• 마케팅과학연구
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• 제19권3호
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• pp.5-16
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• 2009

企业社会责任活动已被认为是提高企业形象和企业竞争力的一个潜在因素. 然而, 先前大部分关于企业社会责任活动的研究是主要针对的是这些活动如何影响影响对产品, 企业以及企业形象的评价的评价. 另外, 一些学者将消费者对企业动机的感知作为企业社会责任和消费者反应之间直接关系中的调解变量. 然而, 动机理论和相关的研究存在一些缺点. 对消费者, 企业社会责任活动只有两个动机, 但最近, Vlachos等人(2008) 认为这些动机应该细分. 因此, 它有可能从原有理论发展为修正理论模型(说服, 个人知识管理(PKM). Vlachos等人(2008) 将企业社会责任动机细分为四种类型, 并尝试发现这些动机在影响顾客种程度方面的作用以及不同. 以前的研究已经证明具有积极动机会对的社会责任活动会有积极的影响. 但并没有实证地解释其心理原因. 因此本研究的目的是双重的. 第一, 本研究试图发现顾客为什么会在他们感受到企业社会活动的积极动机的情况下表达他们的感激. 第二, 本研究试图测试当社会从企业社会责任活动中获得利益时与消费者的回报的效果. 以下是本研究的假设: H1: 企业社会责任活动的价值驱使的动机积极影响认知的对等对于互惠的期待. H2: 企业社会责任活动的参股者驱使的动机消极影响于互惠的期待认知的对等. H3: 企业社会责任活动的利己驱使的动机消极影响于互惠的期待认知的对等. H4: 企业社会责任活动的战略驱使的动机消极影响对于互惠的期待认知的对等. H5: 对企业社会责任活动的互惠的期待认知的对等积极影响消费者忠诚度. 我们选择了一个公司作为研究对象来理解企业社会责任活动的动机是如何影响消费者于互惠的期待认知的对等和顾客忠诚度. 总样本为100名受访者被选为试验测试. 此外, 为了获得一致的回复, 我们保证所有的受访者都超过20岁. 本调查中. 在排除了28份无效问卷以后, 总受访者是172名(82名男性, 90名女性). 基于截至标准, 数据和模型的适配度良好. 在观察结果以后, 企业社会责任活动的价值驱使的动机对于互惠的期待认知的对等有积极的影响(t=6.75, p<.001)，假设1被证明. Morales (2005) 也指出消费者的确感激企业对社会所做出的努力以及对社会所给予的利益. 而且企业社会责任活动的参股者驱使的动机对于互惠的期待认知的对等没有影响(t = ‐.049, p > .05). 因此, 假设2被拒绝. 我们可以用符合论来解释这个结果. 利己驱使动机(t = ‐3.11, p < .05)和战略驱使的动机(t = ‐4.65, p < .05) 对认知的对等有消极影响. 因此H3和H4被证明. 而且认知的对等积极影响消费者的忠诚度(t = 4.24, p < .05)，H5被证明. 从结果中看, 与大众群体相比，大学生更容易受利己驱动动机的影响. 以下是本研究的结论:首先, 数据分析结果显示价值驱使的动机积极影响于互惠的期待认知的对等. 但是参股者驱动的动机对互惠的期待认知的对等没有显著影响. 另外, 利己驱使的动机和战略驱使的动机消极影响互惠的期待认知的对等. 第二, 当企业社会责任活动与消费者的回报关联时, 社会责任活动积极影响顾客忠诚度. 本研究测试了动机的种类是否影响消费者对企业社会责任的反应, 尤其是企业社会责任如何能影响关键的内在因素(认知的对等) 和消费者行为的结果(顾客忠诚度). 而且, 本研究阐述了认知对等在企业社会责任动机和顾客忠诚度的关系中起到媒介的作用. 我们的研究扩展了有关消费者企业社会责任动机方面的研究, 将他们定位为消费者反应的一个直接指标. 另外一个贡献是, 我们成功地鉴定了认知的对等作为一个次级过程在归因于顾客忠诚度的企业社会责任的影响中的中介作用. 今后在研究企业社会责任的最终行为和财务影响时应该考虑源于互惠的期待认知对等的影响. 本研究的结果具有重要的管理意义. 第一, 本研究发现的对等的中心作用表明经理人应该经常考虑这些行为将创造出多少的互惠的期待认知对等. 第二, 理解消费者对企业社会责任的动机, 的认知是如何与互惠的期待认知对等和顾客忠诚度相关, 可以帮助经理人通过营销活动和管理企业社会责任‐感应归因过程来监控和提高这些消费者的结果. 本研究的结果将帮助企业去理解影响互惠的期待认知对等的四个不同的动机的相对重要性.

• 대한가정학회지
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• 제42권7호
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• pp.19-32
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• 2004

This study examined how school-age children's peer acceptance and friendship experience were related to their psychosocial adjusment. Peer acceptance was examined in terms of sociometric status and social preference, and the friendship experience was examined in terms of the reciprocity of best friendship. The subjects were 275 children in the 4th or 5th grades. It was found that sociometric status and the reciprocity of best friendship were significant predictors of the level of loneliness that children experienced. Interaction between children's social preference score and the reciprocity of best friendship was also a significant predictor of the children's experience of loneliness. That is, the degree to which children are accepted by their peer group predicts the level of loneliness that children experience, but the strength of the prediction depends on whether the children have reciprocal best friends. Is for children's self-esteem in relation with sociometric status and the reciprocity of best friendship, only sociometric status was significant predictor of children's self-esteem. However, interaction between social preference and the reciprocity of best friendship was a significant predictor of children's self-esteem. This finding suggests that the degree to which children are accepted by their peer group predicts the level of children's self-esteem, and the strength of the prediction depends on whether the children have reciprocal best friends.

• 대한가정학회지
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• 제35권3호
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• pp.245-257
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• 1997

The purpose of this study is to interpretate filial piety norm based on reciprocity and fairness. For this goal, we reviewed literature related to social, economical, and cultural situations, centered on the middle of the seventeenth century. The major results can be summerized as follow: The interaction between the parent generation and the married adult children generation changed according to the context of particular social, economical, and cultural conditions, so filial piety norm must also change paced along with social change. Therefore, the concepts of reciprocity and fairness has been an important one which maintains the quality of the relationship between the parent generation and the married adult children generation. So in general, we think it is reasonable to draw the conclusion that there are reciprocity and fairness principle between the parent generation and the married adult children generation.

• 경영과학
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• 제32권3호
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• pp.119-130
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• 2015

Previous studies have demonstrated that the three dimensions of Triple Bottom Line (TBL : economic, social, and environmental responsibility) indirectly affect product/corporate evaluation through reciprocity perception and trust (expertize-based trust and benevolence-based trust). Different from the past studies, this study investigates on the indirect effects as well as the direct effects of the three dimensions on product/corporate evaluation. The empirical results can be summarized as follows. First, reciprocity perception affects benevolence-based trust but it does not expertize-based trust. Second, the effect of economic dimension on product/corporate evaluation is not affected by reciprocity perception and benevolence-based trust, however, the effects of social dimension and environmental dimension on product/corporate evaluation are affected by reciprocity perception and benevolence-based trust.

• 지식경영연구
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• 제16권1호
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• pp.55-69
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• 2015

Employees' knowledge contribution is one of the critical activities that maximize internal capability of the firm and facilitate organizational innovation by sharing scattered internal knowledge. This study integrates antecedents of knowledge contribution based on the theory of planned behavior(TPB). Utilizing TPB as a theoretical framework, expected reciprocity, subjective norm, and self-efficacy's direct effects on knowledge contribution were assessed. Additionally, interaction effects among expected reciprocity, subjective norm, and self-efficacy were explored. As the results of analysis, all the antecedents significantly influenced knowledge contribution. Interestingly, when the knowledge source's self-efficacy was high, the influence of expected reciprocity on knowledge contribution was decreased. Similarly, when the knowledge source's subjective norm for knowledge contribution was high, expected reciprocity's effect was weakened. This implies that when facilitating knowledge contribution, interaction effects among antecedents of knowledge contribution, as well as their direct effects, should be considered.

• Asia Marketing Journal
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• 제17권1호
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• pp.69-95
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• 2015

This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the lifespan of a social hub. The norm of reciprocity is strongly confirmed to be present in the social hub population as visits are reciprocated. We also find that increasing local dominance in terms of activities over neighboring agents leads to a longer lifespan of a social hub. Contrary to expectations, local clustering in the vicinity of social hubs is smaller (rather than larger) than overall clustering. We discuss managerial implications in the paper.

• 지식경영연구
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• 제17권1호
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• pp.113-133
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• 2016

Why illegal digital contents sharing happens? This study pays attention to the fact that file sharing is an exchanging behavior between people and it is expanding despite of an illegal behavior and proposes that it is necessary for the phenomenon to be understood from social cultural point of view beyond a personal dimension. Based on the social exchange theory, this study demonstrates effects of file sharing attitudes and continuity, regarding 'group norm', 'popular demand', 'reciprocity' and 'social solidarity' as main factors. The main findings of this study are as followed;- First, it is shown that a tacit agreement of a group on file sharing is a determinant of positive attitude to file sharing and the intent of continual file sharing. Second, it is not found that the social relationship factors that are regarded as potential influential factors on file sharing attitude have effects on file sharing behavior, except for 'group norm'. Unlike previous studies, the results may come from the fact that this study deals with an illegal behavior. The third finding indicates a structural relationship between social relationship factors. When members of a group have more amicable attitude to file sharing including silence or a tacit agreement on file sharing, more people ask illegal sharing of files that they need. Such public demand creates expectation of reciprocity. As reciprocity maintains, social connectedness is strengthened. Then, strong social connectedness escalates the intent to maintain file sharing. It is important to notice that this study promotes understanding of how digital contents sharing happens by structuring and demonstrating influential relationship between characteristic factors of the social relationship.

• 경영과학
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• 제33권2호
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• pp.49-64
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• 2016

A literature has demonstrated that the three dimensions of corporate sustainable management activities (economic, social, and environmental responsibility) affect corporate performance via reciprocity and trust (expertize-based trust and benevolence-based trust) perception. However, previous studies show some inconsistent results for the effects of reciprocity and trust perception on the relationship between corporate sustainable management activities and corporate performance. Thus, this paper re-analyzes the relationships between the constructs based on various industries and customers. The empirical results can be summarized as follows. Expertise-based trust is affected not by social responsibility and environmental responsibility but economic responsibility.

• 한국콘텐츠학회논문지
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• 제10권1호
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• pp.122-137
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• 2010

최근 블로그가 새로운 미디어로서 대중적으로 널리 사용되면서 사회 전반에 걸쳐 영향력을 확대하고 있다. 본 연구의 목적은 블로그 사용에 영향을 미치는 사회적 동기 요인을 조사하는 것이다. 본 연구에서는 기술수용모델과 사회적 동기이론을 기반으로 하여 인지된 유용성, 인지된 사용 편의성과 평판, 호혜성, 돕는 즐거움, 사회적 정체성이 블로그 사용의도에 영향을 미치는 주요 요인으로 파악하였다. 한국에서 대중적인 블로그 사이트인 네이버 블로그, 싸이월드 미니홈피, 다음 블로그, 야후 블로그 등의 사용자 342명으로부터의 온라인 설문을 통해 수집된 데이터를 실증적으로 평가한 결과, 인지된 유용성, 인지된 사용편의성, 호혜성, 사회적 정체성이 블로그 사용의도에 직접적인 영향을 미치는 것으로 나타났다. 또한 호혜성과 돕는 즐거움이 블로그 사용의도에 미치는 영향을 조절하는 요인으로서 사회적 정체성이 중요함을 밝혀냈다. 본 연구결과는 블로그 사용의도에 영향을 미치는 사회적 동기요인의 중요성에 대한 이론적 기틀을 마련하는 데 공헌함과 동시에 블로그 서비스 기업에게 사용자들의 사용의도를 높일 수 있는 전략적인 정보와 가이드라인을 제공할 수 있을 것이다.

• 한국언론정보학보
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• 제39권
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• pp.102-139
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• 2007

본 연구는 가상공간 내 정치적 토론과정에의 참여가 토론 참여자들의 시민적 태도(대인간 신뢰와 호혜성)와 시민참여 의향에 어떠한 영향을 미치는지, 그리고 이러한 영향이 토론과정에서 겪는 의견불일치 경험에 따라 어떠한 양상으로 나타나는지를 알아보기 위하여 실험연구를 수행했다. 실험 결과는 우선, 가상공간 내 정치토론은 토론 참여자들의 시민적 태도의 형성에 부분적이지만 긍정적인 영향을 미치는 것으로 나타났다. 다음으로, 토론과정에서의 의견불일치 경험은 이들 토론 참여자들의 시민적 태도를 감소시키기보다는 오히려 고양시키는 데 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 토론과정에서 획득된 시민적 태도는 그들의 시민참여 의향에 부분적이지만 긍정적인 영향을 미치고 있었으며, 이러한 효과는 대인간 신뢰보다는 호혜성에 의해서 더욱 두드러지게 나타났다. 이러한 연구 결과는 사회자본과 개념적으로 상당부분 호환이 되는 시민적 태도가 사람들 사이의 정치적 대화와 토론이라는 커뮤니케이션 행위를 통해서 형성되고 확충될 수 있음을 시사해준다. 나아가 이는 커뮤니케이션 결사체(연계망)으로서 정치적 토론의 장에의 자발적인 참여가 다른 사람들과의 공유하는 시민적 태도의 향상에 기여함으로써 사회통합과 사회적 결속력을 강화시키는 채널로서의 기능할 수 있음을 낙관적으로 조망할 수 있도록 해준다.