• 제목/요약/키워드: SEM-PLS

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OTT 플랫폼에서 연예인 관여도가 국가 이미지와 방문 의도에 미치는 영향: 원격 현장감과 준사회적 관계의 매개 역할을 중심으로 (The Impact of Celebrity Involvement in OTT Platforms on National Image and Visit Intentions: The Mediating Roles of Telepresence and Parasocial Relationships)

  • 장문경;이새롬
    • 한국정보시스템학회지:정보시스템연구
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    • 제33권2호
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    • pp.47-80
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    • 2024
  • Purpose With the rapid evolution of the OTT platform, this study addresses a notable gap in the existing literature by examining the impact of celebrity involvement in OTT contents on the intention to visit the country. We explore the intricate mechanisms through which the audience's sense of telepresence, facilitated by OTT technology, and parasocial relationships with celebirities contribute to the formation of the national image and, consequently, influence the intention to visit the country. Design/methodology/approach This study applied Partial Least Square Structural Equation Modeling (PLS-SEM) using survey data from 222 participants. Findings Our findings reveal a positive effect of celebrity involvement on both telepresence and parasocial relationship. Additionally, we observe a positive relationship between telepresence and parasocial relationship. The study further highlights the impact of these factors on the cognitive and affective national images. The cognitive and affective national images, in turn, positively influence the overall national image, ultimately impacting the intention to visit the country. This research contributes to the understanding of the interplay between psychological factors related to viewer-celebrity relationships and the technical characteristics of OTT contents in shaping national images and travel intentions.

Factors Influencing Brand Image and Purchase Intention in Indonesia's Furniture Distribution Channels

  • Felicia HERMAN;Ricardo INDRA;Kurniawati;Michael CHRISTIAWAN;Muhammad ARAS
    • 유통과학연구
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    • 제22권7호
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    • pp.33-42
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    • 2024
  • Purpose: The furniture industry has a huge potential for growth in Indonesia. Due to Indonesia's vast natural resources, furniture designers, makers, and retailers are given ease of access. The research analyzes the influence of service quality, promotion, product, and price on brand image and purchase intention in Indonesia's furniture distribution channels. Research design, data, and methodology: The variables used are service quality, promotion, product, price, brand image, and purchase intention. This research is cross-sectional research, which will be conducted among the furniture consumers in Indonesia, from the Instagram followers of a community as of 31 July 2023 with 837.5 thousand followers. The tools that will be used are surveys, conducted according to the sample size and processed using SMARTPLS 4 and the SEM-PLS model. Results: The findings urge that some variables have a significant influence on purchase intention directly but become less significant when influenced by brand image. Some variables can influence purchase intentions significantly through brand image, even if the certain variable did not have a significant influence on purchase intention directly. Conclusions: By knowing the significance of the variables towards brand image and purchase intention, ones with major influence can be implemented as a strategy to improve marketing in Indonesian furniture distributors.

Examining the Adoption of AI based Banking Chatbots: A Task Technology Fit and Network Externalities Perspective

  • Eden Samuel Parthiban;Mohd. Adil
    • Asia pacific journal of information systems
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    • 제33권3호
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    • pp.652-676
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    • 2023
  • The objective of this study is to provide a deeper understanding of the factors that lead to the development and adoption of AI-based chatbots. We analyze the structural relationship between the organizational (externalities), systematic (fit), and the consumer-related (psychological) factors and their role in the adoption of AI-based chatbots. Founded on the theories of task-technology fit and network externalities, we present a conceptual model overlooking common perception-based theories (e.g., Technology Acceptance Model). We collected 380 responses from Indian banking consumers to test the model using the PLS-SEM method. Interestingly, the findings present a positive impact of all factors on consumers' intention to adopt AI-based chatbots. However, the interplays between these factors provide a mixed perspective for literature. Apart from employing a combination of factors that have been used to study technology adoption, our study explores the importance of externalities and their relationship with fit factors, a unique outlook often overlooked by prior research. Moreover, we offer a clear understanding of latent variables such as trust, and the intricacies of their interplays in a novel context. Thereby, the study offers implications for literature and practice, followed by future research directions.

Distribution of Taxpayer Compliance with Culture Dimension as an Intervening Variable in Makassar

  • Dahniyar DAUD;Haliah;Andi KUSUMAWATI;Syarifuddin RASYID
    • 유통과학연구
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    • 제22권8호
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    • pp.29-36
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    • 2024
  • Purpose: This study examines the impact of cultural dimensions as an intervening variable on taxpayer compliance in Makassar, Indonesia, with a focus on the Bugis tribe's cultural context. Research design data and methodology: The research aims to understand how attitudes, subjective norms, and perceived behavioral control, influenced by local culture, affect taxpayer compliance. A quantitative research design was employed, collecting primary data through questionnaires distributed to 150 taxpayers, with 125 valid responses analyzed using the Structural Equation Model (SEM) and Partial Least Squares (PLS) methodology. Results: The results indicate that cultural factors significantly mediate the relationship between subjective norms and taxpayer compliance, highlighting the role of local cultural values, such as "Siri Na Pacce," in shaping compliance behavior. Subjective norms positively influence both cultural attitudes and compliance, while attitudes and perceived control have a less significant impact. The findings suggest that integrating cultural awareness into tax policy and education can enhance compliance rates in culturally rich regions. Conclusions: this study underscores the importance of considering cultural dimensionsin tax administration, particularly in regions with strong cultural identities, to improve the effectiveness of tax compliance strategies. The findings contribute to the broader understanding of how cultural context influences economic behavior, offering insights for policymakers and tax authorities.

Impact of Big Data Analytics on Indian E-Tailing from SCM to TCS

  • Avinash BM;Divakar GM;Rajasekhara Mouly Potluri;Megha B
    • 유통과학연구
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    • 제22권8호
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    • pp.65-76
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    • 2024
  • Purpose: The study aims to recognize the relationship between big data analytics capabilities, big data analytics process, and perceived business performance from supply chain management to total customer satisfaction. Research design, data and methodology: The study followed a quantitative approach with a descriptive design. The data was collected from leading e-commerce companies in India using a structured questionnaire, and the data was coded and decoded using MS Excel, SPSS, and R language. It was further tested using Cronbach's alpha, KMO, and Bartlett's test for reliability and internal consistency. Results: The results showed that the big data analytics process acts as a robust mediator between big data analytics capabilities and perceived business performance. The 'direct, indirect and total effect of the model' and 'PLS-SEM model' showed that the big data analytics process directly impacts business performance. Conclusions: A complete indirect relationship exists between big data analytics capabilities and perceived business performance through the big data analytics process. The research contributesto e-commerce companies' understanding of the importance of big data analytics capabilities and processes.

인터넷 커뮤니티에서 사용자 참여가 밀착도와 지속적 이용의도에 미치는 영향 (A Study on the Effects of User Participation on Stickiness and Continued Use on Internet Community)

  • 고미현;권순동
    • Asia pacific journal of information systems
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    • 제18권2호
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    • pp.41-72
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    • 2008
  • The purpose of this study is the investigation of the effects of user participation, network effect, social influence, and usefulness on stickiness and continued use on Internet communities. In this research, stickiness refers to repeat visit and visit duration to an Internet community. Continued use means the willingness to continue to use an Internet community in the future. Internet community-based companies can earn money through selling the digital contents such as game, music, and avatar, advertizing on internet site, or offering an affiliate marketing. For such money making, stickiness and continued use of Internet users is much more important than the number of Internet users. We tried to answer following three questions. Fist, what is the effects of user participation on stickiness and continued use on Internet communities? Second, by what is user participation formed? Third, are network effect, social influence, and usefulness that was significant at prior research about technology acceptance model(TAM) still significant on internet communities? In this study, user participation, network effect, social influence, and usefulness are independent variables, stickiness is mediating variable, and continued use is dependent variable. Among independent variables, we are focused on user participation. User participation means that Internet user participates in the development of Internet community site (called mini-hompy or blog in Korea). User participation was studied from 1970 to 1997 at the research area of information system. But since 1997 when Internet started to spread to the public, user participation has hardly been studied. Given the importance of user participation at the success of Internet-based companies, it is very meaningful to study the research topic of user participation. To test the proposed model, we used a data set generated from the survey. The survey instrument was designed on the basis of a comprehensive literature review and interviews of experts, and was refined through several rounds of pretests, revisions, and pilot tests. The respondents of survey were the undergraduates and the graduate students who mainly used Internet communities. Data analysis was conducted using 217 respondents(response rate, 97.7 percent). We used structural equation modeling(SEM) implemented in partial least square(PLS). We chose PLS for two reason. First, our model has formative constructs. PLS uses components-based algorithm and can estimated formative constructs. Second, PLS is more appropriate when the research model is in an early stage of development. A review of the literature suggests that empirical tests of user participation is still sparse. The test of model was executed in the order of three research questions. First user participation had the direct effects on stickiness(${\beta}$=0.150, p<0.01) and continued use (${\beta}$=0.119, p<0.05). And user participation, as a partial mediation model, had a indirect effect on continued use mediated through stickiness (${\beta}$=0.007, p<0.05). Second, optional participation and prosuming participation significantly formed user participation. Optional participation, with a path magnitude as high as 0.986 (p<0.001), is a key determinant for the strength of user participation. Third, Network effect (${\beta}$=0.236, p<0.001). social influence (${\beta}$=0.135, p<0.05), and usefulness (${\beta}$=0.343, p<0.001) had directly significant impacts on stickiness. But network effect and social influence, as a full mediation model, had both indirectly significant impacts on continued use mediated through stickiness (${\beta}$=0.11, p<0.001, and ${\beta}$=0.063, p<0.05, respectively). Compared with this result, usefulness, as a partial mediation model, had a direct impact on continued use and a indirect impact on continued use mediated through stickiness. This study has three contributions. First this is the first empirical study showing that user participation is the significant driver of continued use. The researchers of information system have hardly studies user participation since late 1990s. And the researchers of marketing have studied a few lately. Second, this study enhanced the understanding of user participation. Up to recently, user participation has been studied from the bipolar viewpoint of participation v.s non-participation. Also, even the study on participation has been studied from the point of limited optional participation. But, this study proved the existence of prosuming participation to design and produce products or services, besides optional participation. And this study empirically proved that optional participation and prosuming participation were the key determinant for user participation. Third, our study compliments traditional studies of TAM. According prior literature about of TAM, the constructs of network effect, social influence, and usefulness had effects on the technology adoption. This study proved that these constructs still are significant on Internet communities.

1차 협력사의 구매자 및 공급자와의 전략적·운영적 통합이 생산의 유연성에 미치는 영향 (The Effect of Strategic and Operational Integration of 1st supplier's buyer and supplier on Production Flexibility)

  • 김종훈;이태희
    • 통상정보연구
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    • 제18권4호
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    • pp.285-310
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    • 2016
  • 본 연구는 복잡한 공급사슬에서 1차 협력사의 공급사슬통합에 초점을 두고 있다. 즉, 1차 협력사와 공급기업(2차 협력사)과의 전략적 운영적 통합 그리고 1차 협력사와 구매기업(완제품업체)의 전략적 운영적 통합이 1차 협력사의 운영성과(유연성)에 미치는 영향을 실증적으로 규명하고 있다. 이를 위해, 1차 협력사에 해당하는 284개 기업을 대상으로 구조방정식(PLS)을 이용하여 신뢰성, 타당성 및 경로를 검정하였다. 분석결과 1차 협력사와 이해당사자들(완제품업체와 2차 협력사)의 운영적 통합은 생산 프로세스 유연성에 긍정적 영향을 미쳤다. 한편, 1차 협력사와 완제품업체와의 전략적 통합은 생산 유연성에 정의 영향을 미쳤지만, 1차 협력사와 2차 협력사와의 전략적 통합은 생산 유연성에 부정적 영향을 미쳤다. 마지막으로 1차 협력사의 생산 프로세스 유연성은 자사의 생산 유연성에 긍정적 영향을 미쳤다. 본 연구의 시사점은 공급사슬통합의 수준과 범위 그리고 기업 성과에 직 간접적인 영향을 세분화하여 규명하였다는 점에서 의의가 있다.

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미분양아파트 구매의사결정 영향구조 분석: 잔여세대 입주자를 대상으로 (Decision-making Factors and Characteristics for Buying an Unsold Apartment: Focused on Unsold Apartment Residents)

  • 탁정호;노정현
    • 한국산학기술학회논문지
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    • 제18권11호
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    • pp.229-238
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    • 2017
  • 본 연구는 사회 경제적 문제를 발생시키고 있는 미분양아파트 적체물량을 효율적으로 해소할 수 있는 방안을 제시하는데 목적을 두고 있으며, 미분양아파트 입주민의 특성요인을 규명하고, 그중 미분양아파트 입주 시 우선적으로 고려해야하는 요인을 파악하고자 하였다. 또한 입주민 특성요인과 미분양아파트 조건완화특성이 거주만족도를 경유해 재구매의사에 미치는 영향구조를 알아보고자 연구를 진행하였다. 미분양 입주자의 구매의사에 영향을 미치는 요인을 구성하기 위해 앞서 검토한 선행연구를 토대로 구매의사결정 요인과 조건완화특성을 종합화하였다. 우선, 미분양아파트 입주민의 특성요인을 규명하기 위해 선행연구를중심으로 부동산의 물리적, 환경적, 사회적, 경제적 특성 등을 추출하였으며, 부동산 전문가 집단의 FGI(Focus Group Interview)를 통해 분석에 적합한 특성요인을 정리하였다. 다음으로 설정된 가설과 연구모형을 바탕으로 변수간 영향관계를 PLS 구조방정식을 활용하여 분석하였다. 분석결과 미분양아파트 잔여세대 입주민의 경우 구매의사결정에 있어 조건완화혜택이 가장 큰 영향을 미치며, 다음으로 경제적 특성 그리고 주거환경특성이 영향을 미치는 것으로 나타났다. 또한 특성에 기인한 미분양아파트 거주만족도는 재구매의사에도 유의한 영향을 주고 있는 것으로 도출되었다.

공급사슬 내에서 품질지향적 기업문화가 지속가능경영성과에 미치는 영향에 관한 실증연구 (An Empirical Study on the Impact of Quality Oriented Corporate Culture on Sustainability Management Performances)

  • 우무진;박종우;정병영
    • 유통과학연구
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    • 제12권6호
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    • pp.31-39
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    • 2014
  • Purpose - Environmental issues, climatic changes, and greenhouse gases are problems to be solved at a global level. With an increased emphasis on the environmental and social responsibility of the management of companies, the manner in which companies approach quality-oriented culture and their individual sustainability management are being discussed as truly important issues to help them secure their competitiveness and growth strategies. This study proposes strategic directions to help manufacturers not only in expanding their competitive quality-oriented company culture but also in strengthening their sustainability management abilities. This study conducts a literature review and empirical research to examine how significantly the variables of a quality-oriented company culture, customer-centered management, and process-centered and supply chain management-centered cooperation affect sustainability management performance in relation to economic profitability, environmental integrity, and social responsibility. Research design, data, and methodology - To verify research models and hypotheses, the study examined 170 companies using a questionnaire survey conducted over six weeks, and involved the performance of data analysis on 146 samples. Questionnaire responses were calibrated based on a Likert scale. The study used the Smart PLS 2.0 program designed for PLS (partial least squares), an analysis instrument of SEM (structural equation modeling). The study then verified empirical research hypotheses working on reliability analysis, validity analysis, factorial analysis, and path analysis. Results - Among the nine hypotheses, four are accepted and the rest are rejected. A quality-oriented company culture focusing on customer-centered management significantly influenced the maintainability management performance of environmental integrity and social responsibility, while economic profitability was dismissed. A process-focused quality-oriented company culture was significantly concerned with economic profitability but not with environmental integrity or social responsibility. A supply-chain cooperative company culture had a significant effect on economic profitability but not on environmental integrity or social responsibility. Conclusion - This study proposes strategic directions to help manufacturers expand their competitive quality-oriented company culture as well as strengthen abilities with sustainability management. It conducts a literature review and empirical research to examine how significantly the variables of quality-oriented company culture, customer-centered management, and process-centered and supply chain management-centered cooperation affect sustainability management performance in relation to economic profitability, environmental integrity, and social responsibility. There are two main conclusions. First, companies should consider the need for social responsibility management and environmental transparent management-focused maintainability management as avenues to create new markets and business, thereby helping the companies secure a reputation for having a customer and process-centered quality-oriented company culture by creating shared values between supply chains and enabling win-win situations through cooperation. Second, we are marching towards a creative win-win era from a society of conflicts and ruptures. Companies should understand that social responsibility management and supply chain management (SCM)-focused cooperation are the foundations of sustainable development, as they try to improve their culture while pursuing both win-win relationships with interested parties and equity in various conflictive relations.

재창업자의 긍정심리자본이 흡수역량을 통해 의사결정의 질에 미치는 영향에 대한 연구 (A Study on the Influence of Positive Psychological Capital on the Quality of Decision-Making through Absorption Capacity of Re-founders)

  • 전정구;서영욱
    • 벤처창업연구
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    • 제15권6호
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    • pp.155-166
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    • 2020
  • 본 연구는 재창업기업 대표를 대상으로 재창업자의 긍정심리자본 요인인 자기효능감, 희망, 회복탄력성이 흡수역량에 미치는 영향과 재창업자의 흡수역량이 의사결정의 질에 미치는 영향을 고찰하였다. 특히 본 연구는 재창업자에게 심리적 요인들 중 긍정심리자본이 어떠한 영향을 미칠까하는 궁금함에서 출발하였다. 연구대상은 중소벤처기업진흥공단으로부터 재창업 지원자금을 받은 재창업기업 대표를 대상으로 실시하였으며, 조사한 144명의 표본자료를 SPSS 24.0을 활용하여 빈도 분석을 Smart PLS 3.0을 활용하여 구조모형방정식 분석을 실시하였다. 재창업자의 심리적 특성인 긍정심리자본을 자기효능감, 희망, 회복탄력성의 3가지 요인으로 구분하여, 잠재적 흡수역량과 실행적 흡수역량에 미치는 영향을 분석한 결과, 자기효능감은 잠재적 흡수역량에 긍정적인 영향을 미치는 것으로 나타났고, 실행적 흡수역량에는 영향을 미치지 않는 것으로 나타났으며, 희망은 잠재적 흡수역량에 영향을 미치지 않는 것으로 나타났고, 실행적 흡수역량에는 긍정적인 영향을 미치는 것으로 나타났다. 회복탄력성은 잠재적 흡수역량 및 실행적 흡수역량에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 잠재적 흡수역량 및 실행적 흡수역량은 의사결정의 질에 긍정적 영향을 미치는 것으로 나타났다. 이와 같은 연구결과를 바탕으로 실무적 시사점과 이론적 시사점을 제공하고자 한다.