• 한국IT서비스학회지
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• 제11권3호
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• pp.49-65
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• 2012

This study aims to investigate the factors influencing followers' continuous usage intention of twitter based on Elaboration Likelihood Model. In particular, central route(information itself) and peripheral route(twitterian's trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, this study tests the relationship of users' attitude and continuous usage intention. The results indicate that argument quality, accuracy(central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route is not significant. Argument quality, trustworthy, accuracy(central route) and source expertise(peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral is not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of twitter's usefulness, and in the end brings the continuous usage intention of twitter.

• 산경연구논집
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• 제14권12호
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• pp.11-21
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• 2023

Purpose: This study aims to investigate the impact of mobile shopping app components on shopping flow and the continuous usage intention of the shopping apps in the rapidly growing mobile market facilitated by advancements in the mobile environment. Research Methodology: A survey was conducted, targeting users aged 20 and older with experience in using mobile shopping apps. The responses of 456 participants were analyzed through frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling. Results: The study found that within the components of mobile shopping apps, enjoyment significantly impacted both shopping flow and the continuous usage intention of shopping apps. The diversity of product assortment had a significant effect only on shopping flow. The usefulness and ease of use influenced on the intention to continue using shopping apps. Conclusions: Based on the findings, it is recommended that shopping app operators try to identify essential components for stimulating user interest and engagement when developing or modifying apps. Additionally, a diverse range of products enhances the shopping experience and drives spontaneous purchases. Furthermore, providing an easy interface and minimizing the effort required, this experience can enhance user perception of its value and sustain consumers' continuous usage intention of the shopping app.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.342-350
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• 2023

The purpose of this study is to find out how the perceived waiting time of viewers of e-sports games affects negative emotions and how these negative emotions affect viewing satisfaction, viewing attitude, and continuous viewing intention. To achieve the purpose of this study, 200 viewers who watched e-sports games more than two to three times were targeted. 197 copies were selected as the final valid sample after excluding three of the collected questionnaires that showed unfaithful answers. For data processing methods, confirmatory factor analysis, reliability analysis, and structural equation model analysis were conducted using SPSS 27 and AMOS 25. Through this, the following results were obtained. First, it was found that the perceived waiting time of the viewer had a significant effect on the viewers' negative emotions in the event of a game pause. Second, viewers' negative emotions were found to have a significant effect on viewing attitudes, but not on viewing satisfaction. Third, it was found that viewing attitude had a significant effect on viewing satisfaction and continuous viewing intention. Fourth, it was found that viewing satisfaction had a significant effect on continuous viewing intention. In other words, the more acceptable and shorter the perceived waiting time due to the suspension of the game pause, the lower the negative emotions of the viewers, and the negative emotions of the viewers ultimately affect the intention to continue watching through viewing attitude and viewing satisfaction.

• International Journal of Human Ecology
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• 제10권1호
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• pp.13-22
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• 2009

This study analyzes how the perceived pressures and organizational readiness of fashion companies (that utilize the internet as a marketing or commercial transaction tool) influence the continuous internet adaptation intention. It ascertains the differences between the companies that have introduced the internet commercial transaction and companies that have not. The survey was conducted among the employees of fashion companies from January $15^{th}$ to February $20^{th}$ in 2009. A total of 314 respondents were submitted for analysis using diverse methods that include frequency analysis, factor analysis, reliability analysis, t-test, and multiple regression analysis. The results show that the perceived internal and external pressures, the support of the chief executive officer and capacity of the organization influence the continuous internet adaptation intention of fashion companies. There are differences in the perceived internal and external pressures, support of the chief executive officer, capacity of the organization, and continuous internet adaptation intention between companies that introduced a internet commercial transaction system and those that have not.

• 패션비즈니스
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• 제13권3호
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• pp.49-61
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• 2009

The purpose of this study is to analyze how the perceived benefits and obstacles of fashion companies, which utilizes the internet as a marketing or commercial transaction tool, have effect on the continuous internet adoption intention, and to analyze the differences between the companies that have introduced the internet commercial transaction and those that have not. A survey was conducted from January $15^{th}$ to February $20^{th}$ in 2009, among the employees of fashion companies carrying out internet business. A total of 314 respondents used in the data analysis, the statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test and multiple regression analysis. The results show that the elevation of the business results, improvement in customer relationship and raise in market reactivity of the perceived benefits has effect on the continuous internet adoption intention of fashion companies. There are differences in the elevation of the business results, improvement in consumer relationship, miscellaneous expenses and the continuous internet adoption intention between companies that introduced a internet commercial transaction system and those that have not.

• 산경연구논집
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• 제10권3호
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• pp.25-33
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• 2019

Purpose - With the economic development in China, the lifestyle of Chinese customers has changed dramatically. Chinese customers are more likely to have coffee in a shop with the ability to make them happy than those with high quality coffee in a nice physical environment. Happiness becomes a critical driver of customers' intention to purchase a cup of coffee in a specific coffee shop again and again. As a result, happiness becomes an important factor for managers to make strategies for attracting customers. Although managers and scholars pay more attention to emphasize the importance of happiness in customers' consumption, little research has been conducted to investigate the relationship between happiness and coffee shop's continuous usage intention in the Chinese coffee industry. Research design, data, and methodology - A research model is made to explain the impact of happiness on customer's behavior. To understand the influence of happiness better, we consider two dimensions of happiness which are subjective well-being and psychological well-being. In order to confirm the relationships of the variables in the research model, the online survey is constructed in China. Customers who have experienced the services in a coffee shop are asked to do the questionnaire. With 453 reliable questionnaires, structural equation modeling is used to analyze the causal relationships of the coffee quality, physical environment, subjective well-being, psychological well-being, and continuous usage intention. Results - Results indicate that coffee quality and physical environment are not the direct factors that influence customers' continuous usage intention. However, good coffee quality and physical environment are the significant predictors of Chinese customers' happiness associated with subjective well-being and psychological well-being, which in turn affects customers' continuous usage intention. Conclusions - In this study, it is proposed that coffee quality and physical environment may be the key factors influencing customers' happiness. Happiness, including subjective well-being and psychological well-being matters in decision making process. More importantly, happiness increases the continuous usage intention when the coffee shop can serve customers with higher quality coffee at a good atmospheric place. Managers should consider happiness as an important factor in making marketing strategies to compete in this industry.

• 한국문헌정보학회지
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• 제55권1호
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• pp.415-437
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• 2021

이 연구는 도서관서비스 품질이 유학생의 도서관 지속적 이용의도에 미치는 영향을 실증적으로 분석하고 도서관불안이 두 변인들 사이에서 매개역할을 수행하는지 알아보는데 목적을 둔다. 이를 위하여 S대학에 재학 중인 중국인 유학생 213명을 대상으로 도서관서비스 품질, 도서관 지속적 이용의도, 도서관불안을 측정하였고, 구조방정식 모형분석으로 변수 간의 관계를 밝혀 가설을 검증하였다. 연구결과, 도서관서비스 품질은 도서관 지속 이용의도에 영향을 미치며, 도서관불안은 두 변인의 매개역할을 하는 것으로 확인되었다. 연구결과를 토대로 유학생의 도서관 이용 개선에 관하여 논의하였다.

• 융합경영연구
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• 제11권5호
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• pp.29-44
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• 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.

• International journal of advanced smart convergence
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• 제10권1호
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• pp.209-215
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• 2021

The purpose of this study is to determine the impact of broadcasters' broadcasting commentators' attributes on broadcasting conditions and the intention of continuous viewing of e-sports competitions. To achieve this goal, a survey was conducted on 300 university students who had experience watching e-sports competition broadcasting. The final 295 copies were selected as the final valid samples and data processing was carried out. Using SPSS 23, factor analysis, reliability analysis, correlation analysis, and simple and multiple regression analysis were performed. The result of this study was: First, reliability and attractiveness among the sub-factors of commentator attributes were shown to have a positive effect on broadcasting conditions. Second, reliability and attractiveness among the sub-factors of commentator attributes have a positive effect on the intent of continuous viewing. Third, broadcasting conditions have a positive effect on the intention of continuous viewing.

• 복식문화연구
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• 제22권6호
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• pp.1011-1027
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• 2014

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.