• The Journal of Society for e-Business Studies
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• v.17 no.4
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• pp.95-115
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• 2012

The e-Book market has rapidly grown as an innovative product which is mixed its traditional and technological characteristics. However, decreasing user resistance to the e-Book is very important to continually keeping up its market growth. Previous studies for user resistance have been studied as a negative barrier for various innovative products with importance of user resistance. Nevertheless, the factors for user' resistance to the e-Book field have not been found out considering both perceived value and switching cost. Especially, both innovative technology and user specifics should be considered when explaining user resistance to adopting e-Books. Thus, the purpose of this study is to understand the process for user resistance to the e-book and find out its antecedents with perceived value and switching cost at the same time. As a result, it appeared that triability, uncertainty and complexity affected perceived value and switching cost. The user-based antecedents like social norm and perceived value increased the effect of self-efficacy. Also, self-efficacy and perceived value decreased user resistance whereas switching cost increase user resistance to the e-Book perspective.

• Journal of Industrial Convergence
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• v.20 no.12
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• pp.1-9
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• 2022

The objective of this study was to analyze the factors affecting the stages of change of exercise in middle-aged men who work. 170 middle-aged men who work surveyed, 40 to 59 years old, is residing, Chung-Buk and Chung-Nam province, who understand the purpose of this study and agree to participate in this study. This study data is analyzed by using frequency, percentage, standard deviation, t-test, 𝑥² test and Logistic regression analysis. The study show that the exercise self-efficacy(𝛽=.965, p=.003) and the perceived health status(𝛽=.805, p=.025) among middle aged men who work have an effect on the stages of change of exercise meaningfully. That is, the exercise self-efficacy of middle aged men who work who have exercise behavior is 2.6 times higher than middle aged men at work who don't have exercise behavior, and the perceived health status is 2.2 times higher. This study suggests that the development of better exercise practice for middle aged men who work should be aimed at promoting exercise self-efficacy and perceived health status, Based on this, it is necessary to find ways to operate exercise programs at the workplace and community level.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.346-356
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• 2020

Purpose: This study was to identify the Health beliefs of the vulnerable group on the prevention of STI and to identify the factors that influence prevention behavior. Methods: The participants were 241 of persons vulnerable to STI. A total of 241 questionnaires were collected by mail or in person through relevant workplace, group members, and visitors to public health centers with structured questionnaires. The SPSS 21.0 program was used to perform descriptive statistics, t-test, one way ANOVA, Pearson's correlation and multiple regression. Results: As a result, the level of perceived susceptibility was 2.70, perceived severity was 3.63, perceived benefits of condom use was 3.82, Perceived barriers of condom use was 2.45, self-efficacy of condom use 3.93 and prevention behavior of STI was 3.51 based on 5-point Likert scale. Condom use self-efficacy(��=.23, p=.003), perceived barriers of condom use(��=-.15, p=.035), and level of education(��=.16, p=.018) were important factors influencing STI prevention behavior and the regression model explained 17% of STI prevention. In conclusion, it is necessary to develop a systematic education program in consideration of factors influencing and improving awareness to prevent STI.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.1-13
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• 2017

In this paper, a research model was designed to investigate the factors influencing the intention to use of mobile easy payment services in China. Our research model includes the service factors(instant connectivity, economic and security), social factors(subjective norms and image), the user's individual factors(self-efficacy personal innovativeness and suitability), perceived ease of use, perceived usefulness and intention to use. A survey was conducted to collect the data with users who have had the actual using experience about mobile easy payment services. In this research, the data were collected by online survey, and in final analysis, 439 users' questionnaires were used. The empirical paper proves research hypothesis by using SPSS 22.0 and AMOS 23.0. The results of the study are as follows: the mobile easy payment service factors, social factors and the user's individual factors partially give positive effects to perceived ease of use and perceived usefulness; perceived ease of use gives positive effects to perceived usefulness. In addition, perceived ease of use and perceived usefulness have positive effects to on intention to use.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.80-92
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• 2012

Using technology acceptance model, this study investigates the factors affecting N-screen service adoption. We collected 435 available answers from potential users through systematic online survey. Results show that self-efficacy and perceived interactivity factors had positive effects on perceived ease of use. In addition, service variety, perceived interactivity, perceived ease of use factors had positive effects on perceived usefulness. Yet social effect factor had negative effect on perceived usefulness. On the other hand, perceived ease of use and perceived usefulness had positive effect on the intention of use. In conclusion, to improve the intention to use N-screen service, it is necessary to make users convinced that N-screen service can give customized contents and interactive information regardless of time and place.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.5
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• pp.318-329
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• 2017

This study examined the physical self-concept and self-efficacy of undergraduates. Using the convenience sampling method of non-provability sampling, a total of 377 undergraduates from North Kyongsang Province G city were selected. Of the 377 completed questionnairescollected, a total of 354 surveys with structural equation modeling were analyzed using theSPSS 22.0 statistics program. The self-esteem, endurance, health, and flexibility factors have positive effects on improvingthe self-control efficacy factor of self-efficacy in the order of physical self-concept factors. On the other hand,the higher university students perceive that among the physical self-concepts, the physical activity factor had more negative effects on the self-regulated efficacy. The self-esteem, health, and muscle strength have positive effects on improvingthe confidence factor of self-efficacy in the order of physical self-concept factors. The more perceptive endurance than the appearance, sports competence, body fat, health, self-esteem, flexibility, muscle strength of physical self-concept, and the more influence on self-efficacy. Overall, the higher the perception of physical activity factors among the physical self-concept factors, the more negative effects on the task difficult preference.

• Korean Journal of Culture and Social Issue
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• v.24 no.4
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• pp.563-592
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• 2018

In this research, it was examined whether the importance of value of self(i.e., self-referenced values) and the perceived importance of values of average Koreans(i.e., culture-referenced values) differ according to social class. In Study 1, differences in the importance of self-referenced values according to the social class of 1,140 adults aged over 19 years old were examined using Korean data from the World Values Survey. Findings showed that higher social class was associated with higher levels of Hedonism (which belongs to the individualistic value domain) and Benevolence, and lower levels of Tradition (which belongs to the collectivistic value domain) and Universalism. In Study 2, culture-referent questionnaires were added to examine the differences in self-referenced values and culture-referenced values according to social class. Findings showed that higher social class was associated with greater importance attached to individualistic value domain (namely, Power and Achievement), and as a result of Study 1, less importance attached to Benevolence towards the self. On the contrary, for culture-referent ratings, higher social class was associated with lower perceptions of the importance of individualistic value domain (namely, Self-direction and Hedonism) and greater importance attached to Tradition (which belongs to the collectivistic value domain) for average Koreans. These results suggest that the importance of self-referenced values and culture-referenced values differ by social class. The need for social class research taking into account culture and the importance of the culture-referent ratings is highlighted. Future directions for research are discussed.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.26 no.6
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• pp.1619-1637
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• 2016

With wide distribution of smart phones and development of mobile network, social network service (SNS) is displaying remarkable growth rates. Users build new social relations by sharing their interests, which brings surging growth to the SNS based on the combination between the strength of expanding the place for communication and distribution of smart phones featured with easy portability. This study is designed to understand impact factors of SNS on users in Korea and to conduct empirical research on casual relationship between the factors above and the factors affecting personal information behavior through the privacy protection and self-efficacy. In order to accomplish the objective above, the study presented a research model applied with key variables of the Health Belief Model (HBM) predicting behaviors capable of recognizing and preventing individual diseases in the field of health communication. To perform empirical verification on the research model of this study, a survey was conducted upon college students at N university located in Chungcheongnam-do and K university in rural area, who have experiences using the SNS. Through this survey, a total of 186 samples were collected, and path analysis was performed in order to analyze the relationship between the factors. Based on the findings from the survey, first, variables Perceived probability, Perceived severity, Perceived impairment of the HBM, key factors of personal information protection behavior on the SNS, were found to exhibit negative relationship with self-efficacy, and Perceived probability, Perceived benefit, Perceived impairment were found to exhibit negative relationship with privacy protection. But the above, Perceived severity showed positive relationship with privacy protection, and Perceived benefit and self-efficacy also displayed positive relationship. Second, although self-efficacy, a parameter, showed positive relationship with privacy protection, it demonstrated negative relationship with personal information protection behavior. Lastly, privacy protection exhibited positive relationship with personal information protection behavior. By presenting theoretical model reflected with characteristics of prevention based on these findings above unlike previous studies on personal information protection using technologies threatening personal information, this study is to provide theoretical and operational foundation capable of offering explanations how to predict personal information protection behavior on the SNS in the future.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.80-91
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• 2019

This study investigated the factors affecting the satisfaction and the continuous behavior intention of university students on MOOC. Adopting a questionnaire, the study collected data from 177 students enrolled in K-MOOC classes as an extracurriculum in the university in metropolitan area. Results indicated the following. First, the university students' satisfaction and continuous use intention on K-MOOC are higher during the semester than in vacation. Second, the perceived ease of use, usefulness, and task-technology fit influence the users'satisfaction on K-MOOC. Meanwhile, the perceived ease of use, task-technology, and user satisfaction likewise influence the users'continuous behavior intention. Hence, the study proposes that the subject matter on K-MOOC and the amount of educational content be made diversified, and the period of K-MOOC be made similar with that of the regular semester. The platform should also be stabilized, and the adequacy in mobile environment be improved. To further activate K-MOOC utilization in the university, the depth of contents and interaction between professors and students also need to be considered.