• Title/Summary/Keyword: Negative behavior

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Foreign Investors Response to the Foreign Exchange Rate Risk in the Korean Stock Markets (한국 주식시장에서 환위험에 대한 외국인 투자자의 반응)

  • Park, Jong-Won;Kwon, Taek-Ho;Lee, Woo-Baik
    • The Korean Journal of Financial Management
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    • v.25 no.4
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    • pp.53-78
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    • 2008
  • Foreign investors who invest in the Korean stock markets are exposed to two kinds of foreign exchange rate risk, the economic exposure and the translation exposure. The former is the foreign exchange rate exposure in return generating process of the assets invested and the latter is the foreign exchange rate exposure in the translation of domestic return into foreign investors' currency. Domestic investors, however, are exposed only to foreign exchange rate exposure in the asset invested. This different situation on foreign exchange rate exposure between foreign investors and domestic investors can induce different response to exchange rate change by investor groups. Previous studies on foreign exchange rate exposure of Korean firms reported that quite a few Korean firms are exposed to foreign exchange risks and suggested to manage the foreign exchange risks. Also, many studies on the market segmentation showed that a market can be practically segmented according to the characteristics of investor groups. These studies support the hypothesis that the Korean stock market can be practically segmented by the foreign investors' attitude to the foreign exchange rate exposure. This study examines the response of both foreign investors and domestic investors to the foreign exchange rate exposures in Korean stock markets. Test results show that foreign investors increase their sell transactions when the foreign exchange rate exposure of the previous day is negative. This result can be possible when foreign investors attempt to actively manage the decrease in value of their assets due to rising of exchange rate. Analysis on the sell order data is also supportive to this interpretation. Foreign investors also increase their buy transactions when the foreign exchange rate exposure of the previous day is negative. This result can be possible when foreign investors use actively the relation between the increase in asset value and the translation gain due to declining of exchange rate. Analyses on buy order data, however, do not show the same result as the analyses on transaction data. This difference may come from the difference of information contained in transaction data and order data. In summary, the result of the paper supports the hypothesis that foreign investors response differently to foreign exchange rate exposure compared with domestic, Korean investors. Two groups do not show different response when exchange rate exposure is positive, i.e., as foreign exchange rate is increase (decrease), the asset value is increase (decrease). However, foreign investors' response is different from that of domestic investors when exchange rate exposure is negative, i.e., as foreign exchange rate is increase (decrease), the asset value is decrease (increase). These results mean that foreign investors and domestic investors are placed in different situations related to foreign exchange rate exposure, and these differences are reflected in the Korean stock markets. And domestic investors need to consider foreign investors' different attitude to the foreign exchange rate exposure when they analysis foreign investors' trading behavior.

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Relationships Among Employees' IT Personnel Competency, Personal Work Satisfaction, and Personal Work Performance: A Goal Orientation Perspective (조직구성원의 정보기술 인적역량과 개인 업무만족 및 업무성과 간의 관계: 목표지향성 관점)

  • Heo, Myung-Sook;Cheon, Myun-Joong
    • Asia pacific journal of information systems
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    • v.21 no.4
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    • pp.63-104
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    • 2011
  • The study examines the relationships among employee's goal orientation, IT personnel competency, personal effectiveness. The goal orientation includes learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Personal effectiveness consists of personal work satisfaction and personal work performance. In general, IT personnel competency refers to IT expert's skills, expertise, and knowledge required to perform IT activities in organizations. However, due to the advent of the internet and the generalization of IT, IT personnel competency turns out to be an important competency of technological experts as well as employees in organizations. While the competency of IT itself is important, the appropriate harmony between IT personnel's business capability and technological capability enhances the value of human resources and thus provides organizations with sustainable competitive advantages. The rapid pace of organization change places increased pressure on employees to continually update their skills and adapt their behavior to new organizational realities. This challenge raises a number of important questions concerning organizational behavior? Why do some employees display remarkable flexibility in their behavioral responses to changes in the organization, whereas others firmly resist change or experience great stress when faced with the need to alter behavior? Why do some employees continually strive to improve themselves over their life span, whereas others are content to forge through life using the same basic knowledge and skills? Why do some employees throw themselves enthusiastically into challenging tasks, whereas others avoid challenging tasks? The goal orientation proposed by organizational psychology provides at least a partial answer to these questions. Goal orientations refer to stable personally characteristics fostered by "self-theories" about the nature and development of attributes (such as intelligence, personality, abilities, and skills) people have. Self-theories are one's beliefs and goal orientations are achievement motivation revealed in seeking goals in accordance with one's beliefs. The goal orientations include learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Specifically, a learning goal orientation refers to a preference to develop the self by acquiring new skills, mastering new situations, and improving one's competence. A performance approach goal orientation refers to a preference to demonstrate and validate the adequacy of one's competence by seeking favorable judgments and avoiding negative judgments. A performance avoid goal orientation refers to a preference to avoid the disproving of one's competence and to avoid negative judgements about it, while focusing on performance. And the study also examines the moderating role of work career of employees to investigate the difference in the relationship between IT personnel competency and personal effectiveness. The study analyzes the collected data using PASW 18.0 and and PLS(Partial Least Square). The study also uses PLS bootstrapping algorithm (sample size: 500) to test research hypotheses. The result shows that the influences of both a learning goal orientation (${\beta}$ = 0.301, t = 3.822, P < 0.000) and a performance approach goal orientation (${\beta}$ = 0.224, t = 2.710, P < 0.01) on IT personnel competency are positively significant, while the influence of a performance avoid goal orientation(${\beta}$ = -0.142, t = 2.398, p < 0.05) on IT personnel competency is negatively significant. The result indicates that employees differ in their psychological and behavioral responses according to the goal orientation of employees. The result also shows that the impact of a IT personnel competency on both personal work satisfaction(${\beta}$ = 0.395, t = 4.897, P < 0.000) and personal work performance(${\beta}$ = 0.575, t = 12.800, P < 0.000) is positively significant. And the impact of personal work satisfaction(${\beta}$ = 0.148, t = 2.432, p < 0.05) on personal work performance is positively significant. Finally, the impacts of control variables (gender, age, type of industry, position, work career) on the relationships between IT personnel competency and personal effectiveness(personal work satisfaction work performance) are partly significant. In addition, the study uses PLS algorithm to find out a GoF(global criterion of goodness of fit) of the exploratory research model which includes a mediating variable, IT personnel competency. The result of analysis shows that the value of GoF is 0.45 above GoFlarge(0.36). Therefore, the research model turns out be good. In addition, the study performs a Sobel Test to find out the statistical significance of the mediating variable, IT personnel competency, which is already turned out to have the mediating effect in the research model using PLS. The result of a Sobel Test shows that the values of Z are all significant statistically (above 1.96 and below -1.96) and indicates that IT personnel competency plays a mediating role in the research model. At the present day, most employees are universally afraid of organizational changes and resistant to them in organizations in which the acceptance and learning of a new information technology or information system is particularly required. The problem is due' to increasing a feeling of uneasiness and uncertainty in improving past practices in accordance with new organizational changes. It is not always possible for employees with positive attitudes to perform their works suitable to organizational goals. Therefore, organizations need to identify what kinds of goal-oriented minds employees have, motivate them to do self-directed learning, and provide them with organizational environment to enhance positive aspects in their works. Thus, the study provides researchers and practitioners with a matter of primary interest in goal orientation and IT personnel competency, of which they have been unaware until very recently. Some academic and practical implications and limitations arisen in the course of the research, and suggestions for future research directions are also discussed.

A study on hypertension relevant nutritional knowledge and dietary practices in Chinese college students studying in South Korea (재한 중국 유학생들의 고혈압 관련 영양지식과 식생활 실천에 관한 연구)

  • Sun, Zhe;Cho, Wookyoun
    • Journal of Nutrition and Health
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    • v.48 no.5
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    • pp.441-450
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    • 2015
  • Purpose: The purpose of this study was to investigate the effects of hypertension relevant nutrition knowledge on practices for prevention of hypertension in Chinese college students studying in South Korea. Methods: We conducted a survey of 276 Chinese students studying more than three months in Korean universities who were aged 19 and older about hypertension and sodium relevant nutrition knowledge, intake of salty processed food, hypertension prevention practices, and stages of behavior change for hypertension. Results: The average score on the questionnaire for hypertension relevant nutritional knowledge was 40.62 out of 50 points, and the average score for sodium relevant nutritional knowledge was 24 out of 30 points. Kimchi was the most frequently eaten salty processed food. The average score for hypertension prevention practices was 3.10 out of 5 points. The behavior change stages for prevention of hypertension were contemplation (47.1%), action (32.2%), and pre-contemplation (20.7%). The students received high scores on nutrition knowledge and showed significantly higher scores on the action stage than on pre-contemplation or contemplation. Nutritional knowledge of hypertension and sodium showed positive correlation with hypertension prevention practices, whereas negative correlation with salty processed food intake. Conclusion: Development of an education program for Chinese students in Korea on hypertension and sodium relevant nutritional knowledge is needed so that they can practice for prevention of hypertension.

Relationship of Nutritional Knowledge, Dietary Self Efficacy and Change of Dietary Behavior of Nutrition Professional (영양전공자의 영양지식, 식이 효능감, 식행동 변화간의 관련성)

  • Kwon, Seon-Young;Han, Jang-Il;Chung, Young-Jin
    • Journal of Nutrition and Health
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    • v.41 no.6
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    • pp.550-560
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    • 2008
  • The purpose of this study is to investigate the relationship of nutritional knowledge, dietary self-efficacy and dietary behavior of nutritionist. Total 190 dieticians of middle and high schools in Daejeon metropolitan city(44.2%) and Chungnam area(55.8%) were surveyed by questionnaires. The change of dietary intakes was used as an index of dietary behavioral change, and dietary self-efficacy are categorized into 4 sub groups of general dietary habit, choice of food, environmental stimulus and emotional conditions. Overall nutritionl knowledge of school dieticians was relatively high as 80.3 score, but specific and detail knowledge about food and nutrition yet have to be strengthened. Dietary self-efficacy of 'choice of food' was the highest with 85.4 and self-efficacy of 'environmental stimulus' was the lowest with 69.7 in the subjects. There was no influence between nutrition knowledge and dietary self-efficacy of school dieticians. According to the level of dietary self-efficacy, the intake of desirable food showed no significant difference, but the intake of undesirable foods decreased as dietary self-efficacy increased(p<0.001). In the analysis of correlation of change in intake of desirable and undesirable foods with nutrition knowledge and 4 different variables of dietary self-efficacy, a nutrition knowledge variable did not show any correlation with other variables. While, total dietary self-efficacy or each 4 sub items showed negative correlation with the intake of undesirable foods. And all 4 sub items of dietary self-efficacy could be the principal factors to constrain the intake of undesirable foods, but 2 items of dietary habits and emotional condition of 4 sub items are the factors to increase the intake of desirable food. Accordingly, it is suggested that dietary self-efficacy could be a powerful factor to induce the behavioral change of professional dieticians.

Dynamic Characteristics of Water Column Properties based on the Behavior of Water Mass and Inorganic Nutrients in the Western Pacific Seamount Area (서태평양 해저산 해역에서 수괴와 무기영양염 거동에 기초한 동적 수층환경 특성)

  • Son, Juwon;Shin, Hong-Ryeol;Mo, Ahra;Son, Seung-Kyu;Moon, Jai-Woon;Kim, Kyeong-Hong
    • Journal of the Korean Society for Marine Environment & Energy
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    • v.18 no.3
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    • pp.143-156
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    • 2015
  • In order to understand the dynamic characteristics of water column environments in the Western Pacific seamount area (approximately $150.2^{\circ}E$, $20^{\circ}N$), we investigated the water mass and the behavior of water column parameters such as dissolved oxygen, inorganic nutrients (N, P), and chlorophyll-a. Physico-chemical properties of water column were obtained by CTD system at the nine stations which were selected along the east-west and south-north direction around the seamount (OSM14-2) in October 2014. From the temperature-salinity diagram, the main water masses were separated into North Pacific Tropical Water and Thermocline Water in the surface layer, North Pacific Intermediate Water in the intermediate layer, and North Pacific Deep Water in the bottom layer, respectively. Oxygen minimum zone (OMZ, mean $O_2$ $73.26{\mu}M$), known as dysoxic condition ($O_2<90{\mu}M$), was distributed in the depth range of 700~1,200 m throughout the study area. Inorganic nutrients typified by nitrite + nitrate and phosphate showed the lowest concentration in the surface mixed layer and then gradually increased downward with representing the maximum concentration in the OMZ, with lower N:P ratio (13.7), indicating that the nitrogen is regarded as limiting factor for primary production. Vertical distribution of water column parameters along the east-west and south-north station line around the seamount showed the effect of bottom water inflowing at around 500 m deep in the western and southern region, and concentrations of water column parameters in the bottom layer (below 2,500 m deep) of the western and southern region were differently distributed comparing to those of the other side regions (eastern and northern). The value of Excess N calculated from Redfield ratio (N:P=16:1) represented the negative value throughout the study area, which indicated the nitrogen sink dominant environments, and relative higher value of Excess N observed in the bottom layer of western and southern region. These observations suggest that the topographic features of a seamount influence the circulation of bottom current and its effects play a significant role in determining the behavior of water column environmental parameters.

Responses of Health Physical Fitness and Arterial Stiffness through Cigarette Smoking (흡연습관이 성인 남성의 건강관련체력 및 동맥경직도에 미치는 영향)

  • Jung, Min-Kyung;Park, Eun-Kyung;Yoo, Jae-Hyun
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.2
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    • pp.197-205
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    • 2019
  • This study was to compare arterial stiffness and hemodynamic responses between male smokers and non-smokers. This study also investigates the influences of smoking before exercise on arterial stiffness and hemodynamic responses. 24 male subjects of age 20-29 without history of cardiorespiratory disease were divided into smokers and non-smokers. Smokers had more than 5 years of smoking experience. In order to evaluate the effects of pre-exercise smoking, smokers were tested twice, once with a cigarette before the exercise and the other once without one. Data was collected from bio-impedance analysis, SphygmoCor XCEL, graded exercise test, and fitness test. Main results of this study are as follows: First, there are differences between smokers and non-smokers in cardiorespiratory and hemodynamic response functions, as shown by maximal oxygen consumption, exercise duration, and heart rate. Second, the although the arterial stiffness between smokers and non-smokers showed statistically significant differences in the speed of the pulse wave velocity and augmentation index, smoker had a faster rate. It shows that smoking behavior has a negative impact on the cardiovascular system. Third, pre-exercise smoking behavior does have an impact on cardiorespiratory and hemodynamic response functions, as shown by exercise duration and heart rate. Lastly, arterial stiffness between smokers and non-smokers showed statistically not significant in the speed of the pulse wave velocity and augmentation index. However, the difference was not statistically significant. Brachial systolic pressure, a component of pulse wave analysis, on the other hand, was significantly dependent on pre-exercise smoking behavior. Subjects who participated in this study are college students in early 20s. Given their relatively short history of smoking, it is possible that their smoking habits are not severe enough to develop into cardiorespiratory or cardiovascular diseases. But Smokers showed lower levels of cardiopulmonary functions, as maximal oxygen consumption and exercise duration than nonsmokers.

A Study on Changes in Consumption Behavior due to the Risk of the COVID-19 Pandemic (COVID-19 팬데믹 위험으로 인한 소비행동의 변화 연구)

  • Oh, Jong-chul;Lee, Yu-sun;Kim, Jae-hong
    • Journal of Venture Innovation
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    • v.5 no.2
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    • pp.49-66
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    • 2022
  • This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.

Determinants of Consumer Responses to Retail Out-of-Stocks (점포내 품절상황에서 소비자 반응행동유형별 결정요인)

  • Chun, Dal-Young;Choi, Jong-Rae;Joo, Young-Jin
    • Journal of Distribution Research
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    • v.16 no.4
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    • pp.29-64
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    • 2011
  • Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.

    shows the research model of this study. To accomplish above-mentioned research objectives, the following ten hypotheses were proposed and verified : ${\bullet}$ H 1 : When out-of-stock situation occurs, purchase urgency will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 2 When out-of-stock situation occurs, surprise will decrease product substitution and purchase delay but will Increase store switching among consumer responses. ${\bullet}$ H 3 : When out-of-stock situation occurs, purchase quantities will increase product substitution and store switching but will decrease purchase delay among consumer responses. ${\bullet}$ H 4 : When out-of-stock situation occurs, pre-purchase plan will decrease product substitution but will increase purchase delay and store switching among consumer responses. ${\bullet}$ H 5 : When out-of-stock situation occurs, product assortment will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 6 : When out-of-stock situation occurs, competitive store price image will increase product substitution and purchase delay but will decrease store switching among consumer responses. ${\bullet}$ H 7 : When out-of-stock situation occurs, store convenience will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 8 : When out-of-stock situation occurs, salesperson services will increase product substitution but will decrease purchase delay and store switching among consumer responses. ${\bullet}$ H 9 : When out-of-stock situation occurs, brand loyalty will decrease product substitution but will increase purchase delay and store switching among consumer responses. ${\bullet}$ H 10 When out-of-stock situation occurs, store loyalty will increase product substitution and purchase delay but will decrease store switching among consumer responses. Analysis: Data were collected from 353 respondents who experienced out-of-stock situations in various store types such as large discount stores, supermarkets, etc. Research model and hypotheses were verified using multinomial logit(MNL) analysis. Results and Implications: is the estimation results of l\1NL model, and
    shows the marginal effects for each determinant to consumer's responses(SDL). Significant statistical results were as follows. Purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty were turned out to be significant determinants to influence consumer alternative behaviors in case of out-of-stock situation. Specifically, first, product substitution behavior was triggered by purchase urgency, surprise, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Second, purchase delay behavior was led by purchase urgency, purchase quantities, and brand loyalty. Third, store switching behavior was influenced by purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Finally, when out-of-stock situation occurs, store convenience and salesperson service did not have significant effects on consumer alternative responses.

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  • Assessing the Damage: An Exploratory Examination of Electronic Word of Mouth (손해평고(损害评估): 대전자구비행소적탐색성고찰(对电子口碑行销的探索性考察))

    • Funches, Venessa Martin;Foxx, William;Park, Eun-Joo;Kim, Eun-Young
      • Journal of Global Scholars of Marketing Science
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      • v.20 no.2
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      • pp.188-198
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      • 2010
    • This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.

    Managerial Implication of Trails in the Teabaeksan National Park Derived from the Analysis of Visitors Behaviors Using Automatic Visitor Counter Data (탐방객 자동 계수기 데이터를 활용한 태백산국립공원 탐방로 탐방 행태 분석 및 관리 방안 제언)

    • Sung, Chan Yong;Cho, Woo;Kim, Jong-Sub
      • Korean Journal of Environment and Ecology
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      • v.34 no.5
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      • pp.446-453
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      • 2020
    • This study built a model to predict the daily number of visitors to 18 trails in the Taebaeksan National Park using the auto-counter system data to analyze the factors affecting the daily number of visitors to each trail and classified the trails by visitors' behaviors. Results of the multiple regression models with the daily number of visitors of the 18 trails indicated that the events, such as the National Foundation Day celebration of Snow Festival, affected the number of visitors of all of the 18 trails and were the most critical factor that determined the daily number of visitors to the Taebaeksan National Park. The long-holidays of three days or longer and other national holidays also affected the daily number of visitors to the trails. Precipitation had a negative impact on the number of visitors of trails where the intention of most visitors was for sightseeing or camping instead of hiking, whereas had no significant impacts on the number of visitors of trails where many visitors intended for hiking. It indicated that visitors who intended for hiking went ahead hiking even if the weather was poor. The effects of temperature had a positive effect on the number of visitors who intended for hiking but a negative effect on the number of visitor to the trails near Danggol Plaza where the Snow Festival was held in each winter, suggesting that the impact of the Snow Festival was the deterministic factor for trail management. Results of K-mean clustering showed that the 18 trails of the Taekbaeksan National Park could be classified into three types: those affected by the Snow Festival (type 1), those that have sightseeing points and so were visited mostly by non-hikers (type 2), and those visited mostly by hikers (type 3). Since visitor behaviors and illegal actions differ according to the trail type, this study's results can be used to prepare a trail management plan based on the trail characteristics.


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