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Article
Publication date: 30 December 2024

You-Kyung Lee, Yi Li and Yu Liu

This study aims to develop and validate a new scale for measuring green country image (GCI). The current country image (CI) concept is recognized as limited in capturing the…

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Abstract

Purpose

This study aims to develop and validate a new scale for measuring green country image (GCI). The current country image (CI) concept is recognized as limited in capturing the complexities of consumer perceptions today. By building a GCI scale, this study can provide a more nuanced understanding of how consumers evaluate a country’s image beyond traditional measures. This scale will be a valuable tool for international marketers to develop effective strategies in the 21st century’s dynamic global business landscape.

Design/methodology/approach

This study adopts a mixed-methods approach to develop and validate a new scale for measuring GCI. This approach leverages the strengths of both qualitative and quantitative methods to gain a comprehensive understanding of the concept and develop a reliable measurement tool.

Findings

A reliable and valid scale was developed to measure the six dimensions of GCI: social green country image (SOGCI), economic green country image (ECGCI), environmental green country image (ENGCI), technological green country image (TEGCI), leadership green country image (LEGCI) and people green country image (PEGCI). In results, the new GCI scale is a six-dimensional, 23-item, five-point scale. An important finding was that these six factors were statistically significant reflective scales.

Originality/value

By developing a validated GCI scale, this study offers valuable insights for international marketers navigating the evolving consumer perceptions of importing countries. This novel scale empowers the international marketers to tailor strategies and target specific markets based on GCI. The mixed-methods approach strengthens the GCI scale’s robustness, making it a significant contribution to both academic research and international marketing practice.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 12 October 2022

You-Kyung Lee

The study aims to verify and compare the relationship of consumer innovativeness and technostress for FinTech usage behavior of Korean and Chinese Gen Z consumers.

838

Abstract

Purpose

The study aims to verify and compare the relationship of consumer innovativeness and technostress for FinTech usage behavior of Korean and Chinese Gen Z consumers.

Design/methodology/approach

The study proposes an integrative causal model derived from consumer innovativeness, technostress, and FinTech usage intention of the Korean and Chinese Gen Z consumers and test the causal relationships using structural equation modeling (SEM).

Findings

The study results showed that social innovativeness negatively affected the three dimensions of technostress and had a significant positive impact on FinTech usage intention for all samples. Hedonist innovativeness had no significant positive impact on FinTech usage intention for all samples, but it differently affected the three sub-dimensions of technostress (uncertainty, invasion, and complexity) for each sample.

Originality/value

This study presents nascent literature on the causal relationships of consumer innovativeness, technostress, and FinTech usage behavior for Korean and Chinese Gen Z consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 7
Type: Research Article
ISSN: 1355-5855

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Book part
Publication date: 13 December 2021

You-Kyung Byun

This paper analyzes the communal fund of a school alumni association in South Korea and attempts to expand the understanding of money's social role in maintaining its network. The…

Abstract

This paper analyzes the communal fund of a school alumni association in South Korea and attempts to expand the understanding of money's social role in maintaining its network. The analysis concentrates on the account book of the 1974 alumni association of Hani High School in Seoul and follows the expenditure traces of its communal fund since 1987. Over the last 30 years, money for the communal fund has been regularly collected at the alumni reunions and distributed on various ceremonial occasions, such as member weddings and funerals. By defining the alumni association as a type of kye, this study explores the correlation between the communal fund's operation and the members' belongingness in the association. Most of them have actively engaged in operating their communal fund. They have applied flexible management regulations, reflecting members' respective financial conditions and life events. In the distribution of their fund, not only economic principles but also moral and normative standards are manifested. The 1974 alumni association and their communal fund demonstrate the symbolic meaning of money and its active role in a community. It also challenges the widespread belief that money is an alienating object in the market society. Indeed, money has morality and the potential to help maintain social ties in the long run.

Details

Infrastructure, Morality, Food and Clothing, and New Developments in Latin America
Type: Book
ISBN: 978-1-80117-434-3

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