Due to the global climate change, Korean peninsula is has been experiencing flooding and drought severely. It is hard difficult to manage water resources sustainably, because due to intensive precipitation in short periods and severe drought has increased in Korea. Reused water from the wastewater treatment plant (WWTP) could be a sustainable and an alternative water source near the urban areas. In order to understand the patterns of water reuse in Korea, annual water reuses data according to the times and regional governments were investigated from 2008 to 2019. The reused water from WWTP in Korea has been mainly used for river maintenance flow and industrial use, while agricultural use of water reuse has decreased with time. Metropolitan cities in Korea such as Seoul, Busan, Daegu, Ulsan, and Incheon have been mainly used reused reusing water for river maintenance flow. Industrial water reuse has been limitedly applied recently for the planned industrial districts in Pohang, Gumi, Paju, and Asan. By using the collected annual water reuse data from the domestic sewerage statistics of sewerage, the optimistic and pessimistic future estimations of for future annual water reuse were suggested from 2020 to 2040 on a five year interval for every five years.

본 연구는 코로나 바이러스로 인해 형성된 부정적 생각이 비디오 게임 캐릭터의 마음읽기에 미치는 영향을 분석하였다. 의인화의 이론적 배경을 바탕으로 코로나 19 상황에 대한 부정적 생각은 비디오 게임 캐릭터의 감정, 인지, 의도를 읽는 경향을 더욱 강하게 만든다는 가설을 설정하였고, 온라인 실험(N = 486)을 통해 해당 가설을 검증하였다. 실험 참여자들은 우선 코로나 19에 관한 다양한 온라인 메시지를 읽고 앞으로의 코로나 19 상황이 얼마나 나빠질 것인지 예측하였다. 이후 참여자들에게 비디오 게임 캐릭터의 이미지를 보여 주고 해당 캐릭터가 감정, 인지, 의도의 마음 상태를 얼마나 갖고 있는지, 해당 캐릭터에 대한 호감도와 비인간화 정도는 얼마나 느끼는지 응답하도록 하였다. 분석 결과 코로나 19의 부정적 생각이 강한 응답자일수록 캐릭터로 부터 감정과 인지, 의도의 마음 상태를 더 강하게 인지하였다. 또한 부정적 기대는 비인간화 정도와 양의 관계를 보여 부정적 감정의 전이를 확인하였다. 보다 중요하게, 캐릭터의 마음읽기는 호감도와 양의 관계를 보이고 있어 코로나로 인한 부정적 생각은 비디오 게임의 즐거움을 높일 가능성이 있음을 보였다.

Over the course of the past decades, technological advancements accompanied a plethora of new types of data and consumer insights (e.g., Erevelles, Fukawa, & Swayne, 2016). Companies value opportunities provided by the availability of large data sets for their business strategy. Customers, however, are wary, as these analyses require the collection and storage of large amounts of personal information. Therefore, it is vital for companies to understand what customers perceive to be fair with regard to their personal data (e.g., Malhotra, Kim, & Agarwal, 2004). However, research still lacks deeper insights into customers’ expectations of fair data handling (Marketing Science Institute, 2016). Yet, only few studies have covered the field of expectations regarding fair data collection and use (Earp, Antón, Aiman-Smith, & Stufflebeam, 2005; Milne & Bahl, 2010). Importantly, however, previous studies have frequently neglected how companies’ fulfillment of customers’ expectations translates into subsequent consumer behavior. Moreover, we have yet to understand if companies’ actual behavior meets customers’ expectations. Grounded on psychological contract and justice theory, we investigate how customers want their data to be handled and in which ways they want to be informed about its usage, while also exploring how customer expectations translate into subsequent behavioral intentions. Additionally, we shed light on current company behavior, thus analyzing if customers’ expectations of fair data collection and usage are aligned with company perspectives. Responding to calls for a mixed methods approach in business research (e.g., Harrison, 2013; Woodside, 2010), we undertook qualitative and quantitative studies to address our research goals. In Study 1, we conduct in-depth interviews with customers and experts to gain an overview of customer expectations with regard to fair data collection and usage. Based on these findings, we conducted a quantitative study (Study 2) investigating each of the customer expectations identified in the prior study. The findings of Study 2 reveal that customers expect a simplification of privacy statements as well as easier control options for their data. Moreover, customers are willing to switch to a competitor, if it better fulfills expectations. Study 3 applies a content analysis of company homepages and privacy statements. Aligning the results from Study 2 and Study 3, we demonstrate that companies currently do not sufficiently meet customers’ expectation of fair data collection and usage.

Building on a sociological perspective, this study empirically examines how transformation expectations relate to conspicuous consumption and impulse buying by comparing Eastern (Thai) and Western (U.S.) consumers to scrutinize how consumers from completely different cultural and economic profiles diverge from each other with respect to their product/service expectations and their purchase and consumption tendencies. While Thailand represents a small developing economy, the U.S. denotes a large developed nation. Furthermore, Thai culture is characterized by a relatively high uncertainty avoidance, large power distance, femininity, and collectivism, whereas American culture is viewed as an individualist, masculine, risk-taking, and small power distance one (Hofstede, Hofstede & Minkov, 2010). The relationships set forth in this study are woven together based on the expectations states theory (EST), which generally bridges consumers’ expectations with their actions (i.e., the behaviors of buying impulsively and consuming conspicuously in this study). Our focal construct, transformation expectations, is treated as a second-order construct, consisting of four dimensions: “self-,” “relationship,” “hedonic,” and “efficacy” transformations. We postulate that transformation expectations positively influence conspicuous consumption and impulse buying, and that the relationships are moderated by culture. The data were collected from consumers in Thailand and the U.S. using a self-administered survey by means of quota and purposive sampling techniques. Our final sample size consists of 347 Thai consumers and 320 American consumers. The findings in this study show support for all hypothesized relationships. Both Thais and Americans tend to consume more conspicuously and purchase more impulsively when they have higher expectations that a product enables them to transform their lives. Surprisingly, the test of the moderating effect of culture showed a stronger relationship amongst Thai consumers. This finding contradicts to previous empirical evidences suggested in the literature. Future study thus should replicate and/or extend this study to confirm and validate the results so that appropriate marketing strategies can be tailored to fit diverse groups of consumers across the globe.

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This study was conducted to establish basic data to improve the service quality of the Korean food service industry by evaluating the experience that Chinese tourists have at Korean restaurants. To accomplish this, we analyzed the common dining out style of Chinese tourists and how their expectations were influenced by the Korean culture and movies and dramas. We then compared the customer satisfaction of Chinese tourists before and after visiting Korean restaurants. The results of this study suggest that advertising of the Korean culture and movies and dramas to Chinese who dine out on a regular basis should be accelerated. In addition, the Korean food industry must develop distinct marketing strategies and improve the food menu and service to satisfy Chinese tourists who visit Korea often.

이 연구는 대학 신입생을 대상으로 그들이 지각하는 역량과 학습기대에 따라 유사한 특성을 갖는 잠재집단이 도출되는지 탐색하고, 잠재집단 간 학습참여의 차이가 나타나는지를 확인하고자 수행되었다. 이를 위해 한국교육개발원의 대학생 교수학습 과정 조사(NASEL) 자료를 활용하여, 2019년에 광주 지역 S 대학에 입학한 남녀 신입생 497명을 분석대상으로 잠재프로파일분석을 실시하였다. 연구결과는 다음과 같다. 첫째, S대학의 신입생은 3개의 잠재집단이 도출되었으며 첫째 집단은 역량-학습기대 높은 집단, 둘째 집단은 역량-학습기대 보통 집단, 셋째 집단은 비인지적 역량-학습기대 낮은 집단으로 명명하였다. 둘째, 잠재집단 간 학습참여는 통계적으로 유의한 차이가 나타났다. 역량에 대한 지각과 학습기대가 높은 신입생 집단일수록 인지적 참여(능동적⋅협력 적 학습활동), 정서적 참여(수업만족도, 교육지원서비스만족도), 행동적 참여(수업참여, 교수/동료 와의 상호작용, 교육지원서비스 활용)가 높았으며, 특히 비인지적 역량과 학습기대가 낮은 신입생 집단은 학습참여가 모두 낮은 것으로 나타났다. 이러한 연구결과에 근거하여 대학 신입생의 학습 참여 신장을 위한 교육적 시사점을 논의하였다.

The paper examines social entrepreneurial intention through outcome expectations. The proposed model incorporates outcome expectations from social cognitive career theory and theory of planned behaviors. The study also introduces a scale for outcome expectations in social entrepreneurship, including solving social problems, innovation, family tradition of social involvement, meaning in life, prestige and social recognition, competitive and favorite job and wealth. A survey of 279 students was conducted through face-to-face structured interviews. The confirm factor analysis and technique of structural equation modeling were used to explore relationships among latent constructs. Research results show that the outcomes impact only through three determinants of theory of planned behavior and do not have significant impact to social entrepreneurial intention. It suggests that outcome expectations may be a flexible factor. Individual outcome expectations can shift to motivations when facing favorable conditions such as family support, government support, etc. The findings suggest that the ability to predict social entrepreneurial intention of attitude toward behavior, subjective norms, and perceived behavioral control. The proposed model in this study contributes importantly to the emerging literature on entrepreneurial intention, particularly to social entrepreneurial intention. This study is also the first quantitative study to measure the impact of outcome expectations on social entrepreneurial intention.