• The Korean Journal of Franchise Management
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• v.9 no.1
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• pp.17-25
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• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.212-224
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• 2017

This study was conducted in order to raise a question regarding limitations of career guidance as career guidance programs for university students are limited to career planning and preparation and fail to deal with career management after being employed. Accordingly, it investigated the effects of career maturity, which is mainly studied among university students, on protean career attitude and effects of protean career attitude on subjective career success. To that end, this study built a research model based on the effects of career maturity and protean career attitude on subjective career success of university students and analyzed data collected from 273 university students based on the research model. The result showed that career maturity of university students had positive effects on their protean career attitude. Especially, in career maturity, planning and independence had significant effects on protean career attitude. However, in career maturity attitude, attitude toward work had negative effects. Also, protean career attitude of university students had significant effects on subjective career success. This study aimed to explain the relationship between career of university students and relevant behaviors and perception by clarifying the structural relationship among planning, independence, attitude toward work, protean career attitude, and subjective career success. Based on the results of this study, it was suggested that career management theory should be newly introduced into career guidance program of university students.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.37-46
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• 2018

This study investigated the differences of message effect by product types and placement types of webtoon PPL(Product Placement). The study have tried to find effective webtoon PPL type and product type to minimized consumers' advertising avoidance. For analysis, two-way between subject design was produced by product types(utilitarian and hedonic product) and webtoon PPL placdement types(image, insert, and combination type). In results, there was a difference by PPL placement types for brand attitude. In special, the insert type had highly positive brad attitude. For webtoon contents, highly positive attitude was discovered in the cases of the hedonic product and the insert type of webtoon PPL.

• Journal of Korean Academy of Fundamentals of Nursing
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• v.23 no.2
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• pp.136-148
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• 2016

Purpose: This study was done to investigate the level of nursing students' awareness, attitude, safety climate, and performance of infection control, and to identify factors influencing performance. Methods: The sample consisted of 239 nursing students from 5 nursing schools. Data were collected from November 15 to December 11, 2013 and analyzed by frequency, t-test, ANOVA, Pearson correlation coefficients, and multiple stepwise regression with SPSS/WIN 21.0. Results: Of the participants, 216 (90.4%) had experienced contact with infectious diseases. The performance of personal hygiene was scored the highest followed by standard precautions, transmission precautions, and vaccination. There were significant correlations between awareness, attitude, safety-climate and performance. Awareness, safety-climate, attitude, contents of infection control education, and direct exposure to infectious disease collectively explained 30% of the variance in performance, and awareness was the most influential factor. Conclusion: The results indicate that performance of infection control by nursing students can be increased if awareness, safety climate, attitude, and contents of infection control education are improved, and exposure to infectious disease is decreased. These findings can be utilized to improve performance by developing education programs for infection control.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.176-185
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• 2020

This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.243-246
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• 2010

In this research, the object is to analysis the impact of the four dimensions of Marketing Mix, product, price, place and promotion on store attitude. At the same time as mediating factors of relationship between Marketing Mix and customer attitude, experience factors, such as sense experience, feel experience and think experience are also analyzed. The results show that the promotion has a significant effect on sense experience, and place also has a significant effect on sense experience, feel experience and think experience. Another important result is, experience factors, such as sense experience, feel experience and think experience have significant effect on store attitude.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.230-240
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• 2016

This study analyzed the differences of the sex-role attitude and marital satisfaction of the elderly couples according to the demographic factors as well as analyzed the relationships between sex-role attitude(sex-role awareness, sex-capacity awareness) and marital satisfaction. 378 structured questionnaires were collected from elderly couples who were pus 60 and live in Gyeonggi-do areas. And the frequency analysis, factor analysis, hierarchical regression analysis, t-test, and ANOVA were carried out through SPSS Ver. 20. The findings are as follows. First, the differences of the sex-role attitude and marital satisfaction of the elderly couples according to the demographic were found partially. Second, the sex-role awareness of the elderly couples affected on marital satisfaction positively, but the sex-capacity awareness did not.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.881-889
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• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• Journal of Information Technology Services
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• v.16 no.1
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• pp.27-39
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• 2017

Lately, there is a worldwide boom for start-ups. This trends has led to develop many policies for entrepreneurship in Korea, which focused on college education. Also, as the forth industrial revolution knows no borders, demands of software early education are expanding in line with strong interests in IT (Information Technology). Information technology is now an essential competency for all professionals who need creative thinking. And entrepreneurs are a representative job that requires creative thinking. This study suggests IT competencies-IT planning competencies (ITPC) and IT development competencies (ITDC)-as a core factor of the entrepreneurial intention. This paper is to study the relationship between IT competencies and entrepreneurial Intention. So we investigated IT competence and entrepreneurial intention in university students with a questionnaire. The results of this empirical study can be summarized as follows. First, IT planning competencies have positive influence on entrepreneurial attitude and intention. But IT development competencies do not influence directly on entrepreneurial intention. Second, entrepreneurial attitude have mediating effects in the relationship between IT planning competencies and entrepreneurial intention. So, we need to develop good contents related to the IT planning capabilities when organizing training programs in start-up course. In order to improve the quality of entrepreneurship education, it will be necessary to develop educational contents that can have a broad perspective for understanding the trends of technology convergence and creating opportunities.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.145-153
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• 2020

With the spread of the Korean Wave culture, the importance of the effects of Korean Wave contents and the direct and indirect effects on product purchase is increasing. In the early days, the Korean Wave started around K-Pop and K-Dramas, but now its scope has been expanded to include various contents. In the case of Vietnam, interest in K-Sports has recently increased, and the influence of K-SNS is also increasing. Accordingly, in this study, a research model was established and tested to investigate the relationship between product image and attitude toward Korean cosmetics, and purchase intention for Korean cosmetics consumers in Vietnam. The results of the analysis are as follows. First, among the four factors of Korean Wave contents, K-Pop, K-Drama, and K-SNS had a positive effect on product image, while K-Sports was found to have no significant effect. Second, it was confirmed that the product image of Korean cosmetics has a positive effect on product attitude, and the product attitude has a positive effect on purchase intention. Therefore, in the Vietnamese cosmetics market, it is suggested that focusing on the product image focusing on Korean Wave contents, and promoting activities can achieve effective results for the purchase intention of Vietnamese consumers.