교육 분야에서 생성형 인공지능 기술의 보급과 함께 중국 고등학생의 이용의도의 영향 요인에 관한 분석은 이론적 및 실무적 의의가 있다. 본 연구의 목적은 중국 고등학교 교육 환경에 적합한 모형을 구축하고 이용 의도의 영향 요인을 분석함으로써 교육 분야의 인공지능 응용을 위한 근 거 자료를 제공하는 데 있다. 정보시스템 성공 모형, UTAUT 모형과 사 회적 인지 이론을 기반으로 사회적 영향, 자기효능감, 신뢰, 의인화, 경 제적 저항과 관습적 저항 등을 활용하여 만족도와 이용의도를 포함한 모 형을 구축했다. 설문조사와 구조방정식 모델을 통해 실증분석을 진행했 다. 연구 결과에 따르면, 첫째 시스템 품질, 정보 품질과 서비스 품질은 만족도에 긍정적인 영향을 미쳤다. 둘째, 사회적 영향과 신뢰는 교사, 학 부모, 또래집단과 학교 규범을 통해 만족도를 높일 수 있다. 셋째, 자기 효능감, 의인화와 만족도는 이용의도에 긍정적인 영향을 미쳤으며 의인 화가 가장 큰 영향을 미쳤다. 넷째, 경제적 저항과 관습적 저항은 만족도 와 이용의도에 각각 부정적인 영향을 미쳤다. 본 연구는 고등학생 집단 을 대상으로 정보시스템 성공 모형의 적합성을 검증하고 감정적 및 문화 적 요소를 도입하여 교육 기술 수용 관련 연구 모형을 구축했다. 실무적 시사점으로 첫째, 시스템 성능과 감정적 인터랙티브 디자인을 최적화한 다. 둘째, 교사와 학부모의 영향을 강화하고 긍정적인 이용 분위기를 조 성한다. 셋째, 이용 장벽을 낮추고 교육 자원의 보급성을 높인다.

The objectives of the study were to examine food waste generation and reduction efforts at home, and to identify factors affecting the intention to reduce food waste. A total of 3,321 food buyer responses were used from the 2022 Consumer Behavior Survey for Food of the Korea Rural Economic Institute. Statistical methods for a complex sample were applied by using a SPSS program (ver. 26.0). The average daily food waste generation per household significantly differed by the main food purchaser’s age and household size. Plate waste and food waste from preparation were the main types of food waste. A multiple regression analysis revealed that intention to reduce food waste was influenced by the main types of food waste, the average daily amount of food waste, the perceived amount of food waste, and the perceived importance of food waste reduction after adjusting for the age of the main food purchaser and household size. Since the amount of food waste was affected by a series of food behaviors as well as consumer’s intention to reduce waste, empirical research on the types and amounts of food waste generated in Korean households and qualitative research on behaviors and attitude affecting food waste are needed.

This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.