• Korean Journal of Culture and Social Issue
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• v.10 no.3
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• pp.19-36
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• 2004

An experimental research investigated the components of lottery games affecting lottery-purchasing behaviors and the psychological consequences of the behaviors. In the experiment, participants were given a chance to purchase a lottery tickets during a series of computer games and their decision of purchasing the lottery ticket was measured. Also, the size and probability of the lottery games were manipulated and the perceived difficulty, satisfaction of the mid-outcome, and perceived probability of success in the computer game were measured in order to examine their impacts on participants' lottery-purchasing decisions. In addition, the behavioral tendency, satisfaction of the final outcome, and perceived self-capability in the computer game were measured at the end of the computer games in order to examine the effects of lottery-purchasing experiences on the variables. Participants who perceived the games as easier and estimated the probability of their success highly were more likely to buy the lottery tickets. However, the winning prize and odd of lottery tickets, perceived satisfaction of their own performance, and the performance itself did not influence the purchasing decisions. The common beliefs on the negative effects of lottery-purchasing experiences on human motivation and behaviors were not supported. The implications of the present research findings and limitations of the experimental research on lottery were discussed.

• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.171-196
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• 2018

With the development of the web, two-way communication and evaluation became possible and marketing paradigms shifted. In order to meet the needs of consumers, web design trends are continuously responding to consumer feedback. As the web becomes more and more important, both academics and businesses are studying consumer emotions and satisfaction on the web. However, some consumer characteristics are not well considered. Demographic characteristics such as age and sex have been studied extensively, but few studies consider psychological characteristics such as regulatory focus (i.e., emotional regulation). In this study, we analyze the effect of web style on consumer emotion. Many studies analyze the relationship between the web and regulatory focus, but most concentrate on the purpose of web use, particularly motivation and information search, rather than on web style and design. The web communicates with users through visual elements. Because the human brain is influenced by all five senses, both design factors and emotional responses are important in the web environment. Therefore, in this study, we examine the relationship between consumer emotion and satisfaction and web style and design. Previous studies have considered the effects of web layout, structure, and color on emotions. In this study, however, we excluded these web components, in contrast to earlier studies, and analyzed the relationship between consumer satisfaction and emotional indexes of web-style only. To perform this analysis, we collected consumer surveys presenting 40 web style themes to 204 consumers. Each consumer evaluated four themes. The emotional adjectives evaluated by consumers were composed of 18 contrast pairs, and the upper emotional indexes were extracted through factor analysis. The emotional indexes were 'softness,' 'modernity,' 'clearness,' and 'jam.' Hypotheses were established based on the assumption that emotional indexes have different effects on consumer satisfaction. After the analysis, hypotheses 1, 2, and 3 were accepted and hypothesis 4 was rejected. While hypothesis 4 was rejected, its effect on consumer satisfaction was negative, not positive. This means that emotional indexes such as 'softness,' 'modernity,' and 'clearness' have a positive effect on consumer satisfaction. In other words, consumers prefer emotions that are soft, emotional, natural, rounded, dynamic, modern, elaborate, unique, bright, pure, and clear. 'Jam' has a negative effect on consumer satisfaction. It means, consumer prefer the emotion which is empty, plain, and simple. Regulatory focus shows differences in motivation and propensity in various domains. It is important to consider organizational behavior and decision making according to the regulatory focus tendency, and it affects not only political, cultural, ethical judgments and behavior but also broad psychological problems. Regulatory focus also differs from emotional response. Promotion focus responds more strongly to positive emotional responses. On the other hand, prevention focus has a strong response to negative emotions. Web style is a type of service, and consumer satisfaction is affected not only by cognitive evaluation but also by emotion. This emotional response depends on whether the consumer will benefit or harm himself. Therefore, it is necessary to confirm the difference of the consumer's emotional response according to the regulatory focus which is one of the characteristics and viewpoint of the consumers about the web style. After MMR analysis result, hypothesis 5.3 was accepted, and hypothesis 5.4 was rejected. But hypothesis 5.4 supported in the opposite direction to the hypothesis. After validation, we confirmed the mechanism of emotional response according to the tendency of regulatory focus. Using the results, we developed the structure of web-style recommendation system and recommend methods through regulatory focus. We classified the regulatory focus group in to three categories that promotion, grey, prevention. Then, we suggest web-style recommend method along the group. If we further develop this study, we expect that the existing regulatory focus theory can be extended not only to the motivational part but also to the emotional behavioral response according to the regulatory focus tendency. Moreover, we believe that it is possible to recommend web-style according to regulatory focus and emotional desire which consumers most prefer.

• Asia pacific journal of information systems
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• v.21 no.4
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• pp.63-104
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• 2011

The study examines the relationships among employee's goal orientation, IT personnel competency, personal effectiveness. The goal orientation includes learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Personal effectiveness consists of personal work satisfaction and personal work performance. In general, IT personnel competency refers to IT expert's skills, expertise, and knowledge required to perform IT activities in organizations. However, due to the advent of the internet and the generalization of IT, IT personnel competency turns out to be an important competency of technological experts as well as employees in organizations. While the competency of IT itself is important, the appropriate harmony between IT personnel's business capability and technological capability enhances the value of human resources and thus provides organizations with sustainable competitive advantages. The rapid pace of organization change places increased pressure on employees to continually update their skills and adapt their behavior to new organizational realities. This challenge raises a number of important questions concerning organizational behavior? Why do some employees display remarkable flexibility in their behavioral responses to changes in the organization, whereas others firmly resist change or experience great stress when faced with the need to alter behavior? Why do some employees continually strive to improve themselves over their life span, whereas others are content to forge through life using the same basic knowledge and skills? Why do some employees throw themselves enthusiastically into challenging tasks, whereas others avoid challenging tasks? The goal orientation proposed by organizational psychology provides at least a partial answer to these questions. Goal orientations refer to stable personally characteristics fostered by "self-theories" about the nature and development of attributes (such as intelligence, personality, abilities, and skills) people have. Self-theories are one's beliefs and goal orientations are achievement motivation revealed in seeking goals in accordance with one's beliefs. The goal orientations include learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Specifically, a learning goal orientation refers to a preference to develop the self by acquiring new skills, mastering new situations, and improving one's competence. A performance approach goal orientation refers to a preference to demonstrate and validate the adequacy of one's competence by seeking favorable judgments and avoiding negative judgments. A performance avoid goal orientation refers to a preference to avoid the disproving of one's competence and to avoid negative judgements about it, while focusing on performance. And the study also examines the moderating role of work career of employees to investigate the difference in the relationship between IT personnel competency and personal effectiveness. The study analyzes the collected data using PASW 18.0 and and PLS(Partial Least Square). The study also uses PLS bootstrapping algorithm (sample size: 500) to test research hypotheses. The result shows that the influences of both a learning goal orientation (${\beta}$ = 0.301, t = 3.822, P < 0.000) and a performance approach goal orientation (${\beta}$ = 0.224, t = 2.710, P < 0.01) on IT personnel competency are positively significant, while the influence of a performance avoid goal orientation(${\beta}$ = -0.142, t = 2.398, p < 0.05) on IT personnel competency is negatively significant. The result indicates that employees differ in their psychological and behavioral responses according to the goal orientation of employees. The result also shows that the impact of a IT personnel competency on both personal work satisfaction(${\beta}$ = 0.395, t = 4.897, P < 0.000) and personal work performance(${\beta}$ = 0.575, t = 12.800, P < 0.000) is positively significant. And the impact of personal work satisfaction(${\beta}$ = 0.148, t = 2.432, p < 0.05) on personal work performance is positively significant. Finally, the impacts of control variables (gender, age, type of industry, position, work career) on the relationships between IT personnel competency and personal effectiveness(personal work satisfaction work performance) are partly significant. In addition, the study uses PLS algorithm to find out a GoF(global criterion of goodness of fit) of the exploratory research model which includes a mediating variable, IT personnel competency. The result of analysis shows that the value of GoF is 0.45 above GoFlarge(0.36). Therefore, the research model turns out be good. In addition, the study performs a Sobel Test to find out the statistical significance of the mediating variable, IT personnel competency, which is already turned out to have the mediating effect in the research model using PLS. The result of a Sobel Test shows that the values of Z are all significant statistically (above 1.96 and below -1.96) and indicates that IT personnel competency plays a mediating role in the research model. At the present day, most employees are universally afraid of organizational changes and resistant to them in organizations in which the acceptance and learning of a new information technology or information system is particularly required. The problem is due' to increasing a feeling of uneasiness and uncertainty in improving past practices in accordance with new organizational changes. It is not always possible for employees with positive attitudes to perform their works suitable to organizational goals. Therefore, organizations need to identify what kinds of goal-oriented minds employees have, motivate them to do self-directed learning, and provide them with organizational environment to enhance positive aspects in their works. Thus, the study provides researchers and practitioners with a matter of primary interest in goal orientation and IT personnel competency, of which they have been unaware until very recently. Some academic and practical implications and limitations arisen in the course of the research, and suggestions for future research directions are also discussed.

• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.262-268
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• 2010

Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members' word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, "stickiness," and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member's overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the success of a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study's hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members' word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: ${\chi}^2^$/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, ${\beta}$=0.809). The proportion of variance in satisfaction explained by members' involvement was over half (adjusted $R^2$=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, ${\beta}$=0.751), with 57 percent of the variance in trust explained by involvement (adjusted $R^2$=0.563). When the construct "stickiness" was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted $R^2$=0.331). Satisfaction did have a significant influence on stickiness, with ${\beta}$=0.514. However, unexpectedly, the influence of trust was not even significant (p=0.231, t=1.197), rejecting that proposed hypothesis. The importance of stickiness in the model was more significant because of its effect on e-WOM with ${\beta}$=0.920 (p<0.001). Here, the measures of Stickiness explain over eighty of the variance in e-WOM (Adjusted $R^2$=0.846). Overall, the results of the study supported the hypothesized relationships between members' involvement in a B2CVC and their satisfaction with and trust of it. However, trust, as a traditional measure in behavioral models, has no significant influence on stickiness in the B2CVC environment. This study contributes to the growing body of literature on B2CVCs, specifically addressing gaps in the academic research by integrating measures of beliefs, attitudes, and behaviors in one model. The results provide additional insights to behavioral factors in a B2CVC environment, helping to sort out relationships between traditional measures and relatively new measures. For practitioners, the identification of factors, such as member involvement, that strongly influence B2CVC member satisfaction can help focus technological resources in key areas. Global e-marketers can develop marketing strategies directly targeting B2CVC members. In the global tourism business, they can target Chinese members of a B2CVC by providing special discounts for active community members or developing early adopter programs to encourage stickiness in the community. Future studies are called for, and more sophisticated modeling, to expand the measurement of B2CVC member behavior and to conduct experiments across industries, communities, and cultures.

• Journal of the Korean Society of Food Culture
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• v.13 no.4
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• pp.267-274
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• 1998

The consumption patterns of the minimally processed fruits and vegetables were surveyed in this present study. Eighty four women who were resident in either Seoul and Kyongki-do in Korea were participants in this study as respondents to our various questionnaire. The result are summarized as follows; The respondents had a preference for a supermarket (46.4%) as the place of purchase (or fruits and vegetables and the frequency of purchase was two or three times per week. The residents of apartment preferred department stores and supermarkets to stalls in the immediate residential area (p<.05). Fifty percents of the unmarried women respondents indicated that they only purchased once a week. Approximately 70% of the respondents rated quality considerations over the price and quantity when they choose their fruits and vegetables. This behavioral tendency was stronger for the residents of the apartment and amongst the more highly educated women. The type of fruits and vegetables purchased were mainly unprocessed. However, minimally processed products appeared to be popular especially among unmarried or married who did not have children, were highly educated and aged between 20 and 30. These observations are supported by data in which 82% of respondents whose ages were ranged between 20 and 30, with high educational backgrounds and who had experienced in the purchase of minimally processed fruits and vegetables. The motivation for purchasing minimally processed fruits and vegetables generally resulted from a consideration of the saving in cooking time, the ease of handling and the desire to serve appropriate portions. On the other hand, the reasons for not purchasing minimally processed fruits and vegetables were the comparatively high price, a perception of unsanitary handling and pack size that were considered too small. Ninety-three percent of the respondents exhibited a positive response to the need for minimally processed fruits and vegetables. Freshness was considered to be the most important factor when purchasing these products. The preferred price for the minimally processed fruits and vegetables was approximately $110{\sim}120%$ of that for the unprocessed products.

• Journal of Distribution Science
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• v.10 no.1
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• pp.43-52
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• 2012

With the slowdown in environmental issues and the change of environmental consciousness, ecotourism is being discussed in various social fields. Ecotourism is being popularized for environmental protection, and now it is becoming a mainstream product from one of mass tourism. Ecotourism's emphasis on sustainable development in the tourism destination's society, economy, and environment, through ecotourism study and education, enable people to understand the core value of the ecological environment. 2011 was nominated as "the Year of World Forest" by the UN. In the recent years, forests are becoming increasingly important with their own values and functions in environment, economy, society, and culture. In particular, the global environmental issues caused by climate change are becoming an international agenda. Forests are the only effective solution for the carbon dioxide that causes global warming. Moreover, forests constitute a major part of ecotourism, and are now most used by ecotourists. For example, Korea, wherein 60% of the land is forest, attracts ecotourists. With the increasing interests in environment, the number of tourists visiting the ecosystem forest, which is highly valued for its conservation, is increasing significantly every year and is receiving considerable attention from the government. However, poor facilities in the forest ecotourism sites and improper market strategies are the reasons for the poor running of these sites. Furthermore, tourists' environmental awareness affects ecology environmental pollution or the optimization of forest ecotourism. In order to verify the relationships among tourist attractiveness, environmental consciousness, charm degrees of the attractions, and attitudes after tours, we established some scales based on existing research achievement. Then, using these scales, the researcher completed the questionnaire survey. From December 20, 2010 to February 20, 2011, after conducting surveys for 12 weeks, we finally obtained 582 valid questionnaires, from a total of 700 questionnaires, that could be used in statistical analysis. First, for the method of research and analysis, the researcher initially applied the Cronbach's (Alpha) for verifying the reliability, and subsequently applied the Exploratory factor analysis for verifying the validity. Second, in order to analyze the demographics, the researcher makes use of the Frequency analysis for the AMOS, measurement model, structural equation model computing, and also utilizes construct validity, convergent validity, discriminant validity, and nomological validity. Third, for the analysis of the ecotourists' environmental consciousness, impacts on tourist attractiveness, charm degrees of the attractions, and attitudes after the tour, the researcher uses AMOS 19, with the path analysis and equation of structure. After the research, researchers found that high awareness of natural protection lead to high tourist motivation and satisfaction and more positive attitude after the tour. Moreover, this research shows the psychological and behavioral reactions of the ecotourists to the ecotourist development. Accordingly, environmental consciousness does not affect the tourist attractiveness that has been interpreted as significant. Furthermore, people should focus on the change of natural protection consciousness and psychological reaction of ecotourists while ensuring the sustainable development of ecotourists and developing some ecotourist programs.