• Title/Summary/Keyword: Attitude toward service

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A Study on the Determinants of Attitude toward and Intention to Use Mobile Shopping through Fashion Apps -Comparisons of Gender and Age Group Differences- (패션 앱을 이용한 모바일 쇼핑 태도 및 사용의도 영향요인 연구 -성별과 연령집단별 차이 비교-)

  • Sung, Heewon
    • Journal of the Korean Society of Clothing and Textiles
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    • v.37 no.7
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    • pp.1000-1014
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    • 2013
  • This study identifies the determinants that influence attitude toward and the intention to use mobile shopping services through fashion applications (apps) based on the technology acceptance model. In addition, gender and age group differences were examined. Data were collected from subjects who have used smartphone fashion related apps; subsequently, a total of 327 data were analyzed. About 46% of respondents were males, with a mean age of 34.4 years that ranged from 20 to 49 years old. Multiple regression models were developed based on the research model. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived risks (security risk and quality risk), fashion involvement, and fashion app attributes (product attributes and service attributes) were employed as predictors of attitudes towards mobile shopping. Attitudes towards mobile shopping and subjective norms with the aforementioned variables measured the intention to use. Attitudes towards mobile shopping were predicted by perceived enjoyment, perceived usefulness, and service attributes. Attitudes toward mobile shopping and subjective norms were the most important predictors of the intention to use. Gender differences were found in that service attributes were significant for attitudes towards mobile shopping only in the male model. Age differences were also found and perceived usefulness was the most important predictor of attitudes toward mobile shopping among those in their 20's; however, perceived enjoyment was the most important among those in their 30's and 40's. Quality risk was only significant to explain intention to use among those in their 40's. The findings of this study are useful to understand the possibility of the adoption of mobile shopping though fashion apps and provide basic insight into market segmentation.

Th e Effect of Sexuality Course on Sex - Role Stereotypes and Sexual Attitude in University Students (성 관련 강좌 이수 전후 대학생들의 성 고정관념과 성 태도의 변화)

  • Lee, Kye-Eun;Kim, Nam-Sun
    • Women's Health Nursing
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    • v.9 no.1
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    • pp.5-17
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    • 2003
  • Purpose : The purpose of this study was 1) to classify university student's attitudes toward sex, 2) to confirm the effects of sexuality course on sex-role stereotypes and sexual attitude in university student s. Method : The subjects in this study were 212 K university students in Kangwon Province between 3/7/2001 $\sim$ 6/13/2001. The instruments used for this study were the general characteristics, sexual attitude and sex-role stereotypes. The data was analyzed by frequency, percentage, mean, standard deviation, paired t-test, ANOVA, Pearson correlation coefficients, Factor analysis and Cronbach's $\alpha$ using the SPSS program. Result : 1. University students' attitude toward sex are divided into three types. Type I are called open mined : 16, 33, 28, 10, 18, 2, 30, 25, 26, 27, 22, 19, 29, 21, 9, 5 items. Type II are supporters of virginal purity : 8, 6, 31, 17, 14, 33 items. Type III express love through sexual intercourse : 20, 24, 7, 3, 15, 32 items. 2. There was a significant difference in the appearance and occupational characteristics of sex-role stereotypes before and after the sexuality course (t=2.562, p<.05). 3. In Type III, there was a significant difference in sexual attitude before and after the sexuality course (t=3.576, p<.0001). 4. The data showed the relationships between type III of sexual attitude and sex-role stereotypes (r=-.3 15, p<.0001). 5. Sex-role stereotypes according to the demographic characteristics before sexuality course were significantly different by age, gender, experience of military service, experience of sex edu cat ion an d experience of sexual intercourse. Sex-role stereotypes according to the demographic characteristics after sexuality course were significantly different by gender and experience of sexual intercourse. 6. Sexual attitude according to the demographic characteristics before sexuality course were significantly different by maj or (type I), age, grade, experience of military service and experience of sexual intercourse (type II), age, grade, gender, experience of military service, experience of sex education and experience of sexual intercourse. Sexual attitude according to the demographic characteristics after sexuality course were significantly different by religion and major(type I), age and grade(type II), age, grade, gender, religion and experience of sexual intercourse. Conclusion : This study showed that a sexuality course was effect ive in changing the sex-role stereotypes and sexual attitude of university students.

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The Effect of Brand Hearsay of Franchised Bakery Stores on Brand Attitude and Brand Loyalty (프랜차이즈 베이커리 전문점의 브랜드 풍문이 브랜드 태도와 브랜드 충성도에 미치는 영향)

  • HAN, Sang Ho
    • The Korean Journal of Franchise Management
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    • v.13 no.4
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    • pp.13-22
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    • 2022
  • Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

Influence of Advertising Attributions on Attitude toward Advertisement, Brand Attitude and Purchase Intention : Emphasis on Hotel Web Advertisement (호텔 웹 광고의 광고속성이 광고태도와 브랜드태도, 구매의도에 미치는 영향)

  • Kim, Yeon Mee;Han, Jin Soo
    • Knowledge Management Research
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    • v.12 no.1
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    • pp.1-16
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    • 2011
  • This study was motivated by consideration of advertising effects on purchase intention of hotel customers in the situation that people can experience in web advertisements more easily and quickly through four main media. We intends to propose strategic web advertising marketing plans by investigating the relation among hotel web advertising attributions, advertising attitude, brand attitude and purchase intention of customers. In conclusion, in the situation that hotel service industry endeavors a lot to attract young customers, according to gentrified consumption culture and changes in an environmental trend, these results are expected to be used as data to establish web advertising marketing strategies to show trendy brand images to hotel customers, especially consumers of N Generation using official websites of hotels.

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Satisfaction of the Elderly toward Free Congregated Meal Service (경로식당 이용 노인의 급식 만족도 조사)

  • 남혜원;이영미;명춘옥;이기완;박영심
    • Korean Journal of Community Nutrition
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    • v.5 no.1
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    • pp.74-82
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    • 2000
  • This study was designed to determine the attitude and degree of satisfaction of recipients toward the meal service program for elderly people. Nine hundred and eight elderly people(male: 301, female: 607) were interviewed by trained personnel. The results were as follows. Forty two percent of them had no income and 43.8% of the respondents were supported economically by the government. Their main reasons for attending the free congregated meal program was economic hardship(37.9%) The channels of becoming aware of the free meal program were through their friends(33.4%) and the meal service centers were located in the respondents residence area(36.0%) Thus any other advertisement from local government of official channels about the free meal program were not effective for the elderly 26.9% of the respondents felt inconvenience in visiting the meal service centers because they had some difficulty in walking, 53.5% of them however answered that they didn t have any complains and were quite satisfied with the meal service. The average satisfaction score for the free meal service was 63.4(maximum score 75) As for each evaluation item respondents were highly satisfied with volunteers attitude in meal serving(4.58$\pm$0.65: maximum 5 point) The evaluation score of females was generally lower than that of males(p<0.05) Oncemore, respondents who were in lowere socio-economic classes were marked by having significantly lower satisfaction scores for the meal service compared with higher scocio-economic classes. For the welfare of elderly people, meal service programs should be extended to more elderly persons and developed considering the elderlys ecological factors.

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The Effects of Technology Readiness and Situational Influences on Attitude and Usage Intention of Self-Service Technology (기술준비도와 상황적 영향이 셀프서비스기술 태도 및 사용의도에 미치는 영향)

  • Mun, Cheon-Su;Shin, Yong-Ho
    • Journal of the Korea Society for Simulation
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    • v.25 no.2
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    • pp.93-100
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    • 2016
  • The purpose of this study is to investigate the impacts of individual difference toward technology and situational influences on use intention of Self-Service Technology. While the previous research related to SSTs focuses on individual tendency toward technology, little research has been done on the impact of situational influences on usage intention of SSTs. This study proposed Technology Readiness Index for measuring individual tendency toward technology and categorized situational influences into two dimensions: location convenience, employee presence. The empirical testing of the research was conducted on 20' users who have prior experience in using SSTs except for ATMs in bank. This study demonstrated that the people who are favorable emotions positively affect SSTs. Also this study confirmed that it is effective to build strategies to form favorable attitude and usage intention of knowledge of SSTs rather than method through service employees. Finally, SSTs were distributed for customers.

The Study on Physical Therapy Students Attitude and Behavior for the Person with Disability (물리치료(학)과 학생의 장애인에 대한 태도와 행동에 관한 조사연구)

  • Oh, Jung-Lim;Son, Ho-Hee;Kim, Gi-Yeol
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.1
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    • pp.425-432
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    • 2016
  • The purpose of this research was to examine the attitudes and behavior of physical therapy students toward the disabled. The subjects were 776 students at 6 cities and provinces nationwide with physical therapy. Self-reported questionnaires were used to collect data from 800, and 776 returned forms was analyzed using SPSS 21.0 ver. As a summary of the results, first, there was a more positive significant difference in the behavior toward disabilities in men than women; the higher grade they were, the more negative the significant difference in attitude toward the disabilities. Second, the subjects with disabled family members or friends had a positive attitude and behavior. Third, there was no difference as to whether to take classes related to disabilities, and there was a positive significant difference in the students who took voluntary service. Based on these results, interactions with disabled people affect the positive attitudes and behaviors toward disabilities. In addition, implications of the important roles of education curricula to take direct experience are suggested.

A Study on Acceptance of Public Recording for SNS Post (SNS 게시물에 대한 공공기록화 수용에 관한 연구)

  • Yun, Sung-Uk;Chang, Jun-Gab;Kim, Geon
    • Journal of Digital Convergence
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    • v.17 no.9
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    • pp.1-12
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    • 2019
  • This study explored the factors affecting the acceptance of public recording in SNS post. Using SPSS 21.0 program and AMOS 21.0 program, major results were derived through exploratory factor analysis, confirmatory factor analysis, correlation analysis, and path analysis. The results are as follows: First, the risk of personal information leakage on SNS posting has a significant negative impact on the attitude toward SNS posting. Second, the security of the SNS posting has a significant effect on the attitude toward the SNS posting. Third, the concern about privacy of SNS posting has a significant negative impact on the attitude toward SNS posting. Fourth, the attitude toward SNS posting has a significant effect on the intention to accept the SNS posting. The above results suggest that the SNS post recording should be able to collect opinions of SNS users from a long-term viewpoint.

A Study on the Development of 119 Emergency Medical Service System (119구급대의 전문화 방안에 관한 연구)

  • Hong, Sung-Kyu
    • Korean Security Journal
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    • no.3
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    • pp.336-384
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    • 2000
  • The current function of 119EMS(Emergency Medical Service) is simply to transport patients to hospitals due to the lack of medical personnel and medical equipments. In order to mark the current 119EMS system, that is to say, more many medical technician and paramedics, medical equipments supplementation, korean EMS communication system simplification and the re-arrangement of the existing fire organization, and so on. Also so various problems involving 119EMS should be solved political and financial support and the change in people's attitude toward the public fire service.

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Effect of School Breakfast Service on Attitudes Toward Breakfast and School Breakfast of Male Middle School Students (학교 아침급식이 남자 중학생의 아침식사 및 아침급식에 대한 태도에 미치는 영향)

  • Yi, Ga-Jin;Yoon, Ji-Hyun;Choo, Yun-Jeong;Chung, Sang-Jin;Kwon, Young-Hye
    • Korean Journal of Community Nutrition
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    • v.14 no.3
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    • pp.277-285
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    • 2009
  • This study was conducted to analyze the effect of male middle school students' eating school breakfast on their attitudes toward breakfast and school breakfast. In addition, the effect of school breakfast on breakfast-related eating behaviors and academic achievement was investigated. The study subjects were selected from a male middle school located in Gyeonggi-do, Republic of Korea. Breakfast was provided at the school for 7 weeks during the 2nd semester of the year 2006. Two sophomore classes were selected for the experimental study. All the students from one class (n = 34; School Breakfast Eaters) have eaten school breakfast while none of the students from the other class (n = 33; School Breakfast Non-eaters) have done so. About two weeks after the school breakfast service was terminated, questionnaires were distributed to the two classes and the responses were analyzed. The results showed that School Breakfast Eaters had more positive attitudes toward breakfast and school breakfast than School Breakfast Non-eaters. In addition, School Breakfast Eaters perceived the positive effect of eating breakfast on their school life more highly than School Breakfast Non-eaters. However there was no significant difference between the two groups in their breakfast eating behaviors in terms of breakfast skipping when the breakfast service was not available. No significant difference was found between the two groups with regards to math score variation before and after school breakfast service. In conclusion, school breakfast for 7 weeks had positive effects on male middle school students' attitudes toward breakfast and school breakfast, although the effect was not confirmed in their breakfast-related eating behaviors after the school breakfast service was terminated