• Journal of Venture Innovation
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• v.6 no.1
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• pp.1-16
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• 2023

Due to the progress of the 4th industrial revolution and the COVID-19 pandemic, the subscription economy was rapidly expanding. In particular, the subscription economy was expected to expand further as the servicing of products(servitization) rapidly progresses. In this study, we tried to empirically analyze the factors that promote and hinder the spread of the subscription economy from the consumer's point of view. To this end, based on the Service Profit Chain (SPC) model, which identified mechanisms leading from quality to satisfaction, loyalty, and performance, a research model was established by combining the framework of the Value-based Adoption Model (VAM), which covers both benefit and sacrifice factors. Usefulness and convenience were derived as benefit factors, and perceived risks and perceived costs were derived as sacrifice factors. The effects of these factors on satisfaction and continuous use intention were analyzed. For empirical analysis, a survey was conducted targeting people who have experience in subscription economy, and 300 effective samples were analyzed. The analysis was performed as a structural equation model using AMOS 24. As a result of the empirical study, it was found that convenience had a significant positive (+) effect on satisfaction. Perceived risk and perceived cost were analyzed to have a negative (-) effect on satisfaction. On the other hand, usefulness was found to have no significant effect on satisfaction. The influences affecting satisfaction were in the order of perceived cost, convenience, and perceived risk. Satisfaction was found to have a significant positive (+) effect on continuous use intention. The results of this study were considered meaningful in that they broadened the horizons of research by combining existing validated models at the academic level and testing their validity, and found that perceived cost was still an important factor at the practical level.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.35-52
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• 2023

Recently, as the non-face-to-face environment has developed due to COVID-19 and environmental pollution, the importance of online digital healthcare is increasing, and venture start-ups and activities such as health care, telemedicine, and digital treatments are also actively underway. This study conducted the impact on the acceptability of digital healthcare smartwatches with an integrated approach of the expanded integrated technology acceptance model (UTAUT2) and the behavioral inference model (BRT). The most advanced integrated technology acceptance model for innovative technology acceptance research was used to identify major factors such as utility expectations, social effects, convenience, price barriers, lack of alternatives, and behavioral intentions. For the study, about 410 responses from ordinary people in their teens to 60s across the country were collected, and based on this, the hypothesis was verified using structural equations after testing reliability and validity of the data. SPSS 23 and AMOS 23 were used for research analysis. Studies have shown that personal innovation has a significant impact on the reasons for acceptance (use value, social impact, convenience of use), attitude, and non-use (price barriers, lack of alternatives, and barriers to use). These results are the same as the results of previous studies that confirmed the influence of the main value of innovative ICT on user acceptance intention. In addition, the reason for acceptance had a significant effect on attitude, but the effect of the reason for non-acceptance was not significant. It can be analyzed that consumers are interested in new ICT products and new services, but purchase them more carefully and selectively. This study has evolved from the acceptance analysis of general-purpose consumer innovation technology to the acceptance analysis of consumer value in smartwatch digital healthcare, which is a new and important area in the future. Industrially, it can contribute to the product's purchase and marketing. It is hoped that this study will contribute to increasing research in the digital healthcare sector, which will play an important role in our lives in the future, and that it will develop into in-depth factors that are more suitable for consumer value through integrated approach models and integrated analysis of consumer acceptance and non-acceptance.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.1
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• pp.1-15
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• 2019

The purpose of this study is to analyze the relationship between entrepreneurship and entrepreneurial intention. This relationship has been conceptually addressed in many previous studies and has been empirically tested. However, this study is different from the previous studies in the following four points. First, we measured entrepreneurial intention by manipulating launching a start-up as a relative concept for employment, which is consistent with the conceptual definition of entrepreneurial intention (i.e. entrepreneurial decision making in the process of career choice). Second, it is distinguished from previous researches in that it uses the question of preference for "action" with regard to job choice. Third, we expanded the opportunity for discussion using the youth panel data of the Korea Employment Information Service. Fourth, the altruistic purpose is included in the category of entrepreneurship. Empirical results showed that intentions of entrepreneurship were stronger when the need for achievement was intense, internal control tendency was intended, risk-taking propensity was sturdy, and autonomous tendency was high. However, innovation and aggressiveness are not statistically related to entrepreneurial intention. On the other hand, the altruistic tendency was found to have a negative correlation with entrepreneurial intention. The results of this study can provide meaningful implications for both private sector investors and government policy makers.

• The Journal of Society for e-Business Studies
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• v.26 no.2
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• pp.1-17
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• 2021

This paper elucidates the effect of characteristics of service quality on continuance usage intention of digital healthcare service using mediating factors of user expectation and user utility. First, we classified independent factors into three types such as service system characteristics, user characteristics, and healthcare service characteristics from the previous studies, and investigated the effect of three independent factors on continuance usage intention of digital healthcare service. Second, we analyzed the impact of two mediating factors, user expectation and user utility, on the continuance usage intention. We developed a research model that includes three types of independent factors, mediated factors of user expectation and user utility, and a dependent factor of continuance usage intention. We surveyed a total of 357 samples from digital healthcare service users and analyzed the research model. The research results significantly show that Characteristics of Users is essential factor impacting a dependent factor of Continuance Usage Intention. The results indicate the followings: (1) Characteristics of Users including the variables of Innovation impacts User Expectation, and User Expectation affects Users Utility, and Users Utility also affects Continuance Usage Intention. (2) Characteristics of Service Systems including the variables of Functionality, Compatibility, and Convenience and Characteristics of users of Innovation variable impact the mediating factor of User Expectation, and User Expectation also affects the factor of Continuance Usage Intention. (3) Characteristics of Healthcare Services including the variables of Reliability, Ease of Operation, Safety, and Accuracy impact User Utility, and User Utility also affects Continuance Usage Intention.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.4
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• pp.183-199
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• 2024

Employees with a high learning orientation are more likely to identify a multitude of entrepreneurial opportunities created by the Fourth Industrial Revolution and readily develop innovative solutions. Therefore, understanding the structural link between employees' learning orientation and entrepreneurial intention is of great academic interest. Despite its importance, this relationship remains under-researched. This study investigated the mediating effect of entrepreneurship in the relationship between Korean employees' learning orientation and entrepreneurial intention, and verified the moderating effect of entrepreneurial experience in those relationships. The empirical analysis results of our study are as follows. First, employees' learning orientation had a significant positive effect on entrepreneurial intention. Second, there was a full mediating effect of entrepreneurship in the relationship between employees' learning orientation and entrepreneurial intention. This means that employees with a high learning orientation tend to have high entrepreneurship, and this high entrepreneurship can be a decisive factor in increasing their entrepreneurial intention. Third, the moderating effect of entrepreneurial experience was empirically confirmed in the relationship between learning orientation and entrepreneurship. This indicates that employees with higher learning orientation and more entrepreneurial experience generally exhibit higher levels of entrepreneurship. However, it was confirmed that the interaction term between learning orientation and entrepreneurial experience had a significant negative effect on entrepreneurship. Fourth, it was found that there exists a fully mediated moderation effect of entrepreneurial experience through entrepreneurship in the relationship between learning orientation and entrepreneurial intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.3
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• pp.269-281
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• 2012

This study investigates the influence of technology readiness, fashion innovativeness, and participation level perception on the acceptance intention of 3D virtual fitting systems. We presented a 3D virtual fitting system with detailed information that was watched by respondents who subsequently completed a research questionnaire. The data were collected from 300 subjects with an age range of 21 to 39 who have experienced Internet shopping. Descriptive statistics, Cronbach's alpha, factor analysis, correlation analysis, and multiple regression analysis were conducted. The results were as follows. First, fashion innovativeness, technology innovativeness, participation level perception, and optimism significantly influenced the acceptance intention. Second, fashion innovativeness, technology innovativeness, participation level perception, and optimism positively influenced the acceptance intention in the male group; however, technology innovativeness, participation level perception, optimism, and insecurity significantly influenced the acceptance intention in the female group. The results indicated that a marketing strategy has to be designed that focuses on consumers with high technology, fashion innovativeness, and optimism to increase the acceptance intention. In addition, markers have to enhance a participation level perception that will contribute to the introduction of 3D virtual fitting systems. Another notable finding was the importance to differentiate marketing strategies according to gender.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.1
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• pp.36-45
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• 2012

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, $x^2$ analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. $x^2$ analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.

• Journal of Venture Innovation
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• v.2 no.2
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• pp.1-19
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• 2019

Various studies have been conducted on factors influencing the adoption of new technologies. In particular, the factors influencing customers' acceptance of new technologies that emerged along with the arrival of the 4th Industrial Revolution. Theoretical models are mainly based on the technology acceptance model (TAM) or Extended Unified Theory of Acceptance and Use of Technology : UTAUT2). However, there are no trust variables in these models. In this study, we added trust variable and tested augmented reality(AR). Three types - trust as an independent variable, as a mediating variable, and as a moderating variable - were analyzed statistically. As a result, trust was most explanatory when viewed as a mediating variable between independent variables and intention to use. In theory, it has been shown that trust acts as a mediating effect. In practice, trust is most important in accepting new technologies, so it is important to prioritize trust.

• Journal of Venture Innovation
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• v.1 no.1
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• pp.113-127
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• 2018

The purpose of this study was to investigate the determinants of organizational trust and its effect on organizational effectiveness in the public organizations. This study examined five factors of organizational competencies, consideration, fairness, organizational morality and organizational social responsibility as the determinants of organizational trust and job satisfaction, organizational commitment and intend to leave as the indicators of organizational effectiveness. For this study, data were collected from 323 public officials in Gyeonggi Province with structured questionnaires and analyzed using structural equation modelling technique. This study found that organizational competencies, consideration, fairness, organizational morality and organizational social responsibility made significant contributions to the formation of organizational trust and that organizational trust impacted positively organizational effectiveness measured in terms of job satisfaction, organizational commitment and intend to leave.

• Journal of Digital Convergence
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• v.9 no.6
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• pp.267-276
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• 2011

The purpose of this study was to explore the effect of the interactive message expression and consumer characteristic insert IPTV advertising. The results of this study were follow: Firstly, Attention and attitude of interactive message advertising appeared than general TV advertising so that it was high. Second, In case of interactive message advertising, It appeared efficiently than the advertising without the advertisement detail information which is putting the good detail information. Third, In interactive message expression of IPTV advertising, Floating expression strategy appeared efficiently most. Lastly, Adoption of consumer characteristic was revealed that we had an influence on the knowledge level and the information search intention about IPTV. We present theoretical basis which to present interactive message to IPTV supplier is efficient, and the plan which floating expression can make the click intention of the advertising.