• The Research Journal of the Costume Culture
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• v.30 no.5
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• pp.656-674
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• 2022

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.540-547
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• 2022

Online education is a major trend in the future education change and the COVID-19 pandemic has further accelerated the process. Online education has become an important part of the modern education system because of its stability and continuity. However, the disadvantages of traditional online education can reduce users' experience, thus upgrading online education is the key to future education. Metaverse, as a new platform for online education, redefines the occurrence space of online education, changes the teaching mode and learning and evaluation methods of online education, and shows its development potential. This research analyzed the characteristics of Metaverse and its technological development status, and then proposed an intelligent online education environment construction scheme based focused on Metaverse of art education.

• Journal of East Asia Management
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• v.2 no.1
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• pp.93-103
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• 2021

Struggle refers to the process of overcoming various difficulties for a goal. The spirit of struggle is a positive attitude and reaction reflected in the process of struggle. Cultivating the spirit of struggle of college students is the call of the new era. In essence, the cultivation of the spirit of struggle is a process of learning, which is in line with Bandura's Observation Learning Theory(Bandura, 1977):Attention, Maintenance, Reproduction and Motivation. The cultivation of College Students' spirit of struggle in the new era is also a learning process of enriched experience. It is necessary to cultivate the spirit of struggle into the soul of college students and make it become a habit of students. Moreover, it is crucial to carry out adaptive transformation of Bandura's observation learning theory. By studying the mechanism of the spirit of struggle of college students, taking innovation and entrepreneurship education as a means, and aiming at cultivating the connotation of President Xi's thought on socialism with Chinese characteristics for a new era, this paper constructs the AIST model for cultivating the spirit of struggle of college students in the new era. This model includes online learning acceptance platform(Acceptance), classroom experience stimulation platform(Inspiration), iterative training solidified platform (Solidification), and competition practice transfer platform(Transfer). The purpose of this model is to provide a practical way for universities to fulfill the fundamental task of moral education and cultivate qualified socialist builders and successors. The number of students using the online learning acceptance platform ranked the first among that of the similar courses in China; The classroom experience stimulation platform and the iterative training solidified platform support each other, with an effective rate of 97%; The competition practice transfer platform has realized the continuous growth of the number of awards won in competitions for three years. The direction of future efforts is to establish the external mechanism of the spirit of struggle, to ensure the effectiveness of classroom experience and iterative training, to cultivate teachers with coaching skills, and to accurately measure the transformation point of external and endogenous motivation.

• Asia pacific journal of information systems
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• v.29 no.2
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• pp.308-327
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• 2019

The concept of sharing economy has received rich attention in recent years. As a typical type of business model in the sharing economy, online short rent has been paid attention by both industry and academia. In this study, we find trust to be a critical determinant to the success of online short rent platforms. Based on three dimensions of trust theory, i.e., ability, benevolence and integrity, we investigate the factors influencing tenant' willingness to participate in online short rent. We further examine the extent to which trust can influence the number of sales and comments of rooms listed at online short-term rent platforms, which can represent tenant' willingness to participate in the sharing economy. The results show that the trust dimensions represented by a landlord's personal characteristics have significant positive correlations with the number of sales and comments. For example, the real name authentication and the sesame score can represent the trust integrity; online replay ratio and the average confirmation time representing the trust sincerity, and the order acceptance ratio representing the trust ability. On this basis, we proposed some recommendations for both platforms and landlords. For example, the landlords can improve the tenants' trust by authenticating his/her real name, replying actively and timely. For platforms, when they make housing list ranking rules, they can take the landlord's personal attributes that may affect trust into consideration. Moreover, platforms can also allow landlords to supply value-added services to improve service quality and ultimately promote the virtuous circle of the platform ecosphere. Through conducting the empirical research on a particular application of the sharing economy, we aim to fill the research gap of this field in China and provide theoretical and practical contributions to the future development of online short rent.

• Journal of Information Technology Services
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• v.22 no.4
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• pp.111-122
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• 2023

Since the organization of civil servants has been divided and stratified according to the characteristics of the bureaucracy, it is inevitable that the organization and personnel will increase when new tasks arise. Even in the process of informatization, only the processing method was brought online while leaving the existing business processing procedures as they were, so there was no reduction in manpower through informatization. In order to maintain or upgrade the current administrative services while reducing the number of civil servants, it is inevitable to use AI technology. By using data and AI to integrate the 'powers and responsibilities assigned to the officials in charge', manpower can be reduced, and the reduced costs can be reinvested in the collection, analysis, and utilization of on-site data to further promote intelligent informatization. In this study, as a way for the government's success in intelligent informatization innovation, we proposed a 'Civil Servants-AI Collaboration Platform'. This Platform based on the civil servant proposal system as a reward system and the characteristics of intelligent informatization that are different from the informatization. By establishing a 'Civil Servants-AI Collaboration Platform', the performance evaluation system of the short-term evaluation method by superiors can be improved to a data-driven always-on evaluation method, thereby alleviating the rigid hierarchy of government organizations. In addition, through the operation of Collaboration Platform, it will become common to define and solve problems using data and AI, and the intelligence informatization of government organizations will be activated.

• Journal of Internet of Things and Convergence
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• v.7 no.3
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• pp.81-90
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• 2021

In this study, the effect of user characteristics and technical characteristics of a blockchain-based financial platform on the intention to use of financial consumers was analyzed. Also, in this influence relationship, we analyzed what kind of causal relationship between relative advantage and perceived risk on intention to use. From June 1 to July 30, 2021, a non-face-to-face self-filling online survey was conducted with a sample of subjects who had experience using a financial platform grafted with blockchain technology, and the study was conducted in 187 copies. For statistical processing, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis and 3-step mediated regression analysis were performed using SPSS 21.0 program. The significance level of the statistical value was set to less than 95%. The research results are as follows. First, it was found that innovativeness and usefulness affect the intention to use in the user characteristics. Second, in the technical characteristics, compatibility and reliability were found to affect the intention to use. Third, it was found that relative advantage and perceived risk play a partial mediating role in the relationship between user characteristics and intention to use. Fourth, it was found that relative advantage and perceived risk play a partial mediating role in the relationship between technical characteristics and intention to use. Fifth, it was found that there were differences in the ubiquity of user characteristics, compatibility of technical characteristics and intention to use according to the experience of using the certificate. The results of this study can contribute to the development of a financial platform based on the Internet of Things.

• Asia pacific journal of information systems
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• v.17 no.4
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• pp.1-29
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• 2007

The brand-based online community recently plays an important roles for consumers to facilitates searching and sharing information among them. Firms often find such a brand community as a critical channel to gain collective intelligence for developing new ideas and products. As a new web platform such as web 2.0 has been introduced, consumers could more easily participate in the new social networks created by sharing mutual value and belief among themselves. Accordingly firms began to recognize potentials of online brand assets and pay attention to the importance of online brand community loyalty. Previous research related to online community tends to focus on identifying the antecedents of community loyalty and their subsequent impacts on brand. They, however, tend to neglect the importance of individual characteristics of online community users. As integrating the fragmented variables with an individual characteristics, therefore, this study reexamined the impacts of interactivity, information, reward, and personalization services provided by an online brand community on the sense of community, community loyalty, and brand attitude. Also, this study investigated how users' individual characteristics(need for cognition: NFC) can play moderating roles among the variables identified in the previous research. A field survey was administrated and 671 valid samples were collected. In order to test the hypothesis we conducted the multi-sample structural equation modeling(MSEM) between two groups(a group with high vs. a group with low level of NFC). Results show that previously identified variables such as interactivity, information, reward, and personalization services have significant effects on the sense of community as previous research demonstrated. Subsequently, the sense of community positively influences the community loyalty and brand attitude. However, when considering the NFC as a moderating variable, we found that the effect of interactivity and reward service on the sense of community was stronger for a group with a lower level of NFC compared to a group with a higher level, while the effect of information providing service on the sense of community was stronger for a group with a higher level of NFC compared to a group with a lower level. This research revealed that NFC can affect the degree of individual perception on the sense of community which has been considered as an important indicator for the community loyalty and brand attitude. Hence, when firms developing customer relation strategy through building an online brand community, they need to reflect customers' NFC and accordingly provide varying degree of interactivity, information, reward, and personalization services.

• The Journal of Society for e-Business Studies
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• v.27 no.2
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• pp.21-36
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• 2022

Recently, as COVID-19 has made the e-commerce market expand widely, customers who have different consumption patterns appear in the market. Because companies can obtain opinions and information of customers from reviews, they increasingly face the requirements of managing customer reviews on online platform. In this study, we analyze customers and carry out market segmentation for classifying and defining type of customers in e-commerce. Specifically, K-means clustering was conducted on customer review data collected from Wemakeprice online shopping platform, which leads to the result that six clusters were derived. Finally, we define the characteristics of each cluster and propose a customer management plan. This paper is possible to be used as materials which identify types of customers and it can reduce the cost of customer management and make a profit for online platforms.

• Review of Korean Society for Internet Information
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• v.14 no.1
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• pp.8-28
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• 2013

In a backlash against corporate branding and capitalism, a growing number of consumers are resisting current marketplace practices and big corporate brands. One particular form of this phenomenon is the emergence of anti-brand communities in social media. The current study, which surveyed a sample of 251 anti-brand community members on Facebook, provides a preliminary understanding of the characteristics and antecedents of anti-brand communities as a new platform for consumer empowerment and anti-brand activism. Findings suggest that consumers' engagement in online anti-brand communities, especially through social media, may be triggered by their negative experiences with employees, product quality, post-purchase service, and value/price. They are motivated, the results show, by seven primary factors: altruism, revenge, advice seeking, convenience, sympathy seeking, socialization, and the need to vent.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.34 no.2
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• pp.275-294
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• 2023

This study aims to analyze usability of public libraries' metaverse platform. This study also examines factors that affect usability and immersion of metaverse platform of Gangbuk culture information library, Hanbat library in Daejeon, and Mapo Central library. In order to conduct this study, 60 college students participated in online survey and experiment. There was a statistically significant positive relationship between learnability and usability, and between GUI and immersion in every library. Learnability and usability of Gangbuk culture information library were statistically significantly higher than other libraries. On the other hand, GUI score and immersion of Hanbat library was significantly higher than other libraries. However, given that there were few users connected to metaverse platform, there was no significant difference in interactivity among libraries. This study examines characteristics (including strengths and weaknesses) of metaverse platform of each library. It is expected that the results of this study could contribute to the improvement of usability of public library's metaverse platform.