• Asia pacific journal of information systems
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• v.18 no.1
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• pp.25-51
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• 2008

Researchers have been continuously interested in the adoption of information technology (IT) since it is of great importance to the information systems success and it is also an important stage to the success. Adoption alone, however, does not ensure information systems success because it does not necessarily lead to achieving organizational or individual objectives. When an organization or an individual decide to adopt certain information technologies, they have objectives to accomplish by using those technologies. Adoption itself is not the ultimate goal. The period after adoption is when users continue to use IT and intended objectives can be accomplished. Therefore, continued IT use in the post-adoption period accounts more for the accomplishment of the objectives and thus information systems success. Previous studies also suggest that continued IT use in the post-adoption period is one of the important factors to improve long-term productivity. Despite the importance there are few empirical studies focusing on the user behavior of continued IT use in the post-adoption period. User behavior in the post-adoption period is different from that in the pre-adoption period. According to the technology acceptance model, which explains well about the IT adoption, users decide to adopt IT assessing the usefulness and the ease of use. After adoption, users are exposed to new experiences and they shape new beliefs different from the thoughts they had before. Users come to make decisions based on their experiences of IT use whether they will continue to use it or not. Most theories about the user behaviors in the pre-adoption period are limited in describing them after adoption since they do not consider user's experiences of using the adopted IT and the beliefs formed by those experiences. Therefore, in this study, we explore user's experiences and beliefs in the post-adoption period and examine how they affect user's intention to continue to use IT. Through deep literature reviews on the construction of subjective beliefs by experiences, we draw three meaningful constructs which theoretically have great impacts on the continued use of IT: perceived habit, confirmation, and computer self-efficacy. Then, we examine the role of the subjective beliefs on the cognitive/affective attitudes and intention to continue to use that IT. We set up a research model and conducted survey research. Since IT use implies interactions among a user, IT, and a task, we carefully selected the sample of users using same/similar IT to perform same/similar tasks, to exclude unwanted influences of other factors than subjective beliefs on the IT use. We also considered that the sample of users were able to make decisions to continue to use IT volitionally or at least quasi-volitionally. For each construct, we used measurement items recognized for reliability and widely used in the previous research. We slightly modified some items proper to the research context and a pilot test was carried out for forty users of a portal service in a university. We performed a full-scale survey after verifying the reliability of the measurement. The results show that the intention to continue to use IT is strongly influenced by cognitive/affective attitudes, perceived habits, and computer self-efficacy. Confirmation affects the intention to continue indirectly through cognitive/affective attitudes. All the constructs representing the subjective beliefs built by the experiences of IT use have direct and/or indirect impacts on the intention of users. The results also show that the attitudes in the post-adoption period are formed, at least partly, by the experiences of IT use and newly shaped beliefs after adoption. The findings suggest that subjective beliefs built by the experiences have deep impacts on the continued use. The results of the study signify that while experiencing IT in the post-adoption period users form new beliefs, attitudes, and intentions which may be different from those of the pre-adoption period. The results of this study partly demonstrate that the beliefs shaped by the behaviors, those are the experiences of IT use, influence users' attitudes and intention. The results also suggest that behaviors (experiences) also change attitudes while attitudes shape behaviors. If we combine the findings of this study with the results of the previous research on IT adoption, we can propose a cycle of IT adoption and use where behavior shapes attitude, the attitude forms new behavior, and that behavior shapes new attitude. Different from the previous research, the study focused on the user experience after IT adoption and empirically demonstrated the strong influence of the subjective beliefs formed in the post-adoption period on the continued use. This partly confirms the differences between attitudes in the pre-adoption and in the post-adoption period. Users continuously change their attitudes and intentions while experiencing (using) IT. Therefore, to make users adopt IT and to make them use IT after adoption is a different problem. To encourage users to use IT after adoption, experiential variables such as perceived habit, confirmation, and computer self-efficacy should be managed properly.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

• Journal of the Korean Society for Aeronautical & Space Sciences
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• v.38 no.12
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• pp.1170-1176
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• 2010

This study addresses adaptive control of UAVs(Unmanned Aerial Vehicles) pitch-axis maneuver. The MRAC(Model Referenced Adaptive Control) approach is employed to accommodate uncertainties which are introduced by feedback linearization of pitch attitude control by elevator input. The model uncertainty is handled by adaptation laws which update model parameters while the UAV is under control by the feedback control law. Steady-state pitch attitude achieved by the stabilizing control law is derived to provide insight on the closed-loop behavior of the controlled system. The proposed idea is free of linearization, gain-scheduling procedures, so that one can design high maneuverability of UAVs for pitching motion in the presence of significant model uncertainty.

• Journal of the Korean Society of School Health
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• v.6 no.1
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• pp.69-77
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• 1993

The purpose of this study is to obtain some basic data necessary for more effective health education by questionnaire survey on the knowledge, attitude and preventive health behavior. The questionnaire forms were delivered to 500 university students in seoul during periods from 24 to 28, september, from 7 to 19, October, 1991. The result of this study can be summarized as follows: 1) Washing hands after using toilet has relationship to sex (fece: $X^2=51.55$, urine: $X^2=36.25$, p<0.05). Index of female was higher than that of male. 2) Tooth brushing has relationship to sex ($X^2=13.28$, p<0.05). The tendency of practice of male and female was similar. 3) Changing of underwear 1~3 days were the highest and it has relationship to sex ($X^2=162.846$, p<0.05), birth place ($X^2=97.18$, p<0.05). Index of female was higher than that of male. 4) Bathing has relationship to sex ($X^2=80.92$, p<0.05). birth place ($X^2=54.18$, p<0.05, pocket money ($X^2=33.04$, p<0.05). 5) The attitude on occurrence of epidemic disease has relationship to sex ($X^2=70.33$, p<0.05). A female was more senstive than male. 6) In case of slight disease, a cold, illness from fatigue, the utilization of drug store was higher. The utilization of medical center according to disease has relationship to sex ($X^2=69.84$, p<0.05). 7) Medical behaviorism has relationship to school year ($X^2=35.18$, p<0.05), sex ($X^2=42.18$, p<0.05). 8) The utilization of school health center has relationship to sex ($X^2=10.73$, p<0.05), the school year ($X^2=72.09$, p<0.05), the pocket money ($X^2=38.80$, p<0.05). 9) The experience of health education has relationship to school year ($X^2=10.96$, p<0.05). No experence is 95.4%. 10) The subject for health-medical knowledge is necessary. The need for subject has relationship to sex ($X^2=10.86$, p<0.05).

• Korean Journal of Health Education and Promotion
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• v.20 no.1
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• pp.41-60
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• 2003

This study, performed to analyze the factors associated with health and cancer screening using preventive programs form health insurance among the women of a community, through a survey of about 923 women in Euijungbu-city. The subjects of the study were selected by a proportional cluster sampling method. The self-reported questionnaire was intended to fine factors associated with health screening and cancer screening. The results of this study were as follows: 1. In the case of health screening using health insurance, 14.1% of the subjects turned out to have been screened once or more in their respective life-time. Reasons given for non-participation in the screening were : 'lacking screening information', a belief that' it's not useful' and a belief that they' weren't sick'. 2. The factors associated with health screening behavior were age, educational level, number of doctor visits, BMI and health promotion behavior(p<0.01, p<0.05). Also, the factors associated with health screening behavior were cue to action and health status, and the predictors on health screening behavior were age and health promotion behavior(p<0.01, p<0.05). 3. In the case of cancer screening through the health insurance, 7.4% of the subjects turned out to have been screened once or more respectively in their life-times. Reasons given for non-participation in the screening were : 'lacking screening information', a belief they 'weren't sick' and that it's not useful'. 4. The factors associated with cancer screening behavior were age, educational level, income, alcholol intake, exercise, number of doctor visits and BMI(p<0.01, p<0.05). Aditional factors associated with cancer screening behavior were cue to action, health belief score and health status. Predictors for cancer screening behavior were: age, health belief score, screening attitude and health status(p<0.01, p<0.05). As indicated by the above results, a lack of information was an important factor for a lack of participation in screening. Age and cue to action were also important factors in promoting the cancer screening rate. Therefore, a dissemination of information about cancer screening contributes to the promotion of a screening rate, and cooperation between health insurance and local health cancer facilitates to be public the community-based cancer screening program.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.487-510
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• 2019

The purpose of this study is to examine the impact of Ethical Leadership on job engagement, organizational commitment and unethical pro-organizational behavior and to analyze the dual mediation effect of job engagement and organizational commitment. We used 565 questionnaires collected by members in domestic companies. The result of the analyses are as follows: First, Ethical Leadership has no positive effect on unethical pro-organizational behavior. Second, in the relationship between Ethical Leadership and unethical pro-organizational behavior, job engagement does not play a mediating role, but organizational commitment plays a mediating role. Third, in the relationship between Ethical Leadership and unethical pro-organizational behavior, job engagement and organizational commitment play a dual mediating role. The theoretical implication is that this study once again confirmed the behavior patterns such as cognition, emotion, attitude and behavior of members in the organization. In addition, this study can contribute to theoretical expansion by explaining that these behavior patterns are identified by social exchange theory. The practical implication is that this study confirmed that members in the actual management field are willing to perform unethical pro-organizational behavior in order to achieve the organization's goal efficiently and effectively. Therefore, it is suggested that active efforts should be made to recognize these negative influences and possibilities at the organization level and to create a clean and fair organizational culture and environment that everyone can recognize at the social level.

• Journal of Korean society of Dental Hygiene
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• v.13 no.1
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• pp.61-68
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• 2013

Objectives : The purpose of this research is to identify the effect of Dental Hygienic students' level of satisfaction towards their major and sense of career exploration efficacy on their career exploration behavior so that the key findings of this research will help the university students to explore career related to their major and to assume rational attitude towards their career path. Methods : The study was conducted targeting 450 university students who are studying in the Department of Dental Hygienic at the four universities located in Daegu, Gyeongsangbuk-do and Chungcheongbuk-do. Data collection was carried out using the self-administered questions based on the use of structured survey questionnaire, and analysis was conducted using frequency analysis, descriptive statistics, ANOVA, correlation analysis, and multiple regression analysis. Results : 1. Total grade of the Dental Hygienic students' level of satisfaction towards their major was $3.36{\pm}.49$ points, while total grade of the sense of career exploration efficacy was $3.06{\pm}.46$ points. In case of the career exploration behavior, the total grade was $2.76{\pm}.53$ points. 2. In case of the level of satisfaction towards their major, there was a significant difference depending on the class, grade and motivation for admission. As for the sense of career exploration efficacy and career exploration behavior, there was a significant difference depending on grade. 3. Sense of career exploration efficacy and career exploration behavior demonstrated level of satisfaction towards their major manifested positive correlation. Sense of career exploration efficacy manifested positive correlation career exploration behavior. 4. As for the elements that affect Dental Hygienic students' career exploration behavior, they were level of satisfaction towards their major and sense of career exploration efficacy, and the explanatory power was 19.0%. Conclusions : It should be necessary to study the elements that affect Dental Hygienic students' career exploration behavior in greater depth using diverse methods and information in order to increase sense of career exploration efficacy so that the individual Dental Hygienic students can engage in detailed career exploration behavior for the sake of their career path.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.245-276
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• 2008

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

• Information Systems Review
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• v.18 no.3
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• pp.209-233
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• 2016

Internet companies that utilize social network have increased in number. The introduction of diverse social media services facilitated innovative changes in e-business. Social network service (SNS), which is a domain of social media, is a web-based service designed to strengthen human relations in the Internet and build new social relations. The remarkable growth of social network services and the profit generation and perception of this service are the new growth engines of this digital age. Given this development, many global IT companies views SNS as the most powerful form of social media. Thus, they invest efforts to develop business models using SNS.2) This study verifies the impact of privacy exposure in SNS as a result of privacy invasion. This study examines the purpose of using the SNS and user's awareness of the significance of personal information, which are key factors that affect self-disclosure of personal information. This study utilizes theory of reasoned action (TRA) to provide a theoretical platform that describes the specific behavior and emotional response of individuals. This study presents a research model that considers negative attitude (negatude). In this model, self-disclosure in SNS is considered a TRA. TRA is a subjective norm, a behavioral intention, and a key variable of exposure behavior. A survey was conducted on college students at Y university in Seoul to empirically verify the research model. The students have experiences in using SNS. A total of 198 samples were collected. Path analysis was applied to analyze the relations of factors. The results of path analysis show the statistically insignificant impact of privacy invasion on negatude, subjective norm, behavioral intention, and exposure behavior. The impact of unrecognized privacy invasion was also considered insignificant. The impacts of intention to use SNS on negatude, subjective norm, behavioral intention, and exposure behavior was significant. A significant impact was also found for the significance of personal information on subjective norm, behavioral intention, and exposure behavior, whereas the impact on negatude was insignificant. The impact of subjective norm on behavioral intention was significant. Lastly, the impact of behavioral intention on exposure behavior was insignificant. These findings are significant because the study examined the process of self-disclosure by integrating psychological and social factors based on theoretical discussion.

• Korean Journal of Health Education and Promotion
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• v.26 no.3
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• pp.63-74
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• 2009

This study was aimed to assess the degree of addiction on computer games and find factors related to game addiction, health perception and health promoting behavior in elementary school students. A study subjects were 814 students in 5th and 6th grades at 4 elementary schools in a city and a county. The items in questionnaire was consisted of general characteristics, circumstances and habits related to utilization of computer and internet game playing, and degree of addiction, health perception and health promoting behavior. We analyzed data using chi-square test, t-test, ANOVA, and multiple regression analysis. In multiple regression analysis, addictiveness on internet game was significantly related to type of computer utilization, frequency and duration of internet game playing, gender, after-school activities, grade points, economical status, and location of computer in a house. Health perception was significantly related to addiction points, gender, residential area, and grade points. And health promoting behavior was significantly related to addiction points, grade level, grade points, and health perception points. Since health promoting behaviors of children in elementary school are in the way of making, their degree of addiction to computer games can greatly influence their attitude towards health and their future life pattern as adults. Therefore an educational prevention program including counselling on game addiction should be devised. And researches will be needed for developing the Korean standard for measuring degree of addiction and a prevention program for peer group's game addiction.