• 유통과학연구
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• 제19권9호
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• pp.91-100
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• 2021

Purpose: This study investigates the use intention of artificial intelligence (AI) food service stores for senior customers, which are becoming a trend in the service industry. Research design, data and methodology: For the study, the extended technology acceptance model (TAM) and motivated consumer innovativeness (MCI) variables, proven by existing researchers, were used. In addition to the effect of motivated consumer innovativeness on customer value, we investigated the effect of customer value on trust and use intention. For the study, 520 questionnaires were distributed online by an expert survey agency. Data was verified through validity and reliability. Results: The analysis results of the research hypothesis verified that functionally motivated consumer innovativeness (fMCI), hedonically motivated consumer innovativeness (hMCI), and socially motivated consumer innovativeness (sMCI) all had positive effects on usefulness and enjoyment. Furthermore, usefulness had a statistically significant positive effect on trust, but perceived enjoyment did not; trust was found to positively affect the intention to use. Conclusions: We compared the moderating effects of seniors' gender and age (at 60) between groups. Although there was no moderating effect of age, it was verified that regarding the effect of usefulness on trust, the male group showed a greater influence than the female group.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권6호
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• 복식문화연구
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• 제31권5호
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• pp.651-668
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• 2023

This study aims to help companies with efficient investment and marketing strategies by empirically verifying the impact on satisfaction and purchase intention for artificial intelligence-based digital technology supported shopping assistants introduced in e-commerce. Frequency, factor, SEM, and multiple group analysises were conducted using SPSS 26.0 and Amos 26.0. As a result, first, motivated consumer innovativeness elements of AI shopping assistant were derived into a total of four categories: functional, hedonic, rational, and reliable. Second, in the order of hedonic and rational, satisfaction with the AI shopping assistant was significantly affected, and in the order of rational and functional, purchase intention was significantly affected. The satisfaction with the AI shopping assistant did not affect the purchase intention. Third, in the case of hedonic, the AI-preferred group had a more significant effect on satisfaction than the human-preferred group, and in the case of rational, there was no difference by group in purchase intention. Thus, it was found that consumers prefer AI shopping helpers for e-commerce because they can shop reasonably and are functionally convenient. Therefore, when introducing AI shopping assistants, it is essential to include content that can compare and analyze fundamental information, such as product prices, as well as search functions and payment system compatibility that facilitate shopping.

• Agribusiness and Information Management
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• 제5권2호
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• pp.27-37
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• 2013

Referral marketing plays an important role in promoting new products. When it comes to innovative agricultural products, early adopter's review or recommendation has a more critical impact on follower's purchase decision making. Hence, understanding of consumer's characteristics and needs play more important role in success of innovation. More particularly, other researchers pay attention to the role of consumer innovativeness. This study attempts to fill this gap in knowledge between innovative propensity of consumer and her/his intention to generate positive word of mouth about new agricultural products. Furthermore, in this paper, we adopt Vandecasteele and Geunes' motivated consumer innovativeness model to investigate consumer innovativeness in extrinsic motive and intrinsic motive level, and examine the moderating role of referral efficacy. For empirical verification, survey method is used for data collection. Partial least square (PLS) is adopted to analyze the data. Finally, several theoretical contributions and practical implications are discussed.

• 유통과학연구
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• 제17권10호
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• pp.125-134
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• 2019

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer's innovation propensity, consumer's environmental concern, and usage satisfaction. In addition, the moderating effect of the product's innovativeness was examined. Results - The result shows that there is a relationship between consumer's innovation propensity and consumer's environmental concern. In particular, it is shown that both consumer's innovation propensity and consumer's environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product's innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer's innovation propensity on usage satisfaction. The degree of the product's innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer's innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer's environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer's innovation propensity only had an indirect effect on usage satisfaction, through consumer's environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer's innovation propensity and consumer's environmental concern. Second, this study showed the positive effect of consumer's innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer's innovation propensity and consumer's environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

• 경영정보학연구
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• 제23권3호
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• pp.201-223
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• 2021

스마트홈(Smart Home)은 일상생활에서의 편의성을 높이고 가정에서의 삶의 질을 향상시킬 수 있도록 하는 첨단 사물인터넷(IoT) 서비스이다. 최근 인공지능(AI) 기술이 적용된 스마트홈 서비스가 등장하면서 그에 대한 관심이 더욱 증가하고 있다. 스마트홈 시장에서의 경쟁 우위 선점을 위해, 기업들은 사용자들에게 맞춤형 "개인화 서비스"를 제공하고 있으며, 이는 스마트홈 사용을 보다 촉진할 수 있는 핵심 서비스라 할 수 있다. 본 연구는 스마트홈 개인화 서비스에 대한 가치 인식과 사용의도에 대한 영향 요인을 고찰하고자 한다. 본 연구에서는 스마트홈 개인화 서비스에 대한 가치 인식에 영향을 주는 핵심 요인으로 4가지 차원의 동기화된 혁신성(인지적, 기능적, 쾌락적, 사회적 혁신성)과 프라이버시 위험 인식에 초점을 두고 그 영향력을 분석하였다. 특히 본 연구에서는 최근 사회형태적으로 차별화된 특징을 보이고 있는 MZ세대(10후반~30대의 젊은 층)와 40~50대 이상의 X세대 및 베이비붐 세대 간 차이점이 있는지 비교 분석하였다. 이를 통해, 기성세대와 다른 MZ세대가 보이는 차별적 특징을 도출하고, 스마트홈 서비스 사용 활성화를 위한 학문적·실무적 시사점을 제공하고자 한다.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.897-907
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• 2021

The purpose of this study is to investigate the quality of entrepreneurship - motivation, entrepreneurial orientation, and risk behavior - in relation to the odds of micro-, small- and medium-sized enterprises' (MSMEs) financial performance in Indonesia. Additionally, this paper investigates how these qualities apply for the current challenges perceived by MSMEs' entrepreneurs in Indonesia due to Covid-19 crisis; specifically, this paper examines the odds of MSMEs' financial performance during the pandemic in respect to when these qualities are implemented by the entrepreneurs. The empirical data was obtained from an online survey by means of a structured questionnaire. MSMEs surveyed were randomly selected on a national scale. To test the hypotheses, a quantitative approach is employed, using multinomial regression. The main result shows that, under normal economic environment, the more intrinsically-motivated and continuity-driven entrepreneur is, the more likely the MSME will achieve financial growth compared to remaining stagnant. To our surprise, innovativeness leads to less likelihood of MSME's financial growth, suggesting the significance of innovation does not apply to MSMEs in Indonesia. Lastly, MSMEs' risk behavior to operate in a stable business environment is found more likely to result in a better performance and is true for operational and financial risks, but not marketing risks.

• Asia pacific journal of information systems
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• 제18권2호
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• pp.15-40
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• 2008

With the explosive growth of the Internet, Internet shopping malls have become recognized as one of the major purchasing channels for consumers, as well as one of the competitive distribution channels for companies that allow them to contact with customers without intermediaries. It has motivated information systems(IS) researchers to examine the factors influencing consumer behavior and the purchase decision process in the context of Internet shopping malls. Despite the extensive research that has been conducted on the purchase decision process of consumers in online shopping malls, the results have demonstrated a need for further understanding of consumer behavior due to the unique features of virtual space and the characteristics of online consumers. Previous studies from marketing and consumer behavior domains have suggested that the concept of involvement plays an important role in explaining consumers' purchase behavior. Despite the critical role of involvement and the explosive growth of e-commerce, little research has examined the role of involvement in the Internet shopping mall context. With this motivation, this study has two research objectives. First, it introduces and tests an theoretical model capable of better explaining consumers' intention to purchase in the Internet shopping mall context. The proposed model extends and integrates existing models on purchase intention by incorporating purchase experience, innovativeness, and perceived self-control as the consumer factors, along with perceived risk, information provision, and perceived price as the Internet shopping mall factors. Second, this study examines how involvement differences may affect consumers' intention to purchase. For this purpose, two factors from involvement theory, involvement type and involvement level, are introduced into the research model as moderating variables. In order to test the proposed model, the overall approach employed was a field study using the structural equation model. We developed our data collection instrument by adopting existing validated questions wherever possible. All question items were measured with a seven-point, Likert-type scale, with anchors ranging from 'strongly disagree' to 'strongly agree.' Two IS researchers reviewed the instrument and checked its face validity. We collected empirical data for this study over a period of two weeks from subjects who had purchase experiences through Internet shopping malls. A total of 473 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with AMOS 4.0. The first step in the data analysis was to establish the convergent and discriminant validity of the constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical results partly support the proposed model and identify the moderating effect of involvement differences. Theoretical and practical implications of the study are discussed, along with its limitations.