• 융합경영연구
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• 제12권1호
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• pp.29-38
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• 2024

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

• 한국의류학회지
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• 제29권3_4호
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• pp.438-448
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• 2005

The purpose of this study was to identify the relationships among physical growth, body criticism from others, sociocultural attitude toward physical appearance, body image, self-esteem, and clothing attitudes. The data were collected from 439 junior high school girls living in Seoul, Korea, via a self-administered questionnaires, and were analyzed by factor analysis and LISREL models. The results of this study were as follows: 1) Among three sub-variables of physical growth, the height had a positive effect on the affective aspect of body image. 2) The body criticism from others had the effect neither on the sociocultural attitude toward physical appearance nor on the affective aspect of body image. 3) The sociocultural attitude toward physical appearance had a negative effect on the affective aspect of body image and a positive effect on the cognitive/behavioral aspect of body image. 4) The affective aspect of body image had a positive effect on the cognitive/behavioral aspect of body image, self-esteem, and clothing attitude. However, the cognitive/behavioral aspect of body image had the effect on clothing attitude. 5) The self-esteem had no significant effect on clothing attitudes.

• 한국의류학회지
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• 제39권5호
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• pp.728-744
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• 2015

Brand love contributes to consumers' positive post-purchase behavior; therefore, fast fashion brand marketers should make more efforts to develop marketing strategies to promote brand love in the increasingly competitive fast fashion industry. This study identified the antecedents and consequences of fast fashion brand love to provide insights into brand love. Brand-related variables (affective brand experience, self-expressive brand, and hedonic brand attitude) were considered as antecedents, and post-purchase behavior variables (loyalty and positive word of mouth) were considered as consequences. It was hypothesized that affective brand experience, self-expressive brand, and hedonic brand attitude directly and indirectly influence brand loyalty and positive word of mouth through brand love. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. Factor analysis revealed that all variables were uni-dimensional. Tests of the hypothesized path showed that affective brand experience and self-expressive brand indirectly influenced brand loyalty and positive word of mouth through brand love versus the direct influence of hedonic brand attitude. The results suggest some implications for fast fashion brand marketers.

• 한국실내디자인학회논문집
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• 제15권3호
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• pp.173-183
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• 2006

Design is inseparably related to aesthetics. In spite of that, it is difficult to explain the precise aesthetic variables that affect the aesthetic value of space or environment. Therefore, this study intended to find the relationships between aesthetic variables by perceptual and affective judgement for space design with focus on complexity and preference variables. The research found low level of 'arousing' as well as high levels of affective dimension variables 'pleasant' and 'relaxing' evoked high preference. High preference also appeared in space design cases with high unity, order, and clarity with low contrast and complexity, which are variables of perceptual dimension. Complexity, one variables of preference by Kaplan, is in an inverse proportion to space preference. Thus, space design with high complexity has high level of 'exciting' and 'arousing' affective responses and relatively low level of 'relaxing' response. Additionally, it was confirmed that the most importantly influential factor on complexity was diverse components rather than visual richness and ornamentation.

• 한국조리학회지
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• 제23권3호
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• pp.186-195
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• 2017

The purpose of this research was to find the effect of leadership on organizational identification and organizational commitment in casino industry. Prepared questionnaires were distributed to 340 sample employees working in a domestic casino and then a total of 316 questionnaire were used for data analysis. This study was processed by carrying out internal consistency method, exploratory factor analysis besides frequency analysis, multiple regression analysis by using SPSS Win 19.0. The results of research are as follows: 1) transformational leadership had a positive effect on organizational identification. 2) Transformational leadership had a positive effect on affective commitment. 3) Transformational leadership and transactional leadership had a positive effect on continuance commitment. Therefore, this study suggests that transformational leadership is an important factor to raise the employees' organizational identification and affective commitment.

• 한국프랜차이즈경영연구
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• 제8권4호
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• pp.33-43
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• 2017

Purpose - Previous studies about corporate image generally explore how corporate image affects a company's effectiveness from the consumer view. However this study attempts to explore the impacts of corporate image (reliability, friendly, corporate social responsibility, and innovation) on employees' altruistic behaviors in the franchise industry context. This study also examine whether organizational trust and affective commitment play a mediating role in the relationship between corporate image and employees' altruistic behaviors. The authors developed several hypotheses to achieve these purposes. Research design, data, and methodology - The data were collected from employees in food-service franchise companies located in Seoul, Korea. Among a total of 363 questionnaires distributed, 294(response rate of 81%) questionnaires were returned. After excluding 18 invalid respondent questionnaires, 276 valid questionnaires(response rate of 76%) were coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 21 and SmartPLS 3.0. Result - The findings of the study are as follows: First, friendly, CSR, and innovation had positive effects on organizational trust, but reliability did not have a significant effect on organizational trust. Second, reliability and friendly of corporate image had positive effects on affective commitment, but CSR and innovation did have a significant effect on affective commitment. Third, organizational trust and affective commitment had positive effects on employees' altruistic behaviors. Conclusions - The aim of this study is to investigate the franchise corporate image as a significant influencing factor of employees' altruistic behaviors. The data were collected from only employees from franchising companies. The findings might vary from position to position. Future studies need to collect and compare data from managers. Future studies need to consider other variables that affect employees' altruistic behaviors. For example, leadership and market orientation might influence employees' attitude and behaviors. Also, future research should include other variables and it may have limitations in sample representative because of sampling franchise corporate in Seoul. Future studies will include franchise corporate all over the country. Future studies can also consider other variables (e.g., job performance and turnover intentions) to measure employee performance at the level of individuals and identify the impact of employee performance on business performance at the level of corporate.

• 대한인간공학회지
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• 제29권1호
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• pp.25-31
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• 2010

It is known from consumer surveys that the interior design of cars greatly influences on consumers' affection. Most notably, the instrument panel which occupies the driver's attention while driving would be one of the main components that affect consumer's affection, but the designer does not often put due importance to this design component. The purpose of this study is to define consumers' affection on the instrument cluster panel in terms of its design factors: color of panel lighting and layout of meters as independent factors. Semantic differentials or affective adjectives that are related to the instrument panel were first derived from surveys, existing studies and the available literature. Then, representative affective factors were drawn using factor analysis and multi-dimensional scaling (MDS). Evaluation of the instrument panel was performed and analyzed by Taguchi's robust design to provide more robust results under various noise factors which are color and material of car interior. Experiment revealed that consumers had five affective factors on the instrument panel and luxurious, charming, and visible affections are grouped into a factor and unique and dynamic affections in another factor. Evaluation of the instrument panel by Taguchi's robust design found that the white color of panel lighting and the panel with four meters was the most preferred design in terms of both the affection of luxury and uniqueness.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• 한국수학교육학회지시리즈C:초등수학교육
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• 제26권3호
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• pp.199-217
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• 2023

수학 교육에서 정의적 영역을 지속적으로 강조하고 있으나 학생들의 수학에 대한 자신감이나 흥미는 크게 변화하지 않고 있다. 이에 본 연구에서는 학생들의 학업 성취도에 따른 정의적 특성에 미치는 요인을 분석하였다. 연구는 학교에서의 수학 교육 요인과 사회적 환경 요인으로 구분하여 초등학교 5-6학년 학생 593명을 대상으로 실시하였다. 연구결과 초등학생들은 학업성취도와 관계없이 자신의 정의적 특성에 가장 많은 영향을 미치는 요인으로 '학교에서의 수학 수업'을 꼽았다. 그 외에 상 수준의 학생은 '수학 사교육'과 '대학 입시와 직업', 중 수준의 학생은 '학교에서의 평가'와 '수학 사교육', 하 수준의 학생은 '학교에서의 평가'와 '수학 교과서' 순으로 가장 많은 영향을 미친다고 응답하였다. 특히, 학업성취도가 낮아질수록 학생들의 수학 수업 참여도가 급격히 줄어들었으며, 그 이유로 가장 많은 학생들이 배우는 수학 내용이 너무 어려워서라고 응답하였다. 이러한 연구결과를 고려할 때, 정의적 특성을 향상시키기 위해서 '학교에서의 수학 수업'에서의 변화가 우선적으로 필요하며, 학생들의 학업성취도에 따라 정의적 특성의 향상 방안을 적용하는 것이 효과적일 것이다.

• 한국조사연구학회지:조사연구
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• 제13권1호
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• pp.89-112
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• 2012

본 연구는 세대간 애정적 결속의 양상과 결정요인을 부계와 모계로 구분하여 분석하고자 하였다. 세대간의 경제적, 도구적 정서적 지원을 통한 기능적 결속이나 잦은 만남 내지 연락을 통한 교류적 결속 거주지의 근접성을 바탕으로 한 구조적 결속의 양상과 변화에 대한 연구들과 달리 세대간 친밀감을 나타내는 애정적 결속에 대한 연구는 부족한 편이었다. 본 연구에서는 손자녀가 조부모에 대해 느끼는 정서적 친밀감을 종속변수로 하여 애정적 결속이 어떻게 나타나는지 살펴보고자 하였다. 또한 앞서 언급한 기능적, 교류적, 구조적 결속같은 요인들이 어떻게 애정적 결속에 영향을 미치는지를 살펴보고자 하였다. 이를 위하여 2011년 7월에 조사된 세대별 문화경험과 문화인식에 관한 설문조사에서 자녀가 있는 기혼이면서 양가 부모중 적어도 한분씩은 생존해 있는 30~59세 응답자 330명을 대상으로 분석하였다. 방법론으로는 '양가 조부모에게 느끼는 친밀감이 같다'라는 응답을 준거집단으로 삼은 다항로짓회귀분석을 사용하여 부계와 모계간에 변수별 영향력이 어떻게 다르게 나타나는지 보았다. 그 결과 부계에서는 경제적 지원 관계가 애정적 결속을 높이는 주요한 요인으로 드러난 반면, 모계에서는 경제적 지원뿐 아니라 도구적, 정서적 지원도 주요한 요인으로 작용하고 있음을 확인할 수 있었다.