Digitalization and the emergence of online video platforms changed the way people communicate and made new marketing opportunities. As mobile short-form video has unique characteristics, more people tend to consume and produce diverse content in the digital environment. The purpose of this study aims to better understand the influence of short-form videos from a fashion marketing standpoint and delineate the driving factors through story types. Specifically, by adopting common traits of short-form video content and story types based on Greimas’ narrative theory, this study explores customers’ intention toward fashion purchases and electronic word of mouth. In this context, this paper contributes to activating short-form video content as a tool to promote fashion brands and products but also opening up the possibility to further study short-form videos.

This study aims to address two important questions: will advertising on mobile short-form video apps jeopardize the value perception of luxury brands (RQ1), and if so, how will self-deprecating online reviews eliminate these negative effects (RQ2). An experimental design approach was employed to investigate the proposed research questions. Three experiments were conducted to test the hypotheses. SPSS was used for data analysis. The study 1 finds that compared with traditional media, advertising on mobile short-form video apps shortened the psychological distance between consumers and luxury, therefore has a more negative impact on consumers’ perception of luxury brands. The study 2 reveals that self-deprecating online reviews can eliminate the negative effects of advertising of luxury brands. On the basis of previous research, this paper proves the negative influence of social media on luxury brands in the scene of new social media-mobile short format video application. In addition, it also studies the moderating effect of online comments, especially self-deprecating comments, on consumers' perception of luxury brands. This study outlines theoretical contributions and practical implications for the luxury marketing management and made suggestions for future research in the field of luxury marketing in Social Media.

Background: The Functional Assessment of Chronic Illness Therapy (FACIT) for Dyspnea was developed to assess multidimensional dyspnea using two subscales (experience of dyspnea and functional limitation) and a total score. Objects: This study aimed to assess the reliability and validity of the Korean version of the FACIT-dyspnea 10-item short form questionnaire (FACIT-dyspnea-K). Methods: Subjects were 163 patients with cancer. Dyspnea-related scales (modified Medical Research Council scale [mMRC], European Organization for Research and Treatment of Cancer Quality of Life Questionnaire-Core 30 [EORTC QLQ-C30], Hospital Anxiety and Depression [HAD], and WHO Performance Scale) were used to validate the FACIT-dyspnea-K. Results: Internal consistency was confirmed by Cronbach’s alpha values of 0.90 and 0.95 in factors 1 and 2, respectively. Convergence validity was determined by comparing the two factors and total score of the FACIT-dyspnea-K with conceptually related assessment tools measuring the physical and emotional effects of dyspnea, with which correlations ranged from 0.364 to 0.567. Criterion validity was established by significant differences in the FACITdyspnea- K score between groups when the patients were classified by performance status as assessed by the WHO performance scale. Furthermore, the FACIT-dyspnea-K showed notable correlations with other dyspnea scales (mMRC, EORTC QLQ-C30, and HAD) for cancer patients (r = 0.28 to 0.54). The test-retest reliability of the two factors and total score of the FACITdyspnea- K appeared to be excellent (Cronbach’s alpha = 0.96 to 0.97). Conclusion: This study supports FACIT-dyspnea-K as a valid and reliable instrument to assess the dyspnea experience of cancer patients in clinical settings.

분노반응검사(Evans & Stangelang, 1971)는 분노를 유발하는 자극의 관점에서 분노수준을 평가하는 도구이다. 그러 나 이는 고령자를 대상으로 사용하기에는 문항수가 너무 많아 적은 수의 문항으로 구성된 분노반응검사가 필요하다. 본 연구의 목적은 신뢰성이 높고 타당한 단축형 분노반응검사를 제작하는 것이다. 연구 1에서는 60세 이상의 고령자들 에게 76문항으로 구성된 분노반응검사를 실시하였으며, 검사이론에 기초하여 76개의 문항들 중에서 10개의 문항을 추출하여 단축형 분노반응검사를 제작하였다. 연구 2에서는 60세 이상의 고령자들로 구성된 또 다른 표본을 대상으로 단축형 분노반응검사와 타당도 확인을 위한 검사들을 함께 실시하여 신뢰도와 타당도를 평가하였다. 노인용 단축형 분노반응검사의 Cronbach 는 .79로 양호한 수준의 신되도를 보였다. 노인용 단축형 분노반응검사는 특성분노를 반영하 는 검사이므로, 특성분노를 측정하는 검사점수와 상관이 높아야하고, 분노의 다른 측면을 반영하는 점수와는 낮은 상관을 보여야 타당하다. 노인용 단축형 분노반응검사 점수는 상태-특성 표현 척도의 특성분노 점수와 .60이상의 높은 상관을 보였으며, 분노표출 점수와 .39의 상관을 보였고, 적대감 점수와 .41의 상관을 보였다. 결론적으로, 본 연구에서 제작한 단축형 분노반응검사는 신뢰할 수 있고 타당한 검사인 것으로 나타났다.

To develop an effective and efficient measurement system for tracking changes of functional status across two measures, it is essential to integrate information and communicate scores across two measures. The lack of communication between two measures leads to score incompatibility. A potential solution would be the development of a crosswalk table between those measures. Prior to creating a crosswalk table, selecting common items between two measures is critical. By using the Oswestry low back pain disability questionnaire (Oswestry) and a short form measuring disability resulting from low back pain, item level statistics as well as differential item functioning (DIF) using the Rasch measurement were investigated. Eighty-two participants with known group validity were recruited. Based on the application of the Rasch measurement model, item difficulties across the two measures were logically and hierarchically ordered. Ceiling effects for both measures were detected, which were not be able to be effectively measured with the two measures. The DIF analysis across the two measures confirmed that five paired items were found to have DIF and five common items were selected for common items. Although five paired items function differently across the Oswestry and the short form, all items of both measures were well targeted study participants. The common items selected by the Rasch measurement model may be effective when creating a crosswalk table between the Oswestry and the short form.

For maintaining adequate psychometric properties when reducing the number of items from an instrument, item level psychometrics is crucial. Strategies such as low item correlation or factor loadings, using classical test theory, have traditionally been advocated. The purpose of this study is to describe the development of a new short form assessing the impact of low back pain on physical activity. Rasch measurement model has been applied to the International Classification of Functioning, Disability and Health Activity Measure (ICF-AM). One hundred and one individuals with low back pain aged 19-89 years (mean age: 48.1±17.3) who live in the community were participated in the study. Twenty-seven items of lifting/carrying construct of the ICF-AM were analyzed. Ten items were selected from the construct to create a short form. Item elimination criteria include: 1) high or low mean square (out of the range: .6-1.4 for the fit statistics), 2) similar item calibrations to adjacent items, 3) person separation value, and item-person map for potential gap in person ability continuum. All 10 items of the short form fit to the Rasch model except one item (i.e., carrying toddler on back). Despite its high infit and outfit statistics (1.90/2.17), the item had to be reinstated due to potential gaps at the upper extreme of person ability level. The short form had a slightly better spread of person ability continuum compared to the entire set of item. The created short form separated individuals with low back pain into nearly 4 groups, while the entire set of items separated the individuals into 6 groups. The findings prompted multidimensional models for better explanation of the lifting/carrying domain. The item level psychometrics based on the Rasch model can be useful in developing short forms with rationally retained items.

본 연구에서는 한국의 성인들을 대상으로 Maggiori, Rossier, Savickas(2017)가 개발한 진로적 응성 척도의 단축형(Career Adapt-Abilities Scale-Short Form)(CAAS-SF)을 타당화하고자 하였다. 타당화를 위해서 확인적 요인분석을 통해 요인구조와 문항의 적절성을 확인하였으며, 성별과 경력에 따라 척도의 적용가능성을 살펴보기 위해 집단간 구인동등성 검증을 실시하였다. 마지막으로, 관련 변인들과의 상관을 통해 진로적응성 단축형의 준거관련 타당도를 확인하였다. 연구결과, 원척도 개발 당시 가정한 2차 요인모형이 우리나라 성인들의 자료를 잘 설명하는 것으로 나타났으며 성별과 경력에 따른 구인동등성도 성립되었다. 진로적응성 단축형은 관심, 통제, 호기심, 자신감 4요인으로 구성되며, 각 요인은 전체문항과 개별 요인으로 사용가능한 것으로 나타났다. 또한 진로적응성은 삶의 만족, 기본 심리적 욕구 충족, 직무만족과 유의미한 정적 상관이 있는 것으로 나타나 준거관련 타당도가 확인되었다. 연구결과를 바탕으로 연구의 함의와 진로적응성 단축형의 활용에 대한 구체적인 논의를 기술하였다.