• Title/Summary/Keyword: Actual Usage Behavior

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Factors Affecting the Mobile Instant Messenger Users' Continued Usage Behavior and the Moderating Role of Habits: Focused on WeChat (모바일 인스턴트 메신저 사용자의 지속사용행동에 대한 영향요인과 습관의 조절효과: WeChat을 중심으로)

  • Zhang, Heng;Koh, Joon;Kim, Kyun Soo
    • The Journal of Information Systems
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    • v.25 no.3
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    • pp.61-90
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    • 2016
  • Purpose Recently the usage of Mobile Instant Messenger(MIM) has been increased all over the world. With the development of Mobile Internet, a large amount of mobile application came into being, such as WeChat, the most popular MIM now in China. It has a huge number of registered users, but just only half of them are the "active users". This study intends to examine what factors affect MIM user's continuance intention and actual usage behavior. Design/Methodology/Approach Based on the framework of Perception/Emotion-Behavior and the extended ECM-ISC (Expectation Confirmation Model of IS Continuance), this research introduced some unique variables to a user satisfaction model focusing on perceived/emotional factors in WeChat. In this model, perceived/emotional factors have been divided into enabler factors and inhibitor factors to analyze the effect on continuance intention and actual usage behavior. Also, the moderate effect of the habits was discussed. An online questionnaire survey of 203 WeChat users was conducted and the empirical validation was employed to test the research model. Findings From the empirical results, perceived usefulness, expectation confirmation, and needs for affiliation significantly affected satisfaction. Also, satisfaction influenced continuance intention which led to actual usage behavior. We found that the habit moderates the relationship between satisfaction and continuance intention. The result of this study provides guidance to the developers and operators of WeChat on how to improve enhance users' satisfaction and loyalty.

Exploring Purchase Behavior of Digital Items and Actual Usage in a Social Network Site: A Longitudinal Perspective (소셜 네트워크 서비스 사용자의 디지털 아이템 구매와 실제 사용에 관한 연구: 종단적 관점에서)

  • Kim, Byoung-Soo;Han, Se-Hee;Kang, Young-Sik
    • The Journal of Information Systems
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    • v.21 no.2
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    • pp.97-114
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    • 2012
  • Given the rapid growth of social network services (SNS) such as Facebook and Cyworld, it is important to understand SNS users' decision-making processes such as purchasing and continuance intention. Especially, as a number of SNS providers such as Cyworld and Habbo Hotel recognize the sales of digital items as the main source of their profits, it is critical to in-depth understand SNS users' purchasing behaviors. In this regard, this study explores continued usage behaviors and purchase behaviors of digital items in an SNS environment using a longitudinal research method. This paper develops a theoretical model to deeply understand the key drivers of purchase behavior of digital items through constructs prescribed by two established research streams on information systems, namely continuance usage and habitual usage. Moreover, this study examines the effects of actual and ideal self-image congruity on SNS continuance intention and habit. The research model was tested by using survey data collected from 307 users who have experience with Cyworld. The analysis results show that SNS actual usage directly influence purchase behavior of digital items. SNS users' continuance intention and habit are key drivers to enhance the level of actual usage of the SNS. Both actual and ideal self-image congruity play a key role in enhancing continuance usage and habitual usage. The implication of research and discussions provides reference for SNS providers in marketing and IT strategy.

A Study on Actual Usage of Information Systems: Focusing on System Quality of Mobile Service (정보시스템의 실제 이용에 대한 연구: 모바일 서비스 시스템 품질을 중심으로)

  • Cho, Woo-Chul;Kim, Kimin;Yang, Sung-Byung
    • Asia pacific journal of information systems
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    • v.24 no.4
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    • pp.611-635
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    • 2014
  • Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users' perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be 'actual' usage in a strict sense that responders' perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be 'real' quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using 'fact' data such as system logs and specifications of users' information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based measure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user's device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak ($R^2$=0.064). Second, fact-based system quality (quality of user's device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users' past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users' actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.

The Impact of Continued Behavior on Real Usage: Focusing on Mobile Web (지속 사용 행동이 실 사용량에 끼치는 영향: 모바일 웹을 중심으로)

  • Choi, Hun;Yu, Sung-Yeol
    • The Journal of the Korea Contents Association
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    • v.8 no.1
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    • pp.27-38
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    • 2008
  • Since the current mobile web market is already in its maturity, a research concerning the continued behavior of mobile Internet users should be carried out. The purpose of this research is to understand user's continued behaviors by theoretically constructing and empirically testing a continued model using real usage data. The model consists of four post-expectation factors (usefulness, ease of use, enjoyment, and perceived value) as well as user satisfaction, continuance intention, and the actual usage amount. To test the model, an on-line survey had been conducted, and we collected the actual usage data of survey respondents via the support of telecommunication companies. The study results indicate that post expectation variables were found to influence satisfaction, continuance intention, and actual usage amount of mobile web users. This paper ends with study limitations and implications on mobile web industry.

The Influence of Behavioral Intention on Usage Behavior of Chinese Online Fashion Platform Consumers Using the Expanded Unified Theory of Acceptance and Use of Technology - Focusing on Generation MZ - (확장된 통합기술수용이론을 활용한 중국 온라인 패션 플랫폼 소비자의 사용의도가 사용행동에 미치는 영향 - MZ세대를 중심으로 -)

  • Zi Wei Li;Jin Young Kim
    • Fashion & Textile Research Journal
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    • v.25 no.3
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    • pp.291-303
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    • 2023
  • The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generation consumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether satisfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The research results can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ consumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention to use online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese Generation MZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was confirmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effect of satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. This research, which proposes a research model explaining the usage intention and behavior of online fashion platforms based on UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usage intention and the final usage behavior from the general consumer's perspective, has academic significance.

User Acceptance of the Mobile Internet Services (무선 인터넷 서비스의 사용자 수용)

  • Lee, Won-Jun;Lee, Chung-Seop;Kim, Tae-Ung;Paik, Tae-Young
    • Asia pacific journal of information systems
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    • v.14 no.2
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    • pp.61-86
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    • 2004
  • Despite their potential value, the mobile Internet services in the domestic market have not been widely accepted as industry experts have expected. To understand why, this study uses the TAM, Technology Acceptance Model, and explores the factors affecting the usage behavior of the end-users. Based on statistical analysis of survey data, we show that social influence and perceived ease of use affect perceived usefulness, and that self-efficacy and focus significantly influence perceived ease of use. Furthermore, perceived usefulness is shown to play a significant role in explaining actual usage of the mobile Internet services. However, contrary to the hypothesized relationships, service quality, focus, and innovativeness of users turn out to have little impact on the traditional endogenous TAM variables such as perceived usefulness, perceived ease of use, and actual usage behavior. Based on these results, we attempt to provide managerial implications for the domestic mobile Internet service providers and to suggest future research directions in this domain of research.

A Study on the Attitude and the Actual Condition between Housewives and Woman University Students about Furniture Usage and Living Room (거실공간과 가구사용에 대한 주부와 여대생의 의식 및 실태)

  • 임소연
    • Journal of the Korean Home Economics Association
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    • v.33 no.4
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    • pp.289-300
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    • 1995
  • The purpose of this study was to suggest usage that all family members could find satisfaction in the way to use furniture and living room. First of all, methods of research for this purpose were to grip on the points of difference and sameness on the attitude and the actual condition about furniture usage and living room between housewives and woman university students. To make analysis the data, frequency, $\chi$2-test, t-test, F-test and factor analysis were used. The major results are as follows ; 1. There were significant differences in the using time, time zone and life behavior in living room. 2. In furniture usage, housewives and woman university students have significant differences. 3. According to the results of making investigation into degree of satisfaction abut furniture and living room usage, housewives and woman university students have significant differences.

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A Study on Cosmeceuticals Usage Actual Condition and Purchasing Behavior of Female Undergraduates (여대생들의 기능성화장품에 대한 사용실태 및 구매행동에 관한 연구)

  • Kim, Ju Duck
    • Journal of the Society of Cosmetic Scientists of Korea
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    • v.38 no.4
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    • pp.339-356
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    • 2012
  • At this point in time, the importance of cosmeceuticals is being emphasized. This report is about the cosmeceuticals usage analysis of actual condition and purchasing behavior of female undergraduates. I suggest the methods for the sustainable improvement of cosmeceuticals that will satisfy needs of more customers through market segmentation. The subjects of this study were 340 undergraduates of selected 2 women's Universities in Seoul. 300 replies among the total distibuted questionnaires were analyzed with SPSS WIN 15.0 Statistics program. Through the study, it appears that the most female undergraduates use cosmeceuticals and the usage of cosmeceuticals is to resolve their skin problems. The most popular places for the purchase of cosmeceuticals are department stores and the most important consideration on purchases is the effectiveness of products. It is discovered that sunscreens are the most used cosmeceuticals.

A Relationship Between Pro-Environmental Behavior and Eco-Friendly Channels Usage: Local Food Market and Farmers' Market Context

  • KIM, Young-Doo
    • The Journal of Industrial Distribution & Business
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    • v.13 no.12
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    • pp.43-57
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    • 2022
  • Purpose: Despite the numerous studies on factors impacting pro-environmental behavior, actual studies analyzing a relationship between pro-environmental behavior and eco-friendly channels (e.g., local food market and farmers' market channel) usage behavior (visit and purchasing frequency) are rare. This study investigated the relationship between consumers with positive pro-environmental behavior and eco-friendly channels usage behavior. Research design, data and methodology: The study investigated the relationship between pro-environmental behavior and eco-friendly channels (local food markets and farmers market) visit behavior by analyzing data from the Korea Consumer Agency's 2021 Korea Consumption Life Index, with a focus on the pro-environmental index. Relationship between pro-environmental behavior and whether eco-friendly channels visit or not were analyzed. Demographic variables also influence eco-friendly oriented channels visit. Data analysis used hierarchical regression, firstly inputted pro-environmental behavior, and then demographic variables inputted, and finally pro-environmental behavior and demographics interactions as moderating variables inputted. Results: Consumer's with positive behavior towards pro-environment were indeed more likely to choose local food market and farmers' market compared to other consumers. Demographic variables also effect local food market visit. Some demographic variables moderate this relationship. The results, however, differed by channel type. Conclusions: Pro-environmental behavior is closely related to eco-friendly channels (local food market and farmers; market) visit.

The Usage Characteristics of Twitter, and Their Relationship with Gender, Age, and Brand Preferences

  • Ahn, Hyung Jun
    • Journal of the Korea Society of Computer and Information
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    • v.21 no.3
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    • pp.73-81
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    • 2016
  • With the increasing popularity of social network services (SNSs), there have been many attempts to analyze the users of SNSs. By doing so, the characteristics and preferences of the users can be understood, which can help companies provide personalized information and services that they need or are relevant for them. This study aimed to analyze the usage behavior of Korean Twitter users from various perspectives to deepen the understanding of it. For this research goal, an online survey was conducted for the users of Twitter and the data about their actual usage were collected using the open API of Twitter. Factor analysis of the data revealed five factors that explain about 69.3% of the usage variables. It was also investigated how the factors are related to gender, age, and brand preferences. The results showed that the usage behavior of Twitter is largely affected by age (p<0.001), and also by gender through an interaction effect (p<0.05). Also, the factors showed significant statistical correlations with the brand preferences of the users.