Service failure of high severity can lead to high recovery satisfaction when recovery efforts are seen very fair. Customers satisfied with recovery efforts and displaying high attachment anxiety will continue to repurchase. Attachment avoidance did not have an impact on the behavioural intentions and neither did the brand authenticity perception.

주도적 성격과 조직시민행동 간 관계에 대한 관심에도 불구하고, 선행연구들은 일치된 결과를 제공하 고 있지 못하고 있다. 또한 이 관계에 영향을 미치는 사회적 경계조건인 상사와 동료 관계 역시 어떠한 이론적 기반을 통해 가설화하느냐에 따라 상이한 예측이 가능하다. 이에 본 연구에서는 자기향상동기, 특 성활성화이론, 자원보존이론을 기반으로 주도적 성격이 조직시민행동의 참여 정도에 어떠한 영향을 미치는지를 검토하는 하였다. 더 나아가 자원보존이론과 특성활성화이론을 각각 활용하여 상사 지원 수준과 동료의 사회적 태만 정도가 주도적 성격과 조직시민행동에 미치는 효과를 어떻게 조절하는지를 대립가설 로 설정하여 살펴보았다. 특히 본 연구에서는 주도성 자체와 자기향상동기 관련 논의를 바탕으로 주도적 성격을 가진 구성원일수록 조직시민행동이 증가할 것으로 예측하였다. 그리고 특성활성화이론과 자원보존이론을 기반으로 상사 지원과 동료의 사회적 태만 정도가 갖는 상반된 조절효과에 대해 제시하고 대립 가설을 수립하였다. 이를 검증하기 위해 다양한 산업군의 조직에서 근무하는 167명의 상사-조직구성원 설문이 사용되었고, 분석 결과 예측과 같이 주도적 성격은 조직시민행동을 증가시키는 것으로 나타났다. 또한 두 가지 이론들 중 특성활성화이론에 기반한 예측과 같이, 상사 지원이 낮을 때나 동료의 사회적 태만이 높은 경우 주도적 성격을 가진 사람일수록 주도성이 발현되어 오히려 조직시민행동에 보다 활발 히 참여하는 것으로 나타났다. 이러한 연구결과를 바탕으로 결론에서는 조직시민행동에 영향을 미치는 성격적 요인에 대한 추가적인 논의와 채용 및 선발 관점에서 본 연구가 가진 시사점, 그리고 연구의 한계 점과 향후 연구방향을 논의하였다.

목적 : 본 연구에서는 시기능훈련 전, 후의 Big5 성격(외향성, 우호성, 성실성, 신경증, 개방성)의 차이와 시기 능훈련의 향상도를 분석하였다. 방법 : 교정시력 1.0 이상의 20대 성인 남녀 42명을 대상으로 시기능훈련 전, 후의 양안시검사(포롭터CV-5000, TOPCON, JAPAN이용)와 Big5 성격검사(25문항 5점 척도)를 실시하고, 양안시 이상 분류에 따라 개인별 시기능 훈련 도구(Bernell. USA)를 선정하여 시기능훈련을 실시하였다. 결과 : Mogan’s 기준 범위내군과 범위외군의 시기능훈련 전, 후의 Big5 성격의 차이를 분석한 결과, 범위내군에서 외향성은 폭주근점(p=0.041), 융합용이성(p=0.027), -100그래디언트(p=0.048)으로 시기능훈련 전 보다 시 기능훈련 후 외향성 점수가 모두 유의하게 높게 나타났으며, 우호성은 원거리사위도(p=0.038), 원거리 음성융합버전스 회복점(p=0.010), 원거리 양성융합버전스 흐린점(p=0.027), 원거리 양성융합버전스 분리점(p=0.029), 근거 리사위도(p=0.025), 그래디언트 AC/A비(p=0.019), 융합용이성(p=0.025), 조절랙(p=0.019), 우안조절력(p=0.003), 좌안조절력(p=0.005), 양안조절용이성(p=0.012)으로 시기능훈련 전 보다 시기능훈련 후 우호성 점수가 모두 유의하게 높게 나타났다. 범위외군에서는 외향성은 –100그래디언트(p=0.048)으로 시기능훈련 전 보다 시기능훈련 후 외향성의 점수가 높게 나타났다. 우호성은 폭주근점(p=0.045), 원거리 음성융합버전스 분리점(p=0.017), 원거리 양성융합버전스 회복점(p=0.033), -100그래디언트(p=0.046), 근거리 음성융합버전스 흐린점(p=0.022), 음성 상대조절력(p=0.026), 양성상대조절력(p=0.006)으로 시기능훈련 전 보다 시기능훈련 후 우호성 점수가 모두 유 의하게 높게 나타났다. 결론 : 범위내군과 범위외군 모두 시기능훈련 전 보다 시기능훈련 후 우호성이 높아지는 것을 확인하였다.

The concept of retail therapy which refers to “the phenomenon in which consumers buy things to make themselves feel better” (Kacen, 1998) has been used by the U.S. retail firms in marketing (Kang & Johnson, 2010). Previous studies found that retail therapy concept was associated to consumption behaviors including compulsive buying (Faber & O’Guinn, 1992; O’Guinn & Faber, 1989). Frost et al. (1998) found that compulsive hoarders show compulsive buying tendencies. O’Guinn and Faber (1989) found that compulsive buyers are more likely to confirm compulsivity as a personality trait with a low self-esteem. Lack of research into association of retail therapy to compulsive consumer behaviors motivated us to pursue this study which investigate relationships among retail therapy, compulsive buying and compulsive hoarding, and to examine the moderating effect of consumers’ personality traits on the relationship between retail therapy and compulsive hoarding. Our research questions are: (1) How retail therapy is related to compulsive buying and compulsive hoarding? and (2) Which personality traits moderate the relationship between retail therapy and compulsive hoarding? Based on the literature review, the following hypotheses were proposed. H1: Retail therapy is positively related to compulsive buying; H2: Compulsive buying is positively related to compulsive hoarding; H3: Retail therapy is positively related to compulsive hoarding & H4: Personality trait moderates the relationship between retail therapy and compulsive hoarding. The researchers used 12 items to measure retail therapy (Kang, 2009), 6 items to measure compulsive buying (Faber & O’Guinn, 1992), 9 items to measure compulsive hoarding (Frost, Sketekee, & Grisham, 2004) 8 items of Big Five Inventory (Rammstedt & John, 2007) and 15 item Narcissistic Personality Inventory (NPI) (Ames, Rose & Anderson, 2006) to measure personality trait based on 7‑point Likert scales (1 = strongly disagree, 7 = strongly agree). The online survey was conducted with college students enrolled at a major Midwestern University. A total of 354 undergraduate and graduate students’ responses were used to analyze data. A principal component factor analysis with varimax rotation was conducted to evaluate the measurement of each construct. The factor loadings were above of 0.60, indicating acceptable convergent validity. Reliabilities with Cronbach’s alphas for retail therapy,compulsive buying, compulsive hoarding and personality trait construct were 0.96, 0.81, 0.90 and 0.81 respectively, exceeding the suggested level of 0.70. Simple linear regression was performed to test hypotheses. The results revealed that F statistic (F(1, 352)=126.53, p =.000) was significant and regression coefficient was statistically significant. Therefore, H1 was supported and consistent with previous findings (Faber & O’Guinn, 1992). The regression coefficient for the path from compulsive buying to compulsive hoarding was statistically significant (F(1, 352)=77.15, p=.000). Therefore, H2 was supported and consistent with Frost et al. (1998)’s study. The retail therapy contributed significantly to the prediction of compulsive hoarding with the statistically significant regression results (F(1, 352)=20.28, p=.000), supporting H3. From the principle component analysis with varimax rotation, four factors were extracted from 23 personality trait measurement items which are labeled as “authority-leadership narcissism”, “self-esteem narcissism”, “positive disposition”, and “negative disposition”. All factor loadings were above 0.60 for their respective factors. Then, the researchers divided one single group into four personality trait groups, using these four factors. 4%, 27.1%, 53.7% & 15.3% participants represented “authority-leadership narcissism”, “self-esteem narcissism”, “positive disposition” & “negative disposition” group respectively. Simple regression analysis was performed to test H4. The regression coefficients for positive disposition group (F(1, 188)=13.19, p=.000) and negative disposition group (F(1, 52)=5.01, p≤.05) were statistically significant. H4 was partially supported. The results indicated that people from two groups characterized by positive/negative personality tend to engage in compulsive hoarding to alleviate their negative feelings or mood. Anyone with narcissistic personality with a high self-efficacy may not be engaged in compulsive hoarding even when a therapeutic treatment is made through shopping. They tend to purchase products for changing their moods, but their therapeutic behavior doesn’t lead to compulsive hoarding, which causes sufferings in the end. The low self-esteem has been presented with people being engaged in compulsive behaviors (Marlatt et al., 1988). These findings can help apparel marketers develop the strategies to upgrade their sellingenvironment entertaining so that their customers’ moods are repaired and customers feel satisfied through therapeutic shopping behavior. This study has a limitation that prevents us from generalizing the results to the young consumer population due to sample size to college students.