• 디지털산업정보학회논문지
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• 제17권4호
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• pp.13-28
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• 2021

The purpose of this study is to demonstrate the causal relationship between exhibition acceptance through the quality factors of Internet of Things (IoT) exhibition services and ease and usefulness of technology acceptance factors for domestic exhibition visitors. Through this, the company intends to present effective and efficient development plans in the IoT exhibition industry. Therefore, we present a research model that applies DeLone & McLean's quality factors to key variables in the information system success model and ease and usefulness in the Technology Acceptance Model (TAM). A survey was conducted on ordinary people with experience using the Internet of Water (IoT) exhibition service. The survey was conducted for two weeks from July 15 to August 20, 2021. A total of 276 surveys were used for data analysis during this period. The hypothesis results related to the information system success model of the Internet of Things (IoT) exhibition show that, first, system quality had no significant effect on usefulness, but significantly on ease. Second, information quality has been shown to have a significant effect on usability and ease. Third, service quality has been shown to have a significant impact on usability and ease. Fourth, usefulness has been shown to have a significant effect on exhibition acceptance. Fifth, ease has been shown to have a significant effect on usability. Sixth, ease was shown to have a significant effect on exhibition acceptance.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제5권1호
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• pp.177-190
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• 2011

The purpose of this study is to explore the determinants of actual demand for wireless broadband (WiBro) services in Korea. To this end, this study identifies conceptual definitions of diverse latent variables and determines the significance of the causal relationship between independent and dependent variables. It then presents the nomadic user concept by testing the moderator effect. This study also proposes a revised Unified Theory of Acceptance and Use of Technology (UTAUT) model, which is an appropriate model for wireless communication services and users' attributes. Prior research has concentrated exclusively on the Technology Acceptance Model (TAM) based on future potential users. Compared to previous studies, the current research model and analysis results are useful in not only academic but also industry contexts.

• 한국IT서비스학회지
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• 제9권4호
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• pp.19-36
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• 2010

The purpose of this study is to investigate the relationship among users perception on the characteristics of U-Services, attitude factors as mediating variables, and behavioral intention toward U-Services as the dependent variable. Based on the literature review on the related theories, the research model which analyzes the behavioral intention toward U-Services was developed. The result from the analysis of the data collected validated the U-Services Acceptance Model (USAM) proposed in this study as a sound construct framework. Futhermore, significant insights on the USAM were provided for the stakeholders and future researchers in the field of U-Services Acceptance.

• 경영정보학연구
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• 제8권3호
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• pp.135-152
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• 2006

본 연구는 모바일광고에 대한 소비자들의 태도 및 수용의도를 연구하고자 한국 뿐 아니라 모바일 광고의 규모면에서 가장 큰 시장인 미국의 모바일 사용자를 대상으로 비교 연구했다. 본 연구의 이론적 근거는 Davis et al.(1989)의 TAM 모형, Ducoffe(1996)의 광고 특성에 관한 연구, Csikszentmihalyi(1977)에 의해 소개되고 Hoffman and Novak(1996)에 의해 확장된 플로우(Flow)이론에 관한 연구 등을 이론적 토대로 연구모형 및 연구가설을 설정했다. 본 연구의 독립변수로는 오락성, 정보성, 불편함 신뢰성과 모바일을 사용하면서 내적인 즐거움을 경험하며 자신이 하고 있는 활동에 몰입되는 상태인 플로우경험 등 5가지 요인과 조절변수로는 모바일 광고에 대한 태도를 그리고 종속변수로는 모바일 광고의 수용의도를 연구변수로 채택했다. 본 연구는 한국과 미국의 모바일을 사용하고 있는 학생 및 일반인을 대상으로 설문조사하였으며, 연구의 결과는 SPSS 및 AMOS 구조방정식 모형을 채택하여 수렴타당성, 판별타당성 그리고 본 연구모형의 모델 적합도 및 가설 검증을 실시하였다.

• 지능정보연구
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• 제27권1호
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• pp.103-128
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• 2021

최근 주식의 수익률과 거래량을 설명하는 주요 요인으로서 투자자의 관심도와 주식 관련 정보 전파의 영향력이 부각되고 있다. 또한 인공지능과 같은 혁신 신기술을 개발보급하거나 활용하려는 기업의 경우 거시환경 및 시장 불확실성 때문에 기업의 미래 주식 수익률과 주식 변동성을 예측하기 어렵다는 문제를 가지고 있다. 이는 인공지능 활성화의 장애요인으로 인식되고 있다. 따라서 본 연구의 목적은 인공지능 관련 기술 키워드의 인터넷 검색량을 투자자의 관심 척도로 사용하여, 기업의 주가 변동성을 예측하는 기계학습 모형을 제안하는 것이다. 이를 위해 심층신경망 LSTM(Long Short-Term Memory)과 벡터자기회귀(Vector Autoregression)를 통해 주식시장을 예측하고, 기술의 사회적 수용 단계에 따라 키워드 검색량을 활용한 주가예측 성능 비교를 통해 기업의 투자수익 예측이나 투자자들의 투자전략 의사결정을 지원하는 주가 예측 모형을 구축하였다. 또한 인공지능 기술의 세부 하위 기술에 대한 분석도 실시하여 기술 수용 단계에 따른 세부 기술 키워드 검색량의 변화를 살펴보고 세부기술에 대한 관심도가 주식시장 예측에 미치는 영향을 살펴보았다. 이를 위해 본 연구에서는 인공지능, 딥러닝, 머신러닝 키워드를 선정하여, 2015년 1월 1일부터 2019년 12월 31일까지 5년간의 인터넷 주별 검색량 데이터와 코스닥 상장 기업의 주가 및 거래량 데이터를 수집하여 분석에 활용하였다. 분석 결과 인공지능 기술에 대한 키워드 검색량은 사회적 수용 단계가 진행될수록 증가하는 것으로 나타났고, 기술 키워드를 기반으로 주가예측을 하였을 경우 인식(Awareness)단계에서 가장 높은 정확도를 보였으며, 키워드별로 가장 좋은 예측 성능을 보이는 수용 단계가 다르게 나타남을 확인하였다. 따라서 기술 키워드를 활용한 주가 예측 모델 구축을 위해서는 해당 기술의 하위 기술 분류를 고려할 필요가 있다. 본 연구의 결과는 혁신기술을 기반으로 기업의 투자수익률을 예측하기 위해서는 기술에 대한 대중의 관심이 급증하는 인식 단계를 포착하는 것이 중요하다는 점을 시사한다. 또한 최근 금융권에서 선보이고 있는 빅데이터 기반 로보어드바이저(Robo-advisor) 등 투자 의사 결정 지원 시스템 개발 시 기술의 사회적 수용도를 세분화하여 키워드 검색량 변화를 통해 예측 모델의 정확도를 개선할 수 있다는 점을 시사하고 있다.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.1007-1013
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• 2020

This study aims to understand the determinant of the employee's intention to use information system within the framework of the Technology Acceptance Model (TAM) and Information System Success Model (ISSM). This paper also aims to examine the influence of ISSM dimension on the perceived usefulness and the perceived ease of use. The research respondents were 248 employees of Universitas Negeri Semarang (UNNES) who are users of the Financial Information System (SIKEU). Data was obtained using a questionnaire that was distributed online via Google form. The data analysis method used is Structural Equation Model (SEM) analysis using the Warp-PLS software. The results showed that the dimensions of TAM (perceived ease of use and perceived usefulness) had a positive and significant influence on the employee's intention to use SIKEU. The ISSM dimension (system quality and information quality) also had a significant influence, although other ISSM dimensions (service quality) had not been proven to have a significant influence on the employee's intention to use SIKEU. Moreover, the results showed that the employee's intention to use is a determinant of SIKEU's actual usage. Perceived ease of use was significantly determined by system quality, information quality, and service quality. In addition, the perceived usefulness was significantly determined by system quality and information quality.

• 유통과학연구
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• 제13권10호
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• pp.135-142
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• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.241-249
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• 2022

The current research attempts to measure the level of the acceptance of the Blackboard System (BBS) during the Corona crisis, and whether this is one of the reasons for the low use of the BBS at Al-Jouf University. To achieve this, the technology accepting model in the time of crisis (TAMTC) has been proposed to measure the degree of acceptance by students, which was then applied to a random sample of 339 of such. The results show a high level of student acceptance, despite their lower use of the system. The research also highlights the importance of upgrading e-courses and that the discontinuation of exam disqualification of students is secondary to their poor course attendance.

• 한국빅데이터학회지
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• 제2권2호
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• pp.47-56
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• 2017

통합기술수용모형(UTAUT)은 기술수용모형(TAM, Technology Acceptance Model)의 한계점을 개선하기 위해 8가지의 기존 이론을 종합하여 제시된 것으로, 최근 신기술의 수용 및 확산과 관련된 다양한 분야에서 활용되어지고 있다. 본 연구는 메타분석을 통하여 UTAUT를 이용한 연구의 주요요인에 대해 분석과 연구모형의 일관성에 대한 검증을 하였다. 이를 통해 주요요인의 관계와 추가적 요인에 대한 결과를 제시하고 해석하였다. 아울러 선행연구와의 비교분석을 통해 차이점과 시사점을 제시하였다. 메타분석 결과, 추가적 요인으로 만족감, 쾌락동기, 태도, 지각된 즐거움이 중요한 것으로 분석되었으며, 이 결과를 바탕으로 확장된 UTAUT 모형을 제시하였다. 또한, 국내 연구의 경우 행동의도를 높이는 활동이 실제 행동으로 이어지는데 가장 중요한 요인으로 나타났다. 본 연구의 결과는 신기술이나 신제품의 수용 및 확산을 연구하는 연구자 및 신제품을 출시하고자 하는 기업에 도움을 제공할 것으로 예상한다.

• 한국IT서비스학회지
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• 제6권3호
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• pp.1-26
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• 2007

In this paper, we identified factors that affect the usage of UCC, which is becoming increasingly popular in our society and throughout the globe. Four hypotheses were tested using a new integrative model of UCC usage, which is built up by incorporating the TAM and the PA(pleasure-arousal)model. We analyzed the data collected in our survey of 258 individual UCC users during the period from Oct 2006 to Dec 2006. We found that pleasure and arousal showed a strong significant effect on individual's UCC usage, supporting the findings of the exiting research on TAM. To be specific, arousal had an effect on the UCC usage through its effect on pleasure and self efficacy. Pleasure affected the UCC usage in two ways: First, pleasure affected UCC usage through increasing the ease of UCC service. At the same time, pleasure had a direct effect on the UCC usage. Contrary to what the prior research on technology acceptance suggested, we found ease of use and social influence had no significant effect on individual’s UCC usage. We suggest that this finding of no effect of ease of use and social influence has an important implication in understanding the UCC usage. That is, the UCC usage may be motivated by different factors than those which inspire other technology acceptance behavior. The UCC users may be engaging in a creative activity enjoying the sheer pleasure of creating UCC, self expression, and sharing what they want to tell. Intrinsic motivation rather than extrinsic motivation seems to click this new type of technology users.