8세기 이슬람 국가와의 교류와 침입으로 이슬람 문화와 함께 수피즘이 인도에 유입되었다. 수피즘은 정통적인 이슬람교의 제식에 반대해 생겨난 것으로 신에 대한 사랑과 믿음만으로 신과 하나가 될 수 있다고 믿었다. 수피즘의 일원론은 인도의 전통 철학인 베단따 철학과도 유사했으므로 인도에 쉽게 정착할 수 있었다. 초기 수피즘에는 포교를 위해 지역의 언어와 그들의 문화가 반영되었다. 비록 이 시기 힌디어로 쓰여진 수피들의 문학은 힌디문학사에 흐름을 만들지 못했지만 대중들의 언어로 대중을 위한 글을 쓰면서 박띠시대의 초석을 마련했다. 이후 14세기 박띠문학은 대중을 위한, 대중에 의한 문학이라고 평가 받고 있다. 박띠즘은 문학사조이기 이전 인도 전체를 아울렀던 인도의 사회개혁운동으로 니르군 박띠 시파에 수피즘의 영향이 두드러지게 나타난다. 제식이 아니라 신에 대한 사랑만으로 신과 하나가 될 수 있다고 믿었으며 신 앞에서 모두가 평등하므로 카스트를 반대하고 힌두와 무슬림의 차별을 없애는데 앞장섰다. 수피사랑시파의 사랑시 전통은 비록 영향력은 미미했지만 리띠시대에도 이어져왔다. 수피즘이 힌디 문학을 선도했다고 볼 수 없지만 수피즘의 영향을 받은 것은 분명하다.

Digital signage in a smart store would engage and invoke responses from consumers because good in-store experiences are more important than ever. Thus, the present study investigates consumer perceptions of interactive digital signage integrating technology acceptance model. Specifically, the current study examined 1) the effects of personal and fashion innovativeness on interactivity; 2) the effect of interactivity on perceived usefulness, ease of use, and enjoyment; and 3) the effects of perceived usefulness, ease of use, and enjoyment on intentions to use the products and the store, visit the store, and engage in word-of-mouth. As a pre-study, two researchers visited the smart stores of six brands in Seoul, all of which integrate various technologies in the fashion field. A video clip was developed as a stimulus to the study. A total of 214 responses were gathered and analyzed. The results were as follows. Personal innovativeness has a significantly positive effect on interactivity, whereas fashion innovativeness has no significant effect. Interactivity had positive effects on the perceived usefulness, ease of use, and enjoyment. Consumer responses (i.e., intentions to use, visit, and engage in word-of-mouth) were predicted by usefulness and enjoyment, but not by ease of use. The findings of this study could provide the fashion industry and retailers practical and valuable insights into enhancing consumers’ in-store experiences through the use of interactive digital signage.

이 논문은 김억, 김영랑, 한흑구, 정인섭을 중심으로 식민지 조선 문인들의 “The lake isle of innisfree”의 수용과 전유 양상을 고찰하는 목적으로 한다. 식민지 조선 문단에서 “The lake isle of innisfree”는 ‘세계문학의 보편성’과 ‘식민지 문학의 특수성’을 지닌 예이츠의 대표시로 주목받으며 수용 주체의 문학 기획에 따라 다른 함의로 호명된다. 조선 문인들의 “The lake isle of innisfree”의 수용과 전유는 당대 이들이 기획했던 문학적 전략과 긴밀하게 연동되어 나타난다. 김억과 김영랑은 세계문학으로서 “The lake isle of innisfree”를 전유하면서 근대시로서 이 시의 특징에 주목한다. 이에 반해 한흑구와 정인섭은 식민지 문학으로서 “The lake isle of innisfree”를 전유 하며 이 시에 내포된 식민지적 정체성에 주목한다

기술의 발전과 네트워크 성능 향상으로 웨어러블 디바이스는 ICT산업의 차세대 성장 동력으로 주목받고 있다. 중국은 웨어러블 디바이스 업계 후발주자이지만 매년 높은 성장률을 보이며 현재 세계 최대 규모로 성장하였다. 이에 본 연구는 FEA모델(Functional, Expressive, Aesthetic)을 적용하여 중국 소비자의 웨어러블 디바이스 채택요인을 확인하고자 한다. 더불어, 웨어러블 디바이스의 채택요인이 제품의 만족, 브랜드 충성도와 브랜드 내 다른 상품에 대한 구매의도에 미치는 영향에 관해 실증적으로 분석한다. 본 연구는 실증적 분석을 위하여 중국 내 소비자 208명을 대상으로 총 5일간 온라인 설문조사를 통해 자료를 수집하였다. 분석 결과, 웨어러블 디바이스의 호환성, 유희적 동기, 하위문화적 매력요인이 채택요인으로 확인되고 웨어러블 디바이스에 대한 만족은 해당 브랜드의 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 웨어러블 디바이스에 대한 중국 소비자의 인식과 평가를 이해하는데 학문적 시사점을 제공하고 나아가 효과적인 커뮤니케이션 전략 수립에 실무적 통찰을 제공한다.

As social media penetrates more deeply into people’s everyday lives, social commerce (a type of commerce that combines SNS features and possibility for commercial transactions) has enjoyed unprecedented growth. Shopping on Facebook is a representative example of social commerce platform that allows consumers to interact with other users, exchange information and purchase products without leaving a Facebook page. Social commerce presents great opportunities for marketers in terms of leveraging social aspects of shopping experience. It also offers a large potential for Korean companies to reach various target markets, as well as establish their presence abroad. Yet, acceptance of social commerce as a legitimate shopping channel has been slow, and consumers are still hesitant to shop via Facebook. This study draws on uses and gratification theory and the concept of perceived risk to examine how different motives for SNS use and the associated types of perceived risks can affect the purchase intention on the platform. Empirical data from 288 young users of Facebook were analyzed. Findings identified two main motives for SNS use: information-related motive and communication-related motive. Information-related motive significantly affected the intention to shop on Facebook, whereas communication- related motive did not have any significant influence. Risks associated with shopping via Facebook included delivery risk, security risk, social risk and economic risk. Overall, consumers perceived a higher level of security and social risk associated with shopping on Facebook. However, only social risk had a significant negative influence on the purchase intention. Awareness and previous experience of buying via social commerce platform positively affected consumers’ purchase intention.

Although milk, which is a representative western food, has a more than 100-year history in Korea, the preference is controversial. This study examined the milk history of Choseon in 1884~1938. This period was divided into 4 periods regarding the westerner’s records and advertisements. Westerners who visited Choseon in 1884~1895 (1st period) recorded the eating habits of Choseon,i.e., no milk consumed, even in insufficient food situation. Among the westerners, medical missionaries began to show or/and recommend condensed milk for sick children. In 1896~1909 (2nd period) newspapers, general shops in Hanseong for westerners showed advertisements of dairy products. In the 1900s, condensed and raw milk were advertised through newspapers. Domestic ranching systems to produce raw milk were established at that time mainly by Japanese. In the 1910s (3rd period), raw milk and condensed milk were advertised in newspapers. Since the mid-1920s (4th period), dairy products were bisected into condensed and powdered (dried) milk. Moreover, many Japanese manufacturers appeared in the advertisement in the 1920s. These results suggest that milk has been recognized as a symbol of an enlightenment food in Korea since the late 1900s, but the old negative wisdom, unfamiliar taste, and high price of milk at that time limited its appeal.

With the development of technology, e-learning has already become popular. According to the National IT Industry Promotion Agency (2016), the total number of e-learning business owners is 1,639, while the market size is 3.4876 trillion won, meaning that it increased by about 1.5 trillion won compared to the market size of 1.9 trillion in 2008. The utilization rate is 58.7%, which is increasing every year. Currently, college students who are actively using e-learning are Net Generation. The Net Generation means a generation that has encountered and has been using digital since birth (Topscott, 2008). As the Net Generation is familiar with the computer, they can use e-learning services without any difficulty. In addition, according to Kim et al. (2014), college students' computer self-efficacy and the score for e-learning acceptance attitude appeared to be significantly higher Unlike the Net Generation that has been familiar with computers and the Internet since birth, the middle-aged and older generation aged between 40 and 50 is the generation to learn about digital media in order to adapt to the changed age (Lee et al., 2012). Although the middle-aged and older generation is not familiar with the use of the Internet and computers, the proportion of using e-learning by the middle-aged and older generation is increasing recently. In the 50s, the e-learning use rate is only 37%, but it is also the generation that growth rate is highest when compared with last year. Among the reasons for not using the e-learning in the middle-aged and older generation, 'interested but not aware of how to use it' was ranked #1 as 26.9% and 24.9%, respectively. In addition, future intentions to use the e-learning by users who do not use it among the middle-aged and older generation between 40 and 50 were 67.4% and 75.2%, respectively, showing that many non-users had intentions to use the e-learning in the future (National IT Industry Promotion Agency, 2016). This shows that the interest and demand for the e-learning in the middle-aged and older generation is high, but those who are in the generation are having difficulty accessing it. As the current middle-aged and older generation who was born in the baby boomer generation is getting closer to retirement, it has a great interest in preparing for old age. Especially in the aging society like now, the 50s are the ages that distinguish between 'ambiguous middle age' and 'extended old age' and that are the time to prepare for life in old age, and the intention of reemployment of the middle-aged and older generation for the preparation of the later years is gradually increasing. In the case of the middle-aged and older generation who is currently looking for re-first because there is not enough old-age income (Kang, 2016). In addition, subsequent re-employment is mainly done in small micro business, skill-related work, and simple labor. Therefore, there is an increasing demand for the preparation for the re-employment as a civil servant who is available to prepare for his/her old age. However, compared to the younger generations in their 20s and 30s, the middle-aged and older students feel a great deal of difficulty in preparing themselves for the civil service examination because they have not studied for a long time, along with technical difficulties. In terms of the quality of Internet e-learning lecture services, it is expected that there will be differences between the younger generation and the middle-aged and older generation due to technical factors and academic factors. Specifically, adult learners are more mature have more diverse needs and expectations, and before anything else, however, they have a sense of responsibility for home and work compared with regular college students. At the same time, they have a clear desire for learning according to specific goals. It has also been found that there are differences in the level of the use of learning strategies depending on the learners' gender, age, and academic background. Therefore, this study has a purpose of comparing the differences in the e-learning acceptance/satisfaction between the middle-aged and older generation and net generation on the basis of technical factors and academic factors by investigating differences in perception and satisfaction with the e-learning and by analyzing the value satisfaction according to age.

Personalised nutrition can contribute significantly to the prevention of non-communicable dietary related diseases by providing dietary suggestions based on individual’s nutritional needs. Adoption of the concept of personalised nutrition by individuals is crucial for the success of personalised nutrition services. However, consumers’ adoption intention of personalised nutrition services is not only the result of cognitive deliberations of benefits and risks, but several studies in other contexts show that affective and contextual factors also play an important role in explaining consumers’ adoption intention. This study therefore examines whether affective factors (i.e., measured by means of ambivalent feelings) and contextual factors (i.e., eating context) increase the understanding of consumers' intentions to use personalized nutrition services. An online survey study was conducted among a total of 996 participants in the Netherlands. The results of a number of estimated fully latent structural regression models show that the intention to use personalized nutrition is not only positively driven by a weighing of benefits and risks (i.e., privacy calculus), which is also established in previous studies, but also negatively by ambivalent feelings. In turn, the results show that ambivalence towards personalized nutrition is predicted by privacy risk and the extent to which someone perceives the eating context as a barrier for personalized nutrition. Taken together, the current study implies that to stimulate the adoption of personalized nutrition services not only benefits and risks of personalized nutrition should be addressed, but also consumers’ ambivalent feelings regarding the concept and contextual factors that may prohibit adoption.

The Youtube mobile app can be seen as the Electronic Word of Mouth (E-Wom) platform since it could spread both in positive of negative review about some products. The Haul video on youtube is one of the most popular content in comparing some fashion items. This research aim is to elaborate the determinant of Information Acceptance on E-wom Youtube Mobile app. Interview and questionnaires were applied on gathering the data. The respondent number on questionnaires survey is 350 participants. The analysis used Multi regression analysis to find relationship among Information acceptance with argument quality, source attractiveness, source credibility and source style. The result said that all independent variable (argument quality, source attractiveness, source credibility and source style) have relationship to Information acceptance.

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

Purpose – This paper holds a purpose to examine the influence of perceived utility, contextual relevance and lifestyle on the acceptance of mobile advertising among millennials in Indonesia (specifically in Bandung). The three factors represent an extension of the general model of mobile advertising which is largely influenced by the Theory of Reasoned Action (TRA). The factors are proposed to extend the model to include factors at individual (receiver), object (message) and contextual levels. Lifestyle, Perceived Utility, and Contextual Relevance are factors at individual, object and context that are posited to influence the acceptance of mobile advertising in this study. Specifically, the current study is aimed at elaborating the role of those factors in influencing the acceptance of mobile advertising among millennials in Bandung, Indonesia. Relevant theories – mobile marketing definition and scope from various literature, Theory of Reasoned Action (TRA), theory of perceived utility, consumers’ utilization of contextual information in mobile advertising, and the influence of lifestyle – as representation of individual factor – on mobile advertising acceptance are the most relevant theories for the current paper. Design/methodology/approach – The research was conducted by devising a new model that includes acceptance of mobile advertising, attitude toward mobile advertising, subjective norm in relation to mobile advertising, perceived utility of mobile advertising, contextual relevance of message and income (as representation of individual lifestyle). The questionnaires distributed to young adults segment within varsity area. The data is then examined and evaluated through structural equation modelling (SEM) which requires analysis on measurement and path model. Findings – The study resulted in several findings, mostly confirming proposed hypotheses in varying degrees. The results conclude that attitude is of great importance in the acceptance of mobile advertising. Subjective norms and contextual relevance are positively related to attitudes — which lead to acceptance, while both perceived utility and income in negative relations to attitude and acceptance consecutively. Research implications and limitations – This study adds up to the growing amount of related research in various countries. Companies making use of the mobile advertising as part of their promotional strategies should always think of the manner and matter by which the advertisements arrive while serving as benefit for marketers and consumers. A good mobile advertising strategy will put more effort into giving useful information that is appropriate to the context and consumer segments it targeted. This research is conducted on respondents from Indonesian consumers, specifically in the area of Bandung, which may not represent the other segments of users of mobile advertising. In addition, the case covers a convenience sample of consumers that may again impact the representativeness of the research findings. Originality/value – This study provides findings on the effects of contingency factors that have been missing in the previous research on the acceptance of mobile advertising. Paper type – Applied research

Marketing and information systems research has a long history of studying the customer’s acceptance and adoption process of new technologies (Venkatesh et al., 2003). These studies are often motivated by the potential of new technologies such as smart home systems to improve our everyday life. To benefit from these technologies, individuals have to accept them in the first place. To better understand the acceptance process, scholars regularly employ various theories in their studies such as technology acceptance model (Davis, 1989), innovation diffusion theory (Rogers 2003), and perceived risk theory (Featherman and Pavlou, 2003). Although each of these theories provides valuable insights, only recently scholars started combining them in larger framework and examining their interrelationships. These studies argue that each theory has the potential to make a unique contribution to understanding of technology acceptance, but the combination of theories leads to novel insights. The purpose of this study is the development of a comprehensive adoption model combining constructs from various theories and testing these theories against each other to provide new insights. The study develops this model in a smart home applications context which is a complex technological system. The study is based on an online survey consisting of 409 participants; the data is analyzed using structural equation modelling.

The purpose of this study is to examine the mediating effect of the organizational trust, acceptance of organizational change on the relationship between job characteristics and organizational commitment. For this study, data were collected from convenient sample of 241 employees at small and medium enterprises in Ulsan city and Gyeongju city. All data collected from the survey were analyzed using with SPSS 18.0 and AMOS 18.0. This study reports findings as followed: 1. The relationship between the job characteristics and the organizational trust is positively related. 2. There was a positive correlation between the job characteristics and the acceptance of organizational change. 3. There was a positive correlation between the job characteristics and the organizational commitment. 4. The relationship between the organizational trust and the acceptance of organizational change is positively related. 5. There was a positive correlation between the organizational trust and the organizational commitment. 6. There was a positive correlation between the acceptance of organizational change and the organizational commitment. Finally, the organizational trust and acceptance of organizational change played as a partial mediator on the relationship between job characteristics and organizational commitment.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision- making processes react to fashion companies’ omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study’s limitations and implications were discussed.

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.