• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.593-610
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• 2020

The purpose of this study is to explore how the collectivism of Koreans has changed or has not changed. Through in-depth interviews and FGI with the older and new generations, keywords that express Korean collectivism today were discovered. First, the collectivism of Koreans is defined as 'selective collectivism', which is based on a more compact group consisting of self-selected members rather than a given group as before. Second, with the development of technology, online collectivism, in contrast to offline collectivism, emerged. Online collectivism is based on communication using online technology, and is characterized by horizontal relationship based on anonymity and 24-hour connectivity that transcends time and space. Third, the most important factor that composes Korean collectivism was found to be 'Cheong', which was recognized as an unchanged aspect of collectivism. Lastly, for Koreans, the group is closely related to self-identity, and for this reason, Koreans are obsessed with the sense of belonging to the group membership and the relationship with the members. The implications and limitations of the study were discussed.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.05a
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• pp.151-161
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• 2005

본 연구는 인터넷 전자상거래를 이용하는 소비자를 대상으로 인터넷 공동구매의 동기요인(시장불확실성, 가격의식, 집단주의, 혁신주의)이 협상력과 관여도에 따른 공동구매에 대한 태도와 공동구매의 의도에 미치는 영향에 대해서 실증 분석하였다. 시장불확실성, 가격의식, 집단주의, 혁신주의는 인터넷 공동구매태도의 선행변수로 가정하였으며 협상력, 관여도는 공동구매태도의 조절변수로 가정하였다. 그리고 공동구매태도는 인터넷 공동구매의도에 직접적인 영향을 미치는 것으로 가정하였다. 실증분석은 인터넷상에서 제품을 한번이라도 구매해 본 경험이 있거나 인터넷 공동구매를 한번이라도 해 본 경험이 있는 고객을 대상으로 설문조사 하였다. 조사분석 결과, 공동구매 동기요인인 시장불확실성, 가격의식, 집단주의, 혁신주의가 높을수록 공동구매태도에 정(+)의 유의한 영향을 미치는 것으로 나타났으며 협상력이 높을 때보다는 낮을 때 공동구매태도에 부(-)의 유의한 영향을 미치는 것으로 나타났으며 관여도는 낮을 때보다는 높을 때 공동구매태도에 정(+)의 영향을 미치는 것으로 나타났다. 또한 공동구매태도는 공동구매의도에 정(+)의 매우 유의한 영향을 미치는 것으로 나타났다. 결과적으로 인터넷을 통한 공동구매 시 동기요인인 시장불확실성, 가격의식, 집단주의, 혁신주의는 협상력이 낮을 때와 관여도가 높을 때 공동구매태도에 더 긍정적인 영향을 미치며 이러한 공동구매태도는 공동구매의도에 정(+)의 영향을 미치는 것으로 나타났다.

• Journal of The Korean Association of Information Education
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• v.9 no.3
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• pp.387-396
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• 2005

The purpose of this research was to find differences of children's behavioral pattern between players and non players of the online game "Lineage" in on-line and off line space. As a result, social behaviors of children who play online games were less active than who don't. Based on their motive and behavior pattern in online world, four behavior patterns in online world were identified; "Single-Oriented", "Community-Oriented", "Off-Real World" and "Discriminative." Off-Real World and Discriminative players were more sociable than Single-Oriented and Community-Oriented players. And Discriminative player has more self assertive attitude than others. This study may serve as a model to understand how players will respond to the various game features and how they adopt the virtual world for their interpersonal relationships.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.286-297
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• 2020

This study explores how fear of isolation and willingness to speak out are affected by cultural values. The cross-cultural studies on the spiral of silent theory were conducted mostly in Eastern and Western countries and compared the results. It attributed to the results to the "individualist-collective" attitude difference. However, it did not explain the differences in the same individualism societies as well as in the collectivism societies. Thus, this study examined the impact of cultural values on the spiral of silence theory with 'individualism-collectivism' and 'uncertainty-avoidance'. To that end, the current study conducted online surveys in India, South Korea, the United States and Spain where have different levels of individualism, collectivism, and uncertainty-avoidance. As a result, individualism contributed to lower the fear of isolation, and collectivism and uncertainty avoidance have raised the fear of isolation. Besides, individualism and uncertainty avoidance also reinforce the willingness to speak out, while fear of social isolation has been shown to weaken the willingness to speak out. The study also found that fear of isolation has the mediated effect of individualism and collectivism on the willingness to speak out.

• International Area Studies Review
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• v.15 no.3
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• pp.493-511
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• 2011

This study investigate the impacts of Chinese consumers' cultural dispositions on the WOM behaviors in SNS. Specifically, cultural dispositions in the individual-level, collectivism and uncertainty avoidance, were examined as potential predictors of eWOM behaviors in SNSs. Hypotheses are tested with a sample of 164 university students in Shanghai, China. The results of the structural equation analysis reveal that chinese consumers' collectivism in the individual-level positively affects the opinion seeking behavior. And chinese consumers' uncertainty avoidance in the individual-level positively affects the opinion seeking behavior and negatively affects the opinion giving behavior. Lastly, the opinion giving behavior positively affects the pass along behavior. Theoretical and managerial implications for Internet marketers in China were presented and discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.12
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• pp.80-89
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• 2018

This study examined the effects of ambivalence over emotional expressiveness (AEE) on psychological maladjustment and subjective well-being. Furthermore, we examined the moderating effect of collectivism on the relationships between AEE, psychological maladjustment and subjective well-being. Many Korean psychologists have suggested a moderating effect of collectivism on the relationship between ambivalence over emotional expressiveness and psychological adjustment, but there are few studies that have examined these relationships. Consequently, it is necessary to investigate these effects. Data concerning AEE, individualism, collectivism, psychological maladjustment (BSI), and subjective well-being were collected from 138 adults in South Korea. To test the moderation effects, multiple regression analyses was conducted. Results found AEE increased psychological maladjustment and decreased subjective well-being. However, the moderating effect of collectivism was not found in the relationship between AEE and psychological maladjustment, as well as AEE and subjective well-being. The difference of emotion suppression and AEE regarding cultural orientation and clinical implication of these findings were discussed.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.05a
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• pp.41-58
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• 2005

본 연구는 eWOM(온라인 구전) 효과에 영향을 미치는 요인을 문화권(국가), 소비자특성(소비자 수용성), 그리고 온라인 경험 (인터넷 사용기간, 이용시간, 온라인 쇼핑횟수)로 나누어 살펴보았다. 문헌연구들을 통해 연구문제를 도출하고 이를 비교 문화적으로 실증하기 위해 총 1,176(한국 615명, 미국 561명)명의 온라인 리뷰 사용자를 대상으로 설문조사를 실시하였다. 그 결과 개인주의적인 미국보다는 집단주의적인 한국에서 eWOM의 효과는 더 큰 것으로 나타나 문화적 영향은 유의한 것으로 나타났다. 또한 소비자 수용성이라는 소비자 특성도 eWOM 효과(온라인 리뷰의 구매 직접영향정도)에 유의한 영향을 미치는 것으로 나타났다. 그리고 온라인 경험도 유의한 영향을 미쳤는데, 인터넷 사용기간 보다는 현재의 인터넷 이용시간이나 보다 관련이 있는 온라인 쇼핑횟수와 같은 변수가 eWOM 효과에 유의한 영향을 미치는 것으로 나타났다.

• Korean Journal of Culture and Social Issue
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• v.27 no.3
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• pp.285-303
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• 2021

The purpose of this study was to investigate the reliability and validity of the Korean version of the zero-sum belief scale among a sample of Korean adults. The original scale was developed by Różycka-Tran, Boski, and Wojciszke (2015) based on the Belief in a Zero-Sum Game (BZSG) model. A total of 508 participants (252 college students and 256 non-student adults) completed an online survey comprised of the scales of zero-sum belief, social trust, subjective socioeconomic status, individualistic-collectivistic tendencies, and social comparison orientation. Results of the exploratory factor analysis and the confirmatory factor analysis indicated that zero-sum belief scale has one factor. The internal consistency of the zero-sum belief scale was good. The Zero-sum belief scale did not have a significant relationship with social trust and subjective socioeconomic status. However, the scale was positively associated with vertical individualistic and vertical collectivistic tendencies and negatively associated with horizontal collectivistic tendencies. There was no significant relationship between zero-sum belief and horizontal individualistic tendencies, but there was a significant positive relationship between zero-sum belief and social comparison orientation. However, the results from the college student sample and the non-student adult sample were different. Lastly, this study could facilitate future research on zero-sum belief in South Korea, and future studies are needed to reveal the predictors and effects of zero-sum belief.

• Proceedings of the Korea Contents Association Conference
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• 2018.05a
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• pp.415-416
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• 2018

육군은 국민들이 육군의 정책을 흥미 있으면서도 쉽게 이해할 수 있도록 유머 기법을 적용한 사진영상 홍보콘텐츠를 온라인 홍보에 적극 활용하고 있다. 본 연구에서는 유머가 육군에 관한 메시지 전달 기법으로 유용한지를 정교화 가능성 모델을 바탕으로 고 저유머 홍보 동영상을 고 저관여 집단에게 보여준 후 인지 정서적 요소(주의-기분-신뢰)와 태도에 어떻게 영향을 미치는지 살펴보았다. 그 결과 유머는 육군 홍보에 긍정적 요소로 작용하며, 주의와 기분 요소를 증가시키는데 기여하고, 이러한 주의와 기분 요소는 태도 형성에 상관관계가 있고 영향력이 높은 것으로 나타났다.

• Journal of Industrial Convergence
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• v.21 no.3
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• pp.139-148
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• 2023

This study was conducted through Google online survey from November 24 to November 26, 2021 targeting 276 students from the department of dental hygiene at a university in Gangwon-do. The purpose of this study was to investigate the infection awareness of uniforms, recognition of washing rules, and the intention to prevent infectious diseases through individualism and collectivist self-esteem. Statistical methods were analyzed using SPSS Statistics 24.0 and AMOS 21.0 as follows. For analysis, frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, structural equation, and ANOVA analysis were performed. As a result, it was confirmed that the models of uniform infection awareness, uniform washing rule recognition(p<.001), self-esteem, individualism, and collectivist intention to prevent infectious diseases were suitable(p<.001). Collectivism was found to affect the perception of uniform infection, the recognition of uniform washing rules, and the intention to prevent infectious diseases, confirming that self-esteem and collectivism had an effect on the change of perception for infection prevention. In the future, it will be possible to use the uniform washing method considering collectivism in infection control education of the dental hygiene.