• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.93-102
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• 2008

The attitude of community member plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• Asia Marketing Journal
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• v.6 no.1
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• pp.43-56
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• 2004

본 연구에서는 대학이 소비자 집단에 제공하는 서비스 중에서 대학의 스포츠 팀에 초점을 두었다. 본 연구는 대학 스포츠 팀을 통한 대학의 정체성 확립의 가능성을 규명하기 위한 것으로, 대학 재학생들을 상대로 소속대학에 대한 소속감과 소속 대학의 명성에 대한 인식 등을 조사하여 학생들의 소속 대학 스포츠 팀에 대한 일체감 그리고 졸업 후 모교에 대한 후원의도의 관계를 살펴보고자 하였다. 연구결과 대학생들의 소속대학의 명성에 대한 인식이 스포츠 팀에 대한 일체감에는 영향을 미치지 않는 것으로 나타났으나, 대학에 대한 소속감은 스포츠 팀에 대한 일체감에 유의한 영향을 미치는 것으로 나타났다. 또한 졸업 후 모교에 대한 후원의도에 대한 조사에서는 소속 대학에 대한 소속감, 소속 대학의 명성에 대한 인식, 그리고 소속 대학 스포츠 팀에 대한 일체감 모두 유의한 영향을 미치는 것으로 나타났다.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.282-285
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• 2007

The attitude of community members plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. Community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. Community identification effect to community loyalty. And community loyalty effect to sponsorship response.

• Journal of Korea Game Society
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• v.13 no.2
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• pp.17-28
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• 2013

The development of technology has enabled users to customize avatars using various combinations and appearances in MMORPG. This study investigated the loyalty and user immersion factors of MMORPG avatar customization, which included personal factors (self-esteem, self-efficacy) and environmental factors (challenging spirit, sense of unity). immersion factors were extracted and a research model was established by observing precedent studies conducted on Flow theory and on the development and transformation of avatars. This study established a theory based on a developed research model and by surveying the users of AION, a MMORPG game, who actively enjoyed avatar customization, after determining measurement items based on precedent studies. The research results showed that self-esteem, a challenging spirit and sense of unity must be enhanced to increase the customization immersion. In addition, research results showed that the degree of loyalty increased with higher customization immersion.

• KOREAN POULTRY JOURNAL
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• v.25 no.9 s.287
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• pp.42-43
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• 1993

• KOREAN POULTRY JOURNAL
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• v.17 no.11 s.193
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• pp.61-63
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• 1985

• Bulletin of Korea Environmental Preservation Association
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• v.6 no.15
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• pp.24-26
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• 1984

• 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.

• 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.