• Asia pacific journal of information systems
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• v.18 no.3
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• pp.67-90
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• 2008

Prior to making choices among online products and services, consumers often search online product reviews written by other consumers. Online product reviews have great influences on consumer behavior because they are believed to be more reliable than information provided by sellers. However, ever-increasing lists of product reviews make it difficult for consumers to find the right information efficiently. A customized search mechanism is a method to provide personalized information which fits the user's requirements. This study examines effects of a customized search mechanism and perceived similarity between consumers and product reviewers on consumer behaviors. More specifically, we address the following research questions: (1) Can a customized search mechanism increase perceived similarity between product review authors and readers? (2) Are product reviews perceived as more credible when product reviews were written by the authors perceived similar to them? (3) Does credibility of product reviews have a positive impact on acceptance of product reviews? (4) Does acceptance of product reviews have an influence on purchase intention of the readers? To examine these research questions, a lab experiment with a between-subject factor (whether a customized search mechanism is provided or not) design was employed. In order to enhance mundane realism and increase generalizability of the findings, the experiment sites were built based on a real online store, cherrya.com (http://www.cherrya.com/). Sixty participants were drawn from a pool that consisted of undergraduate and graduate students in a large university. Participation was voluntary; all the participants received 5,000 won to encourage their motivation and involvement in the experiment tasks. In addition, 15 participants, who selected by a random draw, received 30,000 won to actually purchase the product that he or she decided to buy during the experiment. Of the 60 participants, 25 were male and 35 were female. In examining the homogeneity between the two groups, the results of t-tests revealed no significant difference in gender, age, academic years, online shopping experience, and Internet usage. To test our research model, we completed tests of the measurement models and the structural models using PLS Graph version 3.00. The analysis confirmed individual item reliability, internal consistency, and discriminant validity of measurements. The results show that participants feel more credible when product reviews were written by the authors perceived similar to them, credibility of product reviews have a positive impact on acceptance of product reviews, and acceptance of product reviews have an influence on purchase intention of the readers. However, a customized search mechanism did not increase perceived similarity between product review authors and readers. The results imply that there is an urgent need to develop a better customized search tool in order to increase perceived similarity between product review authors and readers.

• Information Systems Review
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• v.21 no.3
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• pp.27-47
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• 2019

The purpose of this study is to propose a conceptual model for the tourism application of the block chain consensus construct and to test the intention of technology acceptance of potential consumers. First, we have tried to investigate the security, reliability, functionality was derived. Secondary, structural validation of the proposed model confirmed the factors influencing the acceptance of block chain technology in terms of consumers. Based on this, we apply the Unified Theory of Acceptance and Use of Technology to evaluate. Individual innovation and block-chain technology have a strong causal relationship with the proposed block chain acceptance intentions based on the Hybrid Block Chain Consensus system, which shows strong innovation and strong cognitive status. In addition, the factors directly affecting the acceptance of block-chain are the benefits expected from the block chain, the technical infrastructure required to use the service, the perceived benefits available. The influence of the surrounding environment on the adoption of technology and ease of use on new technology did not affect the acceptance intention significantly.

• The Research Journal of the Costume Culture
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• v.28 no.4
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• pp.409-419
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• 2020

Building on Technology Readiness and Acceptance Model(TRAM), the study aimed to examine how technology readiness affects consumers' perceptions of ease of use, usefulness, and risk, which in turn predict their intention to use retail service robots. Specifically, the study proposed that technology readiness motivators (optimism and innovativeness) would influence perceived ease of use and usefulness, while technology readiness inhibitors (discomfort and insecurity) would affect perceived risk. The study further examined if the perception factors (ease of use, usefulness, and risk) contribute to intention to use retail service robots. A survey method was used with data collected from Korean consumers. The final sample size was 418. The data was analyzed using structural equation modeling. Findings of the study revealed that technology readiness motivators positively affected perceived ease of use and usefulness while innovativeness had no impact on usefulness. All the inhibitors increased perceived risk. Lastly, as hypothesized, perceptions of ease of use, usefulness, and risk predicted intention to use retail service robots. This study extended the retail technology literature by applying and validating TRAM to the context of consumer acceptance of retail service robots. The study further helped marketers and retailers by highlighting the importance of technology readiness in improving consumer perceptions and responses towards retail service robots.

• Human Ecology Research
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• v.54 no.4
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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.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.17 no.10
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• pp.2750-2767
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• 2023

Live Commerce is rapidly emerging as a new paradigm for the digital economy and consumption activities in the post-COVID era. Many prior studies have been conducted on Live Commerce, but studies focusing on the characteristics of sources of Live Commerce are insufficient. This study aimed to investigate the human factors of sources that affect consumers' intention to use Live Commerce. For this purpose, based on an expanded TAM (Technology Acceptance Model) through literature research, variables were set, and a survey was conducted targeting Korean consumers who have experienced purchasing products through Live Commerce. Excluding unreliable data, 201 responses were utilized in the analysis of this study. At first, the measurement tools were checked through validity and reliability verification, and correlation analysis was conducted to identify the relationships between variables. Then, the proposed hypotheses were verified through multiple regression analysis. As a result, firstly, the human factors of sources had a positive effect on PU (Perceived Usefulness). Secondly, the PEOU (perceived ease of use) had a positive effect on both PU and CS (Consumer Satisfaction). Thirdly, PU had a positive effect on CS and ITU (Intention to Use). Finally, CS with Live Commerce had a positive effect on the ITU. Through this study, we try to provide an understanding of consumer behavior in the Live Commerce environment and contribute to enhancing the service provider's ability to offer high-quality Live Commerce content.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.155-168
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• 2018

The purpose of this study was to investigate characteristics of Blockchain to introduce Blockchain technology to the medical industry. Thus, the 5 factors such as Security, Availability, Reliability, Diversity and Economic feasibility were used as the characteristics of Blockchain, which are independent variable, based on precedent studies. Also, Technology Acceptance Model(TAM) that are widely used in the research on Acceptance Intention in order to introduce new technology accept was utilized for intervening variable and dependent variable. For the purpose of this study, the health professionals and ordinary people were classified into health care providers and medical service consumers respectively to conduct survey and comparative analysis. The researching findings discovered that Hypothesis1-1(Security-Perceived Easiness-Acceptance Intention), Hypothesis2-1(Security-Perceived Usefulness-Acceptance Intention) and Hypothesis 3-1(Security-Perceived Easiness-Perceived Usefulness-Acceptance Intention) were rejected in all participants including health professionals and ordinary people. Additionally, all characteristics of Blockchain such as Availability, Reliability, Diversity and Economic feasibility were rejected in Hypothesis3-2 and Hypothesis 3-5 that pass through Easiness and Usefulness to Acceptance Intention, in case of the medical service consumers. Thus, this study discovered and confirmed that there's difference between the health care providers and medical service in the characteristics of Blockchain, as they pass through Perceived Easiness and Perceived Usefulness to Acceptance Intention. The significance of this study can be found, as it suggested activation plan through empirical analysis, which was hardly ever used in the study on Blockchain activation.

• Food Science and Biotechnology
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• v.17 no.1
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• pp.144-150
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• 2008

The main objective of this study was to understand the factors affecting the acceptance of fermented soybean products. Seventy-six consumers rated the acceptance and perceived intensity of 4 types of Korean and 4 types of Japanese style fermented soybean products. The consumer's food variety seeking tendency and the general attitude toward various fermented soybean products were measured. Ten descriptive analysis panelists evaluated the sensory characteristics of the 8 samples. Univariate and multivariate statistical analyses were applied to the data sets. Fermented soybean products consisting of sweet and moist sensory characteristics were preferred the most. The variety seeking tendency was not an effective predictor for understanding the acceptance of the products tasted in the experiment. K-means cluster analysis identified 3 sub-consumer segments sharing a common preference pattern for the 8 samples within each group. These 3 groups somewhat differed in the consumption frequency, acceptance, and familiarity of various fermented soybean products in general.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• Fashion & Textile Research Journal
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• v.18 no.3
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

• Korean journal of food and cookery science
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• v.30 no.2
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• pp.200-211
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• 2014

This study was conducted to identify the sensory characteristics of four kinds of wild vegetables (samnamul, miyeokchwi, daraesoon and bangpung namul), which were prepared through three different soaking methods: SBS (soaking both before and after boiling), BS (soaking only after boiling) and B (never soaking). Moreover, it also compared the consumer acceptance of these samples in Korea. A descriptive analysis was performed on 12 samples (Sam_SBS, Sam_BS, Sam_B, Miyeokchwi_SBS, Miyeokchwi_BS, Miyeokchwi_B, Daraesoon_SBS, Daraesoon_BS, Daraesoon_B, Bangpung_SBS, Bangpung_BS and Bangpung_B) by 10 trained panelists. Furthermore, 115 consumers evaluated the overall acceptance (OL), acceptance of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL) of the samples using a 9-point hedonic scale; they also rated the perceived intensities of toughness, roughness and moistness using a 9-point just-about-right (JAR) scale. According to the results of the PLSR data, the Sam_SBS sample, which had significantly (p<0.05) high muddiness, moistness, brightness, redness, oily appearance, sesame oil flavor, softness and greasy attribute scores, presented the highest acceptability and consumer desire scores for consumers. On the other hand, the Miyeokchwi_B and Bangpung_B samples, which had relatively high toughness, crispiness, roughness, bitterness and, astringent attributes scores, were the least preferred samples. Therefore, the muddiness, moistness, brightness, oily appearance, sesame oil flavor, softness and greasy attributes were drivers of "liking," whereas toughness, crispiness, roughness, bitterness, astringent attributes acted as drivers of "disliking" for consumers.