• Fashion & Textile Research Journal
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• v.23 no.3
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• pp.347-357
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• 2021

This study analyzed the effects of optimism and innovativeness, the two drivers of a consumer's technological readiness to use an augmented reality(AR) fashion shopping service within the framework of the Technology Acceptance Model (TAM). The survey was conducted on 249 people (males = 58; females = 191) in their 20s who were willing to participate in the AR experience. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling by AMOS 22.0. The results indicated that a greater level of perceived optimism had a positive influence on the ease of use and usefulness of the technology. The findings also show that consumers with a high degree of innovativeness tend to have a higher level of playfulness toward AR fashion shopping. Regarding the effects of user beliefs, ease of use had a positive effect on the perception of usefulness and playfulness with higher levels implying a higher consumer intention to adopt an AR fashion shopping service. In addition, this study reveals the moderating effect of consumers with high-fashion versus those with low-fashion innovativeness. For the latter, technological innovation had an insignificant effect on playfulness, thus indicating that consumers with low interest in fashion did not enjoy AR fashion shopping even if the technology was highly innovative. Nevertheless, the analysis confirms the possibility that experiencing a fashion product through AR technology could replace the actual experience of wearing the products.

• Journal of the Korea Society of Computer and Information
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• v.15 no.12
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• pp.237-245
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• 2010

Korea Communications Commission (KCC) has been providing the pilot service of URC(Ubiquitous Robot Companion), which is a network-based personal robot, to 1000 Korean households since 2006 to define potential users' needs and adoption behaviors. Personal innovativeness might play a critical role in adoption of URC services by users because much sophisticated and convergence technologies are incorporated into URC services. Also, defining not only perceived beliefs about URC services but also expected beliefs about them are very crucial to reduce disconfirmation between users' perception and expectation of URC services. From this point of view, this paper aimed to examine robot users' adoption behavior by considering constructs such as personal innovativeness, usefulness (perceived usefulness - expected usefulness, P-E), user attitude, and intention to use. The findings reveal that personal innovativeness is negatively related to usefulness (P-E) whereas usefulness (P-E) influences significantly and positively on user attitude. It is also shown that usefulness (P-E) and user attitude have strong positive effects on intention to use.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.440-448
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• 2017

This study aims to determine the factors affecting people's intention to use mobile delivery application services. The technology acceptance model (TAM) was employed and a survey was conducted on 300 delivery application users. As a result, personal innovativeness was found to have a positive effect on perceived ease of use and perceived playfulness. Self-efficacy turned out to have a positive influence on perceived ease of use and perceived playfulness. Next, perceived ease of use was found to positively affect both perceived usefulness and perceived playfulness, and perceived usefulness and playfulness had a positive effect on the intention to use the service as well. Lastly, personal innovativeness and self-efficacy were found to have a significant indirect influence on the intention to use the service. This study suggests users can be induced to voluntarily and continuously use the service, if their personal characteristics and perception of the service are considered in the future development of the service.

• Knowledge Management Research
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• v.22 no.1
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• pp.85-103
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• 2021

While there is a rapid transition to smart work due to COVID-19, not many studies have measured the changes in organizational culture after firm-wide institutionalization of smart work. Through a questionnaire and a series of stakeholder interviews, this study examined how and to what extent employees' perception of organizational culture changed after the introduction of smart work in a large leisure service company H in South Korea. The working culture of the organization is measured as the changes in the organizational members' perception on seven dimensions: strategic innovativeness, organizational flexibility, fair human resource management, rational decision making processes, organizational vitality, trustful collaboration, proactive leadership. The results demonstrated that, after the introduction of smart work, the organizational members' perception on strategic innovativeness, organizational flexibility, organizational vitality, trustful collaboration have declined significantly while the changes in fair human resource management, rational decision making processes, and proactive leadership are insignificant. Though found to be insignificant, follow up interviews revealed that participants think that the role of management leadership is very critical for the smart work systems to be institutionalized successfully. While the smart work may have different effects depending upon industry or organizational characteristics, this study present a case for changes in organizational culture after institutionalizing smart work. Implications are discussed with further research issues at the end.

• Journal of Korea Trade
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• v.27 no.1
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• pp.192-210
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• 2023

Purpose - Vietnam has the fastest growing digital economy in Southeast Asia and is emerging as a critical overseas market for Korean banks in the post-COVID-19 era. Accordingly, many Korean banks entered the Vietnamese market to overcome the limitations of the saturated domestic financial market and create new revenue sources. This study examined the current status of digital finance in Vietnam and the cases of Korean banks that have succeeded in the Vietnamese market. Then, importance-performance analysis (IPA) was conducted on local customers, managers and staff members of Korean banks in Vietnam. Design/methodology - In this study, we analyzed the importance and satisfaction factors of mobile banking app usage in Vietnam through IPA. In particular, we identified the differences between the two groups by considering the viewpoint of customers who use mobile banking apps and that of managers and staff members who provide mobile banking services. Findings - The IPA results from the customer group and managers and staff members group were generally similar, but differences were observed in Ease of Use (Technology), Innovativeness (Organization), and Increase in Revenue (Economic). In the case of the customer group, Ease of Use (Technology) is located in the second quadrant, which shows low satisfaction compared to high importance. However, in the managers and staff members group, Ease of Use (Technology) is located in the first quadrant, which indicates high importance and high satisfaction. This difference in perception can cause complaints from local customers; thus, it is necessary to change the perception of the technological aspect for ease of use of mobile banking apps in consideration of the customer's position. In addition, it is necessary to allocate the resources invested in the Innovativeness (Organization) and Increase in Revenue (Economic) to Ease of Use (Technology). Originality/value - In this study, based on the HOTE framework, factors for using mobile banking apps were derived, and IPA was conducted targeting local customers (app user) and managers and staff members (app provider) of Korean banks in Vietnam. Through this, we presented the results of empirical analysis that can help Korean banks efficiently utilize limited resources and budgets.

• 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.

• The Journal of Korean Association of Computer Education
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• v.14 no.4
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• pp.33-41
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• 2011

This study was conducted to identify factors that influenced teachers' adoption of digital textbooks and causal relationships among the factors identified. Chasm theory was used in developing strategies for adoption of digital textbooks that consider teachers' innovativeness. This study also employed the information technology adoption model of Davis (1989) that illustrates decision making processes for the adoption of instructional media such as digital textbooks. Based on these two theories, a measurement instrument measuring teachers' innovativeness, perceived usefulness, perceived ease of use, and intention of use was developed and validated through a series of reliability and validity tests. Causal relationships among the factors were examined using structural equation modeling. The result indicated that: a) perceived ease of use had a directional effect on perceived usefulness and an indirect effect on intention of use; and b) perceived usefulness had a direct effect on intention of use. Implications of this finding are discussed especially for the efforts in developing strategies for teachers' adoption of digital textbook. For example, when digital textbooks are introduced into public schools, teachers' perception of the usefulness of digital textbooks, beyond just ease of use, should be considered.

• The Research Journal of the Costume Culture
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• v.28 no.4
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• pp.409-419
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• 2020

Building on Technology Readiness and Acceptance Model(TRAM), the study aimed to examine how technology readiness affects consumers' perceptions of ease of use, usefulness, and risk, which in turn predict their intention to use retail service robots. Specifically, the study proposed that technology readiness motivators (optimism and innovativeness) would influence perceived ease of use and usefulness, while technology readiness inhibitors (discomfort and insecurity) would affect perceived risk. The study further examined if the perception factors (ease of use, usefulness, and risk) contribute to intention to use retail service robots. A survey method was used with data collected from Korean consumers. The final sample size was 418. The data was analyzed using structural equation modeling. Findings of the study revealed that technology readiness motivators positively affected perceived ease of use and usefulness while innovativeness had no impact on usefulness. All the inhibitors increased perceived risk. Lastly, as hypothesized, perceptions of ease of use, usefulness, and risk predicted intention to use retail service robots. This study extended the retail technology literature by applying and validating TRAM to the context of consumer acceptance of retail service robots. The study further helped marketers and retailers by highlighting the importance of technology readiness in improving consumer perceptions and responses towards retail service robots.

• Journal of Korean Society for Quality Management
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• v.45 no.1
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• pp.139-152
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• 2017

Purpose: The purpose of this study is how Chinese users' personal traits affect the intention to use mobile payment. This research selects personal innovativeness and habit of cash payment as personal traits, and considers perceived risks and relative advantage as personal beliefs. In addition, the research divided perceived risks into three multi-faceted risks, which are privacy risk, financial risk and performance risk. Methods: The method of this study used questionnaire survey to collect 241 data on users' perception on mobile payment, and also used a structural equation modeling method. Results: The result of this paper shows that all hypotheses are statistically significant except 4 hypotheses. Conclusion: The result of this study found that personal innovativeness is negatively related with all 3 kinds of perceived risks as anticipated. And Chinese users' traditional habit of cash payment negatively affects intention to use mobile payment but is not statistically significant affecting three perceived risks. Among perceived risks, privacy risk is the most negatively influencing factor to relative advantage.

• Journal of Intelligence and Information Systems
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• v.29 no.4
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• pp.111-127
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• 2023

This study is a study on user perception of ChatGPT use. The goal of this study is to analyze the relationship between user policy expectations and user innovativeness on ChatGPT technology acceptance and intention to use using variables of TRA (Theory of Reasoned Action). The impact of policy expectations and user innovativeness on the intention to use by mediating usefulness and hedonic motivation, and the impact of subjective norms on the usefulness and intention to use were analyzed by dividing them into the MZ generation and the non-MZ generation. It was verified whether there was a moderating effect on the effect of age differences on usefulness by interacting with policy expectations. An online survey was conducted on 300 ChatGPT users using PLS (Partial Least Square) structural equations and SPSS Package, and statistical analysis was performed using PLS and SPSS. According to the analysis results, it was confirmed that the higher the initial user's innovativeness, the higher the intention to use ChatGPT. In addition, the moderating effect analysis comparing the differences between the MZ generation and the non-MZ generation showed that policy expectations had a negative effect on the usefulness of ChatGPT use.