• 경영과정보연구
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• 제9권
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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.

• 한국산학기술학회논문지
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• 제14권6호
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• pp.3096-3101
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• 2013

방사선조사식품을 바로 알리고 선택할 수 있는 행위를 향상시키는 개입전략의 근거를 도출하는데 활용하기 위해 교육학적 접근에서 방사선조사식품에 대한 지식, 태도 및 행위를 측정하는 도구를 개발하고자 하였다. 방사선조사식품에 대한 지식은 20개 문항에 대해 3개의 요인이 추출되었다. 요인1은 '방사선조사식품의 원리', 요인2는 '방사선조사식품의 영향', 요인3은 '방사선조사식품의 현황'관련으로 각각 명명 하였다. 각 요인의 분산 설명력은 요인1이 43.1%, 요인2가 12.0%, 요인3이 9.9%로서 총 65.0%가 설명되었다. 방사선조사식품에 대한 태도는 4개 문항에 대해 1개의 요인이 추출되었고, 측정척도의 요인분석 결과 '방사선조사식품에 대한 태도'로 명명하였으며 요인의 분산 설명력은 71.1%로 설명되었다. 방사선조사식품에 대한 행위는 5개 문항에 대해 1개의 요인이 추출되었고, 요인의 분산설명력은 57.6%로 설명되었다.

• 한국인터넷방송통신학회논문지
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• 제18권4호
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• pp.61-72
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• 2018

본 연구의 목적은 이동통신서비스 환경에서 서비스 사용자가 인지한 품질과 서비스 사용을 통한 만족 등의 요소가 사업자와의 상호 작용을 통해 획득한 정보 공유태도, 정보공유의도에 미치는 영향을 설명하는데 있다. 이는 현재 정부의 통신서비스 품질 정책 수립을 위해 베타터스터 및 측정 장비를 활용하여 측정하고 그 결과를 분석하는 방식에서, 국민이 품질측정시스템에 직접 접속하여 측정한 품질측정 정보에 대한 만족, 정보 공유의사확인을 통해 어떤 소비자가 공유의사가 높은지, 통계적 타당성 확보를 통한 정책적 아이디어를 제공하고자 하였다. 이동통신서비스 이용자를 대상으로 실증분석결과, 이동통신서비스의 데이터 품질은 음성품질보다 만족에 큰 영향을 끼쳤으며, 품질요소와 만족, 정보공유태도와 의도에 긍정적인 영향을 끼침을 확인할 수 있었다. 이러한 실증적 연구결과를 바탕으로 국민의 품질측정데이터 공유의도 확인을 통해 크라우드 소싱을 활용한 정책사례로 추진 가능한 실무적 시사점을 제시하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제28권1호
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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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• 제8권1호
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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.

• 한국보육지원학회지
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• 제10권3호
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• pp.69-84
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• 2014

이 연구는 보육교사가 지닌 과학교육지식과 과학에 대한 태도가 과학교수 불안에 미치는 영향을 살펴보기 위해 실시되었다. 보육교사 259명을 대상으로 수집한 자료는 PASW 18.0과 AMOS 7.0을 이용하여 Pearson의 적률상관관계분석과 구조방정식을 통해 분석되었고, 주요결과는 다음과 같다. 첫째, 보육교사의 과학교육지식, 과학에 대한 태도 및 과학교수 불안 정도는 모두 중간수준 이상인 것으로 나타났다. 둘째, 보육교사의 과학교육지식, 과학에 대한 태도는 과학교수 불안과 상관이 있었다. 셋째, 보육교사의 과학교육지식은 과학에 대한 태도에 직접적인 영향을 미쳤고, 과학교육지식의 영향을 받은 과학에 대한 태도는 과학교수 불안에 직접적인 영향을 미치는 것으로 나타났다. 보육교사의 과학교수지식과 과학에 대한 태도가 과학교수 불안에 미치는 영향은 전체 분산의 57%를 설명하는 것으로 나타났다. 이러한 결과는 보육교사의 과학교수 불안 수준을 낮추기 위해서는 보육교사의 과학교육지식, 과학에 대한 태도를 향상시켜야 함을 시사한다.

• Perspectives in Nursing Science
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• 제12권2호
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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.

• 대한가정학회지
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• 제40권9호
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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.

• 한국생활과학회지
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• 제22권1호
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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.

• 감성과학
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• 제17권2호
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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.