• Journal of Distribution Science
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• v.13 no.1
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• The Korean Journal of Franchise Management
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• v.12 no.3
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• pp.47-58
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• 2021

Purpose: In general, franchise business models can generate higher returns and profits than non-franchise businesses. Therefore, it is necessary to study customer-based foodservice franchise brand awareness and service quality. The purpose of this study is to investigate the effect of service quality and brand awareness of foodservice franchises on attitudes divided into cognitive and affective attitudes and revisit intentions. Through this study, we intend to establish a structure that leads to service quality and brand awareness-cognitive attitude and affective attitude-loyalty. Research design, data, and methodology: In order to verify the hypothesis of this study, the survey was conducted among general consumers over the age of 20 who had visited a foodservice franchise within the last 3 months. Among the collected questionnaires, one insincere questionnaire was excluded, and 299 copies were used for analysis. The data collected to verify the hypothesis of this study were analyzed using SPSS 24.0 and AMOS 24.0. Result: First, it was found that the service quality of the foodservice franchise had a positive (+) effect on the cognitive attitude, and the service quality of the foodservice franchise had a statistically significant positive effect on the affective attitude. Second, the brand awareness of the foodservice franchise was found to have a statistically significant positive (+) effect on the cognitive attitude. and the brand awareness of the foodservice franchise had a statistically significant positive (+) effect on the affective attitude as well. Third, cognitive attitude was found to have a statistically significant positive (+) effect on loyalty, and affective attitude was also found to have a statistically significant positive (+) effect on loyalty. Conclusions: First, this study applied the S-O-R theory to the effect of service quality and brand recognition on cognitive attitude, affective attitude, and loyalty. Second, the structure leading to service quality and brand awareness-cognitive attitude and affective attitude-revisit intention was established. Third, attitudes in this study were divided into cognitive attitudes and affective attitudes. In general, attitude is studied as a single dimension as a cognitive attitude, but in this study, attitude was studied by dividing it into a cognitive dimension and an affective dimension

• Korean Journal of Human Ecology
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• v.16 no.2
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• pp.421-432
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• 2007

The purpose of this study was to investigate the relationships between appearance-related attitude(attitude toward appearance, body satisfaction) and clothing attitude, and to examine how clothing attitude was influenced by appearance-related attitude. The method of this study was survey research by using questionnaires. Subjects were 700(middle school students 217, high school students 227, university students 256) girl students located in Junrabookdo province. In this statistical analysis, SPSS 11.5 for Windows program was utilized to calculate frequency, mean, factor analysis, cronbach's $\alpha$, one-way ANOVA, Pearson's correlation, multiple regression analysis. The results of this research were as follows: The results of analysing the factors to the response clothing attitude emerged five dimensions(fashion pursuit, gender attractiveness, self-expression, aesthetic, and modesty). University school girls' students showed higher attitude toward appearance, body satisfaction, clothing attitude except of modesty. Clothing attitude variables except of modesty had positive correlations with appearance-related attitude. However, modesty of clothing had negative correlations with appearance-related attitude. As a conclusion, adolescents' appearance-related attitude constituted important characteristics which could affect clothing attitude directly.

• Journal of Family Relations
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• v.21 no.1
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• pp.143-160
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• 2016

Objectives: The purpose of this study is to empirically verify the difference between traditional gender role attitude and realistic dual earner attitude. Most preceding studies analyzed gender role attitude by summated rating scale while few studies have been conducted on the difference between traditional gender role attitude and dual earner attitude. Method: By using the 9th Korea Welfare Panel Data (year 2014), this study extracted households of married couples and with children in working age (18 through 64 years of age) who are the main subjects in work-family relationship. First, this study classified traditional group and modern group in their gender role attitude and passive group and active group in their dual earner attitude and by crossing these attitudes, drew out 4 gender role/dual earner attitudes. For analysis, this study investigated frequency of attitude types through descriptive statistics. By conducting ANOVA, study verified if there are significant differences in the satisfaction with family relationship depending on the types of gender role/dual earner attitudes. Lastly, study examined the effect of socio-economic status and demographic characteristics on the types of gender role/dual earner attitudes by conducting multi-nominal logistic regression analysis. Results: As the result of analysis, first, half of respondents belonged to 'equal-role-oriented type' who has modern gender role attitude and active dual earner attitude. However, there were not a few 'dual-earner-avoiding type' who has modern gender role attitude but passive dual earner attitude and 'incongruous attitude type' who has traditional gender role attitude but active dual earner attitude. Next, 'incongruous attitude type' had significantly low level of satisfaction with overall family life, relationship with spouse and relationship with children than other attitude types. Lastly, those whose incomes belong to poor strata, those who are high school graduates and lower, males and those who are over the age of 60 had significantly higher probability of belonging to 'incongruous attitude type.' Conclusion: The results of analysis demonstrate that the difference between gender role attitude and dual earner attitude is an important matter and since 'incongruous attitude type' exhibits low level of satisfaction with family relationship, scrupulous policy approaches are required for those who have high possibility of belonging to 'incongruous attitude type.'

• Journal of Agricultural Extension & Community Development
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• v.9 no.1
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• pp.75-86
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• 2002

The objectives of this study were to analyze student's nature experience and to identify relationship between nature experience and environmental attitude. This study was conducted by review of literature and mailed survey. The data were collected from purposive sampled university students. Major findings of the study were as follows; 1)The female students had more positive environmental attitude than male, and senior students had more positive environmental attitude than junior students 2)Youth from rural area showed more positive environmental attitude than those of urban area 3)The degree of nature experience was related positively with environmental attitude.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.206-212
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• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• Journal of Fashion Business
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• v.18 no.5
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• pp.1-14
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• 2014

The purpose of this study was to analyze body mass index of women in their twenties and investigate the relationships of body attitude and clothing attitude. To achieve the purposes of this study, a questionnaire was conducted with 398 people from May 2 to May 30, 2013. The final data was analyzed with spss 18.0 program. The results were as follows: First, I found that body attitude had this order: Feeling fat, Lower body fatness, Salience of weight and shape, Attractiveness, Strength and fitness, and Body disparagement Secondly, there were significant differences of body attitude based on demographic characteristics and body mass index. Thirdly, I found that clothing attitude was classified into four factors of Personality pursuit, Body complement, Appearance ostentation, and Social approval. Fourthly, there were significant differences of clothing attitude based on demographic characteristics and body mass index. Fifthly, there were significant relations of body mass index, body attitude, and clothing attitude of women in their twenties. Thus, I found that body mass index and body attitude were related to clothing attitude.

• Korean Parent-Child Health Journal
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• v.10 no.2
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• pp.172-181
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• 2007

The purpose of this study was to review the concept, type and factors that affect child rearing attitude of parents and suggest desirable child rearing attitude of parents. Child rearing attitude of parents not only decide the quality of parent-child relationship but also affect child intellectual, emotional, social development and character. Many theorists suggest the type of child rearing attitude of parents, Schaefer's theory is commonly accepted. This model divided into 4 types, affectional-automatic attitude, affectional-controling attitude, rejecting-automatic attitude, rejecting-controling attitude. Through this study, confirmed factors that affect child rearing attitude of parents were family social position, parent's age and educational level, child gender. And other factors were mother has a job or not, marriage satisfaction, number of child and etc. Desirable parent's child rearing attitude were parent's consistency, understanding and acceptance of parents, parent's ideal behavior, democratic attitude of parents, parent's love for their children.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.245-254
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• 1999

The purpose of this study was to investigate parenting attitude of juvenile delinquent parents. The subjects ware 95 boys and 60 girls. According to the parenting attitude of juvenile delinquent on the ground of sex, fathers' parenting attitude showed connective relation with permissive and democratic attitude. Also in term of home environment, mothers' age, place of growth and fathers' job had the connection of overcaring. Though correlative with parenting attitude of juvenile delinquent, consistent parenting attitude was showed.

• Journal of Families and Better Life
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• v.5 no.2
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• pp.145-162
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• 1987

The purpose of this study is to investigate the relations between Wives' marital satisfaction and Divorce attitude as a basis building in marital stability . A measurement tools used for this study are marital satisfaction scale, which was adapted and reproducted from Dyadic Adjustment Scale(DAS) developed by Spanier and Divorce attitude Scale, which was developed by researcher refer to preceding study connected with a cause of divorce. The subjects were 354 married women dwelling in Seoul. Statistical methods such as frequency, percentile. mean , standard deviation, one way ANOVA, and Pearson Correlation were used for data analysis. The results of this study are as follows; 1) there is the tendency to high marital satisfaction group rather more than low marital satisfaction group and to permissional attitude group rather more than negative attitude group about divorce attitude. 2) There was difference in marital satisfaction by number of children, wives's educational level, parents marriage happiness. While, there was no difference in marital satisfaction by length of marriage, family income, wives employments status, marriage pattern. 3) There was partially difference in wives' attitude toward divorce by wives educational level, family income. Both there was no difference in wives attitude toward divorce by the other factors. 4) wives' attitude toward divorce correlates with marital satisfaction. The correlation coefficients is 283 significantly of .001 level. The more satisfaction wife feels about her own matrimony. the more negative a attitude she has toward divorce. This menas that attitude toward divorce depends upon their matrimony. 5) The four type of marital stability are as follows; high marital stability type, high subjective unstability type, high objective unstability type, high marital unstability type.