DSpace Collection:
https://archives.kdischool.ac.kr/handle/11125/28470
2024-03-29T02:34:08ZThe Prospects of Metaverse in the Public vs. Private Sector by Millennials and Generation Z: Citizen/Customer Relationship Management
https://archives.kdischool.ac.kr/handle/11125/53335
Title: The Prospects of Metaverse in the Public vs. Private Sector by Millennials and Generation Z: Citizen/Customer Relationship Management
Authors: 조윤정
Abstract: Purpose: The aim of this study is to examine the factors influencing prospects toward for the metaverse in both the public and private sectors, focusing on the perspectives of millennials and generation Z that were rarely examined in previous studies. Research design, data and methodology: This study employed an online survey as its research methodology utilizing factor analysis, ANOVA, and regression analysis to test the formulated hypotheses. Results: The findings of this study reveal that factors such as citizen/customer relationship management, the application of metaverse in both in the public and private sectors. Moreover, the effect size of applying the metaverse to cities on prospects toward the Metaverse was notably higher in the public sector. The effect size of metaverse management for customer relationship management showed a greater impact in the private sector. Conclusions: The results carry significant managerial and policy implications. They shed light on how millennials and generation Z perceive the applications of the metaverse in relation to cities, products, and brands. Notably, the results suggest that application of the metaverse for cities and management of customer relationships for products and brands emerge as key factors influencing the prospect of the metaverse in the public and private sectors.2024-02-01T00:00:00ZApplication of AI in Marketing Strategy: Insights from Millennials and Generation Z
https://archives.kdischool.ac.kr/handle/11125/53336
Title: Application of AI in Marketing Strategy: Insights from Millennials and Generation Z
Authors: 조윤정
Abstract: Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.2024-02-01T00:00:00ZEstimating the Social Value of Digital Signage Landmarks as Sustainable Tourist Attractions
https://archives.kdischool.ac.kr/handle/11125/53555
Title: Estimating the Social Value of Digital Signage Landmarks as Sustainable Tourist Attractions
Authors: Quan, Lihua; Hong, Insu; Lee, Tae Jun; Yoo, Changsok
Abstract: As urban tourism increases, digital signage landmarks are frequently utilized to develop and enhance the attractiveness of cities for tourism. However, the benefits of this development for local residents have not been fully explored from a sustainability perspective. Thus, this study aims to quantitatively analyze local residents’ perceptions of digital signage landmarks in urban areas using one of the prominent icons, the Samseong-dong free display zone in Seoul, Korea. To measure the overall value of the landmarks, this study used a double-bounded dichotomous choice contingent valuation method and spike model. Based on the surveys of 600 respondents in Korea, the results show that a household’s willingness to pay to support the landmark annually is KRW 5401 (USD 4) on average in the form of income tax. The perceived annual value for the landmark is about KRW 790 million (USD 60 million), surpassing that of typical tourism attractions in Korea.2024-02-01T00:00:00ZSensemaking in crisis: Unpacking how teachers interpret and respond to online education as street-level bureaucrats
https://archives.kdischool.ac.kr/handle/11125/51575
Title: Sensemaking in crisis: Unpacking how teachers interpret and respond to online education as street-level bureaucrats
Authors: Bao, Nguyen Van; Do, Thao Ngoc; Cho, Yoon Cheong; Thuong, Phan Thi Song
Abstract: The COVID-19 pandemic has posed numerous challenges for Street-Level Bureaucrats (SLBs). This paper adopts the sensemaking framework to examine the teaching experiences of high school teachers in the online environment, specifically focusing on their interpretation and implementation of COVID-19-related policies. Sixteen teachers from different high schools in Vietnam were selected purposely as participants in this study by considering the geographical influence and school rankings. The study reveals that decision-makers tend to grant higher levels of discretion to SLBs during crises compared to normal circumstances in the Vietnamese context, emphasizing the role of socio-cultural and political contexts in shaping policy implementation within centralized education systems. Also, recognizing the significance of policy signals and adopting a bottom-up approach that acknowledges the impact of SLBs on policy outcomes is paramount. By providing valuable insights to policymakers and school officials, this study provides an implication for reevaluating how better-established policy signals are received during times of crisis to prevent unintended consequences that may arise from local-level policy implementation.2024-01-01T00:00:00Z