• Management & Information Systems Review
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• v.9
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.6
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• pp.3096-3101
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• 2013

The study is to develop a tool to measure knowledge, attitude and behavior towards irradiated food derived from three factors of 20 items in regard to the knowledge of irradiated food. The variances in explanatory power for the first, second and third factors were 43.1%, 12.0% and 9.9% respectively, which marked a total of 65.0%. As to the attitude towards irradiated food, one factor was derived from 4 items and this factor, the result of measurement scale analysis, was named "the attitude towards irradiated food". The variance in the explanatory power of this factor was 71.1%. In regard to the behavior towards irradiated food, one factor was derived from 5 items and the variance in its explanatory power was measured to 57.6%, that is total 57.6% was explained.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.4
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• pp.61-72
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• 2018

The purpose of this study is to analyze the impact of quality and satisfaction of mobile telecommunication service on the quality data sharing for mobile telecommunication service. Based on the theory of reasoned action(TRA), we proposed a research model that (1) service qualities significantly influence the service satisfaction and the attitude towards information sharing, (2) the attitude towards information sharing mediates between service satisfaction and the intention of information sharing, and (3) the intention of information sharing is affected by the service satisfaction and the attitude towards information sharing. Empirical analysis of mobile service users showed that the data quality of mobile communication services had a greater impact on satisfaction than voice quality. The service satisfaction had a positive effect on attitude towards information sharing and the intention of information sharing. Also, the attitude towards information sharing had a positive impact on the intention of information sharing. Based on this empirical study, we proposed a crowdsourcing as an alternative when quality data of mobile telecommunication service should be collected to improve telecommunication policy because by using collective intelligence of the crowdsourcing the government can gather more accurate and diverse data on mobile telecommunication service.

• The Journal of Information Systems
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• v.28 no.1
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• pp.41-72
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• 2019

Purpose Virtual communities (VCs) are becoming ever more important in these days, sometimes more than offline communities. Notably, they have become significant sources of knowledge sharing. Therefore, in order to foster a VC, it is very important to understand why people share their knowledge in the VC. Under this background, this paper aims at proposing the behavioral model best explains knowledge sharing activities in VCs. Design/methodology/approach We basically design our behavioral model for knowledge sharing in VCs based on theory of reasoned action (TRA). However, to understand knowledge sharing in VCs better, we specify knowledge sharing by dividing it into knowledge contribution and knowledge use. Also, instead of 'subjective norm', we adopt 'sense of virtual community (SOVC)' as a main social factor, which has been found to be important in the literature. We also include the antecedents such as 'quality of the shared knowledge', 'trust in community members', 'passion of the community leader', 'reciprocity', and 'self efficacy', which affect VC users' attitude towards knowledge sharing and SOVC. To test the hypotheses in our proposed model, we collected 253 valid surveys from the VC users. Structural equation modeling (SEM) using AMOS 23 is employed to assess the relationships proposed as the hypotheses. Findings Major findings are as follows. SOVC positively affects both intention to contribute knowledge and intention to use knowledge. And, trust in community members positively affects the attitude towards knowledge use and SOVC. The attitude towards knowledge use is also affected by the quality of the shared knowledge. Reciprocity is found to strongly positively affect the attitude towards knowledge contribution. However, passion of the community leader and self efficacy are found to have insignificant effect on SOVC and the attitude towards knowledge contribution respectively. Our study sheds a light on how to foster VCs from the perspective of knowledge management.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.939-950
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• 2021

The purpose of this research is to investigate the factors affecting Thai commercial bank users' behavioral intention towards QR code payment system via mobile banking applications. The researchers conducted the study based on quantitative research approach. Non-probability sampling method such as the quota and convenience sampling was applied as sampling technique. A self-administered questionnaire was distributed. The data was collected from 1,800 respondents living in Bangkok, who have had an experience with QR code payment system with the top-three mobile banking applications in Thailand. This study concentrates on confirmatory factor analysis and structural equation modeling as a statistical tool to examine the data, model accuracy, and influence of critical variables. In addition, the researchers applied the first-order and second-order techniques to examine the relationship between constructs. Adoption readiness and perceived risk were second-order constructs. The results reveled that compatibility has an impact on attitude towards QR code payment. Moreover, adoption readiness, compatibility, attitude, and personal innovativeness are statistically significant that impact behavioral intention towards QR code payment. The strongest antecedents of behavioral intention were compatibility, attitude, adoption readiness, and personal innovativeness, respectively. Surprisingly, perceived risk and perceived trust do not statistically have a significant impact on behavioral intention towards QR code payment.

• Korean Journal of Childcare and Education
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• v.10 no.3
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• pp.69-84
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• 2014

The purpose of this study was to examine the influence of educare teachers' science education knowledge and attitudes towards science on science teaching anxiety. 259 teachers of young children were recruited from 19 daycare centers and the data were analyzed through frequency, percentage, Pearson's correlations using PASW 18.0 and structure equation modeling using AMOS 7.0. The findings are as follows. First, educare teachers showed more than median scores in all science education knowledge, attitude towards science and science teaching anxiety. Second, in total 57% of the variance in teachers' science teaching anxiety was accounted for by teachers' science education knowledge and attitude towards science. This result implied that teachers' science education knowledge and attitude towards science should be improved in order to reduce teachers' science teaching anxiety.

• Perspectives in Nursing Science
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• v.12 no.2
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• pp.71-81
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• 2015

Purpose: This study aimed to describe pediatric nurses' knowledge and attitude towards management of children's postoperative pain. Methods: In this cross-sectional descriptive study, the participants were 220 pediatric nurses who worked at a general hospital in Seoul. The survey questionnaires used to assess the nurses' knowledge and attitude regarding children's postoperative pain were developed for this study. Results: The average score for knowledge was 67.7 out of 100. The mean score for attitude was 72.5 out of 100. The factor related to the knowledge level was education for pain management. Moreover, age, working department, position, working experience, education level, and number of children were associated with the attitude. Conclusion: The findings of this study suggested the need for a systematic education program for pain management of children in the postoperative condition.

• Journal of the Korean Home Economics Association
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• v.40 no.9
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• pp.161-173
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• 2002

As the divorce rates in Korea have increased dramatically in recent years, it has been assumed that the attitudes towards divorce changed as a consequence. It has been proposed that people have become more accepting of marital dissolution as an alternative to unhappy marriage. The Purpose of this study is to empirically examine the assumption and to explore whether there is a rural-urban differences in the attitudes towards divorce. The data were gathered from 716 respondents who reside in Seoul and 593 respondents who reside in rural areas, using the structured questionnaire. The data analysis revealed that there exists significant rural-urban differences in the attitudes towards divorce in some aspects, suggesting the gaps in the cultural changes. Yet, rural-urban residents seems to share the attitude that one should not sacrifice personal happiness to maintain an unhappy marriage for the shake of obligation and traditional family norm.

• Korean Journal of Human Ecology
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• v.22 no.1
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• pp.201-213
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• 2013

This study was conducted to identify adults' knowledge, attitude, dietary behavior, and lifestyle for cancer prevention, and to examine the relation between these variables. The participants were 414 adults in the Jeonbuk area. The data were analyzed using Pearson correlation coefficients, ANOVA and Duncan test with SPSS v. 12.0. The score for participants' knowledge about cancer was 23.98 points of a possible 30, the score for attitude towards cancer was 44.46 points of a possible 55, the score for preventive dietary behavior for cancer was 36.79 points of a possible 55, and their score for preventive lifestyle for cancer was 29.76 points of a possible 40. The knowledge, attitude towards cancer, dietary behavior, and lifestyle for cancer prevention showed significant differences according to the general characteristics (e.g., age, religion, monthly income, educational level, job, health condition, and interests). There was a significant positive correlation between knowledge about cancer, attitude towards cancer, dietary behavior, and lifestyle for cancer prevention. Dietary behavior for cancer prevention showed a positive correlation with lifestyle for cancer prevention. In conclusion, it is necessary to consider the related factors for the development and implementation of systematic education programs that can encourage and promote preventive health behavior for cancer among adults.

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