본 연구에서는 4명의 ADHD 아동을 대상으로 동화 게임 읽기를 5주간 시행하고, 이야기 감정이 아동의 읽기 태도에 미치는 영향에 대해 살펴보았다. 본 연구에 활용된 동화 게임은 아라비안나이트의 <어부와 지니>를 인터랙티브 동화로 개발한 것으로, 모션센싱 디바이스로써 마이크로 소프트(Microsoft)사의 키넥트(Kinect)와 BCI(Brain Computer Inface)로써 뉴로스카이(NeuroSky)사의 마인드웨이브(MindWave)를 Unity 3D 게임엔진과 연결하여 사용자가 읽기, 행동, 집중력을 사용하여 플레이하도록 디자인된 것이다. 본 연구에서는 <어부와 지니> 게임 동화를 읽는 동안 아동이 감정적인 텍스트를 읽을 때 보인 집중도를 추적하고, 보호자의 아동의 읽기 태도 변화에 대한 인터뷰와 비교하였다. 그 결과 상위 75%의 집중도를 보인 텍스트 중 다양한 이야기 감정 텍스트를 포함하고 있는 아동이 그렇지 않은 아동에 비해 읽기 태도에서 긍정적인 변화를 보였다는 점을 확인할 수 있었다.

The purpose of this study is to analyze outsourcing ship management function at Turkish shipowning companies and Turkish shipowners’ attitudes towards third party ship management companies. A survey method was used for the study. Based on the factors collected both from literature review and interviews, a questionnaire was conducted through Turkish shipowners. The results of the study have revealed that big portion of Turkish shipowners are not willing to give the management of their vessels to third party ship management companies. This study will help researchers and ship managers to understand Turkish shipowners’ attitudes towards ship management companies and the root of shipowners’ behaviors about ship management companies. This study makes contributions to the limited literature on ship management and third party ship management by analyzing shipowners’ attitudes towards third party ship management companies in Turkey.

This study examines student opinions into teacher use of English as a lingua franca as a second language to teach a third language. This research focuses on student recognition of the benefits of specific teacher uses of English as a lingua franca, student preferences of specific teacher uses of English as a lingua franca, and potential attitudinal effects of teacher use of English as a lingua franca. Thirty eight Korean university students participated in this study by completing a questionnaire. The data were analyzed through Mann Whitney U tests, a Borda count, chi-squared goodness of fit tests, and descriptive statistics. The results revealed students held the different uses in a similar and positive light but did not prefer uses that perform a social function. The results also showed students did not perceive of much positive attitudinal benefit (anxiety, connection to the teacher, and motivation). Nor did the students indicate teacher use of English as a lingua franca causes the students to lose face or feel that their mother tongue is disrespected. Classroom implications and limitations are discussed.

The purpose of this study is to identify the guideline’s contents for dietitians’ knowledge, attitudes, and practices (KAP) for the sustainability management at school foodservice. The contents for the guideline were determined by the Delphi technique of two rounds. The Delphi panels of experts were consisted of sixteen school dietitians and fourteen professors of food and nutrition with more than 10 years of experiences by convenience sampling method. Based on the literature, knowledge, attitudes, and practices required for dieticians were classified into menu management, procurement, food production, facility and energy management, waste management, personnel management, and nutrition education. Data were analyzed using SPSS for Windows version 24 and EXCEL to calculate descriptive statistics, content validity ratio, degree of agreement, and degree of convergence. As a result of the second round, the validity scores of ‘knows eco-friendly certification standards and labeling systems (4.53 point)’ in the knowledge category, and ‘tries to purchase local agricultural products (4.87 point)’ in the attitude category were the highest. From that round in the practice category, the validity scores of ‘plan menus for students' health’, ‘purchases eco-friendly food’, and ‘conserves energy in pre-processing and cooking process’ were the highest with 4.73 point. Applying the criteria for securing the validity of the contents, the contents of 25 knowledge items, 20 attitude items and 30 practice items were confirmed. The findings of the study can be used to develop the guideline for dietitians required for the sustainability management.

This study was conducted to investigate the nutrition knowledge, dietary attitudes, dietary behaviors, smartphone usagerelated dietary habits, and health-related lifestyles of higher grade students in elementary school according to risk level of smartphone overdependence. Subjects were 286 fifth and sixth grade students of elementary school in the Siheung and Ansan areas. Data were collected using self-administered questionnaires and analyzed using SPSS v. 20.0. Based on scores of S-scale (smartphone overdependence scale for adolescents), subjects who used smartphone were classified into an overdependence group (ODG, n=52) and a normal group (NG, n=234). The ODG showed a significantly longer usage time than NG on both weekdays and weekends (p<0.001). There were no significant differences in total scores of nutrition knowledge between the ODG and NG. Average total scores of dietary attitude and dietary behavior in the ODG were significantly lower than in the NG (p<0.001). There were higher risks of ODG for skipping meals (OR=8.3, 95% CI=4.027-17.099), changing eating speed (OR=4.4, 95% CI=2.209-8.822), and changing meal amount due to smartphone usage (OR=2.9 95% CI=1.233-6.623). Therefore, education programs are needed to ensure proper dietary behaviors and habits among smartphone overdependent elementary school students.

미래는 다양성을 융통적으로 발휘하여 함께 어울림이 가능한 사람만이 바람직한 삶을 살아갈 수 있는 시대이다. 이를 위해 학교 교육은 기존의 학교라는 틀에서 벗어나 학생의 진로에 영향을 미치는 다양한 교육의 형태와 내용을 제공해야 한다. 이를 위해 본 연구는 중학생의 진로정체감에 영향을 미치는 다양한 요인들을 살펴보았고, 학교교육의 형태에서 진로정체감에 영향을 주는 다양한 요인들을 제공하기 위한 발전적 방향을 제시하고자 한다. 본 연구는 한국아동ㆍ청소년 패널조사(Korean Children and Youth Panel Survey, KCYPS) 2015년 중학교 1 학년 패널 5차년도 자료를 활용하였고, 총 2,056명이 연구대상이였다. 연구결과는 학업성취가 자아인식과 또래애착이 진로정체감 사이에서 매개효과를 갖는다는 것을 밝혔다. 첫째, 청소년의 자아인식과 학업성취, 또래애착과 학업성취, 학업성취와 진로정체감, 자아인식과 진로정체감, 또래애착과 진로정체감의 경로를 검증한 결과 유의미한 것으로 나타났다. 둘째, 청소년의 자아인식, 또래애착이 진로정체감에 미치는 영향에 대한 학업성취의 매개효과를 검증한 결과, 학업성취의 매개효과가 유의미한 것으로 나타났다. 본 연구를 바탕으로 청소년들의 진로정체감을 증진시키기 위해 자아인식, 또래애착을 바탕으로 한 학업성취를 고취시키는 진로지도를 연구하는 것이 중요하게 고려되어진다. 본 연구의 결과를 바탕으로 실천적 함의가 논의되어졌다.

The study investigated the relationship between body satisfaction and attitudes toward trendy clothing among men in Generation Y with fashion involvement being a mediator in that relationship. Findings suggested a negative relationship between body satisfaction and attitudes toward trendy clothing and a mediator role of fashion involvement.

The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.

The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low) was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Introduction One of the newest ways of online advertising is ‘native ad’ or ‘native content.’ This new form of advertising provides companies the opportunity to introduce their products or services in a more natural way via online. Native ads normally match the design of other contents presented in the website and it should be perceived naturally as the rest of the content there (for example, in an online news site, the ad should be presented as news). Since native ads fit into the design of the site and people are there looking for stories to read, they provide higher rates of engagement as well as brand perception. However, there is a possibility of people feeling ‘deceived’ after realizing the story they click to read is no other but advertising. Furthermore, in the case of news websites, there have been instances of disapproval regarding native content. One of the arguments against native content presented in news sites points out that it is not ethical to present ads in the format of news. On the other hand, paid content can be seen as a useful alternative for non-intrusive online advertising which can generate more views among the users. Despite the increase of native content as a new form of advertising, academic study about native content (ads) is still difficult to find. The purpose of this study is to find out how effective native content can be and how much 1) the web site type (news vs. entertainment vs. social networking site) and 2) the native content appeal (emotional vs. informational) will influence reader’s evaluations about a) the ad/website where the ad is placed and b) reader’s persuasion knowledge. The study also included an individual’s ad skepticism as one of the independent variables, arguing that the level of ad skepticism will influence the evaluations about the ad/website and individual’s persuasion knowledge. Native content appears naturally, functioning like the rest of the content in the website. This characteristic makes it difficult for some people to tell the difference between the editorial content and paid content. By including ad skepticism as an independent variable, this study will show how people with high/low levels of ad skepticism will deal with this type of advertising. The result of the study can be helpful for advertisers to decide where and how to present native content. An online experiment, 3 (website type: news site/entertainment site/Facebook) X 2 (native content appeal: emotional/informational) X 2 (individual’s ad skepticism: high/low), was conducted to estimate the effects of independent variables on dependent variables, such as attitude towards the ad, website’s evaluation and individual’s persuasion knowledge. Literature Review Native Advertising and Evolution of Advertorials Native advertising is a method marketers use to present content in an interesting and subtle way on different websites or social media in a way that is almost camouflaging with the other content presented there. According to a IPG Media Lab survey, native advertising presented 53% more exposure than banners and it showed better performance regarding purchase intention, brand closeness and share intention. Native advertising’s origins can be found in what is defined as ‘advertorial’ (a combination of the words advertising and editorial). As we can find different arguments in native ads, we may also find discussions regarding similar topics related to advertorials. Cameron and Ju-Pak (2000)’s research supported that when stories are presented as editorial copy, they showed better credibility than those with a label of advertising. The ideas and main characteristics of advertorials appear today in native advertisements, bringing the advantages of advertorials to native ads. Marketers keep trying to make online advertising reliable and create effective sponsored content. However, as it was discussed with advertorials, when it appears difficult to tell the difference between news content and sponsored content, there is a possibility that the advertising is seen as deceptive (Pike, 2014). Since native content has become a popular online advertising format in reality, it is necessary to study it and the responses generated among the audience members of online news and different websites. Persuasion Knowledge Model & Ad Skepticism An individual’s ability to recognize and evaluate marketers’ persuasion goals and tactics is known as persuasion knowledge. Ad skepticism refers to a critical approach for consumers to evaluate and cope with advertising. Relating to the persuasion knowledge model and native content, one of the most important aspects for marketers is to determine the degree of persuasion knowledge that the target has in the different types of native content or the different website types where it is presented. This study will evaluate how an individual’s persuasion knowledge is affected after being exposed to native content. According to the persuasion knowledge model, we can assume that the more consumers know about the persuasion attempt of an agent, the lesser they are being persuaded. This study examined how the exposure to a new way of online advertising (native content) affects users’ persuasion knowledge. In the meantime, consumers with a higher level of skepticism make it harder for advertisers to find the effective format of online advertising. Consumers with a high level of skepticism may also be more aware of advertising strategies which leads to less positive responses to ads that use subtle persuasive techniques (Obermiller & Spangenberg, 1998, 2000). Previous research has shown that ad skepticism varies depending on advertising formats: banner advertisements present higher levels of skepticism than sponsored content. The present study differentiated persuasion knowledge from ad skepticism. Ad skepticism is regarded as a personal attribute. It is measured in order to find out how participants' level of ad skepticism (high/low) will influence the effects of native content. On the other hand, persuasion knowledge is seen as a way users will cope with advertising strategies. This research examined the effects different native advertising have on a reader’s persuasion knowledge. Research Questions & Hypotheses [RQ1]: Will the effect of native content on site evaluation be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ2]: Will content appeal and website type influence the effects of native content on site evaluation (before/after)? [RQ3]: Will the effect of native content on persuasion knowledge be different depending on the website type, native content appeal and individual’s ad skepticism? [RQ4]: Will the effect of native content on attitude towards the ad (affective/cognitive/behavioral attitude and advertising credibility) differ depending on website type, native content appeal and individual’s ad skepticism? [H1]: Informational native content will show more positive cognitive attitude towards the ad than emotional content. [H2]: Emotional native content will show more positive affective attitude towards the ad than informational content. Research Method An online experiment was conducted in May 2016 in Seoul, Korea. Using a convenient and snowball sample, a total of 359 adult participants aged 18 or older took part in the online experiment. Experiment stimuli were created based on existing brands with high-involvement products (LG G5 mobile phone and CITI credit card). Experimental stimuli were created by the researchers to resemble native content and native ads in news sites, entertainment sites, and Facebook. The format of the contents was adapted from native content published in different sites (news site: /entertainment site: Huffington Post Korea, ). Participants were randomly assigned to one of the 6 cells (3 website types X 2 appeals). First, ad skepticism was measured followed by website evaluation. After each stimulus was shown, attitude towards the native ad, site evaluation and persuasion knowledge were measured. RESULTS AND DISCUSSION Despite the growing popularity of native advertising in various online sites, little research has been performed regarding its effects and possible variables influencing the effects of native advertising. This study intended to contribute to find an effective way to create native content and a suitable place to place the native content. The study found significant interaction effects between content appeal and site evaluation (before/after). Also, significant interaction effects on persuasion knowledge were found between website type and content appeal. On the other hand, main effects of independent variables (native content appeal and ad skepticism) showed interesting results. Results of RQ1 showed that a lower ad skepticism and informational content appeal presented more significant effects on site evaluation. In other words, participants with lower levels of ad skepticism were more likely to positively evaluate the site. Also, when comparing the types of appeal, informational native content turned out to be more effective on site evaluation than emotional appeal. However, the online experiment failed to detect a meaningful connection between website type and site evaluation. Significant differences were found in terms of participants’ website evaluation before and after presenting experimental stimuli, native content (RQ2). Contrary to what was expected, emotional appeal presented a bigger mean difference between site evaluation before and site evaluation after. This may be due to participants’ feeling of deception from native content with emotional appeal that leads a lower website evaluation among research participants (Howe & Teufel, 2014). According to Moore and Rodgers (2005), due to high levels of skepticism, online ads are perceived as the least reliable source of credibility. This can explain why content with informational appeal showed more favorable website evaluation over content with emotional appeal. The interaction effect between content appeal and website type on persuasion knowledge was significant. That is, informational appeal showed higher persuasion knowledge for both Facebook and news sites, whereas emotional appeal showed higher persuasion knowledge for entertainment sites. This result is consistent with the literature review presented above regarding website context and online advertising. Meanwhile, the fact that informational appeal increases persuasion knowledge on Facebook can be a subject for further research. Main effects of content appeal and ad skepticism were also found in increasing persuasion knowledge (RQ3). Ad skepticism showed significant main effects on attitude towards the ad over all four categories (affective, cognitive, behavioral attitudes and ad credibility). In other words, participants with lower ad skepticism showed more positive affective/cognitive/behavioral attitudes towards the native content and believed the ad was better. This finding supported previous research on ad skepticism where consumers with low levels of skepticism had more positive responses to advertising (Obermiller & Spangenberg; 1998, 2000). In conclusion, this study showed that participants with a lower level of ad skepticism show more positive reactions to native content than those who tend to be more skeptical about advertising in general. Also, informational appeal appeared to be more effective when compared to emotional content: informational appeal native ads resulted in more positive cognitive/behavioral attitudes towards the native ad and more ad credibility (RQ4).

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

Choi, Jin-sook. 2017. “A Study on Attitudes toward English among Chinese Students”. The Sociolinguistic Journal of Korea 25(1). 239~262. This study sets out to investigate the Chinese students' attitudes toward English and how their attitudes towards English are different as to the level of their Korean skills. For this study, 68 Chinese students participated in the questionnaire survey and 6 students with high level of Korean were interviewed as a group by the researcher. The result of the quantitative study indicates that the participants' attitudes toward English were generally positive. When the level of self-perceived Korean skills was applied to their attitudes towards English as a variable, the participants who had a high level of self-perceived Korean skills produced higher interest in learning English and more favorable attitudes towards English speakers than those who had a low level of self-perceived Korean skills. And the Pearson’s correlation analysis confirmed the relationship between these two factors: self-perceived Korean skills and attitudes toward English. The result of the focus group interview also supported the quantitative study: the participants who had a high level of Korean favored English and they were interested in English. Therefore, this study suggests that English learning could be applied only for the Chinese students who have a high level of Korean skills for the effectiveness of their studying in Korea.

본 연구의 목적은 사회적 기업가정신의 혁신성, 위험추구, 사회목적 실현의 하위요소가 사회적기업 구 성원들의 직무태도에 미치는 영향을 살펴보고, 사회적기업 구성원의 신뢰 인식이 사회적 기업가정신과 구성원의 직무태도를 조절하는지 검증하는 것이다. 본 연구를 위한 데이터는 인천, 대전, 제주 지역의 사 회적기업 및 예비사회적기업의 종사자를 대상으로 수집한 총 115개의 설문지를 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 사회적 기업가정신 중 혁신성과 사회목적 실현은 사회적기업 종사자의 직무만 족과 조직몰입에 긍정적인 영향을 주었으며, 이직의도에는 부정적인 영향을 주었다. 둘째, 사회적기업 종사자들의 신뢰 인식은 구성원의 직무태도에 유의미하게 영향을 주었다. 마지막으로, 본 연구는 신뢰가 사 회적 기업가정신의 하위요소와 구성원의 직무태도를 강화할 것인지를 살펴보았다. 그 결과 신뢰는 사회 적 기업가정신 중 혁신성 및 사회적 목적 실현과 조직몰입의 관계를 조절하는 것으로 나타났다. 본 연구 는 이상의 연구결과를 토대로 사회적 기업가정신과 사회적기업 종사자들의 직무태도와의 관계에서 학문 적인 시사점과 실무적인 시사점을 함께 제시하였다.

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers’ attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers’ exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers’ perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers’ perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products—results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.

The purpose of this study was to find efficient and customized tools for delivering the benefit of health functional foods (HFFs). Delivery tools which could influence the impact of advertising were images, explanations of ingredients, diagrams of health benefit, patents, and comments from authority. Six advertisements were developed using these tools: “A”: relevant image + explanation of ingredients + scientific diagram of efficacy; “B”: relevant image + explanation of ingredients; “C”: relevant image; “D”: irrelevant image; “E”: irrelevant image + explanation of ingredient + patent; “F”: irrelevant image + explanation of ingredient + comments from authority. To analyze the consumer perceptions on HFFs and advertisement effects, 300 respondents were requested to answer a questionnaire comprising of the following questions: 5 questions of attitudes (necessity of HFFs, trust in HFFs, gathering information, watching advertisements and trust in advertisement claims) and 6 questions on the 6 developed advertisements (attention, understanding, sufficiency of information, sympathy, trust, and purchase). Scoring was done as per the 5 Likert scale. There was a higher proportion of females and the elderly, as compared to males and youngsters. The overall consumer attitudes were positive. Explanation of ingredients, scientific diagram of health benefit, patents and expert comments were helpful factors in increasing the advertisement evaluation by consumer, but the images were not. Advertisement evaluation of consumer did not differ with gender and age. However, differences were observed between some of the consumer attitudes (necessity of HFFs, trust in HFFs, gathering information and trust in advertisements claim) and advertisement evaluations (attention, understanding, sympathy and purchase). Our results indicate that for consumers utilizing the HFFs, advertisements with concrete tools such as diagrams, patent, and expert comments are more helpful. However, for consumers who do not have interest in HFFs, the scientific information was irrelevant. We believe that to maximize the effect of health information in advertisements, consumers should be segmented, and customized tools for each segment needs to be developed.

This study was performed to investigate the nutrition knowledge, dietary attitudes, and dietary behaviors among high school students by gender. The subjects were 275 students (127 male, 148 female) in Incheon metropolitan area. Selfadministered questionnaires consisted of general characteristics and anthropometric data, nutrition knowledge, dietary attitudes, and dietary behaviors. The average score of nutrition knowledge was significantly higher in female subjects (9.4) compared to male subjects (8.2) (p<0.01). Male subjects had a higher score for dietary attitudes than female subjects (p<0.001). Frequency of meals was significantly higher in male subjects compared to female subjects (p<0.05). Duration of meal time in male subjects was significantly higher (‘5-10 minutes’) compared to female subjects (p<0.001). Unbalanced diet was significantly higher in female subjects (66.3%) compared to male subjects (48.9%) (p<0.01). Male subjects showed significantly higher consumption frequency of ‘dairy’ (p<0.001) and ‘beans’ (p<0.001) compared to female subjects. For snack consumption, male subjects showed higher consumption frequency of ‘nuts’ (p<0.001), ‘soda’ (p<0.05), ‘fast foods’ (p<0.001), and ‘ramyeon’ (p<0.01), but lower consumption frequency of ‘biscuits and bakery’ (p<0.01) compared to female subjects. Therefore, it is necessary to develop a systemic nutrition education program for high school students by gender.

The study aims to discuss the relation between square-shaped Chinese Characters and the attitudes of life. There are six structures of Chinese Characters, which influence six kinds of attitudes of life of Chinese people. First, the right-and-left structure ( , ex.好) and the vertical structure ( , ex. 惡) demand symmetry and balance, which shows the love of equitable attitude of Chinese people. Second, the axis positioning of Chinese Characters, shows that Chinese people persist in moderation. Third, surrounding structures encourage Chinese people to be introverted and humble. Fourth, the Pyramid-shaped structures (ex.品) show the respect for seriousness and solemnity. Fifth, the components combined in layer strengthen Chinese people’s values of order and group. Last, the straight strokes and vertical writing reflects Chinese people respect for decency and uprightness. The six structures and the six attitudes influence and accomplish one another. This research is also hoped to inspire different thoughts on the cultural aspect of Chinese Characters. Most of all, the knowledge can lead us to know learn more about the Kaishu’s value in both the ancient and modern times.

As consumers’ interest in social responsibility (SR) has greatly increased in the last two decades, a growing body of academic research has examined the influence of consumers’ environmental consciousness on their attitudes and purchase intentions toward environment-friendly apparel products. Use of environment-friendly shopping bags (EFSB; recycled and reusable bags) is an example of how apparel retailers engage in SR. However, little research has examined consumers’ perceptions and their responses to the use of EFSB. To fill this research gap, this study examined the impact of young consumers’ perceptions of EFSB and environmental consciousness on their attitudes and purchase intentions toward apparel retailers using EFSB. An online survey was conducted for data collection. A convenience sample of 212 college students was obtained from a large mid-Southern university in the U.S. A simple linear regression analysis was conducted to test all hypotheses. Results showed that young consumers’ perceptions of EFSB positively influenced their environmental consciousness and their attitudes toward apparel retailers that use EFSB, which led to purchase intentions toward the retailers. Findings confirmed that young consumers placed a great degree of importance on EFSB and, therefore, would purchase apparel from retailers that use recycled or reusable shopping bags. These findings imply that providing EFSB is important in enhancing positive attitudes and purchase intentions toward apparel retailers.

최근 한국의 소년사법에서 우려할 만한 현상 가운데 하나가 재범률의 증가이다. 6호 처분은 40년간 중간단계 처우로서 운영되어왔지만, 과연 6호 처분이 소년범의 재비행 예방에 기여하고 있는지에 대한 연구는 미흡하다. 6호 처분 시설들이 과거와는 다르게 새로운 프로그램을 도입하는 등 변화를 하고 있다는 시점에서 새로운 관심과 연구들이 필요하다. 이 연구는 기존의 시설 내 처우가 주는 낙인효과(labelling effect)와 범죄배양효과(crime breeding effect)을 극복하자는 6호 처분의 목적에 근거하여, 6호 처분의 프로그램이 과연 입소자의 재범태도에 영향을 미치고 있는지 살펴보았다. 이를 위해, 가족요인, 학교요인, 또래요인, 과거 판결횟수 등 입소 전 과거 생활과 재범태도에 영향을 미칠 가능성이 높은 입소 후 행동변화를 추가하여 프로그램이 재범태도에 영향을 미치는지를 살펴보았다. 또한 재범태도에 영향을 미치는 요인들과의 경로를 통해 프로그램 효과를 탐색하였다. 연구결과를 살펴보면, 주요 변인을 중심으로 회귀분석을 실시한 결과 가족애착과 또래애착, 프로그램만족도만이 유의미하게 나타났다. 친구들과의 애착관계가 잘 형성되어 있을수록, 가족과의 애착이 클수록, 프로그램만족도가 높을수록 재범태도에 긍정적인 영향을 미치고 있었다. 더불어 재범태도에 영향을 미치는 요인들 간의 경로는 어떠한 지 분석해본 결과, 프로그램 만족도만이 재범태도에 직접효과와 간접효과를 가지고 있었다. 위의 결과를 토대로 지역사회 내 수용처우 입소자들이 재범을 하지 않겠다는 의지 혹은 태도를 높이기 위해서는 입소자를 위한 프로그램강화와 실질적인 차원에서의 프로그램 효과성을 높일 수 있는 정책과 제도적 장치가 필요함을 알 수 있었다. 또한 한국의 현실에 근거한 지역사회 내 수용시설 프로그램 개발, 운영, 관리, 평가 등에 대한 연구들도 마련되어야 할 것이다.

본 연구는 현대 조직에서 조직구성원의 직무태도와 행동에 영향을 미치는 가장 중요한 요인 중 하나인 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향과 그 메커니즘을 확인하였다. 먼저, 상사신 뢰와 직무태도에 대한 선행연구를 바탕으로 상사신뢰가 직무만족 및 이직의도에 미치는 영향을 상대적으 로 직업적 안정성이 보장된 지방자치단체 공무원을 대상으로 검증함으로써 상사신뢰의 효과에 대한 외적 타당도를 확대하고자 하였다. 보다 중요하게도, 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향력 관계의 메커니즘에 대한 이해를 확대하기 위하여 일가치감의 매개효과와 조직정치지각의 조절효 과를 검증하였다. 지방자치단체 공무원 총 260명을 대상으로 2회에 걸쳐 수집된 설문자료를 분석한 결과, 상사신뢰는 직무만족과 정(+)의 관계를, 이직의도와는 부(-)의 관계를 보였다. 또한 일가치감은 상사신뢰와 정(+)의 관계가 있고, 직무만족과는 정(+)의 관계, 이직의도와는 부(-)의 관계가 있었으며, 상사신뢰와 직무태도와의 관계를 매개함이 확인되었다. 조직정치지각은 상사신뢰와 일가치감의 관계를 조절하였는 데, 조직정치지각의 수준이 높을 때보다 낮을 때 상사신뢰가 일가치감에 미치는 영향이 더 강하게 나타남 이 확인되었다. 뿐만 아니라, 상사신뢰가 일가치감을 매개로 조직구성원의 직무태도에 미치는 간접효과에 대해서도 조직정치지각의 조절효과가 확인되었다. 이러한 연구 결과를 토대로 본 연구의 시사점, 제한점 및 추후 연구과제에 대해 논의하였다.

able to articulate their unfavorable opinions about products, brands and companies by posting complaints on a diverse set of platforms including the firms’ own Facebook brand pages. Such actions enable dissatisfied consumers to disseminate their negative sentiments among a broad audience of negative electronic word-of-mouth (NeWOM) observers (Hong & Lee, 2005). For those observers, negative consumer comments are a valuable source (Lee & Song, 2010). They usually read the NeWOM messages to identify the responsible party and to know what has caused other persons’ problems. This information, in turn, is likely to influence the potential customer’s own attitudes towards the company (e.g., Vermeulen & Seegers, 2009; Willemsen et al., 2011). Such inferences can have critical consequences for a company’s economic well-being. This study investigates how companies can counteract potential threats by means of corporate webcare (i.e., applying appropriate response strategies to counteract latent NeWOM effects). Previous studies focusing on the offline service management context have examined different types of corporate response strategies (e.g., Benoit, 1995; Coombs, 1999). Marcus and Goodman (1991), for instance, classify response strategies into either accommodative (i.e., the company accepts the failure and takes on responsibility for it) or defensive strategies (i.e., the company denies the responsibility for the negative event, attacks the accuser, or shifts the blame to others). In addition, no-action strategies are very popular among companies on the social web (Einwiller & Steilen, 2015; i.e., the company remains silent, makes only meaningless comments or takes no overt action). Furthermore, eWOM literature provides some evidence that consumers are more likely to listen to those who are not affiliated with the company (e.g., Colliander & Dahlén, 2011). On social media platforms, these brand advocates then defend a company from attacks by other consumers. The study at hand investigates the observer-related effects of multiple corporate- and consumer-response styles. More specifically, a one-factor between-subjects design (n = 728) manipulated different responses to a negative comment on a service failure publicized on a corporate Facebook fan page. Findings provide evidence that particularly accommodative online complaint handling can mitigate NeWOM effects and trigger favorable brand attitudes of NeWOM observers. Among alternative webcare strategies, empathetic communication including the acceptance of the failure and a simple public apology is an effective way to respond to negative Facebook comments. However, particularly responses including also an explanation as well as some kind of compensation can turn potential customers in actual customers of the brand. Findings further suggest that companies should perform their own webcare as defensive responses from brand advocates do not always leave a good impression. From a practical perspective, companies should consider webcare as a means not only to help current customers with their problems, but also to provide an outward-directed cue for the company’s customer-orientation.