• Human Ecology Research
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• 제60권3호
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• 식품보건융합연구
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• 제10권4호
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• pp.1-8
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• 2024

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

• 디지털산업정보학회논문지
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• 제19권3호
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• pp.45-60
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• 2023

The purpose of this study is to explore factors that affect millennials and generation Z customers' perception on intention to recommend to use the digital payment services and invesetigate factors that affect perception on sustainable growth of the digital payment services. This study applied the following research questions: i) how perceived brand value, easy to use, personalization, open to public, and social value affect intention to recommend to use the digital payment services and ii) how perceived public policy, promotional strategy, and prspects affect intention to recommend to use the digital payment services to others. This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results of this study found that effects of personalization, open to public, and social value on intention to recommend the service showed significance in the case of millennials, while effects of brand value, easy to use, and open to publis on intention to recommend the service showed significance in the case of generation Z. The results provide managerial and policy implications on how to apply better strategies and pepare policies to enhance adoption of the digital payment service in cases of millennials and generation Z.

• 문화기술의 융합
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• 제10권5호
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• pp.219-227
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• 2024

21세기의 급변하는 안보 환경과 기술 혁신은 군 조직에 새로운 도전을 제시하고 있다. 특히, 밀레니얼 세대(1981-1996년생)와 Z세대(1997-2012년생)로 구성된 MZ 세대가 군의 주요 인력으로 부상함에 따라, 전통적인 군 인사관리 방식의 변화가 요구되고 있다. MZ 세대는 디지털 네이티브로서 기술에 능숙하고, 개인의 성장과 삶의 질을 중시하며, 수평적 소통과 참여를 선호하는 특성을 보인다. 본 연구의 목적은 MZ 세대의 특성과 요구를 고려하여 군조직의 인재 유치 및 유지 전략을 재정립하는 것이다. 이를 위해 기업의 선진 인재 관리 기법들을 분석하고, 이를 군조직의 특수성에 맞게 적용할 수 있는 방안을 모색하였다. 또한 한국군의 현황과 과제를 함께 살펴봄으로써, 글로벌 트렌드와 한국의 특수성을 모두 고려한 균형 잡힌 접근을 시도하였다. 연구 결과, 경력 개발 프로그램, 문화 혁신, 보상 체계 개선, 참여형 의사결정, 디지털 역량 강화, 유연한 근무 환경 조성 등 다양한 전략들이 제안되었다. 이러한 전략들은 군 조직의 효율성과 경쟁력을 제고하고, 동시에 MZ 세대 군인들의 직무 만족도와 조직 몰입도를 향상시키는 데 기여할 것이다.

• 벤처혁신연구
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• 제7권3호
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• pp.141-157
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• 2024

창업이나 창업의도에 관한 연구들이 활발하게 진행되고 있다. 본 연구는 창업의도에 영향을 미치는 다양한 요인 중에서 창업실패두려움에 초점을 두고 진행했다. 특히 MZ세대를 대상으로 창업실패두려움에 영향을 미칠 요인으로 재정적, 심리적, 행동적 요인을 설정하였다. MZ세대 200명을 대상으로 자료를 수집하여 구조방정식으로 실증 분석하였으며 결과는 다음과 같다. 재정적요인(가용자금부족), 심리적요인(위험회피, 스트레스회피)은 실패두려움에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 반면 행동적요인(힘든일회피)과 실패두려움간의 유의성은 검정되지 않았다. MZ세대의 창업실패두려움에 영향을 미치는 영향력의 크기는 스트레스회피, 위험회피, 가용자금부족 순으로 나타났다. 창업실패두려움은 MZ세대의 창업의도에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 또한 창업실패두려움은 심리적요인(위험회피, 스트레스회피) 및 행동적요인(힘든일회피)과 창업의도간 매개역할을 하는 것으로 나타났다. 하지만 재정적요인인 가용자금부족과 창업의도간 매개효과는 검정되지 않았다. 이러한 연구결과는 창업의도 관련 연구에서 보다 세밀하게 분석을 했다는 점에서 학술적인 의의가 있다. 또한 MZ세대의 창업의도를 증진시키기 위해 실패에 대한 두려움을 제거할 수 있는 요인에 대한 실무적인 시사점을 제시했다는 점에서 본 연구의 의의가 있다.

• 해양안보
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• 제4권1호
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• pp.57-82
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• 2022

이 논문은 Z세대의 관점에서 현재 해군 인력 활용 체제의 한계점에 관해 탐구하고 개선방안을 고찰하는 논문이다. 밀레니얼 세대에 이어 Z세대가 등장하고 있고, 군 인력구성에서의 비율 또한 점진적으로 증가하고 있다. 해군의 임무 특성상 X세대와 다른 특성을 가진 밀레니얼 세대와 또 다른 특성이 있는 Z세대와의 융합은 필연적으로 고찰해야 하는 과제 중 하나이다. 좁은 함정(艦艇)이라는 공간에는 폭넓은 임무 수행을 위해 수많은 장비를 탑재하고 이를 24시간 동안 동등한 수준의 전투력으로 운영할 많은 수의 승조원이 함께 생활하게 되는데, 이러한 특수한 작전환경에서 승조원 간 세대 갈등은 크나큰 전투력 악화로 이어질 수 있다. 신세대 장병은 이전 세대와 다른 측면에서의 사회적 어려움을 겪고 있고 군에 대한 가치관이 서로 다르기에, 그들 간의 진정한 화합을 위해서는 각 세대의 가치관의 차이점에 대해 자세히 탐구하고 군 조직은 이러한 변화에 대해 적절한 대처를 하고 있는지 검토해 보아야 한다. 이에 따라, 1장과 2장에서 기성세대와 구분되는 밀레니얼 세대와 Z세대의 성장기에 겪었던 환경과 이를 바탕으로 형성된 가치관에 대해 알아보고 세대 간 갈등의 해결 필요성을 제기한다. 3장에서는 군사 강국이 MZ세대와의 공존을 위해 시행 중인 방안 분석을 통해 교훈을 도출한다. 4장에서는 해군만의 특수한 작전 환경에 대해 살펴보고, 현재 한국 해군의 인력 활용의 현주소를 수병, 부사관, 장교, 정책적 차원으로 살펴보면서 세대 간 융합의 장애 요소를 식별하고 이에 대응한 개략적인 해결방안을 제시한다. 5장에서는 세대 간 특성 인식을 통한 진정한 공감의 필요성과 기술 중심군인 해군에게 인력 활용 문제 해결의 중요성을 재고하며 향후 인력 활용 문제 및 세대 간 갈등 문제를 해결한 해군 조직의 기대상에 대해 서술하였다.

• 복식문화연구
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• 제31권4호
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• pp.558-571
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• 2023

In recent years, young Chinese consumers have become more favorably inclined toward products relating to traditional culture. Therefore, this study aimed to develop a textile design that incorporates traditional Chinese patterns and cultural symbolism that will appeal to consumers from the MZ generation (millennials and Generation Z). Through a literature search for traditional Chinese patterns and symbols regarded as auspicious, our design concept and motives were established. We selected peony, lotus, and frog motifs as representative of a "wealth and eternal prosperity" design theme. In textile design work 1, we used hand drawing and watercolor techniques, color transformation with Adobe Photoshop, and colorway and end-use 3D simulation with TexPro. The 3D simulation work suggests that this textile pattern is suitable for women's outerwear, mufflers, and tote bags. Textile design work 2 conveyed the 'wealth and eternal prosperity' design theme and had a graceful mood that embodied the nobility of the lotus flower whilst also encompassing the symbolism of money and status. The end design is a modern reinterpretation of traditional Chinese patterns and motifs. As such, it is hoped that it will satisfy the needs of young consumers for cultural values yet offer a unique new aesthetic distinct from existing textile designs. These qualities can be expected to enhance the competitive market value of textiles bearing this design.

• 지식경영연구
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• 제23권4호
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• pp.233-250
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• 2022

본 연구는 호텔 기업의 지식공유문화가 MZ 세대 종사원의 지식공유를 매개로 심리적 주인의식, 조직시민행동에 어떤 영향을 미치는지 검증하고자 한다. 또한 추가적으로 암묵지와 형식지 등 두가지 지식유형에 따른 각기 다른 경영전략이 지식공유문화와 지식공유를 조절하는 효과가 있을 것이라 가정하였다. 수도권 호텔에 종사하는 종사원 138명을 대상으로 데이터 수집 후 실증분석을 수행한 결과 호텔 기업의 지식공유문화는 지식공유에 영향을 주는 것으로 나타났으며, 더 나아가 심리적 주인의식과 조직적시민행동에도 유의한 영향을 미치는 것으로 확인되었다. 또한, 호텔 기업의 경우 형식지 지향 전략보다 암묵지 지향 전략이 종사원들의 지식공유를 유도하는데 효과적인 것을 보아 기업이 다양한 형태의 암묵지 전략을 이용하여 지식공유문화를 제공한다면 MZ세대 종사원의 조직 시민행동과 심리적 주인의식을 높일 수 있을 것으로 예상된다.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• 한국학교보건학회지
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• 제36권2호
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• pp.40-51
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• 2023

Purpose: The study aimed to identify the stress levels and their solutions in MZ(Millennials + generation Z) nursing students by using photovoice through the medium of photography. Methods: The study was conducted from November to December 2022 among freshmen to senior nursing students at a major university. Participants were recruited by telephone, email, and social media. Originally, four participants were recruited for each year of nursing school, but it resulted in a total of 19 participants: three freshmen students, nine sophomore students, four junior students, and three senior students. The participants were asked to take pictures of things in their surroundings that bothered them and things that helped them overcome the bothering things and to have group discussions in groups of 4-5 to analyze the results. Results: The results of the study revealed the following themes: 'Difficulties and worries as a nursing student', 'Striving to go beyond yourself', 'Unhealthy factors', 'Ways to relieve stress', and 'Meaning of stress'. For each of the themes, there were five subcategories under 'difficulties and worries as a nursing student', four under 'fighting with oneself', seven under 'ways to relieve stress', five under 'unhealthy factors', and two under 'meaning of stress', resulting in 21 subcategories. Conclusion: Based on the results of the study, firstly, there is a need to educate university students about the factors that contribute to unhealthy behaviors and how to deal with stress in a healthy way. Secondly, it is necessary to provide programs that allow students to have various experiences.