• Journal of Information Technology Applications and Management
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• v.30 no.5
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• pp.121-139
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• 2023

This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the 'Korea Media Panel Survey' surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.5
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• pp.129-137
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• 2022

This study compared the sociodemographic characteristics and innovativeness of OPAL generation e-commerce users and non-users based on the innovation diffusion theory, and examined the effect of these personal characteristics on the availability of e-commerce use. The result showed that OPAL generation e-commerce users differed from non-users in gender, age, income level, education level, and functional, hedonistic, social and cognitive innovativeness. In addition, gender, age, educational level, functional and hedonistic innovativeness were found to be significant variables that determined the OPAL generation's use of e-commerce. Based on these results, we presented the theoretical and practical implications of this study.

• Journal of Distribution Science
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• v.12 no.10
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• pp.99-108
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• 2014

Purpose - The goals of this study are the following. First, this study focused on customer satisfaction of in-flight service. Specifically, in-flight duty free items were considered because of their potential value related with the differentiated strategy of airline companies. Second, this study analyzed feasible strategies that would fence off the aversive attitudes of consumers toward innovation regarding in-flight duty free items. Third, this study strived to discover implicit routes related with the reactions of of consumers to innovation. Fourth, the construal level theory was applied to the context of in-flight service. Psychological distance is expected to promote acceptance of innovation for duty free items. Research design, data, and methodology - This study consisted of three experiments. All data were collected through the participation of university students. First, the experiment employed a 2×2 between-subject design. The first independent variable was temporal distance (long vs. short of navigation time). The second independent variable was innovativeness (innovative duty free items vs. typical items). Further, experiment 2 involved a 2×2 between-subject design. The first independent variable was social distance (typical vs. atypical stewardess image). The second was innovativeness that was based on a pattern similar to that of the prior experiment. The third experiment involved a 2×2×2 design. The first and second independent variables were temporal distance and item innovation, respectively, based on the method of experiment 1. The third independent variable was cognitive depletion (depletion vs. control condition). Results - Experiment 1 demonstrated that the innovation of duty free items would need to consider the journey time of the airline. Specifically, innovative items were preferred in case of a long journey; typical items, however, were liked in a short journey. Further, experiment 2 demonstrated that, in spite of a short journey, innovative items would be preferred if an atypical stewardess was serving. An atypical stewardess was linked with social distance, and the psychological effects would activate a creative and flexible mindset that would fit with innovative duty free items. The final experiment was accomplished for the examination of cognitive processing of psychological distance on innovation-acceptance. Specifically, if the effects were related with systematic processing, then cognitive effort would be needed. In contrast, if they were related with heuristic processing, then such efforts would not be required. The same pattern appeared under both cognitive depletion and control condition; therefore, the effects of psychological distance were implied to be heuristic processing. Conclusions - Managers need to consider the navigation time, stewardess concepts, and depletion of consumers as important factors for innovative strategy regarding in-flight service. Longer journeys are more successful for innovative trials. Further, a more atypical stewardess image is more successful for atypical service. Long navigation and unfamiliar stewardesses may activate creative and flexible thinking. Further, cognitive depletion of consumers is not a dominant factor of psychological distance effects, because the effects are not related with systematic processing, but with heuristic processing.

• The Journal of Information Systems
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• v.23 no.4
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• pp.49-74
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• 2014

The introduction of smartphone caused the most revolutionary change in the domestic telecommunications market after the digital revolution. However, due to the saturation of the local market, it is expected to post negative growth in 2016 and the sales of national communication carriers is in stasis. Thus, the smartphone industry is starting to shift its marketing efforts to secure the silver generation who still has room for increase in the rate of smartphone usage. As the silver generation has physical limitations and differences in needs, the marketing strategy based on the smartphone utilization is not appropriate. This study suggests the new silver generation, who has high income level and similar characteristics to the younger generation, as the new customer segment for smartphone. We analyze the effects of the major variables of UTAUT on smartphone use, as well as examine how these relationships differ between the new silver and the net generation. We verified the hypotheses using a survey with 309 smartphone users. The research findings supported the hypotheses regarding the effects of performance expectancy, effort expectancy and facilitating conditions on smartphone use, but did not support the hypothesis on the effect of social influence. The result of the group comparisons showed that both generation have similar characteristics on innovativeness and cognitive absorption, but the moderating effect of age on performance expectancy, effort expectancy and use is stronger in conjunction with the new silver generation. The study results are expected to be used in establishing a marketing strategy for the new silver generation.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.191-199
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• 2015

The purposes of this study are to examine the predictability of variables related to SNS intention to use in collaborative learning and provide some new implications. Based on Technology Readiness and Acceptance Model (TRAM), we hypothesized that optimism, innovativeness, discomfort, insecurity as personal disposition variables, subjective norm as a social variable, and perceived usefulness and perceived ease of use as cognitive variables would predict SNS intention to use. For this study, 274 'Share Leadership' students in E university completed surveys and it was analyzed by multiple regression analysis. The results of this study showed as follows. First, optimism, innovativeness, discomfort, and subjective norm predicted perceived ease of use. Second, optimism, insecurity, subjective norm and perceived ease of use predicted perceived usefulness. Third, subjective norm, perceived ease of use and perceived usefulness predicted SNS intention to use. From this, it is revealed that positive technology readiness predict much more than negative technology readiness do and the role of teacher and peers is very important.

• Journal of Distribution Science
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• v.12 no.11
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• pp.85-100
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• 2014

Purpose - Recently, the prevalence of high-speed mobile communication technology (4G) and mobile devices (smart phones, tablet PC, etc.) is leading innovative changes across all fields in society as well as business environments. Furthermore, a diversified mobile application service has spread rapidly through mobile devices such as smart phones and tablet PCs. Accordingly, the traditional E-government services paradigm has rapidly changed into mobile intelligence. To identify the influencing factors on the using intention of G4C smart app services, based on previous studies, the variables that influence using G4C smart app services are defined; these are user cognitive factors (perceived usefulness, perceived easiness), user characteristics factors (user innovativeness, self-efficiency, social influence), service quality factors (convenience, interactivity, accessibility), and system quality factors (instant connectivity, safety). Research design, data, and methodology - This is designed not only to collect data with a questionnaire survey (9/22/13~10/23/13) but also to test hypotheses with SEM by SPSS 21.0 and AMOS 21.0 in both Korea and China. All items are used with Likert 5 scales. A total of 643 questionnaires (Korea 318, China 325) are used. Results - The perceived usefulness and perceived easiness in user cognitive factors have positive influence on using intention. The user innovativeness, self-efficiency, and social factors in user characteristics factors have positive influences on using intention. The convenience, interactivity, and accessibility in service quality factors have positive influences on both reliability and using intention. Safety in system quality has positive influence on both reliability and using intention. Reliability has positive influence on using intention. The control variables (Korea and China) affect its control hypothesis. Strategies and implications are suggested to assist the public using the intention of smartphone's e-government services based on the results of the empirical analysis. The mobile application service can be considered a new emergence of the paradigm just like the government's on-line portal websites appeared in the past. Under this prevailing situation of mobile smart devices, to promote the success of e-government mobile APP services, accurate analysis and understanding of users should precede anything, to provide services to grasp and satisfy users' desire properly. Conclusions - This study proposes implications to help E-governmental officers and companies make strategies. First, this is expected to give some information on the understanding and knowledge regarding the process of G4C smart APP service based on the empirical study. Second, this helps to make future policies and ways about E-government G4C smart APP service. Third, it is proved that super speed mobile communication technology and devices including phones will be crucial to change the structure of E-government services in 2-3 years. Fourth, it is necessary to increase the trust and using intention of users. Fifth, considering what type of environment users are placed in, to present proper public information matching their inclination, is important. Finally, various ways of experiencing service to explore potential users and ceaseless public relations are required.

• Journal of the Korea Fashion and Costume Design Association
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• v.21 no.3
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• pp.93-108
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• 2019

This study analyzed the influence of experiential marketing factors of 3D printing and Internet services on technology acceptance factors and usage intention. Furthermore, we analyzed how the user's innovativeness shows the effect on the intention to use. Data acquired from a total of 518 college students was used for the final analysis, which was perfromed by SPSS 21.0 and AMOS 23.0 programs. The results of this study are as follows. We analyzed the influence of the experiential marketing factors of fashion service utilizing the 3D printing and the Internet of Things on the acceptance of technology and intention to use these technologies. As for 3D printing, first, sensory and behavioral factors are positively related to the acceptance of technology. Second, emotional and cognitive factors have negative effects on all technology acceptance. Third, relational factors did not show a significant influence on several conditions of technology acceptance. Fourth, the effects of technology acceptance on the willingness to use have a positive effect on several conditions factors, except the effort expectation. As for the result concerning the Internet of Things first, behavioral factors have a positive effect on all technology acceptance. Second, emotional factors have a negative effect on all technology acceptance. Third, cognitive factors did not have a significant effect on various conditions and showed negative effects on several factors. Fourth, sensory and relational factors did not affect the acceptance of technology. Fifth, the effects of technology acceptance on the intention to use are affected by several conditions, except for effort expectation. As a result of analyzing the moderating effects of user's innovativeness on the willingness to use, 3D printing did not show any significant effect on innovation. However, the Internet of Things has a significant influence on the user acceptance of technology acceptance.

• Information Systems Review
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• v.23 no.3
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• pp.201-223
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• 2021

Smart home is an advanced Internet of Things (IoT) service that enhances the convenience of human daily life and improves the quality of life at home. Recently, with the emergence of smart home products and services to which artificial intelligence (AI) technology is applied, interest in smart home is increasing. To gain a competitive edge in the smart home market, companies are providing "personalized service" to users, which is a key service that can promote smart home use. This study investigates the factors affecting the value awareness of personalized service and intention to use smart home. This research focuses on four-dimensional motivated innovativeness (cognitive, functional, hedonic, and social innovativeness) and privacy risk awareness as key factors that influence the value awareness of personalized service of smart home. In particular, this study conducts a comparative analysis between the generation MZ (young people in late teens to 30s), who are showing socially differentiated characteristics, and the generation X and baby boomers in 40s to 50s or older. Based on the analysis results, this study derives the distinctive characteristics of generation MZ that are different from the older generation, and provides academic and practical implications for expanding the use of smart home services.

• Journal of Distribution Science
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• v.17 no.5
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• pp.29-37
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• 2019

Purpose - This paper analyzes the effects of the SST characteristics at airports on behavioral intention through technology acceptance and customer satisfaction, and presents a strategic plan for introducing SSTs to airports providing differentiated services. Research design, data, and methodology - We examine the role of airport self-service characteristics and access the influence of the Technology Acceptance Model (TAM) on both customer satisfaction and behavioral intentions towards SSTs. To do this, a survey is conducted with passengers having used self-service technologies(SSTs) at Incheon International Airport. A total of 400 questionnaires are then analyzed using structural equation modeling. Results - According to the results, of the self-service characteristics, customer satisfaction and behavioral intention were affected by optimism through perceived ease of use, perceived usefulness, and perceived enjoyment and by innovativeness and insecurity through perceived ease of use. Conclusions - According to the results of the study, the purpose of using TBSS in the airport is to save time and convenience. Therefore, it is necessary to closely analyze the differences in technology acceptance by age and generation, increase user self-efficacy, increasing satisfaction through effective management of cognitive and emotional waiting time will have a positive impact on behavioral intentions.

• International Journal of Advanced Culture Technology
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• v.12 no.2
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• pp.205-214
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• 2024

This paper delves into the application of Gestalt psychology principles in logo design. It analyzes how these principles refine design elements to bolster the efficiency and impact of visual communication. Drawing from Gestalt psychology perspectives, the theoretical foundations and application methods of logo design simplification strategies are discussed. Through the analysis of Gestalt psychology effects in various types and styles of logo designs, this study compares the applicability and differences of logo design simplification strategies under different cultural and social contexts. Furthermore, it evaluates their role and value in enhancing the innovativeness and communicative impact of logo designs. The findings suggest that strategies informed by Gestalt psychology significantly improve the organization rules within logo designs, such as the relationship between figure and ground, proximity, similarity, and continuity. Thereby they enhance perceptual clarity, cognitive load, and aesthetic satisfaction. Moreover, these strategies promote creative thinking and problem-solving abilities in logo design. The results indicate that simplified design methods not only enhance aesthetic appeal but also improve the adaptability and recognizability of logos across different media and environments. This approach aligns with the minimalist and flat design trends of today's information age, meeting the evolving needs and aesthetic preferences of consumers.