• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.107-123
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• 2006

This study suggest a model to find out relationships among the servant leadership as a preceding factor, the trust in higher officers as mediating factors, and leader satisfaction, additional efforts as a resulting factor. Then, empirical study testify the relationship among these factors. This study confined the subjects of empirical analysis to the employees in super-deluxe hotels located in Seoul, Gyeongju, Busan, and Daegu areas. In order to clarify the utility of this study, This study took only hotel employees as the subject of measurement because only hotel organization is able to reveal sensitively the behavioral response between the leader and the members of organization. The preceding study has systematized a basic theory on the servant leadership, and provided factor structure in regard to the servant leadership, but this study has searched the factor structure of the servant leadership with the hotel employees as the subjects of study. Also, from the side of the personnel manager of hotel business, this study can be a criterion for clarifying a leadership program. Especially, in order to cultivate their servant leadership, it is necessary to testify morality and pride as sub-behavioral characteristics of new employees. Also to change the mid-managers' leadership for the effective achievement of the object of organization, this study can be utilized for the development of servant leadership.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.71-82
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• 2017

Most banks in Myanmar have begun to provide their services via mobile phones. However, few studies investigated the factors that may help to set mobile services from a customer perspective. So, this study aims to propose and test a conceptual research model to predict the user's intention to use and actual use level of mobile banking service by combining UTAUT and DeLone-Mclean IS model. Data were collected from 206 citizens who had experienced mobile banking in various regions of Myanmar. The study found that performance expectancy, effort expectancy, information quality and service quality influence the user 's intention to adopt mobile banking services which directly affects the user's actual use of them. However, social influence, facilitating condition and system quality don't influence the user's intention. The study results contribute to meeting customer's needs and reducing customer risk in Myanmar's mobile banking industry, suggesting to seamlessly provide the necessary resources like technology improvements, organizational infrastructure and service centers. Another future study are required to include service's security and trust factors so that the service providers could gain their customers' reliability and trust.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.19-29
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• 2017

The purpose of this study was to identify the multidimensional factors that affect the satisfaction of life by type of baby boomer generation. The subjects of this study were 1,895 households who were born from 1955 to 1963 among the respondents in the Korea welfare panel (the 10th year). The baby boomer generation was classified into four types such as gender, income status, male and female as socioeconomic status. The male type IV (B=.074, t=1.992, p<.05), health status (B=.233, t=7.268, p<.001), household income (B=.174, t=4.476, p<.001), depression (B=-.182, t=-5.242, p<.001), self-esteem (B=.255, t=7.027, p<.001), trust (B=.064, t=2.036, p<.05), etc. were found to have a significant effect on the life satisfaction of the male baby boomer generation. The female type IV (B=.100, t=2.598, p<.05), health status (B=.239, t=6.790, p<.001) (P<.001), depression (B=-.181, t=-5.142, p<.001), and self-esteem (B=.320, t=8.600, p<.001), etc. were found to have a significant effect on the life satisfaction of the female baby boomer generation.

• Information Systems Review
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• v.15 no.1
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• pp.105-122
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• 2013

Given the proliferation of social network services, it has become important to understand its user's continued use behavior. As users' privacy concerns in SNS have been identified as a critical barrier against forming this continued intention, many studies have focused on inducing continued intention by mitigating privacy concerns. However, this paper suggests to approach users' continued intention not only from the perspective of mitigating privacy concerns but also from the perspective of increasing potential benefits. Under the theoretical framework of privacy calculus model, we conducted cross sectional survey on 150 Facebook and 150 KakaoTalk users. The result suggests that trust mediates the relationships between privacy concerns and continued intention and between network externality and continued intention, and the influence of support for network formation on continued intention. The effect of network externality on continued intention, however, is not significant among Facebook users while it is significant among KakaoTalk users.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.113-127
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• 2020

Based on the social exchange theory and innovation diffusion theory, this study is to identify the correlation between factors influencing investor's funding intention in crowdfunding and to analyze moderating effect of trust in the relationship of shared value, communication and individual innovation. The purpose of this study is to consider the funding trends of crowdfunding investors from a personal point of view through the results of the study and to help fundraiser of crowdfunding establish specifically strategies for financing. In order to conduct empirical analysis, an online survey was conducted on people who had participated in crowdfunding, and a total of 228 questionnaires were collected and a total of 186 responses were finally analyzed, excluding outliers. For data analysis, structural equation model analysis was conducted using SPSS 26.0 and Smart PLS 3.0. The results of this study showed that shared value in the relationship between fundraiser and investors has a significant effect on the perceived risk. High level of communication between fundraiser and investors showed positive effects on the level of commitment of the crowdfunding project and the innovation of the individual investor. And commitment had a positive effect on the funding intention. According to the results of this research, trust has moderating effect only in relationship between shared value and perceived risk. It is significant that investors share the value of fundraiser together is a motivation factor to fund in crowdfunding and an opportunity to recognize the risk. Through this study, it is expected to utilize them in establishing strategies for start-ups and marketing plans to raise funds through crowdfunding and to empirically identify factors influencing the funding intention through individual levels of crowdfunding investors.

• The Journal of the Korea Contents Association
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• v.11 no.11
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• pp.264-273
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• 2011

This study subject is to provide appropriately basic information about annually increased implant treatment by their lost teeth base on increasing old people and also analyze factors influencing implant treatment decisions for patient. For about 3 month from July on the 2010, This survey was carried out at 13 dental clinic as target of 217 patients on categorized into implant treatment-group and non-treatment-group in Seoul and Gyeonggi-do. Implant treatment-group showed highest portion at 50(30.3%), non- Implant treatment-group showed highest portion at 20's(35.7%), And The patients of implant treatment-group are good oral condition, and they showed a positive attitude. Result of analysis by multiple logistic analysis(regression), Factors of influencing implant treatment decision are age, gender, period of education, monthly income, condition of periodontal tissue, regular checkup, counseling attitude, trust in hospital. Therefore, proactive management about the necessity of regular dental check-up is needed the education and promotion. And medical team should have efforts to Improving technique of medical consultations and Improving the trust of the hospital's for implant treatment decision. Also, The patient's subjective determine rather than it is important to preparing to facilitate decision of specific clinical basis. And The government's financial support and policy alternatives are certainly required in order to be implant treatment without cost burden.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.29-38
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• 2012

This study conducted a survey 185 adolescents in multi-cultural family to measure the level of their social capital and their acculturation stress and examined how it affects them to adapt to school. Followings are the main results of this study. First, after measuring the social capital level of those surveyed, their average was lower than the normal level, showing 2.24(SD=.32), and their acculturation stress showed 2.54(SD=.58), a bit higher than the normal level. Second, their level of adapting to school showed 2.26(SD=.39), which was lower than the normal level, and there was statistically a meaningful difference between the groups depending on their grade, academic level, economic level, parents' marital status, mother's Korean ability. Third, the factors that affected in adapting to school were in the order of their network of social capital(${\beta}$=.225), mother's Korean ability(${\beta}$=.195), acculturation stress(${\beta}$=-.175), interpersonal trust of social capital(${\beta}$=.171), norm of social capital(${\beta}$=.161), parents' marital status(${\beta}$=.156), academic level(${\beta}$=.151), economic level(${\beta}$=.145). Based on these results, this study suggest ways to promote trust building among people and network formation through active use of information communication, and to improve multi-cultural acceptability by developing and using various contents.

• Fire Science and Engineering
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• v.33 no.5
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• pp.94-102
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• 2019

As the importance of first responses for fire accidents has grown in the safety management of nuclear power plants, a systematic approach to measure firefighters' psychological states and competence is needed. The current study investigated the construct of the risk perception of the firefighters working near nuclear power plant sites, and then developed and validated a new scale to measure firefighters' risk perception regarding nuclear power plant accidents. The scale items were developed on the basis of literature review and interviews with the firefighters working near nuclear power plant sites. In order to validate the new scale, we recruited 180 firefighters from five fire stations in the vicinity of the nuclear power plants in Jeonnam Province, Gyeongbuk Province, and Busan. The results of exploratory factor analyses revealed that the scale consisted of five factors: "manual" reflecting a lack of response guidelines and manuals for fire incidents and radioactive material release; "fear" reflecting a fear of fire incidents in the nuclear power plants and their catastrophic consequences; "resource" reflecting a lack of protective equipment and manpower for responding to fire incidents in the nuclear power plants; "trust" reflecting trust and cooperation with the counterpart institutions for firefighting in the nuclear power plants; and "knowledge" reflecting the knowledge of radioactivity and firefighting in the nuclear power plants. Further analyses provided statistical evidence supporting for the 15-item scale's internal consistency and construct validity. Finally, We discussed the implication and limitations of the current research.

• Journal of Intelligence and Information Systems
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• v.19 no.4
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• pp.1-10
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• 2013

Personalization aims to provide customized contents to each user by using the user's personal preferences. In this sense, the core parts of personalization are regarded as recommendation technologies, which can recommend the proper contents or products to each user according to his/her preference. Prior studies have proposed novel recommendation technologies because they recognized the importance of recommender systems. Among several recommendation technologies, collaborative filtering (CF) has been actively studied and applied in real-world applications. The CF, however, often suffers sparsity or scalability problems. Prior research also recognized the importance of these two problems and therefore proposed many solutions. Many prior studies, however, suffered from problems, such as requiring additional time and cost for solving the limitations by utilizing additional information from other sources besides the existing user-item matrix. This study proposes a novel implicit rating approach for collaborative filtering in order to mitigate the sparsity problem as well as to enhance the performance of recommender systems. In this study, we propose the methods of reducing the sparsity problem through supplementing the user-item matrix based on the implicit rating approach, which measures the trust level among users via the existing user-item matrix. This study provides the preliminary experimental results for testing the usefulness of the proposed model.

• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.171-177
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• 2020

This study investigates e-service quality of online travel agency and influence on relationship quality and Reuse. The individual Chinese tourists with experiences using online travel agencies were chosen for the study. The survey was carried out at Jeju International Airport, which is the most frequently used by Chinese tourists visiting Korea. Data were collected for 7 days from July 15, 2019 to July 21, 2019. A total of 320 tourists were attended in this research and finally 300 samples were used for empirical analysis. The result of the study showed that e-service quality of online travel agencies all factors(convenience, individuality, accuracy and price attractiveness) influences on relationship quality all factors(satisfaction, trust) and the factor 'accuracy' was analyzed as the biggest among them. Moreover satisfaction and trust factors of all sub-factors of relationship quality influences on reuse. In the future, we intend to provide basic marketing data for Chinese tourists using online travel agencies to officials and practitioners. Particularly, focusing on the tourism behaviors of individual Chinese tourists, we are going to propose effective business cooperation plans and strategic alternatives with online travel agencies.