산업화로 인한 급격한 도시 개발은 오늘날 도심 골목길의 쇠퇴와 직결 되어 있다. 본 연구는 급격한 도시 개발과 도심 주거지 형태의 변화로 인해 사라질 위기에 처한 지역 문화자원인 골목길의 가치를 분석하고 활 성화 전략을 고민하기 위해 진행되었다. 특히 골목길의 문화적, 사회적, 경제적 가치를 살펴보고 골목길 쇠퇴와 지역공동체 형성 간의 직·간접적 인 상관관계를 규명하고자 한다. 본 연구는 이러한 분석 결과를 바탕으 로 세 가지 결론을 제시하고 있다. 첫째, 골목길은 화석화된 문화유산이 아니라 살아있는 문화유산이다. 따라서 골목은 지역의 과거와 현재의 모 습을 모두 담고 있으며 그 지역의 정체성을 대변한다. 둘째, 골목길은 근 린주구의 공간이며 근린주구 커뮤니티의 장소로서 기능할 수 있다. 왜냐 하면 이미 우리는 골목길이 이웃과의 소통의 장이 될 수 있다는 것을 경 험한 바 있기 때문이다. 셋째, 골목길은 기존 상권과는 다른 새로운 상권 이다. 뿐만 아니라 새로운 문화산업의 중심지이기도 하다. 이러한 세 가 지 이유만으로도 골목길은 중요한 지역 문화 자원이라고 할 수 있으며 보호될 필요가 있다.

본 연구는 다문화청소년의 사회적 가치 인식이 자아존중감과 우울을 매개로 삶의 만족에 미치는 영향을 분석함으로써 다문화청소년의 삶의 만족도 제고 방안을 제안하고 사회적 소수 집단인 다문화청소년에 대한 사회적 포용성을 확대하는 계기를 마련하는 데 그 목적이 있다. 이를 위 해 한국청소년정책연구원의 ‘2020년도 다문화청소년패널조사(MAPS)’ 에 참여한 18세 이상 다문화 청소년 1,091명의 데이터를 활용하였으며 SPSS PROCESS macro를 이용하여 분석하였다. 주요 연구 결과는 다음과 같 다. 첫째, 사회적 가치 인식이 삶의 만족에 정적인 영향을 주었다. 둘째, 사회적 가치 인식은 자아존중감을 매개로 하여 삶의 만족도에 간접적인 영향을 주었다. 셋째, 사회적 가치 인식은 우울을 매개로 삶의 만족도에 간접적인 영향을 주었다. 이러한 연구 결과를 통해 다문화청소년의 삶의 만족도에 있어서 사회적 가치 인식의 중요성을 확인할 수 있었으며, 사 회 구조에 대한 인식이 개인의 정서와 심리에 영향을 줌으로써 궁극적으 로 삶의 만족도로 이어질 수 있다는 결론을 도출할 수 있었다. 마지막으 로 다문화청소년의 삶의 만족도를 높이기 위한 긍정적 사회적 가치 인식 제고 및 자존감 향상, 우울감 감소를 위한 방안을 제안하였다.

K-콘텐츠의 성장을 단지 문화적 현상 및 경제적 효과라는 측면으로 국한할 수 있을까. K-콘텐츠에 대한 세계적 파급력은 분명 대외적 관 계 및 경제성과를 넘어 공동체에 특정한 영향력을 미치고 있다. 이에 본 논문에서는 대중문화 콘텐츠의 사회자본 가치에 관하여 고찰하였다. 본 논문에서는 대중문화 콘텐츠는 과연 사회자본 가치 형성에 기여하 고 있는 것인지에 관하여 분석하였다. 본고는 사회자본에 관한 이론적 고찰을 통해 대중문화 콘텐츠 중 방탄소년단(BTS)의 활동을 통해 사회 자본 가치를 신뢰, 규범 및 가치, 네트워크라는 3개 요소로 분석하였 다.

Despite a surging amount of research on value co-creation in the social media context, research on how value co-creation and value co-destruction coexist from a system perspective remains scarce. This conceptual research aims to understand how social media allows for value to be co-created and/or co-destroyed in interconnected social networks. The study takes a first step toward integrating the two value processes in the social media context and opens up new research possibilities. By looking at value co-creation, we differentiate between values that are created from both firm and customer sides and show the value can be destructed if without cautions. From a managerial standpoint, the proposed framework could facilitate managers to build a more holistic view of creating social media value through collaboration with their social media users.

Idamsokchan (耳談續纂, Additions to an Earful of Conversation) is an early collection of Korean proverbs capturing 418 proverbs from China and Korea with Chinese translation, most of which are social proverbs. Through a contrastive analysis of the formation mechanism of social proverbs in Idamsokchan, this study explores the influence of Chinese and Korean mindsets on language. Specifically, the study analyzes the structure, semantics, and topic of social proverbs from both Chinese and Korean sources in Idamsokchan. The results indicate that the influence of concrete-versus-abstract and practical-versus-theoretical thinking on proverbs varies. Generally, Korean proverbs exhibit a tendency towards abstract thinking, whereas Chinese proverbs are characterized by an emphasis on concrete thinking. The structural characteristics of Korean and Chinese proverbs are distinct. Korean proverbs are typically formed as a single sentence, whereas Chinese proverbs often employ fixed sentence patterns and connectives. In addition, the syntax of Chinese translations of Korean proverbs in Idamsokchan tends to be morphological. Regarding semantics, a greater proportion of Korean proverbs are of a philosophical nature when compared to Chinese proverbs. While Korean proverbs employ a simplex network and extend metaphors through contrast, Chinese proverbs are adept at using the creative double-scope network. In terms of topic selection, both Korean and Chinese proverbs, cover eight types of topics, using interrogative pronouns as subjects. Nonetheless, the contrastive-topic structure is more commonly observed in Chinese proverbs. Moreover, while the first-person singular pronoun is commonly utilized as a topic in Korean proverbs, the equivalent in Chinese proverbs is the third-person pronoun 其 (qi).

This study aims to analyze mediating effect of social outcome between value realization efforts and economic outcome of social entrprises. Data for the analysis is collected from Social Enterprise Promotion Agency. The results of anaylsis are first social value realization efforts had no positive effect on economic outcome of the social enterprises. But social outcome had a significant mediating effect between social value realization efforts and economic outcome. Through this, it was confirmed that although a social enterprise is a hybrid organization that must pursue both social and economic outcome, social value realization efforts go through a social outcome that affects economic outcome. mediating social performance This is expected to have implications for the role of social value realization efforts and social outcome in order to increase the economic outcome of social enterprises.

When social media users post their opinion on social media, they might expect to receive a favorable evaluation from others (e.g., ‘like’ on Facebook and ‘heart’ on Instagram). On the contrary, when users read and evaluate other’s posts, they are less likely to care about others. What’s more, if users spend more time on social media, posting would make them more care about others. This research answers the question ‘Does social media interaction alter the way we perceive value and affect different choice? Three studies show 1) how social media interaction affects consumers’ luxury value perception and the mediating role of social media self-view (interdependent vs. independent self), 2) how main effect and mediated relationship are different between two groups divided by participants’ time spent on social media (high vs. low: ±1 SD) and 3) how the type of social media interaction (post vs. “like”) affects handbag choice between social and functional luxury-superior option.

Social games where players play together with others in multiplayer mode are currently emerging and attracting attention in the media after the success of e.g. Pokemon GO. Nevertheless, little is known about the profitability of social players. Previous gaming research that has profiled different types of players has focused on games played alone, without social mechanics (cf. Vahlo et al., 2017). From a marketing perspective, it is also interesting to study the effects of merely watching game play or browsing new game ads as a mode of entertainment, and what kind of effect that has on future behaviour. Passive participation as a type of aesthetic entertainment has been acknowledged in eSports context (Seo, 2013). This paper analyses big data of a gaming company on an individual player level, including different types of single play and multiplayer gaming sessions and in-game purchase behaviour data. We compare the effects of social and non-social ingame mechanics on how individuals spend money in-game over time, frequency of play, sessions as well as the length of played sessions in minutes during the gamers’ whole lifecycle. The anonymized repository data includes gaming behaviour, in-game purchase behaviour related to the use of one specific digital game in the USA. The game can be played both alone, and with others as a team. We used structural equation modeling to analyse the behavior of 23 049 randomly selected players, who have played the game for at least one week. The data included the individual players’ total session history during their play lifecycle. Interestingly, social play with other people is a strong predictor of money spent in the long term. Social play also prompts long-term interest in the game, as friends invite and encourage each other to play with or against other virtual teams. Nevertheless, social play is not for everyone! The results help to optimize player journeys and to make strategic decisions that support long term profitability of gaming companies.

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entrée for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The "we" effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: 𝒙𝟐=707.14, df =377, P<0.0005, 𝒙𝟐/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: 𝒙𝟐=677.97, df =374, P<0.0005, 𝒙𝟐/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (𝑥2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (𝑥2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( 𝑥2(1) = 6.328, p > .032; 𝑥2(1) = 3.086, p > .079; 𝑥2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( 𝑥2(1) = 4.2, p > .047; 𝑥2(1) = 4.79, p > .029; 𝑥2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-Noël, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

The government focuses the innovation paradigm of public institutions on the realization of social value through national tasks. Efforts are now being made to legislate the Framework Act on the Realization of Public Institutions’ Social Value, which allows public institutions to serve as the foundation and check the progress of social value realization plans every year. According to this Act, the government performance review must also reflect efforts and outcomes made to create social value. Traditional public institutions in the road sector are trying to convert social responsibility, job creation and related activities into indicators of social value realization. Social value refers to a “value that can contribute to public interests and community development in all areas including social, economic, environmental, and cultural ones.” This definition commonly used in government policy includes the concept of public institutions’ social responsibility and shared value creation. Here, social responsibility refers to the returning of corporate profits to society for the continued development of a community while shared value creation refers to the solving of a social problem by a company pursuing both economic and social value creation. The performance sharing scheme in particular is regarded as an important tool for companies to create social value. In this regard, this study examines how public institutions in the road sector used the performance sharing scheme. The purpose of this study is also to discover more cases based on this analysis. The analysis so far found the following 5 types of performance sharing schemes in the road sector: (a) service improvement, (b) technology development, (c) conditional purchasing, (d) technology transfer, and (e) performance sharing between multiple parties. Notably, technology transfer or performance sharing between multiple parties means that public institutions provide support to the private sector so that it can take the lead and develop required technology. These instances can be good examples of public institutions serving as the foundation and creating social value by removing new technology entry barriers for small and medium-sized enterprises and supporting the development of the latest prioritized technology or product. Accordingly, there needs to be established a cooperative ecosystem between small, medium, and large companies in a win-win approach to increase the adoption rate of SME support projects and provide more technical advice in the road sector and thereby, to expand the cases of shared growth where outcomes are shared in the road sector.

ABSTRACT The growth of the social platform has led to a rapid increase in sustainable value cocreation activities with customers in order to know what a customer wants. In this study, we have studied about co-creation experience in social platform service. Previous prior studies have systematically classify co-creation between customer and enterprise as co-product and value-in-use, Conceptual factors. The co-creation and value-in-use factors theoretically derived from previous researches attempt to investigate the relationship between value co-creation experience and online service quality. We also tried to investigate the relationship between value co-creation experience and online service quality, customer equity, and online word of mouth. To do this, social platform services are divided into open sns and closed sns. Open SNS was targeted to Facebook, Twitter, and Pintrest users. Closed sns were targeted to Instagram, Cyworld, Band, and KakaoTalk users. In this study, it was confirmed that the relationship between online service quality, customer equity, and online word of mouth is significant through value co - creation experience. In the future, companies that design social platforms will be asked to do what they should do to co-create with customers, and provide suggestions for how to operate the platform in order to continuously activate value co-creative experiences.