This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

This research was conducted to examine coffee shop customers’ preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

The purpose of this study is to review the effects of organizational citizenship behavior on innovative behavior and intention to leave, and the moderating effects of self-efficacy in Korea Politechnics’ teachers and professors. In order to verify and achieve the purposes mentioned above, questionnaire data were gathered and analysed from 206 employees of Korea Politechnics campus. Empirical survey's findings are as follows; First, altruism, conscientiousness, sportsmanship appeared to be positively related with innovative behavior. Second, courtesy, conscientiousness, sportsmanship appeared to be negatively related with intention to leave. Third, self-efficacy moderated negatively the relationship between altruism and intention to leave. Fourth, self-efficacy moderated negatively the relationship between sportsmanship and intention to leave.

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

This study investigates what consumption values affect attitude and behavioral intentions toward a premium lunch box at a convenience store using VAB(Value-Attitude-Behavior) model. The main survey was conducted by a research company by means of an online survey in the form of a self-administered questionnaire. The samples were limited to customers who had tried the premium lunch box before. The survey was conducted in October 2016. The collected data were analyzed by using SPSS 21.0 for Windows and AMOS 21.0. A structural equation model(SEM) was used to verify the proposed relationships among the study variables. Three factors representing the value of the premium lunch box were identified: social & functional value, economic value, and epistemic value. The finding showed that these values had a positive effect on attitude toward the premium lunch box and that attitude had a positive effect on behavioral intentions.

In this study, we investigated protection motivation and behavioral intention to prevent serious illnesses related to excessive sodium intake among the university students in Gyeongnam and Busan. Within the protection motivation theory (PMT) framework, a survey questionnaire was developed to measure participants’ perceptions on the severity of and the vulnerability to the threat of serious diseases due to the high sodium intake as well as the effectiveness of preventive measures (response efficacy), and the ability to perform them (self-efficacy) along with their willingness to follow recommendations (behavioral intention). Data was collected in June 2015. Study participants were divided into either low (n=117) or high (n=177) sodium intake behavior groups based on their current behaviors. Exploratory factor analysis was performed to measure construct validity and Cronbach’s alpha was calculated to check reliability of measurement items. The high sodium intake behavior group perceived higher vulnerability than the low sodium intake behavior group among four PMT factors. Differences of the other three factors were not significant between the two groups. The results of hierarchical regression analysis indicated that self-efficacy and response efficacy affected behavioral intention of high sodium intake behavior among students. Hence, development of strategies to increase self-efficacy and response efficacy are strongly recommended.

A Study of Instant rice selected attributes of instant rice, the decrease in rice consumption is in fact been hailed as a stock and based on dietary lifestyle through prior research, attempting to validate whether the behavior between the related implications. The instant rice revitalization plan of conducting were developed further, consumers want instant rice and at the same time. Confirmed based on the selected attributes of instant rice according to consumer dietary lifestyle through this research to know could have instant rice selection attributes affect the degree of the action. Compare the differences of regional instant rice selected attributes gradually increasing area for future research, instant rice consumers surveyed Seoul, Gyeonggi-do area only residing in the limitations of this study, which, because you are studying in different regions.

급속도로 발전하고 있는 현대사회에서 여러 현대사회의 문제점에 유연하게 대처하는 조직이 성공을 이끈다. 이러한 조직을 움직이는 최초의 원동력은 리더십이다. 본 연구에서는 리더십 중에서도 최근 이슈 가 되고 있는 진성 리더십과 조직구성원의 행위결과에 대해 검증하였다. 진성 리더십에 대한 연구는 최근 에 와서야 본격적으로 다루어진 영역이라 선행연구가 적지만, 본 연구에서는 학원장을 리더십의 중요한 주체이자 변수로 보고 연구함으로써 진성 리더십의 연구 범주를 확대하였다. 본 연구의 목적을 달성하기위해서 경상남도지역 중 마산, 창원, 진해에 소재한 25개 학원에 종사하는 강사 274명을 대상으로 설문조 사를 통해 실증분석 하였다. 주요 분석결과는 다음과 같다. 첫째, 진성 리더십이 높을수록 상사신뢰가 높 아지는 것으로 나타났다. 둘째, 상사신뢰가 높을수록 이직의도는 낮아지고, 조직시민행동은 높아지는 것 으로 나타났다. 셋째, 상사신뢰는 진성 리더십과 이직의도 사이에서 완전매개효과를 가지며, 조직시민행 동과의 사이에서는 매개효과가 없는 것으로 나타났다. 넷째, 진성 리더십이 높을수록 팀 에너지가 높아지 는 것으로 나타났다. 다섯째, 팀 에너지가 높을수록 이직의도는 낮아지고, 조직시민행동은 높아지는 것으 로 나타났다. 여섯째, 팀 에너지는 진성 리더십과 이직의도 사이에서 부분매개효과를 가지며, 조직시민행 동과의 사이에서도 부분매개효과가 있는 것으로 나타났다. 본 연구를 통해 학원조직에서 학원장의 진성 리더십과 상사신뢰 및 팀 에너지는 조직구성원의 행위결과에 유의한 영향을 미친다는 사실을 확인하였 다. 결론 부분에 이 연구의 시사점과 한계점, 그리고 향후 연구방향을 제시하였다.

본 연구는 합창공연 서비스 품질을 다차원으로 구분하여 각 품질차원이 관람 후 행동의도에 어떻게 영향을 미치는지 알아보고 또한 각 품질차원의 상대적 영향력을 알아보고자 하였다. 합창공연 서비스 품질이 관람 후 행동의도에 미치는 영향관계를 살펴본 결과, 결과 품질, 물리적 환경 품질은 관람 후 행동의도에 긍정적(+)인 영향을 미치는 것으로 나타났지만 상호작용 품질의 경우에는 영향을 미치지 않았다. 또한, 결과 품질의 경우 물리적 환경 품질 보다 관람 후 행동의도에 더 큰 영향을 미치는 것으로 나타났다. 물리적 환경 품질의 경우 세부품질인 공연장 중앙무대의 매력성, 공연장 안내표지 시설 용이성, 공연장 관람좌석 편안함, 공연장 실내온도 및 습도 적당함의 순서로 관람 후 행동의도에 긍정적(+)인 영향을 미치는 것으로 나타났다. 상호작용 품질의 경우 세부품질인 공연장 직원의 정중함, 공연장 직원의 친절함, 공연장 직원의 약속처리, 공연장 직원의 완벽한 업무처리 순으로 관람 후 행동의도에 긍정적(+)인 영향을 미치는 것으로 나타났다. 결과 품질의 경우 세부품질이 행동의도에 미치는 영향관계를 살펴본 결과 합창공연의 흥미성, 합창공연 지휘자의 인기, 합창공연의 쉬운 이해, 합창단 예술적 수준의 순으로 관람 후 행동의도에 긍정적(+)인 영향을 미치는 것으로 나타났다. 따라서 합창공연을 준비하는 조직과 합창단은 관객의 관람 후 긍정적인 행동의도 및 행동을 위해 무엇보다도 합창자체에 대한 관객의 재미와 흥미를 유발할 수 있는 요소가 가미될 수 있도록 노력하고 합창공연 지휘자가 관객의 인기를 얻을 수 있도록 합창공연을 구성할 필요가 있다.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

새로운 경력유형의 등장과 함께 네트워킹행동의 중요성이 강조되고 있다. 선행연구는 개인의 네트워킹 행동의 결과로 구축된 네트워크 구조가 개인의 경력과 조직에 주는 결과영향을 밝히는 데 관심을 두고 있다. 그러나 새로운 경력의 시대에 그 중요성이 더해가고 있는 네트워킹행동에 초점을 맞춘 연구는 드물고, 내부 네트워킹행동과 외부 네트워킹행동을 구분하여 결과변수에 미치는 차별적 영향을 살펴본 연구는 더욱 부족하다. 한편, 외부 네트워킹행동은 성과에는 긍정적이지만 조직몰입의 저하로 연결된다는 관리의 역설(management paradox)을 초래한다고 알려져 있지만 실증 결과는 혼재되어 있다. 이러한 결과는 네트워킹행동과 결과변수 간의 관계에 영향을 미치는 상황변수나 매개변수의 존재 가능성을 암시한다. 네트워킹행동이 결과변수에 미치는 영향을 온전히 이해하기 위해서는 그 과정을 파악할 필요가 있다. 본 연구는 네트워킹행동이 직무성과와 이직의도에 영향을 미치는 과정에서 시장성(marketability) 또는 고용가능성(employability)의 매개효과를 실증하고자 한다. 본 연구를 위해 국내의 다양한 기업에 근무하는 217명을 대상으로 수집한 설문응답 자료를 분석하였다. 실증 분석결과는 다음과 같다. 첫째, 내부 네트워킹행동은 내ㆍ외부 고용가능성과 직무성과에 정(+)의 영향을 미치는 것으로 나타났으나 이직의도와는 유의한 관계가 나타나지 않았다. 그러나 내부 네트워킹행동은 내부고용가능성을 매개로 이직의도에 부(-)의 영향을 미치고 직무성과에는 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 외부 네트워킹행동은 외부고용가능성에 정(+)의 영향을 미치는 것으로 나타났으나 내부고용가능성, 직무성과와 이직의도에는 통계적으로 유의한 영향이 나타나지 않았다. 그러나 외부 네트워킹행동은 외부고용가능성을 매개로 직무성과에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 내부고용가능성은 직무성과에 정(+)의 영향을, 이직의도에는 부(-)의 영향을 미치는 반면, 외부고용가능성은 직무성과에 정(+)의 영향을 미치는 것으로 나타났다. 연구결과를 바탕으로 이론적, 실무적 시사점과 연구의 한계점 및 향후 연구방향이 논의 되었다.

그 동안 정서고갈,조직컴미트먼트,조직시민행동,이직의도 간에는 많은 상관성이 존재한다는 사실이 주장되어 왔음에도 불구하고 이들 모든 변수를 함께 고려하여 종합적으로 관찰한 연구는 없었다.본 연구에서는 개인의 정서고갈이 이직의도에 악영향을 미치는 구체적 과정에 초점을 두고 정서고갈이 자동적으로 이직의도를 초래하는 것인지 아니면 그 사이에 관련 변수들의 매개과정을 거치면서 부정적 영향을 부추기는 것인지 검토하려 했다.이를 위해 사회적 교환이론을 전제로 설정된 매개 가설들을 입증하였다.그리고 직무요구-자원(JD-R)이론이나 자원보존이론 분야의 대부분 연구자들이 정서고갈이 직무만족이나 이직에 직접 영향을 미치는 것으로만 주장해왔으나 본 연구에서 조직컴미트먼트나 OCB에 의해 매개된다는 점을 가설로 설정하고 네 변수 간의 종합적 구조모형을 만들어 제안모형의 우수성을 입증하였다.본 연구를 위해 대인서비스업 종사자들로부터 받은 설문자료를 분석하여 가설을 검정하는 경험적 조사방법이 사용되었다.결과를 요약하면 이직의도는 정서고갈의 직접적인 영향도 받지만 정서고갈에 의해 좌우되는 조직컴미트먼트와 OCB에 의해서도 영향을 받고 있음이 입증되었다.즉 정서고갈로 인하여 조직컴미트먼트가 낮아져서 이직의도가 높아지는 것 이외에도 조직컴미트먼트로 인하여 OCB의 질이 좋아지기 때문에 이직의도가 감소하는 경향도 있음을 알 수 있었다.

The purpose of this study is to verify the relationships among innovative behavior, turnover intention, and job security. An additional purpose was to examine partial mediating effects on psychological ownership. The baseline of analyzing those relationships in this study is that the role of psychological ownership will be a mediator between job security and turnover intention as well as innovative behavior in the organization. To accomplish these purposes, a model was built among job security as predictor variable, the psychological ownership as mediating variable and turnover intention, and innovative behavior as criteria variables based on the studies conducted in the various areas. The 248 questionnaires surveyed from the area of DaeGu and Kyungbuk were used in the statistical analyses. The detail statistical techniques are such as descriptive analysis, reliability analysis, factor analysis, correlation analysis, and multi regression analysis. The results of the study show that job security had positively significant effect on turnover intention and innovative behavior. In addition, only the psychological ownership of organization-level thinking have partial mediating effects between job security and innovative behavior also job security and turnover intention. The results may indicate that the psychological ownership of organization-level thinking be a key factor to alleviate the turnover intention of employees and to encourage the innovative behavior during their works for the small-medium size companies showing the unstable job security.

The purposes of this study were to analyze the effects of the experience realms (entertainment, educational, escapist, and esthetic) of augmented fashion reality applications on consumers' pleasure, satisfaction, intention of reuse, and purchase intention. This study is based on the survey subjecting those who have an iPhone. A total of 207 questionnaires were processed in analysis. Descriptive analysis, frequency analysis, reliability analysis and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, entertainment and esthetic experience positively influenced consumers' pleasure. Second, entertainment, educational and esthetic experience positively influenced satisfaction. Third, pleasure positively affected satisfaction. Forth, both pleasure and satisfaction positively influenced intention of reuse and purchase intention. Fifth, there were significant differences in the effects of the experience realms of augmented fashion reality applications on pleasure, satisfaction, intention of reuse, and purchase intention by gender. In conclusion, pleasure and satisfaction that influence reuse intention and purchase intention were influenced by the experience realms. When consumers feel satisfaction and pleasure in experience realms of augmented fashion reality applications, they are more likely to reuse of an augmented reality fashion application, and to purchase the products consumers were implementing an augmented reality fashion application for.

이 연구는 부산지역 대학생들의 롯데 자이언츠 프로야구 관람의도 결정요인을 규명하고자 했다. 구체적으로 선행연구에 근거하여 구조적 환경 변인으로서 지역정체성 , 프로야구 중계방송 시청빈도 , 그리고 팀(롯데 자이언츠) 동일시 , 스폰서 그룹에 대한 태도 변인, 인간의 사회문화적 행위예측에 유용성을 보이는 계획행동이론 변인을 통해 프로야구 관람의도 결정요인을 포괄적으로 규명하고자 했다. 연구결과 첫째, 지역 정체성 변인을 구성하는 인지적 통합도와 적극적 관여도는 모 두 프로야구 관람의도에 정적인 영향을 미쳤다. 둘째, 프로야구 중계방송 시청정도 역 시 프로야구 관람의도에 정적인 영향을 미쳤다. 셋째, 롯데 자이언츠 팀 동일시의 경 우 행동적 동일시만 프로야구 관람의도에 정적인 영향을 미쳤다 . 넷째, 롯데 자이언츠 스폰서 그룹에 대한 태도는 프로야구 관람의도에 기여하지 못했다. 다섯째, 계획행동 이론 변인 중 태도와 주관적 규범은 프로야구 관람의도에 정적인 영향을 미쳤으나 , 인 지된 행위통제의 설명력은 도출되지 않았다.