• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.4
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• pp.103-113
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• 2024

This study applies the UTAUT theory to examine the intention to use online shopping mall chatbot services and to elucidate the mediating effect of anthropomorphism in their relationship. For this purpose, a sample of students from A University in Gyeongnam was surveyed online using Google Docs from the first to the second week of May 2024, and after excluding 5 insincere respondents, 245 were used for the final analysis. The key findings are as follows. First, among the UTAUT factors for online shopping mall chatbot services, performance expectancy, effort expectancy, facilitating conditions, and social influence were found to have a significant positive impact on anthropomorphism. The relative impact appeared in the order of performance expectancy, social influence, facilitating conditions, and effort expectancy. Second, anthropomorphism in online shopping mall chatbot services had a significant positive impact on usage intention. Third, the UTAUT factors of performance expectancy, effort expectancy, facilitating conditions, and social influence had a significant positive impact on usage intention, with the relative impact appearing in the order of facilitating conditions, social influence, performance expectancy, and effort expectancy. Fourth, the mediating effect of anthropomorphism was confirmed in the relationship between UTAUT factors and usage intention for online shopping mall chatbot services. This study is limited to students from A University in Gyeongnam, which may restrict the generalizability of the results. Future research should select a broader sample considering regional and demographic diversity and use diverse data collection methods to enhance the reliability and validity of the data.

• Journal of the HCI Society of Korea
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• v.13 no.2
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• pp.31-44
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• 2018

In the IoT environment, various things could be connected. Those connected things learn and operate themselves, by acquiring data. As human being, they have self-learning and self-operating systems. In the field of IoT study, therefore, the key issue is to design communication system connecting both of the two different types of subjects, human being(user) and the things. With the advent of the IoT environment, much research has been done in the field of UI design. It can be seen that research has been conducted to take complex factors into account through keywords such as multi-modality and interusability. However, the existing UI design method has limitations in structuring or testing interaction between things and users of IoT environment. Therefore, this paper suggests a new UI prototyping method. In this paper, the major analysis and studies are as follows: (1) defined what is the behavior process of the things (2) analyzed the existing IoT product (3) built a new framework driving personality types (4) extracted three representative personality models (5) applied the three models to the smart home service and tested UI prototyping. It is meaningful with that this study can confirm user experience (UX) about IoT service in a more comprehensive way. Moreover, the concept of the personality of things will be utilized as a tool for establishing the identity of artificial intelligence (AI) services in the future.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.147-175
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• 2020

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

• Journal of the HCI Society of Korea
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• v.11 no.1
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• pp.47-55
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• 2016

Three Dimensional Printing (herein, 3D printing) not only gives novelty and interests to modern people but is also a spotlighted technology that could herald a new industrial revolution. The introduction of various 3D printing service platforms has enabled individuals to easily possess products designed through 3D printing. However, there are still many issues to consider until the era of new manufacturing, when 3D printing becomes available to the general public so that anyone can make and design products with 3D printing. For instance, there needs to be sufficient consideration and research on whether the current 3D printing services can prove their higher capability to produce products conventionally done by machines and hands through 3D printing, and on the meaning of selling a wide range of product families like those of most 3D printing service platforms to the consumers. This study, which was initiated in this context, aimed to gain insight on the directions that 3D printing services need to advance going forward by letting consumers have first-hand experience on 3D printing online service platforms with a wide range of product families and those with relatively limited services, and then asking them to answer multiple-choice and short-answer survey questions on the websites they wish to purchase from, diversity of designs, design satisfaction, perceived technical skills, perceived purchase satisfaction, perceived after-sales service(A/S). As a result, we were able to witness that consumers generally had a strong preference for services with a wide range of product families (e.g. Shapeways) compared to services with a narrow range (e.g. Digital Forming). We also verified that design diversity and the possibility of realizing the designs were the crucial aspects that need to be considered with 3D printing services. Moreover, we also carried out discussions on carrying out design consulting by securing a pool of designers from diverse fields, on providing web-based designing software that can be utilized even by beginners, and on operating shops both online and offline in order to provide more competitive 3D printing services.

• Archives of design research
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• v.20 no.3 s.71
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• pp.151-162
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• 2007

How can new media devices and networks provide an effective response to the world's growing sector of cultural and historically-minded travelers? This study emerged from the question of how mobile handsets can change the nature of cultural and historical tourism in ubiquitous city environments. As wireless network and mobile IT have rapidly developed, it becomes possible to deliver cultural and historical information on the site through mobile handset as a tour guidance system. The paper describes the development of a new type of mobile tourism platform for site-specific cultural and historical information. The central objective of the project was to organize this cultural and historical walking tour around the mobile handset and its unique advantages (i.e. portability, multi-media capacity, access to wireless internet, and location-awareness potential) and then integrate the tour with a historical story and role-playing game that would deepen the mobile user's interest in the sites being visited, and enhance his or her overall experience of the area. The project was based on twelve locations that were culturally and historically significant to Korean War era in Busan. After the mobile tour game prototype was developed for this route, it was evaluated at the 10th PIFF (Pusan International Film Festival). After use test, some new strategies for developing mobile "edutainment content" to deliver cultural historical contents of the location were discussed. Combining 'edutainment' with a cultural and historical mobile walking tour brings a new dimension to existing approaches of the tourism and mobile content industry.

• Journal of Broadcast Engineering
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• v.18 no.6
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• pp.895-910
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• 2013

Multi-screen service is a service that consumes more than one media in a number of terminals simultaneously or discriminately. This multi-screen service has become useful due to distribute of smart TV and terminals. Also, in case of hybrid broadcasting environment that is convergence of broadcasting and communication environment, it is able to provide various user experience through contents consumed by multiple screens. In hybrid broadcasting environment, scene composition technology can be used as an element technology for multi-screen service. Using scene composition technology, multiple media can be consumed complexly through the specified presentation time and space. Thus, multi-screen service based on the scene composition technology can provide spatial and temporal control and consumption of multiple media by linkage between the terminals. However, existing scene composition technologies are not able to use easily in hybrid broadcasting because of applicable environmental constraints, the difficulty in applying the various terminal and complexity. For this problems, HTML5 can be considered. HTML5 is expected to be applied in various smart terminals commonly, and provides consumption of diverse media. So, in this paper, it proposes the scene composition and multi-screen service technology based on HTML5 that is expected be used in various smart terminals providing hybrid broadcasting environment. For this, it includes the introduction in terms of HTML5 and multi-screen service, the method of providing information related with scene composition and multi-screen service through the extention of elements and attributes in HTML5, media signaling between terminals and the method of synchronization. In addition, the proposed scene composition and multi-screen service technology based on HTML5 was verified through the implementation and experiment.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.329-341
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• 2016

With the introduction of smart phones in the late 2000's, the audio guides of museums have been gradually replaced by the mobile apps of smart phones. Although many studies have been already conducted about the mobile apps in the fields of tourism or finance, it is hard to find empirical research on the mobile docent apps. This study aimed to investigate the influence of the various factors of mobile docent apps on user satisfaction and intention to reuse. For this goal, based on the review of literature and the Technology Acceptance Model (TAM), a research model was constructed that consists of information timeliness, information service quality, ubiquitous access, and interactivity, along with the variables of TAM such as perceived ease of use, and perceived usefulness. A survey was conducted at Rodin museum in the United States where all the information about exhibitions is provided over a smart docent app. 210 surveys were collected, and 204 valid ones were used for analysis. The analysis using structural equation modeling revealed that information timeliness, information service quality, and interactivity have significant influence on perceived ease of use; ubiquitous access and interactivity showed significant impact on perceived usefulness. The perceived ease of use and usefulness then had significant impact on satisfaction and intention to re-use.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.299-306
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• 2018

This study is to measure traveling experience of bike riders whom going long distance trip. Bike paths and bike riding are crucial element for modern people's life style. At the same time, a bicycle trail is being developed by the National Bicycled-Oriented Chair Plan, which was established in 2009 by the National Bike Policy Master Plan. 13 million bike riders in Korea is keep on trying the long distance bike trip and its number is increasing every year. Accordingly, the Ministry of Public Administration and Security decides to promote the convenience of riders by developing bicycle app for long distance rider. The study attempted to assess usability of this app with 39 bike applications whom currently using the bike application. Afterwards, the researchers tests 11 hypotheses through in-depth interviews of six activated members. In sum, Bicycle travelers should be provided with bike trail guidance based on theme section skill, provided in-time speed distance related information, communicated with other bike riders, given tips for bike supplies and maintenance, and provided English language service. The study hopes to help find a customized service for bike travelers.

• Journal of the Institute of Convergence Signal Processing
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• v.10 no.1
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• pp.23-31
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• 2009

Supporting of the user-wanted teaching&learning functions is an important factor to improve the learning effects in a e-learning system. However, most methods are not enough to refer a model for supporting a teaching&learning function in a planning, development, operation, and evaluation. Accordingly, we propose the specified reference model for supporting a teaching&learning function in the web-based e-learning system. To verify the validity of the proposed system, we consulted the students experienced in e-learning system. As a results, The proposed specified reference model can be expected more $11%{\sim}23%$ effectiveness improvement than that of their experienced in the previous system. Also, as the pre-evaluated results using the teaching&learning services supporting degree by the proposed reference model, those measurements are very similar to the services requirement degree of their experienced in e-learning system.

• Journal of Internet Computing and Services
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• v.15 no.3
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• pp.79-90
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• 2014

User authentication based on ID and PW has been widely used. As the Internet has become a growing part of people' lives, input times of ID/PW have been increased for a variety of services. People have already learned enough to perform the authentication procedure and have entered ID/PW while ones are unconscious. This is referred to as the adaptive unconscious, a set of mental processes incoming information and producing judgements and behaviors without our conscious awareness and within a second. Most people have joined up for various websites with a small number of IDs/PWs, because they relied on their memory for managing IDs/PWs. Human memory decays with the passing of time and knowledges in human memory tend to interfere with each other. For that reason, there is the potential for people to enter an invalid ID/PW. Therefore, these characteristics above mentioned regarding of user authentication with ID/PW can lead to human vulnerabilities: people use a few PWs for various websites, manage IDs/PWs depending on their memory, and enter ID/PW unconsciously. Based on the vulnerability of human factors, a variety of information leakage attacks such as phishing and pharming attacks have been increasing exponentially. In the past, information leakage attacks exploited vulnerabilities of hardware, operating system, software and so on. However, most of current attacks tend to exploit the vulnerabilities of the human factors. These attacks based on the vulnerability of the human factor are called social-engineering attacks. Recently, malicious social-engineering technique such as phishing and pharming attacks is one of the biggest security problems. Phishing is an attack of attempting to obtain valuable information such as ID/PW and pharming is an attack intended to steal personal data by redirecting a website's traffic to a fraudulent copy of a legitimate website. Screens of fraudulent copies used for both phishing and pharming attacks are almost identical to those of legitimate websites, and even the pharming can include the deceptive URL address. Therefore, without the supports of prevention and detection techniques such as vaccines and reputation system, it is difficult for users to determine intuitively whether the site is the phishing and pharming sites or legitimate site. The previous researches in terms of phishing and pharming attacks have mainly studied on technical solutions. In this paper, we focus on human behaviour when users are confronted by phishing and pharming attacks without knowing them. We conducted an attack experiment in order to find out how many IDs/PWs are leaked from pharming and phishing attack. We firstly configured the experimental settings in the same condition of phishing and pharming attacks and build a phishing site for the experiment. We then recruited 64 voluntary participants and asked them to log in our experimental site. For each participant, we conducted a questionnaire survey with regard to the experiment. Through the attack experiment and survey, we observed whether their password are leaked out when logging in the experimental phishing site, and how many different passwords are leaked among the total number of passwords of each participant. Consequently, we found out that most participants unconsciously logged in the site and the ID/PW management dependent on human memory caused the leakage of multiple passwords. The user should actively utilize repudiation systems and the service provider with online site should support prevention techniques that the user can intuitively determined whether the site is phishing.