• Journal of Digital Convergence
• /
• v.14 no.6
• /
• pp.177-186
• /
• 2016

This study aims to explore the effect of characteristics of eWOM(Word-of-mouth) on consumer attitude in SNS(Social Network Service). The characteristics of WOM were classified into characteristics of message (polarity, verifiability, consensus) and characteristics of SNS (social presence, interaction). Data of 554 samples were collected from the university students of SNS users. The key results showed that the polarity of the WOM has a strong positive effect on consumer's attitude, and the degree of verifiability and consensus has a moderating effect on the polarity-attitude relationship. On the contrary, characteristics of SNS such as social presence and interaction have a direct effect on consumer attitude and have no significant moderating effect on the polarity-attitude relationship. This study provides an academic enhancement in the research of the relationship between the characteristics of WOM and consumer's attitude in the SNS environment. Practical implications are also drawn from these findings.

• The Journal of the Korea Contents Association
• /
• v.12 no.11
• /
• pp.358-367
• /
• 2012

Recently, The development of information and communication technologies is having a very strong effect on the agri-food industry. Especially, agri-food content utilizing social network services such as Facebook and Twitter led to direct communication with consumers stirred into a new distribution channel. The purpose of this paper is to provide way to successful utilization of agri-food contents and improvement of purchase intention. The results of analyzing the relation between the three characteristics of SNS-social presence, conversation and interaction frequency-, consumer satisfaction and purchase intention are summarized as follows. First, characteristics of SNS of social presence and conversation have a positive effect on consumer satisfaction. Second, the interaction frequency does not have positive effect on consumer satisfaction. Finally, the consumer satisfaction has a positive effect on purchase intention.

• The Journal of Information Systems
• /
• v.31 no.4
• /
• pp.75-100
• /
• 2022

Purpose Recently, hyper-realistic virtual influencers have received much attention in the field of corporate marketing. However, there is a lack of research that suggests specific processes affecting behavioral intentions through trust and attachment between virtual influencers and consumers. In addition, previous studies have failed to consider the characteristics of hyper-realistic virtual influencers. Therefore, this study investigates the effects of trust and attachment to hyper-realistic virtual influencers on consumers' behavioral intentions based on the trust-building model. Design/methodology/approach Based on the previous research, seven antecedent factors for trust-building were derived: Reality, Attractiveness, Awareness, Interactivity, Professionalism, Social Presence, and Predictability. Next, the survey was conducted on Chinese people who had experienced interacting with hyper-realistic virtual influencers on social network services within the last 3 months at the time of data collection. A total of 326 respondents were used for the final analysis and hypotheses were tested using a structural equation model technique. Findings The results of this study are as follows. First, this study confirmed that reality, attractiveness, awareness, social presence, and predictability as antecedent factors for trust-building of hyper-realistic virtual influencers have a positive effect on trust. Second, this study confirmed that trust in hyper-realistic virtual influencers has a significant positive effect on attachment. Lastly, this study confirmed that trust and attachment to the hyper-realistic virtual influencer significantly and positively affect relationship retention and purchase intentions.

• Journal of Information Technology Services
• /
• v.22 no.2
• /
• pp.41-56
• /
• 2023

Metaverse is a three-dimensional virtual space where virtual and reality interact and co-evolutionize, and social, cultural, and economic activities are carried out in it to create value. Among the types of metaverse, the virtual world metaverse is expected to bring innovation beyond time and space in all areas of industry and society following the Internet. This study empirically analyzed factors affecting consumer's intention to use the virtual world metaverse by an innovation diffusion perspective. It was analyzed as an expanded technology acceptance model by setting relative advantages, ease of use, and visibility among the attributes of the innovation diffusion, and social presence, telepresence, and interactivity among the characteristics of the virtual worlds as factors. The proposed research model and hypothesis were verified through a PLS structural equation analysis based on a survey of 216 people. Studies have shown that relative advantage, telepresence, and interactivity have a significant effect on perceived usefulness and perceived enjoyment, but visibility does not have a significant effect on perceived usefulness and perceived enjoyment. It was found that ease of use had a positive effect on perceived enjoyment, social presence had a positive effect on perceived usefulness, and perceived usefulness and perceived enjoyment had a positive effect on the intention to use, respectively. This study is meaningful in that it empirically analyzed the factors affecting the intention to use the virtual world metaverse by dividing the psychological characteristics that induce consumer behavior into perceived usefulness which is an extrinsic motivation and perceived enjoyment which is an intrinsic motivation.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.8 no.12
• /
• pp.817-826
• /
• 2018

As malicious comments are emerging as social problems, the solution is needed. Many studies have been conducted in various perspectives to understand and prevent malicious comments. In the previous researches, the neutralization of malicious comments has attracted attention as an important factor explaining the malicious comments, but the difference of the degree of neutralization according to the gender has not been rarely considered. In addition, although there are many environmental characteristics that are different from reality in online, research with malicious comments is insufficient. Based on these facts, this study examined moderating effects of gender on relationship between malicious comments and neutralization, and demonstrated the effects of online environmental factors (anonymity, lack of social presence) on malicious comments. As a result of the study, we discovered that the influence of online environmental factors was not found, but neutralization of malicious comments had strong direct influence on malicious comments and moderating effect of gender difference. Based on the results of this study, we discuss academic and practical implications and suggest limitations of research and future research directions.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.7
• /
• pp.3263-3274
• /
• 2013

This study purposed to examine the relationship between personal goals and perceptions of calling. For the purpose, this study conducted a questionnaire survey of 371 workers(finance, educational service, IT service sector) in Metropolitan area. Data were analyzed by t-test, Pearson's correlation, correlation analysis. The results were as follows. The individuality of personal goals and presence-transcendent summons and purpose & meaning, prosocial orientation of perceptions of calling were significantly different according to school career and the social responsibility, resource provision of personal goals and all sub-factors concerning perceptions of calling according to religion existence. Also, the individuality of personal goals and all sub-factors concerning perceptions of calling were significantly different according to organization type and according to their job, the presence-transcendent summons and purpose & meaning, prosocial orientation of perceptions of calling were significantly different. According to groups which have high or low integrative social relationship goals, perceptions of calling were significantly different. There was a correlation between the integrative social relationship goals and the perceptions of calling. Therefore, in order to encourage workers' perceptions of calling, the importance of integrative social relationship goals were verified. And it is necessary to have supporting systems to let workers design their life goals through their job in their organization.

• Korean Journal of Cognitive Science
• /
• v.17 no.4
• /
• pp.357-373
• /
• 2006

Virtual reality (VR) provides a virtual experiment (VE) context consisting of information presented to the senses of the user. The user perceiver and interprets the VE context, and then naturally recognizes a level of realism in the VE. Presence is often thought of as the sense of 'being there' in the n. Presence includes overall feelings about the information conveyed from a virtual avatar to the user. Therefore, there must be brain mechanisms for integrating sensory information about presence.'Feeling of presence' is related with the user's cognition and perception about information on communication through medium. Thus 'feeling of presence' may characterize perceptual mechanisms in the brain. We studied these mechanisms by presenting a VR that consisted of an avatar telling a story about a social conversation. We performed covariance analysis on subjective brain activity (fMRI) during the story presentation with a presence score. The data analysis revealed that activity in several brain areas was correlated with the presence store. A positive correlation was shown in the right lingual gyrus, right cuneus, left lingual gyrus, right fusiform gyrus, left inferior temporal gyrus, anterior cingulate cortex and right posterior cingulate cortex of the brain. This study showed the brain mechanism to be related the feeling of presence and brain activities in our subjects, using VR to communicate information.

• Korean Journal of Social Welfare
• /
• v.62 no.2
• /
• pp.257-278
• /
• 2010

This study examined the factors affecting the preference for the elderly's mental health services utilization in rural areas. A behavior model developed by Andersen and Newman provided an analytical framework to determine the factors affecting service utilization preferences among 335 elderly people as research subjects. The authors found that the preferences for mental health service utilization were significantly related to the level of education, living alone, presence of grandchildren, participation in social activities, and recognition about the services. Based on the findings, this study suggests that more mental health services for the elderly in rural areas be further developed and strengthened. Also, the elderly who lives alone and lives with grandchildren should have a priority in policy consideration. Multiple approaches are suggested to increase the awareness of mental health services and participation social activities for those older people.

• The Journal of the Korea Contents Association
• /
• v.15 no.9
• /
• pp.157-166
• /
• 2015

The aim of this study is to understand the effects of a social capital discovery program on career identity and empowerment in adolescents under probation. As a result, it was discovered that the social capital discovery program had statistically significant differences in stability, goal orientation, distinctiveness and self-presence consciousness in the sub-area of career identity in adolescents under probation while there was no significant difference in the area of self-assertion. The social capital discovery program had statistically significant differences in internal and personal relationships among the sub-area of empowerment of the subjects while there were no significant differences in political-social areas. These results suggest that the social capital discovery program had significant effects on career identity and empowerment in adolescents under probation. In order to improve the career identity and empowerment in adolescents under probation, further studies on the social capital discovery program are needed and care should be paid to its usability.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.11
• /
• pp.8012-8020
• /
• 2015

This study is to comprehensively analyze the social participation of elderly and verify the mediating effect of ego-resilience and impact on successful aging purposes. It surveyed 301 people aged 60 years or older is living in Goyang city, using a structured questionnaire collected data were analyzed by SPSS 18,0 and AMOS 21. The results of this study, Demographic variables appeared to affect social-participation activities through the gender, age, religion, partner and occupation, and Only the presence of the occupation showed the effect on successful aging. And in society participation activities sub-variable, only self-development participation showed a significant impact on the successful aging. Ego resilience of the elderly appeared to have a full-mediated effects on the relationship between social participation activities and successful aging. However, the relationship of self-development engagement activities showed a partial mediating effect. Based on these findings, I suggest practical measures for the elderly social participation activities and successful aging, and was revisited the importance of self-resilience.