Earticle

본 연구는 20대 대학생들을 대상으로 온라인 맞춤형 광고의 수용 과정을 살펴보았다. 특히, 온라인 맞춤형 광고에 대한 인지된 개인화가 인지된 유용성을 매개하여 온라인 맞춤형 광고의 이용 의도에 미치는 효과를 검증하고, 해당 영향이 프라이버시 침해 우려와 인지된 통제 감에 의해 조절되는지 살펴보았다. 만 18세 이상 29세 이하의 대학생들을 대상으로 설문 조사를 한 결과, 인지된 유용성의 부분매개효과가 검증되었다. 즉, 인지된 개인화와 인지된 유용성이 높 아질수록 온라인 맞춤형 광고의 이용 의도가 높아짐을 보여준다. 또한, 인지된 유용성을 통한 매 개 효과가 프라이버시 침해 우려와 인지된 통제감에 의해 달라지는 조절된 매개효과가 검증되었 다. 프라이버시 침해 우려와 인지된 통제감은 인지된 개인화와 맞춤형 광고의 이용 의도의 관계 를 조절하였고, 또한 인지된 유용성과 맞춤형 광고의 이용 의도의 관계를 조절하였다. 본 연구는 프라이버시 침해 우려와 인지된 통제감의 조절된 매개효과를 검증함으로써, 온라인 맞춤형 광고 의 수용 과정을 구조적으로 제시하고 검증하였다는데 의의가 있다.

This study systematically investigated the process of online behavioral advertising (OBA) acceptance for individuals in their 20s. In particular, the perceived usefulness was examined as a mediator between perceived personalization and intention to use OBA. In addition, privacy concerns and perceived controllability were examined as moderators. Based on a survey of college students aged 18 to 29, this study found that the perceived personalization positively associated with intention to use OBA, a relationship that is partially mediated by perceived usefulness and moderated by both privacy concerns and perceived controllability. That is, both privacy concerns and the perceived controllability moderated a relationship between the perceived personalization and intention to use OBA, as well as a relationship between the perceived usefulness and intention to use OBA. This study has theoretical and practical implications of investigating the process of OBA acceptance systematically by verifying moderated mediation effects of both privacy concerns and perceived controllability.

E-Health services are seen as promising to healthcare promotion, but low usage by patients limits their effectiveness. The Technology Acceptance Model (TAM) has shown to be explanatory in the adoption of e-Health services. As the use of e-Health for self-management grows, it is important to identify factors influencing perceived ease-of-use (PEOU) and usefulness (PU) to encourage acceptance. However, the selection of external variables in this context lacks a clear pattern. We applied the Heuristic-Systematic Model (HSM) with the aim of further explaining the external variables in TAM especially in the area of e-health, and selected three external variables: information quality, health information literacy, and social influence. Hence, our study combines the Heuristic-Systematic Model (HSM) and TAM to investigate the mechanism and external factors that promote individuals to act for their health benefits. A total of 198 responses were collected among people having completed an online diabetes risk test on the website of the Finnish Diabetes Association. This data was then analyzed using partial least squares structural equation modeling (PLS-SEM). Our study finds that heuristic cues like health information literacy and social influences impact PEOU, while systematic cues, especially information quality, positively influence PU. Also, higher PU is associated with increased intention to use e-Health services and engage in health-promoting actions, highlighting the importance of the systematic path in the e-Health context. Our theoretical contributions are twofold. First, we add to TAM research in the area of e-health by providing an explanation why heuristic cues link to PEOU while systematic cues link to PU. Second, our research is among very few applying HSM to e-health and finds that overall, the systematic path is more influential than the heuristic path. We also provide practical advice for healthcare providers to improve the impact of their e-health initiatives.

본 연구는 회계 학습에서 비대면 교육 서비스의 인지된 용이성, 인지된 유용성, 만족도, 그리고 지속 사용 의도 간의 관계를 조사하였다. COVID-19 팬데믹으로 인해 비대면 교 육의 중요성이 급격히 증가하면서 이러한 요인들을 이해하고 교육 서비스의 질을 향상시 키기 위한 필요성이 높아졌다. 본 연구는 이러한 배경에서 비대면 회계 교육 서비스의 효 과성을 분석하는 것을 목적으로 한다. 다음으로 본 연구의 연구방법으로는 비대면 회계 교육 서비스를 경험한 476명의 대학 생들을 대상으로 구조방정식 모델(SEM)을 사용하여 데이터를 분석하였다. 연구 변수로는 인지된 용이성, 인지된 유용성, 만족도, 지속사용의도가 포함되었으며, 이들 변수 간의 관 계를 규명하고자 하였다. 이에 연구 결과, 사용 용이성 인식은 유용성 인식에 긍정적인 영향을 미쳤으며, 이는 사용자 만족도에 유의미한 영향을 미치는 것으로 나타났다. 또한, 사용 용이성과 유용성 인식은 모두 학생들의 비대면 교육 서비스에 대한 만족도와 직접적으로 관련이 있는 것 으로 확인되었다. 더 나아가, 높은 만족도는 이러한 교육 서비스를 지속적으로 사용하려 는 강한 의도로 이어짐을 입증하였다. 끝으로, 본 연구 결과는 비대면 교육 서비스의 사용 용이성과 유용성을 향상시키는 것 이 학생 만족도를 높이고 지속적인 사용을 장려하는 데 중요하다는 것을 시사한다. 따라 서 교육 서비스 제공자들은 사용자 친화적인 인터페이스 개발, 고품질의 교육 콘텐츠 제 공, 효과적인 지원 시스템 구축에 집중해야 한다. 이는 전체 학습 경험을 향상시키고 비 대면 교육 서비스의 장기적인 성공을 보장하는 데 필수적이다.

This study investigates the relationship between perceived ease of use, perceived usefulness, satisfaction, and the intention to continue using non-face-to-face educational services in accounting learning. The significance of understanding these factors has grown due to the increased reliance on contactless education services following the COVID-19 pandemic. The study aims to provide insights that can help improve the quality and effectiveness of these educational services. Next, the research involved the analysis of data collected from 476 university students who had experience using non-face-to-face accounting education services. A Structural Equation Model (SEM) was employed to examine the relationships between the variables of interest, namely perceived ease of use, perceived usefulness, satisfaction, and intention to continue use. As a result, the study's findings indicate that perceived ease of use has a positive influence on perceived usefulness, which significantly impacts user satisfaction. Furthermore, both perceived ease of use and perceived usefulness are directly related to the students' satisfaction with the contactless educational services. High levels of satisfaction were also shown to strongly predict the intention to continue using these educational services. Finally, these results suggest that improving the perceived ease of use and usefulness of contactless education services is crucial for enhancing student satisfaction and promoting continued use. Educational service providers should focus on creating user-friendly interfaces, providing high-quality educational content, and implementing effective support systems. These efforts are essential for improving the overall learning experience and ensuring the long-term success of non-face-to-face educational services.

현대의 교육 환경에서 비대면 학습은 더 많은 관심을 받고 있으며, 특히 회계 교육 분 야에서는 이에 대한 수요가 높아지고 있고, 이러한 변화와 함께, 비대면 교육 서비스의 품질이 학습자들의 학습 경험에 미치는 영향을 이해하는 것이 중요하다. 본 연구는 회계 학습 환경에서의 비대면 교육 서비스 품질과 학습자들이 인지하는 용이성 및 유용성 간 의 관계를 탐구하고자 한다. 이에 비대면 교육서비스는 크게 두가지(실시간/비실시간)으로 분류할 수 있지만 아직까 지 국내 연구 중에서는 비대면 교육서비스를 비대면 실시간과 비대면 비실시간 교육서비 스로 나누어 비교한 연구는 이상수(2004)의 대면 학습 환경과 비대면 실시간 및 비실시 간 교육 환경과의 상호작용 패턴 분석 이후 거의 없는 상황이다. 본 논문은 비대면 교육 서비스에 대한 학생들의 수용 및 계속적인 이용에 영향을 미치는 품질 요인을 분석하는 것을 목표로 한다. 비대면 교육은 현대 교육 시스템에서 중요한 역할을 하고 있으며, 학 생들이 이를 어떻게 받아들이고 이용하는지 이해하는 것은 학습 환경을 개선하고 학습자 들의 만족도를 높이는 데에 필수적이다. 본 연구의 결과, 비대면 실시간 및 비실시간 교육서비스품질이 인지된 용이성과 인지된 유용성에 미치는 영향에 대한 차이를 알아보았다. 비대면 실시간 및 비실시간 교육서비스 품질 간의 경로계수를 비교한 결과, 부가적 서비스는 인지된 용이성 및 유용성에, 친절성 은 인지된 유용성에 미치는 영향과 접근용이성은 인지된 용이성에 미치는 영향이 비대면 실시간 교육서비스가 비실시간 교육서비스보다 높게 나왔다. 본 논문의 시사점은 비대면 교육 서비스의 품질과 학생들의 수용 및 이용에 영향을 미 치는 주요 요인을 분석하였다는 것으로, 비대면 교육 서비스의 효과적인 구현을 위해 어 떤 품질 요인들이 중요한지 학생들이 이러한 서비스를 어떻게 인식하며 받아들이는지를 밝히는 이 연구는 교육 분야에 중요한 기여를 할 것으로 기대된다.

In the modern educational environment, distance learning is gaining more attention, especially in the field of accounting education, and with this change, it is important to understand the impact of the quality of distance learning services on learners' learning experience. This study aims to explore the relationship between the quality of distance learning services and learners' perceived ease of use and usefulness in an accounting learning environment. Therefore, non-face-to-face educational services can be broadly categorized into two types (real-time/non-real-time), but so far, few studies in Korea have compared non-face-to-face educational services by dividing them into non-face-to-face real-time and non-face-to-face non-real-time educational services after Sang-soo, Lee(2004) had analyzed the interaction patterns between face-to-face learning environments and non-face-to-face real-time and non-real-time educational environments. This paper aims to analyze the quality factors that influence students' acceptance and continued use of non-face-to-face educational services. Non-face-to-face education plays an important role in the modern education system, and understanding how students accept and utilize it is essential to improving the learning environment and increasing learner satisfaction. The findings of this study examined the differences in the impact of service quality of virtual real-time and non-real-time education on perceived ease of use and perceived usefulness. Comparing the path coefficients between non-Face-to-Face and non-real-time educational service quality, we found that the effect of additional services on perceived ease and usefulness, the effect of friendliness on perceived usefulness, and the effect of accessibility on perceived ease were higher for non-Face-to-Face educational services than for non-real-time educational services. The implication of this paper is that it analyzed the main factors affecting the quality of non-face-to-face educational services and their acceptance and use by students. This study is expected to make an important contribution to the field of education by revealing which quality factors are important for the effective implementation of non-face-to-face educational services and how students perceive and accept these services.

본 연구는 2022년 4차 장애인삶패널조사를 활용한 이차 자료 분석으로, 시각장애인 79명과 청각/언어 장애인 117명을 대상으로 그들의 SNS 사용에 영향을 미치는 SNS 자기효능감 그리고 SNS 인지된 유용성 을 확인하고 그에 영향을 미치는 요인들을 파악하고자 하였다. 대상자의 SNS 자기 효능감 그리고 SNS 인지된 유용성을 종속변수로 그에 영향을 미치는 요인들을 파악하기 위하여 단계적 회귀분석(stepwise multiple regression)을 사용하였다. SNS 자기효능감에 영향을 미치는 요인은 장애수용(p<.012)과 우울 (p<.001)이었다. 장애 수용 점수가 높을수록, 우울하지 않은 경우 SNS 자기 효능감은 증가하였다. SNS 인지된 유용성에 영향을 미치는 요인은 장애발생원인(p<.043), 우울(p<.001), 자아존중감(p=.016), 그리고 가족건강성(p.=014)이었다. 후천적 장애, 우울한 경우, 자아존중감과 가족건강성이 낮을수록 SNS 인지된 유용성이 감소하였다. 본 연구에서 도출된 요소들을 중심으로 SNS 이용의 사각지대에 놓인 시각 및 청각/언어 장애인의 SNS 사용 어려움을 확인하고 이를 지원하기 위한 체계적이고 지속적인 노력이 필요하다.

This cross-sectional study analyzed factors affecting self-efficacy and perceived usefulness related to SNS in people with visual and hearing/language impairments. 79 subjects with visual impairment and 117 subjects with hearing/speech impairments of 4th Disability and Life Dynamic Panel were included in this study. Multiple linear regression was used to identify factors affecting SNS self-efficacy and SNS perceived usefulness. As the impairment acceptance score increased(p<.012) and no-depression(p<.001), SNS self-efficacy was significantly increased. Factors affecting SNS perceived usefulness were cause of disability(p<.043), depression(p<.001), self-esteem(p=.016), and family health(p=.014). In the case of acquired impairment and depression, the perceived usefulness was decreased. As self-esteem and family health increased, SNS perceived usefulness increased. SNS self-efficacy increased in the case of congenital impairment, in the absence of depression, and as self-esteem and family health increased. It is necessary to develop and apply various programs to improve the use of SNS by people with impairments.

Recently, flipped classrooms have received increasing research interest in various disciplines (Gaughan, 2014). Although researchers have identified major psychological factors affecting the quality of the flipped classroom, these factors have not been systematically or simultaneously examined. Drawing on the questionnaire data obtained from 39 university second-language learners of different achievement profiles, this study explores the relative effects of students’ accepted workload, preferred form of work (group vs. individual) and perceived usefulness of flipped classrooms on these learners’ perceptions and acceptance of a flipped classroom. Additionally, based on these university L2 learners’ questionnaire responses, we examined if achievement levels (high vs. low achievers) would modulate the effects of the aforementioned factors. The results showed that high achievers could accept 2 hours of preparatory work prior to class, but that low achievers could only accept 1 hour of work. Additionally, while high achievers prefer individual work, low achievers like to work in groups. Based on the findings of the study, pedagogical implications for the implementation of the flipped classroom for mixed-level students are discussed.

Online reviews have a significant influence on purchasing decisions. Online reviews typically comprise star ratings and text content, both of which consumers consider when evaluating a product to reduce uncertainty. Previous studies have primarily concentrated on the isolated effects of these factors, assuming a strong correlation between star ratings and text context. However, there is a lack of research on the effect of review inconsistency on consumer perceptions, in which the sentiment conveyed in the text differs from the assigned star rating. By arguing that review inconsistency may provide more nuanced insights for consumers and has the potential to be positive in certain situations, this study explored the impact of review inconsistency on the perceived usefulness of reviews. In particular, we investigate the impact of two different inconsistencies between star ratings and review text, namely, degree and direction inconsistencies, by examining the circumstances under which these inconsistencies may stimulate consumer curiosity and prompt more comprehensive information processing. The analysis of data from 41,258 reviews of 183 products on Amazon.com suggests that review inconsistency can be perceived positively depending on contextual factors such as product awareness and review negativity. This study provides novel insights into consumer information processing and review platform design.

본 연구는 속성이론을 적용하여 온라인 정보의 신뢰성이 제품을 평가하거나 판단하기 위해 온라인 정보를 사 용하는 사용자의 의도에 영향을 미치는 경우를 조사하였으며, 온라인 정보 신뢰성의 영향을 조사하기 위해 온 라인 정보 신뢰성의 주요 효과가 지각된 위험과 유용성의 인식에 의해 매개되는지 여부를 검사하였다. 총 287의 온라인 소비자들로부터 수집된 샘플에서 여러 항목 척도의 내적 일관성을 탐색하여 안정성을 조사 하였으며, 구조의 유효성을 위해 수렴 및 판별 타당성을 조사 하였다. 연구 모델을 테스트하기 위해 PLS 기법 이 사용되었으며, 응답 데이터 세트로부터 데이터를 분석 한 결과, (1) 지각된 신뢰성의 통제성과 안정성 모두 지각된 위험도 및 유용성을 인식하고 있다는 것을 알 수 있다 (2) 지각 된 위험뿐만 아니라 유용성 인식은 부 분적으로 신뢰성과 사용 의도의 두 소스 사이의 연결을 중재하고 있다. 본 연구 결과 ​​온라인 정보 신뢰성의 두 가지 차원인 통제성과 안정성은 정보를 받는 사람의 이용의도에 영향 을 미친다. 통제성 및 안정성에 대한 설명을 포함하는 온라인 정보는 소비자에게 제공된 제품 및 서비스에 대 한 위험을 인지하게 할 수 있다. 따라서 높은 안정성 및 통제성을 설명하는 온라인 정보는 제공하는 온라인 정 보 자체의 신뢰성을 향상시킬 뿐만 아니라 지각된 위험과 유용성을 통한 온라인 정보 활용의도를 증가시킬 수 있다.

Using the theory of attribution, this study investigates the determinants if controllability and explores underlying dimensions of online information credibility, and then investigates if the credibility of online information influences the users’ intention to use the online information for evaluating or judging the involved products. Moreover, as a research attempt to investigate the impacts of online information credibility, this study examines whether the main effect of perceived online information credibility on the intention of using online information to make a decision of purchase is mediated by both perceived risk and perceived usefulness. A total of 287 survey forms were collected from online consumers. We examined reliability by exploring internal consistency of the multiple item scales in the overall sample. Convergent and discriminant validity were also examined for evidence of construct validity. Then, PLS technique was employed to test the research model. As a result of analyzing data from a dataset of 287 responses via PLS technique, it is found that (1) both sources (controllability and stability) of perceived credibility are significantly associated with both perceived risk and perceived usefulness, and (2) perceived risk as well as perceived usefulness partially mediate the link between the two sources of credibility and intention to use. The findings of this study also suggest that the two dimensions of online information credibility influence information recipient’s intention to use. Moreover, the online information including descriptions about controllability and stability can trigger potential consumers to perceive risk about consumption of the informed products and services. Therefore, providing online information with highly described controllability and stability can increase not only the credibility of the online information itself, but also the intention to use the online information through perceived risk and usefulness.

The purpose of this study is to identify cognitive and emotional factors necessary for Generative AI services to continue to establish themselves in the lives of users beyond simple technical achievements. To this end, based on the value-based acceptance model (VAM), the effects of five service characteristics: personalization, interactivity, contextual cognition, information quality, and learning ease on perceived value and satisfaction through perceived utility and perceived sacrifice were empirically analyzed through a structural equation model. As a result of the analysis, personalization, information quality, and learning ease had a positive effect on perceived utility, but interaction performance and context were not significant. In addition, personalization was found to be a factor that increased perceived sacrifice, and both utility and sacrifice had a positive (+) effect on perceived value, confirming that sacrifice can be perceived as a 'worth investment' rather than a simple cost. Furthermore, perceived value was verified as a key variable that strongly mediates satisfaction. This study expands the technology acceptance model to present a balanced consideration of utility and sacrifice, and provides practical implications for designing customized functions and establishing rate policies for service diffusion.

이 연구에서는 전통적 쇼핑과 차별되는 텔레비전 홈쇼핑의 혁신적 속성에 대한 태도(지각된 유용성, 지각된 용이성, 지각된 위험)가 소비자의 시청만족도와 구매의도에 어떠한 영향을 결과하는지를 살펴보았다. 분석결과를 정리하면 다음과 같다. 첫째, 지각된 유용성은 지각된 유용성, 시청만족도, 구매의도에 정의 영향을 미치는 것으로 나타났다. 둘째, 홈쇼핑에 대한 지각된 유용성은 시청 만족도 및 구매 의도에 정의 영향을 미치는 것으로 나타났다. 셋째, TV 홈쇼핑의 지각된 위험은 시청 만족도에는 유의미한 부적 영향을 미치는 반면, 구매의도에는 유의미한 영향을 미치지 않는 것으로 나타났다. 시청 만족도는 구매의도에 유의미한 정의 영향을 미치는 것으로 나타났다. 이상의 결과를 통해 TV 홈쇼핑의 실무 적 차원에서는 지각된 용이성과 지각된 유용성에 대한 관리뿐만 아니라, 소비자들이 직접 경험하고 제품을 구매하는 것이 아니라는 차원에서 지각된 위험을 관리할 수 있는 적극적인 마케팅 활동이 고려되어야 한다는 사실을 알 수 있다.

This study examined what effects the attitude (i.e., perceived usefulness, perceived ease of use and perceived risk) on the innovative characteristics of television home shopping that is different from traditional shopping has on the consumers' satisfaction on viewing and their willingness to purchase. The results of the analysis can be summarized as follows: First of all, the perceived usefulness influences the definition of perceived usefulness, viewing satisfaction, and intention to purchase. Secondly, it is found that the perceived usefulness about TV home shopping has positive effect upon the satisfaction on viewing and intention to purchase. Third, the perceived risk of TV home shopping has statistically significant negative effect on the satisfaction on viewing whereas it does not have statistically significant effect on the intention to purchase. Lastly, the satisfaction on viewing has statistically significant positive effect on the intention to purchase. These findings all in all imply that more positive marketing activities should be considered in order to manage the perceived ease of use and perceived usefulness on the practical level of TV home shopping, and in order to manage the perceived risk considering the fact that consumers do not purchase product after direct experience with the product.

본 연구는 디지털 뉴스 알고리즘 플랫폼의 뉴스 신뢰도와 합의착각효과에 대해 이용 동기, 지각된 유용성, 지각된 위험성, 지각된 편향성 변인으로 영향 력을 분석하였다. 먼저 요인분석을 통해 관객으로서의 이용동기, 교감자로서 의 이용동기, 생산자로서의 이용동기를 제시하였다. 둘째, 디지털 뉴스 알고리 즘 플랫폼 이용동기로 나타난 관객으로서의 이용동기와 교감자로서의 이용동 기, 생산자로서의 이용동기 모두 뉴스 미디어 신뢰도에 영향을 미쳤다. 지각 된 유용성과 지각된 편향성이 뉴스 신뢰도에 영향을 미쳤으며 지각된 위험성 의 영향은 나타나지 않았다. 셋째, 디지털 뉴스 알고리즘 플랫폼 이용동기 중 교감자로서의 이용동기와 생산자로서의 이용동기가 합의착각효과에 영향을 미쳤다. 지각된 위험성과 지각된 편향성이 합의착각에 영향을 미쳤으며 지각 된 유용성의 합의착각 효과의 영향은 나타나지 않았다. 디지털 뉴스 알고리즘 플랫폼에서 이용동기는 뉴스 신뢰성과 합의착각의 중요한 변인이 되기 때문 에 개방형 플랫폼으로 다양한 이용동기를 촉진시킬 필요가 있으며 알고리즘 기술에 의한 편향이외에도 개인의 편향도 뉴스의 신뢰도와 합의착각에 중대 한 영향을 미치는 것으로 나타났다. 이에 알고리즘 리터러시를 증진시킬 필요 가 있다.

This study analyzed the news reliability and false consensus effects of digital news algorithm platforms by their influence with motivation, perceived usefulness, perceived risk, and perceived bias variables. The factors analysis first suggested the motive for use as an audience, as a communicator, and as a producer. Second, the motivation as an audience, as a communicator, and as a producer of the digital news algorithm platform all affected news media reliability. Perceived usefulness and perceptual bias have affected news reliability, and the impact of perceived risks has not been apparent. Third, the motivation as a communicator and a producer influenced public perception. Perceived risks and perceptual bias affected false consensus and no impact of perceived usefulness appeared. Since the motivation for using digital news algorithm platforms is an important variable for news reliability and false consensus, it is necessary to promote diverse motivations with open platforms. In addition to bias by algorithm technology, individual bias has a significant effect on news reliability and false consensus. Thus, it is necessary to increase algorithm literacy.

The purpose of this study was to investigate the perceived usefulness and risk of eWOM Information on delivery app Korean food menu on perceived value, trust and purchase intention. A total of 369 valid samples who had visited a Delivery App Korean within the last three months. The results of the study were as follows. First, the delivery app Korean menu types were categorized into soup, stew, hot pot, steamed food, bibimbap, ssambap, noodles, grilled, and alum. Second, perceived usefulness has a significant positive effect on perceived value, and risk does not have a significant negative effect on perceived value. Third, perceived value has a positive effect on trust. Fourth, trust had a positive effect on purchase intention. The practical implications of this study are as follows. First, Marketers of food service industry are needed for information management and operation also based on experience and a review focused blogs and bulletin board. Second, online food service industry need the management and operations of these two aspects. Third, based on these findings, implications were suggested as basic data for providing effective eWOM information to users of delivery apps.

이 연구는 노인들의 스마트폰의 사용시간과 활용역량에 따른 스마트폰을 활용한 비대면 운동중재에 관한 지각된 유용성, 지각된 용이성 및 수용의도의 차이를 알아보는데 그 목적을 두고 있다. 첫째, 노인의 스마트폰 사용시간과 관련하 여 지각된 용이성에서는 노인의 사용시간이 10분 미만인 집단과 30분~1시간인 집단, 10분~30분 집단과 1시간 이상 사용하는 집단 간에 통계적으로 유의미한 차이가 있는 것으로 나타났다. 지각된 유용성에서는 집단 간 차이가 통계적으로 유의미한 결과를 나타내지 않았다. 한편 수용의도에 대해서는 30분~1시간 사용하는 집단과 10분~30분 사용하는 집단 및 1시간 이상 사용하는 집단과 통계적으로 차이가 있는 것으로 나타났다. 둘째, 노인의 스마트폰 활용 역량과 관련하여, 지각된 용이성에서는 스마트폰 활용 역량이 높은 집단과 낮은 집단 간에 통계적으로 유의미한 차이가 있는 것으로 나타났다. 지각된 유용성에서는 통계적으로 유의미한 차이가 나타나지 않았다. 수용의도에 대해서는 스마트폰 활용 역량이 높은 집단과 낮은 집단간에 통계적으로 유의미한 차이가 있는 것으로 나타났 다. 노인의 스마트기기의 적응력 향상이 필요한 현 시점에서, 이 연구의 결과가 노인의 효과적인 비대면 운동기기 개발에 기여할 수 있기를 기대한다.

The purpose of this study was to investigate the differences in perceived usefulness, perceived ease, and acceptance intention of non-face-to-face exercise intervention using smartphones according to smartphone usage time and usage capacity of the elderly. First, regarding the the smartphone use time of the elderly, there were statistically significant differences between the group of using less than 10 minutes and 30 minutes to 1 hour and the group of 10 minutes to 30 minutes and more than 1 hour. Regarding the perceived usefulness, the difference between groups were not shown any statistically significant. On the other hand, regarding the acceptance intention, there was a statistical difference between the group of using 30 minutes to 1 hour and the group using 10 minutes to 30 minutes and the group of using more than 1 hour. Second, regarding the elderly's smartphone use capability, there was a statistically significant difference between the group of high smartphone usage ability and the group with low smartphone usage ability in perceived ease. There was no statistically significant difference in perceived usefulness. Regarding acceptance intention, there was a statistically significant difference between the group of high smartphone capability and the group of low smartphone capability. At this point of the smart device capability improvement of the elderly is required socially, this research is expected that contribute to the development of effective non-face-to-face exercise devices for the elderly.

최근 일본의 후쿠시마 사태와 원전운영기관의 폐쇄적인 정책 진행으로 인해 원자력의 안전과 운영기관에 대한 부정적 인식이 널리 퍼져있다. 본 연구의 목적은 원자력 발전의 사회적 수용성을 증진하고 한국수력원자력(주)의 부정적 이미지 개선하기 위함이다. 보다 자세하게는 위험인식, 효용인식, 투명성이 원전의 사회적 수용성에 미치는 영향을 파악하고자 하였으며, 한수원에 대한 신뢰성을 매개변수로 삼아 전체 모델로 만들고, 구조방정식을 활용해 실증하였다. 분석 결과, 위험인식, 효용인식과 신뢰성 간의 관계는 통계적으로 유의하지 않게 나타났지만, 사회적 수용성은 신뢰성이 확보되었을 때 증진되는 것으로 나타났다. 또한, 원자력 운영기관의 투명성 강화는 국민의 신뢰성을 증진시키고, 신뢰성은 매개변수로서 전반적으로 원자력의 수용성을 증진시키는 것으로 나타났다. 끝으로 이러한 결과를 중심으로 몇 가지 전략적 시사점도 도출하였다

The world is now paying attention to nuclear power as a key measure to solve the current issues, such as fossil fuel depletion and high oil prices, as well as greenhouse gas emissions followed by UN Framework Convention on Climate Change. Despite there is a growing need for nuclear power as national energy source, the current Fukushima plant crisis and a closed policy of nuclear plant operator have produced the negative perception that nuclear power is unsafe with potential radiation leaks from any of the nation’s nuclear power plants in Korea. This study aimed at promoting public acceptability of unclear power and diverting a negative image for Korea Hydro and Nuclear Power(KHNP) Company. After a critical review of literature on socio-economic impact of nuclear power, we proposed a new analytical model for the causal paths toward a public acceptability of unclear power. Perceived risk, perceived usefulness, transparency and trustworthiness were employed in the structural equating model as critical factors in determining public acceptability of nuclear power. Especially, trustworthiness was used as a mediating variable. First, perceived risk is expected as one of the key determinants as an increased awareness of the risk negatively affects public acceptability, and the other way around. Second, perceived (economic and social) usefulness is expected as one of the key determinants as local residents’ acceptances are influenced by their economic reliance on nuclear-related facilities. Third, transparency is also expected as one of the key boosting public acceptability of nuclear power as transparency and fairness over policy decisions are associated with policy acceptance. Fourth, the important issue underlying the debate over the acceptance of nuclear power is a low level of confidence; hence trustworthiness is used to estimate the mediating effect on a public acceptability of nuclear power. The results showed that perceived risk, perceived usefulness and trustworthiness had direct effects on public acceptability, while the acceptability was influenced by transparency via trustworthiness which acted as a mediator. The findings suggest some strategic implications. First, it requires an effort to reduce public risk perception of nuclear power. Since perceived risk for nuclear power is governed by technology and information reliability, it is crucial to develop various communication channels and trust-based networking. Second, it requires an effort to offset the subjective and hypothetical risk through enlarging economic and social benefits. Since the potential benefit caused by developing nuclear power facilities can offset the risk and positively affect the acceptability, government should develop the specific policy promoting economic and social benefits in conjunction with mid/long-term programs for community development. Third, the transparency of a nuclear power operator, KHNP, is a key factor influencing trustworthiness. To gain the people’s trust, KHNP should constantly offer transparent and ample information that nuclear plant is safety and stability in the process of construction and administration. Finally, institutional framework is needed to win public confidence. Public distrust and misgivings about nuclear power have been amplified due to the recent corruption scandal of KHNP, unavailability of public information about Fukushima nuclear accident and unilaterally push policies, and the like. These result in falling public confidence and trust. To recover social trust from the public, hence KHNP should draw people’s interest and participation beyond mere public relations through policy reform. In fact, the more sophisticated technology, like nuclear technology, the more openness and participation are needed to enhance public acceptability. In this sense, KHNP is requested to be more efficient and transparent system, offering reliable and ample information in the stages of decision-making and implementation.

본 연구는 이러닝 학습 경험이 있는 국내외 기업 종업원 390명을 대상으로 지각된 유용성, 사용용이성, 자기효능감 및 업무환경이 학습전이에 미치는 영향을 실증 분석하였다. 또한 각 요인의 학습전이에 대한직접효과와 더불어 자기효능감과 업무환경의 매개효과를 분석하였다. 분석결과 이러닝 학습자의 지각된 유용성과 사용용이성은 자기효능감에 유의미한 정(＋)의 영향을 보였으며, 상사 및 동료 지원과 조직 분위기에도 유의미한 정(＋)의 영향을 갖는 것으로 분석되었다. 자기효능감은 학습전이에 유의미한 정(＋)의 영향을 보였으며, 상사 및 동료 지원과 조직 분위기도 학습전이에 유의미한 정(＋)의 영향을 갖는 것으로 나타났다. 지각된 유용성 또한 학습전이에 유의미한 영향을 갖는 것으로 분석되었다. 하지만 지각된 사용용이성은 학습전이에 유의미한 영향을 미치지 않았다. 매개효과 분석결과 자기효능감과 업무환경은 각각 지각된 유용성, 지각된 사용용이성과 학습전이에 대해 모두 매개효과를 갖는 것으로 분석되었다. 본 연구에서 제시한 시사점은 첫째, 기업교육에서 보편화된 이러닝에 대해 기술수용 단계를 벗어나 수용 후 실질적인 학습전이 효과에 대한 영향요인을 반영한 새로운 연구 모형을 제시하였다. 기술수용모델에서 외부 특성요인에 대한 매개변수로 사용되는 지각된 유용성과 지각된 사용 용이성을 독립변수로, 외부특성요인으로 연구되었던 자기효능감과 조직 환경을 매개변수로 사용한 연구모형을 도출하였다. 둘째, 기술수용과 학습전이에 관한 연구는 단일국가를 대상으로 한 연구들이 대부분이다. 26개 국가의 표본을 대상으로 다양한 샘플을 사용하여 연구 모형을 검증함으로써 신뢰성을 높였다. 셋째, 기존의 연구에서 지각된유용성과, 사용용이성을 수용의향 및 학습전이의 주요 결정요인으로 고려하였다. 본 연구는 수용된 정보기술에 대해 학습자 및 환경 요인의 매개효과를 탐색하여 지각된 유용성, 사용용이성의 학습전이에 대한 경로를 강화하고 보완하였다. 본 연구에서 활용된 다양한 국가의 표본 분석을 기반으로 향후 국제비교연구도가능할 것으로 기대된다.

This research performed the empirical test for the effects of learning transfer on perceived usefulness, perceived ease of use, self-efficacy and work environment using 390 employees who have experienced e-learning in domestic and foreign companies. Analyzed the mediating effects of self-efficacy and work environment in addition to direct effect of each factor on learning transfer. The results showed that perceived usefulness and perceived ease-of-use of e-learning learner had a positive(＋) effect on self-efficacy and a positive influence on supervisor and peer support and organizational climate. Self-efficacy showed a positive effect on learning transfer, and supervisor support, peer support and organizational climate had a positive influence on learning transfer as well. Perceived usefulness also had a positive effect on learning transfer. However, perceived ease-of-use had no significant effect on learning transfer. As a result of the mediating effect analysis, self-efficacy and work environment were analyzed to have mediating effects between perceived usefulness, perceived ease of use, and learning transfer. The implications of this study are as follows. First, this study designed a new research model that reflects factors influencing the effect of learning transfer on acceptance of e-learning that is common in corporate education. It has derived a research model of perceived usefulness and perceived ease-of-use, which were used as mediating variables for external characteristics factors, as independent variables, using self-efficacy and work environment as mediating variables, which were studied as external factors. Second, most of the studies on technology acceptance model and learning transfer are conducted in a single country. The reliability was enhanced by testing the study models using different samples from 26 countries. Third, perceived usefulness and ease-of-use in existing studies have been considered as key determinants of acceptance intention and learning transfer. This study explored the mediating effects of learner and environmental factors on the accepted information technology and strengthened and supplemented the path of learning transfer of perceived usefulness and ease-of-use. In addition, based on the sample analysis of various countries used in this study, it is expected that future international comparative studies will be possible.

본 논문은 스마트폰특성 중심으로 기술수용 모형이 마케팅성과에 미치는 영향을 연구하였다. 연구결과 스마트폰의 유용성은구전의도 및 재구매의도에 영향을 미쳤고, 용이성은 구전의도에는 영향을 미쳤으나 재구매의도에는 영향을 미치지 않음을 확인하였다. 이는 언제 어디서나 즉시 접속되는 특성은 다시 스마트폰을 구매하는데는 영향을 없음을 알수 있었다.

A study on the influence of technology acceptance model to marketng performance and based on an expanded Characteristics of smart phone. the result of this study are fllows: 1) Perceived usefulness of smart phone are related to word-of-mouth intention and repurchase intention. 2) Social influence are related to word-of-mouth intention but repurchase intention are not related to repurchase intention.