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대한가정학회> Family and Environment Research> 중국 진출 한국 패션 브랜드의 CSR 적합성이 소비자 만족 및 브랜드 태도에 미치는 영향과 자민족 중심주의의 조절효과

KCI등재

중국 진출 한국 패션 브랜드의 CSR 적합성이 소비자 만족 및 브랜드 태도에 미치는 영향과 자민족 중심주의의 조절효과

The Influence of Korean Fashion Brands’ CSR Fit with Chinese Consumers on Consumer Satisfaction and Brand Attitude Moderated by Ethnocentrism

장예월 ( Ruiyue Zhang ) , 신은정 ( Eun Jung Shin ) , 고애란 ( Ae-ran Koh )
  • : 대한가정학회
  • : Family and Environment Research 59권3호
  • : 연속간행물
  • : 2021년 08월
  • : 419-432(14pages)
Family and Environment Research

DOI


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서론
이론적 배경
연구방법 및 절차
연구 결과
결론 및 제언
Declaration of conflicting interests
References

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To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands’ CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

UCI(KEPA)

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • :
  • : 계간
  • : 2288-3541
  • : 2288-355X
  • : 학술지
  • : 연속간행물
  • : 1959-2021
  • : 4623


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KCI등재

12015 개정 교육과정 중학교 기술·가정 교과서 '가정생활과 안전' 영역 활동과제에 반영된 교과역량 분석

저자 : 박유빈 ( Yu Bin Park ) , 유난숙 ( Nan Sook Yu )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 433-448 (16 pages)

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The purpose of this study was to analyze two subject competencies (practical problem-solving capability and independent life capability) reflected in the activity tasks included in the 'home life and safety' area of 12 middle school technology-home economics textbooks in accordance with the 2015 revised curriculum. The analysis criteria were sub-elements of two subject competencies. Seven sub-elements were derived from each competency. Frequency analysis was performed to determine how often the sub-elements were reflected in the activity tasks. The results were as follows. First, with regard to the sub-elements of 'practical problem-solving capability', 'value judgment' was reflected most frequently in the activity tasks followed by 'exemplification of solution', 'logical thinking', 'critical thinking', 'decision-making', 'practical reasoning', and 'evaluation of solutions'. Secondly, the sub-elements of 'independent life capability' were unevenly distributed in the activity tasks. The 'capability to perform conscious living' was reflected most frequently followed by 'development and self-identity', 'time, money, and leisure management', and 'reasonable consumption and resource utilization'. For teachers wanting to teach activity-oriented classes and student participatory classes, the results pinpoint the materials necessary to develop learners' subject competencies by using textbooks from different publishing companies.

KCI등재

2소상공인 패션판매업자의 온라인 판매채널 연구: 포털쇼핑몰과 패션쇼핑몰(종합물/전문몰)을 중심으로

저자 : 손미영 ( Mi Young Son )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 449-463 (15 pages)

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The aim of this study was to analyze the perceptions and entering status of small business online fashion retailers on portal shopping and fashion shopping malls. Case studies were conducted on a total of 10 research samples. The results were as follows: first, regarding the strategic factors of online fashion stores, 'price competitiveness' is important, especially in portal shopping and low-cost brands; 'product assortment' is important but not essential in all platforms; and 'differentiation' is important to continuously secure loyal customers in fashion shopping malls. Customer satisfaction leads to customer loyalty, and customer loyalty affects the sales conversion rate and brand growth of online sales channels. Factors that promoted sales activities in online sales channels were exposure, advertisements, SNS, events, special exhibitions, and events. Hindrance factors were low price competition, overheated competition, and the MD of sales channels. Second, the research samples used multiple online sales channels, including portal shopping malls and fashion shopping malls, in addition to their own malls. The selection factors were platform reputation and commission, branding, and customer inflow through exposure. Portal shopping malls were perceived as providing easy access, advertising/customer communication, exposure/search, price competitiveness, scalability, and intense competition, whereas fashion shopping malls were perceived as providing a brand image and concept, brand promotion, high commissions, difficult entry, and low profits. The factors for success in portal shopping malls were exposure/search, price competitiveness, and brand recognition, whereas the factors for success in fashion shopping malls were differentiation, brand, exposure/advertisement, product assortment, and MD.

KCI등재

3난임 부부의 배우자 지지와 난임 스트레스의 관계에서 자아존중감의 매개효과: 자기효과와 상대방효과를 중심으로

저자 : 이가연 ( Ka Yeon Lee ) , 김성희 ( Seong Hee Kim )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 465-475 (11 pages)

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The purpose of this study was to examine actor and partner effects among infertile couples in determining whether self-esteem affects the degree of infertility-related stress via perceived spousal support. The sample comprised 219 couples who experienced infertility, each of whom completed an online survey. To analyze the data, descriptive statistics, t-test, correlation analysis and APIM (Actor-Partner Interdependence Model) were performed using SPSS 25.0 and Mplus 7.3 program. The main results were as follows. First, the actor effect of spousal support on self-esteem was significant in both husbands and wives. Second, the actor effects of spousal support on infertility-related stress and self-esteem on infertility stress were significant only in husbands. Third, in the association between husbands' and wives' spousal support and infertility-related stress, three mediating pathways via husband's self-esteem were found to be significant. Based on these results, the necessity for a couple-level analysis in infertility research, psycho-emotional interventions for infertile couples, and implications for follow-up studies were discussed.

KCI등재

4어머니와 교사의 자율성 지지가 아동의 학업지연행동에 미치는 영향: 자기조절학습 효능감의 매개적 역할

저자 : 이보미 ( Bomi Lee ) , 신나나 ( Nana Shin )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 477-488 (12 pages)

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This study investigated the association between children's perceptions of autonomy support from mothers and teachers in relation to academic procrastination. It also examined the role of self-efficacy for self-regulated learning in mediating these effects. The sample comprised 372 fifth and sixth grade elementary school students from Seoul, Korea. Each completed a questionnaire regarding mothers' and teachers' autonomy support, children's self-regulated learning efficacy, and academic procrastination. The results indicated that whereas mothers' autonomy support had a direct effect on children's academic procrastination, teachers' support did not. In other words, children who perceived higher levels of autonomy support from mothers tended to exhibit less academic procrastination. Regarding indirect paths, children who perceived higher levels of mothers' and teachers' autonomy support displayed greater efficacy for self-regulated learning, which corresponded to lower levels of academic procrastination. The discussion highlights the vital roles of autonomy support from mothers and teachers in enhancing children's feelings of effective self-regulated learning and encouraging them to complete academic tasks. Furthermore, the present study considered not only outward behavioral factors but also the underlying cognitive and affective aspects of delaying behavior that underpin the effects of self-regulated learning efficacy and autonomy support of mothers and teachers on academic procrastination.

KCI등재

5청소년의 음란물 이용이 성폭력 가해행동에 미치는 영향 : 가족지지의 조절효과를 중심으로

저자 : 김재엽 ( Jae Yop Kim ) , 최선아 ( Sunah Choi ) , 임정수 ( Lim Jeong Su )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 489-500 (12 pages)

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The purpose of this study was to identify the impact of pornography use among adolescents on their subsequent violent sexual behavior, and to ascertain the moderating effect of family support. The study was conducted with a sample of 2,087 Korean middle and high-school students. To analyze the data, a descriptive analysis, a correlation analysis, and a Poisson regression were conducted using SPSS 24.0. A Poisson regression was performed because the dependent variable, violent sexual behavior, was measured by the frequency of occurrence, and most responses were distributed at '0', indicating a non-normal distribution. The results indicated that 8.1% of adolescents admitted to having sexually violent experiences over the past year, with a relatively high rate of sexual harassment. Secondly, 53.3% of adolescents had used pornography over the past couple of years, with the highest percentage of use occurring via the Internet. Finally, pornography use among adolescents had a significant and direct impact on their sexually violent behavior, with family support playing a moderating role. This indicated that, for adolescents with a high level of family support, the impact of pornography usage on sexually violent behavior decreased. Based on these results, we discuss practical and policy interventions to prevent sexually violent behavior by adolescents.

KCI등재

6가치기반 아동금융교육 프로그램 개발 및 효과평가: 초등학교 1~3학년 아동의 개인재무관리 영역별 가치를 중심으로

저자 : 강남주 ( Nam Joo Kang ) , 손상희 ( Sang-hee Sohn )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 501-523 (23 pages)

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In this study, a value-based children's financial education program was developed focusing on the values of each financial management area needed for children. According to 'quasi-experimental design - non-equivalent control group design', an experimental group and a control group were formed for children in the lower grades of elementary school, and a value-based child financial education program was executed, and then the program was applied to children's personal financial management. The effect on the value propensity for each area was evaluated. As a result of the quantitative evaluation, it was confirmed that the 8 values of the children in the experimental group were significantly improved compared to the children of the control group, so this program was effective in enhancing the values of each of the 8 areas of personal financial management needed for children. In addition, the children in the experimental group showed significant improvement compared to the children in the control group in the cognitive, justice, and psychodynamic levels of values. It has also been found to be effective in enhancing as a result of the qualitative evaluation, various positive changes were found in the cognitive, affective, and psycho-dynamic dimensions about the values of each financial management area for children. From a positive perspective, it was found that it plays a useful role in cultivating the values of each area of positive personal financial management.

KCI등재

7부모 동거 미혼자의 계층 의식 및 생활 만족도를 결정하는 요인 : 부모 동거 미혼자의 성별에 따른 부모의 사회 경제적 자원의 효과를 중심으로

저자 : 이수진 ( Sujin Lee )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 525-542 (18 pages)

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The purpose of this study is to clarify the influence of parents' socio-economic resources on the class consciousness and life satisfaction of unmarried adult children living with their parents. Data from the 2nd year (1999) and 22nd year (2019) of the Korean Labor & Income Panel Study (KLIPS) were used. The study included individuals aged under 25-44 who were unmarried, lived with their parents, and had graduated out of final school. From the 2nd year (1999), data for 491 people were extracted, and from the 22nd year (2019), data for 978 people were extracted. The information on the fathers and mothers was obtained from the information on the households data, it was responded by the unmarried children. The main results are as follows. First, one of the characteristics of unmarried children living with their parents is that the average age was higher in 2019 than in 1999. Additionally, although they work and have their own income, they live in houses owned by their parents. Their levels of satisfaction with both the living environment and family relationships were high. It was found that the influence of parents' income increased in 2019 compared with 1999 in the class consciousness. As a factor that influences life satisfaction, the employment status of the father has a positive effect on the life satisfaction for men, whereas the employment status of the mother has a positive effect on the life satisfaction for women.

KCI등재

8다문화 청소년의 소수언어 구사수준: 이중문화 수용태도, 부모의 교육적 지원, 부모-자녀 간 소수언어 사용도의 영향

저자 : 캉리 ( Li Kang ) , 최나야 ( Naya Choi ) , 강소연 ( Soyeon Kang )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 543-555 (13 pages)

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This study aimed to investigate the factors that influence multicultural adolescents' proficiency in their mother's native language, or their immigrant mother's native language. A hierarchical regression analysis was performed on data from the survey answered by 1,028 multicultural adolescents aged 15 years old and whose mothers were from foreign countries for the 6th Multicultural Adolescents Panel Study(MAPS) conducted by the National Youth Policy Institute (NYPI) in 2016. The main results are as follows. First, multicultural adolescents' minority language proficiency was generally low and significant differences were observed according to their gender, parents' educational level, household income, and mother's native country. More specifically, a higher proficiency in minority language was found for girls than boys, adolescents with a higher parental educational level, adolescents with a higher income, and adolescents whose mothers were from Japan or China, compared with those from the Philippines, Thailand, or Vietnam. Second, a significant positive correlation was observed between multicultural adolescents' minority language proficiency and 1) foreign culture acceptance, 2) parent's educational support, and 3) the use of the minority language at home. Third, foreign culture acceptance, parents' educational support, and the use of the minority language at home were predictors of multicultural adolescents' minority language proficiency. The study is meaningful in that it examined multicultural adolescents' minority language proficiency, elucidating their bilingual development, whereas previous studies have only focused on their proficiency in Korean, which is the majority language.

KCI등재

9코로나 스트레스가 대학생의 스마트폰 중독에 미치는 영향: 자기조절능력의 매개효과

저자 : 최아라 ( Ara Choi )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 557-567 (11 pages)

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This study examined the relationship between COVID-19 stress, self-regulation, and smartphone addiction among university students. It also assessed whether self-regulation mediates the relationship between COVID-19 stress and smartphone addiction. The participants comprised 346 students enrolled in G city university. Data were analyzed using SPSS and AMOS to generate descriptive statistics, perform a correlation analysis, and create a structural equation model. The main findings were as follows. First, COVID-19 stress had a negative correlation with self-regulation, but a positive correlation with smartphone addiction. A negative correlation was observed between self-regulation ability and smartphone addiction. Secondly, self-regulation partially mediated the relationship between COVID-19 stress and smartphone addiction. The results will inform educational and counseling interventions aimed at preventing smartphone addiction among university students living in the era of the COVID-19 pandemic.

KCI등재

10대학생의 부모애착과 대학생활적응 간의 관계에서 기본심리 욕구만족의 매개효과

저자 : 이슬 ( Seul Lee ) , 최진아 ( Jin Ah Choi )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 4호 발행 연도 : 2021 페이지 : pp. 569-580 (12 pages)

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The purpose of this study was to investigate the mediating effect of the satisfaction of basic psychological needs on the relationship between college students' parental attachment and college life adjustment. Participants comprised 235 college students enrolled in five universities located in the Gwangju and Jeonnam areas. To assess the mediating effects, correlation analysis and hierarchical regression analysis were performed using SPSS 25.0. The results were as follows: first, significant positive correlations were observed between parental attachment, satisfaction of basic psychological needs, and college life adjustment; second, satisfaction of basic psychological needs partially mediated the relationship between parental attachment and college life adjustment. This indicates that the satisfaction of basic psychological needs - such as autonomy, competence, and relatedness - is extremely important in enabling college students to adjust to college life.

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KCI등재

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The purpose of this study was to examine that multiple mediating effects of self-determination and selfefficacy in the relationship between the parental control and career maturity. In the study, 747 university students in Daegu, Busan and Seoul area were surveyed on their perceived level of parental control, career maturity, self-determination and self-efficacy. Data were analyzed using descriptive statistics, one-way ANOVA, and Pearson correlation analysis with SPSS 25.0 program, Hayes'Process Macro program and bootstrapping. The major results of this study were as follows; First, there were significant differences in college student's career maturity by grade, major, experience in career-related services and part-time job experience period. Second, there were significant correlations between parental control(behavioral control and psychological control), career maturity, self-determination and self-efficacy.
Third, self-determination and Self-efficacy had multiple mediating effects in the relationship between parental control and career maturity. In conclusion, this study found multiple mediating effects of self-determination and self-efficacy in the relationship between parental control(behavioral control and psychological control) and career maturity. It was also found that parental behavioral control had a positive effect on career maturity by increasing self-determination and self-efficacy while parental psychological control had a negative effect on career maturity by decreasing self-determination and self-efficacy.

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5청소년의 휴대전화의존도, 우울의 변화 궤적 및 자기조절학습 능력 간의 구조적 관계

저자 : 홍예지 ( Yea-ji Hong )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 341-351 (11 pages)

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The purpose of this study was to examine the longitudinal relationships between Korean adolescents'mobile phone dependency, trajectories of depression, and self-regulated learning abilities. To achieve these goals, structural equation modeling analysis was conducted, using the 3rd, 5th and 7th wave of the data on 4th graders taken from the Korean Children and Youth Panel Survey. The results can be summarized as follows. First, growth-curve longitudinal analysis indicates that depression in 6th through 10th grade has increased. Second, mobile phone dependency among adolescents at 6th grade has a significant effect on both the initial value and the rate of change in depression. Also, the initial value and the rate of change in depression have significant relationships with mobile phone dependency at 10th grade. Moreover, both increased levels of mobile phone dependency and the rate of change in depression significantly influence adolescents'self-regulated learning abilities at 10th grade. Based on a longitudinal data set, these findings demonstrate the causal relationships between Korean adolescents'trajectories of depression and their mobile phone dependency. The findings also provide a comprehensive framework with implications for adolescents'development through an understanding of the relationships between adolescents'depression and mobile phone dependency, which impact their self-regulated learning abilities.

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6중학생의 SNS 상향비교가 우울에 미치는 영향: 자기비하의 매개 효과와 인지적 유연성의 조절된 매개효과

저자 : 이세영 ( Se Young Lee ) , 박주희 ( Ju Hee Park )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 353-367 (15 pages)

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The purpose of this study was to examine the mediating effect of middle school students'self-deprecation in the relationship between upward social comparison in social network service (SNS) and depression and the moderated mediating effect of cognitive flexibility. The participants were 288 middle school students, in the first to third grades from four middle schools located in Seoul, Gyeong-gi, and Jeonnam. The date were analyzed with descriptive statistics, Pearson's correlation coefficients and the Process Macro Model 4, 1, and 14. The results of this study are as follows. First, an upward comparison in SNS has a significant positive influence on students'depression, and students' self-deprecation of students mediated the relation between two. Second, the level of control, which is a sub-factor of cognitive flexibility, moderated the mediating effect of self-deprecation. That is, if students are more likely to perceive difficult situations as controllable, upward social comparison in SNS mediated by self-deprecation has smaller effect on depression. Based on these results, we suggest practical interventions to reduce depression among middle school students by decreasing upward social comparison in SNS and self-deprecation. In addition, helping students perceive difficult situations as controllable could be another effective way of reducing depression among those students who have a high level of self- deprecation in upward social comparison in SNS.

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735세 이상 성인자녀와 부모의 동거: 세대관계 특성과 생활 만족도의 관련성

저자 : 김혜지 ( Hyeji Kim ) , 이재림 ( Jaerim Lee )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 369-386 (18 pages)

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The purpose of this study was to examine which aspects of coresident intergenerational relationships were associated with the life satisfaction of unmarried children in established adulthood and of their parents. In this study, the coresident relationship characteristics included support exchange, emotion, interference-conflict, and perceptions of coresidence. Data were collected from (a) 250 never-married adults who were 35+ years old and lived in Seoul with at least one parent aged 75 years or younger and (b) 250 older adults who were 75 years old or younger and had at least one unmarried child aged 35+ years living in the same household. Our multiple regression analysis of unmarried children showed that the adult child's financial support, the adult child's psychological reliance on parents, the parent's psychological reliance on the child, and relationship quality were significantly related to higher levels of life satisfaction. In contrast, the parent's daily interference, daily conflicts, and anticipation of future care of parents were related to lower levels of life satisfaction. Second, the characteristics that were positively associated with the parent's life satisfaction were the parent's instrumental support, relationship quality, the coresident child's daily interference, positive perceptions of intergenerational coresidence, and expectation of future care of parents. In contrast, the parent's financial support, daily conflicts with the child, and taking intergenerational coresidence for granted were negatively related to the parent's life satisfaction. This study advances our understanding of coresidence between unmarried children in established adulthood and their older parents by focusing on the multiple aspects of intergenerational coresidence.

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8아동의 학업스트레스, 그릿, 집행기능 곤란 및 미디어기기 과의존 간의 구조적 관계

저자 : 공영숙 ( Youngsook Kong ) , 임지영 ( Jiyoung Lim )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 387-400 (14 pages)

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This study examined the structural relationship between children's academic stress, grit, executive function difficulty, and media device addiction. Data on 1,132 children and their mothers from the 11th (2018)Panel Study on Korean Children were used for the study. Data were collected by Academic Stress Scale, Grit Scale-Children, Child-Adolescent Self-reported Executive Function Difficulty Screening Questionnaire, and K-Internet Addiction Scale. Data were analyzed using SPSS 25.0 and AMOS 23.0 program with Pearson correlation, structural equation model and bootstrapping. The main results were as follows. 1) Children's academic stress had a negative influence on their grit. 2) Children's grit had a negative influence on their executive function difficulty and media device addiction. 3) Children's executive function difficulty had a positive influence on their media device addiction. 4) The relationship between children's academic stress and media device addiction was mediated by their grit and executive function difficulty. This study is significant in the sense that it found protective factors and risk factors for children's addiction to media devices. We suggest that children's grit be improved, and their academic stress and executive function difficulty be reduced to prevent and mediate children's media device addiction.

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9실천적 문제 중심 가정과 수업이 중학생의 창의성에 미치는 효과 : '의복 관리와 재활용' 내용 요소를 중심으로

저자 : 배자영 ( Ja-young Bae ) , 심현섭 ( Huen-sup Shim ) , 채정현 ( Jung-hyun Chae )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 401-418 (18 pages)

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The purpose of this study was to test the effects of Practical Problem-Based Home Economics Instruction (PPBHEI) on middle school students' creativity, focusing on the content on “clothing management and recycling.” This study carried out quasi-experimental research with an independent variable of PPBHEI and a dependent variable of creativity. The experiment was based on a sample of 62 (31 in each group) second grade students in the Cheongju area over four class hours. ANCOVA was performed to examine pre-test and posttest differences between the experimental group and the control group. The results showed that PPBHEI did not improve the level of creativity but improved the level of creative motivation among the sub-elements of creativity (creative thinking, creative tendency, creative motivation). In particular, PPBHEI improved the level of independence in creative tendency, intrinsic motivation, and diligence in creative motivation. From the results of this study, it can be concluded that PPBHEI is effective in improving independence, intrinsic motivation, and diligence in respect of middle school students'creativity.

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10중국 진출 한국 패션 브랜드의 CSR 적합성이 소비자 만족 및 브랜드 태도에 미치는 영향과 자민족 중심주의의 조절효과

저자 : 장예월 ( Ruiyue Zhang ) , 신은정 ( Eun Jung Shin ) , 고애란 ( Ae-ran Koh )

발행기관 : 대한가정학회 간행물 : Family and Environment Research 59권 3호 발행 연도 : 2021 페이지 : pp. 419-432 (14 pages)

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To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

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