• Journal of Distribution Science
• /
• v.12 no.1
• /
• pp.21-28
• /
• 2014

Purpose - This study aims to examine the Indian consumers'mall shopping patronage with the application of theory of planned behavior (TPB). The research intends to extend the TPB components (attitude, self-efficacy, subjective norms) with the addition of self-image and study their effect on Indian consumers' mall patronage intention. Research design, data and methodology - The research employed factor analysis to verify correct loading of items on corresponding factors and to confirm the applicability of constructs in the Indian context. The model was tested using stepwise regression analysis. Results -The results indicate a positive relationship between self-efficacy and intention to mall patronage. The findings show that self-image, attitude, self-efficacy, subjective norm significantly influence the mall patronage intention. Self-efficacy, which signifies self-competence and confidence in one's ability as a mall shopper indicates that as the self-efficacy increases Indian consumers' will eventually patronize malls. Conclusions - Self-image congruency plays a salient role in predicting mall-shopping patronage. The mall management should ensure that the mall marketing strategies incorporate it along with the other components of TPB to warrant decent footfall.

• The Korean Journal of Elementary Counseling
• /
• v.11 no.3
• /
• pp.407-426
• /
• 2012

This study tried to reveal the relation among the necessary and sufficient conditions of human relation, which is the core concept of human-centered counseling. The relation of these three conditions are quite different according to what we take as the main content of authenticity. If we take congruence as its content, as Rogers did in his early academic years, three conditions are equal in their importance as instruments which counselor can use. But, if we take presence as its content, as Rogers did in his later academic years, authenticity possesses central position while using empathy and unconditional positive regard as its instruments. In this relation, we can say authenticity is a continuous growing process of self realization. And it also can be sad that the three necessary and sufficient conditions compose productive counseling relation inviting both counselor and client to the self realizing process.

• Journal of Korean Library and Information Science Society
• /
• v.41 no.4
• /
• pp.99-126
• /
• 2010

Using a qualitative multimethod approach, this study was to discover integrated factors to construct a substantive theory about occupational socialization of librarians. Through theoretical sampling, 42 participants were in-deathly interviewed at three studies, i. e phenomenological, ethnographic, and grounded theory approach. These data were analyzed and finally integrated using grounded theory approach. Emerged integrated factors were: Sharing values of the profession in education, Striving to overcome the peripheral perception, Lack of understanding about the profession, Inadequate conditions, Shared work values, Social changes, Perception about users, Organizational culture of library, Human relations in organization, Continuing education and exchange, Seeking the professional, Strategies for work, Strategies for human relations, Strategies for surviving slump and crisis, Strategies for enhancing oneself, Coping strategies for lack of understanding, Self congruence with the profession, Non-self congruence with the profession.

• 한국IT서비스학회:학술대회논문집
• /
• 2010.05a
• /
• pp.279-284
• /
• 2010

최근 온라인 브랜드에 대한 연구들이 많이 등장하고 있으나 온라인 영역에서 브랜드 개성(Brand Personality)과 로열티(Brand Loyalty)간의 관계에 대한 연구는 많지 않다. 본 연구는 온라인 영역에서의 개성과 자아이미지(Self-Image) 그리고 로열티간의 관계를 밝히기 위해 시도되었다. 이를 위해 절대차이모델(Absolute Difference Model)을 적용하여 온라인 브랜드 개성과 자아이미지와의 일치성 지수를 도출하고, 온라인 브랜드 로열티에 미치는 영향을 확인하였다. 연구결과 브랜드 개성의 진실, 최신, 유능성 차원이 온라인 브랜드 로열티에 영향을 미치는 것을 발견하였다. 이러한 결과는 온라인 브랜드의 로열티를 높이기 위해서 는 자아이미지와 브랜드 개성 차원이 일치하는 타겟집단의 선정과 브랜드 이미지 개발이 필요함을 시사하고 있다. 본 연구의 결과는 브랜드 개성을 활용한 온라인 브랜드 차별화 전략과 마케팅 커뮤니케이션 전략을 수립하는데 유용할 것이다.

• The Journal of Asian Finance, Economics and Business
• /
• v.9 no.4
• /
• pp.345-355
• /
• 2022

Excellent employees are those who take on extra responsibilities and commitments at work. Hence, employees must pay attention to out-of-role activities that can help the company perform better. When a person takes on more responsibilities than he can handle, they will have to deal with the issue of work-family balance. This paper examines how the consistency of WFC affects employees' organizational citizenship behavior (OCB) using the Resource Conservation Theory. This study uses empirical research methodologies to assess 417 employees as a sample. (1) When the matches of work-to-family conflict (WFC) and family-to-work conflict (FWC) are consistent, the employee self-control resource depletion level is lower, and OCB is higher in the "high-high" consistency matching state. (2) The "low-high" match had a higher OCB than the "high-low" match when the WFC and FWC matches were inconsistent. (3) In the process of WFC affecting OCB, the depletion of self-control resources acts as a mediating factor. (4) Emotional intelligence plays a moderating role in the whole model. The lower the emotional intelligence was, the stronger the positive relationship between the consistency of WFC, FWC, and self-control resource depletion was.

• Korean Journal of Artificial Intelligence
• /
• v.8 no.1
• /
• pp.11-18
• /
• 2020

In this paper, it is to identify the effects of differences in interpretation levels depending on the type of brand association and the brain psychological distance on the evaluation of the product of that brand through two experiments. To test our hypotheses empirically, we conducted online survey. We addressed the hypotheses involving the general and relative impact of actual and ideal self-congruence on emotional brand attachment (H1) and explored the effect of product involvement as the moderating variable (H1-1 and H1-2). The goal of this research was to validate the results from involving our basic model and to explore the impact of two additional moderating variables (self-esteem and public self-consciousness: H2). We followed the same procedure. This finding is theoretical to the extent of the interpretation level theory in brand association research by applying the interpretation level theory to the brand association, and provides the meaning that, in practice, it is necessary to utilize the message of different types of brain psychological distance depending on the brand association characteristics that the brand has in defining the brand. In particular, it was confirmed that functional brand associations and symbolic brand annals have representational harmonization, respectively, depending on the low and high levels of interpretation levels.

• Culinary science and hospitality research
• /
• v.18 no.4
• /
• pp.70-83
• /
• 2012

This study examines the structural relationships between functional-congruity, self-congruity and their consequences, under coffee shop consumption setting. More specifically, it investigates how functional-congruity and self-congruity influence emotional responses (comprising positive and negative emotions) and store attitude formation. The authors propose a structural equation model comprising five constructs. Data were collected from 280 college students in Seoul and analyzed by LISREL 8.30. The findings can be summarized as follows: First, functional congruence of coffee shop customers appeared to have a positive effect on positive emotions and a negative effect on negative emotions. Second, self-congruity has a positive effect on coffee shop customers' positive emotions. Third, the effect of coffee shop customers' positive emotions on store attitude formation was positive and statistically significant while the effect of negative emotions on store attitude formation was negative. These results suggested that the effect of functional-congruity and self-congruity on store attitude formation was mediated by positive emotions and negative emotions.

• Management & Information Systems Review
• /
• v.34 no.2
• /
• pp.79-95
• /
• 2015

The purpose of this paper is to evaluate the effects of perceived risk and brand attitude on licensing brands comparing with non-licensed brands(virtual brand). Data was collected through a self-administered questionnaire in quasi-experimental design setting. I designed the experimental setting that there were two virtual companies to sell the luxury bags(symbolic goods) or cruise tour(experiential goods) and to launch their goods with own brand or licensed brand. The experimental groups were composed of women consumers who were familiar with consuming experiential goods and symbolic goods. Results from the experiment suggest that consumer's perceived risk on brands gives a negative impact on brand attitude. And congruence in goods types and licensed brand values leads to difference in the level of perceived risk. In experiential goods, brand licensing from famous and experiential brands can reduce perceived risk. But in symbolic goods, brand licensing effect which reduces the perceived risk is less effective than in experiential goods. This findings suggest that brand licensing may lower the level of consumer's perceived risk, but incongruity in goods type and brand value may result in strategic failure.

• Journal of the Korean Society of Costume
• /
• v.51 no.7
• /
• pp.49-62
• /
• 2001

The purposes of this study were to find out the catalogue and online-order apparel shoppers' impulsive purchase orientation and impulsive purchase stimuli. Self-administered questionnaires were distributed to women over than 20 years, and collected from middle to the end of November in 2000. Frequencies, percentages, and mean were calculated. One-way ANOVA, chi-square test, factor analysis, and cluster analysis were used, and Duncan's Multiple Range test was followed. 1. Factors of impulsive purchase orientation were relax from negative moods, design property, inducement from neighbors, taste congruence, price property of apparel, positive moods, and loose-control, and were segmented into the low impulsive purchaser, the reasonable purchaser, the fulfilled with positive moods, and the high impulsive purchaser. The factors of impulsive purchase stimuli were apparel property, consumer service, sales promotion on the point of sales, and low price. 2. The low impulsive Purchaser was affected little by impulsive purchase stimuli, spent a little money on apparel, and the married with high education level were the most. The reasonable purchaser was affected by sales promotion on the point of sales or low price, spent a little money on apparel, and students or house-wives were the most The fulfilled with positive moods was affected by low price, and students or career women with high education level were the most, but spent less money on apparel. The high impulsive purchaser was affected by various impulsive purchase stimuli, the young unmarried with high education level were the most, and spent more money on apparel. 3. The younger, the unmarried, students or career women, and shoppers with higher income or apparel expenditure showed a higher impulsive purchase tendency for relax from negative mood, design property, for inducement from neighbor, taste congruence, and positive moods. 4. The older, the married, house wives, and shoppers with higher apparel expenditure were stimulated by apparel property or consumer services.

• The Journal of the Korea Contents Association
• /
• v.22 no.5
• /
• pp.81-96
• /
• 2022

Covid-19 calls for minimizing gatherings of people in spaces such as offices. Organizations are encouraging information-sharing activities among employees by using online platform technology. Recently, Organizations are supporting their work using the metaverse. This study confirms the effect of metaverse presence on the intention to share knowledge by forming the intrinsic motivation of the employees and the moderating effect of the individual's digital technological competence. We presented research hypotheses through previous studies such as virtual reality and tested the hypotheses using 309 samples obtained through surveys. As a result, the social, tele, and self presence of the metaverse increased organizational-related intrinsic motivation(organizational identification, value congruence) and had a positive effect on the intention to share knowledge. In addition, digital technological competence moderated the relationship between value congruence and intention to share knowledge. This study suggests the importance of strategies to enhance the presence of metaverse for organizations to increase work productivity by using metaverse and the need to support individual digital competence reinforcement.