• 한국정보시스템학회지:정보시스템연구
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• 제17권3호
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• pp.111-134
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• 2008

As students can purchase textbooks online or from local bookstores, we proposed a model to study the predictors of textbook purchasing from online bookstores based on the theory of reasoned action (TRA) and technology acceptance model (TAM). The survey instrument consisted of 51 items to assess 10 constructs of the proposed model, where the items used to measure the constructs were adapted from previous literature. Pre-testing and pilot testing of the measures were conducted by selected users of online bookstores. Data were collected from 220 university students who have purchased and intend to purchase their textbooks from online bookstores. The findings of this research are summarized as follows. First, navigation, previous experience, and innovation have a significant impact on the buyer's perception of ease of use. Second, price and delivery services have a significant impact on the buyer's perception of usefulness. Third, the perception of ease of use also has a significant impact on the buyer's perception of usefulness. Fourth, the perception of ease of use, perception of usefulness, and subjective norms all significantly support the purchasing intention in the case of online bookstores.

• 한국보육지원학회지
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• 제14권5호
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• pp.19-46
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• 2018

Objective: The purpose this study is to explore the relationship between grandmothers and mothers when grandmothers take care of their grandchildren, and to understand the particular meaning of it. Methods: The Participants were 5 grandmothers who have supported or have experience in caring for their grandchildren, and their daughters(5 working mothers) who have entrusted their children to them. In-depth interviews were conducted and analysed by the phenomenological qualitative research method. Results: Seventeen sub-constructs and 5 constructs resulted in: (1) Motivation of grandmothers and mothers for taking care of grandchildren. (2) Pressure of grandmothers and satisfaction of mothers for the support. (3) Grandmothers stepping back and saying 'Not my child' and mothers saying 'It's my child' and thinking their influence is big. (4) Consistent sacrifice of grandmothers and mothers who cannot do the same. (5) Grandmothers feeling empty after caring for their grandchildren and mothers realizing their efforts. Conclusion/Implications: This study attempted to understand the relationship between grandmothers and mothers when grandmothers take care of their grandchildren from multi-perspectives. Through the findings, the need for developing healthy relationships and a caring environment for grandmothers and their grandchildren is stressed.

• 산업공학
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• 제13권4호
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• pp.564-571
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• 2000

Manufacturing companies are implementing a so-called customer-centered supply chain management to have a competitive advantage. In these efforts, collaboration not only within a company but also with suppliers, partners and customers is emphasized. The fast delivery, reducing the total lead-time from development to delivery, is pursued more than ever, though the quality and cost are still importantly regarded. Die manufacturing companies are not exception from these trends, because a die is a necessary tool for almost manufacturing industries. The planning and scheduling system plays an important role in supply chain management. In this study, we address a scheduling problem of a die manufacturing company. The problem is very complex due to many reasons including the uncertainty in environment and the complexity of constraints. Considering the importance of due-date satisfaction and human planners' roles, we designed the solution algorithm and the user interface respectively. In the implementation phase, modeling constructs and basic solution algorithms of ILOG solver and ILOG scheduler are used. In the paper, the problem and the algorithm are described with ILOG constructs, and the experience of use is also addressed.

• 패션비즈니스
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• 제24권6호
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.939-950
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• 2021

The purpose of this research is to investigate the factors affecting Thai commercial bank users' behavioral intention towards QR code payment system via mobile banking applications. The researchers conducted the study based on quantitative research approach. Non-probability sampling method such as the quota and convenience sampling was applied as sampling technique. A self-administered questionnaire was distributed. The data was collected from 1,800 respondents living in Bangkok, who have had an experience with QR code payment system with the top-three mobile banking applications in Thailand. This study concentrates on confirmatory factor analysis and structural equation modeling as a statistical tool to examine the data, model accuracy, and influence of critical variables. In addition, the researchers applied the first-order and second-order techniques to examine the relationship between constructs. Adoption readiness and perceived risk were second-order constructs. The results reveled that compatibility has an impact on attitude towards QR code payment. Moreover, adoption readiness, compatibility, attitude, and personal innovativeness are statistically significant that impact behavioral intention towards QR code payment. The strongest antecedents of behavioral intention were compatibility, attitude, adoption readiness, and personal innovativeness, respectively. Surprisingly, perceived risk and perceived trust do not statistically have a significant impact on behavioral intention towards QR code payment.

• The Journal of Asian Finance, Economics and Business
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• 제7권5호
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• pp.167-176
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• 2020

The study examined how the personality traits, manifested during serious leisure experience, i.e., experiences that involve the acquisition of special knowledge or techniques and the participation required to achieve the expertise necessary to express them. This study also investigated how such subjective well-being affected behavioral intention, specifically, the intention to use the same leisure facilities again and to spread this information to acquaintances by positive word of mouth. A survey was administered to 727 research subjects selected from pre-registered panels enrolled by an online research organization. The main constructs examined in this study were measured on 5-point Likert scales using multiple items. A structural equation model was employed to verify the proposed conceptual model and the relationships among variables. The results revealed that, of the personality traits, participants high in extraversion, openness to experience, and agreeableness felt high levels of life satisfaction and positive affect, i.e. a sense of subjective well-being. Second, users who felt a high level of subjective well-being, specifically, high life satisfaction and positive affect, also indicated a high level of behavioral intention. Finally, the academic and practical implications and limitations of the study, as well as future research plans involving the personality traits underlying serious leisure experiences are discussed.

• 인터넷정보학회논문지
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• 제11권3호
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• pp.105-119
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• 2010

본 연구는 IPTV 서비스의 수용 행위에 영향을 미치는 요인들을 분석함과 동시에 각 요인들간의 관계를 파악하는데 그 목적을 두고 있다. 특히 사회문화적 요인, 플로우(flow) 경험 및 지각된 행위 통제가 IPTV 서비스 수용에 어떤 영향을 미치는 지를 확장된 기술수용모델(Extended Technology Acceptance Model, ETAM)을 기반으로 구조방정식을 통해 검증 하였다. 연구 결과 사회문화적 요인과 지각된 행위 통제는 직접적으로 서비스 수용에 영향을 미치는 중요 요인으로 판명되었다. 플로우 경험은 서비스 수용에 직접적인 영향을 주지는 않지만, 서비스 이용에 대한 인지적인 태도에 영향을 주어 간접적인 영향을 주는 것으로 나타났다. 또한 사회문화적 요인은 서비스의 인지된 유용성과 용이성에도 영향을 주는 것으로 나타났으며, 인지된 유용성과 용이성의 경우 플로우 경험에 영향을 주는 것으로 나타났다.

• Asia pacific journal of information systems
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• 제19권4호
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• pp.149-176
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• 2009

In the recent e-learning environment, avatars are often used to help learners get familiar with the contents, which is ultimately to motivate them to study more. Therefore, it is important to investigate whether avatars have actually the desirable effect on users of e-learning materials. Surprisingly, however, no extensive study has been conducted on this crucial issue Accordingly, main objectives this study are summarized as follows. First, we need to gain better understanding of how much learners' trust towards avatars (termed as "avatar trust") is transferred to learners' trust towards e-learning contents (termed as "contents trust"). Second, we need to investigate how much learners' personal relationships with avatars as well as learning behaviors change depending on avatar types (attractive vs. professional) and contents complexity (easy vs. difficult). As described in the study objectives, in order for us to analyze empirical data more systematically, we classified avatar types into two: "attractive" and "professional;" the contents are categorized as either "easy" or "difficult." Therefore, it is essential for this study to build a prototype e-learning website on which our research purpose can be realized and tested effectively with proper avatar types and e-learning contents. For this purpose, we built a prototype e-learning website, in which avatars are invited from currently working avatar instructors used in real-world e-learning websites, and e-learning contents are adapted from real-world contents about Java programming topic, which have been proved to have shown high quality and reliability. Our research method includes questionnaire survey by inviting a number of valid respondents comprised of office workers who are believed to have high demands for the e-learning contents as well as those who have previous experience with avatar instructors. Respondents were given one of the four e-learning experiment conditions (2 avatar types x 2 contents types) on a random basis. Each experimental e-learning condition is framed to have the same quality but different avatar type and content complexity. Then the respondents are asked to fill out the survey form which has questions about avatar trust, contents trust, personal relationships with avatar, and learning behavior, among others. Regarding the constructs used in research model, we based them rigorously on previous studies. For example, we used six constructs such as behavior to give information (BGI), behavior to obtain information (BOI), need for inclusion wanted, need for control wanted, contents trust, and avatar trust. To measure them, 7-Likert scales were used in the questionnaire. E-learning performance was measured indirectly through two constructs such as BGI and BOI. Six constructs used in the research model were adopted and revised from the FIRO-B model suggested by Schutz. Empirical results are as follows: First, professional avatars are more effective for difficult contents, while attractive avatars were not as effective for easy contents. Second, our study results ascertained that avatar trust transfers to contents trust regardless of avatar types and contents complexity.

• 한국컴퓨터정보학회논문지
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• 제28권3호
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• pp.177-187
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• 2023

이 연구는 교육서비스 관점에서 MOOC의 질 평가를 위한 잠재모형을 도출하고 신뢰롭고 타당한 MOOC 질 평가도구를 개발하고 타당화하는 데 목적이 있다. 연구목적을 달성하기 위해 선행 연구결과에 기초해서, MOOC 평가 잠재모형(4개 요인과 8개 하위요인)을 도출하였다. 이 잠재모형을 토대로 18개 예비 평가문항을 개발한 후, 대학 원격수업 경험이 있는 학습자 138명을 대상으로 문항중요도 설문을 실시하였다. 수집된 136개의 자료를 활용하여 탐색적 요인분석 결과, 수집된 데이터에서 4개의 요인(체제적 학습 경험, 가치 경험, 가치 경험의 공동 창조, 고차원 학습경험)과 7개의 하위요인(실제성, 신뢰성, 확신성, 반응성, 조직환경 체계성, 프로그램 체계성, 학습자 지지의 체계성, 공동주도성)으로 추출되었다. 신뢰도 분석결과, 선정된 문항들은 각 척도를 구성하는 문항으로서 높은 내적합치도를 보였다. MOOC에 대한 평가도구는 타당하고 신뢰할 수 있다는 결론을 내릴 수 있다.

• Asia pacific journal of information systems
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• 제23권1호
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• pp.21-43
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• 2013

Internet vendors are gradually realizing the importance of "locking-in" online customers in order to ensure profitability. Erection of switching barriers increases customers'lock-in and in turn may result in their willingness to pay price-premium for the same service. However, raising customer lock-in online is difficult because search costs are very low. Therefore, this study examines the effect of switching barriers (customer satisfaction, perceived value and relative advantage) on switching costs and the effect of switching costs on customer's willingness to pay more. Since switching costs and consequent relationships may depend upon the type of product therefore the research model in this study is examined for both search products and experience products. Data is collected through an online survey from two websites (one each for search product and experience product). The empirical results show the key role of switching costs in customers' willingness to pay more and the relationships among the four constructs. The theoretical and practical implications of this study are also discussed.