Development of Framework for Estimating Fatality-Related Losses in the Korean Construction Industry

The number of fatalities in the construction industry is highest among all industries; thus, various losses in the form of fatalities in construction represent a significant factor for safety management. If a fatality occurs, it is important to estimate the overall loss, as a significant financial loss occurs for each project participant. However, in studies of the cost of accidents involving a fatality conducted abroad, the framework cannot be applied as it is because insurance types, systems, and legal cost systems differ by country. Therefore, we developed a framework for calculating the fatality loss considering various aspects of labor, industry, and regulations in Korea. This was done in four steps: (i) data collection and criteria selection; (ii) proposed framework development; (iii) conduct of questionnaire surveys for the case study; and (iv) analysis and evaluation of the case study. As a result of the data analysis after the case study of general construction companies, the total fatality loss was estimated to be 2,198,260 USD/person. The contributions of this study are the development of a framework composed of newly discovered items that can acquire reliable data in consideration of the properties of the construction industry.

Introduction
The construction industry is considered to be very important to the economies of most developed and developing countries, as construction is one of the key contributors to national economic growth [1][2][3][4]. For example, according to the Bureau of Economic Analysis (2020), approximately 4.5% (USD 6760 billion) of gross production (USD 151,268) in the United States occurs in the construction industry as of 2019 [5]. Additionally, Shohet et al. [6] reported that the construction industry currently employs 6-10% of the world's workforce.
However, in 2019, the International Labor Organization (ILO) reported that there were approximately 2.8 million industrial accidents and incidences of work-related diseases worldwide per year [7]. In addition, it has been found that the safety performance of the construction industry is low [8] and that the accident rate is higher than those in other industries [9,10]. According to the Bureau of Labor Statistics (2020), among all other highrisk sectors in 2019, the number of fatalities in the construction industry was highest at 1061 (19.9% of the total number) [5]. High-risk sectors include agriculture, manufacturing, transportation, and warehousing, and related administrative and support facilities.
According to Sunindijo and Zou [11], fatalities in the construction industry account for about 30-40% among all industries. This stems from the characteristics of what is considered a dangerous industry; specifically, the construction industry has relatively low safety performance when considering injury rates [12][13][14]. Lee et al. [15] reported that the number of fatalities continues to increase, with construction sites now considered among the most dangerous workplaces. In addition, Ho [16] reported that the construction true because the characteristics of the Korean construction industry are not considered. For example, some previous studies have quantitatively calculated the fatality loss by considering the cost of insurance [12,28]. However, there are certain characteristics unique to the construction industry in Korea compared to those in other countries [29,30]. The construction industry in Korea has a type of social insurance classified as a form of health insurance, a national pension service, and employment insurance [29]. Moreover, there are other types of insurance such as an industrial accident insurance and workers' compensation insurance [30]. Specifically, industrial accident insurance includes medical care benefits, the temporary disability compensation benefits, survivor benefits, and a funeral service expense benefit in Korea. On the other hand, most domestic-based studies did not comprehensively consider the characteristics of the construction industry, and there is no case in which the delayed reimbursement cost, which is a large loss in the case of a fatality, was considered. In this study, insurance types, systems, and legal cost systems that are differentiated from other countries were defined as Korean construction characteristics. Given these characteristics of the construction industry in Korea, a framework to calculate the fatality loss that also considers them is necessary.
On the other hand, Gavious et al. [31] emphasized the need to acquire robust and quantifiable information that can conclusively demonstrate the actual cost in order to develop a reliable way to assess the cost of a workplace accident. Rikhardsson and Impgaard [27] argued that a simple methodological basis that could be used by business owners in a short period of time was needed. In addition, Brody et al. [32] states that it is important to find a simple way to assess reliable indirect costs to ensure the quality and accuracy of observations without discouraging the company.
Therefore, this study attempts to develop a useful framework to calculate the fatality loss while also taking into account the characteristics of the Korean construction industry, focusing on construction projects and using reliable information. To do this, the research was conducted in the following steps: (i) Data collection and criteria selection; (ii) Proposed framework development; (iii) Conduct of questionnaire surveys for the case study; and (iv) Analysis and evaluation of the case study.
In particular, items that are differentiated from previous studies in the proposed framework development stage are summarized below: • Framework optimization by applying the characteristics of the construction industry; • Selecting reliable items that can be obtained from construction companies; • Discovering and applying new items related to loss costs (delay reimbursement cost, etc.); and • Developing a framework for calculating comprehensive loss costs.

Literature Review
As shown in Table 1, a summary of the variety of studies conducted thus far in an effort to quantify accident losses caused by industrial accidents is as follows: (i) studies that derive and calculate the accident loss for all industries including the construction industry; and (ii) studies that derive the accident loss in the construction industry and calculate the value.
Lebeau et al. [33] quantified the costs of injuries and diseases in 26 industries in Quebec, Canada, from the perspective of the employer, worker, and community, taking into account the medical costs, funeral costs, and human costs. Among the employers, workers, and communities, workers were most responsible for the costs of injuries and diseases caused by industrial accidents. The construction industry was 15th out of 26 industrial groups incurring injury and disease costs due to industrial accidents. It was suggested that the results of the study could be helpful for those deciding the direction of research to prevent industrial accidents [33]. Leigh et al. [34] quantified the cost of injuries and illnesses in the United States in consideration of items such as medical care, lost productivity, and pain and suffering, and presented a ranking by industry. As a result of that study, the taxicab industry was the industry with the highest costs of injury and illness per worker. The authors suggested that their research results could serve as the basis for policy decisions by industry group [34]. Rikhardsson and Impgaard [27] developed a model for evaluating the costs borne by companies among occupational accident costs using a systematic accident cost analysis (SACA). Their developed model indicated that two-thirds of accident costs by the company were tangible expenses, with the other third being invisible expenses. The developed model can visualize the costs incurred by the company's OHS department [27].
Additionally, Shalini [37] measured the accident cost of work in Mauritius, a small island country, considering the loss of productivity, medical costs, and safety investment costs. Through that study, it was confirmed that the cost of work-related accidents in a small developing country is higher than that in other countries [37]. Xiang et al. [38] conducted an analysis to determine whether there was a difference in injury costs due to industrial accidents between American workers and immigrant workers using data on compensation costs for industrial accidents. The probability of receiving treatment for immigrant workers in industrial accidents was 75.6%, and the probability of U.S. workers receiving treatment was 77.3%. In addition, it was confirmed that the average medical cost per injured worker was USD 2357 for U.S. workers and USD 2351 for immigrant workers [38].
The above-mentioned studies derived accident loss items for all industrial groups including the construction industry and quantified their values. However, unlike other industrial groups, in the event of an industrial accident, the construction industry incurs various additional costs such as short-term recovery costs, institutional penalties and fines, making it necessary to calculate the accident loss in consideration of the characteristics of the construction industry.
Second, for the construction industry, researchers have concentrated on deriving and calculating the fatality loss [39][40][41][42][43][44][45][46][47][48][49][50]. Allison et al. [39] quantified the cost of accidents in the Australian construction industry from the perspectives of employers, workers, and the government, taking into account the production disturbance costs, human capital costs, and medical costs. Their study found that employers paid the highest accident cost with a short absence, while the government paid the highest accident cost with a long absence [39]. Feng et al. [41] investigated the accident costs in the construction industry and determined how much it affected the metric known as the contract sum. As a result of their study, the average direct accident cost, indirect accident cost, and total accident cost accounted for 0.165%, 0.086%, and 0.25% of the contract sum, respectively. In addition, it was confirmed that the ratio of the average indirect accident cost and the average direct accident cost was 1:1.92 through the research results [41].
Gholizadeh and Esmaeili [43] quantified the accident cost of electrical work and verified through ANOVA that there was a difference in the accident cost according to the accident type, building type, and construction cost. As a result of that study, it was verified that there is a statistical difference between the accident cost according to the accident type and the accident cost according to the building and the building type. However, the difference in accident cost according to the construction cost was not verified [43]. Schoonover et al. [47] quantified the prevention index (PI) by type of construction and the severity of accidents through the cost of accident compensation claims of U.S. construction workers. In that study, it was confirmed that the 'Foundation, structure, and building exterior contractor' among all construction factors represented the highest cost in terms of both the PI and accident severity [47]. Waehrer et al. [50] presented fatality and injury costs by considering the direct and indirect costs that were not limited to workers' compensation costs. As a result of their study, the cost per case of deaths and injuries in the construction industry was found to be USD 27,000, twice the average cost of industry overall [50].

•
The construction industry's prevention index (PI) is 7, which ranks 15th out of all industries.

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The construction industry's injury severity is more than twice that of other industries.

•
The category entitled 'Foundation, structure and building exterior contractors' shows the highest value in construction in terms of both the PI and severity. • The total cost of fatalities in construction is USD 4,449,000,000.

•
The total costs of fatal and nonfatal occupational injuries and illness in construction is USD 11,527,000,000. As described above, previous studies have quantified the fractional cost item, not the overall cost item, for accident losses in the construction industry. In addition, it was judged that the reliability of the supporting data was insufficient for the quantified cost items overall. In addition, because previous studies defined cost items taking into consideration of the characteristic of each country, the cost items can be used for the construction industry in each respective country, but not outside it. However, although the specific characteristics of the Korean construction industry were not considered, it is believed that these limitations would arise when applying these items as they are. Figure 1 shows the framework of this study carried out via the aforementioned fourstep process.  In the first step, data related to fatality losses are collected from the literature review and then classified by content. Criteria for calculating the actual fatality loss value are selected through these classified groups.

Materials and Methods
As a second step, the intermediate groups in the previous research were derived based on the selected criteria. In order to consider the characteristics of the construction industry and calculate the fatality loss with high reliability, the proposed framework was developed by modifying the cost items of the intermediate groups in the previous research. To do this, focus group interviews were conducted with four different construction company experts in Korea. To select the four experts, an official letter related to the focus group interviews was sent to the safety-related teams of the top ten construction companies in Korea, requesting their participation. Focus group interviews were conducted with the four who accepted the invitation.
In the third step, the survey information was created based on the cost items of the proposed framework in this study. When creating the survey form, a method to quantify the fatality loss was prepared by defining the numerical relationship between the input data and the output data for each cost item. In this case, as a case study, the survey was tailored to large construction companies.
As a fourth step, after coding the survey results, the input data are analyzed through the calculation methods defined in this study. As a result of the data analysis in the case study, the average total costs related to a fatality loss (USD/person) can be estimated.

Data Collection and Criteria Selection
As the first task in the selection of the criteria used to calculate the fatality loss, previous studies dealing with accident loss were analyzed. Seventeen previous studies over the last two decades were found to be relevant to accident losses. Overall, 120 accident loss items were found initially, and 78 cost cases were organized after integrating similar cases. Here, it was possible to reduce the number to 78 items by integrating items with similar contents among the 120 data instances. To this end, the items were integrated by synthesizing keywords, categories, and meanings, and all 120 data items could be encompassed by the 78 items without excluding any data.
We grouped items that could be collected into the same category again. For example, we grouped the following eight items into one group: lost earnings, normal working time, wage cost, long-term disability, injured worker productivity losses, lost income, salary cost, and sick leave. In addition, the six items of consultants and legal support, intervention costs, legal fees, legal expenses, the cost of judicial proceedings, and costs arising from possible labor disputes were placed in the same group.
Subsequently, these intermediate groups were utilized as baseline criteria to establish the proposed framework of fatality loss. The final cost items in this study are presented in detail in Section 4.1.

Proposed Framework Development
The process of deriving the proposed framework in this study is as follows. First, the intermediate groups can be divided into three relatively broad ranges: the productivity loss cost, compensation cost, and business and administrative loss. The productivity loss cost consists of the income loss cost and the human cost, and the compensation cost includes the medical cost, medical leave wages, survivor's benefits, the funeral cost, the compensation cost, time and productivity loss, material loss, and financial loss. In addition, the business and administrative loss cost consists of the intervention cost, penalty, fine, and administrative loss cost.
However, these intermediate groups are insufficient to calculate the fatality loss reliably, which is the goal of this study. In this case, it is uniquely necessary to calculate the criteria considering the characteristics of the Korean construction industry. Second, different countries may have different compensation systems for different accidents. Thus, institutional penalties that can affect the fatality loss in the construction industry may vary depending on the country. Therefore, the necessity of deriving a feasible framework to obtain reliable data considering the characteristics of the Korean construction industry was raised. To realize this, focus group interviews were conducted with Korean construction safety experts. When selecting the safety experts, we considered that they should have 15 years of experience on safety-related teams at different construction companies and that they should hold the position of manager or higher. Based on this, the intermediate groups pertaining to fatality loss were revised in the following way. The items of the proposed framework considering the above are summarized below.
• Added: Social insurance (health insurance, national insurance, employment insurance), workers' compensation insurance, delay reimbursement costs; • Change and break down: labor loss cost (income loss cost, tax, social insurance); • Localization: human cost, administrative loss cost; • Reclassification: labor loss cost, industrial accident insurance; and • Integration and breakdown: industrial accident insurance (medical care benefits, temporary disability compensation benefits, survivor benefits, funeral service expenses), others (e.g., time loss, material loss), legal fees (penalties, fines).
In conclusion, the proposed framework for estimating the fatality loss value in construction was reorganized by 17-cost items.

Conduct of Questionnaire Surveys for the Case Study
A questionnaire survey for the case study was utilized to apply the proposed framework. Table 2 summarizes the required information for the survey based on the proposed framework. The hierarchy of the required information is mainly divided into three tiers.
The first tier contains information about the construction company, with seven questions. The second tier accounts for accident information, with nine questions, and the third tier has items about the cost of the loss resulting from the occurrence of a fatality. It consists of a total of ten questions and covers industrial accident insurance.
In order to increase the reliability of the survey, the final survey format was completed after several revisions were made through focus group interviews with several experts at a Korean construction company.
After completing the questionnaire survey format, the questionnaire survey was applied in the case studies with the proposed framework. We presented the questionnaire survey to the general contractor (hereafter the 'company') to obtain information on the cost items and fatalities. The companies selected were in the top ten groups based on sales in the Korean construction industry and thus offer representativeness with regard to the questionnaire survey target. The questionnaire survey response rate was calculated using the number of companies that answered the questionnaire survey. The questionnaire survey was conducted at one company, and that company responded to the questionnaire survey (response rate: 100%). A total of three fatal accidents occurred at the company over three years (2017 to 2019). The target company is considered to be representative because the fatality rate for the company among the top ten construction companies in Korea was most similar to that of the Korean construction industry regarding the number of fatalities per 100,000 full-time equivalent workers by accident.

Analysis and Evaluation of the Case Study
After collecting the results of the questionnaire, they were evaluated and the case study proceeded. Table 3 shows the calculation method for the 17 cost items pertaining to fatality loss. Each cost item was analyzed using the three aforementioned tiers. Some cost items were obtained through the survey directly. Others can be calculated using national statistical data. The other cost items were calculated by the proposed method using raw data from the survey. For the calculation method, nine cost items were obtained through the survey, one cost item was calculated using statistical data, and seven cost items were calculated using data from the survey. Table 3. Analysis methods of cost items on fatality loss.

Cost Items Type Proposed Calculation Method
Income loss cost A a First, cost items such as medical care benefits, temporary disability, compensation benefits, survivor's benefits, funeral service expense, workers' compensation insurance, settlement cost, others, penalty, and fine were analyzed according to the survey.
Second, the human cost was analyzed by calculations using national data. There is no previous research that quantifies the human cost incurred by accidents in the construction industry. In the Health and Safety Executive (HSE) case in the UK, the cost of the reduced quality of life of the deceased due to a traffic accident was used to calculate the human cost [51]. In South Korea, a study by the Korea Transport Institute (KOTI) quantified the cost of the reduced the quality of life of the deceased due to traffic accidents [52]. Therefore, the human cost in this study was applied by referring to the cost of the lowered quality of life as calculated by KOTI.
Third, cost items such as the income loss cost, tax, health insurance, national pension, employment insurance, the delay reimbursement cost, and the administrative loss cost were collected through the survey once more, after which they were calculated and analyzed. The income loss cost was calculated as the net present value, taking into account the wage increase rate and the real discount rate for the worker wage, which was expected to be received by the deceased worker until retirement (age 65) [33,37,39,45]. In Korea, the retirement age of workers is defined as the age of 60 or older. However, due to the development of medical technology, the ratio of workers who are older than age of 60 has been steadily increasing in Korea [53]. Additionally, various studies have defined the retirement age of workers as 65 [33,37,39,45]. Therefore, the retirement age was defined as 65 years of age. Tax was calculated as the net present value, taking into account worker income, tax rates, and progressive taxes as the amounts expected to be paid each year until the deceased worker retires [54]. Health insurance was calculated as the net present value, taking into account worker income and health insurance premium rates as the amounts expected to be paid annually until the deceased worker retires [55].
Furthermore, the national pension was calculated as the net present value, taking into account the worker income and the national pension premium rates as the amounts expected to be paid annually until the deceased worker retires [55]. Employment insurance was calculated as the net present value, taking into account worker income and employment insurance premium rates as the amounts expected to be paid annually until the deceased worker retires [55]. The delay reimbursement cost refers to the amount needed to compensate for the delay construction period due to an accident. This cost was calculated by taking into account the accident work construction cost of the stop-work period, the ratio of the labor cost, the wage premium and the manpower premium [56]. The administrative loss cost was calculated by considering the number of participants, the number of days, and worker wages as the amounts incurred to investigate accidents.

Results of Criteria Selection from Previous Studies
As a result of grouping 78 cost cases previously, as shown in Table 4, they could be classified into a total of 14 intermediate groups as follows: the income loss cost, human cost, medical cost, medical leave wage, survivor benefit, funeral cost, compensation cost, time and productivity loss, material loss, financial loss, intervention cost, penalty, fine, and administrative loss cost. These 14 intermediate groups were grouped based on the general cost management work breakdown structures of Korean construction projects. This was done because when developing survey items for a case study, this method can serve as a basis for increasing the reliability of the acquired data. Table 5 shows the results of a comparative analysis between the proposed framework and those in previous studies focusing on fatality loss. The number of cost items covered in the previous studies can be ranked as follows: ten items for Feng; eight items for Linhard; and seven items for Leigh et al., Lebeau et al., and Ibarrondo-Dávila et al. [28,33,41,44,49].
The theme of cost items appearing in the literature review can be organized as follows: 16 studies on medical cost, 13 studies on time and productivity loss, nine studies on financial loss, eight studies on income loss cost, eight studies on administrative loss cost, seven studies on material loss, and six studies on intervention cost. The other theme associated with the aforementioned seven cost items was found to exist in four studies. The result of the focus group interviews indicated that all of the remaining seven cost items should be retained to calculate the fatality loss considering various aspects. Therefore, 14 cost items covered in the previous studies were included to develop the framework proposed in this study. As a result, it was possible to evaluate and calculate the fatality loss comprehensively by utilizing more cost items as criteria than in previous studies [28,33,41,49].   Figure 2 shows the process of deriving the proposed framework in this study. As mentioned in Section 3.2, the intermediate groups for fatality loss were revised as follows: 'Added', 'Change and Breakdown', 'Localization', 'Reclassification', and 'Integration and Breakdown'.
The productivity loss cost is composed of the sum of the labor loss cost and the human cost. The labor loss cost is classified into the income loss cost, tax, and social insurance costs. Again, social insurance is classified into the health insurance, national pension, and employment insurance types. In particular, tax and social insurance are items used to calculate the loss cost from the government side and are considered to represent the differentiation of this paper because they are cost items that consider the characteristics of Korea, which have rarely been covered in previous papers.
Health insurance is a social security system that allows workers to receive medical services in order to prevent excessive burdens on households due to high medical expenses caused by an illness or injury. Citizens usually pay insurance premiums, and the National Health Insurance Corporation (NHIC), the insurer, manages them and operates the service, providing insurance benefits when necessary, so that citizens can share risks and receive necessary medical services.
The national pension is a public pension system operated directly by the government. It is operated based on insurance premiums paid when individual citizens engage in income activities. It is a pension system that provides some maintenance to people by paying pensions to the person or their family when income activities are stopped due to age, death, or a disability caused by a sudden accident or illness.
Employment insurance is a social insurance policy to ensure life stability in case workers lose their jobs. In addition to the unemployment benefit program that pays wages for a certain period of time, the employment security program and the vocational competency development program are implemented to promote re-employment and prevent unemployment through the development and improvement of vocational skills for job seekers and by providing active job placement services.
Human cost is defined as the cost of lowering the quality of life of workers occurred by fatal and injury accident. It can be divided into the cost incurred by workers and cost incurred by the workers' family. However, because this study considered only fatal accidents, human cost in this study was defined as the costs of mental pain, sadness, or pressure of the bereaved family members of a worker who died in an accident.
The compensation cost consists of the sum of industrial accident insurance, workers' compensation insurance, settlement costs, and others. Industrial accident insurance here consists of detailed categories of medical care benefits, temporary disability compensation benefits, survivor benefits, and funeral service expense. In particular, industrial accident insurance and workers' compensation insurance are among the items that are differentiated from previous papers. These costs reflect the characteristics of Korea's insurance system and account for a large proportion of the compensation costs for injured workers. Compensation costs are linked to losses by the state or employer.
Industrial accident insurance is a mandatory form of insurance that the state is responsible for to ensure the livelihoods of workers involved in an industrial accident and their families. In this system, the state collects a predetermined insurance premium from the employer and compensates industrially injured workers on behalf of the employer with these financial resources.  The proposed framework with greater reliability considering the characteristics of the construction industry was composed of a total of 17 cost items, as mentioned in Section 3.2. An explanation of each cost item is given in Table 6. On the other hand, workers' compensation insurance is a type of liability insurance instead of a mandatory type of insurance. It is insurance that compensates for damages under the legal liability that the employee must bear additionally in case a worker employed at a certain workplace suffers a sudden accident during work.
The business and administrative loss cost is defined as the sum of the business loss cost and the administrative loss cost. The business loss cost consists of the sum of legal fees and the delay reimbursement cost. Again, legal fees are divided into penalties and fines. In the event of a fatality during a project in the construction industry, construction can be halted for several weeks. In such cases, the construction period will be delayed as long as the construction interruption period. To make up for this, the employer has to rush the construction work. For rushed construction work, as night work or holiday work is generally performed, labor costs and product premiums are incurred compared to the original labor costs. These costs generally lead to losses for the employer. This cost varies depending on the properties and conditions of the project but accounts for a significant proportion of the business and administrative loss cost.
However, previous papers did not consider the delay reimbursement cost as a loss related to a fatality [27,57,58]. Therefore, the delay reimbursement cost is part of the cost of the fatality loss and thus represents the characteristics of the Korean construction industry. It is considered as a differentiated item in this article.

Results of the Estimated Fatality Loss by Case Study
A case study of three fatalities in construction that occurred at three sites in Korea was conducted with the proposed framework. The results were analyzed by acquiring evidence and raw data for each accident. Figure 3 and Table 7 show the results of the case study using the proposed framework.
The average values of the income loss cost, tax, health insurance, national insurance, employment insurance, and human cost were calculated as 1,074,034 USD/person, 178,884 USD/person, 33,725 USD/person, 48,332 USD/person, 6981 USD/person, and 246,887 USD/person, respectively.
The subtotal of the compensation cost was estimated to be 298,735 USD/person. The average values of medical care benefits, survivor benefits, funeral service expense, workers' compensation insurance, settlement cost, and others were calculated as 354 USD/person, 88,053 USD/person, 9486 USD/person, 14,646 USD/person, 162,567 USD/person, 23,629 USD/person, respectively.
The subtotal of the business and administrative loss cost was estimated to be 310,683 USD/person. The average values of penalties, fines, the delay reimbursement cost, and the administrative loss cost were calculated as 5565 USD/person, 1552 USD/person, 289,814 USD/person, and 13,752 USD/person, respectively.
In conclusion, as a result of estimating the total fatality loss for three fatalities in the construction industry, it was estimated to be 2,198,260 USD/person.   The subtotal of the productivity loss cost was estimated to be 1,588,842 USD/person. The average values of the income loss cost, tax, health insurance, national insurance, employment insurance, and human cost were calculated as 1,074,034 USD/person, 178,884 USD/person, 33,725 USD/person, 48,332 USD/person, 6981 USD/person, and 246,887 USD/person, respectively.
The subtotal of the compensation cost was estimated to be 298,735 USD/person. The average values of medical care benefits, survivor benefits, funeral service expense, workers' compensation insurance, settlement cost, and others were calculated as 354 USD/person, 88,053 USD/person, 9486 USD/person, 14,646 USD/person, 162,567 USD/person, 23,629 USD/person, respectively.
The subtotal of the business and administrative loss cost was estimated to be 310,683 USD/person. The average values of penalties, fines, the delay reimbursement cost, and the administrative loss cost were calculated as 5565 USD/person, 1552 USD/person, 289,814 USD/person, and 13,752 USD/person, respectively.
In conclusion, as a result of estimating the total fatality loss for three fatalities in the construction industry, it was estimated to be 2,198,260 USD/person. Figure 4 is a comparison of the productivity loss cost for the three fatalities above. The cost that accounts for the largest proportion is the income loss cost. Regarding the income loss cost, it was found that the deviation was large depending on the age of the deceased. As the age of the deceased is lower, the income loss cost increases. In other words, the two variables are inversely proportional to each other because the younger the person in such a case, the greater the cumulative value of the wages earned until retirement. In addition, tax, health insurance, national insurance, and employment insurance all have characteristics that are calculated as dependent variable values according to the independent variable of age, akin to the income loss cost.   Figure 5 presents a comparison of the compensation cost for the three fatalities. Among them, the settlement cost and survivor benefits were the largest costs. For the settlement cost, because there is no legal standard, there was a large difference in value for each construction project. In addition, regarding survivor benefits, one characteristic is that the deviation increases according to the number of survivors.    Figure 5 presents a comparison of the compensation cost for the three fatalities. Among them, the settlement cost and survivor benefits were the largest costs. For the settlement cost, because there is no legal standard, there was a large difference in value for each construction project. In addition, regarding survivor benefits, one characteristic is that the deviation increases according to the number of survivors.  Figure 6 is a comparison of the business and administrative loss cost for the three fatalities. Among them, the delay reimbursement cost was found to be the largest. This cost is the most important loss incurred in the event of a fatality in the construction industry. The delay reimbursement cost increases when the construction cost of an accident occurring during employment is high, the range of interruptions is wide, and there are many working days. Therefore, one characteristic is the large variation depending on the conditions of the construction site.  Figure 6 is a comparison of the business and administrative loss cost for the three fatalities. Among them, the delay reimbursement cost was found to be the largest. This cost is the most important loss incurred in the event of a fatality in the construction industry. The delay reimbursement cost increases when the construction cost of an accident occurring during employment is high, the range of interruptions is wide, and there are many working days. Therefore, one characteristic is the large variation depending on the conditions of the construction site.

Conclusions
The construction industry has the highest fatal accident rate compared to other industries. Additionally, when an accident involving a fatality occurs at a construction work site, a considerable financial burden is placed on the worker, employer, and government. There is, however, the lack of a feasible quantitative calculation method by which to determine the fatality loss imposed on the worker, employer, and the government while properly reflecting the characteristics of the construction industry in Korea. Therefore, it is important to calculate the fatality loss by considering various aspects of the construction industry. Thus, this study proposed a framework to calculate the fatality loss while considering the characteristics of the Korean construction industry.
To develop the proposed framework, this study undertook a comprehensive literature

Conclusions
The construction industry has the highest fatal accident rate compared to other industries. Additionally, when an accident involving a fatality occurs at a construction work site, a considerable financial burden is placed on the worker, employer, and government. There is, however, the lack of a feasible quantitative calculation method by which to determine the fatality loss imposed on the worker, employer, and the government while properly reflecting the characteristics of the construction industry in Korea. Therefore, it is important to calculate the fatality loss by considering various aspects of the construction industry. Thus, this study proposed a framework to calculate the fatality loss while considering the characteristics of the Korean construction industry.
To develop the proposed framework, this study undertook a comprehensive literature review of the cost items of accident loss in the construction industry and in all other industries. It was found that most of the cost items were quantified from a fragmentary perspective rather than a comprehensive perspective. In addition, it was judged that it is difficult to apply conditions based on one country, as the reliability of the supporting data and regulation become insufficient and different. Most of all, the characteristics of the construction industry were not considered. Therefore, this study organized 14 intermediate groups of cost items from earlier studies. These cost groups were then revised and added through focus group interviews and a preliminary survey to reflect the institutional aspects and the characteristics of the construction industry. Finally, the proposed framework was developed with 17 cost items. The 17 cost items were finally derived as follows: the productivity loss cost (income loss cost, tax, health insurance, national insurance, employment insurance, human cost), the compensation cost (medical care benefits, temporary disability compensation benefit, survivor's benefits, funeral service expense, workers' compensation insurance, settlement cost, others), and the business and administrative loss cost (penalty, fine, delay reimbursement cost, administrative loss cost).
After developing the framework, a case study was conducted on one of the nation's largest construction companies and the obtained data were analyzed. As a result, the total fatality loss was estimated to be 2,198,260 USD/person. The subtotals of the productivity loss cost, compensation cost, and business & administrative loss cost were calculated as 1,588,842 USD/person, 298,735 USD/person, and 310,683 USD/person, respectively.
The contributions of this study are as follows. First, in terms of the research aspect, the proposed framework can be utilized to calculate a quantitative fatality loss value as opposed to the metrics used in previous research. Second, in terms of the economic aspect, the proposed framework can estimate the fatality loss considering the characteristics of the Korean construction industry. Therefore, before planning a construction project, decision makers can plan the safety investment properly to reduce the fatality loss. Third, in terms of policy aspect, when a policymaker enacts the penalty regulation that applies to the construction company considering the frequency of fatal accident and fatality loss, the results of this study can be utilized.
The limitations of this study are as follows. First, there was no previous research that quantified the human cost incurred by accidents involving fatal and injury accidents in the construction industry. In this study, the human cost related to the decline in the quality of life was used with information provided by KOTI. For this reason, when such accidents occur in the construction industry, it is difficult to calculate the human cost accurately. Second, the proposed framework was developed to calculate the fatality loss in the construction industry. However, the fatality loss could not be suggested by considering the building type and work type through the proposed framework.
Future research can present a quantitative calculation method to calculate the human cost incurred by involving fatal and injury accidents in the construction industry. Additionally, a framework can be presented to calculate the fatality loss by considering building types and work types.


“Inventory management and customers` satisfaction in the public health sector in Delta State, Nigeria: marketing analysis”

ARTICLE INFO Emmanuel Mitaire Tarurhor and Henry Osahon Osazevbaru (2021). Inventory management and customers` satisfaction in the public health sector in Delta State, Nigeria: marketing analysis. Innovative Marketing , 17(2), 69-78. doi:10.21511/im.17(2).2021.07 DOI http://dx.doi.org/10.21511/im.17(2).2021.07 RELEASED ON Friday, 21 May 2021 RECEIVED ON Sunday, 31 January 2021 ACCEPTED ON Friday, 07 May 2021

INTRODUCTION
In the past, the primary goal of establishing most organization was to maximize profit without considering corporate social responsibilities and its impacts on customers. However, recent studies had shown that organizational focus had shifted from the holistic approach of maximizing profit to customer satisfaction (Jones et al., 1995;Rad, 2008). These findings had prompted business managers to strategize on how to meet customers' demand. Mehfooz et al. (2012) asserted that customer satisfaction is a very difficult task because of individual differences or personality. However, it was concluded that customer satisfaction could be achieved through effective inventory management.
Most of the studies on inventory management and customer satisfaction have been carried out in the manufacturing sector ( Cacioppo (2000) opined that customers spread information to other prospective customers if they derive satisfaction or dissatisfaction from the organizational products and services. The study revealed that dissatisfied customers tell nine other potential customers, while satisfied customers tend to tell five potential customers about the corporate products or services. This study believes that dissatisfied customers can tell millions of people within a minute via social media about their dissatisfaction with the products or services and vice-versa. Therefore, organizational management should note that customers can either 'make or mar' their businesses.

Inventory management
Studies on inventory management have shown that the success of any firm, the fate of the economy, and how an organization survives in the future depends on how inventory is being managed (Umair et al., 2019). Inventory management is a term employed by firms to monitor and evaluate their investments in inventory (Stevenson, 2010

Strategic supplier partnership
The strategic supplier partnership concept was developed in the 1980s to reduce waste and shortening lead times of inventories from the suppliers to the customers (Bicheno, 1996). This concept can only achieve its purpose if there is a good working relationship between the major actors: customers, and suppliers (Mukopi & Iravo, 2015;Ogonu et al., 2016). Furthermore, the strategic supplier partnership recommends that the relationship between the customer and the supplier should not be short-term but long-term. The span of a period is necessary to give the supplier opportunity to understudy the customer to build up relationships and confidence, which will, in turn, propel investment and encourage improved efficient service delivery. In recent times, the concept of strategic supplier partnership has metamorphosed into Vendor Managed Inventory (VMI), where the supplier displays the inventory on a store shelf in the site or close to its end-users (customers) (Mehfooz et al. 2012). Its application has shifted the costs ought to be borne by the customer, such as ordering, holding, and storage costs to the supplier, which directly boosts the customers' profit margin (Loughrin, 2008

Lean inventory
The concept of lean inventory has been introduced into the inventory management literature. It can be traced to Krafcik (1988), who developed the way to correct the weaknesses of 'buffered approaches' of inventory management. Krafcik (1988) asserted that keeping excess inventories and workers is a waste of resources, which will increase the prices of the products or services and adversely affects customer satisfaction. Howell (2001) also defines lean as a target to avail customers what they wanted and deliver immediately without wasting any waste. Thus, 'lean' helped organization management to guide against waste and ensure customer satisfaction as a priority. Womack et al. (1990) pioneered the principle and application of lean production. It was noted that storing inventories in the form of safety stock affects the firm's profit since it can lead to an increase in storage fees, handling, and waste of materials.  2016) found a strong positive relationship between lean inventory management and customer satisfaction. It was noted that the correlation coefficient between customer satisfaction and lean inventory management is 0.795, which is the highest among the variables used in the study. Furthermore, the correlation coefficient between customer satisfaction and information technology, and strategic supplier partnership were 0.725 and 0.352, respectively.

Information technology
Information technology assists inventory managers in accurately calculating the re-order level, minimum stock level, maximum stock level, and delivery period. This helps to guide against shortages and stock out, negatively impacting customers' satisfaction (Ogonu et al., 2016;Mohamed, 2018). Thus, Lyson (1996) proved that the use of technology (Electronic Point of Sales) assisted the organization in restricting stocks to customers' demand, reduced the risk associated with obsolescence and deterioration of inventories. The study concluded that the use of technology has led to improved services rendered to the customers. Ogonu  Furthermore, viewing ICT and inventory management, Eckert (2007) carried out a study on the effects of inventory management on customer satisfaction in a small grocery business. The study establishes that clients were not fully satisfied with the organizational performance. Within 12 months, the organization ran out of stock on 20 different occasions when they were subjected to a manual approach of inventory management control system. Thus, when the organization introduced technology to manage inventory, there were no more stock shortages; customers were happy for six months under review when the inventory management control equipment was being used. Impliedly, information technology has a direct effect on customer satisfaction.

Lead time
The mediating role of lead time on inventory management has scantly appeared in the literature, which warrants further investigation. Lead time in this context can be referred to as the period order is placed for inventories and when they are received. It has become a recurrent problem for the organization since management cannot accurately predict the expected numbers of customers daily to plan against stockout properly. Furthermore, most managers lack proper planning for inventories and cannot accurately determine the distance between hospitals and suppliers of their stocks (drugs). Therefore, organizational management should adopt adequate strategies to manage lead time to guide against shortages of inventories which would, in turn, lead to satisfying the customer's needs (Darko et  This study aimed to examine the impact of the proxies of inventory management (supplier part-nership, lean inventory, and information technology) and moderating variable of lead time on customer satisfaction.
In the light of the preceding review, the hypotheses proposed in this study are: H1a: Strategic supplier partnership, lean inventory, and information technology have a significant and positive effect on customer satisfaction.
H2a: Lead time mediates the significant and positive effect of Strategic supplier partnership, lean inventory, and information technology on customer satisfaction.

METHODS
The case study research design is adopted in this study. It concentrates only on the public health sector to gather data from its stakeholders on inventory management and customer satisfaction.
In applying quantitative approach in gathering this study data, the questionnaires were modified in line with existing literatures to capture the interest of the Patients. Data on inventory management, strategic supplier partnership, lean inventory, lead time and information technology were gathered designated to the health workers. Two hundred and sixty-five questionnaires were distributed to both health workers and Patients among the selected hospitals in Delta State. Out of which, one hundred and five was distributed among Medical Doctors, Nurses, and Pharmacist Laboratory Scientists. However, customer satisfaction data were collected from one hundred and sixty questionnaires administered to Patients.
The research assistants were employed. They were trained to explain the importance of this study and the questionnaire content to the respondents before administering it. Arising from the above, two hundred and forty-nine were collected and found useful; this response rate of 94 percent is considered adequate for this analysis.
The model specification for this study is formulated as: where CUSAT -Customer satisfaction, SSP -Strategic supplier partnership, LI -Lean inventory, IT -Information technology, LT -Lead time.

Data analysis
The study adopts a structural equation model (SEM) that deal with the relationship between the dependent and explanatory variables, including a moderating variable (Tarurhor & Emudainohwo, 2020;Tarurhor, 2017;Civelek, 2018). Thus, structural equation modeling is most suitable and adequate for this study since there is a presence of moderating variable (lead time), which interface between the dependent variable (customer satisfaction) and the independent variables (strategic supplier partnership, lean inventory, and information technology) because of its relational nature (Kumar & Upadhaya, 2017).
This study considers the determination of minimum numbers of respondents used when structural equation modeling analysis is adopted in a study. For instance, Sumwarno (2002) stated that the number of structural equation modeling analysis samples that would provide a reasonably stable result is between 200 to 600 respondents. Bentler and Chou (1987) suggested a minimum of 150, while Celik and Yilmaz (2013) argued that the sample size should be between ≥ 200 and ≤ 500. Kumar and Upadhaya (2017) noted that a sample size of fewer than 500 respondents could not capture indirect effects in a structural equation modeling analysis. Arising from above, this study implies multiple regression analysis to the structural equation model analysis to establish the impact of the moderating variable as the sample size is two hundred and sixty-five (265).

RESULTS AND DISCUSSIONS
265 questionnaires were distributed, out of which 258 were retrieved, but nine (9) had incomplete information. Impliedly, only 249 questionnaires were found valid and used for this analysis, as shown in Table 1. This number satisfies the minimum benchmark for a sample size of studies where SEM is used for analysis.  Table 2 shows that lead time is the most influential variable that affects customer satisfaction reporting 4.08 mean value, comparing to information technology having 3.77 and thus being the lowest contributing indicator to customer satisfaction.   Similarly, when variable moderation was excluded, as shown in model 1, the study result showed a negative relationship of -0.0283682 between information technology and customer satisfaction, while a positive relationship of 0.0271497 when lead time was included in model 2. Furthermore, lead time possesses a moderator role in the relationship between the proxies of inventory management and customer satisfaction. Table 4 reports the fit indices or fit statistics used to ascertain whether the model is suitable for using SEM in the study. Kline (2005) suggested that studies using SEM should report Chi-square, Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), and SRMR. These results, shown in Table 4, confirmed that the model is suitable for this study because they satisfied the acceptable benchmark. The diagram in Figure 1 and SEM results in Table 5 shows that strategic supplier partnership (SSP) has a positive effect (0.048) on lead time (LT) (model 3), while lean inventory(li) also indicates a positive statistically significant effect of 0.53 on the lead time at 1% level of significance. In the same vein, the lead time relationship with information technology (IT) shows a negative statistically significant relationship at 5% significantly (-0.17). This result reaffirms the significant effect of moderating role, as it is statistically significant with explanatory variables of SSP and IT. The LR test is statistically significant, reporting a Chi-square value of 241.08 with a P-value of 0.000.
This is a confirmation that the SEM model is valid for this study.

CONCLUSION
This study has expanded literature on the impact of inventory management, including a moderating variable of lead time on customer satisfaction in government-owned hospitals in Delta State. The findings established a positive and statistically significant relationship between strategic supplier partnership, lean inventory, lead time, and customer satisfaction at a 1% level of significance. However, the result shows a non-significant relationship between information technology and customer satisfaction.
Lead time possesses the characteristics of a moderating role in this study. Thus, the presence of lead time in model 2 reports that R 2 of 56.41% and its exclusion, as shown in model 1, had R 2 of 43.43%. This means that the moderating variable had contributed about 12.98% impacts on customer satisfaction. Besides, lead time had caused information technology to positively affect customer satisfaction as against a negative effect (-0.0283682) when excluded from model 1. This study recommends the government to come out with a policy framework on the maintenance of lead time that hospitals managements should key into as this will guide against shortages of inventories in the public health sector.
Notwithstanding the efforts made on this study, it is not without some limitations. Firstly, the research focuses only on government-owned hospitals including privately owned hospitals associated with a lot of unqualified staff and shortages of inventories. Furthermore, the sample size to capture direct and indirect effects by SEM is less than 500; hence, the study could not measure these.


Influence of Entrepreneurial Psychology and Spirit on the Cultivation of Students’ Entrepreneurial Values and Ability Under the New Media

This article studies the influence of entrepreneurial spirit on college students’ entrepreneurial ability and entrepreneurial values. Firstly, the impact of entrepreneurial psychology and entrepreneurial spirit on entrepreneurial values is analyzed. Secondly, the role of entrepreneurial values in innovation and entrepreneurship education is analyzed and summarized under new media. Then, based on entrepreneurial psychology and entrepreneurial spirit, a Questionnaire Survey (QS) is designed to investigate the entrepreneurial values of students in one university in Shaanxi Province, China. The QS analysis suggests that most respondents hold a positive attitude, and their attitude is on the rise. The QS results of “Reasons for entrepreneurial failure” show that 40.37, 31.9, 25.98, and 11.75% of respondents think they lack financial support, business skills, ability, and understanding of policies and laws, respectively. The QS results of “What factors influence entrepreneurial values?” reveal that 39.43% of the respondents chose the “Models of successful entrepreneurs,” successful entrepreneur models can effectively encourage students to receive entrepreneurship education, followed by 28.94% who choose “Achieve their own life goals.” In terms of “Solutions against entrepreneurial risks,” nearly 70% of the students have chosen the negative options. In terms of “Which is the most important entrepreneurial quality?” more students choose entrepreneurial values rather than entrepreneurial quality, proving that students generally lack entrepreneurial values. Given these problems, corresponding countermeasures are put forward to strengthen entrepreneurial psychology and entrepreneurship education, in an attempt to cultivate college students’ entrepreneurial values and entrepreneurial ability under the new media. The results provide some data support for the impact of college students’ entrepreneurial values and entrepreneurial ability.

INTRODUCTION Research Background
Different countries and regions have adopted distinct methods to develop and implement entrepreneurship education. In the West, entrepreneurship education involves students' values cultivation, quality education, and ideological education; the curriculum is designed with clear educational objectives, and a unique and complete structural system has been formed for the cultivation of students' entrepreneurial values and entrepreneurial ability. In China, however, the cultivation system of students' entrepreneurial values and entrepreneurial ability is still far from perfect. Therefore, there is a need to absorb the international educational experience, draw lessons from foreign educational systems, and improve the cultivation of students' entrepreneurial education regarding China's national conditions and the actual situation of Chinese students. The advent of the new media era has witnessed China's "mass entrepreneurship and innovation" trend sponsored and guided by the Communist Party of China (CPC) and the state. It is self-evident that innovation and entrepreneurship play a crucial role in current socio-economic development. Independent entrepreneurship is becoming a new economic phenomenon in China. Moreover, under wide-spreading new media, college students need to adapt themselves to the characteristics of the times by adjusting their way of life and work, which put forward higher standards for students' mastery of theoretical knowledge and professional skills, as well as innovation and entrepreneurship quality. Therefore, it is urgent for higher institutions to set up innovation and entrepreneurship courses, support college students' entrepreneurship, especially, those with active entrepreneurial ideas, and aim specifically to cultivate a sufficient number of entrepreneurial talents for the Chinese modernization process.

Related Work
Under the background of new media, many researchers, including Chinese and Western scholars, have explored students' entrepreneurial values in entrepreneurship practice (Qian et al., 2018;Wang and Zhang, 2020). Argued that personalized education was an innovative educational approach that respected individual differences. With the progression of times, the number of innovative and entrepreneurial talents has become one of the key indexes of comprehensive national strength. Thus, there is a rising demand for higher institutions to respect the creativity and subjectivity of college students while cultivating their independent thinking and problem-solving abilities to lay a solid foundation for students' future innovation and entrepreneurship. Thereupon, some scholars have comparatively analyzed the current situation of personalized education in China and the West to promote the development of students' autonomy, along with the existing problems and solutions (Jin et al., 2019). Proposed a new model to verify the effectiveness of entrepreneurship education from three dimensions: entrepreneurial ability, barriers, and intention on 308 students of entrepreneurship education in one Chinese university. As a result, the effectiveness of entrepreneurship education was verified in terms of the improvement of entrepreneurial ability, the decrease of entrepreneurial barriers, and the change of entrepreneurial intention (Wu et al., 2018). Believed that entrepreneurship education could help rural enterprises create higher economic value, finding that respondents thought entrepreneurship education was influential to local/regional entrepreneurship ecosystems, and most respondents had benefited from the course, whereas the degree of the benefit lowered after the course ended (Hagebakken et al., 2021). Believed that entrepreneurship education was critical to stimulate people's interest in entrepreneurship, analyzed the characteristics of entrepreneurs, and found a customized cultivation model for young rural entrepreneurs in the agricultural industry. Specifically, the entrepreneurial factors affecting agricultural college students are analyzed to continue to run their parents' farms. The results showed that risk-taking, organizational ability, leadership, and effort affected their resolution to continue agriculture, while opportunity, patience, and other factors have little effect (Ayu and Nauly, 2020;Feng and Chen, 2020). Found that there were significant differences between teachers and students in all dimensions of the Employability Scale and Entrepreneurial Ability Scale, but there was no significant difference in gender. This suggested that there was a close relationship between college students' entrepreneurial ability and employment (Karayol and Taze, 2020).

Research Purpose and Significance
The purpose is to analyze the impact of entrepreneurial spirit on the cultivation of contemporary students' entrepreneurial values and entrepreneurial ability under the background of new media, together with the existing problems. Accordingly, some effective solutions are given, thus providing a direction for the formation of students' entrepreneurial values and entrepreneurial ability. Innovatively, the impact of entrepreneurship on the cultivation of students' entrepreneurial values and entrepreneurial ability is studied against the background of new media, utilizing new media as a method to cultivate correct entrepreneurial values in entrepreneurial education, and thereby providing new ideas for the cultivation of students' entrepreneurial values and entrepreneurial ability.

Innovation and Entrepreneurship Education and Entrepreneurial Values
With rapid economic development, people's understanding of entrepreneurship has been in constant variations. Today, entrepreneurship specifically refers to the establishment of new enterprises, a process of new career exploration. In essence, entrepreneurship is an innovative process, and entrepreneurs tend to have a positive outlook on life (Bogatyreva et al., 2019;Whitcher, 2019) following decades of development, entrepreneurship is still a new research field with fascinating prospects, but there has not been a consensus definition, and researchers generally hold that entrepreneurship contains three elements: product development, innovation, and entrepreneurial spirit. Firstly, entrepreneurship can promote employment, and create more jobs, promoting the sustainable and steady development of the social economy. In turn, successful entrepreneurship also needs various forms of social assistance. Evaluated students' experience of using mobile-based Classroom Response System (CRS) technology in entrepreneurship courses . Secondly, in terms of innovation, entrepreneurship itself is an innovative process. Under the booming information age, successful entrepreneurs are no doubt innovators as well. Lastly, entrepreneurial spirit is the determination to tackle difficulties and risks of entrepreneurs during the entrepreneurial process, which is the foundation of entrepreneurship (Rogoza et al., 2018;Gonzalez, 2019).
Entrepreneurship can also be decomposed from the dimension of values: including the entrepreneur value, national value, and social value, the realization of which is the primary driving force for most college entrepreneurs (Prihatini and Hidayatullah, 2019;Eklund et al., 2020;Deng et al., 2021). Researchers interpret entrepreneurial values from different perspectives. Some point out that entrepreneurial values are entrepreneurs' recognition of entrepreneurial goals based on their individual needs and the criteria for entrepreneurial behaviors. Accordingly, college students' entrepreneurial activities originate from their entrepreneurial needs, like survival and starting a business (Morgan, 2019;Wang, 2019). In particular, the sense of social responsibility is essential for successful entrepreneurship apart from strong individual demand. Correct values are arguably the foundation of entrepreneurship and the key competitive advantage of entrepreneurs, guiding the entrepreneurial process. Explored the use and user satisfaction of social media in entrepreneurship from the perspective of learners (Wu and Song, 2019). Thereupon, the main content of college entrepreneurship in China is constructed from the following aspects: 1. Indigenous emotion. From ancient times to today, people always have been endowed with different missions and emotions of that era, and indigenous emotion, in particular, has deeply affected the Chinese, which is, thus, part of Chinese college students' entrepreneurship that serves the Chinese dream of rejuvenation. Surely, the entrepreneurial path is paved with challenges and risks, as well as temptations from mammonism, hedonism, and egoism, with which the entrepreneurial process might come to a premature end unless college entrepreneurs have a strong indigenous emotion and willpower. Besides, Chinese college entrepreneurs are supposed to have the comprehensive ability of national cultural integration. Entrepreneurship bolsters individuals' sense of self-worth, and it is deemed an act to serve the Chinese nation (Lee and Raschke, 2020; Yang, 2020).
2. Social dedication. Social dedication is the essential feature of socialist professional ethics and the major content of entrepreneurial values in China. It has been argued that the value of life first lies in social dedication, and as a social unit, people should not merely strive for their own happiness but also endeavor to contribute to national well-being. With the upcoming new era, more social spheres are supporting entrepreneurial activities, in which college students are expected to play a leading role. Therefore, college entrepreneurship education should help the students acquire the skills of innovation and entrepreneurship under the new media background and develop a sense of social responsibility (Wang, 2020). 3. Innovation and development. Innovation is the soul and source of national development, which should be integrated into contemporary college students' entrepreneurial process. Meanwhile, innovation focuses on newness, improvement, and spread of ideas or technologies, and the purpose is to create business value, namely, the incremental improvement to existing products. China's future development is believed to lies in the hand of college students who possess comprehensive qualities, especially, innovative spirit. Therefore, the education of entrepreneurial values in higher institutions under the new media should pay more attention to students' entrepreneurial development, strengthen their independent innovation ability, and stimulate their motivation for innovation and entrepreneurship (Chen, 2019;Wu, 2020). 4. Risk-taking spirit. Entrepreneurship is a long-term enduring process during which entrepreneurs face various challenges (risks) and should keep on working to transform their environment. Fortunately, the risk-taking spirit can be cultivated through acquired efforts, which, therefore, should be strengthened through college education of innovation and entrepreneurship under the background of new media (Klein, 2019). 5. Collectivism. In today's ultra-competitive society, challenges and opportunities go hand in hand. Crossborder cooperation is becoming increasingly important in economic globalization, and the sense of cooperation and collaboration is growing into the basic requirements for entrepreneurial talents. Therefore, during the education for students' innovation and entrepreneurship, higher institutions should pay full attention to cultivating students' entrepreneurial awareness and competitiveness, as well as their cooperation ability.
Further, entrepreneurial psychology also has a particular impact on the formation of college students' entrepreneurial values. It has been argued that the psychological quality of entrepreneurial talents should be divided into seven dimensions: confidence, willpower, imagination, exploration, flexibility, and cooperation awareness. Others believe that entrepreneurial psychology should include innovative thinking, basic theoretical knowledge, innovative will, and innovative ability. Entrepreneurial psychology during entrepreneurship involves knowledge, thinking, ability, concept, and will. The cultivation of college students' entrepreneurial psychology can be divided into four parts: entrepreneurial awareness, entrepreneurial will, entrepreneurial ability, and entrepreneur personality. The influence of entrepreneurial psychology on college students' entrepreneurial values can be summarized into seven aspects: 1. Innovation, entrepreneurship, and cognition, this aspect includes innovative thinking, cognition of potential innovation and entrepreneurship opportunities, entrepreneurs' cognitive deviation, and relevant thinking training. 2. Innovation, entrepreneurship, and personality characteristics, this aspect includes the entrepreneurs' personalities in different stages of the entrepreneurial process, the prediction of personalities, and the entrepreneurial failure-prone personalities. 3. Innovation, entrepreneurship, and ability, this includes the personal ability required for innovation and entrepreneurship, the training mode of personal ability, and the role of unique ability in a specific period. 4. Innovation, entrepreneurship, and psychopathology, this aspect includes the relationship between entrepreneurship and psychopathology, the prevalence of entrepreneurs' psychological disorders, entrepreneurs' psychological regulation, common psychological disorders, and entrepreneurs' perception of employees' psychological state. 5. Innovation, entrepreneurship, and emotion, this aspect includes the impact of emotion on cognition, the test and cultivation of EQ. 6. Innovation, entrepreneurship, and leadership psychology, this aspect includes the research on the characteristics of leaders, the matching degree between leaders and the environment, the quality of leaders, and the leadership of college students. 7. Innovation, entrepreneurship, and positive psychology, this aspect includes the content research of positive psychology, the impact of positive psychology on entrepreneurs, and the intervention and training research of positive psychology.

Characteristics and Status of the New Media Technology
With the advancement of computer and information technologies, various types of new media forms emerge, which are attracting more audiences through interactive changes to the traditional techniques and communication modes over the Internet. Used a quasi-experimental design and qualitative methods to test the effectiveness of the PowToon tool to present business plans. New media technology has three technical characteristics: (1) Sharing, that is, the new media technology breaks the time-spatial limitation by providing people with abundant information exchange. (2) Diversity, that is, new media forms are more diverse, which can be flexibly expressed through a single form or combination of audio, video, and image, among others (Ding, 2020). (3) Multi-directional interaction, that is, the information sending terminal always changes from a single point to multi-point and multi-direction (Wu W. et al., 2019;Xiao et al., 2019).
College students are considered to be a well-educated and more knowledgeable social group with a strong desire and competency to explore new things and ideas, who are very active in the use of new media. With the development of the Internet, the new media, especially, mobile social media, has gradually become the main information acquisition and exchange channel for college students. New media have a great impact on the interpersonal communication, learning and life, and innovative thinking of college students (European Physical and Rehabilitation Medicine Bodies Alliance, 2018; Soegoto and Luckyardi, 2020). Thus, there is a need for higher institutions to carry out innovation and entrepreneurship activities through the new media to help students improve their innovation and entrepreneurship ability. Nowadays, college innovation and entrepreneurship education require more information sharing and multiple interactions. New media has brought various new resources along with challenges for college innovation and entrepreneurship education. For example, higher institutions can implement the online platform of innovation and entrepreneurship education based on new media technology, such as Massive Open Online Courses (MOOCs), which puts classroom teaching over the Internet platform and changes traditional face-to-face education into online education. The innovation and entrepreneurship education platform can provide information technology services for students through the Internet of Things (IoT), cloud computing technology, encryption algorithm, and other technologies, and integrate educational resources and scientific research, together with the latest entrepreneurship policies and theories to create targeted education courses for students (Huang, 2019). New media technology has great application potential in college innovation and entrepreneurship education because it can integrate massive teaching content and classic cases to provide extended after-class readings for the benefit of students. Moreover, with super interactivity, the new media can provide rich entrepreneurial information for college students, as well as various entrepreneurial channels to encourage college students' entrepreneurship (Yan, 2018).

Questionnaire Survey Design of College Students' Entrepreneurial Values
The research subject is the college students from one university in Xi'an. Totally, 150 Questionnaire Surveys (QSs) are distributed, and 142 valid QSs are recovered, with an effective rate of 94.6%, of which the Science and Engineering students account for 52.3% of the total sample, the Economics and Management students account for 29.1%, and other majors account for 18.6%. The QS is composed of four parts: the first part is the basic information of the respondents, including gender, grade, school, major, and family location; the purpose is to test whether there are significant differences in observed variables in different populations. The second part is to master the students' cognition of entrepreneurship. The third part is the College Students' Innovative Spirit Scale, which is used to measure the innovative spirit of the respondents. The fourth part is College Students' Entrepreneurial Ability Scale, which is used to observe students' entrepreneurial ability. College Students' Innovative Spirit Scale includes four dimensions: flexibility (questions 1, 4, 6, 12, 15, 16, and 22), standard innovation (questions 2, 8, 17, 19, 21, 23, and 25), criticism (questions 3, 7, 11, 13, 18, and 20), and reflection (questions 5, 9, 10, 14, and 24), with a total of 25 questions. For fear of thinking set that might affect the measurement results, questions 4, 11, 13, 14, 20, 22, and 25 adopt the reverse scoring method. The Likert's 5-point scoring method is adopted, in which "completely inconsistent, " "not quite consistent, " "uncertain, " "relatively consistent, " and "fully consistent" are assigned "1-5" points, respectively. The average total score of the scale is used to measure the level of innovation spirit: 1-2 points indicate low level, 2-3 points represent middle and lower level, 3-4 points refer to the middle and upper level, and 4-5 points stand for high level. College Students' Entrepreneurial Ability Scale includes opportunity exploration ability (questions 1, 2, 3, and 4), organization and management ability (questions 5, 6, and 7), strategic decision-making ability (questions 8, 9, and 10), resource integration ability (questions 11, 12, 13, and 14), innovation and creativity ability (15, 16, and 17), and frustration tolerance ability (questions19, 20, 21, and 22), totaling 22 questions. Likewise, Likert's 5-point scoring method is employed: "completely inconsistent, " "not quite consistent, " "uncertain, " "relatively consistent, " and "fully consistent" are assigned 1-5 points, respectively; the average total score of the scale is used to measure entrepreneurial ability: 1-2 points indicate low level, 2-3 points refer to the middle and lower level, 3-4 points mean middle and upper level, and 4-5 points stand for high level. Further, SPSS 25.0 is used to statistically analyze the sample data.
Main contents of the QS:  Table 1 shows the statistics of the reliability of the scale. Table 1 demonstrates that the Cronbach's alpha coefficient is used to verify the internal consistency and reliability of the QS, which ensures the scoring consistency of each item. The measured value of α is 0.797, indicating that the QS has good reliability and internal consistency.

Analysis of the Results of the Questionnaire Survey on Entrepreneurial Factors
The QS results of the entrepreneurial factors are shown in Figures 1-3. Figure 1 presents the distribution of students' answers to factors affecting entrepreneurial choice. A total of 25.78% of them choose "The realization of personal ideals and values, " which is also the values of the current entrepreneurship education; 26.21 and 11.12% of them choose "High degree of freedom" and "High earnings, " respectively, with some utilitarian ideas; while 16.35% of them choose "The poor employment situations, " under which self-employment is believed to a new choice. Overall, college students' entrepreneurial values are positive, and "The realization of personal ideals and values" is most influential to their entrepreneurial choices, while, by comparison, they pay lesser attention to the realization of their national and social values. Figure 2 illustrates the distribution of students' answers to the essential elements of the entrepreneurial process. Specifically, 21.65, 33.94, and 31.97% of them think education, ability, and relationship are the most essential, respectively. Hence, most college students believe that education and ability are more important in the entrepreneurial process, but other factors, like money, are also indispensable. It has been argued that an entrepreneur's ability and education are internal factors while other factors are the external factors, which are both essential for successful entrepreneurship. Figure 3 exhibits the distribution of students' answers to the solutions against entrepreneurial risks. A total of 30. 35, 30.29, 25.23, and 14.13% of them choose "Take a positive attitude, " "Hesitant, " "Give up, " and "Let nature take its course, " respectively. Thus, college students lack social experience and their risk-bearing ability is incompetent; nearly 70% of the respondents have shown no positive attitude against entrepreneurial risks. Given this, there is a need for higher institutions to attach great importance to the guidance of values and entrepreneurial psychology in entrepreneurship education.

Entrepreneurial Values Questionnaire Survey Results Analysis
The QS results of entrepreneurial values are shown in Figures 4-6. Figure 4 shows the distribution of students' answers to "What factors lead to entrepreneurial failure?" Specifically, 40.37,  Frontiers in Psychology | www.frontiersin.org 31.9, 25.98, and 11.75% of them think they lack financial support, business skills, ability, or understanding of policies and laws, respectively. Thus, entrepreneurship is a practical process, and entrepreneurship education needs to be combined with practice; also, it has been recognized by students that the skills and ability of entrepreneurs play an important role in the entrepreneurial process; besides, financial support affects the whole life cycle of entrepreneurship. Overall, most students hold correct entrepreneurial values. Figure 5 displays the distribution of students' answers to "What factors influence the entrepreneurial values?" 39.43% of them choose "Models of successful entrepreneurs, " showing that the power of the model is infinite, and entrepreneurial spirit can strongly promote entrepreneurship, followed by 28.94% who choose "Achieve their own life goals"; those who have chosen "Government influence" or "School influence" both account for over 15%. Thus, as the enforcement authorities of national rights, the government supports college students' entrepreneurship and affects the development of entrepreneurship education by implementing relevant policies; higher institutions might be exactly where students form correct entrepreneurial values. Figure 6 reveals the distribution of students' answers to "Which is the most important entrepreneurial quality?" Overall, students who choose entrepreneurial values outnumber those who choose practical entrepreneurial ability. Hence, students generally lack entrepreneurial values, and there is a need for higher institutions to pay attention to the cultivation of students' spiritual quality in the education of entrepreneurial values. The value and quality of entrepreneurs are of great significance to the development of the country and individuals.

The Questionnaire Survey Results of College Students' Use of New Media
The QS results of college students' use of new media are shown in Figures 7-9.  Figures 7-9 imply that such new media platforms as Sina portal, QQ, and WeChat are widely used among college students, with a use rate of 84, 72, and 65%, respectively. Among the three groups surveyed, freshmen are more inclined to use WeChat, while seniors prefer QQ; their purpose to use new media differ greatly; more freshmen use new media for entertainment, while the seniors are interested in real-time news and daily communication over new media platforms. The QS results of "Time distribution of college students' use of new media" show that over 50% of the respondents use new media for at least 5 h daily.
Thereupon, the following problems are summarized in the cultivation of college students' entrepreneurial values and entrepreneurial ability under the new media environment: (1) Teaching thinking and teaching philosophy are relatively backward.
Given the new media environment, the school is still mainly responsible for the cultivation of college students' entrepreneurial values and entrepreneurial ability, yet family support is also essential. Currently, however, only a few school  departments are involved in the organization and coordination of entrepreneurial courses, leading to an incomplete innovation and entrepreneurship education system.
(2) In terms of the teaching content, few practices have been implemented compared with theories of innovation and entrepreneurship education in higher institutions, which hinders the cultivation of students' entrepreneurial values and entrepreneurial ability but also has a negative impact on their personal development.

CULTIVATING STRATEGIES OF COLLEGE STUDENTS' ENTREPRENEURSHIP EDUCATION UNDER THE NEW MEDIA
The above research suggests that entrepreneurship education in Chinese higher institutions is in the theoretical teaching stage and lacks practical teaching reform to effectively cultivate students' entrepreneurial concept and entrepreneurial ability. In addition to strengthening the cultivation of college students' entrepreneurial psychology and entrepreneurial spirit, the cultivation strategy might also include the following aspects.
(1) Students might benefit from unified ideas to better understand entrepreneurship education. It is the responsibility and obligation of higher institutions to cultivate talents with an entrepreneurial spirit for the country through entrepreneurship education. There is a need for higher institutions to help students understand the basic theory and business law in entrepreneurship education and improve their environmental adaptability and risk controllability. Above all, it is essential to cultivate students' entrepreneurial spirit through entrepreneurship education, namely, enterprising spirit, professionalism, integrity, dedication, and sense of social responsibility. (2) There is a need to formulate an innovation training plan and build an integral entrepreneurship education system to promote entrepreneurship education. To cultivate students with a more comprehensive entrepreneurial spirit, there should be a series of education of entrepreneurship management theory and entrepreneurship training. The teaching content should be customized for students in different grades. (3) It might benefit the students to cultivate entrepreneurial awareness in the entrepreneurial atmosphere through various school activities, which provides students with reference and guidance for entrepreneurship, as well as a platform to exercise their entrepreneurial ability, thus stimulating students' innovative awareness and entrepreneurial spirit in the form of community organizations.
(4) Entrepreneurial resources in higher institutions might be integrated to improve entrepreneurial management efficiency. Multiple factors can be combined with the cultivation of entrepreneurship education in higher institutions, such as the support of national entrepreneurship policies, the specific guidance of enterprises, and various organizations, to form a complete and effective entrepreneurship education system that integrates existing entrepreneurship resources and improves entrepreneurship management efficiency.
The optimization strategies (1-4) are favorable for the implementation of effective and efficient entrepreneurship education and training under the new media era and have a positive impact on the cultivation of students' entrepreneurial values and entrepreneurial ability.

CONCLUSION
The purpose is to analyze the impact of entrepreneurial spirit on the cultivation of contemporary students' entrepreneurial values and entrepreneurial ability under the background of new media, study the existing problems in the cultivation of entrepreneurship education in the higher institution through QS. The QS results show in terms of the question "What are the factors affecting entrepreneurial values, " 39.43% of respondents choose the "Models of the successful entrepreneur, " showing that the successful entrepreneur model can encourage students to receive entrepreneurship education; 28.94% of the students choose to "Achieve their own life goals"; those who have chosen "Government influence" or "School influence" both exceed 15%. The students' answers to "The reasons for entrepreneurial failure" indicate that 40.37, 31.9, 25.98, and 11.75% of the respondents think they lack financial support, business skills, ability, or understanding of policies and laws, respectively; entrepreneurship is a process of practice, and entrepreneurship education needs to be combined with practical activities; the skills and ability of entrepreneurs play an important role in the entrepreneurial process and have been recognized by students. Additionally, financial support affects the whole life cycle of entrepreneurship. This article provides great help for the cultivation of entrepreneurial values and entrepreneurial ability of college students in the future. However, there are some limitations: at the theoretical level, the results of targeted suggestions and policies have not been verified and supported by other data, and there is no deeper theoretical and practical exploration. The proposed training strategies on students' entrepreneurial values and entrepreneurial ability can provide a new theoretical basis and optimization direction for entrepreneurship education in higher institutions and help students receive better entrepreneurship education in the future.

DATA AVAILABILITY STATEMENT
The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

ETHICS STATEMENT
The studies involving human participants were reviewed and approved by the Shandong University Ethics Committee. The patients/participants provided their written informed consent to participate in this study. Written informed consent was obtained from the individual(s) for the publication of any potentially identifiable images or data included in this manuscript.