• The Journal of Fisheries Business Administration
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• v.42 no.1
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• pp.97-112
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• 2011

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer's carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food's safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand's importance is increased, but there lack few researches dealing how current consumer's attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand's influence on the consumer's attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand's popularity, its image, and its recognized quality could effect on the consumer's attitude and purchase intention. As the result, it was appeared that a seafood brand's popularity didn't directly effect on the consumer's purchase intention, but indirectly influenced through the consumer's attitude as a parameter. From this result, improving a seafood brand's popularity needs some time to form the consumer's positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a product's original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood's branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.

• Hwankyungkyoyuk
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• v.20 no.2
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• pp.67-77
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• 2007

The purpose of this study is to investigate the change in ecological footprint made by the eco-friendly consumer education program, and ultimately, to help the high school students, future consumers, have eco-friendly attitude. This study will be contributed to helping them to understand the importance of the eco-friendly consumption and the seriousness of the environmental problems arising from their bad consumption habit, to get interested in the environmental problems in daily lives, and to reduce the ecological footprint through the eco-friendly habit acquired when young. This study is designed to have 60 high school students experience the eco-friendly consumer education program for 10 months and compare the levels of each ecological footprint though two different Questionnaires in five sections: housing, food, transportation, purchase, and waste. The program used in this research consists of three parts: eco-friendly attitude education for consumers, eco-friendly citizen education for consumers, and eco-friendly resource management education for consumers. The data are analyzed by SPSS Window 10.0 program. The findings are as follows: First. The eco-friendly consumer education is more likely to help the students develop critical thought and eco-friendly attitude, unlike the economy-related consumer education. Second. The level of ecological footprint is significantly decreased in the group with the eco-friendly consumer education program. compared to the group without it. Third. Experiencing the eco-friendly consumer education program helps the students have the positive attitude on ecology and lead an environmentally sustainable consumer life. The results show that eco-friendly consumer education can make a contribution to raising the good citizens who have eco-friendly attitude and behavior, lead sustainable consumer life, and try to reduce the level of ecological footprint.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.7
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• pp.3102-3111
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• 2012

This study was conducted in order to investigate the contraceptive knowledge, contraceptive attitude and the relationship of the two variables of female nursing students of a college. In this study, 254 female nursing college students by a convenience sample method were studied. Data were collected from October, 17 to November, 11, 2011 and analysed using SPSS/PC Win 12.0 program. Results: The contraceptive knowledge of the subjects significantly differed according to the grade, school record, premarital sexual intercourse, premarital residence, experience of hugging, kissing, and petting. The contraceptive attitude of the subjects significantly differed according to contraceptive education at home, experience of hugging, kissing, and petting. Contraceptive knowledge and contraceptive attitude showed significant positive relationship. The factors influencing contraceptive knowledge were grade, school record, opinion on premarital cohabitation, and the experience of petting. The factors influencing contraceptive attitude were the experience of hugging and contraceptive education at home. College should provide nursing students adequate contraceptive education program according to their general and sexual behavior characteristics.

• Journal of Digital Convergence
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• v.14 no.4
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• pp.185-192
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• 2016

The purpose of this paper is to examine the relationships among consumer lifestyle, brand attitude, brand attachment, and behavior pattern. Sampling with consumers who experienced eating out in regional catering companies as a population was done and the survey was conducted targeting consumers of catering companies in Gwangju. Therefore, it analyzed the sample by setting hypotheses and research model according to the research objective. First, as for the relationship between lifestyle and brand attitude, the lifestyle as a personal inclination formed a significant relationship with brand attitude the characteristics of which are recognition, convenience, and familiar features regardless of the type of lifestyle. Second, consumer lifestyle in types of reality seeking, value-oriented, and fashion-pursuing formed a significant relationships with brand attachment in order of mention, whereas social oriented type did not form a significant relationship. Third, the relationship between consumer brand attitude and brand loyalty formed a significant relation with the relationship between consumer brand attachment and brand loyalty.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.708-718
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• 2010

This study was conducted to examine the effects of a healthy dietary life and purchase of environmental-friendly food materials according to a mother's lifestyles of health and sustainability (LOHAS) attitudes. The subjects consisted of 295 mothers. The findings are summarized as follows. The mother's LOHAS attitude index averaged 3.39 points out of 5 points. High LOHAS attitude items were "I participate actively in separating the trash collection" (4.16 points), and "I recycle dresses that I do not wear by taking them to the recycling center" (4.08 points). In contrast, LOHAS attitude items for "I do community service activity on the weekend" (2.57 points), and "I try to serve in the local community" (2.63 points) scored very low. A high LOHAS behavior index occurred for mothers who were "resource saving", whereas "social welfare" scored low. Mother's intention to purchase environmental-friendly food materials averaged 3.61 points. Mother's health dietary life attitude score averaged 3.52 points. When age, monthly income, and the environmental-friendly food materials purchase ratio of the mother was high, the health dietary life performance was high. The LOHAS attitude index of mothers had an impact on the purchase intention of environmental-friendly food materials in resource saving and environmental-friendly oriented propensity groups. The LOHAS attitude index of mothers impacted healthy dietary life in environmental-friendly, family and health oriented propensity groups.

• Journal of Korean Academy of Nursing Administration
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• v.22 no.3
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• pp.230-238
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• 2016

Purpose: The purpose of this study was to investigate predictors of nurses' patient safety behavior during inter-hospital transfer. The study was based on the Theory of Planned Behavior (TPB). Methods: A descriptive survey design was used. Data were collected with a self-administrated 39-item questionnaire completed by 111 nurses from a university hospital in Seoul, South Korea. The questionnaire was developed based on the Theory of Planned Behavior (TPB) guideline and included measure of self-reported past patient safety behaviors, intentions, attitudes, subjective norms and perceived behavioral controls. Ethical approval was granted by the hospital review board. Hierarchical regression analyses were carried out. Results: The average score of patient safety behavior was $4.21{\pm}0.63$ (5 point scale). The TPB variables explained 49.9%of the variance in patient safety behavior. Intention and subjective norm were the most significant predictors of nurses' patient safety behavior. Attitude was related to nurses' patient safety behavior. Conclusion: TPB variables predicted the nurses' patient safety behavior during inter-hospital transfer of patients except for perceived behavioral controls. The results of this study suggest that better strategies for subjective norms and intentions related to patient safety behavior will be helpful in safety culture reform.

• Journal of the Korean Institute of Landscape Architecture
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• v.25 no.4
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• pp.18-29
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• 1998

This study was carried out to test the theory of planned behavior in recreational choices behavior. Lotte World was chosen as study area, and college students were selected by nonprobability sampling for two waves of data collection. The first wave of data were collected one weeks into the spring semester : intention, attitude, subjective norm, and perceived behavioral control were measured. To collect the data of the second wave, the same resondents were asked their behavior, one week data of the second wave, the same respondents were asked their behavior , one week prior to the final examination : whether they visited the Lotte World or not. Polychoric correlation among variables were calculated by the PRELIS because behavior was nominal variable. Then, weighted least square method was utilized to calibrate structural equation model by the LISREL version 7.2. Structural link effect on intention among three determinants : the direct effect on intention was 0.421 and the indirect effect via intention on behavior was 0.145, respectively. However, its effect on behavior was insignificant because actual control over 'visiting of Lotte World' was relatively high. A few comments were sugested on data collection, and inclusion of new variables was discussed for the sufficiency f the theory of planned behavior.

• Korean Journal of Adult Nursing
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• v.26 no.3
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• pp.320-329
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• 2014

Purpose: The purpose of this study was to analyze the effect of sexual attitude among the elderly to their sexual life while exploring the moderating effect of general characteristics in the relationship between sexual attitude and sexual life. Methods: A descriptive research design was used. The subjects were 322 married elderly from four silver centers in Seoul and Gangwon-do. Aging Sexuality Attitude Scale developed by White (1982) was used to examine sexual life status and general characteristics of the subjects (gender, age, academic background, religion, economic status, and residential type). For data analysis, ${\chi}^2$-test, t-test, and ANOVA were conducted. Since the dependent variable of sexual life is a binary variable, hierarchical logistic regression was implemented. Results: There were 180 people (55.9%) who had a sexual life. Depending on gender (${\chi}^2$=35.03, p<.001), academic background (${\chi}^2$=29.45, p<.001), and economic status (${\chi}^2$=7.36, p=.025), the subjects showed significant difference in terms of sexual life. Regarding sexual attitude, the subjects showed significant difference depending on gender (t=-5.47, p<.001), age (t=-2.31, p=.021), academic background (t=5.16, p<.001), economic status (F=3.17, p=.043), and sexual life status (t=4.99, p<.001). Conclusion: It is important to devise the sex education program in consideration of gender, age, and academic background that showed moderating effects.

• Management & Information Systems Review
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• v.22
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• pp.85-115
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• 2007

Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

• Journal of Korea Game Society
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• v.21 no.2
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• pp.89-98
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• 2021

This study investigated the link between esports spectators and their tourism intention using value-attitude-behaviour hierachy(VAB) and co-branding. We've conducted a survey on Chinese who had a direct spectator experience on esports. Using a total of 311 samples, this study found that the link between the attitude of esports shows a positive effect on the tourism intention of the venue. Also, esports attributes have a positive relationship with the attitude of the venue.