본 연구의 목적은 자극-유기체-반응(Stimuli-Organism-Response, S-O-R) 모델을 기반으로 사진 콘텐츠 품질, 문화적 특성, 정보 품질, 상 호작용성, 사회적 영향력 변수를 사용해 샤오홍슈 소셜미디어에서 게시 된 한국 강릉 사진 콘텐츠가 중국 수용자 방문의도에 미치는 영향을 분 석하는 것이다. 그리고 소셜미디어에서 수용자의 관광 의사결정에서 사 진 콘텐츠의 구체적인 역할을 분석함으로써 맞춤형 마케팅 전략을 수립 하기 위한 이론적 근거를 제시한다. 이에 본 연구는 S-O-R 모델을 기반 으로 샤오홍슈 소셜미디어에서 게시된 강릉 사진 콘텐츠가 중국 수용자 방문의도에 영향을 미치는 요인을 분석하기 위해 연구 모델을 구축했다. 그리고 정량 분석을 진행하여 연구 모델을 검증하고 중국 수용자 방문의 도의 영향 요인을 밝혔다. 연구 결과, 사진 콘텐츠 품질, 문화적 특성, 정보 품질, 상호작용성과 사회적 영향력이 중국 젊은 수용자 방문 태도 에 유의미한 정(+)의 영향을 미치고 긍정적인 방문 태도는 방문의도를 유의미하게 높인 것으로 나타났다. 본 연구는 한국 관광산업의 발전을 촉진하고 홍보 전략을 수립하기 위한 이론적 근거와 응용 방향을 제공하 는 데 의의가 있다.

2022년 우리나라의 합계출산율이 0.78명으로 역대 최저를 기록했다. 그러나, 한 국의 최저 출생률 상황에서도 유아용품 시장은 성장하고 있는 특이한 양상을 보이고 있다. 좋은 제품을 원하는 부모의 소비 욕구와 경제적 합리성을 고려한 양육자의 소비 특성은 유아 용품 시장의 양면성을 나타내는 것이다. 그러나 이에 대한 연구는 미비하기에, 본 연구는 유아 용품 소비자의 양면적 특성을 분석하여 소비가치가 태도와 구매 의도에 미치는 영향을 살펴 보고자 하였다. 특히 유아용품 브랜드 유형을 중저가와 프리미엄으로 분류하고 이에 따른 소비 가치와 소비자 행동 간의 상관관계를 조사하여 시장에 유용한 시사점을 도출하고자 하였다. 본 연구에서는 프리미엄 유아용품 브랜드와 중저가 유아용품 브랜드의 양면적 소비자에게 미치는 영향을 탐색하였고, 주요 결과는 다음과 같다. 첫째, 유아용품의 소비가치는 일반적으로 태도에 긍정적인 영향을 미쳤다. 둘째, 사회적 가치는 유아용품의 소비가치 중에서 통계적으로 유의미한 영향을 미치지 않았으나, 프리미엄 유아용품에서는 사회적 가치가 태도에 긍정적인 영향을 미치지만, 중저가 유아용품에서는 부정적인 영향을 미친것으로 나타났다. 셋째, 중저가 유아용품은 기능적 가치의 중요성이 높았다. 넷째, 프리미엄 유아용품과 중저가 유아용품 간의 제품 구매를 통한 감정적 만족도에는 큰 차이가 없었다. 다섯째, 유아용품 구매 시 대다수의 소비자가 이성적 가치와 감정적 가치를 복합적으로 고려하는 양면적 소비자로 나타났다. 실무 적으로는 프리미엄 유아용품과 중저가 유아용품의 차이에 대한 이해를 통해, 사회적 가치에 대한 브랜드 전략의 중요성과 중저가 유아용품에서는 기능성 강조가 효과적일 것임을 강조 하였다. 본 연구를 통해 유아용품 시장의 동향과 소비자 행동에 대한 깊은 이해를 제공하여 기업 들이 효과적인 전략 수립에 기여할 것으로 기대할 수 있다.

This study investigates the preferences and purchase intentions of ZEPETO users regarding fashion brands that have recently joined ZEPETO, a leading metaverse platform in South Korea. The study surveyed 279 users in their 20s to 40s about their usage patterns, preferences, and purchase intentions toward products from brands like MCM, DKNY, Nike, and Puma. The results reveal that users in their 20s exhibited higher preference and purchase intention for Nike products, as well as greater purchase intention for Puma products. On the other hand, users in their 40s displayed a higher preference and purchase intention for MCM and DKNY products and a stronger preference for Puma products compared to other age groups. Users in their 30s showed a lower preference and purchase intention for both MCM and Puma products, a lower purchase intention for DKNY products, but a preference for Nike products compared to other age groups. Furthermore, men showed a higher preference and purchase intention for most brands, including MCM, Nike, and Puma. These results suggest that fashion brands on ZEPETO need to implement effective marketing strategies targeting users in their 20s and 40s, as well as male users. This study lays the groundwork for further research on the ZEPETO metaverse platform and provides foundational data for understanding user behavior, essential for establishing effective promotional strategies.

오늘날 교육 분야에서 인공지능 기술이 빠르게 발전하면서 AI 한국어 학습 앱은 혁신적인 학습 도구로 많은 주목을 받고 있다. 본 연구는 AI 한국어 학습 앱의 사용자를 연구 대상으로 삼아 기술준비도(TRI), 기술수 용모델(TAM), 정보기술성공 모형을 기반으로 양적 데이터를 분석했다. 본 연구 결과를 바탕으로 향후 한국어 학습 앱의 개발과 한국어 해외 교 육 연구를 위한 이론적 근거와 활용 방안을 제공하고 해외 한국어 교육 의 발전을 촉진하길 바란다. 연구 결과에 따르면 낙관성, 혁신성, 시스템 품질, 학습 내용, 지각된 유용성, 지각된 용이성이 사용자의 사용 태도와 사용의도에 정(+)적인 영향을 미친다. 반면에 불편함과 불확신은 사용자 의 지각된 용이성과 유용성에 부(-)적인 영향을 미친다. 특히, 사용자의 사용의도는 지각된 유용성으로부터 가장 큰 영향을 받았다. 이상의 연구 결론을 바탕으로 AI 한국어 학습 앱의 개선 대책 및 제언을 제시했다.

본 연구는 뷰티 분야에서 디지털 기술 적용 및 혁신수용으로 나타나는 변화에 대한 인식개선 및 해결방안으로 뷰티관련 전공 학습자들의 신기술 수용의도를 분석하여 뷰티산업을 이끌어 갈 예비 뷰티 서비스 전문가들에게 필요한 전문적인 디지털 관련 기술 교과목을 개설하여 교육하고, 신기술을 적용할 수 있는 능력을 배양하여 디지털 기술에 대한 인식도가 높은 뷰티 전문가 배출의 가능성을 알아보고자 하였 다. 뷰티전공 학습자의 디지털 신기술 수용의도를 분석한 결과 신기술에 대한 주관적 규범, 자기효능감은 매 개변수인 용이성에 유의미한 영향을 미치는 것으로 나타났으며, 혁신의지와 자기효능감은 매개변수인 유 용성에 유의미한 영향을 미치는 것으로 나타났다. 그러나 혁신의지는 용이성에 유의미한 영향을 미치지 않는 것으로 나타났다. 또한 용이성과 유용성은 수용태도에 유의미한 영향을 미치는 것으로 나타났으며, 수용태도는 신기술 수용의도에 유의미한 영향을 미치는 것으로 나타났다. 이러한 결과를 종합하여 볼 때 뷰티전공 학습자들의 디지털 기술 관련 기초지식 수준을 분석하고, 디지털 신기술과 관련한 기초지식을 습득할 수 있도록 비교적 낮은 수준의 관련 교과목 개발 및 프로그램을 활용하여 뷰티전공 학숩자들이 디지털 신기술을 쉽게 인식할 수 있는 변화의 계기가 마련될 필요가 있다.

본 연구에서는 대표적인 실버스포츠로 자리매김하고 있는 파크골프가 지닌 재미요인이 심리적 행복감 및 행동 의도에 어떠한 영향 관계가 있는가를 규명하기 위해 2023년 9월 16일부터 12월 10일까지 충청권에 거주하는 뉴실버세대 총 255명을 분석하였다. 첫째, 재미요인은 심리적 행복감에 영향을 미치는 것으로 나타났다. 둘째, 재미요인은 행동 의도에 영향을 미치는 것으로 나타났다. 마지막으로 파크골프 참 여자의 심리적 행복감은 행동 의도에 유의한 영향을 미치는 것으로 나타났다. 실제 파크골프 참여자들은 재미 요소에 따라 심리적 행복감을 느끼고, 차후 행동에도 관계가 있음을 연구 결과를 통해 알 수 있었다. 이전과 다른 뉴실버인들의 행동을 범위를 파악하고, 참여를 독려할 수 있는 맞춤형 프로그램 제공이 요구 되는 시점임을 인지하여 생활체육으로서 활성화가 될 수 있는 방안제시 역시 강구 해야 할 것이다.

In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

This study contemplates the effect of social media advertising attributes on consumers’ purchasing decisions in cosmetic products. It will serve as basic data for SNS’s advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

This study explores the impact of technostress on the intention to use telemedicine applications (apps) in the post-COVID19 era, a period marked by the rapid popularization of such apps to mitigate COVID19 infection risks. Utilizing the Technology Acceptance Model (TAM), the study identifies variables and proposes a research model. A questionnaire survey involving 364 adults is analyzed through Partial Least Squares-Structural Equation Modeling. Results indicate positive significance for variables linked to the TAM (perceived usefulness, perceived ease of use, attitude, and intention to use). Notably, techno-complexity negatively affects perceived ease of use, while techno-unreliability negatively impacts perceived usefulness and ease of use. Surprisingly, techno-uncertainty has a positive effect on both perceived usefulness and ease of use. Techno-overload, although negatively impacting perceived usefulness and ease of use, does not reach statistical significance. The study underscores the need to consider both positive and negative aspects, including technostress, when evaluating telemedicine app usage. Additionally, recognizing the varying impact of technostress based on users' ICT(Information and Communication Technology) confidence levels is crucial. Overall, these findings contribute academically to telemedicine app adoption literature and hold industrial significance by providing a user perspective on these apps.

Background: Junior colleges have been establishing plans for the development of start-up education for students and have been providing various educational programs to support students’ start-up businesses. Objectives: The effects of entrepreneurship and entrepreneurial self-efficacy on the start-up intention of college physical therapy students were analyzed. Design: Questionnaire design. Methods: Surveys on entrepreneurship, entrepreneurial self-efficacy, and start-up intention were conducted with 269 college physical therapy students, and the levels of individual measurement variables, correlations, and variables affecting start-up intention were analyzed. Results: College physical therapy students showed differences in start-up intention between genders, and male students tended to have a higher startup intention (P<.001) than female students. The correlations among the major variables were analyzed. According to the results, all sub-factors of start-up intention had significant positive correlations with all sub-factors of entrepreneurship and entrepreneurial self-efficacy (P<.05). In addition, multiple regression analysis was conducted to identify factors affecting start-up intention. Start-up education was shown to have no direct effect on start-up intention. Innovation (β=.238, P=.000), risk sensitivity (β=.228, P=.000), and initiative (β=.220, P=.001), which are sub-factors of entrepreneurship, were shown to have effects on start-up intention. Self-regulated efficacy (β=-.193, P=.039) and task challenge (β=.210, P=.004), which are sub-factors of entrepreneurial self-efficacy, were found to have effects on start-up intention. Conclusions: To boost the start-up intention of college physical therapy students and induce their start-ups, customized start-up education that considers entrepreneurship level and gender is necessary.

This study analyzed the factors affecting the educational effect of safety innovation education for management of public institutions. A survey was conducted on 294 CEOs and executive directors of public institutions (divided into construction sites, workplaces, and research facilities) subject to the safety management rating system to understand the impact of educational participants' characteristics and behavioral intentions after safety innovation education. As a result of statistical analysis, it was found that the executive director had a higher behavioral intention than the CEO, and the education quality, education instructor, and educational environment all had a significant positive (+) effect on the behavioral intention. This study can be used as basic data for further research related to safety innovation education for management of public institutions

The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

The research aims to estimate the role of SMAs implementation in impacting event image, commemorative product perceived value, and TBIs in the context of sports tourism events. Additionally, this study analyzes the effects of perceived value and event image on TBIs. This article focuses on the following research questions: (1) What is the SMAs' influence on TBIs? (2) What is the impact of SMAs on event image and commemorative product perceived value? (3) What is the role of event image and product perceived value in the relationships between SMAs and TBIs in the sports tourism context? The data collection was done during the Beijing Winter Olympic Games to address the research goals. The study examines the data from 315 valid questionnaires from tourists in the Chinese market by SEM (structural equation modeling).

To reduce food waste at the retail and personal consumption stages, discounts are offered in retail channels to encourage consumers to buy goods that are less attractive or close to their expiry dates. While discounts can encourage consumers to accept and purchase suboptimal foods, previous studies find that low prices or price discounts will make consumers produce positive or negative perceptions of product values. Consumers may increase their purchase intentions due to price concessions, but will think that price reductions are caused by quality degradation and thus reduce their purchase intentions. Additionally, the literature rarely explores the interaction between original prices of suboptimal products and discount presentation modes. This study thus contends that the interaction between original prices of goods and discount types will lead to significant differences in consumers' attitudes and purchase behavior toward suboptimal products. For research goals, this study employed a full factorial between‐subjects experiment designed with 2 original prices (High and Low) × 2 discount presentation modes (Discount percentage and Discounted price). An anonymous web-based questionnaire posted on the popular PTT forum and in Facebook and Instagram related communities is used to collect the data, and then a total of 328 valid questionnaires were finally collected. The findings indicate that attitudes and purchase intentions toward suboptimal food with a low original price is significantly higher than that of a high original price. Among the interaction effects, the means of attitudes and purchase intentions on the level of the low original price of suboptimal foods presented by discount percentage are higher the other three types. For the high original prices of suboptimal foods, the means of attitudes and purchase intentions on the level of discounted price are higher than for discount percentage. Based on these findings, this study demonstrates that consumer attitudes and purchase decision-making toward suboptimal foods are shaped by original prices and discount presentation modes. In Asia-Pacific countries such as Taiwan, consumers are price-sensitive but once a food item belongs to the category of suboptimal foods, their perceptions of discounts become different. Consumers’ attitudes toward that food and their willingness to buy may be moderated by the high or low original price of suboptimal food with the levels of discount presentation mode. Thus, based on the analysis and results of this study, we offer fresh findings and make both theoretical and managerial contributions to the related field of suboptimal food marketing and price discounts.