• Journal of the East Asian Society of Dietary Life
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• v.22 no.1
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• pp.120-132
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• 2012

The purpose of this study was to investigate thet 5 dimensions of brand personality that could affect brand attachment, and actual and ideal self-congruence in the family restaurant. Also, this study investigated the effects of actual and ideal self-congruence on brand attachment. Questionnaires were given to a sample of customers who visited one of the 4 famous national brands of family restaurants in Daegu. A total of 332 questionnaires were analyzed with SPSS/$PC^+$and LISREL. There were four major empirical research findings. First, sincerity, competence, sophistication and ruggedness affected brand attachment. And second, sincerity, competence and sophistication affected actual self-congruence. Third, sincerity and sophistication affected ideal self-congruence. And fourth, actual self-congruence affected brand attachment. However, the excitement dimension of brand personality did not affect brand attachment,; dimensions of excitement and ruggedness did not affect actual self-congruence,; dimensions of excitement, competence and ruggedness did not affect ideal self-congruence. Also, ideal self-congruence did not affect brand attachment. Based on these findings, marketers of family restaurants were recommended to strengthen the dimensions of sincerity, competence, and sophistication, and to weaken the ruggedness dimension.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.61-71
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• 1998

The purpose of this study was to identify the factors which explain consumer's information search behavior. Data were analyzed by utilizing factor analysis and multiple-regression to investigate the relationship among information sources, benefit, and actual and ideal self- image and demographics. Based on the results, information sources for benefit, actual and ideal self-image were developed. Predictors of information sources, benefits, and self-image were identified. Marketing implication about information sources were discussed. The results were as follows. 1. Actual and ideal self-images and information sources were devised into three factors. And benefits were devised into five factors. 2. Actual self-image has more predicting power than ideal self-image to the benefits which consumer sought. Among five benefits, character pursuit was the best predicted factor according to the self-image. 3. Among three information sources, mass communication was the most effective source which can be explained by the benefit and self-image. Fashion pursuit factor was the most significant factor to the mass communication oriented source.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.1088-1099
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• 2000

The purpose of this study was to investigate the effect on self-esteem and emotion of an improved self-appearance image among the female psychiatric patients, and the therapeutic effect of fashion therapy. The treatment intervention was provided for 37 psychiatric patients and the data of 17 participants was analyzed. The results were as follows: 1. The actual self-appearance image improved overall and all factors. Their expectation for the‘attractive’image was heightened. Their self-esteem was improved and negative emotions were reduced overall and depression. 2. The changes of the actual self-appearance had a positive correlation with self-esteem. and a negative correlation with negative emotion overall, especially anxiety, depression. Improvement of ‘attractive’image had the most correlation. 3. The changes of the ideal self-appearance image didn't have the correlation with self-esteem, but negative correlation with emotions overall and anxiety, depression and hostility. 4. The change in the incongruity of their ideal and actual self-appearance image overall had a negative correlation with the change of self-esteem and positive correlation with negative emotion, especially depression and hostility.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• The Research Journal of the Costume Culture
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• v.12 no.1
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• pp.90-103
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• 2004

The purpose of the present study was to investigate images pursued and purchase behaviors for clothing as determined by self-image. Data were collected through a self-administered questionnaire survey from March 3 to March 11, 2003 from 600 female students attending universities in Seoul; 514 were used for the data analysis. Data were analyzed by chi-square analysis, t-test, ANOVA, correlation analysis, tics, cluster analysis and Duncan's multiple range test. Self image was defined six factors: social image, gay image, intellectual image, girlish image, iron nerves image, image like a man and was classified three group avail of six factor: commonness type, social brilliance type, immature boldness type. The results showed significant differences in images of actual clothing worn by self and in the clothing image pursued among the groups determined by the self image. Significant differences were also found in clothing purchase behaviors such as monthly clothing expenditure, shopping frequency, store types, and the clothing items often used for expressing self-image among the groups divided by self-image.

• Asia pacific journal of information systems
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• v.20 no.1
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• pp.57-79
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• 2010

In a virtual community, one can possess multiple identities and pretend to be different by creating self-identity in contrast with his or her actual self. Does false identity undermine the qualitative growth of a virtual community by reducing members' accountability? Or does it stimulate their contributive behaviors by ensuring freedom of speech? It is imperative to understand the effects of multi-identity considering the distinct properties of a virtual community in which people easily change their identities at little or no cost. To answer these questions, we adopted the concept of self-discrepancy from the social psychology theory rooted in the concept of the self and developed a theoretical model to predict quality of contribution of the individual member in virtual communities. Based on the self-discrepancy theory, we first identified two different domains of the self: (1) an "actual self" that consists of attributes that the person believes he or she currently possesses in real life and (2) a "cyber self" that consists of attributes the person believes he or she possesses in a virtual community. Next, we derived an index for two different types of self-discrepancy by using the differences between the actual and the cyber identities: Personal Self-discrepancy and Social Self-discrepancy. Personal Self-discrepancy reflects the degree of discrepancy between actual and cyber identity regarding a person's intelligence, education, and expertise. Social Self-discrepancy reflects the degree of discrepancy between actual and cyber identity regarding a person's morality, sociability, and accordance with social norms. Finally, we linked them with sense of virtual community, perceived privacy rights, and quality of contribution to examine how having a multi-identity influences an individual's psychological state and contributive behaviors in a virtual community. The results of the analysis based on 266 respondents showed that Social Self-discrepancy negatively influenced both the Sense of Virtual Community and Perceived Privacy Rights, while Personal Self-discrepancy negatively influenced only Perceived Privacy Rights, thereby resulting in reduced quality of contribution in virtual communities. Based on the results of this analysis, we can explain the dysfunctions of multi-identity in virtual communities. First, people who pretend to be different by engaging in socially undesirable behaviors under their alternative identities are more likely to suffer lower levels of psychological wellbeing and thus experience lower levels of sense of virtual community than others. Second, people do not perceive a high level of privacy rights reflecting catharsis, recovery, or autonomy, even though they create different selves and engage in socially undesirable behaviors in a virtual community. Third, people who pretend to be different persons in terms of their intelligence, education, or expertise also indirectly debase the quality of contribution by decreasing perceived privacy rights. The results suggest that virtual community managers should pay more attention to the negative influences exercised by multi-identity on the quality of contribution, thereby controlling the need to create alternative identities in virtual communities. We hope that more research will be conducted on this underexplored area of multi-identity and that our theoretical framework will serve as a useful conceptual tool for all endeavors.

• Korean Journal of Health Education and Promotion
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• v.25 no.1
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• pp.1-12
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• 2008

Objectives: The researchers investigated the relationship among fun seeking, self-efficacy, interest in physical activity and actual physical activities of male college students, in orders to provide valuable information to professionals in health promotion. Methods: The participants were 316 male college students whose ages ranged from 18 to 30(M=22.53, SD=2.09). The questionnaires and psychological tests used in this research included the following: sub-scale of Korean Version of BAS/BIS Scale, The General Self-Efficacy Scale, International Physical Activity Questionnaires, & sub-scale of The Intrinsic Motivation Inventory for physical activity. Results: Results indicated that male students who had moderate level of fun seeking were more likely to engage in physical activities than those who showed low or high level of fun seeking. And students with the strong self-efficacy were more likely to do physical activity than with the weak self-efficacy, especially high level of physical activity. Male students who had greater interest in physical activity were more likely to engage in physical activities than those who were not interested in physical activity. A regression analysis revealed that interest in physical activity accounted for the most variance; it accounted for around 14.5% variance of actual physical activity with self-efficacy. The interaction effect of self-efficacy and interest in physical activity was significant for actual physical activity. Conclusion: This study reiterates the roles of self-efficacy and the interest in physical activity on physical activity, and found that non-linear relation of fun seeking to physical activity. These results may provide useful information for health practitioners.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.23-45
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• 2011

People could possess different self-identity under virtual world from physical world because of anonymity of the virtual world and this difference could influence their behavior in the virtual world. Based on self-discrepancy theory, this research proposes that continuous use model in self-expression goal. We defined the difference bet ween actual self~identity and ideal self~identity in the virtual world as "self-discrepancy in virtual world", and the difference between actual self-identity in the physical world and actual self-identity in the virtual world as "cross-world self-discrepancy". Before testing hypothesis, we compare the actual self-identity in the online community with the actual self-identity in the physical world, and with ideal self-identity in the virtual world. We derived an index for two different types of self-identity in terms of Personal Self-identity and Social Self-identity through factor analysis. Our results show that online community members have a higher level of ideal self-identity than actual self-identity in online community, and they have better personal self-identity in online community than physical world while a lower level of social self-identity in online community than physical world. The results of the hypothesis testing analysis based on 300 respondents showed that "self-discrepancy in virtual world" negatively influenced perceived usefulness for self-expression while "cross-world self-discrepancy" positively influenced perceived usefulness for self-expression. The perceived usefulness for self-expression and ease of use positively influence both continuous use and knowledge contribution. Specially, the effect of perceived usefulness for self-expression on knowledge contribution is much bigger than the effect of ease of use. This study extends self-discrepancy theory to virtual worlds by suggesting various types of self-discrepancy and by applying the effect of self-discrepancies in online community. Also, this study extends technology acceptance model in the personal goal in terms of self-expression. This study hopes to offer practical insights by suggesting positive effect of self-discrepancy on behavior in the online community.

• Journal of Information Technology Applications and Management
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• v.21 no.3
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• pp.97-117
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• 2014

People can differently act online than in real-life. Their virtual identities may allow them to express themselves more freely. In this perspective, there is a self-discrepancy between virtual- and real-life. Due to the anonymity, people can feel free to express who actually they are online without considering social pressure. Especially, for those people who live in a repressed society, virtual-selves can play a significant role to achieve their well-being. For this reason, a self-discrepancy between actual- and virtual-self related to well-being was studied. With 183 survey responses, political freedom, extraversion and neuroticism are identified as significant influencers of subjective well-being (SWB). In addition, an increase in self-discrepancy between virtual- and real-life for 'unhappy' people leads to an increased online well-being, which is contradictory to Higgins' self-discrepancy theory.

• Journal of Fisheries and Marine Sciences Education
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• v.28 no.2
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• pp.550-563
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• 2016

This study examined well-being as a mediator between self-discrepancy and dropout intention of junior college Student. 270 students in Busan answered the questionnaire about self-discrepancy, well-being, dropout intention. Structural equation modeling indicated that there were the complete mediating effect of well-being in the relationship between self-discrepancy and dropout intention. It indicated discrepancy between individuals' representation of their actual self(their actual self-state) and their representation of individual's hopes and aspirations(their ideal self-guide) affects junior college students' dropout intention, and well-being mediate process of self-discrepancy leading to dropout intention. This conclusion provide the significant implications that help preparing psychosocial intervention strategy for junior college students to decrease dropout intention and intervention strategy to enhance their well-being.