• Journal of Digital Convergence
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• v.13 no.6
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• pp.141-150
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• 2015

This study examined the negative influence of ambiguity on the attitude toward ads by using mediating variable, perceived interpretation difficulty. It also tested the moderating effect of thinking style between ambiguity and perceived interpretation difficulty. In results, we found as follows. 1) Perceived interpretation difficulty is higher in case of higher ambiguity than lower one. 2) The influence of ambiguity on perceived interpretation difficulty is moderated by thinking style. 3) Attitude toward ads is more unfavorable in higher perceived interpretation difficulty than lower one. The results of this study may provide the implications that ambiguity ads using digital convergence media has to be connected to positive attitude for being successful and marketing staffs must consider thinking style as a key success factor to establish global advertising strategy.

• Journal of Distribution Science
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• v.17 no.2
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.1-12
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• 2019

This study explored the factors affecting the acceptance of public recording in SNS post. Using SPSS 21.0 program and AMOS 21.0 program, major results were derived through exploratory factor analysis, confirmatory factor analysis, correlation analysis, and path analysis. The results are as follows: First, the risk of personal information leakage on SNS posting has a significant negative impact on the attitude toward SNS posting. Second, the security of the SNS posting has a significant effect on the attitude toward the SNS posting. Third, the concern about privacy of SNS posting has a significant negative impact on the attitude toward SNS posting. Fourth, the attitude toward SNS posting has a significant effect on the intention to accept the SNS posting. The above results suggest that the SNS post recording should be able to collect opinions of SNS users from a long-term viewpoint.

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.27-35
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• 2022

We investigated the role of product-influencer congruence between social distance, perceived authenticity and attitude toward ads. In particular, we focused on the mediating effect of perceived authenticity on the relationship between social distance and attitude toward ads. Also, we interested in the conditional indirect effect of product-influencer congruence on the mediation process. For our purposes, data were collected from a convenience sample of 340 undergraduate students at a large university in South Korea. Our results indicated that social distance is directly related to the perceived authenticity and, consequently, affects attitude toward ads. Also, an indirect effect of the perceived authenticity was significant on the low level of product-influencer congruence and not in the high level. Our findings suggest that marketing managers should consider the social media influencer's authenticity and congruence between the product and the influencer.

• The Korean Journal of Food & Health Convergence
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• v.8 no.1
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• pp.9-16
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• 2022

Recently, the use of serving robots has been increasing due to the increase in preference for non-face-to-face services and the rise in the minimum wage due to the coronavirus. When analyzing previous studies related to serving robots, it was confirmed that most of the studies on the functions and technologies of serving robots were conducted. Therefore, this study analyzed the factors affecting the attitude and customer satisfaction of restaurant consumers toward serving robots by adding performance expectations, effort expectations, and speed factors among the UTAUT2 models. The survey period was conducted from July 28, 2021 to September 9, 2021, and 306 out of a total of 310 surveys were used for analysis, excluding 4 unfaithful surveys. For the analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and hypothesis test were performed using SPSS 20.0 and AMOS 20.0, and the research results are as follows. First, it was found that performance expectation, effort expectation, and speed had a significant positive (+) effect on attitudes. Second, it was found that attitude had a significant positive (+) effect on customer satisfaction. This study researched customer selection attributes of robot service restaurants using the UTAUT2 model, and also provided academic and practical implications.

• Journal of the Korea Convergence Society
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• v.12 no.3
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• pp.43-52
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• 2021

This study investigated the influence of clinical physical therapist's perception of their work environment and their attitude toward professionalization on individual job satisfaction. This study is a cross-sectional survey of clinical physical therapists 356 working in hospital, and utilized a structured questionnaire. As a result of this study, in their twenties, women, physical therapist with low clinical experience, and physical therapists working at hospital level showed low job satisfaction. Most of the physical therapists said that they needed a system for professionalism, and the lower the job satisfaction was, the higher the attitude toward the necessity of introducing a professional system. The variables affecting job satisfaction were academic background and annual salary. Therefore, in order to improve the job satisfaction of physical therapists, improvement of salary and learning for professionalism played an important role in improving job satisfaction. Self-development and job specialization through the introduction of a system for equipping expertise appear to be important to improve the job satisfaction.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.153-157
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• 2020

This Study is to survey the factors affecting the knowledge and attitudes of dental hygiene students toward the elderly The subjects were 258 dental hygienists student who attended from May 13 to May 31, 2019. The statistics program was SPSS win 22.o. The overall average of knowledge about the elderly was 10.62 out of 25 points. The overall average of attitude toward the elderly was 3.15 point. The factor affecting the attitude toward the elderly was the interest in oral health problems for the elderly. The factor affecting the attitude toward the elderly was the elderly volunteer experience. Therefore, education and programs on the knowledge and attitudes of the dental hygiene students toward the elderly are considered necessary.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.353-359
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• 2020

Purpose: The purpose of this study was to identify the effects of suffering experience, self-forgiveness and emotional expression of loss on nurses' attitude toward dignified death. Methods: The subjects in this study were 140 nurses, had been working over 6 months in a general hospital. Data were collected from July 1 to August 31 2016, by using self-reported questionnaires. Data were analyzed using the IBM SPSS 19.0 programs. Results: The significant predictors that affected nurses' attitude toward dignified death were experience of suffering, emotional expression of loss, religion and educational level. The explained variance for nurses' attitude toward dignified death was 63.9% and the most significant factor was emotional expression of loss. Conclusion: These results suggest that attitude toward dignified death of nurses can be changed positively by communicating emotional expression of loss and their suffering experience.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.399-406
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• 2016

This study aimed to identify the level of knowledge, attitude toward the elderly, competence of carers, and the correlation between these variables. Research design employed a cross sectional descriptive study using structured questionnaires. Data were collected from 145 carers who have worked in long term care facilities from June 2014 to September 2014. Descriptive statistics, ANOVA, independent t-test, and Pearson correlation coefficient were performed to identify the relationship among variables. The competence of carers was related to a positive attitude and a higher knowledge of caring for the elderly. Therefore, educational content that considers improvement among carers who have a low level of educational status should be developed. It should require carers to have a positive attitude toward the elderly through improving the job environment in order to increase the quality of long term care.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.108-116
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• 2023

Smart home and artificial intelligence technologies are developing rapidly, and various smart home systems associated with artificial intelligence (AI) improved the quality of living for people. In the present research, we examine the role of individuals' motivational system in their responses to the application of AI in smart homes. In particular, this research focuses on individuals' prevention motivational system and investigates whether individuals' attitudes toward the application of AI in smart homes differ according to their level of prevention motivation. Specifically, it is hypothesized that individuals with strong (vs. weak) prevention motivation will have more favorable attitudes toward the application of AI in smart homes. Consistent with the hypothesis, the results reveal that the respondents in the strong (vs. weak) prevention motivation reported significantly more favorable attitudes toward the six types of AI-based application in smart homes (e.g., AIbased AR/VR games, AI pet care system, AI robots, etc.). Our findings suggest that individuals' prevention motivational system may be an effective market segmentation tool in facilitating their positive responses to the application of AI in smart homes.