• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.127-133
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• 2022

In the wake of COVID-19, more consumers prefer non-face-to-face services and the explosion in the use of delivery apps is shaping a new delivery culture. Meanwhile, in order to solve social problems such as platform monopoly of private delivery apps and increased brokerage fees, many municipalities are launching public delivery apps from 2020 onwards. However, consumers who are used for the existing private delivery apps are not aware of the public delivery apps and the utilization rate is low. In this study, we will look at the impact of sense of community and service quality (information quality, delivery quality) on the intend to use public delivery apps. Studies have shown that SOC and information quality have a significant impact on the attitude of using public delivery apps, but not delivery quality. In addition, the attitude of using public delivery apps has been shown to have a mediating effect on the relationship between SOC, information quality and public delivery app use intentions respectively. Therefore, to activate the public delivery apps, it was found that it is necessary not only to promote, but also to improve user convenience, such as product search and user review inquiry to improve information quality, along with efforts to strengthen the sense of local community.

• Knowledge Management Research
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• v.23 no.4
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• pp.275-294
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• 2022

In recent years, with the continuous integrative development of e-commerce and social media, social commerce, as a trust-centered social transaction mode, has become an important performance form of e-commerce. The good experience of online community and abundant user-generated content (UGC) attract more and more users and businesses to participate in the community contribution. In this context, the cost of accessing information is continuously decreasing, which not only makes the purchase process more concise and efficient, but also greatly increases the possibility of consumers' impulsive consumption. However, there are very few empirical studies on the internal influencing mechanism of consumers' impulsive consumption based on the characteristics of UGC for social commerce. In view of this, based on S-O-R model, this study constructs a model of consumers' impulsive consumption in the context of social commerce from the characteristics of UGC, with perceived risk as the mediating variable and tie strength as the moderating variable. The results show that content authenticity, content usefulness, and content valence of UGC have significant negative impacts on consumers' risk perception in the process of purchase decision-making, and consumers' perceived risk has a significant negative impact on consumers' impulsive consumption. Meanwhile, the tie strength between UGC producer and UGC receiver plays a moderating role between content usefulness and perceived risk, as well as between perceived risk and impulsive consumption. Finally, combined with the above findings, this study provides effective suggestions for relevant participants in social commerce in terms of business management.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.24-46
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• 2023

This study sought to examine how internal market orientation of service organizations affects the service providers' adaptive service behavior and to determine what psychological processes go through for this purpose. To achieve this purpose, based on previous research, a research model was set up to predict that internal market orientation of service organizations will increase service providers' adaptive service behavior by continuously mediating the psychological processes of person-environment fit and work engagement. To test the hypothesis, a survey was conducted and data were collected from nutritionists at consignment catering companies located in Busan and Gyeongnam. As a result of testing the hypotheses proposed in this study's research model, internal market orientation increased person-job fit and person-organization fit, which are key elements of person-environment fit. And, it was confirmed that person-job fit and person-organization fit have a positive effect on work engagement. Additionally, work engagement improved service providers' adaptive service behavior. Lastly, this study confirmed that the influence of internal market orientation on adaptive service behavior is continuously mediated by person-environment fit and job enthusiasm.

• Science of Emotion and Sensibility
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• v.26 no.3
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• pp.53-68
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• 2023

Materialism can be triggered by various social events. Based on theories on functions of materialistic goal pursuit, this study investigates how social exclusion evokes desires related to one's identity, resulting in an increase in materialism. Specifically, we predicted that social exclusion would increase the desire for control and belonging, thus leading to higher levels of materialism. Moreover, based on the theory of the approach tendency of power, we further predicted that individuals with a higher sense of power would experience greater desires for belonging and control when faced with social exclusion. To examine the hypotheses, we conducted an experiment using 202 Korean women. The results indicated that social exclusion resulted in an increase in the desire for control, thus increasing materialism. This relationship is stronger for individuals with a high sense of power, and the path from social exclusion to materialism based on the need for control is significant for those with a high sense of power. Although social exclusion increases the need to belonging, the relationship between the need to belonging and materialism is not significant, and its mediating effect was not supported in this study. Based on these findings, we discussed implications and directions for future research.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.1
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• pp.13-28
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• 2022

Korean Government Budget Supports for startups have been spiked and resulted in increasing the number and scaling up Startup Accelerating managers. It have skyrocketed the strong demand for their qualified roles. However, unclear role description and gap between required role and their capability have discouraged startup manager's self-efficacy resulted in declining their full commitment and causing poor role performance. The focus of this research falls on empirical analysis to the effect of startup accelerating manager's capability characteristics on their full commitment and performance to start-up support groups. This research is expected to deliver diverse policy alternatives to build up manager's core competencies to accelerate their self-efficacy leading their full role commitments and finally pushing up policy performance. In addition, this research will found more strong literature review for the following researches in this emerging fields. This research is brought four highlighting results with respect to four research problems. First, it propose proper concept of startup accelerating manager based upon its legal entitlement. Second, it drive required core competencies of manager for successful their accountability. Third, it analyze the unique features of startup accelerating manger's capabilities against business incubation manger. Fourth, it empirically analyze in coming with government startup funding, the effect of self-efficacy including employment status, job environment, etc. on their organizational commitment and job performance. This research reveal the required unique core competencies of manger into founder sourcing ability, project managing ability, startup proving and pivoting ability, consulting ability for successful investment raising. As of this empirical research results, First, manager's ability have positively effect on their job performance, full commitment, and self-efficacy. Second, self-efficacy have a mediating effect on manager's ability, job performance, full commitment. This research derive key policy implication of requiring to build up more accelerating ability, of manager from the basics to advance level by customized and algorithm based traing program. This accelerating ability buildup program will not only surge self-efficacy of manger resulting in making full commitment and better job performance, but also devote to categorizing the unique new feature and position of manger as seed investment and supporter.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.89-114
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• 2008

Most of the extant studies on communication effects have been devoted to the typical issue, "what types of communication activities are more effective for brand awareness or brand attitudes?" However, little research has addressed another question on communication decisions, "what makes communication activities less effective?" Our study focuses on factors negatively influenced on the efficiency of communication activities, especially of Advertising. Some studies have introduced concepts closely related to our topic such as consumer confusion, brand confusion, or belief confusion. Studies on product belief confusion have found some factors misleading consumers to misunderstand the physical features of products. Studies on brand confusion have uncovered factors making consumers confused on brand names. Studies on advertising confusion have tested the effects of ad models' employed by many other firms for different products on communication efficiency. We address a new concept, Ad noises, which are any factors interfering with consumers exposed to a particular advertisement in understanding messages provided by advertisements. The objective of this study is to understand the effects of ad noises caused by ad models on brand awareness and brand attitude. There are many different types of AD noises. Particularly, we study the effects of AD noises generated from ad model selection decision. Many companies want to employ celebrities as AD models while the number of celebrities who command a high degree of public and media attention are limited. Inevitably, several firms have been adopting the same celebrities as their AD models for different products. If the same AD model is adopted for TV commercials for different products, consumers exposed to those TV commercials are likely to fail to be aware of the target brand due to interference of TV commercials, for other products, employing the same AD model. This is an ad noise caused by employing ad models who have been exposed to consumers in other advertisements, which is the first type of ad noises studied in this research. Another type of AD noises is related to the decision of AD model replacement for the same product advertising. Firms sometimes launch another TV commercial for the same products. Some firms employ the same AD model for the new TV commercial for the same product and other firms employ new AD models for the new TV commercials for the same product. The typical problem with the replacement of AD models is the possibility of interfering with consumers in understanding messages of the TV commercial due to the dissimilarity of the old and new AD models. We studied the effects of these two types of ad noises, which are the typical factors influencing on the effect of communication: (1) ad noises caused by employing ad models who have been exposed to consumers in other advertisements and (2) ad noises caused by changing ad models with different images for same products. First, we measure the negative influence of AD noises on brand awareness and attitudes, in order to provide the importance of studying AD noises. Furthermore, our study unveiled the mediating conditions(variables) which can increase or decrease the effects of ad noises on brand awareness and attitudes. We study the effects of three mediating variables for ad noises caused by employing ad models who have been exposed to consumers in other advertisements: (1) the fit between product image and AD model image, (2) similarity between AD model images in multiple TV commercials employing the same AD model, and (3) similarity between products of which TV commercial employed the same AD model. We analyze the effects of another three mediating variables for ad noises caused by changing ad models with different images for same products: (1) the fit of old and new AD models for the same product, (2) similarity between AD model images in old and new TV commercials for the same product, and (3) concept similarity between old and new TV commercials for the same product. We summarized the empirical results from a field survey as follows. The employment of ad models who have been used in advertisements for other products has negative effects on both brand awareness and attitudes. our empirical study shows that it is possible to reduce the negative effects of ad models used for other products by choosing ad models whose images are relevant to the images of target products for the advertisement, by requiring ad models of images which are different from those of ad models in other advertisements, or by choosing ad models who have been shown in advertisements for other products which are not similar to the target product. The change of ad models for the same product advertisement can positively influence on brand awareness but positively on brand attitudes. Furthermore, the effects of ad model change can be weakened or strengthened depending on the relevancy of new ad models, the similarity of previous and current ad models, and the consistency of the previous and current ad messages.

• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.212-229
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• 2020

'Live + Sale' is actively promoted in China and 'Wang-Hong', also known as Chinese internet celebrities are dominating this format of marketing strategy recently. They introduce products to consumers through live broadcasts, promote online shopping, and frequently evoke impulsive buying. Under this context, it is worth focusing on what factors influence impulse buying during Wang-Hong's live broadcast. This study investigated the impact of Wang-Hong characteristics on impulse buying behavior when watching live sales. Also, the mediating role of flow experience and viewing satisfaction was explored. Furthermore, we expected that the different live broadcast circumstances could have a different impact on flow experience, viewing satisfaction, and impulse purchase. A total of 242 Chinese women who have experience of viewing live sales were recruited through a Chinese research platform. The results revealed that Wang-Hong's trustworthiness and attractiveness positively affected the viewer's impulse buying directly, and indirectly through flow experience and viewing satisfaction, whereas expertise did not have any impact on impulse purchase. However, there were no significant differences between the two live broadcast circumstances. This research can enhance understanding of the impulse buying process during Wang-Hong's live sale and help brands come up with effective influencer marketing strategies using live sales.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.101-124
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• 2004

This study is to investigate structure relationship between factors influencing or mediating store loyalty in service encounter. The result of study suggests salesperson's voluntary service has an effect on store loyalty through interpersonal relationship and store satisfaction. On the other hand, nonvoluntary service doesn't statistically influence interpersonal relationship but influences store loyalty through store satisfaction. Interestingly this results shows that store loyalty is consisted of cognitive loyalty, affective loyalty, intentional loyalty, and behavioral loyalty and each loyalty have an affect in sequence each other. Managerial implications on research result is followed as first, as an evaluation method of salesperson, it is useful to evaluate salesperson's behavioral performance. second, to build store loyalty, it must make an effort for marketer to differentiate through store promotion in terms of customer's cognitive perspectives. It is meaningful for these results to apply to current retailing situations practically.

• BMB Reports
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• v.42 no.10
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• pp.636-641
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• 2009

The penetrating of monoclonal antibodies (mAbs) into solid tumor may be hampered by their large size. The antibody mimetics, composed of two complementarity-determining regions (CDRs) through a cognate framework region (FR), have been demonstrated to have the capacity to penetrate tumors superior to its parental intact IgG. In this study, we used CDR and FR sequences from the humanized anti-HER2 monoclonal antibody trastuzumab to design four antibody mimetics. Then these antibody mimetics were fused to human IgG Fc to generate mimetics-Fc small antibodies. One of the four mimetics-Fc antibodies binds well to HER2-overexpressing SK-BR3 cells and effectively inhibits the binding of trastuzumab. This mimetics-Fc, denoted as HMTI-Fc, was shown to be effective in mediating antibody-dependent cellular cytotoxicity and exhibit an antiproliferative effect in SK-BR3 cells. To our knowledge, the HMTI-Fc antibody shown here is the smallest fully functional antibody and may have a potential for treatment of cancer.

• Korean Journal of Veterinary Research
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• v.43 no.3
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• pp.405-414
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• 2003

The purpose of this study was to assess the role of tachykinins (TK) in mediating nonadrenergic noncholinergic (NANC) contractions produced by electrical field stimulation (EFS) in the longitudinal muscle of the rat ileum. In the presence of atropine ($1{\mu}M$), guanethidine ($5{\mu}M$), and L-nitroarginine (L-NNA, $200{\mu}M$), EFS (0.5ms pulse duration, 120 V, 1-20 Hz for 2 min) produced a frequency-dependent slowly-developing tonic contraction with superimposed phasic contractions ('on'-contraction) followed by off slowly-decreasing tonic and superimposed phasic contractions ('off'-contraction) of mucosa-free longitudinal oriented muscle strip. These EFS induced responses were blocked by tetrotoxin. $NK_1$ receptor selective antagonist L-732,138 strongly inhibited the EFS-induced excitatory responses. However $NK_2$ receptor selective antagonist, GR 159897 and $NK_3$ receptor selective antagonist SB 222200 did not significantly inhibited the responses. $NK_1$ receptor selective agonist [$Sar^9$,$Met(O_2)^{11}$] Substance P and $NK_2$ receptor selective agonist [${\beta}-Ala^8$]-neurokinin A (4-10) induced tonic contraction with superimposed phasic contractions of longitudinal oriented muscle strip and almost blocked by selective antagonist L-732,138 and GR 159897, respectively. But $NK_3$ receptor selective agonist senktide did not showed any effect. Nifedipine ($1{\mu}M$) abolished the contraction produced either by EFS or by the TK receptor agonists [$Sar^9$,$Met(O_2)^{11}$] Substance P or [${\beta}-Ala^8$]-neurokinin A (4-10). It is concluded that, in the longitudinal muscle of rat ileum, both $NK_1$ and $NK_2$ receptors modulated the responses to exogenous tachykinins, whereas $NK_1$ is mainly involved in NANC neuromuscular contraction.