자기제시가 구전의도에 미치는 영향

이청림(Cheong Lim Lee) 한국경영학회 2013 經營學硏究 Vol.42 No.1

Word of mouth (WOM) is a phenomenon that has received much attention in practical and academic applications in recent times. Especially, Many companies have recognized its importance and tried to generate positive WOM. These attempts have been mainly focused on increasing customer satisfaction, improving customer loyalty and generating positive WOMabout a company or product. It is therefore important to investigate the explanation of WOM occurrences. This study explains the reason why WOM has been occurred with a need for self-presentation of customers. Self-presentation(SP) is the use of behavior to communicate some information about oneself to others. That is, self-presentation is to express personal thought, feeling, and emotion toward himself/herself; thus, the consumption and purchase activity of goods is also one type of self-presentation. This study classified self-presentation into self-constructive SP and audience pleasing SP. Self-constructive SP is to express himself/herself according to his/ her inner ideal, while audience pleasing SP means an effort to have a good image in the public audience. Also, the study considers intrinsic motivation and extrinsic motivation as the mediators of self-presentation and WOM intention, and classified and took a look into these motivations into cognitive dimension and affective dimension, respectively. As the intrinsic motivation of a cognitive aspect, the study classified it as altruism. Meanwhile the study classified the intrinsic motivation of an emotional aspect as enjoyment. Then, the study classified the cognitive aspect of extrinsic motivation as reward, and the emotional aspect as recognition by others. In addition, this study examines the moderating role of product type(hedonic vs. utilitarian) is examined in the relationship between intrinsic/extrinsic motivation and WOM to identify the difference of the path coefficients in the cognitive and affective dimensions of intrinsic and extrinsic motivation. The key findings are as follows. First, self constructive SP has a positive effects on the cognitive and affective dimensions of intrinsic motivation; respectively altruism and enjoyment. Audience pleasing SP has not a significant effect on cognitive dimension of extrinsic motivation (monetary reward), while has a positive effect on affective dimension of extrinsic motivation (recognition). Second, the cognitive and affective dimensions of intrinsic motivation have a positive effect on WOM. The affective dimension of extrinsic motivation has a positive effect on WOM, while cognitive dimension of extrinsic motivation has not a significant effect. Third, the effects of intrinsic and extrinsic motivations on WOM show that the effect has different results by product type. The effect of cognitive dimension of intrinsic motivation on WOM is higher for utilitarian product than hedonic product while the effect of affective dimension of intrinsic motivation on WOM is higher for hedonic product than utilitarian product. This study provides more complete understanding of WOM theoretically. Key theoretical implications of the study are as follows. This study deals with the underlying process of WOM from the viewpoint of the sender while many studies about motivation of WOM are anecdotal evidence or conceptual research. This study has proposed the theoretical process of WOM and investigated it empirically: ``self-presentation→intrinsic/extrinsic motivation→WOM``. This study has several practical implications. For the purpose of the increasing the WOM, companies should emphasize not simply reward but the enjoyment and altruistic motivation. Additionally, WOM is able to increase by stimulating enjoyment with WOM itself for the hedonic products, whereas, it is effective to emphasize altruism for the utilitarian products.

외재적 학습동기가 전산세무회계 교육성과에 미치는 영향: 자기효능감의 매개효과를 중심으로

황유정,이윤상 한국경영교육학회 2018 경영교육연구 Vol.33 No.1

[Purpose] We have analyzed the impact of the extrinsic learning motivation on computerized tax accounting educational performance and how students’ self-efficacy shows a mediating effect on their educational performance. [Methodology] For this purpose, We conducted a survey from students taking the program for jobs. A regression analysis was used to test the hypothesis and a sobel test for mediating effect’s significance. [Findings] The first result showed that the extrinsic learning motivation had a significant effect on educational performance. In the job supporting programs, the students with high extrinsic learning motivation has improved their ability much better than the students with low extrinsic learning motivation. Second, the self-efficacy had a mediating effect on students’ educational performance in the extrinsic learning motivation. Through high extrinsic motivation, it resulted in positive outcomes by high self-efficacy. [Implications] The study presents empirical evidence that one of the ways to improve computerized tax accounting educational performance is learning motivation strategies with the extrinsic learning motivation and the self-efficacy. Therefore, academic job programs should be interested in supporting programs in order to inspire the learning motivation and enhance the self-efficacy. [연구목적] 본 연구는 외재적 학습동기가 전산세무회계 교육성과에 미치는 영향과 자기효능감이 매개적 역할을 수행하는지를 알아보고 시사점을 제공하고자 하였다. [연구방법] 본 연구는 대학 취업지원프로그램 중 전산세무회계 자격증 취득반 수강생을대상으로 실시되었고 가설검증을 위한 통계분석으로 회귀분석과 매개효과의 유의성을 검증하기 위하여 sobel test를 실시하였다. [연구결과] 외재적 학습동기는 전산세무회계 교육성과에 유의한 정(+)의 효과가 있는것으로 나타났고 이때 자기효능감은 매개효과를 보이고 있었다. 즉, 수강생들은 취업에도움이 되기 위하여 자격증을 취득하고자 하는 외재적 동기가 높을수록 교육성과가 높아지고, 어려운 학습 환경 속에서도 다양한 학습방법을 효과적으로 동원하여 조직하고 실행하게 하는 자기효능감이 학습을 더 분발하고 지속하게 하여 높은 교육성과로 연결되었음을 의미한다. [연구의 시사점] 본 연구는 전산세무회계 교육성과를 향상시키는 방법으로 학습동기와자기효능감을 포함하는 학습동기전략을 제시하였고 취업을 지원하는 프로그램에 학습동기전략 등을 강화하는 프로그램을 제공하도록 하여 취업교육의 본질적인 목적을 달성하도록 하는 효과적인 방향을 제시하였다.

THE IMPACT OF EXTRINSIC AND INTRINSIC MOTIVATION ON JOB PERFORMANCE: THE CASE OF KOH KONG PROVINCIAL GOVERNMENT IN CAMBODIA

( Bun Manith Mpa ) 한국행정학회 2016 한국행정학회 학술발표논문집 Vol.2016 No.-

Public officials in Cambodia commonly argue that they could not concentrate on work and maximize their job performance because of low salary and benefit. Therefore, what factors make public employees work hard and whether extrinsic motivation policies such as a high salary and benefits could improve job performance or not are the key questions for policy makers. To answer these questions, this study examines the impact of extrinsic motivation (pay, promotion, and job security) and intrinsic motivation (sense of achievement, and work important) to the perception of individual job performance. The finding suggests that intrinsic motivation is the key factor to improve civil servant``s job performance. However, extrinsic motivation is found no significant relationship with job performance. Based on the results, policy makers and public managers might not prioritize extrinsic motivation policies alone to enhance job performance in the current situation without additional management policies attached to extrinsic motivation. This study contributes the empirical knowledge to the theoretical concept of motivation and job performance in the public organizations in developing countries.

전략적 인적자원관리를 통한 동기부여가 비재무적 성과에 미치는 영향-보험설계사를 대상으로-

강호영,박현일,이두영,이영대 한국회계정보학회 2010 재무와회계정보저널 Vol.10 No.3

This study explored variables influencing intrinsic motivation and extrinsic motivation of life planners who seem to be high human resources, and analyzed the effects of motivation given to life planners on non-financial performance. As the variables affecting intrinsic and extrinsic motivation, strategic human resource management variables based on the resource-based theory were established, and as the non-financial performance, intention to turnover, sales performance, and variables of customer performance were established. According to the empirical analysis result, intrinsic motivation was found to affect significantly compensation acceptability and career development while extrinsic motivation gave a significant impact on evaluation of performance, compensation acceptability, and career development. Intrinsic motivation given to life planner was shown to significantly affect turnover, sales and customer performance while only extrinsic motivation gave a significant effect on sales performance. In addition, intrinsic motivation was shown to have a higher effect on non-financial performance than extrinsic motivation on the whole. The summarization of the findings shows that managers of organizations need to strengthen activities of human resource management by focusing on employees’ intrinsic motivation. 본 연구는 인적자원의 중요성이 높다고 판단되는 보험설계사들을 대상으로 내재적 동기부여와 외재적 동기부여에 영향을 미치는 변수를 탐색하고, 보험설계사들에게 부여된 동기가 비재무적 성과에 미치는 영향을 분석하였다. 내재적 동기부여와 외재적 동기부여에 영향을 미치는 변수로는 자원기반이론에 기초한 전략적 인적자원관리 변수를 설정하였고 비재무적 성과로는 이직의도, 영업성과, 고객성과 변수를 설정하였다. 실증분석결과 내재적 동기부여에는 보상수용성과 경력개발이 유의한 영향을 미치는 것으로 나타났고, 외재적 동기부여에는 성과주의 평가, 보상수용성, 경력개발이 유의한 영향을 미치는 것으로 나타났다. 보험설계사에게 부여된 내재적 동기는 이직의도, 영업성과, 고객성과에 모두 유의한 영향을 미치는 것으로 나타났지만 외재적 동기는 고객성과에만 유의한 영향을 미치는 것으로 나타났다. 또한 내재적 동기부여가 외재적 동기부여 보다 전반적으로 비재무적 성과에 많은 영향을 미치는 것으로 나타났다. 이러한 연구결과를 종합해 보면 조직의 관리자는 조직 구성원의 내재적 동기부여에 초점을 맞추어 인적자원관리 활동을 강화시킬 필요가 있을 것으로 보인다.

전시컨벤션 참관객의 내재적·외재적 참가동기와 웰니스지수, 생활만족과의 관계연구: 창원컨벤션센터(CECO)를 중심으로

선종갑,양진연 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.4

The study aims to examine the effects of intrinsic and extrinsic motivations of participants in exhibition & convention on wellness index and life satisfaction. A total of 250 survey questionnaires were distributed to those who participated in the Changwon Exhibition Convention Center. Of them, 221 questionnaires were finally used for data analysis through a data screening procedure. To address the objective of this study, the following statistic methods were conducted: frequency test, reliability test, exploratory factor analysis using SPSS 21.0 and then structural equation model using AMOS 21.0. From the results, the hypothesis 1-1 which proposed a positive relationship between the extrinsic motivation of exhibition & convention visitors and life satisfaction was supported. Second, the hypothesis 1-2 which proposed a positive relationship between the intrinsic motivation of exhibition & convention visitors and wellness index was rejected. Third, the hypothesis 2-1 which proposed a positive relationship between the extrinsic motivation of exhibition & convention visitors and life satisfaction was rejected. Fourth, the hypothesis 2-2 which proposed a positive relationship between the intrinsic motivation of exhibition & convention visitors and life satisfaction was supported. Finally, the hypothesis 3 which proposed a positive relationship between the wellness index and life satisfaction was accepted. Since it is hard to differentiate products and services of exhibition & convention, it becomes more crucial to understand psychological and behavioral characteristics of exhibition and convention participants. The findings are in line with the results of previous studies, confirming that motivations of exhibition and convention visitors were identified as intrinsic and extrinsic ones. It also provides implications that behavioral results differ according to intrinsic and extrinsic motivations.

군사학전공 대학생의 공공봉사동기, 직업선택 동기, 전공만족 간의 구조적 관계

김덕기(Tuck Key Kim),박효선(Hyo-Sun Park) 한국직업교육학회 2021 職業 敎育 硏究 Vol.40 No.2

본 연구의 연구목적은 군사학전공 대학생의 공공봉사동기 및 직업선택 동기와 전공만족 간의 구조적 관계를 살펴보는 것이다. 먼저 공공봉사동기와 직업선택의 내재적・외재적 동기의 전공만족에 대한 관계를 살펴본 후 공공봉사동기와 내재적・외재적 동기 간의 관계를 분석하였다. 본 연구의 목적을 달성하기 위해 전국의 4년제 대학 군사학과 및 전문대학 부사관과 6개교의 군사학전공 대학생들을 모집단으로 총 354부의 설문지를 분석하였다. 연구결과는 다음과 같다. 첫째, 공공봉사동기와 전공만족은 긍정적 관계를 나타냈다. 둘째, 직업선택의 내재적 동기와 외재적 동기는 전공만족과 긍정적인 관계를 유의하였다. 셋째, 공공봉사동기는 내재적 동기와 긍정적 관계로 유의한 반면, 외재적 동기와는 무관한 결과를 나타냈다. 본 연구의 이와 같은 결과는 공공봉사동기가 직무태도 뿐 아니라 대학생들의 전공만족과도 긍정적 유의관계를 가짐을 규명하여 연구의 영역을 확장하였다. 또한 공공봉사동기와 내재적 동기의 차이점 및 긍정적 유의관계를 설명함으로써 학문적 개념을 보완하였다. 더불어 외재적 동기가 전공의 특성에 따라 대학생의 전공만족과 긍정적 유의관계를 가질 수 있음을 확인하여 후속연구에 대한 필요성을 제시하였다. The purpose of this study is to examine the structural relationship between the public service motivation and job choice motivation and major satisfaction of university students majoring in military. First, the relationship between public service motivation and job choice on major satisfaction was examined, and then the effect of public service motivation on intrinsic and extrinsic motivation was analyzed. In this study, a survey was performed by sampling from six universities and colleges. A total of 354 questionnaires were analyzed. The results of the study are as follows: First, public service motivation showed positive influence on major satisfaction. Second, it was noted that the intrinsic and extrinsic motivations of job selection had a positive effect on major satisfaction. Third, the public service motivation was significant in a positive relationship with intrinsic motivation, but there is no influence with extrinsic motivation. The results of this study expanded the scope of the study by clarifying that public service motivation is a variable that can affect not only job attitudes but also university students major satisfaction. In addition, the academic concept was supplemented by explaining the difference and positive significance between public service motivation and intrinsic motivation. In addition, it was confirmed that extrinsic motivation can affect the major satisfaction of according to the characteristics of the major, and the necessity for follow-up research was suggested.

어머니의 내•외적 양육 동기에 따른 군집 유형과 영역별 양육효능감 간의 관계

백지희 한국심리학회 산하 한국발달심리학회 2016 한국심리학회지 발달 Vol.29 No.1

본 연구는 양육에서 나타나는 어머니의 내적 동기와 외적 동기를 조사하고 양육의 영역별 효능감과 어떠한 관계를 가지는가를 알아보고자 하였다. 또한 양육에서 내적 동기와 외적 동기의 복합적인 작용을 분석하기 위하여 내적 동기와 외적 동기를 수준에 따라 군집화하고 영역별 양육효능감에서 이들 군집이 어떠한 차이를 보이는지를 분석하였다. 연구는 서울에 거주하는 만 3세에서 만 5세 유아의 어머니 437명을 대상으로 하여 양육에서의 내․외적 동기와 영역별 양육효능감(애정, 일상체계조직, 훈육, 놀이, 교육)을 측정하였다. 연구 결과, 어머니의 내적 동기는 영역별 양육효능감의 모든 영역과 정적인 상관을 보인 반면, 외적 동기는 일상체계조직, 훈육, 교육 영역의 효능감과 부적 상관을 보였다. 내적 동기와 외적 동기의 수준에 따른 군집은 네 개의 군집으로 분석되었으며, 이 가운데 ‘내적 동기가 높고 외적 동기가 낮은 집단’의 평균이 대부분의 영역별 양육효능감에서 가장 높은 것으로 나타났으며, 다른 집단과도 유의미한 평균차이를 보였다. 어머니의 내․외적 동기가 양육효능감의 영역에 따라 다양한 관계성을 보이며 각각의 동기가 보이는 수준에 따라 양육효능감이 달라지는 것은 어머니의 양육효능감을 증진시키기 위하여 양육 동기를 어떻게 다루어야 하는가를 생각해보게 한다. This study purposed to determine the relationships between parents’ intrinsic and extrinsic motivation in parenting and their self-efficacy with regarding to nurturance, instrumental care, discipline, play, and teaching. Also, the two types of motivation can be activated in a complex way according to their levels. Cluster analysis revealed types of patents’ motivation based on the nature of motivation, and the study investigated the differences in parenting self-efficacy. Mothers (N=437) completed questionnaires along with a parenting motivation scale and the Korean version of the Echelle Globale du Sentiment de Competence Parentals (K-EGSCP), a scale for domain-specific self-efficacy in parenting. The results revealed that the relationships among intrinsic motivation and all the domains of self-efficacy were positive. However, extrinsically motivated mothers were likely to show low parenting self-efficacy in instrumental care, discipline, and teaching. The four distinct motivational groups were as follows: high intrinsic/high extrinsic motivation, high intrinsic/low extrinsic motivation, low intrinsic/high extrinsic motivation, and low intrinsic/low extrinsic motivation. A multiple analysis of variance revealed that the groups differed significantly on all the domains of self-efficacy with regard to parenting.

대학생 전공선택동기 유형에 따른 진로준비행동의 차이

김경리(Kim, Kyunglee),이현주(Lee, Hyunjoo) 한국교양교육학회 2022 교양교육연구 Vol.16 No.2

본 연구는 대학생의 전공선택동기를 분류하고, 전공선택동기 유형에 따라 진로준비행동의 차이를 파악하고자 하였다. 이를 위해 먼저 개인특성에 따른 전공선택동기의 차이를 살펴보고, 전공선택동기를 분류한 다음, 이에 따라 전공선택동기 유형에 따른 진로준비행동의 차이를 확인하였다. 그 결과, 첫째, 성별, 학년, 전공계열 중 전공선택 내적 동기에서는 학년과 전공계열에 따라 차이가 있었고 저학년과 의학간호, 예체능계열의 내적 동기가 높았다. 외적 동기에서는 성별, 학년, 전공계열에 따라 차이가 있었고, 남학생, 저학년, 의학간호계열의 외적 동기가 높았다. 둘째, 대학생의 전공선택동기 유형에 따라 ‘내적 동기만 높은 유형’, ‘외적 동기만 높은 유형’, ‘내⋅외적 동기 모두 낮은 유형’, ‘내⋅외적 동기 모두 높은 유형’의 4개 집단으로 분류되었고, ‘내적 동기만 높은 유형’에서는 여학생이, ‘외적 동기만 높은 유형’에서는 남학생이 높았으며, ‘내⋅외적 동기 모두 높은 유형’에서는 1학년의 비율이 높았다. 그리고 인문사회계열은 ‘내⋅외적 동기 모두 낮은 유형’ 비율이 높고, ‘내⋅외적 동기 모두 높은 유형’ 비율이 낮았고, 자연공학계열은 ‘외적 동기만 높은 유형’ 비율이 다른 계열에 비해 높았다. 의학간 호계열의 경우 ‘내⋅외적 동기 모두 높은 유형’ 비율이 매우 높았으며, 예체능계열의 경우 ‘외적 동기만 높은 유형’ 비율이 다른 계열에 비해 낮았다. 셋째, 전공선택동기 유형에 따라 진로준비행동에 차이가 있었고, 개인특성 중 진로준비행동에 차이를 보이는 학년의 영향을 통제하였을 때 큰 차이는 없었으나 ‘외적 동기만 높은 유형’과 ‘내⋅외적 동기 모두 낮은 유형’ 간의 차이가 유의해졌다. 이에 본 연구결과는 대학에서 재학생들의 개인특성 및 전공선택동기에 따라 진로교육과 지원의 방향을 다각화해야 함을 시사한다. The purpose of this study is to classify the major selection motivation of college students and to understand the differences in their career preparation behavior according to the types of major selection motivation. To this end, first, the difference in their major selection motivation according to individual characteristics was examined. Second, their major selection motivation was classified using cluster analysis. Third, the difference in their career preparation behavior according to the types of their major selection motivation was confirmed. The results are as follows: First, for the internal motivation, there was a difference seen for both grade and major. As for extrinsic motivation, there was a difference according to gender, grade, and major. Second, according to the types of their major selection motivation, they were classified into four groups: type with only high internal motivation, type with only high extrinsic motivation, type with both internal and extrinsic low motivation, and type with both internal and extrinsic high motivation. Third, there was a difference in their career preparation behavior according to the types of their major selection motivation. Therefore, the direction of career education should be diversified according to the individual characteristics of current students and their major selection motivation.

읽기동기의 본질과 읽기동기 모형

전제응 청람어문교육학회 2004 청람어문교육 Vol.29 No.-

The purpose of this study is to identify the nature of reading motivation through wild approach method and to make the model of reading motivation. This study is due to recognize the importance of reading motivation in reading. Initially, I study on the definition, the function, and the characteristics of reading motivation. I supposed that the reading motivation has two major attributions. One is a universality, and the other is a peculiarity. Then, I survey various instruments of reading motivation to design the dimension of reading motivation. So I proposed that the dimension of reading motivation is composed of reading efficacy as a reader, intrinsic motivation, extrinsic, motivation, social motivation. Also, 11 factors of that is proposed, too. Second, I designed the model of student's reading motivation. This is to full of suggestions in reading lesson. 이 연구의 목적은 읽기동기의 본질을 거시적인 관점에서 고찰하고, 읽기동기 모형을 구안하는 것이다. 이 연구는 읽기 교육에서 읽기의 인지적 능력뿐만 아니라 정의적 요인 또한 중요하다는 인식에서 출발하였다. 먼저, 읽기동기의 개념, 성격, 기능을 살펴보았다. 읽기동기는 읽기의 특수성과 동기의 보편성을 동시에 가지고 있어야 한다는 전제 아래, 기존의 읽기동기 검사의 영역을 탐색하여 읽기동기 구성 범주를 설정하였다. 읽기동구 구성 범주는 독자의 효능 범주, 내적 동기 범주, 외적 동기 범주, 사회적 동기 범주 등이다. 그리고 그 하위 요인 11개를 제시하였다. 다음으로, 읽기동기 범주와 구성 요인을 토대로 학생 독자의 읽기동기 모형을 제시하였다. 그리고 이에 근거한 다양한 교육적 시사점을 제안하였다.

초등학생의 창의성향과 성취동기 및 내·외재적동기와의 관계연구

류경훈 중앙대학교 한국교육문제연구소 2005 한국교육문제연구 Vol.- No.22

본 연구는 초등학생의 창의성향과 성취동기 및 내․외재적 동기와의 관계를 살펴보았다. 초등학생 250명을 대상으로 창의성 검사와 성취동기 검사를 실시하였으며, 또한 내․외재적 동기를 알아보기 위해 Amabile의 WPI(직업선호검사)를 사용하였다. 연구결과는 첫째, 창의성향과 성취동기 및 내·외재적 동기는 각각 상관이 있었다. 성취동기의 9가지 하위요인 중 2요인만을 제외하고는 다른 요인들은 모두 정적인 상관을 나타냈다. 둘째, 창의성향을 가장 잘 설명하는 성취동기의 하위요인은 시간지각, 동료선택, 모험행동의 순으로 설명력이 높게 나왔다. 학업성취와 관련 있는 성취동기는 창의성향에도 많은 영향을 미친다. 셋째, 내·외재적 동기에서는 내재적 동기가 설명력이 높았고 외재적 동기도 설명력이 유의미하게 나왔다. 내재적 동기의 중요성이 다시 한번 강조되었으며 무엇보다도 외재적 동기가 창의성향에 영향을 미친다는 결과가 교육에 새로운 시사점을 준다고 할 수 있다. It is predicted that the future society will be the creative society. Both motivation and the creativity are suggested as  important factors to accomplish the individual.With 250 Primary school students as subjects, this study has examined the relation of motivation and creativity. Creativity Test from GIFT, Herman's Achievement Motivation Test and Amabile's WPI(Work Preference Inventory) Test have been administered.Results of this study shows that 1)creativity is significantly and positively related to achievement motivation and intrinsic/extrinsic motivation. 2)Stepwise regression analysis has been conducted to examine how much each variables of motivation add to the prediction of the creativity. Achievement motivation and intrinsic/extrinsic motivation have shown significant unique effect on totally creativity. These results suggest that the use of achievement motivation and intrinsic/extrinsic motivation are the most important predictors of creativity.The findings provide preliminary bases for understanding the motivation role in creative educational implications for teachers and suggestions for the future studies have been discussed.