Jin-Myong Lee

From a Literature Review to a Conceptual Framework, Issues and Challenges for Smart Campus

Abstract With the development of information and communication technologies, a new paradigm in higher education is required. Accordingly, establishing a smart campus has emerged as an important issue in universities worldwide. This study aims to discuss key issues and to provide useful academical and practical implications on smart campus by reviewing related literatures. For this purpose, this study examined recent literatures on smart campus by four research perspectives; 1) learning/knowledge-centric approach, 2) technology-centric approach, 3) integrated approach, and 4) user-centric approach, then developed smart campus framework. Smart campus user criteria contained members of university as well as local community and business stockholders. Smart campus framework presented specific service areas each belongs to smart education, smart life and smart administration domains and motivating factors of using smart campus. Moreover, by considering key issues and problems raised in previous studies, this study suggested practical implications for successful development of smart campus.

How Consumers Perceive Online Behavioral Advertising: Consumer Typology and Determining Factors

This study aims 1) to identify distinctive consumer groups according to their perception of benefits and costs of Online Behavioral Advertising(OBA), 2) to explore differences among them, and 3) to investigate antecedent variables that affect the consumers` perception of OBA. Online survey data collected from 1,000 online users. The findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer groups according to the levels of perceived benefits and costs of OBA: `Indifferent group`, `cost-centered group`, `benefit-centered group`, and `Benefit-cost balanced group`. Second, four consumer groups showed differences in their demographics, advertising related variables, privacy related variables, and technology related variables. Third, according to multinomial logistic analysis, it was found that there were different factors affecting consumers` perception of benefits and costs of OBA.