• 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.

• International Journal of Computer Science & Network Security
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• v.21 no.4
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• pp.313-324
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• 2021

This study empirically investigates the factors influencing the intention to accept mobile technology in Saudi healthcare service delivery using the extended unified theory of acceptance and use of technology model (UTAUT) with perceived reliability and price value. Accordingly, a conceptual model combining behavioral constructs with those linked to the technology acceptance model is developed. This model aims to identify factors that predict patients' acceptance of mobile technology healthcare service delivery. The developed model is examined using responses obtained from a survey on 545 participants receiving healthcare services in Saudi Arabia. Thus, we have conceptualized the developed model and validated seven hypotheses involving key constructs. Results suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, price value, and perceived reliability are direct predictors of user behavior to accept mobile technology in healthcare service delivery. The results provide empirical evidence to the literature on the effect of facilitating conditions and effort expectancy on mobile health (mHealth) adoption. The results show that the COVID-19 pandemic has significantly increased the adoption of mHealth services in Saudi Arabia.

• Fashion & Textile Research Journal
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• v.25 no.1
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• pp.11-23
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• 2023

With the proliferation of the "Untact" culture (non-face-to-face society), advanced technologies have accelerated the cashierless systems in the retail context. Cashierless fashion stores are expected to grow rapidly in the same way automated convenience stores grew in popularity. Applying the extended technology acceptance theory, this study aims to investigate how the attributes of cashierless fashion store influence consumers' acceptance of it and to examine how consumer's technology readiness moderates the model. Two online surveys-preliminary and secondary-were conducted to collect data from consumers in their 20s and 30s who had experienced cashierless stores over the past year. To analyze a total of 423 responses, this study conducted a confirmatory factor analysis, a multi-group factor analysis, a multi-group structure equation modeling, and a descriptive analysis. The results demonstrate that convenience, trustworthiness, and price had a positive impact on perceived ease of use, while service quality had a negative one. Enjoyment, convenience, trustworthiness, and price positively influenced perceived usefulness. Both perceived ease of use and usefulness increased the intention to use. Furthermore, the multi-group comparison confirmed that the positive dimensions of consumer's technology readiness played a moderating role in the model. This study provides a research foundation for consumer acceptance of technologically advanced stores and offers practical implications to companies planning cashierless fashion stores.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.29
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• pp.173-196
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• 2006

Online game business has emerged as the most lucrative entertainment industry, with over 10 million players in South Korea and over 30 million in Japan in 2005. The popularity of online games can be attributed to the availability of broadband network, pushing online games into the mainstream entertainment culture. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the interactive entertainment market continues to expand, with many new online game publishers entering the Japan, relatively little is known about which factors influence online game players' behavioral intentions to play continuously in this area. This study investigates major factors which influence the acceptance of online game services based on the theoretical backgrounds of the technology acceptance model(TAM) and the flow theory. This paper extended the Davis' TAM model by including the flow concept as another major factor toward the intention to play online game. Based on data collected from online questionnaire survey, we show that the proposed model provides an adequate fit to the data, and that the flow experience is another important factor influencing the intention to play online game, as well as the perceived ease of use.

• Journal of Information Technology Applications and Management
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• v.13 no.2
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• pp.67-86
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• 2006

Based on literature relating to the TAM (technology acceptance model) and TPB (theory of planned behavior), this study extends the TAM in a mobile banking context. The extended model was tested using LISREL analysis on the sample of 222 users who have experience with the banking service. The model was partially supported in a mobile banking context, accounting for 49% of the variance in the usage intention. The results showed that the perceived usefulness, the perceived credibility, and the perceived financial cost play a significant role in influencing the usage intention of the mobile banking service. In addition, instant connectivity and perceived credibility were found to influence the perceived usefulness, and self-efficacy and instant connectivity were found to influence the perceived ease of use. Implications of these findings are discussed for researchers and practitioners.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2003.11a
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• pp.99-102
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• 2003

While information technology has been advanced impressively, the issue of system underutilization has continued. Although TAM provides a theoretical and empirical model for explaining information technology acceptance, there exist some issues: lack of focusing task and organization. The present study examines the motivational factors influencing the beliefs about the system, in terms or the extended TTF (task-technology fit) model, to address the issues. For this purpose, an exploratory case study was conducted based on the data gathered from a Web-based survey. The present research proposes five propositions, based on the results of the case study and prior study findings, which can be used as a starting point fur future research.

• Journal of Distribution Science
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• v.19 no.9
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• pp.5-17
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• 2021

Purpose: As mobile devices are commonly used and contact-free services are widespread due to the COVID-19 pandemic in the recent distribution environment, this study suggests retail strategies for consumers using high-speed railways. To this end, we analyzed how consumer perception on technologies necessary for use of mobile apps is related to the attitude that drives consumers to continue using the app services. Research design, data and methodology: Based on the extended unified theory of technology acceptance and use of technology model by Venkatesh, Morris, Davis and Davis (2003), we added variables proposed by existing theories that studied the technology acceptance model from multiple perspectives and empirically analyzed the relationship between user satisfaction and use intention with structural equation modeling. Results: As expected, factors necessary for the use of app services such as performance expectancy, social influence, price value, facilitating conditions, security, and aesthetics had positive effects on user satisfaction, whereas the effect of effort expectancy on user satisfaction was rejected. And user satisfaction was found to have a significant effect on intention to use. Conclusions: The results provide implications that strategic retail management of the above factors can motivate passengers to continuously use high-speed railways.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.38-47
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• 2016

This research analyzes the influence of mobile commerce characteristics on consumer's purchase intention using a theoretical Technology Acceptance Model (TAM) constructed on previous studies and a review of the literature to explain the effect of mobile fashion shopping characteristics on consumer's purchase intention. In constructing structural equation model, Mobile commerce characteristics variables such as 'security', 'enjoyment', and 'personalization' were selected as external variables affecting TAM. A questionnaire was distributed to consumers in their 20's-30's who had purchased fashion products using a mobile shopping channel. Statistical methods of confirmatory factor analysis, correlation, and covariance structural analysis using Amos 19.0 package were employed for the analysis of 453 effective data responses. The results were as follows. First, extended TAM was shown be the appropriate model to explain the influence of mobile commerce characteristics on consumer's purchase intention in mobile fashion shopping. Second, 'security' had a significant positive influence on perceived usefulness (PU), however it affected perceived ease of use (PEOU) negatively. Third, 'enjoyment' had a significant influence only on PEOU, while 'personalization' was found to affect both PEOU and PU significantly. Fourth, PEOU affected PU significantly. Finally, both PEOU and PU had a significant influence on consumer's purchase intention.

• Journal of Information Technology Applications and Management
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• v.20 no.1
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• pp.67-85
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• 2013

The emergence of RFID markets and development of various RFID-embedded mobile devices has brought fundamental changes to our lives. As the availability of RFID readers and tags that are implanted in smart phones and table PCs increases, information on RFID-affixed objects can be tracked wirelessly and this had open possibilities for B2B businesses to be run like B2C businesses. However, given the popularity of the RFID markets, there is limited research in this area. This paper serves to develop an extended technology acceptance model by Mobile RFID characteristics (perceived cost, security, instant connectivity, context awareness, and result demonstrability) examines the determinant factors that cause the acceptance of mobile RFID. To do so, the study conducted a survey targeting smart phone users and used the PLS path modeling, one of the structural equation models to verify the significance of research hypothesis. As a result, perceived cost, instant connectivity, context awareness, and result demonstrability turned out to have a real effect on intention to use mobile RFID by means of perceived usefulness and perceived ease of use. Security turned out to have a partial effect on intention to use mobile RFID by means of perceived usefulness or perceived ease of Use.

• Asia pacific journal of information systems
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• v.14 no.3
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• pp.93-120
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• 2004

The current study investigates major factors which influence the acceptance of mobile internet services based on the theoretical backgrounds of the technology acceptance model(TAM) and the flow theory. This research extended the Davis' TAM model(1989) by including the flow concept as another major factor towards the intention to use the mobile device in order to explain the acceptance of divers mobile services. According to the marketing studies(Ghani & Desphande, 1994; Novak, Hoffman & Yung, 2000), flow is regarded a psychological state in which one is absorbed in something he or she is doing, and is known to be widely adopted in explaining one's acceptance in the area of game, sports, and even hobby. This study developed a research model to explain the use of mobile services employing usefulness, ease of use and flow as major research variables, and collected 221 survey responses from the high school students who had experiences with such mobile services as game and audio file download. The results of the current research indicates that usefulness and flow influence the intension to use mobile services, but the effect of ease of use did not appear significant to the intention to use. It was also found that flow affects both usefulness and ease of use, and then ease of use next influences usefulness.