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광고모델 이미지와 브랜드 개성이 브랜드 자산에 미치는 영향
손경화 연세대학교 언론홍보대학원 2008 국내석사
오늘날 고객들은 단순히 물질만을 소비하는 것이 아닌 상징을 소비하고, 제품과 기업이 제공하는 서비스에 대하여 추억과 경험을 남기고 싶어 하는데, 이러한 고객과 제품 및 서비스를 연결하는 역할은 브랜드에 의해 이루어지고 있다.브랜드와 관련한 연구에서 가장 큰 이슈는 바로 ‘브랜드 자산’의 가치 형성을 위한 영향요소에 대한 선별과 이러한 요소로 인하여 브랜드 자산이 어떠한 영향을 받는가를 확인하는 것이다. 본연구는 브랜드 자산에 영향을 미치는 요소로 광고모델 이미지와 브랜드 개성을 선정하였으며, 이러한 두 요소가 실제 브랜드 자산에 유의한 영향을 미치는가를 검증하고, 또한 두 요소가 일치·불일치 할 경우에 따라 그 영향의 차이 수준이 어떠한가를 비교평가하기 위하여 진행되었다.선행연구들을 토대로 이론적 검토를 진행한 후 본 연구에 적합한 개념인 브랜드 자산 4개 요인 16개 측정변수, 광고모델 이미지, 브랜드 개성 각 20개 측정변수를 도출하였으며, 도출된 변수들을 이용하여 설문조사를 진행하였다.분석결과, 우선 브랜드 자산과 광고모델 이미지, 브랜드 개성을 구성하는 측정변수들의 타당도와 신뢰도는 모두 인정할만한 수준인 것으로 나타났으며, 요인분석 결과를 통하여 능력(capacity), 순수(pure), 뛰어남(excellence), 매력(attractiveness), 상냥함(kindness)이라 각각 명명되었다.다음으로 가설의 검증 결과에서는, 광고모델 이미지와 브랜드 개성은 매우 유의한 정(+)의 상관관계가 있는 것으로 나타났으며, 광고모델 이미지의 매력요인은 브랜드 자산의 브랜드 이미지, 브랜드 인지도, 브랜드 충성도에, 순수요인은 지각된 품질에 가장 높은 영향을 미치는 것으로 나타났다. 반면, 브랜드 개성에서는 능력요인이 브랜드 자산의 지각된 품질, 브랜드 이미지, 브랜드 인지도, 브랜드 충성도 모두에서 가장 높은 영향을 미치는 것으로 나타났다.광고모델 이미지와 브랜드 개성 간의 일치·불일치에 따른 브랜드 자산 영향 수준을 비교분석한 결과에서는 광고모델 이미지의 경우에는 일치집단이 비교적 높은 영향을 미치고 있는 것으로 나타났으나 브랜드 개성에서는 일치집단과 불일치집단 간에 비교적 대등한 결과를 나타내었다.마지막으로 관여수준 제품별 브랜드와 브랜드 자산 구성요소간의 평균값 차이 분석 결과에서는 4개 제품별 브랜드에 따라 지각된 품질, 브랜드 이미지, 브랜드 인지도, 브랜드 충성도 모두에서 통계적으로 유의한 차이가 나타났으며, 특히 고관여/이성 제품에서 높은 결과값을 나타내었다.요약하면, 광고모델 이미지와 브랜드 개성은 브랜드 자산에 긍정적인 영향을 미치는 영향요소로 검증되었으며, 특히 광고모델 이미지와 브랜드 개성이 일치할수록 브랜드 자산의 보다 높은 결과를 기대할 수 있을 것으로 나타났다.따라서 광고모델의 이미지와 브랜드의 개성간의 일치 여부를 수시로 파악하고 그에 따른 결과를 신규 광고제작 및 광고모델과 브랜드 관리 방안에 반영하는 체계를 갖추는 것이 기업(브랜드)입장에서 필요하다는 시사점이 도출되었다.그러나 본 연구는 첫째, 광고모델 이미지와 브랜드 개성을 대표하는 측정변수 및 요인의 도출에 다소 부족하다는 점과 두 번째, 본 연구의 조사 표본의 범위가 매우 협소하다는 점, 세 번째로 광고모델 및 브랜드의 선정에 있어 다양성과 범위가 한정되었다는 점 등의 연구 한계점을 지니고 있는 것으로 나타났다. Nowadays customers are purchasing a product not only for the product itself but also for what it represents. They want to experience service that a product and the business provide and it is the brands that are playing a central role in connecting customers, products and services. The biggest issue regarding a research on brands is to assort which factors influence on brand assets and to find out what kind of effects the brand assets get. This research chose the image of advertising models and the brand characteristics as two main factors which influences on brand assets and was carried to evaluate how these two factors influences on brand assets and how different the effects levels are when these two factors are harmonized or not.After examining previous studies, this research has identified four factors of brand assets, sixteen measuring variables, twenty variables of the image of advertising models and the brand characteristics and conducted a survey based upon these variables. As a result, it proved that the validity of measuring variables of brand assets, the image of advertising models, and the brand characteristics were reliable, and through the factor analysis they were named capacity, pure, excellence, attractiveness and kindness. Also, it proved that the image of advertising models and the brand characteristics are very related and the attractiveness had effects on brand image, brand awareness, and brand loyalty as the purity had effects on assumed product qualities. On the other hand, among the brand characteristics, the capacity had the highest effects on all assumed quality, brand image, brand awareness and brand loyaltyAccording to the result from comparing the effect levels when the two factors were harmonized or not, the image of advertising models had high effects among harmonized groups but the brand characteristics had similar results among harmonious groups and disharmonious groups.Lastly, the analysis on product involvements in brands and brand asset elements among four different brands proved that there were significant differences in assumed qualities, brand images, brand awareness, especially in highly involved products.In short, the image of advertising models and the brand characteristics have positive influences on brand assets, especially when these two factors are well harmonized.Therefore it is necessary for businesses to check if their image of advertising models and their brand characters are harmonized and accordingly to make a system for their new advertisements, advertising models and the management of their brands.However this research turned out to have three critical points, which are the lack of measuring variables and factor analysis for the image of advertising models and the brand characteristics, the limited range of samples and the limitation of variety of the image of advertising models and the brand characteristics.
초·중학교 학생의 사회적 관계, 학교생활만족도, 자아존중감, 학업성취도의 구조적 관계
The purpose of this study is to analyze the structural relationships of elementary and middle school students' social relationships, school life satisfaction, self esteem, and academic achievement and to confirm the mediating effects of social relationships on academic achievement through self esteem and school life satisfaction. This study will provide effective data for enhancing academic achievement in the field of education by presenting problem solving methods on changes in students' social relationships. To this end, structural equations were applied and the mediating effect was verified using panel data from 2,607 fourth graders of elementary school and 2,590 first graders of middle school in the first year of the Korean Children and Youth Panel Survey (KCYPS 2018). According to the research results, it was found that the social relationship between elementary and middle school students affects academic achievement through school life satisfaction and self esteem. Specifically following conclusions were drawn from major findings of this study: First, it was confirmed that the social relationship between elementary and middle school students, school life satisfaction, and self esteem are variables that affect academic achievement. Among social relationships, only the relationship with the teacher directly and positively affects academic achievement, and the relationship with parents or friends in both elementary and middle school students does not directly affect academic achievement, but instead affects academic achievement through school life satisfaction and self esteem. Second, it was found that school life satisfaction and self esteem played an important mediating role between the social relationship and academic achievement of elementary and middle school students. This shows that academic achievement tends to increase as students' positive school life satisfaction and self esteem increase. Finally, through the analysis of differences between multiple groups by school level and gender, it was confirmed that there were differences between boys and girls, and between elementary and middle school students. These results suggest that various environments and individual characteristics affect academic achievement, and are expected to contribute to more effectively understanding and exploring the effects of social relations, self esteem, school life satisfaction, and academic achievement of students. Based on the research results, various variables affecting the importance of customized education and student achievement were explored, and suggestions were made for analyzing and understanding the long term effects of specific factors. This is expected to help develop educational policies and establish strategies to improve academic achievement while considering the diversity of students. 이 연구의 목적은 초·중학생의 사회적 관계, 학교생활 만족도, 자아존중감, 학업성취도의 구조적 관계를 분석하고, 사회적 관계가 자아존중감과 학교생활 만족도를 통해 학업성취도에 미치는 영향을 확인하는 것이다. 이 연구 결과는 학생들의 사회적 관계 변화에 대한 문제해결을 제시함으로써 교육 현장에서 학업성취도 향상을 위한 효과적인 자료를 제공할 것이다. 이를 위해 한국아동청소년패널조사(KCYPS 2018) 1차년도의 초등학교 4학년 2,607명, 중학교 1학년 2,590명의 패널자료를 활용하여 구조방정식을 적용하고 매개효과를 검증하였다. 연구 결과에 따르면, 초등학생과 중학생의 사회적 관계는 학교생활 만족도와 자아존중감을 통해 학업성취도에 영향을 미치는 것으로 나타났다. 이 연구의 주요 결과를 통해 구체적으로 다음과 같은 결론을 도출하였다. 먼저, 초·중학생의 사회적 관계, 학교생활 만족도, 자아존중감이 학업성취도에 영향을 미치는 변인임을 확인하였다. 사회적 관계 중 교사와의 관계만이 학업성취도에 직접적인 긍정적인 영향을 미치는 것으로 나타났으며, 초등학생과 중학생 모두 부모나 친구와의 관계가 학업성취도에 직접적인 영향을 미치지 않고, 학교생활 만족도와 자아존중감을 통해 학업성취도에 영향을 미치는 것으로 나타났다. 둘째, 학교생활 만족도와 자아존중감은 초·중학생의 사회적 관계와 학업성취도 간에 중요한 매개역할을 하는 것으로 나타났다. 이는 학생들의 긍정적인 학교생활 만족도와 자아존중감이 높아질수록 학업성취도가 높아지는 경향이 있음을 보여준다. 마지막으로, 학교급별, 성별에 따른 다 집단 간 차이 분석을 통해 남학생과 여학생, 초등학생과 중학생 간에 차이가 있는 것으로 확인되었다. 이러한 결과는 다양한 환경과 개인의 특성이 학업성취에 영향을 미친다는 것을 시사하며, 학생들의 사회적 관계, 자아존중감, 학교생활 만족도, 학업성취도에 미치는 영향을 보다 효과적으로 이해하고 탐색하는데 기여할 것으로 기대된다. 연구 결과를 바탕으로, 맞춤형 교육의 중요성과 학생의 성취도에 영향을 미치는 다양한 변인들을 탐색하고, 특정 요인의 장기적인 영향을 분석하고 이해하기 위한 제언을 하였다. 이는 학생들의 다양성을 고려하면서 교육정책을 개발하고 학업성취도 향상을 위한 전략을 수립하는데 도움이 될 것으로 기대된다.
The purpose of this thesis is the development of the employment model to improve employment programs for runaway children. As the Korea's reality of the education, there has been few works about employment programs in comparison with ones about the accomplishment and increase for the schoolworks. On the premise that the formation of professionalism and a sense of self-help is necessary, this thesis analyzes the status of employment programs of domestic runaway youth shelters, and presents the instances of the U.S. runaway youth shelters, their strength and weakness, and alternatives to improve Korea's employment programs. Prior to presenting employment program models, the most serious problem for Korea's employment programs for run-away children is limited governmental, and social support for them. First of all, there are just few runaway youth shelters which is capable of providing employment programs with runaway children. In addition, only a part of shleters implement employment programs. Therefore, the employment programs are in short of supply to meet the demands. Furthermore, great number of runaway children do not even know about the existence of such programs. the second problem is the poor interconnectedness between runaway youth shelters and businesses, which help runaway children completing employment programs actually get jobs. On the contrary, employment programs of the U.S. runaway youth shelters purport to cultivate a sense of self-help and responsibility, and implement the programs reflecting each child's individual characteristics and wish. Furthermore, they have a strong interconnectedness with businesses that allows runaway children to work, learn about the jobs, and get payments in actual work places. On the basis of those problems, this thesis propose the assignment of enough budgets on the employment programs for runaway children, and strengthening of the interconnectedness between runaway youth shelters and businesses. What is the most important thing is to develop a more efficient employment programs on the basis of the government supports and the interconnectedness between runaway youth shelters and businesses. This thesis suggest that runaway youth shelters grasp each child's wish and talent, make out and implement employment programs suited for those children. And to ensure children to learn essential skills and capabilities from the experience of working in the businesses that have relations with the shelters is also takes a great role. Inter-shelters specialization and cooperation would be considered in order to make such new employment programs for runaway children more efficient.
옵서버 에이전트를 기반으로 하는 가상과학실험 시뮬레이터
손경화 고려대학교 교육대학원 2006 국내석사
과학교육에서 실험-실습을 활용한 수업은 매우 중요하고 강조되고 있다. 실험이란 어떤 목적에 따라 자연 현상에 인위적인 조작을 가하거나 가설에 입각하여 자연 현상에 통제를 가해 나타난 결과를 관찰하는 것으로 비교적 제한된 장면에서 단시간에 용이하게 결론을 도출하기 위한 시도이다. 이러한 실험활동은 학생들에게 과학적 탐구정신을 키워주고 어떤 문제에 대하여 문제해결, 분석, 일반화, 비판적 사고, 적용, 종합, 평가, 의사 결정, 창의성 등과 같은 인지적 능력의 발달을 촉진시킨다. 하지만 실험에 필요한 여러 제반조건의 어려움으로 현재 학교현장에서 과학실험학습의 정상적인 운영이 어렵다. 본 논문은 학교의 실험실에서 벗어나 학습자가 장소,시간에 제약 없는 가상공간에서 실험-실습 학습을 시뮬레이션할 수 있다. 이는 단한번의 학습에서 탈피하여 계속적인 반복을 통하여 완전학습이 가능하게 하고 추상적인 과학개념을 구체화된 수행으로 이를 이해할 수 있다. 그리고 안전한 실험환경의 제공으로 학생들은 가상공간에서 시간과 횟수에 제한 없이 언제든지 실험학습을 할 수 있다. 하지만 단순히 실험-실습만을 해볼 수 있는 시뮬레이터를 제공하는 것으로 그치지 않고 학습자의 실험-실습한 행위정보는 ‘옵저버’ 역할의 에이전트가 실시간으로 수집한다. 이렇게 일련의 수집된 정보들은 교사 또는 전문가를 통해 다시 학습자에게 피드백을 할 수 있도록 한다. 웹 기반으로 한 학습이 능동적이고 자기주도적인 학습의 장점을 가지기도 하지만, 보다 더 정확하고 동기부여가 될 수 있는 매개체가 부족할 수 있는 단점을 교사의 피드백에 의한 상호작용으로 학습의 질과 학습자의 동기부여를 주는 효과를 기대해 볼 수 있다.
특급호텔의 경영활동이 조직유효성 및 경영성과에 미치는 영향에 관한 연구
Insofar, various hotel management activities in deluxe hotels have been practically conducted and the studies on them have also been done in part, suggesting about their importance. Though management activities in deluxe hotel are diverse and their comprehensiveness is important, they are not studied in a comprehensive form. Accordingly, this study aims at figuring out effects of various management activities in deluxe hotels(knowledge, quality, environment, etc.) on organizational members' organizational effectiveness(organizational commitment and job satisfaction) from employees who work in deluxe hotels as well as verifying empirically effects of employees' organizational effectiveness (organizational commitment and job satisfaction) on business performance. Based on the empirical analysis, the results are as follows: First, among management activity factors, the hypothesis 1 that knowledge management activities would affect organizational commitment was adopted. That is, as knowledge management activities in deluxe hotels increase, they have positive influences on employees' organizational commitment. Second, among management activity factors, the hypothesis 2 that knowledge management activities would affect job satisfaction was adopted. That is, as knowledge management activities in deluxe hotels increase, they also have positive influences on employees' job satisfaction. Third, among management activity factors, the hypothesis 3 that quality management activities would affect organizational commitment was adopted. That is, as quality management activities in deluxe hotels increase, they have positive influences on employees' organizational commitment. Fourth, among management activity factors, the hypothesis 4 that quality management activities would affect job satisfaction was rejected. That is there is no influential relation between quality management activities in deluxe hotel and its employees' job satisfaction. Fifth, among management activity factors, the hypothesis 5 that environmental management activities would affect organizational commitment was rejected. That is, there is no influential relation between environmental management activities in deluxe hotel and its employees' organizational commitment. Sixth, among management activity factors, the hypothesis 6 that environmental management activities would affect job satisfaction was rejected. That is, there is no influential relation between environmental management activities in deluxe hotel and its employees' job satisfaction. Seventh, among employees' organizational effectiveness, the hypothesis 7 that organizational commitment would affect business performance was adopted. Eight, among employees' organizational effectiveness, the hypothesis 8 that job satisfaction would affect business performance was adopted. Through these study results, the following suggestions are raised: First, knowledge management activities in deluxe hotels have positive(+) influences on organizational commitment and job satisfaction. This result shows how important knowledge management activities conducted in deluxe hotels are. In the previous studies, the influences of knowledge activities were mainly studied by the domestic scholars. In this study, the results shows the consistent positive influential relation with those studies, supporting the results from the previous literature. Practically, knowledge management activities in hotel are done in the field with various forms. As these knowledge management activities have positive influences on organizational effectiveness, which is employees' work adjustment, and hotel's business performance, the chief officers including general manager and directors of each department in deluxe hotels should concern their hotel's knowledge activities and make an effort to invigorate the activities. Second, quality management activities in deluxe hotels have positive influences on organizational commitment but have no influences on job satisfaction. This result shows how important quality management activities in deluxe hotels are in part. In the previous studies, influences of quality management activities were verified by the domestic and overseas scholars. In this study, quality management activities have positive influences on organizational commitment but have no influence on job satisfaction. For influential relation between quality business activities and job satisfaction, there were no studies showing no influences like this study. In practice, quality management activities can be interpreted that they have influences on organizational commitment, the prerequisite of organizational effectiveness but have no influences on job satisfaction. Third, environmental management activities in deluxe hotels do not have any influences on organizational commitment and job satisfaction. This result shows non-importance of environmental management activities in deluxe hotels. For the cause of this study result seems real problem that environmental management activities in hotel industry including deluxe hotels to protect environment are still weak and they cannot show various forms. Therefore, the employees perceive that hotels are weak in environmental management activities, and it is interpreted that environmental management activities have no influences on employees' organizational effectiveness, organizational commitment and job satisfaction, like the results in this study. Fourth, as a result of verification of the hypotheses 7 and 8 that deluxe hotel employees' organizational effectiveness, organizational commitment and job satisfaction would affect business performance, both organizational commitment and job satisfaction have positive(+) influences on business performance. Finally, this study have the following limitations, in spite of the suggestions above. First, for geographical distribution of hotels in this study, they are located in Seoul, Busan, Daegu, Gyeongju, Jeju, and so on. However, just one or two hotels were selected for the questionnaire survey, and it has its own limitation as a comprehensive result on the entire deluxe hotels in Korea. Second, the questions of the variables used in this study have weak scientific evidences as the excellent ones. Third, this study used non-financial business performance as seen in the theoretical review on business and variables in deluxe hotels. The reasons were to get information about financial performance index of deluxe hotels is difficult, and there are problems in reliability in the performance indexitself.
어머니의 양육신념과 아동의 자아회복력 및 자기조절능력과의 관계
The main purpose of this study was to investigate relationships between mother's beliefs, ego-resilience and self- regulation of Young Children. The subject of the study were one hundred sixty six 5-7 year-old children and their mother's in Seoul. The instruments used for this study were John & Martin(1985)'s questionnaire that has been used by ETS(Educational Test Service) to measure "mother's beliefs", a questionnaire's based on Block and Block(1980)'s "The California Child Q-set(CCQ)" to measure the children's ego-resilience for their mother and a questionnaire based on Eisenberg(1988)'s "Temperamental Scale" to measure the self-regulation of children. To analyse research questions, descriptive statistics, t-test, ANOVA, F-test and Pearson's correlation had been used. The major findings were as follows: First, the learning social skill was the highest in mother's belief tendency according to situation. Among 166 mothers, 37.3% were classified as direct authoritative·diverting·others, 28.3% were classified as rational authoritative, 6.0% were classified as distancing. That is, most Korean mothers have a little of distancing response. Also there was no statically difference in mother's beliefs according to child's sex, mother's education and occupation. Second, there was no statically significant difference in children's ego-resilience according to child's sex, mother's education and occupation. Third, there was no statically significant difference in children's self-regulation according to child's sex, mother's education and occupation. Forth, children's ego-resilience was significantly related with self- regulation.
학교 성교육의 실천적 전환 : 청소년 성교육 강사의 성인지적 교육 경험을 중심으로
본 연구자는 사회 전반적으로 만연해있는 성개방의 급속한 흐름에 노출된 학교 청소년들의 다양한 성적 호기심을 배제하고 있는 학교 성교육의 현실에 주목하고, 청소년 성교육 강사의 성인지적 교육 경험을 중심으로 학교 성교육 현장의 변화가능성을 살펴보고자 했다. 가부장제 사회의 불평등한 성별 구조를 인식한 성교육 강사들은 일상의 공간에서 과거에 경험하였던 것들이 성인지적 관점의 부재로 일어난 것들이었다는 것을 깨닫는 순간 가시화된다. 그 결과 성차별적인(sexed) 여성의 삶과 연동된 체험을 통해 비롯된 능동적인 행위성은 청소년 성교육 강사되기였다. 그러나 여전히 금욕주의 성교육방식으로 이루어지고 있는 학교 성교육현실은 형식적으로 이루어지기 때문에 학생들의 성에 대한 궁금증을 구체적으로 해결하기는 어렵다. 그럼에도 학생들은 학교라는 공간에서 이루어지고 있는 학교 성교육에 대한 놀랄만한 성적호기심으로 자신의 성적기대를 표출시키며 청소년 성문화를 형성하면서 점차 성인지적 관점을 지닌 어른으로 성장한다. 이러한 현실 속에서 학생들은 금욕주의 성교육을 실천하는 학교현장에서 허용되지 않는 성적호기심에 대한 구체적인 질문과 답변을 통해 해소되기를 바라고 있다. 이와 같은 논의를 바탕으로 본 연구는 기존의 「성교육 표준안」의 검토를 요청하고, 여전히 작동하고 있는 젠더위계적 성규범과 그릇된 성인식에서 벗어나서 성적 대상으로서의 ‘여성’이 아닌 평등한 시민으로서의 성적 주체를 구축하기 위한 포괄적 성교육으로의 변화를 모색하고자 했다. 구체적으로 본 연구는 학교 청소년 성교육 현장의 핵심 구성원들인 성교육 강사와 학생들, 그리고 학교관계자 상호 간의 소통의 중요성을 강조했다. 또한 성교육 현장에서 각 구성원들의 정체성 형성과정을 통해 성교육 현실을 진단하고 학교 청소년들의 건강한 성문화 발전을 도모하는데 있어 성교육 현장 상호간의 변화 가능성을 여는 협력의 장을 마련하고자 했다. 학생들은 학교 성교육이 구체적이고 현실적인 성교육 내용을 담을 것을 요구하고 있으나 「성교육 표준안」의 금욕주의적 성교육 내용으로는 성인지적 관점의 성교육이 이루어지기는 어렵다는 것을 보여준다. 학교 청소년들의 입장을 반영하는 다양한 성교육 방법과 성교육 패러다임의 전환을 위해서는 학교교사 누구나 성교육을 할 수 있도록 학교교사들의 지속적인 성교육연수를 통한 성인지적 관점으로의 인식전환이 선행되어야 한다. 본 연구에서는「성교육 표준안」에 근거한 학교 교과과정 내에서의 금욕주의적 성교육 방식이 진행되고 있는 학교현실에서 현재 학교 교사들의 성인지적 관점의 변화 정도를 드러내지 못한 점은 한계로 남는다. 학교 청소년들의 섹슈얼리티의 변화에 걸 맞는 「성교육 표준안」의 제도적 변화와 함께 학교 성교육현장에서의 성인지적 성교육의 실천적 전환을 위한 여성주의 연구와 변화하는 학교 청소년들의 성문화를 반영하는 다양한 연구는 확대되어야한다. While there is widespread sexual openness that is rapidly spreading throughout society and school teens are exposed to it, sex education at school ignores a variety of sexual curiosities those school teens have. This study aims to explore some possible changes that could take place in sex education sites at school focusing on the gender-sensitive educational experience of adolescent sex education instructors. Recognizing the unequal gender structure in the patriarchal societies, sex education instructors realized that what they experienced in daily life in the past was due to the absence of a gender-sensitive perspective and the moment these instructors recognize it, the problem becomes visible. As a result, they actively become adolescent sex education instructors due to their experiences linked to sexed women's lives. However, since sex education in schools is still based on abstinence sex education methods and is only perfunctorily done, it is difficult to address students' sex questions specifically. Nevertheless, exposed to such sex education at school, students express their sexual expectations with amazing sexual curiosities, form an adolescent sexual culture and gradually grow into adults who maintain a gender-sensitive perspective. Given this reality, students hope that with specific questions and corresponding answers, they will be able to satisfy their sexual curiosities that are rarely satisfied in abstinence sex education. Based on these discussions, while this study calls for a review of existing “General Standard for Sex Education,” it argues that we need to get away from gender hierarchies and false gender perceptions that are still in place. Then, we will be able to bring about a shift toward a comprehensive sex education in which ‘women’ are recognized not as sexual objects, but as equal citizens. Specifically, this study emphasized the importance of communication among the three stakeholders in adolescent sex education at school: sex education instructors, students and school officials. In addition, to diagnose the reality of sex education, each of the stakeholders went through a process of forming his or her identity in places where sex education is given. We tried to establish a foundation for cooperation that opens the possibility of mutual changes in places where sex education is given as an effort to promote the development of a healthy sex culture for the youth at school. While students demand that specific and realistic contents be included in sex education at school, sex education is difficult to maintain gender-sensitive perspectives with the abstinence sex education contents in the “General Standard for Sex Education”. In order to adopt diverse sex education methods that reflects adolescents perspectives and bring about a change in the sex education paradigm, a shift in awareness is needed for a gender-sensitive perspective by consistently educating all the teachers, so that any teacher can carry out sex education. The limitation of this study was that under the reality of the abstinence sex education methods based on the “General Standard for Sex Education”, it was not possible to reveal the changes in teachers’ gender-sensitive perspectives. Along with an institutional change in the “General Standard for Sex Education” in line with the changes in students’ sexuality, there should be feminist studies exploring a practical shift in gender-sensitive education in school sex education and various studies reflecting the changing sex culture of the adolescent students.