• 산경연구논집
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• 제9권11호
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• pp.25-38
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• 2018

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology - Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality, service quality and system quality. Second, fashion Social media information quality, social quality, and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality, service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.

• 한국융합학회논문지
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• 제11권3호
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• pp.201-210
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• 2020

본 논문은 항공 관련 소셜미디어의 정보수용에 있어 이용 동기와 민감도, 성별과 연령을 융합하여 이용태도와 행동을 예측하기 위해 연구를 시행하였다. 구체적으로 성별과 연령에 따른 소셜미디어 정보수용의 차이, 이용 동기와 민감도는 정보수용에 어떤 영향을 미치는지 알아보고자 하였다. 이를 위해 2018년 4월 19일부터 5월 3일까지 온라인 전국 패널 20세 이상 성인을 대상으로 하여 성별과 연령의 편중을 막기 위해 고른 분포로 자료수집을 하였다. 연구결과, 성별과 연령에서 여성과 연령이 낮을수록 소셜미디어 정보수용에 긍정적인 영향을 미쳤다. 이용 동기는 정보수용에 정(+)의 영향을 미치는 것으로 나타났으며, 민감도에는 정보수용에 부(-)의 영향을 미치는 것으로 나타났다. 이를 통해 성별, 연령 등 이용자 계층과 이용 동기, 민감도가 정보수용에 영향을 준다는 것을 알 수 있었다. 또한, 민감도 요인의 부정적인 면도 파악할 수 있어, 항공 관련 소셜미디어 마케팅 전략의 기초자료로 활용할 수 있을 것으로 기대한다.

• 지식경영연구
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• 제20권2호
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• pp.87-103
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• 2019

The purpose of this study was to explore the factors influencing acceptance (e.g., comprehension,) and diffusion of information recipients' by depending on the authenticity of news. Specifically, this study has examined the effects of the news contents(political vs. general), need for cognition(high vs. low) and authenticity of the News(real news vs. fake news) on both acceptance and diffusion of news. Based on previous work, this study has developed a conceptual model to present each research hypothesis and tested it by conducting experiments as the follows. As a result, according to the authenticity of the news and the contents of the news (political and general), the acceptance of political contents was high regardless of the authenticity of the news, and the acceptance of real news was higher than that of fake news. However, in the proliferation (comment), both the political contents and the general contents showed the characteristic of spreading (commenting) fake news rather than real news. contrary to this, the cognitive level did not show any significant difference in acceptance (understanding) and proliferation (comment, sharing, recommendation). This study provides academic implications in that it examines the influences of accepting (comprehension) and diffusion (comment, sharing, recommendation) of real news and fake news. It also provides practical implications for responding to fake news and new marketing strategies in an environment where contents are delivered through diverse social media.

• 한국항공운항학회지
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• 제25권3호
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• pp.1-8
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• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• 통상정보연구
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• 제15권4호
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• pp.391-418
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• 2013

웹 2.0 기술이 발전함에 따라 소셜 미디어는 더욱 확산되고 있으며 이를 통한 정보공유와 전파는 더욱 쉽고 신속하게 실현되고 있는 실정이다. 본 연구는 이런 환경에서 소셜 미디어의 구전정보에 대한 수용성을 연구하고자 한다. 세부적으로는 국제 관광분야의 소셜 미디어 구전정보를 수용하는 결정요인들과, 수용의 결과로써 밸생되는 구매의도에 관한 영향성을 연구하고자 한다. 국제 관광상품은 고비용의 서비스상품으로서, 미리 직접 경험할 수 없고 불확실성이 높기 때문에 다른 사람이 전달하는 구전정보에 관심을 갖게 되다. 본 연구에서는 구전 발신자의 특성과 소비자 특성의 두 가지 측면을 고려하여 구전효과에 미치는 영향을 연구하고자 한다. 세부적으로는 구전정보의 수용성 연구 개념을 구전 메시지의 특성, 구전 수신자의 동기 및 관여도, 구전 발신자의 전문성 측면에서 고찰하였다. 또한 수집된 385부 설문지를 대상으로 SPSS, AMOS를 이용하여 실증적 분석을 실시하였다. 그 결과, 구전정보가 중립적일수록, 발신자가 전문적일수록, 수신자의 실용목적이 높을수록 구전정보를 유의미하게 수용하는 것으로 도출되었다. 또한, 소비자들의 수용성이 높을수록 구전정보를 더욱 전파하며, 긍정적으로 구매의도를 밝히는 것으로 도출되었다. 본 연구는 소셜 미디어를 통한 구전정보의 수용과정을 설명하고자 하는 연구로써 향후 서비스 분야의 구전정보 확산과정에 대한 연구들이 기대된다.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2007년도 한국지능정보시스템학회
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• pp.208-217
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• 2007

The media industry influenced by digital convergence is developing in the direction which the media consumers change their passive attitudes for positive participation on the base of the interactivity of convergence media of telecommunication and broadcasting. And content is progressing toward on-demand service which is customer-oriented and open. In light of these findings, interactivity is the most important feature which is able to shift the paradigm of the media industry and critical success factors which should be considered in order to plan the media strategy. This study is aimed at shedding light on the effects of interactivity factors, which are main factors of ubiquitous environment, on consumer's acceptance intention and describing the role of perceived interactivity and awareness of media substitution in the process of formation of acceptance intention..

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.149-170
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• 2006

This research investigates the determinants of the customer's acceptance intuition for the ads on cellular phone. For this purpose, this research set up a model with such variables as entertainment information irritation, credibility, flow experience, attitudes and acceptance intention based on TAM and Flow theory. For the more reasonable and generalizable results, this study targets two different customer groups in Korea and Japan and compare the responses from these two groups using AMOS, the structural equation modeling and a second-generation multi - variant techniques.

• International Journal of Internet, Broadcasting and Communication
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• 제15권1호
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• pp.33-39
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• 2023

Social networking is gaining speed and has grown indispensable as technology develops. As a result, social media, particularly Facebook, Instagram, and influencer marketing, are replacing conventional marketing trends. The top 15 search terms for Mongolian women between the ages of 18 and 34 in 2019 on Facebook were cosmetics and shopping. Companies use social media, the main tool of social media, to promote their products while simultaneously increasing productivity at a minimal cost. In Mongolia, finding out about cosmetic brand products on social media is rather usual. The impact of social media influencers on the purchasing of cosmetic brands must thus be researched. We aimed to find out the relationship between attractiveness, authenticity, communication ability, and influence, which are characteristics of beauty influencers, on product purchase intention and identification between consumers and followers (information acceptance, purchase intention). Communication ability and influence appeared to have a statistically significant positive (+) effect on identification. On the other hand, attractiveness, communication ability, and influence all showed a statistically significant positive (+) effect on information acceptance. Identification and information acceptance has s significant positive effect on purchase intention.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2016년도 춘계학술대회
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• pp.120-122
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• 2016

다양한 멀티미디어를 활용한 스마트 학습이 학습 현장에서 활용되는 가운데, 학습자들의 스마트 학습에 대한 수용을 기술수용모형인 TAM을 적용하여 살펴보고자 하였다. 연구 결과를 활용하여 학습자 관점에서의 멀티미디어 활용을 통한 학습환경의 문제점 및 수용에 대한 제언을 하고자 한다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2016년도 춘계학술대회
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• pp.131-133
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• 2016

다양한 멀티미디어를 활용한 스마트 학습이 학습 현장에서 활용되는 가운데, 교수자들의 스마트 학습에 대한 수용을 기술수용모형인 TAM을 적용하여 살펴보고자 하였다. 연구 결과를 활용하여 학습자 관점에서의 멀티미디어 활용을 통한 학습환경의 문제점 및 수용에 대한 제언을 하고자 한다.