• Title/Summary/Keyword: Social Variables

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A Survey Research on Family Health Care : Focusing on Married Women in Seoul (가족 건강관리 행위에 관한 조사연구 -서울시내 일부 기혼부인들을 대상으로-)

  • 주혜진;김초강
    • Korean Journal of Health Education and Promotion
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    • v.13 no.1
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    • pp.1-27
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    • 1996
  • Recently diseases related to personal health habit and lifestyle have become common in modern industrial society. These kinds of diseases can be prevented simply by changing one's lifestyle to be more healthy. As a result of realization our interest in general health has become stronger. The most basic environment for human-being in society is the home. Humans secure their livelihood, physically. mentally, and socially at home. Therefore health care at home is very important. In modern society the responsibility for this task is traditionally given to housewives. The purpose of this study was to measure the degree of the health knowledge, health concern, health behavior and family health care of the married women and to analyze its related factors. The subjects for this study. 1,100 married women who studied at social education institutes and who had children attending an elementary school or a kindergarten, were surveyed with questionnaires. The preliminary survey was carried out from Aug. 7, to Aug. 19, 1995. With complement of questions, the main survey was carried out from Sep. 11, to Sep. 30, 1995. The data was analysed by using the SAS program. The results were as follows. 1. General Characteristics (1) In the individual characteristics of the respondents, the married women aged 30-39 were 54.8%, the average age was 39.8 years old. 33.8% of respondents had 6-10 years of marriage period, and the average marriage period was 14.9 years. Most of them(96.5%) lived with their husband. Those who graduated from college and graduate school were 53.4%. And 68.3% of respondents had no job. (2) In the family characteristics, 69.3% of the married women had 3 or 4 family members and the average family size was 4.1 person. 60.0% of the respondents had 2 children. Most of the respondents(90.9%) had no married children. 84.8% of the respondents lived with their parents. Those who reported that the total family income was more than 2,500,000 won a month were 32.3%. When making the decisions, 68.5% of the married women discussed the family matter with their husband. (3) In the individual characteristics of the respondents, 51.5% answered they were in good health. 61.7% of the married women answered they obtained the health knowledge through mass media. 24.3% of the women answered they had patients in their family in these days. 67.5% of the respondents answered they could generally control their health by themselves. 2. The Health Knowledge, Concern and Behavior. (1) For the health knowledge, the average score was 11.8. The lowest percent of correct answer(27.8%) was in the item about the skin tests for tuberculosis. And the highest percent(97.%) was in the item about taking a rest. (2) For the health concern, the married women had the highest concern about washing hands. But they were indifferent to smoking. (3) For the health behavior, the highest score was in "changing socks and underwear everyday", and the lowest one was in "taking a regular dental examination". 3. The Family Health Care (1) For the family health care, the item of "using a drug with the order of doctor or pharmacist" had the highest grade(4.78), and "consulting with the family physician about the health problem" had the lowest grade(2.03). (2) Older women and the women with a longer period of marriage had the highest level of the family health care(p<0.001). The married women who had 3 children had the highest level of the family health care(p<0.001). Those who had 5 or 6 family member and higher income had the highest level had the high level of the family health care(p<0.01). Women in good health and those who had the health knowledge from health experts had a high level of the family health care. (3) For the correlation of the family health care and other variables, the health behavior showed the highest correlation with family heath care practice(r=0.74) and the second was health concern(r=0.43). The variables which could explain the family health care were health behavior, the health concern and married women's health status(r²=55.87). The most closely associated with family health care was health behavior(r²=54.93)

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The Effects of Wearing Protective Devices among Residents and Volunteers Participating in the Cleanup of the Hebei Spirit Oil Spill (허베이스피릿호 유류유출사고 방제작업 참여자의 보호장비착용 효과)

  • Lee, Seung-Min;Ha, Mi-Na;Kim, Eun-Jung;Jeong, Woo-Chul;Hur, Jong-Il;Park, Seok-Gun;Kwon, Ho-Jang;Hong, Yun-Chul;Ha, Eun-Hee;Lee, Jong-Seung;Chung, Bong-Chul;Lee, Jeong-Ae;Im, Ho-Sub;Choi, Ye-Yong;Cho, Yong-Min;Cheong, Hae-Kwan
    • Journal of Preventive Medicine and Public Health
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    • v.42 no.2
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    • pp.89-95
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    • 2009
  • Objectives : To assess the protective effects of wearing protective devices among the residents and volunteers who participated in the cleanup of the Hebei Spirit oil spill. Methods : A total of 288 residents and 724 volunteers were surveyed about symptoms, whether they were wearing protective devices and potential confounding variables. The questionnaires were administered from the second to the sixth week following the accident. Spot urine samples were collected and analyzed for metabolites of 4 volatile organic compounds(VOCs), 2 polycyclic aromatic hydrocarbons(PAHs), and 6 heavy metals. The association between the wearing of protective devices and various symptoms was assessed using a multiple logistic regression adjusted for confounding variables. A multiple generalized linear regression model adjusted for the covariates was used to test for a difference in least-square mean concentration of urinary biomarkers between residents who wore protective devices and those who did not. Results : Thirty nine to 98% of the residents and 62-98% of volunteers wore protective devices. Levels of fatigue and fever were higher among residents not wearing masks than among those who did wear masks(odds ratio 4.5; 95% confidence interval 1.23-19.86). Urinary mercury levels were found to be significantly higher among residents not wearing work clothes or boots(p<0.05). Conclusions : Because the survey was not performed during the initial high-exposure period, no significant difference was found in metabolite levels between people who wore protective devices and those who did not, except for mercury, whose biological half-life is more than 6 weeks.

Associations between Vasomotor Symptoms and Depression, Stress and Quality of Life in Midlife Women (중년여성에서의 혈관운동증상과 우울, 스트레스, 삶의 질과의 상관성)

  • Nam, Yoon-Min;Joe, Sook-Haeng;Kwon, Eun-Joo;Ham, Byung-Joo;Han, Chang-Su;Ko, Young-Hoon
    • Korean Journal of Psychosomatic Medicine
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    • v.24 no.2
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    • pp.146-156
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    • 2016
  • Objectives : The aim of this study was to evaluate the associations between vasomotor symptoms and factors such as sociodemographics, health behaviors, medical condition, depression, stress, anxiety, attitude toward menopause, and quality of life. Methods : We conducted a cross-sectional study in peri- and post-menopausal women enrolled by the Korean Association of Health Promotion. Subjects submitted self-report questionnaires about vasomotor symptoms and other clinical symptoms. Associations between vasomotor symptoms and clinical variables were analyzed using stepwise multiple regression analyses. Results : 1951 women completed self-report questionnaires and 1022 women were enrolled in the study. The prevalence of vasomotor symptoms in peri- and post-menopausal women was 63.9%. Variables showing significant differences between subjects with vasomotor symptoms and subjects without them were score of Beck Depression Inventory, Brief Encounter Psychosocial Instrument-Korean Version, proportions of clinically significant depression(Beck Depression Inventory ${\geq}16$), Menopausal rating scale, attitude towards menopause, the 4 subscales of World Health Organization Quality of Life-BREF(Physical health, psychological, social relationships, environment), and a History of Premenstrual syndrome/Premenstrual dysphoric disorder. Stepwise multiple regression analyses indicated that Beck Depression Inventory, Brief Encounter Psychosocial Instrument-Korean Version, Menopausal Rating Scale, and the Psychological subscale of World Health Organization Quality of Life -BREF show associations with vasomotor symptoms. Conclusions : Menopausal vasomotor symptoms are associated with various psychological factors, especially with depression. Midlife women suffering vasomotor symptoms should therefore be screened for depression. Future prospective studies where clinical subjects are diagnosed using structured interviews, focusing on the causal relationship between depression and vasomotor symptoms are necessary.

Development of Music Recommendation System based on Customer Sentiment Analysis (소비자 감성 분석 기반의 음악 추천 알고리즘 개발)

  • Lee, Seung Jun;Seo, Bong-Goon;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.24 no.4
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    • pp.197-217
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    • 2018
  • Music is one of the most creative act that can express human sentiment with sound. Also, since music invoke people's sentiment to get empathized with it easily, it can either encourage or discourage people's sentiment with music what they are listening. Thus, sentiment is the primary factor when it comes to searching or recommending music to people. Regard to the music recommendation system, there are still lack of recommendation systems that are based on customer sentiment. An algorithm's that were used in previous music recommendation systems are mostly user based, for example, user's play history and playlists etc. Based on play history or playlists between multiple users, distance between music were calculated refer to basic information such as genre, singer, beat etc. It can filter out similar music to the users as a recommendation system. However those methodology have limitations like filter bubble. For example, if user listen to rock music only, it would be hard to get hip-hop or R&B music which have similar sentiment as a recommendation. In this study, we have focused on sentiment of music itself, and finally developed methodology of defining new index for music recommendation system. Concretely, we are proposing "SWEMS" index and using this index, we also extracted "Sentiment Pattern" for each music which was used for this research. Using this "SWEMS" index and "Sentiment Pattern", we expect that it can be used for a variety of purposes not only the music recommendation system but also as an algorithm which used for buildup predicting model etc. In this study, we had to develop the music recommendation system based on emotional adjectives which people generally feel when they listening to music. For that reason, it was necessary to collect a large amount of emotional adjectives as we can. Emotional adjectives were collected via previous study which is related to them. Also more emotional adjectives has collected via social metrics and qualitative interview. Finally, we could collect 134 individual adjectives. Through several steps, the collected adjectives were selected as the final 60 adjectives. Based on the final adjectives, music survey has taken as each item to evaluated the sentiment of a song. Surveys were taken by expert panels who like to listen to music. During the survey, all survey questions were based on emotional adjectives, no other information were collected. The music which evaluated from the previous step is divided into popular and unpopular songs, and the most relevant variables were derived from the popularity of music. The derived variables were reclassified through factor analysis and assigned a weight to the adjectives which belongs to the factor. We define the extracted factors as "SWEMS" index, which describes sentiment score of music in numeric value. In this study, we attempted to apply Case Based Reasoning method to implement an algorithm. Compare to other methodology, we used Case Based Reasoning because it shows similar problem solving method as what human do. Using "SWEMS" index of each music, an algorithm will be implemented based on the Euclidean distance to recommend a song similar to the emotion value which given by the factor for each music. Also, using "SWEMS" index, we can also draw "Sentiment Pattern" for each song. In this study, we found that the song which gives a similar emotion shows similar "Sentiment Pattern" each other. Through "Sentiment Pattern", we could also suggest a new group of music, which is different from the previous format of genre. This research would help people to quantify qualitative data. Also the algorithms can be used to quantify the content itself, which would help users to search the similar content more quickly.

An Empirical Study on the Failure Factors of Startups Using Non-financial Information (비재무정보를 이용한 창업기업의 부실요인에 관한 실증연구)

  • Nam, Gi Joung;Lee, Dong Myung;Chen, Lu
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.14 no.1
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    • pp.139-149
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    • 2019
  • The purpose of this study is to contribute to the minimization of the social cost due to the insolvency by improving the success rate of the startups by providing useful information to the founders and the start-up support institutions through analysis of non-financial information affecting the failure of the startups. This study is aimed at entrepreneurs. The entrepreneurs that are defined by the credit guarantee institutions generally refer to entrepreneurs within 5 years of establishment. The data used in the study are sampled from the companies that were supported by the start-up guarantee from January 2014 to December 2013 as the end of December 2017. The total number of sampled firms is 2,826, 2,267 companies (80.2%), and 559 non-performing companies (19.8%). The non-financial information of the entrepreneur was divided into the entrepreneur characteristics information, the entrepreneur characteristics information, the entrepreneur asset information and the entrepreneur 's credit information, and cross-tabulations and logistic regression analysis were conducted. As a result of cross-tabulations, univariate analysis showed that personal credit rating, presence in the industry, presence of residential housing, presence of employees, and presence of financial statements were selected as significant variables. As a result of the logistic regression analysis, three variables such as personal credit rating, occupation in the industry, and presence of residential house were found to be important factors affecting the failure of founding companies. This result shows the importance of entrepreneur 's personal credibility and experience and entrepreneur' s assets in business management. The start-up support institutions should reflect these results in the entrepreneur 's credit evaluation system, and the entrepreneurs need training on the importance of the personal credit and the management plan in the entrepreneurial education. The results of this analysis will contribute to the minimization of the incapacity of startups by providing useful non-financial information to founders and start-up support organizations.

A Study on the Impacters of the Disabled Worker's Subjective Career Success in the Competitive Labour Market: Application of the Multi-Level Analysis of the Individual and Organizational Properties (경쟁고용 장애인근로자의 주관적 경력성공에 대한 영향요인 분석: 개인 및 조직특성에 대한 다층분석의 적용)

  • Kwon, Jae-yong;Lee, Dong-Young;Jeon, Byong-Ryol
    • 한국사회정책
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    • v.24 no.1
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    • pp.33-66
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    • 2017
  • Based on the premise that the systematic career process of workers in the general labor market was one of core elements of successful achievements and their establishment both at the individual and organizational level, this study set out to conduct empirical analysis of factors influencing the subjective career success of disabled workers in competitive employment at the multi-dimensional levels of individuals and organizations(corporations) and thus provide practical implications for the career management directionality of their successful vocational life with data based on practical and statistical accuracy. For those purposes, the investigator administered a structured questionnaire to 126 disabled workers at 48 companies in Seoul, Gyeonggi, Chungcheong, and Gangwon and collected data about the individual and organizational characteristics. Then the influential factors were analyzed with the multilevel analysis technique by taking into consideration the organizational effects. The analysis results show that organizational characteristics explained 32.1% of total variance of subjective career success, which confirms practical implications for the importance of organizational variables and the legitimacy of applying the multilevel model. The significant influential factors include the degree of disability, desire for growth, self-initiating career attitude and value-oriented career attitude at the individual level and the provision of disability-related convenience, career support, personnel support, and interpersonal support at the organizational level. The latter turned out to have significant moderating effects on the influences of subjective career success on the characteristic variables at the individual level. Those findings call for plans to increase subjective career success through the activation of individual factors based on organizational effects. The study thus proposed and discussed integrated individual-corporate practice strategies including setting up a convenience support system by reflecting the disability characteristics, applying a worker support program, establishing a frontier career development support system, and providing assistance for a human network.

A Study on the Influence of Workers' Aspiration for Academic Needs on Participation in University Education (근로자의 학업욕구 열망이 대학교육 참여에 미치는 영향에 관한 연구)

  • Lee, Ji-Hun;Mun, Bok-Hyun
    • Journal of Korea Entertainment Industry Association
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    • v.15 no.3
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    • pp.231-241
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    • 2021
  • This study intended to present strategies and implications for attracting new students and customized education to university officials through research on the participation of workers' academic aspirations in university education. Thus, variables were derived by analyzing prior data, and causal settings between variables and questionnaires were developed. Subject to the survey, 331 workers interested in participating in university education were collected through interpersonal interviews. The collected data were dataized, and reliability and feasibility verification and frequency analysis were conducted. Finally, we validate the fit of the structural equation model and the causal relationship for each concept. Therefore, the results of the validation show the following implications. First, university officials should be motivated by a mentor and mentee system with experienced people who have switched to a suitable vocational group through university education. It will also be necessary to develop and disseminate programs so that they can continue to develop themselves for the future. To this end, it will be necessary to help them understand their aptitude and strengths through consultation with experts. Second, university officials should strengthen public relations so that prospective students can know the cases and information of the job transformation of the admitted workers through recommendations. It will also be necessary to develop university education programs that can self-develop, accept various ideas through "public contest", and provide accurate information about university education to workers through re-processing. Third, university officials should provide workers with a program that allows them to catch two rabbits: job transformation and self-improvement through university education. In other words, it is necessary to stimulate the motivation of workers by providing various information such as visiting advanced overseas companies, obtaining various certificates, moving between departments of blue-collar and white-collar, and transfer opportunities. Fourth, university officials should actively promote university education programs related to this by participating in university education and receiving systematic education and the flow of social environment. Finally, university officials will need to consult and promote workers so that they can self-develop when they participate in college education, and they will have to figure out what they need for self-development through demand surveys and analysis.

Factors Influencing the Pros and Opposite of Life-Sustaining Treatment in the Elderly: Focusing on the Values of Cohabitation with Children and the Cost of Living in Old Age (노인의 연명의료에 대한 찬반 의견에 영향을 미치는 요인: 자녀동거와 노후생활비에 대한 가치관을 중심으로)

  • Mee-Ae Lee
    • Journal of Industrial Convergence
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    • v.21 no.3
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    • pp.159-169
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    • 2023
  • This study analyzed the factors affecting the opinions of life-sustaining treatment among the elderly in Korea. The study subjects were 10,097 people who responded to the survey on the condition of the elderly (2020), and using the SPSS 25.0 program, first, the demographic characteristics of the research subjects were identified through descriptive statistics and the average and normality of major variables were identified. Second, the chi-square was analyzed by conducting a cross-analysis of opinions on life-sustaining treatment according to the characteristics of the elderly. Third, a correlation analysis was performed to analyze the correlation between major variables. Fourth, the relative influence on the life-sustaining treatment of the elderly was identified through multiple regression analysis. The main research findings are as follows. First, 8,565 (84.8%) of the elderly were opposed to medical treatment (life-sustaining treatment) to save them even if they were unconscious or difficult to live. Second, as a result of cross-analysis on life-sustaining treatment for the elderly, the 𝑥2 values of education level, health status, living together with children, and cost of living in old age were found to be significant. Third, the educational level of the elderly, living together with children, and the cost of living in old age were found to have statistically significant negative effects on life-sustaining treatment. Such research results indicate that the elderly with a high level of education oppose life-sustaining treatment compared to those with a low level of education. In addition, in the case of the elderly with traditional values who responded that one of their children should live with the elderly (parents), the ratio of people in favor of life-sustaining treatment was high, and in the case of the elderly with modern values who responded that they did not have to live together, the ratio of opposition to life-sustaining treatment was high. appeared to be high. In addition, in the case of the elderly with traditional values who responded that the burden of living expenses in old age should be shared between the state and society and their children, the proportion in favor of life-sustaining treatment was high. This high figure expressed the desire for well-dying. Based on these research results, the value system was re-examined as a factor influencing the elderly's opinion on life-sustaining treatment, and basic data for welfare policies for the elderly were provided.

Pareto Ratio and Inequality Level of Knowledge Sharing in Virtual Knowledge Collaboration: Analysis of Behaviors on Wikipedia (지식 공유의 파레토 비율 및 불평등 정도와 가상 지식 협업: 위키피디아 행위 데이터 분석)

  • Park, Hyun-Jung;Shin, Kyung-Shik
    • Journal of Intelligence and Information Systems
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    • v.20 no.3
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    • pp.19-43
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    • 2014
  • The Pareto principle, also known as the 80-20 rule, states that roughly 80% of the effects come from 20% of the causes for many events including natural phenomena. It has been recognized as a golden rule in business with a wide application of such discovery like 20 percent of customers resulting in 80 percent of total sales. On the other hand, the Long Tail theory, pointing out that "the trivial many" produces more value than "the vital few," has gained popularity in recent times with a tremendous reduction of distribution and inventory costs through the development of ICT(Information and Communication Technology). This study started with a view to illuminating how these two primary business paradigms-Pareto principle and Long Tail theory-relates to the success of virtual knowledge collaboration. The importance of virtual knowledge collaboration is soaring in this era of globalization and virtualization transcending geographical and temporal constraints. Many previous studies on knowledge sharing have focused on the factors to affect knowledge sharing, seeking to boost individual knowledge sharing and resolve the social dilemma caused from the fact that rational individuals are likely to rather consume than contribute knowledge. Knowledge collaboration can be defined as the creation of knowledge by not only sharing knowledge, but also by transforming and integrating such knowledge. In this perspective of knowledge collaboration, the relative distribution of knowledge sharing among participants can count as much as the absolute amounts of individual knowledge sharing. In particular, whether the more contribution of the upper 20 percent of participants in knowledge sharing will enhance the efficiency of overall knowledge collaboration is an issue of interest. This study deals with the effect of this sort of knowledge sharing distribution on the efficiency of knowledge collaboration and is extended to reflect the work characteristics. All analyses were conducted based on actual data instead of self-reported questionnaire surveys. More specifically, we analyzed the collaborative behaviors of editors of 2,978 English Wikipedia featured articles, which are the best quality grade of articles in English Wikipedia. We adopted Pareto ratio, the ratio of the number of knowledge contribution of the upper 20 percent of participants to the total number of knowledge contribution made by the total participants of an article group, to examine the effect of Pareto principle. In addition, Gini coefficient, which represents the inequality of income among a group of people, was applied to reveal the effect of inequality of knowledge contribution. Hypotheses were set up based on the assumption that the higher ratio of knowledge contribution by more highly motivated participants will lead to the higher collaboration efficiency, but if the ratio gets too high, the collaboration efficiency will be exacerbated because overall informational diversity is threatened and knowledge contribution of less motivated participants is intimidated. Cox regression models were formulated for each of the focal variables-Pareto ratio and Gini coefficient-with seven control variables such as the number of editors involved in an article, the average time length between successive edits of an article, the number of sections a featured article has, etc. The dependent variable of the Cox models is the time spent from article initiation to promotion to the featured article level, indicating the efficiency of knowledge collaboration. To examine whether the effects of the focal variables vary depending on the characteristics of a group task, we classified 2,978 featured articles into two categories: Academic and Non-academic. Academic articles refer to at least one paper published at an SCI, SSCI, A&HCI, or SCIE journal. We assumed that academic articles are more complex, entail more information processing and problem solving, and thus require more skill variety and expertise. The analysis results indicate the followings; First, Pareto ratio and inequality of knowledge sharing relates in a curvilinear fashion to the collaboration efficiency in an online community, promoting it to an optimal point and undermining it thereafter. Second, the curvilinear effect of Pareto ratio and inequality of knowledge sharing on the collaboration efficiency is more sensitive with a more academic task in an online community.

Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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