This research study aimed to examine the seriousness related to sodium over intakes that is becoming a global issue, evaluate how the recognition of sodium-reduced products and its acceptance can influence the intention of purchasing sodium-reduced products, and generate basic data for establishment of marketing strategy of campaigns such as reducing sodium intake and commercialization of sodium-reduced products. According to the results of the research, the acceptance of sodium-reduced products significantly influenced the purchasing intention of sodium-reduced products, while the attitude towards sodium and recognition of sodium did not significantly influence the purchasing intention of sodium-reduced products. Extension of these research findings to ordinary people and the analysis of main causes that affect the recognition of sodium-reduced products and purchasing intention provide a solid basis for efficient sodium-reduction publicity and development of directions for campaigns.

The main purpose of this paper is to find the etic dimensions of beliefs towards comparative advertising (CA) and to test their relationship with global attitude and acceptance of CA in a cross-cultural setting. Samples from four linguistic and cultural different countries were used: Austria, Canada, China and Peru. The research instrument was an online questionnaire. Results uncovered three main etic belief dimensions: truthfulness and deceitfulness as societal (micro) variables, and product information as personal (micro) variable. Invariance tests indicate that the items comprising the scales proposed to measure CA beliefs, global attitude and acceptance of CA possess equivalence across the four countries. Our model shows that beliefs indirectly affect acceptance of CA, which is mediated by global attitude toward CA. Results reveal similarities and differences across countries on the magnitude and importance of the beliefs and global attitude total effects upon acceptance. Finally, results are analyzed vis-à-vis the Hofstede’s national cultural dimensions, which indicate that uncertainty avoidance and individualism/collectivism help to explain the main differences across the countries.

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.

본 연구에서는 개인의 성격적 차원 가운데 하나인 권위주의 성격과 무조건적 자기수용을 제시하 여, 권위주의 성격 및 무조건적 자기수용과 다문화태도와의 관계를 살펴보고자 하였다. 더 나아가 권위주의 성격과 다문화태도와의 관계에서 무조건적 자기수용의 조절효과를 확인하고자 하였다. 이 를 위해 서울과 경기도의 직장인 258명을 대상으로 하여 권위주의 성격, 무조건적 자기수용, 다문화 태도 설문지를 실시하였다. 연구 결과를 살펴보면, 첫째, 권위주의 성격과 무조건적 자기수용은 다문 화태도와 유의하게 관련되었다. 즉, 권위주의 성격이 강할수록 다문화태도가 부정적으로 형성되며, 무조건적 자기수용을 많이 할수록 다문화태도가 긍정적으로 형성되었다. 둘째, 권위주의 성격과 다 문화태도와의 관계에서 무조건적 자기수용의 조절효과가 유의하게 나타났다. 즉, 권위주의 성격이 강한 사람이 무조건적 자기수용을 많이 할 경우 다문화태도를 부정적으로 형성하지만, 권위주의 성 격이 약한 사람이 무조건적 자기수용을 많이 할 경우에는 다문화태도를 긍정적으로 형성한다는 것 을 발견할 수 있었다. 이러한 연구 결과를 통해 다문화에 대한 부정적인 태도를 변화시킬 수 있는 방법을 모색할 수 있을 것이며, 다문화 교육과 프로그램 개발을 위한 기초 자료로서 활용할 수 있을 것이다. 주제어: 권위주의