• 한국전자거래학회지
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• 제25권2호
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• pp.65-98
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• 2020

온라인 상점에서 인공 지능 기술의 채택이 지속적으로 증가하는 중이다. 그러나 각 인공지능 기능이 온라인 쇼핑에 대한 소비자의 지속사용의도에 어떠한 영향을 미치는지 여부를 실증분석한 연구는 거의 없다. 따라서 본 연구의 목적은 실증연구를 통해 온라인 상점의 지속사용의도에 인공지능의 주요 기능이 미치는 영향을 이해하는 것이다. 특히 온라인 상점 자원으로서의 인공지능 기능이 자원 기반관점에서 온라인 상점의 차별성에 어떠한 영향을 미치는지에 초점을 맞추고자 한다. 또한 인공 지능 기능과 지속사용의도 간의 매개 효과로서 온라인 상점 이미지를 고려하였다. 설문은 중국 소비자들을 대상으로 실시하였으며 분석 결과 온라인 상점에서 인공지능 기능의 존재가 자원 기반 관점에서 지속가능성에 긍정적인 영향을 미친다는 것을 알 수 있었다. 또한 인공지능 기능은 제품 및 서비스의 이미지에 긍정적인 영향을 미치며, 인공지능 기능에 의한 온라인 상점 사용 의도에 영향을 미치는 방식에 차이가 있음을 발견했다.

• 한국정보시스템학회지:정보시스템연구
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• 제24권1호
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• pp.67-94
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• 2015

Recently, the popularity of Social Network Service (SNS) along with the spread of smart phone, personal computer and tablet PC helps personal network to construct new forms of services in cyberspace. As such, SNS plays a significant role in constructing diverse online networks and there is a growing interest on SNS at societal level. In this vein, the purpose of the research was to find the factors affecting the continuance intention to use social network services. The major findings are summarized as follows. First, "System Quality", "Contents Quality", "Personal Innovativeness", "Self-Efficiency", "Honor Benefit" has significant effects on "Relationship Quality". Yet, "Economic Benefit" is not statistically significant on "Relationship Quality". Second, "Relationship Quality" has a significant effect on "Continuous Usage Intention". Last, our research discovered the relationship between exogenous variables which would serve as valuable inputs in the development of strategic guideline and plan for SNS companies and related services.

• 한국IT서비스학회지
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• 제10권2호
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• pp.41-60
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• 2011

Due to the explosive growth of smartphone use, new type and format of business opportunity is being created. Despite the creation of added value using smartphone is very important, the past study on smart phone has been mainly focused on its functions and specifications. This study is intended to identify the factors that influence continuance usage intention of smartphone and to analyze the relationship between such factors and the expected confirmation. satisfaction, and usage intention. The result of this empirical study indicates that the perceived enjoyfulness and quality significantly affect users' expected confirmation and satisfaction, and social influence also affects users' continuance usage intention. Thus, it implies users place a high value on enjoyfulness and quality in using smartphone application and on social influence in choosing specific application. Finally this paper provides a detailed account of how customers accept smartphone application and their perceived characteristics affect the usage intention.

• 무역학회지
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• 제45권2호
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• pp.103-119
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• 2020

As the easy payment service is popularized and the competition in the service market is fierce, research on factors affecting users' continuous use of the easy payment service is becoming increasingly important. However, in the existing studies, the discussion of the continuous intention to use the consumer's simple payment service has not been sufficiently conducted. Existing research remains on the way of listing technology and consumer characteristics. To bridge this research gap, this study aims to integrate and modify ECM and UTAUT to consider factors influencing the continuous use of easy payment services. The user's expectations and the confirmation were considered as important factors to decide. For empirical analysis, a survey was conducted for 236 users who had experience with domestic easy payment service. As a result, it was verified that confirmation, performance expectancy, effort expectancy, social influence, and habit in regard to easy payment services are important for continuous use intention. Through this study, it is expected that the consumer's technology acceptance mechanism on the continuous use of simple payment will be grasped in more detail to develop academic discussions in the field. Implications from the results as well as limitations of the study are presented.

• Asia pacific journal of information systems
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• 제31권2호
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• pp.236-256
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• 2021

Online financial technology products are an important consumer finance innovation. While a large body of previous research has focused on initial adoption and consumer willingness to use these products, little research explores the continued use of these products beyond the initial adoption phase. In particular, special attention should be paid to how users' trust and perceptions of privacy and security affect continued use behavior. This paper integrates the expectation confirmation model of information system continuance (ECM-ISC), the information system success model (ISSM) and the security and trust literatures to investigate continued use of online financial technology. To test the research model, we collected 398 valid questionnaires from Ant Credit Pay users. The research results show that system and service quality positively impact users' expectation confirmation, while information quality has no significant impact. Expectation confirmation and perceived usefulness positively affect user satisfaction. Moreover, the user's perception of privacy and security plays a vital role in user satisfaction. Satisfaction and perceived trust jointly promote users' continuance behaviors. Findings of this study indicates the importance of the information system success factors and security factors due to their influence on the continued use of Fintech products. This conclusion has implications for enterprises in improving the product qualities and enhancing the degree of security to meet user needs.

• 한국정보시스템학회지:정보시스템연구
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• 제25권3호
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• pp.31-60
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• 2016

Purpose In 2016, the market size of mobile(m-) shopping goes beyeond more than half of a total of online shopping. People use smartphones as the main device for m-commerce. Under the circmustances, this study attempts to address why people prefer to use smartphone-based m-commerce. In other words, it is necessary to understand the main value that smartphone-based m-commerce creates. Drawing on the studies of consumption value, this study focuses on utilitarian value in predicting customers' continuance intention in the context of smartphone-based m-commerce, recognizing that utilitarian value is a key extrinsic motivation in the goal-oriented, performance-oriented shopping contexts. Furthermore, this study identifies factors affecting customers' utilitarian value from the perspective of benefits and costs, following the notion that it represents the result of evaluating a trade-off of benefits and costs caused by smartphone-based m commerce. More specifically, in this study, ubiquitous service, location-based service (LBS), transaction speed, and price utility belong to the benefit dimension, whereas technology anxiety and cognitive effort belong to the cost dimension. Design/methodology/approach To test the proposed hypotheses, the study conducted partial least squares (PLS) analysis with a total of 294 data collected on users with experience in smartphone-based m-commerce. Findings The results show that first, utilitarian value is increased by the benefits, such as ubiquitous service, transaction speed, and price utility. However, LBS has no direct effect on utilitarian value. Second, the noteworthy finding is that ubiquitous service and LBS greatly increase transaction speed. Third, technology anxiety and cognitive effort considered as the cost dimension are negatively associated with utilitarian value but their impacts on it are non-significant. Finally, the results support the argument that utilitarian value is a determinant of continuance intention. Overall, the findings imply that utilitarian value greatly depends on the peception on benefits rather than the aspect of cost in smartphone-based m-commerce. Overall, the findings offer new insight into the studies of m-commerce by considering and verifying the impacts of its benefits and costs simultaneously.

• 융합정보논문지
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• 제9권8호
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• pp.27-34
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• 2019

본 연구는 기술수용모델(TAM, Technology Acceptance Model)을 기반으로 IT기업 종사자의 테크노스트레스와 기술수용자간의 수용행동을 분석하고, 이에 대한 수용자의 지속적 사용의도를 파악하여 각 변인들 간의 관계를 분석하는데 연구의 목적이 있다. 구조방정식으로 분석한 결과는 다음과 같다. 첫째, IT기업 종사자의 테크노스트레스는 지각된 사용 용이성과 지각된 유용성에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 심리적 임파워먼트는 테크노스트레스와 기술수용 모델간의 관계에 대하여 유의한 조절효과를 보였다. 셋째, IT기업 종사자의 지각된 사용 용이성은 지속적 사용의도에 정(+)의 영향을 미치는 것으로 나타났고, 지각된 유용성도 지속적 사용의도에 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과는 테크노스트레스를 관리하는 것뿐만 아니라 심리적 임파워먼트를 향상시키고 이를 위한 훈련과 교육이 지속적으로 이루어져야 함을 시사하고 있다.

• The Journal of Asian Finance, Economics and Business
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• 제9권9호
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• pp.75-91
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• 2022

This study assesses the Internet banking adoption tendency by existing bank customers of Bangladesh. Currently, almost all the leading banks in the country have implemented Internet banking platforms. However, the active user count remains relatively low and there hasn't been any conclusive research on the drivers and inhibitors of Internet banking. This study evaluates the reasons and quantitatively establishes the factors leading to the adoption and usage continuance of internet banking by existing bank customers. Responses from 460 bank account holders were collected via online questionnaires using a purposive sampling approach, and a core conceptual framework based on Technology Acceptance Model (TAM) and Technology Readiness Index (TRI) was used. The study concluded that internet banking adoption is significantly impacted by the ease of use, customer service, and technology familiarity. Similarly, customer satisfaction is affected by the perceived value and the perceived risk. Through regression analysis, it was found that usage continuance is 89% explained by adoption and customer satisfaction. Multi-group moderation showed significant impact by groups divided based on usage frequency, income level, and age. Perceived risk weakened the impact of perceived value and technology familiarity on usage adoption. Additionally, perceived risk reduced the impact of consumer satisfaction and usage continuance.

• 벤처창업연구
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• 제16권5호
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• pp.189-203
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• 2021

기술 발전과 산업 생태계 변화로 고객의 욕구를 만족시킬 수 있는 서비타이제이션(servitization)의 필요성이 강조되고 있다. 본 연구는 첨단기술이 융합된 자동차를 이용하고 있는 사용자의 사용전 기대와 사용 후 만족이 지속사용의도에 어떠한 영향을 주는지 살펴보기 위해 기대일치모형(Expectation Confirmation Model)을 적용하여 연구하였다. 본 연구의 목적은 첨단기술기반 자동차와 관련된 제품과 서비스를 제공하는 기업이 연관 기관과 협력하여 빠르게 변화하는 기술과 환경을 소비자에게 전달할 수 있도록 기초자료를 제공하는데 있다. 연구의 목적을 달성하기 위해 첨단기술이 포함된 자동차를 이용하는 사용자를 대상으로 자료를 수집하였고 수집된 자료의 분석은 SPSS 26.0 프로그램과 SMART PLS 2.0의 통계패키지를 이용하여 가설을 검증하고 논리적 근거를 알아보았다. 이에 본 연구는 사용자의 사용 전, 후 관계에 대한 기대일치(Expectation Confirmation), 지각된 용이성(Perceived Ease), 지각된 유용성(Perceived Usefulness), 사용자만족(User Satisfaction), 습관적 이용(Habitual Use), 지속사용의도(Continuance Usage Intention)를 사용하여 모델을 구성하였고, 가설 검증결과 모두 유의미한 영향을 미치는 것으로 검증되었다. 첨단기술을 접목한 자동차의 사용은 일상생활의 편의와 업무능률의 향상을 가져오며, 사용자의 만족과 더 나아가 지속사용의도로 이어지는 것으로 조사되었다. 본 연구의 시사점으로 새로운 자동차 시장의 확대와 더 편리한 기능, 많은 기능을 가진 자동차를 쉽고 편리하게 사용할 수 있도록 자동차 회사와 연관 기관의 지속적인 성장과 변화의 흐름을 파악하는데 영향을 줄 것으로 기대한다.

• 경영과학
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• 제25권3호
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• pp.135-155
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• 2008

This paper investigates the value of the expectation-confirmation model(ECM) of IT continuance in the internet shopping environments and attempts to expand the ECM with consideration of users diverse internet shopping factors and their preferences. Here, the extended ECM measures the users expectation-confirmation separately at the product, site and service levels, rather than treating it a single construct as measured in the original model. Further, AHP has been used for assessing the relative importance among the shopping factors, and the priority has been used for deriving weighted expectation-confirmation levels in the model. PLS analysis shows that there are significant differences in path coefficients between the ECM and a weighted ECM. This Indicates that users preferences among the diverse shopping factors need to be properly assessed to better understand the relationship between users expectation-confirmation and their continued usage behavior.