• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.1066-1071
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• 2008

모바일 광고는 새로운 마케팅커뮤니케이션 수단으로 부상하고 있다. 본 연구는 효과적인 모바일 마케팅 전략을 수립하기 위해, 어떤 광고유형, 메시지 내용이 광고태도에 유의한 영향을 미치는 분석하고자 실험연구를 하였다. 즉 주 실험변수인 광고의 유형(text/icon)과 광고 메시지 특성(쾌락적/실용적)에 따른 광고 태도의 변화를 알아보고자 하였다. 또한 광고태도에 영향을 미치는 광고제품의 유형(탐색재/경험재)의 조절효과를 살펴보았다. 그 결과, 광고유형과 광고메시지 특성별로 광고 태도에 차이를 확인할 수 있었다. 또한 광고유형과 메시지특성이 광고태도에 영향을 미치는데 제품유형의 조절효과가 있는 것으로 확인되었다. 한편 광고태도는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.374-386
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• 2016

This research has analyzed the influences of Service quality on Brand image, Brand attitude and Behavioral intentions. And it is also investigate how is brand image and attitude effects behaviors on customers to choose airline. This research have valuable data in order to establish the strategy how airlines can introduce themselves to customers. Based on the statistic results, We are able to find out the meaningful differences. Airline's Service Quality cause the positive influences on brand image, brand attitude and behavioral intentions. This research has several implications such as what kind of strategies airline needs focused on in order to improve passenger's satisfaction.

• Proceedings of the KAIS Fall Conference
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• 2010.05b
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• pp.906-909
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• 2010

본 연구는 대학생의 성격유형에 따른 섭식태도 및 비만스트레스를 알아보기 위해 2009년 11월 2일~11월 19일까지 대전지역 일개대학 대학생을 대상으로 설문지를 배포하여 총 285부의 유효부수를 조사에 활용하였다. 각 문항에 대한 빈도분석과 백분율, 교차분석을 이용하였고, 집단간 차이에 대한 유의성 검증을 위해 카이제곱과 로지스틱 분석을 실시하였다. 본 연구의 주요결과는 대학생의 성격유형(A형,B형)에 따른 섭식태도는 카이제곱 분석을 한 결과 조사대상자의 일반적 특성 통계적으로 유의하지 않아서, 성격유형에 따른 섭식태도의 차이를 나타내지 않았다. 대학생의 성격유형(A형,B형)에 따른 비만 관련 스트레스는 카이제곱 분석을 한 결과 조대상자의 일반적 특성 통계적으로 유의하지 않아서, 성격유형에 따른 비만스트레스는 차이를 나타내지 않았으며, 섭식태도와 비만스트레스에 영향을 미치는 요인을 로지스틱 분석한 결과 각각에 성격유형에 따른 차이를 나타내지 않았다. 본 논문은 대학생의 성격유형에 따른 섭식태도, 비만스트레스에 차이가 있을 것으로 예상하였으나, 연구결과 별다른 차이를 보이지 않아 섭식태도, 비만스트레스는 성격유형과 무관한 것으로 나타났다. 이상의 결과에서 볼 때 대학생의 성격유형과 섭식태도, 비만스트레스는 무관한 것으로 판단되어 진다. 선천적인 성격유형과 비만과의 관계에 대한 다각적인 선행연구가 전무한 실정이므로 앞으로 보다 많은 연구를 통해 비만관련 영양 교육 및 보건교육, 나아가 비만 관련 치료 시 성격유형에 대한 고려가 이루어지기를 기대한다.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.186-198
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• 2020

The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.297-313
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• 2014

The objectives of this study are to examine the impact of display type and program condition on advertising attitude, and also to analyze the moderating effect of previous intrusiveness perception in such process. The results of empirical analysis are as follows. First, display type had no significant influence on advertising attitude. Second, the interaction effect of display type and program situation on advertising attitude was significant. Third, the interaction effect of display type and previous intrusiveness perception on advertising attitude was not significant. Fourth, the interaction effect of program situation and previous intrusiveness perception on advertising attitude was significant. Fifth, the interaction effect of display type, program situation, and previous intrusiveness perception on advertising attitude was not significant.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.6
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• pp.115-123
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• 2017

The purpose of this research provides analyzes the learning attitude types by Chinese students in Korea. For this purpose, we have adopted of the practical research methodology and quantitative research methodology, which can objectively determine the individual's ideas and behavior of the "Q methodology". To this end, This research is targeted at Chinese students in the students' learning attitude implemented by 4 types and analyzes questionnaires of each type. The analysis results are categorized as the type of learning environment is not satisfied; positively cooperate with the learning process and the environment; the lack of learning motivation; and paradoxical learning state. As a result of this discussion, Chinese students should have clear motivation to learn new things; improve their korean language ability; and need to know their clear learning methods. Nowadays, more and more Chinese students are choosing study abroad. Therefore, the learning attitudes and learning abilities as two of the most important of focus from society.

• Journal of Hospice and Palliative Care
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• v.13 no.2
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• pp.81-88
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• 2010

Purpose: This study was conducted to study the attitude of Korean lawyers toward withdrawal of life sustaining treatment, and compare and analyze different types of their attitudes. Methods: Research design of this project was Q methodology approach. The study population was 24 lawyers, aged from 32 to 69 years. Q sample to investigate the attitude of the lawyers toward withdrawal of life sustaining treatment included 34 statements obtained from literatures, TV debate, and depth interviews of 5 lawyers among the lawyers included. After listening to the purpose and method of the study, the 24 lawyers agreed to fill out a survey asking sociodemographic information, and the information was distributed in 9 scale Q-sample. Results: The collected data were processed through QUANL PC program and sorted into 5 types as follows: The first type was 'Choosing to withdraw life sustaining treatment', the second 'Withholding life sustaining treatment' regardless of the cost, the third is neutral type that claims that humans have the right to decide the death and life, and demands the proper legalization to protect such rights, the fourth type agrees to withdrawal of life sustaining treatment, nevertheless, admits that one has a rigt to withhold one's own life treatment, categorized as self contradiction type. The fifth type believed that 'Life and death are providential' with the faith, therefore, such authority to decide life and death belongs to God, but not human beings. Conclusion: In conclusion, the lawyer's attitudes toward withdrawal of life sustaining treatment were grouped into five different types as follows: 'Choosing to withdraw life sustaining treatment', 'Withholding life sustaining treatment', 'Demanding legalization', 'Self contradiction type', and 'Life and death are providential'.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.37-46
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• 2018

This study investigated the differences of message effect by product types and placement types of webtoon PPL(Product Placement). The study have tried to find effective webtoon PPL type and product type to minimized consumers' advertising avoidance. For analysis, two-way between subject design was produced by product types(utilitarian and hedonic product) and webtoon PPL placdement types(image, insert, and combination type). In results, there was a difference by PPL placement types for brand attitude. In special, the insert type had highly positive brad attitude. For webtoon contents, highly positive attitude was discovered in the cases of the hedonic product and the insert type of webtoon PPL.

• Journal of the Korea Convergence Society
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• v.10 no.2
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• pp.125-131
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• 2019

The purpose of this study is to investigate the relationship between attitude, purchase intention, and intention to share content and brand intention according to Influencer contents and branded content types. The results of this study are as follows: First, beauty products have a positive effect on the content intention and purchase intention as well as the sharing intention as compared to the branded contents. Second, V-commerce of innovative products showed that the branded content was more positive than the influencer content, but the purchase intention was lower. In addition, the content of sharing is higher than that of branded content. Third, the sharing intention was more positive than the beauty product, and the influencer content was higher than the branded content. The purpose of this study is to examine the attitude, purchasing intention, and sharing intention of beauty products and innovative products, which are most frequently used and most interested in users, to examine the content strategy of V-Commerce.