• Journal of Digital Convergence
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• v.17 no.6
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• pp.69-75
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• 2019

The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.

• Journal of Digital Convergence
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• v.10 no.5
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• pp.53-66
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• 2012

The purpose of the study was to examine the relationships among gender, shopping motivations, flow experience, and purchases using structural equation modeling. Shopping motives were included in the study: self-refreshment, idea seeking, social interaction, product acquisition, and value seeking. Data from 452 male and female respondents were employed to test the model. Empirical findings supported that the proposed model was a good fit to data. Gender played an influential role in shopping motives. All motives except for product acquisition motive significantly influenced flow experience. Flow experiences enhance the purchasing. This study contributed the literature by providing a conceptual foundation of how gender and shopping motivation influence flow experience.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.371-383
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• 2018

The purpose of this study was to examine the effects of sex and gender role identity on college life adaptation. The participants were 142 male and 146 female students. The university life adaptation scale and gender role identity scale were carried out, and we conducted a parallel multiple mediator model using Process macro. As a result, while the effect of sex on adaptation level and resources was significant, the explanatory power increased to a meaningful level when effect of gender role identity was considered. In the adaptation level, the effects of masculinity and femininity are similar in magnitude, but in the resources, masculinity has a more positive effect. Finally, male students were mediated through masculinity and female students were mediated through femininity, which has a positive effect on adaptation. These results suggest a differentiated guidance direction according to sex and identity, and suggest that enterprising and challenging spirit is important.

• Journal of Digital Convergence
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• v.15 no.5
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• pp.419-429
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• 2017

This study examined the moderating effects of gender on the effects of anxiety and depression on college students' smartphone addiction. For this purpose, 331 students in Gyeonggi province were conducted a survey, and a structural equation modeling was used. The results showed that female had higher levels of anxiety, depression, and smartphone addiction than male. Second, the analysis of structural equation modeling to investigate the effect of anxiety and depression on smartphone addiction revealed that depression affects smartphone addiction. Third, gender had a moderating effect on the effects of anxiety and depression on smartphone addiction. Anxiety affected male, while depression worked on female. Based on the results of this study, it was discussed that different approaches are needed depending on gender in preventing and intervention for smartphone addiction.

• Journal of Digital Convergence
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• v.15 no.7
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• pp.425-434
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• 2017

The purpose of this study was to explore the relationship of gender discrimination consciousness, work-family conflict and facilitation, and turnover intention of married female hospital nurses. The participants included 101 married female nurses at hospitals in S city. Gender discrimination consciousness was higher, benevolent sexism was higher than hostile sexism. The nurses under 40, had one child and worked within 5 years had higher work-family conflict. Turnover intension was significantly higher when the nurses were under 40 (t=3.66, p<.001), had no children (F=5.76, p=.004), and were staff and charge nurses (F=5.86, p=.004). Hostile sexism had correlated to family-to work conflict and facilitation. Turnover intention had a positive correlation to work-to family conflict and family-to work conflict. Through this study, we were understand the relationship of gender discrimination consciousness, work-family conflict and facilitation, turnover intension of married female hospital nurses, and for work-family balance, it was found that more study is needed.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.239-247
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• 2022

The purpose of this study was to examine Korean consumers' awareness of Cultured Meat(CM) and influencing factors by gender. On-line survey was conducted from June 9 till June 15, 2021. Analyses of 1,008 respondents whose ages were 20 or older resulted in three points. First, Korean consumers' awareness of CM were lower than the medium in the scale of 1-5, and men reported higher level of awareness than women. Second, the awareness of CM differed by socio-demographic characteristics of participants. The younger, the higher educated, and the students showed higher level of awareness of CM. Third, influencing factors on the awareness of CM differed by gender. In total, gender, age, job, health concern, environmental concern, perceptions of Traditional Meat(TM), and early adopter tendency were significantly associated with the awareness of CM. Among men, age, job, health concern, and early adopter tendency were significant influencing factors on the awareness of CM, where as age, education, health concern, environmental concern, perceptions of TM, and early adopter tendency were so among women. The study results may be used as basic data for developing policies for CM research and consumers.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.179-189
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• 2019

The market participation and development of major manufacturers of next-generation green vehicles is accelerating in recent years. The results of this study are as follows: Consumer type (personal value pursuit type, price value pursuit type) was significant difference between consumer. The results of this study were as follows: First, there was no significant difference in the characteristics of consumers (gender, age, monthly average income) and purchase intention according to age, gender and monthly average income, Image has a positive (+) impact on eco-friendly vehicles. This suggests that the development and market participation of next - generation green vehicles is accelerating and consumers 'interest is increasing, and the characteristics of environment - friendly vehicles and the government' s policy support are important factors.

• Journal of Digital Convergence
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• v.14 no.3
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• pp.361-372
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• 2016

The purpose of this study was to examine the mediating effect of moral elevation and self control on the relationship between moral identity, character strengths, family strengths, and altruistic behavior in the times of convergence. The collected data were analyzed by SEM. The results of this study were as follows: First, moral self has indirect effect on altruistic behavior through moral elevation and self control in turn, and character strengths, have indirect effect on altruistic behavior through moral elevation and self control and moral elevation, self control in turn, and family strengths have indirect effect on altruistic behavior through self control. Second, it was found that there was a significant gender difference in the structural weights of character strengths and moral elevation.

• Journal of Technology Innovation
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• v.14 no.1
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• pp.227-254
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• 2006

Under the recent trend of telecommunications and broadcasting convergence, much more various forms of new convergence broadcasting services are being introduced than ever before. Owing to the unique advantages, new convergence broadcasting services are expected to bring drastic changes to the current broadcasting service market. In this research, we attempt to examine what kind of attributes critically affect the competition among new convergence broadcasting services, and how much competitive they will be, based on the quantitative information about consumer preferences for the important attributes of new convergence broadcasting services. Conjoint survey was used in order to obtain stated preference data of consumers. From the results, some implications are obtained as follows. First, even though new convergence broadcasting services have many unique advantages, still price is the most important for the consumers. Second, it is expected that considerable consumer valuation exists for the unique advantages of new convergence broadcasting services like mobility and dual-way interactivity, which will add the competitiveness of those services in the future. Third, since midterm advertising puts negative utility on consumers, broadcasting services with midterm advertising will not be preferred to those with neither advertising nor midterm advertising. Fourth, service coverage and the number of consumers using the same broadcasting service have a significant feedback effect on the competition between broadcasting services from the dynamic aspect. Lastly, the consumer preference can be affected by demographic variables like age and gender, and broadcasting service usage patterns such as channel switchover for escaping advertisement and frequency of using other recorded media. Main findings of our research might become useful information for both telecommunication and broadcasting companies, contents providers, advertisers, and policy and regulation makers to cope with the uncertain environment of telecommunication and broadcasting convergence.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.289-297
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• 2021

Animation is a media reflecting social ideas, not only conveying information but also creating a new discourse. The purpose of this paper is to examine the social issues and gender discourse reflected in the media by analyzing the gender discourse inherent in the protagonist and surrounding characters, narrative characteristics, and background of the Ghibli animation "The Tale of the Princess Kaguya". As a research method for this purpose, figure out social problems related to gender performance, and analyze prior researches to derive a connection with the gender discourse in the animation. Grandfather is symbolic of a father who forces his daughter to follow his chosen happiness, and grandmother represents a mother who can not stop her husband. Stemaru is the character not in the original, posing a question of the problem of gender performance while failing to get married due to lack of sufficient wealth and honor. Princess Kaguya had been self-reliant and active like a modern woman at the beginning of the story. However, after being suppressed by society and people around her, the stereotyped gender performance forced Kaguya, who longed for the earth, to wish to return to the moon. Such social pressure happens in modern society. Gender performance is a systemic problem to be solved with systemic change. For this reason, constant consideration such as this paper is needed.