• The Journal of Information Systems
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• v.15 no.2
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• pp.49-75
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• 2006

The main purpose of this study is to identify the factors affecting personnel e-Learning acceptance. We used self-efficacy and perceived playfulness as independent variables to extended Technology Acceptance Model in an e-Learning contort. Perceived playfulness is the one of the important personal intrinsic motivational factors which could enlarge the understanding process of technology acceptance in the personal perspective. Questionnaires were collected from 94 respondents who experienced e-Learning systems that L Corporation provided. This study developed and empirically tested a model representing the relationship by using Structural Equation Model among factors which are: perceived usefulness, perceived ease of use, perceived playfulness, self-efficacy and attitudes. Also we measured affective and cognitive attitude because, most psychometric literature explain attitude has two different dimensions which are affective and cognitive. The major findings of the study are summarized as follows. Firstly, the higher the perceived usefulness the more affected the behavioral intention was to use as well as attitude to be positive. Secondly, as much as perceived playfulness more affected the perceived ease of use as well as self-efficacy. Finally, the perceived ease of use and self-efficacy are not significantly affected attitude while they are affected perceived usefulness and perceived playfulness.

• The Journal of Information Systems
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• v.29 no.2
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• pp.51-69
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• 2020

Purpose Today, the increasing of internet use and the expansion of internet range provide us with many opportunities. Therefore, this study examine relation of perceived ease of use, perceived playfulness, perceived risk, perceived usefulness based on previous studies. And we examine the effect of O2O service satisfaction on continuous use intention. Also, we studied the relationship between perceived ease of use, perceived playfulness, perceived risk, perceived usefulness according to user innovation. Design/Methodology A Structural Equation Model(SEM) method was used to test the theoretical framework based on a sample of 451 respondents who have experienced the O2O service. Factor analysis and confirmation factor analysis was conducted to check the reliability, convergency validity and discriminant validity. To test moderating effect of the user innovation, multi group analysis was conducted. Findings First, perceived ease of use, perceived playfulness, perceived risk have significant effects on perceived usefulness. Second, perceived usefulness of O2O service have a positive effect on satisfaction. Third, satisfaction of O2O service have a positive effect on continuous use intention. The relationship that perceived ease of use, perceived playfulness, perceived risk affect perceived usefulness is differ depending on user innovation. Based on these findings, this study suggested to marketing practitioners the need for different approach by a user innovation.

• Asia pacific journal of information systems
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• v.12 no.1
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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.

• The Journal of Information Systems
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• v.16 no.3
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• pp.133-159
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• 2007

The primary purpose of this study is to examine the effects of perceived characteristics on user satisfaction and continuous usage intention in personal communities. We developed a research model based on the literature reviews of personal communities, TAM, perceived risks, and satisfaction. The research model includes perceived playfulness, perceived ease of use, perceived usefulness, and perceived risk as perceived characteristics in personal communities. For validation of this theoretical model, we survey the users of 'Mini-hompy', one of the most popular personal communities in Korea. The research model was empirically verified by structural equation model analysis with data collected from 407 samples. Analysis of the results indicates that perceived ease of use is positively related perceived playfulness and perceived usefulness. Perceived playfulness, perceived ease of use, and perceived risks are significantly related to satisfaction. User's satisfaction has positive relationship with continuous usage intention in personal communities.

• Journal of the Korean Society for information Management
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• v.29 no.3
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• pp.145-167
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• 2012

The purpose of this study is to examine the causal relationships among self-efficacy, perceived usefulness, perceived ease of use, perceived playfulness, and reuse intention of SNS. The results of data analysis by structured equation model(SEM) indicate that self-efficacy significantly influences individual's perceived ease of use, perceived usefulness and perceived playfulness. Both perceived playfulness and perceived ease of use affects perceived usefulness on SNS. Individual's self-efficacy, perceived playfulness and perceived usefulness affect reuse intention of SNS. Based on the results, the theoretical and practical implications of this study are discussed.

• Journal of Information Technology Applications and Management
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• v.20 no.1
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• pp.149-171
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• 2013

The purpose of this study is to investigate factors influencing Chinese consumers' intention to adopt Smartphones. This paper examines Smartphone characteristics factors (situational dependence, diversity and security) and consumer personality characteristics (innovation, self-efficacy and familarity) based on the Technology Acceptance Model. The 320 sets of data are tested against the model using SEM (structural equation model). The research results reveal that diversity and security have significant influences on both perceived usefulness and perceived playfulness. According to the data analysis, self-efficacy affects only perceived easy of use, and familiarity positively affects perceived easy of use, usefulness and playfulness. This study finds that perceived easy of use and perceived usefulness have positive influences on behavioral intention to adopt Smartphones, and situational dependence and innovation directly affect the behavioral intention. The perceived cost has a negative impact on the behavioral intention. Research results are discussed, and limitations of the current study and future research are presented.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.

• Journal of Digital Convergence
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• v.11 no.10
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• pp.295-303
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• 2013

This study highlight the role of perceived cost on user's continuance intention to use mobile TV service in china. We proposed research model based on the expectation-confirmation model(ECM) and reclaim 243 questionnaires from experienced users in china. Above all, the analysis results support significant relationship perceived variables, satisfaction, and continuance intention of mobile TV. First, while expectation confirmation has positive influence on perceived playfulness and satisfaction, the effect on perceived usefulness is not significant. Second, perceived cost can significantly predict perceived usefulness and satisfaction, however, we found no evidence of a statistically significant influence on perceived playfulness. Third, perceived usefulness and perceived playfulness have a positive influence on satisfaction, and perceived usefulness, satisfaction, and perceived playfulness have a positive influence on continuance intention. This results provide implications from both theoretical and managerial perspectives and the limitations have been discussed for future research.

• Management & Information Systems Review
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• v.21
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• pp.131-154
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• 2007

The purpose of this study is to understand a information technology acceptance model and to test empirically using field survey. In order to achieve this purpose, first of all, I examined literature reviews about the theory of reasoned action(TRA), the theory of planned behavior(TPB), and the theories of technology acceptance model(TAM). Based on literature reviews, I proposed a technology acceptance model and empirically verified it through using field survey. As a result of, this study was designed to predict and to explain the factors of affecting reuses of a website. The data that were surveyed 193 users of internet were analyzed with SPSS 12.0 and AMOS 4.0. The major results of this study as follows : First, the perceived complexity is influenced by the skill & experience and the quality of system. Second, the quality of system affects the perceived usefulness. Third, the perceived complexity affects the perceived usefulness and the perceived playfulness. Fourth, reuses of a web site are influenced by the perceived usefulness and the perceived playfulness. Finally, the quality of system affects the perceived usefulness and the skill & experience affect the perceived playfulness.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.17-37
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• 2024

Purpose: This study used the SOR model to analyze the impact of live commerce's modified livecommercescape factors (interactivity, presence, playfulness, convenience, and broadcaster characteristics) on repurchase intention through usefulness and flow. Research design, data, and methodology: 1,149 respondents with live commerce purchase experience were collected through an online survey, and the collected data was analyzed with SPSS 25.0 and SmartPLS 4.0 statistical package programs. Results: Presence and playfulness were found to have the highest influence on flow and usefulness. In particular, Presence and broadcaster characteristics were found to be the factors that had the greatest influence on flow. Playfulness was found to have the greatest impact on usefulness, and two-way communication was found to have the lowest influence among the five servicescape factors. Broadcaster characteristics also affect flow but not usefulness, and convenience only affects usefulness and does not affect flow. Flow shows results that affect usefulness and repurchase intention. Conclusion: Our findings provide a richer understanding of causal relationships within the SOR framework, demonstrating that broadcaster characteristics, two-way communication, presence, and playfulness can influence flow, perceived usefulness, and, consequently, consumer purchasing behavior.