• CRM연구
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• v.4 no.1
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• pp.1-18
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• 2011

The consumer's expectation of companies' social responsibilities has been continuously getting higher as the consumerism has been matured. So, the company has faced the shift to move forward to the positive social activity such as charity, donation, and sponsorship. In addition, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of social and cultural boundaries. Thus, success of an enterprise aims at the maximization of profits as the economic objective and the creation of competitive, powerful brands. Accordingly, as enterprises consider social responsibility as the concept of effective investment to enhance the asset value of corporation, they seek to extend their brands in order to pursue cause-related marketing, which accomplishes and complements two objectives each other the performance of social responsibility and the pursuit of powerful brand assets. In Korea, there are traditional ritual ceremonies such as ceremonies of coming-of-age, marriage, funeral, and ancestor worship and they consider those ceremony occasions as very important. Moreover, social positional grade of rank like the two upper classes of old Korea made people pretend to be noble and sensitive to other people around themselves. This old custom could influence Korean people's way of life, especially, consumer-action. This deep rooted custom also could influence consumption life considerably. Through this study, we can understand the consumer behaviors of Korean who consider ritual ceremonies and saving face as essential and are influenced by this culture. on another hand, we intend to check the effects on buying luxury brands.

• Journal of the Korea Convergence Society
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• v.12 no.11
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• pp.265-273
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• 2021

The main purpose of this study is to investigate the effects of social-face sensitivity and SNS social capital on ethical consumption in Korea. Online survey was conducted on 313 adults randomly sampled across the country. The results show that formality had relatively strong positive effect on ethical consumption. But, shame-consciousness had negative effect on ethical consumption. Secondly, the more bridging social capital on SNS, the higher ethical consumption. Lastly, it turned out that Twitter users have more positive ethical consumption than Instagram users. This study revealed for the first time the fact that social-face sensitivity could be a significant predictor of ethical consumption.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.86-98
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• 2020

The purpose of the study is to examine the factors that influence on the Koreans' intergenerational communication. A survey was conducted with university students in their 20s, and the impacts of filial piety and indigenous cultural factors(confucianism and Chemyon) on intergenerational communication styles and intergeneral communication satisfaction were tested. Results of hierarchical regression analyses showed that politeness and confucianism had positive influence on intergenerational communication while deference and Chmyon had negative influence on intergenerational communication. The indigenous cultural variables increased total R2 significantly, proving the crucial impact of confucianism and Chemyon on the Koreans' intergenerational communication. Finally, male students perceived higher level of communicative satisfaction than female students in the intergenerational communication context.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.111-118
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• 2012

This study examined the psychological characteristics of the Koreans Uzzul(Boasting) about the impact on consumer attitudes about the brand. Elated about the psychological characteristics of Korean literature on the basis of an analysis of these Koreans Uzzul(Boasting) psychological characteristics were examined for luxury consumer attitudes and whether any relationship was confirmed. Firstly, the psychological characteristics of Koreans Uzzul(Boasting) were six sub-factors. Second, consumer attitudes about the luxury factor analysis was the result of two factors. Third, the psychological characteristics of Koreans Uzzul(Boasting) impact on consumer attitudes about the brand. Arrogant sense and self-esteem factors had a significant impact on hedonic attitudes. In addition, the relative recognition factors had an impact on the quality trust attitude. The results of this study did not cover the face of conspicuous luxury-related studies have mainly dealt with the psychological variables. Whereas Koreans Uzzul(Boasting) psychological characteristics based on research in progress by virtue of the fact that it is worth. Offered practitioners to consider the characteristics of the target group of Uzzul(Boasting) psychological implications for the future designer to create ads.

• Korean journal of communication and information
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• v.31
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• pp.355-378
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• 2005

This study aims to examine the differences of Humor Preferences and Uses by the distinction of sex and age. For this purpose, an experimental survey was analyzed. The major findings of this analysis could be summarized like as follows: There is few significant difference in the sex distinction, although men prefer aggressive humor more than women. But there are significant differences in the distinction of age. The teenagers prefer nonverbal humor compare to other ages, and the over forties prefer verbal humor. There are also significant differences of humor uses between age groups. The under twenties use humor more than over thirties. This study deliberates on the reason why there are significant differences of humor preferences and uses in the distinction of age. This study suggests one of the reasons which is related with face consciousness of korean.

• Korean journal of communication and information
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• v.59
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• pp.180-210
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• 2012

The purpose of the study was to analyze the apologies made in Korea for the past 10 years, and to diagnose how Koreans used crisis communication strategies. For the analysis, typology of crisis communication strategy was adopted from previous study as well as the new typology distinctively found in Korea. Also preferred crisis communication strategies were analyzed by crisis subject, by crisis type and by stage of crisis. Results showed that among the crisis communication strategies, apology and corrective action were the most used strategies, followed by bolstering and appealing to sympathy. Preferred crisis communication also differed by crisis subject, by crisis type and by stage of crisis. When the crisis subject were government or public institutions, when the locus of crisis responsibility was internal, and when the crisis was a controllable human/social crisis, the justification strategy was preferred. The results seemed to be related to the unique cultural characteristics of Koreans, especially to sense of Cheong and Chemyon. Indirect corrective action and transcendence were Chemyon-saving strategies while bolstering and appealing to sympathy were strategies appealing to Cheong. Future study should address the new typology of crisis communication strategy reflecting the cultural characteristic.

• Korean Journal of Culture and Social Issue
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• v.11 no.3
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• pp.91-119
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• 2005

This study examines the perception and trust of Korean society and people among students and adults using the indigenous psychological analysis. A matched sample of 1,107 participants, consisting of 369 students, their mothers and their fathers completed a questionnaire developed by the present researchers. The results indicate that parents more likely than adolescents to hold negative views of Korean society. Adults are more likely than adolescents to view Korean society as showing high ingroup favoritism, to be insecure, to be conservative, to be corrupt, and to have social inequities. Both groups agree that Korean society is not rational nor democratic, but believe that it has the potential for progress. Second, parents are more likely to hold negative views about Korean people. Adults are more likely than adolescents of viewing Korean people as overly conscious about social face, emotional, selfish, exclusionary, and conceited. Both adolescents and their parents agree that Koreans are cooperative, full of jung (deep affection and attachment), and sincere. Third, adults are less likely to trust Korean institutions than adolescents. Adults are less likely than adolescents to trust National Assembly, political parties, and unions. Adolescents are more likely than their parents to trust family members, school friends, teachers, and government employees. These results indicate that adolescents have higher trust of Korean society and people than their parents. Fifth, the overall results indicate that both group perceive Korean society as showing high ingroup favoritism and corruption. In terms of Korean people, respondents had a more balanced view of perceiving them as highly sensitive to social face and being emotional, while also perceiving them as cooperative and full of jung. The trust of Korean institutions were generally low, especially the National Assembly and political parties. However, the trust of family was very high, followed by trust of school friends and teachers. The trust of government employees was low and this was especially the case for politicians.

• Korean Journal of Culture and Social Issue
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• v.10 no.3
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• pp.103-129
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• 2004

This article examines the Korean adolescents and adults' social representation and trust of Korean society and people using indigenous psychological analysis. Respondents were asked to write in an open-ended questionnaire their perception of the following five aspects: Korean politics, economy, society, culture and people. They were then asked to report why they trust or distrust Korean society. A total of 1,064 respondents (218 middle school students, 200 university students, 218 fathers of the middle school students, 218 mothers of the middle school students, and 210 teachers) completed a questionnaire developed by the present researchers. The data were collected during April to June, 2003. The results indicate that 94.5% of Koreans view the existing political system and politicians as being corrupt, inept, factional, and lacking in integrity. A vast majority (84.9%) recognize the existence of systemic problems in the Korean economy. A total of 78.2% see problems in Korean society being dominated by selfishness, factionalism, conservatism, and social uncertainty. For Korean culture, a majority of respondents report being proud of its cultural tradition, accomplishment, and creativity. At the same time, 45.7% report loss of cultural identity and pride due to external influences. More than half of the respondents report negative aspects of Korean people (i.e., selfish, lack of morality, rushed, and overly focused on their social image), while nearly half of the respondents report positive aspects of Korean people as being compassionate, cooperative, good-natured and hard-working. As for reason for trusting Korean society, around a third report "because it is our country," followed by its future potential, and the good-nature and willingness of Korean people to work hard. The reasons for distrusting Korean society is the dishonesty politicians, corruption, institutional ineptness, and economic uncertainty. These results indicate a low level of collective efficacy in influencing and affecting change in Korean society.