• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.578-590
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• 2015

This paper investigated how high school students perceive on nuclear power applying semantic network analysis. The total number of 250 high school students in 6 metropolitan areas responded to the survey. Results indicate that the word which most frequently appeared is 'Nuclear plant' (87 times) following by 'Japan' (71 times), 'Danger'(59 times), 'Fukushima' (59 times), 'Radioactivity' (56 times), 'Energy' (47 times), 'Youngkwang' (37 times), 'Electricity' (30times), 'Chernobyl' (29 times), 'Explosion' (25 times). For students in higher acceptance level of nuclear 'Radioactivity' (25 times) was most frequently showed up following by 'Fukushima' (23 times), 'Energy' (21 times), 'Japan' (21 times), Nuclear plant' (20 times), 'Danger' (17 times), 'Youngkwang' (16 times). For student in lower acceptance level of nuclear, the word of 'Nuclear plant' (40 times) most frequently appeared following by 'Japan' (31 times)', 'Danger' (29 times), 'Fukushima' (23 times), 'Radioactivity' (17 times), 'Energy' (16 times), 'Youngkwang' (16 times), 'Chernobyl' (15 times).

• Asia Marketing Journal
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• v.6 no.2
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• pp.3-22
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• 2004

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands. We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk. Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.

• Management & Information Systems Review
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• v.30 no.1
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• pp.211-226
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• 2011

This study was intended to investigate the attributes of the Internet shopping mall and to examine the effects of each attribute on the consumer purchase intention. 279 valid responses of total 300 questionnaire were used for the analysis of this study. Both the exploratory factor analysis and reliability analysis were conducted to evaluate the conceptual validity and internal coherence of the determining variables and the use intention. The factor analysis resulted in identifying the five factors of the Internet shopping mall and on the multiple regression analysis, three of the five identified factors were found to affect significantly the purchase intention. According to the verified results interactivity(t=4.384) was found to affect positively the use intention, while privacy risk(t=-2.985) and delivery risk(t=-2.257) were found to affect negatively the purchase intention. Managerial suggestions are recommended as the results of analysis. It is urgently necessary for decreasing countermeasures delivery risk and privacy risk to enhance purchase intention of customers in internet shopping malls. Especially obtaining more information on consumers gives short-term advantages to marketers, perceived slackness in privacy will hinder purchase intention in internet shopping malls in the long run by causing distrust of consumers. Other limitations and future research directions are also mentioned.

• Fire Science and Engineering
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• v.32 no.2
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• pp.102-109
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• 2018

This study examined the effects of the risk generation factors on the public service motivation and a vocational calling of fire service officers during their work. This is based on the assumption that the risk generation factors of firefighters in their organization should be related to the effectiveness of the organization by affecting the psychological capital of the individual. For this study, the survey was conducted on fire service officers who participated the official training session in Kyuunggi and Seoul area and analyzed the data collected by the regression analysis and t-test analysis. As a result, the higher the perception of generation factors, the higher the level of public service motivation and vocational calling. In addition, there was a significant difference between a high risk generation factor perception group and low risk group regarding the perception level of public service motivations and vocational callings. These results show that there is a need to provide more field-based training opportunities for firefighters who can recognize the risk generation factors better.

• Journal of Korean Home Economics Education Association
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• v.27 no.1
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• pp.111-126
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• 2015

The purpose of this study was to investigate the moderating effects of perceived father's rearing attitudes on the relationship between self-efficacy and smartphone addiction in adolescents. A survey was conducted using a convenient sample drawn from 570 students from eleven junior high school in Seoul. Data were analyzed using SPSS 20.0 program. The results show that 22.4% of students was in the risk of smatphone addiction. High risk of smartphone addiction group use smartphone longer for communication and had more trouble with their parents because of smartphone use. Smartphone addiction showed negative relationship with self-efficacy and affection-rational explanation of perceived father's rearing attitude but had positive relationship with inconsistency-intrusiveness of perceived father's rearing attitude. Furthermore, the result showed the moderating effects of perceived father's rearing attitude on the relationship between self-efficacy and smartphone addiction. Therefore, to prevent smartphone addiction in adolescent, we should try to increase self-efficacy in adolescent as well as to develop educational program to assist parent to understand their children.

• Journal of Korean Society of Transportation
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• v.25 no.2 s.95
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• pp.39-50
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• 2007

This study investigated how drivers' cognitive characteristics, such as perception-motor skills and safety-seeking motivation; personal characteristics, such as sensation-seeking disposition coping with physical and social dangers; their self-perceived driving ability; and their normal driving behaviors influence the number of driving violations. 352 drivers participated in the study. MANOVA was performed in order to test the differences in their driving behaviors according to their level of sensation-seeking disposition and driving ability, and Structural Equation Modeling was used to examine the causal relationships among their demographic characteristics, sensation-seeking dispositions, driving ability, driving behaviors and the number of violations. The results indicated that drivers who had higher perception-motor skills seemed to be careful with pedestrians. From the results, drivers who had somewhat higher safety-seeking motivation tended to violate fewer traffic regulations intentionally or accidentally and showed more positive driving behaviors. Furthermore, drivers who had higher perception-motor skills, higher sensation-seeking disposition, and lower safety-seeking motivation had a tendency to violate intentionally more traffic regulations. The older drivers showed driving behaviors that were careful of pedestrians. The drivers who had higher sensation-seeking disposition and longer driving careers violated more traffic regulations, both intentionally and accidentally. Results from LISREL indicated that the predictive variables directly or indirectly influenced on drivers' violation numbers ($x^2$=341.62(p=.00), GFI=.94. RMR=.10).

• Korean small business review
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• v.43 no.4
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• pp.59-93
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• 2021

This study surveyed 413 small business owners who experienced closure to see how the loss perception experienced by small business owners affects their comeback through fear of failure. The analysis results are as follows. First, the larger the received loss of financial capital, market capital, and social capital, the greater the fear of failure. Second, the greater the fear of failure, the less willingness to re-start-up, but it did not affect the willingness to work. Third, perceived loss of financial capital, market capital, and social capital grew fear of failure, which negatively affected the willingness to re-start. However, as for the willingness to work, only the perception of loss to market competitiveness strengthened the willingness to work through fear of failure. This suggests that if you think you are out of business due to market competitiveness, you are more likely to choose to get a job than to start a business. Fourth, those with higher entrepreneurial self-efficiency had less effect of perceived loss on fair of failure than those with lower entrepreneurial loss. In other words, it can be seen that a person with high entrepreneurial self-efficiency is likely to start-up. It is noteworthy that despite the tendency to fail due to market competition and lack of understanding of risks, small business operators were most aware of the loss of social capital. This is presumed to have had the greatest impact on fear of failure because small business owners try to receive funding or business revitalization support through social networks such as acquaintances and relatives. Based on the above results, this study requires sufficient market research to secure a competitive advantage when preparing for start-ups through policy practice suggestions, and suggests ways to reduce financial loss through the establishment of sophisticated business plans.

• Culinary science and hospitality research
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• v.21 no.1
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• pp.191-209
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• 2015

The purpose of this study is to identify whether franchisee-perceived franchisor's proactiveness, innovativeness and risk-taking affect franchisee-perceived affective commitment with franchisor, and the affective commitment affects franchisee-perceived external representation and service delivery. Based on total 280 samples obtained from owners or managers of franchise fast-food restaurants in located in Yeongnam province, the research findings are as follows. Firstly, the innovativeness and risk-taking positively affect the affective commitment. Secondly, the affective commitment positively affects external representation and service delivery. But proactiveness does not affect the affective commitment significantly. These findings imply that firstly, franchisor should investigate consumer trends periodically and develop new successful menus and services more than competitors do, and implement new marketing techniques innovatively towards these menus and services. Secondly, franchisor had better adopt high return/risk strategies because of deepened competition and do bold decisions of price change etc. Also, in order to increase proactiveness, franchisor needs to launch new menus and services earlier than competitors and occupy market in advance, which strengthens affective commitment with franchisees. Thirdly, in order to increase affective commitment with franchisees, franchisor needs to match franchisor's value with franchisee's value and same value means same objective. Lastly, limitations and further research directions are also discussed.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.918-940
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• 2021

In this study, the concept of eXtended Reality Devices(XR) is defined, how it is applied by industry and how it will develop in the future, and based on the expanded integrated technology acceptance theory and innovation resistance, We tried to confirm through empirical analysis how the influencing variables affect. We carry out the analysis of the hypotheses using PLS Structural Equation Modeling. According to the empirical analysis results, this study confirms that innovativeness has a significant effect on UTAUT2's acceptance variables(performance expectation, effort expectation, hedonic motivation, price value) for XR devices, and these variables affect attitudes and acceptance of XR. and the pace of change of XR has a significant effect on perceived risk, and the perceived risk perceived by consumers mediates the pace of change and innovation resistance, and has a significant effect on innovation resistance. and innovation resistance to XR devices had a significant negative effect on acceptance. This study has its meaning because it found out that it deals expansively and comprehensively with personal innovation, the UTAUT2's acceptance variables, and the effects of perceived risk factors mediating the pace of change and resistance to innovation. In addition, it suggests that in order for innovative technologies such as XR to advance to the stage of market expansion, it is important to present strategies to reduce resistance to new technologies as much as the value to be provided to consumers.

• Information Systems Review
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• v.20 no.3
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• pp.51-71
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• 2018

Many studies in the field of information security reveal the need to increase awareness. However, although awareness of information security has been raised to a considerable extent, actual security behavior has been shown to fall short of that. Therefore, we wanted to identify the role of psychological factors in making information security decisions by conducting a experimental study. The results show that there are differences in perception of information security risks according to the probabilistic distance and the degree of relative optimism due to social distance. In relation to their relative optimism and intention of information security, they reduced the level of perceived risk compared to those close to them and found that their influence varied according to their probabilistic distance. This study has made valuable attempt in terms of methodology and it is meaningful that the psychological factor is taken into consideration for the information protection behavior, so that the range of relative optimism that actually affects the perception of risk is narrowed. It is expected to contribute to the improvement of information security level of information technology users and protection of information assets by empirically identifying necessity of various approaches to decision making process for information security.