• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.581-587
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• 2022

After pandemic crisis, the volume and amount of watching global contents through OTT platforms have been increased explosively. This study investigates the relationship between consumers' attitude measured by satisfaction and favorability on global contents and purchase intention to global products with the moderating effect of ethnocentrism of consumers. Survey method using structured questionnaire was conducted on university students. As a result, the more satisfied and favored on global contents, the stronger purchase intention to global products. And the relationship is negatively moderated by consumers' ethnocentrism. Implications and future research issues are summarized.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2021.05a
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• pp.597-599
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• 2021

As the number of successful business design innovation product cases increases, interest in design innovation is increasing. This study aims to examine how the design innovation (functionality, ergonomics, aesthetics) of Bluetooth speaker products affects the customer's preference and purchase intention. It proposes a research model through rational behavior theory (TRA) and technology acceptance model (TAM) for empirical research. The questionnaire is composed of questions to understand the influence of design innovation, favorability, and purchase intention. This is a study to increase the possibility of success of design innovation products by examining how design innovation through research results affects customer preference and purchase intention.

• International Commerce and Information Review
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• v.19 no.3
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• pp.129-150
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• 2017

The Hallyu, or Korean Wave, has recently been proliferating around the world focusing on Asia. With the development of China's economy and the improvement of their people's living standards, Chinese consumption has been growing quickly. In cosmetic industry, Chinese consumers tend to prefer international brands including Korean cosmetics. There are various ways for Chinese consumers to purchase international brand cosmetics. One of them is overseas purchase via buying agent. This study is designed to exam various determinants of the overseas purchase. Based on empirical findings, product price and functionality can play an important role in terms of the overseas purchase. Also, moderating effects of an external factor(importing country's favorability) was empirically investigated. The results of SEM(Structural Equation Modeling) show that the relationship between consumer openness and overseas purchase via buying agent can be positively moderated by the favorability.

• Journal of Society of Preventive Korean Medicine
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• v.24 no.2
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• pp.63-69
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• 2020

Objectives : The study aimed to investigate the effect of sexual education by school doctor of Korean Medicine (SDKM) on elementary school student. Methods : SDKM has conducted sexual education for one session in two elementary school. The lecture included the puberty characteristics, physical changes and sexual harrassment. A survey including sex knowledges, sex perception, cognition and willingness to use of Korean Medicine was conducted before and after the session. Results : A total number of 379 participated the lecture, 379 and 351 participants replied the survey before and after the session, respectively. The sex knowledge was improved from 2.15 to 3.89. Positive responses were increased on sex perception. The level of favorability increased from 3.42 to 3.62, the willingness to use was improved from 2.66 to 3.16. The favorability and willingness to use was related significantly. Conclusions : The SDKM sex education program was effective on elementary school student.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.55-68
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• 2014

In this study, we performed an empirical research on how cultural power affects soft power as one of the elements of National Power. To fully exert the force of cultural power, appropriate level of "resources for power" need to be disseminated into cultural elements. Utilization of these resources need to appropriately developed and produced in quality and quantity when needed. This activity should be ensured with "composite support competence"; which is the combination of support organizations and their potentials. Indicators of cultural power includes society favorability rating, cultural favorability rating, E&D industry competitiveness index, and T&T competitiveness index. According to analysis of cultural power by each country, cultural industry (E&D) competitiveness index and travel and tourism (T&T) competitiveness index shows relatively high correlation. This research aims to analyze the "cultural power as soft power" of South Korea, China and US, and how they are different and how their resources of power are represented in their E&D and T&T competitiveness.

• Journal of Fashion Business
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• v.17 no.6
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• pp.44-59
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• 2013

The modern people do express their personalities by appearance and actively use the appearance as the social tools, and the attractive appearance largely does influence the human relationship. As the appearance's importance is being magnified, the attractive appearance and favourable impression is an important standard for job performance and social position, and used as the way to reach the social goal. This study does investigate the design's kind and character of the beard which belongs to the male exclusive property and compare the differences of the impression's formation according to the beard design. The empirical results confirmed that the male beard design formated the various impressions according to the designs and their mutual relationship existed. Therefore, the beard is a symbol of maleness and an expression for the social position and personal character, whereas it possesses the very important meaning as the influencing factor on the impression's change. First, the pre stimuli were finished through the pre survey for composition of questionnaire in order to evaluate the impression after selection of experimental models and beard types for measuring instruments. Second, sixty three university students were surveyed by pre stimuli and questionnaire as pre experiment, and afterwards the measuring instruments and experimental design were revised. Third, the stimuli completed (nine beard designs) were intentionally well distributed as questionnaire by sex and ages in Seoul metropolitan and her environment. and the factorial analysis and the coefficient of Cronbach's ${\alpha}$ for reliability test were completed for questionnaire's validity using SPSS/PC+ Window Ver. 12.0.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.201-210
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• 2017

This study investigated the effect of K-POP characteristics on Korean consumers' liking, intention of listening and purchase intention of Korean products. For this purpose, K-POP characteristics were classified into musical characteristics and star characteristics. The results of the study are as follows. First, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on favorability of Korean Wave content. Second, both musical characteristics and star characteristics of K-POP have a significant effect on K-POP listening intention. Third, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on the purchase intention of Korean products through Korean Wave content. However, the relative influence of star characteristics is higher than K-POP characteristics. The results of this study will be useful data for promoting Korean pop among Chinese consumers.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.206-221
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• 2021

The demand of social responsibility for corporate is increasing gradually. The corporate can't secure the royal customers only with the effort of securing the competitiveness through the product, service quality. The corporate should act actively in order to satisfy the social expectation required by customers. With this background, this study conducted the survey that can verify the effect of how usual interest in corporate social responsibility interacts in order to investigate the difference depending on the characters of customers and how the corporate social responsibility has led the brand performance. As a result, the legal and economic responsibilities were found to have significant influence in forming the corporate brand image and the favorability. The ethic responsibility was found to play a key role in forming the reliable image but have the negative impact in forming the achievement image, innovative image. In terms of the effect of social responsibility on the corporate brand performance, the usual interest on the social responsibility was found to have no impact as a regulatory effect.

• Fashion & Textile Research Journal
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• v.11 no.4
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• pp.556-565
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• 2009

This study investigates the effect of Alpha-numeric brand name on the product suitability, brand personality, and attitude. To do that we have chosen the functional sportswear, knowing the fact that the Alpha-numeric brand names are not hard to find in this industry. The changes have been made to Alpha-numeric names, such as the usage/non-usage of number, the size of number being used, the writing method, and the different typeface to suit for the study purpose. The results indicate that the Alpha-numeric brand names do have the effect on increasing the fitness for the product's brand. The bigger number and the cursive script will improve the product's suitability. The customers form positive attitude and favorability on the Alpha-numeric brand name compared to the regular brand name in this industry. The contribution of the study is to dig out the distinction of the communicational effects on the customers when the Alpha-numeric brand names take on the different forms. Therefore the current study enlights the practical value of Alpha-numeric brand name as part of the branding strategy.

• Asian Journal for Public Opinion Research
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• v.8 no.3
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• pp.324-350
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• 2020

COVID-19 has challenged the pandemic response capability of many countries. Many governments around the world have imposed strict quarantine measures and border control to slow the spread of the virus. In the Philippines, the longest community quarantine has been imposed in the National Capital Region (NCR). However, the effectiveness of such measures is dependent on the cooperation of the public. The objective of this study was to gain an understanding of the knowledge, attitudes, and practices (KAP) of selected employees in the NCR. An online survey was conducted June 4-18, 2020, with 100 employed people living in the NCR. Frequencies and percentages were computed to describe the respondents' answers, and the Kruskal-Wallis test was used to determine the differences in the respondents' KAP levels according to selected demographic characteristics. Of those surveyed, 92% have a high knowledge of COVID-19. The respondents have a positive attitude toward the need for health education and the seriousness of COVID-19, as well as stricter measures against the pandemic, but are less positive in terms of how the government is responding to the pandemic. They also follow strict measures that will prevent the further spread of the virus. The results highlight the respondents' favorability of stricter government measures to control the spread of COVID-19, including the reimposition of an enhanced community quarantine in the NCR.