• Title/Summary/Keyword: The Mediated Moderation Effect

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The Interaction Roles of Ambient Pride Type and Advertisement Type on Product Evaluation (프라이드의 유형과 광고유형의 광고제품평가에 대한 상호작용효과)

  • Choi, Nak-Hwan
    • Journal of Distribution Science
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    • v.13 no.5
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    • pp.61-70
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    • 2015
  • Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

Comparison Analysis on Consumption Behavior depending on Emotional Style (호텔 종사원들의 감성스타일이 소비 형태에 미치는 영향)

  • Kim, Dae-Sub;Kim, Hee-Kee
    • Culinary science and hospitality research
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    • v.21 no.1
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    • pp.143-158
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    • 2015
  • The purpose of this research is to examine how emotional intelligence has a moderating effect on the relationship between emotional dissonance and job burnout and to investigate a mediating relationship between emotional dissonance and turnover intention through job burnout. To test the hypotheses, moderation analysis, mediation analysis and moderated mediation analysis were performed. Of the 300 self-report questionnaires distributed to hotel employees, 233 usable responses were received and utilized in the final analyses. The results show that emotional dissonance significantly affected job burnout, and job burnout completely mediated the effect of emotional dissonance on turnover intention. Additionally, emotional intelligence moderated the relationship between emotional dissonance and job burnout, suggesting that the emotional dissonance-job burnout relationship was stronger in the low emotional intelligence group than in the high emotional intelligence group. Particularly, emotional intelligence moderated the mediating relationship between emotional dissonance and life style intention via job burnout(moderated mediation effect), indicating that the mediation effect was stronger in the low emotional intelligence group. Therefore, hotel managers should efficiently implement strategies and programs to reduce emotional dissonance and job burnout and enhance emotional intelligence, which lead to lower turnover intention.

The Effects of Individuals' Perception toward Extramarital Affair on the Openness to Extramarital Sex : Focusing on Double Mediating Effects of the Acceptance toward Extramarital Relationship and Unacceptance of Spouse's Extramarital Relationship and Moderation Effect of Marital Status (불륜에 대한 인식이 혼외성관계 개방성에 미치는 영향 : 본인외도 용인과 배우자외도 불용인의 이중매개효과와 결혼상태의 조절효과분석을 중심으로)

  • Lee, Won-June;Lee, Hee-Jin
    • Journal of the Korea Convergence Society
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    • v.11 no.8
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    • pp.211-222
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    • 2020
  • This study is an empirical research based on data analysis obtained by surveying 655 adult men and women. The notable findings are as follow: First, overall, individuals' perception of extramarital affair is negative, but about 16.4% respondents have a positive perception of it. Second, the respondents have a more critical perception of their spouse's extramarital affairs compared to their own. Thirdly, the less critical perception of extramarital affair, the more acceptance of my extramarital relationship, the less tolerance of my spouse's extramarital relationship regardless marital status. Forth, while the less tolerance of spouse's extramarital relationship, the less openness to extramarital sex among unmarried group, the more acceptance of my own extramarital relationship, the more openness to extramarital sex among married group. Lastly, individuals' perception of extramarital relationship does not directly affect the openness to extramarital sex only among unmarried group, however, the correlation between the perception of extramarital affairs and the openness to extramarital sex is fully mediated by the effect of unacceptance of spouse's extramarital affairs. The moderating effect of marital status is proved.

The Moderating Effects of Peer Support on the Relationship between Family Functioning, Self-differentiation, and Self-esteem among High School Students (고등학생의 가족기능과 자기분화, 자존감의 관계에서 또래지지의 조절된 매개효과)

  • Choi, Yoon Sun;Lee, Kyu Mee
    • Korean Journal of School Psychology
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    • v.17 no.1
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    • pp.65-86
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    • 2020
  • The purpose of this study was to examine whether self-differentiation mediates the relationship between adolescents' family functioning and self-esteem and to examine whether peer support and family conflicts had moderated mediating effects. For this purpose, 522 students from four high schools in Gyeonggi province were surveyed about their family functioning, self-differentiation, self-esteem, and peer support. The results were analyzed using SPSS 21.0 and PROCESS. The mediating, modulating, and moderated mediating effects were analyzed. The results of this study were as follows. First, correlation analysis showed that family functioning, self-differentiation, self-esteem, and peer support were significantly positively correlated. Second, the moderated mediating effects of peer support were as follows. First, self-differentiation had a partial mediating effect in the relationship between family functioning and self-esteem such that family functioning and self-differentiation were positively correlated and self-differentiation and self-esteem were positively correlated. Second, peer support had a moderating effect in the relationship between family functioning and self-differentiation that promoted self-differentiation. Thus, peer support affected family functioning and self-differentiation. Third, verifying the moderated mediating model of peer support by combining the mediation model of self-differentiation and the moderation model of peer support identified above showed that self-differentiation mediated the relationship between family functioning and self-esteem. Thus, family support affected self-differentiation and self-differentiation affected self-esteem. The significance of this study was as follows. First, it showed that self-differentiation significantly mediated the relationship between family functioning and self-esteem, clarifying the relationship between family functioning and self-esteem. Second, it showed that peer support moderated the relationship between family functioning and self-differentiation, identifying a mechanism that promotes self-differentiation. Third, it showed the mediation of self-differentiation of the relationship between family functioning and self-esteem depended on peer support.

The Characteristics and Performances of Manufacturing SMEs that Utilize Public Information Support Infrastructure (공공 정보지원 인프라 활용한 제조 중소기업의 특징과 성과에 관한 연구)

  • Kim, Keun-Hwan;Kwon, Taehoon;Jun, Seung-pyo
    • Journal of Intelligence and Information Systems
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    • v.25 no.4
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    • pp.1-33
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    • 2019
  • The small and medium sized enterprises (hereinafter SMEs) are already at a competitive disadvantaged when compared to large companies with more abundant resources. Manufacturing SMEs not only need a lot of information needed for new product development for sustainable growth and survival, but also seek networking to overcome the limitations of resources, but they are faced with limitations due to their size limitations. In a new era in which connectivity increases the complexity and uncertainty of the business environment, SMEs are increasingly urged to find information and solve networking problems. In order to solve these problems, the government funded research institutes plays an important role and duty to solve the information asymmetry problem of SMEs. The purpose of this study is to identify the differentiating characteristics of SMEs that utilize the public information support infrastructure provided by SMEs to enhance the innovation capacity of SMEs, and how they contribute to corporate performance. We argue that we need an infrastructure for providing information support to SMEs as part of this effort to strengthen of the role of government funded institutions; in this study, we specifically identify the target of such a policy and furthermore empirically demonstrate the effects of such policy-based efforts. Our goal is to help establish the strategies for building the information supporting infrastructure. To achieve this purpose, we first classified the characteristics of SMEs that have been found to utilize the information supporting infrastructure provided by government funded institutions. This allows us to verify whether selection bias appears in the analyzed group, which helps us clarify the interpretative limits of our study results. Next, we performed mediator and moderator effect analysis for multiple variables to analyze the process through which the use of information supporting infrastructure led to an improvement in external networking capabilities and resulted in enhancing product competitiveness. This analysis helps identify the key factors we should focus on when offering indirect support to SMEs through the information supporting infrastructure, which in turn helps us more efficiently manage research related to SME supporting policies implemented by government funded institutions. The results of this study showed the following. First, SMEs that used the information supporting infrastructure were found to have a significant difference in size in comparison to domestic R&D SMEs, but on the other hand, there was no significant difference in the cluster analysis that considered various variables. Based on these findings, we confirmed that SMEs that use the information supporting infrastructure are superior in size, and had a relatively higher distribution of companies that transact to a greater degree with large companies, when compared to the SMEs composing the general group of SMEs. Also, we found that companies that already receive support from the information infrastructure have a high concentration of companies that need collaboration with government funded institution. Secondly, among the SMEs that use the information supporting infrastructure, we found that increasing external networking capabilities contributed to enhancing product competitiveness, and while this was no the effect of direct assistance, we also found that indirect contributions were made by increasing the open marketing capabilities: in other words, this was the result of an indirect-only mediator effect. Also, the number of times the company received additional support in this process through mentoring related to information utilization was found to have a mediated moderator effect on improving external networking capabilities and in turn strengthening product competitiveness. The results of this study provide several insights that will help establish policies. KISTI's information support infrastructure may lead to the conclusion that marketing is already well underway, but it intentionally supports groups that enable to achieve good performance. As a result, the government should provide clear priorities whether to support the companies in the underdevelopment or to aid better performance. Through our research, we have identified how public information infrastructure contributes to product competitiveness. Here, we can draw some policy implications. First, the public information support infrastructure should have the capability to enhance the ability to interact with or to find the expert that provides required information. Second, if the utilization of public information support (online) infrastructure is effective, it is not necessary to continuously provide informational mentoring, which is a parallel offline support. Rather, offline support such as mentoring should be used as an appropriate device for abnormal symptom monitoring. Third, it is required that SMEs should improve their ability to utilize, because the effect of enhancing networking capacity through public information support infrastructure and enhancing product competitiveness through such infrastructure appears in most types of companies rather than in specific SMEs.