This study explores the role of the digital communication in determining customers’ e-service agent use behavior and examines whether perceived communicator authority interacts with communication style toward strengthening or weakening future e-service agent use intention. The results of this study provide pioneering evidence on the effects of digital service communication strategies. This study contributes to digital service research by exploring the communication strategies of e-service agents. Results also provide implications for practitioners on how to achieve most out of deploying digital communications in the digital customer service platform.

Soft power is an important part of national comprehensive strength, many countries has taken all kinds of measures to improve the level of soft power, but there are big differences of efficiency. Important reason lies in the cultural communication strategy. This paper takes China and Republic of Korea as examples to sum up the influence of cultural communication strategy on soft power. The common characteristics of the two countries is the importance of government. However, due to differences in cultural industrialization and dissemination content, there are still great differences in the effect of cultural transformation into soft power. Overall, Republic of Korea has more successful experiences and China is in the process of development.

본 연구는 2012～2013년 국내 전기차 시장에서 크게 논란이 되었던 콤보 전기 자동차 충전 표준과 국내 스마트그리드 표준 간 충돌 사례를 이해관계자 이론을 활용하여 분 석하였다. 사례 연구를 위해 문헌 조사 및 복수의 전문가 인터뷰를 실시하였다. 전기 자동차 는 충전을 위해 전력망과 연결될 때 데이터 교환을 한다. 따라서 통신 표준 문제가 대두된다. BMW는 글로벌 전기 자동차 시장에서 업계를 대표하는 사실상 표준의 지위를 얻어 가고 있 던 콤보 충전 기술을 채택하여 국내 전기차 시장에 진입하였는데, 그 과정에서 국내 스마트 그리드 전력망의 원격검칭용 통신 기술과 상호 주파수 간섭을 일으키는 문제가 발생하였다. 이 문제를 둘러싸고 이해관계자들의 대립이 계속되면서 국내 전기 자동차 충전 기술 관련 표 준(국가표준 및 단체표준)화를 위한 의사결정들이 지연되었고, 이 논란은 2014년 1월 콤보 기술이 한국자동차공학회의 단체표준(KSAE SAE 1772-2040, 2014.1)으로 인정되면서 일단 락되었다. 이 사건은 전기 자동차 표준 그 자체만이 아니라, 융합산업 시대에 있어서 타 산업 표준과의 충돌 및 조정의 필요성을 부각시키는 의미있는 사례이다. 본 연구는 전기 자동차 충전 표준과 스마트그리드 표준이라는 이종 산업 간의 표준 충돌의 복잡한 역학 관계를 이해 관계자 이론을 적용하여 분석하였다. 본 연구는 표준화 과정을 둘러싼 경험적 및 이론적 연 구가 충분하지 않다는 점에서, 이해관계자 이론을 활용한 사례 축적과 방법론 정립에 기여하 고, 또한 표준화 과정에 참가하는 이해관계자들이 이 과정에 영향을 미치기 위한 행위 양식 정립과 전략 수립에 유용한 시사점을 제공한다.

This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies. The summary of the main results is as follows. First, the results of image attribute on each cultural marketing communication pattern, uniqueness on cultural communication and public interest on cultural sponsorship had the most positive responses. Second, the analysis on the relationship among brand attitude, artist attitude and purchase intention showed that aesthetics and communicativeness positively influenced both brand attitude and artist attitude. Also, both brand attitude and artist attitude had a positive effects on purchase intention. Third, the differences between lifestyle brand and high, low fit artist, aesthetics and public interest showed positive effective relationship toward brand attitude while nobility and communicativeness showed positive effective relationship toward artist attitude as far as artist fit is high. The notable result of the analysis on relationship among the cultural arts lifestyle groups are as follows. Aesthetics to artist attitude, uniqueness to brand attitude were found to have highest response from mass culture enjoyers group, while proponents of high culture group showed greatest response to nobility toward artist attitude. The analysis of the relationship differences in patterns, the effect on nobility to artist attitude, brand attitude to purchase intention for cultural communication displayed highest. For cultural sponsorship, communicativeness to brand attitude, brand attitude to artist attitude to purchase intention showed the most positive effect, while, in cultural corporate image pattern exhibited a great response aesthetics toward brand attitude and communicativeness toward artist attitude, the second strongest effect on brand attitude to artist attitude to purchase intention. The implication of the study is that it demonstrates the relationship of image attribute specifying each pattern from the previous studies and investigates the difference in the relationship of brand attitude, artist attitude and purchase intention among image attribute. In addition, by demonstrating the difference in the relationship among the cultural arts lifestyle groups, as well as the high and low fit between lifestyle brand and artist, the study provides an insight and a specified path for marketers as they plan out ways to utilize cultural marketing communications. Finally, by verifying the relationship among patterns, our study offers useful points of reference also for artists or art foundations who plan it with lifestyle brands using strategic approach to consumers by specified means.

This study aims to explore the aspects of communication strategies (CSs) integrated in the seventh grade textbooks according to the revision of the seventh national school curriculum. A selection of three student books for the seventh grade and their corresponding activity books were analyzed based on the taxonomy of achievement strategies (ASs) by Nakatani (2005). A total of 1,523 examples of ASs were found in the textbooks and 66 percent of them were maintenance strategies whereas other strategies took a relatively small portion. Some textbooks showed various ways of integrating CSs into contexts and practical spoken expressions while others showed lack of variety and authenticity in expressions. The results indicate that the textbooks proposed a substantial amount of diverse ASs but lacked in balanced reflection of the strategies and their authenticity. These findings imply that the reflection of CSs in seventh grade textbooks still seems to require a further development, yet has certainly improved in frequency and variety.

L2 speakers often encounter difficulties caused by a dual problem both with vocabulary and structure in delivering his or her intended message. This qualitative study reports on how the dual problem involving both lexical and syntactic problems can be managed by employing CSs. The participants were 12 Korean students studying in a university in the USA, whose language proficiency varied from limited to high advanced. For the data, the participants’ natural conversations in various settings were recorded and stimulated recalls were conducted on the recorded conversations. The study presents various CSs for managing dual lexical-syntactic problems (DL-SCSs) identified from an inductive analysis of the data. Based on a taxonomic analysis of the data, this study presents a taxonomy in which various DL-SCSs are organized in multiple levels. In this paper, examples illustrating how participants employed each DL-SCS are also provided. These examples show that L2 speakers employing appropriate DL-SCSs are likely to communicate their intended meaning despite massive dual problems. Based on the findings, this study suggests that L2 speakers should be encouraged to use DL-SCSs.

This study investigated patterns of communication breakdowns (CBs) and use of communication strategies (CSs) in the process of meaning negotiation between a native English speaking teacher and thirty five Korean EFL university students. For over a nine-week period, the classroom was observed and the data were collected through the transcriptions of tape recordings, teacher interviews, and student interviews. The results showed that patterns of CBs for EFL learners were multi-dimensional: syntactic, phonetic, lexical, and affective. Particularly in this class, whereas the teacher tried to choose the most effective and various strategies and tactics to ‘bridge the gap’ in communication, the student did not use CSs in a diverse manner in order to overcome CBs and only used eleven out of 33 CSs in the taxonomy of Dornyei and Scott (1997). Accordingly, it may be necessary for EFL learners to have more experiences in more contextualized classroom interaction or consciousness-raising activities for diverse use of CSs without sacrificing communicative opportunities to learn target language.