• Knowledge Management Research
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• v.23 no.4
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• pp.275-294
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• 2022

In recent years, with the continuous integrative development of e-commerce and social media, social commerce, as a trust-centered social transaction mode, has become an important performance form of e-commerce. The good experience of online community and abundant user-generated content (UGC) attract more and more users and businesses to participate in the community contribution. In this context, the cost of accessing information is continuously decreasing, which not only makes the purchase process more concise and efficient, but also greatly increases the possibility of consumers' impulsive consumption. However, there are very few empirical studies on the internal influencing mechanism of consumers' impulsive consumption based on the characteristics of UGC for social commerce. In view of this, based on S-O-R model, this study constructs a model of consumers' impulsive consumption in the context of social commerce from the characteristics of UGC, with perceived risk as the mediating variable and tie strength as the moderating variable. The results show that content authenticity, content usefulness, and content valence of UGC have significant negative impacts on consumers' risk perception in the process of purchase decision-making, and consumers' perceived risk has a significant negative impact on consumers' impulsive consumption. Meanwhile, the tie strength between UGC producer and UGC receiver plays a moderating role between content usefulness and perceived risk, as well as between perceived risk and impulsive consumption. Finally, combined with the above findings, this study provides effective suggestions for relevant participants in social commerce in terms of business management.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.4
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• pp.233-244
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• 2018

The purpose of this study was to improve awareness of network marketing business in South Korea, which takes a quite negative view of network marketing, to raise awareness of "starting up a business" as independent business owners, to assist them in building their own subjecthood in network business and entrepreneurial identity, and ultimately to give some suggestions on how to improve their self-directed entrepreneurial competency and the quality of their business management. To make an empirical analysis of 121 independent business owners of Korean native network marketing, the personal and background variables of the entrepreneurs were selected as independent variables, and entrepreneurship was selected as a mediator variable. The selected dependent variables were financial and non-financial business performances. A multiple regression analysis was conducted by inputting the variables. The findings of the study were as follows: It produced an effect of more financial performance when the innovation of the independent business owners of network marketing was better, and this innovation was possible to have only when they improved in entrepreneurial efficacy and locus of control. In contrast, only authenticity had an effect on boosting non-financial business performance among the factors of entrepreneurship. To have authenticity, it's necessary to strengthen achievement needs and awareness of locus of control among the personal characteristics of the independent business owners of network marketing. Among the factors of entrepreneurship, there was better authenticity when their personal networks were broader among their background characteristics. In addition, self-efficacy that was one of personal characteristics made a direct contribution to the enhancement of non-financial performance. As a result, independent business owners of network marketing are required to hold a strong belief in their own business, to be active in business activities and to have a high efficacy as spontaneous principal agents, and they also are required to have more adventurous, planned, active and propulsive achievement needs that enable them to attain the goals of their business and keep moving forward. Besides, they should foster their locus-of-control competency that is to control, endure and be responsible for a variety of phenomena or incidents that they face, and there will be better financial performance or non-financial performance only when they demonstrate their self-belief and confidence and when they have faith in and conviction about themselves. For independent business owners of network marketing, a consumer-centered thinking that entails authenticity and trustworthiness and touches the hearts of customers is a more effective marketing strategy than an egocentric thinking as sellers when they approach customers. And they are expected to make progress in terms of the quality of business management when their business attachment or enthusiasm is great enough to match their own efficacy with entrepreneurial identity or strike a balance between them.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.159-175
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• 2021

This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.

• Nutritional Sciences
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• v.8 no.4
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• pp.256-261
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• 2005

Although nutrition education for pregnant women is important, few such programs have been carefully examined from the participants' perspective in Korea. Focus groups were used to identify 1) perceived eating behaviors during pregnancy and lactation, 2) factors associated with healthy eating behaviors, and 3) needs for nutrition education programs. Using a trained moderator, we conducted 7 focus group interviews with 44 pregnant women over a four-month period. Focus group discussions were video - and audio - taped, transcribed and categorized by major themes. Participants expressed interest in receiving nutrition education regarding healthy eating, weight control after delivery, weaning foods and health management, yet they showed little interest in breastfeeding. The majority of them said that meal balance and meal regularity were the most important components of good health during pregnancy. They were less likely to be confident about taking dietary supplements, including Oriental medicines. life stress and poor appetite associated with pregnancy were major barriers to healthy eating habits during pregnancy. The most important sources of nutrition and health information were friends and family members, especially those who had become pregnant recently. Qualified educators and reliable information appeared to be the most important aspects of program development. Regarding types of nutrition education, participants tended to prefer a combination of individual counseling and small group education with hands-on materials and interactive formats. The use of Web-based nutrition education was well received Major concerns about Web-based nutrition education were authenticity, tailored messages and interactive formats for sharing information. These results offer useful information for designing nutrition education programs for pregnant and lactating women in Korea for health promotion.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.35 no.4
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• pp.88-97
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• 2017

The purpose of this study was to identify the development and transition of the Original landscape(始景觀) of Oeam Village based on the landscape that changes over time and the relevant factors and the following summarizes the findings: First, Original landscape perceived by the ancestors of Korea was identified in the description of topography and landscape of Oeam Village mentioned in various literature such as "Oeamgi(巍巖記)" and topography was analyzed to identify that the natural waters that flew before Oeam Village was formed aligned with the artificial waterway inside the village. Second, the landscape of Oeam Village was classified by characterized events: (1) expansion of the tribal town of the Yi Family of Yean, (2) stagnancy where the villagers formed an organic relationship without much change to the landscape, (3) the biggest change to the landscape by national policies, and (4) preservation and use of tourism resources based on preservation of cultural heritage. Third, the center of village moved from the east of village to the west of village. In the past, the east of village provided agricultural functions for the development and expansion of village. The center later shifted to the entrance to the west of village under the influence of industrialization and tourism. Further studies would be necessary to clarify the authenticity of resources through additional literature for better understanding of the past of Oeam Village and the transition of the village's landscape elements and the comparison of their characteristics could be possible topics for future studies.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.36 no.3
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• pp.128-136
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• 2018

This study was centered on the protested data of the issue of "History of Landscape Architecture" in the handwritten course of landscaping articles of National Qualifications Test. The purpose of this study is to examine the types of social problems in the process of correcting erroneous historical facts. The purpose of this study was to find alternatives for the development of the field of landscape and culture history that can assist in the verification of the historical facts of the landscape sciences examination questions. The main results are as follows. First, as a result of analyzing the contents of the landscape architects' subject matter, the establishment of concept of landscape style and form and the confirmation of historical facts were investigated as important types to be established for development of landscape landscape history department. It seems that the social consensus of the expert group is needed to supplement the lack of data to refer to landscape architectural theory. Second, the analysis of the problematic narrative contents resulted in a total of five types of questionnaires. The appeared in the Undefined style and form(52.94%), Unproven historical facts(25.13%), Obscurity Era classification(11.77%), Lack of specificity(6.95%), Content scope of obscurity events(3.21%) Third, it is not only the lack of information to learn the theory by comparing and analyzing the contents of the statements in the landscape architect 's question items, but also the difference of contents between books was analyzed as the main cause of the problem. As a result of examining the characteristics and examples of the issues raised in landscape architectural problems, it was related to the social phenomenon, and it was classified into cultural factors and political factors. Fourth, the resolution of problematic issues in landscape architects' landscaping articles, which are national technical qualification tests, shows positive results. The information determined in the process of solving the perceived content can be used directly in landscaping field, and it helps the accuracy of the verification process by identifying the types and characteristics of the issues.