Earticle

E-Health services are seen as promising to healthcare promotion, but low usage by patients limits their effectiveness. The Technology Acceptance Model (TAM) has shown to be explanatory in the adoption of e-Health services. As the use of e-Health for self-management grows, it is important to identify factors influencing perceived ease-of-use (PEOU) and usefulness (PU) to encourage acceptance. However, the selection of external variables in this context lacks a clear pattern. We applied the Heuristic-Systematic Model (HSM) with the aim of further explaining the external variables in TAM especially in the area of e-health, and selected three external variables: information quality, health information literacy, and social influence. Hence, our study combines the Heuristic-Systematic Model (HSM) and TAM to investigate the mechanism and external factors that promote individuals to act for their health benefits. A total of 198 responses were collected among people having completed an online diabetes risk test on the website of the Finnish Diabetes Association. This data was then analyzed using partial least squares structural equation modeling (PLS-SEM). Our study finds that heuristic cues like health information literacy and social influences impact PEOU, while systematic cues, especially information quality, positively influence PU. Also, higher PU is associated with increased intention to use e-Health services and engage in health-promoting actions, highlighting the importance of the systematic path in the e-Health context. Our theoretical contributions are twofold. First, we add to TAM research in the area of e-health by providing an explanation why heuristic cues link to PEOU while systematic cues link to PU. Second, our research is among very few applying HSM to e-health and finds that overall, the systematic path is more influential than the heuristic path. We also provide practical advice for healthcare providers to improve the impact of their e-health initiatives.

크라우드펀딩은 초기 단계 벤처나 스타트업 기업의 자금 조달의 혁신적인 수단으로 널리 알려져 왔다. 하지만, 투자자의 동기와 능력과 같은 투자자 특성이 그들의 정보 처리와 투자의사 결정에 미치는 영향관계는 아직까지 명확하게 알려지지 않았다. 본 연구는 투자자의 개인 특성, 정보 처리 스타일 및 투자 의사 결정 사이의 관계를 알아보기 위한 실증 연구 모델을 제안하고, 이를 검증하는 것을 목표로 한다. 연구 모델의 검증을 위해 Amazon Mechanical Turk 참가자를 대상으로 온라인 설문조사를 수행하였으며, 총 139명의 유효한 데이터를 수집하였다. 그 결과, 투자자의 자기효능감이 휴리스틱 처리에 긍정적인 영향을 미치지만 체계적 정보 처리에는 유의미한 영향을 미치지 않는다는 것을 알 수 있었다. 반면, 투자자의 관여도는 체계적 및 휴리스틱 정보 처리에 모두 긍정적으로 영향을 미치는 것으로 나타났다. 또한 휴리스틱 정보 처리와 지각된 가치는 긍정적으로, 지각된 위험은 부정적으로 각각 투자 의사 결정에 유의미한 영향을 미쳤다. 이러한 결과는 향후 크라우드펀딩 플랫폼의 디자인을 개선하여 투자자의 정보 요구를 더 잘 지원하는 데 기여할 수 있을 것으로 기대한다. 이러한 결과를 토대로 연구의 함의와 향후 연구 범위에 대해 논의하였다.

Even though crowdfunding has become popular as a novel means of raising capital for early-stage ventures and startups through an Internet-based platform, it is unclear how a funder’s characteristics, such as motivation and ability, influence their information processing and pledging decision. This study aims to propose and test a research model for determining the relationships between a funder’s personal attributes, information processing style, and funding intention. To test the research model, we collected data from 139 Amazon Mechanical Turk participants through an online questionnaire survey. The findings indicate that a funder’s self-efficacy has a positive effect on heuristic processing but has no significant effect on systematic processing. By contrast, a funder’s personal relevance positively influences both systematic and heuristic processing. Furthermore, heuristic processing, as well as perceived value and perceived risk, influence pledging intentions positively. Our findings potentially contribute to improving the design of crowdfunding platforms to better support a funder’s information needs. Based on our findings, we discuss the implications of our study as well as the directions for future research.

본 연구의 목적은 정치적 이념성향의 차이에 따른, 선호불일치 정보처리 방식의 차이를 조사하는 것이다. 본 연구는 정치적 이념성향과 인지적 동기의 관계에 관한 연구와 휴리스틱-체계 모델에 기반하여, 진보적인 성향의 개인들은 선호불일치 정보를 보다 체계적으로 처리하고, 보수적인 성향의 개인들은 이 정보를 보다 휴리스틱적으로 처리할 것이라는 가설을 설정하였다. 그리고 이와 같은 진보와 보수의 정보처리 방식의 차이는 두 이념 성향 간의 정보처리 목적의 차이에 기인하는데, 즉, 진보는 정확성 추구 목적이, 보수는 방어 추구 목적이 지배적일 것이라는 예상한다. 이 가설들을 검증하기 위해, 최근 한국에서 진보와 보수가 확연히 다른 입장을 가지고 있는 무상급식에 대한 찬성, 반대 광고물을 사용하여, 실험을 실시하였다. 실험 결과, 대부분의 연구가설들은 지지되었다. 이 결과를 바탕으로, 학문적 그리고 실무적 함의점들을 제시한다.

The objective of this study is to examine how an individual’s political orientation which is an important characteristic of voters interacts with his or her political information processing. In particular, this paper investigates how differences in motivated cognition between conservatives and progressives lead to variations in preference-inconsistent information processing of political advertisements which is negative information about supporting candidates. Based upon the recent findings of political psychology research, this study hypothesizes that progressives process preference-inconsistent information more systematically, whereas conservatives process the information more heuristically. In addition, the differences in the information process arise from the assumption that progressives and conservatives have different goals in information processing. We expect that, in the information processing, accuracy goals are more salient to progressives, whereas defensive goals are more salient to conservatives. This study conducted an experiment employing advertisements that are in favor of and against the free school meal project for which progressives and conservatives have clear opposite views. The results support most of the hypotheses. Then, this study provides the theoretical and managerial implications of the results.

This study investigates the contribution of customer knowledge to customer intention to adopt mobile banking by evaluating the interaction among knowledge, perceived risk and trust, and behavioral intentions. Analysis is conducted through structural equation modelling using SPSS and AMOS and data from 783 customers representing the seven largest banks in Vietnam. Our study is the first one to find the existence of the bidirectional perspective between objective and subjective knowledge. The study further shows that the attenuation effect in the heuristic-systematic model could be used to explain the stronger influence of objective knowledge on intention compered to subjective knowledge. Our findings suggest that customer knowledge, perceived risk and trust impact the intention of mobile banking users in different manners and to different degrees. Particularly, objective customer knowledge is the most influential predictor of mobile banking adoption. Having a greater understanding of these relationships can help firms in deciding the kind of intervention that is most likely to convince customers to adopt a service.

As the growth of online travel agencies (hereafter OTAs) accelerates, competition among hotels to gain exposure on the first page of OTA websites, and the financial burden, such as commissions hotels have to pay in return, are increasing. Therefore, to facilitate successful management in the tourism industry, it is important to establish what makes people continue the practice of using OTAs to book rooms in hotels and other accommodation outlets. By adopting the heuristic-systematic model (HSM), this study explores the factors that drive consumers’ continued use of OTA and classifies them into heuristic cues (brand awareness, cost saving, and scarcity message) and systematic cues (recommendation quality and the ability to provide reputation). Furthermore, we divided the sample based on the location of hotels within and outside Korea, and investigated the different roles of the cues between two models. The results are expected to provide theoretical and practical implications for both OTAs and hotels.

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic a nd systematic c ues composing an online review i nfluencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

Purpose Due to the Covic-19 pandemic, the perceived value of video conferencing platforms has been increased drastically. However, there is little guidance on how service providers can improve video conferencing platforms. The purpose of this study is to investigate the factors that influence the users’ perceived value of video conferencing services based on the heuristic-systematic model and the value-based adoption model. Design/Methodology/Approach In this paper, we theoretically explore the relationship of the antecedents of perceived value(credibility, expertise, attractiveness, economic feasibility, security, and interactivity) and its outcomes (perceived usefulness, perceived risk and perceived value). The outcomes of this research is a conceptualization of antecedents of perceived value supported by research hypothesis based on the existing literature. A total of 100 valid questionnaires were collected to empirically test the research model. Findings The analysis results showed that credibility, economic feasibility, and interactivity positively influenced perceived usefulness. On the other hand, credibility, professionalism and interactivity negatively influenced perceived risk. Perceived usefulness positively affects perceived value and perceived risk has a negative effect on perceived value. The brand image as a moderating variable was found to decrease the effect of perceived risk on perceived value. Research Implications The contribution of this study is significant for video conferencing providers as follows. First, a service provider can actively utilize influencers or referees with high credibility and expertise to maximize the perceived usefulness of users. Second, economic feasibility should be ensured in respect of users through various alliance discount strategies. Third, a video conferencing service company needs to build a positive brand image in order to increase users’ perceived value.

호텔기업의 입장에서 고객들이 만족하여 재방문하게 함으로써 지속적인 관계를 유지하며 관계마케팅의 수단으로 고객만족을 주는 요인에 대한 지속적인 연구가 필요하다. 본 연구는 호텔을 이용할 때 언어적 커뮤니케이션 요인과 비언어적 커뮤니케이션 요인이 고객만족에 영향을 주며 만족을 느끼는 고객이 재방문 의도를 가지는가를 알아보기 위한 연구이다. 언어적 커뮤니케이션은 체계적 정보처리와 성격이 유사하며 비언어적 커뮤니케이션은 휴리스틱 정보처리의 방식과 유사하여 본 연구에서는 휴리스틱 체계적 모델(Heuristic Systematic Model)을 적용하여 연구를 진행하였다. 실증 연구를 위해 총 301부의 표본을 바탕으로 SPSS 25,0, AMOS 26.0을 이용하여 연구의 타당성과 신뢰성, 적합도 등을 파악하여 총 7개의 가설검증을 진행하였다. 본 연구의 결과는 다음과 같다. 첫째, 호텔 이용객이 지각한 언어적 커뮤니케이션의 온라인리뷰는 고객만족에 영향을 미치지 않는 것으로 나타났다. 둘째, 언어적 커뮤니케이션의 신뢰성, 대응성은 고객만족에 정(+)의영향을 미치는 것으로 나타났다. 셋째, 비언어적 커뮤니케이션의 신체언어, 외양언어는 고객만족에 영향을 미치지 않는 것으로 나타났다. 넷째, 비언어적커뮤니케이션의 공간언어는 고객만족에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 고객만족은 재방문의도에 정(+)의 영향을 미치는 것으로 나타났다. 연구에서 토출된 결과를 토대로 이론적, 실무적 시사점을 각각 제시하였으며 연구의 한계점을 제시하여 향후 연구가 진행될 수 있다.

From the perspective of hotel companies, research is needed on factors that maintain a continuous relationship by allowing customers to revisit with satisfaction and to provide customer satisfaction as a means of relationship marketing. This study investigated whether linguistic and non-verbal communication factors affected customer satisfaction when using a hotel and whether customers who felt satisfied intended to revisit. Language communication is similar in nature to systematic information processing, and non-verbal communication is similar to heuristic information processing methods, so in this work, we applied the heuristic-systematic model (HSM). For empirical research, a total of seven hypotheses tests were carried out using SPSS 25.0, and AMOS 26.0 based on a total of 301 samples to determine the feasibility, reliability, and suitability of the study. The results of this study are as follows. First, online reviews of verbal communication perceived by hotel users did not affect customer satisfaction. Second, the reliability and responsiveness of linguistic communication had a positive effect on customer satisfaction. Third, body language and appearance language of non-verbal communication had no effect on customer satisfaction. Fourth, spatial language of non-verbal communication had a positive effect on customer satisfaction. Fifth, customer satisfaction had a positive effect on the intention to revisit. Based on the results, theoretical and practical implications are presented, respectively.

본 연구는 온라인 정책 기사의 베스트 댓글 방향성과 베스트 댓글의 사회적 승인의 강도에 따라 정책과 정책 기사에 대한 이용자 태도의 차이가 발생하는지 살펴보았다. 특히 기존 댓글 연구에서 활발히 활용되지 않은 휴리스틱-체계적 모델(HSM)을 적용함으로써, 베스트 댓글의 속성(방향성, 사회적 승인 강도)이 온라인 뉴스 이용자의 정보처리 과정에서 어떤 경로를 통해 처리되는지 알아보았다. 만 19∼34세 청년 350명을 대상으로 진행된 온라인 실험에서 관여도(지역)에 따라 분류된 집단에 4개의 실험 조작물이 무선 할당됐다. 조건에 부합하는 195명의 응답을 대상으로 이원분산분석을 진행한 결과, 고관여 집단의 경우 정책과 정책 기사에 대한 태도에서 댓글 방향성의 주효과가 발견되었으며, 사회적 승인 강도의 주효과는 발견되지 않았다. 이를 통해 고관여 상황에서 휴리스틱 속성(사회적 승인 강도)이 체계적 속성(방향성)보다 태도에 더 큰 영향을 미치지 않는다는 것을 확인했다. 저관여 집단의 경우 정책에 대한 태도에 대하여 댓글 방향성뿐만 아니라, 사회적 승인 강도의 주효과도 발견되지 않았으나, 정책 기사에 대한 태도에 있어서 방향성의 주효과는 유의미했다. 즉, 저관여 정책에 대한 정보처리 과정에서 댓글의 사회적 승인 강도의 영향력은 방향성보다 크지 않고, 사회적 승인 강도가 휴리스틱 단서로 활용되지 않음을 확인했으며, 오히려 방향성이 사회적 단서로 활용될 수 있음을 발견했다.

This experimental research explored whether the direction of best comments in online policy articles and the intensity of best comments resulted in differences in user attitudes toward policies and policy articles. In particular, by applying a heuristic-systematic model (HSM) that was not often used in comment studies, this research explored how the attributes (direction, social approval strength) of best comments are handled in the process of information processing by online news users. Based on prior research, the study adopted the degree of involvement in the situation (high/low), the direction of best comments(positive/negative), and the social approval strength (weak/strong) of best comments as independent variables, the attitude toward policy and the attitude toward policy articles were set as dependent variables and the pre-attitude toward policy was controlled. An online experiment was conducted on adults aged 19 to 34 (N = 350), and four experimental manipulations were randomly assigned to groups classified as primary according to their level of involvement. As a result of two-way ANOVA, the main effect of the direction of comments was found in the attitude toward policy and policy articles, and the main effect of social approval strength was not found. This confirmed that the heuristic attribute (social approval strength) does not have a greater effect on attitudes than the systematic attribute (direction) in high-involved situations. In the case of low-involved groups, not only the direction of comments but also the main effect of social approval strength on attitudes toward policy was not found, but the main effect of the direction on the attitude toward the policy article was significant. In other words, in the process of information processing for low-involved policies, it was confirmed that the influence of the social approval strength of comments was not greater than the direction, and the social approval strength was not used as a heuristic clue.

전자상거래 시장의 급성장과 디지털 전환 속에서 쇼핑 AI 에이전트는 기존의 추천 시스템과 챗봇의 한계를 보완하며 개인화된 제품 추천 및 구매 의사결정을 돕는 자율적인 디지털 어시스턴트로 부상하였다. 그러나 이처럼 정서적 교감과 기능적 효용을 동시에 제공하는 융합적 기술임에도 불구하고, 기존 연구들은 기술 수용 모델 등 인지적 요인에 치우쳐 소비자의 정서적 반응과 다차원적 신뢰의 복합적 작용 메커니즘을 통합적으로 설명하지 못하는 한계를 안고 있다. 이에 본 연구는 휴리스틱-시스템적 처리 모형(HSM)을 이론적 기반으로 삼아, 쇼핑 AI 에이전트의 정서적 특성(사회적 실재감, 지각된 공감성)과 인지적 특성(개인화, 지각된 용이성)이 각각 인지적 신뢰와 정서적 신뢰를 매개하여 최종적으로 지속 이용 의도에 미치는 이중 경로의 영향을 실증적으로 규명하고자 하였다. 온라인 쇼핑 AI 에이전트 사용 경험자 246명을 대상으로 설문 데이터를 수집하고 구조방정식모형(SEM)을 활용하여 분석을 실시하였다. 분석 결과, 정서적 특성은 정서적 신뢰에, 인지적 특성 중 개인화는 인지적 신뢰에 유의한 정(+)의 영향을 미쳤다. 특히, 정서적 신뢰와 인지적 신뢰는 모두 지속 이용 의도에 긍정적인 영향을 미쳤으며, 정서적 신뢰가 인지적 신뢰로 전이되는 경로가 유의하게 확인되어 신뢰 형성의 상호보완적 메커니즘을 입증하였다. 이러한 결과는 쇼핑 AI 에이전트의 성공적인 수용이 단순한 기능적 정확성(시스템적 처리)을 넘어, 사회적 실재감과 공감성 같은 정서적 단서(휴리스틱 처리)를 통한 정서적 관계 형성을 핵심으로 한다는 점을 시사한다. 본 연구는 인지적-정서적 이중 경로를 제시함으로써 AI 에이전트 연구의 이론적 기반을 확장하고, 기업에게는 정서적 신뢰를 선행 구축하여 인지적 신뢰와 장기적인 고객 충성도를 제고할 수 있는 실무적 전략 방향을 제공한다. 특히 이러한 신뢰 기반 활용 방식은 인력과 자원이 제한된 스타트업에게 비용 효율적인 고객 유지 전략으로 기능할 수 있다.

Amidst the rapid growth of the e-commerce market and accelerating digital transformation, the Shopping AI Agent has emerged as an autonomous digital assistant that compensates for the limitations of existing recommendation systems and chatbots, aiding in personalized product recommendation and purchase decision-making. Despite being a convergent technology that simultaneously offers emotional engagement and functional utility, existing research predominantly focuses on cognitive factors, such as those in technology acceptance models. This approach fails to comprehensively explain the complex interplay between consumers' emotional responses and the multi-dimensional mechanism of trust formation. Therefore, this study utilizes the Heuristic-Systematic Model(HSM) as its theoretical foundation to empirically investigate the dual-route impact of a Shopping AI Agent's emotional characteristics(Social Presence, Perceived Empathy) and cognitive characteristics(Personalization, Perceived Ease of Use) on the continuance usage intention, mediated by Emotional Trust and Cognitive Trust, respectively. Survey data was collected from 246 users with experience using online shopping AI agents and analyzed using Structural Equation Modeling(SEM). The analysis results showed that emotional characteristics had a significant positive effect on Emotional Trust, and among cognitive characteristics, personalization significantly and positively influenced Cognitive Trust. Notably, both Emotional Trust and Cognitive Trust positively influenced the continuance usage intention. Furthermore, a significant path was confirmed where Emotional Trust transfers to Cognitive Trust, proving a complementary mechanism in trust formation. These findings suggest that the successful adoption of Shopping AI Agents relies not merely on functional accuracy(systematic processing) but crucially on the formation of an emotional relationship through emotional cues like social presence and empathy(heuristic processing). This research expands the theoretical basis of AI agent studies by proposing a cognitive-emotional dual route. For businesses, it provides a practical strategic direction to first build emotional trust to enhance cognitive trust and long-term customer loyalty. Particularly, this trust-based utilization strategy can function as a cost-effective customer retention approach for startups with limited manpower and resources.

후쿠시마 원전사고 발생과 이로 인한 지각된 위험의 증가는 한국민의 태도변화를 유도 하였으며, 이는 원자력관련 정책에 대한 새로운 변화를 요구하고 있다. 이와 같은 후쿠 시마 원전사고에 대한 위험판단의 중요성에도 불구하고 어떤 과정과 변수를 통해 위험 판단이 이루어지는지에 대한 실증분석이 부족하였다. 이와 같은 문제의식을 바탕으로 본 연구는 설득 및 태도변화에 대한 이론적 모형인 HSM(Heuristic-Systematic Model)을 이용하여 후쿠시마 원전 사고 이후 원전에 대한 한국민의 위험판단 과정(메시지 등→체 계적, 휴리스틱 처리→위험지각)에서 판단의 핵심인 수신자의 관여와 능력의 조절기능에 대한 분석을 실시하였다. 분석결과를 보면 첫째, ‘메시지 등→체계적, 휴리스틱 처리’ 과정에서 관여만이 조절효과 가 발생하였다. 생생의 효과는 관여가 높을 때, 정확성의 효과는 관여가 낮을 때 휴리스 틱 처리를 유도하였다. 둘째, ‘체계적, 휴리스틱 처리→위험지각’에서 관여와 능력이 높은 경우 체계적 처리에서 더 높게 위험을 지각하였다.

Fukushima nuclear accidents changed Koreans’attitude toward nuclear energy by increasing the risk perception about it. Moreover, such changes are bringing out the turn in energy policy. However, there were very few studies which examine the risk jugdement process. Under this context, our study analyzed the risk judgement process based on HSM (Heuristic-Systematic Information-processing Model). In particular, we focused on receiver’s involvement and ability which might intervene the risk jugdement process. The anslysis shows first, only involvement intervene the process between antecedents and systematic/heuristic process. In case of heuristic process, the vividness’s effect occurred only in case of high involvement and exactness did in low involvement. Second, between systematic/ heuristic process and risk perception, the involvement and ability increased the risk perception in case of systemic processing.

The recent advances of smart devices such as smartphones and tablet PCs have allowed people to access to news content in real time. Today’s news readers are consuming news content more through various online channels, such as social media platforms and web portals, than traditional newspapers or TV broadcasts. However, this changing trend of online news consumption has made people (news consumers) accustomed to the free use of news content, and thus, online new providers are having difficulty in monetizing. The PWYW (Pay-What-You-Want) payment model, which allows readers to choose payment and its amount for their favorite article, has been introduced as an alternative profit model. Therefore, in this study, for a successful settlement of the PWYW model, we examined the comparative importance of heuristic-systematic attributes affecting news content readers’ voluntary payment. The comparative importance of attributes was assessed based on the result of a conjoint analysis with 314 news articles collected from a domestic online news content provider (i.e., Ohmynews.com) in which the PWYW payment model had been successfully adopted. Results show that ‘Share Articles’, ‘Article Length’, and ‘Article Readability’ are found to be important attributes among others. Overall, heuristic attributes are considered more important than systematic attributes.