• 복식문화연구
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• 제20권3호
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• pp.451-462
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• 2012

Drawing on the literature on TAM and presence, this study proposes a model of the extended TAM by identifying factors that affect the motivations to enhance our understanding of online consumers' acceptance of an e-tail website. This study conceptualizes that consumers' perceived presence variables such as telepresence and social presence are the antecedents to the motivations of TAM. Empirical tests using regression analyses generally supported the proposed model. The overall conclusion from the current data is that our integrated model is useful in understanding consumers' acceptance of an apparel e-tail website. The findings show that perceived usefulness, perceived ease of use, and perceived interest motivations act as strong determinants of consumers' attitude toward an e-tailer, which leads to their behavioral intentions about the e-tailer. This suggests that apparel e-tailers should consider these three motivations when they design their websites. As one way to influence these three factors, this study showed the role of perceived presence in the usage of an apparel e-tail website. The findings suggest that online consumers' perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use. Thus, e-tailers should consider effective ways to increase consumers' perceived presence.

• 정보화정책
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• 제27권3호
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• pp.39-55
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• 2020

본 연구는 중고령자의 디지털기기 이용동기, 디지털기기 이용태도, 디지털기기 이용성과의 요인 간 관계를 검증하기 위해 경로분석을 진행하였다. 실증분석을 위해, National Information Society Agency의 2018 디지털정보격차 실태조사를 사용하였으며 55세 이상 전체 조사 대상자 2,303명 중 결측치를 제거하여 1,664명을 최종분석 하였다. 구조모형의 경로계수를 살펴본 결과, 디지털기기 이용동기는 디지털기기 이용태도(표준요인 부하랑=0.847)에, 디지털기기 이용태도는 디지털기기 이용성과(표준요인 부하랑=0.745)에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구는 디지털기기 이용동기가 바로 디지털기기 이용성과를 높이지는 않으나, 디지털기기 이용태도를 높이고, 디지털기기 이용태도는 디지털기기 이용성과를 높일 수 있음을 시사하였으며 중고령자의 디지털기기 이용을 활성화하기 위한 실천적·정책적 함의를 제시하였다는 점에 의의가 있다.

• 보건교육건강증진학회지
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• 제22권1호
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• pp.55-71
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• 2005

Purpose: The purpose of this study was to find out what are the major motivations of middle and high school students to quit attempts and stay as non-smokers. Method: Data was collected through focus group interviews with 3 groups(15 students), and was analyzed according to Morgan and Kruger(1998)'s analytic method. Results: We identified 6 categories of motivations for Smoking Cessation. They include perceptions of negative consequences of smoking on health, influences in significant others, being ashamed of oneself, drop of academic achievements, narrowness in interpersonal relationships, determining priorities for a student. Although 'perceptions about negative health consequences' was one of the most significant motivation of smoking cessation for adolescents, participants did not know the seriousness of nicotine addiction. Moreover, their contents of motivations were different from those of adults such as responsibility for their family, decreasing curiosity about smoking and test of self willingness. Also most of them were extrinsic motivations and related to their highly competitive school life. Conclusion: To conclude, considering the results of our analysis, smoking cessation programs should be carefully developed to more effectively help adolescents quit and stay away from smoking.

• 디지털산업정보학회논문지
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• 제10권4호
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• pp.237-249
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• 2014

The technological advances within the Internet industry have led to a revolution in terms of how people communicate with each other. For example, users are no longer limited to using face to face interactions to connect and communicate with their peers but can use email, instant messaging and more. A recent trend that researchers are observing is the adaption of SNS. SNS such as facebook and myspace has been a dominant global trend and has grown dramatically in the past 5 years. The purpose of this study was to test SNS usage motivations influencing the user satisfaction. The research model was developed based on literature review. SNS usage motivations consist of five factors: expression, relationship formation, social exchange, information seeking, trend. 189 questionnaires were used for the main part of regression analysis. The analysis results revealed that relationship formation, social exchange and information seeking were very significant factors influencing the user satisfaction. Especially, social exchange was the most significant factor. We can prospect that importance of user satisfaction on SNS usage motivations is more and more increasing in the future.

• 한국학교보건학회지
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• 제29권3호
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• pp.180-188
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• 2016

Purpose: The purpose of this study was to identify the correlation between the motivations to use social media and self-control among female middle school students. Methods: This study is a cross-sectional descriptive study. To collect the data, 300 female students of S and E middle school in S city responded to a self-administered questionnaire asking about their motivation for social media use and self-control. The data were analyzed through descriptive statistics, independent t-test, one way ANOVA, Scheffétest, Pearson's correlation, and stepwise multiple regression, using the SPSS/WIN 21.0 program. Results: The average time spent on social media was 3.70 hours. The mean scores of social media usage motivation and self-control were 48.15 and 58.47, respectively. The more average time spent on social media, the higher was the motivation to use social media. The scores of motivation to use social media were higher in students with low satisfaction of their school and family life. Students with low satisfaction of their school life had higher scores in some subcategories of self-control; preference to simple task, egocentrism, and stroppiness. Motivations to use social media showed a significant positive correlation with self-control. Self-control was affected by motivations to use social media and this variable explained 11.6% of self-control among female middle school students. Conclusion: The results of this study suggest that we should develop programs which help improve students' self-control and prevent the side effects of social media use among female middle school students.

• International Journal of Internet, Broadcasting and Communication
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• 제14권1호
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• pp.64-77
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• 2022

The advent of location-based social networks (LBSNs), and the pervasive use of smartphones have allowed individuals to easily inform their status through locational information. This led to a new trend in social media: to upload geotagged photos that illustrate the location of the images and then share them with others. In this circumstance, the current study aims to examine the use of geotags on Instagram. Further, the motivations for using geotags as well as the relationship among the motivation, satisfaction, and location information sharing behavior are analyzed. The online survey was conducted on 411 respondents of Hong Kong who are active Instagram users. Based on uses and gratification theory and goal theory, the users' motivations and goals for utilizing geotags were divided into mainly two categories; task-involved and self-involved goals. Then, four different motivations (contribution, memory aid, showing off, and reputation gaining) were further examined. The result indicated that contribution, memory aid, and reputation gaining were the goals and motivation for the users to utilize geotags on Instagram, having a positive impact on satisfaction. However, a positive relationship between showing off and geotag satisfaction was not supported. Among four different factors, memory aid was found to have the strongest influence on geotagging satisfaction. The result of testing the relationship between geotag satisfaction and further location information sharing behavior also turned out to have a positive relationship. The implications and limitations of findings are also discussed in the study.

• 한국컴퓨터정보학회논문지
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• 제23권1호
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• pp.123-129
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• 2018

The purpose of this paper is to investigate the influence of utilitarian, hedonic and social motivations on continuance intention to use cloud services. To do this, this study built a research model and examined how ease of use, usefulness, enjoyment, social influence affect the continuance usage intention of cloud services. The survey method was used for this paper, and data from a total of 82 university students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, enjoyment has a direct effect on the continuance usage intention of cloud services. Second, social influence has a direct effect on the continuance usage intention. Further, it will provide meaning suggestion point of the importance of not only utilitarian motivation but also hedonic and social motivations in establishing the use policy of cloud services.

• 인터넷정보학회논문지
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• 제16권4호
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• pp.93-99
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• 2015

The purpose of this study was to explore the reasons why college students use Facebook and the ways in which they feel of social presence while using Facebook. In fact, the study aimed to specify the links between motivations for using SNS and a sense of 'being together'. The findings of this study suggest that major motivations of SNS use were social interaction, entertainment, self-presentation, and information-seeking. Specifically, results from a survey of 280 respondents revealed that college students used Facebook to seek maintenance and connection with friends, to express themselves, to get information about school activities, and to be entertained. These findings are consistent with the existing literature regarding SNS as a primary channel to maintain the existing social relationships among college students. The study also found that all motivation factors, except information-seeking factor, were positively and significantly related to social presence. The strongest correlations were between social presence and Facebook use for social interaction and entertainment needs. It seemed that users who seek social interaction and entertainment needs are more likely to feel a sense of being with others while users who seek to get information are less likely to feel a sense of social presence. These findings implied that to some extent, a sense of social presence occurs in the context of Facebook and that the experience of social presence depends on what college students seek from Facebook use. In addition, the results showed a positive relationship between Facebook use and social presence; the more college students use Facebook, the more they are likely to experience sense of social presence. Given that Facebook provides college students with a place where they can share thought and feelings among friends, it can be concluded that Facebook contributes to the sense of belonging among users. And such feeling may enhance a sense of presence with others while using Facebook. These findings suggest that uses and gratifications researchers should consider the concept of social presence as an important variable in explaining what audience members do with media.

• 한국언론정보학보
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• 제36권
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• pp.374-398
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• 2006

본 연구는 위성 DMB 콘텐츠의 장르 소비를 이용자의 장르 레퍼토리와 장르 선호도, 장르소비 유사성으로 구분한 뒤, 위성 DMB 이용 동기가 이와 같은 장르 소비 형태에 영향을 끼치는 가를 탐색적으로 살펴보기 위한 것이다. 연구 결과, 첫째, 응답자들의 위성 DMB 이용 동기에서는 무료함 해소가 평균 3.65로 가장 높은 동기였으며, 다음으로 뉴스교통 정보 3.63, 이동 중 TV 이용 3.45, 휴대 편리 3.40 등의 순으로 나타났다. 이는 위성 DMB가 이동 중 무료함을 해소하거나 뉴스 등의 정보 욕구를 충족시킬 수 있는 매체적 특성을 갖는다는 점을 의미한다. 둘째, 위성 DMB 이용 동기의 하위차원을 확인하기 위해, 16개 이용 동기 평가항목을 대상으로 인자분석을 행했다. 이와 같은 인자분석을 통해서, 총 3개의 인자가 규명되었고 이는 전체 변량의 69.9%를 설명했다. 이들 위성 DMB 이용 동기는 각각 오락적 동기, 사회적 동기, 정보적 동기 등으로 구분되는 것으로 나타났다. 셋째, 응답자들의 위성 DMB 이용 동기에 따른 장르선호도를 회귀분석을 통해 살펴본 결과, 위성 DMB 이용 동기는 장르 선호도에 유의미한 영향을 끼치고 있는 것으로 나타나고 있다. 특히 오락성 동기와 정보성 동기가 대부분의 장르 선호도를 결정하는 요인으로 나타났다. 넷째, 위성 DMB 장르 레퍼토리 결정요인을 탐색하기 위해 인구사회학적 요인, 이용 동기, 매체 이용 시간을 선행 변인으로 투입한 위계적 회귀분석 결과, 위성 DMB 장르 레퍼토리를 결정하는 핵심 요인이 이용 동기 요인이라는 것을 살펴볼 수 있다. 다섯째, 위성 DMB 장르 소비 유사집단을 구분하는 결정요인을 살펴보기 위해, 로지스틱 회귀분석을 행한 결과, 장르 다양 소비 집단 및 비소비 집단을 구분하는 주요 요인은 이용 동기 및 DMB 이용량이었다. 전체적으로, 위성 DMB 이용 동기는 장르 선호도, 장르 레퍼토리, 장르 소비 유사성 등과 같은 콘텐츠 장르 소비 구조에 유의미한 영향을 끼치는 것으로 이해할 수 있다.

• 한국콘텐츠학회논문지
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• 제13권6호
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• pp.148-157
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• 2013

이 연구에서는 인터넷 포르노그래피 탐색 이유와 사이버섹스에 대한 인식이 어떠한지를 성별과 기존 인터넷 포르노그래피 이용량을 중심으로 분석했다. 이를 위해 인터넷 포르노그래피 이용경험이 있는 남녀대학생 203명의 응답을 이용했다. 인터넷 포르노그래피 탐색이유는 파트너와의 성관계, 자위행위, 성적호기심 요인으로 구분되었다. 분석결과, 남성들은 직접적 성관계와 자위행위를 위한 도구적 차원에서 탐색하고 있었지만, 여성들은 성에 대한 궁금증 및 무료함을 벗어나기 위한 수단으로 탐색하고 있었다. 사이버섹스는 대안적 섹스와 실제 섹스로 구분되었다. 분석결과, 남녀 모두 온라인에서 파트너와 성적인 메시지를 주고받으면서 성적행위를 하는 것에 대해 차이를 보이지 않는 것으로 나타났다. 연구결과와 성관련 건강에 대한 함의가 함께 논의되었다.