• The Journal of Information Systems
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• v.29 no.2
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• pp.51-69
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• 2020

Purpose Today, the increasing of internet use and the expansion of internet range provide us with many opportunities. Therefore, this study examine relation of perceived ease of use, perceived playfulness, perceived risk, perceived usefulness based on previous studies. And we examine the effect of O2O service satisfaction on continuous use intention. Also, we studied the relationship between perceived ease of use, perceived playfulness, perceived risk, perceived usefulness according to user innovation. Design/Methodology A Structural Equation Model(SEM) method was used to test the theoretical framework based on a sample of 451 respondents who have experienced the O2O service. Factor analysis and confirmation factor analysis was conducted to check the reliability, convergency validity and discriminant validity. To test moderating effect of the user innovation, multi group analysis was conducted. Findings First, perceived ease of use, perceived playfulness, perceived risk have significant effects on perceived usefulness. Second, perceived usefulness of O2O service have a positive effect on satisfaction. Third, satisfaction of O2O service have a positive effect on continuous use intention. The relationship that perceived ease of use, perceived playfulness, perceived risk affect perceived usefulness is differ depending on user innovation. Based on these findings, this study suggested to marketing practitioners the need for different approach by a user innovation.

• Management & Information Systems Review
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• v.32 no.5
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• pp.19-43
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• 2013

The diffusion of new technology has traditionally focused on the adoption perspective. Researchers refer this use-diffusion paradigm to behaviors of use after adoption. This study intends to analyse the influential factors of use-diffusion and continual use of website and applications in medical service. To achieve this a use-diffusion model as a conceptual frame work is suggested. Medical information quality, personal innovativeness and subjective norm are assumed as antecedent variables medical website and application's rate of use, variety of use, and continued use intention as result variables. According to the empirical study results medical information quality, web based application usability, personal innovativeness, and subjective norm have a meaningful influence on medical service consumer's use-diffusion patterns. Also pattern of use influences the continued use intention. This study provides an opportunity to understand medical service consumer's behavior after website and application use adoption and suggests further directions for establishing medical service online marketing strategy by determining influential factors of use-diffusion and continued use of medical online marketing tools.

• Journal of Information Technology Applications and Management
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• v.26 no.3
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• pp.99-120
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• 2019

The purpose of this study is to provide information necessary for establishing a new strategy for customer service improvement by deriving factors affecting user satisfaction and continuous use intention of mobile app service user characteristics, system characteristics, and social characteristics. The results of this study are summarized as follows. First, reliability, innovation, familiarity, convenience, and self-efficacy among the characteristics of mobile app are analyzed as factors that have the greatest influence on user's perceived usefulness. Second, convenience, mobility, and visibility are some of the characteristics of mobile app service. Third, identity, security, and expectation agreement among mobile app service characteristics are analyzed as negative factors that do not affect users' perceived usefulness. Fourth, interactivity, familiarity, and self-efficacy among the characteristics of mobile app service were analyzed as positive factors that have the greatest effect on user's perceived ease of use. Fifth, reliability, mobility, visibility, and convenience among mobile app service characteristics are analyzed as factors that have some positive effects on perceived ease of use of app users. Sixth, identity, innovation, and security among the characteristics of mobile app service are negatively influenced by mobile app users' perceived ease of use. Seventh, the perceived usefulness of mobile app users is analyzed as a factor that has a very positive effect on user satisfaction. Eighth, the perceived ease of use of mobile app users is analyzed as a factor affecting perceived usefulness positively. Ninth, the perceived ease and expectation of mobile app users are positively influenced on user satisfaction. The tenth, the perceived usefulness of the mobile app users was analyzed as a factor having a very positive influence on the persistent intention to use. For the eleventh, the perceived ease of use of mobile app users was analyzed as a factor having a positive effect on the persistent intention to use. The twelfth, mobile app user satisfaction was analyzed as a factor having a very positive effect on the persistent intention to use.

• The Korean Journal of Health Service Management
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• v.11 no.4
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• pp.77-88
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• 2017

Objectives : To examine the factors associated with the use of the prenatal care services provided by the Ministry of Gender Equality and Family by married migrant women in Korea. Methods : We employed data from the 2015 Nationwide Multiculturale Family Survey. We selected 19- to 39-year-old married immigrant women with children aged 5 years or less for the study (N=1,579). We included four predisposing factors, six enabling factors, and two need factors based on the Andersen's Health-care Utilization Model. Results : Only one third of married immigrant women(31.6%) used prenatal care service and 45.9% of them reported prenatal care service needs. Area of residence, country of birth, and Korean language proficiency were significantly associated with prenatal care service use. Further, age, country of birth, length of time in Korea, household income, and discrimination experience were significantly associated. Conclusions : Findings suggest the need to develop strategies to improve accessibility to prenatal care service use especially for married immigrant women from developing countries, low-income families, having poor Korean language proficiency or having discrimination experience.

• The Journal of Information Systems
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• v.23 no.1
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• pp.73-91
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• 2014

Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for 'me2day' that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.

• Journal of Broadcast Engineering
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• v.26 no.5
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• pp.583-591
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• 2021

This paper explores variables that influence the prediction of OTT service experience and free(AVOD)/ paid(SVOD) service use. Research results showed that five variables such as gender, age, personal income, household composition, and e-commerce use experience had a significant impact on identifying OTT service experience and whether to use free or paid services. Also, it was found that the probability of using SVOD increases as they prefer news and drama genres and use OTT services for more time. In summary, those who are relatively young, have a high personal income, and are more adapted to digital environments such as e-commerce are more likely to use SVOD.

• Journal of Distribution Science
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• v.20 no.10
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• pp.105-117
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• 2022

Purpose: The digital healthcare business is rapidly growing due to the COVID-19 pandemic, and the medical service platform business based on smartphone apps is globally expanding. This study targeted medical information online to offline (O2O) platform users in the medical service field. It verified the effect relationship revealed in the continuous use intention of the platform with the mediation of platform quality components, namely perceived benefits, flow experience, and use satisfaction. Research design, data and methodology: Based on previous studies, three medical information O2O platform quality components, namely system quality, information quality, and service quality, were defined. And the questionnaire survey was carried out targeting 359 leading medical information O2O platform users in Korea. Results: As a result of the analysis, it was confirmed that system quality and service quality had a positive (+) effect on satisfaction and continuous use intention with the mediation of perceived benefits and flow experience. Meanwhile, information quality had a negative effect (-) on perceived benefits and flow experience and did not affect use satisfaction and continuous use intention. Conclusions: Consequently, it was ascertained that the system quality and service quality affecting user behavior and experience were more significant factors than information quality to medical information O2O platform users from the medical service aspect.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.273-280
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• 2014

This study deals with the digital policy proposal through the study about the relation of the sustainable use and the addiction to social media such as facebook. Researcher tried to figure out the antecedents and consequence factors about the service addiction recognized by the social media users and to obtain the measures for the sustainable use of service and the implications for the prevention of addiction. Research results showed that 1) the individual innovation had an effect on the service satisfaction, the addiction, and the sustainable use, 2) the service satisfaction influenced on the addiction and the sustainable use, 3) the perceived service addiction had a reverse effect on the sustainable use. This is described that user's addiction recognition is the obstacle of sustainable growth in service. The proposed policy of this research is summarized as the following two. 1) When the users act the addictive using behavior, service provider has to pay attention to user's withdrawal from the service because of their addiction. 2) The government should offer healing facilities, service etc. for the addicted users and the prevention of the service addiction when they recognized their discomfort.

• Journal of Korean Society for Quality Management
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• v.39 no.1
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• pp.155-166
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• 2011

In this research, we study on to find the inter-relation among education service quality and customer satisfaction and re-use focusing on E life-long education center. Education service quality consists of four factors such as training center's facility, trainer, employee's service and operating service. As like the results of this research, we found that three factors of education service quality such as facility, trainer and operating service give a positive effect to customer satisfaction and also we found that customer satisfaction gives a positive effect to re-use.

• Journal of Information Technology Applications and Management
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• v.17 no.1
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• pp.107-125
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• 2010

The purpose of this research is to identify the critical factors influencing on the continuous use of video telephony service for mobile devices. An empirical analysis has been performed by using service quality, brand image, price, fun as influencing factors, and satisfaction and commitment as mediating factors. The partial least squares(PLS) methodology with 228 questionnaires has been conducted. The results indicated that brand image, price, and fun were mediated by satisfaction and commitment to have a statistically significant influence on continuous use of video telephony service. Service quality showed a significant effect on continuous use mediated by satisfaction while it did not show any influence through commitment. Based on the results, companies in the communication service industry should consider and focus on the improved brand image, appropriate fees, and individual preferences for fun for the successful marketing activities, and should also maintain amicable relations with their customers.