• Journal of Families and Better Life
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• v.10 no.1 s.19
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• pp.27-42
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• 1992

This study focused on consumer information search activity and consumer's post-purchase satisfaction. For these purpose, a survey was conducted suing questionaires on 430 homemakers that lived in seoul. Statistics used for data were Frequency Distribution. Percentile, Mean, One-way AAANOVA., Scheffe-test, T-test, Pearson's correlation. Multiple Regression Analysis and Multiple Classification Analysis. The major findings were ; 1) The level of each amount information search was lower than average. And the level of consumer's post-purchase satisfaction was a little higher than average. 2) On amount of "noncommercial-personal" information search, the influencing variables were desire to seek information, education, brand royalty in turn. These three variables explained 7% of dependent variable's variance. 3) On amount of "noncommercial-media" information search, the influencing variables were desire to seek information, amount of internal information, education, occupational status in turn. These variables explained 14% of dependent variable's variance. 4) On amount of "commercial-personal" information search, the influencing variable was desire to seek information, and this variable explained 3.1% of dependent variable'a variance. 5) On amount of "commercial-media" information search, the influencing variables were desire to seek information, education, amount of internal information in turn. These three variables explained 12.1% dependent variable's variance. 6) Resulting from multiple classification analysis, influencing variables on consumer's post-purchase satisfaction were amount of noncommercial-media information search and printed media search, and brand royalty. These three variables explained 9% of dependent variable's variance. Furthermore, througout all the subareas of consumer's satisfaction, the amount of noncommercial-media information search was the most influencing variable.

• The Korean Journal of Community Living Science
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• v.17 no.4
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• pp.67-80
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• 2006

This study conducted research on the actual state of community-oriented services for elderly rural inhabitants and their desire related to them to develop a local community service network model suitable to the characteristics of rural longevity villages. The research was conducted on 906 elderly people over 65 living in 20 rural longevity villages through questionnaires assessing filming and economy, economic activity, health care, learning and leisure activities as well as asking their wants and needs relative to local community services. As a result, it was found rural elderly people showed a high desire for local community services such as health, transportation and economy activity. In addition, they were mainly cultivating farm products as their economic activity and showed a high demand in the future as well. Most were found to take a walk in the healthcare field and showed a high demand for health examinations, health education, health consulting, hot spring bathing and basking in the woods. Respecting learning, social and leisure activities, they were mostly found to watch TV and do house chores, and showed a high desire for village environment repair, traditional farm music, visiting and tourism. With the above results, it is expected that the desire of rural elderly for such services can be satisfied, and the development of a local community service network model suitable to the characteristic of a local community is recommended.

• Journal of Families and Better Life
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• v.23 no.3 s.75
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• pp.25-33
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• 2005

This study examines socio-demographic characteristics of married couples and their desire for a second child. Questionnaires were completed by 355 married men and women who have only one child currently. The participants were classified into four groups by their desire, or a lack thereof, for a second child. Group I consisted of married people who wanted to have another child, and whose spouse wanted the same. Members of Group II were in a marriage where only the wife wanted to have another child. Members of Group III were in a marriage where only the husband wanted a second child. Group IV consisted of participants who did not want another child, and whose spouse agreed with thor The research questions were (1) how different those four groups are in terms of socio-demographic characteristics, (2) what are the reasons to stop having children and to have another child, and (3) what are the perceptions of the current low fertility rate in Korea, and the policies designed to increase birth rata The results indicate that wife' age, husband's educational level, expectant level of household economy, age at marriage, marriage duration and the time length between marriage and birth of the first child were significantly different among the four groups. The reasons to stop having children were expected constraint of privacy and time, physical and psychological burden and economic pressure. The most pronounced reason for wanting another child was the desire to give their first child a sibling. Group III had more serious disagreement about having another child than did Group II. There were significant differences among the four groups in the perceptions of possible consequences of the low birth rate. These perceptions included: undermined competitiveness of the nation and weakened family ties.

• The Journal of the Korea Contents Association
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• v.8 no.5
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• pp.287-299
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• 2008

The purpose of this study is to analyze the statistical data to get the government to have positive recognition of education for middle-aged and aged people about provision for old age after retirement and present a model of policy direction of realistic elderly education for middle-aged and aged people and an ideal program for middle-aged and aged people in Korea. Such an empirical research obtained the following results. First, as for effects of recognition of the need of elderly education and the desire to participate in elderly education on provision for retirement, the need of elderly education and the desire to participate in elderly education were found to have effects. Second, as for effects of the level of retirement expectation on provision for retirement, new departure, career completion, and continuous expectation were found to have effects. Third, as for mediating effects of retirement expectation in terms of effects of recognition of the need of elderly education and the level of desire for participation, the need of elderly education has retirement expectation partly affect physical, psychological, and economic preparation. As for the desire to participate in elderly education, expectation of retirement had completely mediating effects on physical preparation and partly mediating effects on psychological and economic preparation. Fourth, the need of elderly education, the desire for participation, retirement expectation, and recognition of provision for retirement by general properties were found to have statistically significant results in terms of gender, age, occupation, and educational background.

• Asia Marketing Journal
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• v.14 no.1
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• pp.99-130
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• 2012

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer's belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such as vindictive complaining, negative WOM and third-party complaining for publicity. The empirical results suggest that betrayal is a key motivational factor that lead customers to restore fairness by making use of all means, including retaliation. We also find that relationship quality has effect on a customer's response to a failure in service recovery. As the levels of relationship increases, a violation of the proper fairness has a stronger effect on the sense of betrayal experienced by customers. Considerable research has investigated consumer responses to dissatisfaction. But our study examine the response of outraged and highly frustrated consumers. We focus on emotional and behavioral processes that have not been covered by previous dissatisfaction researches and which are unique to outraged consumers caused by extremely dissatisfied purchase experience. It has recently been pointed out by various mass media that the customers not only have positive effects on the company performance but also put the company in crisis. It has often been reported that one customer's dissatisfaction, for example, never ends as it is, and it tends to grow for retaliating upon the company, depending on the level of seriousness of the dissatisfaction. This sometimes leads to a lawsuit against the company. Our study focuses on the customers' emotional and behavioral responses induced by their extreme dissatisfactions. We divided the customer groups into the customers with high relationship quality and the customers with low relationship quality, and the difference between two groups is examined. The objective of this study is to comprehend the causal relationship between the feeling of betrayal caused by the service failure and the retaliatory behavior triggered by the desire of revenge. Our study is divided into three parts. First, a causal relationship between perceived unfairness and the perceived betrayal and desire for revenge. Second, the effect of the perceived betrayal and desire for revenge on the retaliatory behavior is investigated. Finally, the moderating role of relationship quality in the causal relationship between the unfairness in service recovery and the perceived betrayal is analyzed. This study finds the following empirical results. The distributive unfairness, procedural unfairness and interactional unfairness had significant effects on the perceived betrayal. Especially, the perceived distributive unfairness results in the highest perceived betrayal. When the service company does not provide customers proper and sufficient compensation for the failure, they feel the strong sense of betrayal. And in the causal relationship between the perceived betrayal, desire for revenge and retaliatory behavior, the perceived betrayal has significant effects on e desire for revenge. In addition desire for revenge has significant effects on negative word of mouth, retaliatory complaining behavior and publicity of complaints through third group. Therefore the perceived unfairness has effects on retaliatory behavior through the mediation of the perceived betrayal and desire for revenge. Finally the moderating role of relationship quality was examined in the relationship between the unfairness and perceived betrayal. If the customers experienced the perceived unfairness in the process of service recovery, the customers with high relationship quality feel the stronger perceived betrayal than the customers with low relationship quality do. When they experience the double service failure, the customer group with high relationship quality accumulating the sense of trust feel the more perceived betrayal than the customer with low relationship quality who do not have strong trust. The contribution of this study is to find the effect of the service failure on the retaliatory behavior with the moderating roles of relationship quality. The dimensions of unfairness in service recovery is found to have differential effects on the perceived betrayal, desire for revenge. And these differential effect is moderated by the level of relationship quality.

• Korean Journal of Community Nutrition
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• v.4 no.1
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• pp.95-102
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• 1999

This study used questionnaires to investigate the safety awareness for imported foods by 365 male and female adults in Taejon. The results of the study were as follow : By factor analysis, the subjects' behaviors and awareness of the imported food was grouped into 3 factors such as 'health and quality factor', 'purchasing factor' and 'contamination factor'. 'Health and quality factor' and 'purchasing factor' were not recognized negatively by the subjects, moreover' contamination factor' was recognized very highly. The subjects' concern and worry about the imported food was also very high. The marital status, education level, nutriton knowledge adn recognition level of contamination by pesticides and heavy metals of foods partially affected the recognitio level of imported foods. The major selection criteria of imported food were distribution period(36.3%), price(28.8%) and purchasing experience(17.3%). The imported food mean discrimination score was 8.4±3.1 out of 13. The worst discriminatio score was red pepper. The subjects' experiences with imported foods selection affected the most instead of education level or nutrition knowledge. The higher discrimination score group more negatively recognized imported food and contamination recognition level was higher whereas the lowerdiscrimination score group more positively recognized the purchasing frequency and with to buy more easily. But both groups desired to reinforce contamination control. The better discrimination score of imported food pooring recognized sanitation concerns(p<0.05), quality(p<0.05), cooking convenience(p<0.01), desire for more variety(p<0.05), and the higher contamination recognition level(p<0.05) and desire to reinforce contamination control(p<0.01).

• Journal of Korea Game Society
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• v.10 no.1
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• pp.47-56
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• 2010

This study analyzes MMORPG in user's desire perspective and tried to find specific motivation factors. In research result, character has been separated in user character, another user character, boss monster and support character. And character's factor analysis yielded three factors: visual attraction, psychological propensity and competence. The result of the regression analysis about character's motivation factor show that it is significantly different that motivation level and motivation factors from each character. This finding implies that specific motivation factors can serve to make strategy for motivate user's game playing.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4296-4302
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• 2013

The objective of this study is to examine the motivation for renaming and the self-perception scale attained after renaming. The survey was conducted targeting 161 individuals across the country from April 1 to May 31, 2013. The analyzing methods include frequency analysis, correlation analysis, t-test, one-way ANOVA analysis and stepwise regression analysis, etc. All of the empirical analysis was verified at the 5% level of significance. According to the result of analysis, the renamed individuals scored higher on the success scale, the emotional scale and the personality scale after renaming. The study found that the individuals, who adopted a new name as per their own desire, scored significantly higher on the self perception scale. The study will serve as a reference material for persons who desire a new name, based on its result that the greatest motivation for renaming is the "desire to have a good name" and that the biggest changes accompanying the new name are the self confidence and satisfaction which have helped the renamed individuals score higher on the self-perception scale after renaming.

• Information Systems Review
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• v.19 no.2
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• pp.37-56
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• 2017

A rapid increase was observed among individuals who want to communicate through a Social Networking Service (SNS). The increasing number of SNS users who create and share information resulted in a huge volume of SNS information. This deluge of information decreases the interest of SNS users, thereby prompting them to generate stimulating and exaggerated information to draw attention to themselves. This study aims to examine the effect of SNS users' desire for attention and share their tourism experience. This study utilizes use and gratification theory and investigates the moderating effect of gender. The analysis shows that the desire for attention influences sharing of tourism experience through compliance and identification at the level of SNS commitment. Gender difference was observed between compliance and identification. This study provides theoretical and practical implications based on the results.

• Journal of environmental and Sanitary engineering
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• v.22 no.4
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• pp.45-54
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• 2007

With the rapid development of economy, scientific technology, and medical technology, as the current society is also changing competitively, we are compelled to have many psychological and problems such as pressure, mental stress and tension as well as physical problems. Therefore, the more current industries develops, the more attention is given to health in preventive level rather than treatment level. Contemporary people have paid more attention to management of health and have a desire for beautiful and healthy life. In other words, their interest in consistent management of their health and beauty are getting stronger. To satisfy the desire to live healthily and beautifully, many natural therapies that can be applied for actual living have been developed, which the public are willing to accept. Therefore, this study is to specifically demonstrate the followings through interviews with the customers who have armoatherapy: What effect customers' knowledge on aromatherapy, frequency of use, expenses, experiences of side-effects, and perception on its effect on skin care will have on customer satisfaction and intention to reuse the service. The results are presented as follows: Though customers' perception on aroma is high, they usually use it only on their faces. So is should be promoted in various ways. It is demonstrated that customers' satisfaction has a significant effect on their intention to reuse it.