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Study on Recognition Attitudes of Residents on Safety Management against Disasters of Local Governments: Focused on Chungcheongbuk-do (지방자치단체의 재난안전 관리에 대한 주민 인식태도 연구 - 충청북도 지역을 중심으로 -)

  • Lee, Sang-Yeol;Nam, Jae-Sung
    • Korean Security Journal
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    • no.58
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    • pp.81-106
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    • 2019
  • This study analyzed safety management system against disasters perceived by local residents of Chungcheongbuk-do and then examined the policy directions to be considered in order for local governments to improve the safety level of residents and build an effective safety management system against disasters. The findings were as follows. First, in their recognition of risks of safety against disasters, recognition on the possibility of the occurrence of natural disasters was higher than that of social disasters or safety accidents. Secondly, also in the aspect of the importance of category of safety management against disasters, they recognized that of natural disasters far higher than others. Third, they showed satisfaction higher than average with basic job performance of local governments related with safety management, whereas they showed relatively less satisfaction with the aspects of check and publicity of risk factors, and short-term restoration system out of phased job performance. Fourth, in the aspect of capability of local governments for safety management against disasters, they rated positively capability of the responsible departments and the professionality, whereas they relatively underestimated the scale or budget of safety-related organizations. Fifth, the policy directions to be taken for safety against disasters by local governments included strengthening of regular education like experience-based training, expansion of education among local residents, more support for relevant facilities and resources, activation of residents-participating campaigns, improvement of apparatus and personnel treatment related with firefighting and security, frequent patrol and oversight, more exercises against disasters. So, to strengthen safety management system against disasters in local governments and build a effective responding system may need to extend programs assisting vulnerable class to safety against disasters, build a community-friendly safety management system, extend the cooperation system by participation of residents, enhance collaboration and support system with safety-related bodies like police, firefighters.

The Relationship Between Health Behavior and Family Environment in Middle School Students (중학생(中學生)의 건강행위(健康行爲)와 가족환경(家族環境)과의 관계(關係))

  • Kim, Eun Hee;Park, Jae Yong;Cha, Byung Jun;Kam, Sin
    • Journal of the Korean Society of School Health
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    • v.10 no.1
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    • pp.87-97
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    • 1997
  • The purpose of this study is to examine the importance of family environment for middle school student's health behavior. In order to do this we collected data through the questioning of 543 male students and 512 female students in 4 Pusan middle schools. The results of this study are summarized as follows. The score on their family cohesion and adaptability was 57.8, 43.5 on the average for male students and 59.8, 44.8 in female students. The score on their family adaptability and cohesion was higher in fema1e students than male students. The score of their Breslow health behavior was 4.20 from a total of 7.00, the total score of health behavior was 131.4 from a total of 176.0 scores. The students had a 43.9 out of 60.0 in personal hygiene and daily habits, 32.8 out of 40.0 for infectious disease preventive behavior, 30.2 out of 40.0 in accident prevention, 24.5 out of 36.0 in mental health. In the cases of males, the score for Breslow health behavior was higher the lower the school grade, the younger the parents, the higher the educational level of parents, the more comfortable the family, and the higher the economic state. There was a statistically significant difference with regard to family cohesion and adaptability. In the cases of females, The total score for health behavior was higher. However, the difference was not significant in other fields. With the multiple regression analysis, the health behavior of middle school student was associated significantly with sex (female students), grade, family cohesion, and adaptability. In Breslow health behavior, scale sex (male students), father's age, family cohesion and the harmony of parents were significant variables. From the results of this study, a good family environment fur middle school students is very important.

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A study on correlation of teaching efficiency and satisfaction of clinical training in Daegu (임상실습교육의 교수효율성과 임상실습만족도에 관한 상관성 연구 (대구지역을 중심으로))

  • Kim, Jeong-Sook;Jung, Young-Hae
    • Journal of Technologic Dentistry
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    • v.28 no.1
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    • pp.121-142
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    • 2006
  • Collecting materials for study on teaching efficiency and satisfaction of clinical training, it changes. Dental technology's educational procedure to many ways of a prospect. In a circumstance that needed higher level of education, this study is aimed on realizing an importance of clinical training through the various materials that previously carried out and offering basic knowledge to take better clinical training for the students. Study results below 1. This Investigation conducted on 123 of sophomores(70.3%) and 52 of juniors(29.7%) who have been taken clinical training, and men's proportion(51.45%)is a bit higher than girls(48.6%). The 64% of respondents taken largest proportion were 20 to 24 years old. As 67.9% of respondents attended daytime school and 30.3% of them attended nighttime one, their school time shows a little difference. In a question about relation ship, one answered "Harmonious" took largest proportion by 72.6% during training, and about the degree of satisfaction of campus life who answered "normal" were the most with 59.4%. 2. About the reason choosing dental technology as a major, 41.1% taken the most answered "due to the specialized job", "Getting job easily" was second with 26.9%, and third was "recommended from around" with 18.3%. 50.3% of the respondents answered "normal" about the Satisfaction of their major, student marked in grade "B" most with 51.4% 3. In a investigation result about clinical training statues and preference, most(72.6%) choose place less than 10 for clinical training, and 60.6% of them resided own home. About their commuting time from home to training place, 44% was under 30min, 40% took time 30-60min. It shows students prefer shotter distance in terms of choosing training place. 4. Each part manager took large proportion as a clinical trainer with 33.7%, Training curriculum reform and developing method were most answer as a improvement measure after completing training with 30%. 5. The average of total score about clinical training was 3.15 of 5. In the detailed question, 'satisfaction of clinical training' got 3.38 as a highest score, the lowest score was 2.86 that is about satisfaction of clinical training period. The average score about efficiency of study was 2.86 and in detailed question, 'a Role model' got 3.26 as a highest score and participation of student got 3.05 as a lowest score. 6. The result of T-test to see the difference of the satisfaction according to the general character and clinic training condition between teaching efficiency is that the degree of satisfaction of clinical training showed statistical significance only in the degree of satisfaction of campus life(p<0.05), and teaching efficiency has a statistical significance with their age, grade, and satisfaction of campus life (p<0.05). 7. The relation between of teaching efficiency of clinical training and satisfaction of clinical training of dental technologic student has a statistical meaning in significance leveler 0.01. Now, therefore we suggest following based on these result. 1. To elevate satisfaction of clinical training, it agentry needs development of consistent clinical training curriculum. 2. To grasp the satisfaction and requirement, in needs to measure anxiousness and satisfactory degree after completing training 3. To train efficiently and evaluate efficiency over the teaching activities, it needs to develop measuring tools for teaching efficiency in terms of teacher's important rules in a clinical training. 4. Strengthen the relations with the study developing and managing curriculum gathering theoretical knowledge and practice. And make an effort to apply to their students. 5. Let the trainee take a class setting a belief, sense of value, function and obtain behavior by making the students comfort over clinical training as increasing teaching efficiency.

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Regional Characteristics of $Che{\breve{o}}n$ during the Late $Chos{\breve{o}}n$ Era as Seen through the <$Y{\breve{o}}jitos{\breve{o}}$> ("여지도서"를 이용한 조선후기 제언의 지역적 특성 연구)

  • Jung, Chi-Young
    • Journal of the Korean Geographical Society
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    • v.43 no.4
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    • pp.620-637
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    • 2008
  • $Che{\breve{o}}n$ (提堰) refers to the irrigation facilities used to provide water to the land on which rice is farmed. As the maintenance of $Che{\breve{o}}n$ required great amounts of capital, labor, and technology, the construction and maintenance of such facilities was controlled by the government. $Che{\breve{o}}n$ was perceived as being of particular importance during the $Che{\breve{o}}n$ era, which adopted agriculture as the basis of state management. Therefore, the management of $Che{\breve{o}}n$ was considered to be one of the main state policies. This is why $Che{\breve{o}}n$-related records can often be found in the historical documents written during the $Che{\breve{o}}n$ era. As such historical documents in the form of Jiriji (地理誌, geographical descriptions) include detailed descriptions of the number, size, and location of $Che{\breve{o}}n$ in individual counties($kunby{\breve{o}}n$), these help to conduct comprehensive analysis of the state of $Che{\breve{o}}n$ during the $Che{\breve{o}}n$ era. Based on these facts, this study attempts to establish a database of the $Che{\breve{o}}n$-related contents included in the <$Y{\breve{o}}jitos{\breve{o}}$(與地圖書)> published during the latter period of $Che{\breve{o}}n$, and using the established database, to identify the regional characteristics of $Che{\breve{o}}n$. More precisely, by analyzing the state of the distribution of $Che{\breve{o}}n$ at the national level, an effort was made to review the regional characteristics of $Che{\breve{o}}n$ in terms of their distribution and of the natural geographical conditions found in the locales where $Che{\breve{o}}n$ were located, as well as of the interrelation between such $Che{\breve{o}}n$ and socioeconomic factors such as the scale of the population and the size of the area under cultivation. Other factors which were delved into included matters related to the size of $Che{\breve{o}}n$ such as their perimeter, length, and scale of the area which they irrigated, the characteristics of the locales where $Che{\breve{o}}n$ were located, and the regional differences in the characteristics of $Che{\breve{o}}n$.

Analysis on Articulations of the domain 'Human development and family' in the subject of Practical Arts(Technology and Home Economics) (2007년 개정 교육과정에 따른 실과(기술.가정) 교과의 초.중.고등학교 학년 간 연계성 분석 - '인간발달과 가족' 영역을 중심으로 -)

  • Wang, Seok-Soon;Ryu, Kyung-Hee;Baek, Jeong-Won
    • Journal of Korean Home Economics Education Association
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    • v.24 no.1
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    • pp.1-20
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    • 2012
  • The study, published in the 2007 revised curriculum of Practical Arts and Technology and Home Economics textbook(16 species) of the 'human development and family members' area of learning content elements were analyzed. This analysis was conducted in order to evaluate that the 2007 revised curriculum of Practical Arts(Technology and Home Economics) has been made well Articulations. The criteria of Articulations is "Development of learning content, Repeating, Gaps, Reduction. Content criterias is 'human development and family' area. These include "human development, human relationships, marriage and family life, caring for family members and family welfare" of the four criteria and 14 content elements. The results of this analysis, the first content elements is "process of human development, characteristics of human development, family relationships, communication, dating and partner selection, the significance of marriage and family, understanding the basic concepts of family, family change and family problem solving". There was no content elements. content element is 'friendship'. content elements is 'Characteristics of human development', 'understanding of sex and pregnancy and childbirth'. Thus, in the new curriculum, a review of these Articulations are required. Especially, the 'friendship' and 'understanding of sex and pregnancy and childbirth' of the content element should be noted in the curriculum configuration because of content elements be Analyzed as or . Also 'values about marriage change' importance in the low fertility society is a big learning content elements need repeating. However, textbooks should reflect differences in the configuration will hakgyogeupgan. Meanwhile, 'changes in values about marriage' that it is necessary to deal with the repeatedly because of recentely society is The low fertility society, However, for this content element based on the differences between school level to appear the contents of textbooks, the textbook screening process will be provided with the correct guidance.

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The Behavior Analysis of Exhibition Visitors using Data Mining Technique at the KIDS & EDU EXPO for Children (유아교육 박람회에서 데이터마이닝 기법을 이용한 전시 관람 행동 패턴 분석)

  • Jung, Min-Kyu;Kim, Hyea-Kyeong;Choi, Il-Young;Lee, Kyoung-Jun;Kim, Jae-Kyeong
    • Journal of Intelligence and Information Systems
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    • v.17 no.2
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    • pp.77-96
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    • 2011
  • An exhibition is defined as market events for specific duration to present exhibitors' main products to business or private visitors, and it plays a key role as effective marketing channels. As the importance of exhibition is getting more and more, domestic exhibition industry has achieved such a great quantitative growth. But, In contrast to the quantitative growth of domestic exhibition industry, the qualitative growth of Exhibition has not achieved competent growth. In order to improve the quality of exhibition, we need to understand the preference or behavior characteristics of visitors and to increase the level of visitors' attention and satisfaction through the understanding of visitors. So, in this paper, we used the observation survey method which is a kind of field research to understand visitors and collect the real data for the analysis of behavior pattern. And this research proposed the following methodology framework consisting of three steps. First step is to select a suitable exhibition to apply for our method. Second step is to implement the observation survey method. And we collect the real data for further analysis. In this paper, we conducted the observation survey method to obtain the real data of the KIDS & EDU EXPO for Children in SETEC. Our methodology was conducted on 160 visitors and 78 booths from November 4th to 6th in 2010. And, the last step is to analyze the record data through observation. In this step, we analyze the feature of exhibition using Demographic Characteristics collected by observation survey method at first. And then we analyze the individual booth features by the records of visited booth. Through the analysis of individual booth features, we can figure out what kind of events attract the attention of visitors and what kind of marketing activities affect the behavior pattern of visitors. But, since previous research considered only individual features influenced by exhibition, the research about the correlation among features is not performed much. So, in this research, additional analysis is carried out to supplement the existing research with data mining techniques. And we analyze the relation among booths using data mining techniques to know behavior patterns of visitors. Among data mining techniques, we make use of two data mining techniques, such as clustering analysis and ARM(Association Rule Mining) analysis. In clustering analysis, we use K-means algorithm to figure out the correlation among booths. Through data mining techniques, we figure out that there are two important features to affect visitors' behavior patterns in exhibition. One is the geographical features of booths. The other is the exhibit contents of booths. Those features are considered when the organizer of exhibition plans next exhibition. Therefore, the results of our analysis are expected to provide guideline to understanding visitors and some valuable insights for the exhibition from the earlier phases of exhibition planning. Also, this research would be a good way to increase the quality of visitor satisfaction. Visitors' movement paths, booth location, and distances between each booth are considered to plan next exhibition in advance. This research was conducted at the KIDS & EDU EXPO for Children in SETEC(Seoul Trade Exhibition & Convention), but it has some constraints to be applied directly to other exhibitions. Also, the results were derived from a limited number of data samples. In order to obtain more accurate and reliable results, it is necessary to conduct more experiments based on larger data samples and exhibitions on a variety of genres.

A Dynamic Management Method for FOAF Using RSS and OLAP cube (RSS와 OLAP 큐브를 이용한 FOAF의 동적 관리 기법)

  • Sohn, Jong-Soo;Chung, In-Jeong
    • Journal of Intelligence and Information Systems
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    • v.17 no.2
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    • pp.39-60
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    • 2011
  • Since the introduction of web 2.0 technology, social network service has been recognized as the foundation of an important future information technology. The advent of web 2.0 has led to the change of content creators. In the existing web, content creators are service providers, whereas they have changed into service users in the recent web. Users share experiences with other users improving contents quality, thereby it has increased the importance of social network. As a result, diverse forms of social network service have been emerged from relations and experiences of users. Social network is a network to construct and express social relations among people who share interests and activities. Today's social network service has not merely confined itself to showing user interactions, but it has also developed into a level in which content generation and evaluation are interacting with each other. As the volume of contents generated from social network service and the number of connections between users have drastically increased, the social network extraction method becomes more complicated. Consequently the following problems for the social network extraction arise. First problem lies in insufficiency of representational power of object in the social network. Second problem is incapability of expressional power in the diverse connections among users. Third problem is the difficulty of creating dynamic change in the social network due to change in user interests. And lastly, lack of method capable of integrating and processing data efficiently in the heterogeneous distributed computing environment. The first and last problems can be solved by using FOAF, a tool for describing ontology-based user profiles for construction of social network. However, solving second and third problems require a novel technology to reflect dynamic change of user interests and relations. In this paper, we propose a novel method to overcome the above problems of existing social network extraction method by applying FOAF (a tool for describing user profiles) and RSS (a literary web work publishing mechanism) to OLAP system in order to dynamically innovate and manage FOAF. We employed data interoperability which is an important characteristic of FOAF in this paper. Next we used RSS to reflect such changes as time flow and user interests. RSS, a tool for literary web work, provides standard vocabulary for distribution at web sites and contents in the form of RDF/XML. In this paper, we collect personal information and relations of users by utilizing FOAF. We also collect user contents by utilizing RSS. Finally, collected data is inserted into the database by star schema. The system we proposed in this paper generates OLAP cube using data in the database. 'Dynamic FOAF Management Algorithm' processes generated OLAP cube. Dynamic FOAF Management Algorithm consists of two functions: one is find_id_interest() and the other is find_relation (). Find_id_interest() is used to extract user interests during the input period, and find-relation() extracts users matching user interests. Finally, the proposed system reconstructs FOAF by reflecting extracted relationships and interests of users. For the justification of the suggested idea, we showed the implemented result together with its analysis. We used C# language and MS-SQL database, and input FOAF and RSS as data collected from livejournal.com. The implemented result shows that foaf : interest of users has reached an average of 19 percent increase for four weeks. In proportion to the increased foaf : interest change, the number of foaf : knows of users has grown an average of 9 percent for four weeks. As we use FOAF and RSS as basic data which have a wide support in web 2.0 and social network service, we have a definite advantage in utilizing user data distributed in the diverse web sites and services regardless of language and types of computer. By using suggested method in this paper, we can provide better services coping with the rapid change of user interests with the automatic application of FOAF.

Proteomic Assessment of the Relevant Factors Affecting Pork Meat Quality Associated with Longissimus dorsi Muscles in Duroc Pigs

  • Cho, Jin Hyoung;Lee, Ra Ham;Jeon, Young-Joo;Park, Seon-Min;Shin, Jae-Cheon;Kim, Seok-Ho;Jeong, Jin Young;Kang, Hyun-sung;Choi, Nag-Jin;Seo, Kang Seok;Cho, Young Sik;Kim, MinSeok S.;Ko, Sungho;Seo, Jae-Min;Lee, Seung-Youp;Shim, Jung-Hyun;Chae, Jung-Il
    • Asian-Australasian Journal of Animal Sciences
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    • v.29 no.11
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    • pp.1653-1663
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    • 2016
  • Meat quality is a complex trait influenced by many factors, including genetics, nutrition, feeding environment, animal handling, and their interactions. To elucidate relevant factors affecting pork quality associated with oxidative stress and muscle development, we analyzed protein expression in high quality longissimus dorsi muscles (HQLD) and low quality longissimus dorsi muscles (LQLD) from Duroc pigs by liquid chromatography-tandem mass spectrometry (LC-MS/MS)-based proteomic analysis. Between HQLD (n = 20) and LQLD (n = 20) Duroc pigs, 24 differentially expressed proteins were identified by LC-MS/MS. A total of 10 and 14 proteins were highly expressed in HQLD and LQLD, respectively. The 24 proteins have putative functions in the following seven categories: catalytic activity (31%), ATPase activity (19%), oxidoreductase activity (13%), cytoskeletal protein binding (13%), actin binding (12%), calcium ion binding (6%), and structural constituent of muscle (6%). Silver-stained image analysis revealed significant differential expression of lactate dehydrogenase A (LDHA) between HQLD and LQLD Duroc pigs. LDHA was subjected to in vitro study of myogenesis under oxidative stress conditions and LDH activity assay to verification its role in oxidative stress. No significant difference of mRNA expression level of LDHA was found between normal and oxidative stress condition. However, LDH activity was significantly higher under oxidative stress condition than at normal condition using in vitro model of myogenesis. The highly expressed LDHA was positively correlated with LQLD. Moreover, LDHA activity increased by oxidative stress was reduced by antioxidant resveratrol. This paper emphasizes the importance of differential expression patterns of proteins and their interaction for the development of meat quality traits. Our proteome data provides valuable information on important factors which might aid in the regulation of muscle development and the improvement of meat quality in longissimus dorsi muscles of Duroc pigs under oxidative stress conditions.

Factors Influencing the Adoption of Location-Based Smartphone Applications: An Application of the Privacy Calculus Model (스마트폰 위치기반 어플리케이션의 이용의도에 영향을 미치는 요인: 프라이버시 계산 모형의 적용)

  • Cha, Hoon S.
    • Asia pacific journal of information systems
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    • v.22 no.4
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    • pp.7-29
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    • 2012
  • Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

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Investigating the Influence of Perceived Usefulness and Self-Efficacy on Online WOM Adoption Based on Cognitive Dissonance Theory: Stick to Your Own Preference VS. Follow What Others Said (온라인 구전정보 수용자의 지각된 정보유용성과 자기효능감이 구전정보 수용의도에 미치는 영향에 관한 연구: 의견고수와 구전수용의 비교)

  • Lee, Jung Hyun;Park, Joo Seok;Kim, Hyun Mo;Park, Jae Hong
    • Asia pacific journal of information systems
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    • v.23 no.3
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    • pp.131-154
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    • 2013
  • New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.