• Proceedings of the Korea Association of Information Systems Conference
• /
• 2005.05a
• /
• pp.19-34
• /
• 2005

본 연구는 불확실하고 덜 검증된 인터넷 쇼핑몰 환경에서 거래당사자간의 심장역할을 하는 신뢰의 선행요인을 확인하고, 신뢰와 지각된 위험, 태도, 구매의도간의 관계를 실증분석 하였다. 똔 연구모형을 검증한 결과 신뢰의 선행요인일 것으로 예상했던 이해타산 기반의 믿음, 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함이라는 4가지 요인 중 구조적 보장, 상황적 규범, e-벤더에 대한 친숙함은 신뢰에 영향을 미치는 요인으로 확인되었다. 선행요인을 기반으로 구축된 신뢰는 지각된 위험을 낮추고 낮아진 지각된 위험은 고객의 호의적인 태도에 영향을 미칠 것으로 기대했지만, 실증분석 결과를 보면 신뢰가 지각된 위험은 낮추지만, 지각된 위험이 태도에 직접적으로 영향을 미치지 않는 것으로 나타났다. 즉 신뢰와 지각된 위험은 부(-)의 관계가 확인되었고, 지각된 위험과 태도의 관계는 통계적으로 유의성을 찾기가 힘이 들었다. 또한 신뢰는 호의적인 태도에 긍정적인 영향이 확인되었으며, 호의적인 태도 역시 구매의도에 긍정적인 영향을 미치는 것으로 확인되었다. 신뢰가 태도를 매개로 구매의도에 영향을 미칠 뿐만 아니라 신뢰가 태도에도 직접적으로 영향을 미치는 관계도 확인되었다.

• The Journal of the Korea Contents Association
• /
• v.21 no.7
• /
• pp.660-670
• /
• 2021

In this study we examined the relationships between an elementary schoolchild' cognition, attitude, and the frequency and amount of kimchi consumed. Referring to previous studies, we define cognition as being composed of benefit, identity, and globalization. We examined how each cognition affected attitude, and how attitude affected amount of kimchi consumed, on a scale of preference or non-preference. We confirmed that the 'identity' cognition and 'globalization' cognition of kimchi have a positive effect on 'favorable attitude'. The 'benefit' cognition did not have a significant effect on 'favorable attitude', but it did have a positive effect on 'identity' and 'globalization', which had a significant effect on 'favorable attitude'. We also confirmed that 'favorable attitude' has a positive effect on the 'frequency of kimchi intake' and 'amount of kimchi intake'. Given these results, it is necessary to develop and supply the educational contents that stimulate the identity and globalization of kimchi in order to improve children's intake of kimchi, emphasizing the benefits of consuming kimchi.

• Management & Information Systems Review
• /
• v.39 no.1
• /
• pp.1-13
• /
• 2020

The purpose of this study is to empirically analyze the factors influencing user's intention to share photos in Instagram, a representative SNS whose main function is photo sharing. For this purpose, based on the results of reviewing related literature such as uses and gratification theory, the motivation factors for use that are expected to influence the formation of positive perception of Instagram users are derived. The results of empirical analysis of 251 Instagram users are as follows. First, the archive, self-expression, and social relations of Instagram have a positive effect on the usefulness. Second, Instagram's self-expression, social relationship and playfulness were found to have a positive effect on favorable attitude. Lastly, the user's perceived usefulness on Instagram has a positive effect on the favorable attitude, and both the usefulness and favorable attitude have a positive effect on the to photo sharing intention. Based on the results of this study, strategic implications were drawn to enable the spread of services through the positive recognition and the improvement of photo sharing intention of Instagram users.

• The Journal of the Korea Contents Association
• /
• v.15 no.11
• /
• pp.58-73
• /
• 2015

For the purpose of achieving ad novelty, certain types of ads are frequently created to gain consumers' attention leaving out some of the main creative elements which have generally been considered to be important in producing ad effectiveness. Given circumstance, this experimental study examines the effects of different sets of creative elements in TV advertising; specifically, the research manipulated a TV commercial containing different types of creative elements and explored the effects on attitude towards the ad and the brand. The results are summarized as follow: Fist, there is significant difference in both ad attitude and brand attitude between two groups. The group of people who watched a TV commercial including both product & non-product related elements showed higher mean attitude towards the ad. Second, the ad with both product & non-product elements led more favorable attitude towards the ad when brand familiarity is high. Finally, the group of male participants showed more favorable attitude towards the ad with both product & non-product related elements when brand familiarity is low. Findings from this study will be able to provide a valuable contribution to the strategic decision-making process as ad agencies look for the basis for consideration of creative strategy in TV advertising.

• Proceedings of the Korea Association of Information Systems Conference
• /
• 1997.10a
• /
• pp.471-487
• /
• 1997

본 연구는 사용자 특성 중 조직에서 통제 가능한 요인의 사용자의 태도 및 교육· 훈련이 정보시스템이 실행 성과에 미치는 영향을 검증하기 위한 것이다. 이를 위해 본 연구 에서는 최근 신정보시스템으로 전환한 D사의 사용자를 대상으로 설문조사를 실시하여 다음 과 같은 결과를 얻었다. 첫째, 사용자 태도와 교육·훈련은 각각 독립적으로 정보시스템의 실행 성과에 영향을 미치는 것으로 나타났다. 둘째, 사용자 태도와 교육·훈련이 결합한 상 호작용 효과는 시스템 사용도에는 유의적인 효과를 미쳤지만, 사용자 만족도에는 유의적인 효과를 미쳤지만, 사용자 만족도에는 유의적인 효과를 미치지 못한 것으로 나타났다. 이러 한 연구 결과에 비추어 볼 때, 조직에서 정보시스템의 실행 성과를 높이기 위해서는 사용자 태도를 호의적으로 변화시키고, 사용자에 대한 교육·훈련을 많이 시켜야 하며, 특히 사용자 에 대한 교육·훈련은 차별화하여 실시하여야 한다는 것이다.

• Communications of Mathematical Education
• /
• v.12
• /
• pp.411-422
• /
• 2001

대학수학에서 학생들의 글쓰기를 통해 수학전반에 대한 학습진단, 느낌, 대책, 자기경험등 여러가지를 발표토록하여 바람직한 수학관을 갖고 수학학습태도를 기르도록 도움을 줄 기회를 갖게 하며, 수학이 중요하고 필요함을 깨우쳐 수학이 그들 인생의 동반자가 되도록 한다.

• Journal of Korea Society of Industrial Information Systems
• /
• v.19 no.3
• /
• pp.87-101
• /
• 2014

The theory of customer-based brand equity emphasizes the importance of brand awareness and brand image or associations in building a strong brand. Marketing scholars have recently begun to identify the two types of corporate associations, that is, corporate ability(CA) and corporate social responsibility(CSR) associations, which had long been conceptualized as a unidimensional construct of corporate image in the literature. In line with the new research stream, I'm developed a research model concerning how CA and CSR associations are related to credibility-based and benevolence-based trust, which in turn will affect emotional trust and consumer attitudes toward company. As for the hypothesized paths, the results confirm that all of the them are supported(H1-H6). First, CA associations have a significant positive relationship with credibility-based trust, and CSR associations are positively related to benevolence-based trust. Second, both dimensions of trust show strong and positive influences on emotional trust. In addition, credibility-based trust directly affect attitude toward firm in the foreign company. But credibility-based trust not affect attitude toward firm in the domestic company.

• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.59-72
• /
• 2020

Previous crisis management research has mainly focused on business organizations' responsibility for crises, and yet research on CEOs in crisis still lacks. This research examined the influences of crisis responsibility and response strategies on attitudes toward a CEO, attitudes toward a corporate, and purchase intentions in the case of CEOs in crisis. In addition, this study explored how a CEO's SNS interactivity during normal times moderates the influences of crisis responsibility and response strategies. A 2(responsibility: high vs. low)X2(strategy: defensive vs. apology)X2(interactivity: high vs. low) experimental design was conducted with 200 Chinese students in Seoul. According to the analysis results from effects of response strategies by CEO's crisis responsibility levels, regardless of the crisis responsibility levels, the apology strategy was more effective than the defensive strategy in terms of CEO attitudes, corporate attitudes, and purchasing intentions. The analysis results about the moderating role of SNS interactivity during normal times show that under the CEO's high responsibility condition, keeping high SNS interactivity during normal times and using the apology after crisis brought out most favorable responses. Under the CEO's low responsibility condition, regardless of the SNS interactivity levels, the apology strategy brought out more favorable responses than the defensive strategy.

• The Journal of the Korea Contents Association
• /
• v.13 no.11
• /
• pp.866-876
• /
• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• Journal of the Korea Society for Simulation
• /
• v.25 no.2
• /
• pp.93-100
• /
• 2016

The purpose of this study is to investigate the impacts of individual difference toward technology and situational influences on use intention of Self-Service Technology. While the previous research related to SSTs focuses on individual tendency toward technology, little research has been done on the impact of situational influences on usage intention of SSTs. This study proposed Technology Readiness Index for measuring individual tendency toward technology and categorized situational influences into two dimensions: location convenience, employee presence. The empirical testing of the research was conducted on 20' users who have prior experience in using SSTs except for ATMs in bank. This study demonstrated that the people who are favorable emotions positively affect SSTs. Also this study confirmed that it is effective to build strategies to form favorable attitude and usage intention of knowledge of SSTs rather than method through service employees. Finally, SSTs were distributed for customers.