• Asia Marketing Journal
• /
• v.15 no.3
• /
• pp.117-139
• /
• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Korean Journal of Culture and Social Issue
• /
• v.18 no.4
• /
• pp.505-532
• /
• 2012

The purpose of this study was to examine the relationship among the growth period wounds, inferiority complex and personality disorder of teenaged students, which affected their mental health. The subjects in this study were 2,110 secondary students. After a survey was conducted, the collected data were analyzed. Whether there would be any differences among the adolescents in those factors were analyzed, and multiple regression analysis and path analysis were carried out. As a result, there were relatively more significant problems with the growth period wounds, inferiority complex, personality disorder and mental health of the students who were girls, who were high schoolers, whose household economy was more vulnerable and whose academic standing was lower. The growth period wound that exerted the largest significant influence on inferiority complex was happiness, followed by wound of security and wound of recognition, and the growth period wound that had the greatest significant impact on personality disorder was happiness, followed by wound of security, wound of confidence, wound of love and wound of equity. The growth period wound that exercised the biggest influence on mental health was happiness, followed by wound of security, wound of confidence, wound of love and wound of equity. As for the influence of the variables related to mental health, the indirect effects of the growth period wounds through personality disorder and inferiority complex were greater than their direct effects. The findings of the study suggest that growth period wounds are likely to lead to inferiority complex and personality disorder and ultimately to the injury of mental health, and indicate the importance of healthy family environments and of educational environments in the growth period.and mental health was analyzed, there was a statistically significant positive(+) correlation among all the variables. Third, the wound factors related to happiness and stability were identified as the factors that affected inferiority complex among the growth period wound factors. Personality disorder was found to be under the influence of the wound factors related to happiness, stability, love, confidence and a sense of equality in the growth period, and mental health was found to be affected by the wound factors related to happiness, stability, confidence, love and a sense of equality. Fourth, the growth period wounds had a direct impact on mental health, and inferiority complex played a significant mediating role at that time. Every subfactor of personality disorder also produced significant mediating effects except the wound factor of pride. The above-mentioned findings suggest that every possible effort should be made to let secondary students get hurt less to promote their mental health and resolve their mental health problems, and that professional counseling intervention and institutional assistance are required to help them to remove their inferiority complex and personality disorder.

• Journal of the Korean Recycled Construction Resources Institute
• /
• v.11 no.3
• /
• pp.282-288
• /
• 2023

In this study, we analyzed the amount of roadside fine dust generated from newly constructed specially modified asphalt pavement and general asphalt pavement from existing roads. We collected the 1,000 g (100 g/day) of dust samples from the roadside of the express bus terminal and commercial facility area in Chungcheongnam-do's C site at three-day intervals during the summer of 2022 and 2023. The collected samples were separated from fine dust according to size in the 75-150 ㎛ range and, were separated only from Tire and Road Wear Particles through density separation. No.1-3 are general asphalt pavement section as an existing road. Fine dust and Tire and Road Wear Particles in No.1-3 were 24.27 g, 24.36 g, 0.53 g, and 0.53 g, respectively, and the quantitative results for 2022 and 2023 were similar. On the other hand, No.4-6 are newly constructed specially modified asphalt pavement section. Fine dust decreased by 14.8 % and tire and road wear particles decreased by 29.6 % in 2023 compared to 2022 in No.4-6. In addition, according to the results of thermogravimetric analysis, Tire and road wear particles in No.1-3 are tire and road components at 30 % and 70 %, respectively. And Tire and road wear particles in No.4-6 are tire and road components at 35 % and 65 % in 2023, respectively. From these results, it was confirmed that the newly constructed specially modified asphalt pavement can be effective in reducing roadside fine dust and Tire and Road Wear Particles. However, there may be some shortcomings in conclusive research results due to limited space and sample collection period. In the future, we plan to conduct various case studies.

• Korean Journal of Culture and Social Issue
• /
• v.14 no.4
• /
• pp.19-37
• /
• 2008

The youth unemployment issue has not shown any improvement in years. The purpose of this study was to observe how employment issues affecting university students influence their life aims, self-efficacy, view of reality, view of the future, and life satisfaction. 239 students from three universities located in Seoul and Gyeonggi province were assessed through the instrument FLL and questions about employment issues, their life aims, life satisfaction and also their employment perspective. A total of 34 items of the FLL were divided through factor analysis into six higher life aims, self-love, family love and interpersonal aims, personal-financial aims, social-public aims, moral aims and political and ideological aims. Using Cluster analysis, three group profiles were found depending on the employment perspective such as a better view of reality, better self-efficacy, and better life satisfaction. A t-test was conducted in order to compare the two groups classified according to favorable or unfavorable employment perspectives. No significant differences existed between the groups in the perception of youth unemployment or in social-demographic factors, such as gender, age, and academic year. However, in life aims, the unfavorable group showed significantly higher interest in the domains of family love and interpersonal aims, personal -financial aims, and social-public aims than the favorable perspective group. Conversely, this group showed a significantly greater negative view of reality in most life domains, as it evaluated that its aims are more poorly achieved than the comparable group. Also, the unfavorable perspective group showed a lesser degree of self-efficacy in most life domains and the same in the category of life satisfaction, i.e., lesser satisfaction in all life domains except for family love, and moral aims. However, no significant difference existed between the groups in the view of the future. The results were discussed in relation to other social-cognitive factors for life satisfaction found in preceding studies.

• Economic and Environmental Geology
• /
• v.56 no.6
• /
• pp.715-728
• /
• 2023

Tracksite of pterosaurs, birds, and dinosaurs in Chungmugong-dong in Jinju was designated as a natural monument in 2011 and is known as the world's largest in terms of the number and density of pterosaur footprints. This site has been managed by installing protection buildings to conserve in 2018. About 17% of the footprints of pterosaur, theropod, and ornithopod in this site under management in the 2nd protection building are of great academic value, but observation of footprints has difficulties due to continuous physical and chemical damage. In particular, the accumulation of milk-white contaminants is formed by the gypsum and air pollutant complex. Gypsum remains evaporated with a plate or columnar shape in the process of water circulation around the 2nd protection building, and the dust is from through the inflow of the gallery windows. The aqueous solution of gypsum, consisting of calcium from the lower bed and sulfur from grass growth, is catchmented into the groundwater from the area behind the protection building. Pollen and a few minerals other constituents of contaminants, go through the gallery window, which makes it difficult to expel dust. To conserve the fossil-bearing beds from two contaminants of different origins, controlling the water and atmospheric circulation of the 2nd protection building and removing the contaminants continuously is necessary. When cleaning contaminants, the steam cleaning method is sufficiently effective for powder-shaped milk-white contaminants. The fossil-bearing bed consists of dark gray shale with high laser absorption power; the laser cleaning method accompanies physical loss to fossils and sedimentary structures; therefore, avoiding it as much as possible is desirable.

• Journal of Internet Computing and Services
• /
• v.24 no.6
• /
• pp.31-39
• /
• 2023

The purpose of this study is to propose a scientific performance evaluation framework for measuring and managing the overall outcome of complex types of projects that are linked to public demand-based commercialization, such as information system projects and public procurement, in integrated national R&D projects. In the case of integrated national R&D projects that involve multiple research institutes to form a single final product, and in the case of demand-based demonstration and commercialization of the project results, the existing evaluation system that evaluates performance based on the short-term outputs of the detailed tasks comprising the R&D project has limitations in evaluating the mid- and long-term effects and practicality of the integrated research products. (Moreover, as the paradigm of national R&D projects is changing to a mission-oriented one that emphasizes efficiency, there is a need to change the performance evaluation of national R&D projects to focus on the effectiveness and practicality of the results.) In this study, we propose a performance evaluation framework from a structural perspective to evaluate the completeness of each national R&D project from a practical perspective, such as its effectiveness, beyond simple short-term output, by utilizing the Hourglass model. In particular, it presents an integrated performance evaluation framework that links the top-down and bottom-up approaches leading to Tool-System-Service-Effect according to the structure of R&D projects. By applying the proposed detailed evaluation indicators and performance evaluation frame to actual national R&D projects, the validity of the indicators and the effectiveness of the proposed performance evaluation frame were verified, and these results are expected to provide academic, policy, and industrial implications for the performance evaluation system of national R&D projects that emphasize efficiency in the future.

• Information Systems Review
• /
• v.25 no.4
• /
• pp.131-159
• /
• 2023

Recently, amidst the backdrop of the COVID-19 pandemic shifting towards an endemic phase, there has been a rise in discussions and debates about the future of the metaverse. Simultaneously, major metaverse platforms like Roblox have been launching services integrated with generative AI, and Apple's mixed reality hardware, Vision Pro, has been announced, creating new expectations for the metaverse. In this situation where the outlook for the metaverse is divided, it is crucial to diagnose the metaverse from an ecosystem perspective, examine its key ecological features, driving forces for development, and future possibilities for advancement. This study utilized Wang's (2021) Information Ecology Theory (IET) framework, which is representative of ecosystem research in the field of Information Systems (IS), to derive the Metaverse Industrial Ecosystem (MIE). The analysis revealed that the MIE consists of four main domains: Tech Landscape, Category Ecosystem, Metaverse Platform, and Product/Service Ecosystem. It was found that the MIE exhibits characteristics such as digital connectivity, the integration of real and virtual worlds, value creation capabilities, and value sharing (Web 3.0). Furthermore, the interactions among the domains within the MIE and the four characteristics of the ecosystem were identified as driving forces for the development of the MIE at an ecosystem level. Additionally, the development of the MIE at an ecosystem level was categorized into three distinct stages: Narrow Ecosystem, Expanded Ecosystem, and Everywhere Ecosystem. It is anticipated that future advancements in related technologies and industries, such as robotics, AI, and 6G, will promote the transition from the current Expanded Ecosystem level of the MIE to an Everywhere Ecosystem level, where the connection between the real and virtual worlds is pervasive. This study provides several implications. Firstly, it offers a foundational theory and analytical framework for ecosystem research, addressing a gap in previous metaverse studies. It also presents various research topics within the metaverse domain. Additionally, it establishes an academic foundation that integrates concept definition research and impact studies, which are key areas in metaverse research. Lastly, referring to the developmental stages and conditions proposed in this study, businesses and governments can explore future metaverse markets and related technologies. They can also consider diverse metaverse business strategies. These implications are expected to guide the exploration of the emerging metaverse market and facilitate the evaluation of various metaverse business strategies.

• Korean Journal of Heritage: History & Science
• /
• v.56 no.4
• /
• pp.132-158
• /
• 2023

The five-story and seven-story stone pagodas at Cheongnyangsaji temple site in Gongju are located under the Sambulbong peak of Gyeryongsan mountain, and are known to have been built of the middle in Goryeo dynasty. As the two pagodas in which two types of Baekje stone pagoda coexist in one era, their historical and academic value are recognized. The seven-story pagoda was overturned by robbery in 1944, and as a result, the five-story pagoda was tilted. Although the two pagodas were restored in 1961, structural instability was continuously raised. In this study, measurement data accumulated from May 2021 to March 2022, and seasonal characteristics were reviewed, and the micro behavior of pagodas were analyzed according to temperature and precipitation during the same period. As a result, the micro thermoelastic behavior was repeated according to the daily temperature change in all sensors, and both the slope and the displacement showed microscale behavior. In the inclinometer, moisture containing the surface and inside of the stones repeated expansion and contraction due to temperature change, showing the micro movements. In particular, the upper part of the five-story pagoda moved up to 3.89° to the northwest, and the seven-story pagoda tilted up to 0.078° to the northeast. The maximum displacements were recorded as 0.127 and 0.149 mm in the five-story and the seven-story pagoda, respectively. These values tended to return to the original position at the end of the measurement, but did not recover completely, indicating a state requiring precise monitoring. The result obtained through the study can be used as basic data for the stable conservation of the two stone pagodas. Based on the behavioral characteristics considering various environmental factors should be analyzed, and the preventive conservation through the maintenance of measurement system built this time should be continued.

• Journal of Venture Innovation
• /
• v.3 no.2
• /
• pp.111-128
• /
• 2020

Recently, in the process of globalization of companies, the use of third party logistics providers (3PL) has been strengthened. Therefore, the purpose of this study is to test the effectiveness of the logistics information system provided by 3PL companies. This study is to test the relationship between the effect of the characteristics of the 3PL logistics information system on the shipper's supply chain performance, that is, logistics performance, customer performance, and organizational performance, and the shipper's loyalty to the 3PL company, that is, 3PL corporate performance. In addition, long-term relationship orientation is to test whether there is a moderating effect between the shipper company and the 3PL company. Through this, this study aims to provide strategic implications for improving the competitiveness of 3PL companies. In this study, a total 205 data were collected and used for analysis of shippers companies for hypothesis testing, and analyzed using SPSS 21.0 and AMOS 21.0 statistical programs. The results of the study are summarized as follows. First, it was found that the accuracy, timeliness, and usefulness of the 3PL logistics information system all had a significant positive (+) effect on the performance of the shipper's supply chain. Second, it was found that the accuracy, timeliness, and usefulness of the 3PL logistics information system all had a significant positive (+) effect on 3PL corporate performance. Third, it was found that the performance of the supply chain of the shipper company had a significant positive (+) effect on the performance of the 3PL company. Finally, it was found that long-term relationship orientation had a moderating effect on the relationship between the performance of the shipper company's supply chain and the performance of the 3PL company. The purpose of this study is to provide academic and practical implications for securing competitive advantage through the logistics information system of 3PL logistics companies.

• Journal of Venture Innovation
• /
• v.5 no.3
• /
• pp.81-98
• /
• 2022

In the recent COVID-19 pandemic, urban agriculture is attracting attention as a healing concept. In 2020, 1,848,000 people participated in urban agriculture activities in Korea. Therefore, this study was conducted to empirically analyze the factors affecting the intention to participate in urban agriculture, which is rapidly increasing. The theoretical basis of this study is the experiential economy theory of Pine II and Gilmore and the experiential theory of Schmitt. As independent variables, a total of five variables were set as the four elements of Pine II and Gilmore's experiential economy theory, namely, educational, entertainment, escapist, and aesthetic experiences, and relational experience reclassified using Schmitt's theory. Interest was set as a mediating variable between these independent variables and the dependent variable, intention to participate in urban agriculture. For empirical analysis, data were collected through a survey. Based on the significant 314 samples of the collected data, the hypothesis was tested through statistical analysis. First, as a result of testing the influence relationship between the independent and dependent variables, educational, entertainment, and escapist experiences had a significant positive (+) effect on the intention to participate in urban agriculture. The impact of the influence was in the order of entertainment experience, escapist experience, and educational experience. There was no significant influence relationship between aesthetic experience, relational experience and intention to participate in urban agriculture. On the other hand, as a result of this study, interest introduced as a mediating variable was found to play a mediating role between entertainment, escapist, aesthetic experiences and intention to participate in urban agriculture. The mediating effect of interest was not tested between educational, relational experiences and intention to participate in urban agriculture. This study approached urban agriculture participation from the concept of healing and analyzes the factors affecting participation in urban agriculture activities empirically based on a theoretical framework by combining and analyzing the representative Pine II and Gilmore theories and Schmitt theories. It had academic significance. In addition, it was meaningful to suggest that the healing concept approach is directional in relation to urban agriculture by revealing that entertainment and escapist experiences are important influencing variables in decision-making to participate in urban agriculture in practice.