• 한국산업정보학회논문지
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• 제23권1호
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• pp.97-108
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• 2018

본 연구는 UTAUT 모형을 활용하여 인터넷 전문은행의 사용 의도에 영향을 미치는 요인을 분석하는 것이다. 이를 위해 성과기대, 노력 기대, 사회적 영향, 채널 신뢰, 전문은행 신뢰를 독립 변수로 하고, 사용 의도를 종속 변수로 설정하여 연구 모델을 제시하였다. 인터넷 전문은행 미경험자인 145명의 대학생을 대상으로 실증 분석한 결과, 성과 기대, 사회적 영향, 채널 신뢰는 사용 의도에 유의적인 영향을 미치는 것으로 나타났으며 성과 기대가 가장 큰 영향을 미치는 것으로 나타났으며, 노력 기대와 전문은행 신뢰는 영향이 없는 것으로 나타났다.

• The Journal of Asian Finance, Economics and Business
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• 제7권3호
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• pp.303-310
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• 2020

The study aims to evaluate the factors affecting the intention to use digital banking in Vietnam. Multivariate data analysis techniques (Cronbach's Alpha test, Confirmatory Factor Analysis, Structure equation model) are used for the survey data collected from 201 customers who have access to digital banking. The analysis results show that: (1) attitude towards the service, perceived usefulness has a positive impacts on the intention to use; (2) convenience does not affect the intention to use digital banking services; (3) perceived usefulness factor has a positive effect on the attitude towards the service; (4) The perceived risk has a negative impact on attitude towards the service; (5) trust has no effect on the attitude towards the service; (6) ease of use has a positive impact on perceived usefulness; (7) trust has a positive effect on perceived risk. From the results of this study, perceived usefulness has a positive effect on attitude and intention to use the service. Therefore, it is necessary to enhance the sense of the usefulness of customers through media advertising and consulting so that customers fully understand the benefits brought about by using digital banking services. Perceived risk has a negative impact on attitude towards the service.

• 한국콘텐츠학회논문지
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• 제18권4호
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• pp.516-529
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• 2018

본 연구는 종합병원을 내원한 외래환자가 지각한 의료 서비스의 질이 병원 이미지, 만족도 및 재이용 의도에 미치는 영향을 파악하였다. 대전에 소재한 S종합병원 외래 환자에게 2017년 9월 1일부터 20일까지 3주간 설문조사를 시행하여 총 176부를 분석 결과, 첫째, 의료 서비스의 질은 재이용 의도, 만족도, 병원 이미지에 유의한 영향을 미치는 것으로 나타났다. 둘째, 의료 서비스의 질과 재이용 의도에 대한 만족도의 매개작용은 유의하지 않은 것으로, 병원 이미지는 유의한 매개 영향력을 미치는 것으로 나타났다. 셋째, 병원에 대한 만족도와 이미지는 재이용 의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 종합병원을 내원한 실제 외래환자를 대상으로 의료 서비스의 질이 병원 이미지와 만족도 그리고 재이용 의도에 미치는 영향력을 실증하였다는 데 의의가 있다, 기관에 대한 만족보다 병원 이미지가 의료의 질과 재이용 의도의 관계에서 실질적으로 매개 작용을 한다는 것을 실증함으로써 병원의 마케팅 활동에 있어 일반적인 만족이상이 필요하다는 시사점을 제시하였다.

• The Journal of Asian Finance, Economics and Business
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• 제8권10호
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• pp.385-393
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• 2021

In an effort to find ways to increase the effectiveness of online education, literature and empirical study based on the Technology Acceptance Model (TAM) have addressed a variety of questions, including perceived ease of use (PEU) and perceived usefulness (PU). After TAM, extensive studies have focused on the impact of extrinsic factors on PEU and PU, including Self-efficacy and Perceived Risk. This study aims to analyze the direct, indirect, and moderating effects of Self-efficacy and Perceived Risk on Online Learning Intention (OLI). Data was collected through a survey method from 472 students studying at universities in Vietnam. The collected data was analyzed using the PLS-SEM technique to test the hypotheses. The findings reveal that Technology Self-Efficacy influences the intention to take online courses both directly and indirectly through Perceived Ease of Use and Perceived Usefulness. Besides, Perceived Risk COVID-19 also has a positive effect on online learning intention, and plays a role as a moderating variable on the impact of PU on OLI. These findings suggest that students will have a stronger intention to study online when they are confident in their ability to use technology. When they believe in their ability to use technology, their online learning intention will also increase.

• 디지털산업정보학회논문지
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• 제19권2호
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• pp.177-186
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• 2023

This study investigates customers' perceptions of untack services in the hospitality and foodservice industries based on the Technology Acceptance Model (TAM). The study first identifies Perceived Ease of Use, Perceived Usefulness, and Image as antecedents of customers' Behavioral Intention and Recommendation Intention. Second, the structural relationships among them are established and tested. The study adopts a self-administered survey method, uses SmartPLS 4.0, and applies a two-stage approach. After testing the reliability and validity of customers' 429 data on hospitality and foodservice, hypotheses were tested. The results showed that Perceived Ease of Use significantly affects Perceived Usefulness and Image. Perceived Usefulness significantly also affects Image and Behavioral Intention. The Image of untact services also significantly affects Behavioral Intention and Recommendation Intention. And Behavioral Intention significantly affects Recommendation Intention. Finally, the mediation effects are also all significant. The study's findings suggest that researchers and practitioners should consider the management of Image and Recommendation Intention in the untact service environment.

• 한국정보시스템학회:학술대회논문집
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• 한국정보시스템학회 2005년도 추계학술대회 발표 논문집
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• pp.409-418
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• 2005

This paper proposes perceived ease of use and perceived usefulness mediate this relationship. The results can be summarized as follows. First, the greater the property management system's information quality, the greater the perceived ease of use. Second, the greater the perceived ease of use, tile greater the perceived usefulness. Third, the greater the perceived ease of use, the greater the using intention of system. Forth, the greater the perceived usefulness, the greater the using intention of system. Finally, the greater the using intention of system, the greater the usage of system.

• 한국컴퓨터정보학회논문지
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• 제22권9호
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• pp.155-161
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• 2017

As the e-marketplace becomes the core of management activities, researches on motivation, transaction type, strategy, satisfaction, risk management, performance evaluation, etc. have been actively studied, but the factors influencing actual utilization have not been fully. Especially, the factors that affect the intention of the users are limited without consideration of internal environment, external environment, e-marketplace characteristics such as operating rules, characteristics of the company to be used. In order to derive the determinants of B2B e-marketplace use, this study was conducted to examine the relationship between internal environment, external environment, e-marketplace characteristics as independent variables, intention of use as dependent variable, participation qualification, The results were as follows. First, the previous study limited the determinants of intention to use to either internal or external, but this study presented an integrated model that considers both factors. Second, the characteristics of companies participating in e-marketplace were identified by using participation qualification and activity scope as control variables.

• 문화기술의 융합
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• 제5권2호
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• pp.31-37
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• 2019

본 연구는 모바일 외식플랫폼서비스 특성에 대한 하위차원을 파악하고 사용용이성, 유용성 및 재사용의도에 어떠한 영향을 주는지 검증하고자 하였다. 자료 수집은 2019년 2월 11일부터 2019년 2월 28일까지이며, 연구자가 외식업체를 방문하여 직접 면담을 통하여 설문내용을 제시하였다. 분석결과를 요약하면 다음과 같다. 첫째, 모바일 외식플랫폼서비스의 편재접속성, 상호작용성은 사용용이성에 유의적인 영향을 미치는 것으로 나타났으나, 상황인식성은 유의적인 영향을 미치지 못하는 것으로 나타났다. 둘째, 편재접속성, 상황인식성, 상호작용성은 유용성에 유의적인 영향을 미치는 것으로 나타났으며, 사용용이성은 유용성에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 편재접속성은 재사용의도에 유의적인 영향을 미치는 것으로 나타났으며, 상황인식성, 상호작용성은 재사용의도에 유의적인 영향을 미치는 것으로 나타났다. 넷째, 사용용이성은 재사용의도에 유의적인 영향을 미치지 못하는 것으로 나타났으나, 유용성은 재사용의도에 유의적인 영향을 미치는 것으로 나타났다.

• 디지털산업정보학회논문지
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• 제12권2호
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• pp.51-59
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• 2016

SNS has been emerging as an educational tool, because of its features such as discussion on course topics, feedback from peers and group collaboration. The purpose of this study is to investigate the affecting factors of learner's attitude and intention to use of SNS in college education. Based on prior studies self-efficacy, educational expectancy, subjective norm, habit and enjoyment were identified as affecting factors. According to the results of multiple regression analysis, all factors(self-efficacy, educational expectancy, subjective norm, habit and enjoyment) were found to be significantly related to the learner's attitude and intention to use. Result shows that educational expectancy and enjoyment are much more significantly related to the learner's attitude and intention to use of SNS in college education. It can provide a guideline of effective strategy for SNS utilization in college education.

• 한국정보시스템학회지:정보시스템연구
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• 제17권2호
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• pp.113-135
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• 2008

This study introduces the construct of social influence and combines the construct with the flow theory and TAM framework Subjective norm, image, and visibility identified as the dimensions of social influence are hypothesized to influence flow and perceived usefulness, and then the intention to use of online community. Data were collected through a survey of respondents who have the experience of using an online community, and analyzed by using structure equations modelling. The major findings of this study are as follows: First, subjective norm was found to have a positive influence on flow and intention to use. Second, image was found to have a positive effect chi flow and perceived usefulness. Third, visibility was found to have a positive influence on perceived usefulness. Finally, flow and perceived usefulness were also found to have a positive effect on the intention to use. Implications of these findings are discussed for researchers and practitioners.