Earticle

Currently, many companies are interested in (Radio Frequency Identification (RFID). Nonetheless, technical imperfection and the uncertainty of Return on Investment (ROI) is discouraging the companies’ intention to implement RFID. Accordingly, while a number of companies concede the efficiency of RFID, few of them expresses enthusiasm, making a rain check to adopt RFID. Moreover, the recent economic depression has down-sized the companies’ investment on Information Technology (IT), subsequently hindering RFID implementation. In adopting RFID, the collaboration of supply chain is the most importance factor. Therefore, in implementing RFID, many companies reinforced collaboration of supply chain. Therefore, this study will focus on performing an analysis on several factors which influence the intention to adoption of RFID, such as the human factor, technology factor, vender factor and task factor. The results of this study will provide useful guidelines for RFID adoption strategy to Korean companies.

This study proposes a web presence readiness model based on pre-payment service functions and a post-payment service function both of which embrace the major concerns of customers in the online purchasing context. Based on the concept of customer utility from the product itself and instrumental utility, the research model suggests four antecedents including, Perceived Economic Benefits, Product Search Support Quality, e-Shopping Method Diversity, and Post- Payment Support Quality. We empirically examined a proposed research model using data collected from online rating company websites. Among the four antecedents, post payment support quality is found to be the most influential determinant of customer evaluation on e- commerce websites. Based on the empirical results, the current study proposes an alternate model of web presence readiness. The findings of this study may provide an insight to field practitioners designing commercial websites. The implications and future research directions are further discussed.

새로운 정보기술이 등장할 때마다 연구자와 실무자는 이 기술을 어떻게 보급할 것인가에 대해서 탐구하고 있다. e-커머스 분야에서 소셜 커머스는 최근에 나타나 현상으로, 소셜 커머스 현상을 이해하려는 많은 연구가 다양 한 연구모형을 제시하고 있다. 이 연구는 기술준비도(TR), 기술수용모형(TAM), 계획된 행동 이론(TPB)를 통합한 연 구모형을 제시하였다. PLS 경로모형분석을 통한 분석결과, TPB의 주관적 규범-의도 경로를 제외한 모든 가설적 경 로가 유의한 것으로 밝혀졌다. 이러한 결과는 소셜 커머스 뿐만 아니라 새로운 정보기술의 수용을 이해하는데 통합 모형이 유용하다는 사실을 말해준다. 마지막으로 이 연구는 미래 연구를 위한 함의와 제안을 제시하였다.

When new information communication technologies(ICTs) have appeared, researchers and praticitioners have explored how to spread the technologies. In e-commerce, social commerce has been introduced recently and attempts to understand social commerce have proposed diverse research models. This study proposed a hypothetical model which integrates technology readiness(TR), technology acceptance model(TAM), and theory of planned behavior(TPB). Through PLS path modeling, we found that every hypothesis except social norm-intention path alone proved significant. This result means that integrated model is useful to understand the adoption of new ICTs including social commerce. Finally, based on the findings, suggestions for future research were discussed.

Objectives: This study is aimed at describing the needs, readiness for implementation of, and perceived strategies to deliver Occupation-Based Practice (OBP) using the Model of Human Occupation (MOHO). Methods: We invited a systemic random sample of 1,100 practitioners to complete an online survey for 3 weeks. The invitation reached 468 email addresses, and 121 recipients consented, giving a response rate of 25.9%. However, we only included respondents who met the inclusion criteria (n = 111) for the analysis. Findings: Participating practitioners reported high consensus regarding the necessity of OBP, indicating habituation and motor skills areas among the six theory-based areas as the most challenging for clients, yet support for OBP readiness was found to be insufficient. Correlation analysis revealed that time spent at the graduate level was associated with perceived usefulness (r = .659); perceived usefulness in the graduate program on MOHO was largely associated with desire to use MOHO (r = .857), and the adoption level of MOHO was modestly associated only with the desire to use MOHO (r = .285). We identified prioritized strategies, including translation of assessments and tailored professional development components. Conclusion: Practitioners consented on the necessity of OBP sharing empirical needs seen among clients and commented with strategies to support implementation of OBP. Such findings inform the next step in developing the culture of the OBP practice environment in Korea.

As recently mobile Internet has spread with the expansion of diffusion of mobile communication, the interest in mobile Internet service has been increased and thus since a few years ago studies related to mobile Internet service have started. This study intends to widen the understanding through an academic consideration about Technology Readiness Index (TRI) theories that are the core of this study. And this study intends to explain the influence factor of use of the technology, mobile Internet, on the basis of the concept of Technology Readiness and Acceptance Model (TRAM). In particular, this study intends to clarify the understanding about Technology Readiness (TR) and technology acceptance by dividing the four dimensions of TRI that were considered as the problems of TRAM, that is, optimism, innovativeness, discomfort and insecurity largely into the positive TR (optimism and innovativeness) and the negative TR (discomfort and insecurity). Finally, this study intends to add the hedonic motive among the behavior motives of human beings that were passed over in Technology Acceptance Model (TAM) as a perceived enjoyment variable and to thereby inspect the influence relationship. And more, this study intends to review the difference between countries through the inspection of TRAM on the basis of the characteristics of mobile Internet users in Korea and China and to thereby more clearly explain the influence of technology acceptance following the TR of individuals academically. In addition, this study intends to provide a suggestion to practical aspect of enterprises in relation to the advance and spread of new technologies into the Chinese market.

본 연구는 배달앱을 이용한 경험이 있는 내국인 성인을 대상으로 기술준비수용모델을 적용하여 기술 준비도의 하위요인이 지각된 용이성과 지각된 유용성 및 수용의도에 미치는 영향관계를 분석하였다. 설문기간은 2025년 03월 01일부터 03월 20일까지 온라인 구글 설문지를 이용하였고 총 300부의 설문지를 회수하여 최종 280부를 분석에 활용하였다. SPSS 30.0 통계프로그램을 이용하여 인구통계분석, 빈도분 석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 기술 통계분석, 회귀분석을 활용하였다. 분석결과는 다음과 같다. 첫째, 낙관성과 혁신성 은 지각된 용이성에 유의한 정(+)의 영향관계를 나타냈다. 둘째, 낙관성과 혁신성은 지각된 유용성에 정(+)의 영향관계를 나타냈다. 셋째, 불편함과 불안함은 지각된 용이성에 유의한 부(-)의 영향관계를 나타냈다. 넷째, 불편함은 지각된 유용성에 부(-)의 영향관계를 나타냈고 불안함은 지각된 유용성에 부(-)의 영향관계를 나타내지 않았다. 다섯째, 지각된 용이성은 지각된 유용성과 수용의도에 정(+)의 영향관계를 나타냈다. 여섯째, 지각된 유용성은 수용의도에 정(+)의 영향관계를 나타냈다. 연구결과를 바탕으로 시사점과 한계점 및 향후 연구방향을 제시하였다.

This study analyzed the effect of the sub-factors of technology readiness on perceived ease of use, perceived usefulness, and acceptance intention by applying the technology readiness acceptance model to domestic adults who have experience using delivery apps. The survey period was from March 1 to March 20, 2025, using an online Google questionnaire. A total of 300 questionnaires were collected and 280 were used for analysis. The SPSS 30.0 statistical program was used to perform demographic analysis, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, descriptive statistics analysis, and regression analysis. The results of the analysis are as follows. First, optimism and innovativeness had a significant positive (+) effect on perceived ease of use. Second, optimism and innovativeness had a positive (+) effect on perceived usefulness. Third, discomfort and insecurity had a significant negative (-) effect on perceived ease of use. Fourth, discomfort had a negative (-) effect on perceived usefulness, and insecurity did not had a negative (-) effect on perceived usefulness. Fifth, perceived ease of use had a positive (+) effect on perceived usefulness and adoption intention. Sixth, perceived usefulness had a positive (+) effect on adoption intention. Based on the research results, implications, limitations, and future research directions were presented.

디지털 환경이 모바일 중심으로 전환됨에 따라 시민의 공공서비스 접근성 향상을 위해 중앙부처, 지방자치단체, 공공기관 등을 중심으로 공공앱이 개발․확산되고 있으며, 정부의 디지털플랫폼정부 구현 추진에 따라 디지털 기반의 다양한 정부서비스가 새롭게 제공될 것으로 예상된다. 본 연구는 사용자의 개인적 특성과 기술적 특성을 포괄하는 기술준비수용모델을 활용하여 사용자의 개인별 특성과 기술수용 양상이 공공앱 사용의도와 어떤 관계를 가지는지 검증하였으며, 공공성(Publicness)의 조작적 정의를 제시하고 공공앱의 유용성과 사용의도에 어떤 영향을 미치는지 실증분석을 통해 확인하였다. 연구 결과, 기술준비도의 낙관성, 혁신성(활성요인)은 유용성과 이용 용이성에 정(+)의 유의한 영향을 미치는 것으로 나타났으며, 기술준비도의 불안감은 유용성과 이용 용이성에, 불편함(저해요인)은 이용 용이성에 유의한 영향을 가지지 않는 것으로 나타났다. 다만, 불편함은 이용 용이성에 부(-)의 유의한 영향을 가졌다. 유용성과 이용 용이성은 사용의도에 정(+)의 유의한 영향을 미치는 것으로 나타났으며, 공공성은 유용성과 사용의도에 대해 정(+)의 유의한 영향을 가지는 것으로 나타났다. 본 연구 결과는 디지털플랫폼정부 등 모바일 기반의 공공서비스가 확산되고 있는 상황에서 사용자의 수용의도에 대한 이론적, 실무적 제언과 시사점을 제공한다.

The rapid increase in smartphone ownership underscores the importance of service delivery in the mobile environment. Accordingly, the public sector is allocating budget and effort towards providing services through mobile applications. While some have recorded high download numbers, contributing to the proliferation of public services, issues such as low user engagement and budgetary concerns have simultaneously been raised. This study aims to analyze factors influencing the intention to use public apps with the theoretical foundation of the Technology Readiness Acceptance Model (TRAM) to enhance users' acceptance of public apps. Previous research has primarily focused on system characteristics, but this study constructs the model with a significant consideration for user characteristics. Additionally, through a comprehensive examination of publicness, which has been lacking in existing research, the study integrates this aspect into the model. Ultimately, this research provides insights into the factors influencing users' intention to use public apps and suggests approaches to enhance usage intention for the successful implementation of a Digital Platform Government.

Previous studies have been conducted only on users and experienced users, which seems to be similar to the 'survivorship bias' of World War II. Consumers who are accustomed to experiencing and using new technologies are now using almost all of these application services. Perhaps the biggest choice for such consumers is the price factor. That is why it is time for us to turn our eyes to non-users, or potential consumers, who are unfamiliar with the experience of these new technologies. Therefore, this study was conducted for non-users of travel reservation applications and wanted to know why they were reluctant to use them. Through convenience sampling method, total 200 surveys were distributed to Travel Reservation Application Non-User. The results of this research is presented as follows: First, technical readiness affects perceived ease of use. Second, technical readiness affects perceived usefulness. Third, perceived ease of use affects perceived usefulness. Fourth, perceived usefulness influences behavioral intentions. Fifth, perceived ease of use affects behavioral intentions. Sixth, technology readiness affects behavioral intentions. Seventh, the perceived usefulness between technology readiness and behavioral intent has no mediating effect. Eighth, ease of use perceived between technology readiness and behavioral intent has mediating effects.

본 연구는 기술준비수용모델을 적용하여 생성형인공지능 ChatGPT 사용의도를 조사 하였다. 본 연구는 구조방정식 모델링을 통해 ChatGPT의 지각된 유용성이 사용의도에 미치는 매개효과를 분석하였다. 조사대상은 2024년 9월9일부터 9월20일까지 전국에 서 ChatGPT를 사용해본 소비자 320명이고 그 중 유효한 314부로 분석하였다. 조사결 과 낙관성과 소비자 혁신성은 모두 지각된 유용성에 큰 영향을 미치고 ChatGPT의 사 용의도에도 영향을 미친다. 따라서 지각된 유용성은 ChatGPT사용의도를 매개하는데 중요한 역할을 하고 그 중 낙관성의 매개효과가 소비자 혁신성의 매개효과보다 큰 것 으로 나타났다. 연구결과 TRAM은 생성형인공지능제품의 채택의도를 이해하는데 이론 적 기반을 제공한다. TRAM을 사용하면 생성형인공지능제품에 관해 신제품 출시 초기 단계에서 매우 혁신적인 소비자에 대한 통찰력을 얻어 신제품의 예측 가능성을 향상 시킨다.

This study aims to examine the intention to use ChatGPT, a generative artificial intelligence (AI) tool, by applying the Technology Readiness and Acceptance Model (TRAM). This study employs structural equation modeling to investigate the mediating effect of perceived usefulness of ChatGPT within the TRAM framework. The survey was conducted from September 9 to September 20, 2024, with 320 consumers nationwide who used ChatGPT, of which 314 responses were valid. The results reveal that both optimism and consumer innovativeness exert a significant influence on perceived usefulness, which in turn affects the intention to use ChatGPT. Moreover, perceived usefulness plays a pivotal role in fostering the intention to use ChatGPT. Among them, the mediating effect of optimism was greater than the mediating effect of consumer innovation. The findings suggest that the TRAM framework offers a robust theoretical foundation for understanding the intention to adopt a new product of generative AI. In practice, employing a TRAM framework enhances the predictability of a new product by gaining insights into highly innovative consumers at the early stages of a new product introduction, particularly in the context of generative AI products.

본 연구는 첫째, 몽골 인터넷 이용자들을 대상으로 그들의 기술 준비도는 기술수용의 신념인 지각된 유용성과 용이성에 어떠한 영향을 미치는지를 알아보고, 둘째, 인터넷 쇼핑몰에 대한 기술 준비도는 지각된 위험에 미치는 영향을 알아보고, 셋째, 지각된 용이성이 지각된 유용성에 미치는 영향, 그리고 마지막으로 지각된 유용성과 지각된 용이성, 그리고 지각된 위험이 인터넷 쇼핑몰 구매의도에 어떠한 영향을 미치는지 규명하고자 한다. 연구 결과, 소비 자의 기술 준비도의 긍정적인 요소인 낙관성과 혁신성은 인터넷 쇼핑에 대한 지각된 유용성과 용이성에 유의한 정의 영향을 미치고, 이는 구매의도의 정의 영향을 미치는 반면, 지각된 위험 변수의 성과적 위험만이 구매의도에 유의한부의 영향 을 미치며, 성과적 위험에는 기술 준비도의 저해변수인 불안감만이 유의한 영향을 주는 것으로 나타났다.

This study has the following objectives; First, it aims to verify whether techonlogy readiness influences on perceived usefulness and perceived ease of use uding samlpe respondents from Mongolian internet users. Second, it seeks to find out whether technology readiness significantly affects perceived risk. Third, it verifies the relationship between perceived usefulness and perceived ease of use. Finally, it verifies the effects of perceived usefulness, perceived ease of use, perceived risk on purchase intention in online shopping malls. The result showed that two positive traits of technology readiness-optimism and innovativeness-positively influence perceived usefulness and ease of use and they further influenced purchase intention. On the other hand, perceid performance risk exerted negative influence on purchase intention and performance risk was significatnly influenced by insecurity, a negative factor of technology reasiness.

본 연구는 우리나라 중소 제조 기업들의 스마트 팩토리로의 전환 및 관련 기술의 도입에 저항하거나 지연시 키는 혁신저항을 극복하고 이에 대응하기 위한 대안을 마련하기 위한 연구로써 기술준비도와 혁신저항 모델 및 기술 수용의도를 활용하여 연구를 진행하였다. 이를 통해 중소 제조 기업체들의 스마트 팩토리로의 전환 및 관 련 기술의 수용을 보다 적극적으로 시행하도록 하는 방안을 제시하는 것이 연구의 목적이다. 이를 위하여 기술준비도와 혁신저항모델을 활용한 선행연구들 활용하여 설문지를 작성하였으며, 중소 제조 기업체 130개 업체로부터 설문자료를 수집하여 연구를 진행하였다. 또한 연구항목별 신뢰성과 타당성을 검정하 였으며 경로분석 방식으로 연구가설을 검정하였다. 연구가설을 검정한 결과는 아래와 같다. 먼저 가설 H1의 검정으로서 기술준비도의 긍정적 요인은 상대적 이점과 적합성에 정(+)의 유의한 영향을, 복잡성과 지각된 위험에는 부(-)의 유의한 영향을 미친다. 가설 H2의 검정으로서 기술준비도의 부정적 요인은 상대적 이점과 적합성에 부(-)의 영향을 미치지만 복잡성과 지각된 위험에는 정(+)의 유의한 영향을 미친다. 가 설 H3의 검정으로서 상대적 이점, 적합성은 혁신저항에 부(-)의 유의한 영향을 미치지만 지각된 위험은 혁신저 항에 정(+)의 영향을 미친다. 가설 H4의 검정으로 혁신저항은 기술 수용의도에 부(-)의 유의한 영향을 미치는 것으로 검정되었다. 따라서 이들 요인들의 적절한 조정을 통하여 혁신저항을 극복하는 것이 필요하다.

This study is to overcome the innovation resistance that resists or delays the transition to the smart factory of small and medium-sized manufacturing companies in Korea and the introduction of related technologies, and to prepare alternatives to respond to this. was used for the study. The purpose of this study is to suggest a way to more actively implement the conversion of small and medium-sized manufacturing companies to a smart factory and acceptance of related technologies. To this end, a questionnaire was prepared using prior studies using the technology readiness and innovation resistance model, and questionnaire data were collected and utilized from 130 small and medium-sized manufacturing companies. In addition, the reliability and validity of each research item were tested, and the research hypothesis was tested using the path analysis method. The results of testing the research hypothesis are as follows. First, as a test of hypothesis H1, the positive factor of technology readiness has a significant positive (+) effect on relative advantage and suitability, and a negative (-) significant effect on complexity and perceived risk. As a test of hypothesis H2, the negative factor of technical readiness had a negative (-) effect on relative advantage and suitability, but was not significant. It also has a significant positive (+) effect on complexity and perceived risk. As a test of hypothesis H3, relative advantage and suitability have a negative (-) significant effect on innovation resistance, but perceived risk has a positive (+) effect on innovation resistance. As a test of hypothesis H4, innovation resistance has a negative (-) significant effect on the intention to accept technology. Therefore, it is necessary to overcome innovation resistance through adjustment of these factors.

본 연구는 우리나라 중소기업의 인더스트리 4.0의 성숙도, 클러스터링의 지표 요인, 주요 요인이 기업의 자체 평가에 미치는 영향을 알아보기 위해 클러스터링 분석을 수행하였다. 80개의 국내 중소기업을 4가지 범주로 분류하면 프로세스, 기 술 및 조직 간에 유의미한 양의 상관관계가 있음을 발견하였다. 또한, 성숙도 모델에 따라 테스트된 80개 기업의 대다수는 아 직 미성숙하거나 부분적으로 성숙한 것으로 보이며 인더스트리 4.0과 관련된 혁신 전략의 많은 개선과 재평가가 필요한 것으 로 나타났다. 마지막으로, 싱가포르 스마트 산업 준비 지수는 국내 중소기업에서 자체 평가를 수행하는 데 적합하다는 결론을 도출하였다. 이러한 결론은 실무자와 연구자에게 유용한 성숙도 및 그룹화 지침으로 제공될 수 있다.

In this study, clustering analysis was performed to find out the influence of the maturity level of Industry 4.0 of SMEs in Korea, index factors of clustering, and major factors on the self-evaluation of companies. When 80 domestic SMEs were classified into 4 categories, it was found that there was a significant positive correlation between process, technology and organization. In addition, the majority of the 80 companies tested according to the maturity model appear to be immature or partially mature, and many improvements and re-evaluation of innovation strategies related to Industry 4.0 are needed. Finally, it was concluded that the Singapore Smart Industry Readiness Index is suitable for conducting self-assessment in domestic SMEs. These conclusions can serve as useful maturity and grouping guidelines for practitioners and researchers.

The purpose of this study is to investigate the home-health-care workers licensing education course in Seoul, Korea. Based on the previous research, a conceptual model was suggested explaining the dynamics of perceived educational service quality (SERVQUAL), educational satisfaction and the occupational readiness. The data set for this study drawn from the 297 self-administered surveys were analyzed with the suggested conceptual model by utilizing AMOS program. The measurement models and conceptual model fit well with the collected data set. As results of this study, 5 domains of SERVQUAL were produced including accountability, trustiness, responsiveness, sympathy, and assurance. The results of structural modeling with latent variables confirmed that SERVQUAL were influenced perceived educational satisfaction as well as occupational readiness. Among the SERVQUAL domains, accountability, trustiness, responsiveness, and assurance had significant impacts on the educational satisfaction while accountability, trustiness and responsiveness had significant direct effects on the occupational readiness. The trustiness had significant indirect effects on the occupational readiness via the educational satisfaction. Hence, the educational satisfaction had the significant impacts on the occupational readiness. Based on the findings of this study, we suggest to intense the educational program or curricular focusing on the SERVQUAL elements. Those changes will enhance self-confidence among the prospective home-health-care workers as well as public trustiness on the national long-term care program.

인류는 현재 ‘4차 산업혁명’시대에 살고 있다. 혁신제품과 개인의 특성들을 소비자의 구매 결정으로 연결하는 구체적인 특정 요인들을 규명하여, 그 특정 요인이 소비자의 혁신수용결정에 어떤 영향을 미 쳤는지에 대해 연구와 검증을 해 볼 필요가 있다. 이를 위해 제품 특성 요인으로 통합기술수용이론 (UTAUT)모델의 요인을 부분적으로 채택하여 예측변수로 사용하였고, 개인 특성 요인으로는 기술준비 도(TRI)를 사용하고 가치기반수용모델(VAM)의 매개를 통해 가치판단의 양면성(긍정 vs 부정)이 혁신 수용의향에 미치는 영향력을 검증하고, 심리적 거리감이 혁신제품에 대한 가치지각과 수용의향 간에 조 절역할을 하는지를 조사하였다. 본 연구결과에 따르면 소비자가 신제품이나 기술에 대해 신뢰나 긍정적 인 기술준비도를 갖추고 있을 때, 혁신제품의 혜택을 기대하거나 긍정적인 인지작용을 하는 것으로 나 타났다. 비용(희생)과 관련하여 부정적인 인지작용을 하는 경우에는, 촉진조건에 대해 불안감과 부정적 기술준비도를 지각하는 것으로 나타났다. 또한 연구결과는 혜택뿐만 아니라 희생요인도 소비자의 혁신 제품 수용의향에 유의한 영향을 미친다는 것을 보여 주고 있는데, 혜택요인이 희생요인보다 영향력(베 타값 기준)이 더 높았지만 희생요인도 상당히 중요한 장애요인으로 작용한다는 것을 규명하였다. 마지 막으로 조절역할을 고려하여 적용했던 변수인 심리적 거리감이 증가할수록, 혁신제품에 대한 수용의향 이 낮아진다는 결과를 검증하였다. 위 연구결과에 의한 향후 혁신제품과 혁신기술을 연구하고 활용하는 데 유용한 자료를 제공할 것으로 기대한다.

As we are currently living in an era of the 4th Industry Revolution, it seems necessary to investigate and verify the specific factors that link the characteristics of innovative products and individuals to the purchasing decision of the consumers, and to understant how those factors influence consumer's decision to adopt innovation. For this purpose , this study incorporates two well known models, Unified Theory of Acceptance and Use of Technology (UTAUT) and Technology Readiness Index (TRI). Some selected variables of UTAUT model were adopted as predictor variables and TRI was used as a personal attribute variable. And drawing from Value-based Adoption Model (VAM), two-sided value perceptions (perceived benefit vs. sacrifice) were adopted as mediator that leads to customers'intention to accept innovation. The study also examined whether the customers' psychological distance plays a role in moderating relationshio between the perceptions of the innovatiopns and intention to adopt them. According to the study results, when consumers have positive perceptions of innovations or have high level of technology readiness, they tend to readily adopt innovations. In the case of negativeperception (sacrifice), anxiety and low technical readiness were had positive effect. In addition , the research results show that not only the benefits but also the sacrifice have a significant effect on the consumer's intention to adopt innovative products. Although the benefit factor was more influential (based on beta value) than the sacrifice factor, this study suggests that the sacrifice also served as a significant obstacle to adoption. Lastly, it was verified that the intention to adopt innovative products decreases as the psychological distance increases. The results of this study are expected to provide useful information on future research on innovation and innovative technologies.

Objectives: It is critical to assess community readiness (CR) when implementing childhood obesity prevention programs to ensure their eventual success and sustainability. Multiple tools have been developed based on various conceptions of readiness. One of the most widely used and flexible tools is based on the community readiness model (CRM). This study aimed to adapt the CRM and assess the validity of a community readiness tool (CRT) for childhood obesity prevention programs in Iran. Methods: A Delphi study that included 26 individuals with expertise in 8 different subject areas was conducted to adapt the CRM into a theoretical framework for developing a CRT. After linguistic validation was conducted for a 35-question CR interview guide, the modified interview guide was evaluated for its content and face validity. The quantitative and qualitative analyses were performed using Stata version 13 and MAXQDA 2010, respectively. Results: The Delphi panelists confirmed the necessity/appropriateness and adequacy of all 6 CRM dimensions. The Persian version of the interview guide was then modified based on the qualitative results of the Delphi study, and 2 more questions were added to the community climate dimension of the original CRT. All questions in the modified version had acceptable content and face validity. The final CR interview guide included 37 questions across 6 CRM dimensions. Conclusions: By adapting the CRM and confirming linguistic, content, and face validity, the present study devised a CRT for childhood obesity prevention programs that can be used in relevant studies in Iran.

This research delves into the use of blockchains among employees in the Korean food industry to foster growth and development within the sector. Despite widespread attention from academia and industry, the use of blockchain technology remains limited in many companies. To comprehend the decision-making process behind this use, the study employs the Technology Readiness Index (TRI) model, encompassing facilitators (optimism and innovativeness) and inhibitors (insecurity and discomfort) related to blockchains. By investigating the causal relationship between employees' optimism, innovativeness, insecurity, discomfort, attitudes, and their intent to use blockchains, the study sheds light on key factors influencing decisions related to its use. The TRI model, a well-established framework in academia for assessing individuals' opinions on emerging technologies, serves as the foundation for this analysis. Data was collected through an online survey targeting employees in the food industry, with 328 responses utilized for the final analysis. The results indicated that employees' optimism and innovativeness towards blockchains had a positive influence on their attitudes. However, insecurity and discomfort did not significantly impact attitudes on blockchains. Nonetheless, employees’ attitudes were found to be a strong predictor of the intent to use blockchains. This study yields valuable academic and practical implications for the Korean food industry's blockchain use, while acknowledging certain limitations.

This study examines how human?AI collaboration and AI-related job anxiety influence individuals’ intention to use AI, focusing on the mediating role of role compatibility perception and the moderating role of AI ecosystem readiness. Drawing on Role Theory and a contingency-based perspective, this study proposes that individuals’ perceptions of AI as either a collaborative partner or a job-related threat shape their behavioral intentions through cognitive evaluations of role compatibility. Data were collected from 300 working adults across various industries and organizational levels. The hypotheses were tested using Hayes’ PROCESS macro (Model 7) with bootstrapping procedures. The results show that human-AI collaboration has a positive indirect effect on intention to use AI through role compatibility perception, and this effect remains stable across different levels of AI ecosystem readiness. In contrast, AI-related job anxiety negatively affects role compatibility perception, and its indirect effect on intention to use AI is contingent upon the level of AI ecosystem readiness. Specifically, the negative effect of job anxiety is significant at low and moderate levels of ecosystem readiness but becomes non-significant at higher levels, as confirmed by Johnson-Neyman analysis. These findings reveal an asymmetrical pattern in AI adoption, where positive mechanisms operate consistently, while negative mechanisms are conditionally influenced by environmental factors. This study contributes to the literature by integrating collaborative and threat-based perspectives, identifying role compatibility as a key mediating mechanism, and highlighting the critical role of ecosystem readiness in mitigating resistance to AI adoption. Practical implications suggest that organizations should not only promote human?AI collaboration but also strengthen the broader AI ecosystem to reduce job-related anxiety and facilitate adoption.

Social network service is a web-based service that allows the people to construct relationship among users with same interest and supports various activities such as managing personal relations and sharing information or contents. Based on the TRI(Technology Readiness Index) and UTAUT(Unified Theory of Acceptance and Use of Technology), this study examines factors influencing the continuance intention in the SNS. Questionnaires are collected from 332 people who are using the SNS. In our study we combined the technology readiness index(TRI) and Unified Theory of Acceptance and Use of Technology(UTAUT) into one model. Specifically, we measured the relation between TRIs personality trait dimensions - optimism, innovation, discomfort, and insecurity - and the cognitive dimension of UTAUT. The results of this study are as follows ; First, Positive TRI was related positively to performance expectancy, effort expectancy, social influence, facilitating conditions and interaction. Second, negative TRI was related positively to performance social influence and facilitating conditions. Third, performance expectancy, effort expectancy, facilitating conditions and interaction were related positively to continuous using intention. Based on the results, the study offers strategic and academic implication for marketing and consumer behavior in SNS firms.

본 연구는 기술기반 셀프서비스(TBSS) 분야 및 신기술 수용과 관련한 기술준비도의 선행연구 검토를 통해 기술준비도 척도의 대안적 모델을 비교하여 내적 요인구조를 확인하고자 하며 이를 통해 고객의 TBSS 서비스에 대한 행동의도를 향상시키는 기술준비도 중요인자가 무엇인지를 알아보고자 한다. 이를 위해 첫째, Parasuraman(2000)과 Parasuraman & Colby(2015)에 의해 개발된 기술준비도 척도(TRI 2.0)를 기반으로선행연구들에서 활용하고 있는 차원구조 중 대안모형을 도출하여 각 모형의 우수성 평가를 시도하고자 한다. 둘째, 대안모형의 비교분석을 통해 선택된 기술준비도 차원모형과 레스토랑 TBSS 서비스에 대한 고객의 행동의도 간의 영향관계를 살펴보고자 한다. 레스토랑 기술기반 셀프서비스(TBSS) 이용 고객을 대상으로 총 550부를 배포하였으며, 이중 유효표본 430부를 활용하여 가설검증을 수행하였다. 본 연구의 과제 및가설검증을 통한 결론은 다음과 같다. 첫째, 대안 모형으로 제시된 모형 중 모형 2(범주형 모형/4요인-낙관성, 혁신성, 불안감, 불편감)와 모형 4(위계적 모형/2차원 2요인-긍정적 기술준비도, 부정적 기술준비도)가상대적으로 적합도 지수가 높아 우수한 모형으로 평가되었다. 둘째, 선택된 2개의 모형과 TBSS에 대한 행동의도 간의 영향관계는 모형 2에서는 4요인 중 낙관성 요인만이, 모형 4에서는 긍정적 기술준비도가 고객의행동의도를 높이는 것으로 나타났다.

The purpose of this study was to investigate the four factor structure(model 1: 1-factor model/technology readiness, model 2: 4-factor model/optimism, innovativeness, insecurity, discomfort, model 3: hierarchical multi-factor model/1st(4-factor)+2nd(TR), model 4: hierarchical multi-factor model/1st(4-factor)+2nd (positive TR/negative TR) of technology readiness and verify a structural model between technology readiness and behavioral intention toward TBSS. Among 550 questionnaires distributed, 430 effective responses were entered for data analysis. The collected data were analyzed through reliability test, correlation analysis, confirmatory factor analysis and structural equation modeling(SEM). The findings of the study are as follows. First, model 1(1-factor model/technology readiness) was not up to the standard fit indices, so it was difficult to accept the model, but the fit indices of model 2(4-factor model) and model 4(2nd hierarchical multi-factor model/1st(4-factor)+2nd(positive TR/negative TR)) were higher, so it was a good model. Second, in model 2, only optimism among the four factors of technology readiness had significant effect on the behavioral intention. in model 4, positive technology readiness had significant effect on the customer’s behavioral intention of TBSS.

본 연구는 새로운 기술에 대한 개인의 기술준비도에 차이가 있음을 인지하고 스마트폰 사용자를 대상으로 개인의 기술준비도가 스마트폰 관광 애플리케이션의 지각된 유용성과 지각된 사용용이성 그리고 이용의도에 미치는 영향을 파악하고자 하였다. 연구결과, 긍정적 기술준비도(낙관성, 혁신성)는 이용의도에 직접적인 영향을 미치지는 않았지만 지각된 유용성과 지각된 사용용이성에는 영향을 미치는 것으로 나타났다. 반면, 부정적 기술준비도인 불편함과 불안감은 지각된 유용성, 지각된 사용용이성, 이용의도에 모두 유의한 영향을 미치지 않는 것으로 나타났다. 기술수용모델의 신념인 지각된 사용용이성은 지각된 유용성에 유의미한 영향을 미치고, 지각된 유용성과 지각된 사용용이성 모두 이용의도에 유의미한 영향을 미치는 것으로 나타났다. 이는 새로운 기술에 대해 긍정적이고 혁신적 성향을 가진 사람들이라도 관광 애플리케이션 이용에 있어 직접적인 영향관계는 없지만, 애플리케이션이 유용하거나 사용하기 편리하다고 생각 될 경우에는 이용의도가 있다고 판단할 수 있다. 본 연구결과를 토대로 이론적 시사점과 실무적 시사점을 제시하였다.

The purpose of this research is to recognize that there is a difference among individuals’ technology readiness to new technology and to investigate the effects of technology readiness on perceived usefulness, perceived ease of use, and intention to use for targeting smart phone users. The results showed that positive technology readiness (optimism and innovation) weakly affected perceived usefulness and perceived ease of use but did not directly affect intention to use. On the other hand, negative technology readiness, discomfort, and insecurity did not affect perceived usefulness, perceived ease of use, and intention to use. Perceived ease of use positively affected perceived usefulness, and both perceived usefulness and perceived ease of use had a significant effect on intention to use. Thus, people who are positive and innovative about new technology are not affected by intention to use, but if they decide that new technology would be useful and convenient to use, they do intend to use it. Based on the results, this study suggests theoretical and practical implications.