본 연구의 목적은 기술기반 중소기업 구성원들의 혁신행동의 선행요인으로서의 조직 상황을 대변하는 조직문화와 CEO의 변혁적 리더십의 영향을 살펴보고, 이에 조절변수로서 개인-조직 적합성의 역할을 규명하는데 있다. 이를 위해 벤처기업, 이노비즈 기업, 기업부설연구소 기업 등 기술기반 중소기업에 근무하는 구성원들을 대상으로 수집된 264개의 자료가 분석에 사용되었다. 분석결과를 보면 조직문화 변수들에서 혁신지향문화는 구성원의 혁신행동에 정(+)의 영향을 미쳤지만 위계지향문화는 유의한 효과를 보이지 않았다. 그리고 CEO의 변혁적 리더십은 혁신행동에 정(+)의 영향을 미치고 있었다. 부트스트래핑 방법에 의한 조절효과 분석에서 개인-조직 적합성은 조직문화 및 CEO 의 변혁적 리더십이 혁신행동에 미치는 영향에 정(+)의 조절효과를 보였다. 특히 종업원의 POF 수준에 따라서 조직문화와 CEO 리더십의 조직 상황이 다르게 영향을 미치는 것을 알 수 있었다. 본 연구는 혁신행동 연구에 있어 그동안 잘 다루어지지 않았던 기술기반 중소기업으로 그 대상을 확장하였다. 또한 혁신행동의 선행변수로서 조직문화와 CEO의 변혁적 리더십이라는 맥적적 영향을 동시에 고려하였다. 그리고 조절효과의 중요성을 감안해 POF라는 새로운 조절변수를 도입하고 다각적으로 활용 하였다는 이론적 시사점이 있다. 또한 실무적 시사점으로 기술기반 중소기업 특성에 맞는 유연한 조직문화와 CEO의 변혁적 리더십의 역할을 제시하였다. 또한 조절변수인 POF가 채용과 배치 뿐만 아니라 조직 문화와 리더십과의 효과적인 상호작용이 중요하다는 시사점을 제공함으로써 혁신행동을 활성화하는 관심이 있는 경영자 및 실무자에게 실천적 방안을 제시하였다는 데 의의가 있다.

The purpose of this study was to investigate students’ satisfaction with, perceived ease of movement of, and perceived fit of high school girls’ uniforms according to the uniform design. “P” high school, with a one-piece dress-type uniform, and “H” high school, with a two-piece type uniform, were selected for this study. Sixty-five female students from each school participated in the study. The questionnaire was composed of 21 questions about the school uniforms’ purchase behavior, design, fit, ease of movement, and modification and participants’ demographic information. Students from both schools were generally satisfied with the uniform design. However, in the open-ended response section, many “P” high school students responded that the fact that the one-piece dress pulled up when sitting or raising the hand made it uncomfortable. On the other hand, “H” high school students responded that the skirt was uncomfortable, because it left the body or underwear exposed when the wind blew due to the many pleats in the skirt. In the assessment of the ease of movement, “P” high school students were more likely to describe the uniform as uncomfortable than “H” high school students. Many students responded that they modified their school uniforms, and the length of the skirt and one-piece dress was the main part that was modified. This study suggests that growing female high school students are unsatisfied with the school uniforms’ design and fit. Additionally, the perceived fit and satisfaction levels depend on the uniform design.

Quick Response (QR) code has often been employed in promotional coupon campaigns worldwide. This research addresses whether and how curiosity, visual complexity and perceived fit jointly affect consumers’ intention to scan such a code. Based on relevant theories from marketing and psychology, we posit that, while consumers with the high level of curiosity are likely to be more bound to visual complexity, consumers with the low level of curiosity tend to rely more on a good perceived fit, thus overcome the negative effects of visual complexity, forming greater scan intention. To this end, we conduct an experimental study with general consumer sample. The findings support our main prediction. In closing, we discuss theoretical and managerial implications while recognizing important limitations and suggesting future research directions.

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.