• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.22 no.1
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• pp.291-310
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• 2023

This study explores the factors which affect user acceptance for Robo Taxi, an electricity-based Autonomous Vehicles based on a Value based Adoption Model. The three main factors of benefit (usefulness and enjoyment), sacrifice (technicality and perceived fee level), and user experience about mobility services such as car sharing, taxi, and autonomous vehicles, were finally selected as independent variables as a influential factors on perceived values and adoption intention of Robo taxi. The study found that usefulness, enjoyment, and perceived fee had a significant effects on adoption intention, and some user experiences had a significant effect on benefit factors. This study has important implications for incorporating the Value-based Adoption Model results into the service design for the activation of Robo taxi, and furthermore, they can provide a theoretical basis for effective use of the research findings.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.127-130
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• 2009

본 연구에서는 스마트 의류에 대하여 소비자들이 느끼는 지각된 가치가 소비자 수용도에 미치는 영향을 조사하고자 하였다. 이를 위해 MP3 기능 재킷과 심박 모니터링 스포츠웨어를 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. Davis(1989)가 제안한 TAM을 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 검증하였으며, 8 개의 경로가설 중 6 개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는, 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

• 지역과문화
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• v.8 no.2
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• pp.49-68
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• 2021

The pandemic of COVID-19 also affected performing arts business and stimulated 'Untact' performances, which means online streaming of the shows including real-time streaming. This study sought to examine factors to the consumers' acceptance. The research framework was based on the VAM, a revised model of TAM for the ICT products and services. For the research, consumer survey was conducted, where ndependent variables are perceived usefulness, pleasure, technicalty and innovation resistance, and dependent variables are percieved value and acceptance. Smart PLS was used to test the hypothesis. The result shows that the significant factors were percieved usefulness(+), pleasure(+) and innovation resistance(-). The percieved technicalty was not significant, the major reason would be that the digital devices and the internet technology are percieved a commodity these days in Korea. Percieved value was significant factor to acceptance. This study is meaningful because it is about the new phenomenon of 'untact' performance through the VAM methodology and it examined the significant factors to the attitude from the perspective of benefits and costs. There is limit that this study didn't consider old peoples' attitude. It is the reason that the continuous researches are necessary.

• Journal of Technology Innovation
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• v.29 no.4
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• pp.125-160
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• 2021

Unlike existing social platforms that seek openness, an audio-based social platform is characterized by its limitations. This study uses the Value-Based Acceptance Model(VAM) to analyze the role that such limitations play in the user's acceptance of audio-based social media. In this study, restrictive properties are defined as access-limitation, communication-limitation, and content-limitation. This study aims to analyze the effect of each variable on the perceived value and usage of audio-based social media. The hypothesis test was conducted based on the survey responses total of 207 users and potential users. The results was analyzed that three limiting variables affect perceived benefit factors, usefulness and playfulness, and the user's acceptance intention. This study is significant in that it presents a model based on the VAM and provides guidance for new forms of social media growth.

• Science of Emotion and Sensibility
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• v.12 no.3
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• pp.289-298
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• 2009

An analysis was carried out for this study to figure out if there exists any differences in the model consumers accept for commercialized MP3-playing clothing and bio-signal sensing clothing. To analyze the differences of the structural variables of the products types, t-test was conducted with SPSS 15.0 package and multi-group analysis with AMOS 5.0 to find out the differences of each path goes with product types in structural equation model. In analytical results of effective sample of 557 copies of questionnaire, consumers' were highly aware of MP3-playing clothing in perceived ease of use, while they were aware relatively high of bio-signal sensing clothing in perceived usefulness, attitudes, consumer acceptance. The perceived value which was input to find out consumers awareness about sale price of commercialized products, was proven to do very important moderating role in forming consumers' attitudes and acceptance intention. Besides, consumers showed a difference in path in accepting model goes with product types. In bio-signal sensing clothing case, 'the perceived usefulness$\rightarrow$attitudes' path which was backed up in MP3-playing clothing was rejected, and 'perceived value$\rightarrow$attitudes' path appeared relatively high with moderating role of perceived value higher than MP3-playing clothing. Considering the results above, as the smart clothing is in the initiative commercialization stage while consumers were in the inquiry stage into awareness or information necessary in the course of purchase decision-making, and so an effective commercialization strategy seems to be necessary.

• 한국벤처창업학회:학술대회논문집
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• 2021.11a
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• pp.189-195
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• 2021

최근 고령화로 인한 수명연장은 노후생활비용 부담의 가중을 통해 고령자들의 노후파산 가능성을 높이는 핵심 위협요인이 되고 있기 때문에 이를 위한 사적자산의 안정적, 장기적인 관리와 증식이 필수적이다. 자산관리 자문/일임 서비스를 이용하는 것은 이를 해결할 수 있는 좋은 대안이지만 과거에는 서비스 이용가능 대상이 대형 금융기관을 거래하는 거액자산가들로 국한되어 있었다. 그런데 최근 기술혁신과 더불어 플랫폼을 기반으로 하는 웰스테크(디지털 자산관리) 서비스가 빠른 속도로 대중화되고 있어, 이를 활용하면 보다 많은 고령자들이 자산관리에 대한 부담을 경감할 수 있을 것으로 예상된다. 본 연구에서는 이런 이유로 최근 주목받는 웰스테크(디지털 자산관리) 자문/일임 서비스에 대한 고령자들의 사용의도에 영향을 미치는 특성 및 요인들을 파악하고자 한다. 이를 위해 기술수용이론 중 소비자가 얻는 혜택과 희생을 모두 고려하는 '가치기반수용모델(Value Based Model)'을 기본 모형으로 하되 웰스테크(디지털 자산관리) 자문/일임서비스의 특성을 고려하여 '가격효용성'을 혜택 요인에 추가하였다. 또한 고령자의 특성을 고려하여 희생 요인에 '인지된 위험'을, 별도의 요인으로 '사회적 영향'을 각각 추가하였다. 예상되는 연구결과로는 지각된 혜택에 해당하는 유용성, 즐거움, 가격효용성은 모두 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상되는 반면, 지각된 희생에 해당하는 기술성과 인지된 위험은 모두 인지된 가치에 유의한 (-)의 영향을 미칠 것으로 예상된다. 또한 추가변수인 사회적 영향은 인지된 가치에 유의한 (+)의 영향을 미칠 것으로 예상된다.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.301-313
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• 2022

This study aims to investigate the causal relationship between variables of UTAUT2 model and the acceptance intention by Netflix and Wavve intention to adopt and acceptance intent by plan package. The results indicate that (1)First, the intention of Netflix adoption was influenced by performance expectancy, effort expectancy, hedonic motivation, price value, and habit; (2) the intention of wave adoption was influenced by performance expectancy, social influence, price value, and habit. (3)in the acceptance intention of Netflix's acceptance intent by plan package, price value and habit, performance expectancy and habit influenced on the acceptance intent of premium plan, and did not affect the standard plan; (4) in the acceptance intention of the basic plan by the Wavve plan, the price value had a negative effect on the acceptance intention of the basic plan, and the habit had a positive effect.The social impact on the acceptance intention of the standard rate plan, the price value and habit of the acceptance intention of the premium rate plan were affected.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.77-88
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• 2021

Cloud computing is getting a lot of attention by many people and businesses due to IT environmental changes such as the proliferation of smart devices, the increase of digital data, and the cost of IT resources. More individuals use personal cloud computing services for storing and managing information and data. Therefore, this study proposed determinants that are expected to have an influence on evaluating the value of cloud computing based on the value-based adoption model, examining the relationship between the continuous use intention of cloud computing. Results of the study show that usefulness, convenience of information access, extensibility had a positive impact on perceived value while privacy concerns and costs had a negative impact on perceived value. In addition, perceived value was found to have a significant effect on the intention to continue use of cloud computing. Finally, trust was found to have a significant effect on the perceived value and the intention to continue use of cloud computing. The findings are expected to provide useful information for understanding the factors that individual users consider important in the steadily growing cloud computing market.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.587-594
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• 2023

The purpose of this study is to examine the factors influencing the intention to use the Metaverse from various angles based on the Extended Technology Acceptance Model and Value-based Adoption Model. Specifically, we examined whether there is a difference in perception of the Metaverse and in factors affecting the intention to use the Metaverse between the Metaverse experienced and non-experienced. For this purpose, the variables were classified into the technical characteristics of the Metaverse (interactivity, content quality), perceived benefits (perceived usefulness, perceived enjoyment), and perceived sacrifices (perceived risk, perceived complexity) and a survey was conducted with university students. The findings of this study indicate that the perceived interactivity, usefulness, and enjoyment of the Metaverse had a major impact on the intention to use the Metaverse for those without Metaverse experience, whereas enjoyment of the Metaverse had the greatest impact on the intention to use the Metaverse for those with Metaverse experience. Based on the study results, we provided marketing strategy implications for continuous growth and development of the Metaverse industry.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.1-19
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• 2013

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.