• 한국컴퓨터정보학회논문지
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• 제24권4호
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• 한국조경학회지
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• 제40권6호
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• pp.47-59
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• 2012

본 연구에서는 도로경관에서 중요한 요소인 가로수에 대한 감성적 이미지를 평가해보기 위하여 3차원 시뮬레이션을 이용하여 수종 계절별 경관이미지를 제작하였다. 대상지는 대구광역시 수성구에 위치한 동대구로로 설정하였으며, 평가 수종은 개잎갈나무, 메타세콰이어, 튜울립나무, 느티나무로 선정하였다. 제작된 이미지를 바탕으로 설문을 실시한 결과, 여름경관에서는 느티나무의 선호도가 가장 높은 것으로 나타났으며, 가을 및 겨울경관에서는 메타세콰이어의 선호도가 높게 분석되었다. 감성적 평가요인을 도출하기 위하여 요인분석을 실시한 결과, 심미적 요인, 인지적 요인, 개성적 요인, 자연적 요인, 공간적 요인이 도출되었으며, 선호도에 가장 큰 영향을 미치는 요인은 모든 계절에서 공통적으로 심미적 요인인 것으로 나타났다. 메타세콰이어의 경우 겨울경관에서 다른 수종에 비해 선호도 및 긍정적 의미의 감성이미지가 높게 평가되었으며, 심미적 요인의 감소가 다른 수종에 비해 적은 것으로 분석되었다. 본 연구는 수종의 종류 및 계절변화에 따른 감성이미지의 정량적 평가를 통해 쾌적한 도로경관 조성을 위한 객관적 자료 제시 및 경관계획에 활용될 수 있을 것으로 판단된다.

• 한국수학교육학회지시리즈E:수학교육논문집
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• 제29권1호
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• pp.51-72
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• 2015

본 논문은 대학생 124명을 대상으로 수학 교과와 수학 학습에 대한 긍정적 또는 부정적 인식과 그러한 인식을 갖게된 시기와 이유를 조사하여 범주화하고 각 범주별 특성을 분석하는 것을 목적으로 하였다. 이를 위해 수학에 대한 느낌을 은유로 표현하고 그 이유를 자세히 설명하도록 하였으며 학생들의 은유 표현을 긍정형, 부정형, 혼재형, 판정불가로 분류하여 남녀 성별 및 계열별로 각 유형별 비율과 유형별 표현의 특성을 살펴보았다. 또한, 학생들의 수학에 대한 선호 시기와 비선호 시기를 초등학교, 중학교, 고등학교, 대학교, 항상, 없음의 여섯 시기로 나누어 각 영역별 비율을 살펴보았고, 선호 및 비선호 이유를 성적요인, 정의적 요인, 내용적 요인, 교사 요인, 기타 요인과 같이 다섯가지로 나누어 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 학생들의 제시한 수학 은유 표현은 긍정형이 27%, 부정형이 42%, 혼재형이 27%로 부정형 표현을 가장 많이 제시하였다. 특히, 계열별 분석에서는 인문사회계열과 공학계열의 학생들은 부정형 표현이 긍정형에 비하여 2배 정도 높았지만, 자연계열 학생들의 경우에는 반대로 긍정형 표현이 부정형에 비하여 2배 정도 높은 비율을 보였다. 둘째, 수학에 대한 선호시기와 이유를 묻는 질문을 한 결과, 초, 중, 고등학교로 진급할수록 수학에 대한 선호 비율이 높아졌다. 당시 수학을 선호했던 이유로는 성적 요인과 정의적 요인이 높은 비율을 보였다. 셋째, 수학 비선호 시기와 이유에 대한 질문 결과를 보면, 마찬가지로 초, 중, 고등학교로 진급할수록 수학에 대한 비선호 비율이 높아졌다. 그 이유로는 수학 학습 내용의 난이도가 갑자기 높아졌다는 내용적 요인과 성적 요인을 제시한 경우가 많았다.

• 한국의류산업학회지
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• 제4권1호
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• pp.11-18
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• 2002

The purpose of this study was to investigate the characteristic and composition factor of Japanese costume design. The stimulus were 25 contemporary costume design which represented the traditional image of Japanese. The main survey of questionary consisted of their evaluation of the Japanese costume image by 26 semantic differential bipolar scales and the subjects were 99 female students majoring in clothing and textiles. The data were analyzed by Factor analysis, Multidimensional Scaling Method and Regression Analysis. The major findings were as follows. As a result of design analysis, contemporary Japanese costume design which represented the traditional image had traditional form, color, texture, pattern, etc. Through factor analysis about Japanese costume image 7 factors were identified; Attractiveness, Attention, Cool and warm, Neatness, Activeness, Maturity, Classics. According to image positioning, Japanese costume design was classified by simple-decorative, soft-hard. As the result of regression analysis, The preference of Japanese costume image was related to attractive factor.

• 한국조리학회지
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• 제12권3호
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• pp.1-16
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• 2006

This study investigates the level of customers' preferences for the menu at rice cake cafes. The study aims at examining the potential of restaurants with rice cake dishes and suggesting the ways to contribute to the potential. For this study, various rice cake cafes in Seoul which were often mentioned in the Internet portal sites and mass media are selected such as Jilsilu, Midan, Yaemunbyeonggwa, and Howeondang. Some of the customers in these rice cake cafes from August 16th to 26th in 2005 are the participants in this study. Using Windows SPSS 11.0 for statistical analysis, the validity of the items in the questionnaire is tested through Cronbach's Alpha which also reveals the internal reliability. Variables are analysed to eliminate less important variables. In order to examine the differences between groups by norm population profiles, t-test and ANOVA are conducted. For obtaining the degree of impact of rice cake cafe preference variables on the satisfaction in the rice cake cafe, regression analysis is carried out. As a result, for preferences for dishes, 19 variables among 22 are identified and divided into four factors which are named as 1) fundamental factor, 2) external factor, 3) appearance factor, and 4) structural factor. The fundamental factor, external factor, appearance factor, and structural factor are all significantly influential to the level of satisfaction with the menu, yet the fundamental factor is the most powerful factor among them.

• 디자인학연구
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• 제14권2호
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• pp.137-146
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• 2001

In this paper it is investigated that the visual elements of preference which influence the visual preference for bench. "What color of bench is preferred when the location is the same\ulcorner" Started from those questions, the elements of preference which influence the visual preference for bench is investigated. In this research, a equal standard mark system is applied for the evaluation of visual elements of preference and then the relationship between the visual preference and the elements of preference are examined by the method of multiple regression analysis. The result of primary factor analysis from the visual evaluation in this paper will affect visual preference of the bench in urban park. Thus, the result of this study will contribute to development of urban parks for the maximum satisfaction of park visitors supplying necessary information for a resting place planning and design. It will provide a useful management guide of urban park facilities to prepare a strategic management plan of the benches from the users point of view. Especially, to know the correct preference of people, which will be provided by the evaluation of visual preference to bench will be the key to rest place planning.

• 한국조경학회지
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• 제25권3호
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• pp.210-221
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• 1997

This study was conducted to investigte the visual preference and response between introduced and native trees for utilization of the south native trees in interior space. 1. The intensity of illumination was below 500lux at 24 buildings of interior spaces surveyed. Generally the temperature was 24~$26^{\circ}C$, and humidity was 60~70%. 2. Total number of introduced tree species were 9 familiar, 16 genus, 18 species, especially palm genus were the largest tree among them at these surveyed interior spaces, but native trees were only 2 species. The introduced tree of 2 to 3m in height was 46 percent, and the case of 1.2 to 2m was 42 percent. 3. The mean of visual preference was the highest at Rhapis excelsa and howeia belmoreana, and followed with Neolitsea sericea, Daphniphllum macropodum, Listsea japonicum. In the mean of visual preference for selected tree groups, native tree was not different as compared with introduced tree. 4. Visual image factor of the native and introduced trees at interior spaces was classified by individual factor and emotional factor. These 2 factors were shown 66.5% total variance. The native tree was strongly recognized on individual factor, as , and introduced tree was also strongly recognized on emotional factor. 5. In the analysis of visual preference and image, a difference between the selected groups of the introduced and native trees were not shown significant, and the introduced trees were similar to the native trees on the visual image. This result was as follow There was an analogy between Cinnamomum camphora, Ligustrum japonicum and Ficus retusa, Ficus benjamina. There is an analogy between Castanopsis cuspidata var. sieboldii, Cinnamomum japonicum and Ficus retusa, Ficus benjamina. There was an analogy between Elaeocarpus sylvestris var. ellipticus, Fatsia japonica and Rhapis excelsa, Howeia belmoreana. There was an analogy between Neolitsea sericea, Daphniphyllum macropo여, Listsea japonica and Rhapis excelsa, Howeia belmoreana. There was an analogy between Elaeocarpus sylvestris var. ellipticus, Fatsia japonica and Dracaena fragranse, Ficus elastica, Monstera deliciosa.

• 한국의류학회지
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• 제27권2호
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• pp.188-199
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• 2003

This study intended to analyze the differences in (general & apparel) color preference and possession of apparel color preference(POA) by influential factors(fashion involvement, age, body-size and body- cathexis). We collected data from 303 females in the ages of 20's and 40's living in Seoul. The results were as follows; As a result of factor analysis, the fashion involvement was categorized into three aspects: coordinating fashion involvement, opinion-leading fashion involvement, and innovating fashion involve ment. There were significant differences among fashion involvement groups in the color preference and POA. Also the significant differences in color preferences and POA by ages and body-size were found. But in the analysis based on body-cathexis, no noticeable variance between different groups were found.

• 한국생활과학회지
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• 제18권1호
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• pp.137-143
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• 2009

The purpose of this study is to examine the evaluation of texture image and preference according to the structural characteristics of silk fabric, and to analyze the effects of texture image and sensibility on the preference. 53 female subjects evaluated fabric image and sensibility of 17 specimens of white silk fabrics sold on the market with semantic differential scale. The data were analyzed through factor analysis, Pearson correlational coefficient and t-test using SPSS win 13.0. For the evaluation, structural characteristics such as fiber contents, weave type, weight and thickness were analyzed. Factor analysis showed that sensibilities were classified into 3 categories; 'surface property', 'weight', 'flexibility'. Fabric images were classified into 2 categories; 'elegance' and 'naturalness'. Statistically significant differences of structural characteristics on the texture image were observed. Weave type affected 'surface property' and fiber contents affected' flexibility'. Weight and weave type affected' elegance', too. The significant factors affecting preference were fabric image of 'elegance' and structural characteristics of 'weave type'. The results of this study showed that the most preferred silk fabric is smooth and soft satin weaved fabric with texture image of 'elegance'.

• 한국생활과학회지
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• 제13권4호
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• pp.609-616
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• 2004

The purpose of this study is to examine the difference of judge's gender and age groups in preference of S/S men's suit fabrics, and to analyze the relationship between the preference and the texture by gender and age group. For this study, 60 types of S/S men's suit fabrics were used with variously-composed fibers, such as wool, wool-blended, and PET, thickness, and weight. To evaluate the texture and the preference subjectively, nine ranks' semantic differential scale questions of 22 texture adjectives and preference of 4 apparel items were developed, Through the factor analysis, texture adjectives were classified into 7 categories: "stiffness," "elasticity," "bulkiness," "coolness," "smoothness," and "drapability." Depending on gender and age groups of judges, statistically significant differences on texture factors and the preference were observed. Especially, men under 30 years of age showed a higher grade of stiffness and a lower preference on pants than other groups. The relationship between the texture and the preference was different by gender and age group: Women evaluated a preference of men's suit fabrics in relation to stiffness and smoothness, whereas men did so in relation to stiffness, smoothness, coolness, and drapability. A young age group put more importance on drapability for preference of men's suit fabric.