• The Journal of Information Systems
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• v.22 no.1
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• pp.65-87
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• 2013

The development and expansion of communication technology in the field of information technology (IT) have changed the method and culture of communication, mediating communication among people. In particular, since social network service (SNS) has the attributes of information delivery and processing, it has a more powerful dissipating effect and influence than other existing communication methods. The role of users in SNS is important because it has the communication structure of producer-consumer, which consists of sharing, connection and participation of users. In this line, the purpose of this study is to investigate the intention for continued use of SNS by user ability. In order to explain the motivation and behavior for continued use of SNS by users, this study employed the motivation theory and post-adaptation model. The study applied 'media literacy' to the characteristics of SNS media and environment and expanded it into the concept of 'SNS literacy' to identify the moderating effect by user ability. Referred to as 'user's ability that is required to use SNS,' the SNS literacy was verified for its moderating effect with the three sub-dimensions: 'technical accessing ability,' 'understanding ability' and 'creative ability.' The major findings of this study are as follows. First, the perceived usefulness and playfulness were found to have a significant effect on the intention for continued use of SNS, showing the same result with previous studies on technology acceptance. In other words, usefulness and playfulness are variables with an explanatory power in the SNS environment as well. Second, the conceptualization of SNS literacy with accessing ability, understanding ability and creative ability was found to be valid. Third, it was verified that there was a significant difference in the SNS literacy between perceived usefulness and continued use, indicating that users with higher ability respond sensitively to usefulness and affect continued behavior. The moderating effect of SNS literacy was also verified in the relationship between perceived playfulness and intention for continued use. The results above confirm the difference in post-adaptation behavior of individuals, and are expected to provide several implications.

• Asia pacific journal of information systems
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• v.18 no.1
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• pp.25-51
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• 2008

Researchers have been continuously interested in the adoption of information technology (IT) since it is of great importance to the information systems success and it is also an important stage to the success. Adoption alone, however, does not ensure information systems success because it does not necessarily lead to achieving organizational or individual objectives. When an organization or an individual decide to adopt certain information technologies, they have objectives to accomplish by using those technologies. Adoption itself is not the ultimate goal. The period after adoption is when users continue to use IT and intended objectives can be accomplished. Therefore, continued IT use in the post-adoption period accounts more for the accomplishment of the objectives and thus information systems success. Previous studies also suggest that continued IT use in the post-adoption period is one of the important factors to improve long-term productivity. Despite the importance there are few empirical studies focusing on the user behavior of continued IT use in the post-adoption period. User behavior in the post-adoption period is different from that in the pre-adoption period. According to the technology acceptance model, which explains well about the IT adoption, users decide to adopt IT assessing the usefulness and the ease of use. After adoption, users are exposed to new experiences and they shape new beliefs different from the thoughts they had before. Users come to make decisions based on their experiences of IT use whether they will continue to use it or not. Most theories about the user behaviors in the pre-adoption period are limited in describing them after adoption since they do not consider user's experiences of using the adopted IT and the beliefs formed by those experiences. Therefore, in this study, we explore user's experiences and beliefs in the post-adoption period and examine how they affect user's intention to continue to use IT. Through deep literature reviews on the construction of subjective beliefs by experiences, we draw three meaningful constructs which theoretically have great impacts on the continued use of IT: perceived habit, confirmation, and computer self-efficacy. Then, we examine the role of the subjective beliefs on the cognitive/affective attitudes and intention to continue to use that IT. We set up a research model and conducted survey research. Since IT use implies interactions among a user, IT, and a task, we carefully selected the sample of users using same/similar IT to perform same/similar tasks, to exclude unwanted influences of other factors than subjective beliefs on the IT use. We also considered that the sample of users were able to make decisions to continue to use IT volitionally or at least quasi-volitionally. For each construct, we used measurement items recognized for reliability and widely used in the previous research. We slightly modified some items proper to the research context and a pilot test was carried out for forty users of a portal service in a university. We performed a full-scale survey after verifying the reliability of the measurement. The results show that the intention to continue to use IT is strongly influenced by cognitive/affective attitudes, perceived habits, and computer self-efficacy. Confirmation affects the intention to continue indirectly through cognitive/affective attitudes. All the constructs representing the subjective beliefs built by the experiences of IT use have direct and/or indirect impacts on the intention of users. The results also show that the attitudes in the post-adoption period are formed, at least partly, by the experiences of IT use and newly shaped beliefs after adoption. The findings suggest that subjective beliefs built by the experiences have deep impacts on the continued use. The results of the study signify that while experiencing IT in the post-adoption period users form new beliefs, attitudes, and intentions which may be different from those of the pre-adoption period. The results of this study partly demonstrate that the beliefs shaped by the behaviors, those are the experiences of IT use, influence users' attitudes and intention. The results also suggest that behaviors (experiences) also change attitudes while attitudes shape behaviors. If we combine the findings of this study with the results of the previous research on IT adoption, we can propose a cycle of IT adoption and use where behavior shapes attitude, the attitude forms new behavior, and that behavior shapes new attitude. Different from the previous research, the study focused on the user experience after IT adoption and empirically demonstrated the strong influence of the subjective beliefs formed in the post-adoption period on the continued use. This partly confirms the differences between attitudes in the pre-adoption and in the post-adoption period. Users continuously change their attitudes and intentions while experiencing (using) IT. Therefore, to make users adopt IT and to make them use IT after adoption is a different problem. To encourage users to use IT after adoption, experiential variables such as perceived habit, confirmation, and computer self-efficacy should be managed properly.

• Journal of Information Technology Services
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• v.8 no.1
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• pp.11-27
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• 2009

Recently, IPTV attracts great attention along with the digital convergence of communication and media technologies. This study examined critical factors on the consumer's continued use of the IPTV service. Based on the expectation-confirmation theory and the innovation diffusion theory, we derived nine key factors in the research model-relative advantage, compatibility, ease of use, image, diversity of contents, interactivity, monetary value, social influence, and user satisfaction. Using the partial least square method, we found that content diversity and compatibility have a significant indirect effect on the continued use of the IPTV service via user satisfaction, and user satisfaction and social influence also have a significant direct impact on the IPTV use. These findings not only provide practical insights on the consumer acceptance of new technology-converging services, but also help managers to plan their marketing strategies better.

• Asian Pacific Journal of Cancer Prevention
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• v.14 no.7
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• pp.4319-4323
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• 2013

Background: Hookah smoking has been referred to as a global tobacco epidemic by public health officials. This study aimed to investigate the characteristics, behaviour and perceptions related to hookah smoking among the youth smokers in Pune. Methods: Two hundred and eighty established hookah smokers participated in this study. Data was collected using a 29-item questionnaire, constructed using three main domains: Characteristics (socio-demographic and personal), behaviour and perceptions (about harmful effects in comparison to cigarette smoking). Results: The results indicated that the mean age of starting hookah smoking was 17.3 years; 75% of participants did not have parental acceptance; light-headedness, dizziness and headache were most common reported nicotine effects, post hookah smoking. Hookah smoking on a daily basis was reported by 24.6% participants. The mean time of hookah session was 1 hour and 19 minutes. 68.2% participants were reported to smoke hookah in hookah-cafes and 35.7% participants were found to share the hookah. Some 66.7% participants had no intention to quit. Most of them (71-80%) had misperception about the safety of hookah smoking over cigarette smoking and 54-82% participants were unaware of health effects. Conclusions: Educational intervention is urgently needed to create awareness among the youth about the harmful effects of hookah smoking.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.32 no.2
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• pp.124-134
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• 2024

This study is based on the Expectation Confirmation Theory (ECT) and categorizes trust types in non-face-to-face boarding services into three dimensions: structural assurance, platform, and service provider. It analyzes the impact of these trust types on users' perceived usefulness, satisfaction, and continuous usage intentions. Using a structural equation model, the study found that the three dimensions of trust positively influence users' satisfaction and perception of usefulness, thereby promoting intentions for continuous use. However, perceived risk weakens the positive relationship between trust and continuous usage intentions. By exploring the moderating role of perceived risk in non-face-to-face boarding services, this study analyzes its impact on user behavior patterns, contributing to the optimization of service design and enhancement of user trust. This study promotes widespread acceptance and continuous use of the service, and is crucial for developing effective non-contact service strategies that meet the needs and expectations of Chinese travelers in the post-pandemic travel environment. The findings provide a new perspective and empirical evidence for understanding user attitudes and behaviors towards non-face-to-face services, holding significant theoretical and practical implications.

• Journal of the Korea Concrete Institute
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• v.17 no.1 s.85
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• pp.85-94
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• 2005

Post-tensioned Precast concrete System(PPS) consists of U-shaped precast wide beams and concrete column. The continuity of beam-column joint is provided with floor concrete cast on the PC shell beam and post-tensioning. The purpose of this paper is to evaluate the response of PPS interior beam-column joint subjected to cyclic lateral loading. To this end, an experimental investigation was performed with three half-scale specimens of interior connection. The design parameters are the amount of beam reinforcement placed inside the joint core. The test results showed that cracks were distributed well without my significant degradation of strength and ductility. Also, it was found that the prestressing may affect to alter the torsional crack angle. And the specimens sufficiently resist up to limiting drift ratio of 0.035 in accordance with the provisional by ACl of acceptance criteria for concrete special moment frames.

• Korean Journal of Childcare and Education
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• v.7 no.2
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• pp.137-158
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• 2011

This study is to investigate the effect of music therapy Program on Problem Behaviors and Social Skills Children with ADHD. The participants of the study were first and second graders in B elementary school in J city. They were observed in unsuitable behavioral patterns in school life by their homeroom teachers. Fifteen participants were divided into control and experimental group: The control group was eight and the experimental group was seven. Group music therapy was conducted two times a week for seven-week period. It took 35-40 minutes per therapy after school. Child Behavior Checklist-Korean, Social Skills Rating System, Social Acceptance were administered in pre- and post-stages. For the analysis of the data, Mann-Whitney U test was used. The findings from the research are summarized as follows: 1) The experimental group who was treated in music therapy showed a positive effect on problem behaviors. That is to say, the participants in the experimental group improved in emotional and cognitive stability while they significantly decreased attack behaviors; 2) The experimental group statistically showed significant improvement in their social behaviors compared to the control group. The music therapy group significantly increased social skills such as cooperation, self-assertion, and self-control. However, they did not improve responsibility as social skills in a significant manner; and 3) The experimental group showed higher degree of social acceptance than the control group. However, the result did not show a significant difference between the groups. In conclusion, the study proved positive effects of music therapy on ADHD children's uncarefulness, attack behaviors, and social skills for seven-week experimental period.

• Asia Marketing Journal
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• v.12 no.3
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• pp.1-24
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• 2010

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use. The research hypotheses are as follows; H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6. Brand identification will have a positive influence on continued usage intention. H7. Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9. Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called "Gifticon". Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.

• Journal of the Korean Society of Food Culture
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• v.13 no.4
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• pp.275-291
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• 1998

Food irradiation is an emerging technology which offers many advantages such as reduction of microorganisms, extension of shelf-life of foods, reduction in the use of post-harvest chemicals, and destruction of insects and parasites. The commercial utilization of food irradiation, however, has been restricted because of the uncertainty of consumers' responses to it. Because success of food irradiation in the marketplace will depend upon their acceptability by consumers, this study focused on the consumers' perception and acceptance toward food irradiation in order to get basic data for commercial utilization of food irradiation and give information to consumers to help rational consumption behavior. The survey with 411 respondents living in Youngnam area was conducted during the spring of 1997 by the questionnaires. The results and implications from this study are as follows. First, consumers' knowledge about food irradiation is scanty. Two-thirds of respondents in the survey had not heard of irradiated foods and many people confused irradiation with radioactivity. In the willingness to accept food irradiation, one-third of respondents showed a wait-and-see attitude. This result indicated consumers had insufficient information about the irradiation process and nationwide education of food irradiation technology should be undertaken. Second, although the purchase and use of food are very important consumption behaviors, consumer education by mass communication has been rarely done. For the successful commercialization of food irradiation, the information provision by mass communication for the consumers should be made. Third, consumers generally worried about residual pesticide and intended to purchase irradiated foods if radioactivity was not retained in the foods. Therefore, food irradiation could be an alternative method to the use of pesticide Fourth, consumers pointed out that they wanted to extend shelf-life of milk and dairy foods, fish and seafood and to irradiate these foods. Therefore, research for the safety of irradiated foods should be continually conducted. finally, labeling for irradiated foods is needed to provide the information and to further increase public understanding. Especially, the labeling should show the definite reason why irradiation is being used. In conclusion, recently, under the circumstances that the commercial utilization of food irradiation and irradiation for the import and export products have been increased in many countries, many efforts are needed to improve the quality of irradiated foods, and prove the safety of them in Korea. In addition, consumer education for food irradiation should be given to help consumers to make decision for food purchase and use.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.