• 마케팅과학연구
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• 제20권2호
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• pp.188-198
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• 2010

此研究旨在考察负口碑(即NWOM)对在线行销的影响, 着重分析服务失败的描述以及通信服务商的意向是如何影响消费者对企业竞争力的评估, 对企业的态度, 以及积极的口碑行销和行为意向. 对通信说服力的研究着重于 "谁说了什么; 对谁;通过何渠道;有何影响(Chiu 2007)". 在此我们研究了电子网络发布, 尤其是 "什么" 的两个方面: 通信服务失败的等级以及个人发布的知觉意向. 电子负口碑看似正在毁掉产品或企业的声誉, 这也就不难理解为什么人们总对它带有偏见, 认为其不可靠. 根据归因理论, 人们总会寻求事件的原因, 尤其是那些消极的意外的事件(Weiner 2006). Hennig-Thurau和Walsh (2003)提出 "既然读者的知识和对在线信息的作者信任度都很有限, 可以把电子口碑当做是表达-行为关系的有效调节. 此据此我们提出以下假设: 假设1. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临高等级服务失败电子负口碑的对象得分低于面临低等级服务失败电子负口碑的对象. 假设2. 在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 面临警告意向电子负口碑的对象得分低于面临报复意向电子负口碑的对象假设3. 在电子负口碑中, 服务失败的等级和知觉意向互相影响, 因此在衡量(a)企业竞争力, (b)人们对企业的态度, (c)积极的口碑, 以及(d)行为意向时, 警告意向的电子负口碑的平均反应值大于报复意向的电子负口碑. 主要研究包括一个2 (服务失败的严重性) x 2(警告意向VS报复意向的负口碑)的析因实验. 将通过模拟的在线网络发布信息刺激在线对象. 这一方案描述的服务失败是在传统的零售机构不接受礼物卡, 通过一家在线的研究公司从全国抽样. 共有113个对象参与此研究, 共分析了104份调查问卷. 研究对象认为该方案很现实, 92.3%对此反应强烈. 方案的运作相当令人满意, 所有的措施都经预先的测试验证, 各个项目也经分析证实可靠并有效. 多变量方差分析结果显示多变量间无明显的互相影响, 因此我们只研究主要影响-后倾向和服务失败的严重性. 后倾向主要影响对企业的态度, 积极的口碑和行为意向. 服务失败的严重性主要影响4个因变量: 企业的竞争力, 对企业的态度, 积极的口碑和行为意向. 需特别指出的是, 当电子负口碑描述为严重的服务失败时, 企业的竞争力低于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 对企业的态度差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 企业的口碑差于电子负口碑描述为较轻的服务失败时. 当电子负口碑描述为严重的服务失败时, 行为意向低于电子负口碑描述为较轻的服务失败时. 因此, 假设1中的abcd都得到了支持. 另外, 衡量对企业的态度时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量企业的口碑时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 衡量行为意向时, 警告意向的电子负口碑得分低于报复意向的电子负口碑. 因此与假设2中的a项不符, 尽管结果指向的是假设方向. 除此之外, 在假设的三个变量中, 后倾向对服务失败的严重性无明显的多变量或单变量影响. 因此, 假设3被推翻. 此研究有研究和管理的双重蕴涵, 如之前的研究一样, 此研究结果证实了服务失败的严重性影响消费者知觉, 态度, 积极的口碑以及行为意向(Weun et al. 2004). 关于进一步的相关性, 在线内容证实了该反应, 这意味着企业需要努力进行服务补救. 至于电子负口碑的知觉意向, 如之前的研究一样, 此研究结果意味着读者对原始资料的意向影响其对知觉, 态度, 积极口碑和行为意向的作用大小. 对管理者的蕴涵在于, 当消费者发现在线交流可靠且有影响力时, 不是所有的交流都同等重要. 电子口碑的好处在于它可以监测潜在的问题并提供纠正的可能性, 即使有潜在的危害.

• 한국정보시스템학회지:정보시스템연구
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• 제24권2호
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• pp.139-162
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• 2015

Purpose This study reviews technology acceptance research in the information system area and consumer behavior research in the marketing area, sets characteristics of convergence products, personality of consumers and communication channels as main concepts and demonstrates their effects on 'relative level of attraction' and 'intent to adoption. Design/methodology/approach The survey was conducted against potential consumers who have the intent to purchase electric communication media products that provides a variety of functions and service, such as a smart TV, a tablet PC and a smart watch. All items were adapted from previous literature and revised as appropriate the purpose of this study and measured on a 7-point Likert scale with answer choices ranging from "strongly disagree" (1) to (7) "strongly agree." Totally, 300 respondents participated in the survey. Out of the 276 respondents, incomplete or invalid 24 were discarded. With them, SPSS 18.0 and AMOS 20.0 for structural equation modeling were used for the analysis. Findings Main findings are as followed;- First, it is found that 'interrelationship of technology' and 'functional diversification' of convergence products has positive effects on relative level of attraction. Second, perceived behavior control has significant effects on the intent to adoption convergence products. Third, communication through mass media has positive effects on making potential consumers feel attraction about products while there is no relationship with the intent to a. On the other hands, it is demonstrated that there is no relationship influential relationship between communication through interpersonal channels and relative level of attraction while communication through interpersonal channels has significant effects on the intent to adoption.

• 한국조리학회지
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• 제18권5호
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• pp.146-164
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• 2012

이 연구는 목표 몰입을 매개로 하여, 개인-조직 적합성이 직무만족 및 이직 의도에 미치는 영향 관계를 구조모형방정식을 통해 규명하기 위하여 시행되었다. 연구배경을 바탕으로 실증적 연구를 위해 7개의 가설을 도입하였다. 본 연구의 대상은 특 1급 호텔 근무자이며 편의 표본추출로 설문된 250부의 설문 중 180의 성실한 답변을 실제 분석에 활용하였다. 데이터 분석을 위해 SPSS 19.0과 AMOS 4을 이용한 구조모형방정식을 통해 연구 가설의 유의성을 측정하였다. 그 연구결과는 다음과 같다. 호텔 근무자에 의해 인지된 개인-조직 적합성이 높을수록 목표 몰입과 직무만족은 유의하게 높아지는 결과가 나왔으며 이직 의도는 낮아지는 것으로 나타났다. 아울러, 목표몰입은 직무만족에는 정(+)의 영향을, 이직 의도에는 부(-)의 영향을 미치는 것으로 나타났으며, 개인-조직 적합성과 조직 결과 변수 사이에 매개역할을 하는 변인으로 나타났다. 결론적으로, 개인-조직 적합성과 목표 몰입은 호텔에서 직원을 채용하기 전, 후의 단계에서 고려해야 할 필요성이 제고된다.

• Human Ecology Research
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• 제58권4호
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• pp.539-560
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• 2020

This study presents work-family multiple-role planning by female university students as a new approach to worklife balance. Accordingly, this study examines university years as a key time frame during which students establish their career paths. This study integrates the social cognitive career theory and the planned behavior theory to design and evaluate a model that explains the work-family multiple-role planning process; in addition, it develops an optimal model to predict the intentions of female university students in work-family multiple-role planning. This study has conducted a structural survey with 500 female university students. After inspecting the data, the responses of 435 participants were used in the data analysis (SEM) with SPSS 21.0 and AMOS 21.0. The findings include the following. First, suitability of predictive model presents a satisfying fit. The major factors in this study's model (parental support, subjective norms, attitudes toward multiple-role planning, career decision self-efficacy, and outcome expectations) are verified as direct and indirect predictors of the work-family multiple-role planning intent of female university students. Second, the strongest predictive factor for the work-family multiple-role planning intent is the social environment factor (subjective norms), indicating that the influence of social pressure on intent is relatively large. The predictive model formulated under this study's integrated theoretical framework supplements existing research that focused on attitudes toward multiple-role planning as well as provides a more profound theoretical foundation on which work-family multiple-role planning behaviors can be better understood.

• Journal of Computational Design and Engineering
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• 제2권1호
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• pp.67-72
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• 2015

Recently, along with the improvements of geometry modeling methods using sketch-based interface, there have been a lot of developments in research about generating surface model from 3D curves. However, surfacing a 3D curve network remains an ambiguous problem due to the lack of geometric information. In this paper, we propose a new algorithm for estimating the normal vectors of the 3D curves which accord closely with user intent. Bending energy is defined by utilizing RMF(Rotation-Minimizing Frame) of 3D curve, and we estimated this minimal energy frame as the one that accords design intent. The proposed algorithm is demonstrated with surface model creation of various curve networks. The algorithm of estimating geometric information in 3D curves which is proposed in this paper can be utilized to extract new information in the sketch-based modeling process. Also, a new framework of 3D modeling can be expected through the fusion between curve network and surface creating algorithm.

• 한국의상디자인학회지
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• 제18권1호
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• pp.23-34
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• 2016

The purpose of the study was to investigate differences in job satisfaction, organizational commitment, and intent to leave the job among the employee groups of korea fashion companies according to the degree of participation in sports activities. For the study, the questionnaire was developed by the authors and distributed to 350 employees of Korean fashion companies. A total of 300 questionnaires was collected and used for the final analysis. Data were analyzed by frequency analysis, reliability analysis, factor analysis, independent sample T-test, ANOVA and Tukey's test, using the SPSS 18.0 Package Program. The findings were as follows. The fashion industry professional group which had spent longer period and hours, and more days in sports activities tended to have higher job satisfaction and organizational commitment and lower intent to leave their job.

• 한국의상디자인학회지
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• 제20권2호
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• pp.63-71
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• 2018

The purpose of this study is to establish a relationship between TV home shopping model and the marketing data of the TV home shopping industry. Differences in relationship marketing factors, trust, and intent to reuse depending on the experience of the model have resulted in a higher assessment of both the expertise and service factors of fashion stylists than groups with 10 years or less experience. In addition, model groups with 15 or more broadcasts in one month rated the professionalism, communication, ties, trust, and intent to reuse fashion stabilists more than 15 model groups. The difference in marketing factors, services, communications and ties between the professional and use of home shopping models was found to be 40 years old as compared to those in their 20s and 30s. Finally, in terms of the gender of the home shopping model, the difference between the marketing factors and the reliability of the relationship and the intent to reuse, the professional, communication and bonding, trust, and re-purpose factors were all rated higher by the female group than the male group. The results of the study suggest that a relationship marketing strategy needs to be established between a fashion stylist and a TV home shopping model, and fashion stylists should be judged based on the characteristics of a TV home shopping model.

• 산경연구논집
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• 제8권7호
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• pp.51-61
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• 2017

Purpose - Present study investigates character identification and emotional response to character that may affect consumers' intention to purchase the character-attached products. And this study explores whether symbolic relevance and object relevance affect the character identification, and whether character attractiveness and character salience affect the emotional response to characters. Research design, data, and methodology - SNS characters, animated characters, game characters, and traditional characters were used as experimental characters. And stationery as experimental product was used. 250 college students participated in the empirical study, and structural equation model was used to verify hypotheses. Results - First, the character identification and emotional response to characters affected the intention to purchase the products positively, and the emotional response to characters also positively affected character identification; second, symbolic relevance had no positive impact upon character identification, while object relevance had positive influence on character identification; and third, character attractiveness and salience had a positive effect on the emotional response. Conclusions - Present study contributes to the progress of character theories. Marketers should find ways to increase consumers' object relevance to characters and the level of characters' attractiveness and salience in order to promote the intent to purchase the products.

• 정보처리학회논문지:소프트웨어 및 데이터공학
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• 제5권4호
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• pp.165-170
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• 2016

안드로이드 어플리케이션은 인텐트를 이용하여 다른 어플리케이션의 컴포넌트를 호출하여 실행시킬 수 있다. 하지만 컴포넌트들 사이의 상호작용이 정상적으로 처리되지 않으면 잘못된 컴포넌트가 실행되거나 전화 수신과 같은 시스템 브로드캐스트를 처리하지 못하는 문제점이 발생할 수 있다. 본 논문에서는 이와 같은 상호작용 문제점을 검사하기 위해 서로 연동하여 동작하는 어플리케이션들로부터 컴포넌트 기반의 다이어그램들을 생성하고 이를 하나의 병합된 다이어그램으로 변환하여 테스트 시나리오를 생성하는 방법을 제안한다. 제안된 방식은 기존의 테스팅 기법에서 고려하지 못한 어플리케이션간의 상호작용 검사를 효율적으로 수행할 수 있다.

• Fashion, Industry and Education
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• 제14권1호
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• pp.40-49
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• 2016

This study examined students' perceived importance of the benefits derived from an international multi-course collaborative (IMCC) project and how these perceptions impact students' extrinsic and intrinsic motivations for using the project Facebook (i.e., perceived usefulness and enjoyment), attitude toward the project, and intent to participate in future IMCC projects. The data were collected from 96 students who participated in the IMCC project and were enrolled in four different fashion merchandising courses in two different countries, the U.S. and South Korea. This study found that perceived enjoyment of the project Facebook influenced attitude toward the project and intent to participate in future IMCC projects. Perceived usefulness and enjoyment were predicted by the perceived importance of cultural understanding and feedback exchange among international group members. Attitude was influenced by the perceived importance of networking through the IMCC project, while intent to participate in future IMCC projects was predicted by perceived importance of cultural understanding and networking through the IMCC project. This study provides educators in the related disciplines insights about how to incorporate social network sites into course curricula to motivate students' project participation and learning.