• Management & Information Systems Review
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• v.29 no.2
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• pp.27-52
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• 2010

Research on the user motivation of online brand community, the flow, community identification, brand attachment and the structural relationships between them This study is focused on the utilization motives of online brand community (emotional motivation, social motivation, informational motives), and their influences on each motivation on the flow and structural relationships between the brand identification and attachment. For the research, hierarchical chi-squal analysis, was used among Structural Equation Models, to statistically verify the size between the two paths. First, the research has proven the positive influence of user motivation of online brand community on flow. Especially on this research, user motivation of online brand community on flow was divided and analyzed into three motivations; emotional motivation, social motivation, informational motivation, the social and emotional motivation are proven to have the biggest influence on the flow and informational motivation has comparatively low influence on the flow. Secondly, this research will prove that the type of flow built on user motivation of online brand community can give positive influence on community identification and brand attachment. And third, the influence of community identification on brand attachment is very high on the flow. Result will clearly shows the flow built on user motivation of online brand community can help build brand attachment through community identification.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.462-474
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• 2015

This article is aimed to investigate the role of social pressure in the influential relationship of user motivation on user commitment in social media. On this purpose, user motivation in social media was divided into 3 sub-dimensions as social motivation, functional motivation and hedonic motivation and social pressure was also categorized into informational isolation pressure and conformity pressure and then it was explored that how the social pressure makes differential effects in the relationship of each dimensions of user motivation and user commitment. Major findings are as follows. First, user's social motivation and hedonic motivation in social media had significant positive influence on user commitment. Second, the informational isolation pressure showed moderating effect in the relation of functional motivation and commitment. Third, conformity pressure displayed moderating effect in the relation of social motivation and commitment. This article suggests empirical supports about the role of social pressure in the phenomena of social media use and commitment, but requires to explore more specific factors and multi-dimensional studies in regard of social pressure in social media.

• Journal of Internet Computing and Services
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• v.12 no.5
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• pp.127-136
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• 2011

The current study aims to examine what determinants have influences on voluntary self-disclosure in the usage of micro-blogging. Even though the usages of micro-blogging have increased at an exponential rate in South Korea, it has been not well understood the process in which people voluntarily disclose their self-information. In this regard, we tried to examine self-disclosure process on micro-blogging based on Theory of Planned Behavior (TPB). For this purpose, attitudes towards self-disclosure, subjective norm, and perceived behavioral control were set as the antecedents to self-disclosure behavior. The influences of factors including privacy concern, playfulness, informational motivation for social participation, and relational motivation on the attitude were also investigated. The results of an online survey revealed that attitude toward self-disclosure, subjective norm, and perceived behavioral control anticipated the self-disclosure behavior at a statistically significant level. The attitude was not influenced by privacy concern, informational and relational motivation, but by playfulness. The implications of these results are also discussed.

• Korean Journal of Human Ecology
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• v.20 no.4
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• pp.849-860
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• 2011

This study explores a structural model to examine the relationship between web browsing motivation, retail strategy and purchase conversion for apparel on shopping websites. A self-administered questionnaire based on existing scales includes web browsing motivation, retail strategy, and purchase conversion intention of apparel on the shopping websites. A total of 499 usable questionnaires were obtained from consumers aging 20 to 49 who reside in metropolitan cities in Korea. For data analysis, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation models were used via SPSS 12.0 and LISREL 8.8. Findings concluded that web browsing motivations consisted of three factors: hedonic, informational, and recreational browsing for apparel. Hedonic browsing had a negative effect on purchase conversion intention, whereas informational browsing had a positive effect on the purchase conversion intention for apparel on shopping sites. Retail strategies on the website were classified into service, merchandise assortment, and price & promotion; the three elements of retail strategies mediated the relationship between web browsing motivations and purchase conversion intention for apparel. Specially, merchandise assortment had significantly direct effect on the purchase conversion intention of apparel on shopping websites. Managerial implications were discussed for fashion marketers to develop retail strategies and web content in order to convert web browsers or visitors into purchasers.

• Journal of the Korean Society of Clothing and Textiles
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• v.15 no.3 s.39
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• pp.289-296
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• 1991

This research was intended to provide conceptual framework of clothing conformity by determining motivation types of clothing conformity and nonconformity, and their relation-ships. The responses of 714 fulltime employeed subjects from four different cities were analyzed. Business were was used as the situational stimulus. The literature study suggested three different motivation types of clothing conformity including Normative Conformity, Informational Conformity, and Identificational Conformity, and two different types of clothing nonconformity including Anticonformity and Independence. As the results of the empirical analysis, clothing conformity types were found to be Normative Conformity and Identificational Conformity. Clothing nonconformity types were found to be Anticonformity and Independence. Identificatinal Conformity correlated positively with Anticonformity and negatively with Independence, whereas Normative Conformity correlated negatively with Anticonformity and Independence.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.405-413
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• 2021

In this study, based on the theory of use and satisfaction, the motives of consumers who use Instagram accounts for luxury fashion brands were classified and the effect of the flow state experienced according to the motives on the purchase intention and the enjoyment was empirically studied. As a result of the analysis, the conclusions obtained through this study can be summarized as follows. First, it was found that the motive for using Instagram, a luxury fashion brand, had a significant positive effect on flow, followed by social interaction motive, informational motive, and enjoyment motive. Among the motivations for use, it was confirmed that the motivation for social interaction had the greatest influence on flow. Second, when using the luxury fashion brand Instagram account, the state of consumer flow induces positive emotions such as pleasure, which has a positive effect on purchase intention. Third, age, which is a characteristic of luxury fashion brand Instagram account users, had a significant positive moderating effect on the relationship between informational motives and flow, and had a significant negative effect with playful motives. Through the results of this study, we contributed to the flow of previous related studies by empirically showing the dynamics of consumer psychology related to the use of luxury Instagram accounts.

• English Language & Literature Teaching
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• v.9 no.2
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• pp.71-90
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• 2003

The purpose of this study was to analyze the improvement of students' interest and general proficiency of English through cultural understanding. To achieve this purpose, two classes of the 2nd grade in the informational high school were divided into the experimental class and the control class. The Grammar-Translation Method was used for the control class and a cultural learning - compare and contrast Korean culture and American culture - was taken for the experimental. After various cultural differences were studied, surveys of students' attitude and reading and listening test were taken. The results from this study were as follows: Firstly, students' interest in English was improved through learning the American culture that was related to the content of each lesson. Secondly, English reading and communicative skills were improved by learning about cultural aspects. Therefore, it can be said that teaching culture stimulates students' interest and motivation for learning English and helps students retain such affective attitudes. And English communicative skills were improved as well.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2001.05a
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• pp.131-135
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• 2001

Recently, Internet is used widely. Many Web sites, however, are not designed based on user's view. So, this research aimed at grasping the user needs and structure of Web site which user used easily. First, to grasp user needs, questionnaires about the motivation, the purpose and the evaluation items of Web page were done. As a result, we found the easiness for the user. Next, we made subjects operated test pages in which the number of classes and the amount of information were changed. We collected the quantitative data of the optimum number of classes, amount of information and retrieval time. As a result, there was a significant difference in each numerical value. The results of this research are available when constructing a web site. so, usability of Web site can be improved by them.

• Information Systems Review
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• v.20 no.1
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• pp.159-177
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• 2018

With an extensive proliferation of information and communication technology, the volume and amount of digital information collected and utilized on the Internet have been increasing rapidly. Also on the rapid rise are side effects such as unintended breach of accumulated personal information and consequent invasion of personal privacy. Informational self-determination is rarely practiced, despite various states' legal efforts to redress data subjects' damage. Personal health information, in particular, is a subcategory of personal information where informational self-determination is hardly practiced enough. The observation is contrasted with the socio-economic inconvenience that may follow due to its sensitive nature containing individuals' physical and health conditions. This research, therefore, reviews factors of self-determination on personal health information while referring to the protection motivation theory (PMT), the long-time framework to understand personal information protection. Empirical analysis of 200 data surveyed reveals threat-appraisal (perceived vulnerability and perceived severity of threats) and coping-appraisal (perceived response effectiveness), in addition to individual levels of concern regarding provided personal health information, influence self-determination to protect personal health information. The research proposes theoretical findings and practical suggestions along with reference for future research topics.

• Korean Journal of Childcare and Education
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• v.9 no.6
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• pp.339-368
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• 2013

This study aims to discover how three-year-old children to search for existence and its meaning, while they participate a programme, 'discourse among children through books' as a way of resolving curiosities. Data were collected between April 2, September 10, 2010 and the collected data included teacher's class records, pictures, discussion notes and interview materials. The results showed that 'discourse among children through books' follows steps in a process. The steps include: Deciding a topic that children should search for, choosing an appropriate book to resolve children's curiosities, spending some time for discoursing among children by using pictures in the book, and sharing what they had understood. Through this process, a pre-school teacher met with children who were full of abilities, ideas and motivation to explore with a little assistance. The pre-school teacher was able to overcome preconceived ideas that informational books could be difficult for children, and experienced various lessons, while the children led their own learning. It represents that the activity, 'discourse among children through books' can be a children centered inquiry learning teaching strategy, because the informational books ensure that the children gain knowledge and are actively in cogitation.