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ABSTRACT: The rapid advances in information and communications technologies, combined with increased social awareness of today’s consumers, ushered in transformation in consumers’ purchase behavior. This big shift away from the traditional ownership-based economy into a sharing economy is causing an urgent necessity to understand the shifted decision mechanism. Although there have been quite a few previous studies on antecedents of consumers’ decision to engage in collective consumption, it is somewhat difficult to find previous research that focused on consumption values as antecedent predictors. To abridge this gap, this study aims to determine whether two predictors (social value and ethical value) affect consumers’ intention to utilize collective consumption. In addition, the current study verifies the role of perceived risk as a moderator between perceived trust and the intention to use collective consumption. For the purpose of hypothesis verification, the study uses multiple regression and hierarchical moderated regression analysis. Responses from a total of 246 respondents are used for statistical analysis. The respondents were selected from the students attending a university located in Seoul, South Korea. The results indicate that social value and ethical value exerted significant impacts on the perceived trust of collective consumption. However, the magnitude of the social value’s impact was slightly greater than that of ethical value. The result also confirms the mediating role of the perceived trust. Furthermore, perceived risk moderated the relationship between trust and the intention to utilize collective consumption.

Purpose: This study investigates the relationship between the choice attributes of the passengers of a Korean airline and relationship quality during the COVID-19 pandemic in South Korea. Design/Methodology/Approach: This study used a quantitative approach and conducted an online survey using Google Forms through the convenience sampling method on users with experience in domestic and international airlines within the past month. It received 300 valid responses. The data were analyzed using Statistical Package for the Social Sciences version 21. Findings: This study hypothesized that a significant relationship exists between airline selection attributes and the quality of relationships. The results demonstrate that satisfaction significantly influences trust. Conclusion: This study demonstrated that choice attributes as perceived by passengers exert a significant influence on determining the quality of relationships between airlines and customers. Research Limitations and Implications: The data were collected using an online questionnaire due to the COVID-19 situation. This aspect is a limitation of the study because it is highly dependent on the honesty and willingness of the respondents. Practical Implications: This study found that airlines can improve the quality of relationships with customers by overcoming crises if they can increase satisfaction by grasping the selection attributes pursued by customers. This study suggests appropriate marketing strategies for airline managers in Korea. [ABSTRACT FROM AUTHOR]

Purpose: In light of the rapid proliferation of socially responsible corporate practices, this study aims to verify the effects of cause-related ads. Specifically, we seek to investigate four factors that influence the effectiveness of cause-related ads: customers' perception of cause-related ads, brand-consumer relationships, brand attachment, and loyalty. Design/Methodology/Approach: This study conducted a combination of experimentation and a questionnaire survey on 324 undergraduate students in an in-class setting. Pretests were performed on 100 participants to select two video ads featuring two different themes with contrasting appeals (rational vs. affective). Findings: The result shows that customers' perception of cause-related ads positively influenced the consumer-brand relationship. In addition, the brand-consumer relationship significantly influenced brand attachment and customer loyalty. Conclusion: This result confirms that corporate social responsibility activities or cause-related ads form a favorable corporate image, resulting in a positive relationship with the company's product or service brand, repurchase or repurchase of the company's products, and positive word of mouth. Practical Implications: The result suggests that the formation of an amicable image with brands through attachment to corporate brands can increase corporate love and loyalty. Therefore, to create highly loyal customers, companies will need to create a favorable image through a continuous influx of socially responsible ads. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this study is to examine the effect of the self-development motivation of Deluxe Hotel employees in Korea on job performance. Design/Methodology/Approach: The current study included 332 subjects who were employees of deluxe hotels located in Korea, for whom a self-reporting questionnaire survey was performed. They were given questionnaires via a mail survey using a judgment sampling method. The selection criteria for the current study were limited to employees who were engaged in the department of foods and beverages or cuisine at deluxe hotels in Korea. Structural equation model analysis was conducted to verify the hypothesis. Finding: The results of this study supported the following hypotheses: "Autonomous motivation has a significant positive impact on job competency," "Job competency has a significant positive impact on job efficacy", and "Job efficacy has a significant positive impact on job performance." Conclusion: The current results indicate that motivation for self-development is an essential factor that may raise employees' performance and create new opportunities for an organization. Therefore, it would be mandatory to implement effective strategies for motivation and self-development and involve employees in the decision-making process. Thus, dedicated efforts should be made to harmonize an employee's goals with an organization's goals. [ABSTRACT FROM AUTHOR]