• 한국IT서비스학회지
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• 제14권2호
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• pp.177-193
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• 2015

A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.439-447
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• 2020

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

• 간호행정학회지
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• 제19권4호
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• pp.491-500
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• 2013

Purpose: This study was done to examine interpersonal relations, hope, professional self-concept and turnover intention according to adult attachment styles in early stage nurses. Methods: A survey using a structured questionnaire was conducted with 245 nurses who work in one of six general hospitals. Additionally, a qualitative method was used to obtain data on experiences in interpersonal relations. Data were analyzed using SPSS/WINdows 14.0 and qualitative data from open question in the survey questionnaire were analyzed using content analysis. Results: There was a significant difference in interpersonal relations, hope, and professional self-concept according to adult attachment styles. In the interpersonal relation of early stage nurses, 8 themes were identified, of which the most frequent were: a comfortable relationship with my co-workers (43%) and stress from the relationship (34%). Conclusion: Findings from this study should be useful in the development of programs to promote adult attachment and professional self-concept for early stage nurses.

• 융합경영연구
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• 제7권4호
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• pp.10-19
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• 2019

Purpose - The purpose of this survey-based study was to identify the impact of corporate social responsibility (CSR) activities on corporate brand assets and consumer purchasing intentions, and to verify causal relationships between the variables. Research Question - The XCIP is the company's longest running program of its kind, taking a global approach to CSR. Xerox uses this initiative to fund employees in their local communities to make a difference in projects of their own choosing. Research Method-The survey period was conducted for about three months from May 3, 2018 to August 7, 2018, and a random sampling method was used. The total number of samples was 420, with 19 samples excluded from final analysis due to untruthful or erroneous responses. Result - In this study, the general characteristics of the survey participants were investigated as follows in analyzing the impact of CSR activities on brand assets and consumer purchasing intentions. First, male (51.6 percent) college graduates (42.4 percent) outnumbered female participants (40.2 percent), and participants in their 40s (30.7 percent) and 50s (23.8 percent) ranked highest, followed by general office workers (27.6 percent), business people, people in service positions, and people in sales positions.

• Asia Marketing Journal
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• 제15권3호
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• 대한예방한의학회지
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• 제3권2호
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• pp.129-150
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• 1999

This study was carried out to analyse a perception on acne for the Junior college students to provide basic data for the suitable treatment of acne to the students and the specialists. For this study, self-administering questionnaires were distributed to 480 students from 13 departments at a suburban women's junior college from May 1 to May 3, 1996. Of the students, 399 were responded and included in the analysis. The questionnaire includes the general question of objects, the question of knowledge and attitude of acne, and its treatment. The results were as follows: 1. Age distribution for the group less than 20 years was 63.7% and over 20 years was 36.3%, the group with acne was 66.2% and the group without acne was 33.8%. Proportions of acquiring the knowledge on acne was 49.6% from newspaper or magazine, 47.15 from friends, and 26.85 from TV or radio. 2. With regard to the knowledge on the presence of acne, a proportion of correctly answered for the question on the cause of acne was $3.41{\pm}1.02$ for the group with acne compared with $3.16{\pm}0.89$ for those without acne. This difference was statistically significant (p<0.05). 3. With regard to the knowledge levels on the treatment of acne, a proportion answered' skin-care center' for the question on where to select for the profer treatment was $13.21{\pm}1.88$ compared with $12.09{\pm}1.88$ for the other group. This difference was statistically significant (p〈0.05). A proportion of answered 'squeezing out acne by themselves' for the question of how to treat was $12.26{\pm}1.91$ compared with $10.83{\pm}1.25$ for the other group. 4. In the treatment according to the attitude of the group with acne, the positive group replied 'YES' in the intention of treatment by themselves was 55.9%. In conclusion, the differences in the knowledge and attitude on the presence of acne are not significant and it was found that the knowledge and attitude for the group with acne did not significantly influenced the treatment behavior. Accordingly, it is important to understand the cause of acne, provoking factors, remedy etc. For this, it is necessary to a provide an accurate information to professionals to enhance the knowledge of acne and to treat it properly.

• 대한예방한의학회지
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• 제6권1호
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• pp.95-95
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• 2002

This study was conducted to examine housewives' knowledge level of herb medicine and its related factors in Korea. Data were collected from 667 housewives from April 1, 1999 to June 30, 1999. The results of this study are summarized as follows. 1. According to general characteristics of the subjects, 29.1$\%$ of the subjects was over fifties. 28.6$\%$ was primary school graduate. while 25.5$\%$ was high school graduate. In case of job, the unemployed was 67.0$\%$ and professional／clerical worker was 19.6$\%$. 82.0$\%$ had spouses and 45.7$\%$ believed in Buddha. 50.8$\%$ of the subjects lived in big cities and 76.7$\%$ was the middle class. In case of their health condition, 33.4$\%$ was in good health, while 5 1.1$\%$ suffered from certain diseases and 43.9$\%$ was not satisfied with health conditions. 2. The proportion of experience in taking herb medicine was 86.4$\%$. The marital status and health condition were significantly related to the experience in taking herb medicine. When the respondents took diseases, 68.0$\%$ of them were experienced in folk remedy. The variables of age and religion were significantly related to experience in folk remedy. 3. According to the respondents opinions of the effect of the folk remedy, 'effective' was 78.5$\%$ and 'common' was 17.6$\%$, while 'not effective' was 3.9$\%$. 59.3$\%$ of the respondents thought that the folk remedy had scientific basis. 4. In case of information sources on herb medicine, 59.7$\%$ of the respondents obtained the information from TV or Radio. 13.7$\%$ of them got it from magazines related to Oriental medicine and 13.3$\%$ of them obtained it from newspapers or related books. The information sources were significantly related to age and health condition. The knowledge level of herb medicine was 20.76${\pm}$2.66 point on the basis of 30 points. The knowledge level was significantly related to age, occupation, health condition, information sources, experience in taking herb medicine, and opinions of scientific basis of the folk remedy. 5. The respondents marked 2.23${\pm}$0.64 points on the basis of 3.0 points in the question of the effect of taking herb medicine in summer, 2.30${\pm}$0.61 points in the question of the relationship between taking deer antlers and becoming clear-headed, 2.72${\pm}$0.56 points in the question of ginseng, 2.51${\pm}$0.56 points in the question of the relationship between taking herb medicine and being harmful to the liver, 1.94${\pm}$0.74 points in the question of taking herb medicine during the period of pregnancy, 1.84${\pm}$0.78 points in the question of the relationship between menstrual irregularity and motherwort, 2.00${\pm}$0.83 points in the question of the relationship between taking herb medicine and getting fat, 1.76${\pm}$0.89 points in the question of the relationship between Ssanghwatang and cold, 2.15${\pm}$0.76 points in the question of taking honey, and 1.45${\pm}$0.77 points in the question of selecting foods during the period of taking herb medicine. 6. The factors influencing decision of taking herb medicine were experience of taking herb medicine, intention of receiving treatment by folk remedy, occupation, health condition, and age. As seen in the above results, the knowledge level of taking herb medicine during the period of pregnancy, the relationship between menstrual irregularity and motherwort, Ssanghwatang, honey, and selecting foods during the period of taking herb medicine was very low. Therefore, it is necessary to develop education programs in order to provide community residents with basic knowledge of herb medicine. In doing so, the government, Oriental medical doctors, and associations related to herb medicine must make great efforts.

• 대한예방한의학회지
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• 제6권1호
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• pp.96-116
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• 2002

This study was conducted to examine housewives' knowledge level of herb medicine and its related factors in Korea. Data were collected from 667 housewives from April 1, 1999 to June 30, 1999. The results of this study are summarized as follows. 1. According to general characteristics of the subjects, 29.1% of the subjects was over fifties. 28.6% was primary school graduate. while 25.5% was high school graduate. In case of job, the unemployed was 67.0% and professional／clerical worker was 19.6%. 82.0% had spouses and 45.7% believed in Buddha. 50.8% of the subjects lived in big cities and 76.7% was the middle class. In case of their health condition, 33.4% was in good health, while 51.1% suffered from certain diseases and 43.9% was not satisfied with health conditions. 2. The proportion of experience in taking herb medicine was 86.4%. The marital status and health condition were significantly related to the experience in taking herb medicine. When the respondents took diseases, 68.0% of them were experienced in folk remedy. The variables of age and religion were significantly related to experience in folk remedy. 3. According to the respondents opinions of the effect of the folk remedy, 'effective' was 78.5% and 'common' was 17.6%, while 'not effective' was 3.9%. 59.3% of the respondents thought that the folk remedy had scientific basis. 4. In case of information sources on herb medicine, 59.7% of the respondents obtained the information from TV or Radio. 13.7% of them got it from magazines related to Oriental medicine and 13.3% of them obtained it from newspapers or related books. The information sources were significantly related to age and health condition. The knowledge level of herb medicine was $20.76{\pm}2.66$ point on the basis of 30 points. The knowledge level was significantly related to age, occupation, health condition, information sources, experience in taking herb medicine, and opinions of scientific basis of the folk remedy. 5. The respondents marked $2.23{\pm}0.64$ points on the basis of 3.0 points in the question of the effect of taking herb medicine in summer, $2.30{\pm}0.61$ points in the question of the relationship between taking deer antlers and becoming clear-headed, $2.72{\pm}0.56$ points in the question of ginseng, $2.51{\pm}0.56$ points in the question of the relationship between taking herb medicine and being harmful to the liver, $1.94{\pm}0.74$ points in the question of taking herb medicine during the period of pregnancy, $1.84{\pm}0.78$ points in the question of the relationship between menstrual irregularity and motherwort, $2.00{\pm}0.83$ points in the question of the relationship between taking herb medicine and getting fat, $1.76{\pm}0.89$ points in the question of the relationship between Ssanghwatang and cold, $2.15{\pm}0.76$ points in the question of taking honey, and $1.45{\pm}0.77$ points in the question of selecting foods during the period of taking herb medicine. 6. The factors influencing decision of taking herb medicine were experience of taking herb medicine, intention of receiving treatment by folk remedy, occupation, health condition, and age. As seen in the above results, the knowledge level of taking herb medicine during the period of pregnancy, the relationship between menstrual irregularity and motherwort, Ssanghwatang, honey, and selecting foods during the period of taking herb medicine was very low. Therefore, it is necessary to develop education programs in order to provide community residents with basic knowledge of herb medicine. In doing so, the government, Oriental medical doctors, and associations related to herb medicine must make great efforts.

• 한국식생활문화학회지
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• 제18권3호
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• pp.270-278
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• 2003

The purposes of this study were to investigate the customers' perception on nutrition information provided on a family restaurant menu, to examine customers' intention to use the nutrition information when eating out if nutrition information would be provided, and to identify what kinds of nutrient information the customers want. A total of 265 respondents were answered. Female was sixty-six percents, and eighty-four percent of the respondents was less than thirty-five years old. The patrons' perception about nutrition information on the menu showed the level of 2.5 points out of 5 points, which pointed out that family restaurant patrons were not satisfied with receiving nutritional information related to the menu. The customers perceived that restaurants had responsibilities for providing nutritional information about menu items. Sixty-six percent of respondents showed a positive intention to the question item about how much the customer would use nutritional information provided on the menu. The customers, who were female (p<0.05), who had a good health status, who showed higher interest on weight control (p<0.01), and who were health-oriented (p<0.01), showed the higher intention to use nutritional information. Nutrient information in which the customers were interested strongly was a fat content, followed by cholesterol content and calorie information. According to the trends of eating out, preferring family restaurants, and increasing interests in a healthful menu, nutrition information demand in restaurant operations would be increased rapidly in the near future. Providing nutrition information at the point of menu choice might result in the improvement of customers' nutritional and health status by encouraging proper dietary habits of patrons as well as providing nutritional education. Therefore, it is recommended that government and restaurant firms should recognize the importance of nutrition information and make strategic plans for the future.

• 한국산학기술학회논문지
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• 제13권12호
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• pp.5986-5992
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• 2012

본 연구는 치과위생사의 이직실태를 파악하고 이직에 영향을 주는 요인들을 분석하고자 수행하였다. 대한치과위생사협회 및 각 지회의 보수교육에 참여한 치과위생사를 대상으로 설문지와 설문조사의 안내문을 직접 배포하여 자기기입식으로 작성하게 하고 회수하였다. 불성실한 설문지를 제외하고 1,955명의 설문결과를 분석대상으로 하였다. 연구대상자의 일반적 특성에 따라 이직 경험현황, 이직 횟수, 이직 이유와 취업된 기관을 미 선택한 이유의 현황은 교차분석 하고, 카이검정으로 유의성을 확인하였다. 유의수준은 5% 이내에서 검증하였다. 이직 경험이 있는 치과위생사는 45.8%로 절반 수준이었고, 년 소득이 많을수록, 학력수준이 높을수록 근무경력이 많을수록 이직경험이 높게 나타났다. 이직횟수는 연령이 많을수록, 학력이 높을수록, 총 근무경력이 많을수록 그리고 기혼자일 경우 많았다. 이직요인은 야간업무나 업무영역 등 근무환경이 23.7%, 개인사유가 19.1%, 연봉 등 근무조건이 14.6% 순으로 높게 나타났다. 치과위생사의 직업수명을 연장하기 위한 다양한 대책마련이 필요하다고 판단된다.