• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.5
• /
• pp.793-803
• /
• 2009

The purposes of this study were to investigate the factors CRM at department store and customer's perceived relational benefits and to analyze the effects of CRM on relational benefits and satisfaction. The data were collected from 760 people aged from 20 to 69 who were shopping in department stores. The data were analyzed with descriptive statistics, factorial analysis, multiple regression analysis, and Cronbach' ${\alpha}$, using the SPSS 12.0. The results were as follows. 1) CRM activities were classified into 5 factors: 'discount-related information', 'communication', 'management after purchase', 'service', and 'differentiate management'. 2) Perceived relational benefits were classified into 4 factors: 'informational benefit', 'psychological benefit', 'convenience benefit', and 'economic benefit'. 3) Perceived relational benefits were affected by 'communication', 'management after purchase', 'service', and 'discount-related information'. And 4) customer satisfaction was affected directly by 'psychological benefit', 'convenience benefit', 'service', and 'discount-related information'.

• Journal of the Korean Society of School Health
• /
• v.29 no.3
• /
• pp.123-131
• /
• 2016

Purpose: Human Papillomavirus(HPV) vaccination is the best prevention for cervical cancer. Therefore, this study was to examine the best predictors of HPV vaccination status in female nursing university students. Methods: Five hundred and forty junior and senior female nursing students from Seoul and provinces of Kyunggi, Chungcheong and Gyungsang completed paper and pencil questionnaires. Descriptive statistics, $x^2$ test, t-test, and multiple logistic regression with dummy variables were conducted using SAS 9.2. Results: Of the total students, 56.8% were vaccinated. As a result of the analysis of the bivariate relationships, family economic status, school type, perceived susceptibility, perceived benefit and perceived barriers (cost, time, distance from hospital and side effects) were significantly related to vaccination status. After controlling for the general characteristics and the HPV related knowledge score, higher family economic status (Adjusted Odds Ratio [AOR]: 3.78, 95% Confidence Interval [CI]: 1.21~11.76), private university (AOR: 1.69, 95% CI: 1.14~2.53), higher perceived benefit (AOR: 1.80, 95% CI: 1.47~2.20), lower perceived barrier (cost) (AOR: 0.86, 95% CI: 0.74~0.99), lower perceived barrier (time) (AOR: 0.71, 95% CI: 0.61~0.84), and lower perceived barrier (side effects) (AOR: 0.82, 95% CI: 0.72~0.94) were significantly related to HPV vaccination. Perceived benefit, perceived barrier (time) and perceived barrier (side effects) were the top 3 predictors of HPV vaccination status. Conclusion: This study suggests that vaccinated female nursing students were more likely to be from higher family economic status and private universities and have a higher perception of benefit and a lower perception of barriers (cost, time, and side effects). Thus, efforts to increase HPV vaccination rates of female nursing students should focus on improving their perception of benefit while lowering their perception of barriers, particularly cost, time and side effects.

• Journal of Information Technology Services
• /
• v.12 no.4
• /
• pp.59-75
• /
• 2013

As education environment is changing rapidly and competition of education industry is more intensive, the importance of service view about education is increasing as a differential competitive advantage. This study attempted to investigate the impact of service convenience as a different competitive advantage on e-learning acceptance by using TAM. The purpose of this study is to examine how five-dimensional service convenience constructs(decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience) affect consumers' perceived usefulness, attitude and usage intention. For this study, data were gathered from respondents who bought or used e-learning services and analyzed by structural equation model. Among the five-dimensional service convenience constructs, two constructs(benefit convenience, post-benefit convenience) affected consumers' positive perceived usefulness, attitude and usage intention about e-learning service. The results show that management and investment to improve benefit and post-benefit service convenience make consumers' positive attitude and usage intention about e-learning service.

• Asia Marketing Journal
• /
• v.11 no.3
• /
• pp.31-56
• /
• 2009

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tendency, trust orientation, and price consciousness are statistically significant. It was found that variety-seeking tendency has a significant negative effect on the perceived importance of confidence benefit, and that trust orientation has a significant positive effect on the perceived importance of both of confidence and social benefit. Finally it was also found that, on the contrary to the influence direction suggested in the hypothesis, price consciousness has a significant positive effect on the perceived importance of social benefit.

• Journal of the Korean Society of School Health
• /
• v.35 no.1
• /
• pp.22-30
• /
• 2022

Purpose: Based on the Health Belief Model, this study aimed to identify factors influencing on COVID-19 vaccination intention of mothers with elementary school children by examining the relationships between perceived susceptibility, perceived severity, perceived benefit, perceived barrier, cue to action, and perceived self-efficacy. Methods: Mothers with elementary school children were recruited from three elementary schools. An online survey was conducted of 130 mothers in November, 2021. Results: As a result, the factors influencing on vaccination intention were perceived self-efficacy (β=.33), perceived susceptibility (β=.18), perceived benefit (β=.16), and perceived barrier (β=-.17). Conclusion: Based on our findings, there is a need to develop a tailored nursing intervention that enhances perceived self-efficacy, perceived susceptibility and perceived benefit while decreasing perceived barrier in order to improve vaccination intention.

• The Journal of the Korea Contents Association
• /
• v.21 no.4
• /
• pp.193-204
• /
• 2021

Based on risk-benefit theory, this study examined a structural equation model accounting for the mechanisms through which affective perceptions of AI predicting individuals' support for the government's Ai policies. Four perceived characteristics of AI (i.e., usefulness, entertainment value, privacy concern, threat of human replacement) were investigated in relation to perceived benefits/risks, attitudes toward AI, and AI policy support, based on a nationwide sample of South Korea (N=352). The hypothesized model was well supported by the data: Perceived usefulness was a strong predictor of perceived benefit, which in turn predicted attitude and support. Perceived benefit and attitude played significant roles as mediators. Perceived entertainment value along with perceived usefulness and privacy concern predicted attitude, not perceived benefit. Neither attitude nor support was significantly associated with perceived risk which was predicted by privacy concern. Theoretical and practical implications of the results are discussed.

• Asia pacific journal of information systems
• /
• v.23 no.4
• /
• pp.53-84
• /
• 2013

With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.

• Culinary science and hospitality research
• /
• v.22 no.3
• /
• pp.183-197
• /
• 2016

This study was conducted to investigate the relationships among service quality, perceived benefit, perceived value and behavioral intention as perceived by franchise snack bars customers. The service quality of franchise snack bars' was tested in three sub-dimensions: environmental quality interaction quality, and outcome quality, which are based on Brady & Cronin's third-dimensional model. A total of 450 survey questionaires were distributed from March 9th to November 12th in 2015, of whi 411 questionnaires were deemed suitable for statistical analysis. SPSS 20.0 program was employed to conduct frequency analysis and reliability analysis, while AMOS 20.0 program was used to test the hypotheses. The results revealed that all three elements of service quality have a positive impact on perceived benefit. In particular, the outcome quality element had the greatest influence on perceived benefit. In sum, customers of a franchise snack bar considered outcome variables such as food taste, reasonable amount, and general quality of food as the most important factors to fulfill the benefit. This results suggest that Korean snack bar franchise companies need to consider improvements to outcome quality features, such as food quality. In addition, perceived benefit was a critical antecedent of perceived value, which was itself a significant predictor of behavioral intention. In conclusion, this study applied the means-end chain theory on franchise sank bar segmentation, as well as three dimension service quality model as developed by Brady and Cronin, and found results that will enable meaningful strategics for snack bar foodservice segmentation in pursuit of the development of efficient business plans, and that can be utilized as a theoretical data for future studies.

• The Journal of Korean Academic Society of Nursing Education
• /
• v.24 no.3
• /
• pp.205-213
• /
• 2018

Purpose: This study was performed to identify factors associated with human papillomavirus vaccination intention among unvaccinated nursing students. Methods: Two hundred-and-five female nursing students from three universities completed self-administered questionnaires including participants' characteristics, human papillomavirus-related knowledge, attitude toward human papillomavirus vaccination, and human papillomavirus-related health beliefs. Multivariate logistic regression analysis was used to determine significant independent predictors of human papillomavirus vaccination intention. Results: Of 205 participants, 134 (65.4%) reported an intention to obtain a vaccination against human papillomavirus. As a result of the analysis of the bivariate relationships, family history of cervix cancer, perceived needs, importance of prevention, perceived susceptibility, perceived benefit, and perceived barrier were significantly related to vaccination intention. A multivariate logistic regression model identified factors of human papillomavirus vaccination intention: higher importance of prevention (Adjusted Odds Ratio [AOR]: 4.20, 95% Confidence Interval [CI]: 1.73~10.19), higher perceived benefit (AOR: 6.94, 95% CI: 2.01~23.98), lower perceived barrier (AOR: 0.39, 95% CI: 0.20~0.73). Conclusion: The results of this study indicated significant factors influencing the intention to obtain human papillomavirus vaccination in unvaccinated nursing students. Also, the importance of prevention, perceived susceptibility, perceived benefit, and perceived barrier in obtaining human papillomavirus vaccination should be taken into account when developing educational programs.

• Journal of Families and Better Life
• /
• v.29 no.2
• /
• pp.23-37
• /
• 2011

This study examined the preference and the purchase intention of male and female from 20s through 405 to smart phones. This study verified the differences between the groups according to the socio-demographic factors, the usage pattern of mobile phone, and the perceived cost and the expected benefit. The analysis of the relative influence of those relevant factors was followed. The summaries of this study are as follows; First, the high level factors in purchasing smart phones were the perceived cost and the expected benefit pointed over 3.82. It means that they arc interested in smart phones highly, and if they can support to buy smart phones and situations can be permitted, they would like to buy them. Second, the differences between groups of the preference and the purchase intention were found according to the ages, the marital status and the education level. The results showed that those preference and the purchase intension were measured high at the group of the 20s-30s, the married, and the higher educational level of collage students. Third, expected benefit on smart phones was shown to be divided into two characterized factors through factor analysis. One was 'functional expected benefit' and the other was 'emotional expected benefit'. The functional and the emotional benefit on the using of smart phones were presented high level in group of over graduated students. Forth, the results of the stepwise multiple analysis, which was carried out to find out the influencing factors on the preference and the purchasing intension to smart phones, showed that the most effective factor was the functional expected benefit. The self-expressive propensity, and the education level were followed sequentially. The purchase intention was influenced by both of the functional and the emotional expected benefit. The result of this study shows that the level of the consumer's perceived cost(economic, psychological) and the expected benefit were measured high at the same time. That means that it is necessary to make the consumer information and communicating smoothly in order to lower the cost and enhance the benefit. In addition, This study has its meaning because it found out that functional expected benefit is a factor which has an influence on the Consumer Preference and Purchase Intention on Smart phone. If consumer's function requirements on smart phone are satisfied, it will be able to reduce the consumer problems and increase the consumer satisfaction. The result of this study would be applicable when Smart Phone is used as one of the auxiliary tools for smart consumption.