• Journal of the Korean Home Economics Association
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• v.43 no.4 s.206
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• pp.49-63
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• 2005

The Purposes of this study were to segment Chinese consumers by clothing Purchase motive, and then to analyze and compare the clothing purchasing behavior among the segmented groups. The subjects were 655 career women of middle and high class in their 20's and 30's living in Benjing, Shanghai, Shenzhen, and Changchun. A total of 655 questionnaires were analyzed by using frequency, mean, factor analysis, ANOVA, Duncan's multiple range test, cluster analysis, and X^2 _ test. The results were as follows: 1. Chinese consumers were segmented into clothing high-involvement group, fashion pursuing group, practicality pursuing group, and characterless group. 2. The clothing purchase behavior variables such as purchasing motive, using informants, clothing selection standards, store selection standards, purchasing place, satisfaction after purchasing clothes, price of purchase, shopping time, shopping companion, and paying method were significantly different among the 4 segmented groups. 3. The demographic variables such as a city, marriage, total monthly income, and average monthly expenditure on clothing were significantly different among the 4 segmented groups.

• Journal of the Korea Convergence Society
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• v.10 no.5
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• pp.189-201
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• 2019

The aim of this study is to investigate the relationship between communication motive, fatigue and loneliness in mobile environment. According to previous research, the most important communication motive in mobile environment is pleasure. Therefore, pleasure was selected as a representative communication motive. To do this, we collected data for empirical analysis from mobile messenger users using questionnaire. We found that pleasure has a negative effect on loneliness. Second, pleasure has a negative effect on connection, function, and focus. On the other hand, pleasure has no effect on delivery and relationship fatigue. Finally, function and focus have a positive effect on loneliness. On the other hand, connection, delivery, and relationship fatigue have no effect on loneliness. As a result of the research, it is possible to reduce the function and focus fatigue due to the use of the mobile messenger by adding the functions that cause the enjoyment of using the messenger. In addition, the addition of fun-inducing features can also reduce loneliness caused by the use of mobile messenger. Future research will also need to identify factors that may reduce connection and relationship fatigue.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.413-425
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• 2021

This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.33-59
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• 2008

This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is not significant, also H22 has to be rejected. Experience influences information (H19 accepted) but the latter does not affect significantly the evoked set (H1 rejected). Both H4 as well as H5, referring respectively to the perceived images of German agri-tourism as a wellness destination and the traditional image of the German farm tourism have to be rejected. Finally, none of the demographic data included in the model explains significantly the variance of the factor evoked set. Therefore neither H16 nor H17 has been accepted. As far as the interrelation between sport and nature (H18) and family and action (H20) are concerned, the stated relationship among these variables has been statistically confirmed. Our path model based on partial least squares shows the factors influencing the preference for farm tourism in Germany. Among others value for money and experience are the most significant ones. Practical implications are discussed.

• Journal of the Korean Home Economics Association
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• v.33 no.4
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• pp.315-327
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• 1995

The objective of this study were to classify the contents of clothing purchase motives and to examine the differences in post-purchase dissatisfaction and satisfaction of clothing according to the clothing purchase motives. Questionnaire was comprised of 36 Likert type items of clothing purchase motive measure, 15 items of post-purchase clothing dissatisfaction measure, and 1 item of satisfaction measures. Samples were 492 women in Incheon, Korean ; 279 were college students and 213 were housewives. The data were analyzed using factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, and χ2-test. The results of the study were the followings : 1. Subjects perceived 'becomingness' to be the most important motive, 'attractiveness of color' the second important, and 'salesperson's recommendation' the least. 2. 6 factors of clothing purchase motives were derived by factor analysis : F.1 'clothing utility and deficiency' ; F.2 'clothing quality' ; F.3 'financial frugality'. 3. Subjects were classified into the three motive groups by cluster analysis of the 6 factors : G.1 'the clothing appearance and others' influence' ; G.2 'the clothing quality and deficiency' ; G.3 'the motiveless'. 4. More college women were distributed in clothing appearance and others' influence group than housewives, while more housewives were distributed in clothing quality and deficiency group. 5. The clothing appearance and others' influence group expressed the highest post-purchase dissatisfaction and the lowest post-purchase satisfaction. The clothing quality and deficiency group expressed the highest post-purchase satisfaction, and the motiveless group expressed the lowest post-purchase dissatisfaction.

• Journal of Technologic Dentistry
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• v.44 no.2
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• pp.60-66
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• 2022

Purpose: This study was conducted to investigate how one's motive to choose a major of study, career values, and satisfaction with the major affect immersion within the major. Methods: A self-administered questionnaire on choice of major and career values was completed by 224 students from March 2nd to March 15th of 2022. The collected data were analyzed using several metrics and tests with IBM SPSS Statistics 22.0 software: frequency and percentage, mean, standard deviation, t-test, ANOVA, correlation analysis, and linear regression. Results: The average scores of the motive to choose a major, career values, satisfaction with the major, and immersion in the major were 3.15, 3.91, 3.56, and 3.45, respectively. There were significant correlations between all four variables (p<0.05). Career values and satisfaction with the major positively influenced a student's immersion in that major; the explanatory power of the model was 77% (p<0.01). Conclusion: The department should offer education on career values to further increase the immersion of dental technician students within their chosen major.

• Journal of the Korean Society of Costume
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• v.28
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• pp.137-150
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• 1996

The objectives of this study were to classify daily clothing selection motives and to group men into life style types and to examine the differences in daily clothing selection motives according to the life style types. Questionnaire comprised of three sections: 36 Likert type items of life style measure; 29 Likert type items of daily clothing selection motives measure: and 4 demographic variables. Samples were 267 salary men in gheir 20's to 30's in Seoul Korea. The data were analyzed using factor analy-sis cluster analysis one-way ANOVA Dun-can's multiple range test and t-test. 1. Five factors of life style were derived by factor analysis ; F. 1 'appearance oriented' f. 2. 'positive activity' F. 3 'economy oriented': F.4 'active-leisure';F. 5 'contemporary' Four types of life style of men were defined by cluster analysis of the five factors: T. 1'posi-tive activity'; T. 2.'economy interest'; T. 3'contemporary' : T 2'economy interest' T.3'contemporary' ; T. 4 'appearance interest' 2. Four factors of daily clothing selection motives were derived by factor analysis: F.1 'clothing harmony'; F.2 'clothing utility'; F.3 'psychological influence'; F.4 'exogenous situ-ation adaptation 3. There were significant differences in daily clothing selection motives according to the life style types. The types of positive activity economy interest and contemporary had 'clothing utility' motive more than appearance interest type. Economy interest type had 'hpsychological influence' motive more than other three types. Economy interest type and appearance interest type had 'exogenous situ-ation adaptation' motive more than other two types 4. 20's and unmarried men had'psychological influence' motive more than 30's and married. Upper class had 'clothing harmony' and 'ex-ogeneous situation adaptation' motives more than middle and low. Men with less education had ' clothing utility' and 'exogenous situation adaptation' motives more than did more edu-cation.

• Korean journal of food and cookery science
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• v.32 no.6
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• pp.754-761
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• 2016

Purpose: This study was investigated the effects of culinary and foodservice major selection motive and work value on the major satisfaction, career search efficacy and career exploration behavior of college students. Methods: Survey comprising total 53 questions including 8 for major selection motive, 8 for work value, 6 for major satisfaction, 20 for career search efficacy, 5 for career exploration was distributed to 400 college students majoring in culinary or foodservice. Frequency analysis, factor analysis, correlation analysis, and multiple regression were conducted using SPSS Statistics (ver. 21.0). Organization of concept and analyses of the relationship between variables based on the advanced study and database is essential. Research model based on the theory and analysis of the extracted data was established; and subsequently, the proof relations between the variables were analysed. Results: The study results indicated that, only intrinsic work values among personal motivation and work values were significant. This is because personal motivation and intrinsic work values are related to subjects' aptitudes, interests, talents, and future professions when students choose their majors. Therefore, interest, abilities, achievement, high understanding, and satisfactory schooling are important factors. Conclusion: This study has newly expanded the research on career search behavior to include psychological factors and cognitive and attitudinal factors. We also determined competitive operations that enhance students' major satisfaction, career search efficiency, and career search behavior.

• Journal of Digital Convergence
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• v.15 no.1
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• pp.97-108
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• 2017

Web 2.0 paradigm and technologies allow users to contribute their information voluntarily and actively to online community. This paper aims to investigate key determinants of information contribution in online communities. We come up with the research model and proposed hypotheses on the basis of intensive literature review on motivation theory, information literacy, and self expression. Using survey response date collected from those who have ever experienced in uploading or providing information on online community such as social media. A total of 262 survey responses were used to test research hypotheses. The results show that self expression motive influences on information representation capability(IRC) and information contribution. The impact of Information literacy on IRC is found to be significant, and IRC is positively related to information contribution. In addition, approval motive is proven to be key determinant of IRC and information contribution. Some practical implications of these findings are discussed.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.217-226
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• 2021

Based on the theory of use and satisfaction, this study investigated the strength of TikTok usage motives (entertainment, information-seeking, interaction, self-expression, and escape) and the effect of each motive on users' adherence (frequency of use, time of use). investigated. After conducting a survey on TikTok Chinese users and removing insincere answers, 101 survey results were analyzed. The analysis results are as follows: First, the intensity of motivation for using TikTok was in the following order: entertainment-seeking, information-seeking, interaction, self-expression, and escape. Among them, the motives of pursuit of entertainment and escape were higher in females than in males. And the motives of pursuit of entertainment and escape were higher in the case of women than in the case of men. Second, as a result of analyzing the effect on user adhesion, the influence of the users' entertainment pursuit motive, interaction motive, and escape motive was significant for the frequency of use, and the influence of interaction was high. Third, the influence of entertainment-seeking motives and escape motives was found to be significant for use time. This means that users often use TikTok for entertainment, interaction, and escapism, and longer TikTok usage time for entertainment or escapism.