• The Journal of Information Systems
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• v.20 no.2
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• pp.81-107
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• 2011

Group features such as group cohesion and consistency on appropriation(COA), which have been constructed through social interactions, should be noted for characterizing online game, especially, clan based massively multi-players online game (MMOG). This study attempted to identify the relationship between group characteristics and users' effectiveness of MMOG considering group experience. For this purpose, a research model was suggested: group cohesion and COA are variables for explaining group features, perceived use control is a variable for individual competency of playing MMOG, and perceived winning and perceived enjoyment are dependent variables. Moreover, group experience was included as a moderating variables for two relationships, group cohesion-preceived winning and COA-perceived winning. For the validation of this research model, 100 users for Sudden Attack which is one of very well known MMOG games were surveyed by questionnaires. Before survey, they were grouped into 10 teams and were played over ten times by team for perceiving group consciousness. In result, most hypotheses were statistically supported except the relationship between group cohesion and perceived winning.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.159-169
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• 2022

This study investigates the job satisfaction of gig workers in Indonesia, particularly the online motorcycle taxi or ojek drivers, by looking at the influence of proactive behavior, self-efficacy, and job crafting as found in previous studies. Gig workers are classified as 'independent contractors' where some studies show that they achieve high job satisfaction through autonomy and flexibility. However, other studies show that all gig workers do not experience this condition. Location-based gig workers such as the online drivers are highly controlled by algorithm control and customer management, which makes their autonomy and flexibility questionable. The study is quantitative research by conducting a survey approach in seven main cities in Indonesia. Two hundred eighty online ojek drivers participated in this research by fulfilling questionnaires. The result shows that proactive behavior does not directly affect job satisfaction, but self-efficacy fully mediates the relationship. Job crafting has an insignificant influence on job satisfaction, and thus, this variable cannot mediate the relationship between job satisfaction and proactive behavior. The major finding of this study suggests that self-efficacy, which is their belief that they can overcome the challenges and achieve their goals, is very central to shaping job satisfaction of the online drivers.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.5
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• pp.871-883
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• 2018

This study tests consumer responses to online product recommendation service offered by a website. A product recommendation service refers to a filtering system that predicts and shows items that consumers would like to purchase based on their searches or pre-purchase information. The survey is conducted on 300 people in an age group between 20 and 40 years in a panel of an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling by AMOS 20.0. The results show that personalization quality does not have a significant effect on trust, but relationship quality and technology quality have a positive effect on trust. Three types of quality of recommendation service also have a positive effect on commitment. Trust and commitment are factors that increase service usage intentions. In addition, this study reveals the moderating effect of light users vs heavy users based on online shopping time. Light users show a negative effect of personalization quality on trust, indicating that they are likely to be uncomfortable to the service using personal information, compared to heavy users. This study also finds that trust vs commitment is an important factor increasing service usage intentions for heavy users vs light users.

• Journal of Distribution Science
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• v.20 no.2
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• pp.1-9
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• 2022

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers' purchase intention. The objectives of this study are to provide an insight into how to encourage consumers' impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers' impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Meta-analysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers' hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.

• Journal of Internet of Things and Convergence
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• v.8 no.5
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• pp.47-54
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• 2022

The development of the Internet of Things led to new services that did not exist before. This required a change to the existing network. This study aims to verify the service quality, satisfaction, repurchase intention relationship, and the moderating effect of online reviews of Chinese consumers using fashion shopping malls. The results of the study showed that from the perspective of consumers in their 20s and 30s in China, the type, reliability, convenience, and interaction of service quality had a positive effect on customer satisfaction and repurchase intention. In addition, negative reviews among online reviews had a great influence on repurchase intention. Based on the results of the study, it will help improve the effect on online product reviews and in-depth understanding of the acceptance of online product reviews for online fashion shopping malls, and establish strategies for fashion companies to effectively manage online product reviews information.

• The Journal of the Korea Contents Association
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• v.22 no.3
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• pp.189-196
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• 2022

This study confirmed the moderating effect of online social support on the rejection sensitivity and SNS addiction tendency of adults. For this purpose, a survey was conducted using the SNS addiction propensity scale, rejection sensitivity scale, and online social support scale targeting 486 adults nationwide. The collected data were analyzed using SPSS 27 and PROCESS Macro 3.5. As a result of this study, first, SNS addiction tendency, rejection sensitivity, and online social support were all positively correlated. Second, in the relationship between rejection sensitivity and SNS addiction tendency, online social support showed a moderating effect in the male group. The results of this study are significant in that they confirmed the importance of rejection sensitivity and online social support in confirming the tendency of SNS addiction in male and female groups. Based on these results, the limitations of this study and suggestions for follow-up studies were presented.

• The Journal of Information Systems
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• v.27 no.3
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• pp.63-80
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• 2018

Purpose The purpose of this study is to build a machine learning-based customer classification model to promote customer expansion effect of the free sample promotion. Specifically, the proposed model classifies potential target customers who are expected to purchase the products included in the free sample promotion after receiving the free samples. Design/methodology/approach This study proposes to build a customer classification model for determining customers suitable for providing free samples by using various machine learning techniques such as logistic regression, multiple discriminant analysis, case-based reasoning, decision tree, artificial neural network, and support vector machine. To validate the usefulness of the proposed model, we apply it to a real-world free sample-based target marketing case of a Korean major cosmetic retail company. Findings Experimental results show that a machine learning-based customer classification model presents satisfactory accuracy ranging from 70% to 75%. In particular, support vector machine is found to be the most effective machine learning technique for free sample-based target marketing model. Our study sheds a light on customer relationship management strategies using free sample promotions.

• Journal of Korea Game Society
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• v.12 no.2
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• pp.101-113
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• 2012

In this paper, our goal is to investigate the influencing factors on the online-based interpersonal relationships formation of the SNS users. To achieve this, first, we collected the influencing factors on the online-based interpersonal relationships, conducted survey, and then we analyzed the data with the PLS(Partial Least Square) and structural equation. As a result, we verified the main cause of factors as personal, relational and environmental factors and 8 kinds of detailed factor as social attraction, physical attraction, informational post, reciprocality, similarity, contents quality, web appearance and perceived spatiality are the influencing factors on the online-based interpersonal relationships dimensions. Finally, these factors were proposed as the influencing factors on the online-based interpersonal relationships formation of the SNS users.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.241-249
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• 2010

Companies and consumers are highly interested in online activities such as word-of-mouth(W.O.M) as marketing paradigm moved to online context. In this study, the research identified major variables affecting product review reference rate online and analyzed the difference based on those variables. According to the results, remarkable differences were discovered in four variable such as 'brand reference', 'review symbol', 'affirmation' and 'information offering'. In addition, the researcher found 'brand reference' and 'information offering' are most important factors deciding review reference rate using regression tree analysis method. Based on the results, the practical implications and further research directions for utilizing consumer online W.O.M were discussed.

• Journal of Distribution Science
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• v.20 no.8
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• pp.105-114
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• 2022

Purpose: The technology acceptance model (TAM) refers to a theory that maps the possibility or extent to which users can accept an innovative technology. The purpose of the current research is to investigate the mediating effect of TAM between online review and behavior intention for promoting golf app's distribution. Research design, data and methodology: In order to examine the relationship between app usage reviews, TAM, and behavioral intentions of golf app participants, the present author collected total 170 responses from South Korean participants based on web-based survey system. The main methodology which was selected by this study is mediation causality analysis that Baron and Kenny suggested. Results: The statistical findings definitely indicated that TAM mediating role exists between the positive emotion of golf app users regarding online reviews and positive behavior intention of golf app, which means that all three steps of mediation causality analysis were statistically significant. Conclusions: The present research concludes that the correct utilization of innovation in the design and implementation of the technology features translates into performance excellence. The model can be used to increase the online presence through innovation as a primary drive toward providing more convenience and accessibility to the users through mobile golf apps.