• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.22 no.1
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• pp.291-310
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• 2023

This study explores the factors which affect user acceptance for Robo Taxi, an electricity-based Autonomous Vehicles based on a Value based Adoption Model. The three main factors of benefit (usefulness and enjoyment), sacrifice (technicality and perceived fee level), and user experience about mobility services such as car sharing, taxi, and autonomous vehicles, were finally selected as independent variables as a influential factors on perceived values and adoption intention of Robo taxi. The study found that usefulness, enjoyment, and perceived fee had a significant effects on adoption intention, and some user experiences had a significant effect on benefit factors. This study has important implications for incorporating the Value-based Adoption Model results into the service design for the activation of Robo taxi, and furthermore, they can provide a theoretical basis for effective use of the research findings.

• Information Systems Review
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• v.22 no.2
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• pp.1-24
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• 2020

Cloud computing technology is expanding its services to individual consumers through storage and applications. This study aims to compare the predisposing factors that affect the perceived value and the intention to use between users who have used or experienced services and those who have never experienced services from the perspective of benefit and sacrifice based on the value-based acceptance model. The results showed that the sacrifice factor (perceived cost) had a significant effect on perceived value and perceived value had a significant effect on intention to use, but showed a difference in perceived benefit. Perceived usefulness, ubiquity, and network effects had significant impact for experienced users' perceived value, but for inexperienced users, ubiquity did not have significant impact. In addition, usefulness was the most significant factor for experienced users while network effect was the same for inexperienced users. The results of this study suggest that consumers' intention to use personal cloud service is evaluated as a benefit and sacrifice point and a new attempt to re-examine the role of previous experience.

• Journal of Distribution Research
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• v.6 no.2
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• pp.19-40
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• 2002

According to the secondary data, private brand(PB)'s share of retail sales is 25-30% in the USA, but about 45 in Korea. In Korea PB's average price is 23.3% less than manufacturer brand. It is very interest that PB's price advantage doesn't have a good effect on it's share of retail sales. This research's objective is to study why Korean consumers don't purchase private brand cheaper than manufacturer brand. A theoretical reasoning depends on information cue theory and means-ends model of perceived value. A unit of analysis is consumers who purchase private brand at E-mart in Pusan city, one of largest discount store in Korea. Hypothesis tested by Lisrel's structural equation model and interesting results as follows: First, favorable brand image among extrinsic cues is most positively correlated with perceived quality/sacrifice and intrinsic cues is also statistically significant. This fact imply that intrinsic cues; package, logo, country of origin are very important in the adoption of private brand in Korea. Second, compared with manufacturer's brand, PB's perceived price is positively correlated with perceived quality/sacrifice. This fact imply a assimilation effect between manufacturer's brand and private brand. Finally, a correlation between perceived sacrifice and PB proneness is satistically insignificant, but perceived quality has a significant effect on its proneness. this fact imply that innovators(about 4% of potential consumer) are risk-taker.

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

• Korean Security Journal
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• no.41
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• pp.123-151
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• 2014

The purpose of this study was focused on the relationship between private guards' job embeddedness and dual commitment. In this study, job embeddedness is selected as an independent variable and dual commitment is selected as a dependent variable one. job embeddedness was divided into three sub-factors such as "fit", "links", and "sacrifice", and dual commitment is again composed with organizational commitment, and career commitment. Moreover sex, age, academic background, service period, and income were selected as a control variable. To test the hypotheses, survey data from private guards in Kyungpook are collected and analyzed. Principal component method is used to see which items cluster together in each factor and to calculate factor scores. Multiple regression analysis identifies several factors which have significant effects on dual commitment. Key finding can be summarized as follow. Fist, the factor of "fit" have significant effects on organizational commitment, and career commitment. Second, the factor of "links" have significant effects on organizational commitment, and career commitment. Third the factor of "sacrifice" have significant effects on organizational commitment, and career commitment. Finally, when all the variables with significant effects are included in the final model, "links" disappear, while "fit" and "sacrifice" remain statistically significant. Based on these finding, this study suggests some policy issues to promote private guards' dual commitment.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.1-21
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• 2020

Recently, the emergence of new technologies caused by the Fourth Industrial Revolution caused a great change not only in the overall society but also in the retail industry. In the retail industry, unmanned stores based on new technologies have emerged, changing the consumption behavior of consumers. In particular, the global pandemic caused by COVID-19, which appeared in December 2019, raised social risks, and as a result of this, the beginning of the non-face-to-face era, interest in unmanned stores is increasing. In this study, the effects of benefits factors (perceived usefulness, perceived economics, perceived enjoyment, relative advantages) and sacrifice factors (perceived risk, technicality) perceived by unmanned store users on continuous use intention through perceived value. In addition, it is a study to test through empirical analysis what role the social risk from COVID-19 plays in the process of consumption through unmanned stores. The purpose of this study is to provide strategic implications for the activation of unmanned stores in the non-face-to-face era. In this study, a total of 293 copies of data were collected for users of unmanned stores for hypothesis testing. In addition, the collected data was analyzed using SPSS 21.0 and AMOS 21.0 statistical programs. The results of the study are summarized as follows. First, it was found that the perceived benefits (perceived usefulness, perceived economics, perceived playfulness, and relative advantages) of unmanned stores all had a significant positive effect on perceived value. Second, it was found that all perceived sacrifices (perceived risk, technicality) of unmanned stores had a significant negative effect on perceived value. Third, it was found that the perceived value of unmanned stores had a significant positive effect on the intention to continue use. Finally, the social risk from COVID-19 has been shown to play a moderating role when the perceived sacrifice of unmanned stores affects the perceived value.

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

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

• The Journal of the Korea Contents Association
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• v.5 no.3
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• pp.19-28
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• 2005

It is true that internet provides consumers with an efficient way to search information with minimal effort and cost, which facilitates better decision making. Especially, previous studies revealed that the online word-of-mouth marketing is widely used as a source of consumers' information seeking and purchase decision making. Even with this importance of the online word-of-mouth communication on internet few researches have systematically addressed the issue. This study investigates the effect of consumers' motives on perceived usefulness of word-of-mouth marketing in online shopping mall contents. The results are as follows: First, choice uncertainty, perceived sacrifice, and social pressure play an important role for perceived usefulness of word-of-mouth marketing. Second, perceived usefulness has directly affected consumers' quality perception. Thus, it is essential for internet companies to find ways to encourage their customers to engage in word-of-mouth communication on their websites.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.187-199
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• 2009

The objective of the research is to investigate the causal relationships among functional value, emotional value, social value, perceived sacrifice, satisfaction, loyalty and behavioral intention. All in all, 296 respondents completed a questionnaire themselves in the presence of an interviewer who could be consulted about the response scales and other technical matters. Behavioral intention models were estimated by structural equation modelling using 7 latent constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The unconstrained model yielded a significantly better fit to the data than the constraint model. The effects of functional value and social value on satisfaction and behavioral intention were statistically significant. The effects of perceived sacrifice, satisfaction and loyalty on behavioral intention were statistically significant. As expected, satisfaction had a significant effect on loyalty. Functional value had an indirect effect on behavioral intention through satisfaction and loyalty. Moreover, social value had an indirect effect on behavioral intention through satisfaction and loyalty. Replicating and extending this study in other regions and other samples would test the generalizability of the present findings and provide a basis for an external validation of the framework developed in this paper.