• Journal of Agricultural Extension & Community Development
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• v.31 no.2
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• pp.85-101
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• 2024

Globally, technologies and policies are being developed to reduce greenhouse gas emissions. In agriculture, there's increasing interest in reducing methane emissions from paddy fields by improving water management practices. While automated irrigation systems are being developed, research on farmers' adoption intentions is lacking. This study aims to examine factors influencing farmers' acceptance of these systems using the UTAUT2 model. Results show that effort expectancy, facilitating conditions, price value, and user innovativeness positively influence acceptance intention, while perceived risk and innovation resistance negatively impact it. User innovativeness partially mediates the effects of facilitating conditions, price value, perceived risk, and innovation resistance on acceptance intention. Policy implications are proposed to promote the adoption of automated irrigation systems.

• Journal of Distribution Science
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• v.13 no.10
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• pp.135-142
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• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• Korean Management Science Review
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• v.28 no.1
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• pp.25-42
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• 2011

The mobile industry is the key foundation of digital convergence, and its constant growth is expected. Among mobile industries, new products leading the development of devices are the Emerging Device. This study is conducted to find out factors making differentiated by comparing the structural equation model(SEM) of the Tablet PC and the e-Book Reader. The main findings are as follows. First, the application of TAM to the Emerging Device shows that fitness of the model is generally high but the effect of Perceived Ease of Use has not been verified or found insignificant. Second, the acceptance model of the Tablet PC and the e-Book Reader has found that playfulness stimulates acceptance intentions. Third, the cost level of the Emerging Device acceptance model is not a factor stimulating consumers' acceptance intentions. Fourth, product attributes of the Tablet PC and the e-Book Reader to differentiate themselves from the other device are Functionality and Playfulness respectively.

• Journal of the Korea Management Engineers Society
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• v.23 no.4
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• pp.33-48
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• 2018

Despite that QR codes are spreading worldwide in Pin Tech, logistics distribution, etc., South Korea is staying at the level of using QR codes in limited areas such as website connection and marketing communication. The purpose of this study is to propose measures for more effective use of QR codes by examining the effects of personal innovativeness on user's behavioral intentions by applying personal innovativeness to QR codes. To this end, this study was intended to examine the relationships between performance expectancy (PE), effort expectancy (EE), social expectancy (SE), and personal innovativeness, which are variables used in the Unified Theory of Acceptance and Use of Technology (UTAUT) model among innovative technology acceptance models, and behavioral intentions. For this study, a questionnaire survey was conducted with students in collages in the metropolitan area in May 2018 and the results were statistically verified using IBM SPSS 21. The results showed that PE, EE, and SE had significant positive(+) effects on personal innovativeness and behavioral intentions of QR code users. The mediating effects of personal innovativeness were tested and the results indicated that personal innovativeness partially mediates between PE and behavioral intentions and between EE and behavioral intentions but not between SE and behavioral intentions. The fact that since QR codes are expressed as a component to users through other media rather than its internal factors, the personal innovativeness of QR code users plays an important role in increasing the use of QR codes could be identified through this study.

• Journal of Internet Computing and Services
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• v.21 no.6
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• pp.113-121
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• 2020

The era of "ownership" has gone, and the era of "subscription" has come. While traditional manufacturing and service industries are struggling with the fall of earnings rates, subscription-based businesses are showing high growth rates. Although subscription-based online services (SOS) are rapidly growing in the retail market, few studies have investigated factors that affect the decision of consumers to use SOS. Therefore, this study aims to identify factors that enable predicting consumers'attitudes and intentions toward SOS and to empirically verify the factors. As a result of the study, usefulness, enjoyment, and cost advantages were shown to have positive effectson perceived value, and usefulness, technicality, and cost advantages were shown to have positive effects on attitudes. In addition, perceived value was shown to have positive effects on attitude, and perceived value and attitudes were shown to have positive effects on acceptance intentions. The fact that the strategic directivity for successful introduction and diffusion of SOS was presented by identifying the predictor variables for the acceptance of SOS through this study can be said to be the significance of this study.

• Journal of The Korean Association of Information Education
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• v.23 no.6
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• pp.599-606
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• 2019

Telepresence robot-assisted learning can provide opportunities of education for students who are in vulnerable physical, intellectual, cultural or environmental conditions. It is to be applied in international virtual education for global citizenship education. To date, the study of acceptance model has been conducted only for preservice teachers, and post-intention for use is not considered. This paper identified whether there are significant differences by gender or years of experience from elementary school teachers on it and the basic factors that affect the acceptance intentions for it. Factors related to intention to use for a telepresence robot were investigated, and a questionnaire about post-intention for use was made after participants operated. The results showed that elementary school teachers did not have a significant difference in each factor by gender. The experienced teachers showed no difficulty in using it. It was shown that PU, ATT, PENJ, SI and Ttrust were all extremely significant factors to affect acceptance intentions. It will be possible to establish educational information policies based on the acceptance intentions of elementary school teachers on telepresence robot-assisted learning.

• Journal of Family Relations
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• v.22 no.4
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• pp.53-80
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• 2018

Objectives: The purpose of this study was to investigate individual awareness variables influencing emotional, normative, and functional marriage intentions of unmarried men and women. Independent variables were values of offspring, perceptions to unmarried life, attitudes toward multiple role planning, perceptions and availabilities of marriage-related policies, views on the marriageable age, psychological burdens of pressure to marriage by significant people, and views on parents' support for marriage fund. Method: 553 unmarried men and women in Daegu, Korea were surveyed, and the data were analyzed using descriptive statistics, factor analysis, multivariate analysis of variance(MANOVA), multiple regression analysis, and hierarchical regression analysis with SPSS 22.0. Results: First, this study was more exploratory and in-depth approach to marriage intentions than precedent studies. The sub factors of marriage intentions were emotional, normative, and functional marriage ones. Second, emotional marriage intention showed significant differences depending on gender, dating, views on the marriageable age, and degree of acceptance of parents' support for marriage fund. Among the individual awareness variables, values of offspring, perceptions to unmarried life, attitudes toward multiple role planning, and psychological burdens of pressure to marriage personally or by friends influenced emotional marriage intention. Third, normative marriage intention showed significant differences depending on gender, religion, occupational status, employment condition, dating, views on the marriageable age, and degree of acceptance of parents' support for marriage fund. Among the individual awareness variables, values of offspring, perception to unmarried life, attitudes toward multiple role planning, view on the marriageable age, availabilities of marriage-related information offering policies, and psychological burdens of pressure to marriage by mother influenced normative marriage intention. Fourth, functional marriage intention showed significant differences depending on gender, job, parents' support for marriage fund, views on the marriageable age, and degree of acceptance of parents' support for marriage fund. Among the individual awareness variables, functional marriage intention was influenced by values of offspring, perception about unmarried life, attitudes toward multiple role planning, and degree of acceptance of parents' support for marriage fund. Finally, the hierarchical regression analysis showed that individual awareness variables influenced on marriage intentions. Especially, values of offspring, perceptions to unmarried, and attitudes toward multiple role planning influenced on emotional, normative, and functional marriage intentions in common. Conclusions: The findings from these analyses suggest that the selective process based on the individual awareness has become very significant to having marriage intentions. Therefore, this study will contribute as the basic data on national marriage-related policies. Furthermore, this study will be able to use to think about the marriage intention as a task to be preceded by the national policy in order to prepare for Korea 's low fertility and aging phenomenon.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.193-211
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• 2023

This study explores consumer perceptions of the Metaverse, a new concept emerging post-pandemic. It applies the Technology Acceptance Model and Theory of Reasoned Action to examine how perceived usefulness, ease of use, attitudes, subjective norms, and intentions to adopt new technology are connected. The study analyzes samples obtained from a self-administered online survey, assessing experienced and inexperienced individuals to compare their perceptions toward Metaverse in the food service industry. The data is processed with SPSS and AMOS, utilizing factor analysis and structural equation modeling. Results show perceived usefulness and ease of use influencing attitudes, which, along with subjective norms, impact behavioral intentions, supporting hypotheses. As online experiences grow, Metaverse marketing could affect dining behaviors and purchases. The study offers insights for food service companies to enhance behavioral intentions, contributing to Metaverse advancement.

• Journal of Distribution Science
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• v.17 no.5
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• pp.29-37
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• 2019

Purpose - This paper analyzes the effects of the SST characteristics at airports on behavioral intention through technology acceptance and customer satisfaction, and presents a strategic plan for introducing SSTs to airports providing differentiated services. Research design, data, and methodology - We examine the role of airport self-service characteristics and access the influence of the Technology Acceptance Model (TAM) on both customer satisfaction and behavioral intentions towards SSTs. To do this, a survey is conducted with passengers having used self-service technologies(SSTs) at Incheon International Airport. A total of 400 questionnaires are then analyzed using structural equation modeling. Results - According to the results, of the self-service characteristics, customer satisfaction and behavioral intention were affected by optimism through perceived ease of use, perceived usefulness, and perceived enjoyment and by innovativeness and insecurity through perceived ease of use. Conclusions - According to the results of the study, the purpose of using TBSS in the airport is to save time and convenience. Therefore, it is necessary to closely analyze the differences in technology acceptance by age and generation, increase user self-efficacy, increasing satisfaction through effective management of cognitive and emotional waiting time will have a positive impact on behavioral intentions.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.545-559
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• 2016

Recently consumers to access various Word-Of-Mouth information on online. And eWOM (eWOM : electronic Word-Of-Mouth) information had an important effect on consumer attitude(purchase intention). The purpose of this study is to investigate what the general characteristics of eWOM and the effects of how these factors will affect credibility, eWOM acceptance and purchase intention. In this study, the model contains information characteristics variables(consensus, newness), community characteristics(tie strength, interaction) on eWOM characteristics. This study makes contributions as follows. First, information consensus had not effect on credibility. Second, information newness and community characteristics(tie strength, interaction) had a significant on credibility. Third, credibility is the important factor on eWOM acceptance. Lastly, eWOM acceptance had a considerable influence on purchase intentions.