• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.405-413
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• 2021

In this study, based on the theory of use and satisfaction, the motives of consumers who use Instagram accounts for luxury fashion brands were classified and the effect of the flow state experienced according to the motives on the purchase intention and the enjoyment was empirically studied. As a result of the analysis, the conclusions obtained through this study can be summarized as follows. First, it was found that the motive for using Instagram, a luxury fashion brand, had a significant positive effect on flow, followed by social interaction motive, informational motive, and enjoyment motive. Among the motivations for use, it was confirmed that the motivation for social interaction had the greatest influence on flow. Second, when using the luxury fashion brand Instagram account, the state of consumer flow induces positive emotions such as pleasure, which has a positive effect on purchase intention. Third, age, which is a characteristic of luxury fashion brand Instagram account users, had a significant positive moderating effect on the relationship between informational motives and flow, and had a significant negative effect with playful motives. Through the results of this study, we contributed to the flow of previous related studies by empirically showing the dynamics of consumer psychology related to the use of luxury Instagram accounts.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.151-162
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• 2022

Recently, contests for college students have emerged as an important factor in employment through self-development, and parents' psychological control on college students can prevent the development of autonomy by suppressing decisions and expressions without helping their children become independent. Therefore, this study aims to find out how the parental psychological control perceived by college students affects the motivation to participate in the contest through self-determination. As a result of the study, first, it was found that the psychological control of separation anxiety of parental psychological control negatively affects only the competence among self-determination. Second, it was found that achievement-oriented parental psychological control had a negative effect on all factors of self-determination. Third, it was found that among self-determination factors, competence had a positive effect on pleasure, financial reward, and recognition of others, and a negative effect on a sense of accomplishment. Fourth, it was found that the relationship among self-determination factors had a positive effect on pleasure, financial compensation, and recognition of others. The results of this will be used as basic data to understand the motivation of college students to participate in the contest and the psychological control of their parents.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.543-551
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• 2022

The purpose of this study was to understand the integration and clinical practice stress of nursing students and to understand the relationship with department satisfaction. Data collection was from June to July 2021. Data were collected through questionnaires consisting of scales of integration, clinical practice stress, and departmental satisfaction, targeting 3rd and 4th grade nursing students who have had more than one clinical practice experience. A total of 394 copies were analyzed using the SPSS program to analyze the data. As a result of the study, integration showed a positive correlation with department satisfaction (r=.412, p<.01) and a negative correlation with clinical practice stress (r=-.193, p<.01). The predictive factors affecting the department satisfaction of nursing students were integration (β=.406, p<.001) and admission motivation (β=.166, p=.006), which accounted for 20% of the total variance. Integration Performance It was confirmed that the motivation for entering the nursing department affects department satisfaction. In order to increase the department satisfaction of nursing students, it is thought that it is necessary to operate an integration promotion program and department adaptation program from the early stage of admission.

• Asia Marketing Journal
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• v.14 no.1
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• pp.25-51
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• 2012

Researches about the relationship between SST(Self Service Technology) and TRI(Technology Readiness Index) have been carried out after TRI was developed by Parasuraman and his colleagues(2000). We hypothesize Consumer Readiness can also influence consumer's motivation, attitude, and intent to use SST. Currently, there has been no research on this subject. In this study, we investigated the relationship between TR, Consumer Readiness and SST Core Attitudinal Model which Dabholkar & Bagozzi(1994) proposed. The researchers also investigated moderating effects of consumer traits and situational factors to verify the acceptance of such forms of service delivery by all kinds of consumers and under different situational contexts. Self consciousness, the need for interaction with an employee, and the technology anxiety were used as consumer trait variables. Perceived waiting time and perceived crowding were used as situational variables. 380 questionnaires were distributed to a sample group of people in their 20's and 30's, and the data were analyzed with structural equation model using AMOS 18.0 program. All of Cronbach's alpha values representing reliabilities were satisfactory. The values of Composite Reliability(CR) and Average Variance Extracted(AVE) also showed the above criteria, thus providing evidence of convergent validity. To confirm discriminant validity among the constructs, confirmatory factor analysis and correlations among all the variables were examined. The results were satisfactory. The results of this study are summarized as follows. 1. Optimism and innovativeness of TR partially influenced the motivation to use SST. People who tend to be optimistic use SST because of ease of use and fun. The innovative however, usually use SST due to its performance. However, consumer readiness of role clarity, ability and self-efficacy influence all the components of motivation to use SST, ease of use, performance and fun. The relative effect of consumer readiness on the motivation to use SST was much stronger and more significant than that of TR. No other previous studies have examined the effects of Consumer Readiness on SST usage motivation, attitude and intention. It is academically meaningful that the researchers verified that Consumer Readiness is the important precedent construct influencing the self service technology core Attitudinal Model. Our findings suggest that marketers should consider fun and ease of use attributes to promote the use of self service technology. In addition, the SST usage frequency will rise rapidly when role clarity, ability, and self-efficacy which anybody can easily handle SST is assured. If the SST usage rate is increased, waiting times for customers could be decreased. Shorter waiting time could lead to higher customer satisfaction. It may also result in making a long-term profit owing to the reduced number of employees. Thus, presentation of using SST by employees or videos showing how to use it will promote the usage attitude and intent. 2. In SST core attitudinal model, performance and fun factors among SST usage motivation affected attitudes of using SST. The attitude of using SST highly influenced intent to use SST. This result is consistent with previous researches that dealt with the relationship between motivation, attitude and intention. Expectation of using SST could result in good performance just like the effect of ordering menu to service employees and to have fun since fun during its use could promote more SST usage rate. 3. In the relationship among motivation, attitude and intent in SST core attitudinal model, the moderating effect of consumer traits(self-consciousness, need for interaction with service employees and technology anxiety) and situational factors(perceived crowding and perceived waiting time) were tested. The results also supported the hypothesized moderating effects except perceived crowding. The highly self-conscious tended to form attitudes to use SST because of its fun compared to those who were less self-conscious because of its performance. People who had a high need for interaction with service employees tended to use SST for its performance. This result indicates that if ordering results are assured, SST is easily accessible to even consumers who have a high need for interaction with a service employee. When SST is easy to use, attitudes strengthen intent among people who had a high level of anxiety of technology. People who had low technology anxiety formed attitudes to use SST because of its performance. Service firms must ensure their self service technology is designed to be easy to use for those who have a high level of technology anxiety. Shorter perceived waiting times strengthened the attitude to use self service technology because of its fun. If the fun aspect is assured, people willing to use self service technology even perceive waiting time to be shorter than it actually is. Greater perceived waiting times form higher level of intent to use self service technology than those of shorter perceived waiting times. This implies that people view self service technology as a faster alternative to ordering service employees. The fun aspect of self service technology will attract a higher rate of usage for self service technology. 4. It has been proven that ease of use, performance and fun aspects are very important factors in motivation to form attitudes and intent to use self service technology regardless of the amount of perceived waiting time, self-consciousness, need for interaction with service employees, and technology anxiety. Service firms must consider these motivation aspects(ease of use, performance and fun)strongly in their promotion to use self service technology. Ease of use, assuring absolute performance compared to interaction with service employees', and adding a fun aspect will positively strengthen consumers' attitudes and intent to use self service technology. Summarizing the moderating effects, fun is the most valuable factor triggering SST usage attitude and intention. Therefore, designing self service technology to be fun will be the key to its success. This study focused on the touch screen self service technology in fast food restaurant. Although it has its limits due to the fact that it is hard to generalize the results to any other self service technology, the conceptual framework of this study can be applied to future research of any other service site.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.17-27
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• 2009

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a $2{\times}2$ factorial design that has 4 patterns of price promotion (presence or absence of past price promotion * presence or absence of current price promotion) and the explanation describing the price promotion pattern of each cell. Then the perceived quality of imaginary brand WAVEX was evaluated in the scale of 7. The reason tennis racket was chosen is because the selected product group must have had almost no past price promotions to eliminate the influence of average frequency of promotion on the value of price promotional information as Raghubir and Corfman (1999) pointed out. Test 2 was also carried out on students of the same management faculty of test 1 with tennis racket as the product group. As with test 1, subjects with average familiarity for the product group and low familiarity for the brand was selected. Each subjects were assigned to one of the two cells representing two different information presenting patterns of price promotion of WAVEX (case where the reason behind price promotion was provided/case where the reason behind price promotion was not provided). Subjects looked at each promotional information before evaluating the perceived quality of the brand WAVEX in the scale of 7. The effect of price promotion for unfamiliar pretrial brand on consumer's perceived quality was proved to be moderated with the presence or absence of past price promotion. The consistency with past promotional behavior is important variable that makes unfavorable effect on brand evaluations get worse. If the price promotion for the brand has never been carried out before, price promotion activity may have more unfavorable effects on consumer's quality perception. Second, when the price promotion of unfamiliar pretrial brand was executed for the first time, presenting method of informations has impact on consumer's attribution for the cause of firm's promotion. And the unfavorable effect of quality perception is higher when the consumer does dispositional attribution comparing with situational attribution. Unlike the previous studies where the main focus was the absence or presence of favorable or unfavorable motivation from situational/dispositional attribution, the focus of this study was exaus ing the fact that a situational attribution can be inferred even if the consumer employs a dispositional attribution on the price promotional behavior, if the company provides a persuasive reason. Such approach, in academic perspectih sis a large significance in that it explained the anchoring and adjng ch approcedures by applying it to a non-mathematical problem unlike the previous studies where it wis ionaly explained by applying it to a mathematical problem. In other wordn, there is a highrspedency tmatispositionally attribute other's behaviors according to the fuedach aal attribution errors and when this is applied to the situation of price promotions, we can infer that consumers are likely tmatispositionally attribute the company's price promotion behaviors. Ha ever, even ueder these circumstances, the company can adjng the consumer's anchoring tmareduce the po wibiliute thdispositional attribution. Furthermore, unlike majority of previous researches on short/long-term effects of price promotion that only considered the effect of price promotions on consumer's purchasing behaviors, this research measured the effect on perceived quality, one of man elements that affects the purchasing behavior of consumers. These results carry useful implications for the work sector. A guideline of effectively providing promotional informations for a new brand can be suggested through the outcomes of this research. If the brand is to avoid false implications such as inferior quality while implementing a price promotion strategy, it must provide a clear and acceptable reasons behind the promotion. Especially it is more important for the company with no past price promotion to provide a clear reason. An inconsistent behavior can be the cause of consumer's distrust and anxiety. This is also one of the most important factor of risk of endless price wars. Price promotions without prior notice can buy doubt from consumers not market share.

• Management & Information Systems Review
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• v.9
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• Korean Journal of Health Education and Promotion
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• v.12 no.2
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• pp.120-138
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• 1995

In order to find smoking status and its related factors for female students, a survey was conducted for 1,045 female students of a women's university in Seoul from 22nd of May to 18th of June, 1995. The results were as follows: 1. Of the 1,045 respondents, 7.4% of them were current smokers and 20.6% of them were ex-smokers. The rate of smoking by the major field of study was 18.5% in art and physical education, 10.6% in liberal art and social science, 1.9% in natural science, and 1.2% in medical science. The rate of smoking by the grade was 4.1% in the freshman, 5.9% in the sophomore, 10.9% in the junior, and 10.0% in the senior grade. 2. 7.2% of respondents experienced first smoking at junior high school, 16.8% at senior high school, 4.1% after high school, and 69.2% at college. 3. The major motivation to start smoking was 'curiosity'(57.9%), 'releasing stress'(21.6%), and 'temptation from friend or senior'(12.0%). 4. The first smoking place was 'entertainment place'(49.6%), 'own room'(20.5%), and 'school '(11.3%). And the first smoking companion was 'friend'(62.3%), 'alone'(19.9%), and 'senior or junior'(5.1%). 5. The average quantity of a daily smoking was 6.16±5.29 cigarettes in current smokers and 31.2% of them had experience to quit smoking at least one or more time. 6. Most of the reasons to quit smoking in ex-smoker were due to 'bad taste '(60.5%), 'health concern'(27.4%) and 'religion'(2.3%). 7. Current smoker and ex-smoker had more positive attitude for the female smoking than nonsmoker. And 76.7% of nonsmokers answered that they would not smoke in the future. 8. Most correspondents(89.8% of nonsmoker, 83.7% of ex-smoker, 80.5% of current smoker) strongly supported the antismoking movement. 9. The major information source in smoking were from 'radio, TV'(51.0%), 'newspaper, magazine'(38.8%) and 'school'(7.7%). 10. The multiple logistic regression analysis showed that the related factors for smoking status were satisfaction of home life, coffee intake, alcohol drinking, sister's smoking, girl friend's smoking, and knowledge about smoking.

• Journal of the Korean Society of School Health
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• v.21 no.2
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• pp.97-105
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• 2008

Purpose : To investigate major characteristics influencing on adolescent smoking in Korea. Method : The subjects were 431 students (298 male and 133 female) enrolled in the non smoking program at Seoul School Health Promotion Center from March 2006 to February 2007. The survey was done about motivation of smoking, the way of getting cigarettes and frequency, chi-square test, and t-test by SAS package 8.1 were used to analyze the data. Result : Total 431 subjects were composed of 49.2% middle school students, 50.8% high school students. The middle school students who smoke 1 to less than 10 cigarettes per day were 56.1% and 10 to less than 20 cigarettes per day 26.7%, while high school students were 46.8% and 44.1%. 73.1% of male, and 76.9% of female students selected the cigarettes depending on taste and fragrance. The places of buying cigarettes were supermarkets 67%, convenience stores 19.4%, small stores 11.8%. A high percentage of students answered they did not have to show ID when they bought cigarettes(“rarely checked the ID” 25.2% of male and 30.8% of female, ”did not checked at all” was 10.9% male and 9.6% female). The ratio of spending money on buying cigarettes was 38.8% and 35.6% in male and female middle school, and 37.9% and 27.2% in male and female high school. Conclusion : Findings of this study suggests the constituting of strong social regulations to protect youth from smoking.

• Industry Promotion Research
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• v.3 no.2
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• pp.87-94
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• 2018

This study suggests that lifelong education is regarded as a support system for lifelong learning, which includes all activities of educational characteristics, which ultimately has the goal of universalization of self - education. The goal is to successfully adapt to life. Statements supporting the need for lifelong learning have been found to be based primarily on the impossibility of this system to provide sufficient education to accelerate social change and to last a lifetime. The obstacles to implementation included inertia, resistance to change, motivation and cost. Opponents are likely to regard lifelong education as an attempt to expand compulsory education for exploitation and control purposes. This study found that there is an important consensus among supporters, but many questions remain. The full feasibility of lifelong education is considered to be far removed, and lifelong education should be interpreted as a source of direction and purpose, and ideals that society should aim for.

• Korean Journal of Health Education and Promotion
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• v.5 no.2
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• pp.52-62
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• 1988

The purpose of this study was to improve the motivation for prevention of adult chronic disease through identifying the relationship between health awareness and health behavior. These data was based on the survey of 524 men, This study employed 90 questions, related to general cheracteristics, health awareness, health behavior, dietary habit, mass media utilizing health information, The data were analyzed by using t-test, ANOVA, Contingency-Coefficient, Duncan's multiple range test. The result of this study revealed the follows: 1. The contingency coefficient between health awareness and health behavior showed that total(C=0.3272), 30-39 age group(C=3949), 40-49 age group(C=0.3978), which(C.) mean higher scores, had a [used to visit whenever they were ill], that 50-59 age group(C=0.4165) demonstrate higher score concerned with [Smoking]. 2, The general dietary habit related to statistically significant difference in men's age, educational status, income, economic status, job, concern of adult chronic disease(p<0.01). 3. The general dietary habit related to statistically significant difference in cancer patients arrounding them, knowledge of diabetes, hypertensiom and cancer (p<0.01). 4, Dietary habit for preventing obesity related to statistically significant difference in men's age, income(p<0.05). 5, Dietary habit for preventing obesity related to statistically significant difference in sensitivity of diabetes, hypertension and knowledge of diabetes, cancer(p<0.01). In conclusion, health education which were emphasis of health behavior formation is reguired.