• Journal of The Korean Association For Science Education
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• v.30 no.3
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• pp.353-365
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• 2010

This study explored the accumulated personal practical knowledge of six experienced science teachers in teaching SSI. The guiding research questions were: 1) how did they develop their understanding of SSI and their goals for teaching SSI over many years, and 2) what are the practical issues that the teachers have experienced while addressing SSI in science classrooms. The data source included individual interviews with six science teachers. Each interview lasted 50-70 minutes long and was audio-taped. Data was analyzed based on the methods suggested by Miles and Huberman (1994). Results indicated that, although their motivations for teaching SSI were personal and different, two major categories emerged. One group of teachers was mainly motivated by SSI itself, and the other group was motivated by the teaching aspects that SSI brings. The SSI-oriented group was very sensitive to SSI as it occurs in contemporary society. The teaching-oriented group paid more attention to the educational benefits that addressing SSI could bring to students. Their motivations for teaching SSI influenced how they set up their purposes for teaching, and their purposes for teaching guided them to use appropriate teaching strategies to make their SSI teaching more effective. All of their practical concerns were also connected to their basic motivations for teaching SSI.

• The Korean Journal of Franchise Management
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• v.7 no.1
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• pp.21-29
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• 2016

Purpose - The primary purpose of this study is to employ effective marketing methods using market segmentation of coffee shops by determining how motivations to visit coffee shops have different impacts on demographic profile of visitors and characteristics of coffee shop visits, so as to draw out a better understanding of customers of coffee market. Research design, data, and methodology - Data were collected using surveys of self-administered questionnaires toward coffee shop users in Daejeon, Korea. A number of samples used in data analysis were 253 excluding unusable responses. The data were analyzed through frequency, reliability, and factor analysis using SPSS 20.0. Factor analysis was conducted through the principal component analysis and varimax rotation method to derive factors of one or more eigen values. In addition, the cluster analysis, multivariate ANOVA, and cross-tab analysis were used for the market segmentation based on the types of motivation for coffee shop visits. The process of the cluster analysis is as follows. Four clusters were derived through hierarchical clustering, and k-means cluster analysis was then carried out using mean value of the four clusters as the initial seed value. Result - The factor analysis delineated four dimensions of motivation to visit coffee shops: ostentation motivation, hedonic motivation, esthetic motivation, utility motivation. The cluster analysis yielded four clusters: utility and esthetic seekers, hedonic seekers, utility seekers, ostentation seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with socio-demographics and characteristics of coffee shop visits. Four clusters are significantly different from each other by four types of motivations for coffee shop visits. Conclusions - This study has empirically examined the difference in demographic profile of visitors and characteristics of coffee shop visits by motivation to visit coffee shops. There are significant differences according to age, education background, marital status, occupation and monthly income. In addition, coffee shops use pattern characterization in frequency of visits to coffee shops, relationships with companion, purpose of visit, information sources, brand type, average expense per visit, important elements of selection attribute were significantly different depending on motivations for coffee shop visits.

• Journal of Platform Technology
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• v.10 no.3
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• pp.30-43
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• 2022

The purpose of this study is to examine the structural dynamics between the leisure motivation, self-efficacy, and happiness of the elderly to provide a lesson and invigoration strategies for the systematic leisure activities of the elderly. This study was conducted with 366 baby boomers who use the elderly welfare centers located in Seoul and Gyeonggi-do, where the statistical analyses were conducted using SPSS 26.0 and AMOS 26.0. The findings of this study were as follows; First, of the leisure motivations of the elderly, those other than competency motivation, that is, intellectual motivation, social motivation, and recuperative motivation, had a significant impact on happiness. Second, all the motivations for the elderly, that is, intellectual, social, competency, and recuperative motivations, had a positive impact on self-efficacy. Third, the self-efficacy of the elderly had a significant and positive impact on happiness. Fourth, in the relationship between the intellectual, social, competency, and recuperative motivations and happiness, self-efficacy was shown to have a significant mediating effect. The findings of this study indicates that the elderly leisure welfare programs should be expanded in each local community, so that such programs could be used in various aspects to contribute to the enhancement of self-efficacy and happiness.

• Korean journal of communication and information
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• v.38
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• pp.40-72
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• 2007

Amid the rapid growth in use of portal news, this study examined whether portal news would substitute traditional news media, in particular newspapers and television news. To answer the research question, this study attempted to investigate how the decrease in use of traditional news media was associated with online news use, reliance on, and motivations for portal news. First, this study found that there was a negative and significant relationship between the Internet use and television news viewing, suggesting that those who are more likely to use the Internet are less likely to watch television news programs. Also, portal news was negatively associated with time spent with newspaper reading, while it was not related to television news viewing. Second, this study found that convenience/information-seeking needs appeared as the major motivations for using portal news, which were negatively and significantly associated with the decreased time spent with watching television news programs. In other words, those who used portal news for convenience/information-seeking needs are less likely to watch television news programs, which may indicate that portal news could be a substitute for television news in terms of convenience/information-seeking motivations. In addition, the result of this study showed that there was a complementary relationship between portal news and newspapers in terms of surveillance needs. Those findings could be explained by the concept of "functional similarity" in the process of media substitution. Based on the findings, implications of this study were discussed.

• Journal of the Korean Institute of Landscape Architecture
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• v.29 no.1
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• pp.11-21
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• 2001

This study investigates how motivations, preferences, and past experiences vary by each hikers trail choice at the Mt.Keyryong National Park. The purpose of this study is to find out the factors influencing behavioral choice in the recreation areas, and establish the fundamental theory for the efficient management of the resource and visitors. For this study, we have collected 472 respondents by on-site self-administrated questionnaire from the hikers in the park. The collected data were analyzed by the descriptive statistics and the discriminant analysis. The motivations variable of hiking participation on mountain trail were categorized three types; close-nature, escapism, and physical improvement. The preferences for trail environment were classified as four categories by factor analysis; preference for nature, safety, use density, and facilities. In descriptive statistics, the study showed that the experienced hikers prefer natural trials and hikers who have preference for close-nature select longer and deeper forest trails. The results of discriminant analysis indicate that the level of past experience is the most affectable in classification of trail choice. Such variables as motivation for close-nature and preference for nature were also appeared as affecting factors on classification of trail choice. Two discriminant functions were available, and 90.5 percent of analysis sample were correctly classified. In the validity analysis, 89 percent of holdout sample were correctly classified. These hit ratios ensures an accuracy by Press Q test. The result of this study is to be useful knowledge of the choice of detailed use environments in the same recreation areas.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.558-566
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• 2019

Artificial intelligent (AI) smart speaker sales have increased rapidly, and AI technology has become more pervasive in our daily lives. This study explored motivations for smart speaker use and examined how motivation and relationship type with AI speakers affect enjoyment. Smart speaker use is primarily motivated by conversational, trend-leading, efficient, and entertaining factors. Among these four, trend-leading, efficient, and entertaining factors positively influenced users' enjoyment. However, among the three types of relationship with AI speakers, only the assistant/helper type affected enjoyment. The results of the current study provide practical implications for future directions in AI speaker interaction design.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.630-640
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• 2020

With a recent rise of various chatbot services, this study attempts to explore the role of chatbot users'' psychological characteristics by applying the self-determination theory. In particular,this study investigates (a) the relationship between chatbot users' psychological needs(perceived autonomy, perceived competence, perceived relatedness) and user satisfaction, continuous intention to use, and (b) the moderating effect of chatbot type and user motivations. Based upon a survey, the results revealed that perceived autonomy, competence, and relatedness had significant positive effects on user satisfaction and continuous intention to use. The results also confirmed that the user satisfaction had a significant positive effect on the continuous intention to use. The moderating effect of social and relational motivation was found between perceived autonomy, competence, relatedness and user satisfaction. The implications are discussed for furthering the development of chatbot services.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.11
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• pp.4251-4259
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• 2010

This study investigates the needs of cruise tourists for building customer oriented ubiquitous tourism services. Through the field survey, the relationship between cruise tourism motivations and ubiquitous cruise services were analyzed. In this study, cruise tourism motivations mean destination attraction, family friendship, socialization, education/novelty and escape from daily routine. And ubiquitous cruise services are consists of boarding service, security service, safety service, customization service, and payment services. The results are as follows; cruise tourists with more socialization motivation get more use intention of ubiquitous payment service; cruise tourists with more destination attraction have more use intention of ubiquitous customization service.

• Journal of Korean Society of Forest Science
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• v.101 no.4
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• pp.663-676
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• 2012

The purpose of this study was to examine differences in motivation of the tourists, who visited the Daegu Ole Palgong mountain courses, according to the slow tourism tourists' demographic characteristics and use-behavior, and to examine the relationships between motivation and the degree of satisfaction of tourists and behavioral intention. Also, it was to present motivations and characteristics of slow tourism tourists and the accompanying managerial implications. In order to achieve this research purpose, a survey was conducted from May 8, 2010 to May 23, 2010 on the tourists who visited Daegu Ole Palgong mountain courses. The results of testing the hypotheses through empirical analysis were as follows. First, differences in motivations according to demographic characteristics and demographic characteristics and the use behavior of the tourists were partially adopted. Second, there were significantly positive (+) relationships between the motivations of visitors to the Daegu Ole Palgong mountain courses and the overall degree of satisfaction. Finally, the overall degree of satisfaction with the visits to Daegu Ole Palgong mountain courses had significantly positive (+) relationships with revisit intentions. These imply that it is necessary to provide differentiated strategies and programs and inducing strategies in accordance with the results presented. as well, marketing strategies to enhance the degree of satisfaction of the tourists should be considered.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.507-519
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• 2021

This paper attempts to explore advertising factors that affect TikTok advertising effectiveness by identifying motivations to use a short-form video social media platform, TikTok and further looking at perceptions of and attitudes toward TikTok advertising. The results of in-depth interviews with 20s-30s TikTok users suggest that users are motivated to use TikTok for information and fun. Further, TikTok is characterized as a short-form video, rich contents, and a novel format. Regarding TikTok advertising, the results reveal that usefulness, enjoyment, easiness of advertising skip, sense of closeness, and interaction are significant factors of TikTok advertising. Finally, it is suggested that users respond to the advertising by clicking 'like', writing comments, sharing, clicking 'purchase link'/advertiser's website, and creating user-created contents and so on. These findings theoretically contribute to the literature on social media advertising, and practically offer strategic guidelines for TikTok advertising.