• 동아시아경상학회지
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• 제5권3호
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• pp.48-63
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• 2017

Purpose - The objective of this research is to investigate not only the effect of a company creating shared value (CSV) influencing consumers' emotions that lead to prosocial consumer behavior but also the moderating effect of Companies' authenticity in the causal relationship between economic or social value of CSV and either gratitude or pride of consumers. Research design, data, methodology - The 9 hypotheses presenting the relationship among CSV, consumer's emotion and prosocial consumer behavior were proposed and tested in this study. Research data were collected from the surveying of 350 respondents over 20 years and the 340 samples were used to test the proposed hypotheses. SPSS 20.0 and AMOS 20.0 were used for statistical analysis such as reliability test, validity test and path analysis. Results - The results show that the economic or social value of corporate CSV activities affects positively consumer's gratitude or pride except for the relationship between social value of CSV and consumer's pride. The results also show that gratitude or pride of consumers affects positively consumers' prosocial behavior. We also found that there is a moderating effect of Companies' authenticity in the causal relationship between economic or social value of CSV and either gratitude or pride of consumers. Conclusions - Company's activities in creating shared value influences consumer emotions and pride, and although these activities induce gratitude, this does not apply to pride. In addition, when these shared value activities influence consumer emotions, the authenticity of the company has shown to have a moderating effect.

• 유통과학연구
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• 제15권6호
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• 유통과학연구
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• 제14권12호
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• 한국컴퓨터정보학회논문지
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• 제29권10호
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• pp.245-253
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• 2024

본 연구는 한국교육고용패널조사II(5차년도) 자료를 활용하여 대학 시설이 대학과 학과 자부심을 매개로 하여 대학 생활 만족도에 미치는 영향을 구조방정식으로 분석하는 것이다. 연구 대상은 한국교육고용패널조사II의 8,106명에서 조사 당시 학력이 4년제 이상 대학교에 재학 중이거나 휴학 중이면서 관찰 변수의 결측치가 없는 1,268명을 최종 연구 대상으로 하였다. 연구 결과 대학 시설 만족도의 정도가 높을수록 대학과 학과 자부심의 정도와 대학 생활 만족도의 정도가 높게 나타났고 대학과 학과 자부심의 정도가 높을수록 대학 생활 만족도의 정도가 높게 나타나는 것을 확인하였다. 이러한 본 연구의 결과를 기반으로 하여 학교 관리자들에게 학생들의 경험을 개선하고 학생 만족도를 높이기 위한 실질적인 전략적 방안을 제안한다.

• 대한간호학회지
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• 제50권2호
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• pp.228-241
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• 2020

Purpose: The purpose of this study was to develop an instrument to assess nursing professional pride. Methods: Fifty-six preliminary items were identified through literature review and focus group interview of nurses working in a hospital. Of these, 45 preliminary instruments were completed over 0.80 of content validity index. To verify the reliability and validity of the preliminary instrument, data were collected from 294 nurses. The data were analyzed using factor analysis and multidimensional scaling analysis. Results: From the factor analysis, 27 significant items were divided into 5 subscales. These subscales were as follows: feeling of vocation, role satisfaction, role of problem solver, self-achievement, and willingness to stay. The nursing professional pride also established criterion-related validity, discriminant validity, and group validity. Cronbach's α of the instrument was .92, and the subscales ranged from .74 to .85. Conclusion: The developed scale for nursing professional pride shows validity and reliability. The significance of this study is the development of an instrument capable of measuring nursing professional pride. To verify the relevance of this instrument, conducting comparative studies is suggested.

• 유통과학연구
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• 제15권4호
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• pp.79-89
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• 2017

Purpose - Previous studies have not paid attention to pride type and effort type when consumers feel pride. In the present paper, the pride was divided into the two types such as hubristic pride and authentic pride. The causes attributed to achieve the goals when consumers achieved their personal goals, which could induce their pride were divided into trait, special effort, and universal effort, gratitude. This research attempted to investigate the mediation role of self-reward deservingness in finding the differences of inclination to indulgent consumption among the traits or special effort, the universal effort, and other's help. Research design, data, and methodology - In the empirical study, 'general flour food restaurants, Kimbabchunkuk, Edya, etc.' and 'VIPS, Outback, Starbucks, etc.' were taken as the two groups of subjects as empirical brand goods since they presented good contrast with each other. The single-factor design between subjects was adopted in this study by classifying the causes attributable to achieving the pre-goals of consumers into 4 categories: one attributable to trait; one attributable to special effort; one attributable to universal effort; one attributable to other's help. Results - The outcomes from the empirical analysis are as followings. First, the consumers who attributed to trait or special effort for achieving their personal goals in advance turned out to show stronger inclination toward direct indulgent consumption than those who attributed to universal effort or other's help for achieving the goals, without regard to self-reward deservingness. Second, those consumers who attributed to special effort for achieving their personal goals in advance revealed stronger inclination toward indulgent consumption with mediation of self-reward deservingness than those who attributed to trait or universal effort. And those who attributed to special effort or trait for achieving the goals revealed stronger inclination toward the consumption with the mediation of the deservingness than those who attributed to other's help. Conclusions - The present study is contributing to the progress of theories concerning hubris pride, authentic pride, and indulgent consumption. Marketing managers should endeavor to find pride type consumers felt according the causes attributed to for achieving important goals in advance, and make an efforts to develop messages that could appeal to the pride type.

• 근관절건강학회지
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• 제30권1호
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• pp.15-24
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• 2023

Purpose: This study examined the mediating effect of the individualism-collectivism tendency of hospital nurses on the impact of their generation on professional pride and organizational commitment. Methods: 163 nurses participated in the study. One-way analysis of variance (ANOVA) and SPSS' Process Macro Model 4 was used to examine the relationships. Results: No intergenerational differences in individualistic propensity were observed, while collectivist propensity was higher in X-generation than Z-generation. Further, X-generation showed higher professional pride and organizational commitment than Y- and Z-generation. Notably, collectivistic (individualistic) tendency had (did not have) a mediating effect on the influence of generation on professional pride and organizational commitment. Conclusion: This study provided empirical evidence on the antecedent factors for forming collectivistic organizational culture in nursing organizations by demonstrating the mediating effect of collectivism propensity on professional pride and organizational commitment according to hospital nurses' generations nurses.

• 산경연구논집
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• 제9권11호
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• pp.55-66
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• 2018

Purpose - Present research aimed at identifying the effects of ambient pride type on judgement difference between existing preference and final preference formed after being exposed to the preference inconsistent information from others representing a conflict between consumer's own perspective and the others' perspective. And this study also explored the roles of empathic concerns and motive type in the ambient pride type's effects on the judgement difference. Research design, data, and methodology - 2(information type: consistent versus inconsistent) × 2(pride type: hubristic versus authentic) between-subjects design was employed. Data for empirical analysis were from 252 undergraduate students who participated in questionnaire survey. To verify hypotheses, Anova and regression analysis were used. Results - First, there was the judgement difference among the experimental groups. The difference was greater at the authentic pride group than at the hubristic pride group. And the difference was greater at the inconsistent information group than at the consistent information group. The interaction effect of pride type and information type was significant. Second, when consumers who had made their preference were exposed to the inconsistent information from other, those of the hubristic pride group showed more defense motive and less empathic concerns than those of the authentic pride group. And there were the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of pride type on the judgement difference. Third, the self validity did not affect the difference even that become increased by defense motive rather than accuracy motive. Conclusions - This research could advance the information processing theory related to pride type by exploring the effects of the pride type on judgement difference between existing preference and final preference formed by the inconsistent information from others, and by identifying the mediation roles of the empathic concerns and the interaction roles of the motive type in the effects of the pride type. In view of the results from current study, marketers should make efforts of inducing defense motive and developing and communicating the consistent information to persuade consumers under hubristic pride who have the belief that attributes of their brand are better than those of the competitors' brand, and they also should conduct marketing acts by using the inconsistent information to persuade consumers under authentic pride who have the belief that attributes of the competitors' brand are better than those of their brand.

• 산경연구논집
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• 제10권10호
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• 근관절건강학회지
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• 제26권2호
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• pp.81-89
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• 2019

Purpose: The purpose of this study is to explore factors affecting the retention intention of nurses working at long-term care hospitals. Methods: Data were collected from 147 nurses working in 10 long-term care hospitals using self-report questionnaires of role conflict, job satisfaction, professional pride and retention intention T-test, ANOVA, Pearson correlation and multiple regression were used to analyze the data. Results: The mean age of subjects was $47.4{\pm}10.1$ (22~65). Average length of clinical experiences was $170.12{\pm}98.99$ months. The level of retention intention was significantly different by the educational level (t=4.21, p=.017). Retention Intention was significantly associated with professional job satisfaction (r=.36, p<.001) and professional pride (r=.69, p<.001), but were not significantly correlated with role conflict (r=-.07, p=.376). The multiple regression analysis shows that significant factors, affecting the retention intention were professional pride (t=9.87, p<.001) and job satisfaction (t=3.37, p=.001), which explained 46.1% of the retention intention collectively. Conclusion: It is crucial to make substantial efforts to increase professional pride and job satisfaction in order to increase nurses' retention intention.