Earticle

본 연구는 B2B 기업의 복리후생이 영업사원의 긍정정서 및 이직의도에 미치는 영향을 실증적으로 분석하고, 복리후생과 이직의도 간의 관계에서 긍정정서의 매개효과와 조직지원분위기의 조절효과를 검증하는 것을 목적으로 한 다. 이를 위해 B2B 기업에 재직 중인 영업사원 205명을 대상으로 설문조사를 실시하였으며 수집된 데이터를 분석하 였다. 분석 결과, B2B 기업의 복리후생은 영업사원의 이직의도에 부(-)의 영향을 미치는 반면, 긍정정서에는 정(+)의 영향을 미치는 것으로 나타났다. 또한, 긍정정서는 복리후생과 이직의도 간의 관계를 매개하는 것으로 확인되었으며, 조직지원분위기는 복리후생과 긍정정서 간의 관계를 조절하는 것으로 나타났다. 본 연구의 결과는 B2B 기업 영업사원 의 조직몰입과 직무만족을 제고하고 이직률을 낮추기 위한 복리후생 정책을 수립하는데 실무적 시사점을 제공할 수 있을 것으로 기대된다.

This study aims to empirically analyze the impact of employee benefits in B2B firms on salespersons' positive affect and turnover intention. Additionally, it examines the mediating effect of positive affect in the relationship between employee benefits and turnover intention, as well as the moderating effect of organizational support climate. To achieve this, a survey was conducted with 205 salespersons working in B2B firms, and the collected data were analyzed. The analysis results indicate that employee benefits in B2B firms have a negative (-) effect on turnover intention but a positive (+) effect on positive affect. Furthermore, positive affect mediates the relationship between employee benefits and turnover intention, while organizaational support climate moderates the relationship between employee benefits and positive affect. These findings provide practical implications for B2B firms in designing employee benefit policies that enhance organizational commitment, increase job satisfaction, and reduce turnover rates among sales personnel.

본 연구는 윤리적 소비와 관련된 선행연구를 통해 가장 영향력 있는 변수를 도출해내고 이를 바탕으로 윤리적 소비 의도를 가장 잘 설명할 수 있는 모형을 제시하고자 한다. 첫째, 윤리적 소비를 설명하는데 있어 Shaw와 Shiu(2002)의 수정된 계획 행위이론에서 지각된 행동통제를 제외하고 정서적인 측면을 고려한 긍정적 예기정서를 반영한 수정된 합리적 행위이론을 적용하여 윤리적 소비에 대한 태도, 주관적 규범, 윤리적 의무 및 자아 동일시 변수 외에 보다 윤리적 소비를 잘 설명할 수 있는 이타주의 및 긍정적 예기정서 변수를 추가하여 통합된 관점의 윤리적 소비모형을 제안하고자 한다. 둘째, 윤리적 소비에서 윤리적 제품에 대한 신뢰정도에 따라 윤리적 소비모형에서 변수간의 관계가 어떻게 나타나는지를 검정하였다. 연구의 결과를 살펴보면 첫째, 윤리적 의무는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, 자아정체성은 윤리적 소비에 대한 태도에만 유의한 영향을 미치는 것으로 나타났다. 셋째, 이타주의는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, 윤리적 소비에 대한 태도와 윤리적 소비에 대한 긍정적 예기정서는 윤리적 소비의도에 유의한 영향을 미치는 것으로 나타났다. 끝으로 윤리적 제품에 대한 신뢰 정도에 따라 윤리적 소비모형의 각 변수간의 관계가 다르게 나타나 신뢰는 조절효과를 나타낸다고 할 수 있다

The purposes of this study are to investigate major factors to influence the consumer's attitude and purchase intention on the ethical products and to analyze the casual relationship among ethical obligation, self-identification, altruism, attitude, subjective norm, positive affection and ethical consumption intention. For the theoretical model of ethical consumer decision-making, this study is based on the modified theory of reasoned action including some variables such as ethical obligation, self-identification, positive affection. Data has been collected from 343 respondents for this study using a questionnaire method. The survey was done for 37 days from June, 2012 through July, 2012. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following study results were revealed: First, ethical obligation, self-identification and altruism were related positively to attitude. Second, ethical obligation and altruism were related positively to ethical consumption intention. Finally, attitude and positive affection were related positively to ethical consumption intention. In conclusion, marketing implications for practice can be derived from based on result of this study. There are implications, both theoretical and practical, that arise from this study. First, from a theoretical point of view, this study, based on TRA as the theoretical backbone, aimed to verify the factors affecting the attitude and behavioral intention regarding ethical consumption, so as to develop an extended model of ethical consumption. It was anticipated that this attempt will be able to entail fertile discussions on the theoretical merits of incorporating TRA in modeling ethical consumption. Specifically, the study’s conceptual model may add to the variety of conceptual models that capitalize on personal beliefs and emotionality to explain ethical consumption. The most noteworthy of this new model is the inclusion of an emotional element as the result confirmed it to be influential on ethical consumption intention. Also, the significant roles of three personal values (ethical obligation, self identity, and altruism) on attitude as well as intention toward ethical consumption point to the usefulness of incorporating these underlying dimensions of ethical consumption. Second, there are several practical implications that arise from the study result. Since the purchase of ethical products involves considerations of critical elements for sustainable consumption, such as health, environment and others’ welfare, firms need to publicize and educate the public about the societal benefits to be gained from participating in ethical consumption. Empowered with such public awareness, firms can enhance their social reputation and public image as a responsible corporate citizen, which may lead to increased sales. Also, firms need to develop new marketing tactics or products featuring ethical appeals, which will reinforce ethical beliefs or personal values associated with ethical consumption. For instance, firms may implement storytelling ad tactics in order to personalize ad copies that are designed to inspire buyer’s ethical obligation or altruism. Another way to increase sales of ethical products would be to segment the market based on demographic or lifestyle variables in orderto identify target consumer groups, which would be receptive to ethical appeals. Third, the finding that positive anticipated affection was able to predict ethical consumption intention sheds some insights into the importance of instituting emotional elements in modeling ethical consumption behavior. Previously, the emotional element was found influential in predicting weight control (Perugini and Bagozzi, 2001) and traffic violation (Parker et al., 1996) and internet purchase behavior (Park, 2010) in the context of TPB-based models; however, it was not previously tested in the ethical consumption context. Therefore, the study result provides a theoretical implication about the usefulness of employing affection variable in the studies of ethical consumption. On the practical side, firms marketing ethical products may find it helpful to use ads which invoke positive feelings associated with ethical consumption, such as self-gratification, happiness and subjective well-being.

본 연구에서는 아버지의 애정-자율적 양육태도가 유아의 유치원 적응에 미치는 영향에서 유아의 결과예측 사고와 긍정적 또래상호작용의 이중매개효과를 밝히고자 하였다. 이를 위해 본 연구에서는 경기 지역의 유치원 8곳에 재원중인 유아 201명과 그들의 아버지를 대상으로 자료를 수집하였다. 수집된 자료는 PROCESS Macro v.3.2 for SPSS를 사용하여 이중매개효과 분석을 실시하였고, 간접효과 유의성을 확인하기 위해서 부트스트래핑 검증을 실시하였다. 연구 결과 아버지의 애정-자율적 양육태도와 유아의 유치원 적응 간의 관계에서유아의 결과예측 사고와 긍정적 또래상호작용이 이중매개 하는 것으로 나타났다.

In this study, the effect of father's affection-autonomous parenting attitude on children's adjustment to kindergarten was investigated to investigate the double mediating effect of children's outcome-predicting skill and positive peer interaction. For this purpose, in this study, data were collected from 201 children and their fathers enrolled in 8 kindergartens in Gyeonggi-do. The collected data were analyzed using PROCESS Macro v.3.2 for SPSS to analyze the double mediating effect of children's outcome-predicting thinking and positive peer interaction on the relationship between father's affection-autonomous parenting attitude and infant's kindergarten adaptation, and the indirect effect Bootstrapping verification was performed to confirm significance. Results of the study First, as a result of examining fathers' affection-autonomous parenting attitudes, children's predictive thinking, positive peer interactions, and general trends in kindergarten adjustment, fathers' affection-autonomous parenting attitudes and children's kindergarten adjustment were also higher than average. appeared as Results predictive thinking and positive peer interaction of young children were also found to be higher than average. Second, in the relationship between father's affection-autonomous parenting attitude and children's adjustment to kindergarten, it was found that children's outcome-predicting thinking and positive peer interaction were double-mediated.