• 한국경영정보학회:학술대회논문집
• /
• 2007.11a
• /
• pp.565-570
• /
• 2007

With e-commerce becoming international, understanding the effects of national culture in consumer acceptance of e-commerce is required. This study examines consumer e-commerce acceptance in Korea and China. The research model consisting of perceived usefulness, perceived ease of use, trust and perceived risk was proposed, and the hypotheses based on Hofstede's cultural dimensions of power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance and long-term orientation, were established. The results show that perceived usefulness contributes less to consumer acceptance of e-commerce in China than it does in Korea. In addition, perceived ease of use contributes more to consumer acceptance of e-commerce in China. Trust contributes significantly to consumer acceptance of e-commerce in both countries, but perceived risk didn't influence consumer acceptance of e-commerce in either country. The contribution of this study is to provide strategic insights for successfully managing cross-cultural e-commerce.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.8 no.3
• /
• pp.185-198
• /
• 2012

This paper is to analyze consumer's acceptance phase of innovative IT product on the ground of dividing into product and application phase. In the acceptance phase of product determinants to consumer's satisfaction were analyzed and TAM(Technology Acceptance Model) were applied to the acceptance phase of application. It is analyzed that how well expected usefulness and perceived satisfaction to product have positively influence its performance and perceived satisfaction respectively in the acceptance phase of the product. In the acceptance phase of application, factors to consumers' satisfaction were analyzed to investigate its influence to the usefulness of application. Usefulness expectancy to the application and product were analyzed to figure out consumers'intention to use the product and effort and cost going into application use were also analyzed. Empirical study was implemented aimed at smart phone users. As a result, perceived usefulness expectancy to product have positively influence on perceived product performance and perceived product performance also affects perceived product satisfaction significantly. Although product satisfaction doesn't affect usefulness expectancy to the application, usefulness expectancy to the product and perceived product performance have positively influence on usefulness expectancy to the application significantly. And also usefulness expectancy to the both of application and product have positively influence on consumer's intention to use the product but consumer's effort and cost going into application doesn't affect to it, it's hold forth the possibility that consumer's effort affect consumer's intention to use the product.

• 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 the Korea Academia-Industrial cooperation Society
• /
• v.21 no.7
• /
• pp.292-302
• /
• 2020

The purpose of this study was to investigate the sensory characteristics of 11 noodles from four countries by descriptive analysis and consumer acceptance test. Noodle types were udon, pasta, kalguksu, and plain noodles. Fourteen sensory descriptors were developed to evaluate the sensory characteristics of the noodles. The sensory characteristics of the noodles were sweetness, saltiness, springiness, hardness, chewiness, milk flavor, yeasty odor, milk powder flavor, loose particles, and so on. PCA conducted to visually summarize the sensory characteristics of noodles by consumer preference test revealed that 77.1% of the variance was positively defined by sweet, springiness, cohesiveness, chewiness, and moisture and was negatively defined by hardness, color, and floury taste. Yk_udng_KR, thin_KR showed high scores for attributes of springiness and cohesiveness. Overall consumer acceptance was surveyed. Udng_KR scored the highest for attributes such as gusu. Udng_KR showed the highest springiness and high moisture, taste acceptance, and overall acceptance. Note: Please confirm this word.

• International Journal of Human Ecology
• /
• v.10 no.1
• /
• pp.23-33
• /
• 2009

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

• The Korean Journal of Food And Nutrition
• /
• v.23 no.1
• /
• pp.76-83
• /
• 2010

This study was conducted to analyze sensory characteristics and consumer acceptance with cookies made using various levels(0, 2, 4, 6 and 8% w/w) of Chrysanthemum indicum L. powder. Ten panels assessed sensory characteristics using a 15-point hedonic scale and forty-five consumers evaluated their acceptance based on a 7-point hedonic scale and best-worst scaling. The descriptive analyses reveled that cookie flavor did not differ significantly between the 2% added sample and the control. Cookie color and after taste increased significantly, while hardness, roasted taste, and sweetness taste decreased significantly according to increasing Chrysanthemum indicum L. powder concentration. In addition, the results of consumer acceptance showed that the overall acceptability, appearance, color, flavor, and taste decreased significantly in response to increasing Chrysanthemum indicum L. powder concentration. However, color, flavor, taste and overall acceptance with cookies did not differ significantly differ between the 2% and 4% sample. Additionally, among the cookies made with Chrysanthemum indicum L. powder, the 2% sample received the highest scores. In conclusion, the sensory optimal ratio of Chrysanthemum indicum L. powder was 2% based on the descriptive analysis of sensory characteristics and the consumer-acceptance testing.

• Science of Emotion and Sensibility
• /
• v.12 no.2
• /
• pp.181-192
• /
• 2009

The purpose of this study was to explain the attitudes and acceptance toward the smart clothing adopted by the TAM(Technology Acceptance Model). A theoretical model on consumer acceptance of the commercialized smart clothing was constructed on the basis of previous studies and a review of literature and tested the path analysis. For the data analysis, statistical methods of confirmatory factor analysis, correlation, and covariance structural analysis using AMOS 5.0 package were employed. The results from a web-based survey of 557 online consumers indicate that the TAM by Davis(1989) adopted by perceived value according to market price was able to explain consumer acceptance of smart clothing substantially well. Using structural equation modeling, eight of the six hypotheses investigated in this study were supported. The results of the testing of the hypothesis were as fellows: First, perceived ease of use had a side effect on attitude through perceived usefulness. In addition, the attitude was found to affect consumer acceptance. Second, perceived usefulness was found to affect consumer attitude on perceived value, however, had not significant effect on consumer acceptance toward smart clothing. Third, perceived value was found to affect both consumer acceptance and attitude toward smart clothing. Finally, the attitude toward smart clothing had a direct effect on the consumer acceptance.

• The Journal of Information Systems
• /
• v.30 no.4
• /
• pp.95-118
• /
• 2021

Purpose This study verified the moderating effect of consumer knowledge in relation to the factors affecting the acceptance intention of autonomous vehicles by adding trust to the United Theory of Acceptance and Use of Technology model for the commercialization of autonomous vehicles. Design/methodology/approach For this purpose, this study conducted a survey on general consumers who are interested in automobiles. A total of 250 questionnaires were distributed and collected, and 242 questionnaires were used for analysis. To test the hypotheses, multiple regression analysis and multiple group analysis were performed. Findings Performance expectations, effort expectations, social influence, and trust were found to have a positive effect on the acceptance intention of autonomous vehicles. In addition, consumer knowledge between performance expectation and acceptance intention and between effort expectation and acceptance intention was confirmed as a variable that can moderate the relationship.

• The Korean Journal of Food And Nutrition
• /
• v.30 no.4
• /
• pp.719-727
• /
• 2017

The objective of this study was to investigate the effect of alcohol content in Makgeolli made with Chinese matrimony vine (M-CMV) on the sensory profile and consumer acceptability. The M-CMVs were prepared with 6, 7, 8, and 9% alcohol content. Descriptive analysis of M-CMV was performed with six trained panelists. Thirteen attributes were generated and their intensities were alcohol content dependent. The consumer acceptance test was conducted with 57 consumers. M-CMV samples with 7% alcohol had the highest acceptance rate (5.8) followed by 6% M-CMV (5.6). Commercial rice Makgeolli (CRM) had the lowest consumer acceptance. Consumers were divided into two groups by clustering analysis. The majority of consumers (n=38) preferred M-CMV and did not like the commercial sample. Only 19 consumers indicated high acceptance ratings for CRM. However, these consumers also preferred 6 and 7% M-CMV. Partial least-squares regression analysis revealed moderate attribute intensities were related to greater consumer acceptability. The optimal alcohol content for the greatest consumer acceptance predicted by linear regression was 6.7%.

• Fashion & Textile Research Journal
• /
• v.22 no.2
• /
• pp.149-157
• /
• 2020

The current study tests the effect of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance, mediated by creative fashion consumer efficacy. Creative fashion consumer efficacy refers to a consumers' belief in the ability to consume fashion products in a creative way. The survey was conducted on 474 people between 20 and 40 years of age in a panel of online survey firms. Data was analyzed using reliability analysis and frequency analysis by SPSS 20.0 along with confirmatory factor analysis and structural equation modeling done by AMOS 20.0. The results reveal that creative fashion consumer efficacy consists of original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy that is consistent with the original structure of creative consumption efficacy. In addition, fashion product knowledge and confidence in fashion coordination do not affect innovative fashion product acceptance. The effects of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance are fully mediated through creative fashion consumer efficacy. The results of this study demonstrate that people who are knowledgeable, confident and associated with fashion product consumption can have a high level of creative fashion consumer efficacy that increases innovative fashion product acceptance.