• Information Systems Review
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• v.20 no.1
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• pp.99-114
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• 2018

Technical measures for computer security are essential, but they are not a sufficient condition for security. Therefore, a personal approach to user's security behavior should be developed. Personality, which is a human aspect, is a behavioral characteristic that characterizes each individual and facilitates prediction of how an individual will behave in certain situations. Protection motivation theory has been used extensively in the security research on human behavior. The present study discusses how protection motivation was formed from personality traits. Thus, organizations can refer the result of this study for their HRD and HRM concerns.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.181-199
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• 2021

Recently, financial companies are promoting chatbot services in line with the reduction of branches and the expansion of non-face-to-face services. However, it is difficult to expand the chatbot services at once in the presence of technical limitations and constraints of internal and external environment. Therefore, it is necessary to analyze the various situations of chatbot service to preemptively identify problems that can occur in stages and seek solutions. This study conducted interviews with 12 field practitioners and researchers to examine the intentions and behaviors of financial chatbot service users and interpreted them using TPB. The study revealed the characteristics of 'feelings and attitudes' such as convenience or inconvenience from the chatbot experience, 'subjective norms' such as herd behavior or the yearning for empathy of others, and 'behavioral control' according to the recognition of difficulty or convenience of chatbot use process. This study shows that this characteristic can affect the intention and actual behavior of users to use chatbot service continuously. In the future research, it is necessary to empirically study specific intentions and influence factors for actual users.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.2
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• pp.63-76
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• 2012

The possibility of successful commercialization of technologically innovative products depends on the degree to which consumers select and utilize the product. Therefore, the research that endeavors to find the usage behavior and the acceptance intention of users of technologically innovative products is a very important quest. This study empirically analyzes the factors that influence commercialization of a technologically innovative product: cloud computing. Existing studies examined acceptance intentions by expanding the TAM model and excluded attitude and usage behavior. This study determined attitude, usage behavior and personal characteristics of consumers to be important influencing factors. The results of the empirical analysis are as follows: First, the self-efficacy of personal characteristics had a significant effect on ease of use and acceptance intention and perceived costs had a significant influence on the factors of perceived usefulness and perceived ease of use. Second, research on the systematic characteristics of cloud computing confirmed that security was an important factor affecting acceptance intention while innovativeness was critical to ease of use. Third, of the usage characteristics among users of technologically innovative products, perceived usefulness had an effect on the acceptance and usage behavior of cloud computing, and perceived ease of use had an important influence on perceived usefulness. Currently, when cloud computing services have not yet become widespread to the public, this study proposed meaningful results for policy direction and commercialization strategies by revealing variables that influence acceptance and usage behavior.

• Journal of Digital Convergence
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• v.16 no.2
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• pp.157-167
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• 2018

Internet only banking has been spreading rapidly since it was first introduced in Korea since 2017, but issues regarding its limitations continuously are rising. In this research, consumers' intention to switch have been empirically demonstrated toward the internet banking by applying the PPM theory. To achieve a purpose of the research, survey targeting total 132 person who have experiences of using KaKaobank have been implemented by using Smart PLS 3.0. In conclusion, it has been verified that the push and full effect have a positive effect on the consumers' intention to switch main bank and the degree of usage of KaKaobank have significantly influences on relation between mooring factor and consumers' intention to switch main bank. Through this study, the scope of the PPM theory applied in previous researches regarding consumer's service transition shall be extended to Fintech service and practically it provides implications for establishing a strategy to enter the Internet only bank market.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.581-592
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• 2019

This study investigates the factors that stimulate or suppress the use of food delivery applications. As potential antecedent factors, the present research examined the review diagnosticity, descriptive norms, and multidimensional risk perception. Based on this, users' data were collected from major metropolitan cities where the food delivery application business is most active. The results of structural equation modeling confirmed that users' approach to food delivery apps becomes more favorable when the review diagnosticity and descriptive norms were improved and when the perceived multidimensional risk expected to be associated with app use is mitigated. Additionally, we found that the positive influence of these attitudes on the actual intention to accept delivery applications became weaker at higher levels of perceived risk. These empirical results may contribute to the formation of strategic and systematic guidelines for promoting the expansion of the recently emerging O2O service platform across diverse sectors. Namely, the significance of this study lies in that it has raised awareness regarding the strategic considerations that such new O2O service providers should take into account for their market positions, in addition to discovering factors that could aid the prompt expansion of the applications' user base.

• The Journal of Society for e-Business Studies
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• v.14 no.4
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• pp.95-118
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• 2009

Virtual community, which is formed on the internet, is expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider operating strategy of virtual community as a new innovation or knowledge pool since members share knowledge. However, many virtual community have failed due to members' low willingness to engage and furthermore to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members' loyalty in virtual community. The objective of this study is to develop an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of virtual community, usefulness, ease of use, familiarity, members' trust, reputation, community trust, attitude, satisfaction and loyalty. Empirical data was collected from 286 internet users and tested using structural equation modeling to verify the fit of the hypothetical model. The results show that the usefulness, familiarity significantly influences attitude and members' trust is significantly influence the community trust. And I confirmed that ease of use and attitude play the role of determinants in making the satisfaction, community trust and reputation influence the satisfaction that have the direct effect to making the loyalty. The results of the study can be used to identify the loyalty in virtual community. By investigating the impacts of contextual factors and personal perceptions on virtual community, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote community trust, attitude, satisfaction to stimulate members' willingness to revisit the community and futhermore enhance their virtual community loyalty.

• The Journal of Society for e-Business Studies
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• v.19 no.4
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• pp.169-193
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• 2014

This paper attempts to analyze how the psychological factors would have an effect on the user's intention to make use of the mobile care via smart-phone, identifying the relationships among individual motivation propensity that consists of prevention propensity and promotion propensity, perceived usefulness and ease of use, perceived cost, behavioral use attitude and use intention based on technology acceptance model, and verifying them empirically through the structural equation modeling. The findings are as the followings. First, prevention motivation propensity affects positively on usefulness of smart-phone for mobile care service, but there are no significant indications that it affects on the ease of use and perceived cost. Second, promotion propensity affects positively on perceived ease of use and perceived cost of smart-phone for mobile care service, but there is no significant indication that it affects on perceived usefulness. Third, perceived usefulness and ease of use, and perceived cost affects positively on the use attitude. In sum, this paper confirms that the prevention propensity and promotion propensity might be used as antecedent variables for developing new smart-phone services of mobile care.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.153-164
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• 2017

This research concurrently conducts literature review and quantitative research methodology in order to compare aesthetic experience of and . From the perspective of viewing attitudes, two types of perception equally coexist in both exhibitions: convergent perception is predominant over distracted perception in IL while distracted perception is higher than convergent perception in MIE. However, the influence of convergent perception on the degree of satisfaction and immersion is proved only in MIE. In terms of roles of viewer, there is a tendency to weigh on passive role in both exhibitions. In particular, it is worth noting that the role is relatively high in MIE. The role of viewer do not correlate with on the degree of satisfaction and immersion, as well as modes of perception. The elements of aesthetic experience are highly rated and the use of previous knowledge acts as a positive influence on the role of viewers in IL. Through this study, we witness the fact that visitors who are familiar with traditional artworks depend upon both modes of perception as well as passive role of viewer in the digital exhibition. In conclusion, remediation through digital technology has blurred the boundary of the dichotomy of a viewing attitude and a role of viewer depending on exhibit media, consequently MIE bears both natures of traditional artworks and digital media.

• Information Systems Review
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• v.19 no.1
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• pp.101-121
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• 2017

This study explored the emotional and social implications of social media "like" behavior and examined the difference in this behavior across gender. Most studies on social media have analyzed the "like" behavior quantitatively and determined the number of "likes" produced and exchanged. The current study presented a different view by applying a social perspective and analyzing the user intrinsic motives embedded in the "like" behavior. Specifically, we identified empathy and social support as the "like" motivations and used relationship building and information sharing as the mediators. Furthermore, we hypothesized that empathy and social support exhibit different effects on the use of social media across gender: the female group shows strong empathy, and the male group shows strong social support. Validation was performed through a survey of 285 social media users. The results confirmed that empathy and social support have significant effects on the use of social media. However, gender difference in the use of social media was not evident and was only partially evident in the effects of empathy and social support.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.407-417
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• 2018

The purpose of this study was to investigate the motives for using emoticons on mobile messengers and determine whether an individual's character (extrovert/introvert) played a moderating role in the relationship between the motives and purchase intention. To achieve that, this study had 198 users in their 10s to 60s fill in a questionnaire and analysed the answers. The analysis first showed that the motives of using emoticons on mobile messengers were enjoyment, utility, simplicity, and general utility. It was also found that only enjoyment among all the motives had a significant effect on purchase intention. Finally, the analysis showed that the extrovert character of the individual using emoticons on mobile messengers played a moderating role in the effect on purchasing intention.