• Management & Information Systems Review
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• v.34 no.3
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• pp.215-230
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• 2015

This study defined the types of barrier and conducted the impact of barrier in adventurous sports. There are many research on adventurous sports, but these researches have several limitations. First, these studies have overlooked important role of barrier in adventurous sports. Also, previous studies on barriers haven't showed the moderating effects of personality on barriers. So, this study attempts to complement the lack of existing research and this purposes of the study is as follows. First, it is to show the positive impacts of barriers on absorbing experience that had been overlooked in the previous researches. Second, it is to propose the moderating effects of personality-arousal seeking, reactance tendency- on the relationship between barriers and absorbing experience. Survey research is employed to test these hypotheses. Previous researches, such as marketing, adventure sports, hedonic research, have been referenced to measure constructs. We collected data involving various adventure sports, and used 171 respondents to analyze these data using moderating regression. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding adventure sports and implying an enhanced ability to satisfy target consumers of it.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.26 no.1
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• pp.209-226
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• 2016

Recently, there is a growing interest in Fintech which is a business based on using IT to provide financial services. At the early stage of diffusion of Fintech, one of the issues raised is the concern for information security. This study examines actual users' information privacy concern and user resistance to Fintech services. We also investigates the effects of social influence and mobile Internet literacy on information privacy concern and user resistance. In particular, this research verifies the interaction effect between regulatory focus and information privacy concern to influence user resistance. Based on the findings, the results of this study provide strategic implications for firms which attempt to reduce user resistance to Fintech services and proliferate Fintech usage.

• Management & Information Systems Review
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• v.33 no.1
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• pp.263-278
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• 2014

The purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store's VMD and store visiting intention. The results showed that the hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions. In addition, the relationship between perceived hedonic benefits and store visiting intention was significantly different for PO and PE groups; hedonic benefits explained significantly more of the variance in store visiting intention for promotion-focused group than prevention-focused group. Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.

• Journal of Intelligence and Information Systems
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• v.24 no.4
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• pp.171-196
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• 2018

With the development of the web, two-way communication and evaluation became possible and marketing paradigms shifted. In order to meet the needs of consumers, web design trends are continuously responding to consumer feedback. As the web becomes more and more important, both academics and businesses are studying consumer emotions and satisfaction on the web. However, some consumer characteristics are not well considered. Demographic characteristics such as age and sex have been studied extensively, but few studies consider psychological characteristics such as regulatory focus (i.e., emotional regulation). In this study, we analyze the effect of web style on consumer emotion. Many studies analyze the relationship between the web and regulatory focus, but most concentrate on the purpose of web use, particularly motivation and information search, rather than on web style and design. The web communicates with users through visual elements. Because the human brain is influenced by all five senses, both design factors and emotional responses are important in the web environment. Therefore, in this study, we examine the relationship between consumer emotion and satisfaction and web style and design. Previous studies have considered the effects of web layout, structure, and color on emotions. In this study, however, we excluded these web components, in contrast to earlier studies, and analyzed the relationship between consumer satisfaction and emotional indexes of web-style only. To perform this analysis, we collected consumer surveys presenting 40 web style themes to 204 consumers. Each consumer evaluated four themes. The emotional adjectives evaluated by consumers were composed of 18 contrast pairs, and the upper emotional indexes were extracted through factor analysis. The emotional indexes were 'softness,' 'modernity,' 'clearness,' and 'jam.' Hypotheses were established based on the assumption that emotional indexes have different effects on consumer satisfaction. After the analysis, hypotheses 1, 2, and 3 were accepted and hypothesis 4 was rejected. While hypothesis 4 was rejected, its effect on consumer satisfaction was negative, not positive. This means that emotional indexes such as 'softness,' 'modernity,' and 'clearness' have a positive effect on consumer satisfaction. In other words, consumers prefer emotions that are soft, emotional, natural, rounded, dynamic, modern, elaborate, unique, bright, pure, and clear. 'Jam' has a negative effect on consumer satisfaction. It means, consumer prefer the emotion which is empty, plain, and simple. Regulatory focus shows differences in motivation and propensity in various domains. It is important to consider organizational behavior and decision making according to the regulatory focus tendency, and it affects not only political, cultural, ethical judgments and behavior but also broad psychological problems. Regulatory focus also differs from emotional response. Promotion focus responds more strongly to positive emotional responses. On the other hand, prevention focus has a strong response to negative emotions. Web style is a type of service, and consumer satisfaction is affected not only by cognitive evaluation but also by emotion. This emotional response depends on whether the consumer will benefit or harm himself. Therefore, it is necessary to confirm the difference of the consumer's emotional response according to the regulatory focus which is one of the characteristics and viewpoint of the consumers about the web style. After MMR analysis result, hypothesis 5.3 was accepted, and hypothesis 5.4 was rejected. But hypothesis 5.4 supported in the opposite direction to the hypothesis. After validation, we confirmed the mechanism of emotional response according to the tendency of regulatory focus. Using the results, we developed the structure of web-style recommendation system and recommend methods through regulatory focus. We classified the regulatory focus group in to three categories that promotion, grey, prevention. Then, we suggest web-style recommend method along the group. If we further develop this study, we expect that the existing regulatory focus theory can be extended not only to the motivational part but also to the emotional behavioral response according to the regulatory focus tendency. Moreover, we believe that it is possible to recommend web-style according to regulatory focus and emotional desire which consumers most prefer.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.73-88
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• 2020

The majority of previous research on start-ups consist of research on leading variables that affect the entrepreneurial intention related to start-ups established by young people, college students or senior citizens, and the influencing relationships regarding start-ups in the sense of their form such as independent start-ups, franchising start-ups, small business start-ups, etc. It is difficult to find research on entrepreneurial intention targeting office workers. This study investigates the question of how office workers' entrepreneurial mindset affects their entrepreneurial intentions, focusing on mediating role of social capital and moderating role of state-action orientation. We use survey data to empirically test the relationships between the variables in question. This study finds the presence of the positive effect of entrepreneurial mindset on social capital that significantly promotes entrepreneurial intention, demonstrating mediating role of social capital. We understand the existence of moderator, action state, showing that entrepreneurial intention is affected by interaction of entrepreneurial mindset and action state, not entrepreneurial mindset alone. We propose some policy implications based on the results of this study, and lists the limitations of the study.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.1
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• pp.1-13
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• 2018

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) ${\times}$ 2 (brand awareness types: high vs low) ${\times}$ 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

• Asia Marketing Journal
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• v.13 no.1
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• pp.113-141
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• 2011

Companies are competing each other, and as the competitions became higher, consumer's information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer's negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer confusion and negative emotion. For the empirical study, we carried out a survey targeting consumers who live in the Dae-gu metropolitan area. The specific results of this study are as follows. First, all sub-dimensions of the consumer confusion had a positive effect on anger. Second, anger had a positive effect on word of mouth and on the other hand, anger had a negative effect on trust. Third, negative affectivity had a moderating effects on the links between overload and ambiguity confusion with anger, and intolerance of uncertainty only had a moderating effects on the links between overload confusion and anger.

• The Journal of Korean Association of Computer Education
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• v.19 no.1
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• pp.77-86
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• 2016

This paper is concerned with identifying the determinants of committing digital piracy in university settings. Using a theoretical model based on Theory of Reasoned Action, the causal relationship among the research variables, including intention to commit digital piracy, attitude, subjective norm and fear of legal consequences, is developed. Results from 295 survey responses indicate that fear of legal consequences affect the subjective norm and the attitude, which in turn influence the intention to commit digital piracy. In addition, relativism based on EPQ(Ethics Perception Questionnaire) is introduced as a moderating variable. The relative influences of path coefficients are investigated and implications from findings are also discussed.

• Korean Journal of Culture and Social Issue
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• v.20 no.2
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• pp.155-176
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• 2014

The previous researches of gambling have been rather focused on the legal gambling industry and gambling addiction and ignored the issue of illegal gambling. But, illegal gambling in Korea has been continuously growing in its volume and the numbers of the relevant mental and social problems such as gambling addiction, crimes, suicides, and etc. have been increasing rapidly. The present study investigated the psychological characteristics of illegal gamblers with comparing gamblers who never experienced illegal gambling (NE), who experienced illegal gambling but participate mainly in legal gambling (EIG), and who participate mainly in illegal gambling (MIG). 1317 NEs, 177 EIGs, and 37 MIGs were recruited and completed an online survey that measured individual dispositions (risk-taking tendency, regulatory focus, locus of control), attitudes towards gambling regulations, misconception of illegal gambling, motives (monetary, excitement, socialization), and emotions. First, EIGs and MIGs, compared to NEs, preferred risk-taking, and EIGs were more promotion focused than NEs. Also, EIGs perceived illegal gambling as less illegal and tended to hold more misconceptions about illegal gambling, compared to NEs. Furthermore, EIGs and MIGs had stronger monetary and excitement motivation than NEs. Finally, MIGs were more likely to feel anxious than other groups. Focusing on the illegality of gambling, the characteristics of illegal gamblers are discussed and political implication on illegal gambling is suggested.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.81-93
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• 2021

This study examined the effects of cosmetic selection attributes on consumers' purchase propensity and recommend intention. In addition, the moderating effect according to the consumer's deal proneness was verified. Finally, a multi-group analysis was conducted to verify the difference in the research model path according to the information source. Through this study, the selection attributes of consumers who purchase cosmetics were clarified. This study aims to meet the needs and demands of the related industry for more detailed and effective strategic insights by clarifying the structure of the influence of these selection attributes on purchase intention and recommendation intention according to the discount purchase intention. In order to achieve the research objectives due to this necessity, a questionnaire of 258 Korean female consumers was collected and used for research. The analysis results showed that product selection attributes, purchase intention, and recommendation intention all had a positive influence. As a result of analyzing the moderation effect according to the consumer's Deal Proneness, the results showed a moderating effect between the selection attribute and the purchase propensity, the selection attribute and the recommend intention, and the purchase propensity and the recommend intention. Finally, it was partially adopted as a result of conducting a multi-group analysis to verify whether individual paths of the model differ according to information sources.