• Asia pacific journal of information systems
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• v.21 no.4
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• pp.45-62
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• 2011

The notion of information systems (IS) continuance has recently emerged as one of the most important research issues in the field of IS. A great deal of research has been conducted thus far on the basis of theories adapted from various disciplines including consumer behaviors and social psychology, in addition to theories regarding information technology (IT) acceptance. This previous body of knowledge provides a robust research framework that can already account for the determination of IS continuance; however, this research points to other, thus-far-unelucidated determinant factors such as habit, which were not included in traditional IT acceptance frameworks, and also re-emphasizes the importance of emotion-related constructs such as satisfaction in addition to conscious intention with rational beliefs such as usefulness. Experiences should also be considered one of the most important factors determining the characteristics of information system (IS) continuance and the features distinct from those determining IS acceptance, because more experienced users may have more opportunities for IS use, which would allow them more frequent use than would be available to less experienced or non-experienced users. Interestingly, experience has dual features that may contradictorily influence IS use. On one hand, attitudes predicated on direct experience have been shown to predict behavior better than attitudes from indirect experience or without experience; as more information is available, direct experience may render IS use a more salient behavior, and may also make IS use more accessible via memory. Therefore, experience may serve to intensify the relationship between IS use and conscious intention with evaluations, On the other hand, experience may culminate in the formation of habits: greater experience may also imply more frequent performance of the behavior, which may lead to the formation of habits, Hence, like experience, users' activation of an IS may be more dependent on habit-that is, unconscious automatic use without deliberation regarding the IS-and less dependent on conscious intentions, Furthermore, experiences can provide basic information necessary for satisfaction with the use of a specific IS, thus spurring the formation of both conscious intentions and unconscious habits, Whereas IT adoption Is a one-time decision, IS continuance may be a series of users' decisions and evaluations based on satisfaction with IS use. Moreover. habits also cannot be formed without satisfaction, even when a behavior is carried out repeatedly. Thus, experiences also play a critical role in satisfaction, as satisfaction is the consequence of direct experiences of actual behaviors. In particular, emotional experiences such as enjoyment can become as influential on IS use as are utilitarian experiences such as usefulness; this is especially true in light of the modern increase in membership-based hedonic systems - including online games, web-based social network services (SNS), blogs, and portals-all of which attempt to provide users with self-fulfilling value. Therefore, in order to understand more clearly the role of experiences in IS continuance, analysis must be conducted under a research framework that includes intentions, habits, and satisfaction, as experience may not only have duration-based moderating effects on the relationship between both intention and habit and the activation of IS use, but may also have content-based positive effects on satisfaction. This is consistent with the basic assumptions regarding the determining factors in IS continuance as suggested by Oritz de Guinea and Markus: consciousness, emotion, and habit. The principal objective of this study was to explore and assess the effects of experiences in IS continuance, with special consideration given to conscious intentions and unconscious habits, as well as satisfaction. IN service of this goal, along with a review of the relevant literature regarding the effects of experiences and habit on continuous IS use, this study suggested a research model that represents the roles of experience: its moderating role in the relationships of IS continuance with both conscious intention and unconscious habit, and its antecedent role in the development of satisfaction. For the validation of this research model. Korean university student users of 'Cyworld', one of the most influential social network services in South Korea, were surveyed, and the data were analyzed via partial least square (PLS) analysis to assess the implications of this study. In result most hypotheses in our research model were statistically supported with the exception of one. Although one hypothesis was not supported, the study's findings provide us with some important implications. First the role of experience in IS continuance differs from its role in IS acceptance. Second, the use of IS was explained by the dynamic balance between habit and intention. Third, the importance of satisfaction was confirmed from the perspective of IS continuance with experience.

• Journal of Intelligence and Information Systems
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• v.17 no.2
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• pp.77-96
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• 2011

An exhibition is defined as market events for specific duration to present exhibitors' main products to business or private visitors, and it plays a key role as effective marketing channels. As the importance of exhibition is getting more and more, domestic exhibition industry has achieved such a great quantitative growth. But, In contrast to the quantitative growth of domestic exhibition industry, the qualitative growth of Exhibition has not achieved competent growth. In order to improve the quality of exhibition, we need to understand the preference or behavior characteristics of visitors and to increase the level of visitors' attention and satisfaction through the understanding of visitors. So, in this paper, we used the observation survey method which is a kind of field research to understand visitors and collect the real data for the analysis of behavior pattern. And this research proposed the following methodology framework consisting of three steps. First step is to select a suitable exhibition to apply for our method. Second step is to implement the observation survey method. And we collect the real data for further analysis. In this paper, we conducted the observation survey method to obtain the real data of the KIDS & EDU EXPO for Children in SETEC. Our methodology was conducted on 160 visitors and 78 booths from November 4th to 6th in 2010. And, the last step is to analyze the record data through observation. In this step, we analyze the feature of exhibition using Demographic Characteristics collected by observation survey method at first. And then we analyze the individual booth features by the records of visited booth. Through the analysis of individual booth features, we can figure out what kind of events attract the attention of visitors and what kind of marketing activities affect the behavior pattern of visitors. But, since previous research considered only individual features influenced by exhibition, the research about the correlation among features is not performed much. So, in this research, additional analysis is carried out to supplement the existing research with data mining techniques. And we analyze the relation among booths using data mining techniques to know behavior patterns of visitors. Among data mining techniques, we make use of two data mining techniques, such as clustering analysis and ARM(Association Rule Mining) analysis. In clustering analysis, we use K-means algorithm to figure out the correlation among booths. Through data mining techniques, we figure out that there are two important features to affect visitors' behavior patterns in exhibition. One is the geographical features of booths. The other is the exhibit contents of booths. Those features are considered when the organizer of exhibition plans next exhibition. Therefore, the results of our analysis are expected to provide guideline to understanding visitors and some valuable insights for the exhibition from the earlier phases of exhibition planning. Also, this research would be a good way to increase the quality of visitor satisfaction. Visitors' movement paths, booth location, and distances between each booth are considered to plan next exhibition in advance. This research was conducted at the KIDS & EDU EXPO for Children in SETEC(Seoul Trade Exhibition & Convention), but it has some constraints to be applied directly to other exhibitions. Also, the results were derived from a limited number of data samples. In order to obtain more accurate and reliable results, it is necessary to conduct more experiments based on larger data samples and exhibitions on a variety of genres.

• Journal of Intelligence and Information Systems
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• v.16 no.4
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• pp.195-211
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• 2010

An exhibition is defined as market events for specific duration to present exhibitors' main product range to either business or private visitors, and it also plays a key role as effective marketing channels. Especially, as the effect of the opinions of the visitors after the exhibition impacts directly on sales or the image of companies, exhibition organizers must consider various needs of visitors. To meet needs of visitors, ubiquitous technologies have been applied in some exhibitions. However, despite of the development of the ubiquitous technologies, their services cannot always reflect visitors' preferences as they only generate information when visitors request. As a result, they have reached their limit to meet needs of visitors, which consequently might lead them to loss of marketing opportunity. Recommendation systems can be the right type to overcome these limitations. They can recommend the booths to coincide with visitors' preferences, so that they help visitors who are in difficulty for choices in exhibition environment. One of the most successful and widely used technologies for building recommender systems is called Collaborative Filtering. Traditional recommender systems, however, only use neighbors' evaluations or behaviors for a personalized prediction. Therefore, they can not reflect visitors' dynamic preference, and also lack of accuracy in exhibition environment. Although there is much useful information to infer visitors' preference in ubiquitous environment (e.g., visitors' current location, booth visit path, and so on), they use only limited information for recommendation. In this study, we propose a booth recommendation methodology using Sequential Association Rule which considers the sequence of visiting. Recent studies of Sequential Association Rule use the constraints to improve the performance. However, since traditional Sequential Association Rule considers the whole rules to recommendation, they have a scalability problem when they are adapted to a large exhibition scale. To solve this problem, our methodology composes the confidence database before recommendation process. To compose the confidence database, we first search preceding rules which have the frequency above threshold. Next, we compute the confidences of each preceding rules to each booth which is not contained in preceding rules. Therefore, the confidence database has two kinds of information which are preceding rules and their confidence to each booth. In recommendation process, we just generate preceding rules of the target visitors based on the records of the visits, and recommend booths according to the confidence database. Throughout these steps, we expect reduction of time spent on recommendation process. To evaluate proposed methodology, we use real booth visit records which are collected by RFID technology in IT exhibition. Booth visit records also contain the visit sequence of each visitor. We compare the performance of proposed methodology with traditional Collaborative Filtering system. As a result, our proposed methodology generally shows higher performance than traditional Collaborative Filtering. We can also see some features of it in experimental results. First, it shows the highest performance at one booth recommendation. It detects preceding rules with some portions of visitors. Therefore, if there is a visitor who moved with very a different pattern compared to the whole visitors, it cannot give a correct recommendation for him/her even though we increase the number of recommendation. Trained by the whole visitors, it cannot correctly give recommendation to visitors who have a unique path. Second, the performance of general recommendation systems increase as time expands. However, our methodology shows higher performance with limited information like one or two time periods. Therefore, not only can it recommend even if there is not much information of the target visitors' booth visit records, but also it uses only small amount of information in recommendation process. We expect that it can give real?time recommendations in exhibition environment. Overall, our methodology shows higher performance ability than traditional Collaborative Filtering systems, we expect it could be applied in booth recommendation system to satisfy visitors in exhibition environment.

• Korean Journal of Construction Engineering and Management
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• v.19 no.6
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• pp.65-78
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• 2018

In As urban apartment are aging, the necessity of reconstruction or remodeling to extend the life of buildings is increasing. In such a case, a co-housing association is formed to implement decisions on reconstruction or remodeling projects. At this time, the most important thing for the co-housing association is the business feasibility based on the input of the construction cost.In the case of reconstruction, it is possible to estimate the construction cost by using the accumulated construction cost data, and then evaluate the feasibility using the construction cost. However, in case of remodeling, it is difficult to calculate the accurate construction cost because the number of accumulated construction cost data is small. In addition, non-specialist clients often require estimates of various design factors, often negatively impacting the accuracy of estimates and the duration of estimates. Therefore, in this study, proposed method to reflect the opinion of the owner who is a non-expert, as a design element, and a method of calculating the expected construction cost according to the design element, and constructed this system so that it can be easily used by the non-specialist owner. In order to clearly reflect the requirements of the non-specialist owner in the estimates, extracts the design elements from the existing remodeling cases, classify them, and suggest a plan for the client to choose. In order to reflect the design factors to the estimates, the existing apartment house remodeling cases were investigated and the design factors were extracted to have a large effect on the construction cost. Finally, developed system based on MS Excel so that the above contents can be easily used by a non-specialist client. In order to verify the accuracy of the proposed estimate in this study, verified the accuracy of 80% of the results by substituting the case of remodeling quotations and obtained a positive result from the questionnaire survey to examine the ease of use of the non-specialist customer. In this study, propose an estimate estimation method using four cases. If the remodeling cases are accumulated continuously, the expected effect of this study will be higher.

• Korean Journal of Poultry Science
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• v.47 no.4
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• pp.211-217
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• 2020

This study evaluated calcium hydroxide (slaked lime) and a combination of plant extracts ('natural product'; clove, cinnamon, and saponin; 1:1:1 ratio) as acaricidal control mechanisms for poultry red mites. Red mite susceptibility was evaluated after treatments with 10% slaked lime, 20% slaked lime, and 1% natural product. The duration of the acaricidal effect was also tested at 0, 10, 30, and 60 min after treatment using 20% slaked lime, 1% natural product, or a mixture of both. In the in vitro experiment, the slaked lime treatments were 73.2% (10% slaked lime) and 85.1% (20% slaked lime) effective on red mites. In acaricidal effect of control materials over times, with 20% slaked lime, the acaricidal effect decreased to 50.7% after 30 min, and 12.7% after 60 min (P<0.05). With 1% natural product, there was no acaricidal effect after 30 min (P<0.05). With 20% slaked lime +1% natural product, all of poultry red mites died until 30 min, and 92.9% after 60 min (P<0.05). On the farm, poultry red mites were observed that the number of poultry red mites increased 7,923 from 36 to 45 weeks, but then decreased to 483 after 20% slaked lime plus 1% natural product treatment. These results indicate that combining slaked lime and plant extracts effectively control poultry red mites.

• Journal of Preventive Medicine and Public Health
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• v.26 no.3 s.43
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• pp.359-370
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• 1993

To identify the smoking status and its related factors in middle and high school boys in Kwanju a study was performed from 15th to loth of June 1992. Population were selected by two-stage stratified random sampling method and total 3,959 students replied to the self-administered questionnaire survey (1,574 in middle school, 1,664 in academic high school, 712 in business high school). The results were as follows ; 1. The proportion of current smokers was 1.5% in middle schools and 20.1% in high schools. And the smoking rates increased with school grade years (p<0.01). 2. For the motivation of smoking, curiosity was the most frequent factor and the next was temptation by friends. 3. The most common situation on the first experience of smoking was that middle school boys smoked a cigarette which was found in a house, through curiosity, with friends, at home. High school boys smoked a cigarette taken from friends, through curiosity, with friend, on the road or at home. 4. The proportion of smokers who smoke a cigarette regularly was 34.8% among smokers in middle school and 70.2% among smokers in high school. The most proportion of duration of smoking was less than 1 month among middle school boys (20.8%) and more than 2 years among high school boys (43.9%). The first smoking experience was in elementary school among middle school boys and the third grade of middle school in high school students. Most current smokers (73.9% in middle school boys, 65.3% in high school boys) wanted to quit smoking. 5. Smokers had significant association with intimate friend's smoking, mother's and brother's smoking, inharmonious friendships, dissatisfied with home and school life, lower school grades, generous attitude to other smokers, lack of knowledge to passive smoking and no contact to mass media (TV) (p<0.01).

• Asia Marketing Journal
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• v.12 no.2
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• pp.111-133
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• 2010

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based on in-depth interview with financial marketing managers in Korea, and (3)to suggest some implications for future research on the financial services marketing. Financial products are not consumer products. In fact, they are not products at all in the way product marketing is usually described. Nor are they altogether like services. The financial industry operates in a unique way, and its marketing tasks are correspondingly complex. However, the literature review shows that there has been a lack of basic studies which dealt with inherent characteristics of financial services marketing compared to the research on marketing in other industries. Many studies in domestic marketing journals have so far focused only on the general customer behaviors and the special issues in some financial industries. However, for more effective financial services marketing, we have to answer following questions. Is there any difference between financial service marketing and consumer packaged goods marketing? What are the differences between the financial services marketing and other services marketing such as education and health services? Are there different ways of marketing among banks, securities firms, insurance firms, and credit card companies? In other words, we need more detailed research as well as basic studies about the financial services marketing. For example, we need concrete definitions of financial services marketing, bank marketing, securities firm marketing, and etc. It is also required to compare the characteristics of each marketing within the financial services industry. The products sold in each market have different characteristics such as duration and degree of risk-taking. It means that there are sub-categories in financial services marketing. We have to consider them in the future research on the financial services marketing. It is also necessary to study customer decision making process in the financial markets. There have been little research on how customers search and process information, compare alternatives, make final decision, and repeat their choices. Because financial services have some unique characteristics, we need different understandings in the customer behaviors compared to the behaviors in other service markets. And also considering the rapid growth in financial markets and upcoming severe competition between domestic and global financial companies, it is time to start more systematic and detailed research on financial services marketing in Korea. In the second part of this paper, I analyzed the results of in-depth interview with 20 marketing managers of financial services companies in Korea. As a result, I found that the role of marketing departments in Korean financial companies are mainly focused on the short-term activities such as sales support, promotion, and CRM data analysis although the size and history of marketing departments to some extent show a sign of maturity. Most companies established official marketing departments before 2001. Average number of employees in a marketing department is about 58. However, marketing managers in eight companies(40% of the sample) still think that the purpose of marketing is only to support and manage general sales activities. It shows that some companies have sales-oriented concept rather than marketing-oriented concept. I also found three key words which marketing managers think importantly in financial services markets. They are (1)Trust in customer relationship, (2)Brand differentiation, and (3)Rapid response to customer needs. 50% of the sample support that "Trust" is the most important key word in the financial services marketing. It is interesting that 80% of banks and securities companies think that "Trust" is the most important thing, whereas managers in credit card companies consider "Rapid response to customer needs" as the most important key word in their market. In addition, there are different problems recognition of marketing managers depending on the types of financial industries they belong to. For example, in the case of banks and insurance companies, marketing managers consider "a lack of communication with other departments" as the most serious problem. On the other hand, in the case of securities firms, "a lack of utilization of customer data" is the most serious problem. These results imply that there are different important factors for the customer satisfaction depending on the types of financial industries, and managers have to consider them when marketing financial products in more effective ways. For example, It will be necessary for marketing managers to study different important factors which affect customer satisfaction, repeat purchase, degree of risk-taking, and possibility of cross-selling according to the types of financial industries. I also suggested six hypothetical propositions for the future research.

• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.