• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.65-88
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• 2008

Since the implementation of economic reforms in 1978, the Chinese economy grows rapidly at an average annul growth rate of 9% over the post two decades. Franchising has been widely recognized as an important source of entrepreneurial activity. Trust is important in that it facilitates relational exchanges by permits partners to transcend short-run inequities or risks to concentrate on long-term profits or gains. In the relationship between the franchisors and franchisees, trust has been described as an important source of competitive advantage. However, little research has been done on the factors affecting trust in Chinese franchisor-franchisee relationships. The purpose of this study is to investigate what factors affect the trust in the franchise system in China, and to provide guidelines and insights to franchisors which enter Chinese market. In this study, according to Morgan and Hunt (1994), trust is defined as the extending when one party has confidence in an exchange partner's reliability and integrity. We offered a conceptual model of the empirical study. The model shows that the factors affecting the trust include franchisor's supports, communication, satisfaction with previous outcome and conflict. We also suggested the franchisor's supports and communication like to enhance the franchisee's satisfaction with previous outcome, and the franchisor's supports, communication and he franchisee's satisfaction with previous outcome tend to decrease conflict. Before the formal study, a pretest involving exploratory interviews with owners from three franchisees was conducted to make sure the questionnaire was relevant and clear to the respondents. The data were collected using trained interviewers to carry out personal interviews with the aid of an unidentified, muti-page, structured questionnaire. The respondents comprised of owners, managers, and owner managers of franchisee-owned food service franchises located in Beijing, China. Even though a total of 256 potential franchises were initially contacted, the finally usable sample consisted of 125 respondents. As expected, the sampling method was successful in soliciting respondents with waried personal and firm characteristics. Self-administrated questionnaires were used for all measures. And established scales were used to measure the latent constructs in this study. The measures tapped the franchisees' perceptions of the relationship with the referent franchisor. Five-point Likert-type scales ranging from "strongly disagree" (=1) to "strongly agree" (=7) were used throughout the constructs (trust, eight items; support, five items; communication, four items; satisfaction, six items; conflict, three items). The reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than.80. The proposed measurement model was estimated using SPSS 12.0 and AMOS 5.0 analysis package. We conducted A series of exploratory factor analyses and confirmatory factor analyses to assess the convergent validity, discriminant validity, and reliability. The results indicate reasonable overall fits between the model and the observed data. The overall fit of measurement model were $X^2$= 159.699, p=0.004, d.f. = 116, GFI =.879, NFI =.898, CFI =.969, IFI =.970, TLI =.959, RMR =.058. The results demonstrated that the data reasonably fitted the model. We also examined construct reliability and reliability and average variance extracted (AVE). The construct reliability of each construct was greater than.80 and the AVE of each construct was greater than.50. According to the analysis of Structure Equation Modeling (SEM), the results of path model indicated an adequate fit of the model: $X^2$= 142.126, p = 0.044, d.f. = 115, GFI =.892, NFI =.909, CFI =.981, IFI =.981, TLI =.974, RMR =.057. As hypothesized, the results showed that it is strategically important to establish trust in a franchise system, and the franchisor's supports, communication and satisfaction with previous outcome tend to reinforce franchisee's trust. The results also showed trust seems to decrease as the experience of conflict episodes increases. And we also noticed that franchisor's supports and communication tend to enhance the franchisee's satisfaction with previous outcome, and communication tend to decrease conflict. If the trust between the franchisor and franchisee can be established in a franchise system, franchising offers many benefits and reduces many costs. To manage a mutual trust of relationship with their franchisees, franchisor's should provide support effectively to their franchisees. Effective assistant services have direct effect on franchisees' satisfaction with previous outcome and trust in franchisor. Especially, franchise sales process, orientation, and training in the start-up period are key elements for success of the franchise system. Franchisor's support is an accumulated separate satisfaction evaluation with different kind of service provided by the franchisor. And providing support definitely can improve the trustworthy image of the franchisor. In the franchise system, conflicts of interests and exertions of different power sources are very common. The experience of conflict episodes seems to negatively relate to trust. Therefore, it is important to reduce the negative side of the relationship conflicts. Communication actually plays a broader role in reducing conflict and establish mutual trust in franchisor-franchisee relationship. And effective communication between franchisors and franchisees can improve franchisees' satisfaction toward the franchise system. As the diversification of Chinese markets, both franchisors and franchisees must keep the relevant, timely, and reliable communication. And it is very important to improve the quality of communication. Satisfaction with precious outcomes seems to positively relate to trust. Franchisors and franchisees that are highly satisfied with the previous outcomes that flow from their relationship will perceive their partner as advancing their goal achievement. Therefore, it is necessary for both franchisor and their franchisees to make the welfare of partner with effort. Little literature has focused on what factors affect the trust between franchisors and their franchisees in China. This study developed the hypotheses regarding the factors affecting trust in the transaction relationship. The results of data analysis supported the hypotheses strongly. There are certain limitations in this study. First, we may point out that some other factors missed in this study could be significantly important. Second, the context of this study, food service industry, limits its potential generalizability for all franchise systems. More studies in different categories of franchise system are needed to broaden its generalizability. Third, the model was tested empirically in a sample in Beijing, more empirical tests of the proposed model in other Chinese areas are needed. Finally, the analysis in this study was solely based on the perception of franchisees and the opinions of franchisors were not included.

• The Journal of Information Systems
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• v.26 no.4
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• pp.247-284
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• 2017

Purpose The first purpose of this study is to investigate factors that are likely to influence user's intention to adopt third-party mobile payment platform. A comprehensive study about mobile payment services have used various variables to explain user's use intention based on the theory of reasoned action (TRA) or the theory of planned behavior (TPB). Variables such as simplicity, security, costs, relative advantage, individual mobility, subjective norm, trust, satisfaction, attitude towards use, perceived usefulness, perceived ease of use and so on. Among these factors, we expect to find out the most influential factors effecting user's use intention of the third-party mobile payment services. Second, we also examine whether the most influential factors have the same influence to different third-party mobile payment services by conducting comparative study of Alipay and WeChat Pay. Design/methodology/approach Empirical data for this study were collected from Chinese who has the experience using or have used Alipay or WeChat Pay. Participants needed to be familiar with Alipay or WeChat Pay because such users may be more aware of both the advantages and disadvantages of Alipay and WeChat Pay. We conduct a pilot test using Smart PLS 2.0, which includes 50 Alipay users and 82 WeChat Pay users. The result indicates that all the measurement fit for the context. And then 980 questionnaires were mainly sent out to the college students and the e-mails users randomly. To encourage participation, we give the participants a small gift as a present. Finally, we received a total of 683 replied. Data from respondents who gave incomplete or invalid answers were excluded to assure the validity of the constructs. 79 questionnaires were rejected, finally the valid data are 604 (with 372 Alipay users and 232 WeChat Pay users). Findings The results suggest that users' intention is determined by their trust on third-party mobile payment service and perceived usefulness of use. Comparative study results also indicated that the factors have different influence on Alipay group and WeChat Pay group, which offers a new aspect for academic field, and provides useful information to mobile payment service providers in China.

• Asia pacific journal of information systems
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• v.18 no.2
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• pp.15-40
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• 2008

With the explosive growth of the Internet, Internet shopping malls have become recognized as one of the major purchasing channels for consumers, as well as one of the competitive distribution channels for companies that allow them to contact with customers without intermediaries. It has motivated information systems(IS) researchers to examine the factors influencing consumer behavior and the purchase decision process in the context of Internet shopping malls. Despite the extensive research that has been conducted on the purchase decision process of consumers in online shopping malls, the results have demonstrated a need for further understanding of consumer behavior due to the unique features of virtual space and the characteristics of online consumers. Previous studies from marketing and consumer behavior domains have suggested that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite the critical role of involvement and the explosive growth of e-commerce, little research has examined the role of involvement in the Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests an theoretical model capable of better explaining consumers' intention to purchase in the Internet shopping mall context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as the consumer factors, along with perceived risk, information provision, and perceived price as the Internet shopping mall factors. Second, this study examines how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced into the research model as moderating variables. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. All question items were measured with a seven-point, Likert-type scale, with anchors ranging from 'strongly disagree' to 'strongly agree.' Two IS researchers reviewed the instrument and checked its face validity. We collected empirical data for this study over a period of two weeks from subjects who had purchase experiences through Internet shopping malls. A total of 473 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with AMOS 4.0. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed, along with its limitations.

• Journal of Korea Spatial Information System Society
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• v.4 no.2 s.8
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• pp.5-22
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• 2002

The considerable budgets for the 2nd-phase NGIS projects are allocated to the projects for developments of the GIS applications. Especially, the 78 local governments are major users of GIS application systems. In spite of GIS necessity in local government, whether a GIS is 'good' or bad, depends on its implementation and operation. How to implement GIS in effective wav and how to measure GIS effect for justifying GIS funding can be major concerns. Because it takes minimum 3-4 years to equal the costs and benefits of GIS, the long-terms implementation strategies for GIS project in local government are required. In order to establish a proper implementation model for the GIS application projects and to promote activities in the projects, this study considers several problems in accordance with the phases of GIS evolution and solutions of these problems. Based an the GIS auditing and consulting experience in local governments, this study constructs a GIS implementation and maintenance model in long and comprehensive perspective. This model can be a key to affective and realistic implementation for the future GIS projects.

• Journal of Preventive Medicine and Public Health
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• v.33 no.2
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• pp.215-225
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• 2000

Objective : The purpose of this study was to examine the therapeutic compliance and its related factors in the rural hypertensives. Method : A questionnaire survey and blood pressure measurement were performed to 3,876 residents of a rural area, and 660 hypertensives were selected as subjects of study. The study employed a hypothetical model which was composed of constructs from the health belief model and KAP model. The analysis techniques employed included contingency table analysis and structural equation modeling. Result : The proportion of those who were compliant to the treatment of hypertension was 44.2% of subjects. As the result of structural equation modeling, when patients had more favorable attitude toward treatment, higher perceived benefit, or lower perceived barriers to treatment, the therapeutic compliance was significantly higher(T>2.0). When patients had more knowledge about hypertension, or higher perceived severity of hypertension, the attitude toward the treatment of hypertension was more favorable significantly(T>2.0). And when patients had the support for treatment from family or neighbor, the attitude toward treatment was more favorable(T>2.0). When patients had experience of health education, they had more knowledge, higher perceived susceptibility of complication, perceived severity for hypertension, and perceived benefit of treatment, compare to patients without health education(T>2.0). Conclusion : In consideration of above findings, in order to improve the therapeutic compliance in the rural hypertensives, it would be necessary to change attitude, perception, knowledge about hypertension and its treatment, by various methods such as effective health education and programs for maintaining the supportive environment for hypertension treatment.

• Journal of Music and Human Behavior
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• v.11 no.1
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• pp.63-82
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• 2014

This qualitative study investigated how a music therapy program was experienced by juvenile offenders of school violence who were under a conditional suspension of indictment. Six adolescents participated in 12 consecutive weeks of group music therapy sessions, and were interviewed individually based on open-ended questions addressing key constructs of self-determination theory, which are autonomy, competence and relatedness. Using this framework, data was deductively analyzed using a modified grounded theory. The analysis also investigated how such impact of music therapy transferred or expanded to their everyday life. The analysis revealed that the properties of autonomy included making choices of songs and instruments, deciding how to play, and expressing opinions about music. Competence was associated with developing skills on musical instruments, creating own music, concentrating on their own project, and demonstrating their abilities. Relatedness were related to collaborating, exchanging opinions, and playing a part in musical projects. In addition, it was found that they also experienced shifts in consciousness and behavior, expanded self-awareness, and mutual exchange and group support. Lastly, it was revealed that the positive emotional and behavioral changes they experienced in music also appeared in their school life.

• Journal of The Korean Association For Science Education
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• v.37 no.5
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• pp.891-909
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• 2017

This study analyzed some of the discrepancies in quantitative and qualitative data focusing on cognitive and affective achievement in science education. Academic and affective achievement score of 308 high school students were collected as quantitative data, and 33 students were interviewed for qualitative data. We examined the causes and types of discrepancies in terms of testing tools. As a result from quantitative data, there were a large number of students with a big difference between subjects in cognitive achievement, and constructs in affective achievement. More than 20% of the students did not match tendency between achievements in two areas. Through interviews, some examples such as intentional control of science learning for future study and careers, different responses by differences in perception between school science and science, appeared. A comparison of quantitative data by testing tool between qualitative ones and interviews showed conflicting result, where most students evaluated themselves differently from their own quantitative data. That is due to the students' interaction with the testing tools. Two types of discrepancy related to testing tool are found. One is 'the concept difference between the item developer and students,' the other is 'the difference between students' exposed response and their real mindset.' These are related to the ambiguity of the terms used in the tool and response bias due to various causes. Based on this study, an effort is required to elaborate the testing item that matches students' actual perception and to apply students' science learning experience to testing items.

• Journal of Korean Philosophical Society
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• v.137
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• pp.131-149
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• 2016

The main purpose of this paper is to inquire into Johnson's defence of naturalistic ethics, and show how it could escape the intractable conundrum that has bothered moral philosophy ever since the early 20th century. Johnson shares the deconstructivist stance in claiming that moral theories are largely metaphorical constructs, and thus their claim to absoluteness is ungrounded. However, Johnson breaks with deconstructivist philosophers by offering a need for a constructive inquiry into "moral understanding." Then, Johnson's recent discussions are more concerned with moral fundamentalism in which he argues, is not only cognitively incorrect but immoral. It is incorrect in that it relies on the false assumptions on human cognition, and is immoral in that it shuts off any moral discussions. Instead, Johnson sees moral experience as a matter of moral deliberation in which we attempt "dramatic rehearsals" in Dewey's terms. Johnson's constructive offer in moral philosophy reminds us of "the size of moral theory," which fits human moral understanding as an embodied being, and this presents a third constructive way over the dichotomous conundrum of moral philosophy between traditional absolutism and nihilistic deconstructivism.

• 한국노년학
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• v.37 no.1
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• pp.201-219
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• 2017

This study was performed to test the socioemotional selectivity theory (SST) with Korean adults. According to SST, perceiving their life as limited, people are motivated to enhance their mood by regulating their mood in such a way to maximize the positive emotions and weaken the negative ones. Being founded on the dialectical constructs which assume the positive and negative sides of emotional experience coexist, Korean adults were supposed to be less motivated to maximize positive emotions and weaken negative emotions. Thus the elderly koreans might regulate emotions not in the direction of maximizing the positive emotions and weakening the negative ones, but in the direction of not being highly aroused. 166 youth, middle-aged, and elderly were asked to rate the frequencies of 31 positive and negative emotions they had experienced during the last month. In addition, they were asked to judge whether they weaken / adapt / maximize their emotions after experiencing positive and negative events. The elderly experienced less positive emotions as well as negative emotions than youth. Youth experienced emotions of high arousal more often than those of low arousal, but the elderly experienced emotions of high arousal less often. The responses of weakening their negative emotions and their positive emotions were largest in the elderly group. On the other hand, the response of maximizing their positive emotions were largest in the youth group. These results show that the elderly maintains emotional stability by weakening both positive and negative emotions of high arousal.

• Informatization Policy
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• v.26 no.2
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• pp.46-61
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• 2019

This study constructs an integrated model for university students' smart phone cyber bullying and tests interaction effects between causal and control factors. Causal factors include low self-control, differential association with cyber bullying peers, and victimization experiences; and control factors include internet ethics, perceived certainty of formal punishment, and bond to parents. This study focuses on examining how internet ethics buffers the effect of causal factors in cyber bullying. Results show that both differential association with cyber bullying peers and victimization experiences have significant effects on cyber bullying. And among the control factors, internet ethics only has a negative direct effect on cyber bullying. In addition, it is found that there are significant interaction effects between two causal factors - differential association with cyber bullying peers and victimization experiences - and internet ethics. It is also shown that there is a significant interaction effect between victimization experience and bond to parents, but a perceived formal punishment has no significant control effect. It is revealed that internet ethics is a main control factor in buffering the effects of causal factors in cyber bullying.