• Smart Media Journal
• /
• v.12 no.8
• /
• pp.60-68
• /
• 2023

After COVID-19, hotel industry is rapidly experiencing changes in the business environment, and under the influence of the Fourth Industrial Revolution, hotel industry is striving to secure competitive advantages through differentiation, including the use of big data and the IoT in service provision, as well as the introduction of artificial intelligence(AI) robot services. This study analyzed the perceived value of AI robot services and their impact on usage attitudes and behavioral intentions of customers who have used hotels that have introduced AI robot services. The results of the study showed that the value of robot services perceived by customers who have used robot services in hotels is categorized into three dimensions: social, experiential, and functional, and all of them have a positive effect on usage attitudes, with social, functional, and experiential values having a positive effect on usage attitudes in that order. Attitude toward use was also analyzed to have a positive effect on behavioral intention, which is consistent with the value-attitude-behavior model. Therefore, it is necessary for hotels to improve the satisfaction of hotel guests through diversified services of AI robot service.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.2
• /
• pp.59-65
• /
• 2024

This study sought to determine the influence of perceived benefits of subscription services on attitudes toward subscription services and continued use intention of them. For this purpose, the perceived benefits of the subscription service were composed of perceived enjoyment and perceived usefulness, and the personal variable, innovativeness, was set as a control variable to examine its influence. As a result of the study, perceived benefits, such as perceived enjoyment and perceived usefulness, both showed a positive influence on attitude toward subscription services and continued use intention of them. The moderating effect of innovativeness on perceived usefulness was also confirmed. The influence of perceived usefulness on attitudes toward subscription services was found to be greater in groups with low innovation propensity than in groups with high innovativeness. These results provide implications about the value of personal characteristics for the continued use of subscription services.

• The Journal of Society for e-Business Studies
• /
• v.18 no.4
• /
• pp.273-299
• /
• 2013

This study attempts to identify user perceived value as a major predictor of the usage of smartphone-based mobile commerce(m-commerce). More specifically, the study conceptualizes user perceived value of smartphone-based m-commerce along three dimensions, such as temporal, functional, and economic values. Moreover, this study proposes service ubiquity and user control that are uniquely defining characteristics of smartphone-based m-commerce and examines how the two variables are associated with the creation of user perceived value. Using a total of 164 data collected on users of smartphone-based mcommerce, we conducted PLS analysis to test the proposed model and hypotheses. The key findings are as follows : First, it has been found that the usage of smartphone-based m-commerce is determined by the three values, such as temporal, functional, and economic values. Particularly, the results show that temporal value is the most influential variable in predicting m-commerce use. Second, the results demonstrate that service ubiquity has a significant positive effect on temporal value, whereas it has no effect on functional value. Finally, user control is positively associated with temporal and functional values. Overall, the results indicate that service ubiquity and user control considerably increase temporal value, thereby accelerating the use of smartphone-based m-commerce. Discussions and implications of the results are provided.

• Culinary science and hospitality research
• /
• v.22 no.3
• /
• pp.183-197
• /
• 2016

This study was conducted to investigate the relationships among service quality, perceived benefit, perceived value and behavioral intention as perceived by franchise snack bars customers. The service quality of franchise snack bars' was tested in three sub-dimensions: environmental quality interaction quality, and outcome quality, which are based on Brady & Cronin's third-dimensional model. A total of 450 survey questionaires were distributed from March 9th to November 12th in 2015, of whi 411 questionnaires were deemed suitable for statistical analysis. SPSS 20.0 program was employed to conduct frequency analysis and reliability analysis, while AMOS 20.0 program was used to test the hypotheses. The results revealed that all three elements of service quality have a positive impact on perceived benefit. In particular, the outcome quality element had the greatest influence on perceived benefit. In sum, customers of a franchise snack bar considered outcome variables such as food taste, reasonable amount, and general quality of food as the most important factors to fulfill the benefit. This results suggest that Korean snack bar franchise companies need to consider improvements to outcome quality features, such as food quality. In addition, perceived benefit was a critical antecedent of perceived value, which was itself a significant predictor of behavioral intention. In conclusion, this study applied the means-end chain theory on franchise sank bar segmentation, as well as three dimension service quality model as developed by Brady and Cronin, and found results that will enable meaningful strategics for snack bar foodservice segmentation in pursuit of the development of efficient business plans, and that can be utilized as a theoretical data for future studies.

• Journal of Korea Entertainment Industry Association
• /
• v.14 no.4
• /
• pp.91-104
• /
• 2020

In this study, the value of the medical resort was divided into hedonic value, hospitality value, safety and personal information protection value, and profitability value by exploring and typifying the successful cases and related services of the medical resort in order to provide the direction of development and policy implications of the medical resort for the medical tourism industry. For those who have used the medical resort, I wanted to verify the impact of the value of medical resort on perception of medical resort and its intention to use it. As a result of this study, it was found that hedonic value and hospitality value of medical resort have a strong influence on usefulness perception and well-being perception of medical resort, that safety and personal information protection value of medical resort was only affected by usefulness perception, and profit value of medical resort was only affected by well-being perception. In addition, the usefulness perception and well-being perception of medical resorts were shown to have an impact on the intention of using medical resorts, especially in the case of well-being perception of medical resorts. The above findings are meaningful in that they expanded the medical resort-related research area for the medical tourism industry and provided useful implications for the development of medical resorts that meet the convenience and needs of medical tourists.

• Journal of Digital Convergence
• /
• v.16 no.6
• /
• pp.105-115
• /
• 2018

With the development of information and communication technologies, popularization of smart phones, and relaxation of the government regulation, mobile easy payment service is rapidly growing as a major financial service. Therefore, this study examines factors that influence the intention to use mobile easy payment service through empirical analysis. We collected 386 responses by survey and formed structural equation modeling with AMOS 22.0. The results show that technical factors(relative advantage, security), individual factor(self-efficacy), situational factors(trust in prior services and satisfaction of prior services) had a positive effect on the perceived value. In addition, perceived value had a positive effect on the intention to use mobile easy payment services. Lastly, subjective norms are closely related to the relationship between perceived value and intention to use mobile easy payment services. The results can be expected to provide useful references to the Fintech related industry fields.

• Culinary science and hospitality research
• /
• v.18 no.5
• /
• pp.45-62
• /
• 2012

The purpose of this study is to secure the basic data for the physical environment of an eco-friendly restaurant by surveying and analyzing customer perceptions of the servicescape of an eco-friendly restaurant and to verify the organic causation of the servicescape of an eco-friendly restaurant and customer perceived value, attitude and behavior intention. The samples for empirical analysis were selected from the customers over 20 years who lives in Seoul and Kyung-gi suburbs have experienced visiting eco-friendly restaurant or green restaurant more than once a month. Total 300 copies of questionnaire were distributed for the survey from the second day to the fifteenth day of April for 14 days, and total 264 (88.0%) copies of survey questionnaire except for some questionnaires that had much strong lean tendency or the missing value was discovered. The research results are as follows; when a customer recognizes an eco-friendly restaurant favorably, he or she considers that servicescape plays an important role in deciding perceived value through tangible and intangible perceived values. Since, customer perceived value has a positive effect on attitude and behavior intention, the customer considers as affected on his/her behavior intention when satisfied with the eco-friendly restaurant, which is considered that positive customer attitude will have an effect on behavior intention. Thus, it is considered based on this in-depth analysis result that maintaining and providing servicescape of high standard in the manager's perspective will have a direct effect on ensuring tangible outcomes.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.15 no.1
• /
• pp.1-19
• /
• 2013

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.

• Journal of the Korean Society for Library and Information Science
• /
• v.40 no.4
• /
• pp.165-181
• /
• 2006

This study analyzed the gap between users' perception and staff expectations on users' perceptions about dimensions of library service quality(library staff, service supports. materials and resources, and facilities and equipments), service value, user satisfaction, royalty. using newly developed model. Six hundred-fourteen users and one hundred staff members or the National Libra of Korea were participated in the survey using questionnaires. Users evaluated service quality lower but evaluated service value, satisfaction. and loyalty higher In terms of showing complaining behaviors, users were less than staffs expected. Model analysis for users and staff3 showed that service value and general satisfaction influenced on complaining behavior and loyalty. For users. only the dimension of library staff influenced significantly on the service value, satisfaction, complaining behavior, and loyalty. None of the other dimensions of the service qualify showed significant relationship to them in the case of staff expectation.

• Journal of Digital Convergence
• /
• v.19 no.1
• /
• pp.77-88
• /
• 2021

Cloud computing is getting a lot of attention by many people and businesses due to IT environmental changes such as the proliferation of smart devices, the increase of digital data, and the cost of IT resources. More individuals use personal cloud computing services for storing and managing information and data. Therefore, this study proposed determinants that are expected to have an influence on evaluating the value of cloud computing based on the value-based adoption model, examining the relationship between the continuous use intention of cloud computing. Results of the study show that usefulness, convenience of information access, extensibility had a positive impact on perceived value while privacy concerns and costs had a negative impact on perceived value. In addition, perceived value was found to have a significant effect on the intention to continue use of cloud computing. Finally, trust was found to have a significant effect on the perceived value and the intention to continue use of cloud computing. The findings are expected to provide useful information for understanding the factors that individual users consider important in the steadily growing cloud computing market.