• 한국조리학회지
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• 제14권2호
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• pp.205-214
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• 2008

The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's $\alpha$ were used in this study. Results of the study demonstrated that the moderated regression analysis result for the data also indicated a better model fit in Model 2 than Model 1. In the Model 1, the main effects of behavior intention and attitudinal ambivalence on consumption behavior were statistically significant. In the Model 2, the main effects of behavior intention, belief homogeneity and attitudinal ambivalence on consumption behavior were statistically significant. The interactional effects of belief homogeneity$\times$attitudinal ambivalence on consumption behavior were statistically significant. Moreover, the effects of attitudinal ambivalence on consumption behavior were statistically significant at all levels of belief homogeneity, except for when homogeneity was high.

• 한국콘텐츠학회논문지
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• 제15권5호
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• pp.464-474
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• 2015

지식정보화 시대에 스마트기기의 역할이 더욱 증대되고 있다. 그러나 다른 한편으로 심각한 역기능도 있다. 때문에 스마트기기에 대한 태도나 감정이 다양하다. 이러한 관점에서 본 연구는 스마트기기에 대한 태도적 양가성과 긍정적 마음이 소비자 만족에 어떠한 영향을 미치는지를 분석하는 데 그 목적이 있다. 연구의 목적을 달성하기 위해 가설을 설정하고, 국내 대학생을 대상으로 조사한 설문자료를 회귀분석 하여 가설을 검증하였다. 분석결과에 따르면 첫째, 태도적 양가성은 소비자 만족에 부정적 영향을 미친다. 둘째, 긍정적 마음은 소비자 만족에 긍정적 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 스마트기기에 대한 소비자 만족의 이해의 폭을 넓히고, 이를 증대하기 위한 방향을 제시하였다는 점이다.

• 한국지구과학회지
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• 제28권5호
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• pp.635-642
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• 2007

Using data from 132 telephone interviewees, we examined the role of affective-cognitive ambivalence in forming overall attitude and behavior toward toxic chemical and radioactive waste issues in Marion, Ohio in the U.S. In order to compare attitudinal preference, participants were divided into four A-C groups: action-group (Affective+/Cognitive+), detached-group (A-/C+), concerned-group (A+/C-), and inaction-group (A-/C-). Affective and cognitive components interacted, producing redundant influences on overall attitudes and judgments as frequently observed and postulated in previous attitude studies. The results showed that the action-group who were feeling unsafe and believed that environmental accidents had happened or are happening in Marion were less willing to move to the area than other three groups who were feeling safe and/or doubted reports of contamination and its relation with leukemia. Affective and cognitive components were found to have redundant influences on overall attitude. It was also observed that affective-cognitive ambivalence theory has a great potential for explaining the mechanism by which people form attitudes, especially when people have moderate or positive feelings (e.g. sympathy or eagerness for resources) toward the objects and/or when uncertainty is a major feature of environmental issue under consideration (e.g. global climate change).