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title page
Abstract
Contents
Part I. Mobile Internet Acceptance In Korea 19
I. Introduction 23
II. The Characteristics of the Korean mobile Internet industry 26
III. Literature review and Hypotheses 30
IV. The Research Methodology 41
4.1. Subjects 41
4.2. Measurement 42
V. Result 44
5.1. Reliability and validity of measurement model 44
5.2. Hypotheses testing and Discussion of results 46
VI. Conclusion 51
Korean Abstract - Part I 54
References 57
Appendix 61
Part II. Do Portals need Virtual Communities? 65
I. Introduction 69
II. Conceptual Background and Research Question 70
III. Research Methodology 78
3.1. Samples and Data Collection 78
3.2. Measures 80
IV. Model fit and Result 84
4.1. Reliability and Validity of Measurement Model 84
4.2. Evaluation of Model Fit 87
4.3. Result 87
V. Conclusion and Implication 89
VI. Limitation and Further Research Issues 94
Korean Abstract - Part II 95
References 100
Part III. The effect of justice perception, politics perception, perceived organizational support on organizational citizenship behavior 105
I. Introduction 109
II. Theoretical Background and Research Question 114
III. Research Methodology 127
3.1. Sampling Process 127
3.2. Measures 129
IV. Results 134
4.1. Measurement Model 134
4.2. Structural model analysis and Hypotheses testing 139
V. Conclusion and Implication 144
VI. Limitation and Further Research Issues 150
Korean Abstract - Part III 152
Reference 158
Acknowledgements 168
Tables-Part I 17
Table 1. Selected demographic attributes of the respondents 42
Table 2. Scale reliability and Exploratory factor analysis 46
Table 3. Results of hypotheses test based on stepwise regression analyses 50
Tables-Part II 17
Table 1. Selected demographic attributes of respondents 79
Table 2. Description of items 82
Table 3. Scale reliability and Exploratory factor analysis 86
Table 4. Overall model fit 87
Tables-Part III 18
Table 1. Selected demographic attributes of the respondents 129
Table 2. Means, standard deviation, factor loading and reliability of items 137
Table 3. Composite reliability and variance-extracted 138
Table 4. Test of alternate measurement model 138
Table 5. Means, standard deviations, and correlations among variables 139
Table 6. Results of model comparison 141
Figures-Part I 16
Figure 1. Mobile Subscriber and M-Internet Subscriber in Korea 28
Figure 2. Total revenue produced by M-Internet 29
Figure 3. Research model for Mobile Internet acceptance 40
Figures-Part II 16
Figure 1. The outcome of the model 88
Figures-Part III 16
Figure 1. Results of the original model 140
초록보기 더보기
Customer and employees are two most critical categories of individuals to most organizations. Customers are the ones that purchase the goods and services that the organizations produce. Employees are the ones who produce and sell the goods/services, and serve the customers. They participate in a series of procedures necessary to fulfill the demand of customers.
Customers create the demand and organizations grow by fulfilling the demand. Organizations fail to meet the demand of customers without the help of employees. And when organizations fail to meet the demand of customers, they fail to survive.
Successful operation of organization depends not only on understanding the customers, but also on understanding employees. In this regards, this study deals with the issues related to the attitude and behaviors of both customers and employees. This dissertation is comprised of three essays. First two essays are related to understanding the demand of customers and their behaviors. The last essay is related to the behavior of employees. Exploring the dynamic process of decision-making of two most important individual groups (eg., customers and employees) to organizations, we expect to deliver meaningful implications to researchers as well as to corporate managers.
The first essay examines the human motivations underlying individual behavioral intention to use M-Internet in Korea. With the rapid increase of the Internet usage, the growing penetration of wireless devices, wireless technology shifts the world of wired Internet to the wireless mobile Internet (M-Internet). M-Internet is expected to deliver great business opportunities to market participants. The key factor of the success is dependent on understanding the concerns of customers and identifying the determinants that leads to individuals' behavioral intention to adopt M-Internet. Adopting TAM (Technology Acceptance Model) as the base model, we developed more comprehensive version of TAM to better reflect the M-Internet context.
The model employed perceived playfulness, contents quality, system quality, Internet experience, and perceived price level, in addition to the conventional TAM constructs, perceived usefulness and easy of use. Throughout the study, we found that attitude toward M-Internet is the most noteworthy factor in understanding the behavioral intention to use M-Internet. In addition, we identified the significant positive role of the perceived playfulness and the negative role of perceived price level in developing the attitude toward M-Internet as well as the intention to use M-Internet. Moreover, we also found positive causal relationship of "perceived contents quality - perceived usefulness", "perceived system quality perceived usefulness" and "Internet experience perceived easy of use". We expect the outcome of the study help managers to better implement the strategic ramification in promoting M-Internet.
In the second essay, we investigate whether or not the virtual community service contributes to the revenue generation of commercialized portals, and examined how the behavior of virtual community members is influenced and developed by the support of portals on virtual community. Indeed, many leading portals in Korea offer virtual community services as a way to realize revenue potential through community members. However, the effectiveness of such services has been a topic of debate. By adopting a socio-technical approach, the present study investigates the leading portals in Korea, and explores the role of social and system factors in developing community members' attitudes and behaviors toward the portals.
Throughout the study, we also discovered the significant role virtual community services play in developing community member loyalty to the portal and in contributing to the realization of revenue potential, though they have different influences depending on the type of revenue source. The outcome delivers strategically interesting implications to portal operators, helping them to develop different marketing approaches based on a clearer understanding of the dynamics of virtual community and the characteristics of revenue sources.
The last essay deals with the issues related to organizational behavior and explores the relationships among justice perceptions, politics perception, POS (Perceived Organizational Support), and OCB (Organizational Citizenship Behavior). The study contributes to organizational behavioral studies in a number of ways.
First, the outcome of the study serves to further our understanding of how distributive justice, procedural justice, and politics perception are related to each other and how these variables are associated with two different traits of OCBs. The study showed that the employees in Korea, like most other countries, consider both procedural and distributive justice important. However, the stronger influence of procedural justice on politics perception and POS explains that paying more attention to fairness in treatment and procedures may result in substantial pay-offs in developing better organizational climate and higher employee loyalty toward the organization.
In addition, the significant relationship between procedural justices and distributive justice supported the argument that when individuals perceive the procedures of decision-making and evaluation fair, they are also likely to perceive the outcomes fair too, not paying much attention to the actual distribution (Brashear et al., 2005). The empirical evidence also indicated that employees reciprocate the organization's favorable treatment by engaging more in behaviors that directly benefit the organization than incorporating and helping organizational members.
Overall, the study supported the findings of previous studies, though there are some differences in terms of the extent to which the impact of predictors has on its outcomes. This indicates that the findings in other studies, mostly carried out for the employees in U.S., are also applicable for the employees in other countries with different cultural background. However, the different impacts on outcomes provide new insight into how cultural differences may alter the effects that organizational practices have on employees with different cultural background. Thanks to the technological development, international operation in business has become prominent. Hence, understanding how the similarities and differences in culture influence the attitude and behavior of employees may help organizations to develop proper strategy and to better implement strategic ramification.
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