Jongkun Jun

(사)한국유통학회가 발행하는 공식 학술지: 유통연구(Journal of Channel and Retailing)

While preceding research has focused on various aspects of the pandemic, there is still a need for further exploration of the relationship between preventive behavior against the pandemic and impulse buying. This study fills a gap by exploring how the fear of contracting COVID-19 and perceived financial losses from the pandemic interplay, and how they combine to drive impulse buying behavior, while considering the mediating role of preventive behavior. To investigate our hypothesis, we collected data from 760 respondents in South Korea through in-person survey. Using the PROCESS macro in SPSS model-58, we analyzed the data and found that the mediator role of preventive behavior and moderating role of perceived financial loss risk from COVID-19 significantly influence the relationship between the fear of COVID-19 infection and impulse buying. Specifically, when individuals perceive a higher risk of infection, they are more likely to engage in preventive behaviors. However, the negative relationship between preventive behavior and impulsive purchases weakens when there is a high perceived risk of financial loss.

Purpose: This study aims to explore how the relationship between information-seeking and infection-prevention behaviors through risk perception changes according to the level of trust in the media and government. Methods: The study is a secondary data analysis of data from a cross-sectional national survey of 700 adults living in the community, representing different age groups, genders, and geographic regions. A validated questionnaire was used to assess information-seeking behaviors, trust in media and government, and risk perception to explain infection-prevention behaviors in response to the COVID-19 pandemic. A conditional analysis was conducted using SPSS and PROCESS macro (Model 7) to identify the effect of moderated mediation. Results: The participants were fairly balanced by gender and age group. Most participants learned about COVID-19 through major broadcasts and television (56.7%) followed by internet media (21.7%). Information-seeking and risk perception together explained 17% of the variance in infection-prevention behaviors (F=63.95, p< 0.01). The standardized indirect effect (β=0.04, BootCI 0.02, 0.06) was significant at 95% CI. The moderated mediation index (M=− 0.04, CI − 0.05, − 0.01) indicates that trust in media and government influences the effect of information-seeking on risk perception and infection-prevention behavior even after controlling for age and gender. Conclusion: Information-seeking behaviors affect infection-prevention behaviors directly and indirectly through risk perception. Trust in media and government modulates this relationship, emphasizing the importance of establishing trust to promote effective risk communication and long-term public compliance with infection-prevention practices. Health authorities should focus on building trust through transparent risk communication and integrating diverse media perspectives. Further research is needed to explore the psychological and social mechanisms underlying trust in media and government through qualitative, cross-cultural comparisons.

This study explores how social closeness and self-identification influence the monetary value of gifts chosen for friends and for oneself. Integrating the Self-expansion Model with Resource Scarcity Theory, we provide insights into consumer behavior in gift selection under varying social and financial contexts.

In response to the evolving e-commerce landscape, the study investigates changing patterns of social networking site (SNS) usage during a pandemic. Grounded in the interaction of the person-affect-cognition-execution model for addictive behaviors and the appraisal and coping theory, it explores the depth and extent of SNS usage. Specifically, the study examines the moderated mediating effect of perceived stress (PS) and fear of missing out, with risk mitigation behavior as a moderator. With data from a nationwide survey in Korea with 760 responses, results show that risk mitigation behavior moderates the relationship between infection threat and PS, while PS and fear of missing out mediate the effect of infection threat on SNS usage. The moderated mediation of PS was significant, shedding light on the complex psychological mechanisms that drive SNS behavior during global crises. The findings deepen understanding of how stress and coping strategies shape SNS engagement in response to crisis.

(사)한국유통학회가 발행하는 공식 학술지: 유통연구(Journal of Channel and Retailing)

Purpose: This study aims to examine several antecedents of employee satisfaction (ES) and turnover intention (TI), including customer orientation (CO) and employee orientation (EO). The purposes are to investigate the effect of EO and CO and their interaction on employee performance, and to verify the moderating effect of firm size.Design/methodology/approach: A mixed model with firm size as a potential moderator was constructed through a hierarchical linear modeling approach with data collected from 1,006 employees at 127 firms.Findings: The results indicate that customer and EO and their interaction affected ES, CO and its interaction with EO significantly affected TI and the effects differed according to firm size. These results suggest that the influence of customer and EO depends on firm size.Originality/value: This study contributes to verifying the effect of EO and CO and the interaction effects on employee performance, an area that has remained unexamined in the literature. It also investigates the moderating effect of firm size on EO and CO, which affects employee performance. It is suggested that companies determine whether EO or CO matters more according to the size of company.