Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
권호 표지

A Study on TAM(Technology Acceptance Model) for Individualized Virtual Community

개인형 커뮤니티에 대한 기술수용 모델 적용에 관한 연구

  • Moon, Hyoung-Do (College of Business, University of Incheon) ;
  • Kim, Jun-Woo (College of Business, University of Incheon) ;
  • Kim, Yon-Soo (Dept. of Industrial Engineering and Management, University of Incheon)
  • Published : 2008.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to identify the factors determining users' acceptance of individualized virtual community. While there has been considerable research on the Technology Acceptance Model (TAM) that has predicted whether individuals will accept and voluntarily use information systems, limitations of the TAM include the omission of an important characteristics of individual construct in the context of individualized community. Based on literature relating to the theory of reasoned action (TRA), the theory of planned behavior (TPB) and the TAM, this study extends the applicability of the TAM in a individualized community context, by adding characteristics of individual-based construct ("subjective norm", "self-efficacy", "self-presentation" and "sharing information to exchange various information") to the model. Analysis was conducted on using the structural equation modeling approach. The result supports the extended TAM in predicting users' intentions to using personalized community. Several implications for IT/IS acceptance research and individualized community service management practices are discussed.

Keywords

References

  1. 김 구; '계층적 분석과정을 통한 정보공유 의도의 중요도 산정에 관한 연구：광주광역시청 공무원을 중심으로', 한국사회와 행정연구, 15(3)：207-228, 2004
  2. 박수이; '가상 사회의 자기 제시와 인상 형성 차원에 관한 연구', 정보화정책, 13(2)：165-188, 2006
  3. 양석준, 박유진; '개인 커뮤니티 이용 동기와 서비스기업에 대한 원천 몰입에 관한 연구', 소비자학연구, 16(4)：129-150, 2005
  4. 박성희, 최준호; '인터넷 이용동기와 이용행태간 상관관계에 대한 탐색적 비교연구：한국과 미국의 네티즌을 중심으로', 한국언론학보, 48(4)：243-270, 2004
  5. 양석준; '소비자 공동체를 통한 관계 구축에 관한 연구：유기농산물 소비자 공동체를 중심으로', 서울대학교 대학원 경영학과, 석사학위논문, 1999
  6. 정덕훈, 심형섭; '공공기관에서의 정보활용을 위한 정보공유체계 구축 방안 연구', 명지대학교 지식연구, 3(1)：223-235, 2005
  7. 조원준; '개인 미디어 이용자 특성에 관한 연구：미니홈피 이용자 중심으로', 고려대 언론대학원, 석사학위논문, 2004
  8. 홍성국; '블로그의 속성과 이용동기에 관한 연구', 고려대 대학원, 석사학위논문, 2004
  9. Agarwal, R. and Prasad, J.; 'An Individual Differences Germane to the Acceptance of New Information Technologies,' Decision Sciences, 30：361-391, 1999 https://doi.org/10.1111/j.1540-5915.1999.tb01614.x
  10. Ajzen, I. and Fishbein, M.; Understanding Attitudes and Predicting Social Behavior, Prentice Hall, Englewood Cliffs, 1980
  11. Bandura, A.; 'Self-efficacy mechanism in human agency,' American Psychologist, 37：122-147, 1982 https://doi.org/10.1037/0003-066X.37.2.122
  12. Bandura, A.; Social Foundations of Thought and Action: A Social Cognitive Theory, Prentice Hall, Englewood Cliffs, 1986
  13. Compeau, D. R. and Higgins, C. A.; 'Application of Social Cognitive Theory to Training for Computer Skills,' Information Systems Research, 6(2)：118-143, 1995 https://doi.org/10.1287/isre.6.2.118
  14. Davis, F. D.; 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' MIS Quarterly, 13(3)：319-339, 1989 https://doi.org/10.2307/249008
  15. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R.; 'User Acceptance Of Computer Technology: A Comparison Of Two Theoretical Models,' Management Science, 35(8)：982-1003, 1989 https://doi.org/10.1287/mnsc.35.8.982
  16. Elison, N., Heino, R. and Gibbs, J.; 'Managing Impressions Online：Self-presentation Process in the Online dating Environment,' Journal of Computer Mediated Communication, 11(2), article 2, 2006
  17. Fishbein, M. and Ajzen, I.; Belief, attitude, intention and behavior : An introduction to theory and research, Addison-Wesley, Reading, Mass, 1975
  18. Gefen, D., E. Karahanna and Straub, D.; 'Trust and TAM in Online Shopping：An Integrated Model,' MIS Quarterly, 27(1)：51-91, 2003 https://doi.org/10.2307/30036519
  19. Gefen, D. and Straub, D.; 'The Relative Importance of Perceived Ease of Use in IS Adoption,' Journal of the Association for Information System, 1(8)：1-30, 2000 https://doi.org/10.1016/S1467-0895(99)00002-0
  20. Hamilton, Scott. and Norman L. Chervany; 'Evaluating Information System Effectiveness. Part I. Comparing Evaluation Approaches,' MIS Quarterly, 5(3)：55-69, 1981 https://doi.org/10.2307/249291
  21. Hartwick, J. and Barki, H.; 'Explaining the Role of User Participation in Information System Use,' Management Science, 40：1827-1844, 1994
  22. Leary, M. R. and Kowalski, R. M.; 'Impression Management： A Literature Review and Two-factor Model,' Psychological Bulletin, 107：34-47, 1990 https://doi.org/10.1037/0033-2909.107.1.34
  23. Moon, J. W. and Kim, Y. G.; 'Expanding the TAM for a World Wide Web context,' Information & Management, Amsterdam：Feb, 38(4)：217-230, 2001 https://doi.org/10.1016/S0378-7206(00)00061-6
  24. Moore, G. C. and Benbasat, Izak; 'Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation,' Information Systems Research, 2(3)：192-222, 1991 https://doi.org/10.1287/isre.2.3.192
  25. Nolan, R. L.; 'Computer data bases：the future is now,' Harvard Business Review, 51：98-114, 1973
  26. Poplin, Dennis E.; The Concept of Communities, A Survey of Theories and Methods of Research, Macmillan Publishing Co, New York, 1979
  27. Salomon, G.; 'Television is 'easy' and print is 'tough'： The differential investment of mental effort in learning as a function of perceptions and attributions,' Journal of Educational Psychology, 76：647-658, 1984 https://doi.org/10.1037/0022-0663.76.4.647
  28. Venkatesh, V. and C. Speier; 'Computer Technology Training In the Workplace：A Longitudinal Investigation of the Effect of the Mood,' Organizational Behavior and Human Decision Processes, 79(1)：1-28, 1999 https://doi.org/10.1006/obhd.1999.2837
  29. Venkatesh, V. and Davis, F. D.; 'A Theoretical Extension of the Technology Acceptance Model：Four Longitudinal Field Studies,' Management Science, 45(2)： 186-204, 2000
  30. Venkatesh, V. and Morris, M. G.; 'Why don't men ever stop to ask for direction? Gender, social influence, and their role in technology acceptance and usage behavior,' MIS Quarterly, 24(1)：115-139, 2000 https://doi.org/10.2307/3250981