• Title/Summary/Keyword: Exploratory behavior

Search Result 442, Processing Time 0.033 seconds

Development of Nutrition Quotient for Korean adults: item selection and validation of factor structure (한국 성인을 위한 영양지수 개발과 타당도 검증)

  • Lee, Jung-Sug;Kim, Hye-Young;Hwang, Ji-Yun;Kwon, Sehyug;Chung, Hae Rang;Kwak, Tong-Kyung;Kang, Myung-Hee;Choi, Young-Sun
    • Journal of Nutrition and Health
    • /
    • v.51 no.4
    • /
    • pp.340-356
    • /
    • 2018
  • Purpose: This study was conducted to develop a nutrition quotient (NQ) to assess overall dietary quality and food behaviors of Korean adults. Methods: The NQ was developed in three steps: item generation, item reduction, and validation. Candidate items of the NQ checklist were derived from a systematic literature review, expert in-depth interviews, statistical analyses of the Korea National Health and Nutrition Examination Survey (2010 ~ 2013) data, and national nutrition policies and recommendations. A total of 368 adults (19 ~ 64 years) participated in a one-day dietary record survey and responded to 43 items in the food behavior checklist. Pearson's correlation coefficients between responses to the checklist items and nutritional intake status of the adults were calculated. Item reduction was performed, and 24 items were selected for a nationwide survey. A total of 1,053 nationwide adult subjects completed the checklist questionnaires. Exploratory and confirmatory factor analyses were performed to develop a final NQ model. Results: The 21 checklist items were used as final items for NQ. Checklist items were composed of four factors: nutrition balance (seven items), food diversity (three items), moderation for the amount of food intake (six items), and dietary behavior (five items). The four-factor structure accounted for 41.8% of the total variance. Indicator tests of the NQ model suggested an adequate model fit (GRI = 0.9693, adjusted GFI = 0.9617, RMR = 0.0054, SRMR = 0.0897, p < 0.05), and item loadings were significant for all subscales. Standardized path coefficients were used as weights of the items. The NQ and four-factor scores were calculated according to the obtained weights of the questionnaire items. Conclusion: NQ for adults would be a useful tool for assessing adult dietary quality and food behavior. Further investigations of adult NQ are needed to reflect changes in their food behavior, environment, and prevalence of chronic diseases.

An Exploratory Study of Hospice Care to Patients with Advanced Cancer (암환자를 위한 호스피스 케어에 관한 탐색적 연구)

  • Park, Hye-Ja
    • The Korean Nurse
    • /
    • v.28 no.3
    • /
    • pp.52-67
    • /
    • 1989
  • True nursing care means total nursing care which includes physical, emotional and spiritual care. The modern nursing care has tendency to focus toward physical care and needs attention toward emotional and spiritual care. The total nursing care is mandatory for patients with terminal cancer and for this purpose, hospice care became emerged. Hospice case originated from the place or shelter for the travellers to Jerusalem in medieval stage. However, the meaning of modem hospice care became changed to total nursing care for dying patients. Modern hospice care has been developed in England, and spreaded to U.S.A. and Canada for the patients with terminal cancer. Nowaday, it became a part of nursing care and the concept of hospice care extended to the palliative care of the cancer patients. Recently, it was introduced to Korea and received attention as model of total nursing care. This study was attempted to assess the efficacy of hospice care. The purpose of this study was to prove a difference in terms of physical, emotional a d spiritual aspect between the group who received hospice care and who didn't receive hospice care. The subject for this study were 113 patients with advanced cancer who were hospitalized in the S different hospitals. 67 patients received hospice care in 4 different hospitals, and 46 patients didn't receive hospice care in another 4 different hospitals. The method of this study was the questionaire which was made through the descriptive study. The descriptive study was made by individual contact with 102 patients cf advanced cancer for 9 months period. The measurement tool for questionaire was made by author through the descriptive study, and included the personal religious orientation obtained from chung(originated R. Fleck) and 5 emotional stages before dying from Kubler Ross. The content ol questionaire consisted in 67 items which included 11 for general characteristics, 10 for related condition with cancer, 13 for wishes far physical therapy, 13 for emotional reactions and 20 for personal religious orientation. Data for this study was collected from Aug. 25 to Oct. 6 by author and 4 other nurse's who received education and training by author for the collection of data. The collected data were ana lysed using descriptive statistics, $X^2-test$, t-test and pearson correlation coefficient. Results of the study were as follows: "H.C Group" means the group of patient with cancer who received hospice care. "Non H.C Group" means the group of patient with cancer who did not receive hospice care. 1. There is a difference between H.C Group and Non H.C Group in term of the number of physical symptoms, subjective degree of pain sensation and pain control, subjective beliefs in physical cure, emotional reaction, help of present emotional and spiritual care from other personal, needs of emotional and spiritual care in future, selection of treatment method by patients and personal religious orientation. 2. The comparison of H.C Group and Non H.C Group 1) There is no difference in wishes for physical therapy between two groups(p=.522). Among Non H.C Group, a group, who didn't receive traditional therapy and herb medicine was higher than a group who received these in degree of belief that the traditional therapy and herb medicine can cure their disease, and this result was higher in comparison to H.C Group(p=.025, p=.050). 2) Non H.C Group was higher than H.C Group in degree of emotional reaction(p=.050). H.C Group was higher than Non H.C Group in denial and acceptant stage among 5 different emotional stages before dying described by Kubler Ross, especially among the patient who had disease more than 13 months(p=.0069, p=.0198). 3) Non H.C Group was higher than H. C Group in demanding more emotional and spiritual care to doctor, nurse, family and pastor(p=. 010). 4) Non H.C Group was higher than H.C Group in demanding more emotional and spiritual care to each individual of doctor, nurse and family (p=.0110, p=.0029, P=. 0053). 5) H.C Group was higher th2.n Non H.C Group in degree of intrinsic behavior orientation and intrinsic belief orientation of personal religious orientation(p=.034, p=.026). 6) In H.C Group and Non H.C Group, the degree of emotional demanding of christians was significantly higher than non christians to doctor, nurse, family and pastor(p=. 000, p=.035). 7) In H.C Group there were significant positive correlations as following; (1) Between the degree of emotional demandings to doctor, nurse, family & pastor and: the degree of intrinsic behavior orientation in personal religious orientation(r=. 5512, p=.000). (2) Between the degree of emotional demandings to doctor, nurse. family & pastor and the degree of intrinsic belief orientation in personal religious orientation(r=.4795, p=.000). (3) Between the degree of intrinsic behavior orientation and the degree of intrinsic: belief orientation in personal religious orientation(r=.8986, p=.000). (4) Between the degree of extrinsic religious orientation and the degree of consensus religious orientation in personal religious orientation (r=. 2640, p=.015). In H.C. Group there were significant negative correlations as following; (1) Between the degree of intrinsic behavior orientation and extrinsic religious orientation in personal religious orientation (r=-.4218, p=.000). (2) Between the degree or intrinsic behavior orientation and consensus religious orientation in personal religious orientation(r=-. 4597, p=.000). (3) Between the degree of intrinsic belief orientations and the degree of extrinsic religious orientation in personal religious orientation(r=-.4388, p=.000). (4) Between the degree of intrinsic belief orientation and the degree of consensus religious orientation in personal religious orientation(r=-. 5424, p=.000). 8) In Non H.C Group there were significant positive correlation as following; (1) Between the degree of emotional demandings to doctor, nurse, family & pastor and the degree of intrinsic behavior orientation in personal religious orientation(r= .3566, p=.007). (2) Between the degree of emotional demandings to doctor, nurse, family & pastor and the degree of intrinsic belief orientation in personal religious orientation(r=.3430, p=.010). (3) Between the degree of intrinsic behavior orientation and the degree of intrinsic belief orientation in personal religious orientation(r=.9723, p=.000). In Non H.C Group there were significant negative correlation as following; (1) Between the degree of emotional demandings to doctor, nurse, family & pastor and the degree of extrinsic religious orientation in personal religious orientation(r= -.2862, p=.027). (2) Between the degree of intrinsic behavior orientation and the degree of extrinsic religious orientation in personal religious orientation(r=-. 5083, p=.000). (3) Between the degree of intrinsic belief orientation and the degree of extrinsic religious orientation in personal religious orientation(r=-. 5013, p=.000). In conclusion above datas suggest that hospice care provide effective total nursing care for the patients with terminal cancer, and hospice care is mandatory in all medical institutions.

  • PDF

An Exploratory Study on Korean 20's Consuming Behaviors in Luxuries and Imitations (우리나라 20대 소비자의 명품 및 명품모방품 소비행태에 관한 탐색적 연구)

  • Koh, In Kon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
    • /
    • v.10 no.2
    • /
    • pp.77-84
    • /
    • 2015
  • According to a recent survey, the sales amount of luxuries and imitations is getting larger. Especially young consumers in 2,30's have a strong desire to own luxuries, so I tried to build a theoretical base on the 20's consuming trend. Meanwhile, targeting university students who represent consumers in 20's, I investigated the recognition of luxuries, shopping experience, main shopping items, monthly spending money, and future purchase intention. I also investigated shopping experience of imitation, main shopping items, purchase reasons, and future purchase intention. I tried to suggest lots of academic and practical implications in marketing strategy building of luxury brand, aiming young consumers in 20's. On the social-psychological view point, young generation have relatively weak sense of control or self-efficacy. So, they are easily submerged in conspicuous consumption by the atmosphere around. As a result of empirical research, I found that Korean students recognized luxuries as excellent in quality, or the world famous brand. In particular, statistically significant gender difference was shown in the luxuries characteristics as the high-quality brand for male students and the world famous brand for female students. Most respondents have experience buying luxuries. And more monthly spending money, more experience they have. Respondents' purchased items were in order of fashion goods, clothing, watches/jewelry, cosmetics/perfume. And the statistically significant differences between gender and monthly spending money were shown. Not many respondents purchased luxuries imitations, and main purchased items were fashion goods. Most of purchase motives are price over quality and economy reason. The phenomena that the respondents of relatively high levels of monthly spending money had lots of luxuries imitations shopping experiences is interesting. Female students showed higher purchase intention for luxuries and imitations than male students. There was no statistically significant difference in grade level, but was found something interesting in monthly spending money. As monthly spending money increased, the purchase intention of luxuries increased, but the purchase intention of luxuries imitations decreased. However, non-linear trend was shown in the specific allowance level. This is replicate of the luxuries imitations purchase experience. Following studies will be needed for the exact interpretation for this. This study is an exploratory and descriptive, but can provide lots of fruitful academic and practical implications in formulating luxuries marketing strategies.

  • PDF

An Exploratory study on the Direction of Home Economics Education associated with the future social change: focusing on the new recognition of the characteristic as the Subjects for Life and Happiness (미래 사회의 변화와 가정과교육의 방향 탐색 - '삶 중심 교과'와 '행복 교과'로서의 성격 재인식을 중심으로 -)

  • Wang, Seok-Soon
    • Journal of Korean Home Economics Education Association
    • /
    • v.28 no.3
    • /
    • pp.17-32
    • /
    • 2016
  • This exploratory study which applied environmental scanning method to analyse a change in a future society tried to diagnose a reaction ability of our education system for the change in the future society. In addition, the study tried to explore an adequate direction for Home Economics Subject to be an mandatory subject continuously toward the change in the future society. Main changes in the future society can be expected as 1) demographic change due to low birth rate and aging society, 2) an increasing threat of a human living environment due to unexpectable natural disasters and accidents, 3) a radical progress into a ubiquitous computing environment led by AI, 4) an advent of a borderless economic society and a change for jobs, 5) a change in North Korea, and so on. Our education system which mostly concentrates on education to develop constructive intelligence by halving the society and schooling as yet, however, is diagnosed as it has a paradox that can not understand an emotional competency as a target for studying. Home Economics Subject is worth as the subject that can exactly complement a blind spot of our education system which can not respond to the future society adequately. This is because Home Economics Subject has had a characteristic as a 'Subject of Life' traditionally that has dealt with an overall 'life' of human beings, and the characteristic is favorable to develop human practical intelligence. Thus, because the 'life' is the main point of Home Economics Subject, it has the characteristic as a 'Subject of Happiness' which is the most effective method to develop a tendency to appreciate, a sense of empathy, and lots of pro-social behaviors that are important capacities to seek for happiness. As Alderfer's ERG Theory is to understand human beings' behavior based on the satisfactory of human beings' hierarchical desires, it is suggested as an adequate frame for the theory to restructure the characteristic of Home Economics Subject which develops the 'capacity to seek for happiness' by focusing the 'life', into core concept and core capacity of curriculum. A follow-up study should make a connection between ERG Theory and core concept and core capacity of curriculum to explore how the theory can be reflected on Home Economics curriculum.

Development and Validation of Change Motivation Scale for Growth and Development (성장 및 발전을 위한 변화동기 척도 개발 및 타당화)

  • Lee Eun Joo;Tak Jin kook
    • The Korean Journal of Coaching Psychology
    • /
    • v.7 no.1
    • /
    • pp.59-89
    • /
    • 2023
  • In this study, change motivation for growth and development is defined as 'the power to set a specific action direction for change based on the perception of one's current behavior in order to achieve a goal that one considers important, and to be willing to act'. In addition, the purpose of this study was to develop and validate a scale to measure the motivation for change for growth and development of general adults. To develop preliminary questions, interviews were conducted with 7 coaching experts and 9 experienced coaches, and an open-ended questionnaire was conducted with 55 adults. Afterwards, 7 factors and 83 questions were selected through three rounds of item classification and content validity verification, and a preliminary survey was conducted targeting 321 general adults, and 42 items, 4 factors, were derived through exploratory factor analysis. did Finally, the main survey was conducted with 631 adults in order to verify the validity of the construct concept of the change motivation scale and the validity of the criterion. Divided into two groups, 315 people in group 1 conducted exploratory factor analysis and 316 people in group 2 conducted confirmatory factor analysis to verify the concept of change motivation scale. As a result of the factor analysis of Group 1, it was found that the 3 factor structure consisting of 31 items was appropriate, and as a result of the confirmatory factor analysis of Group 2, the goodness of fit of the modified model of the 3 factor structure was confirmed, which motivated change. The construct validity of the scale was demonstrated. As a result of analyzing the correlations with various variables for the analysis of convergent validity and criterion-related validity of the Motivation for Change scale, each of the three factors was found to be significantly related to most variables. Finally, the significance, implications and limitations of this study, and future research were discussed.

Typology of Korean Eco-sumers: Based on Clothing Disposal Behaviors (관우한국생태학적일개예설(关于韩国生态学的一个预设): 기우복장탑배적행위(基于服装搭配的行为))

  • Sung, Hee-Won;Kincade, Doris H.
    • Journal of Global Scholars of Marketing Science
    • /
    • v.20 no.1
    • /
    • pp.59-69
    • /
    • 2010
  • Green or an environmental consciousness has been a major issue for businesses and government offices, as well as consumers, worldwide. In response to this movement, the Korean government announced, in the early 2000s, the era of "Green Growth" as a way to encourage green-related business activities. The Korean fashion industry, in various levels of involvement, presents diverse eco-friendly products as a part of the green movement. These apparel products include organic products and recycled clothing. For these companies to be successful, they need information about who are the consumers who consider green issues (e.g., environmental sustainability) as part of their personal values when making a decision for product purchase, use, and disposal. These consumers can be considered as eco-sumers. Previous studies have examined consumers' purchase intention for or with eco-friendly products. In addition, studies have examined influential factors used to identify the eco-sumers or green consumers. However, limited attention was paid to eco-sumers' disposal or recycling behavior of clothes in comparison with their green product purchases. Clothing disposal behaviors are ways that consumer can get rid of unused clothing and in clue temporarily lending the item or permanently eliminating the item by "handing down" (e.g., giving it to a younger sibling), donating, exchanging, selling, or simply throwing it away. Accordingly, examining purchasing behaviors of eco-friendly fashion items in conjunction with clothing disposal behaviors should improve understanding of a consumer's clothing consumption behavior from the environmental perspective. The purpose of this exploratory study is to provide descriptive information about Korean eco-sumers who have ecologically-favorable lifestyles and behaviors when buying and disposing of clothes. The objectives of this study are to (a) categorize Koreans on the basis of clothing disposal behaviors; (b) investigate the differences in demographics, lifestyles, and clothing consumption values among segments; and (c) compare the purchase intention of eco-friendly fashion items and influential factors among segments. A self-administered questionnaire was developed based on previous studies. The questionnaire included 10 items of clothing disposal behavior, 22 items of LOHAS (Lifestyles of Health and Sustainability) characteristics, and 19 items of consumption values, measured by five-point Likert-type scales. In addition, the purchase intention of two eco-friendly fashion items and 11 attributes of each item were measured by seven-point Likert type scales. Two polyester fleece pullovers, made from fabric created from recycled bottles with the PET identification code, were selected from one Korean brand and one US imported brand among outdoor sportswear brands. A brief description of each product with a color picture was provided in the survey. Demographic variables (i.e., gender, age, marital status, education level, income, occupation) were also included. The data were collected through a professional web survey agency during May 2009. A total of 600 final usable questionnaires were analyzed. The age of respondents ranged from 20 to 49 years old with a mean age of 34 years. Fifty percent of the respondents were males and about 58% were married, and 62% reported having earned university degrees. Principal components factor analysis with varimax rotation was used to identify the underlying dimensions of the clothing disposal behavior scale, and three factors were generated (i.e., reselling behavior, donating behavior, non-recycling behavior). To categorize the respondents on the basis of clothing disposal behaviors, k-mean cluster analysis was used, and three segments were obtained. These consumer segments were labeled as 'Resale Group', 'Donation Group', and 'Non-Recycling Group.' The classification results indicated approximately 98 percent of the original cases were correctly classified. With respect to demographic characteristics among the three segments, significant differences were found in gender, marital status, occupation, and age. LOHAS characteristics were reduced into the following five factors: self-satisfaction, family orientation, health concern, environmental concern, and voluntary service. Significant differences were found in the LOHAS factors among the three clusters. Resale Group and Donation Group showed a similar predisposition to LOHAS issues while the Non-Recycling Group presented the lowest mean scores on the LOHAS factors compared to the other segments. The Resale and Donation Groups described themselves as enjoying or being satisfied with their lives and spending spare-time with family. In addition, these two groups cared about health and organic foods, and tried to conserve energy and resources. Principal components factor analysis generated clothing consumption values into the following three factors: personal values, social value, and practical value. The ANOVA test with the factors showed differences primarily between the Resale Group and the other two groups. The Resale Group was more concerned about personal value and social value than the other segments. In contrast, the Non-Recycling Group presented the higher level of social value than did Donation Group. In a comparison of the intention to purchase eco-friendly products, the Resale Group showed the highest mean score on intent to purchase Product A. On the other hand, the Donation Group presented the highest intention to purchase for Product B among segments. In addition, the mean scores indicated that the Korean product (Product B) was more preferable for purchase than the U.S. product (Product A). Stepwise regression analysis was used to identify the influence of product attributes on the purchase intention of eco product. With respect to Product A, design, price and contribution to environmental preservation were significant to predict purchase intention for the Resale Group, while price and compatibility with my image factors were significant for the Donation Group. For the Non-Recycling Group, design, price compatibility with the factors of my image, participation to eco campaign, and contribution to environmental preservation were significant. Price appropriateness was significant for each of the three clusters. With respect to Product B, design, price and compatibility with my image factors were important, but different attributes were associated significantly with purchase intention for each of the three groups. The influence of LOHAS characteristics and clothing consumption values on intention to purchase Products A and B were also examined. The LOHAS factor of health concern and the personal value factor were significant in the relationships with the purchase intention; however, the explanatory powers were low in the three segments. Findings showed that each group as classified by clothing disposal behaviors showed differences in the attributes of a product, personal values, and the LOHAS characteristics that influenced their purchase intention of eco-friendly products. Findings would enable organizations to understand eco-friendly behavior and to design appropriate strategic decisions to appeal eco-sumers.

Local Food Specialties Tourism Quality, Value Perception, and Consumer Behavior Intention: Gyeongju Specialties Bread (관광지역 특산물의 메뉴품질, 가치지각, 행동의도와의 영향관계 연구: 경주 특산물 빵을 중심으로)

  • Woo, Iee-Shik;Park, Yi-Kyung
    • Culinary science and hospitality research
    • /
    • v.21 no.3
    • /
    • pp.29-39
    • /
    • 2015
  • This study examined the factors that affect the relationship among local specialties food quality, value perception and customer behavioral intention. A total of 280 questionnaires were distributed to consumers, of which 268 were deemed suitable for analysis after the removal of 12 unusable responses. In order to perform statistical analyses required for the study, SPSS 18.0 Statistical Program was employed for frequency analysis, factor analysis, and reliability analysis. The results of the exploratory factor analysis showed that three factors regarding local food specialties quality were extracted from all measurements with a KMO of 0.827 and a total cumulative variance of 65.638%. With regard to value perception, six factors were extracted with a total cumulative variance of 59.855% and a KMO score of 0.782. One factor for behavioral intention was extracted that accounted for a total cumulative variance of 64.427% and a KMO score of 0.757. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships between value perception and behavioral intention was partially adopted.

Factors Affecting the Adjustment of Children from Maritally Violent Homes : An Exploratory Analysis Focusing on Children Living in Shelters for Battered Women (아내폭력가정 자녀의 적응에 영향을 미치는 요인들 : 쉼터 거주 아동을 중심으로)

  • Chang, Hee-Suk
    • Korean Journal of Social Welfare
    • /
    • v.55
    • /
    • pp.255-281
    • /
    • 2003
  • This study sought to explore factors affecting the adjustment of children living in shelters for battered women. Specifically, the impact of domestic violence on children's internal and external adjustment was examined using data from two samples: children who were exposed to marital violence and those who did not have violent experience. Likewise, this study identified the variables that distinguished the "resilient" children from the maladjusted group. The pathways by which protective factors considerably affected children's adjustment were also investigated. A total of 72 children in a women's shelter and their mothers and 76 children in nonviolent homes and their mothers were considered. ANOVA, logistic regression models, and path analysis were employed to process the data. Results revealed that children of battered women demonstrated a high frequency of aggressive and delinquent behaviors and had poor academic achievement and depressive mood compared to children coming from nonviolent homes. Likewise, children who were exposed to marital violence and were physically abused themselves were more likely show aggressive or delinquent behaviors compared to those who only witnessed marital violence. In addition, social support was found to be a protective factor in academic achievement. Predictors of delinquent behavior included the mother's education and income as well as the children's age and social support. Factors related to children's self-esteem included the social support and the mother's self-esteem. Moreover, woman battering has a direct effect on children's adjustment as well as indirect effect through children's academic achievement and self-esteem. Finally, woman battering indirectly affected children's academic achievement through the mother's depression or the child's social support. Based on these findings, practical implications of enhancing children's adjustment were discussed.

  • PDF

The Proposal for the Model of Users' Addictions in Social Gaming

  • Anuar, Tengku Fauzan Tengku;Song, Seung Keun
    • Cartoon and Animation Studies
    • /
    • s.40
    • /
    • pp.337-365
    • /
    • 2015
  • The objective of this study proposes the new user's addiction model in 'Social Network Games' (SNGs). Research model is derived from the separation of two characteristics. First one is logical characteristics that includes 'Functional' (F), 'Keystroke' (K), and 'Goal' (G). Second one is feeling characteristics that consists a few factors such as 'Emotion' (E), 'Social' (S), and 'Affection' (A). For the pre-test, a total of 30 participants responded to survey in order to inspect the fitness of research questionnaire, roughly validity of the proposed model, and the direction of this reseach. After that for the main test, a total 300 users participated in this research. The final number of effective participants were 261 because 39 were insincere respondents and without playing SNGs who were excluded. Then we examined the measurement model by performing 'Partial Least Squares - Structural Equation Modeling' (PLS-SEM) analysis to test the research hypothesis empirically. The results of the measurement and structural model test lend support to the proposed research model by providing a good fit to the construct data. Interestingly, the model showed the significant effects of the interaction between eleven hypothesis(H1,H2,H3,H4,H5,H6,H7,H8,H9,H10, H12). Only one hypothesis decision t-value not supported that is involved the relationship between SNGs Addiction and Keystroke, H11(1.193). This research expect to contributes to an exploratory SNGs research to clarify the base of addition and will aids understanding of users' behavior associated with SNGs development.

The Effects of the Attractiveness of an Internet Shopping Mall and Flow on Affective Commitment

  • Kang, Sung-Ju;Kim, Jae-Yeong;Park, Young-Kyun
    • Journal of Distribution Science
    • /
    • v.9 no.4
    • /
    • pp.29-42
    • /
    • 2011
  • With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.

  • PDF