• 제목/요약/키워드: Continuous Use

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마이크로블로그 서비스의 지속사용의도에 관한 연구 (A Study on Microblog Service Continuous Use Intention: Focusing on Influence)

  • 김경준;이호;손수민
    • 한국정보시스템학회지:정보시스템연구
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    • 제23권1호
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    • pp.73-91
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    • 2014
  • Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for 'me2day' that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.

Generation Z and Its OTT Usage Patterns: The Case of Netflix in Korea

  • Ahn, Jungah
    • International Journal of Contents
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    • 제18권1호
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    • pp.65-75
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    • 2022
  • This study aims to reveal the various differences within the factors that influence use satisfaction, continuous use intention, and media substitution intention, specifically in regard to the use motives and use behaviors of Netflix viewers. This study's results demonstrate that the following various factors affected use satisfaction, continuous use intention, and media substitution intention in differential ways. Firstly, the diversity of content influenced use satisfaction to a greater degree than social relations; and the diversity of content, social relations, and active participation all positively influenced continuous use intention. In other words, the more positively users appreciated the diversity of content, and the more strongly they had social relations, and the more actively they participated within communities, the greater degree to which they increased their continuous use intention for Netflix. However, the diversity of content and the convenience of use also had a negative effect on the media substitution intention for Netflix, which means that the more diverse the content and the more convenient the use of Netflix, the fewer the number of users who intended to cancel Netflix and subscribe to another OTT service or resubscribe to traditional media sources.

Factors Determining Intention to Continue Using E-HRM

  • NOERMAN, Teuku;ERLANDO, Angga;RIYANTO, Feri Dwi
    • The Journal of Asian Finance, Economics and Business
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    • 제8권2호
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    • pp.1079-1089
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    • 2021
  • The development of information technology has promoted organizational transformation through the utilization of an electronic information system. This research aimed to identify factors that influence continuous intention to use E-HRM. This empirical research applies the Technology Acceptance Model and Cognitive Model for identifying significantly impacted areas of continuous intention to use E-HRM in a highly dynamic environment. The data were collected using questionnaires delivered directly to respondents. The sample was 100 employees of ESQ Group selected through random sampling. The variables used were subjective norms (X1), perceived behavioral control (X2), perceived innovativeness (Y1), cognitive absorption (Y2), satisfaction (Y3), and continuous intention to use E-HRM (Y4). Statistical analysis using Structural Equation Modelling (SEM) with Smart PLS was applied. The results revealed that behavioral control (X2) did not influence the continuous intention to use E-HRM (Y4) and that cognitive absorption (Y2) and satisfaction (Y3) did not significantly influence continuous intention to use E-HRM (Y4). Subjective norms (X1) significantly influenced both perceived innovativeness (Y1) and continuous intention to use E-HRM (Y4), perceived behavioral control (X2) significantly influenced both perceived innovativeness (Y1) and cognitive absorption (Y2), and perceived innovativeness (Y1) significantly influenced both satisfaction (Y3) and continuous intention to use E-HRM (Y4).

이러닝과 연계된 모바일러닝에서 사이버대학생의 지속사용의도와 영향요인간 구조적 관계 분석 (A Study on the Factors Affecting Intention on Continuous Use of Mobile Learning in Cyber University)

  • 주영주;신의경;함유경
    • 한국정보시스템학회지:정보시스템연구
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    • 제23권3호
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    • pp.47-71
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    • 2014
  • The purpose of the present study is to verify the structural relationship among system quality, information quality, service quality, perceived ease of use, perceived usefulness, satisfaction, intention on continuous use of mobile learning in cyber university. For this study, W cyber university in Korea was chosen to conduct web survey. The subjects were 283 students who participated in W's cyber university courses. A hypothetical model was composed of system quality, information quality, service quality, perceived ease of use and perceived usefulness as exogenous variables, satisfaction and intention on continuous use of mobile learning as endogenous variables. The result of this study through structural equation modeling analysis is as follows: First, information quality only affect satisfaction, Second, perceived ease of use, perceived usefulness and satisfaction significantly affect intention on continuous use of mobile learning. These results imply that information quality should be considered for the design and development of mobile learning contents. Also, perceived ease of use, perceived usefulness and satisfaction is important to enhance intention on continuous use of mobile learning. This study proposes strategies for successful mobile learning in cyber university.

핀테크 기반의 간편결제 서비스 지속적 사용의도에 대한 요인 연구 (The factors of continuous use for mobile payment service under the concept of Fintech)

  • 우가인;조재형
    • 한국정보시스템학회지:정보시스템연구
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    • 제26권3호
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    • pp.25-46
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    • 2017
  • Purpose The purpose of this study is to analyze the factors for continuous use intention of the simple payment service based on FinTech for Chinese residents in Korea. The Technology Acceptance Model(TAM) and the continuous use model of information system were applied to the AliPay service, which is the most used by Chinese people. Design/methodology/approach In this study, internal factors and external factors for the simple payment service were derived through previous studies and the effects of the users' perspectives on the intention of continuous use were analyzed. As a result, convenience, responsiveness, perceived usefulness, and suitability were supported as factors affecting ongoing intention to use simple payment service. Especially, convenience is a factor affecting the duration of the simple payment service and it is an important factor for the continuous use of the service. Findings As the number of foreigners living or working in Korea is increasing, understanding the perception of the simple payment service and analyzing the factors for the continuous use can be meaningful as a basic research for the market advancement and growth of domestic FinTech companies is.

1인 미디어 서비스품질이 사용자 만족과 지속사용의도에 미치는 영향 : YouTube를 중심으로 (Internet Personal Broadcasting Service Quality Impact on Continuous Use Intention : Focused on YouTube)

  • 이윤선;서창적;이혜정
    • 한국IT서비스학회지
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    • 제18권5호
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    • pp.99-117
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    • 2019
  • In recent years, the one-person media has increasingly gained popularity. The purpose of this study is to investigate the relationship among the service quality, satisfaction and intention of continuous use of one-person media service and to further examine the mediating effect of satisfaction operating on the relationship between the service quality and intention of continuous use. Based on the literature review, hypotheses were developed and the research model was built for testing. The sample of 358 users was selected to achieve these objectives. From the analysis of PLS(Partial Lease Square Path Analysis), key research findings are summarized as follows. First, relationships among the service quality, satisfaction, and intention of continuous use were all positively correlated each other. Second, the effect of service quality on intention of continuous use was mediated by satisfaction. Third, the content quality of one-person media has the higher effectiveness than platform quality to satisfaction and intention of continuous use. Results of this paper are expected not only to emphasize the importance of satisfaction based on the service quality, but also to provide multifaceted implications and directions for the management of one-person media service effectively.

Effect of Perceived Value of OTT Platform on Consumer's Technology Acceptance, Continuous Use Intention, and WOM

  • Byoung-Jo HWANG;Hee-Young CHO
    • 융합경영연구
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    • 제11권5호
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    • pp.29-44
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    • 2023
  • Purpose: This study analyzed the effect of the perceived value of the OTT platform on consumers' technology acceptance, continuous use intention, and WOM using the Expanded TAM. Research design, data and methodology: A survey was conducted targeting OTT platform users in their 20s to 40s nationwide from August 10 to 16, 2022, and a total of 208 people were used in the final analysis. To verify the research model, frequency analysis, CFA, and SEM analysis were performed using SPSS and AMOS. Results: First, the perceived value of the OTT platform was found to have a positive effect on consumers' technology acceptance (perceived usefulness, perceived ease of use, and perceived enjoyment). Second, the perceived ease of use of OTT platform consumers was found to have a positive effect on perceived usefulness and perceived enjoyment. Third, it was found that the perceived usefulness and perceived enjoyment of OTT platform consumers had a positive effect on the continuous use intention, and WOM. Fourth, it was found that the continuous use intention the OTT platform had a positive effect on the WOM. Conclusions: Word of mouth and continuous use of existing customers are important for OTT platform companies to retain existing customers and secure new customers. Through the perceived value of the OTT platform, efforts should be made to provide various contents that consumers can enjoy along with usefulness and convenience of functions.

혼합현실 기술 사용자 체험이 플로우와 지속사용의도에 미치는 효과 (The Effect of User Experience on Perceived Flow and Continuous Intentions to Use the Mixed Reality Technology)

  • 김은영;성희원
    • 한국의류학회지
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    • 제45권5호
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    • pp.907-921
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    • 2021
  • This study aims to predict causal relationships between experience economy, perceived flow, and continuous use intention in the mixed reality (MR) environment. A virtual fitting mirror with two modes (i.e., avatar and self-image) was selected for this study. A total of 200 samples was obtained in two sample frames: virtual fitting users in avatar mode (group 1, n = 119) and self-image mode (group 2, n = 81). The results showed that the experience economy consists of entertainment, education, esthetic, and escapism. The entertainment and esthetic experiences had positive effects on perceived flow, leading to continuous use intentions. For avatar mode, the entertainment and esthetic experiences had positive effects on continuous use intentions through the mediating effect of flow; and the education experience had a positive effect on the continuous intentions to use the MR technology. For self-image mode, the flow mediated the effect of entertainment on continuous use intentions, whereas education and escapism directly affected the intention to use the MR technology. The paper also discusses the theoretical and managerial implications of using MR technologies in fashion retailing.

자기결정성이론과 학습몰입이론을 적용한 MOOC 지속사용의도에 관한 연구 : 한·중 문화차이 분석 (A Study on the Intention of Continuous use of MOOC Applying Self-Determination Theory and Learning Flow Theory : Focused on Differences between Korean and Chinese Culture)

  • 김추향;지용득;김광용
    • 한국IT서비스학회지
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    • 제17권1호
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    • pp.121-134
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    • 2018
  • Massive Open Online Course (MOOC) is online education that anyone can register for free and has internet access. MOOC is also called Education Revolution and is spreading rapidly all over the world. Although recent MOOC high-quality classes may enhance the value of MOOC, MOOC learning still needs much research. Since MOOC has low learning completion rate and continuous use rate, various studies on the reasons that learners give up at the beginning of learning have not been tried yet This research is studied for the continuous intention of use of MOOC applying self-determination theory and learning flow theory based on technology acceptance model. In particular, the research are conducted for cultural difference in continuous usage of MOOC between Korean and Chinese. The research results show that self-determination theory applying perceived autonomy, perceived competence, and perceived relatedness and learning flow is useful to explain continuous use of MOOC. The research also shows that Hofstede theory works well in explaining the cultural difference between Korea and China in continuous usage of MOOC. The result shows that korean is more influenced by perceived external motivation like perceived usefulness and chinese is more influenced by internal motivation like learning flow in continuous use of MOOC.

도서관서비스 품질요인이 유학생의 도서관 지속적 이용의도에 미치는 영향에 관한 연구 (A Study on the Influence of Library Service Quality on International Students' Continuous Use Intention)

  • 동정문;오의경
    • 한국문헌정보학회지
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    • 제55권1호
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    • pp.415-437
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    • 2021
  • 이 연구는 도서관서비스 품질이 유학생의 도서관 지속적 이용의도에 미치는 영향을 실증적으로 분석하고 도서관불안이 두 변인들 사이에서 매개역할을 수행하는지 알아보는데 목적을 둔다. 이를 위하여 S대학에 재학 중인 중국인 유학생 213명을 대상으로 도서관서비스 품질, 도서관 지속적 이용의도, 도서관불안을 측정하였고, 구조방정식 모형분석으로 변수 간의 관계를 밝혀 가설을 검증하였다. 연구결과, 도서관서비스 품질은 도서관 지속 이용의도에 영향을 미치며, 도서관불안은 두 변인의 매개역할을 하는 것으로 확인되었다. 연구결과를 토대로 유학생의 도서관 이용 개선에 관하여 논의하였다.