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

• Knowledge Management Research
• /
• v.21 no.2
• /
• pp.159-176
• /
• 2020

According to the social learning theory, leader' organizational citizenship behavior (OCB) is a predisposing factor for follower' OCB, because they acknowledge and imitate leader as a desirable example of behaviors for organizational and individual success. We investigate social learning effect of leader OCB on follower OCB and examine the moderating role of political skill in the mediated relationship between leaders OCB and follower OCB (with followers' affective organizational commitment as the mediator). We find that follower's affective organizational commitment may mediate the relationship between leader OCB and follower OCB. Furthermore, we find that follower with high political skill may focus on the instrumental value of OCB. Political skill moderates the relationship between follower' affective organizational commitment and follower OCB. Data from 325 leader-follower dyads support the hypothesis. Theoretical and practical implications of these findings are also discussed.

• Research in Mathematical Education
• /
• v.5 no.1
• /
• pp.59-75
• /
• 2001

This paper reports an investigation of problem solving activities of students at university level students. The study focused on the cognitive-metacognitive and affective activities appeared in problem solving process. The cognitive-metacognitive framework was used to analyzed and categorize the written response and free response of interviews probing the students\\` cognitive-metacognitive activities. Affective factors were assessed by administering the problem solving survey (Carlson, The emergence of students\\` problem solving behavior, 1999). This study provide an insight for the design of problem solving instruction by identifying cognitive, metacognitive and affective characteristics of the students\\` problem solving behaviors. The results report that the metacognitive factor were significantly related to problem solving performance interacting with both cognitive and affective factors.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.23 no.7
• /
• pp.929-940
• /
• 1999

The purpose of this study is to clarify the substance of clothing attributes which influence the preference and purchase intentions of consumer's on the clothing products and to analyze the influence of such attributes. The subjects of this study are 434 students and formal survey methodologies were used in collecting data. Moreover SAS Package(Ver 6,12) Program was used for analysis and various methods such as factor analysis cluster analysis ANOVA Scheffe test conjoint analysis multiple regression correlation analysis and {{{{ chi ^2 }}-test were followed. The results of this study were as follows : 1) Clothing involvement consists of the affective factor and the cognitive factor 2) The consumers were divided into three groups with regards to the degree of their clothing involvement : those are the high cognitive and high affective involvement group the low cognitive and high affective involvement group and the low cognitive and low affective involvement group 3) The objective attributes of clothing were determined by such factors as price brand style and color whereas the subjective and fashionability 4) Significant differences were found regarding the importance of such clothing attributes among these groups 5) Partial significant differences were found regarding the importance of such clothing attributes among these groups. 5) Partial significant differences were found with regards to the influence of the objective attributes on the subjective attributes among these groups 6) Partial significant differences were found with regards to the influence of clothing attributes on the preference and purchase intentions among these groups. 7) There were differences in the correlation of preference and purchase intentions among these groups : such among these groups with regards to the demographic characteristics of these groups.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.9
• /
• pp.235-242
• /
• 2022

One of the important research streams in the privacy literature for the past decade has been to discover factors affecting the decision-making process related to self-disclosure, called the cost-benefit analysis. However, although human behavior is greatly influenced by affective as well as cognitive factors, most of the factors found in previous studies are those with cognitive properties. Based on the awareness of this imbalanced situation, the study examines the role of affective factors on self-dislosure decision-making, especially SNS enjoyment and SNS fatigue. As a result of data analysis, the study finds that the influence of these affective factors is significant, and the influence of SNS enjoyment is greater than that of SNS fatigue. As for the relationship between the affective factors and the decision-making factors, the study finds that the positive affect(enjoyment) relates to only the positive evaluation factor(benefit) and the negative affect(fatigue) relates only the negative evaluation factor(cost), which demonstrate the congruent effect mechanism. Based on the result, the study discusses meaningful implications and suggestions for future studies.

• East Asian mathematical journal
• /
• v.40 no.2
• /
• pp.231-265
• /
• 2024

Achieving something in learning is a very important task. Due to its significance, extensive research has been conducted over a long period to determine what factors influence learning. In the field of mathematics, such research has been continuously carried out, and as a result, it has been revealed that cognitive, affective, and socio-environmental factors influence mathematics learning. However, most of these studies were based on one or two variables, and thus, they did not comprehensively examine the factors affecting mathematics learning. Therefore, this study aims to synthesize the existing research to comprehensively derive the factors influencing mathematics learning.

• The Research Journal of the Costume Culture
• /
• v.27 no.6
• /
• pp.553-568
• /
• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• Culinary science and hospitality research
• /
• v.13 no.4
• /
• pp.45-56
• /
• 2007

The purpose of this study was to measure the causal relationships among affective belief, ambivalence, subjective norm, attitude, intention to consume and meat consumption. A total of 318 questionnaires were completed. The structural equation model was used to measure the causal effects among constructs. The results demonstrated that the confirmatory factor analysis model provided excellent model fit. The proposed model yielded a significantly better fit to the data than the baseline model. The effects of affective belief, ambivalence and subjective norm on attitude were statistically significant. The effect of subjective norm on intention was statistically significant. As expected, subjective norm and attitude had significant effects on meat consumption. Moreover, affective belief, ambivalence and subjective norm had indirect influences on meat consumption. Subjective norm also had an indirect influence on intention. The overall findings offered strong empirical support for the intuitive notion that improving the level of attitude toward eating meat can increase favorable intentions and decrease unfavorable intentions to reduce future meat consumption.

• Journal of Korean Institute of Industrial Engineers
• /
• v.29 no.4
• /
• pp.259-270
• /
• 2003

In order to properly design warning sounds that are affectively suitable to computer users, warning sounds used in Windows operating system were analyzed in terms of their sound properties; frequency band, spectral characteristics and physical intensity. A total of 36 warning sounds (3*4*3) were generated and tested with respect to three experimental variables. Among 178 collected affective adjectives that are related to hearing and sounds, seven representative affective adjectives were abstracted by statistical grouping techniques. In the experiment, subjective preference tests were performed for the 36 warning sounds according to the seven affective factors. From the result, the affective factors were again grouped into three major factors and the 60dB boost-type warning sounds at the low frequency band were, in general, the most preferred. followed by the 70dB cut-type sounds at the middle frequency band. These warning sounds have a characteristic of boost power spectrum below 1000Hz frequency band and received good scores on simplicity, clarity and accurateness.

• School Mathematics
• /
• v.13 no.2
• /
• pp.307-321
• /
• 2011

Recognizing the importance of affective factors in mathematical learning and achievement, international comparative assessment as PISA and TIMSS survey affective achievement as well as scholastic achievement. On the affective survey those items of PISA are categorized by 5 factors ; interest of mathematics, instrumental motivation, Mathematics self-efficacy, mathematics anxiety, mathematics self-concept) and those of TIMSS are categorized by 3 factors; Positive affect toward mathematics (PATM), Students' Self-Confidence in Learning Mathematics(SCM), and Students' Valuing Mathematics(SVM). In this study we carried out Exploratory Factor Analysis, Confirmatory Factor Analysis and Measurement Equivalence/Invariance to find whether the constructs are well defined and divided. As a result of our analysis, some factors were overlapped in PISA whereas the items of TIMSS were categorized as intended in TIMSS study. Based on these results, it is confirmed that the questionnaire items need to be developed to understand our students affective characteristics. Also, how questionnaire of large-scaled international assessment can give implication to the development of the questionnaire of Korean specific.