• 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.

• 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.

• Asia Marketing Journal
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• 제24권2호
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• pp.39-50
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• 2022

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers' stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers' behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers' stickiness and purchase intention. Higher trans-parasocial relations further lead to stronger viewers' fanship toward influencers and increases their willingness to stay longer or make purchases on live streaming platforms. These findings further the understanding of influencer-viewer relations and viewers' behavior on live streaming platforms and provide valuable insights into influencer marketing and live streaming.

• 한국IT서비스학회지
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• 제12권4호
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• pp.25-40
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• 2013

Recently, social network services (SNSs) most notably in Facebook, Twitter, Linkedin have became a worldwide sensation more than the other internet services. This study suggested social conformity theory is appropriate tools for diagnosis to rapid adoption and diffusion of SNSs. Based on previous research, we suggested three different aspects of social conformity:social imitation conformity, social connection conformity, and social comparative conformity. Namely conformity has positive effect on user's three kinds of commitment which called continuance, normative, and affective commitment. we investigated user's commitment to the SNSs have positive effects on user's stickiness intention. Finally, we presented useful implications related to academy and industry.

• Asia pacific journal of information systems
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• 제31권1호
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• pp.76-101
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• 2021

Digitalization and digital transformations have metamorphized the face of Financial Inclusion globally, more so, in cash obsessed economies like India. The purpose of our study is to empirically analyze the users' intention to adopt digital payment systems, post Demonetisation, during the COVID-19 pandemic in India. The conceptual framework for the study is based on the Unified Theory of Acceptance and Use of Technology (UTAUT) adoption model with added operationalized constructs of Perceived Risk and Stickiness to use Cash. A total of 326 respondents were surveyed using a pre-tested questionnaire during the Nationwide Lockdown 3.0 in India. These responses were analyzed using Partial Least Squares - Structural Equation Modelling (PLS-SEM) technique. The findings of the study revealed that performance expectancy and facilitating conditions directly influence the intention of individuals to use digital payment systems, whereas the effect of perceived ease of use on digital payment systems is mediated through the attitude towards the digital payment systems during COVID-19 pandemic situation. Implications of the proposed adoption model are discussed. This will enable the other developing economies to formulate a digital ecosystem, that is here to stay even after the pandemic.