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Online Brand Community and Its Outcomes
Yongsoo Ha 한국유통과학회 2018 The Journal of Asian Finance, Economics and Busine Vol.5 No.4
The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.
HA, Yongsoo Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.9
The introduction of self-service technologies (SSTs) in retail stores aims to provide customers with a more satisfying shopping experience. Many retailers are increasingly turning toward the adoption of self-service technologies in providing services directly to customers. Given that previous SST research has focused mainly on the impact of the introduction of SST on customer responses, the present study explored the impact of the presence of employees in the relationship between SST and customer responses. Based on the two ground theories, motivation-based theories of behavior and social impact theory, this study tested the relationships between shopping motivations, SST use intention, and retailer attitude. Moderating effects of the presence of employees on the three relationships were also tested. Data were collected using an online survey and analyzed through structural equations modeling. Test results showed that both hedonic and utilitarian shopping motivations effect on SST use intentions, and SST use intentions effect on retailer attitude, subsequently. Although the presence of employee did not moderate the relationship between shopping motivations and SST use intentions, the employee presence moderated the relationship between SST use intentions and retailer attitude. The impact of SST use intentions on retailer attitude was higher in the high presence of employee group than in the low group.
Yongsoo HA,Alona J. GUBALANE 국제융합경영학회 2023 융합경영연구 Vol.11 No.1
Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.
단일 시점 영상 분석 시스템을 통한 보강토 옹벽 모니터링기법 연구
하용수(Ha, Yongsoo),권기철(Kweon, Gichul),김윤태(Kim, Yuntae) 한국방재학회 2020 한국방재학회논문집 Vol.20 No.6
Reinforced soil retaining walls are widely applied, and their frequency of collapse increases along with their use. Safety inspections are regularly conducted to ensure the structural safety of such walls. However, unexpected collapses occur for different reasons, such as design and construction problems, maintenance issues, and natural disasters including intensive rainfall. In this study, a single-camera system is proposed to evaluate the behavior of a retaining wall based on a single-perspective image. Various feature matching methods were compared to determine the optimal method for monitoring the retaining wall structure. The behaviors of the retaining wall structure were analyzed using the optimal method. The results indicate that the KAZE method provides the best results for monitoring the behaviors of a retaining wall, with errors ranging from 0.03% to 7.37%. The proposed single-camera system is widely used to evaluate the stability of a structure with high accuracy. 보강토 옹벽은 국내외에서 널리 활용되고 있으며, 시공량이 많아짐에 따라 붕괴 사고 또한 빈번히 발생하고 있다. 안전성을확보하기 위해 정기적으로 안전진단을 수행하고 있지만, 설계 및 시공 문제, 유지관리 문제, 집중강우와 같은 자연재해 등의원인으로 예상치 못한 붕괴 사고가 발생하고 있다. 본 연구에서는 옹벽 구조물의 거동 형태를 바탕으로 단일 시점 영상을분석하여 옹벽의 거동을 평가하는 기술을 개발하였다. 옹벽 구조물 내 목표영역을 설정하고 추적하기 위해 다양한 특징점추출 및 매칭 기법을 비교하여 최적의 기법을 선정하였다. 보강토 옹벽 거동을 실시간으로 모니터링 하는 최적의 기법은 KAZE 기법이었으며, 상대오차는 0.03%에서 7.37%까지 분포하였다. 제안된 단일 시점 영상 분석 시스템은 높은 정확도를기반으로 구조물의 안정성을 평가하는데 널리 활용될 것으로 판단된다.
Consumer Perceptions on SST in Retail Atmosphere: An application of S-O-R framework
변숙은,Yongsoo Ha 한국유통과학회 2020 유통과학연구 Vol.18 No.3
Purpose: The aim of this study is to understand the internal and external responses that consumers experience when they are exposed to an innovative system in retail stores. This study considered the SST(Self-Service Technology) system in a retail setting as a type of functional environmental stimuli and selected a smart shopping cart as an example of SST system. The influences of functional environmental stimuli on consumers‘ emotional, cognitive, and behavioral responses were examined by applying S-O-R model. In addition, this study attempted to extend the traditional S-O-R model by (a) incorporating personal characteristics variables such as time pressure and perceived crowding and (b) considering not only emotional but also cognitive aspects of consumers' internal responses. Research Design, Data, and Methodology: This study used a video-scenario technique. Participants watched a video about grocery shopping situations using a smart shopping cart and responded to their emotional, cognitive, and behavioral responses. An online survey was conducted using Amazon's Mechanical Turk (N = 185). All participants were US consumers over 20 years old and had been shopping at the grocery store in the last month. Data were analyzed through structural equations modeling with AMOS 20. Results: Test results showed that consumers who perceived higher levels of time pressure and perceived crowding in usual shopping situations were more likely to evaluate the SST system favorably. The results showed that personal characteristics have a significant impact on consumers‘ evaluation of functional environmental stimuli in retail setting. As consumers evaluated the SST system favorably, they experienced more positive affect and less negative affect during their shopping behaviors. Positive affect led to good service quality inference, which further increased patronize intention. However, negative affect did not show a significant impact on service quality inference, but only on patronize intention. Conclusions: This study attempted to investigate the influence of SST system by extending the traditional S-O-R model. This study classified the SST system as functional environmental stimulus of retail stores and analyzed the effect of stimulus on consumers‘ internal and external responses. The results of this study showed that the introduction of innovative SST can serve as an effective store differentiation strategy in an increasingly competitive retail environment.
[안전부문] 사고 발생시 화물로부터 승객을 보호하기 위한 SAFETY BARRIER NET 개발
장용수(Yongsoo Chang),하한승(Hanseung Ha) 한국자동차공학회 2001 한국자동차공학회 춘 추계 학술대회 논문집 Vol.2001 No.11_2
In the frontal impact accidents, the passengers might be injured by the displacement of luggage loads. Therefore, the safety barrier net should protect the passengers of a vehicle during certain kinds of accident situations or emergency breaking from pieces of luggage loads flying around. This study introduces the development processes and the effectiveness of safety barrier net.