To enrich a country’s food culture, it is essential that residents understand and care about that culture. Although various efforts to globalize Korean food have been made outside Korea, the importance of understanding Koreans’ perception of and increasing interest in Korean food has been neglected. Thus, this study was conducted to identify the cognitive structures regarding Korean food among 30 Koreans living in metropolitan cities using in-depth laddering interviews based on the means-end chain theory. The most dominant cognitive structures toward Korean food were familiarity (attributes), ease of digestion and health (functional consequences), sense of responsibility and will to live (psychosocial consequences), and family affection and sense of achievement (values). In short, Koreans were found to consume Korean food to achieve perceived high-dimensional values rather than simply for its attributes or benefits. These findings have important implications for future strategies and policies aimed at increasing Korean food consumption by Koreans, as they suggest that underlying and symbolic values rather than the attributes of Korean food are more effective in promoting its consumption. Further studies on understanding perceptions and values using a larger Korean population are needed to preserve and further develop Korean food.

본 연구는 선운산도립공원 탐방객 290명을 설문조사하여, 탐방객들의 공원이용 특성을 분석하고, 이를 바탕으로 도립공원관리를 위한 시사점을 도출하기 위해 수행되었다. 탐방객 설문은 응답자의 사회경제적 특성, 선운산도립공원 이용 특성, 방문 동기, 공원 탐방 만족도에 관한 문항들로 구성하였다. 조사 결과 탐방객들은 공원 방문 전 공원에 관한 정보 수집을 하지 않는 경우가 많았고, 선운산도립공원과 주변 관광지를 연계해서 여행하는 경우도 많지 않았으며, 고창 생물권보전지역에 대한 인지도 또한 크지 않아, 공원관리 주체인 고창군의 적극적 홍보가 필요한 것으로 나타났다. 응답자들의 16개 방문 동기를 요인분석한 결과, 선운산도립공원 탐방객들의 방문 요인은 ‘고지대 등산형’, 자연학습이 나 캠핑 등을 위한 ‘체험⋅관찰형’, 가족이나 친구와의 ‘친목 도모형’으로 요약할 수 있었다. 공원 방문 목적에 따른 공원 이용 만족도를 살펴보기 위해, 요인분석에서 추출한 세 가지 방문 요인과 응답자의 사회경제적 특성 변수들을 독립변수로 하고 다른 사람에게 선운산도립공원 방문을 추천하는 정도를 종속변수로 하는 다중회귀분석을 실시한 결과, 3가지 방문 요인 중 ‘고지대 등산형’ 요인만이 방문 추천 의사에 통계적으로 유의미한 영향을 주었고, 다른 요인은 영향이 없는 것으로 분석되었다. 이는 선운산도립공원이 등산객들에게만 만족스러운 경험을 제공할 뿐, 점차 증가하고 있는 체험⋅관찰형 탐방객 수요에 대응하지 못하고 있다는 의미로 해석될 수 있다. 환경해설과 같은 참여형 프로그램 개발이 요구된다.

사회적기업에 대한 전 세계적 관심은 다양한 영역에서 확산되고 있으며, 우리나라 역시 사회적기업에 대한 정책적, 실무적 및 학문적 관심이 증가하고 있다. 그럼에도, 기존연구는 조직관리 혹은 인적자원관리 이슈들을 다루는데 소홀해왔고, 종사자를 대상으로 한 실증연구와 논의 역시 초기 단계이다. 사회적기업 은 영리조직보다 종업원의 동기를 유발시키는 것이 더 중요할 수 있고, 자기결정이론(Self determination theory)은 사회적기업 종업원들의 직무동기와 조직 유효성 관계를 설명하는데 유용한 틀을 제공할 수 있 다. 이에 본 연구는 사회적기업 종업원의 직무동기가 조직몰입 및 조직시민행동에 미치는 영향과 이 관계 에서 민주적 의사결정의 조절역할을 분석하고자 한다. 실증분석결과는 다음과 같다. 첫째, 직무동기(외재 적, 투사적 및 내재적 동기)는 조직몰입과 조직시민행동에 모두 정(+)의 영향을 미치는 것으로 나타났다. 내재적 동기는 조직몰입과 조직시민행동에 모두 유의적인 정(+)의 영향을 미쳤다. 반면, 투사적 동기는 조직시민행동에 유의미한 영향을 미치지만 조직몰입에는 한계적 수준으로 영향을 미쳤고, 외재적 동기는 조직몰입에 유의미한 영향을 미치지만 조직시민행동에는 한계적 수준으로 영향을 미치는 것으로 나타났 다. 둘째, 민주적 의사결정의 조절역할과 관련하여, 민주적 의사결정은 내재적 동기와 조직 유효성(조직몰 입, 조직시민행동) 간 관계를 조절하였으나 외재적 동기와 투사적 동기와 조직 유효성 간 조절효과가 나 타나지 않았다. 사회적기업가들은 종업원의 내재적 동기를 강화시키기 위한 다양한 비금전 인센티브 등 이 중요함을 시사하였다. 결론에는 연구결과, 시사점 및 연구의 한계점 등이 논의 되었다.

The unique benefits offered by mobile shopping services have created new value propositions that motivate consumers choosing the mobile shopping channel over other channels. Consumers use the mobile shopping channel in different situational contexts regardless temporal and spatial constraints. The situational motivations using mobile shopping services are from consumer expectations of the benefits they can obtain in a specific situation, driving consumers to use the services again in the situation. Drawing upon assimilation-contrast theory (LaTour & Peat, 1979) and the notion of compatibility in Perceived Characteristics of Innovation (PCI) framework (Rogers, 1995), consumers tend to compare consumption experiences to their internalized standards (e.g., expectations, performance norms) for subsequent evaluations (LaTour & Peat, 1979). When consumer experience of using the product/service is consistent with their internalized standards, consumers will perceive the product or service is compatible, fulfilling their needs and values. Thus, once compatibility of the product or service is determined, consumer continued intention to use the product or service could be increased. By applying this conceptual framework to consumer mobile shopping behavior, this study examined the different sets of situational motivations (i.e., variety seeking, information in planned, time pressure, pleasure in bargain) of mobile shopping and how the different motivational factors may increase compatibility of mobile shopping services and further lead continued intention to use the services. A total 305 completed responses were collected via online. The sample consisted of slightly more female (52.1%) than males (47.9%); ages ranging from 19 to 63. The two steps of structural equation modeling were used to validate measurement model and to test hypotheses using Amos 22.0.The measurement model was evaluated using Confirmatory Factor Analysis, showing a good fit to the data (χ2 = 294.218 with 103 df at p-value .000, CFI of .926, and RMSEA of .078). The fit statistics of the structural model indicated a good fit to the data (χ2 = 317.925 with 107 df at p-value .000, CFI of .919, and RMSEA of .081). The study found that variety seeking (Г = .942, t = 5.254, p-value < .001) and time pressure (Г = .205, t = 1.970, p-value= .049) motivations were positively related with mobile shopping compatibility and the compatibility had positive effect on continued intention to use mobile shopping services (β = .836, t = 14.362, p-value < .001). This study results suggest that variety seeking and time sensitive consumers perceive that mobile shopping channel fulfills their needs. This study also found that these specific motivations could increase the degree of mobile shopping channel compatibility, resulting in continued intention to use the mobile shopping channel. The findings of this study enable academics and retailers to understand consumer situational motivations in using the mobile shopping channel and serve to help retailers develop mobile shopping services and apps meeting consumer needs in different situations.

As digital media empowers consumers to initiate and participate in the marketing communication process more than ever, the current study aimed to investigate whether consumer motivations to use media are associated with the concept of psychological distance. Using a general population sample (N = 291) in U.S., psychological distances of four media platforms (i.e., television, mobile, laptop, newspaper) are compared and the relationship between media usage motivations (perceived ease of use, perceived usefulness, usage frequency, emotional attachment, and compatibility) and psychological distance are examined. Results indicate that psychological distance varies across media types and the relationship between psychological distance and media usage motivations is mostly positive.

예비대학은 대학 신입생들로 하여금 대학에 대한 자긍심을 높이고, 학교생활 적응력을 높이기 위한 목적과 교육적 목적을 가지는 것으로 알려져 있다. 그러나 예비대학 참여자들이 과연 어떠한 목적으로 예비대학에 참여하게 되는지에 대해 실증적으로 분석한 연구는 부족한 편이다. 예비대학이 대학 기획자의 입장에서 연구되는 경향성이 강하고, 수용자의 입장에서 발전방안을 모색한 연구는 일천한 상황인 것이다. 아울러 일부 선행연구들에 의하면 예비대학 프로그램은 교육적 목적보다 학교에 대한 인식 제고 등의 효과에 치중하고 있음을 보여준다. 과연 수용자의 입장에서 예비대학 프로그램의 교육적 효과를 극대화하기 위한 전략은 무엇일까? 이러한 질문에 하나의 해답을 구하기 위해 이 연구는 블렌디드 러닝형 예비대학 프로그램의 참여동기를 규명하고, 예비대학 프로그램의 효과를 포괄적으로 규명하고자 하였다. 연구결과 첫째, 예비대학 프로그램 참여동기는 ‘학습 즐거움 동기’, ‘학교 호기심 동기’, ‘학습 외적 보상 동기’ 등 3가지로 나타났다. 둘째, 온라인 프로그램 만족도 결정요인은 학습 즐거움 동기(+), 예비대학 프로그램 인식(+), 확실성(+), 학습 외적 보상 동기(+)의 순이었고, 오프라인 프로그램 만족도 결정요인은 예비대학 프로그램 인식(+), 공감성(+), 학습 즐거움 동기(+)의 순으로 나타났다. 셋째, 전공분야 블렌디드 러닝 강좌 수강의도에 영향을 미치는 변인은 인지된 행위통제(+). 태도(+), 확실성(-), 공감성(+)으로 나타났다. 반면, 교양분야 블렌디드 러닝 강좌 수강의도에 영향을 미치는 변인은 인지된 행위통제(+), 태도(+), 학교 호기심 동기(+), 유형성(+)으로 나타났다. 본 연구는 이상의 연구결과를 바탕으로 블렌디드 러닝형 예비대학 온라인, 오프라인 프로그램의 만족도를 제고하고, 대학 블렌디드 러닝 강좌 참여를 극대화하기 위한 유형(전공, 교양)별 전략을 제안하였다.

본 연구는 수용자들이 다양성영화를 이용하는 동기가 무엇인지를 이용과 충족 이론을 적 용하여 탐색하고 다양성영화의 지속관람에 미치는 영향력을 검증하였다. 내용과 추구 가치의 차이로 인해 다양성영화와 상업영화에 대한 수용자들의 관람동기 유형과 영향력도 다 를 것이라는 논리 하에 두 영화의 관람동기의 유형과 지속관람에 영향을 미치는 요인을 비교 분석하였다. 분석결과, 다양성영화와 상업영화 모두에 대해 유사한 문항과 설명력 수준으로 구성된 총 5개의 관람동기들을(지식추구, 영화학습, 기분전환, 감상지향, 사회규범추구) 추출 하였다. 그러나 각 영화 유형에 따라 지속관람의도에 유의미한 영향을 미치는 관람동기의 유 형 및 영향력 측면에서는 뚜렷한 차이를 보였다. 다양성영화의 경우에는 지식추구, 감상지향, 기분전환 요인의 순서로 유의미한 반면, 상업영화의 경우에는 기분전환, 감상지향, 사회규범 추구 요인의 순서로 유의미하였다

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

This study investigates if the user's motivation for different game platform affects their tendency for game addiction. Game platforms profoundly relate to characteristics of game contents and the way games are played. While much game market expansion is driven by technological advancement of game platforms such as video and audio, the effect game platforms have on the way game is played is largely overlooked. A survey was conducted to compare PCs, consols, smart phones and smart pads as major game platforms and how users have different motivations for playing those platforms which is expected to associate with the degree of their game addiction. Six motivations were extracted - mobility, contents characteristics, media characteristics, sociality, game interface, and economic profitability. Across the four game platforms, all motivations except for economic profitability were proven to be meaningful predictors of game addiction.

Japanese has borrowed many words from English through contacts with English-speaking countries since the mid-19th century. The borrowed words have been integrated into the Japanese lexicon, observing phonological and morphological rules of Japanese. Among the types of loanwords from English, this research examines abbreviated English words in Japanese by classifying them into five categories: (i) consonantal abbreviations, (iil acronyms, (iil) initialism (iv) clipping, and (v) blending. Examination of the present data shows that more than half of the tokens are examples of clipped words, suggesting that clipping is the most frequently used method of abbreviating borrowed words into Japanese. lnitialism comes second in making abbreviated expressions, even applying to newly coined Japanese English (]E) words. After that, this study explores linguistic motivations which are responsible for the formation of abbreviations in Engli h loanwords. It shows that economy and distinctiveness/contrastiveness are two most important motivation for the formation of abbreviations of English loanwords in Japanese.

The purpose of this study is to analyze the moderating effects of experience motivations based on relationships between physical environment and visitors’ satisfaction of Jeonju Hanok Village. With respect to these matters, I hope that the result of this study can contribute to establishing marketing strategies to further enhance the competitiveness of Jeonju Hanok Village. First, attractiveness, convenience, and cleanliness of the physical environment of Jeonju Hanok Village have positive effects on visitors’ satisfaction level; yet, accessibility and entertainment were found not to have significant impacts. Second, experience motivations have moderating effects between convenience and visitors’ satisfaction, and cleanliness and visitors’ satisfaction. Due to limitations on sampling methods, one needs to take caution to generalize the result of the study and implement the result in practice subsequentially. However, I think that there was a meaningful result, which successfully expanded the area of research, by analyzing the influence of the physical environment of Jeonju Hanok Village on visitors’ satisfaction and analyzing the moderating effect of experience motivation.

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers’ behavioral contributions on SNSs and also provide interesting insights for marketers.

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-tomedia interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

This study aims to examine the influence of attitudes on customers’ intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers’ hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers’ utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

Purpose - This research examined the effect of hedonic and utilitarian eating-out motivations on the evaluation of restaurant selection attributes in a fashion premium outlet. Additionally, the influence of experimental and functional attributes on customers' preference for hedonic eating-out motives and utilitarian eating-out motives, and variation of moderating effects through the gender was examined. Research design, data, and methodology – A survey was conducted to verify the established research hypothesis. The questionnaire items for the research were modified to fit the situation of the present study. In order to elaborate the questionnaire, the literature of the previous researchers was reviewed and supplemented. The survey conducted 207 online questionnaires for consumers who have visited domestic fashion premium outlets from July 4, 2017 to July 27, 2017. A total of 207 questionnaires were collected, and a total of 206 questionnaires were used for the empirical analysis after excluding one inappropriate response. In order to verify the reliability and validity of the measured variables, exploratory factor analysis and reliability analysis were performed using SPSS 20.0. Next, the structural equation model (SEM) statistical method was used to test the hypotheses of the study. Results - Hedonic motivation had more influence on experimental attribute importance than the functional attribute importance of the restaurant. However, this result was different depending on the gender. The effects of hedonic motives on empirical attributes were more influenced by female groups, and when influencing functional attributes, male groups were more influenced. However, it was statistically significant (p <0.05) in the female group only when the hedonic eating out motives influenced empirical attributes. Conclusions - This study analyzed the effect of eating-out motivation on the restaurant preference attributes and suggested practical implications. First, customers with hedonic eating-out motivations were evaluating experiential attributes to be more important than functional attributes. Second, for customers who are motivated to use practical eating-out habits, companies should provide services that meet practical and economic needs. In particular, female customers visiting restaurants need differentiated marketing strategies that make them feel new experiences rather than practical ones. In addition, it is necessary to study more complex and integrated studies which will influence restaurant selection attributes of premium outlets customers by adding various eating out motives and selection attributes.

본 연구는 온라인 FPS(1인칭 슈팅) 게임 소비자의 이용 동기가 몰입과 소비자만족 및 충성 도에 어떠한 영향을 미치는지 분석하였다. 연구결과, 게임 이용 동기는 조작, 관계, 자랑, 스트레 스해소, 흥미의 다섯 가지 요인으로 분류되었다. 몰입에는 이용 동기 중 흥미, 조작, 관계, 스트 레스해소 순으로 정적 영향을 미치고 있었다. 소비자만족에는 관계, 흥미, 조작 순으로 정적 영 향력을 미치고 있다. 소비자만족도에는 이용 동기에서 관계, 조작, 흥미 순으로 정적 영향력을 나타냈다. 몰입은 소비자만족과 충성도에 모두 강한 정적 영향을 미치고 있었다.