• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.392-404
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• 2015

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.

• Science of Emotion and Sensibility
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• v.22 no.4
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• pp.45-56
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• 2019

The regulation of emotion is known to mediate the relationship between emotion-relevant differences in individuals and their life outcomes. This study attempted to include a situational factor in addition to the mediation model and investigated whether this conditional component changed the patterns of indirect effects. The researchers recruited 180 emotional laborers working in diverse domains and used a questionnaire to ascertain their negative affectivity, cognitive reappraisal, emotional exhaustion, and the intensity of negative comments they usually received from customers. The results of the conditional indirect effect analysis revealed the positive indirect influence of negative affectivity on emotional exhaustion through cognitive reappraisal when emotional labors receive highly negative comments from customers (high intensity of the situation). Similarly, negative indirect effects were found when emotional labors receive slightly negative comments from customers (low intensity of the situation). The outcomes of this study suggest that cognitive reappraisal can mediate to decrease emotional exhaustion in contexts that arouse more intensive negative emotions; it can also mediate to increase emotional exhaustion in contexts that arouse less intensive negative emotions. The implications of this study include the importance of integrating individual differences with situational factors. The study also provides information about the distinctiveness of groups of emotional laborers.

• Industry Promotion Research
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• v.9 no.2
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• pp.103-113
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• 2024

This study aims to determine whether employment status moderates and mediates the effect of parenting stress on parenting efficacy through mental health and hope targeting women raising children and to find ways to improve parenting efficacy by utilizing mental health and hope. The survey was conducted nationwide, a purposive sampling method was used to select the survey subjects, and data were collected through a survey. The total number of subjects used in the final analysis was 300 women. Data were analyzed by applying frequency analysis, reliability analysis, correlation analysis, and moderated mediation effect analysis. The results of the study are as follows. First, as a result of correlation analysis, parenting stress showed a negative correlation with mental health, hope, employment status, and parenting efficacy. On the other hand, other variables except parenting stress showed positive correlations with each other. Second, employment status moderated and mediated the effect of parenting stress on parenting efficacy through mental health and hope. In other words, employment status played a buffering role in reducing the negative impact of parenting stress on parenting efficacy through mental health and hope. Based on these results, a plan to protect parenting efficacy was proposed.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.623-641
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• 2018

The goal of this study is to verify the effectiveness of collective leadership. Specifically, we examine the direct effect of collective leadership on creative behavior and how this relationship is affected indirectly by organization-based self-esteem. Further, we identify the conditional indirect effect psychological safety has in moderating this mechanism. To minimize the common method bias, job rank and the affectivity in work situations were set as control variables. After excluding ten univariate outliers from 319 responses that were collected, a total of 309 samples were used for analysis. Our findings showed that collective leadership has a positive effect on the creative behavior of organization members, and that organization-based self-esteem played the role as partial mediator in the relationship between collective leadership and creative behavior. Also, the conditional indirect effect of psychological safety was found to be significant in the 'high' and 'very high' percentile levels, but not in the 'very low,' 'low,' and 'middle' levels. Together, the findings imply that when leaders at organizations promote members' organization-based self-esteem and creative behavior through collective leadership, it can be more effective when members feel high psychological safety in the organization.

• Korean Journal of Agricultural Science
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• v.47 no.3
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• pp.533-544
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• 2020

In this paper, we conducted a dynamic ex-post assessment on the grape business cessation support System. Based on the analysis results, in the short term, there was an increase in grape price due to a decrease in production and accompanying increases in the prices of consumption substitution items. However, in the long run, grape prices fell again due to an increase in grape production because of the entry of new grape farmers and the growth of adult grape trees. In addition, the analysis showed that the balloon effect caused by the conversion of crops caused indirect damage such as an increase in the production volume of substitution crops and a decrease in prices. When analyzing the social welfare measurement, the results showed that the support system for business cessation increased the overall social welfare due to an increase in producer welfare because of a price increase in the short term, but in the long term, both producer and consumer welfare decreased. In the end, it is necessary to review the system because the government's intervention may cause market distortion and inefficient resource allocation. Above all, it is necessary to minimize the indirect effect of the industry's contraction and balloon effect due to excessive business cessation. For this, conditional support should be provided in parallel with post management rather than unconditional support. In addition, it is necessary to provide a strategic support system that considers substitution items in addition to those items to be supported.

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.27-35
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• 2022

We investigated the role of product-influencer congruence between social distance, perceived authenticity and attitude toward ads. In particular, we focused on the mediating effect of perceived authenticity on the relationship between social distance and attitude toward ads. Also, we interested in the conditional indirect effect of product-influencer congruence on the mediation process. For our purposes, data were collected from a convenience sample of 340 undergraduate students at a large university in South Korea. Our results indicated that social distance is directly related to the perceived authenticity and, consequently, affects attitude toward ads. Also, an indirect effect of the perceived authenticity was significant on the low level of product-influencer congruence and not in the high level. Our findings suggest that marketing managers should consider the social media influencer's authenticity and congruence between the product and the influencer.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.107-117
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• 2017

This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.19-32
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• 2020

This study analyzed the effects of ICT technical characteristics of agricultural industry on smart farm entrepreneurial intention by using smart farm effort expectation and smart farm acceptance intention as mediators for smart farm pre-founders. Sub-variables of the technical characteristics of agricultural industry ICT were classified into availability, economics, data convergence and scalability. 349 questionnaires collected from pre-founders living in the country were used for empirical analysis. SPSS v22.0 and Process macro v3.4 were used to analyze the data based on serial multiple mediation model. First, economics and scalability had a positive (+) effect on start-up intention. Second, availability, economics and scalability had a significant effect on effort expectation. Third, effort expectation had a significant positive effect on acceptance intention. Fourth, acceptance intention had a significant positive effect on start-up intention. Fifth, the indirect effects of economics on start-up intention were all significant through effort expectation, through acceptance intention and through both effort expectation and acceptance intention. Sixth, the indirect effect of data convergence on start-up intention was significant through acceptance intention. Seventh, the indirect effect of scalability on start-up intention was significant through effort expectation and through both effort expectation and acceptance intention. As a follow-up study, it is necessary to study for the mediating variables other than mediators introduced in the study or the moderated mediation analysis through the conditional process model in which the moderating variable is introduced.

• Journal of Korean Society for Quality Management
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• v.48 no.3
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• pp.361-379
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• 2020

Purpose: The purpose of this study was to investigate the relationship between employee authenticity and customer loyalty. This study also examined whether rapport positively mediated the above relationship. In addition this study address the moderating role of customer emotional intelligence in the relationship between employee authenticity and rapport. By developing moderated a mediation model, we addressed indirect conditional effect of customer emotional intelligence on the relationship between employee authenticity and customer loyalty via rapport. Methods: The survey data was collected by customers who used various services in Korea. The main hypotheses were tested using a cross-sectional design, with questionnaires administered to 292 customers. Results: The result of empirical analysis has shown that employee authenticity was significantly positively related to customer loyalty. We have also found that rapport positively mediated the relationship between employee authenticity and customer loyalty. While there was a significant moderating effect of customer emotional intelligence on the relationship between employee authenticity and rapport, the moderated mediating role of customer emotional intelligence was found. Conclusion: The results provide useful theoretical and practical implications to the organizations and managers who want to improve customer loyalty. Future research directions with the limitation of the study were discussed.

• Industry Promotion Research
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• v.9 no.2
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• pp.223-231
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• 2024

This study aims to determine whether gender moderates the impact of grit on academic achievement through learning engagement among Chinese high school students. Data were collected through an online survey targeting 345 high school students purposively sampled from a high school in Guangdong, China. The collected data was analyzed using SPSS PC+ Win ver. 25.0 and SPSS PROCESS macro ver. 4.2. The applied statistical methods were frequency analysis, reliability analysis, correlation analysis, and moderated mediation effect analysis. The conclusion of the study is as follows. First, grit had a significant positive correlation with learning engagement and academic achievement but no significant correlation with gender. Learning engagement showed a positive correlation with gender and academic achievement. Second, gender moderated the effect of grit on academic achievement through learning engagement. In other words, the conditional indirect effect of grit on academic achievement through learning engagement was higher for men than for women. Based on these results, this study proposed ways to utilize grit and learning engagement differently according to gender to improve the academic achievement of high school students.