• 디지털융복합연구
• /
• 제19권4호
• /
• pp.217-225
• /
• 2021

본 연구는 OTT 이용자 320명을 대상으로 큐레이션 서비스 수용에 영향을 미치는 영향 요인을 살펴봄으로써 콘텐츠 전략을 수립하는데 요구되는 시사점을 제공하고자 하였다. 연구결과를 살펴보면, 첫째, 혁신성이 성과기대에 미치는 영향을 살펴본 결과, 혁신성은 성과기대에 정적 영향을 미치는 것으로 나타났다. 둘째, 혁신성이 노력기대에 미치는 영향을 살펴본 결과, 혁신성은 노력기대에 정적 영향을 미치는 것으로 나타났다. 셋째, 성과기대가 지속이용의도에 미치는 영향을 살펴본 결과, 성과기대는 지속이용의도에 정적 영향을 미치는 것으로 나타났다. 넷째, 노력기대가 지속이용의도에 미치는 영향을 살펴본 결과, 노력기대는 지속이용의도에 정적 영향을 미치는 것으로 나타났다. 다섯째, 사회적 영향력이 지속이용의도에 미치는 영향을 살펴본 결과, 사회적 영향력은 지속이용의도에 유의한 영향을 미치지 못한 것으로 나타났다. 여섯째, 촉진조건이 지속이용의도에 미치는 영향을 살펴본 결과, 촉진조건은 지속이용의도에 유의한 영향을 미치지 못한 것으로 나타났다. 이상의 결과는 OTT 이용자들이 큐레이션 서비스에 대한 성과기대와 노력기대를 높게 인식할수록 지속이용의도도 높아지는 것으로 평가할 수 있다. 본 연구는 OTT 큐레이션 서비스의 지속이용의도에 영향을 미치는 요인들을 검증하고, UTAUT 모델의 확장 가능성을 확인하였다는 점에서 의의가 있다.

• Journal of Information Technology Applications and Management
• /
• 제20권3호
• /
• pp.31-42
• /
• 2013

With a focus on Facebook, the most popular social network service (SNS), this research tried to find out which type of motivation makes users to spend more time on the SNS and in the same vein, which type of motivation makes users to believe that they will continue to use the SNS. The result shows that the need for play (entertaining) and image as social reputation affect the current amount of use, while the needs for information search, building relationship, and entertainment would make them continue to use.

• The Journal of Asian Finance, Economics and Business
• /
• 제8권8호
• /
• pp.573-581
• /
• 2021

This paper examines the effect of e-service quality on the users of the Facebook marketplace. Users can always have stickiness intention. Stickiness intention is regarded as repetitive visits to and use of a certain website because of a commitment to continue using that website. Hence, we examine and explain the influence of e-service quality variables on stickiness intention. The variables used for e-service quality include efficiency, fulfillment, system availability, and privacy. The researchers related stickiness intention variable to online media users who always use the Facebook marketplace longer than other marketplaces, and users who visit the Facebook marketplace more often than other marketplaces. The method of data analysis was using inferential statistics GeSCA method. The GeSCA method is a Structural Equation Modeling (SEM) technique that can directly analyze latent variables, indicators, and measurement errors. The results of the GeSCA method before the COVID-19 pandemic states that an increase in e-service quality by 77.5% will increase stickiness intention by 61.2%. The results of the GeSCA method after the COVID-19 pandemic states that an increase in e-service quality by 85.2% would increase stickiness intention by 81.1%. This indicates that Facebook marketplace users had more stickiness intention for the Facebook marketplace.

• 한국IT서비스학회지
• /
• 제22권4호
• /
• pp.1-19
• /
• 2023

This study is a study on the effect of technical readiness factors on counselors' intention to use when applying AICC. AICC counselors experience improved customer service and emotional stability by receiving various monitor notification window services based on artificial intelligence algorithms such as customer counseling history, prohibited word control system, and customized counseling system. Accordingly, this study tried to verify using factors derived from technology readiness theory and technology acceptance theory among the factors affecting the intention to continue using AICC provided to counselors. To verify the research hypothesis, the causal relationship between variables such as Optimism, Innovativeness, Discomfort, Insecurity, and Technology Acceptance Theory, such as Team Support, Ease of Usage, and Innovation Resistance, was verified. As a result of empirical analysis, first, it was verified that Optimism has a positive (+) effect on Team Support and Ease of Usage, and Discomfort and Insecurity have a negative (-) effect on Ease of Usage and Team Support. Second, it was confirmed that Team Support and Ease of Usage had a positive effect on the Intention to use AICC. Based on the above empirical analysis results, the concepts of Technical Readiness were clearly proved, and in practical terms, AICC helped inquiry, quality evaluation, recording, and management of counseling history, ultimately increased corporate work efficiency.

• 한국IT서비스학회지
• /
• 제23권3호
• /
• pp.65-89
• /
• 2024

This study aims to enhance the continuous utilization of community mapping by structurally understanding the intentions behind its ongoing use and the impacts related to it, grounded in prior research. By analyzing existing community mapping cases through literature studies on community mapping, this research identifies the characteristics of community mapping that motivate its sustained use. Moreover, based on the Uses and Gratifications Theory and the Participatory Communication Model (PCM), this study proposes a research model to investigate the factors influencing the intention to continue using community mapping. Unlike previous studies, which primarily focused on developing and applying community mapping processes for case studies, this research not only develops and applies a community mapping process but also aims to apply the findings related to the intention of continued use in future community mapping activity processes for sustained engagement.

• 한국컴퓨터정보학회논문지
• /
• 제27권9호
• /
• pp.217-224
• /
• 2022

본 연구는 D&M 모델과 ECM모델을 기반으로 소비자가 대중교통 모바일 결제 앱을 지속적으로 사용하는 데 영향을 미치는 연구 모델을 구축하였다. 온라인 설문조사를 통해 중국 베이징지역에서 264개의 유효한 설문지를 획득하여 Smartpls3.0으로 분석하였다. 연구 결과는, 지각된 정보의 질, 지각된 시스템의 질, 그리고 지각된 인터페이스 설계의 질은 지각된 유용성과 만족을 통하여 소비자 지속적 사용의도에 유의한 긍정적 영향을 미치는 것으로 나타났다. 지각된 기능의 질은 단지 지각된 유용성만을 통해 지속적 사용의도에 긍정적인 영향을 미치는 것이다.

• 한국전자거래학회지
• /
• 제15권4호
• /
• pp.123-142
• /
• 2010

정보기술 수용 후 행동 즉 정보기술에 대한 지속적 사용여부는 해당 정보기술에 대한 자신의 경험이 의사결정 과정에서 중요한 역할을 하게 된다. 정보기술의 수용과 관련하여 수행된 대부분의 선행연구들은 자신들의 경험에 기초하여 형성된 신념에 기초를 두어 해당 정보기술의 수용여부를 결정하게 되며, 기존의 정보기술 이용 경험으로부터 형성된 친숙성, 사용성, 만족 등이 주로 사용되어 왔다. 최근에 일부 연구들에서는 정보기술의 지속적 사용과정에 잠재의식적 행위에 관심을 보이고 있어 본 연구에서는 정보기술에 대한 이용습관을 지속적 사용과정에 중요한 역할을 수행할 것으로 가정하였다. 이에 본 연구는 최근 많은 사람들이 이용하고 있는 모바일 SNS를 대상으로 하여 기존의 이용경험으로부터 형성된 친숙성, 사용성, 만족 그리고 잠재의식적 행위를 측정하기 위해 이용습관을 각각 설정하였으며, 이들 변수들이 충성도에 어떠한 영향을 미치는지 확인하기 위한 연구가설과 연구모형을 설정하였다. 실증분석 결과 모바일 SNS 이용자들의 경우 기존의 이용경험으로부터 형성된 정보기술에 대한 친숙성, 사용성, 만족 그리고 이용습관이 충성도에 유의적으로 영향을 미치고 있음을 확인하였으며, 특히 이용습관이 매개변수로서의 역할을 수행하고 있음을 확인하였다. 이러한 연구결과는 기존의 정보기술 이용경험으로부터 형성된 여러 특성들과 함께 잠재의식적 행위를 나타내는 이용습관이 매우 중요하게 작용한다는 점을 실증적으로 확인하였다는 의미를 지니고 있다.

• Asia pacific journal of information systems
• /
• 제29권3호
• /
• pp.468-488
• /
• 2019

As the growth of online travel agencies (hereafter OTAs) accelerates, competition among hotels to gain exposure on the first page of OTA websites, and the financial burden, such as commissions hotels have to pay in return, are increasing. Therefore, to facilitate successful management in the tourism industry, it is important to establish what makes people continue the practice of using OTAs to book rooms in hotels and other accommodation outlets. By adopting the heuristic-systematic model (HSM), this study explores the factors that drive consumers' continued use of OTA and classifies them into heuristic cues (brand awareness, cost saving, and scarcity message) and systematic cues (recommendation quality and the ability to provide reputation). Furthermore, we divided the sample based on the location of hotels within and outside Korea, and investigated the different roles of the cues between two models. The results are expected to provide theoretical and practical implications for both OTAs and hotels.

• ETRI Journal
• /
• 제38권3호
• /
• pp.589-598
• /
• 2016

An application that has a simple user interface not only motivates a user to continue using the application, but also enables the user to develop their mental model for the application - the like of which is a product of their interaction with the application. In the information systems literature, little empirical research has been undertaken on the effects of the mental model and motivation on smartphone users' behavioral beliefs. Therefore, the aim of this study is to suggest a research model that can examine the following: 1) the effects that the mental model has not only on smartphone users' behavioral beliefs (that is, perceived usefulness and ease of use of an application) but also on their behavioral intention to use an application and 2) the effects that smartphone users' intrinsic motivation has on their behavioral beliefs through an expansion of the mental model. A survey is conducted, and structural equation modeling is then used to analyze the survey data. The results, through consideration of variables such as intrinsic motivation, perceived usefulness, perceived ease of use, and user satisfaction, indicate that the mental model has an indirect effect on a user's intention to use an application.

• 디지털산업정보학회논문지
• /
• 제18권2호
• /
• pp.49-59
• /
• 2022

This study aims to understand the effects of perceived usefulness, perceived ease, and expected matching on user satisfaction and continuous use intention for the learning management system (LMS). To this end, an online survey was conducted on K University students located in Chungcheongbuk-do, and 488 data were analyzed and utilized. First, it was found that the expected match of the learning management system had an effect on perceived usefulness and perceived ease. Second, it was found that perceived usefulness, perceived ease, and expected matching had an effect on user satisfaction. Perceived usefulness, user satisfaction and perceived ease of use were found to have an effect on the intention to continue using. It can be seen that the improvement of the quality of the university education system has an effect on the improvement of learners' learning effects and satisfaction. Accordingly, it is necessary to seek various ways to continuously manage the quality of the learning management system.