• Asia Marketing Journal
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• 제14권4호
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.

• 패션비즈니스
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• 제15권4호
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• pp.16-27
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• 2011

Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

• 복식문화연구
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• 제19권3호
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• pp.622-636
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• 2011

The purpose of this study was to assess the effects of self-image congruence on attitudes toward purchase intentions of children's clothing via the Behavioral Intention Model. The empirical study was conducted via on-line survey and data were collected from mothers with children aged 6 to 10 years. A total of 593 respondents answered the questionnaire and 574 usable data were statistically analyzed. SPSS 18.0 was used to conduct descriptive statistical analysis, factor analysis, reliability analysis, cluster analysis, Chi-square test, ANOVA, and multiple regressions. A K-means cluster analysis was conducted based on three dimensions brand images of children's wear. Respondents were divided into four groups: elegant image group, multiple image group, ordinary image group, and childlike image group. Characteristics of consumers and clothing evaluative criteria that mothers considered important differed significantly across groups. Moreover, based on these groups, each dimension of self-congruence had different effects on brand attitude. Brand attitude and subjective norms had different effects on purchase intentions. In conclusion, levels of self-congruence and factors influencing purchase intention varied according to brand images of children's wear.

• 한국조리학회지
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• 제23권6호
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• pp.89-98
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• 2017

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

• 한국정보과학회:학술대회논문집
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• 한국정보과학회 2002년도 가을 학술발표논문집 Vol.29 No.2 (2)
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• pp.652-654
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• 2002

정수 합동 분석(integer congruence analysis)은 프로그램 변수들의 의미 영역을 정수 합동(integer congruence) 집합으로 정의하여 분석한다. 정수 합동 분석을 위한 정수 합동 격자(lattice of integer congruences)와 순방향 요약 산술 연산자에 대한 정의는 이미 p. Granger에 의해 소개되었다. 하지만, 분석의 정확도에 영향을 미치는 역방향 요약 산술 연산자에 대한 연구는 아직 되어 있지 않다. 이 논문에서는 정수 합동 분석을 위한 역방향 요약 산술 연산자를 정의한다. 역방향 요약 산술 연산자를 정의하는 방법은 정수 방정식을 푸는 방법을 기반으로 고안되었다. 정의된 역방향 요약 산술 연산자는 프로그램 분석의 정확도를 높이는데 기여를 할 수 있는데, 이 논문에서는 예제를 통해서 이 사실을 보인다.

• 한국심리학회지 : 문화 및 사회문제
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• 제27권3호
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• pp.325-350
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• 2021

본 연구는 한국대학생의 부모자녀관계와 진로정체감의 관계에서 부모자녀진로합치과정의 매개효과를 살펴보는 것을 목적으로 하였다. 구체적으로, 정서적으로 끈끈한 유대감(부자유친성정)과 권위적 효의식을 지지하는 상호협조적 부모자녀관계와 자녀의 독립성과 자율성을 지지하는 독립적 부모자녀관계가 어떠한 부모자녀진로합치과정을 거칠 때 진로정체감에 긍정적인 영향을 미치는지를 살펴보았다. 이를 위해 4년제 대학생 509명의 자료를 분석하였으며, 병렬다중매개모형분석을 실시하였다. 그 결과, 부자유친성정은 보완합치와 조정합치과정을 완전매개하여 진로정체감으로 이어지는 것으로 드러났다. 권위적 효의식은 진로정체감에는 부정적인 직접 영향을 미치지만 보완합치와 조정합치과정을 매개하면 진로정체감에 긍정적인 영향을 미치는 것으로 드러났다. 자녀의 자율성을 지지하는 부모자녀관계는 보완합치와 조정합치과정을 완전매개하여 진로정체감으로 이어지는 것으로 드러났다. 가족침입성은 진로정체감에 부정적인 직접 효과만을 갖는 것으로 드러났다. 한편 유사합치과정은 상호협조적 부모자녀관계와 독립적 부모자녀관계 모두에서 통계적으로 유의한 매개효과를 갖지 않았으며, 진로정체감과는 부적인 직접효과를 갖는 것으로 드러났다. 이러한 결과를 통해 부모자녀관계와 진로정체감의 관계에 대한 문화보편적 특성과 문화특수적 특성을 논의하였으며, 연구의 한계와 향후 연구방향을 제언하였다.

• 한국식품조리과학회지
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• 제27권1호
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• pp.33-42
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• 2011

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers' brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (${\beta}$=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers' brand identification (${\beta}$=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability ${\times}$ brand identification; ${\beta}$=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers' brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.

• 한국수학교육학회지시리즈E:수학교육논문집
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• 제38권2호
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• pp.215-230
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• 2024

합동과 대칭은 일상생활에서 접할 수 있는 친숙한 개념으로, 이러한 개념을 효과적으로 이해하고 습득하기 위하여 적절한 시각적 예시의 역할이 중요하다. 본 연구에서는 초등 수학 교과서에서 합동과 대칭 개념을 학습하는 과정에서 제시되는 시각적 예시를 살펴보았으며 오목다각형의 활용에 초점을 맞추어 분석하였다. 분석 결과, 교과서에서 다양한 형태의 다각형이 합동과 대칭의 교수학습을 위한 시각적 예시로 활용되고 있었고 합동, 선대칭도형, 점대칭도형의 순서로 오목다각형의 활용 빈도가 높게 나타났다. 또한, 개념의 도입보다 성질 탐구에서 오목다각형이 더 자주 활용되는 것을 확인하였다. 이러한 분석 결과를 바탕으로 합동과 대칭의 교수학적 시사점을 모색하였다.

• 한국초등수학교육학회지
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• 제18권3호
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• pp.539-555
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• 2014

본 연구에서는 2007 개정 교육과정에 따른 우리나라 초등학교 수학 교과서와 EM 교육과정에 따른 미국의 초등학교 수학 교과서를 합동 학습 내용에 한정하여 비교하였다. 그 결과로 우리나라 교과서의 도형 및 합동 단원 개발과 교수 학습 방법에 도움을 줄 수 있는 시사점은 다음과 같다. 첫째, 합동을 정의할 때 다각형을 구성하는 선분, 각과 같은 기본도형의 합동을 제시하거나 다각형으로 합동을 정의한 후 선분, 각 등의 합동과 관련한 활동 등의 내용이 필요해 보인다. 둘째, 학생들에게 컴퍼스가 길이를 옮길 때에도 사용된다는 것을 알게 할 필요가 있다. 셋째, 합동의 활용으로 미국 EM 교과서에서 제시한 테셀레이션은 우리나라 교과서 개발에 참고해 봄 직하다.

• 산경연구논집
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• 제11권3호
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• pp.51-62
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• 2020

Purpose - This study examined the relationship between individual creativity and its related variables to observe how individual creativity contributes to organizational performance. In addition, this study strived to explore how to maximize the utilization of individual creativity and innovate the structure of the organization itself so that teams and organizations can respond more effectively to new rising trends. this study aimed to examine whether the value congruence between individuals and organizations (propensity congruence, goal congruence has a significant impact on knowledge sharing and innovation behavior as dependent variables by exerting individual creativity and synergy as independent variables. Research design, data and methodology - SPSS 24.0 program were used to analyze the data. Descriptive Statistics and correlation analysis were performed, and the reliability factor (Cronbach's α) was calculated. Afterwards, we analyzed the moderating effects of structural equation model analysis and hierarchical regression analysis. The number of samples used in the study were 309 copies. Results - First, Individual creativity had a positive effect on knowledge sharing and innovative behavior. In other words, it was confirmed that decision-making processes fused with individual creativity could create an atmosphere of knowledge sharing and transform the organization. Second, value congruence adjusted the influence of individual creativity on knowledge sharing and innovation behavior. Conclusions - First, it is important for managers to recognize the value and secure the pool of creative talents who will be a potential future basic source of organizational success and competitive advantage. Second, managers should be able to identify those with creative talents and expertise, and use them to increase their knowledge sharing performance, while also developing emotional and motivational creativity. Third, in order improve knowledge sharing performance, managers should pay attention to the emotional aspect of creativity. Fourth, managers should strive to create an environment that is beneficial for the reinforcement of individual self-management capabilities. Fifth, managers should be able to develop decision-making processes to develop potential creativity and encourage creative thinking, opinions, or solutions. Sixth, managers should promote the dissemination and integration of new knowledge based on the creative views and attitudes of team members.