• Journal of Fashion Business
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• v.23 no.2
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• pp.140-155
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• 2019

The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers' characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.11
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• pp.76-84
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• 2019

This study was a descriptive study to investigate the influence of moral self-concept and ethical values on attitude toward withdrawal of life-sustaining treatment among nursing students. The study subjects were 296 nursing students from 2 nursing colleges in G city. The data were collected from June 12 to June 23, 2017 and analyzed using the SPSS 23.0 program. The mean score of the moral self-concept was 3.48±0.33, of ethical values was 3.50±0.37 and of attitude toward withdrawal of life-sustaining treatment was 3.13±0.43. In attitude toward withdrawal of life-sustaining treatment, there were significant differences in grade(F=3.21, p=.024), practice(t=2.06, p=.040) and nursing ethics education(t=2.98, p=.003). There was a significant negative correlation between attitude toward withdrawal of life-sustaining treatment and moral self-concept(r=-.14, p=.017) and ethical values(r=-.42, p<.001). The significant predictors that influence the attitude toward withdrawal of life-sustaining treatment were ethical values and nursing ethics education. The explanatory power was 22.5%. Based on the above results, additional studies to determine the various factors affecting attitude toward withdrawal of life-sustaining treatment of nursing students should be conducted and systematic education programs need to be developed to foster utilitarian values in order to form a positive attitude toward withdrawal of life-sustaining treatment.

• The Journal of Society for e-Business Studies
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• v.12 no.4
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• pp.53-69
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• 2007

The convergence of telecommunications and broadcasting is representative of many innovative technologies in the digital environment. It has recently been emphasized as an alternative solution to overcome the on-going saturation of the telecommunications and broadcasting markets. Despite this effort, however, growth of the market and its related services cannot reach prior expectations due to lack of understanding on the real user-end. Telecommunications technology used to serve its instrumental purpose and broadcasting services usually support entertainment functions which in themselves have an inherent value. Our research questions what factors influence users' attitude and decision-making when it comes to using telecommunications-broadcasting convergence services. The research model of this paper proposes intrinsic motivator focusing on hedonic value, extrinsic motivator having utilitarian values, and perceived control as internal and external conditions. To verify our model empirically, we selected the DMB technology which is a good example of distinctive telecommunications-broadcasting convergence service.

• Journal of The Korean Association For Science Education
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• v.33 no.5
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• pp.981-994
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• 2013

This study aims to examine two hypothetical models for the variables of students' environmental perspective. First hypothetical model is the mediating role of recognition and familiarity between aesthetic and negativistic perspectives. Second hypothetical model is the separate path from humanistic to dominionistic perspectives. One hundred four tenth grade students participated in this study. We used Pearson correlation, partial correlation, and path analysis to examine the fitness of hypothetical models. The findings showed that the mediating role of recognition and familiarity between aesthetic and negativistic perspectives were statistically accepted. To prevent students' bias for fancy or gross animals, the learning (for instance, recognition and familiarity) may play role in reducing the bias. Second, there were two differential paths from humanistic to dominionistic perspectives (ecologistic-naturalistic path and scientistic-utilitarian path). While ecologistic-naturalistic path does not reach dominionistic perspective, scientistic-utilitarian path does reach dominionistic perspective. To prevent students' dominionistic perspective for nature, they need to understand ecologistic-naturalistic minds for the nature.

• Fashion & Textile Research Journal
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• v.12 no.3
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• pp.302-309
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• 2010

The purposes of this study were to examine whether the e-promotion interest was an influencing variable on promotion-acceptance attitudes, browsing, consumer satisfaction and e-loyalty, and to investigate the predictors for e-loyalty of shopping mall according to e-promotion interests. A questionnaire was developed based on the previous researches. Data were obtained from 555 adults who had purchased fashion products in online shopping. Data were analyzed using by factor analysis, Cronbach's alpha, t-test and regression. The results showed that consumers with high e-promotion interests were more likely to accept e-promotions affectively and behaviorally, to have hedonic and utilitarian browsing, to satisfy the online shopping, and to make e-loyalty compared to them with low e-promotion interests. For high interested group in e-promotion, the more cognitive and affective attitudes toward promotion acceptance they were the greater e-loyalty in the context of online shopping for fashion products. Additionally, the more hedonic browsing and satisfy the online shopping they were the greater e-loyalty of shopping mall at Internet. However, for low interested group in e-promotion interests, the more utilitarian browsing and satisfy the online shopping they were the greater e-loyalty of online shopping for fashion products. It implies that consumer' e-promotion interest was an influencing variable on promotion-acceptance attitudes, browsing, consumer satisfaction and e-loyalty in online shopping for fashion products. Consumer satisfaction played an important role for making e-loyalty of fashion shopping malls. These findings are discussed in terms of insights for developing the strategies of encouraging to make the loyalty of shopping mall in the context of purchasing fashion products at Internet.

• 한국체육학회지인문사회과학편
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• v.55 no.6
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• pp.417-435
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• 2016

The purpose of this study was to develop a valid, reliable instrument to measure perceived value for Taekwondo performance spectators. The perceived value scale for Taekwondo performance spectators was developed in eight phases. For the development spectators perceived value scale (1) literature review, (2) preliminary factors and items selected, (3) assessment of the items, (4) pilot test, (5) data sampling, (6) validity of development scale, (7) assess reliability of items and, (8) predictive validity of development items. Based on three processes, a new perceived value of Taekwondo performance spectators scale with six factors(cultural, social, hedonic, aesthetic, moral and utilitarian value) and 19 items were developed. The result of predictive validity of development items: first, cultural, social, aesthetics, moral of perceived value had significantly influence on spectators attitude. Second, social, hedonic, utilitarian of perceived value had significantly influence on spectators satisfaction. Third, cultural, social, aesthetics perceived value had significantly influence on future consumption behavior of spectators.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of Korea Game Society
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• v.9 no.3
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• pp.107-119
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• 2009

Online games belong to a technology-oriented service industry that has emerged from the assimilation of game contents and communication networks in the respective realms of culture technology (CT) and information technology (IT). This study examines the individual acceptance of online games as entertainment-oriented technology based on the belief-attitude-intention paradigm and the underlying hedonic and utilitarian motivations. To measure the latent variables influencing the acceptance process, a structured questionnaire was developed based on the existing Technology Acceptance Model. Research model analysis and hypothesis testing were carried out using a structural equation model. Results indicated that latent variables reflecting hedonic and utilitarian characteristics had a significant influence on user behavior in the acceptance of online games. By uncovering the core factors in! fluencing the acceptance of online games and thereby theoretically verifying the latent variables influencing the acceptance of entertainment-oriented technology, this study provides strategic implications for business models by game companies aimed at attracting a large user base and dominating the market.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.588-590
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• 2013

This study aims to explore and understand better how consumers' value orientation relates to consumer's intention to use and Word-of-Mouth behaviors in using Web sites. Consumers have perceptions of the shopping value they acquire during their experiences in navigating Web sites. This consumer's shopping value is considered as utilitarian shopping value, information shopping value, and hedonic shopping value. The current paper proposes that value orientation of consumers in Web sites would consequently affect consumer attitude such as intention to use and Word-of-Mouth. In addition, the research investigates the moderating effect of consumer's personality between consumer's shopping value and consumers' attitude in Web sites. For testing the hypothesized research model, survey and Lisrel analysis are conducted. The findings emphasize that online providers need to focus on the perceived values most salient to consumers in order to improve their profitability. Furthermore, providers may also identify the reason why consumers perceive these values much lower when using the Web sites.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.51-76
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• 2014

As the smart phone devices gain popularity, companies no longer consider mobile application marketing as an auxiliary marketing tactic. The branded mobile application (branded app) becomes an important part of marketing strategies. This study is an attempt to investigate antecedents of the use intention of the branded app from the perspective of TAM (Technology Acceptance Model). This study takes a macro perspective in explaining the adoption process by incorporating a set of new, yet promising additional variables into the TAM model such as flow experience, benefits, innovation inclination, and customization features. Data were collected by using a survey research. A total of 270 responses were collected. Questionnaires from 25 individuals were removed from the data set due to the insincere responses, leaving the final sample size of 245. Findings support all but one hypotheses of the study. Both perceived utilitarian benefits and customization features of the branded app were found to have positive influences on the perceived usefulness of the branded app. Also, the innovation inclination and perceived entertainment of branded app users showed positive influences on the perceived ease of use of branded app. In addition, it was shown that the perceived usefulness about the use of the branded app influenced positively the flow experience and the users' attitudes toward branded app. Also, the ease of use perceived by branded app users had positive influences on the perceived usefulness and the user's attitude toward branded app. However, the ease of use of branded app did not have a significant influence on the flow experience among users. Moreover, the flow experience from the use of branded app users influenced positively the user's attitude toward branded app. Finally, the users' attitudes toward branded app had positive influences on their intention to use the branded app. Implications for practitioners and academicians are provided.