• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.396-405
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• 2014

This study demonstrates how VM attributes and VM personality influence VM attitude based on regulatory focus and how VM attitude influences revisiting intention. We used 303 copies of the survey form for the analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study: First, direction and arrangement of VM attributes had a significantly positive (+) influence on VM attitude. Second, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantness had a negative (-) influence. Third, VM attitude had a significant influence on visiting intention. Fourth, in terms of promotion focus, direction, arrangement, and promotion of VM attributes had a significantly positive (+) influence on VM attitude. In regards to prevention focus, image of VM attributes had a significant influence on VM attitude. In promotion focus, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantness had a negative (-) influence. In prevention focus, refinement and fervor of VM personality had a statistically significant influence on VM attitude. Only promotion focus showed a significant influence of VM attitude on revisiting intention.

• Journal of Preventive Medicine and Public Health
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• v.31 no.3 s.62
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• pp.516-539
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• 1998

The objective of this study is to identify the difference in attitude toward medical care between patients who visited a university hospital or an oriental medical hospital of oriental medical college, and physicians who engaged in the same hospitals. The subjects of this study were 397 cases who agreed to respond the prepared questionnaire, including 288 patients(146 university hospital utilizers and 142 utilzers for an oriental medical hospital) and 109 physicians(76 physicians and 33 oriental medical doctors). The attitude toward medical care was measured by the structured questionnaire developed for this study, which had high validity and reliability according to factor analysis, item discriminant validity, and Cronbach's $\alpha$ coefficients. On the criteria of mean value of care and cure score, the attitude toward medical care was classified into 4 groups encompassing a group with dependent attitude on medical care, a group with skeptical attitude toward it, a group with cure-oriented attitude, and a group with care-preferred attitude. The results of chi-square test, discriminant analysis, and logistic regression analysis were as follows; patients who visited a univisity hospital, patients who visited an oriental hospital, physicians, and oriental medical doctors included in the group with dependent attitude, the group with cure-oriented attitude, the group with skeptical attitude, and the group with care-preferred attitude, retrospectively. Among the subdomains of care and cure domains, which classified in reference to the result of factor analysis on pilot study, those that patients ranked more importantly than physicians were 'the importance of medical equipment for diagnosis and treatment', 'authority of physician, 'aggressiveness of treatment', 'information giving', 'personal interest' in the case of western medicine. In the case of oriental medicine, those were 'the importance of equipment for diagnosis and treatment', 'aggressiveness of treatment', 'amenities and accessibility', 'coordination of medical staff'. Both physicans and patients put the subdomain, 'physicians' medical knowledge and skillfulness' on the highest rank. The differences in ranking the important attributes of medical care between patients and physicians were apparent in the area of an 'importance of medical equipment for diagnosis and treatment' and so on. It meant that patient had over-expectation on medical care and suggested that the policy on demanad side such as the developement and dissemination of an evidence-based recommendation protocol for health care consumers might be important in Korea. In addition, regarding the attitude of physicians, during the medical education and training it may be neccessary to emphasize the aspect of 'care' of medical care rather than 'cure'. In planning on heath care delivery system, it should be considered that there is a difference in the attitude toward medical care between western medicine and oriental medicine as well as between health care providers and consumers. We expect that more valid measurement tool be developed in this area, which may be major limitation of this study and that this kind of research be expanded into the non-academic settings.

• Journal of Families and Better Life
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• v.19 no.3
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• pp.53-72
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• 2001

This study examined sex-role attitude, conjugal status level and status satisfaction of rural married women as a part of study on problem diagnosis and status enhancement of Korean rural women. The subjects were 919 married farming women. Data were analyzed by frequencies, percentages, mean, standard deviation, t-test, ANOVA, Scheffe multiple range test, and stepwise multiple regression analysis. The major findings were as follows : 1) Rural womens sex-role attitude were conservative attitude. 66.7% of them conceived that their husband had more conservative attitude than them. Variables as age, education level, and farming work type were significant related with sex-role attitude. 2) Conjugal status level (housework sharing, domestic decision-making, agriculture decision-making, property rights) of rural women were low and not equal. It was affected by sex-role attitude, the proportion of their work to family farming work, similar/different type of sex-role attitude of couples, and their farming work type. 3) Their status satisfaction were low and affected by factors such as similar/different type of sex-role attitude of couples, conjugal status level, sex-role attitude, their farming work type, and education level.

• Journal of East-West Nursing Research
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• v.22 no.2
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• pp.104-112
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• 2016

Purpose: This study aimed to investigate the effects of organ donation education on undergraduate students' knowledge, attitude and practice will to organ donation. Methods: The study used a quasi-experimental design. A total of 164 students from K university, Seoul, Korea were recruited; 74 in the experimental group and 90 in the control group. The experimental group received an education on organ donation developed by researchers. A structured questionnaire was used to measure the student's knowledge, attitude and practice will to organ donation before and after the education. Data were analyzed using t-test, ${\chi}^2$-test, and ANCOVA with SPSS WIN 21.0 program. Results: After the intervention, we found that the scores of knowledge, knowledge of the definition of brain death, donation attitude, total scores of attitude, emotional attitude, and behavioral attitude were significantly higher in the experimental group than the those of control group. Total knowledge scores were positively correlated with subscales of the knowledge scale and all subscales of attitude toward organ donation. Conclusion: The results indicate that organ donation education is effective to enhance knowledge and attitude to organ donation in undergraduate students.

• Korean Journal of Human Ecology
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• v.24 no.3
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• pp.327-339
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• 2015

The purpose of this study was to investigate the relationship of family resilience, gratitude, and child-rearing attitude and to identify predicting factors of family resilience among mothers of young children. A correlative research design was be used for this study with self-administered questionnaires. The subjects were 248 mothers of young children from kindergarten located in Jeonnam and Gwangju provinces in Korea. Data were collected between May to June, 2013. Descriptive statistics, Pearson's correlation coefficient, and multiple regressions with PASW Statistics 18 (SPSS 18.0) program were used for data analysis. The major findings are summarized as follows: (1) Family resilience was closely related to gratitude and four types of child-rearing attitudes. Gratitude was closely related to four types of child-rearing attitudes. And rejective attitude had significantly negative relations family resilience and gratitude. (2) The significant factors affecting family resilience were mother's education level, gratitude, affective attitude, rejective attitude, autonomous attitude and controlling attitude which explained 63% of the variance. The results indicate that gratitude and child-rearing attitude were significant factors associated with family resilience among mothers of young children. In order to increase the family resilience among mothers of young children, family programs that deal with both gratitude and child-rearing attitude should be designed.

• Korean Journal of Human Ecology
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• v.9 no.3
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• pp.23-36
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• 2006

The present study purposed to examine how the knowledge, consciousness and attitude affect life resources use of the subjects, first-year middle school students and their mothers, and ultimately, to provide basic materials for maximizing the effect of the education consciousness and attitude on environment-friendly life resource management in everyday living. The followings are the results of the analysis of the collected data. First, in the aspects of analysis of valiance in the general home environment factors of this research, there were some significance according to fathers and mothers' educational level, fathers' job, the type of a house about students and mothers' life resources use. Second, knowledge about middle school students' life resources use had negative correlations with attitude. But consciousness had positive correlations with attitude. Knowledge about their mothers' life resources use had negative correlations with attitude, but consciousness had positive correlations with attitude. The results of mothers were similar to those of middle school students. Mothers' consciousness and attitude had positive correlations with middle school students' consciousness and attitude.

• Fashion & Textile Research Journal
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• v.16 no.2
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.866-876
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• 2013

For the purpose of creating or maintaining a favorable customers' attitude tourism service firms use an advertising as a communication tool by changing ad-execution formats. Affective or informational ad-executions are normally applied for the service industry. In this study ad-attitude, products attitude, and purchase intention are tested whether the variables would be influenced by the ad-execution formats. As the result the study found that Ad-attitude influenced on product attitude but not on purchase intentions in the affective ad-execution format, whereas the Ad-attitude influenced both on product attitude and purchase intentions.

• The Research Journal of the Costume Culture
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• v.19 no.4
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• pp.766-779
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• 2011

The purpose of this study is to find the levels of self-monitoring, self-consciousness and cosmetic attitude of female university students and to analyze the relationship between the levels of self-monitoring, self-consciousness and cosmetic attitude in an effort to strengthen external human beauty. The respondents were 264 university women attending a university Chung-Cheong Province in Korea. In this study, a questionnaire method was used. The questionnaire consisted of SMS(self-monitoring scale), the(self-consciousness scale), and a measurement of the cosmetic attitude. Earlier studies were used to create the measuring instruments with some adjustments for the purpose of this research. Factorial analysis, correlation analysis, multiple regression analysis were carried out with SPSS 18.0. The cosmetic attitude consisted of four factors, and those factors were related to self-monitoring and self-consciousness. The Four factors were happiness with change, manners to others, the instrument of change, and conformity. It was found that the cosmetic attitude reflected the personal internal mental states; hence, the cosmetic attitude was used as method to express the internal mind. Determining the correlations between self-monitoring, self-consciousness and the cosmetic attitude was useful in understanding the personal peculiarity of the cosmetic attitude. Moreover, in the cosmetic industry, it is likely meaningful to investigate the capability whether the variables of self-monitoring and self-consciousness can be applied in an effort to understand consumers' internal character.