• Culinary science and hospitality research
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• v.22 no.6
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• pp.120-131
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• 2016

The purpose of this study was to examine the structural relationship between customers' perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 customers in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees' authenticity had relatively great influence on customers' continuous and affective commitment and their justice had greater influence on customers' normative commitment. Also, customers' continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by customers induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers' positive behaviors.

• Journal of Korean Elementary Science Education
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• v.32 no.3
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• pp.361-377
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• 2013

The purposes of this study were to develop STEAM teaching materials about 'world of small organisms' unit on elementary science education and to apply lesson using them for the 5th and 6th graders. Compared to other STEAM programs studied previously, the STEAM teaching materials of this study includes students' STEAM, teachers' guide, story-telling books and multimedia teaching aids consisted of practical resources to manage STEAM lessons. The whole program was designed from multidisciplinary integration to extradisciplinary integration through activities making creative products, meanwhile each period had discretionary S, T, E, A, M factors specifically. To examine the effects of integrated lesson on scientific knowledge, process skills, and affective domain, the study subjects were divided into two groups. The experimental group was composed of 69 individuals participated in STEAM lesson, while students of the control group were 67 individuals learned through general learning methods. The developed STEAM teaching materials affected significantly on scientific knowledge and affective domain of elementary school students, but process skills were not increased significantly. In the present study, therefore, the approach applying STEAM education could be suggested as alternative learning materials or supplementary teaching materials at the field of small organisms in elementary science sufficiently.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.5
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• pp.631-644
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• 2013

This study investigates the gaps between ideal and actual corporate social responsibility (CSR) by comparing levels of CSR perceptions and examining the relationship differences between CSR perception, perceived quality, and affective trust from a consumer perspective. Data from 315 adult samples were collected through a nationwide online survey. In order to compare ideal and actual CSR, the study employed the approach of latent means analysis (LMA) and multi-group comparisons within the framework of a structural equation modeling (SEM). The result of latent means comparison showed significant differences of perceptions on fashion CSR across ideal and actual contexts. Only actual economic CSR was evaluated higher than in the ideal context and the effect size of inter-management CSR was the largest among seven domains. Multi-group SEM revealed a significant discrepancy between ideal and actual CSR structural models that exhibited relationships of CSR perception, perceived quality, and affective trust. The paths from internal management and ethical CSR to perceived quality and from economic and philanthropy CSR to affective trust were different across ideal and actual contexts. Implying the understanding of consumer CSR perceptions and the mediating role of perceived quality, this study suggests that marketers narrow the gap between ideal and actual CSR.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.6
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• pp.646-658
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• 2011

Wide-spread practitioner literature exists for the one-to-one marketing effect from a firm's perspective; however, limited research discusses the psychological effect of one-to-one marketing from a consumer's perspective. The authors test a model that integrates the level of consumer-perceived one-to-one marketing effort (OTO-E), instrumental (i.e., perceived usefulness) and affective benefits (Le., pleasure and arousal), and attitude toward the e-store (ATE). The analysis of an online survey (conducted with 195 U.S. undergraduates) confirms the positive effect of level of OTO-E on the benefits that influence ATE. In addition, it reveals the positive effect of the affective benefits on the instrumental benefit. The results expand the current research on the value of one-to-one marketing by presenting a consumer-oriented approach. As the study was conducted in the U.S. market with intense consumer demands for individuation of service, the results should provide useful managerial/ theoretical implications to Korean apparel e-tailers, concerning their future implementation of one-to-one marketing.

• Hwankyungkyoyuk
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• v.12 no.1
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• pp.322-334
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• 1999

In environmental value education, the difference between Ecological and Economic view-point about environmentmust should be considered. Usually, although the differences are unavoidable, because our lifes are inclined to Economic life. But this propensity have become great obstacles to Environmental value education by diluting the fundamental reasons which the nature should be preserved. Furthermore we can't say that environmental problems are not solved just by economic approach, owing to its limits of solving by incentives. So we can say that it is very important to have equalized view-points in the relations of economics and ecology for balanced environmental value education. This study is to alternative environmental value education program, to have equalized view-points in the relations of economics and ecology through the small community located in Japan. The exact name of that program is GENSANGGAI. They have persued to attain a spiritual state of complete absence of ego through this program, and this spiritual state can be important environmental value educaton goal, which make the student to see the evironment with equalized view-points in the interdependence between economics and ecology. we can say that this program can be a kind affective (sentimentally perceived) environmental education program. It can be good environmental education program in affective domain. we can say that equalized view-points is to attain a spiritual state of complete absence of ego. This program is some similar to Kohlberg's latter term theory and Open educationin theory in substantial aspect, he persued Just Community Approach through Kibbutz in Israel. From the basis of his theory, if the GENSANGGAI program, which means harmony between socialization and development of moral stage, individualism and communism.

• Information Systems Review
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• v.16 no.1
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• pp.51-71
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• 2014

This study explores the influence of cognitive and affective trust on IT service project performance. Technology and Business expertise are posited as antecedents for cognitive trust which social bonding and relationship conflict as over for affective trust. Communication is posited as the commons antecedent for both kind of trust. A study was administered among IT Project leading in different projects. Analysis of 169 data point in general supports the research model. For building cognitive trust, Communication is formal to be must important while business expertise the second and technical expertise the third. For affective trust, the influence of antecedent are relatively smaller than the case of cognitive trust. For project performance, Cognitive trust seem to have stronger impact as IT may have direct impact as well as indirect impact via affective trust. Findings trust though the impact is smaller than the cognitive trust. In practice, this means to maintain Balanced approach in fostering trust-cognitive and affective.

• Journal of Korean Elementary Science Education
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• v.34 no.1
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• pp.109-122
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• 2015

In National Curriculum of Science revised in 2007, free inquiry was newly introduced to increase student's interest in science and to foster creativity by having students make their own curiosity questions and find answers by themselves. The purpose of this study is to analyze elementary school students' perceptions on free science inquiry activities applying a brain-based evolutionary approach. For this study, 106 the fifth grade students participated, and then completed a questionnaire on free inquiry activities according to a brain-based evolutionary science teaching and learning principles. The students performed a series of steps of the Diversifying, Estimating-Evaluating-Executing, and Furthering activities in each of Affective, Behavioral, and Cognitive domains (ABC-DEF approach) and constructed their own free inquiry diary, then the observations by the researcher and interviews with the students were analyzed both quantitatively and qualitatively. The major results of the study were as follows: First, the majority of the students perceived the each domain and step positively although a few of them perceived negatively. The reasons perceived as negatively were categorized into two; preference dimension of like or dislike and ability dimension of metacognitive or self-reflective capacity. Also, they perceived the free inquiry experience in the form of ABC-DEF as helpful to understand the nature of scientists' scientific activities. Based on these findings, implications for supporting authentic inquiry in school science are discussed.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.153-160
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• 2017

This study was intended to examine the influence of health consciousness on health/taste inferences, affect-based inferences, and perceived conflict between taste and health in food decision making. Seven hundred and fifty-four participants completed the survey. Structural equation modeling with a maximum likelihood method was used to test the relationships among constructs, following the two-step approach. The results of this study showed that more health-conscious consumers have a higher perceived healthfulness of food items but lower anticipated taste. In addition, this study also found consumers' cognitive responses influenced affective responses. Results suggested that when restaurants promote menu items as both healthy and tasty, consumers' positive hedonic emotions (such as pleasure) increased and negative self-conscious emotions (such as guilt) decreased, and consumers' efforts to balance health and taste were supported. At last, the implications both for academia and marketing were also established and discussed.

• Journal of Computing Science and Engineering
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• v.10 no.4
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• pp.103-110
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• 2016

Emotion recognition is an important component of affective computing, and is significant in the implementation of natural and friendly human-computer interaction. An effective approach to recognizing emotion from text is based on a machine learning technique, which deals with emotion recognition as a classification problem. However, in emotion recognition, the texts involved are usually very short, leaving a very large, sparse feature space, which decreases the performance of emotion classification. This paper proposes to resolve the problem of feature sparseness, and largely improve the emotion recognition performance from short texts by doing the following: representing short texts with word cluster features, offering a novel word clustering algorithm, and using a new feature weighting scheme. Emotion classification experiments were performed with different features and weighting schemes on a publicly available dataset. The experimental results suggest that the word cluster features and the proposed weighting scheme can partly resolve problems with feature sparseness and emotion recognition performance.

• Journal of the Korean Society of Costume
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• v.31
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• pp.75-87
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• 1997

The purpose of this study was to investigate the experiential aspects of consumer in the ap-parel buying process especially the affective aspects. An ethnographic approach is a kind of qualitative analysis or naturalistic inquiry be-ing adopted by studies of anthnopology and consumer behavior,. Data were collected via doing participant observation interview field notes and recording for three months from fe-male students of universities in Pusan. Results were as following: First consumers experienced the various kinds of affection in the apparel buying pro-cess such as satisfaction pleasure/refresh-ment interest/attraction pride conspicous-ness impulse neglect prostration anxiety ir-ritation and dispiritedness. Second especially they were felt satis-faction and conspicousness by the atmosphere of store pleasure by the smell of store and impulse by nostalgia in apparel buying process. Also negative affections felt in the process such as neglect prostration anxiety and irri-taton had a great influence to apparel buying behavior. This study was to serve as a pilot study we wished to fortify the methodology of qualitat-ive analysis to identify themes and to de-velop hypothesis for further study.