• Korean Journal of Culture and Social Issue
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• v.25 no.4
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• pp.353-375
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• 2019

The purpose of this study was to examine the validity and reliability of the Playfulness Scale for Adults. The Korean version of the Playfulness Scale for adults was developed by Proyer, R.T (2017) to measure the playfulness of adults. To validate the OLIW in Korean, item translation, back-translation, item analysis, and exploratory factor analysis (EFA) were conducted with 406 adults in study 1. Of the results obtained from study1, three items and one factor (7 items) were discarded because they turned out to be improper. In addition, 4 factors that were not the same as the original scale were extracted. This was checked by conducting confirmatory factor analysis (CFA) with 336 adults in study 2. CFA supported the 4 factors structure and all 4 factors showed adequate internal consistency. To check the concurrent validity of the Korean adults playfulness scale, correlation analysis with the APS, SMAP, PSYA, and NEO Personality Assessment was conducted. It showed significant positive correlation to APS, SMAP, PSYA, and showed the similar patterns of correlation with the sub factors of NEO Personality Assessment. Adult playfulness is related to the participation frequency of leisure. In conclusion, the Korean version of the playfulness scale for adults is a valid measure of playfulness for adults in Korea. The implications, practical use and suggestions for future study were discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.12
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• pp.570-577
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• 2020

This study is aimed at figuring out the influence of early childhood teachers' playfulness and sensitivity on play teaching efficacy. The subjects of the study were 262 early childhood teachers working in kindergarten and day care centers located in J City. The instruments were the Adult Playfulness Scale, the Sensitivity Scale, and the Play Teaching Efficacy Scale. The collected data were analyzed by using SPSS. In order to find out the general background of the early childhood teachers, frequency and percentage were used. In addition, in order to assess the relationships among playfulness, sensitivity, and the play teaching efficacy of an early childhood teacher, Pearson's correlation analysis was carried out. Lastly, for examination of the effects and a relative explanation of the effects of playfulness and sensitivity on play teaching efficacy in early childhood teachers, a multiple regression analysis was conducted. The results of this study are as follows. First, there was positive correlation among playfulness, sensitivity, and play teaching efficacy in the early childhood teacher. Second, play teaching efficacy of early childhood teachers was influenced by their playfulness and sensitivity. In conclusion, the significance of this study is that there was a significant correlation among playfulness, sensitivity, and play teaching efficacy in early childhood teachers, and that both of the first two variables were factors influencing play teaching efficacy.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.665-678
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• 2021

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

• Management & Information Systems Review
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• v.38 no.3
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• pp.113-125
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• 2019

This study empirically analyzes the effect of SNS informativeness, playfulness and reliability on purchase intention and the effect of consumer's purchase intention on business performance through structural equation model, In doing so, this study aims to suggest ways to enhance consumers' purchase intention and consequently increase the business performance through various SNS marketing strategies that can efficiently manage consumers. The questionnaires were distributed to adult men and women who are in their 20s through 60s, actively use SNS, and primarily reside in Daegu and Gyeongbukdo. The 400 copies of questionnaire were distributed from September 15 to October 1, 2018, of which 364 (91%) were used for the empirical analysis, except for 36 of the questionnaires that were unfaithful or unresponsive. Basic statistical analysis including frequency analysis was performed using SPSS 22.0 and AMOS 24.0, reliability and validity analysis were also performed, and finally hypotheses were tested by performing confirmatory factor analysis and path analysis of structural equation model. All of the SNS informativeness, playfulness and reliability were shown to have positive effects on the purchase intention. In addition, the effect of purchase intention on business performance was found to be significant. Companies should come up with a strategic SNS marketing plan to encourage consumers to enhance the willingness to purchase their products and services through SNS, and to make actual purchases, thereby improving business performance.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.55-72
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• 2021

This study aims to research the influences of the discrimination of internet media and one-person media environment, especially, the one-person media creators leading the mobile media that could be accessed and viewed anywhere, on the user attitude and continuous subscription intention. Especially, this study aimed to understand the current situation of one-person media market represented as YouTube, to explore the relationship and ecology between each subject and elements composing the media market, and also to understand the mediating effects of the characteristics of YouTube creators on the relation between contents involvement and user attitude, and the relation between user attitude and subscription intention, and the mediating effects of contents involvement on the relation between characteristics of creators and user attitude. As research methods, first, for the theoretical establishment, this study collected, conducted, and organized the published domestic/foreign theses/journal papers. For the objective validity and verification of the established research model, a survey was conducted targeting adult men and women currently watching YouTube, and then the empirical analysis was performed through the final effective samples. And the results of this study are as follows. First, the playfulness and reliability on the relation between characteristics of creators and contents involvement were not significant while the professionalism was significant. Second, the professionalism on the relation between characteristics of creators and user attitude was not significant while the playfulness and reliability were significant. Third, the relation between contents involvement and user attitude was significant. Fourth, the relation between user attitude and subscription intention was also significant. Also, in the results of verifying the mediating effects of contents involvement, the contents involvement completely mediated the relation between characteristics(playfulness, reliability, and professionalism) of creators and user attitude. And in the conclusion, this study presented the implications and suggestions for further researches in the future.