• International Journal of Contents
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• v.18 no.1
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• pp.65-75
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• 2022

This study aims to reveal the various differences within the factors that influence use satisfaction, continuous use intention, and media substitution intention, specifically in regard to the use motives and use behaviors of Netflix viewers. This study's results demonstrate that the following various factors affected use satisfaction, continuous use intention, and media substitution intention in differential ways. Firstly, the diversity of content influenced use satisfaction to a greater degree than social relations; and the diversity of content, social relations, and active participation all positively influenced continuous use intention. In other words, the more positively users appreciated the diversity of content, and the more strongly they had social relations, and the more actively they participated within communities, the greater degree to which they increased their continuous use intention for Netflix. However, the diversity of content and the convenience of use also had a negative effect on the media substitution intention for Netflix, which means that the more diverse the content and the more convenient the use of Netflix, the fewer the number of users who intended to cancel Netflix and subscribe to another OTT service or resubscribe to traditional media sources.

• Knowledge Management Research
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• v.21 no.4
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• pp.211-225
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• 2020

We investigate factors affecting chatbot use intention of online shopping mall users. We identify theoretical foundations from the literature and postulate that accuracy, personalization level, intelligence, intimacy, social presence, and piracy concern should affect intention to use more or negative intention to use. Based on 300 responses from online shopping mall chatbot users in Korea, we run the statistical analysis to assure the reliability and validity of the measurements. From the multiple regression analysis, we find that personalization level, intelligence, social presence, and privacy concerns significantly affect intention to use more. In contrast, we find that accuracy and privacy concerns significantly affect negative intention to use. This work will present pragmatic implications upon the design and management of chatbot in order to not only incent customers to use more but reduce factors that may cause negative use intention. Among functional factors, personalization and intelligence increases the intention to use more while accuracy decreases negative intention to use. Among emotional factors such as intimacy and social presence, we find that only social presence significantly increases intention to use more. Privacy concerns is found to decrease intention to use and increase negative intention to use.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.125-137
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• 2019

This study determined the impact of 'Fashion Augmented Reality (FAR)' acceptance factors based on the model of acceptance and use of technology (UTAUT) on consumer attitudes, intention to use technology, and fashion product purchase intention. A survey asked participants to have an AR experience using a FAR app to understand FAR in advance. Data were analyzed factor analysis and stepwise regression using SPSS. The results are as follows. First, the factor analysis classified the acceptance variables of FAR technology into 'social relations', 'shopping effectiveness', and 'easy to use FAR'. Second, among the three factors of FAR acceptance, 'shopping effectiveness' is statistically more influential on positive attitudes towards FAR. However, 'easy to use' factor was more influential on 'the intention to use technology' as well as 'purchase intention'. Third, 'social relations' were identified as an important factor affecting 'consumer attitudes', 'intention to use technology' and 'purchase intention' which are not well covered in fashion technology research. In addition, 'the intention to use technology' was found to be influential on 'purchase intention' and indicated the importance of easiness of FAR to enhance purchase intention.

• International Commerce and Information Review
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• v.8 no.3
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• pp.71-95
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• 2006

In recent, T-commerce is widely dispersed as alternative type of commerce. It is forecasted that t-commerce system is used more than e-commerce system. Therefore more and more t-commerce-related industries are also recognizing that t-commerce is a critical business model. It is needed to understand the concept of t-commerce and develop the t-commerce marketing strategy. CEO analyses consumer's behaviors according to the data about buyers and applies the advantage of t-commerce to the communication with customers. This t-commerce system plays an important role in maximizing customer satisfaction and affecting their intention to reuse it. Therefore this paper attempts to identify T-commerce critical success factors and divide between use-intention group and unuse-intention group by taking out a discriminant function by the discriminant analysis. This lays a foundation in developing T-commerce strategy. According to the discriminant function extracted, convenience factor, amusement factor, system quality factor, product perception factor are significant in the sequence of influential degree. However, usefulness factor and speedy connection factor are not significant. In result, the target hitting rate is 77.9% in the first unuse-intention group and it is 95.2% in the second use-intention group. The total discriminant target hitting rate is computed to higher value, 86.55%. The statistic package, SPSS 12.0, is used to survey and analyse data and test the hypothesis. The validity and reliability of variables are verified by both reliability analysis and factor analysis. The discriminant analysis is used to tell the difference between use-intention group and unuse-intention group.

• The Journal of the Korea Contents Association
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• v.17 no.9
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• pp.159-172
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• 2017

This study examined the predisposing, enabling and need factors, based on Andersen's behavioral model, affecting intention to use community organizing services at a community welfare center. 725 people aged 20 and older who lived in Gwang-jin-gu participated in this study and multiple linear regression analyses were utilized to analyze the deputation. The results demonstrate that intention to use is primarily affected by predisposing factors, age and duration of education. Female and more educated people were significantly associated with the intention to use community organizing services. Enabling factors, reputation and image of the community welfare center significantly affect intention to use community organizing services. People are more likely to use community organizing services when there is higher reputation of the community welfare center and better image of the community welfare center. Finally, intention to use is primarily affected by welfare consciousness, a need factor. People who have liberal welfare consciousness are more likely to use community organizing services. These findings provide implications and suggestions for increasing intention to use community organizing services at a community welfare center.

• The Journal of Industrial Distribution & Business
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• v.9 no.4
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• pp.43-52
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• 2018

Purpose - The purpose of this article is to examine the effects of perceived value, satisfaction, and continued use intention of e-service Quality of taxi-booking apps. Research design, data, and methodology - The questionnaire was created to examine every relevant variables to practical and theoretical implications. The pilot survey was conducted for 15 days from April 7^th to April 21^st in 2016. Their total numbers were 354 surveys. But 330 copies were used for the analysis except 24 of them. To make a more effective analysis, several analysis tools and analysis programmes were used, such as IBM SPSS and AMOS. Results - The results are as follows. First, all variables of e-service quality except safety make influences on perceived value. Second, e-service quality except safety makes influences on satisfaction. Third, perceived value makes influence on satisfaction and on intention of continued use. Fourth, satisfaction makes influence on intention of continued use. Conclusions - First, 5 variables are very limited. more valuable variables are need to test with this model. Second, this study was conducted only in China. So there may be possible to the representatives. To use this model for better analysis and application abroad, more characteristics and strategic factors should be considered like the local culture of a particular country, attributes for different environment etc.

• International Journal of Internet, Broadcasting and Communication
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• v.10 no.3
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• pp.1-10
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• 2018

Wearable Technology is going to be the biggest buzzword and the next generation of digital revolution in the near future. Wearables have changed the focus of the healthcare industry to prevention programs in order to encourage individuals to be more active and to take the responsibility of their own health. Although, the intention of consumers to use wellness wearables has been growing rapidly, the number of individuals who refuses continued use of such devices increases day-by-day. Diffusion and innovation of new technology could be more efficiently gained by consumer's adoption. So, it is extremely important for providers and designers to understand the impact of positive and negative factors on consumers' intention to use wellness wearables. Moreover, a unified framework is required for better understanding of individuals' behavioral intention for using wellness wearables. Thus, the goal of this study is to identify the potential factors that influence consumers' willingness to use wellness wearables as well as proposing a unified framework based on Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Value-based Adoption Model (VAM) with two extra factors, perceived trust and perceived health increase. The findings of this article improves the theoretical understanding of the engaged factors in the proposed research model of the study.

• The Journal of the Korea institute of electronic communication sciences
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• v.6 no.3
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• pp.363-369
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• 2011

The purpose of this study was to examine the influence of users' perception of convergence media which were appeared with technological development upon the actual intention of use. Study findings show that when the perceived usefulness of convergence media was high, use intention was high as well. In addition, when the perceived ease of use was high, use intention was high as well. Use intention had significance influence upon the extent of actual use. This finding implies the fact that when use intention is higher, convergence media are more frequently used in reality. On the other hand, when innovation resistance is higher, the perceived ease of use, use intention and media intimacy are lower. In the end, due to innovation resistance, the use intention of media becomes lower and the use of convergence media is delayed.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.1
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• pp.36-45
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• 2012

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, $x^2$ analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. $x^2$ analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.

• Journal of Information Technology Services
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• v.11 no.4
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• pp.1-23
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• 2012

The growing interest in smartphones has increased the number of studies conducted on technology acceptance and user satisfaction. It is now over two years since the launching of smartphones, but there are not many researches on the usage behavior of today's smartphone users. Smart devices have evolved from smartphone to smart pad and smart TV, but there are still not many studies on variables such as knowledge about the parent product and the ability to use it. With this, I decided to study how the motivation and the ability of using smartphones affected the smartphone user's intention to use smartpads. This study presents the usage behavior of smartphone users and proves that the ability to use a parent product (smartphone) affects the user's intention to use an extension product (smartpad). The research results showed that the smartphone usage ability affected both variety of use and rate of use. The convenience and passing time factors affected variety of use; and the social interaction, entertainment and passing time factors affected rate of use. As for the intention to use smartpads, the smartphone usage ability and variety of use positively affected the smartphone user's intention to use smartpads. This study showed that the more the user used a smartphone to pass time and for convenience, the more effectively the user could use various functions. It proves that the variety of use of smartphone is highly related to the acceptance of smartpads. This study also proves that usage ability is an important factor in using innovative products, such as smart devices.