• Journal of Distribution Research
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• v.15 no.2
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• pp.71-99
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• 2010

Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study suggest that the patriotism level may influence consumers' choice behavior toward retailers strongly connected to a specific country or region. That is, consumers with high level patriotism may hesitate or avoid using a retailer associated with some foreign country. Fifth, according to the results of this study, when people's patriotism is stimulated by a specific social situation or event, it can be an opportunity for domestic franchise brands to increase their market performance such as sales and market share and, at the same time, for foreign franchise brands to experience adversities. Therefore, during a period like the Olympic Games or the World Cup when people's sense of belonging or attachment to their country is heightened, domestic franchise brands need to make marketing activities that may lead market opportunities to substantial results and foreign franchise brands to cope with such adversities. Sixth, consumers' brand choice is often made in retail stores. It has been demonstrated by numerous studies that in store stimuli such as point of purchase display can affect consumers' behavior. Considering this, domestic brands facing competition with foreign brands should make continuous efforts to enhance the market performance of their products through developing in store stimuli that can stimulate consumers' patriotism. Finally, based on the major findings of this study, both academic and practical issues were discussed. Suggestions for future studies were provided.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.12
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• pp.551-560
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• 2016

The aim of this study was to verify the effect of the parameters in relation to college students' awareness of sexual assault and sexual violence experience. The subjects were 408 male and female college students attending four universities located in Jeju island. Sexual assault awareness measures, sexual violence experience scale, and the scale of sexual violence allowance scale were used in the questionnaires. First, correlation analysis showed a significant negative correlation between sexual violence awareness and sexual violence. Also, sexual violence awareness and sexual violence allowance scale showed a considerable negative correlation. This suggests that the higher the sexual assault awareness, the lower the sexual damage and sexual violence allowance scale. Second, after analyzing the division of the subject into research model and competition model to verify the mediation effect in relationship of the sexual violence awareness and sexual violence experience, it was clear that sexual awareness does not have a direct effect on the experience of sexual damage. It rather mediated the sexual violence allowance scale. Therefore, the research model, which is the full mediation model, was selected. In other words, sexual assault awareness appeared to fully mediate the relationship between sexual assault awareness and sexual assault experience. This means that sexual assault perception has an indirect influence through sexual assault allowance rather than a direct effect on the sexual assault experience. Thus, the more well established that sexual assault awareness is, the lower the sexual assault allowance scale. Finally, the lowered sexual assault allowance scale could reduce the sexual assault harm. To improve the sexual assault recognition, a systematic sexual violence prevention education should be conducted. Sexual assault prevention education would allow students in dating relationships to become mature in their human rights and maintain the proper emotional relationship and enable a reduction in the harm sexual assault as a result of giving them the consideration. Finally, this study had a limitation in selecting the subjects as the college students living in Jeju. Therefore, in order to compensate for this limitation, follow-up studies should be carried out on with a sample of generalized and various research subjects.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.2
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• pp.45-61
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• 2024

This study looked in-depth at the importance of cultivating and manifesting entrepreneurship, which is emphasized for companies to gain a competitive advantage and promote innovation in the uncertain environment that organizations face and in the development of technology due to recent industrial advancement, the following innovative performance, and the mechanisms in the performance process. Entrepreneurship is emphasized as a key factor in inducing creative work performance, creation and application of new ideas, and innovative performance at various levels within the organization in various global companies. In particular, this study examined the influence of the CEO's cultivation and expression of entrepreneurship as an organizational leader on the innovative behavior of organizational members, which is a leading factor in the organization's innovative performance, and the role of creative self-efficacy as a mechanism. Through this, the study was to verify the importance of creativity and cultivating a sense of self-efficacy for demonstrating innovative performance within an organization. Additionally, it was to confirm the role of organizational commitment of organizational members as a situational factor. For the empirical analysis, a total of 247 office workers were surveyed, sampled from 10 venture companies engaged in the manufacturing industry in industrial complexes in Daejeon, Korea. As the result of empirical analysis showed, it was confirmed that each sub-factor of the CEO's entrepreneurship had a positive effect on the innovative behavior of organizational members. And in the process, the importance of the creative self-efficacy of members to demonstrate innovative performance was verified by confirming positively significant mediating effect of creative self-efficacy. Furthermore, in the case of organizational commitment, it was found that the innovativeness and proactiveness of the CEO strengthened the positive influence on the creative efficacy of the organization members. Based on the results of empirical analysis, theoretical and practical implications were provided to improve the importance of cultivating and manifesting the CEO's entrepreneurship to demonstrate innovation within the organization.

• 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.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.197-211
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• 2021

In the service industry the types are diversifying and the scale of service companies is greatly improving. Such a phenomenon is caused by economic growth and technological development diversifying consumer needs creating demand for new services maturing the service industry and intensifying competition among companies in the form of global competition. It can be said that this is because it is necessary to improve competitiveness by utilizing the economy of scale. Research is needed on the impact of entrepreneurship on various outcome variables in order for service organization managers to respond quickly to diverse and rapidly changing environments and achieve organizational outcomes and corporate goals of management outcomes. The purpose of this study was to empirically analyze the relationship in which the entrepreneurial spirit of a manager influences the relationship between customer orientation, which is an organizational result, customer satisfaction, and financial result, which is a management result. In order to verify such research, the questionnaire was composed of one business owner questionnaire, two employee questionnaires, and two customer questionnaires. The questionnaire was distributed to a total of 400 companies, and the questionnaires of 340 companies were collected. Of these, 303 companies, excluding the questionnaires of 37 companies with many dishonest or missing values, were used for hypothesis testing. The results of this study can be summarized as follows. First, entrepreneurship had a positive (+) effect on customer orientation, supporting the hypothesis. Second, customer orientation showed a positive (+) effect on customer satisfaction, supporting the hypothesis. Third, customer satisfaction showed a positive (+) effect on financial outcomes, supporting the hypothesis. Fourth, it was found that entrepreneurship influences customer satisfaction through customer orientation, and customer satisfaction affects financial outcomes. It turns out that customer orientation between entrepreneurship and customer satisfaction is completely mediated, and customer satisfaction is completely mediated by customer orientation and financial outcomes. The relationship between entrepreneurship and management improved employee behavior and attitudes, which is an individual outcome, and this change was found to improve customer satisfaction, which is an organizational outcome. It makes frequent contact with customers in the process of servicing them. Employee roles are important at service contacts and influence service purchases. Employees facing customers through service contacts act as a decisive factor in maintaining a continuous relationship with customers. Within a beauty service company, it is necessary to create a customer-oriented environment among workers. It suggests that customer-oriented companies and employees can anticipate their desires and provide products or services of superior value to achieve greater customer satisfaction and a competitive advantage. In addition, it was clarified that customer satisfaction has an aspect relationship with financial management, which is a management result. Therefore, it is suggested that the entrepreneurial spirit is an important factor for the management of a beauty service company to secure competitiveness and improve results.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.155-166
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• 2018

The purpose of this study is to analyze the impact of self-efficacy of SMEs' organization members on job engagement and job performance, and to analyze the difference between gender and marital status by applying SEM-ANN analysis. To accomplish the study purpose, 285 valid samples were collected from 400 SMEs' organization members and analyzed. In this study, self - efficacy consisted of three sub-dimensions: self-confidence, self-regulation efficacy, and task difficulty preference. As a result of the analysis, self - efficacy such as self-confidence, self-regulation efficacy, and task difficulty preference had a positive direct effect on job engagement. In addition, self-efficacy and self-control efficacy have a positive effect on job performance, but the preference of task difficulty has no significant effect. In addition, job engagement has a positive(+) effect on job performance, and has a mediating role in the relationship between self-efficacy and job performance. Also, married males preferred self-regulation efficacy, while females preferred self-regulation and self-control efficacy regardless of marital status. The purpose of this study is to present the framework of self-efficacy-job engagement-job performance of SMEs by measuring the self-efficacy related researches mainly in education and service industries, and is meaningful that companies can help to find the basis of management of organization members by gender and marital status of organization members. In addition, the SEM-ANN analysis process of this study is different in that it explains the nonlinear (nonobservative) relationship that can analyze the influence or the combination of the reference variables in the linear (compensatory) relation using the SEM.

• Journal of Public Diplomacy
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• v.3 no.1
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• pp.1-19
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• 2023

Objectives: This study aims to discover how the spread of K-POP and the diversification of the Korean Wave affects Korea's national reputation. K-POP stars are diversifying their interactions with fandom by creating an online space to consume various products and services related to their stars and engage in fan activities. Because of this, this study aims to examine the relevance of K-POP to national reputation through a parasocial relationship with K-POP stars by fandom forming a community and utilizing media. Methods: An online survey was conducted in English using the Amazon survey company Mechanical Turk for BTS fans living in the United States. A total of 195 people's data, excluding incomplete responses, were used for the analysis. Results: It was found that BTS fans' social media participation activities themselves did not directly affect Korea's national reputation. But the mediating effect of BTS fans' parasocial relationship was found. That is, BTS fans' social media participation activities had a positive effect on their parasocial relationships with BTS which in turn had a positive effect on their national reputation. Conlusions: The use and participation of BTS fans in social media in Korea's national reputation has no significant effect on itself, but it has been found that it affects the national reputation through forming parasocial relationships. From the study results, the parasocial relationship of K-POP fans can be used as a strategic mechanism to enhance the national image and Korea's national reputation.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.41-62
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• 2023

Given that SME workers are the driving force of national competitiveness and the basis and cornerstone of the industry, it is meaningful to study workers' job satisfaction and the factors that affect job satisfaction. In addition to variables related to corporate competitiveness and organizational justice, this study introduced variables such as environmental(E) activities, social(S) activities, and governance(G) activities, which th national government uses as major management evaluation indicators. Therefore, a literature study and empirical analysis were conducted on how self-efficacy affects job satisfaction when workers are faced with a changed work environment. To conduct this study, 300 copies of data were collected from workers in small and medium-sized enterprises and used for analysis. For data analysis, the SPSS statistical program (Ver. 25.0) was used. The study finds, first, that product or service quality and employee competency among corporate competitiveness had a significant positive(+) effect on job satisfaction. Secondly, among ESG management activities, social(S) activities and governance(G) activities were found to have a significant positive(+) effect on job satisfaction. Third, among organizational justice, distribution justice and procedural justice were found to have a positive(+) effect on job satisfaction. Fourth, self-efficacy was found to mediate the effect of product or service quality, employee competency, social(S) and governance(G) activities among ESG management activities, and procedural justice among organizational justice on job satisfaction. The academic value of this study is that it empirically analyzed the factors that ESG management activities affect workers' jobs,. As a result, it was confirmed that workers were satisfied with their jobs by actively showing interest in social(S) activities and governance(G) activities among ESG management activities and participating in corporate management. In addition, workers sensitive to changes in the external environment can become satisfied with their jobs through self-efficacy when SMEs actively enhance corporate competitiveness, execute ESG management activities, and provide a fair organizational culture. Finally, this study suggests that there's a possibility of improving the competitiveness of SMEs through a virtuous cycle created by a change in perception of job conversion and a decrease in turnover.

• Tuberculosis and Respiratory Diseases
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• v.39 no.3
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• pp.228-235
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• 1992

Background: Although polymorphonuclear leukocytes (PMN) are important in protecting the airways and alveolar surfaces, there is evidence that they can also injure the lung while exercising their defensive role. However it has been unclear whether PMN-induced pneumocyte injury is mediated by their direct cytotoxic effect on target cells or by PMN-derived cytotoxic mediators. On the other hand histamine was known not only to act as an important chemical mediator participated in the pathogenesis of some atotic and allegic disorders, but also to have an inhibitory effect on normal PMN functions. Method: To study the mechanism by which PMN induce pneumocyte injury, we cocultured PMN from four healthy nonsmokers or their PMN-derived supernatants (PMN-SPN) with monolayers of $^{51}Cr$-labeled human A549 pneumocytes and compared PMN-and PMN-SPN-mediated pneumocyte injuries measured by $^{51}Cr$ release assay. We also compared the effects of histamine on each pneumocyte injury. Results: 1) PMN-SPN showed more injurious effect on A549 pneumocytes than that of PMN itself regardless histamine pretreatment of PMN. 2) Pneumocyte injury by PMN with histamine pretreatment was increased or decreased compared with that by PMN without histamine pretreatment, according to histamine concentrations, and PMN stimulating agents and their concentrations. 3) Pneumocyte injury by PMN-SPN with histamine pretreatment tended to be decreased compared with that by PMN-SPN without histamine pretreatment. Conclusion: Our results suggest that PMN-SPN may play more important role in mediating pneumocyte injury than PMN itself and that histamine may partially play a protective role on PMN-induced pneumocyte injury. Alternatively we conclude that the effects of histamine on PMN-induced pneumocyte injury may be affected by microenvironment in vivo.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.11
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• pp.1673-1680
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• 2016

The purpose of this study was to examine how customer orientation (CO) reduces employee stress to customers (CSS). As emotional labor strategies [surface acting (SA) and deep acting (DA)] may mediate a role between CO and CSS, we verified multiple parallel mediator roles of SA and DA between CO and CSS. Our survey was administered to 323 school foodservice employees in Daegu and Gyeongbuk. The results show that CO increased DA but did not decrease SA, and SA had a positive effect on CSS while DA did not influence CSS. These results did not support the parallel multiple mediator model. We conducted post-hoc model modification and proposed the serial multiple mediator model as a modified model. As a result, CO increased DA, DA reduced SA, and SA showed a positive relation with CSS. This double mediating effect through DA and SA between CO and CSS was significant. Based on these results, we found that CO did not have a direct effect on SA and CSS. DA did not directly reduce CSS while CO reduced SA and CSS through DA indirectly. DA had a negative effect on CSS through SA indirectly. Finally, implications and limitations of this are discussed.