• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.521-526
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• 2007

This study proposed an expanded technology acceptance model (TAM) incorporating perceived fee (PFE) and perceived enjoyment into the original TAM We examined that the extended TAM provides supplementary information about behavior intentions (BI) toward mobile data services (MDS). This study also investigated some significant differences in the relative influence of the determinants of BI toward MDS depending on experience. The extended TAM was empirically evaluated by using survey data collected from 149 inexperienced users and 393 experienced users. The findings indicated that PFE is the strongest determinant of BI toward MDS, and the antecedents leading to users' BI vary over time. The results may provide further insights into MDS practitioners and marketing managers.

• Journal of Information Technology Applications and Management
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• v.17 no.4
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• pp.39-56
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• 2010

We are sometimes interacting with people who we know nothing and facing with the difficult task of making decisions involving risk in social network. To reduce risk, the topic of building Web of trust is receiving considerable attention in social network. The easiest approach to build Web of trust will be to ask users to represent level of trust explicitly toward another users. However, there exists sparsity issue in Web of trust which is represented explicitly by users as well as it is difficult to urge users to express their level of trustworthiness. We propose a fuzzy-based inference model for Web of trust using user behavior information in social network. According to the experiment result which is applied in Epinions.com, the proposed model show improved connectivity in resulting Web of trust as well as reduced prediction error of trustworthiness compared to existing computational model.

• Journal of Distribution Science
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• v.20 no.8
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• pp.47-57
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• 2022

Purpose: The purpose of this study is to find out whether it has a significant effect or not, the 5 hypotheses proposed include the Attitude toward behavior variable on behavioral intention, Subjective norm on behavioral intention, Perceived behavioral control on behavioral intention, Behavioral intention on behavior and Perceived behavioral control on Behavior. Research design, data and methodology: The data processing method in this study uses the SEM method based on Partial Least Squares (PLS), The study was conducted on 100 respondents as a sample. Results: Based on the results of data analysis, it is concluded that from the 5 hypotheses proposed, only 2 have a significant effect, namely the subjective norm variable has a significant effect, on behavioral intention and the perceived behavioral control variable has a significant effect on behavior while the other 3 hypotheses have no significant effect. The results of this study are expected to help the public to make decisions in utilizing the distribution of facebook marketplace. Conclusion: This study concludes that the distribution of the use of the Facebook marketplace is a subjective norm variable has a positive effect on the behavioral intention variable and the perceived behavioral control variable has a positive effect on the behavior variable.

• Journal of Information Technology Applications and Management
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• v.11 no.1
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• pp.1-14
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• 2004

Increasing affectability of high-speed Internet and convenient access devices has made the Internet a major source of information search and sharing. As the provision of information has rapidly becomes an important and viable business model, the objective utility and marketability of information contents have become a focus of interest among many academicians and managers. Researchers have traditionally focused on the design of the interface, availability of resources, network accessibility, the format of web sites and their underlying systems. However, the usefulness of contents has been left as a little explored issue. To correctly diagnose and pursue the viability of contents provision business a shift of perspective is required : a shift from technology-oriented perspective toward user-oriented perspective, and a shift from form and design focus toward content focus. This research attempted to analyze consumer-oriented information quality in a more systematic way by focusing on a limited domain travel-related information contents. We proposed a relationship among consumers'behavior, characteristics of information, and the values of information measured by users. An empirical examination of the model was performed using a survey on Internet users in Korea. Implications are drawn for managers responsible for creating marketable contents.

• Journal of Information Technology Applications and Management
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• v.20 no.1
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• pp.133-148
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• 2013

As network technologies evolve and so-called smart technologies appear, applications of smartphones are being applied in widespread areas. In general, the adoption of smartphones is different from the adoption of information systems. Thus, we tried to find out factors which may affect the user acceptance behavior. However, there have been some academic studies that analyzed the factors that affect user acceptance of smartphones, and their relationships. Under this academic background, we develop a model to examine how smartphones are accepted by users based on technology acceptance model. The theoretical model is validated through an online survey of smartphone users from two universities in Seoul, Korea. The results reveal that the users will have positive attitude towards adopting the smartphone when they perceive that the usage of smartphones is useful. We also find that the perceived usefulness of the smartphone is affected by the perceived ease of use and the media richness. The results also suggest that the perceived ease of use is determined by the self-efficacy whereas the intention to use smartphones is determined bv the perceived usefulness, the self-efficacy, and the attitude toward smartphnes' usage. Theoretical and practical implications are discussed.

• Journal of Information Technology Services
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• v.14 no.2
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• pp.15-31
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• 2015

Software piracy is widespread throughout the world. It has negative effects on the software industry and the intellectual property market. Despite various deterrent policies, the phenomenon has been getting severe. The current study investigated the antecedents of software piracy attitudes and intention. In order to identify factors and their relationship, a research model for illegal piracy behavior was developed and empirically examined through a path analysis using structural equation model. Also, this study employed a multiple group structural equation model to investigate differences in structural weights across PC software user group and smartphone application user group. It was revealed that perceived benefit, habit, social factor, self-efficacy had positive effect on attitude toward software piracy, whereas perceived risk had a decreasing influence on attitude. Relationships between piracy attitudes and intentions were significant as well. Furthermore, the cross validation between two groups showed the path coefficients of habit to attitude and attitude to intention were significantly different. Implications for research and practice are discussed.

• Journal of Information Management
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• v.43 no.2
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• pp.85-101
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• 2012

With the understandings on users' needs and behaviors of university institutional repositories, the purpose of this study is to investigate the user behaviors and to provide some suggestions to improve the university institutional repository. To achieve the purpose of this study, a questionnaires survey was conducted with users in three university institutional repositories including KOSAS, S-Space and DSpace@INHA. Based on the results of the survey analyses, possible improvement areas and suggestions were made such as users' recognition, access point, searching environment, and utilization of university institutional repository.

• Asia pacific journal of information systems
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• v.12 no.4
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• pp.55-75
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• 2002

The purposes of this study are in threefold; to explain the interactivity in web site, to extend the Technology Acceptance Model(TAM) in the WWW context, and to examine its relationship with the existing TAM components. We proposed that the WWW is not just web systems but interactive spaces for virtual community. Web interactivity is represented by the two constructs: system interactivity and social interactivity. We extended and empirically examined the TAM for the web context. An individual's attitude toward the use of the web site is significantly affected by the individual's perception about ease of use, usefulness, and system interactivity. At the same time, behavioral intentions to use the web site is highly related to the social interactivity. The results showed that the system interactivity and social interactivity of a web site are important factors in affecting the user's beliefs and behavior intention of such a web site, So web page providers not only have to make the web site useful and easy to use, but also need to design an interactive web page by putting both systemic aspects and social aspects.

• Journal of Technology Innovation
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• v.14 no.1
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• pp.201-225
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• 2006

Technology Acceptance Model (TAM) considers perceived ease of use and perceived usefulness as the important determinants of user behavior regarding information technology. As an extension of TAM, this research examines perceived security as an additional determining variable to explain an individual's acceptance and use of mobile banking as well as internet banking. The results show that perceived ease of use does not affect the individual's attitude toward the use of mobile or internet banking, while perceived usefulness does. Furthermore, perceived security affects perceived usefulness in mobile banking, but not in internet banking. In addition, in mobile banking, perceived security is positively related to perceived usefulness, though perceived security is negatively related to attitude. Finally, the average scores of surveyed data for Internet banking are higher and significantly different than those for mobile banking.

• Journal of Information Science Theory and Practice
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• v.12 no.1
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• pp.60-76
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• 2024

Broadband Internet has proven to be vital for economic growth in developed countries. Developing countries have implemented several initiatives to increase their broadband access. However, its full potential can only be realized through adoption and use. With lower-middle-income countries accounting for the majority of the world's unconnected population, this study employs the theory of planned behavior (TPB) to investigate users' intentions to adopt broadband. Rural Tanzania was chosen as a case study. A cross-sectional study was conducted over three weeks, using 155 people from seven villages with the lowest broadband adoption rates. Non-probability voluntary response sampling was used to recruit the participants. Using the TPB constructs: attitude toward behavior (ATB), subjective norms (SN), and perceived behavioral control (PBC), ordinal regression analysis was employed to predict intention. Descriptive statistical analysis yielded mean scores (standard deviation) as 3.59 (0.46) for ATB, 3.34 (0.40) for SN, 3.75 (0.29) for PBC, and 4.12 (0.66) for intention. The model adequately described the data based on a comparison of the model with predictors and the null model, which revealed a substantial improvement in fit (p<0.05). Moreover, the predictors accounted for 50.3% of the variation in the intention to use broadband Internet, demonstrating the predictive power of the TPB constructs. Furthermore, the TPB constructs were all significant positive predictors of intention: ATB (β=1.938, p<0.05), SN (β=2.144, p<0.05), and PBC (β=1.437, p=0.013). The findings of this study provide insight into how behavioral factors influence the likelihood of individuals adopting broadband Internet and could guide interventions through policies meant to promote broadband adoption.