• Journal of Digital Convergence
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• v.13 no.3
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• pp.107-115
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• 2015

The social commerce is an innovative and emerging transaction. It is the result of combination with transaction and social media technology. This study analyzes Korean college students' social commerce behavior through extending technology acceptance model(TAM) with social influence(SI). We confirmed all proposed hypotheses are significant and supported by the given data through PLS path modeling method with SmartPLS. It indicates that SI is an important factor influencing intention to use, so SI should be consider for theorists to enhance explanation and prediction of TAM and for practitioners to earn higher performances as well. Finally, based on the findings, suggestions for future studies are discussed.

• Journal of Digital Convergence
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• v.9 no.6
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• pp.217-229
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• 2011

Conventional IT device has been evolving into smart device based on more powerful computing, the adoption of platforms, and next generation networking. There are not many empirical studies with regard to the early adoption stage of smart IT technology devices. This paper aims to investigate intention to use smart device based an extended technology acceptance model (TAM) with flow empirically. We get the results that there are positive influences among multidimensional user characteristics and flow, perceived usefulness and the intention to use. According to this results, companies which want to dominate the market in advance should understand the characteristics of potential consumers in developing marketing strategies and contents.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.281-288
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• 2020

This study delves into acceptance on neural network machine translation (NMT) such as Google Translate and Papago that uses technical acceptance model. In conclusion, it turned out that perceived usefulness impacts translators' attitude towards NMT. In other words, if translators determine that NMT is related to their work and the quality of the deliverables is guaranteed, they were more positive towards it. Unlike the existing normative approach that translators feel threatened by NMT, empirical results tell us translators perceive NMT as a business tool and such perception was largely influenced by advices of their colleagues and friends and expectations for use.

• Journal of Korea Game Society
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• v.19 no.3
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• pp.53-64
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• 2019

The purpose of this study is to identify what elements of VR games satisfy and continuous usage for the sustainable development of VR games. Specifically, an extended acceptance model was proposed with the addition of perceived costs, presences, satisfied variables to predict the acceptance and the intention of continued use of VR games. As a result, in general, it was found that the extended technology acceptance model with three external factors is more advantageous to explain the characteristics of VR game and its effect on users than the existing model. This study is suggested an integrated research model that considers the core characteristics of VR games and observe which factors lead to the persistent intention to contribute to the study about the VR game.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.8
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• pp.2910-2927
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• 2015

This study demonstrates that ease of use, usefulness, and hedonic desires affect the intention to use smart signage, based on market delimitations. Smart signage is at an early phase of adoption and its market can be divided broadly into indoor and outdoor markets. In this study, an empirical study model was established in conjunction with the technology acceptance model (TAM), which was applied to the IT area of a smart signage map and to a hedonic model. Empirical results showed that the key hedonic attributes affecting the intention to use smart signage include information delivery for the indoor environment and emotional and entertainment content for the outdoor environment. In the future, specific guidelines can be presented to boost the usage of smart signage through an empirical study based on the identification of external factors that affect usage intention.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.115-122
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• 2018

The purpose of this study is to investigate the effect of technology acceptance model (TAM) on behavioral intention in order to grasp the degree of technology acceptance on autonomous driving among the various factors that consumers perceive as unmanned vehicle system becomes commercialized. In addition to the mediating effect of perceived usefulness proposed by the existing TAM, this study proposed the perceived trust (PT) and hypothesized its mediating effect on behavioral intention to use the self-driving. Path anlaysis is adopted to investigate our hypothesis using the structural equation model. The sample used for the analysis was 149 valid data among 160 responses. The effects of total effect, direct effect, and indirect effect were confirmed by hypothesis test on mediating effect. Non-parametric bootstrapping analysis was also performed to confirm the robustness. All the hypotheses were significant and we found a partial indirect effect, which implies that mediation effect of PT on behavioral intention.

• Journal of Digital Convergence
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• v.16 no.4
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• pp.137-147
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• 2018

The purpose of this study was to examine the influence of variables of TAM, user characteristics variables, and perceived risk variables on the intention to use mobile payment. Through the combination of characteristics of mobile payment, this study also investigated the effect of various independent variables on the intention to use mobile payment including the moderating effect of self-construal. To verify hypotheses of this study, the hierarchical regression analysis based on responses from 188 undergraduate and graduate students was conducted. The significant findings of this study were as follows: TAM variables, user characteristics variables and perceived risk variables had positive influence on the intention to use mobile payment. Self-construal was found to moderate the effect of the perceived usefulness, perceived ease of use and subjective norm. This study may provide important implications for both academicians and practitioners.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.81-86
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• 2012

The global recession circumstances, cloud computing has emerged as a new paradigm in the business IT sector. This paper focuses on Software as a Service (SaaS) among cloud services. The Technology Acceptance Model (TAM) has been popularly utilized for examining how users come to accept a new technology, but have not yet been employed to handle issues regarding SaaS adoption. This paper aims at developing an exploratory model that examines important factors affecting SaaS adoption of small and medium sized companies. The proposed exploratory model tests a number of hypotheses which integrate TAM related theories with additional imperative constructs such as marketing effort. Thus, the findings of this study can not only help company users gain insights into SaaS adoption, but also help SaaS providers obtain inspiration in their efforts to discover more effective courses of action for developing their service and improving marketing strategy.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.205-212
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• 2017

This study examined the factors affecting the intention to use the wearable device consumers and the factors that have positive effects on the intention to use the wearable device or the consumers who have not yet used the wearable device. The purpose of this study was to examine the perceived usefulness, perceived usefulness, consumer individuality (individual innovation, self-efficacy, subjective norm) and wearable device characteristics (aesthetics, compatibility) of technology acceptance model (TAM). The results of the analysis are as follows. This study focused on the effect of consumers on the intention to use. (TPB) and Davis (1989) proposed technology acceptance model which is applied to various fields to predict the intention to use as it is proved validity and usefulness as a theory explaining various social behaviors. TAM) in order to examine the intention to use. In addition, we added consumer characteristics and variables related to product characteristics of wearable devices, which have not been studied much in previous studies.

• Journal of Technology Innovation
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• v.18 no.2
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• pp.59-89
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• 2010

One of the key words that represent the culture and social phenomena in this 21st century is 'Digital Convergence'. Presently our society is going through the second evolving phase of the convergence, integration between industries. Integration between industries refers to the phenomenon of integrating various industrial areas such as broadcasting, communication, finance, automobile, and medical treatment as the range of IT utilization becomes extended. The telecommunication-broadcasting bundling is a typical example of integration between industries. This study analyzed the effect of the service features of the bundling on the customer's acceptance intention by applying the innovative technology product acceptance model, TAM, in the process of accepting the telecommunication-broadcasting bundling. This study suggests three independent variables, the 'low cost(discount)', 'service integrity', and 'selectability', which affect perceived usefulness, perceived ease of use, and perceived risk, and figures out the actual influence as follows. In conclusion, these results suggest that in order to accept and spread the telecommunication-broadcasting bundling, it is necessary to establish (1) the cost discounting strategy realize (price strategy), (2) the fee noticing system, payment system, call-service system, and systemic integration including installation and A/S system integration, and develop (service strategy), (3) the bundling or related options that can provide users with selectability (product strategy).