• Asia pacific journal of information systems
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• v.18 no.2
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• pp.1-14
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• 2008

According to technology acceptance model(TAN) which is one of the most important research models for explaining IT users' behavior, on intention of using IT is determined by usefulness and ease of use of it. However, TAM wouldn't explain the performance of using IT while it has been considered as a very good model for prediction of the intention. Many people would not be confirmed in the performance of using IT until they can control it at their will, although they think it useful and easy to use. In other words, in addition to usefulness and ease of use as in TAM, controllability is also should be a factor to determine acceptance of IT. Especially, there is a very close relationship between controllability and ease of use, both of which explain the other sides of control over the performance of using IT, so called perceived behavioral control(PBC) in social psychology. The objective of this study is to identify the relationship between ease of use and controllability, and analyse the effects of both two beliefs over performance and intention in using IT. For this purpose, we review the issues related with PBC in information systems studies as well as social psychology, Based on a review of PBC, we suggest a research model which includes the relationship between control and performance in using IT, and prove its validity empirically. Since it was introduced as qa variable for explaining volitional control for actions in theory of planned behavior(TPB), there have been confusion about concept of PBC in spite of its important role in predicting so many kinds of actions. Some studies define PBC as self-efficacy that means actor's perception of difficulty or ease of actions, while others as controllability. However, this confusion dose not imply conceptual contradiction but a double-faced feature of PBC since the performance of actions is related with both self-efficacy and controllability. In other words, these two concepts are discriminated and correlated with each other. Therefore, PBC should be considered as a composite concept consisting of self-efficacy and controllability, Use of IT has been also one of important areas for predictions by PBC. Most of them have been studied by analysis of comparison in prediction power between TAM and TPB or modification of TAM by inclusion of PBC as another belief as like usefulness and ease of use. Interestingly, unlike the other applications in social psychology, it is hard to find such confusion in the concept of PBC in the studies for use of IT. In most of studies, controllability is adapted as PBC since the concept of self-efficacy is included in ease of use explicitly. Based on these discussions, we can suggest perceived use control(PUC) which is defined as perception of control over the performance of using IT and composed of controllability and ease of use as sub-concepts. We suggest a research model explaining acceptance of IT which includes the relationships of PUC with attitude and performance of using IT. For empirical test of our research model, two user groups are selected for surveying questionnaires. In the first group, there are freshmen who take a basic course for Microsoft Excel, and the second group consists of senior students who take a course for analysis of management information by Excel. Most of measurements are adapted ones that have been validated in the other studies, while performance is real score of mid-term in each class. In result, four hypotheses related with PUC are supported statistically with very low significance level. Main contribution of this study is suggestion of PUC through theoretical review of PBC. Specifically, a hierarchical model of PUC are derived from very rigorous studies in the relationship between self-efficacy and controllability with a view of PBC in social psychology. The relationship between PUC and performance is another main contribution.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.7
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• pp.4122-4131
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• 2014

The purpose of this study was to explore the features of virtual currency, which has become a hot topic recently. The characteristics of virtual currency were examined in terms of the effect on consumer acceptance. Therefore, when using the accepted model of the technology, the derived results should be analyzed by SEM. The research results showed that versatility and reliability affect the ease of use and safety is not have an effect. The utility did not have a direct effect on the attitudes and satisfaction, and the ease of use directly affects the ease of use, attitude and satisfaction. Finally, satisfaction with the attitude had a positive impact on the time of use. Effective strategies to manage the effect of the virtual currency will be possible to formulate from the results of this study.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• Journal of Information Technology Applications and Management
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• v.17 no.4
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• pp.57-82
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• 2010

Many companies today use information systems to maintain competitive advantage and to give immediate responses to customer requests. Over time, however, many of these companies failed to make the most of such information systems because the users stopped utilizing the system. While many reasons offer explanations to the phenomenon, this study analyzes how usage intention of information system can be enhanced by changing the environment and usefulness of the system from the user's perspective. Active and wide-ranging researches using the Technology Acceptance Model (TAM) have been carried out on an individual's tendency to using new technology. But, many of the studies remain focused on improving user intention by enhancing the ease of use and usefulness of the system under PC applications or Enterprise applications. The personalized intranet system is not only bringing about sweeping changes to a company's information systems environment but also providing users with freedom to design their own working environment, personalization, to Corporate Information Systems (CIS). Results from empirical tests on intranet systems verify that through personalization, a more voluntary information system environment can be created and that by increasing the ease of use and usefulness of the system, users can become more favorable to accepting new technologies and ultimately result in improved usage intention. This study suggests personalization variables and model for implementing a voluntary CIS for information system developers.

• The Journal of Economics, Marketing and Management
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• v.11 no.5
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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.

• Asia-Pacific Journal of Business
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• v.5 no.2
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• pp.13-24
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• 2014

The objective of this research is to find out the factors affecting adoption of Internet banking in India. The data is based upon a survey of 150 bank customers using a convenience sampling technique with the aid of a structured self-administered questionnaire. The research model was analyzed using Partial Least Squares (PLS) analysis. The recommended procedures have been tested which is measurement model and structural model. Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Image, Results Demonstrability, Perceived Behavioral Control and Subjective Norm were influence intention to use Internet banking. However, Perceived Ease of Use, Perceived Credibility and Computer Self Efficacy were not influence intention to use Internet banking. The findings of this study are expected to be of great use to the bank marketers. An understanding of the factors identified in this study allows bank managers to direct efforts and resources in the most effective and efficient way to increase bank business in the long run and encourage their bank customer's to adopt Internet banking. Moreover, this paper contributes to the empirical literature of diffusion of financial innovations, particularly Internet banking in a developing country, such as India.

• Journal of Internet Computing and Services
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• v.10 no.1
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• pp.145-158
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• 2009

No other change in Kora has offered gredter chalenges and opportunities than the emergence of the Internet and its related Information Technology. In the technology for accessing the ever growing wave of information. The quality of the silver generation is increasingly difficult to achieve because of the complexities of life in today's ICT(Information & Comunication Technology) dependent society, Life is more interesting when one knows what is going on, what opportunities exist, and when alternatives to current practices can be discovered and utilized with ease. The purpose of this study is to identify the determinants of attitude and planned behavior toward using internent for the quality of life. This study employ the intention to use internet, perceived ease of use, perceived usefuiness, self-efficacy, stress factor, generation gap, and income as major research variables, and collected 288 survey responses from senior citizen over 55. The results indicate that the perceived usefuiness and ease of use influence the intention to use internet, and that the self-efficacy, the ease of use and generation gap has some impact on the attitude, but the stree factor and the income level do not appear significant to the attitude. It was also found that the self-efficacy and the income level determine the level of ease of use. In addition, some useful suggestions concerning the continuing education program for silver generations are presented.

• Journal of Information Technology Applications and Management
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• v.15 no.3
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• pp.153-167
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• 2008

This study examines the effect of sense of community on the relationship between learner satisfaction and influencing factors related to the online learning environment. Influencing factors related to the online learning environment are derived from previous literature and classified into two groups : social dimension (leader's enthusiasm, offline activities) and system dimension (usefulness, ease of use, enjoyability). Learner satisfaction is defined as the learners' perceived learning gains from taking an online class. Study participants included 250 university students from two different institutions. The participants were divided into 43 groups and asked to complete an online TOEIC preparation module using a commercial cooperative learning system over 4 weeks. Data were collected at three points for each participant, at the beginning, 3 weeks after, and at the end of the online module. Two system factors related to the online learning environment (ease of use, usefulness) directly influenced learner satisfaction, while social factors indirectly influenced learner satisfaction through the mediating role of sense of community.

• The Journal of Korean Association of Computer Education
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• v.20 no.2
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• pp.35-45
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• 2017

Factors influencing the attitude towards the use of robot-based instruction in special education are explored using the technology acceptance model (TAM). Their interrelatedness is also analyzed. Research data were obtained via a questionnaire survey of elementary, middle, and high school special education teachers in North Chungcheong Province. The results reveal that three factors influence the attitude towards using robot-based instruction in special education: perceived usefulness, perceived ease of use, and social influence. Of these, perceived usefulness exerts the strongest influence. Perceived ease of use was found to be influenced by personal innovation and social influence, and perceived usefulness is influenced by perceived ease of use and personal innovation. Efforts should be made to induce a receptive attitude towards the use of robot-based instruction among teachers for its stable acceptance.

• Korean Management Science Review
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• v.24 no.1
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• pp.127-145
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• 2007

This study attempts to examine the acceptance factors of mSFA systems based on the innovation diffusion and technology acceptance model, and to measure the performance effects of mSFA systems using BSC metrics. Results show that (1) the characteristics of mobility and interactivity have positive impacts on perceived usefulness, ease of use, and professional fit. But the characteristics of personal identity were not perceived as useful due to users' negative feelings about privacy infringement and surveillance. (2) Job fit has positive impacts on perceived usefulness and professional fit. (3) Perceived usefulness, ease of use, and professional fit positively influence the degree of users' dependence on mSFA systems, which have positive impacts on users' performance measured by the personal BSC metrics including perspectives of finance, customer, internal process, and learning and growth.