• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.1
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• pp.202-213
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• 2008

This study set up a relational model and an assumption concerning how consumer innovativeness could affect the usage motive of digital photos and the usage intention of digital photo printing service, by utilizing the theory of Uses and Gratification(U&G) and Technology Acceptance Model(TAM) so as to cope with the changes in market environment and to construct a new business model. The results fur the study were as below First, innovativeness had a positive effect on convenience, entertaining element and sociality in the relational model of overall innovativeness and usage motive of digital photos. Second, it has been noted that innovativeness had a positive effect on the usage intention of digital photo printing service in the relational model between overall innovativeness and its usage intention. Third, it has been demonstrated that convenience, entertaining element, economic feasibility and sociality had a positive effect on its usage intention in the relational model between overall usage motive of digital photos and the usage intention of digital printing service

• The Journal of the Korea Contents Association
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• v.18 no.7
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• pp.38-48
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• 2018

The purpose of this study was to identify various factors that could possibly influence special teachers' adoption intention towards robot-based education and to see how well those factors predict special teachers' adoption intention. To do this, questionnaire items were selected and reconstructed based on preceding research relating to Technology Acceptance Model(TAM). The survey participants consisted of 623 special school teachers, representing various types of special students and levels of their schools. Questionnaires with unfaithful responses were excluded, and a total of 590 questionnaires were analyzed. Data analysis was carried out through Exploratory factor analysis and stepwise multi-regression analysis. According to the results of study, factors that influence special teachers' acceptance intention towards robot-based education are perceived ease of use, perceived usefulness, personal innovation, and social influence. Also, the most decisive factors affecting special teacher's acceptance intention were perceived usefulness and perceived ease of use. These factors directly influenced special teachers' acceptance intention.

• Journal of Korea Society of Industrial Information Systems
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• v.26 no.5
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• pp.21-35
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• 2021

In this study, in order to find out how the quality factors of information system affected the technology acceptance model and user intention, the importance of IT security which had been recently emerged by including the security in the system, information and service is considered as the factors of information system quality. To verify how the information system quality affected the technology acceptance model and user intention, the study was conducted with expanded information system by classifying the technology acceptance model with perceived usefulness and perceived ease of use and classifying user intention with acceptance and utilization whether user had only acceptance intention or both acceptance and utilization intentions. The study results are as follows. First, the hypothesis that quality factors of information system affected the technology acceptance model significantly was partially adopted. Second, the hypothesis that the technology acceptance model affected user intention significantly was adopted.

• Journal of the Korean Applied Science and Technology
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• v.40 no.3
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• pp.412-424
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• 2023

The purpose of this study is to analyze how independent variables such as instructors' willingness to innovate, subjective norms, and self-efficacy affect technology acceptance intention through parameters such as ease of use and usefulness, and in what ways, and to suggest ways to revitalize new technology-related education in the beauty field. The results of the analysis of beauty major instructors' intention to adopt digital new technologies showed that innovation intention, subjective norms, and self-efficacy toward new technologies have a defining influence on the parameters of ease and usefulness. These results can be interpreted as a strong recognition of the need to apply new technologies in the beauty field and the need to improve the curriculum for this purpose, but the instructors' own fear of applying new technologies makes it difficult to apply new curriculum in reality. Therefore, the development of teaching materials related to digital technology education that can be easily understood by beauty instructors should be prioritized, and the development and use of related education programs should be expanded. In addition, we are confident that close collaboration with digital new technology and IT-related departments to understand the education of beauty majors and mutual research to develop education programs will help to develop digital new technology education programs tailored to the beauty field.

• International Commerce and Information Review
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• v.14 no.1
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• pp.391-418
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• 2012

The use of SNS (Social Network Service) has been increasing in world society and the SNS has been used to satisfy different purposes of social groups over the years. In the beginning, the SNS were formed using e-mail, listserve, newsgroup, etc., where information was shared among relatively homogeneous groups of people. Now different groups including corporations have been using SNS such as personal web pages, blogs, Facebook and Twitter for their social media marketing. This study intends to verify the relationship between SNS use and export marketing performance. To achieve this, different types of SNS use were analyzed in order to verify their relationship with export marketing performance. The conceptual model is suggested in this paper and several research constructs are identified. The constructs used in this paper include export marketing performance, SNS use, degree of innovation, product online fitness, marketing competence, and internationalization competence. According to the results, the SNS use directly influences the export marketing performance. In addition, the factors which determine the level of SNS use are product's online fitness and organizational willingness to undertake innovation. Therefore, it is suggested to increase SNS use in different marketing purposes for future research.

• The Journal of Society for e-Business Studies
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• v.25 no.1
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• pp.135-176
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• 2020

This study is to investigate the factors affecting the usage intentions of 5G service between 5G service subscribers and non-subscribers based on the Integratively Extended Technology Acceptance Model in the initial B2C 5G service market. We designed the integratively extended technology acceptance model to find the more specific factors to affect the usage intentions by integrating the exogenous factors including the technical factors, the social factors, and the personal factors with the ETAM(Extended Technology Acceptance Model). Referring to the previous studies, we constructed the hypotheses of structural influence relationship from the exogenous factors to the dependent usage intentions factors through the mediating belief factors. We designed the 5G service usage intentions model based on these hypotheses and operational definitions of the factors. Using the analysis of SEM(Structural Equation Model), the proposed model and the hypotheses were empirically tested by the data collected from 245 subscribed respondents and 245 non-subscribed respondents. As a result, the perceived ease of use has an effect on the perceived usefulness and enjoyment, and the perceived usefulness/enjoyment and the personal innovativeness have positive effects on the usage intentions of both groups.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.4
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• pp.173-191
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• 2022

The global economic crisis, the trend of an aging society, and the rapid digital transformation are huge burdens and crises for our society. Due to these environmental changes and the economic recession, entrepreneurship and re-employment issues after retirement have emerged as social issues. This study was conducted to empirically analyze what factors affect seniors when they may start a business. In particular, as the fourth industrial revolution progresses, the focus was on the capability to utilize information and communication technology (ICT) and digital media that cannot be avoided. For empirical analysis, an online survey of seniors was conducted and 287 valid samples were analyzed. SPSS 24.0 and Macro Process 4.0 were used for statistical analysis. As a result of the empirical analysis of this study, self-efficacy and personal innovation for information technology acceptance(ICT), and communication capability using digital media had a significantly positive (+) effect on senior's entrepreneurial intention. However, the perceived usefulness of information technology and the capability to utilize digital media devices were not tested for significance. Among the variables that had a significant effect, personal innovation was found to have the greatest effect. Opportunity recognition was found to play a mediating role between self-efficacy, personal innovation, communication capabilities, and senior's entrepreneurial intention. The results of this study are of academic and practical significance in that digital media utilization capability is also an influential factor among various factors influencing the entrepreneurial intention of seniors.

• Journal of Technology Innovation
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• v.27 no.4
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• pp.111-144
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• 2019

As virtual assistants rapidly diffused into the market, the voice shopping market is expected to expand. The purpose of this study is to identify the factors that determine the consumers' intention to adopt voice shopping by using the unified theory of acceptance and use of technology(UTAUT). In this study, we set variables that influence the intention to adoption of voice shopping with performance expectation and effort expectations as the variables of UTAUT and playfulness expectations as an extended variable. In addition, we also include four voice secretary attributes such as response accuracy, compatibility, social presence, and safety in our research model to investigate the source of motivation of voice shopping adoption. The result of this analysis shows that variables such as performance expectation, effort expectation, and amusement expectation have a positive effect on the intention to adoption of voice shopping. With respect to the four voice shopping attributes, compatibility had a positive effect on performance expectancy, effort expectancy, and playfulness expectancy. Social presence has a positive effect on playfulness expectancy. Safety has a positive effect on effort expectancy and playfulness expectancy. On the other hand, response accuracy is not significant for performance expectancy, effort expectancy, and playfulness expectancy. This study reveals the determinants of intention to adopt the new purchasing method called voice shopping, and suggests the important factors for the innovation of commerce business.

• Science of Emotion and Sensibility
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• v.12 no.3
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• pp.289-298
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• 2009

An analysis was carried out for this study to figure out if there exists any differences in the model consumers accept for commercialized MP3-playing clothing and bio-signal sensing clothing. To analyze the differences of the structural variables of the products types, t-test was conducted with SPSS 15.0 package and multi-group analysis with AMOS 5.0 to find out the differences of each path goes with product types in structural equation model. In analytical results of effective sample of 557 copies of questionnaire, consumers' were highly aware of MP3-playing clothing in perceived ease of use, while they were aware relatively high of bio-signal sensing clothing in perceived usefulness, attitudes, consumer acceptance. The perceived value which was input to find out consumers awareness about sale price of commercialized products, was proven to do very important moderating role in forming consumers' attitudes and acceptance intention. Besides, consumers showed a difference in path in accepting model goes with product types. In bio-signal sensing clothing case, 'the perceived usefulness$\rightarrow$attitudes' path which was backed up in MP3-playing clothing was rejected, and 'perceived value$\rightarrow$attitudes' path appeared relatively high with moderating role of perceived value higher than MP3-playing clothing. Considering the results above, as the smart clothing is in the initiative commercialization stage while consumers were in the inquiry stage into awareness or information necessary in the course of purchase decision-making, and so an effective commercialization strategy seems to be necessary.

• Journal of Service Research and Studies
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• v.9 no.2
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• pp.55-76
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• 2019

This study conducted empirical analyses to investigate the factors affecting the intention to use smart home services. Based on the previous relevant studies, the characteristics of smart home service were found to influence on the intention to use smart home service, and four variables(ubiquitous connectivity, reliability, context awareness, and security) concerning the service characteristics could be derived. And referring to the technology acceptance model(TAM), the updated TAM, IS success model, and the theory of reasoned action(TRA), three variables such as perceived ease of use, perceived usefulness and subjective norm were also likely to affect the intention to use smart home service, and the user innovativeness was inferred to play a role of moderating variable. In order to examine the research model and the hypotheses which could describe the relationship of the above mentioned variables, this study surveyed 447 people who were currently using or would use the smart home services, and then tested the hypotheses for 436 valid responses. The results of hypotheses testing showed that reliability, context awareness, and security have a significant effect on perceived usefulness and on perceived ease of use. However, it was found that ubiquitous connectivity significantly affected perceived usefulness but did not affect perceived ease of use. And perceived ease of use, perceived usefulness and subjective norm had significant effect on the intention to use smart home services. Also, user innovativeness as moderating variable was found to significantly influence on the magnitude of the relationship between ubiquitous connectivity and perceived usefulness and on that between reliability and perceived ease of use. This can be interpreted as the findings implying that innovative smart home-service users are likely to feel the smart home-services more useful than ordinary users when the degree of ubiquitous connectivity is higher, and are likely to perceive the use of smart home-services to be easier than ordinary ones when the degree of reliability is higher.