• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.142-152
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• 2017

Previous multi-cultural education on elementary school students has focused on improving negative perceptions on multi-culture rather than enhancing morality among student, thus the outcomes seem to be not successful as intended. The purpose of this study is to examine the relationship between multi-cultural acceptance and pro-social behavior and to investigate the role of empathy as mediator in the relationships between these two variables. A convenience sample of 457 elementary school students in I city of Kyeonggi-do was employed. Results showed that multi-cultural acceptance was significantly associated with pro-social behavior and empathy had partially mediated the relationship between multi-cultural acceptance and pro-social behavior controlling for gender, grade, multi-cultural education. Findings suggest that multi-cultural education need to be incorporated into moral education course for improving pro-social behavior and empathy of students.

• Korean Journal of Child Studies
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• v.28 no.2
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• pp.193-204
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• 2007

This study investigated the effect of educational intervention utilizing fairy tales on young children's creativity and pro-social behaviors. Participants were 40 five-year-old young children. Fairy tale books were read to the experimental group and were adapted for various educational intervention activities but the control group participated only in standard child care center themes without educational interventions. Results showed significant differences between experimental and control groups in creativity and pro-social behavior. Findings confirmed that educational intervention utilizing fairy tales is an effective means for enhancing creativity and pro-social behavior in young children.

• Journal of Korean Academy of Nursing
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• v.41 no.2
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• pp.236-244
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• 2011

Purpose: In this study the impact of pro-environmental behavior, well-being oriented behavior, and use of cloth menstrual pads on dysmenorrhea in Korean female adults was examined according to the theory of reasoned action. Methods: A cross-sectional study was conducted with 195 Korean female adults. Data were collected from June to August, 2010 using self-report questionnaires. Data were analyzed using t-test, one-way ANOVA, Pearson correlation coefficients, multiple regression, and logit regression with STATA 10.0. Results: Pro-environmental behavior explained 48% of well-being oriented behavior. Well-being oriented behavior explained 10% of cloth pad use. Use of cloth pad explained 4% of dysmenorrhea and 5% of menstrual pain. The path through well-being oriented behavior had a significant effect from pro-environmental behavior to cloth pad use. Conclusion: Use of cloth pad was significantly related with well-being oriented behavior, pro-environmental behavior, social influence, dysmenorrhea, and menstrual pain. The results of this study suggest that pro-environmental strategies can help health care providers diminish clients' menstrual symptoms. Nursing intervention can support pro-environmental behavioral strategies.

• Korean Journal of Human Ecology
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• v.14 no.1
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• pp.81-94
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• 2005

With an analysis of recent, nationwide data, this study figured out the level of consumers' pro-environmental behavior and investigated tile behavioral determinants in the hight of purchase, use, and disposal of pro-environmental goods. The major results are as below: Married consumers or consumers in their 40s were more likely to purchase pro-environmental goods. Consumers with high income-for example, over 3 million won per month-were less likely to purchase such goods. Married women or 40s/50s consumers tended not to buy used goods. Males than females, non-married than married, employed than unemployed had a higher pro-environmental behavior in the use stage. Furthermore, in the disposal stage, male than female, married than non-married, young than old, and consumers with low income than high income showed more active pro-environmental behavior. The purchasing behavior of pro-environmental goods was supported by both perspectives of rational behavior and social behavior. On tile other hand, the purchasing behavior of used goods was supported only by rational behavior perspective. It is also revealed that personal value perspective, along with the above two, influences the pro-environmental behavior in the stage of use and disposal. Overall, a high level of pro-environmental behavior was detected in such consumers as rational, public rule-abiding in favor of environmental policy, and also in consumers with strong family values or those with less materialistic value.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.29-51
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• 2013

In line with network technology development and smart device penetration, the social network service (SNS) has expanded its influence. The SNS which is a service based on communication and sharing among people, has grown based on users' voluntary engagement and participation and its influence has appeared beyond the cyberspace into the overall areas of domestic and foreign culture and society. In particular, SNS-based real-time communication during diverse disasters, can help prevent further damage. By sharing information on social donation activities and environmental campaigns, people have used SNS as a tool to change the society in a more positive way. Such series of activities functioning as a power to change the society have been made much faster and wider through the help of a new media called SNS. To better understand such trends, we are required to study about the SNS and its user relationships first. In this context, this study sought to identify the effects of people's desire to build friendships through SNS on the voluntary and society-friendly activities of people. This study considers online pro-social behavior and proposes online citizenship behavior. Citizenship behavior has been examined in organization context. That is, organizational citizenship behavior explains an employee's pro-social behavior in an organization context. Organizational citizenship behavior is characterized by the individual's helping others and promoting the functioning of the organization. By applying organizational citizenship behavior to an online context, we propose online citizenship behavior, an individual's pro-social behavior in an online context. An individual's pro-social behavior, i.e., online citizenship behavior, could be considered as a way for the better management of online community and society. It also needs to examine the development of online citizenship behavior. This study examined online citizenship behavior from the friendship desire. Because online society or community is characterized by online relationships between members, the friendship between members would lead to pro-social behavior, i.e., helping others and promoting the functioning of the online society, in such online context. This study further examines the antecedents of friendship desire in terms of SNS interactivity with its four factors. The findings based on the survey from real SNS users explain that the three factors of SNS interactivity (connectivity, enjoyment, and synchronicity) increases online friendship desire which then increases online citizenship behavior significantly. This study contributes to the literature by examining the key role of online friendship desire in leading to online citizenship behavior and identifying its antecedents in terms of SNS characteristics. The findings in this study also provide guidance on how to manage online society and how to promote the effective functioning of SNS.

• The Journal of Society for e-Business Studies
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• v.19 no.4
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• pp.205-229
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• 2014

Examination of the various impact factors on adoption sustainable IT can influence on the potential for creating sustainable businesses in today's society. However, the societal factor out of environmental factors, which stimulates customer intention to use sustainable IT, has seldom been investigated. In this paper, we examine the adoption of sustainable web technology from the pro-social behavior perspective. The concept of sustainable IT is theoretically examined based on social exchange theory. An empirical investigation is conducted into customer intention to use new sustainable IT. The results indicate that customers care about the social responsibility and usefulness of the sustainable IT-based services they choose. In this study, the social features of web technology and their influences on adoption are verified empirically for the first time. In addition, pro-sociality is identified as necessary to a perception of the socially responsible features of information technology. Furthermore, pro-social adoption behavior in the beginning stages of sustainable IT use is elucidated.

• Hwankyungkyoyuk
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• v.21 no.2
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• pp.40-50
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• 2008

The purpose of this study was that verify the difference of pro-environmental behavior according to be present or not of experience environmental education for developing pro-environmental and show basic material to prepare efficient operation plans of experience environmental education is based on factor which effect of pro-environmental behavior difference according to the types. Elementary schools were divided through existence and nonexistence of an experience environmental education than I was checked up the pro-environmental behavior of students, who joined in different environmental educations each other. It was analysis by dividing into an environmental education of school, an educator (teacher, environmental-interpreter), and fields for environmental education (school inside and outside) to know types of experience environmental education. In result, elementary schoolers who experienced an experience environmental education at school class, had higher an environment-friendly behavior and elementary schoolers, who experienced an experience environmental education at class from environmental-interpreter, had higher an environment-friendly behavior by and large. As a result, this study showed that the area based on their residential quarter and an experience environmental education with realistic plans to connect with social environmental education for developing pro-environmental carrying out the most positive effect.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.1-20
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• 2023

The purpose of this study is to identify the unique entrepreneurial behavioral attributes of social enterprises that are distinct from for-profit enterprises at the organizational level, derive a social entrepreneurship model that reflects the unique characteristics of social enterprises as strategic decision-making and organizational behavioral tendencies. In order to effectively achieve the purpose of this study, previous studies were reviewed, and qualitative studies were conducted using the grounded theory method based on this. In this study, social entrepreneurship was identified as five sub-factors through a series of analysis processes, and 'Social value orientation; Innovativeness; Pro-activeness; Risk taking; Cooperation orientation' was newly proposed. It also proposed a new social entrepreneurship framework that integrates and explains the multidimensional model of social entrepreneurship by reviewing and connecting the relationships between each sub-factor of the research model. The 'social entrepreneurship framework' classified the social entrepreneurship model into 'pro-social motivation', 'pro-social behavior', and 'entrepreneurial behavior' attributes and explained them by linking them with each sub-factor that constitutes social entrepreneurship. The most remarkable difference between this study and previous studies is that it identified and added 'Cooperation orientation' as a sub-factor constituting social entrepreneurship from the organizational-level behavioral point of view. Through this study, 'Cooperation orientation' was identified as a major behavioral tendency for social enterprises to materialize pro-social motivation, strengthen the economic foundation of business activities, and improve the efficiency of business operations. 'Cooperation orientation' is a major behavioral tendency that strengthens the legitimacy of business activities between pro-social motivation and profit-seeking of social enterprises, improves the performance of social value creation activities, and overcomes the difficulties of resource constraints through cooperation with the outside and improves operational efficiency. In addition, it was confirmed that 'Cooperation orientation' is a major behavioral tendency of social enterprises that is manifested simultaneously in social value-oriented activities and entrepreneurial activities pursuing profit. The 'Cooperation orientation' newly identified in the study supplements the previous research, increases the explanatory power of the theory of social entrepreneurship, and provides the basis for theoretical expansion to subsequent researchers.

• International Commerce and Information Review
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• v.19 no.1
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• pp.279-304
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• 2017

The objective of this study has two filds. The first is to examine the effect of native employee's psychological capital on their pro-social organizational behavior in the context of a local subsidiary in abroad. The second is to investigate the moderation effect of non-native managers' leadership type in the relationships between psychological capital and pro-social organizational behavior. The researcher provides the theoretical research model based on the pro-social capital theory and then empirically tests the model by using a valid 334-case collected from three overseas-affiliated-companies in Philippines. The results show that native employees' psychological capital positively and significantly influences to pro-social organizational behavior. Moreover, non-native managers' type of leaderships has the significant moderation effects in relationships between native workers' psychological capital and pro-social organizational behavior. Specifically, stronger relationships are identified in all of relationships when the managers show transactional, transformational and authentic leaderships. Theoretical contributions and practical recommendations are also discussed based on the results of the study.

• The Journal of Industrial Distribution & Business
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• v.10 no.7
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• pp.49-58
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• 2019

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer's prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.