• Journal of Korea Trade
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• v.25 no.7
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• pp.75-91
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• 2021

Purpose - Social commerce (SC) is the growth of social media highlighting the e-commerce transactions and currently, the greatest challenges of e-commerce have attracted the influence of trust in social commerce intention (SCI). Based on the challenge, the study's purpose is to discover the effect of social support (informational and emotional support) on the SCI. The study also explores the mediation effect of trust and the moderation impact of culture between the USA and Korea. Design/methodology - This study used a sample of 482 surveys filled out by online shoppers from the US and Korea, two countries with divergent cultural values. Structural equation modelling (SEM) is used to analyze the hypothetical paths. In addition, bootstrapping and multi-group analysis are perform to view mediation and moderation effects respectively. Findings - The results of our study shows that both informational and emotional support significantly influences trust and SCI. Our results also supports the mediating effect of trust in social support and the moderating effect of culture in forming SCI. Originality/value - Our empirical results provide important information to businesses formulating cross-cultural SC strategies. This will help SC companies to analyze the aspects of customer trust through social support, which in turn will increase SCI and thereby established a competitive position for SCs. Our results will also be holistic directions for SC vendors in cross-cultural settings, which will offer important social and economic contributions to the sustainable growth of SC's business.

• Journal of the Korea Convergence Society
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• v.10 no.8
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• pp.205-215
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• 2019

The purpose of this study aimed to investigate the gender differences in the mediating effects of perceived social support and negative comparison in the relation between social networking sites and depression. For this analysis, 483 samples were collected and conducted by multi-group structural equation model. The findings of this study were as follows: (1) Collective identity was observed both in Facebook and in Internet Cafe activities. (2) Collective identity was positively related to perceived social support, but perceived social support was negatively related to depression. Also, negative comparison was positively related to depression. (3) In terms of gender differences, the Facebook activities were negatively related to depression for male while the internet cafe activities were positively related to depression for female. Lastly, (4) The collective identity was positively related to negative comparison for female.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Journal of Korea Trade
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• v.25 no.1
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• pp.47-64
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• 2021

Purpose - This paper empirically analyzed the determinants of the online food market in Korea and Vietnam as representatives of the developed market and emerging market. The online food market can be regarded as having a high potential value. This study aims to suggest the appropriate implications for each developed market and emerging market by empirically comparing and analyzing customers' online food purchase determinants in the growth change of the online food market. Design/methodology - The empirical model of this study was established with the motif of the TAM+Trust model suggested by Nguyen et al.'s (2019) existing theoretical framework. Davis's (1989) TAM model was adopted to establish a framework related to the determinants that consumers would accept, for the online food purchasing method. Then, the trust variable is added to the framework which is regarded as an important effector especially in food related researches. In this study's comparative analysis, the multi-group structural equation modeling analysis was implemented. Findings - The main finding of this study can be summarized as that the moderating effect of nationality is significant. This means that there is an obvious difference between the developed online food market and the emerging online food market. In addition, as the growth of the online market changes, the significant determinants of consumers' attitudes and purchase intentions are somewhat different. However, the usefulness of online food purchasing methods and the trust of websites were analyzed as significant factors. Originality/value - Although the potential of the online food market is abundant, studies on the determinants of customer's attitude and purchase intention are insufficient. Moreover, comparative studies between countries have not been conducted in existing studies. Therefore, the research value of this paper can be explained in that it has suggested implications for the continued growth of the online food market.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.464-480
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• 2022

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot's para-social presence on service acceptance intention through consumers' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot's intimacy positively influenced consumers' perceived enjoyment, while the chatbot's understanding had a significant effect on perceived usefulness and ease of use. The chatbot's involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.

• Journal of Korea Trade
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• v.27 no.4
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• pp.77-100
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• 2023

Purpose - Using the Model of Goal-Directed Behavior (MGB), this study identifies the critical factors that influence consumer intention to purchase an electric vehicle (EV). This study also provides differentiated policy implications to the Korean and Chinese governments and EV-related companies for the expansion of the EV market in both countries by comparing consumers' perceptions of EV purchase intentions. Design/methodology - Our extended MGB model adds to the standard model consideration of financial incentives, perceived risks, and environmental concerns. An online survey was conducted of Korean and Chinese consumers. Based on the collected responses, all tested hypotheses were verified using PLS-SEM (Partial Least Squares-Structural Equation Modeling). Differences in the path analysis results between Korea and China were compared and verified using Henseler's MGA (multi-group analysis), the parametric test, and the Welch-Satterthwaite test. Findings - The most critical factor that influences the intent to purchase an EV in consumers from both countries is personal desire. PBC and SN were identified as the critical factors that respectively increase personal desire in Korea and China. In addition, in Korea, among the three factors EC, FIP, and PR, environmental concerns were found to have the most significant impact on attitudes and purchase intention. In contrast, in China, economic factors (specifically financial incentives) had greater importance than environmental issues. Originality/value - This study has academic contributions in that it presents a new research model that includes financial incentive policies, environmental concerns, and perceived risk variables based on the MGB to explore consumers' purchase intentions. This study can also make a practical contribution in that it provides some meaningful implications to the governments and EV-related companies of both countries based on the differences in the analysis results of the Korean and Chinese markets.

• Korean Journal of Child Education & Care
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• v.18 no.1
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• pp.27-51
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• 2018

The purpose of this study was to analyze that mother's daily hassles, children's cognitive regulation and children's emotive regulation are prospectively related on children's school readiness and to investigated the mediating role of children's cognitive regulation and children's emotive regulation between mother's daily hassles and children's school readiness. Also in particular children's sex. This study used data from 273 preschooler and their mothers from kindergartens and child care centers located in Seoul and Gyeonggi-do. The data was processed by SPSS 24.0 and Mplus 6.0. Pearson's correlation, confirmatory factor analysis(CFA), structural equation modeling(SEM), multi group analysis were used to find out the relationships and mediating effect. The results of this study were as follows: First, mother's hassles had a direct effect on children's cognitive regulation and children's emotive regulation. However, mother's hassles didn't have a direct effect on physical health and motor development, cognition development and general knowledge, social-emotional development, and life habit and attitude. Second, children's cognitive regulation had a direct effect on physical health and motor development, cognition development and general knowledge. And children's emotive regulation had a direct effect on social-emotional development. Third, children's cognitive regulation fully mediated the relation between mother's hassles and physical health and motor development, cognition development and general knowledge of school readiness. Also, children's emotive regulation fully mediated the relation between mother's hassles and social-emotional development of school readiness. Forth, mother's hassles had a little effect on boy's cognitive regulation, but boy's cognitive regulation had effect on physical health and motor development of school readiness stronger than girls.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.6
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• pp.465-475
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• 2018

The purpose of this study was to explore predictors of positive changes in children with divorced parents and to demonstrate the structural path among the perceived experience of social discrimination, parenting difficulties, parent-child communication, and internet use of children that related to positive changes based on family incomes. The subjects for this study were 1,114 single parents from divorced families sourced from a study on the status of single-parent families in 2015. The results of this study by using the structural equation model of the moderating effect verification with family incomes and multi group analysis are as follows. First, single-parent's perceived experience of social discrimination turned had a significant positive effect on parenting difficulties( =.354) and children's internet use ( =.234). Single-parent's perceived parenting difficulties also had a significant positive effect on children's internet use ( =.440) but a significant negative effect on both parent-child communication( =.192) and positive changes of children( =.218). Interestingly, internet use of children demonstrated a significant negative effect on their positive changes. Second, parent-child communication, parenting difficulties, and children's internet use had a negative mediating effect with the relationship where single-parent's perceived experience of social discrimination had an effect on positive changes of children( =.167). Second, between the family groups based on family incomes, there was no statistically significant difference in the structural relationship. Based on these results, this study presented a practical proposal to help single parents not experience social discrimination and to help decrease the internet use of children to improve positive changes.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.122-131
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• 2019

This study analyzed the moderating effect according to school levels in the structural relationship between stressful interpersonal relationships at work and rumination in teachers' depression. For this study, a research model was formed based on theoretical understandings and a literature review. The researchers surveyed 811 teachers at primary and secondary schools to measure scales of depression, rumination, and stress in interpersonal relationships at work. Primary education and secondary education were the grouping variables for the school levels, and the collected data was analyzed using multi-group structural equation modeling. Also, to affirm equivalence between the two models, the data was investigated using the constrained model of measurement equivalence. The research results verified the equivalence between the two models and the moderating effect by comparing the path coefficients of the two models on the assumption of equivalence constraint. As a result, the moderating effect according to school levels was revealed on the path from stressful interpersonal relationships at work to depression. Grounded on this analysis, stress in interpersonal relationships at work mediates the impact of rumination in teachers' depression. In addition, the research revealed that the moderating effects on stressful interpersonal relationships at work varied according to school level, and the moderating effect of stress in interpersonal relationships at work affected middle school teachers but not primary school teachers.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.127-138
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• 2020

This study aims to analyze influences of self-perceived health, participation in social activities on life satisfaction and mediating effect of participation in social activities of the elderly by age group. For this, Structural Equation Model(SEM) was implemented by using data of the 6th wave of KLoSA with 2,106 young-olds and 2,219 old-olds. The results are as follows: The young-old elderly had higher level of self-perceived health, higher participation in social activities, and higher life satisfaction than the old-old elderly, and the mediating effect of participation in social activities was founded only in the young-old elderly. As a result of multi-group analysis, the influence of self-perceived health on life satisfaction was confirmed by no difference between both groups and the influence of self-perceived health on the participation in social activities was relatively higher in the old-old elderly. In the path of participation in social activities on the life satisfaction, the young-old elderly were found to have a significant effect. Through above results, the intervention plan considering the differences between groups was discussed in order to improve the elderly's life satisfaction.