가지 감정노동 전략이 고객관련 스트레스에 어떠한 영향을 미치는지 알아보고자 실시되었다. 조사대상자의 고객지향, 감정노동, 고객관련 스트레스의 전체 평균 점수는 고객지향성은 3.81/5.00점, 감정노동 중 표면행동은 2.39/5.00점, 내면행동은 3.45/5.00점, 고객관련 스트레스는 2.47/5.00점으로 나타났다. 고객지향성과 내면행동 점수는 전문대졸 이상, 정규 조리직 공무원, 초등학교 근무자에서 높게 나타났다. 표면행동 점수는 조리사 자격증 미소지자, 이직경험자, 초등학교와 고등학교 근무자에서 높게 나타났으며, 고객관련 스트레스 점수는 고졸 이하, 조리사 자격증 미소지자, 고등학교 근무자, 1일 급식횟수 2회 이상인 군에서 높게 나타났다. 또한, 본 연구는 고객지향성과 고객관련 스트레스의 관계를 감정노동이 매개할 것으로 가정하고, 고객지향성이 표면행동을 감소시켜 고객관련 스트레스를 줄이는 동시에 고객지향성이 내면행동을 증가시켜 고객관련 스트레스를 감소시키는 병렬다중매개모형을 연구모형으로 검증하였다. 그 결과 고객지향성은 고객관련 스트레스에 직접 영향을 미치지 않는 것으로 나타났다. 또한, 고객지향성이 표면행동에 직접 영향을 미치지 않은데 반해 표면행동은 고객관련 스트레스에 정적 영향을 미치는 것으로 나타났으며, 고객지향성이 내면행동에 정적 영향을 미치지만, 내면행동이 고객관련 스트레스에는 직접 영향을 미치지 않는 것으로 나타났다. 이상의 결과를 바탕으로 진행된 사후 모형수정을 통해 고객지향성이 내면행동을 증가시키고, 증가된 내면행동이 표면행동을 감소시키며, 감소된 표면행동이 고객관련 스트레스를 줄이는 연속다중매개모형을 수정모형으로 제안하였다. 수정모형 검증 결과, 고객지향성과 고객관련 스트레스의 관계를 내면행동과 표면행동이 매개하는 이중매개 간접효과가 유의한 것으로 확인되었다. 이는 고객지향성이 고객관련 스트레스나 표면행동을 직접 줄여주는 것이 아니라, 고객에게 진심어린 정서를 표현하려는 노력인 내면행동을 유발하며, 또한 내면행동도 고객관련 스트레스를 직접 줄여주는 것이 아니라 감정적 불일치를 유발하는 표면행동을 줄여줌으로써 고객관련 스트레스를 감소시키고 있음을 보여주는 결과이다.

• 복식
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• 제2권
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• pp.73-88
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• 1978

This article is an attempt to explain, at least in part, the contemporary Korean women's consciousness of Western Dreasses. As time changes, the role of clothing undergoes varisous transitions, while values and ways of life are constantly in change. It is, therefore, proper and appropriate to recognize as among the major aspects of social psychology such phenomenon as interests, understanding of clothing, the choice of a dress, and attitudes toward clothing, etc. The purpose of this study is to discover problems concerning and their clothing and their solutions, by means of a surveying approach. The method of research used is based upon questionares distributed to parents of first-year pupils in elementary schools and to female clerks working in offices, covering the period from August through October, 1976. The number of the questionares distrubuted totalled 600, and 526 were returned to the research to be utilized for analysis. The contents of the survey included such things as values concerning clothing, kinds of clothing and their practical use, the selection of clothing and the method of purchase, fashions, etc. The classification of aquisition are self-made clothing, clothing made to order and ready-made materials. It is composed of 25 items, including affirmative reasons as well as negative ones. The processing of the material returned was made by using the computer, and based upon classifications such as ages, monthly income, occupations; thus diagraming the result in percentages. The conclusion made and the improvements proposed are as follows: 1. The values of clothing were placed on the expression of the wearer's personality (32.7) and on eauty(28. 6%). The lower age group places is stress upon the expression of personality, while the higher age group stresses beauty. About 50% of wearers are contented with their clothing, their clothing, the rest of whom them indicating their dissatisfaction with what they wear. As to designs at the time of selection, about 46% indicated their preference of personal expression, 31.8% on usefulness. In selecting material, practicality is emphasized; in selecting patterns, single color is preferred. In short, personal expression and esthetic values are primary, with consideration of practicality in mind. 2. The classification of clothing according to their uses indicates the highest numbers in normal wear (home wears) and clothings to be worn outside home. As to evening dresses, (party dress) only one or two articles were checked by many, and no such article was clamed to be possessed by most. The highest ratio of wearing was shown in the case of home wear (47.3%) and clothing to be worn outside the home, which is 55.8%. The budget for one article of clothing was greatest in the case of home wear, and clothing worn outside the home. Many used both kinds of articles for the same purpose. It is desirable, therefore, that the kinds of clothing should be varied according to the purpose for which they are worn, and that clothing appropriate for that purpose should be worn. 3. The motivation for purchasing clothing was highly chosen in the item of seasonal change, which was 55.7%; Clothing deliberately made was indicated by 45.2%. In the mothods of purchasing clothing, clothing made to order and ready-made was indicated by 44.4%, which is the highest; Clothing made to order was 25.4%, and self-sewing was 1.1%, which is the lowest. (1) In the case of self-sewing, "I like it but it is very hard," was checked by 43.6%; "It is so difficult that I cannot wear such clothing" was checked by 13.3%. From these, we can conclude that the questionees are willing to make clothing by themselves, but techniques involved in sewing and at her problems involved in the skill are complicated but when those problems are eliminated there is a possibility for practice. The response checked by questionees concerning the self-sewing was, "It's economical", which is a clear indication that many questionees are positive for self-sewing. It is generally believed that ready-made clothing is cheaper, but it is not necessarily so. In consideration of the quality of clothing, self-sewing is a necessity, and it is desirable that it should be encouraged. (3) Problems involved in ready-made clothing, such as designs, skills, size (fitting) should be eliminated. When these problems are scientifically gotten rid of, it is possible that affirmative returns will be expected. Affirmative responses such as "Ready-made clothing is economical," "You can select there on the spot," are good signs that many women expect to wear ready-made clothing. It is in this sense that the prospect for ready-made clothing is brighter when much development for ready-made clothing is on the way. 4. Much concern for fashion are checked in such item of questions as "Fashionable clothing in the show window," "Clothes worn by women." The first item was checked by 50.1 %, and the second was checked by 48.6%. The reason for following fashion is "Because many people wear them," which was indicated by 30.4%. The reason for not following fashion is "It is too expensive," which was checked by 29.6%. The 26.2% of the answers indicated that "Fashionable clothing is devoid of personality," The influences of fashion over the development of fashion over the development of clothing are two-fold: Esthetic and active. It is not to be deniable that people follow fashion more or less. 1978.9>

• Asia Marketing Journal
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• 제16권1호
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• pp.71-100
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• 2014

While the role of emotional antecedents of effective selling behavior would be important, the issue has not been fully addressed in the sales literature. To fill this gap, we conceptualize and empirically examine the relationships among salesperson's emotional regulation processes such as emotional intelligence (EI) and emotional labor (EL), effective selling behavior, and sales performance on the basis of educational, occupational, social psychology literature and marketing literature (e.g., Henning-Thurau, Groth, Paul, and Gremler 2006; Kidwell et al. 2011; Liu et al. 2008; Mayer, Salovey, and Caruso 2008). First, salesperson's EI is defined as his or her capability that enables correct perceptions about emotional situations in sales interactions. The EI is expected to work as psychological resources for different types of EL (i.e., deep acting and surface acting) to be performed by salesperson as emotional expression strategies (e.g., Lie et al. 2008). It is, then, expected that the features of EL selected by the salesperson would lead to different levels of adaptive selling behavior (ASB) and thereby sales performance (Monaghan 2006). Further, given that salesperson's customer orientation (CO) is found to be an important correlate of ASB (Franke and Park 2006), it is expected that CO would moderate the relationship between EL and ASB (Rozell, Pettijohn, and Parker 2004). Hence, this research attempts to shed additional light on emotionally-driven (EL) as well as cognitively-driven (CO) antecedents of ASB (Frank and Park 2006). The findings of the survey research, done with 336 salespersons in insurance and financial companies, are summarized as follows. First, salespersons with a high level of EI are found to use both deep acting (regulating the emotions themselves) and surface acting (controlling only emotional expressions) in a versatile way, when implementing EL. Second, the more the salesperson performs deep acting, the more he or she shows ASB. It is, then, important for salespersons to use deep acting more frequently in the EL process in order to enhance the quality of interacting with customers through ASB. On the other hand, the salesperson's surface acting did not have a significant relationship with ASB. Moreover, CO was found to moderate the relationship between the salesperson's deep acting and ASB. That is, the context of high CO culture and individual salesperson's deep acting would synergistically make the selling efforts adaptive to customer preferences. Conceptualizing and empirically verifying the antecedent roles of important emotional constructs such as EI and EL in salesperson's effective selling behavior (ASB) and sales performance is a major theoretical contribution in the sales literature. Managerially, this research provides a deeper understanding on the nature of tasks performed by salespersons in service industries and a few guidelines for managing the sales force. First, sales organizations had better consciously assess EI capacity in the selection and nurturing processes of salespersons, given that EI can efficiently drive EL and the resulting effective selling behavior and performance. Further, the concept of EL could provide a framework to understand the salespersons' emotional experiences in depth. Especially, sales organizations may well think over how to develop deep acting capabilities of their sales representatives. In this direction, the training on deep acting strategies would be an essential task for improving effective selling behavior and performance of salespersons. This kind of training had better incorporate the perspectives of customers such that many customers can actually discern whether salespersons are doing either surface acting or deep acting. Finally, based on the synergistic effects of deep acting and CO culture, how to build and sustain CO is always an ever-important task in sales organizations. While the prior sales literature has emphasized the process and structure of highly customer-oriented sales organization, our research not only corroborates the important aspects of customer-oriented sales organization, but also adds the important dimension of competent sales representatives who can resonate with customers by deep acting for sales excellence.