• Journal of the East Asian Society of Dietary Life
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• v.20 no.1
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• pp.149-158
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• 2010

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

• 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.

• Korean Journal of Culture and Social Issue
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• v.14 no.1_spc
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• pp.167-186
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• 2008

This study is to investigate, from the perspective of implicit theory, what elements influence children's motivation to learn and how their configurations are different according to different sexes. One analysis was based on answers to a motivation questionnaire by fourth to sixth graders from four different cities in South Korea. The subjects children were most highly motivated to learn were math and science for boys, and math and English for girls, respectively. Factors influencing the motivation were near 30 in number, including later happier life, joy of learning, parental rewards, pleasure of being informed, and meeting parental expectations, among others. Another analysis was an exploratory and confirmative factor analysis on motivation to learn among 856 fourth to sixth graders randomly sampled from 7 different cities all over South Korea. Factors revealed to contribute to the motivated learning here were five factors of utility, interest, recognition, knowledge acquisition(being informed), and expectancy sufficiency. There were some differences in the structure of factors between sexes; importance was given to five factors of utility, interest, recognition, knowledge acquisition, and expectancy sufficiency in descending order for boys, and six factors of interest, utility, rewards, recognition, expectancy sufficiency, and competition for girls.

• Journal of the Korean Society of School Health
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• v.3 no.2
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• pp.88-95
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• 1990

In order to promote the Generalized Health Beliefs between the medical doctors and university students for more comprehensive health control, we researched the Generalized Health Beliefs invented by Dr. Cockburn and microsystemic enviromental factors. As a result, we obtained the following conclusion from the study: 1. Analytically possible answers were given by 525 students (92.6%), and among them, 356(67.8%) male students, and 196(32.2%) female students. 2. Items for Generalized Health Beliefs, Which were divided into 4 factors: 4 items for seriousness of health, 3 items for the barrier of medical utility, 4 items for the medical motivation, and 4 item for the control over illness. 3. Cronbach's alpha constant for respective analytic factors revealed that the seriousness of health; 0.92, the barrier of medical utility; 0.94, the medical motivation; 0.44, and the control over illness; 0.76. 4. The seriousness of health was influences by gender, origin of birth, residence, and frequency of visiting a doctor during one year period (<0.05). 5. The barrier of medical utility differs from origin of birth, residence, and frequency of visiting differs from origin of birth, residence, and frequency of visiting a doctor(<0.05). 6. Gender was found to be an influencing factor in the medical motivation, and gender and religion in the control over illness(<0.05).

• (The) Korean Journal of Educational Psychology
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• v.28 no.1
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• pp.1-21
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• 2014

Two studies were conducted to investigate the interactive effect between temporal proximity of utility value and self-efficacy on situational interest and reengagement motivation. In study 1, university students were provided with either proximal or distal values of mental calculation task. Hierarchical regression analyses showed a significant interaction effect between distal utility value and high self-efficacy, indicating that distal utility value was more effective to induce situational interest and reengagement motivation for students with higher level of self-efficacy. In study 2, we replicated study 1 with high school students to investigate developmental differences and found the same results. These findings suggest that it is important to consider the level of self-efficacy and proximity of utility value in designing value intervention program.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.6
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• pp.957-962
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• 2007

By focusing on the consumers who have experienced ethnic restaurants in Korea for the last three months, this research intends to figure out relations among utility motivation, pleasure motivation, ostentation motivation and feeling of pleasure and how they effect consumers' emotions and level of satisfaction to find out about more desirable services and characteristics for the consumers in order for the ethnic restaurants to secure more competitiveness, and to inform how they should set their aims for more success. This research limited surveyees to online consumers who have experienced ethnic restaurants in the past three months. The period of survey was from April 25 2007 to May 10 2007. For basic analysis of actual research, SPSS program was used to analyze the Cronbach a and factor analysis. And structural equation modeling analysis was used to analyze correlations and grade of effectiveness of variables proposed in the research hypothesis utilizing Window AMOS 5.0. As a result of this research, utility motivation has effect on the happiness and the other motivation has effect on the enjoyment. Enjoyment effect on the happiness and only happiness effect on the satisfaction. Satisfaction has effect on the re-visit intention. Through this research, it could proposes a strategic direction to which the increasing ethnic restaurants should develop themselves.

• Korean Journal of Human Ecology
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• v.11 no.4
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• pp.367-380
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• 2002

This study tries to search and analyze empirically the clothing merchandise purchase motivation and behavior made by foreign visitors who bought clothes as tour memorials in South Korea. To make a empirical study we made survey research and evaluated 30 items for the survey of clothing purchase motivation and 25 items for the survey of the importance and satisfaction revealed at the time of purchase with the standard of Likert 5 point. We had chosen 614 sample participants including 176 English speakers, 211 Japanese speakers, and 277 Chinese speakers among those foreign tourists who had purchased clothing materials at the Dongdaemun Shopping Mall. The result of analysis is as follows : As the result of factor analysis about the clothing merchandise purchase, we had 6 factors. They are (1)impulse, (2)utility, (3)fashionableness, (4)tour commemoration (5)psychology (6)economy. As the result of cluster analysis based on the standard of selected 6 factors of clothing merchandise purchase motivation, we could divide three groups such as (1)the pursuit type of clothing merchandise purchase, (2)the pursuit type of recreation of feeling (3)the pursuit type of tour memorial. As the result of analysis on the items of purchased clothing merchandise, the highest frequency of purchase was made by T-shirt, then by the order of sweater, blouse, and aloha shirt, pants, and jacket. In regard to the importance of items related to clothing merchandise, the highest importance was made by design, then by the order of price, size, color and utility, and style. In regard to the items related to the service of shopping mall, the highest satisfaction was made by the convenience of business hour. Meanwhile, the lowest satisfaction was made by the inconvenience of fitting room, the speaking and by ability of foreign languages by sales agents.

• Journal of the Korean Applied Science and Technology
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• v.40 no.5
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• pp.1001-1009
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• 2023

Flow is a concept closely related to intrinsic motivation and is considered a positive factor in sports performance in sports psychology. The purpose of this study was to confirm the addictive nature of Flow through previous studies and propose a new hypothesis that Flow may decrease intrinsic motivation in the long term, unlike previous studies. In line with adaptation level theory and the law of diminishing marginal utility, the satisfaction derived from Flow is continuously decreasing. At some point, the individual's progress is limited and they reach a point where they no longer experience FLOW. However, the individual will continue to try because the desire to experience FLOW again exists. However, failure to experience FLOW and repeated failure will lead to sadness, which will decrease intrinsic motivation.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.5 no.7
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• pp.33-42
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• 1982

The standard theory of production treats human and non-human inputs in the same way. Inert Areas Theory drops this assumption. One distinction is obvious. Human capital, the source of human inputs, can not be purchased outright by firms. Usually what is purchased are units of labor time. What is critical is directed effort, at or beyond some level of skill. Direct effort, however, involves choice and motivation, and these are the critical variables left out of the standard theory. Leibenstein introduces the concept of "inert areas" by which he means "a set of effort positions whose associated levels of utility are not equal but in which the action required to go from a lower to a higher utility level involves a utility cost that is not compensated for by the gain in utility." This idea is used when discussing the behavior of firm's management.f firm's management.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2002.11a
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• pp.115-121
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• 2002

The objective of this study is to find out demographic characteristics, motivation to move, housing values, and present housing satisfaction of expected purchasers, so that the results contribute to better planning of the medium size apartments at Guyoung in Ulsan city The field survey on 472 households has been carried out at suburbs of Ulsan. Major findings are as follows : 1) Demographic characteristics, motivation to move, housing values, and present housing satisfaction differ as the size expected purchasers live in at present. 2) To increase the motivation to move to Guyoung, well designed of planning common space, parking area, cultural and welfare facilities is essential. 3) To enhance the satisfaction level, better plan of dinning space and second bathroom is important for the apartments of 20py.s(~$m^2$), and that of family bathroom and utility space for the apartments of 30py.s(~$m^2$).