• Journal of Distribution Science
• /
• v.21 no.8
• /
• pp.83-96
• /
• 2023

Purpose: This study examined the relationship between the factors (Credibility, Usability) and user Innovativeness of the ChatGPT on TRA (Theory of Reasoned Action; Subjective Norm, Attitude) and Switching Intention. TRA and Innovation Diffusion Theory (IDT) were used. Research design, data and methodology: From April 26 to 27, 2023, an online panel survey agency was commissioned to conduct a survey of GhatGPT users in their 20s and 40s in Korea, and a total of 210 people were used for the final analysis. Verification of the research model was performed using SPSS and AMOS. Results: First, ChatGPT factors (Credibility, Usability) were found to have positive effects on TRA (Subjective Norm, Attitude). Second, ChatGPT user Innovativeness was found to have a positive effect on TRA (Subjective Norm, Attitude). Third, ChatGPT users' TRA (Subjective Norm, Attitude) were found to have positive effects on Switching Intention. Conclusions: These results mean that the superior Usability and Credibility of ChatGPT and the Innovativeness of users have a significant effect on the Switching Intention from existing Portal Service (Naver, Google, Daum, etc.) to ChatGPT. Generative AI such as ChatGPT should strive to develop various services such as improving the convenience of functions so that innovative users can use them easily and conveniently in order to provide services that meet expectations.

• Journal of Advanced Navigation Technology
• /
• v.16 no.1
• /
• pp.76-81
• /
• 2012

With the spread of the various mobile devices, the studies on the learning management system based on the u-learning are actively proceeding. The u-learning-based learning management system is very convenient in that there are no restrictions on the various access devices as well as the access time and place. However, the judgments on the authentication for the user and whether learning is focused on are difficult. In this paper, the voice and user face capture interface rather than the common user event oriented interface was applied to the learning management system. When a user is accessing the learning management system, user's registered password is input and login as voice, and the user's learning attitude is judged through the response utterance of simple words during the process of learning through contents. As a result of evaluating the proposed learning management system, the user's learning achievement and concentration were improved, thus enabling the manager to monitor the user's abnormal learning attitude.

• Korean journal of communication and information
• /
• v.26
• /
• pp.259-289
• /
• 2004

In this study, the use of mainstream online news site and alternative online news site were compared in the aspects of users' characteristics, attitude on online news sites, and using pattern. A survey was conducted for 182 mainstream-only users, 46 alternative online news users, and 47 both sites users, Also, their traffic data of online news sites were analyzed during the 16th presidential election. As a result, it was found that both sites users had the highest political interest and the most progressive political position among the user groups. In the aspect of users' attitude, mainstream-only users were most positive to the mainstream online news site and both sires users were most positive and more involved in alternative online news site. But all user groups set higher credibility on alternative online news site than mainstream online news sire. In the comparison of user size, mainstream online news site has larger user size than alternative online site. However, the user royalty, such as time per person, pages per person, and visiting days per person, was lower than that of the latter. These results suggest thar small but differentiated news sires have royal users, and online news users be segmented according to news contents.

• Journal of the Korean Society for information Management
• /
• v.34 no.1
• /
• pp.291-316
• /
• 2017

The purpose of this study was to examine comics library user's behavioral intention using the extended theory of planned behavior. In order to verify the effects of variables, such extended variables as comics likeability and service factor were added to such basic variables of the theory of planned behavior as subjective norm, attitude and behavioral control. Study findings are as follows: user's attitude had the biggest effects on their behavioral intention of reuse of Comics Library, and it was followed by subjective norm, service quality and perceived behavioral control, in order. Comics likeability exceptionally had no direct effects on behavioral intention, but it had indirect effects via the mediation of attitude, subjective norm and perceived behavioral control. And second, comics likeability and service quality had power of explanation for such basic variables as attitude, subjective norm and perceived behavioral control, respectively, thus verifying their effects on behavioral intention as extended variables.

• The Journal of Industrial Distribution & Business
• /
• v.14 no.10
• /
• pp.11-22
• /
• 2023

Purpose: This study aims to investigate how brand-related user-generated content (UGC) influences consumers' brand attitude and behavioral intention in the context of the Metaverse, and the mediating role of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. Research design, data and methodology: The study was conducted using a survey with 239 questionnaires from frequent social media users in China and hypothesis testing through AMOS 26.0 structural equation modeling. Results: The findings suggest that (1) brand-related UGC positively influences brand attitude and behavioral intention through virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising. (2) The study identified the fully-mediated effects of virtual brand experience, perceived information usefulness, perceived interactivity, and attitude toward advertising in the impact of brand-related UGC on brand attitude and behavioral intention. (3) The mediating pathway with the most significant impact on behavioral intention was the virtual brand experience and attitude toward the advertising, followed by the effect of the virtual brand experience, perceived information usefulness, and perceived interactivity on brand attitude. Conclusions: This study presents UGC as a new type of digital promotion that can positively impact the effectiveness of brand advertising in the Metaverse.

• The Journal of the Korea Contents Association
• /
• v.15 no.4
• /
• pp.454-468
• /
• 2015

The purpose of this study is to investigate the relationship between product attributes of smart device and user acceptance of technology. Moreover, the authors examined mediating effect of utilitarian and hedonic motivation between product attributes and user acceptance. Previous researches focused on user attitude and behavior intention of new technology based on Technology Acceptance Model(TAM). However, differently from previous researches, which are focused on user attitude like perceived usefulness and perceived ease of use, this research emphasized the relationship product attributes such as product functionality, design, and convenience and user motivation both utilitarian(effort expectancy and performance expectancy) and hedonic motivation(perceived enjoyment) according to UTAUT model. The results shows that 3 motivation variables(effort expectancy, performance expectancy, and perceived enjoyment) have positive impacts on user acceptance intention of smart device. product design has positive relationship to perceived enjoyment and product convenience has positive relationship to both effort and performance expectancy. Furthermore, 3 motivation variables play a full mediation between product attributes and user acceptance intention of new technology. However, product functionality has no relationship to both effort and performance expectancy. Research contribution, implications, and further research directions are discussed at the end of the paper.

• The Journal of the Korea Contents Association
• /
• v.11 no.12
• /
• pp.844-855
• /
• 2011

The purpose of this study is to identify factors on the user's intention of reusing mobile app-based tourism contents and the relationship among those factors. For those purpose, we expanded the existing TAM(Technology Acceptance Model) by introducing the variables such as characteristics of mobile app-based tourism contents, which are context, ubiquitous connectivity, service quality and perceived value as external variables of the TAM. The survey was conducted by users who have previously experienced mobile app-based tourism contents. Structural equation modeling was used to Investigate the relationships between the factors. The results showed that the ubiquitous connectivity and perceived value were found to have a positive impact on both perceived usefulness and perceived ease of use. The perceived usefulness were found to have a positive impact on the attitude. Finally, The attitude were found to have a positive impact on the user's intention of reusing.

• Journal of the Korea Society of Computer and Information
• /
• v.21 no.2
• /
• pp.113-122
• /
• 2016

This study investigates how anticipated value(attainment value, intrinsic value, utility value, and reward value) and self-efficacy in providing information have an influence on continuance intention to provide information in the context of online community or social media. We propose a conceptual model for examining the framework for the effect of anticipated value on attitude toward providing information, and the effect of attitude toward providing information and self-efficacy in providing information on continuance intention to provide information. Proposed research model is empirically assessed using the survey data obtained from 221 respondents in Korea. Results show that attainment value and intrinsic value have a significant impact on attitude toward providing information, whereas utility value and reward value are found to be insignificant. In addition, attitude toward providing information and self-efficacy in providing information are positively and significantly related to continuance intention to provide information.

• Journal of Positioning, Navigation, and Timing
• /
• v.7 no.2
• /
• pp.61-71
• /
• 2018

Existing radio positioning systems have a drawback that the attitude of user's tag is difficult to be determined. Although forward link angle of arrival (FLAOA) technology that uses measurements of array antenna arranged in a tag among the angle of arrival (AOA) technologies can estimate attitude and positioning of tags, it cannot extend the estimated results into three-dimensional (3D) results due to complex non-linear model displayed because of the effects of 3D positioning and attitude in tags. This paper proposed a radio navigation technique that determines 3D attitude and positioning via FLAOA / time of arrival (TOA) integration. According to the order of determining attitude and positioning, two integration techniques were proposed. To analyze the performance of the proposed technique, MATLAB-based simulations were used to verify the performance. The simulation results showed that the first proposed method, TOA-FLAOA integrated technique, showed about 0.15 m of positioning error, and $2-3^{\circ}$ of attitude error performances regardless of the positioning space size whereas the second method, differenced FLAOA-TOA integrated technique, revealed a problem that a positioning error became larger as the size of the positioning space became larger.

• Korean Management Science Review
• /
• v.5 no.1
• /
• pp.29-44
• /
• 1988

In spite of user's participation affecting the success of the MIS project, many empirical studies, however have led to inconsistent results. This research was conducted to find the factors affecting user's participation, and the relationships between user's participation and MIS performance. To identify these problems, 43 systems operated with MIS among industries were surveyed based upon questionnaires and the personal interviews. The major findings of this study are as follows: First, the main factors affecting the user's participation out to be the MIS manager's attitude, the user manager's expectation, the MIS education and the character of user's task among 28 factors and these factors are different from stage to stage in MIS development. Second, each MIS development stage shows the different relationship between user's participation and MIS performance.