• Korean Journal of Human Ecology
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• v.8 no.3
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• pp.535-550
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• 1999

The purpose of this study was to find the awareness and attitudes of adolescent consumers toward Korean-made products with brand names of a foreign language. The survey method was utilized, and 393 middle and high school students were selected. The major findings were as follows; 1) 61.2% of the respondents have not awared the trend of foreign language brand naming of Korean-made products at all. 2) The respondents have awared the trend of foreign language brand naming of Korean-made products could affact adolescents' consumption culture. 3) The attitudes toward Korean-made products with brand names of a foreign language were found to be rather negative, and the attitudes toward the trend of a foreign language brand naming of Korean-made products were found to be also rather negative.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.303-317
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• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.

• Journal of Korean Home Economics Education Association
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• v.19 no.2
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• pp.77-101
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• 2007

The purposes of this study were to develop ICT consumer education program for the second grade middle school students using in the Home Economics and Technology class and to test the effect of this program in terms of learning the knowledge and forming the attitude to be a wise consumer. The contents of a middle school Home Economics curriculum and 10 different textbooks were analyzed. Based on these analyses 5 ICT lesson plans on consumer education were developed. The second grade middle school students as an experimental group participated in 5 ICT consumer education classes during the middle school Home Economics and Technology classes. The control group of students who had same condition with the experimental group were taught by traditional instructional methods. After experiment, the changes in knowledge and attitude to be a wise consumer of both groups were analyzed using Analysis of Covariance. The significant improvements of knowledge and attitude of it were found among the experimental group of students compared with control group of students. Thus the conclusion is that the ICT consumer education program conducted in this study was found to be more effective than traditional one in terms of learning the knowledge and forming the attitude to be a wise consumer.