• Asia Marketing Journal
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• 제24권2호
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• International Journal of Contents
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• 제18권1호
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• pp.65-75
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• 2022

This study aims to reveal the various differences within the factors that influence use satisfaction, continuous use intention, and media substitution intention, specifically in regard to the use motives and use behaviors of Netflix viewers. This study's results demonstrate that the following various factors affected use satisfaction, continuous use intention, and media substitution intention in differential ways. Firstly, the diversity of content influenced use satisfaction to a greater degree than social relations; and the diversity of content, social relations, and active participation all positively influenced continuous use intention. In other words, the more positively users appreciated the diversity of content, and the more strongly they had social relations, and the more actively they participated within communities, the greater degree to which they increased their continuous use intention for Netflix. However, the diversity of content and the convenience of use also had a negative effect on the media substitution intention for Netflix, which means that the more diverse the content and the more convenient the use of Netflix, the fewer the number of users who intended to cancel Netflix and subscribe to another OTT service or resubscribe to traditional media sources.

• 산업융합연구
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• 제3권1호
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• pp.33-54
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• 2005

This article examines customer repurchase intention change. Specially we focus whether pre-purchase expectation and post-purchase satisfactions to retailers contribute to repurchase intention change. The previous works of customer satisfaction and repurchase intention were empirically tested the product based on the disconfirmation theory. But this study present the relations between the satisfaction and repurchase intention to stores. First, this study deliberately classified the types of stores. And I set the repurchase intention process apart into three part for empirical wok. In one part, the effect of trust has on expectation was tested. At the second procedure I test the expectation impact to satisfaction. Part three was about the relations between satisfaction and repurchase. In empirical test, convenience 200 sample was used. For these sample I use questionnaires that include the intensity of repurchase intention to postpurchase dissonance. Statistically regression uses as a solid tool to prove the relations between consumer satisfaction and repurchase. MANOVA results support the level of effect that different each store. They were supported through regression analysis. Also, by MANOVA the difference of them was turned out to be significant.

• 대한가정학회지
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• 제48권3호
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• pp.15-30
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• 2010

The objective of this study is to identify the relationship quality and relationship benefit, which has greater explanatory power in predicting fashion consumers' future loyalty. This study is particularly interested in the different explanatory power of each relationship quality with various relationship partners of fashion consumers. The participants were 507 female consumers over 20 years old and they responed questionnaire. The result showed that relationship quality types and relationship benefits having greater explanatory power in predicting consumers' loyal relationship intention varied with multi-loyal relations. Consumers' intention to be loyal to an apparel brand and apparel company was more explained by self attachment than by any other relationship quality types, whereas the intention to be loyal to specific department store was predicted by low involved relationship quality types such as habitual alternative and compensational bind. Trusted intimacy was the only relationship quality type that was significant in predicting consumers' intention to be loyal to salesperson in the future. Among relationship benefits, the influence of convenience benefit was significant in predicting consumers' future loyalty in most relations.

• International Journal of Advanced Culture Technology
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• 제10권3호
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• pp.237-243
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• 2022

This study intends to examine gender differences in predictors of Human Papilloma Virus (HPV) vaccination intention based on the Theory of Planned Behavior (TPB). Specifically, this study investigated whether the variables constituting TPB might show differential effects on college men and women's HPV vaccination intention. The current study also examined which specific subjective norms are more influential in explaining HPV vaccination intention of men and women. The results of an online survey revealed that females showed significantly higher intention to get the HPV vaccine and perceived behavioral control than male students. Female students' vaccination intention was best predicted by perceived behavioral control whereas friend norm was the most influential predictor of male students' intention to get the HPV vaccine. The results of this study provide implications for persuasive strategies required to appeal to college men and women to increase HPV vaccination rate.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.

• 한국콘텐츠학회논문지
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• 제12권5호
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• pp.256-271
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• 2012

본 연구는 노년기 부부관계가 결혼만족도 및 이혼의도에 미치는 영향을 알아보았다. 연구대상은 서울특별시에 거주하는 60세 이상의 남 여 유배우들이고 설문지는 총 550부를 배포하여 459부를 최종적으로 분석하였다. 자료분석은 SPSS 19.0을 이용하여 빈도분석, 요인분석, 신뢰도 분석, t 검정, 일원배치분산분석(one way ANOVA) 및 위계적 다중회귀분석 등을 실시하였다. 연구결과는 다음과 같다. 첫째, 결혼만족도에는 부부관계 요인의 애정생활, 여가공유, 친밀감 및 의사소통이 정(+)의 영향을 미쳤고, 경제적 갈등은 부(-)의 영향을 미쳤다. 둘째, 이혼의도에 있어서 부부관계의 경제적 갈등이 정(+)의 영향을 미쳤고, 반면에 애정생활 및 친밀감은 부(-)의 영향을 미쳤다. 끝으로 인구사회학적 특성(성별, 종교, 학력, 건강상태 및 월평균수입)에 따른 차이가 나타났으며, 이상의 결과에 근거하여 몇 가지 제언과 연구의 한계를 제시하였다.

• 한국조리학회지
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• 제13권2호
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• pp.110-122
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• 2007

The purpose of this study was to evaluate the effects of perceived value on the satisfaction and revisit intention of green tea farm visitors. The sample was obtained during the three month period from May 19th, 2006 to May 21st, 2006, and out of 800 copies of questionnaire, 597 copies responded with sincerity were analyzed. First, the perceived value of visitors in green tea farms seemed to have effective relations with satisfaction. Second, the perceived value of visitors in green tea farms seemed to have effective relations with revisit intention. Empirical evidence is obtained for both regional economy and industry and the development of tourism products. Specially, findings from this study suggest that perceived value are strong predictors of revisit intention to green tea farms in Hadong-gun. Several implications for the research result and actual application practices are discussed.

• 한국가족관계학회지
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• 제23권3호
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• pp.77-104
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• 2018

Objectives: This study aimed to examine the general tendencies of women's divorce intention and to analyze the related variables that affect women's divorce intention. It would help explore the conditions for prevention or intervention of divorce. Methods: For this purpose, the structured survey was conducted by 521 married women aged between 20 and 70 living in Jeollanam-do and Gwangju. The data was analysed by SPSS 21.0 program. Results: First, the average score of divorce intention was 2.04, which was lower than the middle. The average score of self-differentiation, marital communication efficiency, reasonable coping, and social support were a bit higher than the median score. Second, the differences in the divorce intention according to the academic background and household income were statistically significant. Third, marital communication efficiency had the biggest effect on divorce intention and it was followed by avoidance-oriented behavior, reasonable coping, support from the local community, self-differentiation, and household income. Conclusion: It is very important to understand the various factors related to divorce intention especially in individual, marital, social aspects. In addition, it is actually required to develop the couple programs about coping strategies, effective couple communication and problem-solving methods. It also have to imply the requirements considering psychological, social aspects such as self-differentiation and social support.

• 한국콘텐츠학회논문지
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• 제9권3호
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• pp.204-214
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• 2009

본 연구의 주된 목적은 노사관계관리의 관점에서 노사관계의 질이 직무태도와 직무성과에 미치는 영향을 규명하기 위한 것이다. 구체적으로는 노사관계의 질이 종업원의 조직몰입과 이직의도 그리고 직무성과에 미치는 영향, 노조원 여부의 조절효과를 확인하기 위한 것이다. 연구결과 노사관계의 질은 조직몰입에정(+)의 영향을, 이직의도에는 부(-)의 영향을 그리고 직무성과에는 정(+)의 영향을 미치는 것으로 확인되었으나, 노조원 여부의 조절효과는 발견되지 않았다. 그리고 이러한 연구결과를 토대로 효과적인 노사관계관리에 필요한 전략적 시사점을 제시하였다.