• Journal of Practical Engineering Education
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• v.12 no.2
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• pp.265-273
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• 2020

In this paper, to design a basic data science practice curriculum as a liberal arts subject for non-majors, we proposed an educational method using an Excel(spreadsheet) data analysis tool. Tools for data collection, data processing, and data analysis include Excel, R, Python, and Structured Query Language (SQL). When it comes to practicing data science, R, Python and SQL need to understand programming languages and data structures together. On the other hand, the Excel tool is a data analysis tool familiar to the general public, and it does not have the burden of learning a programming language. And if you practice basic data science practice with Excel, you have the advantage of being able to concentrate on acquiring data science content. In this paper, a basic data science practice curriculum for one semester and weekly Excel practice contents were proposed. And, to demonstrate the substance of the educational content, examples of Linear Regression Analysis were presented using Excel data analysis tools.

• Journal of Distribution Science
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• v.20 no.8
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• pp.93-103
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• 2022

Purpose: Online shopping festivals have quickly become the newest trend in online shopping worldwide due to the COVID-19 pandemic. This has led to marketing distribution channels that traditionally emphasized traditional techniques having turned to electronic commerce platforms. Although the pandemic scenario encourages online purchasing, other factors, such as the influence of participation intention to shop during the Online Shopping Festival, must also be considered. Research design, data and methodology: Multiple linear regression analysis was used to test the hypothesis based on data from 121 respondents who are actively involved with online shopping activities in Klang Valley, Selangor. Results: The results of this study show that promotion categories and the perceived influence of mass participation have a significant influence on participation intention. Meanwhile, the perceived temptation of price promotion and perceived fun promotional activities did not significantly influence participation intention. Conclusions: Theoretically, this study contributes to the literature by using the Theory of Planned Behavior and Stimulus-Response models to explain the factors that drive participation intention for online shopping. In practice, this study attracts and encourages customers to shop during the festival day because various attractive promotions are offered by sellers in Malaysia.

• The Korean Journal of Franchise Management
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• v.13 no.4
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• pp.13-22
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• 2022

Purpose: Brand hearsay refers to information that can be acquired from advertisement, media publicity, and word-of-mouth prior to experiencing products or services of brands. Previous information about brands obtained through brand hearsay affects consumer behavior in choosing brands. Moreover, brand hearsay is an effective communication method in promoting brands to consumers. Thus, bakery franchises need to improve strengths and differentiate characteristics of their brand, thereby attracting more consumers. Therefore, this study investigates relationships the effect of brand hearsay on consumers' brand attitude and brand loyalty in the context of franchised bakery brands. Research design, data, and methodology: A research model was proposed to examine structural relationships between brand hearsay (advertising, publicity, word-of-mouth), brand attitude, and brand loyalty. An online survey was conducted to consumers who had an experience of visiting a franchise bakery. A total of 513 responses were used for data analysis. SPSS 22.0 was used for analyzing general demographics, and SmartPLS 4.0 was used to test validity and reliability of the proposed model. Result: Among attributes of brand hearsay, advertisement and word-of-mouth had positively significant effects on brand attitude, but no significant effect was found between publicity and attitude. Advertisement had a positively significant impact on brand loyalty, while publicity had a negative effect on brand loyalty opposite to hypothesis. Moreover, brand attitude had a statistically significant effect on brand loyalty. Conclusions: In the context of franchise bakeries, brand hearsay contents may change consumers' attitude toward brands but does not increase brand loyalty. Though media publicity does not affect consumers' attitude toward brands, it may decrease brand loyalty when consumers are too exposed to it. In addition, it is necessary to enhance brand attitude to increase brand loyalty of customers. This study provides bakery franchisors and franchisees information about which type of brand hearsay (e.g., advertisement, word-of-mouth, media, publicity) is effective in enhancing brand attitudes and loyalty of consumers. Further studies may include other variables (e.g., trust) in addition to attitude and loyalty, or compare findings based on brand characteristics (e.g., low-to-medium/high prices, store size).

• Journal of Information Technology Services
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• v.21 no.4
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• pp.27-61
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• 2022

In order to improve project performance by analyzing the effects of the project manager's leadership competency and the individual competency of the project participants on the project performance, this study examines the effect. In this study, a research model and hypothesis were established to understand the causal relationship between leadership competency, individual competency, and project performance, and a survey was conducted based on this. Overall, it was found that the leadership competency of the project manager and the individual competency of the project participants had a positive effect on the project management performance, the project leadership competency had a positive effect on the completion performance, and the project participant individual competency had a negative effect on the completion performance. As a result of analyzing the effect of the project manager's core competency on the project management performance according to the amount or period of the project type, which is the moderating variable, it was found that there was no moderating effect on the management performance. For the success of the SI project, it is most important to understand the project characteristics well and select a PM suitable for the characteristics, and methods for nurturing excellent project managers should be further studied. In addition, it is expected that it will be possible to identify the effect of project manager leadership competency and participant competency on project performance based on sophisticated research design for more competent PM selection.

• The Korean Journal of Franchise Management
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• v.13 no.3
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• pp.45-55
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• 2022

Purpose: Consumers' experience of functional attributes is remembered, and the experience lowers the cost of consumers' input from their point of view and reduces uncertainty. It also plays an important role in consumers' positive emotions and responses. Accordingly, if information search costs are reduced in terms of the costs perceived by consumers about restaurants, a strategy differentiated from other companies can be established. Therefore, this study investigated the effect of functional congruence of restaurant stores on information search cost reduction, positive/negative emotions, and loyalty. Research Design, Data, and Methodology: This study investigated functional congruence, information search cost reduction, and positive/negative emotions. The structural relationship between loyalty was analyzed. To verify this, a research hypothesis was established based on previous studies and a research model was constructed. The questionnaire items were modified and used according to the current study, based on previous studies. The data were collected using the questionnaire method from 187 people who had dining out experience. Frequency analysis was performed to confirm demographic characteristics. Reliability, convergent validity, and discriminant validity of the collected data were verified. The research model was analyzed with a structural equation modeling (SmartPLS 4). Results: The findings show that functional congruence had significant positive effects on information search cost reduction and positive emotion, but no significant effect on negative emotion. Information search cost reduction had significant positive effects on positive emotion/negative emotion but did not significantly affect loyalty. Lastly, both positive and negative emotions had significant positive effects on loyalty. Conclusion: Based on transaction cost theory, this study found how functional congruence and information search cost reduction influence consumers' emotions. The functional attributes of restaurants were perceived by customers as information, thus uncertainty was decreased. Finally, appropriate management strategies and implications of functional congruence and information search cost in the restaurant were suggested.

• Journal of Broadcast Engineering
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• v.27 no.5
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• pp.694-702
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• 2022

This paper is the UX-based technology strategy research which is a solution to how conversational AI can be ethically evolved in the Metaverse environment. Since conversational AI influences people's on-offline decision-making factors through interaction with people, the Metaverse AI ethics must be reflected. In the machine learning process of conversational AI, cultural codes along with user's personal experience data must be included and considered to reduce the error value of user experience. Through this, the super-personalized Metaverse service can evolve ethically with social values. With above hypothesis as a result of the study, a conceptual model of a forward-looking perspective was developed and proposed by adding user experience data to the machine learning (ML) process for context-based interactive AI in the Metaverse service environment.

• Journal of Korea Trade
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• v.25 no.2
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• pp.95-110
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• 2021

Purpose - This paper intends to conduct theoretical analysis and empirical test on the action mechanism of South Korea-China trade and South Korea's FDI to China on green total factor productivity, so as to provide a new perspective and ideas for the improvement of China's green total factor productivity and promote the high-quality development of China's economy Design/methodology - This paper uses the data of 30 provinces, autonomous regions and municipalities in China from 2004 to 2017 as the research sample, adopts the GML index method of SBM Directional Distance Function to measure GTFP, and analyzes the influence of South Korea-China trade and FDI from South Korea on China's GTFP. Findings - Trade is conducive to promoting technological progress, which has a significant promotion effect on China's green total factor productivity. While FDI has a significant inhibitory effect on China's green total factor productivity, which verifies the "pollution haven" hypothesis. In addition, such influence has certain regional overall heterogeneity. Trade has a more significant promoting effect on GTFP in eastern coastal areas, while FDI has a more significant inhibitory effect on GTFP in central and western inland areas. The interaction between trade and FDI is conducive to the improvement of green total factor productivity, indicating that the benign mechanism of trade and FDI has been formed. Urbanization, industrial structure, human resource level and investment in science and technology are all conducive to the improvement of GTFP. Originality/value - Through theoretical analysis and empirical test on the action mechanism of South Korea-China trade and South Korea's FDI on green total factor productivity, this paper provides a solid theoretical foundation for the further development of China-South Korea economic and trade cooperation in the future.

• Journal of Korea Trade
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• v.24 no.6
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• pp.173-193
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• 2020

Purpose - This study aims to examine the effect of entrepreneurship of start-ups on export performance when the business closure rate is higher than business start-up rate in Korea. Thus, this study analyzes various factors for start-ups established within the past seven years and uses export performance as an indicator. Prior to analysis of factors, the study defines the concepts of start-up factors based on various studies. Design/methodology - In order to analyze the export performance of startups, this study conducted an empirical analysis using statistical analysis. Theories were established based on previous studies, and hypotheses and research models were designed based on the established theories. Subsequently, in order to verify the research hypothesis and research model, factor analysis such as validity and reliability, and structural equation modeling were analyzed. Findings - As a result of analysis based on previous studies, we found that there is a difference between theoretical and practical aspects. Whereas previous studies showed that market orientation, technology orientation, and social capital have a direct impact on export performance, the present study analyzed that there is no such impact, and that technology capabilities were important as a result of the unique traits of start-ups. Originality/value - Existing studies have limitations in understanding the overall characteristics of a company by using market orientation, technology orientation, and social capital as individual independent variables. In addition, the existing researches have been analyzed in relation to corporate performance, whereas this study has been limited to export performance, so it can be regarded as different from other studies.

• Journal of Korea Trade
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• v.24 no.8
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• pp.121-132
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• 2020

Purpose - The principle aim of this study is to further investigate the relationship between market diversity and export performance. We examine the benefits and costs of geographic market diversity regarding the number of countries exported to by firms on their export performance. Based on the financial risk reduction model and the entry costs model, we propose a way to incorporate the costs and benefits aspects of market diversity. Design/methodology - To empirically investigate our research question, the curvilinear relationship between market diversity and export performance, we built a secondary panel data set between 2015 and 2019, containing 17,863 observations of Korean exporting companies. A generalized least squares panel estimator with fixed effects was employed to test the hypothesis, and the statistical package, Stata 14, was used. Findings - Our main findings are as follows: As market diversity increases, export performance increases because exporters can diversify and reduce financial risks in export markets. However, the relationship between the two does not grow. As it peaks, the entry costs increase due to the high market diversity, thereby outweighing the benefits, leading, eventually to decrease in the export performance. Consequently, there is an inverted U-shaped relationship between market diversity and export performance. Originality/value - In the export and trade literature, the impact of market diversity on export performance has not been addressed yet, despite the importance of this subject. Many scholars have assumed a positive linear relationship between the two, considering only the decrease in market risks as the number of overseas markets increases, without examining the increase in the entry and management costs. Therefore, our study contributes by providing a new perspective for analyzing the characteristics and outcomes of market diversity.

• Journal of Korea Port Economic Association
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• v.38 no.1
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• pp.87-100
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• 2022

This study analyzed overseas market performance factors, focusing on the use of smart logistics platforms by companies entering overseas markets. Research design, data, methodology : Nine hypotheses were established among four potential variables, including the use of a smart logistics platform. An empirical analysis was carried out targeting 175 companies entering the overseas market, and hypothesis testing was performed using a structural equation model. As a result of the analysis, it was possible to confirm the mediating effect of the use of the smart logistics platform, and the effect of the supply chain orientation and the logistics service network was confirmed. In this study, it was confirmed that the use of a smart logistics platform mediates the effect of supply chain orientation on the logistics service network. In this regard, it was pointed out that it is necessary to increase the ability to utilize the smart logistics platform.