• Journal of Distribution Science
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• v.15 no.4
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• pp.69-78
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• 2017

Purpose - The study was AI as exploratory study on artificial intelligence (AI) shopping information services, to explore the possibility of a new business of the distribution industry. For research, we compare to IBM of consumer awareness surveys an AI shopping information service for retailing channel and target goods group. Finally, we present to service scenario for distribution service using AI. Research design, data, and methodology - First, to identify possible the success of the information service shopping using AI, AI technology for the consumer is very important for the acceptance of judgement. Therefore, we explored the possibility of AI information service for business as a shopping. The experimental data were used to interpret the meaning of the relevant literature and the IBM Institute of Business Value (IBV) Report 2015. This research is based on the use of a technical acceptance model (TAM) to determine whether the consumer would adopt the 'AI shopping information service' technology. Step 1 of the process assumes that the consumer adopts AI technology. In step 2, consumers find their preference channels and goods targeted at them as per their preferences. Finally Step 3, we present scenario for 'AI shopping information service' based on the results of Step 1 and 2. Results - Consumers have expressed their high interests in the new shopping information services, especially the on/off line distribution channels can use shopping information to increase the efficiency in provision of goods. Digital channel (such as SNS, online shopping etc.) is especially high value goods such as cars, furniture, and home appliances by displaying it to an appropriate product group. Conclusions - The study reveals the potential for the use of new business models such as 'AI shopping information service' by the distribution industry. We present seven scenario related AI application refer from IBM suggestion, and the findings would enable the distribution industry to approach target consumers with their products, especially high value goods. 'Shopping advisor' is considered to the most effective. In order to apply to the other field of the distribution industry business, which utilizes AI technology, it should be accompanied by additional empirical data analysis should be undertaken.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.57-72
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• 2016

Sharing economy services are expanding, as the efficiency of the resources is enhanced by sharing the resources of the individual consumers and also the direction of consumption is changed to fulfill needs of individual. Therefore, this paper develops the empirical analysis model by considering the features of sharing economy services, and conducts study by utilizing the extended TAM by adding price sensitivity, reliability and perceived enjoyment to TAM in order to analyze the factors that affect the use intention of sharing economy services and to reflect the distinctiveness of sharing economy services. The results of the analysis showed that price sensitivity, self-efficacy, technology innovation, reliability, perceived usefulness, perceived ease of use, perceived enjoyment and use intention are affected in different ways. This study is able to provide clear understanding for use intention of sharing economy services, also implications for expanded use intention to the consumers.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.113-121
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• 2019

The purpose of this study is to identify belief variables of kiosk that affect satisfaction and recommendation intention by applying vertically extended technology acceptance model (TAM). As results of this study are as follows. Firstly, the perceived usefulness and perceived ease of use have an impact on satisfaction statistically. Second, the perceived usefulness and perceived enjoyment of the kiosk showed a positive(+) influence on the recommendation intention. Third, users who satisfied with kiosk service have strong recommendation intention to their friends, family and colleagues so on. These findings support that the usefulness and usability of the new information technology identified in the existing technology acceptance model is a key variable affecting user reactions (satisfaction and recommendation intention). Additionally, the perceived enjoyment is an important factor as new belief variable for explaining the formation of recommendation intention through satisfaction of kiosk service. The results of this study contribute to verifying the empirical model between the belief variables(perceived usefulness, perceived ease of use, perceived enjoyment) and the recommendation intention.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.454-468
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• 2015

The purpose of this study is to investigate the relationship between product attributes of smart device and user acceptance of technology. Moreover, the authors examined mediating effect of utilitarian and hedonic motivation between product attributes and user acceptance. Previous researches focused on user attitude and behavior intention of new technology based on Technology Acceptance Model(TAM). However, differently from previous researches, which are focused on user attitude like perceived usefulness and perceived ease of use, this research emphasized the relationship product attributes such as product functionality, design, and convenience and user motivation both utilitarian(effort expectancy and performance expectancy) and hedonic motivation(perceived enjoyment) according to UTAUT model. The results shows that 3 motivation variables(effort expectancy, performance expectancy, and perceived enjoyment) have positive impacts on user acceptance intention of smart device. product design has positive relationship to perceived enjoyment and product convenience has positive relationship to both effort and performance expectancy. Furthermore, 3 motivation variables play a full mediation between product attributes and user acceptance intention of new technology. However, product functionality has no relationship to both effort and performance expectancy. Research contribution, implications, and further research directions are discussed at the end of the paper.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.796-805
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• 2016

This study aimed to investigate the influence of the various factors ICT Convergence of Sports Game device on user satisfaction and intention to reuse. For this goal, based on the review of literature and the Extended Technology Acceptance Model, a research model was constructed that consists of playfulness, usefulness, convenience. The proposed model is analyzed to target 271 customers in Daegu National Science Museum experienced ICT Convergence Sports Game Device using Smart Partial Least Square(PLS) 2.0. The result of hypothesis testing are as follows. First, Playfulness, Usefulness, Convenience showed positively significant impact on Game satisfaction. Second, Game satisfaction positively influenced Reuse Intention. Thus, based on the results of the study, ICT Convergence of Sports Game Device seems to help in the development of a contents.

• 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 Digital Convergence
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• v.9 no.6
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• pp.217-229
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• 2011

Conventional IT device has been evolving into smart device based on more powerful computing, the adoption of platforms, and next generation networking. There are not many empirical studies with regard to the early adoption stage of smart IT technology devices. This paper aims to investigate intention to use smart device based an extended technology acceptance model (TAM) with flow empirically. We get the results that there are positive influences among multidimensional user characteristics and flow, perceived usefulness and the intention to use. According to this results, companies which want to dominate the market in advance should understand the characteristics of potential consumers in developing marketing strategies and contents.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.4
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• pp.67-79
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• 2013

A meta-analysis is a statistical literature synthesis method that provides the opportunity to view the research context by combining and analyzing the quantitative results of many empirical studies. The technology acceptance model (TAM) has been the subjects of a great deal of MIS research in the last two decades and now also has been continuously studied. Recently, the convergence of knowledge information society and information telecommunication technologies has a rapid impact on politics, economics and various fields. The biggest issue in the information communication and information systems fields is smart. Therefore, we conducted a meta-analysis research on the behavioral intention of smart phone users based on technology acceptance model. Also, this study was targeted a total of 50 research papers that are setting up the causal relationship in TAM among the research papers published in domestic academic journals since 2005. The result of the meta analysis, showed that the effect size was 0.48 in the path from perceived usefulness to behavioral intention, it showed that the effect size was 0.46 in the path from perceived ease of use to behavioral intention. And, it showed that the effect size was 0.46 in the path from perceived ease of use to perceived usefulness. Also, it showed that the effect size was 0.61 in the path from attitude to behavioral intention. Based on the results, it was discussed the difference through comparative analysis with previous research.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.254-257
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• 2013

A Meta-analysis is a statistical literature synthesis method that provides the opportunity to view the research context by combining and analyzing the quantitative results of many empirical studies. The Technology Acceptance Model (TAM) has been the subjects of a great deal fields and now also has been continuously studied. Recently, the issue of the biggest the information communication and information systems fields is smart. At this point, we conducted a Meta-analysis and review of external constructs based on the technology acceptance model. This study was targeted a total of 106 research papers that are setting up the causal relationship in the technology acceptance model among the research papers published in domestic academic journals before 2013. The result of the Meta-analysis, the biggest effect size the path from external Variables to perceived usefulness was showed playfulness. The effect size was 0.536 in the path from perceived usefulness to playfulness. And, the biggest effect size the path from external Variables to perceived ease of use was showed self efficacy. The effect size was 0.536 in the path from perceived ease of use to self efficacy. Based on the results, it was discussed the difference through comparative analysis with previous research.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.275-285
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• 2021

The purpose of this study is to empirically identify the process of technology acceptance of the metaverse, a virtual world-based platform that has attracted attention due to the 4th industrial revolution and the COVID-19 pandemic. The technology acceptance model (TAM) was used to identify factors affecting the use of the metaverse platforms and to analyze the causal relationship among these factors. For research, a survey was conducted on ordinary adult men and women and was analyzed using a structural equation model. The study found that perceived pleasure, interactivity, self-efficacy, and social influence had a positive effect on perceived ease-of-use. Interactivity and social influence had a statistically significant effect on perceived usefulness. The relationship between perceived ease-of-use and perceived usefulness was not statistically significant, but both perceived ease-of-use and perceived usefulness had a significant effect on positively forming attitudes toward metaverse. Lastly, favorable attitudes toward the metaverse platform had a positive effect on the intention to continue using it. Through this study, it was possible to identify the factors affecting the intention to use the metaverse and to confirm the causal relationship between the factors. A deeper understanding of users may be obtained in future if the research subject can be expanded and investigated with various factors.