• 디지털융복합연구
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• 제20권5호
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• pp.187-195
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• 2022

기술의 발전과 코로나 시국으로 인한 감염 방지를 위해 사회적 거리두기가 일반화되면서 비대면 서비스의 수요가 크게 늘었다. 본 연구는 디지털 리터러시와 비대면 서비스 지속사용의도 간의 매개변수와 조절변수를 살펴보았다. 연구 결과, 디지털 리터러시는 지속사용의도에 유의미한 영향을 주는 것으로 나타났다. 특히, 자기 효능감과 만족은 디지털 리터러시와 지속사용의도의 사이에 매개역할을 했다. 본 연구에서는 만족과 자기효능감이 디지털 리터러시와 비대면 서비스 지속사용의도 사이의 중요한 매개변인으로 작용할 수 있는지 검증함으로써 비대면 서비스 저변 확대에 기여하는 데 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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• pp.1-21
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• 2023

Purpose The purpose of this study is to investigate the intention of early application users in consideration of the characteristics of digital finance-based MyData service users. It is expected that user characteristics will affect the intention to use MyData service, which has not yet been advanced, and accordingly, it will examine how the characteristics of the initial users of MyData service and the intention to use it are connected. Design/methodology/approach The model used in this study is a value-based adoption model (VAM), and a lot of research has been conducted on information technology and online user acceptance and continuous use intention of online users. VAM has been proven useful through empirical analysis in many studies. The value-based acceptance model is a method of analyzing the intention to use Benefits and Sacrifices as the main elements of perceived value. It can be said to be a model that can analyze the benefits of use and the sacrifices to be made. Findings According to the analysis results of this study, it was found that usefulness, enjoyment, and reliability, which are the benefits of MyData service apps, had a positive effect on perceived value, which is partially consistent with existing research results. However, it was found that complexity, which is the sacrifice of MyData service apps, negatively affects perceived value and security has no negative impact. The results of security are considered to be complementary to financial institutions because MyData service deals with financial data based on personal information, and the research hypothesis is rejected because users' demands are relatively low. Therefore, MyData service apps should do more to increase benefits (usefulness, enjoyment, and reliability) than to reduce sacrifice (complexity) to users.

• 지식경영연구
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• 제20권4호
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• pp.99-118
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• 2019

Online financial counseling services are increasingly expanding with the rise of artificial intelligence-based chatbots. It is very important to examine the effects of emoticons noted as alternatives for communicating emotions in online communication between consumers and companies. In this paper, we examine how the use of emoticons affects the consumer's response and investigate the moderating roles of type of counseling agents (human vs. chatbot) and the consumer's subjective financial knowledge. The results show that the use of emoticon in the conversation brings a positive effect on the consumer's intention to use of online chat counseling service. When participants had relatively low subjective financial knowledge, they had higher intention to use online chat counseling services with emoticons only when the agent type was chatbot. When the type of counseling agent was human, this positive effect of the emoticon did not occur. On the other hand, when participants had relatively high subjective financial knowledge, they had higher intention to use online chat counseling service with emoticons only when the agent type was human. This study contributes to providing practical implications to build online chat counseling service using chatbot in the financial industry by studying users' intention depending on the type of agents and the level of their subjective knowledge.

• 산경연구논집
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• 제9권4호
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• pp.43-52
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• 2018

Purpose - The purpose of this article is to examine the effects of perceived value, satisfaction, and continued use intention of e-service Quality of taxi-booking apps. Research design, data, and methodology - The questionnaire was created to examine every relevant variables to practical and theoretical implications. The pilot survey was conducted for 15 days from April 7^th to April 21^st in 2016. Their total numbers were 354 surveys. But 330 copies were used for the analysis except 24 of them. To make a more effective analysis, several analysis tools and analysis programmes were used, such as IBM SPSS and AMOS. Results - The results are as follows. First, all variables of e-service quality except safety make influences on perceived value. Second, e-service quality except safety makes influences on satisfaction. Third, perceived value makes influence on satisfaction and on intention of continued use. Fourth, satisfaction makes influence on intention of continued use. Conclusions - First, 5 variables are very limited. more valuable variables are need to test with this model. Second, this study was conducted only in China. So there may be possible to the representatives. To use this model for better analysis and application abroad, more characteristics and strategic factors should be considered like the local culture of a particular country, attributes for different environment etc.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.393-400
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• 2020

Banking service is provided by a bank that allows its customers to conduct banking transactions and so the purpose of this study was to identify the factors that influenced the behavioral intention to accept and use banking services in Vietnam. The research methodology was implemented through two steps: qualitative research and quantitative research. Qualitative research was conducted with a sample of 30 people. Quantitative research was carried out as soon as the question was edited from the test results with a sample of 217 customers living in Ho Chi Minh City, Vietnam. The research model was proposed from the studies of the behavioral intentions to accept and use banking service. The reliability and validity of the scale were evaluated by Cronbach's Alpha, Average Variance Extracted (Pvc), and Composite Reliability (Pc). The model selection of AIC showed that the behavioral intention to accept and use banking service was impacted by four components. The outcomes showed that the model of research intended to accept and use banking services in Ho Chi Minh, Vietnam showing the effects of 4 scales is built as perceived ease of use, trust, social norm, and innovation about banking services.

• 한국IT서비스학회지
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• 제18권4호
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• pp.97-113
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• 2019

With the development of sensor, communication and intelligent software technology, expectation of IoT-based service which can receive desired service automatically and anytime, anywhere is getting higher. In addition, IoT-based services have begun to anticipate the development of a hyper-connected society. Despite these expectations and anticipations, few studies have empirically identified ways to improve the intentions of prospective customers to use IoT-based services. Therefore, the purpose of this paper is to propose a theoretical model that can explain the factors that determine the intention of using IoT-based services. In addition, this study investigates what factors affect the intention to use IoT-based services focusing on the connectedness. Especially, perceived connectivity with the (virtual) community, unlike the connectivity with the machines, is newly proposed, to understand the IoT technology adoption behavior. The empirical results suggest that social relationship is one of the critical factors to affect the use of services running on interconnected technology such as IoT. When IoT-based service is recognized as a link to other communities, it has been found to have a positive effect on intention to use via perceived belongingness.

• 무역상무연구
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• 제51권
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• pp.441-464
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• 2011

It is childhood yet in uTradeHub system practical use. According as company's necessity of cost-saving is increased according to trade terms aggravation such as uncertainty of international money market, commodities prices rise, necessity of e-trade practical use in company is increased. Use is inevitable by state that link with e-Nego and e-B/L service with related presentation e-L/C banks is not made. At the present users are doing specification only service this main point, and practical use activation through public information and marketing about service is needed situation because most of, companies which is not using service, do not know about existence availability of uTradeHub system, usage, availability. This study presented five such as early materialization of user center's link and integration, medium and small enterprises e-trade participation extension, utilization ratio raising through government's public information, e-trade cooperation business activation between the country, electronic documents standardization etc. by prompting competition about practical use of uTradeHub system.

• 한국IT서비스학회지
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• 제8권1호
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• pp.11-27
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• 2009

Recently, IPTV attracts great attention along with the digital convergence of communication and media technologies. This study examined critical factors on the consumer's continued use of the IPTV service. Based on the expectation-confirmation theory and the innovation diffusion theory, we derived nine key factors in the research model-relative advantage, compatibility, ease of use, image, diversity of contents, interactivity, monetary value, social influence, and user satisfaction. Using the partial least square method, we found that content diversity and compatibility have a significant indirect effect on the continued use of the IPTV service via user satisfaction, and user satisfaction and social influence also have a significant direct impact on the IPTV use. These findings not only provide practical insights on the consumer acceptance of new technology-converging services, but also help managers to plan their marketing strategies better.

• 한국응급구조학회지
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• 제12권1호
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• pp.5-15
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• 2008

Purpose : Centering on users(patients) who are offered the patient transport service by the emergency medical service system in our country, the use and satisfaction are analyzed with the transport service in 119 Emergency Medical Service System and Private transport agent. Results : 1. As for personnel in ambulance cars, 119 emergency staff showed a higher boarding rate of the first-class emergency medical technicians than private transportation centers : 48.4% and 17.7%, respectively. 2. Private transportation centers showed higher user satisfaction with transportation service than 119 emergency staff, which was not statistically significant. 3. As for the case that needs to receive the transport service in the future, the ratio with the will to use 119 Emergency Medical Service System(70.9%) was indicated to be much higher than the ratio of the private transport agent(29.1%). Suggestions : First, Centers transporting first-aid patients should essentially secure a sufficient number of first-class emergency medical technicians as professional emergency medical staff to reinforce qualitative improvement in emergency medical service. Second, It is necessary to establish a systematic monitoring system and develop educational programs in order to enhance satisfaction with the use of 119 emergency staff. Third, the government or the local government needs to positively support and guide the private transport agent, which is in charge of the public medical service.

• 한국IT서비스학회지
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• 제16권4호
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• pp.197-212
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• 2017

This study aims to investigate factors affecting the intention of continuous use of O2O service by referring new media adoption theory and value-based acceptance model for movie ticketing services. For this study, a questionnaire survey was conducted for users of tickets ticketing service of the cinema online (including mobile) within the last 6 months. A total of 500 copies was collected and 404 copies were analyzed excluding 96 copies because of errors. As a result of the analysis, the ease of use and service ubiquity has a positive effect on perceived functional value and perceived emotional value, and usability has a positive effect on perceived functional value. Compatibility and trialability has a positive effect on both perceived functional value and emotional value. Previous experience has a positive effect on both perceived functional value and perceived emotional value, and inertia has negative effect on perceived functional value. Finally, the perceived emotional value has a positive effect on the intention to continuous use, but perceived functional value appeared to have no significant effect. This study shows a theoretical implication for new technology-based services such O2O. It was suggested to establish a practical marketing strategy and help to activate the O2O service field.