• Journal of Distribution Science
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• v.18 no.6
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• pp.25-35
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• 2020

Purpose:Travel agencies have use digital tools in order to shift the paradigm in how business is conducted. Online travel agencies provide the same services as a normal travel agency, including hotels, transportation, guided tours, reservations, and related services, but using an "online platform. Travelers planning a trip can use a lot of forms to collect information and have access to a larger amount of information, so the factors that influence the user's behavioral intention are very important. This research has the conducted to find what factors lead to the attitudes of consumers in using OTA using the UTAUT model. Research design, data and methodology: The object of this study were respondents of a google survey using convenient sample extraction method, chosen among consumers who gathered information, or purchased a product. A total of 217 of the 235 questionnaires Google survey answered were used in the final analysis, excluding insincere responses. Using PSS v.21 and AMOS v.21, frequency analysis, feasibility and reliability analysis, path analysis was performed. Results: UTAUT affects OTA use satisfaction and trust, and OTA satisfaction and trust affect behavior intention. Conclusions: Research was conducted using the UTAUT model to explore factors that affect the attitudes of users of online travel agencies (OTA).

• Asia pacific journal of information systems
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• v.31 no.3
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• pp.392-414
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• 2021

Social networking services (SNS) is an indispensable method in order to obtain information of the Internet participants. The study identified three variables of social media communication, sharing culture, and online trust in terms of social capital theory (SCT) and reviewed intention& behavior variables in terms of theory of planned behavior (TPB). The data were collected from 330 samples of SNS user, and were involved, and the research model uses AMOS to make confirmatory factor analysis. The findings confirmed our hypothesis that social media communication, sharing culture, and online trust affect individuals' behaviors to sharing information. This study emphasizes that not only social media communication but also sharing culture to SNS can stimulate information sharing. while previous research has predominately focused on personal cognition or social network, the study examines the integrated influence of communication, culture and trust on information sharing in SNS. In sum, by explicating the unique role of social capital, this paper aims at contributing to the continued development and success of SNS in general.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.213-223
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• 2019

This study aims to prove the relationship between a TPB(theory of planned behavior) variables (subjective norms, attitudes, and self-efficacy), need to belong and personal growth initiatives to explain the reasons for users' shared behavior. 959 participants who had shared online video were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The study found that need to belong affected attitudes to online video sharing and subjective norms, and that personal growth initiative also affected attitudes to online video sharing and self-efficacy. In addition, all three variables of TPB were affect the intend of online video sharing, and attitudes to online video sharing were affecting subjective norms and self-efficacy. This study is meaningful in that it demonstrated the user's intention to share online video through variables of TPB along with their need to belong and personal growth initiatives.

• Journal of Distribution Science
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• v.20 no.8
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• pp.105-114
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• 2022

Purpose: The technology acceptance model (TAM) refers to a theory that maps the possibility or extent to which users can accept an innovative technology. The purpose of the current research is to investigate the mediating effect of TAM between online review and behavior intention for promoting golf app's distribution. Research design, data and methodology: In order to examine the relationship between app usage reviews, TAM, and behavioral intentions of golf app participants, the present author collected total 170 responses from South Korean participants based on web-based survey system. The main methodology which was selected by this study is mediation causality analysis that Baron and Kenny suggested. Results: The statistical findings definitely indicated that TAM mediating role exists between the positive emotion of golf app users regarding online reviews and positive behavior intention of golf app, which means that all three steps of mediation causality analysis were statistically significant. Conclusions: The present research concludes that the correct utilization of innovation in the design and implementation of the technology features translates into performance excellence. The model can be used to increase the online presence through innovation as a primary drive toward providing more convenience and accessibility to the users through mobile golf apps.

• Knowledge Management Research
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• v.19 no.1
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• pp.1-18
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• 2018

As the online space becomes more active, interest in protecting personal information is increasing. From this point of view, it is important to prevent personal information from being leaked in advance. As a precaution, it is suggested that users change their password periodically to protect their personal information effectively. Currently, various online services provide a request message that prompts users to periodically change their password. These messages are expressed as positive-centric or negative-centric. This message can be seen as a powerful way to trigger users' behavior. In this context, this study suggests that message framing type can be applied to the password change request message, and to investigate the difference between the positive-centric message and the negative-centric message. In addition, this study concluded that the effect of message type may be different depending on the degree of psychological ownership of the individual on the online service. As a result, users with high psychological ownership in online service were more effective when positive-centric message was presented than negative-centric message. On the other hand, users with low psychological ownership in online service were more effective when negative-centric message was presented than positive-centric message.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.149-156
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• 2020

This study investigated the key factors affecting online relational intimacy in the context of SNS. Based on the use and gratification theory, self-presentation, relationship formation and information searching were identified as the main needs of SNS usage. These needs were expected to influence online relational intimacy through user satisfaction, subjective well-being, and disclosing information behaviors. The theoretical framework was validated by a longitudinal method. Hypotheses were tested by using the partial least squares to data from 199 Facebook users. Self-presentation and information searching had a significant impact on both user satisfaction and subjective well-being. However, relationship formation did not significantly affect both user satisfaction and subjective well-being. User satisfaction had a significant direct effect only on online relational intimacy. Subjective well-beings played a significant role in enhancing both disclosing information behaviors and online relational intimacy. Finally, it has been found that disclosing information behaviors are a key factor in enhancing online relational intimacy. The results of this study are expected to provide academic and practical implications for the key antecedents of online relational intimacy.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.386-398
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• 2022

This study was conducted to corroborate the factors that influence consumer characteristics and technology acceptance on online luxury platforms, which are rapidly emerging as distribution channels for luxury brands. To this end, the relationship between the degree of technology acceptance and behavioral intention of fashion consumers on online luxury platforms and the effect on specific factors such as age and gender was investigated to see if there was a difference in behavior and use behavior. A survey was conducted on Korean consumers between the age of 20 and 40 who have used online luxury platforms and then, a statistical analysis was conducted. As a result of the study, performance expectancy and facilitating conditions, hedonic motivation, price value, and habit were found to have a significant effect on platform behavioral intention, but effort expectancy and social influence did not have a significant effect. Additionally, both facilitating conditions and habit were found to have a directly significant effect on the platform use behavior, and it was confirmed that the platform behavior intention also had a significant effect on the use behavior. As a result of confirming the moderating effect of gender and age, there was no difference based on gender, but only the relationship between price value and behavioral intention was found to have a moderating effect. It is hoped that domestic online luxury platforms will grow into channels with distinct characteristics and continue to develop in the luxury market by utilizing specific affect factors of this study.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.313-319
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• 2006

쇼핑, 음악, 영화 등 오프라인에서 즐기던 많은 서비스가 이제는 온라인화 되어 일상화되었다. 그 중 뉴스의 경우도 미국의 리서치업체가 조사한 결과에 따르면, 인터넷 사용자의 21%가 온라인 뉴스를 오프라인보다 더 선호할 뿐만 아니라 온라인에 대한 선호도가 비약적으로 늘고 있다고 밝혔다. 종이 페이퍼로 뉴스를 제공할 때는 정보를 제공하는 공간이 제한적이기 때문에 사용자의 행위를 어느 정도 예상할 수 있다. 그러나 상대적으로 온라인 뉴스와 같은 컨텐츠 서비스는 하이퍼텍스트를 기본으로 하기 때문에 사용자의 패턴을 정확히 파악하기가 쉽지 않다. 컨텐츠 서비스 사용 행위를 분석하기 위해 아이트랙킹, 인뎁스인터뷰 등 여러 방법론을 적용할 수 있으며, 아이트랙킹 연구는 Poynter Institute 에서 2004년도에 진행한 사례가 있지만 여전히 컨텐츠 서비스에서의 핵심 이슈인 컨텐츠 영역에 대한 관심도, 영역별 연관성 파악 등에 대한 객관적 데이터가 부족하다. 따라서 본 논문은 컨텐츠 서비스 사용자의 유저 시나리오 도출을 위해 온라인 뉴스를 대상으로 한 분석 케이스를 소개한다. 본 사용자 행동 분석 리서치 수행을 위해 원격툴을 개발하였으며, 이 툴을 실제로 적용해봄으로써 컨텐츠 서비스 분석시 가능성과 고려사항들을 함께 살펴본다.

• Journal of Information Science Theory and Practice
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• v.6 no.3
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• pp.25-36
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• 2018

Anonymity plays an increasingly important role on social media. This is reflected by more and more applications enabling anonymous interactions. However, do social media users behave different when they are anonymous? In our research, we investigated social media services meant for solely anonymous use (Jodel) and for widely spread non-anonymous sharing of pictures and videos (Instagram). This study examines the impact of anonymity on the behavior of users on Jodel compared to their non-anonymous use of Instagram as well as the differences between the user types: producer, consumer, and participant. Our approach is based on the uses and gratifications theory (U>) by E. Katz, specifically on the sought gratifications (motivations) of self-presentation, information, socialization, and entertainment. Since Jodel is mostly used in Germany, we developed an online survey in German. The questions addressed the three different user types and were subdivided according to the four motivation categories of the U>. In total 664 test persons completed the questionnaire. The results show that anonymity indeed influences users' usage behavior depending on user types and different U> categories.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.177-187
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• 2024

177-Existing music recommendation systems do not sufficiently consider the discrepancy between the intended emotions conveyed by song lyrics and the actual emotions felt by users. In this study, we generate topic vectors for lyrics and user comments using the LDA model, and construct a user preference model by combining user behavior trajectories reflecting time decay effects and playback frequency, along with statistical characteristics. Empirical analysis shows that our proposed model recommends music with higher accuracy compared to existing models that rely solely on lyrics. This research presents a novel methodology for improving personalized music recommendation systems by integrating emotion recognition and user behavior analysis.