• 복식문화연구
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• 제17권6호
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• pp.1155-1172
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• 2009

Wearable computers can be defined as next generation clothing integrated with various digital functions and devices. Unlike existing computers, they are viewed as human-centric computers customized for information utilization and other specific human needs. This study is intended to discover how consumers are accepting wearable computers, which are different from existing computers, based on Technology Acceptance Model(TAM) and to extend the model by adding variable regarding acceptance of wearable computers. A total of 683 copies of questionnaires, distributed to those aged 19 and older, both male and female, were collected online. The data was statistically analyzed for this study using the extended TAM. In order to test hypotheses, the structural equation model using the Lisrel 8.30 version was performed. For analyzing constructs(or traits) of research model, exploratory factor was conducted and the measurement model was assessed from the result. Reliability was assessed through confirmatory factor analysis and the calculation of Cronbach's alpha coefficients. Overall, model fit was assessed by statistical indexes: Chi-square value, GFI, AGFI, and RMR. This study analyzed the process of acceptance of wearable computers with the extended TAM that includes a variable, perceived value, on the basis of previous studies. The results of the analysis revealed that attitude toward wearable computer was directly influenced by perceived usefulness and perceived value but indirectly influenced by perceived ease of use. Acceptance intention of the wearable computer was directly influenced by perceived value and attitude toward wearable computer. To be more specific, perceived usefulness was significantly correlated with both attitude toward wearable computer and acceptance intention of the wearable computer. Perceived value was also significantly correlated with both attitude toward wearable computer and acceptance intention of the wearable computer. The results of this study also suggested that perceived ease of use was actually a causal antecedent to perceived usefulness and perceived value. This research revealed that extended TAM to investigate the acceptance of wearable computer was appropriate. This study is intended to provide a theoretical framework for adoption of wearable computer and suggest empirical analysis that can serve as a guide for wearable computer.

• 무역학회지
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• 제45권2호
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• pp.157-176
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• 2020

Mobile payment services are evolving into a variety of integrated platforms that greatly affect the lives of consumers. In addition, the importance of mobile payment services is being used as a means of payment in cross-border e-commerce. Accordingly, although a number of related studies have been conducted, most of the studies are based on the technology acceptance model. This study analyzes consumer acceptance intention of mobile payment services by applying consumption value theory. Four dimensions were derived from the theory of consumption value: functional value, emotional value, social value and situational value. With this, we identified the impact on consumer acceptance of mobile payment services. The analysis was performed using a structural equation model. Researchers collected 300 copies of the questionnaire from Chinese consumers and used it for analysis. Empirical analysis shows that functional value, emotional value, social value and situational value are all increasing consumers' willingness to accept mobile payment services. In addition, only social values were showing differences in their influence on the acceptance of mobile payment services with age. This study contributes to the development of the relevant field in that few studies describe mobile payment services by applying consumption value theory.

• 한국항공운항학회지
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• 제25권1호
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• pp.11-22
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• 2017

Aviation/tourism industry has a unique characteristic of high inter-dependance between customer and service-provider. It is the mental condition of service-provider that could influence on the attitude of the service-provider. Thus, it is important to manage the mental condition of the service employees to enhance a company's financial performance. This paper tries to analyze the combined model of both policy acceptance and service profit chain(SPC) models. First, service policy acceptance model tells how the service policy acceptance, which consists of policy compliance, trust, participation and policy failure, would influence on SPC model. According to empirical research, it was found that both the employees' policy compliance and the policy trust have a positive significant impact on their participation on service policy. In the policy acceptance model, the employee's voluntary participation based on their trust and compliance of the policy was proven to have a positive effect on increasing job satisfaction and customer orientation. Regarding SPC model, their participation in the policy had the strongest impact among variables on customer orientation. Such results implies the employees' participation on the policy could become the starting point to enhance the customer value.

• 한국컴퓨터정보학회논문지
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• 제24권4호
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• pp.35-43
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• 2019

The purposes of this study is to derive the influence factors of Virtual Reality(VR) technologies acceptance based on the study of unified theory of acceptance and use of technology and value-based acceptance model to test the use and acceptance of VR devices. The survey methods were used for this study, and the data from a total of 400 consumers were used for the analysis. And the structural equation model was used to analyze the data. The results of the study are as follows: First, benefit components perceived enjoyment(EN) and sacrifice components personal innovative(PI) of VR devices were positively related to perceived values and use intention of VR devices, although the benefit components performance expectancy(PE) was positively related to perceived values(PV) but was not positively related to the use intention of VR devices. Second, sacrifice components perceived cost(PC) and anxiety(ANX) of VR devices were negatively related to perceived value(PV), but were not negatively related to the use intention of VR devices. Third, perceived values was not obvious related to the use intention(UI) of VR devices. The results of this study contribute to the literature as a new attempt to examining the effect on consumer use intention in VR technology areas.

• 기술혁신연구
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• 제29권4호
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• pp.125-160
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• 2021

오디오SNS는 기존의 SNS가 개방성을 추구하는 것과 달리, 제한적 속성을 주된 특징으로 한다. 본 연구에서는 가치기반수용모델(VAM)을 기반으로 제한적 속성이 사용자의 오디오SNS 수용에 있어서 어떠한 역할을 하는지 분석하고자 한다. 제한적 속성을 접근 제한성, 소통제한성, 콘텐츠제한성 변수로 정의해 각 변수가 VAM의 핵심 변수를 매개로 인지된 가치와 사용의도에 미치는 영향을 분석한다. 총 207명의 오디오SNS 사용자 및 잠재 사용자의 설문 응답을 토대로 분석한 결과에 따르면 3가지 제한성 변수가 인지된 편익 요소인 유용성과 유희성에 영향을 미치며 사용자의 수용의도에 긍정적인 영향을 미치는 것으로 분석되었다. 본 연구는 가치기반수용모델에 기반한 모형과 새로운 형태의 SNS 성장을 위한 방향성을 제시한다는 점에서 중요한 의의를 지닌다.

• The Journal of Asian Finance, Economics and Business
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• 제6권4호
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• pp.171-177
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• 2019

This study aims to investigate the effect of eating-out types on the acceptance intention of artificial seasoning when consumers eat out at restaurants. Eating-out types considered to be typical when customers visit restaurants, such as the food-exploratory type, health-oriented type, and convenience-seeking type, were studied. Based on the research of previous studies, three eating-out types were selected for the study, which were "food-exploratory", "convenience-seeking", "health-oriented". This study was conducted by AMOS 22.0 with 300 questionnaires, and the Structural Equation Model (SEM) was used for examining the hypotheses as statistical method in this study. As a result, eating-out types such as "food-exploratory" and "convenience-seeking" were found to significantly affect the acceptance intention of artificial seasoning. However, consumers' acceptance intention of artificial seasoning differed depending on their consumption value. The path coefficients from food-exploratory type and health-oriented type to acceptance intention were more significant in the hedonic-oriented group than the utilitarian-oriented group. The results of this study suggest eating-out types relate to acceptance intention of artificial seasoning and provide meaningful implications for consumers' psychological consumption value when they consider artificial seasoning.

• 한국정보시스템학회지:정보시스템연구
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• 제28권2호
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• pp.181-200
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• 2019

Purpose In order to find out the influential factors to accept the mobile convenient payment service like Apple pay or Samsung Pay based on the Unified Theory of Acceptance and Use of Technology according to the type of High and Low value payments. Design/methodology/approach This research model is designed on the factors of Unified Theory of Acceptance and Use of Technology and simultaneously analysed, or performed the empirical analysis of the PLS-SEM(Partial Least Squares structural equation model) in order to forage for the association among mobile convenient payment service's features. Findings According to the empirical analysis consequence, this research confirmed that the adoption of mobile convenient payment services is influence by features on the basis of Unified Theory of Acceptance and Use of Technology, mobility, and trust. Also, this paper figure out that the behavior of an user acceptance of mobile convenient payment services according to the type of high and low value payments.

• Human Ecology Research
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• 제54권4호
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• pp.405-414
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• 2016

The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

• International Journal of Human Ecology
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• 제10권1호
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• pp.23-33
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• 2009

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

• 산경연구논집
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• 제13권8호
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• pp.29-50
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• 2022

Purpose - This study aims to investigate factors affecting Chatbot service acceptance attitude. For wide use of Chatbot service, firms need to find barriers or obstacles for customers, if any, not to use Chatbot service. Research design, data, and methodology - We apply value-based accept model to investigate the quality of Chatbot, to verify the meaning of service value of Chatbot and to find the relationship among variables. To test hypotheses, we conducted survey. We collected 300 questionnaires. SPSS version 2.0 is used. Regression analysis, moderating effect test is conducted. Results - 4 Qualities of Chatbot, Ease of use, Usefulness, Enjoyment, Interaction are affecting acceptance attitude, and 5 service values, only interaction does not affect emotion. Trust, Specialty, Necessity, Social, Emotion moderating Chatbot service to accepting attitude. Regarding moderating effects by personal characteristics and personal tendency, innovation resistance, innovativeness, and social effects are turned to have influence while regulatory focus, construal level does not have moderating force. Also, the auxiliary service like Chatbot service affects customers' evaluation on the main service quality. Conclusions - Service firms adopt Chatbot service for various purposes. The results imply that customers are generally recognize the merits of Chatbot, but there are some barriers such as innovation resistance characteristic especially uncomfortable.