• International Area Studies Review
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• v.12 no.2
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• pp.227-250
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• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• Industry Promotion Research
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• v.9 no.2
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• pp.223-231
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• 2024

This study aims to determine whether gender moderates the impact of grit on academic achievement through learning engagement among Chinese high school students. Data were collected through an online survey targeting 345 high school students purposively sampled from a high school in Guangdong, China. The collected data was analyzed using SPSS PC+ Win ver. 25.0 and SPSS PROCESS macro ver. 4.2. The applied statistical methods were frequency analysis, reliability analysis, correlation analysis, and moderated mediation effect analysis. The conclusion of the study is as follows. First, grit had a significant positive correlation with learning engagement and academic achievement but no significant correlation with gender. Learning engagement showed a positive correlation with gender and academic achievement. Second, gender moderated the effect of grit on academic achievement through learning engagement. In other words, the conditional indirect effect of grit on academic achievement through learning engagement was higher for men than for women. Based on these results, this study proposed ways to utilize grit and learning engagement differently according to gender to improve the academic achievement of high school students.

• Journal of The Korean Association For Science Education
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• v.10 no.2
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• pp.67-72
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• 1990

Correct comprehension of the scientific terms is the bottom of understanding the general concepts contained is them. Therefore a study is required to analyze whether the students correctly understand the scientific terms. The associative method was used to evaluate the comprehensibility of the terms. The scientific terms in this study are selected in the textbook of science in the junior high school were selected. The frequency of the same associative word responsed and the frequency of no response from the selected students for given scientific terms were measured for 9 different groups. The terms which are not used in the daily life, especially for the terms with chinese character or abstract terms turn out to be difficult for the students to understand. It is purposed that the instructor should remember the importance of understanding the scientific term and carefully explain them to the science class.

• Asia Marketing Journal
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• v.17 no.4
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• pp.21-42
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• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• Journal of the Korea Society of Computer and Information
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• v.27 no.11
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• pp.173-179
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• 2022

This study was conducted to provide basic data for the development of oral health education programs by examining oral health knowledge and oral health behaviors, and by identifying factors affecting oral health knowledge and scaling experience of Chinese domestic students. From March to May, a self-reported questionnaire was administered to 194 in the G area. The data were analyzed frequency analysis and independent t-test, multiple regression analysis, logistic regression analysis by using SPSS/WIN 26.0 program. The overall average of oral health knowledge was 13.83 out of 24, and knowledge of periodontal disease and scaling was the highest at 3.75, and knowledge of oral hygiene products was the lowest at 1.38. Oral health knowledge was significantly higher in those who had scaling experience for the past year, brushed teeth for more than 3 minutes at a time, used oral hygiene products, and had oral health education experience. As a result of multiple regression analysis, oral health education experience was the most important factor on oral health knowledge. As a result of logistic regression analysis, oral health knowledge was the most influential factor on scaling experience. It is necessary to expand education on the importance of oral care and actively introduce oral health management program for Chinese domestic students.

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.293-311
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• 2020

Recently, it is more important to study the reasons for using media than which media is selected. This paper investigates different countries as objects to conduct the survey. In accordance with the research results, in hypothesis 1, there is a positive "(+)" influence of its interestingness, informality, restlessness, news pursuit and convenience on satisfaction when college students in South Korea use net news. Taking Chinese college students as an example, there is a positive "(+)" influence of the using motivation of net news on news pursuit, habituation, interactivity, convenience and the satisfaction with net news. In hypothesis 2, the interestingness, informality, habituation and convenience of the using motivation of online news of college students in South Korea are reflected in the acceptance intention of online news, while for Chinese college students, the informality, habituation and convenience are reflected in the acceptance intention of online news. Finally, in hypothesis 3, there is a positive "(+)" influence of the satisfaction of online news on the acceptance level of online news. In addition, this research also considers that the PLS path coefficient of college students in South Korea and China is different, and the motivations and purposes for using net news by two countries are different due to the characteristics and cultures of news media in different countries, so the satisfaction is also different.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.749-761
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• 2024

The purpose of this study analyzes the cultural identity, learning motivation, learning strategies, and second language acquisition trends of Chinese students living in Korea to reveal the structural relationship between these four variables, thereby revealing the cultural identity, learning motivation, and learning strategies of international students in the Korean language learning process. The purpose is to provide basic data to promote . This study verified reliability and validity through a preliminary survey targeting 200 people. This survey was conducted on 1,006 Chinese students studying abroad at six universities in Seoul, Gyeonggi-do, Busan, and Chungcheong-do from May 28 to June 15, 2023. As a result of the study, first, the structural relationship between variables was that cultural identity had a positive effect on learning motivation, learning strategies, and second language acquisition. Second, learning motivation had a positive (+) effect on learning strategies and second language acquisition. Third, learning strategies had a positive (+) (+) effect on second language acquisition. Fourth, learning motivation and learning strategy between cultural identity and learning strategy were found to play a positive (+) mediating role and multiple mediating roles. Therefore, in order to promote international students' cultural identity, learning motivation, and learning strategies in the Korean language learning process, it is necessary to increase opportunities for international students to directly experience the formation of cultural identity and to organize and teach a multifaceted curriculum centered on practice.

• Journal of the East Asian Society of Dietary Life
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• v.22 no.5
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• pp.567-575
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• 2012

This study was conducted to investigate the actual conditions of intake of Korean traditional beverages in 273 female university students in Seoul, Korea. The subjects of this study consisted of 128 food and nutrition majors and 145 non-majors. Questionnaires were administered to the subjects who had an average age of 20 years. Two-hundred and nineteen students (80.2%) lived with their parents. Regarding the type of beverages subjects often drink, coffee was the most preferred (51.3%) overall, and non-majors (4.1%) were shown to drink traditional beverages more often. Regarding preference for traditional beverages, most subjects (72.5%) responded that they liked their own traditional beverage. However, for frequency of intake of traditional beverages, 48.7% answered they do not drink any traditional beverages. The reasons why subjects like traditional beverages were taste (71.7%) and health (26.3%), and the type of traditional beverages they often drink were Yulmu tea (35.9%), Sik hae (30.8%), and Yuja tea (10.6%), in order. Regardless of major, ginseng tea, jujube tea, mulberry-leaf tea, Chinese matrimony vine tea, ssanghwa tea, ginger tea, and omija tea were found to be satisfactory traditional beverages. Therefore, due to the low intake frequency, preference, and satisfaction of traditional beverages, new traditional beverages that can meet the standards of female students should be immediately developed.

• International Journal of Contents
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• v.17 no.4
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• pp.62-78
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• 2021

This ethnographic multiple case study, based on Zappa-Hollman and Duff's construct of individual networks of practice (INoPs), explored English as a second language (L2) competence development and socialization process of a group of English-major undergraduates through their social connections and interactions at a public university located in an underdeveloped city in Northwest China. The study lasted for one academic semester and three students were selected as primary participants. Semi-structured interviews, student observations in English-related micro-settings, and associated texts were used to collect data. These data were coded to identify the thematic categories, and then data triangulation and member checking were conducted to select the most representative evidence to provide an in-depth description of students' perspective about mediating their English L2 socialization by their INoPs. Findings showed that factors in the formation of students' INoPs, including intensity, density, and nature, played significant roles in their academic or affective returns from their English learning, both of which had a substantial influence on the students' English L2 socialization. Considering that the macro-setting was a non-English, underdeveloped monolingual society, both educational institutions and individual students need to seek and create more English-mediated interactional opportunities to develop their English proficiency and adapt to local English learning communities.

• Journal of Korea Trade
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• v.27 no.1
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• pp.119-138
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• 2023

Purpose - This research is to empirically explore the differences in apparel consumption among male and female teenagers and college students in Korea and China. By conducting a survey to understand customers' needs and behaviors, fashion businesses will be able to improve their customer satisfaction and avoid redundancy, inventory, and the waste of resources, effort and money. Design/methodology - The research design considers the consumption patterns of male and female high school and college students in Korea and China. To analyze the data, the study employs decision trees, a type of machine learning algorithm. A decision tree model was developed to examine the relationship between the explanatory and response variables, which can be either quantitative or qualitative in nature. Findings - The main findings of this study indicate that there are differences in shopping behavior among different customer segments. The results show that men have a simpler shopping behavior compared to women. Additionally, cultural factors and the difference in fashion needs between students and non-students have a significant impact on the shopping choices of Chinese and Korean individuals. Originality/value - Existing studies often assume that the shopping behavior of high school and university students is similar and that there are no significant differences in clothing purchases between men and women across countries. The results provide valuable insights into the unique shopping behavior of different customer segments, and can inform fashion businesses in their efforts to meet the needs of their customers.