• 디지털산업정보학회논문지
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• 제17권4호
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• pp.209-229
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• 2021

Recently, the tourism industry faced a crisis due to COVID-19. Smart tourism that combines information and communication technology (ICT) is rapidly growing to overcome the crisis in the tourism industry. In order to revitalize the tourism industry after COVID-19, such as non-face-to-face and non-contact, smart tourism incorporating information and communication technology (ICT) is actively encouraged and promoted. The purpose of this study is to empirically verify how perceived pleasure, perceived awakening, and perceived domination, which are three important variables of emotional response theory, affect the intention to continue use through perceived usefulness, expectation, and satisfaction. The survey was conducted for two weeks from November 1 to 15, 2020. A total of 175 surveys were collected during the period and used for analysis. As a result of the study, first, perceived pleasure did not significantly affect perceived usefulness, expectation, satisfaction, and intention to continue use. Second, perceived awakening had a significant effect on expectations, but did not significantly affect perceived usefulness, satisfaction, and continued use intention. Third, perceived domination had a significant effect on perceived usefulness, expectation, and continued use intention. However, it did not significantly affect satisfaction. Fourth, perceived usefulness did not significantly affect satisfaction. Fifth, expectations had a significant effect on perceived usefulness and satisfaction. Sixth, satisfaction had a significant effect on the intention to continue use. Through this, companies and developers that provide online review content for aviation and hotels should know what part of the content is actually focused on and provide it to customers. In addition, content should be provided in consideration of the emotional aspects that aviation and hotel online review users feel while watching videos.

• 한국조리학회지
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• 제21권2호
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• pp.171-186
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• 2015

본 연구는 모바일 베이커리 어플리케이션에 대한 혁신성, 정보의존성, 정보제공 충분성 및 리뷰 신뢰성이 지각된 유용성과 지각된 용이성 그리고 최종적으로 지속적 이용에 미치는 영향관계를 검증하여 베이커리산업에 유용한 정보를 제시하고자 하였다. 자료 수집은 2014년 9월 1일부터 30일까지 실시하였으며, 설문지는 총 500부를 배포하여 455부를 회수하였고, 이 중 통계분석이 가능한 441부에 대하여 SPSS 18.0과 AMOS 18.0을 이용하여 요인분석과 신뢰성 검증을 실시하고, 제시된 연구가설을 검증하기 위해서 공분산 구조분석을 실시하였다. 분석결과, 첫째, 혁신성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 둘째, 정보의존성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 정보제공 충분성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 넷째, 리뷰신뢰성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 다섯째, 지각된 용이성은 지각된 유용성에 유의적인 영향을 미치는 것으로 분석되었다. 마지막으로 지각된 유용성과 지각된 용이성은 모바일 베이커리 어플리케이션의 지속적 이용에 유의적인 영향을 미치는 것으로 분석되었다.

• 유통과학연구
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• 제9권2호
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• pp.123-129
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• 2011

The restaurant franchise industry is one that could benefit significantly from the use of intranet technology, from its potential for improving communications between franchisors and franchisees, to providing easier inventory and ordering processes. However, there is a level of trepidation among potential users about whether the technology would improve their work performance. This study sought to examine the relationships between perceived uncertainty and perceived usefulness of intranet technology in the restaurant franchise industry. Through a review of available literature, 10 sub-dimensions of perceived uncertainty (Duncan, 1972) and six sub-dimensions of perceived usefulness (Davis, 1989) were derived. Canonical correlation analysis was used to examine the relationships between these concepts using data collected from 163 franchising restaurant managers in South Korea. Findings from the data analysis demonstrates two negative factors and one positive factor in perceived uncertainty that influence perceived usefulness, thus offering some implications of what to consider when implementing an intranet system in a restaurant franchise.

• 한국의류학회지
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• 제40권6호
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• pp.994-1009
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• 2016

Applying the S-O-R Model within an online context, a hypothesized model incorporates three review characteristics (perceived concreteness, exaggeration, and sufficient quantity of reviews) for apparel products in order to present their impact on consumer perceptions of review usefulness and consumer attitude toward and patronage intent for the online stores hosting the reviews. An online survey of Korean women (N=299) reported their experiences in purchasing apparel products online and reading apparel reviews on a regular basis. Testing of the hypothesized model showed the usefulness of reviews were determined by two review characteristics (S: perceived concreteness and sufficient quantity of reviews); however, the negative effect of exaggerated reviews were insignificant. In addition, the perceived usefulness of reviews (O-cognitive) hosted by an online store influenced online store attitude (O-affective) which subsequently led to online store patronage intent (R). This study systemically advances online retail literature by showing how the characteristics of online reviews (as a part of the online store environment) can influence attitude toward online stores and patronage intent for online stores. Long term relationships with consumers can be achieved through the building of mechanisms to enhance the perceived usefulness of reviews by employing the strategies of hosting concrete reviews and offering a sufficient quantity of reviews. This study addresses removes research gaps by testing an adapted the S-O-R Model that frames review information as an element of an online store environment using a large sample.

• 한국콘텐츠학회논문지
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• 제19권9호
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• pp.152-161
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• 2019

본 연구는 여행 리뷰 웹사이트를 이용하는 여행객의 기능적, 쾌락적 인식, 지각된 유용성 및 행동의도 간의 구조적 관계에 관한 것이다. 소비자들은 의사결정 시에 온라인 구전과 같은 소셜 미디어 채널로부터 생산된 콘텐츠에 주로 의존한다. 온라인 구전은 구매 결정 전에 아이템을 평가하는데 도움을 주고 구매위험을 줄여주며 구매의사결정에 도움을 준다. 따라서 본 연구의 목적은 여행 리뷰 웹사이트의 지각된 유용성의 선행요인과 결과요인을 살펴보고자 한다. 선행요인으로는 기능적 인식과 쾌락적 인식을, 결과변수로는 소비자의 행동의도를 살펴보았다. 본 연구는 이들의 영향관계를 실증적으로 규명하고자 문헌연구를 통한 가설설정과 더불어 여행 리뷰 웹사이트를 한번 이상 이용해본 경험자들을 대상으로 255부의 설문지를 최종분석에 사용하였다. 가설 검증을 위해 AMOS프로그램을 이용한 구조방정식 모형분석을 사용하였다. 연구결과, 첫째, 온라인 구전의 정보품질은 여행 리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 둘째, 즐거움은 여행 리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 셋째, 호기심 이행성은 여행리뷰 웹사이트의 지각된 유용성에 유의한 영향을 주었다. 마지막으로 여행 리뷰 웹사이트의 지각된 유용성은 행동의도에 유의한 영항을 주었다. 이러한 근거를 바탕으로 본 연구의 시사점과 한계점을 밝히고 미래의 연구방향을 제시하였다.

• 경영과학
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• 제23권3호
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• pp.95-118
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• 2006

This study developed the traceability information for tracing fishery products from the production step to the consumption step in the distribution channel of fishery products. Based on it, we further presented the theoretical linkage between traceability information and perceived qualities of internet shopping malls, and then investigated how traceability information affected trust and perceived usefulness in the internet shopping mall to find the key success factors of internet shopping malls of fishery products. We collected 194 responses from internet consumers who had prior experience on purchasing fishery products. This survey data was used to empirically test the ten research model hypotheses by using PLS. The PLS results indicated that traceability information had significant impact on trust and perceived usefulness. Finally, trust, perceived usefulness and perceived ease of use were found to be related to online consumers' intention to purchase fishery products.

• 한국조리학회지
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• 제21권6호
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• pp.167-181
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• 2015

본 연구는 스마트폰 맛집 앱에 대한 순수성, 유용성, 과장성, 동의성이 신뢰 및 지각된 위험과 최종적으로 이용의도에 미치는 영향관계를 검증하여 모바일 애플리케이션의 유용한 정보를 제시하고자 하였다. 편의표본추출법(convenience sampling)에 의해 스마트폰 맛집 앱 이용자 275명을 분석에 사용하였다. 분석결과, 첫째, 사용후기 특성 중 순수성 및 유용성과 동의성은 신뢰에 정(+)의 유의한 영향을 미치는 것으로 나타난 반면, 과장성은 신뢰에 부(-)의 유의한 영향을 미치는 것으로 나타났다. 둘째, 사용후기 특성 중 순수성 및 유용성만이 지각된 위험에 유의한 영향을 미치는 것으로 나타났다. 셋째, 신뢰는 지각된 위험보다 이용의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 신뢰와 지각된 위험 모두 스마트폰 맛집 앱 사용후기 특성 중 순수성 및 유용성, 사용후기 동의성과 이용의도 간에 매개역할을 하는 것으로 볼 수 있다.

• 아태비즈니스연구
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• 제14권1호
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• pp.295-311
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• 2023

Purpose - This study investigates how review length and sentiment impact consumers' purchase intentions, using real online reviews as the data source. The study aims to understand how the length and tone of a review affect a potential buyer's decision-making process when considering a purchase. Design/methodology/approach - A 2 (comment length: long vs. short) × 2 (comment sentiment: positive vs. negative) × 2 (product type: practical vs. hedonic) experiment was conducted. Findings - Results indicate that longer reviews have a greater impact on consumers' perceived usefulness compared to short reviews, but do not affect purchase intentions. Review sentiment is found to have a stronger impact than review length, especially for negative sentiment. The study also suggests that consumers pay more attention to reviews of practical products, and that reviews have less influence on hedonic products. Research implications or Originality - The implications of these findings are relevant for both merchants managing reviews and consumers reviewing products.The results of this research could help businesses and marketers optimize their online review strategies to maximize their impact on consumer behavior.

• 경영과학
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• 제22권1호
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• pp.83-101
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• 2005

We are going to make clear three things through the examination of the subject of this study. The first thing is to verify whether perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which determine the loyalty of a shopping mall. The second Is to find out the effect of perceived usefulness and ease of use of using internet shopping mall on shopping mall's loyalty through variable intermediation of trust and satisfaction. The third is to emphasize the importance of perceived usefulness and ease of use of using a shopping mall web sites and carrying out a through analyzing path that usefulness and ease of use are intermediated by trust and satisfaction to loyalty. We made a poll to people who had ever used internet shopping mall and got Information. The results are below. The easer internet shopping mail users feel when using shopping mall sites, the more they feel them useful. Perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which are major preceding factors of Internet shopping mall loyalty. The perceived ease of use, trust, and satisfaction intermediate between the perceived ease of use and shopping mall's loyally while users are accepting internet shopping mali. And trust and satisfaction intermediate between the perceived usefulness and shopping mall's loyalty. These results show that the degree of usefulness and feeling easiness in using shopping mall of users should be considered seriously. The only easiness of shopping mall doesn't create shopping mail's loyalty, but, It's created when users acknowledge the usefulness, trust, and satisfy.

• 경영과정보연구
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• 제21권
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• pp.131-154
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• 2007

The purpose of this study is to understand a information technology acceptance model and to test empirically using field survey. In order to achieve this purpose, first of all, I examined literature reviews about the theory of reasoned action(TRA), the theory of planned behavior(TPB), and the theories of technology acceptance model(TAM). Based on literature reviews, I proposed a technology acceptance model and empirically verified it through using field survey. As a result of, this study was designed to predict and to explain the factors of affecting reuses of a website. The data that were surveyed 193 users of internet were analyzed with SPSS 12.0 and AMOS 4.0. The major results of this study as follows : First, the perceived complexity is influenced by the skill & experience and the quality of system. Second, the quality of system affects the perceived usefulness. Third, the perceived complexity affects the perceived usefulness and the perceived playfulness. Fourth, reuses of a web site are influenced by the perceived usefulness and the perceived playfulness. Finally, the quality of system affects the perceived usefulness and the skill & experience affect the perceived playfulness.