• International Journal of Costume and Fashion
• /
• v.16 no.2
• /
• pp.25-50
• /
• 2016

The purpose of the study was to identify dimensions of benefit sought where consumer cross-border online shoppers seek and to examine the effects of the dimensions on expectancy, perceived performance, disconformity and satisfaction with cross-border online shopping. A total of 258 data were gathered and analyzed using SPSS 22.0. The results of the study identified that six dimensions of benefit sought of cross-border online shopping, which were economic-efficiency, convenience, uniqueness, scarcity, superiority and conformity seeking. There were significant effects of economic-efficiency, scarcity and uniqueness seeking on the expectancy, perceived performance, and satisfaction. In addition, consumers were segmented as four clusters classified using benefit sought of cross-border online shopping. The four clusters were labeled as "high interest type", "disinterested type", "unique scarcity type", and "price-first unfussy type". The significant differences were found among the clusters in the research constructs of expectancy and disconfirmation theory. The findings of the study suggested practical and managerial implications.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.11 no.8
• /
• pp.4162-4179
• /
• 2017

The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to User Experience (UX) sports smart wearable devices by applying Technology Readiness (TR) and Unified Theory of Technology (UTAUT). Research survey targeted on users of golf smart devices in Seoul. A total 534 questionnaires were collected and used for testing hypotheses. Methods to analyze the data included frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling in accordance with the purpose of the study by using SPSS and AMOS. The results are as follows; First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy. Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior. Thus it became crucial to identify the difference in acceptance intention models per each products are as follows. Positive TR of golf-related mobile application users has a positive effect on both technology acceptance belief and acceptance intention, whereas negative TR has no statistically significant effect on technology acceptance belief nor acceptance intention.

• Journal of Agricultural Extension & Community Development
• /
• v.30 no.1
• /
• pp.15-29
• /
• 2023

Recently, there has been increasing interest in renewable energy in the agricultural sector. Agrophotovoltaics, producing electricity while farming, has attracted much attention. This study aims to identify the factors influencing the acceptance intention of Agrophotovoltaics. Using the UTAUT2 model, we designed a research model to examine the impact of performance expectancy, effort expectancy, facilitating conditions, social influence, and investment utility on the intention to adopt Agrophotovoltaics through the mediation effect of the user's innovativeness. We conducted a survey on farmers and obtained 212 responses for the final analysis. The results showed that effort expectancy and innovativeness significantly positively affected the intention to adopt Agrophotovoltaics. Furthermore, innovativeness was found to fully mediate the relationship among performance expectancy, facilitating conditions, investment utility, and acceptance intention. This suggests that focusing supportive measures on innovative groups could promote the adoption of Agrophotovoltaics.

• Korean Journal of Organic Agriculture
• /
• v.28 no.3
• /
• pp.315-334
• /
• 2020

This study was conducted to analyze factors affecting acceptance of smart farm technology. Smart farm technology is rapidly being introduced to agriculture in accordance with the progress of the 4th Industrial Revolution, but research on this is still little. Therefore, in this study, based on the unified theory of acceptance and use of technology (UTAUT), a research model reflecting the characteristics of smart farm technology was constructed. To test this, empirical analysis was performed. A survey was conducted for students in smart farm technology education and adult male and female farmers who are currently planning to operate smart farms. Valid 204 sample were used for analysis. The hypothesis test was based on multiple regression analysis using SPSS 24 statistical package. For the mediating effect and moderating effect, Process Macro 3.4 based on the regression equation was used. The results of testing the hypothesis are as follows. First, in the causal hypothesis test, it was shown that performance expectancy, social influence and price value have a significant positive effect on the intention to use smart farm technology. On the other hand, effort expectancy, facilitating conditions were not tested for a significant influence on the use of smart farm technology. As a result of analyzing the mediating effect of trust, it was found that trust plays a mediating role between performance expectancy, effort expectancy, social influence, facilitating conditions, price value and intention to use smart farm technology. In particular, the effort expectancy has not been tested for a direct significant effect on intention to use smart farm technology, but it has been shown to have an impact through trust. Trust was found to be a full mediating between the effort expectancy and the intention to use the smart farm technology. The current IT level of prospective users has been shown to play a moderating role between performance expectancy, facilitating conditions and intention to use smart farm technology. In particular, the IT level was found to strengthen the relationship between performance expectancy and intention to use smart farm technology. Based on the results of these studies, academic and practical implications were suggested.

• The Journal of Information Systems
• /
• v.28 no.3
• /
• pp.159-202
• /
• 2019

Purpose The purpose of this study is to explain users' wearable healthcare device adoption using performance expectancy, effort expectancy, the hedonic motivation and price value of UTAUT2, and to identify the causal relationship between intention to use wearable healthcare device and innovation resistance formed by perceived risks. Design/methodology/approach The research model proposed in this study is based on UTAUT2(Extended Unified Theory of Acceptance and Use of Technology) and MIR(Model of Innovation Resistance). In specific, performance expectancy, effort expectancy, hedonic motivation and price value of UTAUT2 and innovation resistance formed by perceived risks of MIR are adopted in our research model. To validate the research model, we carry out the analysis of the survey data using Smart PLS 3.0 to test the hypotheses. Findings According to the empirical analysis results, this study confirms that the performance expectancy, effort expectancy, hedonic motivation, and price value have significant effects on the intention to use wearable healthcare devices. It also finds that perceived risk affects innovation resistance and in turn, innovation resistance affects the intention to use wearable healthcare devices.

• The Research Journal of the Costume Culture
• /
• v.31 no.4
• /
• pp.489-503
• /
• 2023

This study utilized the unified theory of acceptance and use of technology 2 (UTAUT2) to examine usage intentions associated with virtual fitting services. Six independent variables were examined: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The study collected responses from 445 participants who had utilized virtual fitting services. Regarding factors related to usage intentions associated with these services, performance expectancy and social influence were found to significantly influence the usage intentions associated with photo-based virtual fitting services. Furthermore, performance expectancy, social influence, and habit significantly influenced the usage intention of avatar-based virtual fitting services. This suggests that higher levels of performance expectancy and social influence positively impact the usage intentions associated with both types of virtual fitting services, while habit influences only avatar-based virtual fitting services. Moreover, the findings confirm that effort expectancy, facilitating conditions, and hedonic motivation from UTAUT2 do not significantly influence usage intentions associated with virtual fitting services. By analyzing factors influencing potential customers' virtual fitting service usage intentions, this study can suggest effective strategies to increase usage intentions for companies providing virtual fitting services. Additionally, these findings can be utilized in the formulation of virtual fitting service marketing strategies.

• Journal of Technology Innovation
• /
• v.27 no.4
• /
• pp.111-144
• /
• 2019

As virtual assistants rapidly diffused into the market, the voice shopping market is expected to expand. The purpose of this study is to identify the factors that determine the consumers' intention to adopt voice shopping by using the unified theory of acceptance and use of technology(UTAUT). In this study, we set variables that influence the intention to adoption of voice shopping with performance expectation and effort expectations as the variables of UTAUT and playfulness expectations as an extended variable. In addition, we also include four voice secretary attributes such as response accuracy, compatibility, social presence, and safety in our research model to investigate the source of motivation of voice shopping adoption. The result of this analysis shows that variables such as performance expectation, effort expectation, and amusement expectation have a positive effect on the intention to adoption of voice shopping. With respect to the four voice shopping attributes, compatibility had a positive effect on performance expectancy, effort expectancy, and playfulness expectancy. Social presence has a positive effect on playfulness expectancy. Safety has a positive effect on effort expectancy and playfulness expectancy. On the other hand, response accuracy is not significant for performance expectancy, effort expectancy, and playfulness expectancy. This study reveals the determinants of intention to adopt the new purchasing method called voice shopping, and suggests the important factors for the innovation of commerce business.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.18 no.8
• /
• pp.181-189
• /
• 2017

This study examines whether the variables used in the Unified Theory of Acceptance and Use of Technology(performance expectancy, effort expectancy, social influence, and facilitating conditions) is applicable to continuous usage of uTradeHub at a time of expansion in the use of uTradeHub. In addition, the role of user satisfaction(mediating effect) and CEO support(interaction effect) in the relationship is identified attempting to provide basic data to help uTradeHub management strategy establishment. A total of 101 valid responses collected through questionnaires were used for empirical analysis(using SPSS 24.0), and the results are as follows. First, for the effect of the integration technology acceptance factor on user satisfaction(H1), only performance expectancy, effort expectancy, and social influence were significant, but facilitating conditions was not significant. Second, for the effect of user satisfaction on the continued use of uTradeHub(H2), there was a significant result. Third, the mediation effect on verification of user satisfaction(H3) was full where performance expectancy, effort expectancy, and social influence prompted continuous usage through user satisfaction. Fourth, for interactive effect verification of CEO support(H4), an interaction effect was shown only in the influence relationship of performance expectancy and social influence on user satisfaction.

• Journal of Information Technology Applications and Management
• /
• v.23 no.2
• /
• pp.153-176
• /
• 2016

This study investigated factors affecting the use intention of podcast service users based on the unified theory of acceptance and use of technology (UTAUT). Performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, innovativeness, and media credibility were used as independent variables in the model. The survey data from the users of the podcast portal 'podbbang' were analyzed with Smart PLS 2.0 to test the structural equation model. The results revealed that the podcast service user's effort expectancy, facilitating condition, hedonic motivation, and media credibility have a significant influence on use intention. However, the relationship between the podcast service user's performance expectancy, social influence, innovativeness, and use intention were not identified as significant.

• Journal of the Korean Institute of Intelligent Systems
• /
• v.27 no.2
• /
• pp.150-156
• /
• 2017

In July, 2015, the Korean national assembly passed 'Act on Capital Markets and Financial Investments,' and therefore, it was expected that the crowd funding would be activated owing to a variety of fundraisings and investments. Hence, for the success of the crowd funding, this paper tried to identify the factors affecting the funding. In this study we analyzed the core variables of the Unified Theory of Acceptance and Use of Technology(UTAUT) and their perceived risks on the crowd funding participants' intentions as well as the mediating effects of the attitudes; the core variables of UTAUT were performance expectancy, perceived risk, facilitating conditions, social influence, and the like. As a result, it was found that such facilitating conditions as performance expectancy and social influence would affect crowd funding participants' intention positively, but that effort expectancy and perceived risk would not significantly affect their intention. On the other hand, as a result of testing the mediating effects of the attitudes, it was found that performance expectancy and social influence would have significant mediating effects on participants' intention.