마이크로블로그 서비스의 지속사용의도에 관한 연구

김경준 ( Gyung Jun Kim ),이호 ( Ho Lee ),손수민 ( Son Soo Min ) 한국정보시스템학회 2014 情報시스템硏究 Vol.23 No.1

Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for ‘me2day’ that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.

소셜TV 채택에 대한 통합 모델 연구: 지속사용 의도에대한 혁신확산이론, 기술수용모델, 혁신저항모델의 통합적 접근

윤승욱 ( Sung Uk Yun ) 한국지역언론학회 2016 언론과학연구 Vol.16 No.2

본 연구는 기술수용모델과 혁신확산이론, 그리고 혁신저항모델의 주요 구성개념을 통합하여 소셜TV 이용자들의 지속사용의도에 영향을 미치는 주요 요인들을 검토하였다. 분석결과에 바탕을 두고 주요 결과에 대해 간략히 제시하면 다음과 같다. 우선, 기술수용모델에 입각하여 인지된 유용성과 인지된 용이성이 소셜TV 지속사용의 도에 미치는 영향을 살펴본 결과, 인지된 용이성은 소셜TV 지속사용의도에 통계적으로 유의한 영향을 미치지 못하였으나, 인지된 유용성은 소셜TV 지속사용의도에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 다음으로 혁신확산이론에 입각하여 적합성, 복잡성, 시험가능성, 관찰가능성이 혁신저항에 미치는 영향을 살펴본 결과, 적합성과 복잡성, 시험가능성, 그리고 관찰가능성은 혁신저항에 통계적으로 유의한 부적 영향을 미치는 것으로 나타났다. 한편, 적합성, 복잡성, 시험가능성, 관찰가능성이 소셜TV 지속사용의도에 미치는 영향을 살펴본 결과, 적합성과 복잡성, 시험가능성은 소셜TV 지속사용의도에 통계적으로 유의한 영향을 미치지 못하였으나, 관찰가능성은 소셜TV 지속사용의도에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 그리고 혁신저항모델에 입각하여 지각된 위험이 혁신저항과 소셜TV 지속사용의도에 미치는 영향을 살펴본 결과, 지각된 위험은 소셜TV 지속사용의도에는 통계적으로 유의한 영향을 미치지 못하였으나, 혁신저항에는 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 마지막으로 혁신저항이 소셜TV 지속사용의도에 미치는 영향을 살펴본 결과, 혁신저항은 소셜TV 지속사용의도에 통계적으로 유의한 부적 영향을 미치는 것으로 나타났다. The purpose of this study examines key factors affecting continuance intention of social TV users by combining major features of Technology Acceptance Model, Innovation Diffusion Theory and Innovation Resistance Model. A summary of this study regarding analysis on major results is as follows ; First, with regard to perceived usefulness and perceived ease of use in Technology Acceptance Model affecting intention of continuous use in social TV, perceived ease of use fails to statistically affect continuance intention of social TV while perceived usefulness has a statistically positive influence on intention of continuous use in social TV. Second, regarding the effect of compatibility, complexity, feasibility and observation probability about innovation resistance based on Innovation Diffusion Theory, compatibility, complexity, feasibility and observation probability have a statistically neg ative effect on innovation resistance. Meanwhile, as the study examines compatibility, complexity, feasibility and observation probability affecting intention of continuous use in social use, compatibility, complexity, feasibility fail to statistically affect continuance intention of social TV while observation probability has a statistically positive influence on intention of continuous use in social use. Regarding perceived risk based on Innovation Resistance Model affecting innovation resistance and continuance intention of social TV, perceived risk fails to statistically effect continuance intention of social TV, while it has a statistically positive effect on innovation resistance. Lastly, with regard to innovation resistance affecting continuance intention of social TV, innovation resistance has a statistically negative influence on intention of continuous use in social TV.

태권도장 소셜네트워크(SNS)의 정보품질과 지속적 이용의도 간의 인과관계

김태운(Kim, Tae-Woon) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4

The purpose of this study was to investigate the study of multigroup moderating effects between taekwoodo place"s information quality and continuous use intention according to level of use satisfaction. The subjects of this study were collected 286 school parents of taekwondo place in Seoul and Kyunggi-region in Korea. The survey questionnaires were used to collect the data. The questionnaires for information quality of SNS had been developed by Kim(2011), use satisfaction had been developed by An(2012) and Nae(2010) et al., and continuous use intention had been developed by Kim(2013) and Jee(2012). The statistical methods such as corelational analysis and multigroup structural equation model analysis were used to analyze the collected data for the this research goal by Spss 21. version and Amos 21.0 version. From the analysis of the data, From the analysis of the data, the study reached the following conclusions : First, there showed in the casual relationship between the latest of information quality and continuous use intention. Second, There were showed in the casual relationship between the reliability of information quality and continuous use intention. Third, There were showed in the casual relationship between the understandability of information quality and continuous use intention. Forth, there they didn"t show in the casual relationship between the diversity of information quality and continuous use intention. Fifth, there were a broad distinction between information quality and continuous use intention according to high and low group of use satisfaction.

SNS 이용자특성이 지속적 이용의도에 미치는 영향에 관한 실증연구: 중국 웨이신(微信) 이용자를 대상으로

유헌 ( Xuan Liu ),이성준 ( Sung Joon Lee ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.3

Purpose: With the rapid development of science and technology, SNS program has already acted as an inseparable character of people`s daily life. To meet people`s individual requirements, there has been a lot of SNS programs on the market now. With the purpose to find out what kind of factors have influence on SNS user`s intention of continuous use, this study is empirically to examine the intention of continuous use of SNS by China SNS users` through self-traits, usage motivation, usage behavior, particularly focused on China Wechat users. Research design, data, and methodology: The questionnaire developed through the literature search and questionnaires were distributed to Wechat users, 240 copies of questionnaire survey were used for data collecting and following substantial analysis. This collected data was analyzed by using SPSS 22.0 and Amos 22.0. Before testing the hypothesis, confirmatory factor analysis was conducted to test the construct validity of measurement items. Hypothesis about interaction effects between variable was verified using regression analysis. Results: According to the results of confirmatory factor analysis and convergent validity analysis, not only users` self-traits but also usage motivation have been found a positive effect on the usage behavior. Based on these points and following analysis, the result should that users` self-traits have a positive effect on usage motivation. And usage behavior also has been identified a positively effect on the intention of continuous use. Conclusions: Many studies regarding the intention of continuous use showed that deep structure usage and cognitive absorption can be considered as mediums which connecting usage motivation and intention of continuous use. Based on these previous studies, it has been found out that SNS usage behavior influenced on the intention of continuous use in a positive approach. Therefor, in order to increase Wechat`s intention of continuous use through usage behavior, explicit attention should be payed on users` self-traits and usage motivation.

만족도와 지속이용 의도에 미치는 포털뉴스의 이용동기에 대한 고찰

이효성 한국지역언론학회 2019 언론과학연구 Vol.19 No.1

이용자들의 만족도와 지속이용의도에 미치는 포털 사이트 뉴스의 이용동기(흥미성, 편의성, 전문성, 상호작용성)의 효과에 관해 고찰했다. 결론적으로 흥미성과 편의성 차원의 이용동기는 만족도를 거쳐 지속이용의도에 영향을 미치는 것으로 나타났다. 전문성 이용동기는 만족도에 영향을 미치지 못했지만 지속이용의도에 직접 영향을 미치는 것으로 나타났다. 또한, 흥미성과 편의성 이용동기는 지속이용의도에직접 영향을 미치는 것으로 나타났다. 주목할 점은, 흥미성과 편의성 차원의 이용동기는 만족도를 거쳐 간접적으로 지속이용의도에 영향을 미쳤을 뿐만 아니라 지속이용의도에 직접적으로도 영향을 미쳤다는 점이다. 이같은 결과는 최근 포털 공간에서연성뉴스의 증가현상 및 편리한 모바일기기의 보급확산과 관련있을 것으로 생각된다. 흥미성이나 편의성 동기만큼 통계적 유의성이 크지는 않았지만 포털 뉴스의 전문성 이용동기가 지속이용의도에 직접 영향을 미친 것으로 나타난 점도 주목할만 했다. 결론에서는 주요 변인들 간의 관계와 관련된 함의에 대해 논의했다. The purpose of this study is to investigate the effects of use motives of portal site news (interest, convenience, professionalism, interactivity motives) on satisfaction and continuous use intention. In conclusion, the motives for interest and convenience uses were found to have influences on the intention of continuous use through satisfaction. The motives of professionalism use did not affect the satisfaction, but it directly affected the intention of continuous use. In other words, interest and convenience, along with professionalism, directly affected the intention of continuous use. It is important to note that the motives of interest and convenience not only indirectly influenced the intention of continuous use through satisfaction, but also directly influenced the intention of continuous use. These results may be related to the increase of soft news in portal site and the expansion of convenient mobile devices. It was also noteworthy that the motive of professionalism use of portal site news directly affected the intention of continuous use of the service, although the statistical significance level was not as big as the interest and convenience motives.

개인화 서비스요인이 사용자의 지속적인 이용의도영향에 미치는 연구: 유튜브의 기술수용모델을 중심으로

마리야오,권상희 한국언론정보학회 2020 한국언론정보학보 Vol.99 No.-

This study is about the influence relationship of personalization service using big data and algorithm on usage behavior. The technology acceptance model was applied to the personalization service of the design video platform “Youtube,” which analyzed the effect of personalization service on users. In order to verify all these research hypotheses,, 300 valid questionnaires is collected for the analysis. After the factor analysis and internal consistency test that were used to confirm the validity and reliability of each factor, structural equation analysis is conducted. The research model is proved to be appropriate to conduct structural equation analysis, so we tested the hypothesis through path analysis. As a result, personalized information and personalized space both have a positive influence on perceived ease of use and perceived usefulness, and through perceived ease of use and perceived usefulness they have a positive impact on continuous intention to use. The personalized information also haᄂ a direct impact on the continuous intention to use. On the other hand, personalized community have a positive impact on continuous intention to use through perceived usefulness, and personalized cross-sells have not positively influence on perceived ease of use, perceived usefulness, and continuous intention to use. With high attention focused personalization service, this study examined the effect of personalized service on media use by focusing on YouTube. This study has expanded the range of existing personalization research by verifying the effectiveness of personalized services in single-person media space that has not been covered in the past. Also, based on the theoretical framework of the technology acceptance model, each type of personalized service has a verified the influence on user’s intention to use. In addition, personalized information and personalized space have more influence on the user’s perception and continuous intention to use than personalized community or personalized personalized cross-sells, which provides practical implications for establishing a personalization service strategy to promote continuous intention to use.

라이브 커머스 서비스 품질 특성이 기술수용 변수를 매개로 지속이용의도에 미치는 영향

이승배 한국고객만족경영학회 2022 고객만족경영연구 Vol.24 No.1

The purpose of this study is to examine the effects of service quality characteristics on users' continuous use intentions with consumers who have placed orders using live shopping broadcasts in analyzing the live commerce market, which has been growing rapidly in the e-commerce market recently. To that end, the variables presented by the service quality model (SERVQUAL) and the integrated technology acceptance model (UTAUT) were adopted to analyze the elements necessary to increase live commerce users’ continuous use intention. Five factors comprising social presence, shopping host, convenience, merchantability, and reliability were adopted as independent variables based on the SERVQUAL model and personal innovativeness and social influence were adopted as parameters from the UTAUT model to analyze the influencing relationships with continuous use intentions using hierarchical regression analysis and three-step mediated regression analysis, and the study results are summarized as follows. First, according to the results of hierarchical regression analysis, with regard to the effects of service quality characteristics on continuous use intentions, shopping host, convenience, marketability, and reliability had significant positive (+) effects on continuous use intentions, but social presence had no significant effect. Second, the variable that has the greatest effect on continuous use intentions was marketability, followed by reliability, convenience, and shopping host in order of influence, and the effect of social presence was insignificant. Third, in the analysis of the mediating effects of personal innovativeness between service quality characteristics and continuous use intentions, partial mediating effects were shown between all of social presence, shopping host, convenience, marketability, and reliability and continuous use intentions. Fourth, in the analysis of the mediating effects of social influence, social influence was found to have partial mediating effects between the service quality characteristics (social presence, shopping host, convenience, marketability, and reliability) and continuous use intentions. In the social phenomenon where online commerce is becoming commonplace as non-face-to-face time increases after the COVID-19 pandemic, live commerce platform companies should focus on enhancing their marketability and improving the usability and convenience of their services. 본 연구는 최근 이커머스 시장에서 급성장하고 있는 라이브 커머스 시장을 분석하는 데 있어 쇼핑 라이브 방송을 이용하여 주문한 경험이 있는 소비자들을 대상으로 서비스 품질 특성이 이용자의 지속이용의도에 미치는 영향을 살펴보는 데 목적이 있다. 이를 위해 서비스 품질 모형(SERVQUAL)과 통합적 기술수용 모델(UTAUT)에서 제시된 변수를 채택하여 라이브 커머스 이용자의 지속이용의도 증대를 위해 필요한 요소가 무엇인지 분석하였다. SERVQUAL 모형을 바탕으로 사회적 실재감, 쇼핑호스트, 편리성, 상품성, 신뢰성 등 5개 요인을 독립변수로, UTAUT 모델에서 개인혁신성과 사회적 영향을 매개변수로 채택하여 위계적 회귀분석과 3단계 매개 회귀분석을 사용하여 지속이용의도와의 영향 관계를 분석하였으며, 연구결과를 정리하면 다음과 같다. 첫째, 위계적 회귀분석 결과 서비스 품질 특성이 지속이용의도에 미치는 영향에서 쇼핑호스트, 편리성, 상품성, 신뢰성은 지속이용의도에 유의한 정(+)의 영향을 미치지만, 사회적 실재감은 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 지속이용의도에 가장 큰 영향을 주는 변수는 상품성이며 다음으로 신뢰성, 편리성, 쇼핑호스트 순으로 영향을 주지만, 사회적 실재감이 주는 영향은 미미하다. 셋째, 서비스 품질 특성과 지속이용의도 사이에서 개인혁신성이 주는 매개효과 분석에서 사회적 실재감, 쇼핑호스트, 편리성, 상품성, 신뢰성 모두 부분 매개효과가 있는 것으로 나타났으며, 넷째, 사회적 영향의 매개효과 분석에서 서비스 품질 특성(사회적 실재감, 쇼핑호스트, 편리성, 상품성, 신뢰성)과 지속이용의도 사이에서 사회적 영향은 부분 매개효과가 있는 것으로 분석되었다. 코로나19 팬데믹 이후 비대면 시간이 늘어나면서 온라인 상거래가 일상화되어가고 있는 사회적 현상에서 라이브 커머스 플랫폼 기업들은 상품성을 향상시키고, 서비스의 유용성 및 편의성을 개선하는 데 집중해야 할 것이다.

모바일 간편결제의 속성과 지속적 사용의도: 사용자의 혁신성향에 따른 조절효과를 중심으로

고창현 ( Changhyun Go ),한은경 ( Eunkyoung Han ) (주)엘지씨엔에스(구 LGCNS 엔트루정보기술연구소) 2016 Entrue Journal of Information Technology Vol.15 No.1

스마트폰이 보급되면서 결제 방식 또한 변화하고 있다. 현재 전 세계에서는 모바일 간편결제라는 새로운 결제 방식을 주목하고 있으며, 그 시장 규모 또한 급속도로 성장하고 있다. 이에 본 연구에서는 모바일 간편결제 사용자를 중심으로 모바일 간편결제 속성을 도출하고 그 속성이 지속적 사용의도에 미치는 영향에 대해 살펴보았다. 나아가 모바일 간편결제 속성과 지속적 사용의도 간의 관계에서 개인의 혁신성향에 따른 조절효과를 고찰하였다. 연구 결과 모바일 간편결제 속성은 편의성과 과잉 소비 유발, 개인정보 유출, 사용의 번잡성, 결제의 안전성, 모바일 간편결제에 대한 신뢰로 나타났다. 모바일 간편결제의 속성 중 편의성과 결제의 안전성, 모바일 간편결제에 대한 신뢰는 지속적 사용의도에 긍정적인 영향을 미치는 것으로 밝혀졌다. 반면에 과잉 소비 유발은 지속적 사용의도에 부정적인 영향을 미쳤다. 개인의 혁신성향은 편의성, 결제의 안전성과 지속적 사용의도 간의 관계에서 조절효과가 있는 것으로 드러났으며, 개인의 혁신성향이 높은 경우 모바일 간편결제를 사용함으로써 느끼는 편리함에 따라 지속적 사용의도가 증가하는 반면에 사고 대응에 힘들다고 느낄수록 지속적 사용의도가 감소하는 것으로 나타났다. This study focused on exploring the attributes of mobile simple payment with its users, and then figuring out how those attributes influence on continuous intention to use. This study also investigated how the personal level of innovativeness moderates within the relationship between mobile simple payment and the continuous intention to use. The research results indicated that the attributes of mobile simple payment include convenience, trigger of excessive consumption, personal information leakage, complicatedness of use, safety for payment, and trust for mobile simple payment. Especially, convenience, safety for payment, and trust for mobile simple payment positively effect on the continuous intention to use. However, trigger of excessive consumption negatively affects the continuous intention to use. Personal innovativeness has moderating effect on the relationship between convenience, safety for payment and the continuous intention to use. When the level of personal innovativeness is high, the continuous intention to use increases as the users feel convenience by using mobile simple payment. However, on using mobile simple payment, as the users feel inconvenience to response an accident, it decreases their continuous intention to use mobile simple payment.

Influence of e-servicescape and Consumption Propensity of Eco-friendly Agricultural Specialized Internet Shopping Malls on Continuous Use Intention

Hee-Young Cho,Hoe-Chang Yang,Yoon-Hwang Ju 보안공학연구지원센터 2016 International Journal of Software Engineering and Vol.10 No.11

This study focused on most existing researches related to eco-friendly agricultural goods are subject to offline stores, but the area is to be widened to the internet shopping mall environment in this study. Also, the influence of e-servicescape and consumption propensity of customers using eco-friendly agricultural specialized internet shopping malls on emotional response and behavior intention of customers is to investigated. Based on this, the influence of consumption emotion, which was selected as a parameter, on mind share required to improve competitiveness of eco-friendly agricultural specialized internet shopping malls is to be revealed. As result of analysis in this study, it could be known that e-servicescape and consumption propensity both have positive influence on continuous use intention. Also, it was found that consumption emotion also has positive influence on continuous use intention. This means that consumers can increase continuous use intention through e-servicescape and consumption propensity of eco-friendly agricultural goods are subject to offline stores and can increase continuous use intention through the consumption emotion that is felt in consumer experience. Especially, regarding on which factor between e-servicescape and consumption propensity has more influence, only e-servicescape and consumption propensity showed influence on continuous use intention as result of inserting consumption propensity, e-servicescape, consumption propensity, and consumption emotion. As result of analyzing mediation effect, it could be known that consumption emotion is a more significant factor than consumption propensity from the result that consumption emotion partially mediates between consumption propensity and continuous use intention. However, mediation effect of consumption emotion between e-servicescape and continuous use intention was shown in which it could be known that e-servicescape was the most important factor. Therefore, it is considered that the eco-environment agricultural product market can create situations more developed than specialized internet shopping malls if eco-environment agricultural product specialized internet shopping malls are constructed and operated based on these research results in which it can be said in this part that this research provides theoretical∙ practical implications.

유튜브 콘텐츠 이용동기가 콘텐츠 몰입과 지속사용의도, 구전의도에 미치는 영향 : 농수산물 콘텐츠를 중심으로

김명진 서비스마케팅학회 2022 서비스마케팅저널 Vol.15 No.1

In this study, data were analyzed for consumers who had experience in exploring and using agricultural and fishery product information using YouTube channels to investigate the effect of YouTube's motivation on word of mouth, and the mediating effect of immersion and continuous use intention was identified. As a result of the study, the reliability and validity of the measurement model of social motivation, functional motivation, and playfulness motivation were verified based on the research results of previous studies. In addition, as a result of analyzing the causal relationship between YouTube's motivation to use and content commitment, it was found that functional motivation had a direct and significant effect on commitment. This means that immersion continues due to the need for information on agricultural and fishery products, reviews on this, and information on trends. As a result of analyzing the causal relationship between YouTube's motivation to use and channel continuous use, it was found that functional motivation and playfulness motivation had a significant effect. This means that not only the information on agricultural and fishery products but also the interest in the overall method of progress affects the intention to continue use. As a result of verifying the mediating effect of agricultural and fishery content immersion, continuous use intention, and word of mouth intention, this means that continuous content immersion affects the intention of continuous use and word of mouth by increasing the likelihood due to the continued use of YouTube content. Finally, as a result of verifying the mediating effect of content commitment and continuous use intention, it was found that playfulness motivation showed a mediating effect. This means that due to the nature of YouTube, interesting elements and contents that induce interest have a continuous influence and act as a mediating factor for this. Based on this, the following practical implications were presented. When using channel creators and contents as a means of marketing, it is necessary to understand the user's immersion in channel contents and the intention to continue using the channel. Functional motivation for YouTube requires accurate information on agricultural and fishery products and reviews. Finally, interesting and entertaining content itself cannot drive the improvement of word of mouth intention, but fun and interesting content allows users to focus on watching and the characteristics of these contents also improve word of mouth for agricultural and fishery products.