• 디지털융복합연구
• /
• 제12권3호
• /
• pp.89-94
• /
• 2014

본 연구는 로열티 프로그램에서 등급 강등 시, 고객의 등급과 메시지의 진실성, 관여도가 충성도에 미치는 영향을 검증하고자 20대 230명을 대상으로 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 실험결과, 최고등급과 중간등급 모두 등급하락 후 충성도가 감소하였으며 최고등급보다 중간등급의 충성도가 더 작게 감소하였다. 최고등급의 경우 메시지에서 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단의 충성도가 더 작게 감소하였다. 중간등급 또한 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단 충성도가 더 작게 감소하였다. 고객의 등급, 메시지의 진실성, 관여도의 삼원상호작용에서는 메시지에 진실성이 높다고 느끼며 관여도가 낮은 중간등급의 충성도가 가장 작게 감소하였다.

• 복식문화연구
• /
• 제31권3호
• /
• pp.394-410
• /
• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• 비교문화연구
• /
• 제34권
• /
• pp.43-68
• /
• 2014

This writing, focused on by Tarkovsky and by Song, Il-gon, examines moments of sage which is what Eliade described as 'hierophanic time'. These productions, which can be seen as movies that seek after the truth, show important paradoxical ideas and expressions in those moments. This is because symbolic messages from unrealistic and out of ordinary images are specifically shown. If they had to be compared, through the film by Tarkovsky, the technical civilization of contemporary society in an apocalyptic view is criticized and saved, or the prophetic will to not give up the desire for salvation is shown. In the process, the short shots which forces to show hierophanic time not only diversely visualized the author's ideological self-consciousness towards the conversion of the new world, but it also fulfills the metahistorical meanings mentioned by Eliade. However, in the film by Song, Il-gon, the realistic personal sufferings of three women is specifically shown first in extreme. They overcome their unsolvable problems through mysterious rituals and belief in miracles. In the scenes that include hierophanic time, there are many cases that cover Christian faith and the meaning of salvation. In other words, we can say that hierophanic time in , are related to conviction which led to moments of miracles in order to overcome reality. Therefore, even though there is a difference in the way authors use hierophanic time, the scenes that show it in the two movies display individuality of mythical imaginations disclosed by Eliade. This is because the general hope for reproduction, or meaningful symbols related to the ideal conversion of affairs are revealed.

• 안보군사학연구
• /
• 통권4호
• /
• pp.45-82
• /
• 2006

This paper seeks to search for wisdoms that may be applied to modern leadership through Tasan Jeong Yakyong's ideology, ShilHak, from the Chosun Dynasty. The present period is referred as the period of transformation and innovation or the period of knowledge information The leadership appropriate for the current period is thus called revolutionary leadership. This leadership accomplishes its goals by influencing the constituent's values, ethics, behavioral norms, and visions based on the leader's moral values, knowledge, and information. Thus, the essence of this paper is in acquiring wisdoms of leadership by company revolutionary leadership with Tasan's life. Tasan pursued change and innovation in a time where Chosun was in a state of decay by following the flow of world powers towards the concept of studying truth based upon facts such as changing the system of thought, reforming legislation, and developing technology. Moreover, he gave courage and hope to the people by demonstrating such leadership in practice. In addition, despite false accusations and spending 18 years in exile, he showed revolutionary life as an active intellectual by leaving 542 volumes of writing through his 'value innovation' that he "pursue things only for the people and the state." Consequently, the paper first deals with what kind of leadership is required for a leader in the position of a general and examines the kind of leadership capacity demanded. Subsequently, Tasan 's revolutionary life and hints of leadership messages in MokMinSimSuh are examined. Thus, this paper is centered upon the leadership of generals regarding how MokMinShimSuh may be applicable to modern leadership.