• Title/Summary/Keyword: Motivation for Use

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Study about Advertising Acceptance Attitudes of YouTube Pre-Roll Advertising: Focusing on the Difference between YouTube Use Motivation and Use Intensity (유튜브 프리롤 광고의 수용태도에 관한 연구: 유튜브 이용 동기 및 이용강도의 차이를 중심으로)

  • Kim, Hwa-Dong;Youm, Dong-Sup
    • The Journal of the Korea Contents Association
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    • v.22 no.8
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    • pp.106-114
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    • 2022
  • This study attempted to empirically investigate the difference in the Advertising Acceptance Attitudes of pre-roll advertisements according to the Use Motivation and Use Intensity of YouTube, which act as important factors in using YouTube. For this study, a survey targeted to both male and female university students was conducted, 200 people's data being used for the analysis. First research result was that positive attitude towards advertisement based on the Youtube Use Motivation was higher for the group who pursue narrative identities than the group who habitually use intention and pursue amusement. For avoidance behavior, the group who habitually use intention and pursue amusement was higher than the group who pursue narrative identities. Second, for the positive attitude towards advertisement based on Youtube Use Intensity, the group with higher Use Intensity showed an optimistic attitude relative to the group with lower Use Intensity. However, there was no difference in the avoidance behavior for advertisement. These following results imply that a strategy considering the Use Pattern based on the Use Motivation and Use Intensity of the users is needed in enforcing YouTube pre-roll advertisements.

Evaluation of How the Motivation the Use of Specialized Coffee Branches Brand Attitude, Satisfaction and Loyalty (커피 전문점 이용 동기가 브랜드 태도와 만족도 및 충성도에 미치는 영향)

  • Kim, Tae-Hee;Yoo, Hee-Joo;Lee, In-Ok
    • Journal of the East Asian Society of Dietary Life
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    • v.20 no.1
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    • pp.149-158
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    • 2010
  • The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

Human-Technology Integration for Implementing Electronic Approval System in a Hospital (의료기관 전자결제시스템 도입을 위한 Human-Technology Integration에 관한 연구)

  • Park, Jae-Sung;Park, Ki-Soo
    • Korea Journal of Hospital Management
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    • v.7 no.3
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    • pp.102-120
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    • 2002
  • The purpose of study is to understand human-technology integration mechanism by using the study model that takes the core concept and motivation assumptions of technology acceptance model(TAM) into account. This study identifies three motivation mechanisms in adopting or using computer mediated communication(CMC) tool for work. The mechanism comprises with extrinsic, extrinsic motivation, and subjective norm pressure. One hospital with 430 beds and 367 human power was identified and we administered the questionnaire during their work hours. There is 32.4% response rate. The fitting index of the study model surpass the acceptable level, GFI = .980 for none-users, GFI =.986 for users, NNFI = .973 for none-users, and NNFI = .989 for users. In the case of none-users, perceived ease of use determines perceived usefulness that explains behavioral intention to use. As a result, adotpers' usage motivation is based on extrinsic motivation that does not consider their affective factor, attitude, in use of CMC. Users considers their attitudes as the mediating factor of all behavioral beliefs for using CMC continually. Thus, users are likely to depend their adoption behaviors on their affective factor. Moreover, users' behavioral intention is subject to pressures of use from other persons who are important to them, such as supervisor, director, or boss. Achieving human-technology integration in a hospital may cause cost saving and work efficiency. However, the success of information system should base on a profound understanding of employees' adoption behaviors in rejecting, adopting, using, continually using of IT, and organization culture in using IT.

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Effects of usage motivation for omni-channel services on continuance and affective commitment and brand purchase intention (옴니채널 서비스 이용 동기가 지속적 몰입과 정서적 몰입 및 브랜드 구매의도에 미치는 영향)

  • Choi, Mi Young
    • The Research Journal of the Costume Culture
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    • v.27 no.6
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    • pp.553-568
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    • 2019
  • This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

Suggestions through exploring the relationship between Cadets' Motivation to use SNS and Life Satisfaction (사관생도의 SNS이용 동기와 생도 생활만족도와의 관계 탐색을 통한 제언)

  • Hyeseon Seok;Sojeong Im; Donghyun Ahn
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.2
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    • pp.407-412
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    • 2023
  • We attempted to confirm the current status of the use of mobile phones by soldiers, especially SNS, in today's situation where the use of mobile phones is completely allowed, and to reach an agreement for the use of functional SNS in military life. To this end, 189 students at the Korea Army Academy at Yeongcheon were measured for SNS use motivation and life satisfaction, and the relationship between each sub-variable of SNS use motivation and satisfaction was analyzed. As a result, 3 out of 4 motives for using SNS had nothing to do with satisfaction, and rather, among the sub-variables, the pursuit of status showed a negative correlation with satisfaction. Therefore, the use of SNS to search for information or ideas should be encouraged. In addition, these findings prove that the vague belief that allowing SNS will increase the satisfaction of soldiers is not reasonable, suggesting that a careful approach is required to utilize functional SNS in the military.

The Effects of Elderly's Motivation for Participating in Ball Game on Social Support and Subjective Happiness

  • Kim, Whabok;Park, Sunmun
    • International journal of advanced smart convergence
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    • v.10 no.1
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    • pp.134-141
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    • 2021
  • The purpose of this study is to investigate the effect of the elderly's motivation to participate in ball games on social support and subjective feelings of happiness. The subjects of this study were elderly people aged 65 or older who lived in Gwangju in 2020 and participated in the ball game movement. Besides, 150 males, 150 females, and 300 total subjects were selected using the convenient sampling method. The survey tool focuses on the motivation for participation in ball game movement, social support, and subjective happiness, and the data collected using this are used for the SPSS 20.0 version, and use statistics are processed according to the purpose of analysis. The results obtained through this research process are as follows. First, it was found that the elderly's motivation to participate in ball game exercise partially affected social support. Second, it was found that the elderly's motivation to participate in ball game exercises had a partial effect on subjective happiness. Third, it was found that the elderly's social support partially affected the subjective feelings of happiness.

Effects of Learning Motivation on the Stress Coping Style and Stress of Test (학습동기가 시험 스트레스와 스트레스 대처 양식에 미치는 영향)

  • Jang, Chel;Lee, Eunhye;Cheon, Jisu
    • Journal of The Korean Society of Integrative Medicine
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    • v.2 no.2
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    • pp.89-96
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    • 2014
  • Purpose : In this study, we selected three research subjects to attempt to clear learning motivation of college students is what impact the stress coping style and stress test. First, age, gender, the future career after graduation, the presence or absence of part-time job is, its impact on learning motivation. Second, learning motivation is what effect the stress of the test. Third, based on the motivation of learning, how deal pursuing efforts form the social support, the center of the problem-solving approach, seeking to avoid the reaction to stress how different form. Methods : K University occupational therapy and one, two, three grade 100 students (male 22 people, female 78) to target age, sex, and after graduation, part-time status, motivation, stress, stress coping style questionnaire for distribution and was written. Results : First of all, women's social support form graduation course, more robust than pursue blank after the synchronization uncertainty and stress, and graduated from the trading center and avoid the use of career, more form. Second, motivation and stress test, a difference between the notice could not see. Third, the higher the motivation of learning, problem-solving, Action form to the center to use as many as you, but avoid using too much in the center form is addressed. Conclusion : As a result of the study that came out of the course after graduating from ensure that learning motivation is high, the more the uncertainty, the more to cope with stress in the center of the form to avoid form address was used. Because of this, the student careers after graduation, to make sure that can help you to compare efforts over is believed to be necessary.

Investigation of the Relationships Among Extrinsic Motivation, Intrinsic Motivation, and Attitude toward Online Community (내재적 동기와 외재적 동기가 온라인 커뮤니티에 미치는 영향)

  • Kim Jong-Weon;Kim Eun-Jung
    • Journal of Korea Society of Industrial Information Systems
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    • v.10 no.4
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    • pp.1-15
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    • 2005
  • This study investigates the relationships between extrinsic motivation (perceived usefulness), intrinsic motivation (perceived ease of use and perceived enjoyment), and attitude toward online community. With 252 valid responses, the research hypotheses are tested using by structured equation model. The results show that perceived ease of use affects perceived usefulness and perceived enjoyment, that perceived enjoyment has a positive impact on perceived usefulness and attitude toward online community, and that perceived usefulness positively influences attitude toward online community. The study can help IS managers and professionals plan their courses of action more effectively for users' continuous visits on online community.

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An Artificial Neural Network Model Approach to Predict Managers and Business Students Motivational Levels Using Expert Systems

  • 이용진;윤종훈
    • The Journal of Information Systems
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    • v.5
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    • pp.205-248
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    • 1996
  • Historically, the en-users' acceptance of the expert systems(ES) have generally been used as a proxy for the ES' implementation success by both practitioners and academicians. However, with regard to bank loan decisions, most loan officers approach the acquisition of an ES with apprehension. In order to overcome this skepticism, more research should focus on the behavioral aspects relate to systems acquisition and usage. This research applied Vroom's(1964) expectancy theory in an effort to predict end-users' motivation to use an ES in a bank loan decision context. Because human behaviors and judgements are nonlinear rather than linear functions, accurately predicting human behavior is very difficult. To increase the prediction power for end-users' motivation to use an ES in a bank loan decision context, this research used an artificial neural network (ANN) model. In this research, an attempt was made to evaluate adequacy of the surrogates by analyzing differences between real bank loan officers and student surrogates in applying expectancy theory to estimate bank loan officers' motivation to use ES in a bank loan decision context.

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Changes in Academic Motivation, Learning Strategy Use, and Test Scores by Private Tutoring Hours (사교육 시간에 따른 학습동기, 학습전략 사용 및 학업성취도의 변화)

  • Yoonkyung Chung ;Minhye Lee ;Yeon-kyoung Woo ;Mimi Bong ;Sung-il Kim
    • Korean Journal of Culture and Social Issue
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    • v.16 no.2
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    • pp.103-124
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    • 2010
  • The purpose of the present study was to examine the relationships among private tutoring hours, academic motivation, use of learning strategies, and academic achievement test scores using structural equation modeling. The sample consisted of 3,607 7th graders from Korean middle schools who were included in the Korean Education Longitudinal Study. The results suggest that there was no evidence that the private tutoring hours predicted students' motivation and learning strategy use. It was found that the private tutoring hours predicted achievements in English and Math, but it was negligible in magnitude. As for achievement test scores, academic motivation and the use of learning strategies played more critical role rather than the private tutoring hours.

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