소셜 네트워킹 사이트에서 자기정보공개 연구

곡민(Min Qu),최수정(Sujeong Choi),김재전(Jaejon Kim) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4

People disclose their personal information related to daily lives on social networking sites(SNS) using tests, pictures, and video clips. This phenomenon is being accelerated by the wide spread of smartphones. By doing so, people attempt to build and maintain very close relationships with others such as family members, friends, and acquaintances. Despite the fact that such self-disclosure contributes to building social relationships, it brings about privacy concerns. This is because personal information posted on SNS can spread online through social networks and can be easily abused. Although many people have the worry about an invasion of privacy, they continue to disclosing their personal information on SNS. Therefore, this study explores self-disclosure on SNS, applying the theory of planned beahvior. Moreover, this study sheds light on key factors forming attitudes towards self-disclosure on SNS.

중국의 웨이신(WeChat) 기반 소셜커머스에서 온라인 구전 신뢰성의 결정요인: 휴리스틱-체계적 모델(HSM)의 적용

곡민 ( Qu Min ),최수정 ( Choi Su-jeong ) 한국정보시스템학회 2017 情報시스템硏究 Vol.26 No.4

Purpose Along with the growth of smart phones and social networking service (SNS), social commerce continues to expand. Although online reviews have become an important source of the information that consumers use to make purchasing decisions, theoretical development and empirical testing in this area are still limited. Thus, there is a need to develop further understanding about the influence of electronic word-of-mouth (eWOM). Drawing upon the heuristic-systematic model (HSM) which is one of the dual-process theories, this study develops a research model that explains key factors influencing consumers' eWOM credibility. Furthermore, this study verifies that consumer’s eWOM credibility is a key determinant of eWOM and purchase intentions. Design/methodology/approach The proposed model is empirically tested with 493 users who have experience in WeChat-based social commerce. The structural equation model (SEM) analysis is used to evaluate the research model and hypotheses. Findings The major findings are as follows. First, argument quality of eWOM (a systematic factor) has a positive effect on eWOM credibility. Second, source credibility and recommendation consistency of eWOM (heuristic factors) are positively associated with eWOM credibility. Finally, purchase and eWOM intentions greatly depend on eWOM credibility. These results confirm the effectiveness of HSM in explaining eWOM mechanisms in SNS-based social commerce. The details of findings and implications are presented.

SNS기반 소셜커머스 환경에서 구전정보의 이용동기와 상호작용성이 플랫폼신뢰와 구매의도에 미치는 영향

곡민(Min-Qu),김재전(Jae-Jon Kim),최수정(Su-Jeong Choi) 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.1

This study examines that users’ usage need fulfillment and interactivity are determinants of platform trust in the context of WeChat which is the most popular social networking service based on smart phones in China. As social network services (SNSs) are turning to a commerce tool from a communication tool, this study also examines that the role of platform trust is a determinant of purchase intention. Moreover, this study identifies antecedents of the usage need fulfillment such as eWOM and interactivity dimensions and verifies their effects on platform trust in the WeChat-based social commerce setting. To test the proposed hypotheses, this study conducted an AMOS 20.0 analysis with a total of 482 data items collected from WeChat users in China. The key findings are as follows: First, instrumental and social need fulfillment in the usage need fulfillment dimension positively influence platform trust. Second, responsiveness control, two-way communication and ubiquitous connectivity in interactivity dimension positively influence platform trust. Third, platform trust is a determinant of purchase intention.

공유경제 환경에서 차량 공유서비스 활용에 영향을 미치는 요인에 관한 연구 : 중국의 디디추싱(滴滴出行) 사례 분석을 중심으로

윤민석(Min-Suk Yoon),판찬(Can Pan),곡민(Min Qu) 한국IT서비스학회 2021 한국IT서비스학회지 Vol.20 No.2

As vehicle sharing service is being widely used in China. The sharing economy appeared to be a way to make people s lives more convenient and to utilize limited resources efficiently. Sharing economy companies have created an app to satisfy users’ needs with providing more benefits. Although research on vehicle sharing services has been continuously conducted at the level of the sharing economy, there are not many empirical studies related to the perception of the sharing economy from the consumer s point of view. In this sense, this study considered the perceived relationship benefits (social benefits, economic benefits, psychological benefits, and functional benefits) of Didi chuxing service as the key independent variables influencing users’ confirmation and satisfaction, And suggests that users’ confirmation and satisfaction are the key determinants of Didi continuance intention. To test the proposed research model, this study conducted structural equation model using 268 data collected on the users who have experience of Didi service. According to the empirical analysis results, This study verifies that: First, social benefits, economic benefits, psychological benefits, and functional benefits are determinants of user’s satisfaction. Second, expectation confirmation depends on economic benefits, psychological benefits, functional benefits and social influence, meanwhile, social benefit has no effect on expectation confirmation. Third, expectation confirmation is proved to be a positive predictor of users’ satisfaction. Finally, this results indicate that continuous use intention is determined by users’ satisfaction.

타오바오 라이브방송 쇼핑플랫폼에서 국내기업 제품의 소비자신뢰 형성에 관한 연구

최수정(Sujeong Choi),곡민(Min Qu) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.6

This study focuses on live commerce based on the TaoBao live streaming shopping platform which is a fast-growing electronic(e-) commerce area, along with the spread of live streaming services. Live commerce refers to a new type of commerce which combines electronic commerce with live streaming. Drawing on the literature of consumer trust and trust transfer in e-commerce, this study examines how to increase global consumers’ purchase intentions of domestic products with a low level of brand awareness through live commerce. By considering platform trust, seller trust, and product trust as consumer trust, this study explores the effect of trust transfer among them. Moreover, this study investigates key determinants of consumer trust in live streaming shopping. The partial least squares (PLS) analysis with a total of 200 data collected on buyers with experience in TaoBao live streaming shopping. The key findings are presented as follows. Firstly, purchase intentions of Korean regional products are determined by platform trust, seller trust, and product trust. Secondly, there is the effect of trust transfer among three types of consumer trust. That is, platform trust influences both seller trust and product trust and then seller trust influences product trust. Finally, institutional mechanism and familiarity are key determinants of platform trust and seller trust. The discussion and implications of the results are provided.

콜센터 상담사의 직무성과 및 이직의도에 영향을 미치는 요인 : 개인특성과 조직특성을 중심으로

정경숙(Kyeongsook Jeong),곡민(MIN QU) 한국IT서비스학회 2020 한국IT서비스학회지 Vol.19 No.6

This study examined the factors that influence the turnover intention, job performance of call center representatives based on the adaptive structuration theory (AST). This study intended to empirically examine how individual characteristics of representative affect the technological and task adaptation, how they affect job performance and turnover intention. On the other hand, this study also explains how rational culture and organization a reputation which are considered as dimensions of organizational characteristics affects organizational commitment, and verifies the relationship between organizational commitment and job performance and turnover intention. Finally this paper aim to provide academic and practical implications. In order to solve the above research problems, this research proposed a model based on the adaptive structuration theory. In order to identify the relationship between the proposed variables and the AST for individual, we conducted an empirical test on the call center representatives. The structural equation model was used to verify the research model and hypotheses. The results of the empirical analysis show that the personal characteristics of counselors, such as communication skills, multitasking abilities, and innovativeness have a positive effect on skill adaptation, and skill adaptation has a positive effect on task adaptation, furthermore, it influences on job performance and turnover intention Respectively. In addition, among the factors of organizational environmental dimensions of the call center, it was found that organizational reputation not only increase continuance commitment but also increase normative commitment. Contrary to our expectations, perceived rational culture didn’t have a positive effect on organizational commitment. Also, continuance commitment and normative commitment are valid predictors of job performance, but they have nothing to do with turnover intention. On the contrary, emotional commitment is the only one variable among three dimensions of organizational commitment have a positive effect on turnover intention, but is not a valid predictor of job performance.

서비스회복과정에서 고객의 서비스회복만족에 영향을 미치는 요인에 관한 연구: S손해보험사를 중심으로

박명옥(Park, Myeoung-Ok),곡민(Qu, Min),정경숙(Jeong, Kyeong-Sook) 한국산업경제학회 2021 산업경제연구 Vol.34 No.4

서비스산업이 국내 산업에서 차지하는 비중이 커지고 있지만 서비스의 특징 때문에 기업입장에서도 완벽한 무결점서비스를 제공하기란 불가능하고, 서비스실패로 불만족한 서비스를 경험한 고객에게 신속하면서도 만족스러운 회복활동은 충성고객을 확보할 수 있는 중요한 수단이 된다는 점에서 중요한 의미가 있다. 이에 본 연구에서는 실증분석을 위해 S손해보험사 불만족 서비스를 경험한 고객을 대상으로 설문조사를 실시하였다. 본 연구의 분석을 위해 SPSS 17.0과 AMOS 22.0 프로그램을 활용하여 가설 검증 후 다음과 같은 결과를 도출하였다. 서비스 실패 시에는 서비스 기업은 서비스회복과정에서 인지적인 가치를 나타내는 공정성과 심리적 가치를 나타내는 진정성을 모두 고려하여 실패를 효율적으로 극복하기 위해 노력한다면 높은 서비스회복만족 효과를 나타낼 수 있다. 또한 고객이 지각한 공정성과 진정성을 향상시키려면 고객접점직원이 업무수행의 범위와 판단의 자율성을 갖고 고객의 문제를 해결하려고 적극적으로 나섰는지에 대해 고객이 지각하는 권한위임과 그에 따른 직원들의 태도인 즉각적인 반응성을 제고시켜야 한다는 것을 확인할 수 있었다. The share of service industry in the domestic industry is increasing, but due to the characteristics of the service. Service failure is inevitable even if the company makes perfect efforts and preparation. This study is aim to verify factors that influencing customers’ service recovery satisfaction in the recovery process. To test the proposed research model and hypotheses, we conducted a questionnaire with those consumers of S Insurance Co., Ltd. who had failure services. For the analysis of this study SPSS17.0 and AMOS 20.0 were utilized. The key findings of this study are as follows. First, it has been found that perceived empowerment has a significant effect on perceived distributive justice, procedural justice, but has no effect on perceived interaction justice. Second, perceived responsiveness has a significantly effect on perceived distributive justice, procedural justice, interaction justice. Third, perceived empowerment has significant effect on perceived responsiveness which is the only predictor is statistically significant on perceived interaction justice. Fourthly, customers’ service recovery satisfaction is determined by perceived distributive justice, procedural justice, interaction justice and authenticity. among these variables, perceived distributive justice service is the most important predictor of consumers’ satisfaction. Lastly, the perceived authenticity is determined by perceived empowerment and responsiveness.