• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.79-87
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• 2017

The previous studies of online entrepreneurship education were conducted only on the effect of education on actual entrepreneurship, but did not analyze the effectiveness of education. In this study, beyond of limits of previous studies, we investigated the effect of social presence on learning expectancy and educational satisfaction. In addition, we examined the influence of learning expectation on the relationship between social presence and educational satisfaction. For the research hypothesis test, we conducted a questionnaires survey on 189 graduate students who taken online courses related to entrepreneurship, hypothesis and questionnaires were made based on the research hypotheses precedent theories. And educational satisfaction was divided into operational satisfaction and content satisfaction. As a results of the analysis using the structural equation model, social presence has a positive effects on learning expectancy. Next, the learning expectancy has a positive effects on the operational satisfaction and the content satisfaction. Finally, when social presence affects operational satisfaction, learning expectation has a complete mediation effects and content satisfaction has a partial mediation effects. The implications of the results of this study were as follows. There was a need for a way to interacted with learners when conducted online entrepreneurial education. When increased the satisfaction level of the learning operation, it is necessary to reduced the burden of learners and raised the expectancy.

• The Journal of Society for e-Business Studies
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• v.17 no.3
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• pp.85-103
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• 2012

This study focused on user evaluation for personalized recommender systems with the integrated view of performance of the system and user attitude of recommender systems. Since users' evaluations of recommender systems can be affected by recommendation outcomes and presentation methods, both system performances based on outcomes and user attitudes formed by the presentation methods should be considered when explaining users' evaluations. However, an integrated view of system performance and user attitudes has not been applied to explain users' evaluation of recommender systems. Thus, the goal of this study is to explain users' evaluations of recommender systems under the integrated view of predictive features and explanation features at the same time. Our findings suggest that social presence, both accuracy and noveltyhave impacts onuser satisfaction for recommender systems. Especially, predictive features including accuracy and novelty affected user satisfaction. Novelty as well as accuracy is one of the significant factors for user satisfaction while recommender systems provided usual items users have experienced when systems provide serendipitous items. Likewise, explanation features with social presence and self-reference were important for user evaluation of personalized recommender systems. For explanation features, while social presence appears as one of important factors to user satisfaction of evaluating personalized recommendations, self-reference has no significant effect on user's satisfaction for recommender systems when compared to the result of social presence. Self-referencing messages did not affect user satisfaction but the levels of self-referencing are different between low and high groups in the experiment.

• Knowledge Management Research
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• v.22 no.1
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• pp.287-308
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• 2021

This study aims to explore how the effects of the perceived social presence on trust and live chat adoption intention vary with the types of live chats in e-commerce context. As technology develops, live chat with the seller in e-commerce is rapidly replaced by AI-assisted live chat called chat-bot. However, it is not well known how the buyers perceive the difference between the chat with seller and the chat-bot. This study therefore proposes first, the perceived social presence toward the seller will influence trust and the live chat adoption. Second, the effects of social presence will be stronger when using live chat with seller than using chat-bot. To validate, we collect data from 232 e-commerce users and confirm the first proposition. However, the higher level of the social presence effect of live chat with seller is not clearly revealed. This study is expected to provide researchers and managers who are interested in AI-based chatbots with useful theoretical and practical implications.

• The Journal of Society for e-Business Studies
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• v.18 no.1
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• pp.191-211
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• 2013

The deployment of social network service(SNS) makes the social network game(SNG) as the new value added service of SNS be popular. But, a few study had identified the reason of this popularity and the elements of SNG. Based on the social presence theory and media richness theory, we had tried to identify three community artifacts (i.e. persistent labeling, self presentation and deep profiling) and two media characteristics(i.e. vividness and interactivity) as the SNG elements in this research. Then we had empirically validated the effect of these elements on the SNGexperience (i.e. social presence, perceived enjoyment) and behavioral intentions (i.e. Continuous usage intention, willingness to pay and loyalty) of the users. We conducted a survey to the actual SNG users. 243 data were collected and analyzed by PLS algorism. The results indicated that the community artifacts mediated by the social presence and media characteristics could significantly affect on the experiences and behavioral intentions. These findings could contribute to identify what element could be the reason of social network game popularity and could also contribute to design more attractive social network game in practice.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.1-23
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• 2016

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

• Korean journal of communication and information
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• v.38
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• pp.119-146
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• 2007

The purpose of this paper is to explore the factors causing adolescents' habitual use of text-based online social interaction (TOSI). The authors of the present study assumed that adolescents' perceived intimacy would affect the use of TOSI. Using structural equation modeling, the influences of perceived social presence and Internet self-efficacy on habitual use of TOSI were examined indirectly as well as directly, with and without intimacy as a mediate factor. The results show that the indirect effects were proven to be stronger compared with the direct effects. Perceived intimacy appeared to encourage more frequent uses of TOSI. The effects of intimacy were even more stronger especially with those who had higher levels of Internet self-efficacy.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.573-593
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• 2020

This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.

• The Journal of the Korea Contents Association
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• v.21 no.1
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• pp.1-11
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• 2021

The users of a chatbot messenger can be better engaged in the conversation if they feel intimacy with the chatbot. This can be achieved by the chatbot's effective expressions of human emotions to chatbot users. Thus motivated, this study aims to identify the appropriate emotional expressions of a chatbot that make people feel the social presence of the chatbot. In the background research, we obtained that facial expression is the most effective way of emotions and movement is important for relationship emersion. In a survey, we prepared moving text, moving gestures, and still emoticon that represent five emotions such as happiness, sadness, surprise, fear, and anger. Then, we asked the best way for them to feel social presence with a chatbot in each emotion. We found that, for an arousal and pleasant emotion such as 'happiness', people prefer moving gesture and text most while for unpleasant emotions such as 'sadness' and 'anger', people prefer emoticons. Lastly, for the neutral emotions such as 'surprise' and 'fear', people tend to select moving text that delivers clear meaning. We expect that this results of the study are useful for developing emotional chatbots that enable more effective conversations with users.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.826-839
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• 2021

The purpose of this study was to provide instructional implications for synchronous online learning at universities by examining variables that influence the outcome of synchronous online learning and investigating the relationships of the variables. To achieve the purpose, self-regulated learning, social presence, learning engagement and perceived academic achievement were measured by 123 university students who had taken synchronous online learning for spring semester in 2020. The collected data were analyzed through SPSS and SPSS PROCESS macro. The results were as follows. First, self-regulated learning and learning engagement significantly predicted perceived academic achievement while social presence did not. Second, self-regulated learning had a direct effect on perceived academic achievement and had an indirect effect on perceived academic achievement through learning engagement. Third, social presence did not have a direct effect on perceived academic achievement, but had an indirect effect on perceived academic achievement through learning engagement. The implications based on the results were suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.464-480
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• 2022

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot's para-social presence on service acceptance intention through consumers' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot's intimacy positively influenced consumers' perceived enjoyment, while the chatbot's understanding had a significant effect on perceived usefulness and ease of use. The chatbot's involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.