• The Journal of Information Systems
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• v.23 no.1
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• pp.73-91
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• 2014

Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for 'me2day' that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.

• Asia Pacific Journal of Business Review
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• v.6 no.1
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• pp.61-73
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• 2021

This study attempted to examine the structural relationship between the main factors that determine the intention to continue participation in yacht activities. Specifically, motivation for yacht activities was divided into achievement motivation, social motivation, escapist motivation, conspicuous motivation, and hedonic motivation, and the effect of each motivation on the satisfaction and continuous intention of yacht activities was examined. This study surveyed 338 ordinary people who were interested in yacht activities or had experience in yacht activities, and verified the main hypothesis through regression analysis. The main analysis results of this study are as follows. First, it was found that achievement motivation did not affect satisfaction. Second, it was found that social motivation had a positive (+) effect on satisfaction. Third, it was found that escapist motivation had a positive (+) effect on satisfaction. Fourth, it was found that the conspicuous motivation had a positive (+) effect on satisfaction. Fifth, it was found that hedonic motivation had a positive (+) effect on satisfaction. Sixth, it was found that the achievement motivation had a positive (+) effect on continuous intention. Seventh, it was found that social motivation did not affect continuous intention. Eighth, it was found that escapist motivation had a positive (+) effect on continuous intention. Ninth, it was found that the conspicuous motivation did not affect continuous intention. Tenth, it was found that the hedonic motivation had a positive (+) effect on continuous intention. Eleven, satisfaction was found to have a positive (+) effect on continuous intention. This study derived academic and practical implications based on the analysis results and proposed future research directions.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1079-1089
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• 2021

The development of information technology has promoted organizational transformation through the utilization of an electronic information system. This research aimed to identify factors that influence continuous intention to use E-HRM. This empirical research applies the Technology Acceptance Model and Cognitive Model for identifying significantly impacted areas of continuous intention to use E-HRM in a highly dynamic environment. The data were collected using questionnaires delivered directly to respondents. The sample was 100 employees of ESQ Group selected through random sampling. The variables used were subjective norms (X1), perceived behavioral control (X2), perceived innovativeness (Y1), cognitive absorption (Y2), satisfaction (Y3), and continuous intention to use E-HRM (Y4). Statistical analysis using Structural Equation Modelling (SEM) with Smart PLS was applied. The results revealed that behavioral control (X2) did not influence the continuous intention to use E-HRM (Y4) and that cognitive absorption (Y2) and satisfaction (Y3) did not significantly influence continuous intention to use E-HRM (Y4). Subjective norms (X1) significantly influenced both perceived innovativeness (Y1) and continuous intention to use E-HRM (Y4), perceived behavioral control (X2) significantly influenced both perceived innovativeness (Y1) and cognitive absorption (Y2), and perceived innovativeness (Y1) significantly influenced both satisfaction (Y3) and continuous intention to use E-HRM (Y4).

• International Journal of Contents
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• v.18 no.1
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• pp.65-75
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• 2022

This study aims to reveal the various differences within the factors that influence use satisfaction, continuous use intention, and media substitution intention, specifically in regard to the use motives and use behaviors of Netflix viewers. This study's results demonstrate that the following various factors affected use satisfaction, continuous use intention, and media substitution intention in differential ways. Firstly, the diversity of content influenced use satisfaction to a greater degree than social relations; and the diversity of content, social relations, and active participation all positively influenced continuous use intention. In other words, the more positively users appreciated the diversity of content, and the more strongly they had social relations, and the more actively they participated within communities, the greater degree to which they increased their continuous use intention for Netflix. However, the diversity of content and the convenience of use also had a negative effect on the media substitution intention for Netflix, which means that the more diverse the content and the more convenient the use of Netflix, the fewer the number of users who intended to cancel Netflix and subscribe to another OTT service or resubscribe to traditional media sources.

• Journal of Fisheries and Marine Sciences Education
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• v.29 no.2
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• pp.492-502
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• 2017

The purpose of this study was to verify the influences of surfing participants' participation motivation on flow experience and continuous participation intention. The study conducted a research survey through purposive sampling method after selecting 2 surfing center in Ganwon-do. 280 questionnaires distributed and 269 were selected as final valid sample by removing 11 questionnaires that have insufficient answers. Then data were analyzed through exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS Window ver. 20.0. The results were as followings. First, participation motivation factors have positive effect on flow experience. Second, participation motivation factors have an influence on continuous participation intention. Third, flow experience have an influence on continuous participation intention. Fourth, leisure flow have an influence on continuous participation intention.

• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.197-224
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• 2020

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

• Journal of Information Technology Services
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• v.18 no.5
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• pp.99-117
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• 2019

In recent years, the one-person media has increasingly gained popularity. The purpose of this study is to investigate the relationship among the service quality, satisfaction and intention of continuous use of one-person media service and to further examine the mediating effect of satisfaction operating on the relationship between the service quality and intention of continuous use. Based on the literature review, hypotheses were developed and the research model was built for testing. The sample of 358 users was selected to achieve these objectives. From the analysis of PLS(Partial Lease Square Path Analysis), key research findings are summarized as follows. First, relationships among the service quality, satisfaction, and intention of continuous use were all positively correlated each other. Second, the effect of service quality on intention of continuous use was mediated by satisfaction. Third, the content quality of one-person media has the higher effectiveness than platform quality to satisfaction and intention of continuous use. Results of this paper are expected not only to emphasize the importance of satisfaction based on the service quality, but also to provide multifaceted implications and directions for the management of one-person media service effectively.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.971-982
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• 2021

The purpose of this study was to investigate the relationship between information quality, Online Travel Agency (OTA) trust, and continuous usage intention provided by OTA through the application of the SOR(Stimulus-Organism-Response) model. To achieve the purpose of the study, 234 responses were used for analysis, and the hypotheses were tested through the SPSS v.21 program and AMOS v.21 programs. The research results can be classified into the following three categories. First, it was determined that accuracy, timeliness, and usefulness among the factors for information quality had a significant positive effect on OTA trust and continuous usage intention. Second, it was determined that OTA trust was found to have a significant positive effect on continuous usage intention. Third, it was determined that OTA trust had an indirect effect on the relationship between accuracy, timeliness, usefulness, and continuous usage intention among the factors for information quality. This study looked at the lower dimension of information quality, which was insufficient in the field of OTA. This study can be used as basic data to, in practice, build a user-centered informational provision environment by identifying the factors that promote the continuous usage intention of consumers, which is linked to the revenue of online travel agencies.

• Korea Journal of Hospital Management
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• v.17 no.2
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• pp.52-72
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• 2012

In this study, we examined the effect of customer satisfaction and switching cost on continuous use intention to suggest how organizations can retain their customers when market growth slows down and competition becomes stronger. We carefully developed and modified survey instruments through a pre-test, and subsequently surveyed 432 dental care users in Seoul and Busan areas. As a result of regression analysis, higher procedural learning switching cost, relational switching cost, and customer satisfaction were manifested in the increased continuous use intention. In contrast, higher financial switching cost and customer satisfaction with insufficient effort for information acquisition led to decreased switching intention. In addition, procedural initial switching cost and residents in Seoul led to increased switching intention. Understanding continuous use intention and switching intention is important for healthcare institutions striving to maintain market position. The findings of this study suggest a paradigm shift from conventional transactional marketing to strategic relational marketing to be effective in the healthcare environment today.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.