• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Journal of Music and Human Behavior
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• v.4 no.2
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• pp.1-17
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• 2007

Huge growth in developmental level, new accomplishment, and The period of adolescents is not only the transition stage but also improvement of academic level. In this level of stage, adolescents have difficulties in development, so they show psychological abnormality such as stress and depression. They could develop mental disorder such as depression or anxiety if they do not overcome the abnormality. According to the situation of the insufficiency of the decent program for adolescents' mental health in the current society, we are strongly requested to develop the psycho-therapeutic program for them. Therefore, in this study, we examined the effect of the musical activities as blues music structure on the improvement of the Self-Efficacy in the female middle school students who have depressive tendencies as well as what they experienced through the activities. The 3 participants were selected out of 70 students in the first year at the "D" middle school in Seoul by being tested with Child Depression Inventory(CDI) and Self-Efficacy Scale(SES). The musical activities were built with 3 steps. Of which, the first one was the introduction to each other, the formation of rapport, and induction of their interests to the musical activities through blues. The second one was letting participants learn the blues music structure by practice and play assigned music(including improvisation) during later 5 sessions with different difficulties at each session. The third one was giving them opportunities to play a music out of the acquired ones during the session or creative music by their own, which results in maximizing musical activities and an acquired experience. As a result, first of all, the scores of CDI test of 3 participants in 10 time sessions showed slight changes, suggesting the negative correlation between CDI and SES even though changes were not big differences. Secondly, the scores of SES test of 3 subjects in 10 time sessions were all changed and especially preference for tasking was significant. Thirdly, the scores of SES for musical playing test of 3 participants in 10 time sessions were all changed and especially preference for musical tasking was significant shown. Finally, according to answers of 3 participants in 10 time sessions for the after questionnaire on musical activities, participants experienced affirmative self-confidence and positive emotion. Taken together, it was suggested that musical activities using blues music structure could be promising therapeutic intervention method.

• Korean Security Journal
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• no.13
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• pp.471-485
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• 2007

This study is performed to find out what type instructions are produced to players by coaches and what effects are resulted in cooperative spirit of the concerned group. Furthermore the study has its aims at advancing instructors' skills by using finding of it. The study used 'SPSS 11.0 FOR WINDOW - Statistical Package' to analyze the collected samples and dealt with data of 174 individuals. Statistical analysis of the research for hypothesis verification was about frequency, trust level, mutual relationship, variables, and T-verification. The meaningful level for any result was ranged within 95%(p< .05), 99%(p<.01). The finding are as follows. Effects on pleasure, one of elements of team spirits taken by instructor's training style are analyzed as follows. It was proved to be meaningful in relation with a series of activities like training, democratic, social, compensatory aspects and showed also considerable relation with power based behaviors. That says, players are found to enjoy high pleasure when social and bureaucratic behaviors of instructors are very energetic. In addition to that, training, democratic, and compensatory activities didn't show any meaningful effect. Team spirit was found to play a main role between instructor's behaviors and training, democratic, social rewarding activities. Democratic and social acts influence on team spirit. Looking into the detailed aspects, team spirit was resulted very high in the individuals with low democratic mind and was shown high group spirit by groups with high sociable activities. Teamworks was found to be affected by relation between instructor's acts and training, democratic, social and compensatory aspects and it showed meaningful relations with training, social, bureaucratic behaviors. Low degree of training and bureaucratic activities are found to prefer for power team spirit, and high social activities led a strong teamworks. Group binding spirit was influenced by training, democratic, social compensatory, bureaucratic behaviors and it showed to give effects on democratic, social, and bureaucratic activities of instructors. Low degree of democratic and bureaucratic behaviors are found to produce strong team spirit. In contrast with that, strong social activities was found to be motive of powerful team spirit. Value of team spirit was found to play a main role between instructor's behaviors and training, democratic, social, rewarding activities. It didn't show any meaningful effect on behavior of instructors.

• Journal of the Mineralogical Society of Korea
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• v.27 no.4
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• pp.301-310
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• 2014

To investigate the role of fault gauge in the behavior of heavy metals caused by the acid rock drainage in the area of pyrite-rich andesite, XRD, pH measurement, XRF, SEM-EDS, ICP, and sequential extraction method were used. Bed rock consists of quartz, pyrophyllite, pyrite, illite, and topaz, but the brown-colored fault gouge is composed of quartz, illite, chlorite, smectite, goethite, and cacoxenite. The mineral composition of bed rock suggests that it is heavily altered by hydrothermal activity. The concentrations of heavy metals in the bed rock are as follows, Zn > As > Cu > Pb > Cr > Ni > Cd, and those in fault gouge are As > Zn > Pb > Cr > Cu > Ni > Cd. The concentrations of the heavy metals in the fault gouge are generally higher than those in the bed rock, especially for Pb, As, and Cr, which were more than twice as those in the bed rock. It is believed that the difference in the amount of heavy metals between the bed rock and the fault gouge is mainly due to the existence of goethite which is the main mineral composition in the fault gouge and can play important role in sequestering these metals by coprecipitation and adsorption. The low pH, caused by oxidation of pyrite, also plays significant role in fixation of those metals. It is confirmed that the fractions of labile (step 1) and acid-soluble (step 2), which can be easily released into the environment, were higher in the bed rock. Those fractions were relatively low in fault gauge, suggesting that fault gauge can play important role as a sink of heavy metals to prevent those ones from being released in the area where the acid rock drainage can have an influence.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.17 no.1
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• pp.19-26
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• 2006

Objectives : The object of this study was to examine computer game playing patterns and psychopathologies related to computer game addiction in school-age children. Methods : The subjects were 533 elementary school students (4th to 6th grade) in Kangdonggu, Seoul. We evaluated computer playing patterns of all subjects using computer game playing pattern questionnaire, and determined the risk group of computer game addiction by internet game addiction scale score. We evaluated subscale score of K-CBCL from parents of all subjects, and conducted correlation analysis and logistic regression analysis between computer game addiction and subscale score of K-CBCL. Results : In 488 responders, 10.2% of started playing computer game in preschool age, and 67.2% started at low grade of elementary school. The mean frequency of computer game play per week was 3.66 days. Mean time spent playing computer games per day was 1.89 hours. 'Simply for fun' was the most common reason far playing computer games (40.8%). Male subjects showed statistically significant differences in age of starting computer game, frequency of computer game play per week, reasons for playing computer game and computer game addiction scale scores. There were significant correlations between computer game addiction scale scores and academic performance, somatic complaints, attention problems, and internalizing problems in K-CBCL. But In logistic regression analysis, only attention problems among K-CBCL subscales showed significant predictability to computer game addiction. Conclusion : Upper grade elementary school students experienced computer game playing at the very early age, and spend much time in playing computer games. There were significant correlation and predictability between computer game addiction and attention problems.

• Asia pacific journal of information systems
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• v.18 no.3
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• pp.147-165
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• 2008

IT education can be summarized as persuading the educatee to accept IT. The persuasion is made by delivering the messages for how-to-use and where-to-use to the educatee, which leads formulation of a belief structure for using IT. Therefore, message based persuasion theory, as well as IT acceptance theories such as technology acceptance model(TAM), would play a very important role for explaining IT education. According to elaboration likelihood model(ELM) that has been considered as one of the most influential persuasion theories, people change attitude or perception by two routes, central route and peripheral route. In central route, people would think critically about issue-related arguments in an informational message. In peripheral route, subjects rely on cues regarding the target behavior with less cognitive efforts. Moreover, such persuasion process is not a one-shot program but continuous repetition with feedbacks, which leads to changing a belief structure for using IT. An educatee would get more knowledge and experiences of using IT as following an education program, and be more dependent on a central route than a peripheral route. Such change would reformulate a belief structure which is different from the intial one. The objectives of this study are the following two: First, an identification of the relationship between ELM and belief structures for using IT. Especially, we analyze the effects of message interpretation through both of central and peripheral routes on perceived usefulness which is an important explaining variable in TAM and perceived use control which have perceived ease of use and perceived controllability as sub-dimensions. Second, a longitudinal analysis of the above effects. In other words, change of the relationship between interpretation of message delivered by IT education and beliefs of IT using is analyzed longitudinally. For achievement of our objectives, we suggest a research model, which is constructed as three-layered. While first layer has a dependent variable, use intention, second one has perceived usefulness and perceived use control that has two sub-concepts, perceived ease of use and perceived controllability. Finally, third one is related with two routes in ELM, source credibility and argument quality which are operationalization of peripheral route and central route respectively. By these variables, we suggest five hypotheses. In addition to relationship among variables, we suggest two additional hypotheses, moderation effects of time in the relationships between perceived usefulness and two routes. That is, source credibility's influence on perceived usefulness is decreased as time flows, and argument quality's influence is increased. For validation of it, our research model is tested empirically. With measurements which have been validated in the other studies, we survey students in an Excel class two times for longitudinal analysis. Data Analysis is done by partial least square(PLS), which is known as an appropriate approach for multi-group comparison analysis with a small sized sample as like this study. In result. all hypotheses are statistically supported. One of theoretical contributions in this study is an analysis of IT education based on ELM and TAM which are considered as important theories in psychology and IS theories respectively. A longitudinal analysis by comparison between two surveys based on PLS is also considered as a methodological contribution. In practice, finding the importance of peripheral route in early stage of IT education should be notable.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.18 no.1
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• pp.10-15
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• 2007

Probably the three most important components to a comprehensive evaluation of patients with attention-deficit hyperactivity disorder (ADHD) are the clinical interview, the medical examination, and the completion and scoring or behavior rating scales. Teachers and other school personnel are often the first to recognize that a child or adolescent might have ADHD, and often play an important role in the help-seeking/referral process. A diagnostic evaluation for ADHD should include questions about ADHD symptoms, other problems including alcohol and drug use, family history of ADHD, prior evaluation and treatment for ADHD. Screening interview or rating scales as well as interviews should be used. When it is feasible, clinicians may wish to supplement these components of the evaluation with objective assessments of the ADHD symptoms, such as psychological tests. These tests are not essential to reaching a diagnosis, however, or to treatment planning, but they may yield further information about the presence and severity of cognitive impairments that could be associated with some cases of ADHD. Screening for intellectual ability and academic achievement skills is also important in determining the presence of comorbid developmental delay or loaming disabilities. The number and type of symptoms required for a diagnosis of ADHD vary depending on the specific subtype. To receive a diagnosis of ADHD, the person must be experiencing significant distress or impairment in daily functioning, and must not meet criteria for other mental disorders which might better account for the observed symptoms such as mental retardation, autism or other pervasive developmental disorders, mood disorders, anxiety disorders. This report aims to suggest a practice guideline of assessment and diagnosis for children and adolescents with ADHD in Korea.

• Journal of the Korea Concrete Institute
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• v.25 no.4
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• pp.389-400
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• 2013

Little investigations have been carried out to study the shear behaviors of RC beams with recycled aggregates. So, this experiment investigates the shear performance and suggests the possible application of Recycled Concrete Aggregate (RCA) for building structures. In general, shear strength of reinforced concrete beam without stirrups is dependent on the compressive strength of concrete, the longitudinal steel ratio, and the shear span-to-depth ratio. In this study, total 28 recycled aggregate concrete beams without shear reinforcement were tested by two-point load and all beams were singly reinforced. The variables studied in this investigation are shear span-to-depth ratios (a/d=2, 3 and 4), RCA replacement ratios (0, 15, 30 and 50%) and longitudinal steel ratios (0.80, 1.27 and 1.84%). The designed concrete compressive strength with a 30 MPa is used. This research will play an important role toward the establishment of the structural design standard for RCA concrete.

• Industry Promotion Research
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• v.5 no.3
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• pp.89-96
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• 2020

This study is to study Adler's individual psychology and to study the counseling process and counseling techniques based on the counseling theory derived there. The progress of Adler's consultation process is first, and the relationship formation phase is the phase of seeking equal and mutually cooperative relations working as active partners toward agreed objectives between the counselor and the counsellor. Second, the lifestyle search phase is an important goal to understand lifestyle and how lifestyle affects life's task. Third, the insight phase is the one that has insight. Fourth, it is carried out in the financial direction (transformation of behavior). Adler's counseling techniques include general techniques and special techniques, and general techniques include promptness, advice, encouragement, paradoxical intentions, demonstration of poetry, and role play. Special techniques include pressing a doorbell, spitting on a physician's soup, Midas technique, entertaining others, avoiding low-quality children and self-restraint. In conclusion, individual psychological counseling is based on growth model, not medical model, and has more interest in re-education and re-lighting healthy individuals and societies than on the aspect of treatment. Therefore, it applies to various areas such as child guidance centers, parent-child counseling, marital counseling, family counseling, group counseling and treatment, personal counseling for children and adolescents, cultural conflicts and mental health campaigns.

• Journal of the Korean Academy of Child and Adolescent Psychiatry
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• v.7 no.1
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• pp.14-22
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• 1996

This study aims to look at main problems of visiting the clinic, diagnoses and other related factors of outpatients in a private psychiatric clinic f3r children and adolescents located in Seoul. The analyses were based on the reports of 2,785 patients who were 18 years old and less, and visited the clinic during last 4 years. The results showed that the ratio of boys to girls was 2.7 to 1, and about 64% of the whole sample were 6 years old and less. Especially the percentage of patients aged 3 and less was the highest and that of schoolage and more was gradually reduced. The average number of siblings was 195 and the percentage of the first child in a family was the highest. Particularly, there were more boys in rase of one child families and more girls in case of families with 3 children and more. The chief problems were mainly language-deficit, hyperactivity, autistic behaviour, tic, aggressive behavior and academic problem. The higher frequency of diagnoses was in the order of parent-child problem, mental retardation, developmental language disorder, reactive attachment disorder, other emotional disorder, and pervasive developmental disorder. The more frequently used method fir treatments was in the sequence of psychotherapy, play therapy, parental counseling, occupational therapy and speech therapy. The results from this study were compared with those from other studies and discussed.