• 유통과학연구
• /
• 제13권5호
• /
• pp.45-52
• /
• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.

• 지식경영연구
• /
• 제21권3호
• /
• pp.67-87
• /
• 2020

사용자가 컨텐츠의 소비자에 그치는 것이 아니라 생산자 역할까지 담당하는 웹 2.0 시대에는 사용자의 지속적 컨텐츠 생산이 온라인 사이트의 성공에 핵심 요소가 된다. 온라인 Q&A 사이트는 웹 2.0 트렌드의 대표적 사례로, 고품질의 지식을 반복적으로 공유하는 핵심 사용자들이 지속적으로 지식을 공유하도록 하는 것이 사이트의 성패를 결정짓는다. 본 연구는 핵심 사용자의 지식공유 지속행위를 유발하는 두가지 경로, 즉 지속의도로 대표되는 정교한 의사결정 과정(elaborate decision process)와 과거행위로 대표되는 자동화된 인지적 과정(automated cognitive process)을 제안하였다. 네이버 지식인의 핵심 사용자 337인의 주관적 의도 데이터와 객관적 온라인 행동 데이터를 수집한 뒤, 지속의도와 과거행위의 직접효과 및 둘 간의 조절효과를 검증해 보았다. 종속변수로 이전 연구에서 주로 사용되었던 지식공유 빈도를 측정하는 것과 더불어, 특정 기간 이상 답변활동이 없을 경우 지식공유를 중단한 것으로 판단하는 지식공유 지속여부를 측정하였다. 콕스비례위험 회귀분석과 음이항 회귀분석을 사용하여 지속의도와 과거행위가 지속행위의 두가지 유형에 미치는 효과를 살펴본 결과, 지식공유 지속여부에는 과거행위만 유의한 영향력을 보였으며, 지식공유 빈도에는 지속의도와 과거행위 모두 유의한 영향력을 보였다. 또한, 과거행위가 지속의도의 지식공유 빈도에 대한 영향력을 부정적으로 조절하는 것까지 확인할 수 있었다. 온라인 Q&A 사이트에서 핵심 사용자들의 지식공유 행위를 지속시키기 위해서는 꾸준한 지식공유를 통해 습관화 과정을 거치는 것이 중요하며, 지식공유 빈도를 높이고자 할 경우에는 습관화와 더불어 지식공유 지속의도를 높일 수 있는 적절한 혜택의 마련이 필요하다.

• 대한지역사회영양학회지
• /
• 제29권3호
• /
• pp.199-211
• /
• 2024

Objectives: Online grocery shopping has gained traction with the digital transformation of retail. This study constructs a behavioral model combining values, attitudes, and reasons for behavior-specifically, facilitators and resistance-to provide a more novel discussion and further understand the relative influences of the various factors affecting continuance intention in online grocery shopping. Methods: Data were collected through an online questionnaire from consumers who had engaged in online grocery shopping during the past month in Seoul, Korea. All collected data were analyzed using descriptive analysis, and model validation was performed using partial least squares structural equation modeling. Results: Continuance intention is primarily driven by facilitative factors (compatibility, relative advantage, and ubiquity). Attitude can also positively influence continuance intention. Although resistance factors (price, tradition, and risk) do not significantly affect continuance intention, they negatively affect attitude. Values significantly influence consumers' reasoning processes but not their attitude. Conclusions: These findings explain the key influences on consumers' online grocery shopping behavior in Seoul and provide additional discussion and literature on consumer behavior and market management. To expand the online grocery market, consumers should be made aware of the potential benefits of the online channel; the barriers they encounter should be reduced. This will help sustain online grocery shopping behavior. Furthermore, its positive impact on attitude will further strengthen consumers' continuance intention.

• 한국경영정보학회:학술대회논문집
• /
• 한국경영정보학회 2007년도 International Conference
• /
• pp.509-514
• /
• 2007

Most of the IS continuance research has assumed that IS use is activated by an intention to use, which in turn is determined by the evaluation of IS usage. Perceived usefulness is one of the evaluation variables most widely used. Typically, the past studies adopt this perceived usefulness because it views continuance as an extension of acceptance behavior. However, the literature on interpersonal relationships suggests that individuals are motivated to maintain relationships either because they genuinely want to or they believe they have no other option. The former is referred to as dedication-based relationship maintenance and the latter as constraint-based relationship maintenance. The IS continuance can be considered as the relationship maintenance situation with the existing IS that the user is currently using. The belief constructs previously used in IS continuance researches fall into the category of dedication-based ones. Additional constraint-based belief constructs are needed to explain the IS continuance behavior. In this regard, switching cost represents an important avenue for better understanding and predicting customer retention in that it can be regarded as the constraint-based motivation for relationship maintenance or IS use continuance. For an empirical exploration, 275 samples were collected from the users of a web portal site. Data analysis using Structural Equation Modeling (SEM) shows that perceived usefulness shows a significant direct effect on continuance intention while perceived switching cost significantly affects continuance usage.

• 한국IT서비스학회지
• /
• 제14권3호
• /
• pp.163-182
• /
• 2015

The spread of mobile commerce due to popularization of smartphones not only broke down the boundary between online and offline, but also changed the consumer life, and hence brought change of commerce paradigm that creates new demand. The success of innovative information technology such as mobile shopping can be defined as an individual accepting the technology and continuously using it, but the studies on the usage behavior after the acceptance have been done in very restrictively, despite its importance. In this study, in order to empirically investigate the factors that influence the continuance in mobile shopping usage experience and its causal relationship, Social Cognitive Theory and Habit Theory were applied to IS Continuance Model, and the extended IS Continuance Model was suggested and proved. As a result, the usefulness, enjoyment, and self-efficacy perceived in usage experience significantly influence satisfaction, and usefulness, self-efficacy, and satisfaction influence habit. Also, usefulness, self-efficacy, satisfaction, and habit significantly influence continuance intention. This study provides a valuable asset in providing an opportunity to understand the usage behavior of mobile shopping service users after the acceptance, and furthermore proving directionality in improving customer loyalty.

• 한국정보시스템학회지:정보시스템연구
• /
• 제25권3호
• /
• pp.61-90
• /
• 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.

• 한국정보시스템학회지:정보시스템연구
• /
• 제17권2호
• /
• pp.49-72
• /
• 2008

Today, the World Wide Web (WWW) impacts many facets of our lives, including communication, entertainment, social activities, shopping, etc. The web portal is the most accessed type of site and is advertising-supported the more users who visit the site, the more income it generates. User perception to a web site is very important much research has focused on the internet users' behavior. Some well-known theories, such as the technology acceptance model have been used to examine variables that motivate individuals to accept and use an IS. But Understanding continued use is the goal of this study. We focus on user beliefs (specifically, perceived usefulness) and attitude because pier studies of IT usage, predominantly based on the technology acceptance model (TAM) and similar models, have established these perceptions as the dey determinants of both initial IT usage (acceptance) and long-term usage (continuance) intention and behavior (Bhattacherjee 2001; Davis et al. 1989). Any change in beliefs or attitudes will likely have a corresponding impact on, and may even revers, users' continuance intention and behavior. Also, continuance use have some features which are prior use, habit, feature-centric view of technology. So this research reflected continuance use features. Examination of the paths in the model revealed several interesting results. First, Perceived usefulness was a stronger predictor of acceptance intention in TAM than attitude, But attitude was a stronger predictor of continuance intention in this study than perceive usefulness. Second, confirmation was not affect directly to attitude. Last, Habit was strongest predictor of continuance intention in this study.

• 유통과학연구
• /
• 제21권3호
• /
• pp.47-60
• /
• 2023

Purpose: During and after Covid-19 pandemic, technology has emerged as a key factor in supporting the recovery of the economy and the rise of living standards. This study examines seven factors affecting the intention of food delivery apps usage, which include Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit, and how much influence they have on the customers' behavioral continuance of food delivery apps after Covid-19 Pandemic. Research methodology: This research is a quantitative descriptive research with 473 qualified respondents from 550 respondents collected. Besides using the UTAUT2 model (Venkatesh et al., 2012), Information Quality was added to give a better explanation for the consumers' intention towards continuance behavior using food delivery apps. The collected data is then processed using SPSS 22.0. Results: Habit factors and Information Quality factors have significant positive effects on promoting food delivery apps usage intention, which in turn influences continuance behavior. In addition, Habit factors and Information Quality factors together have an effect of 48.57% on Behavioral Intention. Conclusion: The result proves that positive habits and food information quality can increase the usage intention towards the behavioral continuance of consumers. Higher usage frequency can be improved by increasing these two factors.

• Asia pacific journal of information systems
• /
• 제16권3호
• /
• pp.95-116
• /
• 2006

Although the study of post-adoption has increased in recent years, few studies have focused on the moderating effect of uncertainty avoidance on the relationship between post-expectation and behavior. The purpose of this study is to examine the moderating effect of uncertainty avoidance in the mobile Internet domains. This study proposed a post-adoption model based on prior continuance model. This theoretical model was verified empirically by conducting web surveys and multi-group analysis. Based on the survey data, we classified users into those with high uncertainty avoidance and those with low uncertainty avoidance. The results indicate that post expectations have significant impacts on satisfaction and continuance intention. The results also show that the impacts of intrinsic motivational factors of mobile Internet services on satisfaction and continuance intention are stronger for users with high uncertainty avoidance. On the other hand, the impacts of extrinsic motivational factors on satisfaction and continuance intention are stronger for users with low uncertainty avoidance, with a few exceptions. This paper ends with theoretical and managerial implications of the study results, as well as limitations and future research directions.

• Asia pacific journal of information systems
• /
• 제20권3호
• /
• pp.73-90
• /
• 2010

Although research on acceptance of information systems provides useful insights in understanding users' behavior, we need to further understand factors that cause long-term or continued use. This article therefore examines the role of users' maximizing tendency (i.e., individual differences in pursuing the best option) in continuance intention of Web sites. By controlling for disconfirmation, ease of use, and product involvement, we empirically investigate the relationships between satisfaction, usefulness, and continuance intention to online bookstore Web sites. As suggested by the information technology continuance model, the effects of satisfaction to and perceived usefulness on continuance intention to Web sites are positive for individuals with low maximizing tendency (i.e., satisficers). Satisfaction and usefulness, however, are not associated with continuance intention for individuals with a high maximizing tendency (i.e., maximizers). The implications for both researchers and practitioners are discussed.