• 한국의류학회지
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• 제36권2호
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• pp.244-257
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• 2012

This study is to understand the effects of fashion blog features on commitment, satisfaction, and Word-of-Mouth intention due to the interest shown by fashion companies on fashion blogs as new marketing communication strategies. The survey was conducted from April $23^{rd}$ to May $2^{nd}$, 2011 and all 300 respondents had visited fashion blogs. The results of this study are described below. First, the study finds that fashion blog features have five dimensions; interactivity, information reliability, convenience of information access, reputation, and intimacy. Commitment consists of behavioral commitment and emotional commitment, and satisfaction consists of two dimensions; information satisfaction and usage satisfaction. Second, behavioral commitment, is positively influenced by all fashion blog features (except for the negative effect on interactivity). Blog features have a positive impact on emotional commitment (except for negative impact on reputation). Third, information satisfaction is influenced by all fashion blog features; however, usage satisfaction is influenced only by interactivity, reputation, and intimacy. Fourth, Word-of-Mouth intention is influenced by all commitment and satisfaction dimensions. The results of this study will help fashion companies use fashion blogs as marketing communication tools.

• 산경연구논집
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• 제9권11호
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• pp.25-38
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• 2018

Purpose - This study aimed to identify the sub-dimensions of fashion social media quality (information quality, social quality, service quality, system quality) and investigate how they affect purchase intention through fashion information use behavior (information acceptance, information diffusion). Research design, data, and methodology - Data collection was carried out twice for systematic verification of the research model. In the first data collection, the reliability and validity of research variables were verified through 238 respondents and questionnaires were revised and supplemented based on their responses. In March 2018, the final survey was conducted from 755 respondents the age of 20 to 49. Using SPSS 23.0, descriptive statistics, exploratory factor analysis, correlation analysis were performed. In order to test hypotheses, structural equational modeling technique was employed using AMOS 23.0. Results - First of all, fashion Social media quality consists of four factors including information quality, social quality, service quality and system quality. Second, fashion Social media information quality, social quality, and system quality were shown to have a positive(+) effect on information acceptance behavior, and social quality, service quality and system quality were shown to have a positive(+) effect on information diffusion behavior. It was also determined that the acceptance and diffusion behaviors of fashion information through fashion Social media had positive(+) influence on purchase intention. Conclusions - This study holds academic significance in its identification of the components of fashion Social media quality and for conducting an empirical analysis on the causal relationship between fashion information acceptance and diffusion behaviors, and purchase intention. The results of this study indicate that fashion involvement is the key factors in determining the quality of Social media, the acceptance of information through Social media, and, by extension, the purchase of fashion products. Practitioners in the fashion industry may use the findings of this study in order to build more effective Social media strategy.

• Child Health Nursing Research
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• 제29권4호
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• pp.290-299
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• 2023

Purpose: Artificial intelligence (AI) has had a profound impact on humanity; in particular, chatbots have been designed for interactivity and applied to many aspects of daily life. Chatbots are also regarded as an innovative modality in nursing education. This study aimed to identify nursing students' awareness of using chatbots and factors influencing their usage intention. Methods: This study, which employed a descriptive design using a self-reported questionnaire, was conducted at three university nursing schools located in Seoul, South Korea. The participants were 289 junior and senior nursing students. Data were collected using self-reported questionnaires, both online via a Naver Form and offline. Results: The total mean score of awareness of using chatbots was 3.49±0.61 points out of 5. The mean scores of the four dimensions of awareness of using chatbots were 3.37±0.60 for perceived value, 3.66±0.73 for perceived usefulness, 3.83±0.73 for perceived ease of use, and 3.36±0.87 for intention to use. Significant differences were observed in awareness of using chatbots according to satisfaction with nursing (p<.001), effectiveness of using various methods for nursing education (p<.001), and interest in chatbots (p<.001). The correlations among the four dimensions ranged from .52 to .80. In a hierarchical regression analysis, perceived value (β=.45) accounted for 60.2% of variance in intention to use. Conclusion: The results suggest that chatbots have the potential to be used in nursing education. Further research is needed to clarify the effectiveness of using chatbots in nursing education.

• 경영정보학연구
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• 제20권4호
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• pp.1-23
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• 2018

스마트폰 보급이 확대되면서 언제 어디서나 온라인 서비스를 이용할 수 있는 환경이 조성되고 있으며, 최근 유통환경에도 새로운 변화를 가져오고 있다. 이러한 변화의 중심에서 온-오프라인 구분 없이 상품을 구매하고 서비스를 이용할 수 있는 O2O(Online-to-Offline)가 새로운 상거래 형태로 주목받고 있다. O2O 서비스는 온라인의 실용성과 오프라인의 감성적인 만족을 동시에 제공할 수 있다는 장점이 있다. 그러나 비즈니스 모델의 불안정성이나 낮은 서비스 신뢰성으로 인해 1년 내 80% 이상의 서비스가 중단되고 있어 지속성 향상 방안에 대한 연구는 매우 중요하다. 이에 따라, 본 연구에서 O2O 서비스의 지속사용의도에 미치는 영향요인을 도출하고, 인과관계를 실증적으로 분석하였다. 특히, 기존 온라인 특성에 집중된 O2O 서비스 연구를 넘어서 오프라인 특성 및 사회적 영향 특성까지 반영하여 지속사용의도에 영향을 미치는 요인을 알아보았다. 본 연구에서 제시한 가설을 검증하기 위해 결제서비스를 포함한 O2O 서비스를 1회 이상 이용경험이 있는 813명을 대상으로 설문을 실시하여 611개의 유효한 설문을 회수하였다. 구조방정식을 활용한 통계분석결과 17개의 가설 중 12개의 가설이 채택되었다. 온라인 특성에서는 정보품질, 오프라인 특성에서는 서비스품질, 상품품질이 모두 유의한 것으로 나타났다. 또한, 쇼핑경험은 가치에는 영향을 미치지 못하지만 만족도에는 영향을 미치는 것으로 나타났으며, 사회적 영향 특성은 네트워크 효과와 관계품질이 각각 상반되는 결과를 보여 질적 성장과 양적성장 중 하나의 전략 채택 시 중요한 판단 근거를 제시하였다. 본 연구를 통해 정보기기 발전과 어플리케이션 개발 역량이 향상되면서 더 이상 시스템품질은 가치나 만족도에 영향을 미치는 요인이 아니며 기본적으로 갖춰져야 하는 것을 확인하였다. 또한 O2O 서비스는 기존 온라인 서비스와 달리 온-오프라인 특성을 모두 반영해야 하는 것을 확인하였다. 본 연구를 통해 유통의 새로운 패러다임으로 자리 잡기 위한 O2O 서비스의 질적 성장 방향을 제시하였다고 본다.

• 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.

• 한국조리학회지
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• 제21권6호
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• pp.158-166
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• 2015

본 연구의 목적은 플라세보 효과 지식 교육이 힐링음식 이용의도에 유의적인 효과가 있는지 검증하고 효과가 있는 경우 플라세보 효과 지식 변화에 따른 힐링음식 이용의도 변화를 가져오는지 검증하는 데 있다. 이를 위하여 대학생 조리과 39명의 실험집단과 29명의 통제집단으로 나누어 실험 관찰하였다. 연구 결과는 다음과 같다. 첫째, 플라세보 효과 지식 교육은 감정적 가치와 영양적 가치는 유의적인 영향력이 있었으나, 기능적 가치에서는 유의적인 효과가 없었다. 둘째, 플라세보 효과 지식의 변화는 힐링음식 이용의도에 유의적인 영향력이 없었다. 셋째, 플라세보 효과의 영양적 가치 지식에 따른 힐링음식 이용의도에 유의적인 정(+)의 영향력이 있었으나, 기능적 가치와 정서적 가치는 유의적인 영향력이 없었다.

• Human Ecology Research
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• 제51권5호
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• pp.513-526
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• 2013

In an effort to protect consumers' rights to information and to promote their freedom of choice, the South Korean government has been enforcing a policy called the cosmetics full ingredients list system since 2008, which requires cosmetics manufacturers to list all of the ingredients used in their products. This policy aims to assist consumers in identifying the causes of possible side effects of cosmetic products. This study uses consumers' demographic information addition to their cosmetics purchase and usage characteristics to learn about consumers' attitudes and utilization intentions and the influence of information from the cosmetics full ingredients list. This study was conducted through a questionnaire based survey administered to women above the age of 20 years across South Korea who use cosmetic products. The questionnaire was distributed to 300 members on the panel of M Brain, an online research institute. The findings of this study are as follows: (1) The level of knowledge on cosmetics' ingredients positively affected the consumers' attitude and utilization intention of information on the cosmetics full ingredients list. (2) The higher the utilization intention for information, the more often consumers checked the packaging of goods. This implies that habitual behavior, such as checking information, leads to increasing intention to utilize of new information. (3) The brand, as a decision-making factor, negatively affected consumers' attitudes regarding information.

• 한국IT서비스학회지
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• 제12권1호
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• pp.201-213
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• 2013

The use of online shopping mall has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. As with traditional offline businesses, internet businesses have to manage customer relations to provide better services in order to ensure their business sustainability. In this regard, identifying the influencing factors to reuse intention of online shopping mall is very important. In this paper, we aim to examine the effects of perceived and individual variables on intention to reuse in the context of online shopping mall. In order to analyze the antecedents, we selected perceived and individual factors such as shopping enjoyment, concentration, perceived variety and maximizing tendency. For empirical analysis, we surveyed real users of online shopping mall. As a result, all antecedents showed significant influence on intention to reuse except perceived variety and among the variables the concentration has top standardized coefficient. In addition, perceived variety has significant effect on shopping enjoyment but not on concentration. Maximizing tendency is related to shopping enjoyment and concentration significantly. The results of this research can be useful guidelines for online shopping mall providers.

• The Journal of Asian Finance, Economics and Business
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• 제7권9호
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• pp.505-516
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• 2020

The purpose of the research is to identify antecedents of mobile wallet continuance intention in Vietnam. A self-administered questionnaire was distributed to collect data from a total of 276 respondents. Partial least squares structural equation modeling was employed for analyzing the data. Five mobile wallet features - mobile application quality, mobile wallet familiarity, situational normality, payment security, and feedback mechanism - are introduced as fundamental elements, which influence customer' continuance intention to use mobile wallet in Vietnam. The results indicate that mobile quality application and familiarity can significantly influence perceived ease-of-use (PEOU) and perceived usefulness (PU), but situational normality has an impact only on PEOU. PEOU and PU are positively related to satisfaction. On the other hand, payment security and feedback mechanism affect positively customer' trust. As a result, the positive effects that satisfaction and trust have on electronic wallet continuance intention are confirmed. The findings can be used to advise mobile wallet providers to improve their platform design and services to retain users. As a theoretical contribution, this study combines the Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology to investigate the key determinants on continuance intention in the context of electronic wallet in Vietnam.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.353-360
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• 2020

The main aim of study is to identify the factors that affect the purchasing intention of young adults. The reference group is an important factor in determining the underlying causes of young adults' purchasing intentions. However, the literature states that young adults prefer to buy brands they trust in order to eliminate the risks that may arise when buying products they may not know. Moving from this perspective, the study proposes a conceptual model that including structural relationships between brand trust, reference group, and purchasing intention. The study aims to contribute to the literature by discussing the moderator role of brand trust in this structure. A series of hypotheses are tested via a survey completed by 749 young people between the ages of 20 and 30 living in Istanbul, Turkey. The data were analyzed with IBM SPSS-23 and AMOS-18 program. In addition to descriptive, reliability, and factor (exploratory and confirmatory) analysis, hierarchical regression analysis was performed to test the research hypotheses. The results show that the reference group positively influences the purchasing intention, and brand trust plays a moderating role in this relationship. The findings are discussed and some practical suggestions are made for mobile phone manufacturers.