• Journal of Information Technology Applications and Management
• /
• v.17 no.2
• /
• pp.187-205
• /
• 2010

This study takes a holistic approach to understand the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading digital converged application coupling media content with telecommunications, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived easeof-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users' satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers' intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.

• Proceedings of the Korea Database Society Conference
• /
• 2010.06a
• /
• pp.165-180
• /
• 2010

This study takes a holistic approach to understanding the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading Digital converged application coupling media content with telecom, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived ease-of-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identity factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to fe-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users' satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers' intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.

• Management & Information Systems Review
• /
• v.32 no.5
• /
• pp.19-43
• /
• 2013

The diffusion of new technology has traditionally focused on the adoption perspective. Researchers refer this use-diffusion paradigm to behaviors of use after adoption. This study intends to analyse the influential factors of use-diffusion and continual use of website and applications in medical service. To achieve this a use-diffusion model as a conceptual frame work is suggested. Medical information quality, personal innovativeness and subjective norm are assumed as antecedent variables medical website and application's rate of use, variety of use, and continued use intention as result variables. According to the empirical study results medical information quality, web based application usability, personal innovativeness, and subjective norm have a meaningful influence on medical service consumer's use-diffusion patterns. Also pattern of use influences the continued use intention. This study provides an opportunity to understand medical service consumer's behavior after website and application use adoption and suggests further directions for establishing medical service online marketing strategy by determining influential factors of use-diffusion and continued use of medical online marketing tools.

• Korea Trade Review
• /
• v.45 no.1
• /
• pp.279-300
• /
• 2020

The cosmetic medical information mobile platform is evolving into a new channel for searching and obtaining relevant information before using cosmetic medical service. In addition, the medical institutions can facilitate the medical contracts, and take advantage of systemic customer management through the cosmetic medical information mobile platform. Therefore, the paradigm of the cosmetic medical mobile service industry is facing a flow of change through the use diffusion of cosmetic medical information mobile platform. In this study, in order to explore the factors affecting the use diffusion of the cosmetic medical information mobile platform, this study used the research model of the influence of the characteristics of the cosmetic medical information mobile platform on perceived convenience and usefulness, and use diffusion by applying TAM(Technology Acceptance Model). As a result, immediateness, interactivity, and customization in the characteristics of cosmetic medical information mobile platform had positive effects on the perceived convenience. Also, interactivity, customization, and economics had positive impacts on perceived usefulness. In addition, perceived convenience and usefulness had positive effects on the use diffusion. Through this study, the factors influencing the use diffusion of cosmetic medical information mobile platform were actually explored, and the service value of the cosmetic medical information mobile platform were categorized. Future research is expected to contribute to the continuous improvement of quality and expansion of the cosmetic medical service market based on various research.

• Journal of Korea Society of Industrial Information Systems
• /
• v.14 no.4
• /
• pp.101-115
• /
• 2009

This study analyzed the diffusion process of digital convergence products focused on camera phon to compare the traditional adoption-diffusion model with use-diffusion model proposed by Shih and Venkatesh(2004). The results suggested that observability, perceived usefulness, innovativeness, relative advantage have effects on the intention of repurchase in the adoption-diffusion model. On the other hand, the intention of repurchase has been affected by technological sophistication, satisfaction, innovativeness, relative advantage in the use-diffusion model. These results imply that the traditional adoption-diffusion model could be applied to the cases of the digital convergence products. In addition, the results also show that the use-diffusion model is superior to the traditional model in analyzing the diffusion of digital convergence products.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.37 no.6
• /
• pp.725-736
• /
• 2013

This study segments information users according to depth and variety of use diffusion in order to differentiate between the influence of fashion information spread and diffusions from each segmented group. Data were collected from a fashion community to perform a social network analysis that used UCINET 6.0. Members completed the survey materials and the network materials were utilized in the analysis to test the hypothesis. The segmented groups of information users determined the study results according to use diffusion and the variables that affect them. The variables affecting information diffusion outcomes indicate different significant influence factors on each segmented market. Information variety and complexity represents elevated information reproductions and verbal acceptances from information diffusion outcomes.

• Journal of Digital Convergence
• /
• v.6 no.2
• /
• pp.55-64
• /
• 2008

The Internet possesses not only features of mass media but also features of word of mouth communication. Communication channel is considered as one of most important variables in diffusion process. In this paper, we examined functionality of technology diffusion on the Internet through the use of meta tags. We have measured the coefficients of the Bass diffusion model which has been well-established in new product diffusion. This research shows that the Bass model is appropriate for describing technology diffusion on the Internet. The external influence as represented by the coefficient of innovation was found to be much smaller while the internal influence dominates in all meta tag diffusion. In meta tag diffusion, the internal influence as represented by the coefficient of imitation was increased at least twice bigger than that of consumer durables and information technology. Collecting necessary data in social sciences research can be a burden. This research shows that it can be alleviated through the use of software agents over the Internet. The research made use of software agents for collecting longitudinal data from publicly accessible archive such as Archive.org.

• Journal of Technology Innovation
• /
• v.11 no.2
• /
• pp.71-89
• /
• 2003

Since technological innovation, adoption, and diffusion is a fundamental engine for a company's competitiveness and in turn a nation's industrial development, diffusion of technological innovation has been one of popular research themes to many researchers and scholars for decades. Especially, in today's knowledge-based economy, the IT technology became a fundamental infrastructure for a nation and thus their impact on a nation's economy has grown to be tremendous. This paper investigates the patterns of technological diffusion of 16 telecommunications services. Firstly, we identify the optimal diffusion model which represents the 15 IT innovation best in terms of goodness-of-fit. Secondly, based on the best model identified we cluster the 16 IT innovations according to their diffusion characteristics such as penetration rate and diffusion speed. Lastly, we categorize the innovations in terms of technology (voice-based innovation and data-based innovation) and demand (household-use and business-use) attributes, and compare their diffusion patterns and found some meaningful difference in diffusion patterns. We hope the result helpful to corporate managers as well as policy makers in relevant areas.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.25-50
• /
• 2014

The purpose of this study is to examine factors affecting the diffusion and the intention to use, and how these factors differ among adopter categories. A survey was done to analyze the diffusion of smart-phone, the most popular and innovative product nowdays. We collected 197 survey questionnaires from smart-phone user and analyzed the data using SPSS 18.0 and Smart PLS 2.0. PLS (Partial Least Square) analysis was implemented before multiple group-innovator, early adopter, eraly majority- analysis which is categoriezed by Innovation Diffusion Model of Rogers (1995). The results show that firstly, in innovator group (n=63), the functional and the safety value have significantly positive effect on user satisfaction. In addition, we found that user satisfaction and the brand loyalty are significatly associated with the intention of use. Secondly, in early adopter group (n = 67), the design value has significantly positive effect on user satisfaction and it has significantly positive effect on brand loyalty. Finally, in early majority group (n = 67), the design value has significantly positive effect on the user satisfaction and it has stronger effect on the intention of use and brand loyalty. We conclude this paper with the implication of this study to both academia, business practice, and policy making.

• International Journal of Concrete Structures and Materials
• /
• v.4 no.2
• /
• pp.105-108
• /
• 2010

In order to determine the effect of the use of limestone sand on chloride ion ingress in mortar, specimens were cast with two different sands: siliceous sand (used as reference) and limestone crushed sand (used for this study). To compare and assess the resistance of this mortar to chloride penetration, two different diffusions tests were employed: slow migration and rapid migration (AASHTO test). In this study, calculation of the effective diffusion coefficient is proposed using a model based on Nernst. Planck equation. The diffusion coefficients from each sample were compared. The results for all tests show that the diffusion coefficients for siliceous sand mortar are larger than those obtained with limestone sand. It appears also that the diffusion coefficient varies as a function of the W/C ratio.