• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.126-131
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• 2007

Most Internet auction studies have focused on examining the determinants of auction success or closing price. However, there has been little previous research which investigates dark-side factors such as overbidding behavior in the Internet C2C transactions. For this reason, this study attempts to find situations with the escalation of commitment to bids using Internet auction systems and also examines whether the bidder's bidding is irrational. Therefore, this study applies escalation of commitment to explain the auction process such as the "going, going, gone period" with competition in Internet C2C auctions. In order to describe the auction process in terms of escalation of commitment, this study proposes psychological sunk costs, completion effect, and self-justification as the key factors of escalation of commitment and also willingness to continue bidding reflecting the decision maker's escalation behavior in terms of persistence perspective as final dependent variable. The results of PLS analysis indicate that a bidder's overbidding behavior is explained by the escalation of commitment.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.539-544
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• 2007

People tend to resist changing their software even alternatives are better then the current one. This study examines the resistance to change in the use of software from the switching costs perspective based on status quo bias theory. For this study, we select Web Browsers as software. Based on the classification of switching costs into three groups (psychological, procedural, and loss), this study identifies six types of switching costs (uncertainty, commitment, learning, setup, lost performance, and sunk costs). This study tests the effects of six switching costs on user resistance to change based on the survey of 204 web browser users. The results indicate that lost performance costs and emotional costs have significant effects on user resistance to change. This research contributes towards understanding of switching costs and the effects on user resistance to change. This study also offers suggestions to software vendors for retaining their users and to organizations for managing user resistance in switching and adopting software.

• 한국융합학회논문지
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• 제11권1호
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• pp.131-139
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• 2020

게이머들은 현재 게임이 재미에 싫증을 느끼거나 더 재미있는 새로운 게임을 만나면 이로 전환한다. 소비자의 게임 전환 비용은 개인에 따라 다양하며 자신들의 현재 게임에 대해 만족하는 정도에 영향을 받는다. 이 연구는 현재 게임에 대한 만족 정도를 자기 결정 이론에서의 세 가지 차원의 욕구 충족 정도로 측정하며 이들이 각각 학습(learning), 연속(continuity), 그리고 매몰(sunk) 전환 비용에 어떻게 영향을 미치는 지를 분석한다. 국내 모바일 게임 사용자를 대상으로 한 설문 조사의 분석 결과, 게임 이용자들의 자율성과 관계성 충족은 학습 비용에 양의 영향을 미치고 효능성 충족은 음의 영향을 미친다. 이러한 욕구 충족과 인지적 전환 비용의 관계는 게이머의 연령과 선호하는 게임 장르에 따라서 달리 나타나며 이러한 결과를 이용함으로써 게이머들의 다양한 전환 행동을 이해할 수 있다.