• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 한국콘텐츠학회논문지
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• 제9권11호
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• pp.363-375
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• 2009

본 연구는 웹콘텐츠의 맥락효과로 인한 배너광고효과를 검증하고자 대표적인 웹콘텐츠인 인터넷 기사와 광고의 관련성, 기사에 대한 감정과 감정, 관여도, 기사난이도에 따른 배너광고의 효과를 분석하였다. 분석 결과 맥락효과로 인해 배너광고의 효과가 높아지는 경우로는 콘텐츠와 광고의 관련성이 높고, 기사로 인해 긍정적인 감정이 형성된 경우, 기사의 난이도가 낮은 경우, 관여도가 높은 경우로 나타났다. 또한 광고에 대한 부정적인 감정이 형성되거나 광고의 난이도가 높아지는 경우, 관여도가 낮아지는 경우에도 기사와 광고간의 관련성이 높으면 광고효과가 향상되는 것을 통해 광고의 맥락효과를 검증하였다.

• 한국생활과학회지
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• 제18권3호
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• pp.619-629
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• 2009

The purpose of this study is to investigate the impact of mother's and father's parenting behaviors and parenting involvement on prosocial behaviors of preschool children. The data were collected from 149 preschool children and their parents(149 mothers, 149 fathers). The collected data were analyzed by SPSS12.0 program for frequency, percentage, t-test, ANOVA, Duncan's test, multiple linear regression. The findings of this study are as follows :first, preschool children behaved prosocially more when their mothers or their fathers took warmth-acceptance of parenting behaviors. They showed lower prosocial behaviors when their fathers conducted more rejection-restriction or more permissiveness-nonintervention of parenting behaviors. Second, preschool children prosocially behaved more when their mothers and their fathers were more involved in parenting. Third, the most powerful predictor of prosocial behaviors was warmth-acceptance of parenting behaviors of their mothers.

• 대한가정학회지
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• 제36권8호
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• pp.13-20
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• 1998

The purpose of this study was to examine the relations of matemal parenting behaviors, child's stranger anxiety, and separation anxiety to matemal separation anxiety. A total of 288 middle class mothers having children aged from 36- to 59-month- olds answered to a questionnaire based on Maternal Separation Anxiety Scale (Hock, 1989). They also answered the questions about maternal parenting behaviors, child's stranger anxiety, and separation anxiety. The main results were as follows : 1. There were no significant differences in maternal separation anxiety as a function of demographic variables. 2. Maternal parenting behaviors such as physical contact and discipline involvement were significantly related to maternal separation anxiety. And child's stranger anxiety and separation anxiety were also significantly related to matemal separation anxiety. 3. Maternal separation anxiety was accounted for 15% of the variance by maternal physical contact, discipline involvement, and chlid's stranger anxiety and separation anxiety.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회/대한산업공학회 2003년도 춘계공동학술대회
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• pp.523-528
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• 2003

Involvement was defined customers has been the standard of interest of product, service, company. Involvement can explain customers doing more detail than any conception. In the light of this, the brand awareness is important factor to reduce the perceived risk. Therefore, we measured the brand awareness to study whether it affects on decision of product. As a result of study, we could get the following outcome. We found out that the brand awareness effects positive influence on consumer to choose a travel agency. It can be considered as a natural result, but it proved that the brand awareness has a quite important role for decision making process. This study has investigated the relationships between brand awareness satisfaction and involvement about product.

• 한국의류학회지
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• 제20권5호
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• pp.817-825
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• 1996

A portion of several previous studies has been that when a product is to be presented as a gift it entaials a greater expenditure of time and money than when the same product is to be used by the buyer. While this might suggest that gift-giving is an especially involving purchasing sitution, the research to date has not been consistent in its evidence to support this view. One reason for this inconsistency in findings may be suggested that different gift-giving situations show considerably different levels of givers' task involvement. The present study designs to gain some descreptive understanding of the clothing gift-giving, and to test the relationship between varibles related to clothing gift-giving and task involvement of clothing gift-giving through different gift-giving senarios. Data (N=463) were collected via a questionnaire from housewives living in Pusan, and were analyzed by factor analysis, t-test, and cannonical analysis. Results support that differences in task involvement of clothing gift -giving cause different consumer behaviors in relation to clothing gift-giving.

• 복식
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• 제61권7호
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• pp.51-66
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• 2011

The study is intended to suggest the differentiated and subdivided indexes of the leisure fashion market and to provide the marketing strategy establishment and in-depth understanding of leisure fashion business by looking into the correlation between and among fashion involvement, clothing selection criteria and fashion information sources. This study was conducted by the questionnaire response method and the results were derived by using the SPSS 16.0 statistics program. The results of the study were as follows; 1) As a result of researching the difference between the leisure activities consumer groups and fashion involvement, there were significant differences in emotional and cognitive involvement. In the tour activity group and social activity group, emotional involvement was found to be higher than the cognitive experience while in the hobby and sports activity group, both involvements were equally as high. 2) As a result of researching the difference between the leisure activities groups and clothing selection criteria, it was found that the intrinsic and extrinsic criteria were high in the hobby and sports activity group and that the intrinsic criteria was high in the tour activity group and social activity group. 3) In the difference between the leisure activity groups and fashion information sources, it was found that media source, observation source and experience/personal source were high in the hobby and sports activity group. In addition, the experience and personal source were high in the social activity group. 4) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources, it was found that the emotional involvement, intrinsic criteria and observation source were higher in the group of females than males. 5) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources depending on the ages of leisure activities consumers, it was found that the emotional involvement and observation source were high in the group of 20-24 yrs old consumers and that the emotional involvement, intrinsic criteria and observation source were high in the group of 25-29 yrs old consumers. Also, in the group of 30-34 yrs old consumers, the emotional involvement, observation source and experience/personal source were high.

• 한국의류산업학회지
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• 제22권3호
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• pp.323-334
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• 2020

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

• 한국의류학회지
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• 제21권3호
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• pp.559-570
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• 1997

The purpose of this study was to investigate consumer shopping orientation toward foreign brands in the context of clothing involvement, ethnocentrism, country-of-orion effects and demograpic variables. But in this paper, to begin with, shopping orientation was studyed in connection with ethnocentrism and country-of-orion effects. The questionnaire was distributed to 300 female consumers over twenties living in pusan area and finally 213 data sets were used for statistical analysis.8y factor analysis,5 shopping orientation factors were identified: following to foreign brands, desire for flaunt, preference to domestics, favor to foreign brands and country-of-orion consciousness. By univariate analysis, consumer's disposition of ethnocentrism was studyed and consumers were divided into 3 groups according to disposition of ethnocentrism through fast cluster analysis. Resurts reveled that Korean consumers have strong ethnocenterism. And country-of-orion effects were studyed. Consumers are favorable toward foreign brands and products, especially toward Italy and France goods, except Hongkong and China goods nevertheless strong ethnocentrisuL As a result of canonical correlation analysis about shopping orientation factors and ethnocenterism revealed that ethnocenterism correlated negatively with one factor (following to foreign brands) and positively with another (preference to domestics).

• 농촌지도와개발
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• 제28권2호
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• pp.85-98
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• 2021

This study aims to examine consumer types based on pet food selection attributes and to analyze the differences in consumer characteristics by those types. In this study, the researcher uses k-means cluster analysis and crossover analysis to determine market segmention, and then analyzes the resultant characteristics by categorizing consumers. A total of 202 cases are used for this study. First, the selection attributes are classified into the six factors of credibility, quality, design, convenience, information, and price. Second, the clusters are categorized into the four clusters, which are designated pet food lower-involvement type, pet food information- and price-seeking type, pet food convenience-seeking type, and pet food higher-involvement type. Third, these four groups exhibit statistically significant differences in terms of occupational variables, number of pets, and purchase frequency. The results of this study may provide helpful information in establishing customized, market-based marketing strategies based on the characteristics of pet food consumers.