• 아태비즈니스연구
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• 제14권4호
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• 한국프랜차이즈경영연구
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• 제8권4호
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• pp.21-32
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• 2017

Purpose - In hotel business, how to build the relationship between leader and employees is very important, because it affects on the customer satisfaction. Thus, this research examines the effect of authentic leadership on job performance in the context of hotel industry and identifies mediating roles of organizational engagement, job satisfaction, and creativity in the relationship between authentic leadership and job performance. This study suggests the guidelines for how hotel companies should improve employee productivity and build a desirable organizational culture by presenting employee attitudes and behavioral models that explain the relationship between leaders and employees. Research design, data, and methodology - This study examines the structural relationship between authentic leadership, organizational engagement, job satisfaction, creativity, and job performance from the employee's perspective. Authentic leadership divide into four sub-dimensions such as self-awareness, balanced process of informations, internalized moral perspective, and relational transparency. In order to test the purposes of this study, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 114 franchise hotel employees and were analyzed using SPSS 21.0 and Smart PLS 3.0. program. Result - The results of this study are as follows. First, authentic leadership have significant impacts on organizational engagement and creativity, but does not have impact on job satisfaction directly. Second, organizational engagement have significant impacts on job satisfaction and job performance, but does not have impact on creativity directly. Third, job satisfaction has significant impact on creativity, but does not have impact on job performance. Fourth, creativity has significant impact on job performance. Conclusions - The findings of this study indicate that hotel leaders should properly implement the authentic leadership and consider how to build a corporate culture to improve an organizational and employee productivity through authentic leadership. Due to the nature of the hotel industry, which relies heavily on human resources, hotel companies must manage their employees with authenticity in order to increase organizational engagement, job satisfaction, and creativity that affect hotel and employee productivity. If hotel employees perceive their leader's authentic leadership, they show more organizational engagement that increases creativity and leads to job performance. Finally, hotel employees can propose creative ideas only if they will be satisfied with their jobs. Therefore, the leader should develop non-monetary or monetary reward system for the employees and, make an efforts to foster creativity of the employees.

• 디지털융복합연구
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• 제13권9호
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• pp.169-175
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• 2015

융복합 학문이 중요시 되는 21세기에 교수학습방법도 이론 중심의 강의보다 컴퓨터를 활용한 학습이 높은 학습 효과를 보이는 것으로 연구되고 있다. 본 연구는 경기지역 4년제 대학생 중 회계정보수업을 수강한 학습자를 대상으로 계획행동이론을 적용하여 회계정보수업에서 인식적 참여를 향상시키기 위하여 어떠한 요인이 영향을 미치는지를 실증 분석하였다. 분석결과는 첫째, 회계정보수업의 TPB 변수들은 인식적 참여에 있어서 본질적 호기심에 유의적으로 정(+)의 영향을 미치는 것으로 나타났다. 이는 신기술의 활용학습이 회계정보수업에서 학습 태도, 인지된 행위통제, 주관적 기준이 높을수록 인식적 참여 중 본질적 호기심이 향상된다는 것을 보여주는 결과이다. 둘째, 회계정보수업의 TPB 변수 중 주관적 기준이 즐거움에 정(+)영향을 주는 것으로 나타났다. 본 연구의 공헌점은 TPB가 인식적 참여에 미치는 영향을 분석함으로써 학습자의 심리상태를 실증적으로 검증하고, 회계교육 개선을 위한 시사점을 제공하였다는 것이다. 향후에는 연구의 한계점을 보완하여 인식적 참여에 대한 다양한 변수에 대한 연구가 이루어져야 할 것으로 생각한다.

• Asia pacific journal of information systems
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• 제34권2호
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• pp.541-564
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• 2024

Contact-tracing applications have significantly contributed to mitigating the spread of coronavirus disease 2019 (COVID-19), yet the extensive use of these location-based applications raises serious privacy concerns. Drawing on the Information-Motivation-Behavioral (IMB) skills model, our study investigated factors that influence users' protective behaviors toward location privacy, elucidating the privacy paradox and the mediating role of implementation intention. Through an online survey conducted in China with 311 participants, we found that privacy concerns and privacy awareness positively affected the use of mobile location service settings, with privacy concerns mediating the relationship between privacy awareness and the intention to protect privacy. Furthermore, our study demonstrated the privacy paradox, revealing the pivotal mediating role of implementation intentions in bridging the gap between users' intentions and their actual behaviors. This study offers new perspectives on the privacy paradox, particularly through the lens of implementation intention, and provides valuable insights for motivating greater use of contact-tracing applications. It offers both theoretical and practical guidance for stakeholders to address privacy concerns during global pandemics like COVID-19, thereby encouraging a more widespread and responsible engagement with technology in public health.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.885-896
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• 2020

The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.

• Safety and Health at Work
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• 제10권1호
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• pp.95-102
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• 2019

Background: In a cluster-randomized trial, the Safety and Health Involvement For Truck drivers intervention produced statistically significant and medically meaningful weight loss at 6 months (-3.31 kg between-group difference). The current manuscript evaluates the relative impact of intervention components on study outcomes among participants in the intervention condition who reported for a post-intervention health assessment (n = 134) to encourage the adoption of effective tactics and inform future replications, tailoring, and enhancements. Methods: The Safety and Health Involvement For Truck drivers intervention was implemented in a Web-based computer and smartphone-accessible format and included a group weight loss competition and body weight and behavioral self-monitoring with feedback, computer-based training, and motivational interviewing. Indices were calculated to reflect engagement patterns for these components, and generalized linear models quantified predictive relationships between participation in intervention components and outcomes. Results: Participants who completed the full program-defined dose of the intervention had significantly greater weight loss than those who did not. Behavioral self-monitoring, computer-based training, and health coaching were significant predictors of dietary changes, whereas behavioral and body weight self-monitoring was the only significant predictor of changes in physical activity. Behavioral and body weight self-monitoring was the strongest predictor of weight loss. Conclusion: Web-based self-monitoring of body weight and health behaviors was a particularly impactful tactic in our mobile health intervention. Findings advance the science of behavior change in mobile health intervention delivery and inform the development of health programs for dispersed populations.

• 유통과학연구
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• 제13권8호
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• pp.97-104
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• 2015

Purpose - This study examines the positive impact of the social distance between producers and users of online content, investigating and analyzing the most popular Web content. In addition, it tries to elicit the matching effect that appears when the individuals'cultural background is consistent with social distance. Research design, data, and methodology - We collected and analyzed actual data about 4,981 videos clips on YouTube, looking at six countries in order to verify the content of this study. Based on the results of the data analysis, the study conducted behavioral measurements on popularity, social distance, culture, and user engagement. The unit of analysis was the content and we collected information about the content producers and the content records. We controlled the views, comments, likes, calendar dates, and ages in the empirical models. The data was collected in 2011, with the records coming from South Korea, Japan, China, U.S., German, and France. A total of 4,980 elements were analyzed in the model. The empirical model estimated is the bivariate negative binomial distribution (NBD) model. Results - It turns out that there is a possibility that the matching effect can be diminished by variables that reflect the psychological involvement of user engagement. This study proposes academic and practical implications based on these research results. This research shows the positive effect of social distance between users and producers on the increased performance of the online content. We find the effect of social distance to be a stronger tendency in collectivism. The collectivists follow their sense of friendship and intimacy in their culture and, the social congruence effect can be found there as well. The effect, however, could erode in a social case where users are motivated by strong intrinsic and psychological factors. In addition, user engagement complicates the process of user decision making regarding the information. Conclusions - This study examines how the differential effects of social distance caused by culture could disappear through user commitment as a complicated user motivation. Some potential implications are as follows. First, a firm in the collectivism culture has to communicate based on the social distance. In fact, most online channels do not have a function that indicates the social distance as measured by favorites or subscribers. This function could help increase the performance of the content in online channels, but this increasing effect can only be found in a collectivist culture. Based on this, the firms have to communicate and announce to users the actual social distance between users and producers. Second, firms should develop a system that discovers the social distance and culture and shows these measures to users and producers, since the congruence effect between social distance and culture is found only for low user engagement. The firms can take the advantage of the congruence effect only for the development of the social distance and culture visualized system.

• 한국콘텐츠학회논문지
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• 제16권7호
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• pp.760-770
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• 2016

본 연구는 보상프로그램에 대한 가치가 보상프로그램에 대한 충성도에 미치는 영향과, 보상프로그램에 대한 충성도가 이를 운영하는 공연예술/전시장에 대한 충성도에 영향을 미치는지에 대한 충성도 전이 효과와 이들 충성도를 태도적 충성도와 행동적 충성도로 구분하여 충성도의 강화효과를 살펴보았다. 그 결과 보상프로그램에 대한 가치는 보상프로그램에 대한 충성도로 전이되는 것을 확인할 수 있었으며, 보상프로그램 내, 공연예술/전시장 내 태도적 충성도가 행동적 충성도에 영향을 미치는 충성도 강화 효과를 밝혔다. 또한 충성도 전이에 있어서 보상프로그램에 대한 행동적 충성도가 공연예술/전시장의 행동적 충성도에 긍정적인 영향을 미치는 반면, 태도적 충성도는 영향을 미치지 않는 것으로 나타나 충성도 전이효과는 부분적으로 살펴볼 수 있었다.

• 한국항해항만학회지
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• 제37권1호
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• pp.101-111
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• 2013

본 연구는 해양스포츠 참가자의 재미요인과 몰입 그리고 여가만족도에 미치는 영향을 알아보기 위해 부산경남지역376명을 대상으로 신뢰도 분석, 요인분석, 일원분산분석, 회귀분석을 실시하였다. 연구결과는 1)참가기간, 시간, 빈도에 따른 재미요인에서 효율성, 운동효과, 자기만족, 가족의 지원 요인에서 참가기간, 시간, 빈도가 높은 집단이 낮은 집단보다 높은 것으로 나타났다.2)참가기간, 빈도에 따른 몰입도의 인지, 행위 요인에서 참가기간, 빈도, 시간이 높은 집단이 낮은 집단보다 높은 것으로 나타났다.3)참가기간, 빈도, 시간 따른 여가만족도의 사회적, 신체적, 정서적, 교육적 만족 요인에서 참가기간, 빈도, 시간이 높은 집단이 낮은 집단보다 높은 것으로 나타났다.4)해양스포츠 참가자의 재미요인의 자기만족, 운동효과, 효율성, 가족의 지원 요인은 여가만족도에 긍정적인 영향을 미친 것으로 나타났다.5)해양스포츠 참가자의 재미요인의 운동효과, 자기만족, 가족의 지원 요인은 여가만족도에 긍정적인 영향을 미친 것으로 나타났다.6)해양스포츠 참가자의 몰입도의 인지 몰입 요인은 여가만족도에 긍정적인 영향을 미친 것으로 나타났다.

• 수산해양교육연구
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• 제28권2호
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• pp.603-610
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• 2016

The purpose of this research is to define the relationship of sport commitment and re-participation intension in marine sports participant. For the purposes of this study, yachting, windsurfing, scuba diving, and mariner sports canoe total of 200 targets the participants involved in the survey. The results of exploratory factor analysis and reliability analysis to analyze the construct validity and internal consistency were found to comply with the standard. Therefore, as a result of the correlation and regression analysis to analyze the relationship between the sport commitment and re-participation intension, the correlation between each variable and showed a positive correlation. Also, cognitive behavioral commitment and engagement of the sport commitment of marine sports enthusiasts was found on both the positive effect on the re-participation intension. As a result, the sport commitment turned out to be an important factor immersed in marine sports participation. In addition, it is believed to be on ways to increase positive emotions in empirical terms.