• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.15-26
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• 2016

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

• The Journal of the Korea institute of electronic communication sciences
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• v.13 no.2
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• pp.487-496
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• 2018

The person who knows inaccurately about AIDS is less favorable to AIDS infectee, and the low level of knowledge as to AIDS and negative attitude cause bias and stigma of AIDS infectee to act as a social exclusion mechanism to impede early discovery or early treatment of the disease. As the level of knowledge as to AIDS affect the attitude of AIDS, so this study was tried to make use of basic data to develop education program that may help AIDS infectee and prevention of infection who visit dental clinics in the future by grasping the level of knowledge of the students of the dept. of dental hygiene as to AIDS and the attitude for the infectee. The collected the data subject to 360 students. The investigated data used statistic program SPSS 22.0 (SPSS Inc, Chicago, IL, USA) to calculate general characteristics by frequency and percentage, and for the attitude towards AIDS using Social Networking Services surveysinfectees and testing hypothesis of Duncan, Scheffe to see which groups show the difference in the practice level of infection management.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.241-249
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• 2009

With the recent growth of the Internet, the on-line brand community has been a major vehicle for building a corporate brand asset. This study aimed to identify the effective relationship between confidence, identification, and a brand attitude according to the on-line brand community type. As a result of an empirical analysis, first, the customer-driven community showed higher confidence and identification than those of the corporate-held community. Also, the customer-driven community was assessed more favorable also in the brand attitude. Second, the interactive effect between the community type and community activities was found to be significant in the confidence of the community confidence, and it was also the same for the identification of the community. Therefore, it would be necessary for companies to prepare strategies for improving the level of confidence and the identification of consumers in consideration of the community type for effective brand management on-line.

• Journal of Korean Public Health Nursing
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• v.24 no.2
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• pp.226-236
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• 2010

Purpose: The study investigated factors related to the smoking behavior among 639 high school students in Geoje, Korea. Methods: Data collected by self-reported questionnaires was analyzed by the SPSS WIN 14.0 program with Chi-test, t-test, and multiple logistic regression analysis. Results: Smoking behavior differed by gender (p=.002), school type (p=.001), experience with alcohol consumption (p=.005), family harmony (p=.003), father's smoking (p=.001), academic achievement (p=.010), self-esteem (p=.010), stress (p=.004), and attitude to smoking (p=.0001). Smoking behavior was significantly associated with gender (odds ratio (OR)=0.66, 95% confidence interval (CI)=0.46-0.95), school type (OR=1.52, 95% CI=1.03-2.23), experience with alcohol consumption (OR=0.56, 95%CI= 0.39-0.82), academic achievement (OR=1.98, 95-I=1.20-3.29), attitude to smoking (OR= 0.76, 95%CI=0.69-0.84) and father's smoking (OR=1.59, 95%CI=1.11-2.29). Conclusion: Anti-smoking programs for high school students should especially consider those at higher risk (males in vocational high school with no drinking experience of drinking, lower academic achievement, favorable attitude to smoking, and whose fathers smoke). Community efforts to reduce adult smoking would be advantageous.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.123-136
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• 2021

While same-sex marriage is officially legal in 28 countries, widespread discrimination continues against people in the LGBTQ community in Confucian Asian countries. This study examines how media exposure affects attitudes towards gay men using the cultivation theory in China, where LGBTQ issues are still censored in media. Moreover, this study looks into the immediate effect of watching gay content on attitudes towards a friend's coming out. Based on the survey of 236 young adults aged 18-22, the study results showed that heavy viewers of gay content and female had a more favorable attitude towards gay men. Furthermore, while the participants favored non-gay content, those who viewed gay content were more supportive of a friend's coming out than those who watched non-gay content. The findings indicated the cultivation effect on attitude towards same-sex relationships in a Confucian Asian country that can be used to foster a more inclusive society.

• Korean Journal of Culture and Social Issue
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• v.22 no.2
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• pp.183-202
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• 2016

This research investigated the influence of subjective well-being on attitude towards minority group members. In a cross-sectional data, the higher subjective well-being predicted more positive cognitive beliefs, affective feelings, and behavioral intentions towards foreign laborers and children of international couples. The causal link from subjective well-being to greater tolerance for cultural diversity was found again in a large longitudinal sample. The rate of life satisfaction increase from Time 1 to Time 2 significantly predicted multicultural receptiveness at Time 2. Overall, the findings suggest that subjective well-being may contribute to the formation of favorable attitude towards minority group members.

• Asia pacific journal of information systems
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• v.19 no.1
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• pp.63-82
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• 2009

Virtual community is a social aggregation to attain some goals in an IT-supported virtual space (Lee et al., 2002). As lots of virtual communities generate robust and reliable outputs with low control and low incentive, previous researchers was interested in the questions, "why do they participate?" or "how are they controlled?". But. as Katz (1964) said, the most important part of the high-performing organization is the behaviors of members in the organization. Therefore, this research is to examine the relationship between the performance and the behaviors of participants in the virtual community. First, we propose 6 types of behaviors related to high performance in the virtual community: 'Continuous Attendance', 'Complying with the organizational value, policies, and regulations', 'Protection', 'Suggestion for the improving', 'Self-training', and 'Favorable behavior'. The six types of behaviors are extracted from the framework of Katz (1964) and Brief and Motowidlo (1986). The reason why each behavior is positively related with high-performance is that those who continuously attend have more responsibility than temporary participants do; complying with the rules of a virtual community means that they may make more reliable outcome; 'Protection' is one of the prosocial-behaviors and those who protect the community may concern the benefit of the virtual community when they participate: those who suggest some ideas for improvement may contribute to the virtual community; 'Self-training' behavior means that participants really want to have high quality in their contribution: those who have 'Favorable attitude' consider other members in the virtual community when they participate. Then, we perform an empirical analysis with the survey from participants in the Knowledge service of Naver.com, to show those behaviors are associated with the high-performance. To make the measurement for the six behaviors, we use CVR (content validity ratio) method (Lawshe, 1975), interviewing 12 experts. The dependent variable, performance of participation, is measured by 'ratio of selected answer' given by the Naver.com. We use email survey. We sent 1200 emails to randomly selected participants in the knowledge service and received 282 responses. The results of our empirical analysis show that 4('Continuous Attendance', 'Suggestion for the improving', 'Self-training', 'Favorable attitude') are positively related to the performance, but 2('Complying with the organizational value, policies, and regulations' and 'Protection') are not significant. In line with Fitzgerald (2006), we expect that participants in the virtual community may behave similarly to employees in the off-line firms for the high performance. But 2 behaviors have different results. The reason that the 'Complying with the organizational value' behavior is not sufficiently related to performance is that the motivation of participants is more related to intrinsic pleasure or altruism than external reward. Also, the 'Protection' behavior has no significant relationship with performance, which means that the high-performing participants have little concern about the problems in the community.

• Journal of Korean Academy of Nursing
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• v.8 no.2
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• pp.1-13
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• 1978

Evaluation for students’performance is a very important and difficult responsibility of head nurses. This study was undertaken to investigate and identify head nurses’attitudes toward evaluation for clinical performance of nursing students. Data were gathered through questionnaire from eighty eight head nurses at three hospitals in Kwang Ju City and four hospitals in Seoul, during the period of April 9th-26th, 1978. The questionnaire developed by the researcher included 19 statements which concerned the attitudes of head nurses: their perception about objectives of evaluation for the students clinical performance, their attitudes toward responsibility as evaluator, their attitudes toward method of evaluation, their understanding and interest in nursing students. Mean attitude score more than 60% were classified as positive or favorable, and less than 60% to be negative or unfavorable. The result obtained could be summerized as follows: 1. The mean score of head nurses’attitudes was positive (67.9%). Hypothesis I was rejected, 2. Head nurses’perception about objectives on performance evaluation was very favorable (85.5%). 3. Head nurses’attitudes toward evaluating method were negative (50.9%), post-evaluation interview were perceived to be a part of evaluating process (73.9%), although only few (22.7%) implemented. 4. The head nurses’attitudes in the responsibility as a evaluator were unfavorable (58.2%). 5. Relatively favorable response was revealed in understanding and interest about nursing students (79.6%). 6. Educational level, duration of clinical experience, marital status, and geographical region of head nurses were no significant influence on the attitudes toward evaluation for clinical performance (P > 0.05), while only age revealed significant difference (P < 0.05) Hypothesis 2, 3, 5 and 6 were accepted, hypothesis 4 was rejected.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.675-683
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• 2020

This study has investigated how attachment anxiety boosts the attitude on charity appeals. Drawing on the attachment theory, we tested the hypothesis that increasing attachment anxiety (both dispositionally and temporarily primed) would have favorable attitudes towards charity appeals relates to social identification. Participants in high attachment anxiety showed more favorable attitudes towards charity appeals which can fulfill their social needs. Needs for belongness mediated the relationship between charity appeals and attachment anxiety. While past research has focused on the attachment security as motivation for helping, The current study has focused on egoistic motivation for helping and examined that attachment insecurities leads more favorable attitudes towards charity appeals that fulfill their social needs. The current study demonstrates that social needs can motivate consumers' prosocial behavior. Implications for the theory of non-profit marketing are discussed.

• Korean Journal of Social Welfare Studies
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• v.42 no.2
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• pp.155-177
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• 2011

This study set out to investigate the effect of internet environment and gender on online sexual violence. The final sample size was 436 college students in Gwangju city, South Korea. Hierarchical regression analysis was used for analysis. The major findings of this study are as follows. First, more frequent usage of internet influenced directly increase of online sexual violence, and influenced also indirectly through favorable attitudes to deviance. Third, gender did not influence online sexual violence directly, but influenced indirectly. Male students' more favorable attitude to deviance affected more frequent online sexual violence. These results suggest that internet environment play a role in facilitating online sexual violence through normalizing or justifying online sexual deviance. And gender also affect online sexual violence indirectly through male students' more favorable attitudes to deviance rather than female. And limitations and implications of this study were discussed with respect to further studies.