• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.565-570
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• 2007

With e-commerce becoming international, understanding the effects of national culture in consumer acceptance of e-commerce is required. This study examines consumer e-commerce acceptance in Korea and China. The research model consisting of perceived usefulness, perceived ease of use, trust and perceived risk was proposed, and the hypotheses based on Hofstede's cultural dimensions of power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance and long-term orientation, were established. The results show that perceived usefulness contributes less to consumer acceptance of e-commerce in China than it does in Korea. In addition, perceived ease of use contributes more to consumer acceptance of e-commerce in China. Trust contributes significantly to consumer acceptance of e-commerce in both countries, but perceived risk didn't influence consumer acceptance of e-commerce in either country. The contribution of this study is to provide strategic insights for successfully managing cross-cultural e-commerce.

• 디지털산업정보학회논문지
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• 제8권3호
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• pp.185-198
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• 2012

This paper is to analyze consumer's acceptance phase of innovative IT product on the ground of dividing into product and application phase. In the acceptance phase of product determinants to consumer's satisfaction were analyzed and TAM(Technology Acceptance Model) were applied to the acceptance phase of application. It is analyzed that how well expected usefulness and perceived satisfaction to product have positively influence its performance and perceived satisfaction respectively in the acceptance phase of the product. In the acceptance phase of application, factors to consumers' satisfaction were analyzed to investigate its influence to the usefulness of application. Usefulness expectancy to the application and product were analyzed to figure out consumers'intention to use the product and effort and cost going into application use were also analyzed. Empirical study was implemented aimed at smart phone users. As a result, perceived usefulness expectancy to product have positively influence on perceived product performance and perceived product performance also affects perceived product satisfaction significantly. Although product satisfaction doesn't affect usefulness expectancy to the application, usefulness expectancy to the product and perceived product performance have positively influence on usefulness expectancy to the application significantly. And also usefulness expectancy to the both of application and product have positively influence on consumer's intention to use the product but consumer's effort and cost going into application doesn't affect to it, it's hold forth the possibility that consumer's effort affect consumer's intention to use the product.

• 유통과학연구
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• 제13권10호
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• pp.135-142
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• 2015

Purpose - Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology - This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results - The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play important roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion - It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

• 한국산학기술학회논문지
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• 제21권7호
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• pp.292-302
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• 2020

본 연구는 동북아권인 한국, 일본, 중국과 서구권인 이탈리아 문화권의 밀가루로 만든 면 11종을 가지고 묘사분석 방법과 소비자 기호 검사를 통하여 면의 관능적 특성 차이를 비교하였다. 묘사분석 훈련과정을 통해 짠맛, 분유 냄새, 이스트향, 탄력성, 경도 등 14가지의 관능적 특성을 도출하였다. 묘사분석에 의해 일본야끼우동은 한국야끼우동과 응집성이나 수분흡수정도, 입안에 남는 정도에서는 비슷한 특성을 가졌으나, 일본야끼우동은 탄력성이 약간 적고 촉촉한 정도가 한국야끼우동에 비해서 적었다. 소비자 기호도 검사에 대한 주성분 분석 결과 77.1% 설명력을 가졌으며, 단맛, 탄력성, 응집성, 씹힘성, 짠맛, 촉촉한 정도, 매끈한 정도 등은 양의 방향으로, 경도, 색, 구수한 맛, 밀가루맛 등은 음의 방향으로 나타났다. 전반적인 소비자 기호도와 묘사분석 특성간의 상관관계를 비교해볼 때 묘사분석 시 단맛(sweetness), 경도(hardness), 씹힘성(chewiness), 응집성(cohesiveness)의 특성이 강할수록 소비자들의 탄력성, 구수한맛의 선호도에 좋은 영향을 준 것으로 나타났으며, 묘사분석의 신맛(sourness), 탄력성(springness), 응집성(cohesiveness)의 관능적 특성이 강할수록 소비자들의 전반적인 기호도(Overall consumer acceptance), 맛의 기호도(Taste consumer acceptance), 텍스처기호도(Texture consumer acceptance), 향미기호도(Flavor consumer acceptance)에 좋은 영향을 주는 것으로 나타났다. 또한 묘사분석의 이스트향(yeast flavor), 부착성(adhesiveness), 우유 냄새(milky flavor), 분유냄새(milk powder flavor)의 관능적 특성이 강할수록 소비자들의 전반적인 기호도(Overall consumer acceptance), 맛의 기호도(Taste consumer acceptance), 텍스처기호도(Texture consumer acceptance), 향미기호도(Flavor consumer acceptance)에 부정적인 영향을 주는 것으로 나타났다.

• 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.

• 한국식품영양학회지
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• 제23권1호
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• pp.76-83
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• 2010

This study was conducted to analyze sensory characteristics and consumer acceptance with cookies made using various levels(0, 2, 4, 6 and 8% w/w) of Chrysanthemum indicum L. powder. Ten panels assessed sensory characteristics using a 15-point hedonic scale and forty-five consumers evaluated their acceptance based on a 7-point hedonic scale and best-worst scaling. The descriptive analyses reveled that cookie flavor did not differ significantly between the 2% added sample and the control. Cookie color and after taste increased significantly, while hardness, roasted taste, and sweetness taste decreased significantly according to increasing Chrysanthemum indicum L. powder concentration. In addition, the results of consumer acceptance showed that the overall acceptability, appearance, color, flavor, and taste decreased significantly in response to increasing Chrysanthemum indicum L. powder concentration. However, color, flavor, taste and overall acceptance with cookies did not differ significantly differ between the 2% and 4% sample. Additionally, among the cookies made with Chrysanthemum indicum L. powder, the 2% sample received the highest scores. In conclusion, the sensory optimal ratio of Chrysanthemum indicum L. powder was 2% based on the descriptive analysis of sensory characteristics and the consumer-acceptance testing.

• 감성과학
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• 제12권2호
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• pp.181-192
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• 2009

본 연구에서는 TAM을 적용하여 혁신적인 의류 제품인 스마트 의류에 대한 소비자의 태도와 수용의도를 설명하고자 하였다. 이를 위해 상용화된 스마트 의류 제품을 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성 요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. 이를 위해 확인적 요인분석, 상관관계분석과 스마트 의류 수용과정의 경로를 검증하기 위한 공분산 구조모형을 구성하였고, AMOS 5.0 package를 사용하여, 온라인 설문을 통해 얻은 557부의 유효 표본을 분석하였다. Davis(1989)가 제안한 TAM에, 스마트 의류 제품들의 판매 가격을 고려한 지각된 가치 변수를 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 입증하였으며, 8개의 경로가설 중 6개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는 다음과 같다. 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

• 한국정보시스템학회지:정보시스템연구
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• 제30권4호
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• pp.95-118
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• 2021

Purpose This study verified the moderating effect of consumer knowledge in relation to the factors affecting the acceptance intention of autonomous vehicles by adding trust to the United Theory of Acceptance and Use of Technology model for the commercialization of autonomous vehicles. Design/methodology/approach For this purpose, this study conducted a survey on general consumers who are interested in automobiles. A total of 250 questionnaires were distributed and collected, and 242 questionnaires were used for analysis. To test the hypotheses, multiple regression analysis and multiple group analysis were performed. Findings Performance expectations, effort expectations, social influence, and trust were found to have a positive effect on the acceptance intention of autonomous vehicles. In addition, consumer knowledge between performance expectation and acceptance intention and between effort expectation and acceptance intention was confirmed as a variable that can moderate the relationship.

• 한국식품영양학회지
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• 제30권4호
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• pp.719-727
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• 2017

The objective of this study was to investigate the effect of alcohol content in Makgeolli made with Chinese matrimony vine (M-CMV) on the sensory profile and consumer acceptability. The M-CMVs were prepared with 6, 7, 8, and 9% alcohol content. Descriptive analysis of M-CMV was performed with six trained panelists. Thirteen attributes were generated and their intensities were alcohol content dependent. The consumer acceptance test was conducted with 57 consumers. M-CMV samples with 7% alcohol had the highest acceptance rate (5.8) followed by 6% M-CMV (5.6). Commercial rice Makgeolli (CRM) had the lowest consumer acceptance. Consumers were divided into two groups by clustering analysis. The majority of consumers (n=38) preferred M-CMV and did not like the commercial sample. Only 19 consumers indicated high acceptance ratings for CRM. However, these consumers also preferred 6 and 7% M-CMV. Partial least-squares regression analysis revealed moderate attribute intensities were related to greater consumer acceptability. The optimal alcohol content for the greatest consumer acceptance predicted by linear regression was 6.7%.

• 한국의류산업학회지
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• 제22권2호
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• pp.149-157
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• 2020

The current study tests the effect of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance, mediated by creative fashion consumer efficacy. Creative fashion consumer efficacy refers to a consumers' belief in the ability to consume fashion products in a creative way. The survey was conducted on 474 people between 20 and 40 years of age in a panel of online survey firms. Data was analyzed using reliability analysis and frequency analysis by SPSS 20.0 along with confirmatory factor analysis and structural equation modeling done by AMOS 20.0. The results reveal that creative fashion consumer efficacy consists of original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy that is consistent with the original structure of creative consumption efficacy. In addition, fashion product knowledge and confidence in fashion coordination do not affect innovative fashion product acceptance. The effects of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance are fully mediated through creative fashion consumer efficacy. The results of this study demonstrate that people who are knowledgeable, confident and associated with fashion product consumption can have a high level of creative fashion consumer efficacy that increases innovative fashion product acceptance.