• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.16 no.6
• /
• pp.1935-1952
• /
• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• Proceeding of Spring/Autumn Annual Conference of KHA
• /
• 2008.11a
• /
• pp.332-337
• /
• 2008

The supply of digital homes has been increasing but digital home services which meet consumer needs under the various conditions have not identified. The purpose of the study was to investigate the residents' characteristics living in digital apartments with comparison of their innovativeness toward technology. Residents who lived in two apartment complexes equipped with fundamental digital home services(Level 1 service) were selected to conduct the survey. A total of 500 responses were used for data analyses. Responses were classified into three groups based on their innovativeness toward technology for data analyses. The results of the study showed that residents' socio-demographic and housing related characteristics differed according to their acceptance trait of new technology. Early adopters and early majority were younger, higher income, and more educated than late adopters. Also, they were more likely to be renters and consider installation of digital home services before they moved in. Respondents who had higher innovativeness tended to experience more positive life changes after using digital home services and possessed more and many digital appliances. Remote control and remote meter reading service were the most preferable features among digital home services without no differences in three groups.

• Journal of the Korean housing association
• /
• v.20 no.2
• /
• pp.1-10
• /
• 2009

The supply of digital homes has been increasing but digital home services which meet consumer needs under the various conditions have not identified. The purpose of the study was to investigate the residents' personal characteristics living in digital apartments with comparison of their trait of innovativeness toward technology. Residents who lived in two apartment complexes equipped with fundamental digital home services (Level 1 service) were selected to conduct the survey. A total of 500 responses were used for data analyses. Responses were classified into three groups based on their innovativeness toward technology for data analyses. The results of the study showed that residents' sociodemographic and housing related characteristics differed according to their acceptance trait of new technology. Early adopters and early majority were younger, higher income, and more educated than late adopters. Also, they were more likely to be renters and consider installation of digital home services before they moved in. Respondents who had higher innovativeness tended to experience more positive life changes after using digital home services and possessed more and many digital appliances. Remote control and remote meter reading service were the most preferable features among digital home services without no differences in three groups.

• Korean Journal of Childcare and Education
• /
• v.19 no.1
• /
• pp.1-21
• /
• 2023

Objective: The purpose of this study was to examine the structural relationship among child care center innovativeness, the early childhood(EC) teacher's digital literacy(DL), technostress and teacher efficacy. Methods: The participants were 454 EC teachers and were selected only if they had worked for more than one year. The innovativeness of childcare centers, the teacher's DL, technostress, and teacher efficacy were assessed through online self-report questionaries. Data were analyzed through ANOVA, t-test, and SEM. Results: First, DL and technostress of EC teachers differed in some ways depending on the teacher's demographic background, the characteristics of their working institution, and their educational level of digital skills. Second, the childcare center innovativeness directly had a significant positive effect on DL, technostress, and efficacy of the teachers. In addition, the effect of the innovativeness on teacher efficacy was mediated by DL and technostress of the teachers. Conclusion/Implications: The more efforts made of childcare centers for recognizing the rapid development of DL and trying to change, the better the teacher's scores of DL and the appropriate technostress were, which increases teacher efficacy. So, continuous training and education for teachers with consideration of age and teaching experience, as well as public aid to improve teachers' DL skills are required.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.9 no.1
• /
• pp.202-213
• /
• 2008

This study set up a relational model and an assumption concerning how consumer innovativeness could affect the usage motive of digital photos and the usage intention of digital photo printing service, by utilizing the theory of Uses and Gratification(U&G) and Technology Acceptance Model(TAM) so as to cope with the changes in market environment and to construct a new business model. The results fur the study were as below First, innovativeness had a positive effect on convenience, entertaining element and sociality in the relational model of overall innovativeness and usage motive of digital photos. Second, it has been noted that innovativeness had a positive effect on the usage intention of digital photo printing service in the relational model between overall innovativeness and its usage intention. Third, it has been demonstrated that convenience, entertaining element, economic feasibility and sociality had a positive effect on its usage intention in the relational model between overall usage motive of digital photos and the usage intention of digital printing service

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.7 no.1
• /
• pp.127-141
• /
• 2011

This paper provides a method to evaluate the competitiveness based on IT innovativeness considering the adoption phase and shows how to apply the method with a case of foreign market in the early-adoptive phase. The proposed method considers a variety of corporate and market characteristics concerned with the technology adoption, and it consists of several internal and external impacting factors that can influence the level of IT diffusion. Main advantage of this method is the ease of its applicability that allows evaluating the innovativeness, regardless of corporate size, industry type, or level of technology adoption. Therefore, it is possible for this method to evaluate the technology competitiveness easily and repeatedly, in terms of IT innovativeness by inter-organizations and inter-nations. For the case analysis, the Mongolian IT market with several Korean IT joint firms is introduced, and final data resulted from an early-adoptive phase case are analyzed.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.6 no.2
• /
• pp.209-224
• /
• 2010

This study is focus on consumer innovativeness. The purpose of this study is to explore variable that affect users' perceived value of mobile advertising and actual response intension to analyze relationship among variables. We built research new model based on the Technology Acceptance Model(TAM) and the Ducoffe's model(1996). The result of this study can be summarized as below. First, consumer innovativeness had a positive effect on convenience, the entertaining element and informativeness. Second, credibility and convenience had a positive effect on mobile advertising value. Third, Mobile advertising value had a positive effect on actual response intention to mobile advertising. As shown in the result of this study, the relation between perceived value of mobile advertising and actual response intention, depending on innovativeness in accordance with mobile advertising characters elements.

• Fashion & Textile Research Journal
• /
• v.9 no.1
• /
• pp.35-40
• /
• 2007

Smart Clothing is digital wear progressed from wearable computer that the function of clothing is unified with that of a computer to extend human ability in everyday life. To study consumers' perception and responses toward the Smart Clothing, this study tested the influence of fashion innovativeness and technological innovativeness on attitudes and buying intention related to the Smart Clothing. Data were collected through a survey with 256 male and female adults in age from 18 to 45 year old. The results of Pearson correlation analysis revealed that there was not a positive relationship between fashion innovativeness and technological innovativeness. Multiple regression analysis indicated that fashion innovativeness was a significant predictor of attitudes and buying intention regarding the Smart Clothing. In addition, respondents were classified into four groups according to the scores of their fashion innovativenss and technological innovativeness. A series of ANOVA and Duncan test were used to determine if significant differences existed among four groups. The group having high level of innovativeness on both fashion and technology had the most positive attitudes toward smart clothing. The individuals having cognitive experiences of the Smart Clothing had higher level of fashion innovativeness and more positive attitudes to it. Based on these findings, recommendations for the developer of Smart Clothing and future research are offered.

• Journal of Digital Convergence
• /
• v.18 no.10
• /
• pp.195-206
• /
• 2020

This study aims to analyze the effect of consumer characteristics such as consumer innovativeness on using popular social media in Korea. Social media usage is estimated by probit and multinomial probit model with user characteristics using Korea media panel data of 2019. According to the analysis, users with hedonoc innovativeness are likely to use social media, while users with cognitive innovativeness are not likely to use it. Regarding individual social media usage, functional innovativeness increases the probability of using Kakaostory, and hedonic innovativeness increases the likelihood of using Instagram. However, cognitive innovativeness decreases the probability of using Kakaosotry and Naver Band. This study gives insights into finding out specific social media for marketing certain products with innovativeness. In future research, it may be worthwhile to analyze under the assumption that a social media user is using several social media simultaneously.

• Journal of Digital Convergence
• /
• v.10 no.10
• /
• pp.75-83
• /
• 2012

The aim of this study is to test the behavioral acceptance of adopting smart-media for special education teachers on the points of personal innovativeness and social influence with structural equation modeling(SEM). The corelation of factors such as personal innovativeness, social influence, performance expectancy and behavioral intention are significant. The results of SEM analysis show that the direct impact of social influence on performance expectancy and behavioral intention is significant. The indirect impact of social influence toward behavioral intention through performance expectancy is also significant. However, the personal innovativeness is not statistically significant factor affecting performance expectancy and behavioral intention.