• The Journal of the Korea Contents Association
• /
• v.11 no.12
• /
• pp.844-855
• /
• 2011

The purpose of this study is to identify factors on the user's intention of reusing mobile app-based tourism contents and the relationship among those factors. For those purpose, we expanded the existing TAM(Technology Acceptance Model) by introducing the variables such as characteristics of mobile app-based tourism contents, which are context, ubiquitous connectivity, service quality and perceived value as external variables of the TAM. The survey was conducted by users who have previously experienced mobile app-based tourism contents. Structural equation modeling was used to Investigate the relationships between the factors. The results showed that the ubiquitous connectivity and perceived value were found to have a positive impact on both perceived usefulness and perceived ease of use. The perceived usefulness were found to have a positive impact on the attitude. Finally, The attitude were found to have a positive impact on the user's intention of reusing.

• The Journal of the Korea Contents Association
• /
• v.17 no.1
• /
• pp.1-11
• /
• 2017

This research verified that how Health-Consciousness and Enjoyment can have influence on the Technology Acceptance Model(TAM) using Structural Equation Model(SEM) to suggest a Tangible Fitness Game(TFG) acceptance model. First of all, perceived usefulness and ease of use, the core factors of TAM could influence on the intention to use TFG, so the applicability of TAM was confirmed in the context of using TFG. Health-consciousness, defined as some beliefs and interests on the importance of health, was found to have an positive effect on perceived usefulness and have an influence on the intention to use TFG. Enjoyment also influenced on the intention to use through usefulness and ease of use. This research contributes to make elaborate theoretical accounts by verifying some factors influencing on the intention to use TFG using Extended Technology Acceptance Model.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.7
• /
• pp.1100-1110
• /
• 2010

This study investigates the attitude and intention of consumers to use customized golf gloves depending on the Technology Acceptance Model (TAM). TAM consists of perceived ease of use and perceived usefulness. To conduct the quantitative research, we collected data from 182 consumers. SPSS 14.0 was used for statistical analysis. Descriptive statistics, factor analysis, reliability analysis, t-test and path analysis were implemented. The results of this study are as follows. First, the subjects were divided into two groups with one group higher in purchase intention. The difference between the two groups was significant. The higher purchase intention group was higher in the perceived ease of use, perceived usefulness, and positive attitude toward customized golf gloves than the lower purchase intention group. In the lower group, the perceived ease of use and perceived usefulness influenced the intention to use through the attitudes of consumers. On the other hand, in the higher group, the perceived ease of use and perceived usefulness influenced the intention to use directly as well as through the attitude of consumers. Therefore, a different marketing strategy must be designed according to purchase intention in marketing innovative products.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.51-76
• /
• 2014

As the smart phone devices gain popularity, companies no longer consider mobile application marketing as an auxiliary marketing tactic. The branded mobile application (branded app) becomes an important part of marketing strategies. This study is an attempt to investigate antecedents of the use intention of the branded app from the perspective of TAM (Technology Acceptance Model). This study takes a macro perspective in explaining the adoption process by incorporating a set of new, yet promising additional variables into the TAM model such as flow experience, benefits, innovation inclination, and customization features. Data were collected by using a survey research. A total of 270 responses were collected. Questionnaires from 25 individuals were removed from the data set due to the insincere responses, leaving the final sample size of 245. Findings support all but one hypotheses of the study. Both perceived utilitarian benefits and customization features of the branded app were found to have positive influences on the perceived usefulness of the branded app. Also, the innovation inclination and perceived entertainment of branded app users showed positive influences on the perceived ease of use of branded app. In addition, it was shown that the perceived usefulness about the use of the branded app influenced positively the flow experience and the users' attitudes toward branded app. Also, the ease of use perceived by branded app users had positive influences on the perceived usefulness and the user's attitude toward branded app. However, the ease of use of branded app did not have a significant influence on the flow experience among users. Moreover, the flow experience from the use of branded app users influenced positively the user's attitude toward branded app. Finally, the users' attitudes toward branded app had positive influences on their intention to use the branded app. Implications for practitioners and academicians are provided.

• Journal of Korean Society of Forest Science
• /
• v.99 no.3
• /
• pp.368-379
• /
• 2010

u-Park means national parks with environmentally sound information networks and integrated ubiquitous services are available. u-Park is totally managed based on u-IT (Ubiquitous IT Technologies) which provides ubiquitous service through sophisticated resources of national park and establishments. It is necessary in changing the existing park management system into u-IT based u-Park management system that park managers should accept new technology, u-Park management system, and be able to utilize it. The purposes of this research is to analyze managers' acceptance behavior on ubiquitous computing technology. Technology acceptance model (TAM) was introduced to specifies the causal relationships among variables related to managers' technology acceptance behavior. The hypothesized model was tested by surveying 157 managers at 5 national parks in Korea. TAM accounted for 55.2% of the variance in intention to use. The most important finding is that perceived compatibleness was the most influential variable in determining intention to use. This means that u-Park management system should be compatible with manager's task and business style.

• The Journal of Information Systems
• /
• v.21 no.1
• /
• pp.1-17
• /
• 2012

Common Method Bias(CMB) may cause the potential inflation of correlations between measures assessed via the same method. The problem of CMB has been well known in behavioral sciences because the survey method with self-reporting is vulnerable to CMB. Thus, the discussion on CMB is still ongoing in the MIS research in US. However, in Korea, the MIS research has never paid attention on the CMB problem. The purpose of this study is to examine the CMB problem in the Korean MIS research. To evaluate the effect of CMB, empirical studies on Technology Acceptance Model(TAM) are selected because (1) TAM is one of the MIS research areas studied intensively, (2) TAM is a theoretical model well supported by the existing empirical studies so that the result of this study would have a great ripple effect when the CMB problem turned out to be serious, (3) CMB is domain-specific. 47 TAM samples (out of 45 studies) from three Korean Journals were selected and the relevant data were collected such as correlation matrixes and the measures of the dependent variable. To find and evaluate the size of CMB, two analytic methods (Marker-Variable Technique and Method-Method Pair Technique) are employed. The result showed that there exists CMB in the Korean studies but the problem is not so serious to distort the empirical testing, compared with that of US studies. However, considering that CMB can contaminate the testing results, Korean MIS researchers should explicitly deal with the problem in designing empirical studies and collecting data.

• Journal of Digital Convergence
• /
• v.15 no.4
• /
• pp.171-179
• /
• 2017

This study explored an appropriate research model that could explain and predict the spread of fintech, a new financial services in Korea. We reviewed two theoretical frameworks, theory of planned behavior(TPB) and technology acceptance model(TAM), which are frequently cited to explain human behavior and new technology adoption, respectively. Then, we proposed a decomposed theory of planned behavior(DTPB) as a research model and examined the model through PLS path modeling. As a result, every path except PEOU-ATT path in TAM is significant, and the explanatory power toward behavioral intention(R2=0.573) is also significantly greater in the proposed model. Accordingly, the proposed DTPB is appropriate to explain the spread of fintech in Korea. Finally, suggestions for the following studies are discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.6
• /
• pp.969-981
• /
• 2010

This study explains the consumer acceptance of smart clothing using the extended Technology Acceptance Model (TAM); in addition, it compares the difference in the path hypotheses of the perceived group and nonperceived group from the aspect of the extended TAM. A total of 815 copies of questionnaire were collected from a web-based survey in March 2009. Structural equation modeling was used to examine the entire pattern of intercorrelations among the constructs and to test related propositions using an AMOS 5.0 package. The fitness of the extended TAM explains the process of the adaptation of smart clothing. Technology Innovation (TI) and Clothing Involvement (CI) were confirmed as antecedent variables to affect TAM. In the perceived group, Technology Innovation (TI) and Clothing Involvement (CI) showed significant impacts on the Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) while Technology Innovation (TI) did not influence the Perceived Ease of Use (PEOU) in the non-perceived group. Perceived Ease of Use (PEOU) influenced the Perceived Usefulness (PU) and indirectly influenced Attitude (A) through the Perceived Usefulness (PU) in both groups. In addition, Perceived Usefulness (PU) did not influence Acceptance Intention (AI) but indirectly affected Acceptance Intention (AI) through Attitude (A). Therefore, Attitude (A) was found to be an important parameter in the adaptation of smart clothing in both groups. This finding implies that consumers first perceive the usefulness of smart clothing, then take favorable attitudes towards the smart clothing, and finally have the intention to adopt it. Strategies for publishing and informing consumers of the functions of smart clothing and usefulness in life are necessary; in addition, understanding what useful values they expect from the clothing is also crucial.

• Journal of Digital Convergence
• /
• v.17 no.3
• /
• pp.161-168
• /
• 2019

The purpose of this study analyze consumer usage characteristics and product development guide of electronic pen based on TAM theory(Davies, 1989). Research methods apply contents analysis(qualitative research) and Activity/Inactivity analysis of main consumer participation. Research results are as follows. Active consumer indicated 30-49 age, male, office job and research fellow. And they suggested stable power supply system, App connected pen function extension, add the modified pen function, advanced data recognition of pen, advanced take note ability and stable grip feeling of pen, selected line width, synchronization improvement with other smart device and charging function. These result indicated the importance product improvement diffusion factor of early market to main market. The future research of electric pen focused on different product strategy between electric pen and smart device connected electric pen.

• Journal of the Korea Convergence Society
• /
• v.10 no.1
• /
• pp.141-148
• /
• 2019

In this study, the Technology Acceptance Model (TAM) was applied to explore the process of using card news. Card news users are found to be active in searching and selecting appropriate news for themselves, information seeking style and news literacy were established as antecedent variables that can influence card news usage. A survey of 400 university students with experience of using card news was conducted. For statistical analysis, SEM was conducted. The analysis showed that information seeking style significantly affects perceived ease of use (PEU) and that news literacy influences neither PEU nor PU. PEU was found to have a significant effect on PU, and both PEU and PU had a significant effect on recommendation intention.