• Human Ecology Research
• /
• 제53권4호
• /
• pp.341-350
• /
• 2015

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

• 재활복지
• /
• 제18권4호
• /
• pp.95-117
• /
• 2014

This study aims to examine the effects of personal assistance services(physical activity support, homemaking activity support, social activity support) on caregiver burden and determine whether family resilience(family belief system, family cohesion, interaction) has a moderating effect between personal assistance services and caregiver burden, thereby presenting a reference data which can be used to seek a practical measure for handicapped welfare. This study was conducted on 200 primary caregivers with disabled family members of rank 1 or 2 in east, west, south, and north Gyeonggi-do using personal assistance services. Data was collected in 2013 from April 1 to May 15, and was analyzed using the SPSS 19.0 statistics program in which a moderated multiple regression analysis based on exploratory factor analysis, confirmatory factor analysis, and hierarchical regression analysis was performed. The primary conclusions of this study were as follows; First, the use of physical activity support was showed to have a positive effect in reducing family burden related to disabled care. Second, personal assistance services exhibit significant moderator effects related to family burden in family belief systems and family cohesion.

• Korean Journal of Culture and Social Issue
• /
• 제15권4호
• /
• pp.565-589
• /
• 2009

The present study explored the major components of adaptive game behavior among adolescents in Korea. Based on relevant research and a pilot testing, an Adaptive Game Use Scale (AGUS) was developed and validated. A stratified sampling procedure was used to draw a representative sample, and a total of 600 male and female students from middle schools and high schools in various regions participated in the study. Factor analyses revealed 7 facets of adaptive game behavior, including experiencing vitality, expanding life experience, making good use of leisure time, experiencing flow, exercising control, experiencing self-esteem, maintaining and expanding social network. Internal consistency and temporal stability(4 weeks) of the scale were both high. A confirmatory factor analysis indicated that a 7-factor hierarchical model fits well with the data. Moreover, additional analyses suggested that AGUS and game addiction are conceptually distinct. Correlational analyses also indicated that AGUS has good discriminant validity and concurrent validity. Implications of the findings and future directions were discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• 제37권2호
• /
• pp.159-173
• /
• 2013

This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses, 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The hypotheses were tested by utilizing Structural Equation Analysis and hierarchical multiple regression analysis. The benefit perception of ethical consumption was composed of three benefit types, which were altruistic benefit, social image benefit, and self-oriented benefit. Benefit perception, except social image benefit, had significant effects on consumer attitudes towards ethical fashion consumption; similarly, benefit perception had significant effects on behavioral intention (except self-oriented benefit) which had an effect on behavioral intention only when it was mediated by attitudes. Further analysis was conducted to understand the reason for the weak relationship between attitudes and behavioral intention. Financial and performance risk perceptions were tested for the moderating roles of attitudes and behavioral intention; subsequently, only financial risk interacted with attitudes and showed that the positive effects of attitudes on behavioral intention were weakened by a high financial risk perception. Performance risk had a main effect on behavioral intention independent of attitudes. Managerial implication and future study directions are also discussed.

• The Journal of the Korea Contents Association
• /
• 제16권6호
• /
• pp.63-72
• /
• 2016

The purpose of this study was to analyze the effect of childcare teachers' empowerment on affective commitment. For that, a survey was conducted of childcare teachers working at private-sector childcare facilities located at S City of Jeollanam-do. Data collected from 247 questionnaires were used for analysis, excluding those containing insincere answers. The collected data were investigated using SPSS 18.0, a statistical program, through reliability analysis, confirmatory factor analysis, t/F-test, Scheffe post-hoc test, and hierarchical regression analysis. Major results of analysis were as follows: A difference in affective commitment was observed, depending on age and remuneration, the demographic characteristics of childcare teachers. Hierarchical regression analysis was conducted by factoring in each sub-variable of empowerment with demographic characteristics of childcare teachers being controlled. Among the empowerment variables of childcare teachers, significance, capability, and self-determination were found to have an effect on affective commitment. Meanwhile, the extent of influence did not have any effect on affective commitment. Finally, the variable that had the greatest effect on affective commitment of childcare teachers was significance among empowerment variables.

• Journal of Internet Computing and Services
• /
• 제22권4호
• /
• pp.51-63
• /
• 2021

Recently, virtual communication has become a standard tool due to the outbreak of COVID-19. Likewise online communication is emerging as an essential competency. In this study, we aimed to develop a comprehensive and systematic digital literacy measurement tool reflecting the changes and needs of society. Construct variables were drawn by characterizing existing digital literacy measurement tools. Thirty-four items corresponding to the concept of each variable were developed. The developed measurement tool was then evaluated in the form of surveys from university students belonging to the digital native generation, and the reliability and validity were performed through exploratory and confirmatory factor analysis. The digital literacy measurement tool contained five sub-factors and twenty-five questions. In addition, hierarchical regression analysis was performed to verify the predictive validity of digital literacy sub-factors. Based on these findings, the implication of future research is discussed.

• Asia-Pacific Journal of Business
• /
• 제11권2호
• /
• pp.81-98
• /
• 2020

Purpose - This study aims to examine the relationship between Chinese employees' collectivism orientation and organizational commitment and interpersonal helping behavior and verify the differences of such relationships between new and the previous generation of employees. Design/methodology/approach - The 262 Chinese employees participated in self-reported survey through online platform. The confirmatory factor analysis and the hierarchical regression analysis were performed to test hypotheses. Findings - We found that Chinese employees' collectivism orientation positively influenced their organizational commitment and interpersonal helping behavior. Regarding the moderating role of generation, our result revealed that while the positive relationship between collectivism orientation and organizational commitment was significant for previous generation of employees, such relationship was not valid for new generation employees. However, there was no significant generational difference in the relationship between collectivism orientation and interpersonal helping behavior. Research implications or Originality - Considering that there have been relatively few empirical studies examining the interaction between employees' cultural characteristic and generations, this study contributes to demonstrate that the positive influence of Chinese employees' collectivism orientation on organizational commitment vary depending on Chinese generations. In addition, this study provides implications that organizational leaders in China should understand that the generational difference can influence how employees' collectivism orientation leads to their attitudes towards organizations and need to establish human resource management system by reflecting generational difference.

• Korean Journal of Culture and Social Issue
• /
• 제19권1호
• /
• pp.1-17
• /
• 2013

The present study aimed to investigate the discrimination between employee voice and silence behavior in measurement: it is silence behavior the absence of voice or not? It was examined using confirmatory factor analysis. Five measurement models based on the suggestion of Pinder & Harlos(2001) and Van Dyne, Ang, & Botero(2003) were compared. Additionally, the hierarchical multiple regression analysis was conducted for examining the incremental validity of silence behaviors over voice. A total of 204 employees who worked with their own supervisor were surveyed. Results indicated that silence behavior could be a separate construct from voice. Findings also showed that silence behaviors could be distinguished by the level of concreteness in definition, difference in content of motivation and have the incremental validity over voice in only acquiescent Silence. From these results, the theoretical implications of findings, limitations, suggestions for future research were discussed in discussion.

• Journal of Industrial Convergence
• /
• 제22권3호
• /
• pp.27-37
• /
• 2024

The purpose of this study was to analyze the impact of community characteristics of induced participants on values, attitudes, and behaviors (VAB) and intention to continue participation. Convenience sampling (n=192) was used to sample the research subjects, and confirmatory factor analysis, correlation analysis, and structural equation modeling were conducted using SPSS 26.0 and AMOS 26.0. The results of this study are as follows. 1) Among the community attributes of the participants, reputation, enjoyment, interaction, and social connection had a significant impact. 2) Value-Attitude-Behavior (VAB) was found to have a significant hierarchical impact. 3) Behavioral intention was found to have a significant effect on continuation intention. Through this, the Judo community needs to build a participant-centered organizational culture that can create positive value in order to increase participants' participation in Judo.

• Journal of the Korean Applied Science and Technology
• /
• 제38권2호
• /
• pp.587-594
• /
• 2021

The purpose of this study is to examine how college students' stress coping in the post-corona era affect leisure constraint negotiations. To achieve the purpose of this study, from January 25th to February 19th, 2021, 247 copies were used for this study, excluding 13 questionnaires from Jeonbuk, Jeonnam, and Busan. For data analysis, descriptive statistics, confirmatory factor analysis, ANOVA and hierarchical regression analysis were performed using SPSS 21.0 and AMOS 18.0. As a result, there was a difference in leisure constraint negotiations according to changes in the types of leisure before and after COVID-19. According to the stress coping method of college students, it appears that it has a positive effect on the part of leisure constraint negotiations, so it is necessary to consider a detailed approach to the coping plan. In particular, it was confirmed that the active stress coping method(Active problem solving, Social support seeking) had a positive effect on the leisure constraint negotiations. Therefore, future research will require efforts to verify their relationship with various approaches to leisure constraints, leisure constraints negotiations, and stress and stress response strategies with COVID-19.