• The Research Journal of the Costume Culture
• /
• v.21 no.4
• /
• pp.478-493
• /
• 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.

• Information Systems Review
• /
• v.21 no.3
• /
• pp.27-47
• /
• 2019

The purpose of this study is to propose a conceptual model for the tourism application of the block chain consensus construct and to test the intention of technology acceptance of potential consumers. First, we have tried to investigate the security, reliability, functionality was derived. Secondary, structural validation of the proposed model confirmed the factors influencing the acceptance of block chain technology in terms of consumers. Based on this, we apply the Unified Theory of Acceptance and Use of Technology to evaluate. Individual innovation and block-chain technology have a strong causal relationship with the proposed block chain acceptance intentions based on the Hybrid Block Chain Consensus system, which shows strong innovation and strong cognitive status. In addition, the factors directly affecting the acceptance of block-chain are the benefits expected from the block chain, the technical infrastructure required to use the service, the perceived benefits available. The influence of the surrounding environment on the adoption of technology and ease of use on new technology did not affect the acceptance intention significantly.

• The Journal of Information Technology
• /
• v.7 no.3
• /
• pp.47-61
• /
• 2004

The emergence of the Internet as a tool for the business-to-consumer aspect of e-commerce has far reaching ramifications. Most importantly, it has created opportunities for businesses to reach out to consumers in a very direct was and create electronic markets. This study treats e-commerce as a technology adoption process and evaluates the suitability of popular adoption models. This research supports the use of the technology acceptance model to predict online shopping activity, both the intention to shop online and actual purchases. Also this research finds that the task-technology fit model is a valuable addition to the technology acceptance model for online shopping tasks.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.14 no.4
• /
• pp.229-239
• /
• 2018

In this paper, we propose a strategy of charging by analyzing the difference of path coefficient according to whether consumers are free or not, rather than presenting strategies for charging. Mobile devices have become so popular that they are called necessities. Companies have to adapt to the mobile environment and respond to the situation, and have to expand market opportunities strategically. In this study, we extend the technology acceptance model to analyze the incentives of consumers' behavior by analyzing the difference in the effect consumers perceive as a moderating variable, whether paid or free. Efforts to maximize company's inherent profit continue, and in particular, charging is a strategy that all companies should pursue in the mobile environments. It is necessary to grasp the degree of the consumer's response to free and charge. The model of satisfaction with the continuous use and the word-of-mouth intention, which is the behavior intention, is presented by adding parameters of satisfaction to the technology acceptance model. In addition, we try to derive implications by analyzing the influence of moderating effects of whether free or not.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.4
• /
• pp.35-43
• /
• 2019

The purposes of this study is to derive the influence factors of Virtual Reality(VR) technologies acceptance based on the study of unified theory of acceptance and use of technology and value-based acceptance model to test the use and acceptance of VR devices. The survey methods were used for this study, and the data from a total of 400 consumers were used for the analysis. And the structural equation model was used to analyze the data. The results of the study are as follows: First, benefit components perceived enjoyment(EN) and sacrifice components personal innovative(PI) of VR devices were positively related to perceived values and use intention of VR devices, although the benefit components performance expectancy(PE) was positively related to perceived values(PV) but was not positively related to the use intention of VR devices. Second, sacrifice components perceived cost(PC) and anxiety(ANX) of VR devices were negatively related to perceived value(PV), but were not negatively related to the use intention of VR devices. Third, perceived values was not obvious related to the use intention(UI) of VR devices. The results of this study contribute to the literature as a new attempt to examining the effect on consumer use intention in VR technology areas.

• The Journal of Economics, Marketing and Management
• /
• v.11 no.5
• /
• pp.29-44
• /
• 2023

Purpose: This study analyzed the effect of the perceived value of the OTT platform on consumers' technology acceptance, continuous use intention, and WOM using the Expanded TAM. Research design, data and methodology: A survey was conducted targeting OTT platform users in their 20s to 40s nationwide from August 10 to 16, 2022, and a total of 208 people were used in the final analysis. To verify the research model, frequency analysis, CFA, and SEM analysis were performed using SPSS and AMOS. Results: First, the perceived value of the OTT platform was found to have a positive effect on consumers' technology acceptance (perceived usefulness, perceived ease of use, and perceived enjoyment). Second, the perceived ease of use of OTT platform consumers was found to have a positive effect on perceived usefulness and perceived enjoyment. Third, it was found that the perceived usefulness and perceived enjoyment of OTT platform consumers had a positive effect on the continuous use intention, and WOM. Fourth, it was found that the continuous use intention the OTT platform had a positive effect on the WOM. Conclusions: Word of mouth and continuous use of existing customers are important for OTT platform companies to retain existing customers and secure new customers. Through the perceived value of the OTT platform, efforts should be made to provide various contents that consumers can enjoy along with usefulness and convenience of functions.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.16 no.11
• /
• pp.7494-7500
• /
• 2015

The purpose of this study is to investigate how the customer's attitudes and behavioral responses, depending on the persuasion tactics of salespeople in customer service and meeting point. The tactics of persuasion of customer acceptance and purchase depending on the type of salesperson with proven effectiveness of even comes out to investigate what results according to the purchase form and the customer that the customer consumes gender. Results First, the tactics of persuasion tactics of coercive tactics to mention the loss of a salesman showed that increasing the degree of acceptance than non-coercive tactics to help consumers buy the information provided above. Second, coercive tactics to adjust the effect with respect to the degree of acceptance of the purchase of helping consumers to purchase in the online form has been proven to be more effective than non-coercive tactics case. Third, adjusted for gender effects were proven to help women with respect to the degree of acceptance of a consumer purchases more effective than men. That is, in consumer contacts, the persuasion tactics of salespeople depending on the customer's acceptance and purchasing intention showed that coercive tactics has the more positive impact on online forms and women.

• Asian-Australasian Journal of Animal Sciences
• /
• v.32 no.7
• /
• pp.1015-1026
• /
• 2019

Objective: The objective of this study was to evaluate three different degrees of white striping (WS) addressing their automatic assessment and customer acceptance. The WS classification was performed based on a computer vision system (CVS), exploring different machine learning (ML) algorithms and the most important image features. Moreover, it was verified by consumer acceptance and purchase intent. Methods: The samples for image analysis were classified by trained specialists, according to severity degrees regarding visual and firmness aspects. Samples were obtained with a digital camera, and 25 features were extracted from these images. ML algorithms were applied aiming to induce a model capable of classifying the samples into three severity degrees. In addition, two sensory analyses were performed: 75 samples properly grilled were used for the first sensory test, and 9 photos for the second. All tests were performed using a 10-cm hybrid hedonic scale (acceptance test) and a 5-point scale (purchase intention). Results: The information gain metric ranked 13 attributes. However, just one type of image feature was not enough to describe the phenomenon. The classification models support vector machine, fuzzy-W, and random forest showed the best results with similar general accuracy (86.4%). The worst performance was obtained by multilayer perceptron (70.9%) with the high error rate in normal (NORM) sample predictions. The sensory analysis of acceptance verified that WS myopathy negatively affects the texture of the broiler breast fillets when grilled and the appearance attribute of the raw samples, which influenced the purchase intention scores of raw samples. Conclusion: The proposed system has proved to be adequate (fast and accurate) for the classification of WS samples. The sensory analysis of acceptance showed that WS myopathy negatively affects the tenderness of the broiler breast fillets when grilled, while the appearance attribute of the raw samples eventually influenced purchase intentions.

• Korean journal of food and cookery science
• /
• v.27 no.6
• /
• pp.803-814
• /
• 2011

The new version of sikhye(sweet rice drink) was prepared by adding sweet pumpkin (SP) in order to improve customers' preferences for sikhye by modifying the color, and flavor, as well as health functionality. The independent variables were sweet pumpkin amount(0, 2, 4, 6, and 8% malt powder extract) and storage periods(0, 3, 6, 9, and 12 days). Each sample was measured by using physicochemical and sensory evaluations, and results were statistically tested to examine significant differences among samples. pH increased with higher amounts of added pumpkin. As additional levels of sweet pumpkin increased, the Hunter's L value decreased, whereas the b value increased. In a consumer acceptance test, all characteristics except for sweetness were significantly different at p<0.05. The overall acceptability, including yellowness, malt aroma, and sweetness in the pumpkin added sample was estimated to be better than the comparative sample was. There was no significant difference between SP4, SP6, and SP8, but SP2 showed a lower preference than other samples.

• Korean Journal of Human Ecology
• /
• v.22 no.6
• /
• pp.529-546
• /
• 2013

The purpose of this study was to find the effects of parenting behavior, parenting involvement and father-child communicationon on children's multiple intelligence. For this purpose, 182 children selected from three elementary schools and their fathers participated in the study. The findings of this study are as follows : First, there were some significant differences in children's multiple intelligence according to the children's grade, gender, father's educational background and income. Second, there were some significant differences in children's multiple intelligence according to the parenting behavior, warmth acceptance, rejection restriction and permissiveness nonintervention behaviors, and to leisure activity, life guidance, study guidance of parenting involvement and to father-child open communication, problematic communication. Third, It was also found that children's grade, gender, father's educational background, warmth acceptance behavior, permissiveness nonintervention behaviors and open communication, problematic communication were all significant predictors of the children's multiple intelligence. In order to increase the children's multiple intelligence, parents should be warmer and more accepting and have open commnication with their children.