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O2O 커머스에 대한 소비자들의 이용 중단 의도에 관한 실증적 연구
지영수(Yongshou Chi),강문영(Moonyoung Kang),한경석(Kyeongseok Han) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4
Along with the fast development of telecommunications, it drives people to access the Internet more immediately and easily at anytime and from anywhere. Due to the impact, e-commerce industry has seen various innovations and rapid growth. Recently, a brand new type of e-commerce called O2O(Online to Offline) which combines great customer experience and excellent price competitiveness from offline and online commerce has become the mainstream. Nevertheless, O2O global industry is still in its infancy. In terms of domestic O2O industry, aside from mobile application based food delivery services, very few performers show the corresponding achievements. Therefore, this study investigated the negative consumer perception of O2O commerce and identified the causal relationship among user resistance and discontinuance intentions. In addition, conclusions were drawn from the empirical analysis using structural equation modeling methodology and the survey. Ultimately, the results of this study provide a number of theoretical and practical implications.
모바일 애플리케이션 광고 이용자의 지각된 인식과 서비스 회복에 관한 연구
강문영(Moonyoung Kang),지영수(Yongshou Chi),임성은(Sungeun Lim),한경석(Kyeongseok Han) 한국IT서비스학회 2016 한국IT서비스학회지 Vol.15 No.1
In general, service failure occurs inevitably and the customers who experienced the greater dissatisfaction have the higher expectations of service recovery. However, most of the previous studies have focused on the evaluation and risk factors of pre-service quality. Thus, this study is contrary to the numerous previous studies and focus on the effectiveness of mobile application advertisement users’ perceived perception on service recovery after service fails. A research model presented in this study is based on the Equity Theory and deeply evaluated the effectiveness of Distributive Justice, Interactional Justice, and Authenticity Relevance on Service Recovery. The survey of this study was conducted among 286 users who have experienced a services recovery of mobile application advertising. As a result, among all the factors of users of mobile application advertising, Distributive Justice, Interactive Justice, and Relevance have a positive impact to Satisfaction. In addition, Distributive Justice, Authenticity and Satisfaction also have a positive impact to Trust. Ultimately, Satisfaction and Trust have a positive impact to Service Recovery. The results of this study are expected as a reference for presenting a new business model for mobile application advertising industry, reducing business risk and enriching the related researches.
빅데이터 시대의 개인정보 제공의도에 영향을 미치는 요인
민현홍(Hyeonhong Min),박성배(Seongbae Park),정진섭(Jinseop Jung),한경석(Kyeongseok Han) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.1
Recently, the appearance of “Big Data” is drawing great attention from managerial scholars and journals worldwide such as Harvard Business Review, New York Times, etc. It is also considered as the most attractive industry in the 21st century. The Big Data industry, however, is not the leakage form of large amount of information but the technique itself is based on information leakage. Through smart devices and social network services, information is automatically collected and is leaked. Therefore, the need of supervising “Big Data” begins to appear. Unlike the prior studies of privacy, this research focuses mainly on the privacy of a so-called social Big Data, which is transplanted form between Big Data and SNS. In the era of Big Data, anyone can encounter the risks and dangers related to the information leakage, and the disclosure of personal information. The purpose of this research, therefore, is to provide a model to analyze and authenticate the associated issues. Among the independent factors, the most influential variable to the perception of personal risk ranges from privacy policy, experience of personal information invasion, and privacy awareness. The most effective factor to the trust also ranges from privacy policy, experience of personal information invasion, and the privacy awareness. The analysis indicates that there are differences between groups varying in age.