• The Journal of Society for e-Business Studies
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• v.11 no.1
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• pp.25-52
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• 2006

This study focuses on customer perception of security control under Internet banking environment Internet banking customers' understanding of security control is insufficient. They are not fully aware of security technologies for Internet banking. Moreover, they cannot know which control is implemented and maintained on an Internet banking site when visiting the site. This study, therefore, attempts to find the impact of customer perception of security control on Internet banking acceptance. The research model is based on the TAM (Technology Acceptance Model), and introduces trust as an additional belief. Trust has been investigated in the marketing area, and begins to be focused in e-business area. A Web survey of Internet banking users collected 845 cases. Statistical analyses, using SEM (Structural Equation Modeling), partially supported the hypotheses that perceived strength of security control has an impact on three beliefs: trust, perceived usefulness, and perceived ease of use. We also verified the impact of these beliefs on attitude toward using, on behavioral intention to use, and on actual use. It is, therefore, verified that perceived strength of security control is a determinant of Internet banking acceptance.

• Journal of the Korea Convergence Society
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• v.12 no.11
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• pp.53-67
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• 2021

According to statistics, the number of mobile payment users in China shows an increasing trend year by year. However, less than half of people over 60 years old use mobile payment. The purpose of this study is to explore the reasons for the low usage rate of mobile payment platforms among the elderly in China. Through literature research, questionnaires and interviews, the author found that the main obstacle for the elderly in China to use mobile payment platforms is acceptance barrier. Then, the user experience research method and technology acceptance model (TAM) were combined to construct a new research model and five hypotheses affecting acceptance behavior in the model were summarized. Finally, the Analysis of Covariance(ANCOVA) was used to test the hypotheses and found that satisfaction (SA), perceived usefulness (PU) and job relevance (JR) had significant coefficients of 0.001, 0.000 and 0.004 respectively, all of which were less than 0.05 and therefore had a significant effect on acceptability. The other two elements, perceived ease of use (PE) and self-efficacy (SE), did not have a significant effect on acceptability. Ultimately, a new user experience acceptability model was constructed to provide theoretical support for mobile payment platform developers and designers to develop products from the acceptability perspective, so as to develop more mobile payment methods suitable for elderly users and improve the acceptance of mobile payment by the elderly.

• Fisheries and Aquatic Sciences
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• v.26 no.2
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• pp.105-116
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• 2023

Improved fish post-harvest technologies (IFPT) have been promoted as more efficient methods of fish processing, preservation, and value addition than the traditional methods prevalent in developing countries. The adoption rates, however, do not appear to be convincing. The purpose of this study was to determine the socio-demographic and psychological factors that influence intention of Kenyan farmed fish traders to use IFPT. The technology acceptance model (TAM) was used to properly explain the impact of TAM constructs such as perceived usefulness (PU), perceived ease of use (PEOU), and attitude (ATT), as well as socio-demographic factors such as gender, age, education level and fish trading experience on traders' intention to use the technologies. A cross-sectional survey was conducted to collect data using a semi-structured questionnaire from 146 traders in Busia, Siaya and Kakamega counties. At a significance level of p = 0.05, a linear regression model was used to examine the socio-demographic and psychological determinants of the traders' behavioral intention to use the improved technologies. The regression analysis revealed that PU (β = 0.443; p = 0.000), PEOU (β = 0.364; p = 0.000) and ATT (β = 0.615; p = 0.000) influence traders' intention to use IFPT, with ATT having the highest influence on intention. However, the traders' socio-demographic characteristics have no effect on their intention to use the technologies, as the coefficients for gender (β = 0.148; p = 0.096), age (β = 0.016; p = 0.882), level of education (β = -0.135; p = 0.141) and fish trading experience (β = 0.017; p = 0.869) are all insignificant. These findings show that the traders intend to use IFPT and will use them when it is in their best economic interests.

• Korean journal of communication and information
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• v.52
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• pp.177-202
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• 2010

IPTV has been drawing attention as a representative convergence media. The analysis of the convergence media, as like IPTV, requires an investigation into the use perception and multidimensional factors. So this research examines the IPTV usage, based on the Technology Acceptance Model. The analysis was made with the 500 users, based on the online survey. The first results is concerned with the user characteristics. A positive influential relationship between the user characteristics and use perception was confirmed, along with the individual attribute and environmental influence. The second, 'perceived ease of use' was found to positively influence 'perceived usefulness' and 'perceived playfulness'. This finding suggests that it is an important diffusion strategy to enhance the ease of use of IPTV. The third is the emphasis of playfulness of IPTV. Since IPTV is multimedia, playfulness played a significant role in diffusing IPTV. The application of the TAM to the media analysis of IPTV, which reflects the environments of the convergence media and use perception, was successful in drawing a significant outcome.

• Journal of Korea Society of Industrial Information Systems
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• v.11 no.4
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• pp.47-65
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• 2006

The application of the ERP system is becoming more common to the businesses since a firm needs to reinforce positive competitiveness and to maintain competitive advantage. The ERP system is an enterprise integration solution that converts the whole business processes through information technology. Extant research provides plenty of results about the success factors of the ERP system; however, most of the researches focus on the exterior factors such as techniques rather than on the influences that a firm's employees' individual personality has in accepting the information technology of the ERP system. The objective of this study is to investigate the role of the employees' individual personality as a factor that makes the ERP system a success. The surveys--composed of the extent of information technology acceptance about the personality type of MBTI (Myers-Briggs type indicator) and the ERP system--were given to the companies applying the ERP system The personality type of MBTI is measured by 4 types of Myers, and Davis's TAM (technology acceptance model) is used for the information technology acceptance. The results of this study are summarized as follows. First the extraversion and the judging in the personality types of MBTI have a significant influence on the information technology acceptance of the ERP system. However, the thinking and the feeling in the personality types of MBTI were analyzed to not have a critical affect on the ERP system acceptance. Second as verified in the extant research the information technology acceptance verification related to the ERP system has a significant influence on perceived ease of use, perceived usefulness, behavioral intention and actual usage of the ERP system. The results of this study can be used for a successful application of the ERP system as follows. First it offers foundation of perception that the type of the individual personality is a significant key figure for the successful use of the ERP system. Second it provides a basis for the knowledge of combining the model of information technology acceptance and the psychological factors.

• Journal of Agricultural Extension & Community Development
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• v.21 no.2
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• pp.29-56
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• 2014

This study conduct for 200 farmhouses who didn't accept new technology like mulberry Protected Cultivation. Through research model combined Innovation diffusion theory(IDT) and Technology Acceptance Model(TAM), it analysed which factors affect for new technology acceptance and diffusion. To verify relations between external factors which affect new technology acceptance and diffusion by endogenous variables such as perceived usefulness, perceived ease of use and perceived riskiness, with external factors, mothed used to analyse it. Most of adopted variables were showed positive results except for individual innovativeness and reliability. Based on the results of these analyses, we can suggest rapid. First, technique diffusion agents should have heighten the level of expertise and technology, and build up the network to solve difficulties with technique supply with mulberry farmhouses. Secondly farmhouses of mulberry outdoor cultivation showed positive attitude protected cultivation, but negative attitude it bacause of the burden of facilities investment. Thus, it is needed to capital investment for individual farmhouse hold. Finally, through cultivation technology education, field trip about mulberry protected cultivation, we can diffuse technology receive for negative farmers.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.521-534
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• 2017

In 2013 the Netflix, an OTT in USA, launched all at once 13 episodes of the House of Cards season. Binge-watching is the word which means watching continuously 2~6 episodes of a TV program with one sitting, the new normal of TV watching behavior, cultural and social currents all over the world. This study has analyzed the factors and motivations which affect to the persistent intention to use binge-watching. It conducted an online survey from 333 Quota sample from Korean age groups between 20th~60th with 81 questionnaires. The 5 groups were induced as motivation factors to binge-watching. The 3 groups which consisted of , , are affecting as positive to intention to use binge-watching. But the other 2 groups which are and doing as negative. The survey has shown that the persistent intention to binge-watching is affected by ages more younger, whom doing binge watching more frequently, whom estimating more higher to the conceived usefulness to use. As a theoretical model, expanded technology acceptance model was adopted and US drama House of Cards. This study could promote the next generation contents planning and S-VOD service industry.

• The Journal of Society for e-Business Studies
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• v.15 no.3
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• pp.99-129
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• 2010

The objective of this research is to identify the factors which influence users' intention to use mobile Internet. There are lots of researches based on Technology Acceptance Model trying to identify the factors which have influence on accepting mobile Internet and its related services. These researches, however, have some limitation in the sense that they focus only on the features of mobile Internet itself while users make overall decision after the comparison of a new service channel with existing service channels in many directions. Therefore, we are going to analyze the impact of users' perception on the difference between mobile and stationary Internet toward their intention to use mobile Internet. We identified the features like ubiquitous availability, context awareness, compatibility, friendliness, and economic value from literature review and developed a structural model about the impact of users' perception on the differences of these features between mobile and stationary Internet toward their intention to use mobile Internet through mediate variables such as perceived ease of use, perceived playfulness, and perceived usefulness. After that, we conducted an experimental analysis for the model, and addressed a solution to rev up the usage of mobile Internet based on the results of the analysis.

• Management & Information Systems Review
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• v.30 no.4
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• pp.117-146
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• 2011

The objective of this study is to investigate factors influencing user's intention to use by expanding TAM(Technology Acceptance Model). Based on this model, this study developed a comprehensive model and user's motivation factors such as extrinsic and intrinsic motivation to describe their intention to accept WCDMA service. For this purpose those who have subscribed to and use the current mobile communication service - all of whom were 13 to 49 years old living in Seoul or other large cities - were surveyed. Structural equation model was conducted to identify and validate the relationship of overall variables relating to mobile service acceptance. The analysis results indicate that intrinsic motivations in mobile service acceptance process have significant impacts on perceived usefulness and perceived ease to use. The results of this study also proposed the way to boost mobile service user's extrinsic and intrinsic motivation for coming up with strategies on how to improve effectiveness of communication and marketing. Future directions and limitations are also discussed.

• Journal of Korean Library and Information Science Society
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• v.53 no.1
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• pp.231-263
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• 2022

The understanding and capability to utilize artificial intelligence (AI) incorporated technology has become a required basic skillset for the people living in today's information age, and various members of the university have also increasingly become aware of the need for AI education. Amidst such shifting societal demands, both domestic and international university libraries have recognized the users' need for educational content centered on AI, but a user-centered service that aims to provide personalized recommendations of digital AI educational content is yet to become available. It is critical while the demand for AI education amongst university students is progressively growing that university libraries acquire a clear understanding of user intention towards an AI educational content recommender system and the potential factors contributing to its success. This study intended to ascertain the factors affecting acceptance of such system, using the Extended Technology Acceptance Model with added variables - innovativeness, self-efficacy, social influence, system quality and task-technology fit - in addition to perceived usefulness, perceived ease of use, and intention to use. Quantitative research was conducted via online research surveys for university students, and quantitative research was conducted through written interviews of university librarians. Results show that all groups, regardless of gender, year, or major, have the intention to use the AI-related Educational Content Recommendation System, with the task suitability factor being the most dominant variant to affect use intention. University librarians have also expressed agreement about the necessity of the recommendation system, and presented budget and content quality issues as realistic restrictions of the aforementioned system.