Earticle

본 연구는 메타버스 플랫폼의 수용과 사용, 그리고 확산으로 이어지는 이용자 행동을 살펴보기 위하여 수행되었다. 이를 위해 메타버스 플랫폼 ‘게더타운’ 사용 경험이 있는 이용자 323명을 대상으로 지각된 혜택요인(유용성, 정보접근 편의성, 사회적 정체성)과 지각된 희생요 인(콘텐츠 품질 위험, 기술적 노력, 혁신 저항)을 도출하고 이들이 지각된 가치에 미치는 영향을 살펴본 후, 지각된 가치가 사용률과 사용 다양성에 미치는 영향을 실증 분석하였다. 연구결과, 지각된 혜택요인 중 유용성과 정보접근 편의성이 지각된 가치에 긍정적인 영향을 미쳤으며, 지각된 희생요인 중 혁신 저항만이 지각된 가치에 부정적인 영향을 미치는 것으로 나타났다. 또한 지각된 가치는 사용률과 사용 다양성에 유의한 영향을 미치는 것으로 확인되었다. 이러한 결과는 메타버스 플랫폼의 확산을 위해 이용자들의 효율성과 접근성을 높일 수 있도록 노력해야 하며, 메타버스 플랫폼으로의 전환에 대해 발생하는 저항성을 낮출 방안을 찾는 것이 필요함을 시사한다. 본 연구는 가치기반수용모델과 사용-확산모델을 결합하여 이용자들의 메타버스 플랫폼 사용 행위에 대한 이해를 제공하였다는 점에서 학술적 의의를 찾을 수 있을 것이다. 또한, 플랫폼 사용에 실질적으로 영향을 미치는 요인들을 도출함으로써 메타버스 플랫폼의 마케팅 전략 수립에 도움을 줄 수 있다는 점에서 실무적 의의를 지닌다.

This study was conducted to examine user behaviors resulting from the adoption, usage, and diffusion of metaverse platforms. To achieve this, data was collected from 323 users who had experiences with the metaverse platform 'GatherTown'. The study aimed to identify perceived benefit factors (usefulness, information accessibility, social identity) and perceived sacrifice factors (content quality risk, technical effort, innovation resistance). After deriving these factors, the study explored their impact on perceived value and subsequently examined the empirical effects of perceived value on usage frequency and usage diversity. Results suggest that among the perceived benefit factors, usefulness and information accessibility had a positive effect on perceived value, and among the perceived sacrifice factors, only innovation resistance had a negative effect on perceived value. In addition, perceived value was confirmed to have a significant influences on usage frequency and diversity. The study contributes academically by combining the value-based adoption model and usage-diffusion model, providing insights into user behavior in metaverse platform usage. Practically, the study could help to formulate marketing strategies for metaverse platforms by identifying factors which influence actual platform usage.

This study takes a holistic approach to understand the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading digital converged application coupling media content with telecommunications, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived easeof-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users’ satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers’ intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.

본 연구는 스마트 스피커의 사용-확산을 결정할 수 있는 다양한 요인을 제안하고 이러한 요인들이 소비자 사용- 확산에 미치는 영향을 분석하고자 하였다. 스마트 스피커를 사용해 본 경험이 있는 중국 소비자 262명의 설문조사 데이 터를 수집하여 구조방정식 모형을 이용하여 분석하였다. 연구결과 스마트 스피커의 자동성과 적응성 모두 지각된 유용 성과 지각된 용이성에 유의한 영향을 미치는 것으로 나타났다. 다기능성과 호환성은 지각된 유용성에 영향을 미치는 반면 반응성은 지각된 유용성과 지각된 용이성에 영향을 미치지 않았다. 의인화는 지각된 유희성에 영향을 미치는 것으 로 나타났다. 지각된 유용성과 지각된 용이성은 모두 사용 다양성과 사용량을 향상시키고 지각된 유희성은 사용 다양성 에 영향을 주었다. 본 연구는 이러한 결과들을 통하여 스마트 제품의 디자인 및 마케팅 커뮤니케이션을 위하여 소비자들 에 대해 고려해야 하는 요소들을 이해하는데 도움을 줄 것으로 기대한다.

This study analyzed the impact of various factors on the use-diffusion of smart speakers. 300 survey responses of Chinese consumers were analyzed using structured models. The results show that both autonomy and adaptability had significant impacts on perceived usefulness and perceived easy of use. Multifunctionality and ability to cooperate affected perceived usefulness, while reactivity did not affected perceived usefulness or perceived easy of use. Anthropomorphism increased perceived enjoyment. Both perceived usefulness and perceived easy of use have been identified to improve the use-diffusion of smart speakers. Perceived enjoyment enhanced the variety of use. We expect these results help understand the factors that need to be considered for the design or marketing communication of smart products.

전통적으로 새로운 기술에 대한 사용과 확산은 수용적 관점에서 많은 연구자들에게 관심거리였으 며 신기술 수용후의 사용행동에 대한 설명을 위해 사용-확산(use-diffusion) 패러다임이 제시되었다. 본 연구는 새로운 마케팅 도구로서의 의료 웹사이트와 어플리케이션에 대한 소비자들의 사용유형 과 지속적 사용의도를 파악하기 위해 사용확산모형을 바탕으로 의료정보의 품질, 의료 웹사이트와 어플리케이션의 사용성, 개인의 혁신성, 주관적 규범 등 사용량과 사용다양성의 선행변수로 보았 다. 연구결과 주관적 규범이 의료 웹사이트나 어플리케이션의 사용량에 미치는 영향을 제외하고 모든 선행변수들이 사용다양성과 사용량에 영향을 미치는 것으로 나타났다. 이 사용량과 사용다양성의 사용유형은 의료 웹사이트와 어플리케이션이라는 새로운 의료 온라인마케팅 도구에 대한 지속적 사용과 유의한 연관성이 있음을 알 수 있었다.

The diffusion of new technology has traditionally focused on the adoption perspective. Researchers refer this use-diffusion paradigm to behaviors of use after adoption. This study intends to analyse the influential factors of use-diffusion and continual use of website and applications in medical service. To achieve this a use-diffusion model as a conceptual frame work is suggested. Medical information quality, personal innovativeness and subjective norm are assumed as antecedent variables medical website and application's rate of use, variety of use, and continued use intention as result variables. According to the empirical study results medical information quality, web based application usability, personal innovativeness, and subjective norm have a meaningful influence on medical service consumer's use-diffusion patterns. Also pattern of use influences the continued use intention. This study provides an opportunity to understand medical service consumer's behavior after website and application use adoption and suggests further directions for establishing medical service online marketing strategy by determining influential factors of use-diffusion and continued use of medical online marketing tools.

최근 통신 시장의 가장 큰 이슈는 스마트폰의 폭발적인 보급이다. 서비스경영에 있어 스마트폰이 이렇게 급속도로 보급될 수 있었던 이유는 기존의 공급자가 선정한 기능만을 탑재한 피처폰과는 달리 사용자가 개인의 취향에 맞춤화(customizing)되도록 구성하여 시간과 장소에 구애 받지 않고 즉시 온라인상에 접속 가능하게 되었다는 점이고 또 하나의 이유는 애플리케이션 때문이다. 본 연구는 서비스경영에 있어 모바일 애플리케이션의 각기 다른 편익 유형들이 사용량과 사용다양성에 어떤 영향을 주는지 실증적으로 파악하여, 모바일 애플리케이션의 사용확산 과정에 대해 고찰하며, 또한 편익유형 간에 사용-확산에 미치는 영향력에 차이가 있는지도 알아 보고자 하였다. 본 연구에 대한 분석 결과는 첫째, 편익 유형에 따라 사용-확산에 미치는 영향은 다른 것으로 나타났으며 둘째, 모바일 애플리케이션의 다양한 기능을 사용할수록 사용양은 증가한 것으로 나타났다.

One of the biggest recent issues in the communication market is the explosive distribution of smartphones. One of the reasons why a smartphone could have seen this rapid distribution in terms of the service management is because it enables the access to the Internet without getting restricted by place and time through customization by a user, unlike a feature phone which only has the existing functions mounted on that were already chosen by a suppler. The other reason is because of its applications. This study aimed to make an empirical investigation of the impact of each of the different convenience types of mobile applications on the usage and the use diversity, consider the process of use diffusion, and find out whether there is a difference in the effect of each convenience type on the use-diffusion. According to the findings of this study, it was firstly shown that the effect of each convenience type on the use-diffusion is different, and secondly, it appeared that the more various functions of the mobile applications are used, the more usage increases.

중국의 스마트폰 시장은 매우 급속한 성장을 이루고 있으며, 이동통신 서비스 공급자와 제조업체들에게 새로운 기회를 제공하고 있다. 그러나 이런 중요성에도 불구하고 중국의 스마트 폰 사용자에 대한 실증적 연구는 희소하다. 이에 본 연구는 스마트폰 기반의 이동통신서비스에 가입한 중국인 사용자들을 대상으로 이들이 지각하는 모바일 플랫폼 특성, 사용자-서비스 간 상호작용성 특성, 그리고 사용자 감성 특성의 변수들이 기술수용모델의 지각된 편리성과 지각된 유용성을 매개로 사용 확산에 미치는 인과적 영향관계를 분석하고자 하였다. 이러한 연구 목적을 달성하기 위하여 1:1 설문 방식을 통하여 데이터 수집이 이루어 졌으며 그 결과 총 589부의 설문지가 회수되었다. 회수된 설문은 구조 모델을 활용하여 통계적 분석을 시행하였다. 가설 검증 결과 일부 가설을 제외하고 대부분의 가설이 유의한 것으로 나타났 다. 상호작용성과 맞춤성은 지각된 편리성에 유의한 영향을 미쳤으며, 맞춤성과 오락성은 지 각된 유용성에 유의한 영향을 미쳤다. 그리고 지각된 편리성과 유용성을 매개로 사용 확산에 영향을 미치는 것으로 나타났다. 본 연구 결과를 통하여 중국 스마트폰 이용자의 특성 요인과 수용 확산간의 관계를 확인할 수 있었으며, 중국 이동통신시장을 이해할 수 있는 이론적, 실무적 시사점을 제공하고자 하였다.

Smart-phone service and device market in China have been growing very rapidly, which is giving new opportunities to both mobile service providers and IT manufacturers that want to go global. However there have been scanty researches on Chinese smart-phone users' behavior. The purpose of this paper is to identify and investigate the causal relationship of mobile platform characteristic, user-service interaction, emotional characteristics and use diffusion mediated by perceived ease of use and perceived usefulness, which are two main mediating variables of TAM model. A total 589 questionnaires are collected and analyzed to identify the relationship among variables in the model. Result of the analysis supported the causal relationship proposed in this study. Interactivity and customization affected perceived ease of use positively. Also customization and playfulness make a positive effect on perceived usefulness. The variable of use diffusion was mediated by perceived ease of use and perceived usefulness as expected. Some implications are presented upon the result of our analysis. Some limitations and future directions are also discussed.

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.

Objectives: This study examined diffusion and de-adoption of cardiovascular devices in Korea. Methods: Nationwide claims data (2010–2024) from the Health Insurance Review and Assessment Service were analyzed for drug-eluting stents (DES), bare metal stents (BMS), percutaneuous transluminal angioplasty (PTA) ballon, and percutaneous transluminal coronary angioplasty (PTCA) ballon. Annual trends were estimated using linear regression, and segmented regression was use to test changes before and after the 2014 policy change which removed stent limits. Results: Use of DES, PTA ballons and PTCA balloons increased steadily, with PTA balloons showing the fastest growth (CAGR 12%). BMS declined sharply (–26% CAGR), nearly disappearing after 2020. Segmented regression showed no significant policy effect on DES, while BMS decline slowed and remained downward after 2014. Regional use was concentrated in Seoul and Gyeonggi, and clinics rapidly adopted PTA balloons from 2018. Conclusions: Healthcare institutions showed rapid diffusion of new medical devices and selective de-adoption of older varieties. The 2014 policy reinforced existing patterns rather than creating new shifts. These results highlight the need for reimbursement and technology assessment policies that reflect regional and institutional heterogeneity.

헬스케어의 패러다임이 질병치료 중심에서 예방 및 관리 중심으로 변화함에 따라 자신의 건강을 관리하는 트렌드와 더불어 모바일 헬스케어의 성장세가 지속되고 있다. 모바일 헬스케어의 기술은 지속적으로 성장하고 있지만, 소비자의 수용 은 다소 부진하다. 이에 모바일 헬스케어와 관련된 다양한 연구가 진행되어 왔지만, 수용자의 특성을 고려한 연구는 부족한 현실이다. 따라서 본 연구에서는 모바일 헬스케어의 혁신 확산 요인이 이용의도에 미치는 영향 관계를 파악하고, 이 영향관 계에서 혁신 성향의 조절 효과를 검정하였다. 연구 결과 모바일 헬스케어의 상대적 유익성, 적합성, 관찰 가능성, 유용성이 이용의도에 영향을 미치는 것으로 나타났다. 또한 복잡성, 시험 가능성, 유용성이 이용의도에 미치는 영향 관계에서 혁신 성향의 조절 효과가 있는 것으로 나타났다. 본 연구는 혁신 성향이라는 개념을 이용하여 혁신 확산 요인과 이용의도와의 영향 관계에서 주요한 조절 변수임을 확인하였음에 시사점을 갖는다. 또한 모바일 헬스케어의 공급자 입장에서 소비자의 혁신 성향을 고려되어야 하는 요인임을 시사한다.

The technology of mobile healthcare is steadily growing, but acceptance of consumers is sluggish. Various studies related to mobile healthcare have been conducted, but studies on the characteristics of prisoners are lacking. Therefore, in this study, we examined the effect of diffusion factors of mobile health care on the intention to use, and examined the moderating effect of innovation propensity. The results show that the relative advantage, compatibility, observability, and usefulness of mobile health care affect the intention to use. In addition, the innovation propensity has a moderating effect on the influence of complexity, trialability, and usafulness on intention to use. This study suggests that the use of the concept of innovation propensity has been confirmed as a major control variable in the relationship between innovation diffusion factors and utilization intention. In addition, it suggests that consumers' innovation tendency is a factor to be taken into consideration for suppliers of mobile healthcare.

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 연구의 목적은 온라인 커뮤니케이션 채널들을 활용해 실시한 Hug AIDS 캠페인이 채택되고 확산되어 가 는 과정을 이해하기 위한 것이다. 분석한 결과, 온라인 메신저에 위치한 배너 광고는 사람들을 온라인 캠페 인 웹사이트에 방문하도록 유도하는 데 있어 가장 효과적인 수단이 되는 것으로 나타났다. 또한, 개혁확산이 론에서 제시하고 있는 채택자 범주 유형별로 캠페인 콘텐츠 확산 경로를 살펴본 결과, 채택자 범주별로 서로 다른 온라인 캠페인 확산 채널 사용 행태를 보이고 있는 것으로 나타났다. 구체적으로, 개혁확산이론에서 주 장하는 바와 같이, 개혁자들은 그들과 가깝거나 자신의 혁신적 성향으로부터 발생하는 가치에 대해 기대하 는 사람들에게 새로운 정보를 제공하고자 그들 자신이 보유하고 있는 네트워크(예: 개인 블로그 또는 개인 홈페이지)를 활용하여 Hug AIDS 캠페인 컨텐츠를 확산하고자 하는 것으로 나타난 반면, 다른 사람들은 개 인이 가진 네트워크 보다는 공적 네트워크(예:판도라 TV, 온라인 커뮤니티 등)를 사용하여 캠페인에 대한 정 보를 확산한 것으로 나타났다. 이러한 결과를 바탕으로 본 연구는 행동 변화를 위한 효과적인 HIV/AIDS 캠 페인의 개발을 위한 시사점을 제공하고자 하였다.

The purpose of this study is to understand the process through which a health campaign is disseminated through different online communication channels. An analysis of the survey data conducted to evaluate an online AIDS prevention campaign, “Hug AIDS” indicates that a banner ad placed on an online messenger was the most effective in promoting campaign participation. In addition, people in different adopter categories showed differential usage of online channels for disseminating the campaign. To accomplish this goal, those designated as innovators used their own networks to disseminate new information to others who are close and expected to value their innovativeness but others used public websites (e.g., PandoraTV, online communities). Also, the study discusses some implications for developing an effective HIV/AIDS campaign to promote behavioral change.

오팔(OPAL)세대가 이커머스 시장에 새로운 기회를 열고 있다. 이 연구는 혁신확산이론에 기초해 오팔세대 이커 머스 이용자와 비이용자의 인구사회학적 속성과 혁신성을 비교하고, 이 같은 개인 특성들이 이커머스 이용 가능성에 미 치는 영향을 살펴보았다. 연구 결과 오팔세대 이커머스 이용자는 비이용자보다 여성, 무소득층, 고소득층의 비중이 크며, 더 젊고, 교육 수준이 높은 특징을 보였다. 또한 기능적·쾌락적·사회적·인지적 혁신성이 높았다. 한편 오팔세대는 여성이 남성보다, 연령대가 낮을수록, 교육 수준이 높을수록, 기능적 및 쾌락적 혁신성이 높을수록 이커머스 이용 가능성이 큰 것으로 나타났다. 이 결과를 토대로 본 연구의 이론적 의의와 실무적 함의를 제시했다.

This study compared the sociodemographic characteristics and innovativeness of OPAL generation e-commerce users and non-users based on the innovation diffusion theory, and examined the effect of these personal characteristics on the availability of e-commerce use. The result showed that OPAL generation e-commerce users differed from non-users in gender, age, income level, education level, and functional, hedonistic, social and cognitive innovativeness. In addition, gender, age, educational level, functional and hedonistic innovativeness were found to be significant variables that determined the OPAL generation's use of e-commerce. Based on these results, we presented the theoretical and practical implications of this study.

Mobile payments have become a major payment method in China in a short period of time due to its convenience. This has gradually made the lives of Chinese consumers more mobile and improved their efficiency. In this regard, this study analyzed the current status of mobile payment usage in China based on the use diffusion model targeting 440 Chinese consumers. First, exploratory and confirmatory factor analysis was conducted to find out the influence and determinants of the spread of mobile payment use. As a result, it was classified into environmental creation, technology dependence, and technology anxiety. After that, the structural model was analyzed to verify the path hypothesis. As a result, environment creation and technical anxiety influenced the characteristics of mobile payment usage. And it was found that technology dependence, technology anxiety, and diversity among the characteristics of use had a significant effect on the diffusion outcome. In particular, technology anxiety has been shown to be an important factor that not only increases the spread and satisfaction of consumers, but also increases the intention to accept new technologies that will be introduced in the future. Therefore, research on consumer's technology anxiety is needed in the future, and this is expected to contribute to devising measures to increase consumer acceptance of technology.

Purpose: To achieve maximal safe resection during brain tumor surgery, functional image-merged neuronavigation is widely used. We retrospectively reviewed our casesin which diffusion tensor image (DTI)-merged functional neuronavigation was performed during surgery. Materials and Methods: Between November 2008 and May 2010, 123 patients underwent surgery utilizing DTI-merged neuronavigation. Anatomical magnetic resonance images (MRI) were obtained preoperatively and fused with DTI of major white matter tracts, such as the corticospinal tract, optic radiation,or arcuate fasciculus. We used this fused image for functional neuronavigationduring brain tumor surgery of eloquent areas. We checked the DTI images togetherwith postoperative MRI images and evaluated the integrity of white matter tracts. Results: A single white matter tract was inspected in 78 patients, and two or more white matter tracts were checked in 45 patients. Among the 123 patients, a grossly total resection was achieved in 90 patients (73.2%), subtotal resection in 29 patients (23.6%), and partial resection in 4 patients (3.3%). Postoperative neurologic outcomes, compared with preoperative function, included the following: 100 patients(81.3%) displayed improvement of neurologic symptoms or no change, 7 patients(5.7%) experienced postoperative permanent neurologic deterioration (additionalor aggravated neurologic symptoms), and 16 patients (13.0%) demonstrated transient worsening. Conclusion: DTI-merged functional neuronavigation could be a useful tool in brain tumor surgery for maximal safe resection. However, there are still limitations, including white matter tract shift, during surgery and in DTI itself. Further studies should be conducted to overcome these limitations.

Radio frequency identification(RFID) is a system of technology that transmitsdigitally coded identity information in the form of a unique serial number of anobject or person wirelessly, using radio waves. The primary use of RFID hasbeen in asset tracking. This makes it highly useful across various industries foreffective and efficient conduct of different business processes like supply chainmanagement (SCM). As the use of RFID expands, the use of this technology isobserved in such industries as transportation, traffic payment, hospital andmedical care, education, and retail. Although this technology offers immensepotential, it faces multifarious roadblocks, particularly in developing countrieslike India. Under this backdrop, this paper attempts to present an overview ofthe use and application RFID technology in India with a highlight onbusiness-ecosystem for RFID in India. We also present various technical andnon-technical challenges in the implementation of RFID in India.

South Korea is one of the most technologically advanced countries in the world, particularly in terms of computer use and broadband penetration rate. Although the overall proportion of the population using the Internet has been very high, people’s access to it have been generally unequal. In view of this, this paper examines the characteristics of Koreans’ Internet use and assesses inequalities in Internet use by examining survey data over the period between 2002 and 2007. The paper also analyzes the nature of information inequality on the basis of age, gender, education, occupation, and household income. What the paper finds is that the Korean situation closely resembles the typical international pattern in which the digital divide is narrowing: the access to the Internet had been highly uneven at first, but is becoming much more egalitarian.

Information and Communication Technologies (ICTs) are becoming increasingly prevalent in peoples’ daily lives due to the development and e-government initiatives. This research paper aims to identify and understand factors affecting the diffusion, adoption and use of e-services in a public sector organisation, in this case, Abu Dhabi Police Force (ADPF) in the United Arab Emirates (UAE). A qualitative approach involving 200 participants’ interviews was used in this study. The questions used in the interviews were based on a conceptual framework that applied certain constructs taken from Diffusion of Innovations Theory (DOI), Technology Acceptance Model (TAM) and e-Commerce’s Trustworthiness models. The research study results displayed that age, education, position within an organisation and job that an individual is involved with inhibit or encourage the use and adoption of e-services. The contributions from this research are anticipated to be a better understanding of the diffusion, adoption and use of e-services in the UAE region. For industry the findings offer a diverse perspective as they provide some information on the impacts of demographics in public sector organisations, something minimal in e-government and e-services research. Policymakers, particularly in the UAE and developing countries can learn of departments and personnel demographics where their efforts can obtain more success than others.

Objective : The purpose of this study was to retrospectively evaluate and compare the incidence of diffusion-weighted image (DWI) lesions between the Guglielmi detachable coil (GDC) and the Target coil for treating unruptured intracranial aneurysm. Methods : From 2010 to 2011, consecutive 222 patients with an intracranial aneurysm underwent coil embolization. Inclusion criterias were : 1) unruptured intracranial aneurysm, 2) one or more GDC or Target coils used with or without other coils, 3) DWI examination within 24 hours after coiling, and 4) coiling performed without a balloon or stent. Results : Ninety patients (92 cases) met the inclusion criteria. DWI lesions were detected in 55 (61.1%) of 90 patients. In the GDC group (n=44), DWI lesions were detected in 31 (70.5%). The average number of DWI lesions was $5.0{\pm}8.7$ (mean${\pm}$SD; range, 1-40) in aneurysm-related territory. In the Target coil group (n=48), DWI lesions were detected in 24 (50.0%). The number of DWI lesion was $2.1{\pm}5.4$ (range, 1-32) in aneurysm-related territory. There was no significant correlation between a number of coils and DWI lesions. No significant differences were also observed in the number of DWI lesions in each group. Conclusion : The GDC and Target coils, which have an electrolytic detachable system, showed no differences in the incidence of DWI lesion.

We fabricated organic-inorganic superlattice films using molecular layer deposition (MLD) and atomic layer deposition (ALD). The MLD is a gas phase process in the vacuum like to atomic layer deposition (ALD) and also relies on a self-terminating surface reaction of organic precursor which results in the formation of a monolayer in each sequence. In the MLD process, 'Alucone' is very famous organic thin film fabricated using MLD. Alucone layers were grown by repeated sequential surface reactions of trimethylaluminum and ethylene glycol at substrate temperature of $80^{\circ}C$. In addition, we developed UV-assisted $Al_2O_3$ with gas diffusion barrier property better than typical $Al_2O_3$. The UV light was very effective to obtain defect-free, high quality $Al_2O_3$ thin film which is determined by water vapor transmission rate (WVTR). Ellipsometry analysis showed a self-limiting surface reaction process and linear growth of each organic, inorganic film. Composition of the organic films was confirmed by infrared (IR) spectroscopy. Ultra-violet (UV) spectroscopy was employed to measure transparency of the organic-inorganic superlattice films. WVTR is calculated by Ca test. Organic-inorganic superlattice films using UV-assisted $Al_2O_3$ and alucone have possible use in gas diffusion barrier for OLED.

Purpose: Due to the impact of COVID-19, consumers prefer to use unmanned services without face-to-face and convenient and fast checkout, and the development of unmanned convenience stores provides new channels for consumers. Thus, we use the “7-11 X-Store” that has raised up and successfully operated in recent years to conduct in-depth discussions on consumers’ intention to use. Research design, data, and methodology: This research focuses on people’s use of 7-11 X-Store after the COVID-19 period, as the research object, and using online survey to collect samples. We collected 350 questionnaires and analysis on reliability, validity analysis, correlation analysis and path analysis by SPSS 26.0 and AMOS 24.0. Results: It can be concluded that there are positive impacts on both relative advantage and complexity based on perceived ease of use. Observability has no effect on the results of perceived ease of use. Dealing with perceived usefulness, relative advantage, complexity, and observability have a positive effect. Fifth, perceived risk has a negative effect on perceived usefulness and perceived ease of use. Perceived ease of use has a positive effect on perceived usefulness. Lastly, perceived usefulness has a positive effect on intention to use and perceived ease of use has a positive effect on intention to use. Implications: As a result, we confirmed that the core variable perceived risk can be effective to the intention of using 7-11 X-Store. It can be known that it has a negative impact on perceived ease use and perceived usefulness. Therefore, we suggest set up a more secure transaction system on the unmanned checkout system and improving the compatibility of the system with mobile phone when checkout. Overall unmanned stores will have great opportunities for development in densely populated countries in Asia, such as South Korea and Japan.