• Journal of Internet of Things and Convergence
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• v.8 no.5
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• pp.99-109
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• 2022

The purpose of this study is to verify the effect of experiential economy factors using metaverse on the intention to accept advertisements reflecting new technologies. The subjects of this study were those located in G Metropolitan City and J Province, and those who experienced metaverse. From August 1 to September 10, 2022, 150 people participated in the survey without face-to-face. Analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis. The conclusion is as follows. First, the influence of metaverse experience on advertisement acceptance intention was shown in the order of relational experience, educational experience, and escapist experience. Second, it was found that the relational and educational experiences of metaverse partially mediate metaverse usefulness and affect the advertisement acceptance intention. Third, it was found that the relational and educational experiences of the metaverse partially mediate the metaverse presence and affect the advertisement acceptance intention. Also, it was found that the metaverse's escapist experience completely mediates the metaverse's presence and affects the advertisement acceptance intention. Fourth, it was found that the escapist experience of metaverse completely mediates the ease of use of metaverse and affects the advertisement acceptance intention. It is expected that this study will contribute to the construction of a new platform in the advertising market using various platforms of metaverse.

• 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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.2
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• pp.289-297
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• 2020

The purpose of this study is to verify the effect of university students's innovativeness on adoption intention of academic convergence. For this objectives, the Structural Equation Model(SEM) was designed and analysed by using Lisrel. This study developed a research model, based upon TAM, to analyse the factors: personal innovativeness, social expectation, perceived usefulness and adoption intention of academic convergence. The main results are follows as: first, personal innovativeness showed a significant positive direct effect on adoption intention of academic convergence, and indirect effect through perceived usefulness on it. Second, through perceived usefulness, there was indirect effect between social expectation and adoption intention of academic convergence. The SEM in this study showed the statistical significance, which the model fit was χ²=22.638(df=29, p=.793). Based upon the result of analyses, the study suggested to develop the subject and non-subject educational program through which students experience innovativeness and usefulness for academic convergence. Especially, the change of the role and the task of the curriculum of liberal arts was.

• Journal of the Korea Society of Computer and Information
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• v.18 no.7
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• pp.183-190
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• 2013

This study aims to analyze the relationships among factors which influence acceptance intention of smart education. Based on literature reviews related with previous technology acceptance models, a potential model and seven hypotheses were suggested. Questionnaire was carried out among 132 students from elementary and secondary schools. They have experiences of utilizing applications of mobile devices for instructional goal. Cronbach alpha of the questionnaire was .78. The collected data were analyzed through path analysis. The results of this research are as follows. Seven hypotheses were adopted: Interaction will affect on perceived usefulness, Interaction will affect on perceived ease of use, Interaction will affect on acceptance intention, Interaction will affect on social influence, Social influence will affect on perceived usefulness, Perceived usefulness will affect on acceptance intention, Perceived ease of use will affect on acceptance intention. The model revised through the results of path analysis had good-fitness. That is, overall fit measures (RMSEA, CFI, NNFI), indexes that show the suitability of the model were quite good.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.2
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• pp.259-266
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• 2021

Recently, the financial industry has seen a dramatic change due to the development of innovative technologies such as FinTech, but there is a lack of research on the digital level of financial institution workers. This study analyzes factors that affect the willingness of financial institution workers to accept digital innovation and to examine the relationship between acceptance intention and business performance. Based on the theoretical basis of UTAUT, independent variables were divided into internal expectations, external influences, facilitation conditions, and employment risks. Survey data of 100 bankers at N bank were analyzed using SPSS and AMOS 18. Studies have shown that internal expectations and external influences have positive effects on the acceptance intention of financial institution workers, and that facilitation conditions, employment risks do not. This study found a significant relationship between acceptance intention and business performance and confirming that acceptance intention has a direct and indirect impact on business performance. Study findings could be a reference to enhancing the willingness to accept digital innovation technologies and developing ways to improve business performance by validating factors that affect the willingness of financial institution workers to accept digital innovation.

• 한국벤처창업학회:학술대회논문집
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• 2016.04a
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• pp.150-153
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• 2016

본 연구의 목적은 제3의 산업혁명을 이끌고 있는 3D프린터에 대해 미래 중추적 역할을 담당할 3D프린팅 교육생의 3D프린터 사용의도를 기술수용모델(TAM)에 기반하여 검증하기 기초연구이다. 본 목적을 달성하기 위하여 서울의 3D프린팅 교육기관 교육전문가 조사를 실시하였으며, 차후 교육 대상자를 설문조사하여 3D프린터에 대한 기술수용의도를 파악하고 분석하고자 한다. 또한, 분석한 결과를 통해 미래 제조업 창업의 핵심 역할을 담당할 3D프린터 사용 활성화를 위한 연구기반을 마련하고자 한다. '3D프린팅 넥스트 레볼루션'의 저자 크리스토퍼 바넷은 언젠가는 3D프린팅이 우리의 삶을 혁명적으로 바꿀 것이라고 예상하고 있다. 3D프린터를 통해 개개인은 맞춤형 제품을 만들어 낼 것이 틀림없다. 치과 의료, 운송 및 항공, 로봇, 군용, 우주, 건축, 요리 등에서 다양하게 3D프린터를 활용한 제품들이 미래에 쏟아져 나올 것으로 예상한다. 생산의 민주화를 이끌 3D프린터는 기존 산업에 큰 기회와 동시에 위협을 주고 있다. 크라우드 및 네트워크를 통한 3D데이터 거래와 지구촌 여러 곳에 3D프린터가 활용된다면, 기존 산업에 혁명적인 변화가 있으리라 짐작된다. 전문가 인터뷰 결과를 기반으로 3D프린터 사용의도에 영향을 주는 5가지 요인으로 3D모델링 경험, 비용, 품질, 유희성, 혁신성이 나타났다. 5가지 독립변인은 TAM모델의 인지된 사용 유용성과 3D프린터에 대한 기술수용의도를 파악해 보고자 한다. 3D프린터 교육기간, 전공 및 학과, 개인의 경험과 혁신성의 차이가 3D프린터 기술수용 여부에 영향을 줄 것으로 예상된다. 서울지역 3D프린터 관련 교육기관에서 교육을 받았거나 받고 있는 학생을 대상으로 연구를 할 계획이며, 지역을 확대한 연구가 차후 필요할 것이다.

• Journal of Digital Contents Society
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• v.18 no.4
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• pp.681-690
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• 2017

This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.

• 한국체육학회지인문사회과학편
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• v.55 no.5
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• pp.291-306
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• 2016

The purpose of this study was to verify the relationship between Sports commitment and Behavioral intention of wearable device among sports participants through UTAUT model. Convenience sampling was conducted and 239 questionnaires from various sports participants were analyzed after data cleaning. SPSS ver 21 and AMOS 20.0 software were used to anayze the collected data. As a result, first, the main 4 factors of UTAUT had positive effect on Behavioral intention and Use behavior but Sports commitment was not statistically related to Behavioral intention. Second, the full mediation effect of UTAUT main factors between Sports commitment and Behavioral intention were verified.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.80-92
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• 2012

Using technology acceptance model, this study investigates the factors affecting N-screen service adoption. We collected 435 available answers from potential users through systematic online survey. Results show that self-efficacy and perceived interactivity factors had positive effects on perceived ease of use. In addition, service variety, perceived interactivity, perceived ease of use factors had positive effects on perceived usefulness. Yet social effect factor had negative effect on perceived usefulness. On the other hand, perceived ease of use and perceived usefulness had positive effect on the intention of use. In conclusion, to improve the intention to use N-screen service, it is necessary to make users convinced that N-screen service can give customized contents and interactive information regardless of time and place.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.28 no.4
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• pp.341-362
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• 2017

This study is to analyze the applicability of new technologies to be applied to the foreseeable future's library. For this purpose, we measured the users' intention to accept the service by using the NFC based self-check out service as a new technology applicable to the library. Based on the Unified Theory of Acceptance Use of Technology (UTAUT), research models were derived, and the structural relationships between performance expectations, effort expectations, facilitation conditions, and perceived risks were analyzed. As a result of the analysis, perceived threats in the library did not affect the intention to use, and the performance expectation, effort expectation, and facilitation condition partially affected the intention to use. The gender of the moderator variable, there were some significant difference in promoting conditions.