• Asia pacific journal of information systems
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• v.18 no.4
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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.

• Journal of Internet Computing and Services
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• v.13 no.2
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• pp.119-126
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• 2012

The purpose of this study is to test the motivations for e-Learning service usage of smart device users. To do this, empirical data were collected by conducting a field survey with 382 smart-device based e-learners, and structural equation model was used for the purpose of analyzing the data acquired by the survey. A structural equation model was designed and constructed by such factors like usefulness, enjoyment, word-of-mouse(WOM) effect, and social interaction on e-Learning usage intention. In addition, social interaction has an influence on WOM effect. The results of the analysis are summarized as follows; first, usefulness, enjoyment, and WOM have direct effects on e-Learning usage intention. Second, social interaction not only has direct influence on e-Learning usage intention but also has indirect influence carried by WOM effect. The findings have significant implications which the study inquires into the factors for e-Learning usage motivations of smart-device based e-learners.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.191-199
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• 2015

The purposes of this study are to examine the predictability of variables related to SNS intention to use in collaborative learning and provide some new implications. Based on Technology Readiness and Acceptance Model (TRAM), we hypothesized that optimism, innovativeness, discomfort, insecurity as personal disposition variables, subjective norm as a social variable, and perceived usefulness and perceived ease of use as cognitive variables would predict SNS intention to use. For this study, 274 'Share Leadership' students in E university completed surveys and it was analyzed by multiple regression analysis. The results of this study showed as follows. First, optimism, innovativeness, discomfort, and subjective norm predicted perceived ease of use. Second, optimism, insecurity, subjective norm and perceived ease of use predicted perceived usefulness. Third, subjective norm, perceived ease of use and perceived usefulness predicted SNS intention to use. From this, it is revealed that positive technology readiness predict much more than negative technology readiness do and the role of teacher and peers is very important.

• Journal of Korea Society of Industrial Information Systems
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• v.14 no.5
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• pp.227-237
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• 2009

Today, various on-line services based on the Internet have been provided, and recently UCC(user created contents) have become more popular based on web 2.0. However researches on UCC prevailing among internet users have not been performed much yet. Therefore, we have conducted an empirical study to investigate the structural relationships among UCC characteristics, perceived usefulness, flow and intention to use in this study. After reviewing the related works we have derived three latent variables - system, contents, and user characteristics - as UCC characteristics. Structural Equation Model(SEM) has been used to analyze the structural relationships among characteristics of UCC, perceived usefulness, flow and intention to use. Managerial implications are also suggested for managing the UCC services in conclusion.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.411-416
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• 2008

모바일을 통한 커뮤니케이션은 우리 생활에 밀접하게 관련되어 있고, 없어서는 안될 부분이다. 이 현상은 웹을 가진 인터넷보다도 더 중요한 삶의 부분이 되었으며, 미래까지도 계속적으로 아주 빠르게 중요성을 더욱 커질 것이다. 우리는 인간과 인간의 커뮤니케이션을 넘어, 존재하는 모든 사물들과 커뮤니케이션을 원하고 있다. 자연스럽게 "Internet of Things"의 시대로 우리는 나아갈 것이고, 인간과 사물, 사물과 사물간의 커뮤니케이션 발전 정도에 비례하여 유비쿼터스 세상이 얼마나 빠르게 도래되는지 결정될 것이다. 인간과 사물과의 단순한 커뮤니케이션은 우리가 의도적으로 목적을 가지고 사물과의 커뮤니케이션을 원할 때만 가능한 것이다. 하지만, Internet of Things의 사회가 도래도면 우리가 관여하지 않아도 사물들간의 커뮤니케이션을 자율적으로 유지되고 지속적으로 연결되어 있어야만 한다. 이를 위하여 각 사물은 다른 사물들과의 구별, 차이를 가지기 위해 자신만의 고유한 성질인 메타데이터를 가지고 있어야 하고, "Spime" 개념을 이용하여 이를 구체화하고 이해관계를 설명할 수 있을 것이다.

• Journal of the Korea Computer Industry Society
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• v.2 no.4
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• pp.435-442
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• 2001

According to the current increase of the usefulness of information in Internet, several methods are proposed in which multimedia information may be efficiently managed and retrieved. The purpose of this paper is to propose the new grouping method by SRR(Semantic Reference Relation) and DRR(Direct Reference Relation). The important point of this method proposed in this paper is to group MDI(Multimedia Document Informations) as a cluster of this multimedia objects. According to the result of experimental simulation, which has been tested by by the 1,000 multimedia items in internet, this method has made more efficiently the service and grouping of MDI possible than any other methods do in internet.

• Asia pacific journal of information systems
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• v.11 no.3
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• pp.165-184
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• 2001

Despite many numbers of studies in Technology Acceptance Model(TAM), the social influence construct has not been recognized, nor handled clearly. This study includes the social influence construct in TAM and tests the robustness of the model for different information systems contexts: office automation(spreadsheet) and Internet(WWW) usage. Study findings include that 1) social influence has a direct impact on the usage of spreadsheet, but not on Internet(WWW) usage, and 2) social influence has a stronger indirect impact on IS use through perceived ease of use than through perceived usefulness(for both Internet and spreadsheet).

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.6 no.1
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• pp.379-394
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• 2012

The ever-increasing demand for H.264 scalable video coding (H.264/SVC) distribution motivates researchers to devise ways to enhance the quality of video delivered on the Internet. Furthermore, researchers and practitioners in general depend on computer simulators to analyze or evaluate their designed network architecture or proposed protocols. Therefore, a complete toolset, which is called myEvalSVC, for evaluating the delivered quality of H.264/SVC transmissions in a simulated environment is proposed to help the network and video coding research communities. The toolset is based on the H.264 Scalable Video coding streaming Evaluation Framework (SVEF) and extended to connect to the NS2 simulator. With this combination, people who work on video coding can simulate the effects of a more realistic network on video sequences resulting from their coding schemes, while people who work on network technology can evaluate the impact of real video streams on the proposed network architecture or protocols. To demonstrate the usefulness of the proposed new toolset, examples of H.264/SVC transmissions over 802.11 and 802.11e are provided.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.16 no.4
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• pp.189-196
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• 2016

The purpose of this study is to investigate the causal relationships among self-efficacy, perceived usefulness, supervisor and peer support, satisfaction, and transfer intentions in the corporate mobile learning. For this study, the web survey was administered to 302 mobile learning learners of the A domestic corporation in South Korea. Structural equation modeling(SEM) analysis was conducted in order to examine the causal relationships among the variables. The results indicated that first, self-efficacy, perceived usefulness, and supervisor and peer support had positive effects on satisfaction. Second, supervisor and peer support and satisfaction had positive effects on transfer intentions. Third, satisfaction mediated the relationship between self-efficacy and perceived usefulness, while it did partially the relationship between supervisor and peer support and transfer intentions. Based on the result of the research, the study proposes organizational environment with cooperative supervisor and peer support should be made in order to improve the level of learners' transfer intentions. In addition, learning strategies that facilitate learners' self-efficacy and mobile information technology acceptance are needed to develop for enhancing the learners' satisfaction.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.6
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• pp.169-179
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• 2017

The objective of this study is to identify the influence of utilization of SNS among consumers who watch performance art on their behavioral intention in the future when there has been an increasing usage of SNS among consumers along with an increasing importance of SNS in the field of performance art and also the influence of SNS characteristics on behavioral intention of performance art consumers in the future according to their preferred genres. According to the results of empirical analysis in this study, usefulness, pleasure, and social influence, as SNS characteristics, turned out to positively influence on behavioral intention in the future. According to the result of analysis in difference of influence on behavioral intention in the future depending on preferred performance art genre, usefulness, pleasure, and availability in order among SNS characteristics turned out to influence on behavioral intention in the future in pop-music/entertainment concert. In addition, only usefulness turned out to influence on behavioral intention in the musical. Usefulness and availability in order turned out to influence on behavioral intention in the act. Lastly, only usefulness turned out to influence on behavioral intention in the music/ballet. According to aforementioned results of the study, it implies that SNS characteristics of performance art audiences are influencing on behavioral intention in the future. In addition, since there is a difference in behavioral intention in the future among art consumers in each genre, it is required to differentiate utilization and strategies of SNS in each genre.