Past Issues

This study has extracted observation data by spatial factor for the analysis of subjects`` selective attention with the objects of public space at the entrance of subway stations. The methods extracting observation data can be summarized as the following. First, the frequency analysis by lattice was prevalent for those methods, but there is a limitation to the analysis of the observation data. On the contrary, the method extracting observation data by factor applied in this study can make it clear if any sight is concentrated on any particular factors in a space. Second, the results from the extracted data corresponding to the observation area can be objectified while the method setting up the observation area by applying the radius of fovea. Third, time-sequential trace of observation results of relevant factors was possible through hourly analysis of spatial factors. The consideration of the results of "corresponding spatial scope" which is the object of this study will reveal that the more the observation time, the less the degree of attention it receives. Fourth, the frequency of observation superiority was applied for the analysis of the sections with selective attention by time scope; this revealed that men and women had intensive observation in time scope I (52.4 %) and in time scope IV (24.0 %), respectively.

keyword : 공공공간, 시선추적, 주시특성, 추출방법, 시각적 주의, Public Space, Eye-Tracking, Observation Features, Visual Attention

Past experimental research reported that people become stricter in moral judgements when cleanlinessrelated concepts are activated. However, it is not clear whether pre-experimental individual differences in cleanliness desire is also related to moral judgment. This research examined whether cleanliness desire in various daily activities is related to diverse types of moral judgments (Study 1), and whether experimentally manipulated physical cleanness affects the relationship between cleanliness desire and moral judgments (Study 2). The results showed reliable relationship between everyday cleanliness desire and moral judgements in that people who were high (or low) in the desire was stricter (or more tolerant) in moral judgments. The relationship was also observed when physical cleanness was manipulated, but there was no difference in moral judgments depending on actual physical cleanness.

keyword : 청결 욕구, 도덕 판단, 부도덕, 더러움, Cleanliness, Moral Judgement, Immorality, Dirtiness

TThis study explored the requirement of fabric sensor that can measure the motion of the joint effectively by measuring and analyzing the variation in electric resistance of a sensor in accordance with bending and stretching motion of the arm by the implementation of a motion sensor utilizing conductive fabric. For this purpose, on both sides of two kinds of knitted fabric, namely ``L`` fabric and ``W`` fabric Single Wall Carbon Nano-Tube(SWCNT) was coated, fabric sensor was developed by finishing them in a variety of ways, and the sensor was attached to the arm band. The fabric sensor consisted of total 48 cases, namely background fabric for coating, the method of sensor attachment, the number of layer of sensors, the length of sensor, and the width of sensor. The performance of fabric motion sensors in terms of a dummy arm, that is, a Con-Trex MJ with 48 arm bands around it was evaluated. For each arm band, a total of 48, fastened around the dummy arm, it was adjusted to repeat the bending and stretching at the frequency : 0.5Hz, ROM : 20°~120°, the voltage was recorded for each case after conducting three sets of repeat measurement for a total of 48 cases. As a result of the experiment, and as a consequences of the evaluation and analysis of the voltage based on the uniformity of the base line of the peak-to-peak voltage(Vp-p), the uniformity of Vp-p within the same set, and the uniformity of the Vp-p among three sets, the fabric sensors that have been configured in SWCNT coated ``L`` fabric / welding / two layers / 50×5㎜, 50×10㎜, 100×10㎜, and SWCNT coated ``W`` fabric / welding / two layers / 50×10㎜ exhibited the most uniform and stable signal value within 5% of the total variation rate. Through all these results of the experiment, it was confirmed that SWCNT coated fabric was suitable for a sensor that can measure the human limb operation when it was implemented as a fabric sensor in a variety of forms, and the optimal sensor types were identified.

keyword : 동작 모니터링, 싱글 월 탄소나노튜브, 직물 센서, 스마트 의류, Movement Monitoring, SWCNT, Single Wall Carbon Nano-Tube, Fabric Sensor, Smart Clothing

Prior research suggested that people generally show stronger intentions to help in-group members because people experience higher levels of empathy for those who are similar to themselves. The present research demonstrated that one``s levels of cosmopolitanism would moderate the mediating role of empathy on the relationship between cultural similarities and helping intentions. In particular, it was examined how the mediator (empathy) affected the relation between cultural similarity and helping intention for participants with low to high levels of cosmopolitanism. Results indicated that participants with lower levels of cosmopolitanism showed stronger empathy as targets are more culturally similar to participants`` own culture. Participants with higher levels of cosmopolitanism, however, reported the same levels of empathy regardless of targets`` cultural similarity. The implications and limitations of the results were discussed.

keyword : 내집단 편향, 문화 유사성, 공감, 도움의향, 세계시민주의, Intergroup Bias, Cultural Similarity, Empathy, Helping Intention, Cosmopolitanism

Due to recent interest in user experience and its significance, much research surrounding this theme is now being conducted. If user experience is defined as the emotions and satisfaction the user feels while using the product, how much of such experience will contribute to the overall satisfaction of using the product? In this research, user experience during usage of a product and the satisfaction acquired by it were investigated. The same experiment was conducted in South Korea and the United States of America in order to get more generalized experimental results. Amongst the six representative user emotions expressed while using a product, ‘Satisfaction in Usability’, ‘Discomfort or Displeasure’, and ‘Excellence’ correlated the most. The above three factors were found to be of the most influence concerning satisfaction of the product. The significance of this finding is that aside from focusing on the attractiveness of the product``s exteriors and design, one should be concerned on the ease of usage and effectiveness as well as usability of the product, all of which contribute to how efficiently a consumer will utilize the product.

keyword : User Experience, Emotion, Satisfaction, Cell Phone, Usability, Product

When product or service provides unexpectedness the user would be satisfied, and lately some mobile applications and web services provide those unexpectedness. However, unexpectedness itself can make negative effects such as decrease of the ease of use, still studies about mobile application are focused on satisfaction from the usability. Therefore, we would study experimentally user experience changes caused by unexpectedness using serendipity in mobile application UX, and observe how those changes to affect to user satisfaction. In other words, we observed the relationship between factors such as the unexpectedness caused by interactions of mobile application, the serendipity provided game, perceived newness, perceived ease of use, perceived usability, and satisfaction. As a result, the serendipity has positive effect to the perceived newness and negative effect to the perceived ease of use, and perceived newness and perceived ease of use affect to perceived usability positively, and all three factors are have positive effects to the use satisfaction.

keyword : 사용자 경험, 모바일 애플리케이션, 세렌디피티, 사용자 만족, 인터랙션, User Experience, Mobile Application, Serendipity, User Satisfaction, Interaction

As a part of integrated study for technical communication between consumer and manufacturer of functional clothing, functional clothing consumers were categorized based on their perception of the functional outdoor jacket and the differences in the source of information and use of hang-tag were examined according to the groups. Questionnaire survey was conducted on 472 males and females in their 20s to 60s, who have experience of purchasing functional outdoor jackets. Perception of functional outdoor jackets was classified into four factors (``functionality``, ``price``, ``experience/knowledge`` and ``brand/design``) and the respondents were categorized into three groups according to the factors: ``unconversant/ brand & design pursuing group``, ``conversant/ function pursuing group`` and ``high-priced products preferring group``. ``Unconversant/ brand & design pursuing group`` was composed of high rate of office workers and students in their 20s and 30s who use internet most frequently as source of information while ``conversant/ function pursuing group`` was composed of high rate of professionals in their 40s and 50s who make the most frequent use of information on hang-tag. ``High-priced products preferring group``, which has high rate of the elderly in their 60s and housewives, obtain their information mainly from salespersons. ``Unconversant/ brand & design pursuing group`` was satisfied with functional information more than other two groups and ``conversant/ function pursuing group`` concerned for the hang-tag and required more explanation of terminology used in hang-tag. The results effectively explained the features of consumer groups and their different responses toward the information of functional outdoor jacket.

keyword : 기능성의류 인식, 아웃도어 재킷, 행택, 성능정보, 정보원, Perception of Functional Clothing, Outdoor Jacket, Hang-Tag, Functional Information, Source of Information

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

keyword : 스파 브랜드, 브랜드 확장, 유사성 지각, 소비자 지각 과정, 아이트래킹, SPA Brand, Brand Extension, Similarity Perception, Consumer Perceptual Processing, Eye-Tracking

A majority of past studies have tried to investigate cigarette consumption in terms of smoker``s cognitive aspects. However, smokers may experience feelings of guilt as a negative emotion while satisfying hedonic and social motive via cigarette consumption. Particularly, feelings of guilt associated with smoking may be induced when smokers`` cigarette consumption contradicts their ideal self-concept or social self-concept. The research thus studied smoker``s psychological mechanism, focusing on feelings of guilt associated with cigarette consumption. The results indicated that as smokers perceived physical harm associated with their cigarette consumption more than hedonic benefits from the cigarette consumption, they were more likely to experience feelings of guilt related to themselves and others. As smokers perceived social images of smoker as more negative, they were more likely to experience feelings of guilt related to others. Lastly, smokers`` experiencing feelings of guilt related to themselves and others had a positive effect on smoking cessation intent. The research findings suggest that the anti-smoking campaign inducing guilt related to smokers`` themselves (e.g., raising the price of cigarettes) and others (e.g., anti-smoking ads displaying physical damage of secondhand smoke on family members) can increase smokers`` cessation intent.

keyword : 흡연, 쾌락적 소비, 사회적 소비, 죄책감, 자기 개념, 금연, Smoking, Hedonic Consumption, Social Consumption, Feelings of Guilt, Self-Concept, Smoking Cessation

People tend to perceive their loved others (e.g., children, spouse, romantic partner) as their extended selves and then control over the loved others`` fashion style corresponding to their self-concept. The study conceptually suggested that people``s perceptions on legitimacy to interfere the others and their own fashionability would separately or interactively influence their control over the loved others`` fashion style. To investigate the suggestions, an experiment with female participants in their 20``s was conducted by using a scenario. The results indicated that participants`` perception of legitimacy to interfere their boyfriends or their own fashionability did not have a separate effect on control over their boyfriends`` fashion style. However, the legitimacy and the fashionability did have an interactive effect on the control. In particular, for high legitimacy groups, there was no difference in the control between low and high fashionability groups. For low legitimacy groups, the control was stronger in high fashionability group than in low fashionability group.

keyword : 패션, 대인 관계에서의 통제, 간섭권한, 패션감각, 연인관계, 확장된 자기, Fashion, Interpersonal Control, Legitimacy, Fashionability, Romantic Relationship, Extended Self