• The Journal of Economics, Marketing and Management
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• v.12 no.5
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• pp.75-89
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• 2024

Purpose: This study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore the impact of ChatGPT users' technology acceptance (performance expectancy, effort expectancy, and social influence) on WOM. Research design, data, and methodology: A survey was conducted targeting ChatGPT users in their 20s or older in Korea and used for analysis. Testing of research hypotheses is performed using SPPS and AMOS. Results: First, ChatGPT users' technology acceptance (performance expectancy, effort expectancy, social influence) was found to have a positive effect on continuous use intention. Second, ChatGPT users' continuous use intention was found to have a positive effect on WOM. Third, ChatGPT users' continuous use intention ChatGPT was found to have a full or partial mediation effect on the relationship between technology acceptance and WOM. Conclusions: These results mean that ChatGPT's outstanding functional utility, convenience of use, and recommendations from people around them have a significant impact on the continuous use intention ChatGPT and WOM. As Generative AI becomes routine, disruptive innovation through Retailtech is expected to promote changes in distribution. This study confirmed the relationship between continuance use/WOM and technology acceptance. Distribution companies need to improve efficiency/convenience using Generative AI and implement various WOM marketing.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.491-502
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• 2020

This study was aimed to verify moderated mediation effect between cognitive-flexibility and subjective economic status in the process that aging anxiety have an effect on psychological well-being. For this, online survey was conducted to 317(M:159, F:158) adults who ranged from 40 to 64 years old. Survey was conducted from 2017.9.3. to 9.28. Correlation analysis, regression analysis, and significant test was done through SPSS 21.0 and SPSS Macro. First, the analysis showed that meaningful correlation was found among aging anxiety, cognitive flexibility, subjective economic status and psychological well-being. Secondly, cognitive flexibility was found to have meaningful partial mediation effect(β = .530, p < .001) in the relationship between aging anxiety and psychological well-being. Thirdly, subjective economic status was found to have a meaningful moderation effect(β = .080, 𝜟R²=.006, p <.05) in the relationship between cognitive flexibility and psychological well-being. Fourthly, verification result by SPSS Macro showed that, mediation effect of cognitive flexibility and subjective economic status was existent in the relationship of aging anxiety and psychological well-being. Lastly, implications and limitations of this study and suggestions for future studies were discussed.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.779-787
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• 2023

In the relationship between the shareholding ratio of National Pension Service (NPS) and the investee firm's value, this study examined the mediating effect of R&D expenditure which its increase can indirectly induce the increase of firm value, and examined the moderated mediation effect of the Stewardship Code implementation which pressures investee firms' to increase R&D expenditure and firm value. Using the Korean listed companies' data from 2016 to 2021, the analysis showed that the R&D expenditure had a partial mediation effect on the relationship between NPS's shareholding ratio and firm value. Also, the analysis showed that the NPS's Stewardship Code implementation had positive moderating effects on following relationships, one between NPS's shareholding ratio and R&D expenditure, and the other between NPS's shareholding ratio and firm value. In all, on the relationship between NPS's shareholding ratio and firm value, the R&D expenditure's mediation effect differs before and after the implementation of the stewardship code, which shows the moderated mediation effect.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.463-472
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• 2021

The purpose of this study is to find a way for social welfare organizations to actively cope with environmental changes such as the corona incident according to the work coordination theory that work performance improves when actively coping with environmental changes. In other words, the mediating effect of member agility in the relationship that participatory decision-making affects job performance was identified. The subjects of the survey were workers in welfare centers in the metropolitan area and Chungcheong area, and 310 questionnaires were analyzed, and confirmatory factor analysis, research model analysis, and mediation effect verification were conducted to verify the hypothesis. As a result of the study, participatory decision-making had a significant positive effect on member agility and job performance. In addition, it was confirmed that the partial mediation model including the path that participatory decision-making directly affects job performance and the indirect effect that is linked to job performance after first affecting the agility of members is appropriate. The study has academic significance in that it verifies the effect of participatory decision-making and agility necessary for social welfare organizations, and suggests ways to improve participatory decision-making and agility in hiring, evaluation, and education of employees in social welfare organizations. In this respect, significance can also be found in practical terms.

• Journal of Family Resource Management and Policy Review
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• v.23 no.4
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• pp.57-73
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• 2019

This study explored how communication between married men and women is related to marital satisfaction, and verified the relationship through the medium effect of marital intimacy. A total number of 365 married men and women in their 30s-50s were surveyed. Statistical analysis was performed using SPSS 18.0 for technical statistics, frequency analysis, and regression analysis, and parametric analysis was performed using the method by Baron and Kenny(1986). The results of the study are as follows. First, as a result of the verification of differences in key variables according to the demographic characteristics, there were significant differences in the age group, education period and household income. Second, the analysis of the relationship through regression analysis shows that the demographic factors such as age, age of the youngest child, and more importantly couple communication, and marital intimacy are influential in marital satisfaction. Third, verification of the mediation analysis revealed that marital intimacy had partial mediation with communication and marital satisfaction. Through these research results, we verified that marital communication and marital intimacy are vital in order to improve marriage satisfaction for married men and women.

• The Journal of Industrial Distribution & Business
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• v.11 no.1
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• pp.49-57
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• 2020

Purpose : The purpose of this study is to examine the effect of the attributes of mobile shopping apps on the purchase intention of fashion products in the steadily growing mobile commerce market and analyze the mediation effect of shopping flow. Research design, data and methodology : In this study, a survey was conducted on users in their 20s to 50s who had experience of fashion products via mobile shopping apps. The questionnaire was analyzed on the final 507. The research issues were verified using Frequency analysis, Exploratory factor analysis, Reliability analysis, Confirmatory factor analysis, and Structural equation model. Results : Among the attributes of mobile shopping apps, reliability, enjoyment and ease of use were found to have a significant impact on shopping flow and fashion product purchase intention, while shopping flow had a significant impact on fashion product purchase intention. Product diversity and usefulness of shopping apps didn't show a significant effect. After examining the mediation effect, reliability, enjoyment, and ease of use were shown to have indirect effects by showing partial mediation effects. Conclusions : Studies show that consumers are not putting much emphasis on how diverse a product line is available and how useful a mobile shopping app is when they shop for fashion products on mobile devices. Factors that affect consumers' purchase intention are reliability, enjoyment and ease of use of shopping apps. These results shows that it is important to provide reliable information about fashion products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the mobile shopping app enjoyable. In addition, there is a need to make it easy to find a fashion product that consumers like and make it easy to purchase when consumers find out fashion products that they like, and to configure how to use the app easily. Consequently, consumers become immersed in shopping which is also able to improve consumers' purchase intention on fashion products when a reliable, enjoyable and easy to use mobile shopping app is provided.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.86-97
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• 2017

The purpose of this study was to find the mediation effect of job satisfaction between job autonomy and career maturity in high school students. It sampled 849 students who have experienced part-time work. Data were analyzed by regression analysis with SPSS 18.0 version. Results showed significant relationships between socio-economic variables(gender, educational aspiration) and main variables. Females showed higher level of job autonomy, job satisfaction, and career maturity than males' ones. Second, job autonomy was a significant predictor of career maturity by gender and educational aspiration. In addition, job satisfaction proved to have a partial mediating effect on job autonomy and career maturity. Based on the results, this study suggest that adolescents actively participate when they work on the field, and employers have to recognize a role of collaborator about vocational education to increase the career maturity of adolescents. Also, communities and schools have to give adolescents right information on job and make an official system to find a good job.

• The Research Journal of the Costume Culture
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• v.24 no.6
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• pp.854-872
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• 2016

The purpose of this paper is to examine the effect that Chinese tourists' perceptions of beauty products and their friendliness toward Korean culture have on beauty tourism, particularly on Chinese tourists' intent to purchase, re-purchase, and recommend beauty products. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan, and Daegu using SPSS 21.0. Cronbach's ${\alpha}$ was undertaken to test the reliability of the questions and an analysis of the frequency, factors, t-test, and Sobel test used in the study. Korean beauty was derived from two factors: "product favorability" and "product excellence and credibility." Product favorability had a significant effect on the intent to purchase, as did participants' friendliness toward Korean culture. Re-purchases and the intent to recommend beauty products were also significantly affected. In the relationship between the perception of beauty products and the intent to purchase, the study revealed partial mediation effects of the participants' friendliness toward Korean culture on product favorability and complete mediation effects on product excellence and credibility. Friendliness toward Korean culture had partially mediated the effect that product favorability had on the intent to re-purchase and recommend. Tourists' friendliness toward Korean culture had complete mediation on the effect that product excellence and credibility had on the intent to re-purchase and recommend. According to the Gender Equality and Family Act, the difference between buying and selling beauty depends on the difference between purchase and intentions. Friendliness toward Korean culture has become an important variable thanks to product superiority and reliability.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.440-452
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• 2019

The objective of this study is to analyze the mediation effect of communication and interpersonal relations in the impact of job stress of female workers with disabilities on organizational commitment. The subjects are 508 female workers with disabilities who participated in the 1st wave of the Panel Survey of Employment for the Disabled in Years7-8 (2014-2015). A multiple regression analysis was conducted, and the mediation effect was verified according to the research procedures of Baron and Kenny(1986) using bootstrapping. The results showed that organizational justice and work environment stress faced by female workers with disabilities had a negative impact on organizational commitment, and communication and interpersonal relations had a partial mediation effect. Based on these results, this study suggested ways to reduce job stress and increase organizational commitment of female workers with disabilities.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.65-76
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• 2020

This study analyzed the impact of women's self-preservation on their intention to start a business by using self-efficacy as a mediation, reflecting the importance of women's self-preservation to adapt to the new environment of start-up. In particular, in addition to the overall self-preservation, the sub-factors of behavioral delay, compensatory natural strategy, and constructive thinking strategy were also validated. As a research method, 198 people who responded to the online survey were analyzed using Model 4 of the PROCESS macro proposed by Hayes(2018), and indirect effects were analyzed by designating 5,000 bootstrapping samples. The findings were as follows. First, self-efficacy has been shown to have a mediating effect in which women's self-preservation influences their intention to start a business. At this time, the medium effect was shown as a partial medium. Second, the sense of self-efficacy was found to have a mediating effect on women's behavior-oriented strategies affecting their intention to start a business. At this time, the medium effect was shown as a partial medium. Third, self-efficacy was found to have a mediating effect in which women's natural compensatory strategies affect their intention to start a business. At this time, the medium effect was shown as a partial medium. Fourth, self-efficacy was found to have a mediating effect in which women's constructive thinking strategies affect their intention to start a business. At this time, the medium effect was shown as a complete medium. This shows that the higher a woman's self-preservation, the higher her self-efficacy and willingness to start a business. Based on the results of these studies, he made a developed proposal for women's start-ups.