• 문화기술의 융합
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• 제10권4호
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• pp.581-588
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• 2024

개인용 컴퓨터, 인터넷, 모바일 기기의 발전에 이은 네 번째 컴퓨팅 기술 혁신으로 불리는 메타버스 기술은 타인과의 소통뿐만 아니라 현실 세계에서 이루어지는 사회, 문화, 경제 활동이 가능한 3차원 가상세계를 구현하였다. 2018년 출시된 제페토와 2020년 출시된 모여봐요 동물의 숲이 출시 당시부터 젊은 세대를 중심으로 화제가 되었지만 2023년부터 메타버스에 대한 투자와 이용률 감소에 대한 우려가 가시화되고 있다. 이 연구는 메타버스 이용자의 프레즌스 경험이 이용몰입과 지속이용의도에 미치는 영향력을 살펴보았다.

• Asia pacific journal of information systems
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• 제22권3호
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• pp.1-27
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• 2012

Many companies have recently become interested in using social networking sites such as Twitter and Facebook as a new channel to communicate with their customers. For example, companies often offer "special deals" (e.g., coupons, discounts, free samples, etc.) to their customers who participate in promotions or events on social networking sites. Companies often make important announcements on their products or services on social networking sites. By doing so, customers are encouraged to continue to have relationships with companies on social networking sites and to recommend the companies' presence on social networking sites to other potential customers. Moreover, customers who keep close relationships with companies on social networking sites often provide the companies with valuable suggestions and feedback. For instance, Starbucks has more than 2 million followers on Twitter, and often receive suggestions and feedback for their product offerings and services from the followers on Twitter. Although companies realize potential benefits of using social networking sites as a channel to communicate with their customers, it appears that many companies have difficulty forging long-lasting relationships with customers on social networking sites. It is often reported that many customers who had followed companies on Twitter later stopped following them for various reasons. Therefore, it is an important issue to understand what motivates customers to continue to keep relationships with companies on social networking sites. Nonetheless, due attention has yet paid to this issue until recently. This study intends to contribute to our understanding on customers' intention to continue to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Specifically, we identify seven potential factors that customers perceive as important in evaluating their experience with companies on Twitter. The seven factors include similarity, receptivity, interactivity, ubiquitous connectivity, enjoyment, usefulness and transparency. We posit that the seven perception factors can affect the two types of satisfaction, emotional and cognitive, which can in turn influence on customers' intention to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Research hypotheses formulated in this study were tested with data collected from a questionnaire survey administered to customers who had been following companies on Twitter. The data was analyzed with the partial least square (PLS) approach to structural equation modeling. The results of data analysis based on 177 usable responses were generally supportive of our predictions for the effects of the seven factors identified and the two types of satisfaction. In particular, out results suggest that emotional satisfaction was strongly influenced by perceived similarity, perceived receptivity, perceived enjoyment, and perceived transparency. Cognitive satisfaction was significantly influenced by perceived similarity, perceived interactivity, perceived enjoyment, and perceived transparency. While cognitive satisfaction was found to have significant and positive effects on both continued following and word-of-mouth intentions, emotional satisfaction had a significant and positive effect only on word-of-mouth intention.

• 서비스연구
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• 제13권3호
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• pp.82-104
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• 2023

본 연구는 AI챗봇 서비스를 이용한 사용자의 경험이 관계품질과 행동의도에 미치는 영향에 대해서 살펴보고자 하였다. 연구를 위하여 AI챗봇 서비스를 경험한 사용자를 대상으로 설문조사를 실시하였고, 최종 299부의 유효한 데이터를 분석하여 연구가설을 검증하였다. 분석결과 AI챗봇 서비스의 인지적 경험, 감성적 경험 및 관계적 경험을 통하여 사용자에게 AI챗봇 서비스에 대한 관계품질 차원인 만족과 신뢰가 형성됨을 확인하였으며, 특히 인지적 경험에서 AI챗봇 만족과 신뢰로의 경로계수가 감성적 경험 및 관계적 경험의 경로계수보다 크게 높았다. 또 만족과 신뢰는 각각 AI챗봇 서비스에 대해 소비자의 행동의도 차원에 해당하는 지속사용의도와 추천의도에 긍정적인 영향을 미침을 확인하였다. 또 관계품질에서 행동의도로의 모든 경로에서 유의함을 보였지만, 만족에서 AI챗봇 지속사용의도와 추천의도로의 경로계수가 신뢰에서의 경로계수보다 크게 높았다. 본 연구를 통하여 행동의도에 영향을 미치는 관계품질과의 영향 관계가 온라인 환경의 AI챗봇 서비스에서도 영향을 미친다는 이론적 토대를 마련할 수 있었으며, 관계품질이 AI챗봇 서비스 제공자 즉, 기업과 AI챗봇 서비스 사용자의 지속사용의도와 추천의도 등 소비자와의 장기적인 관계를 맺어가는데 있어서 중요한 매개요인임을 시사한다는 점에서 연구의 의의가 있다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2017년도 추계학술대회
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• pp.142-145
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• 2017

우리나라 스마트폰 이용자는 경제활동 인구의 99% 이상 대부분이 사용하고 있으며 초기 형성단계를 지나 포화상태에 도달한 것으로 전문가들은 내다보고 있다. 본 연구는 지배적 디자인 속성이 스마트폰 사용자의 지속사용의도에 미치는 영향을 알아보고자 하였다. 예측변수로는 확장 기술수용모델에서 제시된 인지된 유용성, 인지된 사용 용이성을 선택하였고 지배적 디자인 속성을 매개변수로 선택하여 개념모델을 완성하였다. 연구대상은 부산경남과 익산전북지역에 거주하는 스마트폰 사용자 150명이며 설문을 통해 기초 데이터를 수집하였다. 인구통계학적인 분석은 IBM SPSS Statistics 19로 하였고 Smart PLS를 사용하여 확인적 요인분석과 변수 간의 인과관계에 대한 경로 분석을 실시하였다. 분석결과 모든 경로가 유의미한 영향을 미치는 것으로 나타났다. 결과를 바탕으로 연구의 한계와 시사점을 제시하고자 한다.

• Asia pacific journal of information systems
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• 제20권3호
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• pp.51-72
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• 2010

Given the extensive role of IS in everyday life and the increasing presence of women in IS users, understanding gender differences in individual technology continuance usage decisions is an important issue. Nevertheless, much of the large body of research on gender differences has just examined mean differences between women and men in terms of abilities, usage habit, and traits. Even though lots of psychology studies have shown that women, more than men, were influenced by affective factors, gender-affection-continuance use linkage has not been examined in the context of on-line shopping services. Therefore, the primary purpose of this paper is to seek to examine gender differences in terms of influence of affective factor in the context of IS continuance use. Meanwhile, IS continuance has been an important subject of study in the IT research area. To date, to explain why and how users are motivated to continue to use on-line shopping services, lots of theory-based research such as expectation-confirmation model (ECM) has been proposed. In particular, various affective factors have been proposed to explain continuance use of on-line shopping services recently. Affective factors have been regarded as essential factors for increasing relational strength and satisfaction. Several affective factors have been studied by prior IS adoption and continuance studies. Among them are enjoyment and anxiety. In IS continuance research, positive affect has been commonly and narrowly conceptualized and measured as the enjoyment which a person derives from using computers. Hence, in this study, we introduced intimacy factor, which was conceptually related to the quality of interactions and relationships in previous research. It also has been regarded as essential factors for strengthening human relationships. As a result, we have observed gender effect while examining intimacy-continuance bond. As expected based on the previous literatures, women seem to be more sensitive in affective factors. The contribution point here is that we find evidence in the context of on-line shopping services.

• 대한건축학회논문집:계획계
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• 제34권11호
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• pp.75-84
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• 2018

This study analyzed users' acceptance and intention to use in addition to needs and preferences of smart home technologies, and identified the differences in technology preference and acceptance by different factors. The subjects were residents in the 40s and 60s residing in the Seoul or suburbs of Seoul, and questionnaires were conducted in the 40s while interviews with questionnaires were conducted in the 60s. A total of 105 questionnaires were used as data, and frequency, mean, crossover, independent sample t test, one-way ANOVA and multiple regression analysis were performaed using SPSS23. The results of this study are as follows. First, hypertension, hyperlipidemia and hypercholesterolemia were the most common diseases among respondents and if there was no discomfort, they would like to continue living in the homes of the current residence. Therefore, the direction of smart home development should support the daily living and health care so that residents can live a healthy life for a long time in their living space. Second, the technologies that residents most need were a control technology of residential environments and a monitoring technology of residents' health and physiological changes. The most preferred sensor types are motion sensors and speech recognition while video cameras have a very low preference. Third, technology anxiety was the most significant factor influencing intention to accept smart home technology. The greater the technology anxiety is, the weaker the acceptance of technology. Fourth, when applying smart residential technology in homes, various resident characteristics should be considered. Age and technology intimacy were the most influential variables, and accordingly there were differences in technology preference and acceptance. Therefore, a user-friendly smart home plan should be done in the consideration of the results.

• 디지털산업정보학회논문지
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• 제14권4호
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• pp.229-239
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• 2018

In this paper, we propose a strategy of charging by analyzing the difference of path coefficient according to whether consumers are free or not, rather than presenting strategies for charging. Mobile devices have become so popular that they are called necessities. Companies have to adapt to the mobile environment and respond to the situation, and have to expand market opportunities strategically. In this study, we extend the technology acceptance model to analyze the incentives of consumers' behavior by analyzing the difference in the effect consumers perceive as a moderating variable, whether paid or free. Efforts to maximize company's inherent profit continue, and in particular, charging is a strategy that all companies should pursue in the mobile environments. It is necessary to grasp the degree of the consumer's response to free and charge. The model of satisfaction with the continuous use and the word-of-mouth intention, which is the behavior intention, is presented by adding parameters of satisfaction to the technology acceptance model. In addition, we try to derive implications by analyzing the influence of moderating effects of whether free or not.

• 한국정보시스템학회:학술대회논문집
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• 한국정보시스템학회 2003년도 춘계학술대회
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• pp.55-73
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• 2003

모바일 증권 서비스는 고객과 거래할 수 있는 새로운 채널로서 증권회사의 경쟁력에 큰 영향을 줄 수 있다. 본 연구는 고객의 모바일 증권 서비스 이용에 영향을 주는 요인들을 조사하기 위해 혁신확산이론, 계획적 행동이론, 기술수용모형과 기타 선행연구를 기초로 하여 연구모델을 설정하고 가설을 검증하였다. 128명의 고객으로부터 수집된 설문 자료를 비이용자와 이용자로 나누어 분석한 결과 상대적 이점, 사회적 영향은 수용의도 뿐만 아니라 이용자의 지속적 이용의도에도 영향을 주는 것으로 나타났다. 이용자 집단에 있어서 보안 위험은 지속적 이용의도에 부정적 영향을 주고 매매빈도는 긍정적 영향을 주는 것으로 나타났다. 고객의 모바일 증권 서비스 이용가능성을 예측하는데 있어서는 비용부담을 크게 느끼는 고객은 모바일 서비스를 이용하지 않을 가능성이 높고 사회적 압력을 많이 느끼는 고객은 이용할 가능성이 높은 것으로 나타났다 마지막으로 정보의 질과 반응시간은 상대적 이점에 긍정적 영향을 주는 반면 인터페이스의 질은 복잡성에 부정적 영향을 주는 것으로 나타났다. 이러한 연구결과는 모바일 증권 서비스의 수용을 높이기 위해 관리자가 관심을 가져야 할 요인을 밝히고 있다는데 의미가 있다.

• 한국콘텐츠학회논문지
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• 제22권8호
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• pp.416-434
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• 2022

본 연구는 온라인, 오프라인 도구를 사용하는 학습자들을 대상으로 스마트러닝 학습앱의 사용자경험이 지속 사용 의도에 미치는 구조적인 관계를 기술수용모델을 통하여 이해하고, 학습형태 특성을 분류하였다. 또한, 스마트러닝 앱의 사용 경험을 기반으로 학습 도구와 콘텐츠 구성에 대한 사용자 경험 디자인 설계향상 방안을 모색하였다. 이를 위하여 개발된 스마트러닝 학습앱을 중고등학생 대상 학습자 84명을 대상으로 2개월간 사용 후 사용인식을 조사하였으며, PLS구조방정식 기법을 사용하여 자료를 분석하였다. 본 연구의 주요결과는 다음과 같다. 첫째, 시스템 및 콘텐츠 사용자 경험은 지각된 사용성과 지각된 사용 용이성에 유의미한 영향이 있었으며, 태도를 매개로 지속사용 의도에 미치는 영향은 유의미하였다. 둘째, 다중그룹 비교분석과 성별 그룹에서는 시스템 사용자경험이 지각된 유용성에 미치는 영향에서 유의미한 차이가 발생하였다. 선호학습 그룹에서는 유의미한 경로차이를 나타낸 것은 지각된 사용용이성과 지각된 유용성에서 태도 및 지속사용의도로의 경로였다. 셋째, 실제 가장 많이 사용하는 학습유형을 다차원척도법으로 분류한 결과 저차원으로 분리된 유형은 offline sync type, Online sync type, Ubiquitous learning type, Self-direct learning type으로 4가지 유형으로 나타났다.

• 품질경영학회지
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• 제51권1호
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• pp.97-117
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• 2023

Purpose: The purpose of this study is to examine the factors affecting the intention to continue using the metaverse platform service from the user's point of view. Methods: The study conducted a survey of experienced people using Zepeto, Ifland, Gather Town, Zep, Roblox, Fortnite, and Minecraft, which are virtual world types among metaverse types, and valid 415 data were analyzed by SPSS (ver 22.0) and R (ver 4.1.0) program packages. Results: As a result of empirical analysis, it was found that interactivity and social presence among the characteristics of metaverse affected expectation confirmation, and sensory affordance and functional affordance affected expectation confirmation as affordance factors. In addition, all four characteristics of metaverse, reliability, playfulness, interactivity, and social presence, were found to have the greatest affect on perceived usefulness, and it was analyzed that playfulness, social presence, and reliability were influenced in order. The affordance factor was also found to have a positive effect on physical affordance, sensory affordance, and functional affordance. This study was found that it had a positive effect on the relationship between expectation confirmation and satisfaction and the relationship between perceived usefulness and satisfaction. satisfaction was analyzed to lead to continuance intention. Conclusion: This study is meaningful in that it examines the perspective of users who can be called customers of metaverse platform services. Based on the results of this study, it is expected to have a significant effect on the development of metaverse platform services not only on platform operators that provide metaverse platform services but also on providers who plan events and education using metaverse platform services.