• Asia pacific journal of information systems
• /
• 제16권2호
• /
• pp.159-181
• /
• 2006

The purpose of this research is to identify the factors affecting user acceptance of mobile banking. To test the hypotheses, this research incorporates trust to extend the model. This study investigates the causal relationship among four factors; perceived ease of use, perceived usefulness, trust, and intention to use in mobile banking. This study also identifies the elements by which these factors are influenced. The result finds that facilitation condition and self-efficacy are significant elements affecting perceived ease of use. System quality, perceived ease of use and trust are significant elements affecting perceived usefulness, However, social influence is found to be not significant. System quality and perceived ease of use are significant elements affecting trust. Conclusively, perceived ease of use, perceived usefulness and trust are significant factors affecting the user acceptance in Mobile banking.

• 기술혁신연구
• /
• 제16권1호
• /
• pp.47-79
• /
• 2008

RFID(Radio Frequency Identification) technologies enjoy an enormous interest in all throughout the world, not only from the research but also from corporate practice. Although bar code is gradually substituted with RFID technology, the use of RFID technology in the companies is at the early stages and it's potential value isn't fully realized yet. RFID-related-trust is needed to solve these problems because these phenomena are related to uncertainties or risks disturbing RFID diffusion. This paper focuses on trust in the adoption of RFID and analyzes the effect to RFID technology acceptance of trust. This paper proposes 5 second constructs of trust; institutional trust, trust between companies, trust within company, technology trust, and service provider trust. In order to analyze some relationships between trust variable and 4 variables in TAM, structural equation modeling(SEM) is developed and SPSS 12.0 and AMOS 7.0 are used for analyses.

• 한국의류산업학회지
• /
• 제14권1호
• /
• pp.24-36
• /
• 2012

This study examines consumer's acceptance intention of sensor-based smart clothing empolying the extended TAM. Technology innovativeness, information innovativeness and trust were used as external variables and perceived palyfulness was included in the extetended TAM. Data were collected from the adults over 20 years old living in Daegu from March 14 to 18, 2011. 193 useful copies of data were analyzed to investigate a structural model and test research hypotheses using AMOS 7.0. The study results showed that the extended TAM for smart clothing was validated empirically in predicting the individual's acceptance of sensor-based smart clothing and 10 hypotheses among 12 hypotheses were supported. Technology innovation, information innovation, and trust were confirmed as antecedent variables in affecting extended TAM. Perceived usefulness and perceived playfulness directly influenced acceptance intention and indirectly influenced acceptance intention mediating attitude. Perceived usefulness affected perceived playfulness and attitude affected acceptance intention. This study will help marketers and managers of fashion companies devise effective tools in planning marketing strategies related to smart clothing.

• Asia pacific journal of information systems
• /
• 제14권1호
• /
• pp.165-184
• /
• 2004

This paper focused on developing and empirically testing an EAM(Electronic-Store Acceptance Model), By basing upon Davis' TAM(Technology Acceptance Model) and reflecting the characteristics of EC(Electronic Commerce), the EAM was proposed. This EAM could be regarded as a revised and extended TAM in the EC area. The theoretical rationale of this model was as following: 1) Though Davis' TAM was proposed a powerful tool to explain and predict usage of Information Technology, nowadays, TAM variables(perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. 2) In the e-commerce and e-business studies, trust has been emerging as a potentially important antecedent of IT adoption. A famous internet book store was chosen to empirically test the EAM. In order to evaluate reliability and validity of instrument, and validate the research model, SEM(Structured equation model) analysis was conducted. The results showed that perceived usefulness and trust significantly influenced e-Store Acceptance but perceived ease of use did not have significant influence on e-Store Acceptance.

• 한국경영정보학회:학술대회논문집
• /
• 한국경영정보학회 2007년도 추계학술대회
• /
• pp.533-538
• /
• 2007

Since the Internet has been widespread all over the world, it has been getting more popular. Almost every bank that runs offline business has its own Web site to provide online banking service. In this study, we developed a research model based on the Technology Acceptance Model (TAM). We added the concepts of trust and cost to evaluate our model because trust is a major concept in adopting online service, and cost is one of the main strategies to attract customers to use online banking service. To see the validation of the model, we used partial least squares (PLS). A survey was done to gather data. The result was drawn from the model test, and we discuss it and conclude the study.

• Asia pacific journal of information systems
• /
• 제17권1호
• /
• pp.95-121
• /
• 2007

There are recently several studies of online auctions which have focused on exploring a bidder's bidding behavior in IS area. Those studies, however, have been limited to account for bidders' bidding behavior in the view of TAM and trust, not considering perceived price fairness and competition intensity. Although this view point seems reasonable in the online auction sites, few previous studies employing this perspective are found in the relevant literatures. Based on it, this study developed a comprehensive model based on trust and TAM in terms of perceived price fairness to explain competition intensity in the online auction sites. This study collected 269 survey responses from online bidders who have prior experiences with online auction sites. The survey data are used to empirically verify 11 research hypothesis by using LISREL. The results indicate that trust in websites, trust in sellers and perceived usefulness have significant impacts on perceived price fairness. Finally, perceived price fairness is strongly related to competition intensity in the online auction. This study ends with theoretical and managerial implications, as well as limitations and future research.

• 벤처혁신연구
• /
• 제2권2호
• /
• pp.1-19
• /
• 2019

신기술의 수용에 영향을 미치는 요인에 관한 연구들이 다양하게 이루어져 오고 있다. 특히 4차 산업혁명의 도래와 더불어 등장한 새로운 기술을 고객들이 수용함에 있어서 영향을 미치는 요인과 이 요인의 영향력에 대한 다양한 연구들이 지속적으로 이루어지고 있다. 이론적인 모형으로는 기술수용모형(TAM) 혹은 확장된 통합기술 수용모형(UTAUT2)에 기반한 연구들이 주류를 이루고 있다. 하지만 이들 모형에는 신뢰성(trust) 변수가 없다. 이에 본 연구에서는 신뢰성을 추가하여 증강 현실(AR)을 대상으로 검정을 하였다. 신뢰성을 독립 변수로 본 경우, 매개 변수로 본 경우, 조절 변수로 본 경우 3가지를 통계적으로 분석하였다. 그 결과 신뢰성은 독립 변수들과 사용 의도(수용 의도)간 매개 변수로 보는 것이 가장 설명력이 높았다. 본 연구는 이론적인 측면에서는 신뢰성은 매개 효과로서의 역할을 하다는 점을 밝혔다. 실무적인 측면에서는 새로운 기술 수용에 있어서 신뢰성이 무엇보다 중요하므로 신뢰성 확보에 우선 순위를 두어야한다는 것이다.

• 한국조리학회지
• /
• 제19권1호
• /
• pp.85-102
• /
• 2013

본 연구에서는 친환경농산물 이력추적시스템(RFID)의 외부변수가 기술수용모델(TAM)의 용 이성과 유용성에 미치는 영향관계, 기술수용모델(TAM)의 용이성은 유용성의 관계, 기술수용모델(TAM)인 용이성과 유용성은 신뢰 및 행동의도의 관계, 신뢰는 행동의도에 어떠한 영향을 미치는지를 연구하고자 한다. 실증분석 대상자는 서울 경기 지역에 거주하고, 친환경농산물을 구매한 경험이 있는 20세 이상의 일반 소비자를 대상으로 모집단을 설정하여 2012년 9월 24일부터 2012년 10월 7일까지 14일간 본 조사를 위하여 설문지 총 300부를 배포하여 결과 응답치의 편중성향이 너무 강하거나 결측 값이 발견된 일부 설문지를 제외하고, 총 278부(92.7%)의 설문자료를 최종 통계 분석 자료로 사용하였다. 본 연구의 분석 결과를 보면 친환경농산물 이력추적시스템의 외부변수가 기술수용모형의 용이성과 유용성에 미치는 정도를 고찰하고, 기술수용모형의 용이성, 소비자들의 신뢰성과 행동의도와의 인과관계를 검증함으로써 친환경농산물 이력추적시스템과 관련된 초기적인 연구로 활용될 가치는 충분할 것으로 판단 할 수 있겠다. 따라서 이러한 심층분석 결과를 바탕으로 생산자, 유통업자들은 보다 안전한 친환경농산물을 유지하고, 제공하는 것이 외식 기업의 가시적인 성과 도출에 직접적인 영향을 준다는 사실을 고찰하였다.

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

• 산업경영시스템학회지
• /
• 제35권3호
• /
• pp.70-76
• /
• 2012

This research tested how the perceived risk and the trust affect the usage intention of the cloud computing. To this end, this research setups a research model and tests it with the statistic tools. In order to build the model, TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology) were employed and, the factors such as the perceived risk, the trust and the intention of the cloud computing use were derived. This research finds that the perceived risk does not affect the intention of usage. Also the perceived risk has the negative effect for the trust. Thus this research has the following suggestions.