• Information Systems Review
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• v.22 no.4
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• pp.75-92
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• 2020

As population and generation structures change, more and more customers tend to avoid facing relation due to the development of information technology and spread of smart phones. This phenomenon consists with efficiency and immediacy, which are the consumption patterns of modern customers who are used to information technology, so offline network-oriented distribution companies actively try to switch their sales and services to untact patterns. Recently, untact services are boosted in various fields, but beauty products are not easy to be recommended through untact services due to many options depending on skin types and conditions. There have been many studies on recommendations and development of recommendation systems in the online beauty field, but most of them are the ones that develop recommendation algorithm using survey or social data. In other words, there were not enough studies that classify segments based on user information such as skin types and product preference. Therefore, this study classifies customer segments using machine learning technique K-prototypesalgorithm based on customer information and search log data of mobile application, which is one of untact services in the beauty field, based on which, untact marketing strategy is suggested. This study expands the scope of the previous literature by classifying customer segments using the machine learning technique. This study is practically meaningful in that it classifies customer segments by reflecting new consumption trend of untact service, and based on this, it suggests a specific plan that can be used in untact services of the beauty field.

• Information Systems Review
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• v.22 no.3
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• pp.143-156
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• 2020

Price promotion is one of the most frequently marketing strategies with a long history. According to various studies, the effect of price promotion is controversial. Some studies have argued that price promotion has a positive effect, while others have found that it has no effect or rather has a negative effect. This study aims to examine the effect of price promotion in a subscription-based service. First, we check the effect of price promotion on the repurchase of the consumer. And we investigate how this effect varies depending on the characteristics of the consumer. Using the data from one of the music streaming service in South Korea, the effect of consumers' price promotion experience, demographic characteristics, and behavioral characteristics on their repurchase is analyzed through logistic regression analysis. As a result of the study, it is found that consumers' experience of price promotion has a positive effect on repurchase. In addition, the positive effect of price promotion is relatively greater in younger and female consumers. This study has implications in that it not only confirmed the positive effect of price promotion in a subscription-based environment but also empirically confirmed that the characteristics of consumers should be considered when performing price promotion.

• Information Systems Review
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• v.25 no.3
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• pp.179-197
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• 2023

As a sufficient workforce supports the industry's growth, workforce training has also been carried out as part of the industry promotion policy. However, the market still has a shortage of skilled mid-level workers. The information security disclosure requires organizations to secure personnel responsible for information security work. Still, the division between information technology work and job areas is unclear, and the pay is not high for responsibility. This paper compares job keywords in advertisements for the information security workforce for 2014, 2019, and 2022. There is no difference in the keywords describing the job duties of information security personnel in the three years, such as implementation, operation, technical support, network, and security solution. To identify the actual needs of companies, we also analyzed and compared the contents of job advertisements posted on online recruitment sites with information security sector knowledge and skills defined by the National Competence Standards used for comprehensive vocational training. It was found that technical skills such as technology development, network, and operating system are preferred in the actual workplace. In contrast, managerial skills such as the legal system and certification systems are prioritized in vocational training.

• Information Systems Review
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• v.20 no.3
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• pp.33-49
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• 2018

Since there are growing concerns regarding personal information, users have perceived the importance of it. It makes users try to manage and control personal information by their own intentions. Therefore, we assume users now have begun to perceive psychological ownership on personal information. A main objective of this study is to identitythe relationship between accountability, self-identity, self-efficacy and sense of belongingness and psychological ownership on personal information. We conduct an online-basedsurvey and establish a structural equation model for testing hypothesis. The results show that users' accountability, self-identity and sense of belongingness positively influence to psychological ownership on personal information. Additionally, users' perceived psychological ownership on personal information increase their concern for information privacy. This study suggests a new concept as 'perceived psychological ownership on personal information' to explain for intentions of their psychological possessions toward personal information. The findings of this study can provide a way for how firms have to require clients' personal information with increasing their satisfactions.

• Information Systems Review
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• v.21 no.4
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• pp.197-220
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• 2019

This study aims to identify consumer motivations of open innovation project participation from digital transformation perspective. By extending a traditional intrinsic/extrinsic motivation framework, we propose a three-dimensional perspective of the self-driven, firm-driven, and sociality-driven motivations. This reveals the significance of the social effects of open innovation projects as an example of digital transformation by categorizing the motivations based on the 'influencer' of the motivation building and by highlighting the importance of sociality as an influencer. As a result, self-efficacy is identified as a key motivation when the influencer exists internally. Economic incentive and firm reputation are identified when the influencer exists externally. Finally, competition, peer evaluation and social contributions are identified when the influencer exists socially. The role of knowledge type sought through innovation projects is further introduced to explain its moderating effects on motivations. The study is validated in two steps. First, we investigate four cases of open innovation projects and examine what motivations are highlighted in each context. Second, we collect survey data from 203 online game users and ask them on their motivations. The results confirm most of our hypotheses and highlight the significance of sociality in the knowledge-seeking process in open innovation projects. This study largely contributes to digital transformation literature by extending the view of motivation and examining the moderating role of knowledge involved in the projects.

• Information Systems Review
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• v.20 no.1
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• pp.1-16
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• 2018

The development and generalization of the Internet increased the popularity of food delivery service applications in Korea. The food delivery market based on online-to-offline service is growing rapidly. This study compares the usability of Korean food delivery service application between that of Chinese food delivery service application. This study suggests improvement points for Korean food delivery service applications. To conduct this study, we explore the status of various food delivery service applications and conduct interviews and surveys based on the honeycomb model developed by Peter Morville. This study obtained the following results. First, all restaurants participating in the Korean food delivery service must be able to accept order through the application. Second, the shopping cart function must be able to accept order of all restaurants simultaneously. Third, when users look for menu recommendation, their purchase history and shopping cart functions should appear at the first page of the website. Users should be able to perceive the improved usability of the website using those functions. Fourth, when the search window is fixed on the top of each page, users should be able to find the information they need. Fifth, the application must allow users to find the exact location of the delivery person and the estimated delivery time. Finally, the restaurants'address should be disclosed and fast delivery time should be confirmed to enhance users'trust on the application. This study contributes to academia and industry by suggesting useful insight into food delivery service applications and improving the point of food delivery service application in Korea.

• Information Systems Review
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• v.26 no.1
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• pp.385-407
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• 2024

This study explains consumers' showrooming which refers to the activities of visiting offline stores to check products in person and obtaining information offline and online via mobile devices before making the final decision to buy. More specifically, this study verifies key determinants of showrooming based on two dimensions of the mobile technology and user characteristics. Furthermore, the study examines the relationship of showrooming and purchase intentions and the moderating effect of perceived risks on the relationship. The key findings are as follows: firstly, service connectivity and time convenience of the mobile technology characteristics are positively related to showroming. Secondly, as the user characteristics, need for touch and personal innovativeness increase showrooming while impulsiveness does not. Thirdly, showrooming contributes to the increase of purchase intentions. Finally, moderating effect of perceived risks has turned out to be insignificant. This study has implications by providing the understanding of key determinants of showrooming and further proving the positive relationship of showrooming and purchase intentions.

• Information Systems Review
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• v.26 no.1
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• pp.73-91
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• 2024

Recently, e-learning platforms are rapidly growing by innovating the education industry by applying various IT technologies. Because student participation in the online environment is considered a prerequisite for learning, low participation rates are considered one of the most important issues determining the performance of e-learning platforms. Gamification has grown rapidly over the past decades and is highly valued for its applicability in education because it is expected to enhance learning motivation. However, despite the interest of researchers, previous studies have reported conflicting results on the effect of gamification on participation rates in the context of e-learning platforms, and have mainly studied structural gamification, but have not sufficiently addressed the effects of content gamification. In this context, this study aims to analyze the effect of content gamification on e-learning platform engagement and to explore the boundary conditions moderating this effect. For empirical analysis, 5,017 data registered from February 11, 2022 to May 31, 2022 were analyzed for the education platform entry (https://playentry.org). The propensity score matching method and Poisson multilevel regression model were applied as analysis methods. As a result of the analysis, content gamification had a statistically significant effect on engagement, and the interaction effects of interaction and content difficulty were statistically significant.

• Information Systems Review
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• v.18 no.1
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• pp.57-78
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• 2016

Hacking has raised many critical issues in the modern world, particularly because the size and cost of the damages caused by this disruptive activity have steadily increased. Accordingly, many significant studies have been conducted by behavioral scientists to understand hackers and their practices. Nonetheless, only qualitative methods, such as interviews, meta-studies, and media studies, have been employed in such studies because of hacker sampling limitations. Existing studies have determined that intrinsic motivation was the dominant factor influencing hackers, and that their techniques were mainly acquired from online hacking communities. However, such results have yet to be causally proven. This study attempted to identify the causal factors influencing the motivational and environmental factors encouraging hackers to learn hacking skills. To this end, hacker community members using the theory of planned behavior were observed to identify the causal factors of their learning of hacking skills. We selected a group of students who were developing their hacking skills. The survey was conducted over a two-week period in May 2015 with a total of 227 students as respondents. After list-wise deletion, 215 of the responses were deemed usable (94.7 percent). In summary, the hackers were aware that hacking skills are considered socially unethical, and their attitudes toward the learning of hacking skills were affected by both intrinsic and extrinsic motivations. In addition, the characteristics of the online hacking community affected their perceived behavioral control. This study introduced new concepts in the process of conducting a causal relationship analysis on a hacker sample. Moreover, this research expanded the discussion on the causal direction of subjective norms in unethical research, and empirically confirmed that both intrinsic and extrinsic motivations affect the learning of hacking skills. This study also made a practical contribution by raising the educational and policy response issues for ethical hackers and demonstrating the necessity to intensify the punishment for hacking.

• Information Systems Review
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• v.17 no.2
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• pp.193-218
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• 2015

The purpose of this study is to investigate the effects of closed-type SNS use (i.e., Naver Band) on the perception and behavior of the Korean Army soldiers. In contrast to open-type SNS (e.g., Facebook or Twitter), Naver Band is an online communication service system mostly based on confined offline social network. Therefore, it increases communication between acquaintances who have previously formed relationships. Although the Korean Army recently began to use Naver Band as a method of communication between soldiers, their parents/acquaintance, and Army commanders (or leaders), little research has been done about how this use directly affects army soldiers. Hence, applying the motivation opportunity ability theory of behavior, this study examines how enjoyment (Motivational factor), social ties (Opportunity factor), and social intelligence (Ability factor) affect soldiers' belongingness to their organization and organizational citizenship behavior (OCB). We also hypothesize that army soldiers' belongingness and OCB may enhance their individual performance. Survey results show that enjoyment, social ties, and social intelligence increase army soldiers' belongingness, which leads to OCB. Also, enhanced OCB increases individual performance. However, the effect of enjoyment and social ties on soldiers' OCB is non-significant and soldiers' belongingness does not have influence on individual performance. Theoretical and practical implications are presented.