Myeong Cheol Park

This study investigates the relevant predictors of customer satisfaction and customer loyalty, and explores the group difference by innovativeness or device type, based on equity theory for emerging devices in the initial market of Korea. The results from an online survey of users of emerging devices and structural equation modeling indicate that utilitarian benefit, hedonic benefit, nonmonetary cost, and alternative attractiveness are significant predictors of customer satisfaction, which in tu

This study develops and empirically tests a framework for mobile social network service (SNS) advertising effectiveness. The study sets the advertising value, attitude towards advertising, and behavioural intentions as the key variables for the assessment of advertising effectiveness. Regarding antecedents of advertising effectiveness, the study identifies the salient attributes of mobile SNS advertising as social, mobile convenience, and active control; the main sub-values of mobile SNS adverti

The digital divide between countries is a critical phenomenon separating the countries that ‘have’ (mostly developed countries) from the countries that ‘have not’ (mostly developing countries). It places developing countries in a disadvantaged position economically, politically, and socially that in turns affects the life and social well-being of the citizens. Current understanding of the digital divide is limited by usage of secondary data, which prompts scholars to call for more theoretically-

This paper investigates how market participants react to mergers and acquisitions (M&As) involving telecommunications companies. The empirical evidence suggests that such activities convey bad news to the market. This is consistent with the synergy trap hypothesis and extant empirical findings of value-reducing diversification strategies in recent literature. The evidence also indicates that a cross-border, rather than a domestic M&A deal, is the main driver of the negative market reaction. Furt

Timely diffusion of IT products is critical to the success of technology companies. However, many IT products fail to attain the critical mass required for profitability. Although several studies have identified perceived usefulness as the primary factor in IT adoption, statistics indicate that some Korean consumers avoid IT products despite understanding their utility. This study empirically examines the effects of perceived risks and switching barriers on Korean non-adopters’ intention to use

With increasing usage of electronic devices, people are creating digital footprints of their everyday actions. These footprints come in the form of big data, and can provide useful insights into customer preferences, thus enabling companies to gain business benefits. However, customers may perceive usage of their personal information as a threat. The telecommunications sector is facing this issue. It is capable of collecting huge amount of data due to wide usage of smartphones and mobile Interne

The digital divide between countries is a critical phenomenon that places developing countries in a disadvantaged position economically, politically, and socially. While the phenomenon has drawn the attention of many, a theoretical account using empirical test of primary data is lacking. Building on a three-level digital divide framework, this study tested the effect of country development index on three levels of the digital divide. Survey data from university students in Cambodia, Iran, and So