• 지식경영연구
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• 제21권1호
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• pp.151-173
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• 2020

The purpose of this study is to identify the antecedents that impact on the individual knowledge sharing based on motivational perspectives. Specifically, the authors investigate the roles of general self-efficacy and popularity on knowledge sharing drawn on costly signaling theory and trait activation theory. Data from 227 pairs of employees and coworkers working in companies located in South Korea supported the model. General self-efficacy was positively related to knowledge sharing and popularity was positively associated to knowledge sharing. Also, by taking an interactional approach, our study demonstrated the moderating effect of popularity on the relationship between general self-efficacy and knowledge sharing. The positive relationship between general self-efficacy and knowledge sharing is significant when popularity is low, but not significant when popularity is high. Our findings suggest that the various motivation types including intrinsic and extrinsic motivations for knowledge sharing of individuals exist simultaneously and these motivations have an interactive effect on knowledge sharing.

• 감성과학
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• 제15권4호
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• pp.517-526
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• 2012

This study investigated the impact of individual differences in motivational reactivity on cognitive effort, memory strength (sensitivity) and decision making (criterion bias) in response to Internet ads with positive and negative content. Individual variation in trait motivational activation was measured using the Motivational Activation Measurement developed by A. Lang and her colleagues (A. Lang, Bradley, Sparks, & Lee, 2007). MAM indexes an individual's tendency to approach pleasant stimuli (ASA, Appetitive System Activation) and avoid unpleasant stimuli (DSA, Defensive System Activation). Results showed that individuals higher in ASA exert more cognitive effort during positive ads than individuals lower in ASA. Individuals higher in DSA exert more cognitive effort during negative ads compared to individuals lower in DSA. ASA did not predict recognition memory. However, individuals higher in DSA recognized ads better than those lower in DSA. The criterion bias data revealed participants higher in ASA had more conservative decision criterion, compared to participants lower in ASA. Individuals higher in DSA also showed more conservative decision criterion compared to individuals lower in DSA. The theoretical and practical implications are discussed.

• 한국콘텐츠학회논문지
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• 제17권8호
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• pp.301-311
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• 2017

본 연구는 동기 활성화의 개인 성향이 마약 이용을 예측하는 변인으로 작용하는지와 개별 감성과 상호작용하여 마약퇴치 광고의 반응에 영향을 미치는지 조사하였다. 동기 활성화는 식량과 같이 생존에 필요한 요소들을 성취하기 위한 동기(접근 동기), 혹은 천적과 같이 위협적인 요소들을 회피하려는 동기(회피 동기)가 발현되는 정도를 의미한다. 개별 감성은 기쁨, 슬픔, 공포를 유도하는 광고 방식의 차이를 의미한다. 실험을 자가 보고와 생리적 반응을 이용하여 진행하였으며, 총 80명이 참여하였다. 연구 결과, 접근 동기의 활성화는 마약 이용을 예측하고, 방어 동기의 활성화는 예측하지 않는 것으로 나타났다. 마약퇴치 광고의 시청에서 접근 동기의 활성화는 자가 보고 반응에서는 차이를 나타내지 않았지만 생리적 반응에서 차이를 발현시켰고, 방어 동기의 활성화 성향은 자가 보고, 생리적 반응 전부에서 차별적 반응을 구현하는 것으로 나타났다. 전체적으로 접근 동기의 활성화가 높은 개인들을 마약퇴치 광고의 표적으로 삼을 수 있으며 이를 위해서는 긍정적 감성을 유도하는 방식이 중요하다는 단서를 제공하고 있다.