본 연구는 관계마케팅이 교육서비스 품질과 학습자의 관계몰입에 미치는 영향을 알아보고, 미 용학원 경영전략 수립을 위한 기초 자료 제공 및 미용학원 교육산업 성장과 활성화에 도움이 되고자 연구 를 진행하였다. 이를 위해 영남지역의 미용학원 학습자를 대상으로 설문조사를 실시하여 최종 503부를 분 석하여 사용하였다. 연구 결과는 다음과 같다. 일반적 특성에 따른 관계마케팅, 교육서비스 품질, 학습자 관계몰입에서는 각 요인에 따라 차이가 나타났다. 둘째, 관계마케팅이 교육서비스 품질에 유의한 영향을 미치는 것으로 나타났다. 셋째, 관계마케팅이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 넷째, 교육서비스 품질이 학습자 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과는 미용 학원이 경영전략을 수립하고 미용학원 산업의 성장을 도모하는데 필요한 기초 자료로 활용될 수 있을 것으 로 기대된다.

The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

본 연구목적은 청소년의 인권인식에 미치는 의사결정시 부모태도, 학 교생활만족도, 자아존중감 변인 간의 구조적 영향관계를 확인하는 것이 다. 한국청소년정책연구원에서 시행한 「아동·청소년 인권실태조사」의 2020년 청소년인 고등학생 2,994명을 연구대상자로 선정하였다. Stata 16을 활용하여 빈도분석, 기술통계, 상관관계분석, 구조방정식 모델 분석 을 수행하였다. 첫째, 청소년의 의사결정시 부모태도는 자아존중감과 인 권인식에 유의한 정적인 영향을 주었다. 둘째, 학교생활만족도는 자아존 중감과 인권인식에 정적인 영향을 미쳤다. 셋째, 자아존중감은 인권인식 에 유의한 정적인 영향을 미치는 것으로 확인되었다. 넷째, 의사결정시 부모태도는 자아존중감을 부분매개로 하여 인권인식에 정적인 영향을 주 었고, 학교생활만족도는 자아존중감을 부분매개로 하여 인권인식에 정적 인 영향을 나타내었다. 본 연구는 청소년의 인권인식 증진을 위해서 교 육적 경험 측면에서 청소년들에게 무엇이 필요하고 어떠한 제도가 교육 현장에서 시행 및 개선되어야 하는지 고민 및 논의하였다는 관점에서 의 미가 있다고 사료된다.

6·25전쟁 시 패퇴하던 북한군에게 있어 중국인민지원군의 지원은 절 대적이었다. 그러나 중국인민지원군은 조중연합사를 구성하여 조선인민 군을 통제하였고 김일성은 추락한 위상을 만회하고 군권을 장악하고자 조중연합사와 협력하고 갈등하며 북한군의 독자적인 군사전략 발전의 필 요성을 느꼈다. 따라서 본 논문은 북한의 주체적인 군사전략이 6·25전쟁 시 조중의 협력과 갈등의 결과로 창출된 것임을 제시하는 것을 목적으로 한다. 이를 위해 조중연합사 운용 간 조중이 협력한 사항과 갈등을 빚은 내용을 분석하고, 6·25전쟁 이후 조중의 협력과 갈등이 북한의 주체적 군사전략 발전에 미친 영향을 분석하였다. 연구 결과 6·25전쟁 중 조중 연합사 운용 간 조중의 협력과 갈등은 김일성으로 하여금 주체적인 군사 전략의 필요성을 인식하게 하였고, 김일성은 자위적 안보에 초점을 둔 배합전략과 속전속결전략의 군사전략을 채택하는 계기가 되었음을 확인 할 수 있었다. 또한 이와 같은 군사전략은 국제적 안보환경과 북한의 핵 무력 완성 등에 따라 다소 유동적일 수는 있어도 김일성 주체사상에 기 초한 배합전략과 속전속결전략은 변함없이 이어질 것으로 예견해 볼 수 있다. 이에 대한 대비가 요구되고 있다.

Purpose: This study was conducted to understand the ethical climate, nursing practice environment, and ethical sensitivity of hospital nurses, and to investigate the influence of the ethical environment and nursing practice environment on ethical sensitivity. Methods: The subjects of the study were 137 nurses with at least one year of work experience. Date collection was conducted from July to August 2021, using the IBM SPSS Statistics 26.0 for Windows program(IBM Corp. Armont, NY, USA), the frequency and percentage, mean and standard deviation and Independent t-test, one-way ANOVA, Pearson’s correlation, Multiple regression analysis. Results: As a result of the study, the ethical sensitivity of hospital nurses showed statistically significant differences according to age, marital status, position, and ethical educational experience. Ethical sensitivity was found to have a significant positive correlation between all sub-factors of the ethical environment and all sub-factors of the nursing practice environment. Among the sub-factors of the ethical environment, the factor influencing ethical sensitivity in this study is ‘relationship with peers (β=.20, p=.034) ’ and ‘relationship with manager (β=.24, p=.023) and the explanatory power was 42.0%, which was statistically significant (F=8.26, p<.001). Conclusion: This study confirmed that ‘relationship with peers’ and ‘relationship with managers’ influence ethical sensitivity among ethical environments. Therefore, it will be necessary to form a positive relationship between peers and managers to improve the ethical sensitivity of hospital nurses.

The influence of specimen geometry and notch on the hydrogen embrittlement of an SA372 steel for pressure vessels was investigated in this study. A slow strain-rate tensile (SSRT) test after the electrochemical hydrogen charging method was conducted on four types of tensile specimens with different directions, shapes (plate, round), and notches. The plate-type specimen showed a significant decrease in hydrogen embrittlement resistance owing to its large surface-to-volume ratio, compared to the round-type specimen. It is well established that most of the hydrogen distributes over the specimen surface when it is electrochemically charged. For the round-type specimens, the notched specimen showed increased hydrogen susceptibility compared with the unnotched one. A notch causes stress concentration and thus generates lots of dislocations in the locally deformed regions during the SSRT test. The solute hydrogen weakens the interactions between these dislocations by promoting the shielding effect of stress fields, which is called hydrogen-enhanced localized plasticity mechanisms. These results provide crucial insights into the relationship between specimen geometry and hydrogen embrittlement resistance.

Humans turn to other humans for decision making. They don’t know how the algorithm operates but they understand how a human mind operates. Ergo, they would be more likely to follow a human’s recommendation.

Innovative payment methods, such as Bitcoin, may exhibit effects on consumer behavior besides known pain of paying effects. This study sheds light on spillover effects of innovative payment methods by giving evidence for an increase of consumers’ purchase intention caused by payment method innovativeness and mediated by perceived store innovativeness.

Digitalization and the emergence of online video platforms changed the way people communicate and made new marketing opportunities. As mobile short-form video has unique characteristics, more people tend to consume and produce diverse content in the digital environment. The purpose of this study aims to better understand the influence of short-form videos from a fashion marketing standpoint and delineate the driving factors through story types. Specifically, by adopting common traits of short-form video content and story types based on Greimas’ narrative theory, this study explores customers’ intention toward fashion purchases and electronic word of mouth. In this context, this paper contributes to activating short-form video content as a tool to promote fashion brands and products but also opening up the possibility to further study short-form videos.

In order to communicate brand concepts and values to the young generations, many brands are highly active on social media platforms such as Twitter, Facebook, and Instagram. Brand-Generated Content has already become the most common marketing strategy for fashion brands and plays a significant role in influencing consumers’ purchase intention. With increased competition on social media platforms, companies need to understand which posting features can bring in more consumer engagements such as number of likes and comments on social media platforms. In this paper, we develop (1) a model to predict the number of likes and (2) a methodology to detect anomaly of posts that have unusually high percentage of negative user comments based on Instagram design variables, including semantic text meanings, facial expressions, color scheme and background of photos, and post timing, among others. We collected a data set of brand-generated Instagram posts from ten fashion brands. The data covers the image, text, and user comments posted between 2019 and 2020. Image features were extracted using Convolutional Neural Network, and text topics were generated through Latent Dirichlet Allocation. Our results will help managers design Instagram posts to increase consumer engagement and to reduce negative consumer reactions.

With the increasing popularity and attention towards virtual stores, the present study examines how consumers' perception of spatial and human crowdedness affects consumers' behavioral and attitudinal intention to shop at the virtual store through positive emotional arousals. Using two between-subject experiments (crowdedness: low spatial x high; low human x high), 171 participants were randomly assigned to each condition. The results demonstrated highly crowded virtual space with more merchandise creates a consumer’s positive emotional arousal, which leads to a positive attitude and satisfaction. Further, consumers perceive positive social crowdedness (i.e., when other shoppers are present) develops excitement among consumers who may entice positive attitude and satisfaction. Findings suggest that retailers should develop stimulating virtual stores.

With the evolution of Artificial intelligence (AI), emotional artificial intelligence service agents (AISA) have become common in service industry. However, how artificial empathy of AISA contributes to customer acceptance remains an open question. This study draws on Anthropomorphism Theory and Customer AI Experience Theory to examine whether and how artificial empathy has influence on customer acceptance of AISA. Evidence from three experiments (N=1057) designed by the Experimental vignette method (EVM) shows that: (1) artificial empathy including perspective-taking, empathic concern and emotional contagion has a positive impact on customer acceptance of AISA (study 1); (2) customer AI experience (emotional experience quality, social experience activation and social experience quality) mediates the relationship between artificial empathy and customer acceptance of AISA (study 2); (3) artificial empathy for hedonic (vs. utilitarian) services leads to a stronger effect on customer acceptance of AISA (study 3). This paper enriches our understanding of artificial empathy and provides practical guidance for practitioners strategically managing AISA services in AI-enabled marketing interactions.

The purpose of this study is to examine how similarities between product designs manifest themselves in various aspects and how these influences purchasing and usage behavior. Product design similarity evokes positive images, such as a sense of security and familiarity, as well as negative images, such as mimicry and copying. For example, if you have just transferred to another school and your uniform does not match everyone else's, you might feel alienated. On the other hand, in parks and on street corners, wearing the same clothes and belongings can lead to an awkward moment. In the realm of psychology, the former is called the bandwagon effect and the latter is the snob effect. In contrast to the snob effect, which emphasizes scarcity, the bandwagon effect can create fads and hits. People experience both of these emotions, and it is said that using them appropriately and combining them leads to an effective marketing strategy.

The rapid advancement of technology has created unprecedented opportunities for brands to engage with their existing and potential consumers through digitally enriched products. One such technology that enables the digital enrichment of analog products is augmented reality (AR). Through AR, consumers are able to directly interact with brands, for example, by scanning a product to unlock animated digital content that prompts them to take reciprocal actions. Recognizing that technologies that fail to actively engage consumers may struggle to realize their full potential, our study incorporates consumer brand engagement as a key factor of investigation. Consumer engagement with the brand signifies a higher level of commitment and aids in building lasting and beneficial relationships, as well as enhancing brand knowledge, ultimately positively influencing consumer-based brand equity.

The economic harm and survival fear caused by environmental conflicts are most likely to become the psychological lever to drive individuals to adopt environmentally friendly behaviours. From the perspective of environmental conflict, this paper will explore the transmission mechanism of environmental conflict on individuals’ pro-environmental behaviour through three experiments.

The current research introduces a novel relationship between consumer attitudes toward time and consumer well-being, connected to organic food consumption based on the findings from 206 American consumers. Consumer motivations to seek nutritional information appears as a mediator impacting organic food purchase intentions. Practical and theoretical implications are discussed.

This research investigates the impact of specific emotions in electronic word-of-mouth (eWOM) on the monthly donations received by a non-profit organization (NPO). We employ the empathy-helping (empathy-altruism) hypothesis as a theoretical foundation, proposing that donation motivations should inform eWOM fundraising appeals. To do so, we analyzed 71,462 tweets about a charity from 23,430 users, categorizing them as either marketer-generated content (MGC) or user-generated content (UGC). To automatically detect six distinct emotions in the text, we utilized a transformer-transfer learning approach for emotion detection. This model was trained in a sequential manner, starting with self-reported emotions in over 3.6 million tweets and progressing to socially agreed-upon emotion datasets to mimic social-emotional development stages. Our findings revealed that emotions prompting empathy (such as sadness in MGC) and positive empathy (like joy in UGC) positively influence donation amounts in line with the empathy-helping hypothesis. We offer insights on how social media marketers can leverage these results to create and manage tweets that boost donations. This study contributes to marketing research and practice in three ways: (1) by being the first, to our knowledge, to examine the effect of specific emotions in eWOM on donation decisions, (2) by introducing a novel machine learning model capable of detecting emotions in large-scale eWOM, and (3) by providing actionable recommendations for NPOs to increase donations via emotionally driven social media messaging. As a result, marketing managers can more effectively use social media platforms to foster emotional connections between NPOs and donors.

The capability for Artificial Intelligence in the beauty industry is enormous, as customers are demanding increasingly customized offers that only these strategies can offer. However, there is still a scarcity of empirical research on customer experiences enabled by AI, which highlights this research's relevance, which we intend to bridge.

Religious tourism is one of the most important touristic segments globally. Yet, the cognitive and emotional processes shaping destination loyalty in this context, and the impacts of Augmented Reality (AR) technology were not fully investigated. This study takes a unique approach to examine how awe influences recommendation and revisiting intentions through the mediation of rational (e.g., authenticity) and affective (e.g., emotional) mechanisms. Furthermore, our research unveils the role of AR for reinforcing the future intentions of tourists towards a religious site.

Following a series of major breakthroughs in artificial intelligence (AI) technology, it is believed that the use of AI technology can fundamentally subvert many industries and business fields, one of which is marketing. For instance, AI is likely to become a key driver of how advertising and marketing activities are conducted (Qin and Jiang, 2019) and thus dramatically change marketing strategies and customer behaviors (Davenport et al., 2020).