• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.675-683
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• 2020

This study has investigated how attachment anxiety boosts the attitude on charity appeals. Drawing on the attachment theory, we tested the hypothesis that increasing attachment anxiety (both dispositionally and temporarily primed) would have favorable attitudes towards charity appeals relates to social identification. Participants in high attachment anxiety showed more favorable attitudes towards charity appeals which can fulfill their social needs. Needs for belongness mediated the relationship between charity appeals and attachment anxiety. While past research has focused on the attachment security as motivation for helping, The current study has focused on egoistic motivation for helping and examined that attachment insecurities leads more favorable attitudes towards charity appeals that fulfill their social needs. The current study demonstrates that social needs can motivate consumers' prosocial behavior. Implications for the theory of non-profit marketing are discussed.

• Informatization Policy
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• v.18 no.2
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• pp.23-48
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• 2011

This empirical study is on the factors that influence college students'intention of using online communities by focusing on the social influence, online community identification and attitude toward using online community, and the perceived usefulness. The results of this study are as follows. First, the most popular online community site is Cyworld, and was found to provide additional services like cafes, blogs, facebook, etc. Second, the social influence in the proposed model has been classified as a subjective norm, perceived usefulness of social influence has been identified as a significant variable, and online community identification of subjective norm was significant. Third, the model configuration in a path relationship between the variables, the indirect effect of online community identification and perceived usefulness affect usage intention of online communities was larger than a direct effect. Therefore, in order to increase the usage intention of online communities, online community identification and perceived usefulness, as well as by attitude toward using online community need to be considered as ways to improve were identified.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.243-251
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• 2012

Digital items, considered as virtual assets, include avatars, accessories for the avatars, digital wallpapers, and game items, etc. The objective of this study is to examine the factors influencing the purchase of digital items. Factors, based upon Uses and Gratifications theory, including image making, self-expression, social awareness and fun-seeking, are introduced as salient variables for purchasing digital items. In addition, social identification and flow are also considered as key motivators. Statistical results indicates that social identification affects both flows and the intension to purchase digital items, and then flow next influences intension to purchase. It was also found that motives based upon Uses and Gratifications theory influences social identification, but have no impact on flow. As a conclusion, the academic and practical implications of these findings are also discussed.

• Journal of Digital Convergence
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• v.10 no.2
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• pp.109-119
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• 2012

MMORPG online game business has emerged as the most lucrative entertainment industry, with over 10 million gamers in South Korea. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' attachment or affection, game contents-related and social interaction-related construct. We assume that game contents-related construct consists of storytelling, game-play method, contents-diversity and the sense of identification, and that social interaction-related construct includes information-sharing, gamers' empowerment and the word-of-mouth. Based on data collected from online questionnaire survey, the validity of the research model has been tested. The results show that contents-related construct influences the players' attachment, and that social interaction-related construct has no direct impact on the attachment. But social interaction-related construct has been shown to influence contents-related construct, implying the indirect impact on the players' attachment.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2017.11a
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• pp.123-126
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• 2017

본 연구에서 미디어의 생산과 소비가 어떻게 사람들을 리미널한 형태로 사람들을 끌어들이는지 살펴보았다. 즉 미디어 생산의 주체 혹은 인기 있는 프로그램의 미디어 소비는 급격한 의식의 이탈을 만들어낸다. 2011년에 시작한 프로그램, '나는 가수다' 이후 지상파, 종합편성, 케이블채널에 음악프로그램, 특히 대중가요 중심의 노래 프로그램들이 대거 만들어졌다. 현재 큰 인기를 끌고 있는 '판타스틱 듀오'와 '나는 가수다' 속에 들어있는 제의적 속성인 리미널러티현상을 반 게넵(Arnold van Gennep)의 '통과의례'에 나타나는 전이 단계와 빅터 터너(Victor Turner)의 이론을 토대로 분석하였다. '전이'의 단계에 제의의 주체들은 사회적인 지위나 문화적인 상태의 속성들을 거의 가지고 있지 않은 일종의 사회적인 중간상태(social limbo)를 통과하게 된다. 미디어 이벤트로서의 리미널러티, 시청자, 가수와 도전자, 청중평가단의 일체감으로 일어나는 인지, 정서적 느낌과 그로 인한 코뮤니타스, 반구조((anti-structure) 상태를 분석하였다. 그리고 그 이후에 오는 위로와 위안 그리고 공감으로 이어지는 사회문화적 현상을 살펴보았다.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.8
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• pp.1148-1157
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• 2022

In 2019, COVID-19 changed many people's lives. Among them, metaverse supports non-face-to-face services through various methods, replacing daily tasks. This phenomenon was created and formed like a culture due to the prolonged COVID-19. In this paper, the fun elements used in the existing game were organized to find out the fun factors of the metaverse, and the items and contents were reclassified according to the metaverse with five experts. Classification was classified using reproducibility, sensory fun [graphic, auditory, text, manipulation, empathy, play, perspective], challenging fun [absorbedness, challenging, discovery, thrill, reward, problem-solving], imaginative fun [new story, love, freedom, agency, expectation, change], social fun[rules, competition, social behavior, status, cooperation, participation, exchange, belonging, currency transaction], interactive fun[decision making, communication sharing, hardware, empathy, nurturing, autonomy], realistic fun[sense of unity in reality, easy of learning, adaptation, intellectual problems solving, pattern recognition, sense of reality, community], and creative fun[application, creation, customizing, virtual world].

• Culinary science and hospitality research
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• v.17 no.1
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• pp.124-141
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• 2011

The domestic food culture in Korea has gone through great changes, among which dining out is considered most prominent. These changes are caused by a number of factors: development of several related industries, increase in dining out chances, diversification of consumer needs, change in consumption awareness and quality, increase in disposable income, women's advance into the society, etc. Under these circumstances, the fast food industry has been experiencing slow growth, whereas family restaurants and take out coffee franchises are consistently increasing the number of restaurants and shops as a part of aggressive management to increase sales. This study aims, first, to examine the effects of consumer's brand individuality and satisfaction on brand trust, brand emotion, brand identification, and brand loyalty of specialty coffee shops. Subsequently, this study observes how consumer's brand individuality and satisfaction affect the formation of brand trust, brand emotion, brand identification, and brand loyalty in accordance with preferred type of specialty coffee shops, frequency of experience, and life style in order to establish relevant strategies. The results of this study are as follows. First, brand individuality had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on brand trust. Third, customer satisfaction had a positive effect on brand loyalty. Fourth, customer satisfaction had a positive effect on brand emotion. Fifth, brand trust had a positive effect on brand loyalty. Sixth, brand emotion had a positive effect on brand loyalty. These results have the following implications. First, the dimensions of brand individuality are presented as a means to form brand loyalty, thereby demonstrating the significance of the effect. Accordingly, developing a proper brand individuality in forming brand loyalty is imperative. Second, consumers using specialty coffee shops had the greatest effect on the relation between dimensions of brand individuality and customer satisfaction in this study, while the interrelation between customer satisfaction and brand loyalty was not concretely supported in the preceding studies.

• Journal of Korean Library and Information Science Society
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• v.35 no.2
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• pp.393-414
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• 2004

Traditional role of library is focused on the book collection and its reference service. However, library should be stressed the need of educational activity in the future. This study described to classify the roles of public library, which are book collecting and its reference services, educational activities, event place service for region community. Observation survey on the public libraries in Boston and its Vicinity shows that public libraries have various children's programs and they are getting more important roles. Public libraries of case study have done not only the roles for reference service space but also the informal lifelong education institute for region community. Library as the informal lifelong education institute deserve special emphasis on the development of education program.

• Korean Journal of Legislative Studies
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• v.25 no.1
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• pp.45-78
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• 2019

This study examines the relationship between individuals' perceptions on party conflict and affective polarization. It pays particular attention to party identification as a moderating variable. Using a survey conducted in the context of the 2014 Korean local election, the present study hypothesizes that perceiving serious inter-party conflict in the political arena is likely to increase negative feelings toward out-group political party among partisans only. Not only do the results confirm our hypothesis but suggest that conflict perception leads to affective polarization among partisan voters. This paper contributes to our understanding of the mechanism that links the attribution of blame to out-group political party for legislative gridlock with ever-growing affective polarization of the electorate.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.111-137
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• 2002

The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.