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참여형 CSR과 소비자 인식 : 참여 수준과 CSR 적합성, 자아해석의 역할을 중심으로
유동호(Dongho Yoo) 한국광고홍보학회 2024 한국광고홍보학보 Vol.26 No.2
참여형 CSR은 소비자들과의 상호작용을 통해 그들의 긍정적 반응을 유도할 수 있는 차별성 있는 CSR 전략 중 하나이다. 그 결과, 많은 기업들이 참여형 CSR을 실행하고 있으며, 다양한 참여 방식으로 소비자들에게 접근하고 있다. 하지만 참여형 CSR에 대한 기업의 관심이 증가하고 있음에도 불구하고, 소비자들에게 어느 정도의 참여 수준을 제시해야 하는지에 대한 선행연구의 관심은 부족한 편이었다. 이에 본 연구는 참여형 CSR에서 제시되는 참여 수준이 소비자들에게 혜택이나 비용으로 인식될 수 있으며, CSR 적합성과 자아해석이 이러한 소비자 인식에 영향을 준다는 것을 제안하였다. 실험 결과, CSR 적합성이 높을 경우 소비자들은 참여 수준을 혜택의 크기로 인식하였고, 참여 수준은 참여의도에 긍정적 영향을 주었다. 이와달리 CSR 적합성이 낮을 경우 소비자들은 참여 수준을 비용의 크기로 인식하였고, 참여 수준은 참여의도에 부정적 영향을 주었다. 자아해석의 역할을 조사한 실험 2에서는 소비자들의 자아해석이 상호의존적으로 활성화되면 소비자들은 참여 수준을 비용이 아닌 혜택으로 인식한다는 것을 보여주었다. 이상의 결과를 통해 학문적, 실무적 시사점을 도출하였다. Participatory CSR is one of the differentiated CSR strategies that can induce positive responses through interaction with consumers. Many companies are implementing participatory CSR and are attracting consumers’ attention through various participation methods. However, despite the increasing interest of companies in participatory CSR, there is a lack of interest in prior research on the level of participation that should be presented to consumers. Accordingly, this study suggests that the level of participation presented in participatory CSR can be perceived by consumers as benefits or costs, and that CSR fit and self-construal affect these consumer perceptions. The experimental results show that when CSR fit is high, consumers perceive the level of participation as the size of the benefit, and the level of participation has a positive effect on participation intention. On the other hand, when CSR fit is low, consumers perceive the level of participation as the size of the cost, and the level of participation has a negative effect on participation intention. Study 2, which investigated the role of self-construal, shows that when consumers’ interdependent self-construal is activated, they perceive the level of participation as benefits rather than costs. Based on the above results, academic and practical implications are presented.
인스트루먼트 패널을 고려한 조향계의 진동 특성에 관한 연구
유동호(Dong-ho Yoo),송준영(Jun-young Song) 한국자동차공학회 2002 한국자동차공학회 Symposium Vol.2002 No.11
It is very important that the level of vibration is to be low enough at the steering wheel because the driver is very<br/> sensitive to the vertical bendingmode of the steering system. For improving the vibration at the steering wheel, the<br/> first bending mode of the car body, the idling speed and mounting type of engine must be taken into consideration<br/> in the early design stage. According to these characteristics, the natural frequency of steering system is tuned. To<br/> separate the resonance of steering system from that of car body, it is required to set the target or criteria of<br/> vibrational performance in the concept of modularity. Steering system is attached at the cockpit module which<br/> includes instrument panel retainer, cross bar structure, HVAC case, wiring harness, and other components.<br/> This paper describes the effects of instrument panel on the modal characteristics of steering system with various<br/> boundary conditions for a passenger car. In terms of frequency variation, there is little difference in the vertical<br/> mode, but the natural frequency is lowered by 1.5Hz in the lateral mode with modal analysis using finite element<br/> model including the half car body.
위계적 로열티 프로그램과 소비자 등급: 지각된 부러움과 공정성이 기업 태도에 미치는 영향
유동호(Dongho Yoo),이지은(Jieun Lee) 한국경영학회 2019 經營學硏究 Vol.48 No.6
Loyalty programs are effective tools in marketing and in managing relationships with consumers; however, the financial impact of many loyalty programs rarely meets expectations. In this regard, recent studies have pointed out that prior studies describing the positive effects of loyalty programs had focused on consumers who receive benefits from such programs. Furthermore, existing studies have not sufficiently examined whether the effect of loyalty programs can be influenced by various consumer tiers. This research investigates the impact of lower-tier consumers’ relative status in loyalty programs and the “benefit gap” among tiered levels on attitudinal and behavioral loyalty, by presenting two studies. Study 1 shows that the benefit gap between two groups with a large status difference does not significantly affect the attitude of lower-tier consumers and does so positively as the gap reduces. The mediating effects of benign and malicious envy are confirmed. Study 2 shows that the results of study 1 are affected by lower-tier consumers’ perceived fairness regarding their status in a loyalty program. Finally, we discuss the implications of this study. The results of this study show that the differences in benefits provided by loyalty programs and in consumer tiers affect the attitudes of consumers in the lower tier. Furthermore, this study provides practical implications to management for improving efficiency and effectiveness of loyalty programs.