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오재신,신재익,박귀정 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.
A Study on the Influential Factors of Internet of Things (IoT) to Realize Smart Home
오재신,김원종,박귀정 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.
스마트폰 구매동기, 소비자 만족, 브랜드 애착, 재구매의도의 관계 : 혁신성과 자기통제의 조절효과
오재신 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.4
The main purpose of this paper is to analyze the influence of consumers' buying motives on consumer satisfaction, brand attachment, and repurchase intention. Many factors affecting consumers' attitudes and behavior intentions can be assumed in the dimensions of buying motives. They are categorized as five factors; information, relax, relatedness, competence, and autonomy motive. The data were collected from 274 consumers who have experienced with smart phone buying during May 19 to 23, 2014 in Gyeongnam province. After excluding inappropriate questionaries, the proposed model in this study was tested using 252 questionaries. Specially, this study is focusing on the moderating effects of consumers' innovativeness and self-control. The conclusions draw implications for marketing practice and future research.
오재신,박귀정 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.