• 한국콘텐츠학회논문지
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• 제13권11호
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• pp.866-876
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• 2013

관광 서비스 업체들은 광고라는 커뮤니케이션 수단을 이용하여 고객들의 태도를 자사 상품에 호의적으로 변화 또는 유지 시키려 노력한다. 그리고 효과적인 설득적 메시지를 전달하기 위하여 광고실행 방법에 변화를 주고자 한다. 본 연구에는 감성적 광고실행과 인지적 광고실행 유형이 고객들의 광고태도, 상표태도, 그리고 구매의도에 상이한 영향을 미치는지에 대하여 조사하였다. 연구결과 광고실행의 유형에 따라 영향력의 정도에 차이를 보이는 것으로 파악되었다. 그리고 감성적 광고실행 방법을 적용한 광고의 경우 광고태도는 상표태도에 유의한 영향을 미치나 구매의도에는 유의한 영향을 미치지 못하는 반면, 인지적 광고실행의 방법의 광고의 경우는 광고태도가 상표태도 및 구매의도에 미치는 영향의 정도는 크지 않으나 두 변수에 모두 유의미한 영향을 미치는 것으로 파악 되었다.

• 한국의류산업학회지
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• 제18권1호
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• 한국의류산업학회지
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• 제10권2호
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• 한국의상디자인학회지
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• 제23권4호
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• pp.1-17
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• 2021

This study was examined whether the experiential marketing factors proposed by Bernd Schmitt were applicable to the consumer behavior of active seniors. The study was analyzed the influence of SEMs have on value perception of brand and attitude formation as well as the behavioral intentions of active senior consumers and whether this effect differed between the level of commitment. For empirical analysis, frequency analysis, EFA, reliability, CFA, SEM, and multiple-group comparison analysis were performed. The results showed that sense and feel factor did not have a significant influence on the value perception of brand, while think factor had a positive effect on the value perception of brand. Act factor did not affect the value perception of brand; on the other hand, relate factor had a significant effect on the value perception of brand. The result of structural equation modeling also revealed that the value perception of brand had a positive influence on attitude formation and behavioral intentions. The result of multiple-group comparison analysis confirmed that the influence of act factor on value perception of brand differed according to the level of commitment, but the positive influence of act factor on value perception of brand was limited to the high-level of commitment group. As a result of the influence relate factor had on the value perception of brand, differences existed between the two groups, and the low-level of commitment group had a greater influence than the high-level of commitment group. So it will be effective for active senior consumers to form fashion communities and let them participate in to enhance positive consumer behavior toward fashion brands.

• 한국실내디자인학회논문집
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• 제14권3호
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• pp.156-164
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• 2005

Like other countries undergoing the aging of the population, increases in the aged population have raised serious issues in Korea. The proportion of elderly will be foreseen over $14\%$ of population in 2019, over $20\%$ in 2026 in korea. Due to the rapid increasing in the aged population, it calls for social countermeasures urgently, And recent researches about attitude to the aged find out in general negative attitude to the aged of other generations. It is thought desirable that comprehension to the aged of the commonalty should be educated on the school basis or a variety of informal ways. The study aims to determine the space formation of the senior simulation center that suggest to be considered for the effective education and preparation for the aging of all social members, particularly for the younger generation. In such space formation, it is important to work out a plan of efficiency education according to the systematic environmental setting with a focus on the minimization of problematic behaviors and living disabilities of aging, as interactive experiences gain malfunctions by aging. This study is expected to promote a focus on the integration of the whole generations and improved design management for the environment of a welfare policy for the aged.

• 한국생활과학회지
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• 제24권4호
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• pp.513-529
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• 2015

This study performed corroborative analysis by establishing hypothesis so as to corroboratively define the effect on brand attitude of psychological risk recognition in the case where consumers reading negative media news related to bakery recognize crisis communication on the basis of which point. According to corroborative analysis, the role of psychological crisis perception as parameter is confirmed in the causal relation between crisis communication recognition and brand attitude. Such result of study confirms that the positive change in crisis communication recognition reduces psychological risk perception to bakery products and such psychological risk perception eventually become factor which affects brand attitude over products. Such result of study suggests that when reading negative media news on bakery, the influence on consumer's evaluation of news on the basis of certain point and the influence on the formation of causal relation between psychological risk perception and brand attitude has scientific ground. In the aspect, the main result of this study is to find the clue that when comparing precedent study between crisis communication recognition and brand attitude, psychological risk perception is realized with brand attitude as media by verifying the parameter role of psychological risk perception.

• 모자간호학회지
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• 제4권1호
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• pp.52-67
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• 1994

This study was done to investigate mother's attitude to breast feeding and the type of feeding according to the general characteristics of mother. The study sample consisted of 1696 mothers who had an infant and who were visiting five Hospitals or ten Public Health Centers in Seoul. Data was collected through a question aire from June, 1 to June, 30, 1993. The results are as follows : 1. The types of feeding were artificial feeding 2%), mixed feeding(21.7%) and breast feeding (26.1%). 2. The attitude of mothers to breast feeding was very positive for behavior tendency and cognitive attitude but the emotional attitude was low to moderate. 3. The attitude scores for the mothers were from 27 to 60 and 65% the mothers had scores that were high, 50-60 and mean was 49.86. 4. There was the significance between the general characteristics (type of delivery, obtaining in formation on breast feeding, type of feeding and baby's birth order) and the attitude score of mothers. 5. The attitude scores for the mothers by the general characteristics and type of feeding was not a 2-way interaction but the type of feeding had a main effects.

• 한국도서관정보학회지
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• 제43권4호
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• pp.139-159
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• 2012

이 연구는 태도에 대한 이해를 높이고 여러 학자들이 개발한 독서태도 모형의 비교와 분석을 통하여 독서태도 조사를 위한 설문 내용을 개발하고자 한 것이다. 태도는 개인이 어떠한 사건이나 문제, 사람이나 사물 등에 대하여 어떤 인식과 감정을 가지고 있으며, 또한 그 대상에 대해 가지고 있는 반응의 준비상태를 말하는 것이다. 태도는 정서, 인지, 행동으로 구성되어 있으며, 태도는 경험이나 학습에 의하거나 가치판단에 의해서 형성되는 것이다. 독서태도는 독서에 대한 신념이나 의견을 나타내는 인지적 요소와 독서에 대한 감정이나 평가를 나타내는 정의적 요소, 실질적으로 독서하려는 행동이나 의도를 나타내는 행동적 요소의 3가지 요소로 구성되어 있다. 독서태도 모형의 구성요소를 분석해보면 독서태도 형성에 영향을 미치는 요인은 독서경험, 독서결과에 대한 신념, 타인의 기대에 대한 신념, 독서환경 등을 들 수 있다. 따라서, 독서태도 조사를 위한 설문의 내용은 독서경험, 독서결과에 대한 신념, 타인의 기대에 대한 신념, 독서환경 등이 포함되어야 한다.

• 지식경영연구
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• 제12권1호
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• pp.53-76
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• 2011

This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.

• The Journal of Asian Finance, Economics and Business
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• 제7권5호
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• pp.155-166
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• 2020

This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach's alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models' attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models' attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.