본 연구는 중국 C2C 중고거래 플랫폼의 사용자 연구대상으 로 정보기술 수용과 사용 태도에 대해 설명력이 높다고 인정받 고 있는 기술수용모델(TAM)을 토대로 핵심 변수 외 다양화된 정보시스템 환경을 반영하는 변수로 주목받고 있는 지각된 유 희성을 추가 변수로 지정하였다. 본 연구는 가설을 검증하기 위해 중국 C2C 중고거래 플랫폼에 대한 경험 있는 사용자들을 대상으로 조사를 실시하였다. 총 400부의 설문지를 배포하였으 며 회수된 설문지를 선별하여 총 362부 유효 설문지가 선출되 었다. 또한, C2C 중고거래 플랫폼 특성 변인인 정보 대칭성을 규명하고, 이를 바탕으로 정보의 이용 가치를 높이고 활성하기 위한 전략 방향에 시사점을 제시하는 데 그 목적을 둔다. 그리 고 마케팅 연구의 학문적 발전에 기여하고 기업에는 중고 플랫 폼을 활용한 마케팅 전략 수립 시 실무적인 도움을 제공할 수 있을 것으로 기대한다.

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

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.

This research examines how advertising message effectiveness differs depending on media types that provide fashion information among teenagers. Employing cloth consumption value and ‘fitness’ of fashion style, young people’s attitudes toward advertising and brand of fashion product were analyzed. Theoretical contribution and practical implication for fashion industry are discussed. Introduction Teenagers are an important consumer group in the clothing market, and the market size is expanding. They are more likely to absorb new information and respond to social influences, compared to other age groups. Thus, it is expected that teenagers are greatly influenced by the fashion information gained when making a purchase decision. In adolescence, the peer group is especially influential, as well as the media. Therefore, it is possible that their use of information source will differ from other groups. The most popular medium for Korean teenagers in recent years is social media. A Social Network Service (SNS) is a web-based service that allows individuals to build social relationships, providing a place for users to exchange information and opinions by providing a platform for communication (Boyd & Ellison, 2007). As development of mobile Internet technology, smart phone or tablet PC is commonly used in Korea and SNS becomes vital way for communication for young people. Most of teenagers are using SNS daily and exchanging their opinion each other. Recently, it attracts increasing attention for marketers to deliver advertising messages as a new marketing tool. Fashion companies widely employ SNS in their marketing activities to enhance brand images, retain customers (Cho & Park, 2012). SNS serves as a platform for “many-to-many” interactive communication, unlike traditional mass media for ‘one-to-many’ communication. Unlike traditional media, SNS has a wider influence on participants. Therefore, exactly the same message could be differently functioned by the advertising delivering system. This study seeks to look at how message effectiveness differs depending on the type of media that provides fashion information. As mentioned earlier, social media has distinct characteristics from the traditional mass media. Thus, even when it is the same advertising information, its impact on the consumer can vary when transmitted through the mass media and through social media. In addition, social media is a collection of various social platforms that share specific properties rather than a single media. Thus, depending on the type of social media, the same ad information can also be expected to elicit differing responses from consumers. In this study, female youth were studied as subjects of research. The survey method was utilized. This will allow us to explore the impact of various media on female youth's response on fashion advertisement. Understanding the sources of information important in youth will help develop effective clothing products marketing. The use of clothing sources varies depending on the group. Therefore, each vendor is expected to establish effective marketing methods through research on the use of the clothing information sources of the target audience. Theoretical Background Type of Media In this study, type of advertising media was mainly categorized as follows: Social Network Service (SNS) and mass media. More specifically, SNS was reassigned into three by characteristics of service such as network-type, share-type, and blog-type (Chung & Lee, 2015). Overall, four types of media were analyzed in this study and each service was represented by Facebook, Instagram, Twitter, and magazine ad in the order named. Social Desirability and SNS Along the development of Internet based technology (IT), ways of advertising placement became diverse and moved focus on IT based service including SNS. Especially for young people, fashion industries are willing to catch their eyes on SNS. By the nature, young SNS users are eager to search, blog, and share what they have earned on SNS for various reasons. Sharing fashion information is very important for young female. Their expressions on SNS mean what they are; what I eat, wear and so on. A fellow feeling, so called ‘we-ness’, is extremely essential for Korean young people. Looking alike does not only share collectivistic spirits, but also makes feel not fall behind the trendy style. Using SNS is one of the best ways of confirming their fellow feeling and at the same time it reduces peer pressure. From the domain of fashion marketing, research on communication had been mostly focused on mass media, and research on SNS communication, sharing of consumption information among consumers had been insufficient (Jun & Park, 2013). Fashion companies are recently trying to utilize SNS as a new alternative to have efficient effects with little costs. The SNS communication effect plays a large role in the consumption of consumers and analyzes the influence of SNS on the responses of the customers. SNS has the characteristic in which recommendations of friends or reliable acquaintances based on trust are important (Jung & Cho, 2016). Fashion Information Source and Clothing Consumption Value Consumers’ choice of clothing is based on the information gained. Information provided by the media or other people's clothing is the main source of decision making. In this case, the media and the surrounding people will become sources of desirable fashion style. Earlier, Cox(1967) classified the type of information sources as marketer-driven sources, consumer-driven sources, and neutral sources. Several scholars classified information sources as personal and non-personal sources, and direct observations and experiences (Andreasen 1968, Sproles 1979). Park and Yoo(2000) classified consumers according to fashion lifestyles and analyzed the sources of information that each group utilized. Each group tended to use different types of fashion information sources. Fashion-following group and personality-oriented group utilized more media and personal information, such as print media and television, compared to pragmatism group and conformity group. Personality-oriented group tends to use more direct observation than other groups. Conformity group showed the least use of mass media, purchase experience, observation, and interpersonal information source. This result shows that the types and degree of information used varies depending on the consumer’s fashion lifestyle. Research has found that clothing consumption value is one of the major variables which affect consumer’s use of information source. Among several classifications of consumption values, Sheth’s model is the most utilized model in Korea fashion academia (Han and Kim, 2002). Sheth et al. (1991) classified consumption values into functional value, social value, emotional value, epistemic values, and conditional value. Han and Kim (2002) classified consumer groups into 4 groups utilizing Sheth’s classification: the Conspicuous, the Epistemic, the Social/Conformitive, and the Indifferent. There were significant different among the four groups in information search process. The Conspicuous and the Epistemic more tend to search carefully the clothes inside the store or in the show window than other groups. The two group members answered that they make a decision based on my own tastes than the other groups. Research Questions and Hypotheses Based on the earlier discussion, we propose following research question and hypotheses. Research Question 1: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their consumption value of clothing? Hypothesis 1-1: Consumers in different consumption values groups will show different response to the same advertising message delivered through different channels. Specifically, social conformity group are more likely to show positive attitude toward advertising and brand presented on network-type SNS than advertising and brand presented on other platforms. Hypothesis 1-2: The Expressive is more likely to show positive attitude toward advertising and brand presented on magazine than other groups are. Research Question 2: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their age group? Hypotheses 2-1: Young women will have better responses to SNS-based ads than magazine ads to older women. Research Question 3: Would advertising message’s effect on young people’s attitudes toward advertising and brand of fashion product be different, depending on their perception of ‘fitness’ of their desired fashion style? Hypotheses 3-1: When they perceive the presented style on the ad does not fit to their desired fashion style, network-type SNS is more likely to get positive attitude from the social conformity group than from the other groups. Methodology This present study aims to investigate the effects of advertising message by operating delivering system on consumers’ attitude toward fashion advertising and purchase intentions. This research employed a 4 (consumption value of clothing: expressive, practical, unique, social/conformity) X 4 (Advertising media type: network-type SNS, share-type SNS, blog-type SNS, and magazine) X 2 (fashion style fitness: fit/not fit) between subjects factorial design. The survey was conducted on 200 more young females, aged 16 to 24. Main Discussion Points This study aims to investigate how a fashion product ad works depending on the type of media on which the fashion advertising presents. To do this, authors will compare the advertising effectiveness among magazine ad, Facebook (Network type SNS), Instagram (Share type SNS), and Twitter(blog type SNS). First of all, we are going to examine how each advertising medium works depending on consumer’s consumption values, their age, and the perception of fitness of their desired fashion style. Based on the results, the theoretical contribution and practical implication will be discussed. This discussion will provide us deeper understanding on how fashion industry utilizes advertising media when female youth is a major target group

The expertise, trustworthiness and attractiveness of the information source all positively influence information recipients’ eWOM (Electronic Word-of-Mouth), acceptance of CSR messages, as well as their attitudes to the company.

개발도상국에 있어서 온라인 구매와 같은 B2C 전자상거래의 확산은 선진국에 비해 느리게 이루어지고 있다. 본 연구에서는 전자상거래에 대한 개발도상국의 정보기술 수용에 영향을 미치는 요인들을 실증적으로 분석하기 위하여, TAM 기반의 연구모형을 제시하고 그 가설들을 표본 데이터를 사용하여 검증하였다. 연구 결과, 명성이나 경험과 같은 선행 요인들은 선진국의 경우와 다른 양태로 기술 수용에 영향을 미친다는 점을 알 수 있었다. 이러한 연구 결과는 개발도상국

This study aims to understand the determinant of the employee’s intention to use information system within the framework of the Technology Acceptance Model (TAM) and Information System Success Model (ISSM). This paper also aims to examine the influence of ISSM dimension on the perceived usefulness and the perceived ease of use. The research respondents were 248 employees of Universitas Negeri Semarang (UNNES) who are users of the Financial Information System (SIKEU). Data was obtained using a questionnaire that was distributed online via Google form. The data analysis method used is Structural Equation Model (SEM) analysis using the Warp-PLS software. The results showed that the dimensions of TAM (perceived ease of use and perceived usefulness) had a positive and significant influence on the employee’s intention to use SIKEU. The ISSM dimension (system quality and information quality) also had a significant influence, although other ISSM dimensions (service quality) had not been proven to have a significant influence on the employee’s intention to use SIKEU. Moreover, the results showed that the employee’s intention to use is a determinant of SIKEU’s actual usage. Perceived ease of use was significantly determined by system quality, information quality, and service quality. In addition, the perceived usefulness was significantly determined by system quality and information quality.

본 연구는 ICT관련 연구직 직장인에게 수용행동 향상과 심리적 안녕감 향상 그에 따른 직무스트레스 감소를 목적으로 수용전념치료 기반 의 원예치료 프로그램을 실시하여 그 효과성을 알아보았다. 연구대상자 는 경기도 김포시에 ICT업계 종사자들로써 ㅇㅇ기업 기술 연구소 에 근무중인 현직 연구원들을 대상으로 실시하였다. 대조군과 실험군은 무작위로 구분하여 15명씩 총 30명으로 구성하였다. 연구기간은 2016년 5월부터 9월까지 주 1회, 회기당 90분, 총 12 회기를 실시하였다. ACT 기반 원예치료 프로그램은 ACT이론 삼각 모형의 6단계에 맞추어 프로그램을 구성하였다. 원예활동은 현재 나의 관찰을 도와주는 플라워 박스, 감각 속에 나의 시간 느끼는 꽃병 꽃꽂이, 인지적 융합 이해를 위한 장미 곱슬 버들 리스, 수용을 촉진하는 포프리 상자, 나의 가치를 표현하는 핸드 타이드 꽃다발, 자신의 현재 감성을 표현한 잔 디 인형 만들기를 하였다. 매회기 원예 활동 후에는 토론을 통하여 ACT 이론을 자연스럽게 복습하도록 하였 다. 평가도구는 심리적 안녕감 측정 도구(PWBS)와 수용행동 측정도구 (AAQ) 그리고 한국인직무스트레스 측정도구(KOSS) 세가지를 사용 하였다. 자료의 통계분석은 SPSS 22.0 을 이용하여 실시 전 대조군과 실험군의 동질성과 실시후의 효과성은 독립 t-검정을 사용하였으며, 그룹내의 사전 사후 변화 비 교는 대응 t-검정을 사용하였다. 그리고 원예치료 실시 후 투자수익률(ROI)기법 을 이용하여 원예치료 프로 그램의 경제적 효과성을 알아 보았다. 프로그램실시 후 AAQ 검사의 하위요인인, 기꺼이 경험 하기, 행동 2개 모두에서 매우 유의한 향상을 보였다. 그리고 PWBS 검사 결과에 따르면 하위요인 6개 중에서 자율성, 환경에 대한 통제력, 삶의 목적 긍정적 대인관계에서 매우 유의한 향상을 보였으며, 반면 개인 적 성장 자아수용 2개에서는 유의성이 나타나지 않았다. 또한 KOSS검사에서는 8개의 하위요인 중 직무요구, 직무자율성결여, 관계 갈등, 직무불안정, 조직체계에서는 유의하게 감소한 반면 물리환경, 보상부적절, 직장문화 에서는 유의성이 나타나지 않았다. 이는 스트레스 상 황을 단순하게 인내하거나 부정적인 상황을 회피하고 변화시키는 것이 아니라 스트레스원 그 자체를 그대로 경험하고 수용할 것을 강조하 는 수용전념 치료의 맥락을 원예활동으로 전환하여 체험과 토론을 통하여 AAQ와 PWBS의 향상으로 직무스트레스 감소를 보인 것으로 판단된다. 마지막으로 투자수익율 (ROI) 분석을 통하여 원예치료 프로그램의 경제적 효과성을 알아본 결과 투자대비 109%라는 수익률이 산출되어 경제적으로도 좋은 효과가 있는 것으로 나타났다. 따라서, ACT 기반의 원예치료 프로그램 은 연구직 직장인의 직무 스트레스를 감소시키는데 짧은 시간 내에 즐거움과 동시에 치료적 효과를 누릴 수 있는 효과적인 방법 이라고 판단된다.