• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.187-197
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• 2010

This study compares the national telecom commercials during the World Cup in order to investigate the communication effects of sponsorship and ambush advertising. It conducts KTF and SKT advertising in 2006 as empirical study for exploring the communication effect. As a result, empirical study says that there is no difference between sponsorship and ambush advertising in terms of attitude toward advertising, and ambush advertising results in higher attitude toward brands than sponsorship ads. The significant difference is not found in free recall, the higher rate of miscognition occurs in ambush advertising. Thus, this study confirm the significant implication that sponsorship advertising and ambush advertising should be conducted under the long-term and consistent communication strategies. This means that corporate communication strategies through sports events should be carried out centering around the campaign. It is expected that the findings of this study contribute to develop the sponsorship theory and provide practical implications on campaign strategy to advertising specialists.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.15-24
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• 2019

The purpose of the study is to present implications for the management performance and improvement of enterprises through the study of the simplicity of meals, individual values, inhuman relationships, attitude formation, awareness and solitary eating behaviors. The research method was investigated by the judgment sampling method. The collected effective samples were validated using a confirmed factorial analysis to ensure the validity of the discriminatory validity and the internal validity of the convergent validity. First of all, the company should provide information to the people who eat alone to A recognize the simplicity of their meals. Second, we should ensure that the individual values of the Honbab people can be formed through various promotional strategies that can lead to the formation of attitudes. Third, companies should pursue diverse event strategies that can lead to the formation of attitudes of the people of the Honbab family. Fourth, event development such as the provision of a very special service for customers only will have to be conducted when visiting the stores of the Honbap people. Finally, companies should focus on promoting the convenience, convenience, and time-consuming advantages of eating alone through a variety of marketing, and strive to increase their customers.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.506-514
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• 2020

The purpose of this paper is to examine the factors influencing usage intentions of Social Network Services (SNS) in MICE (Meeting, Incentive travel, Convention, and Exhibit and Event) and moderating effects of gender. This model tests various theoretical research hypotheses relating to MICE industry, SNS characteristics, and Technology Acceptance Model (TAM). The target population of this study is SNS users with MICE participation experience. The results of hypothesis testing are as follows. First, information provision, convenience, service quality and SNS usage experience positively influence attitudes toward SNS. Second, attitude positively influences usage intention of SNS. Finally, information provision and service quality to attitudes toward SNS for males are significantly large than those for females. Convenience and SNS usage experience to attitudes toward SNS for females are significantly large than those for males. And attitude to usage intention toward SNS for males are significantly large than those for females. The results of this study will provide various implications to improve usage intentions of SNS in MICE industry.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.149-157
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• 2014

The purpose of this study is to test the effects of articulation and sponsorship according to the native fit level. Especially this study is focused on the moderating effect of articulation type and thinking style. The results of this study are as follows. 1) An articulation effect appears more in the low native fit than the high one. 2), 3) The moderating effect appears in articulation type, but partially in thinking style. Namely, the difference in the articulation effect appears between commercial and non commercial articulation, but it does partially between holistic thinkers and analytic thinkers. 3) The higher articulation effect is, the more sponsorship effect(attitude toward sponsor and sponsor brand) is. The results of this study contribute theoretical and managerial implications about articulation and its effect as an effective means in marketing communications.

• Journal of The Korean Association of Information Education
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• v.22 no.4
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• pp.447-455
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• 2018

The purpose of this study is to investigate the effects of SW education using robot based on card coding on learning motivation and attitude of elementary school students. To do this, we conducted 8-hour SW education based on the CT concept of sequence, repetition, event, and control using the Truetrue, which is coded by command card for the 3rd grade of elementary school students. For the experiment, we examined the learning motivation for SW education and the attitude toward SW education based on the robot in advance. As a result, the students' motivation to learn SW education showed a statistically significant improvement. In addition, the attitude toward robot-based SW education improved statistically significantly as "good, convenient, interesting, easy, friendly, active, special, understandable, easy, simple". These results are expected to contribute to the expansion of education through various approaches of SW education.

• Archives of design research
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• v.14
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• pp.121-138
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• 1996

The purpose of this study is to develop a new architectural language and design strategies that would anticipate and incorporate new historical situations and new paradigms to understand the world. It consists of four sections as follows: First, it presents a new interpretation of space, human body, and movement that we find in modern art and tries to combine that new artistic insight with environmental design to provide a theoretical basis for performance-event architecture. Second, it conceives of architectural environment as a combination of space, movement, and probabilistic situations rather than a mere conglomeration of material. It also perceives the environment as a stage for performance and the act of designing as a performance. Third, in this context, man is conceived of as an organic system that responds to, interacts with, and adapts himself to his environment through self-regulation. By the same token, architecture should be a dynamic system that undergoes a constant transformation in its attempt to accommodate human actions and behaviors as he copes with the contemporary philosophy characterized by the principle of uncertainty, fast-changing society, and the new developments in technology. Fourth, the relativistic and organic view-point that constitutes the background for all this is radically different from the causalistic and mechanistic view that characterized the forms and functions of modernistic design. The present study places a great emphases on dematerialistic conception of environment and puts forth a disprogramming method that would accommodate interchangeability in the passage of time and the intertextuality of form and function. In the event, performance-event architecture is a strategy based on the systems world-view that would enable the recovery of man's autonomy and the reconception of his environment as an object of art.

• Asia Marketing Journal
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• v.13 no.2
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• pp.71-97
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• 2011

Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

• Journal of Convergence for Information Technology
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• v.7 no.5
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• pp.1-13
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• 2017

It is revealed that there are more registered disabled people in our country who have their disability because of acquired factors such as accidents than because of innate deformity. This phenomenon will continue and the incidence of acquired disability will increase more and more. Even though there is noticeable change, the social recognition toward the disabled is still negative. Particularly, university students are in the early adulthood according to the development of life-cycle, and this is the period that people have diverse social relationships, depart from unified frame and work in various fields, and set up their own thoughts and ideology with knowledge and skills acquired from university education. Therefore, in this study, we are going to search the recognition of the university students, who are in the previous period of entering into the society, toward the disabled, and if they have negative prejudice or attitude against the disabled, we are going to find the ways to improve on their awareness positively. The subjects of the survey were randomly selected among 230 out of total 250 students by visiting thirteen universities in Chungcheong Province, and were analyzed by using SPSS (ver. 18.0) program. T-test and One-way ANOVA were used as analytical methods to look into the difference of analysis of frequency, descriptive statistic, reliability analysis and attitudes for comprehending sociodemographic characteristics of the subjects of the survey. In conclusion, it has to be not a temporary or event-like training, but a training that makes people have positive recognition and attitude towards accurate information, knowledge, human rights, disability, and diversity. This thesis has a limitation to be generalized to the university students all over the country since the region is limited to a certain area.

• Journal of Advanced Navigation Technology
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• v.16 no.1
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• pp.76-81
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• 2012

With the spread of the various mobile devices, the studies on the learning management system based on the u-learning are actively proceeding. The u-learning-based learning management system is very convenient in that there are no restrictions on the various access devices as well as the access time and place. However, the judgments on the authentication for the user and whether learning is focused on are difficult. In this paper, the voice and user face capture interface rather than the common user event oriented interface was applied to the learning management system. When a user is accessing the learning management system, user's registered password is input and login as voice, and the user's learning attitude is judged through the response utterance of simple words during the process of learning through contents. As a result of evaluating the proposed learning management system, the user's learning achievement and concentration were improved, thus enabling the manager to monitor the user's abnormal learning attitude.

• Culinary science and hospitality research
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• v.22 no.5
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• pp.151-166
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• 2016

The purpose of this study is to understand the influence of Chinese customer coffee sought benefits on satisfaction with, and attachment and loyalty to Korean coffee shops. Based on a total of 200 samples obtained for empirical research from 10 Mar. to 25 July, 2015, of self-administrated questionaries completed by patrons in Beijing, Shanghai, Haerbin in China, data were analyzed for frequency, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression and hierarchical multiple regression analysis. The results of this study are summarized as follows. First, it was found that Chinese customer sought pursuits (functional & experimental benefits, symbolic benefit) had an effect on satisfaction of Korea coffee shop. Second, satisfaction influenced Korean coffee shop attachment and loyalty. Third, Korean wave attitude had a mediating effect between satisfaction, attachment and loyalty. From the results, we can conclude following implications: First, by providing atmosphere of South Korea, menu, barista service, we can predict that Korean coffee brands can prevail in competition through active promotions of their brands. Second, Korean coffee brands can make a strategy that includes providing full service from trained South Korean baristas and hosting talk shows between baristas from South Korea. Third, providing the opportunity to visit South Korea for local cafe tours is a good social event. These results will help control marketing strategies in China. Limitations and future research directions are also discussed.