• Proceedings of The Korean Society of Health Promotion Conference
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• 2004.10a
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• pp.59-88
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• 2004

' Healthy Japan 21 ' is a new health policy that has been proposed for the 21st century: it embodies a totally new concept for its viewpoints and methods. To start with, for its goal, the focus is placed on the ' quality of life ' or a life that is tree of diseases, rather than mere prolongation of life. For its doctrine, the emphasis has shifted dramatically from improving the health of the entire population (the traditional approach for health improvement) to ' achieving an ideal health status for each individual. The ultimate aged society that arrives first in Japan is a society in its ultimate form for human being. Why did Japan become westernized, giving up her traditional culture? Why did she go through industrialization, sacrificing her nature? And why does she try so hard to industrialize the developing countries? These efforts are all preparation for the arrival of a ultimate aged society. During the 20th century, we believed in unlimited possibilities and expanded our social frontier. 1n the 21st century, on the other hand, a super-aged society (the ultimate society), a glimpse of which we have witnessed from time to time, will descend on us sooner or later. It is expected to arrive first in Japan. ' Healthy Japan 21 ' is intended to prepare for the arrival of the hitherto unheard of super-aged society by building the physiological basis of people. This policy is social experimentation on an immense social scale, in which questions are posed on the understanding of health, the relationship between individuals and society, the relationship between administration and citizens, the manner by which central and local governments operate, and the new relationship between prevention and therapy. ' Healthy Japan 21 ' may be summarized as an experiment on a huge scale directed to the ultimate form of human society, in which Japan and each of her citizens playa role and set an example for the rest of the world. Even just by considering various approaches newly suggested for this venture, one may be convinced that it is a policy with features suitable for a country that has already achieved the world's highest longevity.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.59-68
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• 2015

It's important to analyse effects of word of mouth for making its impact higher in performance of motions pictures. And it's required to combine variety sales activities like free gift, promotion goods and price discount with word of mouth for the box office of film. The purpose of this study is to compare between groups classified by demographic characteristic into effects from word of mouth and methods of sales promotion in intention of watching film. On the other hand existing studies on sales activity and word of mouth were one-sided in theoretical background, a meaning of this study is theorizing a social phenomenon about sales promotion of movie giving actual examples that currently are effected by production company, Movie theaters, distribution company and affiliated company. For this purpose, it conducted a survey targeting 500 students in B university in Seoul city and 379 answers got received, and it proceeded this study with 369 answers except 10 inaccurate ones. Creating questionnaires with Likert 5 point scale, it decided that case of substantial inclination was 5 points and inverse one is 1 point. Doing analysis T and ANOVA according to male and female, kinds of major study and number of average monthly watching movie, it analysed the test results after comparison analysis between classified group. The results are summarized as follows: First, offering premiums is more effective by masculine than feminine, but situation of free gift is an opposite result. Second, there are no differences of effects word of mouth and methods of sales promotion by majority departments. Third, there are much differences between groups classified by average number of watching film in a month into effects from word of mouth and methods of sales promotion. Group of watching film more 3 times in a month is more effective than the other groups in intension of watching film by word of mouth. Fourth, word of mouth is great factor to increase intention of watching film and second one is discount on the price.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.4
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• pp.197-209
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• 2018

Recently, many start-up failures occur as the number of attempts to start a business increases in a social atmosphere that encourages start-up. In particular, young entrepreneurs have a lower survival rate than general entrepreneurs because young entrepreneurs are challenging just with a simple idea to overcome the difficulties of employment while lacking prior knowledge and experience of business. Therefore, the reason for the failure of start-up is lack of preparation for start-up and lack of entrepreneurship. The purpose of this study is to develop a measurement tool to build a basic framework for entrepreneurship development and start - up preparation activities for young people. To develop an entrepreneurship measurement tool, researchers developed a preliminary question through qualitative research methods such as literature research, focus group interview, and expert verification. After that, researchers surveyed 102 entrepreneurs using quantitative research method and to verify the construct validity of the measurement tool, the final entrepreneurship measurement tool was completed through exploratory factor analysis and confirmatory factor analysis. The entrepreneurship measurement tool developed through this research process consists of 7 components and 15 measurement items. First, in the step of 'confirming entrepreneurial intention', two items of 'self-analytic competence', three items of 'ability of establishing start-up philosophy'are contained. Second, in the step of 'drawing up a start-up model', two items are contained in each category such as, 'ability of eliciting entrepreneurial idea,' 'ability of analyzing idea validity,' 'competence of planning a venture start-up model'. Third, in the step of 'planning the venture start-up,' two items are contained in each category such as, 'business-plan presentation competency,' 'ability of implementing organizational system.'. The measurement tool of entrepreneurship is meaningful as it could help young entrepreneur find out their lacking competence in preparing their start-ups and strengthen necessary competences by measuring their own entrepreneurship. Rather in the entrepreneurship education, basic data that can diagnose the entrepreneurship of young entrepreneurs is provided.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.159-174
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• 2020

This study is an empirical study analyzing the effects of positive psychological capital on job burnout. In addition, positive psychological capital played a role in organizational citizenship behavior, and tried to verify the role of organizational citizenship behavior as a black box, or parameter, between job burnout. And then, the sub-factors of organizational citizenship behavior were divided into two: individual-oriented organizational citizenship behavior and organization-oriented organizational citizenship behavior. To this end, a questionnaire survey was conducted for members of small and medium-sized enterprises to compare and analyze the relationship between variables. Positive psychological capital is increasing interest in that it can reduce the job burnout of members and embrace the propensity of young generations represented by millennials because it can improve the effectiveness by developing positive mental states and strengths of the organization. There is a need for research as a keyword. As a result of this study, first, it was found that positive psychological capital of SME(small and medium-sized enterprises) members had a positive effect on organizational citizenship behavior. Second, positive psychological capital was found to have a significant negative effect on job burnout. Third, it was a verification of how positive psychological capital and organizational citizenship behavior affect job burnout. In the relationship between positive psychological capital and job burnout, organization-oriented organizational citizenship behavior was found to play a mediating role. However, it was found that individual-oriented organizational citizenship behaviors among the organizational citizenship behaviors are not valid. In this study, positive psychological capital and job burnout, which have been mainly studied in service workers' emotional workers(crew, nurses, counselors, etc.), nursery teachers, and social workers, were applied to SME members by using the parameters of organizational citizenship behavior. You can put that implication on things. The positive psychological capital and organizational citizenship behavior can be further enhanced through SME members' love for the company, improvement of consideration among employees and resulting organizational commitment and work performance. It could also provide momentum for sustainable management for small and medium-sized enterprises that are relatively short of capital and resources.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.3
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• pp.53-65
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• 2013

In Korea recently the consumption of coffee has been drastically increased and majority of people who are more than $20^{th}$ are drinking more than a cup of coffee every day. Nowadays coffee a kind of essential items in modern urban society. As the popularity of the coffee is increasing, As the coffee consumption is growing, the studies on coffee also have been increased. Many of the studies on coffee were focused on the consumer attitudes, coffee shops and franchise coffee shops, and coffee components or ingredients. As the products of the coffee are becoming diverse, the consumers of coffee also becoming diverse. There was a study showing that coffee has variety of types, and that motivations and attitudes for coffee consumption are different depend on demographic statistics such as age and life styles. On this study main focus was life style and consumer's motivation on coffee consumption. For this study the survey was conducted on the people living in Seoul City and Kyengkido from March 1, 2013 to March 31, 2013. 600 questionnaires were distributed and 480 were collected and 470 were used for analysis of this study. The statistics program used in this study was SPSS. The method used in the analysis wee factors analysis test, reliability test, validity test, t-testy, One-Way ANOVA, and regression analysis. In this study according to the factor analysis, the life styles were classified the following six categories ; wellbeing pursuit, taste pursuit, atmosphere pursuit, dine-out pursuit, instant pursuit, and economic value pursuit. The factors of coffee consumption motivation were 6; wellbeing consumption motivation, changing mood consumption motivation, social consumption motivation, habitual consumption motivation, and emotional consumption motivation. The demographic factors used in this study were age, marital status, occupation, educational background, residence, income, and eating-out expenses. The hypothesis used in this study were two. The first hypo-thesis was whether the coffee consumption was affected by the life styles. The second hypo-thesis was whether there was any statistical differences on the motivation of coffee consumption according to the characteristics of life style. The outcome of this study demonstrated that life styles had partial impact on coffee consumption motivations. According to the characteristics of the life style, except for the habitual consumption motivation, all the other factors showed statistical differences on coffee consumption motivations according the characteristics of life styles.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.109-124
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• 2021

This study tried to verify the causal relationship that SMEs' organizational culture and self-efficacy would affect job crafting and job satisfaction. Unlike previous domestic studies that have been studied for organizational culture at the organizational level and self-efficacy at the individual level, this study tried to verify the interaction between job crafting and job satisfaction using different mechanisms as antecedent factors. In order to verify the research model of this study, questionnaires of 144 small and medium-sized enterprises (SMEs) workers located in Seoul and metropolitan areas were analyzed. Factor analysis and correlation analysis were performed to verify the reliability and validity of the research model on the relationship between variables, and empirical analysis was performed using regression analysis and mediation effect analysis to verify the hypothesis. The results of the study were first, that organizational culture and self-efficacy had a positive (+) effect on job crafting. On the other hand, relationship-oriented culture and hierarchical-oriented culture, which are sub-factors of organizational culture, were found to be insignificant. Second, organizational culture and self-efficacy were found to have a positive (+) effect on job satisfaction. On the other hand, it was found that market-oriented culture and hierarchical-oriented culture, which are sub-factors of organizational culture, were not significant. Third, job crafting was found to have a positive (+) effect on job satisfaction. On the other hand, it was found that the sub-factors of job crafting, disruptive job demands and social job resources, were not significant. This means that organizational culture partially affects job crafting and job satisfaction of SMEs, and job crafting also partially affects job satisfaction. The implications of this study are first, suggesting the meaning of SME organizational culture for stable and efficient human resource management for SMEs suffering from low productivity and high turnover rate. Second, it was meaningful to understand the possibility of introducing job crafting as an effective job management plan for SMEs. Third, in the current situation where there are few cases of practical introduction of job crafting, research on understanding job crafting for SMEs and improving job satisfaction is thought to be helpful in improving the productivity of SMEs.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.3
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• pp.177-191
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• 2021

Due to the development of mobile devices and streaming technology, many changes in consumption patterns have appeared. In addition, social impact is becoming an era of non-face-to-face consumption due to the panthermic environment of COVID-19. Accordingly, in line with the non-face-to-face consumption trend, we focused on the importance of live commerce, which is emerging as a new distribution channel, and tried to investigate the causal relationship that the characteristics of live commerce and show hosts have on purchase intention. The respondents of this study were 235 general adults of live commerce users. Interaction, economics, entertainment as the characteristics of live commerce and attractiveness, professionality, and awareness as the characteristics of show hosts were set as independent variables. Purchase intention was set as the dependent variable, and content flow was set as the mediating variable. As a result of the study, it was found that the characteristics of live commerce such as Interaction, economics, entertainment, and the characteristics of show hosts such as attractiveness, professionality, and awareness all had a positive (+) significant effect on purchase intention. The impact was shown in the following order: entertainment of live commerce, awareness, attractiveness, professionality of show hosts, economics, interaction of live commerce. In addition, the results of the mediating effect of content flow on purchase intention are as follows. Content flow was found to play a mediating role between interaction, entertainment, attractiveness, professionality, awareness and purchase intention. On the other hand, economics was analyzed to have no mediating effect. The implications of this study are as follows. Companies and show hosts that sell products in live commerce should sell products that can inspire consumers rather than simply sell products. In addition, it is considered that content that provides entertainment and attractions gives pleasure to consumers. If not only a well-recognized show host, but also people with high recognition in various fields such as influencers and creators, become show hosts, consumers' content flow and purchase intentions will increase. And vendors must offer interesting content development and reasonable prices. Show hosts need to focus on active communication with consumers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.2
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• pp.109-121
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• 2021

With the recent increase in senior retirement, and senior start-ups are becoming more active due to high interest in start-ups. Research on young entrepreneurship, including college students, is being actively conducted, but most of the preceding research on senior entrepreneurship was conducted mainly on personal characteristics and social environment, and there were not many empirical studies on the influencing factors of entrepreneurship support policies. In this study, research and discussion on the entrepreneurial support policy and entrepreneurial competence as the influencing factors of senior entrepreneurship. As the independent variable of this study, the founder's competency was adopted as two factors: technical competence and creative competency, and the entrepreneurial support policy was divided into education support and funding support. Mentoring was set as a controlling variable and entrepreneurial intention was set as a dependent variable. A total of 232 questionnaires collected from seniors in their 40s or older were empirically analyzed. To verify the hypothesis of the study, SPSS 23 was used for exploratory factor analysis and regression analysis, and Process 3.4 was used for moderation effect. As a result of the study, it was found that the factors of technical competence, creative competence, educational support, and funding all have a significant influence on the will of entrepreneurship. It was found that creative competency(𝛽=.318), funding support(𝛽=.188), educational support(𝛽=.152), and technical competence(𝛽=.139), in this order, influenced the entrepreneurial intention. It was verified that the moderating effect of mentoring was significant between technical competence, creative competence, and entrepreneurial intention, but the moderating effect of mentoring between educational support, funding and entrepreneurial intention was not. The implications of this study will contribute to the research of senior start-up support policies, institutional supplementation, and differentiated start-up support programs by studying the factors of senior start-up capabilities and start-up support policies. It is also believed that it will contribute to the search for ways to increase creative capabilities that have a high influence on the willingness to start a business and the expansion of mentoring functions.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.1-15
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• 2021

Due to long-term social distancing due to the spread of COVID-19, business trends of restaurant companies are being implemented in accordance with the changed environment such as packaging and subscription. However, even in this environment, upscale restaurants are generating high profits by trying to differentiate themselves from existing restaurants by providing high-quality services with the best facilities. Therefore, this study describes how customers' experience of upscale restaurant service influences behavioral loyalty. That is, the purpose of this study is to determine the effect of service experience on cognitive satisfaction and emotional attachment, and to examine the causal role of cognitive satisfaction and emotional attachment by confirming the relationship between these constructs and relationship commitment and behavioral loyalty. To verify this, data were collected through face-to-face interviews with 300 consumers who recently used a upscale restaurant. Of the collected data, 275 copies(91.6%) were used for the final analysis, and inaccurate or erroneous data among 25 response sheets were excluded. In this study, the validity and reliability of the data were checked and the research hypothesis was verified by using SPSS 21.0 and AMOS 20 statistical package. Frequency analysis was performed to confirm the demographic characteristics of the respondent. Structural equation model analysis(SEM) was used to confirm the fit of the research model and to verify the research hypothesis. As a result of the research hypothesis analysis, it was found that service experience had a positive effect on cognitive satisfaction, and cognitive satisfaction had a positive effect on emotional attachment, relationship commitment, and behavioral loyalty. Also, it was found that emotional attachment had a positive effect on relationship commitment and behavioral loyalty, and relationship commitment had a positive effect on behavioral loyalty. However, service experience did not affect emotional attachment. With this study, marketers and managers of upscale restaurants such as hotel restaurants need to accurately select their target audience, understand their service needs, and then present the appropriate service to them. In addition, they should not only induce cognitive satisfaction by providing excellent service to their customers, but also identify moments of truth and present appropriate services so that satisfied customers can strengthen their emotional attachment. In addition, it is necessary to strengthen the relationship with their firms by forming friendly relationships with customers who have high emotional attachment, and also to induce relationship commitment so that such customers have a strong sense of belonging and attachment to their firms.

• Journal of Venture Innovation
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• v.5 no.2
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• pp.49-66
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• 2022

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.