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서비스 기업의 부정적 정보에 대한 소비자의 감정적 반응이 반기업 인식과 부정적 구전의도에 미치는 영향
이상균(Lee, Sangkyun),이한근(Lee, Hangeun),황인창(Whang, Inchang) 한국서비스경영학회 2017 서비스경영학회지 Vol.18 No.2
Consumers who encounter the irresponsible corporate behavior experience the negative emotional responses, and these responses might lead consumer resistance which demage the company′s image, reputation, and sales. The purpose of this study is to examine whether consumers" emotional responses such as betrayal, disappointment, moral outrage have effects on anti-corporate sentiments, negative word-of-mouth intention. The results are as follows: First, betrayal and moral outrage are positively related with negative WOM intention. Second, disappointment, moral outrage are positively related with anti-corporate sentiments. Third, Anti-corporate sentiments is positively related with negative WOM intention. Lastly, anti-corporate sentiments act as a mediator between disappointment, moral outrage and negative WOM intention. These results have implication that theoretically, this study proved disappointment and moral outrage are the antecedents to resistance behaviors and practically, corporations need to consider the emotional responses when they deal with communication strategy for negative information.
서비스 제공자와 고객 간의 장기적 관계 형성에 있어 공감의 역할
이한근(Lee, Hangeun),이상균(Lee, Sangkyun),지성구(Ji, Seong Goo) 한국서비스경영학회 2018 서비스경영학회지 Vol.19 No.2
Most service industry focused long-term relationship with customers and service provider. Empathy has been identified as an important factor for service provider who interact with customers. However, no research has addressed role of gender about relative impact of empathy on relational outcome. The purpose of the present study was (1) to conceptualize customer empathy(cognitive and affective empathy) as psychological constructs perceived by the customer (2) to examine that cognitive and affective empathy have effect on trust and post-rerational intention (3) to examine which the moderating role of gender. The results are as follows: First, cognitive and affective empathy are positively related with trust. Second, trust are positively related with post-relational intend. Lastly, Significant gender differences exist in the empathy-trust relationship. Cognitive empathy was associated with trust in male customer but, affective empathy was associated with trust in female customer. The conclusion of present study provides theoretically and managerial insights and made directions for future research.
기부 광고에서 수혜자에 대한 책임 귀인이 기부자의 공감과 기부 의도에 미치는 영향
예종석(Jongsuk Ye),이상균(Sangkyun Lee),김영미(Yeongmi Kim) SBS 2017 미디어경제와 문화 Vol.15 No.1
기부 광고에서 수혜자에 대한 정보를 어떻게 제시하는지에 따라 기부 유도 효과가 상이할 것이라는 예상에서 본 연구는 출발하였다. 이를 위해 기부자가 지각한 수혜자의 책임 정도(높음 vs. 낮음), 수혜자의 인식 가능성(특정 개인 vs. 불특정 다수)과 수혜자 상황의 심각성(높음 vs. 낮음)의 상호작용이 기부자의 공감과 기부 의도에 미치는 차별적 영향력을 밝히고자 하였다. 주요한 연구 결과는 다음과 같다. 첫째, 수혜자가 현재 겪고 있는 어려운 상황의 원인에 대하여 수혜자의 책임이 낮게 지각되는 경우 특정 개인 수혜자로 제시될 때 기부 유도 효과가 가장 큰 것으로 나타났다. 그러나 책임을 높게 지각하는 경우, 불특정 다수로 제시되는 것이 더 영향력이 있었다. 둘째, 기부자가 지각한 수혜자의 책임 정도에 상관없이 심각성이 높은 상황이 제시되는 경우 기부 유도에 보다 효과적인 것으로 나타났다. 본 연구는 기부자들이 부정적 인식을 지닐 수 있는 마약, 알코올 중독자 등의 수혜자를 지원하는 비영리단체들이 효과적인 모금 전략을 수립하는 데 도움이 되는 가이드라인을 제시하였다는 점에서 의미가 있다고 할 수 있다. In the past, the primary focus of the charitable giving has been on the people in needs who were perceived as less responsible for their adversity like children and disaster victims. As the giving cultures settle, people have started to recognize social needs in various areas. Some emerging nonprofit organizations have begun to support those who may be perceived as responsible for their own hardship including not limited to homeless, drug addicts, AIDS patients and etc.. Given that donors can be reluctant to donate when recipients are judged as responsible, the current research examines different conditions under which the giving intentions can be increased. Findings demonstrate that donor empathy and giving intention are increased when recipient responsibility is perceived low (vs. high). Findings also reveal that the influences of recipient responsibility on empathy and donation intention vary as a function of identifiability (identifiable vs. unidentifiable) and outcome severity (high vs. low). The effects on empathy and donation intention were strengthened when recipients are unidentified and their responsibility is perceived high. Lastly, The effects on empathy and donation intention were strengthened when outcome severity are negative. As discussed, the research presented here offers numerous implications for researchers and practitioners.
Benzoyl Peroxide의 반복투여 독성과 생식 및 발생독성
송상환(Sanghwan Song),김수현(Su-Hyon Kim),배희경(Heekyung Bae),김미경(Mikyung Kim),구현주(Hyun Ju Koo),박광식(Kwangsik Park),이상균(Sangkyun Lee),박중훈(Joonghoon Park),최은실(Eun-Sil Choi),이문순(Moon-Soon Lee) 한국독성학회 2003 Toxicological Research Vol.19 No.2
This study was carried out to assess the combined repeated dose, reproduction and developmental toxicities of benzoyl peroxide for OECD SIDS (Screening Information Data Set) program. Male and female Sprague-Dawley rats were exposed to benzoyl peroxide at dose levels of 0, 250, 500 and 1,000 mg/kg/day for 29 days for males and for 41~51 days for females. No deaths were found in all animals including control group during exposure period. No hematological effects attributable to benzoyl peroxide were observed in all treated groups. Significant decrease in the weight of testes and epididymis were observed in males at 1,000 mg/kg/day. In females at 1,000 mg/kg/day, slight histopathological effects in uterus such as epithelial vacuolation or hyperplasia were observed. No treatment-related changes in precoital time and rate of copulation, fertility and gestation period were noted in all treated groups. There was no evidence of teratogenic effect of benzoyl peroxide, but body weight of pups at 1,000 mg/kg/day was significantly decreased. NOAEL for combined repeated dose and reproduction/developmental toxicity was 500 mg/kg/day.