• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.844-855
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• 2011

The purpose of this study is to identify factors on the user's intention of reusing mobile app-based tourism contents and the relationship among those factors. For those purpose, we expanded the existing TAM(Technology Acceptance Model) by introducing the variables such as characteristics of mobile app-based tourism contents, which are context, ubiquitous connectivity, service quality and perceived value as external variables of the TAM. The survey was conducted by users who have previously experienced mobile app-based tourism contents. Structural equation modeling was used to Investigate the relationships between the factors. The results showed that the ubiquitous connectivity and perceived value were found to have a positive impact on both perceived usefulness and perceived ease of use. The perceived usefulness were found to have a positive impact on the attitude. Finally, The attitude were found to have a positive impact on the user's intention of reusing.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.866-876
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• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• Journal of Elementary Mathematics Education in Korea
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• v.18 no.2
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• pp.357-377
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• 2014

The purpose of this study is to identify whether math class with clip-type contents has a significant impacts on the academic achievement and attitude of students. To answer the questions, two classes of 4th graders at Sinlim Elementary School in Gwanak-gu, Seoul were selected as subjects; they were divided into experimental group and comparative group. They were confirmed as a homogeneous group at the significance level of 0.05 during a pre-test. The findings are as follows. First, math class with clip-type contents had positive influence on the academic achievement. Second, math class with clip-type contents had positive influence on the attitude towards learning. Furthermore, proper clip-type contents for class boost their understanding and enhance their mathematical thinking with multiple views. It led to their self-confidence in learning math, developing a positive attitude towards math. The benefits of the present research can be summarized as follows. First, the math class with clip-type contents benefited both teachers and students. For teachers, it helped them boost the quality of their teaching. For students, it helped them understand the class better, improving their academic achievement. Second, the diverse, interesting contents had a positive impact on the following of the students: self-concept of math; attitude towards math; learning habits.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.16-24
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• 2020

The study empirically explored factors influencing How storytelling factors in social networking services, SNS, affect consumer response on the uses and gratification theory. conducted an analysis of 120 university students attending universities in the Seoul metropolitan area using an experiment. The results of this study are as follows: first, The storytelling factors, relevance and veracity have a positive effect on clarity. second, it has been shown that only veracity has a positive effect on parai-social interaction with media figures with emotional attachment. third, para-social interactions have been shown to influence content attitudes and orality sequentially. This study deals with the effect of SNS storytelling on the consumer's part, providing practical implications for enhancing content attitudes and word-of-mouth, by increasing para-social interactions with consumers while identifying the components that should enhance the way SNS is delivered in terms of storytelling.

• Journal of the Korean Chemical Society
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• v.66 no.2
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• pp.96-106
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• 2022

The purpose of this study is to investigate the effect of science-centered convergence class program using realistic contents such as virtual reality and augmented reality on class satisfaction, scientific attitudes and the perception of the gifted students in middle school. After developing the convergence class program including realistic contents using smart devices, we applied it to the gifted students. We analyzed the class satisfaction, scientific attitude and perception of the gifted students through questionnaires. In addition, a survey was conducted on the pre-teachers to investigate and analyze the class satisfaction, scientific attitude of the science class program to students and the perception of science classes using realistic contents. As a result, both students and pre-teachers were positively aware of class satisfaction by science class program using realistic contents. In particular, it was positive in that the class can induce learning motivation and interest. On the other hand, it was pointed out that the low-quality App and lack of infra for smart devices were disadvantages. In addition, pre-teachers lack confidence and information about class using the realistic contents, but they recognize the need of classes using realistic contents for students and education for pre-teachers. Based on this, it obtained suggestions on the preparation of facilities and equipment in schools for future education, development of contents that can be used for convergence class, development of programs and teaching·learning materials using realistic contents, and education for pre-teachers.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.55-72
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• 2021

This study aims to research the influences of the discrimination of internet media and one-person media environment, especially, the one-person media creators leading the mobile media that could be accessed and viewed anywhere, on the user attitude and continuous subscription intention. Especially, this study aimed to understand the current situation of one-person media market represented as YouTube, to explore the relationship and ecology between each subject and elements composing the media market, and also to understand the mediating effects of the characteristics of YouTube creators on the relation between contents involvement and user attitude, and the relation between user attitude and subscription intention, and the mediating effects of contents involvement on the relation between characteristics of creators and user attitude. As research methods, first, for the theoretical establishment, this study collected, conducted, and organized the published domestic/foreign theses/journal papers. For the objective validity and verification of the established research model, a survey was conducted targeting adult men and women currently watching YouTube, and then the empirical analysis was performed through the final effective samples. And the results of this study are as follows. First, the playfulness and reliability on the relation between characteristics of creators and contents involvement were not significant while the professionalism was significant. Second, the professionalism on the relation between characteristics of creators and user attitude was not significant while the playfulness and reliability were significant. Third, the relation between contents involvement and user attitude was significant. Fourth, the relation between user attitude and subscription intention was also significant. Also, in the results of verifying the mediating effects of contents involvement, the contents involvement completely mediated the relation between characteristics(playfulness, reliability, and professionalism) of creators and user attitude. And in the conclusion, this study presented the implications and suggestions for further researches in the future.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.378-389
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• 2011

This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

• Proceedings of the Korea Contents Association Conference
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• 2006.05a
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• pp.92-98
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• 2006

The purpose of this paper is to study of the attitude of e-learning on the effectiveness of e-learning and the antecedents of e-learning. For this study, samples were collected in the school where e-learning was students of cyber lecture. Structural equation model was used to analyze the data. The result of this empirical study is summarized as followings. First, The attitude of e-learning has a positive effect on the e-learning effectiveness. Second, ease of use of learning management system, learning motivation, information quality of learning contents has positive effect on the attitude of e-learning, but usefulness of learning management system has no effect on the attitude of e-learning. Therefore, the former consists of learning management system, learning contents and information quality that are provided by e-learning and the latter means learning motivation.

• The Journal of Korean Association of Computer Education
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• v.15 no.3
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• pp.49-59
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• 2012

This study focuses on a comprehensive set of potential determinants of teachers' attitude and efforts for preventing students' piracy of digital contents. The proposed model is based on the theory of reasoned action, developed by Ajzen and Fishbein. The model was tested using responses from 177 teachers. Partial least square method was used to analyze the results. The hypothesized model was largely supported by this analysis, and the overall results indicate that intention for preventing students' piracy of digital contents is mostly influenced by the attitude and the social influence. The perceived level of recognition as well as the punishment for digital contents piracy has also been found to have some direct and indirect impact on the intention. But, on the contrary to our expectation, the teachers' efficacy has no influence on either the attitude or intention. As a conclusion, the academic and practical implications of these findings are discussed.

• Journal of Digital Contents Society
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• v.9 no.4
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• pp.735-749
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• 2008

The purpose of this study was to examine the influence of the digital textbook attribute factors on the learning interest and learning satisfaction using the structural equation model. In order to accomplish the purpose, the research was carried out with 325 students of digital textbook research school. Attribute factors of digital textbook are divided into self-concept of subjects and attribute factors of subjects. Self-concept of subjects is consist of superiority feeling and confidence. Attribute factors of subjects is interest, a sense of purpose, accomplishment motive. The results of this study can be summarized that the digital textbook attribute factors on the learning interest are signified confidence, interest, a sense of purpose, accomplishment motive. And the digital textbook attribute factors on the learning interest are signified learning satisfaction.