• Journal of Distribution Science
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• v.12 no.4
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• pp.55-63
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• 2014

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm's brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers' advertisement attitude, brand attitude, and purchasing intention was examined. Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City. Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy. Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

• The Journal of the Acoustical Society of Korea
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• v.30 no.4
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• pp.231-237
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• 2011

The purpose of this study is to examine the correlation between the preferred sensation type and speech sounds, especially on $F_0$ and the speech rates. Data for the sensation types and speech sounds were collected from 36 undergraduate and graduate students (17 male, 19 female). Subjects were asked to read a given text (400 syllables), describe a drawing, and give answers to some questions. We measured speakers' $F_0$ and speech rates. The results show that type V (Visual) has the correlation with the speech rates when type D (Digital) was ruled out, and type A (Auditory) has the correlation with the speech rates when type D was included. Furthermore, the analysis of the mean values of V, A, K (Visual, Auditory, Kinethetic) indicates that type V is characterized with faster speech rates and higher $F_0$ in all parts except for interview and the same is true for that of V, A, K, D (Visual, Auditory, Kinethetic, Digital) in all parts. In conclusion, this study proved that the preferred sensation type has the correlation with $F_0$ and speech rates. Based on the results of this study, $F_0$ and speech rates can be used to analyze the sensation types for individualized education as well as consultation. In addition, this study has great significance in that it lays a foundation for the study on the correlation between a preferred sensation type and speech sounds.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.521-534
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• 2016

This study examined the neurophysiological mechanisms of exercise deprivation by investigating differences in emotion changes and EEG prefrontal asymmetry in relation with exercise. Twenty male undergraduate university students in the 23-27 age range, amateur marathon runners, were selected as the participants (n=20) and divided into one of two experimental conditions at random: (1) exercise deprivation group (n=10), and (2) non-exercise deprivation group (n=10). PANAS-X measurement and EEG measurement from F3 and F4 scalp sites were performed at pre-test, 3 days after exercise deprivation, and 5 days after exercise deprivation. Results revealed that participants of EDG significantly decreased a positive effect after exercise deprivation on EEG and self-reported measures, and showed an increased negative effect after exercise deprivation on self-reported measures. In contrast, participants of NEDG significantly increased positive feelings after exercise and showed a decreased negative effect after exercise on EEG and self-reported measures. Our results showed that exercise deprivation increasing negative emotion after exercise deprivation. The findings of this study suggest that EEG frontal brain asymmetry can be used as diagnosing method for exercise deprivation.

• Journal of The Korean Association of Information Education
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• v.20 no.6
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• pp.629-644
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• 2016

The purpose of this study was to investigate the effects of whole-task sequencing emphasis manipulation on expertise acquisition in web based complex task. To achieve the purpose, emphasis manipulation sequencing type is composed of a simple emphasis manipulation, a snowballing manipulation, and a full emphasis manipulation sequencing and participants was drawn from a pool of 93 undergraduate students sampled for the study. According to the findings, a snowballing manipulation group invested significantly lower cognitive load than a full emphasis manipulation group but did not a simple emphasis manipulation group. Based on these findings, though complex task is included of high interactivity owing to real task, learner cannot suffer cognitive overload because emphasis manipulation which can view the whole task and the part task in parallel provides meta cognition for learner. And whole-task sequencing emphasis manipulation affects to transfer. The snowballing emphasis manipulation group invested significantly higher than simple emphasis manipulation group and full emphasis manipulation group. Based on these findings, the snowballing manipulation which learner use whole-task sequencing and part-task sequencing simultaneously contribute to understandings and ability to solve problems for complex task and it will in turn, lead to expertise acquisition.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.49-60
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• 2017

Previous research found that merely touching an object can create psychological ownership and the endowment effect. It was also found that just imagining touching an object without actually touching the object can make the same effect on psychological ownership. Prior research on haptic imagery examined the effect of haptic imagery induced by direct instruction of imaging on psychological ownership. We investigate a new method which can induce the haptic imagery in a more natural way than direct instruction of imaging. We manipulated imagery conditions such as visual-haptic congruence multimodal cue, visual-haptic incongruent multimodal cue, direct instruction condition and control condition, and examined the effects on imagery vividness, feeling of physical control, perceived ownership, and purchase intention. We conducted the experiment on 140 undergraduate students and our results showed that visual-haptic congruence multimodal cue condition is more effective than direct instruction of haptic imagery while visual-haptic incongruence multimodal cue condition is not effective. Our study extends prior haptic imagery research by making important marketing implications for online retailing.

• Journal of the Korean Society for Library and Information Science
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• v.52 no.3
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• pp.289-334
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• 2018

Even though information in many languages other than English is quickly increasing, English is still playing the role of the lingua franca and being accounted for the largest proportion on the web. Therefore, it is necessary to investigate the key features and differences between "information searching behavior using mother tongue as a search language" and "information searching behavior using English as a search language" of users who are non-mother tongue speakers of English to acquire more diverse and abundant information. This study conducted the experiment on the web searching which is applied in concurrent think-aloud method to examine the information searching behavior and the cognitive process in Korean search and English search through the twenty-four undergraduate students at a private university in South Korea. Based on the qualitative data, this study applied the frequency analysis to web search pattern under search language. As a result, it is active, aggressive and independent information searching behavior in Korean search, while information searching behavior in English search is passive, submissive and dependent. In Korean search, the main features are the query formulation by extract and combine the terms from various sources such as users, tasks and system, the search range adjustment in diverse level, the smooth filtering of the item selection in search engine results pages, the exploration and comparison of many items and the browsing of the overall contents of web pages. Whereas, in English search, the main features are the query formulation by the terms principally extracted from task, the search range adjustment in limitative level, the item selection by rely on the relevance between the items such as categories or links, the repetitive exploring on same item, the browsing of partial contents of web pages and the frequent use of language support tools like dictionaries or translators.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.49-61
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• 2016

This study investigates the relationship between fear of failure of potential entrepreneur's psychological characteristics and entrepreneurial intentions using the mediation variables of planned behavior model. There are many existing prior research related to the entrepreneurial intentions, but they were mostly focused only entrepreneurial success factors. So in this study we focused on fear of failure of potential entrepreneur. To know the influence of the fear of failure related to entrepreneurial intention, we using the scale of PFAI (Performances Failure Appraisal Inventory). The purpose of this study is to examine an impact of fear of failure on entrepreneurial intention and add to mediating factors - attitude toward the acts, subjective norm, perceived behavior control - on the relationship between fear of failure and entrepreneurial intention. Also we examined entrepreneurial education as moderating effect in order to offset the fear of failure. In order to test research model, we collected data from 321 undergraduate students. To test the research questions and hypotheses, we employed SPSS 21.0 anf AMOS 18.0 for validity, reliability, confirmatory factor analysis, and structural model analysis. The results were as follows. First, the fear of failure negatively related to attitude toward the behavior and subjective norm. Second, attitude toward the behavior and subjective norm positively related to entrepreneurial intention in consistent with previous studies. Third, attitude toward the acts and subjective norm in TPB variables have full-mediation effects between fear of failure and intrepreneurial intention. Fourth, The moderating effects of entrepreneurial effect was not significant. The negative relationship between fear of failure and attitude toward the acts and subjective norm was even slightly stronger who have taken the entrepreneurial class group. We discuss the theoretical and managerial implications, and provide suggestions for future research.

• Journal of the Korean Institute of Landscape Architecture
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• v.44 no.1
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• pp.51-65
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• 2016

A syllabus can be considered to be a masterplan for good educational results. This study tries to diagnose the current status of landscape architectural design education and suggest improvement strategies for better landscape design courses through the analysis of the syllabi of mid-level landscape design studio classes collected from the four-year undergraduate programs. The findings and suggestions are as follows. First, it is necessary to take advantage of a syllabus as a contract as well as a plan and a learning tool. Second, it is crucial to make more detailed statement from the perspectives of learners. Third, more customized components for design courses should be developed; the syllabus should give the structure of a design class as an integration and synthesis of other courses. Fourth, it is necessary to increase the interrelationship and relevance among the components, especially between course objectives and evaluation criteria, and course activities and references. Fifth, a syllabus needs to function as a communication tool in a flexible manner. Sixth, a syllabus needs to give a comprehensive information about the site and the design project. Finally, instructors need to introduce a set of detailed evaluation rubrics or criteria acceptable to students in order to increase the fairness and transparency of the evaluation.

• The Journal of Korean Academy of Prosthodontics
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• v.40 no.5
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• pp.484-492
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• 2002

The selection of the maxillary anterior artificial teeth is made primarily for esthetics and they must be in harmony with the surrounding oral environment. However the selection of artificial teeth is based on the large degree of subjective judgement or the dentists, therefore, this is one of the most unscientific processes. This study was performed to determine clinically whether there is correlation among the width of the maxillary central incisor(WMCI), the intercanine distance (ICD) the facial width(FW), and the interalar nasal width(IAW) in Korean adults, and to provide the selection standards for the maxillary anterior artificial teeth. The casts were obtained from 91 undergraduate dental students(49 males and 42 females) with Angle's class I occlusion presenting well-arranged intact anterior teeth. The WMCI and ICD were measured on the casts with a vernier calipers($Miltex^{(R)}$, Germany). The photographic procedures under standardized conditions were performed to record each subject's frontal face using digital camera($Olympus^{(R)}$, C-2500L, Japan). The FW and IAW were measured with image analyzer($Image-Pro^{(R)}$ PLUS. media cybermetrics. USA). The results were obtained as follows : 1. The mean WMCI was $8.11{\pm}0.67mm$, ICD was $37.88{\pm}2.15mm$, FW was $141.29{\pm}5.84mm$. and IAW was $37.85{\pm}2.29 mm$. 2. The ratios of FW/WMCI, FW/ICD, IAW/ICD were 17.4, 3.7, 1.0 respectively. 3. All measurements(WMCI, ICD, FW, and IAW) of male group were longer than those of female group significantly in Student's t-test(p<0.01). 4. There was significant correlation between WMCI, ICD, FW, and IAW in Pearson's correlation analysis(p<0.01). 5, The relationship between IAW and ICD shows the strongest correlation among six combinations in linear regression analysis($R^2$=0.753, Y=7.046+0.815X). The FW and IAW could be very reliable guides for the selection of the maxillary anterior artificial teeth.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.6
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• pp.119-130
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• 2019

Although a well-established line of research has addressed the funding decision, the activities of investee startups to receive funding have been overlooked because prior research has been conduced from investor's point of view. In addition, funding does not result from one off decisions but from decision process with many stages. Moreover, the emphasis placed on specific investment criteria varies by different stages during the process. Therefore, understanding the initial funding of startups requires to analyze the strategic behaviors of startups throughout the entire funding decision process from first meeting with investors to funding success. This study investigates the initial funding process of startups, and the analysis is based on a case study of LetinAR one of the successful startups founded by students in South Korea. This study investigates how early start-ups were able to receive funding from startup's point of view, and the analysis is based on a case study of LetinAR, an augmented reality(AR) startup using Pin mirror technology. By adding "legitimacy building" stage that had not been addressed previously, we divided funding process into four stages: 1) legitimacy building, 2) familiarization, 3) screening, and 4) bargaining phase. We did not only analyze major criteria, but also strategic activities of startup at each stage. This study makes a contribution by helping us understand complicated process of funding and the successful strategic behavior of investor backed startups.