The major purpose of this study was analyzing of farmer’s intention in related to organic agriculture by using of the Theory of Planned Behavior (TPB). Farmers of Chungchung Province (n=164) were administered a questionnaire survey that measured TPB constructs. The data and hypotheses were analyzed using multiple regression and confirmatory factor analysis by SPSS 21.0 and AMOS 21.0. Results showed that attitude, subjective norms, and perceived behavior of control were all positively related to farmer’s intention of organic agriculture and explained power of the model was relatively high which was 51 percent. Also the results of the analysis showed that the subjective norm was a key dimension of farmer’s intention in terms of standardized coefficient. The study demonstrated that the reduced theory of planned behavior was fit for factors of farmer’s intention. The meaning of the study and implications for future studies were discussed.

본 연구는 직무만족과 이직의사를 일반적 특성과 질문지를 통한 내용으로 분석하여 방사선출신 병원사 무장들의 직무만족과 이직의사에 대해 어떤 요인들이 영향을 미치는가에 대해 그 초점을 맞추었다. 연구결 과를 요약하면 다음과 같다. 우선 전체 직무만족도와 이직의사를 살펴보면 전체 직무만족는 3.00점이고, 이 직의사는 2.79점이다. 5점 척도에서 직무만족는 평균 2.5점 보다 약간 높은 점수를 보여 그다지 높은 직무 만족을 가지고 있다고 볼 수 없으며, 이직의사에서도 평균점을 조금 넘는 점수를 보여 대체적으로 이직하 려는 경향이 있음을 알 수 있었다. 그러므로 방사선사출신 병원사무장의 경우, 연령이 증가함에 따라 받게 되는 정체성 때문에, 미래를 위한 새로운 투자가 필요할 것으로 본다. 현실에 안주하는 병원사무장이 아니 라 미래를 준비하는 병원관리자로 방사선사출신 병원사무장들의 미래가 투명해 지길 기대한다.

This study is to analyze the preference of experiential activities and behavioral intention on rural tourism, with special focus on parents group of elementary students. The result can be utilized as basic data for demanding aspect of rural experiencing tourism. Two-step questionnaire survey was conducted, during May to July, 2915. Sample group was selected at 4 elementary school in Daegu city. 347 valid responses were analyzed with SPSS. Major results are as follows. Firstly, suggested model for 23 experiential activities in 7 types, were verified as valid by verifying factor analysis. Factor 1 was verified and named as ‘Rual Life Experience’, Factor 2 was verified and named as ‘Health/Healing Experience’, Factor 3, as ‘Agricultural Product Experience’, Factor 4, as ‘Eco-Cultural Experience’, Factor 5, as ‘Leisure/Sports Experience’, Factor 6, as ‘Traditional Wellbeing Food Experience’, and Factor 7, as ‘Traditional Culture Experience’. All 7 factors explained 75.39% of total variance. Secondly, mean score of preference by each activity showed high in ‘Health-care experience’, ‘Traditional food experience’ and comparatively low in ’Collecting experience’, ‘Agricultural experience’. Thirdly, all 7 types(factors) of experience showed significant affecting relation to satisfaction, intention to participation and recommendation. Specially, ‘Eco-Cultural Experience’ and ‘Rural Life Experience’ showed high affecting relation. This could be the characteristics of parents group of elementary students.

본 연구는 상호작용 요소가 강화된 피트니스 앱게임의 사용자의 운동경험과 앱게임의 재미, 만족, 이용의도 효과를 검증하기 위해 플레이테스트 실험 방법론을 통해 분석하였다. 실험에 사용된 피트니 스 앱 게임은 한림대 헬스커뮤니케이션 연구소에서 제작한 ‘Enjoy Your Fitness’를 사용하여 남녀 대 학생 각각 50명씩 총 100명을 대상으로 실험을 진행하였다. 연구결과, 사용자들의 운동경험인 운동성 취감, 몰입, 관심과 같은 운동효과는 상호작용성이 강화된 앱 게임에서 더 높은 것으로 나타났다. 또 피트니스 앱게임의 재미, 만족, 이용의도 역시 상호작용적 요소가 강화된 피트니스 앱 게임에서 더 높 은 것으로 나타났다. 본 연구는 상호작용성이 강화된 앱 게임이 사용자의 운동 경험과 앱 게임 자체 의 사용자 경험을 강화한다는 점에서 건강증진을 위한 앱 게임 설계에 대한 실무적 함의도 제공한다.

Purpose – Research shows that increased workload and psychological pressure produces tensions in organizations. Such tensions can increase employee aggressive workplace behavior. This study attempted to discover the relationship among verbal aggression, job involvement, and turnover intention. Research design, data, and methodology – A survey of administrative workers in colleges was done between May 20 and May 26, 2015. Result – The findings were as follows. First, verbal aggression directly increased employee turnover intention. Second, stress recognition also created turnover intention among employees, which was detected in the interviews conducted after the survey. Third, both the survey and the interviews showed that stress recognition did not have a significant effect on job involvement. Fourth, both the findings and the interviews after the survey showed that stress increased turnover intention. Last, the finding on the role of self-esteem showed that self-esteem had a positive moderating effect on the relationship between the influence of verbal aggression and stress recognition. Conclusion – Having strong talent at work should lower turnover intention and turnover rates and develop the organization continuously.

본 연구는 상상적 내러티브에 나타난 이야기를 만드는 유아의 의도와 상상적 내러티브에 나타난 등장인물의 의도는 어떠한지 탐색함으로써 유아의 의도에 대한 구체적이고 의미 있는 이해를 돕고자하는데 그 목적이 있다. 이를 위해 만 5세 유아 총 24명을 연구참여자로 하여 5주간 유아의 상상적 내러티브 내용을 수집하고, 내러티브에 나타난 의도를 이해하기 위한 참여관찰, 면담, 기타자료 수집 등의 질적 연구를 수행하였다. 연구 결과 첫째, 상상적 내러티브에 나타난 이야기를 만드는 유아의 의도는 「이야기 지식을 활용하려는 의도」, 「경험을 표현하려는 의도」,「마음을 드러내려는 의도」의 세 범주로 나타났다. 둘째, 상상적 내러티브에 나타난 등장인물의 의도는 「관계를 맺으려는 의도」, 「도덕적 가치를 반영하려는 의도」의 두 가지 범주로 나타났다.

Purpose: This study examined if past exercise habits moderated the mediational influence of intention to exercise on the relationship between exercise identity and exercise behavior. Methods: Physically active university students (N=565) responded to a past behavior, exercise ientity, intention, and the Godin leisure-time exercise questionnaire. Moderated mediation was tested using a SPSS moderated mediation macro (Preacher, Rucker, & Hayes, 2007). Results: Multiple regression analysis showed that all criteria for mediation were met. Furthermore, the relationship between exercise identity and exercise behavior was moderated by past exercise behavior(β=.08, p<.05). Conclusion: Findings confirm the importance individual's past exercise habits and exercise identity support the extended Theory of Planned Behavior by showing significant moderation by past exercise behavior. Results demonstrates the importance of moderated mediation models to determine complex interaction between psychological constructs and exercise behavior.

최근 온라인 게임은 콘텐츠 자체뿐만 아니라 운영 서비스가 종합적으로 작용하여 성장을 이루고 있다. 그러나 기존의 연구에서는 게임운영 서비스 품질에 비해 게임의 콘텐츠 특성에 많은 초점을 두고 연구가 수행되고 있다. 본 연구는 온라인 스포츠게임을 연구 대상으로, 게임의 콘텐츠특성과 운 영 서비스품질이 유저의 지속이용의도와 구전의도에 미치는 영향을 기대충족 모델을 적용하여 분석 하고, 그에 따른 지속 서비스를 위한 유저 풀을 확대 및 확보하는데 어떠한 노력을 기울여야 하는지 에 대하여 학술적 및 실무적 시사점을 제시하였다. 연구결과, 게임 컨텐츠 특성인 현실성은 기대충족 까지도 영향을 미치는 게임 콘텐츠의 주요한 변수임이 밝혀졌으며, 운영 서비스 품질인 공감성은 기 대충족에도 영향을 주어 구전의도를 일으키는 직·간접적 역할을 하고 있음을 확인할 수 있었다.

본 연구의 목적은 성공적인 모바일 소셜네트워크 게임(SNG)을 제작하기 위해 게임의 세부 콘텐츠를 어떤 목적으로 제작해야 하고 어떤 부분에 보다 많이 집중하여 제작해야 하는가에 대 한 가이드라인을 제시하는 것이다. 모바일 SNG의 제작목적을 지속적 사용의도의 향상으로 설 정하였으며, 선행연구에서 이에 영향을 주는 것으로 실증된 요인들 중 몰입, 사회적 상호작용, 자기효능감, 경쟁, 보상의 요인을 선별하였다. 최종적으로 사회적 상호작용, 자기효능감, 경쟁, 보상에 관련된 사용자 경험의 향상을 모바일 SNG 세부 콘텐츠의 제작목표로 설정하여 연구를 설계하였다. 강원도의 한 대학교에서 모바일 SNG 사용경험이 있는 대학생들을 대상으로 3주간 에 걸쳐 설문조사를 수행하였고, 총 244부를 분석대상으로 사용하였다. 분석방법은 SPSS 18.0 을 활용한 위계적 회귀분석이었으며, 본 연구의 결과로 자기효능감, 보상, 경쟁, 사회적 상호작 용에 관련된 사용자 경험의 향상을 목표로 하는 콘텐츠들이 모두 지속적 사용의도의 향상에 유 의미한 영향을 미친다는 것과 그 영향력의 차이를 확인할 수 있었다.

본 실증적 연구의 목적은 게임에서 게이머의 사회적 상호작용을 통해 발현되는 조직시민행동 이 게임의 지속 사용의도에 어떠한 영향을 미치는지 알아보고, 게이머의 이타적 행동과 순응적 행동 유도에 대한 학술적, 실무적 시사점을 제공하는 것이다. 이를 위해 조직시민행동 이론을 바탕으로 가설을 설정하였고, 리니지2 게이머 134명을 대상으로 실증 분석을 실시하였다. 분석 결과, 게이머의 조직시민행동인 이타적 행동과 순응적 행동은 게임의 지속 사용의도에 유의미 한 영향을 미치는 것으로 나타났다.

management on corporate image and purchase intention. Research design, data, and methodology - The study employs monthly time series data from October 2013 to November 2013, analyzing variables to verify hypotheses. These concern three questions on marketing communication, five on public interest business activities, four on donation & sponsorship, two on donation & sponsorship activities, six on corporate image, four on volunteer service, and five on demographic characteristics. Results - Hypothesis 1, "Ethical management in marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects corporate image," was partially adopted with significant regression of marketing communication, public interest business activity, and donation & sponsorship. Hypothesis 2, "Ethical management such as marketing communication, public interest business, donation & sponsorship, and volunteer service positively affects purchase intention," was partially adopted with significant regression of marketing communication and public interest business. Hypothesis 3, "Corporate image positively affects purchase intention," was adopted at significant regression. Conclusions - Ethical management influenced purchase intention and corporate image.

Purpose – This study classified consumers' value inclination to find out ways to enhance consumers' eco-friendly product purchase intention. Further, it verified the differences among eco-friendly product purchase intentions depending upon value inclination. Research design, data, and methodology – The structured model and hypotheses were established, and 202 copies of effective questionnaires were used. In order to verify the hypotheses, we used single regression analysis, multiple regression, 3-step mediating regression, and path analysis. Results – Individualism had a positive influence upon materialism, need for uniqueness, and face wants, and collectivism had a positive influence upon materialism only. Factors of self-expressive consumption inclination had a positive influence upon eco-friendly product purchase intention, and factors of value inclination also had a positive influence. Finally, self-expressive consumption inclination mediated between value inclination and eco-friendly product purchase intention. Conclusion – Consumers with individualism inclination felt the need to connect the ownership of an eco-friendly product with their extended self and, further, it was clear that not only the government but also enterprises should build up their public image regarding eco-friendly products.

Purpose – The study aims to investigate empirically the effects of the flow of an Internet shopping mall upon consumers' revisit intention and purchase intention. Research design, data, and methodology – The subjects comprised customers of Internet shopping malls. SPSS 19.0 for Windows was used to verify the models and hypotheses. Frequency, factors, reliability, and regression analysis were used. Results – This study classified flow behavior factors of Internet shopping malls into four categories-skills, convenience, design, and mutual reaction-to investigate their influence on flow. Skills and convenience had a greater influence than mutual reaction and design. The flow was most influenced by convenience, followed by skills. Conclusions – First, the subjects comprised those who had made purchases at least once at an Internet shopping mall. Second, the study applied the common flow attributes of past researchers to the Internet shopping mall environment, to gauge customers' e-commerce involvement. Third, skill, convenience, and shopping mall display design affirmatively influenced the computer-mediated environment from the Internet marketing control implications perspective regarding the contents of the marketer’s website.

Purpose: The present study examined how self-efficacy and parental support (autonomy and controlling support) mediate and moderate between exercise intention and exercise behavior in children. Methods: Mediation, Moderation, and Conditional process analysis was used with 252 children. Results: The results indicated that the positive association between intention and behavior partially mediated by self-efficacy, and this indirect link was stronger for students with low autonomy and controlling support than for those with high autonomy and controlling support. In addition, both autonomy and controlling support moderated the relationship between intention and self-efficacy. Autonomy support moderated the relationship between self-efficacy and behavior but not the relationship between intention and behavior. On the contrary, controlling support moderated the relationship between the relationship between intention and behavior but not the relationship between self-efficacy and behavior. Conclusion: These findings suggest that intention is positively link to behavior in children’s exercise settings, and self-efficacy and parental supports are key mechanisms in the relationship.

Purpose - This study investigated not only social network service (SNS) characteristics’ effects on continuous use intention and reliability, but also the effects of continuous use intention and reliability on purchase intention. Research design, data, and methodology - The subjects comprised 274 SNS users in their twenties. The research was conducted over three weeks from October 16, 2013 to November 6, 2013, using questionnaires. A total of 267 copies were collected; 255 copies were used after excluding unsuitable copies. Results - Marketers who used SNSs should establish a bi-directional community and SNS page information exchange. SNS marketers should exchange useful information quickly through SNS pages, to differentiate themselves from competitors. Enterprises should use SNSs for marketing, considering not only continuous use intention but also reliability, to elevate product purchase intention. Conclusions - The study had limitations. Most subjects were students aged 24 to 28 years; the findings cannot be generalized. Second, personal computers (PCs) and smartphones had similar influence. Third, the preferences and/or characteristics of each SNS type were not reflected in marketing.

Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers’awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results – The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions – Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

This study is aimed to examine the mediated effects of consumer recognition in relationship of local food tour experience and intention of action in the revitalization of local food. Questionnaire survey target was women in 30s and 40s. The local food tour experience is independent variable, intention of action is dependent variable, and consumer recognition is analyzed as mediated variable. As a result, consumer recognition which is mediating variable has two subordinated variables. One is direct affect and the other is indirect affect. Between local food tour experience and intention of action, there was partial mediating effect. Thus, through tour experience, consumer can have positive recognition of freshness, safety, health, taste, price, job creation and relationship. That affects to the intention of action. Based on the results of the study, it is necessary to learn success case for marketing revitalization, and develop and operate experiencing tour education program to manage customer continuously.

본 연구는 원예재활 실습만족이 화훼원예전공생들의 직업준비의사에 영향을 미칠까?라는 연구의문을 가지고 원예재활 실습의 구성요소를 도출하여 이들이 직업준비의사에 미치는 영향의 정도를 통계적으로 분석했다. 연구절차는 선행연구를 통해 원예재활실습 구성요소를 심리적, 물리적, 교육적 범주로 14개의 변수를 도출하고 이를 현장에 맞게 조작적 정의를 내려 변수를 가공한 후 설문을 통해 실습에 참여한 화훼원예전공생 60명 전수를 대상으로 실증적 조사를 하였다. 조사의 내적 타당도와 측정도구의 신뢰성을 검증하고 회귀분석을 통해 직업준비의사에 미치는 만족 요인을 분석했을 때 자격증제도와 체계화 된 교구재가 가장 영향을 주는 것으로 나타났다. 따라서 화훼 원예 전공생이 원예재활을 직업으로 연계하려면 체계적인 시청각 교구재의 개발과 자격증 제도의 시스템과 같은 전문적인 지원체계를 구축하는 것이 필요하다는 연구결과는 원예재활프로그램의 정착에 기초자료로 활용될 수 있을 것이다.

The Purpose of this paper is to analysis on consumer’s purchasing behavior and intention of local food. To analysis consumer’s purchasing behavior, a series of homemaker surveys were conducted. The sample size of the survey is 416 respectively. As a survey result, consumer’s purchasing behavior shows that purchasing ratio of local food and buying place is various type. By decision tree model analysis showed that consumer’s purchasing intention is enough to establishing local food system in region. Therefore, strategies for regional consumption are needed expression of the place city and county of origin, diversification of purchasing item and buying area, and sustainable improvement for safety and trust on local food.

본 연구는 무용전공 고등학생과 대학생의 자아탄력성이 무용만족도 및 무용지속의도에 어떠한 영향을 미치는지 살펴보고, 이들 간의 구조적 관계를 검증하여 무용수들의 무용지속을 위한 기초정보를 제공하고자 하였다. 예술 고등학교와 4년제 대학에 재학 중인 무용전공 여학생 377명의 자료를 바탕으로 연구를 진행하였으며, 자아탄력성, 무용만족도, 무용지속의도 질문지의 신뢰도 및 타당도 검증을 거친 후 연구의 목적에 맞도록 자료분석을 실시하였다. 먼저, 자아탄력성은 무용만족도와 무용지속의도에 정적인 영향을 주는 것을 확인하였다. 다음으로 자아탄력성과 무용만족도, 무용지속의도 간의 구조관계를 검증한 결과 무용만족도가 자아탄력성과 무용지속의도를 정적으로 매개하는 것으로 나타났다. 마지막으로 무용전공에 따른 경로 비교를 위해 다중집단 분석을 실시한 결과 자아탄력성에서 무용지속의도로 가는 경로계수에서 집단 간 유의한 차이가 나타났다.