• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.51-58
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• 2023

The purpose of this study is to identify various variables that affect the intention to use the metaverse, which has recently attracted attention. In particular, while previous studies have focused only on the variables that have a positive effect on the spread of the metaverse, this study tried to examine both the use and resistance perspectives by examining the psychological variables of consumers who reject specific changes, such as innovation resistance. By constructing consumer characteristics and innovation characteristic variables that affect innovation diffusion, the relationship between innovation resistance, attitude toward the metaverse, and intention to use the metaverse was examined. As a result of the study, it was found that innovation propensity, social image, and conformity had a negative effect on resistance to the metaverse. In addition, innovation propensity, social image, suitability, relative advantage, complexity, and observability mediate innovation resistance and attitudes toward the metaverse, and were finally revealed as variables that have positive or negative influences on the intention to use the metaverse.

• Journal of Digital Convergence
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• v.12 no.9
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• pp.359-367
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• 2014

This study aimed to identify empirically the differences of user interface experience factors for such manufacturers as Samsung, LG, Sky, Apple, etc., which are fiercely competing in the mobile market at home and abroad. In addition, this study aimed to verify how different the impact of such user interface experience factors on product attitudes and intention to repurchase would be for each manufacturer. As a result of the study, it was verified that there was a difference in the user experience between the manufacturers for all of the factors forming user satisfaction experience, which included information, interaction, useful experience and design experience satisfaction. Second, it was also verified that there was a difference between the manufacturers in terms of product attitudes. Lastly, it was verified that there was a difference between the manufacturers in terms of intention to repurchase. Specifically, it was found that Samsung had a higher degree of intention to repurchase than LG and Sky, whereas Apple had a higher degree hereof then Samsung. It is expected that the above results of study will provide the aforementioned manufacturers useful implications for establishing UI strategies through the contemplation of differences for each manufacturer in addition to the expansion of studies related to UI experience.

• The Journal of Natural Sciences
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• v.8 no.2
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• pp.181-189
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• 1996

We investigated the relationship between the attitudes and brand preference on the expression techniques of advertisement of underwears and actual buying. A total of 233 females living in Seoul and Taejon were surveyed to compare these points of five major underwear brands (Vivien, Ravora, Wacoal, Calvin Klein, Let'xes).The survey showed that the responders reacted more positively to the revolutionary advertising techniques of the Calvin Klein, and Let'xes than to the more conservative techniques of the Vivien, Ravora, and Wocoal.The most positive response was obtained from the Calvin klein's revolutionary techniques while the most negative response from the Ravora. The most preferred brand was the vivien, followed by the Calvin Klein, Wacoal, Ravora, and Let'xes. The degree of preference varied according to the demographic variables like age, schooling, income, occupation, and residential area. As for the motive of preference, the Calvin Klein ranked best in respect to shape, quality, advertisement, and comfortability. The price factor was best for the Ravora. The Let'xes ranked worst in all aspects. However, there was discrepancy between the attitudes on advertisement and the actual buying, this implying that the attitudes on advertisement did not seem to directly affect actual purchasing behavior.

• Korean Journal of Cognitive Science
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• v.25 no.1
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• pp.25-49
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• 2014

Advertisement for one type of product competes against another type using different advertising strategies. It is important to know which factors influence people's perception of the message within the advertisement and their formation of attitudes towards the advertisement. Using multidimensional scaling, this study investigated what main factors were important when people perceive beverage advertisements on TV. A positioning map was constructed based on similarity ratings of 14 drink advertisements. We examined the meaning of the three dimensions of the positioning map by asking a different group of participants to rate on components of attention, attitudes toward advertisements and products, and intention to purchase the product in each advertisement. It was found that three dimensions in the map was attention to content, color, and motion respectively. More importantly, the attentional component to content was related to the attitude of affection and action toward a beverage introduced in advertisement. These results suggest that content-based attention in advertisements induces a positive attitude toward the advertisements.

• The Journal of Korean Society for School & Community Health Education
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• v.9 no.2
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• pp.1-13
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• 2008

Objectives: Literature has shown the relationship between the use of harmful media and sexual behaviors among adolescents. Laws and regulations of violent and sexual mass media are getting stricter, but young children reported that they were still accessible to these harmful materials. It might be due to the development of new techniques in media delivery and new trends of game addict among Korean adolescents. Since there were very few studies on recent harmful media available to young children, the authors explore the usability of harmful media and identify related factors that can predict adolescent sexual attitudes and activities. Methods: This study was conducted secondary analysis using the internal data that were drawn from National Youth Committee's survey of adolescent harmful environment in 2007. The self-reported questionnaires were administered to 13,721 adolescents who were randomly selected based on strata of geography, school, and gender. Results: Adolescents accessed mostly to NC-19(No Children under 19) TV programs(35.8%) and AO(Adult Only) games(35.5%). Most of them reported that they did not have difficulty in the contact of these harmful media. The factors that can predict adolescent sexual intercourse are male adolescents, attending high school, not being satisfied with family life and school, contact with phone-advertising of sex, AO games and other online games, viewing adult videos, or reading adult books. Conclusions: When sex education is designed, an instructor considers not only students' demographic characteristics but also the strategies to deter the use of harmful media especially for game materials.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.117-123
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• 2020

This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.

• Asian Journal of Business Environment
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• v.1 no.1
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• pp.13-20
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• 2011

This study is conducted to verify existing differences in consumer attitude according to distributor type and PB product type. Pre-test was conducted for this study in order to select the distributor and to classify the product type, FGI was conducted with 10 graduate students of K university in Kyong-gi. This study survey housewives, office workers, and university students excluding the participants in the pre-test. In the final analysis, research hypothesis is verified through the data of 280 answers in Korea. This research is conducted with a factor design of 3 types of distributors -department store, discount store, convenience store-and 2 types of product -utilitarian product, hedonic product. To verify the hypotheses, ANOVA is carried out. Reliability test of each measurement variables, Cronbach α coefficient is used. For each analysis, SPSS Windows 15.0 statistical program is used. The findings suggest that First, according to the size and characteristics, distributors are classified into department stores, discount stores, and convenience stores and it is verified whether if there are differences in consumers' attitude (product attitude, brand attitude and purchase intention) by the effect of different distributors. Results showed that product attitude is statistically significant. Second, product type is classified by two categories according to whether the product seeks for practicality or emotional pleasure - Utilitarian product and Hedonic product. In this context, the result after verifying whether if there is difference in the attitudes -product attitude, brand attitude, and purchase intention - in accordance with the product types is shown that utilitarian products makes bigger difference compared to hedonic products. Third, it is confirmed that there is interaction effect between product attitude and purchase intention according to the distributer type and product type. However, we find that in terms of brand attitude, there is no interaction effect. The implications of this research is as the following. First, we propose the need of PB product development and marketing strategy, which considers the product types in accordance with the scale and features of each distributor. Second, PB products should break away from the simplicity of standardized products and consider the different features of distributors. Distributors will be in need of a strategy to build a compelling brand that can differentiate itself from other distributors. This will contribute to the improvement in reliability and formation of product value.

• Journal of the Korea Convergence Society
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• v.10 no.7
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• pp.133-139
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• 2019

This study investigated what type of destination image on Facebook increases positive attitude towards the destination and desire to travel. More specifically, we hypothesized that Facebook user's public self-consciousness will moderate the advertising effect, so we tested the difference in attitude towards the destination and willingness to visit and recommend based on the type of destination image (presence/absence of a tourist in the image) and user's public self-consciousness (high/low). As a result, when a tourist was present in the photo, positive attitude toward destination was higher than when absent. In addition, the high public self-consciousness group showed greater attitude toward destination and higher willingness to visit and recommend than low public self-consciousness group when a tourist was present in the image. However, the low public self-consciousness group showed no difference depending on the presence of a tourist. This research not only is academically significant as it experimentally tested advertising effect depending on type of destination image and Facebook user's public self-consciousness, but also holds practical significance as it suggests advertisement method to consider consumer's predisposition.

• Journal of Fashion Business
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• v.20 no.3
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• pp.104-118
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• 2016

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

• Journal of the Korean Society of Costume
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• v.28
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• pp.187-204
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• 1996

Clothing is high-involvement products which is closely related with human being both physically and psychologically. It is the prod-uct bought by consumer repeatedly and needs lots of information according to the changing of modes. The comsumer is very sensitive to the advertisement when they purchase the clothing products. Therefore the importance of the advertising is remakably emphasized in these days. According to the qualitative and quantitat-ive growth of advertisement the unique mar-keting strategy must be deviced that is differ-ent from the past. This thesis focuses onthe importance of afection which is more pre-ferred when consumer contacts the advertise-ment. And this study purposes on the provid-ing the basic data to plan effective clothing advertisement by way of analyzing how atti-tude-forming affects the purchase intend of the comsumer. The findings of the study are as follows. 1. Sense-pursuit tendency is strongly ap-peared among the low-age not-married groups. 2. By the factor analysis of consumer re-sponse in each advertisement 5 factors proved to be valid ones 3. There were significant differences be-tween the brand-used and advertisement ex-perienced customers according to the adver-tisement/brand attitudes. 4. There were no significant differences be-tween the application of clothing advertise-ment and demographic character. 5. The affective response more affects on cognitive response and purchase intend in 4 modes of advertisement. 6. From the pathes of the brand-used experi-enced to purchase intend the characteristics showed up in each advertisement.