• Knowledge Management Research
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• v.23 no.1
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• pp.111-131
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• 2022

Mobility service is a service that connects consumers and suppliers of transportation using information and communication technology (ICT), and aims to reduce inconvenience to users in the current transportation system and increase environmental sustainability. Recently, the use of mobility services is gradually increasing, and interest in it from academia and industry is growing. This study derives key influencing factors related to the increase in intention to use vehicle mobility services, and comparatively analyzes the influences between groups by service type (car-hailing vs. car-sharing services) and by generation (generation MZ vs. generation X). As a result of the comparative study, there were differences in user benefits between service type groups, and differences in user benefits and attitudes toward mobility platforms between generation groups. Through this comparative study, the main factors affecting the increase in the intention to use the vehicle mobility service by generation and service type and their differences were identified. This study provides implications to consider in terms of knowledge management for activating vehicle mobility services according to the major target users and service types.

• Informatization Policy
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• v.29 no.1
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• pp.60-83
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• 2022

The purpose of this study is to empirically analyze the effect of individual perception of artificial intelligence and the level of digital literacy on the acceptance of artificial intelligence-based public services. For empirical analysis, a research model was set up based on the technology acceptance model and planned behavior theory using survey data of 2017 and analyzed through structural equations. To summarize the results of the analysis, firstly, the positive perception of individuals about artificial intelligence technology plays a role in reinforcing attitudes toward benefits and reducing concerns about public service in which artificial intelligence technology has been introduced. Secondly, the level of digital literacy reinforces both benefits and concerns about artificial intelligence technology, but it was found that the intention to use public services was reinforced through the benefits of artificial intelligence technology perceived by individuals, rather than privacy concerns about artificial intelligence technology. Thirdly, it was confirmed that the perceived benefits of individuals on artificial intelligence technology reinforced the intention to use public civil services, and privacy concerns negatively influenced the intention to use. It was confirmed that the influence of a perceived ease of use and usefulness, as opposed to privacy concerns, further reinforces the intention to use. Both citizens' positive perceptions regarding the accuracy and reliability of information provided through artificial intelligence technology and institutional complementation of responsibility for errors caused by artificial intelligence technology are strengthened, and technical problems related to privacy protection are solved.

• 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.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.2 s.2
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• pp.23-33
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• 2004

As we continue to enjoy economic growth, there is an abundance of disposable income for consumer to spend. Consumers are spending more and more of these income in beauty service. However, relatively little is known about which factors influence consumer' behavior intentions in this area. The purpose of this study is to investigate the relationships between the servicescape and relational benefits on customer value in beauty salon area. The Results are summarized as follows First, as the results of data analysis, among the composition factor of servicescape, spatiality, comfortableness, cleanness and convenience are shown to give positive effect on customer value. Second, among the composition factor of relational benefits, economic honest, functional benefit, private benefit, social benefit and psychological benefit are found to have a positive relationship with customer value.

• Proceedings of the Korea Information Processing Society Conference
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• 2015.10a
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• pp.1061-1064
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• 2015

모바일 IT기술이 발전함에 따라 비접촉 근거리 무선 통신 기술 중 NFC가 대부분의 스마트기기에 탑재되어 빠르게 확산되고 있다. 특히 스마트폰의 NFC 기능을 이용한 서비스들 중 모바일 결제 서비스가 활성화를 위해 다양한 인프라가 구축되어 있으며 최근에는 금융과 기술이 결합한 '핀테크(Fintech)'가 주목받으면서 NFC를 사용한 모바일 결제에 대한 관심이 높아지고 있다. 기존의 NFC 모바일 결제 시스템은 쿠폰 사용, 포인트 결제 등 다양한 할인혜택을 제공한다. 하지만, 결제 시 할인혜택을 받는 과정에서 쿠폰 사용으로 인해 시간이 다소 소요되며 여러 번 통신으로 결제가 진행되어 사용자들로 하여금 불편하다는 문제가 발생한다. 따라서 본 논문에서는 NFC 환경에서의 mCoupon(mobile-coupon)을 이용한 안전하고 효율적인 통합결제 시스템을 설계하여 사용자들로 하여금 누구나 쉽게 사용할 수 있도록 구현한다.

• Journal of Convergence for Information Technology
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• v.7 no.4
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• pp.195-203
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• 2017

Sharing economy which is sharing and borrowing goods, space, and services as a social and economic activity based on the Internet and smart phones is a new research topic in convergence area. The most representative areas of shared economy are space sharing and vehicle sharing. This paper aims to explore the factors affecting sharing intention of vehicle. We have identified the independent variables which include economic benefit, social benefit, social influence, psychological benefit and perceived risk. We also have done how these variables affect on sharing intention. Unlike Korea, in China vehicle sharing is legally allowed and has a large scale economy. To prove the hypothesis, we performed questionnaire investigation in China and analyzed with SPSS program. The result of hypothesis is the followings: The economic benefit, psychological benefit, social influence and perceived risk are affects sharing intention, and social benefit is not affect sharing intention and sharing intention is affect sharing behavior.

• Proceedings of the Korea Multimedia Society Conference
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• 2003.11b
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• pp.749-752
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• 2003

통신서비스를 이용하는 고객들은 시간, 공간, 기기의 제약을 받지않고 편리하게 서비스를 받고 싶어한다. 유무선 통합서비스는 고객과 사업자에게 다양한 혜택을 제공할 수 있다 각 서비스에 해당하는 적절한 마케팅과 고객관리를 할 수 있는 시스템이 요구된다. 본 논문에서는 개별화마케팅을 위한 사용자 관심에 기반한 적절한 광고를 제공하기 위한 개인정보 취득방법, 이들 개인정보 분석을 위해 연관관계와 군집모델 탐사를 기반으로 한 데이터마이닝 기술의 활용법, 분석된 정보를 토대로 사용자의 새로운 관심분야를 발견하고 그에 적합한 마케팅을 실시하기 위한 시스템을 제안한다.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.1-23
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• 2023

Tablet PCs are gaining increasing popularity in today's context, offering convenience in store operations. However, some customers may have complaints. From the perspective of shadow labor, customers may perceive using tablet PCs as additional tasks, implying that tasks have been transferred from service staff to customers themselves. Therefore, this study aims to investigate the causes of customers' perception of shadow labor when using tablet PCs (perceived difficulty of use and perceived compulsion to use) and how these perceptions can influence their intention to reuse tablet PC ordering services. Additionally, the study examines whether customers' perception of shadow labor is influenced by digital literacy and information overload and investigates the positive impact of benefits arising from using tablet PCs on their perception of shadow labor. This research conducted an online survey through the Chinese survey specialist website "Wenjuanxing," targeting customers who use tablet PCs to place orders in restaurants. After collecting a total of 376 valid data points, demographic characteristics, frequency analysis, reliability analysis, validity analysis, correlation analysis, and regression analysis were conducted using SPSS 24.0. The empirical results from the 376 respondents reveal that digital literacy and information overload affect the perception of shadow labor and also influence the intention to reuse tablet PC ordering services. Furthermore, benefits showed significant moderating effects on these relationships.

• Journal of Global Scholars of Marketing Science
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• v.5
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• pp.103-124
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• 2000

서비스에 대한 연구가 주로 서비스 품질과 서비스 만족간의 관계, 서비스 품질의 결정변수와 결과변수 등을 중심으로 진행되어 왔다. 그러나 서비스 만족과 서비스 애호도에 대한 선행변수에는 서비스 품질 뿐만 아니라 서비스를 얻기 위해 지불한 비용이 고려되어야 한다. 본 연구는 서비스 품질이 서비스 가치에 선행하는 요인인지 서비스 품질과 서비스 가치가 서비스 만족을 매개로 하여 서비스 애호도에 영향을 미치는 지와, 서비스 품질과 서비스 가치가 직접적으로 서비스 애호도에 영향을 미치는 지를 알아보는 것이다. 대구지역의 외식업체를 대상으로 설문조사를 실시하였으며, 연구결과 서비스 품질이 서비스 가치의 선행변수이며, 서비스 가치는 서비스 만족올 매개로 하여 서비스 애호도에 영향을 미치며 또한 직접적으로도 서비스 애호도에 영향을 미치는 것이 발견되었다. 이는 고객의 재구매의도를 예측함에 있어서 서비스로 얻는 혜택에 지불하는 비용을 고려하는 서비스 가치가 중요한 변수임을 시사하는 것이다.

• Journal of Korean Home Economics Education Association
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• v.19 no.4
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• pp.119-135
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• 2007

This study attempted to explore what are the benefits that online game consumers seek in their on-line game consumption. Nowadays many on-line game consumers are extremely absorbed in the on-line game. The purpose of this study was to find the benefits that make people enjoy on-line games enthusiastically based on the Q methodology. Q methodology is a way to understand a person's structure of subjectivity. This study applied Q methodology to clarifying consumers' subjective evaluation of the on-line game benefit s. 28 Q questions were prepared through literature review, and were offered to 30 consumers. The subjects were divided into the four types seeking different benefits with on-line games: communication, enjoyment, achievement, and escapism. The results suggested that the benefits of on-line game are beyond the general characteristics of the game including human network or achievement in the on-line game community.