This research develops an under-investigated aspect of the business literature regarding firm-created and user-generated social media communication and their influence on purchase intention of endorsed fashion products. The results indicate that (i) brand equity mediates the relationship between social media communication and purchase intention of endorsed fashion products, and (ii) the mediational role of brand equity is further moderated by the consumer’s self-congruity with fashion brands.

As the importance of Knowledge Management System (KMS) in the military increases, Republic of Korea Army (ROK Army) developed Army Knowledge Portal. Although the members in the military are encouraged to use the portal, few members currently use it. This study was conducted to find variables to predict the user’s intention to use the portal, which contributes to activating the use of Army Knowledge Portal in the army. On the basis of Technology Acceptance Model (TAM), ten variables such as perceived ease of use, general information security awareness, information security awareness, expectation for external rewards, expectation for relationships, sense of self-worth, attitude toward compliance with security policy, attitude toward knowledge sharing, intention of non-combat knowledge sharing, and intention of combat knowledge sharing were considered as independent variables. 105 participants on active duty who currently use or have experience to use the portal participated in this study. The results indicated that general information security awareness and information security awareness increases compliance with the information security policy. In addition, the attitude toward knowledge sharing is enhanced by expectations for relationship and sense of self-worth. Based on the results, the authors propose the need for policy alternatives to reinforce the reward system and security policy, which activates the use of Knowledge Portal Service for ROK Army.

본 연구는 종합병원 간호사의 직무스트레스, 조직몰입 및 이직의도 정도를 살펴보고 직무 스트레스가 이직의도에 미치는 영향을 파악하며 그 관계에서 조직몰입의 매개효과를 확인하기 위한 서술적 조사연구이다. 연구 대상자는 G 광역시에 소재한 200~400병상 종합병원 간호사 199명이었으며 자료수집 기간은 2017년 9월 1일부터 9월 20일까지 본 연구자가 직접 구조화된 설문지를 이용하여 조사하였다. 수집된 자료는 SPSS 18.0 프로그램을 이용하여 빈도와 백분율, t-test, ANOVA, Scheffe's test, Pearson's correlation coefficient, Multiple regression analysis 및 Sobel test로 분석하였다. 연구결과. 대상자의 직무스트레스와 이직의도 관계에서 조직몰입의 매개효과를 검증하기 위해 회귀분석 결과, 1단계에서 독립변수인 직무스트레스가 조직몰입에 통계적으로 유의한 영향을 주었고(β=-.321, p<.001), 2단계에서 독립변수인 직무스트레스가 종속변수인 이직의도에도 유의한 영향을 주었으며(β=.389, p<.001), 3단계에서는 직무스트레스와 조직몰입이 이직의도에 유의한 예측요인으로 나타났다. 두 변수의 설명력은 45.5%이었다. 이때 독립변수인 직무스트레스는 3단계 β 값이 .203(p<.001)으로 2단계의 β 값 .389(p<.001)보다 작아 조직몰입이 이직의도에 매개효과가 있었다. 조직몰입의 매개효과 크기에 대한 유의성 검증을 위해 Sobel test를 실시한 결과 Z값은 -3.694이었으며, 직무스트레스와 이직의도의 관계에서 조직몰입의 매개효과는 유의하였다(p<.002). 따라서 본 연구는 직무스트레스를 감소시키고 조직몰입을 높여서 이직의도를 낮출 수 있는 방안을 모색하고 이에 대한 중재프로그램을 개발하는데 기초적 자료로 유용하게 활용될 것으로 기대된다.

Even if only two ships are encountered, a collision may occur due to the mistaken judgment of the positional relationship. In other words, if an officer does not know a target ship’s intention, there is always a risk of collision. In this paper, the experiments are conducted to investigate how the intention affects the action of collision avoidance in cooperative and non-cooperative situations. In non-cooperative situation, each ship chooses a course that minimizes costs based on the current situation. That is, it always performs a selfish selection. In a cooperative situation, the information is exchanged with a target ship and a course is selected based on this information. Each ship uses the Distributed Stochastic Search Algorithm so that a next-intended course can be selected by a certain probability and determines the course. In the experimental method, four virtual ships are set up to analyze the action of collision avoidance. Then, using the actual AIS data of eight ships in the strait of Dover, I compared and analyzed the action of collision avoidance in cooperative and non-cooperative situations. As a result of the experiment, the ships showed smooth trajectories in the cooperative situation, but the ship in the non-cooperative situation made frequent big changes to avoid a collision. In the case of the experiment using four ships, there was no collision in the cooperative situation regardless of the size of the safety domain, but a collision occurred between the ships when the size of the safety domain increased in cases of non-cooperation. In the case of experiments using eight ships, it was found that there are optimal parameters for collision avoidance. Also, it was possible to grasp the variation of the sailing distance and the costs according to the combination of the parameters, and it was confirmed that the setting of the parameters can have a great influence on collision avoidance among ships.

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and nonbrands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

본 연구는 실제 대인관계에서 형성된 관계의 친밀감이 게임 플레이 시 플레이어의 게임 및 사용자 경험에 영향을 줄 것이라 보았다. 그러나 사회적 관계 정도에 따른 게임 사용자 경험에 차이가 있음에도 불구하고 지금까지의 선행 연구에서는 게임 플레이어의 사회적 네트워크나 팀워크에 대해 분석한 연구는 매우 드물다. 따라서 본 연구는 모바일 전략 게임 내에서 플레이어 간의 사회적 관계 정도가 게임에 대한 협동심, 만족, 이용의도에 미치는 효과를 검증하기 위해 모바일 게임 앱 플레이테스트 실험처치 방법론을 통해 분석하였다. 또한 사회적 관계에 따른 효과의 차이를 순수하게 알아보기 위해 참여자의 게임 몰입(Flow)을 공변량(Covariance)으로 하여 공분산분석(ANCOVA)을 실시하였다. 본 연구는 실시간 전략 게임인 ‘클랜시 오브 로얄' 게임 앱을 이용하여 진행되었다. 연구결과, 사회적 관계가 높을수록 게임에 대한 협동심과 만족은 높아지는 것으로 나타났다. 이러한 본연구의 결과는 모바일 게임 기획 시 플레이어의 인적 네트워크와 게임 진행 방식에 대한 이론적, 실무적 함의를 갖는다.

본 연구에서는 영유아 보육 전문가인 기혼보육교사들에게 양성 평등한 사회문화를 기반으 로 제도를 개선하여 다중역할갈등에서 오는 어려움을 해소하고 더불어, 기혼보육교사의 양육 의 경험을 바탕으로 같은 역할을 담당하고 있는 취업기혼여성들이 자녀양육의 도움자의 역할 로 출산율을 높이는데 목적이 있다. 연구의 대상은 서울시와 경기, 천안의 어린이집에 재직 중인 기혼보육교사 247명에게 갈등의 유형과 향후의 아이의 임신과 출산 가능성에 관한 의사 또는 출산에 대한 욕구 및 생각의 정도 및 이직의도를 설문하여 SPSS 20.0 Program을 활용하 여 분석하였다. 연구결과는 다음과 같다. 첫째, 기혼보육교사의 사회인구학적 특성에 따른 출산의도의 차이가 있는지를 살펴본 결과, 연령층이 낮고, 자녀가 없는 교사가 출산의도가 있는 것으로 나타났다. 또한 기혼보육교사의 사회인구학적 특성에 따른 다중역할갈등과 이직의도의 차이를 살펴 본 결과, 긴장갈등이 출산의도와 유의미한 상관관계가 있으며, 다중역할갈등이 심할수록 이직 의도도 높은 것으로 나타났다. 둘째, 기혼보육교사의 다중역할갈등과 출산의도와의 관계를 살펴본 결과, 다중역할갈등 하위 요인중 긴장 갈등이 출산의도와 유의미한 상관관계가 있는 것으로 나타났다. 셋째, 기혼보육교사의 다중역할갈등이 이직의도에 미치는 영향을 살펴본 결과, 다중역할갈등 변인들 중에서 긴장 갈등과 행동 갈등이 이직의도에 영향을 미치는 것으로 나타 났다. 이상의 결과를 통해 기혼보육교사의 출산률을 높이기 위해서는 긴장 갈등을 낮추고, 직장 이직율을 줄이기 위한 국가적 차원의 지원과 더불어 개인적인 힐링 방안 등의 모색이 필요 함을 알 수 있다.

The purpose of this study is to categorize intention of comment writers by analyzing frame of swearing comments in response to internet news articles. To accomplish this purpose, this study looks into the general trend of the studies regarding swearing comments and finds out the concepts of frame and framing especially useful for the news comments studies. And then, a model for frame analysis and intention categorization about the comments are made. This study particularly focuses on the comments about the internet news articles for “animal welfare” and “climate and weather” and uses the frame of the swearing comments provided by NAVER are analyzed. The findings show that the fame of “family, life respect, social welfare, economic feasibility” is evoked in the animal welfare, and the frame of “hardship of life, regional emotion, weather agency, money loss,” in the climate and weather. This study also shows the intention category of comment writers, “blame, disgust, curse, grumble, ridicule,” grounded in respective frame analysis.

본 연구는 베트남 소비자들이 인식하는 한류브랜드 지역성이 국가 친밀감에 미치는 영향과 국가 친밀감이 한국 기업, 한국 제품에 대한 태도와 구매의도에 어떤 영향을 미치는지 살펴보고자 하였다. 특히 본 연구는 기존 선행 연구들을 바탕으로 한류의 관점에서 베트남 소비자가 인식하는 브랜드 지역성을 살펴보고자 하였다. 최근 한국기 업들은 한국대중문화를 중심으로 전 세계적으로 높은 인기를 얻고 있는 한류현상을 활용하여 한국 제품과 브랜드를 개발함으로서 한류브랜드를 구축하고 있다. 이에 한류지수가 높게 평가된 베트남 현지 소비자를 대상으로 한류를 잘 반영하고 있는 한국 화장품을 대표적인 한류브랜드로 선정하여 조사하였다. 가설검증을 위해 인터넷, 모바일 URL을 통한 응답 방법을 사용하여 베트남 현지 소비자 총 212명의 자료를 수집하였다. 실증분석 결과, 한 류브랜드 지역성은 국가 친밀감에 정(+)의 영향을 미치는 것으로 나타났다. 또한 베트남 소비자들이 한국에 대해 긍정적 감정인 친밀감이 형성되면 한국 기업과 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 소비자태도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

Studies with various approaches are required for the globalization of Korean Food. The objectives of this study were i) how the preferences of foreign students residing in Korea on K-Wave, K-Drama, K-Pop and K-Friend affect their preference, satisfaction level and repurchase intention on Korean food, and ii) which of the factors have the strongest effects on their preference, satisfaction level and repurchase intention on Korean food. The results showed that the higher K-Wave, K-Drama, K-Pop and K-Friend preferences, the stronger effect on the preference, satisfaction level and repurchase intention on Korean food (p=0.0001). Among the factors for Korean food preference, the most critical one was K-Wave preference (p=0.0001), followed by K-Drama preference (p=0.0500). For the satisfaction level of Korean food, the most important factor among the four was K-Wave preference (p=0.0496), followed by K-Drama preference (p=0.0500). For the repurchase intention on Korean food, the most significant factor was the preference for K-Friend (p=0.0004), followed by K-Drama (p=0.0016) and K-Wave (p=0.0030). Based on these results, more efforts to invigorate the preferences for K-Wave and K-Drama, as well as various attempts to improve the preference for K-Friend are required for the globalization of Korean Food.