• The Korean Journal of Franchise Management
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• v.12 no.3
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• pp.47-58
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• 2021

Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

• Journal of the Korean Society of Systems Engineering
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• v.20 no.1
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• pp.50-63
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• 2024

This study analyzed the relationships between positive attitude, leisure attitude, and leisure satisfaction among university students participating in a leisure activity support education program using the metaverse. The results are as follows. First, positive attitude was found to have a significant impact on leisure attitude. Perspective diversification influenced the cognitive and emotional factors of leisure attitude, self-acceptance influenced the emotional factor, and social adaptation influenced both the cognitive and emotional factors. Second, leisure attitude was found to have a significant impact on leisure satisfaction. Cognitive and emotional attitudes influenced all factors of leisure satisfaction, while behavioral attitude primarily influenced the relaxation factor. Third, positive attitude was found to have a significant impact on psychological, social, relaxation, and physiological factors of leisure satisfaction. Perspective diversification and self-acceptance played important roles, while social adaptation influenced all factors of leisure satisfaction. These findings provide important implications for the curriculum design of leisure activity support education programs using the metaverse for university students, focusing on enhancing positive attitude. The metaverse environment offers experiences similar to real-life interactions, which can contribute to enhancing participants' positive attitude and improving their leisure satisfaction. Program design should include elements that enhance participants' self-acceptance and social adaptation abilities, as well as focus on improving self-regulation skills. Through this, university students can enrich their leisure experiences, ultimately contributing to improving their overall quality of life.

• Korean Journal of Child Studies
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• v.37 no.1
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• pp.83-94
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• 2016

Objective: This study investigated how family cohesion influences adolescents' positive attitude formation and their happiness as classified into hedonistic happiness and eudaimonistic happiness. We also examined whether adolescents' positive attitude functions as a mediator between family cohesion and the two kinds of happiness. Particularly, positive attitude consists of three subfactors: positive perspective, self-positivity, and social positivity. This study focused on exploring which subfactor primarily plays a mediating role. Methods: A total of 320 middle school students participated in the present study. Results and Conclusion: The findings of the study are as follows: first, positive attitude was shown to function as a mediator between family cohesion and two kinds of happiness. Second, through an analysis of multiple mediation, self-positivity and social positivity were found to be mediators between family cohesion and hedonistic happiness. However, positive perspective and self-positivity were revealed to serve as mediators between family cohesion and eudaimonistic happiness. Only self-positivity, being considered as a core construct of positive attitude, turned out to be a common mediator between family cohesion and the two kinds of happiness.

• Journal of Agricultural Extension & Community Development
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• v.9 no.1
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• pp.75-86
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• 2002

The objectives of this study were to analyze student's nature experience and to identify relationship between nature experience and environmental attitude. This study was conducted by review of literature and mailed survey. The data were collected from purposive sampled university students. Major findings of the study were as follows; 1)The female students had more positive environmental attitude than male, and senior students had more positive environmental attitude than junior students 2)Youth from rural area showed more positive environmental attitude than those of urban area 3)The degree of nature experience was related positively with environmental attitude.

• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.301-314
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• 2016

The purpose of this study was to determine the gender differences in the relationships between knowledge of, attachment with, and attitude toward a parent brand and perceived risk of, attitude toward, and purchase intension of an extended product in the case of brand extension. A total of 300 survey questionnaires were distributed to 150 male and 150 female college students, and 275 responses were used for the final analysis. The results showed that for male college students, knowledge of the parent brand had a positive relationship with brand attachment with the parent brand, which in turn had a positive relationship with brand attitude toward the parent brand. Knowledge of the parent brand had a negative relationship with perceived risk of the extended product, which again had a negative relationship with attitude toward the extended product. In addition, for male college students, knowledge of the parent brand had a positive relationship with attitude toward the extended product, which also had a positive relationship with purchase intension of the extended product. For female college students, brand attachment with the parent brand had a positive relationship with brand attitude toward the parent brand, which also had a positive relationship with attitude toward the extended product. Brand attachment with the parent brand showed a negative relationship with perceived risk of the extended product, which also had a negative relationship with attitude toward the extended product.

• Journal of Korean Academy of Nursing Administration
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• v.1 no.2
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• pp.325-337
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• 1995

This study attempted to increase quality of nursing care by assessing the nurses' attitudes for computerization in nursing practice and ensuring right recognition and attitude for computerized system. Study subjects are 311 nurses who are working at 4 general hospitals. Those hospitals are selected according to the degree of computerized in Kyoung In Province. Study instrument consists of 20 items and 12 general questionnaire which was developed by Brodt and Stronge(1985) and modified by Lee(1991). Data collection was done from april 19th in 1995 to april 29th. Data gathered were analized number, t-test, ANOVA by using SPSS. The study results are as follows : 1. Study subject's attitude for computer application showed positive response as mean score of 3.44 especially nurses who had experience using computer showed 100% pro-response. 2. Study subject's attitude by age was significant statistically(F=3.9589, p=.0038), among them age 25-30 revealed the highest positive scores, and age 40 showed the lowest positive scores. 3. Study subject's attitude by education level showed no significant difference(F=1.4182, 2437), and those who are more educated showed more positive response. 4. Study subject's attitude by duty years showed no significant difference(F=2.2648, p=.0622), and those who had 7- 9 duty years had the highest positive attitude however those who have 10 duty years showed lowest positive attitude. 5. Study subject's attitude by position revealed no significant difference(F=2.0017, p=.1369), and the charge nurse groups who were using computer showed the highest scores. 6. Study subject's attitude by computerized type showed significant difference(F=23.9665, p=.0000), and G hospital which had computer system in nursing area obtained the highest positive scores. 7. study subject's attitude by presence of computer education showed no significant differenec(F=.9002, P=.3435), and non computer educated groups showed the highest positive response. 8. Study subject's attitude by computer education place revealed no significant difference(F=4.3723, p=.0020). and the groups who were taught individually or in the institution obtained the highest positive scores. 9. Study subject's attitude by duty year computer use showed no significant response(F=.9591, P=.3282), and groups of computer use showed the high degree of positive response. 10. Study subject's attitude by duty year using computer showed significant difference(F=5.9174, p=.0009),and the groups using computer for 6 years or group of 4-6 years showed the highest degree of positive response and the groups using computer for 1 year showed the lowest degree of positive response.

• Journal of the Korean Home Economics Association
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• v.40 no.1
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• pp.1-21
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• 2002

The purposes of this study is to classify retiree's job, leisure, and family attitude; to identify the characteristics of each attitude types; and to examine the retirement adaptation level of each attitude type. The major findings of the study are as follows: First, four attitude types can be categorized: 'the job involved attitude type', 'the total positive attitude type', 'the leisure positive attitude type', and 'the total negative attitude type'. Second, the result of the discriminant analysis shows that 'the job-family experience before retirement and number of unmarried children' element was the most crucial in classifying the retiree's attitude. And 'the retirement reception and individual resource element' was in orders of discrimination power Third, 'the total positive attitude type' is the highest level of retirement adaptation.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.827-839
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• 2021

The aim of the study was to examine the effect of trust, awareness, attitude, subjective norms, and behavioural control on intention and examine the mediating role of trust in the relationship between awareness and attitude. The population was Muslims in Bali Province, with a sample of 150 respondents. Quantitative analysis is used based on multivariate analysis using the SEM model with a variance-based PLS. The results are as follows: (1) knowledge has a significant positive effect on attitude. (2) Awareness has no significant effect on attitude. (3) Awareness has a significant positive effect on trust. (4) Trust has a significant positive effect on attitude. (5) Attitude has no significant effect on intention. (6) Subjective norm has a significant positive effect on intention. (7) Behaviour control has a significant positive effect on intention. (8) The role of trust is a conscious mediation that impacts attitude. The study provides insight into Islamic bank managers to meet prospective customers' expectations and identify their intention to become customers through managing trust, awareness, attitude, subjective norms, behavioural control, and intention in one unified whole as internal resource. This study enriches empirical evidence on the Theory of Planned Behaviour, which examines knowledge, awareness, and belief.

• The Korean Journal of Franchise Management
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• v.12 no.1
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• pp.45-55
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• 2021

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence's effects on raising perceived consumer's emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.640-653
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• 2014

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.