• 디지털산업정보학회논문지
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• 제8권3호
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• pp.185-198
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• 2012

This paper is to analyze consumer's acceptance phase of innovative IT product on the ground of dividing into product and application phase. In the acceptance phase of product determinants to consumer's satisfaction were analyzed and TAM(Technology Acceptance Model) were applied to the acceptance phase of application. It is analyzed that how well expected usefulness and perceived satisfaction to product have positively influence its performance and perceived satisfaction respectively in the acceptance phase of the product. In the acceptance phase of application, factors to consumers' satisfaction were analyzed to investigate its influence to the usefulness of application. Usefulness expectancy to the application and product were analyzed to figure out consumers'intention to use the product and effort and cost going into application use were also analyzed. Empirical study was implemented aimed at smart phone users. As a result, perceived usefulness expectancy to product have positively influence on perceived product performance and perceived product performance also affects perceived product satisfaction significantly. Although product satisfaction doesn't affect usefulness expectancy to the application, usefulness expectancy to the product and perceived product performance have positively influence on usefulness expectancy to the application significantly. And also usefulness expectancy to the both of application and product have positively influence on consumer's intention to use the product but consumer's effort and cost going into application doesn't affect to it, it's hold forth the possibility that consumer's effort affect consumer's intention to use the product.

• 한국전자거래학회지
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• 제19권4호
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• pp.169-193
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• 2014

본 연구는 소비자들이 스마트폰 의료서비스를 사용하는데 영향을 미치는 심리적인 요인을 분석하여 스마트제품의 서비스 개발을 위한 운영방안을 도출하고자 하였다. 이를 위해 본 연구에서는 안정지향적 성향, 성과지향적 동기성향, 지각된 사용 유용성과 사용 용이성, 지각된 비용, 사용태도, 사용의도 간의 인과관계를 기술수용모형을 사용하여 규명하였다. 이 모형의 가설검증을 위해 구조방정식 통계분석을 하였다. 결과는 첫째, 안정지향적인 성향은 스마트폰 의료서비스에 대한 유용성에 유의적인 정(+)의 영향을 주었지만, 사용 용이성과 비용에는 유의한 영향이 없었다. 둘째, 성과지향적인 성향은 스마트폰 의료서비스에 대한 사용 용이성과 비용에 유의적인 정(+)의 영향을, 반면 유용성에는 유의한 영향이 없었다. 셋째, 스마트폰 의료서비스의 유용성, 사용 용이성, 비용은 사용태도에 유의적인 정(+)의 영향을, 넷째, 스마트폰 의료서비스의 사용태도는 사용의도에 유의적인 정(+)의 영향을 미쳤다. 따라서 본 연구는 개인의 동기성향의 차이가 사용자 행동의도의 선행변수로서 가능성을 실증하였다는데 의의가 있다.

• 한국IT서비스학회지
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• 제20권2호
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• pp.13-31
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• 2021

Recently, delivery app services based on the O2O platform are increasing rapidly. Accordingly, various studies on O2O service have been conducted. Most of the studies are on consumer behavior in O2O services, and few studies on platform vendors have been conducted. Therefore, this study empirically analyzed the factors affecting the vender's intention to continuous use in the O2O delivery app platform service. Based on prior researches, we set the quality characteristics and network characteristics of the O2O platform as independent variables. The quality characteristics of the O2O platform consisted of system quality, information quality, and service quality, and the O2O platform network characteristics consisted of network externality and platform reputation. Perceived value and switching cost were set as mediated variables, and vender's intention to continuous use was set as dependent variables. For empirical analysis, we conducted a survey targeting vendors of O2O delivery app platform service, and conducted frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result of the analysis, the quality characteristics of the O2O platform, such as system quality, information quality, service quality, and O2O platform network characteristics, showed that network externality and platform reputation had a positive effect on perceived value. The perceived value was found to have a positive effect on the switching cost and the intention to continuous use, and the switching cost was found to mediate the perceived value and the intention to continuous use. This study can contribute to the establishment of platform operation strategy as an empirical analysis on the factors that influence the intention of O2O platform vendors to use the platform continuously.

• 인터넷정보학회논문지
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• 제21권6호
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• pp.113-121
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• 2020

The era of "ownership" has gone, and the era of "subscription" has come. While traditional manufacturing and service industries are struggling with the fall of earnings rates, subscription-based businesses are showing high growth rates. Although subscription-based online services (SOS) are rapidly growing in the retail market, few studies have investigated factors that affect the decision of consumers to use SOS. Therefore, this study aims to identify factors that enable predicting consumers'attitudes and intentions toward SOS and to empirically verify the factors. As a result of the study, usefulness, enjoyment, and cost advantages were shown to have positive effectson perceived value, and usefulness, technicality, and cost advantages were shown to have positive effects on attitudes. In addition, perceived value was shown to have positive effects on attitude, and perceived value and attitudes were shown to have positive effects on acceptance intentions. The fact that the strategic directivity for successful introduction and diffusion of SOS was presented by identifying the predictor variables for the acceptance of SOS through this study can be said to be the significance of this study.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.509-514
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• 2007

Most of the IS continuance research has assumed that IS use is activated by an intention to use, which in turn is determined by the evaluation of IS usage. Perceived usefulness is one of the evaluation variables most widely used. Typically, the past studies adopt this perceived usefulness because it views continuance as an extension of acceptance behavior. However, the literature on interpersonal relationships suggests that individuals are motivated to maintain relationships either because they genuinely want to or they believe they have no other option. The former is referred to as dedication-based relationship maintenance and the latter as constraint-based relationship maintenance. The IS continuance can be considered as the relationship maintenance situation with the existing IS that the user is currently using. The belief constructs previously used in IS continuance researches fall into the category of dedication-based ones. Additional constraint-based belief constructs are needed to explain the IS continuance behavior. In this regard, switching cost represents an important avenue for better understanding and predicting customer retention in that it can be regarded as the constraint-based motivation for relationship maintenance or IS use continuance. For an empirical exploration, 275 samples were collected from the users of a web portal site. Data analysis using Structural Equation Modeling (SEM) shows that perceived usefulness shows a significant direct effect on continuance intention while perceived switching cost significantly affects continuance usage.

• 간호행정학회지
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• 제17권4호
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• pp.432-442
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• 2011

Purpose: The purpose of this study was to identify the factors influencing the intention of the reuse in patients admitted in university hospital emergency medical center. Method: The participants were 253 patients admitted to a niversity hospital emergency medical center. Data were collected with self-administrated questionnaires and analyzed by hierarchical multiple regression. Results: Patient satisfaction with nursing care service and switching cost were positively correlated with reuse by patients while the perceived risk was negatively correlated. As levels of satisfaction with nursing care services and switching cost increase, intention of reuse increases. Satisfaction with nursing care service, switching cost and perceived risk in emergency medical center influence intention to reuse and explain 68.8% of total variation of intention to reuse. Conclusion: Findings provide strong empirical evidence for importance of atient satisfaction with nursing care service, the switching costs and the perceived risk in explaining the intention of reuse an emergency medical center.

• 한국컴퓨터정보학회논문지
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• 제21권9호
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• pp.113-119
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• 2016

In this paper, a research model is proved empirically which includes factors related on the purchase intention of smart car as high innovative product in advance of commercialization. As one of relating to consumer's expectation benefit factors, individual attribute factor includes product knowledge, individual innovativeness, and sociality. Consumer's expectation benefit factor includes perceived ease-of-use, usefulness, and enjoyment. As of switching cost variables, there are financial, uncertainty, relational and psychological switching costs factors. Analysis were performed using data from the 257 respondents as random sampling among potential consumers. Purchase intention were affected by individual innovativeness mediated by perceived enjoyment, and individual sociality by perceived ease-of-use and enjoyment also. Relational switching costs factor was only a significant control variable between purchase intention with consumer's expectation benefit factor. This result presents some implications for making the new smart car's detail concept and marketing strategy related to targeting the consumer as high innovative product and technology firms including smart car makers.

• 벤처혁신연구
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• 제6권1호
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• pp.1-16
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• 2023

4차산업혁명의 진전과 코로나19 팬데믹으로 인하여 구독경제가 급격히 확산 되고 있다. 특히 제품의 서비스화가 진전되면서 구독경제는 더욱 확대될 것으로 보인다. 본 연구에서는 이러한 구독경제의 확산을 위해 소비자 관점에서 이를 촉진하는 요인과 방해하는 요인에 대해 실증적으로 분석하고자 했다. 이를 위해 품질에서 만족, 충성도, 성과로 이어지는 매커니즘을 밝힌 SPC(Service Profit Chain) 모델을 토대로 혜택 요인과 희생 요인을 함께 다루고 있는 VAM(Value-based Adoption Model)의 framework을 결합하여 연구 모형을 도출하였다. 혜택 요인으로 유용성과 편의성을, 희생 요인으로 인지된 위험과 인지된 비용을 도출하였다. 이러한 요인들이 이용 만족도와 지속 이용 의도에 미치는 영향을 분석하였다. 실증 분석을 위해 구독경제 이용 경험이 있는 사람들을 대상으로 설문조사를 실시하였으며, 유효한 300부를 분석하였다. 분석은 AMOS 24를 활용하여 구조방정식으로 하였다. 실증 분석 결과 편의성은 이용 만족도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 인지된 위험과 인지된 비용은 이용 만족도에 부(-)의 영향을 미치는 것으로 분석되었다. 반면, 유용성은 이용 만족도에 유의한 영향을 미치지 않는 것으로 나타났다. 이용 만족도에 영향을 미치는 영향력의 크기는 인지된 비용, 편의성, 인지된 위험 순이었다. 이용 만족도는 지속 이용 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 학술적인 차원에서 기존의 검정된 모형을 결합하여 그 유효성을 검정하므로서 연구의 지평을 넓혔고, 실무적 차원에서는 인지된 비용이 여전히 중요한 요인임을 검정하였다는 점에서 의의가 있는 것으로 사료 된다.

• Journal of Information Technology Applications and Management
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• 제20권1호
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• pp.67-85
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• 2013

The emergence of RFID markets and development of various RFID-embedded mobile devices has brought fundamental changes to our lives. As the availability of RFID readers and tags that are implanted in smart phones and table PCs increases, information on RFID-affixed objects can be tracked wirelessly and this had open possibilities for B2B businesses to be run like B2C businesses. However, given the popularity of the RFID markets, there is limited research in this area. This paper serves to develop an extended technology acceptance model by Mobile RFID characteristics (perceived cost, security, instant connectivity, context awareness, and result demonstrability) examines the determinant factors that cause the acceptance of mobile RFID. To do so, the study conducted a survey targeting smart phone users and used the PLS path modeling, one of the structural equation models to verify the significance of research hypothesis. As a result, perceived cost, instant connectivity, context awareness, and result demonstrability turned out to have a real effect on intention to use mobile RFID by means of perceived usefulness and perceived ease of use. Security turned out to have a partial effect on intention to use mobile RFID by means of perceived usefulness or perceived ease of Use.

• 품질경영학회지
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• 제45권3호
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• pp.583-594
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• 2017

Purpose: The purpose of this study is how personal information protection risks affect the intention to use domestic smart banking services. VAM(Value based Adoption Model) model is validated as a theoretical background, selecting ease of use, usefulness and perceived security as a benefit factor, and considers perceived cost, technical complexity, and risk of personal information leakage as a sacrifice factor. Methods: The method of this study used questionnaire survey to collect 365 data on suer's perception on smart banking services, and also performed a structural equation modeling method using by AMOS 23. Results: The result of this paper shows that all hypothesis are accepted statistically significant except 1 hypothesis. Conclusion: This research is concluded that perceived value is affected on statistically positive impact on ease of use, usefulness and perceived security, and negative impact on perceived cost and risk of personal information violation, not statistically technical complexity.