• 한국의류학회지
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• 제31권11호
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• pp.1574-1585
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• 2007

This paper aimed to investigate the difference of clothing behavior and desired image according to individualism-collectivism cultural tendency for women. A survey of 217 adult women was conducted from November to December 2006, mainly in Daegu. Reliability, frequency, percentage, factor analysis, ANOVA, t-test, Tukey test and an -analysis were used for data analysis by using SPSS WIN 11.0 package. The results were as follows: First, while the group with a higher tendency toward individualism valued personality and convenience above everything else, the group which has a higher tendency to collectivism disposition has a much greater interested in conformity and brand-orientation. Second, while the group with a higher tendency toward individualism pursued an bold image for their clothing, the group with a higher tendency toward collectivism preferred a feminine and plain image. Third, regarding the individualism-collectivism and demographic peculiarity, there were no significant differences between the two groups according to marital status and average monthly income. However, there were significant differences in individualism-collectivism among the groups determined by age, occupation, educational background and rural or urban background.

• Journal of Information Technology Applications and Management
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• 제19권4호
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• pp.137-152
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• 2012

As social media such as facebook and twitter is widespread, social commerce appears as a new way of e-commerce. Social commerce is a subset of electronic commerce that involves using social media that supports social interaction and user contributions. From the understanding of social commerce and literature review, we deduced the research model that relationship, collectivism, convenience, usefulness, low price, reputation, and rapidness have influence on satisfaction and repurchase intention. As a result of data analysis, relationship, convenience, usefulness, low price, and rapidness had influence on satisfaction and repurchase intention. And collectivism had influence on relationship. But reputation did not have influence on satisfaction. The focus of this study is on the effect of relationship and collectivism on satisfaction and repurchase, because relationship and collectivism is the major feature of social commerce. Succinctly speaking, collectivism affects relationship among users, in turn, relationship affects satisfaction and repurchase intention. This study gives a contribution to business. Business related with social commerce has to make a business strategy for managing relationship and consider collectivism tendency for selecting target customer.

• 한국콘텐츠학회논문지
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• 제16권7호
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• pp.242-255
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• 2016

본 연구에서는 K리그 선수들이 팀에 대해 가지는 집단주의적 성향이 팀 성과에 미치는 영향력을 살펴보고자 한다. 특히 성과 창출 과정에서 활력 관계의 매개 역할을 규명하고자 한다. 가설 검증을 위해 국내 K리그 10개 팀 280명의 선수들을 대상으로 설문지를 배포한 후 불성실한 응답을 한 설문지를 제거하여 최종적으로 240부를 자료 분석에 사용하였다. SPSS 21.0과 Lisrel 9.0을 사용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계 분석, 선형회귀 분석, 구조방정식 모형 분석을 실시하였으며 다음과 같은 결론을 얻었다. 첫째, 구성원들이 팀에 대해 지니는 집단주의는 활력 관계에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 활력 관계는 팀 성과에 통계적으로 유의한 정(+)의 영향력을 행사하는 것으로 나타났다. 셋째, 가설에서 설정한 바와 같이 집단주의가 팀 성과에 영향을 미치는 과정에서 팀 활력 관계가 완전 매개 역할을 하는 것으로 나타났다.

• 아태비즈니스연구
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• 제11권2호
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• pp.81-98
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• 2020

Purpose - This study aims to examine the relationship between Chinese employees' collectivism orientation and organizational commitment and interpersonal helping behavior and verify the differences of such relationships between new and the previous generation of employees. Design/methodology/approach - The 262 Chinese employees participated in self-reported survey through online platform. The confirmatory factor analysis and the hierarchical regression analysis were performed to test hypotheses. Findings - We found that Chinese employees' collectivism orientation positively influenced their organizational commitment and interpersonal helping behavior. Regarding the moderating role of generation, our result revealed that while the positive relationship between collectivism orientation and organizational commitment was significant for previous generation of employees, such relationship was not valid for new generation employees. However, there was no significant generational difference in the relationship between collectivism orientation and interpersonal helping behavior. Research implications or Originality - Considering that there have been relatively few empirical studies examining the interaction between employees' cultural characteristic and generations, this study contributes to demonstrate that the positive influence of Chinese employees' collectivism orientation on organizational commitment vary depending on Chinese generations. In addition, this study provides implications that organizational leaders in China should understand that the generational difference can influence how employees' collectivism orientation leads to their attitudes towards organizations and need to establish human resource management system by reflecting generational difference.

• 가정과삶의질연구
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• 제30권6호
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• pp.13-21
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• 2012

The purpose of this study was to investigate the relationship between supervisors' transformational leadership, collectivism and the job satisfaction of teachers in kindergartens and childcare centers. The subjects were 240 teachers employed at kindergartens or childcare centers in Daegu and Gyeongbuk Province. The collected data were analyzed by mean of simple regression, hierarchial regression, and the use of SPSS Win 15.0. The results of our study are as follows. (1) Collectivism was positively associated with supervisors' transformational leadership. (2) The job satisfaction of teachers was positively associated with supervisors' transformational leadership. (3) The interaction effects of supervisors' transformational leadership and collectivism on the job satisfaction of teachers were observed.

• 한국의류산업학회지
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• 제19권2호
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• pp.194-206
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• 2017

This study analyzed the effect of individualism-collectivism propensity and social capital on participation activity as well as the effect of participation activity on fashion brands relationship orientation of social network service users. Also, this study investigated the difference in participation activity and fashion brands relationship orientation by participation level of social network service. A survey was conducted from October 1 to November 31, 2015, and 476 responses were used in the analysis. As results, the individualism-collectivism propensity was composed of vertical-horizontal individualism and vertical-horizontal collectivism. The social capital was composed of trust, norm, and network. Also, the participation activity was composed of personal interaction, consumer rights, information pursuit, interest pursuit, and economic pursuit. Vertical individualism positively affected information pursuit and economic pursuit, and horizontal individualism positively affected personal interaction, consumer rights, and information pursuit; in addition, vertical collectivism positively affected personal interaction, consumer rights, and interest pursuit. Horizontal collectivism positively affected information pursuit, but it negatively affected consumer rights. Consumer rights, information pursuit, interest pursuit, and economic pursuit of participation activity positively affected fashion brands relationship orientation. Also, there were significant differences in the participation activity and fashion brands relationship orientation by participation level. The study results provide useful information to the marketing strategies using social network service of fashion brands.

• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.286-297
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• 2020

본 연구는 침묵의 나선 이론의 핵심 구성요소인 소외에 대한 두려움과 공개 발언 의지가 문화적 가치에 따라 어떠한 영향을 받는지를 분석한 글이다. 그동안의 문화 간 침묵의 나선 이론 검증은 대부분 '개인주의-집단주의' 성향의 차이가 침묵의 나선 현상의 차이를 초래했다는 결론으로 이어졌다. 본 연구는 침묵의 나선 이론에 대한 문화적 가치의 영향을 살펴보기 위해 '개인주의-집단주의' 뿐만 아니라 '불확실성의 회피' 성향도 중요 변수로 검증하였다. 이를 위해 인도와 한국, 미국, 스페인 등 4개국에서 온라인 설문을 진행한 뒤 얻은 780명의 응답을 분석하였다. 그 결과, 개인주의는 소외에 대한 두려움을 낮추고, 집단주의 및 불확실성 회피성향은 소외에 대한 두려움을 높이는 것으로 조사됐다. 또 개인주의와 불확실성 회피성향은 공개발언 의지를 강화시키는 것으로, 소외에 대한 두려움은 공개발언 의지를 약화시키는 것으로 나타났다. 소외에 대한 두려움은 개인주의와 집단주의의 공개발언 의지에 대한 영향력을 매개하는 것으로 확인됐다.

• 패션비즈니스
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• 제15권4호
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• pp.135-143
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• 2011

The purpose of this study was to examine consumers' gossip behavior tendency with regard to collectivism and public self-consciousness. Three hundred fifty-five college students (male: 123, female; 227) in the 20s age group participated in this study. For data analysis, descriptive statistics, multiple regression, t-test, Pearson's Correlation, and Cronbach's Alpha were used to test the research questions. As the result, first, those who had a higher score on collectivism had higher gossip behavior tendency than those who had a lower score. Second, those who had a higher public self-consciousness had higher gossip behavior tendency than those who did not. Third, female students showed more gossip behavior tendency than male students did. Finally, all three variables (collectivism, public self-consciousness, and gender)) did affect on gossip behavior tendency among college students. Out three variables, collectivism affected on gossip behavior tendency the most. These results would provide useful information for fashion marketers to understand fashion consumers better. Based on these results, fashion marketing strategies such as WOM (word-of-mouth) marketing strategy would be provided to fashion retailers or marketers.

• Child Health Nursing Research
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• 제27권4호
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• pp.395-403
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• 2021

Purpose: This study aimed to identify the mediating and moderating effects of mindset and psychological collectivism, respectively, on the relationship between grit and nursing intention for children with emerging infectious diseases, including coronavirus disease 2019 (COVID-19), among pediatric nurses. Methods: We conducted a cross-sectional descriptive study with 230 pediatric nurses. Results: Grit directly impacted mindset (β=.27, p<.001) and nursing intention (β=.20, p=.001). The direct effect of mindset on nursing intension (β=.28, p<.001) and the indirect effect of grit on nursing intension via mindset (β=.08, p<.001) were significant. Accordingly, mindset mediated the effect of grit on nursing intention. The effects of grit and psychological collectivism (β=.19, p=.003), respectively, on nursing intention were significant. However, the interaction between grit and psychological collectivism was not significant. Thus, psychological collectivism did not moderate the effect of grit on nursing intention. Conclusion: The findings demonstrate the importance of pediatric nurses' grit and mindset on their intended care for patients in critical situations. Cultivating a gritty culture and developing interventions to enhance nurses' personality traits associated with their performance will be crucial, and such measures are especially salient for pediatric nurses to face the new adjustments required in the era of COVID-19.

• 한국항공운항학회지
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• 제9권1호
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• pp.15-30
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• 2001

The purpose of this study was to classify the cultural traits of Korean pilots who worked in two airlines in Korea. This study measured the typology of preferring value(horizontal-collectivism, horizontal-individualism, vertical-collectivism, vertical-individualism) with thirty two items developed by Triandis(1995), and analysis based on the target of 135 samples using SPSS 8.0. The result of this study shows that horizontal-collectivism were to predominant overall. It was also founding the captain had the collectivism oriented behavior, and the first officer had the individualism oriented behavior. Another finding of this study is that vertical oriented behavior were majority among the former military trained pilots, and horizontal oriented behavior were majority among the civilian trained pilots.