The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator.

As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in the Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has gradually become an important research content in the field of consumer behavior. However, the specific mechanism by which the multidimensional anthropomorphic characteristics of virtual streamers affect consumer trust and purchase intention requires further investigation.

Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model.

This study addresses the academic gap in the adoption of generative AI systems by investigating the factors influencing technology acceptance and usage behavior in Korean firms. Although recent advancements in AI are accelerating digital transformation and innovation, empirical research on the adoption of these systems remains scarce. To fill this gap, this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model, surveying 300 employees from both large and small enterprises in South Korea.

A Study on the Characteristics of Sports Athletes' YouTube Channels and User Reactions.

This study examined the content characteristics and user responses of athlete-run sports YouTube channels, providing empirical insights for content production strategies and contributing to the development of athlete-run sports YouTube channels. Content analysis was conducted on 3306 videos posted on 20 popular YouTube channels of South Korean athletes from 1 January 2020 to 31 December 2021. The formal characteristics analyzed included video length, the presence of foreign language subtitles, paid advertisements, and information sources.

Comparison of Audience Behavior between eSports and Authentic Sports Fans.

This study analyzed how the behavioral patterns of esports and authentic sports viewers differ, adopting user and gratification theory and media transportation theory. In particular, it was investigated whether there was a difference in behavioral patterns according to the experience of playing the sport even among authentic sports viewers. As a result of analyzing the relationship between viewers' motivation and media transportation outcomes through structural equation modeling and multigroup structural equation modeling, it was observed that cognitive motivation was more important for esports viewers than for authentic sports viewers.

Athletic justice: Scale development and validation.

The current study aimed to create a reliable and valid scale to measure athletes' perception of fairness regarding coaches' behaviors. The study utilized a scale development process, including three steps: (a) item generation, (b) scale development, and (c) scale evaluation. Both quantitative and qualitative approaches were utilized to generate items and achieve content validity.

Changes in the concept of time among North Korean refugees: A socio-cultural perspective.

Refugees from diverse socio-cultural backgrounds and geopolitical locations face temporal challenges during their transition, yet more research needs to be conducted to understand their time conception in the host society. This study explores how North Korean refugees from remote rural areas in North Korea and China adjusted their time conception in a metropolitan city in South Korea. Data were collected through a pilot study (January-March 2017) and ethnographic fieldwork (February-July 2018), entailing semi-structured interviews, informal conversations, and field notes.

Impact of Met-Expectation of Athletic Justice on Athletic Satisfaction and Organizational Commitment via Leader-Member Exchange among Elite Saudi Arabian Athletes.

Athletes' perceptions of fairness toward coaching behaviors and decisions can play a crucial role in the development and maintenance of a strong coach-athlete relationship. However, scholars have given limited attention to athletes' perceptions of fairness. Therefore, the current study aimed to explore the relationship between coaches and athletes by applying the concept of organizational justice based on met-expectation theory.

Analyzing factors affecting risk aversion: Case of life insurance data in Korea.

This research employs machine learning analysis on extensive data from a prominent Korean life insurance company to substantiate the insurance demand theory, which posits that insurance demand increases with risk aversion. We quantitatively delineate the traits of risk-averse individuals. Our study focuses on a cohort of 94,306 individuals who have filed insurance claims due to illness.

Scaling behavior and text cohesion in Korean texts.

This study examines whether different types of texts, particularly in Korean, can be distinguished by the scaling exponent and degree of text cohesion. We use the controlled growth process model to incorporate the interaction effect into a power-law distribution and estimate the implied parameter explaining the degree of text cohesiveness in a word distribution. We find that the word distributions of Korean languages differ from English regarding the range of scaling exponents.

Effect of Employee Experience on Organizational Commitment: Case of South Korea.

This study's purpose is to examine the effect of employee experience on job satisfaction, psychological well-being, and organizational commitment among corporate employees, with a specific focus on three factors: physical, technological, and cultural experiences. Given the growing importance of mental health management for employees, the study investigates the relationship between employee experience and mental toughness. A structural equation modeling research model was designed, and data were collected through a survey of 534 Korean employees.

Market efficiency of cryptocurrency: evidence from the Bitcoin market.

This study examines whether the Bitcoin market satisfies the (weak-form) efficient market hypothesis using a quantum harmonic oscillator, which provides the state-specific probability density functions that capture the superimposed Gaussian and non-Gaussian states of the log return distribution. Contrasting the mixed evidence from a variance ratio test, the high probability allocated to the ground state suggests a near-efficient Bitcoin market. Findings imply that as Bitcoin evolves into an efficient market, speculators might encounter difficulty in exploiting profitable trading strategies.