• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.82-95
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• 2017

This study is to examines how cognized parental attachment influence college life adjustment and measures the mediating role of dispositional optimism. 253 Chinese international students participated this study. The data were analyzed by frequency analysis, factor analysis, correlation analysis, multiple regressions analysis, Sobel Test via SPSS 18.0 program. Age, educational background, proficiency of Korean, along with cognized communication, faith yielded positive correlation with college life adjustment. And alienation was negative correlation. The data were collected through convenience sampling method. Age, proficiency of Korean, alienation which is one of the lower factors of cognized parental attachment and dispositional optimism have a positive effect on college life adjustment respectively. The results indicate that the mediating effect of dispositional optimism is statistically significant on the relationship of cognized parental attachment and college life adjustment. Based on the aforementioned results, In order to improve the college life adjusting ability of Chinese international student, not only stable parental attachment, but also seek method to improve filial personal optimistic cognition.

• The Journal of the Korea Contents Association
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• v.8 no.6
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• pp.140-150
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• 2008

This study examines the economic ripple effect of Korean wave(Hallyu). Specifically, this study tries to investigate how the satisfaction of Korean popular music among Chinese college students affects the purchase intention for Korean culture products such as Korea tour, the Korean language, and Korean martial art(Taekwondo). These products are not directly related to the Korean popular music. Results show that the overall satisfaction of Korean popular music leads to the preference for Korean popular music, which in turn improves the liking of Korean wave(Hallyu), the liking of Korea, and the purchase intention for Korean culture products. It is also found that the liking of Korean wave(Hallyu) affects the purchase intention for Korean culture products, which is mediated by the liking of Korea. However, the positive relationship between the liking of Korea and the purchase intention for Korean culture products is shown marginally significant.

• International Area Studies Review
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• v.12 no.2
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• pp.227-250
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• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.175-189
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• 2020

While there have been many previous studies showing that an entrepreneur's personal characteristics have a significant impact on his intention to start a business, there was relatively little research on the inherent mechanisms for this. Recent researches show that entrepreneur's personal characteristics affect the entrepreneurial intention through entrepreneurial attitude and perceived behavioral control, rather than directly. This study carried out empirical research on 233 Chinese university students on what personal characteristics affect the entrepreneurial intention of Chinese university students, who are actively engaged in start-up activities recently. Based on the theory of planned behavior, we set entrepreneurial attitude and perceived behavioral control as important variables that shape the entrepreneurial intention and formed a model and hypotheses that personal characteristics of a potential entrepreneur(leadership, planning, innovation, sociality) affect the entrepreneurial intention through these two variables. We verified these hypotheses by regression analysis and structural equation model. The analysis confirmed that for Chinese university students the entrepreneurial attitude and perceived behavioral control were important antecedent variables that shape the entrepreneurial intention. It was also shown that leadership and innovation have a positive influence on the entrepreneurial attitude, while leadership and planning raise the level of perceived behavioral control. As a result, leadership forms the entrepreneurial intention through the entrepreneurial attitude and perceived behavior control, and innovation affects the entrepreneurial intention through the entrepreneurial attitude, while planning affects the entrepreneurial intention through perceived behavior control. Therefore, entrepreneurship education that emphasizes leadership, innovation and planning is required for Chinese college students as a potential entrepreneur. These three factors could also be important personal characteristics when choosing a potential entrepreneur.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.193-202
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• 2019

In this study, we want to check if there are similarities and differences between Chinese students and Korean university students who make up the highest percentage of Korean students studying abroad and see what attributes affect their satisfaction with the use of Internet shopping malls. Based on the results, Chinese students will be able to suggest ways to increase their satisfaction in the process of using local Internet shopping malls and advise companies operating domestic Internet shopping malls on strategies to improve the satisfaction of foreign customers. According to the study, among the system evaluation factors experienced by Korean students and Chinese students when using Internet shopping malls, Korean students showed better information quality than their Chinese counterparts, and Chinese students showed better functionality than their Korean counterparts. Second, among the logistics system evaluation factors Korean and Chinese students experienced when using Internet shopping malls, both speed and delivery quality showed that Korean students were better than Chinese students. Third, when Korean students use local Internet shopping malls, the factors that affect their satisfaction with consumption were found to have significant effects on functionality, delivery quality, response reliability, information quality and speed. Fourth, Chinese students studying abroad showed that functionality, information quality, speediness and response reliability all had a significant impact on satisfaction, except for delivery quality.

• Industry Promotion Research
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• v.9 no.1
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• pp.231-239
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• 2024

This study aims to verify the moderated mediating effect of a growth mindset on the effect of academic burnout on academic self-efficacy through study engagement among Chinese college students. Data were collected through a survey targeting 547 college students who were purposively sampled at a junior college in China. The collected data was analyzed using SPSS PC+ Win ver. 25.0 and SPSS PROCESS macro ver. 4.2. The applied statistical methods were frequency analysis, reliability analysis, correlation analysis, and moderated mediation effect analysis. The study showed that academic burnout had a significant negative correlation with growth mindset, study engagement, and academic self-efficacy. On the other hand, growth mindset, study engagement, and academic self-efficacy showed a significant positive correlation. Second, the moderated mediating effect of a growth mindset was verified in the effect of academic burnout on academic self-efficacy through study engagement. Based on these results, this study proposed a method to protect academic self-efficacy by applying study engagement and growth mindset in situations where academic burnout among college students reduces academic self-efficacy.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.769-782
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• 2024

The purpose of this study analyzes by confirming the structural relationship between the four variables of Chinese college students' health beliefs, planned behavior, behavioral control, and exercise persistence, this study can establish measures to enhance and improve college students' health beliefs and planned behavior and improve behavioral control. The purpose is to provide basic data to improve the level of continued exercise among college students. The EBI study verified reliability and validity through a preliminary survey targeting 380 people. This survey distributed questionnaires to college students at 52 universities from May 12 to July 21, 2023, and a total of 5,109 copies were finally selected and analyzed, excluding invalid questionnaires. As a result of the study, first, the structural relationship between variables showed that health beliefs had a positive effect on planning behavior, behavioral control, and exercise persistence. Second, planning behavior was found to have a positive effect on behavioral control and motor persistence. Third, behavioral control was found to have a positive effect on exercise persistence. Fourth, planning behavior and behavioral control were found to play a positive mediating role in the relationship between health beliefs and exercise persistence. Therefore, to improve college students' health beliefs, schools should open a health psychology curriculum. Furthermore, there is a need to strengthen college students' beliefs about their health by developing and distributing customized health education programs for college students.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2011.05a
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• pp.103-104
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• 2011

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.267-273
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• 2010

This study is about to reveal the connections and the importance of China's country image, product image, and purchase intention. Following are the results of the empirical analysis summary. First, in country's national image, except political image, economic image and cultural image have a positive (+) impact on the product image is true. Secondly, a country's product image have a positive (+) impact on purchase intention. Therefore, consumer tend to improve purchase intention when China's product image increase. In summary, consumers' purchase intention can obtain the best positive result, when a country's national image is set as the core factor, which combines and improves concurrently with one's product image.

• The Journal of the Korea Contents Association
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• v.9 no.9
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• pp.403-410
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• 2009

This paper is to find out which factors affect preference and revisiting on brand personality according to cross-national college students in Korea and China, and to suggest distinguished strategies for attracting core customers continuously on each country and restaurants. The questionary hand out each 150, then used for data analysis 142 in Korean, 122 in China. The results come up with; First, It couldn't compared huge gap for McDonald and Burger King in sampling. Second, three variables (successful, harmony, and western) are highly recognized brand personality in Korean. They should build up powerful image to communicate 20's ages. For Chinese that ranked highly three variables (Darling, Friendly, and Sincere), they reinforced warm-hearted image with special character, providing promotion coupon, and various event. Third, because 2 factors(Sincere and Sensitivity) had significant in preference for Korean and Chinese. It should be formed non-producted parts which are visual decoration, atmosphere, uniform and music. Also, 'feminine' had meaningful for Chinese. Fourth, 'Sincere' was connected directly in revisiting for Korean and Chinese. Trust Is prior to customer and brand. Also, for Korean, 'sensitivity' had significant. Therefore, it should make exciting surrounding, and atmosphere.