• Journal of the Korean Society for information Management
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• v.34 no.1
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• pp.291-316
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• 2017

The purpose of this study was to examine comics library user's behavioral intention using the extended theory of planned behavior. In order to verify the effects of variables, such extended variables as comics likeability and service factor were added to such basic variables of the theory of planned behavior as subjective norm, attitude and behavioral control. Study findings are as follows: user's attitude had the biggest effects on their behavioral intention of reuse of Comics Library, and it was followed by subjective norm, service quality and perceived behavioral control, in order. Comics likeability exceptionally had no direct effects on behavioral intention, but it had indirect effects via the mediation of attitude, subjective norm and perceived behavioral control. And second, comics likeability and service quality had power of explanation for such basic variables as attitude, subjective norm and perceived behavioral control, respectively, thus verifying their effects on behavioral intention as extended variables.

• Journal of the Korea Convergence Society
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• v.11 no.11
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• pp.155-163
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• 2020

This study investigated experimentally how factors of SNS advertising attribute impact on advertising likeability and purchase intention according to use motive and use intensity of SNS. Firstly showing difference according to use motive of SNS, in user of motive to managing human relation, reliability of advertising contents has effect the largest and entertainment of advertising interest has effect also as important factor. In user of motive to sharing interest information, irritation of advertising on using SNS has effect the largest negatively and information of advertising's information offering capability has effect larger as positive factor. Next showing difference according to use intensity of SNS, in user of high intensity, reliability and information of advertising contents has effect larger than other factors. In user of low intensity, irritation of advertising has effect the largest negatively and other factors have effect very small. This results can provide a practical contribution that explains important factors in producing effective SNS advertising according to using behavior characteristics of SNS.

• Culinary science and hospitality research
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• v.24 no.3
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• pp.177-187
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• 2018

This study began with the expectation that work spirituality according to self - sacrificing leadership of a company recognized by hotel employees could positively affect superior liking and innovation behavior. The results of this study can be summarized as follows; the exercise of authority and the self - sacrifice in reward distribution are very important in the social exchange relationship. And the experience of joy and meaning, which is a behavior that meets the values, showed that it fulfilled the sense of accomplishment that the employees realized as a value, and it increased the satisfaction of pursuing the value of the boss and participating in and contributing to the world. Moreover, the hotel employees were likely to favor the bosses when they gave up or refrained from their authority or delegated to their subordinates, or when their bosses delayed or gave up rewards that had to be distributed to them. Also, self-sacrifice on the supervisor's job assignment is considered as an essential part of inducing the innovative behavior of the subordinates, regarded as desirable behavior or qualities.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.907-921
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• 2013

This study shows the importance of human factors in relationship marketing by revealing the influence of Hanbok salesperson's attributes on relationship quality and long-term relationship orientation at the time when a culture is newly understood. A questionnaire surveyed 376 women living around the Seoul and Daejeon Metropolitan areas from February to March 2013. SPSS WIN 20.0 and AMOS 20.0 programs analyzed the gathered data. We review the influence of Hanbok salesperson's attributes (expertise, ethics, communication skill, customer orientation, similarity, and likeability) on relationship quality and behavioral intention. The research indicates that only customer orientation and Hanbok salesperson's expertise attributes influence relationship quality. All the attributes had a positive influence; in addition, the relationship quality had a significant influence on customer loyalty. However, communication skill, similarity, and likeability did not influence relationship quality. Customer orientation, which provides a customized service based on the recognition of individual customer trends and expertise in developing a relationship with customers, are important factors to form relationship quality and loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.33-44
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• 2009

This study is a survey of college students who have been exposed to a variety of clothing consumption environments such as online transactions through the Internet, with the purpose of examining the influence of salespersons attributes on college students' relationship commitment and perception of salespersons performance. The study conducted a questionnaire survey on 464 male and female students and used SPSS 12.0 for statistical data analyses such as mean, standard deviation, frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results of this study can be summarized as follows: First, salespersons attributes such as appearance, expertise, customer orientation, and customer management fumed out as the factors that influence the satisfaction under relationship commitment at statistically significant levels. Likeability, customer orientation, and customer management were found to have statistically significant influence on perceived reliability of salespersons. Second, with respect to the influence of relationship commitment on customer performance, statistically significant factors included satisfaction and reliability. Customer orientation is considered most important by both male and female students among the salespersons attributes, followed in order by expertise, customer management, appearance, ethic and similarity. Likeability was found to be the least important attribute.

• Journal of Korea Multimedia Society
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• v.25 no.11
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• pp.1601-1612
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• 2022

As human brands, Idols, the central members of K-pop, are actively engaging in various industries based on the support of their fandoms, greatly impacting the national economy. In particular, due to the development of digital devices and technologies, they are active both online and offline, and idol avatars are a significant part of their activities across diverse contexts. Therefore, this study aims to categorize avatars used in various contexts and explore fandoms' perceptions according to each type. Based on case studies and literature review, idol avatar usage was categorized into products, supplier-led content, and interactive content, and accordingly, surveys and in-depth interviews were conducted. As a result, regardless of category, fandom showed a negative perception of idol avatar usage, as shown in the order of interactive content, supplier-led content, and products. Regarding human brand characteristics of idol avatars, attractiveness was evaluated higher than intimacy and likeability. However, the attachment to real-life idols showed a higher correlation with the characteristics of intimacy and likeability than attractiveness. This study is significant as it looked at the future directions of idol avatar usage by analyzing the fandoms' perception of avatar usage in the K-pop industry from a human brand perspective.

• The Journal of Korean Medicine
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• v.26 no.1 s.61
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• pp.187-194
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• 2005

Objective: Two Korea-mode sport beverages with medicinal herbs added, Saeng Mac San (SMS) and Je Ho Tang (JHT), were developed by the Ginseng Research Group of the Korea Food Research Institute. For their practical usage, we examined their taste tests at rest including sense-analysis (S-A) and preference-inquiry (P-I). Methods: Five beverage-treatments, SMS, JHT and three commercial sport beverages (CSBs) and a control (CON) were offered randomly. Eighty-two subjects under stable control of their taste sense filled out the questionnaires for their S-A and p-I, which were developed by the Exercise Physiology Laboratory of Kyungpook National University. The collected data $(means{\pm}SD)$ were analyzed by repeated measures one-way ANOVA; Tukey' s test was administrated for identification of statistically significant differences (p<0.05). Results: Overall beverage likeability values of SMS and JHT were significantly lower than those of CSBs, JHT lower than CON. Overall flavor values of SMS and JHT were significantly lower than those of CSBs and CON. SMS was similar to CON in the amount of flavor. SMS and JHT were less tart than CSBs and the former was significantly lower than CSBs and CON in four drinkability-related items. Conclusion : SMS rated less than CSBs in tartness and the amount of flavor. JHT was avoided most. Thus, the results indicate that JHT is not fit as a sport beverdge and the overall likeability of SMS must be elevated by way of strengthening its tartness and amount of flavor for practical usage.

• Journal of Digital Convergence
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• v.19 no.8
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• pp.225-234
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• 2021

Due to pandemic situations, the development of home robots that can make the house an optimized space for various activities is active. This study aims to confirm the effectiveness of approach or avoidance behavior for feedback positioning on the user experience, depending on the context in which the robot performs the task. Based on two types of the task contexts(Reactive vs. Proactive) and three types of robot feedback positioning(No move vs. Avoidance vs. Approach), six different scenarios were designed for experimental study. Likeability, perceived intelligence, rapport, negative attitude and predictability of behavior are measured for each conditions. The result showed the main effects of perceived intelligence, rapport, predictability in the context of tasks, and of likability, perceived intelligence, rapport in robot feedback positioning. The interaction effects were shown in likeability and perceived intelligence. In conclusion, approach-avoidance experiences can also be applied to robot behaviors as well, and the negative effects of avoidance have been significantly confirmed.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.71-77
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• 2021

This study aimed to suggest ways to utilize local governments' SNS by recognizing whether advertising affinity affects advertising effectiveness and significant differences between photo types (personality or absence) and generation. The survey was conducted from 1 April to 16 April 2021, and a total of 235 copies were used for empirical analysis. According to the analysis, advertising likeability affects advertising effects, and photos involving tourists have a greater impact on advertising effects in their 20s. This will require local governments to make various efforts to identify the generations that access SNS the most, and to encourage them to post photos suitable for that generation, along with ensuring that tourists' photos are posted at tourist attractions.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.620-631
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• 2021

The study aim to test the effect of voice agent's preceding utterance type on the user experience in the smart home contexts by conversation types. Based on two types of conversation (task-oriented vs. relationship-oriented conversations) and two types of utterance (preceding vs. response utterances), four different scenarios were designed for experimental study. A total of 62 participants were divided into two groups by utterance type, and exposed to two scenarios of the conversation types. Likeability, psychological reactance, and perceived intelligence were measured for the user experience of conversational agent. The result showed main effects of likeability in task-oriented conversations, and of psychological reactance in preceding utterances. The interaction effect demonstrated that preceding conversation improved the likeabilitty and perceived intelligence in the task-oriented conversations.