• Journal of the Korea Society of Computer and Information
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• v.24 no.10
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• pp.101-116
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• 2019

In this paper, we propose a novel behavioral model that explains the use of the military battlefield management system more effectively in the non-voluntary use environment. This study intends to suggest a model based on the Unified Theory of Acceptance and Use of Technology(UTAUT), an extended TAM. Also, it introduces the concept of 'Conative IS use' as a dependent variable that can explain user's behavior more effectively in non-voluntary technology acceptance environment. In addition, we propose the major factors affecting the UTAUT components from the TOE(Technology-Organization-Environment) perspectives, and analyze their effects. In order to validate the proposed model, this study applies PLS(Partial Least Squares) to the survey collected from military personnel. The findings of our study may shed a light on improving the effectiveness of battlefield management information system.

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

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

• The Journal of Society for e-Business Studies
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• v.21 no.3
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• pp.51-78
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• 2016

Online-to-offline (O2O) commerce is the new trend that merges online commerce with traditional industries in various fields. The primary purpose of this paper is to find out which factors influence customers' intention to switch from call-based driver-for-hire services to O2O app-based services. This study used variables and factors based on Theory of Switching Intention, and Extended Unified Theory of Acceptance and Use of Technology in order to design research questions. We surveyed 500 users of call-based driver-for-hire services. According to the result of this study, dissatisfaction with the current call-based driver-for-hire services is estimated to be a significant factor that strengthens customers' intention to switch from the call-based driver-for-hire services to the app-based services. Loyalty to the previous call-based driver-for-hire services was not seen as a crucial motivator that causes customers to switch to the new O2O driver service. Switching cost also did not play a key role in explaining the relationship between dissatisfaction with the current call-based service and the intention to use the new app-based service. Performance expectancy, easiness in use, the level of user's knowledge or available assistance in relation to the use of app-based services, and expectancy for reasonable price was found to have meaningful impacts on customers' intention to switch from the call-based driver-for-hire services to the app-based services. Age, gender and user experience on the new service were found incapable of moderating the relationship between aforementioned factors which influence customers' choice of the app-based driver-for-hire service, and customers' intent to switch to the app-based service.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.3
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• pp.153-168
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• 2019

Augmented Reality(AR) has been one of the important technologies of the 4th industrial revolution. Consumer acceptance of new technologies is substantial issue for market expansion, but there have been few empirical studies on factors that affect the acceptance or use intention of AR. In this study, we have explored and analyzed the factors influencing technology acceptance based on the extended unified theory of acceptance and use of technology(UTAUT2) model in the AR business and have discussed it with comparison with existing research based on this analysis. The results of this study suggest that the main variables of the existing UTAUT1 model had significant positive effect on the intention to use, such as performance expectancy, effort expectancy, facilitating conditions and hedonic motivation, habits of UTAUT2. In addition, perceived risk introduced in this study had a negative effect on intention to use. Furthermore, the impact between these two factors have been effort expectancy(${\beta}=.294$)>habits(${\beta}=.268$)>hedonic motivation(${\beta}=.266$)>performance expectancy,(${\beta}=.263$)>facilitating conditions(${\beta}=.233$)>perceived risk(${\beta}=-.094$). The impact of social influence did not have a significant effect on intention to use. The intention to use was analyzed to have a significant positive effect on the actual use and recommendation intention. On the other hand, the hypothesis that the age and gender has played a moderating role between independent variables and the intention of use were investigated. Age was found out to play a role as a moderator between social influence, facilitating conditions, hedonic motivation, habits and intention to use. In the same way, gender has been shown to play a moderating role between facilitating conditions, perceived risk and intention to use. Academic and practical implications are suggested based on the results of this study.

• Journal of Korean Society for Quality Management
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• v.50 no.3
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• pp.593-615
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• 2022

Purpose: The purpose of this study was to explore and examine the factors influencing customer satisfaction and subscription intention in order to propose useful implication regarding subscription economy model. Methods: This study adopts the extended Unified Theory of Acceptance and Use of Technology model (UTAUT2) as the theoretical framework. On the basis of literature review, this study suggested 9 related hypothesis. To examine the hypothesis proposed, the study designed surveys with 32 questions and 456 answers were collected for the analysis. The study adopted a structural equation model and path analysis, using AMOS and SPSS programs. Results: The results of this study are as follow: All hypothesis except performance expectancy and effort expectancy have significant influence on customer satisfaction. Performance expectancy and effort expectancy have no significant influence on customer satisfaction and facilitate condition is significant but negatively associated with customer satisfaction. Conclusion: Result of this study is expected to suggest data regarding subscription economy and customer satisfaction for business with subscription model. In detail the result implies that highly sophisticated curation system would create more customer satisfaction and subscription intention rather than how a subscription-based platform is easily used. Moreover, curation system of subsription-based music platform should function with high accuracy on recommendation in a creative visual form in order to gain comparative advantage while most platforms have built own curation service.

• Journal of Venture Innovation
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• v.4 no.3
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• pp.125-139
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• 2021

As the 4th industrial revolution progresses, new technologies and services are being born, growing, and maturing. Now, beyond the mobile era, the metaverse is being discussed as a new paradigm. Therefore, in this study, in preparation for the metaverse era, we tried to analyze what factors have an important influence when consumers want to use new technologies. In particular, the research was conducted focusing on how the context in which consumers use the technology changes depending on whether they are B2C or B2B. For this, augmented reality (AR) was selected in the B2C context by linking the research subject with the metaverse era, and the smart factory was selected in the B2B context. The research model for the analysis was established by deriving and setting common influence variables by reflecting the characteristics of the research target technology based on the modified extended unified theory of acceptance and use of technology. A survey was conducted for empirical analysis, and 150 AR and 150 smart factory subjects were analyzed. The empirical study results are as follows. The relationship between performance expectancy and intention to use, technology readiness and intention to use was found to have a significant positive (+) effect on both AR and smart factory. On the other hand, it was found that effort expectancy, social influence, and trust had a positive (+) effect on intention to use only in AR. Only in smart factory, facilitating conditions had a significant positive (+) effect on intention to use. It was also found that the perceived risk had a significant negative (-) effect on the intention to use only in the smart factory. The results of this study are academically significant in that we empirically test that influencing factors of technology use varies depending on the context in which it is used by consumers. In practice, it provided an implication of what to focus on first is being implemented.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.5
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• pp.1-16
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• 2023

Due to imbalances in supply and demand within the labor market, start-ups have emerged as crucial players in the generation of high-quality employment opportunities, particularly in stagnant job markets. In response to this trend, governments are allocating substantial financial and human resources to initiatives that support start-up development. This has led to an increasing rate of engagement in start-up ventures across diverse age groups, not limited to younger individuals. Start-ups are enterprises focused on the commercialization of innovative ideas with the aim of achieving profitability in the marketplace. Research concerning the successful market integration of new products and the attainment of sustainable growth is pivotal. Such research is instrumental not only for the success of start-ups but also for realizing the broader social functions and contributions that these enterprises can offer. Previous research has often examined new product market-entry strategies, often referred to as new product marketing, particularly for large companies and SMEs. However, there is a gap in studies focusing on prototype marketing strategies specific to start-ups. Thus, this study aims to examine the impact of Pre-announcing marketing strategies on the market attention garnered by start-ups with low recognition and limited infrastructure, and how such attention contributes to their sustainable growth. Specifically, the study aims to uncover the causal relationship between information attributes like relevance, vividness, and novelty in building customer relationships, and their impact on purchase intentions influenced by performance expectations and hedonic motivations. In terms of Pre-announcing information attributes, relevance, vividness, and novelty positively influence performance expectations and hedonic motivations as outlined in the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). These factors, in turn, positively impact the purchase intention for pre-announced new products from start-ups. These findings are expected to provide both theory and practical insights into the factors influencing market entry through the use of Pre-announcing marketing strategies for start-up new products.