• Asia pacific journal of information systems
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• 제30권3호
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• pp.614-635
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• 2020

This study aims at understanding gender difference in trust and the related factors affecting the intention to purchase voice speakers VS. VS are one of the innovations that are emerging at a fast pace in the market. Although it seems to be widely embraced by both genders, people do not intend to use them in some cases due to a lack of trust and the rumors circling these types of technologies. Nevertheless, there are particular barriers to the acceptance of VS technology between females and males due to unfamiliarity with the effective components of such technologies. Therefore, assuming that increasing the knowledge-based familiarity with an effective technique is essential for accepting it. So far, only little is known about VS and its concepts to increase the familiarity and, as a consequence, the acceptance of effective technology. Technology adoption in gender has been studied for many years, and there are many general models in the literature describing it. However, having more customized models for emerging technologies upon their features seems necessary. This study is based on Theory of Reasoned Action and trust-based acceptance which provides a background for understanding the relationships between beliefs, attitude, intentions, and subject norms and how it's affecting gender trust in VS. The statistical analysis results indicate that perceived system quality and perceived interaction quality have stronger influences on trust for males, while privacy concern and emotional trust have stronger influences on trust for females with the intention of purchase for both genders. Our study can be beneficial for future research in the areas of Perceived risk and Perceived utility and behavioral intention to use and human-technology interaction and psychology.

• 벤처창업연구
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• 제11권3호
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• pp.131-143
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• 2016

본 연구는 최고경영자(CEO)가 기업의 경영활동에 부정적 영향을 미치는 CEO평판 리스크 또는 CEO평판 리스크 위기 현상을 탐구하였다. 이를 위해 기업-CEO평판 격차를 비롯해 기업지식, CEO지식, 기업관여도 등의 변인이 구매의사, 성장전망과 투자전망, 기업선호에 미치는 영향을 각각 살펴보았다. 아울러 CEO평판이 기업평판 보다 낮은 경우를 'CEO평판 리스크 집단', CEO평판이 기업평판 보다 높은 경우를 'CEO평판 프리미엄 집단'으로 구분하여 각각의 집단에서 차이를 분석하였다. 전국단위 성별, 연령별, 지역별 무작위 비례할당방식에 근거해 추출한 표본(N = 451)에 대한 분석을 통해 다음과 같은 연구결과를 얻었다. 첫째, CEO지식과 기업-CEO 평판 격차는 구매의사, 성장과 투자전망, 기업선호에 부(-)적 영향을 주는 것으로 나타났다. 반면 기업관여도와 기업지식은 구매의사, 성장과 투자전망, 기업선호에 정(+)적 영향을 미쳤다. 둘째, 기업관여도는 CEO평판 리스크 집단과 CEO평판 프리미엄 집단에서 모두 구매의사, 성장과 투자전망, 기업선호에 정(+)적 영향을 미쳤다. 기업지식은 CEO평판 리스크 집단에서 구매의사, 성장과 투자전망, 기업선호에 정(+)적 영향을 끼쳤다. CEO지식은 CEO평판 리스크 집단에서 구매의사, 성장과 투자전망, 기업선호에 부(-)적 영향을 미쳤다. 본 연구는 CEO평판이 해당 기업의 회사평판 수준에 미달하는 경우에는 CEO가 해당기업에 대한 소비자의 구매의사, 성장전망, 투자전망, 기업선호에 부정적인 영향을 미칠 수 있음을 시사한다.

• 한국콘텐츠학회논문지
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• 제16권10호
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• pp.311-325
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• 2016

모바일 인스턴트 메신저를 통한 커뮤니케이션이 지닌 특성 중 하나인 이모티콘의 사용 비중은 최근 비약적으로 증가하며 관련 시장도 커지고 있다. 이처럼 모바일 인스턴트 메신저 내 이모티콘 시장 가치가 증대되고 있음에도 불구하고, 이에 대한 학문적 연구는 미흡한 실정이다. 본 연구는 이러한 학문적 간극(gap)을 메우고, 모바일 인스턴트 메신저 서비스 내 이모티콘 시장 확대를 위한 전략 방향을 제안하기 위해 수행되었다. 보다 구체적으로 본 연구는 국내 스마트폰 사용자들이 가장 많이 사용하고 있는 모바일 인스턴트 메신저 앱인 카카오톡을 대상으로 카카오톡 내 이모티콘 구매의도에 영향을 미치는 요인들에 대해 탐색해보고자 한다. 본 연구는 카카오톡 대학생 사용자 193명을 대상으로 설문조사를 통해 진행되었으며, 구조방정식 모형의 경로분석을 사용하여 가설 검증을 하였다. 분석 결과, 모바일 인스턴트 메신저에 대한 소비자의 지각된 혜택은 시스템 신뢰도에 양(+)의 영향을 주었고, 지각된 위험은 음(-)의 영향을 주었다. 또한 이모티콘에 대한 지각된 유용성과 플로우는 각각 이모티콘 사용태도에 양(+)의 영향을 주었다. 그리고 시스템 신뢰도와 이모티콘 사용태도는 이모티콘 구매의도에 각각 양(+)의 영향력을 주는 것으로 밝혀졌다. 본 연구는 게임이나 소셜 네트워크 서비스 등 다른 모바일 관련 서비스 컨텐츠에 비해 상대적으로 연구가 많이 진행되지 않은 모바일 인스턴트 메신저 내 이모티콘 구매에 대한 연구로서 구체적인 이론적, 실무적함의 역시 논하였다.

• 한국콘텐츠학회논문지
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• 제18권3호
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• pp.81-100
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• 2018

본 연구에서는 확장된 기술수용모델(TAM2)을 적용하여 자율주행자동차의 구매의도에 미치는 영향요인을 알아보았다. 이를 위해 자동차 운전경험이 있는 이들 가운데 일반인 117명을 대상으로 본 분석을 실시하였으며 분석 방법은 구조방정식모형(SEM: Structural Equation Modeling)을 이용하였다. 분석 결과 사회적 영향과 지각된 위험은 인지된 유용성과 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 혁신성의 경우는 인지된 유용성에는 영향을 미치지 못했으나 구매의도에는 긍정적 영향을 주는 것으로 나타났다. 반면 개인이 자각하는 운전능력과 자동차 유희성은 인지된 용이성에 어떠한 영향도 미치지 않은 것으로 분석됐다. 또한 연구가설에는 포함하지 않았으나 개인이 자각하는 운전능력이 인지된 유용성에 부정적 영향을 주는 것으로 나타난 결과를 주목해 볼 수 있었다. 이상의 결과를 종합했을 때 자율주행자동차의 구매의도에 영향을 미치는 변인으로 사회적 영향과 혁신성 및 지각된 위험은 중요한 변인의 역할을 하는 것을 알 수 있었다. 이러한 결과로 4차 산업혁명의 신기술인 자율주행자동차에 대한 예비 수용자들의 인식을 미리 예측해 볼 수 있었다는 것에 본 연구의 의의가 있다.

• Asia pacific journal of information systems
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• 제19권1호
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• 커뮤니케이션디자인학연구
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• 제68권
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• pp.278-288
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• 2019

광범위하고 다양하게 발전해가고 있는 IoT 시장에서 리스크와 사용 편리성이 구매 의도에 미치는 영향분석과 이에 대한 감성적 소비 가치의 조절 효과를 분석하고자 하였다. 본 연구에서는 크게 세 가지 제품군에서 각각 2가지의 제품을 선정해 연구를 시행하였다. 연구의 방법으로는 크게 세 가지로 첫째, 이론적 고찰, 둘째, 연구모형 검증을 위해 IoT 제품의 소비가 가능한 20대 이상의 남녀 250명을 대상으로 survey 분석을 하였으며 분석은 SPSS를 이용하여 기술통계로 신뢰도 분석과 요인분석을 하였다. 셋째, Survey 분석의 오류를 해소하기 위해 남녀 20~30대 8명을 대상으로 심층 인터뷰와 간접적 체험에 따른 뇌전도(EEG)의 변화를 측정하였다. 본 연구의 가설의 실증분석 결과 IoT 제품의 사용 편리성이 구매 의도에 있어서 영향을 미치는 것을 확인할 수 있었다. 리스크가 구매 의도에 부정적인 영향을 보일 것으로 예측하였으나 본 연구에서는 유의미하지 않게 나타났다. 이는 일반적으로 고객이 하이테크제품을 구매할 때 제품구매 비용, 사용 비용, 처분에 관한 비용 등 금전적 손실에 대해서 일반제품의 경우보다 경시되는 경향을 나타낸 것이 아닌가 짐작하였고, 심층 인터뷰와 EEG 분석결과 IoT 제품의 특성상 리스크가 있어도 신기술의 신기한 제품, 나의 삶을 이롭게 할 것이라는 막연한 생각 등으로 구매해보고 사용해보고자 하는 욕구가 있다고 이야기했다. 감성적 소비가치의 하위요소인 심미성, 상징성, 쾌락성 모두 큰 영향을 미치는 것으로 확인되었다. 이는 감성적 소비가치가 구매 의도에 긍정적인 영향을 주는 것으로 나타난 선행연구들과 일치하는 결과이다. 심층 인터뷰와 EEG 분석결과 역시 동일한 결과를 얻을 수 있었다. 본 연구를 통해 감성적 소비가치가 IoT 제품 구매 의도에 영향을 미치는 것을 밝혀냈다. 이는, IoT 제품을 생산하는 기업들은 좀 더 감성적 소비가치를 적용한 마케팅에 집중해야 할 필요성으로 보인다.

• 한국디지털건축인테리어학회논문집
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• 제12권1호
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• pp.35-43
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• 2012

This study aimed to seek a method capable of hedging a rising risk of housing rent price by introducing derivatives with the target of Korean housing rent markets. The research model used in this thesis progressed a research by applying a futures contract method with the target of the rent price of major apartments in Gangnam and Gangbuk Regions of Seoul. As an analysis result, the rent price of all complexes has risen during its analysis period, so it could be confirmed that the CRB future index was also risen according to this. Finally, it was confirmed that the rising risk of the rent price can be hedged through a purchase position of futures. But, as the difference between rent price variation and CRB future index variation occurs, it appeared that 100% of hedge is difficult. However, it is judged that if considering that a method capable of hedging the rising risk of the existing rent price was nonexistent, the hedge trading effect utilizing the CRB future index on the rent price will be meaningful.

• 한국의류학회지
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• 제39권5호
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• pp.714-727
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• 2015

This study investigated consumers' clothing expense, consumer innovativeness and perceived risk to the channel type they frequently purchase fashion products and compared the relationship between the variables. A survey of male and female college students was conducted and 367 responses were analyzed using descriptive statistics, chi-square analysis, two-way ANOVA, factor analysis, reliability analysis, and correlations. Female consumer clothing expenses were high compared to male consumers, and clothing expenses of consumers using department stores and independent banded stores were high compared to those using internet shopping malls. The sub-dimensions of consumer innovativeness were determined as adventure-oriented, unique-oriented, and change-oriented, and female consumers have characteristics more unique-oriented and change-oriented. In the case of female respondents, unique-oriented innovativeness was highest for department store customers, while the male customer of non-branded stores showed the highest unique-oriented innovativeness. Perceived risk indicated the highest score from the customers of internet shopping mall. Department stores were recognized as reliable by female department store customers. Clothing expenses and consumer innovativeness dimensions showed significantly positive correlations; in addition, the relation between clothing expense and perceived risks were significantly negative. Consumer innovativeness and perceived risks have positive relations.

• 한국생활과학회지
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• 제20권5호
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• pp.1035-1046
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• 2011

The purpose of this study was to investigate the impulse buying behavior of men and women in their twenties, who have experiences of purchasing on internet shopping malls, when they buy fashion products. The data in this study was statistically analyzed using factor analysis, reliability coefficient, and multiple regression analysis using SPSS 14.0. The findings are as follows. First, factor analysis revealed five factors of impulse buying behavior during the purchase of fashion products on internet shopping malls: affective impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Second, factors of perceived risk when purchasing fashion products on internet shopping malls included product quality, payment, service, and economy. Third, sources of information included personal sources of media for fashion professionals, commercials and sponsorship, and promotion. Fourth, the effect of the perceived risk on impulse buying behavior was investigated and the result showed that the perceived risk had a statistically significant influence on impulse buying behavior. Finally, the effect of the information source on impulse buying behavior was investigated and the results showed that the use of information sources had a statistically significant influence on impulse buying behavior.

• Safety and Health at Work
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• 제13권1호
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• pp.23-31
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• 2022

Background: Potato is the main crop of Ardabil Plain (accounting for one-fifth of potato production in Iran). Its health hazard risk to farmers is rising due to the increasing rate of pesticide use. The present study analyzes potato farmers' health hazard risk in the use of chemical pesticides. Methods: The rate of pesticide use by farmers (n = 370) was first compared with the recommended dosage (on pesticide label). Then, a composite index was employed to estimate the health hazard risk of farmers during pesticide use, and the variables accounting for pesticide overuse and nonoveruse were analyzed. Safety behavior was examined in four steps, namely of pesticide purchase and storage, preparation, application, and postapplication. Results: It was found that 74.6 percent of potato farmers used pesticides in higher concentrations than the recommended dosage. The higher average rate of pesticide use versus recommendation (label instruction) was related to Chlorpyrifos and Trifluralin, and the highest average health hazard risk among farmers was related to the use of Chlorpyrifos and Metribuzin. Farmers with a higher risk of health hazard displayed much lower safety behavior than the other farmers at all steps of pesticide use. Conclusion: The most important variables discriminating the health hazard risk of farmers' overuse included health behavior identity, attitude, knowledge and awareness, and cues to action. Therefore, using social media, holding local exhibitions, and engaging local leaders and skilled farmers in the region to improve farmers' attitudes and health behavior identity toward the dangers of chemical pesticides can play a significant role in motivating farmers' display of overuse preventive behaviors.