• 한국콘텐츠학회논문지
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• 제17권5호
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• pp.440-448
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• 2017

본 연구는 모바일 배달 어플리케이션 서비스에 대한 사용자의 개인적 특성이 이용의도에 미치는 영향요인을 확인하고 검증하였다. 이를 위해 기술수용모델(TAM)을 연구모형으로 채택하고, 모바일 배달 어플리케이션 사용자 300명을 대상으로 설문조사를 실시하였다. 연구결과, 먼저, 개인혁신성은 인지된 용이성과 인지된 유희성에, 자기효능감은 인지된 용이성에 긍정적인 영향을 미치는 것으로 나타났다. 다음으로, 인지된 용이성은 인지된 유용성과 인지된 유희성에 긍정적인 영향을 미치는 것으로 나타났으며, 인지된 유용성과 인지된 유희성은 이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 개인혁신성과 자기효능감은 서비스 이용의도에 유의한 간접효과가 있음을 검증하였다. 본 연구는 향후 모바일 배달 앱 서비스 개발에 있어 사용자의 개인적 특성과 서비스에 대한 인식을 고려한다면, 사용자의 자발적이고 지속적인 사용을 유도할 수 있음을 시사한다.

• 디지털융복합연구
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• 제18권5호
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• pp.105-114
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• 2020

본 연구는 OTT 서비스 이용자들을 대상으로 유료지불의사에 영향을 미치는 요인을 탐색하였으며, 주요 결과는 다음과 같다. 첫째, OTT 서비스 이용자들의 지각된 유용성은 이용만족에 정적 영향을 미치는 것으로 나타났다. 둘째, OTT 서비스 이용자들의 지각된 유희성은 이용만족에 정적 영향을 미치는 것으로 나타났다. 셋째, OTT 서비스 이용자들의 지각된 비용은 이용만족에 정적 영향을 미치는 것으로 나타났다. 넷째, OTT 서비스 이용자들의 지각된 유용성은 유료지불의사에 정적 영향을 미치는 것으로 나타났다. 다섯째, OTT 서비스에 대한 이용만족은 유료지불의사에 정적 영향을 미치는 것으로 나타났다. 결론적으로 OTT 서비스 이용자들의 지각된 유용성, 지각된 유희성, 지각된 비용은 이용만족을 높이며, 지각된 유용성과 이용만족은 유료지불의사를 예측하는 핵심요인이라는 사실을 확인하였다. 본 연구는 OTT 서비스 이용자들의 유료지불의사를 예측하고 설명할 수 있는 경로를 밝혔다는 점에서 의의가 있을 것이다.

• 한국정보시스템학회지:정보시스템연구
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• 제22권1호
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• pp.65-87
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• 2013

The development and expansion of communication technology in the field of information technology (IT) have changed the method and culture of communication, mediating communication among people. In particular, since social network service (SNS) has the attributes of information delivery and processing, it has a more powerful dissipating effect and influence than other existing communication methods. The role of users in SNS is important because it has the communication structure of producer-consumer, which consists of sharing, connection and participation of users. In this line, the purpose of this study is to investigate the intention for continued use of SNS by user ability. In order to explain the motivation and behavior for continued use of SNS by users, this study employed the motivation theory and post-adaptation model. The study applied 'media literacy' to the characteristics of SNS media and environment and expanded it into the concept of 'SNS literacy' to identify the moderating effect by user ability. Referred to as 'user's ability that is required to use SNS,' the SNS literacy was verified for its moderating effect with the three sub-dimensions: 'technical accessing ability,' 'understanding ability' and 'creative ability.' The major findings of this study are as follows. First, the perceived usefulness and playfulness were found to have a significant effect on the intention for continued use of SNS, showing the same result with previous studies on technology acceptance. In other words, usefulness and playfulness are variables with an explanatory power in the SNS environment as well. Second, the conceptualization of SNS literacy with accessing ability, understanding ability and creative ability was found to be valid. Third, it was verified that there was a significant difference in the SNS literacy between perceived usefulness and continued use, indicating that users with higher ability respond sensitively to usefulness and affect continued behavior. The moderating effect of SNS literacy was also verified in the relationship between perceived playfulness and intention for continued use. The results above confirm the difference in post-adaptation behavior of individuals, and are expected to provide several implications.

• 디지털산업정보학회논문지
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• 제12권2호
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• pp.61-72
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• 2016

The objective of this study is to investigate the determinants of the intention of continued Instagram usage. For this study, we used a self-administered survey questionnaire in which all of the scales were adapted from the previous literature. In this paper, we introduce a research model that consists of three antecedents (perceived usefulness, perceived playfulness, and customer satisfaction) that were thought to cause the intention of continued Instagram usage. The data were collected from 150 Instagram users. In order to validate the proposed research model, we used the SmartPLS 2.0. We used a two-step approach, recommended by Anderson and Gerbing(1988), that comprises a measurement model and structural model. The results showed that two antecedent factors (perceived usefulness and perceived playfulness) had a significant impact on customer satisfaction, which then causes the intention of continued usage. This study highlights the importance of the moderating effect of gender. Based on the results, this study proposes useful implications for Instagram stakeholders.

• 한국콘텐츠학회논문지
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• 제10권9호
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• pp.318-326
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• 2010

스마트폰은 휴대폰과 PDA의 결합으로 볼 수 있는 정보기술로서 전화, 단순한 정보처리, 인터넷 검색 등 다양한 기능을 가지고 있다. 스마트폰처럼 새로운 정보기술이 등장하는 경우, 이의 사용에 영향을 주는 요인을 찾는 것은 제품 제조업체와 서비스 제공 사업자 및 서비스 연구자에게 있어 매우 중요하며 흥미로운 주제이다. 본 논문에서는 최근 등장한 스마트폰의 사용자 채택의도에 영향을 미치는 요인을 규명한다. 이를 위해 정보기술의 수용 및 사용 형태를 설명하는데 매우 유용한 모형으로 알려진 기술수용모형에 기반을 두고 여기에 지각된 유희성을 추가하여 기술수용모형을 확장하고 실증적으로 분석한다. 설계한 연구모형은 구조방정식모형을 사용하여 검증한다. 검증결과는 스마트폰의 채택의도에 지각된 유용성과 지각된 용이성은 물론 지각된 유희성도 유의한 영향을 미치는 것을 보여 주고 있다. 이는 다양하고 유용한 애플리케이션과 사용이 쉬운 인터페이스를 제공하고 이를 통해 사용자에게 즐거움을 주는 것이 스마트폰의 채택의도를 높인다는 것을 암시한다.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2008년도 춘계학술대회
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• pp.157-179
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• 2008

This study demonstrates some major traits of digital contents as information, playfulness, individuality, perceived recognition as perceived usefulness and perceived ease of use, relationship quality as satisfaction and commitment, user behavior as use intention. To make an empirical analysis the study, it is hypothesized that traits of digital contents and perceived recognition, traits of digital contents and relationship quality, perceived recognition and relationship quality, relationship quality and user behavior. Proposed theoretical model was based on TAM and was tested by the structure equation model for validity, credibility, goodness of fit. The major finding of this study can be summarized as follows, traits of digital contents are positively affected by perceived recognition, satisfaction in relationship quality and use intention via perceived recognition. Theoretical implication of this study are as follows. First, users wanted to choice only needed information. Second, users recognized digital contents as a part of life. So, user's ability is very important in this environment. According to this, business related with or interested in digital contents must have developed digital contents in variety aspect. Users must have concerned using digital contents, also.

• 한국의류학회지
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• 제43권5호
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• pp.725-741
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• 2019

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

• 한국의류학회지
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• 제44권4호
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• pp.639-656
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• 2020

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

• 한국IT서비스학회지
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• 제13권4호
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• pp.255-273
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• 2014

The widespread use of smart phones and smart pads has given rise to the use of eBook services based on these smart devices. Consequently, the size of eBook services has exploded both in the domestic as well as overseas market. However, the growth curve becomes flatter than before, and the adoption rate is still not high in Korea. Hence, this study explores the factors affecting the intention to use eBook services based on smart devices, and their relationships. Finally, we propose an eBook adoption model, which extends the Technology Adoption Model. An online survey was conducted to validate the research model. By applying Partial Least Squares, we found that there are strong relationships among perceived usefulness, perceived ease of use, perceived playfulness, social influence, and intention to use. In addition, we found that smart devices enjoyment positively affects the perceived playfulness of eBooks, and that personal innovativeness positively affects perceived ease of use. Our findings shed some light on how to design eBook services based on smart devices.

• 한국콘텐츠학회논문지
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• 제21권11호
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• pp.41-55
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• 2021

AI(Artificial Intelligence) 음성 스피커는 많은 이들의 관심을 받으며 AI 기술 기반 제품 관련 초기 시장 형성과 발전에 중요한 역할을 하고 있다. 이런 가운데 본 연구는 확장된 기술 수용 모델과 인지된 즐거움 및 혁신 저항 요인을 통합한 통합 수용 모델을 기반으로 AI 음성 스피커 지속적 이용 의향 영향 요인들을 살펴보았다. 또한, AI 음성 스피커만의 차별화된 요소로서 3가지 인지된 의인화된 특성들(인지된 이성적지지, 인지된 친밀성, 인지된 인지적 개방성) 요인들이 어떻게 AI 음성 스피커 지속적 이용 의향에 영향을 미치는 지를 살펴 보았다. 자료는 20-30대 AI 음성 스피커 이용 경험자를 중심으로 온라인 설문을 통해 수집되었으며, 수집된 자료는 구조방정식모델(Structural Equation Modeling)을 통하여 분석되었다. 연구결과, 인지된 용이성, 인지된 유용성, 인지된 즐거움 및 혁신 저항 모두 지속적 이용 의향에 유의미한 영향을 미치는 것으로 나타났다. 또한, 인지된 이성적지지, 인지된 친밀성, 인지된 인지적 개방성 3가지 인지된 의인화된 특성들 인지된 용이성, 인지된 유용성 및 인지된 즐거움에 영향을 미치는 것으로 나타났다. 본 연구가 지니는 다양한 함의들도 같이 논의된다.