• International Journal of Advanced Culture Technology
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• v.9 no.1
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2002.11a
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• pp.373-387
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• 2002

무선인터넷 서비스에 대해 본 연구자는 사용자들이 휴대폰을 이용해 무선인터넷 서비스를 사용할 때 어떠한 동기를 가지고 사용을 하는지에 대해 실증연구를 하였다. 설문조사는 무선인터넷 사용자를 대상으로 온라인 설문조사를 실시하였으며, 요인분석과 회귀분석을 통해 결과를 분석하였다. 무선인터넷의 접속 시작 단계부터 과금이 되므로 접속을 위해 버튼을 누르는 행위 자체를 서비스의 소비(consumption)로 정의하였다. 사용동기는 내생적이며 즐거움을 추구하는 hedonic한 측면과 어떠한 과업을 수행하기 위한 실용적인 utilitarian한 측면으로 나누어 살펴보았다. 종전의 소비에 대한 hedonic/utilitarian 측면에 대한 연구는 유선인터넷 이용과 소비자 쇼핑행동에서 많이 이루어졌다. 이들 연구를 바탕으로 해서 무선인터넷 서비스 사용동기에 대한 모형을 추출하였다. 두 가지 동기요인에 의해 무선인터넷 고객집단을 네 집단으로 세분화하여 이들의 휴대폰 보유실태, 무선인터넷 사용실태, 속성 중요도 평가 및 만족도, 인구 통계적 특성을 비교해 본 결과 유의한 차이가 발견되었다. 본 연구는 무선인터넷 서비스에 대한 연구를 하는 연구자들과 서비스 제공업체에 무선인터넷 서비스 이용자들에 대한 이론적/실무적 시사점을 줄 것이다.

• Management & Information Systems Review
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• v.33 no.1
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• pp.263-278
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• 2014

The purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store's VMD and store visiting intention. The results showed that the hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions. In addition, the relationship between perceived hedonic benefits and store visiting intention was significantly different for PO and PE groups; hedonic benefits explained significantly more of the variance in store visiting intention for promotion-focused group than prevention-focused group. Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.

• Management & Information Systems Review
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• v.31 no.4
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• pp.217-236
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• 2012

This study attempts to suggest a model on the factors of the experiential intent. We propose a model that includes (1) the entertainment, aesthetic, empathy, information as exogenous constructs, (2) utilitarian value and hedonic value, as mediating constructs (3) experiential intent, as endogenous construct. To test the model, we analyze the data using the LISREL structural modeling. The results of our analyses suggest, as expected, that program traits -entertainment, aesthetic, empathy, information- influence utilitarian value and hedonic value, in turn, utilitarian value and hedonic value influence the experiential intent. We conclude with a discussion of managerial implications, including the potential to advance understanding the factors of experiential intent on broadcast program.

• The Journal of Information Systems
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• v.27 no.3
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• pp.203-225
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• 2018

Purpose This study investigated the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. Design/methodology/approach This study investigates the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. This study selected two hedonic and utilitarian attractions (Hedonic: Brandenburg Gate, Utilitarian: Peragamon Museum) located in Berlin. A total of 3,320 reviews was collected from TripAdvisor. We divided online reviews posted for these places into reviews with more affective language and with more cognitive language by using the LIWC. Then, we investigated the impact of language effect on review helpfulness across the attraction type. Findings The findings suggest that peers tend to judge more helpful toward cognitive language in attraction reviews regardless of attraction type. This study found that peers tend to perceive more helpful toward cognitive review in utilitarian attractions. Even though there was an interaction effect between review language and attraction type, in hedonic attractions, the influence of cognitive language was reduced, but still cognitive reviews would get more helpful votes.

• The Journal of Information Systems
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• v.16 no.4
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• pp.157-176
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• 2007

Most of the Information Systems(IS) literature has focused on utilitarian or hedonic Information Technology(IT) to explain and predict IT adoption and use. This study investigates the relationships among individuals' beliefs and intention to use of movie website, which has both utilitarian and hedonic characteristics simultaneously. As a theoretical background, this study adopts Technology Acceptance Model(TAM) and Motivation Theory, in which the former is well-known as a theory of IT adoption and use in IS field, and the latter is famous for a theory of individual's behavior in organizational behavior field. With 153 responses, five hypotheses are tested by using structured equation model. The results show that perceived ease of use positively influences perceived usefulness and perceived enjoyment, and that all individuals' beliefs have a positive impact on intention to use of movie web-site. Based upon the study results, movie website's managers and professionals can plan and conduct their courses of action effectively for users' continuous visits on their operating website.

• Management & Information Systems Review
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• v.30 no.3
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• pp.133-151
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• 2011

This study investigates the moderating effect of customer type(deal prone/promotion insensitives) on the relationship between perceived values on the reward program of tele-communication firms and customer satisfaction. To test moderating effect, Difference test for distinct parameters in Amos 18.0 program was used. Results show that there is no the moderating effect of customer variable. But both kind of perceived values(utilitarian value and hedonic value) have a significant effect on customer satisfaction. For all customer, utilitarian reward has influenced on the customer satisfaction more than hedonic reward. And for utilitarian reward, promotion insensitives customer has influenced on the customer satisfaction more than deal prone customer.

• The Journal of Information Systems
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• v.21 no.2
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• pp.135-160
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• 2012

In this paper, we identified the factors influencing on the continuous use intention of social commerce and analyzed the proposed model empirically using structural equation model, which was developed by considering hedonic and utilitarian shopping value, trust, satisfaction, familiarity, social influence, and perceived price. We collected data for this study by surveying the consumers who had an experience of purchasing through social commerce. An analysis of 212 respondents indicated that utilitarian and hedonic shopping value influenced on satisfaction as both of shopping value are significant statistically. Social commerce gives more attraction their consumers by reducing the price to half, whereas they are expected to present playfulness of shopping. Familiarity, social influence, and perceived price are influential factors in a purchase of social commerce sites. We discuss the implications of our findings for both theory and practice.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2008.10a
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• pp.410-414
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• 2008

Providing recommendations is acknowledged as one of important features of a business-to-consumer online storefront. Though there have been many studies on algorithms and operational procedures of personalized recommender systems, there is still a lack of empirical evidence demonstrating relationships between social presence and two important outcome variables of recommender systems: reuse intention and trust. To test the existence of a causal link between social presence and reuse intention, and mediating role of trust between these two variables, this study performed experiments varying level of social presence while providing personalized recommendations to users based on their explicit preferences. This study also compared these effects in two different product contexts: hedonic and utilitarian product. The results show that the provision of higher social presence increases both the reuse intention and trust of the recommender systems. In addition, the influence of social presence on reuse intention in the setting of recommending utilitarian products is less than that in the setting of recommending hedonic products.

• Journal of Intelligence and Information Systems
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• v.17 no.3
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• pp.115-130
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• 2011

Many online stores bring features that can build trust in their customers. More so, the number of products or content services on online stores has been increasing rapidly. Hence, personalization on online stores is considered to be an important technology to companies and customers. Recommender systems that provide favorable products and customer product reviews to users are the most commonly used features in this purpose. There are many studies to that investigated the relationship between social presence as an antecedent of trust and provision of recommender systems or customer product reviews. Many online stores have made efforts to increase perceived social presence of their customers through customer reviews, recommender systems, and analyzing associations among products. Primarily because social presence can increase customer trust or reuse intention for online stores. However, there were few studies that investigated the interactions between recommendation type, product type and provision of customer product reviews on social presence. Therefore, one of the purposes of this study is to identify the effects of personalized recommender systems and compare the role of customer reviews with product types. This study performed an experiment to see these interactions. Experimental web pages were developed with $2{\times}2$ factorial setting based on how to provide social presence to users with customer reviews and two product types such as hedonic and utilitarian. The hedonic type was a ringtone chosen from Nate.com while the utilitarian was a TOEIC study aid book selected from Yes24.com. To conduct the experiment, web based experiments were conducted for the participants who have been shopping on the online stores. Participants were a total of 240 and 30% of the participants had the chance of getting the presents. We found out that social presence increased for hedonic products when personalized recommendations were given compared to non.personalized recommendations. Although providing customer reviews for two product types did not significantly increase social presence, provision of customer product reviews for hedonic (ringtone) increased perceived social presence. Otherwise, provision of customer product reviews could not increase social presence when the systems recommend utilitarian products (TOEIC study.aid books). Therefore, it appears that the effects of increasing perceived social presence with customer reviews have a difference for product types. In short, the role of customer reviews could be different based on which product types were considered by customers when they are making a decision related to purchasing on the online stores. Additionally, there were no differences for increasing perceived social presence when providing customer reviews. Our participants might have focused on how recommendations had been provided and what products were recommended because our developed systems were providing recommendations after participants rating their preferences. Thus, the effects of customer reviews could appear more clearly if our participants had actual purchase opportunity for the recommendations. Personalized recommender systems can increase social presence of customers more than nonpersonalized recommender systems by using user preference. Online stores could find out how they can increase perceived social presence and satisfaction of their customers when customers want to find the proper products with recommender systems and customer reviews. In addition, the role of customer reviews of the personalized recommendations can be different based on types of the recommended products. Even if this study conducted two product types such as hedonic and utilitarian, the results revealed that customer reviews for hedonic increased social presence of customers more than customer reviews for utilitarian. Thus, online stores need to consider the role of providing customer reviews with highly personalized information based on their product types when they develop the personalized recommender systems.