• The Journal of Information Systems
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• v.16 no.3
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• pp.133-159
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• 2007

The primary purpose of this study is to examine the effects of perceived characteristics on user satisfaction and continuous usage intention in personal communities. We developed a research model based on the literature reviews of personal communities, TAM, perceived risks, and satisfaction. The research model includes perceived playfulness, perceived ease of use, perceived usefulness, and perceived risk as perceived characteristics in personal communities. For validation of this theoretical model, we survey the users of 'Mini-hompy', one of the most popular personal communities in Korea. The research model was empirically verified by structural equation model analysis with data collected from 407 samples. Analysis of the results indicates that perceived ease of use is positively related perceived playfulness and perceived usefulness. Perceived playfulness, perceived ease of use, and perceived risks are significantly related to satisfaction. User's satisfaction has positive relationship with continuous usage intention in personal communities.

• Journal of Digital Contents Society
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• v.18 no.5
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• pp.869-879
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• 2017

This study identifies the effects of HTML5 service quality on the use intention of smart learning and present the policy implications through empirical studies. This study select assurance, reliability, tangibles, responsiveness, empathy as independent variables of HTML5 service quality and also select perceived usefulness, degree of perceived ease of use as parameters and select use intention of smart learning as dependent variables. The control variables such as learning devices, service, learning place, use age, use times are adapted. As a result of analysis by applying the structural equation model, it was estimated that the reliability of HTML5 service quality, tangibles affect negatively on perceived ease of use, but reliability, assurance, tangibles, empathy, responsiveness of HTML5 service affect positive impacts on perceived usefulness, and also certainty, empathy, responsiveness was identified as positive impacts on the perceived ease of use. It was proven that perceived ease of use effect positive on the perceived usefulness and also usefulness or ease to use have positive effects on the usage intention of users.

• The Journal of Information Systems
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• v.14 no.2
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• pp.101-132
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• 2005

There is a need for research to identify the integrated, rather than fragmented, factors that determine users' acceptance of Internet shopping. Using the newly revised technology acceptance model (TAM) as a theoretical framework, this study investigates the effect of a set of information systems quality (information quality and system quality) and trust on intention to use Internet showing through perceived ease of use and perceived usefulness. Using structural equation modeling, the results strongly support the utilization of TAM in predicting users' intention to use Internet shopping, and demonstrates the effects of critical external variables on behavior intention through perceived ease of use and perceived usefulness. Systems quality such as response time, accessibility, and usability has significant effects on perceived ease of use of Internet shopping. Futhermore, trust has also a significant effect on perceived usefulness, perceived ease of use, intention to use Internet shopping, and actual usage of Internet shopping. Based on these results, this study suggests managerial implications of new Internet shopping strategies, focusing on the integration of information systems quality and trust in order to achieve sustainable competitive advantage in Internet shopping.

• Journal of Information Technology Services
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• v.21 no.6
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• pp.1-19
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• 2022

This study empirically analyzed the effects of immersion and self-efficacy on the intention to continuously use realistic media. To this end, we used an extended technology acceptance model that includes not only the perceived ease of use and usefulness, but also the perceived joy as important factors. We collected data from 595 participants through an online questionnaire survey and tested the research model using a covariance-based SEM. As a result, we found that a user's immersion significantly increased perceived usefulness, ease of use, and joy of realistic media; and self-efficacy increased perceived usefulness and ease of use. Although the effect of perceived usefulness was relatively stronger than that of perceived joy, we found that the effect of perceived joy on the intention to use was also quite large. The effect of perceived ease of use on intention to use was found to be completely mediated by perceived usefulness and joy. In addition, the differences according to the types of media were tested by comparing two groups: augmented reality and virtual reality. The effects of perceived ease, usefulness, and joy on the intention to use were very similar regardless of the type of immersive media. However, it was found that self-efficacy increases usefulness only in augmented reality. Based on our findings, we have discussed the implications of our study, as well as the scope for future research.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.147-156
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.94-104
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• 2012

A research model was created in order to explore the factors on use intention based on Technology Acceptance Model and considered factors of Mobile-Blog Characteristics (Participation, Sharedness, Immediacy) and factors of Mobile-User Characteristics(Innovativeness, Familiarity). With 165 people as specimens for empirical analysis, The results were as follows: first, factors of Mobile-Blog Characteristics had a positive influence upon Perceived Ease of Use and Perceived Usefulness. second, factors of Mobile-User Characteristics had a positive influence upon Perceived ease and Perceived usefulness. third, Perceived ease had a positive influence upon Perceived usefulness and Perceived ease and Perceived usefulness had a positive influence upon use intention. This study suggested the strategic implications to promote customers use intention after analyzing the critical factors that mobile-blog made influence on them.

• The Journal of Korean Association of Computer Education
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• v.18 no.1
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• pp.55-68
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• 2015

The purpose of the study is to examine a structural relationship among mobile self-efficacy, mobility, perceived ease of use, perceived usefulness, and intention to use of a mobile learning service using technology acceptance model. The result revealed that mobile self-efficacy, mobility had a direct effect on perceived ease of use. Second, mobile self-efficacy, mobility, perceived ease of use had a direct effect on perceived usefulness. Third, mobile self-efficacy, mobility, perceived usefulness had a direct effect on intention to use of a mobile learning service. However, perceived ease of use did not have a effect on behavioral intention of mobile learning service.

• Journal of Broadcast Engineering
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• v.20 no.1
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• pp.48-56
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• 2015

This study looks deep into how user's individual personality and his or her media experiences affect perceived usefulness and perceived ease of use about UHDTV based on Technology Acceptance Model using survey methodology. This study also focuses on how the purchase intention of terminal equipments and the willingness to pay for UHD contents will make different choices. The result of this study shows that, whether user is an exhibitionist or not or has frequently encountered a big screen, these factors affect both the perceived usefulness and the perceived ease of use about UHDTV. When user is an exhibitionist with more experience with big screens, it was clear that user tended to choose UHDTV with higher perception of usefulness and ease of use about UHDTV. This study also implies that when supplying the next generation broadcasting service, it is needed to consider the users' perceived usefulness and ease of use about UHD as well as the individuals' media experiences and characteristics.

• Journal of Fashion Business
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• v.16 no.4
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• pp.46-63
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• 2012

This research purposed to the conceptual model with integrates the expanded task technology fit theory(TTF) and technical acceptance model(TAM) for the effect of the motivational factor of the consumer characteristics in the used the fashion mobile commerce. To fulfill the study objectives, a total of 432 questionnaires were conducted to the customers with first-hand experience with merchandise in mobile commerce. The judgement sampling method was employed on sample population ages from 20s to 30s over two month period. Based on the results of the above-mentioned path analysis, The result showed that First, the utilization experience was adopted as the have the notes effect in the and information acquisition fit, support fit, quality fit, perceived ease of use. and the innovativeness was adopted as the have the notes effect in the information support fit, perceived trust, perceived ease of use. and the self-efficacy was adopted as the have the notes effect in the and information quality fit, perceived usefulness, perceived ease of use. Second, the information acquisition fit, support fit were adopted as the have the notes effect in the perceived trust, perceived usefulness, perceived ease of use. and the information quality fit was adopted as the have the notes effect in the perceived trust, perceived usefulness. Third, the appeared similar effect which considers from all relationships such as perceived trust, perceived usefulness, perceived ease of use, acceptance attitude and purchase intention.

• Journal of Information Technology Services
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• v.9 no.3
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• pp.25-43
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• 2010

The speed and magnitude of mobile phone adoption is a recent worldwide phenomenon akin to those of the television in the middle of the 20th century and the Internet in the late 20th century. During the 2000s, mobile phone adoption was exploded and subscriptions reached 3 billion around the globe. Korea and Japan have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G with over one-third of customers in both markets subscribing to 3G services. The purpose of this article is to explore the cultural similarities and differences associated with mobile mail by presenting findings from a cross-cultural comparison of perceptions and uses of the technology. The results of the study are as follows：Of the characteristics that make up the mobile text-messaging service in Korea, a person's perceived ease of use and perceived enjoyment was found to have a positive effect on use attitude. Among the characteristics that make up a person's perceived ease of use, perceived enjoyment was found to have a positive effect on use intention. And use attitude was found to have positive effects on use intention. But, of the characteristics that make up the mobile text-messaging service in Japan, a person's perceived usefulness, perceived ease of use and perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics that make up a person's perceived usefulness, perceived ease of use and perceived enjoyment were found to have a positive effect on use intention. And use attitude was found to have positive effects on use intention. This study contributes to telecommunications research by delineating the various stimuli to consider for successful technology acceptance in a global setting, which can account for differential impacts across regions. The findings of this study can assist telecommunications operators in formulating an effective region-specific strategy when launching a wireless data service in a particular environment.