• 정보화정책
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• 제21권2호
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• pp.49-66
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• 2014

클라우드 컴퓨팅이 지속적 성장세를 보이고 향후 정보통신기술 산업에서 그 중요성이 부각되면서 실무계에서는 클라우드 컴퓨팅 수용에 따른 이점과 우려 등이 활발히 논의되고 있는 반면, 학술적 관점에서 클라우드 컴퓨팅에 관한 실증연구도 이루어지고 있지만 매우 부족한 편이며, 클라우드 컴퓨팅 환경에서의 보안, 프라이버시, 신뢰를 다룬 실증연구는 찾아보기 힘든 상황이다. 본 연구는 향후 클라우드 컴퓨팅 서비스 이용이 확대될 것으로 예상되는 지방자치단체 공무원들을 대상으로 클라우드 컴퓨팅 서비스 이용의도에 중요한 역할을 할 것으로 기대되는 지각된 위험, 인터넷상의 프라이버시와 신뢰에 관한 연구들을 토대로 클라우드 컴퓨팅 서비스 이용자의 지각된 보안위험, 프라이버시 염려, 신뢰, 그리고 태도와 이용의도간의 인과관계를 규명할 수 있는 개념적 모형을 설정하고 이를 실증연구를 통하여 검증하였다. 연구결과 지각된 보안위험은 프라이버시 염려에 정(+)의 효과를 미치는 것으로 나타났고 프라이버시 염려는 신뢰에 부(-)의 효과를 미치는 것으로 확인되었다. 한편 신뢰는 태도에 정(+)의 효과를 미치며, 태도와 클라우드 컴퓨팅 서비스 이용의도와의 관계도 유의한 것으로 나타났다.

• International Journal of Computer Science & Network Security
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• 제21권3호
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• pp.219-228
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• 2021

The adoption of new technology in any organization will represent change, and such change needs user acceptance for its successful implementation. Saudi Arabian health centers are no exception; therefore, the current study will investigate the adoption of new technology, namely that of virtual reality (VR), within health centers in Saudi Arabia and specifically in Riyadh City. This study explores the current state of VR technology adoption, factors that influence such adoption, and the extent of this technology's efficiency when it is used for vaccinating children. The data were collected from two samples: workers in vaccination clinics who responded to a survey and a group of children who participated in the VR technology experiment. The current study proposed a model based on the unified theory of acceptance and use of technology 2 (UTAUT2), with the addition of two variables: personal innovativeness and satisfaction. The results indicated that the respondents' perceptions regarding the health centers' infrastructure in terms of adopting VR were moderate. Among the factors affecting VR adoption, satisfaction, personal innovativeness, and behavioral intention were identified as vastly influential factors. From the eight hypotheses, six were found to be supported, with their factors significantly influencing behavioral intention with regard to VR technology adoption. Besides, the experiment concerning the use of VR technology on children verified the technique's high efficiency in terms of providing pain management and fear removal. These findings support the continuity of VR technology use, expand its future application fields, and integrate this study into the literature on technology acceptance models for VR adoption, as limited studies have covered this topic; consequently, this will benefit future research in this field.

• 경영정보학연구
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• 제18권2호
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• pp.151-171
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• 2016

최근 스마트 폰, 스마트 패드와 같은 모바일 기기의 급속한 확산과 이동통신 기술의 발전으로 소비자들의 쇼핑 행태가 변화하고 있다. 본 연구에서는 계획 행동 이론(TPB: Theory of Planned Behavior)에 신뢰를 통합하여 모바일 쇼핑몰 고객들의 구매 의사 결정 메커니즘을 살펴보고자 한다. 지각된 용이성, 지각된 유용성, 지각된 유희성, 신뢰를 행동에 대한 태도의 주요 선행 요인으로 고려하였다. 또한, 보안, 지각된 위험, 주관적 규범이 신뢰에 미치는 영향도 살펴보았다. 모바일 쇼핑몰에서 구매 경험이 있는 154명의 고객들을 대상으로 연구 모형을 분석하였고, PLS(Partial Least Squares)를 활용하였다. 연구 분석 결과 행동에 대한 태도와 지각된 행동 통제력 모두 구매 의도에 유의한 영향을 미치는 것으로 분석되었다. 또한, 고객들이 모바일 쇼핑몰이 유용하고 재미있다고 인지할수록 구매에 긍정적인 태도 형성을 통해 구매 의도에 영향을 미쳤다. 하지만 신뢰는 직접적으로 구매 의도에 영향을 미치지 않았고, 행동에 대한 태도를 통해서 구매 의도에 유의한 영향을 미치는 것으로 분석되었다. 마지막으로 주관적 규범은 신뢰에 유의한 영향을 미쳤지만, 보안과 지각된 위험은 신뢰에 유의한 영향을 미치지 않았다. 모바일 쇼핑몰 제공업체들은 모바일 쇼핑몰 고객들의 구매 의사 결정 메커니즘에 대한 이해를 바탕으로 보다 효과적인 운영 및 마케팅 전략을 수립해야 할 수 있을 것으로 기대된다.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.1155-1169
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• 2021

This study will explain the determinants factors that can increase donation behavior in public funding. The originality of this study is the use of Agreeableness Personality and Social Exclusive as predictors in Theory of Planned Behavior. Besides that, this study involves Attitude, Perceived Behavioral Control, Religiosity, Intention to Donate, and Donation Behavior. The population of this research is all people registered as active participants of BPJAMSOSTEK in East Java Province, of which 400 people are used as samples. The data analysis method used to test the hypothesis is SEM, which was conducted by utilizing the WarpPLS 6.0 software. The study found that Agreeableness Personality significantly had a positive effect on Attitude and Perceived Behavior Control, while Social Exclusive only significantly had a positive effect on Perceived Behavior Control. Attitude and Perceived Behavior Control influence the Intention to Donate positively, then consequently had a positive effect on Donation Behavior. Religiosity tends to strengthen the influence of the Intention to Donate to Donation Behavior. To improve donation behavior in the general public, BPJAMSOSTEK must organize a form of labor protection efforts to bring prosperity to all workers in Indonesia.

• 유통과학연구
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• 제18권6호
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• pp.25-35
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• 2020

Purpose:Travel agencies have use digital tools in order to shift the paradigm in how business is conducted. Online travel agencies provide the same services as a normal travel agency, including hotels, transportation, guided tours, reservations, and related services, but using an "online platform. Travelers planning a trip can use a lot of forms to collect information and have access to a larger amount of information, so the factors that influence the user's behavioral intention are very important. This research has the conducted to find what factors lead to the attitudes of consumers in using OTA using the UTAUT model. Research design, data and methodology: The object of this study were respondents of a google survey using convenient sample extraction method, chosen among consumers who gathered information, or purchased a product. A total of 217 of the 235 questionnaires Google survey answered were used in the final analysis, excluding insincere responses. Using PSS v.21 and AMOS v.21, frequency analysis, feasibility and reliability analysis, path analysis was performed. Results: UTAUT affects OTA use satisfaction and trust, and OTA satisfaction and trust affect behavior intention. Conclusions: Research was conducted using the UTAUT model to explore factors that affect the attitudes of users of online travel agencies (OTA).

• 한국정보시스템학회지:정보시스템연구
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• 제31권1호
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• pp.91-113
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• 2022

Purpose In the era of the 4th industrial revolution, the introduction of unmanned stores is rapidly spreading throughout the entire distribution market. Unmanned stores are stores where consumers purchase products on their own through machines and not through contact with people. As there are no managers in unmanned stores, Servicescape is expected to have many effects on the purchasing behavior of consumers. Therefore, this study aims to observe the effect of Servicescape on consumer behavioral intentions. Design/methodology/approach This study wanted to look at the relationships among Servicescape in unmanned stores, utilitarian values, hedonic values, satisfaction, and continuous use intentions. The collected(n=211) from individuals who have experienced in using unmanned stores was analyzed with SmartPLS2.0 to test proposed hypotheses. Findings The research results are as follows. First, it was shown that the space, convenience, and comfortableness of Servicescape have positive effects on utilitarian value, and cleanliness did not have significant effects on utilitarian value. Second, it was shown that space and comfortableness had positive effects on hedonic value, and convenience and cleanliness did not have significant effects on hedonic value. Lastly, it was shown that utilitarian values and hedonic values have positive effects on satisfaction, and satisfaction was found to have positive effects on continuous use intentions.

• Asia pacific journal of information systems
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• 제30권3호
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• pp.614-635
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• 2020

This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

• 한국산학기술학회논문지
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• 제16권12호
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• pp.8297-8305
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• 2015

문화예술공연은 소비자가 경험을 통해 가치를 얻고자 하는 서비스의 한 영역으로서 소비자가 중요하게 판단하는 서비스 품질에 대한 종합적인 연구가 필요하다. 또한 다양한 서비스산업과 분야에서 서비스품질에 관련된 연구들이 활발하게 진행되고 있지만 공연사업에서는 서비스품질과 관련한 연구는 그다지 많지 않다. 이에 공연산업은 고유의 주제를 표현하기 위하여 공연장의 서비스 품질이 많은 영향을 주고 있는데 아직까지 공연예술의 관람객에 대한 이용형태별 공연예술의 선택 속성, 즉, 물리적 환경 품질, 상호작용 품질, 결과품질이 공연 선택에 어떠한 영향을 미치는가에 대한 연구는 이루어지지 않았다. 따라서 본 연구는 합창 공연 이용객을 중심으로 합창 공연 이용형태에 따라 공연 선택 시 고려하는 물리적 환경 품질을 파악하고, 이러한 요인들이 상호작용 품질과 결과 품질, 행동의도에 어떠한 영향을 미치는지 분석하여 향후 마케팅 전략을 수립하는데 시사점을 제공하는데 있다.

• 무역학회지
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• 제44권1호
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• pp.143-158
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• 2019

As the overseas direct purchase market grows rapidly, firms are setting up various strategic directions to attract consumers. However, many previous researches on this issue have focused on consumption behavior based on consumers' motivation and demographic factors, so there is a certain limit to suggest practical implications for firms. Therefore, this study proposed modeling to understand how firm's strategic direction influences consumers' acceptance behavior in order to overcome these limitations. For this purpose, this study conducted a survey on 357 domestic consumers and conducted empirical analysis through structural equation model analysis. As a result, the effort expectancy of overseas direct purchase site has a strong influence on consumer intention as much as performance expectancy. We also found that product variety had the strongest impact on performance expectancy and that web site reputation directly affected consumers' behavioral intention as well as purchasing behavior.

• International Journal of Contents
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• 제12권3호
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• pp.47-53
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• 2016

The purpose of this study was to examine how Korean students accept and use mobile-assisted language learning (MALL) and investigate related factors that potentially affect MALL usage. The participants were 244 undergraduate students who were surveyed with a questionnaire. The research model, which included students' self-efficacy, content reliability, interactivity, perceived enjoyment, perceived usefulness, perceived ease of use, attitude, and behavioral intention to use MALL, was developed based on the technology acceptance model (TAM). The structural equation modeling (SEM) technique was employed in order to analyze the overall results of modified TAM and the research model. The results indicated that TAM was a good theoretical tool to understand students' acceptance of MALL. In addition, all constructs, with the exception of self-efficacy and interactivity, had significant effects on students' acceptance possibilities of MALL. Limitations and suggestions for the further study are also presented.