• 한국IT서비스학회지
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• 제13권3호
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• pp.51-76
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• 2014

As the smart phone devices gain popularity, companies no longer consider mobile application marketing as an auxiliary marketing tactic. The branded mobile application (branded app) becomes an important part of marketing strategies. This study is an attempt to investigate antecedents of the use intention of the branded app from the perspective of TAM (Technology Acceptance Model). This study takes a macro perspective in explaining the adoption process by incorporating a set of new, yet promising additional variables into the TAM model such as flow experience, benefits, innovation inclination, and customization features. Data were collected by using a survey research. A total of 270 responses were collected. Questionnaires from 25 individuals were removed from the data set due to the insincere responses, leaving the final sample size of 245. Findings support all but one hypotheses of the study. Both perceived utilitarian benefits and customization features of the branded app were found to have positive influences on the perceived usefulness of the branded app. Also, the innovation inclination and perceived entertainment of branded app users showed positive influences on the perceived ease of use of branded app. In addition, it was shown that the perceived usefulness about the use of the branded app influenced positively the flow experience and the users' attitudes toward branded app. Also, the ease of use perceived by branded app users had positive influences on the perceived usefulness and the user's attitude toward branded app. However, the ease of use of branded app did not have a significant influence on the flow experience among users. Moreover, the flow experience from the use of branded app users influenced positively the user's attitude toward branded app. Finally, the users' attitudes toward branded app had positive influences on their intention to use the branded app. Implications for practitioners and academicians are provided.

• 아태비즈니스연구
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• 제12권1호
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• pp.41-56
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• 2021

Purpose - This empirical study examined the influence of post-communist countries sociol-political factor of freedom of expression preconditioning, and trust in agency, mediating performance expectancy of social media users representing the citizens' behavioural intention to utilize social media in a post-communist country, the case of Mongolia. Design/methodology/approach - This research collected 403 valid survey data from citizens those who use social media in Mongolia. The study used Partial Least Squire (PLS) analysis with the research conceptual model founded on the UTAUT model. Findings - The study shown that citizens in post-communist, they strongly willing freedom of expression, which driving as a positive precondition factor, and this has an indirect positive influence, and trust in agency mediates to enhance performance expectancy. Social influence, and effort expectancy factors have direct positive influence on the intention to use of social media systems in the public sector domain of Mongolia. Research implications or Originality - This research proposed a new model to test citizens' intention to use social media as a communication tool to engage with public organizations in the pre-adoption stage of post-communist countries. Theoretically, this research builds up to the unique theoretical contribution with social media by examining a new social media-based third-party intercommunication medium, incorporating intent to utilize for citizens with government in post-communist countries. Practically, this article lays out the directions to aid social media usage for government sector with concerning citizens intentions in the post-communist situation.

• 한국콘텐츠학회논문지
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• 제20권10호
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• pp.284-293
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• 2020

AI 기술의 급격한 진보는 우리 사회의 다양한 문제점을 개선해주는 기대를 주는 동시에, 인간이 제어할 수 없을 만큼 발전했을 경우 일어날 수 있는 다양한 부작용에 대한 불안을 안겨준다. 본 연구는 첨단 기기에 대한 거부감이 적은 20대 초반 젊은 층을 대상으로 강한 AI 기술이 적용된 제품의 수용의도를 알아보는 과정을 통해 AI에 의해 도래할 미래 환경에 대한 이들의 생각과 태도를 이해하는 단서를 제시하고자 하였다. 이를 위해 계획적 행동이론을 적용하였고, 나아가 이 연구모델을 확장시켜 AI에 대한 태도에 영향을 미치는 요인들을 확인해보고자 하였다. 연구 결과, AI 제품 사용의도에 AI에 대한 태도 및 지각된 행동통제가 유의한 영향을 미쳤고, AI에 대한 태도에는 업무 성과 향상의 혜택에 대한 기대와 관계 교란의 위협에 대한 불안의 영향을 확인하였다. 본 연구는 AI관련 기업 관점에서는 기술개발의 방향을 세우고, 국가적 관점에서는 AI의 정책적 수용 방향성을 세우는 데 시사점을 제시하며 연구적 공헌점을 가진다.

• Asia pacific journal of information systems
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• 제30권3호
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• pp.614-635
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• 2020

This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

• 디지털융복합연구
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• 제19권6호
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• pp.239-250
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• 2021

기업이 신기술의 도입을 검토할 때 기술의 이점을 충분히 활용하기 위해서는 해당 기술과 관련한 기술적 특성에 대한 정확한 파악과 선별적인 적용이 중요하다. 본 연구에서는 기업이 블록체인 기술 신규 적용의 효율성을 높이기 위해 상대 중요도가 높은 기술적 특성을 분석하였다. 선행연구를 통해 확인되는 블록체인의 기술적 특성을 시스템 계층구조 관점에서 재분류하고, 기술적 특성의 하위 세부요인을 도출하였다. 그리고 기업 내 전문가와 SI 전문가를 대상으로 실시한 기술적 특성의 상대적 중요도에 대해 설문조사를 AHP(Analytical Hierarchy Process) 기법을 활용해 분석하였다. 분석결과 응답자들은 보안성과 관련한 해킹의 위협에서 데이터 보호를 가장 중요한 요인으로 평가하였다. 그리고 기업 내 전문가와 SI 전문가 간에 기술적 특성에 대한 중요도 및 업종별 전문가 그룹 간의 기술적 특성의 중요도 우선순위 비교결과도 서로 다르게 나타났다. 다가올 4차 산업혁명의 변화에 맞추어 본 연구의 결과는 기업에서 블록체인 기술적용 시에 유용하게 활용될 수 있을 것으로 기대된다. 향후 업종별 블록체인 기술 수용에 필요한 내·외부 요인과 기술도입을 통한 효과에 대한 실증분석도 의미 있는 연구가 될 수 있을 것이다.

• Asia pacific journal of information systems
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• 제21권3호
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• pp.71-96
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• 2011

Within the traditional medical delivery system, patients residing in medically vulnerable areas, those with body movement difficulties, and nursing facility residents have had limited access to good healthcare services. However, Information and Communication Technology (ICT) provides us with a convenient and useful means of overcoming distance and time constraints. ICT is integrated with biomedical science and technology in a way that offers a new high-quality medical service. As a result, rapid technological advancement is expected to play a pivotal role bringing about innovation in a wide range of medical service areas, such as medical management, testing, diagnosis, and treatment; offering new and improved healthcare services; and effecting dramatic changes in current medical services. The increase in aging population and chronic diseases has caused an increase in medical expenses. In response to the increasing demand for efficient healthcare services, a telehealth service based on ICT is being emphasized on a global level. Telehealth services have been implemented especially in pilot projects and system development and technological research. With the service about to be implemented in earnest, it is necessary to study its overall acceptance by consumers, which is expected to contribute to the development and activation of a variety of services. In this sense, the study aims at positively examining the structural relationship among the acceptance factors for telehealth services based on the Technology Acceptance Model (TAM). Data were collected by showing audiovisual material on telehealth services to online panels and requesting them to respond to a structured questionnaire sheet, which is known as the information acceleration method. Among the 1,165 adult respondents, 608 valid samples were finally chosen, while the remaining were excluded because of incomplete answers or allotted time overrun. In order to test the reliability and validity of the assessment scale items, we carried out reliability and factor analyses, and in order to explore the causal relation among potential variables, we conducted a structural equation modeling analysis using AMOS 7.0 and SPSS 17.0. The research outcomes are as follows. First, service quality, innovativeness of medical technology, and social influence were shown to affect perceived ease of use and perceived usefulness of the telehealth service, which was statistically significant, and the two factors had a positive impact on willingness to accept the telehealth service. In addition, social influence had a direct, significant effect on intention to use, which is paralleled by the TAM used in previous research on technology acceptance. This shows that the research model proposed in the study effectively explains the acceptance of the telehealth service. Second, the research model reveals that information privacy concerns had a insignificant impact on perceived ease of use of the telehealth service. From this, it can be gathered that the concerns over information protection and security are reduced further due to advancements in information technology compared to the initial period in the information technology industry, and thus the improvement in quality of medical services appeared to ensure that information privacy concerns did not act as a prohibiting factor in the acceptance of the telehealth service. Thus, if other factors have an enormous impact on ease of use and usefulness, concerns over these results in the initial period of technology acceptance may become irrelevant. However, it is clear that users' information privacy concerns, as other studies have revealed, is a major factor affecting technology acceptance. Thus, caution must be exercised while interpreting the result, and further study is required on the issue. Numerous information technologies with outstanding performance and innovativeness often attract few consumers. A revised bill for those urgently in need of telehealth services is about to be approved in the national assembly. As telemedicine is implemented between doctors and patients, a wide range of systems that will improve the quality of healthcare services will be designed. In this sense, the study on the consumer acceptance of telehealth services is meaningful and offers strong academic evidence. Based on the implications, it can be expected to contribute to the activation of telehealth services. Further study is needed to assess the acceptance factors for telehealth services, such as motivation to remain healthy, health care involvement, knowledge on health, and control of health-related behavior, in order to develop unique services according to the categorization of customers based on health factors. In addition, further study may focus on various theoretical cognitive behavior models other than the TAM, such as the health belief model.

• 산업경영시스템학회지
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• 제39권4호
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• pp.125-136
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• 2016

The external R&D, which includes the adoption of the external technology and knowledge in addition to the internal R&D, is one of important factors for the innovation. Especially for small and medium-sized enterprises (SMEs), the external R&D has been considered as a key factor to carry out the innovation more efficiently due to the limitations of their resources and capacities. However, most of extant studies related to external R&D have focused on analyzing the influence of external R&D on innovation outputs or outcomes. Only a few studies have explored the impact of external R&D on the innovation efficiency. This study therefore investigates whether the external R&D effects the industry's innovation efficiency and productivity. On this study, we used Korean manufacturing industry data of SMEs from 2012 to 2014 and employed a global Malmquist productivity analysis technique, which is based on the Data Envelopment Analysis (DEA), to assess the innovation efficiency and productivity. Innovation performances of external R&D group and internal R&D group are compared. Then, the sectoral patterns of both innovation efficiency and productivity are analyzed with respect to the technological intensity, which is introduced by OECD. The results show that the gap of innovation efficiency between external and internal R&D groups has gradually decreased because of the continuous improvement of the external R&D group's performance, while the external R&D group lag behind the internal R&D group. In addition, patterns of the innovation efficiency and productivity change were different depending on the technological intensity, which means that the higher the technological intensity, the greater the effect of external R&D.

• 산업경영시스템학회지
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• 제39권3호
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• pp.192-203
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• 2016

Uganda is a country blessed with the biggest number of mountain Gorillas in the whole world. These animals contribute at least 12% in revenue generation to the Tourism sector through tracking by both local and foreign tourists who pay for the tracking permits. However, Gorilla tracking is also a big challenge even in the presence of highly skilled and well-trained game rangers. Development and implementation of a secure Computer and Mobile based Gorilla Tracking (GT) system that uses GIS and GPS technologies would be the most ideal technology to use. Therefore, this study aimed to find out the critical factors that would affect the Behavioral Intention of the would-be users to successfully decide to use such GIS/GPS-GT system. We used the existing UTAUT model to integrate six factors such as Performance Expectancy, Effort Expectancy, Employee Peer Influence, Facilitating Conditions, Behavioral Intention and System Use. However, Infrastructure Availability and Non-Technical Facilitating Conditions were added to reflect Ugandan ICT context. This amended UTAUT model was used to carry out the survey. The questionnaire was emailed to 220 government employees in the fields of ICT, Tour and Travel, Environmental Groups officials and Farmers who garden near the game reserves. A total of 133 were obtained fully completed, whereas 127 were deemed usable thus yielding a response rate of 58%. The analysis results show that except for non-technical facilitating conditions, effort expectancy, peer influence, performance expectancy and infrastructure availability positively affects behavioral Intention to use GIS/GPS-GT. This indicates that people in Uganda don't bother about regulations and rules in regard to using information system. As long as the system does what they want it to, anything else does not matter. As an employee in an organization is told to use a system by their supervisor, they have no objection to otherwise they risk losing their job. This implies that, supervisors have a great responsibility in the process of developing, implementing and using the system in Uganda.

• 디지털융복합연구
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• 제18권2호
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• pp.23-35
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• 2020

모바일 화폐는 금융 서비스 제공에 혁명을 일으켜 신흥국, 특히 동 아프리카 국가의 금융에 대한 접근성을 향상시킬 수 있는 금융 포용을 가능하게 하는 핵심 요소이다. 따라서 본 연구는 UTAUT2 모델을 이용하여 에티오피아에서 모바일 화폐 서비스를 채택하려는 개인의 행동 의도 및 실제 사용에 영향을 미치는 주요 결정 요인을 분석하는 것을 목표로 한다. 본 연구 모델과 가설은 에티오피아의 여러 지역에서 200명의 응답자를 추출하여 테스트했다. 데이터 분석 결과는 정부 지원, 성과 기대, 촉진 조건, 모바일 화폐 서비스에 대한 신뢰 및 노력 기대가 에티오피아의 모바일 화폐 서비스 사용에 영향을 미치는 주요 요인으로 도출된 반면, 사회적 영향과 낮은 거래 비용 요소는 통계적으로 유의하지 않은 것으로 나타났다. 본 연구 결과는 모바일 화폐 서비스의 낮은 수수료 책정보다는 적절한 정책과 규정을 통한 모바일 화폐 서비스 활성화를 위한 에티오피아 정부의 적극적 노력과 지원만이 자국의 모바일 화폐 서비스 채택 및 보급을 촉진할 수 있다는 유용한 정보를 제공한다.

• Journal of Preventive Medicine and Public Health
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• 제42권2호
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• pp.143-150
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• 2009

Objectives : South Korea has experienced unprecedented ups and downs in the sex ratio at birth(SRB), which has been a unique phenomenon in the last two decades. However, little is known about socioeconomic factors that influence the SRB. Employing the diffusion theory by Rogers, this study was undertaken to examine the trends in social variations in the SRB from 1981 to 2004 in Korea. Methods : The data was taken from Vital Birth Statistics for the period from 1981-2004. We computed the annual male proportion of live births according to the parental education(university, middle/high school, primary) and occupation(non-manual, manual, others). Logistic regression analysis was employed to estimate the odds ratios of male birth according to social position for the equidistant three time periods(1981-1984, 1991-1994, and 2001-2004). Results : An increased SRB was detected among parents with higher social position before the mid 1980s. Since then, however, a greater SRB was found for the less educated and manual jobholders. The inverse social gradient for the SRB was most prominent in early 1990s, but the gap has narrowed since the late 1990s. The mother's socioeconomic position could be a sensitive indicator of the social variations in the sex ratio at birth. Conclusions : Changes in the relationship of parental social position with the SRB were detected during the 1980-2004 in Korea. This Korean experience may well be explained by diffusion theory, suggesting there have been socioeconomic differences in the adoption and spread of sex-detection technology.