• Management & Information Systems Review
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• v.34 no.1
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• pp.163-178
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• 2015

This study purported to test the independent impacts of positive and negative attributes of disconfirmation on satisfaction and loyalty of university students. The study utilized the nation-wide survey data previously collected from 1,400 students distributed across 32 universities in Korea. Using SPSS 22.0, the study adopted a 'Simple Regression Analysis' in order to calculate the causal coefficients among positive and negative attributes of confirmation, satisfaction, and loyalty. The study results showed that while positive disconfirmation had a positive impact(${\beta}=.188$) on satisfaction, but not on loyalty, negative disconfirmation had negative impacts on satisfaction(${\beta}=-.326$) and loyalty(${\beta}=-.105$). Based on the study results this study suggests that universities should implement differential strategies to increase students' satisfaction and loyalty. The results also showed that negative disconfirmation had 2~7 times greater impacts on satisfaction and loyalty than the impacts positive confirmation had. Supporting the 'asymmetric relations' of positive and negative disconfirmation, the study suggests that universities should pay special attention to students' complaints.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.469-477
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• 2016

The purpose of this study was to analyze The Relationships of Expectancy-Disconfirmation and Satisfaction, Loyalty of Students Majoring in Art & Physical Education. In order to achieve this purpose, a total of 187 students were selected as study participants from 7 regions in nationally using the convenience sampling method. The instrument for data collection was a questionnaire. The followings are the results: First, positive disconfirmation partially affected education performance. Second, negative disconfirmation partially affects faculty, staff, and education performance. Third, staff and education performance in positive disconfirmation affect loyalty. Fourth, education performance in negative disconfirmation affects loyalty.

• Korean journal of communication and information
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• v.39
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• pp.102-139
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• 2007

This research studied how political online discussion participation and experiencing opinion disagreement during the discussion affect on civic attitudes(interpersonal trust and reciprocity) and civic participation through pretest-posttest control group experimental treatment. For results, first of all, online political discussion positively affects on civic attitude of participants, but it's effect was partial. Next, experiencing opinion disagreement can help to have rather improving civic attitude than reducing civic attitude. Finally, civic attitude consists of interpersonal trust and reciprocity acquired from online discussion also partially and positively affects on civic participation which is more affected by reciprocity than interpersonal trust. Regard to these effect of online discussion, civic attitude can be extended by participating political communication(discussion), and participating communicative associations lead to encourage civic attitude of them and function to reinforce social integration and social ties.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.119-132
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• 2016

This study examined the concept and usage moderated mediating model in structural equation modeling. The theoretical model and hypothesis were developed based on the Location-Based application's Expectancy disconfirmation, Location-Based application's satisfaction, Location-Based application's continuous usage intention, service trust. The statistical results of the two model were compared: one was free model(positive/negative) and the other was the Moderated Mediating Model(positive/negative). A structure equation model analysis was carried out to test the research model. Further studies are necessary to Ssupport the research hypotheses.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.475-481
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• 2008

본 연구는 어떤 사건에 대한 예측 정확성 여부와 기억을 회상할 때의 정서 상태가 후견지명 편향 (hindsight bias)에 미치는 영향을 알아보고자 하였다. 이에 valence 축에 따라 긍정적 정서와 부정적 정서를 일으키는 두 가지 음악을 제시하고 두 조건에 대하여 기억에 대한 과잉 확신이 얼마나 달라지는가를 분석하였다. 예측 정확성 여부에 대해서는 실험 결과 데이터 중 예측 일치 조건과 불일치 조건으로 나누어 후견지명 편향에 끼치는 영향과 정서와의 상호작용이 있는가를 분석하였다. 사람들은 예측과 반대되는 결과를 접했을 때 결과에 anchoring하여 기억을 회상하려는 편향이 더욱 커졌으며 부정적인 정서보다 긍정적 정서 상태일 때 후견지명 편향이 더욱 커졌음을 밝혔다. 특히 예측과 상이한 결과 피드백을 받고 긍정적 정서 상태일 때 가장 많은 왜곡 현상을 보였으며, 예측 불일치/ 부정적 정서 조건, 예측 일치/ 긍정적 정서 조건, 예측 일치/ 부정적 정서 조건 순으로 후견지명 편향을 보였다. 이 결과는 정서 상태보다 어떤 사건에 대한 예측 정확성 여부가 후견지명 편향에 더 큰 영향을 준다는 것을 시사한다. 본 연구의 실험실 상황을 통하여 자기와 관련이 없는 중립적 과제를 통해서도 후견지명 편향이 나타남을 알 수 있었다. 특히 그 동안 거의 이루어지지 않았던 정서와 후견지명 편향의 관계를 밝히고, 기존의 예측 정확성에 따른 편향을 설명하는 모델간 논쟁이 많았으나 실험 결과가 motivational model을 지지함을 밝혔음에 의의가 있다.

• Journal of Korean Society of Forest Science
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• v.95 no.3
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• pp.291-298
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• 2006

This study analyzes how expectations, perceived performance and expectation-disdonfirmation of the recreation-forest visitors affect their satisfaction and revisit using path analysis. These results which would maximize visitors' satisfaction and revisit will enhance recreational forest management. As the results, factors of expectation-disconfirmation positively effected visit satisfaction are experience-facilities, natural resources, access and valley factors. In addition, natural resources factor effects positively their selection-satisfaction. Also, visit-satisfaction and selection-satisfaction effect positively to their revisit intention. This result show seeking the visitors' satisfaction through recreation-forest manager try to expectation-disconfirmation of experience-facilities, natural resources, access and valley factors exchange to positive expectation-disconfirmation.

• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Asia Marketing Journal
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• v.1 no.1
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• pp.2.1-2.38
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• 1998

본 연구에서는 소비자 만족 형성 과정에서 발현되는 소비자의 감정 반응의 역할에 대해 이론적 및 실증적으로 고찰하였다. 소비자 감정 반응에 관한 선행 연구의 고찰을 통해 소비자 만족 형성 과정에서 발현되는 소비자 감정 반응은 구매라는 사건을 중심으로 기분 상태와 소비 정서라는 주요한 범주로 구분할 수 있음을 발견하였다. 다음으로 감정과 인지의 관계를 설명하는 이론, 특히 정서의 인지적 평가 이론을 기초로 기존의 기대-불일치 모형에 의한 인지적 과정과 기분 상태→소비 정서의 감정적 과정을 결합하는 연구 모형을 수립하고 확인적 요인 분석과 구조 방정식 모형으로 실증 분석하였다. 실증 연구 결과 점포 내 기분 상태는 유쾌와 각성, 소비 정서는 긍정적 소비 정서와 부정적 소비 정서의 차원으로 구분되며, 기대가 소비자의 점포 내 기분 상태의 인지적 평가로, 불일치가 소비 정서의 인지적 평가로 간주될 수 있으며, 점포 내 기분 상태가 제품의 성과 판단과 소비 정서에 직접적으로 영향을 미친다는 사실이 밝혀졌다.

• Korean Journal of Health Psychology
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• v.15 no.3
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• pp.483-498
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• 2010

This study is to examine the effects of emotion regulation strategies in facial expressions and emotional experiences, based on the facial expressions of groups, using antecedent- and response- focused regulation. 50 female undergraduate students were instructed to use different emotion regulation strategies during the viewing of a disgust inducing film. While watching, their facial expressions and emotional experiences were measured. As a result, participants showed the highest frequency of action units related to disgust in the EG(expression group), and they reported in the following order of DG(expressive dissonance group), CG(cognitive reappraisal group), and SG(expressive suppression group). Also, the upper region of the face reflected real emotions. In this region, the frequency of action units related to disgust were lower in the CG than in the EG or DG. The results of the PANAS indicated the largest decrease of positive emotions reported in the DG, but an increase of positive emotions reported in the CG. This study suggests that cognitive reappraisal to an event is a more functional emotion regulation strategy compared to other strategies related to facial expression and emotional experience that affect emotion regulation strategies.

• Journal of the Korea Society of Computer and Information
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• v.15 no.12
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• pp.237-245
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• 2010

Korea Communications Commission (KCC) has been providing the pilot service of URC(Ubiquitous Robot Companion), which is a network-based personal robot, to 1000 Korean households since 2006 to define potential users' needs and adoption behaviors. Personal innovativeness might play a critical role in adoption of URC services by users because much sophisticated and convergence technologies are incorporated into URC services. Also, defining not only perceived beliefs about URC services but also expected beliefs about them are very crucial to reduce disconfirmation between users' perception and expectation of URC services. From this point of view, this paper aimed to examine robot users' adoption behavior by considering constructs such as personal innovativeness, usefulness (perceived usefulness - expected usefulness, P-E), user attitude, and intention to use. The findings reveal that personal innovativeness is negatively related to usefulness (P-E) whereas usefulness (P-E) influences significantly and positively on user attitude. It is also shown that usefulness (P-E) and user attitude have strong positive effects on intention to use.