• Journal of The Korean Association of Information Education
• /
• v.22 no.1
• /
• pp.91-102
• /
• 2018

The purpose of this study was to identify the variables that influence the intention of students to continue participating in SW education. Based on the TAM and reference to existing research on IT introduction, subjective norms, activity promotion conditions, programming related self-efficacy, perceived easy of use, and perceived usefulness were set as factors. We also tried to identify the structural causality between these factors and the intention to continue learning. The samples of this study were 204 elementary students participating in SW education. We collected our data by conducting web survey with these students for 1 month. Among the eight hypotheses set out in this study, the two hypotheses 'subjective norms will have a positive (+) effect on perceived ease of use' and 'perceived ease of use will have a positive (+) effect on Learning continuation intention' were rejected. The characteristics of the results are as follows. First, perceived ease of use indirectly influences learning intention through mediation of perceived usefulness. Second, in order to increase the intention of continuing learning, programming self-efficacy proved to be the most significant factor. The results of this study suggest that the usefulness of SW education and the programming self-efficacy of students should be improved for effective support of elementary school students' SW education.

• The Journal of the Korea Contents Association
• /
• v.22 no.10
• /
• pp.279-290
• /
• 2022

The popularization of mobile Internet applications has accelerated the development of smart tourism industry. Based on TAM and VAM theories, this paper studies the influencing factors of tourism App users' willingness to continue using through complex network and data analysis methods. Through the research, it is found that the improvement of service level and design concept of smart tourism application can accelerate the aggregation of complex networks and improve user engagement. At the same time, reasonable price service experience value, convenience service experience value, interactive service experience value, emotional design perception, ease of use design perception, entertainment design perception and other factors can have a direct impact on users' intention to continue to use, and there is a significant correlation. The smart tourism App's convenience and price advantage are the root of its competitiveness. The design concept can affect users' emotional experience and perceptual experience, and help smart tourism App improve users' satisfaction.

• Journal of the Korean Society of Food Culture
• /
• v.31 no.2
• /
• pp.170-177
• /
• 2016

This study carried out empirical analysis of the effect on conspicuous consumption and purchase intention by social face sensitivity of customers who have eaten at luxury restaurants. Adult male and female customers aged 20~60 years who lived in Seoul and who had experience eating at luxury restaurants were selected as survey participants. The results of this study are as follow. First, social face sensitivity factor had a significant effect on preference for famous brands and seeking fashion. On the other hand, among social face sensitivity factors, shame consciousness had a significant effect on other-oriented conspicuous consumption. Thus, the hypothesis was partially accepted. Second, among social face sensitivity factors, other-conscious social face had a significant effect on purchase intention. Thus, the hypothesis was partially accepted. Third, preference for famous brand and seeking fashion had a significant effect on purchase intention. However, other-oriented conspicuous consumption tendency had no effect on purchase intention. Thus, the hypothesis was partially accepted. If studies on various consumption sentiment variables continue to be made, these may be usefully utilized for establishing marketing strategies of companies.

• Journal of Distribution Science
• /
• v.20 no.1
• /
• pp.77-85
• /
• 2022

Purpose: The Covid-19 pandemic has triggered several herd purchase behaviors, and online shopping has been considered a health-related preventative behavior. Thisstudy aimsto the relative impact of health threat beliefs concerning Covid-19 (perceived susceptibility and perceived severity) and herd mentality on consumers' online shopping post-adoption disconfirmation and continuance intention of online shopping. Research design, data and methodology: An internet survey was conducted with Vietnamese consumers, and upon screening, usable data of 292 responses were analyzed using PLS-SEM. Results showed that while herd mentality positively affects disconfirmation, health threat beliefs including perceived susceptibility and perceived severity of Covid-19 do not. Results: Results also provided further support for the notion that disconfirmation is a crucial determinant of post-adoption continuance intention. Moreover, herd mentality also has a significantly negative influence on online shopping post-adoption continuance intention. Conclusions: The research provides evidence supporting the role of herd mentality and post-adoption disconfirmation in driving consumers' intention to continue online shopping. However, the research shows that neither the perceived susceptibility of Covid-19 nor the perceived severity of Covid-19 has significant impact on post-adoption disconfirmation, adding mixed evidence to the application of health belief theory in technology (such as online shopping) adoption.

• Journal of the HCI Society of Korea
• /
• v.13 no.2
• /
• pp.21-29
• /
• 2018

Continuous use of SNS with having SNS fatigue influences users mentally as well as physically. Although it is reported that they eventually leave SNS due to experience of fatigue, the determinants of SNS fatigue have not been discovered yet. Thus this study aims to find the psychological factors causing SNS fatigue. This study (1) found out the factors causing SNS fatigue, and (2) explored the relationships between the factors and intentions to discontinue/continue to use SNS. Findings of the study suggested that there are seven types of determinants: Sense of relative deprivation, Relationship concern, Management burden, Information overload, Privacy concern, Reputation concern(after posting), Reputation concern(before posting). It is also found that sense of relative deprivation negatively predicted the intention to keep using SNS while management burden, reputation concern(before posting) predicted positively. Furthermore, the sense of relative deprivation and information overload positively predicted the intention to discontinue using SNS while reputation concern(before posting) predicted negatively. This research examined how the determinants of SNS fatigue affect the intentions to keep/stop using SNS from the two different points of view. The determinants of SNS fatigue experienced by SNS viewers influenced them to have intentions to stop using it, whereas those felt by SNS writers affected them to keep using it.

• The Journal of the Korea Contents Association
• /
• v.22 no.6
• /
• pp.342-353
• /
• 2022

This study aims to help revitalize the real-time online education platform market by analyzing the instructor characteristics, content characteristics, and platform characteristics of real-time online education platforms for local learners in China. A total of 670 questionnaires were collected through an online survey and an empirical analysis was conducted. As a result of the analysis, first, except for attractiveness, which is the characteristic of the instructor, professionalism and sincerity had a significant positive influence on both learning satisfaction. Second, the usefulness, abundance, and appropriateness of content characteristics had a significant positive influence on learning satisfaction. Third, except for interaction, which is a platform characteristic, technology and convenience confirmed a significant positive influence relationship on both learning satisfaction. Fourth, learning satisfaction had a significant positive effect on the intention to continue using. This study presented practical implications for real-time online education platform and future research directions.

• 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 Korea Society of Digital Industry and Information Management
• /
• v.20 no.2
• /
• pp.159-174
• /
• 2024

Recently, as demand for delivery services has increased rapidly due to COVID-19, the food service O2O(Online to Offline) platform has also grown significantly. This study aimed to verify the influencing factors on continuance use intention of O2O platform using the Information Service Success Model and Post Acceptance Model. An online survey was conducted on 379 consumers who used the food service O2O platform in the past six months, and the collected survey was analyzed using SPSS 26.0 and AMOS 24.0. As a result of the verification, in the influence relationship between the Information Service Success Model and Post Acceptance Model, system quality was found to have an effect on perceived usefulness, but information quality and service quality were rejected for perceived usefulness and were partially adopted, The rest were all found to have a significant effect. In the moderating effect according to the amount used, the intention to continue using was stronger when the group who spent more than 30,000 won was satisfied. These results support previous research on O2O platforms and provide academic implications as well as practical implications for practitioners in the food service industry.

• ETRI Journal
• /
• v.38 no.3
• /
• pp.589-598
• /
• 2016

An application that has a simple user interface not only motivates a user to continue using the application, but also enables the user to develop their mental model for the application - the like of which is a product of their interaction with the application. In the information systems literature, little empirical research has been undertaken on the effects of the mental model and motivation on smartphone users' behavioral beliefs. Therefore, the aim of this study is to suggest a research model that can examine the following: 1) the effects that the mental model has not only on smartphone users' behavioral beliefs (that is, perceived usefulness and ease of use of an application) but also on their behavioral intention to use an application and 2) the effects that smartphone users' intrinsic motivation has on their behavioral beliefs through an expansion of the mental model. A survey is conducted, and structural equation modeling is then used to analyze the survey data. The results, through consideration of variables such as intrinsic motivation, perceived usefulness, perceived ease of use, and user satisfaction, indicate that the mental model has an indirect effect on a user's intention to use an application.

• The Research Journal of the Costume Culture
• /
• v.32 no.4
• /
• pp.453-467
• /
• 2024

The Metaverse's virtual world is used in various industries and is expected to continue to grow in the future. In addition, the Metaverse is a new type of society that integrates various new technologies, and NFT products play an essential role. Therefore, NFT product characteristics and industry trends should be assessed to revitalize the NFT market. To this end, this study confirms the influence relationship between social presence and NFT product characteristics in the Metaverse environment and examines the impact of each characteristic on consumer satisfaction and continued engagement intention to NFT product. Statistical analysis such as exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling (SEM) using IBM SPSS Amos was conducted on data collected through a survey targeting male and female Korean consumers in their age group 10 to 50. Study results indicate that social presence significantly impacted all characteristics of NFT products (authenticity, scarcity, rarity, collectability, and interactivity). Scarcity and authenticity significantly impacted consumer satisfaction, and both authenticity and consumer satisfaction significantly impacted continued engagement intention. Thus, effective product development and marketing strategies can be established only by presenting different emphasized characteristics depending on the type of NFT product and the Metaverse's social presence.