• Informatization Policy
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• v.29 no.1
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• pp.60-83
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• 2022

The purpose of this study is to empirically analyze the effect of individual perception of artificial intelligence and the level of digital literacy on the acceptance of artificial intelligence-based public services. For empirical analysis, a research model was set up based on the technology acceptance model and planned behavior theory using survey data of 2017 and analyzed through structural equations. To summarize the results of the analysis, firstly, the positive perception of individuals about artificial intelligence technology plays a role in reinforcing attitudes toward benefits and reducing concerns about public service in which artificial intelligence technology has been introduced. Secondly, the level of digital literacy reinforces both benefits and concerns about artificial intelligence technology, but it was found that the intention to use public services was reinforced through the benefits of artificial intelligence technology perceived by individuals, rather than privacy concerns about artificial intelligence technology. Thirdly, it was confirmed that the perceived benefits of individuals on artificial intelligence technology reinforced the intention to use public civil services, and privacy concerns negatively influenced the intention to use. It was confirmed that the influence of a perceived ease of use and usefulness, as opposed to privacy concerns, further reinforces the intention to use. Both citizens' positive perceptions regarding the accuracy and reliability of information provided through artificial intelligence technology and institutional complementation of responsibility for errors caused by artificial intelligence technology are strengthened, and technical problems related to privacy protection are solved.

• Journal of Information Technology Applications and Management
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• v.14 no.4
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• pp.61-74
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• 2007

In this paper we consider the Digital Multimedia Broadcasting (DMB) Service that starts recently in Korea and gains popularity. DMB makes it possible to watch high quality TV programs while we are in motion. The service provider or the service researcher are interested in the factors that influence the user's choice of new service such as DMB. Understanding the factors make them create the powerful marketing strategies and develop the new service or product that is attractive for users. We therefore find the factors influencing the user's choice of DMB service, and propose a model for analyzing the relationship between the factors and the intention of buying. The model is based on the Technology Acceptance Model (TAM). We extend the TAM by adding factors including functional attributes of DMB service. We survey the significant functional attributes influencing the intention of buying by using the proposed model.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.836-851
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• 2018

Digital signage in a smart store would engage and invoke responses from consumers because good in-store experiences are more important than ever. Thus, the present study investigates consumer perceptions of interactive digital signage integrating technology acceptance model. Specifically, the current study examined 1) the effects of personal and fashion innovativeness on interactivity; 2) the effect of interactivity on perceived usefulness, ease of use, and enjoyment; and 3) the effects of perceived usefulness, ease of use, and enjoyment on intentions to use the products and the store, visit the store, and engage in word-of-mouth. As a pre-study, two researchers visited the smart stores of six brands in Seoul, all of which integrate various technologies in the fashion field. A video clip was developed as a stimulus to the study. A total of 214 responses were gathered and analyzed. The results were as follows. Personal innovativeness has a significantly positive effect on interactivity, whereas fashion innovativeness has no significant effect. Interactivity had positive effects on the perceived usefulness, ease of use, and enjoyment. Consumer responses (i.e., intentions to use, visit, and engage in word-of-mouth) were predicted by usefulness and enjoyment, but not by ease of use. The findings of this study could provide the fashion industry and retailers practical and valuable insights into enhancing consumers' in-store experiences through the use of interactive digital signage.

• Journal of Digital Contents Society
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• v.19 no.3
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• pp.547-559
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• 2018

This study deals with the factors influencing acceptance of social media-based smart commerce service through personal innovativeness by quantitative empirical research method. Researchers have viewed that personal innovativeness affects the aesthetic criteria, hedonic value, economic value, and subjective norms, which are subdivided elements of emotion and characteristics. The hypothesis is that the emotional and characteristics variables affect the variables such as purchase intention and word of mouth intention of the TAM and the post acceptance model (PAM). The research model proposed in this study is a integrated model of proven models in previous studies, and it is expected that there will be a theoretical and practical contribution of research. The researchers hope that this study will make a significant contribution to the industry and policy in dealing with the acceptance of smart commerce services emerging in the area of e-commerce and social media marketing.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.75-83
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• 2024

The purpose of this study is to analyze the relationship between consumption value, advertisement acceptance attitude, and purchase intention according to the MBTI personality type. The results of a survey and analysis targeting the MZ generation with experience in purchasing digital products are as follows. 1.There was no difference between consumption value and advertisement acceptance attitude according to the MBTI personality type. 2. Among the consumption values, Factors of rarity value and emotional value had an effect on purchase intention. 3. Among the attitude of accepting advertisements, advertising favors, information trust and negative cognition had a positive effect on purchase intention. Accordingly, providing advertising content including information and interest about digital products is considered effective in marketing of the MZ generation, which represents flex consumption and minus-out consumption.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.261-268
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• 2017

The study is designed to explore the effects of the Acceptance-Commitment Therapy (ACT) on Reserve Officer's Training Corps (ROTC)' stress, anxiety, and acceptance. Among the total of 82 ROTC, total of 12 participants whom showed over-average scores for stress and anxiety and agreed to participate in study were selected. The ACT group received twice-weekly, approximately 90 minute, total of 8 sessions of ACT program Both groups filled out Perceived Stress Scale, State-Trait Anxiety Inventory, and Acceptance and Action Questionnaire each before, at the end of, and 4 weeks after the program. The result showed that the group that participated in ACT program showed significant decrease in stress and anxiety, and although the overall acceptance behavior showed no significant change, the Acceptance - a subfactor of the scale - showed significant increase. This study suggest empirical evidence to prove that the ACT is effective in reducing stess and anxiety of ROTC. However, the study has only few ROTC participants and thus has limitations. Therefore it is crucial that future studies are conducted addressing this issue.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.247-260
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• 2022

In order to advance theoretical and practical understanding of innovative behaviors and affective commitment to change, this study investigated the relationship among innovation supporting organizational culture, decentralized structure, acceptance of organizational change, and affective commitment to change and tested the mediating effect of acceptance of organizational change in the relationship. Data were collected from 261 employees at H corporation and analyzed to test suggested research hypotheses using SPSS 20.0 and AMOS 20.0. The results are as follows: First, it is found that innovation supporting organizational culture influences positively acceptance of organizational change and affective commitment to change. Second, results show that decentralized structure influences positively acceptance of organizational change, but does not influence innovative behavior. Third, it is found that acceptance of organizational change influences positively affective commitment to change and innovative behavior. Fourth, it is also found that acceptance of organizational change mediates partially the relationship between innovation supporting organizational culture and affective commitment to change and acceptance of organizational change mediates completely the relationship between decentralized structure and affective commitment to change. With these findings, it is confirmed that innovation supporting organizational culture and decentralized structure influence positively affective commitment to change and innovative behavior through acceptance of organizational change. Limitations and suggestions were discussed.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.505-512
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• 2018

The purpose of this study was to investigate the effects of Haiku writing on mindfulness and empathy cultivating of the graduate students majoring in clinical psychology, and that it would also serve as enhancements of self-compassion and acceptance. Twenty-two graduate students in clinical psychology were to writing a Haiku poem about nature, the situation and themselves during a semester. Before and after the Haiku Writing Programme, mindfulness, empathy, self-compassion, and acceptance were measured and the subjective responses were analyzed after the programme was completed. The results of the study are as follows : First of all, quantitative analyses shows that Haiku writing has a significant effects on mindfulness, empathy, self-compassion and acceptance. Even in qualitative analyses, there are positive changes on those constructs in Haiku writing. Finally, the meaningfulness of the study, limitations, and recommendations for future work were discussed.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.117-126
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• 2018

This study investigated the antecedents of VR(virtual reality) headsets acceptance and the causal relationships among self-efficacy, content diversity, the perceived usefulness, the perceived easy of use, the perceived playfulness and the adoption intention. We collected 238 survey responses and formed structural equation modeling with AMOS 23.0. The results of the analysis can be summarized as follows. The diversity of contents and self-efficacy had significant effects on perceived usefulness, perceived ease of use and perceived enjoyment, thus increasing the intention of acceptance. Perceived usefulness, perceived ease of use and perceived enjoyment had significant effects on the intention of acceptance. Perceived ease of use indirectly had an effect through increasing perceived enjoyment. The price did not affect the adoption intention and marketing communication increased the intention of acceptance. The results are expected to provide useful information to the companies related to VR.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.95-104
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• 2018

This study is focused on analyzing the difference by demographical characteristics of users on acceptance behavior of tourism omnichannel based upon Unified Theory of Acceptance and Use of Technology. Through field survey with 392 respondents, the results are as follows. Partially differences on acceptance behavior are found according to gender, age, education and job as demographic characteristics of tourism omnichannel. And the difference by demographic characteristics on acceptance behavior about preferring tourism information is not significant. However performance expectancy and effort expectancy as factors of UTAUT are significantly positive in thirties group of tourism omnichannel users.