• 산경연구논집
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• 제5권4호
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• pp.13-22
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• 2014

Purpose - This study aims to examine new product adoption (NPA) in the context of clothing in Iran. Research design, data, and methodology - Data were gathered from cloth owners in Iran, focusing on famous cloth brands cloth. Further, using the proportionate stratified sampling method, a total 438 usable questionnaires were returned and analyzed through the use of structural equation modeling (SEM). In addition, LISREL software was used to analyze the data collected through the structured questionnaires. Results - Overall, the study findings indicate that education has a positive effect on new product adoption, whereas the impacts of religion and Attitude towards Consumption (ATC) on new product adoption are negative and significant, but the effect of age, peers, and income on new product adoption is not significant. Conclusions - Using date obtained from a large random sample of Iranian consumers, this study offers a deeper understanding of the attitudinal and personal antecedents of consumers' new product adoption in an emerging market. Using the findings of the articles and conclusions will be useful for market researchers and, of course, business persons.

• 유통과학연구
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• 제19권12호
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• pp.23-32
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• 2021

Purpose: By integrating multiple separate online, offline distribution channels, omnichannel distribution has modernized and revolutionized the retailing sector. Omnichannel distribution supports firms by delivering seamless shopping experiences for customers throughout all touchpoints of the shopping journey. This paper aims at exploring the impact of channel integration quality on customer experience and patronage intentions in the omnichannel distribution context. Research design, data and methodology: An online survey was taken with 351 omnichannel experienced shoppers by utilizing the structured questionnaire. The partial least square-structural equation modeling (PLS-SEM) and Smart PLS software were employed to analyze and test proposed hypotheses. Results: The findings reveal that channel integration quality dimensions including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency, play crucial roles in the customer shopping experience. The perceived compatibility has been influenced by the integrated interactions in which content consistency and process consistency. The findings also demonstrate the positive and direct impact of perceived compatibility on customer experience, and both factors have substantial effects on customers' patronage intentions. Conclusions: This study sheds light on the literature on channel integration quality, omnichannel retailing experience and customer patronage. In addition, this study provides practical implications for omnichannel retailers in enhancing customer experience and patronage.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1009-1019
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• 2021

This study examined the effect of market sensing capability and information technology competency (IT competency) on innovation and competitive advantage in small and medium-sized tour operators (SMTOs). This research was conducted on the SMTOs located in three major cities for a tourism destination, meeting, and exhibition in East Java, Indonesia. 175 directors or managers of SMTOs were sampled using the purposive sampling technique. Data was obtained from directors or managers using a structured questionnaire. The empirical data was then analyzed by using Structural Equation Modeling (SEM). This study showed that market sensing capability positively and significantly affects innovation. Furthermore, competitive advantage was positively and significantly affected by market sensing capability. Although results showed that IT competence positively and significantly affects innovation, in contrast, it did not positively and significantly affect competitive advantage. These research findings suggest that market sensing capability and innovation have a substantial role in creating a competitive advantage for SMTOs facing the Revolution Industry 4.0 and a dynamic environment. Thus, innovation for SMTOs can be achieved by optimizing the role of market sensing capability and IT competency. However, this study also suggests that the capability or competence will not have any impact on competitive advantage if neither is optimized.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.251-258
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• 2021

In recent years, there have been several studies on service quality in higher education, however, research on service quality and sustainable activities affecting student loyalty has been largely ignored in previous studies. This paper investigates the role of service quality in creating student loyalty, and how university sustainability practices and student satisfaction mediate the relationship between service quality and student loyalty. The paper draws attention to university sustainability practices and understanding its impact on student satisfaction and loyalty in Vietnamese public universities. A quantitative methodology is explored, and data was collected through an online structured questionnaire. Responses are gathered from 278 students of public universities in Ho Chi Minh City, Vietnam. Structural equation modeling is used to examine the associations between the constructs by using the PLS-SEM approach. The results show that service quality has a significant effect on university sustainability practices, student satisfaction, and student loyalty. In addition, university sustainability practices and student satisfaction also mediate the relationship between service quality and student loyalty. The author's findings may guide the key decision-makers in universities to incorporate service quality and universities' sustainability practices in their strategy and thereby improve student satisfaction and student loyalty.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.465-473
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• 2021

The main aim of this research paper is to identify the factors that influence smartphone purchase intention in the Nepalese market. The study identifies how the brand personality, attribute factors, and the price factor influence the purchase intention of a smartphone. The paper puts the emphasis on how the consumer preference functions in the selection of the smartphone and which factor plays the more significant role in smartphone purchase intention. This research paper has used primary data and a 7-point Likert scale survey questionnaire. The primary data has been collected through a structured survey questionnaire by using convenient sampling technique from 294 smartphone users in the Kathmandu Valley. Descriptive statistics, Correlation Analysis and Structural Equation Modeling (SEM) have been carried out to analyze the primary data using the SPSS AMOS 24. Brand personality, attribute factor, and product price were taken as independent variables to identify the impact on purchase intention. The result of the regression path analysis showed that brand personality has no significant effect on purchase intention in the purchasing of smartphone. It is also found that the product attributes and product price have a significant influence on consumer purchase intention of a smartphone in Nepal.

• 융합경영연구
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• 제11권4호
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• pp.41-52
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• 2023

Purpose: The study examines the effect of TechTubers' unboxing videos on consumer buying behavior by highlighting the role of product touch, visual and verbal sensory cues. The study integrates the vicarious touch and the dual coding theory to analyze the Smartphone purchase behavior of Generation Z. Research design, data and methodology: The study collected data from 349 respondents who were viewers of YouTube unboxing videos. A structured questionnaire using a 5-point Likert scale was employed as a survey instrument. Convenience sampling technique was utilized to select the samples. The data were analyzed using structural equation modeling (SEM). Results: Results reveal that vicarious touch and verbal description have a statistically significant positive effect on Generation Z's purchase intention of Smartphone. Moreover, purchase intention positively affects Generation Z's actual purchase behavior of Smartphone. However, the visual images did not significantly affect purchase intention. Conclusions: The study offers significant theoretical and practical implications. The study adds new knowledge to the extant literary field by highlighting the impact of digital product presentation in the form of Unboxing videos on purchase intention for technology products. Moreover, the study suggests content sponsorship and advertising opportunities for marketers in collaboration with the TechTubers on YouTube unboxing video platform.

• 한국정보시스템학회지:정보시스템연구
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• 제32권4호
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• pp.95-118
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• 2023

Purpose This study employed the Technology Acceptance Model (TAM) to understand students' acceptance of online learning systems. Specifically, this study investigated the factors influencing the behavioral intention of South Korean major university students to use online learning systems for educational purposes in the period when their university life had largely returned to the state it was in before the COVID-19 pandemic. Design/methodology/approach This study examined the impact of four external factors: self-efficacy, personal innovativeness, perceived enjoyment, and system quality, on two TAM constructs: perceived ease of use and perceived usefulness. Additionally, this study explored how perceived ease of use and perceived usefulness affect the behavioral intention to use online learning systems. We conducted an online-based survey using a structured questionnaire. The data collected from the survey were then subjected to Structural Equation Modeling (SEM) analysis to test the study's hypotheses and examine the relationships among the various constructs. Findings The findings reveal that perceived usefulness and ease of use significantly influence students' behavioral intentions to use online learning systems. Furthermore, factors of self-efficacy, perceived enjoyment, and system quality positively affect perceived usefulness and ease of use. Notably, personal innovativeness impacts ease of use but not perceived usefulness.

• 문화기술의 융합
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• 제6권2호
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• pp.271-280
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• 2020

본 연구는 글로벌 기업의 집단형 문화와 합리형 문화 간의 관계에서 여성리더 특성의 매개효과를 검증하고자 하는 것이 연구목적이다. 본 연구를 통하여 촉진자, 선도자, 생산자, 지시자 리더십 간의 관계에서 여성리더의 직위와 경력이 매개효과로 미치는 영향을 분석하고자 하였다. 개념적 연구모형은 집단형 문화, 여성리더 특성, 합리형 문화의 3개 요인으로 설계되었다. 글로벌기업을 대상으로 리더십 유형과 조직문화와 관련된 500개의 조사대상표본에 기초해서 구조방정식모형을 사용하여 집단형 문화와 합리형 문화 간의 관계에서 여성리더 특성의 매개효과를 분석한 결과 다음과 같은 연구결과를 얻었다. 첫째, 촉진자 리더십은 여성리더의 직위와 경력에 긍정적인 영향을 미쳤다. 둘째, 선도자 리더십은 여성리더의 경력에 긍정적인 영향을 미친 반면에, 여성리더의 직위에 직접적인 영향을 미치지 않았다. 셋째, 여성 리더의 직위와 경력은 생산자 리더십에 직접적인 영향을 미치지 않았다. 넷째, 여성 리더의 직위와 경력은 지시자 리더십에 긍정적인 영향을 미쳤다. 다섯째, 촉진자 리더십은 생산자 리더십에 긍정적인 영향을 미쳤고, 선도자 리더십은 지시자 리더십에 긍정적인 영향을 미쳤다. 여성리더 특성의 매개효과를 통제한 상태에서 본 연구의 결과는 집단형 문화가 합리형 문화에 미치는 영향을 실증연구를 통해서 검증함으로서 학술적 기여도를 높였으며, 또한 정책적, 혹은 실무적 시사점을 제시한 연구이다. 본 연구는 리더십 유형과 조직문화 연구 분야에서 여성리더의 직위와 경력 변수를 사용하여 매개효과를 검증하였다는 점에서 의미 있는 연구이다.

• 한국산학기술학회논문지
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• 제21권1호
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• pp.317-325
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• 2020

본 연구의 목적은 학교보건을 책임지고 있는 보건교사의 직무 스트레스, 소진 및 자기 효능감의 수준과 이들 변인들 사이의 인과관계를 구조모형으로 검증하기 위한 것이다. 보건교사 814명에게 구조화된 설문지로 구조방정식 모형(structural equation modeling)의 경로분석(path analysis)을 통해 인과관계 모형을 검증하였다. 분석결과 보건교사의 직무 스트레스는 평균 2.9±0.64, 소진은 2.6±0.52로 Likert 5점 척도의 중간 값보다 약간 낮은 수준이나, 이에 반해 자기 효능감은 4.1±0.51로 높은 수준이었다. 하지만 하위구성 요인별로는 다양한 양상으로 나타나 직무 스트레스 중에서 '학생 및 가정요인'과 '동료교사 인식'의 경우가 높은 수준이었고 소진의 경우는 '부과업무'가 높은 수준이었다. 또한, 보건교사의 직무 스트레스는 소진을 증가(r=.511) 시키고 자기 효능감을 떨어트리는 효과(r=-.179)를 가지며, 또한 소진은 자기 효능감을 상당하게 감소((r=-.460) 시키는 것으로 나타났다. 특히 직무 스트레스는 소진에 영향을 미치고 소진은 자기 효능감에 영향을 미치는 것으로 확인되었다. 따라서 보건교사의 소진을 감소시키고 자기 효능감을 증대시키기 위해서는 직무 스트레스에 대한 효과적인 관리가 매우 중요하여 직무 스트레스를 낮추기 위한 다양한 노력이 필요하다는 것을 시사한다. 본 연구의 결과는 보건교사의 직무 스트레스와 소진을 줄이고 자기 효능감을 높이기 위한 정책수립과 실질적 개선안 마련에 도움이 될 것이다.

• 한국병원경영학회지
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• 제14권4호
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• pp.124-148
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• 2009

Objectives : The purpose of this study was to investigate influencing factors on physician's intention to use cyber salesperson(cSP) to promote ethical drugs of pharmaceutical company. We considered influencing factors based on technology acceptance model(TAM) such as usefulness, easy of use, and attitude about cSP, and included trust and joyfulness of cSP. Methods : Measure items were developed from the previous studies. Data were collected from 1,012 physicians by using web-based self-administered structured questionnaire. Results : The major findings were as follows; First, attitude and intention to use cSP were not significantly varied by socio-demographic variables, such as sex, age, location, and Internet surfing time per day. Also, physician's characteristics such as training and professional level and type of employment were not significant to the variation of attitude and intention to use cSP. Second, structural equation modeling(SEM) analysis shows that usefulness and joyfulness were influencing factors of intention to use. Attitude was revealed as significant mediating factor to intention to use. Usefulness has indirect effect on intention to use via attitude. However, trust has not significant effect on intention to use, due to suppression effect. Conclusions : This results implies that cSP will be a useful agent to promote the ethical drugs to physician. Usefulness and joyfulness should be considered as important factors in designing and operating cSP in the Internet.