This study attempts to shed additional light on the national diffusion process and interaction of welfare services for children and mothers. The central hypothesis examined is the following : In general, the implant of social welfare system is first considered on the characteristics of their own socio-economics , and diffusion prodess of welfare services tends to occur faster in countries with open sicieties than in countries where entry barriers are high and society ranking rigid. The scope of the study is limited in several ways. Attention is concentrated on the agency of woman in the belief that an in-depth case study of one field can yield more insight than a less detailed investigation embracing a number of social welfare systems. The angency of woman is selected for several reasons. a) It is important the agency of woman alone produce more effective than services affecting both the child welfare and women's libertion bradually. Moreover, these services will form the heart of mother's welfare. b) The services of women's agency is gradually wide spread, since a role of government is still negligible before a full realization of economic income. c) The services of women agency is a prime example of a social welfare. d) statistical data and other information are more readily available. One of major findings of our study is the existence of the barriers inhibiting child welfare form " motherhood cult". Despite all the distinct advantages for mother and child , social attitudes appear to be some resistant on child welfare system among men and women even the agenices of women. What is surprised is the extent of the awareness that strategies of women's agency to liberate woman and to increate activities of women involve the strategies to liberate child. The conviction that solving application problems for child welfare in line with the activities of agency by women offer greater freedom and more advantage to mother are not apparent on the data collected from 18 of multi-functional agencies in our country. there are little sign that such agencies cooperate toward attainment of common goals. The intensive early focus of the movement on consciousness raising is a necessary beginning and such efforts by women's organizations would help both in the continuous evolution of women and child. Some of the agencies offer a variety of services to women and children, others are specialized in that they offer fewer services or even only one. Social welfare agenices giving service to children and their families are identified by various names usually women service and child welfare from govern , mental agency and voluntary public agency to foreign aided. What is totally missing , however, is an integrated synthesis of child welfare program Through women's agency. Social changes to occur, but delineation of appropriate and comprehensive social policy is also necessary at this point at this point since efforts, social changes and polices must be well coordianted and focused, as well as mutually supprotive and reinforcing.
The purpose of this study to prepare for an aging society and older people happy is important to build recreational facilities gwajera recognize and physically old man of leisure facilities as a basis for the destroyers of the current seniors in public institutions that provide recreational facilities for About under utilized factors was investigated. The specific research methods and information, first, at home the most successful public senior leisure facilities as a model for selected Daegu Senior seutawo visit the simple survey and observation through the pros and cons about the elements that organize and KJ Technique and graft technique (Graph Theory) by applying the elements of physical space limitations on the mutual relationship between the priorities and establish guidelines for the priority was extracted. In addition, field-aged feel the satisfaction of their leisure facilities to evaluate the visits to the Busan, Sasang elderly and local leisure facilities for the elderly surveyed had taken Priority Method is based on comparison of results and final was to organize things to improve. Through this study, first, goods and equipment to the leisure space of the elderly efforts to effectively deploy the expertise to deal with and it actually showed that it is also important. Second, using physical devices and programs for the elderly aged recreational facilities are important, but physical and mental characteristics to consider voluntary participation for the type of space could see that it is important.
Payments for Environmental (or Ecosystem) Services (PES) are emerging as new conservation policy tools. The basic concept underlying PES is that users pay to providers of environmental services for ensuring the continual provision of services based on the voluntary contracts. The purpose of this paper is to introduce the concepts and types of PES and to design a pilot PES scheme for biodiversity/ecosystem conservation on Genetic Reserve Forest in Korea. Genetic Reserve Forest is one of the protected areas designated in Korea to maintain forest biodiversity. PES is designed for the pine forests only in Genetic Reserve Forest, which corresponds to 943 ha. Service providers are to manage their forests based on the contracts in ways that maintain and enhance forest biodiversity and receive the payments in return. The payments are calculated as the sum of management, monitoring, and opportunity costs, resulting 1,140,378 won/year/ha (it corresponds to approximately $1,227 based on the 2007 average exchange rate 1$ = 929.2 won). Because PES are relatively new policies, however, more work needs to be done. Future work includes researches on the correlation between forest biodiversity and management practices and the economic evaluation of forest biodiversity. In addition, enhancing awareness on PES and education of stakeholders are warranted to further develop the scheme.
It is usually proposed that job security of old age workers is hampered by the structure of wage increasing with age. This paper sets forth a model to comprehend the characteristic of the old age workers' labor market and policy implications derived from it. In order to stimulate demand for old age workers, policy initiatives should be taken as follows : the wage criteria should be simplified which apply differently from one institution to other; incentives relatively favorable for employing old age workers' in manufacturing sector should be also given to service sectors; employment subsidy or other tax incentives should be given for labor contract after the retirement age; licensing and evaluation system for job ability should be introduced based on occupation & job analysis. To lower the reservation wage of workers, mortgage loan for house and long-term low interest loan for tuition fees should be developed together with stabilization of housing cost. Wedding culture which requires high expense should be amended. Above all, it is necessary to install reasonable social security system. Policy orientation should also pay attention to reduce labor supply of the old aged via aiding old age workers' firm opening and voluntary civil service together with developing various honor programs for members of civil corps.
In the reality that the boundary between the real world and the virtual world disappears with the 4th Industrial Revolution, cyber crimes that occur beyond time and space have clear limitations in fulfilling their duties only with the police force of government organizations established under the real law system. The research method of this thesis is based on the literature research and the experience of security work. The purpose of this paper is to establish a social system where collective intelligence of each social field can participate voluntarily to respond to cyber crimes occurring beyond the time and space before the law and institutionalization. In addition, the social system in which collective intelligence in each social sector can participate voluntarily was established to define crime types in cyberspace in real time and to prevent crimes defined by the people themselves and the counter-measures had been proposed in order to form social consensus. First, it is necessary to establish a collective intelligent network-type cyberpolice volunteer system. The organization consists of professors of security and security related departments at universities nationwide, retired public officials from the National Intelligence Service, the National Police Agency, and the National Emergency Management Agency, security companies and the organizations, civilian investigators, security & guard, firefighting, police, transportation, intelligence, security, national security, and research experts. Second, private sector regulation should be established newly under the Security Business Act. Third, the safety guard of the collective intelligent cyberpolice volunteer system for the stability of the people's lives should strengthen volunteer work. Fourth, research lessons and legal countermeasures against cybercrime in advanced countries should be introduced. Fifth, the Act on the Protection of Personal Information, the Act on Promotion of Information and Communication Network Utilization and Information Protection, the Act on the Utilization and Protection of Credit Information, and the Special Act on the Materials and Parts Industry should be amended. Sixth, police officers should develop cybercrime awareness skills for proactive prevention activities.
The purpose of this study is to suggest legalization of private investigation system by giving an example of Japanese detective investigation on people who have been missing for a long time. To accomplish the research purpose, this study reviewed literature and used preceding researches on Japanese detective system to complete theoretical background. This study also identified the missing people in Korea and Japan to accomplish the research purpose. Conclusion: In Japan, about 80,000 people are reported to be missing every year. Although most of them are found on that day or within a week, some of them are not found for more than a week. There even a case where the person was missing for more than 3 years. In such case, the Japanese citizens requests detectives to find the missing person instead of depending on the police. When Japanese detectives are paid by their client, they provide the security service requested by the client. Japanese detectives receive about 100,000 yen to 700,000 yen for finding missing person and they find the missing person through investigation on voluntary or involuntary missing person. Such activities of Japanese detectives point out the necessity of introducing private investigation system in Korea. Currently, most missing people are not found in Korea. Introduction of private investigation system will help in finding the missing person, reducing the excessive workload of police, and creating jobs.
Purpose: This paper aims to clarify the problems and to examine the improvement methods by investigating the management condition of local-designated cultural property of which management is relatively poor in comparison with state-designated cultural heritage. Method: In order to grasp the management situation of the local-designated cultural heritage, a research on cultural heritage management situation and problems will be carried out with 35 cultual heritages in Goryeong-gun. Also, the improvement methods about the property type vulnerability on the basis of interview with cultual property managers, fire-fighting officers and civil servants, etc. Results: Local cultural heritages were investigated to be very vulnerable to the fire of wooden buildings, the theft of movable cultural heritages, and the effects of wind and water damage. It is because cultural heritages are scattered over wide areas fundamentally. As the result, it has difficulty in the patrols of police officers and fire fighters, and in the situation that it lacks disaster monitoring and CCTV for countermeasures to replace them, electronic security including fire hydrant, sensors, etc and fire extinguishing facilities and so on. It is difficult for local governments managing local-designated cultural heritages to enhance their management systems directly due to their lack of budget and manpower. Conclusion: In order to strengthen disaster and safety management system for the cultural heritages designated by local governments, they have to clarify disaster countermeasure task of fire fighting, police, and cultural heritage managers prepare their manuals, and systematize them through disaster drill mainly in local autonomous governments. Also, so as to establish a surveillance system every day, they have to enhance the community for local cultural heritage manage consisting of local volunteer fire departments, local voluntary disaster prevention organizations, volunteers, etc.
Eun Soo Park;Jong Hee Kim;Soo Dam Kim;Dong Hyun Kim;Eun Jung Lee;Min Seok Oh;Hwa Seung Yoo
Journal of Korean Medicine Rehabilitation
/
v.33
no.4
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pp.15-29
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2023
Objectives The purpose of this study is to systematically review the effects of Neuromuscular Electrical Stimulation treatment on muscle wasting in cancer patients. Methods Randomized controlled trials (RCTs) were searched from seven online databases (PubMed, Cochrane Library, EMBASE, China National Knowledge Infrastructure, Oriental Medicine Advanced Searching Integrated System, Korean studies Information Service System, Research Information Sharing Service. The selected RCTs were evaluated for methodological quality through the Cochrane RoB. Results A total of 126 articles were identified, and 4 randomized controlled trials were selected for systematic review. In one study, it was found that there were statistically significant improvements in the Health-Related Quality of Life (FACTH&N total score, p<0.001). Additionally, significant effects were observed in measurements that represented the size of the quadriceps muscle (cross-sectional area of Vastus lateralis and Rectus femoris, p=0.004), maximum muscle strength, the twitch response of resistance muscles, and voluntary activation (p<0.001). However, no significant differences were observed between the intervention and control groups in terms of quadriceps muscle strength in two other studies (p>0.05). Lastly, while one study showed no significant differences in muscle fiber characteristics between the two groups, it did report significant improvements in measurements related to mitochondria within muscle tissue and muscle strength in the intervention group (p<0.05). Conclusions Neuromuscular electrical stimulation can be a method used to improve muscle strength in muscle wasting of cancer patients, but it is difficult to see its effects as significant compared to other treatments.
1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is
. 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As
shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.
Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use. The research hypotheses are as follows; H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6. Brand identification will have a positive influence on continued usage intention. H7. Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9. Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called "Gifticon". Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.
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