• The Journal of the Korea Contents Association
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• v.10 no.3
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• pp.436-443
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• 2010

The purpose of this study is to investigate whether there are differences in three attitudes-attitudes toward English learning, attitudes toward American, and attitudes toward American culture between Korean and Chinese university students learning Korean in Korea. The subjects are 211 students, who are 101 Korean and 110 Chinese. Gardner(1985)'s AMTB questionnaire was administered to measure the learners' attitudes. And the collected data were analyzed by t-test to examine the differences between two groups. The results of this study showed that there were statistically very significant differences in attitudes toward English learning and there were significant differences in attitudes toward American between two groups. But there were no differences statistically in attitudes toward American culture between two groups. To make better learning environment for English learners, the differences in other affective variables between two groups need to be studied.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.690-701
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• 2013

With the increasing adoption of social network services (SNS), the cultural and art industry is also embracing SNS as an important tool of marketing. Users can share various cultural experiences on SNS easily, and companies can analyze SNS to understand the users for effective marketing. Based on this background, this study analyzed users' behavior and attitude about movies according to SNS usage types. Users of SNS were surveyed and clustered into 'information seekers', 'fun seekers', and 'relationship seekers'. Next, the behavior of the users in each cluster was compared regarding information search about movies, preferred online advertisement channels, and post-watching behavior. The results showed that the SNS usage type has significant relationship with the behavior and attitude about movies. This suggests that movie industry can establish effective online marketing strategy by analyzing SNS usage of users.

• The Journal of the Korea Contents Association
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• v.13 no.2
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• pp.198-210
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• 2013

This study investigates the detrimental effect of watching sexual content in three-dimensional (3D) moving pictures. An increasing amount of investment is put especially in 3D adult content to boost their 3D media industries. It is crucial that the effect of sexual contents on viewers be identified. In this experiment, a between-subject design was employed to analyze various effect of sexual content on participants whether they viewed the same stimuli in 3D or in 2D. In particular, the presence scaling was used to evaluate how real the video clip is. In addition, the permissiveness toward sexual behaviors and the level of sexual arousal were measured to examine the different effect of sexual content by dividing two separate groups in 2D and 3D condition. The result shows that those who watched a 3D video clip perceived higher sense of presence compared to those who watched a 2D video clip. Furthermore, subjects in 3D condition reported lower scores of permissive attitude toward sexual behaviors. This confirms that 3D display delivers more visual experience and has an impact on people in terms of perceiving sexual contents and changing their attitudes towards sexual behaviors.

• The Journal of Korean Institute for Practical Engineering Education
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• v.4 no.2
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• pp.75-83
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• 2012

Due to the proliferation of smart devices, worldwide market growth of e-book content steep, but the domestic market shows relatively low growth rate and small size. In this study, a distribution modeling of the e-book business as a way to solve the problem of the domestic market of disabled was carried out to analyze the Amazon.com and Apple's e-book content distribution structure of the active leader in the U.S. market. And we tried to suggest a solution by investigation and analysis of the college students's receptive attitude on the e-book content as the main target to enable the markets based on the interest for publication. In adoption attitude survey, mainly low-readability and lack of content problem were reasons not to accommodate. There is a need to improve the quantity and quality of content through with technological advances and market participation together. For more participation, we expect to take advantage of the results of this study to establish or improve the systematic distribution structure.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.148-156
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• 2015

The purpose of this study was to evaluate the dance attitude differences between gender, majors, and grades. Attitudes-towards-dance inventory(Jadranka et al., 2004) which covered affective, cognitive, and action aspects of attitudes, as well as to reflect, in a similar number of items, both the positive and negative attitude towards dance was used to investigate dance attitude for 483 dancers who are collegian. Male students were more positive attitude in the affective area among dance attitudes than female students(p<.05). Dancers who major practical dances revealed more positive attitude in the affective area than dancers majoring ballet and Korean treditional dance(p<.05). In addition, freshmen have a more positive dance attitude in the affective area compared with seniors. It was suggested that more subjects should be studied from considering major, local university as future study.

• Information Systems Review
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• v.22 no.3
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• pp.119-142
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• 2020

This study aims to examine the role of IT features as heuristic cues in choosing a content on YouTube. According to the heuristic-systematic model, people tend to rely on heuristic cues when they have to choose and process useful information quickly so that they could save time and reduce demands for thinking. Based on this line of reasoning, this study posits that YouTube users rely on certain IT features as heuristic cues in choosing contents before they actually watch them. Based on the prior literature and interviews with YouTube users, we develop a research model in which social endorsement, self-presentation, and interactivity are identified as potential determinants of users' attitude toward contents, which in turn influence their intention to watch them. To empirically test the research model, we conduct a laboratory experiment and a follow-up survey. The results of data analysis show that social endorsement for the content, YouTube creator's self-presentation, and interactivity have significant and positive effects on their attitude toward the content, leading to their intention to watch it. This study suggests that IT features on YouTube could be wisely utilized to increase the chance that users choose a particular content out of many competing contents when they search certain information on YouTube.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.123-136
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• 2021

While same-sex marriage is officially legal in 28 countries, widespread discrimination continues against people in the LGBTQ community in Confucian Asian countries. This study examines how media exposure affects attitudes towards gay men using the cultivation theory in China, where LGBTQ issues are still censored in media. Moreover, this study looks into the immediate effect of watching gay content on attitudes towards a friend's coming out. Based on the survey of 236 young adults aged 18-22, the study results showed that heavy viewers of gay content and female had a more favorable attitude towards gay men. Furthermore, while the participants favored non-gay content, those who viewed gay content were more supportive of a friend's coming out than those who watched non-gay content. The findings indicated the cultivation effect on attitude towards same-sex relationships in a Confucian Asian country that can be used to foster a more inclusive society.

• The Journal of the Korea Contents Association
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• v.7 no.2
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• pp.73-83
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• 2007

An information retrieval system, using exact match, needs preprocessing or query expansion to generate transliteration variants in order to search foreign word transliteration variants in the documents. This paper proposes an effective method to generate other transliteration variants from a given transliteration. Because simple rewriting of confused characters produces too many false variants, the proposed method controls the generation priority by learning confusion patterns from real uses and calculating their probability. Especially, the left and right context of a pattern is considered, and local rewriting probability and global rewriting probability are calculated to produce more probable variants in earlier stage. The experimental result showed that the method was very effective by showing more than 80% recall with top 20 generations for a transliteration variants set collected from KT SET 2.0.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.881-889
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• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• Proceedings of the Korea Contents Association Conference
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• 2016.05a
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• pp.423-424
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• 2016

본 연구는 30대, 40대 남성 근로자의 심뇌혈관질환 인식, 예방에 대한 태도, 건강행위 간의 관계를 알아보고, 건강행위에 미치는 영향요인을 파악하여 30,40대 남성 근로자의 건강행위를 증진키기 위한 기초 자료를 제공하기 위하여 시도되었다. 연구대상자는 G도 J, S시에 소재한 회사에 근무하는 30대, 40대 남성 근로자를 대상으로 하였으며, 자료 수집은 심혈관질환 인식, 뇌혈관질환 인식, 예방에 대한 태도, 건강행위 도구를 통하여 설문 조사하였다. 자료 분석은 SPSS Win 21.0 프로그램을 이용하여 분석하였다. 연구결과 대상자의 평균 평점은 심혈관질환 인식 정도는 17.99점, 뇌혈관질환 인식 정도는 5.21점, 예방에 대한 태도는 3.95점, 건강행위 정도는 2.82점으로 나타났다. 대상자의 심혈관질환 인식, 뇌혈관질환 인식, 예방에 대한 태도는 건강행위와 양의 상관관계가 있는 것으로 나타났다. 대상자의 건강행위에 영향을 미치는 요인으로 결혼상태, 심혈관질환 인식 순이었으며, 전체 설명력은 14.6%이었다. 본 연구를 바탕으로 심뇌혈관질환 예방을 위한 건강행위의 교육적 시사점과 후속연구에 대한 제언을 하였다.