• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.933-942
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• 2024

With the development of AI, Chat GPT, an artificial intelligence chatbot that appeared in 2022, is rapidly spreading to a wide range of people and expanding its usefulness. This study was conducted to examine college students' intention to continue using Chat GPT using a technology acceptance model. As a result of the study, all of Chat GPT's features had a positive effect on college students' perceived usefulness and perceived ease of use. However, among the features of Chat GPT, system quality and relative advantages did not directly affect the intention to continue using it. However, it was confirmed that it had an effect when perceived usefulness and perceived ease of use were mediated. The perceived usefulness and perceived ease of Chat GPT were verified to have a positive effect on the intention to continue using it.

• Journal of the Korea Convergence Society
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• v.10 no.10
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• pp.241-248
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• 2019

This study intended to examine how customers of self-service technology of airlines perceive and adopt the technology, and how such perceptions affect their willingness to use it. The findings of analysis are as follows. First of all, self-efficacy, a personal characteristics variable, has significant effects on both perceived usefulness and ease of use (H1). Second, though personal innovation which accepts new information technology more positively and challenge to use it before others has significant effect on perceived usefulness (H 2-1), it does not have significant effect on ease of use (H 2-2). Third, perceived ease of use has effect on perceived usefulness. Forth, both perceived usefulness and ease of use have positive effects on willingness to use.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.147-156
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• Journal of Information Technology Services
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• v.21 no.6
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• pp.1-19
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• 2022

This study empirically analyzed the effects of immersion and self-efficacy on the intention to continuously use realistic media. To this end, we used an extended technology acceptance model that includes not only the perceived ease of use and usefulness, but also the perceived joy as important factors. We collected data from 595 participants through an online questionnaire survey and tested the research model using a covariance-based SEM. As a result, we found that a user's immersion significantly increased perceived usefulness, ease of use, and joy of realistic media; and self-efficacy increased perceived usefulness and ease of use. Although the effect of perceived usefulness was relatively stronger than that of perceived joy, we found that the effect of perceived joy on the intention to use was also quite large. The effect of perceived ease of use on intention to use was found to be completely mediated by perceived usefulness and joy. In addition, the differences according to the types of media were tested by comparing two groups: augmented reality and virtual reality. The effects of perceived ease, usefulness, and joy on the intention to use were very similar regardless of the type of immersive media. However, it was found that self-efficacy increases usefulness only in augmented reality. Based on our findings, we have discussed the implications of our study, as well as the scope for future research.

• Industry Promotion Research
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• v.1 no.1
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• pp.41-49
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• 2016

This study is to examine constructs influencing the acceptance of SMEs for VSPs and the efficiency of VSPs, based on the two theories theory of reasoned action (TRA) and technology acceptance model (TAM) in the context of venture support program in Korea. This study concentrates on the government's venture support policy (VSP), namely the examination of the efficiency of current government VSPs in terms of preferential treatment for SMEs experiencing many other venture support programs (the EXP policy), and the reduction of documents/processes related to venture support programs for SMEs so that they are easily accessible and implementable (the EASE policy). Additionally, this paper will suggest an effective way to encourage SMEs to succeed by analyzing the fundamental reasons for their acceptance of VSPs to attain their long-term goals.

• Journal of information and communication convergence engineering
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• v.10 no.1
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• pp.71-77
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• 2012

This study examines the factors influencing internet protocol television (IPTV) usage intention. Using Davis's technology acceptance model (TAM) and DeLone and McLean's model of information system success, this study investigates the effects of information system quality (information quality, system quality, and service quality) and media quality on IPTV use in terms of perceived usefulness, perceived ease of use, and usage intention. We examined the proposed model by employing structural equation modeling and survey data from 222 IPTV users. The results indicate that information quality, service quality, and media quality had significant effects on perceived usefulness and that information quality and media quality had significant effects on perceived ease of use. However, system quality had no effect on perceived usefulness or perceived ease of use. In addition, perceived ease of use influenced perceived usefulness, and perceived usefulness and perceived ease of use influenced IPTV usage intention. Further, the stability and reliability of IPTV services encouraged IPTV use, and successful IPTV services showed high media quality.

• Journal of Distribution Science
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• v.12 no.10
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• pp.11-17
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• 2014

Purpose - The purpose of this study is to investigate the relationship that is found to exist between the technology-based self-service convenience orientation factor and the factors of convenience and quality. Research design, data, and methodology - The questionnaire was developed by using the modified and supplementary questions that were examined in previous studies. We used the SPSS/PC 18.0 and lisrel 8.3 statistical packages to analyze the results of the research. For validating the research hypothesis and structural relationship of the research model, path analysis was used in this study. Results - The ease of use exerted a significant influence on the four dimensions. Information had a significant influence on transaction, benefit, and post-benefit convenience. Control had a significant influence on five dimensions. Conclusions - This study suggests that technology-based self-service convenience is classified into five multi-dimensional levels. Further, the study reveals that control, ease of use, and information are important variables in order to increase convenience. Therefore, for improving technology-based self-service convenience, it is important to improve the control, ease of use, and information variables.

• Journal of Distribution Science
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• v.7 no.3
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• pp.25-48
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• 2009

This paper examines an augmented technology acceptance model, which includes perceived interaction as a mediator in the relationships between the technology acceptance model (perceived ease of use, perceived usefulness) and student satisfaction in online classes, and its impact on student satisfaction. Data has been collected from 842 undergraduate students in online universities. The data is analyzed by using factor analysis and structural equation modeling techniques. The results demonstrate that perceived ease of use, perceived usefulness, and perceived interaction serve as predictors for student satisfaction in online classes. Perceived usefulness has a positive relationship with perceived interaction while perceived ease of use has no effect on interaction.

• Knowledge Management Research
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• v.18 no.3
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• pp.181-199
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• 2017

Recently, the Fintech industry is growing rapidly, and mobile payment service plays a key role in this growth. The purpose of this study is to investigate factors affecting initial acceptance of mobile payment service using Technology Acceptance Model. In the research model, service-related factors such as economic efficiency and security, user-related factors such as user innovativeness and social factors such as social influence were adopted as external variables, and acceptance intention was introduced as dependent variable. Perceived usefulness and perceived ease of use were selected as mediating variables. The collected data were analyzed using SPSS Statistics v22 and Smart PLS 2.0. The results of the study are as follows. First, service-related factors such as economic efficiency and security did not affect the user acceptance intention. Second, individual innovativeness and social influence have significant effects on perceived usefulness and perceived ease of use respectively. And the perceived usefulness and perceived ease of use, which are mediators, have a significant influence on the acceptance intention of mobile payment service. The results of this study will serve as a useful guide for Fintech industries.

• The Journal of Asian Finance, Economics and Business
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• v.3 no.2
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• pp.67-76
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• 2016

The paper explores determinants of corporate adoption of social media and the role of technology acceptance model in the path. This paper assimilates some components of the technology acceptance dimension and social expectation theories to determine corporate intentions to use social media. Six hundred and forty-eight samples collected from hotel staff in Korea are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that corporate needs, social expectations, ease of use and usefulness should be viewed as important antecedents explaining the firm's behavioral intention to use social media. The study also finds that the ease of use and usefulness of the technology acceptance model have positive directional mediation effects in the path diagram.