THE INFLUENCE OF SOCIO-DEMOGRAPHICS AND TECNOLOGY READINESS ON MOBILE DEVICE USE IN B2B DIGITAL SERVICES

Heli Hallikainen,Ari Alamaki,Tommi Laukkanen 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This research was conducted in order to examine the effects of user socio-demographics and recently introduced streamlined technology readiness index TRI 2.0 (Parasuraman & Colby, 2015) on mobile device use in B2B digital services. Mobile adoption has been studied from a consumer perspective, but to the best of the authors’ knowledge, very few studies explore mobile use in B2B markets. Mobile marketing is becoming a strategic effort in companies, as digital services not only in B2C but also in B2B sector are getting increasingly mobile (Leeflang, Verhoef, Dahlstr?m & Freundt 2014). This raises an interest to better understand the characteristics of those mobile enthusiasts who primarily use B2B services via a mobile device rather than via a personal computer. The study tests hypotheses with a large data set of 2,306 business customers of which around 10 percent represent these innovative mobile enthusiasts. Technology readiness is an individual’s propensity to embrace and use new technologies for accomplishing goals in home life and at work (Parasuraman & Colby, 2015; Parasuraman, 2000). Parasuraman and Colby (2015) recently introduced an updated version of the original Technology Readiness Index (TRI 1.0) scale called TRI 2.0 to better match with the recent changes in the technology environment. At the same time they streamlined the scale to a compact 16-item version so that it is easier for researchers to adopt it as a part of research questionnaires. Likewise the original scale, TRI 2.0 consists of four dimensions: optimism, innovativeness, discomfort, and insecurity. Optimism and innovativeness are motivators of technology adoption while discomfort and insecurity are inhibitors of technology readiness, and these motivator and inhibitor feelings can exist simultaneously (Parasuraman & Colby, 2015). Optimism is a general positive view of technology containing a belief that technology offers individuals with increased control, flexibility and efficiency in their lives. Innovativeness refers to a tendency to be a pioneer and thought leader in adopting new technologies. Discomfort reflects a perception of being overwhelmed by technology and lacking control over it. Moreover, insecurity reflects distrust and general skepticism towards technology, and includes concerns about the potential harmful consequences of it. As individuals differ in their propensity to adopt new technologies (Rogers, 1995), the authors propose that technology readiness influences mobile device use of B2B customers: H1: Optimism has a positive effect on mobile device use of B2B digital services. H2: Innovativeness has a positive effect on mobile device use of B2B digital services. H3: Insecurity has a negative effect on mobile device use of B2B digital services. H4: Discomfort has a negative effect on mobile device use of B2B digital services. The earlier literature argues that socio-demographic factors such as gender (Venkatesh & Morris, 2000; Chong, Chan & Ooi, 2012), age (Venkatesh, Thong & Xu, 2012; Chong et al., 2012; Kongaut & Bohlin 2016), education (Agarwal & Prasad, 1999; Chong et al., 2012; Puspitasari & Ishii 2016) and occupation (Okazaki, 2006) influence technology adoption behavior in general, and mobile adoption in particular. For example, men are nearly twice as likely as women to adopt mobile banking, and age is a negative determinant (Laukkanen, 2016). Higher educated use mobile devices more for utilitarian purposes, while lower educated use mobile devices more for entertainment (Chong et al., 2012). Moreover, research suggests that occupational factors influence mobile use (Okazaki, 2006). The authors hypothesize: H5: Males are more likely than females to use mobile device for B2B digital services. H6: Age has a negative effect on the use mobile device for B2B digital services. H7: Customers with higher education level have a higher likelihood for using mobile device for B2B digital services than customers with lower education level. H8: Occupation has an effect on the use mobile device for B2B digital services. The study tests hypotheses with a data collected among B2B customers of four large Finnish companies, all representing different industry fields. The large sample (n=2306) consists of procurement decision-makers all experienced with using B2B digital services. The sample shows that over 90 percent of the B2B customers are still using a computer (laptop or desktop computer) as their primary access device for digital services in their work. The sample divides between females and males in proportion to 46 and 54 percent respectively. University degree represents a majority with 42 percent, while only 2,7 percent of the respondents have a comprehensive or elementary school education. Over half of the sample represent top management or middle management with 24,6 and 28,4 percent respectively, while 9 percent are entrepreneurs, 21,2 percent represent experts, and 16,7 percent are officials or employess. Mean age of the respondents is 51,6 years, ranging from 18 to 81 years. The study uses logistic regression analysis with backward stepwise method in which the dependent variable is a dichotomous binary variable indicating the respondent’s primary access device for B2B digital services with 0=computer and 1=mobile device. As for the independent variables, the study measures individual’s technology propensity with recently introduced 16-item TRI 2.0 scale from Parasuraman and Colby (2015) using a five-point Likert scale ranging from Strongly disagree=1 to Strongly agree=5. The authors used confirmatory factor analysis to verify the theory-driven factor structure of the TRI 2.0 scale, i.e. optimism, innovativeness, discomfort, and insecurity. The analysis show that the measurement model for the TRI 2.0 scale provides an adequate fit and standardized regression estimates for all measure items exceed 0.60 (p<0.001) except for one item in discomfort (β=0.516) and one item in insecurity (β=0.480). After removing these two items the model shows an excellent fit with χ2=478.033 (df=71; p<0.001), CFI=0.965, RMSEA=0.050. Moreover, discriminant validity is supported, as the square root of the average variance extracted (AVE) value of each construct is greater than the correlations between the constructs (Fornell & Larcker, 1981). In addition, composite reliability values vary from 0.726 to 0.852 supporting convergent validity of the TRI 2.0 factors (Table 1). Thereafter, the factor scores of the latent factors showing sufficient internal consistency were imputed to create composite measures. These composite measures were used as independent variables in the logistic regression model. With regards to socio-demographic variables, age is measured as a continuous variable, while gender, education, and occupation are categorical independent variables in the model. The results of the logistic regression analysis show that innovativeness, insecurity, age, and occupation are statistically significant predictors of mobile device use in B2B services, supporting hypotheses H2, H3, H6, H8. The stepwise analysis procedure removed optimism (p=0.860), education (p=0.789), gender (p=0.339), and discomfort (p=0.159) from the model as they proved to be non-significant predictors of mobile device use. The results indicate that occupation is the strongest predictor for mobile device use in B2B digital services so that the top management has the greatest likelihood as the odds ratios of middle management, experts, and officials/employees are 0.610, 0.282, and 0.178 respectively. This means that, for example, the odds of the top management using mobile device as their primary channel for B2B digital services are 1.64 (1/0.610) times greater than the odds of the middle management, and 5.62 (1/0.178) times greater than the odds of the officials/employees. Interestingly the β-value for the entrepreneurs is positive indicating that their likelihood for mobile device use is even greater than the likelihood of the top management. However, the p-value (0.913) indicates that the difference is not statistically significant. With regards to age of the B2B customer, the results indicate a negative relationship with mobile device use. The odds ratio [Exp(β)=0.979] claims that the odds of a B2B customer to use mobile device as the primary channel for digital services decrease by 2 percent for each additional year of age. Regarding the TRI 2.0 constructs, the results show that innovativeness is a highly significant positive predictor for mobile device use, while perceived insecurity has a negative effect (Table 2). Literature suggests that B2B customers increasingly use mobile devices but yet little is known about those individuals most enthusiastic in using B2B digital services via a mobile device. Thus, the current study attempts to better understand those mobile enthusiasts who among the first have adopted mobile devices as their primary method to access B2B digital services. The results suggest that occupation is the most significant predictor of mobile use among B2B customers, implying that top managers are among the most likely to adopt and use mobile device for business services. Moreover, younger B2B customers use mobile devices more eagerly as the results suggest the likelihood for mobile device use degreases by 2 percent with every added year of age. The results further imply that out of the four TRI 2.0 dimensions innovativeness and insecurity influence in the mobile device use of B2B customers, innovativeness positively and insecurity negatively as the theory proposes. Innovativeness represents individual’s tendency to be a pioneer and thought leader in terms of technology adoption, while insecurity stems from the general skepticism and distrust of technology. These results imply that B2B customers who mainly access B2B digital services via a mobile device are open minded towards the possibilities new technologies can provide for them. Moreover, it appears that those B2B customers still accessing digital services primarily via a computer are more skeptical than mobile users towards technology in general. Compared to the use of mobile devices for individual purposes, business related use is more functional in nature, and thus, mobile devices and technologies must be convenient to use, offer real benefits for example in forms of mobility and portability, and be reliable in order for B2B customers to use them. Interestingly, our results do not support the effects of generally positive attitudes towards technology reflecting optimism, or discomfort of using technologies to influence mobile use among B2B customers. In addition, there are organizational factors (e.g. voluntariness of use) that the authors omit in the current study. These may limit the findings. Mobility will be a key driver in the ongoing digital revolution of marketing and sales. Understanding online behavior of mobile enthusiasts assists B2B marketing and sales leaders to plan and implement more effective mobile marketing strategies. Rogers (1995) has shown that the majority will follow the early adopters, and the adaptation cycle has even shortened during the last years (Downes & Nunes, 2014). Thus, mobile devices are evidently becoming the primary method in accessing B2B digital services.

Validating a Structural Model of Using Mobile Technology for Learning among High School Students

( Heoncheol Yun ),( Sanghoon Park ) 한국교육공학회 2020 Educational Technology International Vol.21 No.1

Despite the existing body of literature focusing on the effects of one-to-one mobile technology integration in teaching and learning, research discussed that the determinants of mobile technology acceptance and use in secondary school settings are still unclear. Hence, this study examined the extent to which determinants influence high school students’ behavioral intention to use one-to-one mobile technology for learning. The newly proposed model incorporated three additional constructs beyond those in the unified theory of acceptance and use of technology (UTAUT) model, including computer self-efficacy, attitude toward using technology and computer anxiety, as suggested by recent literature. Data were collected from 247 U.S. Midwestern high school students who participated in an online survey. Using a structural equation modeling approach, this study established construct validity for the nine-construct extended UTAUT model to assess high school students’ intention to use mobile technology. The results of structural relations in the proposed model showed that their behavioral intention to use mobile technology was significantly predicted by social influence and attitude toward using technology. Also, their strong behavioral intention and facilitating conditions were associated with frequent use of mobile technology in learning. Discussion, implications, and conclusion were addressed in this study.

DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG YOUNG MILLENNIALS

Reza Ashari Nasution,Dwine Fatimah Azzahra,Devi Arnita 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

모바일 테크놀로지 활용 교육을 위한 초등교사 역량 모델 개발 및 요구도 분석

한형종,김근재,권혜성,임철일 한국교육정보미디어학회 2019 교육정보미디어연구 Vol.25 No.4

The purpose of this study was to develop a competence model for elementary school teachers’ ability to optimize education using mobile technology effectively. Also, it was to identify which competencies should be considered first through the needs analysis. Using mobile technology in education can promote meaningful learning by facilitating learners’ activities and providing easy access to information. To utilize it more effectively, teachers in elementary school should have comprehensive competencies. Despite the significance of teachers’ competencies, there is a lack of research on comprehensively investigate and synthesize them. Using literature review, behavioral event interview, and Delphi method, the competence model was developed. For analysis on needs, the survey was conducted on 45 in-service teachers in elementary school who have used mobile technology in class. The Borich’s needs analysis and the Locus for Focus model analysis were utilized to confirm which competencies have the common priorities. As a results, there were the six main competencies as follows: ‘Using mobile applications and technologies’, ‘Teaching and learning based mobile technology’, ‘Promoting learning activity’, ‘Evaluation of mobile learning’, ‘Management of classroom and activity’, and ‘Management of mobile Information and Resource’. Also, twenty detailed competencies were developed. Through needs analysis for them, it was identified that checking and preparing the technical environment for using mobile tools, exploring the teaching and learning methods for using mobile tools, preventing the distraction through learners’ control, sharing and exchange of use cases, guiding ethics and information literacy should be considered preferentially in competencies. 본 연구는 모바일 테크놀로지의 효과적인 활용을 통해 최적화된 교육을 가능하게 하는 초등교사의 역량이 무엇인지를 종합하는 역량 모델을 개발하는 목적을 지닌다. 또한, 도출된 역량 중 우선적으로 무엇을 고려해야 하는지를 확인하고자 하였다. 모바일 학습은 학습자의 활동 촉진, 정보 탐색의 용이성 제공 등을 통해 유의미한 학습을 도모할 수 있다. 보다 효과적인 모바일 테크놀로지 활용 교육이 이루어지기 위해서 초등교사들은 모바일 테크놀로지의 교육적 활용을 가능하게 하는 역량을 지녀야 한다. 하지만 이상의 중요성에도 불구하고 초등교사들이 지녀야 하는 역량이 무엇인지에 대한 종합적 접근은 미흡하다. 연구 목적을 달성하기 위해 선행연구 검토, 행동사건 면담, 두 차례의 델파이 분석을 통해 역량 모델을 개발하였다. 이를 모바일 테크놀로지를 수업에 활용해 본 경험이 있는 총 45명의 현직 초등학교 교사를 대상으로 설문을 실시한 후 Borich의 요구도 분석과 The Locus for Focus 모델 분석을 실시하여 공통적으로 우선순위를 지니는 세부 역량이 무엇인지를 확인하였다. 연구 결과, ‘모바일 어플리케이션 및 기술 활용’, ‘모바일 테크놀로지 활용 교수학습’, ‘학습활동 촉진’, ‘모바일 학습 평가’, ‘수업 및 활동 관리’, ‘모바일 정보 및 자원 관리’ 총 여섯 가지의 주 역량에 포함되는 20개의 세부 역량을 개발하였다. 요구도 분석 결과 모바일 도구 활용을 위한 기술적 환경 점검 및 준비, 모바일 도구 활용을 위한 교수학습 방법 탐색, 학습자 통제를 통한 주의 분산 방지, 활용 사례 공유 및 교류, 윤리 및 정보 소양 안내의 세부 역량에 대한 접근이 우선적으로 이루어질 필요가 있음을 확인하였다.

자율주행 기술 기반 모빌리티 서비스 공간에 관한 연구 -공간 디자인을 중심으로-

심소이 ( Shen Xiaoyi ),김진성 ( Kim Jin Sung ) 한국기초조형학회 2021 기초조형학연구 Vol.22 No.3

1939년 세계 박람회에서 GM사가 처음으로 자율주행 콘셉트카라는 개념을 대중에게 공개한 이후로, 오늘날 자율주행 기술은 자동차 안에서 레저, 소비, 오피스 등 다양한 액티비티와 배송, 식사 등 사회적 서비스 기능이 가능한 모빌리티 서비스 공간으로 탈바꿈하였다. 최근 자동차 산업은 판매성적 부진, 친환경 정책으로 인한 제약, 과학기술의 발달이라는 상황에 직면하고 있다. 이에 자율주행 기술은 안전성, 지능화, 인간친화성 등의 특성으로 자동차 산업을 새롭게 활성화할 수 있을 것으로 기대되고 있다. 본 연구의 목적은 자율주행 기술을 바탕으로 디자인 맥락(design context)의 변화에 따른 모빌리티 서비스 공간에 대한 연구 모빌리티 서비스 공간의 타겟 이용자에 대한 연구를 통해 이용자의 특징과 자율주행 기술의 특징에 적용하고 모빌리티 서비스 공간을 디자인할 때 주의해야할 방법과 중점을 제시하여 향후 자율주행기술 기반 모빌리티 서비스 공간의 디자인을 위한 디자인 방법을 제공하였다.연구 방법으로는 데이터 분석을 통해 자율주행 기술의 발전 잠재력과 가치를 분석하여 모빌리티 서비스 공간을 분류하였다. 또한 이용자의 활동과 경험을 중심으로 자율주행 기술 기반 모빌리티 서비스 공간의 발전 상황을 밝혔다. 그리고 객관적인 데이터를 바탕으로 자율주행 기술 기반 타겟 이용자를 분석하여 이용자의 특징과 공간의 특징, 기술의 특징에 따른 디자인 방법을 도출하였다. 마지막으로 사례 분석을 통해 자율주행 기술 기반 모빌리티 서비스 공간의 디자인 원칙과 방법을 정리하여 향후 모빌리티 서비스 공간에 대한 시사점을 제시하였다. From 1939 when General Motors first spread the concept of autonomous driving to the public on a large scale at the World's Fair, autonomous driving technology has now evolved the car into a mobile service space where passengers can complete leisure, consumption, work and other activities in the car, while also having social service functions such as delivery, catering and so on. The traditional automotive industry is facing multiple impacts from sluggish sales growth, pressure from environmental policies and the rise of new technological forces. With its safety, user-friendliness and intelligence, autonomous driving technology can activate, reshape and revolutionize the automotive industry. In this study, the purpose is to make the overall research on the mobile space under the change of design context by using automatic driving technology. By analyzing and summarizing the target users of mobile service space and combining the characteristics of users and automatic driving technology, this paper puts forward the methods and key points that should be paid attention to, when designing mobile service space and provides design methods for the future design of mobile service space on the basis of on the automatic driving technology. In terms of the research methods, researchers analyzed the development potential and value of the autonomous driving technology through data analysis and classified the mobile service space. Focusing on the user’s activities in this paper, the summary and development of the mobile service space is studied on the basis of autonomous driving technology. Through the objective data analysis, the target users on the basis of the autonomous driving technology are determined and the design methods are analyzed and summarized in combination with the user characteristics, the spatial characteristics and technical characteristics. In the end, the design, rules and methods of the mobile service space on the basis of autonomous driving technology are summarized through the examples and the suggestions are put forward for the future development of the mobile service space.

북한이탈주민의 모바일 역량과 활용에 관한 연구: 일상생활 만족도와 지능정보사회에 대한 기대에 미치는 영향을 중심으로

김영미(Kim, Youngmi) 한국정보사회학회 2020 정보사회와 미디어 Vol.21 No.3

본 연구는 정보소외계층으로 간주되는 북한이탈주민의 모바일 역량과 활용과 그 영향에 대해 실증적으로 분석함으로써 북한이탈주민의 모바일 격차를 해소하기 위한 시사점을 제시하는 것이다. 분석을 위해 한국정보화진흥원의 ‘2019 디지털정보격차실태조사’ 중 북한이탈주민 조사 원(Raw) 자료를 활용하였으며 총 460명의 샘플을 사용하였다. 주요 변수간의 관계를 구조방정식 모형을 활용하여 분석한 결과 ‘모바일 역량’과 ‘신기술에 대한 태도’는 ‘모바일 활용’에, ‘모바일 활용’은 ‘일상생활 만족도’와 ’지능정보사회에 대한 기대’에, ‘일상생활 만족도’는 미래 ‘지능정보사회에 대한 기대’에 통계적으로 유의미한 영향을 미치는 것으로 나타났다. 그러나 ‘사회적 자본’과 ‘모바일 활용’ 사이에서는 유의미한 관계를 찾을 수 없었다. 본 연구의 시사점은 다음과 같이 요약될 수 있다. 첫째, 질적인 차원에서 북한이탈주민의 정보격차를 없애려면 그들의 모바일 역량을 제고하고 활용을 높이기 위한 정부 및 NGO의 정보화교육이 지속적으로 이루어져야 한다. 둘째, 평소에 북한이탈주민들이 새로운 디지털 기술에 노출되는 기회를 늘려야 하며, 스스로도 자기계발에 힘써야 한다. 셋째, 북한이탈주민들의 모바일 활용을 높이기 위해 이동통신사업자들도 사회적 가치 실현의 차원에서 적극 참여할 필요가 있다. This study investigates the mobile divide among the traditionally underprivileged North Korean refugees by examining their mobile utilization capacities. Understanding the degree of their mobile capacity and utilization is essential in bridging the emerging digital divide and establishing policies that can provide practical help and support. 460 samples of refugees were obtained from ‘The Report on the Digital Divide’ jointly published by the Ministry of Science and ICT and the National Information Society Agency and analyzed using structural equation modeling. The correlation among variables including ‘mobile capacity’, ‘attitude towards new technology’, ‘social capital’, ‘mobile utilization’, ‘life satisfaction’, and ‘expectation towards intelligence information society’ were analyzed. Results indicated that ‘mobile capacity’ and ‘attitude towards new technology’ positively influenced ‘mobile utilization’, while ‘mobile utilization’ positively influenced ‘life satisfaction’ and ‘expectation towards intelligence information society.’ Furthermore, the current level of ‘life satisfaction’ was found to positively influence the future level of ‘expectation towards intelligence information society.’ Nonetheless, no statistically significant relationship was found between ‘social capital’ and ‘mobile utilization.’ The results suggest several meaningful implications. First, the impact of mobile capacity on mobile utilization signals to the existence of a qualitative mobile gap. Thus, government agencies and NGOs ought to provide extensive ICT related educational programs to North Korean refugees in order to enhance both mobile capacity and utilization among the population. The government should expand operation of the citizen mentoring program and carefully conduct one-to-one training to those who need ICT related education. Second, since attitude towards new technology positively influences mobile utilization, refugees should be offered with opportunities to encounter digital technologies in their everyday lives. It is advised to activate events in which refugees can experience digital possibilities and use local public libraries as digital hubs. Furthermore, the refugees themselves must strive to improve their understanding of these new technologies. Third, as mobile utilization positively impacts life satisfaction and expectation towards intelligent information society, mobile carriers ought to be actively involved in the process of re-educating refugees, especially in terms of corporate social responsibility. Providing education for online and offline users through mobile telecommunication agencies and websites or expanding opportunities to visit mobile communication technology exhibitions is also necessary. Finally, as mobile utilization is more urgently needed in the situation of the COVID-19 pandemic, proactive measures tailored to the untact era should be promptly taken for everyday lives as well as in the educational arena. This research has some limitations, namely that the statistical analysis neglects the qualitative aspects of mobile utilization among North Korean refugees. Future studies should aim to examine the side effects or adverse effects of mobile utilization including mobile addiction or excessive mobile dependency among refugees. A comparison study between the refugees who have experienced mobile utilization in North Korea and the ones who first encountered it after coming to South Korea can be conducted for future research.

Analysis of the Impact of Mobile Office Technology on Organizational Collaboration

Cho, Namjae,Yoon, Joongsik,Park, Songmyung Korea Data Strategy Society 2015 Journal of information technology applications & m Vol.22 No.1

The rapid deployment of smart mobile equipments such as mobile phones and mobile note pads is considered a driving force to change several aspects of today's work life in organizations. Among all, this paper focuses on organizational collaboration as collaboration is a key aspect of organizational performance and success and is considered to be affected by digitally mediated communication. A questionnaire survey was performed to analyze the impact of the use of modern mobile office technology on productivity increase under the context of organizational collaboration. Some specific functions of mobile office technology were found to significantly affect the productivity. In addition, different requirements for desired collaboration were found to be associated with the use of different functions of mobile office technology and different situational use of the technology. Organizational and technical implications of the findings are discussed.

Evaluation of functionality and added value factors to the usage on mobile telecommunication services

An Sik Kim,Young Sam Oh 한국유통과학회 2017 KODISA ICBE (International Conference on Business Vol.2017 No.-

Purpose - A view point of other aspect that identifies the reasons why the acceptance or adoption of mobile services are a key factors for the success of different dimensions involved in the mobile telecommunication industry. And the prevalence of mobile services can be represented as not only being dependent on technology enhancement. The Technology Acceptance Model(TAM) and its extended models are much related with the user intention studies. This paper purpose to provide a brief understanding of usability and its extended models with TAM as well as in determining additional determinants which had been suggested in previous works for mobile services. Research design, data, and Methodology - Empirical data was collected by conducting an field survey of potential mobile application service users. In order to increase the response rate from mobile application service users, mobile application users are relatively young and generally well educated students. Therefore, the call for participation was also made in mobile-related application issues were widely discussed. Result - The effect of perceived ease of use on perceived usefulness. This result is consistent with those of previous studies. It also implies that mobile service providers need to consider the ease of use of services when identifying the application with added value services that can offer practical values to customers. The effect of usefulness and ease of use on attitude. Both of them had significantly positive influence on attitude. Thus, customers adopt more positive attitudes toward adoption of services when they perceive higher usefulness and ease of use of mobile application added value services, Conclusion - In this study, result is consistent with the finding of technology acceptance model. This study indicates that customers who are more inclined to try new products or who have a higher demand for new things think about that functionality and added value mobile application services are usefu

A Study on the Diffusion of Mobile Payment Usage in China : Focusing on the Use Diffusion Model

Wei Wei Jiang,왕다운,최혜경 사단법인 미래융합기술연구학회 2021 아시아태평양융합연구교류논문지 Vol.7 No.9

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.

User Experience and the Multi-Stage Adoption of Mobile Apps

Kim, Ambrose,Kim, Kyoung-jae Korea Data Strategy Society 2014 Journal of information technology applications & m Vol.21 No.2

The adoption of technology has always been of interest to academicians and practitioners of the field of Management Information System. This is so because without proper and adequate adoption, technology-no matter how beneficial or advanced it may be-will be of little value to users. Numerous researches, such as the researches of the Technology Acceptance Model (TAM) or the Unified Theory of Acceptance and Use of Technology (UTAUT), had been conducted to understand the human nature in association with the adoption or rejection of technologies that have bombarded the users. The coming of smart technologies (i.e., smart phones and devices), however, seems to have fundamentally changed the environment for adoption. The ubiquity combined with mobility of technology, especially when it comes to mobile apps, seem to make the old PC era of two-stage-pre and post-adoption models obsolete. A new model of adoption that identifies the determinants of technology acceptance and continuance is needed for the smart age. To this end, this paper undertakes an empirical study, by analyzing 229 users of Social Networking Service (SNS) mobile apps, to identify the role of user experience on the multi-stage adoption of technology, and provides results that User Experience (UX) plays the crucial role of bridging the separate stages of pre and post adoption of technologies. The paper concludes by providing practical implications of the new model as it relates to mobile apps and technologies, and recommendations for further studies to get a better understanding of technology adoption in the smart age.