• Journal of the Korean Society for information Management
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• v.37 no.3
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• pp.275-299
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• 2020

This study investigates the factors affecting behavioral intention of professors and students at universities to use academic libraries in a hybrid library environment where a traditional physical library is combined with a digital library that is centered on online information use. The structural relationships among factors were also analyzed in this study by utilizing a combined behavioural model which was based on TPB and TAM. This study identified users' intention to use academic libraries according to changes in the use environment, and the findings of this study bring a valuable meaning to library administrators for setting up the strategic plan for the future of academic libraries. The results of this study imply that academic libraries should strategically setup an effective and efficient operating plan based on awareness, attention and cooperation, in order to survive as well as to accomplish balanced growth in rapidly changing environment.

• Journal of dental hygiene science
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• v.17 no.5
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• pp.439-446
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• 2017

The purpose of this study was to investigate the effect of empathic ability and campus life stress on the stress coping behaviors among 395 dental hygiene students. The analysis was performed using PASW Statistics ver. 18.0, and the following conclusions were obtained. The empathic concern factor was the highest in the subscale of empathic ability (3.60). The interpersonal relationship stress was 1.65 and the task-related stress was 2.72. The stress coping behaviors were the highest among the sub-domains, with 3.69 for wishful thinking. The differences of stress coping behaviors according to general characteristics were as follows. The lower the age and grade, the higher the problem-focused coping; when they were religious there was a high pursuit of seeking social support. When they were satisfied with their economic level, wishful thinking was high. There was a low negative correlation between empathic concern and interpersonal relationship stress in campus life (p<0.01). There was a positive correlation between personal distress and task-related stress (p<0.001). The relationship between empathic ability and stress coping behaviors was most associated with personal distress and wishful thinking. Among the sub-domains of stress coping behaviors, factors that have a common impact on personal distress and seeking social support are viewpoint acceptance. Factors supporting emotional focus and wishful thinking were task-related stress. Dental hygiene students are not able to completely eliminate the stress that they are actually under. However, as the research results show, it is necessary to use stress coping techniques to cope effectively with individual tendencies and situations, and to improve the ability to sympathize with another individual.

• The Journal of Korean Association of Computer Education
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• v.8 no.4
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• pp.37-47
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• 2005

Teaching ICT skills in extracurricular activity classes of commercial high school helps to bridge the digital divide of the students at the minimum cost, and gives them a chance of getting ICT-related licenses. The purpose of this study is to identify the determinants of satisfaction and planned behavior toward computer classes, offered as extracurricular activities in commercial high schools. A survey methodology was used to investigate a proposed model of influence, and regression analysis was used to analyze the results. The hypothesized model was largely supported by this analysis, and the overall results indicate that the intention to participate in the class is mostly influenced by the expected social effect, individual impact and playfulness from the class. In addition, it was found that the learning environment influences the level of playfulness and social effect, and that the contents quality has some impact on the level of the ease of study and playfulness. Useful suggestions for promoting computer classes as extracurricular activities in commercial high schools are also provided.

• Journal of Digital Contents Society
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• v.19 no.9
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• pp.1717-1726
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• 2018

This study is for looking into Factors affecting the Intention of using about Fitness Tracker based on IoT by Flow Theory and UTAUT Model. The independent variables of the IoT-based fitness tracker have been selected as Challenge, Skill Factors used in the Flow experience theory and selected the personal characteristics of health perception, enjoyment, Social Influence, and Facilitating Conditions. In addition UTAUT theory was used as parameter of Performance Expectancy and Effort Expectancy and intention of Use behavior was selected as a dependent variable. For verifying research hypothesis, This study collected 126 surveys data and carried out a statistical analysis by Smart PLS. The result shows that new Flow Experience and Personal Characteristic Factors with key variables in the UTAUT Model affect significantly to Intention of using about Fitness Wearable environment based IoT.

• Journal of Agricultural Extension & Community Development
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• v.15 no.4
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• pp.659-681
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• 2008

The purpose of this study is to empirically analyze factors that influence farm managers' intentions to use an agricultural farm management information systems. It focused on "LFcenter System," a leading information system operated by the Rural Development Administration for farm management. Participants of this study are classified into two groups: a group of leading farm managers and a group fo regular farm managers. A total of 192 survey samples on users' intentions are collected; 85 samples from leading farm managers and 107 from regular farm managers. The theoretical background of this study is developed based on Theory of Reasoned Action(TRA), Technology Acceptance Model(TAM), Diffusion of Innovation(DOI), Social Cognitive Theory(SCT), and Theory of Planned Behavior(TPB). Partial Least Squares(PLS) method is used to test a proposed Structural Equation Model(SEM), including nine hypotheses. The differences between two groups are investigated using Smith-Satterthwait test. The findings from this study are: First of all, in terms of average comparison of most variables used in this study, a group of leading farm managers shows higher value that the other group in most cases. Second, hypothesis tests how that "subjective norms", "goal to study", "perceived usefulness", "perceived enjoyment", and "intention to use" significantly influence the intention to use an agricultural management information system in the group of leading farm managers. However, "subjective norms", "goal to study", "perceived ease of use", "perceived usefulness", "perceived enjoyment", and "intention to use" turned out to significantly influence the intention to use an agricultural management information system in the group of regular farms managers. Based on the results of Smith-Satterthwait test, compared with a group of leading farms managers, the impact of "goal to study" on "intention to use" is significantly stronger. On the other hand, in the group of leading farms managers, "perceived usefulness" and "perceived enjoyment" turned out to be main drivers of "intention to use."

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.147-156
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• 2008

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

• 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.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.2
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• pp.228-233
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• 2021

As the number of successful design innovation product cases in business increases, interest in design innovation is increasing. This study aims to examine how the design innovation (functionality, ergonomics, aesthetics) of Bluetooth speaker products affects the customer's preference and purchase intention. It proposes a research model through rational behavior theory (TRA) and technology acceptance model (TAM) for empirical research. The questionnaire was composed of questions to understand the influence of design innovation, favorability, and purchase intention. As a result of the study, functionality, ergonomics, and aesthetics influenced product preference and purchase intention. In order for the innovative product of Bluetooth speaker design to be accepted in the early market, it is most important to form a positive attitude toward favorability centering on function and aesthetics. Favorability is a factor that has the most decisive influence on the purchase intention of design innovation products, and companies must discover and reinforce various factors that positively affect the preference.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.8
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• pp.1238-1247
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• 2022

The e-commerce market is growing faster as demand for non-face-to-face shopping increases due to COVID-19. These changes lead to the expansion of various opportunities for consumers, but companies are required to understand consumer characteristics and reflect them in their sales strategies so that they can be competitive in the market. This study examined how the perceived ease and utility of consumers affect the intention to use the platform according to the technology acceptance model (TAM). As a result, it was confirmed that the price competitiveness, awareness, and ease of use of the platform had a significant effect on the utility. In addition, it was confirmed that there was no moderating effect of user characteristics on the effect of ease of use on the platform intention. These results present important implications for a company's sales strategy, and in future studies, it is necessary to expand the study in consideration of more diverse variables.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.23-45
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• 2011

People could possess different self-identity under virtual world from physical world because of anonymity of the virtual world and this difference could influence their behavior in the virtual world. Based on self-discrepancy theory, this research proposes that continuous use model in self-expression goal. We defined the difference bet ween actual self~identity and ideal self~identity in the virtual world as "self-discrepancy in virtual world", and the difference between actual self-identity in the physical world and actual self-identity in the virtual world as "cross-world self-discrepancy". Before testing hypothesis, we compare the actual self-identity in the online community with the actual self-identity in the physical world, and with ideal self-identity in the virtual world. We derived an index for two different types of self-identity in terms of Personal Self-identity and Social Self-identity through factor analysis. Our results show that online community members have a higher level of ideal self-identity than actual self-identity in online community, and they have better personal self-identity in online community than physical world while a lower level of social self-identity in online community than physical world. The results of the hypothesis testing analysis based on 300 respondents showed that "self-discrepancy in virtual world" negatively influenced perceived usefulness for self-expression while "cross-world self-discrepancy" positively influenced perceived usefulness for self-expression. The perceived usefulness for self-expression and ease of use positively influence both continuous use and knowledge contribution. Specially, the effect of perceived usefulness for self-expression on knowledge contribution is much bigger than the effect of ease of use. This study extends self-discrepancy theory to virtual worlds by suggesting various types of self-discrepancy and by applying the effect of self-discrepancies in online community. Also, this study extends technology acceptance model in the personal goal in terms of self-expression. This study hopes to offer practical insights by suggesting positive effect of self-discrepancy on behavior in the online community.