• Science of Emotion and Sensibility
• /
• v.17 no.2
• /
• pp.13-24
• /
• 2014

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers' emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners' attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads - Attitude to Brands - Purchase Intention), showing significant value of (${\beta}$=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

• The Journal of the Korea Contents Association
• /
• v.14 no.7
• /
• pp.45-57
• /
• 2014

This study examines subjects' eye movement pattern and surveys their attitudes to the exposed advertisements on the Facebook. Different from the F-shaped pattern of the typical Web pages, users' eye movements on the Facebook have shown a rough H-shape. Even though a large number of users have shown F-shaped pattern on the ordinary Web pages in order to skip the contents of a Web, subjects' eye-movement pattern on the Facebook has H -shaped pattern due to the unique User Interface (UI) of the Facebook. With the right side and vertical arrangement of ads on the Facebook, users skip the page with having a large H-shaped pattern. In addition, this study set four AOIs(Area of Interest) that are advertising sections comprised on the Facebook Web page and measured fixation length within the AOIs then surveyed subjects' attitudes about the exposed ads. Through the experiment and survey, this study offers the optimum advertising position that can attract Facebook users' attention. As the result of experiment and survey, the second ad has the subjects' highest attitude to advertising and fourth ad is the next effectiveness and first and third ad followed. This study highlights the key implications to provide better user experiences(UX) and marketing strategies to users who are the consumers of companies and organizations which have a plan to put their advertising on the Facebook.

• Journal of Digital Convergence
• /
• v.17 no.11
• /
• pp.21-27
• /
• 2019

The study empirically analyzed the effects of content attitudes and recall on digital signage advertising appeal (information appeal vs. image appeal) and interactivity level (low vs. high). As a result, first, it was found that a moderately low level of interactivity had a positive effect on content attitudes and recall than when the level of digital signage was extremely high. In addition, at moderately low levels of interactivity, information appeals had higher content attitudes and recalls than image appeals. Second, the content of image appeal has a positive effect on attitude when the digital signage level of interactivity is high, and the image recall ad and information appeal ad have negative effects on recall. Third, the low level of interactivity of digital signage has a positive effect on the content attitude and recall of information appeal. With the advent of digital media in recent years, concerns about how to construct the level of interactivity and information content on a strategic level are increasing in practice. The results of this study are expected to suggest the direction of the strategic grounds for this.

• Journal of Hospice and Palliative Care
• /
• v.24 no.2
• /
• pp.74-84
• /
• 2021

Purpose: This study investigated knowledge of and attitudes toward advance directives (ADs) among middle-aged women in South Korea, their willingness to write ADs in the future, and the factors related to knowledge of and attitudes toward ADs. Methods: Data were collected using a self-administrated questionnaire completed by 154 middle-aged women aged 50 to 64 from February to March 2020. The questionnaire asked about participants' knowledge of and attitude toward ADs, willingness to write ADs in the future, experiences with life-sustaining treatment within their families, experience making decisions about life-sustaining treatment, and demographic characteristics. Results: Scores for both knowledge of and attitude toward ADs were relatively high. About 60% of participants gave wrong answers when asked if attorneys were required for writing ADs. A higher knowledge score was significantly associated with a higher attitude score (r=0.227, P<0.01). The women were more likely to be willing to write ADs in the future when they reported a middle income level rather than a lower income level (odds ratio [OR]=5.952, P<0.01), considered themselves unhealthy (OR=5.873, P<0.01), and graduated college or higher (OR=4.096, P<0.05). Furthermore, women who thought that ADs would have an impact on treatment (OR=1.869, P<0.05) and on their families (OR=1.447, P<0.05) were more likely to be willing to write an AD. Conclusion: This study shows that wrong information about ADs persists among middle-aged women, and significant factors associated with knowledge of and attitude toward ADs were identified. Targeted education programs about ADs need to be developed for middle-aged women.

• The Journal of Economics, Marketing and Management
• /
• v.6 no.4
• /
• pp.1-16
• /
• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• Journal of Hospice and Palliative Care
• /
• v.22 no.3
• /
• pp.134-143
• /
• 2019

Purpose: This methodological study was conducted to test the reliability and validity of an instrument that measures attitudes of advance directives (ADs) among nurses. Methods: 1) Sixteen items related to attitudes in the English version of the Knowledge, Attitudinal, and Experiential Survey on Advance Directives (KAESAD) were forward/backward translated into Korean. 2) The content was validated by an expert panel (three nursing professors and eight hospice nursing specialists). 3) The preliminary 12 items were selected as a tool to assess the Korean version of Nurses' Attitudes towards Advance Directives (NAAD-K). 4) The instrument was validated by a survey (n=216). 5) It was confirmed to use the 12 items for the final version of the instrument. Results: NAAD-K was shown to be valid in terms of factors, items and content. The three factors extracted from the factor analysis were named as follows: Caring for patients with an AD (factor 1), nurses' role in informing patients (factor 2) and patient right (factor 3). The three factors explained total variance 57.796%. Factor loadings of the 12 items ranged from 0.47 to 0.93. For the 12 items, Cronbach's alpha was 0.81, and Guttman split-half coefficient was 0.78. Conclusion: This instrument was identified to be applicable with satisfactory reliability and validity for further use in measuring nurses' attitudes towards ADs in hospice and palliative care.

• Journal of Industrial Convergence
• /
• v.18 no.3
• /
• pp.45-51
• /
• 2020

The purpose of this study was to examine the effects of Nursing ethics education(NE) on Spiritual well-being(SW), Attitude toward death(AD) and Perception of hospice palliative care(PH) in nursing students. This research used a one group pretest-posttest experimental design. Thirty hours NE program was given to 42 nursing students for six weeks. The collected data were analyzed using descriptive statistics and paired t-test with SPSS 18.0. program. As a result, there are no significant effects of NE on SW, AD and PH. However, it was found one thing interest that neither our nursing ethics education program nor others' had significant effects on attitude toward death. Nurses provide care to people at the end of their lives more often than any other healthcare provider. Therefore it is necessary to study the development of educational programs improving positive attitude toward death.

• Journal of the Korea Convergence Society
• /
• v.10 no.6
• /
• pp.139-146
• /
• 2019

In this study, we examined how consumers who experience HMD virtual reality advertising differ in their ad attitudes and memory effects according to Presence (cognitive presence, emotional presence, media presence) and engagement level. Particularly, in the case of memory effect, the information that the user memorizes through the advertising is divided into "Attribute-Related Memory (ARM)" and "Global-Related Memory (GRM)" Respectively. First, the attitudes toward HMD based virtual reality ads are positive regardless of the type of presence. Second, in the virtual reality advertising, if the level of engagement is low, ARM that memorizes the information of the product attribute is increased, whereas if the level of engagement is high, the GRM which is the memory of the attitude-based evaluation information about the product is increased appear. Third, if cognitive presence and media presence are low, then ARM is more memorable than GRM.

• Information Systems Review
• /
• v.25 no.2
• /
• pp.205-227
• /
• 2023

Recently, Virtual Human(VH) has begun to appear in various media, not only on social media, but also in advertisements, music sources, and dramas. Virtual human has become a primary marketing tool for companies, but there also exist concerns when the companies do not disclose the identities of virtual humans. Accordingly, it is necessary to examine users' responses toward content that features virtual humans. This study aimed to examine how the exposure of virtual humans in the content affects users' perceptions. Therefore, the study defined the concept of 'VH Disclosure(VHD)', referring to the exposure of the virtual human's identity, and explored the impact of VH disclosure on attitude toward the ad (Hedonism, Utilitarianism, and Interestingness) and source credibility (Trustworthiness and Expertise). The study conducted an experimental survey with 302 respondents. Regardless of when the ad featured a VH or a human, the results showed that there was no significant difference between users' attitudes and source credibility. The results revealed that it was more effective to disclose the VH in social media feeds than directly reveal the VH's identity in the content. Therefore, this study utilizes a new concept of 'VH Disclosure(VHD)' to enhance the understanding of VH and contributes to establishing marketing strategies optimized for consumers in the creation of virtual human-related content.

• Science of Emotion and Sensibility
• /
• v.16 no.1
• /
• pp.43-52
• /
• 2013

"Time versus money effect" refers to a favorable shift in consumers' responses activated by time(vs. money). In general, how people spend their time or money could reflect one's personal identity. Previous research indicates that drawing individuals' attention to time makes more effective in product satisfaction rather than money. Also, whereas because time is experienced as an experience, time activates more positive product satisfaction for experiential product rather than materialistic product, money has the reverse effect because money relates with possessions. Present study examined the effect of time and money on consumers' attitudes and decisions and the role of product type including smartphone. In experiment 1, participants evaluated their experiences or their own products(family restaurant, smartphone, premium jean). They satisfied more with their smartphones when activated by time than by money. In experiment 2, 3 image ads, a promotion image ad for each product(family restaurant, smartphone, premium jean), were offered to find the effect of time and money in promotion ads. The interaction effects between activating condition and product type were revealed on the product attitudes, product satisfaction, purchase intent, and personal connection reflecting the consistent time effect on smartphone. In addition, the main effect of the activating condition was significant which meant time activating ads were more effective than money activating ads.