• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.11
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• pp.701-710
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• 2018

This study aims to verify the mediating effect of perceived risk of internet shopping mall users' innovativeness on product purchase intention. Research subjects included consumers with prior experience of using internet shopping malls, and 405 respondents were used for final analysis. The major findings of the study are as follows: First, as a result of the investigation on the relationships among users' innovativeness, perceived risk, and product purchase intention, all correlation coefficients were positive. Second, consumer innovativeness was found to significantly influence perceived risk and purchase intention, and perceived risk mediated the relationship between consumer innovativeness and purchase intention. Third, when we performed sub-group analysis on the research model by dividing products into hedonic and utilitarian products, it was found that hedonic products revealed path coefficients which are statistically more significant compared with those for utilitarian products. We can draw the conclusion that in terms of internet shopping mall purchases, hedonic products exert a greater influence on the effect of consumer innovativeness on purchase intention compared to utilitarian products.

• Science of Emotion and Sensibility
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• v.24 no.3
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• pp.41-60
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• 2021

The purpose of this research was to determine whether multimodal cues in an online shopping environment could enhance tactile consumer mental imagery, purchase intentions, and attitudes towards an apparel product. One limitation of online retail is that consumers are unable to physically touch the items. However, as tactile information plays an important role in consumer decisions especially for apparel products, this study investigated the effects of multimodal cues on overcoming the lack of tactile stimuli. In experiment 1, to explore the product, the participants were randomly assigned to four conditions; picture only, video without sound, video with corresponding sound, and video with discordant sound; after which tactile mental imagery vividness, ease of imagination, attitude, and purchase intentions were measured. It was found that the video with discordant sound had the lowest average scores of all dependent variables. A within-participants design was used in experiment 2, in which all participants explored the same product in the four conditions in a random order. They were told that they were visiting four different brands on a price comparison web site. After the same variables as in experiment 1, including the need for touch, were measured, the repeated measures ANCOVA results revealed that compared to the other conditions, the video with the corresponding sound significantly enhanced tactile mental imagery vividness, attitude, and purchase intentions. However, the discordant condition had significantly lower attitudes and purchase intentions. The dual mediation analysis also revealed that the multimodal cue conditions significantly predicted attitudes and purchase intentions by sequentially mediating the imagery vividness and ease of imagination. In sum, vivid tactile mental imagery triggered using audio-visual stimuli could have a positive effect on consumer decision making by making it easier to imagine a situation where consumers could touch and use the product.

• Korean Security Journal
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• no.42
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• pp.7-36
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• 2015

This study aims at analyzing difference of social Security network, Community unity and local government trust according to socio-demographical features, exploring the relation of social Security network, Community unity and local government trust according to socio-demographical features, presenting results between each variable as a model and verifying the property of mutual ones. This study sampled general citizens in Gwangju for about 15 days Aug. 15 through Aug. 30, 2014, distributed total 450 copies using cluster random sampling, gathered 438 persons, 412 persons of whom were used for analysis. This study verified the validity and credibility of the questionnaire through an experts' meeting, preliminary test, factor analysis and credibility analysis. The credibility of questionnaire was ${\alpha}=.809{\sim}{\alpha}=.890$. The inout data were analyzed by study purpose using SPSSWIN 18.0, as statistical techniques, factor analysis, credibility analysis, correlation analysis, independent sample t verification, ANOVA, multi-regression analysis, path analysis etc. were used. the findings obtained through the above study methods are as follows. First, building a social Security network has an effect on Community institution. That is, the more activated a, the higher awareness on institution. the more activated street CCTV facilities, anti-crime design, local government Security education, the higher the stability. Second, building a social Security network has an effect on trust of local government. That is, the activated local autonomous anti-crime activity, anti-crime design. local government's Security education, police public oder service, the more increased trust of policy, service management, busines performance. Third, Community unity has an effect on trust of local government. That is, the better Community institution is achieved, the higher trust of policy. Also the stabler Community institution, the higher trust of business performance. Fourth, building a social Security network has a direct or indirect effect on Community unity and local government trust. That is, social Security network has a direct effect on trust of local government, but it has a higher effect through Community unity of parameter. Such results showed that Community unity in Gwangju Region is an important factor, which means it is an important variable mediating building a social Security network and trust of local government. To win trust of local residents, we need to prepare for various cultural events and active communication space and build a social Security network for uniting them.

• Journal of Distribution Research
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• v.13 no.3
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• pp.101-125
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• 2008

This research suggests an ideal role between franchisee and franchisee for survival and development of the Korean franchise business by identifying causal relationships between entrepreneurship of franchisees and their business performance. Besides, when considering multi-dimensional features of a franchise system, this study aims to show that the market orientation of the franchisee and the relationship commitment between franchisee and franchisee will play an important mediating role to achieve a better business performance. Thus specific causal relationships among sub-dimensional constructs of entrepreneurship and market orientations were investigated. They are innovativeness, risk-taking propensity, pro-activeness, information creation, intelligence generation, intelligence dissemination, response design, response implementation. The results demonstrate that pro-activeness of franchisee plays a crucial role for franchisee's business performance. It was noted that franchisor's market orientation and innovativeness is also important for high market orientation of franchisor. The higher the market orientation of franchisor was, the higher relationship commitment of franchisee was formed. By identifying the mediation effect of relationship commitment and market orientation of franchisor, this paper showed that relationship commitment positively affect the improvement of franchisee's business performance. Above all, it should be noted that this research empirically identified the relationship between franchisee's entrepreneurship and business performance that most of the previous researchers have ignored. Furthermore, the analysis was conducted at sub-dimensional construct level. It is expected that empirical results from this study will be able to provide a meaningful framework and theoretical basis for future research on franchise, entrepreneurship and market orientation.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.53-84
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• 2013

With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.3
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• pp.1-16
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• 2012

Under the international business circumstance, global supply chain management is considered a vital strategic challenge to small and medium-sized enterprises(SMEs) suffering from deficient resources and capabilities to exploit overseas markets comparing with large corporations. That is because they can expand their business domains into overseas markets by establishing strategic alliances with global supply chain partners. Although a wide range of previous researches have emphasized the cooperative networks in the chain, most are ignoring the importance of developing relational characteristics such as trust and reciprocity with the partners. Besides, verifying the relational factors influencing firms' export performances, some studies proposed different and inconsistent factors. According to the social capital theory, which is the social quality and networks facilitating close cooperation of inter-individual and inter-organization, provides the integrated view to identify the relational characteristics in the aspects of network, trust and reciprocal norm. Meanwhile, a number of researchers shows that global entrepreneurship is the internal and intangible resource necessary to promote SMEs' internationalization. Upon closer examination, however, they cannot explain clearly its influencing mechanism in the inter-firm cooperative relationships. This study is to verify the effect of social capital accumulated within global supply chain on SMEs' qualitative and quantitative export performance. In addition, we shed new light on global entrepreneurship expected to be concerned with the formation of social capital and the enhancement of export performances. For this purpose, the questionnaires, developed through literature review, were collected from 192 Korean SMEs affiliated in Korean Medium Industries Association and Global Chief Executive Officer's Club focusing on their memberships' international business. As a result of multi-regression analysis, the social capital - network, trust and reciprocal norm shared with global supply chain partner - as well as global entrepreneurship - innovativeness, proactiveness and risk-taking - have positive effect on SMEs' export performances. Also global entrepreneurship affects positively social capital which has mediating effect partially in the relationship between global entrepreneurship and performances. These results means that there is a structural process - global entrepreneurship(input), social capital(output), and export performances(outcome). In other words, a firm should consistently invest in and develop the social capital with global supply chain partners in order to achieve common goals, establish strategic collaborations and obtain long-term export performances. Furthermore, it is required to foster the global entrepreneurship in an organization so as to build up the social capital. More detailed practical issues and discussion are made in the conclusion.

• Journal of the Korean Society of Child Welfare
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• no.36
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• pp.165-196
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• 2011

With the increasing concerns of victimization of school violence, this paper is intended to present a pioneering study on the victims' conscientization which may result from their own experience of school violence by peers. The predominant concern of the study consists in: (1) the direct effects of individuals' perception toward violence in general, non-assertiveness, school violence experience by peers, and prosocial behavioral tendency on the individual conscientization of school violence problems; (2) the indirect effects of both individual prosocial behavioral tendency and perceptions toward violence through non-assertiveness on individual conscientization of school violence problems;(3) the sexual differences of the five latent variables(perceptions toward violence in general, non-assertiveness, prosocial behavioral tendency, school violence experience by peers, and conscientization of school violence problems; (4) the sexual differences of both direct and indirect correlates on conscientization of school violence problems. Research is based on a survey conducted with 526 adolescents (268 males and 258 females) from 16 middle schools located in different districts of the city of Pohang. In order to address the research questions, structural equation models on adolescents' conscientization of school violence are explored. A variety of tests are conducted (configural invariance, metric invariance and structural invariance, intercept invariance, critical ratio for difference test, multi-group analysis, latent mean analysis including Cohen's effect test). The major findings of the study support the significance of both direct effects and indirect effects of the four latent factors(perceptions of violence in general, non-assertiveness, prosocial behavioral tendency, school violence experience by peers). The individual prosocial behavioral tendency has a positive mediating effect on the enhancement of individual conscientization toward school violence problems. However, we fail to find the direct positive effect of individual violence experience on the conscientization of school violence problems. In conclusion, a range of practical implications for social workers and other related professionals who are engaged in helping out the adolescents with school violence by peers are suggested based on the study findings.