• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.117-124
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• 2021

This study attempted to analyze the influence of mobile shopping motivation on the attributes and selection of beauty applications among consumers in their 20s, and the results found the following: First, mobile shopping motivation was classified into the categories of playfulness, convenience, and impulsiveness while beauty application attributes were divided into contents, community, and continuous management. Second, mobile shopping motivation was found to have a significant influence on selection of mobile beauty applications. Specifically, playfulness affected professional brands and beauty shopping mall apps, while impulsiveness revealed an effect on online shopping malls and beauty community apps. In addition, convenience showed an influence on TV home shopping apps. Third, mobile shopping motivation had a statistically significant effect on beauty application attributes. Specifically, playfulness, convenience, and impulsiveness revealed a statistically significant influence on contents, while playfulness also affected beauty communities. In addition, impulsiveness affected continuous management.

• Proceedings of the Korean Information Science Society Conference
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• 2010.06b
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• pp.260-264
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• 2010

본 연구는 2010년 전국 정보과학기술(IT) 영재교육을 위한 학생 선발 과정을 중심으로 과거의 선발 과정과 차이점을 비교해보고, 정보과학기술에 관심이 있는 교육생을 대상으로 모집된 결과로 부터 성별, 지역별, 학교별 분포를 분석하였다. 분석결과에서 남학생과 여학생의 비율이 1 : 0.29로 나타났는데 이는 남학생보다, 여학생이 정보과학기술을 접하기 어려운 분야로 인식하고 있다는 것이다. 두 번째로, 지역별 분포비율을 조사한 결과 부산지역이 가장 많은 관심 비율을 보이고 있었는데, 이는 부산에 한국과학영재학교를 비롯한 부산광역시 교육청 산하 정보영재교육원과 같은 정보영재교육의 참여도가 많은 학생들이 지원한 것으로 보인다. 세번째, 중학생과 고등학생의 비율을 분석한 결과 중학생이 고등학생보다 약간 우위를 가지는 것으로 확인되었다. 이는 좀 더 일찍 자신의 적성에 적합한 영재교육의 혜택을 경험해보기 위해서이며, 학업의 내용이 학교 교과과정에만 관심이 있는 것이 아니라, 자기계발을 위한 학부모와 학생들에 관심이 높아지고 있음을 알 수 있다. 또한 국가적 IT 브랜드의 위상이 높아지고 IT의 발전이 학생들에게 많은 영향을 주었다고 본 연구에서는 판단된다. 정보과학기술 영재교육의 학생 선발 방식이 새롭게 전환되면서 무엇보다도 전국의 많은 학생들이 IT영재교육원의 교육 혜택을 받게 되었다는 점과, 많은 학생들이 온라인 교육을 통해서 소셜 커뮤니티를 형성하여 창의력과 자기계발 잠재력을 키울 수 있는 계기가 되었다는 점에서 큰 의미가 있다고 할 수 있다.

• Asia pacific journal of information systems
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• v.17 no.4
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• pp.1-29
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• 2007

The brand-based online community recently plays an important roles for consumers to facilitates searching and sharing information among them. Firms often find such a brand community as a critical channel to gain collective intelligence for developing new ideas and products. As a new web platform such as web 2.0 has been introduced, consumers could more easily participate in the new social networks created by sharing mutual value and belief among themselves. Accordingly firms began to recognize potentials of online brand assets and pay attention to the importance of online brand community loyalty. Previous research related to online community tends to focus on identifying the antecedents of community loyalty and their subsequent impacts on brand. They, however, tend to neglect the importance of individual characteristics of online community users. As integrating the fragmented variables with an individual characteristics, therefore, this study reexamined the impacts of interactivity, information, reward, and personalization services provided by an online brand community on the sense of community, community loyalty, and brand attitude. Also, this study investigated how users' individual characteristics(need for cognition: NFC) can play moderating roles among the variables identified in the previous research. A field survey was administrated and 671 valid samples were collected. In order to test the hypothesis we conducted the multi-sample structural equation modeling(MSEM) between two groups(a group with high vs. a group with low level of NFC). Results show that previously identified variables such as interactivity, information, reward, and personalization services have significant effects on the sense of community as previous research demonstrated. Subsequently, the sense of community positively influences the community loyalty and brand attitude. However, when considering the NFC as a moderating variable, we found that the effect of interactivity and reward service on the sense of community was stronger for a group with a lower level of NFC compared to a group with a higher level, while the effect of information providing service on the sense of community was stronger for a group with a higher level of NFC compared to a group with a lower level. This research revealed that NFC can affect the degree of individual perception on the sense of community which has been considered as an important indicator for the community loyalty and brand attitude. Hence, when firms developing customer relation strategy through building an online brand community, they need to reflect customers' NFC and accordingly provide varying degree of interactivity, information, reward, and personalization services.