With the rapid development of mobile communication tools, customers are using SNS as a major information tool. SNS can provide information to a small number of customers as well as people around them, with information about a product or service that a small number of customers know through experience. With these characteristics, dessert cafes are being used as a major marketing tool for online websites and mobile phones using SNS. Therefore, in this study, theoretical considerations about e-WOM quality, perceived value, and visit intention were performed. The effect of e-WOM quality of dessert cafe on perceived value was analyzed and the effect of perceived value on visit intention was analyzed. Based on these results, I would like to suggest theoretical implications and practical implications for online marketing of dessert cafes. This study was conducted to survey the customers who have visited dessert cafe through oral communication within the last 6 months. The survey was conducted from September 4, 2018 to September 18, 2018, and was used for the analysis of 317 additional items. The research hypotheses between the e-WOM quality of the dessert cafe and the utilitarian value, hedonic value, and visiting intention were used the structural equation model(SEM). First, neutrality and interactivity have a significant effect on utilitarian value, but consensus and vividness have not significant effect. Second, It was found that the consensus, vividness, and neutrality had a significant effect on the hedonic value but interactivity was not found to have a significant effect. Third, hedonic value has a significant effect on visit intention, but utilitarian value has not significant effect. As a result, online e-WOM quality management is important.
This study reviewed the current status of low-experienced teacher librarians with less than 5 years and attempted to identify their educational needs through IPA analysis, Borich Priority Formula, and The Locus for Focus Model. A survey was conducted on low-experienced teacher librarians with less than 5 years of experience to analyze their process in the pre-service teacher training and experiences before an appointment and to identify teacher librarians instructional expertise. The results of the analysis of the study are as follows. First, there was a statistically significant difference between the importance and performance in all areas of instructional expertise of low-experienced teacher librarians. Second, 'reading education-practice progress' was recognized as a 'Keep up good work' with high importance and satisfaction, and 'library-based instruction planning, progress evaluation', 'information literacy-curriculum design', and 'digital and media literacy education-progress and evaluation' were recognized as areas of 'Concentrate here' through IPA analysis. Third, In the Borich Priority Formula, 'teaching-learning evaluation', 'teaching-learning progress', and 'teaching-learning plan' in the Library based instruction area showed the highest educational needs. Fourth, the library-based instruction was shown to the high discrepancy/high importancy area as same as the Borich Proity Formula. The results of this study can provide implications for improving the instructional expertise of teacher librarians.
The Riparian Buffer Zone(RBZ) is a sustainable social-ecological system created in the middle zone between water and land. For the RBZ, close communication with the local community is important, and it is necessary to promote it as a communicative environmental planning process. In this study, for the RBZ project, three strategies are presented as a communicative act to understand and implement planning. First, government-led projects were avoided and improved to a process in which citizens and stakeholders participated together, centered on local partnership. Second, it was intended to introduce design criterias in terms of enhancing the function of ecosystem services that citizens can sympathize with, and to increase acceptance and awareness through the planning of preferred spaces and facilities. Third, after a balanced plan for habitats, water cycle-based ecological environment, ecological experience and open space, citizens felt the restoration effect and value as an ecological resources, and a system was prepared to participate in the operation and management. This study will work as a process model based on citizens's participation. In addition, it will be possible to provide lessons for the change of the policy paradigm for the RBZ and the implementation of similar projects in the future.
Metaverse is one of the most frequently used words recently, with digitalization accelerated by the COVID-19 pandemic that started in 2019 and the development of information and communication technology. It is expected to bring a new revolution in our life as a whole in user experience. In particular, as telecommuting was adopted in the business area, interest in virtual office services such as digital video conferencing and remote offices, which are similar to the metaverse, has also increased. In this study, a study on the intention to use the metaverse service used in the work environment was applied to the Unified Theory of Acceptance and Use of Technology 2(UTAUT2). External variables for metaverse characteristics, such as self-presentation, telepresence, and technostress, were analyzed and discussed. In this study, PC-based Gather.town and VR-based Facebook Horizon, currently the most well-known and considered usable in work environments, were introduced to potential users and conducted a survey. This study has academic implications in that the research has examined the factors that affect the technology acceptance intention of users who want to apply the metaverse as a work environment based on the UTAUT2 model, unlike previous studies that have been mainly researched on the general metaverse. In practice, it may be helpful to suggest factors that should be considered when firms adopt the metaverse for business purposes.
This After the debut of 5G, our lives have changed a lot. In particular, the proliferation of wireless network services through smartphones and LTE has completely changed the existing mobile communication services that are limited to voice/text communication between individuals and individuals, and new innovative services have emerged in all aspects of personal and corporate activities. This study verified the relationship between the social characteristics of 5G services and users' willingness to use 5G services. It analyzed the influence relationship between independent variables (social reality, subjective norms), media variables (perceived usefulness) and dependent variables (use intention), set hypotheses, and identified the media effects of perceived usefulness. The measurement items of variables are defined, and the research model of 5G service usage intention is designed. A questionnaire survey was conducted on the measurement items for users who have experience in using 5G services. Based on this result, among the social factors of users of 5G services, social reality and subjective norms are suitable factors to improve users' intentions. And through this research we put forward the enlightenment, discussed the limitations of the research and future research directions.
Smart tourism aims to maximize the utilization of local tourism resources, effectively manages cities and contributes to improving communication and quality of life between tourists and residents. Therefore, smart tourism emphasizes synergistic collaboration, considering both residents and tourists. This study explores smart tourism interaction and roles in enhancing regional competitiveness. By conducting thorough examination, focusing on integrating the four key elements of smart tourism city (smart experience, smart convenience, smart accessibility, and smart platform) with local residents, local businesses, regional resources, and ecosystem to foster positive synergies, Incheon smart tourism city project was employed as a single case study design. Research results indicate that the collaborative model of a smart tourism city positively impacts service satisfaction and strengthens regional tourism competitiveness. Building upon these results, this study aims to contribute to the development of smart tourism cities by proposing directions for future development and emphasizing the enhancement of regional competitiveness through the integration of smart technology and local tourism.
Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as