• Journal of Korea Technology Innovation Society
• /
• v.13 no.1
• /
• pp.204-230
• /
• 2010

The accelerating growth in Technology-Based Self-Service (TBSS) today is giving rise to questions about the acceptance of such forms of service delivery by all kinds of consumers. Using the Technology Acceptance Model (TAM) and TBSS quality evaluation model as a theoretical framework, this study investigates the effects of perceived usefulness, perceived easy of use, enjoyment of users acceptance of TBSS and self-monitoring as a individual variable. The results lend support to the hypothesist. Implications for service practitioners as well as directions for future research are discussed.

• Journal of Fashion Business
• /
• v.21 no.3
• /
• pp.67-79
• /
• 2017

This study investigated consumers' enjoyment, perceived risks, expected values, and innovativeness factors and the effects of the convenience and personalization of "online to offline" (O2O) fashion mobile commerce on its perceived usefulness, perceived ease of use, and consumers' attitudes and intention to use O2O mobile commerce. A research model was developed using the Technology Acceptance Model (TAM). A mobile survey was conducted through smartphone messengers and SNSs targeting male and female college students in their 20s who are living in the Seoul Metropolitan Area. A total of 192 questionnaire responses were used in the analysis. "Among the consumer characteristics, only enjoyment and expected values were found to make consumers feel that the O2O fashion mobile commerce is useful and easy to use. Among the mobile commerce characteristics, only convenience was found to have significant effects on consumers' perceived usefulness and ease of use regarding O2O fashion mobile commerce. Perceived usefulness was found to have the effects on attitudes as well as intention to use toward O2O mobile commerce. It was shown that positive attitudes toward O2O mobile commerce led to positive use intention toward O2O mobile commerce.

• Journal of Digital Contents Society
• /
• v.16 no.5
• /
• pp.749-756
• /
• 2015

This study focused on smartphone adoption of foreign students who are studying in Korea in digital media era. Smartphone is not only new media but also social media. Based on former research, factor for smartphone adoption of foreign students will be analyzed. Based on TAM theory technological attribute, individual attribute and social attribute were taken out as independent variables. Perceived ease of use and perceived usefulness are applied as mediator variables. In conclusion, some hypotheses for example service quality and individual attribute are rejected as variables which influence positively to mediator variable perceived easy of use. For the next research more various variables and nationwide sampling will be needed.

• Journal of Digital Convergence
• /
• v.4 no.2
• /
• pp.87-96
• /
• 2006

This study first tries to investigate factors that determine the quality of mobile game contents. Based on the information and information system-related studies, our research proposes to show the relationships among the quality of mobile game contents, the level of perceived easy of use and the perceived usefulness. Mobile game contents service providers can get insight on factors that should be considered to improve the quality of contents services. Also, the research findings provide a clue on the success of mobile game service.

• 한국디지털정책학회:학술대회논문집
• /
• 2006.06a
• /
• pp.409-417
• /
• 2006

This study first tries to investigate factors that determine the quality of mobile game contents. Base on the information and information system-related studies, our research proposes to show the relationship among the quality of mobile game contents, the level of perceived easy of use and the perceived usefulness. Mobile game contents service providers can get insight on factors that should be considered to improve the quality of contents services. Also, the research findings provide a clue on the success of mobile game service.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.19 no.3
• /
• pp.45-60
• /
• 2023

The purpose of this study is to explore factors that affect millennials and generation Z customers' perception on intention to recommend to use the digital payment services and invesetigate factors that affect perception on sustainable growth of the digital payment services. This study applied the following research questions: i) how perceived brand value, easy to use, personalization, open to public, and social value affect intention to recommend to use the digital payment services and ii) how perceived public policy, promotional strategy, and prspects affect intention to recommend to use the digital payment services to others. This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results of this study found that effects of personalization, open to public, and social value on intention to recommend the service showed significance in the case of millennials, while effects of brand value, easy to use, and open to publis on intention to recommend the service showed significance in the case of generation Z. The results provide managerial and policy implications on how to apply better strategies and pepare policies to enhance adoption of the digital payment service in cases of millennials and generation Z.

• Journal of Digital Convergence
• /
• v.16 no.6
• /
• pp.117-126
• /
• 2018

This study investigated the antecedents of VR(virtual reality) headsets acceptance and the causal relationships among self-efficacy, content diversity, the perceived usefulness, the perceived easy of use, the perceived playfulness and the adoption intention. We collected 238 survey responses and formed structural equation modeling with AMOS 23.0. The results of the analysis can be summarized as follows. The diversity of contents and self-efficacy had significant effects on perceived usefulness, perceived ease of use and perceived enjoyment, thus increasing the intention of acceptance. Perceived usefulness, perceived ease of use and perceived enjoyment had significant effects on the intention of acceptance. Perceived ease of use indirectly had an effect through increasing perceived enjoyment. The price did not affect the adoption intention and marketing communication increased the intention of acceptance. The results are expected to provide useful information to the companies related to VR.

• The Journal of the Korea Contents Association
• /
• v.14 no.8
• /
• pp.287-296
• /
• 2014

This study is to propose an acceptance model that explains the use of telemedicine effects for chronic disease. For this purpose, the effect factors and variables for Technology Acceptance Model (TAM) were investigated through a structural equation model by performing a sample survey for 210 senior patients who are under treatment with telemedicine in Kangwon area in 2013. The findings from the results are as follows: 1) perceived usefulness and perceived easy of use influence the intent to use telemedicine; 2) open-minded patients group is more positive to the easy of use and usefulness for the telemedicine; 3) it matches with the previous research that shows the trust in telemedicine system is affected by the experience for practical use of information; 4) it is known that the external control factors for health affect perceived usefulness positively. This study contributes to optimize the TAM by verifying the acceptance of telemedicine system in a rural community.

• Management & Information Systems Review
• /
• v.35 no.2
• /
• pp.167-183
• /
• 2016

This study has recognized easy payment service as one of the new types of application of information and communication technologies and proposed a modified acceptance intention model by adding perceived risk factor based on the unified theory of acceptance and use of technology(UTAUT) and then explored those variables that effect the acceptance intention of consumers. The results of this study can be summarized as the followings. First, expectation on the efforts, social impact have positive effect on the acceptance intention and perceived risk has negative effect on the acceptance intention but expectation on the efforts and promotion condition were found to have no effect on the acceptance intention. Second, among the factors suggested, social impact was found to have more effect of causing the acceptance intention of users than expectation on the efforts and perceived risk. Third, it was found that there is a significant association between the acceptance intention and use behavior of users of easy payment service. This means that, as was reviewed in the preceding researches, the acceptance intention affects actual acceptance behavior of users either directly or indirectly. Fourth, even though innovation resistance has regulation effect on the relationship between expectation on efforts or social impact and acceptance intention, it was found to have no regulation effect on the relationship between perceived risk and acceptance intention.

• Journal of Digital Contents Society
• /
• v.16 no.2
• /
• pp.283-290
• /
• 2015

This study focused on SNS use of Chinese students who are studying in Korea. Communication media like SNS is strongly related with socialization of foreigners. Thus, it is expected to verify relationship between current SNS use tendency of Chinese students and their settlement in Korea based on analysis on the factor influencing SNS use of Chines students. For the study on the factor influencing to SNS use of Chinese students in Korea TAM model was used as a research frame. Based on TAM theory technological attribute, individual attribute and social attribute were taken out as independent variables. Perceived ease of use and perceived usefulness are applied as mediator variables. In research conclusion, some hypotheses are adopted the same as existing theory, but some hypotheses for example service quality and individual attribute are rejected as variables which influence positively to mediator variable perceived easy of use. For the next research more various variables and nationwide sampling will be needed. Based on this research it is expected to be analysed correlation between foreigners settlement in Korea and communication media like SNS.