Earticle

통합적 마케팅커뮤니케이션 전략을 수행하는 데에 있어서 다양한 커뮤니케이션 접점들의 역할을 이해하는 것은 매우 중요하다. 구체적으로 어떤 접점이 인지적, 감정적 또는 행동적 차원에서 더 효과가 있는지에 대한 검증은 IMC 전략의 수립 및 집행에 있어서 꼭 필요한 자료가 될 것이다. 이러한 문제의식에서 출발한 본 연구는 모두 15개의 주요 접점에 대한 인지적, 감정적, 행동적 차원에 대한 커뮤니케이션 효과를 검증하였다. 또한, 그러한 효과에 영향을 미칠 것으로 예상되는 소비자의 특성들 중 사전지식과 관여도의 역할을 검증하였다. 두 개의 제품군-패션의류와 스킨케어 화장품-을 대상으로 실시된 설문에서 5가지의 주요 접점군의 차이는 대체로 유의미하게 나타났다. 이성적 의사결정이 주로 이루어지는 제품군에서는 매스미디어보 다는 인다이렉트, 원투원, 온라인 등 맞춤화될 수 있고 풍부한 정보를 얻을 수 있는 접점들의 효과가 높게 나타났다. 반면에 감성적 의사결정이 주로 이루어지는 제품군의 경우에는 비교적 매스미디어의 효과가 일정 수준 이상으로 유지되는 것을 알 수 있었다. 이러한 효과의 차이는 관여도 및 사전지식의 정도에 따라 다르게 나타난다는 것도 검증되었다. 보다 다양한 소비자 관련 변인과 제품군들을 대상으로 한 후속 연구에의 제언을 포함하였다.

It is critical to understand the role of various communication contact points in pursuing integrated marketing communication strategy. Specifically, the effectiveness of contact points can vary by various dimensions of communication objectives including cognitive, affective, and behavioral dimensions. Based on this issue, the current study examined the multi-dimensional effects of 15 major contact points. Additionally, the role of consumer characteristics such as prior knowledge and involvement in the effectiveness were examined. Five major groups of contact points showed different effects in the result of the survey with two contrasting product categories-fashion apparel and skin-care cosmetic products in general. Briefly, indirect, one-to-one, and online media were more effective than mass media in the skin-care product, especially for their abilities to provide sufficient information. On the other hand, for the fashion apparel product category, the mass media was relatively effective in various dimensions. The effectiveness of contact points were also varied by consumer’s prior knowledge and involvement. Some suggestions for further studies were presented.

본 논문은 2005년 7월 27일 제주에서 주민투표로 실시한 ‘행정계층구조개편안’ 과 관련하여 지역 언론의 보도가 주민투표 결과와 유권자의 태도에 어떠한 영향을 미쳤는가에 대하여 살펴보았다. 이를 위해 본 논문에서는 성별, 연령별, 지역별 인구분포특성을 고려한 규모할당표집방법(proportionate quota sampling)으로 제주지역 유권자 600여 명을 설문조사하였다. 분석 결과, 미디어 이용수준이 투표행위에 직접적인 영향을 미친다는 결과는 나타나지 않았다. 다만, 신문의 적극적 이용의 경우가 투표행위에 긍정적인 영향을 미치는 것으로 나타났다. 한편 미디어 이용자가 언론의 ‘혁신안(革新案)’ 보도내용에 대하여 긍정적일수록 투표행위가 높게 나타났으며, ‘점진안(漸進案)’ 보도에 대하여 긍정적 일수록 투표행위는 낮게 집계되었다. 이는 미디어 이용수준 자체 보다는 보도내용 즉 정책속성에 대한 수용자의 평가적 태도가 투표행위에 직접적 영향을 미치고 있음을 보여 주는 것이다. 다른 하나는, 미디어의 적극적 이용은 혁신안과 점진안 중 혁신안 평가에 긍정적인 영향을 미쳤으며, 혁신안에 대한 긍정적 평가는 결국 혁신안 지지로 이어지는 것으로 밝혀졌다. 이러한 결과는 커뮤니케이션 효과가 인지적-정서적-행동적 변화 즉 계층적으로 일어나고 있다는 기존의 연구 결과를 재차 확인한 것으로, 이번 연구가 미디어 이용에 따른 유권자의 투표 행위와 수용자의 태도변화를 포착하는 데 일조하였다고 할 수 있다.

This thesis addresses the effects of local media coverage on the cognitive attitudes of voters and voting results in the local referendum on the ‘Administrative Tier System Reform Initiative’ held in Cheju Province on July 27, 2005. To this end, it surveyed about 600 eligible voters in Cheju Province, adopting the proportionate quota sampling, a sampling method that properly represents the characteristics in the voters’ distribution by sex, age and region. Analysis shows that the level of voters’ media use has no direct effects on their voting behavior. Voters’ active use of newspapers, however, has positive effects on their voting behavior. In addition, analysis shows that while media users in more favor of the media reports on an ‘innovative initiative’ are likely to show more participative voting behavior, those in more favor of the media reports on an ‘incremental initiative’ are likely to show less participative voting behavior. This result proves that evaluative attitude of media audience to policy attributes, i.e. content of media reports, more directly affects their voting behavior than their level of media use per se. Finally, it is shown that active use of media has more positive effects on their evaluation of innovative initiative and, in turn, positive appraisal of innovative initiative results in support of it. All of these results reaffirm the result from a number of previous researches that communication effects arise hierarchically along a series of cognitive‐emotional‐behavioral changes, and it may be said that this study captures the course of media audience’s changes in their cognition and attitude.

Purpose : This study identifies the effects of the educational leadership of nursing unit managers on team effectiveness and the mediating effects of organizational communication satisfaction; it highlights the importance of educational leadership and organizational communication and provides the data needed to enhance the education capacity of managers. Methods : The participants were 216 nurses working at unit with nursing unit managers of staff nurses at a tertiary hospital located in Cheongju city, South Korea, and nurses who had worked for more than 6 months at the same unit. This study was conducted using questionnaires on educational leadership, team effectiveness, and organizational communication satisfaction. Data analysis was performed with a t test, analysis of variance, Scheffe test, Pearson's correlation coefficient, and simple and multiple regression analyses using SPSS, version 23.0. Mediation analysis was tested using Baron and Kenny's regression analysis and a Sobel test. Results : The mean score for the educational leadership of nursing unit managers was 3.74 (±0.68); for organizational communication satisfaction, 3.14 (±0.51); and for team effectiveness, 3.52 (±0.49). Educational leadership was significantly positively correlated with team effectiveness and organizational communication satisfaction. Organizational communication satisfaction demonstrated a complete mediating effect on the relationship between educational leadership and team effectiveness (β = .61, p < .001) and was significant (Sobel test; Z = 7.40, p < .001). Conclusion : The results indicate that the educational leadership of nursing unit managers increases communication satisfaction among nurses; this supports the idea that educational leadership can contribute to team effectiveness. This suggests that the educational leadership and communication capacity of nursing unit managers must be improved to enhance the performance of nursing organizations.

Purpose: This study aimed to develop and evaluate the effectiveness of a therapeutic communication program based on King’s goal attainment theory, specifically designed for nurses providing care to patients with hematological oncology in a tertiary hospital setting. Methods: A non-equivalent control group design was employed, involving 59 nurses (intervention group: 29, control group: 30) with experience in hematological cancer care. The therapeutic communication program, developed according to the theoretical constructs of King’s theory, consisted of eight weekly sessions. Outcome variables included problem-solving ability, communication self-efficacy, and interaction satisfaction. The effects of the intervention were analyzed using the independent- and paired-samples t-test as well as a Wilcoxon signed-rank test. Results: In between-group comparisons of pre?post changes, communication self-efficacy increased significantly more in the intervention group than in the control group (p=.027). However, no significant between-group differences were found for problem-solving ability or interaction satisfaction. These findings suggest that the program effectively enhances therapeutic communication competencies among nurses in hematological oncology wards. Conclusion: The therapeutic communication program significantly improved problem-solving ability, communication self-efficacy, and interaction satisfaction among nurses in the intervention group within the hematological oncology ward. This theory-based intervention provides an evidence-based framework for strengthening clinical nursing practice and education.

In this study, rumen temperature and environment in estral and non-estral Korean Native breeding cattle were evaluated by using a bolus sensor. Behavioral and physiological changes in study animals were also assessed. To assess the rumen temperature and environment, we inserted bolus sensors into 12 Korean Native cattle with an average age of 35.5 months, then measured temperature and activity within the rumen using the wireless bolus sensor. Drinking, feeding and mounting behavior, and measured vaginal temperature and levels of intravaginal mucus resistance were recorded. We found that cattle in estrus exhibited more acts of mounting (37.4 vs. 0 times/day), increased vaginal temperature (39.0℃ vs. 38.4℃), and decreased vaginal mucus resistance (136.3 Ω vs 197.4 Ω), compared with non-estral animals. Furthermore, increased levels of rumen activity were most significant in estrus cattle at the highest activity levels (p < 0.01). Overall, the estrus group exhibited increased rumen temperature (p = 0.01), compared with the non-estrus group. In conclusion, the results of this study not only provide basic physiological data related to estrus in improved Korean Native breeding cattle, but also suggest that monitoring of rumen temperature and activity might be used as an effective smart device for estrus detection.

This study compared attitudes toward mobile phone advertising among college students in South Korea and the United States. This study also determines attitudes, uses and buying behaviors related to mobile phone advertising in South Korea and the United States. To analyze the effect of advertising on mobile phones, this study hypothesizes that the level of exposure to mobile phone advertising messages will affect attitudes toward mobile phone advertising messages, and mobile phone users’ attitudes toward mobile phone advertising messages will affect their buying behaviors. This research surveyed a total of 253 college students, 144 participants from South Korea and 109 participants from the United States. By comparing respondents in South Korea and the United States, this study found that both countries have differences in the frequency of mobile phone use, the level of exposure to advertising messages, attitudes toward advertising messages, and buying behavior based on mobile phone advertising messages.

Purpose The incidence and prevalence of neurodevelopmental disorders have rapidly increased, indicating an urgent need for assistance through parenting interventions. This study aimed to evaluate the effects of a sociodrama-based communication enhancement program on mothers of children with neurodevelopmental disorders. Method A non-randomized controlled experimental study design was employed. The experimental and control groups had 16 and 18 participants, respectively. The once-a-week six-session intervention was conducted from September to November 2017, in South Korea. The effects of group, time, and group-by-time interactions among the groups were verified using generalized estimating equations with an autoregressive correlation structure. Results There was a significant decrease in the parenting burden, alongside a significant improvement in parent-child communication and parenting competence in the experimental group compared to the control group. Conclusion The sociodrama-based communication enhancement program was found to positively influence the parenting burden, communication, and parenting competence of mothers of children with neurodevelopmental disorders. These findings suggest that sociodrama-based programs may be an effective intervention strategy for parents of children with neurodevelopmental disorders. The sociodrama-based communication enhancement program can be applied to decrease parenting burden and improve parent-child communication and parenting competence. Through continuous parenting interventions, an improvement in expressive language and an increase in the attachment behaviors of children with neurodevelopmental disabilities could be expected.

본 연구는 종합병원 간호사를 대상으로 의사소통능력이 간호업무성과에 미치는 영향을 확인하고자 수행되었다. 연구 대상은 2024년 12월 15일부터 30일까지 K시에 위치한 2개 종합병원에서 근무하는 간호사 217명이었으며, 자료는 자기기입식 설문지를 통해 수집되었다. 수집된 자료는 SPSS 26.0 프로그 램을 이용하여 분석하였다. 연구 결과, 의사소통능력과 간호업무성과의 평균 점수는 각각 3.57점과 3.82 점으로 나타났다. 두 변수 간에는 유의한 정적 상관관계가 확인되었다(r = .53, p < .001). 간호업무성과는 개인적 특성과 직무 관련 특성에 따라 유의한 차이를 보였다. 다중회귀분석 결과, 수간호사 이상 직위, 임상경력, 의사소통능력이 간호업무성과에 유의한 영향을 미치는 요인으로 나타났으며, 이들 변수는 간호업무성과 변량의 39%를 설명하였다. 본 연구 결과를 통해 종합병원 간호업무성과 향상을 위해 간호사의 의사소통능력 강화와 경력 개발, 근무환경에 대한 체계적인 지원의 중요성이 확인되었다.

This study examined the effects of communication competence on nursing job performance among nurses working in general hospitals. Data were collected from 217 nurses at two general hospitals in K city between December 15 and 30, 2024, using a selfadministered questionnaire and analyzed with SPSS version 26.0. The mean scores for communication competence and nursing job performance were 3.57 and 3.82, respectively, and a significant positive correlation was found between the two variables (r= .53, p <.001). Nursing job performance differed significantly according to individual and jobrelated characteristics. Multiple regression analysis showed that holding a position of charge nurse or higher, greater clinical experience, and higher communication competence had significant effects on nursing job performance, explaining 39% of the variance. These results highlight the importance of enhancing nurses’ communication competence and supporting career development and work environments to improve nursing job performance in general hospitals.

목적: 본 연구에서는 피부관리실 이용 고객의 피부관리사와의 커뮤니케이션이 고객만족 및 재이용 의도에 어떠한 영향을 미치는지 살펴보고자 하였다. 이를 통해 피부관리사와 고객과의 커뮤니케이션 향상을 위한 기초정보를 제시하고, 피부관리샵의 고객 유지 및 확보를 위한 경영 전략 및 피부관리사의 역량 강화 방안을 모색하고자 하였다. 방법: 본 연구는 서울 및 경기 지역 소재 피부관리샵을 이용하는 고객을 대상으로 설문조사를 실시하였다. 수집한 자료는 SPSS 25.0 프로그램을 이용하여 빈도분석, One-way ANOVA(일원변량분석), t-test(검증), Regression(회귀분석)을 실시하였다. 결과: 첫째, 남자가 여자보다 피부관리사와의 커뮤니케이션과 고객만족, 재이용 의도가 높게 나타났다. 둘째, 커뮤니케이션 중 신뢰적인 능력과 관계적인 능력, 행동적인 능력이 높을수록 고객만족이 높은 것으로 나타났다. 셋째, 커뮤니케이션 중 신뢰적인 능력과 관계적인 능력, 행동적인 능력이 높을수록 재이용 의도가 높은 것으로 나타났다. 넷째, 고객만족이 높을수록 재이용 의도가 높은 것으로 나타났다. 결론: 본 연구에서는 피부관리실 이용고객들이 피부관리사와의 커뮤니케이션이 높을수록 고객만족과 재이용 의도가 높은 것으로 밝혀졌다. 본 연구결과를 볼 때, 피부관리사와 고객의 커뮤니케이션을 향상시키기 위해서는 피부관리사를 위한 정기적인 연수 프로그램 개발 및 제공이 이루어져야 할 것이다. 본 연구는 피부관리 서비스품질 향상을 통해 고객 만족을 높이고, 피부관리샵의 재이용으로 연결되는 다양한 요인 중 피부관리사와 고객 간의 커뮤니케이션의 중요성을 실증적으로 규명하였다는 점에서 의의를 지닌다.

Purpose: This study aimed to assess the relationship between customer satisfaction and intention to reuse the service by investigating how communication between customers and estheticians at skin care centers influences satisfaction and reuse intention. In addition, this study aimed to provide basic information for improving communication between estheticians and customers and to explore ways to strengthen the competencies of estheticians. Methods: A survey was conducted on customers visiting skin care centers in Seoul and Gyeonggi Province. The collected data were analyzed using the Statistical Package for the Social Sciences 25.0, including frequency analysis, one-way analysis of variance, t-tests, and regression analysis. Results: The results showed that male customers were more likely than female customers to actively communicate with estheticians, report higher customer satisfaction, and demonstrate stronger intentions to reuse the service. In addition, higher levels of trustworthiness, relational competence, and behavioral competence in communication were positively associated with customer satisfaction and reuse intentions. Furthermore, higher customer satisfaction was significantly associated with stronger reuse intentions. Conclusion: This study demonstrated that effective communication between estheticians and customers enhances customer satisfaction and increases customers’ intention to reuse skin care centers. These findings suggest that regular communication training programs for estheticians should be developed and implemented to improve communication between estheticians and customers.

目的: 本研究旨在探讨皮肤护理中心顾客与美容师之间的沟通如何影响顾客满意度和再利用意愿，并分析顾客满 意度与再利用意愿之间的关系。此外，本研究还旨在为改善美容师与顾客之间的沟通提供基础资料，并探索提 升美容师专业能力的途径。方法: 以首尔市及京畿道地区皮肤护理中心的顾客为研究对象进行问卷调查。采用社 会科学统计软件(SPSS)25.0对收集的数据进行分析，包括频数分析、单因素方差分析、t 检验及回归分析。结果: 研究结果显示，男性顾客较女性顾客更积极地与美容师进行沟通，其顾客满意度和再利用意愿也更高。此外， 沟通中的可信度、关系能力和行为能力越高，顾客满意度和再利用意愿也越高。进一步分析发现，顾客满意度 越高，其再利用意愿越强。结论: 本研究证实，美容师与顾客之间有效的沟通能够提高顾客满意度，并增强顾客 再次利用皮肤护理中心服务的意愿。因此，有必要开发并实施针对美容师的定期沟通培训项目，以促进美容师 与顾客之间的有效沟通。

목적: 본 연구는 미용서비스제공자의 비언어적 커뮤니케이션 요인이 고객만족과 충성의도에 미치는 영향을 분석해보고자 하였 다. 방법: 본 연구의 조사대상자는 수도권 미용실을 이용하고 있는 20대 고객을 대상으로 설문조사를 시행하였으며, 회수된 설문지 275부 가운데 연구에 부적합한 응답을 제외하고 270부를 실증분석에 활용하였다. 본 연구는 미용서비스제공자의 비언어적 커뮤니 케이션 요인이 고객만족과 충성의도에 미치는 영향을 규명하기 위해 Statistical Package for the Social Sciences (SPSS 25.0) 프로 그램 분석을 실시하였다. 결과: 미용서비스제공자의 비언어적 커뮤니케이션 요인 중에서 신체언어, 공간언어, 청각언어는 고객만 족과 충성의도에 긍정적인 영향을 미치는 것으로 검증되었다. 또한 비언어적 커뮤니케이션과 충성의도 간의 관계에서 고객만족은 매개효과가 있는 것으로 분석되었다. 결론: 본 연구는 미용서비스제공자의 비언어적 커뮤니케이션 요인이 고객만족과 충성의도에 중요한 역할을 하며, 뷰티 산업에서 서비스품질을 향상시키는데 실무적인 시사점을 제시하였다.

Purpose: This study examines how nonverbal communication factors of beauty service providers influence customer satisfaction and loyalty intentions. Methods: A survey was conducted with 270 valid responses from customers in their 20s who used beauty salons in the Seoul metropolitan area. Data were analyzed using SPSS 25.0 to assess the effects of nonverbal communication on customer satisfaction and loyalty. Results: The results indicate that body language, spatial language, and auditory language significantly and positively affect satisfaction and loyalty. Furthermore, customer satisfaction was found to mediate the relationship between nonverbal communication and loyalty intention. Conclusion: These findings highlight the crucial role of nonverbal communication in shaping customer experiences and loyalty, offering practical implications for enhancing service quality in the beauty industry.

目的: 本研究探讨美容服务提供者的非语言沟通因素如何影响顾客满意度和忠诚度意向。方法: 对首尔特别市20 多岁、使用美容院的顾客进行问卷调查，共获得270份有效回复。使用SPSS 25.0对数据进行分析，评估非语言 沟通对顾客满意度和忠诚度的影响。结果: 结果表明，肢体语言、空间语言和听觉语言对满意度和忠诚度有显著 的正向影响。此外，还发现顾客满意度在非语言沟通和忠诚度意向之间起着中介作用。结论: 这些发现强调了非 语言沟通在塑造顾客体验和忠诚度方面的重要作用，为提高美容行业的服务质量提供了实际意义。

A new coronavirus, COVID-19, was discovered in Wuhan, China, in December 2019. This new coronavirus spreads like wildfire and becomes a global pandemic. As of October 2021, more than 241 million people are infected, and around 5 million are dead. The pandemic has disrupted our lives and world economies. Different countries have responded to the pandemic in different ways with varying results. While various policies can lead to different results, many factors can affect the spread and severity of the COVID-19 pandemic. This research investigates the effects of Information and Communication Technologies (ICT) and healthcare expenditures on the COVID-19 pandemic.

본 연구는 간호대학생의 공감능력, 의사소통능력, 대인관계능력에 영향을 미치는 요인을 파악하고자 실시하였다. 자료 수집은 C시 지역의 간호대학생 3, 4학년 199명을 대상으로 하였다. 수집된 자료는 SPSS/WIN 20.0 프로그램을 활용하여 분석하였으며, 빈도와 백분율, 평균 및 표준편차를 사용한 기술통계 와 함께, t-검정, 일원분산분석(ANOVA), Pearson 상관계수, 다중회귀분석 등을 실시하였다. 본 연구 결과, 대인관계능력에 유의한 영향을 미치는 요인은 대학생활만족도가 ‘보통’인 경우(β=-.222, p=.005), 건강 상태가 ‘보통’인 경우(β=-.218, p<.001)와‘나쁜’ 경우(β=-.195, p=.002)가 대인관계능력에 부정적인 영향 요인으로 나타났으며, 친구 수가 ‘3-5명’인 경우(β=.158, p=.015)와‘6명 이상’인 경우(β=.237, p=.033), 공감능력(β=.140, p=.009), 의사소통능력(β=.353, p<.001)이 대인관계능력에 긍정적인 영향 요인으로 확인되었으며, 이들 변수들이 대인관계능력을 설명하는 설명력은 44.0%로 나타났다. 이에 따라 대인관계 능력을 증진시키기 위해서는 긍정적인 사고와 적극적인 행동을 바탕으로, 대학생활만족도를 높이고 건강관리 및 교우관계를 향상시킬 수 있도록 개인의 노력과 학교환경 개선이 필요하다.

This study aimed to identify factors influencing empathy, communication skills, and interpersonal relationship competence among nursing students. Data were collected from 199 third- and fourth-year nursing students in City C and analyzed using SPSS/WIN 20.0 with descriptive statistics, Statistical analyses included independent sample t-tests, analysis of variance (ANOVA), Pearson correlation coefficients, and hierarchical multiple regression. The results showed that moderate college life satisfaction (β=-0.22, p=.005), moderate health (β=-0.21, p<.001), and poor health (β=-0.19, p=.002) negatively affected interpersonal competence. In contrast, having 3–5 friends (β=0.15, p=.015), more than 6 friends (β=0.23, p=.033), empathy (β=0.14, p=.009), and communication skills (β=0.35, p<.001) were positive predictors. These variables explained 44.0% of the variance in interpersonal competence. To enhance interpersonal competence, it is necessary to foster positive thinking, improve health and peer relationships, and increase college life satisfaction through personal effort and institutional support.

Despite the increasing collaboration with human and AI to accomplish complex goals as a team, there still remains a research gap about which communication style facilitates team performance and team satisfaction in Human-AI Teaming (HAIT). However, communication styles of AI in human-AI teaming and their impacts on team effectiveness remain understudied. To address this issue, we aim to explore how AI communication style (AICS) and the user’s cognitive elaboration (CE) during the user of AI improve the outcomes of HAIT. Results from a 2 (AICS: social-oriented vs. task-oriented) X 2 (CE: mindful use vs. mindless use) between-subjects experiment with 89 participants show that interacting with social-oriented communication style of AI enhanced anthropomorphism, which led to team viability and team identification. In addition, combination of AICS and CE increased direct request and ultimately increased both team viability and team identification. Our study contributes to chatbot designs in teaming context by providing theoretical and practical implications to design appropriate communication style of AI.

This research examined the mediation effects of knowledge absorptive capacity (KAC) and knowledge management capability (KMC), between information communication technology (ICT) implementation and firm performance. In the past, studies investigated KAC and KMC separately. While studies of KAC focus on the flow of information, those of KMC focus on knowledge creation triggered by innovative information. However, KAC and KMC are not mutually exclusive and as such we investigated them together in this research. We surveyed 126 companies and analyzed hypotheses with LISREL analysis. This research provided empirical support for the Nonaka’s contention that the information processing has a positive effect on knowledge creation. We also found that there is a mediation effect between ICT implementation and firm performance. Not only is there a direct effect of ICT implementation on firm performance, but there is an indirect effect through KAC and KMC. KAC has a positive effect on both KMC and firm performance. However, it has been discovered that while KMC has mediation effect, it is not significant as an independent factor for firm performance.

The purpose of this study was to examine the effects of emotional problems(EB), such as depression and anxiety, on smartphone game addiction(SGA) of elementary school students, and to indentify how parent-child communication(PCC) and ego-resilience(ER) act as multiple mediating factors. A survey was conducted with 572 students at grades 4 to 6 at two elementary schools in a metropolitan area. The survey was constructed to assess the levels of EB, SGA, PCC and ER. The collected data were analyzed using structural equation modeling, and the multi-mediated effect was confirmed via bootstrap analysis. The primary findings are as follows. Firstly, ER of elementary school students was found to escalate their SGA either directly or indirectly. Secondly, both PCC and ER were found to mediate the relationship between EB and SG through a multi-mediation analysis. In the analysis, three significant pathways were identified: 'EB → PCC → SGA', 'EB → ER → SGA', and 'EB → PCC → ER → SGA'. Therefore, it is essential to totally consider emotional problems, familial communication, and ego-concept of elementary school students to prevent or intervene in their smartphone game addiction.

목적: 본 연구는 뷰티서비스 접점직원의 언어적·비언어적 커뮤니케이션이 점포충성도에 미치는 영향을 브랜드이미지의 매개효과 를 중심으로 알아보고자 진행하였다. 방법: 뷰티서비스 접점직원의 언어적·비언어적 커뮤니케이션이 브랜드이미지를 통해 어떠 한 영향을 미치는가를 규명하기 위해 Statistical Package for the Social Sciences (SPSS) 프로그램 분석을 실시하였다. 결과: 뷰티 서비스 접점직원의 언어적·비언어적 커뮤니케이션은 브랜드이미지와 점포충성도에 긍정적인 영향을 미치는 것으로 나타났다. 특 히 뷰티서비스 접점직원의 신체언어와 의사언어는 브랜드이미지를 통해 점포충성도에 유의한 영향을 미치는 것으로 나타났다. 결 론: 뷰티서비스 접점직원의 언어적·비언어적 커뮤니케이션을 고객이 만족할 때 브랜드이미지에 긍정적인 영향을 미치므로 커뮤 니케이션에 대한 교육과 관리가 필요할 것이다. 또한 뷰티서비스 접점직원의 언어적 커뮤니케이션과 신체언어, 의사언어, 외양언어 는 브랜드이미지를 통해 점포충성도에 영향을 주는 요인임을 알 수 있다. 따라서 뷰티서비스 접점직원은 자신감, 단정한 옷차림, 시 선, 표정, 제스처 등에 대한 노력을 기울인다면 브랜드이미지와 점포충성도를 높일 수 있을 것이다

Purpose: This study investigated the effect of salespersons’ verbal and nonverbal communication in beauty-service encounters on customers’ store loyalty, focusing on the mediating effect of brand image. Methods: Analyses were conducted by employing the Statistical Package for the Social Sciences program to investigate how salespersons’ verbal and nonverbal communication in beauty-service encounters affect customers’ store loyalty and brand image. Results: Verbal and nonverbal communication of salespersons in beauty-service encounters were found to positively influence brand image and customers’ store loyalty. In particular, beautyservice salespersons’ kinesics and paralanguage was identified to have a significant effect on store loyalty through brand image. Conclusion: When customers positively perceive beauty-service salespersons’ verbal and nonverbal communication, they will be satisfied with the beauty service; therefore, education and management in verbal and nonverbal communication is required. Accordingly, if beauty-service salespersons make an effort to boost confidence; wear neat and fashionable clothes; and maintain eye contact, positive facial expressions, and gestures, they will increase a store’s brand image and customers’ store loyalty.

目的: 本研究调查了销售人员在美容服务接触中的言语和非言语沟通对顾客商店忠诚度的影响，重点关注品牌形 象的中介作用。方法: 利用社会科学统计包进行分析，调查销售人员在美容服务中的言语和非言语交流如何影响 顾客的商店忠诚度和品牌形象。结果: 发现销售人员在美容服务中的言语和非言语沟通对品牌形象和顾客的商店 忠诚度产生积极影响。特别是，美容服务销售人员的运动学和副语言被认为通过品牌形象对商店忠诚度产生重 大影响。结论: 当顾客积极感知美容服务销售人员的言语和非言语沟通时，他们会对美容服务感到满意；因此， 需要进行语言和非语言交流的教育和管理。因此，如果美容服务销售人员努力增强信心；穿着整洁、时尚的衣 服；并保持眼神交流、积极的面部表情和手势，它们将提高商店的品牌形象和顾客的商店忠诚度。

본 연구의 목적은 비대면 수업을 경험한 간호대학생의 진솔성과 공감이 의사소통능력에 미치는 영 향을 확인하기 위해 시도되었다. 이를 위해 G시에 소재한 대학의 간호학과 학생으로 1년 동안 비대 면 수업을 경험한 2학년 127명을 대상으로 의사소통 능력 관련 변인을 측정하기 위한 서술적 연구를 실시하였다. 자료 수집은 2022년 3월 1일부터 3월 20일까지로 수집된 자료는 SPSS WIN 22.0 프로그 램을 이용하여 분석하였다. 연구결과 의사소통능력은 평균 3.14점으로 진솔성이 높을수록(β=.29, p<.001), 비대면 수업의 전공만족도(β=.16, p=.017), 학업성적(β=.17, p=.022), 사이버 상 상호작용 및 대인관계(β=.14, p=.037)가 좋을수록 높았으며(F=18.51, p<.001), 설명력은 43.5%로 나타났다. 본 연구의 결과를 바탕으로 사이버상공간에서 비대면 수업 상호작용과 대인관계를 경험한 간호대학생 의 의사소통 능력과 진실성을 함양할 수 있는 체계적인 프로그램 개발이 필요하다.

The purposes of this study was to examine the effects of sincerity and empathy on the communication ability of nursing students who experienced non-face-to-face classes. The data was collected by questionnaires from 127 sophomores who attended non-face-to-face classes for one year as nursing students at two universities in G city. The data were analyzed with the SPSS/WIN 22.0 program. The result of the study, the average score of communication ability was 3.14. The higher the sincerity(β=.29, p<.001), the higher the major satisfaction of the non-face-to-face class(β=.16, p=.017), academic performance(β=.17, p=.022), cyber interaction, and interpersonal relationship were higher(β=.14, p=.037), and the explanation power was 43.5%(F=18.51, p<.001). Based on the results of this study, it is necessary to develop a systematic program that can promote communication ability and sincerity of nursing students who have experienced non-face-to-face classes interactions and interpersonal relationships in cyberspace.