자기존중감과 위험감수: 시장지향성의 매개역할

초록

This study examined the effects of self-esteem and market orientation on risk taking, the effects of self-esteem on market orientation, and the mediating role of market orientation on the relationship between self-esteem and risk taking. Data were collected from 212 employees in small- and medium sized firms in Korea. Results indicated that self-esteem was positively related to market orientation. Results also indicated that self-esteem and market orientation were positively related to risk taking. Especially, market orientation mediated the relationship between the self-esteem and risk taking. Finally, the theoretical and practical implications of the results were discussed.

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