• Asia Marketing Journal
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• v.15 no.4
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• pp.51-60
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• 2014

Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened- that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic variables that, in turn, affect the consumers' purchasing behavior in various ways. Previous research on consumer decision making investigates the differential role of regulatory focus as a series of stages. Regulatory focus theory posits that people depend on the two types of regulatory focus when pursuing goals: promotion focus vs. prevention focus. The former induces tendencies to recognize a goal as a hope and ideal, as something that satisfies the need for accomplishment, and to be sensitive to the presence of a positive outcome of the match and to match the pursuit of goals. On the other hand, the latter tends to regard a goal as the responsibility or obligation to achieve the goal, has a tendency to avoid failure to meet a target, and is sensitive to the presence of the negative consequences that do not reach the target. The following propositions are suggested: 1) The effect of higher accumulation effort level on delaying point redemption speed will be relatively more pronounced for customers with prevention focus. 2) The effect of higher accumulation effort level on large redemption unit size will be relatively more pronounced for customers with prevention focus. 3) The effect of higher accumulation effort level on hedonic redemption ratio will be relatively more pronounced for customers with promotion focus. Therefore, this research provides a moderating variable that has the potential to be used as a reference for market segmentation and affects the relationship between point accumulation effort and three sides of point redemption behavior. On this basis, the direction for the future research on this issue is recommended. Future research could verify these propositions conducting a survey of customers' propensity of regulatory focus in conjunction with the history of the loyalty program of data. This would provide a more realistic effect on the usage behavior of loyalty program consumers by providing useful implications for both marketing practitioners and researchers.

• Asia Marketing Journal
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• v.15 no.2
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• pp.75-97
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• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.275-290
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• 2023

We aimed to revise and supplement the art therapy kit based on the findings of a review of women's experiences participating in the art therapy kit in the 2030s. After women in their 2030s experienced the developed art therapy kit for one month, we organized two homogeneous groups of 8 art psychotherapy majors and 5 non-majors to collect data through focus group interviews and analyzed them using grounded theory methods. In the end, 100 converted meaning units, 16 subcomponents, and 5 components were derived. There is a lack of research on the development and experience of art or art therapy-based kits in Korea, so it is important for us to provide basic data on the experience of art therapy kits. In addition, the study participants experienced insights into themselves and their emotions based on the accumulated art therapy kit outputs through immersion in emotion exploration and recognition, and these experiences led to the participants' recognition of the need and value of developing art therapy kits. The individual and unique outcomes of the art therapy kits became evidence of self-awareness, confirming the therapeutic effectiveness of art therapy kits as a tool for emotion exploration and recognition and for emotional change and resolution.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.5
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• pp.187-203
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• 2022

As the economic, social, and environmental problems of the local community reach a serious level, our society is realizing the need to foster young talents who discover opportunities in local issues through entrepreneurship education and create social values through creative challenges. However, entrepreneurship education programs are generally focused on commerciality, so customized education programs to solve regional problems are insufficient. Therefore, this study aimed to develop a community problem-solving entrepreneurship curriculum. In this study, a competency based curriculum model was applied to develop the curriculum, and regional problem-solving entrepreneurship competencies were derived through expert advice from a total of 10 people. In the process, the Delphi methodology was additionally used to reduce the possibility of errors in the competency model. As a result of the study, a total of 23 regional problem-solving entrepreneurship competencies were confirmed, and knowledge(K) - skill(S) - attitude(A) by competency consisted of 5, 9, and 9, respectively. By applying this to Dunham's problem-solving six-step model, modular learning support measures were developed in the order of phase 1(problem discovery), phase 2(problem analysis), phase 3(plan), phase 4(measure), and phase 5(evaluation). This study is meaningful in that it integrated theory and practice by developing specific entrepreneurship curriculum and learning support measures based on the theoretical model devised in social welfare. In addition, it has implications in that it developed a regional problem-solving entrepreneurship competency model based on expert advice and proposed a specific curriculum based on this.

• Journal of The Korean Association For Science Education
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• v.29 no.6
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• pp.611-625
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• 2009

The purpose of this research is to investigate the characteristics of beginning science teachers' subject matter knowledge (SMK) as revealed in their classroom teaching methods. In this research, we explored six beginning teachers' classroom teaching episodes on the 'work and energy' unit. Using open-ended interviews with the teachers and group discussions taking place on a regular basis to analyze and compare the classes of six beginning teachers, we extracted the features of beginning science teachers' SMK. Using grounded theory methods, the characteristics of beginning science teachers' SMK drawn from this research are: (1) beginning teachers' positivistic epistemology on science, (2) claiming the teacher's authority based on rich subject content knowledge, and (3) beginning teachers' science elitism. These epistemological characteristics are realized such PCK as (1) representational errors caused by the teacher's own science misconception, (2) doing harm to students with too much content knowledge, (3) sporadic content presentation lacking a focus, and (4) surplus class hours with lack of effective science teaching explanations. Suggestions for alternative perspectives on science SMK are presented by experienced teachers. In conclusion, science teachers' SMK is necessary, but not sufficient, for effective teaching. Science teachers' SMK does have an effect on science teaching, mediated by other types of teacher knowledge. The beginning teachers need a systematic support to transform their SMK into a viable PCK.

• The Korean Society of Law and Medicine
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• v.25 no.1
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• pp.149-192
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• 2024

People with mental illness are generally either unaware of their illness or unwilling to voluntarily seek treatment, which makes treatment difficult and the pain mainly passed on to their families. Accordingly, non-face-to-face treatment, in which the patient is diagnosed by interviews with the family and unannounced medication, in which medication is secretly administered through the family, can be performed, and this has been considered a necessary evil. Even considering realistic aspects such as the special nature of mental health care and families' suffer, not-informed treatment without consent violates not only medical laws, but also human rights of mentally ill patients. Above all, if the patient finds out about this late, the trust between the patient, family, and doctor is completely broken, and a treatment is absolutely refused. Japan's Chiba decision, which presents exceptional conditions for allowance might be a solution. However, it would not be a right solution, considering that it could lead to long-term unannounced medication and completely cut off treatment through therapeutic dialogue. Ultimately, it need to approach this problem and seek alternatives through restoration of therapeutic dialogue.

• Knowledge Management Research
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• v.25 no.2
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• pp.219-243
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• 2024

This study investigates the impact of privacy concerns, perceived utility, and awareness of the right to personal data self-determination on the effective use and expansion of MyData services, which are critical to the data economy. Integrating the value-based adoption model with privacy calculus theory, the research examines how perceived utility, privacy concerns, trust, and personal innovativeness influence perceived value, perceived privacy, and the intention to provide personal information. Data collected from an online survey of 442 MyData service users and prospective users were analyzed using PLS-SEM and Bootstrapping methods via SmartPLS 4. The results indicate that perceived utility positively affects the intention to provide personal information, while privacy concerns have a negative impact. Trust and personal innovativeness positively influence the intention to adopt MyData services, and the awareness of personal data self-determination rights moderates these intentions. The findings underscore the importance of developing beneficial services that mitigate users' privacy concerns and build trust for the successful implementation of MyData services. Additionally, the study highlights the need for education and awareness campaigns to enhance understanding of the right to personal data self-determination.

• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.21-41
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• 2024

This study explores the relationship between users' attachment styles and their interactions with ChatGPT (Chat Generative Pre-trained Transformer), an advanced language model developed by OpenAI. As artificial intelligence (AI) becomes increasingly integrated into everyday life, it is essential to understand how individuals with different attachment styles engage with AI chatbots in order to build a better user experience that meets specific user needs and interacts with users in the most ideal way. Grounded in attachment theory from psychology, we are exploring the influence of attachment style on users' interaction with ChatGPT, bridging a significant gap in understanding human-AI interaction. Contrary to expectations, attachment styles did not have a significant impact on ChatGPT usage or reasons for engagement. Regardless of their attachment styles, hesitated to fully trust ChatGPT with critical information, emphasizing the need to address trust issues in AI systems. Additionally, this study uncovers complex patterns of attachment styles, demonstrating their influence on interaction patterns between users and ChatGPT. By focusing on the distinctive dynamics between users and ChatGPT, our aim is to uncover how attachment styles influence these interactions, guiding the development of AI chatbots for personalized user experiences. The introduction of the Perceived Partner Responsiveness Scale serves as a valuable tool to evaluate users' perceptions of ChatGPT's role, shedding light on the anthropomorphism of AI. This study contributes to the wider discussion on human-AI relationships, emphasizing the significance of incorporating emotional intelligence into AI systems for a user-centered future.

• Information Systems Review
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• v.20 no.2
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• pp.111-137
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• 2018

Considering the increase in health insurance benefits and the elderly population of the baby boomer generation, the amount consumed by health care in 2020 is expected to account for 20% of US GDP. As the healthcare industry develops, competition among the medical services of hospitals intensifies, and the need of hospitals to manage the quality of medical services increases. In addition, interest in online reviews of hospitals has increased as online reviews have become a tool to predict hospital quality. Consumers tend to refer to online reviews even when choosing healthcare service providers and after evaluating service quality online. This study aims to analyze the effect of sentiment score of healthcare service quality on hospital rating with Yelp hospital reviews. This study classifies large amount of text data collected online primarily into five service quality measurement indexes of SERVQUAL theory. The sentiment scores of reviews are then derived by SERVQUAL dimensions, and an econometric analysis is conducted to determine the sentiment score effects of the five service quality dimensions on hospital reviews. Results shed light on the means of managing online hospital reputation to benefit managers in the healthcare and medical industry.

• Industry Promotion Research
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• v.9 no.3
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• pp.213-227
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• 2024

The MBTI personality type test is the most widely used standardized test as an occupational aptitude test and psychological test to identify a job suitable for an individual's aptitude. However, such a self-report test has many constraints on the subject's judgment, cognitive ability, situation, and time, so there is a limit to the test. Therefore, there is a need for a test tool that can compensate for the limitations of Western psychological tests, and Myeongnology can solve the shortcomings of Western occupational tests. This is because Myeong-Ri can distinguish a natural person's disposition, aptitude, and what kind of job he or she should engage in, and it is also possible to predict what kind of job he or she will change to according to good luck. Through a comparative study of the occupational sex theory between MBTI and Myeong-ri, it can be seen that the MBTI variables and the variables of Myeong-ri are quite consistent with the occupational sex. Therefore, it was proved that Myeong-Ri is a study that can be used for professional sex counseling while supplementing the limitations of MBTI. Therefore, it is expected that this paper will contribute to the study of occupational characteristics.