자녀는 부모 삶과 적응의 핵심적인 요소다. 그동안 많은 연구를 통해 사회적 관계가 행복에서 차지하는 중요성이 밝혀진 바 있지만, 부모-자녀 관계는 상대적으로 큰 관심을 받지 못했다. 이에 본 연구는 기혼자를 대상으로 이들의 자녀 관계 만족도와 주관적 안녕감에 초점을 맞추고, 이 둘 간의 관련성이 양육 동기에 따라 어떻게 달라지는지 살펴보고자 하였다. 특정 영역에서의 성취나 긍정적 경험으로 인한 심리적 혜택이 해당 영역에 부여된 중요성에 좌우된다는 선행 문헌들을 고려했을 때, 자녀와의 만족스러운 관계는 높은 양육 동기를 가진 부모의 주관적 안녕감을 더 강하게 예측할 것으로 예상된다. 본 가설을 알아보기 위해 총 2개의 연구를 실시하였다. 연구 결과, 예상대로 자녀와의 관계 만족도와 주관적 안녕감 간 정적 상관은 양육 동기가 높은 개인에게서 더 크게 나타났다. 이러한 양육 동기의 조절 효과는 한국인(연구 1)과 미국인(연구 2) 모두에게서 일관되게 관찰되었으며, 문화에 따른 차이는 나타나지 않았다. 부모나 자녀의 성별, 나이 등을 통제하고서도 유효했으며, 특히 주관적 안녕감의 하위 요인 중 부정 정서에서 두드러지는 경향이 있었다.

메타버스는 탐험, 사회적 상호 작용, 창의적 표현이 가능한 오픈 월드를 특성으로 하며, 대표적인 메타버스 플랫폼인 로블록스는 십대에게 다양한 게임을 제공하고 있다. 십대 청소년은 엔터테인먼트뿐만 아니라 커뮤 니케이션, 가상 구매, 일탈을 위해 게임에 참여한다. 이에 따라 십대 유저와 아바타 간의 관계를 연구는 계속 되었다. 본 연구는 러시아 십대 유저를 대상으로 로블록스 플레이어의 게임 동기와 아바타의 동기화 사이의 연관성을 조사한다. 본 논문을 위해 러시아 십대 청소년 133명을 대상으로 게임 동기와 아바타 동기화 부문 에 대한 20개의 문항으로 구성된 온라인 설문조사를 실시했다. 그 결과 게임 동기와 아바타 동기화 사이에 상관관계가 나타났다. 일례로 일탈을 위해 로블록스를 하는 유저는 아바타를 자신(아바타-나)과 같다고 인식 하는 것으로 나타났으며, 사회적 동기를 갖고 로블록스를 즐기는 유저는 아바타를 하나의 도구로 인식하는 것으로 나타났다. 아바타를 '나'로 인식하는 것은 모든 게임 동기와 상관관계가 있는 것으로 나타났다. 또한 본 논문의 연구 결과는 아바타의 외형이 아바타 동기화와 높은 관련이 있다는 것을 보여주었다. 유저가 아바 타를 어떻게 인식하는 지를 이해하는 것은 메타버스 내에서 보다 안전하고 사용자 친화적인 온라인 환경을 조성하고 더 많은 플레이어를 끌어들이는 데 있어서 매우 중요한 요소임을 확인하였다.

비건 화장품 시장이 급성장하는 가운데, 소비자의 환경 및 윤리적 가치 지향이 강화되고 있지 만, 이에 관한 연구는 제한적이다. 본 연구는 비건 화장품의 구매의도에 영향을 주는 소비자의 가치 인식과 환경 동기, 그리고 지각된 장벽 간의 관계를 분석하였다. 300명의 비건화장품 사용 경험이 있는 여성을 대 상으로 PLS-SEM 분석을 진행한 결과, 금전적 가치, 사회적 가치, 브랜드 가치, 감정적 가치, 품질 가치, 그리고 환경 지식이 구매의도에 큰 영향을 주는 것으로 확인되었다. 조절 효과 분석에서는 이미지 장벽과 가치 장벽이 중요한 요인으로 나타났다. 중요도-성능 지도 분석을 통해, 감정적 가치가 비건 화장품의 구 매의도를 강화하는 전략적 결정에 중요한 핵심 요인으로 드러났다. 본 연구는 비건 화장품 시장의 경쟁력 강화와 지속 가능한 소비 태도 활성화에 대한 이론적 및 실무적 기여를 제공한다.

Tourists tend to conform to the majority in their purchase decisions to avoid negative outcomes. Therefore, newly developed yet unpopular tourism destinations are facing difficulty of promotion. On the basis of evolutionary psychology, this study aims to provide a technique of selling unpopular tourism destinations based on tourists’ mating motive, as implied by evolutionary psychology. Many studies have focused on situations when people conform to the majority, whereas a few studies have indicated that individuals also deliberately follow the minority in purchase decisions (Chan et al., 2012; Wang et al., 2012). Research indicates that individuals tend to showcase unique products to attract mates (Chen et al., 2022; Durante & Griskevicius, 2016). Tourists’ mating motive may be activated when their travel decisions are related to mating success. This study hypothesizes that to display differentiation, tourists with activated mating motives are more likely to choose minority-endorsed (vs. majority-endorsed) tourism destinations. Moreover, to verify the evolutionary explanation of tourists’ preference for minority-endorsed destinations, the current study also tests the mediation effect of uniqueness seeking, which has been regarded as a consequence of mating motive and an antecedent of individuals’ disconformity to the majority (Griskevicius, Cialdini, et al., 2006; Imhoff & Erb, 2009). Based on a scenario-based experiment, this study identified the effect of mating motive on tourists’ preference for minority-endorsed tourism destinations. First, tourists’ mating motives positively influence their preference for minority-endorsed tourism destinations. Second, tourists’ uniqueness seeking fully mediates the effect of mating motive on preference for minority-endorsed tourism destinations. The findings inform the tourism industry an effective way to promote unpopular destinations. Tourists are inclined to follow the choice or opinions of others, particularly when tourists are highly uncertain about their decision outcomes. Therefore, tourism marketers usually utilize social clues in their promotion messages such as “popular choice” and “best sellers.” However, newly developed tourism products that lack awareness, though providing high-quality experience, are facing tremendous difficulty of selling. The current study suggests that the less popular destinations can be rebranded and promoted to target romantically motivated tourists.

Social media influencers are becoming increasingly important to the advertising world. As individuals who use their extensive following to endorse products, create trends and ultimately drive purchase intentions, influencers are often seen as role models, especially as pertains to body image. As such, we conduct experimental research to examine how influencer size (0 vs. 14) affects attractiveness perceptions, perfectionist expectations, and purchase intentions. Drawing on self-determination theory we find that perfectionism toward others is the underlying mechanism for the effects of motivation and size. Societal and managerial implications are discussed.

다국적기업의 쉐어드 서비스 센터가 인적자원관리 서비스를 전 세계 법인에 제공하는데 있어 중 요한 매개체가 되고 있다. 쉐어드 서비스 센터 설립을 위한 가장 중요한 의사결정이 입지 선정이며, 이는 쉐어드 서비스 센터의 설립 동기를 이해하기 위해서는 필수적이라 할 수 있다. 그러나 이와 관련된 연구는 매우 부족한 상황이다. 이에 본 연구는 행동적 관점에서 입지 선정의 동기 중에서 비용절감과 서비스 품질 외에 본사의 쉐어드 서비스 센터 통제 동기에 초점을 맞추었다. 북미, 유 럽, 아시아에 소재하는 6개의 다국적기업 사례연구 결과, 본국과 센터가 위치한 국가와의 언어의 유사성, 본사와 센터와의 지리적 근접성 및 본사와 센터와의 시차가 본사 통제의 세부 요인으로 파 악되었다. 종합하면, 본 연구는 다국적기업이 쉐어드 서비스 센터를 관리함에 있어 본사의 통제 동 기의 중요성을 강조함으로써 쉐어드 서비스 센터의 본질에 대한 새로운 통찰을 제공한 점에서 의의 를 찾을 수 있다.

본 연구는 서울시의 강남구, 서초구, 송파구에 소재하고 있는 반일제 이상 교육기관(일명 영어유치원)에 다니는 유아 의 부모를 대상으로, 유아 사교육 수요동기 및 인식, 주거환경 및 사회경제적지위에 대한 인식을 알아보고, 이러한 요인 들이 사교육 참여 개수 및 비용에 미치는 영향을 알아보는 것을 목적으로 하였다. 이를 통해 학부모가 자녀 사교육과 관 련된 요인을 다면적으로 검토하고, 인식을 전환함으로써 과열된 유아 사교육이 완화되는 방안을 모색하였다. 이를 위해 학부모 396명을 대상으로 설문자료를 수집하였으며, IBM SPSS statistics 20 프로그램을 활용하여 자료를 분석하였다. 본 연구의 주요결과는 다음과 같다. 첫째, 학부모의 사교육 수요동기는 자녀의 인적자본을 축적하기 위해, 자녀를 잘 키우고 자, 자녀가 좀 더 나은 졸업장을 획득하게 하고자, 남들이 사교육을 받기 때문에, 자녀가 경쟁우위를 점하게 하고자 하는 순서로 분석되었다. 학부모의 사교육에 대한 인식은 기대감이 높은 반면, 부담감과 의존도는 상대적으로 낮고, 주거환경 보다 사회경제적지위에 대한 인식이 높은 것으로 나타났다. 둘째, 사교육 참여 개수는 자녀를 적게 낳는 만큼 잘 키우고 싶은 마음이 클수록, 부모의 학력과 소득이 높을수록, 자녀의 연령이 올라갈수록 많았다. 사교육비용은 자녀의 인적자본 을 축적하고 싶은 마음이 높을수록, 주거환경이 사교육에 노출되어 있고, 부모의 소득수준과 사교육경험이 있을수록, 자 녀의 연령이 높을수록, 부모가 해외거주 경험이 없을수록 높은 것으로 나타났다. 셋째, 사교육 수요동기 및 사교육 인식 과 사교육비용 간의 관계에서 주거환경 및 사회경제적지위 인식은 매개효과가 있는 것으로 나타났다.

Collaborative apparel consumption is proposed as more sustainable alternative to conven-tional consumption. The purpose of this study is the exploration of consumers’ motives to participate in collaborative apparel consumption. Findings suggest that consumers’ inten-tion to participate in collaborative apparel consumption is mainly influenced by financial benefits, convenience and sustainability awareness.

As blogs continue to grow in importance, they have quickly become one of the largest and most established forms of non-traditional media (Onishi and Manchanda, 2012; Stephen and Galak, 2012). Due to this popularity, brands are striving to connect to consumers through the blogosphere. One of the most popular approaches is incentivization, whereby the brand incentivizes the blogger to write a review of a given product (Uribe, Buzeta and Velásquez, 2016; Hwang and Jeong, 2016). However, incentivization may pose significant risks for bloggers, who are perceived to be independent from corporate interests and a credible source of information. We employed three experimental studies to show that intrinsic, as compared to extrinsic, incentivization acceptance motives mitigate the negative effect of positive incentivized reviews on perceived independence, credibility and ultimately, blog loyalty. In our final experiment, we find that that followers who are attached to a blog are more likely to continue to browse, revisit and recommend the blog, regardless of incentivization acceptance motives.

Shopping cart abandonment of the online shopping process is a major challenge for firms. It describes the phenomenon that a potential customer starts a check out process for an online order but drops out of the process before completing the purchase. On average, 650 out of 1,000 customers do not convert (Baymard Institute 2017), which highlights the managerial relevance and impact of this phenomenon for online firms. Since shopping cart abandonment directly affects an online firm’s sales and revenue, researchers and practitioners likewise are interested in understanding why people leave a website without completing the shopping process and, more importantly, how to reduce online shopping cart abandonment. However, to date, research on these questions is scarce (e.g., Kukar-Kinney and Close 2010) and firms lack guidance how to deal with online shopping cart abandonment. The goal of this study is to investigate effective countermeasures that firms can use to reduce and prevent the likelihood of abandonment and thereby to increase the likelihood of a conversion. We conducted a field experiment in cooperation with a German accessories online retailer over three weeks (n = 8,467 shopping carts) and tested the effectiveness of a reminder pop-up window with a 10% discount vs. a reminder pop-up window without a discount vs. a control group. All online store visitors within the period were randomly assigned to one of three groups once they have put an item in the shopping cart. The pop-up windows appeared once they were about to click on the exit button. Our results indicate that a reminder pop-up window with a 10% discount significantly increases the conversion rate on the website compared to the control group, leading to an increase in revenue of approximately € 5,000. In contrast, a reminder pop up window a discount does not seem to reduce shopping cart abandonment. Further, we will investigate how this campaign affects the retailer’s overall profitability. In addition, using a laboratory experiment (n = 1,041) we replicated and extended our insights on effective countermeasures for shopping cart abandonment. People seem to be more likely to convert when there is a guest checkout option available. In sum, our research has important implications for researchers and online firms how to deal with online shopping cart abandonment.

Socialization agents are an important aspect of a consumer's tool set for determining how they interact with the market environment. These agents are traditionally thought to be members of one's family, peers, and mass media (Bush, Smith, and Martin 1999; John 1999). Research as shown how socialization agents play an important role in marketing research and how they affect attitude formation (Shin, Ross, and Moon, 2015) and brand/store switching behaviors (Shin, Park, and Ross, 2012). Culture defines social norms and forms what are acceptable or even desirable consumption goods within a society (Kaltcheva and Weitz, 2006). Through this definition, one can assume that culture likely has significant influences on a consumer’s shopping motives. Previous researches have attempted to divide culture into dimensions of vertical/horizontal and collectivism/individualism; where vertical individualism is made up of individuals who attempt to stand out from others in their uniqueness via competitive natures, a focus on success and achievements, and acquisition of power; horizontal individualism consists of individuals who tend to shun successful people as boasters and consider values of modesty respectable while retaining their individuality and personal goals apart from comparing to others around them; vertical collectivists are those who recognize a hierarchal form of society and seek to maintain the consistency of traditional authority structures within it; and horizontal collectivists hold views less related to hierarchal recognition and more related to values of equal cooperation with an honest and direct demeanor (Shavitt, Lalwani, Zhang, and Torelli, 2006; Kurman and Sriram, 2002; Triandris and Gelfland, 1998). However, the operational items utilized in research surveys, while successful in the west, such as in the U.S., have struggled to stand out and show significance in the Korean society. This research attempts to provide more useful survey items that embrace each aspect of culture type more clearly in order to reach levels of significance and distinction that are sorely needed in this field. In South Korea, which is thought to be a predominantly collectivist culture (Hofstede, 2001; Rhee, Uleman, and Lee, 1996), a study of discount shoppers found they are inclined to shop for the purpose of socialization either because they enjoy being in a crowd or to compare their current social status level with other shoppers in the same store (Jin and Kim, 2003). Collectivist consumers tend to shop with others among their social circles and spend more time shopping (Ackerman and Tellis, 2001). Consumers that spend more time shopping are more proactive in obtaining information while they are shopping (Bellenger and Korgaonkar, 1980). Risk averse shoppers attempt to increase their market knowledge (Mano and Elliott, 1997), and collectivists are thought to be more risk averse and attempt to avoid risk through various methods, such as price signaling (Shannon and Mandhachitara, 2008). In China, a largely collectivist society, consumers are quite price conscious and focused on thrifty spending habits (Kim, Forsythe, Gu, and Moon, 2002; Zhang, 2001; Weidenbaum, 1996), and they are more likely to engage in obtaining product information during shopping ventures than their individualist American counterparts (Ackerman and Tellis, 2001). Jin and Kim (2003) suggested that Korean shoppers are socially motivated to shop in order to compare their levels of accomplishments with other shoppers in the same venues. This falls in line with a competitive nature distinct in vertical culture types. Verticality in culture values is related to competition and moving up the social latter, while horizontal cultural values denote a more cooperative and passive stance on standing out (Triandis and Gelfand, 1998). It seems logical to assume that vertical culture values tend toward more hedonistic values rather than utilitarian. Utilitarian shoppers are more concerned about price competitiveness and convenience when shopping (Jin and Kim, 2003), implying that individuals of a horizontal cultural nature are more concerned with price comparison and the places that conveniently provide them with information needed to make purchase decisions in the store rather than through external information search, such as through social interactions. When shoppers lack socialization agents or collective cultures to help them make purchase decisions, they must turn to the stores themselves for assistance and information acquisition. Studies have shown that a lack of social interaction creates feelings of loneliness in elderly shoppers, whom will then turn to various mall shopping motivations, such as service consumption and diversion, in order to alleviate their loneliness (Kim, Kang, and Kim, 2005). This suggests that the shopping motivation to interact with service personnel in stores acts as a substitute for situations where socialization agents are lacking. Shopping malls have been shown to be help mitigate feelings of social isolation and emotional disconnect from society (Forman and Sriram, 1991; Mochis, 1996; Kang and Ridgway, 1996). As collectivists tend to highly desire social interactions for a variety of reasons, it is quite likely that such interactions will be a driving factor for their motivation to shop, especially when they lack the appropriate socialization agents that will provide the means to give such interactions outside of the market. Customer satisfaction leads customers to stronger emotional attachments to the stores they are satisfied with, implying that individuals form social bonds with the stores themselves; and this, in turn, increases the likelihood of these individuals becoming regular patrons (Shin and Park, 2014). There are a variety of shopping motives that have been used for studies in previous researches. In this research, we take a look at the motivations of social interaction (Tauber, 1972), information seeking (Bellenger and Korgaonkar, 1980), and price comparison (Groeppel-Klein, Thelen, and Antretter, 1999), and how they are affected by socialization agents, both personal and non-personal, as well as culture type and how they influence an individual's likelihood of emotional attachment to stores.

Consumers around the world are increasingly categorized by parallel needs and similar longings which lead to an ever-more homogeneous global market (Chan, Li, Diehl & Terlutter, 2007; van Ittersum & Wong, 2010). The acceleration of global consumer assemblies has concurred with the occurrence and upsurge of global citizens and consumer cultures (Gao, Mittal & Zhang, 2015). Yet, many researchers still claim that cultural differences have to be considered to grasp buying customs of global (fashion) consumers (Tahmid, 2012). The rationale of this paper is to balance out this research gap and to contribute to the current debate of global vs. local (Cleveland, Papadopoulos & Laroche, 2011; Askegaard, Arnould & Kjelgaard, 2005; Arnett, 2002) fashion consumer lifestyle segments with joint or divergent dominant apparel purchase motivations. Motivational factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). In the main, Sproles & Kendall´s consumer characteristics approach (1986) provided the conceptual foundation of the present study of fashion consumption motivations (fashion referred to as apparel & clothing), partially modified to suit the peculiarities that mold fashion consumption. The total of 23 motivations is made up of 15 multi-item scales and 8 single items that complement the fashion-specific range of motivational drivers. Especially referring to fashion purchase motivations, countries like Germany and Austria (despite their prosperous market economies) have so far been markedly neglected and even for France, although universally recognized as the leading country for fashion, in-depth research on motivational parameters shaping individual shopping activities is scarce. Likewise, investigations on American (a nation with intense spending capacity) fashion purchase motivations are extremely seldom. The objective of this paper is threefold and expressed through the following three research questions: (1) What are important lifestyle cluster characterized by central fashion motivations? (2) Can representatives for each cluster be found in all countries? (3) Are there country specific differences which point to either global or local fashion consumer segments? The predefined set of fashion consumption motivations was put to test via an online quantitative consumer survey. The questionnaire was delineated in three languages, using a translation-back translation procedure and was thoroughly pre-tested. Altogether, 693 non-student individuals (482 females, 211 males; from 18 to 87 years of age) participated in the survey, equally distributed across countries, ages and gender among the four nations (despite the fact that quota sampling was used). Subjects were asked to evaluate the total of 23 fashion consumption motivations on a 7-point Likert scale. A factor analysis was conducted for each of the established multi-item scales (with a CA value of mostly above .70). Measurement Invariance (Steenkamp & Baumgartner 1998) across the four countries was assessed. Subsequently, a cluster analysis was carried out using the Ward algorithm, incorporating all 23 fashion consumption motivations to acquire a more detailed description of the consumer segments. Five consumer clusters were extracted through Elbow criteria: (1) pragmatic, socially-conscious, brand loyals (n= 195), (2) sustainable fashion shoppers (n=127), (3) detached fashion disinterested (n=128), (4) passionate, luxury-status fashion-leaders (n= 107), and (5) experiential fashion adventure-seekers (n=136). Country-wise, significant differences are manifested between the consumer segments, X²(12, 693) = 69.12, p=.000. Findings portend that consumers in all research countries can be allocated to one of the five clusters. This condition leads to the clear presumption that global consumer fashion consumer segments do exist. Nonetheless, some national divergences become evident. Particularly if a fashion brand or company intends to address a target group affiliating to the consumer cluster 1: pragmatic, socially-conscious, brand loyals, cluster 2: sustainable fashion shoppers or cluster 3: experiential fashion adventure-seekers, national differences need to be taken into consideration. Markedly, a pragmatic positioning appears to be most auspicious to target American and also French consumers whereas a sustainability and ethnocentric orientation seems to be substantially promising to reach German and also Austrian consumers, demonstrating that a complete standardization of a fashion firm´s positioning through the transnational appeal of dominant consumption motivations seems not yet to be advisable. Further implications, limitations and directions for future research are available upon request and will be addressed more thoroughly at the conference.

This study aimed to analyze beverage usage motives according to selection attributes of beverage shops. Questionnaires were completed by 509 persons living in the Seoul, Gyeonggido area. The results show significant differences by gender, age, and monthly income. Female customers stayed longer and spent more money than males. Younger customers (20’s, 30’s) stayed longer and visited beverage shops to meet friends. Those with higher incomes stayed shorter and visited beverage shop with company staff. In the factor analysis of selection attributes of beverage shops, there were four factors: ‘physical environment’, ‘economic benefit’, ‘specialized service’, and ‘approach convenience’. Two clusters, derived from selected attributes of beverage shops, were ‘highly involved group’ and ‘low involved group’. The ‘highly involved group’ was high income and highly educated, whereas the ‘low involved group’ was low income and low educated. ‘The highly involved group’ drank beverages in the office and school while the ‘low involved group’ drank beverages at home. The ‘highly involved group’ cited safety, comfort, pleasure, and happiness more than the ‘low involved group’ at beverage shops. Beverage shops should develop health beverages such as caffeine or sugar-controlled beverage for ‘the highly involved group’. Discounts for take-out beverages and promotional coupons should be used for the ‘low involved group’.

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product informationconscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/ relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

Communicating corporate social responsibility (CSR) has become increasingly important for the success of organizations (Coombs and Holladay, 2012; McWilliams and Siegel, 2001). Several studies have focused on consumer responses to CSR and found that positive evaluations of CSR initiatives led to greater loyalty to both companies and their brands and to more positive behaviors toward companies (Dhanesh, 2015; Glavas and Godwin, 2013; Sen and Bhattacharya, 2001). Therefore, the effective communication of these CSR initiatives appears to be important (Eberle, et al., 2013; Lee et al., 2013). However, research on how consumers perceive a company’s communication of specific CSR motives in relation to its corporate reputation is scarce (De Vries et al., 2013). The current study aimed to investigate the role that communicating CSR motives plays in someone’s perception of a company. To investigate the role of intrinsic and extrinsic motives in explaining consumer-company identification, scepticism and reputation, we conducted two online consumer survey studies. In Study 1 (N=178), we used a well-known personal care product (PCP). In Study 2 (N=220), in the context of a large worldwide furniture retailer, we tried to replicate the findings of Study 1. In contrast to Study 1, we now added situational scepticism. The results of the current study show that the positive relationship between intrinsic CSR motives and company evaluations were replicated from previous studies. In this relationship consumer-company identification and scepticism play a mediating role. However this role seems to be different for positive versus negative attributions. The negative relationship between extrinsic CSR motives and company evaluations seems to be more ambiguous. Suggestions are made for a more meta-analytical approach to distinct consumers’ perceptions on a company’s CSR motives.

The sport industry is now operated on a global scale. With the aid of information technology, fans are now able to access sport products regardless of geographical proximity. In contrast to the overwhelming predisposition toward the local fan in sport fandom studies, in this article we study the distant fan as a unique focal object. The whole study is guided by following questions: RQ1: What motives drive a distant fan’s involvement with their favorite NBA team? RQ2: Are there differences in the motives associated with the different stages of psychological connection? RQ3: Are there differences in the amount of media consumption at the different stages of psychological connection? In the current study we utilize the Psychological Continuum Model (PCM) (Funk & James, 2001; 2006) to investigate the psychological connection of distant fans to a focal sports team. The model posits that the developmental progression is mediated by combined efforts of both sociological and psychological factors which are segmented into four hierarchical stages: awareness, attraction, attachment and allegiance. By identifying underlying influential factors in different stages, the PCM provides a theoretical basis for the exploration of the distant fan’s incremental psychological connection with the team. In this study we assess the strength of connection for the distant fan who only consumes a mediated form of the focal product, and attempt to identify motives driving each level of connection. An online survey was distributed to a Chinese sports message board to assess the motives of distant fans (N=281) following teams in the National Basketball Association (NBA), and strength of psychological connection to the NBA, based on the Psychological Continuum Model (PCM).There were significant differences in the motives for following a distant team among the respondents at different stages of psychological connection. Significant differences were also found among distant fans at the respective stages regarding media consumption. This study contributes to the advanced knowledge of the distant fan. By utilizing the PCM, it allows for the segmentation of a specific fan population and differentiates the motives and behaviors associated with different stages of an individual’s psychologicalconnection with a team. A conceptual framework is also provided to identify factors driving formation and progression of psychological connection with a distant team.

ISO 9001, quality management system, is widely known as advancing internal efficiency and productivity in various industry. As a result, the number of companies that have adopted ISO 9001’s certification have been increasing continuously year by year since ISO 9000’ family standard was published in 1987s. This fact shows that a lot of businesses are trying to get the accreditation for improving the competitiveness of quality. The purpose of this study is to present that ISO 9001’s certification motives affect to the requirement’s implementation and show that the execution of requirements influences on management performance in the small manufacturer. In order to carry out this research, we obtained 96 survey sheets and inspected twenty assumptions based on the reliability, validity of the questionnaires. The results of regression analysis are summarized as follows; First, the factors of certification motive influence on the requirement’s implementation except resources management. Second, the two elements of ISO 9001 requirement, resources management and product realization, have an important effect on the operational performance and financial performance considerably in the companies that choose the internal motive. Finally, the two requisites of ISO 9001 requirement, resources management and measurement, analysis and improvement, affect to the operational performance and financial performance significantly in the businesses that select the external motive. Based on the results, the companies that choose the internal motive have a good performance to execute the ISO 9001 requirements. Also, to implement the requirements of ISO 9001 is helpful for the companies to produce the operational and financial performance.

Park, Yong-han. 2015. “A Study on the occurrence motives and Socio-cultural Implications of Military-humor Texts”. The Sociolinguistic Journal of Korea 23(3). 113~ 145. Humor can be the main subject of sociolinguistic research since it indirectly reflects how people, who actually produce and enjoy humor, think about the main issues of their community. The military employs many forms of humor within its organization to relieve tensions in communication. As humor helps people to resolve the anxieties and rigid thoughts and become more flexible, various contents and forms of humor are produced and circulated within the military. With the subject of military-humor text consisting of contents relating to military society, this research looks into the motivation of humors that were produced and enjoyed as a narrative by current and previous military personnels and also the socio-cultural implication reflected in that humor text. Through this research we were able to verify various traits of the military using linguistical approaches. While military-humor texts do indirectly disclose the negative aspects of society, protects one's self-confidence and resolves repressed desires, it is also produced and enjoyed by a number of people simply for entertainment. These military-humor texts also include socio-cultural implications such as double perceptions towards military service, rank-orientedness, authoritarianism, de-individuation, isolationism, formalism, and thinking rigidity. I hope the results of this research is found useful in analyzing the socio-cultural characteristics of the military.