Public Value

About the Journal

1. Has a wide-ranging, interdisciplinary character, aiming at the healthy growth of individuals and the progressive growth of society by multilateral and scientific research on public values and culture. Along with the cultural changes that surround us, expanding internationalization is leading our lives in the direction of artistic values, and this announces the beginning of a new culture. Culture has given us a haven in our lives. Culture is the basis of life and at the same time our life and public value. By examining and organizing new perceptions of this, we emphasize the importance of public values for culture, add elegance to our lives, and make it a valuable record even into the distant future.
2. Detail with the contribution of human beings to society through a cultural approach to public values.

Aims & Scope

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• The Effects of Perceptions of Professionalism on Job Satisfaction of Korean Hair-Beauty Shop Workers for Public Value -Focused on the Mediation Effect of Job Stress-

  Purpose: In this study, the correlation between Job Stress, Perceptions of Professional-ism, and Job Satisfaction that people in the beauty industry, where there is a steady demand for manpower even in the era of the 4th industrial revolution. It aims to increase the public value of workers who do repetitive and emotional labor together. The purpose of this study is to understand the relationship between factors through empirical analysis and to obtain effective human management data for job satisfaction. Method: This study was conducted for Korean Hair-beauty Shop workers, and to verify the research question, 611 questionnaires distributed and collected nationwide were used. Empirical statistical analysis was performed using SPSS 25.0 program, and frequency analysis, factor analysis were used. To understand the relationship be-tween variables, multiple regression analysis and mediating effect analysis were performed. In the statistical analysis, statistical significance was determined based on the significance level of 5%. Results: First, in the relationship between expert perception and Job Satisfaction, Use of Reference Groups, Service Belief, and Autonomy were found to have a significant positive(+) effect on Job Satisfaction. Second, Use of Reference Groups, Service Belief, Self -regulation and Autonomy were found to have a significant positive(+) effect on Welfare and Salary Satisfaction. Third, Use of Reference Groups, Service Belief, and Autonomy were found to have a significant positive(+) effect on Relationship Satisfaction. Fourth, Job Stress of Hair-beauty shop workers had a negative(-) effect on Job Satisfaction, and played a mediating role in the relationship between Perceptions of Professionalism and Job Satisfaction. Conclusion: Since the hair and beauty industry has both emotional labor and professional attributes, the stress received from customers was generally large. In order to solve this problem, it is necessary to have professional knowledge and to explain or convince the customer. In addition, creating a work atmosphere where free communication is possible will help relieve stress and boost morale among employees. In addition, by increasing the Perceptions of Professionalism of Hair-beauty Shop workers, it is possible to not only increase Job Satisfaction but also to decrease Job Stress, and the lowered Job Stress can result in raising Job Satisfaction again. Therefore, professionalism and stress management of Hair-beauty shop workers can contribute to increasing the production efficiency of the shop by increasing Job Satisfaction.

  2022.10.01

  Keyword:Hair-Beauty Shop, Worker, Perceptions of Professionalism, Job Satisfaction, Job Stress
  Abstract PDF Links
• The Effects of Appearance Management Behaviors on Self-Esteem of Korean Beauty Salon Customers for Public Value -Focused on the Mediating Effect of Appearance Satisfaction and Body Image Recognition-

  Purpose: This study aims to identify the factors affecting self-esteem, which is recognized as an important motive and major factor in human behavior in all areas of life for customers who use beauty services. The purpose of this study is to verify the mediating and sequential mediating effects of Appearance Satisfaction and Body Image Recognition in the relationship between Appearance Management Behaviors and Self-esteem. Through this, basic data for vitalization of the beauty industry can be obtained. Method: A total of 225 questionnaires were collected online for men and women over the age of 20 who had experience using beauty salons nationwide. As the empirical analysis method, SPSS 25.0 was used, and frequency analysis, validity, reliability, correlation, and multiple regression analysis were performed. Exploratory factor analysis was performed to verify the validity of the measurement tool used in this study. In addition, in order to verify the mediating effect, it was analyzed using Process Macro No. 6 model. Results: The results of the analysis conducted are as follows. First, self-esteem did not show a significant correlation with Appearance Management Behaviors(p>.05), and showed a statistically significant positive correlation with Appearance Satisfaction(r=.563, p<.001). Self-esteem showed a statistically significant positive(+) correlation with Body Image Recognition(r=.214, p<.01), and Appearance Satisfaction showed a statistically significant positive(+) relationship with Appearance Management Behaviors. negative correlation(r=.180, p<.01). Body Image Recognition showed a statistically significant positive(+) correlation with Appearance Management Behaviors(r=.381, p<.001). Second, as a result of the mediating effect verification, the self-esteem of Appearance Management Behaviors The total and direct effects were not statistically significant. Mediating effect Looking at the significance results for each pathway, it was determined that the mediating effect of Appearance Satisfaction was statistically significant in the relationship between Appearance Management Behaviors and Self-esteem. In the relationship between Appearance Management Behaviors and Self-esteem, the mediating effect of Body Image Recognition was judged to be statistically significant. Each showed a complete mediating effect. However, in the relationship between Appearance Management Behaviors and Self-esteem, the sequential mediating effects of Appearance Satisfaction and Body Image Recognition were judged not to be statistically significant. Conclusion: It was found that Appearance Management Behaviors do not directly affect self-esteem, but affect self-esteem by increasing Appearance Satisfaction and Body Image Recognition. It has been further clarified that Appearance Management Behaviors affect not only the external changes of an individual, but also the internal part. In this study, we were able to integrated analyze variables and identify specific processes. Based on the results of this study, in order to increase self-esteem, which is an important need of modern people, it is necessary to help them recognize the correct body image. There is a need to inform customers who use beauty shops about obesity and health, and to diversify body shape management programs. In order to improve appearance, it is expected that various beauty industries that can enhance body image recognition as well as hair styling, makeup, face-oriented skin care, and fashion styling are expected to increase actively.

  2022.10.01

  Keyword:Appearance Management Behaviors, Body Image Recognition, Self-Esteem, Beauty Services, Appearance Satisfaction
  Abstract PDF Links
• Verification of the Regulatory Effect of Individual Personality in the Relationship between the Characteristics of Short-Form Beauty Contents and Behavioral Intention: With a Focus on the Generation MZ

  Purpose: In this study, the purpose is to, by analyzing the MZ subjects to verify the regulatory effect of individual personality in terms of the relationship between the characteristics of short-form beauty contents and the behavioral intention, and by studying how individual personality affects short-form characteristics of beauty con-tents and the behavioral intention, present the basic data for the effective digital scalability that provides an optimal experience to Generation MZ and a strategy to induce the users to consume beauty contents while feeling the curiosity and interest of users about planning, producing and sharing form beauty contents. Method: The subjects of this study were analyzed by using the SPSS 25.0, AMOS 22.0 program for 406 online questionnaires in Seoul, Gyeonggi, Incheon metropolitan area and non-metropolitan area to verify the research problem targeting Generation MZ who used short-form beauty contents at least once. The exploratory factor analysis and reliability analysis were performed to secure the validity and reliability of the scale, and the Pearson correlation analysis was performed to confirm the correlation between the major variables. To verify the regulatory effect, the hierarchical regulation regression analysis was performed, and the test was confirmed with a simple slope graph according to the significant interaction effect. Results: As a result of the analysis performed, significant results were confirmed with a focus on the three stag-es in which all variables were input together. In the first stage, the characteristics of short-form beauty contents of the independent variables were static, all in playfulness, information, reliability, creativity, and interactivity. As the influence of individual personality on the behavioral intention in the second stage, it was confirmed that extroversion, affinity, and neurosis were significant. It was verified that the interaction variables that can confirm the regulatory effect in the third stage were the interaction between playfulness and sincerity(=.114, p<.05), the interaction between playfulness and neurosis(=.091, p<.05), reliability and the interaction of affinity(=.096, p<.05) was positively significant, and the interaction of information and affinity was negatively significant(=-.156, p<.01). Conclusion: Based on the results of this study, it was possible to learn that, playfulness and reliability reinforce the behavioral intention in the characteristics of short-form beauty contents. Behavioral intention increases as individual personality integrity, neurosis, and evolution are regulated, whereas informationality deteriorates as the evolutionary nature increases, and it was also found that a strategy of creating and planning useful information that may be enjoyed or shared is necessary to provide an optimal experience of content, considering the characteristics and individual personalities of Generation MZ users, and accordingly, offers a meaning for the basic data for digital marketing.

  2022.09.30

  Keyword:Short-Form, Characteristics of Beauty Contents, Behavioral Intention, Individual Personality, Generation MZ
  Abstract PDF Links
• An Analysis of the Effects of University Freshmen's Extracurricular Programs for the Public Value

  Purpose: The purpose of this study is to provide the basic data for the operation of the extracurricular program by examining whether it is effective for university life adjustment and student competency improvement according to the motivation to participate in the extracurricular program and the participation in the extracurricular pro-gram. Method: As for the data collection, a survey was conducted with freshmen in the natural science department of O University O located in in the metropolitan area. 1. To analyze as to whether the motivation for participation in the extracurricular program has an effect on the university life adjustment, the validity of the motivation to participate and the university life adaptation factors was verified, then the inter-individual effect was verified. 2. Group statistics were analyzed to analyze as to whether the participation in the extracurricular program has an effect on the university freshmen's adaptation to the university life. 3. To verify the effect of participation in the extracurricular program and the student competency enhancement, the O University’s 5L Core Competency Diagnostic Tool(2021) was used, and the competency evaluation scores for the 4 competencies except for L3 were compared on an ex ante and ex post basis. Results: The motivation to participate in the extracurricular program for Research Question 1 was verified to have an effect on the university freshmen's adaptation to the university life, and consequently, it was apparent that motivation is more important before publicity or program improvement for the participation in extracurricular program. As a result of analysis as to whether to participate in the extracurricular program for Research Question 2 and the university life adjustment of freshmen, the participation in the extracurricular program was effective for all questions about university life adaptation. As a result of analyzing the effect of the extracurricular program for Research Question 3, it was apparent that the extracurricular program related to the auditory personality competency L1, future learning competency L2, and job-based competency L3 was effective in enhancing the student competency, and it is considered that the extracurricular program related to the competency L5 needs to be improved for quality control to strengthen the student competency. Conclusion: This study was conducted with freshmen in the natural science department, and hence, there are limitations to generalizing to all university students. In the future studies, if factors such as segmentation by category and program learning efficacy are considered together, it will be possible to present a more specific way to activate the extracurricular program.

  2022.09.30

  Keyword:Freshman, Motivation to Participate, University Life Adjustment, Student Competency, Effect of the Extracurricular Program
  Abstract PDF Links
• The Effect of Saeteomin's Selective Attributes of North Korean Tteok on the Satisfaction and Repurchase Intention

  Purpose: The purpose of this study was to explore the selective attributes of North Korean Tteok, examine and articulate the causal relationship between selective attributes, satisfaction and repurchase intention, and suggest practical implications for management. Method: In order to achieve the purpose of the study, the data were collected using Saeteomin, who have their experiences in purchasing Tteok as a sample group. A nationwide survey of 400 Saeteomins was conducted from January 2022 for about 4 weeks. As a result, 370 copies(effective rate of 92.5%) were used for the empirical analysis. Frequency analysis, reliability analysis, factor analysis, and simple(multiple) regression analysis were per-formed for the analytical methods of the collected data. Results: The research results and implications through the empirical analysis are presented as follows. First, as North Korean Tteok's selective attributes, the 4 factors of price, taste, nostalgia, and diversity were derived. Second, among the selective attributes factors, diversity, taste, and nostalgia turned out to have a positive effect on satis-faction. Through which, in order to increase satisfaction after purchasing North Korean Tteok, it is necessary to stimulate the nostalgia of North Korean Tteok for the consumers, develop various types, and manufacture Tteok that improves health and taste. Third, among the selective attributes factors, diversity and taste turned out to have an effect on repurchase intention in a positive direction. Through which, in order to induce the consumers to repurchase North Korean Tteok, it is necessary to promote and manufacture various North Korean Tteoks and make products that emphasize health and unique taste of North Korean Tteok. Fourth, satisfaction turned out to affect repurchase intention in a positive direction. That is, in order to increase the repurchase rate, North Korean Tteok must have manufactured the products that increase satisfaction with nostalgia, variety, and taste. Conclusion: This study sought to examine and articulate the North Korean Tteok's selective attributes of Saeteomin, but an in-depth North Korean Tteok investigation was insufficient given the lack of data and information on North Korean Tteok, and studies on such are insufficient. Hence, it can be said that future research is necessary to study the ways to enable the Korean people to consume and purchase North Korean Tteok with interest.

  2022.09.30

  Keyword:Saeteomin, North Korean Tteok, Selective Attributes, Satisfaction, Repurchase Intention
  Abstract PDF Links

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