• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.205-215
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• 2021

The purpose of the study is to investigate the effect of digital literacy, perceived usefulness, and perceived ease of use on Internet users' online purchase intention in Palestine, as well to examine the moderating effect of Internet users' socioeconomic characteristics - age and gender on the relationships between digital literacy and online purchase intention. An extended technology acceptance model (TAM) by including digital literacy was applied in this research. The study applied a quantitative method, where 400 respondents participated in a questionnaire. The collected data was tested against the research framework using the partial least squares (SEM-PLS) method. The findings indicate that digital literacy has a significant effect on perceived usefulness, perceived ease of use, and online purchase intention; there is a significant effect of perceived usefulness on online purchase intention, but not perceived ease of use. On the other hand, socioeconomic variables demonstrate that neither age nor gender moderates the relationship between digital literacy and online purchase intention; in short, age and gender do not condition the intention of the Internet user.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.1
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• pp.202-213
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• 2008

This study set up a relational model and an assumption concerning how consumer innovativeness could affect the usage motive of digital photos and the usage intention of digital photo printing service, by utilizing the theory of Uses and Gratification(U&G) and Technology Acceptance Model(TAM) so as to cope with the changes in market environment and to construct a new business model. The results fur the study were as below First, innovativeness had a positive effect on convenience, entertaining element and sociality in the relational model of overall innovativeness and usage motive of digital photos. Second, it has been noted that innovativeness had a positive effect on the usage intention of digital photo printing service in the relational model between overall innovativeness and its usage intention. Third, it has been demonstrated that convenience, entertaining element, economic feasibility and sociality had a positive effect on its usage intention in the relational model between overall usage motive of digital photos and the usage intention of digital printing service

• The Journal of Information Systems
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• v.27 no.2
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• pp.197-219
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• 2018

Purpose The purpose of this study is to examine what motivates users to adopt one of the emerging applications for collaborative consumption of sharing economy. Using the self-determination theory, motivation theory and TAM(Technology Acceptance Model) as the theoretical framework, this study illustrates important factors that influence adoption of collaborative consumption service. We develops the ICTs(Information and Communications Technologies) initiatives and motivation model to collaborative consumption. Design/methodology/approach This paper makes use of a quantitative methodology using survey questionnaire that allows for the measurement of the eight constructs(System Availability, Contents Quality, Design & Personalization, Security & Privacy, Emotional & Social Value, Economic Value, Attitude, Adoption & Consumption) contained in the hypothesized theoretical model on the basis of the prior literatures. Data collected from a sample of 227 respondents who have used the collaborative consumption services and provided the foundation for the examination of the proposed relationships in the model. Findings This study has the following implications for the users and providers of CC platforms and services. The ICTs initiatives (System Availability, Contents Quality, Design & Personalization, Security & Privacy) are the influential factors that motivate the emotional and social value to CC. On the other hand, The ICTs initiatives (System Availability, Contents Quality) are not very significant factors of economic value to CC. The empirical analysis result indicate that there are significant causal effect among emotional & social value, economic value, and adoption to CC. This study provides important theoretical implications for innovation adoption research through an empirical examination of the relationship between ICTs initiatives, motivation factors to collaborative consumption in the sharing economy.

• The Korean Journal of Food And Nutrition
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• v.28 no.3
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• pp.358-368
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• 2015

The study is focused on analyzing the SNS using characteristics of the people surveyed, as for the SNS acceptance channel of the food service corporations, accounted voluntarily for 71%. The SNS food service information regarding information of menu, location of store, price, coupon, taste evaluation, event, promotion, reservation and store atmosphere was researched. The most preferred information sharing for SNS food service were researched and found Facebook, blog and others in increasing order. The most preferred media to obtain SNS food service information were smart phone, desktop computer and others. The result of verifying differences in the perceived ease of use were also evaluated according to the food service corporation of SNS using characteristics of the people and was found: the longer period of SNS use, longer was access time: more number of visiting times, higher perceived ease of use. As for the difference in the perceived service value: longer the period of SNS use, more preferred was the blog: the more number of visiting times, the higher perceived service value. As for the difference in the online mouth-to-mouth intention: longer the period of SNS use, longer was access time: the more number of visiting times, the higher online mouth-to-mouth intention. Therefore, these research results provide useful implications in the working-level aspects such as providing basic data and the academic approach of the study, when the food service corporations establish marketing strategies through SNS.

• Information Systems Review
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• v.9 no.1
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• pp.23-44
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• 2007

The focus of this research is to investigate which factors are important for the adoption of mobile service and the moderating effects of service types such as hedonic and utilitarian service between those factors and the adoption of mobile service. The empirical results based on the data gathered from 169 users of mobile games and finance service showed that perceived usefulness, perceived ease of use and trust had significant impacts on the adoption of mobile service whereas social influence did not. Also the moderating effect of service type was found that perceived usefulness and trust have more impacts on adoption of mobile service in mobile finance rather than mobile game. Base on these empirical results, this study suggests the managerial implications for mobile service marketing.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.512-523
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• 2019

Contemporary University students are considered the Z generation who were born after 1995. They are more tech savvy than millennials. To target the generation, traditional class management platforms have evolved to smart LMS that is more customized and accessible for smart devices. Global level information search and collaboration can also be implemented using such smart LMS. However, switching from one LMS to another LMS requires great effort from teachers and support from staffs. This study measured the learners' perception of the system when they were exposed to a new smart-LMS. Blackboard Learn Ultra was used for 15 weeks and at the end of the semester, a questionnaire was administered to the students of these classes. Results indicated that experience with previous LMS discouraged students from adopting Blackboard Learn. Result of TAM modeling indicated that perceived usefulness, compared to perceived ease of use and attitude, was an effective aspect to bring positive acceptance of the system. A qualitative approach and network analysis were also conducted based on students' responses. Both positive and negative responses were detected. Inconvenience due to mechanical aspects was mentioned. Dissatisfaction compared to previous local LMS use was also mentioned. Mobile application and communication effectiveness were positive aspects. Revised course development and promoting how useful the system may help enhance the acceptance of the new system.

• Journal of the Korea Society of Computer and Information
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• v.11 no.6 s.44
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• pp.87-97
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• 2006

This study aims to identify the effect that the perceived usefulness and perceived ease of use have on learner flow in e-learning community. Based on literature review and Technology Acceptance Model(TAM), a potential model and five hypotheses were suggested. Questionnaire was carried out among 62 members of one e-learning community for preparatory teacher Cronbach alpha of the questionnaire was.88. The collected data were analyzed through correlation analysis and path analysis. The results of this research are as follows. Three hypotheses were adopted: Perceived usefulness will affect on attitudinal flow, Perceived ease of use will affect on attitudinal flow. and Attitudinal flow will affect on behavioral flow. Two hypotheses were rejected;. Perceived usefulness will affect on perceived ease of use and Perceived ease of use will affect on behavioral flow. The model revised through the results of path analysis had good-fitness. That is. overall fit measures (RMSEA, CFI. NNFI). indexes that show the suitability of the model were quite good. Findings of this study suggested the important strategies for designing e-learning community in order to promote learner flow.

• Journal of Convergence for Information Technology
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• v.8 no.5
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• pp.243-249
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• 2018

This study is to verify the accommodation attitudes and intention of use of the end-users to use the drone distribution delivery service that is to be introduced in Korea. For a research purpose, the research model and hypothesis in this study have been set based on by using the SPSS 22.0. Upon these, the extended technology acceptance model has been used to verify the correlation service of new technology, and the result has shown that the user of drone distribution delivery service has a causal relationship with individual innovation and that the accommodation behavior and intention of use have a causal relationship with economic efficiency and convenience. However, there was no causal relation from a perceived risk. Hence, based on the results of study about accommodation behaviors and intention of use of the end users of drone distribution delivery service, the marketing implications have been provided for commercialization of drone delivery service.

• The Journal of the Korea Contents Association
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• v.14 no.8
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• pp.61-73
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• 2014

While past studies on e-books have mainly focused on the uses and gratifications (UG) and technology acceptance model(TAM), this study rather analysed the innovation resistance factors of adopting the e-book based on the innovation resistance model. The research model comprises of two factors: 1) innovation characteristics which include relative advantages, compatability and complexity, 2) user characteristics which encompass attitudes towards innovation and existing products (i.e., paper books). Using online survey questionnaire, this study examined the effects of those innovation and user characteristics on the innovation resistance, and the relationship between innovation resistance and intention of adoption. The results showed that complexity and attitude towards existing products affected the innovation resistance which has negative influence on the intention of adoption. Accordingly, it is necessary to improve the ease of use in the whole process from purchase to reading experiences, and highlight e-books' own interactive features and functions which are perceived as different from paper-book user experience.

• Asia pacific journal of information systems
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• v.22 no.4
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• pp.7-29
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• 2012

Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.