• Journal of Internet of Things and Convergence
• /
• v.10 no.2
• /
• pp.137-148
• /
• 2024

The purpose of this study is to determine how the use of retailtech technology affects consumers' purchase intention. Furthermore, this study aims to investigate the mediating effects of technology usefulness and ease of use on this influence relationship and whether experiential marketing moderates consumers' purchase intention. The survey was conducted from August 1, 2023 to September 30, 2023, and a total of 257 people participated in the study. For statistical analysis, hierarchical regression analysis, three-stage mediation regression analysis, and hierarchical three-stage controlled regression analysis were conducted to test the hypothesis. The results of the study are as follows. First, it was confirmed that big data-AI utilization, mobile-SNS utilization, live commerce utilization, and IoT utilization affect purchase intention in retail technology utilization. Second, technology usefulness has a mediating effect on IoT utilization, mobile-SNS utilization, and big data-AI utilization. Third, perceived ease of use of technology mediated the effects of IoT utilization, mobile-SNS utilization, live-commerce utilization, and big data-AI utilization. Fourth, escapist experience has a moderating effect on mobile SNS utilization and live commerce utilization. Fifth, esthetic experience has a moderating effect on mobile-SNS utilization and big data-AI utilization. Through this study, we hope that the domestic distribution industry will contribute to national competitiveness by securing the competitive advantage of companies by utilizing new technologies in entering the global market.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.19 no.1
• /
• pp.57-76
• /
• 2023

This study analyzes the factors and effects on the users' intention to switch from contact center-oriented to AI chatbot-oriented customer services by combining Push-Pull-Mooring Model and provides insights for companies considering the adoption of AI chatbots. To test the model, we surveyed users with experience using chatbots at least once across different age groups. Finally, we analyzed 176 cases for the analysis using IBM SPSS Statistics and SmartPLS 4.0. The results of hypotheses testing rejected the hypotheses for variables of inconsistent quality and low availability of push factors and low switching cost of mooring factor while accepting the hypotheses for the tardy response of push factors and all pull factors. Therefore, these findings provide important implications for researchers and practitioners who wish to conduct research or adopt AI chatbots. In conclusion, users do not feel inconvenienced by the contact center-oriented service but also perceive high trust and convenience with AI chatbot-oriented service. However, despite low switching costs, users consider chatbots a complementary tool rather than an alternative. So, companies adopting AI chatbots should consider what features the users expect from AI chatbots and facilitate these features when implementing AI chatbots.

• Journal of Korean Elementary Science Education
• /
• v.42 no.3
• /
• pp.467-479
• /
• 2023

For the successful implementation of education using artificial intelligence (AI) in schools, the perception of teachers is important. This study focuses on elementary school teachers and their perception of the need and teaching efficacy of science classes using AI before and after participating in a research school program. The analysis explores four key aspects, namely, learning, teaching, assessment, and communication. The study recruited 24 elementary school teachers from a school designated by the Gangwon Provincial Office of Education to participate in a year-long research school program. The study collected data using pre- and post-program surveys to explore changes in the perception of teachers regarding AI-based science classes. Furthermore, the researchers conducted individual in-depth interviews with four elementary school teachers to investigate the experience factors that influenced the changes in their perception of the aforementioned classes. The main findings were as follows. First, elementary school teachers were positively aware of the need for science classes using AI even prior to their research school experience; this perception remained positive after the research school program. Second, the science teaching efficacy of the elementary school teachers using AI was generally moderate. Even after the research school experience, the study found no statistically significant increase in efficacy in teaching science using AI. Third, by analyzing the necessity-efficacy as quadrants, the study observed that approximately half of the teachers who participated in the research school reported positive changes in learning, teaching, and assessment. Fourth, the study extracted four important experience factors that influenced the perception of the teachers of science classes using AI, namely, personal background and characteristics, personal class practice experience, teacher community activities, and administration and work of school. Furthermore, the study discussed the implications of these results in terms of the operation of research schools and science education using AI in elementary schools.

• The Journal of Economics, Marketing and Management
• /
• v.12 no.1
• /
• pp.29-38
• /
• 2024

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

• Journal of the Korea Society of Computer and Information
• /
• v.28 no.1
• /
• pp.201-208
• /
• 2023

As the demand for AI education increases, AI education is actively conducted in the educational field, but it is difficult to internalize AI education due to securing time, difficulty in organizing class contents, and lack of curriculum. As a way to solve this problem, there is a school autonomous course. The school autonomous course allows schools to have autonomy and discretion throughout the curriculum, such as adjusting the number of hours in the subject group and restructuring the use of achievement standards. In this study, in order to enhance AI education, the effect was analyzed by developing and applying an AI education immersion course using a school autonomous curriculum. In the AI education immersion course, students continuously experience AI education in a dense manner within a limited time, so substantial AI education can be achieved. After the AI curriculum, it was found that students' overall AI literacy and self-determination learning motivation improved. It is expected that this study will be able to present a direction to internalize AI education using school autonomous curriculum.

• Journal of Internet Computing and Services
• /
• v.24 no.6
• /
• pp.57-64
• /
• 2023

This study analyzed the perceptions of elementary and secondary school teachers regarding the importance of SW/AI education in fostering students' fundamental knowledge and the necessity of integrating SW/AI into education. A total of 830 elementary and secondary school teachers were selected as study subjects using the judgment sampling method. The analysis of survey data revealed that elementary and secondary teachers exhibited a strong awareness of the importance and necessity of SW/AI education, irrespective of school characteristics, region, educational experience, or prior involvement in SW and AI education. Nevertheless, the primary reasons for not implementing SW/AI education were identified as excessive workload and a lack of pedagogical expertise. An analysis of opinions on the essential conditions for implementing SW/AI education revealed that workload reduction, budget support, teacher training to enhance teacher competency, content distribution, expansion of subject-linked courses, and dedicated instructional time allocation were the major influencing factors. These findings indicate a significant demand for comprehensive instructional support and teacher capacity-building programs.

• Journal of Digital Convergence
• /
• v.16 no.10
• /
• pp.409-414
• /
• 2018

In China, the usage of smart speaker is continuously increasing. In this study, it is aimed to research on the user experience of the Chinese smart speaker. Therefore, we did literature research followed with theoretical background of smart speaker, and did case study of worldwide popular smart speaker brands. On this basis, we conducted in-depth interview with 8 users who have experienced with the top-selling Chinese smart speaker product "Tmall Genie" and "Mi AI speaker". The interview is based on 7 principles named Honeycomb model, which created by Peter Morville. As a result, users' discomfort was found in the functional part and the usability part of the smart speaker. Furthermore, the users were highly unsatisfied with the smart speaker in the credibility part. Accordingly, Chinese smart speaker should consider the user experience aspects to complement functional and usability parts for user.

• The Journal of Korean Association of Computer Education
• /
• v.23 no.4
• /
• pp.49-59
• /
• 2020

At the beginning of the discussion of AI education in K-12 education, the study was conducted to develop and apply an AI education program based on Design Thinking and analyze the effects of the AI education programs. In the AI education program, students explored and defined the AI problems they were interested in, gathered the necessary data to build an AI model, and then developed a project using scratch. In order to analyze the effectiveness of the AI education program, the change of learner's perception of the value of AI and the change of AI efficacy were analyzed. The overall perception of the AI project was also analyzed. As a result, AI efficacy was significantly increased through the experience of carrying out the project according to the Design Thinking process. In addition, the efficacy of solving problems with AI was influenced by the level of use of programming languages. The learner's overall perception of the AI project was positive, and the perceptions of each stage of the AI project (AI problem understanding and problem exploration, practice, problem definition, problem solving idea implementation, evaluation and presentation) was also positive. This positive perception was higher among students with high level of programming language use. Based on these results, the implications for AI education were suggested.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.16 no.9
• /
• pp.2867-2881
• /
• 2022

This study investigates fashion Artificial Intelligence (AI) curation services to expand sustainable consumption. We analyzed the factors that affect the AI fashion curation service experience of women in their 20s and 30s using their clothes. An online survey was conducted from March 29, 2021, to June 4, 2021, for women of the previously mentioned age groups residing in the metropolitan area. Before answering the questionnaire, they installed the "Style Bot" application on their phone, took five or more photos of their clothes according to the manual provided by the application, stored them in a virtual wardrobe on the application, and then responded to the questionnaire using the AI recommended coordinating function. The effect of the properties of fashion AI curation service application on the use of clothes was investigated. Among the attributes of the fashion AI curation service application, convenience, speed, and usefulness were found to have a positive effect on the use of clothes, and promptness had no effect. Second, regarding the impact of clothing utilization on environmental sustainability, clothing utilization was found to have a positive effect on environmental sustainability. Third, environmental sustainability was found to have a positive effect on satisfaction. Fourth, clothing utilization had a positive effect on satisfaction. Thus, fashion AI curation service would help promote service development so that clothes could be used actively through an in-depth understanding of the properties of these services. Finally, the results of this study would contribute to promoting environmental sustainability.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2022.05a
• /
• pp.361-364
• /
• 2022

This study was carried out for the purpose of Exploring the types of AI platforms for creative activities and how to use them. In order to learn AI in the fields of art creation and music creation, which are representative areas of creative activity, types of AI platforms that can experience AI and perform simple programming were investigated. In addition, the utilization plan was presented so that each AI platform can be used to express students' ideas abundantly and to enhance their creativity. Through this, it is meaningful to suggest that the AI platform can be used as a teaching aid to enhance students' expressive power and creativity in creative activities.