전체 제목 저자 출처 학회/발행처
정부 조직의 조직-공중 관계성에 관한 상호 지향성 분석 : 중국 도시 관리 조직과 상인들을 대상으로 | 2020.07.08
기타 | 한국PR학회 (한국PR학회)
배경 및 목적 본 연구는 중국 도시 관리 조직과 상인들 간의 관계 상황 가운데 PR 조직?공중 관계성 이론을 상호 지향성 모델로 고찰함으로써, 상호 간의 인식 차이를 실증적으로 살펴보고자 하였다. 방법 본 연구는 본 설문에 앞서, 6명을 대상으로 사전 조사를 실시하였으며, 중국 호남성(湖南省) 3개 도시의 도 시 관리 조직에서 근무하는 공무원 150명과 상인들 150명을 대상으로 설문 조사를 실시하였으며, 최종적 으로 공무원 114명, 상인들 132명의 설문 응답 내용을 분석하였다. 결과 조직?공중 관계성의 일곱 개 세부 차원 가운데 충실성에 있어서만 객관적 일치도가 높은 것으로 나타났으며, 나머지 여섯 개 차원에 있어서는 객관적 일치도가 낮은 것으로 나타났다. 공무원의 주관적 일치도는 조직?공 중 관계성을 구성하는 일곱 개 세부 차원의 일치도가 모두 낮은 것으로 나타났으며, 상인의 주관적 일치도의 경우, 충실성의 일치도는 높은 반면에 나머지 여섯 개 차원에 있어서 일치도가 낮은 것으로 나타났다. 상인의 예측은 만족성, 충실성, 친숙성 등 세 개 차원에서 높은 정확도를 보였으며, 나머지 네 가지 차원의 정확도는 낮게 나타났다. 공무원의 예측은 상호 통제성, 만족성, 충실성 세 가지 세부 차원의 정확도는 높은 반면, 나머 지 네 가지 차원의 정확도는 낮은 것으로 나타났다. 본 연구의 결과, 중국 도시 관리 조직 공무원과 상인들 사 이의 상호 관계성 인식은 객관적 일치도, 주관적 일치도, 정확도에 측면에서 전반적으로 낮은 일치 정도를 보 이는 것으로 관찰되었다. 논의 및 결론 본 연구는 조직?공중 관계성 이론을 상호 지향성 모델과 연결하여 고찰하였다. 즉, 기존 이론 적용의 범위를 확장하였다는 연구의 차별성을 보여 준다. 특히 그간 서구와 한국 중심으로 다루어진 PR 이론 및 모델을 새 로운 정치·문화적 배경을 지닌 중국의 상황에 적용시켰다는 점에서 학술적 의의가 있다. 도시 관리 조직 공무 원과 상인들 간의 상호 인식 차이를 실증적으로 분석한 연구 결과가 이들의 상호 이해를 증진시키고, 나아가 관점의 차이를 극복할 수 있는 구체적인 방안 제시의 토대 자료로 활용될 수 있다는 점에서 이 연구는 실무적 중요성을 갖고 있다.   Objectives The purpose of this study was to examine mutual orientation by applying the organization-public relationship (OPR) theory to empirically evaluate perception differences between Chinese urban management organizations and merchants. Methods Prior to the major data collection, survey questionnaires were adjusted to suit the Chinese environment with in - depth - interviews with three public officials and three merchants in China. Surveys were conducted with 114 public officials in urban management organizations and 132 merchants in three cities in Hunan province. Results As a result, among the seven dimensions of OPR, the Fidelity dimension was only met in terms of Objective Agreement, whereas all the other six dimensions were not objectively agreed upon between the officials and the merchants. Perceived Agreement 1 among the officials was low in all seven components, whereas Perceived Agreement 2 was high only in terms of Fidelity and low in the remaining six dimensions among the merchants. The merchants’ predictions were accurate for the three dimensions of Satisfaction, Commitment, and Intimacy, but were not accurate for the other four components. The officials’ predictions were accurate for the three dimensions of Mutual Controllability, Satisfaction, and Commitment, but were not accurate for the other four dimensions. Together, the results revealed that Objective Agreement, Subjective Agreements 1, Subjective Agreements 2, Accuracy 1, and Accuracy 2 were relatively low between the public officials in urban management organizations and the merchants. Conclusions This study differs from previous studies in examining organization-public relationships by applying the OPR theory within the framework of mutual orientation models. This study confirmed the significance of OPR theory and expanded a theoretical and practical horizon from the West and South Korea to the Republic of China.
네트워크 의제 설정 모델을 적용한 공공 이슈 관리 탐색 : 북한이탈주민에 대한 신문과 SNS의 담론 비교를 중심으로 | 2020.07.08
기타 | 한국PR학회 (한국PR학회)
배경 및 목적 이 연구는 네트워크 의제 설정 모델을 적용하여 주요 신문 보도와 SNS(social network site)에 나타난 북 한이탈주민 담론을 분석하고, 이를 통해 PR의 공공 이슈 관리 차원에서 고려해야 할 점들에 대해서 논의, 제 안하고자 한다. 방법 2005년 1월 1일부터 2018년 12월 31일까지 14년 동안 종합 일간 신문과 SNS에 나타난 새터민, 탈북 자, 북한이탈주민과 관련된 자료를 수집하여 의미 연결망 분석을 시행하였다. 결과 전체적으로 북한이탈주민에 대한 신문 보도와 SNS 논의는 유사하게 진행되었다. 특히, 신문 보도와 SNS에 서 공통적으로 북한이탈주민의 정착 문제, 정착 지원 문제, 그리고 다문화 가정 등과 같은 이슈들이 논의되면 서 미디어 간 의제 설정의 가능성을 확인할 수 있었다. 하지만, 신문 보도는 북한이탈주민에 대해서 중국과의 외교 갈등 이슈를 강조하며 부정적으로 바라보고 있었고, SNS에서는 북한이탈주민 여성을 결혼 대상자로 바라보며 두 미디어 간에 차이도 확인할 수 있었다. 논의 및 결론 이러한 결과들을 통해 이슈 관리 차원에서 북한이탈주민에 대한 부정적인 정체성을 나타내는 용어들의 사용 금지, 다문화 이주 여성과 유사하게 진행되는 북한이탈주민 여성에 대한 부정적 담론 생산과 확산, 북한이탈 주민 지원에 대한 이성적인 설득 전략, 그리고 미디어 간 의제 설정 기능을 고려한 매체 전략 등에 대한 고려 가 필요하다는 것을 논의, 제안하였다.   Objectives This study attempted to use the network agenda-setting model to discuss discourses regarding North Korean defectors and suggest alternative public campaign strategies changing the perceptions of North Korean defectors in South Koreans. Methods The study collected data from January 1, 2005, to December 31, 2018, to analyze and compare discourses about North Korean defectors between main newspapers and social network sites (SNS). Finally, this study used Ucinet to analyze the data collected. Results Overall, the main newspapers have considered North Korean defectors as trouble-maker in the relationship with the Chinese government with negative perspectives, while SNS produced a discourse regarding female North Korean defectors as a wedded partner of male South Koreans. As a common issue in both newspapers and SNS, economic support for North Korean defectors in South Korea was discussed. However, the issue was circulated from the newspapers to SNS. Conclusions Based on these results, this study offered some suggestions in the public campaign field, such as consideration to naming wards for North Korean defectors, negative discourse about female North Korean defectors, and rational persuasion approaches for economically supporting North Korean defectors.
쇼핑 채널 유형에 따른 소비자의 만족, 불만족, 채널 전환 의도에 영향을 미치는 요인들 | 2020.07.08
기타 | 한국PR학회 (한국PR학회)
배경 및 목적 소비자의 소비 라이프 스타일, 채널 이용 동기, 마케팅 속성, 지각된 위험과 함께 관계 유지 전략이 쇼핑 채널 에 따라 소비자의 만족, 불만족 및 채널 전환 의도에 어떤 영향을 미치는지 살펴보았다. 방법 생필품 구매에 한정하여 응답자를 대면 쇼핑 채널 주 이용자와 비대면 쇼핑 채널 주 이용자로 나누어 설문 조 사 후, 위계적 회귀분석을 실시했다. 결과 대면 쇼핑 채널의 경우 관계 유지 전략이, 비대면 쇼핑 채널은 채널 이용 동기가 소비자의 만족에 가장 큰 영 향을 주었다. 대면 쇼핑 채널의 경우 지각된 위험이, 비대면 쇼핑 채널의 경우 소비 라이프 스타일이 불만족 에 가장 큰 영향을 줬다. 또한 대면 쇼핑의 경우 소비 라이프 스타일이, 비대면 쇼핑 채널의 경우 지각된 위험 이 소비자들의 채널 전환 의도에 가장 큰 영향을 미치는 요인으로 나타났다. 논의 및 결론 최근 PR 분야에서 주목하고 있는 관계 유지 전략이 기존 마케팅 관련 영향 요인들과 함께 소비자의 만족에 유의미한 영향을 끼친다는 것을 실증적으로 보여 주었다. 또한 소비 라이프 스타일, 채널 이용 동기, 마케팅 속성, 지각된 위험, 관계 유지 전략을 한 모델 안에 투입해, 기존 연구에서 보여 주지 못한 독립 변수들의 상 대적인 영향력을 보여 주었다는 데 그 의의가 있다.   Objectives The effects of consumption lifestyle, channel usage motives, marketing characters, perceived risk, and relationship maintenance strategies on consumer satisfaction, dissatisfaction, and channel-switching intention in accordance with shopping channels were studied. Methods An online survey was conducted with consumers who mainly purchased daily necessities. Hierarchical regression analyses were executed. Results Relationship maintenance strategies were the biggest impact factors on consumer satisfaction in facing shopping channels while channel usage motives were the biggest in non-facing shopping channels. Perceived risks were the biggest impact factors on consumer dissatisfaction in facing shopping channels while consumption lifestyles were the biggest factor in non-facing shopping channels. Conclusions These results imply that relationship maintenance strategies could be the practical factors influencing consumer satisfaction with well-known marketing-related factors. Also, the relative impact of independent variables on consumer satisfaction, dissatisfaction, and channelswitching intention was shown by testing those factors within an integrated model.
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.
‘중용’을 통한 자유주의와 공동체주의 언론의 반성적 절충 | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
이 논문은 한국 언론이 스스로의 이념적 편향성을 극복하고 상호이해에 바탕한 시민사회의 통합을 유도하기 위해서는 다원성에 기초한 자유주의와 공공선을 근간으로 하는 공동체주의 언론관의 반성적인 절충을 꾀할 수 있는 유가 사상의 ‘중용’(中庸)을 직업적 가치 덕목으로 삼아야 한다고 주창한다. 이는 여러 관점들을 잘 아울러서 언제 어디서에서나 어느 편으로도 치우치지 않고 가장 알맞고 가장 올바르며 가장 조화로운 상태를 유지하고자 하는 유가의 ‘중용’ 사상이 궁극적으로는 절차적 정당성을 강조하는 자유주의와 공공선의 덕목을 중시하는 공동체주의 언론관의 화합적인 병립을 유도할 수 있기에 사회적 협력과 합의를 가능케 하는 윤리 기반으로서 절차적 민주주의와 가치적 민주주의의 상생을 추구할 수 있기 때문이다. 연구자들은 특히 존 롤즈의 ‘중첩적 합의’와 ‘반성적 평형’이라는 개념이 중용 사상의 구현을 유도하는 도구적 원리를 내포하고 있다고 보고 ‘중첩적 합의’와 ‘반성적 평형’을 절차적 규범으로 상정하는 중용 사상이 언론인의 자기 검속 원리로 작용하는 것은 물론, 제도로서의 언론을 포함해 사회 전반으로 확장됨으로써 언론이 상호 이해와 상호 호혜에 기반한 민주주의를 구현하는데 중추적인 역할을 수행할 수 있다고 인식한다. 이에 본고에서는 다원성에 기초한 자유주의 가치관을 이상적 언론 구현을 위한 ‘제1의 원리’(‘선행 원리’)로, 또 공공선에 근간한 공동체주의적 가치관을 ‘제2의 원리’(‘후행 원리’)로 규정해 두 원리를 동시에 만족시키고자 의도하는 중용 저널리즘이 언론인 개개인은 물론, 언론 조직을 아우르는 공적 보편 이념으로 확산될 경우, 사회적 갈등을 조장하는 ‘분열의 공론장’은 줄어들고, 신뢰를 기반으로 한 ‘화합의 공론장’이 형성될 수 있다고 간주한다.   This paper insists that the Korean journalism ought to position the Doctrine of the Mean by Confucianism as its professional virtue in news making which can conduct the reflective reconcilement between the liberalism and communitarianism in order to overcome its ideological skewness and in order to lead the social integration grounded on public reciprocity among citizens. This is because the doctrine of the mean, which aims to keep the most proper, the most rightful and the most harmonious status, could lead the reconciliatory compatibility of the liberalism and communication each of which focuses on the freedom of thought and the value of public good, and this reconciliation might induce the coexistence of the process-oriented democracy and the value-oriented democracy as the ethical foundation which enables the social corporation and societal consensus. This essay considers that the concepts of the ‘overlapping consensus’ and the ‘reflective equilibrium’ by John Rawls contain the thought of the Doctrine of the Mean, and believes that these concepts led by the Doctrine of the mean needs to be played as the principle of self-regulation for individual journalists and needs to be spread to the journalistic institutions and to the society in order to contribute to establish the democracy based on mutual understanding and reciprocity. The researcher believes that if the Doctrine of the Mean Journalism, which seeks the coexistence and the symbiosis of the liberalism and communitarianism, is proliferated to individual journalists and the institutions of journalism as the public ideology, it leads the shrink of the ‘segmental public sphere’ aggravating social conflicts and the formation of the ‘harmonious public sphere’ encouraging the credibiltiy among social members.
Reframing of Outgroup : How Activists Mobilize Civic Engagement | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
This study aims to explore how advocacy NGOs leverage outgroup representation and take appropriate action cues to mobilize civic engagement in a social movement. The 2×2 experimental study (N = 353) measured the impact of different outgroup representation types (abstract vs. specific) and message frames (why? frames vs. how? frames) upon group solidarity and readiness to join in collective action. The study"s findings suggest, firstly that the representation of outgroups moderate the relationship between ingroup solidarity and civic engagement, with this effect increased when respondents are exposed to a specific outgroup representation than when exposed to an abstract one; and secondly that under the suggestion of an abstract outgroup, respondents are more responsive to how? messages, while under the suggestion of a specific outgroup, they are more receptive to why? messages. The current study helps us to rethink the role of outgroup representations and message frames, which can help to bridge group boundaries and trigger a pool of individuals to take their action.
A Study on Internal Communication factors as Determinant of Organizational Health : Evidence from Small and Medium-sized Enterprises (SMEs) in Vietnam | 2020.06.25
기타 | 한국언론학회 (한국언론학회)
After the economic reform in the 1980s, the Vietnamese government began to restructure state-owned enterprises (SOEs) to accelerate private sectors and opened the market to facilitate commerce and foreign investment. As a result of this policy, the number of small and medium-sized enterprises (SMEs) has been increasing at a rapid pace for the last decade. On the downside, however, as Vietnam is deeply integrating into the global economy and the trend of globalization is on the rise, a wide range of multinational corporations (MNCs) have entered Vietnam to seek new business growth opportunities and to compete with local SMEs. This intensifying competition poses a threat to the overall performance of domestic SMEs. Meanwhile, there is little interest in organizational health in the field of communication. This study is, therefore, to examine the important factors of internal communication which are related to organizational health of SMEs in Vietnam. The results indicate that workplace communication and goal alignment are two significant dimensions of organizational health of SMEs in the context of Vietnam while transformational leadership and employee well-being are unrelated to health of local SMEs. These findings would provide managerial implications to the top management of SMEs as well as contribute to the extant literature on organizational health within the domain of human resource management and communication research. Based on these findings, this study has given insightful recommendations to practitioners with a focus on enhancing the corporate communications and fostering the fit between employees and organizational goals besides improving the mental illness for employed staff.
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