• Child Health Nursing Research
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• v.8 no.3
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• pp.313-321
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• 2002

We would like to suggest the guideline of use of materials of sexual education for adolescent in school by examining the status of use of materials and by evaluating the video materials frequently used. Survey was done by enquetes on status of use of materials of sexual education from school nurses in 190 primary, 44 middle and 50 high schools in Seoul, Kyonggi-do and Kangwon-do from August 1999 to February 2000. The frequently used 84 videotapes were evaluated on their contents. As for the status of use, 99.3% of subjected schools possessed the materials for sexual education. Decision of purchase was determined according to the review of contents (92.6%). Information about materials was received by the advertisement in newspapers or broadcasting (46.1%) or recommendation of peer teacher (32.4%). Videotape was most frequently used (64.1%) rather than books or CD. Teachers concerns on the materials were the educational content according to developmental stage of students (41.9%), content provoking interest (33.5%) and concrete guide for teacher (10.6%). As for the evaluation of the contents of videotapes, a subject of education was not described out of 46.6%. Videotape producer were mostly the Government-affiliated institutes or non-profit organizations (86.8%). The year of production was indicated from 41.7%. Running time range of 21-30 minutes was highest (55.9%). The price was marked in only one videotape. Subjects of contents were general sexual education (34.5%), sexual violence or sexual harassment (21.4%), pregnancy and contraception (14.2%) and AIDS and sexually transmitted diseases (8.3%) and dating and adolescent change (4. 8%), and etc (11.9 %). According to above results, we suggested that materials for sexual education should be completed with a description on the subjected group, summary of content, information on the tape producer, year of production, running time and sale price.

• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• Korean Journal of Community Nutrition
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• v.11 no.1
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• pp.108-115
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• 2006

This study was to investigate the effect of the education about general nutrition knowledge on the acceptance of TV food advertisements in adolescents. Twenty hours of nutrition related education in home economics classes were done during 3 months, to conveniently selected 784 first grade middle school students living in large and small cities and rural areas of Chungnam Province. The education effects were evaluated through questionnaire surveys before and after the education and their comparative analysis. Average TV watching time was $29.2\pm1.16$ hours per day, which was about one hour longer on weekends. Nearly half of the subjects watched TV mainly after 9 PM. After nutrition education, nutrition knowledge scores of total subjects were significantly increased from $7.73\pm2.16$ to $10.25\pm2.51$ with a full score of 16. Food attitude and food habit scores also significantly increased from $32.45\pm4.65$ (full score 50) to $33.93\pm4.68$ and from $36.20\pm5.70$ to $37.29\pm5.87$, respectively. The general acceptance of TV food advertisements scored $25.25\pm4.44$ (full score 40) before education and $26.90\pm4.55$ after education, which was significantly raised by the education. Acceptance scores of TV food advertisements showed significant positive relationships with the scores of nutrition knowledge, food attitudes, and food habits. In addition, TV watching time had negative relationships with nutrition knowledge, food attitudes, and food habits scores, but not with acceptance score of TV food advertisements. The above results suggested that school-based nutrition education improved slightly but significantly the attitude of accepting TV food advertisements maybe through increasing nutrition knowledge and making food attitudes and habits better. Nutrition education focused on the evaluation and acceptance of food advertisements are further needed to improve the TV food advertisement acceptance of adolescents.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.8
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• pp.123-144
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• 1997

This study, by setting the systems of room sale promotion, analyzing the actual status and the present working state with its center on the 'RHotel' that is a special grade-two hotel and the sales promotion activities of each type, intends to understand the presentstatus of the hotel and present its problems and the method for improvement. The strategy of salespromotion and the ineffectivenessof the system organization were found to be imminent in the sales promotion activities as its problems, and the importanceis being not attached to the actual substance rather than to the actualresults, such as the advertisement and publicity strategies, the irrationality of sales personnel controland its evaluation method, and therefore, the goal-oriented control is not being takenad its problems are emerging. Therefore, as an improvement plan, we ought to put the plan of the hotel merchandising into action for customers to buy what they want, the establishment of the customer-oriented sales promotionservice and the communication channel using the brand-new managerial skills, systemaizesales promotion method sand strategies, develop the organizational and systematic strategies develop the organizatinal and systemactic strategies and goods for the sake of the image-making and room sales promotion of hotels, develop the activation ways of flexible operation, and also need to develop the skills of sales promotion. Accordingly, by doing irrationalsales activities in the system and the promotion with its center on the sales promotion department, and it sis urgently required that we streng then the comodity developments fitting the hotel's traits, such as uniformpolicy of cost, mass-communicationactivities for sales promotion, the improvement of non-effectiveness, and advertisement of hotel items, and the publishing of public relation books. Therefore, the best weapon for hotels before other purchaseis to be discriminatized from other competitive hotel with theunderstanding of the psychology and activities of customers, and the communicatin with customers, and to set up organicprograms of sales promotionstrategies. Also we must promote our sales in accordance with the desire of new customers, gater the market information of customers, all the time, and systematize the facility improvement, managerial policy, business strategiescorresponding with the desire of customers. By doing so, we are able to seek, at the same time, both the satis faction of customers and the sales maximization of the hotels that will perfrom the activities of sales promotion and management.

• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.55-73
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• 2007

Festivals are an indispensable feature of cultural tourism(Formica & Uysal, 1998). Cultural tourism festivals are increasingly being used as instruments promoting tourism and boosting the regional economy. So much research related to festivals is undertaken from a variety of perspectives. Plans to revisit a particular festival have been viewed as an important research topic both in academia and the tourism industry. Therefore festivals have frequently been leveled as cultural events. Cultural tourism festivals have become a crucial component in constituting the attractiveness of tourism destinations(Prentice, 2001). As a result, a considerable number of tourist studies have been carried out in diverse cultural tourism festivals(Backman et al., 1995; Crompton & Mckay, 1997; Park, 1998; Clawson & Knetch, 1996). Much of previous literature empirically shows the close linkage between tourist satisfaction and behavioral intention in festivals. The main objective of this study is to investigate the effects of evaluation attributes of cultural tourism festivals on satisfaction and behavioral intention. accomplish the research objective, to find out evaluation items of cultural tourism festivals through the literature study an empirical study. Using a varimax rotation with Kaiser normalization, the research obtained four factors in the 18 evaluation attributes of cultural tourism festivals. Some empirical studies have examined the relationship between behavioral intention and actual behavior. To understand between tourist satisfaction and behavioral intention, this study suggests five hypotheses and hypothesized model. In this study, the analysis is based on primary data collected from visitors who participated in '2006 Gwangju Kimchi Festival'. In total, 700 self-administered questionnaires were distributed and 561 usable questionnaires were obtained. Respondents were presented with the 18 satisfactions item on a scale from 1(strongly disagree) to 7(strongly agree). Dimensionality and stability of the scale were evaluated by a factor analysis with varimax rotation. Four factors emerged with eigenvalues greater than 1, which explained 66.40% of the total variance and Cronbach' alpha raging from 0.876 to 0.774. And four factors named: advertisement and guides, programs, food and souvenirs, and convenient facilities. To test and estimate the hypothesized model, a two-step approach with an initial measurement model and a subsequent structural model for Structural Equation Modeling was used. The AMOS 4.0 analysis package was used to conduct the analysis. In estimating the model, the maximum likelihood procedure was used.In this study Chi-square test is used, which is the most common model goodness-of-fit test. In addition, considering the literature about the Structural Equation Modeling, this study used, besides Chi-square test, more model fit indexes to determine the tangibility of the suggested model: goodness-of-fit index(GFI) and root mean square error of approximation(RMSEA) as absolute fit indexes; normed-fit index(NFI) and non-normed-fit index(NNFI) as incremental fit indexes. The results of T-test and ANOVAs revealed significant differences(0.05 level), therefore H1(Tourist Satisfaction level should be different from Demographic traits) are supported. According to the multiple Regressions analysis and AMOS, H2(Tourist Satisfaction positively influences on revisit intention), H3(Tourist Satisfaction positively influences on word of mouth), H4(Evaluation Attributes of cultural tourism festivals influences on Tourist Satisfaction), and H5(Tourist Satisfaction positively influences on Behavioral Intention) are also supported. As the conclusion of this study are as following: First, there were differences in satisfaction levels in accordance with the demographic information of visitors. Not all visitors had the same degree of satisfaction with their cultural tourism festival experience. Therefore it is necessary to understand the satisfaction of tourists if the experiences that are provided are to meet their expectations. So, in making festival plans, the organizer should consider the demographic variables in explaining and segmenting visitors to cultural tourism festival. Second, satisfaction with attributes of evaluation cultural tourism festivals had a significant direct impact on visitors' intention to revisit such festivals and the word of mouth publicity they shared. The results indicated that visitor satisfaction is a significant antecedent of their intention to revisit such festivals. Festival organizers should strive to forge long-term relationships with the visitors. In addition, it is also necessary to understand how the intention to revisit a festival changes over time and identify the critical satisfaction factors. Third, it is confirmed that behavioral intention was enhanced by satisfaction. The strong link between satisfaction and behavioral intentions of visitors areensured by high quality advertisement and guides, programs, food and souvenirs, and convenient facilities. Thus, examining revisit intention from a time viewpoint may be of a great significance for both practical and theoretical reasons. Additionally, festival organizers should give special attention to visitor satisfaction, as satisfied visitors are more likely to return sooner. The findings of this research have several practical implications for the festivals managers. The promotion of cultural festivals should be based on the understanding of tourist satisfaction for the long- term success of tourism. And this study can help managers carry out this task in a more informed and strategic manner by examining the effects of demographic traits on the level of tourist satisfaction and the behavioral intention. In other words, differentiated marketing strategies should be stressed and executed by relevant parties. The limitations of this study are as follows; the results of this study cannot be generalized to other cultural tourism festivals because we have not explored the many different kinds of festivals. A future study should be a comparative analysis of other festivals of different visitor segments. Also, further efforts should be directed toward developing more comprehensive temporal models that can explain behavioral intentions of tourists.

• Fashion & Textile Research Journal
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• v.20 no.5
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• pp.495-508
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• 2018

The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.22 no.1
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• pp.135-154
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• 2011

This study examined the performances of eight current e-book producers and suppliers in three areas(technology development, contents and services) using 16 evaluation criteria. Each criterion was measured using 6 scales on eight e-book producers and suppliers. The study results showed that overall, Kyobobook was the best performer, followed by Bookcube in the 2nd, Ridibooks the 3rd and Interpark the 4th. Specifically, Bookcube was the best in the field of 'technology development', Kyobobook was the best in the field of 'contents' and Kyobobook and Ridibooks worked equally best in the field of 'services'. Based on the results, some recommendations have been suggested for developing better e-book producers, effective interface design, enhancement of readability, variety of contents, development of multimedia materials and aggressive advertisement.

• Information Systems Review
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• v.10 no.2
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• pp.123-135
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• 2008

The online advertising industry's business model undertakes the change from CPM (cost-per-mille)-based to CPC(cost-per-click)-based. However, due to the problem of 'Click Fraud', CPA (cost-per-action) has been regarded as a new step. For CPA, publishers need to get information after a user clicks an advertisement. Therefore, in CPA, the key is to get Conversion Action Data (CAD). This paper introduces two existing mechanisms for getting CAD, compare their characteristics, and analyze their limitations. Then the two new mechanisms are introduced and their requirements and feasibility are analyzed. Lastly, we compare the existing two and the new two mechanisms, and point out each mechanism's business possibility, value and Application Area. This paper will help publishers choose the most appropriate mechanism on the basis of their situation.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.328-338
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• 2014

Nowadays idol pop singers are popular with teenagers and adult. Accordingly idol pop singers take a picture of advertisement. because idol pop singers have a lot of fans who are willing to use advertising products. The purpose of the present study examined causes of idol worship and differences of causes of idol worship between in idol fans' 10's and 20's. And this article investigated idol fans' intention to purchase the merchandises advertised by idol. The result showed that idol's features, idol's evaluation, idol's ways of expression, romanticization of the idol had significant effect on idol worship. And there were no significant differences of idol worship between in idol fans' 10's and 20's. Also these causes of idol worship affected on Idol fans' intention to purchase the merchandises advertised by idol. In other words, idol worship was partially mediated the positive relation between by causes of idol worship and intention to purchase the merchandises.

• Knowledge Management Research
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• v.17 no.3
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• pp.93-116
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• 2016

Knowledge, as a source of firm's competitive edges, has been drawing attention, while numerous enterprises are investing huge amount of assets to foster the right environments for executing knowledge management (KM). As a practical way of such KM, knowledge management systems (KMS) support the creation, diffusion, and utilization of knowledge, which are the tools for practicing such management style. Recently, the customer centers which make the closest contact with the customers are being concerned about the establishment of KMS. Considering the characteristics of real-time problem solving in customer centers during the consultation with the customers, the importance of KMS is paramount to the centers. This study analyzes major factors influencing the success and utilization of the customer center KMS's reestablishment, as an exploratory case study of the reestablishment of KMS in the customer center of K insurance company. First, the characteristic differences between the customer center's KMS and the traditional KMS are discussed, and the triangulation technique is applied to secure objectivity of this case study's findings. Major results of the case study state that, for the success of KMS and improvement of utilization, the followings should be considered preferentially: excellent system quality (accessibility, user convenience, easy searching, speed/menus); high information quality (accuracy, usefulness, timeliness, task-relevance, diversity, degree of specification); appropriate operation strategy and process for the utilization of system (education, training opportunity, appropriate personnel, speed and procedure of approval, compensation/evaluation); and change management via the support from the CEO's level (concern and participation of CEO, will to propel the project, investment, advertisement, etc.). This study provides practical suggestions with respect to factors which should be more carefully dealt with, since still many customer centers have hard time establishing and operating KMS due to lack of previous studies.