• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.721-735
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• 2011

This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.68-77
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• 2021

The purpose of this study is to The exhibition's service quality was divided into three factors: event content, publicity, and empathy. First, the exhibition's service quality had positive effects on visitors' perceived value and overall satisfaction. Visitors' perceived value also showed a positive effect on their overall satisfaction. Second, each of visitors' perceived value and overall satisfaction had positive effects on their loyalty. Third, in effect decomposition, the total effect of the exhibition's service quality on visitors' perceived value was largest, followed by the service quality's total effect on their overall satisfaction and the service quality's total effect on their loyalty in order. In addition, statistically significant total effects were found between visitors' perceived value and overall satisfaction, as well as between visitors' perceived value and loyalty. As a result, mediating effects such as visitors' overall satisfaction had a positive contribution. Accordingly, statistically significant effects were confirmed in the relationships between all endogenous and exogenous variables.

• Korean Management Science Review
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• v.19 no.2
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• pp.25-39
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• 2002

This study suggests a revised TAM (Technology Acceptance Model)-based performance evaluation model in MS (management science) education. Recently, many MS education programs are developed on the basis of computer and Internet communication technology. Previous researchers used TAM as an individual performance evaluation model, and proved that perceived usefulness and perceived ease of use are the substantive successful factors. This study provides a revised TAM-based conceptual framework for understanding what is involved in improving university MS education and what might be implied by conducting research on its improvement. It is argued in this research that three sets of forces and conditions have a direct and indirect impact on MS education ; first, each student has self efficacy and it is a critical determinant of behavior next, the use of Internet-based information system at MS education affects on the renewal of MS education : and finally, perceived usefulness and perceived ease of use have impacts on behavioral intention and actual system usage. This research concludes with suggestions for which direction this framework provides for future research on the premise and limits of efforts to renew MS education in university.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.253-264
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• 2021

The COVID-19 pandemic has imposed a number of restrictions on the lives of people and services, forcing them to adopt a "New Normal" way of living. Contactless technologies provide a mechanism to reduce the risk of infection, encouraging people to use touchless payment methods. The aim of this study is to develop an integrated framework based on the Health Belief Model and the Unified Theory of Acceptance and Use of Technology to justify the use of mobile payment during the COVID-19 pandemic in Vietnam. Based on a survey of 434 samples, the proposed conceptual model was empirically justified using structural equation modeling (SEM). This study found that performance expectancy, effort expectancy, enjoyment, perceived severity, and perceived susceptibility significantly and positively influenced behavioral intention of using contactless payment technologies. In addition, this study discovered that effort expectancy, perceived severity, and perceived susceptibility all have a positive impact on performance expectancy, while enjoyment triggered users' effort expectancy. By adding novel insights into the literature on the acceptance of technology during the pandemic, this study makes a major contribution to justifying how contactless payment technologies can reduce the risk of getting infected by COVID-19.

• The Journal of Economics, Marketing and Management
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• v.5 no.3
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• pp.21-29
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• 2017

This study was conducted to examine the effects of interactivity, entertainment and ease of use, which are positive characteristics of SNS, on SNS using satisfaction and using reluctant intention and the roles of perceived values and trust among users in the relationships among these variables, in order to find a clue to contribution to positive use and development of SNS. For this study, a survey was performed targeting normal people in Seoul and the metropolitan area and a total of 224 effective questionnaires were acquired. Then frequency analysis, descriptive statistic analysis, correlation analysis and structural equation path analysis were carried out. As a result of analysis, interactivity and ease of use increased SNS using satisfaction and decreased using reluctant intention via trust and users' perceived values respectively. The result of analyzing the modification model showed that interactivity and entertainment directly increased SNS using satisfaction. These findings imply that SNS providers fully need to reflect the needs of consumers for interactivity, entertainment and ease of use for improving consumers' perceived values and trust. It is also concluded that consumers can enjoy positive SNS activities by increasing trust with SNS users through a positive understanding of interactivity and participation.

• Journal of Korean Academy of Nursing
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• v.27 no.4
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• pp.796-806
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• 1997

The majority of studies on breastfeeding consists of descriptive correlational studies identifying the incidence and correlates of breastfeeding. The theory of planned behavior has been shown to yield great predictive power for behavioral goals over which individuals have only limited control such as improving school grades and weight loss. The purpose of this study was to test the "theory of planned behavior" in the prediction of breastfeeding of mothers who delivered vaginally, One hundred mothers who delivered vaginally in one general hospital in Seoul and one general hospital and three private hospitals in Taejeon participated in this study. The instruments used for data collection in this study were developed by the researchers following the guidelines suggested by Ajzen & Fishbein(1980) and Ajzen & Madden(1986). The instruments included measurement of attitude, subjective norm, perceived behavioral control and intention. The collected data were analyzed using descriptive statistics, Pearson product moment correlation, hierachical multiple regression and logistic regression. The results are as follows ; 1. Intention to breastfeed correlated significantly with attitude, subjective norm and perceived behavioral control. Both attitude and subjective norm did not make a significant contribution to the prediction of intention, but the addition of perceived behavioral control to the regression equation greatly improved the model's predictive power, increasing the R²from .05 to .52. 2. Intention to breastfeed alone had a significant predictive effect on actual breastfeeding, resulting in a regression coefficient of .16(X²=8 60, p<.01), but when perceived behavioral control was added to the equation, intention was not a significant predictive variable and only perceived behavioral control showed significant predictive power on actual breastfeeding, resulting in a regression coefficient of .12(X²=4.69, p<.05). In sum, breastfeeding behavior lent only partial support to the second version of the theory of planned behavior, and because perceived behavioral control had a strong effect on intention to breastfeed and actual breastfeeding, It would be desirable to develop nursing intervention programs which focus on strengthening the perceived behavioral control for the promotion of breastfeeding.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.885-896
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• 2020

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

• International Journal of Fuzzy Logic and Intelligent Systems
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• v.8 no.4
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• pp.239-247
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• 2008

In a resource-limited wireless communication environment, various approaches to meet the ever growing application requirements in an efficient and transparent manner, are being researched and developed. Amongst many approaches, cross layer technique is by far one of the significant contributions that has undoubtedly revolutionized the way conventional layered architecture is perceived. In this paper, we propose a Universal Cross Layer Framework based on vertical layer architecture. The primary contribution of this paper is the functional architecture of the vertical layer which is primarily responsible for cross layer interaction management and optimization. The second contribution is the use of optimization cycle that comprises awareness parameters collection, mapping, classification and the analysis phases. The third contribution of the paper is the decomposition of the parameters into local and global network perspective for opportunistic optimization. Finally, we have shown through simulations how parameters' variations can represent local and global views of the network and how we can set local and global thresholds to perform opportunistic optimization.

• Journal of dental hygiene science
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• v.7 no.2
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• pp.107-112
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• 2007

The purpose of this study was to investigate the job value type of dental hygiene students. The questionaire given to 823 dental hygiene students from three college in Gwangju and Chunnam Colleges. The results of this study were as follows: 1. dental hygiene students, job value type were divided 6 categories: Competency, Contribution, Achievement, Reward, status, stability. 2. The higher status was at c college and at good relationship group and more perceived bad health and at work experience group. 3. The higher was reward at c college and lower grade and at good relationship group and more perceived good health and at work experience group. 4. The higher was status at c college and lower grade and lower age and at work experience group. 5. The higher was competency at c college and at good relationship group and more perceived bad health and .at work experience group. 6. The higher was contribution lower grade and more perceived bad health and at work experience group. 7. The higher was achievement at c college and at good relationship group and more perceived good health group.

• Journal of the Korean Home Economics Association
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• v.43 no.2
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• pp.81-103
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• 2005

The main purpose of the research was to prove, in a practical sense, the relationship among perceived equity, role stress and life satisfaction of employed wives working in sales departments. The subjects were employed wives working in sales departments who have at least one child and a spouse, living in Seoul and the Metropolitan area. The final data analysis used 487 out of 668 questionnaires. Statistical analyses were carried out using SPSS/PC WIN which included frequencies, mean, percentages, Pearson's correlation, Cronbach's ${\alpha}$, factor analysis, multiple regression analysis. The findings of the study were as follows: 1) As their education level was low, the education level of their spouse was high, the communication level between couples was high, and the self-oriented perfectionism was low, their perceived emotional relationship was equal. As they were old, the communication level between couples was high, and the self-oriented perfectionism was low, their perceived position in sharing household chores was equal. On the other hand, as they were younger, the education level of their spouse was high, the reason for getting a job lay in supporting the family, and overtime hours worked, there was a higher level of role stress. 2) The influential variables which affect the life satisfaction, in order of importance, were communication level between couples, mother's role stress, age, non-financial reason of getting a job, and sharing household works. For relative contribution degree about life satisfaction, psychological variables among independent variables were revealed as the most influential ones. Thus, efficient communication between couples affected the life satisfaction to a great degree. Furthermore, the study proved that not only role stress variables but also perceived equity variables contributed to the life satisfaction.