• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.315-330
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• 2023

The purpose of this study is to explain eco-tourists' behavioral intention based on exploring Extended Theory of Planned Behavior and Sustainable Intelligence as moderating variable. To do so, the survey was conducted on eco-tourists from Dongbaek-Dongsan wetland, Jeju-do between March. 12th and 30th, 2023. As a result, eco-tourists aged 50 years old and over, and from Jeju-do with their family members have more possibilities to visit Dongbaek-Dongsan wetland. Also, this study analyzed that independent variables including subjective norm, epistemic value, emotional value and attitude showed significant effects on behavioral intention. Further, sustainable intelligence as the moderating variable showed its moderation effects between independent variables including attitude and subjective norm, and behavioral intention as dependent variable.

• Journal of Agricultural Extension & Community Development
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• v.30 no.2
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• pp.69-82
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• 2023

This study aims to examine the moderating effects of work hours between job stress and quality of life of young farmers. A survey was conducted on 618 young farmers for one month from July 1, 2022. The main analysis results are as follows. First, quality of life and job stress, quality of life and work hours had a negative correlation, and job stress and work hours had a positive correlation. Second, work hours were found to have a moderating effect on the relationship between job stress and quality of life. Third, as a result of identifying the area of significance of work hours, it was found that work hours played a role in moderating the relationship between quality of life and job stress when work hours were longer than 1.327 hours. Fourth, as a result of visualizing the moderating effect by dividing work hours into three groups: high, medium, and low, it was found that even if the level of job stress was the same, the farmers with long work hours perceived their quality of life to be worse than those with shorter work hours. It can be said that in order for young farmers to settle down and live stably in agriculture and rural areas as professionals, it is very important to actively develop and support policies to improve the working environment in the agricultural sector that can secure time to enjoy culture and leisure and relieve job stress.

• Korean Journal of Culture and Social Issue
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• v.30 no.3
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• pp.379-406
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• 2024

This study examines the moderation effect of social support and acceptance of sexual orientation on the mediation effect of through rumination on the relationship between microaggression against sexual orientation and LGB's depression. To this end, an online survey was conducted among cisgender homosexuals and bisexuals aged 18 years and older, and 380 participants were ultimately selected for the study. The results of the study were as follows. First, the correlations of all variables were significant except for the relationship between rumination and acceptance of sexual orientation. Second, rumination partially mediated the pathway of microagression against sexual orientation predicting LGB's depression. Third, the moderated mediation effect of social support and acceptance of sexual orientation on the relationship between microaggression, rumination, and depression was found. The effect size of social support was found to be larger than that of acceptance of sexual orientation. Based on these findings, the implications of the study, possible interventions in counseling, and suggestions for further research were discussed.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• Knowledge Management Research
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• v.22 no.2
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• pp.189-208
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• 2021

The purpose of this study was to identify the effect of education service quality (quality of professor service, quality of curriculum service) on career decision-making, self-efficacy, career decision level, and career preparation behavior. Appropriate measures were developed and tested on 426 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. To ensure the reliability and validity of the questionnaire, frequency analysis, reliability analysis, and validity analysis were conducted. To ensure the reliability and validity of the measurement model, the CFA(confirmatory factor anlaysis) were conducted. The SEM(structural equation modeling) analysis was undertaken to perform the path analysis among the variables and to assess the suitability of the model. MCFA(multi group CFA) and MSEM(multi group SEM) were performed to confirm the moderation effect. Results of the study are summarized as follows: Firstly, education service quality has positive effects on career decision-making self-efficacy. Second, career decision-making self-efficacy has positive effects on career decision level and career reparation behavior. Third, career decision level has positive effects on career reparation behavior. Finally, it was found there exists a moderating effect of freshman/registered student between education service quality, career decision-making self-efficacy, career decision level, career preparation behavior. As a result of this study, it is suggested that investigation of extraneous variables which help to improve career preparation behavior and career decision level as for career of university student will contribute to university education.

• Journal of Distribution Science
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• v.13 no.5
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.411-418
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• 2020

The purpose of this study was to examine the influence of actor awareness on advertising effect, and to find out whether there is a moderation effect between actor awareness and perceived fit of PPL brand and drama. For this purpose, this research conducted an experimental study through the treatments. A total of 452 participants attended to the experimental study and responded to the questionnaire. As a result, the awareness of the actor did not affect the ad attitude, but it influenced the brand attitude significantly. The perceived fit between PPL brand and drama influenced both the ad attitude and brand attitude significantly. The interaction of actor awareness and perceived fit was significant in ad attitude but not in brand attitude. In addition, purchase intention increased as the attitude toward ad and brand was positive. The purpose of this study is to contribute to establishing a PPL profit strategy for web dramas by examining the relationship between actor awareness and advertising effects, and the moderating effect of perceived fit between PPL brand and drama.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.7
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• pp.4586-4594
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• 2015

This study investigated the relationship between self-esteem and the maladaptive behavior of the youth and examined the moderating effects of father attachment and mother attachment in the relationship of self-esteem and maladaptive behavior. Utilizing SPSS win18.0 program for data analysis, after carrying out descriptive statistics analysis and a simple correlation analysis, hierarchical multiple regression analysis was performed to investigate the interaction model, the primary purpose of this study. The results of this study are as follows. First, the relationship of both self-esteem and maladaptive behaviors of adolescents was significant in the negative direction. Second, father attachment showed no moderation effect in the relationship between self-esteem and maladaptive behavior of adolescents. Third, mother attachment played a quantitative moderating role in the relationship of self-esteem and maladaptive behaviors of adolescents. This study suggested the implication to reduce youth maladaptive behavior in the base of these results.

• Journal of agricultural medicine and community health
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• v.43 no.1
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• pp.31-40
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• 2018

Objectives: The purpose of this study is to examine the moderating effect of social supports on the relationship between grief level and suicidal ideation of the elderly living alone. Methods: We analyzed data from a questionnaire administered to subjects aged 65 years or older living alone for a 2017 community mental health project in Gyeongnam S city. To investigate the moderating effects of variables, we conducted a hierarchial regression analysis and confirmed the change $R^2$. Results: When adjusted for education and economic level, grief level had not a direct impact on suicidal ideation. And it was found that interdependent social support was moderating variables in the relationship of grief level and suicidal ideation of the elderly living alone. Conclusions: There is a need for appropriate programs that reduce suicidal ideation and therefore suicidal action. Moreover, it is especially necessary to enhance interdependent social supports.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.