• The Journal of Society for e-Business Studies
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• v.12 no.4
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• pp.53-69
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• 2007

The convergence of telecommunications and broadcasting is representative of many innovative technologies in the digital environment. It has recently been emphasized as an alternative solution to overcome the on-going saturation of the telecommunications and broadcasting markets. Despite this effort, however, growth of the market and its related services cannot reach prior expectations due to lack of understanding on the real user-end. Telecommunications technology used to serve its instrumental purpose and broadcasting services usually support entertainment functions which in themselves have an inherent value. Our research questions what factors influence users' attitude and decision-making when it comes to using telecommunications-broadcasting convergence services. The research model of this paper proposes intrinsic motivator focusing on hedonic value, extrinsic motivator having utilitarian values, and perceived control as internal and external conditions. To verify our model empirically, we selected the DMB technology which is a good example of distinctive telecommunications-broadcasting convergence service.

• Information Systems Review
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• v.11 no.1
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• pp.19-47
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• 2009

Many products today tend to adopt a convergence approach by adding new features or functionalities to the existing products. The convergence, however, results in both positive and negative effects on usage of products, and thus demonstrates the characteristics called "paradox of technology." On the one hand, the added functionalities or features will increase the usefulness of the products. On the other hand, the convergence increases complexity of learning and usage of products and may decrease satisfaction or user evaluations. This study provides an empirical evidence of this paradox through investigation of telematics, one of the exemplary products of convergence services. Our research model is designed to test the existence of the "paradox of technology" and includes variables such as variety of functions, complexity of usage, perceived usefulness, service evaluation, and service fit. The proposed research model and subsequent hypotheses are empirically tested using 149 survey responses from telematics users. We have found that the variety of functions is positively associated with perceived usefulness, but is negatively associated with the complexity of usage. The data analysis reveals that the perceived usefulness has more significant impacts on service evaluation than the complexity of usage does. Furthermore, the strength of causal relationships among these variables is partially moderated by the degree of service fit. This study thus highlights the paradox of technology in explaining user attitudes and beliefs associated with convergence services.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.11 no.12
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• pp.2199-2204
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• 2007

The objective of this study is to get an implication through the application of Technology Acceptance Model (TAM) focused on Mobile Banking Service based on IC Chip. Thus firstly, this study reviewed the related literatures and materials. After this, this parer analyzed this TAM model with covariance structural method to search the factors influencing technology acceptance of Mobile banking service. In conclusion, the proposed model showed that 'innovation factor' influenced 'perceived usefulness' and 'user's acquaintance' influenced 'perceived ease of use'. And this 'perceived usefulness' influenced 'perceived ease of use' and this 'perceived ease of use' influence 'attitude toward use'.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.2
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• pp.63-76
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• 2012

The possibility of successful commercialization of technologically innovative products depends on the degree to which consumers select and utilize the product. Therefore, the research that endeavors to find the usage behavior and the acceptance intention of users of technologically innovative products is a very important quest. This study empirically analyzes the factors that influence commercialization of a technologically innovative product: cloud computing. Existing studies examined acceptance intentions by expanding the TAM model and excluded attitude and usage behavior. This study determined attitude, usage behavior and personal characteristics of consumers to be important influencing factors. The results of the empirical analysis are as follows: First, the self-efficacy of personal characteristics had a significant effect on ease of use and acceptance intention and perceived costs had a significant influence on the factors of perceived usefulness and perceived ease of use. Second, research on the systematic characteristics of cloud computing confirmed that security was an important factor affecting acceptance intention while innovativeness was critical to ease of use. Third, of the usage characteristics among users of technologically innovative products, perceived usefulness had an effect on the acceptance and usage behavior of cloud computing, and perceived ease of use had an important influence on perceived usefulness. Currently, when cloud computing services have not yet become widespread to the public, this study proposed meaningful results for policy direction and commercialization strategies by revealing variables that influence acceptance and usage behavior.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.2
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• pp.153-169
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• 2020

A new way of shopping based on virtual assistant, so called voice shopping, is drawing attention. The voice shopping market is growing around the world, and Korea is on the verge of full-scale commercialization of this new shopping. For the development of voice shopping-related industries, it is necessary to research on specific issues related to this new shopping methods, such as the quality of services, efficient processes tailored to new ways, and ways to build customer relationships. As part of such an attempt, the study seeks to determine the factors that affect consumers' perception and attitudes toward voice shopping. The study conducted the analysis based on survey response data of 171 online shopping users. In addition to the typical factors of the technology acceptability model(TAM) such as perceived usefulness and ease of use, the impact of perceived playfulness was included for analyzing the intention on the acceptance of voice shopping. In particular, this study focuses on the impact of user attributes. For the spread of voice shopping, it is necessary to set up a valid target customer and understand users for establishing an effective customer relationship. Therefore, this study tries to analyze how the perceptions on the voice shopping(perceived usefulness, ease of use, and perceived playfulness) are affected by users' attributes, such as user innovativeness and user knowledge level. The result of analysis shows that user innovativeness have a positive relationship with all of perceived usefulness, ease of use, and perceived playfulness. The user knowledge base, however, was not significant to all these three variables. The user knowledge base is shown to have a positive effect on user innovativeness which is the source of positively significant factor for the variable of the perceptions on the voice shopping. Meanwhile, among the variables of extended technology acceptance model, perceived usefulness and perceived playfulness have positive effects on the acceptance of voice shopping, while ease of use has no significant impact on the voice shopping acceptance. Ease of use has a positive relationship with perceived usefulness and playfulness. This study is meaningful in providing implications on the development of voice shopping platforms and related services, and establishment of customer relationship.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.220-229
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• 2011

The present research integrates the core aspects of anger with the theory of planned behavior to investigate factors influencing online activism in a Web site. This study conducted online survey, and the sample was members who joined the V4400 Sobi-ja-heem Web site. The Web site Sobi-ja-heem was initiated by a consumer who was irritated at the cell phone manufacturer Samsung Inc. because its model, "Anycall" had major product defects such as the malfunction of the camcorder, poor tone quality, fuzziness of the screen, and broken text messages. The findings suggests that adding anger in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory in predicting an intention to participate in activities to correct the issue, which indicates the possibility of combining emotion and the TPB in the prediction of online activism.

• Journal of Korea Multimedia Society
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• v.7 no.4
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• pp.484-495
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• 2004

In this paper appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' loyalty, word of mouth and flow, and the impacts of several other key game-related constructs on consumer behavioral intentions. A conceptual framework is proposed and a structural equation model is developed. This paper develops the exploratory LISREL model for identifying the factors affecting the players' loyalty for some specific brand of online games. The concept of flow, feedback, challenge, etc, are all introduced into the model, as the independent variables affecting the loyalty directly and indirectly. Statistical results show that depending upon the types of games, the configuration of structural equation model is a little different from each other, but overall results are very much intuitive in that challenge positively enforces flow, and flow strengthens loyalty. Other interesting results concerning game development strategy are also provided. It is hoped that this result might provide the useful guidelines for developing the successful online game contents. With a better understanding of the players' behavioral intentions, online game developers should be able to make adjustments in their development and marketing plans, providing them with a sustainable advantage over their competition.

• Information Systems Review
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• v.9 no.1
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• pp.1-21
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• 2007

This research investigates the determinants of consumer's acceptance for the mobile Ads. Based on TAM(Technology Acceptance Model) and Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. For examining an implied relationships by this research model, a field study using survey methodology for data collection was conducted. 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. After some model modification according to model generating strategy approach, this study shows that entertainment, irritation, credibility and flow experience have significant effects on the attitudes. And also, this attitudes have acceptance intention in mobile Ads. In conclusion, implications are discussed along with limitations and further research direction.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.53-62
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• 2021

Distance learning (DL) has become a major issue in the educational field with the spread of COVID-19. In order to enhance the satisfaction of DL learners, efforts to cultivate learners' competencies, as well as investment to build IT infrastructure, and activities to support high-quality content provision should be comprehensively considered. Based on a survey of 221 college students, this study verified that digital literacy (knowledge, skill, and mind) and information systems success factors (system, information, and service quality) all positively affect DL satisfaction, in turn, which positively influences on DL continuance. This study is meaningful in that it comprehensively considered learner's ability and IT infrastructure and analyzed the effect on the satisfaction and intention of continuous use of DL. In the future, it is necessary to expand the target of not only college students but also elementary and secondary students and instructors, and to further consider interaction, which is a major factor in the distance learning process.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.4
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• pp.67-79
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• 2013

A meta-analysis is a statistical literature synthesis method that provides the opportunity to view the research context by combining and analyzing the quantitative results of many empirical studies. The technology acceptance model (TAM) has been the subjects of a great deal of MIS research in the last two decades and now also has been continuously studied. Recently, the convergence of knowledge information society and information telecommunication technologies has a rapid impact on politics, economics and various fields. The biggest issue in the information communication and information systems fields is smart. Therefore, we conducted a meta-analysis research on the behavioral intention of smart phone users based on technology acceptance model. Also, this study was targeted a total of 50 research papers that are setting up the causal relationship in TAM among the research papers published in domestic academic journals since 2005. The result of the meta analysis, showed that the effect size was 0.48 in the path from perceived usefulness to behavioral intention, it showed that the effect size was 0.46 in the path from perceived ease of use to behavioral intention. And, it showed that the effect size was 0.46 in the path from perceived ease of use to perceived usefulness. Also, it showed that the effect size was 0.61 in the path from attitude to behavioral intention. Based on the results, it was discussed the difference through comparative analysis with previous research.