• Journal of Digital Convergence
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• v.20 no.5
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• pp.23-29
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• 2022

Digital services improve existing ways of purchasing contracts. In this study, we empirically analyzed the effects of individual technology readiness (optimism, innovation, inconvenience, anxiety) on the acceptance intention of cloud computing technology for users with relatively high understanding of cloud service. Also, the effect of technology readiness on acceptance intention was verified by the mediating effect of digital conversion. As a result, optimism and innovation had a positive effect on digital conversion, and discomfort and anxiety had a negative effect on digital conversion. And although the partial mediating effect of digital conversion was verified in the relationship between optimism, anxiety and acceptance intention, it was verified that there was no mediating effect of digital conversion in the relationship between innovation, discomfort and acceptance intention. Through these results, the practical implications and future research directions of cloud services were presented to companies.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.35 no.2
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• pp.109-133
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• 2024

This study investigated the impact of the technical characteristics of Generative AI (GAI) and librarians' personal traits on their intention to use GAI. Personalization, interaction, and context awareness were considered as technical characteristics of GAI that influence the intention to use GAI, while innovativeness and frequency of GAI use were considered as librarians' personal traits. The study targeted 187 librarians working in libraries, and 165 questionnaires were collected and analyzed. The results showed that the technical characteristics of GAI had a statistically significant impact on the intention to use GAI. Additionally, librarians' personal traits, namely innovativeness and frequency of GAI use, were also found to have a significant impact on the intention to use GAI. The findings of this study can be used as valuable information to help librarians increase their intention to use GAI and improve the quality and satisfaction of library services.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.41-76
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• 2020

This study confirmed factors affecting smart factory technology acceptance through empirical analysis. It is a study on what factors have an important influence on the introduction of the smart factory, which is the core field of the 4th industry. I believe that there is academic and practical significance in the context of insufficient research on technology acceptance in the field of smart factories. This research was conducted based on the Unified Theory of Acceptance and Use of Technology (UTAUT), whose explanatory power has been proven in the study of the acceptance factors of information technology. In addition to the four independent variables of the UTAUT : Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions, Government Assistance Expectancy, which is expected to be an important factor due to the characteristics of the smart factory, was added to the independent variable. And, in order to confirm the technical factors of smart factory technology acceptance, the Task Technology Fit(TTF) was added to empirically analyze the effect on Behavioral Intention. Trust is added as a parameter because the degree of trust in new technologies is expected to have a very important effect on the acceptance of technologies. Finally, empirical verification was conducted by adding Innovation Resistance to a research variable that plays a role as a moderator, based on previous studies that innovation by new information technology can inevitably cause refusal to users. For empirical analysis, an online questionnaire of random sampling method was conducted for incumbents of domestic small and medium-sized enterprises, and 309 copies of effective responses were used for empirical analysis. Amos 23.0 and Process macro 3.4 were used for statistical analysis. For accurate statistical analysis, the validity of Research Model and Measurement Variable were secured through confirmatory factor analysis. Accurate empirical analysis was conducted through appropriate statistical procedures and correct interpretation for causality verification, mediating effect verification, and moderating effect verification. Performance Expectancy, Social Influence, Government Assistance Expectancy, and Task Technology Fit had a positive (+) effect on smart factory technology acceptance. The magnitude of influence was found in the order of Government Assistance Expectancy(β=.487) > Task Technology Fit(β=.218) > Performance Expectancy(β=.205) > Social Influence(β=.204). Both the Task Characteristics and the Technology Characteristics were confirmed to have a positive (+) effect on Task Technology Fit. It was found that Task Characteristics(β=.559) had a greater effect on Task Technology Fit than Technology Characteristics(β=.328). In the mediating effect verification on Trust, a statistically significant mediating role of Trust was not identified between each of the six independent variables and the intention to introduce a smart factory. Through the verification of the moderating effect of Innovation Resistance, it was found that Innovation Resistance plays a positive (+) moderating role between Government Assistance Expectancy, and technology acceptance intention. In other words, the greater the Innovation Resistance, the greater the influence of the Government Assistance Expectancy on the intention to adopt the smart factory than the case where there is less Innovation Resistance. Based on this, academic and practical implications were presented.

• Asia-Pacific Journal of Business
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• v.2 no.1
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• pp.91-114
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• 2011

The market size of e-Commerce in Japan was 15 trillion Yen in 2006, and B2C Internet shopping sales were over 6.57 trillion in 2009. Lakuten is a representative Internet shopping company whose market share is 45%. Lakuten has over 70,000 online stores and Japanese shoppers trust them based on the fair competition rule and pre-control system on e-commerce. Japanese consumers accept new technology rapidly and highly use Internet and mobile channel. This research analyse online shopping behaviors of Japan, a big e-commerce market. Internet shopping intention, satisfaction, and recommendation by Internet shopping motivations, perceived risks, shopping innovativeness were analyzed. A questionnaire survey of 464 Japanese consumer was performed and ANOVA, factor analysis, reliability test have done by SPSS 12.0. As the results, Internet shopping intentions were higher in groups of olders, higher innovativeness. House wives' satisfaction of Internet shopping is highest. High innovativeness group showed higher internet shopping motivation of economics, connivence, hedonic, and social. Student, women, and low income group perceives high risks to Internet shopping. Implications and further researches were suggested based on the results.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.440-448
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• 2017

This study aims to determine the factors affecting people's intention to use mobile delivery application services. The technology acceptance model (TAM) was employed and a survey was conducted on 300 delivery application users. As a result, personal innovativeness was found to have a positive effect on perceived ease of use and perceived playfulness. Self-efficacy turned out to have a positive influence on perceived ease of use and perceived playfulness. Next, perceived ease of use was found to positively affect both perceived usefulness and perceived playfulness, and perceived usefulness and playfulness had a positive effect on the intention to use the service as well. Lastly, personal innovativeness and self-efficacy were found to have a significant indirect influence on the intention to use the service. This study suggests users can be induced to voluntarily and continuously use the service, if their personal characteristics and perception of the service are considered in the future development of the service.

• 한국벤처창업학회:학술대회논문집
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• 2020.11a
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• pp.47-53
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• 2020

빅데이터 기술은 기업의 경쟁력을 높일 수 있는 혁신 기술 중 하나로 급성장하고 있는 가운데 농업 분야 또한 빅데이터를 활용한 경쟁력 제고와 미래 산업으로의 발전이 중요 당면과제로 부상하고 있다. 해외의 경우 농업 빅데이터를 활용한 스타트업이 빠른 속도로 증가하며 성장하는 반면 국내의 경우 생산 분야 일부 농업 벤처 외에는 빅데이터 활용이 미흡한 실정이다. 또한 기업의 빅데이터 활용수준이나 활용의도에 영향을 미치는 요인에 대한 연구가 대기업이나 특정 산업에 국한되어 이루어지고 있으며, 연구마다 영향요인 변수의 검증결과가 상이하게 나타나 산업/기업특성에 따라 연구가 필요하다. 본 연구의 목적은 농업벤처기업에서 새로운 ICT인 빅데이터를 도입하고 사용하는 데 영향을 미치는 요인을 파악하고, 이를 통해 기대하는 편익에 대해 파악함으로써 활용을 촉진할 수 있는 방안을 제시하는 데 있다. 본 연구는 빅데이터가 조직의 프로세스를 변화시키고, 최고경영층의 지원이 필수적이며, 기업이 처한 환경적 압박에 대응할 수 있는 수단으로 보고 기술·조직·환경(TOE: Technology-Organization-Environment) 프레임워크를 기반으로 혁신확산이론(Diffusion of Innovation Theory) 모형을 결합하여 본 연구에 적합한 변수들을 도출한 후 이들 변수간의 인과관계를 설정하여 연구모형을 구성하였다. 이에 따라 TOE모형의 기술적 요인에 관한 변수로는 혁신확산이론 변수인 상대적이점, 호환성, 복잡성을 채택하였고, 조직적 요인에 관한 변수로 최고경영층 지원, 비용부담능력을, 환경적 요인에 관한 변수로는 법적·정책적 지원, 경쟁자 압력을 채택하였다. 이들 3가지 요인에 속한 7가지 변수들과 빅데이터 사용의도와 기대편익 간의 관련성, 그리고 농업벤처 사업분야의 조절효과에 대한 8개의 가설을 설정하였다. 본 연구는 실제 농업벤처기업 종사자 대상 설문을 통한 실증연구를 통해 벤처 현장에서의 빅데이터 활용수준을 높이기 위한 기술적, 조직적, 환경적 관점의 정책 개선방안을 제시하고, 생산/가공/유통 등 사업분야별 비교를 통해 영향요인의 중요도 차이를 규명해 영역별로 차별적이고 효과적인 정책 방향성을 도출하는 데 시사점을 제시하고자 한다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.11a
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• pp.141-168
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• 2001

본 연구는 초고속인터넷 접속서비스에서 $\ulcorner$서비스 품질$\longrightarrow$고객만족$\longrightarrow$재구매의도(고객충성도)$\lrcorner$의 일반적인 인과관계가 적용되는지를 규명하고, 고객만족, 재구매의도와 고객충성도에 영향을 미치는 서비스 품질속성을 살펴보면서, 궁극적으로 품질속성 중 고객유지와 충성도를 향상시키는 핵심 품질요소를 도출하기 위한 모형을 이론적으로 제시하고, 그 모형의 유효성을 설문조사와 이에 대한 실증분석을 통해 평가하는데 목적이 있다. 모형을 검증하기 위하여 세 단계의 분석과정을 수행하였다. 첫째, 전반적 서비스 품질과 고객만족, 재구매의도(또는 고객충성도), 그러고 고객만족과 재구매의도 및 고객충성도의 상호관계를 검증하였다. 둘째, 고객만족, 재구매의도 및 고객충성도에 영향을 미치는 선행변수인 품질속성(서비스 성능, 서비스 지원, 부가서비스, 이용요금, 과금, 절차 편리성)들의 영향력을 검증하였다. 마지막으로 공통적 개념으로 분류된 품질속성이 개별적인 품질요소의 미세한 차이를 제대로 반영하지 못하는 단점을 극복하고, 고객유지와 충성도 향상을 위한 핵심 품질요소를 도출하기 위하여 품질속성을 대표하는 품질요소들과 재구매의도와 고객충성도의 상관관계를 살펴보았다. 초고속인터넷 접속서비스 이용자를 대상으로 웹설문조사를 실시하여 총 551 개의 표본을 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 서비스 품질은 재구매의도와 고객충성도에 비해 고객만족에 높은 설명력을 갖고 있으며, 재구매의도에 대한 서비스 품질과 고객만족의 설명력은 미미한 것으로 나타나, 고객만족이 더 높은 설명력을 갖는다는 기존의 연구와 차이를 보여 향후 추가적인 연구의 필요성이 제기되었다. 둘째, 여섯 가지의 품질속성들 중 서비스 이용과정에서 1, 2 회의 적은 경험을 하게 되는 서비스 이용절차의 편리성을 제외하곤 나머지 속성 모두 고객만족, 재구매의도 및 고객충성도의 선행변수로써 영향을 미치고 있는 것으로 나타났다. 그러나 절차 편리성은 고객충성도에 유의한 영향을 미치는 것으로 나타나, 충성도는 고객이 서비스를 총체적인 관점에서 평가하고 나타나는 행동이라는 시사점을 얻었다. 셋째, 재구매의도와 고객충성도를 결정하는 품질요소로서는 서비스 안정성, 불만사항 처리결과, 회사의 이미지, 다양한 부가서비스가 도출되었다. 본 연구의 결과는 초고속인터넷 접속서비스의 품질 및 결과변수들에 대한 인과관계를 분석하였다. 그리고 경쟁이 치열해지는 시장 환경에서 미래의 재무적 성과와 수익성을 보장하는 충성스런 고객을 확보하기 위하여 필수적으로 관리되어야 할 핵심 품질요소의 제시와 이에 따른 제언을 하였기 때문에 사업자들이 품질 및 마케팅 전략을 수립함에 있어서 이론적, 실무적 근거를 제공하여 준다.

• The Journal of the Korea Contents Association
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• v.14 no.8
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• pp.61-73
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• 2014

While past studies on e-books have mainly focused on the uses and gratifications (UG) and technology acceptance model(TAM), this study rather analysed the innovation resistance factors of adopting the e-book based on the innovation resistance model. The research model comprises of two factors: 1) innovation characteristics which include relative advantages, compatability and complexity, 2) user characteristics which encompass attitudes towards innovation and existing products (i.e., paper books). Using online survey questionnaire, this study examined the effects of those innovation and user characteristics on the innovation resistance, and the relationship between innovation resistance and intention of adoption. The results showed that complexity and attitude towards existing products affected the innovation resistance which has negative influence on the intention of adoption. Accordingly, it is necessary to improve the ease of use in the whole process from purchase to reading experiences, and highlight e-books' own interactive features and functions which are perceived as different from paper-book user experience.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.628-635
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• 2012

The market of smartphone applications grows rapidly. We studied to evaluate empirically how personality variables related to personal attitudes(innovativeness and affinity) and information quality(interaction, content, and contextual) can affect use intention and customer loyalty in smartphone applications. The results of the study are as follows: Innovativeness, content quality and contextual quality were found to have a positive effect on intentions to use smartphone applications. However affinity and interactivity were found to have a negative effect on use intention. And use intention was found to have negative effect on customer loyalty for smartphone applications.

• Distribution Business Review
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• no.3
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• pp.55-67
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• 2003

본 연구에서는 할인점 자체 브랜드(PB) 구매에 영향을 미치는 소비자 관련 요인에 관한 모델을 제시하고 이를 테스트해보았다. 그 결과 식품과 가전 모두 PB에 대한선호도가 높을수록 구매의도가 증가함을 알 수 있었다. 그러나 구매의도의 경우 식품과 비식품이 다른 경로를 보이고 있었다. 식품 PB의 경우 소비자의"가격의식"과"혁신성"이 구매의도에 직접적인 영향을 미치는 반면 가전 PB의 경우"가치의식"과"품질격차"가 구매의도에 직접적인 영향을 미치는 것으로 나타났다. 이 같은 연구결과는 식품과 비식품의 유통업체 PB 마케팅이 각각 차별화 되어 접근되어져야 한다는 시사점을 말해준다.