Since social media has become an essential tool in the contemporary hotel industry, companies are now building social media communities to engage customers online (Leung & Bai, 2013) and to maintain satisfaction, trust, commitment, loyalty, and brand relationship quality (Harrigan, Evers, Miles, & Daly, 2017). Despite global hotel companies’ increasing adoption of social media platforms to promote customer engagement, research in this area is still sparse (Harrigan et al., 2017; So, King, & Sparks, 2014). To fill this gap, the authors developed a theoretical model incorporating two antecedents (hotel brand experience and customer involvement to social media) and a consequence (brand relationship quality) of customer engagement (CE) in the context of hotel brand communities embedded in social media. Additionally, the authors included hotel brand reputation (HBR) in the model as another predictor of brand relationship quality (BRQ). This study obtained data from a panel survey consisting of the responses of hotel customers who had stayed at one of ten famous hotel brands in the U.S. within the past 12 months and were simultaneously followers of the hotel brand’s page on Facebook. The findings reveal that both antecedents (ISM and HBX) positively and significantly influence CE and that hotel brand experience (HBX) has a stronger impact on CE than ISM. The findings also demonstrate that CE has the strongest, positive effect on BRQ, followed by HBX and HBR. Furthermore, the findings indicate that the relationship between HBX and BRQ is partially and significantly mediated by CE. This research provides theoretical and practical contributions to the field. First, unlike previous studies, the current study utilized the concept of CE with hotel brand communities embedded in social media as a mediator between HBX and BRQ and found partial and significant mediation effects. Second, the study identified two new and crucial antecedents of CE with brand communities embedded in social media—customer brand experience and customer social media involvement. Third, this study found brand relationship quality as one of the primary outcomes of customer engagement with hotel brand communities in social media. Lastly, the findings confirm that social media-based brand communities (i.e., Facebook) are one tool companies can use to build long-lasting customer-brand relationships.

This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

Brands motivate consumers to engage in positive, supportive as well as negative, oppositional actions (e.g., Gregoire, Tripp, and Legoux 2009; Lovett, Peres, and Shachar 2013; Wolter 2015). However, although extensive research has been afforded to positive and negative brand-related communication by consumers of a brand (e.g., Baker, Donthu, and Kumar 2016; Berger 2014; Hollebeek, Glynn, and Brodie 2014; King, Racherla, and Bush 2014), attention on negative brand-related communication by non-consumers is lacking. Yet, brands are constantly subjected to negativity, slander, avoidance, and hate (e.g., Zarantonello et al. 2016) from consumers who are psychologically, behaviorally, and ideologically disconnected from them (Hegner, Fetscherin, and van Delzen 2017). Accordingly, researchers have expounded that it is imperative to investigate – in addition to positive brand outcomes and brand development strategies – negative brand outcomes and brand defense strategies (Veloutsou and Guzman 2017). Responding to such calls, this study focuses on the construct of online brand derision. Online brand derision is conceptualized as the volitional act of avoiding, openly ridiculing, discrediting, or denigrating a brand in the online environment. Correspondingly, drawing from diverse literature streams such as brand-related communication, social identity theory, and social dominance theory, this study develops and tests a framework of the antecedents of brand derision in the online environment. Results from analysis of data gathered from 320 respondents reveal that some consumers are likely to perceive a discord between themselves and the users of a brand, which along with an oppositional self-categorization of the self and the brand, influences hostile cognitive judgments and attitudinal evaluations regarding the brand. Consequently, animosity toward the brand influences online brand derision. The results further indicate support for the moderating effects of consumers’ social dominance orientation and extraversion on brand animosity’s influence on brand derision. Based on the findings, several theoretical and managerial implications as well as directions for future research are offered.

본 연구의 목적은 기업의 내․외부환경 측면에서 국내기업 국제화의 선행요인을 분석하고 글로벌 경제위기 이 전과 이후에 국제화에 영향을 미치는 선행요인의 효과가 어떻게 변화하는지를 분석하는 데 있다. 외부환경 가운 데 국내시장 성장률과 국내시장 경쟁 강도를 고려하였으며, 국내시장 성장률이 높을수록 기업의 국제화 수준이 낮아지지만 국내시장 경쟁 강도가 높을수록 기업의 국제화 수준이 높아질 것이라고 주장하였다. 내부환경과 관련 하여 연구개발 집중도, 마케팅 집중도, CEO 해외경험을 고려하였으며, 연구개발 집중도와 마케팅 집중도가 높을 수록 국제화 수준이 높아질 것이라고 주장하였다. 내부환경의 요소로 CEO의 해외경험을 고려하였는데, CEO의 해외경험이 많을수록 기업의 국제화 수준이 높아질 것이라고 주장하였다. 그리고, 내부환경 변수가 국제화에 미 치는 효과는 글로벌 경제위기 이전보다 이후에 강화된다고 주장하였다. 2002년부터 2012년 기간의 101개 국내 제조 기업의 1101개 관측치를 분석한 결과, 국내시장 성장률은 기업의 국제화에 부(-)의 영향을 미치는 것으로 나타났으며 국내시장 경쟁 강도는 기업의 국제화에 정(+)의 영향을 미치는 것을 확인하였다. 기업의 연구개발 집중도, 마케팅 집중도, CEO 해외경험은 국제화에 정(+)의 영향을 미치는 것으로 나타났으며, 연구개발 집중도 와 국제화 간의 관계만 글로벌 경제위기 이전보다 이후에 더욱 두드러지게 나타났으며 CEO 해외경험은 소유경 영자인 경우에만 글로벌 경제위기 이전보다 이후에 국제화 수준을 강화시키는 것으로 나타났다. 본 연구는 국내 기업 국제화의 영향요인을 글로벌 경제위기 이전과 이후로 비교해서 살펴봄으로써 국내기업 국제화 동인의 변화 에 대해 보다 종합적인 이해를 제시하였다.

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: ‘online relationship’ and ‘internet role.’ Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

The current research aims to shed light on consumer-brand relationship, adopting the self-determination theory as theoretical lens for defining the antecedents and the consequences of the Brand Engagement in Self Concept (Sprott, Czellar, & Spangenberg, 2009). The originality of the study stems in the contest of analysis, that is the international cosplayer community, given the extreme engagement manifestation of the actors of the community in comics characters. Thus, the goal of this study is to test a model previously proposed by Razmus, Jaroszyńska, & Palęga (2017) in a community of high engagement manifestations, that is the cosplayer community (e.g. dress-up as their own favourite character). Moreover, authors would like to introduce a novel variable that is the brand-self congruity (Aaker, 1997; Sirgy, 1982), able to influence the relationship between personal aspirations (Kasser and Ryan, 1993; 1996), brand engagement in self-concept, brand advocacy (Kim et al. 2001) and brand loyalty (Oliver, 1999).

In the fashion industry, online opinion leaders (e.g. fashion blogs) that may be a source of advice for other consumers have emerged since the beginning of the century. Nowadays, among the several social networking sites (SNS) available, Instagram is also experiencing a steady increase in the amount of active users related to the fashion industry. Taking into account the relevant role of social influencers in the fashion industry (Wiedman et al., 2010) and the increasing use of Instagram by influencers and their followers, this study is thus designed to identify some of the antecedents and consequences of opinion leadership in a fashion Instagram account. First, we consider the perceived characteristics of the account (originality [H1a], uniqueness [H1b], quality [H1c] and quantity [H1d] of the contents posted) as the main antecedent factors of opinion leadership. Second, since opinion leaders are thought to have a great understanding of a specific product category (Thakur et al., 2007), we propose that opinion leadership may influence consumer behavioral intentions (Park, 2013). Specifically, opinion leadership will influence the intention to interact with the Instagram account (H2a), the intention to recommend it (H2b) and the intention to follow the advices obtained there (H2c). Finally, online interaction propensity will reinforce the influence of opinion leadership on interaction (H3a) and recommendation intentions (H3b), and the influence of opinion leadership on the intention to follow the advice will be reinforced when the contents of the account match the consumer personality and interests (i.e. personal fit) (H3c). Data to test these hypotheses was collected from an Instagram account focused on fashion in which a potential influencer posts pictures related to new trends in the fashion industry and that could be imitated by the followers of the account. Specifically, this account has more than 62.000 followers, who were invited to participate in the research. Finally, 808 participants answered a questionnaire including measurement scales adapted from previous literature, using seven-point Likert-type response formats, which respondents rated from 1 (“strongly disagree”) to 7 (“strongly agree”). Partial Least Square was used as the estimation procedure. First, we analysed data to check validity of measures in order to confirm the factor structure, guarantee its internal consistency, and check both convergent and discriminant validity. After that, results of the proposed model reveal that opinion leadership is positively affected by perceived originality (β=.380, p<.01) and uniqueness (β=.298, p<.01), supporting H1a and H1b. However the influence of both perceived quality and quantity is non-significant. In turn, opinion leadership has a significant influence on the intention to continue interacting in the account (β=.558, p<.01), the intention to recommend the account online (β=.482, p<.01), and the consumer intention to follow the advice received in the Instagram account (β=.232, p<.01). As a result H2a, H2b and H2c are supported. Finally, while the interaction effects of online interaction propensity and opinion leadership are not significant, the interaction effect of perceived fit with personal interests and opinion leadership on the consumer intention to follow the advice received in the Instagram account (β=.078, p<.01) is significant. Therefore, H3c is supported. In sum, this study confirms that opinion leadership in the Instagram context may influence consumers and finds that originality and uniqueness are the key variables to develop this leadership and become influential, which suggests several implications for management.

A product’s competitive position (CP) identifies the segment the product is targeting and the value proposition it offers that differentiates it from its competitors (Hooley & Greenley, 2005). Having a clear, strong competitive position for products in the mind of the consumer, known as the perceived position, is considered to be absolutely imperative for products to compete in today’s market. In order to get to this evaluation or judgment on the product’s position, consumers need to sift through the ever-growing availability of organization and market-derived information. Consumer behavior literature dictates that such a judgment would have a level of confidence attached to it, specifically known as belief-confidence. Extensive literature has empirically linked belief-confidence to purchase intention (Bennell & Harrell, 1975; Howard & Steth, 1969; Laroche, Kim, & Zhou, 1995; Russo, Medvec, & Melov, 1996), however the construct has not been examined relative to the strategic concept of competitive product positioning. This research proposes a framework that suggests when the consumer’s perceived position for a product matches their purchase goal, [for example a consumer is seeking a ‘top of the range’ personal laptop and after evaluating laptop alternatives in the market judges product X as the ‘top of the range’ offering] the consumer’s confidence in their positioning judgment acts as a moderator, magnifying its ultimate effect on purchase intention. Given that judgment confidence is context specific (Chandrashekaran, Rotte & Grewal, 2005), this research suggests three antecedents to consumers’ confidence in competitive positions of products (1) position clarity (2) position consistency (3) alignment between the initial and post (information search) perceived positions. Support for these antecedents stems from various fields of literature including positioning implementation; consumer perception; judgment revision; information distortion and brand equity signaling (Erdem & Swait, 1998; Muthukrishnam, 2002; Russo, Medvec, & Melov, 1996; Crawford, 1985). Two between-subjects factorial experiments entailing a mock information search designed to manipulate (1) and (2) of the proposed antecedents will be administered online, whereby total n=540. Measures taken pre and post the experiment will enable validation of the remaining variables in the conceptual model. This research aims to show that adding a confidence measure to positioning measurement such as perceptual mapping, is a better predictor of purchase intention (when coupled with purchase goal), than positioning measurement alone. It ultimately gives managers an insight into what drives consumers’ confidence in deciphering what a product stands for amongst its competitors.

The present study focuses on the construct of entrepreneurial alertness, investigating the external antecedents of the construct, responding to the call for more research pledged by Tang, Kacmar, and Busenitz (2012). Namely, we examine how receiving feedback, awards and collaboration offers in relation to an individual’s hobby activity influences the development of entrepreneurial alertness dimensions. Additionally, we make a contribution by testing the effect of these external factors in a non-entrepreneurial context of homebrewing communities, that is individuals producing beer at home as a hobby. In line with other form of craft activities, this context has demonstrated a high potential for business start-up development due to the increasing number of new small brewing businesses in North America run by entrepreneurs that were previously homebrewers (Carroll & Swaminathan, 2000). We test our tenets within the complexity theory, where configurations of antecedents are examined in order to gain deeper understanding of the possible outcome (Woodside, 2014), using 213 completed questionnaires. We apply fuzzy-set qualitative comparative analysis (fsQCA, Ragin 2000; 2008) to achieve a holistic overview of the examined interrelationships (Ordanini, Parasuraman & Rubera, 2015). We find that high feedback is a sufficient condition for high scanning and search, association and connection, as well as evaluation and judgement activities of entrepreneurial alertness. Without feedback, people at the hobby stage engage in their leisure activities solely because they like it. However, receiving feedback in relation to their hobby outcomes provides an opportunity for individuals to develop and experience additional motivations beyond enjoyment, where they understand that the hobby could be commercialized and bring monetary rewards. Moreover, we find that an individual receiving low amount of awards but high amount of collaboration offers may also have high entrepreneurial alertness. Since individuals receive rewards related to the excellent performance in their leisure activity, it may not provide any cue for a potential transformation into a business. However, the more collaboration offers people receive, the more likely they get involved in scanning and search, association and connection, and evaluation and judgement activities of entrepreneurial alertness. Therefore, they are likely to conduct additional search, connect bits of available information and evaluate this business opportunity (Gaglio & Winter, 2009). The findings of this study could help entrepreneurs reflect on their decisions and behaviours during the business start-up planning process, and measure their entrepreneurial alertness and the extent of readiness to engage in business venturing.

The present paper discusses the interrelationship among knowledge creation, heterogeneity, and open service innovation – an important theme of marketing research. Drawing on the literature of knowledge based innovation, we argue that both researchers and practitioners should extend the functionality of created knowledge into open and service-oriented innovation context. Our conceptual framework represent the following major points. First, the four classic knowledge creation mode each has different influences on open service innovation, given employee and customer knowledge is a cornerstone of service innovation. Specifically, socialization positively, externalization positively, combination positively, and internalization negatively predicts open service innovation. Second, knowledge heterogeneity moderates in the above mentioned relationships. Implication are discussed

Research into country-of-origin effects has been conducted since the 1960s, and the research focus has gradually shifted from country-of-origin to ideological effects, such as consumer ethnocentrism, animosity, and more recently, consumer cosmopolitanism. From the postwar period to the 1980s, globalization brought a negative consumer attitude toward foreign products, but a positive one among an increasing number of consumers after the mid-1990s, partly due to the prevalence of the internet (Terasaki, 2016a). Even though the exact number is still unknown, cosmopolitan consumers are increasing faster than ever before (Riefler & Diamantopoulos, 2009; Cleveland et al., 2011; Grinstein &Wathieu, 2012). The concept “consumer cosmopolitanism” was first introduced by in Cannon et al. (1994), and since then a number of empirical studies have been conducted using the Cannon, Yoon, McGowan & Yaprak’s Cosmopolitanism (CYMYC) scale. Although consumer cosmopolitanism has become a popular theme in international marketing (Terasaki, 2016b), little research has been conducted examining the antecedents for cosmopolitan consumers (Riefler & Diamantopoulos, 2009). Our study fills this important gap in the emerging literature, using sequential mixed methods. This is important because we specify where prospective cosmopolitan consumers are, and what elements of products and services, and in some cases advertisements, potentially attract them.

Existing studies of Japanese consumers have emphasized the importance of collectivism and risk aversion in Japanese culture. In this paper we examine the relationship between these constructs in new product adoption decisions that involve brand switching. We argue that, for Japanese consumers, the perceived emotional risk of adoption is related to (1) the degree to which a consumer identifies with the brand of his or her current product and (2) the perceived performance, financial, and social risks of switching to an alternative product. We further hypothesize that perceived social risk is positively related to brand identification, perceived performance risk, and perceived financial risk. Finally, we hypothesize that financial risk is positively related to performance risk. We test our hypotheses using data collected in Japan in June 2015. Questionnaire items were adapted from existing, well-validated scales. The Japanese version of the questionnaire was developed by using the standard double translation procedure. The Japanese version of the questionnaire was administered by a marketing research firm to a national panel of respondents stratified by age and gender. The resulting sample consisted of 518 iPad owners from across Japan, of whom approximately half were men. Within each gender category, approximately half of the respondents intended to purchase a new tablet within the next 12 months. Following established SEM procedures, we began by estimating a confirmatory factory analysis model, after which we estimated a structural equation model. In each case, the estimated model satisfied standard evaluation criteria. In general, our findings provide support for the hypothesized model. First, Perceived Performance Risk was positively related with Financial Risk, Social Risk, and Emotional Risk. Second, Financial Risk was positively related with Social Risk. Third, Social Risk was positively related with Emotional Risk. Fourth, Brand Identification was positively related with Social Risk and Emotional Risk. The one hypothesized linkage that was not supported was the relationship between Financial Risk and Emotional Risk. A comparison of coefficient magnitudes reveals several important findings. First, in the Social Risk equation, the coefficient of Performance Risk is significantly larger than the Brand Identification coefficient. Second, within the Emotional Risk equation, the coefficient of Performance Risk is significantly larger than the coefficients of Brand Identification and Financial Risk. Similarly, the coefficient of Social Risk is also significantly larger than the coefficients of Financial Risk and Social Risk.

Since the arrival of omni-channel retailing, which promotes seamless experience for consumers and zero effort commerce, channel integration has been a big issue in both the domestic and the international retail industry. Some researchers have identified problems that can occur in the process of channel integration, such as cannibalization and channel conflict (Coelho & Easingwood, 2003). However, many studies on channel integration report its positive impact on a firm’s revenue growth through improved trust (Schramm-Klein & Morschett, 2006), higher consumer conversion rates (Neslin et al., 2006), and greater cross-selling opportunities (Berry et al., 2010). Regarding the issue of effectively establishing channel integration in order to bring positive synergy to a company, the present study intends to identify a solution within a company’s internal factors. This study aims to provide a strategic perspective on channel integration formation of domestic fashion retailers by identifying some of the key organizational components that drive a firm’s channel integration in this omni-channel era, when the boundaries between online and offline markets are disappearing. This study predicts that organizational structure and strategic orientation are the key components of a fashion retailer’s channel integration implementation in an omni-channel environment. As shown in previous studies, channel integration has a positive impact on a firm’s performance through active and innovative transformation of the organization’s hardware and software (Cao & Li, 2015; Yan, Wang, & Zhou, 2010). In particular, this study introduces channel (extension) strategies (number of different types of channels in both online and offline markets) into channel integration as one of the crucial variables, in addition to the two existing variables. The data were collected through a survey targeting mid-level executives or above, within a business unit of Korea’s fashion companies with over $10 million revenue. Through this selection, a total of 120 samples were used in the final analysis. Hierarchical regression modeling was used to prove the study’s hypothesis. The revenue size of a parent company and SBU was used as a control variable in the level 1 model; channel strategies in the level 2 model; organizational structure in the level 3 model, and organization strategic orientation in the level 4 model, which was used as an independent variable. Integrated back-end system and integrated human resource management, which are the highest levels of channel integration (Cao & Li, 2015; Oh, Teo, & Sambamurthy, 2012), have been used as dependent variables. The main findings of this study are as follows: In a back-end system integration model, organization strategic orientation was identified as the highest level when the organizational structure becomes more centralized, whereas the system integration level is the highest when the model is competitor-oriented and innovation-oriented. In the human resource management integration model, the human resource management integration level is at its highest when the organizational structure becomes formalized and specialized, and organization strategic behavior becomes more competitor-oriented and innovation-oriented.

The passenger airline industry is worth $623 billion, transporting around 3,530 million passengers a year (IATA, 2015). Although useful, most prior research focuses only on specific situations and on a minority of passengers, and takes a producercentric view which conceptualizes consumers as the target of airline activities (Reisinger and Movondo, 2005, Wangenheim and Bayón, 2007, Folkes et al., 1987, Bejou and Palmer, 1998). Instead, we focus on a characteristic of airline travel that affects all airline consumers: confinement. Airline consumers are often confronted with restrictions in terms of space and activity which can lead to discomfort, frustration, dissatisfaction, and reduced well-being. The objectives of this study are therefore to: 1) Define the concept of consumer confinement, 2) Develop a model showing how the problems faced in confined contexts, solution strategies used to deal with these, moderators and outcomes are related, 3) Show how confined airline experiences can be managed more effectively to improve consumer and company outcomes. In understanding how companies and consumers play a role in avoiding and reducing these, we investigate how consumers become problem solvers and deal with confinement using a thematic analysis of blogs and forums. Our study shows that long-haul travellers face a wide range of problems and have developed inventive, personalized solution strategies to address these. We also develop a conceptual model which identifies the problems faced by consumers such as boredom and not looking good; moderators such as propensity to plan and claustrophobia; potential confinement solution strategies consumers and companies can action, such as talking with other passengers and watching movies; and how these may affect company and consumer outcomes such consumer emotions, satisfaction and loyalty. The paper contributes to theory development in marketing by conceptualizing confinement, which has received very limited attention in prior work (see Chen, Gerstner, and Yinghui, 2009 for an exception). Second, we build on prior work on negative service experiences, such as the effect of overbooking service capacity (Wangenheim and Bayón, 2007) and service failure (Folkes, Koletsky, and Graham, 1987) that took a more producer-centric view, conceptualizing consumers as the recipient of the company’s activities. We extend and go beyond this work by showing that consumers are actually active co-solvers of their consumption experience problems (Prahalad and Ramaswamy, 2004). Third, our conceptual model provides theoretical relationships between confinement and company as well as consumer outcomes such as satisfaction, emotions and loyalty to show how effective strategies are used to help consumers reduce the problems caused by confined situations. Fourthwe contribute to an understanding of the boundary conditions of when strategies work by showing that in particular, individual differences such as fear of flying could have an effect on the effectiveness of strategies. Fifth, we complement the travel medicine and the general travel literature which has researched travel risk and anxiety (Reisinger and Movondo, 2005) and physical health problems resulting from flying phobias (McIntosh et al., 1998), with a focus on the more common problems and strategies used by the large majority of long-haul flyers to occupy time and improve emotional well-being. We conclude with suggestions for further research.

The rapid development of the internet has enlarged the scale and scope of marketing communication and supported a base for electronic word–of-mouth (e-WOM). According to Bickart and Schindler (2001), e-WOM usually includes personal experiences and opinions transmitted via the written words in virtual social networks. Studies on e-WOM in virtual communities suggest that e-WOM strongly influences attitudes and behaviors of consumers and thus importance of e-WOM is growing in marketing communication and advertising. Accordingly, a lot of researchers have investigated to identify factors influencing e-WOM activity. Noticeably, characteristics of e-WOM receivers (e.g. Awad & Ragowsky, 2008; Godes & Mayzlin, 2004) and usage experiences of e-WOM in Social Network Service (SNS) (e.g. Flanagin & Metzer, 2000; Johnson, Kaye, Bicard, & Wong, 2008) have been frequently examined. These factors are expected to contribute to a research model in the current research. Based on previous studies, this research investigates factors which have a positive impact on diffusion of e-WOM information. Specifically, three characteristics of e-WOM receivers are suggested as antecedents: perception of instrumentality of e-WOM, perception of usefulness of e-WOM, and perception of trust in e-WOM. In addition, a moderating variable is proposed: usage experiences of e-WOM. A Structured questionnaire is designed to measure the proposed factors and diffusion of e-WOM information with a five-point Likert scale. An online survey is used to collect responses of consumers who have experienced e-WOM information on a certain goods or services in SNS within the last three months. 358 usable responses are used for statistical analyses to examine the proposed research model. This study will contribute to the e-WOM research field where there is little published work to identify characteristics of e-WOM receivers and their effects on diffusion of e-WOM information, suggest the model of information processing of e-WOM, and consider both roles of e-WOM receivers and senders of consumers. It may also provide managerial implications to devise a better marketing communication strategy by harnessing e-WOM and encouraging influential individuals as considerable promoters to shape the scope of advertising and e-WOM processes.

본 연구의 목적은 상사의 진성 리더십과 조직구성원의 성격(Big-5)이 선행요인으로서 조직구성원들의 긍정심리자본에 어떤 영향을 미치는지, 그리고 긍정심리자본이 조직구성원들의 역할내 직무수행과 적응 적 수행성과에 대해 어떤 영향을 미치는지를 검증하는 것이다. 상기의 연구목적을 달성하기 위하여 서울․부산․경남지역에 소재한 14개 기업에 종사하는 근로자 300명을 대상으로 설문조사를 실시하고, 유효설문지 자료 290부를 이용하여 회귀분석을 실시하였다. 이 연구의 주요 연구결과는 아래와 같다. 첫째, 진성 리더십이 강할수록 긍정심리자본이 증가한다. 둘째, 성 격유형 Big-5 중에서 신경증을 제외하고 나머지 4개의 성격유형은 그 수준이 높을수록 긍정심리자본이 증가한다. 셋째, 긍정심리자본은 그 수준이 높을수록 역할내 직무수행과 적응적 수행성과가 높다. 그리고 긍정심리자본은 선행변수와 역할내 직무수행 및 적응적 수행성과 사이에 매개효과를 가진다. 결론 부분 에 이 연구의 시사점과 한계점 그리고 향후 연구방향에 대해 논하였다.

기업의 생존력과 경쟁력을 위하여 기술혁신을 지속적이고 장기적으로 추구하 고 추진하려는 기업의 전반적인 사고방향을 나타내는 기술혁신지향성의 중요성이 대두하고 있다. 기술혁신지향성이 기업의 지속적인 경쟁우위 확보에 개념적으로나 실무적으로 중요한 의미를 내포하고 있지만, 기업의 성공적인 기술혁신과 성과를 위한 기술혁신지향성의 역할에 대한 체계적인 연구는 현재까지 제한적으로 수행되어 왔다. 기술혁신지향성에 대한 기존 연 구의 미비점을 인지하여, 본 연구에서는 기술혁신지향성에 영향을 미칠 수 있는 기업 내외부 의 핵심적인 요인들을 선택하여, 선행요인들과 기술혁신지향성 및 기술혁신지향성 사이의 상 황관계를 나타내는 연구모델과 가설들을 제안하고 이를 실증분석 하였다. 제안된 연구모델 에서 선택된 기술혁신지향성의 선행요인들은 최고경영자의 기술기능 직무경력과 기능 간 상호통합(cross-functional integration)의 두 내부요인과 환경 불확실성과 경쟁강도의 두 외부 요인을 포함하였고 이 요인들이 결과적으로 기술혁신지향성을 매개로 기업의 기술혁신성과 에 영향을 미치는 것으로 제시하였다. 또한 이 연구모델에서는 환경 불확실성과 경쟁강도의 두 환경요인이 기술혁신지향성과 기술혁신성과 사이의 관계를 긍정적으로 조절하는 효과를 갖는 것으로 제시하였다. 86개의 국내 IT중소기업을 대상으로 분석한 결과, 최고경영자의 기 술기능 직무경력, 기능 간 상호통합, 그리고 환경 불확실성이 기업의 기술혁신지향성에 긍정 적인 영향을 미치고 기술혁신지향성이 기업의 기술혁신성과에 긍정적인 영향을 미치는 것으 로 나타났다. 또한, 환경 불확실성은 기업의 기술혁신지향성과 기술혁신성과간의 관계를 긍 정적으로 조절하는 효과를 갖는 것으로 나타났다. 본 연구결과가 제시하는 이론적, 실무적 시사점의 중요성에 대해서 논의하였다.

본 연구는 해외시장에 진출한 한국기업 현지자회사의 CSR 활동의 유형과 동인을 살펴보고, 현지자회사의 CSR 활동이 자회사의 경영성과에 기여하는지를 분석해 보고자 하였다. 먼저, 제도이론, 이해관계자이론 및 자원기반이 론 등 기존 CSR 연구이론을 통합적인 시각에서 조망하면서 현지자회사 CSR 활동을 반응적 CSR과 전략적 CSR로 유형화하고, 전략적 CSR을 중심으로 CSR 활동의 동인을 파악하였으며, 더 나아가 각각의 CSR 유형과 경영성과와의 관계를 연구모형으로 설계하여 검증하였다. 본 논문에서는 현지자회사의 CSR 활동을 반응적 CSR 과 전략적 CSR로 구분하였는데, 반응적 CSR 활동이 현지에서의 법, 규제에 대한 대응적 성격이 강한 반면, 전 략적 CSR 활동은 현지에서의 네트워크 구축, 경영자원 투자 및 가치사슬 혁신활동과 연계하여 보다 장기적이고 전략적인 특성을 갖고 있다. CSR의 동인에 관한 연구결과, 현지 ‘이해관계자의 영향력’ 및 자회사의 ‘현지화 수준’ 변수가 반응적 CSR보다 는 전략적 CSR에 보다 큰 정(+)의 영향을 미치는 것으로 나타났다. CSR과 경영성과에 관한 연구결과는 전략 적 CSR이 반응적 CSR보다 현지자회사의 재무 및 비재무성과 모두에 보다 큰 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 한국기업 해외자회사를 대상으로 해외자회사의 CSR 활동을 반응적 CSR과 전략적 CSR로 유형화하 고 경영성과와의 관계를 실증적으로 분석하였다는 점에 그 의의가 있다. 또한 탐색적 시도로써 전략적 CSR의 특 징을 정의하고 전략적 CSR의 동인 및 성과효과에 있어 반응적 CSR과의 상대적인 영향도를 분석해 봄으로써 기 존 CSR 문헌의 연구범위를 확대하였다. 본 연구 결과는 글로벌 시장에서의 위상 및 역할이 증가하고 있는 한국 기업의 해외자회사들이 현지 이해관계자 및 제도 특성은 물론 역량과 전략방향을 고려하여 현지에서의 지속가능 경영 관점에서 CSR 활동의 정책방향을 수립하고 세부 프로그램을 설계하는데 시사점을 제공할 것으로 기대된다.