• Journal of the Korean Operations Research and Management Science Society
• /
• v.37 no.3
• /
• pp.57-68
• /
• 2012

The recent proliferation of various smart devices like the smartphone, tablet PC, and smart TV enables consumers to download various applications from the network and to access private files stored in their desktop server at any time and at any place. The trend of ubiquitous access seems to have become stronger and more diversified toward a ubiquitous network computing environment with the aggressive deployment of commercial cloud services. Recently, many Korean network service providers launched commercial B2C public cloud services, which were widely adopted by smart device users. They include Daum cloud, N drive, ucloud, and uplus box, mostly provided by major Korean telecom companies and portals. This paper aims to explore consumers' adoption behaviors toward the B2C public cloud services that were recently deployed in the Korean market. In order to achieve the goal, we identified key influencing factors that affect the consumers' adoption behaviors, based on an extension of the technology acceptance model (TAM). Several hundred smart device users were surveyed to test the generic regression model with the extended set of TAM variables.

• Journal of Information Technology Services
• /
• v.14 no.3
• /
• pp.163-182
• /
• 2015

The spread of mobile commerce due to popularization of smartphones not only broke down the boundary between online and offline, but also changed the consumer life, and hence brought change of commerce paradigm that creates new demand. The success of innovative information technology such as mobile shopping can be defined as an individual accepting the technology and continuously using it, but the studies on the usage behavior after the acceptance have been done in very restrictively, despite its importance. In this study, in order to empirically investigate the factors that influence the continuance in mobile shopping usage experience and its causal relationship, Social Cognitive Theory and Habit Theory were applied to IS Continuance Model, and the extended IS Continuance Model was suggested and proved. As a result, the usefulness, enjoyment, and self-efficacy perceived in usage experience significantly influence satisfaction, and usefulness, self-efficacy, and satisfaction influence habit. Also, usefulness, self-efficacy, satisfaction, and habit significantly influence continuance intention. This study provides a valuable asset in providing an opportunity to understand the usage behavior of mobile shopping service users after the acceptance, and furthermore proving directionality in improving customer loyalty.