• Asia pacific journal of information systems
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• 제19권1호
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• 수면정신생리
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• 제12권2호
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• pp.122-132
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• 2005

배 경：본 연구에서는 청년기 기면병 환자의 인지기능 변화를 평가하고자 하였다. 청년기 기면병 환자의 인지기능과 수면 증상과의 관계도 관찰하였다. 방 법：17세 이상 35세 이하의 기면병 환자 18명과 정상대조군 18명을 모집하여 연구를 시행하였다. 탈력발작이 있고, HLA $DQB_1$ *0602 양성인 경우만을 기면병 대상군으로 하였다. 기면병 대상군과 정상대조군에게 13종의 신경심리검사(Wisconsin 카드분류, Trail making, Stroop, Ruff, 청각순차합산, 바꿔쓰기, 숫자 외우기, 공간 외우기, Rey 기억력, California 언어학습, 통제단어연상, Boston 이름대기, 굽은 막대 검사)를 시행하여 양군을 비교하였다. 그리고, 기면병 대상군의 신경심리검사 결과와 Epworth 졸음증 척도, Ullanlinna 기면병 척도, 야간수면다원검사 및 입면 잠복시간 반복검사 결과 사이의 상관관계를 분석하였다. 결 과：기면병 대상군은 정상 대조군에 비해 2.0초 간격과 2.4초 간격의 청각순차합산, 바꿔쓰기, 공간 외우기 정방향 검사에서 수행능력이 저조하였다(t=3.86, p<0.001；t=-2.47, p=0.02；t=-3.95, p<0.001；t=-2.22, p=0.03). 다른 신경심리검사에서는 양 군간에 유의한 차이가 없었다. 기면병 대상군에서 저하된 신경심리검사 결과는 Epworth 졸음증 척도나 Ullanlinna 기면병 척도와 유의한 상관관계가 없었으며, 야간수면다원검사나 입면잠복시간 반복검사와도 유의한 상관관계가 없었다. 결 론：본 연구에서 기면병 환자군의 주의력이 저하되어 있음을 관찰하였다. 그러나 주의력 저하는 주간 졸음증과 유의한 상관을 보이지 않았다. 따라서 기면병 환자의 주의력 저하는 주간 졸음증의 개선만으로 호전시킬 수 없다는 점을 시사한다.

• 산학경영연구
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• 제13권
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• pp.49-66
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• 2000

우리나라 대중교통수단과 관련하여 이용자 입장에서의 만족도 연구가 매우 중요함에도 불구하고, 지금까지 이러한 연구가 체계적으로 조사 분석되고있지 않았다는 점에서 '지하철 이용만족도' 연구의 필요성은 매우 높다고 본다. 본 연구에서는, 이러한 연구의 출발이라 할 수 없는 "지하철 이용만족도 결정요인에 관한 실태조사와 분석"을 통해, 지하철 이용도를 높이고 궁극적으로는 지하철 교통정책의 공익성 제고에 이바지함을 목적으로 하고 있다. 이를 위해, 첫째, 지하철 이용만족도의 결정요인에 대한 여러 변수들(items)을 체계화시키고자 한다. 둘째, 지하철 이용승객의 경험을 바탕으로 한, 지하철 이용만족도의 결정요인들의 중요도(weight)에 대한 체계적인 조사를 하고자 한다. 이러한 변인들의 지하철 이용만족도에 대한 구조 파악은 대중교통 이용자의 지하철 이용 경험에 대한 심층적인 이해를 가능하게 할 수 있기 때문이다. 본 연구의 분석결과, 지하철 이용 승객의 이용만족도는 지하철 이용만족도 결정요인들이 복합적으로 상호 관련하여 형성되는 것임을 보여주고 있다. 즉, 지하철 이용 승객들은 수동적으로 지하철을 단순히 수용하여 이용하는 것이 아니고 물리적 서비스, 인적 서비스, 정시성, 접근성 등의 요인들을 상관적으로 활용하여 지하철 이용만족도를 형성하고 있었다. 또한, 지하철 이용만족도을 결정하는 요인들의 중요도를 밝혀주는 다중회귀분석 결과, 접근성 물리적 서비스 인적 서비스 정시성의 순으로 지하철 이용만족도 형성에 기여하는 것으로 나타났다. 본 연구에 따르면, 이용승객은 교통수단을 단순히 수용하는 것이 아니라 자신들의 지하철 이용만족도 결정요인들을 다양하게 활용하여 지하철 이용의 결과를 형성해 가고 있었다. 이런점에서 이 연구는 지하철의 이용만족도에 대한 이해를 위해서 이용승객의 지하철 이용 경험에 대한 분석과 이해가 필수적임을 일러준 데에 그 의의가 있다고 하겠다.도상의 이온층의 전지구적 특성 조사에 이용된다.이에 따라서 포낭양성자 중 환자가 많지 않은 사실을 설명할 수 있을 것이다. 이질아베바 조항원을 이용한 면역이적법은 증상이 없는 아메바 포낭배출자 중 치료를 꼭 필요로 하는 사람을 찾아내는 방법으로 유용함을 확인하였다., 민물어류의 피낭유충의 검사시 적절하다고 여겨지는 하나의 표준화방법을 제안하였다. 창상을 저수준레이저로 조사시 치유가 촉진되었다. 중앙 조사법고 주변조사법에 의한 창상치유효과는 통계적인 의의가 보이지 않았다. 따라서 결론적으로 S. aureus 에 감염된 창상에 직접 또는 간접적이든 pulse의 종류에 관계없이 조사하는 경우 치유효과가 나타나는 것은 정사주위 조직의 LLLI 자극효과가 염증의 확산을 억제한다고 말할수 있다.4/1$0^{\circ}C$에서는 Shoa-Nan-Tsan과 Lenkwang이 가장 높았으며 백앙벼는 3 온도 조건 모두에서 활성이 낮았다. 발아소요일수와 amylase 활성과는 유의적인 정의 상관관계를 보였다., 다다조, 미국의 건답직파재배 품종 등이었으며 우리 나라 육성종들은 모두 지중에서 신장이 멈추어 제1본엽이 지중에서 추출하였으며, Scm파종심에서 불완전엽이 지면을 뚫고 나오는 품종은 Chinsura Boro뿐이었고 Nato, Labelle, Weld Pally, Italliconaverneco 등도 지면 가까이 까지 신장하였다. 6. 50% 출아일수는 제2절간장을 제외 한 모든 유아 형질의 신장도와 유의한 부의 상관을 보였는데 가장 높은 상관을 보인 것은 중배축장＋제1절간장＋불완전옆장이었으며, 다음이 불완전엽장이 었다. 7. 출아율은 중배축장+제1절간장＋불완전엽장, 중배축장＋초엽 장과 모든 파종심에서 높은 정의 상관을 보여 제1본엽의 추출 위치가 높을수록 출아에 유리하였다, 유아 형질별로 보면 3cm와 5cm 파종심 의 관개구에서는 불완전엽장과의 상관이

• 마케팅과학연구
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• 제19권1호
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• pp.23-35
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• 2009

A hypermarket as the one of the most globally standardized retailing format is also the type of store among various types of stores that the most active in expanding into other foreign markets. Recently, as several Korean retailing companies start to penetrate into Chinese market they differentiate themselves with modern facilities and customers service oriented high-end concept. China and Korea as Far East Asian countries share many common values, however precise and careful analysis should be carried out since there may also be critical differences in socio-economic aspects as well as in consumption patterns due to the level of development stages of retail industry among two countries. Even though precise and careful study is crucial on Chinese retailing market and consumers, none of researches and studies on 'how the quality of service dimensional structure is different between Korea and China', and 'what will be the most important and influential service dimensional factors for Chinese consuers compared to the hypermarkets customers in Korea' in order to improve the level of Chinese consumers satisfaction' have been fulfilled At this point of view, this study uses KD-SQS (Rho Eun Jung & Sir Yong Gu, 2008) which is a measure of Korean hypermarkets service quality to set up a hypothesis on Korean and Chinese consumers, and an empirical analysis is conducted. We try to get the answers about how the comparative importance of Service quality dimensions which decides the level of customer satisfaction is different depending on the cultural dimensions and socio-economic factors among two countries, Korea and China. Based upon the results, we try to give a valuable suggestion of what service dimensional factors should be reinforced to improve the level of CS in Chinese retailing market. Hypotheses for this study are as follows : H1. Each dimension of Service Quality significantly affects the level of CS H2. The effect of 'Basic Benefit' in service quality dimensions on the level of CS is greater in China than in Korea H3. The effect of 'Promotion' in service quality dimensions on the level of CS is greater in China than in Korea H4. The effect of 'Physical Aspects'in service quality dimensions on the level of CS is greater in Korea than in China. H5. The effect of 'Personal Interaction' in service quality dimensions on the level of CS is greater in China than in Korea H6. The effect of 'Policy' in service quality dimensions on the level of CS will be greater in Korean than in China H7. The effect of additional convenience in service quality dimensions on the level of CS will be greater in Korean than in China. More than 1,100 data were collected directly from the surveys of Chinese and Korean consumers in order to verify the hypotheses above. In Korea, stores which have floor space of over $9,000m^2$and opened later than year 2000 were selected for the samples, and thus Gayang, Wolgye, Sangbong, Eunpyeong, Suh-Suwon, Gojan stores and their customers were surveyed. In China, notable differences in the income levels and consumer behaviors between cities and regions were considered, and thus the research area was limited to the stores only in Shanghai. 6 stores which have the size of over $6,000m^2$ and opened later than 2000, such as Ruihong, Intu, Mudanjang, Sanrin, Raosimon, and Ranchao stores were selected for the survey. SPSS 12.0 and AMOS 7.0 were used as statistical tools, and exploratory factor analysis, confirmatory factor analysis, and multi-group analysis were conducted. In order to carry out a multi group analysis that decides whether the structure variables which shows the different effects of 6 service dimensions in Korean and Chinese groups is statistically valid, configural invariance, metric invariance, and structural invariance are tested in order. At the results of the tests, 3 out of 7 hypotheses were supported and other 4 hypotheses were denied. According to the study, 4 dimensions (Basic Benefit, Physical Environment, Policy, and additional convenience) were positively correlated with CS in Korea, and 3 dimensions (i.e. basic benefit, policy, additional convenience) were significant in China. However, the significance of the service-dimensions was turned out to be partially different in Korea and China. The Basic Benefit is more influential in deciding the level of CS in china than Korea, however Physical Aspect is more important factor in Korea. 'Policy dimension' did not make significant difference between two countries. In the 'additional convenience dimension', the differences in 'socio-economic factors' than in'cultural background' were considered as more important in Chinese consumers than Korean. Overall, the improvement of Service quality will be crucial factors to increase the level of CS in Chinese market same as Korean market. In addition, more emphases need to be placed on the service qualities of 'Basic Benefit' and 'additional convenience' dimensions in China. In particular, 'low price' and 'product diversity' that constitute 'Basic Benefit' are proved to be comparatively disadvantageous and weak points of Korean companies compared to global players, and thus the prompt strengthening those dimensions would be urgent for Korean retailers. Moreover, additional conveniences such as various tenants and complex service and entertaining area will be more important in China than in Korea. Besides, Applying advanced Korean Hypermaret`s customer policy to Chinese consumers will help to get higher reliability and to differentiate themselves to other competitors. However, as personal interaction, physical aspect, promotions were proved as not significant for the level of CS in China, Korean companies need to reconsider the priority order of resource allocations when they tap into Chinese market.

• 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.