• Journal of Venture Innovation
• /
• v.5 no.4
• /
• pp.91-108
• /
• 2022

This study is an empirical analysis regarding what kind of factors affect the intention to use autonomous vehicles. For the empirical analysis the research model was derived from value-based adoption model base and integrated some aspects that only autonomous vehicles have. At default variables of VAM are usefulness, enjoyment, technicality, perceived cost, some autonomous vehicle related variables were added, and those are convenience, safety, security, social influence. A survey was done in order to empirically analyze with this research model, and 216 valid survey answers were chosen to analyze. Empirical analysis was done by structural equation using AMOS24. The result of empirical analysis were as follows. Variables usefulness, enjoyment, safety, security had a significant positive effect on perceived value. Technicality and perceived cost had a significant negative effect of perceived value. In addition, security and social influence had no significant effect on perceived value. Furthermore, perceived value had significant positive effect on intention to use. Among the variables that came out to be significantly positive, the most influencing variable was safety, followed by convenience, perceived cost, enjoyment, usefulness and then technicality. In addition, the analysis of mediating effect of perceived value shows that usefulness, enjoyment, convenience, safety, technicality, perceived cost had mediating role towards intention to use. However, security and social influence had no siginificant mediating effect towards intention to use. Considering all these research results this study has provided theoretical and practical implications to researchers on the intention to use autonomous vehicles.

• Journal of Intelligence and Information Systems
• /
• v.16 no.2
• /
• pp.1-17
• /
• 2010

Association rules among product items by association analysis suggest sales effect among products. These are useful for marketing strategies such as cross-selling and product display etc. However, if we evaluate more practical product values reflecting cross-selling effects, they will be also more useful for the decisions of companies such as product item selection for product assortment and profit maximization etc. This study proposes product value evaluation models with the concept of effective value based on single-item association chain and itemset association chain. In addition to that, we performed experiments with transaction data related to clothing of an online shopping mall in Korea to show the performances of our models. In result, we confirmed that some items increased in effective values compared with their pure values while the others decreased in effective values.

• Journal of Environmental Policy
• /
• v.12 no.4
• /
• pp.3-21
• /
• 2013

This research aims to analyze the usefulness of biological resources from the perspective of the users from various angles and after taking these factors into consideration, provide policy implication and scientific criteria for judging and choosing useful biological resources. Among biological resources defined in CBD, the subject of the research was confined to the biological resource as a unit which can be actually used in benefit sharing and trade. Also, among diverse values of biological resources, the usefulness was assessed focusing on the utility value and scarcity. Usefulness was rated on a scale of 1 to 5 (5 grades). The rating was adjusted for the biological resources that need to be managed as a part of the management policy. It is expected that the criteria of this study will be useful for the following: (1) the procurement of biological resources in the need for primary protection and management (2) the utilization of secured biological resources by analyzing their utility value and using them in biological resources industry (3) securement of sovereignty over biological resources, such as prior access permit under the Nagoya protocol, through management and protection of biological resources in Korea.

• Journal of the Korea Society of Computer and Information
• /
• v.25 no.1
• /
• pp.199-206
• /
• 2020

In this study, the factors affecting consumers' intention to use AI speakers were focused on the perceived value of the product and the perceived necessity of the product. Factors affectationist consumers' perceived value of the product were divided into benefits and costs. Reflecting the characteristics of information technology products, I included perceptions of usefulness of products. Empirical results show that consumers' perceptions of perceived benefits and usefulness of AI speaker products have a positive effect on perceived value and perceived necessity. Perception of necessity had a positive (+) significant effect on perception of value. Perception of necessity and perception of value had a positive(+) and positive effect on each intention of use. However, the cost perceived by consumers did not have a significant effect on perception of value.

• KIPS Transactions on Computer and Communication Systems
• /
• v.10 no.12
• /
• pp.329-342
• /
• 2021

The pharmaceutical industry is experiencing a productivity crisis with a low probability of success despite a long period of time and enormous cost. As a strategy to solve the productivity crisis, the use cases of Artificial Intelligence(AI) and Bigdata are increasing worldwide and tangible results are coming out. However, domestic pharmaceutical companies are taking a wait-and-see attitude to adopt AI platform for drug research. This study proposed a research model that combines the Value-based Adoption Model and the Innovation Resistance Model to empirically study the effect of value perception and resistance factors on adopting AI Platform. As a result of empirical verification, usefulness, knowledge richness, complexity, and algorithmic opacity were found to have a significant effect on perceived values. And, usefulness, knowledge richness, algorithmic opacity, trialability, technology support infrastructure were found to have a significant effect on the innovation resistance.

• Journal of Digital Convergence
• /
• v.19 no.4
• /
• pp.373-381
• /
• 2021

This study attempted to present a strategic direction that helps in vitalizing the domestic fashion and beauty magazine industry by examining the factors that influence the intention to use the fashion beauty magazine curation service. A survey was conducted on 314 college students in Korea, and the results were derived through a series of analysis processes using the SPSS 21.0 and AMOS 21.0 programs. Technology self-efficacy had a positive effect on perceived ease of use and perceived usefulness, perceived value had a positive effect on perceived usefulness. Technology self-efficacy and perceived value had a positive effect on intention to use, perceived ease of use had a positive effect on perceived usefulness. Perceived ease of use did not have a significant effect on intention to use, but perceived usefulness had a positive effect on intention to use. In order to increase the intention of using the mobile-based fashion beauty magazine curation service for college students, it is necessary to clearly understand the value and usefulness of the curation service.

• Journal of Korea Society of Industrial Information Systems
• /
• v.27 no.2
• /
• pp.143-161
• /
• 2022

This study examines the effect of used trading app's consumption value and protection motivation and the perceived usefulness and continuous use intention. The proposed research model and developed hypotheses were tested using structural equations modeling based on data collected from 293 customers with experience in used transaction app's. The results of the study confirm the positive effects of the used trading app's consumption value and protection motive theory is perceived usefulness of customer. In addition, there is a positive relationship between a customer's perceived usefulness and continuous use intention of used trading app's. The study provides On a theoretical level valuable insights into the sustainability of transaction app's after post-COVID 19 and the importance of developing used trading app's consumption value and protection motivation, but there is also a limitation that the region is limited.

• The Journal of the Korea Contents Association
• /
• v.11 no.10
• /
• pp.85-92
• /
• 2011

Greimas's Carre Semiotique, as Floch showed in his analysis of car, has much effectiveness not only in theoritical aspect but also in practical aspect. This paper used his theory to analysis the value system of MMORPG. Lineage, the game known as representative game of 'nogada', was the starting point. WOW is supposed to have opposition relation with lineage and Ragnarok contradiction relation, and Mabinogi non contradiction relation. As well as games, the concepts that match to 'nogada' of lineage are also supposed. The value system of games is expected to be useful in further systematic analysis of games and also in practical area of design and marketing.

• Journal of Venture Innovation
• /
• v.6 no.4
• /
• pp.153-170
• /
• 2023

Generative AI services, including ChatGPT, were becoming increasingly active. This study aimed to empirically analyze the factors that promoted and hindered the diffusion of such services from a consumer perspective. Accordingly, a research model was developed based on the Value-based Adoption Model (VAM) framework, addressing both benefit and sacrifice factors. Benefits identified included usefulness and enjoyment, while sacrifices were security and hallucination. The study analyzed how these factors affected the intention to use generative AI services. A survey was conducted among college students for empirical analysis, and 200 valid responses were analyzed. The analysis utilized structural equation modeling with AMOS 24. The empirical results showed that usefulness and enjoyment had a significant positive impact on perceived value, while security and hallucination had a significant negative impact. The order of influence on perceived value was usefulness, hallucination, security, and then enjoyment. Perceived value had a significant positive impact on usage intention. Moreover, perceived value was found to mediate the relationship between usefulness, enjoyment, security, hallucination, and the intention to use generative AI services. These findings expanded the research horizon academically by validating the effectiveness of generative AI services based on existing models and demonstrated the continued importance of usefulness in a practical context.

• 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.