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.

통합기술수용모형과 신뢰를 이용한 박람회 NFC 서비스 수용 고찰

정희정(Chung Hee Chung),구철모(Koo Chul mo),정남호(Chung Nam ho) 대한관광경영학회 2017 觀光硏究 Vol.32 No.2

최근 기술의 발전에 따라 관람객의 유용한 경험을 위해 많은 박람회에서 새로운 정보기술을 도입하고 있다. 그러나 박람회의 정보기술 중 NFC 도입에 관한 연구는 매우 드물다. 따라서 본 연구는 최근 박람회에서 주로 도입하고 있는 정보기술 중 하나인 NFC(Near Field Communication) 서비스 기술에 대한 관람객들의 지속적인 사용의도를 통합기술수용모형과 신뢰를 결합하여 파악하고자 한다. 본 연구는 2013 오송 국제 화장품·뷰티 박람회의 관람객을 대상으로 총 310부의 표본을 수집하여 분석에 사용하였다. 분석결과, 성과기대, 노력기대, 사회적 영향이 NFC 서비스의 지속적인 사용의도에 유의한 영향을 미치는 것으로 나타났다. 또한 NFC 신뢰는 성과기대에 유의한 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 본 연구는 이론적, 실무적 시사점을 제공한다. Recently, as technology advances, 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 an influence on NFC service continuous intention of use. Additionally, trust had an influence on performance expectancy. These findings have 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.

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.

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.

박람회 참관객의 Big 5 성격특성과 조직지원이 박람회 만족도에 미치는 영향

정남호(Nam Ho Chung),한희정(Han Hee Jeong),이경전(Kyoung Jun Lee),전정호(Jung Ho Jun) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.3

Helped by the accumulation of Information Technology (IT), the smart era is here. The tourism industry has been quick to become part of the new era using smart IT. In particular, the exhibition and convention industry has begun to use near field communication (NFC), which allows visitors to have the experience of a smart exhibition. The experiences of visitors are primary in these industry. The usage experience of new IT could be affected by visitors` personalities and by organizational support. However, there is relatively little research that has explored it. Thus, this study combined experiential value and big five personality theory, and empirically examined visitors` personalities and the organizational support for NFC, to test how these factors influence visitors` satisfaction with an exhibition through playfulness value and NFC satisfaction, when exhibition visitors used NFC. Through an onsite survey, this study collected 395 samples from those using NFC in an exhibition and analyzed the data. The study found that openness, agreeableness, conscientiousness, and the organizer`s support for NFC had an influence on NFC satisfaction. Additionally, this NFC satisfaction had a significant effect on exhibition satisfaction. Based on these results, the theoretical implication is that this study explains the visitors` NFC satisfaction and exhibition based on the experiential value and big five personality theory. The practical guidelines is that there is a need in NFC contents to reflect various visitors` personalities and the importance of organizational support.

소셜커머스 환경에서 외식상품 소비자의 기술준비도가 구매의도에 미치는 영향

정남호(Chung, Namho),송효근(Song, Hyo-Geun) 한국호텔외식관광경영학회 2014 한국호텔외식경영학회 학술발표논문집 Vol.2014 No.12

Social commerce is a shopping platform which generate sales sharply and become a issue recently with a development of mobile technology. Although there are so many people who purchase restaurant product in social commerce, the previous research on the social commerce is rare in restaurant context. This study examined the effect of restraurant products purchaser"s technology readiness (TR) on purchase intention in social commerce and mediating role of shopping value. The authors divided a dimension of TR into optimism, innovativeness, discomfort and insecurity, and a dimension of shopping value into utilitarian shopping value and hedonic shopping value. The authors surveyed restaurant product purchaser in social commerce and conducted structural equation model analysis based on the result from the survey by using AMOS. Then, the results revealed that both innovativeness and insecurity influence in utilitarian shopping value and hedonic shopping value. Optimism, however, only influence on utilitarian shopping value. Also, the result verified that utilitarian shopping value and hedonic shopping value have an association with intension to purchase of restaurant product in social commerce. This result expanded the scope of TR and shopping value in literature academically in restaurant study. Furthermore, practical implication for marketing practitioners who have interesting TR were followed.

전시장 참관객의 계획되지 않은 방문행동에 있어서 부스추천시스템의 영향에 대한 연구

정남호(Namho Chung),김재경(Jae Kyung Kim) 한국지능정보시스템학회 2011 지능정보연구 Vol.17 No.4

체험경제요인이 지식기반 모바일 증강현실의 수용에 미치는 영향: 쾌락적 정보시스템 관점

정남호 ( Nam Ho Chung ),이현애 ( Hyun Ae Lee ),구철모 ( Chul Mo Koo ) 한국지식경영학회 2013 지식경영연구 Vol.14 No.5

소셜커머스 웹 활동에서 외식상품 소비자의 기술준비도가 구매 의도에 미치는 영향

정남호(Chung, Nam-Ho),송효근(Song, Hyo-Geun) 한국호텔외식관광경영학회 2015 호텔경영학연구 Vol.24 No.3