The body of knowledge from psychology has been useful to marketing for understanding consumer minds and behaviors (Jia et al., 2018). Daily activities, such as movie watching, grocery shopping, online shopping, drinking coffee (with friends or alone), and making an in-app purchases on social media, all involve consumption which is affected by the perceptions, attitudes, and behaviors of the decision maker (i.e., consumers). But when the ways in which we sense and interact with the world change, how does it shift our ways of communicating with each other and the processes of forming perceptions, attitudes, and behaviors?

PURPOSES : With the recent enactment of the 「Framework Act on Sustainable Infrastructure Management」 in Korea, the establishment of mid- to long-term management plans for social infrastructure and the feasibility evaluation of maintenance projects have become mandatory. To this end, the life cycle cost analysis is essential. However, owing to the absence of a deterioration model, trials and errors are in progress. METHODS : In this study, a deterioration model was established for bridges, which are the representative social infrastructures of roads, particularly for expansion joints that can cause enormous damage to not only the superstructure but also the substructure. The deterioration model was classified into rubber and steel, based on the material of the expansion joint. The analysis used the inspection and climate data conducted in Korea over the last 12 years. The Bayesian Markov Hazard model was applied as the analysis technique. RESULTS : The average life expectancy by type of expansion joint was analyzed to be 8.9 and 6.6 years for rubber and steel, respectively. For probabilistic life cycle cost analysis, the probability distribution of the life expectancy, validity range by confidence level, and Markov transition probability matrix were presented. CONCLUSIONS : In this study, the basis for deterministic and probabilistic life cycle cost analysis of expansion joints was laid. In future studies, it will be necessary to establish a standardized deterioration model for all types of infrastructure, including all bridge elements.

PURPOSES : This study aimed to estimate road pavement life expectancy using Bayesian Markov Mixture Hazard Model, to support infrastructure asset management. In addition, the life expectancies for the pavement condition index were compared among regional construction and management administrations. METHODS : Eleven years of National Highway road pavement monitoring data fused with ESAL (Equivalent Single Axle Loads), SNP (Structural Number of Pavement, an indicator of structural capacity), and average low temperature, total rainfall, and de-icing were used for the deterioration modeling. Deterioration modeling was performed through the Bayesian Markov Mixture Hazard Model. RESULTS : The expected life expectancy of the crack was estimated at 12.28 to 18.51 years, rut depth was estimated at 15.93 to 25.3 years, and the International Roughness Index was estimated at 10.44 to 14.33 years. It was also confirmed that the heterogeneity factor proposed in the Bayesian Markov Mixture Hazard Model could be used to analyze group characteristics and differences in the benchmark. CONCLUSIONS: This study provided important information in that it compared the life expectancies and structural characteristics of the pavement condition indexes among regional construction and management administrations. Based on this result, it is expected that a pavement structure design and maintenance strategy suitable for deterioration characteristics among regional construction and management administrations will be established.

Steamed and freeze-dried mature silkworm powders (SMSP) have various health improvement effects. However, westill do not know which substances are reponsible for varius health improvement effect yet. In this study, we comparedcontents of phytochemicals in SMSP to mulberry leaves and other silkworm powders. We found that SMSP have certainlevels of phyttochemicals and silk proteins. Our data suggested that various substances in SMSP are responsible for healthimprovements effect. (Project title: Elucidation the health improvement effects of boiled silk worm larvae, Project No:PJ010828012017)

This study builds on prevalent approaches of extending the applications of importance performance analysis (IPA) tool. Thus, we analyse the influence of Performance expectancy on Customer Satisfaction. The instruments employed were adapted from previous studies and pilot tested with a group of master students to verify clarity of meaning and comprehension. Findings reveal the stronger influence of three factor that emerge from performance expectancy: Usability, Reliability, Information Quality.

The objective of study was to find the relationship in hilly pasture landscape expectancy and tourist’s satisfaction on grassland facility. It was followed by literature reviews and visitors’ survey in Daegwallyeong Yangtte Farm on 31, July, 2014. 367 respondents were analyzed by F-test, t-test, Chi-square and Fisher’s Exact Test at 0.05 level after data screening process. Computing factors were sex, marital status, age, academic career and occupation. The results was as followed; First, major respondents group of survey were in oder of woman, forty years old group, married office worker, and university graduate. Second, the expectancy for grassland was significant difference in age, but pasture color expectancy was not significant difference in gender, age, educational background, marital status, and there was significant difference in favorite grassland type with age, marital status. Third, favorite fence type was not significant difference along with all group of participants. However, color and material of fence was significant difference in marital status. Fourth, preferred ranch road was significant difference with occupation and marital status. There was significant difference in favorite grassland type near ranch road along with age and occupation type. Fifth, the mean satisfaction was 3.6 point in 5.0. Therefore, all respondents were generally satisfaction in visited. Tourists were more interested in ranch landscape than experience or contacts to animal.

The current study investigated the mediating effect of positive internet game expectancy on the relationship between behavioral activation system and internet game addiction to confirm whether the acquired preparedness model which has been verified in substance addiction field could be applied to internet game addiction field, then tested wether the effect is moderated by game refusal self-efficacy. 349 gamers aged 13 above participated this study. The results showed that the behavioral activation system boosted the positive game expectancy and then increased the risk of internet game addiction, but the effect was buffered by game refusal self-efficacy. Focused on the results, therapeutic suggestions about current study were discussed.

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

본 연구의 목적은 기대-가치 이론(Eccles & Wigfield, 2002)과 자기결정성 이론(Deci & Ryan, 1985)을 체육수업 맥락에 적용하여 기대가치와 도움요청 및 자기핸디캡의 관계에서 자기결정동기의 매개효과를 검증하고, 남녀 집단과 중학교, 고등학교 집단 간 경로 동등성의 차이가 있는지를 다집단 분석을 통해 규명하는 것이다. 이러한 연구목적 달성을 위해서 수도권 소재 중등학교 학생들을 대상으로 편의표본추출법을 이용하여 총 707부를 최종 유효표본으로 선정하였다. 자료처리는 SPSS 18.0과 AMOS 18.0을 활용하여 전체모형의 적합도 검증을 확인한 후 개별 가설들을 검정하였는데, 그 결과를 보면 다음과 같다. 첫째, 과제가치와 도움요청의 관계에서 자기결정동기의 무동기, 외적조절, 확인된 조절은 직접효과를 유지하면서 부분매개의 역할을 하는 것으로 나타났다. 또한 부과된 조절은 간접효과가 통계적으로 유의하지 않아 기각되었고, 내적 조절은 과제가치와 도움요청과의 관계를 완전 매개하였다. 둘째, 성공기대와 도움요청의 관계에서 무동기, 외적조절, 확인된 조절은 부분매개, 부과된 조절은 유의한 간접효과가 나타나지 않았고, 내적조절은 성공기대와 도움요청의 관계를 완전 매개하는 것으로 나타났다. 셋째, 과제가치와 자기핸디캡의 관계에서는 부과된 조절을 제외한 무동기, 외적조절, 확인된 조절, 내적조절은 직접효과를 유지하면서 부분매개의 역할을 하는 것으로 나타났다. 넷째, 성공기대와 자기핸디캡의 관계에서는 무동기, 외적 조절, 확인된 조절은 직접효과를 유지하면서 부분매개의 역할을 하는 것으로 나타났고, 내적 조절은 이들의 관계에서 완전 매개하는 것으로 나타났다. 다섯째, 성별 간 경로계수의 차이를 비교한 결과, 모든 직접경로에서 남녀 집단 간 유의한 차이가 나타나지 않았다. 여섯째, 학급 간 경로계수의 차이를 비교한 결과, 5개의 직접경로에서 학급 간 유의한 차이가 나타났다.

본 연구는 기대-가치 모델(Eccles et al., 1983)을 스포츠에 적용하여 운동 정체성과 성취행동 간의 구조적 관계를 검증하고, 또한 스포츠 종목과 운동경력 간 경로 동등성을 비교하였다. 연구대상은 454명의 남자 대학 운동선수들이며, 자료는 구조방정식모델과 다집단 분석을 이용하여 분석되었다. 구조방정식모델 분석의 결과 운동 정체성은 네 가지 가치(내적, 달성, 유용성, 지각된 비용)와 성공기대를 예측하는 변수이며, 달성 가치를 제외한 기대-가치 변인들이 운동 정체성과 성취행동 간의 관계를 부분 매개하는 것으로 나타났다. 다집단 분석의 결과 운동 정체성이 달성 가치에, 성공 기대와 지각된 비용이 성취행동에 영향을 미치는 경로가 팀스포츠와 개인종목 선수들 간 차이가 있는 것으로 나타났다. 더욱이, 운동정체성이 내적 가치에, 지각된 비용과 달성 가치와 유용성 가치가 성취행동에 미치는 경로도 운동경력수준에 따라 다른 것으로 나타났다. 본 결과는 대학 운동선수들의 동기와 성취행동을 예측하는 변수로서 긍정적인 운동 정체성을 향상시키는 것이 중요하다는 사실을 시사한다.

본 연구의 목적은 자기-과제 지각 질문지(Eccles & Wigfield, 1995)의 번역본(박중길, 김승재, 이경환, 2010)에서 4요인 14문항을 이용하여 제작된 체육 기대-가치 질문지의 구인 동등성과 잠재평균 차이를 검증하는 것이다. 연구참여자는 1,236명의 남녀 중고등학생이었다. 확인적 요인분석의 결과 4요인(내적흥미, 중요성, 유용성, 능력/기대관련 믿음)으로 구성된 측정모형은 만족할만한 적합도를 보였다(x2=255.86, df=76, p<.000, Q=3.60, RMR=.048, GFI=.935, TLI=.953, CFI=.963, RMSEA=.071). 성별과 학년급간 다집단 확인적 요인분석의 결과 형태 동등성, 측정 동등성, 절편 동등성, 그리고 요인분산 동등성 모형은 매우 양호한 적합도를 나타내었다. 내적 흥미, 중요성, 유용성 및 기대/능력 믿음 요인에 대한 잠재평균분석의 결과 남학생이 여학생보다 모든 요인의 수준이 높고, 고등학생이 중학생보다 모든 요인의 수준이더 낮았다. 따라서 체육 가대-가치 질문지는 남녀 중고등학생들에게 공통으로 적용 가능하며, 체육에 대한 가치 지각과 기대관련 믿음은 성별과 학년급간에 유의한 차이가 있다.

This study was performed to present the specialized & extensive overview for ideal features of floral decoration directors by investigations and analizing the students' degree of expectation for various features of those in the institutes of lifelong education. We also analyized the role of decoration director. All the investigation was performed by analizing the date acquired by survey. The students were classified into several groups according to their ages, sex, and degree of education, vocations, and motivations of learning. Each group showed statistically different levels of expectatancy for some features and did not for other features. The results can be snmmerized as follows. The level of expectatancy for exrenal features including image(2.65 vs 2.4), and style(2.61 vs 2.32) of floral decoration directors was higher in the group of twenties than that of older group.The younger group also showed higher level of expectatancy for the features of personality of the directors including self-confidence and sense of humor(3.68 vs 3.45), considerate attitude(3.94 vs 3.71), The studens participating in the class to become floral decoration directors compared with those for hobby or vocation generaly showed higher degree of interest and especially in the field of feature of personality and teaching ability. The most respected images of decoration director included sincerity, close attention and cares. Conclusively, the institutes of lifelong education members show various demands and higher level of expectatancy. Therefore the floral decoration directors should not only transfer the specialized knowledge & technique. but also influence the students with good personality & keep good educator-student relationship to activate the floral decoration courses of institutes of lifelong education,