• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.1129-1136
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• 2020

This study investigates the factors influencing the usage of PSAU Mobile Application by the students at Prince Sattam bin Abdulaziz University (PSAU). This study used Technology Acceptance Model (TAM) as a framework to predict the factors influencing 67 students' usage of PSAU M-Application. The results of this study were consistent with the TAM framework in predicting the actual usage of the PSAU mobile application for academic activities. The results indicated a significantly positive association of the perceived ease-to-use with perceived usefulness, significantly positive associations of the perceived ease-to-use and the perceived usefulness with the attitude toward the usage of the PSAU's mobile application, a significantly positive association of the perceived usefulness with the behavioral intention toward the usage of the PSAU's mobile application, a significantly positive association of the students' attitude toward the usage of the PSAU's mobile application with the behavioral intention of using the application, and a significantly positive association of the behavioral intention with the actual usage of the PSAU's mobile application. The results of this study should be useful to educational policymakers at PSAU University and elsewhere, as there is an opportunity to enhance the existing technology or adopt new technologies for academic activities.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.1
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• pp.57-76
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• 2023

This study analyzes the factors and effects on the users' intention to switch from contact center-oriented to AI chatbot-oriented customer services by combining Push-Pull-Mooring Model and provides insights for companies considering the adoption of AI chatbots. To test the model, we surveyed users with experience using chatbots at least once across different age groups. Finally, we analyzed 176 cases for the analysis using IBM SPSS Statistics and SmartPLS 4.0. The results of hypotheses testing rejected the hypotheses for variables of inconsistent quality and low availability of push factors and low switching cost of mooring factor while accepting the hypotheses for the tardy response of push factors and all pull factors. Therefore, these findings provide important implications for researchers and practitioners who wish to conduct research or adopt AI chatbots. In conclusion, users do not feel inconvenienced by the contact center-oriented service but also perceive high trust and convenience with AI chatbot-oriented service. However, despite low switching costs, users consider chatbots a complementary tool rather than an alternative. So, companies adopting AI chatbots should consider what features the users expect from AI chatbots and facilitate these features when implementing AI chatbots.

• Asian Journal of Business Environment
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• v.12 no.2
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• pp.29-41
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• 2022

Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.

• The Journal of the Korea Contents Association
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• v.22 no.3
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• pp.17-34
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• 2022

Although NFTs are a new technology with a fast-growing industry, the studies for consumer protection and promotion are insufficient. Thus, this study analyzes the relationship of variables that affect intention to use NFT based on the UTUAT model, additionally, moderating effect of NFT types and crypto investment experience. Subjects of this study are limited to potential NFT users. The independent variables such as performance expectations, network externality, and innovation are statistically significant, however, the moderating effect is not suggested. With low awareness, the tendencies of subjects lead to adoption rather than technical understanding.

• Asia pacific journal of information systems
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• v.18 no.1
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• pp.25-51
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• 2008

Researchers have been continuously interested in the adoption of information technology (IT) since it is of great importance to the information systems success and it is also an important stage to the success. Adoption alone, however, does not ensure information systems success because it does not necessarily lead to achieving organizational or individual objectives. When an organization or an individual decide to adopt certain information technologies, they have objectives to accomplish by using those technologies. Adoption itself is not the ultimate goal. The period after adoption is when users continue to use IT and intended objectives can be accomplished. Therefore, continued IT use in the post-adoption period accounts more for the accomplishment of the objectives and thus information systems success. Previous studies also suggest that continued IT use in the post-adoption period is one of the important factors to improve long-term productivity. Despite the importance there are few empirical studies focusing on the user behavior of continued IT use in the post-adoption period. User behavior in the post-adoption period is different from that in the pre-adoption period. According to the technology acceptance model, which explains well about the IT adoption, users decide to adopt IT assessing the usefulness and the ease of use. After adoption, users are exposed to new experiences and they shape new beliefs different from the thoughts they had before. Users come to make decisions based on their experiences of IT use whether they will continue to use it or not. Most theories about the user behaviors in the pre-adoption period are limited in describing them after adoption since they do not consider user's experiences of using the adopted IT and the beliefs formed by those experiences. Therefore, in this study, we explore user's experiences and beliefs in the post-adoption period and examine how they affect user's intention to continue to use IT. Through deep literature reviews on the construction of subjective beliefs by experiences, we draw three meaningful constructs which theoretically have great impacts on the continued use of IT: perceived habit, confirmation, and computer self-efficacy. Then, we examine the role of the subjective beliefs on the cognitive/affective attitudes and intention to continue to use that IT. We set up a research model and conducted survey research. Since IT use implies interactions among a user, IT, and a task, we carefully selected the sample of users using same/similar IT to perform same/similar tasks, to exclude unwanted influences of other factors than subjective beliefs on the IT use. We also considered that the sample of users were able to make decisions to continue to use IT volitionally or at least quasi-volitionally. For each construct, we used measurement items recognized for reliability and widely used in the previous research. We slightly modified some items proper to the research context and a pilot test was carried out for forty users of a portal service in a university. We performed a full-scale survey after verifying the reliability of the measurement. The results show that the intention to continue to use IT is strongly influenced by cognitive/affective attitudes, perceived habits, and computer self-efficacy. Confirmation affects the intention to continue indirectly through cognitive/affective attitudes. All the constructs representing the subjective beliefs built by the experiences of IT use have direct and/or indirect impacts on the intention of users. The results also show that the attitudes in the post-adoption period are formed, at least partly, by the experiences of IT use and newly shaped beliefs after adoption. The findings suggest that subjective beliefs built by the experiences have deep impacts on the continued use. The results of the study signify that while experiencing IT in the post-adoption period users form new beliefs, attitudes, and intentions which may be different from those of the pre-adoption period. The results of this study partly demonstrate that the beliefs shaped by the behaviors, those are the experiences of IT use, influence users' attitudes and intention. The results also suggest that behaviors (experiences) also change attitudes while attitudes shape behaviors. If we combine the findings of this study with the results of the previous research on IT adoption, we can propose a cycle of IT adoption and use where behavior shapes attitude, the attitude forms new behavior, and that behavior shapes new attitude. Different from the previous research, the study focused on the user experience after IT adoption and empirically demonstrated the strong influence of the subjective beliefs formed in the post-adoption period on the continued use. This partly confirms the differences between attitudes in the pre-adoption and in the post-adoption period. Users continuously change their attitudes and intentions while experiencing (using) IT. Therefore, to make users adopt IT and to make them use IT after adoption is a different problem. To encourage users to use IT after adoption, experiential variables such as perceived habit, confirmation, and computer self-efficacy should be managed properly.

• The Journal of Information Systems
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• v.30 no.4
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• pp.21-42
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• 2021

Purpose In order for companies to continue to grow, they should properly manage human resources, which are the core of corporate competitiveness. Employee turnover means the loss of talent in the workforce. When an employee voluntarily leaves his or her company, it will lose hiring and training cost and lead to the withdrawal of key personnel and new costs to train a new employee. From an employee's viewpoint, moving to another company is also risky because it can be time consuming and costly. Therefore, in order to reduce the social and economic costs caused by employee turnover, it is necessary to accurately predict employee turnover intention, identify the factors affecting employee turnover, and manage them appropriately in the company. Design/methodology/approach Prior studies have mainly used logistic regression and decision trees, which have explanatory power but poor predictive accuracy. In order to develop a more accurate prediction model, XGBoost is proposed as the classification technique. Then, to compensate for the lack of explainability, SHAP, one of the XAI techniques, is applied. As a result, the prediction accuracy of the proposed model is improved compared to the conventional methods such as LOGIT and Decision Trees. By applying SHAP to the proposed model, the factors affecting the overall employee turnover intention as well as a specific sample's turnover intention are identified. Findings Experimental results show that the prediction accuracy of XGBoost is superior to that of logistic regression and decision trees. Using SHAP, we find that jobseeking, annuity, eng_test, comm_temp, seti_dev, seti_money, equl_ablt, and sati_safe significantly affect overall employee turnover intention. In addition, it is confirmed that the factors affecting an individual's turnover intention are more diverse. Our research findings imply that companies should adopt a personalized approach for each employee in order to effectively prevent his or her turnover.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1087-1099
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• 2012

This study investigated the purchase intention of green fashion products based on Rogers' Diffusion of Innovation theory and compared the differences between Korean and British consumers. In order to identify the impact of personal characteristics, this study also examined the effects of fashion innovativeness and LOHAS tendency on perceived attributes of innovation and intention to purchase. With a convenience sampling method, a survey questionnaire was distributed at popular fashion streets in each country. A total of 426 data were obtained, 203 from the UK and 223 from Korea. About 52% were females, and 69% were in their twenties. A factor analysis generated two LOHAS factors (health concerns and eco concerns) and four attributes of green fashion products (image improvement, symbolic superiority, observability, and compatibility). Two types of green fashion products (organic cotton t-shirts and organic cotton t-shirts with an environmental message) were provided to measure the purchase intention, respectively. The findings were as follows. British consumers were more likely to show LOHAS tendency and to perceive positive advantages of green products compared to Koreans; in addition, British consumers presented higher mean scores on the purchase intentions of organic cotton products. Fashion innovativeness was significant to predict image improvement and symbolic superiority, while eco concerns were significant in compatibility for both nations. Compatibility was important for both countries in order to explain the intention to adopt two types of organic products. In addition, image improvement was another predictor for purchase intention of organic t-shirts with an environmental message. Managerial implications were provided.

• Journal of Multimedia Information System
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• v.5 no.4
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• pp.283-290
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• 2018

Smarthome is one of the remarkable fields of the industrial revolution 4.0, which are popular in many countries such USA, EURO, Japan and Korea. However, how Vietnamese people are considering and having intension to use smarthome devices is still a question for marketers and researchers. This study develops a comprehensive research model that can explain potential customers' behavioral intentions to adopt and use Smarthome services in Viet Nam and figure which key factors affect the intention. This study proposes and validates a new theoretical model that extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The model consists of eight factors that affect one element (Behavioral Intention), specifically: Habits, Perceived usefulness, Perceived ease of use, Trust, Innovativeness Personal, Perceived value, Hedonic motivations and Social influences. Data were collected from 304 Vietnamese citizens by sending the email to survey questionnaire, direct contact with the experienced smarthome users. Through regression analysis, data from samples were analysed with SPSS 20 software and verification of hypotheses, the results show the key determinants affecting the intention to use smarthome appliances in Vietnam: Perceived Value, Social Influence, Perceived Usefulness, Perceived Ease of Use and Trust. From this result, several recommendations have been suggested to to smarthome devices vendors and marketer to improve products as well as marketing approaches to meet customer needs.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.131-141
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• 2019

Recently the business environment surrounding the financial investment industry is changing rapidly, and the demands of customers (diversity and the cycle of change etc.) are getting shorter. In this context, it can be said that companies are forced to adopt an agile management environment. In particular, non-face-to-face channels, including MTS, is adopting the agile system into the digital finance sector from a company-wide and strategic perspective. This study analyzed the effects of MTS services' environment quality on customer satisfaction and continuous intention to use for MTS users who are rapidly increasing under the agile management environment in the financial investment industry. This study surveyed the quality of service environment (accessibility, convenience, design, security), customer satisfaction, and continuous intention to use for 350 MTS users. First, accessibility, convenience, and security of MTS service environment quality had a positive effect on customer satisfaction, and design was rejected Second, customer satisfaction has a positive effect on continuous intention to use. Third, convenience and security of MTS service environment quality have positive effects on continuous intention to use, and accessibility and design were rejected. The results of this study, together with demographic analysis, are expected to provide useful implications for MTS activation studies and securities firms' strategies.

• The Journal of Society for e-Business Studies
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• v.27 no.2
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• pp.137-152
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• 2022

Consumers' enhanced intention to adopt the Mydata service or their voluntary provision of personal information is a very essential element in the stable growth of the Mydata industry along with the creation of corporate values. The growing leakage of customer information according to the rising value of data can have negative impacts on the use of Mydata service and shrink quality custom service needs based on the personal information provided by financial consumers. This study set out to identify security risks that financial consumers could recognize and security factors that could supplement them and investigate the effects of these security factors on consumers' intention to adopt the Mydata service, thus providing useful implications for increasing the acceptance of financial consumers and finding a strategy to expand safe utilization. The findings raise a need to guarantee the stability and transparency of information provided by customers as information subjects, and they should be essential requirements for the Mydata service. The security factors applied to guarantee them should include convenience in terms of financial service.