• Asia Marketing Journal
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• v.13 no.4
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• pp.29-54
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• 2012

Recently, as film has been admitted as the artistic merit and higher value-added business, the past studies on film have been lively carried on various fields. Especially, the film business is thought to be value-added business and has explored the causes of influencing spectators. However, there are no researches enough to explain what induces the choice and diffusion of the film. The film is not only hedonic products but also typical example of experiential products. So how to process film formation plays important roles in explaining the procedures of forming preference on the film and the movies spread more widely. But the great part of study of films has been concentrated on exploring hedonic factors of influencing spectator's choice. Until now there is not enough study for the relationship between experiential information processing and film preference. To explain film's preference, our study focuses on preference fluency and processing fluency that can provide an insight for our question about the relationship. In this article, to explain the procedures of processing experiential information and forming preference on the film, our study focuses on finding the relationship between film's processing fluency and film's preference fluency and explores the factors that affect film's processing fluency. To achieve the goal of this study, we distinguish factors of film's conceptual fluency from factors of film's perceptual fluency and explore the paths from the factors to film's preference fluency. The factors which have effects on perceptual fluency are hypothesized to be distinction of image expression, distinction of sound expression, correspondence between actors' image and their role. The factors which have effect on conceptual fluency are supposed to be well-organized story, suitability of lines expression. The experiments in which students were sampled at 'C' university were conducted in 2010 (december). Data collection was proceeded through questionnaires. We test the hypothesized model by using structural equation modeling(Amos 17.0). The fit indices for the model are as follows : x²=416.266(df=213, p=0.00), GFI=0.855, AGFI=0.812, RMSEA =0.069, IFI=O.925, CFI=0.920, TLI=0.905. According to the guidelines, there is evidence that our measurement model fits data. The results of empirical study are as follows. The path from film's perceptual fluency to film's preference fluency is supported(estimate: 0.223, C.R: 2.641). The path from film's conceptual fluency to film's preference fluency is supported(estimate: 0.397, C.R: 4.863). The path from distinction of image expression to film's perceptual fluency is not supported(estimate: 0.113, C.R: 1.665). The path from distinction of sound expression to film's perceptual fluency is supported (estimate: 0.190, C.R: 2.042). The path from correspondence between actors' image and their role to film's perceptual fluency is supported(estimate: 0.686, C.R: 5.566). The path from well-organized story to film's conceptual fluency is supported(estimate: 0.396, C.R: 4.023). The path from suitability of lines expression to film's conceptual fluency is supported(estimate: 0.536, C.R: 5.441). Concludingly, our study explored the influencing factors of film's processing fluency inducing film's Preference fluency. First, film's perceptual fluency and film's conceptual fluency have positive effects on film's preference fluency. Second, distinction of image expression is not significant on film's perceptual fluency, but distinction of sound expression and image's correspondence of actors' image and their role have positive effects on film's perceptual fluency. Lastly, well-organized story and suitability of lines expression have positive effects on film's conceptual fluency.

• Asia Marketing Journal
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• v.15 no.3
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• pp.31-52
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• 2013

The metacognitive experience of the ease or difficulty with which new, external information can be processed, referred to as 'processing fluency,' has been shown to influence a wide range of human judgments including truth judgments, familiarity judgments, risk perception, evaluation, and preference (see Alter and Oppenheimer 2009 for a review). The current research explores the possibility of a consumer's product innovativeness judgment based on the difficulty of processing new information. In specific, this study examines if the inferential link between (dis)fluency-(un)familiarity can feed into the perception of innovativeness. This study also explores how a consumer's processing motivation can moderate the consumer's reliance on processing fluency in judgments and how the influence of fluency can vary depending on judgment task orders. In an experiment, participants rated a new product's innovativeness and then indicated their product attitude (or vice versa depending on the judgment task order condition) after reading a product review article that was printed in either an easy-to-read or a difficult-to-read font (for fluency manipulation). The findings show that low need for cognition individuals infer higher product innovativeness when processing product information is difficult rather than easy, consistent with the common assumption that 'new information is more difficult to process than familiar information.' The findings also suggest that once low fluency is attributed to innovativeness, it may no longer lead to a negative response to the product. High need for cognition individuals' judgments on product innovativeness are not affected by fluency. The findings also demonstrate a judgment task order effect on the use of fluency in judgments (e.g., Xu and Schwarz 2005). This study provides the first evidence that an individual's fluency experience can be used as a source of information in product innovativeness judgments especially under low processing motivation conditions. The findings can help marketers better understand the malleability of consumer judgments and perceptions of product characteristics (e.g., product innovativeness) by demonstrating an interesting interplay of processing fluency, processing motivation, and judgment task-related contextual factors.

• Phonetics and Speech Sciences
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• v.4 no.4
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• pp.129-138
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• 2012

Reading fluency is an important variable in reading comprehension. However, a limited number of studies on reading fluency are available in Korea. The purpose of this study is to review the articles about reading fluency during last 10 years and to present a direction for future research. Forty research papers from the Journal of Learning Disabilities and Language Speech and Hearing Services in Schools were selected from 2002 to 2012. These papers were analyzed in terms of their subjects and research methods. About 64% of the articles focused on typically developing children and children with dyslexia. About 67% of the research consisted of descriptive studies. Based on these results, suggestions were made for future research on reading fluency.

• Speech Sciences
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• v.7 no.3
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• pp.273-284
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• 2000

The purpose of this study was to investigate speech rate and fluency in stuttering adults. It was suggested that a measurement guideline of speech rate and fluency for collecting clinically meaningful data be used. Subjects included 10 adults who stutter (mean age=25;8). Syllables were used as the unit of measurement for analyzing the duration of speech. The mean rate was 241 SPM (syllables per minute) for reading, and 196 SPM for spontaneous speaking. Fluency was also measured in both cases. The correlation between rate of speech and fluency was high (r=0.92). A strong positive correlation was found between different investigators in measuring speech rates and fluencies.

• Phonetics and Speech Sciences
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• v.6 no.2
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• pp.9-20
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• 2014

In this paper, we propose an automatic fluency evaluation algorithm for English speaking tests. In the proposed algorithm, acoustic features are extracted from an input spoken utterance and then fluency score is computed by using support vector regression (SVR). We estimate the parameters of feature modeling and SVR using the speech signals and the corresponding scores by human raters. From the correlation analysis results, it is shown that speech rate, articulation rate, and mean length of runs are best for fluency evaluation. Experimental results show that the correlation between the human score and the SVR score is 0.87 for 3 speaking tests, which suggests the possibility of the proposed algorithm as a secondary fluency evaluation tool.

• Journal of the Korean School Mathematics Society
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• v.9 no.2
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• pp.229-248
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• 2006

In creative society, fluency in technology means the ability to reformulate knowledge, to express oneself creatively and appropriately, to produce and generate information in computer environment. Fluency in technology is essential for mathematics education with a point of constructivist view. In this paper, we study the meaning of fluency in technology, related to mathematics education. For this purpose, we suggest Papert's constructionism as a theoretical background and consider the principle of 'Learning through design' for fluency in technology. And we consider some principles for designing a mathematical microworld and implement a mathematical microworld for fluency in technology. With this microworld, we consider the after-school-program where students have participated a design activity.

• The Journal of Economics, Marketing and Management
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• v.10 no.1
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• pp.27-37
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• 2022

Purpose: This study investigates how to successfully promote the smart product bundle by exploring (1) how consumers' adoption intention toward a smart product bundle differs by the complementarity level of the bundled items and (2) how the ad appeal type influences the effect of complementarity level on adoption intention via goal fluency. Research design, data and methodology: This study was a 2 (complementarity level: low vs. high) × 2 (ad appeal type: attribute vs. benefit) between-subjects experiment. The proposed hypotheses were verified using analysis of variance (ANOVA) and bootstrap analysis using PROCESS. Results: This research demonstrated that adoption intention toward smart products increases when the complementarity level of bundled smart items is high. Goal fluency underlies this relationship. Further, attribute versus benefit appeal type moderates the relationship between the complementarity level and goal fluency. Conclusions: Compared with the attribute appeal, benefit appeal leads to higher goal fluency when the complementarity level of the bundled items is low. However, there was no differential impact of appeal type on goal fluency when the complementarity level of bundled items is high. Finally, goal fluency mediated the interaction of complementarity level × ad appeal type on adoption intention.

• Journal of Distribution Science
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• v.16 no.4
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.249-256
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• 2018

This study aims to explore efficient foreign language learning paradigm with a focus on reading fluency and accuracy. From a perspective of language acquisition in the foreign language context, the priority in the L2 learning between accuracy and fluency has been a very important issue. Fluency becomes an important issue due to many researchers' interests in the L1 and L2 classroom. Although both accuracy and fluency are crucial, the paradigm shift from fluency to accuracy is necessary in the foreign language teaching. In this context, as an alternative methodology for L2 learners' fluency, the extensive reading approach is provided. A number of studies have suggested that extensive reading program could lead to improvement of L2 learners' reading rate and is an effective approach to improving general language proficiency.

• Korean Journal of Child Studies
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• v.29 no.5
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• pp.301-319
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• 2008

This study investigated the effectiveness of reading intervention on at-risk readers from first through third grade. The 34 children below the 20th percentile on an oral reading fluency test participated in the reading intervention program for 15 weeks. They received small group instruction in one 40-minute session per week. Data were analyzed with one-way ANOVA, paired t-test and effect size for individual cases. Upon completion of the intervention, at-risk first graders showed significantly higher performance in print concept, word recognition, oral reading fluency and reading comprehension. The at-risk second and third graders improved only in oral reading fluency. Most of children who received the intervention demonstrated a large effect in oral reading fluency.