• Journal of Information Technology Applications and Management
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• 제15권3호
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• pp.169-194
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• 2008

Recently, the concept of web site stickiness receives attention as a measure of strategy to influence user's visit and behavior on web sites. Web site stickiness means site visit frequency and stay duration. This study investigates the moderating effect of espoused national cultural values on Internet community stickiness with the assumption that dimensional values of national culture can be internalized as individual’s espoused values. Espoused values (i.e., espoused national cultural values) are defined as the degree to which an individual embraces the values of his or her national culture. Our findings can be summarized as follows. First, femininity and power distance moderate the influence of user participation on Internet community stickiness. Second, uncertainty avoidance and power distance moderates the effect of social influence on Internet community stickiness. However, femininity and collectivism do not moderate the effect of social influence on Internet community stickiness. Third, uncertainty avoidance, femininity, and collectivism moderate the influence of network effect on Internet community stickiness. Fourth, masculinity does not moderate the influence of usefulness on Internet community stickiness.

• 패션비즈니스
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• 제14권2호
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• pp.166-178
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• 2010

The purposes of this study were to investigate the impacts of interactivity, site stickiness, and switching barrier on intention to use. For this purpose, the study tested covariance structural model which set relationships among independent variable(interactivity), meditated variables(site stickiness and switching barrier), and dependent variable(intention to use). The data were collected from a sample of 239 internet shopper of college female students. The covariance structural model and research hypothesis analyzed by using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity had a positive influence on site stickiness, switching barrier, and intention to use. And it was found to have a indirect effect on intention to use through site stickiness and switching barrier. Third, site stickiness had a positive influence on switching barrier. Forth, site stickiness and switching barrier had a positive impact on intention to use.

• Journal of Korea Trade
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• 제26권5호
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• pp.23-38
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• 2022

Purpose - This research intends to find out whether R&D cost stickiness shows differentiated aspects depending on exports in Korea. A cost behavior that indicates a lower rate of costs decrease when sales decrease than the rate of costs increase when sales increase is called cost stickiness. This sticky cost behavior is caused by considering the adjusting costs. This study aims to empirically verify that R&D cost stickiness is greater in export firms than in non-export firms. We also investigate the effect of exports on R&D cost stickiness is nonlinear. Design/methodology - We obtain data for the analysis from Kis-Value and TS2000 from 2012 to 2020. This study tests for R&D cost stickiness of exports using the cost stickiness model developed by Anderson et al. (2003) that is used in a lot of prior literature. To explore the nonlinear behavior of R&D cost stickiness we include a quadratic term of exports in our model. Findings - The results of our analysis are as follows. First, we observed that R&D costs of export firms are more sticky than that of non-export firms. Our result indicated that export firms are less likely to reduce R&D costs in decreasing sales periods in preparation for future sales recovery. Second, our empirical evidence shows that export firms view R&D costs much favorably. However, we hypothesize that the effect of export intensity on R&D costs may not necessarily be linear. Our result shows the effect of exports intensity on R&D stickiness is thus nonlinear, forming a reverse U-shaped curve. When export intensity exceeds a certain threshold, the growth rate of R&D costs appears to be viewed negatively. Firms with relatively high export intensity do not support R&D costs, viewing them as taking away firms' resources from other more productive costs. On the contrary, those with export intensity under the threshold view R&D costs as beneficial and therefore promote further R&D costs when revenue decreases. Originality/value - The results of this research can contribute academically to the expansion of empirical research on R&D cost stickiness. R&D cost stickiness varies by industry. As a result of our research, the managers of export firms recognize the importance of R&D to lead innovation. We expected that this research contributes to further studies on R&D costs and cost stickiness. Second, this research has implications from a business perspectives. Our findings of export firms' R&D stickiness suggest that export firms' managers should consider keeping the stickiness of R&D when revenue decreases because it is essential for exporting firms to maintain their R&D stickiness to secure long-term competitiveness. R&D stickiness can be used on a practical basis to emphasize the need for continuous investment in exporting firms' R&D activities.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.573-581
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• 2021

This paper examines the effect of e-service quality on the users of the Facebook marketplace. Users can always have stickiness intention. Stickiness intention is regarded as repetitive visits to and use of a certain website because of a commitment to continue using that website. Hence, we examine and explain the influence of e-service quality variables on stickiness intention. The variables used for e-service quality include efficiency, fulfillment, system availability, and privacy. The researchers related stickiness intention variable to online media users who always use the Facebook marketplace longer than other marketplaces, and users who visit the Facebook marketplace more often than other marketplaces. The method of data analysis was using inferential statistics GeSCA method. The GeSCA method is a Structural Equation Modeling (SEM) technique that can directly analyze latent variables, indicators, and measurement errors. The results of the GeSCA method before the COVID-19 pandemic states that an increase in e-service quality by 77.5% will increase stickiness intention by 61.2%. The results of the GeSCA method after the COVID-19 pandemic states that an increase in e-service quality by 85.2% would increase stickiness intention by 81.1%. This indicates that Facebook marketplace users had more stickiness intention for the Facebook marketplace.

• Journal of Korea Trade
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• 제25권2호
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• pp.196-219
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• 2021

Purpose - We attempted to empirically verify the effects of managerial attributes on cost stickiness in exporters. Exporters are often affected not only by external factors such as exchange rate but also by internal factors such as managerial attributes regarding their business activities. Because cost stickiness is the product of a manager's decision-making, it has been considered that managerial attributes have a great influence on the behavior. Therefore, our study was intended to find out whether cost stickiness shows differentiated aspects depending on managerial attributes in exporters. Design/methodology - We considered two managerial attributes: CEO power and managerial overconfidence. First, CEO power was measured as CEO pay slice. In addition, managerial overconfidence was measured based on three methodologies presented by previous studies. To measure cost stickiness, we used multiple methodologies presented by prior research. Findings - The results of our empirical analysis are as follows. First, in export firms, the greater CEO power is, the greater cost stickiness is. This result suggested that export managers with great influence little respond to temporary sales decrease promptly, little reduce related production costs flexibly in preparation for future sales recovery, but leave room to endure costs for idle resources. Second, the greater managerial overconfidence is, the greater cost stickiness is. This result indicated that export managers with great overconfidence on their decision-making often view the prospect for sales recovery positively; therefore, they little respond to temporary sales decrease immediately, little reduce related production costs flexibly for future sales recovery, but leave room to endure costs for idle resources. Third, export managers with great influence in their businesses and great overconfidence in their decision-making tend to show relatively great cost stickiness. The results proposed that the combination of the two factors functions to make cost stickiness greater. Originality/value - Our study is differentiated from extant studies in that we provided empirical evidence of the effects of managerial attributes on their business activities in exporters. Specifically, we verified the effects of managerial attributes on cost stickiness in Korean exporters. The results of our study are expected to contribute to providing useful information for exporters and start-ups.

• 아태비즈니스연구
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• 제13권3호
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• pp.93-118
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• 2022

Purpose - Export marketers may have incentives to attempt real earnings management to avoid low reported earnings. Therefore, we attempted to verify the relationship between cost stickiness and real earnings management in the context of export marketing. Design/methodology/approach - Data were collected from exporters that settle-accounts in December excluding financial businesses listed on the stock market from 2015 to 2019. Multiple regression analysis were employed to analyze the data. Findings - The results showed that there is a negative relationship between cost stickiness and real earnings management. In addition, the results showed that export marketers little attempt to offset the cost inefficiency caused by the increase in expense because of cost stickiness with opportunistic management activities through real earnings management. Rather, as the level of real earnings management appears lower, exporters showing cost stickiness are expected to report management performance based on actual marketing. Furthermore, exporters with a high level of managerial centrality or high managerial overconfidence little attempt to offset cost inefficiency caused by cost stickiness with real earnings management activities. Research implications or Originality - Our study is the first to investigate the quality of earnings information of exporters with cost stickiness. Based on the results, we suggested efficient marketing strategies for exporters.

• 산경연구논집
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• 제13권1호
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• pp.11-21
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• 2022

Purpose: This study predicted cost asymmetry as a determinant of investment efficiency, and empirically analyzed the relationship between cost stickiness and investment efficiency. Research design, data and methodology: Using a sample of 4,382 Korean firm-year observations over 2011-2017 period, I examined the relationship between cost stickiness and investment efficiency. Asymmetrical cost behavior is measured as model of Homburg and Nasev (2008) and model of Park, Koo, and Pae (2012). Investment efficiency is measured as Chen, Hope, Li, and Wang (2011)'s model. Results: Firms with cost stickiness are less efficient in their investment than firms with non-cost stickiness. In other words, cost stickiness is an empirical result that supports the previous research on cost decision-making from perspective of managers pursuing private benefits due to information asymmetry. Conclusions: By showing that the manager's decision-making on the cost behavior affects the investment efficiency corresponding to capital management, the implications for the mechanism for efficient capital management are provided. Through the empirical results, it was shown that the cost stickiness is a product of opportunistic cost decision-making due to information asymmetry, and it is to present evidence that expands the meaning of the causes of asymmetric cost behavior.

• 한국의류학회지
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• 제33권9호
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• pp.1472-1482
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• 2009

This study identifies how website attributes impact consumer loyalty to websites. For this purpose, the study tested covariance of a structural model which set relationships among independent variables (trust and site stickiness), meditated variables (relationship commitment), and dependent variables (website loyalty). The data were collected from a sample of 239 female college internet student shoppers. The covariance structural model and research hypothesis are analyzed using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is significantly accepted. Second, trust and stickiness have a positive influence on the relationship commitment. Third, trust, stickiness, and relationship commitment have a positive impact on website loyalty. Forth, even if stickiness has no positive influence on website loyalty, it has a significant effect on website loyalty through the relationship commitment.

• 한국IT서비스학회지
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• 제12권3호
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• pp.23-37
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• 2013

Social commerce is a subset of e-commerce that involves using social media, and user contributions to assist in the online buying and selling of products and services. Given the rapid growth of social commerce sites such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing decision-making processes in the social commerce environment. This study developed a theoretical model to examine the role of social commerce site's stickiness in customers' repurchasing decision processes. This study identifies price attribute, variety of selection, shopping enjoyment, and anger as the key factors of social commerce site's stickiness. Data collected from 164 users who had more purchasing experiences with social commerce for more than 7 months were empirically tested against the research model. The analysis results indicate that social commerce site's stickiness plays an important role in enhancing customer's purchasing behavior. Moreover, price attribute and shopping enjoyment significantly influence social commerce site's stickiness, whereas anger does not significantly affect consumer purchasing decision-making processes. However, contrary to our expectation, variety of selection negatively influences social commerce site's stickiness. The theoretical and practical implications of the findings are described.

• 마케팅과학연구
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• 제8권
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• pp.139-164
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• 2001

본 연구는 웹 상의 브랜드역할과 브랜드 충성도에 대한 개념, 홉입력에 대한 개념제시와 함께 웹의 보편적 특성인 상호작용성, 건텐츠, 커뮤니티와 흡입력 및 브랜드 충성도간의 영 향관계를 검증하고, 웹 흡입력이 이용자들의 웹 브랜드 충성도와의 관계에서 매개변수로서 의 역할을 하는지 검증하는 것이다. 실증분석 결과, 웹이 가지는 가장 보펀적인 특성인 상호작용성, 컨텐츠, 커뮤니티는 웹의 흡입력에 긍정적인(+) 영향을 미치는 것으로 나타났다. 이러한 결과는 이용자들과의 긴밀한 커뮤니케이션과 풍부한 내용, 그리고 커뮤니티를 통한 이용자들에게 소속감을 부여함으로써 웹에 이용자들이 더 지속적으로 방문하게, 더 자주 방문하게 되고, 해당 웹사이트에서 깊이 있는 네비게이션을 하는 중요요소로 작용할 수 있음을 나타낸다. 그리고, 웹의 상호작용성, 컨텐츠, 커뮤니티와 웹 브랜드 충성도간의 영향관계에 있어서 웹 흡입력은 매개역할을 하는 것으로 나타났다. 이는 방문 지속성, 빈도, 항해의 갚이라는 웹 흡입력을 통해서 웹 브랜드 에 대한 충성도로 나타날 수 있다는 것을 의미한다. 이는 이론 및 실무적 차원에서 많은 것 을 시사하고 있는데, 웹의 특성이 웹의 흡입력에 영향을 미친다는 결과는 홉입력에 대한 기 존 연구가 미비한 현 시점에서 중요한 기초자료를 제공해주고 있다는 것을 의미한다.