• Title/Summary/Keyword: Information Diffusion Model

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A Study on the Effect of the Use of Mobile Office Systems on Work-Life Balance

  • Cho, Namjae;Lee, Hyungju
    • Journal of Information Technology Applications and Management
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    • v.20 no.1
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    • pp.43-51
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    • 2013
  • Human being does work to live out and they have their private life because human has sociality. Both work and life are important to live out but they are on the trade-off relationship. Because keeping the balance between work and life is too hard, it has been interested by academic and practical areas. Definition of Work-life balance here is that balance or imbalance arising between work and life has no negative impact on their daily life. Above all, Work-life balance is important because it is strongly related to identity. Recently, the introduction of the mobile office system has emerged as a way to solve the problem of work-life balance. It is based on the teleworking which was formerly generated. Teleworking is to perform the work in the employee's home or office space set aside without going into the workplace. Concept of the mobile office system here is not only using portable devices during work for convenience but also the system which is designed for the performance. Thanks to the diffusion of smart devices(smart phone, tablet pc), mobile office system has been spread. Although the importance of mobile office systems is emerging, there are few researches about it. Even they mostly focus on the standpoint of performance of mobile office system. However, Quality of life is as important as the performance. As a part of Quality of Life field, Work-life balance is the closest to employee's quality of life. So this study aims to examine the effect of the use of mobile office systems on work-life balance. To do so, we try to find factors effecting Work-life balance from existing studies and then set a research model. We set the use of mobile office systems as independent variables which are divided by use of function, use by location and use by situation. There are four dependent variables - sense of self command, sense of balance, solving work problem, solving life problem. We collected data from employees who are using mobile office systems on their job. 215 people were participated in the survey and we used multiple regression analysis to verify our research model. Results show that every independent variable has no impact on solving work problem while they have slight impact on the other dependent variables. Especially use on the business trip has significant effect on dependent variables. It means that there is a possibility use of mobile office system could control the employee's quality of life and system should be evolved until it covers even critical tasks. Also, support for mobile office system -education, encouragement-should be provided. By mobile office system is maturing, future research would be done.

Impacts of Local Meteorology caused by Tidal Change in the West Sea on Ozone Distributions in the Seoul Metropolitan Area (서해 조석현상에 따른 국지기상 변화가 수도권 오존농도에 미치는 영향)

  • Kim, Sung Min;Kim, Yoo-Keun;An, Hye Yeon;Kang, Yoon-Hee;Jeong, Ju-Hee
    • Journal of Environmental Science International
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    • v.28 no.3
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    • pp.341-356
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    • 2019
  • In this study, the impacts of local meteorology caused by tidal changes in the West Sea on ozone distributions in the Seoul Metropolitan Area (SMA) were analyzed using a meteorological model (WRF) and an air quality (CMAQ) model. This study was carried out during the day (1200-1800 LST) between August 3 and 9, 2016. The total area of tidal flats along with the tidal changes was calculated to be approximately $912km^2$, based on data provided by the Environmental Geographic Information Service (EGIS) and the Ministry of Oceans and Fisheries (MOF). Modeling was carried out based on three experiments, and the land cover of the tidal flats for each experiment was designed using the coastal wetlands, water bodies (i.e., high tide), and the barren or sparsely vegetated areas (i.e., low tide). The land cover parameters of the coastal wetlands used in this study were improved in the herbaceous wetland of the WRF using updated albedo, roughness length, and soil heat capacity. The results showed that the land cover variation during high tide caused a decrease in temperature (maximum $4.5^{\circ}C$) and planetary boundary layer (PBL) height (maximum 1200 m), and an increase in humidity (maximum 25%) and wind speed (maximum $1.5ms^{-1}$). These meteorological changes increased the ozone concentration (about 5.0 ppb) in the coastal areas including the tidal flats. The increase in the ozone concentration during high tide may be caused by a weak diffusion to the upper layer due to a decrease in the PBL height. The changes in the meteorological variables and ozone concentration during low tide were lesser than those occurring during high tide. This study suggests that the meteorological variations caused by tidal changes have a meaningful effect on the ozone concentration in the SMA.

The Development of VR based Application for Realistic Disaster Prevention Training (현실감 있는 재난재해 예방 교육을 위한 VR 기반 앱 개발)

  • Kim, Taehoon;Youn, Junhee
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.19 no.12
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    • pp.287-293
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    • 2018
  • The Korean peninsula has been known as an area that is free of volcanic disasters. However, recent observations and research results of volcanoes in Far East Asia, including Baedu Mountain and Japanese volcanoes, show that the Korean peninsula is no longer a safe area from volcanic disasters. Since 2012, the Korean government has been developing an IT-based construction technology, VDRS (Volcanic Disaster Response System), for effective volcanic disaster response system. The main users of VDRS are public officers in central or local governments. However, most of them have little experience and knowledge about volcanic disasters. Therefore, it is essential to develop education contents and implement training on volcanic disaster response for effective response in a real disaster situation. In this paper, we deal with the development of a mobile application based on virtual reality (VR) for realistic volcanic disaster response training. The objectives of training are the delivery of knowledge and experience for volcanic disasters. First, VR contents were generated based on spatial information. A 3D model was constructed based on a Digital Elevation Model (DEM), and visualization models for meterological effects and various volcanic disaster diffusion effects were implemented for the VR contents. Second, the mobile application for the volcanic disaster response training was implemented. A 12-step story board is proposed for volcanic disaster experience. The application was developed with the Unity3D engine based on the proposed story board to deliver knowledge of various volcanic disasters (volcanic ash, pyroclastic flows, volcanic mudflow etc.). The results of this paper will be used for volcanic disaster response and prevention training and for more realistic training linked with augmented reality technology in the future.

Combustion Characteristics of Land Fill Gas according to the Diameter of the Flame outlet of the Pre-chamber Spark Plug (예연소실 점화 플러그의 화염 분출구 직경에 따른 매립지가스의 연소 특성)

  • Kim, Kwonse;Jeon, Yeong-Cheol;Choi, Doo-Seuk
    • Journal of Convergence for Information Technology
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    • v.11 no.7
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    • pp.111-117
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    • 2021
  • This research work is to suggest the experimental results capable of solving an initial unsuitability of combustion and environment in a constant volume combustion chamber by using LFG(Land Fill Gas) which consists of 40% CO2 and 60% CH4. The experimental condition is set as 0.9~1.6 of air-fuel ratio, 3bar of combustion pressure, 25℃ of room temperature, methane for using gas, and 2.5~4.5 of Pre-chamber hole sizes. As a result, it can be seen that diffusion of initial flame is significantly increased by M3.0 model comparing with other one. The reason for the characteristics is that orifice effect is extremely improved by 0.9, 1.0, and 1.2 of air-fuel ratio comparing with other one. Consequently, this experiment is shown that M3.0 model is partially capable of improving combustion performance than a conventional ignition plug in case of applying to LFG with Pre-chamber design.

Landscape Object Classification and Attribute Information System for Standardizing Landscape BIM Library (조경 BIM 라이브러리 표준화를 위한 조경객체 및 속성정보 분류체계)

  • Kim, Bok-Young
    • Journal of the Korean Institute of Landscape Architecture
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    • v.51 no.2
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    • pp.103-119
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    • 2023
  • Since the Korean government has decided to apply the policy of BIM (Building Information Modeling) to the entire construction industry, it has experienced a positive trend in adoption and utilization. BIM can reduce workloads by building model objects into libraries that conform to standards and enable consistent quality, data integrity, and compatibility. In the domestic architecture, civil engineering, and the overseas landscape architecture sectors, many BIM library standardization studies have been conducted, and guidelines have been established based on them. Currently, basic research and attempts to introduce BIM are being made in Korean landscape architecture field, but the diffusion has been delayed due to difficulties in application. This can be addressed by enhancing the efficiency of BIM work using standardized libraries. Therefore, this study aims to provide a starting point for discussions and present a classification system for objects and attribute information that can be referred to when creating landscape libraries in practice. The standardization of landscape BIM library was explored from two directions: object classification and attribute information items. First, the Korean construction information classification system, product inventory classification system, landscape design and construction standards, and BIM object classification of the NLA (Norwegian Association of Landscape Architects) were referred to classify landscape objects. As a result, the objects were divided into 12 subcategories, including 'trees', 'shrubs', 'ground cover and others', 'outdoor installation', 'outdoor lighting facility', 'stairs and ramp', 'outdoor wall', 'outdoor structure', 'pavement', 'curb', 'irrigation', and 'drainage' under five major categories: 'landscape plant', 'landscape facility', 'landscape structure', 'landscape pavement', and 'irrigation and drainage'. Next, the attribute information for the objects was extracted and structured. To do this, the common attribute information items of the KBIMS (Korean BIM Standard) were included, and the object attribute information items that vary according to the type of objects were included by referring to the PDT (Product Data Template) of the LI (UK Landscape Institute). As a result, the common attributes included information on 'identification', 'distribution', 'classification', and 'manufacture and supply' information, while the object attributes included information on 'naming', 'specifications', 'installation or construction', 'performance', 'sustainability', and 'operations and maintenance'. The significance of this study lies in establishing the foundation for the introduction of landscape BIM through the standardization of library objects, which will enhance the efficiency of modeling tasks and improve the data consistency of BIM models across various disciplines in the construction industry.

Process Optimization of the Contact Formation for High Efficiency Solar Cells Using Neural Networks and Genetic Algorithms (신경망과 유전알고리즘을 이용한 고효율 태양전지 접촉형성 공정 최적화)

  • Jung, Se-Won;Lee, Sung-Joon;Hong, Sang-Jeen;Han, Seung-Soo
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.10 no.11
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    • pp.2075-2082
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    • 2006
  • This paper presents modeling and optimization techniques for hish efficiency solar cell process on single-crystalline float zone (FZ) wafers. Among a sequence of multiple steps of fabrication, the followings are the most sensitive steps for the contact formation: 1) Emitter formation by diffusion; 2) Anti-reflection-coating (ARC) with silicon nitride using plasma-enhanced chemical vapor deposition (PECVD); 3) Screen-printing for front and back metalization; and 4) Contact formation by firing. In order to increase the performance of solar cells in terms of efficiency, the contact formation process is modeled and optimized using neural networks and genetic algorithms, respectively. This paper utilizes the design of experiments (DOE) in contact formation to reduce process time and fabrication costs. The experiments were designed by using central composite design which consists of 24 factorial design augmented by 8 axial points with three center points. After contact formation process, the efficiency of the fabricated solar cell is modeled using neural networks. Established efficiency model is then used for the analysis of the process characteristics and process optimization for more efficient solar cell fabrication.

An Empirical Study on the Determinants of Supply Chain Management Systems Success from Vendor's Perspective (참여자관점에서 공급사슬관리 시스템의 성공에 영향을 미치는 요인에 관한 실증연구)

  • Kang, Sung-Bae;Moon, Tae-Soo;Chung, Yoon
    • Asia pacific journal of information systems
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    • v.20 no.3
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    • pp.139-166
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    • 2010
  • The supply chain management (SCM) systems have emerged as strong managerial tools for manufacturing firms in enhancing competitive strength. Despite of large investments in the SCM systems, many companies are not fully realizing the promised benefits from the systems. A review of literature on adoption, implementation and success factor of IOS (inter-organization systems), EDI (electronic data interchange) systems, shows that this issue has been examined from multiple theoretic perspectives. And many researchers have attempted to identify the factors which influence the success of system implementation. However, the existing studies have two drawbacks in revealing the determinants of systems implementation success. First, previous researches raise questions as to the appropriateness of research subjects selected. Most SCM systems are operating in the form of private industrial networks, where the participants of the systems consist of two distinct groups: focus companies and vendors. The focus companies are the primary actors in developing and operating the systems, while vendors are passive participants which are connected to the system in order to supply raw materials and parts to the focus companies. Under the circumstance, there are three ways in selecting the research subjects; focus companies only, vendors only, or two parties grouped together. It is hard to find researches that use the focus companies exclusively as the subjects probably due to the insufficient sample size for statistic analysis. Most researches have been conducted using the data collected from both groups. We argue that the SCM success factors cannot be correctly indentified in this case. The focus companies and the vendors are in different positions in many areas regarding the system implementation: firm size, managerial resources, bargaining power, organizational maturity, and etc. There are no obvious reasons to believe that the success factors of the two groups are identical. Grouping the two groups also raises questions on measuring the system success. The benefits from utilizing the systems may not be commonly distributed to the two groups. One group's benefits might be realized at the expenses of the other group considering the situation where vendors participating in SCM systems are under continuous pressures from the focus companies with respect to prices, quality, and delivery time. Therefore, by combining the system outcomes of both groups we cannot measure the system benefits obtained by each group correctly. Second, the measures of system success adopted in the previous researches have shortcoming in measuring the SCM success. User satisfaction, system utilization, and user attitudes toward the systems are most commonly used success measures in the existing studies. These measures have been developed as proxy variables in the studies of decision support systems (DSS) where the contribution of the systems to the organization performance is very difficult to measure. Unlike the DSS, the SCM systems have more specific goals, such as cost saving, inventory reduction, quality improvement, rapid time, and higher customer service. We maintain that more specific measures can be developed instead of proxy variables in order to measure the system benefits correctly. The purpose of this study is to find the determinants of SCM systems success in the perspective of vendor companies. In developing the research model, we have focused on selecting the success factors appropriate for the vendors through reviewing past researches and on developing more accurate success measures. The variables can be classified into following: technological, organizational, and environmental factors on the basis of TOE (Technology-Organization-Environment) framework. The model consists of three independent variables (competition intensity, top management support, and information system maturity), one mediating variable (collaboration), one moderating variable (government support), and a dependent variable (system success). The systems success measures have been developed to reflect the operational benefits of the SCM systems; improvement in planning and analysis capabilities, faster throughput, cost reduction, task integration, and improved product and customer service. The model has been validated using the survey data collected from 122 vendors participating in the SCM systems in Korea. To test for mediation, one should estimate the hierarchical regression analysis on the collaboration. And moderating effect analysis should estimate the moderated multiple regression, examines the effect of the government support. The result shows that information system maturity and top management support are the most important determinants of SCM system success. Supply chain technologies that standardize data formats and enhance information sharing may be adopted by supply chain leader organization because of the influence of focal company in the private industrial networks in order to streamline transactions and improve inter-organization communication. Specially, the need to develop and sustain an information system maturity will provide the focus and purpose to successfully overcome information system obstacles and resistance to innovation diffusion within the supply chain network organization. The support of top management will help focus efforts toward the realization of inter-organizational benefits and lend credibility to functional managers responsible for its implementation. The active involvement, vision, and direction of high level executives provide the impetus needed to sustain the implementation of SCM. The quality of collaboration relationships also is positively related to outcome variable. Collaboration variable is found to have a mediation effect between on influencing factors and implementation success. Higher levels of inter-organizational collaboration behaviors such as shared planning and flexibility in coordinating activities were found to be strongly linked to the vendors trust in the supply chain network. Government support moderates the effect of the IS maturity, competitive intensity, top management support on collaboration and implementation success of SCM. In general, the vendor companies face substantially greater risks in SCM implementation than the larger companies do because of severe constraints on financial and human resources and limited education on SCM systems. Besides resources, Vendors generally lack computer experience and do not have sufficient internal SCM expertise. For these reasons, government supports may establish requirements for firms doing business with the government or provide incentives to adopt, implementation SCM or practices. Government support provides significant improvements in implementation success of SCM when IS maturity, competitive intensity, top management support and collaboration are low. The environmental characteristic of competition intensity has no direct effect on vendor perspective of SCM system success. But, vendors facing above average competition intensity will have a greater need for changing technology. This suggests that companies trying to implement SCM systems should set up compatible supply chain networks and a high-quality collaboration relationship for implementation and performance.

Debris flow characteristics and sabo dam function in urban steep slopes (도심지 급경사지에서 토석류 범람 특성 및 사방댐 기능)

  • Kim, Yeonjoong;Kim, Taewoo;Kim, Dongkyum;Yoon, Jongsung
    • Journal of Korea Water Resources Association
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    • v.53 no.8
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    • pp.627-636
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    • 2020
  • Debris flow disasters primarily occur in mountainous terrains far from cities. As such, they have been underestimated to cause relatively less damage compared with other natural disasters. However, owing to urbanization, several residential areas and major facilities have been built in mountainous regions, and the frequency of debris flow disasters is steadily increasing owing to the increase in rainfall with environmental and climate changes. Thus, the risk of debris flow is on the rise. However, only a few studies have explored the characteristics of flooding and reduction measures for debris flow in areas designated as steep slopes. In this regard, it is necessary to conduct research on securing independent disaster prevention technology, suitable for the environment in South Korea and reflective of the topographical characteristics thereof, and update and improve disaster prevention information. Accordingly, this study aimed to calculate the amount of debris flow, depending on disaster prevention performance targets for regions designated as steep slopes in South Korea, and develop an independent model to not only evaluate the impact of debris flow but also identify debris barriers that are optimal for mitigating damage. To validate the reliability of the two-dimensional debris flow model developed for the evaluation of debris barriers, the model's performance was compared with that of the hydraulic model. Furthermore, a 2-D debris model was constructed in consideration of the regional characteristics around the steep slopes to analyze the flow characteristics of the debris that directly reaches the damaged area. The flow characteristics of the debris delivered downstream were further analyzed, depending on the specifications (height) and installation locations of the debris barriers employed to reduce the damage. The experimental results showed that the reliability of the developed model is satisfactory; further, this study confirmed significant performance degradation of debris barriers in areas where the barriers were installed at a slope of 20° or more, which is the slope at which debris flows occur.

Attitude Confidence and User Resistance for Purchasing Wearable Devices on Virtual Reality: Based on Virtual Reality Headgears (가상현실 웨어러블 기기의 구매 촉진을 위한 태도 자신감과 사용자 저항 태도: 가상현실 헤드기어를 중심으로)

  • Sohn, Bong-Jin;Park, Da-Sul;Choi, Jaewon
    • Journal of Intelligence and Information Systems
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    • v.22 no.3
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    • pp.165-183
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    • 2016
  • Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

An Empirical Study on Perceived Value and Continuous Intention to Use of Smart Phone, and the Moderating Effect of Personal Innovativeness (스마트폰의 지각된 가치와 지속적 사용의도, 그리고 개인 혁신성의 조절효과)

  • Han, Joonhyoung;Kang, Sungbae;Moon, Taesoo
    • Asia pacific journal of information systems
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    • v.23 no.4
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    • pp.53-84
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    • 2013
  • With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.