• Asia-Pacific Journal of Business
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• v.9 no.4
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• pp.181-199
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• 2018

The purpose of this study is to verify the extended technology readiness and acceptance model according to the characteristics of technology for the continuous use motive of SNS users. In particular, we conducted a comparative study on the differences in technology readiness and acceptance model between countries through the empirical analysis of the users of SNS in Korea and China with different technological and cultural environments. The results of this study are as follows; First, Positive technology readiness index has a positive effect on performance expectancy, effort expectancy, social influence, and facilitating conditions, which are variables of UTAUT. Positive technology readiness also has a positive effect on Enjoyment, which is added in this study. Second, negative technology readiness index has negative effect on performance expectancy and social influence, which are variables of UTAUT. In addition, negative technology readiness index has not a significant effect on enjoyment, which was added in this study. Finally, the relationship between technology readiness index, motivation for technology acceptance, and continuously intention to use has a partially different influence on the Korean and Chinese users. Based on the results of this study, this study suggested academic implications and practical implications.

• Asia Marketing Journal
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• v.18 no.2
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• pp.25-44
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• 2016

This research was implemented by using TRAM model. An existing research (Ok 2011) which dealt with technology readiness and social commerce at once had only asked consumers' attitude on 'general technology'. This research, however, has specifically focused on Social Network Service and mobile social commerce. Research hypotheses and research model were developed and tested by using 610 consumer survey data. It was found that individual's positive/negative technology readiness has a direct influence positively/negatively on perceived ease of use and perceived trust respectively. Also their positive and negative technology readiness has an indirect influence positively/negatively on perceived usefulness. Thus someone's positive and negative attitude on SNS has a different direction towards the perception of mobile social commerce. Perception on mobile social commerce depends on their attitude (positive or negative) concerning SNS. Managerial implications and limitations of the study were also discussed.

• The Journal of Society for e-Business Studies
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• v.16 no.4
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• pp.155-172
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• 2011

The purpose of this study is to examine factors affecting an individual's acceptance of mobile banking, which is a typical example of smartphone based self-service. We derive three personal traits(positive technology readiness, negative technology readiness and individual's expertise) as antecedent variables that affect intention to use mobile banking from previous studies, and adopt a technology readiness and acceptance model(TRAM) to investigate factors that determine an individual's intention to use mobile banking. TRAM, which integrates technology readiness index(TRI) into the technology acceptance model (TAM) in the context of consumer adoption of e-service systems, is adopted to examine personal traits influencing on the factors forming the attitude of mobile banking. The new findings of this study are as follows. First, individual's expertise and positive technology readiness(ptr) have significant effect on both perceived usefulness and perceived easy of use. However, negative technology readiness(ntr) has significant effect on only perceived easy of use.

• Journal of Information Technology Services
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• v.22 no.4
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• pp.1-19
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• 2023

This study is a study on the effect of technical readiness factors on counselors' intention to use when applying AICC. AICC counselors experience improved customer service and emotional stability by receiving various monitor notification window services based on artificial intelligence algorithms such as customer counseling history, prohibited word control system, and customized counseling system. Accordingly, this study tried to verify using factors derived from technology readiness theory and technology acceptance theory among the factors affecting the intention to continue using AICC provided to counselors. To verify the research hypothesis, the causal relationship between variables such as Optimism, Innovativeness, Discomfort, Insecurity, and Technology Acceptance Theory, such as Team Support, Ease of Usage, and Innovation Resistance, was verified. As a result of empirical analysis, first, it was verified that Optimism has a positive (+) effect on Team Support and Ease of Usage, and Discomfort and Insecurity have a negative (-) effect on Ease of Usage and Team Support. Second, it was confirmed that Team Support and Ease of Usage had a positive effect on the Intention to use AICC. Based on the above empirical analysis results, the concepts of Technical Readiness were clearly proved, and in practical terms, AICC helped inquiry, quality evaluation, recording, and management of counseling history, ultimately increased corporate work efficiency.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.21 no.4
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• pp.71-76
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• 2013

This paper seeks to investigate the effect of technology readiness on the usage of smart entry service. The questionnaires were distributed to passengers who were experience with smart entry service and structural equation modeling was utilized to analyze the data. The results revealed that optimism had a positive impact on perceived usefulness and insecurity had a negative effect on perceived enjoyment. Perceived ease of use had a positive impact on perceived enjoyment, perceived usefulness and intention to use. In addition, perceived usefulness had a positive impact on intention to use. The results from this paper can be used as basic knowledge for developing the smart entry service activation plan.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.11 no.8
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• pp.4162-4179
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• 2017

The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to User Experience (UX) sports smart wearable devices by applying Technology Readiness (TR) and Unified Theory of Technology (UTAUT). Research survey targeted on users of golf smart devices in Seoul. A total 534 questionnaires were collected and used for testing hypotheses. Methods to analyze the data included frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling in accordance with the purpose of the study by using SPSS and AMOS. The results are as follows; First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy. Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior. Thus it became crucial to identify the difference in acceptance intention models per each products are as follows. Positive TR of golf-related mobile application users has a positive effect on both technology acceptance belief and acceptance intention, whereas negative TR has no statistically significant effect on technology acceptance belief nor acceptance intention.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.191-199
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• 2015

The purposes of this study are to examine the predictability of variables related to SNS intention to use in collaborative learning and provide some new implications. Based on Technology Readiness and Acceptance Model (TRAM), we hypothesized that optimism, innovativeness, discomfort, insecurity as personal disposition variables, subjective norm as a social variable, and perceived usefulness and perceived ease of use as cognitive variables would predict SNS intention to use. For this study, 274 'Share Leadership' students in E university completed surveys and it was analyzed by multiple regression analysis. The results of this study showed as follows. First, optimism, innovativeness, discomfort, and subjective norm predicted perceived ease of use. Second, optimism, insecurity, subjective norm and perceived ease of use predicted perceived usefulness. Third, subjective norm, perceived ease of use and perceived usefulness predicted SNS intention to use. From this, it is revealed that positive technology readiness predict much more than negative technology readiness do and the role of teacher and peers is very important.

• Fashion & Textile Research Journal
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• v.25 no.1
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• pp.11-23
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• 2023

With the proliferation of the "Untact" culture (non-face-to-face society), advanced technologies have accelerated the cashierless systems in the retail context. Cashierless fashion stores are expected to grow rapidly in the same way automated convenience stores grew in popularity. Applying the extended technology acceptance theory, this study aims to investigate how the attributes of cashierless fashion store influence consumers' acceptance of it and to examine how consumer's technology readiness moderates the model. Two online surveys-preliminary and secondary-were conducted to collect data from consumers in their 20s and 30s who had experienced cashierless stores over the past year. To analyze a total of 423 responses, this study conducted a confirmatory factor analysis, a multi-group factor analysis, a multi-group structure equation modeling, and a descriptive analysis. The results demonstrate that convenience, trustworthiness, and price had a positive impact on perceived ease of use, while service quality had a negative one. Enjoyment, convenience, trustworthiness, and price positively influenced perceived usefulness. Both perceived ease of use and usefulness increased the intention to use. Furthermore, the multi-group comparison confirmed that the positive dimensions of consumer's technology readiness played a moderating role in the model. This study provides a research foundation for consumer acceptance of technologically advanced stores and offers practical implications to companies planning cashierless fashion stores.

• The Journal of Industrial Distribution & Business
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• v.8 no.7
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• pp.39-49
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• 2017

Purpose - There are common factors both in Technology Readiness and Acceptance Model and Technology Paradox Theory which can be put together and made in one unified model. The unified model can provide the following merits. First, the unified model is simple but contains factors of the models. Second, the unified model can clarify the process of technology acceptance of common consumers. Third, the unified model can provide the opportunities to analyze the negative sides of new technology, thus find ways to improve the level of acceptance by general consumers. Research design, data, and methodology - The 450 questionnaires were handed out to people around Seoul and 421 were collected. Except insincere and wrong-marked ones, 402 were used to analyze. SPSS program was used to analyze. Factor analysis, regression analysis was conducted to test the hypotheses. Results - By analyzing sub-factors of both models and binding the common factors in one category, we accomplish one model. And we tested the model by empirical method. The results show that the results from the unified model are almost same as the results from the two models. In other words, the unified model works. Conclusions - Explaining one state of affair by two different method is in some sense distracting attention. By devising a new model including factors of both models, we can explain the affair more straightforward and efficiently. At first the technology acceptance model was devised to explain the technology users in an organization and the following tests and revised models were for the similar purposes. However, as on-lone activities including contracts have been expanded and become important, consumers as the technology uses have emerged as first factor to consider. In accordance models to explain this situation has been suggested. The model suggested in this research is one of the models but it has the following merits. That is, it is simple but has strong explanation power, it can clarify the process of technology acceptance of common consumers by containing negative sides of consumer conception, and thus, it can provide the opportunities to analyze the negative sides of new technology, also find ways to improve the level of acceptance by general consumers.

• Journal of Industrial Convergence
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• v.22 no.1
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• pp.117-125
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• 2024

The purpose of this study is to investigate the impact of airline customers' technology readiness on TBSS quality and intention to use. Data were collected from 153 outbound customers waiting for kiosk self-check-in and self-bag drop. For data analysis, CFA and correlation analysis were conducted to test reliability and validity, and the hypothesis was tested using SEM. The results are as follows. Among the technology readiness factors, optimism and innovativeness were found to have a significant positive effect on TBSS quality. Discomfort was found to have no effect on TBSS quality, and insecurity was found to have a significant negative effect on TBSS quality. Second, TBSS quality was found to have a significant positive effect on intention to use. Third, optimism and innovativeness were found to have a significant positive effect on intention to use, while discomfort and insecurity had no effect. Therefore, optimism and innovativeness are important to improve TBSS quality and intention to use.