Earticle

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

This study examines the reason why consumers try to use the online shopping cart more, and especially analyzes the influence of personal psychological factor such as regulatory focus. Hypotheses are tested with a two-way ANOVA model using experimental data collected from 210 undergraduate students at a business school in South Korea. We found that prevention focused consumers try to use online shopping cart more than promotion focused consumers. It is possible that prevention focused consumers try to consider as many alternatives as possible to ensure safety as they focus on negative results or losses during shopping online. However, we also found out when the buying purpose is utilitarian, promotion focused consumers are not different from the promotion in terms of the usage intention of online shopping carts. Marketing managers can provide different messages customized for their consumers by leading them to use the online shopping cart in a more effective way.

With the emergence of Web 2.0 and growth of digital content users, this paper considers the effects of digital content characteristics (content, design, and technology) on the usefulness, concentration, and usage intention of digital content. Our results reveal that the aforementioned content characteristics do indeed affect both the usefulness and concentration of digital content. Whereas the technological characteristics of digital content positively affect both the usefulness and concentration of digital content, the design characteristic was associated solely with the usefulness of digital content. While of interest per se, the results provide both theoretical and practical insight. A theoretical foundation for future digital content-related studies is given in terms of understanding digital content characteristics and their effects on user behavior. Practically, valuable insights are provided for managers wishing to establish digital content business strategies and digital service plans based on the characteristics of digital content.

본 연구는 생성형 인공지능 플랫폼의 주요 특성이 사용자 신뢰 및 사용 의도에 미치는 영향을 실증적으로 분 석하였다. 특히 정보성, 보안성, 편의성이라는 세 가지 플랫폼 특성에 주목하여, 이들이 사용자 신뢰에 미치는 직접적 인 영향과 신뢰가 플랫폼 특성과 사용 의도 간의 관계에서 매개 역할을 수행하는지를 규명하였다. 이를 위해 중국 내 생성형 인공지능 플랫폼 사용자들을 대상으로 온라인 설문조사를 실시하였고, 총 274개의 유효 표본을 바탕으로 상관 분석, 회귀분석, 매개분석을 수행하였다. 연구 결과, 정보성과 편의성은 사용자 신뢰에 유의미한 긍정적 영향을 미쳤으 며, 사용자 신뢰는 사용 의도에도 긍정적인 영향을 주는 것으로 나타났다. 이에 따라 생성형 인공지능 플랫폼 특성은 사용자 신뢰를 매개로 사용 의도에 영향을 미치는 구조를 갖고 있음을 확인할 수 있었다. 연구는 생성형 인공지능 플 랫폼의 성공적인 확산을 위해 사용자 중심의 정보 제공, 편의성 강화, 신뢰 구축 전략이 필요함을 시사한다. 또한, 플 랫폼 개발자 및 마케터에게 사용자 신뢰를 제고할 수 있는 구체적 설계 방향을 제안하며, 향후 보안성에 대한 인식 차이 및 사용자 특성에 따른 차별적 분석을 포함한 추가 연구의 필요성을 제기하였다.

This study empirically analyzed how key characteristics of generative AI platforms influence user trust and usage intention. In particular, it focused on three platform characteristics: informativeness, security, and convenience and investigated whether they directly affect user trust and whether trust plays a mediating role in the relationship between platform characteristics and usage intention. To this end, the study collected 274 valid responses from an online survey targeting users of generative AI platforms in China, and employed correlation, regression, and mediation analyses to test the proposed relationships. Results reveal that informativeness and convenience significantly enhance user trust, which in turn positively affects usage intention. These findings underscore trust as a critical mechanism linking platform attributes to user behavior. The study offers practical implications for platform developers and marketers, emphasizing the importance of user-centered information, improved usability, and trust-building strategies. It also calls for further research into user perceptions of security and individual differences in trust formation.

4차 산업혁명 시대, 정보통신기술(Information and Communications Technology, ICT) 산업의 발 달과 언택트 시대의 비대면 소비문화로 24시간 비대면 서비스를 제공할 수 있는 AI 챗봇(chatbot) 서비 스의 영향력이 상당히 높아지고 있다. 본 연구는 연령대와 이용 목적에 따라 AI 챗봇 서비스의 의인화 수준이 소비자의 AI 챗봇 서비스에 대한 선호도, 신뢰도, 이용의도에 미치는 영향이 달라질 수 있음을 실험을 통해 살펴보았다. 실험 결과, 50, 60대 소비자 집단에서는 AI 챗봇 서비스 이용 시 의인화 수준 이 높은 AI 챗봇이 의인화 수준이 낮은 AI 챗봇에 비해 AI 챗봇 서비스에 대한 선호도, 신뢰도, 이용 의도가 더 호의적으로 나타났다. 반면, 20, 30대 소비자 집단에서는 의인화 수준에 상관없이 선호도, 신 뢰도, 이용 의도에 차이가 없는 것으로 나타났다. 또한 이용 목적이 제품 추천일 때 의인화 수준이 높은 AI 챗봇 서비스를 이용할 때 의인화 수준이 낮은 경우에 비해 소비자들이 더 호의적인 선호도, 신뢰도, 이용 의도를 보였다. 그러나 이용 목적이 정보탐색일 때 AI 챗봇 서비스의 의인화 수준이 높은 경우와 낮은 경우 사이에 예상과 달리 소비자들의 신뢰도에만 차이가 없는 반면 호의적인 선호도와 이용 의도 를 보였다. 추가로, AI 챗봇 서비스의 의인화 수준, 소비자의 연령대, 이용 목적에 따라 선호도, 신뢰도, 이용의도에 미치는 영향을 검증한 결과, AI 챗봇 서비스의 의인화 수준, 이용 목적, 연령대의 3원 상호 작용이 AI 챗봇 서비스에 대한 이용 의도에서 통계적으로 유의하게 나타났다. 이러한 결과를 바탕으로 소비자들이 이용 연령과 이용 목적에 따라 AI 챗봇 서비스의 의인화 수준에 대한 기대와 향후 서비스 개선 방향에 대한 시사점을 논의하였다.

In the era of the Fourth Industrial Revolution, with the development of Information and Communications Technology(ICT) and the rise of contactless consumption culture in the untact era, the influence of AI chatbot services, which can provide 24/7 non-face-to-face services, has significantly increased. This study examines the effects of the level of anthropomorphism in AI chatbot services, along with the consumers' age groups and usage purposes on consumers' preferences, trust, and usage intentions toward AI chatbot services. The experimental results revealed that among consumers in their 50s and 60s, AI chatbots with a high level of anthropomorphism elicited more favorable responses in terms of preference, trust, and intention to use AI chatbot services compared to AI chatbots with a low level of anthropomorphism. In contrast, among consumers in their 20s and 30s, there was no difference in preference, trust, or intention to use regardless of the level of anthropomorphism. Additionally, when the purpose of use was product recommendation, consumers exhibited more favorable preferences, trust, and usage intentions when interacting with highly anthropomorphic AI chatbots compared to those with low levels of anthropomorphism. However, when the purpose was information seeking, contrary to expectations, there was no difference in trust between highly and lowly anthropomorphized AI chatbots, while consumers still showed more favorable preferences and usage intentions for highly anthropomorphic AI chatbots. Furthermore, when examining the influence of the level of anthropomorphism, consumer age groups, and usage purposes on preference, trust, and usage intention toward AI chatbot services, the three-way interaction between the level of anthropomorphism, usage purpose, and age group was statistically significant only in relation to usage intention. Based on these findings, this study discusses the implications of consumers' expectations regarding the level of anthropomorphism in AI chatbot services based on their age and usage purposes, as well as directions for future service improvements.

The purpose of this study is to examine the relationship between cultural tourism attraction and visitor usage intention of masan fish market, which is the traditional market of changwon city. The questionnaire was distributed to 350 in the masan fish market and the final 255 were used for the analysis. The results of SPSS 21. hierarchical regression analysis: First, the relationship between cultural tourism attraction(culture, attractiveness) and External usage intention of masan fish market in changwon city, 'culture'(.009), 'attractiveness'(.000)was significant and <Hypothesis1-1, Hypothesis1-2>was adopted. Second, the relationship between cultural tourism attraction(culture, attractiveness) and Internal usage intention of masan fish market in changwon city, 'culture'(.000), 'attractiveness'(.000)was significant and <Hypothesis2-1, Hypothesis2-2>was adopted. Third, the relationship between culture tourism attraction(culture, attractiveness) and External usage intention of Masan fish market in Changwon city, The 'attractiveness'(β=.406)was more influential than the 'culture'(β=.149). the relationship between culture tourism attraction(culture, attractiveness) and usage Internal intention of masan fish market in changwon city, The 'attractiveness'(β=.319)was more influential than the 'culture'(β=.248). Through this study, 'attractiveness' among the 'cultural tourism attractions' of masan fish market has been identified as an important factor for the intrinsic enjoyment of visitors and in enhancing motivation for external users.

정보통신 기술의 비약적 발전은 유통채널의 공진화 과정을 불러일으키고 있다. 이러한 상황에서 기업들은 창의적이고 혁신적인 상거래 서비스를 제공하여 고객만족을 실현하기 위해 관련 인프라를 구축하여 옴니채널을 제공하고 있다. 그러나 국내 소비자들의 옴니채널에 대한 인식 부재 및 서비스 이용률 저하로 아직 가시적인 성과가 나타나지 않고 있어 옴니채널 도입의 효과성을 높이기 위해서는 잠재적인 소비자들 측면에서 다양한 연구가 필요하다. 그러나 아쉽게도 지금까지의 옴니채널 연구들은 주로 사례연구와 채널선택 중심의 연구들이 진행되고 있다. 이에 본 연구에서는 옴니채널을 이용해본 경험이 없는 대학생 소비자들을 대상으로 하여 가격 민감도, 소비자 혁신성, 시간압박, 통제욕구의 소비자 특성을 도출하였고, 어떠한 소비자 특성이 옴니채널 서비스의 어떤 속성들을 중요시하게 여기는지, 또 이러한 서비스 속성의 중요도 인식이 향후 이용의도에 영향을 미치는지 분석하였다. 본 연구의 결과를 통해 옴니채널을 추진 중이거나 도입을 검토하고 있는 경영자들 그리고 현재 국내에서 발생하고 있는 옴니채널 인식 및 이용률 저조 문제 등을 해결하기 위한 시사점을 제공해줄 수 있을 것이라 기대한다.

Rapid development of information and communication technology has sparked a coevolution of distribution channels. In this situation, companies are providing Omni channel services to establish the associated infrastructure in order to achieve customer satisfaction with creative and innovative commerce services. However, there are few tangible performances partly due to recognition absence and scarce service utilization among consumers. Moreover, omni channel studies are mainly focused on case studies and channel selection studies. Therefore, various studies on the potential consumer side are required in order to increase the effectiveness of the introduction of these omni channel services. This study tried to investigate whether consumer characteristics influence the perceived importance of omni channel service attributes as well as how the perceived importance of service attributes affects usage intention among university students without omni channel experiences. Results indicate that consumer characteristics such as price sensitivity, consumer innovativeness, time pressure perception, and need for control significantly increased the perceived importance of omni channel service attributes, which in turn enhanced the usage intention of the potential consumers. The results of this study are expected to provide implications for omni channel managers to solve the problem of omni channel awareness and low utilization rate in Korea.

Purpose The purpose of this study is to examine how perceived privacy risk, perceived usefulness, and perceived ease of use affect system trust in the data memory context of generative artificial intelligence (AI), and how system trust influences usage intention. Design/methodology/approach Based on the Technology Acceptance Model (TAM), this study proposes a research model integrating perceived privacy risk, system trust, and privacy protection technology self-efficacy. Survey data were collected from Chinese users with prior experience using generative AI services. Of the 340 responses obtained, 304 valid responses were analyzed using covariance-based structural equation modeling (CB-SEM). Findings Perceived usefulness and perceived ease of use had significant positive effects on system trust, whereas perceived privacy risk had a significant negative effect. System trust also had a significant positive effect on usage intention. However, the moderating effect of privacy protection technology self-efficacy was not supported. The findings highlight that user trust in generative AI is influenced not only by functional benefits and ease of use, but also by privacy concerns related to data retention and processing.

본 연구는 인지적 요인 중심의 기존 기술수용 논의를 확장하여 에듀테크 이용의도를 기능적·정서적 가치로 설명하는 이중 가치 프레임을 제안한다. UTAUT의 성과기대·촉진조건을 기능적 가치로, 체험경 제이론의 심미적·일탈적 요소를 정서적 가치로 재구조화하였다. 220명 대상 분석 결과, 성과기대와 심 미적 요소는 이용의도에 유의한 정(+)의 영향을 미쳤으나 촉진조건과 일탈적 요소는 기본 모형에서 유 의하지 않았다. 지각된 위험은 이용의도에 부정적 직접효과를 보였으며, 가치가 행동의도로 전환되는 경로를 약화시키는 조절기제로 작동하였다. 특히 기능적·정서적 가치 경로에 따라 조절이 작동하는 방 식이 다르게 나타나는 비대칭적 양상이 관찰되었는데, 이는 목표지향적 서비스 맥락에서 위험 인식이 합리적 성과 기대의 효과를 비교적 이른 시점에서 약화시킬 가능성을 시사한다. 본 연구는 위험을 단순 한 부정 요인이 아니라 가치 경로를 재구성하는 조절 변수로 통합함으로써 기술수용 연구를 가치 기반 관점에서 확장하고, 에듀테크 수용 메커니즘을 맥락적 상호작용 구조 속에서 설명하는 이론적 틀을 제 시한다. 아울러 위험 완화 전략과 신뢰 구축이 기능적·정서적 가치의 효과를 안정적으로 유지하기 위한 조건임을 제안하여 에듀테크 서비스 설계 및 운영에 대한 실천적 시사점을 제공한다.

This study proposes a Dual-Value Framework explaining EdTech usage intention through functional and affective values, extending cognition-centered technology acceptance research. UTAUT constructs—performance expectancy and facilitating conditions—are reframed as functional values, while aesthetic and escapist elements represent affective values. Using data from 220 users, performance expectancy and aesthetic value showed significant positive effects, whereas facilitating conditions and escapist value were not significant. Perceived risk had a negative effect and weakened value–intention pathways. In particular, an asymmetric pattern was observed in which moderation operates differently across functional and affective value pathways, suggesting that in goal-oriented contexts, perceived risk may attenuate rational performance expectations at a relatively earlier point. By conceptualizing perceived risk not merely as a negative factor but as a moderating variable that restructures value pathways, this study extends technology acceptance research, and proposes a framework explaining EdTech adoption within a contextual interaction structure. Practically, mitigating risk and building trust are necessary for sustaining these effects.

본 연구는 서울시 공공자전거 ‘따릉이’의 통근·통학 목적 이용 의향에 영향을 미치는 요인을 계층적 베이지안 회귀모형을 통해 분석하였다. 서울시 5개 권역, 25개 자치구에서 수집된 708명의 설문 응답 데이터를 활용하여, 지역 수준과 개인 수준의 요인을 동시에 고려한 다층 분석을 수행하였다. 분석 결과, 서북권이 가장 높은 이용 의향 평균값(3.261)을, 동북권이 가장 낮은 평균값(3.061)을 나타내는 등 권역별 차이가 관찰되었으나, 그 차이는 통계적으로 유의하지 않았다. 한편, 개인 수준에서는 성별(β =0.148, 95% CI: 0.060 ~ 0.236)과 연령 (β =0.089, 95% CI: 0.015 ~ 0.163)이 이용 의향에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 특히 여성과 중장년 연령층에서 더 높은 이용 의향이 확인되었다. 지역 수준의 군집 구조를 반영한 급내 상관계수(ICC=0.12)는 전체 분산의 약 12%가 지역 수준에서 설명됨을 보여주어 계층적 모형의 적용 타당성을 뒷받침한다. 본 연구 결과는 지역 맥락을 반영한 맞춤형 정책의 필요성과, 여성 및 중장년 연령층을 대상으로 한 전략적 접근의 효과 가능성을 시사하 며, 관련 연구에 계층적 베이지안 모형의 도입이 실효성이 있음을 제시한다.

This study examines factors influencing the intention to use Seoul’s public bicycle service, “Ttareungi,” for commuting and school-related purposes, using a hierarchical Bayesian regression model. A multilevel analysis was conducted based on survey data from 708 respondents across 25 districts in five regions of Seoul, incorporating both individual- and regional-level effects. The northwest region showed the highest average usage intention (3.261), and the northeast the lowest (3.061), though these differences were not statistically significant. At the individual level, gender(β=0.148) and age (β=0.089) had significant positive effects, with women and older individuals showing higher intention. The intraclass correlation coefficient (ICC = 0.12) indicated that 12% of the variance was attributable to regional-level factors, supporting the utility of the hierarchical model. These results underscore the importance of context-sensitive, demographic-specific policy approaches and demonstrate the practical value of hierarchical Bayesian modeling in mobility behavior and transport policy research.

With the rapid growth of the global economy and advancements in information technology, e-commerce platforms have become essential to modern business, particularly in the key markets of China and South Korea. Consumer behaviors in online shopping are evolving, making it crucial to understand the factors influencing their intention to use e-commerce platforms. This study, based on the Technology Acceptance Model, examines the impact of social influence, price utility, previous experience, and risk on platform usage intentions, comparing consumer perceptions in the two countries. The research objectives include analyzing the current status and characteristics of B2C e-commerce markets in China and South Korea, conducting an empirical analysis of 11 hypotheses, comparing cross-country differences in usage intentions, and offering policy recommendations. Data collection involved a literature review, theoretical analysis, and questionnaire surveys, with statistical analysis performed using SPSS and AMOS. Key methods included structural equation modeling. Findings reveal that perceived value significantly influences continued usage intentions, with differences observed between Chinese and Korean consumers due to varying market maturity and platform attributes. Chinese users prioritize social influence and price utility, while Korean users emphasize risk and usability. Recommendations for platform providers include enhancing perceived value, improving platform compatibility, fostering partnerships, and encouraging innovation.

The objective of this study is to provide a deeper understanding of the factors that lead to the development and adoption of AI-based chatbots. We analyze the structural relationship between the organizational (externalities), systematic (fit), and the consumer-related (psychological) factors and their role in the adoption of AI-based chatbots. Founded on the theories of task-technology fit and network externalities, we present a conceptual model overlooking common perception-based theories (e.g., Technology Acceptance Model). We collected 380 responses from Indian banking consumers to test the model using the PLS-SEM method. Interestingly, the findings present a positive impact of all factors on consumers’ intention to adopt AI-based chatbots. However, the interplays between these factors provide a mixed perspective for literature. Apart from employing a combination of factors that have been used to study technology adoption, our study explores the importance of externalities and their relationship with fit factors, a unique outlook often overlooked by prior research. Moreover, we offer a clear understanding of latent variables such as trust, and the intricacies of their interplays in a novel context. Thereby, the study offers implications for literature and practice, followed by future research directions.

본 연구는 확장된 기술수용모델을 활용하여 지역사회 노인의 가상현실 기반 인지훈련시스템 사용의도에 영향을 미치는 요인을 파악하기 위한 조사연구이다. 자료 수집은 지역사회 거주하는 노인 100명을 대상으로 2020년 1월 2일 부터 1월 31일까지 설문조사를 실시하였다. 연구결과 지역사회 노인의 가상현실 기반 인지훈련시스템 사용의도에 영향 을 미치는 요인은 사회적 영향, 지각된 유용성, 쾌락적 동기, 연령 이였으며, 설명력은 54.4%였다. 본 연구결과 지역사 회 노인들의 가상현실 기반 인지훈련시스템 사용의도를 촉진하기 위해서는 이러한 요인들을 고려한 기술개발이 필요할 것으로 생각된다. 본 연구는 지역사회 거주 노인을 대상으로 가상현실기기 사용의도 정도와 영향요인을 파악하였다는 점에 그 의의가 있으며, 향후 가상현실 기반 인지훈련시스템 기술개발을 위한 기초자료로 활용될 수 있을 것이다.

The purpose of this study was to identify the intention to use of virtual reality-based cognitive training system for the elderly residing in community based on extended technology acceptance model. The data were collected 100 elderly residing in community from January 2 to January 31, 2020. As a result, the influence the intent to use a virtual reality-based cognitive training system for the elderly is social influence, perceived usefulness, perceived enjoyment, age. The explaining 54.4% of the variance, it is considered that technology development these factors will be necessary for elderly in the community to promote the intent to use of virtual reality-based cognitive training systems. This study is meaningful in that it has identified the degree of intent to use and influencing factors of virtual reality devices for the elderly in the community. This study could be used as basic data for the development of technologies for virtual reality-based cognitive training systems in the future.

21세기 경영환경의 변화는 ‘글로벌(global)’과 ‘융합(convergence)’이라는 중요한 특징이 있다. 특히, 최근 방송과 통신에는 두 분야의 ‘융합’ 현상이 가속화됨에 따라, 대표적 방송·통신 융합매체인 IPTV에서도 다양한 융합서비스가 제공되고 있다. 그러나, IPTV 등 방송과 통신의 융합 서비스 특성에 대한 통합적 실증 연구는 다소 부족한 실정이다. 따라서, 본 연구는 글로벌 시대의 방송·통신 융합 서비스 특성이 소비자의 사용의도에 미치는 영향에 대해서 수정된 기술수용모형(TAM)을 사용하여 실증분석을 수행하고자 한다. 먼저, 체계적인 문헌연구를 통해 방송·통신 융합의 서비스 특성을 상호작용성, 콘텐츠의 다양성, 개인화서비스로 도출하였다. 또한, 이러한 특성들이 지각된 유용성(Perceived Usefulness: PU)과 지각된 용이성(Perceived Ease of Use: PEU)에 영향을 미치며, 결국 이 두 변수들이 소비 자들의 사용의도에 영향을 미친다는 매개 효과 모델을 구축하였다. 일반소비자 243명을 대상으로 실증분석을 실행하였으며 가설 검증 결과, 상호작용성과 콘텐츠의 다양성이 지각된 유용성에 미치는 영향은 기각되었고, 개인화 서비스가 지각된 유용성에 미치는 영향은 채택되었다. 또한, 상호작용성과 콘텐츠의 다양성이 지각된 용이성에 미치는 영향은 채택되었으며, 개인화서비스가 지각된 용이성에 미치는 영향은 기각되었다. 지각된 유용성과 지각된 용이성 모두 사용의도에 유의미한 영향을 끼쳤지만, 두 변수의 불완전 매개효과가 도출되었다. 이외에 지각된 용이성이 지각된 유용성에 유의미한 영향을 미치는 사실과 관련한 전략적 시사점도 도출하였다.

Important characteristics of business environment in 21 century are ‘global’ and ‘convergence’ As the convergence of broadcasting and telecommunications is accelerated recently, IPTV (Internet Protocol TV) as one of the most representative convergence media, provides diverse convergence services. However, there is a paucity of systematic empirical research on the characteristic of broadcasting and telecommunications convergence services. Therefore, this study attempts an empirical analysis of the effects of the characteristics of broadcasting and telecommunications convergence services on consumers’ usage intention by using the TAM (Technology Acceptance Model). First, through a systematic literature review, we identify three important characteristics of broadcasting and telecommunications convergence services - interactivity, variety of contents and personalized service. Furthermore, we construct a mediation effect model that suggests that these characteristics affect PU (perceived usefulness) and PEU (perceived ease of use) which in turn affect consumers’ usage intention. 243 ordinary consumers were selected as the subjects of this study. The results of hypotheses testing show that the effects of interactivity and variety of content on PU (Perceived Usefulness) are not supported, while the effect of personalized service on PEU is supported. On the other hand, the effects of interactivity and variety of content on PEU are supported, but the effect of personalized service on PEU is not supported. Even through both PU and PEU have significant effects on consumers’ usage intention, we found an imperfect mediation effects of PU and PEU. We also discuss some strategic implications of the finding that PEU has a meaningful effect on PU.

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

본 연구는 육군 장비정비정보체계의 사용에 영향을 미치는 요인을 실증하는 것이다. 선행연구 의 검토를 통해 분해된 계획행동이론(DTPB: Decomposed Theory of Planned Behavior)이 군과 같 은 비자발적 환경에서 정보체계 사용의도를 파악하는데 적절한 모델로 판단하였으며, 분해된 계획행 동이론을 기반으로 연구모형을 구성하였다. 설문조사는 육군 장비정비정보체계를 사용하는 266명의 군인 및 군무원을 대상으로 실시하였으며, 자료 분석은 통계 패키지인 SPSS와 AMOS를 사용하였 다. 연구결과 지각된 유용성과 사용 용이성은 태도에 영향을 미치지 못하는 것으로 나타났다. 동료와 상관의 영향은 주관적 규범에 유효하였으며, 자기 효능감은 지각된 행동통제에 영향을 미치는 것으로 나타났다. 본 연구의 결과는 장비정비정보체계의 사용을 촉진하고 향후 개발 전략에 기여할 것으로 판단된다.

This study is to investigate into the factors that influence the use of a military logistics information system in Korean army. We developed the research model based on DTPB (Decomposed Theory of Planned Behavior) because the DTBP is an appropriate model in a mandatary using environment through the study of previous technology-acceptance models. A questionnaire survey was conducted with Korean army solders and civilian components who use the army logistics information system and 266 valid questionnaires are recovered. The collected data were analyzed by SPSS and AMOS. The results show that perceived usefulness and ease of use did not affect the attitude of the use intention. The influence of colleagues and upper class officers was all satisfactory and computer self-efficiency affected perceived control of behavior. The results of this study will contribute to the further use of the military logistics information system and future development strategy.

Purpose: Artificial intelligence (AI) has had a profound impact on humanity; in particular, chatbots have been designed for interactivity and applied to many aspects of daily life. Chatbots are also regarded as an innovative modality in nursing education. This study aimed to identify nursing students' awareness of using chatbots and factors influencing their usage intention. Methods: This study, which employed a descriptive design using a self-reported questionnaire, was conducted at three university nursing schools located in Seoul, South Korea. The participants were 289 junior and senior nursing students. Data were collected using self-reported questionnaires, both online via a Naver Form and offline. Results: The total mean score of awareness of using chatbots was 3.49±0.61 points out of 5. The mean scores of the four dimensions of awareness of using chatbots were 3.37±0.60 for perceived value, 3.66±0.73 for perceived usefulness, 3.83±0.73 for perceived ease of use, and 3.36±0.87 for intention to use. Significant differences were observed in awareness of using chatbots according to satisfaction with nursing (p<.001), effectiveness of using various methods for nursing education (p<.001), and interest in chatbots (p<.001). The correlations among the four dimensions ranged from .52 to .80. In a hierarchical regression analysis, perceived value (β=.45) accounted for 60.2% of variance in intention to use. Conclusion: The results suggest that chatbots have the potential to be used in nursing education. Further research is needed to clarify the effectiveness of using chatbots in nursing education.

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

This article is about the Chinese consumer's research on the continued use of WeChat applet. The WeChat mini program is an improvement of the application technology. The technology that conforms to the user's lifestyle or ease of use will stimulate the user's motivation. So this paper explores this issue from the perspective of motivation theory. We used Chinese consumers as research objects, collected 380 valid questionnaires, and analyzed data with AMOS and SPSS.

In China sharing economy has attracted a great deal of attention, “sharing” gradually accepted by people and affect people’s consumption concept. Although the sharing economy platform has developed rapidly, but the market still has a lot of growth potential. This study based on car sharing services and literature try to find out what factor may affect consumer continuous usage intention. The result proved that consumer satisfaction and perceived value significance influence continuous usage intention.