• 한국멀티미디어학회논문지
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• 제23권9호
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• pp.1219-1228
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• 2020

In this study, the factors affecting the acceptance intention for level 4-5 of autonomous vehicles were investigated by applying TAM(Technology Acceptance Model). To this end, 332 ordinary persons interested in autonomous vehicle and experienced in driving car were analyzed by using SEM(Structural Equation Modeling). The results showed that self-efficacy and personal innovation had a positive effect on perceived usefulness. On the other hand personal innovation has been shown to have a negative effect on perceived usefulness. Perceived ease of use has a positive effect on perceived usefulness, perceived ease of use and perceived usefulness has a positive effect on acceptance intention. Safety and Privacy has been shown to have a positive effect on trust, trust has a positive effect on acceptance intention. Lastly, autonomous vehicles have a higher impact on their 20s and 30s. The result of this study is expected to be a very useful basic research for the development of target autonomous vehicles, the selection of targets, the direction of corporate marketing strategies, and the preparation of government policies.

• 한국의류학회지
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• 제25권7호
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• pp.1247-1257
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• 2001

The objectives of the study were to examine apparel purchasing behavior in internet shopping malls and the level of perceived risk when internet users purchase online. For this research, 15,000 internet users were given questionaries via E-mail, or special website online. The sum of 1958 questionaries were used for statistical analyses. Using, SAS package, factor analysis, Crobach's ${\alpha}$, t-test, $\chi$$^2$-test, frequency and multi-response analysis were performed. As the results, 19% out of internet users had bought apparel products through internet shopping malls. Men had more purchasing experiences in apparels as well as general products than women. Among apparel products, T-shirts/shirts were purchased the most by internet shoppers. For perceived risks, 6 factors(quality risk, time/convenience risk, size and appearance risk, privacy risk and social/psychological risk) were investigated for this study. The level of perceived risk was lower when people had a purchasing experience in internet shopping mall than when they didn't. The level of perceived risk was lower when people had purchasing intend about apparels than when they didn't. Based on these results, marketing strategies will be suggested.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.225-251
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• 2015

This paper analyzed factors for employees to violate information security policy in financial companies based on the theory of reasoned action (TRA), general deterrence theory (GDT), and information security awareness and moderating effects of perceived sensitivity of customer information. Using the 376 samples that were collected through both online and offline surveys, statistical tests were performed. We found that the perceived severity of sanction and information security policy support to information policy violation attitude and subjective norm but the perceived certainty of sanction and general information security awareness support to only subjective norm. Also, the moderating effects of perceived sensitivity of customer information against information policy violation attitude and subjective norm were supported. Academic implications of this study are expected to be the basis for future research on information security policy violations of financial companies; Employees' perceived sanctions and information security policy awareness have an impact on the subjective norm significantly. Practical implications are that it can provide a guide to establish information security management strategies for information security compliance; when implementing information security awareness training for employees to deter violations by emphasizing the sensitivity of customer information, a company should make their employees recognize that the customer information is very sensitive data.

• International Journal of Contents
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• 제14권4호
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• pp.18-23
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• 2018

Recently, the developments in IT technology and the spread of smart phones have made Fin-Tech, which is a combination of financial services and IT technology, a big issue. In accordance with the growth trend of mobile payments in the world, all financial transactions in Korea are gradually shifting to smart phones. In fact, mobile payment system services are not widely used by users. In particular, the risk factors involved when users want to use the service are one of the factors that hinder the expansion of the usage of mobile financial payment service. The risk factors affect the trust of the mobile payment system users. Therefore, this study investigates the risk factors of the mobile payment system and the manner in which it affects a user's trust. We have also examined as how user's trust affects trust in the quality of the mobile payment system. To this end, the trust in overall quality of use was largely divided into trust in system quality, trust in information quality, and trust in service quality. Perceived finance risk, perceived performance risk, and perceived privacy risk have negative effects on cognitive trust. However, perceived time risk did not affect cognitive trust. User's cognitive trust also has an effect on trust in quality.

• 한국컴퓨터정보학회논문지
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• 제22권3호
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• pp.53-60
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• 2017

The purpose of this study is to provide empirical and quantitative analysis on user's perceived privacy, security, and user satisfaction when providing visualization information about objects and service provider behaviors that users can not perceive in internet service process. Through previous research, we have examined the importance of privacy and security factors as a key factor to be considered for the characteristics of the Internet of things and the Internet of things. In addition, service blueprint, which is one of the service design methodologies to examine the flow of service usage in providing Internet service of things, was examined. In the flow of things internet service utilization, it is found that the things that are out of the user's cognitive area and the behavior of the service provider take up a large part. Therefore, the hypothesis that the trust of the Internet service security and the satisfaction of the user experience can be improved by providing the security visualization information about the behavior of the object and the invisible service provider in the non-contact aspect of the user and the object. In order to verify the hypothesis, we conducted experiments and questionnaires on the use of virtual objects' internet environment and conducted statistical analysis based on them. As a result, it was analyzed that visual information feedback on non - contact and invisible objects and service provider's behaviors had a positive effect on user's perceived privacy, security, and satisfaction. In addition, we conclude that it can be used as a service design evaluation tool to eliminate psychological anxiety about security and to improve satisfaction in internet service design. We hope that this research will be a great help for the research on application method of service design method in Internet environment of objects.

• 인터넷정보학회논문지
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• 제12권5호
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• pp.127-136
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• 2011

본 논문의 목적은 마이크로 블로그를 사용함에 있어서 자발적인 자기 노출에 영향을 주는 요인을 살펴보는데 있다. 마이크로 블로그 사용이 폭발적으로 증가하고 있는 상황에서, 자신의 정보를 자발적으로 노출하는 사람들에 대한 연구는 아직도 부족한 실정이다. 이러한 측면에서 본 연구는 마이크로 블로그 상에서 자발적인 자기 노출의 과정을 계획된 행위이론에 근거하여 조사하였다. 이를 위해 본 연구는 자기노출에 대한 태도, 주관적 규범, 인지된 행위 통제 등의 변수를 자기 노출 행위의 선행변수로 설정하였다. 또 프라이버시 염려, 인지된 즐거움, 사회적 참여를 위한 정보 동기, 관계적 동기의 자기 노출 태도에 대한 영향 정도를 조사하였다. 본 연구의 결과는 다음과 같다. 우선 자기노출에 대한 태도, 주관적 규범, 인지된 행위 통제 등의 변수는 자기노출 행위에 대해 통계적으로 유의한 관계를 갖는 것으로 나타났다. 하지만 인지된 즐거움을 제외하곤 프라이버시 염려, 정보 동기 및 관계적 동기 등은 통계적으로 유의한 관계를 갖고 있지 않은 것으로 나타났다.

• 한국콘텐츠학회논문지
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• 제19권12호
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• pp.376-388
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• 2019

최근 온라인 마케팅에서 가장 중요한 분야로 온라인 맞춤형 광고가 떠오르고 있다. 온라인 맞춤형 광고는 개인정보 수집 및 동의, 소비자의 인지된 개인화 및 소비자의 온라인 사생활 침해 걱정 등과 같은 이슈들을 만들었다. 본 연구는 이러한 세 가지 이슈들이 온라인 맞춤형 광고에 미치는 영향들이 무엇인지를 알아보고자 한다. 연구결과, 정보 수집과 사용동의 구분은 온라인 맞춤형 광고 평가에 주요한 역할을 하고 있다는 것이 밝혀졌다. 개인정보 수집에서 향후 온라인 맞춤형 광고 노출 시 리워드를 받을 수 있을 거라고 고지된 사람들은 그렇지 않은 사람들보다 브랜드 태도가 더 긍정적이었다. 광고 메시지의 인지된 개인화 정도는 온라인 맞춤형 광고 태도 및 브랜드 태도에 영향을 미치는 것으로 나타났다. 마지막으로, 온라인 사생활 침해 걱정 역시 온라인 맞춤형 광고 태도 및 브랜드 태도에 영향을 미치는 것으로 나타났다. 이론적 및 실무적 시사점은 토의에서 더 자세히 살펴보았다.

• 정보화정책
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• 제21권2호
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• pp.49-66
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• 2014

클라우드 컴퓨팅이 지속적 성장세를 보이고 향후 정보통신기술 산업에서 그 중요성이 부각되면서 실무계에서는 클라우드 컴퓨팅 수용에 따른 이점과 우려 등이 활발히 논의되고 있는 반면, 학술적 관점에서 클라우드 컴퓨팅에 관한 실증연구도 이루어지고 있지만 매우 부족한 편이며, 클라우드 컴퓨팅 환경에서의 보안, 프라이버시, 신뢰를 다룬 실증연구는 찾아보기 힘든 상황이다. 본 연구는 향후 클라우드 컴퓨팅 서비스 이용이 확대될 것으로 예상되는 지방자치단체 공무원들을 대상으로 클라우드 컴퓨팅 서비스 이용의도에 중요한 역할을 할 것으로 기대되는 지각된 위험, 인터넷상의 프라이버시와 신뢰에 관한 연구들을 토대로 클라우드 컴퓨팅 서비스 이용자의 지각된 보안위험, 프라이버시 염려, 신뢰, 그리고 태도와 이용의도간의 인과관계를 규명할 수 있는 개념적 모형을 설정하고 이를 실증연구를 통하여 검증하였다. 연구결과 지각된 보안위험은 프라이버시 염려에 정(+)의 효과를 미치는 것으로 나타났고 프라이버시 염려는 신뢰에 부(-)의 효과를 미치는 것으로 확인되었다. 한편 신뢰는 태도에 정(+)의 효과를 미치며, 태도와 클라우드 컴퓨팅 서비스 이용의도와의 관계도 유의한 것으로 나타났다.

• 대한안전경영과학회지
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• 제10권3호
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• pp.145-154
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• 2008

The Location Based Services (LBS) comprise spatial information and mobile technology allow users to receive various services based on Global Positioning Systems (GPS). Although, spatial information based services are very useful, it has lots of possibility to damage privacy protection. But the contents of the legislation by government have problems conflicted between protection of a person's location information and invigoration LBS. Therefore, in this study suggest a causal model to deal with user satisfaction and factors affecting spatial information based services to customer perspective. The proposed research model is tested empirically with one hundred and forty one usable questionnaires and partial least square (PLS) method. Experimental results showed that the usefulness, playfulness, and service quality play a prominent role in influencing the spatial information services satisfaction compared to other factors. But, easy of use and perceived risk are not significant.

• 대한안전경영과학회:학술대회논문집
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• 대한안전경영과학회 2007년도 춘계학술대회
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• pp.373-385
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• 2007

The Location Based Services (LBS) comprise spatial information and mobile technology allow users to receive various services based on Global Positioning Systems (GPS). Although, spatial information based services are very useful, it has lots of possibility to damage privacy protection. But the contents of the legislation by government have problems conflicted between protection of a person's location information and invigoration LBS. Therefore, in this study suggest a causal model to deal with user satisfaction and factors affecting spatial information based services to customer perspective. The proposed research model is tested empirically with one hundred and forty one usable questionnaires and partial least square (PLS) method. Experimental results showed that the usefulness, playfulness, and service quality play a prominent role in influencing the spatial information services satisfaction compared to other factors. But, easy of use and perceived risk are not significant.