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신뢰와 통합기술수용모형을 적용한 NFC 서비스의 지속적 사용의도에 대한 연구
정희정(Chung, Hee Chung),정남호(Chung, Namho),구철모(Koo, Chulmo) 한국서비스경영학회 2016 한국서비스경영학회 학술대회 Vol.2016 No.5
Recently many exhibitions have introduced new information technology for their visitors’ useful experience. However, there is little research that has investigated this phenomenon. Thus, this study explains the process of continuous adoption of near field communication (NFC) service as new information technology by the users of exhibition visitor. We employed UTAUT model incorporating the concept of trust, and then we proposed comprehensive research model. Though on-site survey, this study collected 310 samples from those using NFC service in an exhibition and analyzed the data. This study found that performance expectancy, effort expectancy, social influence had influence on NFC service continuous intention of use. Additionally, trust had an influence on performance expectancy. These findings have theoretical and practical implications.
Does Trust Matter to Use Hotel Service Robot in COVID-19 Pandemic?
Hee Chung Chung,Namho Chung Smart Tourism Research Center 2023 Journal of smart tourism Vol.3 No.2
Because of increasing anxiety about infectious diseases and the demand for contactless service caused by the COVID-19 pandemic, it has become crucial for the tourism and hospitality sector to understand customers' psychological mechanism of contactless service during and post COVID-19. Thus, this paper proposes a conceptual model by integrating trust in the framework of the behavioral immune system. Interestingly, our study found that anxiety about infectious diseases during the COVID-19 pandemic has not only increased hotel customers' desire for contactless service and changed their behavioral intentions, but it has also impacted customers' trust in hotel service robots. Therefore, irrespective of how the hotel service environment changes, trust in technology has become the most fundamental factor for hotel customers' attitudes toward adopting technology. Based on the results, this paper provides salient theoretical and practical implications.
호텔 고객의 비대면 서비스 이용의도의 영향요인에 대한 연구
정희정 ( Hee Chung Chung ),구철모 ( Chulmo Koo ),정남호 ( Namho Chung ) 한국지식경영학회 2021 지식경영연구 Vol.22 No.3
정보통신기술의 발달과 코로나19는 호텔산업에 이례적인 변화를 불러일으켰고, 호텔 고객들의 서비스 로봇과 같은 비대면 서비스에 대한 수요가 급증하였다. 이에 본 연구는 혼합분석기법을 적용하여 호텔 고객의 비대면 서비스에 대한 인식을 조사하고자 한다. 구체적으로 본 연구는 구조방정식모형을 통해 변수들간의 상관관계를 파악하였으며, 나아가 퍼지셋 질적 비교 분석 기법을 적용하여 비대면 서비스를 제공하는 호텔 이용의도를 형성하는 변수들의 패턴을 도출하였다. 분석결과, 서비스 경험 공동창출, 즐거움, 개인화 그리고 신뢰가 비대면 서비스 이용욕구를 거쳐 이용의도에 유의한 영향을 미치는 것으로 나타난 반면에, 퍼지셋 질적 비교 분석 방법에서는 도출된 모든 패턴에서 즐거움이 핵심 요인으로 도출되었다. 이러한 분석결과를 토대로 본 연구는 호텔 고객의 비대면 서비스에 대한 심도 있는 이해를 위한 학술적 근거를 제시하였으며, 호텔 매니저들에게 위드 코로나 시대에 비대면 서비스 전략에 대한 구체적인 가이드라인을 제시하였다. The development of information and communication technology and COVID-19 have caused an unusual change in the hotel industry, and the demand for the contactless services such as service robots from hotel customers has surged. Therefore, this study investigates the perception of hotel customers on contactless services by applying a mixed-method analysis. Specifically, this study identified the causal correlations between variables through the structural equation model, and further applied the fuzzy set qualitative comparison analysis to derive patterns of variables that form the intention to use the non-face-to-face services. As a result of the analysis, it was shown that service experience co-creation, palyfulness, personalization, and trust had a significant effect on intention to use through the contactless service use desire. On the other hand, in the results of fuzzy-set qualitative comparison analysis, playfulness was derived as a core factor in all patterns. Based on these analysis results, this study provides academic basis for in-depth understanding of hotel customers' perception of contactless service and specific guidelines for hotel managers on the contactless service strategies in the era of COVID-19 pandemic.
유용한 온라인 리뷰에서 어느 것이 더 중요한가? 휴리스틱-체계적 모델 관점
정희정 ( Hee Chung Chung ),이현애 ( Hyunae Lee ),정남호 ( Namho Chung ),구철모 ( Chulmo Koo ) 한국지식경영학회 2018 지식경영연구 Vol.19 No.4
Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.
관광객의 정보탐색행동이 관광경험에 미치는 영향: 정보시스템성공모형과 감정일치가설 관점
정희정(Hee Chung Chung),양성병(Sung-Byung Yang),정남호(Namho Chung) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.5
With the recent rapid development of Information and Communications Technologies (ICTs), ICTs play an important role in helping tourists create an enhanced and customized tourism experience. Therefore, it is now difficult to exclude information search activities using ICTs in understanding tourism experiences of tourists. That is, in the era of smart tourism, it is an important research area to investigate the satisfactory experiences and positive behavioral intentions of tourists who use smart devices in a free manner. Therefore, this study aims to grasp the effect of user satisfaction on tourism experience, place attachment, and e-WOM by integrating the information system success model and the affective congruence hypothesis. To this end, this study obtained 172 valid sample through an online survey and used them for analysis. As a result of analysis, this study found that information quality, system quality, and interface design quality have a positive effect on user satisfaction. Further, this study proved that user satisfaction has a positive effect on tourism experience satisfaction, and then in turn, tourism experience satisfaction has a positive effect on place attachment and e-WOM. With these results, this study provides several academic and practical implications.
Namho Chung 한국경영정보학회 2010 한국경영정보학회 학술대회논문집 Vol.2010 No.1
Theories on users’ prior adoption of shopping agents employing personalization technology should reflect users’ affective factors as well as cognitive beliefs in accordance with the technology’s essential traits. Therefore this study aims to explain users’ adoption of shopping agents considering cognitive and affective factors centered on trust. In particular, to this end, users’ familiarity with shopping agents and the information overload provided by them will be taken into account at the same time. In the meantime, in adopting shopping agents, some users have the purpose of improving the current status in order to obtain satisfactory results and conditions, while others have the motive to sustain the current goal in order to prevent unwanted conditions from occurring. Accordingly, users’ behavior of adopting shopping agents was explained by applying regulatory focus theory in order to reflect their adopting motives.
Examining the Relationship Between Social Networking Sites Use and Tourism Experience
Namho Chung,Tyan Inessa,Chulmo Koo 한국호텔외식관광경영학회 2015 한국호텔외식경영학회 학술발표논문집 Vol.- No.-
Nowadays more and more travelers are becoming active members of SNS and are tending to use SNS during different trip stages. Thus, SNS use allows their members to find a great variety of travel-related information, share travel experiences by posting various pictures, photos, and travel blogs, tag photos, and read and leave comments on network friends" posts. Getting tagged in the friends" photos or getting some positive comments, the travelers using SNS can perceive social support from both friends and other network members and obtain positive emotions triggering from the maintaining the relationship with family members and close friends or sharing opinions and ideas with people with similar interests. All this can change and shape the overall tourism experience of the travelers. The significance of this study can be understood in the light of scarcity of the studies on the relationship between SNS use and tourism experience. This research attempts to fill the gap in the understanding a SNS"s role in the tourism experience through investigating the mediating effects of perceived social support, positive emotions, and commitment. The study aims to provide theoretical contributions by shedding light on the comprehension of the importance of perceived social support, positive emotions, and commitment in the relationship between SNS use and tourism experience, as well as practical contributions by giving some clues for tourism marketers about an effective use of SNS in enhancing the overall tourism experience.