• Educational Technology International
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• v.22 no.2
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• pp.111-137
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• 2021

Embracing the important roles of presence, this study focused on exploring how to enhance online learners' learning engagement and learning achievement in distance higher education settings. More specifically, this study examined the structural relationships among university students' teaching presence, social presence, learning engagement, and perceived learning achievement in online learning environments using structural equation modeling. Data were collected from 206 university students enrolled in online courses in the second semester of 2020 at two large universities. According to the results of the data analysis, there was a significant relationship between teaching and social presence. Teaching presence and social presence predicted learning engagement that positively affected perceived learning achievement. Teaching presence was strongly associated with perceived learning achievement while social presence had a negative impact on that. Additionally, learning engagement had a mediating effect on the relationship between teaching presence and perceived learning achievement. This study found that students who perceived higher levels of teaching and social presences tend to more engage in learning, leading to perceiving better learning achievement. The findings suggest that the design, development, and implementation of effective online instruction should be needed to promote learning engagement, which can be linked to enhancing students' learning achievement. Implications and discussion are addressed in this article.

• Journal of Agricultural Extension & Community Development
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• v.22 no.2
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• pp.233-243
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• 2015

This study is for understanding differences of satisfaction followed by learning and teaching presence perceived by learners and participation motivation on learning in a distance education. General characteristics of learner are classified as an entrance type, sex, age, new/transfer of distance university learners. Perceived presence is classified with learning presence and teaching presence. Participation motivation on learning is classified with the directivity of activity, goal, and study based on the reason of participating in classes in a distance university. And this research tried out to find the effects of learner's characteristics, perceived presence, and participation motivation on learning satisfaction. The results are as follows. First, there was no meaningful difference of general characteristic on satisfaction. It means sex, age, and entrance type did not have an effect on satisfaction. Second, with the level of presence perceived by learner, satisfaction has meaningful differences. It means that students who had higher learning presence perceived of distance university showed higher satisfaction, and so as in teaching presence perceived on satisfaction. Third, factors effecting satisfaction based on participation motivation on learning differ with types of motivation. There was no meaningful difference of the level of activity directivity study participant on satisfaction, but was a meaningful difference of goal directivity and of study directivity in participation motivation on learning satisfaction. It was the learning presence that had a significant effect on learning satisfaction of adult learning.

• Journal of Agricultural Extension & Community Development
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• v.23 no.4
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• pp.449-457
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• 2016

The purpose of this study are to examine the educational use of the Facebook and to examine the effects of the learners perceived usefulness, attitude and self-efficacy on learning flow and learning presence at university classes using social network service. The subjects of this study are 155 university students attending a class at a 4-year university in Seoul, and certain questions verified in the existing studies were modified, complemented, and used as a tool for measurement. The details of the purpose are as follows. First, it turned out that there were significant differences in learning flow and learning presence in accordance with the levels of the usefulness that learners perceived. It can be said that the higher the perceived level of usefulness, the higher the learning flow and learning presence. Second, it turned out that there were significant differences in learning flow and learning presence in accordance with the levels of learners' perceived attitudes. We can interpret such a result as suggesting that the higher a learner's perceived attitude, the higher the learning flow and learning presence.

• The Research Journal of the Costume Culture
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• v.20 no.3
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• pp.451-462
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• 2012

Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers' acceptance of an e-tail website. This study conceptualizes that consumers' perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers' acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers' attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers' perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers' perceived presence.

• International Journal of Contents
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• v.12 no.3
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• Journal of The Korean Association of Information Education
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• v.15 no.3
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• pp.449-458
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• 2011

The purpose of this study is to investigate the effects of task value and perceived usefulness on learning outcomes. This study also examined the mediating effects of teaching presence in their relationships. As a result, task value and perceived usefulness significantly predicted learning outcomes (learning flow and learning persistence). In addition, teaching presence mediated between task value, perceived usefulness and learning outcome. This findings imply that task value, perceived usefulness, and teaching presence should be valued to enhance learning outcomes in Cyber university.

• The Journal of the Korea Contents Association
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• v.13 no.1
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• pp.164-174
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• 2013

Since the advent of smart phone, a variety of text-based media are developed and used as popular communication tools even in mobile phone environment. This study explores differences in terms of users' perceived social presence level across different text-based media, specifically KakaoTalk, Facebook, SMS. A survey was conducted using items adopted from previous studies on social presence. 203 data points were collected and used for analysis. Across the whole sample, KakaoTalk is perceived as the highest in terms of perceived social presence level, followed by Facebook and SMS. Also, the users with higher level of sociality tends to reveal higher level of perceived social presence across all the media while younger and/or student users tend to maintain higher level of social presence perception across all the media. Further studies seem necessary investigating features of specific medium that may increase or decrease the perceived level of social presence.

• Asia pacific journal of information systems
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• v.32 no.2
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• pp.249-274
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• 2022

This study is to focuses on users' attitudes toward augmented reality games. Based on the Technology Acceptance Model (TAM) and Flow theory, continuous usage intention was set as a dependent variable, and immersion was set as a mediating variable. As independent variables, spatial presence, perceived interactivity, perceived pleasure, and sickness were set. Besides, this study strived to compare and analyze Korean and Chinese Data. The results of this study were as follows. First of all, Korean users significantly affected spatial presence, perceived pleasure, and immersion. Spatial presence and perceived pleasure had also mediated effects on continuous usage intention through immersion. However, perceived interactivity and sickness did not affect immersion and even no mediating effect to continuous usage intention. In the case of Chinese users, spatial presence, perceived interactivity, and perceived pleasure were grouped into one variable. This variable influenced immersion and also had mediated effect on continuous usage intention. However, sickness, like Korean users, did not affect the set path. This study had implications for analyzing user perspective using immersion, a significant variable in previous research. In addition, this study found similarities and characteristics through a comparative analysis between Korean and Chinese users indirectly.

• International Journal of Contents
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• v.16 no.4
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• pp.78-83
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• 2020

VR technology has become a game changer in the game industry. VR game market has increased exponentially worldwide. The current study is designed to examine effects of VR game players' gender (male vs. female), types of VR games (solo game vs. multiplayer game), and the level of perceived virtual presence (low virtual presence vs. high virtual presence) on enjoyment and intention to replay. Study findings suggest that male players, after playing VR games, showed higher enjoyment and intention to replay VR games. In terms of types of VR games, multiplayer VR games lead to higher enjoyment intention to replay than solo play games. Finally, this study found that the high level of perceived virtual presence incur higher enjoyment and intention to replay than the low level of perceived virtual presence in playing VR games. Practical implications were discussed in the last section of this paper.

• The Journal of Information Systems
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• v.27 no.2
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• pp.29-52
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• 2018

Purpose As the number of SNS users increases, the importance of SNS advertisement is also increasing. Thus, the purpose of this study is to analyze the effect of factors on effectiveness of SNS advertising, and expand research on users' attitude and behavior intention toward SNS advertising. Design/methodology/approach This study was designed to examine the structural relationships among SNS service attribute, users' cognitive characters, psychological factors, users' attitude and behavior intention toward SNS advertising. Concretely, SNS service attribute was presented as online interactivity, and users' cognitive characters were presented as perceived relevance and perceived intrusiveness. In addition, psychological factors were presented as presence experience and message credibility, users' attitude toward SNS advertising was presented as advertisement attitude and users' behavior intention was presented as WOM. Findings The results showed that online interactivity has a positive effect on presence experience and message credibility, but perceived intrusiveness has a negative effect on presence experience and message credibility. Perceived relevance has a positive effect on presence experience, but does not have significant effect on message credibility. Presence experience and message credibility have positive effects on advertisement attitude and WOM, and advertisement attitude also has a positive effect on WOM. Based on the results from this study, academic and practical implications can be drawn. First, the study extended the scope of research about SNS advertising through focusing on SNS service attribute and SNS users' cognitive characters and identified the relationship between presence experience, message credibility, advertisement attitude and WOM. Second, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool.