마음챙김이 정보기술의 지속이용에 미치는 영향 : 스마트워치의 지속이용 중심으로

김현모(Hyun Mo Kim),방영영(Ying Ying Pang) 한국IT서비스학회 2019 한국IT서비스학회지 Vol.18 No.5

The application of mindfulness is increasing in corporation for business innovation. However, the influence of mindfulness has not been confirmed for employee in detail. Mindfulness is the awareness that arises from paying attention in the present. We often experience uncertainty abounds about what the information technology is, how well it works in the process of using information technology. According to the definition of mindfulness, mindfulness can deepen employee’s thoughts and understanding of information technology and will provide a clue to the solution of the issue. This study focusses on impact of mindfulness on IT usage behavior, particularly on IT continuance usage. Research question of this study is whether mindfulness impact perceived factors related to IT continuance usage. The study of relationship between IT and mindfulness will have meaningful results because both IT and Mindfulness are aimed at corporate innovation. Based on most recent theory in IT continuance usage, called by Decomposed Expectation- Disconfirmation Model, we established hypotheses and examined the impact of mindfulness on perceived factors in process of IT continuance usage. For empirical analysis, we collected 303 employee samples and conducted Structural Equation Modeling for path analysis. We showed that mindfulness has a positive impact on perceived usefulness, usability and usefulness confirmation, usability confirmation. We also confirmed that antecedent of satisfaction is perceived usefulness, perceived usability and usefulness confirmation, usability confirmation, and satisfaction is the cause of IT continuance usage. We suggested academic and practical implication based on empirical analysis results. In academic perspective, we found the role of mindfulness in process of IT continuance usage. From practical point of view, we suggest to use of mindfulness program for IT continuance usage in corporation.

THE IMPACT OF RISK AND TRUST ON CONTINUANCE INTENTION TOWARDS MOBILE BANKING IN THAILAND

Chayawan Poromatikul,Kannika Leelapanyalert 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Mobile banking has been continuously increasing worldwide. A number of studies have been examined on the mobile banking adoption intention (Kim et al., 2007; Sripalawat et al., 2010; Bhatiasevi, 2015; Baptista, 2015). However, most of those studies have been confined to Western countries and the developed Asian countries such as China (Ball et al, 2004; Chitty, 2012), Thus, there were only few of researches on continuance usage intention towards mobile banking in Thailand. Then, an investigation of the factors affecting users’ continuance intention should be studied to fulfill this gap. It is interesting to examine users’ continuance intention towards mobile banking and identify factors that would affect them. In addition, the adoption rate of mobile banking in Thailand is still underused than expected (Sripalawat et al., 2010). Hence, users’ continuance usage is a critical for long-term improvement of mobile banking. Consequently, continuance intention has become an essential topic of study in the mobile banking research area. The purpose is to study the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. Mobile Banking is in a form of electronic banking, which describes all financial transactions through mobile communication technology (Weber and Darbellay, 2010; Chen, 2008; Mallat et al., 2004). Based on Ball et al., (2004) an extend European Customer Satisfaction Index model has been investigated on continuance intention. In this paper, the perceived risk is added for a better explanation of the impact of perceived risk and trust in continuance intention on Thai mobile banking consumers. Continuance intention can be defined as a customer’s intention for repurchasing from the same organization (Edvardsson et al., 2000). Repurchasing products and services from the same organization is a result of value received from one seller is more than other alternatives (Hallowell, 1996). Company can reduce cost and increase profit from customer loyalty. It is because company need to spend five times more than the cost of retaining an existing customer to acquire a new customer (Yap et al., 2012). It is a key factor in order to achieve company success and sustainability over time (Flavian et al., 2006; Keating et al., 2003). Expectations, both of experience and non-experience users can have an “expectation”. Non-experience users can have an “expectations” prior consumption experience from other sources such as advertising, promotion, pricing and word-of-mouth. Patterson et al. (1997) mentioned that expectation has an influence on disconfirmation and associate on satisfaction. Perceived quality is received customization and reliability from product or service. The level that products or services meet customer’s requirements is customization and the level of firm’s providing standard products without deficiencies is reliability. Parasuraman et al., (1988) claimed that a distinctive product quality contributes the differentiation of products and services to overcome competitors. The perceived quality significantly influences on satisfaction (Parasuraman et al., 1996; Kim et al., 2008). In addition, perceived quality is expected to have a positive effect on customer satisfaction (Fornell et al., 1996). Perceived value of a service is the benefits from service quality that customers receive relative to the costs paid by customers (Turkyilmaz et al., 2013). Perceived value is expected positively impact on satisfaction in the ECSI model (Turkyilmaz and Ozkan, 2007). Trust is the belief that a company will complete its commitments without taking benefits from customers (Ranaweera et al., 2005). Mukherjee and Nath (2003) found trust is an antecedent of commitment in online banking. Moreover, Morgan and Hunt (1994) supported trust is a key to successful relationship marketing. Aydin and Ozer (2005) mentioned that building trust is not only perceive good outcomes but also believe that good results will continue. Trust in service providers has a significant impact on continuance intention. It is an antecedent in models concerning to relationships that include loyalty as dependent variables (Schaupp and Be ?langer, 2005; Verhagen et al., 2006). Lack of trust can influence the way in which consumers see banks and financial institutions and in particular consumers’ attitudes to new forms of service delivery via the internet (Zhao et al., 2010). Perceived risk has changed as people have engaged online transactions. In the past, perceived risk was mainly related to fraud or product quality, but presently perceived risk is linked to financial, psychological, physical, or social risks in online transactions (Forsythe and Shi, 2003; Im et al., 2008). There are different types of risks were explored in the previous research about mobile banking and other banking technologies. Firstly, privacy and security were concerned regarding mobile banking among some consumers (Luarn and Lin, 2005). A PIN codes has been used to increase the security. Personal details and financial information became the main concern for mobile banking (Brown et al., 2003), especially among mature consumers (Laukkanen et al., 2007). When customers perceive an uncertainty, they tend to limit their usage or purchase intention Lin (2008). In addition, Wu and Wang (2005) support that risk has a statistically significant effect on intention to use mobile commerce in Taiwan. Satisfaction can be defined as how much customers are satisfied with the products or services of a company, and how well their expectations are met Oliver (1999). Customer satisfaction has been also explained as an overall evaluation of a firm’s post-purchase performance or utilization of a service (Fornell, 1992). Customer satisfaction is generally viewed based on evaluations and expressed some time during the purchase-consumption process. Loyalty and satisfaction are considered in several conceptual. There are a relationship between loyalty and satisfaction (Oliver, 1999). For the methodology, the questionnaire was administered through online included questions measuring the variables based on the extended European Customer Satisfaction Index (ECSI) model. Both males and females mobile banking consumers aged more than 18 years old living or working in Thailand are focused on this paper. The questions were rated on a 5-point Likert scale and developed from previous mobile banking studies (Parasuraman et al.,1988; Bhattacherjee, 2001, Ball et al., 2003; Chen, 2012; Kang et al., 2012; Kursunluoglu, 2014; Baptista, 2015). The partial least squares path modelling was used to investigate data from questionnaire to test hypotheses and determine the consistency, reliability and construct validity, as well as the relationships among constructs. 403 valid samples were collected after eliminating 153 invalid samples. The majority of respondent uses mobile banking more than 4 times a month as 36 percent. A percentage of 30 of respondents use mobile banking 1-2 times a month. Respondents using mobile banking 3-4 times a month and less than once a month follow with 19.1 percent and 14.6 percent respectively. The results from partial least squares path modelling have shown that the expectation has a significant impact on customer satisfaction. Thai consumers who set expectation on their mind by using their previous experience or word of mouth from their friends will compare the mobile banking service performance to their expectation. They would satisfy the mobile banking if the services meet their expectation. Perceived quality has a significant positive impact on customer satisfaction. Providing good performances with accuracy, unfreezing system contributes customer satisfaction on Thai mobile banking users. Perceived value affects on customer satisfaction. After Thai consumers use the mobile banking service, they would evaluate the benefits receiving from the service relative to the costs paid by customers. If service received was worth with the money paid, Thai consumers would satisfy services. Perceived risk does not have a negative impact on customer satisfaction but it has a significant negative effect on continuance intention. Thais’ satisfaction would not be reduced by perceived risk, whereas Thai users would stop using mobile banking if they feel unsafe and perceive risk. Trust has a significant direct impact on continuance intention towards mobile banking consumers in Thailand. This shows that Thai consumers would keep using mobile banking service since they trust on the mobile banking service providers. The satisfaction is a dominant in continuance intention. Satisfaction has a significant impact on continuance intention. Once users satisfy the mobile banking service, they would like to continue use mobile banking and introduce mobile banking to their friends. In conclusion, satisfaction, trust and perceived risk have an impact on continuance intention towards mobile banking in Thailand. Expectations, perceived quality, perceived value have an indirect impact on continuance intention in using mobile banking for Thai consumers through satisfaction. The satisfaction is a dominant factor of continuance intention usage (Bhattacherjee, 2001a, 2001b; Chen et al., 2012; Lam et al., 2004). Satisfaction on mobile banking can be generated by good quality service, value, and responding customers’ requirement to meet their expectations. Surprisingly, perceived risk has no a negative impact on customer satisfaction, but it has an impact on continuance intention. Trust also leads Thai consumers continue use mobile banking. This study contributes mobile banking service providers to know the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. The result can improve the volume and value of mobile banking transaction, and satisfaction. Moreover, mobile banking providers can reduce the challenge and generating a better decision on the future marketing campaign to motivate mobile banking consumer keeps using the services.

스마트폰의 지속적 사용의도에 영향을 미치는 사용자 경험요인에 관한 실증적 연구

녕셜 ( Xue Ning ),김기수 ( Ki Su Kim ) 아시아.유럽미래학회 2012 유라시아연구 Vol.9 No.4

스마트폰은 모바일폰의 새로운 세대로 유비쿼트스 컴퓨팅 기술의 좋은 예이다. 스마트폰을 사용해서 사용자들은 편리한 터치스크린 방식의 인터페이스로 언제 어디서나 인터넷을 사용할 수 있게 되었다. 사용자들은 또한 단순한 전화나 문자 메시지보다 더 효율적인 방식으로 친구들과 연결하고 소통할 수 있게 되었다. 뿐만 아니라 우수한 성능의 하드웨어와 다양한 소프트웨어의 개발로 스마트폰은 업무나 오락 등 다양한 분야를 지원하고 있다 (Charlesworth, 2009). Verkasalo 등(2010)은 스마트폰은 단순한 모바 일폰으로 뿐만 아니라 손안에 들어가는 컴퓨터로 사용될 수 있는 기기라고 지적했다. 이들은 또한 스마 트폰을 통제하는 것은 이제 기기가 아니라 사용자라고 주장하고 있다. 사용자들이 스마트폰과 상호작용할 때 그들의 스마폰 사용 경험은 그 상호작용으로부터 나온다. Goto는 사용자경험(user experience; UX)을 “어떤 기업이나, 서비스 또는 제품에 대해 개인이 가지고 있는 전반적인 인식이나 포괄적인 상호작용”으로 정의하였다 (Wang et. al. 2008). 경험은 사람의 마음에 존재하는 사람과 세상 사이의 눈에 보이지 않는 상호작용 과정이고, 새로운 상호작용들에 의해 유발된다. 이들 상호작용은 육체적, 감각적, 인지적, 감정적, 그리고 미적과 같은 다양한 경험들을 만들어낸다 (Davis, 1992). 이와 같은 관점에서 스마트폰 사용 후 그 기능들에 대한 사용자들의 경험과 사용자들의 사회적 경험은 스마트폰의 지속적 사용에 대한 의사결정에 중요한 역할을 할 것이다. 스마트폰 사용자 수의 증가와 다양한 스마트폰 제조기업과 서비스제공 기업들 사이의 경쟁이 증가하는 상황에서 스마트폰의 지속적 사용의도를 지배하는 요인들과 그들의 역학관계를 이해하는 것은 중요하다고 판단된다. 그러나 스마트폰 이용과 관련한 대부분의 선행연구들은 효율적 인터페이스의 개발, 사용 가능한 시스템의 개발, 그리고 관련 기술의 개발과 같이 사용자의 심리적인 관점에 대해 연구하기보다는 스마트폰 자체의 기능에 더 초점을 맞추었다 (Lin and Ye, 2009; Abowd et. al., 2005; Verstockt et. al., 2009). 반면, 지난 몇 년간 사용자 경험에 대한 포괄적인 이론과 연구의 틀을 제공하기 위한 다양한 시도가 있었다 (Swallow et. al., 2005; Deng and Li, 2008; Wang et. al. 2008; Oza et. al. 2010). 사람들은 스마트폰 이용에 점점 더 많은 시간을 소비하기 때문에 사용자들의 스마트폰 사용겸험이 그들의 스마트폰에 대한 지속적 사용의도를 도출하는데 사용자들이 경험하는 인지과정에 핵심요소가 될 것이다. 이와 같은 이론적 기반 위에 선행연구들과는 다르게 스미트폰의 지속적 사용의도를 설명하기 위해 사용자경험이라는 개념을 선행변수로 사용하였다. 따라서 본 연구에서는 사용자 태도와 행위를 판단하기 위해 사용자경험에 초점을 맞추었다. 사용자경험은 기능적 경험과 사회적 경험 두 가지 관점으로 표현하였다. 기능적 경험에는 이용가능성(usability)과 보안성(security) 그리고 사회적 경험에는 사회성(sociability)과 사회적 주체성(social identity)이 포함되었다. 본 연구에서는 이들 사용자경험 요인들을 선행변수로 스마폰의 지속적 이용의도를 결과변수로 하고, 두 변수를 매개변수로 하는 하나의 인과관계(causal) 연구모형을 제시하였다. 구체적으로 인지된 즐거움(perceived enjoyment: PE)과 인지된 유용성(perceived usefulness: PU)을 선행변수인 사용자경험 요인들과 스마트폰의 지속적 이용의도 사이의 매개변수로 고려하였다. 그 이유는 최근 스마트폰은 업무를 위한 기능적 목적뿐만 아니라 오락이나 사회적 관계(형성)을 위해서도 널리 사용되고 있기 때문에 PU와 PE가 스마트폰의 지속적 이용의도에 중요한 영향을 미칠 것이라는 판단 때문이다. 이 연구모형을 실증적으로 검증하기 위해 다양한 스마트폰 사용자들을 대상으로 설문조사를 실행하였다. 실증연구 결과 기능적 경험과 사회적 경험 모두 인지된 유용성 또는 인지된 즐거움을 통해 지속적 사용의도에 영향을 미치는 것으로 나타났다. 보다 구체적으로 기능적 경험 가운데 이용가능성 요인과 사회적 경험 가운데 사회성 요인은 인지된 유용성과 인지된 즐거움 모두에 유의한 정의 영향을 미치는 것으로 나타났다. 그러나 기능적 경험 가운데 보안성은 인지된 즐거움에만, 사회적 경험 가운데 사회적 주체성은 인지된 유용성에만 유의한 정의 영향을 미치는 것으로 나타났다. 그리고 인지된 즐거움은 인지된 유용성에 유의한 정의 영향을 미치고, 인지된 유용성과 인지된 즐거움 모두 지속적 사용의도에 유의한정의 영향을 미치는 것으로 나타났다. 따라서 스마트폰의 지속적 사용의도를 높이기 위해서는 사용자들의 기능적 경험 가운데 이용가능성과 사회적 경험 가운데 사회성을 높임으로 인지된 유용성과 인지된 즐거움을 높이려는 노력이 중요하다고 판단할 수 있다. 본 연구는 다음과 같은 면에서 학술적이고 실무적인 기여를 했다고 할 수 있다. 첫째, 스마트폰의 지속적인 이용의도를 설명하기 위해 지금까지 경영정보 분야에서 상대적으로 새로운 개념인 사용자경험이란 개념을 사용했다는 점이다. 나아가서 여러 사용자경험 요인들 가운데 스마트폰의 특성을 고려해서 기능적 경험과 사회적 경험 요인들을 고려했다. 또한 본 논문은 스마트폰의 지속적 이용의도에 영향을 미치는 사용자경험 요인이 무엇인지, 그리고 이들 요인들이 어떠한 역학관계로 지속적 이용의도에 영향을 미 치는 지를 실증적으로 분석함으로써 스마트폰 서비스 제공자들에게 유용한 실무적 정보를 제공해 준다. 그러나 본 연구에는 몇 가지 한계가 있다. 우선 사용자경험은 아주 방대한 개념이지만 본 연구에서는 단지 그 일부만 다루었다. 사용자경험의 다른 측면들은 추후 연구들에서 지속적으로 다루어질 수 있을 것으로 생각한다. 또한 사용자경험의 다양한 측면들을 고려하여 사용자경험에 대한 보다 체계적인 연구 가 추후 필요할 것으로 판단된다. 본 연구에 포함된 실증 자료에는 상대적으로 많은 수의 대학생들이 포 함되어 있어 분석결과를 일반화하는 데는 한계가 있을 수 있다. 본 연구가 시행될 때에는 대학생이외 스 마트폰을 사용하는 다른 그룹의 사람들 수가 많지 않아서 상대적으로 많은 수의 대학생이 표본에 포함 되었으나 추후 연구에서는 보다 다양한 사람들을 대상으로 자료를 수집할 필요가 있다. 또한 본 연구에 서는 한국의 스마트폰 사용자를 대상으로 실증분석을 하였기 때문에 문화 및 다른 환경의 차이에 따른 편향성(bias) 문제가 발생할 수 있다. 따라서 추후 연구에서는 다양한 국가의 사용자들을 대상으로 실증 분석하거나 국가별 비교분석도 가능할 것이다. Smartphone is a new generation of mobile phones and it is a good example of ubiquitous computing technology. Users can surf the internet anytime and anywhere through the easy touch-screen interface. Also users can connect with their friends in more efficient ways than calling or texting messages. Besides, its prominent hardware and software support all kinds of applications for work and entertainment (Charlesworth, 2009). Verkasalo et al. (2010) pointed that Smartphone is a device that can be used as a mobile phone as well as a handheld computer, they also argued that it is the user rather than the device who controls the Smartphone. When users interact with Smartphone, their experience of using Smartphone is derived from such interactions. Goto, K. defines User Experience (UX) as "the overall perception and comprehensive interaction an individual has with a company, service or product" (Wang et al., 2008). Experience is an intangible process of interaction between people and the world that exists in humans`` minds and is triggered by new interactions. These may create different types of experiences such as physical, sensual, cognitive, emotional, and aesthetic (Davis, 1992). From this aspect, after using Smartphone, users`` experience on the functions of it and their social experiences with it might be very important in decid- ing if they continue to use Smartphones. Given the growth of the number of Smartphone users and the competition among Smartphone manufacturers and service providers, it is important to understand the dynamics that govern the continued usage intention of Smartphone. However, previous researches on this topic have mostly focused on problems such as creating efficient interfaces, developing usable systems, and establishing technologies, which paid more attention to the facet of functions of the Smartphone itself rather than studying from users`` psychological perspective (Lin and Ye, 2009; Abowd et al., 2005; Verstockt et al., 2009). On the other hand, over the last few years there have been various attempts to provide a comprehensive theory or framework of user experience (Swallow et al., 2005; Wang et al., 2008; Oza et al., 2010; Deng and Li, 2008). Since people spend more and more time with Smartphones, the experience users have with Smartphones is likely to be a key factor in the cognitive process users experience in developing their continued usage intention. Upon this basis, in contrast to previous researches, we employ the concept of User Experience (UX) as the antecedents in this study to explain the continued usage intention of Smartphone, Therefore, this study focuses on users`` experience to assess their further attitudes and behaviors. Users’ experience is represented in two aspects, one is functional experience which includes usability and security, and the other is social experience which includes sociability and social identity. A research model was developed to conceptualize the relationships between these UX factors as antecedent variables and continued usage intention of Smartphons as consequent variables with two intermediary variables. Specifically, we considered perceived enjoyment (PE) and perceived usefulness (PU) as mediating factors between UX factors and the continued usage intention of Smartphone (CUI) since it is widely used not only for functional purposes but for entertainment and social relations. Then our research model was tested empirically by using a survey data collected from diverse Smartphone users. Our results suggest that experience about functional factors and social factors of Smartphone after using Smartphones can influence the perceived usefulness and perceived enjoyment of their usage, which, in turn, influence users`` continued usage intention of Smartphones. More specifically, we found that usability has a significant positive impact on both PU and PE, while security has a strong effect on PE, although no such significant impact was observed on PU. Some previous researchers pointed out that Smartphones are vulnerable and, therefore, security is a very important factor influencing the perceived usefulness of Smartphones. However, security did not affect perceived usefulness of Smartphones significantly in our result. A plausible explanation for this result might be that approximately 60% of our survey respondents are students and they do not consider security issue seriously because they use Smartphones mostly for entertainment or social interactions rather than for job or work related purposes. However, it does not mean security issue is not important for usefulness of Smartphones or the current level of security of Smartphone is perfect. Moreover, sociability is found to affect both PE and PU, while social identity have significant impact on PU only. Besides, PE showed a significant effect on perceived usefulness of using Smartphone and both PE and PU positively affected CUI. Main contributions of this research are as following. First the concept of user experience, which is a relatively new concept in MIS researches, was adopted to explain users’ continued intention to use Smartphones. Moreover, not only functional experience but social experience was included as user experience factors. This paper also makes contributions in understanding the important factors affecting users’ continued usage intention of Smartphones and the dynamics of these effects, which can provide useful information for Smartphone service providers. There are, however, some limitations inherent in this study. Although user experience is a broad concept, we focused only a part of it. Other aspects of user experience may be considered in future researches. More systematic research on user experience may be also needed related with Smartphone usage. In our survey data, relatively large number of university students were included, therefore, we have limitation in generalizing the results. Since the survey data were gathered from Korean, the analysis results may be subject to culture and/or other environmental biases. In future researches, we may use survey data from users of different countries and also implement a cross country analysis.

방송 클립 동영상의 지속 이용 의도 및 SNS 공유 의도에 관한 연구 부정적 광고 태도 및 모바일 이용의 조절 효과를 중심으로

이현지 한국광고홍보학회 2018 한국광고홍보학보 Vol.20 No.1

본 연구는 방송 클립 동영상의 유용성, 기대 일치 그리고 적합성이 지속 이용 의도 및 SNS 공유의도에 미치는 영향에 대해 분석하였다. 더불어, 부정적 광고 태도 및 모바일 이용의 조절 효과도살펴보았다. 연구 결과, 방송 클립 동영상 지속 이용 의도에 대해 유용성, 기대 일치 그리고 적합성이 긍정적인 영향을 미치는 것으로 나타났다. 세 가지 요인에 대한 부정적 광고 태도의 조절 효과는 없는 것으로 나타났고, 기대 일치에 대한 모바일 이용의 조절 효과가 있는 것으로 나타났으며, 유용성과 적합성에 대한 모바일 이용의 조절 효과는 없는 것으로 나타났다. 그리고 방송 클립동영상 SNS 공유 의도에 대해 기대 일치가 긍정적인 영향을 미치는 것으로 나타났고, 유용성과적합성은 유의미하지 않는 것으로 나타났다. 기대 일치와 적합성에 대한 부정적 광고 태도의 조절 효과가 있는 것으로 나타났고, 유용성에 대한 부정적 광고 태도의 조절 효과는 없는 것으로 나타났으며, 세 가지 요인에 대한 모바일 이용의 조절 효과는 없는 것으로 나타났다. The purpose of this study is to search variables to influence on users’ continuance usage intention and SNS sharing intention of broadcasting clip video. And this study focused on the moderating effect of negative attitude toward advertising and mobile usage. It is composed of perceived usefulness, confirmation, compatibility. First, the results showed that usefulness, confirmation, and compatibility positively influenced the continuance usage intention. Negative attitude toward advertising had no moderating effects and mobile usage had moderating effects in the confirmation. Next, the results showed that confirmation positively influenced the SNS sharing intention. Mobile usage had no moderating effects and negative attitude toward advertising had moderating effects in the confirmation and compatibility.

강제적 사용 환경에서 정보시스템 지속에 대한 상황요인의 영향에 관한 연구

김대환(Dae Hwan Kim),한정희(Jung Hee Han),장활식(Hwal Sik Chang) 한국경영학회 2010 經營學硏究 Vol.39 No.2

The purpose of this study is to investigate the value of contingency factors on post-adoptive beliefs that influence a user’s satisfaction and intention in the context of mandatory continued IS usage. It is certain that long-term viability of an IS and its eventual success depend on its continued use rather than its first-time use(Bhattacherjee, 2001b). If management wants to promote continued IS usage behavior of users, it is necessary to understand what drives it. We are great on the two existing circumstances. First, when does the IS usage behavior really begin? When a user does decide to accept it? Or when the user uses it to carry out assigned work tasks? Because of the path-dependent nature of IT adoption and use processes in general(Rogers, 2003), post-adoptive behavior must be framed within this larger context. However, we only focus on post-adoptive behavior, because obvious distinctions have been observed between pre-adoptive and post-adoptive beliefs and behaviors(Karahanna et al., 1999; Oliver, 1980). TAM has primarily focused on adoption under the implicit assumption that users' attitude and intention are mainly determined by pre-adoptive cognitive beliefs. It does not reveal what is really driving continued usage behavior above and beyond the antecedents derived from TAM researches. Alternatively, the expectation-confirmation model of IS continuous (ECM-IS continuous)(by Bhattacherjee, 2001b) based on a solid theoretical foundation that focuses on an individual’s psychological motives during post-adoption, and it has been successfully adapted to the IS continuous context. As mentioned reasons, we decided to use Bhattacherjee’s model instead of TAM as the departure of our study. Second, this study focuses on the environments where usage is mandatory. In today’s organizations, tasks are increasingly depending on work systems, forcing their members to use the systems to increase their job productivity. The contingency approach suggests that a number of contextual variables influence the performance of IS; the better the 'fit' between these variables and the design and use of the IS, the better the IS performance(Weill and Olson, 1989). Previous researches have in particular emphasized the task-technology fit, job relevance, or compatibility with work in the context of IS mandatory(Kim et al., 2007). Task characteristics have a huge effect on a user’s satisfaction on their IS and success of the system (Raymond and Bergeron, 1992; Sanders and Courtney, 1985). In addition, in IS field it has been identified that individual factors can be as important as task factors for the success of IS. User characteristics are also found to affect the post-adoptive beliefs. We consider users’ individual characteristic as well as work task characteristic as contingent factors in the context of mandatory IS usage. Accordingly, this paper proposes a contingency approach relating selected task characteristics and user characteristics on ECM-IS continuous in mandated environments. In this research, task characteristics were include in task variability and analyzability, and user characteristics were include system-specific self-efficacy and user education and training, which affects to form users’ cognitive belief such as expectation-confirmation and perceived usefulness during post-adoption. This paper attempts to expand the set of contingency factors in the ECM-IS continuous, in order to confirm the application of the ECM-IS continuous in IS mandatory usage context. The expanded ECM-IS continuous, incorporating the contingency factors of task variability, task analyzability, system-specific self-efficacy, and user education and training, was empirically validated with data collected from a field survey of 169 existing users of e-customs system. We used partial least square(PLS) to examine the reliability and validity of the measures, and to analyze this extended ECM-IS continuous. We chose PLS for two reasons. First, our model has form

인공지능 스피커의 사용자 만족이 지속적 사용의도에 미치는 영향 요인 - 감정적 애착의 매개효과를 중심으로 -

조동희 ( Dong-hee Cho ),이연준 ( Youn-joon Lee ) 한국디자인트렌드학회 2019 한국디자인포럼 Vol.24 No.2

연구배경 4차 산업혁명과 함께 핵심 산업으로 인공지능이 대두되고 있다. 그중 핵심기기로 인공지능 스피커가 주목받으며 홈 IoT 시장에서 빠른 속도로 성장하고 있으나 이러한 성장세와는 달리 인공지능 스피커의 사용자 만족도는 낮다. 이러한 사용자의 불만족은 결국 사용자가 해당 제품의 사용을 중단하게 되는 중요한 요인으로 작용하고 있다. 연구방법 본 연구에서는 인공지능 스피커의 지속적 성장 및 확산을 위하여 국내 인공지능 스피커 제품을 대상으로 사용자의 지속적 사용의도에 영향을 주는 요인에 관해 연구하였다. 연구목적을 달성하기 위해, 지속적 사용의도와 관련된 선행연구를 통해 사용자 만족 중심의 이론과 사용자 경험의 감정 요인으로 감정적 애착의 선행요인들이 인공지능 스피커의 지속적 사용의도에 어떠한 영향을 미치는지 살펴보았다. 또한, 감정적 애착이 사용자 만족과 지속적 사용의도 간에 매개효과를 하는지 확인하였다. 연구결과 인공지능 스피커의 사용자 만족이 지속적 사용의도에 유의미한 영향을 주며, 사용자 만족이 지속적 사용의도에 미치는 영향을 감정적 애착이 부분매개를 하는 것으로 나타났다. 결론 인공지능 스피커 사용자의 지속적 사용의도 향상을 위해 미흡한 기능 개선과 사용 편의성 향상을 통한 사용자 만족 향상도 중요하지만, 사용자가 자신만의 공간과 조화를 이룰 수 있는 상품을 선택하고 변경할 수 있도록 사용자의 라이프스타일(lifestyle)에 맞춘 디자인과 커스터마이제이션(customization)이 가능하도록 개발되어 인공지능 스피커에 대한 애착을 향상시켜야 할 필요가 있다. Background With 4th Industrial Revolution, AI (Artificial Intelligence) has emerged as a major industry. Among variety products that are developed using the AI technology, AI speaker is gaining attention as a major product and shows rapid growth in consumer IoT (Internet of Things) market. Unlike the rapid growth and attention in the market, consumer satisfaction of AI speaker is low. Low satisfaction level is the important factor to ultimately end the usage of AI speaker. Methods In this study with the hope of securing continuous growth and the spread of the AI speaker, factors that would affect the user’s continuous usage of the AI speaker usage have been explored. To achieve research objectives, we looked at the impact of emotional attachment as an emotional source of emotional attachment as an emotional factor in user satisfaction theory and in prior research related to continuous use. It also confirmed that emotional attachment also mediated between user satisfaction and continued use. Result The research result shows that satisfaction level does affect the usage continuity; furthermore, users’emotional factors are identified as important variables to allow users decision to use AI speakers continuously. Conclusion This shows that AI speakers to have an ability to be customized to create unity with user’s personal space is as important as the development of AI speaker technology to increase the user’s satisfaction level and to increase the consumers’ usage continuity. Thus, by having AI speakers’ design to fit into user’s lifestyle, user’s emotional attachment toward the product will increase, ultimately increasing the continuity of the product usage.

Continuance Usage Intention on Subscription-based Streaming Service: Focusing on the Dedication-Constraint Model

Daeun Lim(임다은),Yuna Ro(노유나),Saerom Lee(이새롬),Jungjoo Jahng(장정주) 한국경영학회 2022 經營學硏究 Vol.51 No.6

With the rapid development of the digital era, the trend in consumption of digital products has undergone tremendous change in recent years to a subscription-based streaming service. The success of subscription-based streaming services depends heavily on customers’ continuance usage. Multilateral perspectives are also required as antecedents of continuance usage. In consideration of the distinctive features of these services, this study adopts the dedication-constraint framework and develops a model of subscription-based streaming service continuance, which is assessed empirically using data collected from 315 actual users of music streaming services. Results indicate that subscription-based streaming service’s continuance intention is jointly determined by two mechanisms: perceived benefits (usefulness and enjoyment), and service-specific investments (personalization and learning), with the former playing a more central role. Perceived usefulness and enjoyment directly promote satisfaction, while service-specific investments in personalization and learning increase switching costs. Theoretical and practical implications and future research directions are subsequently discussed.

Mobile taxi booking application service’s continuance usage intention by users

Weng, Gooi Sai,Zailani, Suhaiza,Iranmanesh, Mohammad,Hyun, Sunghyup Sean Pergamon 2017 Transportation Research Part D. Transport & Enviro Vol.57 No.-

<P><B>Abstract</B></P> <P>The long-term development of a mobile booking taxi application service depends on the continued use of its passengers. The aim of this study is to investigate the determinants of the mobile taxi booking application service’s continuance intention, using the technology continuance theory by including the perceived risk and subjective norms. The data were collected by surveying 387 users of the mobile taxi application service. The data were analysed by applying the partial least squares technique. The analysis showed that the technology continuance theory has extensive power to explain the continuance intention to use the mobile booking taxi application. Subjective norms also have a significant effect on the attitude of mobile booking taxi application users which represents an important contribution to technology continuance theory extension. The theoretical and practical significances of the study have been discussed.</P> <P><B>Highlights</B></P> <P> <UL> <LI> The early acceptance of an MTB Apps does not guarantee continuation. </LI> <LI> Studies on continuance intention of users toward MTB App use are still lacking. </LI> <LI> Results will help App developers to grasp the factors that result in continued MTB App use. </LI> </UL> </P>

인스타그램 고객의 지속적 사용의도 결정요인: 성별의 조절효과를 중심으로

이승호,김창식,곽기영,Lee, Seoungho,Kim, Changsik,Kwahk, Keeyoung 디지털산업정보학회 2016 디지털산업정보학회논문지 Vol.12 No.2

The objective of this study is to investigate the determinants of the intention of continued Instagram usage. For this study, we used a self-administered survey questionnaire in which all of the scales were adapted from the previous literature. In this paper, we introduce a research model that consists of three antecedents (perceived usefulness, perceived playfulness, and customer satisfaction) that were thought to cause the intention of continued Instagram usage. The data were collected from 150 Instagram users. In order to validate the proposed research model, we used the SmartPLS 2.0. We used a two-step approach, recommended by Anderson and Gerbing(1988), that comprises a measurement model and structural model. The results showed that two antecedent factors (perceived usefulness and perceived playfulness) had a significant impact on customer satisfaction, which then causes the intention of continued usage. This study highlights the importance of the moderating effect of gender. Based on the results, this study proposes useful implications for Instagram stakeholders.

기업의 서비스홈페이지와 마이크로블로그 간 이용동기 비교분석

박주언,김헌,장병희 동국대학교 사회과학연구원 2014 사회과학연구 Vol.21 No.3

본 연구는 기업들이 고객과의 소통을 위해 사용하는 인터넷 기반 미디어 중 1세대를 대표하는 기업 서비스홈페이지와 2세대를 대표하는 기업 마이크로블로그가 이용자 관점에서 어떠한 차이가 있는지를 알아보았다. 설명된 변량을 기준으로 이용동기의 순위를 살펴볼 경우 두 미디어 간에 뚜렷한 차이를 발견할 수 있었다. 서비스홈페이지는 정서적 측면에서 접근하는데 반해 마이크로블로그는 인지적 측면에서 접근하고 있었다. 이러한 결과는 홈페이지의 경우에는 정보전달의 목적이 그리고 블로그의 경우에는 소통적 목적이 강하다는 선행 연구의 제안과 명확한 차이를 보인다. 이용동기, 이용태도, 지속이용동기 간의 관련성에 있어서는 서비스홈페이지와 마이크로블로그 간에 더욱 명확한 차이를 발견할 수 있었다. The present study compared corporate service homepages which represent the first generation of the Internet-based media with corporate microblogs which represent the second generation by adopting users’ perspectives. When compared in term of the order of usage motivations, users of service homepages were using them mainly for emotional purposes while users of microblogs were using them mainly for cognitive purposes. The results contrast with the suggestions of previous literature, implying that the previous theoretical perspective needs to be modified. Second, the difference between the media was more explicit in the structural relationships among usage motivations, attitudes, and intention of continuation. The motivation factors which affected attitudes or intention of continuation were mostly different between corporate service homepages and microblogs.