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남궁영 ( Young Namkung ) 한국주관성연구학회 1998 주관성연구 Vol.- No.3
This study is an analysis of audience of movie as a masscom-munication. Namely, the purpose of this study is to discover the motivation of the moviegoer. In this study, a Q-sample is a set of Q-statements from a Q-population which was the collection of Q-statements obtained from interviews. A total 40 Q-sample were finally selected, and P-sample of 40 was used. The four types emerged in this study were named the Social Value Pursuer, the Personal Value Pursuer, the Utility Value Pursuer, the Pastime Value Pursuer. First, the Social Value Pursuers are motivated by social value at moviegoing. They go to the movie with the trend of the times because they are sensitive to the fad,. They think that moviegoing is a social behavior. For that reason, they do not go to the movie alone, and they are informed by mass media about the movies. Second, the Personal Value Pursuers are movie manias. They are subjective to the movie, So that, they ignore \"hat the other``s opinions about the movies. They are satisfied to see the movie what they selected. Third, the Utility Value Pursuers look for to external value of moviegoing. They go to the movie on date. they spent time on holiday in theater. They do not go to the movie for recreation but for utility. The fourth is the type of pastime. The Pastime Value Pursuers are going to the movie for amusement, for relaxation. They are motivated by the reputation of mass media and the world.
ESG 경영 활동이 브랜드 태도, 행동의도에 미치는 영향
윤경진(Kyeong-Jin Yoon),남궁영(Young Namkung) 한국외식경영학회 2023 외식경영연구 Vol.26 No.6
본 연구는 식품기업의 ESG 경영활동이 브랜드 태도, 행동의도에 미치는 영향에 대하여 연구하였다. 또한 ESG 경영활동과 브랜드 태도 간의 관계에서 ESG 인지도의 조절효과를 검증하였다. ESG 경영활동을 하는 식품기업 이용경험이 있는 20세 이상의 소비자 대상으로 설문하였고, 총 370부의 답변이 분석에 활용되었다. SPSS와 AMOS을 사용하여 연구 분석을 수행하였다. 연구 결과 식품기업의 ESG 경영활동 중 환경적 활동과 사회적 활동은 브랜드 태도에 정의(+) 영향을 미쳤다. 브랜드 태도는 행동의도에 정의(+) 영향을 미치는 것을 확인하였다. ESG 인지도의 조절효과는 식품기업의 ESG 경영활동 중 환경적 경영 활동과 브랜드 태도 간의 관계에서 유의하게 나타났다. 본 연구에서는 식품기업이 집중하고 강구해야 할 ESG 경영활동과 향후 경영전략에 대하여 실무적 제안을 하였다. This study aimed to investigate the effect of ESG management activities on brand attitudes and behavioral intentions in the food industry. This study also examined the moderating effect of ESG awareness between ESG management activities and brand attitudes. This study surveyed consumers aged more than 20 who had experienced with food companies engaged in ESG management activities. A total of 370 responses were collected and used for data analysis. Structural equation modeling was conducted to test hypotheses. The results of the study were as follows. Among ESG management activities, environmental and social activities had positive (+) effects on brand attitudes. Brand attitude had a positive (+) effect on behavioral intention. In addition, ESG awareness was found to be a moderator in the relationship between environmental activities and brand attitudes. On the basis of the research findings, this study provides practical suggestions dealing with ESG management strategies in food industry industry.