• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Management & Information Systems Review
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• v.30 no.1
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• pp.211-226
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• 2011

This study was intended to investigate the attributes of the Internet shopping mall and to examine the effects of each attribute on the consumer purchase intention. 279 valid responses of total 300 questionnaire were used for the analysis of this study. Both the exploratory factor analysis and reliability analysis were conducted to evaluate the conceptual validity and internal coherence of the determining variables and the use intention. The factor analysis resulted in identifying the five factors of the Internet shopping mall and on the multiple regression analysis, three of the five identified factors were found to affect significantly the purchase intention. According to the verified results interactivity(t=4.384) was found to affect positively the use intention, while privacy risk(t=-2.985) and delivery risk(t=-2.257) were found to affect negatively the purchase intention. Managerial suggestions are recommended as the results of analysis. It is urgently necessary for decreasing countermeasures delivery risk and privacy risk to enhance purchase intention of customers in internet shopping malls. Especially obtaining more information on consumers gives short-term advantages to marketers, perceived slackness in privacy will hinder purchase intention in internet shopping malls in the long run by causing distrust of consumers. Other limitations and future research directions are also mentioned.

• Journal of the Korean Home Economics Association
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• v.45 no.5
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• pp.95-119
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• 2007

The purpose of this study was to investigate the shopping values(utilitarian and hedonic values) sought and the risks(economic, functional, socio-psychological, and privacy) perceived by consumers who participate in Internet auctions by determining the factors that affect their shopping values and risk perceptions. Empirical data were collected by an Internet survey of netizens who were interested in and had experience in Internet auctions. Questionnaires were distributed to the subjects through an Internet survey site and at an Internet auction cafe. A total of 300 questionnaires were analyzed. The results showed that consumers showed a slightly greater pursuit of a utilitarian value than a hedonic outcome in their Internet auction practices; however the outcomes pursued by consumers in their teens and twenties tended to be more hedonic than utilitarian. Consumers with a higher level of innovation, self-confidence in purchase, and need for information searching showed a greater pursuit of utilitarian and hedonic outcomes. The group of consumers with a higher expectation for legal protection pursued a more utilitarian outcome, whereas the group of consumers with higher influence from the reference group pursued a more hedonic outcome. The consumers showed that they perceived functional risk as boing most serious, followed by privacy risk, economic risk, and socio-psychological risk. Subjects with higher degrees of innovation, self-confidence in purchase and self-control perceived economic risk as critical. Functional risk was perceived to be highest in the group of consumers with self-control and a need for information searching, whereas socio-psychological risk was perceived to be highest in the group of consumers showing more self-control. Privacy risk was perceived to be highest in the group of consumers with a higher degree of innovation and lowest in both groups of higher and lower affection. Both economic and privacy risks were perceived to be lower in the group of lower pursuit of a hedonic outcome.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2001.10a
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• pp.184-187
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• 2001

The purpose of this study is to find the perceived risk which influences consumers' purchase attitudes so that consumers' participation in electronic commerce could be enhanced. Consumer behavior involves risk in the sense that any action of a consumer will produce consequences which one cannot anticipate, and some of which are at least likely to be unpleasant. The types of perceived risks are financial risk, performance risk, social risk, psychological risk, time loss, opportunity loss, privacy risk, fashion loss, delivery risk, seller's response risk and seller's fraud risk The findings are as follows: $\circled1$ The financial risk, performance risk, time loss, delivery risk, seller's response risk and seller's fraud risk have negative effects on the consumers' purchase attitudes. $\circled2$ There is no difference in the level of perceived risk according to the demographic factors such as age, education and income level.

• Asia pacific journal of information systems
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• v.31 no.4
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• pp.582-605
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• 2021

The study aims to explore the nature, drivers of BAE. In particular, how and why consumers engage with branded mobile apps. Since consumer engagement is a multi-dimensional and complex phenomenon, the authors took an interpretivist paradigm and used a grounded theory approach by interviewing 24 participants. The findings reveal that branded app engagement (BAE) is triggered by mainly three aspects, i.e., media characteristics (Privacy and security, customization, and convenience), brand-related aspects (brand image and product/service quality), and benefits sought (inherent and derived). More importantly, we uncover the underlying mechanism for each factor. Furthermore, the study explains the BAE process in its entirety from an app-centric perspective rather the brand powering the app. Thus, the study offers a fresh perspective and novel insights into the BAE process.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.34 no.3
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• pp.505-513
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• 2024

This study investigates how consumers perceive the collection of behavioral information through 'cookies' on OTT platforms and the impact it has on personalized services. Through SPSS analysis on 120 consumers, which was conducted to examine four hypotheses, correlations were found between awareness of OTT companies' behavioral information collection and online tracking recognition, awareness and willingness to provide cookies, and the extent of confirming behavioral information collection terms during registration and online tracking recognition. The study concludes that consumer knowledge about behavioral information significantly influences the importance and intention to use personalized services, highlighting the need for regulatory measures by both companies and government entities.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.175-187
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• 2010

E-commerce has been developing rapidly by enabling companies to sell their products or services online. However, adoption of an e-commerce website still faces lots of problems, such as changing consumer behaviors from purchasing in physical stores to purchasing online, privacy and risk, and so on. The purpose of this study is to analyze the influence of consumers' attitude on actual purchasing behavior based on the degree of product information. In this study, we designed two kinds of product web pages which show different degrees of product information. The first web page has adequate product information, and the second one has much less product information than the first one. We found that according to degree of product information, there is a difference among perceived usefulness, privacy, attitude and actual behavior. And we also reveal weight difference between the two kinds of webpages. Finally, we indicated that variables have impact effect on both mutual relations and preceding relationships.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.346-359
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• 2018

Currently, dramatic change had led to the growth of the distribution environment and the retailer's distribution channel. This change had shifted the 'single channel' to 'multi channel', and from 'cross channel' to 'omni channel'. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers' perceived risk as well as consumers' perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel's instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel's instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.211-222
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• 2014

This study investigates the antecedents of continuance intention of mobile SNS. In addition, it also explores the mediating role of perceived value in the relationship between the antecedent and continuance intention. This study posits that a social influence, perceived usefulness, privacy concern, and a perceived effort of use are major factors to influence continuance intention of SNS. By using a PLS analysis, this finding suggests that consumers' perception of the value of SNS which is previously overlooked, is a primary determinant of continuance intention, and the other exploratory factors are mediated through perceived value in cognitive aspect. This research aims to examine consumer's SNS continuance intention in terms of consumer's perspective, not just from the technology user perspective. Therefore, this research provides a useful guideline for marketing managers on how to manage Mobile SNS properly.

• International Journal of Human Ecology
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• v.13 no.2
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• pp.87-100
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• 2012

Smart wear integrates computing technology into fabric or a garment for additional functionality. This research explored the attitudes and opinions of the use of smart wear from the viewpoint of caregivers. Thirty two individuals including care providers of children and adult family members with health problems participated in focus group interviews. Participants reported being interested in smart wear because of the potential to detect the location (GPS) of a dependent (e.g., child, elderly) and to monitor vital signs. Participants indicated perceived advantages of smart wear such as identifying geographical location and effectiveness. Perceived concerns mentioned were privacy/security issues and accuracy of data. Participants taking care of dependents without a specific disease were hesitant to adopt and pay for smart wear. However, caregivers of elderly individuals expressed positive adoption intentions and willingness to reasonably pay for smart wear. They indicated expectations that potential insurance would provide coverage for cost savings. Caregivers expressed the need of specific requirements for future adoption such as customizability, and comfort/safety. Specific to smart wear clothing, most respondents preferred it be an undershirt or a jacket with a sensor located in the shoulder area. The findings from this study can be used in product development, promotion and marketing of smart wear.