• 컴퓨터교육학회논문지
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• 제18권4호
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• pp.19-30
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• 2015

본 연구는 고등학생의 모바일러닝 사용의도 및 실제사용에 영향을 미치는 요인들을 규명하고, 이를 높이기 위한 구체적인 전략을 모색하고자 UTAUT모형에 태도를 추가하여 성과기대, 노력기대, 사회적 영향, 촉진조건, 태도, 사용의도, 실제사용 간의 구조적 인과관계를 분석하고자 한다. 이를 위해 고등학교 3학년 재학생 285명의 설문조사를 실시하고, 데이터의 구조적 관계를 구조방정식모형으로 분석하였는데 그 결과는 다음과 같다. 첫째, 성과기대, 노력기대는 태도에 유의한 영향을 미치지만, 사회적 영향은 태도에 영향을 미치지 않는 것으로 나타났다. 둘째, 태도는 사용의도에 유의한 영향을 미쳤으며, 사용의도는 실제사용에 유의한 영향을 미치는 것으로 나타났다. 셋째, 성과기대, 노력기대는 태도를 매개로 사용의도에 영향을 미쳤으며, 태도는 사용의도를 매개로 실제사용에 영향을 미치는 것으로 나타났다. 마지막으로 성별 및 경험에 따른 조절효과는 유의하지 않았다. 본 연구결과를 토대로 고등학생의 모바일러닝 실제사용을 높이기 위한 실천적 전략들을 제안하였다.

• 벤처창업연구
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• 제11권6호
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• pp.61-69
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• 2016

본 연구는 사회적 기업의 과업-기술 적합성(TTF)이 소셜네트워크서비스(SNS) 이용의도에 미치는 영향에 대해 검증하는 것이 목적이다. 사회적 기업, 소셜네트워크서비스, 과업-기술 적합성, 기술수용모형(TAM)에 관한 이론적 배경을 바탕으로 연구모형과 연구가설을 설정하였다. 본 연구에서는 인증 사회적 기업 86개를 대상으로 Smart PLS 2.0을 이용하여 구조방정식 모형을 분석하였다. 본 연구의 분석결과를 요약하면 다음과 같다. 첫째, 과업-기술 적합성이 지각된 유용성, 지각된 이용용이성, SNS 이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 지각된 유용성은 SNS 이용의도에 정(+)의 영향을 미치는 것으로 나타났지만, 지각된 이용용이성은 SNS 이용의도에 유의한 영향을 미치지 않는 것으로 나타났다. 본 연구의 결과는 과업-기술 적합성 측면에서 SNS가 사회적 기업의 업무에 적합한지에 대해 분석하여 다른 정보기술 분야의 이용의도에 적용할 수 있는 이론적 시사점과 사회적 기업에게 실무적인 시사점을 제공할 것이다.

• 지식경영연구
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• 제10권2호
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• pp.85-103
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• 2009

Web 2.0, characterized as openness, sharing, and participation, has enabled Internet users to easily generate a variety of contents, and to share them through Web 2.0 services. Knowledge search service (KSS) is positioning itself as one of typical Web 2.0 services. Yet, few studies have sharpened our understanding of users' knowledge sharing behavior in the KSS environment. In order to address this knowledge void, this paper attempts to explore antecedents of their usage behavior in the KSS environment. Typically, they utilize stored knowledge and share their knowledge simultaneously. Considering this characteristic, our study regards service usage intention and knowledge sharing intention as final dependent variables. This study advances a research model based on Bhattacherjee's expectation-confirmation model, which is expanded by incorporating trust belief. Because of the openness of KSS, trust belief is believed to play a critical role in forming users' service usage intention and knowledge sharing intention. Furthermore, this study examines the difference of the antecedents' effects in terms of users' gender. We collected data from 275 respondents who have experience in using KSS. PLS (partial least squares) was employed for the analysis of the data. Analysis results confirm the important role of user satisfaction and trust belief in the formation of users' service usage intention and knowledge sharing intention. More importantly, trust belief has a more salient effect on knowledge service usage intention than user satisfaction. This study also shows the moderating role of users' gender. Finally, this paper provides managerial guidance on strategic planning aimed at improving users' service usage intention and knowledge sharing intention in the KSS environment.

• 한국조리학회지
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• 제23권1호
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• pp.37-47
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• 2017

The number of delivery app users and their social impact have increased along with the number smartphone users. Accordingly, the present study attempted to suggest a method to improve the service quality of delivery apps for relevant businesses and researchers by determining the influences of delivery app usage factors on customer satisfaction and reuse intention. The present study distributed and collected questionnaires through on- and offline surveys targeting males and females in their 20s in the Daejeon area. The results of the regression analysis showed that the influence of delivery app usage factors on customer satisfaction was 43.8%, and informativeness, payment and safety, usefulness, and convenience were found to influence the increased satisfaction with the delivery apps. The influence of delivery app usage factors on customers' reuse intention was 37.3%, and among the four usage factors, informativeness and payment and safety were found to be the main factors for increasing the reuse intention. As providing more accurate information is a means to increase customer satisfaction and reuse intention by improving the service quality of the delivery apps, new menus and prices should be rapidly updated.

• 한국의류산업학회지
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• 제22권5호
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• pp.584-594
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• 2020

Growth in the second-hand clothing (SHC) market has become noteworthy, especially for millennial consumers in Korea. This study identifies the moderating role of fashion leadership influencing the relationship between the perceived environmental benefits of SHC and continuance usage intention for millennial consumers. The hypotheses were statistically tested using online survey data, and the respondents were Korean female millennials aged between 25 and 39 years who had online shopping experiences of SHC within 3 months. Furthermore, 263 responses were analyzed by confirmatory factor, hierarchical regression, and conditional process analyses using SPSS, AMOS, and PROCESS v3.3. Results validated that the perceived environmental benefits of SHC and fashion leadership have positive effects on continuance usage intention of purchased second-hand items. Fashion leadership also moderates the relationship between the environmental benefits of SHC and continuance usage intention, showing that as the level of fashion leadership increases, the environmental benefits have more positive effects on continuance usage intention. Theoretical and practical implications were also discussed. This study will help bridge theoretical and practical gaps between purchasing and using SHC by focusing on the interaction effect of fashion leadership and its perceived environmental benefits.

• Asia pacific journal of information systems
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• 제32권2호
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• pp.249-274
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• 2022

This study is to focuses on users' attitudes toward augmented reality games. Based on the Technology Acceptance Model (TAM) and Flow theory, continuous usage intention was set as a dependent variable, and immersion was set as a mediating variable. As independent variables, spatial presence, perceived interactivity, perceived pleasure, and sickness were set. Besides, this study strived to compare and analyze Korean and Chinese Data. The results of this study were as follows. First of all, Korean users significantly affected spatial presence, perceived pleasure, and immersion. Spatial presence and perceived pleasure had also mediated effects on continuous usage intention through immersion. However, perceived interactivity and sickness did not affect immersion and even no mediating effect to continuous usage intention. In the case of Chinese users, spatial presence, perceived interactivity, and perceived pleasure were grouped into one variable. This variable influenced immersion and also had mediated effect on continuous usage intention. However, sickness, like Korean users, did not affect the set path. This study had implications for analyzing user perspective using immersion, a significant variable in previous research. In addition, this study found similarities and characteristics through a comparative analysis between Korean and Chinese users indirectly.

• 한국IT서비스학회지
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• 제18권5호
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

• 한국산업정보학회:학술대회논문집
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• 한국산업정보학회 2003년도 추계공동학술대회
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• pp.251-275
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• 2003

Given the importance of adoption of the IOS (Interorganizational System) and the “much-slower-than-anticipated” growth of IOS adoption, especially in small- and midium firms, this study aimed to identify the key determinants of small- and midium-sized firms' ISO usage. Based on prior research on IT/EDI adoption in various organizations, the model that incorporates 9 factors that are hypothesized to have influence on the ISO usage decision was developed and empirically tested against data collected from 114 small- and midium-seized firms' top management. The results show that perceived financial costs are found to be major impediments to usage intention, and perceptions of relative advantage, compatibility, risk are also important determinants of ISO usage intention in small- and midium-sized firms. Implications of these findings are duscussed for researchers and practitioners.

• 복식문화연구
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• 제27권6호
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• pp.553-568
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• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• 산경연구논집
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• 제10권3호
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• pp.25-33
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• 2019

Purpose - With the economic development in China, the lifestyle of Chinese customers has changed dramatically. Chinese customers are more likely to have coffee in a shop with the ability to make them happy than those with high quality coffee in a nice physical environment. Happiness becomes a critical driver of customers' intention to purchase a cup of coffee in a specific coffee shop again and again. As a result, happiness becomes an important factor for managers to make strategies for attracting customers. Although managers and scholars pay more attention to emphasize the importance of happiness in customers' consumption, little research has been conducted to investigate the relationship between happiness and coffee shop's continuous usage intention in the Chinese coffee industry. Research design, data, and methodology - A research model is made to explain the impact of happiness on customer's behavior. To understand the influence of happiness better, we consider two dimensions of happiness which are subjective well-being and psychological well-being. In order to confirm the relationships of the variables in the research model, the online survey is constructed in China. Customers who have experienced the services in a coffee shop are asked to do the questionnaire. With 453 reliable questionnaires, structural equation modeling is used to analyze the causal relationships of the coffee quality, physical environment, subjective well-being, psychological well-being, and continuous usage intention. Results - Results indicate that coffee quality and physical environment are not the direct factors that influence customers' continuous usage intention. However, good coffee quality and physical environment are the significant predictors of Chinese customers' happiness associated with subjective well-being and psychological well-being, which in turn affects customers' continuous usage intention. Conclusions - In this study, it is proposed that coffee quality and physical environment may be the key factors influencing customers' happiness. Happiness, including subjective well-being and psychological well-being matters in decision making process. More importantly, happiness increases the continuous usage intention when the coffee shop can serve customers with higher quality coffee at a good atmospheric place. Managers should consider happiness as an important factor in making marketing strategies to compete in this industry.