• 한국프랜차이즈경영연구
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• 제13권2호
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• pp.53-66
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• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• 벤처창업연구
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• 제19권1호
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• pp.107-118
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• 2024

본 연구는 디지털 기업가정신과 디지털 혁신에 영향을 미치는 요인과 기술흡수역량의 조절효과를 검증하는 것이 목적이다. 연구목적을 달성하기 위해 디지털 기업가정신에 영향을 미치는 요인을 기술 특성(디지털 기술역량), 조직 특성(디지털 학습역량, 재무 준비성), 제도적 압력(강제적 압력, 모방적 압력, 규범적 압력)으로 설정하였다. 그리고 디지털 기업가정신과 디지털 혁신에 영향 관계에서 기술흡수역량의 조절효과를 검증하고자 한다. 디지털 기업가정신, 디지털 혁신, 제도적 압력, 기술흡수역량에 대한 이론적 배경을 바탕으로 연구모형과 연구가설을 설정하였다. 국내 104개 기업을 대상으로 Smart PLS 4.0을 이용하여 실증분석을 하였다. 분석 결과는 다음과 같다. 첫째, 디지털 기술역량, 디지털 학습역량, 재무 준비성, 제도적 압력은 디지털 기업가정신에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 디지털 기업가정신은 디지털 혁신에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 디지털 기업가정신이 디지털 혁신에 영향을 미치는데 있어서 기술흡수역량이 조절효과가 있는 것으로 나타났다. 본 연구의 결과는 4차 산업혁명과 디지털 전환 시대에 디지털 기업가 정신의 필요성을 강조하였고, 디지털 기업가정신을 통해 디지털 혁신을 달성하고자 하는 기업들에게 전략적 시사점을 제공할 것이다.

• 한국작물학회지
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• 제51권spc1호
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• pp.283-291
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• 2006

To investigate seed non destructive and fast determination technique utilizing near infrared reflectance spectroscopy (NIRs) for screening ultra high oleic (C18:1) and linoleic (C18:2) fatty acid content sesame varieties among genetic resources and lines of pedigree generations of cross and mutation breeding were carried out in National Institute of Crop Science (NICS). 150 among 378 landraces and introduced cultivars were released to analyse fatty acids by NIRs and gas chromatography (GC). Average content of each fatty acid was 9.64% in palmitic acid (C16:0), 4.73% in stearic acid (C18:0), 42.26% in oleic acid and 43.38% in linoleic acid by GC. The content range of each fatty acid was from 7.29 to 12.27% in palmitic, 6.49% from 2.39 to 8.88% in stearic, 12.59% of wider range compared to that of stearic and palmitic from 37.36 to 49.95% in oleic and of the widest from 30.60 to 47.40% in linoleic acid. Spectrums analyzed by NIRs were distributed from 400 to 2,500 nm wavelengths and varietal distribution of fatty acids were appeared as regular distribution. Varietal differences of oleic acid content good for food processing and human health by NIRs was 14.08% of which 1.49% wider range than that of GC from 38.31 to 52.39%. Varietal differences of linoleic acid content by NIRs was 16.41% of which 0.39% narrower range than that of GC from 30.60 to 47.01%. Varietal differences of oleic and linoleic acid content in NIRs analysis were appeared relatively similar inclination compared with those of GC. Partial least square regression (PLSR) among multiple variant regression (MVR) in NIRs calibration statistics was carried out in spectrum characteristics on the wavelength from 700 to 2,500 nm with oleic and linoleic acids. Correlation coefficient of root square (RSQ) in oleic acid content was 0.724 of which 72.4 percent of sample varieties among all distributed in the range of 0.570 percent of standard error when calibrated (SEC) which were considerably acceptable in statistic confidence significantly for analysis between NIRs and GC. Standard error of cross validation (SECV) of oleic acid was 0.725 of which distributed in the range of 0.725 percent standard error among the samples of mother population between analyzed value by NIRs analysis and analyzed value by GC. RSQ of linoleic acid content was 0.735 of which 73.5 percent of sample varieties among all distributed in the range of 0.643 percent of SEC. SECV of linoleic acid was 0.711 of which distributed in the range of 0.711 percent standard error among the samples of mother population between NIRs analysis and GC analysis. Consequently, adoption NIR analysis for fatty acids of oleic and linoleic instead that of GC was recognized statistically significant between NIRs and GC analysis through not only majority of samples distributed in the range of negligible SEC but also SECV. For enlarging and increasing statistic significance of NIRs analysis, wider range of fatty acids contented sesame germplasm should be kept on releasing additionally for increasing correlation coefficient of RSQ and reducing SEC and SECV in the future.

• Asia pacific journal of information systems
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• 제21권4호
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• pp.63-104
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• 2011

The study examines the relationships among employee's goal orientation, IT personnel competency, personal effectiveness. The goal orientation includes learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Personal effectiveness consists of personal work satisfaction and personal work performance. In general, IT personnel competency refers to IT expert's skills, expertise, and knowledge required to perform IT activities in organizations. However, due to the advent of the internet and the generalization of IT, IT personnel competency turns out to be an important competency of technological experts as well as employees in organizations. While the competency of IT itself is important, the appropriate harmony between IT personnel's business capability and technological capability enhances the value of human resources and thus provides organizations with sustainable competitive advantages. The rapid pace of organization change places increased pressure on employees to continually update their skills and adapt their behavior to new organizational realities. This challenge raises a number of important questions concerning organizational behavior? Why do some employees display remarkable flexibility in their behavioral responses to changes in the organization, whereas others firmly resist change or experience great stress when faced with the need to alter behavior? Why do some employees continually strive to improve themselves over their life span, whereas others are content to forge through life using the same basic knowledge and skills? Why do some employees throw themselves enthusiastically into challenging tasks, whereas others avoid challenging tasks? The goal orientation proposed by organizational psychology provides at least a partial answer to these questions. Goal orientations refer to stable personally characteristics fostered by "self-theories" about the nature and development of attributes (such as intelligence, personality, abilities, and skills) people have. Self-theories are one's beliefs and goal orientations are achievement motivation revealed in seeking goals in accordance with one's beliefs. The goal orientations include learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Specifically, a learning goal orientation refers to a preference to develop the self by acquiring new skills, mastering new situations, and improving one's competence. A performance approach goal orientation refers to a preference to demonstrate and validate the adequacy of one's competence by seeking favorable judgments and avoiding negative judgments. A performance avoid goal orientation refers to a preference to avoid the disproving of one's competence and to avoid negative judgements about it, while focusing on performance. And the study also examines the moderating role of work career of employees to investigate the difference in the relationship between IT personnel competency and personal effectiveness. The study analyzes the collected data using PASW 18.0 and and PLS(Partial Least Square). The study also uses PLS bootstrapping algorithm (sample size: 500) to test research hypotheses. The result shows that the influences of both a learning goal orientation (${\beta}$ = 0.301, t = 3.822, P < 0.000) and a performance approach goal orientation (${\beta}$ = 0.224, t = 2.710, P < 0.01) on IT personnel competency are positively significant, while the influence of a performance avoid goal orientation(${\beta}$ = -0.142, t = 2.398, p < 0.05) on IT personnel competency is negatively significant. The result indicates that employees differ in their psychological and behavioral responses according to the goal orientation of employees. The result also shows that the impact of a IT personnel competency on both personal work satisfaction(${\beta}$ = 0.395, t = 4.897, P < 0.000) and personal work performance(${\beta}$ = 0.575, t = 12.800, P < 0.000) is positively significant. And the impact of personal work satisfaction(${\beta}$ = 0.148, t = 2.432, p < 0.05) on personal work performance is positively significant. Finally, the impacts of control variables (gender, age, type of industry, position, work career) on the relationships between IT personnel competency and personal effectiveness(personal work satisfaction work performance) are partly significant. In addition, the study uses PLS algorithm to find out a GoF(global criterion of goodness of fit) of the exploratory research model which includes a mediating variable, IT personnel competency. The result of analysis shows that the value of GoF is 0.45 above GoFlarge(0.36). Therefore, the research model turns out be good. In addition, the study performs a Sobel Test to find out the statistical significance of the mediating variable, IT personnel competency, which is already turned out to have the mediating effect in the research model using PLS. The result of a Sobel Test shows that the values of Z are all significant statistically (above 1.96 and below -1.96) and indicates that IT personnel competency plays a mediating role in the research model. At the present day, most employees are universally afraid of organizational changes and resistant to them in organizations in which the acceptance and learning of a new information technology or information system is particularly required. The problem is due' to increasing a feeling of uneasiness and uncertainty in improving past practices in accordance with new organizational changes. It is not always possible for employees with positive attitudes to perform their works suitable to organizational goals. Therefore, organizations need to identify what kinds of goal-oriented minds employees have, motivate them to do self-directed learning, and provide them with organizational environment to enhance positive aspects in their works. Thus, the study provides researchers and practitioners with a matter of primary interest in goal orientation and IT personnel competency, of which they have been unaware until very recently. Some academic and practical implications and limitations arisen in the course of the research, and suggestions for future research directions are also discussed.

• 한국축산시설환경학회지
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• 제13권2호
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• pp.113-120
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• 2007

본 시험은 근적외선분광법을 이용한 돈분뇨 액비의 질소, 인산, 칼리, 수분 및 유기물의 분석 가능성을 구명하고, 이를 활용한 분석기의 개발을 목적으로 수행하였으며, 그 결과는 다음과 같다. 1. 돈분뇨 액비시료는 $400{\sim}2,500nm$ 대역의 근적외선을 시료에 투과하여 측정하였으며, 동일시료에 대한 습식분석 결과, N, $P_2O_5,\;K_2O$, 수분 및 유기물 함량은 각각 1,555mg/l, 302mg/l, 240mg/l, 98.8%, 0.53%로 조사되었다. 2. 근적외선 분광광도법을 이용한 분석에서 N, $P_2O_5,\;K_2O$, 수분 및 유기물에 대한 RSQ ($r^2$, R, Coefficient of determination)는 각각 0.9190, 0.9749, 0.5046, 0.9883 및 0.9777이었고 SEC(Standard Error of Calibration)는 2.1649, 0.5019, 1.9252, 0.1180 및 0.0789였다. 3. 액비에 대한 이화학적 습식분석과 NIR 흡수스펙트럼 측정결과를 비교 분석하여 돈 분뇨 액비에 포함된 질소, 인산, 칼리, 수분 및 유기물 함량을 실시간으로 분석하고 액비 성분량을 자동 계산할 수 있는 알고리즘을 도입한 액비분석 프로그램을 작성하였다. 4. 액비 성분분석 시작기는 근적외선(NIR : Near InfraRed)을 받아들여 실시간으로 액비성분의 흡수율을 측정하는 광검출장치(NIR Spectrometer), 근적외선 Light Source로부터 나오는 빛을 반사시키는 반사경, 액비성분 분석용 시료를 넣어 측정하는 Cell Mount, $400{\sim}2,500nm$ 대역의 가시광선-근적외선을 방출하는 Tungsten halogen lamp, NIR Spectrometer와 Tungsten halogen lamp로 전압을 입력시켜 주는 Power Supply Module 및 전체를 Black Anodizing한 외형으로 구성되었다. 5. 실험결과, 칼리를 제외한 액비내 모든 성분이 광을 흡수하는 강도는 성분의 농도에 비례하였으며 원시 스펙트럼의 중첩 제거 및 빛의 산란보정을 통해 액비의 질소, 인산성분, 수분 및 유기물 함량을 측정하는데 효과적으로 이용할 수 있을 것으로 사료되며, 분광분석법을 이용한 액비성분 분석기 개발이 완료되면 현장에서 신속하고 정확한 분석이 가능할 것으로 판단된다.

• 한국식품저장유통학회지
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• 제19권1호
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• pp.95-103
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• 2012

본 연구는 원유의 실시간 휴대용품질측정 시스템 개발을 위한 기초 연구로서 원유 시료의 온도에 따른 가시광선-근적외선 스펙트럼을 측정하였으며, 다양한 수학적 전처리방법을 적용하여 유성분 예측모델을 개발하였다. 스펙트럼 측정은 원유 시료 180개에 대해 스펙트럼의 수학적 전처리 방법으로 평활화, 정규화, MSC, 1차 및 2차 미분을 사용하였고 예측모델은 부분최소자승법을 이용하였다. 유성분을 분석한 결과 함량 범위와 평균은 지방이 각각 2.44~6.42%, 4.05%, 단백질은 각각 2.44~4.28%, 3.35%, 무지고형분은 각각 7.85~9.57%, 8.76%로 나타났다. 또한 유당의 함량 범위와 평균은 각각 3.93~5.24%, 4.74%였으며 요소태질소의 경우에는 각각 4.6~15.1 mg/dl, 10.27 mg/dl로 대부분 권장 기준을 만족하였다. 원유 시료의 온도에 따른 스펙트럼은 1,400~2,500 nm에서 큰 차이를 보였으며 온도가 상승함에 따라 흡광도가 높아지는 것을 알 수 있었다. 원유 시료의 온도에 따른 유성분 예측모델을 400~2,500 nm의 영역에서 개발하였으며 예측성능은 지방과 무지고형분의 경우 온도변화와 무관하였다. 단백질과 유당, 요소태질소의 예측성능은 온도가 낮을수록 급격히 감소하여 스펙트럼 측정 시 원유 시료의 온도를 $40^{\circ}C$로 유지하는 것이 필요함을 알 수 있다. $40^{\circ}C$의 원유 스펙트럼에 대해 수학적 전처리를 수행한 결과 평활화를 수행하여 측정 장치 자체의 노이즈를 감소시킬 수 있었고 정규화를 수행하여 기준선을 일치시킬 수 있었다. 또한 MSC를 수행하여 빛의 산란에 의한 영향을 제거하여 스펙트럼간의 차이를 감소시킬 수 있었고 1차 및 2차 미분을 수행한 결과 기준선 일치와 기존 스펙트럼에서 나타나지 않았던 파장영역에 대한 분석이 가능함을 알수 있다. 다중회귀분석의 stepwise 방법을 이용하여 최적 파장영역을 선정하고 유성분 예측모델을 개발한 결과 요소태질소를 제외하고 대부분 근적외선 영역에서 우수한 상관관계를 보여주었다. 지방과 단백질은 원시 스펙트럼의 검증부 결정계수가 각각 0.93, 0.92에서 정규화를 수행한 결과 각각 0.98, 0.92로 원시 스펙트럼의 결과가 우수하여 큰 개선이 없었으나 RPD는 각각 4.10, 3.41에서 5.47, 3.73으로 높아져 정밀도가 향상됨을 알 수 있다. 무지고형분과 유당의 예측모델은 원시 스펙트럼의 경우 각각 0.82, 0.75로 예측모델로 사용하기에는 어려웠으나 각각 평활화와 MSC를 수행하였을 때 검증부 결정계수가 0.90, 0.80으로 크게 개선되어 유성분 예측모델의 신뢰성 향상에 기여할 수 있을 것으로 판단된다. 요소태질소의 경우 가시광선 영역에서 가장 우수한 상관관계를 보여주었으나 검증부 결정계수, 오차, RPD가 각각 0.61, 1.56%, 1.58로 다른 성분에 비해 매우 낮게 나타났다. 이를 개선하기 위해 수학적 전처리를 수행하였으나 크게 개선되지 않았으므로 요소태질소의 신뢰성 있는 모델을 개발하기 위해서는 부분최소자승법 외에 다양한 알고리즘의 적용이 필요할 것으로 판단된다.

• Asia pacific journal of information systems
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• 제22권4호
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• pp.7-29
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• 2012

Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

• Asia pacific journal of information systems
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• 제23권3호
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• pp.1-23
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• 2013

Open Source Software Development (OSSD) differentiates itself from traditional closed software development in that it reveals its source codes online and allows anyone to participate in projects. Even though its success was in doubt, many of the open collaborative working models produced successful results. Academia started to get interested in how developers are willing to participate even when there are no extrinsic rewards for their efforts. Many studies tried to explain developers' motivations, and the pursuit of ideology, reputation, and altruism are found to be the answers. Those studies, however, focused mostly on how the first contribution is made out of a certain motivation. Nowadays, OSSD reaches at its maturity and 70% of professional developers have used or utilized open source software or code in their works. As the proportion of people experiencing OSS, the accounts from previous studies are expected to be weakened. Also, extant literature fails to explain how the motivation of participating in OSS evolves over time and experiences. Given that changing over time or over experiences is the natural in the perception of motivation, studies in an attempt to understand how the motivation changes or evolves are in need. In this study, we aimed to explain how the perception about OSS from past usage or related experiences leads to the intention to sustain OSS participations. By doing so, we try to bridge the gap between previous studies and the actual phenomenon. We argued that perceived instrumentality about OSS learned from past experiences will first affect the formation of organizational identity towards general OSS community. And once the organizational identity is formed, it will affect the one's following behaviors related to OSS development, most likely to sustain the favoring stance toward OSS community. Our research distinguishes itself from previous one in that it divides the paths from organizational identity formed to the intention to sustain the voluntary helping behaviors, by altruistic and conforming intentions. Drawing on this structural model, we could explain how organizational identity engages in forming the sustaining intention from past experiences, and that the intention to help at individual level and organizational level works at different level in OSS community. We grounded our arguments on Social identity theory and Organizational Citizenship theory. We examined our assumption by constructing a structural equation model (SEM) and had 88 developers to answer our online surveys. The result is analyzed by PLS (partial least square) method. Consequently, all paths but one in our model are supported, the one which assumed the association between perceived instrumentality and altruistic intention. Our results provide directions in designing online collaborative platforms where open access collaboration is meant to occur. Theoretically, our study suggests that organizational citizenship behavior can occur from organizational identity, even in bottom-up organizational settings. More specifically, we also argue to consider both organizational level and individual level of motivation in inducing sustained participations within the platforms. Our result can be interpreted to indicate the importance of forming organizational identity in sustaining the participatory behaviors. It is because there was no direct association between perceived instrumentality from past experiences and altruistic behavior, but the perception of organizational identity bridges the two constructs. This means that people with no organizational identity can sustain their participations through conforming intention from only the perception of instrumentality, but it needs little more than that for the people to feel the intention to directly help someone in the community-first to form the self-identity as a member of the given community.

• Asia pacific journal of information systems
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• 제21권4호
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• pp.45-62
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• 2011

The notion of information systems (IS) continuance has recently emerged as one of the most important research issues in the field of IS. A great deal of research has been conducted thus far on the basis of theories adapted from various disciplines including consumer behaviors and social psychology, in addition to theories regarding information technology (IT) acceptance. This previous body of knowledge provides a robust research framework that can already account for the determination of IS continuance; however, this research points to other, thus-far-unelucidated determinant factors such as habit, which were not included in traditional IT acceptance frameworks, and also re-emphasizes the importance of emotion-related constructs such as satisfaction in addition to conscious intention with rational beliefs such as usefulness. Experiences should also be considered one of the most important factors determining the characteristics of information system (IS) continuance and the features distinct from those determining IS acceptance, because more experienced users may have more opportunities for IS use, which would allow them more frequent use than would be available to less experienced or non-experienced users. Interestingly, experience has dual features that may contradictorily influence IS use. On one hand, attitudes predicated on direct experience have been shown to predict behavior better than attitudes from indirect experience or without experience; as more information is available, direct experience may render IS use a more salient behavior, and may also make IS use more accessible via memory. Therefore, experience may serve to intensify the relationship between IS use and conscious intention with evaluations, On the other hand, experience may culminate in the formation of habits: greater experience may also imply more frequent performance of the behavior, which may lead to the formation of habits, Hence, like experience, users' activation of an IS may be more dependent on habit-that is, unconscious automatic use without deliberation regarding the IS-and less dependent on conscious intentions, Furthermore, experiences can provide basic information necessary for satisfaction with the use of a specific IS, thus spurring the formation of both conscious intentions and unconscious habits, Whereas IT adoption Is a one-time decision, IS continuance may be a series of users' decisions and evaluations based on satisfaction with IS use. Moreover. habits also cannot be formed without satisfaction, even when a behavior is carried out repeatedly. Thus, experiences also play a critical role in satisfaction, as satisfaction is the consequence of direct experiences of actual behaviors. In particular, emotional experiences such as enjoyment can become as influential on IS use as are utilitarian experiences such as usefulness; this is especially true in light of the modern increase in membership-based hedonic systems - including online games, web-based social network services (SNS), blogs, and portals-all of which attempt to provide users with self-fulfilling value. Therefore, in order to understand more clearly the role of experiences in IS continuance, analysis must be conducted under a research framework that includes intentions, habits, and satisfaction, as experience may not only have duration-based moderating effects on the relationship between both intention and habit and the activation of IS use, but may also have content-based positive effects on satisfaction. This is consistent with the basic assumptions regarding the determining factors in IS continuance as suggested by Oritz de Guinea and Markus: consciousness, emotion, and habit. The principal objective of this study was to explore and assess the effects of experiences in IS continuance, with special consideration given to conscious intentions and unconscious habits, as well as satisfaction. IN service of this goal, along with a review of the relevant literature regarding the effects of experiences and habit on continuous IS use, this study suggested a research model that represents the roles of experience: its moderating role in the relationships of IS continuance with both conscious intention and unconscious habit, and its antecedent role in the development of satisfaction. For the validation of this research model. Korean university student users of 'Cyworld', one of the most influential social network services in South Korea, were surveyed, and the data were analyzed via partial least square (PLS) analysis to assess the implications of this study. In result most hypotheses in our research model were statistically supported with the exception of one. Although one hypothesis was not supported, the study's findings provide us with some important implications. First the role of experience in IS continuance differs from its role in IS acceptance. Second, the use of IS was explained by the dynamic balance between habit and intention. Third, the importance of satisfaction was confirmed from the perspective of IS continuance with experience.

• 한국식품과학회지
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• 제35권5호
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• pp.818-824
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• 2003

외국농산물의 국내 유입증가와 이에 따른 신속한 원산지 판별법 확립이 요구되는 가운데 최근 수입이 급증한 품목 중 하나인 황기를 선택, CE 및 NIRS를 이용하여 분석조건을 확립하고 원산지판별에의 적용 가능성을 검토하였다. CE를 이용하여 분석 시 추출은 methanol: 0.1M phosphate buffer(pH 2.5)(3:7)를 사용하였으며 uncoated fused silica capillary$(50\;{\mu}m\;I.D.{\times}27cm)$를 이용하여 $45^{\circ}C$, 14 kV로 분석, 200 nm에서 검출하였다. 분석 buffer는 0.1 M phosphate buffer(pH 2.5)에 20% methoxy ethanol과 40 mM HSA를 첨가하여 사용하였으며, 8초간 pressure injection 하였다. Peak의 재현성을 증대시키기 위하여 시료 주입 전 분석 buffer를 1분간 분석 시와 같은 방향으로(F) 흘려주고 0.1 M phosphoric acid와 1 M sodium hydroxide는 각각 4분, 5분간 반대방향으로(R) 홀려주었다. 증류수를 다시 1분간 흘려주고(R) 분석 buffer로 2분간 평형화(F) 시킨 후 시료를 주입하였다. 이상의 조건으로 국내산(97점)과 수입(113점) 황기를 분석한 결과 전체 peak의 양상은 유사하였으나 약 $11{\sim}13$분에 용출되는 2개의 peak(peak am-1, am-2)의 면적 비율에서 차이가 나타나 국산은 peak am-2가 peak am-1의 약 4배인 반면, 수입 산은 10배로 나타나 원산지 판별이 가능하였으며, 약 80%의 편별율을 나타내었다. NIRS는 국산 및 수입산 황기 raw 스펙트럼의 2차 미분 스펙트럼 R값이 0.915로 비교적 안정된 값을 얻을 수 있었고, SEP는 약 14.3%로 나타났다. 이를 국산과 수입산 황기에 적용 시 전체 판별율이 약 97%로 비교적 높은 판별율을 보였다. 또한 NIRS로 판별이 불가능한 시료가 CE로는 판별이 가능하여 이 두 기기를 함께 사용 시 상호보완하여 신속 정확한 원산지 판별법의 개발 가능성이 시사되었다.