• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.922-934
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• 2013

This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self-presentation attitude) based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers between the ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis for measurements and structural equation modeling analysis for hypotheses testing were implemented. The results show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that the need by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that the trait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity also positively influences both social function attitudes toward luxury brands. Self-expression and self-presentation attitudes toward luxury brands have positive influences on luxury brand purchase intentions through an affective attitude that facilitates a mediating role between two social function attitudes and the purchase intentions of consumers. This research contributes to a deeper understanding of the formation process of Korean consumers' purchase intentions for luxury brands and the literature on the role of related variables (need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and purchase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclusion discusses the practical implications and limitations.

• Journal of the Korean housing association
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• v.15 no.1
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• pp.121-128
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• 2004

The purpose of this study is to investigate the correlation between the affective responses and residents' satisfaction in apartment housing estates. This study was conducted to empirically identify the effect of physical contents of apartment buildings on the affective response and satisfaction of residents. The area for evaluation was limited to four apartment buildings in Daegu, and the subjects for evaluation were also limited to a group of residents living at the four apartment buildings. The correlation between the satisfaction with the physical elements of each apartment and the affective factors was analyzed. The analysis showed that there was mostly a statistically significant negative correlation. This result also suggests that the satisfaction with the physical elements may vary depending on the affective attitude. SPSSWIN, a statistical program was used for analysis.

• The Korean Journal of Community Living Science
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• v.23 no.1
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• pp.41-50
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• 2012

This study was performed to understand the depression of children with hearing impairment with relation to their mothers' nurturing attitude and sign language level. The subjects were 131 hearing impaired children aged from 9 to 16 years and their mothers, who had no hearing impairments. The children's depression was assessed by CDI(Kovacs 1983) adapted by Cho and Lee(1990), and the maternal attitude was measured through the instrument developed by Oh and Lee(1982) and revised by Lim(1987). The results were as follows. First, the girls' depression was higher than the boys', and children in a dormitory type of school showed higher depression than those in a general type of school. Second, children's depression did not show differences according to mother-child communication methods but differed according to mothers' sign language level. Children whose mothers had high level of sign language showed the highest depression and those whose mothers had beginning level of sign language showed the lowest depression. And mothers' affective, goal- achieving and rational attitude were negatively related with children's depression. Third, the depression of hearing impairment children was influenced mainly by the maternal affective attitude, and the next order was the type of school the children attend.

• Journal of the Korean School Mathematics Society
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• v.9 no.1
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• pp.41-55
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• 2006

Although gifted students are well ready in the perspective of intelligence, in order to make their learning highly effective, it is necessary to revitalize their intellectual abilities and progress it into proactive learning behaviour It is requisite to stress on the affective variables for achieving this. This study examined and analyzed affective variables for the subject mathematics on self-concept toward mathematics, attitude, interest, mathematical anxiety, and learning habits.

• Journal of Distribution Science
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• v.19 no.12
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• pp.71-81
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• 2021

Purpose: This study to seek to answer two research questions in distribution science: what photo decoration cues in online grocery stores could be identified? Could photo decoration cues significantly effect on the affective perception and behavioral intention of consumers? Research design, data, and methodology: his study conducted a laboratory experiment with a 2×2×2 factorial design to validate the proposed research model and test our proposed hypotheses. Research design, data and methodology: Two stages experiments were adopted in this study, among 360 voluntaries who have had an experience of online grocery shopping, 331 valid data had been collected and analyzed using MANOVA and PLS-SEM algorism. Results: (1) both reflective surface and complementary goods layout lead to visual appeal and shopping enjoyment; (2) contrast color usage positively impacts on visual appeal while does not significantly affect shopping enjoyment; (3) consumers' affective responses positively impact attitudes toward product and store which in turn lead to purchase intention and store loyalty. Implications for research and practice are discussed. Conclusions: Using the media richness theory, visual rhetoric theory and visual design literature as the theoretical foundation, the study provides a solid foundation to comprehend the impact of photo design artifacts on consumers' affective responses when online consumers shopping online for fresh grocery.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.419-427
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• 2011

In modern society, the importance of leisure has been already recognized widely. Recently, interest in participation in more active leisure activities is growing. Furthermore, environmental concerns stemmed from global warming came to the fore. Thus, the purpose of the current study was to examine the effect of recreation specialization representing people who are participating in more active leisure activities on environmental attitudes. A total of 393 college students participating in physically active club activities were selected for this study. Main findings were as follows; First, overall recreation specialization had strong positive effect on environmental attitude. Second, out of sub-factors of recreation specialization, affective specialization had positive influence on environmental attitude. Finally, out of sub-factors of affective specialization, attraction positively affected environmental attitude. This study suggests that individuals who participate in leisure activities more actively are more conscious of environmental problems.

• The Korean Journal of Food And Nutrition
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• v.27 no.3
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• pp.383-392
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• 2014

This study was implemented to understand the motivation factors for $2^{nd}$ grade schoolchildren that effect on their preference for the sweet taste. The subjects included were 118 children (59 boys and 59 girls) and 118 children's guardians, from one elementary school. Children participated in sweet preference test and questionnaire survey with researcher's guidance provided in the school. Children's guardians were asked to fill out the questionnaire via home-letters. The results were as follows: 59% of the children preferred the cocoa beverage with the highest concentration of sugar among five cocoa beverages (0%, 2.5%, 5%, 7.5%, and 10% of sucrose/milk volume). The variables consisted of affective attitude, cognitive attitude, self-efficacy, parenting style, and sweets frequency. According to the analysis, sweet preferences were correlated with children's affective attitude (r=-0.207, p<0.01), self-efficacy (r=-0.288, p<0.01), frequency of drinking carbonated beverage (r=0.272, p<0.01), preference for yogurt (r=0.184, p<0.05), and preference for sweet bread (r=0.226, p<0.05). These results indicated that children can be more affected by affective attitude than cognitive attitude, and self-efficacy can be an important motivation factor to control the eating behavior related to sweets. Therefore, nutrition educators need to focus on developing various methods related to increasing self-efficacy for encouraging and motivating healthy eating behavior in children.

• Journal of the Korean Society of Costume
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• v.39
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• Korean Journal of Artificial Intelligence
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• v.12 no.1
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.

• Journal of the Korean Society of Costume
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• v.29
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• pp.39-52
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• 1996

The purpose. of this study were to identify the types of consumer affective responses to investigate the attitude formation process on the apparel advertising and to identify the differences among related variables according to the sensation seeking and the brand famili-arity. The result of this study were as follows: 1. The consumer affective responses on ap-parel dvertising was composed of six dimensions; Upbeat feeling Negative feeling Warm feeling Sensual feeling Emotional feel-ing and Uninvolved feeling. 2. The related variables to consumer responses on apparel advertising were signifi-cant differences according to the sensation seeking and the brand familiarity. 3. The main causal course on the apparel ad-vertising was the consumer affective responselongrightarrowthe advertising attitudelongrightarrowthe brand evalu-ationlongrightarrowthe brand attitudelongrightarrowthe purchase in-tention. Also there were differences in atti-tude formation process according to the con-sumer affective respeonses.