본 연구는 최근 청소년에게 SNS상에서 일어나는 디지털 성범죄 문화 가 단순한 놀이로 취급되는 것에 주목하였다. 청소년기 부모는 디지털 성범죄 가해와 피해 모두 보호 요인으로 설명되지만, 디지털 성범죄 피 해는 가해로 이어진다. 따라서 부모의 양육태도와 디지털 성범죄 가해의 관계에서 디지털 성범죄 피해의 매개효과를 살펴보고자 한다. 연구목적 을 규명하고자 548명의 청소년을 대상으로 인과관계를 파악하고 매개효 과 검증을 위해 부트스트랩을 하였다. 연구결과 첫째, 부모의 양육태도가 좋을수록 디지털 성범죄 가해를 낮추었으나 통계적으로 유의미하지 않았 지만, 디지털 성범죄 피해에는 유의한 영향을 미치는 것으로 나타났다. 둘째, 디지털 성범죄 피해가 높을수록 디지털 성범죄 가해는 증가하는 것으로 확인되었다. 마지막으로 매개효과를 살펴본 결과 부모의 양육태 도와 디지털 성범죄 가해의 관계에서 디지털 성범죄 피해는 완전매개하 였다. 연구결과에 근거하여 학술적, 실무적 시사점을 제시하였으며, 한계 점을 바탕으로 후속연구를 위한 제언을 하였다.

연구의 목적은 청년이 지각하는 청년정책 인지도와 정책태도와의 관계 에 있어 정책효능감의 매개역할을 규명하는 것이다. 연구결과는 다음과 같다. 첫째, 청년의 정책인지도가 정책태도의 관계에서 정책효능감의 매 개효과를 분석한 결과, 정책인지도가 정책효능감을 경유하여 정책태도에 영향을 미치는 간접효과가 통계적으로 유의미한 것으로 나타났다. 즉, 청 년인지도가 정책효능감을 향상시키고, 정책효능감은 긍정적인 청년태도 를 갖게 한다. 둘째, 전남지역 청년정책의 인지도를 파악한 결과, 청년의 정책인지도는 낮은 수준이며, 그중 참여·권리분야의 인지도가 가장 낮았 다. 연구의 시사점을 다음과 같다. 첫째, 청년정책의 실시할 때 정책효능 감 향상을 위한 방법들이 효과적이며, 청년이 긍정적인 정책태도를 갖게 하기 위하여 정책효능감을 향상시켜야 한다. 둘째, 청년의 정책인지도가 정책효능감에 영향을 미치므로, 정책인지도와 정책효능감을 향상시켜 정 책에 대한 긍정적인 태도를 갖도록 해야 한다. 이에 따라 본 연구는 청 년정책의 효과적인 개발 및 적용을 위한 특정 정책 영역과 특정 청년 집 단을 고려하는 중요성을 강조하며, 정책효능감 강화를 위해 구체적인 지 원이 필요함을 시사한다.

This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword “vegan fashion” were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

The study aimed to investigate the factors influencing genderless fashion preferences. The questionnaires were collected from men and women participants aged 20 to 49 living in Seoul City and Gyeonggi Province. Data analysis involved factor analysis, t-test, ANOVA, and regression analysis. The findings revealed that genderless fashion preference comprised four factors, namely individuality pursuit, deviation from norms, fashion pursuit, and social recognition pursuit. Self-esteem encompassed two factors positive self-esteem, and negative self-esteem. while sociocultural attitude toward appearance consisted internalization, and awareness. Second, positive self-esteem significantly influenced individuality pursuit and deviation from norms in genderless preference factors. Third, sociocultural attitude toward appearance had a significant effect on genderless fashion preference, with awareness particularly exerting a significant effect on individuality pursuit, fashion pursuit, and social recognition pursuit. Fourth, genderless fashion preferences exhibited differences based on gender role identity in factors such as individual pursuit, norm avoidance, and trend pursuit. Lastly, demographic characteristics such as age, education, occupation, and monthly income revealed significant differences in genderless fashion preferences. From the results of the study, it was found that consumers perceived individuality pursuit, fashion pursuit, and social recognition pursuit as important influencing factors of genderless fashion preferences. In addition, it is necessary to create an independent brand identity by developing various items to express consumers’ individuality, differentiated brand concepts from other brands, and store displays.

중년기에는 실존하는 죽음에 대해 더욱 고차원적인 인식을 갖춘 채로 다음 세대를 이끌고 돌봐주려는 일반적인 관심과 자신의 사후에도 지속 되어야 하는 사회를 위해 개인적·공적차원에서 기여하는 능력을 발휘하 게 된다. 그럼에도 불구하고 정서적 빈곤, 갱년기, 질병 등으로 인한 심 리사회적 위기와 죽음불안을 경험하게 되면서 죽음에 대한 긍정적 태도 와 삶의 희망에 위협을 받게 된다. 중년기에 경험하는 가장 큰 문제인 정서적 불안은 죽음과 관련된 정서적인 반응으로 죽음에 대한 부정적 감 정은 극복하고 해결해야 할 과제이다. 그동안 죽음에 대한 태도와 삶의 의미는 죽음을 삶의 일부분으로 받아들이는 수용적 태도를 포괄하는 개 념으로 중년기의 위기 중 죽음에 직면하는 것은 삶의 의미를 발견하는데 매우 중요한 요인으로 강조되고 있다. 이에 본 연구에서는 1886년 발표 된 세계적 문호이자 대사상가인 톨스토이의 작품으로 삶과 죽음의 진실 한 의미를 담고 있는 『이반 일리치의 죽음』을 중심으로 중년기의 죽음에 대한 태도와 삶의 의미를 분석하였다. 텍스트를 분석한 결과, 죽음에 대한 태도와 삶의 의미는 중년기 삶의 희망을 위협하는 정서적 불안을 강화하 는 요인으로 작용할 가능성이 매우 높은 것으로 나타났다. 이러한 결과를 바탕으로 중년기의 죽음에 대한 태도와 삶의 의미를 강화할 수 있는 방안 을 논의하였다.

This study examines the effect of cosmetic certification marks on consumer behavior. The underlying objectives of this study are threefold. First, it explores whether the certification mark inserted into the cosmetic package—such as marks denoting quality assurances, ethical practices (specifically, pertaining to animal testing), and recycling packaging—affects consumer responses. Second, it investigates whether a higher number of certification marks leads to heightened positive consumer responses. Third, it analyzes the potential moderating effect of consumers’ certification mark knowledge on the relationship between certification marks and consumer responses. In the pretest, certification marks with higher recognition were selected as stimuli, and a survey involving a total of 550 male and female consumers was conducted. The collected data were analyzed through ANOVA and post-hoc tests. The findings of this study confirm a significant difference in consumer responses to products based on the certification marks inserted in the cosmetic packaging. Compared to clusters without a certification mark, groups with two or more certifications (recycling certification + ethics certification, recycling certification + quality certification, recycling certification + ethics certification + quality certification) exhibit significant consumer responses. Second, more certification marks did not result in an increase in positive consumer responses. Third, a moderating effect of consumers’ cosmetic certification knowledge on the certification mark-consumer response relationship was not found. The findings of this study have implications for developing product promotion strategies that leverage cosmetic certification marks as a marketing tool.

본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구 매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료 처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분 석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋 째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

본 연구목적은 청소년의 인권인식에 미치는 의사결정시 부모태도, 학 교생활만족도, 자아존중감 변인 간의 구조적 영향관계를 확인하는 것이 다. 한국청소년정책연구원에서 시행한 「아동·청소년 인권실태조사」의 2020년 청소년인 고등학생 2,994명을 연구대상자로 선정하였다. Stata 16을 활용하여 빈도분석, 기술통계, 상관관계분석, 구조방정식 모델 분석 을 수행하였다. 첫째, 청소년의 의사결정시 부모태도는 자아존중감과 인 권인식에 유의한 정적인 영향을 주었다. 둘째, 학교생활만족도는 자아존 중감과 인권인식에 정적인 영향을 미쳤다. 셋째, 자아존중감은 인권인식 에 유의한 정적인 영향을 미치는 것으로 확인되었다. 넷째, 의사결정시 부모태도는 자아존중감을 부분매개로 하여 인권인식에 정적인 영향을 주 었고, 학교생활만족도는 자아존중감을 부분매개로 하여 인권인식에 정적 인 영향을 나타내었다. 본 연구는 청소년의 인권인식 증진을 위해서 교 육적 경험 측면에서 청소년들에게 무엇이 필요하고 어떠한 제도가 교육 현장에서 시행 및 개선되어야 하는지 고민 및 논의하였다는 관점에서 의 미가 있다고 사료된다.

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

In ethical consumerism, the issue of ethical attitudes not translating to ethical behaviors has been highly debated. While previous studies attribute this attitude-behavioral mismatch to the lack of education, hypocrisy, or low commitment, we propose a novel approach of applying Moral Foundation Theory (MFT) to account for the phenomenon. MFT identifies two dimensions of morality: individualizing moral foundations (INDI) which focuses on justice and harm, and binding moral foundations (BIND) which emphasizes authority and loyalty. Using responses from more than 4,000 consumers from four culturally and regionally diverse markets, we investigate the differing roles of moral foundations in response to a scenario on a sweatshop issue of a supplier whose factory is in a developing country. We use the mediator-moderator model of MFT-anticorporate attitude-boycott behavioral intention sequence to examine the differing role of INDI and BIND. Our results show that INDI and BIND are both positively related to anticorporate attitude; However, BIND is negatively related to boycott behavioral intention while INDI is positively related. That is, consumers with a strong BIND may show an attitude-behavioral mismatch although they are highly ethical.

Given the conundrum of moral washing in CSR communication, this research examines the effectiveness of narrative richness using storytelling in marketing. In the process, the moderating role of moral imagination is further explored. An online experiment with a 2 (Narrative Richness: High vs. Low) x 2 (Moral Imagination: High vs. Low) between-subjects factorial design was conducted with two well-known companies (Shell vs. Facebook) suffered from a reputation crisis as the target brands. The results (N = 287) showed that the effects of narrative richness on consumer responses, including positive emotion, negative emotion, and behavioral intention, were significant for Facebook whereas its effect on positive emotion was significant for Shell. Most importantly, the two-way interaction between narrative richness and moral imagination on attitude toward the brand was significant for Shell, indicating that the effect of narrative richness on attitude toward the brand was augmented by moral imagination. In other words, consumers with high moral imagination view narrative-rich messages with virtuous thoughts to figure out the conundrum of CSR communication for the company, and vice versa. Theoretical and managerial implications are discussed.

Digital fashion represents key technologies for the online environment, and it has been used as a new marketing strategy for the fashion industry. As consumer digital experience has been diversified, research on the effect on consumer attitudes and behavior toward digital fashion needs to be investigated. This study examines the effect of visual tactile and presence of VR fashion stores on consumer attitude via consumer surveys. Visual tactile and presence positively influence consumer experience which includes fantasy, feeling, and fun. In addition, these three experiences positively affect consumer attitude. The moderating effect of cyber motion sickness is discussed. Academic and practical implications for digital fashion are provided.

The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

A ‘brand’ metaverse is a virtual space where customers experience the brand via digital avatars. With the advancement of augmented and virtual reality technologies, a brand metaverse is an important medium for communicating the brand with customers. In this study, we focus on the resemblance between a customer’s self and his/her avatar (i.e., self-avatar resemblance) in the brand metaverse and examine its influence on brand attitude. Prior studies examine self-avatar resemblance exclusively in non-brand-related virtual gaming platforms and test its effect on identity perception and immersion in the platforms. However, few studies probe the extent to which self-avatar resemblance influences customers' exploration in a brand metaverse and their attitude toward the brand. We fill this research gap by uncovering the positive effects of self-avatar resemblance on brand attitude and purchase intentions. Moreover, we proffer that the customers’ engagement toward the brand metaverse platform mediates the relationship between self-avatar resemblance and brand attitude. In addition, based on the interactive nature of metaverse, we hypothesize copresence―the number of avatars exploring the brand metaverse at the same time―to be a moderator, which strengthens the mediation. We conduct an experiment using a fashion brand’s virtual world positioned in a popular metaverse platform. In this experiment, participants create an avatar and freely roam around in the brand metaverse with their avatars. By reviewing the screen recording of each participant’s brand exploration in the metaverse, we measure self-avatar resemblance and other constructs. We also collect responses from questionnaires designed to measure attitudinal and behavioral variables. With the accumulated data, we test the hypotheses using partial least square structural equation model and find the results largely consistent with the hypotheses. With the findings, we provide important and interesting implications to marketing practitioners considering and doing ‘metaverse marketing.’

This study constructs a model to predict ad attitude when AI influencers act as ad endorsers. In the results, search products and rational ad appeal have more positive ad attitude, perceived empathy and perceived expertise as mediator. These three variables can be reinforced by the consistency of ad appeals and product categories.

The use of artificial intelligence (AI) service robots is on the rise. With service frontlines gradually shifting to human–robot interactions, the question of whether AI robots should be humanlike or machinelike has emerged. While many firms use robots that resemble humans in their appearance and actions, others use machinelike robots, assuming that very humanlike robots may lead to uncanny valley effects. There is no consensus on whether the anthropomorphism of service robots facilitates or constrains consumers’ experiences. To fill this gap, this article examines when and how service companies should use anthropomorphic AI service robots.

This study aims to integrate the protection motivation theory (PMT) model and attitude to explore the factors influencing consumers’ usage behavior toward online food delivery platform services (OFDPSs) during the COVID-19 pandemic. The utilitarian value and hedonic value of OFDPSs, which may influence consumers’ attitude, were also included in the integrated research model. This study collected a total of 384 participants who are with experience in using OFDPSs during the COVID-19 pandemic in Taiwan for analysis