팀 내에서 느끼는 긍정감정과 자기효능감이 관계적 응집성과 다양성 태도, 역할 외 행동에 미치는 차별적 영향력

홍계훈(Gye-Hoon Hong),김문주(Moon-Joo Kim) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.5

생활체육참가자의 긍정적태도, 여가태도, 여가만족도의 관계

강경환(Kyung Hwan Kang) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.46

The purpose of this study wat to investigate relationships of positive attitude, leisure attitude, and leisure satisfaction among sports participants . A total of 210 sports participants from 3 areas in C province and D metropolitan city participated in the current study and questionnaires were distributed. 194 questionnaires were used for statistical analysis. Questionnaires consisted of positive attitude including 5 subscales(multiple perspectives, self-acceptance, self-control, social adaptation, and acceptance of society) and leisure attitude including 3 subscales(cognitive attitude, emotional attitude, and behavioral attitude). Leisure satisfaction consisted of 6 subscales(psychology, education, social, relaxation, physiology, and surrounding). Statistical methods used in this study were descriptive analysis and multiple regression analysis. The results showed the following. First, positive attitude influenced on leisure attitude. Second, leisure attitude influenced on leisure satisfaction. Last, positive attitude influenced on leisure satisfaction. In conclusion, we have identified that positive attitude is an important factor that influenced leisure attitude and leisure satisfaction, therefore efforts toward improving positive attitude should be required ultimately for the improvement of leisure satisfaction and life satisfaction.

긍정적 환상이 충동구매를 자극하는가? : 소비자의 긍정적 인지편향과 위험태도 및 충동구매 간의 관계

하환호,변충규 한국전략마케팅학회 2018 마케팅논집 Vol.26 No.1

The cognitive illusion is a positive cognitive bias. Typical positive cognitive bias presented by Cummins and Nistico(2002) has three biases: self-enhancement bias, unrealistic optimism bias, and illusion of control bias. In this study, we investigated the causal relationship between positive cognitive bias, risk attitude, and impulsive buying tendency, which are attracting attention as individual characteristics, and examined how positive cognitive bias affects impulsive buying. The results of this study are summarized as follows. First, the hypothesis that self-enhancement biases will have a negative effect on risk attitude has been rejected. Second, hypothesis that illusion of control bias affects negatively influence on risk attitude was rejected as sign inconsistency. In other words, contrary to the expectation of this study, the bias of illusion of control has a positive effect on risk attitude. The hypothesis that unrealistic optimism bias has a negative effect on risk attitude has been adopted. Finally, the hypothesis that risk attitude affects impulsive buying positively was also adopted. In a further analysis of the mediating effect of the risk attitude on the relationship between positive cognitive bias and impulsive buying, mediating effects of the risk attitude are fined in the relationship between control of illusion, unrealistic optimism bias and impulsive buying, Finally, this study concluded with a discussion of the implications of the research findings and directions for future research. 긍정적 환상의 역할이 알려지기 전까지는 판단과 선택상황에서 사람들이 보이는 인지적 편향을 부정적으로만 보았다. 이에 몇몇 연구자들은 인지적 편향의 긍정적 역할에 주목하고, 이들을 일컬어 긍정적 인지편향이라 불렀다. 대표적인 긍정적 인지편향에는 자기고양편향과 비현실적 낙관주의편향 그리고 통제착각편향 등 세 가지 편향이 있다. 이에 본 연구에서는 개인의 특성변수로서 주목을 받고 있는 긍정적 인지편향과 위험태도, 충동구매성향 간의 인과적 관계를 밝혀, 긍정적 인지편향이 충동구매에 어떻게 영향을 미치는지를 구체적으로 살펴보았다. 본 연구의 결과를 요약하면 다음과 같다. 먼저 자기고양 편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 기각되었다. 둘째, 통제착각 편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 부호의 불일치로 기각되었다. 즉 본 연구의 예상과 달리 통제착각편향은 충동구매에 정(+)의 영향을 미치는 것으로 나타났다. 비현실적 낙관주의편향이 위험태도에 부(-)의 영향을 미칠 것이라는 가설은 채택되었다. 마지막으로 위험태도가 충동구매에 정(+)의 영향을 미칠 것이라는 가설도 채택되었다. 긍정적 인지편향과 충동구매와의 관계에서 위험태도의 매개효과가 있지를 검증한 추가분석에서, 통제착각편향과 비현실적 낙관주의편향 및 충동구매의 관계에서 위험태도의 매개효과가 나타났다. 마지막으로 본 연구의 결과를 바탕으로 학문적․실무적 시사점과 한계점을 제시하였다.

중학생이 인지한 부모양육태도가 진로적응성에 미치는 영향: 그릿의 매개효과를 중심으로

이수정,이기성 대한산업경영학회 2024 산업융합연구 Vol.22 No.1

본 연구의 목적은 중학생이 인지한 부모양육태도(긍정적 양육태도, 부정적 양육태도)가 진로적응성에 미치는 영향을분석하며, 이들 영향 관계에서 그릿의 매개효과를 검증하는 것이다. 이를 위해 한국・아동청소년패널조사 2021 자료의 중학교 1학년 2,235명을 연구대상자로 선정하였다. 자료 분석방법은 SPSS 26.0 프로그램을 활용하여 빈도분석, 기술 통계분석, 상관분석, 회귀분석을 실시하였다. 주요 연구결과로는 첫째, 부모양육태도가 진로적응성에 미치는 영향에서 긍정적 양육태도는 정적(+), 부정적 양육태도는 부적(-)으로 유의하였다. 둘째, 부모 양육태도가 그릿에 미치는 영향에서 긍정적 양육태도는정적(+), 부정적 양육태도는 부적(-)으로 유의하였다. 셋째, 그릿은 진로적응성에 정적(+)으로 유의하였다. 넷째, 부모양육태도가 진로적응성에 미치는 영향 관계에서 그릿의 매개효과는 긍정적 양육태도와는 완전매개효과, 부정적 양육태도와는 부분매개효과로 밝혀졌다. 이를 통해 중학생의 진로적응성을 향상시키기 위한 실천적 제언을 제공하였다. The purpose of this study is to analyze the impact of middle school students' perceived parenting attitudes (positive parenting attitude, negative parenting attitude) on career adaptability and to verify the mediating effect of grit in these influence relationships. For this purpose, 2,235 first-year middle school students from the Korea Children and Youth Panel Survey 2021 were selected as research subjects. Data analysis methods included frequency analysis, descriptive statistical analysis, correlation analysis, and regression analysis using the SPSS 26.0 program. The main research results are as follows: First, in the impact of parenting attitude on career adaptability, positive parenting attitude was significant as positive (+), and negative parenting attitude was negative (-). Second, in the effect of parenting attitude on grit, positive parenting attitude was significant as positive (+), and negative parenting attitude was negative (-). Third, grit was positively (+) significant to career adaptability. Fourth, in the relationship between parenting attitude and career adaptability, the mediating effect of grit was found to be a complete mediating effect with positive parenting attitude and a partial mediating effect with negative parenting attitude. Through this, practical suggestions were provided to improve middle school students' career adaptability.

기업 부정정보의 정정주체에 따른 소비자 태도회복 효과 연구: 부정정보의 신뢰수준과 기업지위의 조절효과를 중심으로

김동태 ( Dong Tae Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구에서는 기업 부정정보로 손상된 소비자 태도가 정정활동을 통해 원래 수준의 태도로 회복되는 과정에서 정정주체, 부정정보의 특성, 기업의 특성이 미치는 영향을 규명하고자 하였다. 이를 위해 먼저 모든 부정정보가 동 일한 강도로 소비자 태도에 영향을 미치지는 않을 것으로 예상하여 부정정보 정정주체와 정정효과(소비자 태도회복 효과)간의 관계에서 부정정보의 신뢰수준이 수행하는 조절적 역할을 규명하였다. 또한 부정정보로 인한 기업 위기 상황은 업종과 규모를 막론하고 어떤 기업에서든 발생할 수 있다는 점에서 기업의 특징에 따른 부정정보 영향과 태 도회복 효과의 차이를 살펴보고자 하였다. 이를 위해 기업특징으로 시장 내 기업의 지위를 활용하여 부정정보 정정 주체와 정정효과간의 관계에서 수행하는 조절적 역할을 규명하였다. 더불어 부정정보로 손상된 기업에 대한 소비자 태도가 정정활동을 통해 원래 수준의 태도로 회복될 수 있는지, 또 원래 수준 태도로의 회복에 있어 정정주체에 따 른 효과 차이가 있는지도 함께 살펴보았다. 가설 검증을 위한 실험은 2(정정 주체 : 중립자-해당 기업) × 2(부정정보 신뢰수준: 고-저) × 2(기업 지위: 고-저) 집단 간 설계로 구성하였다. 가설검증 결과 정정주체에 따른 태도회복 효과의 차이는 부정정보의 신뢰수준 이 낮은 경우보다 높은 경우에 더 크게 나타났으며(가설 1 지지), 부정정보 노출기업의 시장 내 지위가 높은 경우 보다 낮은 경우에 더 크게 나타남을 확인할 수 있었다(가설 2 지지). 추가분석에서는 잘못된 부정정보 때문에 나빠 진 소비자 태도는 정정활동을 통해 긍정적으로 개선되는 효과는 있었지만 부정정보 노출 전 수준의 소비자 태도로 완전히 회복되지는 않음을 확인하였다. 또한 부정정보 노출 전 소비자 태도로의 회복효과는 부정정보 해당 기업의 정정활동보다 중립적 주체의 정정활동이 있을 때 더 크게 나타남을 재확인하였다. The purpose of this study was to investigate whether a favorable consumer attitude toward a firm, having been deflated by exposure to negative publicity, can be restored through some corrective activity. Moreover, by focusing on negative information that publicizes falsehoods about a firm, this study examined the impact of an unexpected crisis in company reputation. In particular, this study considered the extent to which the agent responsible for conducting a corrective activity exerts influence on the degree of recovery by comparing the firm`s remedial response (e.g., assumption of responsibility, apology, denial, silence) and the third party`s corrective activity. The degree of deviation and the extent of recovery depend on the qualities of the negative information because not all negative information has the same impact on consumer attitude. Consequently, this study focused on the moderating role of consumer belief about the negative information on the process of attitude recovery. Finally, because negative information could jeopardize the reputation of any firm, regardless of size or industry category, the present study addressed the moderating role of a firm`s characteristics on the consumer attitude recovery process. Taken together, the following hypotheses reflect the purposes of this study: H1: As the degree of consumer belief increases, the recovery effect will vary based on the party who conducts the corrective activity. H2: As the firm`s market position increases, the recovery effect will be different depending on the party who conducts the corrective activity. A 2 (correction unit: neutral party-affected firm) x 2 (belief level: high-low) x 2 (firm`s market position: high-low) factorial between-subjects design was used to test the hypotheses. The firms were selected by pretest. The participants were selected using convenient sampling and included 165 undergraduate students, enrolled in large university in Korea, who had experienced the company and the product. Two-way ANOVA on the dependent variable (the discrepancy in consumer attitude) and the independent variables of belief level and corrective agent was used to test hypothesis 1. Interaction effects were found on both independent variables (F (1, 163) =15.904, p<.01), demonstrating that belief level moderates the impact of corrective agent. Based on these interaction effects, pair-wise comparisons were examined to discover how the results varied by belief level. The results indicate that under the high belief condition, the discrepancy in consumer attitude was higher (t (81) = 4.81, p<.01) when the corrective agent was the firm (△M=1.46) than when it was a neutral party (△M=0.38). Therefore, hypothesis 1-1 was fully supported. Under the low belief condition (H1-2), follow-up pair-wise comparisons revealed that consumer attitude was not significantly different (t(79)=-0.326, p>.1) when the corrective agent was the firm (△M=0.25) from when it was a neutral party (△M=0.30) (see Figure 1). Thus, H1-2 was also supported. To test hypothesis 2, two-way ANOVA on the dependent variable (the discrepancy in consumer attitude) and the independent variable of the firm`s market position and corrective agent was used. The results showed that there were significant interaction effects (F(1, 163)=4.282, p<.05) between the firm`s market position and the corrective agent, indicating that the former moderates the impact of the latter. Based on these interaction effects, pair-wise comparisons were examined to discover how the results varied by the firm`s market position. The results demonstrated that under the high market position condition, the discrepancy in consumer attitude was higher (t (81) = 4.81, p<.01) when the corrective agent was the firm (△M=0.87) than when it was a neutral party (△M=0.01). Thus, hypothesis 2-1 was supported. Under the low market position condition (H2-2), follow-up pair-wise comparisons revealed that consumer attitude was not significantly different (t (89)=1.13, p>.1), when the corrective agent was the firm (△M=0.83) from when it was a neutral party (△M=0.61). Therefore, hypothesis 2-2 was also supported (see Figure 2). pair-wise comparisons were examined. The results showed that consumer attitude toward the affected firm before exposure to negative information (M=5.18) differed from consumer attitude after the corrective activity (M=4.60) (t (163) =7.22, p<.01). Follow- up pair-wise comparisons revealed that although the affected firm conducted the correction activity, consumer attitude clearly did not return to its original level. Independent t-tests for discrepancy in consumer attitude before exposure to negative information and after the correction activity were examined. As expected, the results showed that the gap in consumer attitude was greater when the corrective activity was conducted by the firm (△M=0.85) than when it was conducted by a neutral party (△M=0.34). Therefore, the recovery effect should be greater when the corrective activity is conducted by a neutral party. This study contributes to the field because it investigated the recovery effect by analyzing the discrepancy in consumer attitude before exposure to negative information and after the correction activity instead of analyzing the discrepancy before and after the correction activity alone. Previous studies have not examined the under-correction effect of correction activity because they did not focus on the recovery effect. Moreover, this study not only demonstrates how the corrective agent differentiates correction effects, a factor rarely addressed by previous studies, but also provides implications for future research and practice. The findings of this study confirm that belief level of the consumer and market position of the affected firm do play roles in determining the correction effect. Especially noteworthy is that this study found that belief level of the consumer moderates the consumer attitude recovery process. However, this finding partially conflicts with previous research, which has demonstrated the of the negative effects that arise from negative information (i.e., impression perseverance model or conversational norm theory). This study also provides implications for professionals by confirming the under-correction effect; accordingly, firms need to invest communication resources into activities that prevent exposure to negative information. Furthermore, firms need to utilize neutral parties as corrective agents when a crisis arises, depending on their market position and the level of consumer belief.

기혼여성의 심리적 안녕감과 양육태도에 대한 긍정심리 미술치료 사례연구

김예빈,정재원,임지향 (사)한국예술치료학회 2019 한국예술치료학회지 Vol.19 No.2

The purpose of this case study is to observe the effect of positive psychology art therapy on married women’s psychological wellbeing and their parenting attitude. The subject was a 38 year-old married women who immigrated to Canada, and the program was 45 minutes in each and it was implemented once a week in total of 13 times from January 4th to April 23rd, 2019. Psychological wellbeing and parenting attitude scales were used as research tool and Kinetic House Tree Person(KHTP) and Kinetic Family Drawing(KFD) were used as projective test. Both research tool and projective tests’ pre and post result were comparatively analyzed. Furthermore, it was qualitatively analyzed for each session and stage according to the subject matters by using the observation sheets. The research result was the following. First, among six aspects of psychological well-being scale, the score in self-acceptance, positive relation with others and autonomy aspects had raised. Therefore, positive psychology art therapy positively affects the psychological well-being of married women. Second, in parenting attitude, the score of positive questions, inaffectionate/denial, autonomous/control, democratic/authoritative, consistent/inconsistent attitude, have raised. Furthermore, the complaints on families have turned into understanding and interest in families. Therefore, positive psychology art therapy has positive influence on married woman's parenting attitude. Third, after examining the effect of positive psychology art therapy on married women’s psychological well-being and their parenting attitude in each session and stage, it was observed to reduce negative thinking, and increase of understanding and affection towards children in a more stable manner by enlighten subject’s strength in subject’s daily life. In conclusion, based on this result, it can be grounds for believing that positive psychology art therapy affect positively on married women’s psychological wellbeing and their parenting attitude. In addition, it is significant as it can be used in consultation and as empiric case study data. 본 연구는 긍정심리 미술치료가 기혼여성의 심리적 안녕감과 양육태도에 어떠한 변화를 주는지 살펴보는 데 목적이 있다. 연구대상은 캐나다 이민자 38세, 기혼여성으로, 미술치료 프로그램은 2019년 1월 4일부터 2019년 4월 23일까지 주 1회 45분씩 총 13회기를 진행하였다. 연구도구는 심리적 안녕감과 양육태도 척도를 사전·사후 비교 분석하였으며, 투사검사는 동적집나무사람(KHTP), 동적가족화(KFD)를 사전·사후 질적 분 석하였다. 또한, 회기별 관찰지를 이용하여 주제에 따라 회기와 단계별로 질적 분석하였다. 연구결과는 다음 과 같다. 첫째, 심리적 안녕감에서는 자아수용 영역, 긍정적 대인관계와 자율성 영역의 점수가 상승되었고, 가족 간의 상호작용이 없는 모습에서 함께 즐거워하는 모습을 표현하여 긍정심리 미술치료가 기혼여성의 심리적 안녕감에 긍정적인 변화를 주는 것으로 나타났다. 둘째, 양육태도에서는 애정적/거부, 자율적/통제적, 민주적/권위적, 일관적/비일관적 태도 유형의 긍정점수가 상승되었고, 가족들에 대한 불만이 이해와 관심으 로 전환되는 모습을 통해 긍정심리 미술치료가 기혼여성의 양육태도에 긍정적 변화를 주는 것으로 나타났 다. 셋째, 긍정심리 미술치료가 기혼여성의 심리적 안녕감과 양육태도에 어떠한 변화를 주는지 회기 및 단계 별로 살펴본 결과, 자신의 강점을 찾아 스스로 인정하고 지지함을 통해 실제 생활에서 부정적인 사고가 줄어들고 자녀에 대한 이해와 애정표현이 증가 되어 긍정적 변화가 나타났음을 볼 수 있었다. 이상의 연구결 과를 통해 긍정심리 미술치료가 기혼여성의 심리적 안녕감과 양육태도 개선에 효과가 있다는 것을 제시하였 으며, 상담현장에서의 활용 가능성 및 경험적 사례연구 자료를 제공했다는 데 의의가 있다.

실내수영장에 대한 지각된 혜택과 지각된 위험이 감정반응, 강습태도 및 구전의도에 미치는 영향

송석록,정정희 국민체육진흥공단 한국스포츠정책과학원 2019 체육과학연구 Vol.30 No.4

[Purpose] The purpose of this research is to empirically analyze the relationship between a indoor swimming pool on perceived risk & perceived benefit, emotion responses, class attitude, and word-of-mouth intention through structural equation model analysis. [Methods] This study set 224 members at the six private indoor swimming pools located in Gyeonggido as the research subjects. As for sampling method, convenience sampling method was used, and self-administered questionnaire was used for the survey. In an effort to verify the proposed structural model, this study used SPSSWIN Ver. 23.0 and AMOS 18.0. [Results] First, perceived risk had a positive effect on positive emotion. Second, perceived risk had a positive effect on negative emotion. Third, perceived benefit had a positive effect on positive emotion. Fourth, perceived benefit did not have a positive effect on negative emotion. Fifth, positive emotion had a positive effect on class attitude. Sixth, negative emotion did not have a positive effect on class attitude. Seventh, positive emotion had a positive effect on word-of-mouth intention. Eighth, negative emotion did not have a positive effect on word-of-mouth intention. Ninth, class attitude had a positive effect on word-of-mouth intention. [목적] 이 연구의 목적은 실내수영장에 대한 지각된 위험과 지각된 혜택이 감정반응, 강습태도 및 구전의도와의 관계를 구조방정식모형을 통해 실증적으로 검증하는 것이다. [방법] 이를 위해 경기도에 소재한 상업실내수영장 6개소 남녀 회원 224명을 대상으로 설문조사를 실시하였다. 표집방법은 할당표본추출법과 설문지 작성은 자기기입식으로 하였다. 제안한 구조모형을 검증하기 위해 IBM SPSSWIN Ver. 23.0과 AMOS 18.0을 사용하였다. [결과] 첫째, 지각된 위험은 긍정적 감정에 부(-)의 영향을 미쳤다. 둘째, 지각된 위험은 부정적 감정에 정(+)의 영향을 미쳤다. 셋째, 지각된 혜택은 긍정적 감정에 정(+)의 영향을 미쳤다. 넷째, 지각된 혜택은 부정적 감정에 부(-)의 영향을 미치지 않았다. 다섯째, 긍정적 감정은 강습태도에 정(+)의 영향을 미쳤다. 여섯째, 부정적 감정은 강습태도에 부(-)의 영향을 미치지 않았다. 일곱째, 긍정적 감정은 구전의도에 정(+)의 영향을 미쳤다. 여덟 번째, 부정적 감정은 구전의도에 부(-)의 영향을 미치지 않았다. 아홉 번째, 강습태도는 구전의도에 정(+)의 영향을 미쳤다.

유아의 기질과 어머니의 양육태도가 유아의 낙관성에 미치는 효과: 어머니의 긍정적 정서표현을 매개로

손상희 ( Sang Hee Son ),유연옥 ( Youn Oak Yu ) 미래유아교육학회 2014 미래유아교육학회지 Vol.21 No.2

본 연구의 목적은 유아의 기질, 어머니의 양육태도가 어머니의 긍정적 정서표현을 매개로 유아의 낙관성에 미치는 영향을 알아보고자 하는 것이다. 만 5세 유아와 그들의 어머니 144명을 대상으로 하였으며, 유아에게는 낙관성 검사를 어머니에게는 어머니 정서표현, 유아 기질, 어머니 양육태도에 대한 설문을 실시하였다. 수집된 자료는 경로분석과 Sobel 검증법을 활용하여 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 유아의 기질인 적응성, 기분상태, 반응강도와 어머니의 온정/애정적인 양육태도는 어머니의 긍정적인 정서표현에, 유아의 기질 중 반응강도와 어머니의 긍정적 정서표현은 유아의 낙관성중 심리적 특질에, 어머니의 온정/애정적인 양육태도와 긍정적인 정서표현은 유아의 낙관성중 생물적 특질에 직접적인 효과가 나타났다. 둘째, 어머니의 긍정적 정서표현을 매개로 하여 유아의 기질 중 적응성, 기분상태, 반응강도와 어머니의 온정/애정적인 양육태도가 유아의 낙관성인 심리적인 특질과 생물적인 특질에 영향을 주는 것으로 나타났다. 본 연구결과와 논의를 통해 유아의 낙관성을 고려할 때 어머니의 긍정적 정서표현이 유아의 기질과 어머니의 양육태도를 매개하는 주요한 요인임을 시사한다. The purpose of this study was to investigate the mediating effects of mother`s positive emotional expression when looking at the effects of young children`s temperament and maternal parenting attitude effect on young children`s optimism. The subjects consisted of 144 five-year-old children and their mothers. For data collection, children`s optimism test and their mothers completed questionnaires on the emotional expression, their child temperament, and maternal parenting attitude. Data were analyzed using path analysis and the Sobel test. The results of this study were as follows: First, adaptability, quality of mood and threshold of responsiveness of children`s temperament, and warmth/affection of maternal parenting attitude directly affected the mother``s positive emotional expression. The threshold of responsiveness of young children``s temperament and mother`s positive emotional expression directly affected the psychological trait of young children`s optimism. Moreover, the result indicated that the mother`s warmth/affection of parenting attitude and positive emotional expression directly affected the biological trait of young children`s optimism. Second, the effects of adaptability, quality of mood, threshold of responsiveness of young children`s temperament and warmth/affection of maternal parenting attitude on the psychological and biological traits of young children`s optimism were mediated by mother`s positive emotional expression. The results of this study indicated that mother`s positive emotional expression mediated the effects of young children`s temperament and maternal parenting attitude on young children`s optimism.

The Effect of Brand Evidence on Positive Emotion, Negative Emotion, and Attitude in Restaurant Industry

김은정 한국프랜차이즈경영학회 2021 프랜차이즈경영연구 Vol.12 No.1

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence’s effects on raising perceived consumer’s emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

유아의 분리불안과 애착안정성 간의 관계에서 긍정적 양육태도의 매개효과

최영미,김문정,이희영 동북아시아문화학회 2022 동북아 문화연구 Vol.1 No.73

Number of early children who spend time in childcare center today has been increasing. Most young children don't have difficult time adjusting themselves to childcare center. But some young children have hard time in separating from their mothers and experience separation anxiety. Many factors have influenced separation anxiety. Attachment to mother has been identified as one of the most influential factors. The purpose of this study was to investigate the relationship between preschooler's separation anxiety, attachment security, and mother's positive parenting attitude. And it was to verify the mediating effect of the mother's positive parenting attitude in the relationship between the preschooler's separation anxiety and attachment stability. Using a questionnaire survey, data were collected from 323 mothers of 3 to 5 year old children attending a daycare center and kindergarten of the Busan metropolitan city. The collected data were statistically analyzed by descriptive statistics (frequency, mean, standard deviation), Pearson correlation, and Mediation analysis. The results were as follows: First, preschooler's separation anxiety has a negative relationship in positive parenting attitude and attachment stability, and positive parenting attitude has a positive relationship in attachment stability. Second, there was a mediating effect of positive parenting attitude in the relationship between preschooler's separation anxiety and attachment stability. In other words, the preschooler's separation anxiety affected attachment stability by mediating positive parenting attitude. These results showed the importance of positive parenting by parents, suggesting that attachment stability is needed to prevent preschooler's separation anxiety, which is possible by mediating positive parenting attitudes of parents.