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      • Conversion Intentions of Fashion Marketing Interns

        Jessica L. Hurst,Linda S. Niehm,Sunhee Park 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.2

        Fashion marketing/retailing is a major employment sector and driver of economic activity on a global level. Michael Porter’s (1985) popular value chain perspective demonstrates the importance of marketing and retail sales among a set of primary value creating activities for firms of all types. The value chain perspective also illuminates the importance of human resources as a support activity necessary to create value and assure the success of the firm. This research addresses the potential value for fashion marketing/retailing firms that may be achieved through employee development practices such as offering pre-professional internships. We focus on college students’ perceptions of fashion marketing/retail-related internships d the factors that cause interns to accept a job offer upon internship completion. This study specifically examines relationships between internship experiential components of psychological contracts, supervisory support, affective organizational commitment and job satisfaction. Unlike other industry sectors, retailing is not limited to a specific region and thus provides job opportunities for fashion and retail degree graduates on a nearly global scale. (“Future Employment in Retail…” 2009) In fashion maketing/retailing, there continues to be a high level of job attractiveness on the part of students, yet an observed disconnect exists between student career goals, expectations, and resulting job satisfaction. In reality, there is a much larger scope of opportunity in fashion related retail than just positions on the sales floor. Students must therefore obtain exposure through their courses and other types of learning, such as internships and practicum experiences, to realize the diversity of job opportunities in fashion marketing/ retailing including sales, buying, logistics, product development, merchandising, finance, human resources, and more (“Get Tailor–Made Training….” 2006). Additionally, many positions in fashion retailing are increasingly becoming cross-functional, suggesting that students need to have a complete understanding of the contemporary marketplace and be exposed to a variety of job settings and experiences (“Retail Rewards” 2006). This research is framed by psychological contract theory (Rousseau 2000) and organizational commitment theory (Van Maanen 1975). Psychological contract theory combines employer-based beliefs (i.e. employer obligations) with individual-based beliefs (i.e. employee obligations) regarding the nature of an agreement and the relationship between that individual and his/her employer. Combining perceptions of employer-based obligations with employee obligations allows for an ideal assessment of specific idiosyncratic information that is meaningful and unique to each individual, as well as the firm (Robinson, Kraatz and Rousseau 1994). Organizational socialization theory explains how newcomers learn the culture and values of new job settings (Van Maanen 1975). The theory also explicates how newcomers must develop the necessary work skills and adjust to the work environment (Feldman 1976). An on-line, self-administered, survey questionnaire was used to collect data in this study. The final sample consisted of 229 college students who completed a fashion merchandising, fashion marketing, fashion design, or retail-related internship. Following verification of the reliability of the measurement items, path analysis was conducted. A proposed path model of internship conversion was estimated using AMOS 5.0 statistical software. A modified final model showed that six paths were statistically significant and had positive path coefficients, as hypothesized. Hypothesis H1a stated that interns’ supervisory support will have a positive effect on psychological contract expectations of employer obligations.

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