• 한국의류학회지
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• 제27권2호
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• pp.177-187
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• 2003

The purpose of this study was to investigate the effects of clothing involvement and internet usage on internet shopping attitude and internet purchase of clothing products. The subjects used for the study were 210 male and 338 female college students. The clothing involvement consisted of pleasure/interest, symbolism/expression, and perceived risk factors. The internet usage consisted of information and entertainment uses. The internet shopping attitude had convenience and security factors. The results showed that there were positive relationships between clothing involvement factors and internet shopping attitude factors. Regarding the relationship between internet usage and internet shopping attitude, there was a positive relationship between internet information use and internet attitude for convenience while there was a positive relationship between internet entertainment use and internet attitude for security. According to clothing involvement and internet usage, the respondents were segmented by four groups. The results showed that these segmented groups were different in regard to internet shopping attitude, internet purchase, and demographics. For example, symbolishm/internet information use group considered internet shopping more convenient and purchased clothing more frequently through internet than did other groups. The implications of the study were discussed.

• 복식문화연구
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• 제29권1호
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• pp.121-133
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• 2021

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers' personal characteristics.

• International Journal of Internet, Broadcasting and Communication
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• 제12권3호
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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.

• 한국생활과학회지
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• 제22권4호
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• pp.677-691
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• 2013

The purpose of this study was to examine the influence of make-up attitude and body-related value on clothing behavior. The subjects were 315 female college students in Gyeongsang provinces. The obtained data were analyzed by reliability analysis, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, correlation analysis, multiple regression analysis and t-test. The major results of this study were as follows: First, four factors of make-up attitude were identified: pursuit of confidence, sociality, self-satisfaction, and positive image. Second, the subjects were categorized into three different types of groups according to make-up attitude and body-related value, respectively: high involvement type, low involvement type, and middle involvement type. Third, there was significant difference among three groups which were segmented by each make-up attitude and body-related value on clothing behaviors (sexual attractiveness, showing off, body-enhancement). Fourth, a significant positive correlation was found among four factors of make-up attitude and body operatability with clothing behaviors. Fifth, the important variables that affected the clothing behaviors were pursuit of confidence, self-satisfaction, and positive image of make-up attitude. Sixth, body-inclination significantly influenced sexual attractiveness of clothing behavior, whereas body-related value, unlike make-up attitude, only had marginal influence.

• 유통과학연구
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• 제12권11호
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• pp.67-76
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• 2014

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the point of service contact are important to form the positive consumption emotion. Second, consumption emotion had a significantly positive effect on brand attitude. Third, the consumption emotion had a significantly positive effect on brand loyalty. Such consumption emotion is an important factor in causing the positive evaluation on the brand attitude perceived by the customer. Fourth, brand attitude had a significantly positive effect on brand loyalty. The consumption emotion was positively represented to invoke the relational continuance behavior. The relational continuance behavior accompanies the repetition of purchase, word of mouth, and recommendation activities, and influences trust regarding the brand, for which the customer maintains the transaction continuously. Conclusions - The PB product attributes perceived by the customer at the point of service contact are important factors to form the positive consumption emotion. Based on this result, the discount store service provider would prepare the measures that can make the customer recognize the positive value, and make more detailed efforts. Consumption emotion is an important factor to cause the positive evaluation on the brand attitude perceived by the customer. Based on this result, the general supermarket must make efforts to provide fun or convenience in the purchase process for consumers.

• 치위생과학회지
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• 제12권6호
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• pp.652-659
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• 2012

본 연구는 치위생학 전공 대학생을 대상으로 노인유사체험이 노인에 대한 태도를 긍정적으로 변화시킬 수 있는지 여부를 확인하고자 2012년 5월 27일부터 6월 14일까지 1개 대학교에 재학 중인 치위생학과 학생 58명을 대상으로 실험을 실시하여 다음과 같은 결과를 얻었다. 1. 노인유사체험 후 노인에 대한 전반적인 태도는 긍정적인 방향으로 완전히 전환되지는 않았으나 중립적인 태도에서 좀 더 긍정적인 태도로 변화하였다. 2. 노인과 동거경험이 있거나 노인관련 교육을 받은 경험이 있는 경우 노인유사체험 후 노인에 대해 긍정적인 태도변화를 보였다. 3. 노인유사체험이 노화를 이해하는데 도움이 된 정도를 확인한 결과, 노화의 신체적 측면에 대해 대다수가 매우 도움이 되었거나 도움이 된다고 응답하였다. 이러한 결과를 통해 노인유사체험이 노인에 대한 전반적인 태도를 긍정적으로 변화시키지는 못하였지만 부분적인 항목에서 긍정적인 변화를 이끌어 냄을 확인할 수 있었다. 따라서 노인유사체험은 노화에 대한 신체적인 이해도를 높여 노인에 대한 태도를 보다 긍정적으로 형성하고, 더 나아가 노인에 대한 양질의 구강진료서비스를 제공할 수 있도록 유도하는 의미있는 교육프로그램이 될 것이라 생각된다.

• 한국보건간호학회지
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• 제14권2호
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• pp.216-228
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• 2000

The purpose of this study was to clarify the level of knowledge and the attitude about AIDS. according to high school students demographics. and the AIDS education effects in a week or 6 months. The data were surveyed from 74 bounding for university high school students and 98 vocational high school students from two counties in Chonnam. The data were collected from November 5. 1999 to May 24. 2000. using a 50-item Questionnaire. and analyzed by SPSS PC+ program for t-test. ANOVA, Repeated measure ANOVA, Duncan test. $x^2-test$ and pearson correlation coefficients. The result of study summarized as follows : 1. The knowledge score for AIDS was significantly higher in the group bounding for university. in the second grade group and the group who have drunken experience. The positive attitude score for AIDS was significantly higher in the group who have smoked experience. 2. After 1 week of AIDS education. the knowledge score for AIDS(15.02 points) was significantly higher than the one before the education(10.85 points) but after 6 months of AIDS education. the knowledge score for AIDS(12.30 points) was significantly lower than in a week(F=55.49. p=.000). 3. After 1 week of AIDS education. the positive attitude score for AIDS(3.54 points) was significantly higher than the one before the education(3.35 points) and after 6 months of AIDS education. the positive attitude score for AIDS was same the one in a week(F=7.85. p=.000). 4. We could find the significant correlation between the knowledge and the attitude for AIDS just only in a week(r=.249. p=.001). In conclusion. the knowledge score for AIDS had increased in a week of education on AIDS but it had decreased as time goes by since education. The increased positive attitude for AIDS in a week has maintained the same as time goes by since education. Therefore. It should be needed re-education on AIDS to students at proper time in order to get the aim of AIDS education. We have to develop variety education methods for educational effects. It should be included comprehensive social aspect such as a question of personal rights to increase the positive attitude for AIDS.

• 한국치위생학회지
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• 제8권2호
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• pp.77-92
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• 2008

This study was surveyed the knowledge and attitude toward the elderly in dental personnels, who play an important role in oral health of the elderly in the aging society, In order to arrange the basic data that is conducive to development in the mouth care of the elderly, the research was conducted from January 7 to February 14, 2008, targeting 270 dental personnels in Daejeon & Chungnam area, who are in charge of oral duties in the current clinic. As a result of analyzing so that questionnaire can be prepared with the self-administered questionnaire, the following results were obtained 1. The knowledge level on the elderly in dental hygienist was 13.47 marks out of 25-mark perfection. There was no difference in knowledge depending on job category and volunteer-work activity experience, And, there was no difference even depending on physical & physiological sphere, psychological sphere, and family & social sphere. 2. The attitude level toward the elderly in dental hygienist was 91.63 marks out of 150-mark perfection. Dental hygienist showed positive attitude in personality characteristic, emotional characteristic, and self-management ability by sphere, and showed statistically significant difference (p=0.011). 3. In case of having volunteer-work activity experience, the attitude level toward the elderly was 92.57 marks out of 150-mark perfection, A case of having volunteer-work activity experience showed positive tendency in emotional characteristic, self-management ability, and judgement-ability characteristic by sphere, And, the attitude toward family relation was indicated to be negative tendency, thus there was statistical significance(p=0.022). 4. As for the correlation between knowledge and attitude toward the elderly, dental hygienist was indicated to have high interest in the volunteer-work experience, the elderly education experience, and the elderly problem(r=0. 444). The knowledge and attitude toward the elderly had slightly positive correlation(r=0.155). Dental hygienists are being required gradually as the primary staff for the elderly people's dental care in the aging society. A continuous education is needed so that dental hygienists can have positive sight in understanding, knowledge, and attitude. And, the development in a mouth care program for the elderly in line with it is considered to be necessary.

• 유통과학연구
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• 제16권1호
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• pp.17-27
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• 2018

Purpose - The purpose of this study is to practically analyze the effect of the brand equity of Korean food companies in Vietnam on the brand attitude and purchase intention of Vietnamese consumers. Research design, data, and methodology - In total, 240 subjects were examined in this study. The collected data were analyzed using statistical programs SPSS 21 and AMOS 21. The credibility of the variables was examined using the exploratory factor analysis, and confirmatory factor analysis. The hypothesis was examined through the structural equation model analysis. Results - It is proven that brand image and perceived quality are accepted, and the brand awareness is rejected from the hypothesis that "the brand equity has a positive effect on the brand attitude". However, the brand image and brand awareness are accepted, and the perceived quality is rejected from the hypothesis that "the brand equity has a positive effect on the purchase intention". Conclusions - The following are the conclusions of the study. First, among the components of brand equity, the brand image is confirmed to positively affect both brand attitude and purchase intention. Second, high brand awareness does not necessarily lead to positive brand attitudes of the consumers. Third, The brand image appears to positively affect the brand attitude and purchase intention. However, the awareness of consumers of a brand does not directly lead to positive consumer attitudes.

• 가정과삶의질연구
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• 제24권2호
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• pp.73-92
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• 2006

This paper investigates the causal relationships between financial attitudes, spending behaviors and the financial satisfaction of adolescent consumers. The study used Cronbach' $\alpha$, t-test, one-way ANOVA, Duncan's multiple range test, multiple regression and path analysis for statistical analysis and applied it to 1,252 questionnaires. The results are summarized as follows: Path analysis revealed that the financial satisfaction of adolescents had a direct linear relationship with variables such as grade, sex, financial attitudes. (financial situation compared to past and financial situation compared to others) and types of spending behaviors (planned, conspicuous and excessive). Planned spending behavior was the most influential variable on financial satisfaction. Planned spending behavior had positive linear relationship with the attitude toward the past financial situation. Conspicuous spending behavior had positive linear relationships with the attitudes toward the past financial situation and the financial situation compared to others. However, it showed negative relationship with the attitude toward a future financial situation. Impulsive spending behavior had a positive relationship with the attitude toward others' financial situation. Excessive spending had a positive relationship with the attitude toward a past financial situation but showed a negative relationship to the attitude toward others' financial situation.