• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.12
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• pp.287-297
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• 2019

Responding to the rapid delivery demands and variety of small-volume products through human resource-dependent logistics operations in online markets is difficult. Logistics robots in fulfillment centers are expected to increase due to difficulties in hiring workers and rising labor costs. Amazon operates more than 100,000 robots in its Fulfillment centers. Alibaba, DHL, and UPS are also introducing robot technology to improve the logistics efficiency. Logistics robots are being used actively in the fierce online market competition of the global distribution industry. On the other hand, Korea is relatively sluggish. To revitalize the introduction of logistics robots in Korea, it is necessary to examine the factors that influence acceptance. The description of acceptability was based on an expanded technology acceptance model that has been verified through various studies. Studies have shown that both the ease and usefulness of purchasing have significant effects, and that ease has the greatest effect. The more experience involved, the more innovative, the more positive. The usefulness was shown to be positive as the perceived risks are low, price efficiency is good, and social impact is greater. This study provides theoretical and practical implications for logistics robot development and marketing.

• Journal of Service Research and Studies
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• v.10 no.1
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• pp.97-107
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• 2020

The purpose of this study is to demonstrate the effect of customer acceptance of servicescape on customer satisfaction focusing in theme park service. In particular, the degree of usefulness and ease of use perceived for servicescape will ultimately have the impact on customer satisfaction through the process of service co-creation and shared values creation. In order to demonstrate this structural influence relationship, a survey of 247 undergraduate and graduate students taking service management course was conducted. The customer's acceptance of the servicescape affects the co-creation activities of the service. It creates value and contributes to the improvement of satisfaction. Looking at the results of this study in detail, it is necessary to take into consideration the usefulness of the theme park employees' clothes and symbols, etc. in servicescape, and the convenience of the facility itself is important. This servicescape reveals that customers should be comfortable with the use of real-time information on the site and that customer satisfaction can be improved by creating new shared value. This study has been limited to the theme park service which has a large-scale service field and the distribution status of many customers in real time, so it is limited to apply to the other services with detail reinterpreting.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.4
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• pp.157-173
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• 2019

Due to the fact that cognitive authority influences an individual's thoughts so that a given information is perceived as appropriate, people evaluate information based on their cognitive authority. The purpose of the present study is to examine the perception of the cognitive authority of online information sources used by college students to carry out their academic tasks, and to determine whether such perceptions affect the quality assessment of information sources, such as webpages, e-journals, and Wikipedia,. Specifically, we measured how cognitive authority, which were formed by the author, the surface, and the content of an information source influenced its accuracy, usefulness, completeness, and expertise. For this purpose, online surveys were conducted with college students, and 172 valid responses were obtained. Findings indicated that all the characteristics that formed the cognitive authority of an information source had significant impacts on its accuracy, usefulness, completeness, and expertise. The study suggests academic implications that confirm the associations between cognitive authority and credibility of information in the context of online information sources. Furthermore, the study provides practical implications that system developers or operators of information sources need to consider diverse factors that affect their cognitive authority to promote users' trust on the information that they deliver.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.35-44
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• 2019

Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.149-162
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• 2020

This paper applied components of experience-based communication in terms of experience theory of Burnd H. Schmitt and context-based communication in the messenger platform environment through the scenario-based survey method, in order to study the influence of individual experiences, shared experiences, ubiquitous connectivity, and contextual usefulness on the perceived value and use intention of chatbot. Through this, the study is to provide companies in various service industries with practical approaches to further promote the use of chatbot. The implications of this study are as follows. First, as most chatbots still do not exceed the human planning level of designing them, it is necessary to consider how to design individual experience elements functionally according to the customer's intention to speak when developing the chatbot. Second, the chatbot should be designed not only from the perspective of completing specific tasks at any real time in anywhere, but also from the overall perspective of enhancing the quality of interaction, including the situation to which the customer belongs. Third, since the chatbot is likely to be anthropomorphized by users, it is important to be cautious about determining the chatbot's 'persona' and 'tone and manner' when developing the chatbot. Customer satisfaction is the most important criterion for the success of chatbot development. In other words, the quality of planning and data rather than the quality of artificial intelligence algorithms determines the utilization of chatbot. This is why companies are trying to make interactions with chatbot as close as possible to human interactions.

• 지역과문화
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• v.8 no.2
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• pp.49-68
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• 2021

The pandemic of COVID-19 also affected performing arts business and stimulated 'Untact' performances, which means online streaming of the shows including real-time streaming. This study sought to examine factors to the consumers' acceptance. The research framework was based on the VAM, a revised model of TAM for the ICT products and services. For the research, consumer survey was conducted, where ndependent variables are perceived usefulness, pleasure, technicalty and innovation resistance, and dependent variables are percieved value and acceptance. Smart PLS was used to test the hypothesis. The result shows that the significant factors were percieved usefulness(+), pleasure(+) and innovation resistance(-). The percieved technicalty was not significant, the major reason would be that the digital devices and the internet technology are percieved a commodity these days in Korea. Percieved value was significant factor to acceptance. This study is meaningful because it is about the new phenomenon of 'untact' performance through the VAM methodology and it examined the significant factors to the attitude from the perspective of benefits and costs. There is limit that this study didn't consider old peoples' attitude. It is the reason that the continuous researches are necessary.

• Journal of Internet of Things and Convergence
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• v.10 no.2
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• pp.137-148
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• 2024

The purpose of this study is to determine how the use of retailtech technology affects consumers' purchase intention. Furthermore, this study aims to investigate the mediating effects of technology usefulness and ease of use on this influence relationship and whether experiential marketing moderates consumers' purchase intention. The survey was conducted from August 1, 2023 to September 30, 2023, and a total of 257 people participated in the study. For statistical analysis, hierarchical regression analysis, three-stage mediation regression analysis, and hierarchical three-stage controlled regression analysis were conducted to test the hypothesis. The results of the study are as follows. First, it was confirmed that big data-AI utilization, mobile-SNS utilization, live commerce utilization, and IoT utilization affect purchase intention in retail technology utilization. Second, technology usefulness has a mediating effect on IoT utilization, mobile-SNS utilization, and big data-AI utilization. Third, perceived ease of use of technology mediated the effects of IoT utilization, mobile-SNS utilization, live-commerce utilization, and big data-AI utilization. Fourth, escapist experience has a moderating effect on mobile SNS utilization and live commerce utilization. Fifth, esthetic experience has a moderating effect on mobile-SNS utilization and big data-AI utilization. Through this study, we hope that the domestic distribution industry will contribute to national competitiveness by securing the competitive advantage of companies by utilizing new technologies in entering the global market.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.300-314
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• 2018

This study, expending the existing concept of hostile media perception to biased media perception, empirically examined the effects of TV audience's political disposition(liberal, neutral, conservative) and broadcasting company's political disposition perceived by the audience(liberal, neutral, conservative) on evaluations of the broadcasting channel(interestedness, diversity, creativity, reliability, usefulness, fairness, public interest). With the nationwide online survey data from 624 adult audiences, a broadcasting company evaluated as the most neutral in political disposition at the moments of data gathering was selected and respondents' evaluations of the broadcasting channel were analyzed in a two-way factorial multiple analysis of covariance(MANCOVA). The results showed that the perceived political disposition of the broadcasting company affects audiences' evaluations of the channel while audiences' their own political dispositions do not. In addition, due to the interaction effects between audience's and broadcasting company's political dispositions, congruency in political dispositions led to positive evaluations(congenial media perceptions) while incongruency led to negative ones(hostile media perceptions). Based on these results, theoretical and empirical implications were discussed in terms of the formation of attitudes toward TV broadcasting channels.

• Journal of Korean Society of Archives and Records Management
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• v.12 no.1
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• pp.167-187
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• 2012

This study investigated the perception and experience of users who visited in Seoul office of the National Archives, a branch of the National Archives of Korea(NAK). For collecting data, the study utilized the Researcher Survey Toolkit developed by Archival Metrics Project and revised the questionnaire to reflect services of NAK. Questionnaires completed by 47 users were collected and analyzed, and interviews with one survey respondent and two staff were performed. It was found that the purpose of the visit is mostly to identify records that prove land ownership of users' ancestors. Types of records frequently used were also those concerning lands and forests. User feedback on the staff was generally positive, and users perceived them to be helpful and kind. However, there was an opinion that the staff did not provide accurate information about whether NAK hold records that the user wanted to find. The staff also said that it was challenging to confirm where requested records are located when providing services for users. User evaluation on the usefulness and the ease of use of NAK portal services was not very positive, and it was perceived to be very inconvenient to search in the portal. Overall, users were satisfied with the services of NAK, although some users suggested that services need be provided efficiently, and NAK must clarify the criteria for the non-disclosure of public records.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.347-356
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• 2020

The purpose of this study was to identify the intention to use of virtual reality-based cognitive training system for the elderly residing in community based on extended technology acceptance model. The data were collected 100 elderly residing in community from January 2 to January 31, 2020. As a result, the influence the intent to use a virtual reality-based cognitive training system for the elderly is social influence, perceived usefulness, perceived enjoyment, age. The explaining 54.4% of the variance, it is considered that technology development these factors will be necessary for elderly in the community to promote the intent to use of virtual reality-based cognitive training systems. This study is meaningful in that it has identified the degree of intent to use and influencing factors of virtual reality devices for the elderly in the community. This study could be used as basic data for the development of technologies for virtual reality-based cognitive training systems in the future.