• Asia pacific journal of information systems
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• 제20권3호
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• pp.167-190
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• 2010

The research conducted here focuses on the effect of factors that affect the behavior of UCC (User Created Content) website users, other than user's rational recognition of how useful a UCC website can be. Most discussions in the existing literature on information systems have focused on users' evaluation how a UCC website can help to attain the users' own goals. However, there are other factors and this research pays attention to an individual's 'personality,' which is stable and biological in nature. Specifically, I have noted here that 'extroversion' and 'neuroticism,' the two common personality factors presented in Eysenck's most representative 'EPQ Model' and 'Big Five Model,' are the two personality factors that affect a site's 'usefulness,' by this I mean how useful does the user consider the website and its content. How useful a site is considered by the user is the other factor that has been regarded as the antecedent factor that influences the adoption of information systems in the existing MIS (Management Information System) research. Secondly, as using or creating a UCC website does not guarantee the user's or the creator's extrinsic motivation, unlike when using the information system within an organization, there is a greater likelihood that the increase in user's activities in relation to a UCC website is motivated by emotional factors rather than rational factors. Thus, I have decided to include the relationship between an individual's personality and what they find pleasurable in the research model. Thirdly, when based on the S-O-R Paradigm of Mehrabian and Russell, the two cognitive factors and emotional factors are finally affected by stimulus, and thus these factors ultimately have an effect on an individual's respondent behavior. Therefore, this research has presented an assumption that the recognition of how useful the site and content is and what emotional pleasure it provides will finally affect the behavior of the UCC website users. Finally, the relationship between the recognition of how useful a site is and how pleasurable it is to useand UCC usage may differ depending on certain situational conditions. In other words, the relationship between the three factors may vary according to how much users are involved in the creation of the website content. Creation thus emerges as the keyword of UCC. I analyzed the above relationships through the moderating variable of the user's involvement in the creation of the site. The research result shows the following: When it comes to the relationship between an individual's personality and what they find pleasurable it is extroverted users who have a greater likelihood to feel pleasure when using a UCC website, as was expected in this research. This in turn leads to a more active usage of the UCC web site because a person who is an extrovert likes to spend time on activities with other people, is sensitive to new experiences and stimuli and thus actively responds to these. An extroverted person accepts new UCC activities as part of his/her social life, rather than getting away from this new UCC environment. This is represented by the term 'Foxonomy' where the users meet a variety of users from all over the world and contact new types of content created by these users. However, neuroticism creates the opposite situation to that created by extroversion. The representative symptoms of neuroticism are instability, stress, and tension. These dispositions are more closely related to stress caused by a new environment rather than this creatingcuriosity or pleasure. Thus, neurotic persons have an uneasy feeling and will eventually avoid the situation where their own or others' daily lives are frequently exposed to the open web environment, this eventually makes them have a negative attitude towards the web environment. When it comes to an individual's personality and how useful site is, the two personality factors of extroversion and neuroticism both have a positive relationship with the recognition of how useful the site and its content is. The positive, curious, and social dispositions of extroverted persons tend to make them consider the future usefulness and possibilities of a new type of information system, or website, based on their positive attitude, which has a significant influence on the recognition of how useful these UCC sites are. Neuroticism also favorably affects how useful a UCC website can be through a different mechanism from that of extroversion. As the neurotic persons tend to feel uneasy and have much doubt about a new type of information system, they actively explore its usefulness in order to relieve their uncomfortable feelings. In other words, neurotic persons seek out how useful a site can be in order to secure their own stable feelings. Meanwhile, extroverted persons explore how useful a site can be because of their positive attitude and curiosity. As a lot of MIS research has revealed that the recognition of how useful a site can be and how pleasurable it can be to use have been proven to have a significant effect on UCC activity. However, the relationship between these factors reveals different aspects based on the user's involvement in creation. This factor of creationgauges the interest of users in the creation of UCC contents. Involvement is a variable that shows the level of an individual's mental effort in creating UCC contents. When a user is highly involved in the creation process and makes an enormous effort to create UCC content (classed a part of a high-involvement group), their own pleasure and recognition of how useful the site is have a significantly higher effect on the future usage of the UCC contents, more significantly than the users who sit back and just retrieve the UCC content created by others. The cognitive and emotional response of those in the low-involvement group is unlikely to last long,even if they recognize the contents of a UCC website is pleasurable and useful to them. However, the high-involvement group tends to participate in the creation and the usage of UCC more favorably, connecting the experience with their own goals. In this respect, this research presents an answer to the question; why so many people are participating in the usage of UCC, the representative form of the Web 2.0 that has drastically involved more and more people in the creation of UCC, even if they cannot gain any monetary or social compensation. Neither information system nor a website can succeed unless it secures a certain level of user base. Moreover, it cannot be further developed when the reasons, or problems, for people's participation are not suitably explored, even if it has a certain user base. Thus, what is significant in this research is that it has studied users' respondent behavior based on an individual's innate personality, emotion, and cognitive interaction, unlike the existing research that has focused on 'compensation' to explain users' participation with the UCC website. There are also limitations in this research. Firstly, I divided an individual's personality into extroversion and neuroticism; however, there are many other personal factors such as neuro-psychiatricism, which also needs to be analyzed for its influence on UCC activities. Secondly, as a UCC website comes in many types such as multimedia, Wikis, and podcasting, these types need to be included as a sub-category of the UCC websites and their relationship with personality, emotion, cognition, and behavior also needs to be analyzed.

• 한국산림과학회지
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• 제47권1호
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• pp.37-43
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• 1980

조림수종(造林樹種)의 신초생장(新稍生長)과 기상요인(氣象要因)들과의 관계(開係)를 밝혀 생태조림(生態造林), 적수선정(適樹選定)과 하예작업계획수립(下刈作業計劃樹立)에 필요(必要)한 기초자료(基礎資料)를 얻고자 이 연구(硏究)를 하였다. 자료조사(資料調査)는 경남 울주군 삼남연 조일리와 상북면 이천리에 있는 한독산림(韓獨山林) 경영사업(經營事業) 기구(機構)의 시험조림지(試驗造林地)에서 이루어졌다. 전자(前者)는 표고(標高) 100 m의 야산지대(野山地帶)이고 후자(後者)는 표고(標高) 600m인 고산지대(高山地帶)이다. 1979년(年) 3월(月)부터 10일(日) 간격으로 신초생장(新稍生長)을 직접(直接) 조림지(造林地)에서 측정(測定)하였으며 기상관측(氣象觀測)은 조림지(造林地)에 인접돼 있는 관측소(觀測所)에서 이루어졌다. 1. 조사지(調査地)의 평균온도(平均溫度)와 강우량(降兩量)의 변화(變化)는 그림 1과 2와 같다. 일반적으로 표고(標高) 600m 지점(地點)은 표고(標高) 100m 지점(地點)보다 약(約) 10일(日) 늦게 동일(同一)한 온도(溫度)가 나타나고 있다. 2. 곰솔, 리기다, 리가테다와 테다소나무와 잣나무와 같은 소나무속은 3월(月)에 신초생장(新稍生長)이 시작되며 이때의 평균온도(平均氣溫)은 $6^{\circ}C$ 내외(內外)이고 고산지대(高山地帶)가 야산지대(野山地帶)보다 약(約) 10일(日) 늦게 생장(生長)이 시작된다. 젓나무, 일본잎갈나무와 독일가문비나무는 소나무속에 비해 약(約) 40일(日) 늦은 5월(月)에 신초생장(新稍生長)이 시작되며 이때의 평균기온(平均氣溫)은 약(約) $15^{\circ}C$이다. 그러나 삼나무, 편백과 히마리아시다는 야산지대(野山地帶)에서는 3월(月) 하순부터 고산지대(高山地帶)에서는 5일(日)초순부터 생장이 시작된다. 고산지대(高山地帶)에서 특(特)히 신초생장(新稍生長)이 늦은 동기(冬期)의 저온(低溫)과 한풍해(寒風害)의 영향을 받을 것으로 사료(思料)된다. 3. 4월(月) 하순부터 5월(月)에 신초생장(新稍生長)의 대부분을 마치는 수종(樹種)들은 소나무속(屬)이며 이때의 온도(溫度)는 $10^{\circ}{\sim}20^{\circ}C$이고 여타(余他) 조사수종(調査樹種)들은 5월(月)하순과 6월(月) 사이에 신초생장(新稍生長)의 대부분(大部分)을 마치며 이때의 온도(溫度)는 $18^{\circ}{\sim}22^{\circ}C$ 정도이다. 따라서 소나무속(屬)은 5월(月)에 여타(余他) 조사수종(調査樹種)은 6월(月)에 하예작업(下刈作業)을 마치는 것이 적합할 것이다. 4. 소나무속(屬)은 일찍 신초생장(新稍生長)이 시작되고 일찍 생장이 끝나는 경향이 있으며 $20^{\circ}C$가 넘으면 급격히 생장이 감소되고 있다. 독일 가문비나무 역시 $20^{\circ}C$가 넘으면 생장(生長)이 급격히 감소되며 여타(余他) 조사수종(調査樹種)들 역시 $22^{\circ}C$가 넘으면 생장(生長) 감소 현상이 나타난다. 이는 하기고온(夏期高溫)의 영향인 것 같다. 5. 년간(年間) 신초생장(新稍生長) 일수(日數)를 보면 독일가문비나무가 50일(日), 젓나무가 70일(日)이고 그리고 잣나무와 일본잎갈나무 역시 70일(日)동안에 신초생장(新稍生長)의 85% 이상(以上)을 마치고 있다. 편백, 리기다, 리기테다와 테다소나무 및 곰솔의 신초생장일수(新稍生長日數)가 120일(日) 이상(以上)으로 생장기간(生長期間)이 긴편이다. 6. 년간(年間) 1회(回)로 신초생장(新稍生長)을 마치는 수종(樹種)으로 젓나무와 독일가문비나무가 있고 소나무속(屬)은 2회(回) 이상(以上) 생장(生長)을 하고 있다. 삼나무, 편백, 히마리아시다, 일본잎갈나무는 지역(地域)에 따라 1회(回) 또는 2회(回) 이상(以上)을 생장(生長)한다. 생장(生長)이 2회(回) 이상(以上) 생장(生長하)는 이유(理由)는 유전적성질(遺傳的性質) 이외(以外)에 하기(夏期)의 온도조건(溫度條件)의 영향을 받기 때문으로 사료(思料)된다. 7. 이상(以上)의 결과(結果)에 의하면 하기고온(夏期高溫)이 조림목(造林木)의 신초생장(新稍生長)에 영향을 마칠 수 있으므로 생태조림(生態造林)과 방위별(方位別) 적수선정(適樹選定)에 고려(考慮)할 사항이며 시기별(時期別) 생장특성(生長特性)은 수종별(樹種別) 하예작업(下刈作業)과 시비시기(施肥時期) 결정(結定)에 고려될 사항인 것으로 사료(思料)된다.

• Asia pacific journal of information systems
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• 제22권4호
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• pp.101-123
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• 2012

Currently, Social Media, it has widely a renown keyword and its related social trends and businesses have been fastly applied into various contexts. Social media has become an important research area for scholars interested in online technologies and cyber space and their social impacts. Social media is not only including web-based services but also mobile-based application services that allow people to share various style information and knowledge through online connection. Social media users have tendency to common identity- and bond-attachment through interactions such as 'thumbs up', 'reply note', 'forwarding', which may have driven from various factors and may result in delivering information, sharing knowledge, and specific experiences et al. Even further, almost of all social media sites provide and connect unknown strangers depending on shared interests, political views, or enjoyable activities, and other stuffs incorporating the creation of contents, which provides benefits to users. As fast developing digital devices including smartphone, tablet PC, internet based blogging, and photo and video clips, scholars desperately have began to study regarding diverse issues connecting human beings' motivations and the behavioral results which may be articulated by the format of antecedents as well as consequences related to contents that people create via social media. Social media such as Facebook, Twitter, or Cyworld users are more and more getting close each other and build up their relationships by a different style. In this sense, people use social media as tools for maintain pre-existing network, creating new people socially, and at the same time, explicitly find some business opportunities using personal and unlimited public networks. In terms of theory in explaining this phenomenon, social capital is a concept that describes the benefits one receives from one's relationship with others. Thereby, social media use is closely related to the form and connected of people, which is a bridge that can be able to achieve informational benefits of a heterogeneous network of people and common identity- and bonding-attachment which emphasizes emotional benefits from community members or friend group. Social capital would be resources accumulated through the relationships among people, which can be considered as an investment in social relations with expected returns and may achieve benefits from the greater access to and use of resources embedded in social networks. Social media using for their social capital has vastly been adopted in a cyber world, however, there has been little explaining the phenomenon theoretically how people may take advantages or opportunities through interaction among people, why people may interactively give willingness to help or their answers. The individual consciously express themselves in an online space, so called, common identity- or bonding-attachments. Common-identity attachment is the focus of the weak ties, which are loose connections between individuals who may provide useful information or new perspectives for one another but typically not emotional support, whereas common-bonding attachment is explained that between individuals in tightly-knit, emotionally close relationship such as family and close friends. The common identify- and bonding-attachment are mainly studying on-offline setting, which individual convey an impression to others that are expressed to own interest to others. Thus, individuals expect to meet other people and are trying to behave self-presentation engaging in opposite partners accordingly. As developing social media, individuals are motivated to disclose self-disclosures of open and honest using diverse cues such as verbal and nonverbal and pictorial and video files to their friends as well as passing strangers. Social media context, common identity- and bond-attachment for self-presentation seems different compared with face-to-face context. In the realm of social media, social users look for self-impression by posting text messages, pictures, video files. Under the digital environments, people interact to work, shop, learn, entertain, and be played. Social media provides increasingly the kinds of intention and behavior in online. Typically, identity and bond social capital through self-presentation is the intentional and tangible component of identity. At social media, people try to engage in others via a desired impression, which can maintain through performing coherent and complementary communications including displaying signs, symbols, brands made of digital stuffs(information, interest, pictures, etc,). In marketing area, consumers traditionally show common-identity as they select clothes, hairstyles, automobiles, logos, and so on, to impress others in any given context in a shopping mall or opera. To examine these social capital and attachment, we combined a social capital theory with an attachment theory into our research model. Our research model focuses on the common identity- and bond-attachment how they are formulated through social capitals: cognitive capital, structural capital, relational capital, and individual characteristics. Thus, we examined that individual online kindness, self-rated expertise, and social relation influence to build common identity- and bond-attachment, and the attachment effects make an impact on both the willingness to help, however, common bond seems not to show directly impact on information sharing. As a result, we discover that the social capital and attachment theories are mainly applicable to the context of social media and usage in the individual networks. We collected sample data of 256 who are using social media such as Facebook, Twitter, and Cyworld and analyzed the suggested hypotheses through the Structural Equation Model by AMOS. This study analyzes the direct and indirect relationship between the social network service usage and outcomes. Antecedents of kindness, confidence of knowledge, social relations are significantly affected to the mediators common identity-and bond attachments, however, interestingly, network externality does not impact, which we assumed that a size of network was a negative because group members would not significantly contribute if the members do not intend to actively interact with each other. The mediating variables had a positive effect on toward willingness to help. Further, common identity attachment has stronger significant on shared information.

• 마케팅과학연구
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• 제18권2호
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• pp.189-222
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• 2008

본 연구는 동물병원 산업에서 동물병원의 시장지향성 활동과 동물병원의 공급업체와의 관계지향성 활동이 동물병원의 사업성과-재무적 및 비재무적-에 어떠한 영향을 미치는지를 체계적으로 분석하고, 동물병원 경영자의 특성 (경영자의 근속연수)과 동물병원의 사업입지가 이들 영향관계에서 어떠한 조절역할을 하는지를 분석하고자 하였다. 분석 결과, 동물병원의 시장지향성 활동은 동물병원의 재무적 성과와 비재무적 성과 모두에 유의적으로 영향을 미쳤다. 또한 동물병원의 시장지향성 활동은 동물병원 경영자의 근속연수에 따라 사업성과에 유의적인 영향을 미치나, 동물병원의 입지에 따른 동물병원의 시장지향성은 동물병원의 사업성과에 유의적인 영향을 미치지 않은 것으로 나타났다. 한편 동물병원의 공급업체와의 관계지향성 활동은 동물병원의 재무적 성과 및 비재무적 성과에 대부분 정의 방향으로 영향을 미치는 것으로 나타났다. 또한 동물병원 경영자의 근속연수에 따라 공급업체와의 관계지향성 활동이 동물병원의 사업성과에 미치는 영향에 관한 연구에서, 경영자가 4년 이상 장기간 근속한 경우 관계지향성 활동이 재무적 성과와 비재무적 성과에 정의 방향으로 영향을 미치는 것으로 나타났다. 하지만, 동물병원 경영자가 3년 이하 단기간 근속한 경우, 관계지향성 활동은 재무적 성과에 영향을 미치지 않았고 비재무적 성과에는 비교적 약하게 영향을 미치는 것으로 나타났다. 동물병원의 사업입지에 따라 관계지향성 활동이 동물병원의 사업성과에 미치는 영향에 관한 연구결과에서, 비수도권에서 공급업체와의 관계지향성 활동이 재무적 및 비재무적 성과에 매우 유의하게 영향을 미치는 것으로 나타났고, 수도권에서는 관계지향성 활동이 재무적 및 비재무적 성과에 모두 영향을 주지 않는 것으로 나타났다. 요약하면, 동물병원의 시장지향성 활동과 공급업체와의 관계지향성 활동이 동물병원의 재무적 및 비재무적 사업성과에 미치는 영향에 관한 전반적인 연구에서, 시장지향성은 동물병원의 사업성과에 일관되게 영향을 미치지만, 공급업체와의 관계지향성 활동은 경영자의 근속기간 및 사업입지에 따라 사업성과에 다른 영향을 미치는 것으로 나타났다. 즉, 동물병원 경영자의 근속연수나 사업입지에 따라 동물병원의 사업전략을 선택적으로 접목해야함을 알 수 있었다. 마지막으로 연구결과에 따른 시사점, 연구의 한계점과 향후 연구방향에 대해 논의를 하였다.

• 마케팅과학연구
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• 제18권4호
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• pp.195-215
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• 2008

본 연구는 기업에 대한 소비자의 의도추론이 희소성 효과에 미치는 영향에 있어서 희소성 메시지의 수량한정 유형 및 폭의 조절효과를 파악하고자 진행되었다. 연구결과는 크게 두 가지로 요약할 수 있다. 첫째, 특별한정으로 제시되는 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 일반한정으로 제시되는 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다. 둘째, 수량한정의 폭이 작은 경우에는 소비자의 기업에 대한 의도추론은 희소성 효과에 영향을 미치지 않았다. 그러나 수량한정의 폭이 큰 경우에는 소비자가 기업의 의도를 추론하는 경우가 그렇지 않은 경우에 비해 구매의도가 더욱 낮았다.

• 한국수산과학회지
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• 제31권6호
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• pp.859-868
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• 1998

제주도 서부 연안역인 한림 정치망어장의 해황특성 (수온 및 염분분포)을 규명하기 위해 1995년과 1996년에 실시한 정선조사의 수온 및 염분자료를 검토$\cdot$분석한 결과를 요약하면 다음과 같다. 1. 제주도 서부연안역중 해안에서 2$\~$3mile 떨어진 외측 (Sta. 1, 2)은 11월부터 익년 5월까지는 제주도 서쪽해역에 출현하는 대마난류수의 주류부가 통과하여 $14^{\circ}C$ 이상의 고수온과 $34.40\%_{\circ}\~34.60\%_{\circ}$의 고염분이 표층부터 저층까지 균질하게 분포하지만 6월부터 10월까지는 제주해역에 저염분수인 중국대륙연안수가 출현하여 표층은 고수은, 저염분수가 되고 중$\cdot$저층은 $11^{\circ}C\~14^{\circ}C$의 저수온, $33.50\%_{\circ}$ 이상의 고염분이 유지되므로 심한 수온 및 염분약층이 나타는데 반해 이 해역은 해쳐 중앙역보다 표층은 수온이 낮고 염분은 높으며 저층은 수온이 높고 염분이 낮은 조석전선역의 수온 및 염분분포가 나타난다. 그러므로 년중 표층수온은 $14^{\circ}C\~23^{\circ}C$ 염분은 $36.60\%_{\circ}\~34.60\%_{\circ}$로 수온의 년교차는 $9^{\circ}C$, 염분의 년교차는 $4.00\%_{\circ}$ 정도로 연안역임에도 불구하고 제주해협 중앙부의 년교차($14^{\circ}C\~20^{\circ}C$, $4.00\%_{\circ}\~10.40\%_{\circ}$)보다 매우 작다. 저층수온은 년중 $14^{\circ}C\~20^{\circ}C$의 범위로 수온 변화폭이 작고 제주해협 서쪽입구에 출현하는 $11^{\circ}C\~13^{\circ}C$의 저온수도 나타나지 않는다. 그러나 저층 염분은 1995년에 $33.60\%_{\circ}\~34.40\%_{\circ}$이지만 1996년의 경우는 6월부터 표$\cdot$저층 모두 현저하게 염분이 저하하여 전층이 $32.00\%_{\circ}$ 이하의 저염분수가 출현하고 있어 이 해역의 동계의 해황은 년별 변화가 적지만 하계에는 중국대륙연안수의 영향, 즉 양자강수의 년별 유출량 변화에 따라 해황의 년별 변화가 심한 해역이 다. 2. 해안에서 2mile 이내의 제주도 서부 연안역은 하계의 경우 조류에 의한 연직혼합으로 표층 저온수, 국지적인 와, 수온, 염분전선 등이 나타나 비교적 복잡한 해황이 출현하며, 특히 비양도 주변 해역의 저층수는 수심변화와 더불어 수온$\cdot$염분이 변해 10m미만의 천소에서 50m의 심소 사이에는 심한 수온$\cdot$염분전선이 형성되고, 월령리와 금릉리 사이에는 고온$\cdot$저염분수인 외측의 표층수가 연안 가까이까지 침입하므로 이 연안에서 비양도를 잇는 선을 중심으로 수온$\cdot$염분전선이 형성된다. 또, 수심 l0m이하의 연안 천소라 할지 라도 저층수는 표층수보다 수온은 $2^{\circ}C\~4^{\circ}C$ 낮고 염분은 $0.02\%_{\circ}\~0.08\%_{\circ}$정도 높다.

• Asia pacific journal of information systems
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• 제18권4호
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• pp.27-55
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• 2008

Due to the increasing and intensifying competition in the Internet shopping market, it has been recognized as very important to develop an effective policy and strategy for acquiring loyal customers. For this reason, web site designers need to know if a new Internet shopping mall(ISM) will be accepted. Researchers have been working on identifying factors for explaining and predicting user acceptance of an ISM. Some studies, however, revealed inconsistent findings on the antecedents of user acceptance of a website. Lack of consideration for individual differences in user ability is believed to be one of the key reasons for the mixed findings. The elaboration likelihood model (ELM) and several studies have suggested that individual differences in ability plays an moderating role on the relationship between the antecedents and user acceptance. Despite the critical role of user ability, little research has examined the role of user ability in the Internet shopping mall context. The purpose of this study is to develop a user acceptance model that consider the moderating role of user ability in the context of Internet shopping. This study was initiated to see the ability of the technology acceptance model(TAM) to explain the acceptance of a specific ISM. According to TAM. which is one of the most influential models for explaining user acceptance of IT, an intention to use IT is determined by usefulness and ease of use. Given that interaction between user and website takes place through web interface, the decisions to accept and continue using an ISM depend on these beliefs. However, TAM neglects to consider the fact that many users would not stick to an ISM until they trust it although they may think it useful and easy to use. The importance of trust for user acceptance of ISM has been raised by the relational views. The relational view emphasizes the trust-building process between the user and ISM, and user's trust on the website is a major determinant of user acceptance. The proposed model extends and integrates the TAM and relational views on user acceptance of ISM by incorporating usefulness, ease of use, and trust. User acceptance is defined as a user's intention to reuse a specific ISM. And user ability is introduced into the model as moderating variable. Here, the user ability is defined as a degree of experiences, knowledge and skills regarding Internet shopping sites. The research model proposes that the ease of use, usefulness and trust of ISM are key determinants of user acceptance. In addition, this paper hypothesizes that the effects of the antecedents(i.e., ease of use, usefulness, and trust) on user acceptance may differ among users. In particular, this paper proposes a moderating effect of a user's ability on the relationship between antecedents with user's intention to reuse. The research model with eleven hypotheses was derived and tested through a survey that involved 470 university students. For each research variable, this paper used measurement items recognized for reliability and widely used in previous research. We slightly modified some items proper to the research context. The reliability and validity of the research variables were tested using the Crobnach's alpha and internal consistency reliability (ICR) values, standard factor loadings of the confirmative factor analysis, and average variance extracted (AVE) values. A LISREL method was used to test the suitability of the research model and its relating six hypotheses. Key findings of the results are summarized in the following. First, TAM's two constructs, ease of use and usefulness directly affect user acceptance. In addition, ease of use indirectly influences user acceptance by affecting trust. This implies that users tend to trust a shopping site and visit repeatedly when they perceive a specific ISM easy to use. Accordingly, designing a shopping site that allows users to navigate with heuristic and minimal clicks for finding information and products within the site is important for improving the site's trust and acceptance. Usefulness, however, was not found to influence trust. Second, among the three belief constructs(ease of use, usefulness, and trust), trust was empirically supported as the most important determinants of user acceptance. This implies that users require trustworthiness from an Internet shopping site to be repeat visitors of an ISM. Providing a sense of safety and eliminating the anxiety of online shoppers in relation to privacy, security, delivery, and product returns are critically important conditions for acquiring repeat visitors. Hence, in addition to usefulness and ease of use as in TAM, trust should be a fundamental determinants of user acceptance in the context of internet shopping. Third, the user's ability on using an Internet shopping site played a moderating role. For users with low ability, ease of use was found to be a more important factors in deciding to reuse the shopping mall, whereas usefulness and trust had more effects on users with high ability. Applying the EML theory to these findings, we can suggest that experienced and knowledgeable ISM users tend to elaborate on such usefulness aspects as efficient and effective shopping performance and trust factors as ability, benevolence, integrity, and predictability of a shopping site before they become repeat visitors of the site. In contrast, novice users tend to rely on the low elaborating features, such as the perceived ease of use. The existence of moderating effects suggests the fact that different individuals evaluate an ISM from different perspectives. The expert users are more interested in the outcome of the visit(usefulness) and trustworthiness(trust) than those novice visitors. The latter evaluate the ISM in a more superficial manner focusing on the novelty of the site and on other instrumental beliefs(ease of use). This is consistent with the insights proposed by the Heuristic-Systematic model. According to the Heuristic-Systematic model. a users act on the principle of minimum effort. Thus, the user considers an ISM heuristically, focusing on those aspects that are easy to process and evaluate(ease of use). When the user has sufficient experience and skills, the user will change to systematic processing, where they will evaluate more complex aspects of the site(its usefulness and trustworthiness). This implies that an ISM has to provide a minimum level of ease of use to make it possible for a user to evaluate its usefulness and trustworthiness. Ease of use is a necessary but not sufficient condition for the acceptance and use of an ISM. Overall, the empirical results generally support the proposed model and identify the moderating effect of the effects of user ability. More detailed interpretations and implications of the findings are discussed. The limitations of this study are also discussed to provide directions for future research.

• 한국문헌정보학회지
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• 제25권
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• pp.343-388
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• 1993

The ability of any organization to innovate itself in a rapid change of environment means the existence of the organization. Innovative activity is achieved in different ways according to the objectives of organization. the characteristics of external environmental factors. and various attributes in organization. In the present study. all the existing approaches to the innovative nature of organization were synthetically compared to each other and evaluated: then. for a more rational approach. a research model was built and suggested by establishing the inclusive variables of the innovative nature of library organization and categorizing the types of such nature. Additionally. an empirical. analytical study on such a model was done. That is. paying regard to the fact that innovation has basically a close relation with the circumstantial factors of organization. synthetic, circumstantial relations were clarified. considering the external environmental factors and internal characteristics of organization. In the study. the innovation of library organization was seen in two parts i.e .. the feasible degree of technical innovation and the feasible degree of administrative innovation. Regarding the types of innovative implementation. according to the feasible degree of innovation, four types such as a stationary type. technic-oriented type, organization-oriented type. and technical-socio systematic type were classified. There were nine independent variables-i.e., the scale of organization. available resources of the organization, formalization, differentiation, specialization. decentralization, recognizant degree of the technical attribute. degree of response to the change of technical environment, and professional activities. There were three subordinate variables - i.e., technical innovation, administrative innovation. and the performance of organization. Through establishment of such variables, the factors which might influence the innovation of library organization were understood, and with the types of the innovative implementation of library organization being classified according to the feasible degree of innovation. the characteristics of library organization were reviewed in the light of each type. Also. the performance of library organization according to the types of the innovative implementation of library organization was analyzed. and the relations between the types of innovative implementation according to circumstantial variables and the performance of library organization were clarified. In order to clarify the adequacy of the research model in the methodology of empirical study, data were collected from 72 university libraries and 38 special libraries. and for a hypothetical test of the research model. an analysis of correlations, a stepwise regression analysis. and One Way ANOVA were utilized. The following are the major results or findings from the study 1) It appeared there is a trend that the bigger the scale of organization and available resources are, the more active the professional activity of the managerial class is, and the higher the recognizant degree of technical environment (recognizant degree of technical attributes and the degree of response t9 the change of technical environment) is, the higher the feasible degree of innovation becomes. 2) It appeared that among the variables influencing the feasible degree of technical innovation, the order from the variable influencing most was first, the recognizant degree of technical innovation: second, the available resources of organization: and third, professional activity. Regarding the variables influencing the feasible degree of administrative innovation from the most influential variable, it appeared they were the available resources of organization, the differentiation of organization. and the degree of response to the change of technical environment. 3) It appeared that the higher the educational level of the managerial class is, the more active the professional activity becomes. It seemed there is a trend that the group of library managers whose experience as a librarian was at the middle level(three years to six years of experience) was more active in research activity than the group of library managers whose experience as a librarian was at a higher level(more than ten years). Also, it appeared there is a trend that the lower the age of library managers is, the higher the recognizant degree of technical attributes becomes. and the group of library managers whose experience as a librarian was at the middle level (three years to six years of experience) recognized more affirmatively the technical aspect than the group of library managers whose experience as a librarian was at a higher level(more than 10 years). Also, it appeared that, when the activity of the professional association and research activity are active, the recognizant degree of technology becomes higher, and as a result. it influences the innovative nature of organization(the feasible degree of technical innovation and the feasible degree of administrative innovation). 4) As a result of the comparison and analysis of the characteristics of library organization according to the types of innovative implementation of library organization. it was indicated there is a trend that the larger the available resources of library organization, the higher the organic nature of organization such as differentiation. decentralization, etc., and the higher the level of the operation of system development, the more the type of the innovative implementation of library organization becomes the technical-socio systematic type which is higher both in the practical degrees of technical innovation and administrative innovation. 5) As a result of the comparison and analysis of the relations between the types of innovative implementation and the performance of organization, it appeared that the order from the highest performance of organization is the technical-socio systematic type, then the technic-oriented type, the organization­oriented type, and finally the stationary type which is lowest in such performance. That is, it demonstrated that, since the performance of library organization is highest in the library of the technical-socio systematic type while it is lowest in the library whose practical degrees in both technical innovation and administrative innovation are low, the performance of library organization differs significantly according to the types of innovative implementation of library organization. The present study has extracted the factors influencing innovation, classified systematically the types of innovative implementation, and inferred the synthetical, circumstantial correlations between the types and the performance of organization, and empirically inspected those factors. However, due to the present study's restrictive matters and the limit of the research design, results from the study should be more prudently interpreted. Also, the present study, as an investigative study of the types of innovative implementation, with few preceding studies, requires more complete hypothetical inference based on the results of the present study. In other words, if more systematical studies are given to understanding the relations, it will devote the suggestion and demonstration of a more useful theory.

• 한국잡초학회지
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• 제17권4호
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• pp.362-367
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• 1997

벼 무경운(無耕耘) 건답직파재배시(乾畓直播栽培時) 둑새풀 방제적기(防除適期) 구명(究明)하기 위해 '96년(年) 3월(月) 15일(日)부터 5월(月) 15일(日)까지 15일(日) 간격(間隔)으로 5회(回) 비선택성(非選擇性) 제초제(除草劑)인 Paraquat dichloridc를 ha당(當) 3000ml를 살포(撒布)하여 시험(試驗)한 결과(結果)를 요약(要約)하면 다음과 같다. 1. 둑새풀 방제시(防除時) 둑새풀 발생량(發生量)은 42-237g/$m^2$으로 둑새풀 방제시기(防除時期)가 늦을수록 점차(漸次) 증가(增加)하였다. 2. 파종시(播種時) $m^2$ 당(當) 둑새풀 발생량(發生量)은 3월(月) 15일(日) 및 3월(月) 20일(日) 방제구(防除區)는 각각(各各) 68.3g, 26.3g,이었고 4월(月) 15일(日) 이후(以後)는 0.62g으로 둑새풀 방제가(防除價) 98% 이상(以上) 이었다. 3. 파종후(播種後) 30일(日) 둑새풀 발생량(發生量)은 3월(月) 15일(日) 방제구(防除區)는 35.4g/$m^2$으로 둑새풀 방제가(防除價)가 69.2% 이었으나 3월(月) 30일(日) 이후(以後) 방제구(防除區)는 둑새풀 발생량(發生量)이 0.4-8.2g/$m^2$으로 방제가(防除價)는 92.9% 이상(以上)으로 높았다. 4. 출아기(出芽期) 둑새풀 무방제구(無防除區)는 6월(月) 7일(日) 이었으나 3월(月) 15일(日) 방제구(防除區)는 6월(月) 6일(日), 3월(月) 30일(日) 방제구(防除區)는 출아기(出芽期)는 다같이 6월(月) 4일(日)로서 둑새풀 무방제구(無防除區) 대비(對比) 방제구(防除區)는 출아기(出芽期)가 1-3일(日)이 빨랐다. 5. $m^2$당(當) 입모수(立毛數)는 93-110개(個) 이었는데 4월(月) 30일(日) 및 5월(月) 15일(日) 둑새풀 방제구(防除區)는 93-95개(個)로 입모수(立毛數)가 11-17개(個)/$m^2$가 적었다. 6. 둑새풀 부숙장해(腐熟障害)는 4월(月) 30일(日) 및 5월(月) 15일(日) 방제구(防除區)에서 3-4정도(程度) 발생(發生)하였고, 오갈병은 둑새풀 무방제구(無防除區) 및 3월(月) 15일(日) 방제구(防除區)에서 1-2정도(程度) 발생(發生)하였다. 7. 출수기(出穗期)는 둑새풀 무방제구(無防除區)(8월(月) 18일(日))에 비해 3월(月) 15일(日) 방제구(防除區)는 같았으나 3월(月) 30일(日) 이후(以後) 방제구(防除區)는 1일(日)이 빨랐다. 8. 수량구성요소(收量構成要素)는 대체로 등숙비율(登熟比率), 천립중(千粒重), 수당입수(穗當粒數)는 치리간(處理間)에 별차이가 없었으나 수수(穗數)는 4월(月) 15일(日) 방제구(防除區)에서 가장 많았고 이 시기(時期)를 기준(基準)으로 방제시기(防除時期)가 빠르거나 늦어질수록 약간씩 적었다. 9. 쌀 수량(收量)은 둑새풀 무방제구(無防除區) 4.40ton/ha에 비하여 둑새풀 방제구(防除區)는 4.52-4.79ton/ha으로 무방제구(無防除區) 대비(對比) 3-9% 증수(增收) 되었고 둑새풀 방제구간(防除區間)에는 4월(月) 15일(日) 둑새풀 방제구(防除區)에서 가장 높았다.

• 지능정보연구
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• 제19권3호
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• pp.93-111
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• 2013

최근 독감 예측이나 부동산가격 예측 등 다양한 분야에서 웹검색 트래픽이나 소셜 네트워크 등의 방대한 고객 데이터를 통해 사회 현상, 소비 트렌드 등을 분석하고자 하는 시도가 증가하고 있다. 최근 구글이나 네이버 등의 인터넷 포털서비스 업체들은 온라인 사용자들의 웹검색 트래픽 정보를 구글 트렌드, 네이버 트렌드 등의 서비스로 공개하고 있는데, 이들이 제공하는 웹검색 트래픽 정보를 기반으로 온라인 사용자들의 정보 검색 행태에 대한 연구들이 학계 업계 등에서 주목받고 있다. 웹검색 정보를 기반으로 사회 현상이나, 소비 동향, 정치 투표 결과 등을 예측해 볼 수 있음을 실증하고 있는 분야는 많은 연구가 수행되고 있지만, 웹검색 트래픽 정보를 이용하여, 소비자의 제품에 대한 중요한 속성 도출 및 소비자의 기대 변화 관측 등의 온라인 사용자 행태에 초점을 맞추어 연구되고 있는 분야는 상대적으로 많은 연구가 수행되고 있지는 않다. 따라서, 본 연구에서는 구글이나 네이버가 제공하는 소비자의 웹검색 트래픽을 활용해서 소비자가 생각하는 제품 포지션을 가시화할 수 있는 방법을 제안한다. 브랜드 간의 관계를 확인하기 위해, 동시 검색 트래픽 정보를 활용하여 네트워크 모델링의 방법을 사용한 시스템을 제안하고 있으며, 이를 통해 소비자들이 제품 간의 유사성을 어떻게 인지하고 형성하며, 새로운 혁신 제품 카테고리 내에서 제품 브랜드들이 소비자의 마음 속에서 어떻게 자리 잡고 있는지의 브랜드 포지셔닝을 확인할 수 있는 방법론을 제안하였다. 또한 이를 태블릿 PC의 사례를 통해서, 미시적인 관점에서 소비자의 마음속에 위치한 태블릿 PC 개별 브랜드들의 위치 및 관계를 보여주었다. 기업은 소비자의 제품에 대한 인식 및 중요 속성 도출을 위해 많은 비용과 시간을 소요하여 소비자 조사를 행하게 되는데, 본 연구의 방법론을 활용하여 소비자의 제품에 대한 인식, 제품간 유사도, 제품에 대한 중요 속성의 변화 등을 일반에게 공개된 검색 트래픽 정보를 활용하여 비교적 쉽고 추가적인 비용 없이 도출할 수 있을 것이다.