• Journal of Venture Innovation
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• v.5 no.2
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• pp.49-66
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• 2022

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.27 no.6
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• pp.1507-1517
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• 2017

Generally, information breach incidents are thought to be caused by external hackers. However, both direct and indirect information breach incidents by insiders are more frequent than by external hackers. It also accounts for more than half of the total information breach, so it should be prepared against insider breach. In this study, based on General Deterrence Theory(GDT) and Rational Choice Theory(RCT), we integrated the risk sensitivity and situational anxiety, which were studied in the field of traffic psychology to construct research model. Result of analysis shows that the impact of risk perceptions on the severity and certainty of perceived punishment was not statistically significant, but perceived benefits, situational anxiety, and severity and certainty of perceived punishment were found to influence the information breach intention.

• Journal of Digital Convergence
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• v.17 no.8
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• pp.471-479
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• 2019

The purpose of this study was to investigate the determinants of preventive behavior intention to the particulate matter. The results based on the survey of 280 university students showed that the perceived susceptibility and barriers to the particulate matter do not have statistically significant effects on the preventive behavior intention. However, perceived severity and benefits, subjective norm, and self-efficacy to the particulate matter had statistically significant positive effects on the preventive behavior intention. The results of this study suggested that communication strategies to increase perceived severity and benefits, subjective norm and self-efficacy should be required to improve the degree of preventive behavior intention to the particulate matter of college students. It is expected to contribute explaining preventive actions against environmental hazards such as air pollution in the future.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.22-35
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• 2021

The unprecedented pandemic caused by the COVID-19 has led to a massive global public health campaign to slow the spread of the virus. Thus, this study examines the importance of individual's prevention behavior intention by adapting health belief model(HBM). In addition, we added social variables to understand the prevention behavior better considering the situation in which collective behaviors are important. The online survey results(N=298) showed that higher level of perceived severity, perceived susceptibility, perceived benefits, perceived peril, perceived social norms and lower level of perceived responsibility led to higher prevention behavior intention. Peril was the most influential factor among all the variables. In addition, perceived severity and social norms followed after that. Additional analysis also implied that socio-HBM model we proposed better explained the prevention behavior intention than traditional HBM.

• Culinary science and hospitality research
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• v.17 no.4
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• pp.153-168
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• 2011

This study investigated the relationship between consumers' knowledge and risk perception towards purchase intention of organic food. The data were collected from a sample of 311 housewives in Seoul and Ulsan. A structural equation modelling technique was used to test the causal model. The results indicated that subjective knowledge was significantly associated with purchasing organic food. Objective knowledge, in contrast, was only indirectly associated with purchasing organic food, through increased subjective knowledge and risk perception towards purchasing organic food. Risk perception towards organic food had a direct positive and relatively strong relationship with purchasing organic food. Implications of the results and limitations of the study were discussed.

• Korean Journal of Culture and Social Issue
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• v.17 no.4
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• pp.485-503
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• 2011

This study was to develope a structural model for risk perception and individual response against terrorism, including several psychological factors - cognitive, social and emotional factors. In this model we measured perceived probability of terrorism, perceived seriousness of the aftermath, and perceived coping(cognitive factors), trust in authorities, in expert group and in preparedness of institutions(social factors), fear and worry(emotional factors), individual preparedness, information seeking, information analysis, and checking relational network(individual behavior responses). Major finding was that cognitive and social factors influenced on emotional factors and then emotional factors influenced on the individual responses. The perceived coping, which one of cognitive factors was linked with individual responses directly and indirectly via emotion factors. We discussed the importance of perceived coping in preparing for terrorism.

• Journal of Global Scholars of Marketing Science
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• v.17 no.1
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• pp.101-122
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• 2007

Recently, as internet shopping mall users rapidly, a form of shopping changed from off line to on line. The rapid growth of customers and transaction volume through evolution of new media, internet, brings new problems to internet marketers. It is the most important task that how internet shopping mall operators obtain their customers trust and repeat buying. This empirical research investigates online shoppers for their trust dimensions for online retailers. The study aimed to determine whether e-trust antecedents(perceived reputation, perceived quality, perceived value) influence trust dimension and whether the multidimensional trust contributed differently to perceived risk and willingness to depend on e-retailers. Consequences of the research are as follows: First, it reveals that of reputation, web site quality of the internet shopping mall have influence upon trust dimension. Second, the higher level of trust consumers have, the higher level of willingness to depend and intent to revisit on the retailers they have. But level of perceive risk consumers have not influences on willingness to depend on the retailers. It is necessary for internet shopping mall to development its reputation and familiarity to obtain customer's trust. Accordingly, this research will be helping internet shopping mall insight for marketing strategies, constantly should study about action and mind of consumer.

• The Journal of the Convergence on Culture Technology
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• v.8 no.5
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• pp.369-375
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• 2022

Due to the so-called COVID-19 pandemic, railway service management has also faced an unprecedented situation over the past. This study conducted a survey of customers using high-speed railways during the COVID-19 pandemic to explore the impact of infectious diseases on the railway service customer experience. As a result, customer satisfaction and loyalty increase as customers are more aware of the quarantine-related services provided by railway operators. The moderating role of customer's COVID-19 risk perception was examined as well because there are individual differences in the level of thinking dangerously about Covid-19. As a result, the perceived level of the service's quarantine-related services has a significant impact on customer satisfaction when the customer's risk perception of Covid-19 is at an appropriate level, but its impact is relatively weak when the customer's risk perception is significantly high. Eventually, only the complete extinction of COVID-19 risk will bring a complete recovery to the service industry. Nevertheless, during the epidemic period, it was confirmed that the main service characteristics are that the service operator thoroughly conducts quarantine activities and faithfully communicates with customers.

• Journal of Korean Society of Transportation
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• v.29 no.6
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• pp.25-37
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• 2011

This research aimed to investigate whether commercial drivers' situation awareness ability is related to their frequency and magnitude of caused accidents and penalty points. For the purpose of measuring drivers' situation perception and interpretation capacities, two tests named 'situation awareness test' and 'hazard perception test' were developed. The tests were based on the data from 299 commercial drivers (test drivers) using a driving simulator. The outcome of drivers' performance on situation awareness and hazard perception tests was designed to be categorized into 5 grades, classifying the best as grade 1 and the worst as grade 5. As the result, low grades on situation awareness test had positive relationship with accumulated penalty points, frequency of accidents and safety index. Grades on hazard perception test were also positively correlated with accident frequency and safety indices. This suggests situation awareness ability of commercial drivers is significantly related to traffic violations and accident causing tendencies.

• The Journal of the Korea Contents Association
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• v.6 no.8
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• pp.57-67
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• 2006

The motion effect of animation can be maximized by using the intended number of frame(flickering phenomena) responding to the viewer's perception in the production processes. But, the high contrast of chroma in a color arrangement can cause very dangerous situation if a particular effect(scheduled number of frame for the intended rapid flickering in a zoom-in scene of the warning light of police car and the traffic light) or a excessive visual stimulus is tried. The danger of flickering phenomena is defined as 'Flash Nervousness Attack Symptom' in medical terminology, which has received wide attention because the damage to the viewers of Pocket Monster was very serious in Japan. Producing a piece of animation work, the quality control of colors is important but the color setting considering the psychological aspects, the danger of repetitive flickering of flashes and patterns in image effect are more serious, so these factors should be checked in the production stages. After investigating the domestic and foreign prescriptions including the guidelines for animation production technique in Japan, a solution to reduce the danger of flickering phenomena of color and light was suggested through statistical comparative analysis with the test results.