• Journal of Information Technology Services
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• v.20 no.2
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• pp.13-31
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• 2021

Recently, delivery app services based on the O2O platform are increasing rapidly. Accordingly, various studies on O2O service have been conducted. Most of the studies are on consumer behavior in O2O services, and few studies on platform vendors have been conducted. Therefore, this study empirically analyzed the factors affecting the vender's intention to continuous use in the O2O delivery app platform service. Based on prior researches, we set the quality characteristics and network characteristics of the O2O platform as independent variables. The quality characteristics of the O2O platform consisted of system quality, information quality, and service quality, and the O2O platform network characteristics consisted of network externality and platform reputation. Perceived value and switching cost were set as mediated variables, and vender's intention to continuous use was set as dependent variables. For empirical analysis, we conducted a survey targeting vendors of O2O delivery app platform service, and conducted frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result of the analysis, the quality characteristics of the O2O platform, such as system quality, information quality, service quality, and O2O platform network characteristics, showed that network externality and platform reputation had a positive effect on perceived value. The perceived value was found to have a positive effect on the switching cost and the intention to continuous use, and the switching cost was found to mediate the perceived value and the intention to continuous use. This study can contribute to the establishment of platform operation strategy as an empirical analysis on the factors that influence the intention of O2O platform vendors to use the platform continuously.

• Journal of Information Technology Applications and Management
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• v.17 no.1
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• pp.107-125
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• 2010

The purpose of this research is to identify the critical factors influencing on the continuous use of video telephony service for mobile devices. An empirical analysis has been performed by using service quality, brand image, price, fun as influencing factors, and satisfaction and commitment as mediating factors. The partial least squares(PLS) methodology with 228 questionnaires has been conducted. The results indicated that brand image, price, and fun were mediated by satisfaction and commitment to have a statistically significant influence on continuous use of video telephony service. Service quality showed a significant effect on continuous use mediated by satisfaction while it did not show any influence through commitment. Based on the results, companies in the communication service industry should consider and focus on the improved brand image, appropriate fees, and individual preferences for fun for the successful marketing activities, and should also maintain amicable relations with their customers.

• Journal of Korea Artificial Intelligence Association
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• v.2 no.1
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• pp.15-24
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• 2024

This study is about the effect of chatbot service quality on customer satisfaction and continuous use intention. Data collection was conducted for 13 days from October 23 to November 5, 2023, and a survey was conducted on customers who have used chatbot services. A total of 572 questionnaires were targeted, of which 545 valid data were used for analysis, excluding those that responded insincerely or did not meet the purpose of the study. The analysis results of this study are as follows: First, chatbot service quality partially had a significant effect on satisfaction. Second, customer satisfaction had a significant effect on continuous use intention. Therefore, in order to have a positive impact on continuous use intention, it is necessary to focus on marketing strategies related to chatbot service quality. Also, research focusing on data analysis and performance evaluation is crucial for enhancing chatbot services, necessitating studies that address real-time changes. Through sophisticated data analysis and variable measurement, chatbot services can be effectively improved, leading to enhanced customer satisfaction.

• The Research Journal of the Costume Culture
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• v.22 no.6
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• pp.1011-1027
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• 2014

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.107-115
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• 2020

This study verified the motivation to use Tiktok for Chinese teenagers. This paper investigated the influence of adolescents'use motivation on use satisfaction and continuous use intention. In addition, this study was to grasp the relationship between use motivation and sustained use intention as a mediating effect of use satisfaction. The survey was conducted online and offline, 315 adolescents were selected for analysis. For the data, factor analysis, multiple regression analysis, and effect analysis of parameters were conducted using the SPSS 25 program. As a result of the study, information/entertainment pursuit, communication, and self-expression were derived as motivation for use. Among these motivations, information/enterprise pursuit and communication were found to have a significant effect on use satisfaction and continued use intention. In addition, it was confirmed that use satisfaction has a mediating effect on intention to use continuously. But it is found that the self-expression factor handled as reuse intention have no significant influence on the use satisfaction and continuous use intention of Tiktok.

• Journal of Information Technology Services
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• v.19 no.2
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• pp.49-67
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• 2020

On-Demand services have emerged as one of the core business strategies for delivering new experiential values by providing customized services in different user-needs nowadays. Based on the Stimulus-Organism-Response (S-O-R) framework, this paper focuses on the factors of environmental stimulation and emotional states of the demand-side that induce continuous intention of use from the On-Demand services. The study defines 'Informativeness', 'Fulfillment', 'Trust', and 'Convenience' as the properties of the On-Demand services and considers 'Playfulness', 'Customer Return on Investment (CROI)', and 'Service Excellence' as the aspects of the experiential values. The research shows that 'Fulfillment', 'Trust' and 'Convenience' affected the experiential value in 'Kakao Taxi (On-Demand transportation service)' while 'Informativeness', 'Fulfillment', 'Trust of platform', and 'Convenience' are represented as the related factors to the experiential value in 'Baedal Minjok (On-Demand food delivery service)'. The experiential value factors, 'CROI' and 'Service Excellence', are shown directly related to the continuous intention of use in both services. A partial mediation relationship is, furthermore, observed between the aspects of 'CROI' and 'Service Excellence' in Kakao Taxi and its 'Convenience' and 'Continuous intention of use.' In Baedal Minjok, a partial mediation relationship is found between the 'CROI' with its aspects of 'Trust of the platform', 'Convenience', and 'Continuous intention of use' as well. The results of this study may contribute a comprehensive understanding of the purpose of On-Demand services and its needs from the demand-side thus can be helpful for the supply-side.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.131-141
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• 2019

Recently the business environment surrounding the financial investment industry is changing rapidly, and the demands of customers (diversity and the cycle of change etc.) are getting shorter. In this context, it can be said that companies are forced to adopt an agile management environment. In particular, non-face-to-face channels, including MTS, is adopting the agile system into the digital finance sector from a company-wide and strategic perspective. This study analyzed the effects of MTS services' environment quality on customer satisfaction and continuous intention to use for MTS users who are rapidly increasing under the agile management environment in the financial investment industry. This study surveyed the quality of service environment (accessibility, convenience, design, security), customer satisfaction, and continuous intention to use for 350 MTS users. First, accessibility, convenience, and security of MTS service environment quality had a positive effect on customer satisfaction, and design was rejected Second, customer satisfaction has a positive effect on continuous intention to use. Third, convenience and security of MTS service environment quality have positive effects on continuous intention to use, and accessibility and design were rejected. The results of this study, together with demographic analysis, are expected to provide useful implications for MTS activation studies and securities firms' strategies.

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.433-448
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• 2022

Purpose - The purpose of this study is to empirically analyze users' continuous use intentions using the characteristics of live commerce in China. Design/methodology/approach - Social presence, influence of information source (Wang Hong), convenience, marketability, reliability, personal innovativeness, and social influence were selected as elements that affect the perceived value of users, and an assumption that perceived value would affect continuous use intention was set. 515 samples were obtained from Chinese consumers through a Chinese online questionaire survey. IBM SPSS 26 and AMOS was used for statistical testing. Findings - First, social presence, Wang Hong, convenience, marketability, and reliability, which are the quality characteristics of live commerce services, affect the perceived value of users and user's continuous use intention. Second, the perceived value of users plays a mediating role between the quality characteristics of live commerce service and the continuous use intention. Third, personal innovativeness plays a moderating role in the effect of live commerce service quality on the perceived value of e-commerce users. Fourth, among the relative effects of the service quality characteristic variables, the relative effect of reliability is the greatest followed by that of convenience, marketability, and Wang Hong, in order of precedence, and the effect of social presence is the smallest. Research implications or Originality - South Korean government's plan to support for advancing into live commerce in China were presented as strategic implications for exporting South Korean products to China through online services including live commerce.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.187-195
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• 2022

The demand for non-contact service has increased a lot along with the development of technology and the generalization of social distancing to prevent COVID-19 spread during the pandemic. This study analyzed mediator and moderating variables between digital literacy and intention of continuous use of non-contact service were identified. The result showed that digital literacy had a significant influence on intention of continuous use of non-contact service. In particular, self-efficacy and satisfaction played a moderating role in the relation between digital literacy and intention of continuous use of non-contact service. This study is intended to contribute to expanding the base of non-contact service by verifying whether satisfaction and self-efficacy played important mediator variables in the relation between digital literacy and intention of continuous use of non-contact service