• Journal of Distribution Science
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• v.14 no.2
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.1
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• pp.681-690
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• 2021

The aim of this study is to suggest the direction of psychosocial intervention by investigation. To this end, this study examined the moderating effect of peer attachment and patients' positive attitude on the relationship between social withdrawal and life satisfaction of adolescents. Data was obtained from the Korean Children and Youth Panel Survey, and study subjects included 2,409 first grade middle school students. Data was analyzed using the SPSS 25 program, and frequency analysis, descriptive statistical analysis, correlation analysis and hierarchical regression analysis were conducted. The results of the study are as follows: First, psychological withdrawal in the social relationship had a significant negative effect on the life satisfaction of adolescents. Second, peer attachment did not have a moderating effect on the relationship between social withdrawal and life satisfaction of adolescents. Third, positive parenting attitude had a moderating effect on the relationship between social withdrawal and life satisfaction of adolescents. The high-positive parenting attitude group showed less decline in life satisfaction even if social withdrawal was high compared to the low-positive parenting attitude group. Based on these results, we provide effective direction of intervention to elevate the life satisfaction of adolescents experiencing social withdrawal.

• Journal of Distribution Science
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• v.14 no.11
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• The Journal of Industrial Distribution & Business
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• v.11 no.6
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• pp.41-53
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• 2020

Purpose: The purpose of this study is to review the previous studies on the characteristics of the image search service provided by using artificial intelligence, the social impact characteristics, and the moderating effect of perceived anthropomorphism, and conduct empirical analysis to identify the constituent factors affecting purchase intention. To clarify. Through this, I tried to present theoretical and practical implications. Research design, data, and methodology: Research design was that characteristics of image search service (ubiquity and information quality) and social impact characteristics (subjective norms, electronic word of mouth marketing) are affected by mediation of satisfaction and flow, therefore, control of perceived anthropomorphism have an effect on purchase intention to increase. For analysis, research conducted literature review, and developed questionnaires, so that EM firm which is a specialized research institute has collected data. This was conducted on 410 people between the 20s and 50s who have mobile shopping experiences. SPSS Statistics 23 and AMOS 23 had been used to perform necessary analysis such as exploratory factor analysis, reliability analysis, feasibility analysis, and structural equation modeling based on this data. Results: first, ubiquity, information quality and subjective norms were found to have a positive effect on purchase intention through satisfaction and flow parameters. Second, satisfaction and flow were found to have a mediating effect between ubiquity, information quality, and subjective norms and purchase intentions. However, there was no mediating effect between eWOM information and purchase intention. Third, perceived anthropomorphism was found to have a moderating effect between information quality and satisfaction, and it was found that there was no moderating effect on the relationship between information quality and flow. Conclusions: The information quality of image search services using artificial intelligence has a positive effect on satisfaction, and it has been found that there is a positive moderate effect of perceived anthropomorphism in this relationship, which may be an academic contribution to the distribution science utilizing artificial intelligence. Therefore, it is possible to propose a distribution strategy that improves purchase intention by utilizing image search service and anthropomorphism in practical business and providing a more enjoyable immersive experience to customers.

• Convergence Security Journal
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• v.16 no.1
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• pp.69-80
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• 2016

The purpose of this study is to examine the effects of job stress factors on Coping Strategy' turnover intention, and to analyze the moderating effects of five personality factors between each job stress factor and turnover intention. To achieve this purpose, this study surveyed users of the Seoul and Gyeonggi in based on cluster sampling method. A total of 262 samples were used for this study, except 18 erroneous samples dropped. For the data process of the questionnaire, each answer content was coded and an element analysis, credibility analysis, frequency analysis, co-relationship analysis and regression analysis were performed using the SPSS version 18.0 of Angel for Windows. Through the data analysis following the research methods above, the conclusion was acquired as follows: First, thejob stress of the security personnel affect coping behavior. Second, in the effects of Security Agents Job Stress on Coping Strategy, Five Personality Factors showed moderating effects.

• Journal of Korean Society for Quality Management
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• v.35 no.4
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• pp.78-88
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• 2007

This paper is to investigate the relationship between international marketing and service quality, and the moderating effect of gender in that relationship. The data to make an empirical analysis were gathered from 269 workers in telecommunication sector. Multiple regression analysis revealed that (1) education was positively related with tangibility, reliability, responsiveness, empathy, assurance, and (2) internal communication was positively related with tangibility, reliability, responsiveness, assurance, and (3) delegation of authority was positively related with assurance. Hierarchical multiple regression analysis revealed that (4) compensation was more positively related with reliability in woman, and (5) employment security was more positively related with assurance in man.

• Journal of Agricultural Extension & Community Development
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• v.27 no.3
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• pp.145-158
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• 2020

Self-esteem and social supports are important variable influencing adjustment to college life. The study aims to identify the factors influencing college students' adjustment moderating effects on social supports. Data were collected from 265 usable questionnaires among college students in Pyeongtek University. Results of a factor analysis yielded three dimensions of self-esteem which were talent/attitude and capacity/pride. And results of factor analysis also yielded three dimensions of social supports which were family, friends, and professor supports. Hierarchical regression analysis revealed that capacity/pride and all of social support factors affected significantly for adjustment to college life. And female and attitude for students' major had a positive affect on adjustment to college life. It was suggested that self-esteem, social supports, and aptitude for students' major should be considered in college management policy.

• Asia pacific journal of information systems
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• v.9 no.1
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• pp.17-38
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• 1999

While the value of information technology has long been a hot issue, few solid results have been found as of yet. It is partly due to methodological factors and model underspecifcation. This study empirically develops a ITS(information technology structure) taxonomy and investigates the relationships between ITS taxonomy and business performance in the Korean firms. Among factors that impact business performance, organization structure and control system are selected and they are hypothesized to moderate-the relationships between ITS taxonomy and business performance. By surveying 91 manufacturing firms and applying hierarchical cluster analysis, four ITS are identified : centralized, decentralized, centralized cooperative, decentralized cooperative. ANOVA, correlation analysis and crosstable analysis say the presence of moderating effect of organization structure and control system. Cooperative ITS is best in business performance. Centralized ITS is related to functional organizational form. Decentralized ITS is related to product organizational form with decentralized decision making, Centralized cooperative ITS is related to matrix organizational form. Decentralized cooperative ITS is related to matrix organizational form with high integration. These findings have implications for the opportunities and challenges to match information technology with organization structure and control system.

• Human Ecology Research
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• v.54 no.1
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• pp.97-106
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• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.285-297
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• 2020

Purpose: This study is a structural model study to grasp the moderating effect of online and offline social support in interpersonal and depressive relationships of nursing students. Methods: This study surveyed 264 nursing students. The collected data is analyzed using Exploratory Factor Analysis, Confirmatory Factor Analysis, and PLS-SEM(Partial Least Square Structural Equation Model) using SPSS 25.0 and Smart PLS 3.0. Results: Interpersonal relationship problems and online social support had a significant effect on increasing depression, and offline social support had a significant effect on reducing depression. In addition, in the relationship between interpersonal problems and depression, only offline social support was found to be significant in the moderating effect. Conclusion: To reduce depression due to interpersonal problems of nursing college students, offline social support should be actively provided, and to investigate the moderating effect of online social support, a repetitive study is proposed that includes relevant variables such as social relationship types through SNS.