• Management & Information Systems Review
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• v.34 no.1
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• pp.163-178
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• 2015

This study purported to test the independent impacts of positive and negative attributes of disconfirmation on satisfaction and loyalty of university students. The study utilized the nation-wide survey data previously collected from 1,400 students distributed across 32 universities in Korea. Using SPSS 22.0, the study adopted a 'Simple Regression Analysis' in order to calculate the causal coefficients among positive and negative attributes of confirmation, satisfaction, and loyalty. The study results showed that while positive disconfirmation had a positive impact(${\beta}=.188$) on satisfaction, but not on loyalty, negative disconfirmation had negative impacts on satisfaction(${\beta}=-.326$) and loyalty(${\beta}=-.105$). Based on the study results this study suggests that universities should implement differential strategies to increase students' satisfaction and loyalty. The results also showed that negative disconfirmation had 2~7 times greater impacts on satisfaction and loyalty than the impacts positive confirmation had. Supporting the 'asymmetric relations' of positive and negative disconfirmation, the study suggests that universities should pay special attention to students' complaints.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.469-477
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• 2016

The purpose of this study was to analyze The Relationships of Expectancy-Disconfirmation and Satisfaction, Loyalty of Students Majoring in Art & Physical Education. In order to achieve this purpose, a total of 187 students were selected as study participants from 7 regions in nationally using the convenience sampling method. The instrument for data collection was a questionnaire. The followings are the results: First, positive disconfirmation partially affected education performance. Second, negative disconfirmation partially affects faculty, staff, and education performance. Third, staff and education performance in positive disconfirmation affect loyalty. Fourth, education performance in negative disconfirmation affects loyalty.

• Knowledge Management Research
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• v.22 no.3
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• pp.129-149
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• 2021

Research on social hierarchy is a growing research topic in the studies of management and organization. Despite the abundance of studies demonstrating the relevance of social hierarchy in teams, little understanding exists for status disagreement among team members, specifically how status disagreement reduces team members' contributions to influence team performance. This conceptual study argues that team status disagreement negatively impacts team performance through reduced team member's knowledge contribution, including reduced team knowledge sharing and increased knowledge hiding. In addition, we propose that team skill differentiation aggravates the negative effect of status disagreement, such that when team skill differentiation is high, teams under high status disagreement are more likely to experience detracted team performance. This research mainly discusses status disagreement and its effect on team knowledge contributions by reviewing previous literature and developing several propositions, suggests theoretical contributions and practical implications, and presents an agenda for future research.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.475-481
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• 2008

본 연구는 어떤 사건에 대한 예측 정확성 여부와 기억을 회상할 때의 정서 상태가 후견지명 편향 (hindsight bias)에 미치는 영향을 알아보고자 하였다. 이에 valence 축에 따라 긍정적 정서와 부정적 정서를 일으키는 두 가지 음악을 제시하고 두 조건에 대하여 기억에 대한 과잉 확신이 얼마나 달라지는가를 분석하였다. 예측 정확성 여부에 대해서는 실험 결과 데이터 중 예측 일치 조건과 불일치 조건으로 나누어 후견지명 편향에 끼치는 영향과 정서와의 상호작용이 있는가를 분석하였다. 사람들은 예측과 반대되는 결과를 접했을 때 결과에 anchoring하여 기억을 회상하려는 편향이 더욱 커졌으며 부정적인 정서보다 긍정적 정서 상태일 때 후견지명 편향이 더욱 커졌음을 밝혔다. 특히 예측과 상이한 결과 피드백을 받고 긍정적 정서 상태일 때 가장 많은 왜곡 현상을 보였으며, 예측 불일치/ 부정적 정서 조건, 예측 일치/ 긍정적 정서 조건, 예측 일치/ 부정적 정서 조건 순으로 후견지명 편향을 보였다. 이 결과는 정서 상태보다 어떤 사건에 대한 예측 정확성 여부가 후견지명 편향에 더 큰 영향을 준다는 것을 시사한다. 본 연구의 실험실 상황을 통하여 자기와 관련이 없는 중립적 과제를 통해서도 후견지명 편향이 나타남을 알 수 있었다. 특히 그 동안 거의 이루어지지 않았던 정서와 후견지명 편향의 관계를 밝히고, 기존의 예측 정확성에 따른 편향을 설명하는 모델간 논쟁이 많았으나 실험 결과가 motivational model을 지지함을 밝혔음에 의의가 있다.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.257-267
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• 2021

This study warns of the dangers of pre-marketing that is too preoccupied with raising market expectations before release at the film market level, and provides practical implications that the lower the level of mismatch of market expectations, the more ideal performance can be achieved. The level of expectation before release and satisfaction after release were measured by each movie rating, and the difference was calculated as the inconsistency of expectations. In raising expectations before the release, the expert rating among the star power, director power, expert rating, and number of screens has a significant influence. It was confirmed that the level of expectation before the release had a positive effect on the rating after the release, but had a negative effect on the level of discordance. In addition, the hypothesis that the higher the expectation level before the release, the greater the inconsistency, and the hypothesis that the higher the expectation inconsistency has a negative effect on the box office level is supported. This provides various implications for marketing carried out before or after the release of a movie to film-related practitioners for products with low involvement or emotional content such as movies.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.119-132
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• 2016

This study examined the concept and usage moderated mediating model in structural equation modeling. The theoretical model and hypothesis were developed based on the Location-Based application's Expectancy disconfirmation, Location-Based application's satisfaction, Location-Based application's continuous usage intention, service trust. The statistical results of the two model were compared: one was free model(positive/negative) and the other was the Moderated Mediating Model(positive/negative). A structure equation model analysis was carried out to test the research model. Further studies are necessary to Ssupport the research hypotheses.

• Journal of the Korea Society of Computer and Information
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• v.15 no.12
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• pp.237-245
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• 2010

Korea Communications Commission (KCC) has been providing the pilot service of URC(Ubiquitous Robot Companion), which is a network-based personal robot, to 1000 Korean households since 2006 to define potential users' needs and adoption behaviors. Personal innovativeness might play a critical role in adoption of URC services by users because much sophisticated and convergence technologies are incorporated into URC services. Also, defining not only perceived beliefs about URC services but also expected beliefs about them are very crucial to reduce disconfirmation between users' perception and expectation of URC services. From this point of view, this paper aimed to examine robot users' adoption behavior by considering constructs such as personal innovativeness, usefulness (perceived usefulness - expected usefulness, P-E), user attitude, and intention to use. The findings reveal that personal innovativeness is negatively related to usefulness (P-E) whereas usefulness (P-E) influences significantly and positively on user attitude. It is also shown that usefulness (P-E) and user attitude have strong positive effects on intention to use.

• Asia Marketing Journal
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• v.1 no.1
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• pp.2.1-2.38
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• 1998

본 연구에서는 소비자 만족 형성 과정에서 발현되는 소비자의 감정 반응의 역할에 대해 이론적 및 실증적으로 고찰하였다. 소비자 감정 반응에 관한 선행 연구의 고찰을 통해 소비자 만족 형성 과정에서 발현되는 소비자 감정 반응은 구매라는 사건을 중심으로 기분 상태와 소비 정서라는 주요한 범주로 구분할 수 있음을 발견하였다. 다음으로 감정과 인지의 관계를 설명하는 이론, 특히 정서의 인지적 평가 이론을 기초로 기존의 기대-불일치 모형에 의한 인지적 과정과 기분 상태→소비 정서의 감정적 과정을 결합하는 연구 모형을 수립하고 확인적 요인 분석과 구조 방정식 모형으로 실증 분석하였다. 실증 연구 결과 점포 내 기분 상태는 유쾌와 각성, 소비 정서는 긍정적 소비 정서와 부정적 소비 정서의 차원으로 구분되며, 기대가 소비자의 점포 내 기분 상태의 인지적 평가로, 불일치가 소비 정서의 인지적 평가로 간주될 수 있으며, 점포 내 기분 상태가 제품의 성과 판단과 소비 정서에 직접적으로 영향을 미친다는 사실이 밝혀졌다.

• Asia Marketing Journal
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• v.10 no.4
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• pp.65-98
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• 2009

The present study purposed to examine empirically the effects of animosity against a product's country of origin on product evaluation, attitude and purchase intention. For this study, we conducted an experiment of 316 university students in the Metropolitan area. The results of this study suggest that the negative influence of animosity against the country-of-origin on attitude and purchase intention was higher for low-typicality products than for high-typicality ones. This result suggests that the negative influence of animosity against a specific country is not equal among all products from the country, but can vary among the products. For products manufactured in a country other than the country-of-origin, the negative influence of animosity against the country-of-origin did not decrease. This result means that, even for multinational products, animosity against the country-of-origin can have a negative influence on the consumers' response to the products. Based on major findings of this study, both academic and practical issues are discussed. Suggestions for future studies are provided.

• Journal of KIISE:Software and Applications
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• v.26 no.8
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• pp.1010-1017
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• 1999

불완전한 계획 영역 이론은 오류 영역(noisy domain)에서 하나의 상태에 상반된 연산자들이 적용되는 불일치성 문제를 야기할 수 있다. 이 문제를 해결하기 위해서 본 논문은 상태를 기술하기 위해 다치 논리를 도입하여 제어지식으로서의 부정적 선행조건을 학습하는 새로운 방법을 제안한다. 기계에는 알려지지 않은 이러한 제어지식이 인간에게는 반대개념으로 잠재적으로 사용되고 있다. 이러한 잠재된 개념을 학습하기 위해 본 논문은 반대 연산자들로 구성된 사이클을 영역이론으로부터 기계적으로 생성하고, 이 연산자들에 대한 실험을 통해 반대 리터럴(literal)들을 추출한다. 학습된 규칙은 불일치성을 방지하면서 동시에 중복된 선행조건을 제거하여 연산자를 단순화시킬 수 있다.Abstract An incomplete planning domain theory can cause an inconsistency problem in a noisy domain, allowing two opposite operators to be applied to a state. To solve the problem, we present a novel method to learn a negative precondition as control knowledge by introducing a three-valued logic for state description. However, even though the control knowledge is unknown to a machine, it is implicitly known as opposite concept to a human. To learn the implicit concept, we mechanically generate a cycle composed of opposite operators from a domain theory and extract opposite literals through experimenting the operators. A learned rule can simplify the operator by removing a redundant precondition while preventing inconsistency.