• Asia Marketing Journal
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• v.13 no.4
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• pp.191-212
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• 2012

With the introduction of the Capital Market Integration Act in 2009, the new competitive scope and paradigm is opened in Korean financial services market. The change of financial industry and institutions will lead to the behavioral change of customers who consume and choose financial services. While researches from the financial perspective have been conducted, works from the marketing or customer oriented approach has long been relatively ignored. The purpose of this study is to investigate influencing factors and process of financial services customers' choice behavior. More specifically, the main theme is how to enhance customer brand loyalty and purchase intention through the perception of overall quality of the service product. An integrated conceptual model including antecedents, mediating variables and consequences is established through comprehensive literature reviews of extant works on environmental change, customer behavioral change and choice behaviors. Hypothesis testing is done with SEM analysis. According to the results, the attractiveness of financial product, the reputation of financial firm, and self-brand image congruence among exogenous variables make a positive effect on perceived overall quality. And perceived overall quality has a significant effect on brand loyalty.

• Journal of the Ergonomics Society of Korea
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• v.36 no.2
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• pp.87-108
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• 2017

Objective: The purpose of this study was to precede the acceptance study based on automation steps and user experience that was lacked in the past study on the core technology of autonomous vehicle, ADAS. The first objective was to construct the acceptance model of ADAS technology that is the core technology, and draw factors that affect behavioral intention through user experience-based evaluation by applying driving simulator. The second one was to see the change of factors on automation step of autonomous vehicle through the UX/UA score. Background: The number of vehicles with the introduction of ADAS is increasing, and it caused change of interaction between vehicle and driver as automation is being developed on the particular drive factor. For this reason, it is becoming important to study the technology acceptance on how driver can actively accept giving up some parts of automated drive operation and handing over the authority to vehicle. Method: We organized the study model and items through literature investigation and the scenario according to the 4 stages of automation of autonomous vehicle, and preceded acceptance assessment using driving simulator. Total 68 men and woman were participated in this experiment. Results: We drew results of Performance Expectancy (PE), Social Influence (SI), Perceived Safety (PS), Anxiety (AX), Trust (T) and Affective Satisfaction (AS) as the factors that affect Behavioral Intention (BI). Also the drawn factors shows that UX/UA score has a significant difference statistically according to the automation steps of autonomous vehicle, and UX/UA tends to move up until the stage 2 of automation, and at stage 3 it goes down to the lowest level, and it increases a little or stays steady at stage 4. Conclusion and Application: First, we presented the acceptance model of ADAS that is the core technology of autonomous vehicle, and it could be the basis of the future acceptance study of the ADAS technology as it verifies through user experience-based assessment using driving simulator. Second, it could be helpful to the appropriate ADAS development in the future as drawing the change of factors and predicting the acceptance level according to the automation stages of autonomous vehicle through UX/UA score, and it could also grasp and avoid the problem that affect the acceptance level. It is possible to use these study results as tools to test validity of function before ADAS offering company launches the products. Also it will help to prevent the problems that could be caused when applying the autonomous vehicle technology, and to establish technology that is easily acceptable for drivers, so it will improve safety and convenience of drivers.

• Journal of Internet Computing and Services
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• v.15 no.2
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• pp.59-71
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• 2014

This study applied customer perspective to find out ways how to protect customers' privacy by themselves. It does so by examining the factors which affect customer privacy protection behaviors. Based on the Privacy Act, this study developed the construct of Privacy Rights awareness and finds the law's effect on privacy awareness and behavioral change. The study finds that there exists a significant difference in privacy protection behavior according to privacy rights awareness. Independent variables are as follows: Five variables (Perceived vulnerability, Perceived severity, Perceived response effectiveness, Perceived barriers, Privacy Rights awareness) were tested as critical variables influencing Behavioral Intention in PMT model. Privacy awareness had a moderating effect on the relationship between perceived severity and privacy protection behavior. This study would contribute on theoretical expansion of Protection Motivation Theory and also provide practical implications for effective ways to promote behavioral changes.

• Journal of Korean Academy of Rural Health Nursing
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• v.4 no.2
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• pp.87-93
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• 2009

Purpose: This study was done to investigate the knowledge, attitude and prevalence status of Clonorchiasis Sinensis (C.S.) for inhabitants in the Nakdong riverside area. Method: Data were collected from December 16, 2008 to January 10, 2009. Participants were 552 people who responded to a questionnaire and had a stool examination. Results: The overall prevalence of C.S. was 13.8%. As for knowledge of C.S., the Clonorchiasis group had a mean score of 10.78 $({\pm}3.54)$ on a 17-point scale compared to a score of 10.58 $({\pm}4.15)$ for the negative group. The intended behavioral change related to risk of infection, according to presence of infection or not, was not significant but the Clonorchiasis group had a greater desire for behavioral change intention than the negative group. Conclusion: These results suggest that prevalence investigation of C.S. in all areas in the Nakdong riverside is needed and indicates that it is necessary to set up persistent and systematic management programs for patient care and prevention of C.S..

• The Journal of the Korea Contents Association
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• v.10 no.3
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• pp.271-281
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• 2010

Background: This research has been carried out to analyze presupposition factors which influence factors on Rehabilitation Exercise practice in Elderly limited Activities of Daily-Living an Anlaysis based on Theory of Planned Behavior to support to induce Rehabilitation Exercise behavior. Method: From the geriatric hospitals in Pusan and Kyungnam, 316 elderly who has ADL Disability participated in the study. We did 1st questionnaire investigation. We provided them 4 weeks of Rehabilitation Exercise training, and 2 weeks later we collected 2nd questionnaire sheet to confirm their Rehabilitation Exercise behavior practice and analysed. Results: In this research relative influence to behavioral intention for Rehabilitation Exercise headed by attitude toward the behavior(.61), perceived behavior control(-.56) and subjective norm(.27)these results were slightly different from other research, in case of perceived behavior control was low but on attitude toward the behavior it showed high in results. It's older have strong subjectivities and has not change their mind, the old's behavioral intention is expressed as an attitude toward the behavior. Rehabilitation Exercise Practice of Elder should prioritize to have the health belief which is positive, As a result it will be regarded to expect the maximum effect.

• Communications of Mathematical Education
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• v.29 no.4
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• pp.643-660
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• 2015

This study investigated how pre-service mathematics teaches' experience in microteaching influences their motivations toward teaching behaviors and changes by analyzing their teaching records and class reports. Although respondents planned to conduct various strategies pertaining to motivations, some of them were not used. Also, motivations toward their teaching behavioral changes leaded to positive aspects, but also leaded to negative ones. These findings imply that only two times microteaching experiences would not be sufficient to lead to positive teaching behavioral changes through their motivations. However, pre-service mathematics reported a high level of intention to change their teaching behavior through a comprehensive review process regarding their teaching. Therefore, teacher eduction institutions should develop well structured educational programs and apply them to pre-service mathematics teachers for a better understanding of their teaching and its review through motivations. In addition, providing opportunities for pre-service mathematics teachers to experience various educational programs including microteaching would be necessary for improving their teaching behavior through motivations.

• Journal of the Korea Convergence Society
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• v.10 no.9
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• pp.119-126
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• 2019

In this study, we examined whether the intention to choose varies according to the experience of the regret of consumers when experiencing a failure in the status quo or non-status quo, and how self-compassion plays a moderating role in this relationship. A experiment was conducted to achieve the purpose of the study. First, this study also confirmed that regret was a mediator between dissatisfaction with choice outcomes and behavioral intentions. Second, like previous studies, this study confirmed the effect of status quo in general. However, it can be seen that the effect depend on self-compassion. Or, the regrets of those with high self-compassion and their future behavioral intentions did not change significantly whether it was wrong due to maintaining on or changing of the status quo. On the other hand, those with low self-compassion showed the bigger differences, so they were typically showing the status quo effect.

• Asia pacific journal of information systems
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• v.22 no.4
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• pp.7-29
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• 2012

Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

• Asia Marketing Journal
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• v.15 no.2
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• pp.75-97
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• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• Asia pacific journal of information systems
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• v.24 no.3
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• pp.325-344
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• 2014

Technical support of Window XP ended in March, 8, 2014, and it makes OS(Operating System) users fall in a state of confusion. Sudden decision making of OS upgrade and replacement is not a simple problem. Firms need to change the long term capacity plan in enterprise IS management, but they are pressed for time and cost to complete it. Individuals can not help selecting the second best plan, because the following OSs of Window XP are below expectations in performances, new PC sales as the opportunities of OS upgrade decrease, and the potential risk of OS technical support ending had not announced to OS users at the point of purchase. Microsoft as the OS vendors had not presented precaution or remedy for this confusion. Rather, Microsoft announced that the technical support of the other following OSs of Wndow XP such as Window 7 would ended in two years. This conflict between OS vendor and OS users could not happen in one time, but could recur in recent future. Although studies on the ways of OS user protection policy would be needed to escape from this conflict, few prior studies had conducted this issue. This study had challenge to cautiously investigate in such OS user's reactions as the confirmation with OS user's expectation in the point of purchase, three types of justice perception on the treatment of OS vendor, psychological contract violation, satisfaction and the other betrayal behavioral intention in the case of Window XP technical support ending. By adopting the justice perception on this research, and by empirically validating the impact on OS user's reactions, I could suggest the direction of establishing OS user protection policy of OS vendor. Based on the expectation-confirmation theory, the theory of justice, literatures about psychological contract violation, and studies about consumer betrayal behaviors in the perspective of Herzberg(1968)'s dual factor theory, I developed the research model and hypothesis. Expectation-confirmation theory explain that consumers had expectation on the performance of product in the point of sale, and they could satisfied with their purchase behaviors, when the expectation could have confirmed in the point of consumption. The theory of justice in social exchange argues that treatee could be willing to accept the treatment by treater when the three types of justice as distributive, procedural, and interactional justice could be established in treatment. Literatures about psychological contract violation in human behaviors explains that contracter in a side could have the implied contract (also called 'psychological contract') which the contracter in the other side would sincerely execute the contract, and that they are willing to do vengeance behaviors when their contract had unfairly been broken. When the psychological contract of consumers had been broken, consumers feel distrust with the vendors and are willing to decrease such beneficial attitude and behavior as satisfaction, loyalty and repurchase intention. At the same time, consumers feel betrayal and are willing to increase such retributive attitude and behavior as negative word-of-mouth, complain to the vendors, complain to the third parties for consumer protection. We conducted a scenario survey in order to validate our research model at March, 2013, when is the point of news released firstly and when is the point of one year before the acture Window XP technical support ending. We collected the valid data from 238 voluntary participants who are the OS users but had not yet exposed the news of Window OSs technical support ending schedule. The subject had been allocated into two groups and one of two groups had been exposed this news. The data had been analyzed by the MANOVA and PLS. MANOVA results indicate that the OSs technical support ending could significantly decrease all three types of justice perception. PLS results indicated that it could significantly increase psychological contract violation and that this increased psychological contract violation could significantly reduce the trust and increase the perceived betrayal. Then, it could significantly reduce satisfaction, loyalty, and repurchase intention, and it also could significantly increase negative word-of-month intention, complain to the vendor intention, and complain to the third party intention. All hypothesis had been significantly approved. Consequently, OS users feel that the OSs technical support ending is not natural value added service ending, but the violation of the core OS purchase contract, that it could be the posteriori prohibition of OS user's OS usage right, and that it could induce the psychological contract violation of OS users. This study would contributions to introduce the psychological contract violation of the OS users from the OSs technical support ending in IS field, to introduce three types of justice as the antecedents of psychological contract violation, and to empirically validate the impact of psychological contract violation both on the beneficial and retributive behavioral intentions of OS users. For practice, the results of this study could contribute to make more comprehensive OS user protection policy and consumer relationship management practices of OS vendor.