• The Journal of the Convergence on Culture Technology
• /
• v.9 no.1
• /
• pp.587-594
• /
• 2023

The purpose of this study is to examine the factors influencing the intention to use the Metaverse from various angles based on the Extended Technology Acceptance Model and Value-based Adoption Model. Specifically, we examined whether there is a difference in perception of the Metaverse and in factors affecting the intention to use the Metaverse between the Metaverse experienced and non-experienced. For this purpose, the variables were classified into the technical characteristics of the Metaverse (interactivity, content quality), perceived benefits (perceived usefulness, perceived enjoyment), and perceived sacrifices (perceived risk, perceived complexity) and a survey was conducted with university students. The findings of this study indicate that the perceived interactivity, usefulness, and enjoyment of the Metaverse had a major impact on the intention to use the Metaverse for those without Metaverse experience, whereas enjoyment of the Metaverse had the greatest impact on the intention to use the Metaverse for those with Metaverse experience. Based on the study results, we provided marketing strategy implications for continuous growth and development of the Metaverse industry.

• Journal of Global Scholars of Marketing Science
• /
• v.10
• /
• pp.71-89
• /
• 2002

The on-line market is sudden and it tilts the effort which various in order to reveal the difference point against the on-line consumer and the off-line consumer from under the environment which grows is. What reveals the on-line consumer and the difference point of off-line consumer two group from like this situation is a possibility of decreasing the place help which establishes a marketing strategy in the each retail trade sleeping field. The research which it sees to sleep it searched for the variable which shows the difference point of shopping orientation of the on-line consumer and off-line consumer two group and it attempted. From the research which it sees shopping propensity shopping it is joyful, it perceives dangerously, with price ceremony and convenient characteristic to classify, it analyzed. Analysis result shopping it is joyful it was rejected, classifies the perception against a danger and a price ceremony and convenient Royal favor two group with the consider variable which it appeared. The namely on-line consumer perceived against a danger lowly, it was sensitive to a price, it appeared with the fact that it pursues a convenient characteristic.

• 지역과문화
• /
• v.8 no.2
• /
• pp.49-68
• /
• 2021

The pandemic of COVID-19 also affected performing arts business and stimulated 'Untact' performances, which means online streaming of the shows including real-time streaming. This study sought to examine factors to the consumers' acceptance. The research framework was based on the VAM, a revised model of TAM for the ICT products and services. For the research, consumer survey was conducted, where ndependent variables are perceived usefulness, pleasure, technicalty and innovation resistance, and dependent variables are percieved value and acceptance. Smart PLS was used to test the hypothesis. The result shows that the significant factors were percieved usefulness(+), pleasure(+) and innovation resistance(-). The percieved technicalty was not significant, the major reason would be that the digital devices and the internet technology are percieved a commodity these days in Korea. Percieved value was significant factor to acceptance. This study is meaningful because it is about the new phenomenon of 'untact' performance through the VAM methodology and it examined the significant factors to the attitude from the perspective of benefits and costs. There is limit that this study didn't consider old peoples' attitude. It is the reason that the continuous researches are necessary.

• The Journal of Information Systems
• /
• v.24 no.2
• /
• pp.209-240
• /
• 2015

Purpose This study investigates the relationships between various attributes of smart banking (convenience, security, convergence, and economy), user features (familiarity and innovativeness), perceived usefulness, trust, satisfaction, and continuance intentions and provides a comparison of Google's Android OS and Apple's iOS. Design/methodology/approach We considered a sample of 245 respondents and used structural equation modeling to analyze the data. Findings The results indicate that convergence and familiarity significantly affected perceived usefulness and that security and economy significantly affected perceived trust in smart banking services. The relationships of security, economy, and innovativeness to perceived usefulness and those of convenience and familiarity to perceived trust were stronger for the Android OS than for iOS. The study contributes by proposing an integrated framework and providing a comparison between the Android OS and iOS in the context of smart banking.

• Journal of Digital Contents Society
• /
• v.16 no.3
• /
• pp.493-501
• /
• 2015

This study is to observe the correlation between user properties and user behavior on the mobile game, one of the most prominent digital contents with the most mutual interaction. Among various factors affecting on behaviors of game users, the user properties itself was accentuated, and the effect of individual and psychological quality on the use of game was evaluated. The user properties were mainly categorized into five factors of "interpersonal relationship", "level of game skill", "inclination of innovation", "self-esteem", and "competitive spirit", and the use behavior of game was categorized mainly into two types - quantitative behavior of "amount of use (time of use, consumption cost)" and qualitative behavior of "perceived satisfaction level (perceived enjoyment, perceived service quality, and perceived price)". As a result of study, in general, as the user quality subjected in this study is stronger, the amount of use and satisfaction level are higher. This study is to observe what type of user qualities leads to the more use, consumption, and satisfaction level of game contents to contribute to the study about the use of conventional digital contents and heavy use.

• Journal of Digital Convergence
• /
• v.15 no.9
• /
• pp.415-425
• /
• 2017

The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.

• Information Systems Review
• /
• v.17 no.2
• /
• pp.193-218
• /
• 2015

The purpose of this study is to investigate the effects of closed-type SNS use (i.e., Naver Band) on the perception and behavior of the Korean Army soldiers. In contrast to open-type SNS (e.g., Facebook or Twitter), Naver Band is an online communication service system mostly based on confined offline social network. Therefore, it increases communication between acquaintances who have previously formed relationships. Although the Korean Army recently began to use Naver Band as a method of communication between soldiers, their parents/acquaintance, and Army commanders (or leaders), little research has been done about how this use directly affects army soldiers. Hence, applying the motivation opportunity ability theory of behavior, this study examines how enjoyment (Motivational factor), social ties (Opportunity factor), and social intelligence (Ability factor) affect soldiers' belongingness to their organization and organizational citizenship behavior (OCB). We also hypothesize that army soldiers' belongingness and OCB may enhance their individual performance. Survey results show that enjoyment, social ties, and social intelligence increase army soldiers' belongingness, which leads to OCB. Also, enhanced OCB increases individual performance. However, the effect of enjoyment and social ties on soldiers' OCB is non-significant and soldiers' belongingness does not have influence on individual performance. Theoretical and practical implications are presented.

• The Journal of Korean Association of Computer Education
• /
• v.15 no.4
• /
• pp.61-77
• /
• 2012

The purpose of this study was to examine the structural relationship among task value, self-efficacy, classroom goal structure, and academic emotions(enjoyment, fear, boredom) for promoting self-regulated learning in e-learning course. The results showed that task value, self-efficacy, class goal structure influenced academic emotions and self-regulated learning, and enjoyment had mediation effects among exogenous variables and self-regulated learning. The findings offer implications of facilitating self-regulated learning while considering academic emotions.

• 한국벤처창업학회:학술대회논문집
• /
• 2021.11a
• /
• pp.189-195
• /
• 2021

최근 고령화로 인한 수명연장은 노후생활비용 부담의 가중을 통해 고령자들의 노후파산 가능성을 높이는 핵심 위협요인이 되고 있기 때문에 이를 위한 사적자산의 안정적, 장기적인 관리와 증식이 필수적이다. 자산관리 자문/일임 서비스를 이용하는 것은 이를 해결할 수 있는 좋은 대안이지만 과거에는 서비스 이용가능 대상이 대형 금융기관을 거래하는 거액자산가들로 국한되어 있었다. 그런데 최근 기술혁신과 더불어 플랫폼을 기반으로 하는 웰스테크(디지털 자산관리) 서비스가 빠른 속도로 대중화되고 있어, 이를 활용하면 보다 많은 고령자들이 자산관리에 대한 부담을 경감할 수 있을 것으로 예상된다. 본 연구에서는 이런 이유로 최근 주목받는 웰스테크(디지털 자산관리) 자문/일임 서비스에 대한 고령자들의 사용의도에 영향을 미치는 특성 및 요인들을 파악하고자 한다. 이를 위해 기술수용이론 중 소비자가 얻는 혜택과 희생을 모두 고려하는 '가치기반수용모델(Value Based Model)'을 기본 모형으로 하되 웰스테크(디지털 자산관리) 자문/일임서비스의 특성을 고려하여 '가격효용성'을 혜택 요인에 추가하였다. 또한 고령자의 특성을 고려하여 희생 요인에 '인지된 위험'을, 별도의 요인으로 '사회적 영향'을 각각 추가하였다. 예상되는 연구결과로는 지각된 혜택에 해당하는 유용성, 즐거움, 가격효용성은 모두 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상되는 반면, 지각된 희생에 해당하는 기술성과 인지된 위험은 모두 인지된 가치에 유의한 (-)의 영향을 미칠 것으로 예상된다. 또한 추가변수인 사회적 영향은 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상된다.

• 한국HCI학회:학술대회논문집
• /
• 2009.02a
• /
• pp.776-784
• /
• 2009

2000 년 이후부터는 HCI 분야에서도 감성적 측면의 연구 중에서 특히 미학(Aesthetics)과 아름다움 (Beauty)에 대한 연구가 활발히 이루어져 왔다. 기존 HCI 분야가 유용성, 사용성과 같은 인지적 측면의 경험 요소들을 추구하기 위해 집중했다면, 최근에는 심미성이나 즐거움 등과 같은 감성적인 측면의 경험 요소도 함께 중시하는 추세이다. 심지어 실용적인 측면을 강조했던 핸드폰이나 냉장고 등의 전자제품에서도 디자인의 심미성과 같은 감성적인 측면이 더욱 부각되고 있다. 현재까지 HCI 분야에서 심미성에 대한 연구가 다수 진행되어왔다. 그 중에서 Tractinsky (2000)는 지각된 심미성과 지각된 사용성이 양의 상관관계를 가짐을 보여주었다. HCI 분야에서 Tranctinsky 와 더불어 Hassenzahl (2004, 2008) 역시 심미성과 다른 사용자 경험 요소들의 상관관계를 밝히기 위해 여러 시도를 해오고 있다. 그러나 상위 연구들은 주로 심미성과 다른 사용자 경험 요소들과의 상관관계에만 초점을 맞추었고, 모두 실험 상황에서만 연구가 진행되었다는 한계점을 가지고 있다. 즉, 실험 상황에서 도출된 결과는 실제로 사용자가 구매 시점이나 사용 상황에서 심미성을 얼마나 중요하게 고려하는지, 심미성 다른 사용자 경험 요소에 어떤 영향을 미치는지, 그 영향력이 사용 경험에 따라 변화가 없는지 사용 정황이 반영된 시사점을 찾기 어려운 실정이다. 따라서 본 연구는 크게 두 가지 목적을 가지고 있다. 첫째, 지각된 심미성이 다른 사용자 경험 요소들에 미치는 영향력을 검증하고, 둘째, 지각된 심미성이 다른 사용자 경험 요소에 미치는 영향력을 사용 경험 기간의 조절효과 관점에서 연구하는 것이다. 우선 본 연구에서는 사용자 경험 요소를 다차원적인 관점에서 접근하여, 여러 사용자 경험 요소들을 실용적 차원과 유희적 차원으로 나누었다. 그리고 사용 경험 기간의 조절효과를 보기 위해, 장기간 사용하는 전자제품을 선정하고 이를 실제로 사용하는 사용자를 대상으로 대규모 온라인 설문을 실시하였다. 결론적으로 본 연구는 Tractinsky(2000)의 기존 연구를 사용 기간의 조절효과 관점에서 진행한 것에 의의를 가질 뿐만 아니라, 본 연구의 결과를 토대로 제품 개발이나 디자인 종사자들에게 HCI 관점의 시사점을 제공하고자 한다.