• 대한가정학회지
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• 제43권4호
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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.

• 한국융합학회논문지
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• 제10권5호
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• pp.189-201
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• 2019

본 연구의 목적은 모바일 환경에서 의사소통 동기와 피로감과 외로움 간의 관계를 규명하는 것이다. 선행연구에 따르면 모바일 환경에서 가장 중요한 의사소통 동기는 즐거움이다. 따라서 즐거움을 대표적 동기로 선정했다. 이를 위해 설문기법을 사용하여 모바일 메신저 사용자들로부터 실증분석에 필요한 데이터를 수집했다. 분석결과 즐거움은 외로움에 부정적 영향을 미치는 것으로 나타났다. 둘째, 즐거움은 피로감의 유형인 연결, 기능, 집중에 부정적 영향을 미치는 것으로 나타났다. 반면에, 즐거움은 전달과 관계 피로감에는 아무런 영향도 미치지 않는 것으로 나타났다. 마지막으로 피로감 중 기능과 집중은 외로움에 긍정적 영향을 미치는 것으로 나타났다. 반면에 연결, 전달, 관계 피로감은 외로움에 아무런 영향도 미치지 않는 것으로 나타났다. 연구 결과 메신저 사용의 즐거움을 유발하는 기능들을 추가할 경우 모바일 메신저 사용으로 인한 기능 및 집중 피로감을 감소시킬 수 있다. 뿐만 아니라 즐거움을 유발하는 기능의 추가는 모바일 메신저 사용으로 인해 유발되는 외로움도 감소시킬 수 있다. 향후 연구는 연결 및 관계 피로감을 감소시킬 수 있는 요인을 규명하는 연구도 필요할 것으로 판단된다.

• 디지털융복합연구
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• 제19권12호
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• pp.413-425
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• 2021

본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 '먹방'콘텐츠 이용동기와 지속이용의도를 살펴보았다. 본 연구에서는 유튜브 '먹방' 콘텐츠 이용자 358명을 대상으로 설문조사를 통해 SPSS 21.0 프로그램과 AMOS 21.0 프로그램을 활용, 탐색적/확인적 요인분석과 경로분석 등을 실시하여 핵심 결과를 도출하였다. 결과를 제시하면, 첫째, 유튜브 '먹방' 콘텐츠 이용 동기 중 정보추구 동기와 스트레스 해소 동기, 시간보내기 동기는 인지된 유용성에, 정보추구 동기와 시간보내기 동기는 인지된 용이성에 정적 영향을 미쳤다. 둘째, 정보추구 동기, 스트레스 해소 동기, 시간보내기 동기는 공통적으로 인지된 즐거움과 인지된 독창성에 정적 영향을 미쳤다. 셋째, 인지된 즐거움은 인지된 용이성에는 정적 영향을 미쳤다. 넷째, 인지된 즐거움과 인지된 독창성은 모두 지속이용의도에 정적 영향을 미쳤다. 다섯째, 인지된 용이성은 인지된 유용성에 대해 정적 영향을 미쳤으며, 인지된 용이성과 인지된 유용성 모두 지속이용의도에 정적 영향을 미쳤다. 본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 '먹방' 콘텐츠의 지속이용을 파악할 수 있는 모델을 정교화하였다는 점에서 학술적 의의가 있을 것이다. 후속연구에서는 유튜브 '먹방' 콘텐츠의 지속이용의도 관련 모델의 정교화를 위해 다양한 이론과 모델들을 통합 적용해 볼 필요가 있을 것이다.

• 마케팅과학연구
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• 제18권4호
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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.

• 대한가정학회지
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• 제33권4호
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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.

• 대한치과기공학회지
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• 제44권2호
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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.

• 복식
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• 제28권
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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.

• 한국식품조리과학회지
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• 제32권6호
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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.

• 디지털융복합연구
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• 제15권1호
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• pp.97-108
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• 2017

Web 2.0 환경의 도래 이후 SNS 등을 기반으로 한 온라인 커뮤니티에 이용자들이 자발적이고 적극적으로 정보를 공헌하고 있다. 이에 본 연구는 온라인 커뮤니티에서 정보공헌에 영향을 주는 주요 요인을 규명하여 검증하고자 한다. 동기 이론, 정보리터러시 및 자기표현이론에 기초해서 온라인 커뮤니티에서 정보공헌에 영향을 주는 요인을 도출하여 연구모형을 제시하였다. 온라인 커뮤니티에 정보 또는 지식을 업로드한 경험이 있는 사용자들을 대상으로 설문조사를 실시하여 설문데이터를 수집하였다. 총 262개의 설문데이터를 기반으로 구조방정식모형을 이용하여 연구가설을 검증하였다. 연구결과, 온라인 커뮤니티에서 자기표현동기는 정보공헌과 정보표현능력에 긍정적인 영향을 주었다. 정보리터러시는 정보표현능력의 결정요인으로 검증되었고, 정보표현능력은 정보공헌에 기여하는 것으로 나타났다. 또한 인정 동기는 정보표현능력과 정보공헌에 긍정적인 영향을 미치는 것으로 검증되었다. 본 연구결과는 온라인 커뮤니티에서 정보공헌을 설명할 수 있는 학문적 시사점과 실무적 시사점을 제공한다.

• 한국콘텐츠학회논문지
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• 제21권10호
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• pp.217-226
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• 2021

본 연구에서는 이용과 만족 이론을 바탕으로, TikTok 이용 동기(오락추구, 정보추구, 상호작용, 자기표현, 도피)의 강도와 각 동기가 사용자의 밀착도(이용 빈도, 이용 시간)에 미치는 영향을 조사하였다. 중국인 TikTok 사용자들을 대상으로 조사하여 101건의 조사결과를 분석한 결과는 다음과 같다: 첫째, TikTok 이용 동기의 강도는 오락추구, 정보추구, 상호작용, 자기표현, 도피 순서로 나타났으며, 이 중 오락추구와 도피의 동기는 여성의 경우가 남성의 경우보다 더 높았다. 둘째, 사용자 밀착도 중 이용 빈도에 대해서는 사용자의 오락추구, 상호작용, 도피 등 동기의 영향력이 유의미한 것으로 나타났으며, 상호작용의 영향력이 높았다. 셋째, 이용 시간에 대해서는 오락추구, 도피 등 동기의 영향력은 유의미한 것으로 나타났다. 이는 오락추구, 상호작용, 그리고 현실을 도피하고 싶을 때에 TikTok을 자주 이용하게 되고, 오락추구나 현실을 도피를 하고 싶을 때 TikTok 이용 시간도 길어진다는 것을 의미한다.