• Title/Summary/Keyword: Peripheral Route

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Continuous Usage Intention of Twitter's Informations Focus on Elaboration Likelihood Model (트위터의 정보가 지속사용의도에 미치는 영향 : 정교화 가능성 모델을 중심으로)

  • Kim, Ee-Hwan;Fan, Liu;Lee, Sang-Chul;Suh, Yung-Ho
    • Journal of Information Technology Services
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    • v.11 no.3
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    • pp.49-65
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    • 2012
  • This study aims to investigate the factors influencing followers' continuous usage intention of twitter based on Elaboration Likelihood Model. In particular, central route(information itself) and peripheral route(twitterian's trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, this study tests the relationship of users' attitude and continuous usage intention. The results indicate that argument quality, accuracy(central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route is not significant. Argument quality, trustworthy, accuracy(central route) and source expertise(peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral is not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of twitter's usefulness, and in the end brings the continuous usage intention of twitter.

An Longitudinal Analysis of Changing Beliefs on the Use in IT Educatee by Elaboration Likelihood Model (정교화 가능성 모형에 의한 IT 피교육자 신용 믿음 변화의 종단분석)

  • Lee, Woong-Kyu
    • Asia pacific journal of information systems
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    • v.18 no.3
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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.

Public Service Good Health Advertising: Effects of Elaboration Likelihood and Construal Level on Consumer Attitudes (보건 관련 공익광고에서 정교화가능성과 해석수준이 광고태도에 미치는 영향)

  • Park, Jong-Chul;Kim, Kyung-Jin
    • Journal of Distribution Science
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    • v.12 no.6
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    • pp.67-79
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    • 2014
  • Purpose - This study aims to accomplish three major research goals. First, it strives to change consumers' focus from peripheral routes to a central route of public service advertising related to the good health policy, without problematic effects, by influencing consumers' knowledge or involvement. Second, this study examines the elaboration likelihood model (ELM) and construal level theory (CLT). Specifically, we consider that the central route of ELM might correspond with the focal goal of CLT. Third, this study analyzes ELM through CLT. That is, ELM predicted that low involvement would take the peripheral route, and high involvement would take the central route. Research design, data, and methodology - This study consisted of three experiments. The first experiment had a 2×2 between-subject design. The subjects were university students and the research period was approximately one year. The first independent variable was the involvement of the overweight issue; this variable was measured and split by the median. The second independent variable was the temporal distance (near vs. distant future); this variable was manipulated. The second experiment also had a 2×2 between-subject design. The first variable was the involvement of cervical adenocarcinoma prevention, and was considered already manipulated by sex. Specifically, males had a low involvement of the disease, but females had high involvement. The second independent variable was priming (power vs. submissive). Power priming would induce abstract thinking, but submissive priming would take concrete processing. The third experiment had a 2×2×2 between-subject design. The first variable was cognitive depletion, and was manipulated by memorizing 9-digit numbers. The second and third independent variables were involvement and abstract thinking induction, such as prior experiments. Data were collected through questionnaires, and were analyzed by an SPSS program. Major hypotheses were tested by examining the interaction effects through ANOVA. Results - Major findings are as follows. First, even for low-involved consumers in the overweight category, distant future manipulation induced them to focus not on the peripheral route but on the central route of the public service advertisement. This result does not correspond to the typical ELM prediction. Second, under power priming, low-involved males of the cervical adenocarcinoma category focused on the peripheral route because of the induction to abstract thinking. This result replicated the first experiment, and confirmed the theoretical robustness. Third, high-involved females focused not on the central but on the peripheral route under the mixed condition of cognitive depletion and near future manipulation. Depletion consumed cognitive resources, and the processing mode of consumers changed from systematic to heuristic. Conclusions - ELM needs to be complemented through CLT in context of public service good health advertising. Specifically, the involvement of ELM may impact consumers' thinking mode (abstract vs. concrete), and the interaction effects may influence consumers' focus on advertising (central vs. peripheral route). This study's limitations were bounded subjects, limited stimuli, and somewhat weak external validity.

The Effect of K-beauty SNS Influencer on Chinese Consumers' Acceptance Intention of New Products: Focused on Elaboration Likelihood Model (ELM) (K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향 -정교화 가능성 모델(ELM)을 중심으로-)

  • Wang, Lei;Lee, Jin Hwa
    • Fashion & Textile Research Journal
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    • v.21 no.5
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    • pp.574-585
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    • 2019
  • The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

E-Smart Health Information Adoption Processes: Central versus Peripheral Route

  • Koo, Chulmo;Lim, Min Kyung;Park, Keeho
    • Asia pacific journal of information systems
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    • v.24 no.1
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    • pp.65-91
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    • 2014
  • Our study adopted ELM (Elaboration Likelihood Model) to measure the impact of central and peripheral cues on e-healthcare website behavior and its consequence on perceived loyalty of users. While most of ELM studies did not elaborate the antecedent of both central and peripheral cues, we measured the antecedents of those information processing routes to clarify how technical and quality factors (i.e. information organization, security concern, and website attractiveness) develop the nature of either central or peripheral route. We found that information organization was the main antecedent of information quality presented on the website. Second, the results revealed that website security has a positive effect on website credibility. Third, we also found that website attractiveness was positively associated with website credibility. Fourth, consistent with elaboration likelihood model, the empirical findings suggested that information quality (central cue) and website credibility (peripheral cue) were strong predictors of behavior intention to use health website. Our findings also suggested that behavior intention to use health website significantly influenced perceived loyalty.

The Influence of Key Opinion Consumers on Purchase Intention in Live Streaming Commerce

  • Cong-Ying Sun;Jin-Yan Tian
    • Journal of the Korea Society of Computer and Information
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    • v.29 no.6
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    • pp.211-221
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    • 2024
  • Live streaming commerce has emerged as an innovative e-commerce model. This study, based on the Elaboration Likelihood Model (ELM), aims to explore the impact of Key Opinion Consumers' (KOCs) attributes in live streaming commerce on purchase intentions on short video platforms. A survey was conducted with 411 consumers, and data analysis and hypothesis testing were performed using SPSS 24.0 and AMOS 23.0 software. Research has found that differences in consumers' information processing abilities lead to different pathway selections. Central route factors such as recommendation consistency, product involvement, and professionalism, as well as peripheral route factors such as recommendation timeliness, all have significant positive effects on consumers' purchase intention. However, visual cues in the peripheral route do not have a significant impact. This study aims to provide theoretical support and practical guidance for the development of the live streaming commerce industry, and to help companies adjust their promotion strategies based on differences in consumer information processing, thereby improving purchase conversion rates.

A Study on the Successful Adoption of IoT Services : Focused on iBeacon and Nearby (IoT 서비스의 성공적 수용에 관한 연구 : iBeacon과 Nearby를 중심으로)

  • Kim, Yonghee;Choi, Byeongmoo;Choi, Jeongil
    • Journal of Information Technology Services
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    • v.14 no.1
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    • pp.217-236
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    • 2015
  • The purpose of this study is to propose the effective location-based IoT service acceptance model by integrating ELM (Elaboration Likelihood Model) with UTAUT (Unified Theory of Acceptance and Use of Technology). The Partial Least Squares was used to analyze the causal relationships with respect to the effects of central route and peripheral route on acceptance intention. The results shows that central route has more significant impacts on perceived usefulness than peripheral route and CFIP (Concern for Information Privacy) weaken the relationship of acceptance intention and perceived usefulness. Our findings indicate some meaningful implications in the acceptance research of IOT services. First, we noted that the easy of use significantly affects the adoption of location-based IoT service. Furthermore, it is important to build the secured mechanism of privacy protection to adopt of location-based IoT service. Second, we tried to attempt the newly integrated approach to technical acceptance using UTAUT's variables and ELM by Petty and Cacioppo (1986). Finally this research empirically analyzed the adoption case of location-based IoT service which is not well-known yet within our country.

The Impact of Online Reviews on Hotel Ratings through the Lens of Elaboration Likelihood Model: A Text Mining Approach

  • Qiannan Guo;Jinzhe Yan
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.17 no.10
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    • pp.2609-2626
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    • 2023
  • The hotel industry is an example of experiential services. As consumers cannot fully evaluate the online review content and quality of their services before booking, they must rely on several online reviews to reduce their perceived risks. However, individuals face information overload owing to the explosion of online reviews. Therefore, consumer cognitive fluency is an individual's subjective experience of the difficulty in processing information. Information complexity influences the receiver's attitude, behavior, and purchase decisions. Individuals who cannot process complex information rely on the peripheral route, whereas those who can process more information prefer the central route. This study further discusses the influence of the complexity of review information on hotel ratings using online attraction review data retrieved from TripAdvisor.com. This study conducts a two-level empirical analysis to explore the factors that affect review value. First, in the Peripheral Route model, we introduce a negative binomial regression model to examine the impact of intuitive and straightforward information on hotel ratings. In the Central Route model, we use a Tobit regression model with expert reviews as moderator variables to analyze the impact of complex information on hotel ratings. According to the analysis, five-star and budget hotels have different effects on hotel ratings. These findings have immediate implications for hotel managers in terms of better identifying potentially valuable reviews.

Compartment syndrome due to extravasation of peripheral parenteral nutrition: extravasation injury of parenteral nutrition

  • Park, Huee Jin;Kim, Kyung Hoon;Lee, Hyuk Jin;Jeong, Eui Cheol;Kim, Kee Won;Suh, Dong In
    • Clinical and Experimental Pediatrics
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    • v.58 no.11
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    • pp.454-458
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    • 2015
  • Compartment syndrome is a rare but devastating condition that can result in permanent neuromuscular or soft tissue injuries. Extravasation injuries, among the iatrogenic causes of compartment syndrome, occur under a wide variety of circumstances in the inpatient setting. Total parenteral nutrition via a peripheral route is an effective alternative for the management of critically ill children who do not obtain adequate nutrition via the oral route. However, there is an inherent risk of extravasation, which can cause compartment syndrome, especially when detected at a later stage. Herein, we report a rare case of compartment syndrome and skin necrosis due to extravasation, requiring emergency fasciotomy and skin graft in a 7-month-old boy who was treated with peripheral parenteral nutrition via a pressurized infusion pump. Although we cannot estimate the exact time at which extravasation occurred, the extent and degree of the wound suggest that the ischemic insult was prolonged, lasting for several hours. Pediatric clinicians and medical teams should carefully examine the site of insertion of the intravenous catheter, especially in patients receiving parenteral nutrition via a peripheral intravenous catheter with a pressurized infusion pump.

Characteristic Changes in First-Visit Patients with Peripheral Facial Palsy before and during COVID-19 Pandemic: Focused on a Korean Medicine Hospital

  • Yoonji Lee;Suji Lee;Yong-Suk Kim
    • Journal of Acupuncture Research
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    • v.41 no.1
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    • pp.17-28
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    • 2024
  • This study aimed to analyze whether the coronavirus disease 2019 (COVID-19) pandemic affected the characteristics of first-visit patients with peripheral facial palsy (PFP) and observe changes in their characteristics. This study analyzed the electronic medical records of 2,310 first-visit patients with PFP who visited the Facial Palsy Center, Kyung Hee University Korean Medicine Hospital from January 1, 2019, to December 31, 2021, in terms of demographic characteristics, disease phase, residence locations, hospital visit route, and patient care. During COVID-19, the proportion of acute patients increased by 5.3%, the proportion of visits by residents in Seoul increased by 3.8%, and the proportion of patients receiving only outpatient treatments increased by 12.8%. Significant relationships were present between the presence of the COVID-19 pandemic and the number of patients by disease phase (p = 0.043), residence locations (p = 0.003), and patient care (p = 0.003). Thus, several differences in the characteristics of first-visit patients with PFP visiting a Korean medicine hospital during the COVID-19 pandemic in terms of demographic characteristics, disease phase, residence locations, and patient care.