• Asia pacific journal of information systems
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• 제32권1호
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• pp.125-150
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• 2022

Technology companies launched their intelligent personal assistants (IPAs). IPAs not only provide individuals with a convenient way to interact with technology but also offer them the opportunity to interact with AI in a useful and meaningful form. Therefore, the global IPAs have experienced tremendous growth over the past decade. But maintaining continuous usage intention is still a massive challenge for developers and marketers and previous technology adoption models are not enough to explain continuous usage intention of IPAs. Thus, we adopted the bi-dimensional perspectives of utilitarian and hedonic value in this research model, and investigated how three characteristics of IPAs - anthropomorphism, autonomy, and intelligence - affect utilitarian value and hedonic value, which in turn continuous usage intentions. 227 data were collected from IPA users. The results showed that IPAs' continuous usage intention is significantly determined by both utilitarian and hedonic value, with the hedonic value being more prominent. In addition, the results showed that anthropomorphism and intelligence are the most important antecedents of utilitarian and hedonistic value. The results also illustrated that autonomy is a crucial predictor of utilitarian value rather than hedonistic value. Our work contributes to current research by widening the theoretical understanding of the effect of IPA characteristics on continuous usage intention through bi-dimensional values. Our paper also provides IPAs' developer and marketer guidelines for enhancing continuous usage intention.

• 한국프랜차이즈경영연구
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• 제11권4호
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• 한국주거학회논문집
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• 제22권5호
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• pp.47-57
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• 2011

The purpose of this research is to demonstrate the necessity of conserving and maintaining eco-parks by estimating their economic value. Wonheung-ee Park in Sannam 3 District of Cheongju City was chosen as the subject and a quantitative estimation was conducted. The quantitative analysis utilized the hedonic price model that estimates the value of non-market goods. The summarized results of this study are follows. The subject park influenced the prices of its neighboring apartments. The most important factor was the distance between the park and the subject apartment. When the distance was longer than 400m, the impact was greatest. The quantitative assessment also showed that apartment prices and the distance between an apartment and the park had a negative relationship. When the distance increased by 1%, apartment prices decreased by 0.430%. This means that within a certain distance, the closer an apartment is to the park, the higher is the price. Demonstrating the economic value of eco-parks, this study also supports the importance of preserving eco-areas. It generally shows that when we develop a city, we should refrain destroying the ecosystem.

• 한국콘텐츠학회논문지
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• 제20권6호
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• pp.717-729
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• 2020

현대사회의 환경오염 문제는 공업화에 따라 급격하게 변화하고 있기 때문에, 환경오염 문제는 다양한 분야에 직간접적인 영향을 미치고 있다. 특히 중공업 오염원은 입지 선택과 부동산 가치에 주요한 변수로 작용될 수 있다. 따라서 본 연구에서는 중국의 대표적인 철강 도시인 마안산시에 있는13개 아파트 단지의 거래 데이터에 기반하고 헤도닉 가격 모형 (Hedonic Price Model)을 이용해서 환경오염 중에 중공업 오염을 중심으로 부동산 가격에 대해서 미친 영향을 연구했고 결론을 내렸다. 연구 결과는 주택에서 오염원의 거리가 멀어 질수록 주택 가격에 인상 효과가 있다.

• 농촌계획
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• 제22권1호
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• pp.93-100
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• 2016

Land price can be affected by convenience or psychological repulsion like PIMFY (Please In My Front Yard) or NIMBY (Not In My Back Yard) for various facilities. Services related to public establishment, welfare, medical attention, and amenities in rural areas are comparatively poorer than those in urban areas. The purpose of this study is to estimate the implications of the accessibility to community facilities in rural areas for land prices using a hedonic price model. The accessibility to facilities is estimated by real road distances and the land prices are applied for four types of land usages: field, rice paddy, building lots, and village halls. Community facilities are classified from public and community services view: education, safety, culture, transport, environment, health care, and finance. The results show that the accessibility to health care and transport can positively affect land prices and the accessibility to environment (waste facilities and junkyard) and unpleasant services (funeral hall and charnel house) can negatively affect land prices. Especially, the accessibility to hospital is the most positive influential factor for all types of land usages.

• 한국유기농업학회지
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• 제29권1호
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• pp.25-39
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• 2021

The objective of this study is to analyze the value of attributes of agricultural products in school food service using hedonic price model and choice experiment. In the case of potatoes, bean sprouts, and tomatoes, environment-friendly agricultural products rather than conventional ones, and domestic price premiums exist rather than Chungnam. The higher the price, the higher the margin rate. Conventional agricultural products were more profitable than environment-friendly ones, and domestic products were more profitable than Chungnam. In consumer preferences, environment-friendly agricultural products are preferred over conventional agricultural products and local products (Chungnam, Cheonan, Asan) rather than domestic ones. This is the opposite result of the Hedonic price model estimation that Chungnam has a lower price premium than domestic in the case of origin. This study is meaningful by analyzing the attribute value of agricultural products used for school meals in Chungnam and comparing them with the willingness to pay consumers. With the results of this study, it is necessary that discussions on supplementing the value of local products used in Chungnam school food service.

• 부동산연구
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• 제27권1호
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• pp.45-57
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• 2017

본 연구에서는 물류부동산의 가격결정에 영향을 미치는 요인에 대하여 헤도닉 가격 모형을 이용하여 분석하였다. 연구의 분석을 위하여, 2006년부터 2015년까지 10년간 경기도지역에서 거래된 물류센터의 실거래 사례를 전수 조사하였다. 또한 매매가격 형성요인으로 건물특성, 경제특성, 투자특성 및 시간특성을 설정하였고, 헤도닉 가격 모형을 활용하여 다중회귀분석을 실시하였다. 분석결과, 첫째, 규모의 경제에 대한 선호도 경향으로 인하여 대형면적의 매매가격이 높게 형성되었고, 둘째, 간접투자의 경우에 더욱 적극적인 투자성향으로 인하여 직접투자의 경우보다 매매가격이 상대적으로 높게 나타났으며, 셋째, 물류센터의 투자에 대한 다양한 노하우를 보유한 외국인투자자가 매매가격을 주도하고 있는 것으로 판단된다. 본 연구를 통하여 물류센터에 대한 투자의사 결정의 판단기준을 제시하고자 한다.

• Asia pacific journal of information systems
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• 제23권4호
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• pp.1-28
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• 2013

Given that smartphone-based social network services (SNS), such as KakaoStory is now being widely used as a way for people to connect and communicate with each other, this study examines key factors leading to the continued use of SNS. People have been using PC-based SNS, such as Cyworld, for years are now using smartphone-based SNS, such as KakaoStory. KakaoStory developed by KakaoTalk has rapidly grown up as the largest smartphone-based SNS in Korea as smartphone penetration increases. It is more difficult for firms to maintain their current users over time in that alternative SNSs satisfying people's new needs are constantly emerging and evolving. In this sense, one of the most challenging issues for SNS firms is how to retain their current users in the long run. However, there are few empirical studies on this issue. Applying the IS continuance model proposed by Bhattacherjee [2001], this study explores key determinants of users' smartphone-based SNS continuance intention. The model suggests that perceived usefulness and user satisfaction are the key determinants of IS continuance intention. However, the model includes only the utilitarian value that users can obtain through the use of smartphone-based SNS, by considering perceived usefulness. Therefore, the study attempts to extend the IS continuance model by considering hedonic and social values simultaneously. More specifically, we consider subjective norms as social value that are proposed by the theory of reasoned action and the theory of planned behavior. We also consider perceived enjoyment as hedonic value that is emphasized as a key factor influencing users' behavior intention and actual behavior, particularly in the context of hedonic IS use. By considering the three values in our model simultaneously, we could offer a deeper understanding of smartphone-based SNS continuance. That is, this study could offer an explanation of how each value is associated with user satisfaction and SNS continuance intention. The customer value-satisfaction-loyalty model can strengthen the assertion that smartphone-based SNS continuance intention is determined by various different types of customer values, such as utilitarian, hedonic, and social ones. Moreover, the model provides a theoretical basis for the assertion that customer values lead to increased loyalty via customer satisfaction. In this regard, we theorize that SNS continuance intention is influenced by users' various values, namely perceived usefulness, perceived enjoyment, and subjective norms, via user satisfaction. To test the proposed research model and hypotheses, we conducted a partial least squares analysis using a total of 253 data collected on the users of smartphone-based SNS (i.e., KakaoStory). The key findings are as follows: First, it has been found that SNS continuance intention considerably depends on user satisfaction. Second, user satisfaction is determined by confirmation, perceived usefulness, and perceived enjoyment. Third, concerning the effects of the three values on SNS continuance intention, only perceived enjoyment regarded as hedonic value was statistically significant. That is, perceived usefulness considered as utilitarian value and subjective norms considered as social value had no effect on SNS continuance intention. Finally, our results indicate that confirmation increases perceived usefulness, perceived enjoyment, and user satisfaction. The results reconfirm the effectiveness of IS continuance model in predicting smartphone-based SNS continuance intention. Moreover, the results demonstrate that perceived enjoyment reflecting hedonic value is the most important predictor of SNS continuance intention. Therefore, it is imperative for firms to meet SNS users' hedonic value to retain them in the long run. Meanwhile, we could not find any empirical evidence to support the assertion that subjective norms are associated with user satisfaction and SNS continuance intention. The results lead us to conclude that when users have enough direct experience in SNS use, subjective norms have no effect on SNS continuance intention. Discussions and implications of the results are provided.

• 한국컴퓨터정보학회논문지
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• 제25권3호
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• pp.129-143
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• 2020

본 연구는 웨어러블 헬스케어 기기 사용자들의 수용의도를 보다 효과적으로 설명하기 위하여, 개인 혁신성에 따른 수용의도를 살펴보고 이를 확장된 통합기술수용모형(UTAUT2, Extended UTAUT) 이론에 적용하여 실증분석을 실시하고 그 결과에 따른 학술적·실무적 시사점을 제시하고자 한다. 본 연구에서 제안된 가설들을 검증하기 위해 PLS 3.0을 사용하여 구조모형을 검증하였다. 본 연구의 결과는 다음과 같이 요약될 수 있다. 첫째, 개인 혁신성이 웨어러블 헬스케어 기기의 성과기대와 노력 기대, 촉진조건, 쾌락적 동기, 가격 효용성에 매우 유의한 영향을 미치는 것으로 나타났다. 둘째, 해당 기기를 수용하고자 하는 태도에 성과기대, 노력기대, 쾌락적 동기, 가격 효용성이 웨어러블 헬스케어 기기를 수용하고자 하는 태도에 유의한 영향을 미치는 것으로 나타났다.

• 품질경영학회지
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• 제41권3호
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• pp.337-353
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• 2013

Purpose: As there are more cases of forged brands, change of awareness is urgently required at the governmental, corporate and consumer levels. Therefore, this study aims to positively analyze the correlation between forged brand quality and purchase intentions perceived by consumers based on types of preference of luxury brands. Methods: In order to achieve the above purpose, this study derived a model of causal relationships among the forged brand quality, preference of typified luxury brands, and purchase intentions. SPSS 20.0 was applied for data processing. Frequency analysis ad descriptive statistical analysis were conducted for basic data and measurement tools were verified through feasibility and reliability analyses. Multiple regression analysis was conducted to verify the hypotheses. Results: Based on the results, only utilitarian quality positively (+) affected non-intrinsic preference while its impact on intrinsic preference was negative (-). On the other hand, hedonic quality was significantly positive (+) but the impact was not significant. Both utilitarian and hedonic qualities had significantly positive (+) impacts on the intentions to purchase forged brands with the impact of hedonic quality relatively higher. Conclusion: These results clarified that the overall consumption of Korean consumers had not entered its maturity, yet. Also, Korean consumers regard forged brands as alternatives to luxury brands mostly because of hedonic quality. As hedonic quality is added, Korean consumers' purchase intentions became higher. Based on these results, this study suggested the measures to be taken for the country to develop into an advanced country in the luxury market which is becoming more global and overcome the barrier of its old trend in imitation at the four levels of manufacturers, distributors, government, and consumers.