• Asia pacific journal of information systems
• /
• v.19 no.4
• /
• pp.101-124
• /
• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of Information Technology Applications and Management
• /
• v.26 no.2
• /
• pp.27-40
• /
• 2019

As reliance on information and communication becomes widespread, a variety of information dysfunctions such as hacking, viruses, and the infringement of personal information are also occurring. Korean adolescents are especially exposed to an environment in which they are experiencing information dysfunction. In addition, youth cybercrimes are steadily occurring. To prevent cybercrime and the damage caused by information dysfunction, information security practices are essential. Accordingly, the purpose of this study is to discuss the factors affecting the information security practices of Korean youths, considering information security education, perceived severity, and perceived vulnerability as leading factors of the theory of planned behavior. A questionnaire survey was administered to 118 middle and high school students. Results of the hypothesis test show that information security education affects perceived behavior control, and perceived severity affects attitude. Subjective norms, information security attitudes, and perceived behavioral control were found to influence adolescents' practices of information security. However, perceived vulnerabilities did not affect youths' information security attitudes. This study confirms that information security education can help youths to practice information security. In other words, information security education is important, and it is a necessary element in the information curriculum of contemporary youth. However, perceived vulnerability to youth information security threats did not affect information security attitudes. Consequently, we suggest that it is necessary to strengthen the contents of the information security education for Korean youths.

• The Journal of Information Systems
• /
• v.25 no.4
• /
• pp.87-104
• /
• 2016

Purpose As the smartphone market arrived at its saturation, from world leading information and communications technologies (ICT) businesses to startups, companies are competing to develop innovative wearable device products and suitable contents. Utility, technology, design, price, and various killer contents development targeting every customer's need should be considered for a success in the wearable device market. Design/methodology/approach Prior studies on innovation technology of ICT field have mainly focused on the innovation diffusion theory, expectation confirmation theory, and technology acceptance model, this study suggested the innovation resistance factors of adopting the smart wearable devices based on the innovation resistance model and theory of perceived risk. The model comprises the following two characteristics factors: 1) innovation characteristics which include perceived relative advantages, perceived compatability, perceived complexity, and perceived risk, 2) consumer characteristics which include attitudes towards innovation and existing products (i.e., mobile devices and analog watches). This study developed an extended innovation resistance model to explain the intention to acceptance of wearable devices consumers and collected 284 online survey responses from the non-consumers of the wearable devices. Findings The findings of this study suggest that perceived relative advantage, perceived compatibility, perceived complexity, perceived risk, attitudes towards innovation and attitudes towards existing analog watches affected the innovation resistance which has negative influence on the intention to adoption of wearable devices.

• The Journal of Information Systems
• /
• v.26 no.4
• /
• pp.39-62
• /
• 2017

Purpose The purpose of this study is to investigate the factors which affect users' fatigue and reluctant intention of using a SNS. In particular, this study focused on the fatigue of SNS users, as the recent excessive use of SNS has led to negative effects such as invasion of privacy, addition and social overload. fatigue This research will explain how producing adverse effects by using SNS caused psychological and mental depression. Previous researches explained that mental fatigue associated with SNS is not simple one and it is complicated with various psychological factors. Considering this fact, this study introduced a behavioral economics concept and a social comparison theory in the research model. Design/methodology/approach For research purposes, this study developed research hypotheses in order to empirically examine the factors that affect SNS users' fatigue and reluctant intention. The empirical research was based on a poll done through 800 research candidates in the SNS fields and the final 451 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 451 responses. Findings First of all, maintenance fatigue of SNS had a positive significant effect on coupling and fatigue of SNS and information privacy had a non-significant effect on fatigue. Second, coupling had a negative significant effect on rational inattention, however, perceived cost had a non-significant effect on rational inattention. Third, lateral/upward comparison had a positive significant on user's negative emotions. Meanwhile, user's negative emotions did not have a significant effect on rational inattention.

• Asia pacific journal of information systems
• /
• v.18 no.3
• /
• pp.45-65
• /
• 2008

The rapid growth of the Internet has increased the amount of transmission of personally identifiable information. At the same time, with new Internet related technologies, organizations are trying to collect and access more personal information than before, which in turn makes individuals concern more about their information privacy. For their successful businesses, organizations have tried to alleviate these concerns in two ways: (1) by offering privacy policies that promise certain level of privacy protection; (2) by offering benefits such as financial gains or convenience. In this paper, we interpret these actions in the context of the information processing theory of motivation. This paper follows Hann et al.(2007)'s methods to analyze Internet users privacy concerns in Korea and tries to compare the findings. Our research objectives are as follows: First, we analyze privacy concern mitigation strategies in the framework of the expectancy theory of motivation. Subsequently, we show how the expectancy theory based framework is linked o the conjoint analysis. We empirically validate the predictions that the means to mitigate privacy concerns are associated with positive valences resulting in an increase in motivational score. In order to accommodate real-life contexts, we investigate these means in trade-off situation, where an organization may only be able to offer partially complete privacy protection and/or promotions and/or convenience, While privacy protection (secondary use, improper access) are associated with positive valences, we also find that financial gains can significantly increase the individuals' motivational score of a website in Korea. One important implication of this empirical analysis is that organizations may possess means to actively manage the privacy concerns of Internet users. Our findings show that privacy policies are valued by users in Korea just as in the US or Singapore. Hence, organizations can capitalize on this, by stating their privacy policy more prominently. Also organizations would better think of strategies or means that may increase online users' willingness to provide personal information. Since financial incentives also significantly increase the individuals' motivational score of website participation, we can quantify the value of website privacy protection in terms of monetary gains. We find that Korean Internet users value the total privacy protection (protection against errors, improper access, and secondary use of personal information) as worthy as KW 25,550, which is about US 28. Having done this conjoint analysis, we next adopt cluster analysis methodology. We identify two distinct segments of Korea's internet users-privacy guardians and information sellers, and convenience seekers. The immediate implication of our study is that firms with online presence must differentiate their services to serve these distinct segments to best meet the needs of segments with differing trade-offs between money and privacy concerns. Information sellers are distinguished from privacy guardians by prior experience of information provision, To the extent that businesses cannot observe an individual's prior experience, they must use indirect methods to induce segmentation by self-selection as suggested in classic economics literature of price discrimination, Businesses could use monetary rewards to attract information sellers to provide personal information. One step forward from the societal trends that emphasize the need of legal protection of information privacy, our study wants to encourage organizations and related authorities to have the viewpoints to consider both importance of privacy protection and the necessity of information trade for the growth of e-commerce.

• Proceedings of the Korean Society of Surveying, Geodesy, Photogrammetry, and Cartography Conference
• /
• 2006.04a
• /
• pp.469-473
• /
• 2006

In general, a classification process between ground data and non-ground data, which include building objects, is required prior to producing a DEM for a certain surface reconstruction from LiDAR data in which the DEM can be produced from the ground data, and certain objects like buildings can be reconstructed using non-ground data. Thus, an exact classification between ground and non-ground data from LiDAR data is the most important factor in the ground reconstruction process using LiDAR data. In particular, building objects can be largely used as digital maps, orthophotos, and urban planning regarding the object in the ground and become an essential to providing three dimensional information for certain urban areas. In this study, an entropy theory, which has been used as a standard of disorder or uncertainty for data used in the information theory, is used to apply a more objective and generalized method in the recognition and segmentation of buildings from raw LiDAR data. In particular, a method that directly uses the raw LiDAR data, which is a type of point shape vector data, without any changes, to a type of normal lattices was proposed, and the existing algorithm that segments LiDAR data into ground and non-ground data as a binarization manner was improved. In addition, this study proposes a generalized building extraction method that excludes precedent information for buildings and topographies and subsidiary materials, which have different data sources.

• Management & Information Systems Review
• /
• v.23
• /
• pp.233-260
• /
• 2007

Now a day, Information and its related system has been more important in our competitive environment. In this situation, there is also an important thing that we must take into consideration, that's the employer's resistance. Until now we have little material concerning the issue, user's resistance. Owing to that, it's a little hard to study the user's resistance against the IS. Dealing with the resistance effectively helps companies save a great deal of cost and build the information system successfully. This paper takes the Markus's theories about user's resistance. According to the theories, there are three keys theories affecting resistance. To sum this, people-oriented theory, system-oriented theory and Interaction theory. To complement the theories, this paper includes another theories related with resistance and takes total seven factors causing user's resistance. Among these seven factors, four factors have a meaningful effect on the user's resistance, that is, Self-efficacy, System Complexity, Threat of the one's status and politics and System Staff's service quality. Managers and system-related company should keep it in mind very carefully, and I hope they make the best use of the result of this study.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2013.10a
• /
• pp.569-572
• /
• 2013

Using flow theory as our foundation, we empirically tested the impact of three personality traits on the level of flow state experience and three user-generated content (UGC) usage types. Findings indicate that extroversion is positively related to the use of UGCs for entertainment, and negatively related to the use of UGCs for communication and information; neuroticism is positively related to the use of UGCs for entertainment and communication; and psychoticism is negatively related to the use of UGCs for information. In addition, only extroversion has an influence on flow, which is positive, and flow has a positive influence on UGC usage for entertainment and communication. This study extends flow theory by exploring antecedents and outcomes of the flow state experience.

• Journal of the Korean Society for information Management
• /
• v.10 no.2
• /
• pp.23-41
• /
• 1993

L~brary and ~nformat~on sclence has been critic~zed for its dearth of conceptually framed, creative research which has been narrowly faused, fragmented. and desgned to solve s~tuational problems. Durmg recent years. a crit~cal concern of scholars in the l~brary and information proiessions has been a need for creative research. Research is the critical element for developing a theoret~cal base in wh~ch to enhance prxtlce of the profess~on and to gu~de ~ t s future development. The purpose of thls paper are to ( 1 1 delineate various levels of theory with implications for research methods. and (2) analyze research methods and contents of prevlous research publ~shtd In Korea durmg last two decades. and ( 3 ) purpose several d~rections toward theory building in vlew of both theoretical and operat~onal aspects.

• Journal of the Korean Data and Information Science Society
• /
• v.22 no.4
• /
• pp.727-733
• /
• 2011

To understand the stock market structure it is very important to extract meaningful information by analyzing the correlation matrix between stock returns. Recently there has been many studies on the correlation matrix using the Random Matrix Theory. In this paper we adopt this random matrix methodology to a single-factor model and we obtain meaningful information on the correlation matrix. In particular we observe the analysis of the correlation matrix using the single-factor model explains the real market data and as a result we confirm the usefulness of the single-factor model.