• 한국벤처창업학회:학술대회논문집
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• 2022.04a
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• pp.135-139
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• 2022

현재 COVID-19 전염병으로 인해 전 세계적으로 오프라인 상점 대신 소비자는 전자 상거래를 선호하는 추세이다. 이에 실시간 상호작용과 상거래의 통합인 '라이브 커머스'가 각광받고 있다. 국내 라이브 커머스 시장규모가 2023년에는 10조원이 넘어설 것이라는 전망에 비하여 연구가 현저히 적은 실정이다. 이에 본 연구에선 라이브커머스의 가치와 소비자의 동기가 적극적인 소비자 행동인 E-WOM 의도를 어떻게 예측하는지 살펴보았다. 라이브 커머스의 가치로는 쾌락적가치, 실용적가치, 상징적가치와 감정적가치로 분류하였다. 또한 수단-목적사슬 이론 및 이용과 충족 이론을 적용하여 설명하였다. 종속변수인 E-WOM 의도와에 사이에서 라이브커머스의 주역할을 하는 판매자를 매개변수로 설정하였다. 이때 판매자의 상호작용성과 신뢰도로 구분짓고 연구를 설정하였다. 그리고 지각된 위험성을 조절변수로 활용하여 지각된 가치들과 판매자의 사이에서 영향이 있는지 살펴보였다. 본 연구의 설문 응답 대상은 네이버 라이브 커머스 이용 대상자 410명을 대상으로 진행하였다.

• Journal of Korea Technology Innovation Society
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• v.18 no.1
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• pp.176-203
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• 2015

While the importance of adopting cloud computing service has been emerged, comparatively little research has been conducted on examining factors of an individual user's intention to switch toward cloud computing service. Hereafter, this study presents and empirically tests users' intention to switch to cloud computing. Our model posits that the characteristics of cloud computing such as effectiveness, economics, accessability, switching cost, security concern, and satisfaction toward existing IT service to cloud service affect perceived value, which in turn, influences intention to switch. An experimental study using student subjects provided empirical validation for our proposed model. Survey data from 204 respondents was used to test the model using partial least square analysis. As the result of the analysis, five hypotheses out of seven hypotheses were supported. According to our results, among the characteristics of cloud computing, effectiveness, economics, switching cost, and security concern were found to have significant impact on users' intention to switch that mediated by perceived value. Based on our research findings, we hope that this research will stimulate researchers' interest in the emerging area of cloud computing adoption.

• Knowledge Management Research
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• v.23 no.2
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• pp.143-168
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• 2022

Using Herzberg's motive hygiene theory, this study also investigated the influence of motivation factors and hygiene factors on acceptance and resistance of mobile facial recognition payment services, and the influence of consumer innovation as a parameter on acceptance and resistance from motivation factors and hygiene factors. A survey was conducted on Chinese users who had experience using mobile payment services. IBM SPSS Statistics 26 and SmartPLS 3.0 were used for statistical analysis. As a result of the analysis, the motivating factors of mobile facial recognition payment services have a positive (+) impact on acceptance, and there were no significant results on resistance. In addition, hygiene factors have been shown to have negative (-) effects on acceptance and positive (+) effects on resistance. Consumer innovation, which is a parameter in relation to motivation factors and acceptance and resistance, had a partial mediation effect, and a partial mediation effect was also seen in the relationship between hygiene factors and resistance, but no mediation effect was found in the relationship between hygiene factors and acceptance. The motivating factors found through research results such as rapidity, ubiquity, perceived usability, perceived ease of use, privacy concerns, security, status quo inertia, use barriers, and loss avoidance, which are factors of non-contact and hygiene, can be used as basic data for activating mobile facial recognition payment services.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.1-26
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• 2002

The present study examines the role of subjectively perceived factors of the attitude toward web shopping in forming an intention to use a web shopping intention. An integrative research model is presented and tested empirically. It includes the following three aspects of belief in Davis' TAM: perceived usefulness, perceived ease of use, perceived enjoyment. Specially, internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to gain more favorable attitude toward web shopping close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation to general Internet use, and has not yielded evidence of reliability and construct validity. Survey data were collected to develop a reliable operational measure of Internet self-efficacy and to examine its construct validity. Also, much previous research has established that perceived ease of use is an important factor influencing user acceptance and usage behavior of information technologies. However, very little research has been conducted to understand how that perception forms and changes over time. The present study examines that higher internet self-efficacy is more getting favorable web shopping attitude, and web shopping intention as more as usefulness, enjoyment through the internet.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.559-567
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• 2022

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

• Asia Marketing Journal
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• v.10 no.1
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• pp.95-131
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• 2008

This study serves the main research purpose of verifying the hypothetical relationship between antecedent and consequence variables of shopping experience based on the classification system by Schmitt (1999) who dimensionalized experience into five components (sense, feel, think, act, relate). Specifically, the study seeks to fulfill the following three research objectives. First, it substantiates dynamic relationships among the five experiential components comprising the strategic experiential modules that serve as the basis of the theoretical framework of the study. Especially, it focuses on interactive relationships among the experiential components by taking a holistic view of the experience. Second, the study seeks to uncover the effects of pre-experiential antecedents such as shopping motivation and shopping involvement, based on taxonomy of motivation as product-centered vs. experience-centered. Third, the study investigates the effects of shopping experience on intention to revisit with regard to department store, discount store, and Internet shops, based on customers' store experiences. The major findings from this study are as follows: first, the five experiential components were found to have a high level of correlations according to hypothesis verification. Second, shopping motivation was learned to have significant effects on preference toward thinking as well as feeling experiences. That is, product-centered (vs. experience-centered) shopping motivation exerted a greater influence on cognitive (vs. affective experience than affective (vs. cognitive) experience.

• Journal of dental hygiene science
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• v.13 no.3
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• pp.314-320
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• 2013

This study was aimed to investigate the motivators of smoking in 300 subjects using convenient extraction in one hospital. After informed consent, the survey that consisted of general characteristics, health behavior, stage of change, health behavior-related-perceived benefit, health behavior-related-perceived barrier, health behavior-related-family support, oral health behavior, subjective oral health and others was carried out. The smoking rate was higher in case of male (sex), high school graduates (education) and 2~3 million Korean won (KRW) (monthly income). The present smokers responded lower oral health behavior (p<0.001), lower health behavior-related-perceived benefit (p=0.021), higher health behavior- related-perceived barrier (p<0.001) and lower stage of change (p<0.001). The oral health related variables were not influenced by smoking. In logistic regression model, odds ratios in smoking were 0.378 in below average (health behavior-related-perceived barrier), 4.746 in below average (stage of change), 12.743 in male (sex) and 3.271 in 2~3 million KRW (monthly income/standard : over 3 million KRW). It was suggested that oral health related manpower should take account of not only smoking-related oral health but also motivators of smoking as to deliver effective no-smoking program.

• Communications of the Korean Institute of Information Scientists and Engineers
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• v.24 no.3 s.202
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• pp.12-24
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• 2006

서비스 로봇의 지각과 행동에서의 신뢰성은 각 개별 요소기술의 완벽함으로부터 얻어지는 것이 아니라 비록 성능이 불완전한 요소기술들을 사용하더라도 각 요소기술들의 정보를 융합하고 능동적인 행위를 발생시키는 시스템적인 접근방식으로부터 얻어진다. 그러므로 본 연구에서는 자연스러운 HRI 구현을 위하여 "로봇인지 엔진"이라는 독창적인 통합 구조를 제안하였으며, 비동기/병렬 정보처리 구조, 다양한 지각정보들의 융합, 행위 결합을 위한 능동적인 지각정보 수집의 특징을 갖는다.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.51-65
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• 2010

This study attempts to examine how the perception of risk and customer satisfaction influence the intention to recommend when selecting a Korean restaurant. 257 copies of the questionnaire for the Chinese students studying in Daegu and Gyeongsangbuk-do are analyzed. Three hypotheses were established and the results are as follows. First, as a result of difference analysis about perception of risk depending on dining types, there are significant differences in all factors of preception of risk partially. Second, as a result of difference analysis of customer behavior depending on dining types, there are significant differences between revisit intention and recommendation intention, and dining motivation and preferred Korean menu. Third, the effects of 6 factors of perception of risk on customer behavior are analyzed, and there are decreased customer satisfaction as the customers perceive financial and psychological crisis highly.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4296-4302
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• 2013

The objective of this study is to examine the motivation for renaming and the self-perception scale attained after renaming. The survey was conducted targeting 161 individuals across the country from April 1 to May 31, 2013. The analyzing methods include frequency analysis, correlation analysis, t-test, one-way ANOVA analysis and stepwise regression analysis, etc. All of the empirical analysis was verified at the 5% level of significance. According to the result of analysis, the renamed individuals scored higher on the success scale, the emotional scale and the personality scale after renaming. The study found that the individuals, who adopted a new name as per their own desire, scored significantly higher on the self perception scale. The study will serve as a reference material for persons who desire a new name, based on its result that the greatest motivation for renaming is the "desire to have a good name" and that the biggest changes accompanying the new name are the self confidence and satisfaction which have helped the renamed individuals score higher on the self-perception scale after renaming.