• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.147-187
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• 2008

Online game researchers focus on the flow and factors influencing flow. Flow is conceptualized as an optimal experience state and useful explaining game experience in online. Many game studies focused on the customer loyalty and flow in playing online game, In showing specific game experience, however, it doesn't examine multidimensional experience process. Flow is not construct which show absorbing process, but construct which show absorbing result. Hence, Flow is not adequate to examine multidimensional experience of games. Online game is included in hedonic consumption. Hedonic consumption is a relatively new field of study in consumer research and it explores the consumption experience as a experiential view(Hirschman and Holbrook 1982). Hedonic consumption explores the consumption experience not as an information processing event but from a phenomenological of experiential view, which is a primarily subjective state. It includes various playful leisure activities, sensory pleasures, daydreams, esthetic enjoyment, and emotional responses. In online game experience, therefore, it is right to access through a experiential view of hedonic consumption. The objective of this paper was to make up for lacks in our understanding of online game experience by developing a framework for better insight into the hedonic experience of online game. We developed this framework by integrating and extending existing research in marketing, online game and hedonic responses. We then discussed several expectations for this framework. We concluded by discussing the results of this study, providing general recommendation and directions for future research. In hedonic response research, Lacher's research(1994)and Jongho lee and Yunhee Jung' research (2005;2006) has served as a fundamental starting point of our research. A common element in this extended research is the repeated identification of the four hedonic responses: sensory response, imaginal response, emotional response, analytic response. The validity of these four constructs finds in research of music(Lacher 1994) and movie(Jongho lee and Yunhee Jung' research 2005;2006). But, previous research on hedonic response didn't show that constructs of hedonic response have cause-effect relation. Also, although hedonic response enable to different by stimulus properties. effects of stimulus properties is not showed. To fill this gap, while largely based on Lacher(1994)' research and Jongho Lee and Yunhee Jung(2005, 2006)' research, we made several important adaptation with the primary goal of bringing the model into online game and compensating lacks of previous research. We maintained the same construct proposed by Lacher et al.(1994), with four constructs of hedonic response:sensory response, imaginal response, emotional response, analytical response. In this study, the sensory response is typified by some physical movement(Yingling 1962), the imaginal response is typified by images, memories, or situations that game evokes(Myers 1914), and the emotional response represents the feelings one experiences when playing game, such as pleasure, arousal, dominance, finally, the analytical response is that game player engaged in cognition seeking while playing game(Myers 1912). However, this paper has several important differences. We attempted to suggest multi-dimensional experience process in online game and cause-effect relation among hedonic responses. Also, We investigated moderate effects of perceived complexity. Previous studies about hedonic responses didn't show influences of stimulus properties. According to Berlyne's theory(1960, 1974) of aesthetic response, perceived complexity is a important construct because it effects pleasure. Pleasure in response to an object will increase with increased complexity, to an optimal level. After that, with increased complexity, pleasure begins with a linearly increasing line for complexity. Therefore, We expected this perceived complexity will influence hedonic response in game experience. We discussed the rationale for these suggested changes, the assumptions of the resulting framework, and developed some expectations based on its application in Online game context. In the first stage of methodology, questions were developed to measure the constructs. We constructed a survey measuring our theoretical constructs based on a combination of sources, including Yingling(1962), Hargreaves(1962), Lacher (1994), Jongho Lee and Yunhee Jung(2005, 2006), Mehrabian and Russell(1974), Pucely et al(1987). Based on comments received in the pretest, we made several revisions to arrive at our final survey. We investigated the proposed framework through a convenience sample, where participation in a self-report survey was solicited from various respondents having different knowledges. All respondents participated to different degrees, in these habitually practiced activities and received no compensation for their participation. Questionnaires were distributed to graduates and we used 381 completed questionnaires to analysis. The sample consisted of more men(n=225) than women(n=156). In measure, the study used multi-item scales based previous study. We analyze the data using structural equation modeling(LISREL-VIII; Joreskog and Sorbom 1993). First, we used the entire sample(n=381) to refine the measures and test their convergent and discriminant validity. The evidence from both the factor analysis and the analysis of reliability provides support that the scales exhibit internal consistency and construct validity. Second, we test the hypothesized structural model. And, we divided the sample into two different complexity group and analyze the hypothesized structural model of each group. The analysis suggest that hedonic response plays different roles from hypothesized in our study. The results indicate that hedonic response-sensory response, imaginal response, emotional response, analytical response- are related positively to respondents' level of game satisfaction. And game satisfaction is related to higher levels of game loyalty. Additionally, we found that perceived complexity is important to online game experience. Our results suggest that importance of each hedonic response different by perceived game complexity. Understanding the role of perceived complexity in hedonic response enables to have a better understanding of underlying mechanisms at game experience. If game has high complexity, analytical response become important response. So game producers or marketers have to consider more cognitive stimulus. Controversy, if game has low complexity, sensorial response respectively become important. Finally, we discussed several limitations of our study and suggested directions for future research. we concluded with a discussion of managerial implications. Our study provides managers with a basis for game strategies.

• Journal of the Korean Geosynthetics Society
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• v.12 no.4
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• pp.1-10
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• 2013

Recently, the closed landfills are usually converted into parks or playground by the check the stability of landfill because they settle unevenly making them unsuitable for structures. When the closed landfill reuse, environmental and structural stability is important. To increase the bearing capacity and reduce the probable settlement of a foundation on waste disposal ground, a layer of geosynthetics(Geocell) is placed on the waste disposal ground. In this paper, the analysis of long-term settlement parameter correlation was performed, also the evaluation of bearing capacity reinforcement effect was conducted by field test. The settlement measured in the field, and input the same ground index when an integer to identify each model were compared by calculating the settlement. In addition, by adjusting the parameters of each model to identify the most similar to the value of field measurement parameters were calculated. Based on the analysis results, when the using the Park's model C(intermediate) = 0.0678, the expected settlement is similar to the field measurement results. Also, the bearing capacity of geocell reinforced ground is 1.193~1.554 times higher than that of unreinforced ground.

• Journal of Technology Innovation
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• v.26 no.2
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• pp.37-68
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• 2018

This study examines the effects of entrepreneurial orientation and external oriented organizational culture on the firm perfornamance focusing on mediating effects of open innovation. The survey was conducted on Korean manufacturing firms with 100-5,000 employees among listed companies and external auditing companies. The validity of the research model and hypotheses was verified through analysis of structural equation model for 283 valid responses. Empirical results show that entrepreneurial orientation positively affects both open innovation and firm's performance. The external oriented organizational culture of firms appears to be positive effects on open innovation, but the effect between the external oriented organizational culture and firm's performance shows no statistical significance. Open innovation have positive effects on firm performance. In addition, a test for mediation effects of open innovation reveals that a full mediation exists between the external oriented organizational culture and firm's performance, while there is a partial mediation effect between entrepreneurial orientation and firm's performance. This study contribute to the literature by deepening understanding on the open innovation. We propose an integrated model for examining antecedent factors, open innovation and performance.

• Journal of Distribution Research
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• v.11 no.3
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• pp.55-78
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• 2006

In business-to-business setting, dyadic relationships between firms are of paramount interest. Recent developments in business practice strongly suggest that to understand these business relationships, greater attention must be directed to the embedded context within which dyadic business relationships take place. As a result, it is important to develop an understanding which is to move from dyadic business relationship to business networks. The purpose of the current study is (1) to identify types of network benefits: information acquisition, access to tangible resources, cooperative support from network members, (2) to model network benefit efforts on a customer orientation for customer firm, (3) to examine the relationship between network characteristics and network benefits. Adopting resource-based view and social capital theory, the conceptual model is proposed. In order to develop and test a model, this paper was empirically to examine how network characteristics can reinforce network benefits leading to focal firm's customer orientation using 123 firms. Through structural equation modeling, this research found that (1) density influences information acquisition, access to tangible resources, cooperative support from network members, (2) centrality increases information acquisition, access to tangible resources. We also find that information acquisition, access to tangible resources, cooperative support from network members enhances focal firm's customer orientation. Finally, We discuss several theoretical and practical implications, and suggest limitations for the research and future research issue.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.6
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• pp.197-208
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• 2017

The purpose of this study was to construct and test a structural equation model for college student's gambling behavior. A structured questionnaire was completed by 246 college students to analyze the relationships between perspective factors(irrational gambling belief), psychological factors(depression, anxiety), social factors(parental monitoring, parental support, friend support), self-control and gambling behavior. The moderating effects of gender, friends and family's gambling behaviors were examined. The data were analyzed using SPSS 21,0 and AMOS 20.0 programs. Self-control and psychological factors directly affected the college student's gambling behavior, while perspective factors and social factors affected it indirectly. The model fit indices of the modified model were suitable for the recommended levels. The overall study findings suggest the need to develop a gambling prevention program for college students that reinforces self-control, parental monitoring and support, and friend support while reducing irrational gambling belief, depression, and anxiety. An approach that considers gender and a development of a group counseling program for family or friends are also required.

• The Journal of Industrial Distribution & Business
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• v.10 no.1
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• pp.59-67
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• 2019

Purpose - The Millennial Generation, which grew in the wake of the spread of the Internet and rapid changes in the media environment, is rapidly moving from the traditional broadcasting environment to the Internet-broadcasting environment in terms of content acceptance. With the emergence of UGC (User-generated content), the change in the status of single-person content creators enables the growth of multi-channel networks (MCN), a new content-distribution platform and an agency concept for single creators. Youtube-based MCN produces multiple single star producers and casts and provides its own video series through Youtube. It is also emerging as a major M&A target for global media providers in terms of providing content to a wide range of consumers with the same interests and consumption characteristics. In addition, for the Millennials generation, which are part of their lives, MCN is becoming the most suitable media for TGIF (Twitter, Google, i-phone, Facebook). Accordingly, this study defines newly emerging MCNs and analyzes the factors for accepting MCN-produced content based on the push-pull-mooring (PPM) model. Research design, data, and methodology - An empirical analysis is performed through a questionnaire survey. For this purpose, 204 people who have experience of watching MCN were studied. Collected data is processed through analysis of a structural equation model using R to test the hypothesis. Results - For the MCN service to become an alternative to existing media, it is necessary to continuously promote cultural diversity and diversity of attempts that conventional media cannot provide. It is the attractiveness of the alternative that has the greatest influence on the intention to switch to a MCN service. When we look at MCN content so far, certain patterns such as game progress, introduction, food, and chat rooms have already appeared. We need to overcome this and develop a completely new conceptual content that we have never seen before. This requires a more generous viewer perception of the topics covered. For diversity, linguistic and verbal violence should be tolerant in common sense to provide a foundation for securing cultural diversity. Conclusions - In this study, we tried to develop a comprehensive approach to the substitution effect of MCN. In terms of academic achievement, the PPM model is used to enhance the utilization of media and broadcasting. Practical implications are to provide an analytical framework for verifying alternative or complementary effects when viewers switch to MCN.

• Journal of Distribution Science
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• v.9 no.4
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• pp.29-42
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• 2011

With the many advantages of the internet, online shopping has become one of the fastest growing types of retail businesses. However, internet-based firms are much more firmly required to retain existing customers rather than secure new ones, and to make them revisit the site by strengthening trust and loyalty, thereby improving profits and outrivaling competitors. Commitment is an essential part of successful long-term relationships between buyers and sellers. Although commitments by both parties in an exchange can provide the foundation for the development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. Moreover, flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to the extent of computer use. The level of flow was, itself, determined by the individual's sense of being in control, and the level of challenge perceived in maneuvering a website. Website attractiveness goes hand in hand with the attractiveness of an internet shopping mall, and it can be conceptualized as the persuasive effectiveness of a message by the use of familiarity, favor, similarity, etc. It occurs when information receivers try to achieve self-satisfaction when they actually or emotionally identify themselves with an information source. This study investigates the relationship between the perceived system characteristics of an internet shopping mall and the loyalty of online consumers, and it examines how perceived website attractiveness and flow play mediating roles between the perceived system characteristics of an internet shopping mall and the affective commitment in the context of a clothes internet shopping mall. For these purposes, a structural model comprising several variables was developed. That model was tested with an analysis of moment structure (AMOS) using data from respondents who had purchased clothing through the internet during the past three months. In this model, the perceived system characteristics of an internet shopping mall, such as familiarity, reputation, uniqueness, positive emotions, self-efficacy, and interactivity, were proposed to affect the website's attractiveness and flow, and lead to a higher affective commitment over time. Thus, the perceived website attractiveness and flow were proposed as core mediating variables between perceived system characteristics and affective commitment. The results of a reliability test using Cronbach's Alpha, and a confirmatory factor analysis warranted using unidimensionality for the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of a correlation analysis. The results of empirical analyses indicated that systematic attributes resulting in website attractiveness and user's characteristics, thereby triggering customers' flow, play a crucial role in inducing customers' affective commitment, and a user's characteristics are twice as important as systematic attributes in this study. Moreover, familiarity, reputation, and uniqueness all have a significant effect on website attractiveness, and the research showed that uniqueness took the first place, and that familiarity and reputation followed in order of magnitude. The fact that reputation was not the most important factor that affects the attractiveness of an internet shopping mall, with uniqueness or familiarity having a greater impact, suggests much deeper implications. Finally, positive emotion, self-efficacy, and interactivity all have a significant effect on customers' flow. In particular, the fact that positive emotion, compared to self-efficacy or interactivity, has much more impact on flow is very suggestive.

• Journal of Korean Society of Steel Construction
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• v.27 no.1
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• pp.31-42
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• 2015

The plastic stress distribution method and the strain compatibility method are the two representative methods to calculate the P-M interaction strength of RCFT (rectangular concrete filled tube) columns. The plastic stress distribution method is approximate while the stress compatibility method should approach the exact solution if accurate constitutive relations of the materials involved are used. Recent study by the authors pointed out that, because of lack of accurate constitutive model for the concrete confined by the rectangular steel tube, no strain compatibility method according to the current structural provisions provides a satisfactory prediction of the P-M interaction strength of RCFT columns under various material combinations. An empirical constitutive model which can capture the stress-strain characteristics of the confined concrete of RCFT columns is proposed based on analyzing extensive exisitng test database. The key idea was to define the concrete crushing strain as a function of steel-to-concrete strength ratio and width-to-thickness ratio of steel tube. It was shown that the proposed model leads to more accurate and more consistent prediction of the P-M interaction strength of RCFT columns under general design conditions.

• Journal of muscle and joint health
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• v.8 no.1
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• pp.27-50
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• 2001

Rheumatoid arthritis is a chronic systemic autoimmune disease. Although the joints are the major loci of the disease activity, fatigue is a common extraarticular symptom that exists in all gradations of rheumatoid arthritis. Fatigue is defined as a subjective sense of generalized tiredness or exhaustion and has multiple dimensions. Therefore fatigue is a common and frequent problem for those with rheumatoid arthritis. In fact, 88-100% of individuals with rheumatoid arthritis experience fatigue. Especially the degree of fatigue is higher in women than men with rheumatoid arthritis. Despite the importance of fatigue among the patients with rheumatoid arthritis, the mechanism that leads to fatigue in rheumatoid arthritis is not completely understood. This study was intended to test and validate a model to predict fatigue in women with rheumatoid arthritis. Especially it was intended to identify the direct and indirect effects of the variables of pain, disability, depression, sleep disturbance, morning stiffness, and symptom duration to fatigue. Data were collected by questionnaires including Multidimensional Assesment of Fatigue(Tack, 1991), numeric scale of pain, graphic scale of joints, Ritchie Articular Index, Korean Health Assessment Questionnaire(Bae, et al., 1998), Inventory of Function Status(Tulman, et al., 1991), Center for Epidemiologic Studies-Depression, and Korean Sleep Scale(Oh, et al 1998). The sample consisted of 345 women with a mean duration of rheumatoid arthritis for 10.06 years and a mean age of 49.64 years. SPSS win and Win LISREL were used for the data analysis. Structural equation modeling revealed the overall fit of the model. Pain predicted fatigue directly and indirectly through disability, depression, and sleep disturbance. Disability, sleep disturbance predicted fatigue only directly, while depression only indirectly through disability and sleep disturbance. Also morning stiffness and symptom duration predicted fatigue through disability and depression. All predictors accounted for 65% of the variance of fatigue. Depression, pain, and disability predicted sleep disturbance. Depression had reciprocal relationship with disability and they both were predicted by pain directly and indirectly. In summary, pain, depression, disability, sleep disturbance, morning stiffness, and symptom duration contributed to the fatigue of patients with rheumatoid arthritis. The best predictor of fatigue was pain. This finding indicates that the modification of pain, depression, disability, sleep disturbance, morning stiffness could be nursing intervention for relief or prevention of fatigue.

• Journal of the Korea Concrete Institute
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• v.17 no.6 s.90
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• pp.993-1000
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• 2005

Various types of FRP materials have been applied for structural strengthening of RC beams in various forms. When CFRP plates are used, a premature failure used to occur before enough strengthening effect appears. This is primarily due to the rip-off of CFRP Plate attached on RC beams. Despite of numerous studies on the rip-off failure of externally strengthened RC beams, its failure mechanism is not definitely clarified yet. Investigations from literatures have shown that the rip-off failure is dependant on the vertical and shear stresses at the level of main reinforcements in RC beams. This study suggests an analytical model to Investigate the rip-off failure load based on the stress states at the level of main reinforcements. The proposed model is relatively simple and produces very comparable results to the test data. It is believed that the proposed model can be successfully used to provide more information on the rip-off failure mechanisms and its prevention.