• Journal of Distribution Science
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• v.14 no.8
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• pp.129-138
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• 2016

Purpose - The present study theoretically reviews the use of power norm according to the cultural orientation of consumers to categorize the shopping value that corresponds to the use of the power norm when consumers use local food stores. Research Design, Data, and Methodology - Based on the data collected from the survey to 130 undergraduates, salaried men and people at large, the group with cultural value orientation was divided further into the group of horizontal individualism and that of vertical collectivism by using cluster analysis of SPSS 18.0 program. And regression analysis of SPSS 18.0 was employed to verify the hypotheses. Results - The following conclusions were shown in the empirical study. First, in the group of vertical collectivism, contribution to regional profits and competitiveness, economic value and service superiority can positively affect the attitude to the local food stores while the social responsibility activity in the community can't. In the group of horizontal individualism, however, contribution to regional profits and competitiveness, social responsibility activity, economic value and service superiority were all found to positively affect the attitude to the stores. Second, the distinctive shopping value of the stores such as escapism, entertainment value and prestige does not affect the attitude to the stores. Third, the positive effects that the stores' level of responsibility for the outgroup community can exercise on the attitude to the stores turned out to be bigger in the group of horizontal individualism than in the group of vertical collectivism. Fourth, the impact that the degree of the stores' contribution to regional profits and competitiveness has on the attitude to the stores was found to be positive in both groups. However, no difference existed in the degree of positive effects between them. Conclusions - Marketing managers of local food stores should pay more attention to managing their contribution to practical shopping value and to interests as well as competitiveness of regional society, and to persuading consumers of the horizontal individualistic group by performing responsible activities for the outgroup of local society regardless of the types of consumers' cultural orientation.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.315-324
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• 2019

In this research, one of five Hofstede's cultural dimension, Long term orientation (LTO) was selected to examine its influence on individual's change oriented organizational citizenship behavior with emotional regulation mediating. East Asian countries and Korea especially received higher score on LTO cultural dimension, meaning it valued harmony, long term relations and saving for future. Also, in today's hyper competitive and evolving global climate, the ability to adapt quickly and also to be able to control one's emotion is highly valued individual competency. Previous research on Hofstede's cultural dimensions were conducted at mostly national or large group levels. However, in this study, Yoo's CVSCALE which allowed for individual level analysis on Hofstede's cultural dimensions were used to analyze multinational company's employees's long term orientations' influence on emotional regulation and change oriented organizational citizenship behavior. The survey conducted from 200 employees from major electronic company based in S city in Korea for two weeks period and the results indicated long term orientation positively influenced change oriented organizational citizenship behavior. Also emotional regulation mediated between long term orientation felt by individuals and change oriented organizational citizenship behavior. Such results validated previous studies that indicated emotional regulation as possible antecedents of individual proactive behaviors such as change organizational citizenship behavior and long term oriented view as another potential antecedent of change oriented organizational citizenship behavior in multinational corporation setting.

• Journal of Distribution Science
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• v.14 no.11
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• pp.91-102
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• 2016

Purpose - The objectives of this study are as follows. First, it aims to suggest an analysis model that has integrated the relationship between the two factors and export performance and conduct an empirical analysis of the factors. Second, the study seeks to analyze the mediating effect by setting direct channel governance as a specific activity to connect market orientation, a cultural asset, to export performance. Third, through these analyses, the study intends to apply the relationship between market orientation and direct channel governance that the existing studies have failed to observe comprehensively on SMEs in Korea. Based on these analyses, the study expects to expand the discussion of previous researches by analyzing the mediating effect of direct channel governance. Research design, data, and methodology - This study developed a model that has integrated market orientation, direct channel governance, and export performance. It established 7 hypotheses including the mediating effect of direct channel governance. Market orientation was consisted of customer orientation and competitor orientation, and 4 latent variables were measured by 18 questions. LISREL, an analysis tool of structural equation model, was used for hypothesis test and there were 183 sample for analysis. Results - The analysis results showed that customer orientation has a positive influence on direct channel governance, but competitor orientation did not have a statistically significant effect. On the contrary, export performance showed an opposite result. That is, customer orientation did not have any influence but competitor orientation had a significant influence on export performance. It was also confirmed that there was a significant influence in the relationship between channel governance and export performance. According to the analysis of mediating effect, direct channel governance had a full mediating effect between customer orientation and export performance. Conclusions - The study results demonstrated that it is important to build a direct channel governance on the export SMEs in Korea, especially since the direct channel governance complements the influence of customer orientation that does not directly influence export performance among market orientation activities. This implies that Korean export SMEs must strive to build an effective direct channel governance.

• Korean Journal of Culture and Social Issue
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• v.19 no.3
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• pp.457-485
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• 2013

This study attempted to discover the dimensions of Korean culture, with the presumption that the cross-cultural studies(Hofstede, 1980, 1997; Schwartz, 1992, 1994; Trompenaars and Hampden-Turner, 1997; House et al., 2004) have limitation to explain non-western culture including Korean culture. Even though there are some Korean cultural studies, they used heuristic approaches applying the authors' experiences and intuitions. This study applied the Cultural Consensus Theory to overcome the previous studies' shortcomings and to discover the dimensions that can be empirically proved by data. In specific this study conducted in-depth interview, used content analysis, did frequency analysis, and applied pilesort technique, multidimensional scaling and network analysis. As a result, this study obtained five categories: public self-consciousness, group-focused orientation, affective human relations, hierarchical culture, and result-orientation. It is expected that these dimensions can be used as important variables that may explain Korean social phenomena.

• English Language & Literature Teaching
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• v.15 no.4
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• pp.109-136
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• 2009

This study investigates English medium instruction (EMI) in an institution of higher education in Seoul, Korea to see whether this course creates cultural correction (reproduction of inequitable relations of power in EMI settings) or cultural continuity (opportunities for transporting students into a third space and enabling them to explore cultural diversity and to create new knowledge for themselves). A single site where EMI is carried out, a class on fairy tales and child education taught by a native English speaking professor, was chosen because it was hypothesized that the professor would display some of her unconscious dominant cultural orientation. The results of the study show that there more cases of cultural correction than there were of cultural continuity. Cases of cultural correction included lack of knowledge about the local context, fixing Korean classroom discourse as if it were American classroom discourse, and reproducing orientalism in the local educational setting. Cases of cultural continuity included using comparison to consider the cultural reality of the milieu, creating new knowledge for the local milieu, and learning as a dynamic ongoing process. Implications of this research are discussed including the important realization that EMI should be managed by subject specialists who are trained in language education and have knowledge of the students' needs and discourse in the L1 and in the local context.

• Journal of Wellbeing Management and Applied Psychology
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• v.2 no.1
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• pp.35-39
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• 2019

This paper presents two social and academic studies on the boundary between cultural production and consumption. The first line of the study on cultural omnivore analyzes the choice of heterogeneous audiences in the face of various cultural offerings. The second line is a study of market categories, which analyzes the responses of peer audiences to objects with different levels of category code compliance. As such, this paper developed a heterogeneous audience model to evaluate objects of different types. This allows us to consider two dimensions of cultural preference: diversity and orientation of selection. To this end, this paper proposes a new analytical frame work to map consumption behavior on these two dimensions. The results suggest that one type of target that values diversity and transformation is particularly resistant to those that span boundaries. We test this argument in the analysis of two large data sets on film and restaurant reviews. Overall, our findings can extend beyond cultural consumption. Outline variability of contextual individuals or individuals in the same situation can cross cultural boundaries even if they are not intentionally pursuing such hybridism.

• International Commerce and Information Review
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• v.11 no.1
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• pp.67-92
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• 2009

This study investigates the relationship between Culture and online trust in three cultural dimensions: individualism, collectivism and long term orientation. For this purpose, this study proposes the empirical hypothesis to test the implication of the proposed model. The results are as follows. First, the purchase intention is influenced by the online trust in statistical sense. Second, the relationship between Culture and the antecedents of online trust are statistically established in three cultural dimensions: individualism, collectivism and long term orientation. The direction of future research is to develop the more refined hypothesis to test the empirical model in the field of on line trust and culture.

• English Language & Literature Teaching
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• v.13 no.2
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• pp.155-176
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• 2007

An attempt to investigate the effect of gender differences on Korean students' EFL learning orientation was made. To explain a Korean EFL learning context, three criteria (cultural distance between the target country and the host country, communicative needs of the TL, the status of the TL in the host country) are adopted. Moreover, as a contrastive FL learning context from the Imposed FL learning context, a FL learning context where there is a substantial cultural distance from the TL community, communication needs of the TL do not exist, and the TL enjoys a special educational and socioeconomic status in the host country, a concept of an Integrative FL learning context is newly brought up in this paper. As the result of a questionnaire conducted in four different high schools, female learners can be claimed to be more internalized about academic and socioeconomic benefits the TL entails for their social advancement and overcoming inequality between men and women in society, albeit insignificant numerical data.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.513-522
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• 2021

The current research aims to explore which type of identity-based message can be more persuasive for Chinese consumers to form positive restaurant brand attitude based on their cultural orientation, and to examine the roles of brand objective relevance and psychological power state in the persuasive process. The study employs a 2(identity expression focus: warmth vs. competence) × 2(message description manner: identity-defining vs. identity-referencing) × 2(experienced power state: high vs. low) between-subjects design, and conducts an online survey where 240 Chinese participants in total has responded to the questionnaires. SPSS and AMOS programs have been used to examine the hypotheses. The findings suggest that, first, the warmth-focused messages (identity-defining messages) more positively affected Chinese consumers' object relevance than the competence-focused messages (identity-referencing messages); Second, high power-experienced Chinese consumers rather than low power consumers tend to perceive more object relevance at the warmth self-defining messages; Third, brand object relevance revealed a mediation effect in the process of the warmth-focused messages (identity-defining messages) affecting brand attitude. This research offers new insight into the relationships between consumers' cultural orientation, understandings of power, and identity-based consumer behavior, suggesting marketers should take those social influences and consumer diversities into account when developing the message to persuade consumers.

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.05a
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• pp.84-85
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• 2003