• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.6 no.4
• /
• pp.59-74
• /
• 2011

Recently, along with, there is much interest and active studies related to users' intention of adopting smartphone. The main purpose of this study is, based on previous literature reviews related to mobile phone and smartphone, to apply modified Technology Acceptance Model to test the factors including enjoyment, social influence, perceived usefulness and perceived convenience that affect the adoption of smartphone. The results show that enjoyment and social influence positively affect perceived usefulness and perceived convenience, and perceived convenience also positively affects perceived usefulness and intention to use. According to statistical results by PLS structural equation analysis, we propose implications and limitations of this study and also briefly points out future research direction. We hope this exploratory study would be beneficial to future work in this area.

• The Journal of the Korea Contents Association
• /
• v.11 no.12
• /
• pp.844-855
• /
• 2011

The purpose of this study is to identify factors on the user's intention of reusing mobile app-based tourism contents and the relationship among those factors. For those purpose, we expanded the existing TAM(Technology Acceptance Model) by introducing the variables such as characteristics of mobile app-based tourism contents, which are context, ubiquitous connectivity, service quality and perceived value as external variables of the TAM. The survey was conducted by users who have previously experienced mobile app-based tourism contents. Structural equation modeling was used to Investigate the relationships between the factors. The results showed that the ubiquitous connectivity and perceived value were found to have a positive impact on both perceived usefulness and perceived ease of use. The perceived usefulness were found to have a positive impact on the attitude. Finally, The attitude were found to have a positive impact on the user's intention of reusing.

• The Journal of the Korea Contents Association
• /
• v.20 no.5
• /
• pp.46-57
• /
• 2020

The dissemination of smart devices has made a lot of changes in overall social activities. In particular, people use various types of smart devices in their spare time, such as watching video clips, but there is a lack of research on external factors influencing the attitude toward using such devices. Therefore, in this study, the effects of video viewing environmental factors (e.g. screen size and video length) and personal factors (e.g. gender and need for entertainment) on perceived ease of use, perceived usefulness, and attitude to use devices based on technology acceptance model. As a result of analyzing 660 users having different smart devices, the attitude to use smart devices is more positive as the screen size increases, but there is no difference according to gender. In addition, while the length of video clips does not affect the attitude to use, the need for entertainment positively affects the attitude to use. Based on the results of this study, we expect that it can be used for optimized customer marketing and management strategy that integrates product development and video content production in consideration of factors such as video viewing environmental factors and personal factors.

• Journal of the Korea Society of Computer and Information
• /
• v.18 no.7
• /
• pp.139-148
• /
• 2013

With the launch of Apple iPhone, platform and contents and design characteristics were highlights of the new factors. In addition, Smartphone users have increased explosively. In this research, we aim to analyze factors affecting on repurchase intention of a Smartphone based on Technology Acceptance Model(TAM). External factors such as platform, contents and design are identified through literature review and the influences of these factors on repurchase intention are assessed. A questionnaire survey was conducted to those who lived in Busan and Gyeongnam province. This research used Smart PLS(partial least squares) to analyze the structural relationship between those factors and repurchase intention. Analytical results show that all paths except path from platform to perceived ease of use are significant. This study suggests practical and theoretical implications based on the results.

• The Journal of Korean Association of Computer Education
• /
• v.18 no.1
• /
• pp.55-68
• /
• 2015

The purpose of the study is to examine a structural relationship among mobile self-efficacy, mobility, perceived ease of use, perceived usefulness, and intention to use of a mobile learning service using technology acceptance model. The result revealed that mobile self-efficacy, mobility had a direct effect on perceived ease of use. Second, mobile self-efficacy, mobility, perceived ease of use had a direct effect on perceived usefulness. Third, mobile self-efficacy, mobility, perceived usefulness had a direct effect on intention to use of a mobile learning service. However, perceived ease of use did not have a effect on behavioral intention of mobile learning service.

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.17 no.3
• /
• pp.243-258
• /
• 2017

Recently, Due to advances in smart-phones and mobile devices, the use of SNS is increasing in recent years. Online networking is building new paradigms in terms of creating personal needs. Along with the nature of mobile devices, it is expected to have a lot of impact on SNS service participation. The study focused on the effect of SNS on SNS participation and ease of use of social characteristics and ease of use of SNS. A survey was conducted on a survey of SNS users and analyzed the data through the structural equations. The study found that the study of social networking was statistically significant in terms of the intent of identifying the usefulness of SNS and ease of use and ease of use.

• Journal of Digital Convergence
• /
• v.18 no.5
• /
• pp.187-195
• /
• 2020

Although multimedia messaging services (MMS) are becoming increasingly popular, and companies are maximizing the use of their content, few systematic studies on MMSs exist. This study examined technology acceptance factors for MMS in 398 young people aged 10 to 39 to identify MMS users' continuous intention to use (CITU) via a questionnaire and SPSS21 and PLS-Graph 3.0. The results showed that perceived media richness (PMR) had a positive effect on perceived usefulness, perceived ease of use, and most importantly, CITU. Furthermore, PMR had a positive effect on perceived ease of use as a moderating effect on experience. To increase use efficiency in MMSs based on these results, media richness, perceived ease of use, perceived usefulness, and user experience may serve as important variables affecting users' CITU and provide a basic reference and development direction for MMS users. Future studies should include more variables and examine additional factors when analyzing the structural model.

• The Journal of the Korea Contents Association
• /
• v.11 no.10
• /
• pp.396-404
• /
• 2011

With increasing of smartphone users various smartphone studies have been carried out. The purpose of this paper is to examine the factors influencing the usage intention of smartphone healthcare application. The influencing factors found from literature reviews on Technology Acceptance Model and the diffusion of innovations theory are user interface design, self-efficacy, innovativeness, and entertainment. Survey is conducted to 220 people in Seoul metropolitan area. The survey results are analyzed regarding the difference for the intention of healthcare application in accordance with respondents' demographic and application usage characteristics. We also examine the difference among four influencing factors by users and non-users. As a result there are significant differences in self-efficacy and innovativeness. This gives some implications to application developers: the system should be easy to use and provide new and useful health contents that can attract early-adopters' attention in order to increase the number of application users.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.1
• /
• pp.147-156
• /
• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• Journal of Internet Computing and Services
• /
• v.18 no.6
• /
• pp.93-100
• /
• 2017

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.