본 연구의 목적은 가상현실 체육실 수업의 실재 경험이 즐거움과 몰입을 경험할 때 스포츠 활동 참여의도에 어떤 영향을 미치는지 알아보는 것이다. 조사는 초등학교 고학년을 대상으로 총 300명을 60부 씩 표본추출하여 설문지 중 응답이 불성실한 24부를 제외하고 총 276부의 자료를 연구에 사용하였다. 본 연구에서 사용한 데이터 처리는 SPSS ver. 24.0 및 AMOS 버전. 24.0 통계프로그램을 이용하여 확증요인 분석, 빈도분석, Cronbach's α 계수계산, 상관분석, 구조방정식모형분석을 실시하였다. 이러한 과정을 통 해 다음과 같은 결과를 도출하였다. 첫째, 가상현실 체육실 수업의 실재 체험은 즐거움에 정(+)의 영향을 미쳤다. 둘째, 가상현실 체육실 수업에서 즐거움과 몰입의 관계는 정(+)의 영향을 미쳤다. 셋째, 가상현실 체육실 수업의 즐거움은 체육활동 참여의도에 정(+)의 영향을 미쳤다. 넷째, 가상현실 체육실에 참가한 학 생들의 수업몰입도는 향후 체육활동 참여의도에 정(+)의 영향을 미쳤다.

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

Introduction In order to solve the information asymmetry and make full use of resources (unused goods, spare capacity and so on), the sharing economy, which based on the application of mobile internet technology and focused on the consumption of the right to use, is developing rapidly. Lack of trust is considered to be one of the important problems hindering the development of sharing economy. Möhlmann (2015) said that trust is a fundamental determinant of sharing economy development and ensuring shared satisfaction. At present, sharing economy enterprises have established product evaluation system and docked a third party credit rating system (i.e. Zhima Credit) to promote consumers’ trust. However, with most enterprises are becoming more and more consistent in evaluation and credit rating system, there is a new problem emerged: how to further deepen consumers’ trust in order to promote consumers’ intention to participate continuously (Zucker, 1986; Lewis & Weigert, 1985). Granovetter (1985) mentioned that trust is the product of social relationships. Botsman and Rogers (2011) made it clear that social networks play an important role in building trust in sharing economy. And people are always more willing to accept the opinions of people who have social relations with them (Lu, Zhao, & Wang, 2010). Hence, with the feature of participant of everyone in sharing economy, it is necessary to further strengthen consumers’ trust through the social interaction among consumers and between consumers and sharing platforms. Theoretical Development Sharing economy is based on LBS and other new technologies to realize the matching of supply and demand information across time and space. And to a certain extent, it solves the problem of information asymmetry in the era of e-commerce. Yet consumer have new requirements for product information. For example, consumers are more concerned about whether the utility of products and services can meet their needs (i.e. some consumers are more concerned about when to reach their destination than the performance of the car). But it is difficult for company to understand each everyone of consumers’ utility preference and publish product utility information based on these preferences (Xie & Gerstner, 2007). Because this kind of utility preference has the characteristic of timeliness and personalization. Therefore, consumers’ perceived uncertainty about the utility of the product will also affect the consumers’ trust. In summary, we then address these research questions:(1) can the promotion of trust between consumers and sharing platforms be achieved through the socializing of sharing platforms and then affect consumers’ intention to participate continuously; (2) if so, which type of privacy protection method and social information can promote consumer trust; and (3) does the impact of sharing platform socialization on consumer trust vary according to consumers’ concerns about the perceived utility uncertainty of the product. Research Design We then address these issues using experiment data. The first experiment was a 2 (social media: have, not have) x 2 (individual trust propensity: trust, not trust) between-subject design on the intention to trust sharing platform and participant continuously. Perceived utility uncertainty was added to this design as a moderator. Moreover, the second experiment was a 2 (social information type: hedonic, utilitarian) x 2 (degree of privacy protection: week, strong) between-subject design on the intention to trust sharing platform. Our scales come from existing scales and optimize it according to the characteristics of sharing economy (Schneider, 1999; Dhar & Wertenbroch, 2000; McKnight, Choudhury, & Kacmar, 2002). Results and Conclusion The results of the first experiment show that whether or not the social platform has no significant impact on the consumer trust if the individual tends to trust others. And for individuals who tends to do not trust others, they are more likely to trust socialized sharing platforms. The higher the consumer perceived utility uncertainty is, the higher (lower) trust of the consumer platform in the socialized (not socialized) sharing platform. For the second experiment results, in the context of sharing economy, the utilitarian information has a greater positive impact on the consumer trust than the hedonic information. In addition, the stronger the privacy protection of sharing platforms, the higher the trust of consumes. This study makes several academic contributions. First, we extend the topic of socialization to sharing economy context. Second, we add the perceived utility uncertainty as a moderator, and supplement the role of perceived uncertainty. This research also provides several practical implications. First, sharing platform can promote their consumers’ trust by establishing their own social platform. This platform can be used as a differentiated competitive strategy for sharing platform. Second, sharing platform should guide consumers to share utilitarian information (i.e. weather for specific place or real time traffic) to improve consumer satisfaction. Third, sharing platform can access consumer preference information through this social platform for further product development and classification.

전국 산림의 68.1%를 차지하고 있는 사유림은 소규모 영세성과 분산된 임야, 부재 산주 등의 이유로 관리와 경영이 제대로 이루어지지 못하고 있다. 게다가 1995년 32개의 도농복합도시가 56개로 늘어나 는 상황에서 도농복합도시에서의 사유림 경영 활성화를 위한 대책은 더욱 시급하다. 이 연구는 도농복 합도시에 거주하는 지역주민을 대상으로 산림 실태에 대한 인식과 산림경영에 대한 참여의사 분석을 통 해 향후 사유림 경영에 대한 정책수립을 위한 기초자료를 제시하는데 그 목적이 있다. 조사대상지는 울 산광역시 울주군 상북면에 있는 소호리 지역으로서, 전체 산림면적의 약 92.7%가 사유림이며, 우리나라 최초로 협업체가 조성된 곳으로서 도농복합도시 지역의 사유림 활성화 가능성을 분석하기 위한 최적의 장소라 할 수 있다. 도농복합도시에 살고 있는 5개 마을주민을 대상으로 심층설문면접조사를 통해 총 80부 중 72부의 유효 설문지를 이용하여 분석하였다. 설문 분석은 SPSS 12.0K을 활용하였으며 집단 간 비교를 위해 t-test를 이용하였다. 분석결과, 마을 원주민과 이주민은 산림 실태에 대한 인식과 산 림경영에 대한 참여의사에 관하여 차이를 보였으며, 산지은행제도와 같은 방치되고 있는 산림을 매매나 임대차의 형태로 푸는 것은 현실적으로 해답이 되지 않는 것으로 파악되었다. 때문에 지역주민을 이용 한 새로운 형태의 규모화 전략을 수립 할 필요가 있다.

The purposes of this study were to investigate the eating of breakfast by female middle school students in Seoul, the perception of the school breakfast program (SBP), and determine the factors affecting the intention to participate in SBP. Out of 340 questionnaires distributed to the female middle school students, 334 were returned (98.2% response rate) and 323 were analyzed. The subjects were categorized into two groups by the intention to participate in SBP. Subjects were classified as participating and non participating groups. As a result of analyzing the breakfast intake frequency, 'hardly eat' showed the highest with 18.5% in the participating group and 10.3% in non participating group, while 'eat every day' showed 38.2% in the participating group, and the highest with 65.5% in non participating group (p<0.001). For the reason for skipping breakfast, 'no time' showed the highest with 30.0% in the participating group, 'over sleep' and 'no appetite' showed the highest with 24.8% in non participating group. For the reason for not participating in SBP, 'breakfast should be eaten at home' showed the highest with 47.2% in non participating group and 'may get up early in the morning' showed the highest with 46.2% in participating group (p<0.01). To determine the factors affecting the intention to participate in SBP, logistic regression analyses were conducted for female middle school students. According to the logistic regression analysis, father's education level was independently associated with the intention to participate in SBP in female middle school students [Odds Ratios (OR) 2.38, 95% Confidence Interval (CI) 1.03~5.52]. Frequency of eating breakfast on weekdays (OR 1.36, 95% CI 1.01~1.81), Level of need for school breakfast (OR 0.52, 95% CI 0.35~0.76) and whether to approve school breakfast (OR 0.27, 95% CI 0.18~0.41) were independently associated with the intention to participate in SBP in female middle school students. In conclusion, proper educational efforts for importance of school breakfast could be useful plan to develop school breakfast program.

This paper investigates how promotions of knowledge and social embeddness shape consumers’ participation in sustainable consumption. An extended model of goal-directed behaviour is tested under airline consumers who have participated in voluntary carbon offset (VCO) program. Results show consumer’s knowledge positively influences their subjective norm but not their attitude towards participation of VCO. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming subjective norm and their attitude. Finally, positive anticipated emotion influences consumers’ desire to participate in VCO, while negative anticipated emotion did not. The findings of this research reveal how interactive promotions influence individual’s internal processes for sustainable consumption, as well as highlight the need for different emotional elicitation strategies for different sustainability programs.