• 한국의류학회지
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• 제43권5호
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• pp.699-710
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• 2019

This study focuses on social norms and perceived benefits that are expected to lead to purchase fashion goods selling by social enterprises that can help guide the establishment of effective sales strategies for social enterprises. The relationships among two social norms (injunctive norms and descriptive norms), three perceived benefits (cause benefits, psychological benefits, and social image benefits), and purchase intention were investigated respectively. Data were collected via an online web survey and 11 hypotheses were statistically tested by using PLS-SEM analysis. Purchase intention toward the fashion products of social enterprises was influenced by four antecedent variables (injunctive and descriptive norms, cause and psychological benefits) excluding only social image benefits. However, descriptive norms only affected psychological benefits while injunctive norms only affected social image benefits. The findings suggest that the owners or marketers of social enterprises need to create a social atmosphere in which more consumers buy the fashion goods for social enterprises and emphasize consumers' psychological benefits that they feel mentally more comfortable by purchasing the fashion goods of social enterprises.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.

• 한국인터넷방송통신학회논문지
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• 제22권4호
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• pp.1-8
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• 2022

본 연구는 인터넷 노출이 플라스틱 소비 행동에 미치는 영향을 살피고, 그 관계에서 사회적 규범의 매개효과를 밝히고자 했다. 연구문제 및 연구모형의 검증을 위해 대학생 220명을 대상으로 설문조사를 실시했다. 수집된 데이터는 SPSS 26.0과 PROCESS macro 4.1(model 4)로 분석했다. 연구 결과, 인터넷 노출은 플라스틱 소비에 관한 묘사적 규범을 매개하여 플라스틱 소비 의도에 정적인 영향을 미치는 것으로 나타났다. 또한 플라스틱 소비에 관한 묘사적 규범과 명령적 규범은 플라스틱 소비 의도에 정적인 영향을 미쳤다. 이러한 결과는 인터넷 노출과 사회적 규범이 플라스틱 소비 행동을 촉진하거나 억제할 수 있는 중요한 요인임을 시사한다. 이 결과를 토대로 본 연구의 이론적 의의와 실무적 함의를 제시했다.