• 제목/요약/키워드: information- acceptance

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양가적 감정이 신기술 기반 서비스 도입에 미치는 영향: 메타버스 서비스 제공자를 중심으로 (The Role of Ambivalence to Technology Adoption: Focusing on Metaverse Service Providers)

  • 이보람;김혜린;이새롬
    • 지식경영연구
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    • 제24권3호
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    • pp.149-172
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    • 2023
  • 정보기술의 발전으로 각 산업 분야에서 도입해야 하는 신기술이 지속적으로 증가하고 있다. 본 연구에서는 신기술을 접하게 될 때 느끼는 양가적 감정이 어떠한 대처 전략을 유발하고 기술 도입 의사 결정에 미치는 영향은 무엇인지 검증하고자 한다. 본 연구에서는 서비스 제공자들이 서비스가 개발되지 않은 환경에서 새로운 기술을 기반으로 서비스를 제공해야 하는 상황적 맥락에서 신기술에 대한 감정과 이에 대한 대처전략을 연구하고자 한다. 나아가 대처전략에 의한 신기술 기반 서비스 사용 의도에 미치는 영향을 검증하고자 하였다. 이를 위하여, 본 연구에서는 금융권의 메타버스 서비스 도입 계획을 기반으로 새로운 금융 서비스에 대해 금융권 종사자가 느끼는 양가적 감정과 대처전략을 조사하였다. 분석 결과, 양가적 감정은 4가지 대처전략(회피, 부정, 우유부단함, 그리고 타협)에 모두 유의한 영향을 미치는 것으로 나타났다. 이 중 비유연한 대처반응인 부정, 유연한 대처반응인 타협은 사용 의도에 정의 유의미한 영향을 미치고, 회피와 우유부단함은 사용 의도에 부의 유의미한 영향을 주었다. 본 연구의 결과는 서비스 제공자의 메타버스 수용 요인 및 사용자 중심의 영향력을 확인한 연구로 학문적 의의를 가지고 실무 종사자들에게 서비스 도입에 대한 가이드라인을 제공할 것으로 기대한다.

AI 증강 개발 도구 사용의도에 관한 연구 (A Study on intent to use AI-enhanced development tools)

  • 현지은;이승환;김광용
    • 융합보안논문지
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    • 제24권2호
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    • pp.89-104
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    • 2024
  • 본 연구는 SW 엔지니어링 관련 업무에 AI(Artificial intelligence) 기술을 이용하는 사용 의도에 영향을 미치는 요인을 고찰하기 위한 실증적 연구로서, AI 증강 특성과 대화형 UI/UX의 특성 측면에서 이용에 영향을 미치는 핵심 요인을 이해하는데 연구의 목적이 있다. 이를 위해 AI 관련 기술의 이용 경험이 있는 정보통신 분야 종사자를 대상으로 설문을 진행하고 수집된 데이터를 분석하였다. 실증 분석의 연구 결과 지각된 유용성에는 전문성, 흥미성, 실재감, 심미성, 효율성, 유연성 요인들이 긍정적인 영향을 미쳤고, 지각된 사용 용이성에는 전문성, 흥미성, 실재감, 심미성, 유연성 요인들은 긍정적인 영향을 미쳤다. 다양성은 지각된 사용 용이성과 지각된 유용성 모두에 영향을 미치지 않았다. 지각된 사용 용이성은 몰입감에 유의미한 영향을 주어 사용 의도에 긍정적인 영향을 주었다. 이 같은 연구 결과는 애플리케이션의 설계, 개발, 테스트 및 프로세스 자동화등과 같은 SW 엔지니어링 관련 업무에서 AI 기술을 적용한 도구의 사용에 영향을 주는 요인에 대한 학술적 이해와 함께 AI 증강 개발 서비스를 제공하는 도구의 제작자가 사용자 유입 전략을 수립할 수 있도록 실무적인 방향을 제시하였다는 점에서 의의가 있다.

스마트팔찌와 스마트워치의 물리적 특성이 지각된 기능적, 심미적, 상징적 가치에 미치는 영향 (Impact of the Physical Characteristics of Smart Wristbands and Smartwatches on Perceived Functional, Aesthetic, And Symbolic Values)

  • 심수인;유희정
    • 문화기술의 융합
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    • 제10권1호
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    • pp.525-532
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    • 2024
  • 본 연구에서는 스마트팔찌와 스마트워치의 물리적 특성이(예: 모양, 색상, 소재, 크기, 무게, 기술적 기능) 소비자의 기능적, 심미적, 상징적 가치 지각에 미치는 영향을 확장된 기술수용모형을 사용하여 탐색하였다. 스마트팔찌나 스마트워치를 사용한 경험이 있는 미국 거주 성인 남녀를 대상으로 온라인 설문조사를 실시하였고, 최근 1년 사용했거나 현재 사용중인 제품에 대한 다양한 물리적 특성과 그에 대한 평가를 질문하였다. 연구 결과, 전면 디스플레이 모양이 상징적 가치에 유의한 영향을 미쳤는데, 구체적으로 원과 정사각형은 직사각형보다 유의하게 높은 상징적 가치를 보였다. 손목밴드의 소재 역시 상징적 가치에 유의한 영향을 미쳤으며, 여러 소재 중에서도 금속과 가죽의 상징적 가치가 높게 나타났다. 또한, 제품의 크기가 클수록 높아지는 상징적 가치를 확인하였다. 이 외에도 활동 추적, 알람 시계, 거리 추적과 같은 기술적 기능은 기능적 가치를, 시계, GPS, 이메일 같은 기술적 기능은 심미적 가치를, 보폭계, GPS, 이메일은 상징적 가치를 높게 지각하도록 했다. 이러한 결과는 스마트팔찌와 스마트워치에 대한 소비자 욕구를 이해하여 제품을 개선하거나 신제품 개발하는 자료로 사용될 수 있다.

개인용 클라우드 서비스에 대한 중국 사용자의 지속적 사용의도에 관한 실증 연구 (An Empirical Analysis on the Persistent Usage Intention of Chinese Personal Cloud Service)

  • 우학흠;수아이니 수라;안종창
    • 인터넷정보학회논문지
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    • 제16권3호
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    • pp.79-93
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    • 2015
  • IT기술의 고속 발전에 따라 사용자들이 기술을 사용하는 방식에 큰 변화가 생기고 있다. 전통적인 서비스 응용과 저효율의 데이터를 처리하는 방식은 사용자의 요구를 만족할 수 없다. 사용자들이 데이터의 중요성을 알게 되었고, 빅 데이터에 관한 처리와 저장기술은 오늘날의 인터넷 회사의 주요 연구방향이 되고 있다. 115 네트워크 디스크는 중국에서 폭넓게 사용되기 시작하였고 각 인터넷 회사들은 클라우드 서비스 시장을 쟁탈하는 싸움에 참여하기 시작하였다. 중국의 클라우드 서비스는 아직도 스토리지 서비스 위주이지만, 이 기능을 바탕으로 확장하는 서비스 내용도 사용자의 인정을 받고 있으며, 사용자들이 이러한 새로운 서비스 방식을 사용하는 것을 시도하고 있다. 그래서 어떻게 하면 사용자들이 지속적으로 클라우드 서비스를 사용 할 것인지에 관한 연구방향이 더욱 필요해 졌다. 하나의 전통적인 정보 시스템에 대해, 학자들은 대개 TAM(Technology acceptance model)모형과 통계학을 결합하여 이 시스템에 대한 사용자들의 태도를 분석하고 검증한다. 하지만 기본적인 TAM모형은 날이 갈수록 방대해지는 시스템의 규모를 만족 할 수 없게 되었다. 따라서 TAM모형에 대한 적당한 확장과 조절이 필요하게 되었다. 본 연구는 중국의 개인용 클라우드 서비스 사용자의 지속적인 사용의도에 영향을 미치는 요인에 관한 실증분석을 목표로 브랜드 영향력, 하드웨어 환경 등 외부 변수를 추가하고, 중국 클라우드 사용자를 대상으로 설문 조사를 진행했으며, 본 논문에서 분석을 통해 수정된 모형에 관한 가설을 검증하였다. 본 연구는 주로 중국의 4개 주요 도시의 210명의 클라우드 서비스 사용자를 대상으로 인터넷 설문 조사를 실행하였다. 설문 데이터를 통해 3개의 외부 변수에 대한 분석을 진행하였고, 이 3개의 외부 변수를 세분화하고 외부요소에 영향을 주는 주요 원인을 찾아냈다. 이를 바탕으로 개인 클라우드 서비스 사용자들이 서비스를 지속적으로 사용 할 수 있는 태도를 강화 할 수 있는 것에 유용한 의견을 제시하였다. 이러한 의견들은 중국사용자들을 대상으로 하는 주요 서비스를 제공 하는 회사에게 향후 서비스 방향을 참고할 수 있는 정보를 제공한다.

인기도 기반의 온라인 추천 뉴스 기사와 전문 편집인 기반의 지면 뉴스 기사의 유사성과 중요도 비교 (Comparisons of Popularity- and Expert-Based News Recommendations: Similarities and Importance)

  • 서길수;이성원;서응교;강혜빈;이승원;이은곤
    • Asia pacific journal of information systems
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    • 제24권2호
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    • pp.191-210
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    • 2014
  • As mobile devices that can be connected to the Internet have spread and networking has become possible whenever/wherever, the Internet has become central in the dissemination and consumption of news. Accordingly, the ways news is gathered, disseminated, and consumed have changed greatly. In the traditional news media such as magazines and newspapers, expert editors determined what events were worthy of deploying their staffs or freelancers to cover and what stories from newswires or other sources would be printed. Furthermore, they determined how these stories would be displayed in their publications in terms of page placement, space allocation, type sizes, photographs, and other graphic elements. In turn, readers-news consumers-judged the importance of news not only by its subject and content, but also through subsidiary information such as its location and how it was displayed. Their judgments reflected their acceptance of an assumption that these expert editors had the knowledge and ability not only to serve as gatekeepers in determining what news was valuable and important but also how to rank its value and importance. As such, news assembled, dispensed, and consumed in this manner can be said to be expert-based recommended news. However, in the era of Internet news, the role of expert editors as gatekeepers has been greatly diminished. Many Internet news sites offer a huge volume of news on diverse topics from many media companies, thereby eliminating in many cases the gatekeeper role of expert editors. One result has been to turn news users from passive receptacles into activists who search for news that reflects their interests or tastes. To solve the problem of an overload of information and enhance the efficiency of news users' searches, Internet news sites have introduced numerous recommendation techniques. Recommendations based on popularity constitute one of the most frequently used of these techniques. This popularity-based approach shows a list of those news items that have been read and shared by many people, based on users' behavior such as clicks, evaluations, and sharing. "most-viewed list," "most-replied list," and "real-time issue" found on news sites belong to this system. Given that collective intelligence serves as the premise of these popularity-based recommendations, popularity-based news recommendations would be considered highly important because stories that have been read and shared by many people are presumably more likely to be better than those preferred by only a few people. However, these recommendations may reflect a popularity bias because stories judged likely to be more popular have been placed where they will be most noticeable. As a result, such stories are more likely to be continuously exposed and included in popularity-based recommended news lists. Popular news stories cannot be said to be necessarily those that are most important to readers. Given that many people use popularity-based recommended news and that the popularity-based recommendation approach greatly affects patterns of news use, a review of whether popularity-based news recommendations actually reflect important news can be said to be an indispensable procedure. Therefore, in this study, popularity-based news recommendations of an Internet news portal was compared with top placements of news in printed newspapers, and news users' judgments of which stories were personally and socially important were analyzed. The study was conducted in two stages. In the first stage, content analyses were used to compare the content of the popularity-based news recommendations of an Internet news site with those of the expert-based news recommendations of printed newspapers. Five days of news stories were collected. "most-viewed list" of the Naver portal site were used as the popularity-based recommendations; the expert-based recommendations were represented by the top pieces of news from five major daily newspapers-the Chosun Ilbo, the JoongAng Ilbo, the Dong-A Daily News, the Hankyoreh Shinmun, and the Kyunghyang Shinmun. In the second stage, along with the news stories collected in the first stage, some Internet news stories and some news stories from printed newspapers that the Internet and the newspapers did not have in common were randomly extracted and used in online questionnaire surveys that asked the importance of these selected news stories. According to our analysis, only 10.81% of the popularity-based news recommendations were similar in content with the expert-based news judgments. Therefore, the content of popularity-based news recommendations appears to be quite different from the content of expert-based recommendations. The differences in importance between these two groups of news stories were analyzed, and the results indicated that whereas the two groups did not differ significantly in their recommendations of stories of personal importance, the expert-based recommendations ranked higher in social importance. This study has importance for theory in its examination of popularity-based news recommendations from the two theoretical viewpoints of collective intelligence and popularity bias and by its use of both qualitative (content analysis) and quantitative methods (questionnaires). It also sheds light on the differences in the role of media channels that fulfill an agenda-setting function and Internet news sites that treat news from the viewpoint of markets.

인터넷 커뮤니티에서 사용자 참여가 밀착도와 지속적 이용의도에 미치는 영향 (A Study on the Effects of User Participation on Stickiness and Continued Use on Internet Community)

  • 고미현;권순동
    • Asia pacific journal of information systems
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    • 제18권2호
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    • pp.41-72
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    • 2008
  • The purpose of this study is the investigation of the effects of user participation, network effect, social influence, and usefulness on stickiness and continued use on Internet communities. In this research, stickiness refers to repeat visit and visit duration to an Internet community. Continued use means the willingness to continue to use an Internet community in the future. Internet community-based companies can earn money through selling the digital contents such as game, music, and avatar, advertizing on internet site, or offering an affiliate marketing. For such money making, stickiness and continued use of Internet users is much more important than the number of Internet users. We tried to answer following three questions. Fist, what is the effects of user participation on stickiness and continued use on Internet communities? Second, by what is user participation formed? Third, are network effect, social influence, and usefulness that was significant at prior research about technology acceptance model(TAM) still significant on internet communities? In this study, user participation, network effect, social influence, and usefulness are independent variables, stickiness is mediating variable, and continued use is dependent variable. Among independent variables, we are focused on user participation. User participation means that Internet user participates in the development of Internet community site (called mini-hompy or blog in Korea). User participation was studied from 1970 to 1997 at the research area of information system. But since 1997 when Internet started to spread to the public, user participation has hardly been studied. Given the importance of user participation at the success of Internet-based companies, it is very meaningful to study the research topic of user participation. To test the proposed model, we used a data set generated from the survey. The survey instrument was designed on the basis of a comprehensive literature review and interviews of experts, and was refined through several rounds of pretests, revisions, and pilot tests. The respondents of survey were the undergraduates and the graduate students who mainly used Internet communities. Data analysis was conducted using 217 respondents(response rate, 97.7 percent). We used structural equation modeling(SEM) implemented in partial least square(PLS). We chose PLS for two reason. First, our model has formative constructs. PLS uses components-based algorithm and can estimated formative constructs. Second, PLS is more appropriate when the research model is in an early stage of development. A review of the literature suggests that empirical tests of user participation is still sparse. The test of model was executed in the order of three research questions. First user participation had the direct effects on stickiness(${\beta}$=0.150, p<0.01) and continued use (${\beta}$=0.119, p<0.05). And user participation, as a partial mediation model, had a indirect effect on continued use mediated through stickiness (${\beta}$=0.007, p<0.05). Second, optional participation and prosuming participation significantly formed user participation. Optional participation, with a path magnitude as high as 0.986 (p<0.001), is a key determinant for the strength of user participation. Third, Network effect (${\beta}$=0.236, p<0.001). social influence (${\beta}$=0.135, p<0.05), and usefulness (${\beta}$=0.343, p<0.001) had directly significant impacts on stickiness. But network effect and social influence, as a full mediation model, had both indirectly significant impacts on continued use mediated through stickiness (${\beta}$=0.11, p<0.001, and ${\beta}$=0.063, p<0.05, respectively). Compared with this result, usefulness, as a partial mediation model, had a direct impact on continued use and a indirect impact on continued use mediated through stickiness. This study has three contributions. First this is the first empirical study showing that user participation is the significant driver of continued use. The researchers of information system have hardly studies user participation since late 1990s. And the researchers of marketing have studied a few lately. Second, this study enhanced the understanding of user participation. Up to recently, user participation has been studied from the bipolar viewpoint of participation v.s non-participation. Also, even the study on participation has been studied from the point of limited optional participation. But, this study proved the existence of prosuming participation to design and produce products or services, besides optional participation. And this study empirically proved that optional participation and prosuming participation were the key determinant for user participation. Third, our study compliments traditional studies of TAM. According prior literature about of TAM, the constructs of network effect, social influence, and usefulness had effects on the technology adoption. This study proved that these constructs still are significant on Internet communities.

무리행동과 지각된 유용성이 이러닝 컨텐츠 구매의도에 미치는 영향: 구매경험에 의한 비교분석 (The Effect of Herding Behavior and Perceived Usefulness on Intention to Purchase e-Learning Content: Comparison Analysis by Purchase Experience)

  • 유철우;김용진;문정훈;최영찬
    • Asia pacific journal of information systems
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    • 제18권4호
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    • pp.105-130
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    • 2008
  • Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

프리어나운싱 정보속성이 스타트업 신제품 구매의도에 미치는 영향에 관한 연구: 확장된 통합기술수용이론(UTAUT2)을 중심으로 (A Study of the Influence of Start-up New Product Preannouncing Information Attributes on Purchase Intention: Focused on UTAUT2)

  • 한병철;유재현
    • 벤처창업연구
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    • 제18권5호
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    • pp.1-16
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    • 2023
  • 스타트업은 독창적인 아이디어를 상품화하여 이윤을 만들어내는 것을 목적으로 하는 조직으로 스타트업의 신제품이 어떻게 시장에 정착할 수 있으며, 지속가능한 성장을 만들어 낼 수 있는가에 대한 연구는 스타트업의 성공에 중요한 요소라고 할 수 있다. 기존 연구에서 신제품의 시장진출 및 마케팅에 대한 연구는 다양한 방면에서 진행되었으나, 기업의 규모가 대부분 대기업이나 중소기업에 맞춰져 있어, 스타트업 관점에서의 신제품 마케팅 전략에 대한 연구는 부족했다고 볼 수 있다. 이에, 본 연구에서는 상대적으로 인지도나 인프라가 열악한 스타트업의 신제품이 어떻게 시장에서 주목을 받을 수 있는가와 이러한 주목이 스타트업의 지속가능한 성장에 어떻게 영향을 미치는 지에 관하여 프리어나운싱 마케팅 전략 활용의 관점에서 그 실효성을 분석하고자 하였다. 특히, 스타트업 신제품에 대한 프리어나운싱 마케팅 전략에서 고객경험을 향상시키는 수단으로서의 관련성, 생동감, 새로움 등의 정보 특성 요인이 확장된 통합기술수용이론의 주요 변수인 성과기대와 쾌락적 동기 하에서 고객의 구매의도에 어떠한 영향을 미치는지를 규명하고자 하였다. 연구를 수행한 결과, 스타트업 프리어나운싱 정보의 속성 중 관련성, 생동감, 새로움이 확장된 통합기술수용이론의 성과기대, 쾌락적 동기에 긍정적인 영향을 주는 것으로 나타났으며, 성과 기대와 쾌락적 동기는 프리어나운싱 된 스타트업 신제품 구매의도에 긍정적인 영향을 미치고 있음이 나타났다. 이러한 연구결과는 신제품 프리어나운싱 마케팅 전략을 활용하여 신규 시장에 진출하는 스타트업에게 고객의 구매의도에 영향을 미치는 주요 요인을 제시하여, 스타트업이 마케팅 전략을 수립할 때 적용할 수 있는 실무적인 시사점을 제공할 수 있을 것으로 기대한다.

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보다 정확한 동적 상황인식 추천을 위해 정확 및 오류 패턴을 활용하여 순차적 매칭 성능이 개선된 상황 예측 방법 (Context Prediction Using Right and Wrong Patterns to Improve Sequential Matching Performance for More Accurate Dynamic Context-Aware Recommendation)

  • 권오병
    • Asia pacific journal of information systems
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    • 제19권3호
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    • pp.51-67
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    • 2009
  • Developing an agile recommender system for nomadic users has been regarded as a promising application in mobile and ubiquitous settings. To increase the quality of personalized recommendation in terms of accuracy and elapsed time, estimating future context of the user in a correct way is highly crucial. Traditionally, time series analysis and Makovian process have been adopted for such forecasting. However, these methods are not adequate in predicting context data, only because most of context data are represented as nominal scale. To resolve these limitations, the alignment-prediction algorithm has been suggested for context prediction, especially for future context from the low-level context. Recently, an ontological approach has been proposed for guided context prediction without context history. However, due to variety of context information, acquiring sufficient context prediction knowledge a priori is not easy in most of service domains. Hence, the purpose of this paper is to propose a novel context prediction methodology, which does not require a priori knowledge, and to increase accuracy and decrease elapsed time for service response. To do so, we have newly developed pattern-based context prediction approach. First of ail, a set of individual rules is derived from each context attribute using context history. Then a pattern consisted of results from reasoning individual rules, is developed for pattern learning. If at least one context property matches, say R, then regard the pattern as right. If the pattern is new, add right pattern, set the value of mismatched properties = 0, freq = 1 and w(R, 1). Otherwise, increase the frequency of the matched right pattern by 1 and then set w(R,freq). After finishing training, if the frequency is greater than a threshold value, then save the right pattern in knowledge base. On the other hand, if at least one context property matches, say W, then regard the pattern as wrong. If the pattern is new, modify the result into wrong answer, add right pattern, and set frequency to 1 and w(W, 1). Or, increase the matched wrong pattern's frequency by 1 and then set w(W, freq). After finishing training, if the frequency value is greater than a threshold level, then save the wrong pattern on the knowledge basis. Then, context prediction is performed with combinatorial rules as follows: first, identify current context. Second, find matched patterns from right patterns. If there is no pattern matched, then find a matching pattern from wrong patterns. If a matching pattern is not found, then choose one context property whose predictability is higher than that of any other properties. To show the feasibility of the methodology proposed in this paper, we collected actual context history from the travelers who had visited the largest amusement park in Korea. As a result, 400 context records were collected in 2009. Then we randomly selected 70% of the records as training data. The rest were selected as testing data. To examine the performance of the methodology, prediction accuracy and elapsed time were chosen as measures. We compared the performance with case-based reasoning and voting methods. Through a simulation test, we conclude that our methodology is clearly better than CBR and voting methods in terms of accuracy and elapsed time. This shows that the methodology is relatively valid and scalable. As a second round of the experiment, we compared a full model to a partial model. A full model indicates that right and wrong patterns are used for reasoning the future context. On the other hand, a partial model means that the reasoning is performed only with right patterns, which is generally adopted in the legacy alignment-prediction method. It turned out that a full model is better than a partial model in terms of the accuracy while partial model is better when considering elapsed time. As a last experiment, we took into our consideration potential privacy problems that might arise among the users. To mediate such concern, we excluded such context properties as date of tour and user profiles such as gender and age. The outcome shows that preserving privacy is endurable. Contributions of this paper are as follows: First, academically, we have improved sequential matching methods to predict accuracy and service time by considering individual rules of each context property and learning from wrong patterns. Second, the proposed method is found to be quite effective for privacy preserving applications, which are frequently required by B2C context-aware services; the privacy preserving system applying the proposed method successfully can also decrease elapsed time. Hence, the method is very practical in establishing privacy preserving context-aware services. Our future research issues taking into account some limitations in this paper can be summarized as follows. First, user acceptance or usability will be tested with actual users in order to prove the value of the prototype system. Second, we will apply the proposed method to more general application domains as this paper focused on tourism in amusement park.

사용자환경의 메타포가 스마트폰 애플리케이션 사용의도에 미치는 영향 (The Effects of Metaphors in the Interface of Smartphone Applications on Users' Intention to Use)

  • 정원진;홍석기
    • Asia pacific journal of information systems
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    • 제24권3호
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    • pp.255-279
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    • 2014
  • It is not too much to say that smartphones have become an essential part of our lives due to their versatility. Nevertheless, they still have less overall capabilities than their desktop counterparts. Specifically, they have small screens and low resolutions, which make their applications difficult to have a usable interface. To account for these limitations, the interface of smartphone applications should be designed carefully and properly. Good interface design to any application is critical. However, a comprehensive information systems (IS) literature review found that there has been little research on the user interface design of smartphone applications. More specifically, there has been little empirical evidence and understanding about how metaphors, an imaginative way of describing objects and concepts, in the user interface of smartphone applications affect users' intention to use the applications. Thereby, the research goals of this study are to examine 1) the effects of the metaphors in the user interface of smartphone applications on the interaction between users and applications and 2) the effects of mediating variables including the interaction between users and applications, users' beliefs and attitudes, on users' intention to use the applications. A survey was conducted to collect data. University students and practitioners participated in the survey. A 24-item questionnaire was developed on a 5-point Likert-type scale. The measurement items were mostly adapted from the previous studies in the IS literature and modified to fit the context of this study. First, a principal component factor analysis was performed to explore the inter-relationships among a set of variables. The analysis showed that most of the items loaded quite strongly on the six components. The analysis also revealed the six components with eigenvalues exceeding 1, explaining a total of 70.7 per cent of the variance. The reliabilities of the items were also checked. Most Cronbach alpha values were above 0.8, so the scales were considered reliable. In sum, the results of the analysis support the decision to retain the six factors for further investigation. Next, the structural model was analyzed with AMOS structural equation modeling. The values of GFI, AGFI, NFI, TLI, CFI, and RMSEA were checked. The values showed that the research model considerably have a good fit in general. Next, the convergent and discriminant validities of all constructs were examined. The values for the standardized regression weights and critical ration (CR) indicated sufficient convergent validity for all constructs. In addition, the square root of the average variance extracted (AVE) of each construct was compared with its correlations with all other constructs. The results supported discriminant validity for all constructs. In sum, the results of analysis demonstrated adequate convergent and discriminant validities for all constructs. Finally, path coefficients between the variables were examined. Methphor was found to have an impact on interaction (${\beta}$ = .457, p = .000). There were also significant effects of the interaction on perceived usefulness (${\beta}$ = .273, p = .000) and ease of use (${\beta}$ = .405, p = .000). User attitude was significantly influenced by these two beliefs, perceived usefulness (${\beta}$ = .386, p = .000) and ease of use (${\beta}$ = .347, p = .000) respectively. Further, the results of analysis found that users' intention to use smartphone applications was significantly influenced by user attitude (${\beta}$ = .567, p = .000). Based upon the analyses, all hypotheses were supported. This study found that the metaphors used in the interface of smartphone applications affect not only the interaction between users and applications, but also users' intention to use the applications through the mediating variables, perceived usefulness and ease of use. These findings imply that if the metaphors used in the user interface of application are easy enough to understand for smartphone users, then the application can be perceived useful and easy to use, which in turn make users to have an intention to use the application. In conclusion, this study contributed not only to validate and extend Technology Acceptance Model (TAM) partially, but also to develop the construct of metaphor in smartphone settings. However, since a single empirical study cannot be enough to validate the findings, some limitations should be considered.