• Journal of the Korea Convergence Society
• /
• v.10 no.12
• /
• pp.223-233
• /
• 2019

This study aimed to explore YouTube subscribers' uses and gratification through PLS path modeling. Especially, we identified the types of use motives grounded on ritualized (MR) and instrumental (MI) use motives; and then showed two motives have an effect on satisfaction directly and indirectly through mediating of flow. We employed PLS path modeling to analyze structural causalities among the constructs. We found all of the presented hypotheses are supported respectively. Two motives (MR and MI) had an effect on flow and satisfaction. Flow also had an effect on satisfactions. Namely, satisfaction was explained directly and indirectly, through mediated with flow, by MR and MI. Finally, we presented implications of findings and suggestion for future study.

• Journal of the Korea Convergence Society
• /
• v.12 no.11
• /
• pp.347-357
• /
• 2021

Since the outbreak of Covid-19, many countries have tried to defense Covid-19 to protect their people and as an influential and reliable policy as of now, they have recommended vaccinating. Thus, this research explored what influences the intention to vaccinate against Covid-19 with three health locus of control from multi-dimension health locus of control (MHLC) and perceived susceptibility and severity from health belief model (HBM) through PLS path modeling. Consequently, chance locus of control (CHLC) influence indirectly intention to vaccinate against Covid-19 mediating with susceptibility perception. It implies that the more fatalistic people attitude toward Covid-19, the more susceptible they perceived to the disease, and then, the stronger intention to vaccinate they would have. Thus, the health promotion authorities should motivate to activate people's susceptibility perception toward the disease through utilizing a variety of policies and consider that the fatalistic tendency toward the disease of people could play an antecedent role in the process.

• Journal of the Korea Convergence Society
• /
• v.11 no.10
• /
• pp.197-205
• /
• 2020

The present study analyzed the effector that has an influence on continuance intention to use YouTube that is a prime platform to distribute visual contents. Whether the dispersion of information communication technology succeeds or not is determined by a more extent which user uses active and continued than adopts fast. From this point of view, we employed partial least square(PLS) path modeling to analyze structural causality among constructs in the post-adoption model(PAM). As a result, all paths given in PAM except for the path 'confirmation-satisfaction' were validated. Especially, confirmation mediated with satisfaction than perceived usefulness has a more effect on continuance intention. Finally, we described the limitation of the present study and the suggestion for future research.

• Proceedings of the Korean Society for Quality Management Conference
• /
• 2010.04a
• /
• pp.448-453
• /
• 2010

본 연구는 일반 조직의 직무만족도에 관한 기존 연구를 통해 직무만족도에 영향을 미치는 stress와 개인 대처 능력인 strength의 개념을 정의하고 이를 측정하기 위한 모델을 구축하였다. stress 와 strength에 대한 문헌연구 및 기존모델을 통해 직무만족도의 개념적 틀을 정의하고 측정모델을 구체화하였다. 모형의 통계적 타당성을 검증하기 위해 건강보험심사 평가원 임직원 289명을 대상으로 사례 연구를 하였다.

• Journal of Digital Convergence
• /
• v.11 no.6
• /
• pp.11-21
• /
• 2013

Though adolescents have the skillful ability to use internet and use it extensively, they have experienced sexually less than adults and are hard to have the right viewpoint toward sexuality. Because of these adolescents' characteristics, internet pornography cause them serious troubles with their sexual behavior. Based on the viewpoint, this research explores structural relationship among their sexual orientations, exposure to internet pornography, the sexual drive and behavior with PLS path modeling analysis. In result, androcentric and pornography-friendly sexual orientation have an influence on the exposure to internet pornography, in turn, the exposure to internet pornography affect the sexual drive and behavior directly and sexual behavior indirectly mediated by the drive. The significance of this research is to identify fact that sexual orientations, reconceptionalized from previous researches's dependent variables, predict the exposure to internet pro-pornographic and is to identify a popular myth indirectly that the exposure to internet pornography stimulates sexual drive to cause behavior, in turn leads to sex crimes finally.

• Journal of Digital Convergence
• /
• v.14 no.9
• /
• pp.111-121
• /
• 2016

This study provides an approach to perform the double mediation analysis in structural equation models using the R. For this purpose, the study reviews a variety of techniques for mediation analysis, selects the bootstrapping technique as the most suitable way for performing the double mediation analysis and develops an approach for the double mediation analysis in structural equating models with the bootstrapping using the plspm which is the R package for the performing PLS path analysis. This study will be useful for the studies including the double mediation analysis in structural equation modeling, which is not supported by most of SEM packages, also will provide the knowledge base for in-depth analysis through suggesting the new mediation analysis technique using R for the researchers.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.12
• /
• pp.819-829
• /
• 2020

This empirical research is aimed at testing the relationship of the big five personality traits namely openness to experience, extraversion, consciousness, agreeableness, neuroticism, and risk aversion with the investment intention of individual investors belonging to Balochistan, Pakistan. The primary data is collected through a self-administered questionnaire (a structured form that consists of a series of closed-ended and open-ended questions) from a sample of 397 active individual investors belonging to different districts of the province. The data is empirically analyzed by applying the Partial Least Square (PLS) path modeling technique by using the estimation package available in Smart-PLS. The findings of this study suggest that all the variables are statistically significant with investors' investment intention with risk aversion as the strongest predictor. Moreover, openness to experience, extraversion, consciousness, agreeableness, and risk are significantly and positively related to an investor's investment intention, whereas neuroticism is negatively related to an investor's investment intention. The results extended by this study can be used by financial planners and investment bankers to channelize the available financial resources in diversified portfolios. The results will help financial planners to make available diverse investment alternatives for investors in Balochistan, thus catering to their unique needs. Academia must offer courses on contemporary finance paradigm based on behavioral finance to enable future business graduates to make wise financial decisions.

• Journal of Distribution Science
• /
• v.16 no.12
• /
• pp.47-56
• /
• 2018

Purpose - The potential use of cryptocurrencies in a retail environment proposes a rapid shift from the traditional financial system. Nakamoto(2008) defines Bitcoin as an open source alt-coin based on the blockchain technology. Luther(2016) insists that the new technology will be widely adopted for the digital payment processes. However, the use of Bitcoin is in the real world is still sparse. Despite the growing attention and purported benefits, it is doubtful whether the Bitcoin will be eagerly accepted by ordinary consumers in the mainstream market. To answer this question, this paper develops a causal model that has a dual path to explain the motivation to adopt Bitcoin. According to Glaser, Zimmermann, Haferkorn, Weber, and Siering(2014), Bitcoin is both an asset and a currency at the same time. In summary, the attitude towards Bitcoin may vary depending on whether the fin-tech product is viewed as an asset or as a currency. Based on the arguments, we propose that asset attitude and currency attitude will give influence to consumers' intention to adopt Bitcoin. Research design, data, and methodology - Quantitative data collection is conducted from a Bitcoin SIG(special interest group) working in an internet community. As a result, 192 respondents who know Bitcoin completed the survey. To analyze the causal relations in the research model, PLS-SEM(partial least squares structural equation modeling) method is used. Also, reliability and validity of measures are tested by performing Cronbach's alpha test, Fornell-Larcker test and confirmatory factor test. Results - Our test results show that every hypothesis is supported except the influence of perceived ease of use. In addition, we find that the relationships between constructs are different between the high innovative group and low innovative group. Conclusions - We provide evidence that asset attitude and currency attitude are key antecedents of Bitcoin adoption.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.19 no.3
• /
• pp.747-755
• /
• 2015

The purpose of this study was to analyze the factors on behavioral intention in u-health system using Health Promotion Model(HPM) by Pender [11]. This study used PLS-SEM(Partial Least Squares-Structural Equation Modeling) method for verification of the proposed model and conducted the analysis with sample data of 216 respondents. As a result of the analysis, a path from individual experience to personal health and also, path from self-efficacy to behavioral intention had the highest influence in the research model. Also, it was confirmed that the only factor that affect health promotion behavior was 'self-efficacy' variable in u-health system. However, in the future time, additional research is needed in that this study has small sample data and needs more clear definition on u-health system.

• Journal of Digital Convergence
• /
• v.14 no.1
• /
• pp.379-386
• /
• 2016

This study explored Korean college students' smartphone game behavior for the pastime. Smartphone games have weakness that is not appropriate for playing the game because of small screen and non-sophisticated interface for operation. To defeat the disadvantage, the games employed minimalism like conciseness or simplicity. The study explored how conciseness influences perceived ease of use, perceived enjoyment, flow, and intent to use the game through PLS path modeling. We found that every hypothesis except a path, perceived ease of use to flow, proved significant. This result means that smartphone game design should consider the interface of users' convenience and user experience practically. Finally, based on the findings, suggestions for future studies were discussed.