• Asia pacific journal of information systems
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• v.22 no.4
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• pp.7-29
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• 2012

Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

• Journal of Distribution Research
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• v.16 no.1
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• pp.65-93
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• 2011

This paper aims to explore how relational constructs(supplier's idiosyncratic investment, retailer's dependence, and dyadic communication) impact the buyer's trust across the relationship lifecycle. Companies make great efforts to create trust and maintain long-term relationship with buyers. Buyer and supplier relationships evolve through distinct lifecycles. In each phase, buyers and suppliers exhibit different patterns of behaviour. Also, they have different attitudes toward, and expectation of, one another. In this study, the final outcome investigated is long-term orientation from the buyer's perspective. Data were collected from 296 survey questionnaires of retailers engaging in Crops Protected Material industry in Korea. Exploratory factor analysis and confirmatory factor analysis were used to purify the measurement scales. And structural equation analysis and Chow test were used to test the hypotheses. The result indicates that the effect of retailer's dependence on the trust is greatest. Especially, the effect of dependence is growing as the relationship has developed. Supplier's idiosyncratic investment increases trust in the early phase, while it is not found to affect trust in the maturity phase. In the early phase, the determination of trust begins to be increasingly influenced by partner's relationship investment only because other clues are not observed yet. Reciprocal communication has a positive effect on trust, and long-term orientation is directly influenced by retailer's trust. Communication's effect is greater in the build-up phase than in the maturity phase. A limitation of this study is the unequal sample size in each of the relationship phases. Literature has suggested that the effects of relational constructs on outcomes are different across relationship phases. This study shows that different relational constructs have different effects on trust depending upon the relationship phase.

• Journal of Distribution Science
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• v.9 no.1
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• pp.39-48
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• 2011

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage. Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value-such as perceived acquisition value and perceived transaction value-in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer's willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people eventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

• Journal of the Korean Society of Food Science and Nutrition
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• v.44 no.12
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• pp.1865-1872
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• 2015

This study attempted to investigate consumer perceptions and attitudes towards reducing sugar intake by providing data to develop guidelines for the government and food-related industries to encourage Korean consumers to maintain appropriate levels of sugar intake. A survey was conducted on 238 adult consumers regarding their purchasing power for products with high sugar content in Seoul and Bundang, Gyeonggi area from September 1~30, 2013. Nutritional information on sugary products had a greater impact than media and others' recommendations on consumer awareness regarding need to reduce sugar intake. External factors such as health and weight control were stronger reasons for consuming reduced amounts of sugar or sugar-free products than internal factors such as sweetness. However, internal factors-such as taste-did not have a greater effect on consuming reduced amounts of sugar or sugar-free products than environmental factors-such as absence of purchase channels. Consumers indicated higher acceptance for 50% reduction in sweetness of existing commercial products. Regarding methods of lowering sugar intake, sugar replacement and reducing sugar consumption both generally and at home were preferred. In addition, consumers were likely to pay 10~14% more for sugar-reduced products than for existing products. Overall, consumers expressed positive attitudes towards reducing sugar intake in the future, although those in their twenties tended to be more passive than other age groups.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.5
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• pp.105-115
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• 2015

This study examined what effect the educational satisfaction level in the grey job project had on the business effectiveness and verified the effect the participant education satisfaction level had on the project business effectiveness ultimately by influencing the job satisfaction. This study utilized the source data of the senior job project old participant status survey of the Korea senior manpower development center which was conducted in 2013, and the non-proportional stratification sample extracting method was used which considered the project type, regional size, and cities/provinces. Sejong City was excluded from the survey target and the survey targeted 2,005 persons except for non-response or response-irrelevant persons concerning this study question. The collected material was analyzed by using SPSS WIN 21.0 program. The frequency and percentage were calculated to apprehend the general characteristic of the study target. Also, the regression analysis was conducted to examine the effect the educational satisfaction level had on the business effectiveness of the senior job project, and the hierarchical regression analysis was conducted in order to examine the mediated effect of the job satisfaction level in the effect the educational satisfaction level had on the business effectiveness of the senior job project. The main result of this study is as follows. First, among the effects the educational satisfaction level had on the business effectiveness, both interest level of educational contents and the job utilization of education had a significant effect on the psychological effect, and the interest level of the educational contents had a significant level on the physical/social effect, and the job utilization of education had a significant effect on the economic effect. Second, in the effect the educational satisfaction level had on the business effectiveness, the job satisfaction level was confirmed the job satisfaction level had a partial mediated effect in the effect the educational satisfaction level had on the psychological/physical/social effect. The job satisfaction level was confirmed the job satisfaction level had a complete mediated effect in the effect the educational satisfaction level had on the economic effect. Also, The job satisfaction level was confirmed the job satisfaction level had a partial mediated effect in the effect the educational satisfaction level had on the business effectiveness. Consequently, the educational contents according with the demand of job participants will have to be developed and the exclusive manpower must be arranged to conduct the education effectively. Also, making participants feel a pride on the job fully will largely contribute to raising the business effectiveness because the job satisfaction level has a positive effect on the business effectiveness.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.175-189
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• 2020

While there have been many previous studies showing that an entrepreneur's personal characteristics have a significant impact on his intention to start a business, there was relatively little research on the inherent mechanisms for this. Recent researches show that entrepreneur's personal characteristics affect the entrepreneurial intention through entrepreneurial attitude and perceived behavioral control, rather than directly. This study carried out empirical research on 233 Chinese university students on what personal characteristics affect the entrepreneurial intention of Chinese university students, who are actively engaged in start-up activities recently. Based on the theory of planned behavior, we set entrepreneurial attitude and perceived behavioral control as important variables that shape the entrepreneurial intention and formed a model and hypotheses that personal characteristics of a potential entrepreneur(leadership, planning, innovation, sociality) affect the entrepreneurial intention through these two variables. We verified these hypotheses by regression analysis and structural equation model. The analysis confirmed that for Chinese university students the entrepreneurial attitude and perceived behavioral control were important antecedent variables that shape the entrepreneurial intention. It was also shown that leadership and innovation have a positive influence on the entrepreneurial attitude, while leadership and planning raise the level of perceived behavioral control. As a result, leadership forms the entrepreneurial intention through the entrepreneurial attitude and perceived behavior control, and innovation affects the entrepreneurial intention through the entrepreneurial attitude, while planning affects the entrepreneurial intention through perceived behavior control. Therefore, entrepreneurship education that emphasizes leadership, innovation and planning is required for Chinese college students as a potential entrepreneur. These three factors could also be important personal characteristics when choosing a potential entrepreneur.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.31 no.2
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• pp.118-127
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• 2013

In this study, Seongbuk-dong historical & cultural resources of the surrounding landscape were analyzed by the visual characteristics of the landscape adjective analysis. Research was investigate to the relationship between visual characteristics and preferences and Research in the following way. Selected historical and cultural resources in the surrounding area are located in Seongbuk-dong 30 slices the survey was conducted. Landscape preference factors to identify the scale of 16 adjectives and then factor analysis was conducted. Lastly, Analysis of variance and regression analysis were conducted in order to determine the impact of the last image factors on visual preferences. Firstly, The results can be summarized as follows. Officer for 30 pictures appear in Seongbuk-dong in the historical and cultural resources, and distributed around the target preference for the 16 adjectives analysis yielded an average result of overall preference were analyzed and that is a 3.72 average. In these photos, VP8, VP9, VP10, VP12, VP15; 4.5 points more than one order higher. The reason is limit of altitude by the Seoul landscape plan for the historical and cultural resources around. It also judged important reason that history and Culture are in harmony with the surrounding cultural property in the conservation area. Secondly, Important factors are factor 1(aesthetic factors), factor 2(cultural factors), factor 3(physical factors) and three factors could be identified. Results of the analysis of variance and regression analysis about factors for visual preference and image shows value of psychological factor is most significant to explain for nearby history &cultural resources of Seongbuk-dong of scenery around. As a result, the state can not view historical and cultural resources for analysis will be located in a residential area near the historical and cultural resources for aesthetic factors. Third, the negative side of the argument is a residential area which is not arranged surrounding landscape maintenance of historical and cultural resources has emerged. Historical and cultural resources in harmony with the phenomena of the physical, cultural, and aesthetic characteristics of the three areas is a positive factor in the high incidence. Factors from that are expressed in this study by analyzing multi-dimensional analysis to derive a factor to be considered important in the management of historical and cultural resources, landscape around is required.

• Korean Journal of Agricultural and Forest Meteorology
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• v.13 no.4
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• pp.192-203
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• 2011

The CERES-Barley crop simulation model was used to assess the impacts of climate change on the potential yield of winter naked barley in Korea. Fifty six sites over the southern part of the Korean Peninsula were selected to compare the climate change impacts in various climatic conditions. Based on the A1B climate change scenarios of Korea, the present climatological normal (1971-2000) and the three future ones (2011-2040, 2041-2070, and 2071-2100) were considered in this study. The three future normals were divided by three environmental conditions with changes in: (1) temperature only, (2) carbon dioxide concentration only, and (3) both temperature and carbon dioxide concentration. The agreement between the observed and simulated outcomes was reasonable with the coefficient of determination of grain yield to be 0.78. We concluded that the CERES-Barley model was suitable for predicting climate change impacts on the potential yield of winter naked barley. The effect of the increased temperature only with the climate change scenario was negative to the potential yield of winter naked barley, which ranges from -34 to -9% for the three future normals. However, the effect of the elevated carbon dioxide concentration only on the potential yield of winter naked barley was positive, ranging from 6 to 31% for the three future normals. For the elevated conditions of both temperature and carbon dioxide concentration, the potential yields increased by 8, 15, and 13% for the 2011-2040, 2041-2070, and 2071-2100 normals, respectively.

• Journal of the Korean association of regional geographers
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• v.23 no.1
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• pp.106-117
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• 2017

Recently, urban regeneration is being actively promoted in Korea and among those Jeonju Hanok Village is the major project which is the most consistently promoted. For this, visitors of Jeonju Hanok Village are skyrocketing. However, due to this condition, various problems are occurring, especially about commercialization. In this regard, this study is to suggest management of the Jeonju Hanok Village and new orientation in the policy, by analyzing physical, economic, and social status due to urban regeneration for Jeonju Hanok Village which has lost its identity and been commercialized. For this, the study analyzed changes in land usage and real transaction price, SNS data. Firstly, in the physical analysis, the study realized that there is commercialization going around the main streets of Jeonju Hanok Village. Due to the rapid commercialization, living spaces for locals are replaced to commercial spaces for tourists, and the emigration of locals is caused by economic/environmental damages with the degradation of housing environments. Secondly, in the economic analysis, there was no gap in real transactions among streets in 2010 but has shown a valid gap in 2016. The traffic of tourists is heavy and the real transaction prices of streets that are adjacent to major tourist sights rose the most. Rising real transaction prices are a positive phenomenon in the aspect of the city regeneration but it is concerned that they can be perceived as investment subjects. Thirdly, in the social analysis, tourists are using commercial aspects more than historical or cultural sites, and have lots of interest on those. However, because there are also lots of opinions about the commercialization of Hanok Village, we think the plans which can establish the identity of Hanok Village should be prepared. The study has its meaning on analyzing reality based on the land usage, real transaction, SNS data and suggesting political implications.

• Journal of the Korean association of regional geographers
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• v.23 no.1
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• pp.151-167
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• 2017

The main objective of this study was to investigate the climatic impact of $PM_{10}$ concentration on the temperature change pattern in Busan Metropolitan City(BMC), Korea during 2001~2015. Mean $PM_{10}$ concentration of BMC has gradually declined over the past 15 years. While the highest $PM_{10}$ concentration was observed in spring followed by winter, summer, and fall on average, the seasonal variations of $PM_{10}$ concentration differed from place to place within the city. Frequency analysis showed that the most frequently observed $PM_{10}$ concentration ranged from $20{\mu}g/m^3$ to $60{\mu}g/m^3$, which accounted for 64.6% of all daily observations. Overall, the west-high and east-low pattern of $PM_{10}$ concentration was relatively strong during the winter when the effect of yellow-dust events on the air quality was weak. Comparative analyses between $PM_{10}$ concentration and monthly temperature slope derived from generalized temperature curves indicated that the decreasing trend of $PM_{10}$ concentration was associated with increases of annual temperature range, and $PM_{10}$ concentration had a negative relationship with the temperature slope of warming months. Overall, $PM_{10}$ concentration had a weak correlation with the annual mean temperature, but it had a significant, positive correlation with the winter season, which had a dominant influence on the annual mean temperature. In terms of energy budget, it has been known that the change in $PM_{10}$ concentration contributes to the warming or cooling effect by affecting the radiative forcing due to the reflection and absorption of radiant energy. The correlation between $PM_{10}$ concentration and temperature changes in the study area was not seasonally and spatially consistent, and its significance was statistically limited partly due to the number of observations and the lack of potential socioeconomic factors relevant to urban air quality.