• Title/Summary/Keyword: Products reliability

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Case Study on Economical Fabrication and Erection of Steel Structure and Reduction in Field Erection Time (경제적 철골제작$\cdot$설치 및 공기단축 사례분석연구)

  • Ahn Jae-Bong;Choi Yoon ki
    • Korean Journal of Construction Engineering and Management
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    • v.5 no.5 s.21
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    • pp.183-192
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    • 2004
  • Even in Korea the number of steel structure buildings that allow internal space and easy change of their layouts in accordance with the purpose of buildings and box-type steel bridges constructed with thick plates with thickness in a rage just from a few $\beta$AE to \$100\beta$AE is increasing these days and therefore, domestic fabrication and processing technology of members for steel structures is being improved at a pace faster than in the past to meet the growing requirements of consumers for high reliability on quality control on the related steel structures. However, most domestic fabricators os steel structures who are turning out their steel products in accordance with the designs prepared by engineering companies in their respective works for the sake of cost cut more than anything else, hesitating to introduce any advanced new technology into themselves. In the case of the steel structure design application for small and mid-size buildings in particular, it is quite meaningful not only for those who are involved in steel structure business, but also for the people working at construction work fields to review the result of the study on the connections of steel structure members deigned to obtain superb quality of steel structures within short period for steel fabrication and erection at fields in economical ways, as there is a glowing tendency seeking standardization of connection of steel structure members as well as whole structure together with the development on design of construction system of buildings including their exterior and interior decoration materials, manufacture of the related members and fabrication technique structure. This paper has been prepared with the aim to review the peculiar characteristics of buildings constructed with the main frames of steel structures and actual cases of the change made ing the connections between steel structure columns and between columns and girder members in order to reduce the work period necessary for fabrication and erection of steel structures at the maximum as well as the some examples of steel structures fabricated through automatic welding by robots for box-type columns in addition to the description of the problems found in the course of fabricating those steel structures, suggesting possible counter-measures to solve them.

A Study on Consumer Characteristics According to Social Media Use Clusters When Purchasing Agri-food Online (온라인 농식품 구매시 소셜미디어 이용 군집에 따른 소비자특성에 대한 연구)

  • Lee, Myoung-Kwan;Park, Sang-Hyeok;Kim, Yeon-Jong
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.4
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    • pp.195-209
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    • 2021
  • According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.

A Study on the Flammability and Combustion Risk of Biodiesel Mixture (바이오디젤 혼합물의 인화 및 연소 위험성에 관한 연구)

  • Kim, Ju Suk;Ko, Jae Sun
    • Journal of the Society of Disaster Information
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    • v.17 no.1
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    • pp.10-24
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    • 2021
  • Purpose: The purpose of this study is to determine the dangers of biodiesel and general diesel mixtures currently used as alternative fuels by equipment (tag method and penski Marten method) and to determine the difference between flash point and combustion point (closed, open) according to test methods. It is intended to be used as a reference material for identification and evaluation of firecausing substances by confirming the risk of mixtures by comparative analysis and measurement, and establishing a risk assessment method for chemical substances. Method: Flash point test method and result treatment were tested based on ASTM and KS M mode, which are tag sealing and pen schematense test methods used as flash point and combustion point test methods for crude oil and petroleum products. The manufacturer of the equipment used in this experiment was a test equipment that satisfies the test standards of KS M 2010 with equipment produced by TANAKA of Japan. The flash point and combustion point were measured, and the flash point according to the test method of biodiesel and general diesel mixture ( Closed, open), and the ignition point of a mixture of biodiesel and general diesel was compared and analyzed for ignition risk compared with conventional diesel. Results: Looking at the experimental results, first, as an analysis of the risk of flammability of the mixture, the flash point of a substance containing 70% biodiesel was found to be about 92℃ based on general diesel with a flash point of 64.5℃, and gasoline and biodiesel or When the biodiesel mixture was synthesized, it was confirmed that the flash point tends to decrease. In addition, the difference between the flash point and the combustion point was analyzed as about 20 ~ 30℃, and when a small amount of gasoline or methanol was mixed, the flash point was lowered, but it was confirmed that the combustion point was similar to that of the existing mixture. Conclusion: In this study, in order to secure the effectiveness of the details of the criteria for judging dangerous materials in the existing Dangerous Materials Safety Management Act, and to secure the reliability and reproducibility of the judgment of dangerous materials, we confirm the criteria for judging the risk of the mixture through an experimental study on flammable mixtures. It will be able to provide reference data for experimental criteria for flammable liquids that are regulated in the field. In addition, if this study accumulates know-how on experiment by test method, it is expected that it can be used as a basis for research on risk assessment and research on dangerous goods.

A Study on Flammability Risk of Flammable Liquid Mixture (가연성 액체 혼합물의 인화 위험성에 관한 연구)

  • Kim, Ju Suk;Koh, Jae Sun
    • Journal of the Society of Disaster Information
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    • v.16 no.4
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    • pp.701-711
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    • 2020
  • Purpose: In this study, the risk of flammability of a liquid mixture was experimentally confirmed because the purpose of this study was to confirm the increase or decrease of the flammability risk in a mixture of two substances (combustible+combustible) and to present the risk of the mixture. Method: Flash point test method and result processing were tested based on KS M 2010-2008, a tag sealing test method used as a flash point test method for crude oil and petroleum products. The manufacturer of the equipment used in this experiment was Japan's TANAKA. The flash point was measured with a test equipment that satisfies the test standards of KS M 2010 with equipment produced by the company, and LP gas was used as the ignition source and water as the cooling water. In addition, when measuring the flash point, the temperature of the cooling water was tested using cooling water of about 2℃. Results: First of all, in the case of flammable + combustible mixtures, there was little change in flash point if the flash point difference between the two substances was not large, and if the flash point difference between the two substances was low, the flash point tended to increase as the number of substances with high flash point increased. However, in the case of toluene and methanol, the flash point of the mixture was lower than that of the material with a lower flash point. Also, in the case of a paint thinner, it was not easy to predict the flash point of the material because it was composed of a mixture, but as a result of experimental measurement, it was measured between -24℃ and 7℃. Conclusion: The results of this study are to determine the risk of mixtures through experimental studies on flammable mixtures for the purpose of securing the effectiveness of the details of the criteria for determining dangerous goods in the existing dangerous goods safety management method and securing the reliability and reproducibility of the determination of dangerous goods Criteria have been presented, and reference data on experimental criteria for flammable liquids that are regulated in firefighting sites can be provided. In addition, if this study accumulates know-how on differences in test methods, it is expected that it can be used as a basis for research on risk assessment of dangerous goods and as a basis for research on dangerous goods determination.

Protein and Arabinoxylan Contents of Whole Grains from Wheat Genetic Resources Cultivated in Korea (국내에서 재배된 밀 유전자원의 통밀에서 단백질 및 아라비노자일란 함량 분석)

  • Yang, Jinwoo;Park, Jinhee;Son, Jae-Han;Kim, Kyeong-Hoon;Kim, Kyeong-Min;Jeong, Han-Yong;Kang, Chon-Sick;Son, Ji-Young;Park, Tae-Il;Choi, Changhyun
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.66 no.1
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    • pp.29-36
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    • 2021
  • Recently, phytochemicals in whole grains have received increasing attention because the increased consumption of whole grains and whole grain products has been associated with a reduced risk of chronic diseases. Among the phytochemicals in whole wheat, arabinoxylan influences various physiological activities and can aid the treatment of numerous health conditions, either directly or indirectly. In this study, 614 wheat germplasms, collected from the world, were cultivated in 2018 and harvested in 2019 in South Korea. The qualities of these whole grains, including seed protein content, were evaluated using the NIR spectrophotometric method, and arabinoxylan content was determined using enzymatic methods. The ash content was 0.36 to 2.80% and protein content was 7.66 to 20. The SDS-sedimentation for gluten complex ability ranged from 26.85 to 80.63 mL, and protein content showed a high correlation with SDS-sedimentation in the germplasms. Verify the result of the enzymatic method of arabinoxylan, the reliability of the experimental method was determined through repeatability, reproducibility, and recovery. The average value of the 614 resources was 51.64 mg/g of whole grain, and when classified according to the country of origin, the South Korean origin resources tended to have a higher content compared to the genetic resources of other countries. These results are expected to be used as basic data for setting standards for whole grain quality in wheat breeding systems.

Agrifood consumer competency index and food consumption behaviors based on the 2019 Consumption Behaviors Survey for Food (농식품 소비자역량지수와 식품소비행태에 관한 연구: 2019년 식품소비행태조사자료를 이용하여)

  • Kim, Eun-kyung;Kwon, Yong-seok;Lee, Da Eun;Jang, Hee Jin;Park, Young Hee
    • Journal of Nutrition and Health
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    • v.54 no.2
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    • pp.199-210
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    • 2021
  • Purpose: This study investigated the food consumption behaviors in Korean adults, according to the agrifood consumer competency index (ACCI). Methods: Data obtained from the 2019 Consumption Behaviors Survey for Food were analyzed. A total of 6,176 adults (2,783 males, 3,393 females) aged ≥ 19 years, were included in the study. Based on the score of agrifood consumer competency index, the subjects were classified into three groups. The dietary habits, eating-out and food-delivery/take-out behaviors, opinion of food labeling, and concerns for domestic products were compared among the 3 groups. Results: The ACCI scores of the male and female subjects were 63.6 and 64.8, respectively. Subjects of both genders in the highest tertile of the ACCI were more likely to have a higher education level and higher health concerns, as compared to subjects in the lowest tertile (p < 0.05). Male subjects having highest tertile of the ACCI reported significantly more exercise and alcohol consumption, as compared to subjects in the lowest tertile (p < 0.05). A higher score of the ACCI also portrayed a higher satisfaction in own diet and greater checking of the food label. Moreover, subjects with a higher score of the ACCI showed greater satisfaction and reliability in the food label, as well as increased concerns for domestic agrifoods, local foods, and eco-friendly foods. Subjects in the lowest tertile of the ACCI acquired their dietary information from acquaintances, whereas subjects in the highest tertile of the ACCI learnt the information from food labels themselves. Conclusion: These results are indicative of the food consumption and behaviors of Korean adults according to their ACCI scores, and provide basic data that will be useful for implementing an effective food policy.

A Study on the Effect of User Value on Smartwatch Digital HealthcareAcceptance Intention to Promote Digital Healthcare Venture Start Up (Digital Healthcare 벤처창업 촉진을 위한, 사용자 가치가 Smartwatch Digital Healthcare 수용의도에 미치는 영향 연구)

  • Eekseong Jin;soyoung Lee
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.2
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    • pp.35-52
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    • 2023
  • Recently, as the non-face-to-face environment has developed due to COVID-19 and environmental pollution, the importance of online digital healthcare is increasing, and venture start-ups and activities such as health care, telemedicine, and digital treatments are also actively underway. This study conducted the impact on the acceptability of digital healthcare smartwatches with an integrated approach of the expanded integrated technology acceptance model (UTAUT2) and the behavioral inference model (BRT). The most advanced integrated technology acceptance model for innovative technology acceptance research was used to identify major factors such as utility expectations, social effects, convenience, price barriers, lack of alternatives, and behavioral intentions. For the study, about 410 responses from ordinary people in their teens to 60s across the country were collected, and based on this, the hypothesis was verified using structural equations after testing reliability and validity of the data. SPSS 23 and AMOS 23 were used for research analysis. Studies have shown that personal innovation has a significant impact on the reasons for acceptance (use value, social impact, convenience of use), attitude, and non-use (price barriers, lack of alternatives, and barriers to use). These results are the same as the results of previous studies that confirmed the influence of the main value of innovative ICT on user acceptance intention. In addition, the reason for acceptance had a significant effect on attitude, but the effect of the reason for non-acceptance was not significant. It can be analyzed that consumers are interested in new ICT products and new services, but purchase them more carefully and selectively. This study has evolved from the acceptance analysis of general-purpose consumer innovation technology to the acceptance analysis of consumer value in smartwatch digital healthcare, which is a new and important area in the future. Industrially, it can contribute to the product's purchase and marketing. It is hoped that this study will contribute to increasing research in the digital healthcare sector, which will play an important role in our lives in the future, and that it will develop into in-depth factors that are more suitable for consumer value through integrated approach models and integrated analysis of consumer acceptance and non-acceptance.

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Optimization and Applicability Verification of Simultaneous Chlorogenic acid and Caffeine Analysis in Health Functional Foods using HPLC-UVD (HPLC-UVD를 이용한 건강기능식품에서 클로로겐산과 카페인 동시분석법 최적화 및 적용성 검증)

  • Hee-Sun Jeong;Se-Yun Lee;Kyu-Heon Kim;Mi-Young Lee;Jung-Ho Choi;Jeong-Sun Ahn;Jae-Myoung Oh;Kwang-Il Kwon;Hye-Young Lee
    • Journal of Food Hygiene and Safety
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    • v.39 no.2
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    • pp.61-71
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    • 2024
  • In this study, we analyzed chlorogenic acid indicator components in preparation for the additional listing of green coffee bean extract in the Health Functional Food Code and optimized caffeine for simultaneous analysis. We extracted chlorogenic acid and caffeine using 30% methanol, phosphoric acid solution, and acetonitrile-containing phosphoric acid and analyzed them at 330 and 280 nm, respectively, using liquid chromatography. Our analysis validation results yielded a correlation coefficient (R2) revealing a significance level of at least 0.999 within the linear quantitative range. The chlorogenic acid and caffeine detection and quantification limits were 0.5 and 0.2 ㎍/mL and 1.4, and 0.4 ㎍/mL, respectively. We confirmed that the precision and accuracy results were suitable using the AOAC validation guidelines. Finally, we developed a simultaneous chlorogenic acid and caffeine analysis approach. In addition, we confirmed that our analysis approach could simultaneously quantify chlorogenic acid and caffeine by examining the applicability of each formulation through prototypes and distribution products. In conclusion, the results of this study demonstrated that the standardized analysis would expectably increase chlorogenic acidcontaining health functional food quality control reliability.

Critical Success Factor of Noble Payment System: Multiple Case Studies (새로운 결제서비스의 성공요인: 다중사례연구)

  • Park, Arum;Lee, Kyoung Jun
    • Journal of Intelligence and Information Systems
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    • v.20 no.4
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    • pp.59-87
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    • 2014
  • In MIS field, the researches on payment services are focused on adoption factors of payment service using behavior theories such as TRA(Theory of Reasoned Action), TAM(Technology Acceptance Model), and TPB (Theory of Planned Behavior). The previous researches presented various adoption factors according to types of payment service, nations, culture and so on even though adoption factors of identical payment service were presented differently by researchers. The payment service industry relatively has strong path dependency to the existing payment methods so that the research results on the identical payment service are different due to payment culture of nation. This paper aims to suggest a successful adoption factor of noble payment service regardless of nation's culture and characteristics of payment and prove it. In previous researches, common adoption factors of payment service are convenience, ease of use, security, convenience, speed etc. But real cases prove the fact that adoption factors that the previous researches present are not always critical to success to penetrate a market. For example, PayByPhone, NFC based parking payment service, successfully has penetrated to early market and grown. In contrast, Google Wallet service failed to be adopted to users despite NFC based payment method which provides convenience, security, ease of use. As shown in upper case, there remains an unexplained aspect. Therefore, the present research question emerged from the question: "What is the more essential and fundamental factor that should takes precedence over factors such as provides convenience, security, ease of use for successful penetration to market". With these cases, this paper analyzes four cases predicted on the following hypothesis and demonstrates it. "To successfully penetrate a market and sustainably grow, new payment service should find non-customer of the existing payment service and provide noble payment method so that they can use payment method". We give plausible explanations for the hypothesis using multiple case studies. Diners club, Danal, PayPal, Square were selected as a typical and successful cases in each category of payment service. The discussion on cases is primarily non-customer analysis that noble payment service targets on to find the most crucial factor in the early market, we does not attempt to consider factors for business growth. We clarified three-tier non-customer of the payment method that new payment service targets on and elaborated how new payment service satisfy them. In case of credit card, this payment service target first tier of non-customer who can't pay for because they don't have any cash temporarily but they have regular income. So credit card provides an opportunity which they can do economic activities by delaying the date of payment. In a result of wireless phone payment's case study, this service targets on second of non-customer who can't use online payment because they concern about security or have to take a complex process and learn how to use online payment method. Therefore, wireless phone payment provides very convenient payment method. Especially, it made group of young pay for a little money without a credit card. Case study result of PayPal, online payment service, shows that it targets on second tier of non-customer who reject to use online payment service because of concern about sensitive information leaks such as passwords and credit card details. Accordingly, PayPal service allows users to pay online without a provision of sensitive information. Final Square case result, Mobile POS -based payment service, also shows that it targets on second tier of non-customer who can't individually transact offline because of cash's shortness. Hence, Square provides dongle which function as POS by putting dongle in earphone terminal. As a result, four cases made non-customer their customer so that they could penetrate early market and had been extended their market share. Consequently, all cases supported the hypothesis and it is highly probable according to 'analytic generation' that case study methodology suggests. We present for judging the quality of research designs the following. Construct validity, internal validity, external validity, reliability are common to all social science methods, these have been summarized in numerous textbooks(Yin, 2014). In case study methodology, these also have served as a framework for assessing a large group of case studies (Gibbert, Ruigrok & Wicki, 2008). Construct validity is to identify correct operational measures for the concepts being studied. To satisfy construct validity, we use multiple sources of evidence such as the academic journals, magazine and articles etc. Internal validity is to seek to establish a causal relationship, whereby certain conditions are believed to lead to other conditions, as distinguished from spurious relationships. To satisfy internal validity, we do explanation building through four cases analysis. External validity is to define the domain to which a study's findings can be generalized. To satisfy this, replication logic in multiple case studies is used. Reliability is to demonstrate that the operations of a study -such as the data collection procedures- can be repeated, with the same results. To satisfy this, we use case study protocol. In Korea, the competition among stakeholders over mobile payment industry is intensifying. Not only main three Telecom Companies but also Smartphone companies and service provider like KakaoTalk announced that they would enter into mobile payment industry. Mobile payment industry is getting competitive. But it doesn't still have momentum effect notwithstanding positive presumptions that will grow very fast. Mobile payment services are categorized into various technology based payment service such as IC mobile card and Application payment service of cloud based, NFC, sound wave, BLE(Bluetooth Low Energy), Biometric recognition technology etc. Especially, mobile payment service is discontinuous innovations that users should change their behavior and noble infrastructure should be installed. These require users to learn how to use it and cause infra-installation cost to shopkeepers. Additionally, payment industry has the strong path dependency. In spite of these obstacles, mobile payment service which should provide dramatically improved value as a products and service of discontinuous innovations is focusing on convenience and security, convenience and so on. We suggest the following to success mobile payment service. First, non-customers of the existing payment service need to be identified. Second, needs of them should be taken. Then, noble payment service provides non-customer who can't pay by the previous payment method to payment method. In conclusion, mobile payment service can create new market and will result in extension of payment market.

State of Mind in the Flow 4-Channel Model and Play (플로우 4경로모형의 마음상태와 플레이(play))

  • Sohn, Jun-Sang
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.2
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    • pp.1-29
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    • 2007
  • The flow theory becomes one of the most important frameworks in the internet research arena. Hoffman and Novak proposed a hierarchical flow model showing the antecedents and outcomes of flow and the relationship among these variables in the hyper-media computer circumstances (Hoffman and Novak 1996). This model was further tested after their initial research (Novak, Hoffman, and Yung 2000). At their paper, Hoffman and Novak explained that the balance of challenge and skill leads to flow which means the positive optimal state of mind (Hoffman and Novak 1996). An imbalance between challenge and skill, leads to negative states of mind like anxiety, boredom, apathy (Csikszentmihalyi and Csikszentmihalyi 1988). Almost all research on the flow 4-channel model have been focusingon flow, the positive state of mind (Ellis, Voelkl, and Morris 1994 Mathwick and Rigdon 2004). However, it also needs to examine the formation of the negative states of minds and their outcomes. Flow researchers explain play or playfulness as antecedents or the early state of flow. However, play has been regarded as a distinct concept from flow in the flow literatures (Hoffman and Novak 1996; Novak, Hoffman, and Yung 2000). Mathwick and Rigdon discovered the influences of challenge and skill on play; they also observed the influence of play on web-loyalty and brand loyalty (Mathwick and Rigdon 2004). Unfortunately, they did not go so far as to test the influences of play on state of mind. This study focuses on the relationships between state of mind in the flow 4-channel model and play. Early research has attempted to hypothetically explain state of mind in flow theory, but has not been tested except flow until now. Also the importance of play has been emphasized in the flow theory, but has not been tested in the flow 4-channel model context. This researcher attempts to analyze the relationships among state of mind, skill of play, challenge, state of mind and web loyalty. For this objective, I developed a measure for state of mind and defined the concept of play as a trait. Then, the influences of challenge and skill on the state of mind and play under on-line shopping conditions were tested. Also the influences of play on state of mind were tested and those of flow and play on web loyalty were highlighted. 294 undergraduate students participated in this research survey. They were asked to respond about their perceptions of challenge, skill, state of mind, play, and web-loyalty to on-line shopping mall. Respondents were restricted to students who bought products on-line in a month. In case of buying products at two or more on-line shopping malls, they asked to respond about the shopping mall where they bought the most important one. Construct validity, discriminant validity, and convergent validity were used to check the measurement validations. Also, Cronbach's alpha was used to check scale reliability. A series of exploratory factor analyses was conducted. This researcher conducted confirmatory factor analyses to assess the validity of measurements. All items loaded significantly on their respective constructs. Also, all reliabilities were greater than.70. Chi-square difference tests and goodness of fit tests supported discriminant and convergent validity. The results of clustering and ANOVA showed that high challenge and high skill leaded to flow, low challenge and high skill leaded to boredom, and low challenge and low skill leaded to apathy. But, it was different from my expectation that high challenge and low skill didnot lead to anxiety but leaded to apathy. The results also showed that high challenge and high skill, and high challenge and low skill leaded to the highest play. Low challenge leaded to low play. 4 Structural Equation Models were built by flow, anxiety, boredom, apathy for analyzing not only the impact of play on state of mind and web-loyalty, but also that of state of mind on web-loyalty. According the analyses results of these models, play impacted flow and web-loyalty positively, but impacted anxiety, boredom, and apathy negatively. Results also showed that flow impacted web-loyalty positively, but anxiety, boredom, and apathy impacted web-loyalty negatively. The interpretations and implications of the test results of the hypotheses are as follows. First, respondents belonging to different clusters based on challenge and skill level experienced different states of mind such as flow, anxiety, boredom, apathy. The low challenge and low skill group felt the highest anxiety and apathy. It could be interpreted that this group feeling high anxiety or fear, then avoided attempts to shop on-line. Second, it was found that higher challenge leads to higher levels of play. Test results show that the play level of the high challenge and low skill group (anxiety group) was higher than that of the high challenge and high skill group (flow group). However, this was not significant. Third, play positively impacted flow and negatively impacted boredom. The negative impacts on anxiety and apathy were not significant. This means that the combination of challenge and skill creates different results. Forth, play and flow positively impacted web-loyalty, but anxiety, boredom, apathy had negative impacts. The effect of play on web-loyalty was stronger in case of anxiety, boredom, apathy group than fl ow group. These results show that challenge and skill influences state of mind and play. Results also demonstrate how play and flow influence web-loyalty. It implies that state of mind and play should be the core marketing variables in internet marketing. The flow theory has been focusing on flow and on the positive outcomes of flow experiences. But, this research shows that lots of consumers experience the negative state of mind rather than flow state in the internet shopping circumstance. Results show that the negative state of mind leads to low or negative web-loyalty. Play can have an important role with the web-loyalty when consumers have the negative state of mind. Results of structural equation model analyses show that play influences web-loyalty positively, even though consumers may be in the negative state of mind. This research found the impacts of challenge and skill on state of mind in the flow 4-channel model, not only flow but also anxiety, boredom, apathy. Also, it highlighted the role of play in the flow 4-channel model context and impacts on web-loyalty. However, tests show a few different results from hypothetical expectations such as the highest anxiety level of apathy group and insignificant impacts of play on anxiety and apathy. Further research needs to replicate this research and/or to compare 3-channel model with 4-channel model.

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