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황성욱,김지선 한국광고홍보학회 2018 한국광고홍보학보 Vol.20 No.4
This study examines the extent to which consumer perceptions of contingent factors for a company are influential in determining perceived CSR motives, attitudes toward CSR, and purchase intention. Based on contingency theory and the persuasion knowledge model, this study differs from previous research in the way that we view contingent factors as cues (i.e., agent knowledge) for consumer inferences of CSR motives as the company’s persuasive attempt (i.e., persuasion knowledge). Our survey results based on 1,009 adults in the United States demonstrate the relative importance of contingent factors such as corporate culture and leadership style that can contribute to effective CSR programs in generating positive attitudes toward CSR and purchase intention. The findings show that CSR engagement itself may not be sufficient to gain benefits from CSR. Consumers develop positive attitudes toward CSR only when they perceive a genuine commitment to sustainability (i.e., public-serving intention). This study provides insights into the view that CSR activities can add value to the firm at the cognitive, affective, and behavioral levels, but only under certain conditions.
황성욱 부산울산경남언론학회 2010 지역과 커뮤니케이션 Vol.14 No.1
This study examined whether there are significant cross-cultural differences in the Internet or if the unique technological characteristics of the Internet override the cultural borders. The findings from comparisons between the U.S. and South Korean politicians’ and commercial celebrities’ Web sites indicated a need to separate the theories of Hofstede and Hall for online communication. The individualism--collectivism distinction was not found. The high- and low- context communication theory was influential in the political domain, but it was relatively weakened in the entertainment celebrity Web sites. The results paradoxically indicate that the media technological determinism could be powerful in many structural components of the online communication.
1인 가구 증가를 고려한 LED 조명 보급전략에 관한 연구
황성욱,이철희,이현주,나환선,김정훈 한국조명·전기설비학회 2012 한국조명·전기설비학회 학술대회논문집 Vol.2012 No.10
Various DSM (Demand Side Management) programs have been developed and carried out to use the limited energy resources of human-beings reasonably. LED lighting is one of essential DSM programs and the development of technologies is ongoing vigorously. Recently, one-person households have been increased and the electricity consumption pattern is different with conventional households because residents live as a single. On the other hand, owners of the one-person households tend to not prefer to install high efficient appliances due to the cost increasement. Therefore, the existing DSM subsidy programs should be revaluated so that the owners decide to install high efficient appliances.