• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.1-13
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• 2023

YouTube has become a popular platform for vlogs. Among various forms of vlogs, office worker vlogs, in which a person engaged in a specific job shows his/her work environment and daily routine, are gaining popularity. Thus, focusing on office worker vlogs, the present research investigates the effects of office worker vlogs' characteristics (i.e., vlog content characteristics, vlogger characteristics) on the YouTube viewers' educational value of the vlog and their job engagement. Specifically, this research examines whether(1) vlog content characteristics (i.e., usefulness, accessibility, and vividness) and (2) vlogger characteristics (i.e., job similarity, credibility, and expertise) influence the YouTube viewers' educational value of the vlog. Moreover, this research examines how the YouTube viewers' educational value of the vlog affects their job engagement. With a sample of YouTube viewers of office worker vlogs (N = 215), structural equation modelling was implemented to investigate the relationships in the proposed model. The results indicate that (1) perceived usefulness of the office worker vlog is positively associated with the educational value of the vlog; (2) perceived accessibility of the office worker vlog is positively associated with the educational value of the vlog, albeit marginally significant; (3) perceived vividness of the office worker vlog is positively associated with the educational value of the vlog; (4) perceived job similarity to the office worker vlogger is positively associated with the educational value of the vlog; (5) perceived credibility of the office worker vlogger is positively associated with the educational value of the vlog; (6) perceived expertise of the office worker vlogger is positively associated with the educational value of the vlog; and (7) the educational value of the office worker vlog is positively associated with the YouTube viewers' job engagement. The findings provide important implications for the production and use of office worker vlog contents.

• 유통과학연구
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• 제21권3호
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• pp.101-111
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• 2023

Purpose: The first purpose of this study is deriving in-store characteristics that affect the experience of customers using unmanned stores and reveals the value of major services that customers feel and experience. Also, an empirical analysis is conducted on the effect of intelligent consumption value after using unmanned stores on consumption emotions and continuous use intention, and the modulating effect of customers' untact tendency on environmental characteristics and the value of intelligent services is verified. Research design, data and methodology: Samples were taken from 186 people who visited the unmanned store from April to June 2022 to investigate the research model. Results: It was found that the environmental characteristics of unmanned stores had a positive effect on the intelligent service value. Also, the higher the value of intelligent service, the stronger the influence on consumption emotions, and the higher the value of the intelligence service and consumption emotions, the stronger the impact on the intention to use intention. The untact propensity played a role in controlling the relationship between ease of using technology and the intelligent service value and the relationship between spatial arrangement and functionality and intelligent service value. Conclusion: In order to improve unmanned store service in the trend of spreading unmanned stores, it is necessary to not only improve the technology using convenience in terms of store environmental characteristics but also create innovative consumption experiences in terms of space layout, function, and convenience of payment.

• 한국의류학회지
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• 제42권1호
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• pp.183-194
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• 2018

This study investigated the characteristics of Omni Channel and examined the influence of them on consumers' perceived functional value and emotional value as well as the effect of perceived functional value and emotional value on user's intention of use through Omni Channel. To verify the research model, the questionnaire survey was conducted on 20's to 40's men and women residing in Seoul and the metropolitan area by convenience sampling. The number of copies used for data analysis was 696. To verify the research model, factor analysis, reliability analysis, and structural equation model analysis were performed using AMOS 20.0. First, Omni Channel characteristics consisted of four factors: instant connectivity, location-based provability, interactivity, and entertainment. Second, the instant connectivity, location-based provability and entertainment positively influenced functional value and emotional value; however, the interactivity was significant only to the emotional value. Third, consumers' perceived value of Omni Channel characteristics had a significant effect on attitude. Fourth, the more favorable the attitude toward Omni Channel is higher for the intention to use Omni Channel.

• Asia Pacific Journal of Business Review
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• 제6권1호
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• pp.49-59
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• 2021

This study was conducted to explore the causal relationship between the characteristics of mobile shopping mall use and the effect on the intention to use mobile shopping malls through perceived value (hedonic value and utilitarian value). Specifically, this study defined the usage characteristics of mobile shopping malls as accessibility, convenience, and enjoyment, respectively, and attempted to explain the relationship on the intention of use through perceived value. The research results are as follows. First, it was found that enjoyment had a positive (+) effect on hedonic value. However, it was found that convenience did not affect hedonic value. On the other hand, contrary to expectations, accessibility was found to have a negative (-) effect on hedonic value. Second, it was found that accessibility and convenience had a positive (+) effect on utilitarian value. However, it was found that pleasure did not affect utilitarian value. Third, it was found that utilitarian value had a positive (+) effect on the intention to use mobile shopping, while hedonic value did not affect the intention to use mobile shopping. Through this, it is meaningful to provide mobile shopping users with solutions to improve their restrictions in the shopping process.

• 유통과학연구
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• 제11권11호
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• pp.71-76
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• 2013

Purpose - This study investigated the effect of consumers' personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology - The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results - Consumers' personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers' attitude toward social commerce was utilitarian value. Consumers' personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion - The findings suggest that consumers' attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers' shopping value and build positive value about social commerce itself.

• 한국프랜차이즈경영연구
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• 제6권2호
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• pp.105-122
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• 2015

This study was to investigate the impact of environment characteristics on perceived value and visit intention in franchise coffee shops. And, the study was to examine the mediating role of perceived value in the relationship between environment characteristics and visit intention. The data were collected from 212 coffee shop users and analyzed with SPSS and AMOS.. The findings are as follows. First, price, service, and atmosphere have a significant effect on the defined hedonic value but menu does not. Second, price and service have a significant effect on utilitarian value but menu and atmosphere do not. Finally, both hedonic value and utilitarian value have a significant effect on visit intention.

• 한국의류산업학회지
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• 제6권3호
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• pp.321-328
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• 2004

The purpose of this study were to investigate the differences of shopping value, promotional affects and product characteristics between buyers and non-buyers, and to examine the most influenced variable on purchasing behaviors of fashion products in CATV home-shopping. We collected data from 595 consumers related to CATV home-shopping in Busan. Data were analyzed by factor analysis, t-test, ${\chi}^2$-test and discriminant analysis. Results showed that there are significant differences between buyers and non-buyers of shopping value demographic characteristics, promotional affects and product characteristics. Especially, shopping value perceived by consumers(e.g., practical value and hedonic value) and product characteristics(e.g., response of others) discriminated whether consumers purchased the fashion products of CATV home-shopping or not. We discussed the implications of results to encourage the purchasing behavior of fashion products in CATV home-shopping.

• 디지털산업정보학회논문지
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• 제20권2호
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• pp.141-157
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• 2024

This study examines the impact of cryptocurrency value characteristics on cryptocurrency investment intention. Stock craze and information provided through various media, including YouTube, play an essential role in helping investors recognize the value of cryptocurrency and develop positive investment intentions. In this study, we applied the Value-Based Adoption Model (VAM) to verify the relationship between cryptocurrency value characteristics and investment intention. We surveyed 500 cryptocurrency investors to assess network externalities, awareness, compatibility, cost benefits (fees), technicality, security, perceived value, and investment intentions. SEM (Structural Equation Modeling) using AMOS 26.0 was used for data analysis. Results show that network externalities, awareness, compatibility, cost benefits (fees), security, and perceived value significantly impact investment intention. This study provides insights that help investors accurately perceive cryptocurrencies and develop strategies to increase investment intentions. It also contributes to improving investors' decision-making ability. This comprehensive approach will foster the growth of the cryptocurrency market and strengthen investor confidence.

• 산업경영시스템학회지
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• 제43권2호
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• pp.87-97
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• 2020

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

• 대한가정학회지
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• 제40권4호
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• pp.105-124
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• 2002

The purpose of this study was to analyze searching value types of Internet consumer information and to identify difference of information characteristics by searching value types. The online survey was conducted by 262 netizens. We used SPSS10.0 package and statistical analysis as follows : factor analysis, cluster analysis, one-way ANOVA, and Duncan's multiple range test. The results were summarized as follows: 1) searching value types of Internet consumer information were classified into 3 types - high benefit/high risk type, middle benefit/middle risk type, high benefit/low risk type. 2)In the degree of significance for information characteristics, consumer recognized accuracy as the most important then comes variability, utility, up-to-dateness, and reliability in that order. 3) high benefit/high risk type among searching value types was evaluated the most affirmative types for Internet consumer information.