• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.2
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• pp.153-169
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• 2020

A new way of shopping based on virtual assistant, so called voice shopping, is drawing attention. The voice shopping market is growing around the world, and Korea is on the verge of full-scale commercialization of this new shopping. For the development of voice shopping-related industries, it is necessary to research on specific issues related to this new shopping methods, such as the quality of services, efficient processes tailored to new ways, and ways to build customer relationships. As part of such an attempt, the study seeks to determine the factors that affect consumers' perception and attitudes toward voice shopping. The study conducted the analysis based on survey response data of 171 online shopping users. In addition to the typical factors of the technology acceptability model(TAM) such as perceived usefulness and ease of use, the impact of perceived playfulness was included for analyzing the intention on the acceptance of voice shopping. In particular, this study focuses on the impact of user attributes. For the spread of voice shopping, it is necessary to set up a valid target customer and understand users for establishing an effective customer relationship. Therefore, this study tries to analyze how the perceptions on the voice shopping(perceived usefulness, ease of use, and perceived playfulness) are affected by users' attributes, such as user innovativeness and user knowledge level. The result of analysis shows that user innovativeness have a positive relationship with all of perceived usefulness, ease of use, and perceived playfulness. The user knowledge base, however, was not significant to all these three variables. The user knowledge base is shown to have a positive effect on user innovativeness which is the source of positively significant factor for the variable of the perceptions on the voice shopping. Meanwhile, among the variables of extended technology acceptance model, perceived usefulness and perceived playfulness have positive effects on the acceptance of voice shopping, while ease of use has no significant impact on the voice shopping acceptance. Ease of use has a positive relationship with perceived usefulness and playfulness. This study is meaningful in providing implications on the development of voice shopping platforms and related services, and establishment of customer relationship.

• Journal of Convergence for Information Technology
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• v.8 no.5
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• pp.243-249
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• 2018

This study is to verify the accommodation attitudes and intention of use of the end-users to use the drone distribution delivery service that is to be introduced in Korea. For a research purpose, the research model and hypothesis in this study have been set based on by using the SPSS 22.0. Upon these, the extended technology acceptance model has been used to verify the correlation service of new technology, and the result has shown that the user of drone distribution delivery service has a causal relationship with individual innovation and that the accommodation behavior and intention of use have a causal relationship with economic efficiency and convenience. However, there was no causal relation from a perceived risk. Hence, based on the results of study about accommodation behaviors and intention of use of the end users of drone distribution delivery service, the marketing implications have been provided for commercialization of drone delivery service.

• International Commerce and Information Review
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• v.16 no.3
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• pp.25-50
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• 2014

This study is to identify the factors and explore the moderating effects of gender in influencing customer behavioral intention to adopt mobile commerce in Shanghai and Guangzhou in China. An extended study based on TRA, TPB and TAM, UTAUT, technology adoption model is applied for designing on this study model of behavioral intention to adopt mobile commerce focused on emotional variables and cross-gender differences. The results of analysis reveal that the effects of perceived risk, personal innovativeness, individual familarity and social influence on behavioral intentions to adopt mobile commerce as well as to differ across gender. Differences cross gender is specially the perceived risk and social influence. Findings imply that mobile commerce operators need to be communicated to female consumers, the risk-free quality including security, payment and certification system along with the social influence of using mobile commerce. When targeting female consumers in China, the word of mouth marketing strategic approach and improvement of communications of mobile commerce should be focused.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1100-1110
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• 2010

This study investigates the attitude and intention of consumers to use customized golf gloves depending on the Technology Acceptance Model (TAM). TAM consists of perceived ease of use and perceived usefulness. To conduct the quantitative research, we collected data from 182 consumers. SPSS 14.0 was used for statistical analysis. Descriptive statistics, factor analysis, reliability analysis, t-test and path analysis were implemented. The results of this study are as follows. First, the subjects were divided into two groups with one group higher in purchase intention. The difference between the two groups was significant. The higher purchase intention group was higher in the perceived ease of use, perceived usefulness, and positive attitude toward customized golf gloves than the lower purchase intention group. In the lower group, the perceived ease of use and perceived usefulness influenced the intention to use through the attitudes of consumers. On the other hand, in the higher group, the perceived ease of use and perceived usefulness influenced the intention to use directly as well as through the attitude of consumers. Therefore, a different marketing strategy must be designed according to purchase intention in marketing innovative products.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.490-499
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• 2019

Face recognition payment service is an innovative payment method based on face recognition technology and is emerging in China now. Various industries regarding unmanned sales are likely to utilize this face recognition payment service in the future. This study investigated the factors influencing the usage intention of Chinese consumers who have experience using face recognition service. We used questionnaire survey and analysis with SPSS and AMOS. According to the results of the study, conclusions are as followed. First, consumers' attitudes toward the characteristic of face recognition payment service, which are non-contact and non-coercion, positively affected perceived usefulness. Second, the rapidness of the facial recognition payment among the recognition, the security and the rapidness of this service affected the ease of use. Third, social influences such as subjective norms also influence the intention to use. Fourth, the increase of the level of self-expression awareness and the intention of using face recognition payment service are confirmed. Through these results, the implications for design and communication of related innovative services were discussed.

• Journal of the Korea Convergence Society
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• v.10 no.10
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• pp.241-248
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• 2019

This study intended to examine how customers of self-service technology of airlines perceive and adopt the technology, and how such perceptions affect their willingness to use it. The findings of analysis are as follows. First of all, self-efficacy, a personal characteristics variable, has significant effects on both perceived usefulness and ease of use (H1). Second, though personal innovation which accepts new information technology more positively and challenge to use it before others has significant effect on perceived usefulness (H 2-1), it does not have significant effect on ease of use (H 2-2). Third, perceived ease of use has effect on perceived usefulness. Forth, both perceived usefulness and ease of use have positive effects on willingness to use.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.85-93
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• 2021

The government is pursuing plans to create new e-government services. In terms of improving business procedures, dBrain (finance), e-people (personnel), and Onnara (electronic payment and business management) have achieved considerable results, and are currently making efforts to improve existing administrative services using newly emerged ICT. Among them, this paper attempted to study whether self-learning-based intelligent administrative services are efficient in the work process of public officials promoting actual work and affect their continued use. Based on individual perceptions and attitudes toward advanced ICTs such as AI, big data, and blockchain, public officials' influences on administrative services were identified and verified using UTAUT variables. They believe that the establishment and introduction of innovative administrative services can be used more efficiently, and they have high expectations for the use and provision of services as ICT develops. In the future, a model will be also applied to citizens

• Journal of The Korean Association For Science Education
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• v.34 no.3
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• pp.235-246
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• 2014

This study aims to explore how in-service science teachers adopt newly developed 'Science' focusing on the fusion of science based on 'the diffusion of innovation' model. For this study, we have explored five variables (i.e., perception of need, perception of support, innovativeness, perceived usefulness, self-efficacy of teaching, and intention to adopt) based on literature review and developed survey items to measure the level of five variables that in-service science teachers perceive. In addition, the path model of six variables explaining how in-service science teachers adopt an innovation was hypothesized by the literature review. A total of 349 in-service science teachers have participated in this survey study. First of all, results have illustrated that the levels of six variables have not significantly associated with in-service science teachers' teaching experiences, participation in professional development programs on 'Science' curriculum, and majors. In addition, the statistically acceptable model fit indices have illustrated that path model has been statistically valid to explain how in-service science teachers adopt newly developed 'Science' focusing on the fusion of science. The results have also illustrated that 'perception of support', 'perceived usefulness', and 'self-efficacy of teaching' exhibited strong mediating effects between other variables. For the successful establishment of newly developed curricula, textbook, or policies in science education in school, the level of teachers' intention to adopt innovations should be enhanced. This study will be useful for the development of new science teacher professional development programs to promote the level of teachers' intention to adopt innovations.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.241-252
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• 2016

The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.

• Information Systems Review
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• v.7 no.2
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• pp.61-84
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• 2005

Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, how-ever, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study focuses to investigate imitation influence in individual adoption of mobile communication technology. The purpose of this study is to empirically examine the causal relationships between initial acceptance and the intention to use in terms of a holistic approach. The results of this study show that there is an imitation influence including word-of-mouth and subjective norms, from the prior adopters to potential adopters, and mass advertising through TV or news-paper commercials in the ICT diffusion process. In addition, this imitation influence also stimulates innovation influence such as perceived usefulness. Finally, this study provides a set of guidelines to mobile communication equipment manufacturers and ICT vendors in developing effective strategies for technology diffusion.