• Korean Management Science Review
• /
• v.29 no.3
• /
• pp.135-156
• /
• 2012

Due to the rapid growth of social networking community (SNC), research into SNC user's behavior has recently emerged as an important issue in information systems. An individual makes a decision whether or not to continually use his or her own SNC and to purchase digital items to decorate it. Most previous research has focused on a user's continuance intention and has ignored the importance of purchase intention. This study develops and empirically tests an integrated model designed to predict a user's two types of behavioral intention：continuance intention and purchase intention based on the expectation-confirmation model (ECM) and a dual model of relationship maintenance mechanism.The results indicate that perceived usefulness, satisfaction, personalization, and switching cost have important influences on the formation of SNC continuance intention. The results also show that perceived usefulness and satisfaction does not have any significant impacts on purchase intention, while personalization, learning, attractiveness of alternatives, and continuance intention significantly affect it.

• Journal of Distribution Science
• /
• v.17 no.11
• /
• pp.63-72
• /
• 2019

Purpose: Black Friday is a globally used as a promotion event. A lot of South Korean retailers also have used it as their promotion concepts. But South Korean Consumers' response to Black Friday has never been investigated academically. This study examined Black Friday shopping of South Korean consumers, including experiences, perceptions, motives and shopping mechanism. Research design, data and methodology: To verify the purposes of this research, a survey was conducted with 462 participants. This study analyzed descriptive features of experiences, perceptions and motives and developed and tested the model of shopping mechanism. Results: South Korean consumers perceive Black Friday as one of the credible marketing tactics offering a big price discount. They have generally positive perceptions and shopping experiences toward Black Friday. The key motive of Black Friday shopping is for saving cost. In addition, for South Korean consumers, perceived deal value, perceived innovativeness, saving cost motive and fun motive are important antecedents of shopping on Black Friday, and attitude toward Black Friday plays a mediating role between antecedents and shopping behavior. Conclusions: The findings of this study provide practical and theoretical insight to understand the impact of Black Friday in South Korea.

• Korean Journal of Artificial Intelligence
• /
• v.12 no.1
• /
• pp.7-16
• /
• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.20 no.2
• /
• pp.141-157
• /
• 2024

This study examines the impact of cryptocurrency value characteristics on cryptocurrency investment intention. Stock craze and information provided through various media, including YouTube, play an essential role in helping investors recognize the value of cryptocurrency and develop positive investment intentions. In this study, we applied the Value-Based Adoption Model (VAM) to verify the relationship between cryptocurrency value characteristics and investment intention. We surveyed 500 cryptocurrency investors to assess network externalities, awareness, compatibility, cost benefits (fees), technicality, security, perceived value, and investment intentions. SEM (Structural Equation Modeling) using AMOS 26.0 was used for data analysis. Results show that network externalities, awareness, compatibility, cost benefits (fees), security, and perceived value significantly impact investment intention. This study provides insights that help investors accurately perceive cryptocurrencies and develop strategies to increase investment intentions. It also contributes to improving investors' decision-making ability. This comprehensive approach will foster the growth of the cryptocurrency market and strengthen investor confidence.

• Journal of the East Asian Society of Dietary Life
• /
• v.20 no.4
• /
• pp.606-618
• /
• 2010

The study investigated how 'word of mouth' originates in the chain restaurant industry. It has long been acknowledged that 'word of mouth' is a critical factor for the success of a restaurant business due to its targetability and cost effectiveness. A review of the literature revealed four antecedents of 'word of mouth': service quality, perceived value, satisfaction, and relationship quality. Based on the theoretical/empirical relationships between those constructs, a structural model composed of the hypotheses was proposed. The structural model was tested with data collected from 471 chain restaurant patrons. The structural equation modeling analysis revealed that five constructs in the proposed model are interrelated, and during this process, word of mouth is formed in the chain restaurant industry. A positive relationship between service quality and satisfaction (0.265, p<0.05), service quality and perceived value (0.831, p<0.05), service quality and relationship quality (0.465, p< 0.05), and service quality and WOM (0.263, p< 0.05) were found, indicating that service quality is a key prerequisite for word of mouth and other constructs proposed in the model. It was revealed that perceived value doe not have a direct impact on WOM formation (t=1.275, p=0.202), but a positive relationship between perceived value and satisfaction (0.293, p<0.05) and between satisfaction and WOM (0.627, p< 0.05) were found. Therefore, it was concluded that patrons' perceived value influences word of mouth formation, but that impact is mediated by satisfaction. During this process, relationship quality also plays a mediating role in generating word of mouth. Based on data analysis, theoretical/managerial implications are discussed.

• Journal of Digital Contents Society
• /
• v.8 no.2
• /
• pp.173-189
• /
• 2007

This study attempted to analyze factors influencing S-DMB adoption. The theoretical background of this study is 'Technology acceptance model.' Based on this theory and literature review this study set 5 hypotheses. For this research, a survey was conducted by online research lab. from October 25 to 31. Data were collected from 350 subjects. Complete and useable questionnaires were received from 303 respondents. The result and conclusion are as follow: 'Instant accessibility,' 'service quality,' 'Cost,' 'advertising,' 'perceived easy of use' are significant factors influencing 'perceived usefulness'. 'Compatibility,' is a significant variable influencing 'perceived easy of use'. However, 'self efficacy' and 'innovativeness' are not significant factors influencing 'perceived easy of use.' The result of the analysis showed that most of the hypotheses were verified the same as preceding studies, but some results were different with the result of preceding studies. Therefore, it implies the characteristics of S-DMB different with other IT systems and mass media that were research subject mostly before, and it influences the result of this study as well.

• The Journal of the Korea Contents Association
• /
• v.5 no.3
• /
• pp.19-28
• /
• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

• Journal of Internet Computing and Services
• /
• v.18 no.6
• /
• pp.93-100
• /
• 2017

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.

• Journal of Digital Convergence
• /
• v.17 no.2
• /
• pp.127-134
• /
• 2019

The purpose of this study was to investigate the factors affecting the behavior intention of smartphone mobile banking service among tourists. Currently, due to the development of mobile Internet technology and the spread of smartphone all over the world, interest and spread of smart phone based mobile banking is popularized. Thus, we analyzed the relationship among performance expectancy, social influence, facilitating conditions, perceived financial cost, perceived habit, perceived security level, and user's behavioral intention as a dependent variable. In this study, 203 respondents were interviewed about Chinese tourists at Jeju International Airport, and the influence of independent variables was determined by Smartpls 3.0. The results showed that the perceived security level and habit had a positive effect on the behavior intention. Especially, perceived security is a major issue of smartphone-based mobile banking in recent years. This study is meaningful in that it is an analysis of behavior factors of smartphone-based mobile banking service for tourists.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.4
• /
• pp.61-77
• /
• 2022

The purpose of this study is to explain intention to use untact medical diagnosis and consultation services. We carried out the analysis of the survey data using Smart PLS 3.0 to test the hypotheses how the expected benefit variables and perceived risk variables of untact medical diagnosis and consultation services affect intention to use. According to the empirical analysis results, this study confirmed that quality of telemedicine service had a significant effects on perceived usefulness, Perceived Easy of Use. And accessibility had a significant effects on perceived easy of use, cost saving and expected benefits had a significant effects on use Intention of untact medical diagnosis and consultation services. Performance risk and service risk had a significant effect on medical risk. And medical risk had a significant negative(-) effects on use Intention of untact medical diagnosis and consultation services. This study has its meaning because it found out that it deals structurally and expansively with use intention of untact medical diagnosis and consultation services through positive and negative factors.