• Journal of Digital Convergence
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• v.6 no.4
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• pp.157-163
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• 2008

Despite the increase internet use rate, there still appears a big difference in web usage rates depending on demographic variables, web usage environment variables. This study aimed to improve our understanding of perceived usage, attitude, affected factors related Web usage for schoolwork and research. This result will facilitate further understanding of perceived usage, attitude, affected factors related Web usage, thereby enabling researchers, practitioners, and policy makers to better design appropriate strategies to promote the Web usage.

• Journal of Korea Society of Digital Industry and Information Management
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• v.12 no.4
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• pp.135-143
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• 2016

The purpose of this study is to investigate the user's attitude and usage of smart banking application in terms of user's benefits and personalization. While the prior researches on mobile banking adoption focus on the characteristics of service itself, this paper intends to investigate the smart banking application in terms of user's benefits, which are personal value consumers attach to the product or service attributes. Based on prior studies functional benefits, social benefits, experiential benefits, and personalization are identified as affecting factors of the user's attitude and usage of smart banking application. According to the results of multiple regression analysis, all benefit factors(functional benefit, experimental benefit, social benefit) and personalization were found to be significantly related to the user's attitude. Users' attitude on smart banking was found to be significantly related to the real usage as well. This paper has value in that it investigates the attitude and usage of smart banking in terms of benefits.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.2
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• pp.177-187
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• 2003

The purpose of this study was to investigate the effects of clothing involvement and internet usage on internet shopping attitude and internet purchase of clothing products. The subjects used for the study were 210 male and 338 female college students. The clothing involvement consisted of pleasure/interest, symbolism/expression, and perceived risk factors. The internet usage consisted of information and entertainment uses. The internet shopping attitude had convenience and security factors. The results showed that there were positive relationships between clothing involvement factors and internet shopping attitude factors. Regarding the relationship between internet usage and internet shopping attitude, there was a positive relationship between internet information use and internet attitude for convenience while there was a positive relationship between internet entertainment use and internet attitude for security. According to clothing involvement and internet usage, the respondents were segmented by four groups. The results showed that these segmented groups were different in regard to internet shopping attitude, internet purchase, and demographics. For example, symbolishm/internet information use group considered internet shopping more convenient and purchased clothing more frequently through internet than did other groups. The implications of the study were discussed.

• Human Ecology Research
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• v.56 no.6
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• pp.493-506
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• 2018

This study analyzes factors that determine the usage of digital information by senior consumers in the mobile environment. Senior consumers are alienated from digital information in South Korea; therefore, there have been increasing attempts to resolve this digital divide and reduce the digital information usage gap between young adults and senior consumers. The study used panel data from the National Information Society Agency (2017); there were 1,463 participants, aged 50-79 years. SPSS 19.0 was used to conduct the statistical analyses for frequency, factor analysis, Cronbach' ${\alpha}$ analysis, descriptive analysis and hierarchical multiple-regression analysis. The results are as follows. First, negative attitude toward information society negatively influenced the mobile digital information usage in diversity context. Second, average monthly income, degree of digital device usage motivation, positive attitude toward digital device usage, digital literacy of PC & Mobile, and family support positively influenced the mobile digital information usage in diversity context. Third, negative attitudes toward information society negatively influenced the mobile digital information usage in quality context. Forth, average monthly income, degree of digital device usage motivation, positive attitude toward digital device usage, digital literacy of PC & mobile, and family support positively influenced the mobile digital information usage in quality context. The study results can help further understand mobile usage behaviors among senior citizens and the implications on their quality of life in the digital information era.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.875-889
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• 2020

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users' spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

• Journal of Korea Society of Digital Industry and Information Management
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• v.15 no.4
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• pp.159-171
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• 2019

The purpose of this study was to understand the influence of research of consumers' consumption values and toward usage attitude, usage intention and willingness to pay of modern people. The study is a consumer research about food delivery services which is rapidly grown up due to recent transformation on a modern dietary life. This study was based on the main survey had conducted from 23th May 2019 to 26th May 2019 by 336 consumers, aged 18 and older, who had experienced Food delivery services in the past. Statistical analysis was performed by using the IBM SPSS v.25.0. In summary, the results of this study are as follows. First, consumption values of food delivery services had a positive influence on usage attitude. Consumption values were catagorized in five sub-values: functional value, social value, emotional value, epistemic value, and conditional value, all of which were found to be significant in affecting on usage attitude. Second, usage attitude toward food delivery services had a positive influence on usage intention. Third, usage attitude toward food delivery services had a positive influence on willingness to pay. Fourth, usage intention of food delivery services had a positive influence on willingness to pay. The results of the study renders industrial and academic implications to the area of Food delivery services industry.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.206-212
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• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• Journal of Information Technology Services
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• v.18 no.5
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

• Journal of Korea Society of Digital Industry and Information Management
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• v.6 no.4
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• pp.279-295
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• 2010

Technology development has reshaped not only the business environment but also financial service. The purpose of this study is to investigate the factors affecting customer's attitude and usage of Internet banking. Based on prior studies, this study identifies usefulness, ease of use, innovativeness, social influence, quality, cost as affecting factors of customer's attitude and usage of Internet banking. This study intends to do a comparison analysis the relationship between customer's attitude and usage of Internet banking by classifying Internet banking service into inquiry, transfer, and other service. Result shows that usefulness, quality, and cost are significantly related to the customer's attitude toward Internet banking service, but ease of use, innovativeness, and social influence are not. Even though customer's attitude was found to be significantly related to the use of Internet banking, the degree of it was different by service types inquiry, transfer, and other service in a row. It implicates that usage of Internet banking still centered on inquiry service.

• The Journal of Korean Association of Computer Education
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• v.18 no.4
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• pp.19-30
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• 2015

This study investigated the structural relationships among performance expectancy, effort expectancy, social influence, facilitating condition, attitude, usage intention and actual use. In order to examine structural relationships among variables, we surveyed 285 high school students in spring semester of 2014. After collecting data, we examined causal relationships among variables using structural equation modeling. The results of this study were as follows: First, performance expectancy and effort expectancy significantly affected attitude; however, social influence did not. Second, attitude affected usage intention and usage intention significantly affected actual use. Third, the indirect effect of attitude between performance expectancy, effort expectancy and usage intention were significant and the indirect effect of usage intention between attitude and actual was also significant. Finally, the moderating effect of gender and experience were not significant. Based on this study, the practical strategies to facilitate usage intention and actual use of mobile learning of high school students were suggested.