• 복식
• /
• 제39권
• /
• pp.283-299
• /
• 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.

• 감성과학
• /
• 제7권1호
• /
• pp.41-49
• /
• 2004

본 연구에서는 사진 이미지에 대해 어떠한 감성들이 나타날 수 있는지를 확인하여 이를 구조화할 수 있는 기본 감성 모형을 개발하였다. 그런 다음, 이 모형을 바탕으로 주요한 시각 속성 중 하나인 색의 유무가 감성에 어떠한 영향을 줄 수 있는지에 대해 알아보았다. 연구 1에서는 다양한 기법과 소재가 반영된 사진가들의 사진을 제시하고 각 사진에 대해 감성 반응을 받은 다음 이를 분석하였다. 얻어진 자료를 주축 기법을 이용하여 요인분석한 결과 감성 어휘 변량 중 약 42%를 세 요인만으로 설명할 수 있었다. 세 요인은 각각 긍정적-부정적 인상, 동적-정적 인상, 가벼운-무거운 인상으로 명명되었다. 연구 2에서는 세 요인을 감성 공간의 기본 차원 축으로 삼아 색의 유무가 사진 감성에 미치는 영향을 살펴보았다. 대표적인 컬러 사진 90장을 흑백으로 전환하여 컬러와 흑백 각각 90장의 사진 이미지를 자극으로 사용하였으며, 각각의 사진 이미지들이 세 감성 차원들에 대해 평정되었다. 감성 차원별로 색의 유무에 대해 t검증을 실시한 결과, 모든 감성 차원에서 색의 유무에 따라 통계적으로 유의한 차이가 나타났다. 흑백으로 전환된 이미지가 더 부정적이고 정적이며 무거운 이미지로 느껴지는 것으로 나타났다. 이러한 결과는 사진 이미지에서 동일한 소재와 동일한 구도라 할지라도 기본적인 시지각 속성의 변화만으로 감성반응에 중요한 차이를 유발할 수 있음을 시사한다.

• 지역사회간호학회지
• /
• 제20권2호
• /
• pp.215-224
• /
• 2009

Purpose: This study was performed to examine parenting attitude and stress according to personality type in elementary school students' mothers. Methods: The subjects consisted of 206 mothers of students. The measurement instrument was the questionnaire consisting of Korean-version MBTI and PSI test. Data was collected from March 15th to April 15th, 2008. Results: Among personality types by function, ST type was most, occupying 60.2%. Among personality types by temperament, SJ type was most, occupying 59.2%. The score of affective attitude was highest among the parenting attitudes. Parenting attitude was significantly different according to age, education, economic status, number of children, planned pregnancy, factor of stress, and family type. Parenting stress was significantly different according to planned pregnancy and factor of stress. In parenting attitudes by personality types, affective attitude was significantly different. Parenting stress was significantly different according to personality type by function. There was a negative correlation between affective and autonomic attitudes and parenting stress. There was a positive correlation between rejective attitude and parenting stress. Conclusion: It would be essential to provide dynamic developmental programs for increasing the children's social ability, and nursing intervention, education and counseling programs for decreasing parenting stress through understanding mothers' personality type.

• 한국생활과학회지
• /
• 제11권4호
• /
• pp.357-365
• /
• 2002

The purpose of this study was to examine the effects of the environmental factors and the family structure on the academic achievements of their children. Among various environmental factors, the family income, the affective relationship between mother and child, and the mother's educational involvement are considered. Total of 164 mothers with children attending elementary school completed the structured questionnaires. The degree of educational involvement of single mothers was lower than that of mothers of both parents families. In order to analyze factors that affect children's academic achievement, the path regression was performed. The family income and the mother-child affective relationship were found to have indirect effects on the academic achievements of elementary school students through maternal involvement in their children's education.

• 통상정보연구
• /
• 제10권2호
• /
• pp.63-87
• /
• 2008

This study investigates the relationship between perceived system characteristics of Internet shopping mall and loyalty, and examines how perceived website attractiveness and flow play mediating roles between perceived system characteristics of Internet shopping mall and affective commitment in the context of Internet clothing shopping mall. For these purposes, the author developed a structural model which consists of several variables. In this model, perceived system characteristics of Internet shopping mall that consist of such as familiarity, reputation, uniqueness, positive emotion, self-efficacy, and interactivity were proposed to affect the website attractiveness and flow, and in turn, result in higher affective commitment. Thus, perceived website attractiveness and flow were proposed as core mediating variables between perceived mobile service characteristics and affective commitment. To test unidimensionality and nomological validity of the measures of each construct, the author employed scale refinement procedure. The results of reliability test with Cronbach's, and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis.

• 한국과학교육학회지
• /
• 제16권1호
• /
• pp.97-102
• /
• 1996

Attitude is considered one of the most important influences on behavior and is defined as an enduring positive or negative feeling about some person, object or issues. The teaching strategies for affective domain are needed to develop the positive attiudes about environments. One of them is to faciliate the involvement of emotional feedback. The purpose of this study was to verify the effects of emotional feedback. Cognitional feedback was carried to control group but cognitional and emotional feedback were carried concurrently to experimental group. By the results, post test scores of experimental group were significantly higher than those of control group about four goals of Environmental Education, respectively. Therefore this strategy is effective to achieve goals of affective domain. Also, emotional feedback is important factor to raise the achievement of cognitive domain, too.

• 대한수학교육학회지:학교수학
• /
• 제15권1호
• /
• pp.61-75
• /
• 2013

본 연구는 수학 학습에서 우리나라 학생들의 정의적 특성을 요인 분석과 인지 진단이론을 바탕으로 학교급과 성별에 따라 분석하였다. 이종희 외 6명(2011)이 개발한 정의적 성취 검사도구를 학교급별로 적용했을 때 요인 분석과 인지 진단 이론의 모델은 적합한 것으로 판명되었으며, 이에 따라 학교급과 성별 차이를 살펴보았다. 요인 분석에 의해 수치화된 정의적 성취는 학교급별로 평균의 차이가 있었는데, 중학교와 고등학교는 차이가 없었으나 초등학교와 중등학교 간에는 차이가 있었다. 또한 학교급 내에서 남녀 차이가 있었는데, 대체로 남학생의 정의적 성취가 여학생보다 더 긍정적이었다. 인지 진단 이론에 의해 학생들이 성취한 정의적 속성의 비율을 학교급과 성별로 살펴보았을 때, 중학생이 자기 통제와 불안을 가장 많이 성취하고 있었고, 모든 학교급에서 가장 많이 성취한 속성은 수학에 대한 가치 인식이었다. 학교급 내 남녀 학생들이 성취한 속성의 수를 살펴보면, 모든 학교급에서 남학생이 학습지향성, 흥미, 자신감을 성취한 비율이 여학생보다 높았고, 여학생들은 불안이 있는 경우의 비율이 남학생에 비해 높았다. 학생들의 개인별 프로파일을 보면, 불안은 없으면서 나머지 5가지 속성을 모두 성취한 학생들의 비율이 가장 높았다.

• 한국조경학회지
• /
• 제45권4호
• /
• pp.35-44
• /
• 2017

본 연구는 주제공원의 서비스스케이프와 방문객들의 정서적 이미지, 장소애착 중 중요한 요인 중 하나인 장소의존성간의 구조적 관계를 밝히는 것을 연구목적으로 한다. 이를 위해 본 연구는 서울의 롯데월드를 연구 대상지로 선정하였으며, 롯데월드를 방문한 방문객들을 대상으로 설문조사를 진행하였다. 탐색적 요인분석, 확인적 요인분석, 구조방정식모형을 이용한 분석결과, 주제공원의 서비스스케이프 중 심미성과 쾌적성이 방문객들의 정서적 이미지 요인인 매력성과 편안함에 긍정적 영향을 미치는 것으로 나타났다. 또한 정서적 이미지의 매력성과 편안함 요인 역시 장소의존성에 긍정적 영향을 미치는 것으로 분석되었다. 이상의 연구결과를 통해 관광계획가나 조경설계가들은 주제공원의 이미지 및 장소애착도를 향상시키기 위하여 이들 요인들을 유용한 계획 및 관리요인으로 고려할 수 있을 것이다.

• 문화기술의 융합
• /
• 제5권3호
• /
• pp.139-145
• /
• 2019

본 연구는 IT분야의 종사자 및 관련자를 대상으로 업무환경에 따른 직무스트레스 요인을 파악하고 이를 바탕으로 이러한 요인들이 종사자들의 직무몰입과 정서적 몰입에 미치는 영향 관계를 살펴보기 위하여 실시하였다. 연구대상자는 서울 경기지역의 IT관련 업체 중 15개의 업체 및 개인(프리랜서)으로 선정하였다. 자료 수집은 2019년 5월 27일부터 6월 28일까지 4주간 실시하였다. 총 400부를 배포하여 최종 유효한 설문지 352부를 분석에 사용하였다. 연구결과, IT분야 종사자의 직무스트레스 요인(역할과다, 역할모호성, 역할갈등) 중 '역할모호성'과 '역할갈등'의 2개의 요인이 직무몰입에 영향을 미치는 것으로 나타났다. 직무스트레스 요인이 정서적 몰입에 미치는 영향에 대한 분석에서는 직무스트레스의 역할과다, 역할모호성, 역할갈등의 모든 요인이 영향을 미치는 것으로 나타났다.

• 한국식생활문화학회지
• /
• 제25권6호
• /
• pp.764-769
• /
• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.