• Journal of Information Technology Applications and Management
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• 제16권2호
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• pp.65-77
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• 2009

This study explores the major factors that are likely to affect the acceptance and resistance of innovative products and services. The TAM (Technology Acceptance Model) has been widely used for understanding consumer acceptance of new technology. This model displays perceived usefulness and perceived ease of use as antecedents of intention to adopt and use. However, research has reported a variety of preceding variables for technology acceptance. In addition, considering paradoxes of technology, research regarding both acceptance and resistance in an integrated model can explain consumer perception and behavior in detail. The results of this study states that relative benefits, degree of innovation in technology, perceived usefulness and perceived ease of use have had positive influence on the intention to adopt but negative impact on that of resistance. However, alterations of usage and perceived risk positively affects resistance, but also have negative effects on the intention to adopt. Finally, intention to adopt has comparatively greater influence than that of resistance on intention to use. Theoretical and managerial implications of the results are also discussed.

• 한국콘텐츠학회논문지
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• 제22권4호
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• pp.301-313
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• 2022

본 연구의 목적은 UTAUT2 모델의 독립변인(성과기대, 노력기대, 사회적 영향, 촉진조건, 쾌락동기, 가격가치, 습관)들이 넷플릭스와 웨이브 채택의도 및 요금제 패키지별 수용의도에 어떤 인과관계를 나타내는지 살펴보는 것이다. 이를 위해 총 308명에 대한 온라인 설문조사를 통해 확인하였다. 연구결과 첫째, 넷플릭스의 채택의도에는 성과기대, 노력기대, 쾌락동기, 가격가치, 습관이 영향을 미쳤다. 둘째, 웨이브의 채택의도에는 성과기대, 사회적 영향, 가격가치, 습관이 영향을 미쳤다. 셋째, 넷플릭스의 요금제별 수용의도에서 베이직 요금제 수용의도에는 가격가치와 습관, 프리미엄 요금제 수용의도에는 성과기대, 습관이 영향을 미쳤으며, 스탠다드 요금제에는 영향을 미치지 않았다. 넷째, 웨이브의 요금제별 수용의도에서 베이직 요금제 수용의도에는 가격가치가 부적 영향을, 습관이 정적 영향을 보였으며. 스탠다드 요금제 수용의도에 사회적 영향, 프리미엄 요금제 수용의도에 대하여 가격가치, 습관이 영향을 미쳤다.

• 한국정보시스템학회지:정보시스템연구
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• 제28권3호
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• pp.59-81
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• 2019

Purpose The purpose of this study is to investigate the resistance factors interfering the acceptance factors of the mobile easy remittance service focusing on the switching cost and the innovation resistance model. Design/methodology/approach This study focuses on revealing the resistance factors of the mobile easy remittance service acceptance. The resistance factor is designed consisting both consumer characteristics and service characteristics in the Innovation Resistance Model. Furthermore, the effect of resistance factors on the innovation resistance and acceptance intentions were detected by moderating the switching cost. Findings According to the empirical analysis result, this study investigated the effect of resistance factors on innovation resistance and acceptance intention for the mobile easy remittance service. The results of this study as follows; (1) The consumer's inherent innovativeness did not significantly affect the innovation resistance and acceptance intention. (2) The attitude toward existing services and complexity significantly affected innovation resistance in direct manner, thus affecting the acceptance intention in indirect manner. (3) The perceived usefulness significantly affected both the innovation resistance and the acceptance intention in direct manner. (4) The perceived risk only effected the acceptance intention. (5) The switching cost had a moderating effect on the innovation resistance and acceptance intention.

• 품질경영학회지
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• 제50권3호
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• pp.491-502
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• 2022

Purpose: The purpose of this study is to find factors affecting the acceptance intention of autonomous mobility service by applying the unified technology acceptance theory(UTAUT). Methods: The measurement items for each component of this study were modified to meet the purpose of the study by referring to previous studies related to mobility based on UTAUT, which has secured validity and reliability in many studies. The collected data through the online survey were analyzed using hierarchical regression analysis. Results: It was found that performance expectation, effort expectation, social influence, and facilitation conditions for autonomous mobility service had a positive effect on acceptance intention. Also, in this relationship, it was confirmed that driving experience moderated the relationship between performance expectation and acceptance intention, and between effort expectation and acceptance intention. Conclusion: Understanding the public's acceptance of autonomous mobility services, and suggesting strategic implications for the direction of service development to companies that are pushing to enter the autonomous mobility service market.

• 한국정보시스템학회지:정보시스템연구
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• 제30권3호
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• pp.137-158
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• 2021

Purpose This study aims to investigate which factors have impact on the acceptance intention of new electronic ID. For the empirical analysis, this study utilized PLS-SEM after collecting 385 survey data, and analyzed relations between each factors. Design/methodology/approach This study made a design of the research model by integrating the factors deducted from the Unified Theory of Acceptance and Use of Technology with the factors deducted from the Risk Factors. Findings The results are as follow; First, of the UTAUT factors, Performance Expectancy, Effort Expectancy and Social Influence and has positive impact on Acceptance Intention, but Facilitating Conditions doesn't have meaningful impact on Acceptance Intention. Second, of the Risk factors, Innovation Resistance has negative impact on Acceptance Intention, but Perceived Risk dose not have meaningful impact on Acceptance Intention. Finally, regulatory effect of the Promotion Focus, Prevention Focus and Gender has regulatory impact to Acceptance intention. It is expected that the implications of this study enables government effectively to offer new electronic ID.

• 반도체디스플레이기술학회지
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• 제23권1호
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• pp.36-47
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• 2024

The purpose of this study is to identify the factors that impact the user's intention to accept technology when Introducing new information security systems for the workers of a semiconductor company. The findings of this study were as follows. First, the factors of a company's information security systems, namely reliability, expertise, availability, security, and economic efficiency, all significantly and positively impacted performance expectations. Second, the performance expectation of introducing information security systems for a company significantly and positively impacted the intention to accept technology. Third, the social impact of introducing information security systems for a company had a significant and positive impact on technology acceptance intention. Fourth, the facilitating conditions for introducing a company's information security systems significantly and positively impacted technology acceptance intention. Fifth, as for the moderating effect of innovation resistance, the moderating effect was significant in the paths of [performance expectation -> technology acceptance intention], [social impact -> technology acceptance intention], and [facilitating conditions -> technology acceptance intention]. The implication of this study is that the factors to be considered when introducing information security systems were provided to companies that are the actors of their proliferation, providing the base data to lay the foundation for introducing security technologies and their proliferation.

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• Journal of Information Technology Applications and Management
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• 제27권3호
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• pp.1-18
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• 2020

Recently, following the development of FinTech technology that combines finance and information and communication technology, the need and social demands for a block chain technology-based trading system have increased significantly. In this study, a research model was developed and hypothesized through literature research on the concept of block chain technology, the technology acceptance model, and the unified theory of acceptance and use of technology. The research theories were tested by collecting data through surveys and analyzing the collected data. This study conducted empirical research to identify the factors influencing the user acceptance intention and utilization behavior of the block chain technology in introducing the block chain technology. First, factors affecting the acceptance intention of the blockchain user were performance expectation, effort expectation, social impact, and blockchain transparency variables. Second, the facilitation conditions and stakeholder confidence variables were analyzed as factors that did not affect the acceptability of the blockchain users. Third, variables such as blockchain transparency, stakeholder trust and intention of acceptance are factors that affect the usage behavior of the blockchain. Fourth, it was confirmed that the acceptance intention had a very high explanatory power on usage behavior of Blockchain technology.

• 농촌계획
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• 제26권3호
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• pp.115-126
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• 2020

This study designed an extended technology acceptance model incorporating and combining TPB, TAM, UTAUT, and IDT, which are known to be useful in explaining technology acceptance intention, to analyze antecedents affecting smart farm acceptance intention from the perspective of policy handlers. In the model of this study, nine independent variables were set, including subjective norm, perceived behavioral control, attitude, perceived usefulness, performance expectation, effort expectation, social impact, promotion condition, and fitness. The effect of these variables on farm acceptance intention was analyzed. The study found that four factors, including perceived behavioral control, perceived usefulness, social impact, and fitness, had positive effects on the acceptance intention of smart farms. Of these, perceived usefulness had the highest impact. In conclusion, all the TPB, TAM, UTAUT, and IDT applied to the research hypothesis to explain the smart farm acceptance intention included on or more variables with significant effects. In other words, these theories were evaluated as useful to explain the acceptance intention of smart farms.

• 경영과정보연구
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• 제35권2호
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• pp.167-183
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• 2016

본 연구에서는 간편결제 서비스를 새로운 정보기술의 한 유형으로 인식하고 통합기술수용이론(UTAUT)를 토대로 인지된 위험을 추가하여 수정된 수용의도 모델을 제시하여 소비자의 수용의도에 영향을 미치는 변수들을 규명하였다. 본 논문의 연구결과를 요약하면 다음과 같다. 첫째, 노력에 대한 기대, 사회적 영향은 수용의도에 긍정적 영향을 미치며, 인지된 위험은 수용의도에 부정적 영향을 미치지만, 성과에 대한 기대와 촉진조건은 영향을 미치지 못하는 것으로 나타났다. 둘째, 간편 결제 서비스의 수용의도와 이용행동 요인 간에는 유의한 관계가 있는 것으로 나타났다. 이는 선행 연구에서 검토한 바와 같이 수용의도가 실제 수용 관계에 직 간접적인 영향을 미친다는 것을 의미한다. 셋째, 혁신저항의 조절효과는 노력에 대한 기대와 사회적 영향은 수용의도와의 관계에서 조절효과가 있지만, 인지된 위험에 대해서는 조절 작용을 하지 않는다는 것을 확인할 수 있었다.