Earticle

본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 ‘먹방’콘텐츠 이용동기와 지속이용의도를 살펴보았다. 본 연구에서는 유튜브 ‘먹방’ 콘텐츠 이용자 358명을 대상으로 설문조사를 통해 SPSS 21.0 프로그램과 AMOS 21.0 프로그램을 활용, 탐색적/확인적 요인분석과 경로분석 등을 실시하여 핵심 결과를 도출하였다. 결과를 제 시하면, 첫째, 유튜브 ‘먹방’ 콘텐츠 이용 동기 중 정보추구 동기와 스트레스 해소 동기, 시간보내기 동기는 인지된 유용 성에, 정보추구 동기와 시간보내기 동기는 인지된 용이성에 정적 영향을 미쳤다. 둘째, 정보추구 동기, 스트레스 해소 동기, 시간보내기 동기는 공통적으로 인지된 즐거움과 인지된 독창성에 정적 영향을 미쳤다. 셋째, 인지된 즐거움은 인 지된 용이성에는 정적 영향을 미쳤다. 넷째, 인지된 즐거움과 인지된 독창성은 모두 지속이용의도에 정적 영향을 미쳤 다. 다섯째, 인지된 용이성은 인지된 유용성에 대해 정적 영향을 미쳤으며, 인지된 용이성과 인지된 유용성 모두 지속이 용의도에 정적 영향을 미쳤다. 본 연구는 이용과 충족접근, 기술수용모델을 통합 적용하여 유튜브 ‘먹방’ 콘텐츠의 지속 이용을 파악할 수 있는 모델을 정교화하였다는 점에서 학술적 의의가 있을 것이다. 후속연구에서는 유튜브 ‘먹방’ 콘텐 츠의 지속이용의도 관련 모델의 정교화를 위해 다양한 이론과 모델들을 통합 적용해 볼 필요가 있을 것이다.

This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.

The purpose of this study is to research the relationship among experience value, preference and intention to continuously use airline kiosk service. For the empirical analysis, a survey was conducted on consumers who have experience in using kiosks and 250 samples out of the collected data were used for the final analysis using SPSS. The results showed that reliability, usefulness, and ease of use of airline kiosk service characteristics factors excluding playfulness and safety had a significant effect on experiential value and intention to use continuously, and playfulness and reliability excluding usefulness, ease of use and safety had a significant effect on preference. In addition, the experience value has a significant effect on preference and intention to use continuously, and preference has a significant effect on intention to use continuously. Therefore, it is proven that the reliability on accurate and systematic technology to the travelers is the key factor to satisfy service value and satisfaction and that leads continuously used by consumers and draw positive recommendations from surrounding people, and it can provide useful implications for effective operation of airline kiosk service.

본 연구는 기술수용모델을 활용하여 골프 예약 애플리케이션 정보시스템품질이 지속사용의도에 미치는 영향을 규명하기 위해 수행되었다. 연구방법 연구 대상은 총 377명이며 온라인 설문조사를 통해 수집된 자료의 분석은 통계 프로 그램 SPSS Ver. 23.0, AMOS Ver. 23.0을 활용하여 빈도빈석, 신뢰도 분석, 확인적 요인분석, 상관관계분석, 구조방정 식 모형분석을 실시하였다. 결과 첫째, 골프 예약 애플리케이션 정보시스템품질의 하위요인 정보품질, 시스템 품질, 서비 스품질은 이용자의 지각된 용이성에 정적 영향을 주는 것으로 나타났다. 둘째, 골프 예약 애플리케이션 정보시스템품질의 하위요인 중 정보품질과 시스템 품질은 이용자의 지각된 유용성에 정적 영향을 주는 것으로 나타났다. 셋째, 골프 예약 애플이케이션 이용자의 지각된 용이성은 지각된 유용성에 정적 영향을 주는 것으로 나타났다. 넷째, 이용자의 지각된 용이성과 유용성은 지속사용의도에 정적 영향을 주는 것으로 나타났다. 결론 본 연구를 통하여 얻어진 결과는 골프 예약 애플리케이션의 경쟁력 강화와 기존 고객 유지를 위한 전략적 방안을 수립하는데 기초자료를 제공하고 있다. 골프 예약 애플리케이션 서비스 제공자들은 서비스의 이용 용이성과 유용성을 확보하여야 하며, 이를 위해 정보시스템 품질 향상을 위한 노력이 요구된다.

Purpose This study was conducted to investigate the relationship between golf application information system quality, perceived ease of use, perceived usefulness and continuous use intention. Methods Research method A total of 377 subjects were studied, and the analysis of the data collected through the online survey was carried out using the statistical program SPSS Ver. 23.0 and AMOS Ver. 23.0 was used to conduct frequency vacancy, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model analysis. Result First, it was found that the quality(information, system, service) of the golf application had a positive effect on user’s perceived ease of use. Second, it was found that the quality(information, service) of the golf application had a positive effect on user’s perceived usefulness. Third, it was found that user’s perceived ease of use had a positive effect on user’s perceived usefulness. Fourth, it was found that user’s perceived ease of use and perceived usefulness had a positive effect on the continuous use intention. Conclusion This study provides basic data for establishing a strategic plan for strengthening the competitiveness of golf reservation applications and retaining existing customers.

최근 다양한 채널의 등장으로 일반인들도 1인 미디어를 통해 불특정다수의 시청소비자와의 커뮤니케이션 활동이 증감함에 따라 본 연구는 1인 미디어콘텐츠의 특성이 지각된 가치에 미치는 영향과 지각된 가치가 지속적 이용의도에 미치는 영향, 신기성 추구성향에 따른 상호작용효과를 살펴보았다. 설문조사를 통해 데이터를 수집하였으며, SPSS프로그램을 통해 1인 미디어콘텐츠의 특성인 정보품질, 정보신뢰성, 유희성이 지각된 가치에 미치는 영향을 검증한 결과, 모두 유의한 수준으로 긍정적 영향을 미치는 것으로 나타났으며, 지각된 가치는 지속적 이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 그러나 신기성추구성향과 지각된 가치의 상호작용효과는 유의하지 않는 것으로 나타났다. 따라서 콘텐츠 크리에이터들은 콘텐츠 제작시 내용 및 구성에 있어서 오락적 요소 못지않게 내용의 신뢰성에 노력을 기울여야 할 것이다. 향후 연구방향으로 신기성추구성향의 직접적인 효과와 1인 미디어콘텐츠를 이용하는 시청자의 특성이 미치는 다양한 요인에 대해 연구를 진행해 보는 것이 의미가 있을 것으로 판단된다.

Recently, with coming of various channels, the public are communicating with unspecified massive consumers through personal broadcasting. It is becoming more popular as a positive response. The purpose of this study is to investigate the effect of characteristics of personal broadcasting contents on perceived value, perceived value on continuous use intention and the interaction effect of novelty seeking. As a result of verifying the effects of information quality, information trust, and entertainment on the perceived value, the characteristics of personal media contents all showed a significant positive effect and perceived value has a positive effect on continuous use intention. But The interaction effect of novelty seeking and perceived value is not significant. Therefore, content creators should make efforts to create content as much as to the trust of content as entertainment elements in content and composition. In the future, it will be meaningful to proceed with the research on the direct effects of the novelty trend and the various factors affecting viewers' characteristics using personal media contents.

This study aimed to analyze the effects of adult men’s consumption tendencies on purchasing behavior and continuous use intention toward skincare, thereby identifying the characteristics of male consumers impacting the beauty service industry. A total of 293 adult men aged between their 20s and 60s participated in an online survey, and the collected data were analyzed through frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis using SPSS 25.0. The results revealed that, first, consumption tendencies significantly influenced purchasing behavior, with comparative and conspicuous consumption tendencies showing a positive relationship. Second, both comparative and conspicuous consumption tendencies had a positive effect on continuous use intention, indicating that male consumers’ psychological satisfaction and symbolic motivations contribute to sustained service utilization. Third, purchasing behavior had a significant positive impact on continuous use intention, demonstrating that a positive service experience fosters a long-term relationship orientation and loyalty. These findings suggest that adult men perceive skincare services not merely as aesthetic care but as a means of self-expression and social identity enhancement. Therefore, differentiated marketing strategies that reflect male consumers’ behavioral tendencies, such as rational information transparency, premium service programs, and personalized membership systems are essential to strengthen customer loyalty and promote sustainable growth within the skincare service industry.

본本研究以成年男性为研究对象,通过分析消费倾向对皮肤护理服务使用行为及持续 使用意愿的影响,旨在实证性揭示男性顾客的美容服务使用特征.研究对象为全国20至60岁 有皮肤护理服务使用经验的293名成年男性,采用在线问卷调查方式收集数据.使用SPSS 25.0软件对收集的数据进行频率分析,因子分析,信度分析,相关性分析及回归分析.分析 结果显示,首先,消费倾向对皮肤护理店的购买行为具有显著影响,其中比较消费倾向和炫 耀性消费倾向越强,购买行为水平就越高.其次,消费倾向对持续使用意愿也产生正向影响,且比较消费倾向和炫耀性消费倾向的影响尤为突出.第三,皮肤护理服务的使用行为对 持续使用意愿具有显著正向影响,证实积极的服务体验能促进长期关系的建立.这些研究结 果表明,成年男性使用皮肤护理服务已超越单纯的美容需求,演变为通过心理象征性消费行 为来管理自我形象,强化社会认同.因此,皮肤护理行业需要制定符合男性消费特征的差异 化营销策略和定制化服务方案,不仅要满足理性消费需求,更要构建整合心理满足感与社会 价值的全方位客户管理体系.

최근 인공지능 챗봇 사용이 보편화되면서 챗봇과의 상호작용 과정에서 차별 발언과 같은 비윤리적 언어 사용이 빈번하게 나타나고 있다. 본 연구는 인공지능 챗봇 이용자 가 챗봇에 장애인 차별 발언을 하는 비윤리적 상황에서 챗봇 의인화 수준에 따른 설득 효과를 살펴보았다. 이와 함께 인공지능 챗봇 의인화의 결과로 나타나는 심리적 반발의 매개효과를 살펴보았다. 또한 인공지능 챗봇이 제시하는 사회규범 메시지에 따라 설득 효과가 어떻게 변화를 보이는지를 살펴보고자 사회규범 메시지의 조절효과와 조절된 매개효과를 검증하였다. 본 연구는 2 (의인화: 높음 vs. 낮음) × 2 (사회규범: 사회규범 메시지 vs. 비규범 메시지) 개체 간 요인 실험 설계를 바탕으로 온라인 실험을 진행하 였으며, 실험 참여자(N = 280)는 무작위로 네 가지 조건 중 하나에 배치되었다. 연구 결과, 의인화 수준이 장애인 차별 발언 중단의도에 미치는 직접 효과는 유의하지 않았 으나 인공지능 챗봇 지속이용의도에 미치는 직접 효과는 유의했다. 심리적 반발의 매개 효과의 경우, 분노는 챗봇 지속이용의도만을 매개하였으며, 부정적 인지는 차별 발언 중단의도와 챗봇 지속이용의도를 모두 매개하였다. 사회규범 메시지 유무의 조절효과와 조절된 매개효과는 유의하지 않은 것으로 나타났다. 결론에서는 이러한 분석 결과를 바탕으로 본 연구의 함의와 한계점을 논의하였다.

Amid the growing use of AI chatbots in recent years, unethical language, such as hate language, is becoming more common during interactions with chatbots. This study examined the persuasive effect of the different levels of anthropomorphism on intention to stop using hate language toward a chatbot and continuous chatbot use intention in an unethical situation. In addition, this study explored the mediating effect of psychological reactance. The study also tested the moderating and moderated mediating effects of a social norm message in the association between anthropomorphism and intention to stop using hate language and continuous chatbot use intention. A 2 (anthropomorphism level: low vs. high) × 2 (social norm message: social norm vs. non-social norm) between-subjects design was utilized in an online experiment. A total of 280 participants were randomly assigned to one of the four conditions. The results demonstrated a non-significant direct effect of anthropomorphism on intention to stop using hate language toward the AI chatbot. The direct effect of anthropomorphism level on continuous chatbot use intention was significant. In addition, as for the mediating effects of psychological reactance, anger mediated only the association between anthropomorphism and continuous chatbot use intention. In contrast, negative cognition mediated the associations between anthropomorphism and both intention to stop using hate language toward the chatbot and continuous chatbot use intention. Finally, social norm message did not moderate the mediating effect of psychological reactance. The implications and limitations of the study findings were discussed.

본 연구의 목적은 애견동반 헬스장의 서비스가치, 고객만족, 지속이용의도 간의 관계를 규명하는데 목적이 있다. 이를 위해 애견을 동반하여 헬스장이용을 하고 있는 이용객 300명을 대상으로 설문조사를 실시하였으며, SPSS 24.0을 이용하여 빈도분석, 신뢰도분석, 상관관계분석을 실행하였고, 확인적 요인분석 및 구조방정식모형분석을 통해 모델의 적합도와 연구가설을 검증하기 위하여 AMOS 21.0을 사용하였다. 그 결과는 첫째, 애견동반헬스장의 서비스가치요인인 감정적가치, 기능적가치, 사회적가치 모두 고객만족에 정적영향을 미치는 것으로 나타났다. 둘째, 애견동반헬스장의 서 비스가치요인 중 감정적가치, 기능적가치는 지속이용의도에 정적영향을 미치는 것으로 나타났으나 사회적가치는 지속 이용의도에 영향을 미치지 않는 것으로 나타났다. 셋째, 애견동반헬스장을 이용한 고객의 만족은 지속이용의도에 정적영 향을 미치는 것으로 나타났다.

The purpose of this study is to investigate the relationship between service value, customer satisfaction, and continuous use intention of a dog fitness center. To this end, a survey was conducted on 300 users who use the gym with dogs, and frequency analysis, reliability analysis, and correlation analysis were performed using SPSS 24.0, and AMOS 21.0 was used to verify the model's fit and research hypothesis through confirmatory factor analysis and structural equation model analysis. As a result, first, it was found that emotional value, functional value, and social value, which are service value factors of a dog fitness center, all have a positive effect on customer satisfaction. Second, among the service value factors of dog health centers, emotional and functional values were found to have a positive effect on the intention to continue using, but social values did not affect the intention to continue using. Third, it was found that the satisfaction of customers who used the dog fitness center had a positive effect on the intention to continue using it.

본 연구는 유튜브 홈트레이닝 콘텐츠 시청자의 시청지속의도를 향상시킬 수 있는 방안을 모색하기 위하여 콘텐츠 특성과 시청몰입 및 지속의도의 인과관계를 분석하였고, 289명을 대상으로 연구를 진행하였다. 자료처리는 SPSS 21.0, AMOS 21.0을 사용하였고, 빈도분석 및 확인적 요인분석, 신뢰도분석, 상관분석을 진행하였으며, 구조방적식 분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 유튜브 홈트레이닝 콘테츠 특성의 모든 하위요인이 시청몰입에 정적인 영향 을 미친다는 결과를 확인하였다. 둘째, 홈트레이닝 콘테츠 특성의 모든 하위요인이 시청지속의도에 정적인 영향을 미친다 는 결과를 확인하였다. 셋째, 유튜브 홈트레이닝 콘텐츠 시청자의 시청몰입이 시청지속의도에 정적인 영향을 미친다는 결과를 확인하였다. 넷째, 시청몰입은 콘텐츠 특성을 통해 지속의도에 영향을 주었고, 이는 부분매개효과가 있음을 밝혔 다. 이에 유튜브 홈트레이닝 콘텐츠 시청자의 시청지속의도를 향상시키기 위해서는 시청자가 원하는 콘텐츠 특성을 파악 하는 것이 중요하다고 판단한다.

Thhis study analyzed the causal relationship between content characteristics, viewing immersion, and intention to continue, to explore ways to improve intention to continue watching YouTube Home training content viewers, and researched 289 people. Frequency analysis, confirmatory factor analysis, reliability analysis, and correlation analysis and performed using SPSS 21.0 and AMOS 21.0, and structural equation analysis and performed. The research results are as follows. First, all aspects of YouTube home training content characteristics positively impact viewing immersion. Second, we confirmed the result that all sub-factors of the characteristics of home training content have a static effect on the intention to continue viewing. Third, we confirmed the result that viewers' immersion in watching YouTube Home training content has a static effect on their intention to continue watching. Fourth, we found that viewing immersion affects persistence intentions through content characteristics and a partial mediation effect. Therefore, to improve the intention of viewers to continue watching YouTube Home training content, it the important to understand the content and the characteristics desired by viewers.

본 연구는 어린이 교육용 모바일 앱의 인터랙티브 내러티브 디자인이 학습몰입도 증진과 지속사용의도에 미치는 영향을 살 펴봄으로써, 인터랙티브 내러티브 디자인의 교육적 효과성을 검증하여 어린이 교육용 앱에 기초한 인터랙티브 내러티브 디자인 방 안을 제시하는 것을 목적으로 한다. 연구방법으로는 문헌연구방법 및 설문조사를 활용하여 진행하였다. 구체적으로 문헌연구방법을 통해 인터랙티브 디자인의 개념, 이해, 디자인 구성요소, 학습몰입도, 지속사용의도에 대한 개념과 선행연구를 살펴보았다. 다음으 로 한국과 중국의 초등학생 각 100명씩 총 200명을 대상으로 설문조사를 실시하였으며, 응답이 불성실한 설문지 한국 3부, 중국 5 부를 제외하고 최종적으로 한국 97명, 중국 95명의 학습자를 대상으로 인터랙티브 내러티브 디자인, 학습몰입도, 지속사용의도를 파악하고 변수 간의 영향 관계를 분석하였다. 본 연구의 연구결과로는 어린이 교육용 앱 사용자인 초등학생을 대상으로 인터랙티브 내러티브 디자인 요소가 학습몰입도와 지속사용의도에 미치는 영향을 살펴본 결과 인터랙티브 내러티브 디자인이 학습몰입도 향상 및 지속사용의도에 긍정적인 영향을 미치는 것으로 나타났다. 이는 수학/과학 교육 시 이론적 개념이나 해석 등을 쉽게 이해하도록 구성하고 있으며, 단계별로 이야기와 이미지가 이어지기 때문에 지루함을 느끼지 않고 학습할 수 있도록 돕기 때문인 것으로 볼 수 있다. 결론적으로 본 연구에서는 인터랙티브 내러티브 디자인은 학습자가 학습에 몰입하고, 지속해서 이를 이용하도록 만든다는 긍 정적인 효과를 가지고 있음을 확인할 수 있었다.

The purpose of this study is to verify the educational effectiveness of interaction design in mobile APP by observing the impact of interaction design for elementary school education on enhancing learning immersion and continuous use intention, and propose an interaction design scheme based on elementary school education APP. The research methods are literature research and questionnaire survey. Specifically, through the literature research method, the concepts and prior studies on the concept, reviews the continuous use intention and previous research of interaction design. Then, conducts a questionnaire survey on elementary school students in South Korea and China to understand the interaction design, learning immersion, and continuous use intention, and analyzes the relationship between variables.The research result of this study is to observe the influence of interaction design elements within interaction on learning immersion and continuous use intention with elementary school students who are users of elementary school education application as the objects. The results show that interaction design within interaction has a positive impact on improving learning immersion and continuous use intention. It can be thought that this is because in mathematics/science education, it is easy to understand theoretical concepts or explanations, and stories and images will be continued at each stage to help students learn without being bored.In conclusion, this study can confirm that interactive inline design has a positive effect of enabling learners to engage in learning and continue to use.

서비스 지향성과 고객 지향성은 서비스 기업의 성공을 결정짓는 서비스 기업내 중요한 자산으로 인식되고 있다. 그러나 이들 지표는 서비스 제공 경험을 토대로 한 서비스 기업 내부의 자가 진단을 통해 평가된다. 그렇기 때문에 모바일 앱 등 비대면 채널을 기반으로 금융서비스를 제공하는 핀테크 기업의 경우 자사의 서비스 지향성이나 고객 지향성을 평가하기가 쉽지 않은 것이 사실이다. 이에 본 연구에서는 고객의 평가를 통해 서비스 지향성과 고객 지향성을 평가할 수 있도록 지각된 고객 지향성을 개념화하였다. 그리고 기술수용 모델을 기반으로 지각된 고객 지향성에 영향을 미치는 선행요인과 후행요인에 대해 실증하였다. 이를 위해 지각된 이용 편의성과 유용성, 지각된 고객 지향성, 고객의 지속 이용의도와 구전의도로 구성된 설문에 대해 핀테크 서비스를 이용한 고객들을 대상으로 설문을 실시하고 구조방정식을 통해 개념간 인과관계를 실증하였다. 그 결과 지각된 이용 편의성과 유용성, 고객의 지속 이용의도와 구전의도간의 인과관계에 있어 지각된 고객 지향성의 매개효과를 확인할 수 있었다. 본 연구는 비대면으로 모든 금융서비스가 제공되는 핀테크 기업의 경영진과 실무진들이 자사의 서비스 지향성과 고객 지향성을 고객의 평가를 통해 객관적으로 측정하고 서비스 운영전략 수립에 활용할 수 있는 토대를 마련했다는 점에서 학문적, 실무적 시사점을 제공하고 있다.

Service orientation and customer orientation are recognized as important success factors in service companies. However, these constructs are evaluated through self-diagnosis within the service company based on service delivery experience. For this reason, Fintech companies that provide financial services based on non-face-to-face channels such as mobile APP have limitations in evaluating their service orientation and customer orientation. Therefore, in this study, the perceived customer orientation is conceptualized so that service orientation and customer orientation can be evaluated through customer evaluation. In addition, the antecedents and consequences of the perceived customer orientation based on the technology acceptance model were demonstrated. As a result, it was confirmed the mediating effect of perceived customer orientation in the relationship between perceived ease of use and usefulness and customer's continuous use intention and word of mouth intention. This study laid the foundation for the Fintech companies that provide all financial services throughout non-face-to-face to measure their service orientation and customer orientation through customer evaluation and utilize them in establishing service operation strategies.

This study aims to identify the factors affecting generative AI satisfaction and continuous use intention through an empirical analysis using a comparative study of South Korea and Japan. To verify the research model, data were collected from 151 university students each in South Korea and Japan, and based on this, an analysis was conducted using Structural Equation Modeling (SEM). The analysis results are as follows: First, information quality was found to have a significant positive effect on generative AI satisfaction in both the Korean and Japanese samples. Second, interactivity did not affect generative AI satisfaction in the Korean sample, but it showed a significant positive effect on generative AI satisfaction in the Japanese sample. Third, performance expectancy was found to have a significant positive effect on generative AI satisfaction in both the Korean and Japanese samples. Fourth, generative AI satisfaction was found to have a significant positive effect on continuous use intention in both the Korean and Japanese samples. Fifth, the results of the indirect effect analysis revealed that in the Korean sample, only information quality and performance expectancy had a significant positive effect on continuous use intention through generative AI satisfaction; however, in the Japanese sample, information quality, interactivity, and performance expectancy all had a significant positive effect on continuous use intention through generative AI satisfaction. The results of this study hold important significance in terms of being a comparative study between South Korea and Japan, and they emphasize that the characteristics of information quality, interactivity, and performance expectancy can affect generative AI satisfaction and continuous use intention.

The principal objective of the work is to confirm the effects of perceived interactivity, trust, and emotion on intentions to use IPTV service. The empirical investigation into IPTV service users suggests that (i) the perception of interactivity should be directly related with trust, (ii) Users’ trust should bolster users’ emotion in a positive or negative aspect, and (iii) such emotion is verified to affect the intention to use IPTV continuously. More specifically, we demonstrate that positive and negative emotions influence user intentions positively and negatively. Additionally, we find that the trust mediates perceived interactivity and emotions, and both trust and emotion mediate the relationship between perceived interactivity and intentions to use IPTV. The work indicates that trust and emotion of users should be considered from IS perspective in an attempt to build the intention to use IPTV. IPTV firms should consider in their IPTV design and offering strategy how to enhance positive emotions for user retention and eventually bolster intentions to use IPTV continuously.

This thesis is a paper focusing on the technology acceptance model and analyzing the impact of the characteristics of 5G services on users' continuous use intentions. With the start of the fourth industrial revolution in the 21st century, 5G is the best technology used in the Internet of Things, high-speed information and communication, artificial intelligence, big data, self-driving cars, virtual reality, augmented reality, robots, nanotechnology, and blockchain. Despite the fierce competition among countries to preoccupy 5G information and communication core technologies of the Industrial Revolution, Korea is very hopeful to expand its economic value by "implementing the world's first 5G high-speed mobile communication. Technical features of 5G high-speed information and communication are represented by ultrafast, ultra-high capacity, ultra-low delay, and ultra-connectedness. 5G mobile communication (hereinafter referred to as 5G) is significantly superior to LTE, which is 4G mobile communication, in terms of transmission speed, latency, and terminal capacity. 5G service is not just one axis in the process of developing mobile communication technology, but it is also an innovative value creation of businesses that technology has. Although 5G was initially expanded to focus on B2C, it will gradually be transferred to a global globalized business in the form o f a variety of new business models and services in the B2B sector. All interest in 5G has now been focused on billions of smartphone users, which, of course, is expected. Therefore, there is a lack of research on how the national investment method will work and what in dividuals can achieve by using 5G services. In addition, in terms of 5G service providers, they have not been able to use specific investment strategies and services because they have not been able to identify large-scale investments for 5G or what parts of each industry as a whole. In this study, we analyzed and organized the characteristics of 5G services, studied the characteristics of each technology of 5G services, and conducted a survey focusing on users' actual usage intentions. To this end, 18 prior papers using existing overseas and domestic technology acceptance models were applied, and results on the intention of use were derived using technology acceptance models..

The purpose of this study is to make an empirical analysis on the factors affecting the intention for the continuous use of the BSC system, which has been recently spread in the public sector. Because the object of acceptance is the performance management system based on BSC (Balanced Scorecard) implemented in the form of information systems, this study proposes a research model by applying TAM (Technology Acceptance Model). Independent variables are factors affecting the acceptance of BSC system such as training, communication, IS support, CEO support and personal innovativeness, and we examine their effects on the dependent variable, namely, intention on continuous use via mediating variables: perceived usefulness and perceived ease of use.A questionnaire survey was conducted with public institutions(firms) that had introduced and were operating the BSC system; 264 valid questionnaires are adopted. Collected data are analyzed using SPSS 16.0 and AMOS 7.0. Results of reliability test show that all analyzed data are reliable. In validity test, one item regarding communication was excluded; 9 latent variables and 34 observed variables are used in the final analysis.Based on the results of the hypothesis test through path analysis using a structural equation model, 10 out of 16 hypotheses are accepted. Factors affecting perceived usefulness are training and IS(Information System) support. The analysis results indicate that perceived ease of use is mainly affected by IS support, CEO support, and personal innovativeness among the factors related to the acceptance of the BSC system. This suggests that, contrary to the expectation that the BSC system may be used without difficulty, the manage-ment’s active support is required in order to attain expected improvement in productivity and work efficiency. This was also pointed out in case studies on the construction of the BSC system in public sectors. On the other hand, perceived ease of use is found to affect perceived usefulness. This supports the results of previous researches on TAM. Perceived ease of use and perceived usefulness are found to affect the attitude towards the use of the system. The intention on continuous use is affected more by perceived usefulness than by the attitude towards the use of system. This result supports the results of previous researches on TAM, showing that the BSC system is utilized substantially in worksites. This study is considered meaningful in that it was actually performed on users at public institutions(firms) that had introduced the BSC system and that it empirically tested hypotheses on the acceptance of the BSC system by applying TAM to the research model.

The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advantage that it can provide contents and services suitable for the user by identifying user location accurately. Offering such diverse advantages, location based services are increasingly used. In addition, for use of location based services, release of user's personal information and location data is essentially required. Regarding personal information and location data, in addition to IT companies, general companies also are conducting various profitable businesses and sales activities based on personal information, and in particular, personal location data, comprehending high value of use among personal information, are drawing high attentions. Increase in demand of personal information is raising the risk of personal information infringement, and infringements of personal location data also are increasing in frequency and degree. Therefore, infringements of personal information should be minimized through user's action and efforts to reinforce security along with Act on the Protection of Personal Information and Act on the Protection of Location Information. This study aimed to improve the importance of personal information privacy by empirically analyzing the effect of perceived values on the intention to strengthen location information security and continuously use location information for users who received location-based services (LBS) in mobile environments with the privacy calculation model of benefits and risks as a theoretical background. This study regarded situation-based provision, the benefit which users perceived while using location- based services, and the risk related to personal location information, a risk which occurs while using services, as independent variables and investigated the perceived values of the two variables. It also examined whether there were efforts to reduce risks related to personal location information according to the values of location- based services, which consumers perceived through the intention to strengthen security. Furthermore, it presented a study model which intended to investigate the effect of perceived values and intention of strengthening security on the continuous use of location-based services. A survey was conducted for three hundred ten users who had received location-based services via their smartphones to verify study hypotheses. Three hundred four questionnaires except problematic ones were collected. The hypotheses were verified, using a statistical method and a logical basis was presented. An empirical analysis was made on the data collected through the survey with SPSS 12.0 and SmartPLS 2.0 to verify respondents' demographic characteristics, an exploratory factor analysis and the appropriateness of the study model. As a result, it was shown that the users who had received location-based services were significantly influenced by the perceived value of their benefits, but risk related to location information did not have an effect on consumers' perceived values. Even though users perceived the risk related to personal location information while using services, it was viewed that users' perceived value had nothing to do with the use of location-based services. However, it was shown that users significantly responded to the intention of strengthening security in relation to location information risks and tended to use services continuously, strengthening positive efforts for security when their perceived values were high.

This study aims to assess the impact of chatbot usability and demographics on continuous intention to use across different sectors. The research employed Braun’s Bot Usability Scale (BUS11) to measure chatbot usability, focusing on accessibility, quality, conversation quality, privacy risk, and response time. A total of 187 participants completed a survey as part of this study. Variance-based SEM was utilized to examine relationships and test hypotheses. This study contributes to the ongoing discourse on chatbot adoption and user behaviour. It enhances the understanding of chatbot usability, highlighting the role of age in continued intention to use chatbots. The findings suggest that different age groups may possess specific preferences and expectations regarding chatbot usability. These differing preferences can influence their intention to continue using this technology. The study reveals that chatbot usability significantly impacts continuous intention to use and that age moderates the relationship between perceived conversation quality, information, privacy, security, and continuous intention to use. Based on the study’s results, it is recommended that chatbot designers enhance usability to promote long-term adoption and usage.

국내의 탐사보도 수용자 546명을 설문조사해서 탐사보도 이용동기, 품질평가, 사회적 역할 평가가 이용정도에 미치는 영향, 그리고 이용정도가 지속이용의도에 주는 영향 및 정치효능감의 매개효과를 구조방정식(SEM)으로 알아보았다. 이용동기는 심층정보추구, 관습적 이용, 관계추구 등 3개, 품질평가는 전문성, 공정성, 시민중심 등 3개, 사회적 역할 평가는 사회감시와 정보제공 등 2개가 있었다. 이용동기에서는 심층정보추구와 관계추구, 품질평가에서는 전문성, 사회적 역할 평가에서는 사회감시와 정보제공이 이용정도에 정적인 영향을 주었다. 수용자들은 우리 사회문제를 깊게 고발하고 권력층을 감시하는 정보를 취득해서 사회적으로 타인들과 교류하기 위해 탐사보도를 이용하는 것으로 해석되었다. 즉 탐사보도가 감시견 역할을 충실히 할 때 수용자 이용이 증가하였다. 이용정도는 지속이용의 도에 직접 영향을 주지 않았지만, 내적정치효능감을 매개로 지속이용의도에 간접 영향을 주었다. 영향을 주는 경로는 ‘이용정도-> 내적정치효능감-> 지속이용의도’ 또는 ‘이용정도-> 내적정치효능감-> 외적정치효능감-> 지속이용의도’이었다. 이용정도가 지속이용의도에 영향을 주는 과정에서 내적정치효능감은 완전매개효과를 갖고 있었다. 그러나 외적정치효능 감은 내적정치효능감보다 더 큰 직접영향을 지속이용의도에 주었다.

This study analyzed factors to affect use and continuous use intention of investigative news in Korea, focusing on use motive, evaluation of quality and social role. 546 persons were surveyed. Use motives were in-depth information pursuit, habitual use and relations pursuit. Quality evaluation were professionalism, fairness and civic-centeredness. Social role evaluation were social surveillance and information provision. Factors to affect usage were in-depth information pursuit and relations pursuit of 3 motives, professionalism of quality evaluation, and all of social role evaluation. It was interpreted that consumers use investigative news to deeply know social problems and corruption of powerful groups, and socially interact with others. Usage did not directly affect continuous use intention, but indirectly affected it by the intermediation of internal political efficacy. Path to influence was ‘usage → internal political efficacy → continuous use intention’ or ‘usage → internal political efficacy → external political efficacy → continuous use intention’.