• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.1073-1087
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• 2020

The purpose of this paper is to (1) evaluate a proposed conceptual model based on integrated Technology Acceptance Model (TAM) and Corporate Social Responsibility (CSR); (2) compare the differences between Vietnam and South Korea regarding the effects of consumer perception of CSR activities and technology acceptance on intention to adopt mobile banking. Structural Equation Modeling (SEM) was conducted to analyze the data collected from the field survey questionnaires administered to a convenience sample of Vietnamese and Korean banking customers. The results showed that there is a difference between South Korea and Vietnam with regard to intention to use mobile banking services. While the effects of social responsibility and environmental responsibility on trust, trust on perceived usefulness, perceived risk on intention to use, perceived usefulness on intention to use were significant in the context of Vietnam but those effects were not significant in South Korea. Therefore, this study has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of m-banking from the Vietnamese and Korean customers' perspectives. Finally, practical and theoretical implications for both banks and researchers in the m- banking context are also discussed in the concluding section.

• 통상정보연구
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• 제16권3호
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• pp.3-23
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• 2014

본 연구는 최근 SNS의 폭발적인 성장에도 불구하고 공개형 SNS에 비해 폐쇄형 SNS가 활성화되고 있는 것이 장기적으로는 SNS 콘텐츠를 제공하는 기업이나 SNS를 이용해 마케팅전략을 구사하는 기업들에 모두 부정적인 영향을 미칠 것이라는 점에 주목하고 SNS 이용저하의 원인을 찾고자 하였다. 연구수행을 위해 대학생 이상의 남녀 성인 총 205명을 대상으로 설문을 실시하고 이중 불성실한 응답을 한 8명을 제외한 197명의 유효설문지를 분석에 활용하였다. 수정된 원형/행동경향 모형에서 제안한 두 가지의 경로인 즉흥적이거나 상황에 반응하여 행동하는 행동경향의 경로와 합리적으로 생각하여 행동하는 경로가 각각 존재한다는 것을 확인하였다. 이론적 근거와 수정지수를 사용한 수정모형 분석결과 상호작용성은 즉흥적이거나 상황에 반응하여 행동하는 행동경향 경로 뿐 아니라, 합리적으로 생각하여 행동하는 행위의도 경로에 영향을 미치는 양면성을 지니고 있다는 것을 확인할 수 있었다.

• 벤처창업연구
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• 제8권4호
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• pp.67-79
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• 2013

메타분석은 여러 실증연구의 정량적인 결과를 통합과 분석을 통해 전체 결과를 조망할 수 있는 기회를 제공하는 통계적 통합 방법이다. 기술수용모델은 지난 20여 년 동안 경영정보시스템 연구에서 여러 가지 주제로 다루어지고 있으며, 지금도 여전히 계속 연구되어 오고 있다. 최근 정보통신기술과 지식정보사회의 융합은 정치, 경제 및 다양한 분야에 빠른 영향을 미치고 있다. 이러한 산업의 변화는 벤처기업 창업에 도움이 될 것이다. 따라서 기술수용모델을 기반으로 스마트폰 사용자들의 행동의도에 관한 연구들을 메타분석을 실시하였다. 또한, 본 연구는 2005년 이후 국내 학술지에 게재된 연구 중 기술수용모델의 개념간에 인과관계를 설정한 총 50편의 연구논문을 대상으로 하였다. 메타분석의 결과, 인지된 유용성에서 행위의도의 경로에 효과크기는 0.48을 보였으며, 인지된 사용 용이성에서 행위의도의 경로에 효과크기는 0.46으로 나타났다. 그리고 인지된 사용 용이성에서 인지된 유용성의 경로에 효과크기는 0.46으로 나타났다. 또한, 태도에서 행위의도의 경로에 효과크기는 0.61을 보였다. 분석결과를 바탕으로 선행연구와 비교분석을 통해 차이점을 논의하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.303-313
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• 2020

This study investigates the factors affecting Industry 4.0 adoption in the curriculum of university students in Ho Chi Minh City, Vietnam. Universities need to respond to the changing faces of Industry 4.0 and, hence, Education 4.0. A mixed method including both qualitative and quantitative methodologies was utilized. An in-depth interview was carried out for exploring, reviewing, and testing content validity of constructs and measurement items. The pilot study was conducted with 120 respondents. The conceptual model and hypotheses were developed using data collected by a questionnaire survey distributed to 584 respondents by both electronic and paper forms with non-probability and convenience sampling techniques. The result of structural equation modeling showed that occupation relevance, skills, facility conditions, and social influence impacted on the intermediates variables, namely, relevance advantage, perceived usefulness, behavioral intention-to-use, and actual use. The independent variables are occupation relevance, skills, facility conditions, and social influence. They impact actual use through mediating constructs such as relevance advantage, perceived usefulness, and behavioral intention-to-use. The findings suggest that universities and students' efforts aimed at increasing the factors' perceptions of adoption of Industry 4.0 will contribute to implementation success, where success is defined as effectual usage of Industry 4.0.

• Asia pacific journal of information systems
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• 제30권4호
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• pp.919-945
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• 2020

Social media platforms such as Instagram and Facebook lead to potential security risks, which consequently raise public concerns about privacy. However, most people rarely make active efforts to protect their personal data, even though they have shown increasing concerns about privacy. Therefore, this study examines the factors that determine social media users' behavior of using privacy settings and testifies the existence of privacy paradox in such a context. In addition, it investigates the mediating effects of implementation intentions on the relationship between intentions and behaviors. In the study, we collected data through questionnaires, and the respondents were undergraduate and graduate students in South Korea. After a pilot test (n = 92) and a set of face-to-face interviews, 266 usable responses were retrieved for data analysis finally. The results confirmed the existence of the privacy paradox regarding the use of social media privacy settings. And the implication intention did positively mediate the relationship between intention and behavior in the context of social media privacy settings. To the best of our knowledge, our study is the first in the information privacy literature to introduce the notion of implementation intention which is a much more powerful explanation and prediction of actual behavior than the (behavioral) intention.

• 한국콘텐츠학회논문지
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• 제22권2호
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• pp.630-646
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• 2022

본 연구에서는 온라인 미술품 플랫폼을 새로운 정보기술의 유형으로 보고 사용자의 지각된 가치와 신기술 수용이 수용 의도에 어떤 영향을 미치는지 검증하고자 하였다. 이를 위해 온라인 미술품 플랫폼 사용자 489명을 대상으로 설문 조사를 시행하였다. 지각된 가치는 정서적 가치, 기능적 가치, 사회적 가치, 금전적 가치로 선정하였고, 통합기술수용이론에서 활용된 예상성과, 예상노력, 촉진조건을 신기술 수용변수로 선정하였다. 지각된 가치의 정서적 가치와 사회적 가치는 신기술 수용에 전체적으로 유의한 영향을 미쳤고, 기능적 가치는 촉진조건에, 금전적 가치는 수용 의도에만 영향을 미치는 것으로 확인되었다. 신기술 수용요인에서 예상성과와 촉진조건은 수용 의도에 유의한 영향을 미치는 것으로 확인되었다. 본 연구는 온라인 미술품 플랫폼 사용자의 지각된 가치와 신기술 수용 측면에서 실증하였다. 이에 플랫폼 공급자가 사용자의 요구사항을 이해하고 반영하는 기초자료로 활용할 수 있을 것으로 기대한다.

• 한국정보시스템학회지:정보시스템연구
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• 제28권4호
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• pp.313-332
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• 2019

Purpose As mobile devices are in widespread use and location-based mobile advertising has grown rapidly in recent years, there exists a sharp increase among researchers as well as practitioners in the interest in the determinants of user's attitudes towards location-based Mobile advertising. The purpose of the research is to understand the predictors of attitudes towards location-based Mobile advertising and of the relationship between attitudes and behavioral intention. Design/methodology/approach To this end, we have conducted an online survey using 412 users who have the prior experience of viewing location-based advertising via their mobile devices. We excluded 31 invalid responses and performed an empirical analysis based on 381 responses. Findings The findings indicate that all the factors but 'perceived enjoyment' each have a significant, positive relationship with consumer attitudes towards location-based Mobile advertising. Furthermore, advertising attitude is positively associated with behavioral intention. We provide implications and future research directions based the research findings.

• Journal of Smart Tourism
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• 제2권3호
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• pp.5-15
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• 2022

As the utilization of technology in the tourism field becomes familiar, it greatly impacts people's tourism activities. These changes could also affect the behavior of tourists during the pandemic. To investigate consumers' adaptation to the self-service technology (SST) environment during the coronavirus disease of 2019 (COVID-19) pandemic, we adopted a model of absorptive capacity as the main framework for empirical research. To track the social effects of COVID-19, consumers' behavioral intentions for four different points in time are collected. The analysis was conducted using latent growth and structural equation modeling. We set the organizational and environmental characteristics as the first step of the model, with assimilation and trust as a middle step. Intention to use a kiosk is placed at the final step as an exploit. Findings indicate that organizational characteristics and environmental characteristics positively influenced assimilation and trust, except for environmental characteristics. Consumers' assimilation in SST encourages immediate intention to use a kiosk. Consumers' trust in kiosks positively impacts both immediate and continuance intention to use a kiosk during COVID-19.

• 융합정보논문지
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• 제12권1호
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• pp.127-134
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• 2022

본 연구의 목적은 피부미용서비스 이용자의 가치소비가 고객만족 및 행동의도에 미치는 영향을 분석하는 것이다. 피부미용서비스 이용 경험이 있는 소비자를 대상으로 하였으며, 통계분석은 SPSS WIN 21.0 프로그램을 활용하였다. 첫째, 피부미용서비스 이용자의 가치소비가 고객만족에 미치는 영향을 분석한 결과, 실용적가치, 사회적가치, 감정적가치가 높을수록 고객만족이 높은 것으로 나타났다. 둘째, 피부미용서비스 이용자의 가치소비가 행동의도에 미치는 영향을 분석한 결과, 사회적가치, 감정적가치가 높을수록 행동의도가 높은 것으로 나타났다. 피부미용서비스 이용자의 고객만족을 높이기 위해서는 합리적이고 실용적인 서비스 가치를 제공해야 할 뿐만 아니라 감정적 교감이나 사회적 유대관계를 형성하는 것이 필요하다. 또한 행동의도를 높이기 위해서는 이용자들에게 사회적 품격을 느낄 수 있는 품격 있는 서비스를 통해 감정적인 기분전환과 행복감을 느낄 수 있도록 서비스를 제공하여야 할 것이다.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.1189-1200
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• 2021

This study examines the role of perceived enjoyment, self-efficacy, and subjective norms as determinants of behavioral intention to use the OVO application. This study's target population is the users of the OVO application who have used it as an electronic transaction. This study's population was the OVO application users as an electronic transaction tool in Jember Regency. Samples were randomly selected at the time of the survey with specific criteria. The survey location is determined at the Plaza because it is a shopping center that mostly has payments at OVO partner merchants. The model empirically tested using data gathered from 150 respondents of OVO users. The research model was tested by using the structural equation modeling (SEM) approach. The results showed that all constructs in the original TAM model were statistically significant. Subjective norm has a positive effect on perceived usefulness, and perceived enjoyment positively affects perceived ease of use of OVO applications. On the other hand, applications' self-efficacy does not affect the perceived ease of using OVO applications for electronic transactions. This condition shows that subjective norms are dominant external individual perspectives compared to self-efficacy, which are personal internal characteristics in determining the behavioral intention of using OVO applications in electronic transactions.