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The purpose of this paper is to examine intrinsic forms of motivation and particular incidents of play, socialisation, fun and amusement on an online crowdsourced citizen science platform. The paper also investigates gamised activity (Greenhill et al., 2014) as a form of intrinsic motivation adding a sense of play to work and tasks (Xu et al., 2012). These concepts are explored through close scrutiny of the online citizen science platform Zooniverse.org.

Qualitative techniques with an interpretivist approach are used to analyse online content found within citizen science platforms, related forums and social media by examining incidents of play, socialisation, fun and amusement to investigate how these aspects are applied as a form of user motivation.

The authors find that when users classify crowdsourced tasks voluntarily it does not matter how users are classifying as long as it is accurately. However, what does matter is why they are doing it particularly because of the complex processes that builds relationships between users and the platform. The authors present a conceptual model to enable deeper understandings of how forms of social interaction and play are motivating users contributing to citizen science project to participate in the online processes.

The findings of this paper provide practical implications for how citizen science, and also other crowdsourcing platforms, can engage with notions of play and gamification to motivate participation.

Using detailed examples of online content, the authors reveal how participants of the Zooniverse.org demonstrate aspects of “gamised” behaviour. The authors argue that the exploration of gaming as well as play provides evidence that contributing to citizen science projects can be both utilitarian and hedonic.

With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.

A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.

The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.

Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.

This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.

As the risks associated with sugar-sweetened beverages (SSBs) increase, various policies require sugar to be reduced in beverages. This paper segmented consumers according to food-related lifestyle (FRL), analyzed beverage selection attributes and preference for sugar-reduced beverages (SRBs) for each group and presented basic data for the strategies of SRBs for each consumer group.

In total, 1,000 Korean consumer panels responded to the online survey. The questionnaire consisted of FRL, beverage selection attributes and attitude toward SRBs.

Consumer groups were divided according to FRL: rational, value seeking and careless consumer. Rational consumers tended to be in their 30s or 50s and women, and they focused on product quality/hygiene when choosing beverages. Value seeking consumers were mainly in their 40s and 50s and were characterized by high education and income. They showed high scores in quality/hygiene, economy and sensory traits. Careless consumers were more likely to be in their 20s–30s, unmarried men and considered sensory traits as the most important factor.

The main limitation of this study is the lack of generalization of consumer panels to represent the entire population because they were part of an online research firm.

This study implies that segmenting consumers according to FRL allows detailed analysis of consumer attitudes and behaviors. Using this analysis, the complex consumer pattern can be used as basic data for promoting sugar-reduced beverages.

The purpose of this paper is to ascertain the status of recent Korean four-year college students’ acquisition of vocational qualification certificates (hereinafter “certificates” or “qualifications”), the factors that influence certificate acquisition, and the resulting employment and wage effects.

Regression analysis was conducted on the data from the Graduates Occupational Mobility Survey.

The results showed that females and medicine and education majors had higher rates of vocational qualifications, as did the students in provincial as compared to metropolitan areas and students with high grades. In terms of effects on labor market outcomes, vocational qualifications exert a moderate degree of positive influence on employment rate, wage at the time of initial employment, and current wage (i.e. there is a persistent wage effect).

This study will provide policy implications to decrease youth unemployment in Korea and worldwide as well as to build employment services supporting the acquisition of vocational qualifications across various disciplines.

The purpose of this paper is to investigate and model the process of organizing personal information in digital form in the context of everyday life.

A background survey, a diary study and two interviews were conducted with each of the 18 participants, who are information users in social science academic environments. In particular, the personal information organization process (PIOP) model was developed by tracking and analyzing 143 organization events.

The PIOP model consists of six stages: initiation, identification, temporary categorization, examination/comparison, selection/modification/creation and categorization. This model also shows actions, thoughts and decisions involved in the organization process, and 19 factors that impact the process.

This study introduces a new model that specifically shows the process of organizing personal information. This study advances our understanding of the process and informs the design and development of systems and applications that support personal information management.

The current golden standard for attention deficit hyperactivity disorder (ADHD) diagnosis is clinical diagnosis based on psychiatric interviews and psychological examinations. This is suboptimal, as clinicians are unable to view potential patients in multiple natural settings – a necessary condition for objective diagnosis. The purpose of this paper is to improve the objective diagnosis of ADHD by analyzing a quantified representation of the actions of potential patients in multiple natural environments.

The authors use both virtual reality (VR) and artificial intelligence (AI) to create an objective ADHD diagnostic test. Diagnostic and statistical manual of mental disorders, 5th Edition (DSM-5) and ADHD Rating Scale are used to create a rule-based system of quantifiable VR-observable actions. As a potential patient completes tasks within multiple VR scenes, certain actions trigger an increase in the severity measure of the corresponding ADHD symptom. The resulting severity measures are input to an AI model, which classifies the potential patient as having ADHD in the form inattention, hyperactivity-impulsivity, combined or neither.

The result of this study shows that VR-observed actions can be extracted as quantified data, and classification of this quantified data achieves near-perfect sensitivity and specificity with a 98.3% accuracy rate on a convolutional neural network model.

To the best of the authors’ knowledge, this is the first study to incorporate VR and AI into an objective DSM-5-based ADHD diagnostic test. By including stimulation to the visual, auditory and equilibrium senses and tracking movement and recording voice, we present a method to further the research of objective ADHD diagnosis.

This chapter aims to build a systematization of the current theoretical and empirical academic contributions on smart working (SW) in the organization studies domain and to examine which are the main paths that researchers are concerning themselves with, with specific attention being paid to the new meaning that the work itself has acquired in the model proposed by SW. Particular consideration is devoted to an analysis of the characteristics of the present debate on this construct and the meaning of SW, identifying two different – and contrasting – approaches: one considers it as a totally new concept; the other is notable for its continuity with previous arrangements such as telework. Further, some relevant concepts, strictly related to that of SW in working environments are considered. In the last part of the chapter, some key points for further research are proposed to create stimuli for discussion in the community of organization studies and HRM scholars and among practitioners, given from the perspective of deepening the change in progress, the relevance for which there is general consensus.

This study seeks to explore technology use in a higher education classroom with the focus on tablet computers.

Study participants consisted of 36 undergraduate students from Rutgers University's Information Technology and Informatics major. Data were collected using an online survey, a classroom observation, and a group interview.

The study findings demonstrate unexpected technology uses that can be explained by the characteristics of the student group, the Net generation, namely, their impatient multi‐tasking and opportunistic behaviour. Students used tablet computers to take notes, conduct group activities and interact with the instructor. Students’ preference for typing was found to be a barrier in their adoption of tablet computers.

The findings can help technology developers and educators better understand and optimize their use of computing technology in higher education. Limitations of this study include only one class was studied, and classroom observation probed student behaviors only at selected points in time.

The unique value of the study included: the study was not limited to tablet technology and investigated students’ use of multiple technologies; the study captured student behaviors in an actual learning environment, and the study provides empirical evidence for students’ multi‐tasking in a classroom and for their use of tablet computers for hand writing.

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the investigation of the transformation of Korea’s beauty industry, the authors seek to illustrate the inter-relationship of the market systems and national identification practices.

This study employed the qualitative case study approach to examine the latest development of Korea’s medical tourism. Through analysing a variety of secondary data that associated to the latest development of cosmetic tourism, this paper presents the impact of the transformation and reconfiguration of Korea’s beauty industry on the country’s nation branding strategy and the development of Korea’s soft power in the global marketplace.

The findings highlight how Korea’s new cosmetic tourism industry contributed to the renewal of Korea’s nation brand in the global market. The findings also illustrate the interconnection of the emerging Korean popular cultural products (K-pop and K-beauty) in the regional and global marketplace.

The findings demonstrate the role of market in re-defining a nation’s brand and identity. The findings also illustrate how market-driven strategy influences the development of a nation’s soft power in the regional and/or global marketplace.

The study shows that practitioners can be active agents in nation branding. Through highlighting strategies to develop soft power within and beyond the country boundary, this study shows how market agents, governments and other stakeholders can co-create a market system that transform and reconfigure the nation brand in the global marketplace.

In additional to explore the transformation of the beauty industry in Korea, this paper also presents the history and transformation of the beauty standards in Korea and other Asian cultures. Such dialogue invites marketing and consumer researchers to further explore the role of history and culture in guiding the production and consumption of new (consumption) standards.

This is the first paper that connects the theory of soft power in nation branding and country-of-origin literature. The case analysis of the socio-historical development of K-beauty also demonstrates how non-Western cultural goods enter the international marketplace. In summary, this paper provides new conceptual framework that illustrates a new collaborative mechanism that engages government and practitioners to co-create new cultural norms and standards to the local and international markets.

Individuals’ daily leisure activities undertaken close to home often appear in tourism contexts when individuals are away from home. Previous studies have suggested that such leisure-tourism connection behaviors are enhanced by leisure involvement and leisure habits. However, few studies have examined if such a connection may have variations by life stage and gender. Therefore, this study aims to examine the roles of life stage and gender in consistency between leisure and tourism, in consideration of involvement and habit. The study samples were university graduates (n = 681) who had graduated from a university in the United States and were currently working and university students (n = 706) who were enrolled and taking classes at a university in the United States.

Data were analyzed using descriptive analysis, exploratory factor analysis, t-test, two-way ANOVA and multiple regression analysis.

The findings revealed differences in the effects of leisure involvement and habit factors on the leisure-tourism connection behaviors by life stage and gender. More details are presented in this paper.

This study is the first study to examine the leisure-tourism connection behaviors in consideration of life stage and gender.