• Culinary science and hospitality research
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• v.24 no.1
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• pp.151-163
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• 2018

Today, the development of internet brings many changes in formation exploration and acceptance. Not only the customers can come into contact much information about the firm and its product by quick and easy search, but also they produce information by themselves or can spread the information via the internet. Nowadays, customers are progressive information explorer and producer on online. In this sense, this study examined the effects of e-word-of-mouth information characteristics on the consumer's perceived usefulness and perceived acceptance of e-word-of-mouth information in the food service industry in order to suggest directions to enhances marketing strategies for marketer. The research model for this study was designed based on the hypothesis that the characteristics of e-word-of-mouth information and credibility of the information influenced both the user's perceived usefulness and acceptance. Based on total 277 customers obtained from the empirical research, this study reviewed validity, reliability and fitness of research model. The analysis results on these factors are as follow. First, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived usefulness. Second, the characteristics of e-word-of-mouth information; vividness, consensus, direction had an influence on the customer's perceived acceptance. Third, the reliability of information had an influence on the customer's perceived usefulness and the credibility of e-word-of-mouth information perceived acceptance. Fourth, the customer's perceived usefulness had an influence on the customer's perceived acceptance.

• Journal of Information Technology Services
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• v.21 no.6
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• pp.1-19
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• 2022

This study empirically analyzed the effects of immersion and self-efficacy on the intention to continuously use realistic media. To this end, we used an extended technology acceptance model that includes not only the perceived ease of use and usefulness, but also the perceived joy as important factors. We collected data from 595 participants through an online questionnaire survey and tested the research model using a covariance-based SEM. As a result, we found that a user's immersion significantly increased perceived usefulness, ease of use, and joy of realistic media; and self-efficacy increased perceived usefulness and ease of use. Although the effect of perceived usefulness was relatively stronger than that of perceived joy, we found that the effect of perceived joy on the intention to use was also quite large. The effect of perceived ease of use on intention to use was found to be completely mediated by perceived usefulness and joy. In addition, the differences according to the types of media were tested by comparing two groups: augmented reality and virtual reality. The effects of perceived ease, usefulness, and joy on the intention to use were very similar regardless of the type of immersive media. However, it was found that self-efficacy increases usefulness only in augmented reality. Based on our findings, we have discussed the implications of our study, as well as the scope for future research.

• The Journal of Economics, Marketing and Management
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• v.11 no.5
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• pp.29-44
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• 2023

Purpose: This study analyzed the effect of the perceived value of the OTT platform on consumers' technology acceptance, continuous use intention, and WOM using the Expanded TAM. Research design, data and methodology: A survey was conducted targeting OTT platform users in their 20s to 40s nationwide from August 10 to 16, 2022, and a total of 208 people were used in the final analysis. To verify the research model, frequency analysis, CFA, and SEM analysis were performed using SPSS and AMOS. Results: First, the perceived value of the OTT platform was found to have a positive effect on consumers' technology acceptance (perceived usefulness, perceived ease of use, and perceived enjoyment). Second, the perceived ease of use of OTT platform consumers was found to have a positive effect on perceived usefulness and perceived enjoyment. Third, it was found that the perceived usefulness and perceived enjoyment of OTT platform consumers had a positive effect on the continuous use intention, and WOM. Fourth, it was found that the continuous use intention the OTT platform had a positive effect on the WOM. Conclusions: Word of mouth and continuous use of existing customers are important for OTT platform companies to retain existing customers and secure new customers. Through the perceived value of the OTT platform, efforts should be made to provide various contents that consumers can enjoy along with usefulness and convenience of functions.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.6
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• pp.969-981
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• 2010

This study explains the consumer acceptance of smart clothing using the extended Technology Acceptance Model (TAM); in addition, it compares the difference in the path hypotheses of the perceived group and nonperceived group from the aspect of the extended TAM. A total of 815 copies of questionnaire were collected from a web-based survey in March 2009. Structural equation modeling was used to examine the entire pattern of intercorrelations among the constructs and to test related propositions using an AMOS 5.0 package. The fitness of the extended TAM explains the process of the adaptation of smart clothing. Technology Innovation (TI) and Clothing Involvement (CI) were confirmed as antecedent variables to affect TAM. In the perceived group, Technology Innovation (TI) and Clothing Involvement (CI) showed significant impacts on the Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) while Technology Innovation (TI) did not influence the Perceived Ease of Use (PEOU) in the non-perceived group. Perceived Ease of Use (PEOU) influenced the Perceived Usefulness (PU) and indirectly influenced Attitude (A) through the Perceived Usefulness (PU) in both groups. In addition, Perceived Usefulness (PU) did not influence Acceptance Intention (AI) but indirectly affected Acceptance Intention (AI) through Attitude (A). Therefore, Attitude (A) was found to be an important parameter in the adaptation of smart clothing in both groups. This finding implies that consumers first perceive the usefulness of smart clothing, then take favorable attitudes towards the smart clothing, and finally have the intention to adopt it. Strategies for publishing and informing consumers of the functions of smart clothing and usefulness in life are necessary; in addition, understanding what useful values they expect from the clothing is also crucial.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.97-111
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• 2017

As a single-person household emerges as an important consumer group, an Online-to-Offline or Offlineto-Online(O2O) service market is rapidly growing. This study attempted to verify the effects of convenience and webrooming characteristics of O2O service using the Technology Acceptance Model (TAM). The purpose of this study was to investigate the effects of the convenience and webrooming of food O2O service on users' perceived ease of use and perceived usefulness, and the effects of perceived ease of use and perceived usefulness on purchase intention of O2O services. Using a convenience sampling technique, an online survey was conducted through Google survey from April 16 to April 30, 2017 and was distributed to 447 O2O service users. A total of 320 questionnaires were included in the final analysis. The results showed that convenience had a significant effect on users' perceived ease of use as well as perceived usefulness. In addition, users' perceived ease of use had a significant impact on users' perceived usefulness. Finally, both perceived ease of use and perceived usefulness positively affected users' purchase intention of O2O services. These findings suggest that differentiated events, promotions, and store information should be provided when launching O2O service because webrooming is a more important factor in enhancing perceived usefulness than the perceived ease of use.

• The Journal of Information Systems
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• v.19 no.3
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• pp.209-236
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• 2010

Recently, utilization of mobile Internet services is rapidly increasing. To properly accelerate the vitalization of mobile Internet usage, we have to know exactly about the factors affecting potential users' value recognition and intention to use. Technology acceptance model (TAM) is one of the most powerful reference framework for the individual user's adoption of IT innovations. This research borrowed core concept of TAM, and tried to explain users' intention to use mobile Internet by understanding the direct and indirect effects of subjective norm and perceived usefulness. To increase the explanatory power of the model, this paper introduced personal innovativeness as a key moderator variable. The research findings include; i) subjective norm has strong positive influence on perceived usefulness and intention to use, ii) perceived usefulness has positive influence on intention to use, iii) the influence of subject norm is greater than that of perceived usefulness, iv) positive influence of subjective norm on the perceived usefulness and intention to use are significantly stronger in the case of low personal innovativeness sub-group than the case of high personal innovativeness sub-group, and v) high personal innovativeness sub-group have shown strongly positive influence of perceived usefulness on the intention to use while there is no such significant relationship in the case of low personal innovativeness sub-group. Based on these findings, this paper proposed several guidelines to increase the adoption and the usage of mobile Internet; i) word-of-mouth is extremely important, ii) to form a good word-of-mouth, it will be very important to make early adopters and heavy users have positive direct experiences of using mobile Internet.

• Journal of Korea Society of Digital Industry and Information Management
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• v.17 no.4
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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.

• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.411-417
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• 2020

The purpose of this study was to suggest strategies of team project based learning for undergraduate students by exploring the effects of perceived usefulness on satisfaction in team project-based learning. Also, this study investigated the effects of autonomy support, self-efficacy for group work, and perceived interaction on perceived usefulness. The findings of this study revealed that perceived usefulness affects satisfaction in team project-based learning. Moreover, the results showed that autonomy support and self-efficacy for group work influence perceived usefulness. The findings of this study imply that perceived usefulness is critical team project-based learning is critical to successful learning. Additionally, autonomy support and self-efficacy for group work enables users to perceive usefulness in team project-based learning.

• Korean journal of food and cookery science
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• v.27 no.3
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• pp.71-79
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• 2011

The purpose of this study was to understand effects of culinary staff's technology kitchen system upon perceived ease of use, usefulness, attitude, and job performance in the foodservice industry. Based on a total of 387 samples obtained from empirical research, this study reviewed the reliability and fitness of the research model and verified a total of four hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=226.501 (df=85), p<.001, CMIN/df 2.665, RMR .066, GFI .927, NFI .926, IFI .952, TLI .941, CFI .952. The results show that culinary staff's perceived ease of use(${\beta}$=.534) had a significant positive effect on perceived usefulness. Also, perceived ease of use (${\beta}$=.350) and perceived usefulness (${\beta}$=.297) had a positive significant effect on attitude. Further, attitude (${\beta}$=1.647) had a significant positive effect on job performance. Limitations and future research directions are also discussed.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.353-361
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• 2021

The aim of this research is to understand and analyze the ways in which the current digital financial technology is impacting on the financial payment system provided by most of the commercial banks in Indonesia. This research analyzes the variables such as perceived ease-of-use, perceived usefulness, and perceived value on customer's intention to use in relation to the variable of trust as the intervening variable. The data collection is done through distribution of questionnaire; the population of this research consisted of the commercial banking customers located in Jakarta, Indonesia. The sample determination is done through Purposive Sampling and the analysis technique is using Partial Least Square (PLS). The results show that perceived ease-of-use, perceived usefulness, and perceived value have positive and significant effect on intention to use the mobile banking system; perceived usefulness of the application has the most significant influence on intention to use compare to the perceived of ease-of-use and perceived value of the mobile banking system. The results also indicate that, even though the mobile banking system has offered several benefits to the customer, yet it was not actively used by the banking customer compared to other commercial bank's mobile banking system in Indonesia.