• The Journal of Information Systems
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• 제16권4호
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• pp.157-176
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• 2007

Most of the Information Systems(IS) literature has focused on utilitarian or hedonic Information Technology(IT) to explain and predict IT adoption and use. This study investigates the relationships among individuals' beliefs and intention to use of movie website, which has both utilitarian and hedonic characteristics simultaneously. As a theoretical background, this study adopts Technology Acceptance Model(TAM) and Motivation Theory, in which the former is well-known as a theory of IT adoption and use in IS field, and the latter is famous for a theory of individual's behavior in organizational behavior field. With 153 responses, five hypotheses are tested by using structured equation model. The results show that perceived ease of use positively influences perceived usefulness and perceived enjoyment, and that all individuals' beliefs have a positive impact on intention to use of movie web-site. Based upon the study results, movie website's managers and professionals can plan and conduct their courses of action effectively for users' continuous visits on their operating website.

• International Journal of Advanced Culture Technology
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• 제8권2호
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• pp.129-138
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• 2020

Recently the wearable technologies market has diversified to the point where even the leading fashion brands have adopted prototypes. For this reason, consumer- and fashion-centric perspectives on the consumption of wearable technologies are needed for a better understanding of the market. The author tests the effect of design aesthetics of a fictitious smartwatch (i.e., the wearable technology) as a key factor of non-functional hedonic consumption on consumer-perceived product value. The results of an online survey of 233 U.S. shoppers indicate a strong, positive effect of design aesthetics on both the perceived utilitarian and hedonic values of wearable technologies. Furthermore, the hypothesized moderation of gender is statistically confirmed in the mechanism of design aesthetics toward perceived utilitarian value, but gender is found to not moderate the effect of design aesthetics for the smartwatch on hedonic value. Male shoppers are found to be more positively influenced by perceived design aesthetics. Theoretical and managerial implications and study limitations are further discussed.

• Journal of the Korea Society of Computer and Information
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• 제23권1호
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• pp.123-129
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• 2018

The purpose of this paper is to investigate the influence of utilitarian, hedonic and social motivations on continuance intention to use cloud services. To do this, this study built a research model and examined how ease of use, usefulness, enjoyment, social influence affect the continuance usage intention of cloud services. The survey method was used for this paper, and data from a total of 82 university students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, enjoyment has a direct effect on the continuance usage intention of cloud services. Second, social influence has a direct effect on the continuance usage intention. Further, it will provide meaning suggestion point of the importance of not only utilitarian motivation but also hedonic and social motivations in establishing the use policy of cloud services.

• Journal of Information Science Theory and Practice
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• 제10권3호
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• pp.1-14
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• 2022

The present study investigates the impact of perceived value metrics in driving satisfaction and behavioral intention to use e-resource among its users. Utilitarian, hedonic, uniqueness, epistemic, and economic are key values selected for the purpose of investigation in the study. This empirical study is carried out through a survey and responses have been analyzed using structural equation modelling. The target group is selected by means of simple random sampling (users of e-resources in selected business schools). Findings of the study reveal that utilitarian values, hedonic values, epistemic values, and uniqueness values have a significant impact on the usage intention of e-resources; however, economic values reflect an insignificant relationship to intention to use e-resources. The study is a distinctive piece of work on investigating the most and the least significant value(s) associated with satisfaction and usage intentions of e-resources.

• The Korean Journal of Franchise Management
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• 제6권2호
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• pp.105-122
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• 2015

This study was to investigate the impact of environment characteristics on perceived value and visit intention in franchise coffee shops. And, the study was to examine the mediating role of perceived value in the relationship between environment characteristics and visit intention. The data were collected from 212 coffee shop users and analyzed with SPSS and AMOS.. The findings are as follows. First, price, service, and atmosphere have a significant effect on the defined hedonic value but menu does not. Second, price and service have a significant effect on utilitarian value but menu and atmosphere do not. Finally, both hedonic value and utilitarian value have a significant effect on visit intention.

• Journal of Digital Contents Society
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• 제19권4호
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• pp.649-659
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• 2018

We studied on factors influencing product purchase intention in Taobao live streaming shopping by adopting the Elaboration Likelihood Model (ELM). We used the survey method to collect the data and examine the hypotheses. The results are as follows. Source attractiveness has stronger effect on attitude toward product in the condition of hedonic product than in the condition of utilitarian product. Argument Quality has stronger effect on attitude toward product in the condition of utilitarian product than in the condition of hedonic product. In additional analysis, in the condition of the hedonic product, both of the source attractiveness and the argument quality have a positive effect on the attitude toward product. While argument quality has a positive effect on attitude toward product, but the attractiveness has no significant effect on the attitude toward product in the condition of utilitarian product. Finally, attitude toward product has a positive effect on product purchase intention.

• The Journal of Korean Academic Society of Nursing Education
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• 제9권1호
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• pp.30-40
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• 2003

This study was conducted to identify the ethical values of clinical nurses. 119 nurses working in clinical setting were selected Gwangju city and Chunnam area. Data were gathered from April. 1 to June. 27, 2001 by structured questionares. Analysis of data was done by SPSS using percentage, t-test, one-way ANOVA, pearson's correlation. The results obtained from data were as follows : 1. The ethical values of human life area slightly took up the position of utilitarian. In human life area mean score was 2.41. This area showed remarkerble individual differences between utilitarian and deontological position. 2. The ethical values of clients area took up the position of utilitarian position. In clients area mean score was 1.75. 3. The ethical values of nursing practice area took up deontological position. In nursing practice area mean score was 2.58. 4. The ethical values of nurses-co-worker area took up deontological position. In nurses- co-worker area mean score was 2.94. 5. Those who have younger, higher education level, less job experience, singles, religion, lower position, positive attitude of nursing and firm ethical standard took up more deontological position than those who have not. 6. There were significant relationship between human life area & client area(r=.566 p=.000), nursing practice area(r=.698 p=.000). There were significant relationship between client area & nursing practice area(r=.342 p=.001). There were significant relationship between nursing practice area & nurses-co-worker area(r=.491 p=.001).

• Journal of the Korean Society of Clothing and Textiles
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• 제36권10호
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• pp.1040-1049
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• 2012

This study examines the effects of pursued benefits and satisfaction (or dissatisfaction) on repurchase intentions. The research was comprised of a 2 (satisfaction after purchase: satisfaction versus dissatisfaction) ${\times}2$ (product benefit type: utilitarian benefit versus hedonic benefit) ${\times}2$ (hyperopic disposition: high versus low) model, designed with three mixed elements. The subject participants of this study were 168 female university students aged 20 to 29 from the Seoul, Gyeong-gi do, and Chung-cheong do areas. We performed a reliability analysis, T-test, and ANOVA using the SPSS statistic package. The results of this study are summarized as follows. In terms of product benefit that influences repurchase intention based on whether a consumer has experienced satisfaction after purchasing a fashion product, repurchase intention was high for hedonic benefits regardless of the level of satisfaction or dissatisfaction after a purchase. However, we found a significant difference in preference when the hyperopic disposition of a consumer was taken into account. When dissatisfied with a purchase, consumers with low levels of hyperopic disposition displayed higher repurchase intentions for the products of hedonic benefit than those of utilitarian benefits. However, when dissatisfied with a purchase, consumers with high levels of hyperopic disposition displayed low levels of repurchase intention regardless of the type of product benefit. When consumers are satisfied with a purchase, they are more likely to repurchase hedonic products than utilitarian products.

• Journal of the Korean Society of Clothing and Textiles
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• 제33권8호
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• pp.1215-1226
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• 2009

This study classifies consumers according to apparel shopping values to find the differences of apparel attributes in accordance to shopping value segments between Korean and Chinese college students. College students from Seoul and Beijing participated in the study and a quota sampling method collected the data. Data from 504 questionnaires is used for the statistical analysis. A factor analysis through, Cronbach's alpha coefficient, ANOVA, and a post-hoc test are conducted. Two factors of apparel shopping values are classified (hedonic shopping values and utilitarian shopping values). Four segments of apparel shopping value were classified (hedonic shopping, low involvement shopping segment, high involvement shopping, and utilitarian shopping). Three factors of apparel attribute are classified (external attributes, internal/aesthetic attributes, and internal/quality attributes). The result indicate that high involvement shopping segments considered all the clothing attributes more importantly than the other three segments. Chinese respondents of hedonic shopping segments and high involvement shopping segments considered advertisements in terms of external attributes, assembly, and fit in terms of internal/quality performance attributes as more important than Koreans. Chinese respondents of low involvement shopping segments also considered assembly and fit in terms of internal/quality performance attributes as more important than Koreans. Korean respondents of utilitarian shopping segments had a special regard for design and color in terms of internal/aesthetic attributes but the Chinese had a special regard for assembly, fit, and ease of maintenance in terms of internal/quality performance attributes.

• The Journal of the Korea Contents Association
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• 제15권4호
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• pp.454-468
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• 2015

The purpose of this study is to investigate the relationship between product attributes of smart device and user acceptance of technology. Moreover, the authors examined mediating effect of utilitarian and hedonic motivation between product attributes and user acceptance. Previous researches focused on user attitude and behavior intention of new technology based on Technology Acceptance Model(TAM). However, differently from previous researches, which are focused on user attitude like perceived usefulness and perceived ease of use, this research emphasized the relationship product attributes such as product functionality, design, and convenience and user motivation both utilitarian(effort expectancy and performance expectancy) and hedonic motivation(perceived enjoyment) according to UTAUT model. The results shows that 3 motivation variables(effort expectancy, performance expectancy, and perceived enjoyment) have positive impacts on user acceptance intention of smart device. product design has positive relationship to perceived enjoyment and product convenience has positive relationship to both effort and performance expectancy. Furthermore, 3 motivation variables play a full mediation between product attributes and user acceptance intention of new technology. However, product functionality has no relationship to both effort and performance expectancy. Research contribution, implications, and further research directions are discussed at the end of the paper.