• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• KIPS Transactions on Computer and Communication Systems
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• v.10 no.12
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• pp.329-342
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• 2021

The pharmaceutical industry is experiencing a productivity crisis with a low probability of success despite a long period of time and enormous cost. As a strategy to solve the productivity crisis, the use cases of Artificial Intelligence(AI) and Bigdata are increasing worldwide and tangible results are coming out. However, domestic pharmaceutical companies are taking a wait-and-see attitude to adopt AI platform for drug research. This study proposed a research model that combines the Value-based Adoption Model and the Innovation Resistance Model to empirically study the effect of value perception and resistance factors on adopting AI Platform. As a result of empirical verification, usefulness, knowledge richness, complexity, and algorithmic opacity were found to have a significant effect on perceived values. And, usefulness, knowledge richness, algorithmic opacity, trialability, technology support infrastructure were found to have a significant effect on the innovation resistance.

• Journal of the Korea Society of Computer and Information
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• v.28 no.2
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• pp.217-225
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• 2023

The willingness of online music users to pay is the key to the protection of music copyright and the sustainable development of the industry. This paper aims to study the influencing factors of online music users' willingness to pay based on exploratory analysis. Based on the theory of customer perceived value, the unified theory of technology acceptance and use, and the theory of fan enthusiasm, the research model is constructed. Validate the obtained 583 valid data. Through analysis, I got that perceived value, interpersonal influence, fan enthusiasm, and personal payment awareness directly affect online music users' willingness to pay; practical value and hedonic value have a positive impact on perceived value, and the impact of economic cost and compilation cost has not reached a significant level; Online word-of-mouth negatively moderates the impact of perceived value on users' willingness to pay for music. Music platforms can formulate operating policies based on this.

• Information Systems Review
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• v.22 no.2
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• pp.1-24
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• 2020

Cloud computing technology is expanding its services to individual consumers through storage and applications. This study aims to compare the predisposing factors that affect the perceived value and the intention to use between users who have used or experienced services and those who have never experienced services from the perspective of benefit and sacrifice based on the value-based acceptance model. The results showed that the sacrifice factor (perceived cost) had a significant effect on perceived value and perceived value had a significant effect on intention to use, but showed a difference in perceived benefit. Perceived usefulness, ubiquity, and network effects had significant impact for experienced users' perceived value, but for inexperienced users, ubiquity did not have significant impact. In addition, usefulness was the most significant factor for experienced users while network effect was the same for inexperienced users. The results of this study suggest that consumers' intention to use personal cloud service is evaluated as a benefit and sacrifice point and a new attempt to re-examine the role of previous experience.

• Korean journal of communication and information
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• v.62
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• pp.223-243
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• 2013

Value collision takes place in the news organization at times. The concept of social responsibility has been serving as the raison d'$\hat{e}$tre not just of individual reporters but eventually of journalism in general. But when the organizational interests are at stake, more realistic values contributing to the organization often override the normative values. This phenomenon occurs since there exists a clear discrepancy between the nominally highlighted values and the virtual values of press owner or news organization. Focusing on Chosun Ilbo, this paper tries to identify the values a news organization really underlines and pursues, and explores the nature of organizational culture embedded in these values. In specific, this study analyzes such performances as ceremonies and rituals, regular or occasional, in Chosun Ilbo, since these are cultural practices which produce and circulate particular meanings and values forming the basis of organizational culture. According to this study, 'strong unity' is the core value which the owner family in Chosun Ilbo has ever been spotlighting. As long as the strong unity is stressed, the role playing as members of news organization for its interest is more highly regarded than carrying out the normative missions given unto the journalists in general.

• Journal of Technology Innovation
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• v.22 no.2
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• pp.221-245
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• 2014

In the era of fierce global competition and short product life cycle, firms have been interested in the technology valuation to improve their competitiveness. As the technology valuation may become a key issue for countries and industries, the development of technology valuation method has become increasingly important. Thus, this study aims to suggest a novel method to assess technology value by applying conjoint analysis to bibilographic information of patent. For this purpose, we firstly identified nine patent indexes categorized in three attributes - technological superiority, marketability and legal rights. Then, we collected actual data on patent transactions including their patent attributes and market prices. Based on the data, we could obtain the patent index values. Finally, we applied conjoint analysis to the prices and patent index values as a basis for technology valuation. The suggested method is expected to be an effective tool for technology valuation by using real transaction data rather than relying heavily on experts assessment.

• Information Systems Review
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• v.20 no.2
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• pp.1-19
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• 2018

In many countries, governments invest a substantial amount of budget in open government data (OGD) for governmental performance and transparency. To understand the actual performance of such policies, the governments should measure the realized value. Many organizations and researchers have attempted to assess the value of OGD. However, they have neglected a perspective of consumers who benefit from OGD. Moreover, little research has quantified the economic value. This research examines extant methods of intangible asset valuation to quantify the economic value of OGD in a citizen perspective. In consideration of the extant research methods and the characteristics of OGD, the contingent valuation method is the most appropriate because it effectively reflects various users and their purpose of use. We then conduct a survey of citizens living in Seoul, Korea and assess the economic value of OGD provided by the Seoul government. Findings show that citizens' willingness to pay (WTP) differs across respondents' prior experience, tax resistance, perceived benefit and perceived reality of virtual scenario, but it does not differ across their demographics. WTP also significantly varies across the question formats. We discuss the reliability of the results and implications for future research.

• Journal of The Korean Association of Information Education
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• v.14 no.3
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• pp.385-393
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• 2010

Elementary information education is currently provided in accordance with the 2000 ICT educational guidelines. Although the focus of education has shifted from practical use to computer science since 2005, in which way academic education should be led isn't yet clear. The purpose of this study was to examine the impacts of computer science education(CS education) by an education programming tool on school children's awareness of that education. The selected students received education about unplugged, scratch and robot programming, part of the computer science curriculum, in 12 sessions. As a result, there were significant differences between the experimental and control groups in all the variables that included attitude to computer science, interest in that, satisfaction level, self-efficacy and perception of the value of CS education. The findings of the study suggested that in CS education, the improvement of thinking faculty should take precedence over practical use of what's learned, which is expected to heighten the value of that education.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.33 no.3
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• pp.179-203
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• 2022

This study purposed to measure the economic value of repository services of the National Open Access Platform (AccessON), namely Self Archiving and Journal Repository. The value of Self Archiving was measured by applying time-saving value and the value of Journal Repositories by applying market analogy. Based on existing statistics, in-depth interviews with service beneficiaries and stakeholders, and a survey administered to 1,313 researchers, the value of Self Archiving was estimated to be 145 million won and an additional 12 million won with the OA legalization. The value of Journal Repositories was estimated to be 31.2 billion won. The total value of the repository services was 31.35 billion won over the 8-year business period. This result presented an estimated economic value of a national OA repository from the key beneficiaries' perspectives.

• Journal of Information Management
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• v.25 no.3
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• pp.1-27
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• 1994