• The Journal of the Korea Contents Association
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• 제8권1호
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• pp.27-38
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• 2008

Since the current mobile web market is already in its maturity, a research concerning the continued behavior of mobile Internet users should be carried out. The purpose of this research is to understand user's continued behaviors by theoretically constructing and empirically testing a continued model using real usage data. The model consists of four post-expectation factors (usefulness, ease of use, enjoyment, and perceived value) as well as user satisfaction, continuance intention, and the actual usage amount. To test the model, an on-line survey had been conducted, and we collected the actual usage data of survey respondents via the support of telecommunication companies. The study results indicate that post expectation variables were found to influence satisfaction, continuance intention, and actual usage amount of mobile web users. This paper ends with study limitations and implications on mobile web industry.

• The Journal of Bigdata
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• 제9권1호
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• pp.17-30
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• 2024

This study categorizes the factors that affect the intention to continue using ChatGPT into positive motivational factors (personalization, social influence) and negative motivational factors (privacy concern, perceived risk) and investigates whether they affect the intention to continue using ChatGPT through information trust, performance expectancy, and effort expectancy. To this end, a survey was conducted among 265 adults in their 20s and above who have used ChatGPT service. The results showed that personalization and social influence had a defining effect on information trust, performance expectancy, and effort expectancy. For privacy concern, we found a negative effect of wealth on performance expectations, but not on effort expectations. Perceived risk had a negative effect on performance expectancy and effort expectancy. In addition, information trust, performance expectancy, and effort expectancy have a defining effect on continuance intention. This study extends the scope of existing research that focuses on positive factors, deepens our the understanding of ChatGPT. It also provides useful suggestions for continued use of ChatGPT.

• Journal of Information Technology Applications and Management
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• 제21권2호
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• pp.49-79
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• 2014

The adoption of technology has always been of interest to academicians and practitioners of the field of Management Information System. This is so because without proper and adequate adoption, technology-no matter how beneficial or advanced it may be-will be of little value to users. Numerous researches, such as the researches of the Technology Acceptance Model (TAM) or the Unified Theory of Acceptance and Use of Technology (UTAUT), had been conducted to understand the human nature in association with the adoption or rejection of technologies that have bombarded the users. The coming of smart technologies (i.e., smart phones and devices), however, seems to have fundamentally changed the environment for adoption. The ubiquity combined with mobility of technology, especially when it comes to mobile apps, seem to make the old PC era of two-stage-pre and post-adoption models obsolete. A new model of adoption that identifies the determinants of technology acceptance and continuance is needed for the smart age. To this end, this paper undertakes an empirical study, by analyzing 229 users of Social Networking Service (SNS) mobile apps, to identify the role of user experience on the multi-stage adoption of technology, and provides results that User Experience (UX) plays the crucial role of bridging the separate stages of pre and post adoption of technologies. The paper concludes by providing practical implications of the new model as it relates to mobile apps and technologies, and recommendations for further studies to get a better understanding of technology adoption in the smart age.

• The Journal of the Convergence on Culture Technology
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• 제9권6호
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• pp.703-708
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• 2023

The current study investigates VPA usage (i.e.,continuance intention of use, WOM intention) of by Theory of Planned Behavior (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived value/risk. The results show that (1) attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value positively predicted the continuance intention of VPA use. Regarding WOM of intention, there were positively significant effects of the attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value. The results of this study are expected to provide a variety of practical and theoretical implications in promising artificial intelligence market by the impact of TPB (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived values of VPA.

• Journal of Information Technology Applications and Management
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• 제19권4호
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• pp.41-59
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• 2012

This study examines the roles of user resistance and social influences on the acceptance and continuous usage of smartphones at different stages of adoption. The respondents were classified into three groups according to their innovation adoption stage : non-user group, the potential user group and the trial user group. Theories relevant to user resistance, social influences including normative social influences and informational social influences, as well as user adoption and continuance behavior were reviewed and integrated into our research model. In order to verify the proposed structured equation model, we conducted an online survey by targeting mobile phone users and collected data to be analyzed through a partial least squares (PLS) test. This study tested whether there exists differences in the effects of user resistance and different types of social influence on user's adoption or continuance intetion among these three groups. The results showed that user resistance exists in all adopter groups and that it has significant negative influences on intention to use a smartphone. The findings also revealed that user resistance can be enhanced or resolved by two types of social influence; informational social influence resolves user resistance regardless of the adopter category, while normative social influence enhances the user resistance of potential users. Furthermore, the findings show that social influence regardless of the type positively affects user intention. Several theoretic and practical implications pertaining to the results are discussed.

• The Journal of the Korea Contents Association
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• 제10권6호
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• pp.404-414
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• 2010

The primary purpose of this paper is to identify the influencing factors on the post acceptance behavior of user in internet banking. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from 248 users who have used internet banking and the research hypotheses were tested by covariance structural model analysis. The results of this empirical study are summarized as follows. First, security, confirmation, and perceived ease of use have positive influence upon user's perceived usefulness. Second, security, economy efficiency, and confirmation have positive influence upon user's satisfaction. Third, loyalty incentives have positive influence upon continuance intention. Lastly, user's perceived usefulness have positive effect on the satisfaction, and user's perceived usefulness and satisfaction positively related to continuance intention in internet banking. The findings have significant implications for internet banking service providers.

• Journal of Information Technology Applications and Management
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• 제22권3호
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• pp.35-54
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• 2015

Smartphone is affecting not only our everyday life but also our business, directly causing diverse side-effects. But up until now, many researches that have been conducted on smartphone were focused on continuance intention for smartphone use and user satisfaction. Thus, the objective of this research is to investigate the effects that smartphone dependency has on digital dementia which is one of negative effects of smartphone. For the purpose, we have reviewed studies that are related to perceived characteristics of existing smartphones. As perceived characteristics variables, we have adopted perceived ease of use and perceived usefulness. And to present our research model, we have adopted smartphone dependency as psychological attitude variable and digital dementia as consequence variable. To implement an empirical analysis of our research model, we have conducted a survey with college student groups as research target who use smartphone most.

• The Research Journal of the Costume Culture
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• 제27권6호
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• pp.553-568
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• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• The Journal of Information Systems
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• 제25권1호
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• pp.201-223
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• 2016

Purpose As social network games (SNG) enjoy rapid growth in the market and become a major sector of the gaming industry, it is of great interest to examine the how users continuously use SNG. In SNG, the users' social interaction is the most prominent advantage of the social network, as well as the entertainment afforded by the game. This study explores the relationship between altruism, which is considered the most prominent characteristic of SNS, and the continuance usage intention, as well as the moderating role of social capital. Based on social capital theory and organizational citizenship behavior, this research model considers social bonding and bridging that are divided by social capital. Design/methodology/approach An AMOS analysis based on survey data from 223 SNG users indicated that SNG with greater altruism enhance social capital (social bonding, social bridging), which is related to the user's satisfaction and the continuance intention of SNG. Findings Social bonding is positively related to the user's satisfaction with SNG. In other words, social bridging positively affects the continuous usage intention of SNG. These findings help managers in developing and implementing altruistic relationships and social capital for continuous usage of SNG.

• Journal of Information Technology Services
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• 제8권1호
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• pp.11-27
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• 2009

Recently, IPTV attracts great attention along with the digital convergence of communication and media technologies. This study examined critical factors on the consumer's continued use of the IPTV service. Based on the expectation-confirmation theory and the innovation diffusion theory, we derived nine key factors in the research model-relative advantage, compatibility, ease of use, image, diversity of contents, interactivity, monetary value, social influence, and user satisfaction. Using the partial least square method, we found that content diversity and compatibility have a significant indirect effect on the continued use of the IPTV service via user satisfaction, and user satisfaction and social influence also have a significant direct impact on the IPTV use. These findings not only provide practical insights on the consumer acceptance of new technology-converging services, but also help managers to plan their marketing strategies better.