• Asia pacific journal of information systems
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• v.20 no.1
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• pp.57-79
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• 2010

In a virtual community, one can possess multiple identities and pretend to be different by creating self-identity in contrast with his or her actual self. Does false identity undermine the qualitative growth of a virtual community by reducing members' accountability? Or does it stimulate their contributive behaviors by ensuring freedom of speech? It is imperative to understand the effects of multi-identity considering the distinct properties of a virtual community in which people easily change their identities at little or no cost. To answer these questions, we adopted the concept of self-discrepancy from the social psychology theory rooted in the concept of the self and developed a theoretical model to predict quality of contribution of the individual member in virtual communities. Based on the self-discrepancy theory, we first identified two different domains of the self: (1) an "actual self" that consists of attributes that the person believes he or she currently possesses in real life and (2) a "cyber self" that consists of attributes the person believes he or she possesses in a virtual community. Next, we derived an index for two different types of self-discrepancy by using the differences between the actual and the cyber identities: Personal Self-discrepancy and Social Self-discrepancy. Personal Self-discrepancy reflects the degree of discrepancy between actual and cyber identity regarding a person's intelligence, education, and expertise. Social Self-discrepancy reflects the degree of discrepancy between actual and cyber identity regarding a person's morality, sociability, and accordance with social norms. Finally, we linked them with sense of virtual community, perceived privacy rights, and quality of contribution to examine how having a multi-identity influences an individual's psychological state and contributive behaviors in a virtual community. The results of the analysis based on 266 respondents showed that Social Self-discrepancy negatively influenced both the Sense of Virtual Community and Perceived Privacy Rights, while Personal Self-discrepancy negatively influenced only Perceived Privacy Rights, thereby resulting in reduced quality of contribution in virtual communities. Based on the results of this analysis, we can explain the dysfunctions of multi-identity in virtual communities. First, people who pretend to be different by engaging in socially undesirable behaviors under their alternative identities are more likely to suffer lower levels of psychological wellbeing and thus experience lower levels of sense of virtual community than others. Second, people do not perceive a high level of privacy rights reflecting catharsis, recovery, or autonomy, even though they create different selves and engage in socially undesirable behaviors in a virtual community. Third, people who pretend to be different persons in terms of their intelligence, education, or expertise also indirectly debase the quality of contribution by decreasing perceived privacy rights. The results suggest that virtual community managers should pay more attention to the negative influences exercised by multi-identity on the quality of contribution, thereby controlling the need to create alternative identities in virtual communities. We hope that more research will be conducted on this underexplored area of multi-identity and that our theoretical framework will serve as a useful conceptual tool for all endeavors.

• Journal of Distribution Science
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• v.11 no.6
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• pp.41-50
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• 2013

Purpose - Inducing consumers' behavioral intent to use an outlet shopping center is a critical issue for managers since it can be used as a guide for developing marketing strategies. Low prices could lead to a growth in retail purchases, but there might also be a positive relationship between prices and customer perceptions of product quality. The extent to which consumers use price as a predictor of quality may differ according to the availability of important alternative cues such as brand, store name, and identity salience triggered by the store. Consumers can obtain non-economic benefits from marketing exchanges that go beyond basic economic achievement. We argue that identity salience can play a crucial mediating role when consumers, acting as exchange partners, seek to obtain social benefits. This study shows that identity salience could mediate the relationship between identity salience-inducing factors such as multi-finality, prestige and role performance, and consumers' behavioral intent to use an outlet shopping center. Research design, data and methodology - The survey was conducted on college students enrolled in marketing classes. A total of 200 questionnaires were distributed, of which only 194 were returned. After five incomplete questionnaires were excluded, a final sample of 189 was used for empirical analysis. Using a covariance structural analysis in Amos17, we confirmed the fit of the research model and estimated its parameters by using the maximum likelihood method. Results - The results of the hypotheses testing are as follows. First, both identity salience and economic benefits have positive effects on the behavioral intent to use an outlet shopping center. Second, role performance, prestige, and multi-finality have positive effects on identity salience. Finally, the additive analysis of the direct effects of identity salience-inducing factors shows that the role performance, prestige, and multi-finality factors have no direct effects on the behavioral intent to use an outlet shopping center, suggesting that identity salience plays a positive mediating role. Conclusions - This study informs marketers that not only price but shoppers' identity salience directly affects their intent to visit an outlet shopping center. To strengthen shoppers' identity salience, marketers should find ways to help shoppers fulfill their multiple social roles, realize their multiple goals, and achieve prestige. In other words, outlet shopping centers must improve their personal service environment in order to enhance their employees' service quality and assist the execution of multi-finality by minimizing the perceived costs (e.g., travel time, effort) associated with shopping trips, thus making it easier for consumers to combine visits to multiple stores in outlet shopping centers and buy the items required for their consumption goals. Outlet shopping centers must also offer assortments with both breadth and depth in order to help consumers play the social roles their social networks have given them.

• Journal of Korea Game Society
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• v.11 no.6
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• pp.81-93
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• 2011

Identity theft happens frequently in popular MMORPG(Massively Multi-player Online Role Playing Games) where profits can be gained easily. In spite of the importance of security about identity theft in MMORPG, few methods to prevent and detect identity theft in online games have been proposed. In this study, we investigate real identity theft cases of an online game and define the representative patterns of identity theft as the speedy type, cautious type, and bold type. We then propose the automatic identity theft detection model based on the multi-class classification. We verify the system with one of the leading online games in Korea. The multi-class detection model outperforms the existing binary-class one(hacked or not).

• Journal of the Korean Regional Science Association
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• v.35 no.1
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• pp.19-31
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• 2019

This study examines the effect of national identity and threat awareness on the multi-cultural acceptability and whether contact theory actually work. For the analysis, this study used '2013 Korea General Social Survey' data and compared two groups divided according to whether or not they live in ethnic places using structural equation modeling. The empirical analysis shows that national identity does not have a direct effect on multi-cultural acceptability, and threat awareness has a full mediating effect between national identity and multi-cultural acceptability. In addition, the negative effect of the threat awareness on multi-cultural acceptability was greater in groups living in ethnic places. The findings suggest that multi-cultural awareness education is necessary to reduce the threat awareness toward foreigners, and that community-level programs are needed to prevent and coordinate conflicts arising from contact between foreigners and Koreans.

• Journal of Family Resource Management and Policy Review
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• v.13 no.3
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• pp.85-101
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• 2009

The Multi-cultural Family Support Center provides various educational programs and services for multi-cultural families. However, there are controversies regarding integration and assimilation, ethnic identity and ethnocentrism, and state-sponsored multi-culturalism. From the home economist's perspective, it was necessary to explore the direction of integration of family life culture in the multi-cultural society. This study concluded that there is a necessity to accept foreign culture and create a new culture while still maintaining their and our own cultural identity respectively. For this purpose, integration and assimilation must progress side by side to maintain the cultural identity and stability of multi-cultural families. But, women migrants are to adapt in their everyday life, they need to attend a Korean-language course and take part in a traditional Korean culture program such as having an assimilational characteristics. Also for the happiness of multi-cultural families ultimately not for the confronted problems, it requires sometimes education of changing migrants' own traditional customs and life culture partly. In this sense, educational and cultural programs held by Multi-Cultural Family Support Center are meaningful and their importance in adapting into everyday life must be recognised by all of us.

• Korean Institute of Interior Design Journal
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• v.22 no.4
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• pp.121-129
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• 2013

This study was aimed at determining the characteristics of circular multi-family housing under the assumption that the shape of a residential building affects local identity. A total of six case studies were included in this study, three case studies on idle historical industrial facilities turned into residential buildings and another three on multi-family housing located in newly developed residential complexes. The study drew its conclusions as follows. First, the design of circular multi-family housing was intended to maximize security and defense from the outside in older times. This was later developed as the terrace house style with geometric urban squares designed under the urban planning of the Baroque period. This evolved high-density housing with a courtyard in the center offering a green open space, with the aim of restoring a sense of humanity. Second, the six case studies on circular multi-family housing were analyzed from the viewpoint of each factor of local identity, including historical and cultural, landscape, and community. Third, the historical and cultural elements of circular multi-family housing are found in some unused historical industrial facilities remodeled into residential buildings. They provide new capabilities and shapes desired by society at a given time, while maintaining familiar styles and elements of history, integrating a legacy of the past into the present. Fourth, circular multi-family housing with unique shapes and structures often become landmarks of a region with their distinctive appearance against a uniform urban environment and the monotonous scenery of residential complexes. They also show a high level of visual awareness with the distinctive shapes made possible when new elements are added to a historical exterior. Finally, circular multi-family housing with courtyards in the center prompt social contact between inhabitants, especially with dormitories and rental houses for the low-income bracket, which provide a small individual units with high use common space. Circular multi-family housing are planned in a manner similar to a small village or a city. They are designed to enhance sense of community, allocating various public amenities and provide cultural and commercial spaces on the ground floor and courtyard areas.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.7 no.1
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• pp.119-131
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• 2013

With the explosive growth of computer networks, many remote service providing servers and multi-server network architecture are provided and it is extremely inconvenient for users to remember numerous different identities and passwords. Therefore, it is important to provide a mechanism for a remote user to use single identity and password to access multi-server network architecture without repetitive registration and various multi-server authentication schemes have been proposed in recent years. Recently, Tsaur et al. proposed an efficient and secure smart card based user authentication and key agreement scheme for multi-server environments. They claimed that their scheme satisfies all of the requirements needed for achieving secure password authentication in multi-server environments and gives the formal proof on the execution of the proposed authenticated key agreement scheme. However, we find that Tsaur et al.'s scheme is still vulnerable to impersonation attack and many logged-in users' attack. We propose an extended scheme that not only removes the aforementioned weaknesses on their scheme but also achieves user anonymity for hiding login user's real identity. Compared with other previous related schemes, our proposed scheme keeps the efficiency and security and is more suitable for the practical applications.

• The Journal of the Korea Contents Association
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• v.12 no.10
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• pp.307-319
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• 2012

The purpose of this study was to find whether national identity, value orientation, cultural sensitivity influence Multi cultural competence of secondary school students. The significant result out of this research was that Multi cultural competence were different by its concerned variables. The results of hierarchical regression analysis reveal that changes to each of the models were checked by introducing a new group of variables in each stage. Then the influences of the concerned variables including national identity, value orientation, and cultural sensitivity on multi cultural competence were tested through the influence and significance of the variables and the changing explanatory power of the entire models.

• Journal of the Korean Home Economics Association
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• v.48 no.5
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• pp.87-102
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• 2010

This study had a purpose to present a comprehensive grasp of the variables that influence a sense of self-identity in children of multi-cultural families. The participants were 310 elementary school children from the fourth to sixth grades and who were currently enrolled in North Jeolla Province. The results were as follows. First, no significant difference was found for a sense of self-identity according to the children's gender. But a significant difference was found according to the nationality of the mothers. Second, the boys' self-identity was affected by mother's rejection of discipline/reprimand behaviors and the girls' self-identity was affected by school satisfaction. Last, children's selfidentity was affected by the mother's nationality(Japan, China, and Philippine).

• Journal of International Area Studies (JIAS)
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• v.15 no.2
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• pp.141-168
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• 2011

The purpose of this study was to investigate the relationship between national identity and attitudes towards immigrants among Korean, Chinese and Japanese univ. students. The subjects were univ. students of Korean(433), Chinese (495) and Japanese(477). Data were analyzed by Factor analysis, ANOVA, Scheffe, Structural Equation Modeling, multi-group analysis. The results are following : First, ethnic and civic identity both was the highest in chinese univ. students. Ethnic identity was the lowest in Korean univ. students, and civic identity was the lowest in Japanese univ. students. Second, attitudes towards immigrants among Korean, Chinese and Japanese Univ. Students differed from items of perceived threat. Third, each sub-factor of national identity influenced mutual relation rather than independent on attitude towards immigrants. The impact of national identity on the attitudes towards immigrants, that of Japanese univ. students has significantly highest, but those of Korean and Chinese univ. students was not affected.