Search results

This study investigated how and when corporate social responsibility (CSR) fosters job seekers' application intention using a mediated moderation model. Specifically, the study explored the positive effect of CSR on job seekers' intention to apply, the moderating role of applicants' calling and the mediating role of value congruence in the relationship between the person and organization.

The study sample consisted of 259 college students in South Korea. A quasi-experimental design and survey were used. Data were analyzed using a regression-based path analysis to test a mediated moderation model.

The results showed that CSR significantly increased job seekers' application intention, which was moderated by their calling. Furthermore, the interaction between CSR and calling on application intention was fully mediated by the value congruence between person and organization.

The results suggest that engaging in active CSR can effectively attract job applicants, especially those with a high calling, who are known as qualified workers needed for the organization. The findings can provide a competitive advantage to organizations in this highly competitive environment.

This study contributes to the understanding of the micro-effect of CSR by showing the positive influence of CSR on job seekers' application intention. Further, by evaluating a mediated moderation model, this study advances the field's understanding of the underlying mechanisms of CSR, especially in terms of calling and value congruence.

This study investigated how and when corporate social responsibility (CSR) fosters job seekers’ application intentions. The authors used a “mediated moderation mode” to explore the positive effect of CSR on job seekers’ intention to apply. They considered the moderating role of applicants’ calling and the mediating role of value congruence in the relationship between the person and organization.

To test their hypotheses the authors developed a questionnaire and sent it to a sample of 259 college students with a mean age of 22.67 in South Korea. All were either prospective or current job seekers and 55.2pc were female. Two scenarios were developed based on the real-life case of a well-known coffee franchise’s CSR policies. The scenarios were identical except that one had more proactive CSR policies.

Results showed that a company’s proactive CSR programs increase job seekers’ intention to apply, which was moderated by their “calling” for the job. The research also demonstrated that “value congruence” between the applicant and the organization fully mediated the interaction between CSR and calling. The results, the authors said, suggested that engaging in active CSR could attract job applicants, providing a potential competitive advantage.

The authors said their study contributed to the literature as it took the job seeker’s perspective whereas most previous research on calling focused on employees. They said it was the first study to empirically demonstrate the interaction between a sense of calling and CSR.

This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts.

The data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers.

The data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more.

This study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

本研究旨在根据服务提供商的类型（例如机器人服务员和人工服务员）检查令人难忘的品牌体验、品牌偏好和行为意图之间的差异。 此外, 本研究调查了四个概念之间的关系。

数据收集自 296 名体验过机器人服务器的客户和 307 名体验过人工服务器的客户。

数据分析结果表明, 根据员工类型, 五个概念的平均值存在统计差异。 结果还表明, 难忘的品牌体验对品牌偏好有积极影响, 进而对使用意向、口碑和支付更多的意愿产生积极影响。

这项研究首次试图找出机器人服务员和人工服务员在餐饮业令人难忘的品牌体验、品牌偏好和行为意图方面的差异。

Actual product-harm crises pose significant challenges to firms, but so can defaming product-harm crises, which are defined as crises caused by false or malicious rumors made by consumers or competing firms. Unlike typical product-harm crises, in defaming product-harm crises, the truth often emerges only after substantial damage has been done to the victim firm. Thus, crisis management strategies in these two cases may be different. The paper aims to discuss these issues.

Using a defaming product-harm crisis that involved two competing firms, this paper examines how the firms changed their advertising strategies and how the changes affected consumers’ online search behavior regarding the two firms.

The analyses show that after the crisis, the offending firm sensitively reacted to its own and the victim firm’s advertising levels, but the victim firm did not react to the offending firm’s advertising as it had previously. The effectiveness of advertising on consumers’ online search weakened for both firms after the crisis.

The paper provides a new insight about marketing strategies and their effectiveness in the product-harm crisis literature.

This study investigated the impacts of the technology acceptance model (TAM) determinants and image congruence on attitude and, in turn, behavioral intentions. In addition, the differences between the US and Korean consumers in terms of the predictors of attitude were assessed.

The data were collected via an online survey from 342 South Korean and 353 American consumers who patronized a restaurant within a three-month timeframe.

The findings revealed that two dimensions of TAM and three sub-factors of self-image congruence positively affected customer attitude toward face recognition (FR) payment. Customer attitude also significantly influenced behavioral intentions toward FR payment. Lastly, the cultural differences between the Korean and American consumers played significant moderating roles in the relationships between perceived usefulness and attitude as well as between actual self-image congruence and attitude.

No prior empirical research has incorporated cultural differences into the FR payment acceptance model. Unlike previous research, the current study included cultural differences as a moderator of the relationships between the five predictors (i.e. two predictors from TAM and three dimensions of self-image congruence) and attitude toward FR payment in the research model.

This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas.

A total of 333 samples were collected from a coffee shop where robots provide the services, and 354 samples were collected in a coffee shop where people provide the services.

The data analysis showed that brand modernity has a positive effect on brand attitude, which in turn positively affects brand attachment and brand loyalty. In addition, there is a moderating role in regard to the type of employee in the relationship between brand modernity and brand attachment and brand attitude and brand loyalty.

This study is different from the previous studies, because it used two types of employees, which included a human barista and a robot barista, as a moderating variable with the formation of brand attitude, brand attachment and brand loyalty.

本研究开发了一个理论模型, 以通过人类咖啡师和机器人咖啡师的调节来确定品牌现代性的重要性。

本研究从机器人提供服务的咖啡店收集了 333 个样本, 在员工提供服务的咖啡店收集了 354 个样本。

数据分析表明, 品牌现代性对品牌态度有积极影响, 进而对品牌依恋和品牌忠诚度产生积极影响。此外, 员工类型在品牌现代性与品牌依恋、品牌态度和品牌忠诚度的关系中具有调节作用。

本研究不同于以往的研究, 因为它使用了两种类型的员工, 包括人类咖啡师和机器人咖啡师, 作为调节变量参与品牌态度、品牌依恋和品牌忠诚度的形成。

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.

Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.

The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.

Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

The purpose of this study was to explore if five subdimensions of perceived risk (financial, time, privacy, performance and psychological risks) negatively affects image. In addition, this study aims to investigate if image has a positive effect on intentions to use. Lastly, the purpose of this study was to examine the moderating effect of Coronavirus disease-2019 (COVID-19), before and after the outbreak, in the relationship between perceived risk and image.

Data were collected from 331 people before the COVID-19 outbreak and 343 people after the COVID-19 outbreak. To test hypotheses, this study used structural equation modeling.

Time, performance and psychological risks negatively affected image before the outbreak of COVID-19. Meanwhile, performance risks and psychological risks had a negative influence on image only after the outbreak of COVID-19. In addition, there was demonstrated to be a positive relationship between image and intentions to use, both before and after the COVID-19 outbreak. Finally, the outbreak of COVID-19 positively moderates the relationship between performance risk and image.

The current study provides the following practical implications. First, industry practitioners need to develop a performance guarantee system which enhances the quality assurance of drone food delivery services (DFDS). Second, live streaming or creative activities would help to visualize DFDS in a way that stresses the stable operation of these services.

The importance of contactless services has been emphasized ever since the beginning of the COVID-19 outbreak. However, there has been very little research on the future of contactless services after COVID-19. This study investigated the perceived risk from DFDS as a form of contactless service which has not been conducted before. The findings of this study will improve the understanding of the changes that have occurred in consumers’ perception of risk from DFDS during the COVID-19 pandemic.

As the elderly population in Korea grows, sales of travel packages for elderly people are also increasing. Senior tourists should spend much time with other tourists because of the nature of package travel. Thus, the purpose of this paper is to investigate the significance of rapport with other tourists in the elderly tourist context. Specifically, the current study examined the relationship between other customer perceptions and rapport with other tourists. In addition, this study investigated the influences of rapport with other tourists on tour quality, tour satisfaction and word-of-mouth.

This paper collected data from 411 elderly tourists in Korea and conducted a structural equation modeling analysis to test nine hypotheses.

Physical appearance and suitable behavior positively affect rapport with other tourists and thus aid in increasing tour quality, tour satisfaction and word-of-mouth.

In service marketing, there is a general consensus that customers are influenced by other customers who use the same service facility because they recognize other customers as the environment of the service facility. The concept of other customer perceptions was applied to tourism marketing in this study in combination with another understudied concept, rapport. This study is one of the first, as per the authors’ knowledge, to apply those important concepts to the tourism industry in particular, although there has been a considerable body of research in the service marketing field. Consequently, the findings of this paper would be meaningful and useful for travel agencies when developing a marketing strategy to enhance rapport between tourists.

This study aims to investigate the potential for successful glocalization of ethnic Korean food through the exploration of the reasons for preferring Korean food, the success factors for a Korean restaurant and the factors affecting the outcome variables of customer satisfaction, revisit intentions and changing the image of Korea.

A total of 265 Korean restaurant customers in the USA were collected.

Among the respondents’ reasons for their food preferences, the novel and diverse factor was found to significantly influence customer satisfaction, revisit intentions and Korea’s image. The “sociocultural” factor was found to positively influence customer satisfaction and Korea’s image.

This study delved into an example of glocalization of a national food. The findings provide conceptual and practical implications that the extant ethnic restaurant literature has not elucidated.