• Asia Marketing Journal
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• v.19 no.4
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• pp.1-14
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• 2018

Social networking service(SNS) helps users manage, share and delivery a vast information as a communication tool. When users read crisis news in SNS, they communicate the information with others by considering not only their belief (i.e., cognitive risk perception) but also emotion (i.e., affective risk perception). However, few researches have been interested in the construct of communication behaviors of crisis in SNS. This study aimed to explore the role of risk perception (cognitive and affective risk perception) between crisis responsibility and communication behavior through dual processing theory. As a result of the empirical analysis, crisis responsibility had a positive effect on cognitive risk perception and affective risk perception. In addition, cognitive risk perception had no significant effect on communication behavior whereas affective risk perception had influence on communication behavior positively. Thus, our findings may predict that the affective risk perception through crisis responsibility is more potentially important to communication behavior such as sharing information rather than cognitive risk perception. The results give insightful ideas why marketer should reduce perceived emotion caused by risk to strengthen prospective SNS users understanding of communication behavior intention.

• Korean Journal of Cognitive Science
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• v.23 no.4
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• pp.457-485
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• 2012

The current study explores how media modality and message frame interact to form individuals' affective risk perception and behavioral intention. Specifically, participants were exposed to positive and negative messages on irradiated foods in text, audio, and audio/video formats and their affective risk perception and purchase intention were measured. Results indicate that individuals' affective risk perception and purchase intention were influenced by media modality and message frame. The significant interaction effects between the two variables were also observed. The results indicate that the appropriate media modality should be carefully selected based on the message content for effective risk communication.

• Asian Pacific Journal of Cancer Prevention
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• v.15 no.23
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• pp.10525-10529
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• 2015

Objective: To investigate the relationship between the perception of cancer risk and likelihood of having undergone cancer screening. Materials and Methods: We used data from the Korean Health Panel Survey from December 2011 onward. Of 3,390 patients who visited a hospital during the previous year, we included data from 2,466 individuals; 924 samples were excluded due to missing data. Logistic regression analysis and the chi square test were used to investigate the association between perceived cancer risk and the likelihood of having undergone cancer screening. Results: For patients who perceived their risk of developing cancer during the next 10 years to be 30-40%, the odds ratio was increased 1.65 fold (95%CI: 1.223, 2.234) compared with those who perceived their risk to be almost zero. Although the difference was not statistically significant, perceiving cancer risk as either extremely low or extremely high appears to be associated with a reduced likelihood of having undergone cancer screening, resulting in an inverted U-shaped relationship. Conclusions: Physicians and researchers should be aware of the importance of the affective component of risk perception. Policies addressing the influence of cancer risk perception should be implemented in South Korea and worldwide.

• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.145-159
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• 2021

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.

• The Journal of Bigdata
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• v.5 no.2
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• pp.201-213
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• 2020

Despite empirical research that the response to human risk is significantly influenced affective factors, the role of affective factors has been unexplored in information privacy research. This study aims to explore the privacy behaviors of location-based service (LBS) users from an affective point of view. Specifically, the study explored the relationship between three types of privacy threats (collection, hacking, secondary use), two affects (worry, anger), and a coping behavior (continuous use intentions). The structured survey was conducted with 552 users. In order to analyze the effect of the combination of perception of particular privacy threats and particular affects on the intention of continuous use, association rules, one of the data mining techniques, was employed. As a result, there was a difference in the intention to use according to the combination of the perception of risk and affect responses, and the most significant influence on the intention is when the second use of personal information was combined with anger. This study has significant theoretical contribution in that it includes affective factors in the research of information privacy users, complementing the biases of existing cognition-oriented approaches and providing a comprehensive understanding of privacy response behavior.

• The Journal of Information Systems
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• v.31 no.3
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• pp.109-129
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• 2022

Purpose The purpose of this study is to examine whether customers' shadow work and risk perception have an impact on revisit intention to the fast-food restaurant, with mediating role of different types of attribution tendencies. We also added perceived unfairness in the research model, in order to verify its mediating effect on the relationship between attribution tendencies and revisit intention. Design/methodology/approach Applying the shadow work perspective and attribution theory, we designed a research model to confirm the hypotheses. After collecting the data from 331 customers who have used self-service technology in a fast-food restaurant, we conducted an analysis of measurement model and structural model by using Smart-PLS 3.0. Findings This study confirmed that Forced Use of self-service technology can enhance the tendency of dispositional attribution which would negatively affect perceived unfairness and revisit intention. On the other hand, affective risk perception was proven to affect situational attribution, which positively affects revisit intention.

• Korean Journal of Cognitive Science
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• v.18 no.3
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• pp.305-324
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• 2007

We surveyed the emotional images of three kinds of scientific technologies in people's mind and the perception of technologies in terms of their risks and benefits. The contents of the image and their image values were used to estimate the affects on each technology. As an affect heuristic hypothesis predicted, people perceived the technology more beneficial or riskier depending on their overall affect. In other words, those who have positive affect on the technology Perceived less risky and more beneficial than those who have negative affect. On the other hand, those who have negative affect on the technology perceived riskier and less beneficial than those who have positive affect. We also found negative relationship between the perceived risk and perceived benefit of each technology. The implications of our findings that suggest affective heuristic were discussed in terms of the measurements of affect and the necessity of communication of scientific technologies with the public.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.609-625
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• 2021

It has now been more than a year since the start of the COVID-19 pandemic in Korea, which has claimed thousands of lives and changed every aspect of life. The corona pandemic not only caused physical damages but also psychological one which is a collective social stress phenomenon often termed as 'corona blue'. The purpose of this study is to examine how empathy affects anxiety and depression through risk perception and indirect trauma, which are psychological variables related to the corona pandemic as a disaster. The survey data from 214 people were analyzed with a structural equation modelling. The results shows that 53.3 % of the participants experienced anxiety and 35.7% suffered from depression, which were about 6 times higher than ones from the 2019 government data. Affective empathy had a significant effect on risk perception, and cognitive empathy had a significant effect on indirect trauma. Risk perception and indirect trauma both had a significant effect on anxiety, and anxiety had a significant impact on depression. Only cognitive empathy had a significant indirect effect on anxiety and depression. This study provides an important insight into understanding a social phenomenon of 'corona blue' from a empathic perspective.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.193-204
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• 2021

Based on risk-benefit theory, this study examined a structural equation model accounting for the mechanisms through which affective perceptions of AI predicting individuals' support for the government's Ai policies. Four perceived characteristics of AI (i.e., usefulness, entertainment value, privacy concern, threat of human replacement) were investigated in relation to perceived benefits/risks, attitudes toward AI, and AI policy support, based on a nationwide sample of South Korea (N=352). The hypothesized model was well supported by the data: Perceived usefulness was a strong predictor of perceived benefit, which in turn predicted attitude and support. Perceived benefit and attitude played significant roles as mediators. Perceived entertainment value along with perceived usefulness and privacy concern predicted attitude, not perceived benefit. Neither attitude nor support was significantly associated with perceived risk which was predicted by privacy concern. Theoretical and practical implications of the results are discussed.

• The Journal of Society for e-Business Studies
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• v.24 no.2
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• pp.179-197
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• 2019

Although there have been lots of studies about users' behaviors online, few have explored the mechanism of hostile behaviors. In this sense, this study aims at discovering what may elevate users' hostile behaviors. More specifically, we tried to find the relationship between flaming behavior and perception factors such as perceived risk, anonymity and expected emotional reaction. A survey was conducted to investigate the relationship of the above variables. As a result, all these variables show significant effects on flaming, and information overload are found to act as a moderator. We carefully conclude that flaming in online community can be reduced by preventing information overload each user perceives.