• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.51-89
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• 2007

INTRODUCTION Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use 'Uses and Gratification Approach, and argue that members' usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers' responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members' commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows. H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities. H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities. METHODS Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean > 3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations. RESULTS In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported. Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitments to apparel brand communities. However, there were not significant moderate effects of apparel brand image on the relationships between interest-needs satisfaction and 3 types of commitments (emotional, continuous and normative commitments) to apparel brand communities. In addition, the influences of transaction-needs satisfaction on 2 types of commitments (continuous and normative commitments) were not significantly moderated by apparel brand image. Therefore, hypothesis 4, 5 and 6 were partially supported. To explain the moderating effects of apparel brand image, four cross-tabulated groups were made by averages of usage-needs satisfaction (interest-needs satisfaction avg. M=3.09, transaction-needs satisfaction avg. M=3.46, relationship-needs satisfaction M=1.62) and the average apparel brand image (M=3.75). The average scores of commitments in each classified group are presented in Tables and Figures. There were significant differences among four groups. As can be seen from the results of scheffe test on the tables, emotional commitment in community group with high brand image was higher than one in community group with low brand image when transaction-needs satisfaction was high. However, when transaction-needs satisfaction was low, there was not any difference between the community group with high brand image and community group with low brand image regarding emotional commitment to apparel brand communities. It means that emotional commitment didn't increase significantly without high satisfaction of transaction-needs, despite the high apparel brand image. In addition, when apparel brand image was low, increase in transaction-needs did not lead to the increase in emotional commitment. Therefore, the significant relationship between transaction-needs satisfaction and emotional commitment was found in only brand communities with high apparel brand image, and the moderating effect of apparel brand image on this relationship between two variables was found in the communities with high satisfaction of transaction-needs only. Statistics results showed that the level of emotional commitment is related to the satisfaction level of transaction-needs, while overall response is related to the level of apparel brand image. We also found that the role of apparel brand image as a moderating factor was limited by the level of transaction-needs satisfaction. In addition, relationship-needs satisfaction brought significant increase in emotional commitment in both community groups (high and low levels of brand image), and the effect of apparel brand image on emotional commitment was significant in both community groups (high and low levels of relationship-needs satisfaction). Especially, the effect of brand image was greater when the level of relationship-needs satisfaction was high. in contrast, increase in emotional commitment responding to increase in relationship-needs satisfaction was greater when apparel brand image is high. The significant influences of relationship-needs satisfaction on community commitments (continuous and normative commitments) were found regardless of apparel brand image(in both community groups with low and high brand image). However, the effects of apparel brand image on continuous and normative commitments were found in only community group with high satisfaction level of relationship-needs. In the case of communities with low satisfaction levels of relationship needs, apparel brand image marginally increases continuous and normative commitments. Therefore, we could not find the moderating effect of apparel brand image on the relationship between relationship-needs satisfaction and continuous and normative commitments in community groups with low satisfaction levels of relationship needs, CONCLUSIONS AND IMPLICATIONS From the results of this study, we draw several conclusions; First, the increases in usage-needs satisfactions through apparel brand communities result in the increases in commitments to apparel brand communities, wheres the degrees of such relationship depends on the level of apparel brand image. That is, apparel brand image is a moderating factor strengthening the relationship between usage-needs satisfaction and commitment to apparel brand communities. In addition, the effect of apparel brand image differs, depending on the level and types of community usage-needs satisfactions. Therefore, marketers of apparel brand companies must determine the appropriate usage-needs, depending on the type of commitment they wish to increase and the level of their apparel brand image, to promote member's commitments to apparel brand communities. Especially, relationship-needs satisfaction was very important factor for increasing emotional, continuous and normative commitments to communities. However the level of relationship-needs satisfaction was lower than interest-needs and transaction-needs. satisfaction. According to previous study on apparel brand communities, relationship-need satisfaction was strongly related to member's intention of participation in their communities. Therefore, marketers need to develope various strategies in order to increase the relationship- needs as well as interest and transaction needs. In addition, despite continuous commitment was higher than emotional and normative commitments, all types of commitments to apparel brand communities had scores lower than 3.0 that was mid point in 5-point scale. A Korean study reported that the level of members' commitment to apparel brand community influenced customers' identification with a brand and brand purchasing behavior. Therefore, marketers should try to increase members' usage-needs satisfaction and apparel brand image as the necessary conditions for bringing about community commitments. Second, marketers should understand that they should keep in mind that increasing the level of community usage needs (transaction and relationship) is most effective in raising commitment when the level of apparel brand image is high, and that increasing usage needs (transaction needs) satisfaction in communities with low brand image might not be as effective as anticipated. Therefore, apparel companies with desirable brand image such as luxury designer goods firms need to create formal online brand communities (as opposed to informal communities with rudimentary online contents) to satisfy transaction and relationship needs systematically. It will create brand equity through consumers' increased emotional, continuous and normative commitments. Even though apparel brand is very famous, emotional commitment to apparel brand communities cannot be easily increased without transaction-needs satisfaction. Therefore famous fashion brand companies should focus on developing various marketing strategies to increase transaction-needs satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.11
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• pp.1432-1443
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• 2005

The purpose of this study was to identify the relationship among the sub-dimensions of interaction and the relationship between interactions and needs satisfactions in the apparel brand online communities. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: The suggested structural equation model which showed the relationship between the interactions and needs satisfaction in communities were accepted($\chi^2=63.80/df.=48/p=0.06$, GFI=0.97, AGFI=0.95, RMR=0.045, NFI=0.93, AIC=123.80). The interaction of company-consumer hads a positive influence on the interaction of consumers-consumers(H1) and the interaction of consumers-consumers had a positive influence on the interaction of consumers-company(H2). The interaction among community members had a positive influence on the satisfaction of interest needs(H3), transaction needs(H4) and relationship needs(H5) in the community. The relationship needs satisfaction had a positive influence on the interaction of members to the company(H6). Therefore, marketers in apparel company should be fully aware of reciprocal influence among types of interaction when planning marketing programs to promote each type of interaction. Furthermore, they also have to plan marketing activities to manage effective interaction.

• Journal of the Korea Society of Computer and Information
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• v.23 no.12
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• pp.241-248
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• 2018

Recently, there have been calls for approaching from the irrationality point of view to better explain the privacy paradox phenomenon. This study is a kind of response to them. The aim of the study is to investigate how satisfying competence needs, one of basic psychological needs suggested in self-determination theory, affects irrational information disclosure decision (i.e., risk-benefit assessment). To do this, the study builds an irrationality-based model in which competence needs satisfaction affects both perceived risks negatively and perceived benefits (i.e., relationship building and maintenance), which in turn determine a level of self-disclosure. Based on the data from Facebook users which is collected by a large sample survey (N=1050), the study analyzes it using Mplus, a powerful structure equation modeling tool. The study results reveal that while the relationship between competence needs satisfaction and perceived relationship building and maintenance is statistically significant, the relationship between competence needs satisfaction and perceived risks insignificant. These findings imply that people who is in a high level of competence needs satisfaction is more likely to respond to some opportunities for social benefits and in turn disclose more information about self.

• Human Ecology Research
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• v.59 no.4
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• pp.569-580
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• 2021

The purpose of this study was to investigate the mediating effect of the satisfaction of basic psychological needs on the relationship between college students' parental attachment and college life adjustment. Participants comprised 235 college students enrolled in five universities located in the Gwangju and Jeonnam areas. To assess the mediating effects, correlation analysis and hierarchical regression analysis were performed using SPSS 25.0. The results were as follows: first, significant positive correlations were observed between parental attachment, satisfaction of basic psychological needs, and college life adjustment; second, satisfaction of basic psychological needs partially mediated the relationship between parental attachment and college life adjustment. This indicates that the satisfaction of basic psychological needs - such as autonomy, competence, and relatedness - is extremely important in enabling college students to adjust to college life.

• Journal of Fisheries and Marine Sciences Education
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• v.26 no.5
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• pp.1058-1074
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• 2014

The purpose of this study was to examine the relationship between psychological basic needs(autonomy, competence, relatedness) based on self-determination theory and career indecision of female college students. The participants of this study were 1,060 female college students in B city. To analyze data, cannonical correlation analysis was performed. The results of this study are as follows: First, the level of psychological basic needs was generally high among research participants and there were significant differences depending on the grades. Second, the level of career indecision was generally low and there were also significant differences depending on the grades. Third, the result of cannonical correlation analysis showed significant negative relationship between psychological basic needs and career indecision. Discussions and suggestions related to the results were provided.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2006.11a
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• pp.190-195
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• 2006

The purpose of this study is to suggest the digitalizing model of Belonging relationship information. for this study, the psychological demands of people are analysed based on the premise that the formation of various space is made by mental needs rather than functional needs. The Digitalized Belonging relationship information model consisted of such structuring factors, the visual relationship information, the accessible relationship information and the opening ratios of spaces As a result, the suggested digitalizing model will be considered as an efficient tool for the objective analysis of Belonging relationship between space. In addition, the model will contribute to the expansion of terminology in the field of digital space design

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.529-540
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• 2021

This study is a test of gender differences between the importance of basic psychological needs and the components of love. The need for research is to verify the relationship between need and love. The purpose of this study is to serve as basic data for preparing a solution to the relationship between lovers and promoting love. Research participants targed a total of 193couples unmarried love couples, 386 person living in Seoul and Gyeonggi metropolitan areas. For the research tools, the basic psychological needs importance scale and components of love scale had been used. Regarding the analysis of the data, as a statistical analysis using SPSS 22, the t-verification, the correlation analysis, and the regression analysis method had been carried out. As a result of the analysis, regarding the importance of the basic psychological needs, regarding the relationship, the females were meaningfully (t=-3.528, p<.01) higher than the males. And, among components of love, regarding the passion and the commitment, the males were meaningfully (t=3.588, p<.001) higher than the females. And, regarding the correlations between the main variables, it appeared that the basic psychological needs importance of the males has a correlation with the components of love. And, regarding the females, it appeared that, among the basic psychological needs importance, only the relationship and the capability have the relationships with the components of love. Regarding the influence of the basic psychological needs importance on the component of love, it appeared that the relationship need importance of the males has a positive (+) influence on the component of love. And, regarding the autonomy need of the males, it appeared that, among the component of love, it has a negative (-) influence on the passion and the commitment. Regarding the females, it appeared that, differently from the males, only the need for a relationship has a positive (+) influence on the components of love. It was found that women's relationship needs had a positive effect on the components of love, but women's desire for autonomy did not affect the components of love, unlike men. Therefore, the importance of the basic psychological needs of love couples influenced the love relationship, and the relationship between the variables showed gender differences. If love couple understands and meets the importance of each other different basic psychological needs when a conflict arises, it will be a helpful resource for resolving conflict and promoting love.

• Journal of Korean Academy of Fundamentals of Nursing
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• v.10 no.2
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• pp.234-243
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• 2003

Purpose: The purpose of this study was to analyze the factors influencing nursing needs of mothers caring for children suffering from acute diseases and being treated in hospital. Method: The data were collected, using a nursing needs, social support, burden, and stress questionnaire. Data collection was done from July 10, to October 20, 2001 in the pediatric department of a general hospital. The data were analyzed by using descriptive statistics. Result: The results of this study are as follows. There were statistically significant differences in nursing needs according to differences in age, education level, marital status, religion, family income and relationship with spouse. The relationship between the nursing needs of the mother and anxiety (r=.758, p <.01), social support (r=-.659, p<.01), stress (r=.324, p <.01) were the most significant variables. The stepwise multiple regression analysis showed that anxiety, social support and stress define nursing needs at 57.5%, 4.3% and 1.1% respectively. Conclusion: Consideration needs to be given to anxiety, social support and stress when developing nursing intervention programs for mothers whose children are hospitalized with acute diseases.

• Quality Improvement in Health Care
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• v.25 no.1
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• pp.29-42
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• 2019

Purpose: The aim of the present study was to identify the relationship between educational needs and the caregiving burden of primary caregivers with stroke patient. Methods: This cross-sectional and descriptive study was conducted in 2016 with 115 primary caregivers for stroke patients at a university hospital. The caregiving burden and educational needs were investigated using structured questionnaires via interviews. Data were analyzed with descriptive statistics, the t-test or ANOVA, and Pearson's correlation analysis using IBM SPSS Statistics version 23.0. Results: The scores of caregiving burden and educational needs of primary caregiver with stroke patient were $77.65{\pm}1.66$ and $123.33{\pm}2.37$, respectively. The caregiving burden was associated with health status in primary caregivers' general characteristics. The caregiving burden and educational needs of primary caregivers have a significant correlation (r = .44, p <.001). Conclusions: Educational needs of primary caregivers with stroke patient are associated with their caregiving burden. Therefore, it is necessary to develop a primary caregiver centered intervention program considering educational needs to improve their caregiving burden. Also, to promote quality of nursing, there is the need to increase the educating competency of nurse and nursing professionalism of clinical nurse using various educational training program.

• Journal of Korean society of Dental Hygiene
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• v.18 no.6
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• pp.911-920
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• 2018

Objectives: This study investigated the relationship between demographic and socioeconomic characteristics of the Korean elderly and their unmet dental care needs, by using the 2015 data from the $6^{th}$ Korea National Health and Nutrition Examination Survey (NHANES). Methods: In total, 1,372 elderly persons aged 65 and over, who responded to the $6^{th}$ NHANES, were included in the final analysis. Logistic regression analysis was performed in order to identify any relationship between demographic and socioeconomic characteristics and unmet dental care needs. Results: The rate of unmet dental care needs was shown to be less by 0.799 times in the elderly who reside in dong than those who live in eup and myeon (OR: 0.799, 95% CI: 0.679-0.959). Unmet dental care needs were higher in participants with 'low' and 'below average' than 'above average' income, by 1.645 times (OR: 1.645, 95% CI: 1.087-2.366) and 1.172 times (OR: 1.172, 95% CI: 1.108-1.880), respectively. Elderly individuals living alone had a higher rate of unmet dental care needs than those living with their family by 1.157 times (OR: 1.157, 95% CI: 1.084-1.498). Conclusions: Demographic and socioeconomic factors influenced unmet dental care needs, causing inequality. Proper policy support to the vulnerable should be considered in order to enhance the elderly's access to dental care.