• The Journal of Information Systems
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• v.16 no.4
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• pp.157-176
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• 2007

Most of the Information Systems(IS) literature has focused on utilitarian or hedonic Information Technology(IT) to explain and predict IT adoption and use. This study investigates the relationships among individuals' beliefs and intention to use of movie website, which has both utilitarian and hedonic characteristics simultaneously. As a theoretical background, this study adopts Technology Acceptance Model(TAM) and Motivation Theory, in which the former is well-known as a theory of IT adoption and use in IS field, and the latter is famous for a theory of individual's behavior in organizational behavior field. With 153 responses, five hypotheses are tested by using structured equation model. The results show that perceived ease of use positively influences perceived usefulness and perceived enjoyment, and that all individuals' beliefs have a positive impact on intention to use of movie web-site. Based upon the study results, movie website's managers and professionals can plan and conduct their courses of action effectively for users' continuous visits on their operating website.

• Journal of Information Technology Applications and Management
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• v.26 no.6
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• pp.29-46
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• 2019

This study analyzed the factors influencing the technology acceptance of the general public in the drones and ARs, one of the key technologies of the industry 4.0. The theoretical basis was the extended unified theory of acceptance and use of technology model(UTAUT2), which uses performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation as factors common to both services. The price value factor was excluded considering that most ARs were free, and the perceived risk factors, including privacy, which were not in UTAUT2, were included because they are important factors for ICT technology acceptance. The hypothesis was tested by structure equation model. Social influence and hedonic motivation had a positive(+) effect on intention to use technology. On the other hand, in the case of effort expectancy, neither the AR nor the drone had a significant influence on intention to use technology. Furthermore, performance expectancy had a positive(+) effect on intention to use in AR, but no significant influence was found out in drones. On the contrary, in the case of the facilitating conditions, the influence of the drones was positive (+), but the relation of AR was not investigated. The perceived risk was tested for the negative (-) influence of use intention of AR, but no significant relationship was found out for the drones. Among the significant influencing factors, hedonic motivation was the most powerful factor in AR and drones. Theoretical and practical implications are presented based on these results.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.195-203
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• 2016

This study examined customer's purchase decision-making processes in a coffee chain context. We posit customer satisfaction, brand image, and perceive value as key drivers of forming customer's repurchase intention. From the perspective of multidimensional perceived value concept, the effects of utilitarian, hedonic, and social value on customer's decision-making processes were investigated. The proposed model was empirically tested by using survey data collected from 232 university students who often visit several coffee chains. LISREL has been used to perform these analysis. The proposed theoretical model accounts for 67% of the variance in repurchase intention and 73% of the variance in customer satisfaction. The analysis results indicate that customer satisfaction and brand image play an important role in forming customer's repurchase intention. Further, utilitarian and hedonic values significantly affect customer's repurchase intention, whereas social value negatively influences it.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.147-156
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.43 no.2
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• pp.87-97
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• 2020

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.23-39
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• 2020

Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn't. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.7-17
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• 2020

Purpose - As the competition in the foodservice franchise industry and the market becomes fierce and the entry barrier is lowered, the foodservice franchisor and franchisees strive to increase their competitive advantage in the market. Therefore, the franchisor and franchisees use experience management strategies to enhance the positive experiences of customers visiting the stores. In this regard, this study examines the effects of customer-oriented activities (physical-, social-, health-, and service-oriented activities) on utilitarian and hedonic values, and loyalty using stimulus-organism-response (S-O-R) model and value-expectancy theory. Research design, data, methodology - The data were collected from panels of online survey company, who visited a foodservice franchisee within last month. The survey was conducted for about 15 days from March 7, 2019 to March 21, 2019, and about 3,500 e-mails and messages were distributed to ask for the survey. A total 412 responded and completed the questionnaires. Of the 412 completed questionaires, 12 were discarded due to missing and misinformation data and 400 were retained for further data analysis. Results --The results showed that social oriented activities, health oriented activities, and service oriented activities had positive effects on hedonic value, while physical oriented activities did not have a significant effect on hedonic value. Health oriented activities and service oriented activities had positive effects on utilitarian value, while physical oriented activities and social oriented activities had no significant effects on utilitarian value. Hedonic and utilitarian values also have a positive effect on loyalty. Conclusions - First, food service franchises should provide services and menus in consideration of the health of customers. When a customer visits the store, franchisee should provide more health-oriented food or materials and clean and comfortable conditions so as not to threaten the health of the customer. Second, the food service franchise must build a service-oriented system. Foodservice franchisor need to provide continuous service training not only to the franchisees, but also to the employees of the franchisees. Third, franchise should design a store where customers can form social exchanges through providing various information exchange to customers and making the store as a local community center.

• Information Systems Review
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• v.18 no.4
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• pp.89-106
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• 2016

The latest movement in live video streaming service is mobile personal broadcasting (MPB), which refers to consumers accessing the service through social media with mobile devices, such as smartphones and tablet PCs. This service is possible through the advancements in mobile video technology and platforms. Features such as enhanced user interaction, personalization, and real-time broadcasting, combined with a greater variety of content, have led to the development of MPB. The increase in MPB users calls for research, including that on the hedonic motivational angle. This study aims to assess MPB users' intrinsic motives through the hedonic-motivation system adoption model (HMSAM) using seven factors: joy, temporal dissociation, escapism, focused immersion, perceived ease of use, perceived usefulness and intention to watch. Survey data collected from 154 samples were analyzed with statistical techniques, such as structural equation modeling. Results showed that time dissociation, escapism, and perceived ease of use have a positive relationship with heightened enjoyment. Joy significantly affects focused immersion and intention to watch. Escapism also had a statistically significant influence on focused immersion. This study contributes to the advancement of the MPB study under the HMSAM theoretical framework and offers practical suggestions to managers to enhance MPB content viewership.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.10
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• pp.4432-4439
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• 2012

Previous studies on art pricing mostly focused on auction data because of the limitation of non-auction market data. This study investigated on both auction and non-auction markets to see the difference in art pricing mechanisms of both markets. Especially, while prior hedonic models included only quantatative variables to predict art prices, we added a qualitative measure, artistic value of a artwork, along with the original hedonic model to develop a more comprehensive model, and tested if his change may make more precise predictions. As a result, when we did not divide our data into auction and non-auction groups, we did not find any significant difference between the original hedonic model and the new model including artistic value. However, when we separated non-auction group from auction group, we found that predicted prices in the new model showed significantly closer values to the actual prices. This study contributes to our knowledge on art pricing by showing that artistic value may have important but differential impacts on different art dealing channels.

• Journal of the Korean Geographical Society
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• v.48 no.2
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• pp.272-287
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• 2013

This paper describes the importance of selecting explanatory variables(e.g. land price determinants) in hedonic pricing models employed in predicting real estate price, and explores dynamics of the land price determinants over time. The City of Junju was chosen as the study area, and repeated measured price data of standard lots over 17 years were analyzed. We applied a three-level modeling approach to this data in consideration of its nested data structure and longitudinal characteristics. Main land price determinants we focused on are primarily based on items included in the standard comparison table of land price, which is an official hedonic pricing model used by Government to estimate land price for tax levy. Our result shows that the land price fluctuation over 17 years was not uniform over the whole study area with each neighborhood revealing different price trend, and as such warrants longitudinal model components. In addition, some of determinants previously recognized as important were proved insignificant. It was also found that significant determinants at a particular time point lost its power gradually over time and vice versa. It is expected that more accurate prediction of price would be possible when taken account for this dynamics of price determinants over time in applying hedonic pricing model method.