• Asia pacific journal of information systems
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• 제28권4호
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• pp.320-349
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• 2018

Purpose: The application of IoT is finding continuous acceptance in our daily lives, particularly, smart speakers are making life easier and convenient for consumers. This research aims to develop and test an integrated model of factors influencing consumer's adoption of voice-enabled IoT devices. Design/methodology/approach: Based on the VAM, an integrated voice-enabled IoT device adoption model is proposed. Gender differences on five constructs relating with perceived value (perceived usefulness, perceived enjoyment, perceived security risk, perceived technicality and perceived cost) was also examined through PLS-MGA technique. The usage experience of consumers was also controlled in the integrated VAM. Findings: Result shows that Perceived-Usefulness, Perceived-Enjoyment and Perceived-Cost have a strong effect on Perceived-Value. However, Perceived-Technicality and Perceived-Security-Risk are non-influential and have no significant effect on PV. Additionally, Perceived-Value and Social-Influence plays a significant role in predicting adoption intention. Gender differences also exist in consumers perception of usefulness, enjoyment and cost. In comparison to the basic value-based adoption model, the integrated model provides more insight on consumers adoption of voice-enabled IoT devices. Originality/value: Using an integrated model, this study is one of the first scholarly attempt at modelling the influential factors for adopting smart speakers i.e., voice-enabled IoT devices, with implications for improved adoption.

• 디지털융복합연구
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• 제11권12호
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• pp.155-160
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• 2013

세계적인 경제 불황 환경에서 클라우드 컴퓨팅은 IT 분야에서 새로운 패러다임이 되었다. 본 논문은 국내기업의 클라우드 서비스 채택의도의 영향요인 분석을 위한 탐색적 연구이다. 본 연구는 클라우드 서비스 중에서 IaaS(Infrastructure as a Service)에 초점을 맞추고, 클라우드 서비스 채택의도 분석을 위해서 TAM과 VAM을 적용하기로 한다. 제안하는 탐색 모델은 확장성, 민첩성, 보안성, 효율성, 신뢰성 등과 같은 클라우드 서비스의 특성을 포함한 TAM과 VAM을 적용하여 IaaS 채택의도의 중요한 영향요인을 파악하기 위한 가설들을 검증한다. 궁극적으로 본 연구를 통하여 B2B 클라우드 서비스 시장에서 기업 사용자들의 IaaS 채택에 관한 사용의도를 파악하는데 도움을 줄 수 있을 뿐만 아니라 클라우드 서비스 제공자들이 보다 효과적인 클라우드 서비스 개발과 마케팅 전략을 향상시키는데 도움을 줄 수 있다.

• 디지털산업정보학회논문지
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• 제20권2호
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• pp.141-157
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• 2024

This study examines the impact of cryptocurrency value characteristics on cryptocurrency investment intention. Stock craze and information provided through various media, including YouTube, play an essential role in helping investors recognize the value of cryptocurrency and develop positive investment intentions. In this study, we applied the Value-Based Adoption Model (VAM) to verify the relationship between cryptocurrency value characteristics and investment intention. We surveyed 500 cryptocurrency investors to assess network externalities, awareness, compatibility, cost benefits (fees), technicality, security, perceived value, and investment intentions. SEM (Structural Equation Modeling) using AMOS 26.0 was used for data analysis. Results show that network externalities, awareness, compatibility, cost benefits (fees), security, and perceived value significantly impact investment intention. This study provides insights that help investors accurately perceive cryptocurrencies and develop strategies to increase investment intentions. It also contributes to improving investors' decision-making ability. This comprehensive approach will foster the growth of the cryptocurrency market and strengthen investor confidence.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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• pp.1-21
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• 2023

Purpose The purpose of this study is to investigate the intention of early application users in consideration of the characteristics of digital finance-based MyData service users. It is expected that user characteristics will affect the intention to use MyData service, which has not yet been advanced, and accordingly, it will examine how the characteristics of the initial users of MyData service and the intention to use it are connected. Design/methodology/approach The model used in this study is a value-based adoption model (VAM), and a lot of research has been conducted on information technology and online user acceptance and continuous use intention of online users. VAM has been proven useful through empirical analysis in many studies. The value-based acceptance model is a method of analyzing the intention to use Benefits and Sacrifices as the main elements of perceived value. It can be said to be a model that can analyze the benefits of use and the sacrifices to be made. Findings According to the analysis results of this study, it was found that usefulness, enjoyment, and reliability, which are the benefits of MyData service apps, had a positive effect on perceived value, which is partially consistent with existing research results. However, it was found that complexity, which is the sacrifice of MyData service apps, negatively affects perceived value and security has no negative impact. The results of security are considered to be complementary to financial institutions because MyData service deals with financial data based on personal information, and the research hypothesis is rejected because users' demands are relatively low. Therefore, MyData service apps should do more to increase benefits (usefulness, enjoyment, and reliability) than to reduce sacrifice (complexity) to users.

• Journal of Information Technology Applications and Management
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• 제17권2호
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• pp.111-132
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• 2010

Korean telecommunications industry has a large scale market and boasts on high service quality and high technologies enough to provide the mobile video telephony service(the VTS) satisfactorily. For many years, Korean telecommunications companies have been investing enormous amount of money to advertise their VTS widely and to allow their customers to change their cell phones for the 3G(the third generation) devices indispensable for the VTS. However, despite their efforts, the VTS adoption rate in Korea is very low as of January, 2010 and it seems that customers seldom feel the necessity to use. From this viewpoint, it becomes necessary to identify antecedents influencing the intention to use for the VTS empirically. For this purpose, we have proposed several hypotheses from the perspective of the Value-based Adoption Model(VAM). We conducted a survey and found the several factors which influence the value perception of VTS.

• 한국IT서비스학회지
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• 제15권4호
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• pp.125-151
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• 2016

In recent years, O2O (Online to Offline) services get a lot of attention to improve the trust in online shopping and minimize the inconvenience and the cost burden in offline shopping as the number of consumers, who do not show concern about the purchase platform like online or offline, increases. Even though the services have been getting the spotlight as a strong business platform for next generation commerce, there have been only a few studies on the O2O services. The purpose of this research is to investigate the factors which affect the consumer's intention to use location-based O2O services. The study is based on VAM (Value-based Adoption Model) which is able to analyze those factors from the aspects of benefit and sacrifice. We used the partial least squares (PLS) method for empirical analysis, and the result shows that contextual offers, instant connectivity, webrooming and economic efficiency, which fall under the benefit, affect perceived value positively while annoyance and face consciousness, which fall under the sacrifice, do not affect perceived value significantly. In addition, contextual offers and instant connectivity affect trust positively. Location accuracy, which falls under the benefit of location-based O2O service, do not significantly affect perceived value and trust while security risk affects trust and use intention negatively. It appears that trust affects perceived value and use intention positively.

• 한국전자거래학회지
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• 제20권1호
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• pp.117-135
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• 2015

모바일 쿠폰과 멤버십 카드를 통합적으로 관리하는 모바일 지갑은 사용 편리성과 경제적 혜택으로 인해 빠르게 성장하고 있는 모바일 서비스 중의 하나이다. 그러나 빠른 성장에도 불구하고 모바일 지갑을 지속적으로 사용하지 않는 단기 사용자의 증가는 모바일 지갑 서비스 제공자들이 수익창출을 위해 해결해야 할 주요한 문제점이 되고 있다. 본 연구에서는 모바일 지갑 사용자의 서비스 사용기간을 늘리기 위한 주요 고려사항을 도출하기 위해, 모바일 지갑 사용자의 지속적인 사용의도에 영향을 주는 요인을 이익(Benefit)과 비용(Sacrifice)측면으로 나누어 종합적으로 분석 가능한 VAM(Value-based Adoption Model)을 적용하여 검증하였다. 연구결과, 이익 측면에서는 유용성, 가치표현, 인지된 보안과 즐거움이 지각된 가치에 유의한 영향을 미치는 것으로 나타났으며, 비용 측면에서는 기술의 복잡성이 지각된 가치에 유의한 영향을 미치는 것으로 확인되었다. 또한, 지각된 가치는 지속사용의도와 유의한 관계를 갖는 것으로 검증되었다. 본 연구결과를 활용해 모바일 지갑 서비스 제공자가 단기 사용자를 위한 서비스의 개선 및 마케팅 시에 기능 측면뿐만 아니라 감성적 측면의 요인들까지 고려할 수 있을 것으로 기대한다.

• 벤처혁신연구
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• 제5권4호
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• pp.91-108
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• 2022

본 연구는 자율주행 자동차를 이용하고자하는 의도에 영향을 미치는 요인을 실증적으로 분석하기 위해 이루어졌다. 실증 분석을 위한 연구모형은 가치기반수용모델(VAM)을 기반으로 자율주행 자동차의 특성을 반영하여 도출하였다. VAM의 기본 변수인 유용성, 즐거움, 기술성, 인지된 비용에 자율주행 자동차의 특성인 편리성, 안전성, 보안성, 사회적 영향을 추가하였다. 이렇게 도출된 모형을 바탕으로 실증 분석을 위해 설문조사를 실시하였으며 유효한 216부를 분석의 대상으로 삼았다. 실증분석은 AMOS24를 활용한 구조방정식으로 하였다. 실증 분석 결과는 다음과 같다. 유용성, 즐거움, 편리성, 안전성, 보안성은 인지된 가치에 유의한 영향을 미쳤다. 기술성과 인지된 비용은 인지된 가치에 대한 영향 관계가 부(-)로 나타났다. 한편, 보안성과 사회적 영향은 인지된 가치에 유의한 영향을 미치지 못한 것으로 나타났다. 인지된 가치는 사용의도에 미치는 영향에 있어서 유의한 영향을 주는 것으로 나타났다. 유의한 영향을 미친 변수들의 영향력은 안전성, 편리성, 인지된 비용, 즐거움, 유용성, 기술성 순이었다. 한편, 인지된 가치의 매개효과를 분석한 결과 인지된 가치는 유용성, 즐거움, 편리성, 안전성, 기술성, 인지된 비용과 사용의도 사이 매개의 역할을 하는 것이 검증됐다. 반면 보안성 및 사회적 영향과 사용의도 간에는 유의한 매개효과가 검정되지 않았다. 이러한 연구 결과를 바탕으로 본 연구가 가지는 학술적, 실무적 시사점을 제시하고자 한다.

• 한국IT서비스학회지
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• 제18권1호
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• pp.13-26
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• 2019

This study analyzes the characteristics of lending-based crowdfunding of various crowdfunding models, identifies the factors affecting the use of the general public, and provides suggestions for the policies set by real estate crowdfunding businesses and related authorities. To analyze the service's adoption from a cognitive perspective, this study developed a new model that combined the Value-based Adoption Model (VAM), motivation theory, and a set of variables that take into account the characteristics of the real estate industry. For empirical analysis, survey was conducted from the general investors of real estate and valid 252 data were utilized by R 3.2.2. The results of this study showed that both government regulation and the perceived risk are hindering the perceived values and intention to use crowdfunding for real estate. In contrast, this research found that among the intrinsic motivation, enjoyment had a significant impact on the perceived value. In addition, it turned out that among the extrinsic motivation, market attractiveness, brand credibility, expected return, and safety and protection had significant impacts on the perceived value. Finally, it showed the perceived value of real estate crowdfunding had a positive impact on the intention to use.

• 한국컴퓨터정보학회논문지
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• 제23권9호
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• pp.141-156
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• 2018

The purpose of this study is how personal information violation risks affect the intention to use domestic cryptocurrency services. VAM(Value based Adoption Model) model is validated as a theoretical background, selecting perceived ease of use, perceived usefulness and perceived security as a benefit factors, and considers perceived cost, technical complexity, and risk of personal information violation risks as sacrifice factors. The method of this study used questionnaire survey to collect 150 data on user's perception on cryptocurrency services, and also performed a structural equation modeling method using by AMOS 23. The result of this paper shows that all hypotheses are accepted statistically significant except 2 hypothesis. This research is concluded that perceived value is affected on statistically positive impact on perceived ease of use, perceived usefulness and perceived security, and negative impact on risk of personal information violation risk, not statistically perceived fee and technical complexity.