사회사업 조사연구는 복잡하고 다양한 인간의 욕구와 문제들을 해결하고 예측하기 위하여 과학적 방법론을 적극 활용하여 왔다. 과학적 방법론은 인간행동의 기준을 설정하고 결과를 제시하는데 객관성을 제공한다는 이유로 선호되고 있다. 그러나 이러한 과학적 방법론을 사회사업실천영역에서 사용하는데 있어서 간과해서 안 될 점은 클라이언트를 중심에 놓고 조사연구를 실행할 수 있어야 한다는 것이다. 즉, 개입을 계량화하는데 초점을 두지 않고 클라이언트를 중심에 두고 역량 강화할 수 있는 방법이 필요한 것이다.
이러한 맥락에서 본 연구는 사회사업 본연의 가치인 클라이언트 중심의 조사연구 접근과 이론과 실천의 간극을 메우는 하나의 교량으로서 실행연구(AR: action research)와 참여적 실행연구(PAR: participatory action research)의 개념과 과정을 소개하고 한국 사회사업실천에의 적용가능성을 모색하였다.
AR과 PAR의 개념과 역사, 실행과정을 분석하고 사회사업실천에의 필요성과 적용점을 분석해본 결과, 필요성에 있어서는 실천현장에서의 적용용이성, 지역사회기반의 일반주의 실천접근과의 적합성, 조사연구와 실천의 통합, AR기술의 실천기술로서의 활용성 등으로 나타났다. 적용상의 이점으로는 클라이언트 문제와 욕구에 대한 보다 깊은 이해, 다각적인 맥락에 의거한 해결방법 모색, 조사자 곧 실천가 자신의 반성과 성장, 임파워먼트 실행의 촉매제로서의 기능, 조사연구의 확대가능성, 지역사회기반의 조사연구 확대, 효과적인 사회복지 조직관리에 있어서의 적용 등인 것으로 나타났다. 
마지막으로 한국 현장에 AR을 도입하기 위해서 유의할 점으로 조사연구자로서의 실천가의 역량강화, 공동협력연구의 필요, 현장과 실천중심 연구를 강조하는 인센티브 제공, 구체적인 액션리서치의 한국형 모델 구축 등 4개의 과제를 제언하였다.

사회사업에서의 Participatory Action Research(PAR)와 Action Research(AR) 모델 적용 필요성에 관한 연구

Chatbot e-service and customer satisfaction regarding luxury brands

Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user’s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context. # 2001 Elsevier Science B.V. All rights reserved.

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Beyond the Usefulness and Ease of Use : Extending the TAM for a World - Wide - Web Context

Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach

Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence

Social media adoption

The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers.

/pdf/mobile-consumer-behaviour-on-apps-usage-the-effects-of-1rte79yn7r.pdf

Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

Given the prevalence of online technology nowadays, mobile commerce continues to attract considerable attention for marketing research. However, studies on the factors that impact mobile commerce adoption via mobile applications are still limited. Moreover, there is minimal study that investigates the importance of attitudes towards mobile commerce as antecedents of mobile commerce adoption using Technology Acceptance Model (TAM), especially in the Malaysian market. These factors are crucial since the population of online users are massive and their influence is forming the untapped potential for marketers. By knowing the factors that drive the use of mobile commerce, this study seeks to facilitate marketers on how to use the findings and intensify the growth of online business in Malaysia. This quantitative study is cross-sectional in nature with 160 samples. Results showed that out of six hypotheses, five hypotheses were supported. The findings shed lights on the relevance of TAM in reasoning the adoption of mobile commerce via mobile applications. Also, this study provides insightful implications for marketers to understand consumer behaviour and strengthen the mobile commerce market.

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New Wave in Mobile Commerce Adoption via Mobile Applications in Malaysian Market: Investigating the Relationship Between Consumer Acceptance, Trust, and Self Efficacy

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications theoretical perspective. Data were collected through stratified probability sampling of 428 social media users using a web-based questionnaire. They were selected because they spend a significant amount of time on social media sites, at least on Facebook, Twitter, YouTube, LinkedIn, and Instagram. Based on hierarchical multiblock PLS analysis, the results confirmed that social media utilization is affected by three key component psychological factors. All of these factors play a significant part in influencing user attitude toward utilizing social media. The findings are believed to increase understanding, especially for user-experience designers (UXD) concerning venues that can be used for direct targeting in designing social media marketing. The implications and recommendations for future research are discussed.

/pdf/uncovering-psychological-gratifications-affecting-social-2vnsh26sny.pdf

Uncovering psychological gratifications affecting social media utilization: a multiblock hierarchical analysis

In this paper, we undertake sentiment analysis from netnography data to understand the need for giving special attention to sentiments expressed by the online crowd towards brand via the social media platform. The understanding of this will explain the emotions of the brand community subscribers towards the brand as the result of the interaction established with the brand online. This study utilizes a qualitative approach in which the input given by the brand community subscriber from three chosen social media platforms were analysed using AYLIEN, Text Analysis API and Monkeylearn software to extract sentiment polarities based on Positive, Negative, Sarcastic, Ideology and Neutral sentiments. The outcome shows that the provocation sentiment needs to be managed efficiently in order to trigger interaction within and between the online crowd and brand community subscribers for sustaining a long-term relationship over the social media platform for effective brand communication strategies.

Izzal Asnira Zolkepli

Papers

Social media adoption

Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

New Wave in Mobile Commerce Adoption via Mobile Applications in Malaysian Market: Investigating the Relationship Between Consumer Acceptance, Trust, and Self Efficacy

Uncovering psychological gratifications affecting social media utilization: a multiblock hierarchical analysis

Sentiment Analysis of Online Crowd Input towards Brand Provocation in Facebook, Twitter, and Instagram