• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.262-268
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• 2010

Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members' word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, "stickiness," and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member's overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the success of a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study's hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members' word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: ${\chi}^2^$/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, ${\beta}$=0.809). The proportion of variance in satisfaction explained by members' involvement was over half (adjusted $R^2$=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, ${\beta}$=0.751), with 57 percent of the variance in trust explained by involvement (adjusted $R^2$=0.563). When the construct "stickiness" was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted $R^2$=0.331). Satisfaction did have a significant influence on stickiness, with ${\beta}$=0.514. However, unexpectedly, the influence of trust was not even significant (p=0.231, t=1.197), rejecting that proposed hypothesis. The importance of stickiness in the model was more significant because of its effect on e-WOM with ${\beta}$=0.920 (p<0.001). Here, the measures of Stickiness explain over eighty of the variance in e-WOM (Adjusted $R^2$=0.846). Overall, the results of the study supported the hypothesized relationships between members' involvement in a B2CVC and their satisfaction with and trust of it. However, trust, as a traditional measure in behavioral models, has no significant influence on stickiness in the B2CVC environment. This study contributes to the growing body of literature on B2CVCs, specifically addressing gaps in the academic research by integrating measures of beliefs, attitudes, and behaviors in one model. The results provide additional insights to behavioral factors in a B2CVC environment, helping to sort out relationships between traditional measures and relatively new measures. For practitioners, the identification of factors, such as member involvement, that strongly influence B2CVC member satisfaction can help focus technological resources in key areas. Global e-marketers can develop marketing strategies directly targeting B2CVC members. In the global tourism business, they can target Chinese members of a B2CVC by providing special discounts for active community members or developing early adopter programs to encourage stickiness in the community. Future studies are called for, and more sophisticated modeling, to expand the measurement of B2CVC member behavior and to conduct experiments across industries, communities, and cultures.

• Management & Information Systems Review
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• v.34 no.5
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• pp.191-212
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• 2015

Unlike the existing researches related to salespersons, this study intends to place the focus on salespersons' psychological characteristic as an element affecting their selling behavior. This is because employees' psychological characteristic is very likely to affect their devotion and commitment to relationship with customers and long-term production by a company. In particular, salespersons are likely to get a feeling of fatigue or loss, or make a cynical or cold response to customers because of frequent interaction with them, and to show emotional indifference in an attempt to keep their distance from customers. But the likelihood can vary depending on salespersons' own psychological characteristic; in particular, the occurrence of these phenomena is very likely to vary significantly depending on relationship belief in interpersonal relations. In the field of psychology, under way are researches related to personal psychological characteristics to improve the quality of interpersonal relations and to maximize personal performance and enhance situational adaptability during this process; it is a personal relationship belief that is recently mentioned as such a psychological characteristic. For salespersons having frequent interaction with customers, particularly, relationship belief can be a very important element in forming relations with customers. So this study aims at determining how salespersons' relationship belief affects negative emotion regulation strategies and prosocial behavior to customer. As a result, salespersons' relationship belief was found to have effects on their negative emotion regulation strategies and prosocial behavior to customer. Negative emotion regulation strategies was found to have effects on prosocial behavior. Salespersons with intimate relationship belief try to use active regulation, support-seeking regulation and salespersons with controlling relationship belief try to use avoidant/distractive regulation. Intimate relationship belief was found to have more prosocial behavior, controlling relationship belief was found to have less prosocial behavior to customer. salespersons' negative emotion regulation strategies was found to have effects on their prosocial behavior to customer. Active, support-seeking influence prosocial behavior to customer positively, avoidant/distractive regulation influence prosocial behavior to customer negatively.

• Journal of Digital Convergence
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• v.13 no.12
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• pp.235-244
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• 2015

This study was done to identify convergence factors influencing the HPV vaccination in female university students. The subjects of this study were 546 female university students. The data were collected through interviews using a structured questionnaire from 5 to 30th of October, 2013. 138(25.3%) reported that they were vaccinated. Religion, ever heard cervical cancer, HPV and cervical cancer vaccination, ever had a pap test, knowledge about HPV vaccination, health beliefs(total), perceived benefit, perceived barrier, cancer preventive behavior(total) and cervical cancer preventive behavior were associated with being vaccinated. In logistic regression analysis showed that the predictors are ever had a pap test(OR=34.67, 95% CI=17.19~ 69.92), perceived benefit(OR=1.45, 95% CI=1.17~1.81) and perceived barrier(OR=1.44, 95% CI=1.27~1.63). It was recommended to make convergence policy supports and education programs reinforcing a pap test and perceived benefit and reducing perceived barriers about HPV vaccination.

• Journal of Korean society of Dental Hygiene
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• v.3 no.2
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• pp.169-182
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• 2003

The present study attempts to investigate the knowledge, belief, attitude and behavior of healthcare major students and non-healthcare counterparts concerning their oral hygiene. The purpose is to provide basic data for positive oral health activities to the students with non-healthcare major, who tend to have insufficient information on oral hygiene. A survey was conducted to 400 students in K college in Incheon from May 1-30, 2003. A total of 384 surveys were analyzed using the SPSS program Version 10.0. The result is as follows: 1. There was a statistically significant difference in the knowledge on oral hygiene between the healthcare(M=3.08) and non-healthcare(M=2.78) students(pE0.05). 2. As for the beliefs and attitudes toward oral health behaviors, 56.9% of the healthcare students and 60.6% of non-health care counterparts responded "moderate" to the question asking if they liked tooth-brushing. The reason they liked tooth-brushing were cleanliness(60.3% of healthcare and 71.9% of non-healthcare students). They didn't like brushing their teeth because they felt it was a nuisance(60.6% of healthcare and 54.5% of non-healthcare students). 90.6% of healthcare students and 90.1% of their non-healthcare counterparts said they wanted to keep their oral health intact. Most of the subjects seemed to acquire information on oral hygiene through mass media(62.2% of healthcare and 55.3% of non-healthcare students). The persons who give them oral health information are their friends or neighbors(26.8% of healthcare and 22.8% of non-healthcare students), and dental hygienists were the last in the list of the sources of information(3.4% of healthcare and 2.5% of non-healthcare students). 3. Their oral health behaviors were also considered, 64.4% of the healthcare students and 53.7% of the non-healthcare counterparts brush their teeth once or twice a day, 51.4% of the former brush their teeth for 2 minutes and 44.8% of the latter for 3 minutes. Some of them use oral health measures other than tooth-brushing(13.3% of healthcare and 14.3% of non-healthcare students). Not many of them used oral health products(6.6% of healthcare and 5.9% of non-healthcare), and the difference was statistically significant(pE0.05). The largest number of healthcare students brush their teeth right before going to bed(29.9%), while their counterparts do it after breakfast(25.8%)

• Journal of Korean society of Dental Hygiene
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• v.7 no.4
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• pp.535-551
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• 2007

Objectives: This study was conducted to know dental service and fear after research on reliability on dentists and satisfaction on dental hygienists. Methods: This study was conducted by the 325 persons who had the experience of visiting dental medical institution. Statistical analysis was conducted using the SPSS 12.0 with T-test, ANOVA and correlation. The obtained results were as follows: Results: 1. Internal consistency of Dental Beliefs Survey(DBS) and dental hygienists satisfaction questionnaire factors were 0.758~0.908(Cronbach' alpha). And the Cronbach' alpha's coefficients of the all subscales were more than 0.6. So high reliability and validity were identified. 2. As result of analysing fear from general feature, the men feel more fear than women and more fear was felt in the case of having worse teeth status. Fear was higher in case of visiting to dental clinic than in case of visiting dental clinic for precaution. And that was statistically related. 3. Dental fear was higher in the case of having the past pain experience, insufficient anesthesia experience, experience of seeing other persons pain and this was statistically related(P<0.01)(P<0.05). 4. Average of reliability on dentists was 37.9, person who has high reliability was 81.8%, person who has low reliability was 18.2%, average of satisfaction on dental hygienists was 31.5%(Satisfaction on dental hygienists was 51.1% and dissatisfaction on dental hygienists was 48.9%). 5. Higher dentists reliability and satisfaction on dental hygienists has lower fear considering general feature and dental clinic use behavior but person who has the dental clinic to go regularly has higher dentists reliability and satisfaction on dental hygienists where, however, fear was not low. 6. As result of analyzing correlation between dental service and dental clinic use behavior, satisfaction on dental hygienists was negatively related to reliability on dentists and fear. And, reliability on dentists was positively related to fear, pain experience in dental clinic, incomplete anesthesia experience, near person pain experience(experience on seeing person in pain), which were statistically related(p<0.01). Conclusions: In relation to general features and reliability on dentists and satisfaction on dental hygienists caused by dental clinic use behavior, dental fear was decreased when reliability and satisfaction are higher. Group with low dental fear had higher reliability on dentists and satisfaction on dental hygienists than group with high dental fear but only reliability on dentists was statistically related(p<0.05).

• The Journal of Korean Society for School & Community Health Education
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• v.12 no.3
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• pp.1-15
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• 2011

Objectives: We describe the development of a smoking and drinking prevention program for adolescents, using intervention mapping. Methods: The study sample consisted of 1,000 high school second-grade students from 6 high schools in Seoul. The PRECEDE model was applied for the needs assessment. We carried out a social diagnosis by assessing the factors such as the quality of life, happiness level, and satisfaction with school life; an epidemiological diagnosis on the perceived health status, stress levels, and priority of health issues; a behavioral diagnosis on the smoking and drinking rate and the intention to smoke and drink; and an educational diagnosis on knowledge, beliefs, attitudes, self-efficacy, outcome expectations, social norms and life skills. Results: The development process included a needs assessment, identifying factors that influence smoking and drinking among adolescents. Intention, knowledge, perceived norms, perceived benefit, perceived cost, perceived susceptibility, self-efficacy, and life skills were identified as determinants. Three performance objectives were formulated to describe what an individual needs to do in order to avoid smoking and drinking. Subsequently, we constructed an intervention matrix by crossing the performance objectives with the selected determinants. Each cell describes the learning objectives of the smoking and drinking prevention program. The program used methods from the transtheoretical model, such as consciousness raising, outcome expectations, self-reevaluation, self-liberation, counterconditioning, environmental reevaluation, and stimulus control. The program deals with the effects of smoking and drinking, self-improvement, decision making, understanding advertisements, communication skills, social relationships, and assertiveness. Conclusions: By using the process of intervention mapping, the program developer was able to ensure a systematical incorporation of empirical and new data and theories to guide the intervention design. Programs targeting other health-related behavior and other methods or strategies can also be developed using this intervention mapping process.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.3
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• pp.49-61
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• 2017

Due to Proliferation of Mobile Devices, the Global Mobile Application (App) Market is Set to Continue its Impressive Growth Trajectory. However, like other Digital Contents, Prevalent Piracy of Smartphone Apps has Become One of the Major Obstacles to the Growth of the Newborn App Industry. The Objective of this Study is to Examine and Better Understand the Effects of Factors Which has been Known to Influence PC Software Piracy. A Research Model Explaining the Impact of Various Factors to Smartphone App Piracy Attitude and Intention is Constructed Based on Theories of Ethical Behavior. A Survey of College Students was Conducted to Test the Research Model. Findings Show that PC Software Piracy Habit and Attitude have Significant Effects on Smartphone Piracy Attitude and Intention. Beliefs Concerning Judicial and Performance Risks Due to Piracy have Little Effects on Smartphone App Piracy Attitude.

• 한국HCI학회:학술대회논문집
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• 2008.02a
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• pp.125-129
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• 2008

Lying has been such a wrong act in human society, but at the same time we are perpetrating lying surprisingly often in the interpersonal situation. Like this, between what we think and what we do about telling lie is pretty different, and these differences are came from ambivalent attitudes stemmed from different sources which is divided into the implicit and the explicit attitude. We find manipulative liars by simulated racing task by using virtual environment. Implicit Association Test was applied to them to see implicit beliefs, and used self-reported questionnaires to identify explicit attitude about lying. As a result they could manipulate the explicit measures but could not maneuver their own implicit attraction to lie Liars' deceptive behaviors usually occur in subtle and covert way so that it has been hard to notice and to know what lead them to lie. However, as we know those spontaneous process is linked with deception, triggering them lie, it became no more veiled, unpredictable actions.

• Architectural research
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• v.17 no.4
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• pp.127-137
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• 2015

A typology study is a comparative study of the physical characteristics of the built environment divided into distinct types such as architecture, culture, and environment. Lao vernacular dwellings were initially created based on the Lao people's behavior in terms of beliefs, traditional culture, lifestyle, and local wisdom with regard to the environment, climate, geography, and materials. The main research method used in this study is a comparative case study of three ethnic dwellings. The multiple data collection tools employed included second source data and primary data to analyze the findings of the unique characteristic typology of Lao vernacular dwellings. The objective of this paper is to compare the cultural and physical contexts, the patterns and origins of settlement, the architecture, the cultures, and the local indigenous knowledge related to the dwellings and settlement of the three main ethnic groups. These three groups are rich in tradition and their documentation is therefore essential for the intellectual history of the society of Lao; this research could therefore aid in enhancing our understanding of the three typologies of Lao vernacular architecture and settlement within the historical and sociocultural contexts of each ethnicity to convey an understanding of Lao vernacular dwellings by analyzing their different types to help identify the differences and similarities among architectural artifacts by recognizing the invisible connections between them, whereby the figurative ornamentation is based on the relationship between man and nature. This study also provides a glimpse of the living culture and characteristic features of Lao vernacular architecture.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.8
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• pp.3939-3943
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• 2016

Background: According to recent statistics, the breast cancer rate is growing fast in developing countries. In North West of Iran, the incidence of breast cancer after esophageal and gastric cancers has the highest rate. Previous studies have also indicated that women in this region show reluctance to do breast cancer screening. There is a great need for change to promote breast cancer screening among women. Social marketing is a discipline that uses the systematic application of commercial marketing techniques to promote the adoption of behavior by the target audience. Materials and Methods: In the present qualitative study, thirty-two women with breast cancer were interviewed about their experiences of breast cancer screening. A semi-structured interview guide was designed to elicit information specific to the 4 P's in social marketing. Results: Three main categories emerged from the analysis: price, service and promotion. Subcategories related to these main categories included factors effective in increasing and decreasing cost of screening, current and desirable features of screening services, and weakness of promotion. Conclusions: Screening programs should be designed to be of low cost, to meet patients' needs and should be provided in suitable places. Furthermore, it is essential that the cultural beliefs of society be improved through education. It seems necessary to design an executive protocol for breast cancer screening at different levels of primary health care to increase the women's willingness to undergo screening.