• Journal of Korea Game Society
• /
• v.13 no.2
• /
• pp.131-142
• /
• 2013

The current study examined how different level of self-constol and construal level influences game users' game addiction. Also we explored the interaction effect between the individual's self-control and construal level on game addiction. To answer the research questions, we conducted an online survey and total 918 participants were selected for the final analysis. According to the results, users with low level of self-control and low-level construal showed higher level of game addiction. In addition, we found a significant interaction effect between self-control and construal-level on game addiction. In high self-control group, game addiction level was low regardless of level of self-construal. However, in low self-control group, the level of construal-level affected game addiction. We found that construal-level played an important mediating variable. These findings suggest a noble insight for autonomous control in alleviatinggame addiction by changing one's level of self-control and self-construal.

• Journal of Digital Convergence
• /
• v.16 no.3
• /
• pp.261-273
• /
• 2018

The purpose of this study is to find out how the online brand community characteristics affect customer behavior according to self-construal level and gender difference. The characteristics of online community are divided into interaction, objectivity, information provision, and activity reward. First, interactivity and activity compensation among the characteristics of online community have a positive effect on brand community commitment. On the other hand, the effect of purpose and information provision is insufficient. Second, the greater the commitment to the brand community, the higher the WOM effect is. Finally, this study shows that customers with dependent self-construal tendencies have more brand community support than customers with independent self-construal tendencies, and females show more brand community support than males. This study suggests an efficient marketing approach to companies through a brand community commitment by understanding the intrinsic motivation of consumers' self-construal level.

• The Journal of the Korea Contents Association
• /
• v.21 no.6
• /
• pp.678-686
• /
• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• Management & Information Systems Review
• /
• v.38 no.3
• /
• pp.211-225
• /
• 2019

In recent years, consumers emphasize the various sensory experiences in the process of shopping rather than the practical value of shopping results. In order to satisfy consumers' diverse needs, retailers transform their offline stores into experiential spaces to encourage consumers to experience diverse and enjoyable experiences. This study divided the sub-factors of customer experience into hedonic experiences, functional experiences, and social interaction experiences, and investigated the effect of sub - factors of customer experience on consumers' enjoyment and intention to stay in off-line store. In addition, it is assumed that there will be a difference in the influence of three levels of customer experience on enjoyment according to the consumer's self-construal levels. As a result of this study, all of the hypotheses were supported except hypothesis 1 that the customer's hedonic experience has a positive effect on pleasure. In addition, as a result of verifying the moderating effect of self-construal levels, the self-construal level of consumers has no significant effect on the path of hedonic experiences on pleasure, but significant moderating effects of self-construal levels were identified in the pathways of functional and social interactive experiences on pleasure. The results of this study will be helpful in identifying and utilizing differentiated experience marketing strategies in the off-line stores that only offline channels can have in the fierce competition due to the diversification of distribution channels.

• Journal of Digital Contents Society
• /
• v.18 no.3
• /
• pp.475-483
• /
• 2017

This study attempted to investigate how the effectiveness of value-oriented promotion for media contents depends on self-construal and incorporated Schwartz' value system theory(1992) and Gutman's means-end chain theory(1982) into the development of hypotheses. It was expected that media content promotion emphasizing "openness to change" value would be more appealing to those with independent self-construal, whereas media content promotion emphasizing "conservation" value would be more appealing to those with interdependent self-construal. These hypotheses were generally supported in a series of experiments. Also, the dynamic relationship among the four primary value dimensions proposed by Schwartz (i.e., openness to change, conservation, self-enhancement, self-transcendence) was clearly validated in this study.

• Proceedings of the Korean Institute of Surface Engineering Conference
• /
• 2012.05a
• /
• pp.263-263
• /
• 2012

EML coating system은 코팅물질에 적절한 열을 가하기 위하여 상당히 높은 수준의 자기장을 이용한다. 이러한 이유로 인하여 EML 코일 주변에 자기장 차폐를 하지 않을 경우 주변의 금속성 물질에 전자기 유도 현상에 의하여 높은 수준의 와전류가 발생하여 결과적으로 열적인 손실을 발생하게 된다. 이러한 열적인 손실은 전체 시스템읠 효율 뿐 만 아니라 시스템의 안정적인 운전에도 좋지 않은 영향을 주게 된다. 이러한 영향을 방지하기 위하여 EML coil 주변은 자기 차폐를 하게 된다. 본 논문에서는 자기장 차폐용도로 사용하게 되는 자기차폐용 물질의 종류 및 구조에 따른 자기차폐성능 및 각 자기차폐물질에서의 발열을 전자기 해석을 통하여 도출 하였다.

• Proceedings of the Korean Society for Cognitive Science Conference
• /
• 2010.05a
• /
• pp.25-30
• /
• 2010

자기설명이 학습을 촉진시키려면 무엇을 설명해야 하는지 판단해야 하고, 그에 대해 적절한 설명을 산출해내어야 한다. 본 연구에서는 촉진자극(propmpt)를 제공해서 무엇을 설명해야 하는지에 대해 도움을 주면 자기설명 효과가 얻어지는지 알아보았다. 또한 자기설명과 촉진 자극의 효과가 학습자의 인지욕구(need for cognition)와 상호작용하는지 알아보기 위해 인지욕구 수준을 상하로 나누어 3 요인 실험을 실시하였다. 촉진자극과 자기설명의 효과는 과제와 학습자의 인지욕구 수준에 따라 다르게 나타났다. 기억검사에서는 인지욕구가 낮은 학습자에게서만, 자기설명의 효과와 촉진자극의 효과가 관찰되었다. 반면에 이해검사에서는 인지욕구의주효과가 유의하였고, 3 요인상호작용 효과가 경향을 보였다. 즉 촉진 자극을 제공하는 것은 인지욕구가 높은 학습자에게서만 학습을 향상시켰다. 이 결과는 인지부하가 학습에 영향을 미치는 것으로 해석되었다.

• The Journal of the Korea Contents Association
• /
• v.18 no.9
• /
• pp.555-568
• /
• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.

• Korean Journal of Cognitive Science
• /
• v.23 no.2
• /
• pp.185-204
• /
• 2012

A three factor experiment was conducted to explore the effects of giving prompts and asking for self explanation and the modulating effect of the need for cognition (NC) on the two interventions. The effects of giving prompts and asking for self explanation were different depending on the task and the level of need for cognition. Participants of low NC conditions showed the prompt effect and the self explanation effect in the memory tests. On the other hand, participants in the high NC conditions performed better in the comprehension test when they were given prompts and were asked to self explain. However, high NC participants performed worse when they were asked to self explain without providing the prompts. The results were interpreted to suggest the importance of detecting the right parts in getting the self explanation effect.

• KSCE Journal of Civil and Environmental Engineering Research
• /
• v.29 no.5A
• /
• pp.531-541
• /
• 2009

The research analyzes and investigates conventional concrete, hydration heat, set, and mechanical properties by making high flowing self-compacting concretes of binary blend and ternary blend as one of evaluations about the properties of the hydration heat of high flowing self-compacting concrete with a strength of 30, 50, and 70 MPa. In addition, it estimates concrete adiabatic temperatures by calculating a thermal property value of powder obtained by measuring a heat evolution amount for powder used in concrete, a thermal property value of concrete obtained by conducting a simple adiabatic temperature test, and a normal thermal property value of material used in concrete, using a simple equation. Moreover, it analyzes and investigates the hydration heat property of high flowing self-compacting concrete and the thermal stress caused by hydration heat by conducting a 3D temperature stress analysis for the hydration heat and the adiabatic temperature obtained by temperature analysis, using MIDAS CIVIL 06 program.