• Asia Marketing Journal
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• v.12 no.1
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• pp.51-79
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• 2010

This study is based on recent advances in celebrity traits and self-determination researches to address how consumers develop the strong attachment to a "star brand," and the effect of consumer's attachment to star brand on evaluation of product brand sponsored by the star. We use the consumers' need satisfaction and star traits as major causal factors that influence consumer's attachment to a star brand. Specifically this article uses autonomy need, relatedness need, competence need as the dimensions of need satisfaction and expertness, trustworthiness, likeability, and similarity as the key star traits. The purpose of this study is to investigate the influence of these factors on the consumer's attachment to star brand and how consumer's evaluation of product brand sponsored by star is moderated by the fitness level of between the image of star brand and the image of sponsored product brand. To collect the data, survey was taken in a University located in Incheon. Collected data are analysed using SPSS 15.0 and AMOS 7.0. The results show that when the star brand is perceived as more trustworthy and likeable, and satisfies autonomy need and relatedness need, the consumer is more likely to become strongly attached to him or her. The hypothesis that consumer's attachment to star brand will have the positive influence on the evaluation of product brand sponsored by star is supported. And hypothesis that consumer's attitude to a sponsored product brand is moderated by the fitness level of between the image of star brand and the image of sponsored product brand is also supported. The empirical results imply that star brand to which consumers are attached may have the significant positive impact on the consumers' evaluation process of endorsed product brand and purchase behavior, and that marketers should consider need dimensions which target consumers want to satisfy and the fitness level of between the image of star brand being considered as endorser and the image of product brand.

• Journal of Internet Computing and Services
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• v.25 no.1
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• pp.79-90
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• 2024

This study focused on user trust in ChatGPT, a generative AI technology, and explored the factors that affect usage status and intention to continue using, and whether the influence of trust varies depending on the purpose. For this purpose, the survey was conducted targeting people in their 20s and 30s who use ChatGPT the most. The statistical analysis deploying IBM SPSS 27 and SmartPLS 4.0. A structural equation model was formulated on the foundation of Bhattacherjee's Expectation-Confirmation Model (ECM), employing path analysis and Multi-Group Analysis (MGA) for hypothesis validation. The main findings are as follows: Firstly, ChatGPT is mainly used for specific needs or objectives rather than as a daily tool. The majority of users are cognizant of its hallucination effects; however, this did not hinder its use. Secondly, the hypothesis testing indicated that independent variables such as expectation- confirmation, perceived usefulness, and user satisfaction all exert a positive influence on the dependent variable, the intention for continuance intention. Thirdly, the influence of trust varied depending on the user's purpose in utilizing ChatGPT. trust was significant when ChatGPT is used for information retrieval but not for creative purposes. This study will be used to solve reliability problems in the process of introducing generative AI in society and companies in the future and to establish policies and derive improvement measures for successful employment.

• Information Systems Review
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• v.25 no.2
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• pp.205-227
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• 2023

Recently, Virtual Human(VH) has begun to appear in various media, not only on social media, but also in advertisements, music sources, and dramas. Virtual human has become a primary marketing tool for companies, but there also exist concerns when the companies do not disclose the identities of virtual humans. Accordingly, it is necessary to examine users' responses toward content that features virtual humans. This study aimed to examine how the exposure of virtual humans in the content affects users' perceptions. Therefore, the study defined the concept of 'VH Disclosure(VHD)', referring to the exposure of the virtual human's identity, and explored the impact of VH disclosure on attitude toward the ad (Hedonism, Utilitarianism, and Interestingness) and source credibility (Trustworthiness and Expertise). The study conducted an experimental survey with 302 respondents. Regardless of when the ad featured a VH or a human, the results showed that there was no significant difference between users' attitudes and source credibility. The results revealed that it was more effective to disclose the VH in social media feeds than directly reveal the VH's identity in the content. Therefore, this study utilizes a new concept of 'VH Disclosure(VHD)' to enhance the understanding of VH and contributes to establishing marketing strategies optimized for consumers in the creation of virtual human-related content.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.4
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• pp.1-12
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• 2014

It is essential factor for business operation to raise funds effectively. However, in Korea, many start-ups and small businesses have difficulties in fund-raising. In recent years, crowdfunding, a new method for funding a project of individuals or organizations by raising monetary contributions from a large number of people, has been growing up simultaneously with diffusion of social media. Crowdfunding is on early stage in Korea, and the majority of projects are focused on cultural or art categories. There is high proportion of projects that have social value in start-up sector. Crowdfunding in Korea has great potential because success rate of it is much higher than its of advanced countries, although market size is much smaller than them. The purpose of this paper is to propose success strategies of crowdfunding for start-up through case study. 5 crowdfunding platforms of Korea and Kickstarter, the platform of United States were investigated. Then we checked the figures related to the operation of the whole Korean projects on start-up. Finally, we made comparison between the cases of success and failure by analyzing 8 project characteristics. The study shows that it were the differences in trustworthiness and activeness of project creator, value of reward and efforts for interactivity that have great effects on success of the project. Whereas there was no significant influence of societal contribution and sponsor engagement. The thesis provides success strategies of crowdfunding for start-up as follows. Firstly, creator of the project should make support base by enthusiastic activites before launching funding project. Secondly, there should be contents that can easily show the process of business development in the project information. Thirdly, there must be appropriate design of rewards for each amounts of support money. Finally, efforts for interactivity, such as frequent updates, response for comments and SNS posting, should be followed after the launch of the project.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.69
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• pp.261-301
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• 2016

Recently the abusive calls on on-demand bonds have been a critical issue among many engineering and construction companies in Korea. On-demand bond is referred to as an independent guarantee in the sense that the guarantee is independent from its underlying contract although it was issued based on such underlying contract. For this reason, the issuing bank is not required to and/or entitled to look into whether there really is a breach of underlying contract in relation to the call on demand-bonds. Due to this kind of principle of independence, the applicant has to run the risk of the on demand bond being called by the beneficiary without due grounds. Only where the call proves to be fraudulent or abusive in a very clear way, the issuing bank would not be obligated to pay the bond proceeds for the call on on-demand bonds. In order to prevent the issuing bank from paying the proceeds under the on-demand bond, the applicant usually files with its competent court an application for injunction prohibiting the beneficiary from calling against the issuing bank. However, it is in practice difficult for the applicant to prove the beneficiary's call on the bond to be fraudulent since the courts in almost all the jurisdictions of advanced countries require very strict and objective evidences such as the documents which were signed by the owner (beneficiary) or any other third party like the engineer. There is another way of preventing the beneficiary from calling on the bond, which is often utilized especially in the United Kingdom or Western European countries such as Germany. Based upon the underlying contract, the contractor which is at the same time the applicant of on-demand bond requests the court to order the owner (the beneficiary) not to call on the bond. In this case, there apparently seems to be no reason why the court should apply the strict fraud rule to determine whether to grant an injunction in that the underlying legal relationship was created based on a construction contract rather than a bond. However, in most jurisdictions except for United Kingdom and Singapore, the court also applies the strict fraud rule on the ground that the parties promised to make the on-demand bond issued under the construction contract. This kind of injunction is highly unlikely to be utilized on the international level because it is very difficult in normal situations to establish the international jurisdiction towards the beneficiary which will be usually located outside the jurisdiction of the relevant court. This kind of injunction ordering the owner not to call on the bond can be rendered by the arbitrator as well even though the arbitrator has no coercive power for the owner to follow it. Normally there would be no arbitral tribunal existing at the time of the bond being called. In this case, the emergency arbitrator which most of the international arbitration rules such as ICC, LCIA and SIAC, etc. adopt can be utilized. Finally, the contractor can block the issuing bank from paying the bond proceeds by way of a provisional attachment in case where it also has rights to claim some unpaid interim payments or damages. This is the preservative measure under civil law system, which the lawyers from common law system are not familiar with. As explained in this article, it is very difficult to block the issuing bank from paying in response to the bond call by the beneficiary even if the call has no valid ground under the underlying construction contract. Therefore, it is necessary for the applicants who are normally engineering and construction companies to be prudent to make on-demand bonds issued. They need to take into account the creditability of the project owner as well as trustworthiness of the judiciary system of the country where the owner is domiciled.

• Journal of Distribution Science
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• v.9 no.2
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• pp.73-81
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• 2011

This study is designed to examine the effects of information source effects of the word mouth have on the formed expectations for the private institution and to explore the formed expectations' effects on the actual sales of the educational service. Moreover, its purpose is in analyzing what medication effects the pre-conceived expectation has on selecting the educational service. After testing hypothesis, the results showed that the source effects of the information from word of mouth had a significant effect on the expectation factors, in terms of expertise, similarity, likability and familiarity expectation factors. However, it was found that effect was not significant for the truthfulness. The significant result was found on the expectation factors before visiting the private institution on selecting educational service, indicating a positive effect. As for the influence of source of the word of mouth information on selecting educational service, the results from the mediation effects of the expectation factors on selecting the educational service showed that for expectation factors, expertise had the partial mediation effect, truthfulness, perfect mediating effect, similarity, partial mediation effect, likability, perfect mediating effect, and familiarity, perfect mediating effect. A test of the mediating role of attribute expectations in the influence of WOM message source attributes on educational services choices showed the following: 1) It was proven that attribute expectations played a partial mediating role in the influence of expertise and similarity, respectively, on educational services choices. 2) On the influence of trustworthiness, likability, and familiarity on educational services choices, respectively, attribute expectations had a full mediation effect. This research differs from the previous ones, which focused only on consumer satisfaction with educational services offered by private educational institutions in that it covers not only the influences of both WOM source attributes and key component factors of educational services on both educational services choices and satisfaction with such services but also the influence of WOM source attributes on attribute expectations prior to the first visit to a particular private educational institutions, and in turn the influence of such attribute expectations on educational services choices. Most particularly, the significance of this study lies in the fact that in an effort to more clearly explain the causal relationship between WOM source effects and educational services choices a test of the mediating role of attribute expectations was conducted. Although the research seems simple, some theoretical implications can be drawn as follows: WOM message source effects on educational services choices were positive and moreover these positive impacts are likely to be reinforced by means of the mediating variable of attribute expectations.

• Journal of Korean Home Economics Education Association
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• v.25 no.3
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• pp.39-60
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• 2013

The purpose of this study was to develop teaching-learning plans featuring the practical problem based instruction for character education in middle school Home Economics classes. Six elements of character education including trustworthiness, respect, responsibility, fairness, caring, and citizenship were identified and 21 practical problems were drawn as a result of analyzing the contents of Home Economics curriculum. Teaching-learning plans and hand-outs for students included four steps such as problem perception, practical reasoning, action, and evaluation that comprise the practical problem based instruction to solve the practical problems. The validity of the program was evaluated by 5 professors and 10 home economics teachers with 5-Likert scale. The result of 4.28 and 4.32 on average indicated that teaching-learning plans are appropriate to character education in Home Economics classes. The follow-up study needs to be conducted to apply the teaching-learning plans to Home Economics classes.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.4
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• pp.233-244
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• 2018

The purpose of this study was to improve awareness of network marketing business in South Korea, which takes a quite negative view of network marketing, to raise awareness of "starting up a business" as independent business owners, to assist them in building their own subjecthood in network business and entrepreneurial identity, and ultimately to give some suggestions on how to improve their self-directed entrepreneurial competency and the quality of their business management. To make an empirical analysis of 121 independent business owners of Korean native network marketing, the personal and background variables of the entrepreneurs were selected as independent variables, and entrepreneurship was selected as a mediator variable. The selected dependent variables were financial and non-financial business performances. A multiple regression analysis was conducted by inputting the variables. The findings of the study were as follows: It produced an effect of more financial performance when the innovation of the independent business owners of network marketing was better, and this innovation was possible to have only when they improved in entrepreneurial efficacy and locus of control. In contrast, only authenticity had an effect on boosting non-financial business performance among the factors of entrepreneurship. To have authenticity, it's necessary to strengthen achievement needs and awareness of locus of control among the personal characteristics of the independent business owners of network marketing. Among the factors of entrepreneurship, there was better authenticity when their personal networks were broader among their background characteristics. In addition, self-efficacy that was one of personal characteristics made a direct contribution to the enhancement of non-financial performance. As a result, independent business owners of network marketing are required to hold a strong belief in their own business, to be active in business activities and to have a high efficacy as spontaneous principal agents, and they also are required to have more adventurous, planned, active and propulsive achievement needs that enable them to attain the goals of their business and keep moving forward. Besides, they should foster their locus-of-control competency that is to control, endure and be responsible for a variety of phenomena or incidents that they face, and there will be better financial performance or non-financial performance only when they demonstrate their self-belief and confidence and when they have faith in and conviction about themselves. For independent business owners of network marketing, a consumer-centered thinking that entails authenticity and trustworthiness and touches the hearts of customers is a more effective marketing strategy than an egocentric thinking as sellers when they approach customers. And they are expected to make progress in terms of the quality of business management when their business attachment or enthusiasm is great enough to match their own efficacy with entrepreneurial identity or strike a balance between them.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.30 no.5
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• pp.909-928
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• 2020

From the early 1970s, the US government began to recognize that penetration testing could not assure the security quality of products. Results of penetration testing such as identified vulnerabilities and faults can be varied depending on the capabilities of the team. In other words none of penetration team can assure that "vulnerabilities are not found" is not equal to "product does not have any vulnerabilities". So the U.S. government realized that in order to improve the security quality of products, the development process itself should be managed systematically and strictly. Therefore, the US government began to publish various standards related to the development methodology and evaluation procurement system embedding "security-by-design" concept from the 1980s. Security-by-design means reducing product's complexity by considering security from the initial phase of development lifecycle such as the product requirements analysis and design phase to achieve trustworthiness of product ultimately. Since then, the security-by-design concept has been spread to the private sector since 2002 in the name of Secure SDLC by Microsoft and IBM, and is currently being used in various fields such as automotive and advanced weapon systems. However, the problem is that it is not easy to implement in the actual field because the standard or guidelines related to Secure SDLC contain only abstract and declarative contents. Therefore, in this paper, we present the new framework in order to specify the level of Secure SDLC desired by enterprises. Our proposed CIA (functional Correctness, safety Integrity, security Assurance)-level-based security-by-design framework combines the evidence-based security approach with the existing Secure SDLC. Using our methodology, first we can quantitatively show gap of Secure SDLC process level between competitor and the company. Second, it is very useful when you want to build Secure SDLC in the actual field because you can easily derive detailed activities and documents to build the desired level of Secure SDLC.