• Journal of Digital Convergence
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• v.14 no.1
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• pp.83-90
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• 2016

This study is focused on analysing the relationship among ethical consumption concept, fair tourism attitude and purchasing intention of ethical consumption on tourism social media with considering risk perception of ethical consumption as a mediator between fair tourism attitude and purchasing intention of ethical consumption. We found the results as follows. First, the statistically positive relationship is found between ethical consumption concept and fair tourism attitude and between fair tourism attitude and purchasing intention of ethical consumption. And also we observed that the moderating effects of risk perception of ethical consumption on the relationship between fair tourism attitude and purchasing intention of ethical consumption. The most important is resulted as offering fair tourism information through social media.

• Journal of Digital Convergence
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• v.13 no.7
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• pp.79-88
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• 2015

This study focused on the idea that consumers who are dissatisfied with their body form tend to be more interested in weight control behavior. This research connects this relationship with consumers' risk perception on the internet and consequent decision hesitation behavior. Empirical results extracted three factors of weight control behavior: diet, physical treatment, and medication and exercise. Weight control behavior was different by gender but not by age. Consumers who were dissatisfied with their body form were likely to do exercise, but other types of dissatisfaction (weight dissatisfaction and height dissatisfaction) were not significantly related to weight control behavior. Weight dissatisfaction influenced perceived size risk significantly when shopping online. Diet, physical treatment, and medication had significant influence on perceived size risk when shopping online. Perceived size risk had significant influence on decision delay and offline switch behavior. This study took a convergence approach, which connects consumer characteristics with online shopping behavior.

• Culinary science and hospitality research
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• v.17 no.1
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• pp.93-109
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• 2011

This study explores the effect of parent-brand attitude on the purchase intention of an extended brand for expanding a foodservice brand and the interaction effect between parent-brand attitude and perceived risk by fit for the purchase intention of an expanded brand using the proof analysis. As a result, the main effects among parent-brand attitude(F(1,295)=12.012, p<0.01), fit(F(1,295)=17,758, p<0.001), perceived risk(F(1,295)=12.570, p<0.01) and the purchase intention of an expanded brand were significant statistically. Also, for the purchase intention of an expanded brand, not only the effect of interactions between parent-brand attitude and perceived risk(F(1,295)=5.782, p<0.05) but the effect of interactions among parent-brand attitude, fit and perceived risk(F(1,295)=6.068, p<0.05) were significant. In addition, there was difference between parent-brand attitude to purchase intention and the interaction effect of perceived risk by the fit of an extended brand.

• International Area Studies Review
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• v.21 no.1
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• pp.3-24
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• 2017

The effects of strategic partnership can be positive or negative. This paper intends to explain why the partnership produces opposite results. This paper incorporates strategic behavioral direction and perceived values for relational performance. The conceptual model as well as empirical analysis was made and the results are as follows. First, this study uses bi-directional decomposition of two research constructs. The first construct of perceived values is classified into benefits and risks. Also, the behavioral directions are either active or passive behaviors. The critical path is found that the perceived benefits make significant effects on active behavioral direction which does on commitment. Another path is that the perceived risks make passive behavioral direction which results in opportunistic behaviors between strategically partnered firms.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.183-191
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• 2014

SNS uses the Internet as its base. It is created in order to achieve communication between the users. Up until now, most previous research were focused on the users of SNS. But, there are still a great deal of people who do not use or discontinuously use SNS. This is because users have natural resistance against SNS when using the service. In this study, time shortage perception, awareness of SNS, self-efficacy, suitability, information quality of SNS, subjective norm and privacy concern are considered as influence factors by previous research. An empirical study for Chinese students and internet users was conducted to identify how these factors influence perceived risk and perceived usefulness, and how this influence to user's resistance. This study can explain the reason why users don't use SNS and resist SNS use.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.459-468
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• 2022

The outbreak of COVID-19 is facing a global crisis. Therefore, this study comprehensively reviews the risk perception, tourism attitude, and tourism intention of potential tourists in the COVID-19 situation. As a research finding, three factors were derived for tourism risk perception: physical risk, social risk, and performance risk. It is verified that social risk to be a significant factors affecting tourism attitude. Also, it proved that social risk, performance risk to be important factors affecting tourism intention. A t-test was conducted to examine the implications of demographic characteristics(gender, age, job) in the study. As a result of the analysis, it was found that potential tourists in their 20's age perceived social risk as more important than other age groups. In addition, potential tourists in their 20's showed more positive tourism attitudes than other age groups. As a result of analyzing differences according to job, it was found that the student group had higher social risk, tourism attitude, and tourism intention than other occupational groups. Based on the research results, it can help derive strategies to reduce tourists' perception of risk in special situations such as COVID-19 and contribute to academia.

• Korean Journal of Culture and Social Issue
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• v.21 no.3
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• pp.419-455
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• 2015

In study I, Domain-Specific Risk Taking Scale(DOSPERT) was translated into Korean and was validated that it had 6 factors structure and showed adequate reliability and validity, using the data had been collected from 438 participants. In study 2, two research problems were examined using the data had been collected from 497 participants who were different from study I. First, the mediation effect of sensation seeking and perceived benefit on the relationship between narcissism and risk-taking were examined. Using path analysis, it found that sensation seeking and perceived benefit mediated the relationship between NPI narcissism and risk-taking fully, and between PNI narcissism and risk-taking partially. Seceond, the moderate effect of contingencies of self-worth(CSW) on the relationship between perceived benefit-risk and risk-taking was examined. Using multi-group analysis, it found that virtue CSW moderated the relationship between perceived benefit-risk and total risk-taking, various CSWs moderated the relationships between perceived benefit-risk and 6 sub domains of risk-taking. These results were compared with previous studies of risk-taking and discussed the relevance of the narcissistic type.

• Management & Information Systems Review
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• v.28 no.1
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• pp.125-156
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• 2009

The primary purpose of this study is to identify the determinants of the users' satisfaction and commitment in personal media. For these purposes, we developed a research model based on the literature reviews of personal media, perceived risk and interactivity, satisfaction, and commitment. This study has identified four dimensions in the concept of perceived risk, such as privacy risk, social risk, time loss risk, and economic risk, and three dimensions in the concept of perceived interactivity, such as active control, two-way communication, and responsiveness. In survey, data were collected from 428 male and female who have an experience in personal media. Data was analyzed factor analysis, reliability analysis, measurement model analysis, and structural model analysis by utilizing SPSS 15.0 and AMOS 5.0 program. Analysis results of research model indicate the following. Firstly, privacy risk, active control, two-way communication, and responsiveness are significantly related satisfaction. Secondly, privacy risk, time loss risk, economic risk, active control, and two-way communication are significantly related commitment. Thirdly, users' satisfaction has positive relationship with commitment in personal media. Based on these results, theoretical implications for relevant researchers and managerial implications for personal media vitalization and marketing strategy are discussed. Finally, limitations for this study and further research issues are suggested.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.183-206
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• 2001

The purpose of this thesis is to find out mediational role of risk about the repurchasing intention of hotel services. The result of this study can provide some directives for the strategic marketing implementation in the hotel industry. The results of the analysis are as follows: 1. To study the effect of perceived service quality on the repurchasing intention of customers, multi regression analysis was executed and, in the personnel service as well as in the physical service, it showed a plus (+) effect on the result. 2. To study the effect of perceived service quality on the perceived risk, multi regression analysis was executed and, in the part of performance risk and socio-psychological risk of the personnel service, it showed a negative(-) effect on the result; however, in the physical service, it doesn't give any statistical meaningful influence on the result. And, on the physical risk, those two service quality showed a negative(-) effect in the meaningful level. 3. To study the effect of perceived Risk on the repurchasing intention of customers, a multi regression analysis was also executed and, in the parts of all risks of performance, socio-psychological and physical, it showed a negative(-) effect on the result in the meaningful level.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.569-584
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• 2022

This study can be helpful in establishing and establishing company-wide marketing strategies from the supplier's point of view by analyzing the effects of rental service users' risk perception and service quality on customers' re-use intentions, and revealing differences according to demographic characteristics. It was intended to provide valid results. A total of 218 data were used as analysis data. Frequency, factor, mean, reliability and regression analysis, ANOVA, and t-test were performed through SPSS program (statistics). As a result of the study, first, as a result of analyzing the effect of risk perception on rental service quality, functional and psychological risks have a negative (-) effect on service quality. Second, in the relationship between service quality and re-use intention, the empathy factor has a high positive (+) effect, and as a result of analyzing the effect of risk perception on re-use intention, functional and psychological risk have the greatest influence, and financial Risk perception was also highly influential. In conclusion, the research results suggest that increasing the concentration of marketing strategies by reducing the negative (-) effect related to risk perception for short-term customers and housewives and enhancing the reliability and empathy for service quality can maximize the sales of suppliers.