This study analyzed the effects of fashion creators’ innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators’ real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers’ emotional and cognitive responses. Emotional and cognitive responses positively affected consumers’ sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

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.

본 연구는 조직문화가 점진적혁신에 미치는 효과와 두 변수간의 관계에서 창의성과 A형성격의 조절효과를 검증하고자 하였다. 서비스업에 종사하는 접점종업원 306명으로부터 받은 설문을 바탕으로 실증분석하였다. 분석 결과 조직문화의 구성요소 중 친화적문화와 진취적문환는 프로세스혁신, 운영혁신, 서비스혁신 모두에 대하여 긍정적 영향을 미치는 것으로 나타났으며, 보존적문화와 합리적문화는 영향을 미치지 않거나 매우 미미한 영향을 미치는 것으로 나타났다. 조절효과에

This paper reviewed the relationship between personal factors(creativity, outwarding, entrepreneurship) and incremental innovation, and the moderating effect of tenure in the domestic service enterprises. Based on the responses from 213 employees, the results of hierarchical multiple regression analysis showed that almost personal factors have positive relationships with incremental innovation factors. The results of moderating analysis showed that entrepreneurship have negative effects on all incremental innovation factors in interacting with tenure.

Since Zohar(1980) emphasized the influence of social, organizational, and psychological context in occupational safety and health study, the research in this area tends to be emphasizing the influences of personal and physical interaction. With this research trend, this paper is to examine the relationship between safety climate model and safety accident, and the interactional or moderating effect of personal and physical factor on the above relationship. Author conducted a survey to 292 manufacturing workers in construction industry, and the chief results of statistical analysis are as follows 1) management involvement, safety education, precaution activities, and safety system have negative effects on safety accident, 2) a-type personality has interactional effect on safety accident with communication, precaution activities, and safety system. 3) physical job load has interactional effect on safety accident with precaution activities, and safety system.

본 연구는 해외근무자들의 이문화 적응, 역할외 행동 및 조기귀환의도와 관계가 있는 개인적 특성들을 살펴 보았다. 특정 기업집단에서 파견한 관리자들을 대상으로 하여, Global Leadership Institute에서 개발한 해외근무자들의 개인적 특성 개념 및 측정항목들을 중심으로 데이터를 수집하고, 분석하였다. 그 결과는 다음과 같이 요약해 볼 수 있다. 해외근무자들의 이문화 적응은 그 구성요소에 따라 관련 개인적 특성들이 차이가 나타났다. 예컨데 일반적 적응의 경우, 문화적 유연성이 가장 유의한 관계를 보였고, 사회적 적응의 경우는 사교성과 학습지향성이 한계적이나마 관계가 있는 것으로 나타났으며, 직무적응의 경우에는 다면적 리더십과 학습지향성이 통계적으로 유의한 관계를 보였다. 한편 해외근무자의 역할외 행동은 영향력 주체에 대한 신념이 가장 유의한 개인적 특성으로 나타났고, 조기귀환의도는 협동적 갈등해소 스타일, 영향력 주체에 대한 신념이 통계적으로 유의한 관계를 갖는 것으로 나타났고, 다면적 리더십과 학습지향성은 한계적이나마 관계가 있는 것으로 나타났다. 끝으로 이러한 연구결과가 갖고 있는 한계, 시사점 및 향후 연구과제들에 대한 논의를 하였다.

The study examines the relationship between perceived mental benefits, online trust, and personal information disclosure when shopping online in Vietnam. The e-commerce market has been booming in Vietnam since 2015. The number of online transactions and e-commerce sites has increased steadily in recent years. However, the number of online sales in Vietnam is still not high, and consumers are still limited in buying from websites when they have to provide too much information during and after the shopping process. The mix-method is used to ensure the scientific nature of the study. Qualitative research method (phenomenological research) along with the quantitative research method (survey) are applied to meet the research objectives. The data in the study was collected through the group discussion with eight experts and the survey with 917 respondents. Data processing result via SmartPLS software indicate the positive relationships between the factors in the research. The perceived mental benefits have the most potent influence on the online trust of Vietnamese customers; at the same time, both the perceived mental benefits and online trust affect customers personal information disclosure in electronic commerce. Some managerial implications relating increasing the perceived mental benefits, and customers' online trust are proposed for online businesses.

Purpose – This study examined the relationship between dyadic relationship between leaders and followers (DRLF), distributive justice (DISJ), job satisfaction (JSTC), and organizational commitment (OGCM). Research design, data, and methodology – 200 sets of survey questionnaires were distributed to the employees at a municipal office in East Malaysia using purposive sampling technique. Only 60 percent or 115 questionnaires were returned to the researchers. The survey data were analysed using the SmartPLS due to its ability to deliver latent construct scores, handle small sample size problems and estimate relationship between many constructs in the hypothesized model. Results – The findings indicated that there is a significant correlated direct relationship between DRLF and DISJ and mediating relationship between DRLF, DISJ and personal outcomes, which are JSTC and OGCM. Conclusions – This study confirms that DISJ does act as an important mediating variable in the relationship between DRLF with JSTC and DRLF with OGCM. Other dimensions of personal outcomes, such as extra-role behaviour, job motivation and service quality should be considered in future study because they are found to be the important outcomes of the relationship between DRLF and DISJ. The importance of these issues need to be further advanced in future research.

본 연구는 만성정신분열병 환자들에게 재배활동 중심의 원예치 료프로그램을 적용하여 감정표현불능 정도에 따라 대인관계변화, 자아존중감, 기분변화에 미치는 효과를 분석하여 환자들의 정서 및 감정 증진 프로그램으로서 재배활동 중심 원예치료 프로그램의 가 능성을 모색하기 위해 2014년 3월 26일부터 2014년 6월 11일까지 경남 함안군에 소재하고 있는 H보건소 정신건강증진센터의 만성 정신분열병 환자 10명을 대상으로 주 1회씩 총 12회의 재배 중심의 원예치료프로그램을 실시하였다. 의미 있는 감정표현불능증을 가 진 집단만이 TAS-20K의 하위 척도인 요인 1과 요인 2에서 재배활 동 중심의 원예치료 프로그램 이후 유의한 감소가 있었다. 대인관 계변화 척도는 의미 있는 감정표현불능증을 가진 집단만이 하위척 도인 대인관계신뢰감에서 1.4점과 개방성에서 5점의 점수가 유의 하게 증가하였다. 자아존중감 척도는 감정표현불능증 정도와는 관 계없이 두 그룹 모두 유의하게 증가하였다. 반면에 기분의 정도의 변화는 두 그룹 모두 유의차가 없었다. 이 결과에 따르면 재배 중심 의 원예치료가 만성정신분열병 환자의 감정표현불능증의 정도에 따라 다른 결과를 나타낼 가능성이 있는 걸로 나타났으며, 자아존 중감은 감정표현불능증 정도와는 관계없이 향상 되는 것으로 판단 된다. 하지만 본 실험은 대상자의 수가 적고 원예치료 프로그램의 회기 수가 적기 때문에 만성정신분열병 환자의 감정표현불능 정도 에 따른 정서 및 감정 증진 프로그램을 적용한 재배활동 중심 원예 치료 프로그램의 개발을 위해 좀 더 세분화시킨 추후 연구가 필요 하다.

본 연구는 육군사관학교 생도들의 학년, 동아리 활동, 체력등급에 따른 신체적 자기지각과 운동 몰입의 차이를 검증하고 두 요인의 관계를 검증하는 데 목적이 있다. 본 연구에는 인구통계학적 특성과 운동몰입 수준, 신체적 자기지각을 조사하기 위한 질문지를 대상에 맞게 수정·보완하여 사용하였다. 수집된 자료를 대상으로 SPSSWIN 12.0를 이용한 다변량분석과 중다회귀분석을 실시한 결과, 학년에 따른 신체적 자기지각은 하위요인 중 매력적인 몸매에서, 운동 몰입에서는 인지몰입에서 유의한 차이가 나타났다. 동아리 활동 형태에 따른 신체적 자기지각은 스포츠 유능감, 매력적인 몸매, 체력의 영역에서, 운동 몰입은 인지몰입과 행위몰입 전 요인에서 유의한 차이가 나타났다. 또한 체력등급에 따른 신체적 자기지각은 모든 하위요인에서 유의한 차이가 나타났으며, 운동 몰입은 인지몰입 요인에서 유의한 차이가 나타났다. 또한 신체적 자기지각과 운동 몰입 간의 관계 연구에서는 인지몰입과 행위몰입에 신체적 자기지각의 하위요인 스포츠 유능감, 신체적 컨디션이 정적인 영향을 미치는 것으로 나타났다.