• 유통과학연구
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• 제13권5호
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• pp.15-22
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• 2015

Purpose - Transparency, seller reputation, and website security are considered to be important factors that influence online customer purchasing decisions in China. This paper empirically examines the relative influence of Taobao.com on customers' online purchasing decisions. Research design, data, and methodology - We perform structural equation analysis, with a sample of 306 observations. The data comes from consumers' real transaction experiences from a specific website. This gives the results of our study more generalizability than studies using subjects who are not asked to engage in real transactions. Results - The results of this study reveal that perceived security and perceived reputation are critical factors affecting consumer trust and perceived transparency is most closely associated with purchase intention. Conclusions - The findings suggest that perceived transparency plays a significant role in increasing online consumer's purchase intention. The knowledge of the relative impacts of these factors and their roles in the customer transaction experience will be useful in developing customized sales strategies. The results of this study reveal that perceived transparency exerts a stronger effect than perceived reputation on consumer purchase intentions.

• Journal of Information Technology Applications and Management
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• 제18권1호
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• pp.55-74
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• 2011

The growth in the use of ubiquitous computing based on mobile services as an enabler to conduct business more effectively has been phenomenal. Technology acceptance model (TAM) has been applied in different contexts to examine a wide range of information technologies (IT). As more and more companies are finding ways to utilize ubiquitous computing based on mobile services, an important issue is to understand what factors will impact the decisions of consumers in adopting the services. Based on TAM with three additional groups of external factors, i.e., service-related factors (ubiquitous access, context awareness) and technology-related factors (perceived security risk, network connectivity) that are theoretically justified as having influence on both perceived usefulness and perceived ease of use which are additionally considered, a research model for the investigated technology acceptance was developed and empirically examined, using responses from more than intended users of ubiquitous computing based on mobile services. The specific purposes of this study are as follows. Firstly, this study is to identify service beliefs considering unique characteristics for ubiquitous services such as perceived ubiquitous access and perceived context awareness. Secondly, this study is to investigate network characteristics beliefs such as perceived security and perceived connectivity. Thirdly, this paper investigates the relationship among variables such as ubiquitous characteristics, network characteristics, behavioral beliefs, and intention to use ubiquitous web services. This study uses a structural equation model to test the research model. The major results of this study are as follows. Firstly, ubiquitous access has a influence on perceived usefulness and perceived ease of use. Context awareness has an influence on perceived usefulness. Secondly, User familiarity has an influence on perceived usefulness and perceived ease of use, and intention to use. User innovativeness has an influence on perceived ease of use. Thirdly, perceived security risk has an influence on perceived usefulness and perceived ease of use. Network connectivity has an influence on perceived usefulness and perceived ease of use. Fourth, there exist differential effects among factors in structural model among information, transaction, and entertainment services.

• 한국컴퓨터정보학회논문지
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• 제15권12호
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• pp.163-173
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• 2010

유선인터넷뱅킹에 적합한 공인인증서 방식은 브라우저에 종속된 ActiveX 기반이므로, 스마트폰을 이용한 모바일뱅킹에서 활성화되기에는 한계가 있다. 따라서 본 연구에서는 이에 대한 대체 또는 보완 방안으로 제시되고 있으나 아직 낮은 인지도와 활용도를 보이고 있는 OTP(One Time Password)의 낮은 활용 원인을 분석하고, 모바일 환경에 적합한 새로운 보안매체로서 활성화되기 위한 시사점을 제시하고자 한다. 소비자학습모형과 정보보안에 대한 선행연구를 바탕으로 연구모형을 설정하여, 현재 OTP를 사용하고 있는 소비자를 대상으로 연구를 진행하였다. OTP의 인지된 보안성을 무결성, 기밀성, 인증성, 부인방지의 네 개 변수의 고차요인 변수로 구성하여, 인지된 보안성과 개인의 보안의식, 정보인증서비스의 사용자경험이 OTP에 대한 신뢰 및 재사용의도에 미치는 영향을 검증하였다. 연구 결과, 개인의 보안의식이 인지된 보안성에 주는 영향과 보안성이 OTP에 대한 신뢰에 주는 영향, 신뢰가 재사용의도에 주는 영향의 유의함이 검증되었다. 또한, 보안성의 인지에는 부인방지가 상대적으로 가장 큰 영향력을 가짐을 알 수 있었다. 이러한 결과를 중심으로 OTP의 활용도를 높이기 위한 연구의 시사점이 제시되었다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권1호
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• pp.75-91
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• 2017

Purpose Fintech has been recently drawing extensive attention all over the world as the innovative trend that will change the future of the global financial industry. However, fintech has been mostly focusing on the payment service in the embryonic stage in Korea. This paper will investigate the approach to increase the intention to use for those who do not use fintech at present. Design/methodology/approach This paper empirically analyzes the impact of innovation of users and the perceived ease-of-use and security on the intention to use through the perceived usefulness and confidence. The 255 survey responses were used to verify research hypotheses through covariate structural equation model. Findings According to the analysis results, it was found that innovation had a significant impact on the perceived usefulness, but had no significant impact on confidence. The perceived usefulness had a significant impact on perceived usefulness and confidence. Moreover, the perceived usefulness and confidence had a significant impact on the intention to use. Meanwhile, it was identified that the security perceived by those who do not use fintech had a negative impact on perceived usefulness, confidence, and intention to use related to fintech. Accordingly, fintech service providers need to determine an approach to help customers to have a positive perception on the security of fintech.

• 유통과학연구
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• 제21권12호
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• pp.59-69
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• 2023

Purpose: Consumers can experience better service for distribution of products with payment technology such as QRIS (Quick Response Code Indonesian Standard) compared to conventional purchase methods. This research aims to determine the experience of QRIS service users in Indonesia. Perceived Usefulness, Ease of Use, and Perceived Security were independent factors. Behavioral Intention to Use is the dependent variable. Furthermore, Word of Mouth Attitude is an intervening variable. Research Design, Data, and Methodology: Involving active QRIS users in a survey-based quantitative study in Indonesia. A survey sample of 400 people was taken from data records of 30.87 million QRIS users in Indonesia. Data were analyzed using SEM-PLS. Results: Show that Perceived Usefulness and Perceived Ease of Use significantly impact Attitudes Word of Mouth, and Behavioral Intention to Use. This research also found that Behavioral Intention to Use does not significantly impact Perceived Security. Conclusion: QRIS, as a revolutionary innovation, offers faster payments than previous methods, with a payment time of no more than one minute. QRIS is seen as valuable, simple, and safe, disseminating information to the public and continuing to use QRIS. The implications of this research are very significant in accelerating the flow of distribution of goods and services and facilitating transactions.

• Journal of Information Technology Applications and Management
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• 제20권1호
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• pp.149-171
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• 2013

The purpose of this study is to investigate factors influencing Chinese consumers' intention to adopt Smartphones. This paper examines Smartphone characteristics factors (situational dependence, diversity and security) and consumer personality characteristics (innovation, self-efficacy and familarity) based on the Technology Acceptance Model. The 320 sets of data are tested against the model using SEM (structural equation model). The research results reveal that diversity and security have significant influences on both perceived usefulness and perceived playfulness. According to the data analysis, self-efficacy affects only perceived easy of use, and familiarity positively affects perceived easy of use, usefulness and playfulness. This study finds that perceived easy of use and perceived usefulness have positive influences on behavioral intention to adopt Smartphones, and situational dependence and innovation directly affect the behavioral intention. The perceived cost has a negative impact on the behavioral intention. Research results are discussed, and limitations of the current study and future research are presented.

• 한국컴퓨터정보학회논문지
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• 제17권8호
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• pp.145-161
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• 2012

본 연구에서는 정보시스템 관련 교육의 정도와 인터넷 활용 능력이 인지된 보안성 우려에 어떠한 영향을 미치며, 기술수용모델에 기반을 두어 이 세 변수가 온라인 거래 의도에는 어떻게 영향을 미치는지 살펴보고자 하였다. 또한 스마트 폰을 이용하여 필요로 하는 제품을 구매하는 사례가 증가하는 추세이므로 기존 인터넷을 이용할 경우와 스마트 폰을 이용할 경우로 구분하여 비교 분석하였다. 실증 분석 결과, 정보시스템 관련 교육의 정도, 인터넷 활용 능력, 인지된 보안성 우려는 인지된 유용성 및 인지된 사용 용이성을 매개로 하여 온라인 거래 의도에 유의한 영향을 미쳤다. 그리고 예상했던 것과 달리, 정보시스템 관련 교육을 많이 받을수록 해킹이나 프라이버시 침해 사례들을 더 많이 알게 되어 보안에 대해 더 우려하게 되며, 따라서 인터넷을 통한 거래가 많은 노력을 요구한다고 믿었다. 또한 정보시스템 관련 교육을 많이 받을수록 보안에 대해 더 우려하게 되므로, 인지된 보안성 우려는 인지된 유용성에 부(-)의 영향이 아니라 정(+)의 영향을 미쳤다. 마지막으로 정보시스템 관련 교육의 정도는 인터넷 거래의 유용성이나 인터넷 거래의 사용 용이성을 인지하는 것과는 관련이 있으나, 스마트 폰의 유용성이나 스마트 폰의 사용 용이성을 인지하는 것과는 관련이 없는 것으로 나타났다.

• 한국의류산업학회지
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• 제24권6호
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• pp.731-743
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• 2022

This study examined the effects of platforms' attributes(economy, convenience, ease of use, and security) on perceived usefulness, perceived enjoyment, trust, and the continuance intention to use. Data were collected through a survey conducted with 327 users of second-hand luxury goods trading platforms in their twenties and thirties; 300 were used for statistical analysis using SPSS26.0 for exploratory factor analysis and correlation analysis, and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. For the attributes of second-hand luxury goods trading platforms, four factors were extracted: economy, convenience, ease of use and security. The results showed that only the security of second-hand luxury goods platforms had a positive effect on the perceived usefulness of the platform, but other attributes did not influence perceived usefulness. In contrast, all attributes of the platform showed positive effects on perceived enjoyment. Perceived enjoyment had a strong effect on trust; however, perceived usefulness did not affect trust. The continuance intention to use the platforms was most influenced by perceived usefulness, trust, and perceived enjoyment, in that order. The current findings can help marketers of second-hand luxury goods platforms optimize the platforms' attributes based on the marketing objectives and develop strategies to build perceived usefulness and enjoyment first, and in turn, trust and intention to use.

• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.159-179
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• 2015

In 2005, Korean government created the Internet Personal Identification Number (i-PIN) for a new online personal identification system to protect citizens' personal information against criminal abuse. However, i-PINs have not been widely in use over a decade. Although many people joined the i-PIN service, its actual use rate has been low. This study intends to identify the factors necessary to boost the continuous use of i-PINs. It was shown that government support and perceived security had a positive effect on the perceived ease of use and perceived usefulness of the i-PIN, respectively. Perceived security also directly affected the continuous use intention of the i-PIN. The perceived ease of use significantly affected the perceived usefulness, but it did not affect the intention to continuously use the i-PIN. The factor that had the most significant influence on the continuous use intention of the i-PIN was perceived usefulness. To increase the i-PIN use rate, Korean government must reduce users' anxiety through strict security functions, and must attempt to help people use the i-PIN easily.

• 한국전자거래학회지
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• 제16권3호
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• pp.1-22
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• 2011

개인화된 맞춤형 서비스와 네트워크화 된 시스템의 확산에 따라서 사용자 인증방법도 발전하고 있다. 그러나, ID와 비밀법호 등을 이용한 기존의 사용자 인증방법은 태생적인 보안의 취약성으로 인하여 개인정보 침해에 대한 문제를 야기하고 있다. 이를 해결하기 위해 보안성이 뛰어난 사용자의 고유한 생체정보를 이용한 생체인식기술이 발전하였다. 본 연구에서는 사용자의 생체인식기술의 지속사용의도에 영향을 미치는 요인을 Oliver(l980)의 기대 일치이론 및 Bhattacherjee(2001)의 지속사용모형의 기반위에 인지된 보안성, 인지된 프라이버시, 그리고 신뢰를 확장하여 고찰하였다. 특히, 지속사용의도에 대해서 긍정적 관점과 부정적 관점을 반영하는 브라이트 시나리오와 다크 시나리오를 각각 별개의 설문응답자에게 제시함으로써, 시나리오에 의해서 영향을 받는 요인에 대하여 비교분석하였다. 연구결과 브라이트 시나리오에서 인지된 유용성과 만족이 지속사용의도에 영향을 미치는 것으로 나나났다. 인지된 프라이버시는 인지된 보안성에 영향을 미치고, 인지된 보안성은 다시 신뢰에 영향을 미쳤으며, 신뢰는 인지된 유용성과 인지된 사용용이성에 영향을 미치는 것으로 나타났다. 생체인식기술의 지속사용의도를 높이기 위해서는 만족을 높여야 하며, 만족은 기대일치와 인지된 유용성의 영향을 받는 것으로 나타났다. 이에 반하여, 다크 시나리오에 노출된 설문응답자들은 생체인식기술에 대한 부정식인 인식이 심어지게 됨으로써, 인지된 프라이버시와 인지된 보안성이 낮아졌으며, 이는 신뢰에 영향을 미치게 된다. 다크 시나리오에 노출된 용자의 신뢰는 인지된 유용성에 영향을 미치지 않게 되었으나, 인지된 사용용이성에는 여전히 영향을 미치는 것으로 나타났다.