• Journal of Korea Society of Industrial Information Systems
• /
• v.27 no.3
• /
• pp.29-46
• /
• 2022

COVID-19 has radically changed the behavior of members of society for exchange. In particular, the strong contagiousness of the virus is increasing networking on online platforms while reducing people's networking in the real world. Recently, the metaverse, which strengthened the presence based on 3D technology, is attracting attention from members of society such as individuals and companies. We present a method to improve metaverse utilization from the perspective of organizations and employees who have introduced metaverse for work. In other words, we check the effect of metaverse social function and telepresence on the employee's intention to offer support by improving the trust of the metaverse participants. We obtained samples through questionnaires targeting employees of organizations that introduced metaverse to their work, and verified the research hypothesis by applying the structural equation model. As a result, social interactivity, reciprocal favor, and telepresence of metaverse partially affected metaverse trust (platform, peer, organization), and metaverse trust increased the intention to offer support. Our study suggests a strategic direction to improve the metaverse utilization and exchange level of employees of organizations who want to use the metaverse for business.

• Journal of Industrial Convergence
• /
• v.20 no.10
• /
• pp.137-146
• /
• 2022

The use of RPA (Robotic Process Automation) has been recently reviewed in various industries, but it seems that it is not being applied to companies faster than ever expected. In this study, three perceived risk factors affecting the acceptance conflict and acceptance intention of RPA technology were proposed and the effects of RPA on acceptance conflict and acceptance intention were investigated using RPA experienced people, gender and ICT industries as control variables. For the research, online survey was conducted targeting office workers and analyzed the results by using SPSS 22.0 and AMOS 22.0. As a result, it was found that among the three perceived risk factors, concern about introduction failure, employment insecurity, and execution errors, employment insecurity and execution errors did not affect the acceptance conflict and acceptance intention of RPA. This research shows that concerns over the introduction failure affected the acceptance conflict and acceptance intention. In addition, the acceptance conflict was judged as a factor of the mediation effect of the acceptance intention. From the perspective of companies that want to apply RPA, the theoretical and practical implications of business management are meaningful in that they can identify and respond to particularly important factors among perceived risks.

• Journal of Intelligence and Information Systems
• /
• v.28 no.3
• /
• pp.161-183
• /
• 2022

Opinion polls have become a powerful means for election campaigns and one of the most important subjects in the media in that they predict the actual election results and influence people's voting behavior. However, the more active the polls, the more often they fail to properly reflect the voters' minds in measuring the effectiveness of election campaigns, such as repeatedly conducting polls on the likelihood of winning or support rather than verifying the pledges and policies of candidates. Even if the poor predictions of the election results of the polls have undermined the authority of the press, people cannot easily let go of their interest in polls because there is no clear alternative to answer the instinctive question of which candidate will ultimately win. In this regard, we attempt to retrospectively grasp public opinion on the 20th presidential election by applying the 'YouTube Analysis' function of Sometrend, which provides an environment for discovering insights through online big data. Through this study, it is confirmed that a result close to the actual public opinion (or opinion poll results) can be easily derived with simple YouTube data results, and a high-performance public opinion prediction model can be built.

• The Korean Journal of Franchise Management
• /
• v.13 no.2
• /
• pp.17-31
• /
• 2022

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.

• 지역과문화
• /
• v.8 no.2
• /
• pp.49-68
• /
• 2021

The pandemic of COVID-19 also affected performing arts business and stimulated 'Untact' performances, which means online streaming of the shows including real-time streaming. This study sought to examine factors to the consumers' acceptance. The research framework was based on the VAM, a revised model of TAM for the ICT products and services. For the research, consumer survey was conducted, where ndependent variables are perceived usefulness, pleasure, technicalty and innovation resistance, and dependent variables are percieved value and acceptance. Smart PLS was used to test the hypothesis. The result shows that the significant factors were percieved usefulness(+), pleasure(+) and innovation resistance(-). The percieved technicalty was not significant, the major reason would be that the digital devices and the internet technology are percieved a commodity these days in Korea. Percieved value was significant factor to acceptance. This study is meaningful because it is about the new phenomenon of 'untact' performance through the VAM methodology and it examined the significant factors to the attitude from the perspective of benefits and costs. There is limit that this study didn't consider old peoples' attitude. It is the reason that the continuous researches are necessary.

• Journal of the Society of Disaster Information
• /
• v.18 no.3
• /
• pp.636-645
• /
• 2022

Purpose: This study intends to suggest alternatives for improving the level of safety culture by measuring/analyzing safety culture targeting employees of national core-based highway operating organizations. Method: Using the 'Safety Awareness Level Diagnosis Tool' of the Korea Occupational Safety and Health Agency, 16 sub-factor measurement tools reflecting 4 safety culture areas and 4 safety culture activities were evaluated for a total of 144 items. were surveyed/analyzed by online questionnaire. Result: As for the results by safety culture area, "safe operation" was the highest, and "safe communication" was the lowest. As for the results of each safety culture activity, "safe execution (D)", which evaluates whether the plan was implemented, was high. The lowest level of safety culture is "Safety Improvement (A)" Conclusion: When establishing a company's safety and health management measures, the most important aspect of management is the level of safety culture. The ultimate goal is to improve the level of safety culture. In this study, it was possible to confirm the safety culture level of the national core-based expressway operating institution. In the future, we intend to conduct a study on how safety culture affects business continuity management system (BCMS).

• Knowledge Management Research
• /
• v.23 no.2
• /
• pp.15-35
• /
• 2022

With the development of virtual and augmented reality technologies, the metaverse, a digital world that provides an immersive feeling like the real world, is overgrowing. Many IT companies such as Naver, Facebook (Meta), and NVIDIA are developing innovative technologies and launching the Metaverse platform and related products on the market. However, even though it is a new business in which many global big tech companies are aggressively investing, the results are not yet precise compared to the market expectations, and the rate of increase in the number of users is gradually slowing down. This can be attributed to the lack of consideration and understanding about how to grow the metaverse ecosystem and operate & harmonize various users/components from the time the metaverse platform was designed. In order to propose a better solution to these problems, this study adopts the yin-yang and five elements theory, which was created to understand the operation logic and logic of the human world for thousands of years. This research would like to propose a theory of double lines-five elements by defining two essential spaces of the metaverse platform, online and offline, and five essential elements constituting the metaverse platform. This study intends to provide a theoretical lens on how to design and operate a platform through the double lines and five elements theory and the concept of coexistence and polarity between the five elements.

• Journal of Service Research and Studies
• /
• v.13 no.3
• /
• pp.82-104
• /
• 2023

This study analyzes the effect of users' experiences using AI chatbot services on relationship quality and behavioral intention. For the study, a survey was conducted on users who experienced AI chatbot services, and the research hypothesis was verified by analyzing the final 299 copies of valid data. As a result of the analysis, it was confirmed that satisfaction and trust, which are the relationship quality dimensions of AI chatbot service, were formed in users through the cognitive experience, emotional experience, and relational experience. In addition, it was confirmed that satisfaction and trust have a positive effect on the intention to continue using and recommending AI chatbot services, which correspond to the level of consumers' behavioral intentions, respectively. In addition, in terms of relationship quality, it was significant in all paths of the road of behavior, but in satisfaction, the path coefficient of the road of continuous use of AI chatbot and recommended road was significantly higher than the path coefficient in trust. This study provided a theoretical foundation that the relationship with relationship quality that affects behavioral intention also affects AI chatbot services in the online environment, and it is significant in that it suggests that relationship quality is an important mediating factor in establishing long-term relationships with consumers.

• Journal of Service Research and Studies
• /
• v.13 no.2
• /
• pp.1-23
• /
• 2023

In this study, we try to discover some success factors, for the entire value chain of the O2O food delivery industry in China, from ordering to delivery. We study the influence of three aspects of the value chain, namely, (1) the mobile platform, (2) the restaurant and food and (3) the delivery service, on the perceived value and repurchase intention of customers. Using structural equation modeling, we develop a structural research model with seven sets of hypotheses relating various independent variable constructs (platform, restaurant, and delivery) and dependent constructs (perceived value and repurchase intention). We find that usefulness of mobile app, the food condition and the availability of offline restaurants were significant antecedents for perceived value and repurchase intention. In addition, fair pricing was a significant antecedent for repurchase intention.

• Journal of Service Research and Studies
• /
• v.13 no.2
• /
• pp.24-40
• /
• 2023

As the aversion to advertising grows, native advertising has gained significant attention as a means to counteract this rejection. Native advertising is designed to seamlessly blend with other content on the page where they are displayed. They mimic the overall design and presentation of the platform, providing a natural exposure to consumers. Many companies utilize native advertising, but there is not much academic research on this topic. Therefore this study aims to examine the effectiveness of native advertising for social issues. The study looked at two types of native advertising: ads created by a company and ads sponsored by a company. Results suggested that consumers showed more positive attitudes towards a company's ads if they were sponsored by the company rather than created by the company. This study argued that this effect would be more pronounced for consumers who tended to buy ethically. To verify these hypotheses an online experiment was conducted revealing that on average consumers displayed the same attitude toward a company whether the native advertising was created or sponsored by a company. However, it was also discovered that consumers with a tendency for ethical consumerism formed more positive attitudes toward companies when the company sponsored native advertising as opposed to having created it. In practice, this study suggests how companies can improve the effectiveness of native advertising, such as implementing native advertising as a sponsor and being transparent about their advertising to appeal to consumers with high ethical consumption tendencies. This study expands the scope of research in areas related to native adverting and corporate social responsibilities.