• International Commerce and Information Review
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• v.11 no.1
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• pp.67-92
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• 2009

This study investigates the relationship between Culture and online trust in three cultural dimensions: individualism, collectivism and long term orientation. For this purpose, this study proposes the empirical hypothesis to test the implication of the proposed model. The results are as follows. First, the purchase intention is influenced by the online trust in statistical sense. Second, the relationship between Culture and the antecedents of online trust are statistically established in three cultural dimensions: individualism, collectivism and long term orientation. The direction of future research is to develop the more refined hypothesis to test the empirical model in the field of on line trust and culture.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.23-36
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• 2014

This paper analyzes the effects of national culture on an individual's ethical decision-making in the context of the Internet. An ethical decision-making model which posits that five moral philosophy variables-justice, relativism, egoism, utilitarianism, and deontology-affect ethical judgment; ethical judgment, in turn, affects behavioral intention was proposed and Hofstede's five cultural dimensions of power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation were used to analyze the effects of national culture on the model. The results showed that power distance, individualism, and masculinity had significant effects on the relationship between the deontology variable and ethical judgment, individualism, masculinity, and uncertainty avoidance had significant effects on the relationship between the justice variable and ethical judgment, and individualism and long-term orientation had significant effects on the relationship between ethical judgment and behavioral intention in the Internet context.

• International Area Studies Review
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• v.16 no.3
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• pp.181-207
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• 2012

This study explores and examines the impacts of the cultural characters on the brand attitude of Chinese regional consumers. This study used the 1,500 sample sized data collected from three major cities: Beijing, Shanghai and Guangzhou. We investigate that power distance, individualism/collectivism, uncertainty avoidance and long-orientation are statistically different across cities. The empirical studies show that individualism/collectivism and uncertainty avoidance have significant impacts on the brand attitude of Chinese regional consumers. We tested that the relationship between the brand power and the brand attitude is moderated by individualism/collectivism, the results indicate that the effect of the brand power on the brand attitude is moderated by uncertainty avoidance. These results imply that Chinese consumers' culture character of individualism/collectivism and uncertainty avoidance moderate their brand attitude. Based on this results, We suggested some implications for further market segmentation strategy, brand marketing strategy, and Chinese regional consumer culture research.

• Korean Journal of Culture and Social Issue
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• v.19 no.3
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• pp.367-388
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• 2013

This study examined how drivers of different cultural orientations(individualism vs. collectivism) attribute the cause(dispositional vs. situational) of four simulated driving situations which were varied in types(cutting-in and sudden-stop by the other driver) and differential emphasis on other the other driver's driving attitude or situational factor. The results showed the followings. First, the drivers generally showed higher attribution scores on the dispositional factor than the situational factor, except for the 'sudden-stop: situation emphasis' scenario condition. Second, when drivers' cultural orientation and attribution styles were considered together, it was found that, except for the 'cutting-in: disposition emphasis' scenario condition. the drivers of collectivism tended to attribute more to situational factor than the drivers of individualism, In contrast, the drivers of individualism showed higher attribution scores on dispositional factor than situational factor in all driving scenario conditions. Implication and suggestion were discussed.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.594-605
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• 2018

The purpose of this study is to examine the effects of positive psychological, emotional intelligence, and cultural orientation on conflict management in college students majoring in applied music. The research hypotheses were verified by correlation analysis and multivariate regression analysis. A questionnaire survey was conducted on 283 college students majoring in applied music. The findings are as follows. First, respondents with more positive psychological capital have chosen to use integration and compromise in conflict managements. In particular, self-efficacy has been found to have the greatest influence on integration and compromising, optimism on avoiding and obeying, and hope on dominating. Second, respondents with more emotional intelligence have chosen to use more integration and compromising, however they have chosen to use less avoiding and obeying in conflict managements. Particularly, others'emotional appraisal has been found to have the greatest influence on integration, obeying and compromising, self-emotional appraisal on avoiding, and regulation of emotion on dominating. Third, respondents with horizontal/vertical collectivism and horizontal individualism have intended to use integration and compromising in conflict managements, additionally horizontal individualism of cultural orientation has been found to have the greatest influence on integration and compromising, horizontal collectivism on obeying, vertical individualism on dominating, vertical collectivism avoiding.

• Journal of Distribution Science
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• v.14 no.8
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• pp.129-138
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• 2016

Purpose - The present study theoretically reviews the use of power norm according to the cultural orientation of consumers to categorize the shopping value that corresponds to the use of the power norm when consumers use local food stores. Research Design, Data, and Methodology - Based on the data collected from the survey to 130 undergraduates, salaried men and people at large, the group with cultural value orientation was divided further into the group of horizontal individualism and that of vertical collectivism by using cluster analysis of SPSS 18.0 program. And regression analysis of SPSS 18.0 was employed to verify the hypotheses. Results - The following conclusions were shown in the empirical study. First, in the group of vertical collectivism, contribution to regional profits and competitiveness, economic value and service superiority can positively affect the attitude to the local food stores while the social responsibility activity in the community can't. In the group of horizontal individualism, however, contribution to regional profits and competitiveness, social responsibility activity, economic value and service superiority were all found to positively affect the attitude to the stores. Second, the distinctive shopping value of the stores such as escapism, entertainment value and prestige does not affect the attitude to the stores. Third, the positive effects that the stores' level of responsibility for the outgroup community can exercise on the attitude to the stores turned out to be bigger in the group of horizontal individualism than in the group of vertical collectivism. Fourth, the impact that the degree of the stores' contribution to regional profits and competitiveness has on the attitude to the stores was found to be positive in both groups. However, no difference existed in the degree of positive effects between them. Conclusions - Marketing managers of local food stores should pay more attention to managing their contribution to practical shopping value and to interests as well as competitiveness of regional society, and to persuading consumers of the horizontal individualistic group by performing responsible activities for the outgroup of local society regardless of the types of consumers' cultural orientation.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.149-160
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• 2012

The relative effects of individual differences in cultural orientation (individualism vs. collectivism) and locus of control (LOC: internal vs. external control beliefs) combination types on global/local processing were compared by manipulating the compound stimulus types (arrows or letters), and the stimulus-stimulus congruence. The results can be summarized as followings. First, consistent with previous research on global/local processing of the compound stimuli, reaction time (RT) for global stimuli than for local stimuli, and that in the stimulus-stimulus congruent condition than in the stimulus-stimulus incongruent condition was faster. Second, faster RT was found in the compound arrows condition than in the compound letters. Third, individual difference in LOC, rather than that in the cultural orientations, appeared to be related to global precedence effect, when the compound letters were presented. These results indicated that the individual's LOC rather than cultural orientation can increase the size of the global precedence effect, which might be involved in the stage of cognitive analysis than that of feature detection.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.369-377
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• 2019

The purpose of this study was to investigate the effects of father's value of children and cultural orientation on the father's parenting involvement. Data were collected from 286 fathers on FPI, VOC, and COR, which then were analyzed using correlation and multiple regression. The major findings of this study were as follows: First, emotional value of children was positively related to the father's parenting involvement, but instrumental value of children was negatively related to the father's parenting involvement. Second, collectivism had a stronger relationships with the father's parenting involvement than individualism. Third, father's education level was positively related to the father's parenting involvement. The above findings imply that father's value of children is an important variables of parenting involvement and cultural orientation is also a good predictor of parenting involvement.

• The Research Journal of the Costume Culture
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• v.16 no.4
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• pp.619-633
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• 2008

This study is to compare cultural characteristics and the clothing value between Korean and American college women. Also this study is to analyze the culture effect on the clothing value. The cultural characteristics is explained by Hofstede's five Cultural Dimensions- power distance, individualism, masculinity, uncertainty avoidance and long-term orientation. 800 questionnaires, were utilized for this study. The SPSS 12.0 was used to analyze the technical statistics like average and frequency, 1-test, $x^2$, factor analysis and multiple regression analysis. Also the LISREL 8.0 was used to Perform a confirmatory factor analysis. The result showed, first, there were 5 major cultural differences between Korean and American college women. Comparatively, Korean college women showed higher uncertainty avoidance and long-term orientation, and lower power distance, individualism and masculinity. Second, there were differences in the clothing value aspect. Korean college women considered the aesthetic clothing value to be most important, however, American college women considered the economic clothing value to be most important. Third, there were some differences in the clothing value because of the cultural differences. For Korean college women, there were 5 major cultural differences that had an effect on the aesthetic, social, religious and economic clothing values, however, for America college women, the 5 major cultural differences had an effect on the aesthetic, social, and religious values but no effect on the economic value.

• Journal of Korea Technology Innovation Society
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• v.15 no.2
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• pp.421-442
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• 2012

Many studies have been published on the relationship between project management styles and project performance. In recent researches, it is argued that project management styles should be different based on project characteristics and these project characteristics may have an effect on the relationship between project management styles and project performance. However, there are few empirical studies covering these issues. In this study, we examined the effect of project characteristics (i.e., degree of newness) on the relationship between project management styles (i.e., team autonomy, internal and external communication, individualism orientation) and project performance. The empirical results using 78 government sponsored R&D projects showed that team autonomy has a stronger positive effect on project performance as project newness becomes higher. In addition, as project newness becomes higher, internal communication showed a stronger positive effect on project performance, while external communication had a stronger negative effect.