본 연구는 고객관계관리와 조직학습능력이 조직의 경영혁신에 미치는 영향을 연구하고, 여성성이 이 관계를 어떻게 조절하는지에 초점을 맞추어 진행했다. 은행은 최근 우수고객 유치 및 서비스 개선, 고객만 족도 향상에 관한 노력이 요구되고, 고객관계지향을 통한 역량 개선이 필요한 상황이며, 새롭게 습득한 지식과 지식을 빠르게 내재화하는 학습능력이 요구되고 있다. 하지만, 이러한 필요성에 비해 국내에서는 많은 연구들이 진행되지 않았다. 이에 본 연구에서는 금융기관의 혁신성에 고객관계지향과 조직학습이 어떠한 영향을 주는지를 살피고, 특히 여성의 배려지향성과 정서적 유대관계 중시 성향이 이러한 관계에 미치는 조절효과에 대해 분석했다. 국내 은행들의 부서 및 지점 141곳을 조사한 결과, 은행은 긴밀하고 원활한 고객관리를 지향하거나, 새로운 정보를 습득하고 활용하고자 하는 잠재능력이 높을수록 혁신적인 활동을 지향하는 가능성이 높게 나타났다. 아울러, 기존연구에서 여성적 문화는 혁신을 꺼리는 성향이 있어왔다는 연구결과와 달리 본 연구에서는 조직의 여성적인 성향이 고객관계관리가 혁신활동에 미치는 영향을 더욱 강화시키는 것으로 나타났다.

예이츠의 후기시를 이해함에 있어 여성이미지는 매우 중요한 요소이다. 시인은 대표적인 여성이미지로서 모드 곤과 크레이지 제인을 제시하여 아일랜드인의 개인적, 역사적, 민족적 정체성에 대한 상징으로 삼아왔다. 특히 상류계층의 양심적 지 식인의 대표인 초기시의 모드 곤과 달리 후기시에서 큰 비중을 차지한 창녀 크레이지 제인의 상징적 역할은, 궁극적으로 시인이 거칠고 조악하지만 적나라한 삶의 이중성을 가감 없이 수용하는 아일랜드 민중의 지혜에 대한 신뢰를 드러낸다. 그러나 예이츠는 여기에 그치지 않고 모드 곤과 크레이지 제인의 한계를 극복하고 동시에 그들의 상징 성을 통합하는 여성이미지를 꾸준히 제시하고자 노력하는 데 바로 댄서이미지가 그것 이다. 예이츠에게서 댄서란 앞서 두 여인의 이미지가 상징하는 양심적 지성과 민중적 삶의 지혜를 연결하는 동시에 각각이 지니는 한계를 극복하는 이미지로서 예이츠 후 기시의 궁극적인 여성이미지이면서 민족적 구원을 약속하는 상징이다.

With the advent of the Internet in the United States, Japan, and other developed countries, electronic word-of-mouth (e-WOM) consumer reviews have come into vogue. While most studies have shown that negative e-WOM has negative effects on consumer attitude, some recent studies implied that the existence of negative e-WOM on a single website can enhance consumer attitude toward the website. However, no research has not identified the conditions for the positive effects of negative e-WOM. Thus, we investigate the moderating effects of the types of receivers, reviews, and products. Also, we investigate the moderating effects of the order of positive and negative e-WOM reviews posted in a single website. The effects of four factors are investigated —product characteristic (utilitarian vs. hedonic), review characteristic (attribute- vs. benefit-centric), receiver characteristic (expert vs. novice), and the orders of negative e-WOM (top vs. bottom) when the ratios of positive to negative e-WOM reviews are 10:0, 8:2, and 6:4. A laboratory experiment with virtual e-WOM sites is utilized. Four hundred twenty students participate in the experiment. All hypotheses are supported in at least 5% levels. The results of ANOVA show that negative e-WOM has positive effects on consumer attitudes towards products in the case of hedonic products and expert consumers reading attribute-centric review. Moreover, negative e-WOM has a greater positive effect when it is at the top of the website as opposed to at the bottom. This study contributes to our current understanding of e-WOM effects on consumer behavior.

Consumers have been exposed to instances of celebrity domestic violence stories through the news, social media and online gossip media. Past studies showed that consumers have a tendency to overlook or even forgive the male celebrity’s violence behavior, and the celebrity appears to continue success in his career. Guided by attribution theory, this study investigates consumers' attribution and their consequent forgiveness or blame of the male celebrity’s violence behavior on his intimate partner. This study also takes into account celebrity past violent histories and philanthropy histories, as well as consumer individual differences (online media use and individual traits). The study employed a 2 (violence history: high vs. low) x 2 (Philanthropy history: high vs. low) between-subject, posttest-only design. 200 men and 200 women who lived in the US were recruited via Amazon Mechanic Turk to take part in the online study. The results support the proposed theoretical explanation. That is, consumers use a celebrity’s past histories as a cue to assign dispositional or situational attribution to the violent behavior and then blame or forgive the celebrity. The results also demonstrate that Facebook use and gossip site visits facilitate situational attribution, which has a significant positive influence on forgiveness. Implications for future research and suggestions for practice in public policy and marketing are discussed.

The Internet of Things (IoT) is beginning to grow significantly. The market is estimated at 26 billion IOT devices by 2020 (Gartner). Amounts of investments in this new technology and the rapid spread of connected devices highlight the great potential of this sector (Porter & Heppelmann, 2014). These new connected and smart products are revolutionizing consumers’ lives. Nevertheless, the Internet of Things raises significant challenges (security, privacy, trust…) and ethical issues. Furthermore, more and more gadgets are being added to the Internet of Things ecosystem. This raises questions about the utility and the added value of these innovations. A quantitative survey was carried out to understand why consumers resist to smart watches. To collect data, a self-administered, cross-sectional survey was given to first-year and second-year undergraduate students. We received a total of 265 survey forms. Structural equation modelling was used to test the conceptual model. Results show that the theoretical model has acceptable indicators of fit. Findings show that perceived usefulness, perceived price, intrusiveness and self-efficacy have an impact on consumer resistance to smart products. However, the effect of dependence on consumer resistance was not statistically significant. The contributions of this paper are twofold. On the one hand, to our best knowledge, no research has studied smart products through a resistance approach. To date, most research dealing with IoT are focused on adoption (Kim & Shin, 2015) or purchase intention of smart products (Chang et al., 2014). Second, our research contributes to the literature by providing an empirical evidence of the role of intrusiveness, perceived price and usefulness in the development of resistance to smart products.

46 2016 Global Marketing Conference at Hong Kong Proceedings: 46-47 (July 2016) http://dx.doi.org/10.15444/GMC2016.01.04.01 WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUAL-ITATIVE INSIGHTS Olivier Reimann, University of Vienna, Austria1) Udo Wagner, University of Vienna, Austria2) ABSTRACT Private labels (PL) have developed remarkably well during the last two decades. In many Western European countries they achieved market shares of around 30 percent and more. A phenomenon that recently gained momentum in academia and practice are premium PL (PPL). That are PL positioned as “better and cheaper” or “higher in price and superior in quality” compared to the leading NB. However, with regard to the perceived quality gaps consumers attributed economy and standard PLs vis-à-vis national brands (NB) in the past, it appears contradictory that PPL could become “one of the hottest trends in retail-ing”. To the best of the authors’ knowledge no study published up to now has addressed the following research question: Why do consumers prefer PPL over NB or other PL tiers. The present work tries to provide some insights into this research gap. We conducted two empirical research projects which aim at shedding some light on po-tential drivers of PPL product choice. Both projects are field studies with two leading grocery retail chains in a Central European country as research objects. In this country, the grocery retail market is characterized by a relatively high PL market share (29 percent in 2013) and a high concentration of retailer power: in 2014 the top three retailers cov-ered 85 percent of the overall market. Project I conducted focus group interviews. Partici-pants discussed about economy PL, standard PL and PPL products. Participants debated whether / under which circumstances they would choose one of these PL tiers or a NB. Research project II consisted of semi-structured interviews conducted with consumers in stores. The study revealed major determinants of PPL product choice: (1) quality and price, (2) packaging, (3) origin, and uniqueness, and (4) co-branding. We also gained some insights into the role of psychographics and demographics, brand management and communica-tion as well as on store loyalty. Disadvantageous for retailers, the reasons for PPL prod-uct choice are mainly not PPL brand related. PPL shoppers search for intrinsic or extrin-sic cues and would buy any other brand that offers a similar product. However, the find-ings for co-branding PPL showed that suggestions to apply traditional branding strategies in order to increase (premium) PL success should gain more attention from academia and retailers.

This study analyzes how and why video gamers intentionally watch media on video games that they play and like through online platforms such as YouTube and Afreeca TV. More specifically, this study utilizes the Uses and Gratification theory in order to understand game players’ psychological behaviors and patterns in detail. Among the various types and genres of video games, this study focuses on the fighting game “Tekken 7” published by the Japanese company Namco. Tekken 7 is distinguished in some ways in that its platform is an arcade rather than PC or mobile phones and that it emphasizes mind game between game players. By analyzing how and why Tekken 7 gamers watch Tekken 7-related media over the Internet and new media, this study further provides a blueprint for the future of the new media.

The joint international educational project has been developing between Hokkaido University and Jeju University based on reparations cases in both islands of tragedies. There are many reasons why I as a Japanese civil law/ reparations scholar have got interested in the Jeju tragedy: the need for building peace-making network, the historically- strong relationship between Jeju and Japan, and the continuity of violence between the Korean right-wing soldiers at the Jeju mass killing and the Japanese soldiers in the colonization era. The challenges of Jeju reparations are still immense: including most importantly, unfinished individual symbolic and economic reparations and the US responsibility. To attain true reconciliation, more Americans should know these past injustices in accordance with the theoretical framework/ process of reconciliation: (1) fact findings of past injustice and their recognition, (2) the admittance of historical responsibility (3) sincere apologies and supplementary reparations from perpetrators’ sides, and then (4) forgiveness from victims’ sides. As for the Jeju tragedy, international efforts towards this direction is imminently required.

The online game market has grown rapidly in worldwide. The world game market earned 111.7 billion US dollars and online game occupies 18.9% (21.1 billion US dollars) in the world game market in 2012. Online game companies have launched a variety of free online games to online game players such as League of Legends (LOL), World of Tank, and Hearthstone. These online games provide online game with free install with online game players. Online game companies, however, sell some of online game items to the game users. For example, LOL sells Skin that is the cloth which only provides fancy effect to online game hero through the online game shop. In case of ‘Hearthstone: Heroes of Warcraft’, game user can purchase game card deck by cash. This study was initiated to answer the following research question called “How these online game companies get profit?” because their online games are free to play. The research upon the question mentioned above leads to the second research question called “how online game users purchase the cash game items?”. To understand purchasing behavior and attitude of online game players about cash game item, this study conducts focus group interview of LOL game player to understand purchase behavior of game players for online games items. The results of focus group interview help us to understand the relationship between attitude toward online game items and consumption values. The purposes of this study are 1) to understand online game players’ purchasing behavior for LOL luxury Skin, 2) to find out relationships among online game experience, design innovative Skin, consumption values, and repurchase intention, and 3) to draw academic and practical implications based upon the result of analysis in this study.

선교적 종교(missionary religion)로서 이슬람은 그 신앙 운동의 태동기부터 지금까지 지속적인 종교 세력 확장세를 보이고 있다. 그 결과 이슬람은 아라비아 반도를 넘어 오늘날 세계에서 두 번째로 큰 신앙공동체가 되었다. 무슬림들이 한국인들과 처음으로 접촉하고, 한국 땅을 밟게 된 시기는 1000여 년 전으로 거슬러 올라간다. 특히, 고려시대에는 성내 이슬람 사원이 세워질 정도로 무슬림들의 정치, 경제, 문화, 종교 등 다방면에서 무슬림들이 한국 사회에 영향을 미쳤지 만, 아이러니하게도 그들의 선교적 결실은 부진했다. 왜냐하면 당시 무슬림들은 원나라의 사신들로서 피식민지인이었던 한국인들에게 호 감을 주지 못했기 때문이다. 그러나 20세기 중반 한국 전쟁에 파견된 터키군은 한국 사회에 이슬람의 종교적 호감도를 ‘부정적(Negative)’ 에서 ‘긍정적(Positive)’으로 전화시켜 주었다. 한국의 우방국으로 참여 해 한국인들을 위해 과감히 피를 흘린 터키군들의 신앙 전통은 한국인들 에게 감동을 주었다. 뿐만 아니라 1970-80년대 한국 경제 성장에 크게 기여한 중동 국가들 역시 한국 사회에 이슬람 이미지 변화에 크게 기여했다. 이슬람의 이러한 긍정적 호감도와 함께 국내외 무슬림 들의 적극적인 선교(Da’wa)활동을 통해 20세기 후반부터 이슬람이 한국 사회에서 부흥하는 신흥 종교로 두각을 나타내고 있다. 본 논문은 21세기 한국 내 무슬림 신앙공동체의 부흥 원인과 개종자들의 개종 사유를 비교 분석하고자 한다. 이슬람으로 개종한 한국 무슬림들 49명을 대상으로 인터뷰한 결과, 개종자들의 73%가 기독교에서 이슬람으로 종교 정체성 변환했다는 사실은 한국 기독교계 에 신선한 충격이다. 왜 많은 그리스도인들이 교회를 떠나 이슬람 사원으로 향하는가? 필자의 연구결과 한국 무슬림들의 주된 개종 요인은 “지적 동기와 실험적 동기”가 강하다. 이슬람에 호기심을 갖고 그 종교를 깊이 연구한 개종자들은 기독교의 복음과 예배 행위보다 이슬람의 교리와 종교 의식에 더 매력을 느껴 교회를 떠나 마스지드 (masjid)로 향하고 있다. 본 논문을 통해 이러한 종교 현상에 대한 우리의 선교 신학적 고찰과 대안을 기대해 본다.

This study develops a model of the market life cycle of package tours, explaining that such tours inherently have low tourist satisfaction which results in a decrease in market share. The model is based on the proposition that tourist satisfaction depends on the extent to which their preferences are fulfilled at the destination, which in turn is determined by their knowledge of its attributes. An analysis of data on China’s outbound tourism market from 1993 to 2010 shows that as tourist satisfaction at the destination increases, the market share of inclusive package tours declines. This suggests that tourist satisfaction can predict tourists’ subsequent choice of a package tour. As tourist satisfaction increases due to the improved information in the market, such package tours will be gradually substituted for independent travel or entirely new packages, or replaced by travel to a new destination.

The author invites attendees of the Special Session on Film Making for Marketing Research and Communication to have a critical look at the short history of film making in the marketing discipline and foresee its future. There are two perspectives for this discussion: one is a broad overview of film making for consumer behavior research, and the second is the personal reflection of the author who first engaged in film making nine years ago. Film making as a research approach in the academic areas of marketing and consumer behavior is just beginning its early “teenage” years. It counts its formal age from the time it obtained legitimacy when the first Film Festival took place at the Association for Consumer Research Conference in Atlanta, USA, in 2002. Since then, the Film Festival has become an integral part of this major conference that draws together a global academic audience of consumer researchers. In fact, film festivals are now included in the European, Asia-Pacific, and Latin American ACR conferences, and as of 2012, there were more than 125 films accepted into the various ACR Film Festivals (Belk and Kozinets 2012). The current number of accepted films probably exceeds 150, which demonstrates growing interest in film making in the academic discipline of marketing. Russell W. Belk and Robert V. Kozinets,“founding fathers” of the ACR Film Festivals have become instrumental in developing guidance and academic criteria for the novel research approach of videography. Films are expected to be topical, theatrical, theoretical, and technical. That means that 1) the topic under visual investigation should relate to consumer research; 2) the film should flow in a dramatic and engaging way; 3) a theoretical perspective and contribution should be evident; and 4) the film should have good production values (Belk and Kozinets 2012). The author, who started making films without prior expertise after attending a workshop, has since produced four videographies of various lengths and levels of mastery. They have been presented at conferences globally, one was published in a special multi-media issue of an academic journal, two have earned academic awards, and all of them have found use in the classroom. Topic-wise, the films related to consumer research by exploring happiness (“Finding Harmony in the Jungle”), the role of narratives on food product packaging (“It All Began with a Kiss, or When Packaging Sells a Country”), the transformational power of street language (“Red Bull on the Roof of the World or From Landscape into Servicescape”), and the Easternization of the West (“Yoga and Fashion”). The videographies were filmed in Belize, Italy, England, Indonesia (Bali) and China (Tibet). The film making process for the author has been rewarding because of the creative potential that comes with videography and the use of visual channels of communication for academic purposes. Challenges include making sure the films have the necessary rigor to qualify as academic work.

This study critically examines the factors contributing to verbal participation and the achievement of desired learning outcomes in English medium instruction (EMI) classes in a Korean higher education institution. This case study uses mixed research methods including surveys, focus group interviews and peer observations of students and professors of selected EMI classes. This paper has highlighted several factors which influence active verbal participation and the achievement of desired learning outcomes in EMI classes. The research provides a rich understanding of how differences in teaching styles and learning activities significantly affect levels of verbal participation in EMI classes. The findings suggest that in order to achieve desired EMI learning outcomes, it is necessary to examine all of the interconnected elements within the education system, including students, professors, the teaching context, as well as the institutional systems at national and international levels. This research has raised a number of challenges and criticisms concerning EMI courses including the effectiveness of learning of subject content via a foreign language.

It is well-known that grammar rules learned in class are hard to use in communication. This paper explores an answer to this puzzle, focusing on the so-called third person singular present -(e)s in English. Observing that the core nature of the hard-to-use rules is best described in terms of 'form', rather than 'meaning' and 'use', the paper shows that the formal descriptions of the grammar rules presented to learners do not correctly represent the syntactic nature of the linguistic phenomena concerned. It proposes that an essential prerequisite for more efficient and systematic grammar teaching and learning is a comprehensive understanding of the linguistic nature of grammar categories and items to be taught to learners.

우리나라에서 한자어가 사용된 역사는 최소한 이천여년이 넘었다. 근대화를 기 점으로 한자와 한문교육이 보편 교양교육에서 특수한 일부 개별 교과 교육으로 전환되었고, 한글 전용 정책의 실시로 인해 한자와 한문교육이 축소되었으며, 시 대의 변화에 따라 한자 사용과 노출의 예는 극히 줄어들었다. 하지만, 오랜 세월 동안 구축된 한국어 어휘 체계 중에는 이미 70% 가까이 한자어가 포함되어 있으 며, 실제 언어 생활에서도 한자어의 사용 빈도 또한 매우 높다. 그럼에도 불구하고 한자와 한자계 어휘 교육이 전문적이고 체계적으로 시행되지 않음으로써 한자 표 기 오류 현상은 끊임없이 출현하고 있다. 본고는 이러한 한자 표기 오류가 나타나는 근본적 이유에 대해 다시 생각해 보 고, 원인에 따라 유형화하여 해결의 근본적인 대책을 제시하고자 하였다.

Urbanization has a direct impact on species abundance and diversity in many species. Some cicada species have become numerous in urban areas, causing a nuisance to city dwellers in Korea. Male cicadas produce calling songs that are attractive to conspecific, receptive females. To understand the possible factors important for population density, we estimated the relative abundance of cicada species in central Korea by conducting the complete enumeration survey of exuviae and the calling index survey. Exuviae collection was conducted in three regions that may differ in three representative habitats: metropolitan, suburban, and country. Based on the exuviae survey, Hyalessa fuscata was the dominant species in all three regions. The population densities of all cicada species in metropolitan and suburban regions were 5.7 and 12.0 times higher than those in the country region. Particularly, the population densities of Cryptotympana atrata were at least 23.5 times higher than that in the country region. Based on the calling index survey that relied on male calling songs to estimate the relative abundance of cicada species in central Korea, the relative density of C. atrata was higher in urban areas than in rural areas. Thus, the results of both surveys were consistent in that C. atrata had unusually high population densities in metropolitan and suburban regions, contributing to noise pollution in the metropolitan Seoul. Possible factors for high density of C. atrata in urban areas are suggested.

1970年 한글專用 政策 施行 이후 韓國의 漢字敎育은 跛行을 겪고 있다. 韓國語 語彙의 70% 以上이 漢字語이며 大部分 敎科 用語가 漢字語임에도 不拘하고 漢字를 통한 漢字語 敎育은 이루어 지지 않고 있다.漢字 敎育은 韓國語와 韓國語 文章을 正確하게 말하고, 쓰기 위해 반드시 必要하다.韓國과 中國 ∙ 日本 ∙ 越南은 過去 이른 바 漢字文化圈에 속했던 國家이다. 서로 사용하는 言語는 달랐으나 共通의 文字인 漢字를 통해 國家 間 意思 疏通은 물론 學者와 文人 間 交流가 可能했다. 急變하는 近 ∙ 現代史를 거치면서 漢字文化圈은 自然스레 崩壞되었으나, 최근 이들 國家 間 修交로 相互 人的 ∙ 物的 交流가 날로 擴大되고 있다. 이들 漢字文化圈 國家 사이에 가장 基本的이며 共通的인 要素는 바로 ‘漢字’이다. 漢字는 未來 東Asia 社會에서 相互 理解를 圖謀하며 親密한 交流를 할 수 있는 하나의 重要한 手段이라는 現代的 ∙ 時代的 意味를 看過해서는 안 될 것이다.