• 한국정보시스템학회지:정보시스템연구
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• 제17권2호
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• pp.49-72
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• 2008

Today, the World Wide Web (WWW) impacts many facets of our lives, including communication, entertainment, social activities, shopping, etc. The web portal is the most accessed type of site and is advertising-supported the more users who visit the site, the more income it generates. User perception to a web site is very important much research has focused on the internet users' behavior. Some well-known theories, such as the technology acceptance model have been used to examine variables that motivate individuals to accept and use an IS. But Understanding continued use is the goal of this study. We focus on user beliefs (specifically, perceived usefulness) and attitude because pier studies of IT usage, predominantly based on the technology acceptance model (TAM) and similar models, have established these perceptions as the dey determinants of both initial IT usage (acceptance) and long-term usage (continuance) intention and behavior (Bhattacherjee 2001; Davis et al. 1989). Any change in beliefs or attitudes will likely have a corresponding impact on, and may even revers, users' continuance intention and behavior. Also, continuance use have some features which are prior use, habit, feature-centric view of technology. So this research reflected continuance use features. Examination of the paths in the model revealed several interesting results. First, Perceived usefulness was a stronger predictor of acceptance intention in TAM than attitude, But attitude was a stronger predictor of continuance intention in this study than perceive usefulness. Second, confirmation was not affect directly to attitude. Last, Habit was strongest predictor of continuance intention in this study.

• 산업경영시스템학회지
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• 제19권39호
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• pp.37-46
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• 1996

The purpose of this study is to increase the economical efficiency and the efficiency of MIS user's attitudes. It hypothesized that an attitudes of users are different from an environmental variables and demographic variables of an organization. So, it selected attitude variables as moderating variables. The sample in this study is the management staff of financial industries only, and the data are selected by field study using a questionnaire. The hypotheses adopted were analyzed statistically by t-test and ANOVA etc.

• 한국정보시스템학회지:정보시스템연구
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• 제19권3호
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• pp.237-261
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• 2010

IT service is increasing becoming a critical resource firms have to utilize effectively and efficiently. As the importance of IT service increases, the knowledge sharing between IT service people and users becomes more and more important. In this study, the IT service quality is posited as a critical independent construct that influences knowledge sharing attitude of users which in turn change the knowledge sharing intention. Service satisfaction is placed as a mediator between the quality and attitude to compare direct and indirect effect in the model. Results show that (1) IT service quality influences the knowledge sharing attitude of users directly, and indirectly through service satisfaction, (2) at the same time, however, the direct path from quality to attitude is found to be stronger than the indirect path through satisfaction, and (3) interestingly, satisfaction seems to have no direct effect on intention, but only through the attitude change as can be inferred from the theory of reasoned action. Outcome of this study implies the importance of IT service quality in improving the knowledge sharing activities between users and developers, and interestingly the aim of quality would not be targeted on satisfaction but on attitudinal changes.

• 디지털산업정보학회논문지
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• 제13권3호
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• pp.11-17
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• 2017

The aerial support air sculptures currently exhibited in indoor spaces are similar to simple ad balloons, using multiple rope strands. Users now want more advanced unfixed sculptures, and hope these will develop into buoyant sculptures that can maintain the attitudes that users want on their own. This study investigated an attitude control system for unfixed levitation sculptures that can levitate with no rope and continuously maintain a certain attitude at a height specified by the user. To facilitate levitation, the exterior part of the sculpture was made of lightweight fibers, and the interior part was filled with helium gas. The controller was composed of a microprocessor of the dsPIC30F line from microchip, gyro, acceleration, and earth magnetic field sensors, and a highly efficient brushless DC (BLDC) electric motor. The attitude and position control system requires scheduling considering the trajectories of the sculpture and the control system, because the roles of the overall components are more important than those of a single controller. Furthermore, the system was designed like a fusion system that is expanded and controlled as a total controller, because it is interconnected with various sensors. The attitude control system of buoyant sculptures was implemented in this study, such that it can actively cope with the position, direction, stopping, and time aspects. The system performance was then evaluated.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.545-556
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• 2021

The financial technology sector is now growing rapidly all over the world, and it has improved the banking system efficiency and customer experience. This research study attempts explicitly to explore the consumer acceptance attitude of FinTech and its products in Pakistan. Technology Acceptance Model was used to assess the entire variable associated with the consumer attitude to adopt new technology. Based on a survey conducted from Pakistan data and by employing the multiple regression analysis, this study proves that the risk involved in FinTech products and services results in less usage of financial technology. The findings of the study also show that the risk should be reduced if banks and other institutes that are involved in financial transactions online must provide security. Moreover, customers are not willing to pay an extra amount for using financial technology. It argues that usefulness helps to change the attitude of banking customers to use financial technology. The attitudes of the customers have a positive relationship with the adoption of financial technology. These results also help guide financial institutions to enhance the adoption of FinTech products. User attitudes must be changed by providing users with more security, less risky applications, and cost-effective products.

• 한국멀티미디어학회논문지
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• 제25권4호
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• pp.628-639
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• 2022

Starting from the content types of video advertisements produced by social media users, this paper conducts a comparative study on the information and entertainment video advertising effects of the same product, to help video producers achieve better advertising effects when facing different products. Experimental results show that. In Garment, the information is higher than that of entertainment in terms of advertising cognition. In terms of advertising attitude and purchase intention, the entertainment is higher than that of information; in food, the entertainment is higher than that of information in terms of advertising cognition, advertising attitude, and purchase intention; in household items, the entertainment is higher than that of information; in terms of advertising cognition and purchase intention, the information is higher than that of entertainment; in terms of advertising attitude, the entertainment is higher than that of information; in cosmetics, the information is higher than that of entertainment in terms of advertising cognition; in terms of advertising attitude and purchase intention, the entertainment is higher than that of the information; in digital accessories, the information is higher than that of the entertainment in terms of advertising cognition, advertising attitude and purchase intention.

• 디지털융복합연구
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• 제14권8호
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• pp.185-194
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• 2016

여러 게임 개발업체 및 유통업체들은 R&D 비용을 낮추고 게임에 대한 충성도를 높이기 위해 오픈 이노베이션 전략을 사용하고 있다. 사용들은 유저 커뮤니티를 통해 게임 정보나 스킬을 공유하기 때문에 유저 커뮤니티는 게임에 대한 관심을 증가시키는데 중요한 역할을 담당한다. 이런 맥락에서 본 연구에서는 유저 커뮤니티 참여 의도에 영향을 미치는 선행 요인들을 살펴보고자 한다. 합리적 행동이론에 지각된 위험을 통합하여 연구 모형을 개발하였다. 110명의 서든어택 게임 사용자들을 대상으로 제안한 연구 모형을 검증하였으며, PLS를 활용하였다. 본 연구 모형 분석 결과, 지각된 유용성과 지각된 유희성은 커뮤니티에 대한 태도 형성에 핵심적인 역할을 담당하였다. 하지만 지각된 위험은 예상한 것과 다르게 지각된 유용성, 지각된 유희성, 커뮤니티에 대한 태도, 참여 의도 모두 유의한 영향을 미치지 않았다. 커뮤니티에 대한 태도는 커뮤니티 참여 의도에 유의한 영향을 미쳤지만, 주관적 규범은 커뮤니티 참여 의도에 유의한 영향을 미치지 못하였다. 본 연구 모형 분석 결과를 통해 게임 개발업체 및 유통업체는 유저 커뮤니티를 활성화할 수 있는 효과적인 전략 및 정책을 수립할 수 있을 것으로 기대된다.

• Asia pacific journal of information systems
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• 제13권3호
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• pp.131-149
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• 2003

This paper examines internet shopping mall user's customer satisfaction and their consequent attitude and customer loyalty behaviors. For this purpose, internet shopping mall user's customer satisfaction is proposed to affect trust, and commitment, and consequently to influence customer loyalty behaviors. This study, which used data from customers of internet shopping malls, showed satisfactory data-fit of the proposed model and supported five of the six research hypotheses. The empirical results indicated that customer satisfaction take significant effect on trust, and commitment, and the trust and commitment in turn have strong influence on customer's loyalty behaviors. It was confirmed that both trust and commitment variables are effective mediators linking internet shopping mall user's customer satisfaction and their loyalty behaviors.

• 디지털융복합연구
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• 제16권3호
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• pp.169-179
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• 2018

본 연구는 사용자 경험이 페이스북과 광고 수용행태에 어떠한 영향을 미치는지 실증적으로 규명해보고자 하는 목적에서 진행되었다. 이를 위해 페이스북을 이용하고 있는 남 여 대학생 367명의 설문조사 데이터를 바탕으로 연구를 진행했다. 연구결과 첫째, 페이스북에 대한 사용자 경험 중 기능성, 사용성, 유희성 요인은 페이스북 태도에, 사용성과 유희성 요인은 몰입에, 신뢰성과 사용성, 유희성 요인은 지속적 이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 페이스북에 대한 사용자 경험 중 기능성은 광고 침입성에 부(-)의 영향을, 유희성은 광고태도에 정(+)의 영향을 미치는 것으로 나타났으며, 광고회피에는 유의미한 영향을 미치지 않는 것으로 확인되었다. 이러한 결과는 페이스북과 페이스북을 광고매체로 이용하고 있는 많은 기업들에게 유용한 마케팅 전략의 기초자료를 제공해줄 수 있을 것으로 기대한다. 더불어 향후 연구에서는 보다 다양한 사용자 경험 관련 변인들을 고려한 후속 연구가 이루어질 수 있길 기대한다.

• Journal of Platform Technology
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• 제12권1호
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• pp.106-118
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• 2024

본 연구는 MZ세대가 지각하는 호텔 이용 동기에 대해 시설, 청결, 편의시설, 직원, 가격으로 구분한 후 이러한 MZ세대의 호텔이용 동기가 이용자 태도 및 재이용 의도에 미치는 영향에 대해 분석하고자 하였다. 또한 MZ세대가 지각하는 호텔이용 동기(시설, 청결, 편의시설, 직원, 가격)은 이용자 태도에 어떠한 영향을 미치는가에 대해서 분석하여 보고자 하였다. 이와 더불어 MZ세대의 경우 호텔에 대한 이용자 태도는 재이용의도에 어떠한 영향을 미치는지에 대해서도 알아보고자 하였다. 본 연구결과는 다음과 같다. 먼저 MZ세대의 이용동기 중 시설, 청결, 편의시설, 직원, 가격은 이용자 태도에 긍정적인 영향을 미치는 것으로 확인되었다. 이와 더불어 MZ세대의 이용자 태도는 재이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 한편, 본 연구의 결과를 중심으로 MZ세대에 적합한 호텔 서비스 전략에 도움을 제공하고자 이론 및 실무적 시사점을 제공하여 보고자 한다.