• Journal of Digital Convergence
• /
• v.15 no.5
• /
• pp.27-36
• /
• 2017

SNS has been emerged as an effective educational tool in college and many studies on various teaching models and methodologies have been made in order to utilize SNS in education. The purpose of this paper is to empirically investigate the effect of affecting factors of SNS on learner's attitude, intention to re-use and performance in converging college educational environment. Self-efficacy on media usage, educational expectancy, subjective norm, habit, and enjoyment were identified as affecting factors based on prior researches. An empirical analysis was attempted by survey targeting college students. The results of structural equation model using Smart PLS shows that educational expectancy, subjective norm, and enjoyment are significantly related to the learner's attitude on use of SNS in college education, but Self-efficacy on media usage and habit are not. Learner's attitude on SNS in college education was found to be significantly related to the intention to continuous use and performance. This study implicates that using SNS in university class makes learner's attitude positively and finally lead to good performance. The analysis results can provide a guideline of effective strategy for SNS utilization in college education.

• Information Systems Review
• /
• v.18 no.2
• /
• pp.151-171
• /
• 2016

With the widespread adoption of mobile devices, such as smart phones and smart pads, as well as the rapid growth of mobile technologies, consumer shopping patterns are changing. This study investigates key factors of consumer purchasing intention in a mobile shopping mall context by incorporating trust belief into the theory of planned behavior. We posit perceived usefulness, perceived enjoyment, perceived ease of use, and trust belief as antecedents of behavioral attitude toward mobile shopping malls. Moreover, social influence and security are identified as key enablers of trust belief on mobile shopping malls. Data collected from 154 consumers with purchasing experience in mobile shopping malls are empirically tested against a research model using partial least squares. Analysis results show that behavioral attitude and perceived behavioral control significantly influence purchasing intention. Moreover, this study reveals the significant effects of perceived usefulness and perceived enjoyment on behavioral attitude. Trust belief indirectly influences purchasing intention through behavioral attitude and is significantly affected by social influence. Understanding consumer purchasing decision-making processes in mobile shopping malls can help service providers to develop effective marketing and operation strategies and campaigns.

• Journal of The Korean Society of Grassland and Forage Science
• /
• v.37 no.4
• /
• pp.350-357
• /
• 2017

Near infrared spectroscopy (NIRS) is a rapid and accurate method for analyzing the quality of cereals, and dried animal forage. However, one limitation of this method is its inability to measure fermentation parameters in dried and ground samples because they are volatile, and therefore, respectively lost during the drying process. In order to overcome this limitation, in this study, fresh coarse haylage was used to test the potential of NIRS to accurately determine chemical composition and fermentation parameters. Fresh coarse Italian ryegrass haylage samples were scanned at 1 nm intervals over a wavelength range of 680 to 2500 nm, and optical data were recorded as log 1/reflectance. Spectral data, together with first- and second-order derivatives, were analyzed using partial least squares (PLS) multivariate regressions; scatter correction procedures (standard normal variate and detrend) were used in order to reduce the effect of extraneous noise. Optimum calibrations were selected based on their low standard error of cross validation (SECV) values. Further, ratio of performance deviation, obtained by dividing the standard deviation of reference values by SECV values, was used to evaluate the reliability of predictive models. Our results showed that the NIRS method can predict chemical constituents accurately (correlation coefficient of cross validation, $R_{cv}^2$, ranged from 0.76 to 0.97); the exception to this result was crude ash ($R_{cv}^2=0.49$ and RPD = 2.09). Comparison of mathematical treatments for raw spectra showed that second-order derivatives yielded better predictions than first-order derivatives. The best mathematical treatment for DM, ADF, and NDF, respectively was 2, 16, 16, whereas the best mathematical treatment for CP and crude ash, respectively was 2, 8, 8. The calibration models for fermentation parameters had low predictive accuracy for acetic, propionic, and butyric acids (RPD < 2.5). However, pH, and lactic and total acids were predicted with considerable accuracy ($R_{cv}^2$ 0.73 to 0.78; RPD values exceeded 2.5), and the best mathematical treatment for them was 1, 8, 8. Our findings show that, when fresh haylage is used, NIRS-based calibrations are reliable for the prediction of haylage characteristics, and therefore useful for the assessment of the forage quality.

• Journal of Korea Port Economic Association
• /
• v.35 no.4
• /
• pp.121-146
• /
• 2019

This study investigates the innovation resistance when blockchain technology is introduced for the shipping and port industry. For the development of a research model with suitable measures, we review and focus on innovation resistance factors with the blockchain technology derived from previous studies. In this research, we consider four factors (innovation characteristics, consumer characteristics, environmental characteristics, and cost characteristics) with innovation resistance as dependent variables. The innovation characteristics include relative benefits, complexity, and perceived risk. The consumer characteristics consider attitude toward existing products, innovation, and self-efficacy. Social impact variables are environmental characteristics and rationality of cost. In the statistical analysis, we set up eight hypotheses to test the significances between variables and find the following four empirical results. First, the relative advantage and the perceived risk have a significant effect on innovation characteristic, but the complexity of this characteristic has no significant effect on innovation resistance. Second, the rationality of cost has no significant effect on innovation resistance. Third, the attitude toward existing products has a positive effect and the innovation of the consumer characteristic has a negative effect on innovation resistance, while the self-efficacy has no significant effect. Finally, the social impact has a significant effect on innovation resistance to blockchain in the shipping and port industry.

• Management & Information Systems Review
• /
• v.33 no.1
• /
• pp.279-298
• /
• 2014

This research is based on service marketing to explain the effect of barista job attributes as the antecedents of lovemarks for increasing brand loyalty. The analysis was held with customers who experienced local and national coffee shop in Pusan area by using SPSS18K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the relationship among related factors including barista job attributes, lovemarks and brand loyalty. According to the result of this study, barista job attributes factors including expertise, communication, and service orientation have positive effect on the lovemark. Furthermore, structural relationships among lovemark variables were identified through hypothesis testing. However, the effects of expertise and service orientation on intimacy were not significant especially in local brand. Additional multi-group testing was conducted to explain managerial implication of this research. The research has several marketing implication on service marketing and lovemark theory. For firms, customers'perception of barista's job attributes can generate positive lovemark effect and develop brand loyalty in the service marketing perspectives.

• The Journal of the Korea Contents Association
• /
• v.10 no.12
• /
• pp.352-365
• /
• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• The KIPS Transactions:PartD
• /
• v.18D no.4
• /
• pp.275-286
• /
• 2011

The purpose of this study is to find the beneficial plan for business success by the advantage of social media service in the business organization. There is few research for applying social media on a variety of fields in business organization although many companies are trying to find the way for its application. Hence, this study identifies the possibility for the utilization of social media services, and it also finds the plan for their effective application. The social relationship is created by increasing communications between users of social media service. The research model is established on the basis of the hypothesis that the social relationship affects knowledge share, pursuit of ego, social participation, amusement. To maximize the impact of results, the research was conducted on the basis of the target on two groups including the business men and non-business men who use social media services. As results of the research, the business men tend to appeal their impression based on sharing knowledge with anonymous people. Also, it is necessary to make a social participation to a management participation, and to utilize the social media in the organization by including amusement to its function. This research is expected to have significant implication to companies which wants to apply social media services in the future.

• Asia pacific journal of information systems
• /
• v.17 no.3
• /
• pp.1-24
• /
• 2007

With the development of information technology (IT), various information systems (IS) such as Web-based systems and mobile systems have appeared utilizing different technologies. However, recent studies on IS use and user satisfaction rarely account for technological differences among IS and environmental characteristics where IS are intended to be used. The purpose of this research is to investigate the determinants of the use of Web-based ticketing systems for cultural activities and to empirically validate their relationships. Environmental psychology suggests that human beings respond to external stimuli from environments with their emotions, and their emotional states influence human actions, e.g., IS use in this research. Applying environmental psychology to the use of Web-based systems in the culture and entertainment industry, we propose that web site characteristics first influence a user's internal state of mind (i.e., flow) and then the flow state influences the IS use. Studies related to the state of flow collectively affirm the key role played by the flow construct in shaping individual attitudes and behaviors toward IS. Users' flow states are captured by their shopping enjoyment, perceived behavioral control, and the level of concentration on the IS use. Referring to social presence theory, we have included such web site characteristics as content quality, context of web site, and community quality. In our research model, a second order construct is utilized to represent web site quality, because flow theory suggests that holistic experiences with web-based systems (rather than individual characteristics of the web site) are important in explaining the IS use. Further, we have included trust as another important factor influencing the IS use since business transactions on the web encompass higher uncertainty comparing to offline transactions. In order to test our hypotheses, we have conducted an online survey which results in 1,141 valid responses in the final sample. The data were collected from respondents who have experiences in Internet ticketing systems. Although it was a convenient sample, the sample represents a wide variety of user demographics. Validity and reliability of the research instrument were tested and research hypotheses were examined using PLS Graph 3.0. The results indicate that web site characteristics significantly influence the level of user concentration, user's enjoyment in shopping, and perceived behavioral control. Further, the use of Internet ticketing systems is influenced by users' flow states and trust in the web channel. User satisfaction is turned out to be affected by the use of Internet ticketing systems. Unlike extant research on the relationship between web site characteristics and its use, our study has found that, in the culture and entertainment industry, the impact of web site characteristics on IS use is mediated by a user's flow state. This finding has a practical implication that web site design should include as many features that enhance shopping enjoyment and concentration. Other practical implications of these findings and future research implications are also discussed.

• The Korean Journal of Franchise Management
• /
• v.11 no.2
• /
• pp.41-51
• /
• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• KOREAN JOURNAL OF CROP SCIENCE
• /
• v.67 no.1
• /
• pp.61-66
• /
• 2022

Sesamin and sesamolin are major lignan components with a wide range of potential biological activities of sesame seeds. Near infrared reflectance spectroscopy (NIRS) is a rapid and non-destructive analysis method widely used for the quantitative determination of major components in many agricultural products. This study was conducted to develop a screening method to determine the lignan contents for sesame breeding. Sesamin and sesamolin contents of 482 sesame samples ranged from 0.03-14.40 mg/g and 0.10-3.79 mg/g with an average of 4.93 mg/g and 1.74 mg/g, respectively. Each sample was scanned using NIRS and calculated for the calibration and validation equations. The optimal performance calibration model was obtained from the original spectra using partial least squares (PLS). The coefficient of determination in calibration (R²) and standard error of calibration (SEC) were 0.963 and 0.861 for sesamin and 0.875 and 0.292 for sesamolin, respectively. Cross-validation results of the NIRS equation showed an R² of 0.889 in the prediction for sesamin and 0.781 for sesamolin and a standard error of cross-validation (SECV) of 1.163 for sesamin and 0.417 for sesamolin. The results showed that the NIRS equation for sesamin and sesamolin could be effective in selecting high lignan sesame lines in early generations of sesame breeding.