• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.295-302
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• 2020

The study examines an empirical case that explores the key constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh, Morris, Davis & Davis, 2003) and the relationship between security and privacy of the Theory of Perceived Risk (TPR) (Bauer, 1960). This study employs survey data of 200 young Internet users aged 18 to 25. The study was conducted through two steps: preliminary research by qualitative research method to form the official research scale then formal research by quantitative research method using CFA and SEM to test the research model. The research results show that performance expectancy and social influence significantly predict behavioral intention to use e-wallets in payment. In contrast, the factors, namely, security and privacy, and effort expectancy, are statistically insignificant on behavioral intention. Nevertheless, the facilitating conditions factor still affects the behavior of using e-wallets. The study proposes a model to generalize the online payment environment through the integration of UTAUT and TPR models that are important for online payment management and researchers in the technology environment. The findings of this study suggest that social influence significantly affects the intention of young people to use e-wallets instead of security and privacy.

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.189-209
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• 2006

The progress of mobile internet technologies has changed user access to information. The mobile internet allows to obtain contents and services from wireless networks via mobile devices. The purpose of this study is th find out important factors that influence on the customer purchase intention by mobile internet environment. Base on TAM(Technology Acceptance Model) and the latest literature, a comprehensive set of constructs and hypotheses were compiled with a methodology for testing them. We suggested five factors that effect purchase intention in mobile internet environment: Enjoyment Ease of use, Usefulness, Mobility, Trust To validate the research model, we collected data from cellular phone user using an online survey. The results of this study are as follows. First enjoyment ease of un, usefulness, and mobility had positive effects on trust. Second, Usefulness, ease of use, and trust had positive effects on purchase intention to use mobile internet. Third, enjoyment and mobility did not have positive effects on purchase intention to use mobile internet. Based on these results, we suggest marketing strategies.

• 한국식품영양학회지
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• 제31권1호
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• pp.185-194
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• 2018

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.

• 디지털융복합연구
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• 제14권7호
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• pp.57-72
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• 2016

최근 소비자들 개인이 가지고 있는 자원을 공유함으로써 자원의 효율성을 향상시키고, 개인의 욕구를 충족시키기 위한 방향으로 소비가 변모하게 되면서 공유경제 서비스가 확대되고 있다. 이에 본 연구는 공유경제 서비스가 가지고 있는 특징을 고려하여 실증적 분석모형을 개발하고, 공유경제의 이용의도에 영향을 미치는 요인들에 대한 분석 및 공유경제 서비스의 차별성을 반영하기 위하여 기술수용모형에 가격민감성과 신뢰성을 추가하고, 지각된 즐거움을 포함하여 확장된 기술수용모형을 활용한 연구를 수행하였다. 분석결과, 가격민감도, 자기효능감, 기술혁신성, 신뢰성, 지각된 유용성, 사용용이성, 지각된 즐거움 및 이용의도는 각각 서로 다른 방식으로 영향을 미치는 것으로 나타났다. 본 연구를 통해 공유경제 서비스의 이용의도를 명확하게 파악할 수 있었으며, 소비자에게 이용의도 확대를 위한 시사점을 제공할 수 있었다.

• 한국IT서비스학회지
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• 제16권3호
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• pp.127-146
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• 2017

The convergence of e-commerce and social media have given rise to a social commerce of online group-buying. Social commerce of online group-buying is a subset of B2C (Business to Consumer) and uses social media for marketing to facilitate online buying of products and services. The social commerce of online group-buying offers new and popular products or services every day, and uses social media to bring together separated consumers. In these backgrounds, we think that personality trait associated with seeking new and popular products or services, and social influence from social media are likely to be related to intention to use in social commerce of online group-buying. This study aims to examine and analyze novelty seeking and social influence that influence intention to use in social commerce of online group-buying in China. Our research model, which included novelty seeking and social influence, was developed based on the technology acceptance model. A questionnaire survey was carried out for empirical analysis. The results of empirical analysis based on a sample of 218 users showed that novelty seeking has a significant positive impact on intention to use, and social influence has a significant positive impact on perceived usefulness. We suggested academic implications and practical implications based on our empirical research.

• 한국콘텐츠학회논문지
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• 제21권10호
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• pp.204-216
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• 2021

본 연구는 메타버스에 대한 소비자의 이용의도에 영향을 미치는 요인들을 확장된 기술수용모델을 적용하여 실증적으로 분석했다. 즉, 메타버스의 이용의도에 영향을 미치는 요인을 콘텐츠 품질과 지각된 유희성, 사회적 영향, 자기효능감으로 설정하여 확장된 기술수용모델의 관점으로 알아보았다. 이를 위해 서울 소재의 대학에서 296명의 대학생을 대상으로 설문조사를 실시하고, 이를 통해 수집된 267명의 데이터를 SPSS 25.0과 AMOS 23.0을 사용하여 분석했다. 그 결과, 확장된 기술수용모델의 선행변인인 지각된 유용성과 지각된 용이성은 메타버스 이용의도에 영향을 미치는 것으로 나타났으며, 지각된 용이성은 지각된 유용성에 영향을 미치는 것으로 나타났다. 콘텐츠품질과 지각된 유희성은 지각된 유용성과 지각된 용이성, 그리고 메타버스 이용의도 영향을 미쳤으며, 사회적 영향은 지각된 유용성과 메타버스 이용의도에 영향을 미치는 것으로 나타났다. 또한 자기효능감은 지각된 용이성과 메타버스 이용의도에 영향을 미치는 것으로 나타났다. 본 연구는 우리의 일상과 미디어 이용 환경에 중요한 변화를 가져올 뉴미디어로 주목받고 있는 메타버스에 대한 소비자의 수용 요인을 실증적으로 분석했다는 측면에서 의미가 있다.

• Asia pacific journal of information systems
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• 제12권3호
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• pp.191-212
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• 2002

Recently, Internet banking becomes a major trend in the financial marketplace. However, there are few researches to investigate relationship between factors influencing user's intention to use the Internet banking service. Therefore, this paper is aimed at analyzing the Internet banking service user's intention to use empirically. Our research framework is basically based on TAM(Technology Acceptance Model) proposed by Davis(1989). Empirical results using path analysis revealed that experience has a direct relationship with intention to use, while those three factors like perceived risk, self-efficacy, technical support indirectly affect intention to use.

• 사물인터넷융복합논문지
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• 제9권3호
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• pp.99-111
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• 2023

본 논문의 목적은 블록체인 공급기업이 겪고 있는 사업 수행의 어려움을 파악하고, 이를 해소하여 블록체인 기술을 촉진할 수 있는 방안을 제시하는데 있다. 먼저, 블록체인 공급기업의 산업실태조사를 수집하였다. 다음으로 금융서비스 이용자가 블록체인 기술을 사용할 의도가 있는지를 확인하기 위하여 설문조사를 실시하였다. 연구결과는 다음과 같다. 첫째, 이용자 특성에서 유용성과 혁신성은 사용 의도에 영향이 미치는 것으로 나타났다. 기술적 특성에서 적합성과 신뢰성은 사용 의도에 영향이 미치는 것으로 나타났다. 둘째, 이용자 특성에서 유용성과 혁신성은 촉진 조건을 매개하여 사용 의도에 영향을 미치는 것으로 나타났다. 기술적 특성에서 적합성과 신뢰성은 촉진 조건을 매개하여 사용 의도에 영향을 미치는 것으로 나타났다. 셋째, 신기술 환경은 편재성과 혁신성이 사용 의도에 미치는 영향을 조절하는 것으로 나타났다. 신기술 환경은 보안성이 사용 의도에 미치는 영향을 조절하는 것으로 나타났다. 넷째, 조직적 환경은 보안성과 적합성이 사용 의도에 미치는 영향을 조절하는 것으로 나타났다. 이러한 블록체인 공급기업의 애로사항을 해소할 수 있는 방안과 블록체인 기반 금융서비스를 촉진 방안을 제시하였다.

• 한국경영과학회지
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• 제38권2호
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• pp.117-139
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• 2013

Due to the recent development of SNS(Social Network Service) which is represented by Twitter and Facebook, social commerce market which combines on-line shopping mall and SNS is expanding. With increasing speed of its market, this study is to focus on detecting the crucial variables promoting the use intention, which results in the sustainable competitive advantage in social commerce market. This research empirically analyzed the use intention of social commerce. Also, this study explores the moderating effects of gender in explaining intention to use social commerce. A technology acceptance model is applied for pinpointing the antecedents of intention to use social commerce and for revealing cross-gender differences. The results from a survey of 452 participants reveal that the effects of perceived risk, perceived usefulness, ease for use and subjective norm on intentions to use social commerce differ across gender. Findings imply that the risk-free quality and portrayal of in-group or out-group situations of social commerce need to be communicated to female consumers, along with the social norms of using social commerce. When targeting male consumers, the technological features illustrating the usefulness of social commerce should be focused. This study will provide diverse implications companies providing social commerce services.

• 한국IT서비스학회지
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• 제17권3호
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• pp.139-156
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• 2018

Smart tolling, which improved the drawbacks of the existing high-pass system, was developed and built through the Smart Highway R & D project in 2007. In order to successfully introduce and spread Smart Tolling, it is need to analyze factors that affected by intent to use. This study conducted research based on literature studies and empirical studies, and developed a research model to analyze factors affecting the users' intention of smart tolling system based on technology acceptance model (TAM) and value based acceptance model. The main variables of the research model are service characteristics (convenience, reliability), technical characteristics (flexibility, stability), environmental characteristics (switching cost, effectiveness of policy) and intention to use. To test the hypotheses set in this study, frequency analysis, exploratory factor analysis, and confirmatory factor analysis were performed using the SPSS 22.0 program statistical package and AMOSS 18.0. The convenience and reliability presented by service characteristics did not affect the intention to use of smart tolling service.