• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• Archives of design research
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• v.20 no.1 s.69
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• pp.21-32
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• 2007

To quantitatively measure or evaluate aesthetic factors is not easy in comparison with physical, functional, behavioral or economic factors. Yet aesthetic factors essentially play an important role in design modeling process. Despite its importance, research on aesthetic assessment or the interaction of aesthetic influential elements is insufficient. Therefore, this study is intended to find the relationships between visual preference and aesthetic variables of perceptual-cognitive dimension and affective dimension in commercial space design. According to the result of this substantiation research, aesthetic variables that give a positive effect on the preference of commercial space design are unity, order, and clarity in perceptual-cognitive dimension and 'pleasant', 'relaxing' in affective dimension. On the other side, aesthetic variables that give a negative effect on the preference are contrast, complexity, and ambiguity that is a contrary concept of clarity in perceptual-cognitive dimension and 'exciting', 'arousing' in affective dimension.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.82-95
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• 2016

This research has analyzed the influence of information search on festival image, emotional response, re-visit intention and intention to share information. Image of festival was assumed to be composed of three components of cognitive, affective and unique image. Emotional response was divided into positive and negative emotion. As the results of influence analysis, word of mouth-effect and online media such as SNS had a significant effect on unique image of the festival. whereas official homepage showed a significant impact on cognitive image. Among three factors of image, affective image had a great influence on positive emotion. as three image factors are associated with positive emotion. Also, Affective emotion was analyzed to have significant influence on re-visit intention and intention to share information.

• Journal of The Korean Association For Science Education
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• v.37 no.5
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• pp.891-909
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• 2017

This study analyzed some of the discrepancies in quantitative and qualitative data focusing on cognitive and affective achievement in science education. Academic and affective achievement score of 308 high school students were collected as quantitative data, and 33 students were interviewed for qualitative data. We examined the causes and types of discrepancies in terms of testing tools. As a result from quantitative data, there were a large number of students with a big difference between subjects in cognitive achievement, and constructs in affective achievement. More than 20% of the students did not match tendency between achievements in two areas. Through interviews, some examples such as intentional control of science learning for future study and careers, different responses by differences in perception between school science and science, appeared. A comparison of quantitative data by testing tool between qualitative ones and interviews showed conflicting result, where most students evaluated themselves differently from their own quantitative data. That is due to the students' interaction with the testing tools. Two types of discrepancy related to testing tool are found. One is 'the concept difference between the item developer and students,' the other is 'the difference between students' exposed response and their real mindset.' These are related to the ambiguity of the terms used in the tool and response bias due to various causes. Based on this study, an effort is required to elaborate the testing item that matches students' actual perception and to apply students' science learning experience to testing items.

• The Korean Journal of Franchise Management
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• v.13 no.1
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.

• International Commerce and Information Review
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• v.6 no.2
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• pp.361-384
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• 2004

Recently the port logistics service has been recognized as a important function of the international logistics, therefore, a lot of papers have been issued concerning the measurement of the service quality of that. But in spite of variety of papers, we can not find out the papers concerning the model of the synthetic customer satisfaction. And also the most of papers concerning the customer satisfaction of service quality have been focused not by cognitive evaluation of the customer, but by affective response. In this thesis, the authors are postulating the model and hypothesis to achieve the research by using the Gr$\"{o}$nroos's model. In order to research the relationship between the port logistics service quality and the customers satisfaction, we are selecting the shipping companies located in Busan and Kwangyang as purchaser and the loading and unloading companies as supplier, and the questionnaires was performed to them. In the result of the empirical study, the technical quality of the port logistics service are affecting directly on the customer satisfaction, but the functional quality are affecting not directly on the customer satisfaction. And also the customer response(affective response) has been proved that it has been exercised as a intermediate role between the port logistics service quality and the customer satisfaction. Therefore it is proved that the affective response of the customer has been exercised a crucial role in the course of supplying the port logistics service.

• The Research Journal of the Costume Culture
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• v.17 no.3
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• pp.459-471
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• 2009

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.2
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• pp.328-339
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• 2008

The purpose of this study is to investigate the difference of the response to fashion ad and its effect between traditional ad and postmodern ad, to examine the difference of the response to fashion ad and its effects according to sensation seeking tendency, and to investigate the effect of the response to fashion ad on its effect. For the purposes of this study, two postmodern ads and one traditional ad were selected as stimuli and data were collected from 230 female college students. The results are as follows: 1) Postmodern advertisement was unique, impacting, hard-to-understand, sensory-stimulating, and fantastic, when compared to traditional advertising. 2) Consumers felt disgusted by confusion and shock coming from postmodern advertising, but at the same time, recognized its value as an advertisement and took more pleasure and fun from it. 3) Consumers with high sensation-seeking-tendency perceived postmodern ads more sensually and showed more positive response to the postmodern ads. 4) While subjective, emotional response affected the attitude toward advertisements, sensory-stimulating affected the attitude toward brand and purchase intention. Thus, cognitive response should also be considered significant to form brand equity in long term.

• Journal of The Korean Association For Science Education
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• v.33 no.7
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• pp.1450-1470
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• 2013

The purpose of this study was to develop elementary science programs that used multi-level instruction and to analyze verbal interaction patterns in science classes that applied these programs. For this study, the 27 children from the fifth grade at B elementary school, located in Gyeonggi-do, were selected and separated into heterogeneous groups of four students. Verbal interactions occuring in two groups during each class were recorded using video. Elementary science programs using multi-level instruction were developed to target a fifth grade second semester 'Lesson 1. Human Body'. This program provided a mission form for each group and evaluation form for each child. A mission form depending on the children's level has different colors and levels of difficulty for questions. The evaluation form is composed of questions suitable for a child's level in reaching the goal with key concepts. The verbal interaction was mostly categorized into the cognitive domain and the affective domain for analysis. The cognitive domain was subdivided into question, response, making solution, receiving opinion, and the affective domain was divided into behavioral participation and students' attitude. Results of study showed that the frequency of the cognitive domain was higher than the frequency of the affective domain. In the cognitive domain, the median-level was of highest frequency in the children. In the affective domain, high-level was of highest frequency in the children. In terms of both the cognitive and affective domains of children, low-level exhibited the lowest frequency. Verbal interaction frequency was no difference between high-level and median level in cognitive and affective aspects, so median-level children were actively participating in activities similarly with high-level children. There were more types of interactions question, response, making solution, students' attitude in the median-low level children's verbal interaction than high-median level children's verbal interaction.