Earticle

초록

영어

As the idols winning at music shows or survival variety programs becomes a hot topic among the fans who love Korean pop (K-pop) cultures, viewers/ fans over the world pay their interest on voting, leading to the demand for Online Voting System (OVS) services. Thus, this study will attempt to verify the impacts of OVS traits on trust and intention to use Internet Voting by users. This study will examine questionnaires obtained from the online voters using Mnet Plus platform. Results are expected to find that the traits of Online Voting System had a positive effect on trust that have a positive effect on intention to use internet voting. Moreover, positive intention of word-of-mouth is expected to moderate the relationship between trust and intention to use Internet Voting. The findings will provide valuable information for OVS service providers in understanding users’ behaviors.

목차

Abstract
1. Introduction
2. Literature Review
2.1. Pilot study on OVS service
2.2. Characteristics of OVS Service
2.3. Digital Trust
2.4. Intention to use
3. Research Model and Hypotheses Development
3.1 Research Model
3.2 Characteristics of OVS and Trust
3.3 Trust and Intention to use Intention to use
3.4 Mediation Effect of Positive Word-of-mouth
4. Methods
4.1 Survey administration
4.2 Instrument validation
5. Discussion
Acknowledgments
References

저자

• Kay Zun Lin Min [ Kyungpook National University, Business Administration Department ]
• Sanghyun Kim [ Kyungpook National University, Business Administration Department ]

참고문헌