• 산경연구논집
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• 제10권4호
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• pp.57-66
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• 2019

Purpose - Present study aimed at investigating the factors that may affect consumers' decision confidence and decision comfort inducing choice commitment taken place at the stage of post-decision/pre-outcome. This study explored whether there are positive effects of dominance and instrumentality of chosen product on the decision confidence, and also identified whether there are positive effects of choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort. Research design, data, and methodology - Portable digital camera as experimental product was used. 260 data were collected from college students. Four were removed from the analyses because they did not complete the questionnaire. Eighteen were removed because they indicated not experiencing the camera in the past. 238 data were used at the analyses to verify hypotheses by structural equation model in AMOS 21.0. Results - First, both of the consumers' decision confidence and decision comfort positively affected choice commitment. Second, the dominance as well as the instrumentality had positive impact upon the decision confidence. Third, the choice easiness and goal achievement-related affect felt at the chosen product had positive impact on the decision comfort. In sum, present study identified the mediation roles of the decision confidence in the effects of both dominance and instrumentality of the chosen product on forming choice commitment, and also found the mediation roles of the decision comfort in the effects of choice easiness and goal achievement-related affect felt at the product on forming choice commitment. Conclusions - Focusing on the stage of post-decision/pre-outcome in decision making process, present study contributes to advancing the choice commitment theories by exploring the positive effects of both dominance and instrumentality of chosen product on the decision confidence, and by finding the positive effects of both choice easiness and goal achievement-related affect felt at the chosen product on the decision comfort. Marketers should promote their products' dominance and instrumentality by showing the superior roles of their product attributes in achieving consumption goal, and should help consumers feel comfort by making choice process easier and giving information that could help feel the goal achievement-related affect at their product chosen.

• 산경연구논집
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• 제11권1호
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• pp.7-17
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• 2020

Purpose: This study aimed at exploring the product choice tendency differences between the consciousness and unconsciousness of goal orientation when product attributes is perceived to be compatible with the goal orientation. Research design, data and methodology: Empirical study used a 2 (goal conscious vs. unconscious) × 3 (hedonic vs. performance vs. reliability attribute) between-subjects design and one control group. To verify hypotheses, χ²-test was conducted to 320 questionnaire data answered by undergraduate students of Jiangxi Normal University in China. Results: First, consumers under unconscious condition showed a higher product choice consistency based on compatibility between hedonic (performance) attribute of the product and their hedonic (performance) promotion goal-orientation than those under the conscious condition. Second, product choice effects of compatibility between reliability attribute of the product and prevention goal orientation were not significantly different between consumers' consciousness and unconsciousness of their prevention goal orientation. Conclusions: Marketers of 'under dog' should try to develop and deliver the product attributes different from the attributes of 'top dog.' And the 'top dog' marketers should help their customers to avoid the conflicts by developing the environment of inducing their goal orientation unconsciously. Brand marketers should always pay attention to the reliability attributes concerned with the prevention goal orientation.

• 산경연구논집
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• 제10권10호
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• 한국산업융합학회 논문집
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• 제27권5호
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• pp.1237-1242
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• 2024

There are a variety of evaluation methods used to evaluate and provide feedback to students, recognize shortcomings, and establish future plans. The purpose of the academic achievement evaluation is to check whether the student understands the content taught, identify areas that the student is unfamiliar with or misunderstand, and then provide supplementary study to prevent learning deficits. Multiple choice has been the evaluation system in Korea since the early 1970s, influenced by Tyler's goal-centered evaluation model that evaluates achievement of educational goals and Bloom's educational goal classification system. The most important item in education is the evaluation of whether you have properly understood the lesson and how deeply you know it. Therefore, in this study, in order to minimize cases where test takers stochastically answer the correct answer in a multiple-choice evaluation, the change in the standard deviation of grades was analyzed by applying a grading method that assigns negative points to incorrect answers. As a result of the study, it was found that the average score of the incorrect response evaluation was 1 to 4 points lower, and the standard deviation was wide. This showed that the test taker's discrimination ability was high in the wrong answer appraisal type.

• 한국유통학회지:유통연구
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• 제4권2호
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• pp.75-91
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• 1999

This study is intended to help internet marketers by trying to segment consumer who had experience in buying clothing in internet shopping-malls. Concrete purpose of this study was 1)to segment by Buying Motives of Internet Clothing Buyer, 2) to identify demographic traits of segmented groups and 3) to identify buying behavior traits, internet shopping-mall choice criteria of segmented groups. The data of 500 respondents were collected by questionnaires in internet survey site. The results were as follows : 1) 5 factors; convenience, informational, hedonic, economic, easiness of refund were revealed by factor analysis, 2) 3 group types by buying motives; information-oriented, hedonic, convenience-oriented were identified by cluster analysis, 3) 3 groups were different in demographic traits, 4) goal-directed/experience-directed behavior and shopping-mall choice criteria of three groups were different. And then marketing implications were discussed.

• 한국과학교육학회지
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• 제26권1호
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• pp.1-8
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• 2006

본 연구에서는 고등학교 학생들의 성취 목적(과제지향/수행 지향/수행 회피), 유능감 등의 동기 변인과 학습 전략(심층적/피상적), 자기 조절 능력 등의 인지 변인 및 화학 선다형 수리 문제 해결력 사이의 인과관계를 경로 분석을 통해 조사하였다. 연구 결과, 유능감과 과제 지향 목적은 자기 조절 능력을 통하여 화학 수리 문제 해결력에 긍정적 영향을 미쳤으며, 특히 유능감은 인지 변인을 경유하지 않고도 직접적으로 화학 수리 문제 해결력에 긍정적 영향을 주는 것으로 조사되었다. 인지 변인 중 심층적 학습 전략은 유능감과 과제 지향 목적의 영향을 받았고 피상적 학습 전략은 수행 회피 목적의 영향을 받았으나, 이러한 학습 전략과 화학 수리 문제 해결력 사이에는 인과관계가 존재하지 않았다.

• 지식경영연구
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• 제10권3호
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• pp.99-113
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• 2009

The goal of this article is to ascertain the factors that govern consumers' choosing to outbound travel product. The authors assess the consumers' travel product choosing processes with information search(internal knowledge, external information knowledge). alternative evaluation(perceived image, emotional experience, price acceptability, appeal, trust), and alternative choice(purchasing intention). Using data on Thailand travel product, the authors find considerable results and conclude by discussing prescriptive recommendations for the travel industry.

• 한국컴퓨터정보학회논문지
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• 제20권10호
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• pp.133-140
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• 2015

In this paper, I propose some policy and theoretical implications by analyzing moderating effects of volunteering activity in the causal relationships between social welfare major choice and their job choice. For the purpose of the goal of this study, I surveyed 242 university students in 2~4 grades majoring social welfare in Gwangju and South and North Jeolla Province. Analysis results showed that the personal motive on choosing a major affects the occupational aptitude & interests and economic feasibility of career when they choose their jobs. However, the social motive didn't affect the occupational aptitude & interests and economic feasibility of career. It means that they didn't choose their majors considering their aptitude & interests, but chose them by following the advice of the surrounding people. Also, moderating effects of volunteering activity was not significant, which means that volunteering period and schedules are too short and tend to be operated as a mere formality. This study suggests the policy implications so that they have the correct major selection and career options based on the analysis results.

• 한국IT서비스학회지
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• 제7권4호
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• pp.231-246
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• 2008

This paper suggests an e-learning system model, a goal-driven personalized e-learning system, which increase the effectiveness of learning. An e-learning system following this model makes the learner choose the learning goal. The learner's choice would lead learning. Therefore, the system enables a personalized adaptive learning, which will raise the effectiveness of learning. Moreover, this paper proposes a SCORM standard, which modifies SCORM 2004 that has been insufficient to implement the "goal driven personalized e-learning system." We add a data model representing the goal that motivates learning, and propose a standard for statistics on learning objects usage. We propose each standard for contents model and sequencing information model which are parts of "goal driven personalized e-learning system." We also propose that manifest file should be added for the standard for contents model, and the file which represents the information of hierarchical structure and general learning paths should be added for the standard for sequencing information model. As a result, the system could sequence and search learning objects. We proposed an e-learning system and modified SCORM standards by considering the many factors of adaptive learning. We expect that the system enables us to optimally design personalized e-learning system.

• 한국조리학회지
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• 제9권3호
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• pp.55-72
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• 2003

This study systemized the theories of promotion menu and surveyed the clients using hotel restaurants. This study has a goal of establishing marketing plans of development of the promotion menu by observing the choice attributes of promotion menu. The followings are the results of this study. First, the distinctiveness from the previous food appeared to be very important when selecting the promotion menu. Second, one of the big problems in the hotels is that unreasonable price. Third, most of the people get information on the promotion menu from newspapers and magazines. Fourth, a thorough training of the employees is needed and a high-quality incentive policy needs to be done.