• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.642-657
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• 2022

The fourth industrial revolution became a decisive opportunity to increase our dependence on non-face-to-face services. Therefore, this study tried to derive a new strategic plan for non-face-to-face marketing by discussing the short-form branded content currently in the spotlight among the digital native generation. In particular, focusing on the phenomenon of co-viewing, where short-form branded content is viewed and communicated on social media, how exposure type of branded content affect attitudes toward short-form branded content and the products it contains verified. In addition, this research presents the perceived sense of belonging as a mediating variable. It was confirmed through an experiment whether the sense of belonging perceived by consumers during the co-viewing process significantly mediated the relationship between the exposure types and consumer attitudes. As a result of the study, it was found that the exposure type significantly affected the attitude towards the contents and the products contained in them. Furthermore, the perceived sense of belonging was also significant as a mediating variable.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.209-220
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• 2021

The purpose of this study is to examine the effect of donation campaigns ambassador model in non-profit organizations. To analyze the research hypothesis, the independent variables (high awareness-high expertise, high awareness-low expertise, low awareness-expertise, low awareness-low expertise) and the dependent variables (source credibility, message credibility, attitude toward the organization, and donation intention) were measured. Interaction effect was found on the source credibility, message credibility, and donation intention. The interaction effect showed that public perceived positively if the ambassador has high cognition level on the condition of low expertise. However, the attitude toward the organization according to the PR ambassador type was not significant. The study suggested that the non profit organization would better use the ambassador of high cognition rather than expertise.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.384-393
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• 2017

The purpose of this study was to find out the subjective cognition-patterns of school aged children with borderline intelligence function to the School using Q Methodology. Q-sample was included 21 statements obtained from literatures and in-depth interviews with 4 specialist & 4 children with borderline intelligence function. P-sample was consisted through the consent of 18 children with borderline intelligence function and their parents. The 21 selected Q-statements were classified into a normal distribution using a 5 point scale. The collected data analyzed using a Quanl PC program. This study found out two subjective cognition-patterns of school aged children with borderline intelligence function to the school. Two types were 'participatory & dependent type', and 'onlooking & atrophic type'. This research finding can be used to make clear understanding on diverse voices of school aged children with borderline intelligence function to the School. And this result will attribute to mediations of educational welfare practice for maintaining a safe & healthy learning environment.

• KIPS Transactions on Software and Data Engineering
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• v.2 no.4
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• pp.291-302
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• 2013

Signage can be defined as the media device that provides specific information to many unspecified users in public places. Recently applied context-aware technology, signage provides personal on-demand information services in a way that can continue to evolve. The purpose of this study is to analyze characteristics of types which users identify signage on the perceptions and attitudes about consideration of the perspective of the experts in the fields. The research is carried out by applying Q methodology with in-depth interview. First, interviews are conducted to determine the perceptions and attitudes of experts and practitioners on signage. Thereafter users' perceptions and attitudes toward signage are classified by each types using Q methodology. The first type is named as 'signage as smart media', the second type is named as 'signage as passive media', and the third type is named as 'signage as interactive media' is named. The results of this study will be useful guidelines for conducting further academic researches and R&D.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.19-34
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• 2021

The aim of this study is verifying the effects of chatbot's error types and structures of error message on attitude, behavior intention towards the chatbot and perceived usability of the chatbot. The error types of chatbot are divided into 'experience' error and 'agency' error, which set different expectancy level, according to mind perception theory. The structures of error message were either unstructured condition composed of error specification only or structured condition composed of apology, explanation and willingness of improvement. It was found that score of perceived usability was higher in experience error condition than agency error condition. Also, all three scores of dependent variables were higher in structured error message condition than unstructured error message condition. Furthermore, expectation gap of experience didn't predict the dependent variables but expectation gap of agency predicted all three dependent variables. Finally, the tendency of interaction effect between the error type and the structure of the error message on expectation gap of agency was observed. This study confirmed the mitigating effect of structured error messages and the possibility that these effects may vary by the type of error. The result is expected to be applicable to design of error coping strategies that enhance user experience.

• Asia Marketing Journal
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• v.2 no.3
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• pp.44-63
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• 2000

경영관리의 초점이 생산중심에서 마케팅중심 그리고 서비스중심으로 급격히 변화하면서 서비스 경쟁이 중요한 생존무기가 되고 있다. 차별화의 수단으로 서비스의 중요성이 강조되면서 여러 가지 서비스 속성 중에서 서비스 품질에 관한 연구가 활발히 진행되어 왔다. 그러나 서비스 품질을 구성하는 차원을 밝히려는 연구는 많았던데 비해 서비스 품질이 소비자의 태도와 재이용 의도에 어떠한 영향을 미치는가에 관한 연구는 거의 이루어지지 않았다. 본 연구에서는 지각된 서비스 품질을 구성하는 여러 차원들이 소비자의 태도에 어떠한 영향을 주며, 태도는 소비자의 재이용 의도에 어떠한 영향을 주는가를 알아보았다. 자료는 소매점 이용자를 대상으로 수집되었으며 소매점 서비스에 관한 인과관계 모형을 통하여 분석되었다. 연구 결과 기능적 품질에 속하는 신뢰성 차원과 기술적 품질에 속하는 유형설비 차원이 소비자의 태도에 긍정적인 영향을 미치는 것으로 나타났다. 기술적 품질로 볼 수 있는 가격(비용) 차원은 예상대로 부정적인 영향을 주는 것으로 나타났다. 반면에 기능적 품질에 속하는 감정배려는 통계적으로 유의적인 영향을 미치지 못하는 것으로 나타났다. 한편 서비스 품질을 통해 형성된 소비자 태도는 소매점 재이용 의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 추가적으로 소매점을 특성에 따라 몇 개의 범주로 분류하고 인과관계 모형의 영향 관계가 어떻게 달라지는가를 분석하였다. 분석결과 대형 할인소매점, 백화점, 주거지역 인근의 소매점들에서 상당한 차이를 발견하였다. 즉, 태도와 재이용 의도 사이의 긍정적인 영향관계는 소매점 유형에 관계없이 나타났으나 태도에 영향을 주는 서비스 품질 차원은 매우 다르게 나타났다. 이는 차별화 지표로 서비스 품질을 사용할 경우에 서비스 관리자들이 어떠한 전략을 선택해야 하는가에 관하여 시사하는 바가 크다. 아울러 동일범주의 서비스 산업이더라도, 서비스의 특성에 따라 서비스 품질을 구성하는 중요한 차원을 규명하기 위한 추가 연구의 필요성을 제기한다.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.621-630
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• 2013

This study, after education for nursing students through texts on hand washing, PPT materials and practices, will investigated the types of the subjects' attitude toward hand washing and attempt to provide basic data needed for nursing education and nursing practice program. As the methods of this research, Q methodology was applied, and 20 sophomores in the Department of Nursing Science as P-sample from October 8, 2012 to October 15, 2012 were asked to distribute Q-sample of 9-point Q-sample distribution, and the collected data were processed with principal factor analysis method by the PC QUANL program. As a result of the research, their attitude toward hand washing was classified into 3 types. The three factors extracted all had eigenvalues greater than 1.0 and explained approximately 56.67% of the variation in responses 40.41%, 10.14% and 6.11% respectively. Type 1 was the ones with the increased number of hand washing; Type 2 was the ones who recognize the need of hand washing education; and Type 3 was the ones who dry hands after washing. In conclusion, the significance of the classification of the types of the attitude after the hand washing education is that with the development of programmes of nursing education and nursing practice, individualized intervention strategies should be differently provided.

• Korean Journal of Social Welfare
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• v.61 no.2
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• pp.215-246
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• 2009

This study examined the perceptions of and attitude towards mixed-race and investigated the factors affecting them and their influence on discriminative behavior. For the study, a survey was conducted with residents residing in Seoul and its suburb. The results showed that the perceptions of and attitudes towards mixed-race, generally, were not so negative and positive in all three types of mixed-race, Caucasian-korean, Asian-korean, and African-korean. In addition, the perceptions of and attitudes toward mixed-race were partly different by the type of mixed race. That is, there were more positive perceptions of and more favorable attitudes towards the Caucasian-korean in Asian-korean and African-korean, and there were less positive perceptions of and less favorable attitudes towards Asian-korean than in African-korean. With regard to the factors affecting the perceptions and attitudes, racism was a factor affecting commonly the perception of and attitudes towards all types of mixed-race. The attitudes towards mixed-race had an influence on the discriminative behavior in all types of mixed-race, and, only in the African-korean, the perception of mixed race affected the discriminative behavior. These results suggest insights for what efforts should be made to improve mixed-race's welfare.

• Management & Information Systems Review
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• v.31 no.4
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• pp.639-661
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• 2012

The purpose of the paper is to examine sidedness effects of comparative advertising and moderating roles of the emotions of customer and product type. To test the research hypotheses, this study conducted experimental designs. One hundred ninety-two undergraduate students were assigned to one of the four experimental groups. Comparative Advertising message type and product type were manipulated as between-subject factors. There was a surprising event situation(free gift event) when participants came to laboratory for experiment, which is for the emotion manipulation. If a participant in a positive emotion group, he or she gets a free gift. The data demonstrate that comparative message type have a significant effect on both attitude toward the advertising and acceptance intention. In addition, consumers' emotion and product type play a significant moderating role between the message types and the dependent variables. The results of this study contribute to the literature as a new attempt to examine the sidedness effect of the comparative advertising message. We suggested that message types and consumer's emotion is one of very important aspects for a comparative advertising and marketers should consider people's emotion when they release a comparative advertising, which can help when marketers make their strategy for a comparative advertising.