• Journal of Distribution Science
• /
• v.13 no.1
• /
• pp.71-81
• /
• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• Journal of the Korean Society of Earth Science Education
• /
• v.9 no.1
• /
• pp.27-38
• /
• 2016

Through the systematic analysis on articles about the environment in newspapers, the news reports were considered as effective materials, so after being reconstructed, they were used as learning materials in a lesson on environment contamination which is newly introduced in Earth Science I from the 2009 curriculum revision. To examine students' attitude toward science, before and after NIE application to the students, Test of Science Related Attitudes(TOSRA) as a test tool was carried out which was composed of 7 categories - four optional questionnaires for each category, 28 in total were used. The result was as follows: in a pretest, based upon the average scores by factors the factors ranked from the highest to the lowest as follows: the social meaning of science, the acceptance of the scientific attitude, the commonness of a scientist, the attitude to scientific exploration, the pleasure in science class, the vocational interest in science, the concern over science as a hobby, and in posttest, their ranking as follows: the acceptance of the scientific attitude, the pleasure in science class, the commonness of a scientist, the social meaning of science, the attitude to scientific exploration, the vocational interest in science, the concern over science as a hobby. Also they were all statistically significant at a significant level p<0.05. However, the test revealed that there were some negative effects on the social meaning of science and the attitude to scientific exploration and therefore it is judged that in order to overcome those influences, some bright articles about solving the environment contamination should be applied to the lessons and be complemented effectively by experiments and various media: NIE as well as science magazines, data from Internet search and treatises on science.

• Korean journal of food and cookery science
• /
• v.22 no.2 s.92
• /
• pp.229-236
• /
• 2006

The study investigated the hygienic practice attitudes of 500 housewives living in the Seoul area through survey. The suey questionnaire evaluated general information, purchasing behaviors, 4 parts of hygienic practice attitude and the associated factors. The subjects were mostly full-time housewives aged in their $30{\sim}40's$, high school graduates from middle-class families who had been married for $6{\sim}10$ years. The mean score for hygienic practice attitude was 2.9 out of 5 point scale, representing a fairly low hygienic practice attitude except for food preparation area(3.4 pt.). Factors affecting hygienic practice attitude were age, occupation, and marriage term. Practice attitude was positively correlated with age (p<0.01). Full-time housewives had better practice attitude. Housewives with <5 and >26 years of marriage showed inferior practice attitude (p<0.05). In addition, food purchasing behaviors were strongly related to hygienic practice attitude. Housewives gathering hygiene information from mass media maintained a significantly higher practice attitude (p<0.05), and so did the housewives focusing on 'nutrition' and 'freshness' when fish and frozen foods were purchased (p<0.05). In contrast, housewives focusing on cost had a significantly lower practice attitude (p<0.05). In conclusion, the level of hygienic practice attitude of housewives was fairly low and was affected by age, occupation status, marriage term and several aspects of purchasing behaviors. Therefore, it is extremely important to conduct training and education for housewives to improve their hygienic practice attitude and awareness of hygiene.

• Journal of The Korean Association For Science Education
• /
• v.34 no.5
• /
• pp.491-497
• /
• 2014

The purpose of this study is to investigate the structural relationships among the attitude toward science and science motivation such as affective characteristics, and self-regulated learning strategy such as cognitive factor of science achievement. 853 middle school students residing in Seoul completed questionnaires about attitude toward science, science motivation, and self-regulated learning strategy. The sample variance-covariance matrix was analysed using AMOS 20.0, and a maximum likelihood minimization function. The results are as follows: First, attitude toward science, science motivation and self-regulated learning strategy of middle school students were all found to have a significant direct effect on science achievement. Second, attitude toward science and science motivation in middle school students has a direct effect on the self-regulated learning strategy. Third, attitude toward science in middle school students has a substantial indirect effect on science achievement mediated by their self-regulated learning strategy. Forth, science motivation in middle school students has indirect effect on science achievement mediated by their self-regulated learning strategy. Therefore, in order to improve science achievement among middle school students, teachers should consider synthetically the affective characteristics such as attitude toward science and science motivation, and cognitive factor such as self-regulated learning strategy.

• Journal of Fisheries and Marine Sciences Education
• /
• v.27 no.2
• /
• pp.505-515
• /
• 2015

This study aimed at identifying the differences between gifted students and general students in parental attitude toward science and trust perceived by them and their science self-efficacy. To achieve this purpose, a quantitative research was carried out for elementary gifted and general students. The results were as follows. Firstly, Gifted students recognized more positively their parents' attitude toward science than general students, and both of groups perceived more positively their mothers' than fathers'. Secondly, Parents' trust by gifted students was perceived more positively than by general students, but showed no difference between fathers and mothers. Thirdly, The average of science self-efficacy for gifted students was statistically meaningfully higher than for general students.

• Journal of Korean Elementary Science Education
• /
• v.24 no.3
• /
• pp.292-300
• /
• 2005

Interest and importance about science attitude are increasing. Science attitudes may influence on students' attainment, consistency and quality of classwork as well as their later views of science education and scientific occupations. This study performed qualitative analysis of the variables that influence on their change of science attitude. To serve the purpose, the participating students in this study were selected from 4th to 6th grade. Interview was administrated to 33 elementary students. The result of this study showed that many science activities or experiments must help students to have positive science attitudes. Science teacher's role is definite and science experience. teacher, classroom climate, and friends influenced on science attitude change. Thinking the results of the present study, it is expected to continue additional research about whether science attitude is influenced on these variables.

• Journal of The Korean Association For Science Education
• /
• v.33 no.2
• /
• pp.511-521
• /
• 2013

This study aims to investigate the effects of science writing activities on the students' science-related attitude, motivation for learning science, and academic achievement. One hundred and twenty seven second graders of a middle school located in Gyeonggi province participated in this study. The experimental group performed science writing activities, while the comparative group performed problem solving activities at the end of the regular science lessons over 30 class hours. For the students' science-related attitude and motivation for learning science, TOSRA, PALS, and MSLQ were used with some modification and supplementation. For the students' academic achievement, scores on science examinations were used. The results of this study are as follows: First, the test of the science-related attitude showed that science writing activities have positive effects on the cultivation of sciencerelated attitude, as for the sub-factors, 'attitude towards scientific inquiry,' 'pleasure of science lessons,' and 'active attitude towards science'(p<.05). Second, the test of motivation for learning science showed that the science writing activities had positive effect on the improvement in students' motivation, as for the sub-factors, 'difference in values on task' and 'self-efficacy'(p<.05). Third, science writing activities are effective on improvement in the students' academic achievement(p<.05), especially on the high-level achievement group.

• Journal of Korean Elementary Science Education
• /
• v.34 no.1
• /
• pp.1-14
• /
• 2015

The variety of learners include students with disabilities and general students, and an ongoing focus of inclusive education research is non-discrimination. As part of integrated education, UDL (Universal Design for Learning) for students with disabilities supports a practical approach, participation, and advancement to improve learning opportunities for all students. The purpose of this study was to examine the effects of using UDL in science classes. The dependent variables of this study were academic achievement in science, scientific attitude, and scientific motivation. In this study, the experimental groups were 9 people in the 5th grade and 11 people in 6th grade. The experimental groups were taught science class using UDL. In order to analyze the learning outcomes, the structure equation model was performed. The results of this study were as follows: First, the science achievement of learning outcomes of the science class applying UDL directly affected both scientific attitude and scientific motivation. Second, the scientific attitude of learning outcomes of the science class applying UDL directly did not affect scientific motivation. According to these results, learning outcomes for science achievement of the science class applying UDL showed that UDL affected both general students and students with disabilities. To summarize the analysis of learning outcomes, science achievement directly affected both scientific attitude and scientific motivation while scientific attitude did not affect scientific motivation. This study offered a specific implementation method for integrated education. Using the structure equation model for analyzing the effect has more significance.

• Journal of Korean Library and Information Science Society
• /
• v.43 no.4
• /
• pp.139-159
• /
• 2012

The purpose of this research is to increase understanding about 'an attitude' and to develop the contents of the reading attitude survey questionnaire through the analysis and comparison of reading attitude models. An attitude has an individual's perception and feeling about events, problems, people or things, and it also includes the state prepared for reaction. An attitude consists of emotion, cognition and behavior and it is formed by experience, learning or value judgment. Reading attitudes are composed of cognitive factors that represent beliefs or opinions about reading, emotional factors that represent evaluation and emotion about reading, and behavioral factors that represent intentions or behavior to reading. The analysis of the components of the reading attitude models shows the fact that the influencing factors of reading attitude formation are the reading experience, beliefs of reading results, beliefs about others' expectations and reading environments. Thus, the contents of reading attitude survey questionnaires should include such contents as reading experience, beliefs of reading results, beliefs about others' expectations, and reading environments.

• Journal of Family Resource Management and Policy Review
• /
• v.9 no.1
• /
• pp.59-73
• /
• 2005

The purpose of this study was to understand which factors affect on the leisure constraint and leisure attitude of workers, to observe how the factors of leisure constraints affect on the leisure attitude. The subjects of this study were 267 urban workers who are older than 20 years old and resident in Seoul. The periods of this study was from November 15 to December 5. The modified versions of leisure constraint scale and leisure attitude scale were utilized for this study. The results of this study are as follows : First, as a result to compare the average of leisure constraint factors, intrapersonal constraint, which are individual mental status as interest, self-consciousness, uneasiness et at., was founded generally less than interpersonal constraints as personal relationship for leisure activity, or structural constraints as financial, time, information et at., Secondly, it was found that interpersonal constraint was statistically different in age, and that structural constraint was statistically different in sex, education, health status, marital status, income, and career. Thirdly, there were statistically different in cognitive leisure attitude, feeling leisure attitude, and behavioral leisure attitude according to the average monthly income and career. But, it was found that marital status and the five-day workweek system were not statistically different in 3 leisure attitude factors. Finally, 3 leisure constraint factors(intrapersonal, interpersonal, structural) had statistically significant effect on cognitive leisure attitude. Also, intrapersonal leisure constraint and interpersonal leisure constraint had statistically significant effect on feeling leisure attitude and behavioral leisure attitude