• Asia Marketing Journal
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• v.24 no.1
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• pp.3-12
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• 2022

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease of use, and perceived risk significantly affect attitudes towards adopting smart mobility systems. Our study provides a comprehensive framework to understand individual-level smart city technology adoption. This study offers implications for policymakers to update existing policies concerning road technology.

• Science of Emotion and Sensibility
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• v.12 no.3
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• pp.289-298
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• 2009

An analysis was carried out for this study to figure out if there exists any differences in the model consumers accept for commercialized MP3-playing clothing and bio-signal sensing clothing. To analyze the differences of the structural variables of the products types, t-test was conducted with SPSS 15.0 package and multi-group analysis with AMOS 5.0 to find out the differences of each path goes with product types in structural equation model. In analytical results of effective sample of 557 copies of questionnaire, consumers' were highly aware of MP3-playing clothing in perceived ease of use, while they were aware relatively high of bio-signal sensing clothing in perceived usefulness, attitudes, consumer acceptance. The perceived value which was input to find out consumers awareness about sale price of commercialized products, was proven to do very important moderating role in forming consumers' attitudes and acceptance intention. Besides, consumers showed a difference in path in accepting model goes with product types. In bio-signal sensing clothing case, 'the perceived usefulness$\rightarrow$attitudes' path which was backed up in MP3-playing clothing was rejected, and 'perceived value$\rightarrow$attitudes' path appeared relatively high with moderating role of perceived value higher than MP3-playing clothing. Considering the results above, as the smart clothing is in the initiative commercialization stage while consumers were in the inquiry stage into awareness or information necessary in the course of purchase decision-making, and so an effective commercialization strategy seems to be necessary.

• The Journal of Information Systems
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• v.19 no.3
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• pp.209-236
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• 2010

Recently, utilization of mobile Internet services is rapidly increasing. To properly accelerate the vitalization of mobile Internet usage, we have to know exactly about the factors affecting potential users' value recognition and intention to use. Technology acceptance model (TAM) is one of the most powerful reference framework for the individual user's adoption of IT innovations. This research borrowed core concept of TAM, and tried to explain users' intention to use mobile Internet by understanding the direct and indirect effects of subjective norm and perceived usefulness. To increase the explanatory power of the model, this paper introduced personal innovativeness as a key moderator variable. The research findings include; i) subjective norm has strong positive influence on perceived usefulness and intention to use, ii) perceived usefulness has positive influence on intention to use, iii) the influence of subject norm is greater than that of perceived usefulness, iv) positive influence of subjective norm on the perceived usefulness and intention to use are significantly stronger in the case of low personal innovativeness sub-group than the case of high personal innovativeness sub-group, and v) high personal innovativeness sub-group have shown strongly positive influence of perceived usefulness on the intention to use while there is no such significant relationship in the case of low personal innovativeness sub-group. Based on these findings, this paper proposed several guidelines to increase the adoption and the usage of mobile Internet; i) word-of-mouth is extremely important, ii) to form a good word-of-mouth, it will be very important to make early adopters and heavy users have positive direct experiences of using mobile Internet.

• 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.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.506-514
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• 2020

The purpose of this paper is to examine the factors influencing usage intentions of Social Network Services (SNS) in MICE (Meeting, Incentive travel, Convention, and Exhibit and Event) and moderating effects of gender. This model tests various theoretical research hypotheses relating to MICE industry, SNS characteristics, and Technology Acceptance Model (TAM). The target population of this study is SNS users with MICE participation experience. The results of hypothesis testing are as follows. First, information provision, convenience, service quality and SNS usage experience positively influence attitudes toward SNS. Second, attitude positively influences usage intention of SNS. Finally, information provision and service quality to attitudes toward SNS for males are significantly large than those for females. Convenience and SNS usage experience to attitudes toward SNS for females are significantly large than those for males. And attitude to usage intention toward SNS for males are significantly large than those for females. The results of this study will provide various implications to improve usage intentions of SNS in MICE industry.

• The Journal of Society for e-Business Studies
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• v.19 no.1
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• pp.15-42
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• 2014

Cloud storage service has the potential to be a core infrastructure for the future mobile and Internet service; thus related service providers have been investing in it and trying to attract as many users as possible. In addition, those need to find out what motivates the users to keep using their service not only to attract new customers but also to secure their subscribers. Therefore, this study will examine its relationship with user's motivation based on the extended TAM model with external variables for objective research about continuous use of cloud storage service. As a result, it was found that personal innovativeness, self efficacy, functional attributes, and psychological switching cost influence the continuous use of cloud storage service. Also, it is expected they can guide service providers to the right track when setting up their business strategy in the future.

• Journal of Information Technology Applications and Management
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• v.17 no.2
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• pp.187-205
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• 2010

This study takes a holistic approach to understand the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading digital converged application coupling media content with telecommunications, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived easeof-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users' satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers' intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.

• Journal of Distribution Science
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• v.22 no.6
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• pp.33-44
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• 2024

Purpose: This study aims to measure how information quality, system quality, security, usefulness, and ease of use of Augmented Reality (VR) and Virtual Reality (AR) influence user satisfaction, motivating intelligent travel technology developers to improve VR/AR quality to meet customer requirements. Research design, data and methodology: This study investigates users interested in travelling in Ho Chi Minh City and Nha Trang City, Vietnam. The research model was implemented using an online questionnaire and face-to-face from 405 valid samples. To evaluate the scale's reliability, the study used the software SPSS 20. Test research hypotheses and evaluate measurement and structural models. This research uses AMOS 20 software. The proposed model is firmly grounded in the Information System Success model (ISS) and the Technology Acceptance Model (TAM), providing a solid theoretical foundation for our research. Results: Results show that consumer perceptions of information quality, system quality, security, usefulness, and ease of use have a positive impact on the perceived quality of VR/AR, thereby influencing tourists' travel intention. Conclusions: The results of this research enrich the theoretical understanding of consumer behaviour toward intelligent technology products in tourism, providing management implications for manufacturers to improve the quality of tourism products and satisfy user requirements in experience before considering choosing a destination.

• Information Systems Review
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• v.7 no.2
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• pp.41-59
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• 2005

Mobile games have emerged as the most innovative entertainment technology adding new revenue streams, taking advantage of the potential of wireless consumer applications and service offerings. Mobile games, like any other types of computer game, offer a unique value for users in providing an exciting digital experience in virtual worlds. Players can become empowered through the development of new characters and strategies within games to achieve rewarding successes against the computers and other players. In this paper, we attempt to investigate the factors influencing the usage and acceptance of the mobile games in Korea, based on the extended version of the Technology Acceptance Model(TAM). Based on data collected from survey, we show that perceived usefulness is the major determinant for users to play mobile games. Two factors, including perceived enjoyment and self-expressiveness, are empirically shown to determine perceived usefulness. In addition, perceived ease of use, rewards, operational quality of device, and design/story have been showed to significantly and directly affect perceived enjoyment. It was also confirmed that self-efficacy and operational quality of device are the antecedents of perceived ease of use. Based upon the statistical results, some useful guidelines for game development and market penetration strategies are also provided.

• The Journal of Korean Association of Computer Education
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• v.16 no.3
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• pp.1-12
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• 2013

The purpose of this study is to examine a structural relationship among mobile self-efficacy, subjective norm, perceived usefulness, perceived ease of use and behavioral intention of mobile web service using technology acceptance model (TAM). 144 cyber university students enrolled in a course with mobile web service participated for this study. The result revealed that 1) mobile self-efficacy (${\beta}$ = .43, p<.05), subjective norm (${\beta}$ = .30, p<.05), perceived ease of use (${\beta}$ = .25, p<.05) had a direct effect on perceived usefulness. Second, mobile self-efficacy (${\beta}$ = .36, p<.05), subjective norm (${\beta}$ = .44, p<.05) had a direct effect on perceived ease of use. Third, perceived usefulness (${\beta}$ = .94, p<.05) had a direct effect on behavioral intention of mobile web service. However, perceived ease of use did not have a direct effect on behavioral intention of mobile web service significantly. Results of this study emphasize the role of an extended TAM including mobile self-efficacy and subjective norm in a mobile web service course at a cyber university.