• Journal of the Korea Society of Computer and Information
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• v.23 no.11
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• pp.229-238
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• 2018

The purpose of this study is to investigate the mediating effect of learners' learning flow in the effect of presence on academic achievement in web-based e-learning. For this purpose, this study analyzed the influencing relationship between the each factor based on the structural model with the learning flow as a mediator variable. Based on existing theoretical studies, learning satisfaction and academic achievement, which represent learning outcomes, are set as dependent variables, and teaching presence, cognitive presence, and social presence are set as independent variables. Data collected from a total of 256 e-learning learners were used in the analysis of this study. According to the results of the analysis, teaching presence, cognitive presence, and social presence were found to have a significant effect on academic achievement when a learning flow is a mediator variable. Concretely, teaching presence, cognitive presence, and social presence have a positive effect on the learning flow, while learning flow has a positive effect on learning satisfaction. On the other hand, learning flow has a negative effect on academic achievement. As a result of verifying the mediating effect of learning flow on the relationship between presence, learning satisfaction, and academic achievement, there was meditating effect in the aggregate. This study implies that in order to increase the level of learning satisfaction and academic achievement, it is necessary to make the teaching-learning design in the provision of contents and materials for e-learning so that the learner can feel the presence. The results of this study can be used as a basic data for seeking support and promotion strategies for enhancement of future learning flow and presence.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.741-759
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• 2022

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

• Journal of Korean Academy of Nursing
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• v.52 no.3
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• pp.278-290
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• 2022

Purpose: This study aimed to identify the mediating effect of learning flow and the moderated mediation effect of digital literacy on the effect of the learning presence of non-face-to-face class experience in nursing students on academic achievement. Methods: Participants were 272 nursing students from six universities in two different cities. A self-report questionnaire was used to measure learning presence, learning flow, digital literacy, and academic achievement. Analysis was performed using SPSS 26.0 and SPSS PROCESS Macro (4.0). Results: The mediating effect of learning flow on the effect of learning presence on academic achievement was 0.42, and the moderated mediation index of digital literacy was 0.17. Learning flow showed a mediating effect on the relationship between learning presence and academic achievement. Digital literacy had a moderated mediation effect on the relationship between learning presence and academic achievement that was mediated by learning flow. Conclusion: The intensity of the mediating effect of nursing students' learning presence on academic achievement through learning flow increases as the level of digital literacy increases. These results suggest that educational programs considering the level of learning presence, learning flow, and digital literacy are required to promote the academic achievement of nursing college students.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.5
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• pp.878-892
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• 2020

This study investigates the influence of social exclusion type and presence of others on consumers' on-going purchase intention when purchasing fashion luxury goods. This study also identifies the moderating role of self-efficacy in which the interaction effect of social exclusion type and presence of others on on-going purchase intention. For the experiment, 2(social exclusion type: being ignored vs being rejected)×2(presence of others: presence vs absence)×2(self-efficacy: high vs low) factorial design was used. The findings of this study are summarized as follows. First, the result showed that there was no difference in on-going purchase intention according to social exclusion type. Second, the result showed that there was a significant interaction effect between social exclusion type and presence of others. Third, the three-way interaction effect of social exclusion type, presence of others, and self-efficacy was statistically significant. The results of this study provide useful information on which direction is needed to mitigate negative consumer behavior caused by social exclusion at the service interface.

• Educational Technology International
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• v.24 no.1
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• pp.29-51
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• 2023

This study examined the moderating effect of course satisfaction with class on the relationship between the mode of course delivery and learning presence and performance in university settings. Results showed that there was a moderating effect of the course satisfaction on the relationship between course delivery mode and learning presence. Specifically, higher satisfaction with instructor's teaching activities was associated with improved learning presence in face-to-face, blended, and online learning, in that order. However, there was no significant moderating effect on academic performance. These findings suggest that universities should consider not only the mode of course delivery and highlight the importance of systematic course design by instructors.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.393-401
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• 2019

In this study, based on the general reasoning that the higher the resolution of the HMD, the greater the presence and immersion of the audience and the greater the presence experience, the difference in the presence experience according to the resolution of the virtual reality device is verified empirically Presence effect. To do this, 300 college students were included in the population, and VR simulations of the Oculus store were conducted using HMD and mobile devices with different resolutions (HD, FHD, WQHD) as stimuli. As a result, there was a significant difference in the presence experience of the audience according to the resolution of the mobile device attached to the virtual reality HMD, and the presence effect had a significant influence on the awakening. On the other hand, no significant influence was found in the effect of emotion. Therefore, we can prove a general reasoning hypothesis that the higher the resolution of the virtual reality device, the greater the presence experience of the audience. However, since the confounding effect and the impression are contradictory in the presence effect side, additional experiments research is required.

• Smart Media Journal
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• v.13 no.1
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• pp.76-85
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• 2024

This study examined the Presence experience, resulting effects, and re-viewing intentions of visitors to experiential exhibition content. For this purpose a survey was conducted targeting 246 visitors to experiential exhibition content based on Hyecho's travel story and SilkRoad cultural heritage. As a result of the survey, understanding and interest in the content material and similar exhibition viewing experience did not affect Presence experience. In addition the higher the Presence experience of exhibition content, the greater the awareness and emotion that is the effect of Presence. And among the effects of Presence, emotion had a positive effect on revisiting intentions. Therefore, it was confirmed that future experiential exhibition contents require planning, production, and exhibition that allow users to experience Presence.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.94-99
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• 2007

In this study, we investigate the effect of social presence and affection on usage and participation in the UCC service. We have conducted a face-to-face survey along with an e-mail survey and obtained a total of 329 responses. The findings show that social presence has a significant impact on pleasure and arousal. Social presence and pleasure in turn show a positive impact on using the UCC service. However, arousal has no significant influence on the UCC service usage. Participation in the UCC service appears to be a different behavior than the UCC usage. Pleasure shows a negative effect on the UCC service participation, while arousal very strongly and positively affects the UCC service participation. The significance of this study can be found in that it empirically demonstrates the importance of social presence and affection in promoting the UCC service usage.

• The Journal of Information Systems
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• v.16 no.4
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• pp.195-221
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• 2007

In this study, we investigate the effect of social presence and affection on the UCC service participation. We have conducted a face-to-face survey along with an e-mail survey and obtained a total of 329 responses. The findings show that social presence has a significant impact on pleasure and arousal. Social presence in turn show a positive impact on participation in the UCC service. Meanwhile, pleasure shows a negative effect on the UCC service participation, while arousal very strongly and positively affects the UCC service participation. The significance of this study can be found in that it empirically demonstrates the importance of social presence and affection in promoting the UCC service.

• Journal of Distribution Science
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• v.13 no.5
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• pp.45-52
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• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.