• The KIPS Transactions:PartB
• /
• v.19B no.4
• /
• pp.231-236
• /
• 2012

According to consumer behavior theory, human propensity can be divided into two regulatory focus types: promotion and prevention. These two types have much influence on the consumer's decision in many diverse areas. In this research, we apply regulatory focus theory to personalized recommendation to minimize the cold start problem and to improve the performance of recommendation algorithms. To achieve this goal, we extract the consumer behavior variables and information exploration activity index from web shopping logs. We then use them for classifying regulatory focus of the consumer. This research has the contribution to show the possibility of systematization of consumer behavior theory as an interdisciplinary research tool of social science and information technology. Based on this attempt, we will extend the research to IT services adapting theories on other areas.

• Journal of Korea Society of Industrial Information Systems
• /
• v.25 no.6
• /
• pp.85-94
• /
• 2020

The importance of organizational learning is increasing. Drawing on regulatory focus theory and upper echelon theory, this study aims to identify the relationship of the regulatory focus of managers and three aspects of organizational learning, namely breadth, depth, and speed of organizational learning. While identifying the significant influence of promotion focus on the three aspects of organizational learning, we found that the influence of promotion focus of breadth of organizational learning is statistically stronger than that of prevention focus.

• Journal of the Korean Data Analysis Society
• /
• v.20 no.6
• /
• pp.3169-3183
• /
• 2018

Based on the affective event theory, the purpose of the study is to examine the effect of the individual difference regulatory focus on the process in which the work events affect job engagement under organizational circumstances. To this end, 232 financial workers were surveyed on positive events, positive affects, regulatory focus and job engagement. The results of the analysis are as follows. First, the positive events generated positive affects and showed positive influence on job engagement. Second, the effect of positive affects on job engagement has been shown to be discriminatory depending on the level of regulatory focus. The higher the level of promotion focus, the stronger the effect on job engagement of positive affects, and the higher the level of prevention focus, the weaker the effect on job engagement of positive affects. Third, the moderated mediated effect was found to be significant only in the prevention focus. The magnitude of indirect effects on job engagement by positive events was found to be weakened when the prevention focus was high. Finally, the implications and future research issues were discussed.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.12
• /
• pp.8462-8471
• /
• 2015

It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms' performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.

• Journal of Digital Convergence
• /
• v.14 no.3
• /
• pp.445-452
• /
• 2016

The purposes of this study were to examine the two processes of social comparison and self-comparison, and to suggest the applications of social comparison theories and self-comparison theories. For these purposes, social comparison theory, self-evaluation maintenance model, control theory, self-discrepancy theory, regulatory focus theory, and temporal comparison theory were reviewed. The processes of social comparison and self-comparison are different, but both comparisons are similar in that they have some effects on self-evaluation, emotion, motivation and behaviors. Suggestions on education, health, economic justice and interpersonal relationships were discussed.

• Proceedings of the KGS Conference
• /
• 2003.11a
• /
• pp.229-234
• /
• 2003

본 논문에서는 지역발전에 관한 다양한 개념이나 이론들(특히 포드주의적 축적체제 이후에 나타난 새로운 축적체제에 대한 논의로서 정치경제학이나 조절이론과 직, 간접적으로 관련된 개념이나 이론들)을 열거하고 이들을 재검토하고자 한다 (한국공간환경학회,2000; 최병두, 2002). 우선 전통적 지역발전론으로 지역 간 균형상태와 발전단계를 강조하는 주류 이론과 지역 간 불균등발전에 초점을 두고 원인을 규명하고자 하는 정치경제학적 이론을 살펴보고, 다음으로 정치경제학의 연장선상에 있지만 부분적으로 주류 (지역)발전론을 결합시킨 중범위 이론으로서 조절이론 또는 (포스트) 포드주의론에 근거한 지역발전론을 검토할 것이다. (중략)

• Management & Information Systems Review
• /
• v.33 no.5
• /
• pp.213-232
• /
• 2014

Sensitivity to online store stimuli (VMD attributes) and response (online store loyalty) may depend upon consumers' regulatory focus (emotional state). In other words, consumers' sensitivity to online store atmosphere and consequent store loyalty can be influenced by the match between their regulatory focus (promotion focused vs. prevention focused) and the type of the online store VMD benefits Study 1 results indicate consumers have a different evaluation about online store atmosphere depending on their regulatory focus. Promotion-focused consumers were significantly more sensitive to visual appeal and entertainment attributes of online store atmospherics than prevention-focused consumers. Conversely, prevention-focused consumers were significantly more sensitive to security and privacy attributes of online store, than promotion-focused consumers. Study 2 results indicate for promotion-focused shoppers, hedonic value toward online store atmosphere was associated with greater online store loyalty. In contrast, prevention-focused shoppers were influenced more by the utilitarian attributes on online store loyalty than promotion-focused shoppers. The current findings indicate that shoppers with promotion-focused are more easily persuaded by visual and entertainment-oriented online store cues. Conversely, shoppers with prevention-focus are more easily persuaded by safety and privacy-oriented online store cues.

• The Journal of the Korea Contents Association
• /
• v.18 no.1
• /
• pp.607-622
• /
• 2018

In this study, we investigated path that influence task performance through mediation of leader identification, regulatory focus (promotion focus and prevention focus). The results of this study are summarized as follows. First, ethical leadership has a positive effect on leader identification. Second, leader identification has played a crucial role in the relationship between ethical leadership and regulatory focus, and regulatory focus also have an important mediating effect on the relationship between leader identification and task performance. These results show that leader identification, regulatory focus play as an important mediator in relationship between ethical leadership and task performance.

• Journal of Digital Convergence
• /
• v.9 no.4
• /
• pp.143-156
• /
• 2011

To accomplish these purposes, First, this research divided hallmark of the environment friendly agricultural products into organic products and pesticide-free products and participants are classified as having promotion or prevention regulatory focus. In addition, consumer value type is categorized into value of social psychology and functional value. Second, construal level divided into high and low on the relationships between the consumer value and purchase intention. The main factors of the consumer value such as value of social psychology and functional value were found from the previous studies. This study is meaningful that the fit of regulatory focus between hallmark of organic products and pesticide-free products in environment friendly agricultural products. The regulatory relevance could moderate the level of persuasion knowledge activation. Also, This research is meaningful that the fit of construal level theory between Consumer value and purchase intention by person's psychological personality. The construal level relevance could moderate the level of marketing activation.

• Knowledge Management Research
• /
• v.25 no.2
• /
• pp.49-68
• /
• 2024

Increasing concerns regarding personal data privacy have complicated the acquisition of customer data through online marketing. This study investigates factors influencing customers' willingness to disclose information via a generative AI-based chatbot. Drawing on privacy calculus theory and regulatory focus theory, we explore how customer regulatory focus and familiarity with the generative AI-based chatbot shape disclosure intentions. Our study, involving 473 participants, reveals that low familiarity with the chatbot leads individuals with a prevention focus to perceive higher privacy risks and lower perceived usefulness compared to those with a promotion focus. However, with high familiarity, these differences diminish. Moreover, individuals with a promotion focus show a greater inclination to disclose information when familiarity with the generative AI-based chatbot is low, whereas this regulatory focus does not significantly impact disclosure intentions when familiarity is high. Perceived privacy risks mediate these relationships, underscoring the importance of understanding familiarity with the generative AI-based chatbot in facilitating personal information disclosure.