• Journal of the Korea Society of Computer and Information
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• v.16 no.1
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• pp.153-161
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• 2011

Focusing upon the post-adoption stage of IS, this study reasoned that IS users' personality is one of major influencing factors of continuous IS usage intention and empirically examined how the degree of continuous IS usage intention is variable according to the IS users' personality types classified based on MBTI(Myers Briggs Type Indicator). In order to validate the research model and hypotheses, this study made a field survey of 330 IS users and statistically analysed response data. The results of empirical analyses showed that the intent of continuous IS usage was affected by self-efficacy of IS; and self-efficacy by self-leadership of IS; and self-leadership by IS user' personality type and expectation confirmation. That is, it was found that IS users' personality type and three intervening variables(expectation confirmation, self-leadership and self-efficacy) were significant predictors of the intent of continuous IS usage. This study is thought to be contributive to providing the theoretical basis of finding IS success factors in the post-adoption stage and the practical guideline for effective personnel management relevant to IS implementation.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.82-104
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• 2023

This study analyzes the effect of users' experiences using AI chatbot services on relationship quality and behavioral intention. For the study, a survey was conducted on users who experienced AI chatbot services, and the research hypothesis was verified by analyzing the final 299 copies of valid data. As a result of the analysis, it was confirmed that satisfaction and trust, which are the relationship quality dimensions of AI chatbot service, were formed in users through the cognitive experience, emotional experience, and relational experience. In addition, it was confirmed that satisfaction and trust have a positive effect on the intention to continue using and recommending AI chatbot services, which correspond to the level of consumers' behavioral intentions, respectively. In addition, in terms of relationship quality, it was significant in all paths of the road of behavior, but in satisfaction, the path coefficient of the road of continuous use of AI chatbot and recommended road was significantly higher than the path coefficient in trust. This study provided a theoretical foundation that the relationship with relationship quality that affects behavioral intention also affects AI chatbot services in the online environment, and it is significant in that it suggests that relationship quality is an important mediating factor in establishing long-term relationships with consumers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.3
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• pp.119-133
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• 2022

The COVID-19 pandemic is rapidly changing the behavior of members of society. Typically, the strong contagious power of the virus minimizes interaction between people in the real world, and they keep interaction activities to a minimum through online activities. Recently, as people demand online activities that enhance a sense of reality, the metaverse, which strengthens the 3D technology-centered sense of presence capability, is being chosen by people. The purpose of this study is to suggest a strategic direction for the establishment of the metaverse business model of startups by presenting factors for users' use and gratification of the metaverse. In detail, this study proposes the motivation for using the metaverse by reflecting the uses and gratification theory, and suggests a method to strengthen the motivation for the metaverse by reflecting the presences provided by the metaverse plotform and individual characteristics (normtive interpersonal influence). We surveyed people over 20 years of age who experienced metaverse and obtained 314 samples. In addition, we conducted the main effect analysis using the structural equation model and the moderating effect analysis using Process 3.1. As a result of hypothesis testing, we confirmed that metaverse presence (telepresence, social presence) has a positive effect on intention to continuous use by increasing metaverse's use and satisfaction factors (information, enjoyment, social interactivity). In addition, we found that individuals' normative interpersonal influence moderated the positive relationship between uses and gratification factors(enjoyment and social interactivity) intention to continuous use. Our study suggests strategies for establishing a user-centered business model for companies related to the metaverse.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.453-463
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• 2018

An analysis including ASE model accessing based on the intention of behavior performance of online university students is a new approach to improve academic persistence considering the characteristics of students with extensive personal variables, a uniqueness of learning environment. This study aimed to identify the relationship between ASE model including academic stress and academic persistence, and the effect of these factors on academic persistence of online university students. Data were collected from 181 sophomores in K open university from March to June, 2018. Frequency analysis, ${\chi}^2-test$, t-test, F-test, Pearson's correlation analysis, and multiple regression analysis used for data analysis. For factors affecting academic persistence, academic stress (${\beta}=-.16$, p=.016), online learning attitude (${\beta}=.44$, p<.001), and social support among social influential factors (${\beta}=.16$, p=.045) were statistically significant and the prediction model of academic persistence showed 29% explanation power (F=15.76, p<.001). To enhance academic persistence of online university students, it is needed to develop programs to reduce academic stress, improve attitude toward online learning, and improve social support.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.568-580
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• 2019

This research explored how the various of factors including performance expectancy, effort expectancy, social influence and facilitating conditions and some external factors consisting of critical mass, attention, perceived enjoyment, and time distortion had impacts on users' usage of short-clip application based on flow theory and the UTAUT model. The research employed SEM with 263 valid questionnaires. The results showed that social influence and satisfaction factors had positive impacts in sustainable usage of mobile short-clip application, while the other factors have no special effect on it. The results also indicated that time distortions had a negative effect in the intention of continuous usage. Furthermore, performance expectancy, perceived enjoyment, and time distortions had positive impacts in users' satisfaction. The beneficial effects of critical mass on social influence had been recognized through this study.

• Journal of the Korean Applied Science and Technology
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• v.37 no.1
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• pp.133-144
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• 2020

The purpose of this study was to investigate the relationship among coach support, achievement goal orientations and continuous participation intention for golf participants. To achieve the goal of this study, a total of 250 questionnaires were distributed and 250 copies were collected back. Out of those returned questionnaires, insincerely replied or double-replied questionnaires were excluded and finally 226 questionnaires were analyzed for this study. For analysis of the data, frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equating modeling were conducted using SPSS 18.0 and AMOS 18.0. Main findings were as follows: First coach support had a positive effect on achievement goal orientations. Second, achievement goal orientations had a positive effect on continuous participation intention. Third, coach support had a positive effect on continuous participation intention. Fourth, achievement goal orientations mediated the relationship between golf participant coach support and continuous participation intention. If golf participants improve their physical and psychological health effects through golf and achievement goal orientations increase from gaining a sense of accomplishment such as acquiring or improving golf skills, they will be able to lead a better quality of life.

• Knowledge Management Research
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• v.23 no.1
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• pp.203-225
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• 2022

Competition in the OTT (Over the Top) service market is getting fiercer since global OTT services enter the domestic market and existing platforms are actively reorganized. As powerful competitors with ultra-luxurious content continue to enter the marke with diversity required by users, various efforts are required for OTT service platforms to prevent subscriber churn in order to generate continuous revenue. Thus, this study tried to examine the effect of OTT service characteristics on continuous use intention through an empirical analysis based on Expectation-Confirmation Model(ECM). A total of 386 responses were collected from individuals who have experience or are currently using OTT service and analyzed using AMOS 24. Results show that content curation, content richness, and audience activity had a significant effect on expectation confirmation. Also, expectation confirmation had a significant effect on perceived usefulness and user satisfaction while perceived usefulness had a significant effect on user satisfaction, significantly influencing continuous intention to use OTT. Finally, price fairness was found to strengthen all proposed relationships. The findings are expected to provide useful information for service and content development for subscriber retention, which has the most direct impact on revenue generation of OTT service providers.

• 한국IT서비스학회:학술대회논문집
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• 2009.05a
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• pp.183-187
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• 2009

본 연구는 정보시스템이 조직에 수용된 후의 이용단계에서 사용자의 지속사용의도에 영향을 미치는 요인들간의 관계 모형을 도출하고, 실증하였다. 실증분석 결과, 성격심리유형과 주관적 지각인 기대일치, 자기주도성, 자기효능감이 정보시스템 수용 후 단계에서 지속적인 사용을 예측할 수 있는 변인으로 나타났다. 따라서 정보시스템 도입 초기의 기술수용관점에서 설명하였던 TAM과 그 확장모형들과는 달리, 수용 후 정보시스템 지속사용 성과 요인에 대한 인식을 사용자 중심으로 하는 방향으로 관점의 변화가 필요하다는 결론을 도출하였다.

• Proceedings of the Korea Database Society Conference
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• 2010.06a
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• pp.267-275
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• 2010

최근 모바일 기술이 지속적으로 발전해 감에 따라 모바일 통신 네트워크를 통한 방송서비스인 모바일 TV가 급속한 확산을 보이고 있다. 기존 모바일 TV 서비스를 대상으로 수행한 선행연구는 주로 모바일 TV 서비스 관련 기술 탐색, 최신 시장동향 분석, 서비스 수용 영향요인 등을 중심으로 연구가 활발히 진행되어 온 반면 서비스 수용 후 행동에 관하여 체계적인 분석을 수행한 연구는 부족한 것이 현실이다. 이러한 배경 하에서, 본 연구는 모바일 TV 서비스 이용자를 대상으로 해당 서비스에 대한 지속적 이용의도 형성에 중요한 영향을 미칠 것으로 예상되는 요인을 파악해 보는 것을 주목적으로 하였다. 연구목적을 효과적으로 달성하기 위하여 본 연구에서는 관련 문헌에 관한 종합적 고찰을 통해 모바일 TV 서비스의 채택 후 행동을 체계적으로 파악해 보기 위하여 지각된 놀이성, 기대 일치, 지각된 사용용이성, 지각된 유용성, 만족, 지속 이용 의도 등 여섯 가지 차원을 포함한 연구모델을 제안하였다. 그리고 제안된 연구모델에 포함된 각 요인들 간의 영향관계에 관한 연구가설을 수립하였다. 향후 모바일 TV 이용자를 대상으로 설문조사를 수행하고, 제안된 모델 및 가설에 대한 실증적 분석을 실시해 보고자 한다. 본 연구의 결과를 토대로 최근 사용자 수가 급증하고 있으며, 높은 관심의 대상이 되고 있는 모바일 TV 분야의 연구자 및 실무자들에게 서비스 이용자를 장기적으로 유지하고, 이를 토대로 지속적인 수익을 창출하는데 도움을 줄 수 있는 시사점을 제공해 보고자 한다.