Earticle

[목적] 이 연구의 목적은 골프 앱 플랫폼 서비스를 이용해본 경험이 있는 고객들을 대상으로 골프 앱 플랫폼 서비스, 지각된 가치, 지속이용의도 간의 관계를 규명하고자 하는데 있다. [방법] 이를 위해 2024년 1월부터 2024년 4월까지 4개월간 골프 앱 경험이 있는 골프참여자를 대상으로 선정하였으며, Google온라인 설문조사를 실시하였다. 총 211명 의 연구대상이 온라인 설문에 참여하였으며 SPSS 25.0, AMOS23.0를 활용하여 빈도분석, 확인적 요인분석, 신뢰도 분 석, 상관분석, 구조방정식 모형 분석을 실시하였다. [결과] 연구결과 첫째, 골프 앱 플랫폼 서비스가 지각된 가치에 유의한 영향을 미쳤다. 둘째, 골프 앱 플랫폼 서비스가 지속이용의도에 유의한 영향을 미쳤다. 셋째, 지각된 가치가 지속이용의도에 유의한 영향을 미쳤다. [결론] 이 연구는 골프 앱 플랫폼 서비스를 제공하는 기업이나 개발자들에게 사용자 경험과 서비스 품질을 개선하고 유지하는 것이 중요하며, 이를 통해 사용자들의 만족도와 지속적인 이용의도 를 높일 수 있다는 것을 제시하고 있다.

[Purpose] The purpose of this study is to investigate the relationship between golf app platform service, perceived value, and continuous use intention for customers who have used golf app platform services. [Method] Golf participants with golf app experience were selected for four months from January 2024 to April 2024, and a Google online survey was conducted. A total of 211 subjects participated in the online survey, and frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis were conducted using SPSS 25.0 and AMOS23.0. [Result] As a result of the study, first, the golf app platform service had a significant influence on the perceived value. Second, the golf app platform service had a significant influence on the intention to continue using. Third, the perceived value had a significant influence on the intention to continue using. [Conclusion] This study suggests that it is important to improve and maintain user experience and service quality for companies or developers who provide golf app platform services, thereby increasing user satisfaction and continuous use intention.

카카오뱅크, 케이뱅크, 토스뱅크와 같은 국내 인터넷전문은행은 설립되기 전부터 많은 이슈와 관심이 집중되었고, 설립되고 난 이후에는 기존의 은행과는 전혀 다른 플랫폼을 통해 다양한 계층의 사용자들을 폭넓게 확보하였다. 그러나 비대면의 거래 특성상 거래 플랫폼이 매우 중요한 특징인데 이용자들의 만족도가 은행의 차별적인 서비스에 대한 만족도가 아니라 플랫폼의 만족도 즉, 사용의 용이성이나 편리성에 따라 결정되는 현상이 나타나고 있다. 이에 대한 사용자의 가감없는 의견이 google play 에 다양하게 제시되고 있으며, 플랫폼의 만족도 역시 점수화되어 제시되고 있다. 따라서 국내의 인터넷전문은행들은 사용자의 의견 분석을 통해 불합리한 부분을 개선하고 중장기적으로는 만족도를 향상시켜 차별화된 은행으로의 발전방안을 모색하는 것이 필요하다. 이에 본 연구에서는 최근까지 google play 에 제시된 사용자의 의견을 전수 조사하여 수집하고, 빅데이터 기반의 텍스트 마이닝을 통해 다양한 분석을 수행하고자 한다. 그 결과 인터넷 전문은행의 소비자 인식 현황을 구체적으로 분석하여 현재의 불만족 혹은 문제점을 유형별로 구체화하고 이를 통해 인터넷 전문은행의 차별적인 서비스의 방향성뿐만 아니라 플랫폼의 개선점도 함께 제시하고자 한다.

이 연구는 최근 피트니스 시장에 등장한 애플리케이션을 통한 관계마케팅과 고객만족 및 관계성과와의 효과를 규명하기 위해 2020년 3월 1일 ~ 7월 31일까지 피트니스 관련 경험자 및 애플리케이션 사용자 312명 중 불응 답 침 관련 없는 설문자 66명을 제외한 246명으로 이루어졌으며 온라인 프로그램(서베이 몽키)를 활용하여 편의 표준 추출법 을 사용하였다. 측정도구는 SPSS 21.0을 통해 분석하여 빈도 분석과 탐색적 요인 분석 및 신뢰도 분석을 수행하였으며, 간접효과의 유의성을 확인하기 위해 구조방정식 모형 분석을 수행하였다. 분석한 결과 피트니스 애플리케이션은 관계 혜택과 고객만족은 정(+)의 영향을 미치고 있으며, 고객만족과 관계성과는 정(+)의 영향을 미치고 있다. 또한, 관계 혜택 과 관계성과는 정(+)의 영향을 미치는 결과를 이끌어 냈으며, 이는 과거의 대면방식의 피트니스 시장에서 온라인 상의 비대면 시장에서 고객과 상호 교환 방식이 가능하다는 연구의 결과로 사료된다. 애플리케이션을 통한 비대면 운동방식은 앞으로 더욱 기대되는 피트니스시장에 영향을 줄 것이다. 따라서, 소비자의 다양성과 욕구를 잘 반영되지 않는 피트니스 시장은 도태될 가능성이 높기에 새로운 피트니스시장 경영을 위한 핵심과제로 사료된다.

In order to investigate the relationship between relationship marketing and customer satisfaction and relationship performance through applications that have recently appeared in the fitness market, this study was conducted among 312 fitness-related experienced users and application users from March 1 to July 31, 2020. It consisted of 246 people, excluding 66 unrelated questionnaires, and a convenient standard extraction method was used using an online program(Survey Monkey). The measurement tool was analyzed through SPSS 21.0, and frequency analysis, exploratory factor analysis, and reliability analysis were performed. Structural equation model analysis was performed to confirm the significance of the indirect effect. As a result of the analysis, the fitness application had a positive(+) effect on relationship benefits and customer satisfaction, and a positive(+) effect on customer satisfaction and relationship performance. In addition, relationship benefits and relationship performance led to a positive(+) result, which is considered as a result of a study showing that interaction with customers is possible in the online non-face-to-face market in the past face-to-face fitness market. The non-face-to-face exercise method through the application will affect the expected fitness market in the future. Therefore, the fitness market that does not reflect the diversity and desires of consumers is highly likely to be eliminated, so it is considered a key task for the management of the new fitness market.

The purpose of this study is to classify the characteristics of airline's mobile app into three dimensions(perceived ubiquity, perceived informativeness, perceived personalization) and to examine the relationship between the attitude toward the use and the intention to use it in the technology adoption process. In particular, we will examine the relationship between the fun, the emotional dimension of customers, on these relationships. For this study, we empirically analyzed the airline mobile app users. Besides, an online questionnaire was created and sent via SNS. Of the 430 questionnaires that were answered, a total of 184 copies were used for this survey. In particular, airline's mobile app perceived by customers were influenced by perceived ubiquity, perceived personalization, and perceived informativeness. Besides, fun plays a role in reinforcing the relationship between the characteristics of the mobile app and the attitude toward use. Based on the empirical results of this study, the development model of airline mobile app was presented, and the direction of airline mobile app could be suggested as a marketing strategy. In other words, in order to increase the utilization of the airline mobile app, not only the Internet environment, but also the efforts to develop a personalized service and provide various aviation information.

Despite the growing amount of mobile peer-to-peer (P2P) payment applications available on mobile app stores, these applications are still in their infancy and have yet to see mass adoption. This study aims to explore the factors that influence the adoption of such mobile P2P payment applications by using a large scale data set based on the tracking of users’ actual mobile application usage behaviors. Our main findings reveal that the duration of each session that users use of traditional bank application has a significant relationship with their adoption of mobile P2P payment applications. In addition, we explore the social aspect of such mobile P2P payment applications by analyzing their social network applications usage and found that the amount of social network service applications used and usage duration positively impacted one’s adoption of mobile P2P payment applications. These findings have important theoretical and practical implications for stakeholders of mobile P2P payment solution providers as well as intermediaries/banks who provide their own payment applications to their customers.

This research compares how usable mobile apps, web apps, and hybrid apps are. The results reveal deep insight into the user's choice among these three apps. Mobile apps are widely used because they are easy to use and load quickly, showing that they are reliable. Studies indicate that mobile apps are more widely used because loading quickly greatly improves the user experience. Convenience is paramount in satisfying this requirement; people appreciate applications with rapid access and high performance. Although hybrid apps are promising, slow performance diminishes their appeal and makes them inferior to mobile applications. Introduction: This iterative process ensures usability problems are detected early enough and fixed before having to implement long-term solutions later during development. Despite widespread availability, web apps do not appear to be as much in favor among users as they might be due to their slow load speed. With the help of the ANOVA model using the RSM method, determine the usability and attributes of usability.

Recently the use of language learning apps such as Rosetta Stone and Duolingo has gained popularity among foreign language learners, especially for those who want to learn foreign languages for general purposes. In this presentation, the presenters are going to report the results of 10 graduate students who used various language learning apps using their mobile over a period of ten weeks. The study aims to investigate learners’ attitudes toward foreign language learning apps and examine whether there is any significant difference in their attitudes depending on various factors. For the data collection, the questionnaire survey was administered to the participants and they were also asked to submit their progress reports (Weeks 2, 6, and 11). Then, their reports were analyzed using the NVivo (version 12). Due to the small sample size and short length of the participants’ use of the apps, the results may be preliminary in drawing any substantial conclusive findings, but will still give us some insights as to what we can do to help these language learners in the future

This project is in response to the need to integrate new forms of technology in language-learning classrooms, to not only enhance learning, but equip students with the technological and collaborative tools to prepare them for future academic and professional contexts. The purpose of this study was to 1) investigate student attitudes towards doing various language-learning tasks on Google apps, 2) explore some of the advantages and limitations of using Google apps as a cloud-based collaborative tool, and 3) investigate student behaviors while collaborating on Google apps. Surveys and interviews were used with 31 participants in a pre-university EAP course in the UAE to explore student perceptions of using four Google apps (Sheets, Slides, Docs, and Forms) to do various language-learning tasks. Field notes based on observations of one in-class task were also analyzed to investigate student behaviors while collaborating. Participants reported advantages of collaborating on Google apps such as ease of use, working together from different places, and being able to give feedback online. In regards to behaviors, participants showed a tendency to divide their work while collaborating. Some possible limitations to doing language-learning activities on Google apps will be discussed, as well as implications of the study.

다수의 앱 개발업체가 사업에 어려움을 겪고 있는 상황에서 수익을 높일 수 있는 분야로 본 연구에서는 자 동차용 앱을 선정하고, 자동차를 운전하거나 관리하는 용도로 쓰이는 모바일 앱을 분석하여 분류하였다. 총 697개의 자동차용 앱(애플의 앱 스토어에서 273개와 구글 플레이 스토어에서 424개)을 분류한 결과 8개 집단으로 나뉘었는 데, 대부분 차량 뉴스 및 정보(28%), 위치 서비스(23%), 대여 서비스(15%), 안전/효율 운전(12%) 집단에 속하였다. 나머지는 매매, 운전자 소통, 유지보수 관리, 경비 관리용 이었다. 하지만, 다수의 앱들이 주 기능면에서 너무 비슷한 경우가 많았고, 단지 소수의 앱만이 둘 이상의 집단에 속할 만큼 다양한 기능을 제공하고 있었다. 분류 체계의 실용 성을 높이기 위하여 분류자간 신뢰성 검사를 두 번에 걸쳐 실시한 결과 Cohen's Kappa 값이 0.886과 0.828로 수용 할 만한 수준이었다. 본 연구의 결과는 자동차용 앱 개발업체가 기존 앱이 제공하지 않는 기능을 발굴내거나 다기능 을 복합한 앱을 개발하는데 유용할 것이며, 향후 유망 앱을 찾기 위한 방안을 연구할 필요가 있다.

This study selected car-related mobile apps for app developers suffering from low revenue and classified car apps assisting users in driving or managing a car. A total of 697 car apps were classified into eight categories. Most apps are in four categories: car news & information (28%), locating service (23%), car rental service (15%), safe/efficient driving service (12%). The remaining categories are buying & selling, driver’s communication, maintenance management, and expenses monitoring. Many apps are simple and too similar in their main functions. Only a few apps are designed to be more comprehensive and have functions in two or more categories. For the practicality of the categorization scheme, this study checked the inter-rater reliability in two tests and got 0.886 and 0.828. The result from this study suggests functions that are not implemented yet or need to be combined. Future research will focus on identifying promising car apps or designing multi-functional car apps.

차량 호출 애플리케이션의 도입은 도시 거주자의 통근 패턴에 혁신적인 변화를 가져왔다. 모바일 기반 실시간 차량 예약 서비스는 택시 및 개인 차량 호출을 단시간 내에 가능하게 하여 대기 시간을 획기적으로 단축시키고, 이동의 효율성, 시간 절약, 사용자 경험 향상이라는 다각적인 효과를 창출하였다. 특히, 최근 몇 년간 차량 호출 애플리케이션은 도시 교통 시스템에서 핵심적 이동 수단으로 자리 잡았으며, 이는 단순한 편의성 차원을 넘어 소프트웨어에 대한 사용자 만족도의 종합적 반영으로 해석될 수 있다. 행동 과학 이론에 따르면 기술 수용 행위는 다양한 외부 변수에 의해 영향을 받는다. 본 연구는 중국 충칭 지역 청년층을 대상으로 기술수용모델 (TAM)을 적용하여 차량 호출 애플리케이션 수용 요인을 실증적으로 분석하였다. 연구 모델은 지각된 유용성(perceived usefulness), 지각된 용이성(perceived ease of use), 지각된 위험(perceived risk)의 3차원 프레임워크로 구성되었으며, 391명의 표본을 대 상으로 설문조사를 진행하였다. 수집된 데이터는 기술통계분석, 신뢰도 검증, 피어슨 상관분석, 다중회귀분석을 통해 체계적으로 분석되었다. 분석 결과, 모든 독립 변수가 애플리케이션 수용에 유의미한 영향을 미치는 것으로 확인되었다. 지각된 유용성 (p-value=0.000, β-value=0.180)은 강한 정(+)적 상관관계를 나타냈으며, 지각된 용이성 (p-value=0.001, β-value=0.166) 또한 정(+)적 영향을 미쳤다. 지각된 위험(p-value=0.001, β-value=0.166) 역시 긍정적 영향을 보여 사용자가 잠재적 리스크를 인지하면서도 서비스를 수용하는 경향이 있음을 확인할 수 있었다. 이러한 결과는 TAM 이론이 교통 서비스 분야에 적용 가능하다는 학문적 근거를 제공하며, 기업에게는 UI/UX 개선 및 안전성 강화를 통한 서비스 최적화 전략을 제시하고, 정책 입안자에게는 지속 가능한 도시 교통 체계 구축을 위한 실증적 자료를 제공한다는 점에서 중요한 시사점을 지닌다.

The emergence of ride-hailing applications as an innovative mode of transportation has profoundly impacted people's commuting patterns. A mobile app offers a convenient, real-time booking service for taxis or private cars. Even within a very short time span, responses of nearby drivers can be provided to the user, and the waiting time can be substantially reduced, turning travel into a more efficient, time-saving, and comfortable experience. In the past few years, ride-hailing applications have become the most popular choice among travel modes. However, the reasons for using these apps extend beyond mere convenience and are related to the user's overall approval of the software. According to behavioral motivations, an individual's behavior in a specific environment is influenced by many variables.This paper aims to study the application of ride-hailing in China, focusing on the factors influencing the adoption of these services among young people in Chongqing. The study employs the Technology Acceptance Model (TAM) to analyze the adoption of ride-hailing applications, considering three key dimensions: perceived usefulness, perceived ease of use, and perceived risk.An extensive survey was conducted, inviting 391 respondents from Chongqing. The survey measured the hypotheses related to perceived usefulness, perceived ease of use, and perceived risk. The data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis.The results revealed significant associations between the perceived usefulness, perceived ease of use, perceived risk, and the adoption of ride-hailing applications among young people in Chongqing: 1)Perceived Usefulness: A strong positive correlation was found (p-value = 0.000, β-value = 0.180), indicating that users who perceive the apps as useful are more likely to adopt them. 2)Perceived Ease of Use: A significant positive relationship was observed (p-value = 0.001, β-value = 0.166), suggesting that an easy-to-use interface enhances user adoption. 3)Perceived Risk: A positive correlation was noted (p-value = 0.001, β-value = 0.166), indicating that while users are aware of potential risks, they still find the apps acceptable. Reducing perceived risk can further boost adoption rates.The findings provide significant insights for scholars, businesses, and policymakers. By confirming the roles of perceived usefulness, ease of use, and risk perception in technology adoption, this study enhances the understanding of the Technology Acceptance Model (TAM) within the transportation sector. For ride-hailing companies, the results offer actionable strategies to improve service reliability, user interfaces, and safety features, thereby enhancing user adoption and satisfaction. For policymakers, the study provides guidance on regulating and planning for sustainable ride-hailing services that align with broader goals of innovation and urban sustainability.

The purpose of this study is to identify users' perceptions of the Coupang Eats app, which is maintaining growth in the delivery app market, and to derive improvements by identifying factors that induce and strengthen positive/negative perceptions. As a result of the study, first, the frequency and connection centrality of the word 'fast' were high, indicating that the speed of the Coupang Eats service is receiving a lot of attention. Second, as a result of CONCOR analysis, the areas of interest of users were identified by clustering the main keywords of the Coupang Eats app review data and dividing them into groups. A total of four groups could be identified: 'benefit service', 'satisfaction', 'inconvenience', and 'other', indicating the areas of interest of users. Third, through emotional vocabulary analysis, it was confirmed that there were more positive vocabulary than negative vocabulary in the Coupang Eats app review data. Fourth, the result of document sensitivity classification also confirmed that positive reviews appeared more than negative reviews. Finally, a text analysis was conducted on positive and negative reviews classified according to the document sensitivity classification to derive factors that induce and strengthen positive and negative perceptions.

Recently, the importance of 'citizen science', a technology that enables citizens to collect a large amount of data in the field of environmental planning and management, is being discussed around the world. In particular, the application of citizen science in the field of nature and ecological monitoring that requires extensive, quantitative, and qualitatively rich data can be expected to reduce research costs and secure large amounts of data within a short period of time. However, unlike the monitoring method made up of experts in the past, citizen science is the subject of non-expert citizens, so data collection must be carried out in consideration of data reliability and errors. This study confirmed how effective the data is in comparison with the existing expert-based survey method when citizens participate in urban ecosystem artificial bird nest monitoring. For about six months from February to August 2021, an artificial bird nest monitoring project was conducted for citizens in Suwon. Each participant installed the assigned artificial bird nest in an area with abundant green spaces such as forests, parks, and roadside trees, and monitored artificial bird nest according to the guidance of the researchers and recorded the contents through mobile applications. During the same period, the research team monitored the artificial bird nest in the Cheonan area and recorded it separately. As a result, a total of 98 citizens participated in the project, and 180 (87.3%) artificial bird nests were installed throughout Suwon. In addition, 1163 artificial bird nest monitoring activities were recorded, and traces of bird use were found in 57 birdhouses out of 180 artificial birdhouses. The citizen-based artificial bird nest monitoring project conducted in Suwon-si was able to monitor the wide-area target site within the same period, breaking away from the time limit that occurs in the existing expert-based monitoring activities. However, in the case of professional survey items such as the life history of birds, it was insufficiently prepared, and as the project was prolonged, the participation of citizens tended to decrease. In future research, it is considered necessary to explore complementary points for the monitoring program and organize a systematic monitoring program by conducting surveys at the same time.

소셜 앱에 게이미피케이션 방식이 적용되면서 유저들의 흥미와 제품에 대한 몰입을 보다 더 유발시키며, 그 가치와 중요성이 커지고 있다. 게이미피케이션이란 게임이 아닌 분야에 게임의 기법과 사고를 적용하여 사용자의 몰입 을 유도하는 것을 의미한다. 이에 본 논문은 게이미피케이션 분석 모델인 옥탈리시스를 차용하여 중국 3대 소셜 앱에 대한 사용자의 지속 활용도를 분석하여 그 특성을 도출하는 것을 목적으로 한다. 이를 위한 연구의 전개는 첫째, 게이 미피케이션의 구성요소와 특성에 대해 기존 사례를 통해 살펴본다. 둘째, 중국 3대 소셜 앱인 위쳇, QQ, 샤오홍슈에 대해 옥탈리시스의 8가지 분석 툴을 통해 설문조사를 실시하고 그 지속 활용도에 대해 분석한다. 분석 결과 게임 메커 니즘의 외적 표현인 세 가지 요소 포인트(Point), 배지(Badge), 리더보드(Leadboard)는 사용자의 활용도가 지속되지 않았으며, 이는 단지 하나의 수단일 뿐임을 알 수 있었다. 반면, 소셜 앱의 특성과 콘텐츠 그리고 사용자의 욕구가 결합 되어야 게임화 된 사고를 극대화 할 수 있으며, 이에 따라 사용자의 지속 활용도가 유지 됨을 알 수 있다.

The value and importance of Gamification has intensified as the way Gamification is applied to social networking applications has added to users’ interest and involvement to the product. Gamification entails the adoption of gaming techniques and modes of thinking in non-gaming domains to elicit user engagement. To this end, the paper draws on Gamification’s analytical model, Octalysis, with the aim of identifying user loyalty of the three major Chinese social networking applications and extracting their characteristics. In this regard, the first task in the advancement of the study is to establish an understanding of the components and characteristics of Gamification within the context of available examples. Next, a questionnaire survey covering China’s three dominant social applications, WeChat, QQ, and Xiaohongshu, is administered and their user loyalty is examined through Octalysis’s eight analytical frameworks. By virtue of analysis, the results demonstrate that the three elements of game mechanics, Point, Badge, and Leadboard, which are external to the game, fail to sustain the user loyalty, but are merely a means to an end. Only by including a combination of social application features, contents and user needs can Gamification considerations be maximized to ensure that users are subjectively engaged with the product.

This study is about the attitudes and intentions of consumers considering the usage of O2O application (app) under the COVID-19 situation. By integrating TAM and TPB as a theoretical background, we selected VPC (various product choice) and PII (product information intensity) as new functional external variables that have a positive effect on new system called O2O commerce. We also applied the transaction cost theory to investigate the obstacle of O2O business. We conducted a survey of consumers in large cities in the Korean market. As a result of this study, it was found that the more O2O app users recognized the influence of SN (subject norms), the more useful O2O app was, the more it led to a change in attitude and usage intention was positively significant. In addition, as the O2O app was easy to use and useful, and the SN was recognized, the user’s attitude was positive. On the other hand, it was also found that the transaction cost that consumers have to pay had a negative effect on usage intention. Additionally, VPC and PII have been shown to positively influence on usefulness of O2O apps.

The adoption of technology has always been of interest to academicians and practitioners of the field of Management Information System. This is so because without proper and adequate adoption, technology-no matter how beneficial or advanced it may be-will be of little value to users. Numerous researches, such as the researches of the Technology Acceptance Model (TAM) or the Unified Theory of Acceptance and Use of Technology (UTAUT), had been conducted to understand the human nature in association with the adoption or rejection of technologies that have bombarded the users. The coming of smart technologies (i.e., smart phones and devices), however, seems to have fundamentally changed the environment for adoption. The ubiquity combined with mobility of technology, especially when it comes to mobile apps, seem to make the old PC era of two-stage-pre and post-adoption models obsolete. A new model of adoption that identifies the determinants of technology acceptance and continuance is needed for the smart age. To this end, this paper undertakes an empirical study, by analyzing 229 users of Social Networking Service (SNS) mobile apps, to identify the role of user experience on the multi-stage adoption of technology, and provides results that User Experience (UX) plays the crucial role of bridging the separate stages of pre and post adoption of technologies. The paper concludes by providing practical implications of the new model as it relates to mobile apps and technologies, and recommendations for further studies to get a better understanding of technology adoption in the smart age.

최근, 오프라인 중심의 리테일러들은 위치기반 모바일 어플리케이션(Mobile location-based services; LBS)을 이용하여 소비자들에게 새로운 매장 내 경험(In-store experience)을 제공하는 옴니채널 전략에 초점을 두고 있다. 따라서, 본 논문은 가치기반 수용 모델(A value-based adoption model)을 이용하여, 소비자가 매장 내에서 리테일러의 어플리케이션을 다운받게 하는 요인은 무엇인지 (Perceived Benefit), 또한 다운로드를 주저하게 만드는 요인 (Perceived cost)은 무엇인지를 파악하는 것에 목적이 있다. 이를 위해 ‘ 지각된 가치 (perceived value)’ 를 중심으로 수용의도를 파악하고, 가치를 형성하는 데에 플로우(Flow)의 조절효과를 연구하는 것에 그 목적이 있다. 마지막으로, LBS에 대한 가치 형성이 소비자의 행동에 어떠한 영향을 미치는지 연구함으로써, 도입 초기 단계인 옴니채널의 수용모델을 제시함에 그 목적이 있다. 옴니채널 관련 연구가 크게 부족한 상황에서 초기 실증연구를 통해 이론적 시사점을 제시할 것으로 예상된다.

This study proposed a novel model to investigate influential factors affecting the intention to continue using increasingly popular food delivery apps (FDAs). The proposed theoretical model is developed and validated to extend traditional technology acceptance and adoption theories by identifying several determinant factors that capture the unique context of FDAs continuous usage. Hypotheses were tested using a partial least square structural equation modeling approach (PLS-SEM) on data collected from 331 actual FDAs users during the COVID-19 pandemic. The results reveal that convenience, perceived compatibility, delivery experience, and online reviews significantly influence the continuous usage of FDAs. The findings also confirm the importance of continuous intention on the actual use of FDAs. The research model of this study explains 65% of variance in continuous intention and 47% in actual use. The insights provided by this study suggest fruitful directions for future research. They can also help FDAs companies, developers and marketers with strategies and tips for further development and growth by ensuring users’ continuous usage of these platforms.

본 연구는 청년 대학생들의 데이팅 앱 사용에 대한 심층 인터뷰를 통해, 온라인 연애시장에서 청년들이 친밀성을 형성하는 방식을 탐구하였다. 연구 결과, 대학생들은 데이팅 앱에 대한 사회적 낙인과 부정적 인식을 경험하면서도, 그 양가적 특성에 주목하고 있었다. 데이팅 앱은 한편으로 허탈함, 부질없음, 두려움의 감정을 불러일으키며, 사랑의 상처, 진정성 부족, 범죄 위험을 초래하는 공간으로 인식되었지만 이와 동시에, 빠르고 쉽게 만남을 이어갈 수 있는 편리한 통로로 여겨졌다. 특히 성정체성뿐만 아니라, 성격, 지역, 네트워크 등의 요인으로 소수자적 위치에 놓인 개인들은 데이팅 앱을 자신의 제약을 극복하는 창구로 인식하며, 필요에 따라 유용하고 적극적으로 활용하고 있음을 알 수 있었다. 이러한 연구결과를 바탕으로 볼 때, 온라인 플랫폼을 통한 친밀성 형성의 과정은 단순하지 않으며, 데이팅 앱은 다양한 사용자들의 한계를 보완해줄 수 있는 장으로 작동한다는 것을 알 수 있다. 친밀성 형성은 연애시장에서 잠재적 상대를 탐색하고 선택하는 일일 뿐만 아니라, 자신의 가치를 평가받고 선택받는 경험이며, 이는 모두에게 공평하게 작동하지 않는다. 따라서 온라인 연애시장은 개인의 한계를 보완 할 수 있는 기회를 제공하며, 다른 한편으로 더 다양한 조건 속에서 합리적인 상대를 찾으려는 개인들의 욕구를 충족시켜준다. 이러한 측면에서, 본 연구는 온라인 플랫폼을 매개로 한 연애가 친밀성의 와해나 진정성의 부족으로만 해석될 수 없으며, 자신의 위치성을 고려한 청년들의 적극적이고 주체적인 선택 과정으로 이해되어야 한다고 주장한다.

This study explores how young university students construct intimacy in the online dating market through in-depth interviews about their use of dating apps. The findings indicate that while students are aware of the social stigma and negative perceptions surrounding dating apps, they also recognize their ambivalent nature. On the one hand, dating apps evoke feelings of emptiness, futility, and fear, often being perceived as spaces that expose users to emotional wounds, a lack of authenticity, and potential risks of crime. On the other hand, they serve as convenient platforms that facilitate rapid and effortless connections. Notably, individuals in marginalized positions?whether due to sexual identity, personality traits, geographic location, or social networks?perceive dating apps as a means to overcome their limitations and actively utilize them according to their needs. These findings suggest that the process of intimacy formation through online platforms is far from unidimensional; rather, dating apps function as spaces that can compensate for various constraints faced by users. Intimacy formation in the dating market is not merely about seeking and selecting potential partners but also about experiencing self-evaluation and being chosen by others?processes that do not operate equitably for all individuals. Consequently, online dating markets provide opportunities for individuals to navigate and mitigate their personal limitations while simultaneously fulfilling the desire to seek compatible partners under diverse conditions. From this perspective, this study argues that online dating, mediated by digital platforms, should not be understood solely in terms of intimacy erosion or a lack of authenticity. Instead, it should be recognized as a process in which young adults actively and strategically navigate their choices based on their unique positionalities.

본 연구는 앱 기반으로 형성되는 사용자의 독특한 집단 특성인 브랜드 트라이벌리즘을 소개하고 모바일 쇼핑의 이용요인과 브랜드 트라이브 요인의 구조적 관계를 알아보고자 하였다. 나아가 이들 관계에 작용하는 쇼핑 앱 경험의 조절 효과를 탐색해 보고자 하였다. 이를 위해모바일 쇼핑의 경험이 있는 대학생 280명을 표본으로 추출하여 응답누락과 불성실 응답을제외하고 250명의 데이터를 타당한 자료로 분석하였다. 연구변인들의 구조 관계를 분석하기위해 구조방정식모형(SEM)을 적용하였고 경험의 조절효과를 파악하기 위해 모바일 쇼핑경험의 정도를 두 집단으로 구분하여 다집단분석을 수행하였다. 연구결과, 앱에 대한 애착은 재이용 의도에 정(+)의 영향을 주었고 짜증반응은 제한적으로 부(-)의 영향을 주는 것으로 나타났다. 트라이브의 차원 중 사회구조는 재이용 의도에 대한 강한 효과를 보였다. 모바일 쇼핑의 선행요인으로서 애착은 트라이브 커뮤니티의 사회구조 및 리니지 차원에 정(+)의 효과를보였고, 오락성은 트라이브의 사회구조, 리니지, 공동체 의식 모두에 정(+)의 영향을 주었다. 또한 앱에 대한 짜증반응은 트라이브의 사회구조에 부(-)의 영향을 보였고, 전환비용은 트라이브의 사회구조, 리니지, 공동체 의식과 모두 정(+)의 관련성을 나타냈다. 마지막으로 본 연구 결과에 기초한 이론적 및 실무적 함의를 논의하였다.

This study investigated the relationship between mobile shopping apps (applications) adoption and brand tribalism through moderating effect of user experiences. Brand tribes have been conceptualized as networks of heterogeneous users (in term of gender, age, income etc.) connected by a shared emotion toward a specific brand. The current study used a sample of 250 students who participated introductory courses of a large University in South Korea and the structural equation modeling with maximum likelihood method was applied to analyze the hypothesized model. Also, moderating effects of user experiences group (low vs. high) was analyzed by using AMOS multi-group methods. Results indicated that emotional attachment had a significant impact on reuse intention of mobile shopping apps, and irritation was negatively related to the reuse intention of apps. Also, attachment had significant effects on social structure and lineage of brand tribes, but not on sense of community. Entertainment and switching cost was directly related to brand tribes, including social structure, lineage, and sense of community. However, irritation had a significant impact on social structure of brand tribes, but not on lineage and sense of community. In particular, social structure of brand tribes had a strong influence on reuse intention of mobile shopping apps. The findings of this study suggest that app brand managers should consider hedonic benefits and switching barriers of apps for long-term relationships with the right mobile app customers.