Browsing by Author "Back, Ki-Joon"
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Item A Hedonic and Eudaimonic Model of Customer Well-being through Integrated Resort Experiences(2018-05) Ahn, Jiseon; Back, Ki-Joon; Boger, Carl A., Jr.; Bowen, John T.; Park, JungkunA common assumption holds that tourism generally contributes to customers’ well-being by offering them opportunities to satisfy their needs through escape aids, problem solvers, energy, new lifeblood, and happiness. However, the mechanism behind the effects of travel activities remains unknown. This study discusses how integrated resort experiences lead customer well-being based on the positive activity model, self-determination theory, and well-being framework. Study 1 aims to explore the underlying structures of integrated resort customers’ needs satisfaction to provide a holistic view by developing multi-item scale. The study proposes a 9-item scale capturing three distinct dimensions as autonomy, competence, and relatedness needs satisfaction using a mixed method including qualitative (i.e., literature review and content analysis of online reviews) and quantitative study (i.e., onsite and online survey). Confirmatory factor analysis was used to test construct validity. Predictive modeling indicated that autonomy, competence, and relatedness needs satisfaction influence both hedonic and eudaimonic well-being. Study 2 examines the hypothesis that integrated resort brand experiences (IRBE) influence customer well-being through the satisfaction of three basic psychological needs based on positive-activity model and self-determination theory. Structural equation modeling was used to analyze the collected data and test the relevant hypotheses. Partial least squares path modeling tests the hypotheses using a sample of 535 integrated resort customers. The results reveal that four dimensions of IRBE (sensory, affective, behavioral, and intellectual) have differing effects on needs satisfaction dimensions (autonomy, competence, and relatedness). Specifically, affective and intellectual IRBE is found to impact all needs satisfaction positively while relative impacts of sensory and behavioral IRBE on needs satisfaction was found. Further, the results show that autonomy and relatedness needs positively influence both hedonic and eudaimonic well-being. This study clearly shows the relationship among integrated resort experience, needs satisfaction, and customer well-being. Also, the differences across the customers’ situational variable (e.g., purpose of visit) are also examined. The findings of this study indicate that sensory, affective, behavioral, and intellectual tourism experiences drive customers’ satisfaction with psychological needs. Sensory, emotional, physical, and intellectual experience can be enhanced by marketing activities, and it makes a difference with other competitors. Also, integrated resort managers with strategic tools that drive customer well-being through travel experiences. For instance, by focusing on autonomy needs, practitioners can design better-informed programs such as experiential content to help strengthen the customers’ self-motivated behavior. Also, the findings of this study show that customers satisfaction with relatedness needs has both a direct effect on both hedonic and eudaimonic well-being. Thus, service providers, must, therefore seek to drive connection of existing and potential customers. The organizations should aim to strengthen connections between customers and integrated resort brands regarding meeting the customers’ values by designing effective communications about the brands to customers.Item A Study of the Effects of Image Congruence on Customers' Brand Loyalty in Luxury Hotels(2017) Li, Xiao (Lilac); Back, Ki-JoonThis study constructs a new model for investigating the relationship between image congruence and brand personality, challenges the existing research model in this field, and offers fresh insight into brand research. And, this study points out a multi-dimensional perspective to explore the effect of image congruence. This study aims to conduct the model to focus on constructing the brand loyalty for Aman, which possess the distinctive brand personality. At the same time, this study aims to develop a model which can be broadly apply to managers in the luxury hospitality industries.Item Brand as an Indicator of Rate Potential(2015-05) Belarmino, Amanda; Koh, Yoon; Back, Ki-Joon; Boger, Carl A., Jr.Industry professionals assume that guests are willing to pay more for a full-service hotel than a select-service hotel because of the difference in amenities. Brand, however, has not been studied as an indicator of rate potential for these select service hotels in respect to their relationship with their parent brand. Holiday Inn Express, the select service brand extension of Holiday Inn, is a highly successful brand extension whose advertising campaign helped to make it one of the leaders in the select service segment. Meanwhile, the Holiday Inn has not remained a leader in the mid-priced, full service segment. This study examines the rate potential for the Holiday Inn Express and determined that it can achieve a statistically significant same or higher rate than the Holiday Inn. An examination of on-line reviews also determined that the Holiday Inn Express does receive a higher star rating and better comments than the Holiday Inn.Item Corporate Social Responsibility in the Brazilian Lodging Industry: A Perspective of Small and Medium-Sized Properties(2016-05) Fernandes Guzzo, Renata; Koh, Yoon; Back, Ki-Joon; Abbott, JéAnna L.This study investigates the extent to which corporate social responsibilities (CSR) activities are communicated by small and medium-sized accommodation properties (SMPs) in a developing country, Brazil. Findings then were compared to the CSR activities of the top 150 lodging companies worldwide. For the comparison purposes, 150 Brazilian SMPs were selected randomly and content analysis done of 150 individual websites. The results show significant differences between the two groups and in two levels of communication. Content-wise, Brazilian companies paid more attention to society/community wellbeing and diversity/accessibility whereas the top 150 companies emphasized employment quality, society/community wellbeing, and environmental goals. Further comparison was made with regard level of communication and significant differences were found between commitments and initiatives. Brazilian lodging SMPs demonstrated to be in an incipient stage regarding CSR, where companies are mainly focusing on categories that tend to bring short-term benefits or had legal requirements rather than those that indicate a deeper social responsibility.Item Exploring the Impact of Mobile Application Attributes on Customer Experience: An Integrated Method of Big Data Analytics and Impact Asymmetry Analysis(2023-05-15) Park, Hyekyung; Back, Ki-Joon; Lee, Minwoo; DeFranco, Agnes L.; Suh, JaebeomThe use of mobile applications has become widespread among customers in the hospitality industry, influencing their experience throughout their travel. While mobile application plays a critical role in enhancing customer experience, limited studies examine the underlying structure of mobile application attributes and provide practical guidance for enhancing overall customer experience. Therefore, the current study aims to make a novel methodological and theoretical approach to establish a comprehensive framework of hospitality mobile application attributes and discover their roles in customer satisfaction and dissatisfaction. Study 1 aims to develop a novel theoretical and methodological approach to discover the underlying structure of mobile application attributes embedded in user-generated hotel mobile application reviews. First, based on a thorough literature review, the integrated method of big data analytics and impact asymmetry analysis (IAA) was developed. Then, a significant framework of hotel mobile application attributes is identified based on the Information System (IS) Success Model and conducting the big data analytics consists of dictionary-based text analytics and topic modeling. Furthermore, extending the Two-factor Theory, IAA is implemented to find the roles of mobile application attributes in customer satisfaction and dissatisfaction. The purpose of Study 2 is to validate the integrated method of big data analytics and IAA developed in Study 1. In order to confirm the results from Study 1, the integrated method is conducted on a different data set, airline mobile application reviews. As a result, the study identifies a significant framework of airline mobile application attributes and its roles in customer experience. Moreover, the study confirms the validity and reliability of the novel methodological approach by confirming the similarity in composition and roles of mobile application attributes in customer experience in Studies 1 and 2. Overall, research findings present a holistic mobile application attributes framework and their roles in customer satisfaction and dissatisfaction by applying a novel theoretical and methodological approach. The study contributes to expanding the knowledge of IS Success Model by highlighting the asymmetry roles mobile application attributes play in customer satisfaction and dissatisfaction. In addition, integrating big data analytics and IAA, the study reveals a robust analysis of mobile application attributes and reconciles the mixed findings from prior studies. Furthermore, the novel methodological approach enhances the use of the IAA method by leveraging user-generated big data to explore customers’ overall perception of mobile application attributes. The current study also presents multiple supportive pieces of information about mobile application attributes’ roles, providing rigorous and practical guidance for improving customers’ mobile application experience in the hospitality industry.Item Greenwashing Crisis Communication in Hospitality Industry: Investigating the Negative Impact of Misleading Communication on Consumer Behavior from an Ethics Perspective(2023-05-15) Ding, Anni; Legendre, Tiffany S.; Back, Ki-Joon; Madera, Juan M.; Huang, YanIn recent years, companies in the hospitality industry have been facilitating more pro-environmental initiatives due to the increasing societal demands for companies to engage in corporate social responsibility (CSR). However, research indicates that when these claims or activities are challenged as misleading or accused of being inconsistent with the company's actual practices by the public, it can lead to a greenwashing crisis. When a greenwashing crisis occurs, due to fear of potential managerial and legal damage, many organizations choose to withhold the information or to deliver irrelevant truthful information in response to the crisis, which may be perceived as misleading. However, there is a lack of literature discussing how consumers perceive companies’ crisis communication strategies and whether those strategies are effective. Therefore, this research aims to explore the consequences of two commonly used misleading crisis communication strategies (misleading by omission and misleading by paltering) in a foodservice greenwashing crisis context. Specifically, the present research examined how misleading by omission and misleading by paltering can influence consumer word of mouth and brand avoidance differently. This study further explored the underlying mechanism that explains the influence of misleading crisis communication on consumer behavior. In particular, perceived ethicality and brand trust were predicted as the mediators. Lastly, this study investigated the moderating effects of perceived crisis severity and information sources on the indirect impact of misleading communication on perceived ethicality, brand trust, and word of mouth and brand avoidance. The findings of this research suggested that misleading communication has a direct impact on consumer word of mouth and brand avoidance. Specifically, when both misleading crisis communications are perceived negatively, omission leads to less word of mouth and more brand avoidance than paltering. Perceived ethicality and brand trust mediate the relationship between misleading communication and consumers’ behavioral intentions. Moreover, this study found that perceived crisis severity has an interaction effect with perceived ethicality on brand trust, such that perceived ethicality has a greater impact on brand trust when the greenwashing crisis is perceived as less severe. Perceived crisis severity also moderated the indirect effect of misleading communication on perceived ethicality, brand trust, and consumer behavioral intentions, such that the indirect effect is stronger when the greenwashing crisis is perceived as less severe. Lastly, the results of this study revealed a significant moderating effect of information sources on the relationship between misleading communication and consumers’ perception and behavioral intentions. Specifically, information sources and misleading communication have an interaction effect on perceived ethicality, such that omission leads to less consumer word of mouth and more brand avoidance compared to paltering when the greenwashing information was provided by an environmental non-government organization (NGO). Misleading communication has no significant impact on perceived ethicality when the greenwashing information was provided by a competitor. Information sources also moderated the indirect effect of misleading communication on perceived ethicality, brand trust, and consumer behavioral intentions, such that the indirect effect exists when the greenwashing information was provided by an environmental NGO, not by a competitor. Based on the findings of this research, theoretical and practical implications are discussed.Item How do P2P accommodation Hosts Secure the Competitive Advantage through Host Brand Management? : Multi-level Approach Considering Consumer Choice Behavior and Spatial Effects.(2022-08) Kim, Sung In; Kim, Jaewook; Back, Ki-Joon; Kazemi, Sadegh; Lee, TaewooP2P accommodation is the most significant player and recognizable platform in sharing economy. However, most hosts as micro-entrepreneurs have limited knowledge and experience in management, marketing, quality control, and customer interaction. The purpose of this dissertation is to support the P2P hosts as micro-entrepreneurs in sharing economy in strategic brand management by 1) conceptualizing the P2P brand concept, 2) exploring host brand impact on consumer behavior and pricing strategies, and 3) empirically testing P2P brand attributes on the performance by considering seasonality (temporal) and geographical pattern (spatial). Three studies were designed to understand the P2P brand and provide managerial implications for P2P hosts to secure competitive advantages. Each study reflects the P2P brand characteristics and P2P customers’ behavioral economic responses. Study 1 conceptualizes the P2P brand. Four databases (EBSCOhost, JURN, Science Direct, and SCOPUS) were used to include major hospitality and tourism journals. In using both Leximancer and Nvivo, this study used auto coding to generate the theme in conceptualizing the P2P brand framework: which includes 16 sub-dimensions for Awareness, Value, Trust, and Loyalty on both host brand and platform brand. Study 2 aims to demonstrate pricing strategies with maximized competitive advantage based on the P2P lodging customer’s willingness to pay on the different choice options of host brand attributes. Data were collected from the Mturk online panel in the United States, and 428 answers were included after screening. Signaling cues that reduce the uncertainty, such as SuperHost badge, interior photo, and Rating, were found to increase customers’ willingness to pay. Study 3 is designed to find the relationship between the P2P host brand management and financial performance. The current study includes three analyses (Hotspot analysis, OLS, and GWR) to test the influence of host brand attributes on host performance considering temporal (seasonality) and spatial (geo-locational pattern) characteristics. Airbnb property data from AirDNA was used, including 12,170 listing information from Miami, FL, in 2019. The study confirmed the significant impact of seasonality and spatial pattern on the host performance and also found significant spatial autocorrelation in each model. Management strategy considering seasonality and the spatial pattern is required for better host performance.Item Restaurant Crowdfunding Activities and African American Restaurateurs' Financing Experiences: From Macroeconomic Policies to Ethnic Enclaves(2023-08) Mao-Clark, Xiaodan; Back, Ki-Joon; Koh, Yoon; DeFranco, Agnes L.; Madera, Juan M.; Lee, SeokiGleaning from restaurant funding behaviors in conventional markets, macro-level factors have a significant impact on restaurant funding behaviors. Yet, existing restaurant crowdfunding research has mostly examined micro-level project attributes without considering influential factors at the macroeconomic level. Additionally, notwithstanding the National Restaurant Association’s call to support a greater number of African American restaurateurs, the financing behaviors regarding race remain understudied in the restaurant industry. Finally, albeit the clear differences between the conventional and the crowdfunding financing mechanisms, there is scant research on restauranteurs’ perceived differences between these two funding environments. Therefore, the current study aims to fill the abovementioned literature gap by examining macro- and micro-level attributes in restaurant financing. Study 1 examines how the two goals of agency theory—incentive alignment and risk-aversion mitigation—affect entrepreneurs’ financing behaviors. The state-year level of entrepreneurial activities is examined through quadratic regression analyses. Results show that state-level free market policies and social safety-net spending have an inverted U-shaped relationship with restaurant entrepreneurs' crowdfunding activities. Study 2 explores strategies that African American restaurateurs can use to secure financing in the conventional capital market with a qualitative design and a grounded theory approach through interviews with African American and non-Hispanic White restaurateurs. The proposed African American Startup Framework (AASF) consists of eight themes and 23 subthemes. AASF identifies strategies that African American restaurateurs leverage cultural, social, and economic capital to solve financing issues. The contextual impact of racial membership on financing success indicates that racial membership has a perceived negative impact on the group’s ability to secure restaurant financing while the common bond rooted in this shared membership leads to strong community support for African American businesses. Finally, African American restaurateurs perceive that crowdfunding can provide critical gap financing while offering an alternative funding mechanism that is both inexpensive and simple compared to conventional financing. Overall, the study contributes to expanding the knowledge of seemingly opposed macroeconomic policies, as prior literature seldom combines the two despite capitalism being a mixed market system encompassing both. The study defines maximum values for state-level free market policy and social safety-net spending to provide guidance for policymakers, restaurant industry advocates, and crowdfunding platforms to maximize restaurant crowdfunding activities. AASF systematically organizes and connects mechanisms, solutions, and the contextual environment to uncover how African American restaurateurs can blend various types of capital to secure funding in the conventional capital market. The study pioneers ethnic minority entrepreneurial finance literature by uncovering relationships between cultural, social, and economic capital to tackle African American restaurateurs’ funding challenges. By examining macro- and micro-level attributes, restaurant industry stakeholders can improve strategies to increase successful restaurant ownership.Item The Effect of Loyalty Program Experiences on Hotel Customers’ Brand Love: Social Identity Theory Perspective(2020-05) Shin, Minjung; Back, Ki-Joon; Bowen, John T.; Madera, Juan M.; Liu, YuTo win over customers in today’s intensely competitive market, hotel companies are paying increasing attention in developing guest loyalty through relationship marketing. Among the six brand relationship quality (BRQ) facets proposed by Fournier (1998), “brand love” is identified as a core component of all healthy relationships. Consequently, brand love research in hospitality and tourism literature has started to gain momentum in recent years. However, many hospitality and tourism studies still adopt brand love conceptualization, which is grounded on manufactured goods or interpersonal contexts. To the best of the author’s knowledge, no study has conducted a systematic analysis to identify the dimensions of service brand love, particularly in the hotel context. In addition, despite the popularity of cultivating a long-term relationship with customers through loyalty program in hotels, the efficacy of such programs in developing brand love remains unknown. Thus, the objective of this study is twofold: 1) to develop a reliable and valid multi-item scale that measures customers’ brand love toward a hotel brand; and 2) to examine the relationships among loyalty program membership experiences, collective self-esteem toward the loyalty program, and brand love. In Study 1, Churchill’s (1979) guidelines for the scale development process was adopted and the confirmatory factor analysis (CFA) approach suggested by Anderson and Gerbing (1988) was conducted to assess the proposed measurement model. The scale development process began with the specification of the domain of constructs and the generation of initial items through an extensive review of literature, content analysis, in-depth interviews, and open-ended survey. Next, item refinement was conducted through exploratory factor analysis, which resulted in a 19-item scale capturing four distinct dimensions of self-brand integration, trust, switching resistance, and commitment. Afterward, a new sample of data was collected for additional reliability and validity testing. The CFA results indicated that the measurement model exhibited satisfactory model fit and achieved convergent validity, discriminant validity, and reliability. The predictive validity of the hotel brand love scale on the consequences of word-of-mouth and brand purchase share was also confirmed. In Study 2, relationships among loyalty program experiences, collective self-esteem, and brand love were proposed based on the theoretical framework of social identity theory (Tajfel, 1982; Tajfel & Turner, 1986). Structural equation modeling was used to analyze the conceptual model and test the proposed hypotheses. The findings of this study first confirmed a significant positive effect of collective self-esteem on brand love. In addition, three loyalty program experiences that satisfy members’ self-definitional needs were proposed as antecedents to collective self-esteem: member-to-member similarity, memorable membership experiences, and membership social benefits. The effects of the three loyalty program experiences on collective self-esteem were found to be significant and positive. Subsequently, a mediating role of collective self-esteem in the relationship between loyalty program experiences and brand love was tested via bootstrapping resampling procedure. Evidence of the significant indirect effects of loyalty program experiences on brand love through collective self-esteem was found. Finally, the moderating role of membership tier-level in forming brand love from collective self-esteem was tested. However, the moderating effect of the membership tier-level was not significant. The significant contributions of this study to the hospitality and tourism literature are discussed as follows. First, the findings of this study provide a specification of conditions for hotel brand love development and propose a measurement scale, which can serve as a meaningful tool in measuring brand equity and customer-brand relationship in hotel brand context. Second, this study presents a psychological explanation as to how loyalty program membership can lead to brand love by extending the scope of brand love research from personal identity to collective identity based on the social identity theory. Finally, the findings of this study provide managerial insights on effective loyalty program design by proposing three loyalty program experiences, which satisfy an individual’s self-definitional needs, as antecedents of collective self-esteem and brand love.Item The Impact of Brand Equity on Luxury Horizontal Brand Extension(2014-12) Ahn, Jiseon; Park, Jungkun; Back, Ki-Joon; Ezell, Shirley; Norwood, MarcellaA recent trend in the luxury industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the framework that has merit in that it increases the understanding of luxury brand extensions by focusing on the horizontal extension from the product to the service category. The research investigates three elements of brand equity of a luxury brand which influences service brand extensions. Perceived quality, brand association, and brand loyalty were examined in the process of horizontal brand extension. The luxury high-tech brand “Audi” and “Audi-Rent-a-Car” were investigated to differentiate from other research that focuses on luxury fashion brands. A total of 190 samples were collected using an online survey from Amazon Mechanical Turk. Data was analyzed with structural equation modeling. Among the investigated constructs, the brand association of the parent brand showed a significant impact on the evaluation of the extended service brand. In addition, a high level of the brand association was also found to influence the final purchase decision of the extended service brand. However, this study could not find any significant impact on perceived quality and brand loyalty from the overall evaluation on service brand extension. In the horizontal brand extension, especially product to service category extension, there is a gap in the consumer perception between the parent brand and the extended service brand. In order to maximize the positive impact of the parent brand, marketers and retailers should investigate the role of the brand equity, which influences consumer perception and purchase intention toward the extended brand.Item The interaction effect of self-service technology experience and facilitating conditions on co-created value: A service-dominant logic perspective(2020-08) Kwon, Wooseok; Lee, Minwoo; Bowen, John T.; Back, Ki-Joon; Lee, Kyung JaeSelf-service technology (SST) (e.g., a kiosk at a hotel lobby or a touch screen tablet at a restaurant) has been increasingly introduced into the hospitality industry, which leads to changes a way that customers gain experience of service in a service encounter. However, this change has not drawn much attention from researchers who have more focused on the determinants of customers' acceptance or intention to use SST. Thus, it is not well known what happens through the use of SST in the service encounter and what role service firms need to play during the process. SST requires the active involvement of customers to implement the service. To cast a light on understanding customers' participating role in SST and its subsequent effects, this study adopts the concept of value co-creation from the service-dominant (S-D) logic paradigm. Specifically, the study develops a theoretical framework based on the resource-based view underpinned by S-D logic to explore the relationship between SST experience and co-created value, and the moderating effect of facilitating conditions (FC). Although value co-creation is the core concept of S-D logic that delineates how value is determined, how customers genuinely appraise the value in the sphere of the co-creation is not fully operationalized, which challenges the empirical research on S-D logic. Thus, study 1 conceptualizes co-created value from the S-D logic perspective and proposes a 15-item scale with four multidimensional constructs consisting of value-in-use, value-in-interaction, value-in-involvement, and value-in-experience. This study used a mixed-method approach to scale development. Rather than purely depending on qualitative data garnered through interviews, the study integrated rich text sources from relevant articles and online reviews into the item generation process by using text mining and machine learning techniques. A rigorously designed process checks, including reliability, convergent validity, discriminant validity, and concurrent validity, were conducted. Study 2 investigates hypotheses that the current study proposes, by adopting the scale developed in study 1. The study conducted a scenario-based survey and analyzed 292 samples using latent moderated structural equation modeling in which an interaction effect can be tested at a construct level without the violation of normality. Findings show that SST experience is closely related to co-created value. Moreover, the interaction effect of FC on the relationship between SST experience and co-created value is statistically supported. From the resource integration point of view, the result implies that customers can incorporate multiple resources more efficiently by a high level of FC allowed even when SST experience is good enough. This study contributes to the existing research as follows. First, it developed a new consolidated scale for co-created value, which will lead to the extended domain of empirical research on S-D logic and co-created value. Second, it shifted the view of SST from "attribute-oriented" to "customer experience-oriented," which will provide new insights into the way of understanding SST not only theoretically but also practically. For example, the availability of service employees is required, not merely for the case when customers have a challenge of using SST. For the co-created value, a seamless service design will be needed to harmonize the roles of service employees and SST. Third, the study employed advanced methodologies such as a mixed-method of item generation and the latent moderated SEM. They will contribute to the rigor of future research.Item The Roles of Organizational Identification and Disidentification on Restaurant Employees’ Behavioral Intentions(2019-08) Park, So Hee Hee; Back, Ki-Joon; Madera, Juan M.; Kim, Jaewook; Liu, YuThe purposes of this study were to develop a reliable and valid multi-item scale that measures restaurant employees’ OI and ODI, to identify the respective antecedents of OI and ODI and to examine the relationships among OI, ODI, OCB, intention to stay and intention to leave. The first step of Study 1 specifed the domain of the construct according to Churchill’s ( 1979) suggestions. A preliminary list of OI and ODI measurements were generated based on previous measures and information from the interviews. Semi-structured personal interviews were conducted to generate a broad range of items. Many of the items were redundant so lists of items were down to fifty-four OI items and forty-eight ODI. An expert group consisting of a faculty member, restaurant employees, Ph.D. students with restaurant working experiences reviewed the items and redundant, irrelevant and ambiguous items were removed or modified. 14 OI items and 15 ODI items retained through the expert group meeting. The remained 29 items were included in the questionnaire. To identify clusters of variables from the expert meeting, an online survey was conducted. For item refinement, exploratory factor analysis (EFA) assessed and Cronbach’s alpha and item-total correlation were reviewed. The EFA revealed single dimension scale of 11 OI items and 10 ODI items. Another online survey using MTurk was conducted to assess validity and reliability. In accordance with the results of EFA, the uni-dimension was adequate to measure OI and ODI respectively in the new data and the scales were valid and reliable. In Study 2, ten hypotheses were tested. The OI and ODI scales were used to examine the relationships with their respective antecedents and consequences. A two-step approach was used in this study. Before the structural equation modeling (SEM), the internal and external consistency of the scales was tested with the measurement model, and then the SEM was used to assess the relationships among research variables. Perceived organizational support (POS) and perceived brand authenticity (PBA) were significant predictors of employees’ OI and POO was a significant predictor of ODI but PUOB did not have a significant relationship with ODI. Both OI and ODI were positively associated with the intention to stay. OI was positively linked to OCB but negatively linked to the intention to leave. ODI was positively linked to the intention to leave while negatively linked to OCB. Also, some dispositional characteristics such as restaurant type and position had significant moderating roles on the relationships between research variables.Item Unwrapping presence: Creating social presence and enhancing perceived quality of computer-mediated ad hoc team discussions(2012-05) Nickerson, Keith; Xiao, Zhiwen; Lee, Jaesub; Back, Ki-JoonThe present study extends social presence research by exploring a practical technique to augment social presence and quality of interaction in computer-mediated ad hoc team communication. Undergraduate participants, n=118, were assigned to one of three experimental conditions designed to manipulate their feeling of “connectedness” with their communication partners. Participants had either face-to-face (FTF) social interaction prior to a computer-mediated communication (CMC)-based consensus-making task, CMC-based social interaction prior to the task, or no social interaction prior to the task. The study found that both FTF and CMC-based social interaction prior to a computer-mediated task significantly increased users’ perceptions of both social presence and quality of interaction relative to having no prior social interaction. The study also found strong correlation between social presence and quality of interaction. Highlighted by these findings is the practical recommendation that managers and educators provide opportunities, however brief and in either FTF or CMC-based settings, for group members to interact socially before engaging in task-oriented computer-mediated exchanges.