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A Study on the Relationship between Employee Social Network Motives and Helping Behavior
Dongwon Choi(최동원) 한국산학기술학회 2021 한국산학기술학회논문지 Vol.22 No.11
조직 맥락에서 사회적 관계의 중요성은 학계와 실무 양측에서 주목해왔으나, 기존 연구들은 근로자들이 사회적 관계망 속에서 더 나은 위치를 점유하기 위해 특별히 어떠한 노력을 수행하는지 상세한 행동 양태를 규명해오지 못했다. 이러한 기존 연구의 한계점을 극복하기 위해 본 연구에서는 사회 관계망 이론에 근거하여, 근로자의 네트워크 동기가 강할수록 이들이 적극적으로 도움 행동을 수행할 것이라 주장한다. 또한, 본 연구에서는 네트워크 동기와 도움 행동의 관계를 변화시키는 조절 변수들의 효과를 고찰한다. 특히, 본 연구에서는 동료 특성(동료의 능력/인기)과 행위자 본인 특성(정서활용)의 조절 효과를 동시에 고찰한다. 연구가설 검증을 위해 국내 기업에 종사하는 218쌍의 조직구성원과 그들의 동료에게 설문조사를 실시하였으며, 가설 검증 결과, 동료 특성의 조절효과는 지지되지 못하였으나 근로자의 네트워크 동기, 동료 특성, 근로자 정서활용 세 변수의 상호작용이 근로자의 도움 행동의 다양한 양태를 설명하였다. 본 연구는 조직 내 집단에서 근로자들이 보이는 대인관계적 행동의 복잡한 양태를 심층적으로 고찰함으로써 이에 대한 해답을 제시하고자 한다. While scholars and practitioners recognize the importance of social networking of employees in organizations, existing studies have not provided answers to how employees exert extra efforts to occupy better positions within the social network. To fill this gap, drawing on the notion of social network, I posit that employees who want to achieve good positions in social networks are likely to show interpersonal helping behavior. In addition, I further examine the boundary conditions that change the above relationship. Specifically, this paper simultaneously examines the moderating role of characteristics of a coworker (ability and popularity) and of the focal actor (use of emotion). To test the proposed research model, this paper adopted a cross-sectional survey design and collected data from 218 employee-coworker dyads who work in companies in Korea. While I failed to find the moderating role of coworker characteristics, the current research found significant three-way interaction effect of employee"s social network motives, coworker characteristics, and employee"s use of emotion on their helping behavior. The current research intends to explain the complicated nature of the inter-personal dynamics in groups and organizations.
Dongwon Choi,Hyejin Bang,Yeonshin Kim,Tae Hyun Baek,Sukki Yoon 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research examines how price discount, message assertiveness, and national culture interact to influence consumers’ response to the recycling messages on product packages. Results showed that American consumers respond more negatively to assertive (vs. nonassertive) recycling messages when paying a full price for the product, but they respond more positively to assertive (vs. nonassertive) messages when paying a discounted price for the product. For South Korean consumers, price discount and message assertiveness do not influence their responses to recycling advertising.
Dongwon Choi,Hyejin Bang,Tae Hyun Baek,Yeonshin Kim,Sangdo Oh 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The purpose of this study is to examine how a “paring” of a sponsoring brand with wellmatched products in a branded content (e.g., branded entertainment content and/or commercial) possibly leverages consumers’ attitude toward the sponsoring brand. For instance, to maximize the perceived benefit and desirability of their product, Guinness previously portrayed their product along with foods, such as oysters, steaks, and cheese, that would all be much better if consumers enjoyed it with a bottle of Guinness. We refer this type of practice as a “paring strategy,” another form of Leveraged Marketing Communications (LMC), and aim to explore how such paring practice successfully benefits the brand through association. In this context, this study shows a) a proportion of a sponsoring brand and a paring product portrayed in a content (e.g., 20/80 vs. 80/20), b), the attribute of the branded content (desirability vs. feasibility orientation), c) the demonstration natures of the paring strategy (integrated vs. sequential) creates association between a sponsoring brand and matching products, and amplify the perceived benefits of the sponsoring product. Finally, this study aims to explore the moderating role of consumer’s general tendency of processing style (holistic vs. analytic) in the effect of paring strategy.
Dongwon Choi,Hyejin Bang,Bartosz W. Wojdynski,Yen-I Lee,Kate M. Keib,Camila Espina,Kacy Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Viral video advertising as a branded entertainment has shown its potential to overcome consumer skepticism by spreading the brand message through individuals’ social connection. Although brand placement prominence and brand disclosure may be critical factors that influence forwarding intention in the viral video ad context, less research has examined these relationship. To fill these gaps, this study aims 1) to examine the psychological mechanisms through which the brand placement prominence influences consumers’ forwarding intention of viral video advertising, and 2) to investigate the potential moderating role of brand disclosure timing. This study shows that the level of brand prominence in a viral video ad is an important factor influencing viewers’ forwarding intention sequentially mediated by persuasion knowledge, critical processing and enjoyment. The moderating role of brand disclosure timing investigated in the current study suggests that when the branded viral video has a high level of brand prominence, post brand disclosure leads to a higher forwarding intention compared to the prior brand disclosure.