• Asia Marketing Journal
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• 제19권3호
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• pp.45-74
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• 2017

The current research proposes to fill a research gap by testing how reward uncertainty, different types of motivation, as well as individual risk-taking attitude affect consumers' promotion participation. Being offered with an uncertain reward, relative to individuals with extrinsic motivation, individuals with intrinsic motivation will have greater intention to participate in marketing promotion. In contrast, being offered with a certain reward, relative to individuals with intrinsic motivation, individuals with extrinsic motivation will have greater intention to participate in marketing promotion. This effect arises only among consumers having a low level of risk-taking attitude. For consumers having a high level of risk-taking attitude, their participation intention shows no significant difference between the two motivation type groups, under both certain and uncertain reward conditions. With an understanding of how consumer's response heterogeneously to promotions involving rewards, marketers can better understand not only how to use this promotional tactic more effectively, but also how to better allocate their budget for promotions.

• 유통과학연구
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• 제15권9호
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• pp.27-36
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• 2017

Purpose - In this study, the author investigates which shopping motivations affect regulatory focus differently. This study also determines the effect of shopping motivation on regulatory focus when consumers use different shopping channels. Additionally, the author tries to investigate how information quality affects regulatory focus. Similarly, this study also examines the effect of the shopping channel on the relationship between information quality and regulatory focus. Research design, data, and methodology - With 635 surveyed questionnaires, this study was conducted by SPSS and AMOS 22.0 version. SEM was used to verity hypotheses and model. Results - According to this research, hedonic shopping motivation affects promotion focus positively and prevention focus negatively. Furthermore, when consumers use a mobile channel rather than an online one, hedonic shopping motivation affects prevention focus more negatively. However, depending on the shopping channel, there are no significant differences in the case of the relationship between hedonic motivation and promotion focus. The author also examines how information quality affects regulatory focus. In particular, when consumers use a mobile channel rather than an online one, information quality affects promotion and prevention focus more positively. Conclusions - Through this study, the author suggests that shopping motivation and information quality could influence consumers' regulatory focus, shopping attitude, and intention.

• 지식경영연구
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• 제17권3호
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• pp.137-159
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• 2016

Although prior studies suggest that transformational leadership and servant leadership fuel followers' creativity, there is a few study on leadership style and followers' personality interaction. Based on regulatory focus theory, this study believe that interaction impacts of leadership styles and followers' regulatory focus differed in promotion focus and prevention focus employees' creativity. To strengthen causal process and rule out alternative results, this study conducted an experimental study using field employees. Participant were randomly assigned to four conditions (transformational leadership ${\times}$ promotion focus), (transformational leadership ${\times}$ prevention focus), (servant leadership ${\times}$ promotion focus), (servant leadership ${\times}$ prevention focus). The major results of this study suggest that (1) transformational leadership was positively related to promotion focus followers' intrinsic motivation and creativity, and was negatively related to prevention focus followers' intrinsic motivation and creativity. (2) Servant leadership, on the other hand, was positively related to promotion focus and prevention focus followers' motivation and creativity. (3) Intrinsic motivation mediated the relationship between interaction effects of leadership style and follower's regulatory focus style and individual creativity. The results of this study demonstrated a remarkable differential impact based on a simple manipulation inducing feeling or thinking of a responsive situation. This research, measuring interaction impact of leadership and followers' regulatory focus in an experimental context, expands the leadership style and regulatory focus literature and provides future directions on leadership role in personality-related research domains.

• International Journal of Advanced Culture Technology
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• 제10권3호
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• pp.244-252
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• 2022

In order to find out the factors influencing students' willingness to continue exercise and increase their willingness to continue exercise, I conducted an investigation on Chinese college students' motivation to exercise and to improve their healthy lifestyle. Through a questionnaire survey of 312 Chinese university students, the motivation of sports participation, the promotion of healthy lifestyle and the willingness to continue exercise were measured. The questionnaire data were collected from November 2021 to January 2022. The questionnaires were collected and processed by SPSS, and the analysis methods were frequency analysis, reliability analysis and linear regression analysis. The results show that there is a significant relationship between the motivation of exercise and the healthy lifestyle of Chinese college students and the persistence intention, and the limitations of this study and suggestions for future research are discussed.

• 한국콘텐츠학회논문지
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• 제21권8호
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• pp.559-570
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• 2021

음주를 유발하는 사회환경요인 중 하나인 주류광고와 마케팅 규모는 매년 확대되고 있으며, 음주폐해 또한 그 심각성이 증가하고 있다. 본 연구는 성인 2000명을 대상으로, 주류광고, 주류 판촉마케팅 노출 경험이 음주동기, 음주수준을 매개로 음주폐해에 끼치는 영향에 대해 살펴보았다. 연구 결과 주류광고와 주류 판촉마케팅 노출 경험은 여성보다 남성이 더 높았으며, 음주동기, 음주수준, 음주폐해 또한 남성이 더 높게 나타났다. 주류광고와 주류 판촉마케팅 노출 경험은 음주폐해에 직접적으로 영향을 끼치며, 경험이 많을수록 음주폐해도 큰 것으로 나타났다. 또한 음주동기와 음주수준은 주류광고와 주류 판촉마케팅의 노출 경험이 음주폐해에 끼치는 영향을 부분적으로 매개하는 것으로 나타났다. 따라서, 음주폐해예방을 위해 음주 폐해를 발생시키는 사회 환경인 주류광고와 주류 판촉마케팅에 대한 규제를 강화하고 음주폐해예방을 위해 개인의 인식 개선 접근과 함께 환경적·제도적 차원에서의 개입이 유기적으로 이루어져야함을 제언하였다.

• 유통과학연구
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• 제16권9호
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• pp.65-77
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• 2018

Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.705-715
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• 2021

This study examines the simultaneous impact of gender and administrative post on the research motivation of university lecturers. There are 475 selected questionnaires that are qualified for data processing and the collected data are analyzed by two-way analysis of variance (ANOVA). The results show the relationship between administration involvement and scientific research of lecturers. In general, lecturers with administrative post have higher research motivation than lecturers without administrative post. More specifically, the level of administrative post has positive correlation with research motivation of female lecturers, but has negative correlation of male lecturers. It means that a female lecturer with higher administrative post also has more motivation to conduct research. Conversely, the higher administrative post a male lecturer has, the less research motivation he is. The cause of this difference is the pressure of earning money on Asian men, including Vietnamese men, who are considered to be main breadwinners of their family. When having an administration post, the more chances male lecturers have to earn money, the less time they can spend for scientific research. This suggests that the solution for managers is to perform annual assessment, fulfill promotion process, build up motivation and reward system, and establish recruitment and promotion policies.

• The Journal of Asian Finance, Economics and Business
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• 제9권1호
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• pp.399-408
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• 2022

This paper aims to evaluate the effects of Critical work factors on Work Motivation and Job Satisfaction of young Vietnamese employees. The four most essential work aspects were consisting of the Work environment, Employee empowerment, Salary, and Promotion opportunities. To empirically evaluate the proposed research model, the authors assemble data through conducting questionnaire interviews with young employees working in Vietnamese firms. A sample of 216 respondents was constructed using the PLS-SEM program to highlight the testing of thirteen hypotheses. The testing results indicate that four Critical work factors positively impact the job motivation of young employees, especially two factors as Salary and Promotion opportunities. Surprisingly, the hypothesis regarding the positive direct relationship between Promotion opportunities and Job satisfaction is not supported. Meanwhile, the rest influence factors have a significant connection with the Vietnamese worker's job satisfaction. The mediation role of Work motivation was also tested by examining the indirect positive relationship between four Critical work factors and Job satisfaction. This paper is the first study that focuses on young employees; hence, these research findings provide Vietnamese human resource managers some suggestions for reference, which can be considered the dynamic factors on the young Vietnamese employees.

• International Journal of Advanced Culture Technology
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• 제7권2호
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• pp.103-112
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• 2019

Online self-disclosure was hypothesized as a mediating variable, explaining the relationship between Facebook access motivation (relationship expansion, curiosity about others' life, maintenance of social connection, social pressure from others, habitual use, impression management, searching for information, and content sharing) and Facebook addiction. Data came from 407 high school students in the Busan, and Gyeongnam provinces. Structural analysis was used to specify the relations among measured construct. Facebook access motivation of curiosity about others' life, Facebook access motivation of maintenance of social connection, Facebook access motivation of social pressure from others, Facebook access motivation of habitual use, and Facebook access motivation of impression management were significant predictors of Facebook addiction. Online self-disclosure mediates between Facebook access motivation of curiosity about others' life, Facebook access motivation of social pressure from others, Facebook access motivation of searching for information & Facebook access motivation of content sharing and Facebook addiction. Viewing online self-disclosure as a mediator has important implications for social media addiction counseling practice.

• 한국심리학회지:학교
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• 제17권3호
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• pp.287-306
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• 2020

본 연구의 목적은 동기조작이 과제수행에 미치는 영향을 알아보는 것이다. 기존에 동기와 과제수행과의 관련성을 살펴본 선행연구들은 대부분 자기 보고식 설문지를 사용하여 진행되었는데 자기보고식 검사는 왜곡되거나 편향된 응답을 제공할 가능성이 높다. 따라서 본 연구에서는 실험 상황에서 노력 유도 지시문과 과제수행 태도에 대한 긍정피드백을 통한 동기 활성화가 과제수행에 어떠한 영향을 미치는가를 살펴보고자 하였다. 본 연구에서는 또한 실험 자극으로 실제 학습장면과 연관 지을 수 있는 수학·언어 영역의 과제를 사용하였다. 실험 1에서는 수학과제 수행 시 동기조작이 과제 난이도 선택에 미치는 영향을 살펴보았다. 그 결과 실험집단의 참가자들이 통제집단에 비해 어려운 난이도의 과제를 더 많이 선택했다. 실험 2에서는 실험 1과 동일한 패러다임을 언어 과제에 적용하여 동기조작에 따른 집단 간 차이를 살펴보았는데 그 결과 실험 1과 동일하게 실험집단의 참가자들이 높은 난이도의 과제를 더 많이 선택하였다. 실험 3에서는 동기조작이 수행 정확률과 과제 지속성에도 영향을 미치는지 살펴보았으며 실험 결과 실험집단의 경우 통제집단에 비해 과제 정확률과 지속성 모두 더 높게 관찰되었다. 본 연구의 결과는 노력 유도 및 긍정 피드백을 통한 내재적 동기의 활성화가 과제수행에 영향을 미친다는 것을 보여주는 실험적 증거라 할 수 있다.