• Asia-Pacific Journal of Business
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• v.15 no.1
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• pp.15-31
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• 2024

Purpose - This study explores the causes behind the high rate of impulse purchases in live streaming e-commerce. Design/methodology/approach - The research model is empirically validated with survey data collected from 324 respondents in China, using the Partial Least Squares (PLS) methodology. Findings - We found that the interactivity and visibility of live streaming are key in creating para-social relationships and perceived presence, leading to customers' impulse purchases. Research implications or Originality - This study deepens the understanding of consumers' impulse purchases in live-streaming e-commerce, revealing that para-social relationships and perceived presence developed through real-time interactions can increase impulse buying. It also highlights the differences between relationship-oriented and task-oriented interactions in fostering customers' perceived presence and para-social relationships in live streaming.

• Asia pacific journal of information systems
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• v.33 no.2
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• pp.367-388
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• 2023

This study aimed to examine the factors of information-sharing intention on social networking sites (SNSs) by integrating the perspectives of the institution-based trust, social presence, and theory of reasoned action (TRA). An empirical survey was conducted and 364 valid respondents were collected from Facebook (FB) users in Taiwan. These data were analyzed against the research model using the partial least squares (PLS) structural equation modeling. The findings revealed that situational normality and structural assurance have a positive influenced user trust in SNSs which in turn increased their information-sharing attitudes. Furthermore, the subjective norms, user information-sharing attitudes and social presence of the SNSs were shown to have a positive influenced on user information sharing intention. Finally, this study provided several important theoretical and practical implications to understand factors affecting information-sharing intention on SNSs.

• Management & Information Systems Review
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• v.31 no.2
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• pp.143-172
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• 2012

While e-commerce market(B2C) grows rapidly, many experts argue that EC(B2C) transactions have not reached its full potential. A notable difference between online and offline consumer markets that is suppressing the growth of EC(B2C) is the decreased presence of human and social elements in the online shopping environments. Generally online shopping lacks human warmth and sociability. In this study, social presence in online shopping mall was proposed as a substitute for face-to-face social interaction in the traditional commerce and author explored what variables affect social presence(human warmth and sociability) on online shopping malls and how human warmth and sociability can influence on online store loyalty. To achieve research objectives, we reviewed literatures related with marketing, psychology and communication research areas. Based on literature review, we proposed a research model on the online shopping mall. To examine the proposed research model, we gathered data by using a self-report questionnaire. Respondents consists of online shoppers with at least five or more times of purchase experience in online shopping malls. Because social presence is a feeling which needs frequent contacts with malls to experience, respondents must have enough purchase experiences. The empirical results are as follows : First, shopping mall's customization efforts influence perceived social presence on the mall significantly. Second, shopping mall's responsiveness influences perceived social presence significantly. Third, perceived activity of community of online shopping mall influences perceived social presence significantly. Mall managers have to activate their customer community to reinforce social presence, resulting in trust building. Finally, perceived social presence influences trust and enjoyment on the mall significantly. And then trust and enjoyment on the mall affect store loyalty significantly. From these findings it can be inferred that perceived social presence appears determinant which is critical to the formation of core variables(trust and loyalty) in existing online shopping papers.

• Journal of The Korean Association of Information Education
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• v.16 no.2
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• pp.151-164
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• 2012

The purpose of this study was to examine moderating effect of academic self-efficacy and learning flow between social presence and academic achievement of cyber university students. For this purpose, the 371 students of W cyber university were participated in the web-survey system for two weeks at the end of second semester in 2011. The results of this study through hierarchical multiple regression analysis indicated that social presence significantly predicted on academic achievement. Academic self-efficacy was not significant moderating variable between social presence and academic achievement. And Learning flow was used as a significant moderated variable in the relationships among social presence and academic achievement. Based on these study results, effective management strategies for improving cyber university students' academic achievement were proposed.

• Journal of Fashion Business
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• v.24 no.6
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• pp.135-147
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• 2020

This study explored students' online fashion studio class experiences, and investigated the factors affecting their class satisfaction. An online survey of college students who were enrolled in online studio classes within apparel and fashion-related departments during the spring of 2020 was conducted in June 2020. Responses from a total of 213 participants were included in the final data. Respondents rated lecture clips as the most useful, followed by teacher demonstration and feedback, PowerPoint (PPT) supplements, and Q&As. Frequently mentioned areas of improvement were online platform stability and video quality. Many respondents also stated that more streamlined teacher-student communication channels, immediate and meticulous teacher feedback, the adoption of course contents developed specifically for an online environment, and provisions for equipment usage would be desirable. Student satisfaction of an online fashion design studio class was significantly affected by teaching presence, social presence, online learning system stability, perceived usefulness of teacher's demonstration, and affective response toward COVID-19. Students satisfaction of an online garment construction studio class was significantly affected by teaching and social presence, online learning system stability, and perceived usefulness of teacher's demonstration. Based on these findings, we recommend developing teaching contents and methods that allow students to feel included in class and establish an online system with various functions to enhance the sense of social connection that can enable two-way communication.

• Korean Journal of Culture and Social Issue
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• v.10 no.3
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• pp.83-101
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• 2004

This study investigated the effects of social presence as means of self-awareness and interpersonal-awareness on the cyber-aggressive behavior. The cyber-aggressive behavior (flaming and direct aggression use of character) should be differ from existence of social presence and type of social presence of internet users. To test hypothesis, an experiment was executed a field study on cyberspace, an on-line game, "fortress 2 blue forever". I made a chat-room in the game site to conduct an experiment to 107 person who entered the chat-room and blinded ignorance of this situation made by researchers. As the subjects enter the chat-room, he chats with 3 researchers who were waiting before he gets in. The social presence was operated with 3 phases by the contents of the chat (①control group; nothing, ②experimental group 1; reaction about other people ③experimental group 2; reaction about other people + self-exposure by an exchange information of their home region). The studies show that, subjects of the control group behaved more aggressively than other subjects of the experimental groups(both flaming and direct aggression use of character). Meantime, I compared experimental group 1 with experimental group 2 to investigate difference between the type of social presence. As the result, subjects of the experimental group 1 behaved more aggressively than experimental group 2 (only flaming, there's no difference in direct aggression use of character).

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.203-211
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• 2022

Due to the Corona-19 pandemic, online education has grown worldwide and it is now being predicted that online education will dominate the future of education. This study examines, as characteristics of the human factor, the effect of self-efficacy; as system factors influencing learners' satisfaction with online learning and behavioral intention to use online learning, this study examines perceived social presence and perceived teaching presence. Participating in this study were 236 students who filled out an online survey in return for course credits. Study findings suggest that individuals with high social presence and teaching presence will have higher satisfaction with online learning and higher behavioral intention to use online learning than those with low social presence and teaching presence. The study also found that individuals with high self-efficacy have higher satisfaction with online learning and higher behavioral intention to use online learning than those with low self-efficacy. This study provides theoretical implications as well as practical implications for e-learning educators when it comes to enhancing students' satisfaction with online learning and behavioral intention to use online learning.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.295-310
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• 2023

The current virtual fashion influencers are a hyper-real prototype in that it has a higher presence than the virtual humans in the past. Also, they are leading fashion trend with more than tens of thousands of followers on social media. This study investigated the physical and social presence of virtual fashion influencer perceived by consumer and verified effects on evaluation attributes of influencers and the relationship maintenance behavior. A total of 321 Korean women in their 20s and 30s who have Instagram account participated in the online survey. The data was analyzed using AMOS 23.0. The results revealed that the physical presence had a significant impact on attractiveness of virtual fashion influencers. In case of social presence had a positive effect on friendliness and reliability of virtual fashion influencers. In addition, evaluation attributes of virtual fashion influencers' friendliness, attractiveness and reliability in the order of influence on relationship maintenance behavior. This study suggested that the development of social presence of virtual fashion influencers with friendliness and attractiveness is more important than the physical presence that has already reached a high level.

• Journal of the Korea Convergence Society
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• v.11 no.7
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• pp.145-150
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• 2020

It needs to explain the relationship between influencers and consequences to use continuity of social media. To address this question, we have developed an framework and made hypotheses to explicate and analyze influencers(social presence, perceived privacy risk, perceived enjoyment, commitment, and community identification) to the attitude and continuity of social media. To test empirically, data collected from on and line survey and resolved by structural equation model. We found that social presence, perceived enjoyment and commitment influence to the attitude and continuity of social media. Finally, the theoretical and practical implications of theses results are discussed also research limitation and future research directions.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.155-168
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• 2007

Social and psychological experiences in human-agent interactions are becoming more important than the task-oriented efficiency, as the influence of computer agents increases and human-agent interaction develops similarly with interpersonal interaction. Many previous studies aimed to increase social presence in human-agent interaction, in order to derive users' positive psychological experiences, by applying the factors of interpersonal communication to verbal and non-verbal communication of the agents. This study examined the effects of the exchanges of mutual self-disclosure, one of the most important communication acts in interpersonal communication, between users and interface agents. Users' attachment styles towards the perception of social presence, the evaluations toward the agents, user experiences, and the intentions for future interaction were also studied. The mediating role of social presence in dependent variables was, also, examined in this research. The results showed that exchanging self-disclosures with an agent increased the perceptions of social experience, friendly evaluations toward the agent, positive user experience, and the intentions for future interaction. Participants' attachment styles, also, affected the perceptions of the dependent variables. The effects of the exchanges of self-disclosure and participants' attachment styles were mediated by perceived social presence toward the agent. The findings of this study imply that the social and communicational aspects need to be considered in design of the agents seriously. The results also suggest that there may be differences in the psychological effects of agents on users according to the users' personality.