Earticle

[목적] 본 연구는 골프 콘텐츠 특성이 수용의도에 미치는 영향을 분석하고, 그 과정에서 성과기대와 사회적 영향의 조절효과를 검증하는 것을 목적으로 하였다. [방법] 2024년 12월 1일부터 12월 30일까지 온라인 및 오프라인 설문조사를 실시하였으며, 총 550부의 유효 표본을 분석에 활용하였다. 자료 분석은 SPSS 25.0과 AMOS 25.0을 이용하여 탐색적 요인분석, 확인적 요인분석, 신뢰도 분석, 다중회귀분석 및 조절효과 분석을 수행하였다. [결과] 연구 결과, 골프콘텐츠의 신뢰성, 유용성, 동질성은 수용의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 신뢰성, 유용성, 동질성은 성과기대에 유의한 정(+)의 영향을 미쳤으며, 사회적 영향에 대해서는 동질성만이 유의한 정(+)의 영향을 미치는 것으로 확인되었다. 아울러 성과기대와 사회적 영향은 골프 콘텐츠 특성과 수용의도 간의 관계에서 부분적인 조절효과를 보였다. [결론] 본 연구는 통합기술수용이론(UTAUT)의 설명 범위를 확장하여, 골프 콘텐츠 수용이 인지적 기대와 사회적 맥락이 결합된 조절적 수용과정으로 이해될 필요가 있음을 제시하였다. 본 연구 결과는 골프 콘텐츠 기획 및 마케팅 전략 수립에 실무적 시사점을 제공한다.

[Purpose] The purpose of this study was to examine the effects of golf content characteristics on behavioral intention and to verify the moderating roles of performance expectancy and social influence in this relationship. [Methods] An online and offline survey was conducted from December 1 to December 30, 2024, and a total of 550 valid responses were used for analysis. Data were analyzed using SPSS 25.0 and AMOS 25.0 to perform exploratory factor analysis, confirmatory factor analysis, reliability analysis, multiple regression analysis, and moderating effect analysis. [Results] The findings indicated that the reliability, usefulness, and homogeneity of golf content had positive effects on behavioral intention. Reliability, usefulness, and homogeneity had positive effects on performance expectancy, whereas only homogeneity had a positive effect on social influence. Performance expectancy and social influence moderated the relationship between golf content characteristics and behavioral intention. [Conclusion] This study conceptualizes golf content acceptance as a moderated process shaped by the interaction between cognitive expectations and social context within the UTAUT framework. The findings provide implications for the planning and marketing strategies of golf content.

본 연구는 통합기술수용모델의 성과기대를 중심으로 라이프로깅 기반 골프 코칭 서비스의 이용의도에 영향을 미치는 요인을 분석하는 데 그 목적이 있으며, 구체적으로는 골프 코칭 서비스의 특성인 정보성, 맞춤성, 반응성, 편 리성, 상호작용성과 성과기대 및 이용의도와의 관계를 검증하였다. 연구 대상은 골프 코칭을 받아본 236명의 설문 자 료를 유효 분석 표본으로 사용하였다. 수집된 자료는 R(ver. 4.4.1)과 Smart PLS(ver 3.2) 프로그램을 이용하여 빈도 분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석 및 구조방정식 분석을 실시하여 연구결과를 도출하였다. 도출된 연구결과를 제시하면 다음과 같다. 정보성, 반응성, 편리성, 상호작용성은 성과기대에 긍정적인 영향을 미치는 것으로 나타났으며, 이들 중 정보성, 편리성, 상호작용성은 이용의도에도 유의한 영향을 미치는 것으로 확인되었다. 반면, 맞 춤성은 성과 기대와 이용 의도 모두에서 유의미한 영향을 미치지 않았다. 이러한 결과는 라이프로깅 기반 골프 코칭 서비스의 성공적인 도입을 위해서는 정보의 질과 신속한 대응, 접근성 향상에 중점을 두어야 함을 시사한다.

The purpose of this study is to analyze the factors influencing the intention to use lifelogging-based golf coaching services, focusing on the performance expectancy of the United Theory of Acceptance and Use of Technology(UTAUT) model. Specially the relationship between the characteristics of golf coaching services, such as informativity, personalization, responsiveness, convenience, and interaction, and performance expectancy and intention to use, were verified. The study conducted a survey targeting people with golf coaching experience and valid 232 data were analyzed by R(ver 4.4.1) and smart PLS(ver 3.2) program package As a empirical analysis, it was founded as follows. Informativity, responsiveness, convenience, and interaction were found to have a positive effect on performance expectancy, and among them, Informativity, respnsiveness, and interaction have a significant effect on intention to use. On the other hand, personalization did not have a significant effect on either performance expectancy and intention to use. These results suggest that in order to successfully introduce lifelogging-based golf coaching services, it is necessary to focus on improving information quality, speedly response, and accessibility.

Our society has long been talking about necessity for innovation. Since companies in particular need to carry out business innovation in their overall processes, they have attempted to apply many innovation factors on sites and become to pay more attention to their innovation. In order to achieve this goal, companies has applied various information technologies (IT) on sites as a means of innovation, and consequently IT have been greatly developed. It is natural for the field of IT to have faced another revolution which is called cloud computing, which is expected to result in innovative changes in software application via the Internet, data storing, the use of devices, and their operations. As a vehicle of innovation, cloud computing is expected to lead the changes and advancement of our society and the business world. Although many scholars have researched on a variety of topics regarding the innovation via IT, few studies have dealt with the issue of could computing as IT. Thus, the purpose of this paper is to set the variables of innovation attributes based on the previous articles as the characteristic variables and clarify how these variables affect ”Performance Expectancy” of companies and the intention of using cloud computing. The result from the analysis of data collected in this study is as follows. The study utilized a research model developed on the innovation diffusion theory to identify influences on the adaptation and spreading IT for cloud computing services. Second, this study summarized the characteristics of cloud computing services as a new concept that introduces innovation at its early stage of adaptation for companies. Third, a theoretical model is provided that relates to the future innovation by suggesting variables for innovation characteristics to adopt cloud computing services. Finally, this study identified the factors affecting expectation and the intention to use the cloud computing service for the companies that consider adopting the cloud computing service. As the parameter and dependent variable respectively, the study deploys the independent variables that are aligned with the characteristics of the cloud computing services based on the innovation diffusion model, and utilizes the expectation for performance and Intention to Use based on the UTAUT theory. Independent variables for the research model include Relative Advantage, Complexity, Compatibility, Cost Saving, Trialability, and Observability. In addition, 'Acceptance for Adaptation’ is applied as an adjustment variable to verify the influences on the expected performances from the cloud computing service. The validity of the research model was secured by performing factor analysis and reliability analysis. After confirmatory factor analysis is conducted using AMOS 7.0, the 20 hypotheses are verified through the analysis of the structural equation model, accepting 12 hypotheses among 20. For example, Relative Advantage turned out to have the positive effect both on Individual Performance and on Strategic Performance from the verification of hypothesis, while it showed meaningful correlation to affect Intention to Use directly. This indicates that many articles on the diffusion related Relative Advantage as the most important factor to predict the rate to accept innovation. From the viewpoint of the influence on Performance Expectancy among Compatibility and Cost Saving, Compatibility has the positive effect on both Individual Performance and on Strategic Performance, while it showed meaningful correlation with Intention to Use. However, the topic of the cloud computing service has become a strategic issue for adoption in companies, Cost Saving turns out to affect Individual Performance without a significant influence on Intention to Use. This indicates that companies expect practical performances such as time and cost saving and financial improvements through the adoption of the cloud computing service in the environment of the budget squeezing from the global economic crisis from 2008. Likewise, this positively affects the strategic performance in companies. In terms of effects, Trialability is proved to give no effects on Performance Expectancy. This indicates that the participants of the survey are willing to afford the risk from the high uncertainty caused by innovation, because they positively pursue information about new ideas as innovators and early adopter. In addition, they believe it is unnecessary to test the cloud computing service before the adoption, because there are various types of the cloud computing service. However, Observability positively affected both Individual Performance and Strategic Performance. It also showed meaningful correlation with Intention to Use. From the analysis of the direct effects on Intention to Use by innovative characteristics for the cloud computing service except the parameters, the innovative characteristics for the cloud computing service showed the positive influence on Relative Advantage, Compatibility and Observability while Complexity, Cost saving and the likelihood for the attempt did not affect Intention to Use. While the practical verification that was believed to be the most important factor on Performance Expectancy by characteristics for cloud computing service, Relative Advantage, Compatibility and Observability showed significant correlation with the various causes and effect analysis. Cost Saving showed a significant relation with Strategic Performance in companies, which indicates that the cost to build and operate IT is the burden of the management. Thus, the cloud computing service reflected the expectation as an alternative to reduce the investment and operational cost for IT infrastructure due to the recent economic crisis. The cloud computing service is not pervasive in the business world, but it is rapidly spreading all over the world, because of its inherited merits and benefits. Moreover, results of this research regarding the diffusion innovation are more or less different from those of the existing articles. This seems to be caused by the fact that the cloud computing service has a strong innovative factor that results in a new paradigm shift while most IT that are based on the theory of innovation diffusion are limited to companies and organizations. In addition, the participants in this study are believed to play an important role as innovators and early adapters to introduce the cloud computing service and to have competency to afford higher uncertainty for innovation. In conclusion, the introduction of the cloud computing service is a critical issue in the business world.

본 연구는 생성형 AI 수용요인이 교수자의 직업행복감에 미치는 영향과 자기효능감의 매개효과를 분석하는 데 목적이 있다. 이를 위해 성과기대, 노력기대, 사회적 영향, 촉진조건을 독립변수로, 자기효능감을 매개변수로 설정하여 구조방정식모형 분석을 실시하였다. 분석 결과, 성과기대, 노력기대, 사회적 영향, 촉진조건은 모두 자기효능감에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 자기효능감 역시 직업행복감에 유의한 정(+)의 영향을 미치는 것으로 확인되었다. 또한 노력기대와 촉진조건은 직업행복감에 직접적인 영향을 미쳤으나, 성과기대와 사회적 영향은 자기효능감을 통해 간접적으로 영향을 미치는 것으로 나타났다. 따라서 자기효능감은 생성형 AI 수용요인과 직업행복감 간의 관계를 설명하는 중요한 매개변수임이 확인되었다.

This study investigated the relationships among generative AI acceptance factors on faculty members' occupational happiness and the mediating role of self-efficacy. Drawing on the UTAUT model, performance expectancy, effort expectancy, social influence, and facilitating conditions were specified as independent variables, while self-efficacy was incorporated as a mediating variable in the structural equation model analysis. The results indicated that all generative AI acceptance factors had significant positive effects on self-efficacy, and self-efficacy also had a significant positive effect on occupational happiness. In addition, effort expectancy and facilitating conditions exerted direct effects occupational happiness, whereas performance expectancy and social influence influenced occupational happiness indirectly through self-efficacy. These findings suggest that self-efficacy serves as an important mediating variable in the relationship between generative AI acceptance factors and occupational happiness.

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.

본 연구는 통합기술수용이론(UTAUT)을 연구모형으로 설정하여 암호화폐 투자자의 지속적 투자의도에 미치는 세부 요인을 분석하였다. 블록체인 기술의 발전으로 태동한 암호화폐 시장은 미래 자본의 틀을 획기적으로 바꾸어 놓았다. 암호화폐가 통용되면서 암호화폐는 결제수단이자 투자수단이 되었다. 따라서 암호화폐에 대한 투 자자의 지속적 투자의도에 영향을 미치는 요인 분석을 통해 미래 암호화폐 시장 예측에 유용한 데이터 기반을 만 드는 기초 연구 또한 필요하다. 본 연구는 암호화폐 투자자의 지속적 투자의도에 영향을 미치는 요인을 검증하고, 각각의 설명 모형들 간의 영향력의 정도를 상호비교하기 위해 해당 변인들을 단계적으로 투입하여 총 3번의 다중 회귀분석을 통해 설명력을 중심으로 분석하였다. 분석 결과, 연령이 낮을수록, 촉진조건이 높을수록, 성과기대가 높을수록, 성별은 여자보다 남자일수록, 사회적 영향이 높을수록 암호화폐 투자자의 지속 투자의도가 높은 것으로 나타났다.

This study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine determinants of investors’ continued intention to invest in cryptocurrency. As cryptocurrency functions as both a payment and investment medium born of blockchain innovation, understanding sustained participation is increasingly important. We estimated three hierarchical multiple‑regression models, sequentially adding variables to compare incremental explanatory power and relative effects. Results show that younger age, stronger facilitating conditions, higher performance expectancy, and greater social influence are positively associated with continued investment intention. Gender differences emerged, with men reporting higher continuation intentions than women, ceteris paribus. The models explain a substantial share of variance in intention, underscoring UTAUT’s utility for emerging financial technologies. These findings offer implications for market forecasting and investor‑targeted strategy in crypto ecosystems.

Flipped learning has become a leading practice in higher educational institutions to combat pedagogical challenges of instructors. The present research extends the Unified Theory of Acceptance and Use of Technology framework with technology self-efficacy and openness-to-change to examine the determinants of flipped classroom based instructional model adoption by the academicians of higher educational institutions. With the help of 243 sample data, the current study’s structural model was tested using covariance-based structural equation modeling. Study model has shown that performance expectancy, effort expectancy, social influence, technical self-efficacy and openness to change predict the behavioral intention. Further behavioral intention and facilitating conditions predict the Use Behavior. Findings of the study led to derive a number of theoretical and practical implications.

본 연구의 큰 줄기는 조직적 요인과 개인적 요인이 빅데이터 활용에 미치는 영향을 연구해 보고자 하였다. 4차 산업혁명으로 경영 트렌드가 급격히 변해가는 시점에 다양한 시각에서 기업의 빅데이터 활용에 영향을 미치는 핵심요인을 살펴보고, 변수들간의 상호호혜적인 인과관계에 대해 파악하고자 하 였다. 이는 조직연구에서 매우 중요한 부분임에도 불구하고, 아직까지 조직적요인, 개인적요인, 빅데이 터 활용간에 관계에 관한 연구는 이루어지지 않아 중요한 의의를 갖는다. 이를 위해 UTAUT2 모델에 기반하여 연구모형의 설계 및 요인도출을 수행하였다. 본 연구를 통해 조직적 요인, 개인적요인과 빅데이터 활용간의 인과관계를 연구하고자 하는 다른 연 구들을 뒷받침할 수 있고, 빅데이터와 조직 내 성과 간의 관계를 연구할 수 있는 가능성을 제시했다는 점에서 시사점이 매우 크다 할 수 있겠다. 따라서, 이 연구는 정부 및 기업의 빅데이터 도입 및 활용 등 이론 연구에 유용한 자료로 활용될 수 있을 것이다. 이는, 실무적‧이론적 관점에서 경쟁우위강화를 위해 노력하는 기업들에게 효율적 방안을 찾는데 도움을 줄 것이라 기대한다.

This study examines the effects of organizational and individual factors on the use of big data. Specifically, we look at key factors affecting the corporate use of big data amidst the rapidly changing business trends with the advent of the 4th Revolution, and explore mutually beneficial causal relationships between variables. A research model was designed based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) model and the related factors derived. Two major implications of this study are: (i) it provides basic data for future research on the causal relationships between organizational and individual factors and the use of big data and (ii) it offers a possibility to study the relationship between big data and organizational performance. The results of this study can serve as useful data for theoretical research such as the introduction and use of big data in companies as well as the central and local governments. This will help companies strive to gain a competitive edge from both the practical and theoretical standpoints to find an efficient way.

코로나19로 인한 언택트 환경 속에서 모바일 간편결제가 확산하고 있다. 모바일 결제 시 본인 인증을 위해 다양한 수단이 사용되고 있으며, 최근 생체정보의 활용이 증대되고 있다. 본 연구에서는 생체정보 사용에 영향을 주는 여러 가지 요인과 사용의도에 대한 상관 분석을 하였다. 요인별 변수를 성과기대, 노력기대, 사회적 영향 및 보안성으로 구분하고, 사용의도와의 연관성 파악을 위해 통합기술수용이론을 기반으로 실증분석을 하였다. 이를 위해 변수들을 단계적으로 투입하는 단계적 회귀분석을 총 4회 실시하였다. 분석결과, 통합기술수용이론에서 제시된 성과기대, 노력기대, 사회적 영향, 보안성 등이 모두 사용의도에 긍정적인 영향을 미치고 있으며, 또한 노력기대와 보안성은 생체인증 경험여부에 따라 사용의도에 조절효과가 있는 것으로 제시되었다. 이 연구를 통해 생체정보의 효과적 활용과 기술 발전에 도움이 되기를 기대한다.

In the newly encountered economy caused by the Corona virus Disease-19, remote transaction becomes a new normal that disrupt traditional economic order. In the middle of the disruption, mobile tech is placed and remote finance on mobile is highly noticed and considered as an infra-tech to support the new ecology, In mobile finance. remote payment is becoming the most common service and personal identification on it is critical to operate the new service. There are various means of remotely identifying a person. Recently the use of biometric information is increasing. In this study, a correlation analysis was conducted on factors that effects to biometrics usage and the intention to use in remote personal identification. Variables for critical factor in the remote identification were classified into 4 groups such as Performance expectancy, Effort expectancy, Social influence, and Security. The empirical analysis based on the Unified Theory of Acceptance and Use of Technology (UTAUT) was conducted. The relationship between variables and the intention to use is also analyzed. In the study, stepwise regression analysis was conducted four times in which variables were adjusted in individual stage. As a result, the analysis suggests that performance expectancy, effort expectancy, social influence, security have positive effects for intention to use. Additionally, effort expectancy and security have moderating effects to intention to use depends on biometric authentication experience. The analysis has shown positive effect of variables grouped on the intention to use them. It also suggests that the intention to use biometric authentication will quickly grow. This study is expected to make a contribution to utilize and improve the use of biometric information in mobile payment.

This study analyzed the factors influencing the technology acceptance of the general public in the drones and ARs, one of the key technologies of the industry 4.0. The theoretical basis was the extended unified theory of acceptance and use of technology model(UTAUT2), which uses performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation as factors common to both services. The price value factor was excluded considering that most ARs were free, and the perceived risk factors, including privacy, which were not in UTAUT2, were included because they are important factors for ICT technology acceptance. The hypothesis was tested by structure equation model. Social influence and hedonic motivation had a positive(+) effect on intention to use technology. On the other hand, in the case of effort expectancy, neither the AR nor the drone had a significant influence on intention to use technology. Furthermore, performance expectancy had a positive(+) effect on intention to use in AR, but no significant influence was found out in drones. On the contrary, in the case of the facilitating conditions, the influence of the drones was positive (+), but the relation of AR was not investigated. The perceived risk was tested for the negative (-) influence of use intention of AR, but no significant relationship was found out for the drones. Among the significant influencing factors, hedonic motivation was the most powerful factor in AR and drones. Theoretical and practical implications are presented based on these results.

가상현실 (Virtual Reality) 기술은 특정 환경 또는 상황을 컴퓨터로 구현하여, 사용자가 실제적으로 주변 환경과 상호작용하는 것처럼 느낄 수 있게 도움을 주는 기술로 정의할 수 있다. 본 연구에서는 가상현실 기술을 제조 공정에 적용함에 있어, 기술직군의 기술 수용에 영향을 미치는 요인들에 대하여 실증적 연구를 진행하였다. 기술 수용 모형 (Technology Acceptance Model)을 이론적 틀로 활용하여, 성과 기대, 촉진 조건, 주관적 규범, 개인의 혁신 성향 4가지의 외생 변수에 대한 상관관계를 검증하였다. 연구 결과, 개인의 혁신 성향과 주관적 규범은 인지된 용이성에 정(+) 의 영향을, 촉진 조건과 성과 기대는 인지된 유용성에 정(+) 의 영향을 미치고 있음을 알 수 있었다. 특히, 성과 기대는 주관적 규범에 정(+) 의 영향을 미치고 있음을 확인하였다.

Nowadays, social network service has become quite popular. Millions of people are spending hours on it every day. Marketers start to pay attention to it and regard it as a marketing tool. We are not surprised to see advertisement on Facebook or Twitter, and there also some companies doing affiliating marketing with these SNS. Since using SNS as a marketing tool is relatively low cost, it is a good marketing tool especially for those e-tailers. However, it is still not quite clear how e-tailers can use it to enhance people’s intention to purchase. Previous studies on SNS are mainly about what factors attract people to use SNS and based on Technology Acceptance model. This study is mainly built on the Unified Theory of Acceptance and Use of Technology (UTAUT), analyzing how performance expectancy, perceived trust, social influence, and interactivity influence people’s intention to visit the e-tailer’s website through SNS and their intention to purchase. A comparative study is conduct both in South Korea and China since SNS widely used as well as online shopping environment in these two countries are quite different.

오늘날 기업은 급변하는 경영환경의 변화 속에 생존을 위해 끊임없는 변신과 혁신을 추구한다. 그 일환으로, 클라우드 컴퓨팅 서비스의 도입이 사회 전반에 걸쳐 활발하게 진행 중인데, 혁신의 주체로서 기업과 공공부문에 많은 변화와 발전을 유발할 것으로 기대된다. 이미 글로벌 선진국들은 공공 부문뿐만 아니라 많은 기업들이 클라우드 컴퓨팅 서비스를 접목하는 등 적극적으로 활용하고 있다. 이처럼, 클라우드 컴퓨팅 서비스의 중요함을 고려해 볼 때, 그 확산을 위한 연구는 매우 시급하고 중요하다. 로저스에 의하면, 확산이란 하나의 혁신이 시간을 두고 사회체계의 구성원 사이에서 특정 채널을 통해 커뮤니케이션이 되는 과정이다. 혁신을 수용하려는 성향이 혁신성향이고, 이러한 혁신성향은 혁신확산과 관련된 연구 및 새로운 기술이나 아이디어를 확산시키려는 기업에 있어 매우 중요한 가치를 가지게 된다. 본 연구의 목적은 혁신확산이론을 기반으로 클라우드 컴퓨팅 서비스의 특성이 혁신성향에 따라 인지된 기대성과에 미치는 영향요인을 실증 분석하는 것이다. 본 연구 결과는 향후 빅데이타, 디지털 융합, 사물인터넷 등과 같은 신기술의 확산을 위한 모형개발에 크게 기여할 것으로 기대된다.

Today, firms are constantly transforming and innovating to survive under the rapidly changing business environment. The introduction of cloud computing services has become popular throughout society as a whole and is expected to result in many changes and developments not only in firms and but also in the public sector subject to innovation. The purpose of this study is to investigate the effect of the characteristics of cloud computing services on the perceived expected performance according to innovativeness based on innovation diffusion theory. The results of the analysis of the data collected from this research are as follows. The convenience and understanding of individuals’ work as well as the benefits of cloud computing services to them depend on the innovative trend of cloud computing services. Further, the expectations for personal benefit and those for organizational benefit of cloud computing services are different from each other. Leading firms in the global market have been actively engaged in the utilization of cloud computing services in the public sector as well as in private firms. In consideration of the importance of cloud computing services, using cloud computing services as the target of innovation diffusion research is important. The results of the study are expected to contribute to developing future research models for the diffusion of new technologies, such as big data, digital convergence, and Internet of Things.

IT분야는 또 하나의 새로운 혁명을 맞이하고 있다. ‘클라우드 컴퓨팅(Cloud Computing) 이라고 불리는 이 혁명은, 인터넷을 통한 소프트웨어 어플리케이션과 데이터 저장 공간 그리고 처리 장치의 이용 및 이들의 운용에 있어 획기적인 변화를 몰고 올 것으로 예상하고 있는데, 이처럼 클라우드 컴퓨팅은 혁신의 주체로서 오늘날 기업과 우리 사회에 많은 변화와 발전을 이끌 것으로 예상된다. 최근 2~3년 동안 클라우드 컴퓨팅은 우리시대의 대표적인 아이콘이 되었으며, 2010년과 2011년 모두 Gartner의 10대 IT 기술 중 1위로 선정될 만큼 IT 산업 및 관련 언론 등에서는 이와 관련한 기술 및 동향이 연일 회자되고 있다. 또한 이처럼 각광받고 있는 클라우드 컴퓨팅은 IT산업의 새로운 성장동력 분야로서, 인터넷 기술과 관련 산업의 급속한 발전으로 인해 시간과 공간의 제약이 없는 사회를 구현할 수 있는 차세대 IT분야의 핵심기술이 되었다. 본 연구는 클라우드 컴퓨팅 서비스의 특성변수를 혁신확산관점에서 접근하였으며, 이러한 특성들이 기업의 인지된 기대성과, 그리고 사용의도에 이르는 다양한 속성들을 통합적인 관점에서 검토하였다. 먼저, 기업의 인지된 기대성과에 영향을 미치는 클라우드 컴퓨팅 서비스의 특성변수들을 혁신확산이론을 기반으로 총체적인 차원에서 살펴보고, 매개변수인 인지된 기대성과를 개인성과와 전략적성과로 나누어 사용의도에 미치는 영향 요인을 분석하였다. 기대성과와 사용의도는 정보기술의 수용의도에 영향을 미치는 여러 중요한 요인들을 파악하고, 기술수용을 통합된 관점에서 접근하는 UTAUT (Unified Theory of Acceptance and Use of Technology) 모형에서 착안하여 연구모델을 개발하였다. 분석결과, 14개의 가설 중 9개의 가설이 채택되었다. 상대적이점과 적합성, 관찰가능성이 개인성과에 영향을 미치는 것으로 나타났다. 또한 전략적성과에 영향을 미치는 요인으로 상대적이점, 복잡성, 적합성, 비용절감, 관찰가능성이 채택되었다. 또한 인지된 기대성과가 사용의도에 미치는 영향에 관한 가설에서는 개인성과와 전략적성과 모두 영향을 미치는 것으로 나타났다. 본 연구에서 나타난 결과들은 기존의 혁신확산과 관련한 연구들과는 다소 차이가 있는 결과이다. 본 연구에서 설정한 가설에서 기각된 대표적인 요소인 복잡성과 시도 가능성의 경우 새로운 정보기술의 도입에 있어 개혁적인 성향으로 인해 복잡성여부와는 별로 상관없이 클라우드 컴퓨팅 서비스를 선택하며, 데모버전이나 시험서비스 없이도 서비스를 이용한다는 의미를 내포하는 것으로 해석하였다. 클라우드 컴퓨팅 서비스의 도입이 기업의 전략적인 결정이 필요할 정도의 중요한 이슈이므로, 도입을 위한 철저한 준비과정을 거쳐 진행이 되어야 한다.

The purpose of this study is to examine the structural relationship among self-efficacy, social influence, effort expectancy, performance expectancy, and behavioral intention of mobile learning, which is based on the extended technology acceptance model. We performed a study to determine the impacts that social influence, performance expectancy, and effort expectancy have on behavioral intention of mobile learning through self-efficacy. Appropriate measures were developed and tested on 226 university students of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The path relationship of the research model was analyzed by structural equation modeling (SEM) using AMOS 18.0. The results revealed that firstly, self-efficacy has positive effects on performance expectancy, social influence, and effort expectancy. Second, social influence has positive effects on performance expectancy, behavioral intention, and effort expectancy. Third, effort expectancy has positive effects on performance expectancy and behavioral intention. Fourth, performance expectancy has a positive effect on behavioral intention. Managers of mobile learning should focus on self-efficacy to enhance behavioral intention.

The purpose of this paper is to verify the effects of innovativeness, effort expectancy, performance expectancy, social influence, facilitating conditions, and perceived enjoyment on intention to use, carrying out a survey targeting intra-organizational potential users of N-Screen service. The model was based on UTAUT and tried to analyze in depth about factors affecting user acceptance. For this purpose, 140 questionnaires has been distributed and 128 responses were used. In order to verify validity, we carried out exploratory factor analysis and found that 7 factors including a dependent variable was extracted. In order to analyze individual differences, we conducted t-test and variance analysis. We also used correlation analysis to identify relations between variables. This paper used AMOS 18.0 to verify suitability of the model. The result shows that the index of structure model is within the range of acceptance. Conducting multi-variate regression analysis, path analysis, and structure equating model analysis in order to test hypothesis, we get the same results. Results showed that among UTAUT variables, performance expectancy and social influence affected intention to use of N-Screen service, but effort expectancy and facilitating conditions showed no effect. This implies that it is more likely to use the N-Screen service when expectation of performance improvement including work improvement and pressure from surrounding conditions or people exist, rather than when convenience of use and compatibility exist. Also, it indicates that variables related characteristics of N-screen service including innovativeness and perceived enjoyment affect intention to use; this suggests that for the new service, when there exist individual innovativeness and enjoyment of use, people have a lot of possibilities to use N-Screen service.

최근 소상공인의 폐업률이 증가하고 있으며, 2024년 기준 자영업자 대출 연체율은 1.52%, 취약차주의 연체율은 10.21%에 달한다. 동일 업종 재창업 비율도 20%를 넘어서며, 이들은 구조적 으로 불안정한 경영환경에 노출되어 있다. 본 연구는 이러한 배경 속에서 재창업을 희망하는 소 상공인을 대상으로 보상지향성이 경영혁신행동과 기대성과(재무적·비재무적)에 미치는 영향을 분 석하고, 경영환경 불확실성이 이 관계에서 조절효과를 가지는지를 실증적으로 검토하였다. 분석결과, 내재적 및 외재적 보상지향성 모두 경영혁신행동에 긍정적 영향을 미쳤으며, 경영혁 신행동은 재무적 및 비재무적 성과 모두에 유의미한 영향을 주는 것으로 나타났다. 또한, 경영환 경 불확실성은 경영혁신행동과 재무적 성과 간 관계에 조절효과를 보였지만, 비재무적 성과와의 관계에서는 유의하지 않았다. 이러한 결과는 소상공인의 보상지향성이 높을수록 혁신활동이 촉진되며, 안정적 환경에서 그 효과가 더욱 극대화됨을 시사한다. 본 연구는 정책적 지원의 방향성과 소상공인의 지속 가능한 성장을 위한 전략적 근거를 제공한다.

Korea has recently seen a sharp rise in small business closures, signaling structural instability in the entrepreneurial environment. In 2024, the delinquency rate on self-employment loans reached 1.52%, rising to 10.21% among financially vulnerable borrowers. Over 20% of closed businesses reopen within the same industry, indicating a recurring and precarious cycle of re-entrepreneurship. Against this backdrop, this study empirically examines how intrinsic and extrinsic reward orientations affect innovation behavior and performance expectancy—both financial and non-financial—among small business owners attempting re-entry. It also tests whether environmental uncertainty moderates the relationship between innovation behavior and performance expectancy. Results show that both intrinsic and extrinsic reward orientations significantly and positively influence innovation behavior, which in turn increases expectations of financial and non-financial performance. Environmental uncertainty significantly moderates the relationship between innovation behavior and financial performance expectancy, but not non-financial performance expectancy. These findings suggest that stronger reward orientations foster innovative efforts among re-entrepreneurs, and that innovation translates into financial gains more effectively under stable conditions. The study contributes by highlighting the combined roles of motivational and contextual factors in entrepreneurial renewal and emphasizes the need for policy measures that reduce environmental uncertainty to support sustainable small business growth.

Purpose: This paper proposed performance expectancy, faculty-student interaction, faculty performance, and course evaluation as predictors of student satisfaction towards online courses, and attempted to examine the role of perceived performance of faculty, course content and faculty-student interaction in the relationship between performance expectancy and student satisfaction. Methods: The survey questionnaires were distributed online to the students currently studying and graduated from Korean universities, who have taken university online courses in Korea. Conclusion: Our results confirmed that performance expectancy, faculty-student interaction, faculty performance, and course evaluation positively affect student satisfaction. As faculty performance has a stronger impact on student satisfaction through faculty-student interaction and course evaluation, and performance expectancy also has a strong and direct impact on student satisfaction, our study provided an evidence that performance expectancy and faculty performance are important predictors of student satisfaction in online learning courses.

이 연구는 보상유형별 성과제고 효과를 분석하고 있다. 기존의 연구들은 성과급제도 등 외재적 보상의 효과성을 저해하는 요인들을 분석하고 있으나 성과급 등 외재적 유인이 공무원들에게 적절한 동기부여기제인가에 대한 논의는 부족한 실정이다. 본 연구에서는 외적보상에 대한 기대, 내적보상에 대한 기대 그리고 PSM(Public Service Motivation)이 성과에 미치는 영향을 비교 분석하여, 성과에 영향을 미치는 효과적인 동기요인이 무엇인지를 분석하고자 하였다. 중앙부처 공무원들을 대상으로 한 설문자료를 분석한 결과, 성과급과 같은 금전적이고 외재적인 보상에 대한 기대보다는 조직이나 타인으로부터의 인정 그리고 업무를 통한 성취감 등 내재적인 보상에 대한 기대를 중요하게 생각하고 있는 것으로 나타났다. 이러한 다양한 보상 유형들이 성과에 미치는 영향을 다중회귀분석을 통해 분석한 결과, PSM과 내적보상에 대한 기대가 성과에 유의미한 영향을 미치고 있는 것으로 나타났다. 공무원들에게 있어서 성과급과 같은 외적보상보다는 자아실현을 위한 내적보상에 대한 기대와 공익에 헌신하며, 국민을 위해 봉사하는 PSM이 성과에 영향을 미치는 주요한 영향요인임을 알 수 있었다. 이러한 분석결과는 공무원들에게 물질적 보상을 강조하는 인사관리기법의 성과제고효과는 제한적일 수 있으며 공무원들의 동기특성에 맞는 인사관리정책과 기법의 개발이 필요하다는 것을 의미한다. [주제어: 공무원 동기부여, PSM, 성과]

The Determinants of the Performance: Expectancy of Rewards and Public Service Motivation -------------Geunjoo Lee Performance based pay has received increased attention because it is considered an effective tool to improve the performance of public employees. The logic is that public employees respond to the extrinsic rewards such as performance based pay and work harder when they believe that the higher performance would result in a higher level of extrinsic reward. This paper analyzes the effects of the expectancy for intrinsic and extrinsic rewards, and Pubic Service Motivation (PSM) on the performance level. A sample of 307 public employees in central government is used for regression analysis. Results of the analysis show that public employees tend to prefer intrinsic rewards to extrinsic rewards. Intrinsic rewards have positive and statistically significant effects on performance while the expectancy for extrinsic rewards does not. In addition, public personnel with high level of PSM tend to perform better. Results of analysis support the need for intrinsic rewards in order to improve the performance of public employees.