• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• The Korean Journal of Air & Space Law and Policy
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• v.25 no.2
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• pp.163-199
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• 2010

A frequent flyer program is a loyalty program offered by many airlines. Typically, airline customers enrolled in the program accumulate frequent flyer miles corresponding to the distance flown on that airline or its partners. There are other ways to accumulate miles. In recent years, more miles were awarded for using co-branded credit and debit cards than for air travel. Acquired miles can be redeemed for free air travel; for other goods or services, such as travel class upgrades, airport lounge access or priority bookings. The first modern frequent flyer program was created Texas International Airlines in 1979. This program was also adopted in Korean Air in 1984. Since then, the mileage programs have grown enormously. As of June 2009, the total member of two national airlines in Korea had been over thirty million. However, accumulated miles could be burden of airlines, because the korean corporations should record the annual financial report the accumulate mileage on a liability account by 'the international financial report standards(IFRS)' next year. The korean airlines need to minimize the accumulated miles, so that for instance Korean Airlines SKYPASS-miles expire 5 years after being earned. It means that miles earned on or after July 2008 will expire after five years if unredeemed. Thus, this paper attempt to analyze the unfairness of the mileage rules of korean airlines by examining a specific portion of the conditions relating to consumer protection, because many mileage users has difficulties using mileage programs and complained the amendment of the mileage rules. In conclusion, the contemporary mileage rules in Korea are rather unsatisfactory, because airlines is not only recognizing a mileage into a kind of benefit but also denying inheritance of mileage and the legal nature of mileage as a property right. It is necessary to amend relevant mileage rules in view of consumer protection, because air mileage is not simple benefit but a right of mileage user.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.22 no.6
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• pp.1210-1230
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• 1997

In this paper, we suggest an architecture of DS/CDMA tranceiver composed of one pilot channel used as reference and multiple traffic channels. The pilot channel-an unmodulated PN code-is used as the reference signal for synchronization of PN code and data demondulation. The coherent demodulation architecture is also exploited for the reverse link as well as for the forward link. Here are the characteristics of the suggested DS/CDMA system. First, we suggest an interlaced quadrature spreading(IQS) method. In this method, the PN coe for I-phase 1st channel is used for Q-phase 2nd channels and the PN code for Q-phase 1st channel is used for I-phase 2nd channel, and so on-which is quite different from the eisting spreading schemes of DS/CDMA systems, such as IS-95 digital CDMA cellular or W-CDMA for PCS. By doing IQS spreading, we can drastically reduce the zero crossing rate of the RF signals. Second, we introduce an adaptive threshold setting for the synchronization of PN code, an initial acquistion method that uses a single PN code generator and reduces the acquistion time by a half compared the existing ones, and exploit the state machines to reduce the reacquistion time Third, various kinds of functions, such as automatic frequency control(AFC), automatic level control(ALC), bit-error-rate(BER) estimator, and spectral shaping for reducing the adjacent channel interference, are introduced to improve the system performance. Fourth, we designed and implemented the DS/CDMA MODEM to be used for variable transmission rate applications-from 16Kbps to 1.024Mbps. We developed and confirmed the DS/CDMA MODEM architecture through mathematical analysis and various kind of simulations. The ASIC design was done using VHDL coding and synthesis. To cope with several different kinds of applications, we developed transmitter and receiver ASICs separately. While a single transmitter or receiver ASC contains three channels (one for the pilot and the others for the traffic channels), by combining several transmitter ASICs, we can expand the number of channels up to 64. The ASICs are now under use for implementing a line-of-sight (LOS) radio equipment.

• Korean Journal of Remote Sensing
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• v.32 no.2
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• pp.105-118
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• 2016

The purpose of this study is to improve the classification system of sub-divided land cover map among the land cover maps provided by the Ministry of Environment. To accomplish the purpose, first, the overseas country land cover map classification items were examined in priority. Second, the area ratio of each item established by applying the previous sub-divided classification system was analyzed. Third, the survey on the improvement of classification system targeting the users (experts and general public) who actually used the sub-divided land cover map was carried out. Fourth, a new classification system which improved the previous system by reclassifying 41 classification items into 33 items was finally established. Fifth, the established land cover classification items were applied on study area, and the land cover classification result according to the improvement method was compared with the previous classification system. Ilsan area in Goyang city where there are diverse geographic features with various land surface characteristics such as the urbanization area and agricultural land were distributed evenly were selected as the study area. The basic images used in this study were 0.25 m aerial ortho-photographs captured by the National Geographic Information Institute (NGII), and digital topographic map, detailed stock map plan, land registration map and administrative area map were used as the relevant reference data. As a result of applying the improved classification system into the study area, the area of culture-sports, leisure facilities was $1.84km^2$ which was approximately more than twice larger in comparison to the previous classification system. Other areas such as transportation and communication system and educational administration facilities were not classified. The result of this study has meaningful significance that it reflects the efficiency for the establishment and renewal of sub-divided land cover map in the future and actual users' needs.

• Cartoon and Animation Studies
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• s.40
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• pp.477-496
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• 2015

Emotional awareness is the image of a person is represented by different tendencies. Currently, the emotion computing to objectively evaluate the emotion recognition research is being actively studied. However, existing emotional computing research has many problems to run. First, the non-objective in emotion recognition if it is inaccurate. Second, the correlation between the emotion recognition is unclear points. So to test the regularity of image sensitivity to the need of the present study is to control emotions in the computing system. In addition, the screen number of the emotion recognized for the purpose of this study, applying the method of objective image emotional computing system and compared with a similar degree of emotion of the person. The key features of the image emotional computing system calculates the emotion recognized as numbered digital form. And to study the background of emotion computing is a key advantage of the effect of the James A. Russell for digitization of emotion (Core Affect). Pleasure emotions about the core axis (X axis) of pleasure and displeasure, tension (Y-axis) axis of tension and relaxation of emotion, emotion is applied to the computing research. Emotional axis with associated representative sensibility very happy, excited, elated, happy, contentment, calm, relaxing, quiet, tired, helpless, depressed, sad, angry, stress, anxiety, pieces 16 of tense emotional separated by a sensibility ComputingIt applies. Course of the present study is to use the color of the color key elements of the image computing formula sensitivity, brightness, and saturation applied to the sensitivity property elements. Property and calculating the rate sensitivity factors are applied to the importance weight, measured by free-level sensitivity score (X-axis) and the tension (Y-axis). Emotion won again expanded on the basis of emotion crossed point, and included a representative selection in Sensibility size of the top five ranking representative of the main emotion. In addition, measuring the emotional image of a person with 16 representative emotional score, and separated by a representative of the top five senses. Compare the main representative of the main representatives of Emotion and Sensibility people aware of the sensitivity of the results to verify the similarity degree computing emotion emotional emotions depending on the number of representative matches. The emotional similarity computing results represent the average concordance rate of major sensitivity was 51%, representing 2.5 sensibilities were consistent with the person's emotion recognition. Similar measures were the degree of emotion computing calculation and emotion recognition in this study who were given the objective criteria of the sensitivity calculation. Future research will need to be maintained weight room and the study of the emotional equation of a higher concordance rate improved.

• Journal of Intelligence and Information Systems
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• v.24 no.3
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• pp.221-241
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• 2018

As we enter the knowledge society, the importance of information as a new form of capital is being emphasized. The importance of information classification is also increasing for efficient management of digital information produced exponentially. In this study, we tried to automatically classify and provide tailored information that can help companies decide to make technology commercialization. Therefore, we propose a method to classify information based on Korea Standard Industry Classification (KSIC), which indicates the business characteristics of enterprises. The classification of information or documents has been largely based on machine learning, but there is not enough training data categorized on the basis of KSIC. Therefore, this study applied the method of calculating similarity between documents. Specifically, a method and a model for presenting the most appropriate KSIC code are proposed by collecting explanatory texts of each code of KSIC and calculating the similarity with the classification object document using the vector space model. The IPC data were collected and classified by KSIC. And then verified the methodology by comparing it with the KSIC-IPC concordance table provided by the Korean Intellectual Property Office. As a result of the verification, the highest agreement was obtained when the LT method, which is a kind of TF-IDF calculation formula, was applied. At this time, the degree of match of the first rank matching KSIC was 53% and the cumulative match of the fifth ranking was 76%. Through this, it can be confirmed that KSIC classification of technology, industry, and market information that SMEs need more quantitatively and objectively is possible. In addition, it is considered that the methods and results provided in this study can be used as a basic data to help the qualitative judgment of experts in creating a linkage table between heterogeneous classification systems.

• Cartoon and Animation Studies
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• s.6
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• pp.152-171
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• 2002

This study analyses the avatar service, which is recognized as an alternative strategy of animation industry. The research questions of this study are following: (1) How have the avatar services been developed and what are the present dominant types? (2) Which structural characteristics of e-business environment are needed for the success of avatar services? (3) What is the economic characteristics of avatar business model? To solve these research questions, the basic conditions and the structural characteristics of avatar services have been investigated. In the first place, two forms of avatar service are classified. One is the internet service site whole primary service is to provide chatting service based on avatar service. The other is the portal site in which many kinds of products and services are presented as bundles to meet the needs of internet users. So avatar service is one of bundles which those portal sites are providing with. In this study, the big five internet service sites are selected based on the profits they earned through the sales of avatar service. The result of analysis is that the pricing strategy of those big five sites is very different from those of traditional off-line markets. The pricing mechanism are based on the value which internet users endow with the avatar items, not based on the costs of making the products. Avatar is the representative informative goods. The informative goods have the original cost structures, constant fixed costs and zero marginal costs, so the providers of avatar services make much of the subjective values of consumers. The sayclub, which is the most successful avatar service site and earn the average sales of 3 billing won a month, takes the aggressive strategy of pricing avatar items at highest price in the industry. The avatar service providers which make lots of profits are planning of making differentiate the services, introducing well-known brand items and star-named items. Nevertheless, the fact that the members of the sayclub are not decreasing means that the network effect of the site is so strongly manifest. Moreover, the costs the members have paid for the avatar items are so big not as to switch from one site to the other site, it can be very costly. These switching costs are endemic in high-technology industries and digital contents industries. It can be so large that switching suppliers is virtually unthinkable, a situation known as 'lock-in'. When switching costs are substantial, competition can be intense to attract new customers, since, one they are locked in, they can be a substantial source of profit. The consumers of avatar items have switching costs if they subscribe for the new avatar service site. The switching costs can be subscription costs as well as the costs of giving up the items they already paid for. One common example of switching costs involves specialized supplies, as with inkjet printer cartridges. In this example, the switching cost is the purchase of a new printer. The market is competitive ex ante, but since cartridges are incompatible, it is monopolized dx post. So the providers of printer/cartridges set pricing printer so cheap and cartridges expensive. On the contrary, since the avatar service can be successful with the strong network effect, the providers of avatar services have to compete aggressively for new customers. So they allow the subscription at a low price(almost marginal cost) in the early market. The network effect can be maximized when the members are sufficiently growing. The providers which have the monopoly power with sufficient subscribers. begin to raise the prices over the lifetime of the product and make profits.

• Journal of the Korean Association of Geographic Information Studies
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• v.17 no.4
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• pp.52-68
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• 2014

In this study, we investigated the seasonal variation of SST(Sea Surface Temperature) and thermal effluents estimated by using Landsat-7 ETM+ around the Kori Nuclear Power Plant for 10 years(2000~2010). Also, we analyzed the direction and range of thermal effluents dispersion by the tidal current and tide. The results are as follows, First, we figured out the algorithm to estimate SST through the linear regression analysis of Landsat DN(Digital Number) and NOAA SST. And then, the SST was verified by compared with the in situ measurement and NOAA SST. The determination coefficient is 0.97 and root mean square error is $1.05{\sim}1.24^{\circ}C$. Second, the SST distribution of Landsat-7 estimated by linear regression equation showed $12{\sim}13^{\circ}C$ in winter, $13{\sim}19^{\circ}C$ in spring, and $24{\sim}29^{\circ}C$ and $16{\sim}24^{\circ}C$ in summer and fall. The difference of between SST and thermal effluents temperature is $6{\sim}8^{\circ}C$ except for the summer season. The difference of SST is up to $2^{\circ}C$ in August. There is hardly any dispersion of thermal effluents in August. When it comes to the spread range of thermal effluents, the rise range of more than $1^{\circ}C$ in the sea surface temperature showed up to 7.56km from east to west and 8.43km from north to south. The maximum spread area was $11.65km^2$. It is expected that the findings of this study will be used as the foundational data for marine environment monitoring on the area around the nuclear power plant.

• Journal of the Korean earth science society
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• v.29 no.1
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• pp.1-12
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• 2008

A geophysical mapping was performed for Hwasan caldera which is located in Euisung Sub-basin of the southeastern part of the Korean Peninsula. In order to overcome the limitation of the previous studies, remote sensing technic was used and dense potential data were obtained and analyzed. First, we analyzed geological lineament for target area using geological map, digital elevation model (DEM) data and satellite imagery. The results were greatly consistent with the previous studies, and showed that N-S and NW-SE direction are the most dominant one in target area. Second, based on the lineament analysis, highly dense gravity data were acquired in Euisung Sub-basin and an integrated interpretation considering air-born magnetic data was made to investigate the regional structure of the target area. The results of power spectrum analysis for the acquired potential data revealed that the subsurface of Euisung Sub-basin have two density discontinuities at about 1 km and 3-5 km depth. A 1 km depth discontinuity is thought as the depth of pyroclastic sedimentary rocks or igneous rocks which were intruded at the ring vent of Hwasan caldera, while a 3-5 km depth discontinuity seems to be associated with the depth of the basin basement. In addition, three-dimensional gravity inversion for the total area of Euisung Sub-basin was carried out, and the inversion results indicated two followings; 1) Cretaceous Palgongsan granite and Bulguksa intrusion rocks, which are located in southeastern part and northeastern part of Euisung Sub-basin, show two major low density anomalies, 2) pyroclastic rocks around Hwasan caldera also have lower density when compared with those of neighborhood regions and are extended to 1.5 km depth. However, a poor vertical resolution of potential survey makes it difficult to accurately delineate the detailed structure caldera which has a vertically developed characteristic in general. To overcome this limitation, integrated analysis was carried out using the magnetotelluric data on the corresponding area with potential data and we could obtain more reasonable geologic structure.

• Asia pacific journal of information systems
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• v.19 no.1
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• pp.33-62
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• 2009

Internet computing is a disruptive IT innovation. Semantic Web can be considered as an IT innovation because the Semantic Web technology possesses the potential to reduce information overload and enable semantic integration, using capabilities such as semantics and machine-processability. How should organizations adopt the Semantic Web? What factors affect the adoption and diffusion of Semantic Web innovation? Most studies on adoption and diffusion of innovation use empirical analysis as a quantitative research methodology in the post-implementation stage. There is criticism that the positivist requiring theoretical rigor can sacrifice relevance to practice. Rapid advances in technology require studies relevant to practice. In particular, it is realistically impossible to conduct quantitative approach for factors affecting adoption of the Semantic Web because the Semantic Web is in its infancy. However, in an early stage of introduction of the Semantic Web, it is necessary to give a model and some guidelines and for adoption and diffusion of the technology innovation to practitioners and researchers. Thus, the purpose of this study is to present a model of adoption and diffusion of the Semantic Web and to offer propositions as guidelines for successful adoption through a qualitative research method including multiple case studies and in-depth interviews. The researcher conducted interviews with 15 people based on face-to face and 2 interviews by telephone and e-mail to collect data to saturate the categories. Nine interviews including 2 telephone interviews were from nine user organizations adopting the technology innovation and the others were from three supply organizations. Semi-structured interviews were used to collect data. The interviews were recorded on digital voice recorder memory and subsequently transcribed verbatim. 196 pages of transcripts were obtained from about 12 hours interviews. Triangulation of evidence was achieved by examining each organization website and various documents, such as brochures and white papers. The researcher read the transcripts several times and underlined core words, phrases, or sentences. Then, data analysis used the procedure of open coding, in which the researcher forms initial categories of information about the phenomenon being studied by segmenting information. QSR NVivo version 8.0 was used to categorize sentences including similar concepts. 47 categories derived from interview data were grouped into 21 categories from which six factors were named. Five factors affecting adoption of the Semantic Web were identified. The first factor is demand pull including requirements for improving search and integration services of the existing systems and for creating new services. Second, environmental conduciveness, reference models, uncertainty, technology maturity, potential business value, government sponsorship programs, promising prospects for technology demand, complexity and trialability affect the adoption of the Semantic Web from the perspective of technology push. Third, absorptive capacity is an important role of the adoption. Fourth, suppler's competence includes communication with and training for users, and absorptive capacity of supply organization. Fifth, over-expectance which results in the gap between user's expectation level and perceived benefits has a negative impact on the adoption of the Semantic Web. Finally, the factor including critical mass of ontology, budget. visible effects is identified as a determinant affecting routinization and infusion. The researcher suggested a model of adoption and diffusion of the Semantic Web, representing relationships between six factors and adoption/diffusion as dependent variables. Six propositions are derived from the adoption/diffusion model to offer some guidelines to practitioners and a research model to further studies. Proposition 1 : Demand pull has an influence on the adoption of the Semantic Web. Proposition 1-1 : The stronger the degree of requirements for improving existing services, the more successfully the Semantic Web is adopted. Proposition 1-2 : The stronger the degree of requirements for new services, the more successfully the Semantic Web is adopted. Proposition 2 : Technology push has an influence on the adoption of the Semantic Web. Proposition 2-1 : From the perceptive of user organizations, the technology push forces such as environmental conduciveness, reference models, potential business value, and government sponsorship programs have a positive impact on the adoption of the Semantic Web while uncertainty and lower technology maturity have a negative impact on its adoption. Proposition 2-2 : From the perceptive of suppliers, the technology push forces such as environmental conduciveness, reference models, potential business value, government sponsorship programs, and promising prospects for technology demand have a positive impact on the adoption of the Semantic Web while uncertainty, lower technology maturity, complexity and lower trialability have a negative impact on its adoption. Proposition 3 : The absorptive capacities such as organizational formal support systems, officer's or manager's competency analyzing technology characteristics, their passion or willingness, and top management support are positively associated with successful adoption of the Semantic Web innovation from the perceptive of user organizations. Proposition 4 : Supplier's competence has a positive impact on the absorptive capacities of user organizations and technology push forces. Proposition 5 : The greater the gap of expectation between users and suppliers, the later the Semantic Web is adopted. Proposition 6 : The post-adoption activities such as budget allocation, reaching critical mass, and sharing ontology to offer sustainable services are positively associated with successful routinization and infusion of the Semantic Web innovation from the perceptive of user organizations.