• Journal of Korea Game Society
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• v.14 no.4
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• pp.105-120
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• 2014

Many of recent studies have suggested various positive outcomes of serious games. However, relatively little emphasis has been placed on the roles of user-centered factors from a psychological perspective. One of the main goals of serious games is the change of the user's perception and behavior towards a positive direction. To achieve this goal, psychological factors should be applied to the user's playing process in serious games. Inspired by construal-level theory(CLT), we propose a CLT applied model (CLT in process-outcome serious games model) considering psychological factors on the player's decision making. The model will be useful not only to game developers or designers but also to game researchers as a valuable tool in persuasion and learning for serious game users.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.5
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• pp.205-221
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• 2022

In this study, the authors investigated the effect of salesperson's Selling Influence Tactics (SIT) on customers' psychological obligation, trust in salespersons and repurchase intentions in the offline cosmetics purchase channel. In addition, we examined the moderating effect of service quality perceived by customers. To this end, a survey was conducted on 298 customers who had purchased cosmetics through the offline sales channel, and the authors conducted hypothesis testing through a structural equation model. As a result of the study, first, among salesperson's sales influence tactics, emotional appeal tactics (H1a), customer ingratiation tactics (H1d), and personal appeal tactics (H1e) were found to affect the psychological obligation of customers, and emotional appeal tactics (H2a), rational persuasion tactics (H2b), information provision tactics (H2c), and customer ingratiation tactics (H2d) were found to affect trust in salespeople. Third, it was found that the psychological obligation did not have a positive (+) effect on the customer's repurchase intention, and the customer's trust in the salesperson had a positive (+) effect on the repurchase intention. Third, perceived service quality showed a significant moderating effect between psychological obligation and repurchase intention, trust in salesperson and repurchase intention. In previous studies on salesperson's Selling Influence Tactics (SIT), many studies examined salesperson's Selling Influence Tactics (SIT) by specifying sub-variables in a limited way, and studies confirming marketing factors such as repurchase intention were also insufficient. Therefore, the results of the empirical research confirmed based on this study are expected to help the standard or direction of the salesperson's Selling Influence Tactics (SIT) in future studies. In addition, this study describes implications for providing help in employee education and management for small business owners who manage and operate offline cosmetics stores, and sales strategies that should be strategically established to improve perceived service quality for customers.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.624-635
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• 2017

A variety of methods are used in public advertising to make message persuasive. In order for posters to be more appealing, one good way is to use synesthesia. This study analyzed how synesthesia were used for effective communication. The case analysis is based on the prize winning advertisements chosen by the Korea Broadcast Advertising Corporation. According to the study, synesthesia maximize the efficiency of information delivery. Secondly, in the public campaign posters, sight was the most frequently used sensory element, followed by touch, hearing, smell and taste, respectively. Third, visual tactility was mostly used in nature and environment related posters to effectively deliver the messages. In the topic of social community campaigning, visualization of hearing was applied the most. Lastly, when more than three multisensory stimulations were present in the public campaign, the strongest sense stimulus played the largest part in making message delivery more efficient. The results of this study are expected to provide a scientific basis for future campaign posters that synesthesia expression elements are applied.

• Journal of Korean Society of Forest Science
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• v.85 no.1
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• pp.24-33
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• 1996

The theory of reasoned action was examined as a theoretical model which explains the relationships among belief, attitude, and intention regarding the policy of limiting the total number of visitors per day in the national parks during the high-demand season. Also, effects of persuasive messages developed to change users' attitude toward the policy positively were examined. Among the visitors in Kyeryongsan National Park, 563 visitors participated in on-site and mail survey. The number of visitors who had positive and negative attitudes toward the policy was in the ratio of 43 to 49. A significantly positive relationship was found between the sum of belief and outcome evaluation crossproducts and attitude(r=0.42). Intention could be explained with attitude in an acceptable power ($R^2=0.32$). The visitors who had negative attitude and intention regarding the policy before the treatment were changed positively by the two types of persuasive messages. Among the visitors receiving the persuasive messages, 74% answered that carrying out the policy is good and 66% intended to agree to carrying out the policy. It was indicated that the persuasive messages were an effective communication method between park managers and users.

• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.24 no.1
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• pp.43-48
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• 2024

This study sought to examine the effectiveness of mobile applications, which have recently increased persuasion effects by stimulating consumer experiences. In particular, to determine how content for public interest affects users' attitudes and beliefs, we selected interactivity and public interest as characteristics of mobile applications and examined their relationship. One of the actual applications was selected for research and the reactions of subjects who experienced it were investigated. As a result, the interactivity and public interest of mobile applications were found to have a direct and indirect influence on content attitude and beliefs, and it was confirmed that content attitude can affect beliefs. These research results show that cognitive structure can be influenced by reinforcing the audience's attitude toward content.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.137-150
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• 2019

In this study, we investigated the joint effects of message framing (profit vs. loss) and source type (celeb vs. general) on the persuasive effectiveness of mass media campaign to prevent drunk driving. As a result of conducting an experimental study on 218 motorcycle drivers in Vietnam, the main effects of message framing were not significant, but the interaction effect with the type of information source consistently influenced the attitude toward the advertisement, the drunk driving prevention, and the behavior intention Specifically, it is more persuasive to send a message by a general model rather than an celebrity when the loss framing method is used while it is more persuasive to send a message by a celebrity model than a general model when the gain framing is used. This study therefore provided valuable information and practical implication to the National Traffic Safety Committee of Vietnam for establishing a campaign to prevent drunk driving. In addition, this research also has valuable theoretical implication because it examines the effect of drunk driving prevention campaign on the attitude toward not only advertisement and the drunk driving prevention but also the behavior intention.

• The Journal of the Korea Contents Association
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• v.9 no.5
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• pp.257-264
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• 2009

This study gropes for the way to seek a desirable leader increase the efficiency of the mail service in the post service administration. That is to say, this study presents an appropriate leadership for the enhancement of the post service administration by investigating the relationship of the leadership to the organizational commitment and job satisfaction in the post service organization. Consequently, for the mail business organization, the selling leadership and the participating leadership show strong positive (+) interrelationship with the organizational commitment, but weak positive (+) interrelationship with job satisfaction. On the other hand, the telling leadership and the delegating leadership show weak negative (-) interrelationship with the former. Here, we can learn that the selling leadership and participating leadership are more effective on the mail business organization.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.22-39
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• 2016

How to obtain the financial resources has not been sufficiently addressed, although the unification of Korea incurs enormous cost. This study explains what tax payers of Korea think with regard to the unification tax which is a contradictory issue as a financial resource. The authors analyzed demographic factors, an initial attitude to unification and tax system, and the degree of knowledge as independent variables affecting the intention to pay the unification tax. Furthermore, through the prospect theory, the authors found out how the attitudes of tax payers change by providing them with different messages according to whether they support or oppose the unification tax. The results showed that a group who are male, a group who are old, and a group with high income tend to support the unification and the unification tax more than others. And the results presents that a group who has more interests in both the unification and the unification tax and a group who has more knowledge about the unification and the tax system have more willingness to pay the unification tax than others. In addition, with regard to the persuasive effect of distinct message types, a message which conceals the cost of attitude change was demonstrated to be more effective than a message which emphasizes the benefit.

• Proceedings of the Korea Water Resources Association Conference
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• 2020.06a
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• pp.15-15
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• 2020

기후변화로 인하여 가뭄은 그 위험성이 점차 높아질 것으로 예상되고 있다. 잠재적 대규모 가뭄피해를 사전에 예방하기 위해서는 가뭄에 보다 효과적으로 대응하기 위한 방안을 마련하는 것이 필요하며, 국가적 수자원 관리를 넘어선 국민 전반이 가뭄 심각성을 인지하고 적합한 대응을 하도록 유도하는 것이 중요하다. 기상, 수문, 농업 등 가뭄 발생의 다양한 측면들을 표현한 여러 가뭄지수 및 정보가 이미 생산되고 있으므로, 이러한 정보를 국민에게 제공한다면 국민이 가뭄의 심각성을 인지하고 물 절약 등의 행동에 동참하도록 하거나 농민의 경우 사전에 대처 방안을 마련하도록 하는 등, 공급측면에서의 수자원 관리 뿐만 아니라 수요 측면에서의 대응도 가능하게 될 것이다. 하지만 현재 제공되는 가뭄지수 및 정보는 전문적 지식이 있는 의사결정자 및 연구자 등을 위한 것으로, 일반 시민이 이러한 정보를 통해 가뭄의 상황을 이해하고 해석하여 그에 따른 행동을 하기란 어려운 것이 사실이다. 따라서, 본 연구에서는 국내 가용한 가뭄지수 및 정보로부터 국민이 체감할 수 있으며, 적절한 행동을 하도록 설득할 수 있는 가뭄정보 생산 방안을 도출하고자 한다. 사회과학적 이론, 포커스그룹 인터뷰 및 설문조사를 통하여 국민의 가뭄정보에 대한 인지 및 이해 특성을 파악하고, 시민자문단을 통하여 직접적으로 국민에게 현재 가용한 가뭄정보를 제공하고 어떻게 바라보는지 분석함으로써, 국민이 체감 가능한 가뭄정보의 방향을 제안하였다. 또한 현재 가뭄에 대한 뉴스 등이 어떠한 방식으로 생산되고 유통되는지를 분석하여 이로부터 사회과학적 측면에서 국민을 설득하기 위한 보다 효과적 방안을 제시하였다. 결과적으로 국민이 가뭄의 상황을 인지하고, 국가적 차원의 가뭄 대응의 필요성을 이해하며, 물 절약 등의 행동을 하도록 설득하는 것이 가능하게 되어, 점차 심각해져가는 가뭄에 효과적으로 대응할 수 있을 것으로 판단된다.