This conceptual paper discusses the influence of brand knowledge through various components of personal luxury products’ towards the purchase intention. Rapid shifts in luxury consumers’ behaviours is one of the predominant drivers contributing to the growth of the modern luxury market. In response to this, luxury consumers’ characteristics and profiles need to be reexamined. In recent years, there has been a rapid increase in global luxury consumption with the rise in number of luxury consumers from 140 million to 350 million globally (Bain & Company, 2015). Such a phenomenal growth in the luxury market leads to a widely increased interests among researchers across all disciplines (Truong et al., 2008; 2009, Tynan et al., 2010; Kapferer & Valette-Florence, 2016). In particular, personal luxury goods market is forecast to continue to grow between 2-3 percent through 2020 (Bain & Company, 2016). Despite the fact that personal luxury goods is a major driver of the entire market, there is a limited research in this product category. Two factors of this fast-growing trend stimulate the need for additional research into consumers’ behaviours. First, there has been a shift in luxury consumers’ profile (Hanna, 2004; Fionda & Moore, 2009) and purchasing patterns (Bain & Company, 2015; 2016) where social influences (Dubois et al., 2001; Berthon et al., 2009; Cheah et al., 2015; Yang and Mattila, 2014; Kapferer & Valette-Florence, 2016) and people’s needs for materialism, appearances to enhance their ego and self-concept (Phau & Prendergast, 2000; Kapferer, 2006) are having greater impact on how consumers make their luxury purchase decisions. Second, it appears that the characteristics of the traditional luxury consumers as well as old marketing models from many decades ago need to be redefined (Bain & Company, 2015). Danziger (2005) indicates that the changes in luxury consumers’ purchase decision has created a dramatic shift in the purchase behaviour as a whole, making it difficult for luxury marketers to recognise the trend. To date, existing literature on luxury purchase intention focuses mainly from the cultural, economic, psychological perspectives (Leibenstein, 1950; Veblen, 1899; Bian & Forsythe, 2012; Liu et al., 2012; Wong & Ahuvia, 1998; Vigneron & Johnson, 2004; Shukla, 2012; Cheah et al., 2015) but remains limited on investigating luxury consumers’ behaviours through the integration of brand knowledge domain. Major works from marketing scholars on luxury value perceptions (Wiedmann et al., 2007 and 2009; Vigneron & Johnson, 2004; Shukla, 2012; Shukla & Purani, 2013; De Barnier et al., 2006; Hennigs et al., 2012 and 2013) suggest that they are important in explaining the whole picture of luxury consumption but insufficient in explaining purchase intentions (Shukla, 2012). Kapferer (2006) discusses that it is typical for consumers to identify which brand belongs to the luxury category, however, it could be more complex for the precise definition of luxury to be identified and understood. Therefore, this study seeks to incorporate the branding aspects into the investigation on the significance of brand knowledge towards the intention to purchase personal luxury products. Literature Review The concept of luxury is first explained by Veblen (1899) that the consumption of luxury goods is primarily considered by the affluent consumers with the desire to display their wealth to the relevant significant others. Even though the concept of luxury remains obscure, the clearer definition of luxury is given by Nueno & Quelch (1998) as the “ratio of functional utility to price is low while the ratio of intangible and situational utility to price is high” and that luxury products are beyond an ordinary expensive goods but “an ephemeral status symbol”. Shukla (2010) also defines luxury as the consumption that is not for just oneself but a socially-oriented type of consumption that fulfils the consumers’ own indulgence as well as to serve the “socially directed motives”. The aforementioned definitions of luxury show it is an “elusive concept” (Kapferer, 1998) with “fuzzy frontiers” (Kapferer, 2006). The luxury concept is describes as “incredibly fluid, and changes dramatically” over time and varied among different cultures (Yeoman and McMahon-Beattie 2006). As consumers become richer (Fionda & Moore, 2009) and are able to afford more luxury brands (Nueno & Quelch, 1998), luxury is no longer reserved for the rich but also includes the rising number of aspiring middle-class consumers (Shukla, 2012) who enjoy material comfort (Yeoman & McMahon-Beattie, 2006; Yeoman, 2011: Granot et al., 2013). This change makes the term luxury even more difficult to define (Shukla, 2010) and will continue as an ongoing debate among research scholars (Kapferer & Valette-Florence, 2016). Dubois & Paternault (1995) mention that “luxury items are bought for what they mean, beyond what they are”, this statement defines the nature of luxury brands where consumers often purchase luxury products not merely because of their outstanding quality but because of the name and the symbolic identity the brand provides. Kapferer (1998) recognises the importance in exploring the perception of luxury brands from the end-users themselves because they know best. This also adds to the ongoing complexity and difficulties in giving luxury a discreet definition (Kapferer, 1997 and 1998). The work of Grotts & Johnson (2013) investigates the status consumption of millennial consumers and indicates that it is highly possible that the consumers may not express any interest on the quality of the products but are placing greater emphasis on the ability of the handbags to be recognised and generate attention from their reference groups. With regard to marketing strategy, luxury marketers react to the rapid increase in demand to maintain their position of exclusivity by increasing the price every year in order to secure their clientele (Kapferer, 2015b). Louis Vuitton, Rolex, and Christian Dior increase the price of their products every year to sustain the dream value of the consumers (Kapferer, 2015a; 2015b). It is apparent that most luxury companies are managing the dilemma of maintaining the exclusivity of its products while increasing brand awareness as well as focusing on securing more market share and revenue (Kastanakis & Balabanis, 2012; Berthon et al., 2009). Despite the recognisable shifts in luxury consumption pattern, the sector will continue to grow with the majority of affluent consumers as discussed by Steve Kraus of Ipsos (King, 2015). The most recognisable shift in luxury marketing strategy is on the increasing number of luxury companies offering lower-price products in response to the rising level of demand for luxury consumption by the enthusiastic middle class consumers (Truong et al., 2008; Kastanakis & Balabanis, 2012). Luxury was once reserved for the “happy few” (Veblen, 1899) but this notion is no longer practical for today’s luxury environment where luxury products are “consumed by a larger aspirational segment” (Granot et al., 2013). Democratisation of luxury refers to when luxury brands create a lower-priced accessory items in order to appeal to the broader market, making luxury accessible to those “who could never afford to purchase the principal items in the line” (Nueno & Quelch, 1998) or the new luxury consumers who seeks recognition from luxury purchase. Han et al. (2010) discusses that different classes of consumers can now be distinguished by the brands of purses, watches, or shoes that they own. They let the brands speak for them, whether they prefer the loud Gucci logo or displaying the consumption of a “‘no logo’ strategy” by carrying a Bottega Veneta bag (Han et al., 2010). As Husic & Cicic (2009) state, an important question on today’s luxury consumption that if it is possible for everyone to obtain luxury items, are the brands still considered luxury? This is one of the important agendas concerning luxury consumption that prompts researchers to investigate this changing behaviours and perceptions of luxury consumers. It is also significance to note that the increase in global demand in luxury market is not necessarily positive but could be negative if the demand is not being managed efficiently (Hennigs et al., 2015). Despite frequent changes in luxury consumption patterns, Kapferer & Valette-Florence (2016) argues that it is vital to understand how consumers behave in order for the brands to create and maintain trust and reputation among its consumers. Danziger (2005) argues that the notion of “past behaviour predicts future behavior” may not be applicable to the luxury market. However, the foundation remains where the marketers need to understand the basics about the past and present behaviours in order to offer the products and services at the price that luxury consumers are willing to pay. It is partly due to the minimisation of the possible risks that might occur in purchasing luxury products as stated by Kapferer & Valette-Florence (2016) that “in luxury, no one wants to buy the wrong brand”. In light of these changes in the demand and strategies, a new framework of luxury purchase intention will be presented. This framework integrates brand knowledge in order to accommodate the traditional consumer, who appreciates the brand and its exclusivity, as well as the new buyer who wants recognition. This attempt in merging the two groups of luxury consumers together will highlights how traditional and new luxury consumers make their purchase decisions based on different components of luxury product characteristics as well as different value perception, or that is to say, based on a different levels of brand knowledge. Conceptual Framework Over several decades scholars attempted to agree on a single comprehensive definition for the term ‘luxury’ but have not yet reached that goal because the concept of luxury is highly individual and the market itself is heterogeneous (Hennigs et al., 2013). The definition of luxury, therefore, is very complex to define (Vigneron & Johnson, 1999; Dubois & Duquesne, 1993) due to its “subjective character” (De Barnier et al., 2012) with many diverse facets (Phau & Prendergast, 2000). This study provides a new perspective by looking at the factors that influence luxury purchase intention. Based on the original work of Keller (1993), it is important to understand the structure and content of brand knowledge because these dictate what comes into the consumer’s mind when they think about a brand and what they know about the brand (Keller, 2003). Consumer brand knowledge is defined as the “personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information” (Keller, 2003). Strong, unique, and favorable brand associations must be created with consumers (Kotler & Keller, 2012 and 2016). In luxury consumption, different consumers seek different emotional and functional benefits from luxury brands (Kapferer, 1998), which makes it relevant and significant to investigate the level of influences of brand knowledge and value perceptions on the intention to purchase luxury products. The proposed conceptual framework for this study is presented in Figure 1 in the Appendix section. Managerial Implications This study provides both theoretical and managerial implications. On theoretical grounds, this study provides an enhanced model in investigating the influence of luxury brand knowledge towards luxury purchase intention considering luxury brand characteristics and luxury value perceptions. On managerial perspective, this study provides an update in the modern luxury consumers consumption pattern in terms of what specific characteristics of luxury products they would consider when they intend to purchase. At the same time, this study analyses the types of luxury value perceptions acknowledge by modern luxury consumers towards their purchase decision. In addition, the proposed conceptual framework will take into account the behaviours of traditional luxury consumers, who seems to have been lost due to the increased demand among the new luxury consumers. According to Keller et al. (2012), the marketers of the brand needs to acknowledge the insights to how brand knowledge exists in consumer memory. From the model, marketers can plan and execute efficient marketing and communication strategies for modern luxury consumers given their fast-changing preference in luxury consumption. Following the suggestion from Kapferer & Valette-Florence (2016) which indicates that “luxury is made by brands” and apart from selling luxurious products, the dream is what is attached to the brand logo and name. Therefore, by investigating the relationship between luxury products characteristics along with luxury value perceptions, this study aims to provide a refreshing analysis of today’s luxury consumers and what stimulates them to buy personal luxury products. Further Research A questionnaire will be developed by the integration of the established measurements and scales from the existing luxury consumption and branding literature. A draft of the questionnaire will be reviewed against the literature and the practical insights obtained from the sales associates and experts in the luxury industry for the suitability and clarity of the questions. The final draft of the questionnaire will be pre-test on a small number of respondents from the target audience. The target population for the study is among general luxury consumers. The data collected from the survey will be analysed using Structural Equation Modelling (SEM) approach to model decision process and validate the proposed conceptual framework. Cluster analysis will be used to identify segments of consumers as recommended by Aaker et al. (2013). The anticipated research findings will expand on the degree of influences of the brand knowledge towards the willingness to purchase of personal luxury goods. It is also expected that the research findings will be useful in redefining the existing types of luxury consumers to represent today’s luxury consumers.

정보통신기술 고도화에 따라 스마트폰, 웨어러 블 기기, IoT 등 각종 정보통신기기를 통한 개인 정보의 처리가 일상적으로 이루어짐에 따라 대용 량의 데이터를 신속하고 다양하게 분석해서 유의 미한 통찰을 도출하는 빅데이터의 활용에 대한 사 회적 관심이 증가하고 있다. 특히 빅데이터는 이 용자의 행태정보를 기반으로 개인의 취향 등 이용 자가 직접적으로 제공하지 않은 정보까지 분석함 으로써 개인화된 맞춤형 서비스의 제공에 매우 유 용할 것으로 기대되고 있다. 그러나 이와 같은 행 태정보 기반의 빅데이터 처리는 수집 사실을 이용 자가 명확히 인지하기 어렵고, 분석 결과가 이용 자가 원치않는 민감한 정보일 수 있으며, 보다 유 의미한 결과 도출을 위해 외부의 정보와 결합하는 경우 식별 가능성이 높아지는 등 이용자의 프라이 버시 침해에 대한 우려 또한 높은 실정이다. 그러나 현행 개인정보보호 관련 법률은 빅데이 터의 주요 분석 대상인 행태정보와 같은 비정형 데이터의 처리가 아닌, 성명, 주민번호, 연락처 등 의 인적사항 중심의 정형 데이터에 대한 보호조치 중심으로 규정되어 있어 빅데이터를 위한 규제로 는 적합하지 않은 부분이 많다. 특히 행태정보의 활용이 활발한 온라인 광고 플랫폼에는 인적사항 에 대한 정보는 적재되지 않아 더욱 적합하지 않 다. 이와 관하여 방통위는 온라인 광고 가이드를 배포하였으나 기존 개인정보보호 법제가 수정되 지 않는 이상 근본적인 한계가 있다. 이에 동 논문에서는 빅데이터 사회에서의 개 인정보의 보호 및 활용에 대한 조화로운 균형을 위해 세 가지의 법제 개선 방안을 제시하였다. 첫 째, 개인정보의 법적 개념 및 정의를 수정해야 한 다. 개인 식별이 분명한 인적 사항 중심의 개인정 보와 개인 식별 가능성이 거의 없거나 낮은 행태 정보로 구분하여 규정하고 각각 다른 규제 체계 를 적용해야 한다. 둘째, 행태정보를 기반으로 빅 데이터를 분석한 경우 민감한 추론의 도출을 제 한해야 한다. 셋째, 행태정보 기반의 빅데이터 분 석 및 서비스 활용에 대한 이용자의 사후 통제권 을 보장해야 한다. 고도화된 정보통신사회에서 빅데이터의 분석은 사회적 효용을 위해서 필수불 가결하지만 현행 개인정보보호 법규 체계에는 보호와 활용 어느 한 쪽도 효과적으로 대응하지 못 하고 있으므로 개인정보 보호에 대한 인식 전환 이 필요하다.

미국 민사소송절차에서 적법절차 논의는 법정지에 거주하지 않거나 법정지 와 실질적 관련이 없는 피고에 대해 “적법절차 요건(due process requireme nts)”을 충족하는 판단기준에 관한 것이다. 적법절차는 민사 소송을 당하는 비 거주자인 피고(non-resident defendant)가 다른 주의 법원, 정부권력으로부 터 부당하게 권리를 침해받지 않도록 피고를 보호하는데 우선을 둔다고 볼 수 있다. 이에 미국 연방법원은 타주(foreign state)의 법원이 비거주자 피고에 대해 재판관할을 행사하기 위해서는 해당 “피고,” 법정지(forum, 즉 타주의 법원), 분쟁사안과의 “minimum contact”이 있는 지를 검토한다. 법정지의 성문법상 법정지 법원의 재판관할권이 인정되는 경우에도 법정지 의 재판관할, 특히 인적재판관할(personal jurisdiction)에 대해서는 최종적으 로 미국연방헌법에서 보장하는 적법절차 요건에 부합한지에 대한 검토가 필요 하다. 미국 민사소송의 피고에 대한 적법절차요건은 재판관할관련 판례의 기 본원칙으로, 법정지의 재판관할 유무를 결정함에 있어 원고의 편의도 고려되 어야 한다는 반대의견에도 불구하고, 1945년의 International Shoe 판례 이 후 지금까지 변함없이 지속되고 있다. 2014년도의 미국 연방대법원의 재판관할에 대한 판례는 피고를 위한 적법 절차 요건을 재확인시켜주었다. 이에 논문은 미국 연방헌법에서 보장된 적법 절차가 법정지의 재판관할을 부인하는 비거주자 피고에게 어떻게 적용되는지 를 검토한다. 또한 우리 법원이 국제사법 상 “당사자(원고와 피고)”와 법정지 인 한국 법원과 실질적 관련성이 있을 경우 국제재판관할을 인정하는 점은 미 국이 피고를 기준으로, 피고와 법정지와의 실질적 관련성을 검토하여 재판관 할을 결정하는 점과 법적으로 약간의 차이가 있음을 지적해 본다.

본 연구는 융복합기술을 사용하여 국내 자동차 산업의 배터리 및 전기시스템과 수상레저기구 중 접근이 용이한 수상오토바이를 결합하여 전기 동력 추진식 수상오토바이 개발과 전기 동력 추진식 수상오토바이 실용화를 위한 등록 및 제작을 위해 전기 동력 추진식 수상오토바이의 안전검사 기준(안)과 형식승인 기준(안)을 개발하였다. 전기 동력 추진식 수상 오토바이 인증기준은 기존 내연기관 동력 수상오토바이의 인증기준과 선박 전기 시스템과 관련된 인증기준을 기본으로 구조 및 시스템 설치 안과 전기시스템 안의 두 분류로 구분을 하였고, 최종적으로 안전검사 기준(안)과 형식승인 기준(안)으로 개발하였다. 안전검사 기준(안)의 내용은 총 7개의 범주로 구분되어 수상오토바이의 안전한 운행을 위한 설비의 확인을 목적으로 작성되었고, 형식승인 기준(안)은 총 7개의 범주로 구분되어 수상오토바이의 안전한 제작을 위한 목적으로 작성되었다. 본 연구를 통해 국내 친환경 수상오토바이 제작의 환경 조성과 전기동력 추진 선박의 인증기준에 대한 정책 수립 기초 자료로 활용이 가능하다.

인터넷 기반 클라우드 컴퓨팅 및 모바일 장치 등이 주된 통신수단이 됨에 따라, 사이버 보안 위협이 커지고 있다. 법무법인 및 변호사 집단 역시 해킹과 같은 정보 침해의 위험으로부터 안전하지 않으며, 미국의 주요 로펌이 보관하는 인수⋅합병 에 관한 정보 침해 사건, ‘파나마 페이퍼스’로 명 명되는 역외 금융 전문 로펌의 비밀문서 유출 사건 등을 겪으면서, 로펌에 대한 해킹은 사회 문제 로 떠올랐다. 로펌이 해커들의 표적이 되는 요인 은, 고급정보를 다량 보관하고 있는데 더하여 일 반 기업보다 보안이 취약하기 때문이다. 로펌으로 부터 탈취한 정보들은 금융사기, 소송 전략, 산업 스파이, 영업비밀거래에 활용됨으로써 확대 피해 를 일으킨다. 우리나라에서 로펌의 사이버 보안에 관한 논의 는 활발하지 않지만, 인터넷 시대에 사이버보안은 필수적인 전제조건이 되므로, 외국의 사례를 통해 그 대비책을 구상하는 것은 유의미한 작업이다. 또한 우선적으로 우리나라 개인정보보호에 관한 법률 및 개인정보침해소송에서 법원이 내린 판단 을 고찰함으로써, 로펌이 해킹당한 때에 그 책임 소재와 대응방안을 추론해 볼 수 있다. 개인정보유출사고의 원인에는 크게 내부의 관 리소홀로 인한 유출과 고의적인 불법행위로 인한 유출이 있고, 침해유형에 따라 계약책임과 불법행 위책임으로 구성되며, 대법원은 관련법령의 요구 사항, 해당 관리자가 취하고 있던 보안수준, 해킹 기술의 수준, 제3자의 접근가능성, 피해정도라는 기준을 통해 손해배상책임 성부를 판단하고 있다. 로펌의 민사상 손해배상책임을 판단할 때에 위 기준이 기본적으로 적용될 것이고, 비밀유지의무 위 반에 따른 변호사법 또는 형법상 책임이 문제될 수 있다. 한편, 미국의 경우 로펌이 보안 침입을 당한 경우 연방법 및 주법상 의무, 직무행위 표준 규칙상 의무 위반이 문제되고, 나아가 철벽 보안 을 요구하는 의뢰인의 압력이 강해짐에 따라 그 기대에 부응하기 위한 조치가 취해지고 있다. 의뢰인의 기밀, 독점 정보 보호를 위해 적절한 보안장치를 구축하는 것은 점점 변호사의 주된 주 의의무의 내용이 될 것인 바, 합리적으로 기대되 는 변호사의 능력과 비밀유지의무를 지키기 위하여 로펌은 기술진화에 따른 적합한 방어 정책을 마련해야 할 것이다.

최근 세계 여러 나라는 인터넷을 기반으로 한 대기업의 사업 활동으로부터 자국민의 개인정보 를 보호하기 위해 많은 노력을 기울이고 있다. 우 리나라 또한 국민의 개인정보를 보호하기 위해 개 인정보보호법을 제정하고, 개인정보보호위원회를 설치하는 등 개인정보 관련 법제를 정비한 바 있 다. 본고에서는 인터넷을 기반으로 한 대기업의 대표 격인 구글의 국내 분쟁 사례들을 살펴봄으로 써 우리나라 개인정보보호 현황 및 문제점을 파악 하고, 앞으로 나아가야 할 방향에 대해 검토 한다. 본고에서 다루는 구글의 대표적인 국내 분쟁 사례는 크게 세 가지로, ① 통합 개인정보보호방 침에 관한 권고 사례, ② 구글 스트리트 뷰 차량을 이용한 개인정보 무단수집 사례, ③ 개인정보 제3 자 제공내역 공개에 관한 소송사례이다. 위 사례들을 통해 본 우리나라 개인정보보호 현황과 문제점은 ① 개인정보보호 제재조치가 실 효적이지 않다는 점, ② 개인정보보호와 관련된 법령이 복잡하다는 점, ③ 개인정보보호위원회의 권한이 제한적이라는 점이다. 이와 같은 문제점을 해결하기 위해 필자는 ① 국내 영업을 제재할 수 있는 근거를 마련하고 과 징금 액수를 늘리는 등 개인정보보호와 관련된 제 재조치를 현실화하고, ② 개인정보와 관련된 법령 을 단순하게 재정비하며, ③ 개인정보보호위원회 의 권한을 확대하는 것이 필요하다고 본다. 개인정보보호의 문제는 개인의 정보보호에 관 한 문제로 국한해서 볼 것이 아니라, 개인정보를 수집⋅이용하는 기업과 개인정보처리자 중 하나 인 정부에 대한 신뢰 측면에서도 접근하여 볼 필 요가 있는 문제라고 본다. 오늘날 기업의 영업활 동은 자국민에게만 국한된 것이 아니다. 개인정보 보호제도가 잘 정비된 국가에서 관련 법규를 제대 로 준수하는 기업은 그 기업의 서비스를 이용하는 세계 여러 나라 사람들로부터 신뢰를 받게 될 것 이고, 결국 이는 기업과 국가의 성장으로 이어질 것이다. 따라서 개인정보보호 체계를 잘 갖추고, 이를 제대로 집행, 관리하는 것은 앞으로 더욱 중 요한 문제가 될 것이다.

British heritage brand Yardley was bought by Indian multinational Wipro Consumer Care & Lighting Group in the year 2009 from UK based Lornamead group for USD 45.5million. The task of reinventing the magic of the British heritage brand in contemporary India was not easy. Brand Yardley was perceived as a “grandmother’s brand” given the history and memory of its existence since centuries. In order to connect with young Indians, the company hired Bollywood actor Katrina Kaif (with British lineage) as their brand ambassador to evoke nostalgia of British era in India and promote heritageness of brand Yardley. However, this communication strategy failed to connect with the consumers. This research paper attempts to understand the significance of heritageness, nostalgia, unique positioning and functional benefits as influencers in creating consumer-brand relationship leading to buying intention by the consumer in the personal care category, using heritage brand Yardley as the pivotal point. This research was conducted in three phases. In phase one, qualitative research approach was used with in-depth interviews and focus group discussions after which variables for the study were generated. In phase two, an elaborated questionnaire was developed. The first part of the questionnaire included demographics like gender, age, occupation and income. The second part of the questionnaire related to recognizing brand Yardley among five print advertisements featuring Katrina Kaif as a model but not revealing the brand for which Katrina Kaif had modeled for. The final survey was conducted with 16 assessing questions for four factors namely, heritage, unique positioning, functional benefits, nostalgia and buying intention. The study was pilot tested once (n=89) and revised once (n=235) for clarity and accuracy. Three questions were revised and reduced. The scale used was Likert type (1 = strongly disagree to 5 = strongly agree). The sample unit was within a university campus in Mumbai as the young residents were the target audience for the brand. The outcome of the survey resulted in high Cronbach alpha of .87 and clear rotated factor structures. In phase three of the research, a set of competing brands of soaps with respect to Brand Yardley was generated from the focus group discussions and multidimensional scaling by direct method was carried out using two attributes (functional benefits and unique positioning). The research approach employed was both symmetric and asymmetric analysis to provide analytical outcome using multiple regression analysis, structural equation modeling and application of complexity theory for contrarian cases and could be the first to formally examine tenets of complexity theory in personal care category research contexts. The research outcome revealed that functional benefits and unique positioning of brand Yardley should be crystallized using sensory branding and storytelling format that weaves around the evolution of its heritageness to evoke nostalgia resulting in buying intention.

Introduction The research described in this abstract discusses “multilevel marketing,” including a review of academic literatures and studies that have used the direct sales business method as a research context. The multilevel marketing business structure represents an alternative to the business-employee-consumer relationships of those offered by traditional bureaucratic organizations. As such, they have, on one hand, collectively prospered and, on the other hand, attracted negative attention from regulatory and government entities, scholars, and competitors. Studies related to MLM organizations have examined these businesses on every populated continent, and have considered the viewpoints of consumers, MLM participants, and sales managers. Research has included a variety of empirical approaches, from quantitative survey methods to qualitative ethnographic studies. Consumer dispositions toward MLM have been measured intermittently over several years, and include consumer responses from many different countries. One consistent finding is that people who have purchased products from MLMs expressed more favorable opinions of them than do those who have not bought from MLM. Further, studies also provide evidence that consumers perceive that buying from direct selling is perceived to be less risky than some other non-store shopping modes (Gillett, 1976; Peterson, Albaum & Ridgway 1989; Alturas, Santos & Pereira 2005). Nonetheless, the practice is controversial and faces intense scrutiny in many countries while being banned in others. However, the research literature suggests careful consideration of the benefits of MLM organizations, in that the nontraditional organizational structure and methods of promotion may provide economic development in poor economies and also allow consumer-participants to develop important skills. One common method of retailing is direct sales. Direct selling companies emphasize promotion and distribution of their products through person-to-person contact, usually away from a physical retail location and usually through some network of independent sellers. The sales presentations are often held in homes, in the form of door-to-door solicitation, one-to-one meetings, through sales “parties,” or through some type of online social media platform (e.g., Facebook). Direct selling provides a channel of distribution for companies as an alternative to traditional retail outlets; it is attractive to companies that may be unable to compete with the vast advertising and promotion expenses that other manufacturers employ to gain shelf space in traditional retail stores. The variety of products and services that are sold through direct sales matches that of major traditional retailers, including cosmetics, home décor, wellness, jewelry, kitchen products, clothing, organic gardening, and scrapbooking supplies. Promotion of the products often relies on product demonstrations. One type of direct sales is multilevel marketing. A multilevel marketing organization (MLM) is a type of compensation structure (Coughlan & Grayson 1998) through which distributors earn income from their own sales as well as through commissions from the sales made by individuals they have recruited into their organization. As depicted in Figure 1, there are three basic components to compensation: 1. Distributors purchase the products or services at wholesale cost from the MLM organization; these products are sold at a profit (markup) to end consumers 2. Distributors are paid a commission by the MLM for what they sell directly 3. Distributors earn a bonus (percentage) of the sales made by individuals they recruit into the MLM. Recruits are referred to as the distributor’s “downline,” while the recruiter is referred to as the recruited person’s “upline.” MLM and traditional organizations MLM participants include people with diverse backgrounds, levels of education and experience, and personal qualities. Direct selling organizations rely on social connections and relationships to broaden their potential customer base; MLM organizations rely on these social connections as integral to their recruiting as well. MLM organizations do not have formal sales management structures. MLM participants are not “employees,” but rather act as independent franchisees that must adhere to organizational, ethical, and legal parameters. MLM participants are usually not co-located – they do not work at a central office – and often begin work part-time. Participants usually pay start-up or membership fees and pay for training and other selling-related materials. Because MLMs operate without bureaucratic organizational structure or traditional workplace, the company’s culture and ideologies are circulated through social relationships of each individual participant. Several researchers have asserted that cultural characteristics have a significant impact on the success of MLMs in any economy. Biggart (1989) observed that MLMs are successful in Asian countries because those societies tend to be very structured and hierarchical, and individuals in those countries carry a Confucian work ethic similar to Protestant ethic characteristic of the United States. Additionally, Asian extended family networks make selling and recruiting easier. By contrast, Herbig and Yelkurm (1997) observed that MLMs have not succeeded in parts of Europe, because the cultural and ideological climate is comparatively unreceptive to free enterprise and market entry. Laws restrict sellers to contact people at home. Southern European countries, however, tend to have larger informal sectors, fewer worker protections and restrictions, and stronger family and extended-family relationships. Statistics Worldwide, direct retail sales were $182.8 billion in 2014, an increase of over 6% from the previous year; these sales were generated by over 99 million direct-sellingretailers, including cosmetics, home décor, wellness, jewelry, kitchen products, clothing, organic gardening, and scrapbooking supplies. Promotion of the products often relies on product demonstrations. One type of direct sales is multilevel marketing. A multilevel marketing organization (MLM) is a type of compensation structure (Coughlan & Grayson 1998) through which distributors earn income from their own sales as well as through commissions from the sales made by individuals they have recruited into their organization. As depicted in Figure 1, there are three basic components to compensation: 1. Distributors purchase the products or services at wholesale cost from the MLM organization; these products are sold at a profit (markup) to end consumers 2. Distributors are paid a commission by the MLM for what they sell directly 3. Distributors earn a bonus (percentage) of the sales made by individuals they recruit into the MLM. Recruits are referred to as the distributor’s “downline,” while the recruiter is referred to as the recruited person’s “upline.” MLM and traditional organizations MLM participants include people with diverse backgrounds, levels of education and experience, and personal qualities. Direct selling organizations rely on social connections and relationships to broaden their potential customer base; MLM organizations rely on these social connections as integral to their recruiting as well. MLM organizations do not have formal sales management structures. MLM participants are not “employees,” but rather act as independent franchisees that must adhere to organizational, ethical, and legal parameters. MLM participants are usually not co-located – they do not work at a central office – and often begin work part-time. Participants usually pay start-up or membership fees and pay for training and other selling-related materials. Because MLMs operate without bureaucratic organizational structure or traditional workplace, the company’s culture and ideologies are circulated through social relationships of each individual participant. Several researchers have asserted that cultural characteristics have a significant impact on the success of MLMs in any economy. Biggart (1989) observed that MLMs are successful in Asian countries because those societies tend to be very structured and hierarchical, and individuals in those countries carry a Confucian work ethic similar to Protestant ethic characteristic of the United States. Additionally, Asian extended family networks make selling and recruiting easier. By contrast, Herbig and Yelkurm (1997) observed that MLMs have not succeeded in parts of Europe, because the cultural and ideological climate is comparatively unreceptive to free enterprise and market entry. Laws restrict sellers to contact people at home. Southern European countries, however, tend to have larger informal sectors, fewer worker protections and restrictions, and stronger family and extended-family relationships. Statistics Worldwide, direct retail sales were $182.8 billion in 2014, an increase of over 6% from the previous year; these sales were generated by over 99 million direct-selling distributors (World Federation of Direct Selling Associations, 2015). The primary product categories included cosmetics/personal care, wellness, household products, and clothing/accessories. The largest markets for direct selling include the United States, Europe, and Japan. The European Direct Selling Association (Seldia) reported that 2014 sales of direct selling firms in European Union countries were €24 billion (about $26.7 billion), with over 5 million direct sellers (Seldia, 2015). In Japan, 2012 direct selling revenues were ¥177 trillion ($16 billion), with 3.3 million participants (WFDSA, 2015). In the United States, there were over 18 million direct-selling distributors in 2014 who generated $34.5 billion, a 5.5% increase from 2013. The Direct Sales Association reported that over 95% of U.S. direct sales in 2011 were through MLMs (Direct Sales Association, 2015). In terms of participation, the vast majority of direct distributors are women in both of two largest aggregate direct-selling markets. In the European Union, 79% of all direct sellers were women in 2014 (Seldia, 2015); seventy-six percent of direct sellers were considered to be part-time. In the U.S., the percentage of female direct sellers in the U.S. in 2014 was 74% (DSA, 2015). Criticism and Legal/Regulatory Issues Legitimate MLMs are often characterized as or confused with illegal “pyramid” or “Ponzi” schemes, and seem to have always attracted regulatory scrutiny (Arun, 2015; Alpert, 2012; Croft, Cutts & Mould, 2000; Hyman, 2008; Herbig & Yelkurm, 1997; O’Regan, 2015). In response to illegitimate operations, consumer protection groups and federal and local governments have provided information and enacted laws which distinguish MLMs from their fraudulent counterparts. MLMs and pyramid schemes Much of the academic and legal literatures have ventured to provide formal delineation between legal MLMs and the illegal and unethical practices related to pyramid schemes (Stockstill, 1985; Coughlan & Grayson, 1998; Epstein, 2010; Vander Nat & Keep, 2002). There is nearly universal concurrence that whether a program is a legitimate multilevel marketing plan or an illegal pyramid depends on: (1) the method by which the products or services are sold; and (2) the manner in which participants are compensated. Basically, if an organization pays participants for sales by their “enrollees,” “recruits,” and/or their downline enrollees and recruits, that plan is multilevel. If a program compensates participants, directly or indirectly, merely for the introduction or enrollment of other participants into the program, unrelated to the sales of any product, it is considered to be a pyramid. In the United States, federal and state anti-pyramid statutes comprise a comprehensive consumer protection umbrella. These laws are designed to protect individuals from being defrauded through illegitimate programs which lure participants with the promise of easy money by compensating them from the investments of additional participants rather than from legitimate product sales. Federal and state regulatory agencies have sought to prohibit such illegal activity using laws that control pyramids, mail fraud, business opportunity, franchise, lottery, and securities. Internationally, many countries ban some forms of pyramid schemes. Pyramid selling and multilevel marketing both take the form of complex organizations, and because of different interpretations of business activities and underlying regulatory philosophies across countries, regulation takes different forms (Micklitz, Monazzahian & Rößler, 1999; Dobson, 2011; Chan, 1999; China Daily, 2013; Epstein, 2010). Economic Development and MLM Organizations Several studies have observed that one of the key reasons for the establishment and growth of MLM organizations has been that they are often introduced into a larger socioeconomic context, using pre-existing social relationships to become engrained in the overall complex of an economy. Indeed, in communities where families and social networks are relatively large and geographically concentrated, MLM organizations have tended to thrive. MLMs are particularly attractive employment options for groups of people who may experience high unemployment and discrimination in the primary labor market (Brodie, Stanworth & Wotruba, 1998), for example women (Biggart, 1989; Casanova, 2011a, 2011b; Vincent, 2003; Dolan & Scott, 2009; Cahn, 2011; Singh & Aggarwal, 2012) and ethnic minorities (Dai, Wang & Teo, 2011; de Vidas, 2008). Further, as many countries attempt to follow a neo-liberalized, free-market approach to economic development, employment has become more feminized (Standing, 1999) and selling for a transnational direct sales organization is often an appealing option for women in developing countries, providing paid employment that takes place not only outside the home, but outside the archetypical, standardized workplace of the export-product manufacturing factory (Casanova, 2011a, 2011b; Wilson, 1998). Other evidence has suggested several macro-environmental developments that continue to have an impact on direct sales organizations (Ingram, 1993; Ragland, 2012). First, the splintering of market segments into subsegments has compelled companies with fewer resources to focus to avoid the “mass market,” and focus instead on smaller segments, tailoring their efforts to gain customer satisfaction (Kotler & Armstrong, 2014). MLMs are particularly suited to this consumer environment – distributors talking directly to consumers to find out what it is that they want, like, and prefer. One further outcome of this fragmentation has been that people have been forced to seek new groups to satisfy their need to belong, and “hybrid” economic social networks such as MLMs satisfy these nonmaterial needs of distributor participants (Green & D’aiuto, 1977). This appears to be a reasonable explanation of why many of the largest MLM organizations have several million distributors, the majority of whom gain only very minimal financial rewards despite devoting a substantial portion of their time to company activities. A second macro trend is that of globalization. Over the past thirty years, a strong demand has developed for Western products in then-newly-opened European and Asian markets. This continues to be the case in central Asia (India, Russia) and Latin America. In addition to consumer demand, a high level of salesperson motivation in those countries cited as a key to success. Thus consumer demand for MLM-supplied products has grown, while the entrepreneurial spirit that multilevel marketing encourages is appealing to many who seek self-managed work and independence from the traditional employer-employee relationship. Third, manufacturers often pursue multiple channels of distribution to make products available, and MLMs offer a realistic (and often creative) alternative component. This makes it easy for shoppers to find what they want, and a “direct” channel can coexist with traditional channels, allowing entry into extremely local markets and extremely poor consumers (Ireland, 2008; Dolan & Scott, 2009). For example, Ireland (2008) provided several examples of the implementation of MLM in poor communities in South America. This strategy was executed by well-known brands, some of which were recognizable MLMs (e.g. Avon) and some of which were traditional consumer products manufacturers (e.g. Coca Cola). The MLM organization in each of these cases emphasized physical distribution – in some situations going so far as to provide refrigerators in the homes of poor consumers, who would then sell beer or soft drinks directly from their homes. Improving access to products involved elaborate multilevel marketing channels that used the social skills and energy of “bottom of pyramid” (very poor) residents who participated as distributors. A fourth macro-level trend has been that toward trust-based relationship marketing, defined as building, developing and maintaining strong relationships with customers and other stakeholders in order to obtain a high profitability through customer satisfaction (Berry, 1983). The success of the MLM business model as a strategic alternative may thus be linked to the macro-level processes in national and global economies. Discussion and Conclusions Modern versions of direct selling hold the potential to improve lives across the world’s developing economies as the range of products begins to include those that have high social value, such as medicines, hygienic items and communications. Multilevel marketing is an innovation that has become increasingly successful as it has evolved in Western economies to include well-known consumer products (Amway, Tupperware, Mary Kay) but also high-end fashion (J. Hilburn, Etcetera) and even sex toys (Passion Parties). In developing countries, the MLM represents a potentially lucrative channel for traditional companies seeking growth – the flexibility of the channel of distribution, the fact that it relies on existing relationships among potential consumers and distributors, and its ability to reach consumers directly make it a potential tool for economic development. Even still, multilevel marketing carries negative connotations in many marketplaces worldwide. Because MLM participants are technically not employees of their company, “control” over participants is difficult, and continued participation is difficult to maintain. The high degree of commitment and strong organizational culture seem to foster accusations of “cult” behaviors. While there is no question that false product or business opportunity claims may be made – as with any consumer product – academic research tends to suggest that prohibition or strict regulation needs to be carefully weighed against the potential benefits of MLM organizational structures and operations. Multilevel marketing and other direct sales channels of distribution may facilitate economic development, first by employing people who may have little business experience, and second by making products available to consumers in markets where few other retailers may be able to reach. Research also suggests that the MLM business method provides a legitimate alternative strategy to traditional retailing: marketers can get information to consumers in ways that are not feasible using traditional advertising or retail distribution, and person-to-person selling increases the likelihood of customer satisfaction.

Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?in front) should be used more frequently in a personal selling situation to increase a salesperson’s charisma. These studies represent an important first step in conceptualizing charismatic sales behaviors and provide valuable insights for further research.

정보화시대의 도래는 정치영역에서도 획기적 인 변화를 가져왔다. 데이터베이스 기술은 개인정 보의 수집과 처리를 가능하게 하였으며, 정보 송수신 기술은 정치적 의사표시의 시간적⋅공간적 한계를 무너뜨렸다. 이러한 변화는 ‘컴퓨터정치’ 라는 문제적 국면을 초래하였지만 ‘전자민주주의’ 의 가능성 또한 명백하게 만들어내었다. 개인정보는 개인정보자기결정권이라는 기본권 의 대상이 된다. 개인정보자기결정권은 미국의 프 라이버시권에서 도출되는데 우리 헌법재판소도 개인정보자기결정권을 인정하고 있다. 멕시코, 스위스, 그리스 등의 국가에서는 헌법에 정보기본권 을 명시하고 있다. EU의 경우 최근 EU개인정보 보호규칙이 통과되어 가입국에 적용될 예정이다. 미국의 경우 연방 및 주 차원에서 다양한 개인정보 관련 법들이 있는데 주가 정치데이터회사에게 유권자 정보를 제공하는 것이 허용된다. 우리나라는 일반법인 개인정보보호법에서 정보주체의 권리와 정보처리자의 의무를 규정하고 있다. 한편 개인정보는 당사자의 동의를 포함한 적법한 절차를 거쳐 수집되면 공적 자산이 될 수 있다. 개인정보는 일신전속적인 인권임과 동시에, 그것이 자발적이고 의식적으로 처분되고 공정하게 수집, 처리된다면 사회적, 경제적 가치를 생산할 수 있는 공적 자산으로서의 성격을 함께 가진다고 보아야 한다. 전자민주주의에 있어서의 개인정보의 보호와 활용을 통한 민주주의의 발전은 개인정보의 위법 한 유출 금지라는 보호의 영역에 머물기보다는 개인정보가 공적 자산으로서의 성격도 가진다는 것을 인정할 때 앞당겨질 수 있을 것이다. 본 논문에서는 전자민주주의에서의 개인정보의 보호와 활용에 대하여 접근, 참여 및 공론의 장, 창출이라는 세 가지 명제를 제시해 보았다.

Kim Gyu-nam. 2016. “Nation lead ideology and Social taboo emerged from Personal Records of a man in rural Korea”. The Sociolinguistic Journal of Korea 24(1). 37~65. The aim of this paper is to analysis nation lead ideology and social taboo in the modernization era based on the language life history memoirs and diary of an old man in a rural area of Korea. Modern society in korea was built up through the colonial period, separated government of south-north Korea and the Korean war, Saemauel Undong. ≪Weolphayugo≫ and ≪Changphyeong diary≫ are a village dimension report on these periods. Even though the writer is an average person who adapted to the process of making a nation in each period successfully, he caused conflict with his family and neighbors constantly. His conflicts were caused by his attitude about the ideology of making a nation. It is modernity that influenced his conscience. It's affect on his conscience caused conflict with his family. He was the centre of power in the village in every period and is a typical self-made person. But his life was not happy and he became thought of as a troublesome person. In fact he was a victim of making a nation by each government in Korea. His success made him proud of by himself but it was a trap that made him a troublesome person in his family and village. Every society with conflict of a cross-cultural period and every nation should reflect upon his national consciousness and taboo seriously. This paper is beneficial for us because we can think back on ourselves in inter-cultural society.

연구는 산업현장에서 발생하고 있는 중대재해를 줄이기 위해서 시행되었으며 특 히 재해 발생이 두드러지는 소규모 영세사업장을 위주로 작성하게 되었다. 소규모 현장 의 사업주는 근로자에게 개인보호구를 지급하지 않는 경우가 많아 개인보호구를 착용 하지 않고 작업장에서 작업을 하게 되고 자연스럽게 재해로 노출되고 있는 실정이다. 본 연구에서 실질적인 개인보호구 지급 방법에 대한 방안을 제시할 것이며, 기존의 산 업안전보건법상 사업주의 개인보호구 지급 기준에 대한 개정을 주장하여 재해율을 줄 이는 데 이바지하고자 한다. 근로자는 개인보호구를 스스로 구입하여 착용을 해야 하 며, 정부는 근로자의 자발적 개인보호구 구매에 대한 보상으로 퇴직공제부금을 인상하 여 주어야 하고, 사업주에게 산재보험료를 인상하여 적용, 징수하고 이 산재보험료를 통해 근로복지공단에서 개인보호구를 근로자에게 지급하는 방안을 모색해야 할 것이다.

Confucianism and Taoism both played very important roles in the history of China. On the whole, such a trend can be found that when the nation is united and the society is stable, Confucianism would prevail and dominate the political orientation. However, Taoism would become the mainstream of social ideology and the main theme of thought together with Buddhism when the nation is in the state of war and there is social unrest. Therefore, it’s obviously necessary to figure out what the characteristics of the two schools are. Confucianism emphasizes on “Difference”, however “Equality” is an important part of Taoism. The refined two terms probably reflect the difference in expounding ideas and practicing theoretical path between them. Confucian politeness rule “being harmonious then respectful” (亲亲尊尊) standardizes Chinese millenarian civilization. Since the existence of Confucianism, it has great influence on each dynasty. It, meanwhile, explicitly specifies a class difference between the young and the old, and between the lower class and the upper class, which is also an equidifferent logic paradigm. On the other side, it appears that Chuang Tzu’s “On Leveling All Things”(齐物论) is unruly uninhibited. However, the “Equality” philosophy builds strong inner strength in a large context and it also has great soft influence on the social framework which is composed of Confucianism on the surface and legalism beneath the surface. Up to now, the intertexture between “Equality” and “Difference” can probably still contribute to the rebuilding of the Golden Rule by means of their distinctive characteristic of thought and profound historical accumulation.

본 연구에서 한국인과 중국인의 의견표명 행위에 영향을 미치는 요인 중 하나로 체면 요 인을 설정하고, 이에 대한 실증연구를 진행하였다. 연구결과 우선 중국인은 사회주의 국가라 는 환경적인 요인으로 인해 오프라인에서의 의견표명 행위에 대해 스스로 제한을 두고 있다 는 점이다. 대신 한국에 비해 온라인에서는 누구보다 자신의 의견을 표명하는데 적극적이었 다. 한중 구분을 두지 않았을 때, 온·오프라인 모두 중국의 남성 집단이 가장 강한 의견표명 의지를 보이고 있었다. 그러나 중국인이 비록 온라인에서 한국인 보다 자신의 의견을 외부로 나타내는데 더 적극적이지만, 만약 자신의 신분이 주변인에게 노출될 수 있음을 인지한다면, 자신의 의견표명 의지를 상당히 줄여버리고 있었다. 다음으로 한국인에 비해 중국인이 자신의 체면위협 행위에 민감한 것으로 나타났다. 성별 로는 남성이 여성보다 체면을 더 중시하고 있었으며, 상대적으로 연령이 적은 사람들은 주변 사람들의 시선에 민감하게 작용하고, 연령이 많은 사람들은 불특정 다수의 시선에 민감하게 작용하고 있음을 확인하였다. 체면을 매개변수로 하여 온·오프라인 상호관계에서의 그 매개정도를 살펴보았다. 그 결과 한국과 달리 중국에서의 장소체면은 비록 그 변화 정도는 미미하나, 온라인 의견표명에 정적 (正的)영향을 주면서 ‘오프라인-온라인 의견표명’ 간의 상관관계를 일정부분 낮추고 있었다. 그리고 인물체면 역시 중국에서만이 온라인 의견표명에 부적(不的)영향을 주면서 ‘오프라인- 온라인 의견표명’ 간의 상관관계를 일정부분 떨어뜨리고 있었다.

최근 일련의 개인정보보호법령의 강화는 불가피하게 정부의 활동, 특 히 정보수집을 핵심 기능으로 하는 정보기관에 의한 사이버안보 활동에 제약을 가하게 된다. 결국 개인정보보호를 통한 개인의 권리의 보장과 국가안보를 위한 사이버안보활동의 보장이라는 두 가지 법익의 충돌을 적절히 조화할 필요가 생겨난다. 이러한 문제의식을 바탕으로 이 글에서 는 과거 및 현행 개인정보보호법령에서 사이버안보 활동에 대하여 어떻 게 규율하고 있는가를 살펴본 후 주요 국가에서는 어떻게 이를 다루고 있는지를 비교법적으로 검토하여, 최종적으로 바람직한 개인정보보호법 령의 규율태도를 도출하고자 시도하였다. 결론적으로 개인정보보호와 사 이버안보는 서로 긴장관계에 있으면서도 불가분의 관계에 있다. 사이버 안보를 꾀하기 위해서는 개인정보의 처리가 불가피하지만, 개인정보보호 를 함으로써 사이버안보도 도모할 수 있으며, 사이버안보가 확보되면 개 인정보보호도 함께 이루어질 수 있는 긴밀한 관계이다. 또한 사이버안보 는 국가안전보장이라는 측면에서도 매우 중요한 부분을 차지하고 있기 때문에 사이버안보를 위한 개인정보의 처리는 적절한 범위에서 허용할 필요가 있다. 이처럼 개인정보보호와 사이버안보는 적절한 균형관계를 꾀하여야 한다. 즉, 사이버안보를 위한 개인정보처리의 근거는 현재처럼 유지하면서도, 사이버안보 활동 과정에서 개인정보가 부당하게 침해된 경우에 적절한 구제가 이루어질 수 있는 체계를 유지하는 것이 필요하 다. 이런 관점에서 현행 개인정보보호법 상 개인정보분쟁조정위원회에 의한 개인정보분쟁해결 규정을 적용제외한 것을 재고하거나 아니면 다른 적절한 구제절차를 마련토록 하는 것이 필요하다. 또한 미국 대통령 정 책 지침에서와 같이 정보기관 내부적으로 자율적인 통제가 이루어지기 위한 법적 기반을 강화하는 정책을 추진하는 것도 바람직한 방향이다. 이런 관점에서 현행 「국가정보보안 기본지침(국가정보원)」, 「보안업 무규정」, 「국가사이버안전관리규정」의 제정 및 운영은 하나의 중요한 법적 기반이 될 수 있다.

유럽사법재판소(ECJ)가 2015년 10월 미국 -EU 간 세이프하버 제도를 무효라고 판결하였 다. 동 판결에 따라 이제 미국 기업들은 이용자들 로부터 개별적인 동의를 얻는 등의 다른 방안을 강구해야 한다. EU 회원국 국민의 개인정보를 미 국으로 이전하는데 왜 이러한 절차가 있는 것인 가? 그것은 EU와 미국의 개인정보 보호 수준이 다르기 때문이다. 이러한 상황에서 개인정보 국외 이전의 규제는 규제회피를 막는 기능을 한다. 아 울러 정보주체에게 국외이전에 따른 위험을 고지 하고 그 여부를 스스로 결정할 수 있도록 한다. 이 는 EU-미국 간으로 한정되는 논의가 아니다. 우 리나라에서도 수많은 사람들이 다국적 인터넷 기 업의 서비스를 이용하며, 우리 국민의 개인정보가 매일 마다 국외로 이전되고 있다. 우리나라 개인 정보 관련법들도 국외이전을 규제한다. 그러나 규정이 애매하여 해석상 논란을 일으키는 대목이 많 다. 우리법체계의 가장 큰 문제는 모든 책임을 정 보주체 개인에 지운다는 점이다. 어느 개인이 자 신의 개인정보가 이전되는 특정 국가의 규제 수준 을 알 수 있겠는가. 관계당국이 개인정보가 적절 히 보호되는 제3국을 조사하여 고시하고, 그러한 국가로의 이전은 통상의 제3자 제공과 같은 절차 만 준수하면 되도록 제도를 개선하여야 한다. 정 보주체의 프라이버시는 실질적으로 보호하고, 사 업자들의 규제 부담은 줄이는 길이다.

Job-appropriate personal protective equipment(PPE) is important for decreasing the high rates of occupational injury experienced by construction site. Objective: This analysis describes Personal protective equipment payment methods improvement by revision of occupation safety&health acts. Methodes: Data are show up during the past 9 year statistics for occupation injury cases from actual construction site in Korea construction company. Results: Most construction workers are not wearing PPE because of non-payment of PPE by employer mainly small enterprises. Conclusions: Construction site workers should be buy with job appropriate PPE themselves. Buying of PPE is essential in the near future and government should be provide appropriate compensation for self-buying action such as raise retirement deduction installment or raise of industrial accident insurance.

본 연구는 국제기아 돕기를 촉구하는 설득 메시지의 효과에 영향을 미치는 죄책감 소구 수준과 공감적 개인성 향의 상호작용을 살펴보았다. 죄책감 소구 수준은 메시지가 수용자의 죄책감을 이끌어 내는 정도의 높고 낮음을 의미한다. 공감적 성향이란 타인의 경험에 동조하거나 관심을 갖는 개인의 경향을 지칭하며 본 연구에서는 개인 적 고통과 공감적 관심이라는 하위 차원을 이용하였다. 메시지의 실험은 2단계로 구성하였다. 1단계에서는 개인 성향을 측정하고 2단계에서는 죄책감 소구의 수준을 차별화한 메시지를 전달하였다. 전체 실험은 죄책감 소구 수준(2) ✕ 공감성향(2)으로 설계되었다. 그 결과, 죄책감 소구 수준은 개인적 고통과 상호작용하는 것으로 나타 났다. 그 상호작용은 주로 죄책감 수준이 높은 조건에서 개인적 고통이 높은 개인과 낮은 개인들의 차이에 의해 발현되었다. 공감적 관심이 높은 개인들은 낮은 개인들에 비해 죄책감 수준과 상관없이 돕기 메시지에 더 우호적인 것으로 나타났다.

The luxury market keeps growing in the global world. Marketing scholars focus on Chinese luxury consumers, because Chinese consumers show different characteristics comparing to foreign consumers. Personal hedonic value cannot be ignored among factors which influence consumers’ purchase intention. After the survey on 128 consumers who have luxury purchasing experience, the study finds out that as the two of three sub-dimensions of hedonic value, self-gifting and self-pleasure can significantly influence luxury perceived value, but self-enrichment has nothing to do with it. Luxury perceived value can directly affect consumers’ purchase intention on luxury products. But this relationship can be negatively moderated by interpersonal effects. At the end, managerial implications and theoretical contributions are discussed.

With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.