Public Value

Purpose: This study aims to explore the various influencing factors that influencer channel characteristics have on users, targeting university students who are the main users of various social media after the pandemic. Method: in-depth interviews were conducted with 15 college students to investigate their influencer usage behaviors, explore factors affecting their use, and develop a related research model. Results: First of all, in the early days of using content, they encountered content for reasons such as topicality, information, friend recommendation, and curiosity, and there was a tendency to select content based on similar tastes through algorithm and friend recommendation. In particular, the highly topical contents of influencers recommended by friends played an important role in forming peer culture with friends. It was found that sincerity and candor revealed in the content were important factors influencing the period when an influencer's channel was subscribed and used continuously and intimacy was formed. When they felt their sincerity and honesty, they realized that they were different from other influencers and continued to watch them. It was found that the interaction factor plays a decisive role in forming intimacy with influencers and continuously using the channel for more than 3 months, forming a fandom and recommending content to others. Conclusion: This usage behavior of college students has great implications for companies that want to pro-mote and market through the influencer channel. As the factors that affect users vary depending on when they use the influencer channel, a promotional strategy that reflects this is needed. In addition, as integrity and honesty are important factors in building users' trust, it should be given more important value than anything else in maintaining and managing channels.

Purpose: The successful adaptation of students to college life is an important factor that significantly influences success or failure in life after college as well and it also correlates with the success or failure of important periods of life. Therefore, although many researchers have studied adaptation to college, so far studies have mainly focused on academic adaptation. However, as adaptation to college life includes not only academics but also various factors such as interpersonal relationships and emotional adaptation, it is also important to shed light on the relationship between variables other than academics and college life adaptation. This study aims to reveal important information that helps college students adapt to school by examining in detail how empathy and self-acceptance affect adaptation to college life. Method: Questionnaires about empathy, self-acceptance, and adaptation to college life were administered to 345 college students, and the analyses were performed based on the data of 318 students who answered faith-fully. First, a correlation analysis was conducted to confirm the relationship between each variable, and a variance analysis was conducted to see if there were any differences in empathy, self-acceptance, and adaptation to college life according to school year and gender. Finally, in order to comprehensively confirm the relationship be-tween the three variables, AMOS 22.0 was used to analyze the structural equations. Results: The results of the analysis indicated there was a significant correlation between empathy and self-acceptance and adaptation to college life. The results of examining whether there were any significant differences among the three variables according to gender and school year, showed that, in the case of empathy, female students' empathy was higher than that of male students, and there was no difference in self-acceptance according to gender. In the case of adaptation to college life, male students showed higher rates. In terms of differences by school year, there was no difference in empathy and self-acceptance, and there was a significant difference in college life adaptation by school year. Post-hoc analysis(Scheffe method) was performed to confirm specific differences by school year, but no significant differences were found. Examining the relationship between empathy, self-acceptance, and adaptation to college life, empathy had a positive effect on adaptation to college life and self-acceptance. Self-acceptance also had a positive effect on adaptation to college life. Conclusion: This study is intended to specifically elucidate the effect of empathy and self-acceptance on adaptation to college life. It was found that empathy and self-acceptance had a positive effect on adaptation to college life as predicted in this study. Also, it was confirmed that self-acceptance had a mediating influence on the effect of empathy on adaptation to college life. The results will be used as important data for various activities to improve adaptation to college life. This suggests that improving empathy and self-acceptance abilities should be included as an important factor in the process of developing a future program for college life adaptation.

Purpose: The purpose of this study is to examine and understand the effect of job satisfaction of the beauty service providers, which is highly dependent on human resources such as technology and services, on the goal orientation for public value. Method: The questionnaire method was used for women in their 20s and 50s. The questionnaire was consisted of job satisfaction, goal orientedness, and demographic variables. Frequency, percentage, and average were calculated, and to learn about the relationship between job satisfaction and goal orientedness, the multiple regression analysis was performed. Results: In terms of the effect of job satisfaction on learning avoidance among the goal orientations, only the salary satisfaction variable turned out to have a statistically significant negative(-) effect. In [Model 1], in terms of the effect of job satisfaction on performance approach and learning approach among the goal orientations, only the job satisfaction variable turned out to have a statistically significant positive(+) effect. In [Model 2], it turned out that the job satisfaction variable and the boss satisfaction variable had a statistically significant positive(+) effect. Conclusion: For the job satisfaction of beauty service providers, it will be necessary to improve the job environment and job conditions. Accordingly, it is expected that this study will serve as the basic data for understanding the improvement of the work environment of beauty service providers and also be used as the marketing data for beauty servicemen who are aiming for a goal.

Purpose: The purpose of this study is to explore the core competencies, the developmental stages of competency, and the learning patterns of lifelong education instructors at local culture centers in department stores that function as a representative lifelong education institution attached to a company. Method: This study performed a qualitative case study. This included an in-depth interview with 8 people who have 25-35 years of experience as lifelong education instructors at culture centers in department stores. For the data analysis, thematic analysis and contents analysis methods were used. For the analysis framework of this study, Gardner's I/D/F system approach(individual/domain/field system approach: I/D/F) model, which was suggested in the theoretical background, was used. Results: The study derived three competency factors, three stages of competency development, and three learning types of lifelong education instructors at culture centers in department stores. Conclusion: First, there were three components of competency development of lifelong education instructors at culture centers in department stores: (1)knowledge and skills, (2)emotion regulation, and (3)performance and reflection. Second, the competency development stages of lifelong education instructors at culture centers in department stores were divided into three stages: (1)novice instructors → (2)professional instructors → (3)Outstanding instructors. Third, the learning types that promote the competency development of lifelong education instructors in culture centers in department stores were as follows: (1)learning by modeling, (2)learning by trial and error, and (3)anticipatory·creative learning.

Purpose: This study examined and understood the relationship between the parent-child conversation time, self-directed learning time, and grid in the middle school students' smartphone dependence, and verified the mediating effect of the parent-child conversation time and the self-directed learning time in the relationship between the smartphone dependence and the grid. Method: By using the data from the 2018 Korean Children and Youth Panel Survey, the relationship between the variables was analyzed through the multiple regression analysis targeting 2378 first-year middle school students. Results: First, the smartphone dependence had a negative effect on the parent-child conversation time and grid, and the parent-child conversation time had a positive effect on the grid. Furthermore, it turned out that the smartphone dependence partially mediates the conversation time of parents and children and affects the grid of the middle school students. Second, the smartphone dependence had a negative effect on the self-directed learning time and grid, and the self-directed learning time had a positive effect on the grid. Furthermore, it turned out that the smartphone dependence partially mediates the self-directed learning time and affects the grid of the middle school students. Conclusion: As the parents and children spend more time on conversation, their children's smartphone dependence decreases, and as the grid is high, positive communication between the parents and children at home increases the children's grid, which may have a positive effect on their academic achievement and life satisfaction. In order to increase the grid, the factors such as the self-directed learning must be considered together.

Purpose: The purpose of this study is to examine and understand the effect of the SNS related marketing activities, which have recently emerged as an essential element for each club, including professional sports federations or associations, on the confidence in club and the intention to watch, and the direction of marketing activities related to professional sports. and assist with strategy formulation. Method: In this study, as of 2022, 260 fans of the four major domestic professional sports (professional baseball, professional soccer, professional volleyball, and professional basketball) were surveyed and the convenience sampling method was used as the sampling method, while the survey was conducted by the self-administration method. Among the collected questionnaires, 253 questionnaires were used as the valid samples, excluding the data with insincere responses or omission of some of the contents of the survey. The measurement tool was a questionnaire, and the data processing is the SPSS 23.0 Program, a statistical package program, and the frequency analysis, reliability verification, factor analysis, correlation analysis, and the multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification, the SNS related marketing activities turned out to be event factor (α=.884), information factor (α=.871), and advertisement factor (α=.814), and confidence in club was classified as a confidence in club factor (α=.887), and intention to watch was classified as an intention to watch factor (α=.912). Furthermore, the SNS related marketing activities (event factor, information factor, and advertisement factor) affect the confidence in club, and the SNS related marketing activities (event factor, information factor, advertisement factor) affect the intention to watch, while the confidence in club was found to have an effect on the intention to watch. Conclusion: In this study, the SNS related marketing activities of professional sports clubs affect the confidence in club and the intention to watch, and related organizations including professional sports clubs that are developing the SNS related marketing activities or planning the SNS related marketing activities in the future rather than providing information at the strategic level of ticket sales and publicity, from the consumer's point of view, will need to identify information related to their needs and desires, truly understand consumers, and provide the desired information appropriately through strengthening a reciprocal relationship to ensure that they can feel satisfaction. Furthermore, in the social media environment, it is necessary to develop diverse contents through various methods to accurately understand the interests of advertisement audiences and satisfy their needs, and it is determined to have a positive effect on in club and intention to watch, and professional sports clubs should use SNS related marketing activities more actively, and professional sports clubs will need to use the SNS related marketing activities far more actively.

Purpose: Korea's MZ generation is a coined term that refers to both millennials (M) and generation Z. They have distinct personal values, are proficient in using digital media, and show characteristics of value consumption and conspicuous consumption. Therefore, in this study, among the qualitative research methods, the phenomenological research method was used to explore in depth in order to find out the perception and attitude toward the MZ generation's first tattoo participation process and re-tattoo experience. Method: Five active MZ generation participants who can reflect the most realistic information and experience according to the research topic and have tattoo experience were selected as a nomadic sampling method. The data analysis of the in-depth interview contents was analyzed according to the four-step method suggested by Giorgi. Results: As a result of the study, 93 semantic units, 24 sub-components, and 6 components were finally derived. The contents of the components were identified as tattoo participation motivation, SNS use, tattoo recognition change, tattoo addiction experience, negative factors, and positive factors. Conclusion: In the process of participating in the first tattoo in the life of the MZ generation, it was confirmed that tattoos exposed through SNS or mass media arouse curiosity, and the characteristics of value consumption and conspicuous consumption are reflected in tattoo participation. In addition, it was found that the tattoo participation decision time was gradually shortened as the tattoo was recognized as an accessory of the body. Through these research results, it is expected that tattoos can have realistic scalability in the cosmetic field.

Purpose: The Korean Peninsula of the Northeast Asia is the only divided country in the world, and unlike South Korea, North Korea is isolated from against the rest of the international community due to the socialist ideology and oppression of its dictatorship, and the human rights of the North Koreans are very serious given the economic sanctions. The number of the North Korean defectors is increasing each day. Hence, through the job satisfaction according to the period of service of the security police, who can directly or indirectly support the North Korean defectors in South Korea, which is the most frequently selected by North Korean defectors, a plan for the North Korean defectors for settling in the South Korean society has been presented. Method: In this study, among police officers in the security department as of 2020 who had experience in work related North Korean defectors, 100 trainees in the Police Human Resources Development Institute were surveyed via self-administration method. Among the collected survey questionnaires, 91 were selected as valid samples, excluding those whose answers were incomplete or missing. Results: First, there is a difference in the job satisfaction according to the total period of service in the police organization. As a result of the analysis performed, Q-3 and Q-4 were high at the 5% level. As for Q-5, 20 years or longer turned out to be higher at 1% level than 6 or longer and 10 years and less and 11 or more years and 15 years or less. Q-3 is a response for “I have considerable discretion in performing my job.” Q-4 is a response for “I think that the division of duties and the relationship of authority and responsibility among the organizational employees are clarified and efficient work assignment is made.” Second, there is a difference in the police’s job satisfaction according to security and service period among police organizations. As a result of the analysis performed, at the level of 5%, as for Q-1, 10 years or longer turned out to be more satisfied with their current job and position as a police officer than 2 years or less. Q-1 is a response for "I don't think the salary level is low compared to my job." Conclusion: Given the unfortunate political and historical experiences of the South Korean society, there is a critical perception of the security police, and it is necessary to strengthen the capabilities of the security police to support the North Korean defectors. Naturally, there may be criticisms as such, but it is worth considering scholarly from the point of view of the modern liberal state philosophy such that the state exists to protect the lives and bodies of the people and human security, which has gradually expanded its scope entering the 21st century.

Purpose: While the classification of local festivals of Korea may be diverse, if they are classified according to the relevant subject, they may be classified into the traditional culture, local specialties, people representing the region, new regional contents, and the contents related to national policies, etc. Based on the analysis of local festivals designated by the Ministry of Culture, Sports and Tourism, it is intended that the purpose of the tourism industry of the local government be further specified, and a plan for reorganizing the policies related to local festivals of the local governments be explored. Methods: The criteria for the festivals announced by the Ministry of Culture, Sports and Tourism are the “culture, tourism and art festivals held by local residents, local organizations, and local governments for a certain period of time (2 days or longer) and attended by a large number of unspecified people. Specifically, they are cultural tourist festivals, special product festivals, cultural arts festivals, and general festivals. The current status of local festivals of Korea is analyzed by analyzing the number of festivals held by region. Furthermore, this study has analyzed the status of local festivals by period spanning from the period of central government: President Syngman Rhee to President Roh Tae-woo and from 1993 to the Park Geun-hye administration, which was the period of local autonomy. Results: Local festival of Korea demonstrates the economic functions of regional and national economic development, political functions of securing of the regional development and local government’s finance, and the socio-cultural functions in terms of enhancing the welfare of the people in whole, while demonstrating the fact that the tourism industry has developed at a very high level. The reason as to why such an excessive number of local festivals is held is considered to be related to the political issues of increasing the showcase administration and performance achievements of the heads of local governments and the members of local council. Conclusion: Currently, local festivals of Korea are faced with many needs of improvements including specialization, economic feasibility, and evaluation. Considering the fact that the largest purpose of local festivals is to revitalize local economy and enhance image, it would be necessary to form a consultative body by and between local governments and seek a strategy for cooperation and coexistence rather than pursuing competition through the objective evaluation of the festivals which are held indiscriminately. Similar local festivals held by and between adjacent local governments ought to be integrated via co-hosting, etc., and in the case of the festivals with distinct local characteristics, a way to create synergies ought to be explored through the consultation on the period of convening, etc. Furthermore, it will be necessary to develop and introduce a more scientific and objective method of evaluation criteria for the festivals, and based on which, explore a comprehensive plan of improvement to ensure that local festivals may be of practical assistance for the regional development by deriving accurate evaluation and improvement plans.

Purpose: Aiming for beauty is a privilege given to humans and is accelerating with the changes of the times. Human being's awareness of beauty began when they came in contact with and experienced everything visually, and the standard of beauty began in nature. This researcher produced a hair creation work by expressing the beauty of aroma color using a hairpiece. Method: In this study, the motif of aromatic plants with natural beauty and healing functions. The work was composed by using the characteristic color of each plant as the representative color. Aroma plants suitable for characteristic colors were selected, and in order to maximize the beauty of the colors and motifs, the hairpiece was dyed and then the artwork was created in consideration of formativeness. The study on the production of the work took about 50 days between September and October of 2021. Results: The researchers conducted research on color and aromatic plants, and the aromatic plants selected as motifs for the final work were pink saffron, red rose, yellow citrus lemon, green eucalyptus, and purple lavender. Therefore, a total of 5 works reminiscent of these plants and colors were derived after considering formativeness using hairpieces. The order of producing each piece is dyeing, drying, shaping the shape, making a hat, and connecting motifs and hats. Conclusion: It was an opportunity to create various works through color dyeing using a hair piece. However, since each material was expressed only in a stable form with a similar hair piece production method, there was a lack of expressing the shape of flowers or plants using color. Since there was a dissatisfaction with a more creative and free expression, it is thought that a research on a new original technique is needed through functional perfection and proficiency with craftsmanship in subsequent works.