• Title, Summary, Keyword: Perceived usefulness

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Effects of mobile fashion shopping characteristics, perceived interactivity, and perceived usefulness on purchase intention (모바일 패션 쇼핑 특성과 지각된 상호작용성, 지각된 유용성이 구매의도에 미치는 영향)

  • Kim, Minjung;Shin, Suyun
    • The Research Journal of the Costume Culture
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    • v.23 no.2
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    • pp.228-241
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    • 2015
  • The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

A Study on the Intention of Continuous Usage of O2O Service: Focusing on the Moderating Effect of User Innovation (O2O 서비스의 지속이용의도에 관한 연구 : 이용자 혁신성의 조절효과를 중심으로)

  • Lee, Og;Lee, MoonBong
    • 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.

Factors that Influence Mobile Application Usage among undergraduates in USM

  • Normalini, M.K.
    • Asia-Pacific Journal of Business
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    • v.8 no.1
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    • pp.15-32
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    • 2017
  • This study was designed to examine the antecedents of mobile app usage among smart phone users. An extended TAM, which included the additional factors of perceived enjoyment, perceived informative usefulness and perceived social usefulness, was applied to predict people's intention to use mobile apps. Overall, the hypothesized research model did a fairly good job explaining significant associations between the independent variables and the dependent variable. The findings had showed that perceived social usefulness, perceived enjoyment and attitude were significantly affect intention to use mobile apps. Meanwhile, perceived ease of use (PEOU) and perceived informative usefulness were not significantly effects attitude towards intention to use mobile apps. Therefore, mobile apps developers should develop mobile apps that are easier for the users to seek information. For the information available should be more precise and bringing more benefits to the users.

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Relationships among Mobile Fashion Shopping Characteristics, Perceived Usefulness, Perceived Enjoyment, and Purchase Intention -Mediating Effect of Ease of Use- (모바일 패션 쇼핑 특성, 지각된 유용성과 즐거움, 구매의도의 관계 -사용용이성의 매개효과-)

  • Kim, Chunyeon;Hwang, Jin Sook;Cho, Jaejeong
    • Journal of the Korean Society of Clothing and Textiles
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    • v.39 no.2
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    • pp.161-174
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    • 2015
  • This study investigates relationships among mobile fashion shopping characteristics, perceived usefulness, perceived enjoyment, and purchase intention as well as examines the mediating effect of ease of use in mobile fashion shopping. A final sample of 379 (from the distributed questionnaires) was used for data analysis. The statistical analyses used for the study were PASW 18.0 to verify the reliability of items and AMOS 16.0 to conduct confirmatory factor analysis and structural equation modeling. The results were as follows. Both measurement models and structural models showed an acceptable model fit. Three constructs of mobile fashion shopping characteristics were significantly associated with perceived usefulness, perceived enjoyment, and ease of use. In addition, ease of use influenced perceived usefulness and perceived enjoyment. Perceived usefulness and perceived enjoyment had a positive impact on attitude and attitude influenced purchase intention positively. Finally, there was a mediating effect of ease of use on the relationship of mobile fashion shopping characteristics, perceived usefulness and perceived enjoyment. The findings provide useful implications for fashion marketers to build effective mobile fashion shopping strategies.

On the Effect of Perceived Security, Perceived Privacy, Perceived Enjoyment, Perceived Interactivity on Continual Usage Intention through Perceived Usefulness in Mobile Instant Messenger for business (업무용도로 이용되는 모바일 인스턴트 메신저에서 인지된 보안성, 인지된 프라이버시, 인지된 즐거움, 인지된 상호작용성이 지속이용의도에 미치는 영향에 관한 연구)

  • Lee, Jieun;Hwang, Changyu;Kwon, Dosoon
    • Journal of Korea Society of Digital Industry and Information Management
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    • v.11 no.3
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    • pp.159-177
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    • 2015
  • As smart phones become more common nowadays, mobile instant messengers such as kakao talk and line are used as essential communication tools exchanging information between individuals. Also, the mobile instant messengers extend their use to business area beyond communication between individuals. This study is on how factors of mobile instant messenger such as perceived security, perceived privacy, perceived enjoyment and perceived interactivity affect business continual usage intention through perceived usefulness. The proposed model is based on Expectation-Confirmation Theory of Oliver and Technology Acceptance Mode of Bhattacherjee. For an analysis, 159 survey responses were collected from the office workers in Seoul and nearby cities, having experiences of mobile instant messengers. To validate the proposed research model, PLS analysis is performed with the valid 154 questionnaires. The path analysis results are as follows. First, perceived security has a positive effect on expectation-confirmation. Second, perceived enjoyment has a positive effect on perceived usefulness. Third, perceived interactivity has a positive effect on both perceived usefulness and expectation-confirmation. Fourth, perceived usefulness has a positive usefulness on satisfaction and continual usage intention of mobile instant messenger. Last, expectation-confirmation has a positive effect on perceived usefulness, and satisfaction has a positive effect on continual usage intention of mobile instant messenger. Since the mobile instant messenger may bring a pressure of work and a violation of privacy, it is necessary that the company provide a guideline for use of the mobile instant messenger and establish the in-house mobile instant messenger system.

Factors Affecting User Acceptance of Mobile Commerce Services

  • Jun, Jungho;Lee, Kyoung Jun;Kim, Byung Gon
    • Asia pacific journal of information systems
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    • v.26 no.4
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    • pp.489-508
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    • 2016
  • Growth in the use of mobile commerce services (MCS) as an enabler to conduct business more effectively has been phenomenal. Technology acceptance model (TAM) has been applied in different contexts to examine a wide range of information technology. As more and more companies are finding ways to utilize MCS, an important issue is to understand what factors will affect the decisions of consumers in adopting the services. Based on TAM with two additional groups of external factors (i.e., service-related factors [ubiquitous access and contextual service] and technology-related factors [perceived security risk and network connectivity]) that are theoretically justified to affect both perceived usefulness and perceived ease of use, which are also considered, a research model for the investigated technology acceptance was developed and empirically examined. The major results of this study are as follows. First, ubiquitous access affects perceived usefulness and perceived ease of use. Contextual service affects perceived usefulness. Second, perceived security risk affects perceived usefulness and perceived ease of use. Finally, network connectivity affects perceived usefulness and perceived ease of use.

A Study on Gender Differences in the Perception and Use of Internet (인터넷 사용과 지각의 성별차이에 관한 연구)

  • Lee, Dong-Man;Lee, Young-Sook;Ahn, Hyun-Sook
    • 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.

Perceived Uncertainty and Perceived Usefulness of Intranet in the Restaurant Franchise Industry

  • Lee, Hwan-Eui;Cho, Sun-Gu;Hyun, Sung-Hyup
    • Journal of Distribution Science
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    • v.9 no.2
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    • pp.123-129
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    • 2011
  • The restaurant franchise industry is one that could benefit significantly from the use of intranet technology, from its potential for improving communications between franchisors and franchisees, to providing easier inventory and ordering processes. However, there is a level of trepidation among potential users about whether the technology would improve their work performance. This study sought to examine the relationships between perceived uncertainty and perceived usefulness of intranet technology in the restaurant franchise industry. Through a review of available literature, 10 sub-dimensions of perceived uncertainty (Duncan, 1972) and six sub-dimensions of perceived usefulness (Davis, 1989) were derived. Canonical correlation analysis was used to examine the relationships between these concepts using data collected from 163 franchising restaurant managers in South Korea. Findings from the data analysis demonstrates two negative factors and one positive factor in perceived uncertainty that influence perceived usefulness, thus offering some implications of what to consider when implementing an intranet system in a restaurant franchise.

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A Study on the Factors of Mobile Applications Adoption (모바일 어플리케이션 수용 요인에 관한 연구)

  • Han, Pil-Koo;Park, Jae-Seok;Jun, Byoung-Ho;Kang, Byung-Goo
    • Journal of Information Technology Services
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    • v.9 no.3
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    • pp.65-82
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    • 2010
  • Mobile applications market has emerged as new business model. The purpose of this study is to analyze the factors of mobile applications adoption. Based on prior studies of TAM and mobile technology/service, service quality, user experience, OS compatibility, self-efficacy, innovativeness, perceived usefulness, perceived ease of use, and cost were identified as affecting factors of mobile applications adoption. According to the results, service quality is significantly related to the perceived usefulness, and self-efficacy and innovativeness are significantly related to the perceived ease of use. User experience was also found to be related to both the perceived usefulness and the perceived ease of use. In case of OS compatibility, it was found to be significantly related to the perceived ease of use, but not to the perceived usefulness. Both the perceived usefulness and the perceived ease of use were found to be related to the adoption of mobile applications. However, cost was not found to be significant to the relationship between the perceived usefulness/the perceived ease of use and the adoption of mobile applications. This study contributes to provide the base of activation strategies and practical implications for mobile applications.

The Effect of the Perceived Interactivity, Trust, and Flow by on the Purchase Intention of the Fashion Merchandise between Different Internet Shopping Mall Types (인터넷 쇼핑몰 유형에 따른 지각된 상호작용성, 신뢰, Flow가 패션상품 구매의도에 미치는 영향)

  • Na, Youn-Kue;Suh, Hyun-Suk
    • Fashion & Textile Research Journal
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    • v.11 no.5
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    • pp.720-731
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    • 2009
  • The current study investigates the customer's perceived interactivity, perceived trust, and flow of the Internet shopping-mall. The TAM(Technology Acceptance Model) was applied to see the effect on the individual's attitude toward the shopping-mall via purchase intention. To fulfill the study objectives, a total of 806 questionnaires were distributed to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20's to 40's over one month period. The result showed the following. First, the perceived interactivity had an effect on perceived trust, usefulness, Flow in all shopping mall types. but there was no effect in the relationship between the two-way Interactivity and the perceived usefulness in the Specialty Internet Shopping-mall model. Second, perceived trust and Flow had an effect on perceived usefulness in all shopping mall types. Third, perceived trust, usefulness and Flow had an effect on the attitude toward shopping-mall in all shopping mall types. Forth, perceived trust, usefulness, Flow and attitude toward shopping-mall had an effect on purchase intention of fashion merchandise in all shopping mall types.