• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.12
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• pp.5728-5737
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• 2012

The main objective of this study is to investigate the factor of participation motivation, recognition and reward affecting the continuance will of university student volunteers. For the research, participation motivation was consisted of egoistic motives and altruistic motives. Recognition and reward(R&R) were consisted of psychosocial R&R, educational cultural R&R, and economic R&R. The results of this study were summarized as follows: Frequency analysis and descriptive statistics showed that participation motivation was mixed, psychosocial R&R was higher than economic R&R. By using a multiple regression, egoistic motives and altruistic motives had a positive effect on the volunteers' continuance will, and psychosocial R&R and economic R&R had a positive effect on the volunteers' continuance will. This study finally discussed theoretical and practical implications for university student's volunteer strategies on the results.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.5-16
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• 2009

Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers' perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive-based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers' reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values-driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder-driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers' perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, we ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males-82, females-90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values-driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company's social responsibility efforts and the benefits provided by these efforts to society. Stakeholder-driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = -.049, p > .05). Thus, H2 was rejected. Egoistic-driven motives (t = .3.11, p < .05) and strategic-driven (t = -4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t = 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic-driven motives. We draw the following conclusions from our research findings. First, value-driven attributions have a positive influence on perceived reciprocity. However, stakeholder-driven attributions have no significant effects on perceived reciprocity. Moreover, both egoistic-driven attributions and strategic-driven attributions have a negative influence on perceived reciprocity. Second, when corporate social responsibility activities align with consumers' reciprocity, the efforts directed towards social responsibility activities have a positive influence on customer loyalty. In this study, we examine whether the type of motivation affects consumer responses to CSR, and in particular, we evaluate how CSR motives can influence a key internal factor (perceived reciprocity) and behavioral consumer outcome (customer loyalty). We demonstrate that perceived reciprocity plays a mediating role in the relationship between CSR motivation and customer loyalty. Our study extends the research on consumer CSR-inferred motivations, positing them as a direct indicator of consumer responses. Furthermore, we convincingly identify perceived reciprocity as a sub-process mediating the effect of CSR attributions on customer loyalty. Future research investigating the ultimate behavior and financial impact of CSR should consider that the impacts of CSR also stem from perceived reciprocity. The results of this study also have important managerial implications. First, the central role that reciprocity plays indicates that managers should routinely measure how much their socially responsible actions create perceived reciprocity. Second, understanding how consumers' perceptions of CSR corporate motives relate to perceived reciprocity and customer loyalty can help managers to monitor and enhance these consumer outcomes through marketing initiatives and management of CSR-induced attribution processes. The results of this study will help corporations to understand the relative importance of the four different motivations types in influencing perceived reciprocity.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.61-70
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• 2020

This study aims to explore whether the consumers' perceptions of fashion social enterprises' motives for seeking social value affects the consumers' purchase behavior. Specifically, the relationships among the egoistic and strategic driven attribution (ESDA), value-driven attribution (VDA), positive authenticity (PA), negative authenticity (NA), anticipated satisfaction (ANS), and willingness to pay a premium price (WPP) were examined. 151 respondents participated in an online survey. The collected data was analyzed using path analysis. The results revealed that PA, which was positively affected by VDA, was negatively affected by ESDA. However, NA, which was positively affected by ESDA, was negatively affected by VDA. In addition, ANS affecting WPP was influenced by both VDA and PA. In conclusion, this study clearly shows that prioritizing the inherent purposes of social enterprises can lead to more consumers buying products, even though social enterprises set fashion products at higher prices.

• Asia pacific journal of information systems
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• v.26 no.1
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• pp.163-188
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• 2016

Compliance with information security policies has been an important managerial concern in organizations. Unlike traditional general deterrent theory, this study proposes whistle-blowing as an alternative approach for reducing internal information security policy violations. We build on the theories of planned behavior and rational choice as well as develop a theoretical model to understand the factors that influence whistle-blowing attitudes and intention at both the organizational and individual levels. Our empirical results reveal that altruistic and egoistic concerns are involved in the development of whistle-blowing attitudes. The results not only extend our understanding of whistle-blowing motivation but also offer directions to managers in promoting internal disclosure of information security breaches.

• Asia-Pacific Journal of Business
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• v.1 no.1
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• pp.73-95
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• 2010

European integration is characterized by the development of a transnational European identity, which is considered an integral part of the process. Northeast Asia has no similar projects to address the common identity issue, although cooperation is highly valued there as well. Identity and cooperation both require interdisciplinary approaches combining social psychology, international relations theory and international economics. This article considers the problems of applying existing studies on cooperation and identity as well as the European experience (with the Baltic Sea example) to the case of Northeast Asia. Transnational identities promote cooperation beyond the limits of rationalistic game theory, if countries of the region can define their identities and interests, commit to common goals, create shared discourses and reach a balance between nationalism and internationalism. In view of proposed negotiations on the free trade area between China, Korea and Japan and ongoing discussions about a possibility of introducing a common currency (ACU) it can be crucial to consider the importance of identity building as early as possible, before regional integration meets a stumbling block of egoistic rationality that is a problem in any model of cooperation.

• Journal of Family Resource Management and Policy Review
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• v.5 no.2
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• pp.59-67
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• 2001

Pu-lei is a well-known translator in Chinese literature. He had delivered his experience, knowledge and paternal love to his son who was studying abroad, by hundreds of letters from 1954 to 1966. These letters are appreciated as the perfect expression for paternal love and concerns. Although he had experienced both cultures of the West and the East, his lessons for son are rooted in the oriental‘sprit training’. What he emphasized in his letters is that one should put sound personality first than merely enhancing abilities. Especially, he valued the recreation from meditation and living up to one's belief. Furthermore, he had taught his son to observe the properties, to manage time, and pride of his country and patriotism. The modern family education has overlooked the enhancement of human nature. The egoistic and jaundiced parental love and over-protectiveness led the disorder and the absence of morality today. In this point, the lessons from Pu-lei's letter will give us important suggestions.

• The Research Journal of the Costume Culture
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• v.10 no.1
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• pp.76-88
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• 2002

The aim of this study was to describe how the type of appeal and linguistic expression of men's wear advertisement in magazines by analyzing domestic men's and ladies' magazines published from 1990 to 1999. The periodical change in advertisement trend was also discussed. 1. Type of Linguistic expression The type of linguistic expression used in advertisements far men's wear could be classified into the following five categories : emotional expression, sensual expression, egoistic expression, informative expression, and brand name expression. The periodical trend in the use of each type of linguistic expression was as follows: the occupancy rate for the type of emotional expression was roughly 50 percent in the early 90's (1990-1993) and this percentage gradually decreased during the mid 90's (1994-1196) until the late 90's (1997-1990). Despite the decrease in occupancy rate, this type was the most commonly used. While the occupancy rate fur the type of informative expression gradually increased during the decade, occupancy growth fur the type of brand name expression was slight until its rapid expansion in the late 90's. The occupancy rate for the type of egoistic expression steadily increased during the early and mid 90's but decreased to its original percentage in the late 90's. As for the sensual expression, its occupancy was insignificant up to the mid 90's and then rapidly decreased in the late 90's. 2. Type of appeal The type of appeal used in men's wear advertisements could be classified into the four categories, sensitive appeal, sex appeal, image appeal, and quality appeal. The periodical trend in the use of each type of appeal was as follows: sensitive appeal was most commonly used during the decade ; it had an occupancy rate over 50 percent in the early 90's but the rate gradually decreased during the mid and late 90's. Sexual appeal were the least commonly used; though the occupancy rate increased during the early and mid 90's it dropped dramatically in the late 97's. The occupancy rate for image appeal gradually decreased until its growth in the late 90's. The occupancy rate fur quality appeal was insignificant in the early 90's. This percentage rapidly increased in the mid 90's but relapsed in the late 90's.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.210-222
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• 2023

This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.10
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• pp.3982-3987
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• 2010

`Sansinkak' is the building which contains the picture or statue of mountain god(=Sansin). It is also an expression of respect for the mountain god. This building is usually very small, so a few person can enter inside it. Because people pray to mountain god for personal purpose, sometime this wishes are exclusive and egoistic, so narrow space is more suitable. Sansin is not the original god of Buddhism, it is the god of folk belief of traditional Korea, so every Sansinkak is located in the back slope of the temples, away from Buddha's building, the center area. Sansinkak is not only the pathway of vital force from back mountains to the temple, but also the exit to the infinite nature as an extension of Buddhist belief.