• 마케팅과학연구
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• 제19권1호
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

• Asia Marketing Journal
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• 제14권1호
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• pp.131-157
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• 2012

현재 치열한 경쟁상황 속에서 기업들은 소비자들이 다른 대안으로 전환하는 것을 막기 위한 다양한 전략들을 실행하고 있으며, 이 중에서 전환장벽을 이용하는 전략은 고객유지와 관련해 매우 효과적인 것으로 알려져 있다. 하지만 전환 장벽으로 인해 새로운 대안으로 바꾸지 못하고 현재 서비스제공자와의 관계를 유지해야 하는 소비자 입장에서도 전환장벽이 긍정적일 것인가? 심리적 반작용이론에 의하면, 사람들은 어떤 자유가 위협받거나 제거될 때, 그 자유를 되찾는 방향으로 동기부여 되거나 어떤 부정적 반응을 보일 수 있다고 하였다. 전환장벽 역시 전환의 자유를 제약한다는 점에서 소비자의 부정적 반응을 유발할 수 있으므로, 본 연구는 전환장벽으로 인해 다른 대안을 단념해야 하는 상황에서 소비자가 경험할 수 있는 부정적 심리 반응과 그에 영향을 주는 변수들에 초점을 맞춘다. 연구가설에서, 부정적 심리반응에는 '이전선택에 대한 후회', '현재 제공자에 대한 원망', '좌절된 제공자에 대한 열망'을 포함하였으며, 전환좌절 상황의 특성-'좌절된 대안의 매력성', '전환 장벽의 심각성'-이 이러한 반응들에 영향을 줄 것으로 가정하였다. 그리고 이러한 전환 좌절상황의 특성이 주는 부정적 영향은 현재까지 해당 제공자로부터 받은 대우에 따라서 달라질 것으로 보고 지각된 공정성을 조절변수로 추가하였다. 연구 결과 전환좌절상황의 특성과 부정적 심리반응의 관계는 모두 지지된 반면, 지각된 공정성의 조절효과는 대부분의 관계를 상호작용 공정성이 조절하는 것으로 나타나 일부만이 지지 되었다. 이러한 결과는 전환 장벽의 긍정적 측면에만 영향을 밝혀온 기존 연구의 한계점보완하고 있으며 그에 따른 이론적 실무적 시사점을 제공해준다.

• 한국전자거래학회지
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• 제18권3호
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• pp.195-209
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• 2013

소셜 네트워크를 활용한 웹 사이트(SNS)의 사용이 광범위해짐에 따라 소셜 네트워크 서비스의 영향력이 점차적으로 증가하고 있다. 한국을 비롯한 다양한 국가에서의 SNS 사용이 증가하고 있으며 필리핀 역시 급격한 SNS 사용량과 행태적 변화를 보이고 있다. 특히, 필리핀의 경우 Friendster에서 Facebook으로의 사용자 전환이 매우 급격하게 이루어지고 있다. 기존의 온라인 커뮤니티와 다른 특성을 가진 SNS의 특성을 반영한 전환비용의 특성은 아직까지 명확하지 않다. 본 연구에서는 필리핀에서 SNS 간의 급격한 전환이 이루어진 상황을 바탕으로 SNS 간의 전환 의도에 영향을 미치는 변수들을 조사하고자 하였다. 소셜 네트워크 사이트를 사용 중인 필리핀 사용자들의 설문조사를 통하여 본 연구는 SNS 간의 전환비용에 직접적인 영향을 미치는 변수들로 SNS에 대한 사용자의 만족, 대체 주목성, 사회적 영향력이 주요 요인으로 작용함을 확인하였다.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2022년도 제66차 하계학술대회논문집 30권2호
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• pp.19-22
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• 2022

In this work, we studied consumers' attractiveness/usefulness perceptions (CAUP) of online commerce product photos when exposed to alternative dark/light user interface (UI) modes. We analyzed time-series EEG data from 31 individuals and performed neuroscience mining (NSM) to ascertain (a) how the CAUP of products differs among UI modes; and (b) which deep learning model provides the most accurate assessment of such neuroscience mining (NSM) business difficulties. The dark UI style increased the CAUP of the products displayed and was predicted with the greatest accuracy using a unique EEG power spectra separated wave brainwave 2D-ConvLSTM model. Then, using relative importance analysis, we used this model to determine the most relevant power spectra. Our findings are considered to contribute to the discovery of objective truths about online customers' reactions to various user interface modes used by various online marketplaces that cannot be uncovered through more traditional research approaches like as surveys.

• 한국융합학회논문지
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• 제12권2호
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• pp.301-309
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• 2021

본 연구의 목적은 대학생들의 학업스트레스와 이러닝 이용의도와의 관계를 알아보고 대안의 매력도에 대한 조절효과를 파악하는 데 있다. 자료 수집은 2020년 5월 18일부터 5월 22일까지 317부의 설문지를 사용하여 수행되었다. 수집된 자료는 SmartPLS를 이용하여 측정모형을 분석하였다. 연구 결과 대학생들의 학업스트레스 중 수업, 성적, 대인관계로 인한 스트레스는 이러닝 이용의도와 정적인 관계를 보이며, 그 영향력은 학습자가 지각하는 대안의 매력도 수준이 클수록 더 높은 것으로 나타났다. 하지만, 시험 스트레스는 이러닝 이용의도에 유의한 영향을 미치지 않았으며, 대안에 대한 지각된 매력도의 조절효과도 유의하지 않는 것으로 나타났다. 본 연구는 대학생들의 건강한 대학생활과 이러닝 학습의 중요성을 부각시켜 대학 내에서 다양하고 매력적인 이러닝이 제공될 수 있기를 제언한다.

• 한국콘텐츠학회논문지
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• 제12권10호
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• pp.453-465
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• 2012

본 연구의 주목적은 모바일 음악 서비스 품질에 대한 소비자들의 인식이 서비스 충성도와 전환 의도에 미치는 영향 관계를 규명해 보는 것이다. 이러한 연구 목적을 달성하기 위해 선행 문헌들을 근거로 모바일 음악 서비스의 품질 요소로 인터페이스 품질, 서비스 품질, 비용 품질 등의 세가지 요인을 도출하였고, 이들 요인들이 서비스 충성도를 거쳐 전환 의도를 형성하게 되는 구조적 관계에 대한 연구 모델과 가설을 수립하였다. 또한 본 연구는 서비스 충성도와 전환 의도의 관계에서 대안의 매력도와 전환 비용이 조절 효과를 가지는 지를 확인하고자 하였다. 모바일 음악 서비스 이용자 433명을 중심으로 온라인 설문을 실시하였고, 단순, 다중, 위계적 회귀 방법에 의해서 결과를 분석하였다. 분석 결과, 인터페이스 품질, 서비스 품질, 비용 품질은 모두 서비스 충성도에 긍정적 영향을 미쳤다. 또한 서비스 충성도와 대안의 매력도는 전환 의도에 긍정적 영향을 미쳤다. 반면, 전환 비용은 전환 의도에 부정적 영향을 미쳤다. 대안의 매력도는 또한 서비스 충성도와 전환 의도 관계 속에서 긍정적 조절 효과를 지니는 것으로 나타났다. 연구의 결과가 지니는 함의에 대해서도 토의한다.

• 한국IT서비스학회지
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• 제7권4호
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• pp.1-19
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• 2008

This study began with the proposition that, compared to the impulse buying in the conventional offline market, consumers will exhibit a different process of decision-making for impulse buying on the Internet as it has become easier to acquire information and purchase goods which are offered online like digital contents goods. To verify this roposition, this study attempted to find out the external and internal factors as that affect the impulse buying behavior by incorporating Theory of Planned Behavior In addition, this study seeks to confirm the role of alternative's attractiveness in terms of mediating between internal and internal factors affecting impulse buying. The major purpose of this study was to understand Impulse Buying Intention(IBI) for digital contents on the internet. The results of the this study showed that the behavior of impulse buying can be explained with the information searching in which the external factors for the marketing of digital contents affect the internal stimulation factors. It was also found that the impulse buying of digital contents on the Internet starts with non-planned impulse at the problem recognition stage, but planned decision-making will take over when it is proven to be effective with information searching.

• 한국정보시스템학회지:정보시스템연구
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• 제30권4호
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• pp.43-69
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• 2021

Purpose Although companies occupied the network market take the advantageous position first and can be successful in securing users over a certain size, it is important to satisfy the customers' demand and prevent the outflow of users toward a new alternative SNS. What is more, there are frequent changes in the flow of users toward new SNSs. Despite these dynamic market circumstances, there is a lack of research to explain the switching behaviors of SNS users. Design/methodology/approach The objective of this study is to explain and verify a specified migration theory(Push-Pull-Mooring model) focused on SNS fatigue in the psychological point of view, as well as reviewing previous studies on functional and technical characteristics of SNSs themselves. Moreover, this study tried to highlight factors affecting users actual SNS switch rather than their switching intention. Findings According to the statistical analysis, the most influenced pull factor to switch SNS was the alternative attractiveness. On the other hand, undesired relationship burden, service innovation and important mooring factors to prevent users' SNS switch. This study has a significant contribution to the theory, which analyzed users' actual SNS switch, and examined SNS users' psychological factors(SNS fatigue), reviewing the characteristics of existing services. To secure more users and to keep them, companies providing social network service need to develop differentiated strategies by analyzing psychological characteristics of various users.

• ETRI Journal
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• 제33권1호
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• pp.110-120
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• 2011

As information technology rapidly develops and the period required to enter new technology shortens, there emerges a wide variety of alternatives for consumers. When there are many alternatives in the market, users choose after making comparisons. This process of making comparisons is our research key. We established a research model to find a mixed effect that comes from new attitudes to technology adoption and alternative's continuous usage intention. The effect is revealed through a relative attractiveness (RA) factor to explain a user's process of comparison. We empirically test our research model in the new media services, such as mobile TV, web TV, and mobile IPTV. According to our research results, a continuous usage intention of an existing technology is an important factor to explain the adoption of a new technology. So, the contribution of our research is in finding a role for the RA factor in research in new technology adoption.

• 한국시스템다이내믹스연구
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• 제9권1호
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• pp.5-31
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• 2008

Korean administrative jurisdiction has changed from separation to integration system, without definite raison d'etre from the effectiveness dimension. It partially comes from the fact that the top priority of most existing documents has given to the behavioral patterns of key variables during specific time periods. As an alternative approach, this study focuses on dynamic analysis on the long-term structural patterns related to urban-rural integration issues. Specifically, it pays attention to unique experiences between two neighboring administrative authorities, namely Cheongju and Cheongwon, all of which have repeated exceptional confrontations between pros and cons over almost two decades. From the theoretical perspectives, this observes structural similarities and differences between separation and integration approaches and compares individual feedback loops in order to examine urban-rural integration effectiveness. Structurally, if the integrated local authority adopts systematic management and balanced territorial development principles, it would gain the highest positive effect of urban-rural integration. After scenario buildings, it analyzes administrative integration dynamics between Cheongju and Cheongwon, highlighting geo-political conditions, key issues, and implementation plans between two administrative authorities. It expects that the integrated jurisdiction as a whole would increase the urban attractiveness as it can facilitate territorial development plans from macro-level. Furthermore, if the integrated authority keeps balanced territorial principles, which would be well reflected in the mutual agreement between two administrative units, it would also guarantee the increased urban attractiveness in the integrated jurisdiction. Nonetheless, compared to Cheongwon, which might be wider open to the location of NIMBY facilities, it would be more difficult for Cheongju to pay attention to territorial development confined to its original jurisdiction in the short run.