• Asia pacific journal of information systems
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• v.19 no.4
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• pp.101-124
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• 2009

According to Wikipedia, virtual reality (VR) is defined as a technology that allows a user to interact with a computer-simulated environment. Due to a rapid growth in information technology (IT), the cost of virtual reality has been decreasing while the utility of virtual reality advertisements has dramatically increased. Nevertheless, only a few studies have investigated the effects of virtual reality advertisement on consumer behaviors. Therefore, the objective of this study is to empirically examine the effects of virtual reality advertisement. Compared to traditional online advertisements, virtual reality advertisement enables consumers to experience products realistically over the Internet by providing high media richness, interactivity, and telepresence (Suh and Lee, 2005). Advertisements with high media richness facilitate consumers' understanding of advertised products by providing them with a large amount and a high variety of information on the products. Interactivity also provides consumers with a high level of control over the computer-simulated environment in terms of their abilities to adjust the information according to their individual interests and concerns and to be active rather than passive in their engagement with the information (Pimentel and Teixera, 1994). Through high media richness and interactivity, virtual reality advertisements can generate compelling feelings of "telepresence" (Suh and Lee, 2005). Telepresence is a sense of being there in an environment by means of a communication medium (Steuer, 1992). Virtual reality advertisements enable consumers to create a perceptual illusion of being present and highly engaged in a simulated environment, while they are in reality physically present in another place (Biocca, 1997). Based on the characteristics of virtual reality advertisements, a research model has been proposed to explain consumer responses to the virtual reality advertisements. The proposed model includes two dimensions of consumer responses. One dimension is consumers' rational response, which is based on the Information Processing Theory. Based on the Information Processing Theory, product knowledge and perceived risk are selected as antecedents of intention to purchase. The other dimension is emotional response of consumers, which is based on the Attitude-Structure Theory. Based on the Attitude-Structure Theory, arousal, flow, and positive affect are selected as antecedents of intention to purchase. Because it has been criticized to have investigated only one of the two dimensions of consumer response in prior studies, our research model has been built so as to incorporate both dimensions. Based on the Attitude-Structure Theory, we hypothesized the path of consumers' emotional responses to a virtual reality advertisement: (H1) Arousal by the virtual reality advertisement increases flow; (H2) Flow increases positive affect; and (H3) Positive affect increases intension to purchase. In addition, we hypothesized the path of consumers' rational responses to the virtual reality advertisement based on the Information Processing Theory: (H4) Increased product knowledge through the virtual reality advertisement decreases perceived risk; and (H5) Perceived risk decreases intension to purchase. Based on literature of flow, we additionally hypothesized the relationship between flow and product knowledge: (H6) Flow increases product knowledge. To test the hypotheses, we conducted a free simulation experiment [Fromkin and Streufert, 1976] with 300 people. Subjects were asked to use the virtual reality advertisement of a cellular phone on the Internet and then answer questions about the variables. To check whether subjects fully experienced the virtual reality advertisement, they were asked to answer a quiz about the virtual reality advertisement itself. Responses of 26 subjects were dropped because of their incomplete answers. Responses of 274 subjects were used to test the hypotheses. It was found that all of six hypotheses are accepted. In addition, we found that consumers' emotional response has stronger impact on their intention to purchase than their rational response does. This study sheds much light into practical implications for both IS researchers and managers. First of all, while most of previous research has analyzed only one of the customers' rational and emotional responses, we theoretically incorporated and empirically examined both of the two sides. Second, we empirically showed that mediators such as arousal, flow, positive affect, product knowledge, and perceived risk play an important role between virtual reality advertisement and customer's intention to purchase. In addition, the findings of this study can provide a basis of practical strategies for managers. It was found that consumers' emotional response is stronger than their rational response. This result indicates that advertisements using virtual reality should focus on the emotional side, and that virtual reality can be served as an appropriate advertisement tool for fancy products that require their online advertisements to give an impetus to customers' emotion. Finally, even if this study examined the effects of virtual reality advertisement of cellular phone, its findings could be applied to other products that are suited for virtual experience. However, this research has some limitations. We were unable to control different kinds of consumers and different attributes of products on consumers' intention to purchase. It is, therefore, deemed important for future research to control the consumer and product types for more reliable results. In addition to the consumer and product attributes, other variables could affect consumers' intention to purchase. Thus, the future research needs to find ways t control other variables.

• Journal of Korea Water Resources Association
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• v.44 no.10
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• pp.777-786
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• 2011

In the previous researches for storm sewer design, the flow path, pipe diameter and pipe slope were determined to minimize the construction cost. But in the sewer networks, the flows can be changed according to flow path. The current optimal sewer layout models have been focussed on satisfying the design inflow for sewer designs, whereas the models did not consider the occurrences of urban inundation from excessive rainfall events. However, in this research, the sewer networks are determined considering the superposition effect to reduce the inundation risk by controlling and distributing the inflows in sewer pipes. Then, urban inundation can be reduced for excessive rainfall events. An Optimal Sewer Layout Model (OSLM) was developed to control and distribute the inflows in sewer networks and reduce urban inundation. The OSLM uses GA (Genetic Algorithm) to solve the optimal problem for sewer network design and SWMM (Storm Water Management Model) to hydraulic analysis. This model was applied to Hagye basin with 44 ha. As the applied results, in the optimal sewer network, the peak outflow at outlet was reduced to 7.1% for the design rainfall event with 30 minutes rainfall duration versus that of current sewer network, and the inundation occurrence was reduced to 24.2% for the rainfall event with 20 years frequency and 1 hour duration.

• Journal of the Korean Society of Marine Environment & Safety
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• v.22 no.2
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• pp.153-159
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• 2016

Gwangyang traffic safety designated area is composed of 3 fairways (Deep water fairway, inbound fairway, and outbound fairway). However, inbound vessels can't use this passage because of Samyeo rock and artificial fishing banks in inbound route. The problem with the rocks and artificial fishing banks has been raised by ship navigators and authorities of the port. This research is about the safety evaluation and management plan of the passage, and we conducted maritime traffic simulation using a model based on a ship operator risks. As a result, assuming that future marine traffic volume is the same as the present, and if the ship operators use 3 fairways and not two, it showed risk reduction of 46.4 % (vessels over 50,000 DWT using DW route) and 57.1 % (vessels over 10,000 DWT using DW route). Also, in a traffic volume condition which is the same as the present, to induce vessels over 50,000 DWT to use DW route is effective in mitigating of risks. Meanwhile, in a condition which increased the traffic volume by 150 %, it is more effective to induce vessels to use DW route. This research is the result of analysis using the model based on ship operator risks, and not cost-effectiveness analysis on the removal of Samyeo rock and artifical fishing banks. This research is expected to be used on setting up the sea route and management plan (particularly, restriction on passing DW route).

• Korean Journal of Construction Engineering and Management
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• v.9 no.6
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• pp.137-146
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• 2008

Both competent authorities and private entrepreneurs face plenty of risks when negotiating BTO(Build Transfer Operation) methods of PPI(Private Participations in Infrastructures) projects. Also, success and failure of projects largely depend on the concession agreement contract. In this study, for more efficient negotiation, major issues are examined, and quantitatively analyzed to find out not only the relationship but also the characteristics of which these issues share. Questionnaire research was conducted through both research and by experts who were divided into an ordering agency, design company and constructor. Characteristics of major issues were quantitatively analyzed using the Likert index method, ANOVA(ANalysis of VAriance) and AHP(Analytic Hierarchy Process) analysis. Case studies were examined in order to estimate construction cost, rates of return, government finance support, level of operation-revenues guarantees, estimating operational costs and usage fees. With these 6 items, relative priority, relative impression which is sensible to risk and extent of difficulty in presenting data which is objective were quantitatively analyzed by the ordering agency, design company and constructor groups. From the analysis, there were some similarities between the design company and constructor groups while there was less of similarities between the ordering agency and design company or constructor. The government is diversifying the methods of project promotion, and PPI project from infrastructure-centered to public culture facilities are being expand. The current study will provide not only supporting efficient negotiation but also revitalizing PPI projects.

• Information Systems Review
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• v.7 no.1
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• pp.173-193
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• 2005

ASP service that is emerging as a new form of application outsourcing has the advantage of lower cost and risk. Therefore, ASP service may be attractive for small firms and even some new companies. However, studies about ASP service are rare in academic and professional journals, and most of the articles about outsourcing were considering mainly large enterprises. The purpose of this article is to analyze the effects of the some context variables of Korean small businesses on ASP service usage pattern, and the effect of ASP service usage pattern on user satisfaction and firm performance. The analysis results show that firm size has a positive impact on IT need of small businesses, and IT need of small businesses have a positive impact on training period and past usage period. Also, firm size, IT need, training period has an positive impact on ASP service usage pattern. However, ASP service usage period has no relationship on ASP service usage pattern. Finally, ASP service usage pattern has a positive impact on firm performance and user satisfaction, and user satisfaction has an impact on firm performance.

• Management & Information Systems Review
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• v.35 no.2
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• pp.45-66
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• 2016

Firms can make scale of economy and scope of economy by internalizing and using new advanced technology and knowledge from technology cooperation network, decrease risk and cost with partner firm of technology cooperation network, and increase market advantage of product & strengthen firms' position in the market. Due to the advantages of technology cooperation network, the related studies have focused on the positive effect of technology cooperation network. However, the related studies investigating the relationship between technology cooperation network and firm performance have only examined the role of technology cooperation network. Safeguarding mechanism, relationship learning, and relationship performance are categorized into the process of technology cooperation network, and this categorization is applied as resources, capability, and performance by resource based view. The empirical results are reported as belows. First, relationship specific investment and relationship capital positively affect on relationship learning as capability. Second, information sharing, common information understanding, and relationship specific memory development positively affect on long-term orientation, but information sharing has no impact on efficiency and effectiveness. Third, relationship specific investment positively affects on relationship capital and efficiency and effectiveness have positive effects on long-term orientation. Applying technology cooperation network in asymmetric technology dependency with resource based theory, this study suggested the importance of both safeguarding and relationship learning by investigating the relationship among safeguarding, relationship learning, and relationship performance. And it is worthy that this study investigated how firms' behavior change affects relationship performance in the relationship of technology cooperation partner.

• Journal of KIISE:Software and Applications
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• v.33 no.7
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• pp.605-614
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• 2006

The success of a software development project can be determined by the use of QCD. And as a software's size and complexity increase, the importance of early quality assurance rises. Therefore, more effort should be given to prevention, as opposed to correction. In order to provide a framework for the prevention of defects, defect detection activities such as peer review and testing, along with analysis of previous defects, is required. This entails a systematization and use of quality data from previous development efforts. FMEA, which is utilized for system safety assurance, can be applied as a means of software defect prevention. SW-FMEA (Software Failure Mode Effect Analysis) attempts to prevent defects by predicting likely defects. Presently, it has been applied to requirement analysis and design. SW-FMEA utilizes measured data from development activities, and can be used for defect prevention on both the development and management sides, for example, in planning, analysis, design, peer reviews, testing, risk management, and so forth. This research discusses about related methodology and proposes defect prevention model based on SW-FMEA. Proposed model is extended SW-FMEA that focuses on system analysis and design. The model not only supports verification and validation effectively, but is useful for reducing defect detection.

• Korea Real Estate Review
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• v.28 no.2
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• pp.7-20
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• 2018

This paper has statistically analyzed the determining factors that affect office building sale prices by focusing on strata property sales through the hedonic price function. In this study, 1,171 office building transaction cases were analyzed in Seoul from 2000 to 2017. To determine the influence of various factors on office building sale prices, independent variables included factors that represented macroeconomic characteristics, locational characteristics, physical characteristics, and deal characteristics. The analysis of the strata property sales, which is a major concern in this study, showed that strata property sales enjoyed a discount of about 1.56 million won per pyeong out of the entire sales. In terms of the discount rate, strata property sales were at a 12.6% discount compared to entire property sales, so it was found that strata property sales significantly influenced office building selling price. This is due to the fact that the owner of the strata property encounters more difficulties in distributing cost than the sole proprietor in terms of property rights and the exercise of management rights. The results of this study are expected to contribute in securing transparency in transactions and risk management strategies in the future.

• Information Systems Review
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• v.23 no.3
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• pp.97-125
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• 2021

Blockchain is a core technology to solve personal information leakage and data management issues, which are limitations of existing Genomic Sequencing services. Due to continuous cost reduction and deregulation, the market size of Genomic Sequencing has been increasing, also the potential of services is expected to increase when Blockchain's security and connectivity are combined. We created our research model by combining the Technology Acceptance Model (TAM) and the Innovation Resistance Theory also analyzed the factors affecting the acceptance intention and innovation resistance of the Blockchain Based Genomic Sequencing Information Platform. A survey was conducted on 150 potential users of Blockchain and Genomic Sequencing services. The analysis was conducted by setting the four Blockchain variables: Security, transparency, availability, and diversity). Also, we set the Perceived Usefulness, Perceived risk, and Perceived Complexity for Technology Acceptance and Innovation Resistance variables and analyzed the effect of the characteristics of the Blockchain on acceptance intention and innovation resistance through these variables. Through this analysis, key variables that need to be considered important to reduce resistance and increase acceptance intention could be identified. This study presents innovation factors that should be considered in companies preparing a new Blockchain Based Genomic Sequencing Information Platform.

• Journal of Intelligence and Information Systems
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• v.19 no.1
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• pp.125-139
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• 2013

Big data refers to the data that cannot be processes with conventional contemporary data technologies. As smart devices and social network services produces vast amount of data, big data attracts much attention from researchers. There are strong demands form governments and industries for bib data as it can create new values by drawing business insights from data. Since various new technologies to process big data introduced, academic communities also show much interest to the big data domain. A notable advance related to the big data technology has been in various fields. Big data technology makes it possible to access, collect, and save individual's personal data. These technologies enable the analysis of huge amounts of data with lower cost and less time, which is impossible to achieve with traditional methods. It even detects personal information that people do not want to open. Therefore, people using information technology such as the Internet or online services have some level of privacy concerns, and such feelings can hinder continued use of information systems. For example, SNS offers various benefits, but users are sometimes highly exposed to privacy intrusions because they write too much personal information on it. Even though users post their personal information on the Internet by themselves, the data sometimes is not under control of the users. Once the private data is posed on the Internet, it can be transferred to anywhere by a few clicks, and can be abused to create fake identity. In this way, privacy intrusion happens. This study aims to investigate how perceived personal information overload in SNS affects user's risk perception and information privacy concerns. Also, it examines the relationship between the concerns and user resistance behavior. A survey approach and structural equation modeling method are employed for data collection and analysis. This study contributes meaningful insights for academic researchers and policy makers who are planning to develop guidelines for privacy protection. The study shows that information overload on the social network services can bring the significant increase of users' perceived level of privacy risks. In turn, the perceived privacy risks leads to the increased level of privacy concerns. IF privacy concerns increase, it can affect users to from a negative or resistant attitude toward system use. The resistance attitude may lead users to discontinue the use of social network services. Furthermore, information overload is mediated by perceived risks to affect privacy concerns rather than has direct influence on perceived risk. It implies that resistance to the system use can be diminished by reducing perceived risks of users. Given that users' resistant behavior become salient when they have high privacy concerns, the measures to alleviate users' privacy concerns should be conceived. This study makes academic contribution of integrating traditional information overload theory and user resistance theory to investigate perceived privacy concerns in current IS contexts. There is little big data research which examined the technology with empirical and behavioral approach, as the research topic has just emerged. It also makes practical contributions. Information overload connects to the increased level of perceived privacy risks, and discontinued use of the information system. To keep users from departing the system, organizations should develop a system in which private data is controlled and managed with ease. This study suggests that actions to lower the level of perceived risks and privacy concerns should be taken for information systems continuance.