본 연구는 생애주기 관점에서 볼 때 청소년기의 우울이 일생 전반에 지속적인 영향을 미치는 것에 주목하였다. 또한, 청소년기의 관계가 오프 라인을 넘어 온라인까지 확장되고 있는 가운데 또래관계가 우울에 미치 는 영향에서 SNS중독의 매개효과를 살펴보는 것을 본 연구의 목적으로 하였다. 이를 위해 청소년 646명을 대상으로 경로분석을 실시한 결과 첫 째, 청소년의 또래관계가 높을수록 SNS중독과 우울은 감소되는 것으로 나타났다. 둘째, 매개효과 검증결과 청소년의 또래관계가 우울에 미치는 영향에서 SNS중독은 부분매개효과가 있는 것으로 확인되었다. 즉, 또래 관계가 SNS중독을 감소시키고 차례로 우울을 낮추었다. 이상의 결과를 바탕으로 후속연구를 위한 제언을 하였다.

목적 : 본 연구는 소셜네트워크서비스(Social Network Service; SNS) 이용 여부에 따른 장애인의 장애수용, 우울, 자아 존중감과 삶의 만족도를 비교하고 SNS를 이용하는 장애인의 삶의 만족도에 장애수용, 자아존중감, 우울, SNS 활용도가 어떠한 영향을 미치고 있는지 알아보고자 한다. 연구방법 : 본 연구는 한국장애인개발원의 장애인삶 3차 패널조사(2020년)를 활용하였다. SNS 이용 여부에 따른 장애인 의 장애수용, 우울, 자아존중감, 삶의 만족도를 비교하기 위해서 독립표본 t-검정을 실시하였다. SNS를 이용하는 장애 인의 삶의 만족도와 장애수용, 우울, 자아존중감, SNS 활용도의 상관관계를 분석하기 위해서 피어슨 상관분석을 실시하 였다. SNS를 이용하는 장애인의 삶의 만족도에 영향을 주는 요인을 분석하기 위해서 다중회귀분석을 실시하였다. 결과 : SNS를 이용하는 장애인이 이용하지 않은 장애인보다 장애수용, 자아존중감, 삶의 만족도는 높고 우울은 낮은 것 으로 나타났으며, SNS를 이용하는 장애인의 삶의 만족도는 장애수용, 우울, 자아존중감, SNS 활용도, 삶의 만족도와 상 관관계를 보였다. 또한, SNS를 이용하는 장애인의 삶의 만족도에 영향을 주는 요인으로는 성별, 우울, 자아존중감, SNS 활용도로 나타났다. 결론 : SNS는 장애인의 삶의 만족도에 긍정적인 영향을 미치는 것을 확인하였다. 따라서, 장애인의 삶의 만족도를 높이 기 위해 SNS의 접근성과 활용성을 높일 수 있는 중재 전략과 보조기기의 개발이 필요할 것으로 보인다.

인간의 평균수명 연장으로 일상생활을 수행하기 어려운 노인들은 개인의 욕구에 맞는 요양서비스를 필요로 하고 있으며, 노인의 신체활동이나 가사활동 등의 개별화된 서비스 를 제공하는 요양보호사의 일자리는 지속해서 증가하고 있다. 본 연구의 목적은 노인의 료복지시설의 요양보호사가 인지하고 있는 현재의 사회적 지지가 서비스 질에 미치는 영향을 분석하고, 직무만족과 직무스트레스의 매개효과를 검증하여 요양서비스 질을 향 상하는 것에 있다. 본 연구는 서울, 경기, 인천지역의 의료복지시설에 근무하고 있는 요양보호사 488명을 대상으로 하였으며, SPSS WIN 24.0과 AMOS 24.0 프로그램을 사용하여 분석하였다. 본 연구의 결과는 구조모형을 통해 연구 변인 간 영향 관계를 검증한 결과, 요양보호 사의 사회적 지지는 직무만족에 유의한 정(+)적 영향을 미쳤고, 직무스트레스에는 유의 한 부(-)적 영향을 미쳤다. 직무만족은 서비스 질에 유의한 정(+)적 영향을 미쳤고, 직무 스트레스는 서비스 질에 유의한 부(-)적 영향을 미쳤다. 또한 요양보호사의 사회적 지지 와 서비스 질 관계에서 직무만족은 매개역할을 하는 것으로 검증되었다. 따라서 요양보 호사의 사회적 지지는 직무만족을 매개하여 서비스 질에 간접적으로 영향을 미치는 것 으로 검증되었다. 본 논문은 요양보호사의 사회적 지지가 서비스 질에 미치는 영향에서 직무만족과 직 무스트레스의 매개효과를 검증함으로써 변수 간의 구조적 관계를 설명하고 요양보호사 의 사회적 지지가 요양서비스 질의 수준을 높여 요양보호 대상자들의 삶의 질을 향상하 는 실천적 방안을 마련하였다.

본 연구는 SNS 중독 경향성 및 대인관계가 간호대학생의 대학생활적응에 미치는 영향을 파악하기 위한 서술적 조사연구이다. 본 연구는 2019년 10월 01일부터 10월 04일까지 G시 1∼3학년의 간호대학 재학생 228명을 대상으로 실시되었다. 결과분석은 기술통계, ANOVA, Pearson correlation coefficients, Multiple regression을 이용하였다. 연구결과, 대학생활적응은 성별(t=5.26, p<.001), SNS 일 평균 사용시간(F=8.07, p<.001), 현실에서의 교류 친구 수(F=2.87, p=.037)와 유의한 차이가 있었다. 변수 간의 상관관계로 대학생활적응은 SNS 중독 경향성(r=-.31, p<.001) 및 대인관계(r=.52, p<.001) 간에 유의한 상관관계가 있었으며, SNS 중독 경향성과 대인관계에서도 유의한 상관관계가 있었다(r=-.17, p=.011). 대학생활적응에 영향을 미치는 요인으로는 대인관계(β=.477, p<.001), 성별(β=-.198, p=.001), SNS 일 평균 사용시간(β=-.177, p=.003)으로 나타났으며 설명력은 37.8%였다. 본 연구결과를 토대로 간호대학생의 대학생활적응을 향상시키기 위해 긍정적인 SNS를 활용한 긍정적인 대인관계 형성을 위한 프로그램 개발이 필요하리라 사료된다.

현재 사회서비스원은 시범사업을 거쳐 전국 광역지자체로 확산되는 시점에 있다. 특히, 대전시의 경우 17개 시‧도 중 10번째로 2021년 1월에 개원하고, 본격 운영 중에 있어 사회서비스원의 공공성 실현을 위한 더욱 더 근본적이고 구체적인 검토가 필요한 시점이다. 이런 차원에서 대전시 사회서비스원의 성공적 정착과 활성화를 위해 시범 사업의 성과와 문제점 검토 등 현황 분석을 하고, 대전시의 사회서비스원의 설립 시 운영 방안과 예상 문제점을 검토하였다. 이를 토대로 대전시 사회서비스원의 공공성 강화를 위한 방안을 제안해 보고자 한다. 대전시 사회서비스 원의 공공성 강화 방안으로 유사기관 및 계획과의 중복(첩)의 비효율성 해소, 독립채산제 폐기, 많은 재정 및 예산 투자 확보 방안을 제시해 보았다.

본 연구의 목적은 요양보호사들의 긍정심리자본과 요양서비스의 관계에서 사회적지지의 매개효과를 검증함으로써 요양보호사의 긍정심리자본 과 사회적지지의 증진으로 요양서비스의 질을 향상시키기 위한 실천적 방안마련과 실증적 기초자료를 제공하는데 있다. 본 연구의 결과를 토대로 요양보호사의 요양서비스를 향상시키기 위해 제언을 하면 다음과 같다. 첫째, 긍정심리자본의 자아탄력성 증진을 위한 교육프로그램의 개발이 필요하다. 둘째, 요양보호사의 고용안정과 처우개선을 위하여 제도의 지원이 필요하다. 셋째, 요양보호사의 전문화를 위한 근무환경개선이 필요하다. 넷째, 요양보호사들의 낙관성을 보완하기 위한 문화 활동 지원이 필요하다. 다섯째, 요양보호사에 대한 긍정심리자본 향상 교육이 요구된다. 여섯째, 친사회적인 행동에 대한 교육시스템 구축이 필요하다.

본 연구는 지역사회통합돌봄을 위해 장애인의 서비스 접근성과 사회통합 간의 관계를 문헌고찰을 통해 이해하는데 목적을 두고 선행연구를 살펴보았다. 그 결과, 첫째, 장애인 분야의 지역사회통합돌봄 선도사업을 위해 장애인의 개별 지원계획 수립과 자립생활을 위한 환경조성이 중요하며, 이를 위해 서비스 접근성 향상과 개별 맞춤형 서비스 제공에 대한 관심이 요구된다. 둘째, 장애인의 서비스 접근성을 고려할 때, 거리적, 경제적, 정책적, 제도적, 법적 측면 등을 살펴봐야 하고 이를 통해 서비스 이용의 기회확대와 살의 질 향상에 대한 관심이 요구된다. 셋째, 장애인의 사회통합을 위해 자기결정권을 전제로 기회와 참여 보장과 지역사회 구성원으로서 살아갈 수 있도록 해야 한다. 마지막으로 서비스 접근성과 사회통합은 정적(+) 관계와 부적(-) 관계가 나타날 수 있다는 점에서 서비스 이용만족에 대한 서비스 질에도 관심이 요구된다. 후속연구로는 장애인의 서비스 접근성과 사회통합 간의 실증적 연구가 이루어져야 할 것이다.

This study investigates passenger-authored online reviews of airline services using social network analysis to compare the differences in customer perceptions between full service carriers (FSCs) and low cost carriers (LCCs). While deriving words with high frequency and weight matrix based on the text analysis for FSCs and LCCs respectively, we analyze the semantic network (betweenness centrality, eigenvector centrality, degree centrality) to compare the degree of connection between words in online reviews of each airline types using the social network analysis. Then we compare the words with high frequency and the connection degree to gauge their influences in the network. Moreover, we group eight clusters for FSCs and LCCs using the convergence of iterated correlations (CONCOR) analysis. Using the resultant clusters, we match the clusters to dimensions of two types of service quality models (Grönroos, Brady & Cronin (B&C)) to compare the airline service quality and determine which model fits better. From the semantic network analysis, FSCs are mainly related to inflight service words and LCCs are primarily related to the ground service words. The CONCOR analysis reveals that FSCs are mainly related to the dimension of outcome quality in Grönroos model, but evenly distributed to the dimensions in B&C model. On the other hand, LCCs are primarily related to the dimensions of process quality in both Grönroos and B&C models. From the CONCOR analysis, we also observe that B&C model fits better than Grönroos model for the airline service because the former model can capture passenger perceptions more specifically than the latter model can.

Introduction Recent years have witnessed a rapid growth in peer to peer (P2P) sharing-service businesses such as Uber and Airbnb. In P2P sharing-service businesses, goods or services are provided by customers (peers) rather than by service firms, who act simply as an intermediary between customers. One customer acts as a service-providing customer (SPC), and the other as a service-receiving customer (SRC). P2P sharing-service firms have no direct control over an SPC’s quality of service provided to an SRC. Further, both SPCs and SRCs are customers to the firm, and therefore firms are concerned with the quality of service provided not only to SRCs but also to SPCs. In the P2P sharing-service context, particularly in the case of services serving the needs of diverse travelers (e.g., Uber or Airbnb), SPCs and SRCs can be people of different genders and races, which can cause them to feel socially distant from each other. Since SPCs are not professional service employees, they may not know how to cope with the social distance, which can result in uncomfortable service experience for both SPCs and SRCs. The more similar to the SPC an SRC feels, the more comfortable the SRC is likely to feel, which can lead to higher service satisfaction. Yet, few studies examined how such social distance can be reduced. This study is intended to fill this gap in the research. Specifically, we propose that an SPC’s form of address for SRC can moderate the effect of the incongruence in gender and race on an SRC’s perceived social distance. Theoretical Development Social distance refers to the level of acceptance people have of others outside of their own social group or class (Bogardus, 1928). It is a measure of perceived difference (or distance) between groups. In the context of the P2P sharing service, SRCs and SPCs can be from diverse social groups. When an SRC encounters an SPC from a social group that is different from theirs, the SRC can feel socially distant from the SPC. Immediate differences an SRC can identify upon meeting an SPC is demographic such as gender, age and race. In this study, we first propose that the difference (incongruence) in gender, age and race makes an SRC feel socially distant from an SPC. Social distance is closely related with similarity (Osbeck & Moghaddam, 1997; Liviatan, Trope & Liberman, 2009). In the context of mentoring, the higher the perceived and actual similarity a portage feels with a mentor, the higher the level of the portage liking and satisfaction for the mentor and with the mentoring service (Ensher, 1997). Matching gender and race between a mentor and a portage positively influenced self-reported grade point average, efficacy and confidence of a portage (Blake-Beard et al. 2011). Race was well demonstrated to influence social distance (Triandis & Triandis, 1960). Taken together, we conjecture that the effect of the difference in gender and race on social distance will apply to the P2P sharing service context and propose the following hypothesis: H1: The incongruence in gender and race between an SRC and an SPC will make SRCs feel more socially distant from SPCs compared to the case of congruence. We propose in this study that the form of address for SRCs by SPCs can influence the level of social distance SRCs feel because of the incongruence in gender and race. The relationship between forms of address and social distance has been proposed (Brown, 1965). Intimate terms of address is associated with intimate relationship. Intimate terms of address is inversely proportional to social distance (Keshavarz, 2001). Calling someone by the first name is related with friendliness (Brown, 1961). The use of first name is positively associated with closeness in relationship (Brown, 1965). An empirical study in the healthcare context showed that most patients preferred to be addressed by the first name (as opposed to last name) (Gillette, Filak & Thorne, 1984). Taken together, we propose the following: H2: Intimate forms of address by the SPC for the SRC will reduce the level of social distance caused by the incongruence in gender and race. We propose that the level of perceived social distance influences the level of comfort SRCs feel with the SPC during the service delivery. The negative effect of social distance on the level of interaction comfort has been shown (Paswan & Ganesh, 2005). In the context of service encounters where customers feel cultural differences, psychological distance was shown to influence comfort negatively (Weiermair, 2000). Since social distance is a dimension of psychological distance (Trope & Liberman, 2011), we propose the effect of social distance on comfort as following: H3: Reduced social distance will lead to a higher level of comfort. The effect of social distance on comfort can vary by customers. In this study, we propose that the effect is moderated by the customer’s motive for the purchase of the P2P sharing service. There are largely four movies for customers who participate in collective consumptions (i.e., sharing service): economic motive, social motive, hedonic motive, and the motive to reduce risks and responsibilities (Benoit, Baker, Bolton, Gruner & Kandampully, 2017). Economic motives are associated with reducing expenses, and social motives are with meeting other people (e.g. more authentic travel) (Benoit et al., 2017). Hedonic motives are related with “accessing products that are exciting or normally out of reach” while motives to reduce risks and responsibilities are related with “no burdens of ownership, option to preview a product for potential purchase” (Benoit et al., 2017). According to a research in the context of P2P accommodations, cost saving, familiarity, trust, and utility are determinants of satisfaction with a sharing option. Thus, we propose that customer motives moderate the effect of social distance on comfort (Möhlmann, 2015). H4: The effect of social distance on comfort vary by customer motives for purchase. When feeling comfortable, people are more likely to trust, feel satisfied, and commit themselves, which can help improve relationship (Spake, Beatty, Brockman & Crutchfield. 2003). Comfort positively influences perceived service quality and satisfaction (Dabholkar, Shepherd & Thorpe, 2000). Comfort influences satisfaction positively (Paswan & Ganesh, 2005). In the P2P sharing-service context, SRCs’ evaluation of SPCs are carried out by reviews. Customer reviews of SPCs’ services are vitally important for both SRCs and SPCs. Reviews help other SRCs to identify desirable SPCs (Ert, Fleischer & Magen, 2016) and SPCs to receive feedback for their service quality improvement. Therefore, we propose the following: H5: Comfort leads to SRC’s intention to write good reviews. Data Collection Data will be collected from American consumers who have used Uber at least once in the past one year through an online scenario-based survey using a 2 (genders: male vs. female) x 3 (races: white vs. yellow vs. black) x 3 (forms of address: no address vs. first name vs. last name) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a structural equation modeling analysis. In the analyses, the potential effects of trust, familiarity, community belonging, utility (Möhlmann, 2015) and age will be controlled. Implications Findings of this study will reveal the importance of reducing social distance that SRCs feel during encounters with SPCs. Of many possible ways to reduce social distance between SRCs and SPCs, the result of this study will show that SPCs’ use of appropriate form of address to SRCs is effective. Further, it will show that the effect of social distance on customer comfort can vary by the purpose of the use of the sharing service. These findings will offer P2P service firms insights on how to help SPCs offer more comfortable services to SRCs and as a result receive positive reviews from SRCs.

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.

Following a service failure, dissatisfied customers increasingly turn to brands’ social media outlets (e.g., Facebook brand page) to share their complaint with the involved company and other consumers. The majority of these other consumers (i.e., ‘recovery bystanders’) chooses to remain passive by simply observing the negative comment and the company’s attempt to restore the customer-brand relationship in public by means of ‘webcare’ (i.e., marketers’ communicative responses to online complaints (MIW); van Noort & Willemsen, 2011). For these observers the online service recovery process conveys valuable information for making purchase decisions. On the other hand, some consumers choose to become active, for instance, by making comments on the complaint or the company’s response and/or by ‘liking’ a comment (i.e., positive (brand-supportive) and negative (brand-unsupportive) ‘interactive virtual presence’ (IVP)). Given this interactive environment, recovery bystanders are exposed to strong social influence. Although recent research made some progress (e.g., Weitzl & Hutzinger, 2017), knowledge about the impact of this complex, social environment on recovery bystanders’ brand-related reactions remains scarce. In this study, we suggest that recovery bystanders’ level of susceptibility to normative influence (SNI) moderates the effect of different forms of webcare responses – accompanied by positive/negative IVP – on brand image. In 3 experiments (n = 1,387 consumers) we systematically manipulate response sources (i.e. ‘advocate-initiated webcare’ (AIW) vs. ‘marketer-initiated webcare’ (MIW)) and response types (study 1); interactive virtual presence via comments (positive IVP and negative IVP) (study 2) and Facebook ‘likes’ (positive IVP) (study 3). In explaining bystanders’ post-recovery evaluation of brand image we show that: Low-SNI bystanders, receiving AIW, as compared to MIW, show – regardless of webcare’s content – a significant increase. High-SNI bystanders, receiving AIW in the form of ‘vouching’ (i.e. an advocate counters a complaint with a ‘brand love story’) has the most pronounced effect – adding positive IVP (with additional, positive brand comments) even leads to a further improvement. However, adding negative IVP (with unfavorable brand comments) to marketer’s vouching reduced high-SNI bystanders’ image evaluation. Finally, when high-SNI bystanders receive advocate’s vouching and highly positive IVP (i.e., many ‘likes’), brand image evaluations significantly increase. This research draws scholars’ and practitioners’ attention to the opportunities – and perils – of cocreated service recoveries via social media.

최근 증가되고 있는 모바일 SNS(Social Network Service)를 통한 매개(Mediated) 커뮤니케이션에서 자신의 감성을 표현 가능한 이모티콘을 활용하여 대화하는 감성 커뮤니케이션이 발달하고 있다. 이모티콘 개발이 증가 하고 사용이 대중화가 됨에 따라, 사용자가 원하는 감성 표현이나 의미를 상징하는 아이템에 대한 요구가 확대 되고 있다. 또한, 동일한 이모티콘이라도 사용자에 따라 다르게 해석할 수 있으며, 디자이너의 의도한 감성 표현에 대해 사용자의 의미 해석이 상이할 수 있다. 따라서 본 연구에서는 모바일 SNS 메신저에서 이모티콘을 이용한 커뮤니케이션을 위해 사용되는 감성 어휘를 연구하고 분류하여 감성 커뮤니케이션과 관련된 이모티콘 개발의 초석을 마련하고자 한다. 즉, 사용자 관점에서 이모티콘에 기반하여 표현하고자 하는 감성 어휘에 대한 분류와 모델을 제안한다. 본 연구를 위해 첫째, 문헌조사를 기반으로 감성 형용사를 수집하고 설문, 통계 분석 및 FGI (Focus Group Interview)를 통해 1차 감성 어휘를 추출한다. 둘째, 2차 설문조사 및 통계분석을 통해 최종 적합 어휘를 추출한다. 셋째, 최종 추출된 어휘를 바탕으로 다차원척도 분석을 실행하여 어휘 모델을 도출하고 감성 어휘를 분류한다. 그 결과 ‘미안하다’, ‘바쁘다’, ‘배고프다’, ‘어렵다’, ‘슬프다’, ‘날씨가 춥거나 덥다’, ‘지 루하다’, ‘부끄럽다’, ‘궁금하다’, ‘만족하다’, ‘좋다’, ‘아름답다’, ‘편안하다’ 의 13개 어휘로 분류되었다.

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.

SNS (Social network service) characteristics are perceived to simplify use. We carried out empirical studies on these parameters to observe the impact on the image of catering SNS online by word-of-mouth. The subjects of the study were as follows: 32.3% (392 persons) 19 years old, 67.7% (821 persons) over 19 years, 51.0% (619 persons) in their 20s, 22.1% (268 persons) in their 30s, 17.6% in their 50s, and 9.3% (112 persons) over 50 years. After verifying the hypothesis proposed that SNS characteristics perceived the ease of use, the significant factor identified in usability were connectivity Speed (β=0.213), playfulness (β=0.246), information (β=0.115), and reciprocity (β=0.357). Dual reciprocity had the most impact. It was observed that a longer impact of these significant factors improved the feel and fun of use. If SNS companies cater to, quick and easy, diverse, reliable and latest information, they can increase the ease of use, and availability, depending on the goals. Also, significant factors in the SNS features and online word of mouth was playfulness (β=0.312), information (β=0.207), reciprocity (β=0.066) and perceived ease of use, and usefulness (β=0.293), double playfulness had the maximum impact. These features provided more fun, reliable information, and could quickly deliver the latest information. The more the perceived usefulness, and ease of use, higher was the online word-of-mouth effect. SNS usage characteristics of connectivity Speed did not show any statistical significance in online word-of-mouth. Thus, catering businesses need to find ways to increase the ease of use, make the usefulness multifaceted, constantly checking the catering information on the SNS and ensuring to get the latest information is from diverse and reliable sources. This would increase the fun for the customer making the SNS to actively be utilized as a marketing tool.

This study investigates whether goods and service brands have different social media strategy to develop relationships with consumers. A content analysis of 10,752 brand posts on Facebook, Twitter, and YouTube accounts of 10 Indonesian leading brands finds that goods and service brands have different strategies in utilizing their social media.

This paper reviewed the relationship between emotional labor and service quality, and the moderating effect of superior and coworker support. Based on the responses from 520 hotel employees, the results of multiple regression analysis appeared as follow; 1) deep acting affected positively on all service quality factors(responsiveness, empathy, reliability). 2) surface acting didn’t affect significantly on all service quality factors(responsiveness, empathy, reliability). 3) coworker support affected positively on the relationship between deep acting and responsiveness. 4) superior support affected positively on the relationship between deep acting and responsiveness, and on the relationship between surface acting and responsiveness.

본 연구에서는 사회적 자본이론을 적용하여 SNS(Social network service, 이하 SNS) 사용자들이 온라인을 통해 형성한 소셜 네트워크의 특성이 이들의 제품에 대한 관여도에 어떤 영향을 미치는지를 분석한다. 본 연구의 연구목적은 크게 두 가지이다. 첫 번째로는 SNS의 참여를 양적 참여(quantity)와 질적 참여(quality)로 나누었을 때 이들 각각이 사회자본의 형성에 어떤 영향을 주는지 알아보고자 한다. 또한, SNS의 사용이 전 세계적으로 보편화 되면서 소비자 행동으로 이어지는 SNS사용과 SNS에서 형성된 사회자본이 마케터들의 큰 관심을 받고 있다. 그래서 본 연구의 두 번째 연구목적은 SNS에서 형성된 사회자본의 형태(연결적 사회자본, 결속적 사회자본)에 따라 어떤 유형의 제품(실용적, 상징적)에 대한 관여도가 영향을 받는지를 밝히고, 또 이 두 가지 형태의 사회자본이 소비자 관여도에 있어서 상호작용이 존재하는지를 규명하는 것이다. 이를 위해 SNS 주 이용 층인 대학교 재학생(중국, 한국, 미국) 521명을 설문 조사하여 본 연구의 연구표본으로 사용하였다. 연구결과 SNS 참여와 사회자본의 형성 사이 관계를 보았을 때, SNS 양적 참여와 질적 참여 모두 연결적 사회자본의 형성에 긍정적 영향을 미쳤고 결속적 사회자본의 형성에 있어서는 질적 참여만이 유의미한 긍정적 영향을 미치는 것으로 검증 되었다. 그 다음으로 SNS에서 형성된 사회자본이 소비자 구매 행동으로 이어질 때 연결적 사회자본은 실용적 제품의 관여도에 긍정적인 영향을 미쳤고 결속적 사회자본은 실용적 제품의 관여도에 직접적 영향은 미치지 않았지만 연결적 사회자본과 실용적 제품 관여도 사이의 정의 관계를 강화하는 조절효과가 있는 것으로 나타났다. 또한, 결속적 사회자본은 상징적 제품 관여도에 긍정적인 영향을 미쳤고 연결적 사회자본은 상징적 제품 관여도에 직접적인 영향은 없지만 결속적 사회자본이 상징적 제품 관여도에 주는 긍정적인 영향을 강화하는 조절효과가 있는 것으로 나타났다.