• Journal of Digital Convergence
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• v.14 no.8
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• pp.185-194
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• 2016

Several game developers or publishers adopt open innovation strategies to reduce R&D costs and increase user loyalty about their games. User communities play an important role in increasing users' interests in the game because they can share game information and skills in user communities. In this regard, this study explored key antecedents of game user participation intention in user community. We developed a research model by integrating perceived risk into theory of planned action. The theoretical model was tested by using survey data collected from 110 "Suddenattack" game users. Partial least squares (PLS) was utilized to analysis the research model. The findings of this study indicate that both perceived usefulness and perceived enjoyment play an important role in forming attitude toward community. However, contrast to our expectations, perceived risk has no signifiant effect on perceived usefulness, perceived enjoyment, attitude toward community and participation intention. While attention toward community significantly influences community participation intention, social norms are not significantly related to it. The analysis results help game developers or publishers establish effective strategies and policies to increase user participation intention in user community.

• Management & Information Systems Review
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• v.31 no.4
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• pp.309-337
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• 2012

This study aims to suggest theoretical models and background for the analysis of antecedent factors such as customer satisfaction and repurchasing decision by use of Technology-Based Self-Service (TBSS) delivery service. Specifically, the study have focused on the analysis that after the values of customer satisfaction and repurchasing decision were transformed into the values of Cost-Benefit analysis and then compared with the values of result benefits, process benefits, financial costs and non-financial costs. After analysis, it was found that ordering and delivery service by use of TBSS has a positive influence on customer satisfaction in terms of result benefits, process benefits, time savings and financial cost savings. In addition, it was confirmed that sub-category of customer satisfaction such as overall satisfaction, satisfaction for expectations, satisfaction for ideals has also a positive impact on repurchasing decision. It is expected that the results of this study will help analyze the customer satisfaction and repurchasing decision and provide a practical help for a business.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.139-153
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• 2011

The study is a hotel firm's brand evidence on the switching and relational performance by identifying a causal relationship to the differentiated and competitive was to provide useful information. Units of samples for evidence of brand switching hotels in Seoul participated in surveys customers in 2011, from June 10 to 20 July 2011 for a total of 500 copies for distribution and the Department of dual 408 with SPSS 18.0 and AMOS 18.0 Using factor analysis and reliability verification carried out, and presented research in order to test the hypothesis covariance structure analysis was performed. Analysis, employee services switching barriers and switching costs showed no significant affect. Switching barriers and switching costs, brand name, image congruence transition castle wall and switching costs, alternative attractiveness showed no significant visible results. And perceived price on switching barriers to conversion rates showed was significant affect. Second, switching barriers, switching costs, alternative attractiveness and that the relationship, to help conversion of non-financial performance showed no significant affect. Third, the practitioner services, brand names, images, match the castle there, and non-financial performance of the transition showing a statistically significant result was found.

• Asia Marketing Journal
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• v.2 no.3
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• pp.44-63
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• 2000

경영관리의 초점이 생산중심에서 마케팅중심 그리고 서비스중심으로 급격히 변화하면서 서비스 경쟁이 중요한 생존무기가 되고 있다. 차별화의 수단으로 서비스의 중요성이 강조되면서 여러 가지 서비스 속성 중에서 서비스 품질에 관한 연구가 활발히 진행되어 왔다. 그러나 서비스 품질을 구성하는 차원을 밝히려는 연구는 많았던데 비해 서비스 품질이 소비자의 태도와 재이용 의도에 어떠한 영향을 미치는가에 관한 연구는 거의 이루어지지 않았다. 본 연구에서는 지각된 서비스 품질을 구성하는 여러 차원들이 소비자의 태도에 어떠한 영향을 주며, 태도는 소비자의 재이용 의도에 어떠한 영향을 주는가를 알아보았다. 자료는 소매점 이용자를 대상으로 수집되었으며 소매점 서비스에 관한 인과관계 모형을 통하여 분석되었다. 연구 결과 기능적 품질에 속하는 신뢰성 차원과 기술적 품질에 속하는 유형설비 차원이 소비자의 태도에 긍정적인 영향을 미치는 것으로 나타났다. 기술적 품질로 볼 수 있는 가격(비용) 차원은 예상대로 부정적인 영향을 주는 것으로 나타났다. 반면에 기능적 품질에 속하는 감정배려는 통계적으로 유의적인 영향을 미치지 못하는 것으로 나타났다. 한편 서비스 품질을 통해 형성된 소비자 태도는 소매점 재이용 의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 추가적으로 소매점을 특성에 따라 몇 개의 범주로 분류하고 인과관계 모형의 영향 관계가 어떻게 달라지는가를 분석하였다. 분석결과 대형 할인소매점, 백화점, 주거지역 인근의 소매점들에서 상당한 차이를 발견하였다. 즉, 태도와 재이용 의도 사이의 긍정적인 영향관계는 소매점 유형에 관계없이 나타났으나 태도에 영향을 주는 서비스 품질 차원은 매우 다르게 나타났다. 이는 차별화 지표로 서비스 품질을 사용할 경우에 서비스 관리자들이 어떠한 전략을 선택해야 하는가에 관하여 시사하는 바가 크다. 아울러 동일범주의 서비스 산업이더라도, 서비스의 특성에 따라 서비스 품질을 구성하는 중요한 차원을 규명하기 위한 추가 연구의 필요성을 제기한다.

• 한국벤처창업학회:학술대회논문집
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• 2021.11a
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• pp.189-195
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• 2021

최근 고령화로 인한 수명연장은 노후생활비용 부담의 가중을 통해 고령자들의 노후파산 가능성을 높이는 핵심 위협요인이 되고 있기 때문에 이를 위한 사적자산의 안정적, 장기적인 관리와 증식이 필수적이다. 자산관리 자문/일임 서비스를 이용하는 것은 이를 해결할 수 있는 좋은 대안이지만 과거에는 서비스 이용가능 대상이 대형 금융기관을 거래하는 거액자산가들로 국한되어 있었다. 그런데 최근 기술혁신과 더불어 플랫폼을 기반으로 하는 웰스테크(디지털 자산관리) 서비스가 빠른 속도로 대중화되고 있어, 이를 활용하면 보다 많은 고령자들이 자산관리에 대한 부담을 경감할 수 있을 것으로 예상된다. 본 연구에서는 이런 이유로 최근 주목받는 웰스테크(디지털 자산관리) 자문/일임 서비스에 대한 고령자들의 사용의도에 영향을 미치는 특성 및 요인들을 파악하고자 한다. 이를 위해 기술수용이론 중 소비자가 얻는 혜택과 희생을 모두 고려하는 '가치기반수용모델(Value Based Model)'을 기본 모형으로 하되 웰스테크(디지털 자산관리) 자문/일임서비스의 특성을 고려하여 '가격효용성'을 혜택 요인에 추가하였다. 또한 고령자의 특성을 고려하여 희생 요인에 '인지된 위험'을, 별도의 요인으로 '사회적 영향'을 각각 추가하였다. 예상되는 연구결과로는 지각된 혜택에 해당하는 유용성, 즐거움, 가격효용성은 모두 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상되는 반면, 지각된 희생에 해당하는 기술성과 인지된 위험은 모두 인지된 가치에 유의한 (-)의 영향을 미칠 것으로 예상된다. 또한 추가변수인 사회적 영향은 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상된다.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.203-221
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• 2016

This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops has a positive influence on perceived value. Second, the servicescape of coffee shop has a positive influence on brand attitude. And perceived value of the customer has a positive impact on customer brand attitude. Based on the results, this research has concluded some theoretical suggestions as follows. First, in case of brand coffee shop, it was analyzed that the attractions of interior design color, floor and wall interior, and structure has influenced on the differentiated values of customers. Also, the accessability shows that the brand coffee shops with parking facilities along with the convenience provided by the off-site facilities make customers highly recognize the brand values. In addition, the results found that the factor of service condition becomes a determining factor. Thus, current study will contribute to consider the various elements of service scape when new business develop as well as redesign the previous stores.

• The Journal of Society for e-Business Studies
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• v.20 no.1
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• pp.117-135
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• 2015

Mobile wallet that can keep coupons and membership cards for mobile is one of rapidly growing services due to its usability and financial benefit. However, in spite of its rapid growth, the increase of users who do not use continuously it is an important consideration to service providers for making a profit. This study aims to test the effects of factors affecting the continuous use intention of mobile wallet based on VAM (Value-based Adoption Model) which can analyse them in both benefit and sacrifice aspects, so as to suggest considerations to increase the use period of mobile wallet for service providers. The research findings supported the hypotheses regarding to the effects of usefulness, value-expression, perceived security and enjoyment in the benefit aspect and technicality in the sacrifice aspect on perceived value. In addition, the causal path from perceived value to continuous use intention was significant. The study results are expected to be used in marketing or service improvement for short-term users by taking account of emotional factors as well as functional factors.

• Knowledge Management Research
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• v.22 no.4
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• pp.283-301
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• 2021

RPA (Robotic Process Automation) technology has recently been spotlighted to preemptively respond to the 4th industrial revolution without spending a lot of time and money to improve various existing business and IT processes. In this study, variables affecting intention to use RPA technology were representatively identified into three positive factors and three negative factors, and the causal relationship between the effects of these variables on actual RPA acceptance intention was examined. After conducting an email survey for general office workers, structural equation analysis (SEM) was performed using SPSS 27.0 and SmartPLS 3.3.5. The second order factor of a positive perception consisting of security, accuracy, and efficiency, and the second order factor of a negative perception consisting of job security, execution error, and fear of introduction failure. The positive perception affected the intention to use RPA through perceived usefulness and perceived ease. It was confirmed that the negative perception has a mediating effect on the intention to use RPA through acceptance conflict. In addition, it was confirmed that the presence or absence of experience in using RPA interacts with perceived ease and has a moderating effect on intention to use RPA. It can be said that there is practical and theoretical implications from the point of view of knowledge management in that it allows companies to recognize and respond to which factors are important from the point of view of companies that want to use RPA.

• Knowledge Management Research
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• v.23 no.4
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• pp.275-294
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• 2022

In recent years, with the continuous integrative development of e-commerce and social media, social commerce, as a trust-centered social transaction mode, has become an important performance form of e-commerce. The good experience of online community and abundant user-generated content (UGC) attract more and more users and businesses to participate in the community contribution. In this context, the cost of accessing information is continuously decreasing, which not only makes the purchase process more concise and efficient, but also greatly increases the possibility of consumers' impulsive consumption. However, there are very few empirical studies on the internal influencing mechanism of consumers' impulsive consumption based on the characteristics of UGC for social commerce. In view of this, based on S-O-R model, this study constructs a model of consumers' impulsive consumption in the context of social commerce from the characteristics of UGC, with perceived risk as the mediating variable and tie strength as the moderating variable. The results show that content authenticity, content usefulness, and content valence of UGC have significant negative impacts on consumers' risk perception in the process of purchase decision-making, and consumers' perceived risk has a significant negative impact on consumers' impulsive consumption. Meanwhile, the tie strength between UGC producer and UGC receiver plays a moderating role between content usefulness and perceived risk, as well as between perceived risk and impulsive consumption. Finally, combined with the above findings, this study provides effective suggestions for relevant participants in social commerce in terms of business management.

• Information Systems Review
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• v.8 no.3
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• pp.81-103
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• 2006

Given the increasing of adoption of use of Mobile Wireless Technology(MWT), this study aims at investigating the key influencing determinants of individuals' MWT adoption and use. Based on the Technology Acceptance Model(TAM), the research model proposed new constructs and casual relations, Perceived Safety(PS), Perceived Costs(PC), Company's Willingness to Fund(CWF), and Experience(E) as a moderator. The model was tested using Structural Equation Modeling(SEM) using AMOS 5.0 analysis on the sample collected from 387 MBA and Executive MBA students of several domestic and foreign universities. The results show that not only the variables, except Perceived Usefulness, in the original TAM model, but also new variables in the research model had a significant influence on other variables. The implications of the findings suggest a new theoretical framework for future IS/IT research and offers suggestions that the developers of MWT should consider regarding the technology