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.

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer’s prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.

초등학교 1학년은 전이의 시기로서, 또래와 교사는 아동들의 사회적 관계형성에 주요한 영향을 미친다. 본 연구는 지각된 인기에 미치는 또래와 교사의 영향을 살펴보기 위해 초등학교 1학년 아동 154명을 대상으로 사회적 행동과 지각된 인기의 관계에서 사회적 선호와 교사 선호의 매개효과를 살펴보았다. 이를 위해 또래 지명법을 사용하여 공격성, 사회적 선호, 지각된 인기, 교사 선호를 측정한 후, Mplus 7.0을 사용하여 변인간의 관계를 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 공격성과 친사회성 모두 지각된 인기에 정적인 영향을 주었다. 둘째, 사회적 선호와 교사 선호는 지각된 인기에 정적인 영향을 미쳤다. 셋째, 친사회성과 지각된 인기의 관계에서 교사 선호의 매개효과가 나타난 반면 공격성과 지각된 인기의 관계에서는 교사 선호의 매개효과가 나타나지 않았다. 넷째, 사회적 선호는 공격성과 친사회성이 지각된 인기와 가지는 관계를 모두 매개하였다. 본 연구결과는 전이시기인 초등학교 1학년 아동의 지각된 인기에 미치는 영향에 대해 사회적 참조자로서 또래와 교사의 역할을 심도 있게 논의하였다는데 그 의의가 있다.

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology – Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality , service quality and system quality. Second, fashion Social media information quality, social quality , and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality , service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.

Purpose - The study aims to provide the relationships between the social servicescape and customer’s emotion and voluntary behaviors were investigated in this study. The social servicescape was largely divided into service employee’s image and other customers (in customer’s similarity, physical appearance and suitable behavior). Firstly, the relationship between service employee’s image and customer’s positive emotion was investigated as a specific purpose of study. Secondly, this study attempted to understand the relationship between other customers (in customer’s similarity, physical appearance and suitable behavior) and customer’s positive emotion. Lastly, the relationship between customer’s positive emotion and customer’s voluntary behavior dimension (intention to cooperate, intention to participate in and loyalty) was examined. Research design, data, & methodology – In order to prove the hypotheses in this study, the customers who have experienced family restaurants during the last two months were targeted for a survey. A total number of 300 survey papers were distributed and as a result, 248 papers could be used for analysis, except the papers with insincere answers. After the analysis of the reliability and validity of each major variable, the hypothesis was verified through the structure method by using Amos 20.0. Results - First, the results of hypothesis testing on the relationship between social servicescape and customer’s positive emotion showed service employee image gives a positively meaningful impact on customer’s positive emotion. Secondly, the results on the relationship between other customers and customer’s positive emotion indicated that the customer’s similarity and physical appearance has a positively significant impact on customer’s emotion while customer’s suitable behavior has not a significantly positive impact on customer’s positive emotion Lastly, customer’s positive emotion was shown to have a significantly positive influence on customer’s voluntary behavior dimension, that is, intention to cooperate, intention to participate in and loyalty. Conclusions - This study aims to focus on and emphasize the social servicescape and its importance, which is different from the previous studies that have been focused largely on physical servicescape. Such results in this study indicated the social servicescape (service employee’s image and other customers) as an important factor that affects customer’s positive emotion and voluntary behavior.

본 연구는 유치원에서의「벽화」프로젝트 활동이 유아의 그리기표상능력과 친사회적 행동에 미치는 영향을 알아보기 위한 것이다. 연구대상은 경북 J유치원 만5세 유아 24명을 실험집단으로, H유치원 만5세 유아 24명을 비교집단으로 하였다. 실험집단의 경우 2016년 4월 25일부터 6월 24일까지 9주간 연구자와 교사가 함께 관련문헌과 유아특성 및 상황을 고려하여 계획한「벽화」프로젝트의 각 단계 별 활동을 매주 3-4회를 기준으로, 유아의 흥미와 몰입 정도 및 유치원 상황에 따라 융통성 있게 운영하였다. 비교 집단의 경우 같은 기간 동안 생활주제 중심 미술활동을 실시하였다. 연구도구는 「그리기표상능력 검사」(지성애, 김희정, 김치곤, 2011)와 「친사회적 행동 검사」(이원영, 박찬옥, 노영희, 1993) 결과 도구를 사용하였다. 연구문제를 검증하기 위해 t검증을 실시한 결과, 유치원에서의「벽화」프로젝트 활동은 유아의 그리기표상능력과 친사회적 행동 증진에 긍정적인 영향을 미치는 것으로 나타났다. 이에 본 연구에서 적용한「벽화」프로젝트 활동은 유아의 그리기표상능력과 친사회적 행동을 증진시키기 위한 교수․학습 방법으로 적용 가능함을 시사한다.

본 연구는 ‘이완-인지행동-사회적 지지’전략에 기반하여 격주 수행된 실내활동중심 원예치료 프로그램이 보건소 이용 암환자의 코티졸과 세로토닌 변화에 미치는 영향을 알아보고자 수행되었다. 대상은 암으로 진단 받고 K보건소 행복교실을 이용하는 환자들 중 2015년 8월부터 2015년 12월까지 1기 15명, 2016년 3월부터 6월까지 2기 8명, 총 23명 실험군으로 단일집단연구로 이루어졌다, 회기당 90분, 격주 1회, 종 8회(2달) 동안 원예치료 프로그램을 수행하였다. 조사 항목 및 방법은 생리지표로 Cortisol, Serotonin을 측정하였다. 이완전략은 모든 회기의 시작단계에 적용되어 심리적, 신체적 긴장감을 완화하도록 유도하였다. 사회적 지지전략은 회기의 진행에 따라 순차적으로 적용되고, 시작 및 종료단계에서 적극적으로 이루어졌고, 활동 종료 후 가족 및 지지체계로부터 긍정적, 지속적 지지를 경험하 도록 하였다. 인지행동 전략은 부적절한 사고 및 상황 파악하기, 자신의 강점 인식하기, 긍정적 초점으로 문제해결하기, 긍정적 자기 재평 가하기의 4단계로 순차적으로 적용되고, 전개단계에서 적극적으로 이루어졌다. 자신의 부적절한 사고 및 감정을 압화이름표와 잔디인형 에 표현하고, 부적절한 사고 및 감정을 허브식물 이식과정에서 뿌리로 통합하도록 하였다. 꽃바구니를 만드는 과정에서 사용된 다양한 꽃 과 소재의 역할에서 자신의 강점을 탐색하고, 이를 다육식물의 환경적응 및 강인함과 연결하여 접시정원을 완성하였다. 또한 식재했던 허 브식물의 잎을 수확하여 허브티백을 만들고, 남겨진 꽃으로 만든 압화를 이용하여 압화 티매트를 만들면서 쓸모없어 다듬은 뿌리, 눌러둔 꽃이 새롭게 창조되는 경험을 통하여 자신의 문제를 긍정적 초점으로 해결하도록 도왔다. 새싹채소를 파종하고 수확하여 성취감과 새로운 생명력, 잠재적 가능성을 느끼고, 쓸모없다고 여겨진 꽃이 코사지로 만들어 그동안 참여한 자신에게 선물한다. 전체 회기동안 이루어진 활 동과 결과물을 이용하여 가든파티를 함으로써 자신을 긍정적으로 재평가할 수 있도록 구성하였다. 이에 실험군의 Cortisol은 원예치료 프로그램 사전에 비해 유의하게 낮아졌으며(p=0.014), Serotonin은 원예치료 프로그램 사전에 비해 유 의하게 증가(p=0.000)하였다.

Purpose - In order to achieve the organizational objectives, the behavior of the employees and their collaboration with management should be taken into account. It has been shown that strategic behavior depends on a number of different factors. The aim of this article was determining the relationship between factors related to the strategic behavior. Research design, data, and methodology - Accordingly, a conceptual model was developed and tested in the form of a survey. Participants of the study were the employees working in the social Insurance company of Tehran. Data was collected using a questionnaire conducted among managers and the staff. A correlation model was used for data analysis by employing the SPSS software. Results - The findings showed there was a relationship between employees’ engagement and the strategic behavior. Conclusions - Our research has demonstrated the effect of employees’ engagement on the strategic-driven behavior, emphasizing the role of employees’ engagement in health-care service firms. Although previous service research has focused on the factors that drive employees’ performance, it seems that most of this research has been inspired by the idea of the service profit chain, focusing on the effect of employees’ satisfaction on performance.

본 연구는 그림책을 활용한 창의적 극놀이가 유아의 상상력 및 친사회적 행동에 어떠한 영향을 미치는지 알아보는데 목적이 있다. 연구 대상은 충남시에 소재한 2개의 사립유치원에 재원중인 2학급 만4세 유아 38 명으로 실험집단 19명과 통제집단 19명으로 배정하여 실험집단에 그림책을 활용한 창의적 극놀이를 10주간 총 10회 실시하였다. 상상력 차이를 알아보기 위하여 실험 집단과 통제 집단의 빈도, 백분율을 산출하였다. 친사회적 행동에 미치는 영향을 알아보기 위하여 t검증을 실시한 결과 그림책을 활용한 창의적 극놀이는 유 아의 상상력 향상, 대인관계 형성능력, 유치원 적응능력에는 긍정적인 영향을 미치는 것으로 나타났다.

This study was conducted to evaluate effects of indoor horticultural therapy program based on ‘relaxation - cognitive behavior - social support’ strategy on quality of life, stress and serotonin of woman cancer patients. Subjects were 18 female cancer patients. Experimental group of 9 members received a horticultural therapy program and control group of 9 members did not receive a horticultural therapy program. The horticultural therapy program was conducted, for 90 minutes per session, once a week, total 8 times. And this study was performed from 9. Nov. to 28. Dec. in 2015. As a results, horticultural therapy program made significant improvement in emotional condition among sub-category of quality of life, nervousness, depression and frustration among sub-category of stress. Also the program decreased the total stress score with significant increased level of serotonin comparing to control group. This result means that depression mood in cancer patients was improved. In summary, horticultural therapy program focused on indoor activities based on ‘Relaxation-social support-cognitive behavioral’ strategy could be utilized as supporting program for psychological health for cancer survivors.

Purpose - In order to achieve the organizational objectives, the behavior of the employees and their collaboration with management should be taken into account. It has been shown that strategic behavior depends on a number of different factors. The aim of this article was determining the relationship between factors related to the strategic behavior. Research design, data, and methodology - Accordingly, a conceptual model was developed and tested in the form of a survey. Participants of the study were the employees working in the social Insurance company of Tehran. Data was collected using a questionnaire conducted among managers and the staff. A correlation model was used for data analysis by employing the SPSS software. Results - The findings showed there was a relationship between employees’ engagement and the strategic behavior. Conclusions - Our research has demonstrated the effect of employees’ engagement on the strategic-driven behavior, emphasizing the role of employees’ engagement in health-care service firms. Although previous service research has focused on the factors that drive employees’ performance, it seems that most of this research has been inspired by the idea of the service profit chain, focusing on the effect of employees’ satisfaction on performance.

본 논문은 소셜 네트워크 게임(SNG) 플레이어의 플레이 행동 중 사회적 행동을 기준으로, SNG 플레이어의 성격유형별 플레이 행동 결과에 따른 유희성 수준 반응을 비교 분석하였다. 이를 위해 게임 플레이 공간에 따라 SNG 플레이 행동을 사회적 연결성 행동과 비사회적 연결성 행동으로 분류하고, 성격유형 5가지 기준에서 각 성격유형별 SNG 플레이어의 행동과 유희성의 관계를 실증적 실험을 통해 확인하였다. 결과는 SNG 플레이어의 행동에 대한 유희성이 성격유형별로 뚜렷한 특징을 보이며, 사회적 행동에 대해서 성격유형 간 유의미한 차이가 있음을 보여준다. 이는 SNG 플레이 설계 시 플레이어의 성격유형을 고려하여 SNG의 주된 재미의 목적인 사회적 연결성에 대한 플레이 비중을 결정하는 자료로써 활용 가능할 것이다.

소셜 네트워크 게임은 비동기식 접속방식을 통하여 플레이어간의 지속적인 참여를 유도한다. 이러한 특징은 SNG 플레이어간의 적극적인 사회적 연결성을 요구하며, SNG의 주된 목적에 속한다. SNG의 사회적 연결성은 플레이어의 게임 내 행동속성을 공간 개념으로 구분할 수 있다. 본 논문은 SNG 플레이어의 행동을 Social Connectedness(SC)와 Non-Social Connectedness(NC)로 나누고 세부행동을 분류, 탐색하였으며, 실험을 통하여 각 행동을 비교하고 재미성과의 관계를 분석하였다. 이러한 결과는 SNG 개발에 적용할 수 있는 모델을 설계하는 데 있어 그 범위를 제안하며, SNG 플레이경험을 통한 플레이어의 행동을 단순화하여 대규모 플레이어의 행동을 빠르게 확인하기 위한 가이드라인을 제시하고 있다.