• Journal of Digital Convergence
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• v.19 no.2
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• pp.143-150
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• 2021

Prior research on consumer psychology has primarily focused on when and why consumers exhibit impulsive behavior, such as impulse buying. This study focuses on physical stimulation during an impulse purchase as another meaningful factor. Specifically, this study examines whether thirst depletes cognitive resources. The results of two experiments show that impulse purchase tendency increases when consumers are thirsty (Exp. 1), and that the loss of self-control is based on the relationship between thirst and impulse purchase tendency (Exp. 2). These findings suggest that physical stimulation, such as thirst, may be a useful indicator of impulsive behavior in consumers.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.83-92
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• 2022

With the digital transformation of the entire industry, software competency has become the core competency for the future talent. However, it is difficult to find researches related to the corporate education for improving employee's software capability. Therefore, this study tried to verify the relationship between factors affecting the learning performance of employees in online software education. For this purpose, a survey of 223 employees with online software education experience was analyzed using the SPSS PROCESS macro. As a result of analysis, perceived usefulness and self-regulated learning have been found to have a significant multiple mediating effect on learning performance by digital literacy and satisfaction. This suggests that not only learner factors but also the characteristics of education should be considered. The results of this study are expected to be helpful in designing effective online education programs.

• Asia Marketing Journal
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• v.20 no.3
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• pp.83-103
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• 2018

The purpose of this research is to investigate the effect of customer-contact employees support on service recovery efforts. Service companies should try to prevent the service failure situation from occurring, but it is realistic that the service failure occurs due to the characteristics of the service. Service recovery efforts of service providers are important because effective responses to service failures can enhance customer satisfaction despite service failures. Social support for customer-contact employees needs to improve service recovery efforts. Specifically, this study focuses on the mediation roles of job burnout and customer orientation in relationship between social support for customer-contact employees and service recovery efforts. Social exchange theory was used as the theoretical underpinning of the research model. Based on reciprocity principle, this paper suppose that support for customer-contact employees and service recovery effort are a kind of social exchange relationship. Social supports for customer-contact employees are categorized into internal and external organization. Internal organization is POS(perceived organizational support) and external organization is customer support. The research model was tested with the data gathered from the flight attendants whose emotional labor intensity was relatively high and the service failure frequently occurred. As a result of analysis, social supports for customer-contact employees classified into organizational support, supervisor support, and customer support are found to have differential impacts on job burnout and customer orientation. It has been found that job burnout of service providers is negatively affecting service recovery efforts. On the other hand, customer orientation of service providers has a positive influence on service recovery efforts. Based on the results of the analysis, we provide practical implications for effective service recovery efforts in service failure situations, and suggest the theoretical implications to explain the process of service recovery effort. Finally, limitations of the study and directions for future research are suggested.

• Asia Marketing Journal
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• v.17 no.4
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• pp.21-42
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• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• Journal of Korean Society for Quality Management
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• v.51 no.2
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• pp.263-282
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• 2023

Purpose: This study aimed to examine the impact of FSSC 22000 food safety management system characteristics on the business performance of food-related companies and to verify the mediating effect of organizational capabilities in the relationship between them. Methods: To achieve this, a survey was conducted among employees of food companies in Seoul and the metropolitan area that have implemented the FSSC 22000 food safety management system, and the following main results were derived. Results: First, the FSSC food safety management system factors, such as measurement/analysis and improve- ment, documentation, management responsibility, and service and product realization, were found to have a significant positive (+) impact on organizational capabilities. The relative impact was in the order of measurement/analysis and improvement, documentation, management responsibility, and service and product realization. Second, organizational capabilities were found to have a significant positive (+) impact on business performance. Third, the FSSC food safety management system factors, such as measurement/analysis and improvement, management responsibility, resource management, and documentation, were found to have a significant positive (+) impact on business performance. The relative impact was in the order of measure- ment/analysis and improvement, management responsibility, resource management, and documentation. Fourth, the factors of management responsibility, resource management, measurement/analysis and improvement, and documentation, excluding resource management factors, were found to have a positive impact on business performance through the mediation of organizational capabilities. Conclusion: The results of this study may provide important implications for the implementation and efficient operation and management of the FSSC 22000 food safety management system in enhancing the business performance of food-related companies.

• 한국노년학
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• v.31 no.4
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• pp.1169-1187
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• 2011

This study uses fourth primary sources of Korea Welfare Panel to study correlation between the major stressors that affect the elderly and how the major stressors affect the depression of the elderly with family conflict coping method as the mediation. The subjects included in the analysis of 3890 people 65 and older population people men 1,559 people, women 2,331 people. The key variables for the analysis were satisfaction rate of family relations, economic and living standards, health conditions, and family conflict coping method. And as the analysis methods, T-test, ANOVA, correlation analysis and multiple regression analysis were used. The result of the analysis showed that elders who are women, single household, unemployed, more than 75 years of age and have no religion or spouse have significantly higher depression level. Finally, family conflict coping strategies was found to be affecting the process of the major independent variables affecting the elderly depression as the partial mediator.

• Asia Marketing Journal
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• v.14 no.4
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• pp.117-142
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• 2013

Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation, and firm performance against the backdrop of Korean SMEs. The authors empirically investigate the impact of market/brand orientation on organizational performance and the mediating role of brand orientation. They utilize 178 usable responses to test the four research hypotheses. The hypothesized model predicts that there is a positive association among market orientation, brand orientation, and firm performance. It is also expected that brand orientation mediates the relationship between market orientation and organizational performance. The statistical results based on PLS analysis confirm our prediction among the constructs in the research model. The empirical evidence provides significant theoretical and managerial implications for brand orientation among SMEs. The first theoretical implication is that we provide empirical evidence regarding the important role of brand orientation in explaining the multi-trait perspectives of strategic orientation. The second theoretical implication is that the concept of brand orientation can be empirically validated in the context of SMEs. In terms of managerial implications, managers of SMEs should attempt to build a brand-oriented corporate culture or mindset that places brand values and brand norms as the top priority among their company's tasks. In addition, managers should recognize that brand orientation is critical for SMEs as well as large enterprises. In the last section, the authors address limitations of the study and provide directions for further research.

• Asia Marketing Journal
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• v.13 no.2
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• pp.49-69
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• 2011

Issues of how firms form collaborative inter-firm alliances, how they nurture the alliance relationships as meaningful ones, and how they evolve and manage collaborations in turbulent market environments deserve increasing research attention. To contribute to filling this void, this study conceptualizes an alliance orientation as a firm's capabilities to help achieve an advantageous alliance performance to its rivals and based on this concept, demonstrates specific process for a successful alliance performance. First, this study empirically explores the influence of a new construct, alliance orientation, on firms' alliance performance. Second, the concept of alliance creativity as a positional mediation variable between alliance orientation and market performance is explained and then empirically explored. Third, alliance performance as a mediator between alliance orientation and market performance is presented and then is empirically reviewed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.453-462
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• 2023

This study explored the influence of conflict management styles (i.e., Integrating, Considering, Compromising, Dominating, Avoiding) adopted by early childhood teachers to deal with conflict that may arise with parents on parents' behavioral intentions (i.e., re-registration intentions, oral transmission intentions) with the mediating role of parents' trust in teacher on the relationship between conflict management styles and parents' behavioral intentions. The data were collected from 356 parents in southern Gyung-gi-do and data analysis was done through structural equation modeling using AMOS 26.0. The study results show that the Integrating style of teachers was positively related to the parents' intention of re-registration. Trust in teacher was found to have an mediation effect on the Integrating, the Avoiding and the Compromising styles and re-registration intentions and oral transmission intentions of parents respectively. The results imply the importance of conflict management styles and building trust for enhancing the parents' behavioral intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.