• The Journal of Society for e-Business Studies
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• v.25 no.2
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• pp.65-98
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• 2020

The adoption of artificial intelligence technology is continuously increasing in online stores. However, there have been no empirical studies that examine whether each of the artificial intelligence functions affects consumers' continuance intent to shop online. This study aims to understand the effect of the main function of artificial intelligence on the continuance intention of online store via empirical analysis. In particular, we focus on how artificial intelligence as a resource affects the heterogeneity of online stores in terms of resource-based views. We also analyzed the mediating effect of online store's image (product and service) between artificial intelligence (AI) functions and continuance intention. The results suggest that the presence of AI function on online stores positively influence the continuance intention from the resource-based perspective. Furthermore, it was found that AI technology positively affects the image of a product and service. We also found that there was a difference in the way of influencing the intention to use online stores by AI functions.

• Journal of the Korea Society of Computer and Information
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• v.15 no.7
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• pp.125-134
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• 2010

Importance of online community has been increased and also online community has been used as an important marketing tool. The purposes of this study are to construct an instrument to evaluate service quality of online community service and have a further discussion of the relationship between service quality dimensions, customer satisfaction, intention to move. According to our findings, among the determinants of service quality, empathy strongly influences both of consumer satisfaction and intention to move. The determinants of service quality which positively influences consumer satisfaction are empathy, tangibles and responsiveness. Empathy and assurance negatively influence intention to move. This means that the service quality of online community affects customer retention. Also, understanding and reflecting customer needs are more important.

• Proceedings of the Korean Society of Computer Information Conference
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• 2010.07a
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• pp.471-474
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• 2010

본 연구는 비동시적 온라인 토론 환경에서 학습자의 참여에 영향을 미치는 요인들간의 관계를 보다 포괄적으로 규명하기 위한 기초 연구로 수행되었다. 이를 위해 온라인 토론과 관련된 선행연구 분석을 통해 교수학습설계요인, 동기적 요인, 사회-정서적 요인을 영향요인으로 도출하였으며, 영향요인들과 학습자의 인지적 참여(과정)와 학습(결과)간의 구조적 관계를 나타내는 이론적 연구모형을 제안하였다.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.235-244
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• 2009

The object of this research is to analyze the impact of the four dimensions of on-line game attributes, challenge, social interaction, entertainment and actuality, on customer satisfaction and loyalty. At the same time, mediating effects of switching barriers, such as switching cost and attractiveness of alternatives on the relationships between customer satisfaction and customer loyalty are also analyzed. The results showed that the challenge, social interaction, entertainment had significant effects on customer satisfaction. Customer satisfaction also effected customer loyalty. Another important result is that switching cost and attractiveness of alternatives played an intermediating role between customer satisfaction and customer loyalty.

• Journal of the Korea Convergence Society
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• v.11 no.9
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• pp.367-374
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• 2020

This study aimed to determine factors affecting attitudes and digital literacy toward online learning of nurses. A cross-sectional study was conducted from 190 nurses working in hospitals. The factors influencing the online learning attitude were gender, working hospital size, and perceptions of internet usefulness and importance, and the factors influencing digital literacy were age, working position, perceptions of internet usefulness and importance, and attitudes toward online learning. Online learning and educational development of nursing could be explained in the context of rapidly evolving information and communication technologies, and it is necessary to consider learner factors such as attitudes and digital literacy toward online learning.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.113-127
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• 2021

This study classifies review attributes into ratings, number of comments and image information in online shopping mall to verify their impact on brand attitude and purchase decision and e-WOM intention. Use SPSS 23.0 for frequency analysis, factor analysis and regression analysis. The results showed that review attributes have a positive effect on brand attitudes, purchase decision and e-WOM intention, but the number of comments has not affect on purchase decision. Brand attitude has a positive effect on purchase decision and e-WOM intention. Brand attitude has media effect in the relationship between ratings, image information and purchase decision, and in the relationship between review attributes and e-WOM intention. As these results, consumers don't always like to have a lot of comments. and should allow to focus on high ratings and photo reviews as much as possible when writing reviews.

• 한국IT서비스학회:학술대회논문집
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• 2010.05a
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• pp.279-284
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• 2010

최근 온라인 브랜드에 대한 연구들이 많이 등장하고 있으나 온라인 영역에서 브랜드 개성(Brand Personality)과 로열티(Brand Loyalty)간의 관계에 대한 연구는 많지 않다. 본 연구는 온라인 영역에서의 개성과 자아이미지(Self-Image) 그리고 로열티간의 관계를 밝히기 위해 시도되었다. 이를 위해 절대차이모델(Absolute Difference Model)을 적용하여 온라인 브랜드 개성과 자아이미지와의 일치성 지수를 도출하고, 온라인 브랜드 로열티에 미치는 영향을 확인하였다. 연구결과 브랜드 개성의 진실, 최신, 유능성 차원이 온라인 브랜드 로열티에 영향을 미치는 것을 발견하였다. 이러한 결과는 온라인 브랜드의 로열티를 높이기 위해서 는 자아이미지와 브랜드 개성 차원이 일치하는 타겟집단의 선정과 브랜드 이미지 개발이 필요함을 시사하고 있다. 본 연구의 결과는 브랜드 개성을 활용한 온라인 브랜드 차별화 전략과 마케팅 커뮤니케이션 전략을 수립하는데 유용할 것이다.

• Journal of Digital Convergence
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• v.14 no.1
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• pp.387-398
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• 2016

The market size of online games has been rapidly growing as well as the behaviors of online gaming users have been changed. Online games are different from the traditional video games, because they permit players to interact each other during playing games. Today online gaming is a part of everyday life and social interaction has an impact on online gaming behaviors. Social interaction does not only have a positive impact on online game behaviors, but it also has a negative impact on them such as excessive online game usage. Previous research has a limitation to consider social interaction as a comprehensive concept. In order to fill the gap, we explore the factors of social interaction influencing on excessive online game usage. After reviewing previous literature, this study chooses three factors of social interaction such as escaping loneliness, expanding online social bridging capital, and reinforcing offline social bonding capital. The findings show that all of three factors of social interaction positively affect the excessive online game usage.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.341-347
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• 2009

In this research, the object is to analysis the impact of the four dimensions of on-line game attributes, challenge, social interaction, entertainment and actuality, on customer satisfaction and loyalty. At the same time as mediating factors of relationship between customer satisfaction and customer loyalty, switching barriers, such as switching cost and attractiveness of alternatives are also analyzed. The results show that the challenge, social interaction, entertainment have significant effect on customer satisfaction. Customer satisfaction also effects customer loyalty. Another important result is, switching cost and attractiveness of alternatives take an intermediation role between customer satisfaction and customer loyalty.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.149-156
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• 2020

This study investigated the key factors affecting online relational intimacy in the context of SNS. Based on the use and gratification theory, self-presentation, relationship formation and information searching were identified as the main needs of SNS usage. These needs were expected to influence online relational intimacy through user satisfaction, subjective well-being, and disclosing information behaviors. The theoretical framework was validated by a longitudinal method. Hypotheses were tested by using the partial least squares to data from 199 Facebook users. Self-presentation and information searching had a significant impact on both user satisfaction and subjective well-being. However, relationship formation did not significantly affect both user satisfaction and subjective well-being. User satisfaction had a significant direct effect only on online relational intimacy. Subjective well-beings played a significant role in enhancing both disclosing information behaviors and online relational intimacy. Finally, it has been found that disclosing information behaviors are a key factor in enhancing online relational intimacy. The results of this study are expected to provide academic and practical implications for the key antecedents of online relational intimacy.