In order to explore the job crafting experience of millennial safety workers, this study conducted a qualitative case research with five safety workers of S Energy from March 26 to September 27, 2021 . As a result of the analysis, task crafting showed ‘matching one’s strong suit with a given task’, ‘expanding work knowledge using social network service (SNS)’, and ‘making changes in job performance methods for preemptive safety management activities’. Also, Cognitive crafting showed ‘recognition of social vocation as a safety job’, ‘recognition of a role to grow as a safety management expert’, and ‘cognitive changes from means of organizational adaptation to enjoyment and energy of life’. At the same time, in relation crafting, ‘establishment of amicable relationships through SNS in non-face-to-face and rapid communicating situations’, ‘safety management made through with mutual cooperations between business people’, and ‘reborn as a mutual safety net in business relationships’ appeared. These can be used as basic data to accumulate the theoretical basis for job crafting research of millennial safety workers and to improve their job satisfaction. A follow-up study was proposed for safety workers with occupations of various kinds.

본 연구는 최근 기업 조직 내 급속도로 유입되고 있으며, 기업 경영 전면에 부각되고 있는 밀레니얼 세대 구성원들의 특성이 반영된 팔로워십 역량 측정도구를 개발하고 타당화하는데 있다. 이를 위해 선행 연구에서 제시된 국내 대기업 밀레니얼 세대 팔로워십 역량 모형을 바탕으로 후속 연구를 진행하여 타당성이 확보된 측정도구를 개발하였다. 연구 절차는 DeVellis의 척도 개발 절차를 적용하여 예비문항 개발 및 검증, 측정도구 검증 단계를 거쳐 타당성을 확보하였다. 주요 연구결과는 다음과 같다. 첫째, 선행연구에서 제시된 3대 영역, 14개의 팔로워십 역량 구성요인의 측정도구로 사용할 예비문항을 개발하여 검증한 결과 59개 문항으로 구성되었다. 둘째, 측정도구 타당성 확보를 위해 탐색적 요인분석과 확인적 요인분석을 실시한 결과 요인적재량 기준에 미치지 못한 문항이 삭제되었고, 유사한 개념끼리 통합되어 3대 영역, 10개의 팔로워십 역량 요인, 44개 측정 문항으로 구성되었다. 이후 공인타당성, 측정동일성 검증, 동일방 법편의 검증의 과정을 거쳐 최종 확정된 밀레니얼 세대 팔로워십 역량 측정도구는 개인영역은 학습민첩성, 자기성찰 등 24문항, 관계영역은 공감, 협력 등 13문항, 조직영역은 조직목표추구, 변화감지 등 8문항으로 총 44개 문항으로 구성되었다. 본 연구는 기존 국내 팔로워십 역량 연구에서 다루지 못한 세대의 특성을 반영한 팔로워십 역량 측정도구를 타당화하였다는 점에서 학문적 의의가 있으며, HRD 현장에 밀레니얼 세대의 팔로워십 역량을 측정하고 그 결과를 바탕으로 인적자원을 활용하는데 지원할 수 있다는 점에서 실천적 의의가 있다.

밀레니얼 세대의 규모와 중요성이 조직에서 점점 커짐에 따라 기존 세대와는 차별화된 이들의 특성을 분석하는 연구가 지속적으로 이루어져 왔다. 이에 한국에서도 이들에 대한 관심이 지속적으로 증가하고 있는 상황이다. 그러나 밀레니얼 세대의 특성과 관련한 기존 대표 연구들을 리뷰한 결과, 연구마다 서로 다른 밀레니얼 세대의 특성을 강조하고 있는 것을 확인할 수 있었다. 이에 밀레니얼 세대의 특성을 체계적으로 구조화하여 이들의 특성을 밝혀내는 것이 매우 중요해지고 있는 상황이다. 이러한 배경에서 본 연구는 조직에서 그 중요성이 증대하고 있는 밀레니얼 세대의 특성을 정확히 파악하여 이들에 대한 다양한 유형을 제시하는 것을 목적으로 하고 있다. 특히 본 연구는 밀레니얼의 특성과 관련한 국내외 15개 대표연구를 심층적으로 분석하고 사회정체성이론과 사회교환이론에 기반하여, ‘자기중심-조직중심’, ‘안정지향-성장지향’ 두 개의 축을 중심으로 4가지 밀레니얼 세대의 유형 (‘자기중심-강한 성장욕구’, ‘조직 중심-강한 성장욕구’, ‘조직중심-약한 성장욕구’, ‘자기중심-약한 성장욕구’)을 제시함으로써, 밀레니얼 세대의 특성을 쉽게 단순화하여 규정하기 보다는 밀레니얼 세대 안에서도 다양한 특성이 존재함을 밝히고자 한다. 마지막으로 이러한 논의를 바탕으로 연구의 이론적·실무적 시사점과 향후 연구 방향을 제시하였다.

Purpose: We explore to find out and analyze the direct influence of Millennial Orientation on Goals Mediated by work engagement and satisfaction. And, interaction cannot be a direct relationship between research variables. Method: The implementation uses the survey method. This research was conducted at PT. East Kalimantan fertilizer operated in Bontang, East Kalimantan. The population in this study were all employees of PT. East Kalimantan fertilizers operated in Bontang, as many as N = 500 people. The sampling technique used is proportional stratified random sampling. Findings: Millennial orientation influences engagement, job satisfaction and intention to leave, direct engagement has a significant effect on job satisfaction and intention to leave, and job satisfaction is directly related to intention to leave. Originality: Alignment between millennial goals in encouraging job satisfaction and employee engagement, so that it can have an impact on the intention to leave employees, especially at PT. Pupuk. Kaltim. Also, direct millennials as decreasing intention to leave.

This study aimed to identify the key factors influencing the U.S. millennial consumers’ willingness to recycle their denim apparel to brands or retailers. Consumer perceived value model provides the theoretical framework and guides data analysis. Five main values identified are the perceived social, financial, emotional, convenience and ecological values.

Despite growing research interest in consumer health, well-being and beauty, little is known about factors influencing consumer purchase decisions for female fitness devices. This study focuses on Kegel exercises – exercise routines developed by Dr. Kegel to strengthen pelvic floor muscles – that are recommended by health professionals for patients experiencing health ailments such as urinary incontinence, sexual dysfunction, and dissatisfaction. Despite the benefits, women are not well aware of the role of pelvic floor muscles. The diffusion and acceptance of Kegel exercise and devices among women are likely determined by how comfortable women are about obtaining such benefits. For this reason, feminism should play an important role in shaping women’s desire to engage in Kegel exercises. Thus, this research investigates how feminism is related to Millennial women’s engagement with fitness products, particularly Kegel devices. Drawing on the literatures about sexuality, health, and marketing, we propose that feminism positively influences women’s health-related attitudes (i.e., attitudes towards fitness, fitness opinion leadership, attitude toward core strength, and desire to control sex life), which in turn positively impacts women’s fitness engagement. Fitness engagement, in turn, is expected to predict attitudes towards Kegel exercise and Kegel device purchase intentions. On the other hand, women’s attitudes toward core strength and desire to control sex life are proposed to have a direct, positive impact on attitude towards Kegel exercise. Analysis of PLS-SEM shows general support for the hypotheses. We discuss how interest in Kegel devices could, in turn, lead to positive effects on overall physical and psychological health and provide implications for marketing practitioners.

This study relies on Gustafson’s (2001) self-environment-others framework to investigate Asian millennials’ cosmopolitan discourse in the context of Taiwan night market. In the eyes of Asian millennial cosmopolitans, the local Taiwan night market experience not only represents local consumption pattern, but also reflects the global appropriation of local consumption meaning. Introduction Asian millennials are those who were born in the early 1980s until 2000s. They are the “lucky” generation to grow up in the economic resurrection in Asia. They possess distinguished characteristics from the previous generations (Chu & Welsh, 2015). Therefore, they emerge to become the influential change agents. Their cultural consumption behaviour and preference has significant influence on local cultural experience design. Cosmopolitanism in consumer culture refers to an identity discourse in respond to globalization. Cosmopolitan identity inspires ones to seek personal enrichment through consumption of cultural diversity (Thompson & Tambyah, 1999). The concept of cosmopolitanism can be traced back to two parallel perspectives: Greek Stoicism (Appiah, 2010) and Chinese Confucianism (Chun, 2012). The western cosmopolitanism conceptualizes cosmopolitans as the citizen of cosmos. Showing loyalty toward the worldly community and against the community where ones had been born is the major conduct that these cosmos citizens are oriented toward to (Delanty & He, 2008). In contrast, the eastern cosmopolitanism originates from the concept of Tianxia (天下) (Chun, 2012), which is based on the natural geography, the concept of political control from the central power to all the remote areas, and the concept of ethical conduct within the regime of the common area. Recent research on cosmopolitanism recognizes the possible variations of cosmopolitanism in different cultural context (Chun, 2012), and perpetuates the need to investigate cosmopolitanism as socio-cultural specific forms(Delanty & He, 2008). Enlighted by this notion, this study investigates an alternative form of cosmopolitan discourse specific to the rising Asian millennials, and its implications in local night market culture experience design. Night market as the venue for cultural experience study Night market is a common marketplace in Asia. Over 1,000 years (since Sung Dynasty A.D. 960 – 1279) night market has already existed in China. Night market has dispersed to other Asian countries along with the regional migration of Chinese ethnic group (Pottie-Sherman & Hiebert, 2013). Despite its Chinese origin, night market has evolved to a cosmopolitan consumption space providing local cultural experiences. It was found that there are seven dimensions of cultural experiences (Yu, 2004): night time (Zerubavel, 1985), shi (市/market), xiaochi (小吃/ small food), vending/vendor, temporality, renao (熱鬧/ lively and crowded condition), and renqingwei (人情味 / human touch). Night market provides local experience for global visitors (Chen, Lee, Chang, Hou, & Lin, 2008). Therefore, this study chooses night market as the consumption venue for investigation. Methodology This study relies on Gustafson’s (2001) tri-polar model of self-environment-others to guide the post-structuralist reading of field observation scripts. Self is the agent to interpret the meaning of the place; environment refers to the socio-cultural aspects of the physical place; others refer to the dynamic social aspects in the place. The informants were all Indonesians. The two authors went with two Indonesian MBA graduates to Huayuan Night Market in the first trip. The first author went with six Indonesian MBA students to Dadong Night Market in a second trip. The two night markets visited in this study were Huayuan Night Market (花園夜市) on November 3rd 2016, and Dadong Night Market (大東夜市) on November 22nd 2016. Both of the night markets were located in Tainan, Taiwan. Result In this session, we synthesized the qualitative data, and integrated the result with existing literatures to discuss the characteristics of Asian millennial cosmopolitans. 1. A cosmopolitan identity rooted on confucianism’s tianxia (天下) The notion of tianxia has already emerged starting in Xia Dynasty (Chun, 2012). Tianxia is rooted from Confucius (551 – 479 B.C) from the traditional literature of liyundatong (禮運大同). Since then, the concept has been embedded in the historical development of Chinese geographic expansion experiences, and in the fusion of the invading alien culture in China. The cosmopolitan ideology of tianxia can be found in the night market. Night market is a place that open for all. The visitors were diverse. Not only the local people (the Taiwanese) but also foreign people can enjoy the lively atmosphere of the night market. Those who had money and status also can come to enjoy the night market, not only limited for those in the “low social class”. Even though night market perceived as the marginal place, but in the night market all people are the same. Everyone can enjoy. 2. A transient cosmopolitan identity based on mass media, global brand consumption, and tourism international travel The Asian consumer cosmopolitanism mostly spawned from the popular culture disseminated from mass media, global brand consumption, or tourist traveling. People relying on mass media and global brand consumption as venues for exchange of identities, ideas, images, religion, language, music, lifestyle, sport, etc (Huang, 2006). The usage of English as the second language, household living standard, years of schooling, and economics of internalization are the greatest aspect of high level of cosmopolitanism in Asia (Brown & Baogang, 2012). In addition, because of the increasing tourists traveling around the world, the cosmopolitan lifestyle characterizes the Asia millennials as moving out of their locals temporarily. Tourism and international travel are related to lifestyle cosmopolitanism and critical cosmopolitanism. Those characteristics differ from those cosmopolitans of the diaspora moving permanently out of their home countries. Similar to European counterparts with several identities simultaneously (Ong, 1999), however, the Asian millennials’ identities are more transient and fluid. Night market provides a temporary consumption space for the locals to indulge in authentic lower social class experience, and for the foreign visitors to sample local experience. 3. An imagined cosmopolitan identity Because of the low social class, who are the major visitors at night market, have lower disposable income, the visitors of night market choose to consume counterfeits as long as they can be seen as “wealthy class”, which often associated with a cosmopolitan image (Huat, 2004). Counterfeits provide them imagined experience to participate in material consumption beyond their affordable income. The Asian millennials also are capable of relied on the images of lower social class from mass media to appropriate their night market experience, which results in an imagined cosmopolitan experience. The night market is an evidence of a space depicting the imagined cosmopolitan consumption experience. 4. Double marginality The primary marginality comes form night market itself. Night market is perceived as the marginal place since the patronages are mostly from the lower social class in the society (Yu, 1995). Night market is regarded as a place selling the counterfeits and low quality items, which are accessible to those who cannot afford to buy the originals. The secondary marginality comes from the cosmopolitan identity. Cosmopolitans orient their mind to a broader identity like the nation or the world. The cosmopolitans are rootless who do not belong to any one community, and hence, marginal (Merton, 1957). In addition, the Asian cosmopolitans are perceived as marginal in the global cosmopolitan context since they are peripheral to the core of the global or western dominated cosmopolitans. 5. A sense of one community identity The other way to see the Asia cosmopolitanism is based in the civilizational crossfertilization. This civilizational is the result of cross-cultural fertilization as against to separate and autonomous civilizations. The hybrid cultural form of Asia provides fertile ground to develop cosmopolitanism. The Asian millennials emphasize the “we” cosmopolitans as an opposed to “I” cosmopolitans. The Asian millennials went in a group either with friends from the same ethnic background, or with their local Taiwanese friends. Asia profess collectivism, which is tending to strong community orientation (Holbrook & Hirschman, 1982). The Asian cosmopolitans believe that they are in the same state or level of development state or in the same time zone other part of Asian, and later they made the imagined community. They also believe there is a cultural relationship in the various Asian countries (Funabashi, 1992), that is the Confucianism (Delanty & He, 2008). Evidence from night market study showed the strong sense of belonging as a group. When some members from the group were in trouble, someone would offer to be a “savior” to help. 6. Cautious cosmopolitans Although similar to the European counterparts of having a penchant to consume the authentic product or service, looking for variety and the exotic simulation, and relying heavily on the social media, the Asian millennial cosmopolitans tend to show a follower characteristic when exploring new experience. Also, they are mostly like a passive participants or mere observers in the foreign experience. conclusions and implications to cultural experience design This study relies on the framework of self-environment-others (Gustafson, 2001) to investigate Asian millennials’ cosmopolitanism in Taiwan local night market context. This research finds that in addition to the same characteristics of their western counterparts, Asian millennial cosmopolitans exhibit five unique characteristics. Although the local Taiwan night market is expected to render authentic local consumption, it is experienced as an imagined global practice. Or, alternatively, the imagined global culture consumption is experienced as authentic local. While the Aisan millennials eager to experience the local night market cultural authenticity, they also constantly refer to their similar home night market culture meaning framework. For the Asian millennials, the Taiwanese local experience is framed in both an imagined global meaning context, and an authentic other locals, i.e. the idiosyncratic home culture meaning frameworks of the cosmopolitans’. However, the Asian millennial cosmopolitans are capable of appropriating the gaps in these cultural meaning discourses. The appropriation process is where local, and global cultural meaning has the opportunity to be redefined, and reorganized. The implications from this study can be applied to local cultural experience design. The results also provides valuable perspectives for culture institutions, such as night market managing organizations, in their communication strategy to these Asian millennial cosmopolitans.

Introduction Smartwatches are mini devices that are worn like standard watches, which allow installation and use of mobile apps enabling connectivity and interactivity (Chuah et al., 2016). Park et al. (2016) regard smartwatches as multi-category products and are considered to be the first commercialized wearable technology for consumers (Jung et al., 2016). Wearable technologies refer to high-tech devices that are integrated into clothing, accessories or the human body to provide personalized functions to users, regardless of the types of usage (Choi and Kim, 2016). Thus, the smartwatch is recognised as an important and pioneering sub-category of broader smart-fashion. Wearable technology has become more readily available and widespread in the market. A recent industry report (IDC, 2017) indicates that worldwide shipments of wearable devices are expected to increase by 132% from 102.4 million units to 237.5 million units between 2016 and 2021, driven by the proliferation of new and various types of smartwatches. In the past, high-tech and fashion were considered as two separate industries. However, recent years have witnessed a trend towards fashion and high-tech collaborations (Zimmermann, 2016). For example, “Hermès Apple watch” and “Louis Vuitton Tambour Horizon” (O‟Connor, 2017). Millennial consumers are often perceived as the first high-tech generation. This young generation is increasingly attracted by the innovativeness of smartwatches (Shotter and Bradshaw, 2014). According to PwC (2016), millennials are more likely to use smartwatches than older generations. Gartner‟s (2017) research also highlights that millennials represent the largest user group of wearable technologies. Considering the increasing magnitude of millennials‟ interest in luxury wearables, this study takes factors affecting millennial consumers‟ new technology acceptance, and luxury consumption into account. Despite increasing attention from industry, scholarly research on wearable technology has been limited to technological uses. Extant studies are focused in the fields of information systems, computers in human behaviour (Chuah et al., 2016) or electronic textiles (Berzowska, 2005). They concentrate on how these devices might be utilized for healthcare and safety monitoring, fitness or biometric purposes (Choi & Kim, 2016). Academic research to date therefore tends to be more technology rather than consumer driven (Choi and Kim, 2016). As discussed, although the fashion and technology industries are converging (Zimmermann, 2016), most existing research into smartwatch adoption (Choi & Kim, 2016; Chuah et al., 2016; Kim & Shin, 2016) utilizes standard or fitness-centric smartwatches as the research objects. Researchers generally fail to see smartwatches as a hybrid of high-tech wearable and luxury products. The Technology Acceptance Model (TAM) (Davis, 1986) is a frequently cited model in predicting consumers‟ intentions to adopt an emerging technology. It depicts that perceived usefulness and perceived ease of use are two critical variables influencing users‟ beliefs, attitudes and intentions to embrace a new information system (Legris et al., 2003). An extension of TAM, TAM 2 (Venkatesh and Davis, 2000) denotes the influence of subjective norm on behavioural intentions. In this model, technology adoption is regarded as a process of social influence. TAM has been extensively applied to explain consumer acceptance of e-commerce (Pavlou, 2003), mobile payment (Schierz et al., 2010), smart glasses (Raushnabel and Ro, 2016), mobile learning systems (Park et al., 2012) and standard smartwatches launched by IT brands (Kim and Shin, 2015; Choi an Kim, 2016). Yet, despite considerable research on the application of TAM, studies incorporating TAM 2 to explain consumers‟ perceptions, attitudes and intentions towards using luxury fashion wearables is still scarce. While Choi and Kim (2016) provide a first step towards understanding consumers‟ perceptions of smartwatches, the authors consider only the functional (perceived usefulness and ease of use) and personal (need for uniqueness and vanity) variables. The influences of other factors like emotional and social factors are neglected. Within the context of consumer behaviour, watches are consumed primarily for aesthetic appeal, as well as providing a means for constructing one‟s self-identity. Thus, psychological and social motivations may also be considered as antecedents to luxury fashion smartwatch adoption. In addition, luxury fashion wearable technology products embrace both high-tech functionality and fashionable design. These smartwatches are marketed as luxurious accessories, rather than solely functional digital devices, as self-expressive use of them has become more commonplace (Mintel, 2016). Furthermore, millennial consumers generally consume luxury for social-oriented purposes (Eastman & Liu, 2012). Hence, values that drive millennial consumers‟ luxury consumption, along with factors proposed in TAM 2, are perceived to play a critical role in affecting the adoption of these smart accessories. The premise of this paper is based on Wiedmann et al.‟s (2007) model of luxury values, employing individual values (self-identity and perceived hedonism), social value (perceived conspicuousness) and functional values (perceived usefulness and perceived quality) to investigate the key factors affecting luxury fashion smartwatch adoption. The Theory of Reasoned Action (TRA) (Ajzen and Fishbein, 1975) provides a framework for understanding consciously intended consumer behaviour (Yousafzai et al., 2010). It posits that the impact of consumer attitudes and subjective norms on actual behaviour are mediated by behavioural intentions, which is considered the most powerful predictor of human behaviour (Ajzen and Fishbein, 2005). In TRA, the roles of personal and social factors in forming behavioural intentions are considered. This attitude-intention-behaviour association has been extensively validated in various contexts like ethical consumption (Paul et al., 2016), Green Information Technology (Mishra et al., 2014) and online banking (Yousafzai et al., 2010). Yet, nascent research exists on the attitude-intention link in luxury fashion smartwatch adoption. Purpose In order to address the research gaps elucidated, this study aims to examine the relationships between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore millennial consumers‟ overall perceptions of using these luxury wearable technologies. Specifically, this study critically reviews and links the theories of technology adoption and luxury consumer behaviour to investigate and explore consumer behaviour towards luxury fashion smartwatches in order to offer compelling academic and managerial implications. Design/Methodology/Approach A conceptual framework (see Figure 1) was developed grounded in luxury consumption, technology acceptance and consumer behaviour literature, from which 9 research hypotheses and 3 research questions ensued. The model posits that millennial consumers develop attitudes and purchase intentions towards luxury fashion smartwatches in 3 stages. In line with the tri-component attitude model (Fishbein and Ajzen, 1975), consumers learn about luxury fashion smartwatches at the first phase (cognition). The second phase (affective) involves the formation of consumers‟ attitudes towards using luxury fashion smartwatches. At the final phase (conation), consumers develop intentions to buy consistent with their overall evaluations. Drawing on the TRA, relationship between consumer attitudes and purchase behaviour in terms of learning, feeling and doing (Solomon et al., 2010) is depicted. To offer a detailed understanding, mixed methods were employed (Creswell, 2014). An online self-administrated questionnaire was conducted and 230 valid samples were collected. The sample profile were millennial consumers, born between 1980 and 2000 (Young and Hinesly, 2012), who have seen or tried any luxury fashion smartwatch. This study recognizes millennial consumers as the research subject because this generation is described as the next prominent consumers of global luxury and are the largest user group of wearable devices (Higgins et al., 2016; Gartners, 2017). The proposed hypotheses were tested using SPSS 23.0 and subject to 5- statistical tests: reliability, descriptive statistics, factor analysis, correlation analysis and multiple linear regression. In addition, two face-to-face semi-structured focus-group discussions with 10 participants were conducted aiming to better understand the millennial consumer perceptions of using luxury fashion smartwatches. Quantitative content analysis and thematic analysis were employed to produce a more organized and comprehensive summary of the qualitative data. << Insert Figure 1 about here >> Findings The findings indicate that functional, individual and social factors influence millennial consumers‟ adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating luxury fashion smartwatches are perceived as both an IT device and luxury fashion accessory. Other factors that might affect adoption are also discussed. A positive association between attitudes towards using luxury fashion smartwatches and purchase intentions is identified. Implications This study addresses a scholarly research gap by examining factors affecting attitudes and intentions towards using luxury fashion smartwatches, from millennial consumers‟ perspectives. It also offers strategic recommendations for luxury fashion brands in launching and growing luxury wearable opportunities specifically aimed at millennial consumers – a substantial and strategic segment for luxury brands. Research limitations and directions for future research are further elucidated. Originality and Value Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring millennial consumers‟ perceptions towards using these new generation smartwatches. To the authors‟ knowledge, this study is the first to investigate the application of TAM 2 in examining luxury fashion smartwatch adoption, and subjective norms has been proven as one of the most important factors.

Due to the highly competitive nature of the apparel industry, fashion brands attempt to constantly engage consumers through various marketing strategies. Social media was found to drive female consumer purchases for apparel items. In shopping for fashion, consumers have used their personal connections on social media as an information source about different brands and products and to seek approval of their peers before making a purchase decision (Park & Cho, 2012). Cha (2009) found that female consumers look to their social media network connections for emotional connections, opinions, and approval on clothing, perfume, and accessories they are considering purchasing online. Ruane and Wilson (2013) found that female consumers use social media sites for information on where to shop and what merchandise to purchase. In studying the effect of blogs on corporate outcome, the role Millennials play is found to be significant. They are heavily reliant on word of mouth when up to 93% of Millennials has purchased a product after hearing about it from a family member or friend (Hoffmann, 2014). They not only usually read reviews prior to purchase, but also pass their recommendations via social media post-purchase (Hoffman, 2014). This age group constitutes 27% of the US population and in spite of their lower incomes, they spend more money on e-commerce than any other age group ($2,000 annually) (Smith, 2015). Therefore, this study aims to suggest strategies to fashion brands on effective blog campaign, which may eventually provide insights on how marketers can encourage engagement with female Millennial apparel consumers. The study’s objectives are 1) to examine the effect of brand awareness building customer’s brand credibility, brand similarity and blog engagement 2) to investigate the impact of brand responses on customer’s brand credibility, brand similarity and blog engagement, and 3) interaction effect between brand awareness and brand responses on customer engagement through cognitive evaluation in fashion blog context. A 3 (brand response: automated response, personalized response, no response) x2 (Brand awareness: well know, unknown) experimental design was developed through a pre-test of 139 participants. For main-test, experiment conditions and the following survey were completed by the convenience sample of 537 students in a large Southern university. Research findings revealed the significant impact of brand awareness on customer perceived brand credibility and brand similarity which were significant predictors of engagement intention. In contrast, the study indicated the insignificant relationship between brand responses and blog engagement intention. Study’s result not only suggested implications for marketers but also expanded further studies contributing on the body of knowledge.

As the millennials continue to mature and enter the workforce, it is important that employers understand what this generation expects from all aspects of their employment and leadership preferences in order to prepare them to be the next millennials leaders. The purpose of this research is to determine the generic attributes of the new millennial leaders in Malaysia. The survey is distributed among executives in the selected government-linked, multinational, and public-sector companies in Malaysia, with 237 (72%) of whom being millennials. Partial least square (PLS-SEM) via software SmartPLS 3.0 was applied to evaluate the measurement model and the structural model. Results from this study indicate that the attributes of the millennials leader are innovative (0.213), inspiration (0.128), and visionary (0.122). Thus, organization can focus on those attributes in preparing the millennials for being the next generation of leaders. This study offers important implications to researchers as well as practitioners, and highlights the leadership attributes that could help in enhancing millennials leadership. This study produces a new millennials leadership attributes model for millennials leaders in Malaysian companies; with millennials becoming the fastest-growing age groups in the organizations, this study will promote effective and efficient skills for the millennials.

The purpose of this study is to investigate and reconfirm the research instruments and variables that have been developed by prior study and built new concepts from empirical research results. Besides analyzing the essential role of fundamental, rational, and psychology aspects to increase employee’s intention to stay in a company, which is useful for the development of human resource development strategies for millennial workers in the future. A total of 438 non-student male respondents aged 23-36 years, with unmarried status and not working in the SOE sector or as a civil servant, were surveyed with questionnaires. The study was conducted in Makassar, Indonesia. Data collection uses a survey with the second-order model approach and regression with control variables. The findings of this study suggest the existence of an inter-relationship between fundamental, rational and psychological aspects. They are inseparable and have a positive and significant influence. Broadly speaking, the link between fundamental, psychology and rational aspects states that the decision for millennial male workers to stay in the company will depend on whether the company has a good image and reputation, the level of attention the organization pays to career development, is competent, and applies regulations and rules with flexibility.

The purpose of this study is to derive various clues for the establishment of marketing strategies for companies that produce and sell high-involvement products for Millennials who are not the subject of current consumption but who will lead future consumption. For this purpose, this study aimed to derive 17 factors of high-involvement product selection attributes through FGI, and its relationship on repurchase intention after make a variable through PCA. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis, and hierarchical controlled regression analysis were performed. The results showed that overall, external and internal selection factors had a positive influence on repurchase intentions, and in particular, appealing to internal and external selection factors in order to promote repurchase intention. Meanwhile, the Millennials were found to have no gender difference. Therefore, the company producing and selling high-involvement products suggests that it is necessary to make a priority effort to secure brand awareness, trust in product producers, store trust, and product self-reputation as components of internal selection factors. It was also concluded that more strategic efforts were needed to focus on and appeal to the characteristics of the Millennial itself rather than to consider gender differences.

현재 밀레니얼 세대가 주요 소비층으로 부상함에 따라 밀레니얼 세대 소비자를 겨냥한 뉴트로 스타일이 하나의 트렌드로 부각되면서 최근 기존과는 차별화된 새로운 레트로 스타일인 뉴트로가 유행하고 있다. 이에 따른 본 연구의 목적은 다음과 같다. 첫째, 밀레니얼 세대 소비자에 대한 이론적 고찰을 통해 본 연구의 관점에서 유형화하고 연구 관점을 제안한다. 둘째, 알렉산드로 미켈레가 크리에이티브 디렉터가 영입된 구찌 브랜드 컬렉션의 특성을 분석한다. 셋째, 밀레니얼 세대 소비자의 특성 관점에서 구찌 컬렉션의 특성을 도출 한다. 연구방법은 이론적 연구와 사례고찰 분석을 병행하였으며, 본 연구의 결과는 밀레니얼 세대 소비자의 관점에서 구찌 컬렉션에 나타난 뉴트로 스타일은 유희성, 다양성, 환상성의 특성으로 나타 났다. 구찌 컬렉션에 나타난 유희적인 요소는 낙서적인 그라피티 패턴과 만화 캐릭터 이미지의 차용과 서로 다른 스타일의 옷을 레이어드하는 착장방식으로 어울리지 않는 옷들의 조합을 통해 촌스러움을 유발하는 방식으로 표현되었다. 다양성은 민족적인 에스닉과 특정 시대를 연상하게 하는 요소로 표현되었다. 또한 힙합 스타일과 남녀의 성별의 구분이 없는 앤드로 지너스 룩을 통해 다양성 추구를 표현하였다. 낭만과 환상을 추구하는 밀레니얼 세대의 성향은 환상적인 이미지를 차용하여 옷에 그대로 프린팅하거나 이질적인 소재의 결합 또는 엉뚱한 사람 머리의 인형, 우산, 부채 등의 오브제를 통해 연출되었다. 이처럼 뉴트로는 과거의 레트로에 현대적인 재해석을 통해 보다 젊은 세대의 감성에 부합하는 하나의 패션 트렌드로 나타났으며, 향후 보다 객관적인 자료를 바탕으로 뉴트로 스타일에 대한 개념 정립과 스타일 분석이 후속 연구를 통해 진행되길 제안한다.

Centennial- to millennial-scale climate change since the last glacial needs to be revealed to improve the overall predictability of future environmental change. Special attention has been paid to short-term climate oscillations because they usually occurred rapidly enough to cause noticeable change in the average expected lifespan of human. Recently, short-term climate change during the late last glacial was successfully reconstructed from Hanon maar paleolake in Jeju island. In this study, centennial- to millennial-scale climate signals transferred via atmospheric teleconnection were detected for the first time in South Korea. Possible future presence of abrupt climate shifts such as Younger Dryas or 8.2 ka event would not seriously influence the Korean peninsula, especially not Jeju island, due to the Kuroshio warm currents. The study of climate variabilities in Korea could provide essential paleoclimatic information for the entire East Asian monsoon region since the climate of the Korean peninsula is driven significantly by coupled land-atmosphere-ocean dynamics.

There have been many suggestions and much debate about climate variability during the Holocene. However, their complex forcing factors and mechanisms have not yet been clearly identified. In this paper, we have examined the Holocene climate cycles and features based on the wavelet analyses of 14C, 10Be, and 18O records. The wavelet results of the 14C and 10Be data show that the cycles of ~2180-2310, ~970, ~500-520, ~350-360, and ~210-220 years are dominant, and the ~1720 and ~1500 year cycles are relatively weak and subdominant. In particular, the ~2180-2310 year periodicity corresponding to the Hallstatt cycle is constantly significant throughout the Holocene, while the ~970 year cycle corresponding to the Eddy cycle is mainly prominent in the early half of the Holocene. In addition, distinctive signals of the ~210-220 year period corresponding to the de Vries cycle appear recurrently in the wavelet distribution of 14C and 10Be, which coincide with the grand solar minima periods. These de Vries cycle events occurred every ~2270 years on average, implying a connection with the Hallstatt cycle. In contrast, the wavelet results of 18O data show that the cycles of ~1900-2000, ~900-1000, and ~550-560 years are dominant, while the ~2750 and ~2500 year cycles are subdominant. The periods of ~2750, ~2500, and ~1900 years being derived from the 18O records of NGRIP, GRIP and GISP2 ice cores, respectively, are rather longer or shorter than the Hallstatt cycle derived from the 14C and 10Be records. The records of these three sites all show the ~900-1000 year periodicity corresponding to the Eddy cycle in the early half of the Holocene.