• Journal of Digital Convergence
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• v.19 no.11
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• pp.181-199
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• 2021

Recently, financial companies are promoting chatbot services in line with the reduction of branches and the expansion of non-face-to-face services. However, it is difficult to expand the chatbot services at once in the presence of technical limitations and constraints of internal and external environment. Therefore, it is necessary to analyze the various situations of chatbot service to preemptively identify problems that can occur in stages and seek solutions. This study conducted interviews with 12 field practitioners and researchers to examine the intentions and behaviors of financial chatbot service users and interpreted them using TPB. The study revealed the characteristics of 'feelings and attitudes' such as convenience or inconvenience from the chatbot experience, 'subjective norms' such as herd behavior or the yearning for empathy of others, and 'behavioral control' according to the recognition of difficulty or convenience of chatbot use process. This study shows that this characteristic can affect the intention and actual behavior of users to use chatbot service continuously. In the future research, it is necessary to empirically study specific intentions and influence factors for actual users.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.247-260
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• 2022

In order to advance theoretical and practical understanding of innovative behaviors and affective commitment to change, this study investigated the relationship among innovation supporting organizational culture, decentralized structure, acceptance of organizational change, and affective commitment to change and tested the mediating effect of acceptance of organizational change in the relationship. Data were collected from 261 employees at H corporation and analyzed to test suggested research hypotheses using SPSS 20.0 and AMOS 20.0. The results are as follows: First, it is found that innovation supporting organizational culture influences positively acceptance of organizational change and affective commitment to change. Second, results show that decentralized structure influences positively acceptance of organizational change, but does not influence innovative behavior. Third, it is found that acceptance of organizational change influences positively affective commitment to change and innovative behavior. Fourth, it is also found that acceptance of organizational change mediates partially the relationship between innovation supporting organizational culture and affective commitment to change and acceptance of organizational change mediates completely the relationship between decentralized structure and affective commitment to change. With these findings, it is confirmed that innovation supporting organizational culture and decentralized structure influence positively affective commitment to change and innovative behavior through acceptance of organizational change. Limitations and suggestions were discussed.

• Journal of Industrial Convergence
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• v.20 no.5
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• pp.21-28
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• 2022

Unlike previous studies, this study looked at the effect of the ideological tendencies of local government heads on the social welfare budget as a longitudinal study. This study was made possible by the election of the head of a progressive group in Gumi-si, a stronghold of conservatives, after the implementation of the local self-government system. Therefore, in this study, the change process of the political ideological orientation of Gumi-si's heads and the social welfare budget by year were listed and time-series analysis was conducted using actual cases of Gumi-si, Gyeongbuk for more than 12 years. As a result of the analysis, first, as in the cross-sectional analysis, in the longitudinal study, the change in the rate of increase in the social welfare budget according to the political ideological tendencies of the head of the local government showed a meaningful difference. Second, as in the previous cross-sectional analysis, the social welfare budget increased in the year before the election. Third, the same change in the growth rate as in the second did not appear at the end of the third elected term. All studies on the relationship between the political ideological tendencies of local government heads (including local councils) and the social welfare budget have been cross-sectional. However, this study has great implications in terms of the results of the first longitudinal cross-sectional analysis.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.225-234
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• 2021

This study is a cross-cultural study examining whether differences in perceptions of social gender roles in Korea and Uzbekistan have different effects on ad attitudes and product attitudes through the endorsers' gender. In particular, this study was focused on the difference between the facial expression of the endorser and the moderating effect of the ad situation in these relationships. The research results are as follows. First, the difference in the perception of social gender roles was larger in Uzbekistan than in Korea. Second, the influence of gender of endorser on ad attitude was perceived to be higher in Uzbekistan than in Korea. Third, the moderating effect of facial expression(Placid vs. Cold) in the effect of gender of advertising model on advertising attitude was found only in Uzbekistan. Fourth, the moderating effect of the ad situation (Office work vs. Family life) in the relationship between the endorsers' Gender and ad attitude was also found only in Uzbekistan. Fifth, the effect of consumer's ad attitude on product attitude showed a statistically significant positive relationship in both countries. This study reveals that cultural differences in the masculinity (or femininity) dimension between Korea and Uzbekistan are also affecting the effectiveness of ads. Therefore, this study suggests that global marketers should consider not only the existing information source effects such as reliability, professionalism, and attractiveness, but also the gender, facial expression, and ad situation of the endorser according to cultural differences when selecting an ad model.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.76-95
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• 2023

As information and communications technology-based "smart hospitals" and "digital healthcare" have become a hot topic in the healthcare field, hospital mobile apps are gaining attention; but, the utilization rate is low due to lack of publicity, unstable systems, and late updates. In this situation, systematic research is needed to increase the utilization rate of hospital mobile apps, but related research has been rare. Therefore, this study integrates the information systems success model (ISSM) from the technical perspective and the expectation-confirmation model (ECM) from the cognitive perspective to demonstrate the influence mechanism on the continuous use intention of hospital mobile apps. For this purpose, an online survey was conducted among 181 Korean adults who have used hospital mobile apps. The results of the structual equation modeling showed that most of the quality factors have significant effects on expectation confirmation, perceived usefulness, and satisfaction. Additionally, expectation confirmation significantly affects perceived usefulness and satisfaction, and both perceived usefulness and satisfaction significantly affect the continuous use intention of hospital mobile apps. This study is of importance in that it integrates the ISSM and ECM and applies them to the context of using hospital mobile apps, which are underutilized in the healthcare field, and provides practical implications for increasing the utilization rate of hospital mobile apps and operating effective and efficient services through the findings.

• Journal of Industrial Convergence
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• v.21 no.4
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• pp.41-63
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• 2023

Organizational members' innovative behavior is a key element that promotes organizational growth and sustainability. With today's unstable environment of economic and market , the importance of employees' innovative behavior is being emphasized. The reason is that employees' innovative behaviors play an important role in securing a organizational competitiveness. Based on this, this study focused on ways to improve employees' innovation behavior. Specifically, the causal relationship between participatory leadership and employees' innovative behavior was identified and the influence of innovative behavior was also verified. Furthermore, in the process of participatory leadership influencing employees' innovative behavior, the serial multiple mediating effect of knowledge sharing and creativity was verified. In order to demonstrate the hyphotheses, this study focused on 237 employees who work in Chinese SMEs. The results of the empirical analysis showed that participatory leadership had a positive effect on knowledge sharing, creativity, and innovative behavior. In addition, the serial multiple mediating effects of knowledge sharing and creativity on the relationship between participatory leadership and innovative behavior was significant. Overall, this study verified the positive role of participatory leadership that enhances employees' innovative behavior in Chinese SMEs and contributed to expanding the research field related to employees' innovative behavior through serial multiple mediating model.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.55-69
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• 2022

The purpose of this study is to verify whether there is a mediating effect of self-efficacy in the relationship between self-leadership and organizational commitment, self-leadership and job satisfaction. Specifically, hypotheses were established and a research model was established that behavior-focused strategies, natural reward strategies, and constructive thought pattern strategies have a significant positive (+) effect on organizational commitment, self-efficacy among these variables. In order to analyze this, 239 copies of survey data were collected from general domestic companies and analyzed through SPSS 25.0. The mediating analysis was conducted in the manner proposed by Baron & Kenny(1986). As a result, among the sub-factors of self-leadership, behavior-focused strategies and natural reward strategies had a significant positive (+) effect on organizational commitment, but constructive thought pattern strategies had no causal relationship with organizational commitment. In addition, in the relationship between these variables, self-efficacy showed a partial mediating effect. On the other hand, in the relationship between self-leadership and job satisfaction, only the natural reward strategies among the sub-factors of self-leadership showed a significant positive (+) effect, and behavior-focused strategies and constructive thought pattern strategies showed no causal relationship. Among these variables, self-efficacy was found to show partial mediation. Details and implications of the analysis results were dealt with in the conclusions and discussions of the study.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.9-18
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• 2022

Organizational performance is directly associated with leaders' behavior and the importance of various leadership types are continuously emphasized. Various of leadership types are possessed of different roles and influences. Nowadays, Chinese organizations continue to reinforce social responsibility and demand ethical elements for continuous development of organization and performance improvement. It shows that the importance of ethical leadership is emphasized among Chinese organizations. Based on this phenomenon, this research focused on identifying the role of ethical leadership and verifying the level of performance. According to the current situation that requires innovation in relation to performance, we focused on the employees' innovative behavior. Furthermore, we also verified serial multiple mediating effects of trust in leader and voice behavior on the relationship between ethical leadership and innovative behavior. This research focused on 336 employees in Chinese small and medium-sized enterprises to conducted a survey and the data were used in empirical analysis. The results showed ethical leadership had a positive influence on innovative behavior. In additon, the serial multiple mediating effects of trust in leader and voice behavior were verified. Overall, this research focused on exploring performance that can be achieved through ethical leadership and finding the ways to improve performance. Finally, the future research related to ethical leadership and performance was presented.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.85-92
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• 2022

This research emphasized that the importance of work-family conflict elements such as time-based conflict, strain-based conflict, behavior-based conflict and verify the effects of these three elements on organizational commitment through the moderating effects of Job autonomy. The research results are as follows. First, behavioral-based conflict, a element of work-family conflict, was found to have a negative effect on organizational commitment, but time-based conflict and strain-based conflict were verified to have no effect. Second, strain-based conflict and behavior-based conflict, which are elements of family-work conflict, were found to have a negative effect on organizational commitment, but time-based conflict was verified to have no effect. Third, job autonomy had a moderating effect in the relationship between behavior-based conflict and organizational commitment. Fourth, as a result of verifying the moderating effects of job autonomy in the relationship between family-work conflict and organizational commitment, it was found that job autonomy had moderating effects in the relationship between strain-based conflict, behavior-based conflict and organizational commitment.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.63-68
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• 2022

This After the debut of 5G, our lives have changed a lot. In particular, the proliferation of wireless network services through smartphones and LTE has completely changed the existing mobile communication services that are limited to voice/text communication between individuals and individuals, and new innovative services have emerged in all aspects of personal and corporate activities. This study verified the relationship between the social characteristics of 5G services and users' willingness to use 5G services. It analyzed the influence relationship between independent variables (social reality, subjective norms), media variables (perceived usefulness) and dependent variables (use intention), set hypotheses, and identified the media effects of perceived usefulness. The measurement items of variables are defined, and the research model of 5G service usage intention is designed. A questionnaire survey was conducted on the measurement items for users who have experience in using 5G services. Based on this result, among the social factors of users of 5G services, social reality and subjective norms are suitable factors to improve users' intentions. And through this research we put forward the enlightenment, discussed the limitations of the research and future research directions.