• 한국컴퓨터정보학회논문지
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• 제20권10호
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• pp.121-126
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• 2015

The central objective of this paper is to check different effects developed by interaction with a gender and brand attributes related to the brand authenticity such as brand authority and brand ethicality. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. The data were analyzed using smartPLS, a structural equation modeling tool. The results of the analysis are summarized as follows. First, brand authority has a significant effect on brand authenticity in both male and female. Second, brand ethicality has a significant effect on brand authenticity in only male. Third, brand authenticity has a significant effect on purchase and word-of-mouth intention in only male. Therefore brand authority is the determinant of the perceived brand authenticity. The findings have significant implications which the study inquires into the gender difference in the perceived brand authenticity of consumers.

• 한국정보시스템학회지:정보시스템연구
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• 제33권2호
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• pp.1-25
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• 2024

Purpose Live commerce, a real-time product promotion method using portable hardware, is experiencing significant growth. This approach involves product experts or celebrities endorsing products, providing consumers with valuable information to mitigate uncertainty. This research underscores the significance of the seller's authenticity and their value similarity with consumers in live commerce. The study's first objective enhance the seller's authenticity and elucidate the mechanism that influences purchase intention. The second objective is to demonstrate the interactive effect of value similarity and the seller's authenticity on positively influencing purchase intention. Design/methodology/approach This research utilized previous studies to develop models and hypotheses, focusing on adults experienced in live commerce product purchasing. The study tested the research hypothesis using 330 samples. The study analyzed the path from seller authenticity to purchase intention via structural equation modeling (AMOS 22.0), and also explored the interaction between value similarity and seller authenticity using the Process 3.1 macro. Findings The research validates that the seller's channel activities and external perception amplify the seller's authenticity, influencing purchase intentions. It also affirms that value similarity fosters seller authenticity and interactive effects, thereby boosting purchase intentions. These findings provide insights for devising seller management strategies on live commerce platforms.

• 한국의류산업학회지
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• 제19권2호
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• 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.

• 무역학회지
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• 제42권3호
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• pp.143-172
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• 2017

본 연구는 중국소비자들을 대상으로 한국 제품 브랜드 진정성에 영향을 미치는 선행요인들이 그들의 한국 제품 브랜드에 대한 진정성 인식에 영향을 미쳐 한국 제품 브랜드만의 독특한 아우라를 느끼게 하는지를 살펴보고자 하였다. 이를 위해 본 연구에서는 선행연구들이 특정 상황에 맞춰 브랜드 진정성의 선행요인들을 살펴본 것과는 다르게 전체적인 관점에서 한국 제품 브랜드 진정성에 영향을 미치는 선행요인들로 브랜드 일관성, 지속성, 개별성, 권위성, 윤리성 등을 구성하였다. 이를 분석하기 위해 중국의 베이징, 상하이, 광저우 등의 한국 제품 브랜드 매장을 방문한 400명의 중국소비자들을 대상으로 설문을 진행하여, 자료를 수집하였다. 분석 결과 한국 제품 브랜드에 대한 지속성, 개별성, 권위성은 브랜드 진정성에 긍정적인 영향을 미쳤지만, 브랜드 일관성과 윤리성은 영향을 미치지 않는 것으로 확인되었다. 또한 한국 제품 브랜드 진정성은 한국 제품 브랜드 아우라에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 최근 중국소비자들에게 브랜드 진정성이 중요한 구매의사결정 요인이 됨에 따라 중국시장을 목표시장으로 하는 한국 기업들이 자사 브랜드의 진정성을 높이기 위한 전략적 시사점을 제공할 수 있다. 또한 한국 기업들이 자사 브랜드만의 독창적 가치인 브랜드 아우라를 구축하기 위해서는 먼저, 중국소비자들에게 자사 브랜드가 신뢰할 수 있고, 믿을 수 있는 브랜드라는 것을 인식시켜야 한다는 시사점을 제공할 수 있다.

• 한국의류산업학회지
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• 제26권3호
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• pp.251-264
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• 2024

This study identified the structural impact relationships, mediated by information reliability and brand authenticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of information reliability and brand authenticity varies according to consumers' regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were validated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reliability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and prevention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception difference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

• 한국기록관리학회지
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• 제15권4호
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• pp.99-123
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• 2015

본 연구는 다양한 기록관리 환경에서 기록의 진본성을 확보하고 기록의 생애 주기 동안 기록을 진본인 상태로 유지할 수 있는 진본성 온톨로지 모델을 제안하고자 한다. IntePARES 3 프로젝트의 연구내용을 바탕으로 구축한 진본성 기록 메타데이터인 IPAM(InterPARES Authenticity Metadata) 참조모델의 특징을 분석해보고, IPAM 모델을 적용하여 온톨로지를 구축하고 기록물 사례를 통해 적용 가능한 전자기록물 진본성 온톨로지 모델을 제안하고자 한다. 제안한 온톨로지 모델링은 IPAM이 제시하는 기록물의 생애주기에 생산되는 다양한 메타데이터 정보의 입력 및 관리를 가능하게 하는 도구를 개발하는 데 활용될 수 있을 것이다.

• Journal of Information Technology Applications and Management
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• 제30권6호
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• pp.53-68
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• 2023

Through the COVID-19 pandemic, the demand for non-face-to-face communication systems has surged, leading to an increased prevalence of virtual interactions across various domains, such as tasks, meetings, orders and deliveries, and even student education. Against this backdrop, interest in the metaverse platform has been on the rise, with metaverse services like Zepeto, Roblox, and Minecraft expanding beyond gaming to encompass educational fields as well. This study aims to identify authenticity factors influencing metaverse platform-based educational services and examine their impact. The authenticity components are defined as integrity, empathy, interactivity, presence, and uniqueness. The study investigates the effects of these authenticity components on both service value and service satisfaction. To achieve this, a survey involving 320 metaverse users was conducted, and the model was subjected to statistical validation. The findings of this research underscore that perceiving metaverse education services, still in the early stages of introduction, as authentic educational methods for learners positively influences satisfaction with the educational service.This study holds significance as it lays the theoretical groundwork for enhancing the authenticity of educational services in virtual space. It defines and proposes authenticity elements for customer satisfaction in metaverse educational services, which are still in their nascent stages. Moving forward, it is anticipated that various studies will be conducted to enhance the value of metaverse education services and achieve higher customer satisfaction as customer experiences evolve and deepen.

• 복식문화연구
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• 제30권2호
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• pp.189-207
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• 2022

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants' perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers' perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers' perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand's green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

• 한국기록관리학회지
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• 제3권1호
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• pp.43-68
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• 2003

전자문서 관리에 있어서 가장 중요한 개념중의 하나인 진본성 (Authenticity)에 관한 연구가 1995년이래 활발히 논의되어 필요성이 강조되어 왔으나, 진본성에 관한 정의와 개념적인 수준에 머무르는 반면, 구체적인 적용연구는 아직 미치지 못하고 있다. 본고는 진본성에 관한 이해를 이론적인 개념정립보다는 귀납적인 방법을 취하여 실제 문서를 생산, 이용, 검색, 관리, 보존 업무에 종사하는 문서관리자, 도서관사서, 아키비스트, 컴퓨터 시스템운영자, 프로그래머등을 중심으로 여론조사를 실시하여 그 결과를 보고하였다. 기록관리계의 실무자들이 이해하는 진본성은 업무활동에 밀접하게 관련되어 있고 진행중인 연구프로젝트의 연구결과와는 많이 차이가 있음을 보여준다. 본고는 진본성을 이해연구하는 새로운 방법론을 제시하고 기록학계 진행중인 연구프로젝트의 갭을 지적하고자 한다.