본 논문은 비디오 게임 캐릭터의 마음귀인에 관한 실증적 연구이다. 최근 커뮤니케이션과 심리학 연구에 따르면 사람들은 사람의 특성을 사람이 아닌 사물에 귀인하는 성향이 있고, 사람이 아닌 존재를 사람으로 생각하는 의인화의 경향이 있다고 한다. 이러한 성향은 가상 존재에 대한 지식이 깊지 않을 때 더욱 강하게 관찰되는데, 대상에 대한 지식이 충분하지 않을 때 손쉽게 적용 할 수 있는 사람에 관한 지식을 활용하여 대상의 속성을 판단하기 때문이다. 이 같은 이론화를 바탕으로 본 연구에서는 비디오 게임의 경험과 게임 캐릭터의 마음 귀인의 관계를 분석하였고, 마음 귀인이 게임 캐릭터의 선호에 어떤 영향을 미치는지 분석하였다. 온라 인 설문 결과 게임을 오래 한 응답자일수록 캐릭터에 대한 마음 귀인 성향이 낮아지는 것을 발견했고, 이 같은 관계는 남성 응답자에게서 더욱 강하게 관찰되었다. 또한 마음 귀인을 강하게 한 응답자일수록 캐릭터에 대한 강한 선호를 갖고 있음을 알 수 있었다.

The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

본 연구의 목적은 초등교사의 VR(가상현실)과 AR(증강현실)에 대한 사용의도를 확장된 통합기술수용 모형을 활용하여 분석하는데 있다. 연구목적의 달성을 위해 전국의 초등교사 211명을 대상으로 VR과 AR의 교육적 사용의도에 대한 설문을 진행하였고, 그 결과를 위계적 회귀분석을 통해 분석하였다. 본 연구에 활용된 요인은 통합기술수용모형(UTAUT)의 4개(성과기대, 노력기대, 사회적 영향, 촉진조건), 확장된 통합기술수용모형(UTAUT2)의 2개(쾌락적 동기, 비용가치), 그리고 기타 1개(지각된 위험)의 총 7개이다. 분석결과, UTAUT 요인 기반의 ‘모형2’ 에서 초등교사의 VR과 AR의 사용의도에 긍정적 영향을 미친 요인은 ‘성과기대’, ‘사회적 영향’, ‘노력기대’ 순으로 이었으며, UTAUT2 요인 기반의 ‘모형3’에서 교사의 사용의도에 정적 영향을 미친 요인은 ‘비용가치’, ‘사회적 영향’, ‘쾌락적 동기’, ‘성과기대’ 순 이었다. 본 연구의 7개 변인이 모두 투입된 최종 모형에서는 초등교사의 VR과 AR의 사용의도에 영향을 미친 요인은 ‘비용가치’, ‘쾌락적 동기’, ‘사회적 영향’, ‘성과기대’, ‘지각된 위험’ 순 이었으며, 이 때 ‘지각된 위험’은 초등교사의 VR과 AR의 사용의도에 부적 영향을 미쳤다. 본 설문에 참여한 초등교사의 과반 수 이상은 VR과 AR을 교육적으로 활용하는 것에 대하여 긍정적인 응답반응을 보였다. 때문에 VR과 AR을 미래교육의 한 방법으로써 고려하되, 교육목표를 효과적으로 달성할 수 있는 방향으로 도입될 수 있도록 추가적인 교육적 연구가 적극 필요하다.

체육전공 대학생이 인식한 지도자의 매력성이 운동열정 및 운동지속의도에 미치는 영향을 알아보기 위해 총 320부의 설문지를 배포 후 회수하였고 회수된 설문지의 응답내용이 부실하거나 신뢰성이 없다고 판단되는 자료 13부를 제외하고 최종 307부를 SPSS 18.0 Ver. 통계프로그램을 이용하여 탐색적 요인 분석, 상관관계분석, 중다회귀분석을 실시하였다. 이와 같은 방법 및 절차를 통해 얻어진 결론은 다음과 같다. 첫째, 지도자 매력성은 운동열정에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 지도자 매력성 운동지속의도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 운동열정은 운동지속의 도에 통계적으로 유의한 영향을 미치는 것으로 나타났다.

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.

This research was conducted to examine coffee shop customers’ preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

The purpose of this study was to obtain data on the contribution of job characteristics (work, autonomy, reward, community, fairness, value) towards job burnout (emotional exhaustion, cynicism), job engagement (vigor, dedication, absorption) and turnover intention in school foodservice employees. Typically, 594 school foodservice employees in the Busan area participated in our survey. Workload (β=－0.512, p<0.001) had the highest negative influence on emotional exhaustion, whereas reward (β=－0.216, p<0.001) and community (β=－0.214, p<0.001) had the highest negative influence on cynicism. Community (β=0.305, p<0.001) and workload p<0.001) had the highest positive influence on vigor. Community (β=0.261, p<0.001) and (β=0.238, p<0.001) had the highest positive influence on dedication. (β=0.287, p<0.001) and community (β=0.224, p<0.001) had the highest positive influence on absorption. Workload (β=－0.195, p<0.001) and community (β=－0.182, p<0.001) had the highest negative influence on turnover intention. Overall, the results show that job characteristics are very important factors affecting foodservice employee’s burnout, engagement, and turnover intention. So should try to reduce the employees’ workload and increase the rewards for them along with activating communication among each other. Key words: school foodservice employee, job characteristic, burnout, engagement, turnover intention

본 연구는 노인주간보호시설(day care center)의 서비스 품질이 이용자의 재이용 의사에 미치는 영향 과, 이용자 만족도의 매개효과를 규명하고자 한다. 이를 위해 서울권 노인주간보호시설 이용자 200명을 대상으로 설문조사하였고, 그 중 유의미한 설문지 183부를 회수하여 분석하였다. 노인주간보호시설 서 비스 품질을 독립변수로, 이용자 만족도를 매개변수로, 이용자의 재이용 의사를 종속변수로 설정하여 빈도분석, 상관분석, 매개영향분석 및 다중회귀분석을 실시하였다. 연구결과 서비스 수준은 재이용에 영 향을 미치지 않았고, 과정품질이 재이용에 가장 높은 영향을 미치는 것으로 나타났다. 또한, 과정품질 다음으로 결과품질이 재이용에 큰 영향을 미치는 것으로 나타났다. 이 같은 연구결과에 비춰봤을 때 노 인주간보호시설의 서비스를 발전시키기 위해선 (1) 종사자들에 대한 교육･훈련 및 처우개선, (2) 관련 법 제의 정비와 개선이 필요할 것으로 보인다.

This study aims to gather precise information on the real fabric color and texture, and purchasing intention of mobile shoppers buying clothes. Eighty volunteers participated in the sensory test on three smartphones with four colors and two fabricssmooth taffeta and hairy doeskin. This study carried out the posteriori test using the one-way ANOVA and Duncan test by SPSS21.0. In the analysis’ results of color preference, there were no differences among the four colors of taffeta between the smartphones, but different preferences between the red and yellow doeskin exist. In the case of the Samsung phone, which has an immense color distortion, the red fabric has a low color preference. In contrast, on the Apple phone yellow fabric had the highest preference because of its brightness. The Apple phone also has the highest purchasing intention of yellow colored taffeta, which is similar to the color preference results, although the real fabric has the opposite result. For doeskin, the real red and blue colored fabric has the highest purchasing intention. The Samsung phone has the biggest color mismatch with the real fabric. It also has the lowest purchasing intention of red taffeta fabric, while the LG phone has the lowest purchasing intention of blue fabric. Using the paired comparison method of the similarity between ‘real’ fabrics and the mobile version of fabric colors has a low similarity on all four colors of taffeta and doeskin fabrics. Therefore it can be concluded that phones do not represent the ‘real’ fabric color.

This study surveyed the recognition, image, preference, attributes, satisfaction and revisit intention for Korean food of local Vietnamese to facilitate the globalization of Korean food. Most participants had recognized Korean food. and, they were especially aware of kimchi (김치), bulgogi (불고기) and bibimbab (비빔밥), Additionally, most repondents thought these foods represent Korean traditions and culture very well. The image of local Vietnamese for Korean food was good. Which was reflected in Korean food having “a good reputation” and a high possibility for “globalization” were high. This study also investigated 16 kinds of Korean food and found the highest preferences to be for bulgogi (불고기), followed by galbitang (갈비탕), whereas that for doenjangchigae (된장찌개) was lowest. Some of the top choice attributes of Vietnamese for Korean food were found to be in “because it is ‘colorful’, ‘prepared sincerely’, ‘plated neatly’, ‘fresh’ and ‘comes with a variety of banchans (side dishes). This is a very meaningful result, making this an important reference for the globalization of Korean food. The local Vietnamese had high satisfaction and reuse intention degree for Korean food, and especially high satisfaction with the colorfulness of Korean food. In addition, the local Vietnamese showed a very high revisit intention for Korean food.

The purpose of this study is to review the effects of organizational citizenship behavior on innovative behavior and intention to leave, and the moderating effects of self-efficacy in Korea Politechnics’ teachers and professors. In order to verify and achieve the purposes mentioned above, questionnaire data were gathered and analysed from 206 employees of Korea Politechnics campus. Empirical survey's findings are as follows; First, altruism, conscientiousness, sportsmanship appeared to be positively related with innovative behavior. Second, courtesy, conscientiousness, sportsmanship appeared to be negatively related with intention to leave. Third, self-efficacy moderated negatively the relationship between altruism and intention to leave. Fourth, self-efficacy moderated negatively the relationship between sportsmanship and intention to leave.

The ocean is used as the term of sea, it is expressed as a large sea. Marine tourism is an activity that takes place in the sea and on the coast. Many experts prospect that the 21st century will be the century of ocean. In recent years, many countries are interested in ocean and marine tourism can be significantly developed in the future. Jeju Island is an island formed by a volcanic eruption, which has a very high landscape value, and It is an oceanic climate with a yearly high temperature due to turbulent flow throughout the years, But Marine tourism is not developed. The purpose of this study is clarify the Marine Tourism activity types, Marine Tourism satisfaction and revisit intention of Chinese Tourists visiting JeJu island. And studies what is the needed activity types of Chinese Marine Tourist in future. This study deals with on the activity types, satisfaction and revisit intention of JeJu Marine Tourism With 252 effective responses gathered from an onsite survey. The statistical analysis of the data was conducted using techniques of frequency analysis, t-test and anova analysis.

With the advent of the fourth industrial revolution, the digital transformation craze has intensified in diverse industries, such as finance, automotive, health care and agriculture. However, relative to industry demand, there is only few domestic research on digital transformation of small traders and no one has implemented empirical study on this field at all. Thus, the study conducted an empirical study to measure the digital transformation intention of domestic small traders. In the early days of domestic business start-ups, we searched for factors affecting the digital conversion intention of small business owners and designed an integrated framework to explain the causal relationship between factors. This study not only expanded and refined the scope of related research but also suggested the direction of another research that was not presented in previous research. However, there are limitations in many ways as much as the initial stage of a specific field of small business owners. There are limitations in explaining the overall perception of Korean small business owners. Therefore, in future studies, it is necessary to study more deeply by presenting more specific and various variables. In addition, although the number of respondents was sufficient in the process of empirical analysis, it is considered that the respondents are not enough to universalize the research result as a traditional small business person who did not convert all digital. It is necessary to carry out a comparative analysis by dividing the two groups in more detail and more specifically in the future study. The result of this study can suggest the direction for accelerating small traders’ digital transformation intention in terms of practical view, and provide useful references which can support the theoretical foundation for researchers who will perform future related research in terms of academic view.

본 연구는 조직의 안정적 관리 증진 측면에서 근로자의 이직의도에 영향을 미치는 주요 요인들을 분석 했다. 이때 주요 요인으로 직무특성, 조직특성 그리고 리더십행동을 분석함으로써 경영관리 측면에서 시 사점을 제공하고자 한다. 직무특성으로는 직무모호성과 직무갈등, 조직특성으로는 조직공식성과 조직분 배공정성, 리더십행동으로는 직장상사의 배려적 리더십행동과 구조주도적 리더십행동을 포함하였다. 그 리고 본 연구에서는 현장 활용도를 높이기 위해 관리의 측면에서 근로자의 구성특성이 이직의도 관리에 어떠한 의미를 가질 수 있을 지를 제안하고자 한다. 근로자의 구성특성으로는 근로자의 국가, 성별, 연령 그리고 직급을 고려하였다. 본 연구에서는 근로자의 구성특성이 근로자의 이직의도 관리에 반영되어야 하는지를 분석하였다. 이를 위해 본 연구에서는 한국, 태국, 필리핀, 싱가포르, 방글라데시, 미국 근로자를 대상으로 이루어진 설문을 기반으로 한 실증연구를 실시하였다. 본 연구결과, 조직분배공정성과 상사의 배려적 행동은 이직의도를 감소시키는 요인으로 나타났고 직무 모호성과 직무갈등 모두 이직의도를 증가시키는 것으로 나타났지만 직무모호성의 영향이 더 큰 것으로 보인다. 근로자의 특성 중에서 국가와 연령에 대한 구분은 유의하지 않은 반면 성별과 직급별 차이는 유 의한 것으로 타났다. 따라서 조직은 근로자의 이직의도 관리시 국가나 연령에 따른 관리보다는 성별이나 직급에 따른 차별적 관리가 필요하다는 것을 시사한다.

This study was conducted to survey the perception and preferences of customers that have dined at Korean restaurants in China and investigate the importance and performance level of quality attributes, customer satisfaction, revisit intention and recommendation intention. The survey was conducted January 31~March 1, 2016 in China. The 293 questionnaires (97.7%) were analyzed using SPSS(Ver. 23.0) and AMOS(Ver. 21.0). Results of this study are as follow: Customers that dined at a Korean restaurant in China were composed of 157 women and 136 men. Regarding the reason for preferring Korean cuisine, taste, hygiene and nutritional value of Korean food were the most significant quality factors. Regarding complaints about Korean food, Chinese people placed much emphasis on freshness of ingredients when dining out, based on the majority of complaints about ingredients that were not fresh. The main reason for leftover food were personal eating habits and that of customers revisiting food taste and nutrition. Path model among customer satisfaction, revisit intention and recommendation intention revealed the factor of menus and attributes of menu items regarding customer’s age that had an impact on customers’ satisfaction, and association with customers’ satisfaction, revisit intention and recommendation intention as well.

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: ‘online relationship’ and ‘internet role.’ Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.

This study was conducted to examine the effects of Chinese perceptions of quality attributes on customer’s satisfaction, revisit intention and recommendation intention for coffee shops in Beijing, China. Subjects of this study included 200 customers who had visited a coffee shop at least once during the last year. Statistical analyses were performed using SPSS v23.0 and AMOS v21.0. In this study, the majority of customers visited a coffee shop once or twice a week with friends. Respondents preferred tall-sized warm coffee in the store. The coffee shop quality attributes of were derived from five exploratory factors identified upon analysis of 30 observational variables. It was important to maintain and strengthen the quality attributes of coffee shops in this area because IPA(Importance Performance Analysis) analysis showed that “Doing great, keep it well” part was a desirable area because it had high importance and performance. Finally, path analysis revealed that customer satisfaction was influenced by employee attitude and affected revisit intention and recommendation intention.