• Asia pacific journal of information systems
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• 제12권1호
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• pp.103-122
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• 2002

The technology acceptance model(TAM) has been widely studied in IS research and Internet has been expanded very rapidly in modern society. The purpose of this study is to provide an internet acceptance model and test it empirically. This study extends the TAM model and motivation theory by adding gender. This model posits that perceived ease of use, perceived usefulness and perceived playfulness correlate with Internet use, Test results are as follows: First, the survey suggested the three factors-perceived usefulness, perceived ease of use and perceived playfulness-affect the use of Internet. Second, Difference just appeared in case of perceived use of use between genders but not others-perceived usefulness and perceived playfulness. Third, the result represented that there was nothing that affected the use of Internet by itself among the three factors-perceived usefulness, ease of use and playfulness and perceived usefulness used gender as a moderated variable in the case of the use of Internet.

• 경영과학
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• 제22권1호
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• pp.83-101
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• 2005

We are going to make clear three things through the examination of the subject of this study. The first thing is to verify whether perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which determine the loyalty of a shopping mall. The second Is to find out the effect of perceived usefulness and ease of use of using internet shopping mall on shopping mall's loyalty through variable intermediation of trust and satisfaction. The third is to emphasize the importance of perceived usefulness and ease of use of using a shopping mall web sites and carrying out a through analyzing path that usefulness and ease of use are intermediated by trust and satisfaction to loyalty. We made a poll to people who had ever used internet shopping mall and got Information. The results are below. The easer internet shopping mail users feel when using shopping mall sites, the more they feel them useful. Perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which are major preceding factors of Internet shopping mall loyalty. The perceived ease of use, trust, and satisfaction intermediate between the perceived ease of use and shopping mall's loyally while users are accepting internet shopping mali. And trust and satisfaction intermediate between the perceived usefulness and shopping mall's loyalty. These results show that the degree of usefulness and feeling easiness in using shopping mall of users should be considered seriously. The only easiness of shopping mall doesn't create shopping mail's loyalty, but, It's created when users acknowledge the usefulness, trust, and satisfy.

• 대한가정학회지
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• 제38권4호
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• pp.163-177
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• 2000

The purposes of this study were to examine the perception of usefulness and the use degree of search and purchase about internet shopping of housewives. Specifically, this study analyzes the trend of the perception of usefulness and the use degree of internet shopping, and closely examines the influential factors. The major findings are follows: (1) Those who are college-educated, employed, positive about household informationalization, internet-educated, highly capable of the internet, and comfortable with an issue of an effluence of personal data showed high perception of usefulness of internet shopping. (2) Those who are young, college-educated, and employed showed the high use degree of search. Those who are age 20 to 30, college-educated, employed, and at the early stage of family life cycle showed the high use degree of purchase. In addition, those who are positive about household informationalization high in the tendency of innovation and the awareness of time constaints, exposed to the internet education, high in the internet capability, and low in a burden of the internet bills and the effluence of personal data showed the high use degree of search and purchase.

• 한국의류학회지
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• 제32권1호
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• pp.147-156
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• Asia pacific journal of information systems
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• 제13권3호
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• pp.85-106
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• 2003

Recently, firms which have offered a "free Internet service" to their customers, are considering a "charged Internet service" for increasing a company's profit. But they have doubts about the results, because consumers may fly away from their web-site easily and may discontinue using their services. The purpose of this study is to investigate which factors make consumers use the charged Internet services. To do this, the factors, which are ease of using the service, usefulness of the service, the reputation of the service provider, service cost, and the intention to use the service as a mediator, are analyzed. To achieve this research objective, a structural equation model was constructed and a field study method was used. The findings are summarized as follows: First, ease of using the service, usefulness of the service, and service cost have significant impacts on the charged Internet service usage through the intention to use. Especially, although service cost influences on the service usage largely, the usefulness of the service has a bigger impact on the charged Internet service usage than service cost. Second, the reputation of the service provider does not have any impact on the service usage. Third, consumers using only the free Internet service tend to hesitate about using the "charged Internet service" because they doubt its ease of use and usefulness in spite of the service cost.

• 한국정보시스템학회지:정보시스템연구
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• 제19권3호
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• pp.209-236
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• 2010

Recently, utilization of mobile Internet services is rapidly increasing. To properly accelerate the vitalization of mobile Internet usage, we have to know exactly about the factors affecting potential users' value recognition and intention to use. Technology acceptance model (TAM) is one of the most powerful reference framework for the individual user's adoption of IT innovations. This research borrowed core concept of TAM, and tried to explain users' intention to use mobile Internet by understanding the direct and indirect effects of subjective norm and perceived usefulness. To increase the explanatory power of the model, this paper introduced personal innovativeness as a key moderator variable. The research findings include; i) subjective norm has strong positive influence on perceived usefulness and intention to use, ii) perceived usefulness has positive influence on intention to use, iii) the influence of subject norm is greater than that of perceived usefulness, iv) positive influence of subjective norm on the perceived usefulness and intention to use are significantly stronger in the case of low personal innovativeness sub-group than the case of high personal innovativeness sub-group, and v) high personal innovativeness sub-group have shown strongly positive influence of perceived usefulness on the intention to use while there is no such significant relationship in the case of low personal innovativeness sub-group. Based on these findings, this paper proposed several guidelines to increase the adoption and the usage of mobile Internet; i) word-of-mouth is extremely important, ii) to form a good word-of-mouth, it will be very important to make early adopters and heavy users have positive direct experiences of using mobile Internet.

• 기술혁신연구
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• 제14권1호
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• pp.201-225
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• 2006

Technology Acceptance Model (TAM) considers perceived ease of use and perceived usefulness as the important determinants of user behavior regarding information technology. As an extension of TAM, this research examines perceived security as an additional determining variable to explain an individual's acceptance and use of mobile banking as well as internet banking. The results show that perceived ease of use does not affect the individual's attitude toward the use of mobile or internet banking, while perceived usefulness does. Furthermore, perceived security affects perceived usefulness in mobile banking, but not in internet banking. In addition, in mobile banking, perceived security is positively related to perceived usefulness, though perceived security is negatively related to attitude. Finally, the average scores of surveyed data for Internet banking are higher and significantly different than those for mobile banking.

• 한국의류학회지
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• 제32권5호
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• pp.834-845
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. The areas of study interest are, the perceived risk, trust, usefulness, Shopping-mall attitude, and purchase intention. To fulfill this objectives, First, a survey was performed targeting customers with first-hand experience with fashion merchandise in Internet shopping-mall. Second, the improbability sampling method was used on aged from 20s to 40s, and the survey was performed over a one month period. A total of 806 questionnaires. The empirical studies were summarized as follows. First, the exchange/return/delivery risk and social/psychological risk had an effect on the perceived trust in Internet fashion shopping mall. Second, the perceived trust had an effect on the perceived usefulness, the attitude toward using and intention of repurchase in Internet fashion shopping mall. Third, the perceived usefulness had an effect on the attitude toward using and intention of repurchase in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• Asia pacific journal of information systems
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• 제14권3호
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• pp.1-22
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• 2004

Technology acceptance model(TAM) has been widely used to predict the end-user's acceptance of a new IT/IS. We used TAM as a theoretical foundation to explain user's intention to use an Internet shopping mall. The theoretical model is tested with the questionnaires from 308 users of an Internet shopping mall. Results show that several individual characteristics such as Internet skills and self-efficacy have a significant impact on user's perception of usefulness and ease of use. Results also show that both perceived enjoyment and perceived usefulness of Internet shopping mall strongly predict intention to use the Internet shopping mall. However, perceived ease of use has no direct influence on intention to use the Internet shopping mall. Personal innovativeness and Internet skills also have a positive effect on perceived enjoyment. Therefore, Internet shopping mall managers have to consider intrinsic motivational factor(enjoyment) as well as extrinsic motivational factor(usefulness). In addition, individual characteristics should be emphasized to form the positive beliefs about using the Internet shopping mall.

• 경영과학
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• 제23권3호
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• pp.95-118
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• 2006

This study developed the traceability information for tracing fishery products from the production step to the consumption step in the distribution channel of fishery products. Based on it, we further presented the theoretical linkage between traceability information and perceived qualities of internet shopping malls, and then investigated how traceability information affected trust and perceived usefulness in the internet shopping mall to find the key success factors of internet shopping malls of fishery products. We collected 194 responses from internet consumers who had prior experience on purchasing fishery products. This survey data was used to empirically test the ten research model hypotheses by using PLS. The PLS results indicated that traceability information had significant impact on trust and perceived usefulness. Finally, trust, perceived usefulness and perceived ease of use were found to be related to online consumers' intention to purchase fishery products.