• Journal of Agricultural Extension & Community Development
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• v.21 no.2
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• pp.29-56
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• 2014

This study conduct for 200 farmhouses who didn't accept new technology like mulberry Protected Cultivation. Through research model combined Innovation diffusion theory(IDT) and Technology Acceptance Model(TAM), it analysed which factors affect for new technology acceptance and diffusion. To verify relations between external factors which affect new technology acceptance and diffusion by endogenous variables such as perceived usefulness, perceived ease of use and perceived riskiness, with external factors, mothed used to analyse it. Most of adopted variables were showed positive results except for individual innovativeness and reliability. Based on the results of these analyses, we can suggest rapid. First, technique diffusion agents should have heighten the level of expertise and technology, and build up the network to solve difficulties with technique supply with mulberry farmhouses. Secondly farmhouses of mulberry outdoor cultivation showed positive attitude protected cultivation, but negative attitude it bacause of the burden of facilities investment. Thus, it is needed to capital investment for individual farmhouse hold. Finally, through cultivation technology education, field trip about mulberry protected cultivation, we can diffuse technology receive for negative farmers.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.19 no.1
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• pp.17-31
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• 2020

In this study, a study was conducted to analyze the factors affecting the acceptability for autonomous vehicles. The previous studies were reviewed to sturdy the acceptance factors and The PLS Structral equation model was used to analyze the acceptance factors. While the existing research focused on technical safety, this study comprehensively analyze safety, convenience, economy, environment, and ethical factors. The PLS model was analyzed to significant the factors that affect the acceptability for autonomous vehicles in the order of safety, economy, convenience and environment.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.265-274
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• 2021

This study empirically analyzed the users' experiences with the Netflix thumbnail curation based on the Technology Acceptance Model(TAM). According to the correlation analysis results, the higher the dependence on the thumbnails, the higher the satisfaction with the thumbnail curation. Both Perceived Informational Usefulness(PIU) and Perceived Ease of Use(PEOU) had correlations with the degree of satisfaction with the thumbnail curation. In particular, the factors of relevance in PEOU had the greatest impact on the degree of satisfaction and this result proved that the suitability factors of the thumbnails had significant correlations with the degree of satisfaction. The degree of satisfaction with the thumbnail curation also positively correlated with Netflix's overall degree of satisfaction and behavioral intention to use the Netflix. This study demonstrated the suitability of the TAM as a UX evaluation tool for the Netflix thumbnail curation.

• Journal of Internet Computing and Services
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• v.23 no.3
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• pp.77-85
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• 2022

Unlike previous studies that focused on the diversity of YouTube content, this study tried to identify factors affecting users' satisfaction with the YouTube recommendation system. Specifically, by adding content preference suitability and privacy concerns to the technology acceptance model, we empirically analyzed how these variables affect user's satisfaction of the YouTube AI recommendation system. For this purpose, asurvey was conducted on college students in their 20s and 30s, and the main research results are as follows. First, in the respondents of this study, playfulness and usefulness, which are major variables of the technology acceptance model, appeared as significant factors affecting the satisfaction of the YouTube AI recommendation system, whereas the effect of ease to use was not found. Second, content preference suitability was found to affect the satisfaction with AI recommendation system, but privacy concerns did not affect the satisfaction with YouTube AI recommendation system. Based on these research results, the implications of the study and the directions for future studies were suggested.

• The Journal of Korean Association of Computer Education
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• v.10 no.1
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• pp.77-88
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• 2007

More flexible learning models are needed, and learning environments that operate through mobile technologies such as portable multimedia players(PMP) provide useful tools in implementing these learning models. The main attractant of PMP is often their versatility: being able to load and play different formats of video, audio, digital images, and interactive media. In this paper, we investigate the factors influencing the usage and acceptance of the PMP for study, based on the extended version of the Technology Acceptance Model (TAM). Based on data collected from online survey, we show that perceived usefulness, perceived ease of use, flow and perceived enjoyment are the major determinants for users to play PMP for study purpose. Factors, including ease of use, contents-credibility are shown to determine the level of perceived usefulness; additionally, perceived usefulness, ease of use and perceived enjoyment are shown to directly affect the level of flow. Based upon the statistical results, some useful guidelines for developing learning contents are also provided.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.105-110
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• 2016

As smart devices have proliferated and network speed and accessibility of mobile have accelerated, mobile cloud services that can do the same tasks by various devices are promoted. This paper explores the analysis of use intention of mobile cloud services and influencing factors. We develop and apply a convergence technology acceptance model which combines TAM, VAM and UTAUT. The proposed model verifies some hypotheses to aware the significant factors of use intention of mobile cloud services with TAM, VAM and UTAUT including additional mobile cloud service characteristics such as mobility, high availability, easy accessibility and scalability. Eventually, this research can not only help users gain insights into mobile cloud service use intention, but also help mobile cloud service providers to develop more effective mobile cloud service and their business strategy in the future.

• Journal of Korea Society of Industrial Information Systems
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• v.14 no.5
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• pp.209-225
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• 2009

This research has been studied to analyze affecting factors for the consumer's acceptance to mobile advertisement by worldwide survey into mobile users of Korea, U.S. and Japan. Based on TAM & Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. And our research collects data from common consumers & students of each countries to try comparative study with mobile users who has different scope & environment of markets. This data was analyzed based on using AMOS, the structural equation modeling and a second-generation multi variant technique, and has gained distinct advantages over other technique.

• Journal of Internet Computing and Services
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• v.11 no.3
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• pp.105-119
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• 2010

The purpose of this study is to examine diverse factors influencing the adoption of IPTV services and relationships among them. To achieve the purpose, this study modified and applied the established theory of the Extended Technology Acceptance Model(ETAM) incorporating socio-cultural factor, flow experience and perceived behavioral control as related constructs. The suggested model was empirically tested through the structural equation modeling approach. The results are as follows: First, the socio-cultural factor and the perceived behavioral control have significant direct influences on the adoption of IPTV services. Second, the flow experience does not have a significant indirect influence mediated by the attitude toward IPTV services. Third, the socio-cultural factor has the significant relationships with the perceived usefulness and the perceived ease of use. Finally, the flow experience was influenced by the perceived usefulness and the perceived ease of use.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.21 no.11
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• pp.2076-2082
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• 2017

Users of Smartphone in Korea are using the majority of the economically active population over 99% and experts have seen that they have reached saturation after the initial formation stages. The purpose of this study is to investigate the influencing factors of dominant design attributes on the intention of continuous use of Smartphone users. Predictor factors were selected perceived usefulness and perceived ease of use suggested on extended the technology acceptance model. The concept model was completed by selecting the dominant design attribute as a mediator. Participants of this study were 135 Smartphone users in Busan Gyeongnam and Iksan Jeonbuk province in accordance with convenience sampling. IBM SPSS Statistics 19 were employed for descriptive statistics, Smart PLS (partial least squares) was employed for confirmatory factor analysis and path analysis of casual relationship among variables. Therefore, when moderating mediated factor of dominant design and attitude, factor of continuous usage intention showed 76% explanatory power.

• 한국벤처창업학회:학술대회논문집
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• 2024.04a
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• pp.75-79
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• 2024

생성형AI(Generative AI, GenAI) 서비스는 단순/반복적인 업무를 자동화하고, 많은 일자리의 생산성 향상에 도음을 주어 전반적으로 기존 일자리 감소에 영향을 줄 것이다. 반면에 높은 수준의 생성형AI 기술을 낮은 비용으로 활용할 수 있게 하고, 예술, 게임, 미디어 산업 등 창작 영역과 플랫폼 기반의 서비스 출시에 도움을 주어, 창조적 아이디어에 기반한 소수의 인원이 참여하는 1인 창조기업에서 새로운 일자리 창출에 긍정적인 영향을 줄 것이다. 본 연구의 목적은 1인 지식 창업자라고 할 수 있는 컨설턴트, 강사들이 생성형AI의 강점인 창의성을 활용하여 업무 효율을 높이는 데 적극적으로 활용할 수 있도록 생성형AI 서비스 특성이 지속이용의도에 미치는 영향을 분석하는데 있다. 본 연구에서는 기술수용모델(TAM)을 활용하여 생성형AI의 서비스 특성인 효율성, 창의성, 의인화, 개인화 및 자율성이 지속이용의도에 미치는 영향에 관한 연구를 인지된 유용성과 인지된 이용 용이성을 중심으로 진행하였다. 따라서 본 연구에서는 생성형AI의 서비스 특성이 인지된 유용성과 인지된 이용 용이성을 증진하고, 인지된 유용성과 인지된 이용 용이성이 지속 이용의도에 영향을 미칠 것이라는 인과적 경로를 검증하고자 한다. 1인 창업자가 외부의 도움없이 지속적으로 높은 수준의 업무효율를 유지할 수 있게 도움이 되는 지속사용의도를 종속변수로 설정하여 본 연구를 진행하였다.