Prof. Cheol Park, Korea University, South Korea

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Cheol Park (Ph.D. in Business Administration) is a Professor at Korea University, South Korea. He received his B.A. in Economics, M.B.A. and Ph.D. from Seoul National University. He worked for Samsung as assistant manager of global marketing before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, and Mongolia International University. His research interests include marketing in digital environment and sustainable management with creating social value. He has published papers in influential journals such as International Marketing Review, Journal of Business Research, Industrial Marketing Management, and Journal of Interactive Marketing.



Title: Adoption of Autonomous Systems embedded with ambient intelligence in Personal Care of Elderly: The Issue of Technology’s Trustworthiness


Abstract: An autonomous homecare system can ensure independence for elderly people and increase cooperation, social interaction, and adaptation. Widespread diffusion and inclusion of information and communication technology (ICT) in modern equipment since the final decades of the twentieth century has advanced the concept of machine autonomy. As a result, the technological advancements in current years (such as Care robots, emotional companion robots, smart home products, and wearable devices) look like a promising solution to the acute shortage of elderly support/care workers. Our research program focuses on understanding the adoption behavior of the elderly in adopting these technological devices.

In our recent research published in “The Journal of Technological Forecasting & Social Change (2021)” we studied the elderly’s behavioral intention to adopt in terms of their trust in such devices as a replacement of human care/support. Now we focus on how trust and personal characteristics can improve the intent to adopt autonomous systems. Here we study how the psychological resistance factors and trust generating factors affect the technology adoption decisions of elders. The effects of age, gender, income, past employment, and lifestyle, as moderating variables, on the relationship between the independent variables (the psychological resistance factors and trust generating factors) with the dependent variable (technology adoption intention) are also being studied in this research.





Chancellor’s Prof. Vinod Kumar, Carleton University, Canada

Dr. Vinod Kumar is a Chancellor's Professor of Technology and Supply Chain Management of the Sprott School of Business (Director of Sprott School, 1995-2005), Carleton University, Ottawa, Canada. Dr. Kumar has published over 400 articles in refereed journals and proceedings other than publishing dozens of books and monographs; his articles have been cited over 9000 times. He has won several Best Paper Awards in prestigious conferences, Scholarly Achievement Award of Carleton University for the academic years 1985-86 and 1987-88, Research Achievement Award for the year 1993, 2001, 2007 and 2015, and the Graduate Mentoring Award in 2011. Dr. Kumar has widely consulted industry and government. He is co-editor of one, associate-editor of another and on the editorial board of six International Journals. In addition, Dr. Kumar has also served for several years on the Board of Governors and the Senate for Carleton University and on the Board of the Ontario Network of e-Commerce. Dr. Kumar’s research interests are in optimizing performance of operation systems; supply chain sustainability; technology transfer; new product development; technology adoption; e-commerce applications and e-Government. He is on Canadian Who’s Who since last several years. Personal website:




Title: Factors Influencing the Helpfulness of Online Reviews in Global Hotel Industry


Abstract: Online reviews are a trusted source of information and reduce the uncertainty associated with purchasing decisions. For example, 86% of consumers read reviews for local businesses, and potential customers frequently consult online reviews for restaurants, cafes, and accommodation. However, recent research has shown that information overload is a genuine concern due to the rapidly increasing volume of electronic word of mouth (eWOM) information and confusion over conflicting reviews. In this context, potential customers seek those product reviews that are particularly helpful in terms of informing their specific purchase decisions. A helpful review is defined as “a peer-generated product evaluation that facilitates the consumer's purchase decision process". In this context, research on review helpfulness is important because the helpfulness of a review determines how strongly it affects consumer decision making.
This study investigated the effect of review, reviewer, and corporate factor on review helpfulness and the role of the cultural dimension in moderating these relationships. The research model was built upon the theoretical basis of the elaboration likelihood model and information adoption model. To empirically analyze our research model, 10,611 TripAdvisor review data from 9 countries were collected. In addition, the zero-inflated negative binomial model and multilevel analysis were performed in consideration of the data characteristics and level differences. The results show that review depth has a positive effect on review helpfulness, and review ratings and reviewer expertise have a negative effect. As corporate factors, hotel size has a negative effect on review helpfulness. In addition, review ratings, reviewer expertise, and hotel rating show significant differences in the moderating effects of the tendency to uncertainty avoidance and power distance level.