• The Journal of Society for e-Business Studies
• /
• v.17 no.1
• /
• pp.1-21
• /
• 2012

Conventional studies on technology acceptance have focused on information technology for utilitarian value and hence based on 'theory of reasoned action'. Correspondingly, the studies depend on perceived usefulness and perceived ease of use as rational decision making elements. However, in ubiquitous society, innovative technologies are applied to non-task area, as well as task-oriented area. Therefore, users are more influenced by affective factors than cognitive factors in causing their usage intention. In line with those discussions, we cannot make sure that the conventional technology acceptance model could fully explain the current u-service acceptance phenomenon. Hence, to overcome the limitations of the prior technology acceptance studies, we propose an amended TAM which includes one hedonic factor and two factors on ubiquitous computing technology : ubiquity and intelligence.

• Journal of Digital Convergence
• /
• v.18 no.3
• /
• pp.139-147
• /
• 2020

In the fourth revolution resulting from ICT convergence, Blockchain-based platform is being applied to various fields. This trend is expected to become stronger in the future. This study aims to explore several factors pertaining to user acceptance of Blockchain-based financial platform. It is important for finance business managers and blockchain technical managers to verify the user's willingness to accept the blockchain. In this study, the factors determining the acceptance of blockchain-based platform we explore are innovation, convenience, security and preference. Based on the results of the survey, 465 users(male 262, female 212) completed the questionnaire, a structural equation analysis was used in order to analyze the blockchain's users acceptance framework. Through the results we were able to identify and validate the differences in innovation and convenience by gender as well as the factors determining the acceptance of blockchain-based financial platform.

• The Journal of Society for e-Business Studies
• /
• v.16 no.4
• /
• pp.155-172
• /
• 2011

The purpose of this study is to examine factors affecting an individual's acceptance of mobile banking, which is a typical example of smartphone based self-service. We derive three personal traits(positive technology readiness, negative technology readiness and individual's expertise) as antecedent variables that affect intention to use mobile banking from previous studies, and adopt a technology readiness and acceptance model(TRAM) to investigate factors that determine an individual's intention to use mobile banking. TRAM, which integrates technology readiness index(TRI) into the technology acceptance model (TAM) in the context of consumer adoption of e-service systems, is adopted to examine personal traits influencing on the factors forming the attitude of mobile banking. The new findings of this study are as follows. First, individual's expertise and positive technology readiness(ptr) have significant effect on both perceived usefulness and perceived easy of use. However, negative technology readiness(ntr) has significant effect on only perceived easy of use.

• The Journal of the Korea Contents Association
• /
• v.22 no.2
• /
• pp.255-269
• /
• 2022

In this study, it was necessary to examine consumer acceptance attitudes from an in-depth and multifaceted perspective at a time when the need for chatbot services in various industrial fields is increasing and being activated in earnest. Accordingly, this study conducted a structural equation model to examine not only the structural relationship between ease, usefulness, and playfulness among the main functions of chatbot services and their acceptance attitudes, but also whether there is a mediating effect of service value in the relationship. As a result of the main study of this study, it was identified that the relationship between the ease, usefulness, and playfulness factors, which are the main functional sub-factors of the chatbot service, and their acceptance attitude and service value had a statistically static influence relationship. Based on these research results, the main research conclusions suggest that when companies in various fields provide chatbot services in the future, it is necessary to clearly determine the influencing factors that can affect the chatbot service acceptance attitude and provide these services. Through this, it is expected that the AI chatbot service will strengthen communication with consumers and establish itself as a customized and personalized counseling service.

• Journal of Distribution Science
• /
• v.13 no.10
• /
• pp.135-142
• /
• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• Journal of Korean Society for Quality Management
• /
• v.37 no.1
• /
• pp.40-55
• /
• 2009

This research is an empirical study to analyze the factors that affect users' acceptance & diffusion of online product message. Today many people use the product message/information on the internet, before they make decision to buy something in online/offline environment. This paper proposes the site design look, enjoyment, and usefulness as message perception factors. And we examine the relationship among the perception factors, message credibility, acceptance & diffusion. The purpose of this paper is threefold. First, we examine the relationship between as perception factors and the credibility assessment of the message by customers. Second, we will show the effect of message credibility on the message acceptance & diffusion. Third, we try to present some theoretical and empirical implication through the result of our studies.

• The Journal of Information Systems
• /
• v.23 no.3
• /
• pp.73-97
• /
• 2014

Internet has begun various transformation and innovation in terms of society, culture and industry. Today, Social Network Service(SNS) is an exceedingly popular and useful tool for making human relationships. Previous studies related to SNS, which based on Technology Acceptance Model(TAM), were focused on user acceptance of new technology. However, they had the limitations to focus on technology acceptance, without the consideration of the cognitive factors in using SNS. This study examined how the main factors of intention to use of SNS continuously affect perceived usefulness and ease of use through familiarity, self-expression, hedonic shopping value, utilitarian shopping value and personal relationship. The results of hypothesis testing showed that familiarity, self-expression, hedonic shopping value and personal relationship have some positive impacts on the perceived usefulness and ease of use. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategies for acquiring and retaining long-term customers related to SNS business.

• Journal of Information Technology Services
• /
• v.11 no.1
• /
• pp.247-272
• /
• 2012

Social Network Service(SNS) is a kind of advanced Internet service that acts as personal media. This study was intended to find out the structural relationships among factors affecting the usage of social network services by extending the Technology Acceptance Model(TAM). For this purpose, the variable 'Flow' was first integrated into the TAM in order to understand the internal motivations of users. And then the external factors of SNS usage were derived from the perspective of users, contents, and media side of SNS, and finally the dependent variable was set with the intention of sustainable use. Then these factors were carefully integrated into a structural model. We expect the findings of this study will be very helpful for the internet marketing professionals, SNS developers, and the others.

• New & Renewable Energy
• /
• v.17 no.4
• /
• pp.28-35
• /
• 2021

It is very important to secure hydrogen acceptability to achieve the hydrogen economy. This study empirically analyzed the factors affecting acceptance by using the results of a questionnaire administered to residents of Jeonju-Wanju Hydrogen Demonstration City. The results indicated that the safety of hydrogen infrastructure and local industry and economic growth positively affected acceptance. In particular, local industry and economic growth were more effective in improving resident acceptance. As policy factors, support for government policies and disclosure of information on projects were also positive factors. As perceptual factors, the higher interest in hydrogen and less safety concerns positively affected acceptability. Therefore, as far as hydrogen safety is concerned, it seems necessary to support local industry development to improve acceptability, disclose information related to industrial development, and introduce targeted experience programs.

• Research in Community and Public Health Nursing
• /
• v.28 no.3
• /
• pp.313-323
• /
• 2017

Purpose: The purpose of this study is to investigate factors affecting social problem-solving ability of alcohol-dependent patients with a focus on gender differences. Methods: Participants were 250 alcohol-dependent people(men 140, women 110) who were living in B, G and Y cities. Data were collected from January 10 to March 31, 2017 using self-report questionnaires. Abstinence self-efficacy, alcohol insight, unconditional self-acceptance, and social problem-solving ability were investigated. For data analysis, t-test, one-way ANOVA, Pearson correlation coefficients and multiple regression were employed. Results: Factors influencing social problem-solving ability for men were unconditional self-acceptance and age. The explanatory power was 28%. Factors influencing social problem-solving ability for women were unconditional self-acceptance, stress, religiousness, age, occupation and abstinence self-efficacy and the explanatory power was 72%. Unconditional self-acceptance and age were significant variables of social problem-solving ability in both men and women. Stress, occupation, religiousness and abstinence self-efficacy were significantly associated with social problem-solving ability in women but not in men. Conclusion: The results suggest that it is necessary to consider gender characteristics in order to develop effective management programs for social problem-solving ability in alcohol-dependent people.