• Title/Summary/Keyword: Structural and Reliability Importance

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A Structural Model for Quality of Life in Women Having Hysterectomies (여성의 자궁절제술후 삶의 질 구조모형)

  • 김숙남
    • Journal of Korean Academy of Nursing
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    • v.29 no.1
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    • pp.161-173
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    • 1999
  • The purpose of this study was to develope and test the structural model for quality of life in women having hysterectomies. A hypothetical model was constructed on the basis of previous studies and a review of literature. The conceptual framework was built around eight constructs. Exogenous variables included in this model were marital intimacy, importance of uterus, professional support, positive coping behavior and pre-operative symptoms. Endogenous variables were spouse's support, sense of loss and quality of life. Empirical data for testing the hypothetical model was collected using a self-report questionnare from 203 women having hysterectomies at the outpatient clinics of four general hospitals and a mail survey in Pusan City. The Data was collected from December, 1997 to January, 1998. Reliability of the eight instruments was tested with Cronbach's alpha which ranged from 0.639-0.915. For the data analysis, SPSS 7.5 WIN Program and LISREL 8.12 WIN Program were used for descriptive statistics and covariance structural analysis. The results of covariance structure analysis were as follows : 1. Hypothetical model showed a good fit with the empirical data. [$\chi$$^2$=6.93(df=5, P=.23), GFI=.99, AGFI=.94, RMSR=.019, NNFI=.97, NFI=.98, CN=440, standardized residuals(-2.14-2.10)] 2. For the parsimony of model, a modified model was constructed by deleting 3 paths and adding 1 path according to the criteria of statistical significance and meaning. 3. The modified model also showed a good fit with the data. [$\chi$$^2$=5.26(df=7, P=.63), GFI=.99, AGFI=.97, RMSR=.014, NNFI=1.02, NFI=.99, CN=710, standardized residuals(-1.46-1.70)] Results of the testing of the hypothesis were as follows : 1. Marital intimacy(${\gamma}$11=.78, t=14.37) and professional support(${\gamma}$13=.12, t=2.12) had a significant direct effect on the spouse's support. 2. Pre-operative symptoms(${\gamma}$25=.32, t=3.12), importance of uterus(${\gamma}$22=.20, t=2.61) and spouse's support($\beta$2l=-.19, t=-2.43) had a significant direct effect on the sense of loss. 3. Sense of loss($\beta$32=-.66, t=-9.83) had a direct effect on the quality of life. Marital intimacy had a direct(${\gamma}$31=.19, t=3.33), indirect(${\gamma}$31=.14, t=2.52) and total effect(${\gamma}$31=.25, t=4.41) on the quality of life. Professional support had a direct effect(${\gamma}$33=.11, t=2.07) and total effect(${\gamma}$33=.13, t=2.31) on the quality of life. The direct effect of pre-operative symptoms(${\gamma}$35=-.36, t=4.02) and positive coping behavior(${\gamma}$34=.15, t=2.06) had the insignificant effect on the quality of life while, due to the idirect effect these variables had overall significant effect on the quality of life. The results of this study showed that the sense of loss had the most significant direct effect on the quality of life. Marital intimacy, pre -operative symptoms and spouse's support had a significant direct effect on this sense of loss. These four variables, the sense of loss, marital intimacy, pre-operative symptoms and spouse's support, were identified as relatively important variables. The results of this study suggested that there is needed to determine if nursing intervention would alleviate this sense of loss and promote a greater quality of life in women who have had hysterectomies.

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A Study on Antecedents of Ethical Leadership of Power Retailers, : Focusing on the Relationship between Discount Stores and Their Suppliers (대형 유통업체 윤리적 리더십의 선행변수에 관한 연구 : 할인점과 공급업체 간 관계를 중심으로)

  • Kim, Sang-Deok
    • Journal of Distribution Research
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    • v.17 no.3
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    • pp.59-92
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    • 2012
  • With accumulated research evidence, there is little doubt that leadership behavior is related to a wide variety of positive individual and organizational outcomes. Indeed, leadership behavior has been empirically linked to increased employee satisfaction, organizational commitment, extra effort, turnover intention, organizational citizenship behavior, and overall employee performance. Although leadership behavior has been linked to a number of positive organizational outcomes, research regarding the antecedents of such behavior is limited. Especially there is little research dealing with the antecedents of inter-organizational leadership behavior. This study interests in inter-organizational ethical leadership among marketing channel members. In both the mass media and the academic association, there has been a surge in interest in the ethical and unethical behavior of leaders. Although the corporate scandals in recent years may explain much of the mass media and popular focus, academics' interest has been limited by evidence that ethical leadership behavior is associated with both positive and negative inter-organizational processes and performances. This study tried to contribute to this body of knowledge by examining antecedents of ethical leadership. Ethical leadership is defined "the demonstration of normatively appropriate conduct through personal actions and interpersonal relationships, and the promotion of such conduct to followers through two-way communication, reinforcement, and decision-making." Ethical leaders not only inform individuals of the behefits of ethical behavior and the cost of inappropriate behavior, such leaders also set clear standards and use rewards and fair and balanced punishment to hold followers accountable for their ethical conduct. Despite the assume importance and prominence of ethical leadership among organizations, there are still many questions relating to its antecedents and consequences. One is whether the likelihood of an leading organization being perceived as an ethical leader among other following organizations in marketing channels can be predicted using its characteristics and inter-organizational relationship maintenance skills. Identifying trait and skill antecedents will aid in the development of strategies for selecting and developing ethical leaders and determining the best means to reinforce ethical behaviors. The purpose of this study is to investigate the effects of three categorized variables on ethical leadership of channel leader. To be concrete, this study develops a model of the antecedents of three conceptually distinct forms of channel leader characteristics, such as organizational traits, inter-organizational relationship maintenance strategies, and supplier management strategies, and tests the hypothesized differential effects on ethical leadership of marketing channel leaders. The reason why this study deals with discount store channel is that there is very strong inter-dependence between a discount store and its suppliers. Their strong inter-dependence makes their relationship as the relationship between a leader and suppliers and creates an atmosphere that leadership occur without difficulty. The research model is as follows. For the purpose of empirical testing, 295 respondents of suppliers of discount store channel in Korea were surveyed. The procedures included scale reliability, and discriminant and convergent validity were used to validate measures. Also, the reliability measurements traditionally employed, such as the Cronbach's alpha, were used. All the reliabilities were greater than .70. This study conducted confirmatory factor analyses to assess the validity of our measurements. All items loaded significantly on their respective constructs(with the lowest t-value being 15.2), providing support for convergent validity. We then examined composite reliability and average variance extracted(AVE). The composite reliability of each construct was greater than .70. The AVE of each construct was greater than .50. This study tested research model using Partial Least Square(PLS). The estimation of the structural equation model revealed an acceptable fit of the model to the data($r^2$=.851). Thus, This study concluded that the model fit was considered acceptable. The results of PLS are as follows. The results indicated that conscientiousness, openness, conflict management, social networks, training, fair reward had positive effects on ethical leadership of channel leaders. On the other hand, emotional insecure had negative effect and agreeableness, assurance, and inter-organizational communication had no significant effect on supply chain leadership.

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Importance of End User's Feedback Seeking Behavior for Faithful Appropriation of Information Systems in Small and Medium Enterprises (중소기업 환경에서의 합목적적 정보시스템 활용을 위한 최종사용자 피드백 탐색행위의 중요성)

  • Shin, Young-Mee;Lee, Joo-Ryang;Lee, Ho-Geun
    • Asia pacific journal of information systems
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    • v.17 no.4
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    • pp.61-95
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    • 2007
  • Small-and-medium sized enterprises(SMEs) represent quite a large proportion of the industry as a whole in terms of the number of enterprises or employees. However researches on information system so far have focused on large companies, probably because SMEs were not so active in introducing information systems as larger enterprises. SMEs are now increasingly bringing in information systems such as ERP(Enterprise Resource Planning Systems) and some of the companies already entered the stage of ongoing use. Accordingly, researches should deal with the use of information systems by SME s operating under different conditions from large companies. This study examined factors and mechanism inducing faithful appropriation of information systems, in particular integrative systems such as ERP, in view of individuals` active feedback-seeking behavior. There are three factors expected to affect end users` feedback-seeking behavior for faithful appropriation of information systems. They are management support, peer IT champ support, and IT staff support. The main focus of the study is on how these factors affect feedback-seeking behavior and whether the feedback-seeking behavior plays the role of mediator for realizing faithful appropriation of information systems by end users. To examine the research model and the hypotheses, this study employed an empirical method based on a field survey. The survey used measurements mostly employed and verified by previous researches, while some of the measurements had gone through minor modifications for the purpose of the study. The survey respondents are individual employees of SMEs that have been using ERP for one year or longer. To prevent common method bias, Task-Technology Fit items used as the control variable were made to be answered by different respondents. In total, 127 pairs of valid questionnaires were collected and used for the analysis. The PLS(Partial Least Squares) approach to structural equation modeling(PLS-Graph v.3.0) was used as our data analysis strategy because of its ability to model both formative and reflective latent constructs under small-and medium-size samples. The analysis shows Reliability, Construct Validity and Discriminant Validity are appropriate. The path analysis results are as follows; first, the more there is peer IT champ support, the more the end user is likely to show feedback-seeking behavior(path-coefficient=0.230, t=2.28, p<0.05). In other words, if colleagues proficient in information system use recognize the importance of their help, pass on what they have found to be an effective way of using the system or correct others' misuse, ordinary end users will be able to seek feedback on the faithfulness of their appropriation of information system without hesitation, because they know the convenience of getting help. Second, management support encourages ordinary end users to seek more feedback(path-coefficient=0.271, t=3.06, p<0.01) by affecting the end users' perceived value of feedback(path-coefficient=0.401, t=6.01, p<0.01). Management support is far more influential than other factors that when the management of an SME well understands the benefit of ERP, promotes its faithful appropriation and pays attention to employees' satisfaction with the system, employees will make deliberate efforts for faithful appropriation of the system. However, the third factor, IT staff support was found not to be conducive to feedback-seeking behavior from end users(path-coefficient=0.174, t=1.83). This is partly attributable to the fundamental reason that there is little support for end users from IT staff in SMEs. Even when IT staff provides support, end users may find it less important than that from coworkers more familiar with the end users' job. Meanwhile, the more end users seek feedback and attempt to find ways of faithful appropriation of information systems, the more likely the users will be able to deploy the system according to the purpose the system was originally meant for(path-coefficient=0.35, t=2.88, p<0.01). Finally, the mediation effect analysis confirmed the mediation effect of feedback-seeking behavior. By confirming the mediation effect of feedback-seeking behavior, this study draws attention to the importance of feedback-seeking behavior that has long been overlooked in research about information system use. This study also explores the factors that promote feedback-seeking behavior which in result could affect end user`s faithful appropriation of information systems. In addition, this study provides insight about which inducements or resources SMEs should offer to promote individual users' feedback-seeking behavior when formal and sufficient support from IT staff or an outside information system provider is hardly expected. As the study results show, under the business environment of SMEs, help from skilled colleagues and the management plays a critical role. Therefore, SMEs should seriously consider how to utilize skilled peer information system users, while the management should pay keen attention to end users and support them to make the most of information systems.

The Study on User's Continuance Intention of Traceability System between Agricultural and Marine Products (식품 유형간 이력추적시스템의 지속사용의도에 미치는 영향에 관한 연구)

  • Lee, Seung-Yook;Park, Hyeon-Suk
    • Journal of Distribution Science
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    • v.14 no.4
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    • pp.67-79
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    • 2016
  • Purpose - Over recent years, we have concerned about safety and quality on food products because of delivery complexity. The dependence of foreign food products escalate supply of products. And there are often negligent accident of marine and agricultural products. Therefore, the complexity increases the importance of safety on food and information quality for consumers. In spite of the interest augmentation of various interested parties, there is decrease in reliability and effectiveness, if it would be established without the right directivity. For the study, we tried to examine the first considerations the point of - view in service environment and information quality with accepting and diffusing the Traceability System. Then, we tried to verify the relationships between the factors of TS and the determinants of behavior decision. Next, we made efforts to find the mutual relationship among distributors, producers, consumers and the other prerequisite factors from the point of view in service environment and information quality in order to operate effectively the information perspective and system. Research design, data, and methodology - For the purpose of this study, the samples of consumers were targeted to Traceability System, and 661 people have been investigated. Through theoretical discussion of previous research, nine hypotheses were established, the influence of Continuous User Intention in TS. In order to test the hypotheses, a survey had conducted for 661 consumers as opinion leaders in their 20s-60s as data, and structural equation modeling was used. The difference analysis between Agricultural and Marine Products in TS; SPSS 22.0 and AMOS 22.0 were used for statistical analysis. Results - The major findings from this study were as follow; all factors of information quality excluding completeness and a social-impact had effects on the ease of use; all factors excluding understand ability in information quality and a social-impact had effects on the usefulness; completeness and social-impact had effects on perceived value; the ease of use had effects on usefulness and perceived value; usefulness had effects on perceived value and the intention of continuous use. From the results of different analysis, the CPLT(Completeness) factor has positive effects on Easy of USE and PV(Perceived Value) strongly in agricultural products. On the other hand, Social Duty has positive effects on Easy of Use strongly in marine products. Conclusion - In the age of information overflowing, TS will be a burden for users if it places too much emphasis upon accessibility. To accept and diffuse TS safely, therefore, Information System should be settled first into initial market formation. In addition, if TS elements are considered in conjunction with information factors and user environment, the acceptance and diffusion of TS would make synergy effect, even better. That is, this study contributes to the acceptance and diffusion of Traceability System. Accordingly, information quality will be settled into initial market formation. Also, social-impact element will be considered in conjunction with information quality's factors, and it will make synergy effect.

Effects of Dessert Cafes' Quality and Eco-Friendly Behavior on Customer Trust and Loyalty - Focused on Generation MZ (디저트카페 품질과 친환경 행동이 고객 신뢰와 충성도에 미치는 영향 : MZ 세대를 중심으로)

  • LEE, Sae-Mi;PARK, Sang-Eon;LEE, Debor
    • The Korean Journal of Franchise Management
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    • v.13 no.1
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    • pp.47-57
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    • 2022
  • Purpose: Recently, it is common to see cases where an amount similar to the cost of a meal is spent on dessert, or an amount greater than the cost of a meal is spent on dessert. The generation MZ is showing a tendency of 'value consumption' by consuming values and beliefs in consideration of the recent impact on society and the environment. Therefore, this study aims to analyze the effect of dessert cafe quality and eco-friendly behavior on customer trust and loyalty targeting the generation MZ who have visited desert cafés. This study examined the mediating role of customer trust in the relationships between desert café quality, eco-friendly behavior and customer loyalty, and also the moderating effect of and eco-friendly behavior on customer trust and customer loyalty. Research design, data, and methodology: To achieve purposes of this study, 229 data were collected from respondents who visited desert café and analyzed using measurement model (reliability test and correlation analysis), Fornell-Larcker Criterion and Heterotrait-Monotrait Ratio (HTMT) assessment, and structural equation model (PLS-SEM) with SPSS 22.0 and SmartPLS 3.3.7. Results: The research results are as follows. First, desert cafes' quality positively influenced customer trust but did not customer loyalty. Second, desert cafes' eco-friendly behavior positively influenced customer trust and customer loyalty. Fourth, the interaction term of dessert cafe quality and eco-friendly behavior did not influence customer trust and customer loyalty. Conclusions: This study emphasized the necessity of service quality and eco-friendly behavior of dessert cafes by examining the relationship between the quality of dessert cafes and eco-friendly behaviors, customer trust and loyalty. It also found the importance of the role of trust in securing loyal customers. In order to secure and retain loyal customers, the owners of dessert cafes should make effortsto improve the quality of the cafes' products and services so that customers can feel a sense of trust, and actively publicize that they are practicing eco-friendly management. As a result of this study, it is intended to provide practical implications for the management of dessert cafes by understand ing the effects of product and service quality and eco-friendly behaviors of companies to bakery industry workers and start-ups.

Effects of Product Value of Outlet Stores on Customer Satisfaction and Loyalty (아울렛의 제품 가치가 고객 만족도와 충성도에 미치는 영향)

  • Choi, Soon-Hwa;Jung, Yeon-Sung;Kim, Moon-Seop
    • Journal of Distribution Science
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    • v.14 no.4
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    • pp.93-101
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    • 2016
  • Purpose - As more consumers pursue high quality products at reasonable prices, Korean retail companies are increasing investment in expanding their outlet stores. Despite the growing importance of the outlet business, there has been very little empirical research on consumers' outlet shopping behaviors. This study aimed to investigate the relationships between consumers' perceived product value (performance quality, value for money, and social value) of outlet stores and overall shopping satisfaction and the effect of shopping satisfaction on outlet store loyalty. Research design, data and methodology - The authors developed a structural model in which performance quality, value for money, and social value of products are proposed to affect overall outlet shopping satisfaction, thus increasing customer loyalty. To analyze the research model, data were collected from 88 shoppers at suburban outlets. SPSS 21.0 and AMOS 21.0 were utilized to test the hypotheses. The unidimensionality of each construct was supported from the results of the reliability test with Cronbach's α and confirmatory factor analyses. Correlation analysis was performed and the results warranted the nomological validity of the measures. The fit statistics of the overall model analysis demonstrated an acceptable fit(X2(161)=171.651, p=.000; X2/df=1.546; GFI=.821, NFI=.879, TLI=.942, CFI=.953, RMR=.035, RMSEA=.079). Results - The findings are as follows. First, consumers' perceived value of product performance quality had a significant positive effect on overall outlet shopping satisfaction. Consumers, who evaluate performance quality of the product more positively, tend to express stronger satisfaction and happiness about outlet shopping experience. Second, consumers' perceived social value of outlet products influenced their overall satisfaction significantly. Consumers who believe that products of outlet stores enhance self-concepts are more likely to satisfy with outlet shopping experience. However, consumers' perception of outlet products on value for money was not found to significantly influence overall shopping satisfaction. Finally, overall shopping satisfaction had a significant and positive influence on loyalty. Conclusions - While outlet retailers have traditionally focused on promoting competitively priced merchandise, the results of this study suggest that customers' overall satisfaction with outlet shopping is influenced more by the non-price-related product values. In the context of an outlet shopping environment, performance quality and social value of the products were found to be more critical predictors of customer overall satisfaction. Therefore, it would not be efficient for outlet retailers to highlight economic value of their merchandise. Instead, they need to investigate the performance quality of the products regularly and try to deliver quality guaranteed goods to enhance customer satisfaction. Also, outlet retailers should differentiate their businesses by carrying more unique and prestigious brands and emphasize higher social value and symbolic meanings of their products. As competition among outlet retailers are getting fierce, retail companies need to focus on strengthening customer loyalty with a long-term perspective. With a deeper understanding of the relationship between consumers' perceived product values and shopping satisfaction, outlet retailers will be able to develop customer loyalty strategies effectively and to achieve competitive advantage.

The Effects of Career Decision-Making Self-Efficacy and Career Maturity on Career Preparation Behavior of Culinary and Foodservice Management Major Students (조리·외식 전공 대학생의 진로결정 자기효능감이 진로성숙도 및 진로준비행동에 미치는 영향 연구)

  • Seo, Kyung-Hwa
    • Culinary science and hospitality research
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    • v.22 no.3
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    • pp.121-138
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    • 2016
  • This study is intended to present effective career guidance and direction by identifying the various factors involved in the career preparation behavior for the improvement of the employment rate of culinary and foodservice management major field students. This study was established on the hypothesis of a structural relationship that career decision-making self-efficacy develops career maturity and career preparation behavior on the basis of social cognitive career theory, which was verified through empirical analysis. Out of 450 survey responses from by Culinary and Foodservice Management Major Students, a total of 302 questionnaires were used for the final analysis due to missing values and biased responses(response rate: 83.6%). Collected data were identified using SPSS 16.0 and AMOS 5.0. A higher-order factor model was employed (High-order model) before a confirmatory factor analysis, and this study examined its reliability and validity analysis for hypothesis testing. Career decision-making self-efficacy had positive effects on career maturity(t=6.86, p<0.001) and career preparation behavior(t=3.83, p<0.001), and career maturity had positive effects on career preparation behavior (t=2.79, p<0.01). As a result, all hypotheses were accepted. These results confirmed that strengthening students' faith in themselves with competencies is core competencies with career-related issue can be the driving force that can enable students to develop into mature professionals. Therefore, this study suggests an awareness of the importance of career decision-making self efficacy and proposes a need for a systematic and integrated career counseling program that can improve it.

The Effects of Service Design Quality Factors and Availability on User Satisfaction (서비스디자인 품질요인과 유용성이 사용자만족에 미치는 영향)

  • Ahn, Jinho
    • Journal of Service Research and Studies
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    • v.5 no.2
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    • pp.133-147
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    • 2015
  • The purpose of this study was to suggest and prove that service design is not in the dimension of a simply new design methodology, but in the design paradigm change from conventional tangible and visual view of design to the intangible service of design. Based on a variety of literature research, this study defined service design, found its characteristics, and proved its differences from conventional design approaches and thoughts. To do that, this study looked into service design theories, processes, and methodologies, defined quality factor and availability of service design, and user satisfaction, and setup hypotheses to prove them. This study conducted a questionnaire survey with service design firms, service designers, and their customers. The questionnaire data were applied to structural equation to analyze the hypotheses. According to the analysis, reliability, tangibility, assurance, and empathy of the quality factors of service design were accepted, but responsiveness of the factors was rejected. It was found that quality factors positively influenced availability and ended up positively affecting user satisfaction. The quantitative research results will made some suggestions to service design firms and designers in the paradigm change to service-centric design, and will show the importance of understanding the essence of service in terms of design methodology.

The Effect of Service Innovativeness of IT Service Centers: Mediating Role of Behavior Intention (전자제품 서비스센터의 서비스 혁신성이 소비자의 재구매의도에 미치는 영향: 서비스센터 행동의도의 매개효과를 중심으로)

  • Kim, So-Hyung;Kang, Min-Jeong
    • Journal of Distribution Science
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    • v.11 no.10
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    • pp.17-25
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    • 2013
  • Purpose - This study analyzes the effect of customers' perceived service innovativeness of service centers for electronic goods, on repurchase intentions of customers, using behavior intentions of service centers as a mediator variable. In customer management and customer relationship marketing, service centers can be the most representative customer relationship management departments because they are most closely placed at the interface with customers. In addition, this study intends to investigate if continuous relationship with customers during one-time product-selling can affect their repurchase intentions. Specifically, this research aims to investigate if the expansion of the saturated physical market of the manufacturing business, to intangible service markets, can be competitive enough to satisfy customer needs. Research design, data, and methodology - This study targets college students, and especially those who have computers, digital cameras, or cell-phones, and often use electronic products and services. In order to investigate our hypothesis, we analyzed dates through SEM (structural equation modeling) using SPSS for Windows 18.0 and AMOS 18.0. In addition, we measured Cronbach's α coefficient using SPSS for Windows 18.0 in order to measure reliability. Further, using AMOS 18.0, this research statistically measured convergent validity as well as discriminant validity, and examined mediation models and path models in which service innovativeness leads to customers' repurchase intentions of electronic products. Results - As a result, this research shows that customers' perceived service innovativeness of service centers for electronic goods has significant positive influence on customers' behavior intentions of service centers. In addition, service innovativeness of electronic goods' service centers also has significant positive influence on repurchase intentions of customers. Conclusion - This study investigates the effect of customers' positive relation with the innovativeness of electronic service center on their behavior intention and product repurchase. The more concrete, important results of the study are as follows. Through the mediating effect, the findings of the study suggest that customers' behavior intentions of service centers partially mediate the effect of customers'perceived service innovativeness of service centers for electronic goods on customers' repurchase intentions. This research also provides an insight that the importance of service innovativeness and innovative approaches in managing customers should be recognized in the process of repurchase and service roles of manufacturing business as a way for customer management. As a result, the relationship between customer satisfaction and service quality of service centers for the electronic products is very sensitive. Although previous studies focus on certain aspects of the case for enhancing service innovation (Kim, 2012), this research recommends that the service centers need to understand the customers'desire first and try to adapt to achieve customer satisfaction by being innovative. This innovativeness of service centers would make customers visit them consistently, which in the long run, will also influence their repurchase decisions.

Perceived Product Value and Attitude Change Affecting Web-based Price Discount Level and Scarcity (웹 기반 가격할인 수준과 희소성이 영향을 주는 지각된 제품 가치와 태도 변화)

  • Zhang, Yutao;Lim, Hyun-A;Choi, Jaewon
    • The Journal of Information Systems
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    • v.27 no.2
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    • pp.157-173
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    • 2018
  • Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.