• 한국IT서비스학회지
• /
• 제10권3호
• /
• pp.149-166
• /
• 2011

While the importance of adopting cloud computing service has been emerged, comparatively little research has been conducted on examining factors of an individual user's intention to switch toward cloud computing service. Hereafter, this study presents and empirically tests users' intention to switch to cloud computing. Our model posits that the characteristics of cloud computing such as collaboration support, accessability, trust to cloud service affect perceived value, which in turn, influences intention to switch. An experimental study using student subjects provided empirical validation for our proposed model. Survey data from 106 respondents was used to test the model using partial least square analysis. According to our results, the characteristics of cloud computing were found to have significant impact on users' intention to switch that partially mediated by perceived value. Based on our research findings, we hope that this research will stimulate researchers' interest in the emerging area of cloud computing adoption.

• Journal of Korea Trade
• /
• 제26권6호
• /
• pp.20-40
• /
• 2022

Purpose - In recent times, the international trade environment has been changing rapidly, centering on the online market. In the post-COVID-19 era, small and medium-sized trading companies are facing the problem of not being properly provided with overseas market research, market trend analysis, and trade-related information. Cloud-based digital trade is being sought as an alternative to solve these problems; however, there is a lack of research on the intention to switch to digital trade among small and medium-sized trading companies. Therefore, this study empirically analyzes the intention to switch to digital trade based on the migration theory, and through this, attempts to identify each factor that affects the intention to switch to digital trade. Design/methodology - In this study, in order to identify factors influencing intention to switch to digital trade and innovation resistance of small and medium-sized trading companies, through previous research on migration theory and the PPM (Push, Pull, Mooring) model, each variable was selected for the purpose of the study. Based on this, a research model was established for the factors affecting switching to digital trade of small and medium-sized trading companies and empirically analyzed. In addition, considering the differences in the innovation propensity and maturity of information infrastructure of trading companies as the recipients of innovation, this study analyzes the moderating effect of the mooring effect and seeks ways to establish specific strategies according to the degree. Findings - As a result of empirical analysis, the pull effect was found to have the greatest influence on intention to switch to digital trade. However, the pull factor was found to have an effect on user resistance, and it was confirmed that it was a factor simultaneously inducing positive and negative consumption behaviors among users. In addition, it was found that the higher the company's innovation propensity, the higher the pull effect's influence on the intention to switch, and analysis showed that the push effect had no influence. In addition, companies with high information infrastructure maturity were expected to have a relatively high level of intention to switch compared to companies with low information infrastructure maturity, and the difference between the two groups was found not to be statistically significant. Originality/value - This study is a timely study in that it demonstrated the effect on the switching to cloud-based digital trade for small and medium-sized trading companies and that the cloud system related to digital trade is in full swing. There are academic implications in that it revealed that the pull effect is an important factor in the intention to switch to cloud service. Practical implications were presented in that small and medium-sized trading companies suggested ways to increase the value of the cloud system for switching to digital trade and a way to increase the switching ratio by minimizing the mooring effect. In addition, the study argues that active institutional support from the government is needed to activate cloud service.

• 디지털융복합연구
• /
• 제20권2호
• /
• pp.91-105
• /
• 2022

인터넷 전문은행 관련 선행연구들은 법안, 규제 그리고 도입 기대효과 등의 연구들이 대부분이며, 금융 소비자의 금융 서비스 전환 의도에 관한 연구는 미비한 상태이다. 본 연구의 목적은 금융소비자들이 시중은행에서 인터넷 전문은행으로 서비스 전환 의도에 대해 영향을 미치는 요인을 알아보고자 PPM(Push-Pull-Mooring)이론을 적용하였다. 실제 서비스 이용자들을 대상으로 설문조사를 하였고, Smart PLS 3.0을 사용하여 1차 요인분석과 2차 요인분석을 하였다. 연구 결과 풀요인, 푸시요인 그리고 무어링요인은 전환 의도에 긍정적인 영향을 미쳤으며, 조절변수인 무어링요인은 푸시요인과 풀요인의 전환 의도에 조절효과가 나타나지 않았다. 서비스 전환 연구에 활용되던 PPM이론의 활용 범위를 핀테크 서비스로 확장 하였고, 인터넷 전문은행의 전략과 확산 등 여러 가지 실무적인 유용한 시사점을 제공 할 수 있으며, 소비자 태도를 연구하는 다양한 연구에서 활용할 수 있을 것이다.

• 기술혁신학회지
• /
• 제18권1호
• /
• pp.176-203
• /
• 2015

클라우드 컴퓨팅은 지속적 성장세를 보이고 있고, 개인 클라우드 컴퓨팅 서비스의 중요성이 확대되고 있다. 이러한 중요성에 견주어, 본 연구의 목적은 어떤 이유로 기존 컴퓨팅 환경에서 클라우드 컴퓨팅 환경으로 전환을 하는 것인지, 또 어떤 요인들이 전환을 저해하는지에 대한 판단의 근거를 탐색하고자 한다. 본 연구에서는 사회교환이론을 연구의 이론적 프레임워크로 하여, 지각된 가치와 전환의도와의 관계를 실증적으로 분석하였다. 이를 위해 선행연구를 기초로 클라우드 컴퓨팅 서비스의 특성요인을 도출하였고, 이러한 요인들이 지각된 가치를 매개로 전환의도에 영향을 주는지를 파악하는 연구모형을 설정하였다. 총 7개의 연구가설을 제안하였으며, 총 204개의 데이터를 SmartPLS를 통해 가설을 검증하였다. 검증결과, 제안한 7개의 가설 중, 5개의 가설이 지지되었다. 동기요인 중에서는 효율성과 경제성이 지각된 가치를 매개로 전환의도에 영향을 미치는 것으로 나타났고, 저해요인 중에서는 전환 비용과 보안우려가 전환의도의 선행요인임을 규명하였다. 본 연구는 실무적 차원 혹은 조직관점에서 논의되어 온 클라우드 컴퓨팅 서비스를 개인 수준에서 접근하였다는데 의의가 있다. 또한 클라우드 컴퓨팅 서비스로의 전환의도를 동기요인과 저해요인의 이요인 관점에서 논의하였다는데 또 다른 의의를 갖고 있다.

• 한국정보시스템학회지:정보시스템연구
• /
• 제30권4호
• /
• pp.71-94
• /
• 2021

Purpose The purpose of this study is to verify impacts of factors, representing Push-Pull-Mooring(PPM) on switch intention to OTT(Over-The-Top) service in demand for content and to find relationship between factors through empirical analysis. Design/methodology/approach This study designed a research model by deriving factors affecting the intention to switch on OTT service based on the Push-Pull-Mooring framework and researches on OTT service. To test the hypothesis, a total of 357 responses were collected from individuals with experience in using OTT service and analyzed using SPSS26 and SmartPLS3.0. Findings According to the empirical analysis result, this study confirmed that the push, pull, and mooring factors proposed in this study had a significant effect on switching intention on OTT service. In addition, this study confirmed that both low switching cost and need for variety had a significant effect except for hypothesis H8.

• 한국정보시스템학회지:정보시스템연구
• /
• 제23권2호
• /
• pp.109-137
• /
• 2014

As the fast development of information technology (IT), abundant attractive alternatives have showed up and challenged to the traditional information technology (IT). Cloud services, the hottest representative among these alternatives, has attracted the attention from all walks of life. Considering the diversity of cloud services, this study attempts to find out the important factors affected on individual's switching intention from incumbent IT to cloud services mainly based on two-factor theory (switching enablers and switching inhibitors) and explore the direct influences of these factors on individual's switching intention. According to our findings, individual's switching intention to cloud services is not only positively influenced by switching enablers but also negatively influenced by switching inhibitors. All the switching enablers in this study (perceived omnipresence, perceived collaboration support and perceived compatibility of cloud services) have positively significant influences on individual's switching intention as well as the switching inhibitors (usage habit of incumbent IT and perceived risk of cloud services) have negatively significant influences on individual's switching intention. It's noteworthy that satisfaction of incumbent IT has insignificant influence on individual's switching intention in this study. Moreover, as we expected, both social influence and personal innovativeness have significant influences on the generation of individual's switching intention.

• 한국생활과학회지
• /
• 제19권5호
• /
• pp.845-855
• /
• 2010

This study examined the variables that affect whether consumers change broadband internet services by examining their past experiences and intention to switch carriers by targeting consumers who have switched broadband internet service providers. Among adult consumers who intended to switch broadband providers, 341 people who had experience were subject to logistic regression analysis using SPSS for Windows ver. 17.0 to examine frequencies, means, percentages, and factor analysis. The following results were revealed. First, the targets were currently using broadband internet service in the order Company S > Company L > Company K > others. Excluding the others, Company K had the most conversions (from 96 to 78), followed by Company S (from 107 to 97), and Company L (from 43 to 97), which more than doubled the number of subscribers. The reasons for switching carriers in the past were as follows: for Company K, consumers switched to other companies because of unsatisfactory fee services; for Company S, consumers switched to other companies because of quality, advertising and promotional activities, and commitment periods ending; for Company L, the consumers switched to other companies because of fee, quality, and service; and for other companies, the consumers switched to other services because of unsatisfactory quality. Second, the analysis of the elements that determined whether a consumer will switch broadband internet service providers showed that college graduates and individuals who had switched carriers voluntarily in the past were more likely to switch to a new broadband internet service provider. Furthermore, passive consumers had a higher probability of switching. Moreover, when consumers were less satisfied with the fees and services, there was a greater chance of switching to another company.

• Journal of Information Technology Applications and Management
• /
• 제11권1호
• /
• pp.69-82
• /
• 2004

The role of switching costs in customer retention has been posited, but has not been subjected to rigorous empirical testing. Therefore, our main focus is on the factors that influence whether consumers will have intention to switch or stay with an incumbent technology (e.g., MS-Windows). Based on consumer survey with MS-Windows users, we find empirical support for the link between the existence of compactible software, consumer's expertise in MS-Windows and intention to stay with MS-Windows. Specifically, switching costs are found to be positively associated with the existence of compatible software. Further, the lack of expertise in MS-Windows on the part of consumers tends to increase the likelihood that they will rely on current MS-Windows, rather than switch to other alternative operating systems.

• 한국경영정보학회:학술대회논문집
• /
• 한국경영정보학회 2007년도 International Conference
• /
• pp.931-936
• /
• 2007

To understand the relationship between factors influencing customers' intention to switch from current banking services to mobile banking service. We first investigates immediate influence of customers' satisfaction with existing banking service and attractiveness of mobile banking as an alternative service. We further examines the moderating effect of alternative service attractiveness that influences the relationship between existing service satisfaction and switching intention to mobile banking service.

• 디지털융복합연구
• /
• 제16권2호
• /
• pp.157-167
• /
• 2018

인터넷 전문은행은 2017년 국내에 처음 도입된 이후 빠르게 확산되고 있지만 그 한계점에 대한 이슈 역시 계속 대두되고 있다. 특히 점차 경쟁이 심화되는 핀테크 시장에서 인터넷 전문은행의 지속적 성장을 위해 금융소비자에 대한 이해가 중요하다. 이에 본 연구는 인터넷 전문은행에 대한 소비자 태도 실증을 위해 서비스 전환의도 분석에 다수 활용된 PPM 이론을 적용하여 금융소비자의 서비스 전환의도를 확인하였다. 연구 목적 달성을 위해 카카오뱅크 사용자를 대상으로 설문을 진행하여 수거한 총 132부의 데이터를 Smart PLS 3.0을 통해 분석을 수행하였다. 결론적으로 푸시효과와 풀효과가 주거래은행 전환의도에 정(+)의 영향을 미치는 것을 확인하고, 무어링효과가 주거래 전환의도에 미치는 영향에 사용자의 카카오 뱅크 사용정도가 영향을 미치는 것을 확인하였다. 본 연구를 통해 기존 서비스 전환 연구에 활용되던 PPM이론의 활용 범위를 핀테크 서비스로 확장 하였으며, 실무적으로 인터넷 전문은행 확산 전략 수립에 유효한 시사점을 제공할 것이다. 또한 향후 이를 바탕으로 인터넷 전문은행의 다양한 소비자 태도를 설명하는 연구로 활용 할 수 있을 것이다.