• Journal of the Korea Convergence Society
• /
• v.8 no.7
• /
• pp.141-149
• /
• 2017

This study is to determine the relationship between gaming behaviors by mobile game users and intention of continuous use of games. A behavior is a reaction against some subject or event, and in general, it brings consistent action and predictable reaction. For this study, the survey has been performed to adult mobile game users over 20 years old in Korea and China, and the collected data have been used in the hierarchical multiple regression analysis using SPSS 20.0, the statistical package program. As a result of study, if gaming behaviors are not concerned, more male not from Korea (from China) showed higher intention of continuous use. Furthermore, as a result of evaluating the effect of gaming behaviors of mobile game users on intention of continuous use, cognitive behaviors and behavioral attitudes also showed significant positive correlation.

• Journal of the Korea Society of Computer and Information
• /
• v.18 no.3
• /
• pp.127-139
• /
• 2013

Social commerce has not been studied in depth as it is a more common recent phenomenon. Especially, social commerce has not been examined academically in terms of information quality despite its importance. The purpose of this paper is to investigate the effects of information quality on customer satisfaction and continuous intention to buy in social commerce market. This study addresses two research questions as following. First, this study aims to examine the effects of information quality on customer satisfaction and then investigate the relationship between customer satisfaction and continuous intention to use in social commerce market. According to the result of analysis, all aspects of information quality except price information quality were found to be significantly related to the customer satisfaction. Finally, customer satisfaction was shown to be significantly related to the continuous intention to use. This study has academic and practical significance in that it analyses the customer satisfaction in terns of information quality and then provides strategic guide for enhancing customer satisfaction in rapidly developing social commerce market.

• The Journal of Information Systems
• /
• v.21 no.2
• /
• pp.135-160
• /
• 2012

In this paper, we identified the factors influencing on the continuous use intention of social commerce and analyzed the proposed model empirically using structural equation model, which was developed by considering hedonic and utilitarian shopping value, trust, satisfaction, familiarity, social influence, and perceived price. We collected data for this study by surveying the consumers who had an experience of purchasing through social commerce. An analysis of 212 respondents indicated that utilitarian and hedonic shopping value influenced on satisfaction as both of shopping value are significant statistically. Social commerce gives more attraction their consumers by reducing the price to half, whereas they are expected to present playfulness of shopping. Familiarity, social influence, and perceived price are influential factors in a purchase of social commerce sites. We discuss the implications of our findings for both theory and practice.

• Journal of Digital Contents Society
• /
• v.19 no.6
• /
• pp.1081-1090
• /
• 2018

The study has been derived through the empirical analysis so as to find the Continuous Usage of Electronic Official Document 24 System. Total of 236 questionnaires were analysis to users who used or experienced the Electronic Official Document 24 System. As a result of the analysis First Accuracy, Convenience, and Security have a positive(+) effect on Ease of Use. However, Compatibility and Innovation were not effect on Ease of Use Second, Accuracy, Convenience, Security, and Innovation have a positive(+) effect on Perceived Usefulness. However, Compatibility was not effect on Perceived Usefulness. Third, Behavioral Costs have a positive(+) effect Continuous Intention and perceived ease of use positively affects perceived usefulness and Continuous Intention. Finally, perceived usefulness also has a positive effect on the Continuous Intention.

• Proceedings of the Korean Society of Computer Information Conference
• /
• 2022.07a
• /
• pp.713-715
• /
• 2022

Video learning through YouTube has emerged as one of the most widely used instructional methods, yet relatively little research has been conducted on YouTube video users' willingness to use or behavior, so it is important to examine how to make and keep users' willingness to continue learning and to improve their retention rate for effective online learning. With reference to perceived value theory and utilizing an ECM perspective, the authors construct a model of YouTube video continuous learning intention and investigate the influence of perceived value and satisfaction on users' willingness to use YouTube videos for continuous learning.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.45 no.5
• /
• pp.907-921
• /
• 2021

This study aims to predict causal relationships between experience economy, perceived flow, and continuous use intention in the mixed reality (MR) environment. A virtual fitting mirror with two modes (i.e., avatar and self-image) was selected for this study. A total of 200 samples was obtained in two sample frames: virtual fitting users in avatar mode (group 1, n = 119) and self-image mode (group 2, n = 81). The results showed that the experience economy consists of entertainment, education, esthetic, and escapism. The entertainment and esthetic experiences had positive effects on perceived flow, leading to continuous use intentions. For avatar mode, the entertainment and esthetic experiences had positive effects on continuous use intentions through the mediating effect of flow; and the education experience had a positive effect on the continuous intentions to use the MR technology. For self-image mode, the flow mediated the effect of entertainment on continuous use intentions, whereas education and escapism directly affected the intention to use the MR technology. The paper also discusses the theoretical and managerial implications of using MR technologies in fashion retailing.

• Journal of Korean Society for Quality Management
• /
• v.50 no.1
• /
• pp.105-124
• /
• 2022

Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services. Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM. Results: The results of this study are as follows. Personalization and understandability in the information quality didn't significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use. Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users' expectations, OTT services need a strategy that can boost the users' positive perceptions or experiences by reinforcing these three factors.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.18 no.2
• /
• pp.49-59
• /
• 2022

This study aims to understand the effects of perceived usefulness, perceived ease, and expected matching on user satisfaction and continuous use intention for the learning management system (LMS). To this end, an online survey was conducted on K University students located in Chungcheongbuk-do, and 488 data were analyzed and utilized. First, it was found that the expected match of the learning management system had an effect on perceived usefulness and perceived ease. Second, it was found that perceived usefulness, perceived ease, and expected matching had an effect on user satisfaction. Perceived usefulness, user satisfaction and perceived ease of use were found to have an effect on the intention to continue using. It can be seen that the improvement of the quality of the university education system has an effect on the improvement of learners' learning effects and satisfaction. Accordingly, it is necessary to seek various ways to continuously manage the quality of the learning management system.

• Journal of Information Technology Services
• /
• v.17 no.1
• /
• pp.121-134
• /
• 2018

Massive Open Online Course (MOOC) is online education that anyone can register for free and has internet access. MOOC is also called Education Revolution and is spreading rapidly all over the world. Although recent MOOC high-quality classes may enhance the value of MOOC, MOOC learning still needs much research. Since MOOC has low learning completion rate and continuous use rate, various studies on the reasons that learners give up at the beginning of learning have not been tried yet This research is studied for the continuous intention of use of MOOC applying self-determination theory and learning flow theory based on technology acceptance model. In particular, the research are conducted for cultural difference in continuous usage of MOOC between Korean and Chinese. The research results show that self-determination theory applying perceived autonomy, perceived competence, and perceived relatedness and learning flow is useful to explain continuous use of MOOC. The research also shows that Hofstede theory works well in explaining the cultural difference between Korea and China in continuous usage of MOOC. The result shows that korean is more influenced by perceived external motivation like perceived usefulness and chinese is more influenced by internal motivation like learning flow in continuous use of MOOC.

• The Journal of the Korea Contents Association
• /
• v.16 no.11
• /
• pp.53-62
• /
• 2016

This study aims to examine the difference in self-disclosure, Facebook use intensity, privacy concern, and trust between Facebook users with high and low levels of the privacy protection skills and then to investigate the effects of the variables on continuous use intention of Facebook. Results revealed that Facebook users with high level of privacy protection skill than those with low level of the skill show lower level of privacy concern, but higher level of Facebook use intensity and trust. In addition, privacy protection skill presented the significant moderating effects on the relationships between self-disclosure, trust, and continuous use intention of Facebook.