• Asia pacific journal of information systems
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• 제18권3호
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• pp.147-165
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• 2008

IT education can be summarized as persuading the educatee to accept IT. The persuasion is made by delivering the messages for how-to-use and where-to-use to the educatee, which leads formulation of a belief structure for using IT. Therefore, message based persuasion theory, as well as IT acceptance theories such as technology acceptance model(TAM), would play a very important role for explaining IT education. According to elaboration likelihood model(ELM) that has been considered as one of the most influential persuasion theories, people change attitude or perception by two routes, central route and peripheral route. In central route, people would think critically about issue-related arguments in an informational message. In peripheral route, subjects rely on cues regarding the target behavior with less cognitive efforts. Moreover, such persuasion process is not a one-shot program but continuous repetition with feedbacks, which leads to changing a belief structure for using IT. An educatee would get more knowledge and experiences of using IT as following an education program, and be more dependent on a central route than a peripheral route. Such change would reformulate a belief structure which is different from the intial one. The objectives of this study are the following two: First, an identification of the relationship between ELM and belief structures for using IT. Especially, we analyze the effects of message interpretation through both of central and peripheral routes on perceived usefulness which is an important explaining variable in TAM and perceived use control which have perceived ease of use and perceived controllability as sub-dimensions. Second, a longitudinal analysis of the above effects. In other words, change of the relationship between interpretation of message delivered by IT education and beliefs of IT using is analyzed longitudinally. For achievement of our objectives, we suggest a research model, which is constructed as three-layered. While first layer has a dependent variable, use intention, second one has perceived usefulness and perceived use control that has two sub-concepts, perceived ease of use and perceived controllability. Finally, third one is related with two routes in ELM, source credibility and argument quality which are operationalization of peripheral route and central route respectively. By these variables, we suggest five hypotheses. In addition to relationship among variables, we suggest two additional hypotheses, moderation effects of time in the relationships between perceived usefulness and two routes. That is, source credibility's influence on perceived usefulness is decreased as time flows, and argument quality's influence is increased. For validation of it, our research model is tested empirically. With measurements which have been validated in the other studies, we survey students in an Excel class two times for longitudinal analysis. Data Analysis is done by partial least square(PLS), which is known as an appropriate approach for multi-group comparison analysis with a small sized sample as like this study. In result. all hypotheses are statistically supported. One of theoretical contributions in this study is an analysis of IT education based on ELM and TAM which are considered as important theories in psychology and IS theories respectively. A longitudinal analysis by comparison between two surveys based on PLS is also considered as a methodological contribution. In practice, finding the importance of peripheral route in early stage of IT education should be notable.

• 유통과학연구
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• 제20권11호
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• 통상정보연구
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• 제17권3호
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• pp.323-358
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• 2015

본 연구는 관계마케팅의 촉진수단으로써 사용되는 로열티 프로그램의 역할을 중심으로 로열티 프로그램을 통해 서비스 충성도에 미치는 영향관계를 확인하고자 하였다. 실증분석 결과, 로열티 프로그램의 지각된 가치인 경제적 유용성과 심리적 유용성이 높을수록 로열티 프로그램 만족도가 높아진다는 사실이 확인되었다. 또한 로열티 프로그램 만족도가 높을수록 로열티 프로그램 신뢰도가 높아지며 로열티 프로그램 신뢰도가 높을수록 로열티 프로그램 몰입도가 높아지는 긍정적인 영향관계를 확인하였다. 그리고 로열티 프로그램에 대한 고객만족, 고객신뢰, 고객몰입 등 각각의 요소들이 서비스 충성도에 긍정적인 영향을 미치는 사실을 확인하였다. 또한 로열티 프로그램 만족도는 로열티 프로그램 신뢰도와 몰입도를 매개로 하여 서비스 충성도에 간접적으로 영향을 주었다.

• 한국임상약학회지
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• 제23권3호
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• pp.269-277
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• 2013

Objectives: The purpose of this study was to identify the factors which affect risk perception and attitude on government risk management over medications containing asbestos among parents of elementary school students. Methods: This research design was cross-sectional study using self-administered questionnaire. The survey subjects were parents of elementary school students in Seoul, total of 1,051 subjects. The survey period was from June through July of 2011. The collected data were analyzed using the SPSS 20.0. Results: The subjects perceived high risk regarding medications containing asbestos. About 83.6% of the subjects perceived that the result taking of medications containing asbestos was fatal, 82.8% felt that medications containing asbestos was a very serious social problem, 79.5% agreed that medications containing asbestos was a new type of threat. The risk perception for medications containing asbestos was related to political affiliation, attitudes of dealing medicines, main use of media, and personal communication credibility. Those who did not believe that the current government policy was correct and the government was working toward the public's benefit and not its own had the higher level of negative attitudes towards the government's risk management over the case of medications containing asbestos. Conclusion: In implementing government policy, all information should be efficiently and accurately communicated through a transparent implementation process. Also, the government must have plans for countermeasures in case of an emergency and respond efficiently in order to maintain their credibility. Moreover, this highlights the need for health authorities to exert more effort in increasing public education/awareness, especially those concerning drug and dug-taking behavior, in order to harness positive attitude and trust towards the government's policy. For a more effective risk communication, the media, health experts, government representatives, and related industries should work together.

• 한국의류학회지
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• 제47권2호
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• pp.371-391
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• 2023

This study examines the impact of live commerce characteristics on customer responses in the ELM perspective. Based on ELM, the central route is composed of information completeness, accuracy, and currency, and the peripheral route is composed of streamer credibility, streamer reputation, social presence, and system quality. An online survey of female customers aged 20 to 49 who have purchased beauty products through live commerce within the past three months was conducted. The results demonstrate that information completeness and information currency exert significant impact on perceived usefulness and enjoyment. Social presence and system quality also exert significant impact on perceived usefulness and enjoyment. Moreover, perceived usefulness and enjoyment had significant impact on behavioral intention. The effect of information completeness on perceived usefulness and enjoyment was much stronger for high product involvement groups. Furthermore, the effect of streamer reputation on perceived enjoyment was much stronger for high product involvement groups. In contrast, the effect of social presence on perceived usefulness and enjoyment was much stronger for low product involvement groups. This study suggests theoretical implications for applying ELM to live commerce and practical implications for differentiated live commerce marketing strategies.

• 한국콘텐츠학회논문지
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• 제13권6호
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• pp.137-147
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• 2013

본 연구에서는 타인의 트윗을 볼 때 어떠한 변인이 트윗 신뢰도와 태도에 영향을 주는지 살펴보고자 내용(정보/의견), 기능(없음/URL/RT) 그리고 관여도(저/고)를 독립변인으로 하여 실험연구를 했다. 설문지, 인터뷰 그리고 유저빌리티 테스팅 소프트웨어 등 세 가지 연구방법을 이용한 결과, 유저빌리티 소프트웨어를 통한 직접관찰에서는 실험 참여자들이 트윗 내용, 기능 그리고 관여도가 읽는 순서, URL 클릭여부, RT시 원래 트윗 작성자 확인여부 등에 영향을 주지 않음을 확인하였고, 트윗 신뢰도에서는 내용에서만 유의미한 차이를 그리고 트윗 태도에서는 트윗 내용, 기능 그리고 관여도 간에 유의미한 상호작용 효과가 있는 것으로 나타났다. 마지막으로 인터뷰를 통해서 의견 보다는 정보가, 그리고 URL>RT>아무 것도 없는 정보나 의견 순으로 더 신뢰할 만하다는 결과가 나왔는데, 그 이유는 개인 의견에 대한 한계와 URL과 RT 등을 통한 정보원에 대한 신뢰 때문인 것으로 보인다. 수많은 트윗 가운데 제한된 트윗에 노출될 수밖에 없는 상황에서 이러한 결과는 트윗 송신자들의 메시지 작성 형태에 대한 중요한 함의를 보여준다.

• 융합보안논문지
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• 제13권6호
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• pp.43-49
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• 2013

웹 사이트는 대게 조직이나 단체의 첫인상을 제공한다. 많은 조직들이 그들의 웹 사이트들을 통해 판매를 확고히 하거나, 서비스를 전달하는 매개체로 사용하고 있으나, 실제 그들의 중대성에 비해 그들의 디자인에 관하여 비용을 들이려고 하지 않는 경향이 있다. 어떤 사람이 한 웹 사이트를 열때, 그 첫인상은 아마도 단 몇 초 만에 만들어질 것이다. 여러가지 요인들에 기반하여 다음 사이트로 넘어갈 것인지 아니면 그 사이트에 머물것인지를 결정할 것이다. 사용자들이 고려하는 여러 요인들 중의 하나는 심미감이다. 또 다른 이유는 그 사이트의 신뢰성에 대한 사용자의 판단을 수반한다. 이 논문은 페이지의 심미감과 그 사이트의 신뢰감에 대한 사용자의 판단사이에 가능한 연결을 조사하였다. 같은 내용일지라도 심미적인 처리를 다른 수준으로 해줌으로써 신뢰감의 수준을 측정해본 결과, 그들의 관계는 비례하는 것을 알 수 있었다. 웹 페이지에서 비주얼 디자인과 심미성의 효과는 확실히 존재하는데, 사용자가 웹 페이지를 보게 되는 최초 몇 초 동안에 나타난다. 같은 내용이라도 더 높은 수준의 심미적 처리가 신뢰감을 더 증가시킬 것이다.

• 한국콘텐츠학회논문지
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• 제15권11호
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• pp.467-485
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• 2015

유통업체 브랜드(Private Brand; PB) 상품의 시장점유율이 빠른 속도로 증가하고 있다. 선행연구에 따르면, 소비자는 유통업체 브랜드를 평가할 때 외재적 단서를 많이 고려하는 경향이 있다. 본 연구는 외재적 단서 중의 중요한 요소인 유통업체 신뢰성이 지각된 품질차이, 가치의식, 유통업체 브랜드에 대한 태도와 상품의 구매의도에 어떻게 영향을 미치는지를 검증한다. 또한 유통업체 브랜드에 대한 친숙성을 이러한 관계들에서의 조절변수로 고려한다. 총 199부의 유효한 설문지를 수집하여 실증분석 결과, 유통업체 신뢰성이 유통업체 브랜드에 대한 태도에 대해 직접적으로 정(+)의 영향을 미침은 물론, 지각된 품질차이와 가치의식에 대한 영향을 통하여 간접적으로도 정(+)의 영향을 미쳤다. 한편, 본 연구에서는 유통업체 브랜드에 대한 친숙성의 조절효과가 유의하였는데, 소비자가 유통업체 브랜드에 친숙하게 되면 유통업체 브랜드 상품의 품질에 대해 적은 편견을 갖는 것으로 해석된다. 이러한 연구결과는 유통업체 입장에서 점포에서의 다양한 판매촉진 활동, 예를 들면, 무료 샘플과 시음 기회 제공을 통해 소비자의 유통업체 브랜드 상품에 대한 친숙성을 높여야 함을 시사한다. 분석결과에 따른 학술적, 실무적 시사점과 함께 향후연구방향이 논의된다.

• 한국의류학회지
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• 제30권1호
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• pp.48-58
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• 2006

The purposes of this study were to examine the effect of perceived service quality and symbolic store image on store loyalty in apparel product purchasing and the moderating effect of hedonic shopping orientation. The questionnaire was administered to 450 women shopped in a department store in Gwang-ju during September, 12-26, 2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN Program. The results were as follows. First, consumers' perceived service quality was composed of three factors; product & environment service, sales person's customer oriented service, store policy service factor. Consumers' symbolic store image was composed of three factors; status symbol, favorability. credibility (actor. Second, the perceived service quality significantly influenced store loyalty. Third, the symbolic store image significantly influenced store loyalty. Fourth, interaction effect between perceived service quality and hedonic shopping orientation was found out to be meaningful at store loyalty. Fifth, interaction effect between perceived store image and hedonic shopping orientation was found out to be meaningful at store loyalty.

• 한국IT서비스학회지
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• 제18권1호
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• pp.13-26
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• 2019

This study analyzes the characteristics of lending-based crowdfunding of various crowdfunding models, identifies the factors affecting the use of the general public, and provides suggestions for the policies set by real estate crowdfunding businesses and related authorities. To analyze the service's adoption from a cognitive perspective, this study developed a new model that combined the Value-based Adoption Model (VAM), motivation theory, and a set of variables that take into account the characteristics of the real estate industry. For empirical analysis, survey was conducted from the general investors of real estate and valid 252 data were utilized by R 3.2.2. The results of this study showed that both government regulation and the perceived risk are hindering the perceived values and intention to use crowdfunding for real estate. In contrast, this research found that among the intrinsic motivation, enjoyment had a significant impact on the perceived value. In addition, it turned out that among the extrinsic motivation, market attractiveness, brand credibility, expected return, and safety and protection had significant impacts on the perceived value. Finally, it showed the perceived value of real estate crowdfunding had a positive impact on the intention to use.