• Asia Marketing Journal
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• v.12 no.3
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• pp.1-24
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• 2010

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use. The research hypotheses are as follows; H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6. Brand identification will have a positive influence on continued usage intention. H7. Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9. Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called "Gifticon". Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.

• Management & Information Systems Review
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• v.34 no.4
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• pp.31-66
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• 2015

The purpose of this research is to examine that internal virtue (i.e. virtue between organizational members) and external virtue (i.e. virtue between organizational members and external members) positively associate with job performance when considering organizational identification, positive work-related identity, affective commitment, emotional exhaustion, and collective self-esteem as mediators. Virtue in organization has received attention as critical attribute of positive organizational scholarship. Cameron(2003) defined the study of virtue as a study of the capacity, attributes, and reserve in organization that facilitates the expression of positive deviance among organization member. In addition, this study contributes to the qualitative investigation on how internal giving virtue (i.e. the employees' virtue for their organization), internal receiving virtue (i.e. virtue employees receive from their organization), external giving virtue (i.e. the organization's virtue for society), and external receiving virtue (i.e. virtue the organization receives from society), used as independent variables, influence job performance after creating research model for the four virtuous behaviors through qualitative research. Therefore, this research contributes to the creation of research model for virtuous behaviors within organizations and virtuous behaviors with external members through qualitative study and sheds light on how these variables influence job performance by virtue of qualitative research.

• Korean journal of communication and information
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• v.73
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• pp.7-34
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• 2015

This study attends to the effects of political entertainment as a newly emerging television genre on citizens' political talk. Particularly, this study suggests audience involvement and political information efficacy as key psychological factors that mediate the relationship between political entertainment and political discussion. More specifically, audience involvement was deemed as a conclusive concept that consists of such sub-dimensions as audience identification and parasocial interaction with program characters and transportation into the messages. Among 317 participants in an online survey, a total of 273 subjects, who had at least some viewing experience with political entertainment TV programs, were included in the final analysis. According to the findings, softer programs that piggyback political information on top of their entertainment content were more likely to increase viewers' identification and transportation. The viewer experience of identification further heightened the level of political information efficacy, which in turn positively contributed to one's willingness to participate in political talk and to hear the other side. It also appeared that political information efficacy significantly mediated the relationship between political entertainment viewing and political talk.

• Journal of International Area Studies (JIAS)
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• v.12 no.4
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• pp.395-420
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• 2009

Academic discourses on Swahili identity have been focused on either its Bantu or Arabic-originated theories. Both theories, nevertheless, have a common feature: a unilineal origin of Swahili identity. This paper questions on this Swahili identity and argues that Swahili identity has been developed through historical experience and discourses. For this, the paper utilizes Barth's theory of situationalism. Barth(1998(1969)) suggests that maintaining an ethnic identity is a personal or group choice out of multiple layers of social identities according to his or their social environments. Tanzanian Swahili identity is a good case for this analysis. Based on fieldwork conducted at Magomeni and Msasani in Dar es Salaam, a capital of Tanzania, the paper shows that residents in both areas hold strong Swahili identities although they have different social and historical experience. In case of Magomeni, most of the residents came from Zanzibar, a core Swahili cultural area. They trace their original genealogy from Arabia peninsular. Besides, they argue that they speak a proper kiSwahili(Swahili language) distinguishable from inland kiSwahili. On the contrary, residents of Msasani show variety of ethnic identities, far from a proper Swahili. They have adapted Swahili identities since the independence of Tanzania. With the help of strong socialist policies, including a language policy, most of Tanzanian ethnic groups have ignored their own identities and accommodated a national identity, Tanzanian(waTanzania) or Swahili people(waSwahili). Makonde immigrants from Mozambique who consists the majority of residents in Msasani also easily accommodate Swahili identity in the course. Therefore, Makonde have began to rebirth as waSwahili by claiming that they are living in Tanzania and speak kiSwahili as a mother tongue.

• Cross-Cultural Studies
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• v.46
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• pp.43-61
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• 2017

This essay interprets envy not as a form of conventional conflict between women but as a type of common response of self-preservation focused on envy represented in the American film, Single White Female, and the Korean film, Female Teacher. Although envy is traditionally classified as a feminine emotion, it is an innate human emotion regardless of gender identity. Especially in the competitive era of neo-liberalism, we recognize only its negative side while overlooking its positive side as envy originates from comparison with others. Hedy's mimicking of Allie in Single White Female is not the same as idealized identification because her envy is aggressive and a self-assertive response while transforming Allie's identity. Likewise, envy of a protagonist in Female Teacher triggers an action of self-preservation against irrational social and personal inequality. Accordingly, a type of resistant and critical power resides in envy between women in these films. Therefore, proper recognition of repressed envy is required in order to prevent its transition towards a violent outcome.

• The Journal of Society for e-Business Studies
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• v.27 no.2
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• pp.79-103
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• 2022

COVID-19 is forcing people to minimize face-to-face networking activities between members of society, and they are increasing their use of online platforms. In particular, interest in the metaverse, a virtual community with enhanced realism, is growing. Specifically, this study suggests a mechanism to improve the intention to continuous use of metaverse users by using the self-determination theory, and confirms that trust between metaverse members moderates the relationship between self-determination and intrinsic motivation. We obtained 353 samples through a questionnaire targeting those who have used metaverse and verified the hypothesis through structural equation modeling. As a result of the analysis, individual self-determination of the metaverse formed intrinsic motivation such as identification and enjoyment, which affected the intention to continue use, and the trust of metaverse members partially moderated the relationship between self-determination and motivation. The result contributes to the sustainability of the metaverse platform by suggesting an approach to users and the environment to improve the intention of continuous use of metaverse.

• Korean Journal of Child Studies
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• v.20 no.2
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• pp.205-223
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• 1999

이 학습은 단기간과 장기간으로 나누어 연구한 화제적인 회상을 중심으로 이야기 구술과 가장놀이의 그 효과들을 탐구하고 논증(Demonstration)하였다. 특별히 이 학습은 어린이들이 가장놀이의 연기와 구술을 하는 동안에 인지변화들을 동일시하고 시험하였다. 교육자들과 연구자들은 제안하기를 놀이와 이야기를 말하는 것은 한 사건의 인지적인 모형으로 유치원 어린이들이 기초적인 기교(Skill)를 배우는 것으로서 상징의 흐름(Stream of Symbolization)안에서 동시에 나타난다고 시사하고 있다. 가장놀이(Pretend Play)는 인지 발달과 사회성 발달 안에서 중요한 영역으로 오랫동안 고려되어져 오기도 했었다. 그런 의미에서 이 학습은 이야기 구술과 가장놀이, 단기간과 장기간의 기억력, encoding and inference 그리고 그것들의 상호관계들에 대한 발달적인 차이들에 초점을 두었다. 그 data에 의하면 화제적인 회상을 효율화하고 있는 가운데서 이야기 말하기와 가장놀이 사이에 유효한 차이가 있었음을 보여주었다. 그 data는 또한 encode에 대한 질문이 inferences의 능력을 초과했다는 것을 지적하기도 했다. 다시 말해서 그 어린이들은 inferences를 만드는 능력이 향상하지 않았음에도 이야기 구술과 가장놀이에 참여할 수 있었다. 이것은 즉 Inferences는 좀더 복잡한 인지 기교들을 요구하고 있었을 뿐, 이야기 구술과 가장놀이의 향상에는 관계하지 않았다는 것을 말해주고 있다. 또한 단기간과 장기간의 조건사이에는 유효한 차이가 있지 않았다.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.270-281
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• 2021

The emergence of social media and technical development of smart phone allows media users to produce, share and spread a variety of contents, which results in a big change in their media usage pattern. Among those changes, the most prominent one is Youtube's powerful growth. Creators' enthusiastic content productions and users' active sharing actions are caused of the growth. Recently, creators give a powerful effect on users as social media influencer, and the practice of influencer marketing has been focused. This current study is examined the effects of parasocial interaction and relationship on brand attitude and purchase intention. Specially, parasical interaction is divided into identification, interest, and experience parasocial interaction, and the divisions of relationship are trustworthy, friendship, understanding, and commitment. As a result, interest and trustworthy are significant predictors of brand attitude. Also, experience parasocial interaction is negative and friendship is positive predictors of purchase intention. Theoretical and practical implication are discussed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.121-132
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• 2015

This study by the authenticity of the CSV in social contribution activities and not giving a positive effect on job satisfaction of employees, as adjusted by the identification variables in the organization that were neglected during the research for the CSV its positive impact on job satisfaction the purpose is to verify whether this study has been carried out by a survey of employees of some medium-sized enterprises and large corporations to small businesses and worker being served on them, social contributions derived for the research activities of public interest and corporate profit activities classified and divided whether the legitimacy of the employees for social contribution activities that are embedded in its base in the perception of moral legitimacy and practical perceived legitimacy of these four variables were presented, and how these variables presented a positive effect on employee job satisfaction, control Job organizational changes saw equate to verify that controls are effective. As a result, first, the authenticity of the CSV is giving a positive effect on the activity of public interest've found that giving a positive effect on the perception of employees and the moral legitimacy, and job satisfaction of employees has showed that it does not affect, whichIt could not be verified because of the moderating effect between job satisfaction and perceived moral legitimacy. Second, CSVDML authenticity showed that a positive effect on the perception of practical legitimacy by giving employees a positive impact on corporate profit activity, which results significantly affected the job satisfaction of employees. And moderator of the organization identified has been proven that there is a moderating effect between job satisfaction and perceived practical justification. In order to improve employee job satisfaction by the public activities through this research, public service activities can be seen that the need for settlement of corporate culture that can impress an astute awareness of the strategic objectives of companies seeking employees.

• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.262-273
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• 2007

The current study sought to acknowledge the female sport fan as a sport marketing segment. In order to do so, female sport consumption motivation was identified and among motivation factors, factors effecting re-attend intention and word of mouth intention according to level of team identification was identified. In order to accomplish the purpose a focus group interview was conducted concerning female sport fans, and a survey took place in Korean Pro-sport event collecting 300 data. Among 300 data 248 data were used for the analysis. Using Lisrel 8.7 and SPSS 15.0 correlation analysis, descriptive analysis, confirmatory factor analysis, and multiple regression analysis was conducted. The results of study are as follows, First, 9 female sport consumption motivation was identified and among these factors, skill, achievement, drama, and escape had a positive effect on re-attend intension. Second, among 9 female sport consumption motivations skill, achievement, and social factor had a positive effect on word of mouth intention. Third, among the motivation factors, factors effecting re-attend intention had difference on the level of team identification. Forth, among the motivation factors, factors effecting word of mouth intention had difference on the level of team identification.