The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

이 연구는 21세기 들어 G2 국가로 부상하며 동북아시아에서도 막강한 영향력을 과시하고 있 는 중국과 관련해, 한국과 일본 신문들은 對中國 보도에서 어떤 특징을 선보이는지 보도 비중과 함께 보도 주제, 보도 양식, 그리고 정보원의 다양성 차원에서 조선일보와 한겨레, 마이니치와 아사히 신문을 비교하였다. 분석 결과, 일본 언론들이 중국에 대한 보도 분량을 미국에 대한 보 도 분량과 비슷할 정도로 무게 있게 책정한데 반해 한국 언론들은 여전히 미국 중심적인 보도 속에 대중국 보도 분량이 일본에 비해 상대적으로 낮은 것으로 밝혀졌다. 이와 함께, 주제를 둘 러싼 다양성에 있어서는 국가 간의 차이보다 언론사 간의 차이가 컸으며 기사 양식과 관련해서는 양국 보수지 및 진보지 사이의 이념적 차이가 국가적 차이보다 두드러진 것으로 나타났다. 마지 막으로, 정보원에 있어서는 한⋅일 양국 간의 차이가 대단히 큰 것으로 나타나 현지 언론을 주로 인용하는 한국 언론들에 비해 직접 취재는 물론, 인터뷰와 현지 언론 등을 고르게 이용한 일본 신문들의 다양성이 한국에 비해 매우 높은 것으로 조사됐다.

The purpose of this study was to investigate the status of domestic and foreign power blogs that serve as professional source of information and to clarify the difference of the criteria for the certification and selection of power blogs. The study also analyzed the configuration of contents and the characteristic of categories of the power blogs. Eleven domestic blogs were examined, of which ten were certified as power blogs on several portal sites and one blog was operating in English. Furthermore twelve foreign blogs were examined, of which ten blogs were selected from the graded list of www.alexa.com for the Fashion Power Blog TOP 20 adopted on www.telegraph.co.uk in 2009, and two noticeable blogs were selected additionally. Data were analyzed by both theoretical and exploratory studies. The exploratory study was conducted by fourteen majors, who took interest in the blogs and were divided into two groups to look at the domestic and foreign sites, from 12 October to 12 November in 2010. The types of blogs were classified by frequency analysis of interactivity, interest provision, information provision and purchase capability. The investigators checked the type of the contents of each blog and the frequencies were used for the classification type. The analysis showed that the frequencies were in the order of information provision, followed by interest provision, and purchase capability for foreign blogs, while interest provision was followed by information provision for domestic blogs. Interactivity, interest provision, information provision and purchase capability were generally reflected in foreign blogs. Rather than interest provision and information provision, however, interactivity and purchase capability were reflected relatively weakly in domestic blogs.

The current research identified the impacts of WOM(Word-of-Mouth) regarding dining experience and the factors which were likely to influence them. Specifically, this study is examined from the perspective of WOM recipient`s in on-line settings. For the purpose of this research, online survey was used and a total 203 online questionnaires of respondents who had experienced restaurant reviews and recommendations via internet last 6 month were analyzed. Overall, the results indicated that in aspects of WOM recipients, the impacts of WOM were ``visit intention``, ``re-WOM intention`` and ``source credibility`` affected ``WOM acceptance`` in this process. Additionally, ``online homophily`` and ``message vividness`` had a positive effects(p<0.001) on builiding source credibility. By clarifying the process between on-line WOM of restaurant consumers and their actual visit, this study intend to provide basis which can be used for restaurant industry`s effective marketing activity.

The purpose of this study was to compare clothing values and clothing purchasing behaviors between Korean and American college students, especially men. Also this study was to analyze the clothing values effect on the clothing purchasing behavior. For the practical study, 200 questionaries were surveyed, 110 from Korea and 105 from American. The average and frequency, t-test, χ2, multi-variate analysis of variance and factor analysis were used for this study. The result showed, first, there were little differences in the clothing value aspect. Both Korean college men and American college men considered the theoretical value to be most important, however, the American college men were higher than the Korean college men for theoretical, economic and political values. Compared to the Americans, the Koreans considered social clothing value to be more important but theoretical, economic and political values were less important. Second, there were some differences in most of all the clothing purchasing behaviors. There were slight differences in the reasons for the purchases between Korean and American college men. Both of them said that they purchase clothes to satisfy their needs. Regarding the information sources for the purchase, The Korean college men were slightly higher than the American college men for the media information sources and lower than them for the human information sources. Regarding the place where the clothes were purchased, the Korean college men preferred to make purchases at department stores, and the American college men preferred shopping malls. Regarding the monthly expenses for clothing, less than 50,000 won($50) was the average for most of the Korean women, but most of the American college women spent 100,000 150,000 won($150) per month. Third, the clothing value was different in the reason for purchasing, the purchasing information source, the purchasing place, and the monthly expenses for the clothing.

본 연구에서는 한국과 미국 방사선학과 대학생들을 대상으로 방사선 정보원과 전공 선택 만족도의 상관 관계를 분석하고자 하였다. 본 연구의 대상자는 한국의 충북 소재의 일개 4년제 대학교와 미국의 텍사스 주 소재의 일개 4년제 대학교의 방사선학과 1, 2 학년을 대상으로 하였다. 설문조사는 2019년 5월 7일부터 5월 28일까지 방사선 정보원과 정보원 신뢰도 그리고 방사선학과 선택 만족도에 대해 자기기입방식으로 조사하였다. 그 결과 첫째, 양국 대학생 모두 인터넷을 가장 많이 사용하는 정보원이지만 교과서를 통한 정보 수집 비중은 미국 대학생들이 유의하게 높았다. 둘째, 한국 대학생들은 미국 대학생들보다 정보원에 대한 신뢰도가 정부의 인쇄물을 제외한 인터넷, 신문, 소셜 네트워크 순으로 유의하게 높았다. 셋째, 미국의 대학생들은 한국 대학생들보다 방사선학과 선택 만족도가 유의하게 높았다. 넷째, 한국 대학생들은 다양한 정보원을 통해 전공 선택에 도움을 받고 있었으며 특히, 소셜 네트워크간의 상관계수가 유의하게 높은 상관관계를 나타냈다.