Mobile Advertising Acceptance and Strategy

Jaesin Oh 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.2

The purpose of this paper is to develop a conceptual model to examine the influence of four antecedent factors(informativeness, entertainment, privacy risk, and irritation) on consumers’ perceived value and attitude toward mobile advertising, and to investigate customers’ willingness to accept advertising through their mobile phones. It is also to investigate the role of advertising involvement. A total of 245 questionnaires were collected from mobile consumers in Korea, some questionnaires were eliminated due to missing data, resulting in a final sample of 238 respondents. The main findings are as follows. First, the four hypotheses concerning the impact of entertainment, informativeness, privacy risk, and irritation on advertising value are supported. As expected, entertainment and informativeness of mobile advertising are positively related to advertising value. On the contrary, privacy risk and irritation negatively influence advertising value. Second, the results of the model showed that entertainment and irritation significantly influence mobile advertising attitude. However, informativeness and privacy risk do not have effects on mobile advertising attitude. Third, the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is identified. Lastly, the study analyzes the moderating effects of advertising involvement in the relationships between advertising value, advertising attitude, and advertising attitude and advertising acceptance.

An Empirical Study on Consumers` Adoption of M-commerce

Jaesin Oh,Gwijeong Park 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.5

Mobile commerce is the next generation of e-commerce, which conducts internet transactions via mobile phones and personal digital assistants. Nowadays, mobile commerce is creating a new era in business and it will continue to broaden the way organizations carry out business. This study captures consumers` acceptance behavior towards mobile commerce by applying technology acceptance model(TAM) and theory of planned behavior model(TPB). This study reviews the literature on technology acceptance model and theory of planned behavior model; and then develop several hypotheses about the determinants of users` adopt intention in m-commerce context. The main contribution of this study is to empirically examine the application of technology acceptance model and theory of planned behavior in context of m-commerce. The research model was developed to help explain the underlying the relationships between antecedents and consequences of intention to use m-commerce.

The Effects of Brand Personality of Mobile IT Devices on Brand Trust, Brand Attachment, and Purchase Intention

Jaesin Oh(오재신),Ji-Hee Jung(박귀정),Wonjong Kim(김원종) 한국경영학회 2017 한국경영학회 통합학술발표논문집 Vol.2017 No.08

This paper aims to explore the personalities of IT device brands after a review of the previous literatures. We based Aaker’s brand personality dimensions to investigate the impact of brand personality on brand trust and brand attachment. In addition, this study is to explore relationships among brand trust, brand attachment, and purchase intention. The main findings are as follows. First, the six hypotheses concerning the impact of brand personality on brand trust are partly supported. As expected, innovation, attractiveness, and excitement of brand personality are positively related to brand trust. However, competence, sincerity, and sophistication are not significantly influencing the brand trust. Second, the results of the model showed that innovation, attractiveness, and sophistication influenced brand attachment. By contrast, competence, sincerity, and excitement do not have effects on brand attachment. Lastly, the positive linkage between brand trust, brand attachment, and purchase intention in the IT device users is identified.

A Study on the Influential Factors of Internet of Things (IoT) to Realize Smart Home

Jaesin Oh,Wonjong Kim,Gwijeong Park 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.2

Nowadays, Internet of things (IoT) technology has an increasing impact on our daily lives, and it offers interesting and advantageous experiences to users. In addition, the researches in this field tend to focus on IoT design, architecture and implementation from the organizational point of view. Little researches have been conducted from the users’ perspective. Considering the importance of attracting and retaining IoT users, therefore, it is necessary to identify the factors affecting consumers’ IoT acceptance. Accordingly, this research aims to investigate the critical factors affecting attitude formation toward IoT and intention to use IoT. To achieve the goal of the study, the constructs including social, technical and individual context including social influence, ease of use, perceived risk, perceived enjoyment, and perceived convenience have been hired for better understanding and explanations on consumers’ attitude formation toward IoT. For the empirical study, a survey was conducted from February 7 to 26, 2016 in Korea. A total of 358 questionnaires were collected over 20 days, and 322 questionnaires were used in the final analysis after statistical screening.

The Relationship among Perceived Value, User Satisfaction, Brand Trust, and Loyalty in Mobile Phone Context

Jaesin Oh,Kihan Chung,Gwijeong Park 보안공학연구지원센터 2016 International Journal of u- and e- Service, Scienc Vol.9 No.7

Understanding the value that customers perceive in an offer, creating value for them, and managing it over time have long been recognized as essential elements of a firm’s business strategy. Identifying what an individual customer seeks from a service also helps a firm with formulating its value proposition. The purpose of this paper is to extend this line of research to consider user satisfaction, brand trust, as mediating variables in the context of using mobile phone that relate customers perceived value and brand loyalty. It is also to investigate the roles of product knowledge and self-efficacy on the constructs. Thus, this study investigates the importance of sub-dimensions of perceived value and brand loyalty. The main findings show that the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is substantiated.

The Moderating Effects of Importance and Contribution Intension in the Relationship between Large-sized Hospital’s Social Philanthropy and Performance

Jaesin Oh,Gwijeong Park 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.2

Despite the fact that large hospitals are continuously carrying out social responsibility activities, there is no research on the results. The purpose of this study is to clarify whether social responsibility activities of major hospitals have a substantial impact on the management performance of hospitals and provide strategic implications. In addition, by analyzing the importance of social responsibility activities, it is necessary to plan strategic optimal social responsibility activities. Also, it is necessary to analyze the moderating effect of contribution intensity on the difference of management performance of large hospitals according to the strength of social contribution, and to suggest implications accordingly. In particular, unlike the research on financial performance measurement for general companies, non-financial performance is measured. First of all, this study focuses on the degree of influence of social responsibility activities of large hospitals on the development of local community. In addition, the effect of social responsibility activities on the management performance is examined and the implications for the selection and intensity of appropriate social contribution types are provided for large hospitals.

The Relationship among Brand Personality, Brand Trust, Brand Attachment, and Purchase Intention

Jaesin Oh,Jaeik Shin,Gwijeong Park 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.2

This paper aims to explore the personalities of IT device brands after a review of the previous literatures. In the academic literature, brand personality has been recognized as a major determinant in inducing brand trust and brand attachment. Thus, we based Aaker’s brand personality dimensions to investigate the impact of brand personality on brand trust and brand attachment. In addition, this study is to explore relationships among brand trust, brand attachment, and purchase intention. A total of 237 questionnaires were collected from respondents and 221 valid ones are used. The main findings are as follows. First, the six hypotheses concerning the impact of brand personality on brand trust are partly supported. As expected, innovation, attractiveness, and excitement of brand personality are positively related to brand trust. However, competence, sincerity, and sophistication are not significantly influencing the brand trust. Second, the results of the model showed that innovation, attractiveness, and sophistication influenced brand attachment. By contrast, competence, sincerity, and excitement do not have effects on brand attachment. Lastly, the positive linkage between brand trust, brand attachment, and purchase intention in the IT device users is identified.

The Impacts of the Characteristics of Mobile Rich-Media Ad on Consumers Behavior

Jaesin Oh,Kihan Chung,Gwijeong Park,Wonjong Kim 보안공학연구지원센터 2016 International Journal of u- and e- Service, Scienc Vol.9 No.10

This study is aiming to develop a successful advertising strategy on mobile rich-media. First, the mobile rich-media advertisement’s attributes could be categorized into five factors; personalization, informativeness, interactivity, credibility, and entertainment. Thus, based on the existing researches regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors influencing consumers’ attitudes toward mobile rich-media advertisements. The major findings indicate that first, mobile rich-media advertisement’s some attributes have positively affected customers’ attitude toward exposed advertisement and the brand. Also, the high level consumers’ impulse buying tendency has moderating effect between brand attitude and purchase intention. Implications of the study and suggestions for the further studies are also presented in the chapter of discussion and conclusion.

The Effects of Mobile Payment System on Consumer Attitude and Behavioral Intention

Jaesin Oh,Wonjong Kim 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.2

The main purpose of this study is to identify major factors affecting users of mobile payment services. Furthermore, it is to confirm the influence of these factors on the perceived value and trust of the user. In addition, this study examines the importance of perceived value and trust as the main influencing factors of users" continuance intention, and suggests theoretical and practical implications. The constructs of this study were incorporated in existing literature. A total of 7 constructs consisted of 21 measurement items. All items were measured on the Likert 7-point scale. We used SPSS 25.0 and AMOS 20.0 for basic analysis and hypothesis testing. The results of analyzing the data of 232 respondents for the hypothesis test are as follows. Perceived usefulness, facilitating conditions, social influence, and perceived security had a positive effect on perceived value. However, these factors did not significantly affect mobile payment trust. On the other hand, it was analyzed that the perceived value, trust, and continuance intention of users for the mobile payment service have a virtuous cycle.

인터넷 쇼핑몰에서 사이트품질과 구전의 관계

오재신(Jaesin Oh),신재익(Jaeik Shin) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.6

Today, online purchases of products through Internet shopping malls have experienced an unprecedented growth rate. In the academic literature, site quality has been recognized as a major determinant in driving business online. This study developed and empirically tested a conceptual model of the impact of site quality on satisfaction, trust, purchase intentions, and word of mouth(WOM). The results indicated that shopping convenience, design attractiveness, information usefulness, security, and communication of site quality have direct and positive impacts on consumer satisfaction, and that security has a direct and positive impact on trust but design attractiveness, information usefulness, and communication have indirect and positive impacts. Second, consumer satisfaction is strongly associated with trust. Third, shopping convenience, design attractiveness, information usefulness, communication, and trust have direct and positive impacts on purchase intentions but security and consumer satisfaction have indirect and positive impacts. Fourth, consumer satisfaction, trust, and purchase intentions have direct and positive impacts on WOM. Drawing on the empirical findings, managerial implications and recommendations for future research are offered.