• Asia-Pacific Journal of Business
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• v.10 no.1
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• pp.73-86
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• 2019

Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopl's daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of "continuous and stable development of the WeChat platform", and it is expected that marketing development plans of various social platforms will provide basic materials.

• Journal of Korea Multimedia Society
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• v.25 no.4
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• pp.628-639
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• 2022

Starting from the content types of video advertisements produced by social media users, this paper conducts a comparative study on the information and entertainment video advertising effects of the same product, to help video producers achieve better advertising effects when facing different products. Experimental results show that. In Garment, the information is higher than that of entertainment in terms of advertising cognition. In terms of advertising attitude and purchase intention, the entertainment is higher than that of information; in food, the entertainment is higher than that of information in terms of advertising cognition, advertising attitude, and purchase intention; in household items, the entertainment is higher than that of information; in terms of advertising cognition and purchase intention, the information is higher than that of entertainment; in terms of advertising attitude, the entertainment is higher than that of information; in cosmetics, the information is higher than that of entertainment in terms of advertising cognition; in terms of advertising attitude and purchase intention, the entertainment is higher than that of the information; in digital accessories, the information is higher than that of the entertainment in terms of advertising cognition, advertising attitude and purchase intention.

• 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.

• Korean journal of communication and information
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• v.61
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• pp.74-97
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• 2013

Asia is developing rapidly in 21st century. Human and material exchanges between Korea and Asian countries have greatly increased. Korea entered the multicultural society. It became important for Korean people to understand Asia more correctively. Korean media can play a key role for this. In this point, I analyzed 1786 news contents reported in 2011 by four Korean newspapers(Chosun Ilbo, Dong-A Ilbo, Hankyoreh newspaper, Kyungh Kyunghyang Daily News), to see differences of Asia and West news aspect and its reason, focusing on news topic, amount of news, news tone and foreign media sources. In amount of news, the percent of West(54.3%) was higher than that of Asia news(45.7%). In news tone, negative news were the most in Asia news, but the least in West news. Korean newspaper showed more positive attitude to West than Asia. 1786 news were classified into seven topics(morality and justice, politics, economics and science, society, diplomacy and national defense, human interest, people). In news amount of seven topics, Korean newspapers reported hard news like morality and justice more than soft news like human interest about Asia. However they reported many soft news about West besides hard news. In news topics and tone, hard news showed negative tone most and soft news showed neutral or positive tone most. As a result, Korean news showed the negative attitude to Asia and the positive to West. Among five main sources(media, government, private organization, individual and material), only media source affected the differences of news attitude to Asia and West. Asia media source took the more positive attitude to Asia than West. West media took the negative attitude to Asia most and the neutral attitude to West most. Korean newspapers used West media as main sources in the news of all areas except East Asia. As a result, Korean newspapers showed the West-centered-attitude and reported the negative news more than neutral and positive about Asia. It was suggested that Korean newspapers had better increase Asia news in diverse spheres by the direct reporting of the correspondent and the more use of Asia media through the internet.

• Journal of Industrial Convergence
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• v.21 no.12
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• pp.25-35
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• 2023

The purpose of this study was to investigate the influences of high school students' sexual media literacy awareness and sexual attitude on their gender sensitivity. The subjects of this study were 120 high school students in the city of D, all of who voluntarily agreed to participate in the study. Data were collected from November 28 to December 15, 2022. and analyzed using descriptive statistics, t-test, ANOVA, Pearson's correlation coefficient, and hierarchical regression analysis methods using the SPSS 22.0 program. As a result of the study, the influential factors of gender sensitivity were sexual attitude (β=-.317, p<.001), education level of father (β=.305, p<.001), gender (β=.262, p=.001), source of sexual knowledge (β=-.252, p=.001) and awareness of sexual media literacy (β=-.143, p=.045). This study is significant in that it presents academical, practical, and policy recommendation to increase gender sensitivity, which is considered an essential competency in a future society where diversity is emphasized.

• Journal of The Korean Association For Science Education
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• v.19 no.2
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• pp.275-292
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• 1999

This study aimed to explore the saliences of formal school science and their influences on the attitude toward science communication through mass media. Saliences of school science are salient memories of school science which a perciever attends to selectively among various aspects of formal school science. Among saliences. external saliences refer to the sensory aspects of formal school science. and internal saliences refer to the observers' cognition. Attitude toward science communication through mass media constitute six scales; exposure. cognition. focus. belief. self perception of understanding. application. The questionnaire were developed and sample was selected by multi-stage stratified clustering. The sample size was 1,825. The data was analysed by correlation and multiple stepwise regression. Positive saliences were lab work and science teacher and negative saliences were lecture and exam/grade. According to the correlation and multiple stepwise regression analysis. saliences of the formal school science could account only a small part of the attitude toward science communication through mass media. Internal salieces could account the attitude toward science communication than external salience. Further studies on new models including attitude towards science are needed.

• Journal of Families and Better Life
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• v.34 no.1
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• pp.13-32
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• 2016

The goal of this study was to determine the effect of social responsibility characteristics and consumer attitude on consumer purchasing intention. And we used survey result data from 400 adults (200 males and 200 females) aged between 20 and 50 years for our research sample. Also, this study aims to look at the purchasing intention based on Fishbein's attitude model, in order to predict consumer purchasing behaviors on the products made by corporations that have good social responsibility. By using consumer consciousness of social responsibility and Consumer assessment on corporations' social responsibility, this study also intends to examine the ultimate effects on the intention. The following is a summary of the main results and suggestions. First, less than 30 percent of all consumers have experienced education on social responsibility, which is significantly low. Consumers' education experience had no effects on consumer purchasing intention. Consumers' education experience on social responsibility is surely related to purchasing intention, but gives no meaningful relations from the actual proof analysis, which is because of the problems of current consumer education programs. Government and official institutions, corporations, consumer groups should provide more educational opportunities than broadcast media, internet, school, and printed media. Second, according to the analysis result on Consumer consciousness of social responsibility, the assessment scores on social contribution and environmental protection are relatively lower than on consumer protection and energy resource saving. They tend to focus more on social responsibility related to individual interest rather than broader social responsibility as a member of society. Third, consumers have a positive attitude about corporation and its products made by corporations that have good social responsibility. Fourth, the most contributing factor on consumer purchasing intention is corporate consumer attitude. The next is product consumer attitude, Consumer consciousness of social responsibility, and Consumer assessment on corporations' social responsibility.

• Journal of Fashion Business
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• v.18 no.6
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• pp.1-18
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• 2014

The purpose of this study is to examine the influence of sociocultural attitudes toward appearance and narcissism on body stress. Questionnaires are being administered to 206 women in their 20's-50's living in Deagu and Kyunbook province. The Frequency, factor analysis, reliability analysis, correlation analysis, regression analysis, ANOVA, and Duncan-test are used for data analysis. Sociocultural attitudes toward appearance are categorized into media appearance internalization and social recognition of appearance. Narcissism factors are found to be leadership/privilege, ostentation, and superiority. Body stress is categorized into 4 factors: weight stress, skin aging stress, body dissatisfaction, and hair stress. Sociocultural attitudes toward appearance was related to the sub-variables of narcissism, and body stress. Media appearance internalization is the sun-variable of sociocultural attitudes toward appearance and has significant effects on weight stress, skin aging stress, and body dissatisfaction sub-variables for body stress. Ostentation, and superiority being the sub-variables of narcissism, have significant effects on weight stress, skin aging stress, body dissatisfaction, and hair stress, the sub-variables for body stress. Ages of women display distinctions between the sub-variables in sociocultural attitudes toward appearance such media appearance internalization, and in narcissism such leadership/privilege, ostentation, superiority, and body stress such weight stress, skin aging stress, body dissatisfaction, and hair stress. This result can be a necessary base line data for adult women's appearance management by examining the influence of the attitude toward the appearance developed from the relationship with people around body stress.

• Korean Journal of Human Ecology
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• v.20 no.3
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• pp.625-636
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• 2011

The purpose of this study was to investigate the effects of mass media and personal factors on attitudes towards plastic surgery and plastic surgery behavior. For this study the personal factors included concern for appearance, self-esteem, and body satisfaction. Subjects were 472 college students in Ulsan. The results showed that favorable attitudes towards plastic surgery were a little higher than the median, meaning that the respondents had a slightly positive attitude towards plastic surgery, and only 20% of the respondents had had an experience with plastic surgery. A multiple regression analysis was computed and indicated that a more positive attitudes towards plastic surgery was related to high levels of concern for appearance, more time watching TV, a higher household income, and being a female student, in terms of gender. The results of logit analysis indicated that a more positive attitude towards plastic surgery and being a female student related to a higher probability of having had plastic surgery.

• Journal of the Semiconductor & Display Technology
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• v.9 no.2
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• pp.41-47
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• 2010

In this paper we suggest an improvement upon the previous method of estimating a body's attitude. This paper presents a method that overcomes the shortcomings of previous studies. Applying the method of separating the acceleration of gravity component from the accelerometer's output improves the performance of the attitude estimation and extends the scope. In order to apply the method of the attitude estimation in an actively moving body, a new acceleration value containing the acceleration of gravity is calculated. This paper also proposes the method which minimizes the estimation error in estimating the moving body's attitude which is changing rapidly. Finally, this paper suggests a method that detects the gyroscope's drift and compensates for this drift using accelerometer. Applying the method improves the performance of the attitude estimation.