The purpose of this paper is to explore underlying antecedents for inconspicuous luxury motivations by developing and testing a conceptual model under the self-concept mechanism with the influence of cultural capital. A questionnaire-based survey is used to collect data, and structural equation modeling is applied to analyze the data. Although growing interests in academia focus on the relationship between cultural capital and inconspicuous luxury, quantitative studies are scant. This research contributes to the literature by empirically investigating the impact of cultural capital in the relationship within the construct of consumers’ self-concept and inconspicuous luxury motivations.

본 연구는 지각된 위험과 브랜드 충성도의 관계에 집단주의와 위험회피 성향 등 문화적 차이가 어떠한 영향을 미치는지를 살펴보았다. 실증분석을 위한 표본은 한국의 서울과 미국 주요 도시에 거주하는 대학생으로 선정하였 으며, 집단주의와 개인주의, 위험회피 성향과 위험감수 성향의 문화적 차이가 지각된 위험과 브랜드 충성도에 미 치는 조절효과를 살펴보았다. 실증 분석 결과 지각된 위험과 브랜드 충성도의 부의 관계는 문화적 차이와 상관없 이 일관성 있게 나타났다. 그러나, 이러한 지각된 위험과 브랜드 충성도 간의 부의 관계는 집단주의 성향이 높은 소비자일수록, 또한 위험감수 성향이 높은 소비자일수록 더욱 크게 나타났다. 이러한 분석 결과를 통해 한국소비 자와 미국소비자 간의 문화적 가치관의 차이 즉 집단주의와 개인주의 그리고 위험회피성향과 위험감수성향의 차 이가 지각된 위험과 브랜드 충성도의 관계에 영향을 미치는 것을 확인하였다.

This paper attempts to bring the rather dated concept of Cultural Capital (CC) from the sociology literature to luxury retailing; it argues that Visual Merchandise Display (VMD) can enhance the consumers’ intentions to purchase luxury brands but this influence is stronger for consumers with higher CC than for those with lower CC. In particular, we develop a psychometric scale to measure CC and empirically and quantitatively investigate in two experiments the impact of VMD on consumer purchase intentions and the moderating role of CC. Walking first into TK Maxx and then into Harvey Nichols, one could assume that brand perceptions are affected not by the merchandise but rather by the store environment and particularly the way in which the products are visually presented to the consumers. In 2013, Karen Miller announced a substantial remodelling of its stores, including a change in their look to communicate ‘affordable luxury’ (Felsted, 2013). Although the luxury marketers seem to understand the importance of the display in influencing consumer perceptions, academics yet admit to knowing very little about the role of visual merchandising and display on the mechanisms of luxury brand consumption (Joy, Wang, Chan, Sherry, & Cui, 2014). Emerging research in the luxury retailing literature focuses on and explores qualitatively the role of ‘museological’ product presentation techniques in building and sustaining a luxury brand image (Dion & Arnould, 2011; Joy et al., 2014). However, till now, it has not considered that people can differ in their ability (i.e., ‘connoisseurship’) to decode and appreciate such display techniques, which often require substantial investment in fixtures, expensive materials, or complicated designs or architecture. This paper argues that the success of many newly introduced marketing communication techniques, including the tendency of contemporary branding to ‘subtly’ communicate the understated cleverness of a brand, can be subject to the consumers’ level of CC. CC refers to human culture and constitutes an individual characteristic that encompasses consumer’s intangible cultural assets and resources, such as knowledge, personality traits, and values, which manifest via consumers’ lifestyle choices and affect the way they think and act (Bourdieu, 1984; Blackwell, Miniard, & Engel, 2001). We argue that in luxury retailing, where ‘brand museums’ (Hollenbeck, 2008), ‘museological’ product presentation techniques or simply ‘museum like displays’ (Joy et al., 2014) and collaboration with contemporary artists and creative directors (Dion and Arnould, 2011) have been pointed out as new formats of in-store communication, CC can play a crucial role in explaining whether and how much consumers’ purchases can be actually affected. The marketing literature, to date, however, misses a contemporary continuous measure to assess consumers’ CC. In their effort to avoid limitations embedded in prior conceptualisations of CC— which mostly concern its supposed static and inherited nature (McQuarrie, Miller, & Phillips, 2013) —, many studies of consumer behaviour tend to assess CC qualitatively and set criteria to dichotomise a sample into two groups who are somewhat arbitrarily classified as people with either high or low CC; or, they only approximate CC by assessing the participants’ knowledge in a specific field of consumption, which is often a crude proxy for CC and pre-supposes the consumers’ interest-involvement in the investigated field of consumption (McQuarrie et al., 2013). For example, the literature on luxury brands tends to replace CC with fashion knowledge (e.g., Berger & Ward, 2010). Nevertheless, the researchers recognise this replacement as a limitation of their studies and a poor operationalisation of the concept of CC (Berger & Ward, 2010). The present research has three objectives. First, rather than dichotomising people into high and low CC groups, it acknowledges CC as a continuous variable and develops a contemporary psychometric scale to measure the extent to which people within the same culture differ in it. Second, it aims to provide a conceptual framework for understanding a set of mechanisms that explain how consumers’ purchase intentions for a luxury brand can be affected by specific VMD cues which are used for displaying it. Last and more importantly, we want to validate the newly introduced scale in a final experiment that tests whether the process whereby VMD indirectly increases the purchase intentions for luxury brands, depends positively on the consumer’s CC. The first study, which incorporates a qualitative inquiry as well as a purification and a validation study and uses multiple samples, succeeds in developing and validating a psychometric CC scale. In the second study, by conducting an experiment, we develop a model which explains how a combination of specific high-image VMD cues that form a museum-like display affects the consumers’ luxury brand purchase intentions by increasing consumers’ perceptions of luxury and by decreasing their perceived personal risk. This study’s model is, then, re-estimated in the final study after introducing into it the measure of CC. In this experiment, the strength of the basic relationships was found to be contingent on CC, suggesting that consumers with higher CC tend to be more strongly influenced by the store environment cues. Although we recognise that for many consumer behaviour studies in the marketing literature, consumers’ knowledge in fashion represents sufficiently well the concept of CC (e.g., Berger & Ward, 2010; McQuarrie et al., 2013; Parmentier, Fischer, & Reuber, 2013), we show that this might not be the case in the context of store atmospherics. In particular, we test the influence of both CC and fashion knowledge by introducing them together into the same model. Interestingly, CC is found to behave differently and to some extent oppositely to fashion knowledge in influencing consumers’ store-induced perceptions and purchase intentions for the luxury brand on display. The identification of specific VMD cues that form what the luxury retailing literature rather vaguely describes as a ‘museological presentation’ and the measurement of their combined effect as a ‘museum-like display’ on the consumer’s perceptions and behavioural intentions can have important implications for both the offline and online retailers. Our findings can also inform the contemporary brand communication methods, such as the brand’s representation in social media (e.g., in pinterest). Moreover, the measurement of consumer’s level of CC can allow brand managers and retailers to identify receptive segments and make more efficient resource commitments to VMD. Investment in VMD elements can then be better matched to the anticipated target market to avoid either over- or under spending on it. Sales forecasts can also become more accurate if CC could be assessed and considered along with the employed in-store and digital product presentation methods.

The objective of the study is to assess the effectiveness of guilt-decreasing appeals in reducing anticipated guilt toward a luxury vacation and not comprising happiness across two cultures with different values. The results have practical implications for designing global advertising strategies and execution using this emotional appeal.

Dictionaries are thought to be accurate and objective. In school, teachers often encourage learners to check up a Chinese dictionary to learn Han characters and their meanings. Unfortunately, dictionaries may not be as reliable as many of us expect. Not all Chinese dictionaries can provide consistent, unitary, neutral and universal definitions that stand outside of religion, politics, social changes, popular culture, etc. This is particularly obvious when it comes to Chinese words or/and terms that have been ‘hijacked’ by political propagandists. To illustrate our argument, in the poster, we collect and examine various word explanations and exemplary sentences of the Chinese term “解放” (Liberation) from several commonly used English-Chinese dictionaries. Comparisons are drawn between (1) printed and online English-Chinese dictionaries; (2) old and new English-Chinese dictionaries, and (3) English-Chinese dictionaries published in Hong Kong, Mainland China and Taiwan. As predicted, the Chinese term “解放” (Liberation) is interpreted and shaped differently, if not contradictorily across different dictionaries. The shifts in meaning are found to be most noticeable in the comparisons of dictionaries written and published in Hong Kong, Mainland China, and Taiwan. We believe that such shifts in meaning suggest not only cultural diversity, but also manipulations of Han characters and Chinese vocabulary. Despite the small scale of the comparative study, our research results reflect that dictionaries can be utilized as a tool for ideological purposes. It is strongly recommended that teachers and learners of Han characters use at least two dictionaries as reference, so that they can be more aware of hidden ideology, stereotypes, and cultural differences among different Chinese-speaking societies, which are crucial in understanding the culture and historical background while learning the language. Learning the language, after all, is a way to shed light on understanding cultures and the way of thinking behind the text.

이 연구는 인터랙션 선택 문제에서 국가(문화), 세대, 성별, 개인주의-집단주의 등의 변수에 따라 선택에 차이가 발생하는지를 파악하고, 나아가 그 차이의 원인을 고찰하고자 한 연구이다. 본 설문에서 조사한 인터랙션 선택문제는 휴대전화 SMS보관함의 삭제버튼을 눌렀을 때의 화면디자인, 소프트웨어 설치의 위험성을 경고하는 인터넷 경고창에 대한 대응, 수프 메이커 컨트롤패널의 유형 및 정보표현방식 선택으로 구성되었다. 한국인 639명을 조사한 1차조사와 중국, 일본, 네덜란드인 총 784명을 조사한 2차조사 데이터를 토대로, 교차분석 및 카이검정을 실시하였다. 그 결과 휴대전화 SMS보관함 삭제문제에서는 일본인은 '아니오'를 네덜란드인은 '예'를 더 많이 선택해, 불확실성 회피 성향이 인터랙션 선택문제에 영향을 미침을 시사했다. 인터넷 경고창 문제에서는 나이든 세대에 비해 젊은 세대가, 여성에 비해 남성이 적극적으로 설치하는 경향을 보였다. 컨트롤패널의 유형 선택에서 네덜란드인은 디지털형보다 아날로그형을 상대적으로 더 선호했다. 컨트롤패널의 정보표현방식 선택에서는 나이든 세대일수록, 또한 개인주의일수록 문자표현을 상대적으로 더 선호했다. 여러 변인들 중 국가(문화)가 가장 큰 차이를 보여 가장 의미있는 변수임을 확인하였다.

본 연구는 TV 드라마 시청에 영향을 미치는 문화적 요인에 대해 탐구한 것으로 한국에서 인기를 끌고 있는 미국 드라마와 기존 한국 드라마의 비교를 중심으로 접근하였다. 연구 표본으로 한국의 대학생들을 이용하였고 세부적인 문화 차원이 대학생들의 TV 드라마 시청 만족도와 드라마에 대한 태도에 어떻게 영향을 미치는지 알아보았다. 본 연구에 사용된 문화적 차원은 전통적으로 많이 사용되는 호프스테드의 권력거리, 개인주의/집단주의, 남성성/여성성, 불확실성 회피, 장기지향성 등의 5가지 차원과 개인들이 지니고 있는 한국적 문화 가치와 미국적 문화가치를 측정하여 이용하였다. 연구결과 불확실성 회피가 드라마 만족도와 드라마 태도에 영향을 미치는 핵심 변인으로 나타났고 문화적인 차원의 영향성은 TV 드라마의 장르에 따라 달라지는 것으로 나타났다. 이러한 발견점은 학자들은 물론 실무자들에게도 TV드라마 편성에 있어 문화적인 요인의 역할에 대한 시사점을 제공해주고 있다.

본 연구는 급수전('tap'과 'faucet'은 호환사용)의 종류에 따른 사용자의 조작방향에 대해 우리나라와 다른 나라의 문화적인 차이를 비교한 연구결과이다. 이를 위하여 우리들이 가정과 공공시설의 화장실이나 욕실 등에서 많이 사용하고 있는 냉 온수 일체형 레버형 손잡이 급수전과 냉 온수 분리형 손잡이 급수전을 선정하여 이의 열림 방향에 대한 스테레오타입을 파악하였다. 또한 본 실험결과와 다른 문화권의 자료를 비교하여 이의 차이를 규명함으로써 서로 다른

The purpose of this article is to examine the possibilities of Human Performance Technology (HPT) under the background of global economy. First, two kinds of culture, national culture and organizational culture are introduced and compared. Next, the impact of cultures on human learning and working performance is examined in the aspects of learning and training, management, and global cooperation. And then the article proposes different strategies for managing the factor of culture to achieve desired performance, including diffusion and adaption. In addition, it is considered that how the proposed strategies can be utilized for public education systems. Finally, further research agenda is addressed Living in a culture is like swimming in the water is for a fish: one does not recognize one’s basic cultural values and beliefs as being there. They are the water one swims in. Everything one does takes this water into account unconsciously (Addison & Wittkuhn, 2001, p. 16). Pushing harder and harder on familiar solutions, while fundamental problems persist or worsen, is a reliable indicator of nonsystemic thinking- what we often call the “what we need here is a bigger hammer” syndrome (Senge, 1994, p. 61).

As students, faculty, and professionals from China and America interact more frequently through face-to-face exchanges and through networking technologies they are more and more aware that cultural assumptions and values affect the ways they communicate and learn from each other. Unstated assumptions regarding individualism, competition, time, and authority tend to differ between American and Chinese cultures. These differences, in turn, have implications for creating effective technology -enhanced distance learning environments. Further research is needed on issues such as whether cultures that put heavy emphasis on the authority of the teacher and predispose learners towards the transmission model of learning, are less favorably disposed to existing distance learning models, and how novel models could meet these challenges.

Culture, as the sum of human knowledge, beliefs, ethics, laws, customs, etc., is always affecting the way people think, talk, live and work, and affect people's thinking and behavior. Different nationalities and regions determine that people in various countries and regions have different cultures, and even a country and a region have multiple cultures. Modern sports have been operating in a globalized economy. In the past ten years, the trend of international sports development has become more obvious. Sports has promoted the process of globalization by developing a global mass consumer culture. In the field of sports management, cross-cultural issues also arise, and the collision of different cultures is always of great significance to how to manage sports organizations. This article analyzes the cultural differences in the process of cultural and intercultural sports management, explores the issues of cultural conflict and cultural integration encountered in sports management, and combines sports management with crosscultural management strategies in the field of international commerce Corresponding approaches are put forwar.

본 연구는 예비유아교사의 문화성향에 대한 군집분석을 통해 자아존중감과 교직선택동기와의 차이를 살펴보기 위하여 수행되었다. 4년제 대학에 재학중인 예비유아교사 215명을 대상으로 설문조사를 실시하였으며, 이를 위계적 군집분석, K-means군집분석, 일원배치분산분석을 실시하여 분석하였다. 그 결과에 따르면 첫째, 예비유아교사의 문화성향의 유형은 4개의 집단으로 구분되었으며 그 특성을 반영하여 ‘집단중심 문화성향군집’, ‘낮은 집단중심 문화성향군집’, ‘혼합적 문화성향군집’, ‘수평적 개인중심 문화성향군집’으로 명명하였다. 둘째, 예비유아교사의 문화성향유형에 따른 자아존중감의 차이를 살펴본 결과, 자아존중감은 문화성향 군집유형에 따라 유의미한 차이가 있는 것으로 나타났으며, 사후검증결과 ‘수평적 개인중심 문화성향군집’은 유의미한 수준에서 ‘낮은 집단중심 문화성향군집’ 보다 자아존중감이 높은 것으로 나타났다. 셋째, 예비유아교사의 문화성향유형에 따른 교직선택동기의 차이를 살펴본 결과, 교직선택동기 중 능동적 동기와 수동적 동기는 문화성향 군집유형에 따라 유의미한 차이가 있는 것으로 나타났으며, 사후검증결과 ‘집단중심 문화성향군집’은 유의미한 수준에서 ‘낮은 집단중심 문화성향군집’ 보다 능동적 동기가 높은 것으로 나타났다. 예비유아교사의 자아존중감과 교직선택동기가 문화적 가치와 어떻게 서로 관련하는지를 살펴보는 과정을 통해 문화성향에 대한 새로운 접근을 시도하여 다양한 이해의 틀을 제공하였다는 의의를 가진다.

This study discusses several issues which are very important in worldwide mergers and acquisitions, such as cultural differences, culture clashes, operating results and financial quality. A case of SAIC Motor's acquisition of Ssangyong Motor is examined. For this study, 20 financial ratios are used to calculate the financial quality of SAIC in the post-acquisition integration. The result shows that cultural differences possibly have a negative effect on post-acquisition integration and cultural clashes are the root cause of the financial quality plummet. The suggestions are also provided that top managers should pay much more attention to the negative effects of cultural clashes and strengthen cultural integration.

동양과 서양은 과거에서부터 현재까지 서로의 문화적 차이를 인정하며 각자 발전을 추구 해왔다. 최근 인터넷 등의 영향으로 이러한 문화적 경계의 구분이 완화되어가고 있다. 그러나 수세기동안 각자의 문화권에서 발전을 이루어 왔던 보이지 않는 차이는 존재 한다. 따라서 디자인의 원천적인 소스는 다르다고 할 수 있다. 그중 우리가 주목해야 할 것 중의하나로 서양에서는 건축가가 가구를 직접 디자인하는 경우가 많다. 이런 현상은 과거에서부터 현재 까지 이루어지고 있다. 그러나 동양에서는 가구는 가구디자이너가 건축은 건축가가 따로 디자인하는 것이 일반적이다. 동서양이 문화적, 경제적으로 교류가 활발해진 최근에도 이런 관행은 지속되어가고 있다. 이는 분명히 역사적으로 특별한 계기가 있었으리라 추정할 수 있다. 연구의 절차로는 문화형성과 디자인의 체계, 건축과 가구의 연계성에 중점을 두었다. 연구하다 보면 표면적으로는 드러나지 않지만 동양과 서양의 오랜 관습과 문화를 바탕으로 디자인의 영역이 구분되어 왔다는 것을 알 수 있다. 이러한 현상이 현재의 디자인에도 영향을 미치고 있다는 점을 알 수 있을 것이다. 결과적으로 향후에는 가구디자인 분야가 건축, 인테리어 등 다양한 분야와 조율되어 발전시킬 수 있을 것이다. 동양과 서양의 문화적 차이에 의한 디자인과 관계된 다른 사례도 많이 있을 것이지만, 이번 연구를 기반으로 추후 유사한 맥락에서 연구할 분야가 많을 것으로 보여 진다.

Korea companies in China often encounter a series of problems such as Chinese employees frequent job quitting，antipathic to authoritarianism management in Korean companies, mistrust and labor disputes caused by increasing labor disputes and etc. through a deep analysis I found the root to these questions is the cultural differences between China and Korea. Traditional korean culture emphasizes community consciousness, the features of which are authoritarianism, collectivism, and exclusivecronyism. in addition, hierarchical army culture has great impact in Korean society and culture, therefore, Korean companies are featured as collective communities with clear hierarchical employment system. different from korea, as enforcing Communist Party and collapse of feudal Confucianism, hierarchy culture emphasizing differences between gender, age and social level is diminishing, instead, equal consciousness is growing,"everyone is equal" is greatly emphasized in human relations. Korean companies in China needs to get rid of Korean-centered thinking mode and rethink more about Korean way of management, which means to improve parental authoritarian management and use "democratic" management fitting Chinese present situation. creating equal working environment and enhancing democratic communication is important in decreasing cultural differences and increasing humane trust. therefore effective human resources management can be realized.

Being influenced by the Asian Confucian culture, both China and Korea share the astonishing cultural similarities, but there still exist many cultural differences between the two countries, and the cultural differences have a great significance on the interpersonal and social communications between China and Korea. To avoid the communication disorders, communication misunderstandings or even cultural conflicts, this article compares the Korean superficial culture with the Chinese superficial culture, it also provides detailed research and analysis on many aspects of cultural differences such as subject and object thinking habits, the symbolic meaning of colors, etiquette and custom, address culture and cultural meaning of number.