The customer engagement construct has been widely investigated in the marketing literature since 2005. Scholars in hospitality and tourism have perceived the importance of this construct and tried to propose both conceptual framework (e.g., So, King, Sparks, & Wang, 2016) and measurement scale to capture this phenomena (e.g., So, King, & Sparks, 2014). However, there is no consensus in many issues such as conceptualization (Dijkmans, Kerkhof, & Beukeboom, 2015) and dimensionality (Romero, 2017). In addition, this construct is relatively new in hospitality and tourism. Hence, the direction for future research and what has been done in the past are indispensable for researchers since it reduces research fragmentations in the future. The study aim is to use existing works in hospitality and tourism literature with the systematic literature review to summarize facts and address the future research. SCOPUS and ISI were employed as the main databases to search and identify the relevant articles. A total of 19 out of 590 documents was identified and selected to analyze and classify based on types of research, country, and journal. In addition, the issues of theoretical background, conceptual framework, conceptualization, dimensionality, statistical analysis, key contributors are summarized respectively. Finally, this study addresses the scope of potential future research in a realm of hospitality and tourism.

Corporate social responsibility (CSR) communication is generally regarded as good and necessary to inform stakeholders of a company’s CSR deeds. However, research has recently uncovered the practice of “greenhushing” within the context of the hospitality industry (Coles, Warren, Borden, & Dinan, 2017; Font, Elgammal, & Lamond, 2017). Greenhushing means that companies de-emphasize green credentials and CSR activities. Going on holidays is an indulgent act that might result from people feeling they have earned some luxury, including behaving lavishly in terms of resource consumption and responsible behavior. Thus, curtailing this indulgent, irresponsible guest behavior without compromising a guest’s holiday experience is a key challenge for hotels. This paper explores whether the assumption that customers do not want to hear about CSR communication while on holiday is true from the customers’ side and what type of communication achieves to curtail unethical behavioral intentions. Based on 594 usable responses from an online survey, we undertake a moderation analysis with a multi-categorical antecedent variable (different communication stimuli), pro-environmental identity as a moderator and behavioral intentions for “unethical” behavior as a dependent variable using PROCESS 3.0 for SPSS (Hayes, 2018). The results provide partial support for our theoretical predictions.

The present study compared social capital scales of a six-dimensional version (Model 1), a three-dimensional version (Model 2), and a two-dimensional version (Model 3) in the context of two types of online brand communities. Model 1 explains social capital with six constructs including interaction, trust, reciprocity, identification, language, and vision (Chiu, Hsu, & Wang, 2006; Williams, 2006). Model 2, a shorter version of Model 1, is identified with three dimensions of interaction, trust, and shared values (Lin & Lu, 2011). Lastly, Model 3 presents bridging and bonding as two key dimensions of social capital (Williams (2006). The present study used a quantitative online survey method. The sample size was 588; 301 for company-generated communities and 287 for consumer-generated communities. For comparison, three models were evaluated on two criteria: (1) the consistency in the dimensionality of each scale between two subgroups of online brand communities: company-generated and consumer-generated brand communities and (2) the predictability of the scale on consumer commitment to the brand community. The findings reveal that the three-dimensional model of social capital (Model 2) is more robust than the other models (Models 1 and 3). By comparing three social capital scales and identifying the context-specific scale, the current study contributes to the consumer behavior literature specific to social capital of social network sites. Also, this study helps marketers have a better understanding of social capital elements developed through interpersonal relationships in an online brand community.

Customer engagement has become a prominent issue in hospitality and tourism industry. However, customer engagement, is not easily defined or uniformly measured because a number of diverse factors must be considered. While meeting planners are important customers to CVBs, their engagement with CVBs has rarely been studied. Therefore, the purpose of this study was to develop and test a model of meeting planners’ engagement in CVBs empirically. Survey data were collected from a variety of meeting planners, which resulted in 305 usable responses for data analysis. Two step analyses (measurement model and structural model) were implemented. In addition, the moderating effect of reputation and familiarity were examined among the paths of the constructs. The results showed that the hypotheses were supported while familiarity has less salient impact than reputation on customer engagement in the event industry.

In an increasingly digital and interactive global marketing landscape, social media marketing is emerging as one of the most important strategic tools for brand communication. This is especially true in the luxury fashion context, which traditionally exploited virtual environments as an effective communicational tool of brand-related content and product usage information all over the world. A contemporary consumer cohort that exhibits digital- and virtual-oriented behaviors are Millennials, which represent the digital native generation highly inclined to Internet interaction and, thus, a relevant strategic opportunity for social media marketers in the luxury industry. While the literature reports a positive relationship between Millennials’ social media usage and purchase intention towards luxury brand, scant attention has been paid to the underlying mechanisms explaining such a relationship. To fill this gap, the current research proposes and tests a conceptual model to provide three main contributions to the social media and brand communication literature: first, consumers’ perceptions of interactivity – a multidimensional construct comprised of real-time conversation, no delay/timing, and engaging/navigation – is hypothesized as an antecedent of social media usage. In this way, relevant theoretical and practical implications are provided to online luxury marketers interested in embracing virtual environments for brand communication. Next, two significant constructs of consumer behavior such as materialism – comprised of success, hedonism, and happiness – and morality – comprised of moral judgment and moral intensity – are hypothesized as mediating variables of the relationship between social media usage and purchase intention towards luxury brands. Particularly, these materialistic and ethical decision making processes emerge as relevant for Millennials’ online purchasing activities, with the expectation of transparent and effective brand-related information through social media. Finally, these mediating influences are hypothesized to be moderated by two other relevant constructs in the brand communication process—consumers’ motivation to use social media and advertising skepticism. In fact, a better assessment of Millennials’ motivation and skepticism toward social media marketing communication result as crucial for modern strategic marketers. Such hypotheses are tested using bootstrapped moderated mediation analysis on a sample of 297 Millennials actively following luxury brand social media activities. Our results confirm the proposed hypotheses, particularly both materialism and idealism partially mediate the relationship between social media usage and purchase intention. Moreover, motivation to use social media improves the effect of social media usage on materialism, whereas advertising skepticism reduces the effect of idealism on purchase intention. These findings contribute to the social media and brand communication literature, providing interesting avenues for future research.

Companies frequently request their customers to donate to a charitable organization at some point during the purchasing process. Especially in an online environment, companies can easily control at which stage in the customer journey consumers are asked to give to charity. The aim of this paper is to investigate how the sequence of purchase and donation requests in the customer journey influences the willingness to donate to an NGO and the willingness to pay for the company’s product. As theoretical frame, we use two related concepts of moral self-regulation stemming from behavioral economics, namely moral licensing and moral cleansing. Based on these two cognitive biases, we assume that the sequence of donation and purchase options has an influence on the money individuals are willing to spend on the product and are willing to donate to charity. Prior research on moral licensing and moral cleansing often relies on outcomes from rather artificial study designs. Studies often utilize moral/immoral decision tasks, which consumers barely ever encounter in real life settings. In line with recent calls for replicating or validating established cognitive biases in settings that are more realistic, we apply both moral licensing and moral cleansing in a setting, which closely resembles real-life situations. Hence, our study contributes to the advancement of behavioral economics by offering outcomes with a higher degree of ecological validity. Participants (N=121) were asked to indicate the maximum amount of money they were willing to donate (WTD) for an environmental organization and the maximum amount of money they were willing to pay (WTP) for a newly launched smartphone. In condition A, participants were first presented with the donation task (moral licensing); in condition B, participants were first presented with the purchase task (moral cleansing). Our results indicate that the moral cleansing effect is present. On average, participants who first indicate their WTP are subsequently more prone to donating money to an NGO. We could not observe a moral licensing effect at large.

Temperature can modulate how insects respond to environmental stressors, such as starvation. In this study, we examine whether and how the effects of temperature on starvation resistance depend on nutritional condition and developmental stages in Drosophila melanogaster. Starvation resistance decreased as the temperature exposed during starvation rose from 18 to 28 ̊C, which was mainly caused by warming-induced increase in energy expenditure. When exposed to warm temperatures during feeding, D. melanogaster accumulated more energy reserves and thus become more starvation resistant. The temperature experienced during the larval stage also had a significant effect on starvation resistance at adult stages, with those larvae raised at cold temperatures developing into adult phenotypes with reduced resistance to starvation. This study suggests that the effects of temperature on starvation resistance are highly complex and context dependent in D. melanogaster.

This article is focused on some scenarios of a third way for Jeju Peace Island for Koreas as one of provincial government. In 2002 and 2006, We suggest United Three States of Korea : South Korea, North Korea and Jeju Island Korea. But in real situation Korean government chooses the Jeju Special Self-Governing Province. After practicing it 11 years, Jeju islanders are complaining it is not enough for them to improve its autonomy to push its policies on its way without empowering main authorities to local province from central government. So, they wants more power through revision of Korean Constitution as same as State government of USA and Switzerland such as guaranteeing special status of Jeju government as Hong Kong of China. In our opinion, in a word, Jeju islanders want to become “ Jeju Peace Self-Governing Province,” for two Koreas.

In order to explore the similarities and differences among the "Petty bourgeois" factors in the various periods of Chinese film, this paper traces the evolution of the "Petty bourgeois" factors in the context of the Mao era, the Deng era, and the globalization era, respectively. First of all, under the Guidance of "Literature and Art Serving the Workers, Peasants and Soldiers" in the Mao era, film became a tool for propagating the ideology of class struggle. Elements of petty bourgeoisie literature such as "Individualism, Critical Realism, Sentimentalism" were abandoned and obscured in the film. The urban petty bourgeoisie was the main cinema audiences at the time, but it was not the subject of film creation. Second, in the era of Deng, as the reform of the social commodity economy, the traumatic literature film with the characteristics of "Individualism and Sentimentalism" was popular with the public. "Petty bourgeois" elements of literature and art abandoned by the Mao era began to return to the stage of history. Especially in the late 1980s, the "Wang Shuo Literature" movie, which depicts a special youth class in modern Chinese society, opened the prelude to the "new" Petty bourgeois era. Finally, with the return of Hollywood films to the Chinese market in 1995, Chinese films entered the era of globalization. Hollywood films produced a large amount of "new" petty bourgeois with the aesthetic taste of "Western middle class." With the rise of "new" petty bourgeois, films which expressed romance, rebellion, sentimental, comedy have become part of China’s diversified film market. Students and urban youth with “new” petty bourgeois character became the subject of the “new” petty-bourgeois films. The main body of Chinese film creation has taken a step closer to the image of a multi-faceted public image.

Professor Petersmann has developed a constitutionalization theory for IEL based on Western constitutionalism theory in conjunction with human rights law. However, there is a paradox in his theory considering that he stresses ‘legal pluralism’ on the one hand, while calling for a cosmopolitan conception of IEL on the other hand. The hypothesis of this paper is that there are no ‘universalizable’ principles and common constitutional principles that can guarantee the compatibility between the two. Petersmann’s three often-used keywords, ‘human rights,’ “principles of justice,” and “judicial protection of individual rights,” are clarified in the context of Chinese thought and China’s progressive integration into the world economy. This paper finds that Petersmann’s theory focuses on bottom-up individual struggles, whereas Chinese thought is characterized by top-down overall consideration. The value divergence between the goodness of human nature in Chinese thought and the evil of human nature in Western thought makes ‘legal pluralism’ an insurmountable obstacle to a cosmopolitan conception of IEL.

이 논문은 베니스 비엔날레 한국관 설립과 이후의 맥락을 고찰하며 한국관이 한국현대미술 과 세계미술의 공감대 형성과 문화적 코스모폴리타니즘의 확산의 장으로 구축된 과정을 살펴 본다. 한국미술계의 염원과 백남준의 적극적 개입으로 1995년 출범한 한국관이 1990년대 글로 벌 미술계의 변화와 베니스 비엔날레의 탈중심화 기조 속에서 한국미술에 미친 영향을 분석하 여 광주비엔날레의 설립과 이어진 국내 비엔날레 확산, 글로벌 미술의 포용뿐만 아니라 예술가 의 초국가적 활동과 초문화적 가치 수용으로 이어졌음을 밝힌다. 특히 그동안 한국미술의 주요 논리였던 민족주의와 지역성의 문제를 넘어 타문화와 소통하는 예술적 코스모폴리타니즘의 가 치를 수용하며 보편적인 ‘현대미술’을 지향하기 시작했다는 점을 강조한다.

This paper aims at finding some lessons applicable to successful implementation of ‘The 3D Printing R/D Project’ through both examining the process of adopting overseas industrialized housing production technological knowhow by home builders during the 1970's~1980's period and thereafter until now the various efforts to adjust the technologies efficiently to the Korea‘s unique situation. Some meaningful lessons can be summarized as follows; Ⅰ) Deep understanding of 3DP technological know-why along with its inheritance, Ⅱ) Readjusting of R/D period and goals(cf. Global leader Winsun's 15 years experiment), Ⅲ) Restructuring for more collaborative R/D B&E system among participating researchers Ⅳ) Fostering 3DP expert-engineers and technicians from the early stage, Ⅴ) Clearing legal barriers in users' adopting 3DP methods necessary, Ⅵ) Development of appropriate building material besides concrete. Therefore, it is highly recommended that the above-mentioned 6 lessons positively accepted and applied to the Research Implementation Plan in due course, especially by KICT consortium and KAIA under the guidance of Ministry of Land, Infrastructure and Transport.

This study analyzes the results of ten foreign language anxiety (FLA) research papers from the Korean post-secondary EFL context. Its aim is to identify some of the methodological limitations that persist in such research in an effort to influence the epistemological perspectives and methodological approaches of future studies. A comprehensive summary of the FLA-associated factors, variables, and pedagogical implications reported in the respective research papers is presented. Discussions include a critical analysis of the traditional cognitivist approach to FLA research, addressing issues associated with attempts to isolate and objectively quantify the cognitive states of the students. Highlighted is the argument that, when the socio-cultural dimension of language learning is adequately accounted for, many of the underlying assumptions inherent to traditional FLA research become inescapably problematic. The study concludes by emphasizing the need to adopt holistic, interpretive, and social constructivist research perspectives through which the dynamic and ever-changing nature of human activity can be more fully accounted for, and by which the pedagogical implications remain deeply entwined with, rather than detached from, the context in which the language learning activity takes place.

The current study investigated the usage of the bilingual Vocabulary Size Test (VST) within Korean EFL environment. Thirty-two university students with an intermediate to high proficiency participated in this study. The students were given a Korean bilingual version of VST and reported their official English scores. The findings of this study are as following: (1) The VST scores showed a significant relationship with students’ proficiency scores which indicates that students with a bigger size of vocabulary had a higher proficiency of English. (2) When VST scores were divided into each frequency level, no particular frequency band demonstrated a significant relationship with English proficiency. Also, the difficulty of each level did not show a consistent pattern. Based on the results of VST, the influence of Korean EFL environment such as loanwords and the test-oriented education system was discovered. This study provides implications for teaching vocabulary in EFL environment and suggests the need for developing of a vocabulary size test for Korean context.

The debate and struggle on traditional and simplified Chinese characters cannot be ignored in the context of Chinese international education. Standing on which Chinese Character teaching position should be considered on the features of this two characters systems and learner’s personal experience. Different positions will have different effects on Chinese teaching difficulties, the difficulty of Chinese teaching is the Chinese character, on this premise, the effects of traditional and simplified Chinese character to Chinese learning cannot be ignored especially. Based on the analysis of 3000 traditional and simplified Chinese characters, we draw the conclusion that the significantly decrease of simplified characters’ strokes is far priors the negative effects on characters’ motivation. Furthermore, we suggest that simplified Chinese characters should be chosen at the primary stage of TCSL globally.

Consumers process and evaluate products every day in an increasing number of diverse presentations of products and brands across shop environments. Although consumers may think to react to attributes of the products and the shop environments, there are many contextual factors that influence consumers’ responses. Both products presentation and shop environments differ in visual complexity and ease of processing. For example, products such as fragrances and eyeglasses considerably diverge depending on the visual presentation across multiple stores. Research on processing fluency (e.g., Reber et al., 2004; Winkelman et al., 2003) shows that the processing of any stimulus can be characterized by a variety of parameters that are nonspecific to its content. This stream of work suggests that any variable that facilitates fluent processing results in increased liking, and other positive evaluations. Recent work on context complexity (Orth and Crouch, 2014) suggests that people process a package more fluently when it is presented in a low rather than high complexity context. Further, research on contextual cues (Zhu and Meyers-Levy, 2009) shows that the extent of feature overlap between a context and a target object determines whether a person interprets the target related or not related to the contextual data. Accumulating research suggests that a deeper understanding of the way consumers process multiple contextual cues promises to shed light on our understanding of many areas of consumer research. Although visual appeal is itself multifaceted (Bloch, 1995), much of the current discussion with respect to visual cues does not consider the interaction of multiple shop environments. Given the importance of processing fluency and context effects, we examine the extent to which consumers positively elaborate cognitive processes in relation to product context complexity. Following research in psychology, fluency is the subjective experience of ease with which a person processes a stimulus (Reber et al. 2004). High fluency elicits a positive reaction. We predict that less complex contexts of the product will be easier to process and produce more favorable evaluations of the product. Further, research on contextual cues (Aggarwal and McGill, 2007; Meyers-Levy and Sternthal, 1993) shows that consumers better overlap contextual cues when cues are moderately congruent rather than low congruent. This suggests that consumers respond more favourably to moderate congruent shop environments. Studies Two studies tested our prediction that product context complexity across shop environments affects consumer’s processing fluency, liking, and product evaluation. In both studies, participants were provided with pictures of real products and shop environments. Images were manipulated to disguise brand names. Participants were recruited online through the platform Prolific Academic. Study 1 tested the hypothesized negative effect of product context complexity on processing fluency, and liking. The final section of the survey asked for personal information, including gender, age, and style of reasoning. These variables had no significant impact on the dependent variables of interest and were excluded from further analysis. In study 1, ninety participants (mean age = 34.20, 63 females) were randomly assigned to one of the two conditions (product context complexity: low vs. high). They viewed one randomly selected picture of cosmetics displayed on counter displays across two different stores. Cosmetics was chosen due to the large variance in products presentation across multiple retailers. In a pretest, 87 participants rated perceived complexity of the display to examine whether the display complexity differs across the two conditions. The manipulation was successful (Mlow = 2.32 vs. Mhigh = 3.68; F(1,85) =24.299, p < 0.001). Running one-way ANOVA with product context complexity as independent variable and processing fluency as dependent variable a significant main effect of the context complexity (M = 5.05 vs. M = 4.37; F (1,87) = 3.913, p < 0.05). To test our prediction that liking is mediated by processing fluency of product context complexity, a mediation analysis was conducted (PROCESS model 4: Hayes, 2014). Bootstrap estimation confirmed that processing fluency mediates the influence of product context complexity on liking (simple slope = 0.44, LLCI = 0.01, ULCI = 0.94). In study 2, our aim was to corroborate and extend study 1 findings by testing product context complexity in congruent and less congruent shop environments. One hundred seventy-seven participants (mean age = 35,31, 80 females) viewed one randomly selected combination of chocolate shop environments. As in study 1, we chose chocolate due to the large variance in products presentation across multiple retailers. Chocolate was displayed on tower displays (products context complexity: low vs. high), and matched with the overall in-store presentation of three chocolate shop environments (shop environment congruence: low vs. moderate vs. high). After processing the pictures, participants were asked to rate processing fluency, liking, and product evaluation. Similarly to Study 1, the final section of the survey asked for personal information, including gender, age, and shopping goal. Again, these variables had no significant impact on the dependent variables of interest and were excluded from further analysis. Two pretests confirmed that our manipulation of product context complexity (Mlow = 1.96 vs. Mhigh = 4.01, F(1,57) = 23.464, p < 0.001) and store processing fluency (Mlow = 3.50 vs. Mmoderate = 4.14 vs. Mhigh = 5.10, F(1,109) = 10.465, p < 0.005) were successful. Running a factorial ANOVA with processing fluency as dependent variable indicated a nonsignificant main effect of product context complexity. Shop environment congruence had a significant main effect (F(2,171) = 6.561, p < 0.005). Contrasts analysis revealed significant differences between the high congruence/context complexity condition and the low congruence/context complexity condition, and between the moderate congruence/context complexity condition and the low congruence/context complexity condition (all ps < 0.005). We then tested the prediction that processing fluency mediates the effects of shop environment congruence on liking and product evaluation through product context complexity as moderator. We used a moderated mediation analysis with the bootstrap PROCESS model 8: Hayes, 2014). There was a significant conditional indirect effect of shop environment congruence on liking though product context complexity in the high context complexity condition, b = -0.280, LLCI = -0.509, ULCI = -0.120. A similar estimation with product evaluation as the independent variable revealed that processing fluency mediated the relationship between significant shop environment congruence and product evaluation though product context complexity in the high context complexity condition, b = -0.375, LLCI = -0.631, ULCI = -0.153). Discussion Our findings demonstrated the influence of product context complexity on processing fluency and product evaluation. The results showed that less context complexity leads to an ease of processing. Study 1 confirmed the negative relationship between product context complexity and processing fluency. Further, study 1 demonstrates a mediation mechanism of processing fluency on liking. This result confirms prior work on processing fluency (Reber et al., 2004). Further. we extend previous work on visual complexity (Orth and Crouch 2014) by demonstrating that low congruence shop environments may influence consumer processing fluency. In study 2, we looked at how consumers respond to complex and less complex presentation of products in congruent and less congruent shop environments. Our results support research on contextual cues (Zhu and Meyers-Levy, 2009) by showing an interesting path of complex contextual cues. Complex contexts may affect consumer’s evaluation of products. This pattern is more pronounced in low congruent shop environments. Consumers may evaluate much less favorably visually complex contexts in low congruence shop environments than in congruent shop environment. Such behavior is due to the extent to which consumers overlap the shop environment and the target product. This research shed light on how consumers combine retail and product cues. By integrating research on processing fluency and contextual cues, our work allows a better crafting product design and retail strategies. Apart from the theoretical contributions, this research provides marketing manager with insights into how to develop easier to process shop environment for consumers. The results suggest that when products are presented with complex contexts, consumers respond less favorably to the visual appearance of their products. For retail managers, the results provide insight into why it might be especially difficult to process more complex settings of the products. The results suggest that to make a shop environment more favorable, managers have to find solutions to reallocate complex contextual cues of the products. This could be done through developing more congruent areas within the store. Given the growing importance of visual strategies in retailing, our research gives managers suitable solutions to allocate in-store resources.

Social interactions have been established as a means to help promotions and sales for manufacturers and retailers. Word-of-mouth (WOM), in particular, is proven to increase awareness and drive purchases. Given that small offline retailers have limited resources in marketing, online WOM can play a key role for their offline business performance. In this paper, we focus on two types of online WOM, public discussion and social referral, and study their generation processes by taking into account the multichannel context of both online purchases and offline consumption. To this end, we combine data from three sources: product (or deal)-level sales from a major deal site in South Korea, social interaction records collected by web crawling, and retail revenues at a district level from Korea National Statistical Office. We use a multivariate poison lognormal model to estimate three equations in the same structure with correlated errors, which only differs by the following dependent variables: number of product discussion, number of social referral, and the number of social coupons sold. Our empirical analyses suggest the following. First, the two types of WOM respond in opposite directions for the influencers in the multichannel sales context: the greater number of co-located online deals decreases public discussion but increases social referral. Next, the larger offline retail size increases public discussion, but has no significant effect on social referral. Finally, the results provide practical insights that small offline retailers can improve sales in the multichannel context by effectively managing the generation of different types of online WOM.

This paper aims to expand our understanding on the success factors of small businesses, which comprise of more than 90 percent of all businesses in U.S. in 2016. One of the most critical issues behind small business success is the competition, which becomes increasingly intense. Not only small businesses fiercely compete with larger competitors (e.g. Emergence of mega-retailers such as Wal-Mart has intensified the competition in the grocery industry, and, as a result, many mom and pop stores have gone out of business.), but also the competition against each other (i.e. competition between small businesses) becomes increasingly aggressive. Yet, the current literature in marketing have less investigated the issue of competition between small businesses, while issues on competition between small and large businesses have been somewhat explored. Another phenomenon in small business that has not received much attention is the competition between generalist and specialist firms. This phenomenon of specialist versus generalist competition is in fact frequently observed in many industries. Therefore, we study competition between small businesses, focusing on the competition between generalist and specialist small businesses. We examine how competitive intensity, as well as market environmental factors, affect the performance of small businesses. Specifically, we decompose the competitive intensity into two types, one between generalists and the other between specialists, in order to identify the differential effects of competition between generalist and specialist, and examine their impacts on the generalist and specialist performance. Given the research questions above, we develop the following hypotheses based on the past research in marketing. First, we expect competition has a positive effect on generalist performance, while we expect the opposite effect on specialist performance. We also expect that the effect of competition becomes weaker, as the competition becomes more intense. That is, the positive (negative) impact of competition on generalist (specialist) performance becomes less significant as there are more competitors in the market. We further expect that competition between the same type of businesses (e.g. between generalists) has a positive effect on their performance, while competition between the difference types (e.g. between generalist and specialist) has a negative effect on their performance. Moreover, we expect that market environmental factors have differential effects on the performance of generalist and specialist. To test the aforementioned hypotheses on the small business competition between generalist and specialist, we collected data from the health care industry on private physician practices (offices) in Korea. Out data contain, for each practice, monthly sales, number of doctors, number of nurses, type of practice, number of beds and zip code it is located in. We also have data on average consumer spending, average medical spending, percentage of patients over sixty years old for each zip code. Moreover, we have data on competition between the same type of offices (e.g. between generalists and between specialists) and competition between different types (e.g. between generalist and specialist). Note that our data collected from the Korean health care industry fit our research questions well. First, the majority of medical service providers in Korea are small private practices with an average number of two doctors, and the share of generalist and specialist practices are about half-and-half. Second, unlike the U.S. health care industry, generalist physicians in Korea usually practice a number of different fields, while specialist physicians focus on their own specialties. Third, patients in Korea do not usually distinguish between generalist and specialist offices, and they do not usually have a primary care physician. As a result, patients can easily switch between physicians, and in fact the switching is highly likely, as all medical information is centralized by government. Our main findings are as follows. First, we find that competition has a positive effect on generalist performance, while it has a negative effect on specialist performance. Specifically, we find that generalist benefits from competition with both generalist and specialist, while specialist suffers from the competition with both specialist and generalist. As competition becomes intense, meaning the number of physician offices increases, it would attract more patients to visit the area where physician offices are clustered (clustering effect), while it becomes easier for patients to switch from one to the other nearby offices. In particular, as generalist usually treats multiple fields (specialties), generalist tends to benefit from the patients who switch from specialist. In other words, generalists benefit from competition, as they free ride on clustering of physicians including specialists, while specialists would suffer from competition. Second, our findings show that as the competition becomes more intense, its effect on business performance becomes weaker. That is, a high level of competition weakens the benefits and damages imposed on the performance of generalist and specialist, respectively. When there are more physician offices to switch, the effect of free riding becomes weaker, as patients have more options to choose from. Thus, the benefit of generalist from free riding becomes weaker, as well as the negative effect on specialist performance. Moreover, our findings suggest that market environmental factors do influence the business performance. Specifically, the performance of both generalist and specialist improves as the number of doctors increases. However, an increase in the number of nurses has a different effect on generalist and specialist. Employing a larger group of nurses has a negative effect on generalist because it might cause the operation of the office to be less efficient. However, since specialist’s practice usually involves a more technical and sophisticated processes, a larger group of nurses could make the office more efficient having a positive impact on the sales performance. Similarly, we find the effects of other environmental factors have differential impacts on the performance of specialist versus generalist.

본 연구는 기업의 이사회 구조 및 이사의 특성이 연구개발투자에 미치는 영향을 파악하는데 목적을 두고 있다. 95개 한국 상장기업을 대상으로 실증 분석한 결과, 이사의 인구통계학적 특성이 기업의 연구개발투자에 유의미한 영향을 주는 것으로 나타나, 이사회 내 이사의 평균연령이 낮고 과학⋅공학 전공자와 해외학위 소지자가 많은 경우 기업의 연구 개발투자가 활발히 발생함을 알 수 있었다. 특히 이러한 영향은 사외이사 보다는 사내이사에 서 더욱 크게 발생하여 사내이사를 중심으로 이루어지는 한국의 이사회 운영을 짐작하게 하였다. 또한 이사회 힘의 강화는 전체 이사의 인구통계학적 특성이 연구개발투자에 미치는 영향력을 전반적으로 강화해주기 보다는, 사내이사의 인구통계학적 특성이 미치는 영향을 약화 시키는 것으로 나타났다.