• Title/Summary/Keyword: Perceived Playfulness

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A Study on the Introduction of Mobile Fashion Shopping Mall -Focusing on the Characteristics of Brands- (새로운 유통으로의 모바일 패션 쇼핑몰 도입에 관한 연구 -브랜드 특성(복종, 가격, 타겟, 매출액)을 중심으로-)

  • Ko, Eun-Ju;Kim, Kyeung-Hee;Kim, Seon-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.33 no.7
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    • pp.1164-1179
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    • 2009
  • This study presented the characteristics of a mobile fashion shopping mall as perceived by those in charge of fashion brands, clarified the effect of the characteristics on the intention 'Of introduction, and indicated the differences in the intention of introduction according to the characteristics of brands. This study surveyed individuals in charge of fashion & clothing brands. It utilized SPSS 12.0 program for data analysis and performed frequency analysis, validity analysis, reliability analysis, multi regression analysis, ANOVA, and hierarchical adjustment regression analysis. A summary of the results of this study are as follows: First, the results of the factor analysis are shown to clarify the characteristics of mobile fashion shopping mall; four factors such as facility/usefulness, instant accessibility, personalization, and playfulness were also represented. Second, it showed that facility/usefulness, instant accessibility and personalization generate a positive influence on the intention of introduction. Of the factors, facility/usefulness displayed the highest influence. Third, regarding the effect of the characteristics of a mobile fashion shopping mall on the intention of introduction according to the characteristics of brands (in the case of women's wear) the intention of introduction is strong as instant accessibility and facility/usefulness is highly recognized. Lastly, there is a difference in the intention of introduction according to the characteristics of brands. According to items, casual wear shows the highest intention of introduction as followed by women's wear and sportswear. According to age, brands targeting a 24-29 year old group show a higher intention. Companies with average sales of 50 billion won to 750 billion won (or more) for three years showed a high intention. In addition, the possibility of introduction as a new distribution line was investigated.

The Effect of Health Consciousness and Playfulness on Intention to Use Tangible Fitness Game: Extended TAM (건강의식과 유희성이 체감형 피트니스 게임수용에 미치는 영향: 확장된 기술수용모델)

  • Jang, Han-Jin;Noh, Ghee-Young
    • The Journal of the Korea Contents Association
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    • v.17 no.1
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    • pp.1-11
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    • 2017
  • This research verified that how Health-Consciousness and Enjoyment can have influence on the Technology Acceptance Model(TAM) using Structural Equation Model(SEM) to suggest a Tangible Fitness Game(TFG) acceptance model. First of all, perceived usefulness and ease of use, the core factors of TAM could influence on the intention to use TFG, so the applicability of TAM was confirmed in the context of using TFG. Health-consciousness, defined as some beliefs and interests on the importance of health, was found to have an positive effect on perceived usefulness and have an influence on the intention to use TFG. Enjoyment also influenced on the intention to use through usefulness and ease of use. This research contributes to make elaborate theoretical accounts by verifying some factors influencing on the intention to use TFG using Extended Technology Acceptance Model.

A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service (디지털콘텐츠 OTT서비스의 지속사용의도에 영향을 미치는 주요 요인에 관한 연구)

  • An, Sunju;Seo, Jay;Choi, Jeongil
    • Journal of Korean Society for Quality Management
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    • v.50 no.1
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    • pp.105-124
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    • 2022
  • Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services. Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM. Results: The results of this study are as follows. Personalization and understandability in the information quality didn't significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use. Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users' expectations, OTT services need a strategy that can boost the users' positive perceptions or experiences by reinforcing these three factors.

A Study on Students' Acceptance Factors of Web-Contents based Classroom for Studying Electronic Subject in Technical High Schools (웹 컨텐츠를 이용한 실습교육의 수용요인에 관한 실증적 연구 - 공업계 고등학교 전자교과를 중심으로 -)

  • Kim, SungBae;Kim, Mi-Ryang
    • The Journal of Korean Association of Computer Education
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    • v.5 no.4
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    • pp.91-98
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    • 2002
  • Since the 7th educational renovation was established, ICT has emerged as an indispensable tool for teaching a variety of subjects in technical high schools. This paper develops the model for explaining the factors affecting the use of web contents as a mode for studying Electronic subject. Based on data collected from a questionnaire survey from the students who studied the Electronic subject using web contents, a following conclusion is provided: the perceived usefulness, ease of use and the playfulness significantly affect the level of satisfaction, but the design of contents, image, quality, attitude as well as self-efficacy only indirectly affect the satisfaction level. This result might provide the useful guidelines for designing the web-contents for technical high school students.

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A Study of the Effects of the Customer Value and Switching Barriers on the Repurchase Intention in Internet Shopping Malls (인터넷 쇼핑몰에서 고객가치와 전환장벽이 재구매 의도에 미치는 영향에 관한 연구)

  • Chung, In-Keun;Park, Chang-Joon
    • Asia pacific journal of information systems
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    • v.14 no.1
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    • pp.185-209
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    • 2004
  • The purpose of this study is to propose and test a model of customer retention in Internet shopping malls when switching barriers and comprehensive customer value exist in terms of economic and experiential aspects. The literature about customer retention propose that switching barriers are important factors other than satisfaction influencing customers' intention to remain with a specific supplier. The switching barriers mean anything that makes customers' defection difficult or costly and are consisted of perceived switching costs, attractiveness of alternatives and virtual relationships. The Customer Value Scale by Mathwick(2001) is applied to this study as economic value, shopping efficiency, service excellence, aesthetic appeal and playfulness(Zeithaml, 1988; Holbrook, 1994). The analyses showed partial support for the affirmative effect of customer values and switching costs and full support for the affirmative Influence of satisfaction on repurchase intention in the Internet shopping mall environment. But the attractiveness of alternatives and virtual relationship did not have a significant Influence like the result of Jones(1998)'s study of the service industry.

A Meta-analysis and Review of External Factors the Perceived Usefulness and Ease of Use on Smartphone (스마트폰의 인지된 유용성과 사용 용이성에 미치는 선행요인 문헌적 고찰 및 메타분석)

  • Nam, Soo-tai;Jin, Chan-yong
    • Proceedings of the Korean Society of Computer Information Conference
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    • 2014.01a
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    • pp.113-116
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    • 2014
  • 기술수용모델은 지난 20년 동안 많은 주제로 다루어지고 있으며 지금도 여전히 계속 연구되어 오고 있다. 메타분석은 여러 실증연구의 정량적인 결과를 통합과 분석을 통해 전체 결과를 조망할 기회를 제공하는 통계적 통합 방법이다. 최근 스마트폰 관련 연구가 활발하게 이루어지고 있다. 이러한 시점에 기술수용모델을 기반으로 선행 요인에 관한 문헌적 고찰과 메타분석을 실시하였다. 본 연구는 2013년 이전 국내 학술지에 게재된 연구 중 기술수용모델의 인과관계를 설정한 총 106편의 연구논문을 대상으로 하였다. 메타분석의 결과, 선행 요인과 인지된 유용성의 경로에 가장 큰 효과 크기는 유희성으로 나타났다. 인지된 유용성과 유희성의 경로에 효과 크기는 0.536이었다. 그리고 선행 요인과 인지된 사용 용이성의 경로에 가장 큰 효과 크기는 자기 효능감으로 나타났다. 인지된 사용 용이성과 자기 효능감 경로에 효과 크기는 0.626이었다. 분석결과를 통해 이론적 실무적 시사점을 논의 하고자 한다.

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A Study on the Acceptance Intention for Smart Phone by the Innovation Diffusion Theory: Focused on Smart Phone Non-Users (혁신확산이론에 따른 스마트폰 수용의도에 관한 연구: 스마트폰 미사용자를 중심으로)

  • Kim, Jeong-Wook;Kim, Seong-Il
    • Journal of Information Technology Services
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    • v.11 no.1
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    • pp.15-37
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    • 2012
  • This study is progressed for understanding of the acceptance intention differentiated through the view of smart phone non-user's adopting plan. And the research model is proposed in the view of new technology adopting, Innovation Diffusion Theory, Rogers 1995, and Technology Acceptance Model, Davis 1989. In the survey, SPSS 18.0 and AMOS 18.0 are used to analyze the 685 smart phone non-users data. The results of the feasibility analysis and the factor analysis show the measured variables determined in the statistical significant range. Also, 11 hypotheses, among the 16 hypotheses, are adopted by the hypothesis tests through the path analysis, one-way-ANOVA and hierarchial regression analysis. The results indicate variables affect on the non-smart phone user's adopting intention. The primary factor is the perceived usefulness, secondary factor is the social property, and the rest is the playfulness. And, the primary adoption factor is affected to early majority and late majority among each innovation adopters.

Extended TAM Analysis of a Residential DR Pilot Program (확장된 기술수용모델을 이용한 가정용 에너지 수요반응 프로그램 실증분석)

  • Jung, Euna;Lee, Kyungeun;Kim, Hwayoung;Jeong, Sora;Lee, Hyoseop;Suh, Bongwon;Rhee, Wonjong
    • Journal of the HCI Society of Korea
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    • v.12 no.4
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    • pp.65-73
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    • 2017
  • While electricity demand is generally increasing, stably controlling supply is becoming a serious challenge because renewable energies are becoming popular and often their productions are dependent on the weather. The 'demand response' programs can be used to complement the problems of renewable energies, and therefore their role is becoming increasingly important. This study provides an analysis of a demand response pilot that was conducted in Korea. The study first focused on questionnaire surveys and in-depth interviews, and the data was used to perform a Technology Acceptance Model (TAM) analysis. The goal of the pilot was to have the residential users reduce their power consumptions when an energy reduction mission is issued during peak load hours. The experimental subjects consisted of two groups with different characteristics. Subjects in group A obtained smart meters as an optional function of IoT platform service provided by a mobile service company, and received a charge deduction as their compensation. Subjects in group B either voluntarily purchased smart meters as individuals or received them by participating in an energy self-sufficient village program that was run by a local government, and were entitled to a donation as their compensation. With the analysis, group A was found to fit the extended technology acceptance model that includes perceived playfulness in addition to perceived ease of use and perceived usefulness. On the contrary, group B failed to fit the model well, but perceived usefulness was found to be relatively more important compared to group A. The results indicate that the residential energy groups' behavior changes are dependent on each group's characteristics, and group-specific DR design should be considered to improve the effectiveness of DR.

Factors Influencing on Purchase Intention for an Autonomous Driving Car -Focusing on Extended TAM- (자율주행자동차 구매의도에 미치는 영향요인 연구 -확장된 기술수용모델을 중심으로-)

  • Kim, Hae-Youn;Sung, Dong-Kyoo
    • The Journal of the Korea Contents Association
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    • v.18 no.3
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    • pp.81-100
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    • 2018
  • This study investigated the influential factor over the intention to buy autonomous driving car by applying extended technology acceptance model (TAM2). To this end, 117 ordinary persons experienced in driving car were analyzed by using SEM(Structural Equation Modeling). Analysis shows that the perceived usefulness and purchase intention is positively affected by social influence and recognized risk. It is found that perceived usefulness is not affected, but purchase intention is positively affected in the case of innovation. On the contrary, analysis shows that driving capability and car playfulness recognized by individual have no influence on the perceived easiness. Although the result that driving capability recognized by individual negatively affects perceived usefulness was not included in the study hypothesis, it was remarkable. Generalizing the above result, it is found that social influence, innovation and recognized risk as variables which affect the intention to buy autonomous car play the role of significant variable. This study is meaningful in that such result can foresee the perception of preliminary accommodators of new technology of the 4th industrial revolution, autonomous driving car.

The Impact of Perception on the Difference Between Mobile and Stationary Internet Toward the Intention to Use Mobile Internet (모바일 인터넷과 PC 인터넷의 특성 차이에 대한 인식이 모바일 인터넷 사용 의도에 미치는 영향에 대한 연구)

  • Shin, Hyun-Sik;Song, Yong-Uk;Sung, Nahk-Hyun
    • The Journal of Society for e-Business Studies
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    • v.15 no.3
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    • pp.99-129
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    • 2010
  • The objective of this research is to identify the factors which influence users' intention to use mobile Internet. There are lots of researches based on Technology Acceptance Model trying to identify the factors which have influence on accepting mobile Internet and its related services. These researches, however, have some limitation in the sense that they focus only on the features of mobile Internet itself while users make overall decision after the comparison of a new service channel with existing service channels in many directions. Therefore, we are going to analyze the impact of users' perception on the difference between mobile and stationary Internet toward their intention to use mobile Internet. We identified the features like ubiquitous availability, context awareness, compatibility, friendliness, and economic value from literature review and developed a structural model about the impact of users' perception on the differences of these features between mobile and stationary Internet toward their intention to use mobile Internet through mediate variables such as perceived ease of use, perceived playfulness, and perceived usefulness. After that, we conducted an experimental analysis for the model, and addressed a solution to rev up the usage of mobile Internet based on the results of the analysis.