• Title/Summary/Keyword: address analysis

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Sodium Salicylate(NaSaL) Induces Apoptosis of NCI-H1299 Lung Carcinoma Cells via Activation Caspase-3 Protease (NCI-H1299 폐암 세포주에서 Caspase-3 Protease 활성을 통한 Sodium Salicylate(NaSaL)의 세포고사)

  • Shim, Hyeok;Yang, Sei-Hoon;Bak, Sang-Myeon;Jeong, Eun-Taik
    • Tuberculosis and Respiratory Diseases
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    • v.53 no.5
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    • pp.485-496
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    • 2002
  • Background : Nonsteroidal anti-inflammatory drugs (NSAIDs) are useful in the chemoprevention of colon cancers. Continuous NSAID use results in a 40% to 50% reduction in the relative risk of colorectal cancer. The precise mechanism by which NSAIDs prevent and/or cause the regression of colorectal tumors is not known. Some investigators have reported that certain NSAIDs induce apoptosis and alter the expression of the cell cycle regulatory genes in some carcinoma cells when administered at a relatively high concentration. However, the possibility of NSAIDs application as chemopreventive agents in lung cancers remains to be elucidated. To address this question, the human lung cancer cell line NCI-H1299 was used to investigate whether or not NSAIDs might induce the apoptotic death of NCI-H1299 cells. Methods : A viability test was carried out using a MTT assay. Apoptosis was measured by flow cytometric analysis and unclear staining(DAPI). The talytic activity of the caspase family was measured by the fluirigenic cleavage of biosubstrates. To define the mechanical basis of apoptosis, western blot was performed to analyze the expression of the death substrates(PARP and ICAD). Results : NaSaL significantly decreased the viability of the NCI-H1299 cells, which was revealed as apoptosis characterized by an increase in the $subG_0/G_1$ population and unclear fragmentation. The catalytic activity of caspase-3 protease began to increase after 24 Hr and reached a peak 30 Hr after treatment with 10 mM NaSaL. In contrast, caspase-6, 8, and 9 proteases did not have a significantly altered enzymatic activity. Consistent with activation of caspase-3 protease, NaSaL induced the cleavage of the protease biosubstrate. Conclusion : NaSaL induces the apoptotic death of NCI-H1299 human lung cancer cells via the activation of caspase-3 protease.

An Evaluation Model for Software Usability using Mental Model and Emotional factors (정신모형과 감성 요소를 이용한 소프트웨어 사용성 평가 모델 개발)

  • 김한샘;김효영;한혁수
    • Journal of KIISE:Software and Applications
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    • v.30 no.1_2
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    • pp.117-128
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    • 2003
  • Software usability is a characteristic of the software that is decided based on learnability, effectiveness, and satisfaction when it is evaluated. The usability is a main factor of the software quality. A software has to be continuously improved by taking guidelines that comes from the usability evaluation. Usability factors may vary among the different software products and even for the same factor, the users may have different opinions according to their experience and knowledge. Therefore, a usability evaluation process must be developed with the consideration of many factors like various applications and users. Existing systems such as satisfaction evaluation and performance evaluation only evaluate the result and do not perform cause analysis. And also unified evaluation items and contents do not reflect the characteristics of the products. To address these problems, this paper presents a evaluation model that is based on the mental model of user and the problems, this paper presents a evaluation model that is based on the mental model of user and the emotion of users. This model uses evaluation factors of the user task which are extracted by analyzing usage of the target product. In the mental model approach, the conceptual model of designer and the mental model of the user are compared and the differences are taken as a gap also reported as a part to be improved in the future. In the emotional factor approach, the emotional factors are extracted for the target products and evaluated in terms of the emotional factors. With this proposed method, we can evaluate the software products with customized attributes of the products and deduce the guidelines for the future improvements. We also takes the GUI framework as a sample case and extracts the directions for improvement. As this model analyzes tasks of users and uses evaluation factors for each task, it is capable of not only reflecting the characteristics of the product, but exactly identifying the items that should be modified and improved.

Validation of the Korean Version of the Trauma Symptom Checklist-40 among Psychiatric Outpatients (정신건강의학과 외래환자 대상 한국판 외상 증상 체크리스트(Trauma Symptom Checklist-40)의 타당도 연구)

  • Park, Jin;Kim, Daeho;Kim, Eunkyung;Kim, Seokhyun;Yun, Mirim
    • Korean Journal of Psychosomatic Medicine
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    • v.26 no.1
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    • pp.35-43
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    • 2018
  • Objectives : Effects of multiple trauma are complex and extend beyond core PTSD symptoms. However, few psychological instruments for trauma assessment address this issue of symptom complexity. The Trauma Symptom Checklist-40 (TSC-40) is a self-report scale that assesses wide range of symptoms associated with childhood or adult traumatic experience. The purpose of the present study was to evaluate the validity of the Korean Version of the TSC-40 in a sample of psychiatric outpatients. Methods : Data of 367 treatment-seeking patients with DSM-IV diagnoses were obtained from an outpatient department of psychiatric unit at a university hospital. The diagnoses were anxiety disorder, posttraumatic stress disorder, depressive disorder, adjustment disorder and others. Included in the psychometric data were the TSC-40, the Life events checklist, the Impact of Event Scale-Revised, the Zung's Self-report Depression Scale, and the Zung's Self-report Anxiety Scale. Cronbach's ${\alpha}$ for internal consistency were calculated. Convergent and concurrent validity was approached with correlation between the TSC-40 and other scales (PTSD, anxiety and depression). Results : Exploratory factor analysis of the Korean Version of TSC-40 extracted seven-factor structure accounted for 59.55% of total variance that was contextually similar to a six-factor structure and five-factor structure of the original English version. The Korean Version of TSC-40 demonstrated a high level of internal consistency. (Cronbach's ${\alpha}=0.94$) and good concurrent and convergent validity with another PTSD scale and anxiety and depression scales. Conclusions : Excellent construct validity of The Korean Version of TSC-40 was proved in this study. And subtle difference in the factor structure may reflect the cultural issues and the sample characteristics such as heterogeneous clinical population (including non-trauma related disorders) and outpatient status. Overall, this study demonstrated that the Korean version of TSC-40 is psychometrically sound and can be used for Korean clinical population.

Future Development Strategies for KODISA Journals: Overview of 2016 and Strategic Plans for the Future (KODISA 학술지 성장전략: 2016 개관 및 미래 성장개요)

  • Hwang, Hee-Joong;Lee, Jung-Wan;Youn, Myoung-Kil;Kim, Dong-Ho;Lee, Jong-Ho;Shin, Dong-Jin;Kim, Byung-Goo;Kim, Tae-Joong;Lee, Yong-Ki;Kim, Wan-Ki
    • Journal of Distribution Science
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    • v.15 no.5
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    • pp.75-83
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    • 2017
  • Purpose - With the rise of the fourth industrial revolution, it has converged with the existing industrial revolution to give shape to increased accessibility of knowledge and information. As a result, it has become easier for scholars to actively persue and compile research in various fields. This current study aims to focus and assess the current standing of KODISA: the Journal of Distribution Science (JDS), International Journal of Industrial Distribution & Business(IJIDB), the East Asian Journal of Business Management (EAJBM), the Journal of Asian Finance, Economics and Business (JAFEB) in a rapidly evolving era. Novel strategies for creating the future vision of KODISA 2020 will also be examined. Research design, data, and methodology - The current research will analyze published journals of KODISA in order to offer a vision for the KODISA 2020 future. In part 1, this paper will observe the current address of the KODISA journal and its overview of past achievements. Next, part 2 will discuss the activities that will be needed for journals of KODISA, JDS, IJIDB, EAJBM, JAFEB to branch out internationally and significant journals will be statistically analyzed in part 3. The last part 4 will offer strategies for the continued growth of KODISA and visions for KODISA 2020. Results - Among the KODISA publications, IJIDB was second, JDS was 23rd (in economic publications of 54 journals), and EAJBM was 22nd (out of 79 publications in management field journals). This shows the high quality of the KODISA publication journals. According to 2016 publication analysis, JDS, IJIDB, etc. each had 157 publications, 15 publications, 16 publications, and 28 publications. In the case of JDS, it showed an increase of 14% compared to last year. Additionally, JAFEB showed a significant increase of 68%. This shows that compared to other journals, it had a higher rate of paper submission. IJIDB and EAJBM did not show any significant increases. In JDS, it showed many studies related to the distribution, management of distribution, and consumer behavior. In order to increase the status of the KODISA journal to a SCI status, many more international conferences will open to increase its international recognition levels. Second, the systematic functions of the journal will be developed further to increase its stability. Third, future graduate schools will open to foster future potential leaders in this field and build a platform for innovators and leaders. Conclusions - In KODISA, JDS was first published in 1999, and has been registered in SCOPUS February 2017. Other sister publications within the KODISA are preparing for SCOPUS registration as well. KODISA journals will prepare to be an innovative journal for 2020 and the future beyond.

An Exploratory Study on Fashion Retail Borrowing in Korea (대우한국시상령수차대적연구(对于韩国时尚零售借贷的研究))

  • Lee, Mi-Young;Kim, K.P. Johnson
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.1
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    • pp.70-79
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    • 2010
  • There has been some research conducted that addressed immoral consumer behaviors in Korea; however, most of this research focused on purchasing counterfeits or shoplifting. High return rates of apparel and used apparel returns have been acknowledged as problem areas within the fashion industry. However, very few researchers have addressed this issue. Therefore, the goal of this research was to explore consumer's retail borrowing experience using a mixed methods approach. In study 1 Korean consumer's retail borrowing experiences was explored through focus group interviews. Findings informed study 2 an examination of apparel consumers' attitudes toward retail borrowing behavior via an online survey. Findings assist both researchers' and practitioners' understanding of retail borrowing behaviors and provide insight into retail borrowing issues in the apparel retail industry. For study 1, five focus-group interviews were conducted with seven panels of individuals that had retail borrowing experience within the past year. Thirty-five Korean consumers who lived in a metropolitan area participated in the focus group interviews. Most of consumers were in their 20's (n=21) and were women (n=24). Most participants purchased apparel items from a retail store and returned the worn items for either a full refund or exchanged the worn item for another item. Motives underlying retail borrowing behavior included social needs, job-related needs, fashion needs, and "smart shopping." Similar to existing research findings from other countries, social needs were the most frequently mentioned cause of retail borrowing in fashion stores. Consumers' moral values, attitude toward large corporations, and prior retail borrowing experience were mentioned as possible factors affecting consumers' retail borrowing behavior. For study 2, the questionnaire used to gather the data was developed based on the findings of part I and existing research. Questions concerning consumers' moral beliefs, sensation seeking tendencies, self-worth, past retail job experience, retail borrowing experience, and some demographic characteristics were included in the questionnaire. The data were collected via an online survey using an online panel provided by a commercial online research company located in Seoul, Korea. In order to obtain various consumers, a quota sample was (male: female=1:1, 20's:30's:40's=1:1:1, retail experience: no retail experience=1:3) obtained from the company. A total of 401 consumers who had shopped for apparel items during the prior 6 months participated in the online survey. The results indicated that 19.7% of the respondents reported they had experience borrowing fashion merchandise. Among these individuals, male borrowers (57%) outnumbered female borrowers. In terms of age distribution, x2 revealed that there was a statistical difference between respondents with and without retail borrowing experiences: 41.8% of the respondents with retail borrowing experience were in their 40's, while respondents without retail borrowing experience were evenly distributed between their 20's to 40's. There was also a significant difference between respondents with and without retail borrowing experience in terms of income: respondents with retail borrowing experience tended to have higher incomes than those without retail borrowing experience. T-tests were performed to compare respondents' fashion shopping behavior, moral beliefs, sensation-seeking tendencies, and attitudes toward retail borrowing behavior between participants with and without retail borrowing experience. As compared to those with no borrowing experience, respondents with experience tended to shop for fashion items more frequently and spent more on shopping for fashion items. Consumers with experience borrowing tended to have higher sensation-seeking tendencies than consumers without retail borrowing experience. A regression analysis revealed that attitudes toward fashion retail borrowing were negatively related to consumers' moral beliefs, but positively related to monthly fashion shopping frequency, sensation-seeking tendencies, and past fashion retail borrowing experience. Among these variables, past retail borrowing experience was the most significant predictor, followed by moral beliefs. This research serves as an initial attempt to address the motives that underlie retail borrowing behaviors and the factors affecting those behaviors. The findings of this study may facilitate an understanding of the consumer's retail borrowing, which will provide a basis for approaches that may help decrease retail borrowing and inappropriate returns at fashion retail stores. The findings may also provide materials for consumer education over the long term. In order to better understand fashion retail borrowing behavior, more research is needed in the future.

Art Therapy and Hospice & Palliative Care in Korea (한국의 예술치료와 호스피스 완화의료)

  • Kim, Chang Gon
    • Journal of Hospice and Palliative Care
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    • v.18 no.2
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    • pp.85-96
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    • 2015
  • In Korea, modern art therapy was developed in the 1960s and 1970s in the form of supplementary activities for patients in psychiatry. Along with the foundation of the Korean Association for Clinical Art in 1982 by psychiatric doctors, the therapy involved more various arts forms such as music, art, dance, poetry therapy, and psychodrama. More organizations with specific expertise opened such as the Korean Art Therapy Association, Korean Art Therapy Association, etc. in the 1990s and the Korea Arts Therapy Institute in 2001. As of April 2015, the members of the Korean Art Therapy Association total 15,000, including 6,200 regular members. The arts in integrative arts therapy (IAT) is an individual's creative activity which is related to his inner world, and the forms of IAT include music, drawing, dance and poetry therapy. From the aspect of phenomenology, IAT is psychophysical therapy involving the arts that helps patients recognize and perceive their experiences with an aim of at a recovery of the body and creativity from the phenomenological aspect. It is also a therapeutic activity that targets growth and development of the body and mind. Meta-analysis of the effects of art therapy with a focus on that involving music, drawing, dance movement and IAT in recent years in Korea, significant effects were observed in all factors but physical function. The biggest effect was mentality adaptation followed by activity adaptation and physiology. In the run up to the implementation of the daily flat-rate system for the health insurance reimbursement for palliative care in July 2015, the Ministry of Health and Welfare is reviewing the coverage of music therapy, drawing therapy and flower therapy, which are currently practiced by 56 hospice institutes in Korea. This is a meaningful step because the coverage of hospice and palliative care came after that of art therapy for psychiatric patients was approved in 1977. Still, there is a need clarify the therapeutic mechanism by exploring causality among the treatment media, mediation type and treatment effects. To address the issue of indiscriminately issued licenses, more efforts are needed to ensure expertise and identity of the licensed therapists through education, training and supervision.

Expression of CD40, CD86, and HLA-DR in CD1c+ Myeloid Dendritic Cells Isolated from Peripheral Blood in Primary Adenocarcinoma of Lung (원발성 폐선암환자의 말초혈액에서 분리한 CD1c+ 골수성 수지상 세포에서의 CD40, CD86 및 HLA-DR의 발현)

  • Kang, Moon-Chul;Kang, Chang-Hyun;Kim, Young-Tae;Kim, Joo-Hyun
    • Journal of Chest Surgery
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    • v.43 no.5
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    • pp.499-505
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    • 2010
  • Background: There have been several reports using animal experiments that CD1-restricted T-cells have a key role in tumor immunity. To address this issue, we studied the expression of markers for CD1c+ myeloid dendritic cells (DCs) isolated from peripheral blood in the clinical setting. Material and Method: A total of 24 patients with radiologically suspected or histologically confirmed lung cancer who underwent pulmonary resection were enrolled in this study. The patients were divided according to histology findings into three groups: primary adenocarcinoma of lung (PACL), primary squamous cell carcinoma of lung (PSqCL) and benign lung disease (BLD). We obtained 20 mL of peripheral venous blood from patients using heparin-coated syringes. Using flow-cytometry after labeling with monoclonal antibodies, data acquisition and analysis were done. Result: The ratio of CD1c+CD19- dendritic cells to CD1c+ dendritic cells were not significantly different between the three groups. CD40 (p=0.171), CD86 (p=0.037) and HLA-DR (p=0.036) were less expressed in the PACL than the BLD group. Expression of CD40 (p=0.319), CD86 (p=0.036) and HLA-DR (p=0.085) were less expressed in the PACL than the PSqCL group, but the differences were only significant for CD86. Expression of co-stimulatory markers was not different between the PSqCL and BLD groups. Expression of markers for activated DCs were dramatically lower in the PACL group than in groups with other histology (CD40 (p=0.005), CD86 (p=0.013) HLA-DR (p=0.004). Conclusion: These results suggest the possibility that CD1c+ myeloid DCs participate in control of the tumor immunity system and that low expression of markers results in lack of an immune response triggered by dendritic cells in adenocarcinoma of the lung.

Shade comparative analysis of natural tooth measured by visual and spectrophotometric methods (육안과 분광 측정기를 이용한 자연 치아의 색조비교분석)

  • Kim, Bum-Suk;Shin, Soo-Yeon;Lee, Jong-Hyuk
    • The Journal of Korean Academy of Prosthodontics
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    • v.46 no.5
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    • pp.443-454
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    • 2008
  • Statement of problem: A clinically successful color match is one of the important factor to get an esthetic dental restoration. Dental shade guides are commonly used to evaluate tooth color in restorative procedure. But numerous reports have indicated that common shade guides do not provide sufficient spectral coverage of the natural tooth colors. To address issues associated with the shade guide, distinct avenues have been pursued objective spectrophotometric / colorimetric assessment. Purpose: This study compared the accuracy of tooth color selection of spectrophotometer with that of human visual determination. Three main factors were investigated, namely, the effect of light, the individual variation and the experience of the observer. Material and methods: At the first experiment, on ten patients, one operator independently selected the best matching shade to the unrestored maxillary central incisor, using a Vita Classical Shade Guide in the morning, at noon and in the afternoon. The same teeth were measured by means of a reflectance spectrophotometer. At the second experiment, on ten patients, ten operators (5 experts, 5 novices) selected and measured by the same method above at noon. At the third experiment, the results of the second experiment were divided into two groups, expert and novice, and analyzed. Results: 1. There was significant difference between visual and spectrophotometric assessment (mean ${\Delta}E$ values) in experiment 1, 2, 3 (P < .05). 2. There was no significant difference between experts and novices group, when comparing with each visual and spectrophotometric assessment (mean ${\Delta}E$ values). Conclusion: Spectrophotometer could be used to analyze the shade of natural tooth objectively. Thereby, this method offers the potential tominimize considerably the need for corrections or even remakesafter intraoral try-in of restoration. Furthermore, to achieve its advantage, both the shade-matching environment and communication between dentist and technician should be optimized with use of visual and instrumental shade-matching systems.

Factors Influencing the Adoption of Location-Based Smartphone Applications: An Application of the Privacy Calculus Model (스마트폰 위치기반 어플리케이션의 이용의도에 영향을 미치는 요인: 프라이버시 계산 모형의 적용)

  • Cha, Hoon S.
    • Asia pacific journal of information systems
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    • v.22 no.4
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    • pp.7-29
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    • 2012
  • Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

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Investigating the Influence of Perceived Usefulness and Self-Efficacy on Online WOM Adoption Based on Cognitive Dissonance Theory: Stick to Your Own Preference VS. Follow What Others Said (온라인 구전정보 수용자의 지각된 정보유용성과 자기효능감이 구전정보 수용의도에 미치는 영향에 관한 연구: 의견고수와 구전수용의 비교)

  • Lee, Jung Hyun;Park, Joo Seok;Kim, Hyun Mo;Park, Jae Hong
    • Asia pacific journal of information systems
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    • v.23 no.3
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    • pp.131-154
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    • 2013
  • New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.