• Title/Summary/Keyword: ETAM

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A Study on the Factors Affecting the Usage Intentions of 5G Mobile Communication Service (5G 서비스의 이용의도에 영향을 미치는 요인에 관한 연구)

  • Jeong, Man Soo;Hong, Dae Sik;Ji, Yong Gu
    • The Journal of Society for e-Business Studies
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    • v.25 no.1
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    • pp.135-176
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    • 2020
  • This study is to investigate the factors affecting the usage intentions of 5G service between 5G service subscribers and non-subscribers based on the Integratively Extended Technology Acceptance Model in the initial B2C 5G service market. We designed the integratively extended technology acceptance model to find the more specific factors to affect the usage intentions by integrating the exogenous factors including the technical factors, the social factors, and the personal factors with the ETAM(Extended Technology Acceptance Model). Referring to the previous studies, we constructed the hypotheses of structural influence relationship from the exogenous factors to the dependent usage intentions factors through the mediating belief factors. We designed the 5G service usage intentions model based on these hypotheses and operational definitions of the factors. Using the analysis of SEM(Structural Equation Model), the proposed model and the hypotheses were empirically tested by the data collected from 245 subscribed respondents and 245 non-subscribed respondents. As a result, the perceived ease of use has an effect on the perceived usefulness and enjoyment, and the perceived usefulness/enjoyment and the personal innovativeness have positive effects on the usage intentions of both groups.

A Study on the Viewing Attitude and Intention for Perceived Usefulness and Ease of use of Terrestrial UHD Broadcasting - Center for Extended Technology Acceptance Model(ETAM)- (지상파 UHD 방송에 대한 인지된 유용성과 용이성이 시청태도 및 의향에 미치는 영향에 관한 연구 - 확장된 기술수용모형(ETAM) 중심으로 -)

  • Chun, Byung-Jong;Kim, Jong-Moo
    • Journal of Digital Convergence
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    • v.15 no.11
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    • pp.413-424
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    • 2017
  • This research was conducted to find out about the effects of a perceived usefulness and a perceived ease of use on the viewer's attitude and their intention to use of the Terrestrial UHD Broadcasting. The survey was conducted with 191 respondents while innovativeness, relative advantage, active engagement, accessibility and affinity were considered as the external variables for this research. As the result shows, the external variables that affect the perceived usefulness are affinity, relative advantage, and innovativeness. However, it was confirmed that the accessibility has no major effect on the perceived usefulness. Among the external variables, the innovativeness has the highest level of effectiveness on the perceived usefulness of UHD broadcasting. Relative advantage, active engagement, and affinity were followed in orderly fashion. Especially, the perceived ease of use on UHD broadcasting has a major effect on the perceived usefulness. Also, the perceived usefulness affects the viewers' attitude and their intention to use. And the research verified that there is no correlation between the perceived ease of use vs. attitude and between attitude vs. intention to use. Therefore, we can safely say that the perceived usefulness of UHD broadcasting has main effects on viewers' attitude and their intention to use of UHD broadcasting.

A Study on Factors Affecting the Intention to Use the Metaverse by Applying the Extended Technology Acceptance Model(ETAM) : Focused on the Virtual World Metaverse (확장된 기술수용모델(ETAM)을 적용한 메타버스 이용의도에 영향을 미치는 요인연구: 가상세계 메타버스를 중심으로)

  • Oh, Ji-Hee
    • The Journal of the Korea Contents Association
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    • v.21 no.10
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    • pp.204-216
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    • 2021
  • This study empirically analyzed factors affecting consumers' intention to use metaverse by applying the extended technology acceptance model. In other words, the factors affecting the intention to use the metaverse were set as content quality, perceived enjoyment, social influence, self-efficacy, and investigated from the perspective of the expanded technology acceptance model. For this end, a survey was conducted on 296 university students in Seoul, and the collected data from 267 students were analyzed using SPSS 25.0 and AMOS 23.0. As a result, it was found that perceived usefulness and perceived ease of use, which are the antecedent variables of the extended technology acceptance model, affect the intention to use the metaverse, and perceived ease of use has an effect on perceived usefulness. Content quality and perceived enjoyment had an effect on perceived usefulness, perceived ease of use and intention to use metaverse. Social influence was found to affect perceived usefulness and intention to use metaverse. Also, self-efficacy was found to affect perceived ease of use and intention to use metaverse.

Influencing Factors of Continuous Use Intention of Mobile IPTV Service (모바일 IPTV 서비스의 지속적인 이용의도에 대한 영향요인)

  • Kim, Hyoseok;Kim, Sanghoon
    • Journal of Information Technology Services
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    • v.16 no.4
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    • pp.99-120
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    • 2017
  • As smartphones and tablets are drastically spreading, mobile IPTV service becomes very important emerging issue in addition to existing DMB broadcasting, and the consumption of personalized multimedia services is increasing in the mobile Internet environment. While the previous research focuses on influencing factors of the initial acceptance intention of the mobile IPTV Service, this study intends to find the factors that affect continuous use intention of the mobile IPTV service which has become one of core services in the mobile environment. The research model and the hypotheses of this study could be derived on the basis of four referent theories (that is, mobile service quality model (MOBISQUAL), post acceptance model (PAM), expectation confirmation theory (ECT) and extended technology acceptance model (ETAM)). In order to empirically test the hypotheses, the field survey was conducted for 278 respondents. Twelve ones of fifteen hypotheses were found to be statistically significantly adopted from the results of structural equation model analyses using Smart PLS 3.0. The theoretical contribution of this study is to empirically investigate the factors that affect the continuous use intention of mobile IPTV service. And the practical contribution is to provide the implementation guidelines of managing the service quality to enhance the competitive power of mobile IPTV business.

The Analysis on Airline Passengers' Intention to Use a Self Check-ln Kiosk through Extended Technology Acceptance Model (확장된 기술수용모델을 통한 항공사 고객의 셀프체크인 키오스크의 사용의도 분석)

  • Choi, Sa-Ra;Park, Yun-Mi;Jeong, Eun-Seong
    • Journal of the Korean Society for Aviation and Aeronautics
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    • v.30 no.3
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    • pp.54-64
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    • 2022
  • Airlines have been introducing self check-in kiosks to reduce check-in time and improve operational efficacy to increase business revenue. The domestic airlines have actively provided kiosks at airports which are expected to reduce their operating costs and enrich their passengers' travel convenience. Based on the above background, the study investigates the factors influencing intention to use the self check-in kiosks by employing the Extended Technology Acceptance Model (ETAM). The study, therefore, designed a research model by reviewing theories and studies on the relationship among information quality, innovativeness, perceived ease of use, perceived usefulness, and intention to use the kiosks. The structural equation model revealed the following. Information quality and innovativeness had a significantly positive influence on perceived ease of use and perceived usefulness; furthermore, perceived ease of use had a significantly positive influence on perceived usefulness. In addition, both perceived ease of use and perceived usefulness had a significantly positive influence on intention to use. The results indicate that the airlines should constantly develop user-friendly contents and design of the self check-in kiosks.

An Empirical Study on the Effect of Cryptocurrency Personal Characteristics on Investment Intentions (암호화폐 개인 특성이 투자의도에 미치는 영향에 관한 실증적 연구)

  • Kim Sangil;Seo Jaeseok;Kim Jeongwook
    • Journal of Korea Society of Digital Industry and Information Management
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    • v.19 no.2
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    • pp.147-160
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    • 2023
  • Unlike other currencies, cryptocurrency is not a currency used for general transactions, but is currently applied to various investment assets and its scope is expanding. The purpose of this study is to the effect of personal characteristics on investment intention. As a theoretical background, it was verified by applying the Extended Technical Acceptance Model (ETAM). self-confidence propensity, bandwagon propensity, risk tolerance propensity, network externality, attitude, and Investment intention were composed of variables. The research method collected data from 871 people who had experience in cryptocurrency investment through a survey and analyzed it after excluding the data of 71 people who were judged to be inappropriate. The structural equation modeling method using AMOS was used. As a result of this paper, five hypotheses were accepted as statistically significant. This study concluded that self-confidence propensity, bandwagon propensity, risk tolerance propensity, network externality, and attitude had statistically significant effects on Investment intention. In this respect, this study will be able to provide useful information for cryptocurrency research.

A Study on User Experience of the Metaverse Exhibition: Focusing on Prayer for Life Metaverse

  • Park, Ji-Su;Park, So-Jeong;Park, So-Eun;Shin, Ji-Hye;Rhee, Bo-A
    • Journal of the Korea Society of Computer and Information
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    • v.27 no.11
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    • pp.89-98
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    • 2022
  • Using the extended technology acceptance model, this study aims to quantitatively analyze the user experience with the . In the case of Perceived Usefulness and Perceived Ease of Use, only limited detailed factors have significant impacts on the degree of satisfaction. The degree of satisfaction has positive correlations with the degree of immersion and the variables of Behavioral Intention to Use Metaverse. Although sophisticatedly remediates using digital technology to provide visitors with the sameness of exhibits, exhibition circulation and interaction method, the metaverse exhibition does not acquire the same value of the exhibition. In conclusion, cannot replace , however, it has the potential to offer learning usefulness to visitors with low accessibility to the art museum.

A study on prediction influence factor of Graduate Students inEducation Learning satisfaction, persistence, recommend intention (교육대학원생의 비대면 온라인 강의 만족도, 학습지속의향, 추천 의향에 미치는 예측 요인에관한연구)

  • Kim-Jae Kum
    • Journal of The Korean Association of Information Education
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    • v.26 no.6
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    • pp.517-532
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    • 2022
  • As a result of the this exploratory study the main results show that the factors affecting the satisfaction of non-face-to-face class learning of graduate students in Education were social presence, perceived easy to use, and information service quality. Secondly, the factors affecting the learning persistence were perceived usefulness and social presence, but perceived usefulness's influence was relatively small. Next, it was found that the subjective satisfaction of graduate students of education did not significantly affect their intention to continue learning persistence. Lastly, learning satisfaction and learning persistence had a positive effect on the intention to recommend to others. Through the this empirical analysitics study it demonstrate the factors such as attitudes, feelings, and friendliness toward non-face-to-face online classes perceived by graduate students in Education.

Analyzing the User Intention of Booth Recommender System in Smart Exhibition Environment (스마트 전시환경에서 부스 추천시스템의 사용자 의도에 관한 조사연구)

  • Choi, Jae Ho;Xiang, Jun-Yong;Moon, Hyun Sil;Choi, Il Young;Kim, Jae Kyeong
    • Journal of Intelligence and Information Systems
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    • v.18 no.3
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    • pp.153-169
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    • 2012
  • Exhibitions have played a key role of effective marketing activity which directly informs services and products to current and potential customers. Through participating in exhibitions, exhibitors have got the opportunity to make face-to-face contact so that they can secure the market share and improve their corporate images. According to this economic importance of exhibitions, show organizers try to adopt a new IT technology for improving their performance, and researchers have also studied services which can improve the satisfaction of visitors through analyzing visit patterns of visitors. Especially, as smart technologies make them monitor activities of visitors in real-time, they have considered booth recommender systems which infer preference of visitors and recommender proper service to them like on-line environment. However, while there are many studies which can improve their performance in the side of new technological development, they have not considered the choice factor of visitors for booth recommender systems. That is, studies for factors which can influence the development direction and effective diffusion of these systems are insufficient. Most of prior studies for the acceptance of new technologies and the continuous intention of use have adopted Technology Acceptance Model (TAM) and Extended Technology Acceptance Model (ETAM). Booth recommender systems may not be new technology because they are similar with commercial recommender systems such as book recommender systems, in the smart exhibition environment, they can be considered new technology. However, for considering the smart exhibition environment beyond TAM, measurements for the intention of reuse should focus on how booth recommender systems can provide correct information to visitors. In this study, through literature reviews, we draw factors which can influence the satisfaction and reuse intention of visitors for booth recommender systems, and design a model to forecast adaptation of visitors for booth recommendation in the exhibition environment. For these purposes, we conduct a survey for visitors who attended DMC Culture Open in November 2011 and experienced booth recommender systems using own smart phone, and examine hypothesis by regression analysis. As a result, factors which can influence the satisfaction of visitors for booth recommender systems are the effectiveness, perceived ease of use, argument quality, serendipity, and so on. Moreover, the satisfaction for booth recommender systems has a positive relationship with the development of reuse intention. For these results, we have some insights for booth recommender systems in the smart exhibition environment. First, this study gives shape to important factors which are considered when they establish strategies which induce visitors to consistently use booth recommender systems. Recently, although show organizers try to improve their performances using new IT technologies, their visitors have not felt the satisfaction from these efforts. At this point, this study can help them to provide services which can improve the satisfaction of visitors and make them last relationship with visitors. On the other hands, this study suggests that they managers along the using time of booth recommender systems. For example, in the early stage of the adoption, they should focus on the argument quality, perceived ease of use, and serendipity, so that improve the acceptance of booth recommender systems. After these stages, they should bridge the differences between expectation and perception for booth recommender systems, and lead continuous uses of visitors. However, this study has some limitations. We only use four factors which can influence the satisfaction of visitors. Therefore, we should development our model to consider important additional factors. And the exhibition in our experiments has small number of booths so that visitors may not need to booth recommender systems. In the future study, we will conduct experiments in the exhibition environment which has a larger scale.