• 한국정보시스템학회지:정보시스템연구
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• 제29권2호
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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.

• 한국IT서비스학회지
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• 제17권3호
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• pp.157-169
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• 2018

This study aims to examine the factors influencing user attitude toward Smart Home service as the demand of Smart Home service is increasing and it somewhat involves privacy risk. To this end, the research model includes five independent variables, trust in service provider, perceived privacy risk, self efficacy, interpersonal influence, and external influence, influencing the attitude toward Smart Home service. So, this study aims to analyze which variable is the most critical and influential among the five factors and suggest the direction of Smart Home industries. This study first reviews the literature on Smart Home services and describes its Korean situation. Data were collected from residents living in a smart apartment complex. The results show that (1) users have a very positive attitude toward Smart Home service in total, (2) trust in service providers, self efficacy, and interpersonal influence positively impact user attitude toward Smart Home service and interpersonal influence is the most influential variable, however, (3) perceived privacy risk and external influence dose not significantly impact it. These results imply that the role of service providers, self efficacy, and interpersonal influence are important factors on the user attitude toward Smart Home service. Finally, the study's findings and limitations are discussed and potential avenues for future research are suggested.

• 품질경영학회지
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• 제42권3호
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• pp.387-406
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• 2014

Purpose: The widespread use of social network services (SNS) has caused users concern about the disclosure of their privacy or personal information. The purpose of this study is to analyze the factors of privacy concern and self presentation that affect the user resistance in the use of social network service. Methods: This study verifies the factors that affecting the user resistance in SNS. The research model suggested in this study is tested via a survey of 260 SNS users. SPSS and Smart PLS had been used to test the suggested hypotheses. Results: This study shows that privacy experience, privacy awareness, self esteem, and social desirability significantly influence perceived risk and that privacy awareness, self esteem, self efficacy, and perceived risk significantly influence perceived trust. It also verifies that perceived risk and perceived trust positively affect user resistance. Conclusion: This paper suggests that high awareness on privacy of SNS user encourages the SNS companies to consider the privacy protection mechanism for eliminating various factors that affecting the risk. This study also shows that the privacy calculus model applies to understanding the mechanism on resistance of SNS user.

• International Journal of Contents
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• 제14권4호
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• pp.18-23
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• 2018

Recently, the developments in IT technology and the spread of smart phones have made Fin-Tech, which is a combination of financial services and IT technology, a big issue. In accordance with the growth trend of mobile payments in the world, all financial transactions in Korea are gradually shifting to smart phones. In fact, mobile payment system services are not widely used by users. In particular, the risk factors involved when users want to use the service are one of the factors that hinder the expansion of the usage of mobile financial payment service. The risk factors affect the trust of the mobile payment system users. Therefore, this study investigates the risk factors of the mobile payment system and the manner in which it affects a user's trust. We have also examined as how user's trust affects trust in the quality of the mobile payment system. To this end, the trust in overall quality of use was largely divided into trust in system quality, trust in information quality, and trust in service quality. Perceived finance risk, perceived performance risk, and perceived privacy risk have negative effects on cognitive trust. However, perceived time risk did not affect cognitive trust. User's cognitive trust also has an effect on trust in quality.

• 기술혁신연구
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• 제14권3호
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• pp.183-208
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• 2006

Mobile banking is one of the most representative services applied to the mobile technology. However, there are few recent studies about the user acceptance of mobile banking, and prior studies only have been related to the positive effects of the service acceptances such as e-commerce and Internet banking service. The purpose of this research is to grasp the particular risk essentials in mobile banking which customers perceive, and the risk degree of user recognition which affect customer intention to adopt mobile banking through the exploratory research. The perceived risk is segmented into the performance risk, financial risk, time risk, social risk (or psychological risk), and privacy risk based on Cunningham's research (1967) and other recent studies. In the Unified Theory of Acceptance and Use of Technology (UTAUT), we have attempted to determine how different perceived risks have influence on the mobile banking adoption intentions of both the mobile banking users and potential users. The results indicate that performance expectancy, effort expectancy, and social influence have positive influences on the intention to use mobile banking service while perceived risk has a negative influence on the intention to use and performance expectancy.

• 한국시뮬레이션학회논문지
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• 제27권1호
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• pp.51-60
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• 2018

본 연구는 혁신확산이론과 관련 선행연구를 기반으로 사용자의 핀테크 결제 서비스 사용 영향요인을 서비스와 사용자 측면으로 분류하여 파악하고 인과관계를 실증 검증하였다. 사용자 수용에 영향을 미치는 서비스 특성으로 복잡성, 혜택, 서비스 제공자 신뢰와 인지된 위험을 서비스 특성으로, 개인 혁신성과 보안사고 경험을 사용자 특성으로 분류하여 연구모형을 구성하였다. 이항 로지스틱 회귀분석 결과 인지된 위험과 사용의 복잡성, 보안사고 경험은 사용자의 핀테크 수용에 부정적인 영향을 미치며 개인혁신성은 긍정적인 영향을 미치는 것으로 나타났다. 추가로 인지된 위험이 핀테크 서비스 수용에 미치는 부정적인 영향을 강화하는 보안사고 경험의 조절효과 역시 유의미하게 나타났다.

• 한국조리학회지
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• 제16권3호
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• pp.1-13
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• 2010

본 연구의 목적은 외식 이벤트 이용자들의 지각된 위험 및 태도와 행동 간의 영향 관계를 밝혀 고객 지향적인 외식 이벤트 마케팅의 전략 도출 및 고객의 가치 제고를 효율적으로 실현할 수 있는 방안을 제시하고자 함에 있다 예비 조사는 2008년 5월 9일부터 동년 5월 11일까지 '경남사랑 2008'(경남창원) 외식 이벤트에서 참가자 예비 설문지 조사를 실시하였고, 2차 실증 설문보정은 'Gyeongbuk Food Expo 2008'(경상북도 영주) 동년 11월에 실시하였으며, 본 설문은 '2009 울진대게 국제축제' 대상으로 하여 외식 이벤트를 이용하고 나오는 고객들을 대상으로 출구 조사를 실시하였다. 배포된 설문지는 행사 1일차~2일차에 250부가 배포되었으며 245부가 회수되었으나, 응답이 불성실한 26부를 제외한 219부가 분석에 사용되었다. 연구의 결과는 외식 이벤트 이용자들의 지각 위험은 태도에 영향을 주며, 이용자들은 다양한 상품을 기대하는 것이 아닌 이용자들의 기호와 욕구를 충족시킬 수 있는 상품과 가치 부여만이 이용자 만족과 재이용을 유도할 수 있다는 것으로 이에 따른 이용자의 행동은 외식 이벤트의 홍보에 중요한 역할의 관계가 있음을 나타내고, 이용자 태도에 의한 재구매가 이루어짐을 나타낸다. 추천은 태도에 영향을 받지 않는 것으로 나타났으며, 특히 영양에서는 영양적 가치가 있으면서 유기농 식품을 이용한 외식 이벤트가 금전적인 낭비나 시간 낭비가 될 위험이 적은 외식 이벤트가 될 때 외식 이벤트 이용자들의 만족과 재방문 의도, 구전효과는 높아진다는 것을 알 수 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제27권1호
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• pp.133-151
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• 2018

Purpose Global fintech industry is proliferating. Although domestic investment in fintech service is also increasing fast, user acceptance of fintech payment service seems slower than expected. Previous fintech literature mainly focuses on overall characteristics and technical aspects of fintech including security issues and explores factors affecting the service adoption. This study aims to examine crucial factors affecting user's resistance intention to fintech payment service adoption. The research model was formulated based on innovation diffusion theory and status quo bias theory and validated empirically. Design/methodology/approach The proposed research model was empirically validated with 149 responses from college students who have used fintech payment service. The component-based SEM was employed for data analysis. Findings The significant findings are as follow. First, compatibility has significant negative effect and complexity, and perceived risk has a positive effect on user resistance. Second, institutional trust does not show a significant effect on user resistance but has an indirect effect through the mediation of trust in service provider. Finally, trust in service provider shows the significant negative effect on user resistance.

• 한국산업정보학회논문지
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• 제12권5호
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• pp.86-97
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• 2007

인터넷뱅킹의 지속적인 성장과 확산을 위해 사용자 저항에 영향을 미치는 요인들을 규명하는 연구는 매우 중요하다. 본 연구는 사용자 개인 특성요인, 인터넷뱅킹 특성요인, 서비스품질 요인이 인터넷뱅킹 사용자 저항에 미치는 영향을 분석하는데 그 목적이 있다. 개인 특성요인으로는 컴퓨터와 인터넷뱅킹에 대한 자기 효능, 변화에 대한 태도, 혁신성향으로 설정하였다. 인터넷뱅킹의 특성으로는 상대적 이점, 적합성, 복잡성, 지각된 위험을 주요 요인으로 설정하고, 인터넷뱅킹의 서비스품질은 SERVQUAL의 5가지 요인으로 하여 실증적으로 분석하였다. 분석결과, 개인 특성으로 컴퓨터와 인터넷뱅킹에 대한 자기효능, 인터넷뱅킹의 특성으로는 적합성, 반응성, 복잡성, 위험성, 그리고 서비스품질 요인에서는 신뢰성과 공감성이 사용자 저항에 유의한 영향을 미치는 변수로 파악되었다.

• 품질경영학회지
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• 제41권3호
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• pp.381-394
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• 2013

Purpose: Nowadays, Mobile Cloud Storage services are used widely. For sustainable use of this service, we need to determine what factors affect satisfaction. Therefore, the purpose of this study is to identify the factors that influence satisfaction. Methods: To analyze factors that influence satisfaction, this study sets the factors into three dimensions such as service quality, perceived risk, and individual characteristics and analyze the causal relationship between influence factors and satisfaction through Structural Equation Model. Results: The results of this study are as follows; among service quality, user interface and reliability influenced satisfaction, but adaptability did not have any influence. Perceived risk of illegal access had a negative influence on satisfaction, while perceived risk of privacy leakage did not have significant influence on satisfaction in perceived risk. At last, self-efficacy had a significant influence on satisfaction. Conclusion: We identified the influence factors that influence satisfaction. Our findings will be necessary for Mobile Cloud Storage service providers to strengthen their service.