온라인 여행사의 추천정보가 구매의사결정과 재사용의도에 미치는 영향

정남호 ( Chung Nam-ho ),엄태휘 ( Um Tae-hyee ) 한국정보시스템학회 2017 情報시스템硏究 Vol.26 No.3

Purpose The purpose of this study is to investigate how OTA recommendation influences users` purchase decision making and reuse intention based on the users` destination type. And we compare the results of domestic destination and overseas destination. Design/methodology/approach This research model was designed with the recommendation elements of OTA. And this study conducted an empirical analysis using self-administered questionnaires. The target of the analysis is an individual who has purchased hotel rooms through the OTA for the past one year. A total of 374 usable data were collected (177 domestic respondents and 197 overseas respondents) and analyzed using partial least squares analysis using Smart-PLS 3.0. Findings Two OTA recommendation characteristics - recommendation accuracy and recommendation objectivity were significant in overall model. And easy of decision making was significantly affect to OTA reuse intention. Also, only recommendation accuracy variable was revealed to significant moderating variable between domestic model and overseas model.

온라인 여행 커뮤니티에서 지각된 가치와 정보공유 만족의 결정요인에 관한 연구: 개인의 혁신성, 혁신저항, 전문성

정남호 ( Nam Ho Chung ),한희정 ( Hee Jeong Han ),울리케그레첼 ( Gretzel Ulrike ) 한국고객만족경영학회 2014 고객만족경영연구 Vol.16 No.1

인터넷의 발전으로 등장한 스마트 관광 환경에서 잠재 여행객들은 온라인 여행 커뮤니티(Online Travel Community)에서 필요한 여행정보를 탐색하고 공유하고 있다. 온라인 여행 커뮤니티에 대한 기존 연구를 살펴보면 구성원들의 관계가 어떻게 정보 공유에 미치는지에 대한 연구가 많았다. 그러나 개인의 특성인 혁신성이나 커뮤니티 사용에 대한 저항감, 온라인 여행 커뮤니티에 대한 사람들이 느끼는 전문성이 사람들이 온라인 여행 커뮤니티를 통해 여행정보를 공유하는 행동에 대한 만족도를 설명하는 대해 충분히 연구되지 않았다. 이에 본 연구는 온라인 여행 커뮤니티에서 개인의 혁신성, 지각된 전문성, 온라인 여행 커뮤니티 혁신저항이 지각된 가치와 정보공유 만족을 설명하는 연구모형을 설계했다. 총 335명의 온라인 여행 커뮤니티 이용자를 대상으로 AMOS 18로 인과모형을 구축하여 실증 분석하였다. 그 결과 지각된 전문성은 커뮤니티의 지각된 가치와 정보공유 만족에 긍정적 영향을 미치고, 혁신저항은 가치와 만족에 부정적 영향을 미쳤다. 개인의 혁신성은 정보공유 만족에 영향을 미치지 못하고 지각된 가치를 통해서 영향을 미치는 것을 발견했다. 이상의 결과를 바탕으로 본 연구의 이론적, 실무적 시사점을 제시하였다 Recently, many tourist start off using heavily online travel communities(OTCs) such like, Blog, cafes, social networking sites. Usually tourists play the role of online communities where many members share information and opinions. In particular, the appearance of OTCs supports tourist to make decisions based on more reliable information sources. However, existing studies of OTCs have not sufficiently examined which factors affect tourists information sharing satisfaction in OTCs. Therefore, this study aims to the reasons for tourism information sharing motivational factors of OTCs that influence OTC`s perceived value and its OTC`s information sharing satisfaction. Antecedent variables divided into personal factors including personal innovativeness and innovation resistance to the OTC and technicality factor including technicality. A survey of 335 respondents who had used OTCs was conducted and analysis of the structural equation modeling was made using AMOS 18. According to the analysis result, personal innovativeness, innovation resistance to the OTCs, technicality significantly affected their information sharing satisfaction in OTCs with perceived value as mediators. Based on the aforementioned results, the theoretical and practical implications of the present study were presented.

The Effect of Familiarity and Information Overload on Trust and Adoption of Shopping Agent

Nam-Ho CHUNG(정남호) 조선대학교 지식경영연구원 2011 기업과 혁신연구 Vol.4 No.2

쇼핑 에이전트와 같은 개인화 기술(personalization technology)의 상황에서 기존의 수용(adoption)과 관련된 이론은 해당 기술이 갖는 본질적 특성에 따라 인식적인 신념(cognitive belief) 뿐만 아니라 감성적(affect)인 요소를 반영하여야 한다. 이에 본 연구에서는 신뢰(trust)를 중심으로 인식적인 요소와 감성적인 요소를 감안하여 쇼핑에이전트의 수용을 설명하고자 한다. 특히, 이를 설명하는데 있어 사용자의 쇼핑에이전트에 대한 친밀감(familiarity)과 쇼핑 에이전트가 제공하는 정보의 과부하(information overload) 를 동시에 고려하고자 한다. 한편, 쇼핑에이전트를 수용함에 있어 어떠한 사용자는 만족스러운 결과 및 상태를 얻기 위해 현재의 상황을 향상시키려는 목표를 갖는 반면에 어떠한 사용자는 원치 않는 상태가 일어나는 것을 막기 위해 현재의 목표를 유지하려는 동기를 갖는다. 이에 쇼핑 에이전트의 수용에 있어 사용자의 동기를 반영하기 위해 조절초점이론(Regulatory focus theory)을 적용하여 사용자의 쇼핑 에이전트 수용행동을 설명하고자 하였다. Theories on users’ prior adoption of shopping agents employing personalization technology should reflect users’ affective factors as well as cognitive beliefs in accordance with the technology’s essential traits. Therefore this study aims to explain users’ adoption of shopping agents considering cognitive and affective factors centered on trust. In particular, to this end, users’ familiarity with shopping agents and the information overload provided by them will be taken into account at the same time. In the meantime, in adopting shopping agents, some users have the purpose of improving the current status in order to obtain satisfactory results and conditions, while others have the motive to sustain the current goal in order to prevent unwanted conditions from occurring. Accordingly, users’ behavior of adopting shopping agents was explained by applying regulatory focus theory in order to reflect their adopting motives.

온라인 여행 커뮤니티에서 커뮤니케이션 유형에 따른 관광객의 행동 변화

정남호 ( Nam Ho Chung ),한희정 ( Hee Jeong Han ),박상철 ( Sang Cheol Park ),구철모 ( Chul Mo Koo ) 한국지식경영학회 2014 지식경영연구 Vol.15 No.1

Due to advance in Internet technology, most tourists tend to search travel information in the Online Travel Communities(OTC). Given this new paradigm in terms of finding travel information, most of relevant studies in this area are still dealt with explaining tourists`` behaviors regardless of the types of communications. Therefore, to overcome some limitations in previous studies, we attempt to examine the relationships between both formal and informal communications and tourists`` behavioral changes in the OTC context. Specifically, we developed a research model by employing the PPM(push-pull-mooring) framework and tested it to understand why and how tourists`` behaviors might be changed. Survey data collected from 323 online tourists were used to test the model the model using SEM(structural equation modeling). The implications of our empirical findings for both research and practice are discussed.

체험경제요인이 지식기반 모바일 증강현실의 수용에 미치는 영향 : 쾌락적 정보시스템 관점

정남호 ( Nam Ho Chung ),이현애 ( Hyun Ae Lee ),구철모 ( Chu Lmo Koo ) 한국지식경영학회 2013 지식경영연구 Vol.14 No.4

Augmented reality, which has recently drawn great attention, has a long history in technical terms. However, the latest emergence of mobile augmented reality using smartphones is allowing people to access augmented reality more easily and faster than ever. However, a review of existing studies shows that most of them have focused on the technical realization of augmented reality, whereas few studies have dealt with how users perceive augmented reality. For users, augmented reality is a means of knowledge transfer, which enables the experience of more abundant reality by providing additional information sources to objects or landscapes. Therefore, the element of experience must be considered for the perception of users. In addition, the current augmented reality technology certainly provides users with more fun than any other existing technologies. In this regard, this study intended to divided experiences not only into sensory experiences, but also into entertainment, educational, escapist, and esthetic experiences based on the experience economy theory suggested by Pine and Gilmore (1998). Moreover, this study intended to examine whether mobile augmented reality applications, which are highly popular as a means of the experience economy, influence the usefulness, convenience, and enjoyment perceived by users, and to identify which of these cognitive elements influence usage intentions.

인터넷 쇼핑 시장의 블루오션 창출 : 인터넷 쇼핑몰 비구매에 영향을 미치는 요인 분석

정남호(Nam-Ho CHUNG),신지철(Ji-Chul SHIN) 조선대학교 지식경영연구원 2010 기업과 혁신연구 Vol.3 No.2

최근 인터넷 쇼핑시장에 대한 연구는 기존고객의 유지에 많은 관심을 가지고 있다. 인터넷 쇼핑 시장은 전통적인 시장에 비해 그 규모가 상대적으로 작기 때문에 경쟁력을 강화하기 위해서는 인터넷 쇼핑몰 비구매자들을 유인할 필요가 있으나 이에 대한 연구는 충분치 못한 실정이다. 이에 본 연구에서는 첫째, 인터넷 쇼핑몰의 비구매의도에 영향을 미치는 요인을 찾고 둘째, 이들 요인이 고객불만족과 비구매의도에 어떠한 영향을 미치는지 실증적으로 분석을 하고자 하였다. 문헌연구를 통하여 고객의 비구매의도에 영향을 미치는 요인에 높은 비용, 과다한 시간소요, 구매지원부족, 거래위험, 불신 등이 나타났으며 총 242명의 인터넷 쇼핑몰 비구매자를 대상으로 PLS 분석을 실시하여 이들 요인이 인터넷 쇼핑 불만족과 비구매의도에 미치는 영향을 실증적으로 분석하였다. Recent trend in online market is focused on adopting customer retention strategy in which online shopping mall companies extend their business realms. Internet shopping market is very small compare to traditional market. So, Internet shopping mall companies need to expand their customer to non-shopping customer. But' we hardly never find the non-purchase Internet shopper related literature. In this sense, we concentrate on the online shopping mall companies to investigate the following research issues- (1) find crucial factors affecting the customer non-purchase intention, and (2) compute statistical analyses how each crucial factor has a relationship with customer non retention-related variables such as customer dissatisfaction and customer non-purchase intention. For the first research issue, we found through the literature survey that the crucial factors previous studies skipped include high cost, time cost, non-transactional support, transactional risk and non-trust. For the second research issue, we performed a field survey in which 242 valid questionnaires were collected from the online shopping mall users, and PLS (Partial least Squares) was applied to them to induce statistical results.

셀프서비스 기술(SST) 사용의도(Usage Intention)에 대한 사용자의 기술 준비도(Technology Readiness)가 미치는 영향: 직원의 도움의 조절효과

정남호(Chung, Nam Ho),이주미(Lee, Ju Mi),구철모(Koo, Chul Mo) 한국서비스경영학회 2019 한국서비스경영학회 학술대회 Vol.2019 No.12

소셜 미디어를 이용한 국내 관광산업의 경쟁력 강화전략: 사회적 실재감 유형별 차이분석

정남호 ( Nam Ho Chung ),구철모 ( Chul Mo Koo ) 한국정보시스템학회 2013 情報시스템硏究 Vol.22 No.1

Social media have been rapidly and widely adopted in various areas, and tourism industry can be one of potential growing areas. Tourist and travelers would like to share their photos and stories as well as find others` experiences. People are doing their activities through social media. Regarding relaxing entertainments, information sharing, escapism, social interaction, tourism activities are being paid attention by majority of users in social media. However, Although people have various motivation for using social media, academically researchers have not actively studied on the phenomenon arising from tourism industry. Therefore, this study aims to the reasons for tourism information searching motivational factors of social media that influence perceived value and its consequences such like before-searching, during-searching, and after-searching and divided social media into two types according to the level of social presence, and then empirically verified them. Antecedent variables divided into benefits including perceived usefulness and information quality and sacrifices including complexity and perceived effort. Our analysis results show that both of dimensions had the greatest effect on perceived value of social media use, which affect the consequences.

체험경제요인이 지식기반 모바일 증강현실의 수용에 미치는 영향: 쾌락적 정보시스템 관점

정남호 ( Nam Ho Chung ),이현애 ( Hyun Ae Lee ),구철모 ( Chul Mo Koo ) 한국지식경영학회 2013 지식경영연구 Vol.14 No.5

PDA 중심의 모바일 기술을 활용하는 업무에서 개인특성을 고려한 업무 - 기술 적합성이 성과에 미치는 영향

정남호 ( Nam Ho Chung ),이건창 ( Kun Chang Lee ) 한국지식경영학회 2005 지식경영연구 Vol.6 No.1