• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.35-52
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• 2023

Recently, as the non-face-to-face environment has developed due to COVID-19 and environmental pollution, the importance of online digital healthcare is increasing, and venture start-ups and activities such as health care, telemedicine, and digital treatments are also actively underway. This study conducted the impact on the acceptability of digital healthcare smartwatches with an integrated approach of the expanded integrated technology acceptance model (UTAUT2) and the behavioral inference model (BRT). The most advanced integrated technology acceptance model for innovative technology acceptance research was used to identify major factors such as utility expectations, social effects, convenience, price barriers, lack of alternatives, and behavioral intentions. For the study, about 410 responses from ordinary people in their teens to 60s across the country were collected, and based on this, the hypothesis was verified using structural equations after testing reliability and validity of the data. SPSS 23 and AMOS 23 were used for research analysis. Studies have shown that personal innovation has a significant impact on the reasons for acceptance (use value, social impact, convenience of use), attitude, and non-use (price barriers, lack of alternatives, and barriers to use). These results are the same as the results of previous studies that confirmed the influence of the main value of innovative ICT on user acceptance intention. In addition, the reason for acceptance had a significant effect on attitude, but the effect of the reason for non-acceptance was not significant. It can be analyzed that consumers are interested in new ICT products and new services, but purchase them more carefully and selectively. This study has evolved from the acceptance analysis of general-purpose consumer innovation technology to the acceptance analysis of consumer value in smartwatch digital healthcare, which is a new and important area in the future. Industrially, it can contribute to the product's purchase and marketing. It is hoped that this study will contribute to increasing research in the digital healthcare sector, which will play an important role in our lives in the future, and that it will develop into in-depth factors that are more suitable for consumer value through integrated approach models and integrated analysis of consumer acceptance and non-acceptance.

• Management & Information Systems Review
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• v.35 no.2
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• pp.167-183
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• 2016

This study has recognized easy payment service as one of the new types of application of information and communication technologies and proposed a modified acceptance intention model by adding perceived risk factor based on the unified theory of acceptance and use of technology(UTAUT) and then explored those variables that effect the acceptance intention of consumers. The results of this study can be summarized as the followings. First, expectation on the efforts, social impact have positive effect on the acceptance intention and perceived risk has negative effect on the acceptance intention but expectation on the efforts and promotion condition were found to have no effect on the acceptance intention. Second, among the factors suggested, social impact was found to have more effect of causing the acceptance intention of users than expectation on the efforts and perceived risk. Third, it was found that there is a significant association between the acceptance intention and use behavior of users of easy payment service. This means that, as was reviewed in the preceding researches, the acceptance intention affects actual acceptance behavior of users either directly or indirectly. Fourth, even though innovation resistance has regulation effect on the relationship between expectation on efforts or social impact and acceptance intention, it was found to have no regulation effect on the relationship between perceived risk and acceptance intention.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.523-535
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• 2017

Despite consumers' increasing awareness and interests in innovative wearable devices, the sales growth has been stagnant. To analyze this phenomenon, we investigate consumer preferences for various innovative features embedded in wearable devices. Conducting conjoint analysis on smartwatches, we empirically show that the curse of innovation can occur when the consumer's expected utility from the smartwatch falls short of his/her psychological cost associated with behavior change from smartwatch usage. Therefore, our findings provide managerial implications on the R&D strategy for new technologies and more importantly on the marketing strategy easing consumers' resistance to highly innovative products.

• Journal of Korea Entertainment Industry Association
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• v.13 no.1
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• pp.35-46
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• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.

• Asia Marketing Journal
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• v.7 no.2
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• pp.47-69
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• 2005

With the explosive growth of mobile products industry, tons of newer versions of products are putting on the market. From the marketer's perspective, understanding consumers' replacement purchases, especially the replacement timing, is essential to product planning and selling. This study presents an approach to finding out factors influencing the timing of buyers' replacement purchases of cell phones, using duration analysis; a hazard function specification is applied to describe consumers' replacement timing decision. Based on the data collected from a mobile telecommunication company, five categories of factors have been inspected. These are consumer's innovative service usage, data service usage, voice service usage, participation in loyalty programs, and the demographic characteristics. The results of the study are as follows. Firstly, the positive coefficient of 'the number of related services used' suggests that the consumers who have more usage knowledge tend to replace faster. Secondly, customers participating in the membership service are positively associated with early replacement purchases. Lastly, younger customers(vs. older) and male(vs. female) customers turned out to replace cell phones earlier.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.918-940
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• 2021

In this study, the concept of eXtended Reality Devices(XR) is defined, how it is applied by industry and how it will develop in the future, and based on the expanded integrated technology acceptance theory and innovation resistance, We tried to confirm through empirical analysis how the influencing variables affect. We carry out the analysis of the hypotheses using PLS Structural Equation Modeling. According to the empirical analysis results, this study confirms that innovativeness has a significant effect on UTAUT2's acceptance variables(performance expectation, effort expectation, hedonic motivation, price value) for XR devices, and these variables affect attitudes and acceptance of XR. and the pace of change of XR has a significant effect on perceived risk, and the perceived risk perceived by consumers mediates the pace of change and innovation resistance, and has a significant effect on innovation resistance. and innovation resistance to XR devices had a significant negative effect on acceptance. This study has its meaning because it found out that it deals expansively and comprehensively with personal innovation, the UTAUT2's acceptance variables, and the effects of perceived risk factors mediating the pace of change and resistance to innovation. In addition, it suggests that in order for innovative technologies such as XR to advance to the stage of market expansion, it is important to present strategies to reduce resistance to new technologies as much as the value to be provided to consumers.

• Journal of Service Research and Studies
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• v.11 no.3
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• pp.98-116
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• 2021

With the advent of the era of the 4th industrial revolution, various factors such as economy, management, and culture are changing in modern society, unlike in the past. Among them, the main characteristic of management is the change from intangible goods to tangible goods, and companies are trying to pursue innovation such as introducing a new management method, converting from manufacturing to service, and expanding technology. However, with regard to human resources, which is becoming the most important for sustainable value creation in a changing era, efforts to enable practical innovation are lacking as they are still in a simple transition. Therefore, in this study, after recognizing the importance of human resources, we verified the relationship between the elements of the human resource in the service economy era according to organizational culture and organizational structure. The relationship between organizational culture and organizational structure by type was verified using the items of human resources, we verified the relationship between the elements of the human resource in the service economy era that were derived and verified in recent research. As a result, there were some significant differences in the image of human resources, we verified the relationship between the elements of the human resource by organizational culture and type of organization, but when the two factors were combined and interpreted, it was found that all of the human resources, we verified the relationship between the elements of the human resource in the service economy era were necessary. However, in order to overcome the limitation that the indicators of this study were limited, it is necessary to continue research through samples that consider various factors in the future and systematic classification by type of organization and industry by industry.

• Journal of Korea Technology Innovation Society
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• v.9 no.4
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• pp.627-653
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• 2006

The purpose of this study lies in understanding how the spectrum assigned for each mobile operator affects the consumers of mobile service. For this purpose, we have observed the change of path coefficient in the structural equation, using control variables. However, the structure of the mobile service market in Korea has become fixed. Considering this tendency and the conclusion of this study, the 'lock-in effect' occurs seriously in the mobile service market in Korea. It can be explained by the fact that CS(Customer Satisfaction) of the cellular subscribers little affects customer loyalty but the market dominance of the cellular service in the actual market has continued for a long time. In this study, we figured out a strong prejudice about call quality, which is caused by spectrum difference among competitors. Cellular subscribers tends to believe that call quality of their cellular service is better than that of PCS. In addition, we found that PCS operators can catch customer's retention by investment into network in order to increase call quality.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.11a
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• pp.112-119
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• 2006

본 논문은 디지털홈서비스의 실제 이용자들에 대한 실증분석을 통해 수용에 영향을 미치는 요인들을 밝히기 위한 연구이다. 디지털홈서비스의 특성에 맞게 기술수용모형 (TAM) 을 확장. 수정된 연구모형을 개발, 가설을 설정하여 분석하였다. 외부변수로 이용자의 특성을 채택하였으며, 디지털홈서비스가 가정 내 기술임을 고려하여 신념변수로 ‘지각된 이용용이성’과 ‘지각된 즐거움’ 외에 ‘지각된 편의성’, ‘지각된 안전성’, ‘지각된 삶의 질 향상’이라는 변수를 추가하였고 종속변수로는 ‘이용행동’을 설정하였다. 205명의 실제 이용자를 대상으로 한 설문조사 중 201개의 유효표본을 분석하였고, 신뢰성과 타당성 모두 통계적으로 적합한 것으로 나타났다. AMOS 4를 이용한 구조방정식 모형분석을 통해 24개의 가설검증 결과, 13개의 가설이 채택되었다. 이용자 개인의 특성 중 경험과 교육훈련은 지각된 이용용이성에 정(+)의 영향을 미쳤으며 혁신성은 지각된 즐거움, 지각된 편의성, 지각된 안전성, 지각된 삶의 질 향상에 대하여 정(+)의 영향을 미치고 있었다. 또한 지각된 이용용이성이 다른 신념변수인 지각된 즐거움, 지각된 편의성, 지각된 안정성, 지각된 삶의 질 향상에 정의 영향을 미치고 있었다. 종속변수인 이용행동에는 지각된 즐거움과 지각된 편의성, 지각된 삶의 질 향상이 긍정적인 영향을 미치나, 지각된 이용용이성과 지각된 안전성은 영향을 미치지 않았다. 가정에서 쉽게 이용할 수 있다는 것만으로는 적극적인 이용 행동을 기대할 수 없으며, 즐거움 및 실용적인 효익들의 제공 및 이를 위한 다양한 컨텐츠와 프로그램 개발 등이 매우 중요하다는 것을 시사하고 있다.수십억원의 추가적인 이익을 실현할 것으로 분석되었다. 본 알고리즘을 확장 적용할 경우 PBUC 문제 해결을 위한 새로운 해법으로도 그 효용성이 클 것으로 예상된다.자료이기 때문에 통계적 활용의 범위가 방대하다. 특히 개인, 가구, 사업체 등 사회 활동의 주체들이 어떻게 변화하는지를 추적할 수 있는 자료를 생산함으로써 다양한 인과적 통계분석을 할 수 있다. 행정자료를 활용한 인구센서스의 이러한 특징은 국가의 교육정책, 노동정책, 복지정책 등 다양한 정책을 정확한 자료를 근거로 수립할 수 있는 기반을 제공한다(Gaasemyr, 1999). 이와 더불어 행정자료 기반의 인구센서스는 비용이 적게 드는 장점이 있다. 예를 들어 덴마크나 핀란드에서는 조사로 자료를 생산하던 때의 1/20 정도 비용으로 행정자료로 인구센서스의 모든 자료를 생산하고 있다. 특히, 최근 모든 행정자료들이 정보통신기술에 의해 데이터베이스 형태로 바뀌고, 인터넷을 근간으로 한 컴퓨터네트워크가 발달함에 따라 각 부처별로 행정을 위해 축적한 자료를 정보통신기술로 연계${cdot}$통합하면 막대한 조사비용을 들이지 않더라도 인구센서스자료를 적은 비용으로 생산할 수 있는 근간이 마련되었다. 이렇듯 행정자료 기반의 인구센서스가 많은 장점을 가졌지만, 그렇다고 모든 국가가 당장 행정자료로 인구센서스를 대체할 수 있는 것은 아니다. 행정자료로 인구센서스통계를 생산하기 위해서는 각 행정부서별로 사용하는 행정자료들을 연계${cdot}$통합할 수 있도록 국가사회전반에 걸쳐 행정 체제가 갖추어져야 하기 때문이다. 특히 모든 국민 개개인에 관한 기본정보, 개인들이 거주하며

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2006.06a
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• pp.130-137
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• 2006

본 논문은 디지털홈서비스의 실제 이용자들에 대한 실증분석을 통해 수용에 영향을 미치는 요인들을 밝히기 위한 연구이다. 디지털홈서비스의 특성에 맞게 기술수용모형(TAM)을 확장, 수정된 연구모형을 개발, 가설을 설정하여 분석하였다. 외부변수로 이용자의 특성을 채택하였으며, 디지털홈서비스가 가정 내 기술임을 고려하여 신념변수로 '지각된 이용용이성'과 '시각된 즐거움'외에 '지각된 편의성', '지각된 안전성', '지각된 삶의 질 향상'이라는 변수를 추가하였고 종속변수로는 '이용행동'을 설정하였다. 205명의 실제 이용자를 대상으로 한 설물조사 중 201개의 유효표본을 분석하였고, 신뢰성과 타당성 모두 통계적으로 적합한 것으로 나타났다. AMOS 4를 이용한 구조방정식 모형분석을 통해 24개의 가설검증 결과, 13개의 가설이 채택되었다. 이용자 개인의 특성 중 경험과 교육훈련은 지각된 이용용이성에 정(+)의 영향을 미쳤으며 혁신성은 지각된 즐거움, 지각된 편의성, 지각된 안전성, 지각된 삼의 질 향상에 대하여 정(+)의 영향을 미치고 있었다. 또한 지각된 이용용이성이 다른 신념변수인 지각된 즐거움, 지각된 편의성, 지각된 안전성, 지각된 삶의 질 향상에 정의 영향을 미치고 있었다. 종속변수인 이용행동에는 지각된 즐거움과 지각된 편의성, 지각된 삶의 질 향상이 긍정적인 영향을 미치나, 지각된 이용용이성과 지각된 안전성은 영향을 미치지 않았다. 가정에서 쉽게 이용할 수 있다는 것만으로는 적극적인 이용 행동을 기대할 수 없으며, 즐거움 및 실용적인 효익들의 제공 및 이를 위한 다양한 컨텐츠와 프로그램 개발등이 매우 중요하다는 것을 시사하고 있다.3-25%까지 감소하였다. 하지만 산간지역에서는 발육속도가 빨라지고 수량이 증가하거나 큰 변화가 없는 곳도 많아 온난화조건에서도 지역별 정밀기후 추정과 이에 근거한 최적품종의 선택, 이앙기 및 수확기 등 생육기간의 조절이 온난화 대응기술로서 유효할 것으로 기대된다.결과를 분석한 데이터를 차기 메일 발송에 꾸준히 적용함으로써 성공적인 이메일 마케팅 결과를 얻을 수 있을 것으로 기대된다.여 수평적인 의견도출과 각자 역할의 확대 및 변화를 시도할 수 있는 제작흐름이 되도록 고안된 제작구조이다.성을 환기시켜 객관적이고 비판적인 의식을 환기시키는 브레히트의 '소격화'의 효과가 소비자의 관심을 환기시켜 특정한 목적을 달성하려는 광고에 효율적으로 적용된 예 인 것이다. 재미, 기타 독특한 체험을 통해 소비자에게 유희라는 쾌락적 경험을 제공하고자 한다.고도로 통계적 유의차(p<0.001)가 있었다. 즐기는 음료로는 ${\ulcorner}$콜라${\lrcorner}$가 가장 많았으며(46.8%), 그 다음은 사이다, 주스 등의 순으로 나타났으나, 남 여 대학생간에는 유의성있는 차이는 없었다. 음식의 먹는 시기는 점심과 저녁사이의 ${\ulcorner}$간식${\lrcorner}$이 가장 많았으며(42.2%), 남 여 대학생간에는 유의한 차이는 없었다. 패스트푸드는 많은 사람들이 ${\ulcorner}$맛${\lrcorner}$이 좋기 때문에 이용하며(62.8%), 남 여 대학생간에는 통계적 유의성(p<0.05)이 인정되었다. 5. ${\u