• Management & Information Systems Review
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• v.32 no.5
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• pp.193-231
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• 2013

As developed IT, Word-of-Mouth(WOM) used varied terms as buzz marketing and viral marketing, and impressed that importance. Despite introduced new marketing tool on managers and professionals, online word-of-mouth including SNS lack of study on social network what based viral in marketing. In social network, patterns of relationship between individuals influence each other individual behaviors. Therefore this research grouped friendship-network and advice-network by characteristics, studied on trust of information source that antecedents of word-of-mouth in network. This study examined that affect- and cognition based trust affect WOM acceptance as WOM behaviors and examined effect of type of product as moderating variable. Additional this literature studied that WOM acceptance affect WOM recommend. To find the Influence of Trust on Word-of-Mouth Behaviors, a survey has done 206 samples(undergraduate students). The results of this study are as following : First, type of trust different friendship network and advice network. Affect-based trust is outstanding in friendship network than in advice network, while cognition-based trust stands out in advice network than another. Second, affect- and cognition based trust positive affect WOM acceptance. Contrary to expectations, what is preconceived trust in network have a similar effect for WOM acceptance regardless of type of trust. Third, WOM acceptance positive affect WOM recommend. Fourth, affect based trust affect WOM acceptance of hedonic product rather than utilitarian product. Upon especially in friendship network terms, affect-based trust has a more effect on WOM acceptance than cognition-based trust. This study has many implications. First, it is important that trust what have an influence WOM acceptance grouped affect- and cognition based trust. Second, it confirmed that trust is antecedents of positive WOM. Third, it is important that network grouped friendship network and advice-network by trust. Fourth, it gave managerial implications that they have to supply WOM through which network by type of product. We This study classified network and trust based on previous study. Then it examined relations between WOM behaviors. Further research could do enrich various things for example various age group, valence of message, quality of information.

• Management & Information Systems Review
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• v.35 no.4
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• pp.99-122
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• 2016

The social networking services (SNSs) have become popular among smartphone users, and one of the most popular services. In order to explain users' motivations toward SNS, this study considers uses and gratification theory which can explain individuals' motivations to select certain media channels. The purposes of this study is to investigate the relationships between motivations and addiction of SNS, and between addiction of SNS and decline in the subjective wellbeing. We examine moderating effects of social tie based on the social capital theory in the relationships between SNS addiction and decline in the subjective wellbeing. The motivations of SNS are subdivided into emotional motive (entertainment and fantasy) and cognitive motive (information share burden and challenge burden) based on the use and gratifications theory. The addiction of SNS is subdivided into time tolerance, withdrawal symptoms, interruption, and barrier of living. The data used in this study were collected from 286 SNS users through surveys. The data analysis in this study was performed using AMOS 17.0, and we used SEM(Structural Equation Modeling) methods in order to test the research model. The result shows that the emotional motive(entertainment and fantasy) and cognitive motive(information share burden and challenge burden) have an effect on the addiction of SNS. Especially emotional motive such as entertainment and users' fantasy toward SNS is an important factor that can cause SNS addiction. The addiction of SNS such as time tolerance, withdrawal symptoms, interruption, and barrier of living has an effect on the decline in the subjective wellbeing. Our result show that social tie partially moderates the relationship SNS addiction and decline in the subjective wellbeing. In addition, social tie between interruption of SNS and decline in the subjective wellbeing is an important moderating factor. The results focuses on the understanding toward relationship between SNS addiction based on the online and decline in the subjective wellbeing in the real world. The findings of this study also provides theoretical as well as practical implications which reflect the major features of SNS, and moderating effects of social tie based on the social capital.

• Journal of Intelligence and Information Systems
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• v.21 no.1
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• pp.119-142
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• 2015

With the explosive growth in the volume of information, Internet users are experiencing considerable difficulties in obtaining necessary information online. Against this backdrop, ever-greater importance is being placed on a recommender system that provides information catered to user preferences and tastes in an attempt to address issues associated with information overload. To this end, a number of techniques have been proposed, including content-based filtering (CBF), demographic filtering (DF) and collaborative filtering (CF). Among them, CBF and DF require external information and thus cannot be applied to a variety of domains. CF, on the other hand, is widely used since it is relatively free from the domain constraint. The CF technique is broadly classified into memory-based CF, model-based CF and hybrid CF. Model-based CF addresses the drawbacks of CF by considering the Bayesian model, clustering model or dependency network model. This filtering technique not only improves the sparsity and scalability issues but also boosts predictive performance. However, it involves expensive model-building and results in a tradeoff between performance and scalability. Such tradeoff is attributed to reduced coverage, which is a type of sparsity issues. In addition, expensive model-building may lead to performance instability since changes in the domain environment cannot be immediately incorporated into the model due to high costs involved. Cumulative changes in the domain environment that have failed to be reflected eventually undermine system performance. This study incorporates the Markov model of transition probabilities and the concept of fuzzy clustering with CBCF to propose predictive clustering-based CF (PCCF) that solves the issues of reduced coverage and of unstable performance. The method improves performance instability by tracking the changes in user preferences and bridging the gap between the static model and dynamic users. Furthermore, the issue of reduced coverage also improves by expanding the coverage based on transition probabilities and clustering probabilities. The proposed method consists of four processes. First, user preferences are normalized in preference clustering. Second, changes in user preferences are detected from review score entries during preference transition detection. Third, user propensities are normalized using patterns of changes (propensities) in user preferences in propensity clustering. Lastly, the preference prediction model is developed to predict user preferences for items during preference prediction. The proposed method has been validated by testing the robustness of performance instability and scalability-performance tradeoff. The initial test compared and analyzed the performance of individual recommender systems each enabled by IBCF, CBCF, ICFEC and PCCF under an environment where data sparsity had been minimized. The following test adjusted the optimal number of clusters in CBCF, ICFEC and PCCF for a comparative analysis of subsequent changes in the system performance. The test results revealed that the suggested method produced insignificant improvement in performance in comparison with the existing techniques. In addition, it failed to achieve significant improvement in the standard deviation that indicates the degree of data fluctuation. Notwithstanding, it resulted in marked improvement over the existing techniques in terms of range that indicates the level of performance fluctuation. The level of performance fluctuation before and after the model generation improved by 51.31% in the initial test. Then in the following test, there has been 36.05% improvement in the level of performance fluctuation driven by the changes in the number of clusters. This signifies that the proposed method, despite the slight performance improvement, clearly offers better performance stability compared to the existing techniques. Further research on this study will be directed toward enhancing the recommendation performance that failed to demonstrate significant improvement over the existing techniques. The future research will consider the introduction of a high-dimensional parameter-free clustering algorithm or deep learning-based model in order to improve performance in recommendations.

• Journal of Intelligence and Information Systems
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• v.21 no.3
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• pp.19-36
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• 2015

Social media is an emerging issue in content services and in current business environment. YouTube is the most representative social media service in the world. YouTube is different from other conventional content services in its open user participation and contents creation methods. To promote a content in YouTube, it is important to understand the diffusion phenomena of contents and the network structural characteristics. Most previous studies analyzed impact factors of contents diffusion from the view point of general behavioral factors. Currently some researchers use network structure factors. However, these two approaches have been used separately. However this study tries to analyze the general impact factors on the view count and content based network structures all together. In addition, when building a content based network, this study forms the network structure by analyzing user comments on 22,370 contents of YouTube not based on the individual user based network. From this study, we re-proved statistically the causal relations between view count and not only general factors but also network factors. Moreover by analyzing this integrated research model, we found that these factors affect the view count of YouTube according to the following order; Uploader Followers, Video Age, Betweenness Centrality, Comments, Closeness Centrality, Clustering Coefficient and Rating. However Degree Centrality and Eigenvector Centrality affect the view count negatively. From this research some strategic points for the utilizing of contents diffusion are as followings. First, it is needed to manage general factors such as the number of uploader followers or subscribers, the video age, the number of comments, average rating points, and etc. The impact of average rating points is not so much important as we thought before. However, it is needed to increase the number of uploader followers strategically and sustain the contents in the service as long as possible. Second, we need to pay attention to the impacts of betweenness centrality and closeness centrality among other network factors. Users seems to search the related subject or similar contents after watching a content. It is needed to shorten the distance between other popular contents in the service. Namely, this study showed that it is beneficial for increasing view counts by decreasing the number of search attempts and increasing similarity with many other contents. This is consistent with the result of the clustering coefficient impact analysis. Third, it is important to notice the negative impact of degree centrality and eigenvector centrality on the view count. If the number of connections with other contents is too much increased it means there are many similar contents and eventually it might distribute the view counts. Moreover, too high eigenvector centrality means that there are connections with popular contents around the content, and it might lose the view count because of the impact of the popular contents. It would be better to avoid connections with too powerful popular contents. From this study we analyzed the phenomenon and verified diffusion factors of Youtube contents by using an integrated model consisting of general factors and network structure factors. From the viewpoints of social contribution, this study might provide useful information to music or movie industry or other contents vendors for their effective contents services. This research provides basic schemes that can be applied strategically in online contents marketing. One of the limitations of this study is that this study formed a contents based network for the network structure analysis. It might be an indirect method to see the content network structure. We can use more various methods to establish direct content network. Further researches include more detailed researches like an analysis according to the types of contents or domains or characteristics of the contents or users, and etc.

• Asia pacific journal of information systems
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• v.23 no.2
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• pp.1-20
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• 2013

Social commerce has been gaining explosive popularity, with typical examples of the model such as Groupon and Level Up. Both local business owners and consumers can benefit from this new e-commerce model. Local business owners have a chance to access potential customers and promote their products in a way that could not have otherwise been easily possible, and consumers can enjoy discounted offerings. However, questions have been increasingly raised about the value and future of the social commerce model. A recent survey shows that about a third of 324 business owners who ran a daily-deal promotion in Groupon went behind. Furthermore, more than half of the surveyed merchants did not express enthusiasm about running the promotion again. The same goes for the case in Korea, where more than half of the surveyed clients reported no significant change or even decrease in profits compared to before the use of social commerce model. Why do local business owners fail to exploit the benefits from the promotions and advertisements through the social commerce model and to make profits? Without answering this question, the model would fall under suspicion and even its sustainability might be challenged. This study aims to look into problems in the current social commerce transactions and provide implications for the social commerce model, so that the model would get a foothold for next growth. Drawing on justice theory, this study develops theoretical arguments for the effects of transaction characteristics on consumers' distributive justice and purchase intention in the social commerce. Specifically, this study focuses on two characteristics of social commerce transactions-the discount rate and the purchase rate of products-and investigates their effects on consumers' perception of distributive justice for discounted transactions in the social commerce and their perception of distributive justice for regular-priced transactions. This study also examines the relationship between distributive justice and purchase intention. We conducted an online experiment and gathered data from 115 participants to test the hypotheses. Each participant was randomly assigned to one of nine manipulated scenarios of social commerce transactions, which were generated based on the combination of three levels of purchase rate (high, medium, and low) and three levels of discount rate (high, medium, and low). We conducted MANOVA and post-hoc ANOVA to test hypotheses about the relationships between the transaction characteristics (purchase rate and discount rate) and distributive justice for each of the discounted transaction and the regular-priced transaction. We also employed a PLS analysis to test relations between distributive justice and purchase intentions. Analysis results show that a higher discount rate increases distributive justice for the discounted transaction but decreases distributive justice for the regular-priced transaction. This, coupled with the result that distributive justice for each type of transaction has a positive effect on the corresponding purchase intention, implies that a large discount in the social commerce may be helpful for attracting consumers, but harmful to the business after the promotion. However, further examination reveals curvilinear effects of the discount rate on both types of distributive justice. Specifically, we find distributive justice for the discounted transaction increases concavely as the discount rate increases while distributive justice for the regular-priced transaction decreases concavely with the dscount rate. This implies that there exists an appropriate discount rate which could promote the discounted transaction while not hurting future business of regular-priced transactions. Next, the purchase rate is found to be a critical factor that facilitates the regular-priced transaction. It has a convexly positive influence on distributive justice for the transaction. Therefore, an increase of the rate beyond some threshold would lead to a substantial level of distributive justice for the regular-priced transaction, threrby boosting future transactions. This implies that social commerce firms and sellers should employ various non-price stimuli to promote the purchase rate. Finally, we find no significant relationship between the purchase rate and distributive justice for the discounted transaction. Based on the above results, we provide several implications with future research directions.

• Journal of Korean Home Economics Education Association
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• v.29 no.3
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• pp.125-140
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• 2017

The purpose of this study was to investigate the relationship of covert narcissism and the sense of alienation with SNS addiction proneness and the influence of them on SNS addiction proneness in order to find a way to conduct an intervention for the SNS addiction proneness of middle school students, and verify the mediating effect of self-esteem on the relationship between covert narcissism, the sense of alienation, and SNS addiction proneness. For this purpose, data were collected online from the first to third grade middle school students who had the experience of using SNS within the past one week, and finally, the data of a total of 341 participants were used for analysis. First, as a result of the analysis of the correlation between covert narcissism, the sense of alienation, self-esteem and SNS addiction proneness, covert narcissism and the sense of alienation showed a significant positive correlation with SNS addiction proneness. On the other hand, there was a significant negative correlation between self-esteem and SNS addiction proneness. Second, the investigation of the effects of covert narcissism, alienation, and self-esteem on SNS addiction proneness showed that covert narcissism, the sense of alienation, and self-esteem had a significant effect on the SNS addiction proneness. The higher the levels of covert narcissism and the sense of alienation, the higher the level of SNS addiction proneness. On the other hand, the higher the level of self-esteem, the lower the level of SNS addiction proneness. Third, the mediating effect of self-esteem was verified for the relationship of covert narcissism and the sense of alienation with SNS addiction proneness. Although covert narcissism and the sense of alienation may directly affect SNS addiction proneness, it was found that they had a significant effect on the SNS addiction proneness through self-esteem as a mediating variable. In other words, it was found that as the levels of the covert narcissism and the sense of alienation were increased, the level of the self-esteem was lowered, which led to a higher level of SNS addiction proneness. In order to form a proper network culture for adolescents, education on appropriate use of SNS that can be put into practice in everyday life should be conducted, and healthy and desirable SNS culture should be created. In addition, systematic education and management should be provided so that students can develop the ability to control and regulate themselves.

• Journal of Environmental Impact Assessment
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• v.28 no.5
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• pp.440-456
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• 2019

The controversy of the risk perception related to particulate matters becomes significant. Therefore, in order to understand the nature of the particulate matters, we gathered articles and comments in on-line community related to bicycling which is affected by exposure of the particulate matters. As a result, firstly, the government - led particulate matter policy was strengthened and segmented every period, butthe risk perception related to particulate matters in the bicycle community has become active and serious. Second, as a result of analyzing the perception change of outdoor activities related to particulate matters, bicycle users in community showed a tendency of outdoor activity depending on the degree of particulate matters ratherthan the weather. In addition, the level of the risk perception related to particulate matters has been moved from fears of serious threat in daily life and health, combined with the disregard of domestic particulate matter levels or mask performance. Ultimately, these risk perception related to particulate matters have led some of the bicycling that were mainly enjoyed outdoors to the indoor space. However, in comparison with outdoor bicycling enjoyed by various factors such as scenery, people, and weather, the monotonous indoor bicycling was converted into another type of indoor exercise such as fitness and yoga. In summary, it was derived from mistrust of excessive information or policy provided by the government or local governments. It is considered that environmental policy should be implemented after discussion of risk communication that can reduce the gap between public anxiety and concern so as to cope with the risk perception related to particulate matters. Therefore,this study should be provided as an academic basis for the effective communication direction when decision makers establish the policy related to particulate matters.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.4
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• pp.135-151
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• 2021

This research attempts to analyze the factors influencing the entrepreneurial intention of employees in manufacturing field. In particular, key factors of entrepreneurship and personal characteristics explain a significant association with the intention to start-up. And study whether R&D support from public enterprise adjusts intention to entrepreneurial Intention. This study conducted a online survey on 292 small and medium-sized enterprise manufacturing employees in May 2020. Using linear regression model and binary logistic model. The main study results are the following: First, among the key factors(innovativeness, proactiveness, risk-taking) of entrepreneurship, proactiveness hardly influenced the opportunity competency. Second, among the factors(risk-taking propensity, locus of control, tolerance for ambiguity) of personal characteristics, locus of control hardly influenced the opportunity competency. Third, opportunity competency(opportunity recognition and opportunity evaluation) had positive influence to entrepreneurial intention. Fourth, the study investigated the mediated effect of opportunity competency. The result showed that among the factors of entrepreneurship and personal characteristics, only two factors that are proactiveness and locus of control were not mediated by opportunity competency. and opportunity evaluation was acted as a mediator between proactiveness and entrepreneurial Intention, compared with opportunity recognition. Lastly, public enterprise's R&D supporting moderated the entrepreneurial intention). Based on the result, the study showed that first, the key factors of entrepreneurship except for proactiveness and personal characteristics(risk-taking propensity, locus of control, tolerance for ambiguity) except for locus of control affect the intention to start-up, repeatedly. This results are explained that employees have not started a business yet. Second, research on start-up suggests the need to analyze factors differentiated before and after the start-ups. Based on the results, entrepreneurship and personal characteristics show that study on the effects of start-up intentions should be carried out before and after the actual start-up takes place, and can be used as effective data in policies to promoting start-ups in manufacturing field.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.125-141
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• 2021

The rapidly changing social structure of the digital environment is having a significant impact on economic activities. That is also an important issue for Individuals who want to sustain economic activities and countries that support policies. Non-face-to-face industries have been revitalized due to the problem of human capital utilization attributed to aging population, the real economic recession caused by Corona 19, contraction of face-to-face economic activities, reduction of employment, and job instability. Accordingly, digital media contents based economic activities have become commonplace, and the government's main policy issue is to use human capital effectively for media contents based economic activities. Adaptation to the digital environment has become a necessity, not a choice, for those who wish to continue to be in employment. Therefore, this study analyzed the effects of digital and individual abilities on intention to sustain the economic activity and verified the modulation effect of the role model. In order to achieve the purpose of this research, an online survey was conducted on men and women aged 20 to 80 nationwide, and 382 of the 385 collected questionaires were analyzed. The SPSS 23.0 program was used to analyze this study, and the questionaire questions were measured using the Likert 5-point scale. As a result of the analysis, first, the ability to utilize media contents in digital capacity has a positive impact on the intention to sustain economic activity, and that the higher the ability to utilize the latest digital media contents such as SNS, the more likely the intention to sustain economic activity. Secondly, it was found that the financial strength of individuals' abilities was affected by the negative impact, and that the experiences were affected by positive(+) impact on the intention to sustain economic activity. Thirdly, the social environment has no significant effect on the intention to sustain economic activity. Fourth, it was found that family support amongst social support has a positive impact on the intention to sustain economic activity, and that various emotional support for families has increased intention to sustain economic activity. Fifth, the role model was found to have a positive(+) impact on economic sustainability, while the ability to utilize media content and family support played a modulating role on economic sustainability. Therefore, as a result of this research, the government's policy support for employment and entrepreneurship is required in accordance with digital media content based digital education and human structure in order to sustain economic activities.

• Knowledge Management Research
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• v.22 no.3
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• pp.273-293
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• 2021

Due to the COVID-19 pandemic, the size of the e-commerce has been increased rapidly. This pandemic, which made contact-less communication culture in everyday life made the e-commerce market to be opened even to the consumers who would hesitate to purchase and pay by electronic device without any personal contacts and seeing or touching the real products. Consumers who have experienced the easy access and convenience of the online purchase would continue to take those advantages even after the pandemic. During this time of transformation, however, the size of information source for the consumers has become even shrunk into a flat screen and limited to visual only. To provide differentiated and competitive information on products, companies are adopting AR/VR and steaming technologies but the reviews from the honest users need to be recognized as important in that it is regarded as strong as the well refined product information provided by marketing professionals of the company and companies may obtain useful insight for product development, marketing and sales strategies. Then from the consumer's point of view, if the ratings of reviews are widely diverged how consumers would process the review information before purchase? Are non-converged ratings always unreliable and worthless? In this study, we analyzed how consumer's regulatory focus moderate the attitude to process the diverged information. This experiment was designed as a 2x2 factorial study to see how the variance of product review ratings (high vs. low) for cosmetics affects product attitudes by the consumers' regulatory focus (prevention focus vs. improvement focus). As a result of the study, it was found that prevention-focused consumers showed high product attitude when the review variance was low, whereas promotion-focused consumers showed high product attitude when the review variance was high. With such a study, this thesis can explain that even if a product with exactly the same average rating, the converged or diverged review can be interpreted differently by customer's regulatory focus. This paper has a theoretical contribution to elucidate the mechanism of consumer's information process when the information is not converged. In practice, as reviews and sales records of each product are accumulated, as an one of applied knowledge management types with big data, companies may develop and provide even reinforced customer experience by providing personalized and optimized products and review information.