• The Journal of Economics, Marketing and Management
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• v.12 no.1
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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.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.175-189
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• 2013

This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.

• Journal of The Korean Association For Science Education
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• v.34 no.5
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• pp.491-497
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• 2014

The purpose of this study is to investigate the structural relationships among the attitude toward science and science motivation such as affective characteristics, and self-regulated learning strategy such as cognitive factor of science achievement. 853 middle school students residing in Seoul completed questionnaires about attitude toward science, science motivation, and self-regulated learning strategy. The sample variance-covariance matrix was analysed using AMOS 20.0, and a maximum likelihood minimization function. The results are as follows: First, attitude toward science, science motivation and self-regulated learning strategy of middle school students were all found to have a significant direct effect on science achievement. Second, attitude toward science and science motivation in middle school students has a direct effect on the self-regulated learning strategy. Third, attitude toward science in middle school students has a substantial indirect effect on science achievement mediated by their self-regulated learning strategy. Forth, science motivation in middle school students has indirect effect on science achievement mediated by their self-regulated learning strategy. Therefore, in order to improve science achievement among middle school students, teachers should consider synthetically the affective characteristics such as attitude toward science and science motivation, and cognitive factor such as self-regulated learning strategy.

• Journal of Digital Convergence
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• v.17 no.10
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• pp.149-158
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• 2019

Drawing on literatures from communication strategy and human resource management, this study examines how perceived communication satisfaction can affect turnover intention and also figure out mediating effect through affective commitment. We analyzed a data set from one of the largest government organizations in health and medical treatment including 267 employees's sample. Apart from previous studies, this study emphasizes perceived communication satisfaction is a critical factor rather than communication policies. Also, affective communication partially mediates the relationship between perceived communication satisfaction and turnover intention. Our theory and findings provide new insight into human resource management field in growing Korean organizations.

• The Korean Journal of Franchise Management
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• v.8 no.2
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• pp.37-47
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• 2017

Purpose - Recently, the food service franchise market is experiencing rapid growth and competition is intensifying. Therefore, consumer choice has expanded, and reputation management has become important as a strategy for survival of corporations. Based on previous studies, this research proposed the theoretical framework about the structural relationships among reputation, trust(cognitive trust, affective trust), and loyalty. Research design, data, and methodology - This study examined the structural relationship between reputation, trust, and loyalty from the customer's perspective. Based on comprehensive validation procedures across nine food service Franchise firm types, This study found support for a five-dimensional scale with the following dimensions: Customer Orientation, Employer Brand, Reliable and Financially Strong Company, Product and Service Quality, and Social and Environmental Responsibility. In order to verify the research purposes, research model and hypotheses were developed. The data were collected from 227 food service franchise consumers through online survey. The data was analyzed with SPSS 24.0 and Amos 23.0 statistical program. Result - The results of the study are as follows. First, customer orientation, reliable·financially strong company and product·service quality have significant impact on corporate cognitive trust. And employer brand, product/service quality and social·environmental responsibility have significant impact on corporate affective trust. Second, cognitive trust and affective trust have significant impacts on consumer loyalty. Conclusions - The implications of this study are following as: From the theoretical perspective, this study considers trust as two dimensions such as cognitive and affective, not a single dimension, and identify what dimensions of franchise firms affect consumers' reputation perception and in turn lead cognitive and affective trust, and loyalty. This study also provides several managerial implications. In the franchise market where competition is intensifying, it is very important to analyze the attitudes of consumers in order to gain an advantage in competition with other competitors. In this study, it is meaningful that the study was conducted on consumers who have experience using a restaurant franchise company. Also, reputation is necessary to pay attention to the company because it is an important variable that strengthens with customer through confidence in food service franchise business, and leads loyalty and consumer consumption. Therefore, marketers should develop marketing strategies considering various reputation factors.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.2
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• pp.224-234
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• 2004

This paper is an exploratory research to identify the structural model suitable for the fashion brand attitude effect process of VMD structural elements. Under the circumstances of severe competitiveness in price-conscious casual brand, we intended to find measurement model of VMD effect to establish plausible brand specific VMD strategy. Since VMD is regarded as one of marketing stimuli like advertising, we introduced Mackenzie, Lutz, and Belch(1986)＇s advertising effect measurement model for the analysis. For the study, VMD structural elements were composed of controllable visual factors from store environment at the aspect of marketing strategy. As a result, the reciprocal mediation hypothesis model shows the best fit for the VMD stimuli. That is, under the cognition of interaction between VMD attitude and brand attitude, strategy must be considered to strengthen the attitude relation between VMD and brand. The second fit model was the dual mediation model which was adopted from Petty and Cacioppo＇s ELM. According to this, when you make use of VMD strategy, it is needed to consider both of affective and cognitive factors of VMD.

• English Language & Literature Teaching
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• no.5
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• pp.1-25
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• 1999

The objective of the present study was to model the relationships between language learning strategy use and language proficiency among the Asian (Korean, Japanese, and Taiwanese) students studying English in the United States. The instruments were a language learning strategy Questionnaire and the Institutional Testing Program Test of English as a Foreign Language (ITP TOEFL). Structural equation modeling was utilized to model the relationships between language learning strategies and language proficiency. The present study found only weak relationships between language learning strategies and language proficiency. Only 13% and 15% of variance of the listening and grammar/reading factor were explained by the language learning strategies. The metacognitive strategies appeared not to have direct relationships to the language skill factors, as was found in other studies (Purpura, 1996, 1997). The effects of the social and affective strategies were very small. They in combination could account about 1% and 4% of the variance of the listening and grammar/reading factors.

• Journal of the Korean School Mathematics Society
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• v.22 no.3
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• pp.277-302
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• 2019

In this study, we identified the effects of Self-Reflective Note(SRN) strategy, which used on 'college mathematics' courses, operated as a liberal arts curriculum course in university. For this purpose, we used SRN strategy on 'college mathematics' 3 classes, 'college mathematicsII' 1 class enrolled 95 students, and then analyzed the data. For identifying a change of students' learning, we conducted surveys related to the affective domain, core competencies, satisfaction. From this, we identified the followings. First, the interest, self-confidence, future expectation of students who attended classes in which SRN strategy is used are positively changed. Second, core competencies(self-directed ability, communication ability) of students who attended classes in which SRN strategy is used are improved. Third, the students who attended classes in which SRN strategy is used evaluated such as mathematics learning using the strategy help their mathematics study. Fourth, the students who attended classes in which SRN strategy is used evaluated such as the strategy improved their learning habit, supplemented their weakness, and activate realistic communication between professor and them.

• Mood & Emotion
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• v.9 no.2
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• pp.78-86
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• 2011

Objectives : The aim of this study was to investigate relationship between perceived stress level, cognitive emotion regulation (CER) strategy and hope in group with high depressive symptom and higher-level perceived stress (H-H) and group with high depressive symptom and lower-level perceived stress (H-L) in patients with depression. Method : A total of 85 patients (over score of 16 by Beck depression Inventory; BDI) were surveyed with Cognitive emotion regulation questionnaire (CERQ), Perceived stress scale (PSS), and The state hope scale (SHS). Mean scores of CERQ and SHS were compared between relatively higher perceived stress and lower perceived stress groups. Correlation analysis and multiple linear regression analyses were performed to identify the effect of BDI, PSS and CER strategy on SHS in two groups. Results : In ANOVA, the level of hope and maladaptive CERQ score proved to be significantly lower among the H-H group than among the H-L group, while adaptive CERQ scores were not. In Regression analysis, the effective CER strategy in SHS were 'Refocus on planning' in H-H group, while it was 'Acceptance' CER strategy in H-L group. The final regression model explained 36% of the variance of SHS in H-H group and explained 21% of SHS in H-L group. Conclusion : These findings suggest that 'Refocus on planning' and 'Acceptance' cognitive emotion strategy are helpful in promotion of state hope on depression. Especially, 'Refocus on planning' strategy is more effective in high depressive symptom and high-perceived stress level, while 'Acceptance' strategy help to promote hope in high depressive symptom and low-perceived stress level in patients with depression.

• Journal of the Korea Society of Computer and Information
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• v.15 no.10
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• pp.183-190
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• 2010

The present study attempted to identify the metacognitive strategies used by L2 writers at the university level as well as their particular aspects which might influence the use of these strategies. Twenty-seven participants, all of whom were enrolled in an English course, were asked to write an expository essay and then complete a questionnaire which includes their beliefs and attitudes toward L2 writing experience and the metacognitive strategies during the writing process. It was found that even though inexpert writers knew and employed as many strategies as the expert counterparts did, they were unsuccessful in the quality of their texts. Simply possessing a repertoire of metacognitive strategies was not enough for successful L2 writing. The failure of the inexpert writers to apply these metacognitive strategies in an effective manner was influenced by affective factors such as anxiety, self-confidence, self-concept, etc. As a result of this study, a pedagogical implication is suggested.