• 대한가정학회지
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• 제46권4호
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• pp.37-45
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• 2008

The purpose of this study is to investigate how relationship benefit affect trust and commitment, and how trust and commitment affect relationship continuity intention between apparel purchaser and salesperson. For the research, it was surveyed to 230 females in their 20's, who lives in Seoul and Kyeonggi on Feb 10th to 15th in 2007. With SPSS 11.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis on relationship benefit, trust and commitment, the relationship benefit factor was divided into the social, psychological and economic benefits. The trust factor was divided into the professional and considerable trust, and the commitment factor was divided into the emotional and calculative commitment. Second, as investigating how relationship benefit affect trust and commitment during purchasing apparel, social and psychological benefits affected professional trust. The psychological benefit only affected to considerable trust. Also social and psychological benefit were statically affected to emotional commitment, economic benefit and psychological benefit were affected to calculative commitment. Third, relationship continuity intention was affected to professional and considerable trust, and emotional commitment.

• 한국콘텐츠학회논문지
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• 제8권10호
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• pp.180-188
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• 2008

본 연구의 주된 목적은 웹 사이트 서비스품질요인과 고객만족 및 행동의도간의 관계를 규명하고자 하는 것이다. 이를 위해 웹 사이트 서비스의 신뢰성, 편리성, 콘텐츠, 오락성, 커뮤니케이션, 디자인 등 웹 사이트 서비스 평가차원을 독립변수로 선정하였다. 고객이 웹 사이트에 대한 고객의 만족을 매개변수로 설정하고, 종속변수인 소비자의 관계유지의도 및 구전의도간의 인과관계를 나타내는 연구모형과 가설을 설정하였다. 실증분석 결과는 다음과 같다. 웹 사이트 서비스품질요인은 6가지 차원, 즉 신뢰성, 편리성, 콘텐츠, 오락성, 커뮤니케이션, 디자인으로 구성되어 있음이 확인되었다. 고객이 웹 사이트에 대해 만족할수록 앞으로 웹 사이트를 지속적으로 이용할 의향이 강하고 웹 사이트와 지속적인 관계를 유지할 가능성이 높은 것으로 분석되었다. 이러한 연구결과는 웹 사이트 운영기업들의 사이트를 운영에 필요한 발전적 측면의 전략적 시사점을 제공해 줄 수 있다.

• Journal of the Korean Data and Information Science Society
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• 제18권1호
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• pp.63-71
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• 2007

The purpose of this study is to identify relationship among job stressor, organizational stressor, and turnover intention of school meal chefs. The respondents included 155 school meal chefs in the survey. Data were analyzed by confirmatory factor analysis and cause-effect analysis among the constructs. After research model testing, the following results were obtained : job stressor was influenced directly and positively by the turnover intention of school meal chefs. But organizational stressor was not influenced directly and positively by the turnover intention of school meal chefs.

• 한국유기농업학회지
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• 제22권1호
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• pp.81-96
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• 2014

This study is aimed to examine the mediated effects of consumer recognition in relationship of local food tour experience and intention of action in the revitalization of local food. Questionnaire survey target was women in 30s and 40s. The local food tour experience is independent variable, intention of action is dependent variable, and consumer recognition is analyzed as mediated variable. As a result, consumer recognition which is mediating variable has two subordinated variables. One is direct affect and the other is indirect affect. Between local food tour experience and intention of action, there was partial mediating effect. Thus, through tour experience, consumer can have positive recognition of freshness, safety, health, taste, price, job creation and relationship. That affects to the intention of action. Based on the results of the study, it is necessary to learn success case for marketing revitalization, and develop and operate experiencing tour education program to manage customer continuously.

• 한국의상디자인학회지
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• 제14권3호
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• pp.79-92
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• 2012

The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention in internet shopping mall. The survey research was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, pearson's correlation analysis using Amos 19. The results of this study were as follows: First, each interactivity dimension had a Significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on 'trust' than on 'affective commitment'. Second, People-people interactivity showed stronger effect on each consumer-internet brand relationship dimension compared with contents-people interactivity. It suggested that internet shopping mall marketer should respond quickly to consumer's need and provide the strategic method to make consumers communicate each other. Third, only 'trust' dimension of consumer-internet brand relationship positively affected consumer's repurchase intention. while 'affective commitment' dimension did not affect consumer's repurchase intention.

• 대한가정학회지
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• 제43권11호
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• pp.153-164
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• 2005

The purpose of this study was to examine the effect of relationship commitment on the female customer's future behavioral intention in relation to the criteria of evaluating cyber stores in internet shopping malls. This study used questionnaire and judgment sampling to survey consumers who have bought product in internet shopping malls. The respondents were 329 women from their twenties to fifties. The data were analyzed by factor analysis, cluster analysis, ANOVA, regression and Duncan test. The results were as follows: 1. The evaluative criteria of cyber stores were product characteristics of the store, convenience and trust, and promotion and information provision. 2. There were significant differences in relationship commitment among groups according to differences of cyber store evaluation criteria. 3. The dimensions of relationship commitment were affective commitment, calculus commitment and normative commitment. 4. Relationship commitment was found to have a significant effect on the customer's future behavioral intention. Especially, affective commitment was shown to have a significant effect on the future behavioral intention.

• International Journal of Internet, Broadcasting and Communication
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• 제14권3호
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• pp.205-212
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• 2022

The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

• 융합경영연구
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• 제11권3호
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• pp.67-79
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• 2023

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

• 한국응급구조학회지
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• 제21권3호
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• pp.109-120
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• 2017

Purpose: The purpose of the study was to investigate the mediating effects of self-efficacy on the relationship between job stress and turnover intention of paramedics in hospitals. Methods: A self-reported questionnaire was completed by 209 paramedics in hospitals from September 4 to 24, 2015. Data were analyzed by descriptive statistics, t-test, ANOVA, Pearson's correlation coefficients, and multiple regression analysis using Baron & Kenny's 3 step procedure. Indirect effect was confirmed with Sobel test using SPSS/Win 22.0 program. Results: There were negative relationships between job stress, self-efficacy, and turnover intention (r=-.509, p<.001). There was a negative relationship between job stress and self efficacy (r=-.821, p<.001). The self-efficacy and turnover intention showed a positive relationship (r=.636, p<.001) with job stress and turnover intention. Concerning the mediated effect of self efficacy on job stress and turnover intention, the influence of job stress at step 2 on turnover intention was significant (B=1.207, p<.001), while job stress at step 3 had significant influence on turnover intention (B=.474, p<.001). The mediated effect of self-efficacy on job stress and turnover intention showed significant partially mediated effect of self-efficacy (z=7.100, p<.001). Conclusion: Improvement of self-efficacy and job stress was effective at decreasing turnover intention in paramedics in hospitals.

• 한국보육지원학회지
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• 제13권4호
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• pp.53-73
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• 2017

Objective: This study intended to examine whether working mothers' job satisfaction has a moderating effect on the relationship between their parenting stress and second childbearing intention. Methods: The subjects were 202 working mothers in Seoul and Gyeonggi province, all of who had a single child under 36 months old. Working mothers' parenting stress, job satisfaction and second childbearing intention were assessed with questionnaires completed by the mothers. The data were analyzed using descriptive statistics, t-test, one-way ANOVA, Duncan test, Pearson's correlation, and moderator regression analysis. Results: First, a significant difference was revealed in the mothers' second childbearing intention depending on the type of their child's main caregiver. The second childbearing intention of the mothers who relied on babysitters to care for their children was lower than that of the mothers whose mothers, mother-in-laws or child care teachers cared for their children. Secondly, working mothers' parenting stress and job satisfaction significantly affected their second childbearing intention. Thirdly, the mothers' job satisfaction moderated the relationship between their parenting stress and second childbearing intention. Conclusion/Implications: It is necessary to provide working mothers with social support for enhancing their job satisfaction and alleviating their job stress, in order to increase their second childbearing intention.