• Journal of Korean Society for Quality Management
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• v.50 no.3
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• pp.491-502
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• 2022

Purpose: The purpose of this study is to find factors affecting the acceptance intention of autonomous mobility service by applying the unified technology acceptance theory(UTAUT). Methods: The measurement items for each component of this study were modified to meet the purpose of the study by referring to previous studies related to mobility based on UTAUT, which has secured validity and reliability in many studies. The collected data through the online survey were analyzed using hierarchical regression analysis. Results: It was found that performance expectation, effort expectation, social influence, and facilitation conditions for autonomous mobility service had a positive effect on acceptance intention. Also, in this relationship, it was confirmed that driving experience moderated the relationship between performance expectation and acceptance intention, and between effort expectation and acceptance intention. Conclusion: Understanding the public's acceptance of autonomous mobility services, and suggesting strategic implications for the direction of service development to companies that are pushing to enter the autonomous mobility service market.

• The Journal of Information Systems
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• v.28 no.3
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• pp.59-81
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• 2019

Purpose The purpose of this study is to investigate the resistance factors interfering the acceptance factors of the mobile easy remittance service focusing on the switching cost and the innovation resistance model. Design/methodology/approach This study focuses on revealing the resistance factors of the mobile easy remittance service acceptance. The resistance factor is designed consisting both consumer characteristics and service characteristics in the Innovation Resistance Model. Furthermore, the effect of resistance factors on the innovation resistance and acceptance intentions were detected by moderating the switching cost. Findings According to the empirical analysis result, this study investigated the effect of resistance factors on innovation resistance and acceptance intention for the mobile easy remittance service. The results of this study as follows; (1) The consumer's inherent innovativeness did not significantly affect the innovation resistance and acceptance intention. (2) The attitude toward existing services and complexity significantly affected innovation resistance in direct manner, thus affecting the acceptance intention in indirect manner. (3) The perceived usefulness significantly affected both the innovation resistance and the acceptance intention in direct manner. (4) The perceived risk only effected the acceptance intention. (5) The switching cost had a moderating effect on the innovation resistance and acceptance intention.

• Knowledge Management Research
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• v.18 no.3
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• pp.181-199
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• 2017

Recently, the Fintech industry is growing rapidly, and mobile payment service plays a key role in this growth. The purpose of this study is to investigate factors affecting initial acceptance of mobile payment service using Technology Acceptance Model. In the research model, service-related factors such as economic efficiency and security, user-related factors such as user innovativeness and social factors such as social influence were adopted as external variables, and acceptance intention was introduced as dependent variable. Perceived usefulness and perceived ease of use were selected as mediating variables. The collected data were analyzed using SPSS Statistics v22 and Smart PLS 2.0. The results of the study are as follows. First, service-related factors such as economic efficiency and security did not affect the user acceptance intention. Second, individual innovativeness and social influence have significant effects on perceived usefulness and perceived ease of use respectively. And the perceived usefulness and perceived ease of use, which are mediators, have a significant influence on the acceptance intention of mobile payment service. The results of this study will serve as a useful guide for Fintech industries.

• Journal of Information Technology Services
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• v.12 no.4
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• pp.59-75
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• 2013

As education environment is changing rapidly and competition of education industry is more intensive, the importance of service view about education is increasing as a differential competitive advantage. This study attempted to investigate the impact of service convenience as a different competitive advantage on e-learning acceptance by using TAM. The purpose of this study is to examine how five-dimensional service convenience constructs(decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience) affect consumers' perceived usefulness, attitude and usage intention. For this study, data were gathered from respondents who bought or used e-learning services and analyzed by structural equation model. Among the five-dimensional service convenience constructs, two constructs(benefit convenience, post-benefit convenience) affected consumers' positive perceived usefulness, attitude and usage intention about e-learning service. The results show that management and investment to improve benefit and post-benefit service convenience make consumers' positive attitude and usage intention about e-learning service.

• Journal of Digital Convergence
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• v.4 no.2
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• pp.41-49
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• 2006

This study tried to find the determine of intention to mobile game service acceptance. Our research proposes the theoretical model consisting of factors such as perceived usefulness, perceived ease of using the mobile phone, perceived price. The data was analyzed using LISREL based on th structural equation modeling, a second-generation multivariate technique. The result shows that the perceived usefulness have significant effects on the mobile game service acceptance.

• 한국디지털정책학회:학술대회논문집
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• 2006.06a
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• pp.399-407
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• 2006

This study tried to fine the determine of intention to mobile game service acceptance. Our research proposes the theoretical model consisting of factors such as perceived usefulness, perceived ease of using the mobiliphone, perceived price. The data were analyzed using LISREL based on th structural equation modeling, a second-generation multivariate technique. The result show that the perceived usefulness have significant effects on the mobile game service acceptance.

• Journal of Information Technology Applications and Management
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• v.31 no.3
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• pp.119-147
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• 2024

This study aims to analyze older adults's intention to use digital financial services. To verify the purpose, the '2022 Korean Senior Technology Acceptance Panel Survey' data were used. And a shortened Senior Technology Acceptance Model(STAM) reflecting the characteristics of older adults was applied. The results of Structural Equation Model analysis are as follows. First, the lower gerontechnology anxiety, the higher control beliefs reflecting perceived ease of use, self-efficacy and facilitating conditions and the intention to use digital financial services. Second, the health factor had a positive effect on the control beliefs. Third, the higher the control beliefs, the higher the attitudinal beliefs reflecting perceived usefulness and attitude and the intention to use digital financial services. Lastly, the higher attitudinal beliefs, the higher the intention to use digital financial services. The results suggest the need for interventions that can relieve gerontechnology anxiety and strengthen positive perceptions about control beliefs and attitudinal beliefs in order to increase older adults's intention to use digital financial services.

• International Commerce and Information Review
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• v.9 no.2
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• pp.87-101
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• 2007

This study developed seven assumptions to demonstrate the effect of personal innovation, social influences, service quality, mobility and accessibility on perceived usability, perceived convenience use and use intention using a technology acceptance model developed by Davis(1989), and the results are presented as follows: First, the assumption that personal innovation and service quality of mobile banking service will influence the perceived usability was adopted while the assumption that social influences will affect the perceived usability was rejected. Second, the assumption that mobility and accessibility of mobile banking services will influence the perceived convenient use was selected. Third, the assumption that the perceived usability of mobile banking service will influence use intention was rejected while the assumption that the convenient use will influence use intention was adopted. This study suggests that as personal innovation, service quality, mobility and accessibility have a significant influence on use of mobile banking, service providers should pay more attention to development of security programs and diversification of contents.

• Korea Journal of Hospital Management
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• v.15 no.4
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• pp.143-164
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• 2010

Although word-of-mouth (WOM) has been regarded as one of the very important topics in consumer research, its effects on other aspects of consumer behavior have been scarcely investigated in the context of health-care service industry. The WOM literature also suggests that it is essential for medical care service organizations in fierce competition to adopt WOM communication as a competitive weapon so as to be able to stay ahead of competition. The goal of this research was set to empirically study various relationships between antecedent variables, WOM acceptance, and purchase of medical care services. Specifically, drawing on the WOM literature, eight antecedents to WOM acceptance were selected first. Based on the relevant literature, seven sets of hypotheses on the relationships among antecedents to WOM, WOM acceptance, purchase intention and purchase of medical services were developed. Data were collected via an on-line survey. A total of 571 out of 600 responses turned out to be usable. The major findings of this study can be summarized as follows: First, 6 out of 8 antecedent variables to WOM acceptance were found to be positively affect WOM acceptance. However, the effects of (1) "newness of technology" pertaining to medical care service characteristics and (2) "involvement in health", one of receiver characteristics, were found to be insignificant. Second, most moderating effects on the relationship between purchase and purchase intention of medical care services were found to be insignificant with one exception. That is, elapse of time was found to be a marginally significant moderator on the relationship between purchase and purchase intention of medical care services. Third, it was found that the higher the WOM acceptance, the higher the purchase intention of medical care services. Finally, the effect of WOM acceptance was found to be particularly strong when WOM contents were perceived as useful and positive. Overall, it seems essential for hospitals to actively adopt WOM communication as a competitive marketing tool if they plan to improve their business performance. In this respect, the current study may serve to improve the business performance of hospitals by way of providing theoretical and empirical evidence on the effects of WOM communication variables on WOM acceptance and medical care service purchase.

• Management & Information Systems Review
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• v.35 no.2
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• pp.167-183
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• 2016

This study has recognized easy payment service as one of the new types of application of information and communication technologies and proposed a modified acceptance intention model by adding perceived risk factor based on the unified theory of acceptance and use of technology(UTAUT) and then explored those variables that effect the acceptance intention of consumers. The results of this study can be summarized as the followings. First, expectation on the efforts, social impact have positive effect on the acceptance intention and perceived risk has negative effect on the acceptance intention but expectation on the efforts and promotion condition were found to have no effect on the acceptance intention. Second, among the factors suggested, social impact was found to have more effect of causing the acceptance intention of users than expectation on the efforts and perceived risk. Third, it was found that there is a significant association between the acceptance intention and use behavior of users of easy payment service. This means that, as was reviewed in the preceding researches, the acceptance intention affects actual acceptance behavior of users either directly or indirectly. Fourth, even though innovation resistance has regulation effect on the relationship between expectation on efforts or social impact and acceptance intention, it was found to have no regulation effect on the relationship between perceived risk and acceptance intention.