• 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.

• Journal of Information Technology Services
• /
• v.12 no.4
• /
• pp.59-75
• /
• 2013

As education environment is changing rapidly and competition of education industry is more intensive, the importance of service view about education is increasing as a differential competitive advantage. This study attempted to investigate the impact of service convenience as a different competitive advantage on e-learning acceptance by using TAM. The purpose of this study is to examine how five-dimensional service convenience constructs(decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience) affect consumers' perceived usefulness, attitude and usage intention. For this study, data were gathered from respondents who bought or used e-learning services and analyzed by structural equation model. Among the five-dimensional service convenience constructs, two constructs(benefit convenience, post-benefit convenience) affected consumers' positive perceived usefulness, attitude and usage intention about e-learning service. The results show that management and investment to improve benefit and post-benefit service convenience make consumers' positive attitude and usage intention about e-learning service.

• International Journal of Advanced Culture Technology
• /
• v.9 no.4
• /
• pp.61-70
• /
• 2021

At a time when children of multicultural families have begun to enter adolescence in Korea, this study examined the effects of parental support and bicultural acceptance on the career attitude maturity of multicultural adolescents. This study tried to derive the implications related to the career path of multicultural adolescents by verifying the effects of self-esteem on the relationship between parental support, bicultural acceptance, and career attitude maturity. Using the 8th Multicultural Adolescent Panel Survey data (MAPS), the relative influence of antecedent variables on career attitude maturity was confirmed by hierarchical regression analysis of the data from 1,197 respondents. Model 1 included gender and parental support, Model 2 added bicultural acceptance to Model 1, and Model 3 added self-esteem to Model 2. As a result of the study, in Model 1, women had higher career attitude maturity than men, and the more supportive their parents were, the more positive the level of career attitude maturity. The adjusted R2 of Model 1 was .058, which did not have much influence. In Model 2, gender, parental support, and bicultural acceptance had statistically significant effects on career attitude maturity, and the amount of change in F was also significant. The adjusted R2 of Model 2 was .132. In Model 3, parental support was not statistically significant, and gender, bicultural acceptance, and self-esteem had statistically significant effects on career attitude maturity. The amount of change in F was statistically significant and the adjusted R2 was .185. That is, it was confirmed that the more the women, the more the bicultural acceptance, and the higher the self-esteem, the more prepared and determined the career path. Based on the research results, the implications related to career preparation of multicultural adolescents were presented.

• Journal of Information Technology Applications and Management
• /
• v.14 no.4
• /
• pp.175-198
• /
• 2007

Technology Acceptance Model (TAM) has been a basis model for testing technology use. Post researches of TAM have been conducted with the updating the TAM by adding new independent variables in order to increase the explanation power of the model. However, one problem is that different independent variables have to be introduced to keep the explanation power whenever applying to particular technology. This reduces the generality of the research model. Thus in order to increase the generality of the model, this study reviewed the previous researches and collected the independent variables used, and regrouped them into three basic independent constructs. New research model was designed with three basic independent constructs with four constructs selected for the mandatory IT environment and voluntary IT environment, and the structured equations analysis(AMOS) was applied to find the significant causal effect relationships between constructs in addition to the explanation power of the model. Finally, this study concluded that new TAM could be used to explain the users' adopting new technology without any adding new particular independent variables.

• Fire Science and Engineering
• /
• v.34 no.3
• /
• pp.126-133
• /
• 2020

The purpose of this study was to investigate the effects of unconditional self-acceptance and self-exposure of trainees on the post-traumatic growth and to develop a program to achieve post-traumatic growth beyond the previous level without suffering from psychopathological consequences such as post-traumatic stress disorder I wanted to help. For this purpose, unconditional self-acceptance, self-exposure, and Korean post-traumatic growth scale were used. First, it was confirmed that unconditional self-acceptance and self-exposure of firefighters are correlated with post-traumatic growth. Second, hierarchical regression analysis showed that unconditional self-acceptance has more influence on self-acceptance and post-traumatic growth than self-acceptance of firefighters. Based on the results of this study, we propose the program development and therapeutic intervention strategies to promote post-traumatic growth of firefighters.

• Nuclear Engineering and Technology
• /
• v.55 no.8
• /
• pp.3054-3070
• /
• 2023

Nuclear Power Plants (NPP) are widely utilized around the globe from different base forms as it is one of the most dependable renewable resources that technological advancements have offered. However, different perceptions of the usage of NPPs emerged from different generations. The purpose of this study was to investigate the acceptance of nuclear energy as an alternative source of energy among Generation Z in the Philippines by utilizing an extended Theory of Planned Behavior (TPB) approach. An online questionnaire which consisted of 31 items was distributed using a purposive sampling approach and 450 respondents of Generation Z voluntarily answered. Structural Equation Modeling (SEM) showed that the knowledge regarding NPP had significant effects on risk perception and benefit perception which subsequently led to subjective norms. In addition, perceived behavioral control and subjective norms had significant effects on behavioral intention which led to nuclear acceptance. Interestingly, the respondents perceived the benefit of NPP as slightly higher than the perceived risk. With these, it was clear that the commissioning Nuclear Power Plant must consider as an alternative source of electric energy in the Philippines. Moreover, this study is one of the first studies that investigated the acceptance of NPP among Generation Z. Lastly, the model could be a basis to strengthen the acceptance strategy of opening NPP among Generation Z, particularly in developing countries.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.6
• /
• pp.969-981
• /
• 2010

This study explains the consumer acceptance of smart clothing using the extended Technology Acceptance Model (TAM); in addition, it compares the difference in the path hypotheses of the perceived group and nonperceived group from the aspect of the extended TAM. A total of 815 copies of questionnaire were collected from a web-based survey in March 2009. Structural equation modeling was used to examine the entire pattern of intercorrelations among the constructs and to test related propositions using an AMOS 5.0 package. The fitness of the extended TAM explains the process of the adaptation of smart clothing. Technology Innovation (TI) and Clothing Involvement (CI) were confirmed as antecedent variables to affect TAM. In the perceived group, Technology Innovation (TI) and Clothing Involvement (CI) showed significant impacts on the Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) while Technology Innovation (TI) did not influence the Perceived Ease of Use (PEOU) in the non-perceived group. Perceived Ease of Use (PEOU) influenced the Perceived Usefulness (PU) and indirectly influenced Attitude (A) through the Perceived Usefulness (PU) in both groups. In addition, Perceived Usefulness (PU) did not influence Acceptance Intention (AI) but indirectly affected Acceptance Intention (AI) through Attitude (A). Therefore, Attitude (A) was found to be an important parameter in the adaptation of smart clothing in both groups. This finding implies that consumers first perceive the usefulness of smart clothing, then take favorable attitudes towards the smart clothing, and finally have the intention to adopt it. Strategies for publishing and informing consumers of the functions of smart clothing and usefulness in life are necessary; in addition, understanding what useful values they expect from the clothing is also crucial.

• Fashion & Textile Research Journal
• /
• v.21 no.5
• /
• pp.574-585
• /
• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• Fashion & Textile Research Journal
• /
• v.25 no.2
• /
• pp.175-184
• /
• 2023

This study explores aspects of Vietnamese students' acculturation and acceptance behavior of K-fashion, based on the theory of planned behavior (TPB). In-depth interviews were conducted with 8 Vietnamese international students in Korea. The results of the study firstly indicate that K-fashion acceptance behavior of Vietnamese students reflected eight values of K-fashion, two motives of behavior, and two types of K-fashion acceptance behavior. Vietnamese students generally displayed a favorable attitude toward K-fashion. They all switched to K-fashion styles and actively showed their styles through SNS. Second, there was a difference in K-fashion behavior depending on whether the motivation for acculturation was of an active or inactive nature. The distinction between these two groups was determined by applying behavioral reasoning theory (BRT). Students whose motivation for learning Korean was an interest in Korean culture were characterized by active behavior in adapting to Korean culture, while those whose motivation for learning Korean was for strategic reasons, such as finding a good job, exhibited inactive K-fashion acceptance. This study has academic significance in that it enhances the understanding of Vietnamese consumers through the K-fashion acceptance behavior of Vietnamese students in Korea. Vietnamese students who actively embrace K-fashion play an important role in spreading K-fashion, so it could be beneficial to establish a strategy for promoting K-fashion in collaboration with them.

• The Journal of the Korea Contents Association
• /
• v.21 no.10
• /
• pp.409-421
• /
• 2021

The purpose of this study is to verify the effects of innovative technology characteristics of beauty care remote-manufacturing system on resistance and acceptance intentions to innovative technology in the era of the Fourth Industrial Revolution. A survey of 567 female consumers in their 20s and older was conducted. The collected survey data were analyzed for hypotheses verification through structural equation model analysis. First, the perceived usefulness and perceived ease to use of beauty care remote-manufacturing systems have negative effects on resistance to innovative technology. Second, resistance to beauty care remote-manufacturing systems has been shown to negatively affect acceptance intention. Third, perceived risk to beauty care remote-manufacturing systems have been shown to negatively affect acceptance intention. Through this study, it can be found that the significance of this study in that it derived factors that affect consumer' resistance and acceptance of innovative technologies and presented new trends and directions of the cosmetics manufacturing industry.