• International Journal of Human Ecology
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• v.15 no.1
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• pp.64-71
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• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• Journal of the Korean Society of Clothing and Textiles
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• v.10 no.3
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• pp.63-70
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• 1986

The objectives of this study were to investigate the three aspects of clothing behavior of high school toys and the relationships between those of clothing behavior and sex role attitude. For clothing behavior, two types of Clothing Conformity Scales were developed for this study, and two other aspects were assessed with Won, Choi. and Kahng's questionnaires dealing with Unisex Clothing Behavior and The Interest in fashionable Styles of Clothing. Sex role attitude was measured by Choi's questionnairs which was selected from Osmond-Martins's Sex Role Attitude Scale, and from Smith, Ferree and Miller's Feminism Scale. The questionnaires were administered to a sample of 243 high school boys in Seoul. The statistical analyses used for this study included relative frequency, Pearson's correlation, stepwise multiple regression. ANOVA, and t-test. The results obtained from this research were: 1) The liberal attitude of high school boys toward sex role was, in part, negatively correlated to the clothing conformity. 2) There were no significant relationships between sex role attitude ana unisex clothing behavior, and between sex role attitude and the interest in fashionable styles of clothing. 3) The unisex clothing behavior of the students was positively correlated to their interest in fashionable styles of clothing.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.339-353
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• 1999

This research was to identify the relationships between sex role attitude and the preference of fashion advertising formatted by sex role expression, and to examine the relationships among sex role attitude and sociographic variables. This research has been done for 618 university students and working group who are living in Cheongju and Seoul. For data analysis, descriptive analysis, ANOVA, and t-test were used. The results are the following: 1. In the view of the preference of fashion advertising, the stereotypical fashion advertising has more point than the androgynous fashion advertising. 2. The advertising formation preference showed a little difference significantly by sex role attitude. The group with conservative sex role preferred the stereotypical fashion advertising. The group with open-minded sex role preferred the androgynous fashion advertising. 3. Women preferred the androgynous advertising. As the aged, they preferred the stereotypical fashion advertising and have the conservative sex role. University students have more intention to buy with an androgynous fashion commercial than working group have and they have the open-minded about sex. The group subscribed the fashion magazine has more preference for androgynous fashion advertising, as they have more open-minded sex role than other group not subscribed the fashion magazine. This results imply that the androgynous formatted advertizing is still hard to get the influence of a general market promotion because most consumers have a low androgynous fashion advertizing preference. The preference of the fashion advertizing which expressed a sex role showed significant differences as social demographics, and a sex-role attitude. Therefore, the market segment and advertising strategies which are based on sex role and consumer characteristics would be very effective.

• Korean Journal of Human Ecology
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• v.16 no.6
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• pp.1251-1268
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• 2007

The purpose of this study is to develope sex education program for high school girls and to verify the effectiveness of the program in terms of improving the knowledge and attitude of them after executing the program. The subjects of study are 126 girls from K high school in Changwon city and they are divided into an experimental group and control group, and each group has 63 students. The program is executed 8 sessions during 8 weeks and the necessary time is 50 minutes for each session. The experimental group who has received sex education shows higher level of sex knowledge after sex education than control group, and the experimental group shows higher level of sound attitude toward sexual matters after sex education. The effect of education regarding sexual knowledge and attitude in an experimental group are lasted even after the education is finished. Conclusionally, these results shows that the sex education program which is developed for this study is effective.

• Journal of the Korean Home Economics Association
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• v.29 no.3
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• pp.209-226
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• 1991

This study aimed at providing the basic data for the measurement of the attitude for socialization of household work by analysis of the attitude for socialization of houselhold work according to demographic variables, the degree of acceptance for living change. This study was composed of the attitude for the socialization of household work was based on time, quality, cost factor. The results of this study were as follows: 1. The attitude for socialization of household work was influenced by sex, age, marriage, sex $\times$ marriage and the degree of acceptance for living change. 2. The variables which affected the attitude for socialization of household work independently had influence on it in the following order : the degree of acceptance for living change, sex, house type. 3. The result of path analysis had confirmed that sex, age, income marriage, house type variable indirectly influenced the attitude for socialization of household work through the degree of acceptance for living change. Sex, and marriage variable directly influenced on the attitude for socialization of household work. Through the this study. The attitude for socialization of houselhold work was influnced by the degree of acceptance for living change. Change of household work is socialization of household work and right attitude to the socialization fof household work is necessary for satisfaction of variouse needs. for saving of time and money through the socialization of household work.

• Women's Health Nursing
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• v.9 no.1
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• pp.5-17
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• 2003

Purpose : The purpose of this study was 1) to classify university student's attitudes toward sex, 2) to confirm the effects of sexuality course on sex-role stereotypes and sexual attitude in university student s. Method : The subjects in this study were 212 K university students in Kangwon Province between 3/7/2001 $\sim$ 6/13/2001. The instruments used for this study were the general characteristics, sexual attitude and sex-role stereotypes. The data was analyzed by frequency, percentage, mean, standard deviation, paired t-test, ANOVA, Pearson correlation coefficients, Factor analysis and Cronbach's $\alpha$ using the SPSS program. Result : 1. University students' attitude toward sex are divided into three types. Type I are called open mined : 16, 33, 28, 10, 18, 2, 30, 25, 26, 27, 22, 19, 29, 21, 9, 5 items. Type II are supporters of virginal purity : 8, 6, 31, 17, 14, 33 items. Type III express love through sexual intercourse : 20, 24, 7, 3, 15, 32 items. 2. There was a significant difference in the appearance and occupational characteristics of sex-role stereotypes before and after the sexuality course (t=2.562, p<.05). 3. In Type III, there was a significant difference in sexual attitude before and after the sexuality course (t=3.576, p<.0001). 4. The data showed the relationships between type III of sexual attitude and sex-role stereotypes (r=-.3 15, p<.0001). 5. Sex-role stereotypes according to the demographic characteristics before sexuality course were significantly different by age, gender, experience of military service, experience of sex edu cat ion an d experience of sexual intercourse. Sex-role stereotypes according to the demographic characteristics after sexuality course were significantly different by gender and experience of sexual intercourse. 6. Sexual attitude according to the demographic characteristics before sexuality course were significantly different by maj or (type I), age, grade, experience of military service and experience of sexual intercourse (type II), age, grade, gender, experience of military service, experience of sex education and experience of sexual intercourse. Sexual attitude according to the demographic characteristics after sexuality course were significantly different by religion and major(type I), age and grade(type II), age, grade, gender, religion and experience of sexual intercourse. Conclusion : This study showed that a sexuality course was effect ive in changing the sex-role stereotypes and sexual attitude of university students.

• Women's Health Nursing
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• v.10 no.4
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• pp.318-330
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• 2004

Purpose: The purpose of this study was to measure knowledge, attitude, experience of sex, sexual autonomy and the need of sex education of college students in order to provide sex information. Method: The subjects of this study were 356 college students. The data were collected from October 26 to December 5, 2003 by using a structured questionnaire. Result: The respondents' score of sexual knowledge was relatively low as 53.7 mean score on the basis of 100. However, the scores of sexual knowledge related to masturbation, induced abortion, and contraception were relatively high. The respondents' score of sexual attitude was 3.09. The respondents' score of sexual autonomy was 3.89. The percentage of subjects that experienced sexual intercourse was 41.6% and there was a difference between the gender. There was a positive correlation between sexual knowledge and sexual autonomy and between sexual knowledge and sexual attitude. There were significant differences in the sexual knowledge, sexual attitude and sexual autonomy depending upon the experience of coitus. The respondents expressed the need of sex education in college. Conclusion: An integrated sex education program should be developed and contents must have a concrete and honest education which is appropriate to college students.

• Korean Journal of Health Education and Promotion
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• v.20 no.2
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• pp.149-162
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• 2003

The purpose of this study was to investigate of the sexual behavior, attitude and knowledge of delinquence adolescents. Data were collected by self-report from 224 delinquence adolescents of the juvenile protection and education organizations in Gwangju city from June 18 to 21, 2002 in Korea. The results were as follows； The concern of subjects on sexual education was pregnancy, delivery and miscarriage(17.4%), date with boy-girl mends(13.9%) and sexually transmitted disease/AIDS(13.1%). The experiences of sexual behavior was masturbation(86.5%), sexual intercourse(79.6%), sexual desire(70.0%) and pregnancy(27.6%). There were statistically significant differences between age and contraception(p＜0.05), age and pregnancy(p＜0.05). The average score for sex attitude was 38.32. The average score for sex knowledge was 7.65. There were statistically significant correlation between sex attitude and sexual intercourse(p＜0.01), sex knowledge and intercourse(p＜0.05), sex knowledge and contraception(p＜0.05), sex attitude and pregnancy (p＜0.05), sex knowledge and sexual desire(p＜0.05). In conclusion, juvenile delinquence adolescents should be educated on sexuality continuously to express there sexual behavior patterns with the right morality and knowledge in any sexual arousal situation.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.291-302
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• 2015

The purpose of this study was to understand sexual attitude of freshmen in university. Among various possible factors, this study focuses the influence of self-esteem, parent attachment and peer attachment on university freshmen' sexual attitude. The participants were 428 freshmen in university. For data analysis, SPSS/WIN 20.0 program was used to descriptive analysis, t-test, ANOVA, and multiple regression analysis. According to the regression analysis, voluptuous sex was explained by sex, sex experience, father attachment, and anxious/ambivalent attachment, immoral sexual idea was explained by sex, sex experience, self-esteem, and secure attachment, sexual responsibility was explained by sex and secure attachment, instrumental sex was explained by sex, sex experience, mother attachment, and secure attachment. The results of this study maybe useful in understanding the sex attitude of university freshmen. Also it is necessary to improve self-esteem, parent and peer attachment to raise the right sex attitude of university freshmen.

• Journal of The Korean Association For Science Education
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• v.29 no.5
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• pp.501-512
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• 2009

The purpose of this research is to compare the attitudes of female students in Korea toward science with the child-rearing attitude of their parents they perceived and their sex-role identity. The participants in this study were 374 female middle- and high-school students, chosen randomly from Seoul and Gyenggi-do in South Korea. We used three different forms of questionnaires in this research: "Scale of Parents' Child-rearing Behaviors Perceived by Teenagers", "Korea Sex-role Survey", and "Attitude Toward Science Measurement." The significant results were acquired after we had analyzed the comparison of the attitude of female students toward science with their perception on their parents' child-rearing attitude, especially on their fathers. The fathers' "monitoring" and "over-expectation" factors affected the attitudes of female students toward science; on the other hand, any child-rearing attitudes of their mothers did not influence their attitudes toward science. We also analyzed the attitudes of female students about science based on their sex-role identities. In consequence, we found that meaningful differences existed in four types of gender-role identity: androgyny type, masculinity type, femininity type and undifferentiated type. In particular, the androgyny type was characterized by a higher score in attitude toward science compared with the undifferentiated type.