• 유통과학연구
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• 제21권2호
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• pp.119-129
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• 2023

Purpose: This study intended to examine the effects of the characteristics of platforms for purchasing airline tickets on perceived ease of use, usefulness, and e-loyalty, applying the technology acceptance model. Research design, data and methodology: A research model was established based on previous studies, and data were collected from consumers with experience in the airline ticket purchasing platform. 175 valid samples were used and analyzed using SEM. Results: Characteristics of the ticket purchase platform were classified into sub-factors of accessibility, functionality and information reliability through theoretical consideration. The established hypotheses for the research were partially accepted. Conclusions: First, functionality and information reliability were found to have significant positive effects on perceived ease of use, while accessibility did not have such effect. Second, accessibility did not affect the perceived usefulness, and both functionality and information reliability had a significant positive effect on perceived usefulness. Third, it was found that the perceived ease of use had a positive effect on perceived usefulness. Finally, it was found that perceived ease of use did not affect e-loyalty of the ticket purchasing platform, only perceived usefulness affected e-loyalty. This study had important academic and practical implications in the context of air ticket distribution.

• 지식경영연구
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• 제16권4호
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• pp.47-67
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• 2015

Present study investigates the impact of privacy concerns of SNS users on continued intention to use since the privacy infringement issue emerges when smartphone use has been increasingly prevalent. In particular, moderating effect of perceived usefulness and mediating effect of trust between privacy concerns and continued intention to use are further evaluated. Contrary to the expectation that users of SNS will resist to use SNS because of privacy concerns, the number of users of SNS is still growing exponentially. Current paradox might be explained by the intervening factors such as perceived usefulness and trust. The results verify the mediating role of trust and no moderating role of perceived usefulness. Finally, the practical implication for businesses who utilize SNS in their marketing strategy is discussed.

• 한국멀티미디어학회논문지
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• 제25권9호
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• pp.1348-1355
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• 2022

This study will be an exploratory study from the perspective of IWOM on the intention of word-of-mouth transmission. And based on 256 questionnaire survey data of E-Commerce live broadcast consumers, structural equation modeling is used to explore the paths and mechanisms of influence of consumers' perceived IWOM and perceived value on oral transmission intention in China's E-Commerce live broadcast. The results found that consumers' perceived IWOM had a positive effect on perceived usefulness and perceived entertainment, and that perceived usefulness had a positive effect on purchase intention while perceived entertainment had no direct effect on word-of-mouth transmission intention. Perceived IWOM also indirectly influences willingness to pass on word-of-mouth by affecting perceived value. Among them, the mediating effect of perceived usefulness in the path of perceived network influence on word-of-mouth transmission intention is greater than that of perceived entertainment.

• 한국콘텐츠학회논문지
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• 제12권11호
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• pp.174-182
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• 2012

본 연구는 국세청전자문서시스템 수용에 영향을 미치는 정보품질요인이 전자문서시스템의 지각된 유용성과 지각된 이용용이성 그리고 시스템 사용태도에 어떠한 영향을 미치는지를 기술수용모형(TAM)을 이용하여 분석하는데 목적을 두었다. 분석결과, 국세청전자문서시스템을 수용하는 과정에 있어서 지각된 용이성과 지각된 유용성은 전자문서시스템의 정보품질변수와 시스템의 사용태도에서 매개역할을 하고 있으며, 전자문서시스템의 정보품질요인은 지각된 사용용이성과 지각된 유용성에 영향을 미치는 것으로 나타났다. 또한 시스템의 지각된 사용용이성은 지각된 유용성에 영향을 미치며, 전자문서시스템의 정보품질요인은 지각된 사용용이성과 지각된 유용성의 완전 매개역할을 통해서 시스템 사용태도에 영향을 미치는 것을 확인할 수 있었다.

• Journal of Information Technology Applications and Management
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• 제18권4호
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• pp.21-40
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• 2011

Emoticons perform an important role as an enhancement to written communication, in areas such as Windows Live Messenger instant messaging, e-mails, mobile Short Message Services (SMS), and others. Emoticons are graphic images used in communications to indicate the feelings of people exchanging messages via mobile technology. In this research, the perceived usefulness of the emoticon in mobile phone text messages is verified with consumers using the five construct model of Huang. A K-means clustering technique for separating three groups based on levels of perceived usefulness of mobile emoticons is used with a structural equation model test using Smart PLS 2.0, and the bootstrap re-sampling procedure. We analyzed relationships among use of emoticons, enjoyment, interaction, information richness, and perceived usefulness. The results show there are relationships among use of emoticons, enjoyment, interaction, perceived usefulness, and information richness, however enjoyment of emoticons did not significantly affect the perceived usefulness of messages with emoticons alone. The results suggest emoticons have different affects on emotion in both mobile, and Messenger contexts. Our study did not consider more detailed media properties, and thus more studies are needed. Our research results contribute to mobile communication activation, provides companies with an understanding of key characteristics of consumers who use emoticons, and provides useful implications for improving management and marketing strategies.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.329-338
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• 2020

The present study aims to investigate the perceived usefulness of business coaching as a moderator between the association of entrepreneurial competencies and business success of women micro-entrepreneurs. This study employs a stratified random sampling technique to collect data from women micro-entrepreneurs who attended business coaching sessions. In total, 261 questionnaires were distributed and collected. This study has divided the moderator (i.e., perceived usefulness of business coaching) into two groups, namely, group 1 (with a low mean) and group 2 (with a high mean) for moderation analysis. By using a comparative analysis of the path coefficient for groups 1 and 2, the path is moderated by the perceived usefulness of business coaching if the beta value for group 1 is significant, and the beta value for group 2 is non-significant. The results show that eight out of a total of sixteen hypotheses were supported, while the remaining hypotheses were rejected. The findings of the study suggest that the domains of entrepreneurial competencies for women micro-entrepreneurs, including strategic, commitment, conceptual, opportunity, and relationship competencies, together with the perceived usefulness of business coaching, are vital for the business success and should remain the principal focus of future research in women entrepreneurship.

• 디지털산업정보학회논문지
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• 제20권3호
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• pp.61-70
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• 2024

This study aimed to analyze the impact of perceived usefulness, ease of use, and satisfaction with ChatGPT on the intention to use it. Data were collected through an online survey, and the results showed differences in perceived usefulness, ease of use, and intention to use according to the demographic characteristics of the research subjects. Furthermore, a multiple regression analysis was conducted to examine the impact of ChatGPT's usability, ease of use, and satisfaction on the intention to use. The results indicated statistically significant differences in perceived usefulness, ease of use, and intention to use ChatGPT between students in different academic years. In addition, perceived usefulness, ease of use, and satisfaction with ChatGPT showed a significant positive influence on the intention to use it. This study is significant as it analyzes the intention to use ChatGPT, considering the role of generative AI in digital education and innovative teaching methods in the educational context.

• 한국정보시스템학회지:정보시스템연구
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• 제27권4호
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• pp.97-114
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• 2018

Purpose Compliance support system (CSS) aims to support employees' voluntary compliance activities, however, it requires a different approach from the acceptance of other general information systems. In other words, the user's concern that his/her compliance activities recorded in the system are monitored may hinder the active use of the system. In this regard, we set up a research model to investigate the factors that affect the intention to use CSS, by including perceived usefulness, compliance commitment, and surveillance concern. Design/methodology/approach A questionnaire survey was conducted for the employees of a domestic oil-company, who operates their own CSS. Based on the 865 data collected, a structural model analysis using PLS was conducted. As a result, all four hypotheses were accepted. It was found that perceived usefulness of CSS has a positive effect on the intention to use CSS. Compliance commitment has a positive effect both on perceived usefulness and intention to use CSS. In contrast, surveillance concern of one's non-compliance recorded in the CSS was shown to have a negative effect on the relationship between compliance commitment and perceived usefulness. Findings This study has academic implications in that it extends the viewpoint of the existing technology acceptance mechanism by examining the two aspects, i.e., compliance commitment and surveillance concern. This study may also provide practical directions to strengthen the use of the active compliance support system by the employees.

• 정보교육학회논문지
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• 제15권3호
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• pp.449-458
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• 2011

본 연구는 사이버대학생의 과제가치, 지각된 유용성이 학습성과(학습몰입, 학습지속의향)에 미치는 영향과 교수실재감의 매개효과를 분석하기 위해, H 사이버대학생 137명을 대상으로 수행되었다. 그 결과, 과제가치와 지각된 유용성은 학습몰입과 학습지속의향에 유의미한 영향을 미치는 요인으로 확인되었으며, 교수실재감은 과제 가치와 지각된 유용성이 학습성과(학습몰입, 학습지속의향)을 예측하는 데 있어 매개역할을 하는 것으로 나타났다. 이와 같은 결과는 사이버대학생의 학습성과(학습몰입, 학습지속의향)를 높이기 위해서는 과제가치, 지각된 유용성 향상을 위한 학습과정 설계 전략과 함께 교수자의 역할과 행동, 촉진을 제공하기 위한 노력이 필요함을 시사한다.

• 한국정보시스템학회지:정보시스템연구
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• 제24권2호
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• pp.117-138
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• 2015

Purpose The number of Tablet PC users has recently increased in steep, which started to offer media companies more opportunities to enter into a new business field. Based on Information System Success model, this study finds that tablet magazine's quality factors influence perceived usefulness, user satisfaction and intention of continuous use. Design/methodology/approach We conducted a survey for 20-40's Tablet PC users. After pilot study, we analyzed the main survey data by using SPSS 18.0 and AMOS 18.0, and employed structural equation modeling to test the hypotheses. Findings Our research results are summarized as follows : First, information quality has a positive impact on user satisfaction, but not on perceived usefulness. Second, service quality has a positive impact on perceived usefulness, but not on user satisfaction. Third, perceived usefulness positively influences user satisfaction. Fourth, user satisfaction positively influences the intention of continuous use. In particular we found that Tablet PC usage experience had a moderating effect on the relationship between perceived usefulness and user satisfaction.