• 한국콘텐츠학회논문지
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• 제13권12호
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• pp.690-701
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• 2013

소셜 네트워크 서비스(SNS)가 점점 널리 사용되면서 문화예술 콘텐츠 산업에서도 중요한 마케팅 수단으로 인식되고 있다. 사용자들은 SNS를 통해 다양한 문화예술 경험을 쉽게 공유할 수 있으며, 또 기업들은 SNS를 분석함으로써 사용자들을 잘 이해하고 이를 바탕으로 효과적인 마케팅을 수행할 수 있다. 본 연구에서는 SNS 이용 유형에 따라 사용자들의 영화 콘텐츠에 대한 행동과 태도를 분석하였다. 설문과 군집분석을 통해 SNS 사용자들을 '정보 추구형', '흥미 추구형', '관계 추구형'의 세 가지 유형으로 분류하였다. 그 다음 각각 사용자 유형에 따라 영화에 대한 정보 수집 채널, 선호 광고 유형, 영화 관람 후 활동을 분석하였다. 분석 결과, SNS 이용 유형은 영화 콘텐츠 관련 행동과 태도에 유의한 영향을 끼치는 것으로 나타났다. 이러한 결과는 영화산업에서 SNS 사용자 유형을 분석함으로써 효과적인 온라인 마케팅 전략을 수립할 수 있음을 시사한다.

• 한국통신학회논문지
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• 제28권11B호
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• pp.1007-1015
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• 2003

In this Paper, we propose a method of determining the price for the elastic traffic in the current or future Internet services. First, we investigate the behavior in the consumption of bandwidth of elastic traffic in IP network. Next, we propose a new method to relate the bandwidth usage with the pricing for the elastic traffic, which is based partially or fully on the usage rate of the network bandwidth. Next, we propose an optimal charging function for elastic traffic, which is applicable to any Internet services. Finally, we will illustrate the implication of the work via simple numerical experiments.

• 정보화정책
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• 제18권3호
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• pp.50-68
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• 2011

본 연구의 목적은 최근 주목받고 있는 스마트폰의 사용 행동 중에서 사용 중독에 영향을 미치는 요인들의 효과를 분석하고, 스마트폰 사용 중독이 사용자의 사회적 위축을 가져 오는지를 실증 분석을 통해 규명하는 데 있다. 구체적으로, 스마트폰 사용자의 자기 감시, 외로움, 자아존중감, 스마트폰 특성을 중심으로 한 변수들이 스마트폰 사용 중독에 어떠한 영향을 미치는지, 그리고 스마트폰 사용 중독이 사회적 위축에 미치는 효과를 실증적으로 분석하고자 하였다. 이를 위해 문헌 연구와 더불어 실증 조사를 실시하였으며, 스마트폰 사용자 315명을 대상으로 수집된 자료는 구조방정식 모형(Structural Equation Model) 기법의 한 통계 프로그램인 PLS(Partial Least Square)를 이용하여 측정 모형 및 가설들에 대한 검증을 실시하였다. 자료 분석 결과, 스마트폰 사용자의 자기 감시, 외로움 및 스마트폰의 특성은 스마트폰 사용 중독에 유의한 영향을 미치며, 스마트폰 사용 중독은 다시 사용자의 사회적 위축에 영향을 미치는 것으로 나타났다. 이러한 연구 결과를 토대로 연구의 의의와 시사점을 논의하였으며, 아울러 연구의 한계점과 향후 연구 방향을 기술하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제25권1호
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• pp.201-223
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• 2016

Purpose As social network games (SNG) enjoy rapid growth in the market and become a major sector of the gaming industry, it is of great interest to examine the how users continuously use SNG. In SNG, the users' social interaction is the most prominent advantage of the social network, as well as the entertainment afforded by the game. This study explores the relationship between altruism, which is considered the most prominent characteristic of SNS, and the continuance usage intention, as well as the moderating role of social capital. Based on social capital theory and organizational citizenship behavior, this research model considers social bonding and bridging that are divided by social capital. Design/methodology/approach An AMOS analysis based on survey data from 223 SNG users indicated that SNG with greater altruism enhance social capital (social bonding, social bridging), which is related to the user's satisfaction and the continuance intention of SNG. Findings Social bonding is positively related to the user's satisfaction with SNG. In other words, social bridging positively affects the continuous usage intention of SNG. These findings help managers in developing and implementing altruistic relationships and social capital for continuous usage of SNG.

• 한국경영과학회지
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• 제22권3호
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• pp.191-208
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• 1997

Recently, self-efficacy is one of the critical constructs that have been found to influence human decisions about behavior selection and the performance associated with the selected behavior. The construct has been widely adaopted and tested in the fields of social psychology and/or other behavioral sciences. In information system field, however, it has been hardly studied, although computer self-efficiency could have been an important factor explaining and predicting human computer usage behaviors. From this perspective, main proposes of the study are : (1) to develop a measure of computer self-efficacy, 2) to identify the factors influencing self-efficacy, and 3) to reveal the relationship between self-efficacy and computer usage behavior. By reviewing the literature, past experience, others'use, encouragement by others, and anxiety are selected as the factors influencing computer self-efficacy. Four hypotheses concerning the relationship between each of the variables and computer self-efficacy are tested by LISREL. One more hypothesis about the relationship between computer self-efficacy and computer usage is also tested. The results show that computer self-efficacy is significantly influenced by computer ansiety, encouragement by others, and computer experience, and that it is closely correlated with computer usage behavior.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2008년도 춘계학술대회
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• pp.525-540
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• 2008

With the competitive pressure and the development of information and communication technology, many organizations have introduced various kinds of enterprise-wide systems like enterprise resource planning (ERP) systems as strategic tools for the purpose of improving organizational performance. Despite their promised strategic benefits, however, their implementation has suffered from a high failure rate and difficulty in realizing the anticipated benefits. Previous studies have indicated that one of the most critical failure reasons is the lack of knowledge sharing and utilization across organizations. As a consequence, many information systems (IS) researchers have paid attention to examining the effect of absorptive capacity closely associated with knowledge sharing and transferring on IS usage performance. ERP systems implementation involves changes not only in systems but also in processes and other social dimensions, which can be related to organizational citizenship behavior (OCB) requiring appropriate communications and interactions among organizational members. A lack of communications and interactions due to a lack of OCB might lead to weak absorptive capacity and thus negatively influence knowledge sharing across organizations, because OCB facilitates a successful collaboration among functional units and positively impacts individual's attitude toward radical organizational change. With this motivation, this study has two research objectives. First, it introduces and tests a theoretical model accounting for the relationships among performance of ERP system usage, absorptive capacity, and OCB. Second, it examines a mediating role of absorptive capacity between OCB and performance of EPR system usage. Theoretical and practical implications of the study ware discussed, along with its limitations.

• Asia pacific journal of information systems
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• 제14권2호
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• pp.61-86
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• 2004

Despite their potential value, the mobile Internet services in the domestic market have not been widely accepted as industry experts have expected. To understand why, this study uses the TAM, Technology Acceptance Model, and explores the factors affecting the usage behavior of the end-users. Based on statistical analysis of survey data, we show that social influence and perceived ease of use affect perceived usefulness, and that self-efficacy and focus significantly influence perceived ease of use. Furthermore, perceived usefulness is shown to play a significant role in explaining actual usage of the mobile Internet services. However, contrary to the hypothesized relationships, service quality, focus, and innovativeness of users turn out to have little impact on the traditional endogenous TAM variables such as perceived usefulness, perceived ease of use, and actual usage behavior. Based on these results, we attempt to provide managerial implications for the domestic mobile Internet service providers and to suggest future research directions in this domain of research.

• 정보와 통신
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• 제10권8호
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• pp.77-87
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• 1993

There has been increasing attention paid to the influence of fascimile type of technologies on transportation costs. This attention is noticeable in large business companies, as fascimile become widely available in Korea. The importance of the fascimile usage is that it might effectively substitute for transportation, thereby reducing transportation costs. This paper presents an analysis of cost saving resulting from fascimile usage for substitutable trips. Data were collected from business companies on various aspects of the fascimile usage patterns, with particular emphasis on usage behavior substitutable for trips. Although by no means comprehensive, the analysis revealed that significant benefits can be derived from the usage of fascimile for substitutable trips in business settings. The results of benefit estimation show that net benefits turn out to be 7,608 won and 5,055 won per one usage for large and small companies respectively. If traffic congestion were to be considered, total social benefits would be higher.

• Asia pacific journal of information systems
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• 제17권3호
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• pp.25-53
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• 2007

The Expectation Confirmation Model (ECM) of information systems investigates the continued information systems usage behavior. This paper expands the original post-adoption beliefs and searches the applications in the emerging hedonic information systems. Previous IS researches focused on the organizational environments. However as the information technology (especially internet) evolves, information systems have not only emerged for the organizations but also for the individual users, such as internet portals, internet communities, on-line games etc. These information systems so called Hedonic Information Systems aims to provide self-fulfilling value rather than instrumental value to the users. Researches in other disciplines, including marketing and consumer behavior research, illustrate that the hedonic and utilitarian perspective of goods and services have different influence on the consumer behavior. Goods and services used to be classified into either hedonic or utilitarian aspect but now they may belong to both aspects simultaneously. Moreover consumer's goals or tasks have both hedonic utilitarian aspects. When a consumer makes a decision to purchase or repurchase goods or services, he/she compares the hedonic and utilitarian perspectives of goods to find most suitable ones to satisfy their goals/tasks. Finally, consumer's behavior is determined by the trade-off between what the goods can provide to the consumers and in what extent the goods fulfill consumer's purchase behavior. Consumer also shows that the salience of hedonic perspective is relatively greater when consumer decides which of several items to give up (forfeiture choices) than the time when they decide which item to acquire (acquisition choices). Some researches in MIS discipline have found out that the information systems also have both hedonic and utilitarian perspectives. The decision process of whether to use information systems or not is similar to that of a consumer's decision of purchasing or repurchasing goods or services. However most of researches in MIS tend to focus on the extrinsic motivation variables which only cover the utilitarian perspective of information systems. It is only recent that researches start to investigate the intrinsic motivation variable - Perceived Enjoyment - for the hedonic perspective. Considering the consumer's purchasing decision process, users of information systems evaluate the systems through balancing between intrinsic (hedonic) and extrinsic (utilitarian) variables according to their main tasks or tendencies. This paper proposes a model that is based on the ECM of IS Continuance model modified from Expectation Confirmation Model to fit into the continued usage of information system. It first started from the decision process regarding hedonic and utilitarian perspectives in the consumer behavior literatures. The model deals with continued usage of information systems beyond the mere technology adoption as in most of the previous MIS researches. This research is particularly important to the hedonic information systems, because their business model depends on the frequent usages rather simple adoption at the beginning. Because the basic model only considered the extrinsic motivations (perceived usefulness) to explain the users' behavior and as the information systems can have both hedonic and utilitarian dimensions, it should consider both perspectives. Therefore, this newly proposed model considers intrinsic variable (perceived enjoyment) as well. Since the individual user can have a preference on either aspects that is between the hedonic and utilitarian perspective depending on his/her main tasks or goals, some variables (Hedonic Orientation and Utilitarian Orientation) meaning the extents of users' pursuing from the information system were additionally studied.

• Asia pacific journal of information systems
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• 제24권4호
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• pp.611-635
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• 2014

Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users' perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be 'actual' usage in a strict sense that responders' perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be 'real' quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using 'fact' data such as system logs and specifications of users' information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based measure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user's device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak ($R^2$=0.064). Second, fact-based system quality (quality of user's device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users' past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users' actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.