기능적 일치성과 자아 일치성이 소비 삶의 질 평가 (PQOLI)에 미치는 영향에 관한 연구: 예방적 감정과 향상적 감정의 매개효과를 중심으로

이동진 ( Dong Jin Lee ),송민아 ( Mi Na Song ),옥주리 ( Ju Lie Ock ),유병희 ( Grace B. Yu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

소비자들은 특정 제품을 구매하고 소비하는 경험을 통하여 개인 소비 삶의 질을 평가한다. 소비자들이 인지하는 특정 제품에 대한 소비 경험이 그들의 소비 삶의 질에 미치는 영향을 소비 삶의 질 평가 (PQOLI)라고 한다. 본 연구의 목적은 이러한 특정 제품의 소비 경험이 소비자의 소비 삶의 질에 미치는 영향 (PQOLI)에 관한 모델을 검증하는데 있다. 이 연구에서 제품소비에 있어서의 기능적 일치성은 소비자의 예방적 감정을, 자아 일치성은 소비자의 향상적 감정을 활성화하고, 이러한 예방적 감정 및 향상적 감정은 소비 삶의 질 평가 (PQOLI)에 각각 긍정적인 영향을 미칠 것으로 예측하였다. 또한 소비 삶의 질 평가 (PQOLI)는 궁극적으로 브랜드에 대한 긍정적 구전에 영향을 미치는 것으로 가설을 설정하였다. 실증 연구 결과 가설의 대부분이 지지되었으며, 실증 결과를 토대로 연구적 의의와 전략적 시사점을 도출하였다. Consumers` experiences of a product they use in their daily life influence their evaluation of quality of consumer life domain. The bottom-up spillover theory of consumer well being posits that consumer satisfaction from a specific product vertically contributes to the formation of satisfaction with consumer life domain. This study focuses on consumer`s perceived quality of life impact of a product (PQOLI). Specifically, PQOLI is defined as a consumer`s perception on the degree to which a product contributes to his or her quality of consumer life domain. This study develops and tests a model of PQOLI. Specifically, it is hypothesized that functional congruity with a product increases positive prevention emotions (e.g., confidence, security, relief) while self congruity increases positive promotion emotions (e.g., excitement, delight, joy). It is also hypothesized that both positive prevention and promotion emotions contribute to consumer PQOLI, especially for the heavy users of the product. Finally, it is hypothesized that PQOLI increases consumer`s positive word-of-mouth communications. A survey results with 186 cell phone users provided support for the conceptual model of this study, Specifically, the results indicate that functional congruity with the cell phone increases consumer`s PQOLI, mediated by positive prevention emotions. The results also indicate that self congruity with the cell phone increases consumer`s PQOLI, also medicated by positive promotion emotions. PQOLI has a positive influence on consumer`s positive word-of-mouth communications. Yet, it has been found that prevention emotions and promotion emotions have signifiant influence on consumer PQOLI regardless of usage rate. The findings of this study suggest marketers to measure consumer PQOLI of their products in order to effectively enhance quality of consumer life domain and to create positive word-of- mouth communications for the products. Marketers can increase consumer PQOLI by providing products with functional congruity and self congruity. Yet, relative priorities on functional congruity vs. self congruity depend on the positioning of the product and relative contributions to consumer PQOLI. Study limitations and future research directions are discussed.

장기적 수출입 관계를 위한 호혜 관리 방안 -거래 기간의 조절 효과를 중심으로-

이동진 ( Dong Jin Lee ),유병희 ( Grace B. Yu ),옥주리 ( Ju Lie Ock ) 한국국제경영학회 2008 國際經營硏究 Vol.19 No.1

『三國志演義』와 關索故事의 영향 관계 고찰

옥주(Ock, Ju)(玉珠) 대한중국학회 2021 중국학 Vol.75 No.-

『三國志演義』는 元代 建安 虞氏의 『三國志平話』를 시작으로 현전하는 통행본인 毛宗崗本에 이르기까지 약 350여 년의 발전 과정을 거쳤다. 이러한 발전 과정 안에서 상업성을 목적으로 한 福建地方과 江南地方의 출판 경쟁이 시작됐고, 江南地方에서 刊行된 演義系列 版本과 福建 建陽地方에서 刊行된 志傳系列 版本이 생겨났다. 그리고 이 두 系列의 版本은 回目과 內容 등에서 독자적인 특색을 갖고자 여러 가지 변화를 시도하였다. 두 系列의 版本들을 살펴보던 중 필자가 주목한 것은 『花關索傳』과 『三國志演義』에 대한 영향 관계였다. 본 연구는 『三國志演義』에 『花關索傳』이 揷入되면서 系列 분류 및 관련 版本에 어떠한 영향을 주었는지에 대하여 살펴보고, 시간이 지남에 따라 『三國志演義』』내에서 『花關索傳』점차 사라지게 된 근본적 이유가 무엇인지에 대하여 毛宗崗을 비롯한 몇 가지 이유를 들어 살펴보고자 한다. 그리고 그럼에도 불구하고 현대까지도 잘 보존되어 이어지는 關索과 관련된 전설과 민간고사 등을 통해 『花關索傳』이 갖는 의미와 가치에 대하여 살펴보고자 한다. The novel, 『The Romance of the Three Kingdoms』, which appeared initially with the title, 『Pinghwa version of the Romance of the Three Kingdoms』 authored by an author of his surname Yu of the area of Jianan in the era under the reign of Emperor Yingzong of Yuan Dynasty(1321-1323), has been transferred so far through different versions of the 『Translation of the Romance of the Three Kingdoms』 of 240 Chik authored by Luo Guanzhong in 1522 of the era of Myng Dynasty, and 『The Romance of the Three Kingdoms compiled and criticized by Li Zhouwu』 of 120 editions authored by Li Zhouwu, under the reign of Emperor Wanli of Ming Dynasty. Thereafter, the versions passed through the process of continuous transformation in terms of its contents and subtitles until the emergence of currently available popular version of Mao Zonggang of 『Four Great Novels』. Author of the present paper intended to analyze the relationship of mutual influence between 『Hua Guan-suo‘s zhuan』 and 『The Romance of the Three Kingdoms』 to each other, for which the versions were analyzed through divided approaches to Yanyi series, another name Jiangnan series published in the region of Jiangnan, and Zhizhuan series, another name Fusian series published in the region of Jianyang in Fujian Province, upon initial analysis of the 『Pinghwa version of The Romance of the Three Kingdoms』. Results of the analysis revealed the relationship of mutual influence of Zhizhuan series appeared higher than that of Yanyi series, wherein the indications of old stories of Guan-suo inserted into Zhizhuan series, owing to commercial competitions for publication of different versions of Zhizhuan series, were found. Thereafter, it was identified that the influential relationship of the versions with 『Hua Guan-suo‘s zhuan』 appeared diminishing as it went toward the version of Mao Zonggang, the currently available popular version.

소설(小說) 『삼국지(三國志)』의 한글 번역본에 대한 고찰 - 악선재본(樂善齋本) 『삼국지통쇽연의』를 중심으로

玉珠 ( Ock Ju ) 중국어문학회 2020 中國語文學誌 Vol.0 No.72

The edition based on the translation of the novel 『The Romance of Three Kingdoms』 can be divided into 240 Chik (則, interpretation rules) series and 120 editions (回) version series. Among the translations of the 240 Chik (則, interpretation rules) series, Naksunjae edition 『Three Kingdoms TongsuYanyi』 39 editions, which is noted in this paper, was not clearly sourced through example sentences through comparison with various versions, suggesting the possibility of translation based on another version that does not exist now. It was confirmed that Gyujanggak edition 『Three Kingdoms TongsuYanyi』 27 editions were translated based on Naksunjae edition 39 editions. Gyujanggak edition 『The Romance of Three Kingdoms』 30 editions is almost similar to Naksunjae version 39 editions, but it could not be considered completely the same as the first two chapters of book 1 outlined the history of the Han Dynasty. However, except for this part, most of them coincide with Naksunjae version 39 editions, so it is presumed to be a translation derived from Naksunjae version 39 editions. Korea University version 『The Romance of Three Kingdoms』 33 editions are partially inconsistent with the chapter titles and contents, but since it seems unlikely that they were translated based on a previously non-existent version after the 1800s, it is estimated that Korea University version 33 editions were also derived from the subclass of Naksunjae version 39 editions. As a result of comparing the contents of Korea University version 『The Romance of Three Kingdoms』 33 editions with the various versions that were assumed to have flowed into Korea, the inconsistency was confirmed, and the possibility of translation based on another version that does not currently exist was suggested. As a result of the discussions so far, the source of the Naksunjae version 『Three Kingdoms TongsuYanyi』 39 editions, Korea University version 『The Romance of Three Kingdoms』 33 editions Korea University version 『The Romance of Three Kingdoms』 38 editions belonging to 240 Chik (則, interpretation rules) series is not clear, and it is highly likely that the translation was based on another edition that does not currently exist. It is expected to require additional work, and intended to proceed in the future.