• Journal of Digital Convergence
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• v.17 no.11
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• pp.213-223
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• 2019

This study aims to prove the relationship between a TPB(theory of planned behavior) variables (subjective norms, attitudes, and self-efficacy), need to belong and personal growth initiatives to explain the reasons for users' shared behavior. 959 participants who had shared online video were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The study found that need to belong affected attitudes to online video sharing and subjective norms, and that personal growth initiative also affected attitudes to online video sharing and self-efficacy. In addition, all three variables of TPB were affect the intend of online video sharing, and attitudes to online video sharing were affecting subjective norms and self-efficacy. This study is meaningful in that it demonstrated the user's intention to share online video through variables of TPB along with their need to belong and personal growth initiatives.

• Journal of Korea Society of Industrial Information Systems
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• v.17 no.7
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• pp.177-186
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• 2012

Social Network Service is a web-based service that allows the people to construct relationship among users with same interest and supports various activities such as managing personal relations and sharing information or contents. The objective of this study is analysing the influence of the innovativeness on the use intention in SNS based on the UTAUT model. This study establishes a theoretical model that includes four independent variables(performance expectancy, effort expendancy, social influence, innovativeness) and two moderating variables(gender and innovativeness). The empirical results obtained in a sample of 403 university students are followings; 1) The use intention is positively influenced by the performance expectancy, effort expendancy, social influence and innovativeness. The effort expectancy is the strongest predictor of the use intention 2) The gender has a moderating effect whileas the innovativeness has no moderating effect. For men, the stronger the effect of performance expectancy on the use intention and for women, the stronger the effect of social influence on the use intention.

• Journal of Distribution Science
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• v.14 no.10
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• pp.165-178
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• 2016

Purpose - This study aims to empirically verify the impact of media richness, social presence, and prior life satisfaction on various continual usage or withdrawal behaviors of SNS users via both a positive path of satisfaction and a negative path of relative deprivation. By identifying these causal paths, we observe dynamic interactions of SNS user psychology in a balanced view, and provide some implications about design principles for SNS providers. Research design, data, and methodology - We developed 16 hypothesis based on media richness theory, social presence theory, social comparison theory, the literature about relative deprivation, and the literature about the various reactions of IS users. The rich SNS media, social presence recognition among peer SNS users, and prior life satisfaction could generate positive experience, attitude, and virtuous behavioral intentions among SNS users. At the same time, rich media, low social presence, and low prior life satisfaction could generate relative deprivation and could increase withdrawal behavioral intentions such as refusal to provide information, misrepresentation of information, and removal of uploaded information in SNS. Scenario surveys were conducted to collect data from potential SNS users. Data from 357 surveys were collected and analyzed through a PLS algorithm to test the hypotheses. Results - Media richness, social presence, and prior life satisfaction could significantly increase perceived enjoyment, satisfaction, and behavioral intention of continual usage and knowledge sharing. They also could significantly decrease refusal and misrepresentation intention. Relative deprivation is significantly decreased only by prior life satisfaction. Relative deprivation could not significantly decrease satisfaction, but it could significantly increase misrepresentation and removal intention, which could be regarded as information distortion intention. Conclusions - SNS providers should focus on developing rich media and social presence support because these two variables could impact the positive experiences of SNS users. Moreover, the positive experiences could heavily influence SNS user behavior. Some management is needed to prevent relative deprivation and its consequences of misrepresentation and removal intention. SNS providers should prevent SNS users from excessive image misrepresentation and removal as this information distortion could be the source of relative deprivation.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.269-278
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• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.571-576
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• 2007

Advanced online environment and communication technology have made the e-commerce environments evolved rapidly. In the e-commerce area, one of the most important concepts regarding the relationship between seller and buyer is the "trust." Considering the purpose of purchase and satisfaction of website, the users may face problems such as consumer's transaction security or personal information sharing when they make transactions over web sites. It could be difficult to pursue the goal for the users to purchase product or service over online if the seller or service provider cannot establish trust to the customers. In this paper, through multi-dimensional viewpoints of trust, satisfaction can be accounted for by cue-based trust and experienced trust. The purchase intention mediates the experienced trust when online users purchase products or use online service.

• Proceedings of the Korean Society for Quality Management Conference
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• 2009.10a
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• pp.176-181
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• 2009

Social networking service (SNS), which is based on the "six degree separation" theory, has gained its popularity in recent years. SNS creates a new way for maintaining relationship and sharing information over the virtual space. As a major branch, campus SNS provides a new platform for student to study as well as build and maintain inter-personal relationships. The highly realness of personal information and relatively strong group cohesion of campus SNS has turned it into an inevitable tool in students' daily life. The rapid growth of SNS in campus is creating huge academic and commercial benefits. However, little comprehensive research reveals what are determinant factors in driving students' intention to participate in campus SNS. In this paper, we conceptualize the participation of campus SNS as a social behavior and evaluate the impact made by social factors such as subjective norms and identity, as well as the impact of perceived reality and playfulness through an extended technology acceptance model.

• Korean Journal of Computational Design and Engineering
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• v.12 no.3
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• pp.209-219
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• 2007

Designing a complex system such as an LCD developing system becomes inefficient when many designers are involved and create their own parts even though they can be used repeatedly in other sections. Thus, this paper proposes a new design process that can maximize the number of common parts in complex system design by organizing the 3D design process. The proposed design process consists of 5 stages: analysis of design intention, definition of initial product structure, definition of skeleton model, sharing design intention with all assembles, control of correlation between components. The proposed design process can maximize common parts in design process, which results in shorter lead time, less production cost, and greater economic benefits.

• Journal of Internet Computing and Services
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• v.24 no.5
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• pp.75-84
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• 2023

This study aims to investigate the influence of online entrepreneurship education on first-time entrepreneurs in western China. The research employed an online self-management survey method to collect data from participants involved in online entrepreneurship education and first-time entrepreneurs. The data was analyzed using SPSS and AMOS statistical software. The research findings indicate that online entrepreneurship education has a positive impact on entrepreneurial intention. There is a positive correlation between online entrepreneurship education and entrepreneurial execution capability. Entrepreneurial intention effectively promotes entrepreneurial execution capability, which is critical for successful entrepreneurship. Online entrepreneurship education also emphasizes the development of innovative abilities and thinking patterns, thereby enhancing the competitiveness of entrepreneurs. Additionally, entrepreneurial support plays a direct positive role in entrepreneurial success by providing resources, guidance, knowledge sharing, and confidence, thereby increasing the likelihood of success.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.147-175
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• 2020

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

• Knowledge Management Research
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• v.17 no.2
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• pp.103-130
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• 2016

Many organizations have paid less attention to knowledge withholding intention (KWI) rather than knowledge sharing. KWI is the likelihood that employees will give less than their full effort to contributing knowledge. KWI can be affected by employee's knowledge psychological ownership (KPO), cultural level (Individualism/collectivism: I/C), and altruism for organizational benefits. Also I/C is an important motivational factor that affects KPO and KWI closely. The purpose of this study is to examine the relationship between employee's KPO and KWI in the perspective of employee's motivational factors (I/C, altruism for organizational benefits). The results of analysis show that employee's KPO and collectivism are driving forces leading to KWI and that individualism is the significant influential factor of employee's KPO. For theoretical and practical contributions, the research presents the grounds for arguments that KPO and I/C are employee's psychological motivation for individual KWI and organizations trying to pay attention to employee's KPO and individualism need to decrease employee's KWI under individual, leader, and organizational dimensions. Limitations arisen in the course of the research and suggestions for future research directions are also discussed.