(An) exploratory validation of standardized EFL speaking tests based on the theoretical framework of test usefulness

변혜원 Graduate School, Korea University 2013 국내박사

The primary purpose of this study was to investigate test usefulness for the five leading standardized speaking tests Task characteristics, scoring rubrics, and test methods were evaluated from these tests in order to further investigate the variances that influence speaking performances. The following components of test usefulness were checked and measured: reliability, construct validity, authenticity, and interactiveness. Differences in task types, testing, and scoring methods were identified as sources of variance that influence speaking assessments. Therefore, the different test tasks and the contributions of the tasks relative to a test taker’s speaking ability were examined for test usefulness. Due to limited resources, actual one-on-one interviews are not always feasible in L2 testing conditions. Therefore, for this study the commonly substituted method of the Simulated Oral Proficiency Interview (SOPI), was administered, with results compared to the Oral Proficiency Interview (OPI) method. As various tasks require different scoring rubrics, the nature of these scoring rubrics was also examined to determine their impact on test takers. To address these issues, two tasks from the Test of English for International Communication (TOEIC) Speaking, the Test of English Proficiency developed by Seoul National University (TEPS) Speaking, the International English Language Testing System (IELTS) Speaking – General Training, the Test of English as a Foreign Language (TOEFL) iBT Speaking, and the American Council on the Teaching of Foreign Languages (ACTFL) Oral Proficiency Interview Computer Test (OPIc) were administered to seventy four college students. These standardized tests were administrated using the SOPI method, while the one-on-one interview was conducted following the OPI method. Examinees’ performances were rated three times: first, according to a rubric based on communicative language ability (CLA), and then following the rubric that originally accompanied each task, and finally according to a holistic rubric. Task completion was added to the CLA rubric to further examine the task effects on the test takers. After this, the data were analyzed using several analytic methods, including a multi-faceted Rasch model and factor analysis. The results indicated that the TOEFL and IELTS had the most overall usefulness, characterized by a good degree of authenticity and interactiveness. On the other hand, the TOEIC was the least useful test, with an ill-defined Target Language Use (TLU) task and TLU domain. Factor analysis revealed that unlike the high correlation found among all the tests and the interview from the preliminary reliability estimation and previous research, no other test loaded on the same factor as the interview. Therefore, while OPI may not be a replica of real communication, it was at least found to measure different constructs of speaking ability when compared to the other SOPI methods. For the task evaluation, the results indicated that overall, the TOEFL and the IELTS with integrated tasks had the highest test usefulness. These two tasks were also the most difficult tasks for the test takers and they both had a high degree of authenticity and interactiveness. On the other hand, a low degree of authenticity and interactiveness did not necessarily coincide with ease of the test task. Therefore, the qualities of a test task should not be evaluated independently, nor determined by a single quality of a given test. The findings also revealed latent factors based not on the operational constructs of speaking ability, but according to the tasks. Different scoring rubrics yielded different performance measures; however, a CLA rubric and holistic scoring were consistent in producing stable measures, regardless of the different tasks. Based on findings on test usefulness and the variables that affect speaking ability, it is recommended to first develop a test that has a well-defined TLU domain in order to improve the quality of speaking assessments in current English as a Foreign Language (EFL) settings. The correspondences between the TLU domain, the TLU task, and the test task were shown to be the most important features of test usefulness. Next, it was found that assessing speaking ability via the SOPI method is necessary yet provides insufficient evidence for the test taker’s speaking ability. Therefore, the SOPI method should be accompanied by the OPI method. When such assessments are not feasible, as in most cases for our L2 learning environments, task selection for a SOPI test should include at least one task that is similar to a one-on-one interview in terms of the task characteristics and test usefulness.

(A) validation study of TOEIC based on test usefulness

이예나 Graduate School, Korea Universtiy 2020 국내박사

The present study employed three types of concepts: construct validity, reliability, and authenticity to assess usefulness of the Test of English International Communication (TOEIC). The validation of test usefulness was conducted based on the parts, types (versions) and whole of the TOEIC examination. Each of the concepts was verified based on analysis tools, including item analysis, corpus analysis, and rate of speech -WPM (Words per Minute). In addition, various analyses were also employed to examine pronunciation within the whole and respective parts and types of the TOEIC exam. This study uses data such as corpus indices and grades, which were measured using various types of TOEIC tests given to students at universities. First, to verify the construct validity of TOEIC, a correlation analysis was conducted between students’ TOEIC scores and scores from courses taught by native English instructors that assessed whole communication ability. TOEIC scores were found to have very low correlation to whole communication scores from the native classes, indicating that TOEIC scores alone are a weak indicator to explain overall L2 communication ability. In the item analysis assessing reliability, it was identified that questions with low discriminability and a severely high or low level of difficulty had a negative influence on reliability. In addition, a distinct difference in difficulty levels among a comparison of respective parts also contributed to reducing reliability. In the discriminability analysis, negative discriminability emerged due to low-level students outperforming high-level students on certain questions, leading to a reduction in reliability once again. In the distractor attractiveness analysis, the tests’ overall reliability weakened as a result of wide differences in the answer response rates based on distractor attractiveness among the respective items. In order to verify the authenticity of TOEIC, a WPM and pronunciation analyses were conducted. The results showed that TOEIC contains discrepancies in WPM and appearance rates among four different English accents, and such discrepancies influenced difficulty levels within the listening section. In particular, the voice actors’ speaking speed in Part 1, which was much slower than average, and Part 2, which was slightly slower, were found to have less authenticity. The pronunciation analysis found questions tended to be presented by voice actors with American accents, showing that TOEIC does not encompass unique linguistic traits from other English-speaking countries. Thus, the issue of authenticity has been raised due to the likelihood of test takers encountering English speakers who use different accents other than American. The study’s method included verifying the causal relationship between corpus indices and grades in order to analyze TOEIC’s content validity and authenticity using the latest statistical techniques. Score fluctuations between the first and second mock TOEIC tests acted as dependent variables, while eleven different Coh-Metrix indices were the independent variables used in the regression analysis. The regression analysis showed coefficient values significantly predicted fluctuations in the first and second scores, but did not display a constant pattern in one direction — neither positive nor negative, raising the issue of authenticity. The fact that more than two corpus indicators in the same category showed mixed predictability in regard to a clear direction, as evidenced by the fluctuations between the two sets of scores, raises the possibility of contributing to the degradation of the test's authenticity. The applicability of using corpus indices as factors that affect the correct answer rate and discriminability was also investigated utilizing an additional item analysis. By identifying corpus factors that had a reverse relationship with the correct answer rate, it would be expected that they could provide crucial information for the development of effective learning programs to prevent test takers from selecting incorrect answers. Additionally, through the correlation analysis of discriminability and the corpus indices, corpus indices that had an influence on decreasing the scores of low-level students were extracted. The correlation analysis of the discriminability extracted corpus indicators that had a positive effect on discriminability by lowering the performance of low-level students. Since these corpus indicators increased test difficulty, they provide useful information to prevent the performance of low-level students from declining, resulting in an improvement of discriminability. The current research conducted an analysis of test level difficulty and authenticity by comparing corpus indices in TOEIC listening and reading sections. Among lexical, structural, and discourse indices extracted from three different analysis tools, the core indices extracted to validate the authenticity of TOEIC were used to compare listening and reading sections. Vocabulary in listening and reading sections were first compared. Since differences within the respective listening and reading sections were not distinct, based on the TTR index, the issue of authenticity was raised. In terms of a word’s average number of syllables, the reading section had words with longer syllables on average than the listening section, leading to relatively higher difficulty in the reading section. In the case of lexical density, since there were no major differences found between the two sections, problems with content validity were found not to be present. In addition, due to minimal differences in lexical sophistication between the two sections, and the tendency for higher lexical sophistication within the reading section compared to the listening section due to the characteristics of the reading passages, authenticity was an issue within the reading section. As well, insignificant differences in the complex nominals between the two sections also contributed to the issue of authenticity. Complex nominals are generally much more likely to be found in the reading section than in the listening section, yet TOEIC did not show much difference, leading to an authenticity problem in the reading section. This study also conducted a qualitative analysis on each test part to analyze authenticity. The results found TOEIC did not often present realistic communication situations to test takers, leading to an authenticity problem. Thus, TOEIC should consider adding vocabulary and content necessary in authentic situations by including current issues and general content from newspapers, magazines, and the news within the test. Limitations were found within the whole of TOEIC in regard to construct validity, reliability and authenticity. As such, various solutions to increase overall test usefulness of the TOEIC exam are required. In particular, it was found that TOEIC’s usefulness as a tool to measure communication ability is quite low and that TOEIC scores have little predictive power to determine communicative ability derived from native class scores. The results of the item analysis showed large differences among each part between the indices of the correct answer rate and discriminability, requiring adjustments to be made to improve discriminability of scores in low-level groups and increase usefulness. In the corpus analysis, corpus indices from the same category affected test scores differently, so specific aims are required for the distribution and levels of corpus factors in the different versions of TOEIC in the future.

Development of a Usefulness Evaluation Model for Smartphone Application Functions

박주환 포항공과대학교 일반대학원 2018 국내박사

Smartphones are becoming a necessity for modern people's lives, and the use of smartphone applications (Apps) is rapidly increasing. Many companies are entering the App market to generate revenue. In smartphone Apps, various functions are implemented to improvethe user experience. However, no research has explained how the function of an App provides usefulness to users, and what criteria the users use to evaluate the usefulness of individual functions. To provide a useful smartphone function, user, a developer must understand the usefulness that it provides. However, App developers do not have systematic ways to understand and improve the level of usefulness of individual functions that make up their App. The purpose of this study is to explain what factors determine the usefulness of each function that composes the App. This study defined Usefulness Factors of the functions of App and validated a model that explains relationships between the Usefulness Factors and usefulness of the functions. The study defined a Usefulness criterion that considers the Value of, Need for and Quality of the provided function. These three elements were also explained by referring to nine Usefulness Factors that were found in the literature. The proposed model was verified by experimentation. First, the study identified and classify the factors of the usefulness of each of the functions that constitute the App, rather than the App itself. The factors that affect usefulness were collected from the literature; nine factors that affect Usefulness, Value, Needs, and Quality were identified. Second, the relationships of the nine Usefulness Factors to the usefulness of function were expressed as structural models. A Full Usefulness Model was proposed; it includes eight Usefulness Factors, plus Value, Need, and Quality. A Reduced Usefulness Model was proposed; it includes three Usefulness Factors, plus Value, Need, and Quality. Third, the study proposed an evaluation tool to quantify the usefulness of individual functions and the related Usefulness Factors. Based on the two proposed usefulness models, two questionnaires were developed. The questionnaire for the Full Usefulness Model consists of 31 questions to evaluate how that the user feels about nine Usefulness Factors, plus Value, Needs, Quality, and Usefulness. The questionnaire for the Reduced Usefulness Model consists of 7 questions when evaluating functions individually. Fourth, the proposed factors and models were verified in experiments on 36 subjects. Usefulness and other factors were evaluated for 18 functions that were derived from three Apps. Thirty-three questionnaire items were used for the evaluation. Based on the data collected in the experiments, the significances of individual paths were examined by confirmatory factor analysis using partial least squares structural equation modeling (PLS-SEM). This process verified the validity of the two models that explain usefulness. It is expected that the Usefulness Factors and models that are proposed in this study will help researchers who study the usefulness of App functions. The proposed usefulness-evaluation tools could help App developers to quantify the usefulness of their Apps’ functions, then identify the cause of the lack of the usefulness, and use this knowledge to improve them.

(A) study on the determinants of customer satisfaction and loyalty of the digital bank in Korea : compared with traditional bank

신재우 Graduate School of Information, Yonsei University 2020 국내박사

4차 산업혁명시대가 도래하는 현 시점에서, ICT기반의 한국형 인터넷전문은행이 출범한지 1년이 경과하였다. 당초 인터넷전문은행의 출범 취지는 ICT혁신성을 금융에 접목하여 새로운 핀테크 성과를 창출하고 핀테크에 기반한 금융기업을 육성하기 위함이었다. 지금까지의 인터넷전문은행 관련 국내연구는 잠재적 이용자를 대상으로 서비스 수용여부에 대해 조사한 연구가 대부분이거나 서비스 도입전의 법제도적 측면의 한계와 개선에 관한 연구가 중심이었다. 이에 본 연구는 은행마케팅 측면에서 한국의 인터넷전문은행과 일반은행 실제 사용자들의 고객경험을 비교하고, 고객의 만족도와 충성도에 어떠한 고객경험 요인들이 영향을 미치는지 실증적으로 분석하여 향후 실무적으로 활용 가능한 인터넷전문은행의 개선 및 발전 방향을 제시하고자 한다. 본 논문의 연구목적을 정리하면 다음과 같다. 첫째, 인터넷전문은행의 지속가능한 경영을 영위하기 위한 만족도, 충성도에 영향을 미치는 고객 경험 요인들을 확인하고자 한다. 둘째, 인터넷전문은행의 주요 서비스 특성인 유용성, 편리성, 직원-고객간 연관성, 보안 요인에 대해 은행고객 대상 설문조사를 통해 고객 만족과 고객 충성도를 결정하는 요인의 은행형태별 비교우위성을 측정하고자 한다. 또한 이론 및 실증적 연구결과를 토대로 은행형태별 고객 경험, 고객 만족도, 고객 충성도 간의 구조적 관계를 설명하고자 한다. 본 연구는 고객 경험, 고객 만족 및 고객 충성도의 측정에 대한 연구들의 이론적 고찰을 통해서 Garg et al.(2014)와 Heskett et al.(1994)이 제안한 모델을 기초로 유용성, 편리성, 직원-고객간 연관성, 보안에 대한 고객 경험이 고객 만족도와 충성도에 영향을 미칠 것이라는 가정 하에 연구모형을 제시하였다. 본 연구모델에서 채택한 고객 경험 요인은 은행업계 및 학계 전문가의 인터뷰를 거쳐 최종 선정하였다. 각 요인간의 상관관계를 알아보고자 변수의 조작적 정의를 통해 구조화된 설문지를 개발하였다. 일반은행과 인터넷전문은행 서비스를 실제 이용해 본 고객들을 대상으로 2개월간 설문조사를 실시하였으며 회수된 설문지 중 총 527부를 실증 분석에 사용하였다. 설문 응답자의 일반적 특성을 파악하기 위한 빈도분석을 시행하였고, 인구통계학적 변수는 성별, 연령, 교육 수준, 직업, 연소득, 금융자산 등이다. 그리고 탐색적 요인분석, 확인적 요인분석 및 신뢰도 분석을 실시하여 변수의 조작적 정의와 가설의 객관성과 타당성을 확보하였다. 집단간 비교 검증을 위해 독립집단 T-test를 수행하고, 변수간 인과관계 분석을 위해서는 구조방정식을 적용하였다. 연구결과를 요약하면 다음과 같다. 첫째, 일반은행과 인터넷전문은행 전체 집단의 모수추정치와 Bootstrap 방법을 통해 Usefulness, ECE, Security가 Customer satisfaction과 Customer loyalty에 영향을 미쳤으며, Customer satisfaction은 Customer loyalty에 영향을 미치는 것을 확인하였다. 한편, Convenience는 Customer satisfaction에 영향을 미쳤으나, Customer loyalty에는 미치지 않는 것을 확인하였다. 둘째, t-test를 이용하여 변수별 평균을 일반은행과 인터넷전문은행 집단간 비교하고 평균차이의 효과 크기를 분석하기 위해 Cohen’s d를 살펴보았다. 분석 결과에 따르면, Convenience를 제외하고 Usefulness, ECE 및 Security는 두 집단간에 통계적으로 유의미한 차이가 있는 것을 확인했다. 또한, 효과크기에 있어서는 Usefulness에 대해서는 moderate effect 또는 large effect가 있는 것으로 나타났으며, ECE와 Security에 대해서는 각각 moderate effect와 small effect가 있는 것으로 나타났다. Customer loyalty, Customer satisfaction에 대해서는 두 집단간에 통계적으로 유의미한 차이가 발견되지 않았다. 셋째, 은행유형별 조절효과를 검증하기 위하여 교차타당성 확인을 위한 측정동일성 검증을 실시하였고, 집단간 경로의 통계적으로 유의한 차이성을 확인하는 다중집단분석을 수행하였다. 일반은행과 인터넷전문은행 집단의 대응모수 비교결과, 인터넷전문은행 집단에서 Usefulness가 Customer satisfaction에 더 영향을 미치는 것을 확인했다. 일반은행 집단에서는 ECE가 Customer satisfaction에 더 영향을 미치는 것을 확인했다. 반면에, Convenience와 Security의 Customer satisfaction에 대한 은행유형의 조절효과는 없는 것으로 확인되었다. 일반은행과 인터넷전문은행 집단의 대응모수 비교결과, 인터넷전문은행 집단에서 Usefulness가 Customer loyalty에 더 영향을 미치는 것을 확인했다. 일반은행 집단에서는 Customer satisfaction이 Customer loyalty에 더 영향을 미치는 것을 확인했다. 반면에, Convenience, ECE와 Security는 Customer loyalty에 대해서 은행유형의 조절효과가 없는 것으로 확인되었다. 본 연구는 인터넷전문은행이 출범한 이후 일반은행과의 치열한 경쟁에서 고객열위를 극복하고 지속가능한 경쟁력을 확보하기 위해 기존 고객 유지 및 신규 고객 유치를 위해 취할 수 있는 전략적 측면에 초점을 맞춰 고객이 실제로 인지하고 있는 서비스에 대한 혜택, 위험 요인을 검증한다는 점에서 의의가 있을 것이다. 또한 24시간동안 인터넷을 기반으로 비대면 중심의 영업을 전개하는 인터넷전문은행 성공요인인 고객 만족, 충성도가 어떠한 요인에 의해 영향을 받는지 실증적으로 검증한다는 점은 인터넷전문은행에 실무적 도움을 제공할 수 있을 것이라 기대한다. With the advent of the 4th Industrial Revolution, a year has passed since the launch of the ICT-based Korean Digital Bank. The original purpose of Digital Bank was to combine ICT innovation into finance to generate new FinTech results and foster FinTech-based financial companies. Until now, most of the domestic research on Digital Banks were conducted on the acceptance of services to potential users, or on the limitations and improvement of legal and institutional aspects prior to the introduction of Digital Banks. This research compares customer experiences of actual users of Digital Banks and Traditional Banks in Korea in terms of bank marketing, and present improvement and development directions of Digital Banks that can be utilized in the future by analyzing empirically what factors influence customer experience factors in customer satisfaction and loyalty. The research objectives of this paper are as follows. First, this study identifies customer experience factors that affect satisfaction and loyalty to lead sustainable management of Digital Banks. Second, this study measures the comparative advantage of factors that determine customer satisfaction and customer loyalty by surveying bank customers on the main service characteristics of Digital Banks: usefulness, convenience, employee customer engagement, and security factors. This study also describes the structural relationship between customer experience, customer satisfaction, and customer loyalty by type of bank based on theoretical and empirical research results. Based on the model proposed by Garg et al. (2014) and Hesmet et al. (1994), this study presented a research model based on the theoretical considerations of the studies on the measurement of customer experience, customer satisfaction and loyalty, assuming that customer experience factors such as usefulness, convenience, employee customer engagement, and security will affect customer satisfaction and loyalty. Customer experience factors adopted in this research model were finally selected after interviews with experts from the banking industry and academia. A structured questionnaire was developed through the operational definition of a variable to identify the correlation between each factor. The Traditional and Digital Bank services were surveyed for two months by customers who actually used them and a total of 527 of the collected questionnaires were used for empirical analysis. A frequency analysis was conducted to identify the general characteristics of the survey respondents, and demographic variables were gender, age, education level, job, annual income and financial assets. In addition, exploratory factor analysis, confirmatory factor analysis, and reliability analysis were conducted to secure the operational definition of variables and the objectivity and validity of hypotheses. Independent group T-test was performed for verification of multi-group comparison, and structural equation model was applied for analysis of causality between variables. The results of the study are summarized as follows. First, the parameter estimation and bootstrap method of the entire Traditional and Digital Bank group confirmed that the usefulness, employee customer engagement, and security affect the customer satisfaction and customer loyalty, and the customer satisfaction influence the customer loyalty. Convenience, meanwhile, was found to influence customer satisfaction, but not to the customer loyalty. Second, from the results of the t-test and Cohen’s d numerical analysis, usefulness, employee customer engagement and security, with the exception of convenience, confirmed that there were statistically significant differences between two groups. In addition, it was shown that there are moderate effect or large effect for usefulness in terms of effect size, and that there are moderate effect and small effect for employee customer engagement and security respectively. No statistically significant differences were found between two groups for customer loyalty, customer satisfaction. Third, the measurement equivalence verification was performed to verify the moderating effect by type of bank, and the multi-group analysis was performed to confirm the statistically significant difference in the path between two groups. Comparing the parametric estimation of two groups, the usefulness in Digital Bank group was found to have more influence on the customer satisfaction. employee customer engagement in Traditional Bank group was to have more impact on customer satisfaction. On the other hand, it was found that there was no moderating effect of the banking type for the customer satisfaction of convenience and security. A comparison of the parametric estimation of the two groups confirmed that usefulness have more impact on customer loyalty in the Digital Bank group. The customer satisfaction of Traditional Bank group was found to have more influence on the customer loyalty. On the other hand, convenience, employee customer engagement, and security, were found to have no moderating effect of the banking type for the customer loyalty. This research will be meaningful in that since the launch of Digital Bank, it will focus on customer aspects to overcome customer ranks and ensure sustainable competitiveness with Traditional Bank to verify the benefits and risk factors for services that customers are actually aware of. In addition, this research is expected to will provide practical assistance to Digital Bank as it verifies empirically what factors influence customer satisfaction and loyalty, the success factors of Digital Bank that deploys non-face-to-face oriented operations based on the Internet for 24 hours.

(An) empirical study of NFT purchase behavior influencing factors using technology acceptance model

김기영 Graduate School, Yonsei University 2022 국내박사

[Abstract] This study conducted an empirical study on NFT characteristics, purchase intention and behavior. First of all, Delphi survey was conducted to derive NFT characteristics, and then Technology Acceptance Model(TAM) was used to analyze the purchase intention and behavior according to NFT characteristics. For this purpose, survey was conducted on 30 persons of NFT professional group and 210 persons were surveyed for empirical analysis. First, 5 NFT characteristics(authenticity, scarcity, utility, community and economics) were derived through Delphi survey. In the TAM analysis conducted with these as external factors, first, only authenticity, community and economics among NFT characteristics were found to be important factors directly affecting the perceived usefulness. Second, only community among NFT characteristics was found to directly affect the perceived ease of use. Third, the perceived ease of use was found to have a significant influence on the perceived usefulness, and perceived usefulness was found to have a significant influence on the purchase intention. On the other hand, the perceived ease of use was found not to have a significant influence on the purchase intention. Lastly, NFT purchase intention was found to have a significant influence on the purchase behavior. Authenticity is the most critical characteristic of NFT feature and can be regarded as a factor for the purchaser to recognize the perceived ease of use in that it is the basis for solving the copyright issue of digital works, derivative creation right and connection with various industries. In case of community, the features of decentralized ecosystem based on blockchain may affect the purchase behavior of the consumers. That is, the purchaser may buy NFT, attracted by NFT ecosystem where they can be the consumer, the producer and act as the marketers at the same time. This result of deriving significant influence of NFT economics confirmed that the purchaser may recognize the NFT as the target of investment and a means of creating wealth. The importance of authenticity enabled us to recognize the importance of technology development for authenticity certification and institutional arrangement of copyright as the copyright issue might result in problems with recent activation of NFT. In addition, it was confirmed that continuous investment and management on community was required for NFT related companies to increase competitiveness by revealing that community was important factor for purchase of NFT. Through the importance analysis of NFT economics, it was confirmed that people might connect to various businesses and it might be the plan for creating new wealth through investment. It serves as the ground for the necessity that NFT related companies should converge with various kinds of industries. As a result, this study can provide basic data for prediction of actual behavior of NFT purchase, provision of new service, establishment of new service and institutional arrangement by clarifying NFT characteristics and identifying determinants affecting the usefulness, ease of use, purchase intention and behavior of consumers. [ Conclusion and Implications ] 1 General Discussion With the advent of the 4th industrial revolution, blockchain based technology has emerged. As NFT based on blockchain has emerged as a hot topic, it has been connected with various industrial areas and highlighted. While this technology is in the spotlight, NFT still lacks factors for purchase and acceptance so far. Accordingly, this study aims to provide implications for establishing plans to sell and utilize NFT by examining NFT characteristics and explaining the influence relation between purchase behavior and NFT characteristic. To achieve the purpose of this study, NFT characteristics are applied to TAM and factors for purchase behavior are derived. For this purpose, NFT characteristics were first derived through Delphi survey. For Delphi analysis conducted to derive NFT characteristic, a total of 2 surveys were conducted on 30 NFT professionals. As a result, core factors such as authenticity, scarcity, utility, community and economics were derived. The empirical analysis was conducted along with precedent studies on perceived usefulness, perceived ease of use, purchase intention, purchase behavior as well as NFT characteristics derived through Delphi method. The empirical analysis was conducted on a total of 2,000 professionals and 210 copies were recovered. Except 6 copies with poor response out of 210 copies recovered, 204 copies were finally analyzed. Hypotheses of this study were verified and the results are summarized as follows. First, as a result of checking the effects of NFT characteristic on perceived usefulness, among NFT characteristics, authenticity, scarcity, utility, community economics, only authenticity(C.R=2.011, p<0.05) and community(C.R=3.311, p<0.001), economics(C.R=4.957, p<0.001) are found to have a significant relation. Second, as a result of checking the effects of NFT characteristic on perceived ease of use, among NFT characteristics, only community(C.R=3.311, p<0.001) is found to have a significant relation. Third, as a result of checking the effects of perceived ease of use on perceived usefulness, perceived ease of use was found to have a significant relation with perceived usefulness(C.R=3.015, p<0.01). Fourth, as a result of checking the effects of perceived usefulness on purchase intention, perceived usefulness was found to have a significant relation with purchase intention(C.R=9.169, p<0.001). Fifth, as a result of checking the effects of perceived ease of use on purchase intention, perceived ease of use was found not to have a significant relation on purchase intention(C.R=-.204, p>0.05). Sixth, as a result of checking the effects of purchase intention on purchase behavior, purchase intention was found to have a significant relation on purchase behavior(C.R=9.944, p<0.001). Through this, NFT characteristic is confirmed to have a significantly positive(+) effect on the purchase behavior through perceived usefulness and purchase intention. 2 Implications of Study The academic implication presented based on the analysis results of this study are as follows. First, it is meaningful in that this study derived the characteristic factors of NFT through Delphi analysis with 30 professionals through systematic review process of related precedent studies. Second, this study has prepared a theoretical system to explain the practical relationship between NFT characteristics, usefulness and ease of use in applying innovative technologies such as NFT based on the study results. Third, it was confirmed that the community among NFT characteristics was an important factor for usefulness and ease of use and that authenticity and economics were important factors for usefulness. It also confirms that the values placed on NFT by the consumer are divided into authenticity for works, community participation through NFT and economics for investment and business. At last, it was also confirmed that scarcity and utility were not influence factors that might promote consumption of consumers while they were important factors among NFT characteristics. The practical implications of this study can be summarized as follows. With regard to detailed implications, understanding and convenience of use for NFT were found to affect when it led to purchase behavior among women as a result of frequency analysis. Through this, it is clear that NFT marketing for women should focus on understanding and ease of use of NFT. In case of men, only 50% judged that NFT characteristic might help perceived usefulness and perceived ease of use as a result of frequency analysis, but it was found to lead to purchase behavior if recognized. Through this, it is clear that NFT marketing targeting men should focus on usefulness and ease of use of NFT. With regard to people in their 20’s and 30’s, when planning goods in a way that NFT characteristics lead to actual purchase, it is required to have usefulness actually helpful as NFT and to explore methods such as promotion planning and simplification of payment method that can directly lead to purchase if purchase intention occurs. With regard to people in their 40’s and 50’s, NFT characteristics do not have much influence on perceived ease of use for the factor of purchasing NFT, it is difficult to lead to purchase behavior of NFT if there exists no perceived ease of use. Given this, it is required to apply the plan easy to understand and purchase when planning products for people in their 40’s and 50’s, and to lower the entry barrier to community of NFT. Overall implications are as follows. First, authenticity among NFT characteristic is found to play an important role in NFT. Accordingly, it is required to develop technology for verification of authenticity and institutional arrangement for copyright related problems which have become issues recently with activation of NFT. This study proves that such maintenance and technology development can be established as a new strategy for purchasers to form more positive purchase behavior on NFT in the current NFT environment. Second, the scarcity was the main factor of NFT purchase when NFT was first highlighted, but as is seen from the recent BAYC price decline or price decrease of first twit of Twitter or Bipple’s price, it is no longer meaningful factor in NFT purchase, which is revealed in empirical analysis. Third, since features such as derivative creativity or P2E included in utility are related to economics, the economics of NFT can be an important factor for regarding NFT as useful among NFT purchasers. Fourth, NFT related companies should not only continuously invest and manage for community in order to increase their competitiveness, but also make efforts to increase the value of community, that is, to increase social capital and membership function, in order to differentiate itself from other NFT. This can be confirmed through influence factors of community on usefulness and ease of use of NFT. Fifth, it is proven that blockchain and coin are recognized as the targets of investment among most people after Bit Coin incident with regard to interest on economics of NFT. Sixth, NFT can be connected to various businesses and become a plan for creation of new wealth through investment. Based on this, NFT related companies should pursue convergence with various industries and it was proven through influence factors of economics on usefulness. Seventh, efforts should be made for purchase plan and understanding in order to encourage purchase of NFT. Perceived ease of use of utilization, purchase and understanding of NFT is directly connected to usefulness, which in turn will lead to future purchase behavior. Based on this, companies should establish a system convenience for purchase and utilization of NFT, and related government departments and agencies may pursue NFT activation through education on NFT. Lastly, this study is considered to provide basic data useful for prediction of actual behavior of NFT consumers, provision of new service, establishment of strategies and institutional arrangement by clarifying the characteristics of NFT that have been highlighted as a new industry in various kinds of areas and to identify the determinants that affect the usefulness, ease of use and purchase behavior of consumers. To understand the spread and utilization of NFT, continuous academic research is important. By checking the intangible digitization and how the perception of people differs regarding this, it may help establish theories regarding consumer behaviors and investment behaviors. 3 Limitation and Future Direction of Study This thesis examined the purchase factors of NFT by establishing NFT characteristics (not established in the past) along with professionals, organizing Technology Acceptance Model(TAM) and conducting empirical analyses. Since the NFT characteristics derived from Delphi were found not to affect both usefulness and ease of use in some areas, however, this thesis may predict that another purchase factor is inherent. The subjects of empirical analysis of this study were those who purchased or invested IN NFT. While the market and transaction of NFT is increasing explosively, only a few people are aware and use them now. Due to this, the size of population for random sampling in empirical analysis of this study is revealed as a limitation. It is required for future studies to identify the inherent purchase factors by expanding the scope of Delphi professionals and collecting opinions of various panels. In addition, more detailed studies are required on the utility and scarcity which were rejected during empirical analysis while they were derived in Delphi analysis. 본 연구는 NFT의 특성과 그에 따른 구매의사 및 행동에 대한 실증연구를 수행하였다. 먼저, NFT 특성을 도출하기 위해 델파이 조사를 실시하였고 이후 NFT 특성에 따른 구매의사 및 행동을 분석하기 위해 기술수용모델(TAM)을 활 용하여 연구를 수행하였다. 이를 위해 NFT 전문가 그룹 30명을 대상으로 델파이 조사를 실시하였으며, 실증분석을 위해 210명을 대상으로 설문조사를 실시하였다. 먼저, 본 연구에서는 델파이 조사를 통해 NFT 특성 5가지(진본성, 희소성, 유틸리 티, 커뮤니티, 경제성)를 도출하였다. 이를 외부요인으로 하여 실시한 TAM 분석에 서는 첫째, NFT의 특성 중 진본성과 커뮤니티, 경제성만이 인지된 유용성에 직접 적으로 영향을 주는 중요한 요소로 나타났다. 둘째, NFT 특성 중 커뮤니티만 인 지된 이용 용이성에 직접적으로 영향을 주는 것으로 나타났다. 셋째, 인지된 이 용 용이성은 인지된 유용성에, 인지된 유용성은 구매의도에 유의한 영향을 미치 는 것으로 나타났다. 반면, 인지된 이용 용이성은 구매의도에 유의한 영향을 미 치지 못하는 것으로 나타났다. 마지막으로 NFT 구매의도는 구매행동에 유의한 영향을 미치는 것으로 나타났다. 진본성은 NFT의 특성 중 가장 핵심특성으로 디지털저작물의 저작권 이슈 해결과 2차 창작 권한 및 다양한 산업 접목의 기반이 된다는 점에서 구매자들 이 이용 용이성을 인식하는 요인이 되는 것으로 볼 수 있다. 커뮤니티는 블록 체인을 기반으로 한 탈중앙화된 생태계의 특징이 소비자들의 구매 행동에 영 향을 미친 것으로 볼 수 있다. 즉, 구매자는 소비자이면서 생산자, 그리고 마 켓터로 활동할 수 있는 NFT 생태계에 매력을 느껴 NFT를 구매하는 것이라 고 할 수 있다. NFT의 경제성의 유의한 영향력 도출결과는 구매자들이 NFT 를 투자의 대상, 부 창출의 수단으로 인식하고 있음을 확인할 수 있게 하였다. 본 연구는 기존에 규명되지 않았던 NFT 특성을 전문가 30인 패널과 함께 규명 하였다는 데 의의가 있으며, 기술 수용 모델을 활용하여 NFT의 특성과 유용성 및 용이성에 대한 실질적인 관계를 설명할 수 있는 학문적 체계를 마련했다는 점에서 의미가 있다. NFT 구매요인 중 진본성의 중요성은 최근 NFT가 활성화 되면서 제도적으로 문제가 되는 저작권에 대한 제도적 정비 및 진위증명에 대 한 기술개발의 필요성을 인지할 수 있도록 하였다. 또 커뮤니티가 NFT 구매에 중요한 영향요인임을 밝혀 NFT 관련 기업들이 경쟁력을 키우기 위해서는 커뮤 니티에 대한 지속적인 투자 및 관리가 필요함을 확인하였다. NFT 경제성의 중 요성 분석을 통해 사람들이 NFT가 다양한 비즈니스에 접목될 수 있으며, 투자 를 통한 새로운 부의 창출 방안이 될 수 있다고 인지하는 것을 확인할 수 있었 다. 이는 NFT 관련 기업들이 다양한 산업들과의 융합을 도모할 필요가 있음의 근거가 되기도 한다. 결과적으로 본 연구는 NFT의 특성을 규명하고 소비자들의 유용성, 용이성 및 구매의도, 행동에 영향을 미치는 결정요인을 파악함으로서 NFT를 구매의 실제적인 행동을 예측하고 새로운 서비스 제공 및 전략수립, 제도적 정비에 유 용한 기초 자료를 제공할 수 있다.

Smartphones Users’ Behavioral Intention in an African Developing Country (The Case of Gabon) : A Relationship between Social Need, Social Influence, Convenience, Perceived Cost Saving and Perceived Usefulness

데브오비앙 경상대학교 대학원 2017 국내석사

In the vast and fruitful studies related to smartphones, very few empirical studies were done in developing countries, especially in the African continent. Even more, there are very few researches that studied the smartphone users' behaviors. In fact, developing countries socio-economic facts, especially the telecommunication infrastructure levels, make the usage of smartphone in developing countries differ from their developed counterparts. The study aims to provide an empirical research on the African smartphone users' behavior. In this research, we have reviewed the most important literature related to usage of Smartphones. We decided to use a modification of the Technology Acceptance Model to perform a theoretical analysis in order to explain the smartphone users’ behavior. This model includes social factors such as social need, influence and other subjective factors such as convenience, perceived cost saving aspects of using a smartphone in the context of a developing country. Considering such factors, we studied the behavioral intentions towards the use of smartphones by developing countries’ consumers. Online survey was carried out through social media network (Facebook, Whatsapp, and KakaoTalk) and email. Due to incomplete responses we received a number of 207 responses. In order to proceed to empirical analysis, we used Statistical Package for Social Sciences (SPSS) version 21 and Analysis of Moment Structure (AMOS 18.0) to assess the reliability and the validity of our hypothesis. Therefore, confirmatory and path analysis have been performed. After data collection and analysis, results have proved that smartphones users display their intention of keeping using the smartphones due to the above mentioned social and subjective factors. More specifically, according to the findings; firstly, the social need has been found to have a positive effect on the perceived usefulness. Secondly, social effects were confirmed to significantly affect (+) the perceived usefulness. Thirdly, convenience of smartphone was confirmed to affect the perceived usefulness of smartphone (+). Fourth, the perceived cost savings was found to affect the perceived usefulness (+). Fifth, Perceived usefulness was confirmed to affect significantly the behavioral intention of smartphone (+). This study should provide an insight to interested parties about African smartphone users’ behavioral intention as well as contributing to the literature of the smartphone usage in the context of a developing country in Africa.

유튜브 골프 콘텐츠 이용동기와 이용특성이 지각된 유용성 및 운동몰입에 미치는 영향

이현 중앙대학교 대학원 2021 국내석사

The purpose of this study was to examine The Effects of YouTube Golf Content Use Motivation and Use Characteristics on Perceived Usefulness and Exercise flow For this research purpose, a questionnaire survey was conducted on YouTube golf content users located in Seoul and Gyeonggi, and 349 pieces of questionnaires were used for final analysis. The collected data were analyzed through frequency analysis, exploratory factor analysis, and correlation analysis verification using the SPSS 26.0 program. The results of the study are as follows. First, From the result of the one-way ANOVA analysis that was conducted to see the differences in use motivation, perceived usefulness, and exercise immersion according to the general characteristics of the study subjects, with regard to gender, 'convenience' as a sub-factor of use motivation was statistically significantly higher in women than in men, while in age, 'convenience' was statistically significant among the sub-factors of use motivation. Then further analysis was conducted and it was shown higher in the 20s and 30s groups than in the 40s and older groupsSecond, from the analysis that conducted on the average difference between groups in use motivation, perceived usefulness, and exercise immersion according to the use characteristics, with regard to the results according to the use period, the characteristics of 'diversity', 'fun' and 'informativeness, and 'perceived usefulness' were shown to be statistically significant, while in use frequency, 'diversity', 'fun', 'informativeness', 'perceived usefulness', and 'exercise immersion' were shown to be statistically significant among the sub-factors of use motivation. Then further analysis was conducted and the characteristics were shown to be higher in the group that uses the contents less than 4 times a week and the group of more than 4 times a week than the group of less than 2 times a week. With regard to hours of use, 'diversity', 'fun', 'informativeness', 'perceived usefulness', and 'exercise immersion' were shown to be statistically significant among the sub-factors of use motivation. Then further analysis was conducted and the characteristics were shown to be higher in the group that uses the contents less than 1 hour and the group of more than 1 hour than in the group of less than 30 minutes. Third, from the analysis of correlation by factors to clarify the effect of YouTube use motivation and use characteristics on perceived usefulness and exercise immersion, the use period as a use characteristics was shown to have a statistically significant positive (+) correlation with 'diversity', 'fun', 'informativeness', and 'perceived usefulness', but the correlation with 'convenience' and 'exercise immersion' was not statistically significant. In the correlation between frequency of use and variables, statistically significant positive (+) correlation was found in all factors except for the 'convenience' factor. In the correlation between use hours and variables, there was a positive (+) correlation in all factors except the 'convenience' factor. Meanwhile, analysis of the correlation of YouTube golf contents use motivation with perceived usefulness and exercise immersion showed a statistically significant positive (+) correlation in all factors, and finally, statistically positive (+) correlation was shown between perceived usefulness and exercise immersion. Fourth, from a multiple regression analysis that was conducted to examine the relationship between use motivation, use characteristics, perceived usefulness, and exercise immersion, first, with regard to the influence of use motivation on perceived usefulness, 'informativeness', 'fun', and 'diversity' as sub-factors of use motivation had a statistically significant positive (+) effect on perceived usefulness in the sequence, while with regard to the influence of use motivation on exercise immersion, 'informativeness', 'convenience', 'fun' were found to have a statistically significant positive (+) effect on 'excercise immersion'. Next, the result of the effect of perceived usefulness on exercise commitment had a positive (+) effect on perceived usefulness. For the effect of the use characteristics on perceived usefulness, 'use time' and 'use frequency' had a positive (+) effect on perceived usefulness in the sequence, and for the effect of use characteristics on exercise immersion, It was confirmed that the 'frequency' factor had a positive (+) effect on exercise immersion. Based on these results, it was possible to get to know the use motivation, use characteristics, perceived usefulness, and exercise immersion of YouTube golf content users. It was confirmed that the perceived usefulness increased according to the motivation and characteristics of use and had an effect on the actual exercise immersion. It is considered that this study can be used as basic data for promoting golf population growth, golf infrastructure construction and golf industry base expansion via YouTube golf channels by producing higher quality YouTube golf contents and creating a positive impact on actual exercise immersion. 본 연구는 유튜브 골프 콘텐츠 이용동기와 이용특성이 지각된 유용성 및 운동몰입에 미치는 영향을 알아보는 것이었다. 이와 같은 연구목적을 위하여 서울, 경기 소재의 유튜브 골프 콘텐츠 이용자를 대상으로 설문조사를 실시하였으며 349부의 설문지를 최종분석에 사용하였다. 수집된 자료는 SPSS 26.0 프로그램을 이용하여 빈도분석, 탐색적 요인분석, 상관관계분석 검증을 통하여 분석하였다. 본 연구의 결과는 다음과 같다. 첫째, 연구 대상자의 일반적 특성에 따른 이용동기, 지각된 유용성, 운동몰입의 차이를 분석하기 위해 일원변량분석(one-way ANOVA)를 실시한 결과, 성별에서는 이용동기의 하위요인 중 ‘편리성’이 여자가 남자보다 통계적 유의하게 높게 나타났고 연령에서는 이용동기의 하위요인 중 ‘편리성’이 통계적 유의하게 나타났으며 이에 사후분석을 실시한 결과 40대 이상 집단보다 20대, 30대 집단이 더 높게 나타났다. 둘째, 이용특성에 따른 이용동기, 지각된 유용성, 운동몰입의 집단 간 평균차이를 분석한 결과, 이용기간에 따른 결과는 이용동기의 하위요인 중 ‘다양성’, ‘흥미성’, ‘정보성’과 ‘지각된 유용성’이 통계적 유의하게 나타났으며 이용빈도에서는 이용동기의 하위요인 중 ‘다양성’, ‘흥미성’, ‘정보성’과 ‘지각된 유용성’, ‘운동몰입’이 통계적 유의하게 나타났으며 이에 사후분석을 실시한 결과 주 2회 미만 집단보다 주 4회 미만, 주 4회 이상 집단이 더 높게 나타났다. 이용시간에서는 이용동기의 하위요인 중 ‘다양성’, ‘흥미성’, ‘정보성’과 ‘지각된 유용성’, ‘운동몰입’이 통계적 유의하게 나타났으며 이에 사후분석을 실시한 결과 30분미만 집단보다 1시간미만, 1시간이상 집단이 더 높게 나타났다. 셋째, 유튜브 이용동기와 이용특성이 지각된 유용성 및 운동몰입에 미치는 영향을 규명하기 위하여 요인별 상관관계를 분석한 결과, 이용특성 중 이용기간은 ‘다양성’, ‘흥미성’, ‘정보성’, ‘지각된 유용성’에서 통계적 유의한 정적(+) 상관관계가 나타났지만 ‘편리성’, ‘운동몰입’과는 상관관계가 통계적으로 유의하지 않았다. 이용빈도와 변인들과의 상관관계에서는 ‘편리성’ 요인을 제외한 모든 요인에서 통계적 유의한 정적(+) 상관관계가 나타났다. 이용시간과 변인들과의 상관관계에서도 ‘편리성’ 요인을 제외한 모든 요인에서 정적(+) 상관관계가 나타났다. 한편 골프 유튜브 이용동기와 지각된 유용성, 운동몰입과의 관계성 분석을 모든 요인에서 통계적 유의한 정적(+) 상관관계를 나타내었고 마지막으로 지각된 유용성과 운동몰입과의 통계적 정적(+) 상관관계를 나타내었다. 넷째, 이용동기, 이용특성, 지각된 유용성, 운동몰입의 관계를 규명하기 위하여 다중회귀분석을 실시한 결과, 먼저 이용동기가 지각된 유용성에 미치는 영향으로는 이용동기의 하위요인 중 ‘정보성’, ‘흥미성’, ‘다양성’ 순으로 지각된 유용성에 통계적 유의하게 정적(+) 영향을 미쳤으며 이용동기가 운동몰입에 미치는 영향으로는 ‘정보성’, ‘편리성’, ‘흥미성’ 순으로 운동몰입에 통계적 유의한 정적(+) 영향을 미치는 것으로 확인되었다. 다음 지각된 유용성이 운동몰입에 미치는 영향의 결과는 지각된 유용성은 운동몰입에 정적(+) 영향을 미쳤다. 다음 이용특성이 지각된 유용성에 미치는 영향의 결과로는 ‘이용시간’, ‘이용빈도’ 순으로 지각된 유용성에 정적(+) 영향을 미쳤으며 이용특성이 운동몰입에 미치는 영향의 결과로 ‘이용빈도’ 요인이 운동몰입에 정적(+) 영향을 미치는 것으로 확인되었다. 이와 같은 결과를 토대로 살펴보면 유튜브 골프 콘텐츠 이용자의 이용동기와 이용특성, 지각된 유용성, 운동몰입에 대해 알 수 있었으며, 이용동기와 이용특성에 따라 지각된 유용성이 높아지고 이는 실제 운동몰입에 영향을 미치는 것을 확인하였다. 본 연구를 통해 유튜브 골프 콘텐츠의 보다 우수한 품질의 유튜브 골프 콘텐츠 생산과 실제 운동몰입에 미치는 긍정적인 영향을 통해 골프 인구 증진, 골프 인프라 구축, 유튜브 골프채널을 이용한 골프산업의 저변 확대를 위한 기초적인 자료로써 활용 될 수 있을 것으로 사료된다.

패션 공유경제 서비스 특성이 지각된 유용성, 신뢰 및 이용의도에 미치는 영향

백은진 경희대학교 대학원 2019 국내석사

As the sharing economy began to be considered as a future alternative consumption model and a new economic paradigm, various sharing economy platforms have begun to emerge in the fashion industry. However, Korea's fashion sharing economy service industry has low success rates and insufficient academic research. This study identified multiple components of the fashion sharing economy service characteristics recognized by users, analyzed how these characteristics can affect perceived usefulness, trust and use intention through empirical data, and examined the mediating effect of perceived usefulness and trust within the research model. The data collection was carried out through both pilot and final surveys for systematic verification of the research model through empirical data. Preliminary data were collected from a subpopulation of 60 women in their twenties and forties in the pilot survey, and the questionnaire was modified and supplemented after the reliability and validity were verified. The final survey was conducted to 618 Korean women and from this response, 605 were collected. Out of 605 participants, only 271 had previously been aware of the fashion sharing economy service for the verification of research model and hypotheses. For data analysis, statistical factor and correlation analysis using SPSS 21.0 were employed, and causal analysis of the structural model for hypotheses verification was performed through AMOS 21.0. The results of the present study are as follows: First, five factors were addressed for the characteristics of the fashion sharing economy service: sustainability, economy, diversity, hedonic value and sharing. The reliability and validity of fashion sharing economy service , perceived usefulness, trust and use intention, and the measurement variables were all considered. Second, fit indices of the structure model among the fashion sharing economy service characteristics and perceived usefulness, trust, and use intention were discussed. Causal analysis indicated that hedonic value and diversity had positive effects on perceived usefulness while economy, sustainability and sharing did not show significant influence. The study also revealed that hedonic value, sustainability and economy had positive effects on public trust, while diversity and sharing were not affected. Finally, trust had a positive effect on perceived usefulness, and both perceived usefulness and trust synergistically had a positive effect on use intention. Third, trust had a partial mediating effect on the relationship between hedonic value and perceived usefulness. Perceived usefulness and trust had a full mediating effect on the relationship between hedonic value and use intention, and partial mediating effect on the relationship between diversity and use intention. The results of this study showed that the perceived characteristics of the fashion sharing economy service significantly affected perceived usefulness and trust, and furthermore played an important role in the infiltration and use of sharing economy services in the fashion industry. This study emphasizes academic significance to classify the characteristics of the fashion sharing economy service and to demonstrate the causality of perceived usefulness, trust and purchase intention. In addition, the study helps to set up a research model for providing the basic data for the fashion industry. It is also expected that industry insiders of the fashion sharing economy sector will be able to use this study in establishing effective marketing strategies by providing empirical information about what factors in the sub-dimensional characteristics of the fashion sharing economy service affect perceived usefulness, trust and use intention of consumers. 공유경제는 새로운 경제 패러다임으로 수 년 전부터 미래의 대안 소비로 주목받기 시작하면서 공유경제 서비스의 확산에 따라 패션 산업에서도 다양한 공유경제 서비스가 등장하기 시작했다. 그러나 국내 패션 공유경제 서비스 산업은 성공률도 낮고 공유경제 서비스에 대한 학술적인 연구도 부족한 실정이다. 따라서, 본 연구는 사용자가 인식하는 패션 공유경제 서비스 특성의 구성 요인을 파악하고, 패션 공유경제 서비스 특성(쾌락성, 경제성, 지속가능성, 다양성, 공유성)에 대한 지각된 유용성, 신뢰가 이용의도에 어떤 영향을 미치는 가를 실증 자료를 통해 분석하였으며 연구모형 내에서 지각된 유용성과 신뢰의 매개효과를 알아보았다. 실증적 자료를 통한 연구 모형의 체계적 검증을 위해 예비조사와 본조사를 통해 자료 수집을 진행하였다. 예비조사를 위해 20대-40대 여성 60명을 대상으로 자료를 수집하였으며, 설문지의 신뢰도와 타당도를 검증한 후 이를 바탕으로 설문지를 수정 및 보완하였다. 본조사는 2019년 1월에 시작하였으며 총 618부를 수집하여 불성실한 응답을 제거한 605부 가운데 패션 공유경제 서비스를 기존에 인지하고 있었던 응답자의 자료 271부를 연구 모형과 가설 검증을 위해 사용하였다. 자료 분석을 위해 SPSS 21.0 통계프로그램을 이용하여 요인분석과 상관관계분석을 실시하였고, AMOS 21.0을 통해 가설 검증을 위한 구조모형의 인과관계 분석을 실시하였다. 연구의 결과는 다음과 같다. 첫째, 패션 공유경제 서비스 특성은 지속가능성, 경제성, 다양성, 쾌락성, 공유성의 총 5가지 요인으로 도출되었다. 패션 공유경제 서비스 특성, 지각된 유용성, 신뢰, 이용의도의 측정도구와 패션 공유경제 서비스 특성, 지각된 유용성, 신뢰, 이용의도의 신뢰와 타당성은 검증되었다. 둘째, 패션 공유경제 서비스 특성과 지각된 유용성, 신뢰, 이용의도 간 인과관계 구조모형의 적합도를 검증하였다. 인과관계 분석결과 쾌락성과 다양성 순으로 지각된 유용성에 정(+)의 영향을 미쳤고 경제성, 지속가능성, 공유성은 영향을 미치지 않은 것으로 나타났다. 쾌락성, 지속가능성, 경제성 순으로 신뢰에 정(+) 영향을 미쳤으며 다양성, 공유성은 영향을 미치지 않았으며. 신뢰는 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났으며 지각된 유용성과 신뢰는 모두 이용의도에 정(+)의 영향을 미치는 것으로 분석되었다. 셋째, 매개효과 검증 결과 패션 공유경제 서비스 특성인 쾌락성과 지각된 유용성 간 관계에서 신뢰는 부분적으로 매개효과가 있는 것으로 나타났으며, 패션 공유경제 서비스의 특성인 쾌락성은 이용의도 간 관계에서 매개변인 지각된 유용성과 신뢰는 완전 매개효과가 있는 것으로 분석되었으며 다양성과 이용의도 간 관계에서 매개변인 지각된 유용성과 신뢰는 부분 매개효과가 있는 것으로 나타났다. 본 연구의 결과는 사용자가 인지하는 패션 공유경제 서비스 특성이 지각된 유용성과 신뢰에 영향을 미치며 나아가 패션 산업에서의 공유경제 서비스를 이용하는데 있어 중요한 요소로 작용함을 알 수 있다. 본 연구는 선행연구를 바탕으로 패션 공유경제 서비스 특성을 구성하고, 지각된 유용성, 신뢰 및 구매의도의 인과관계를 실증분석을 하였으며, 연구모형을 구축하여 연구의 기초자료를 제공한 점에서 학문적 의의가 있다. 또한 패션 공유경제 서비스 특성 하위차원 중 어떤 요인이 소비자들이 유용하게 지각하고 신뢰감을 형성할 수 있는지, 나아가 이용 의도를 발전시키는지에 대한 정보를 실증적으로 제공함으로써, 패션 공유경제 서비스의 산업 관계자들이 효과적인 마케팅 전략 수립에 활용할 수 있으리라 기대된다.

핀테크디지털샌드박스(D-테스트베드) 이용의도 및 재이용의도에 영향을 미치는 요인에 관한 연구 : D-테스트베드 도입전후의 비교연구를 중심으로

이문락 동국대학교 일반대학원 2022 국내박사

정부는 2015년부터 「IT금융·융합 지원 방안」을 마련하여 핀테크 산업 육성을 추진하고 있으며 최근에는 개인정보보호법, 정보통신망법, 신용정보법 등 데이터 3법을 마련함으로써 4차 산업혁명 시대에 데이터를 활용한 신산업을 적극적으로 지원하고 있다. 또한 사전적 규제인 포지티브 방식 적용과 금융규제샌드박스 시행 등을 통해 지속적으로 규제를 완화하고 있다. 이러한 시점에 금융당국과 한국핀테크지원센터가 핀테크 기업과 종사자를 대상으로 아이디어나 솔루션을 사전검증(PoC)할 수 있는 플랫폼인 D-테스트베드를 출시함으로써 핀테크업계에서는 상당한 기대감을 갖고 바라보고 있다. 금융규제샌드박스에 관한 기존 연구는 국내 금융규제샌드박스에 대한 규제혁신, 소비자보호, 규제체계 등에 대한 법률적 고찰에 대한 논문이 대다수를 차지하고 있다. 하지만 규제 샌드박스를 정보기술로서 기술적 차원에서 수용의도에 영향을 미치는 요인에 대해 연구한 논문은 많지 않다. 따라서 D-테스트베드가 정식 출시를 앞두고 있는 시점에 플랫폼의 이용의도 및 재이용의도에 영향을 미치는 요인에 대해 실제 참가자들을 대상으로 설문을 통해 실증연구를 진행함으로써 D-테스트베드 플랫폼과 혁신금융서비스의 활성화 방안을 제시하고자 한 것은 상당한 의미가 있다고 할 수 있다. 본 연구는 확장된 기술수용모형을 바탕으로 D-테스트베드의 이용의도 및 재이용의도에 영향을 미치는 요인에 대해 도입 전후의 경로관계를 상호비교하고 명확한 인과관계를 파악하고자 하였다. 이러한 연구의 목적을 달성하기 위해 기존 선행연구들에 대한 문헌조사를 통해 확장된 기술수용모델(TAM2)과 D-테스트베드 시스템의 특성요인, 기술적 특성 및 수용자의 개인특성들을 통합하여 연구모형을 설계하였다. 종속변수로 도입전은 이용의도로, 도입후는 재이용의도로 설정하였다. 독립변수는 사회적 영향, 개인 혁신성, 서비스 품질, 상대적 이점, 보안우려 등으로 조작적 정의를 통하여 설정하였고, 매개변수는 인지된 유용성과 인지된 용이성 등으로 한정하였다. 또한 인지된 용이성이 인지된 유용성을 매개하여 이용의도와 재이용의도에 영향을 미치는지를 검증하였다. 이 연구에서 도출된 결과들은 다음과 같다. 첫째, 주요 변인들에 대한 기술적 분석에서 개인 혁신성을 제외한 모든 변인에서 도입전이 도입후에 비해 높게 제시되고 있어 D-테스트베드에 대해 다소 부정적으로 인식하고 있음을 보여주었다. 둘째, 도입전 D-테스드베드의 주요한 독립변수로 설정한 개인혁신성, 상대적이점 및 인지된 용이성이 통계적으로 유의미한 수준에서 인지된 유용성에 영향을 미치고 있으며, 인지된 유용성은 이용의도에 영향을 미치는 것으로 제시되었다. 그러나 실제 도입후에는 개인혁신성, 상대적이점 및 인지된 용이성 외에 사회적영향이 인지된 유용성에 통계적으로 유의미한 영향을 미치는 것으로 제시됨에 따라 도입전과 도입후에는 약간의 차이를 나타내고 있다. 셋째, 인지된 유용성은 도입전과 도입후 모두 이용의도 및 재이용의도에 정(+)의 영향을 미치는 것으로 제시되었다. 넷째, 도입전에는 사회적영향과 서비스품질이 인지된 용이성에 유의한 영향을 미치고 있으며, 인지된 용이성은 이용의도에 영향을 미치는 것으로 제시되었다. 그러나 도입후에는 서비스품질만이 인지된 용이성에 유의미한 영향을 미치고 있었고 인지된 용이성은 재이용의도에 영향을 미치지 못한 것으로 제시됨에 따라 도입전과는 차이가 있었다. 다섯째, 보안우려는 도입전이나 도입후에도 인지된 유용성이나 인지된 용이성에 유의미한 영향을 미치지 못하였다. 여섯째, 경로분석 결과 도입전 인지된 유용성이 이용의도에 가장 큰 영향을 미치고, 인지된 유용성에 가장 큰 영향력을 미치는 독립변수가 상대적이점, 개인혁신성 순으로 나타났다. 또한 인지된 용이성이 이용의도에 영향을 미치고, 인지된 용이성에 영향을 미치는 독립변수로는 서비스품질과 사회적 영향순으로 제시됨에 따라 도입전 이용전략을 마련할 필요성이 있다. 도입후는 인지된 유용성이 재이용의도에 영향력이 월등히 높게 미치고 있고, 인지된 유용성에 영향을 미치는 독립변수는 사회적영향, 상대적이점 및 개인혁신성 순으로 제시됨에 따라 도입후 재이용 전략을 수립하는 것이 바람직한 것으로 판단된다. 마지막으로 매개효과는 도입전에는 개인혁신성, 상대적이점, 인지된 용이성 등과 이용의도간의 관계에서 인지된 유용성에 따른 매개효과가 제시되었으며 서비스품질과 이용의도 간의 관계에서 인지된 용이성에 따른 매개효과가 제시되었다. 그러나 도입 후에는 인지된 유용성과 인지된 용이성을 매개하여 재이용의도의 매개효과를 살펴본 결과 모두 제시되지 않았으며 인지된 용이성이 인지된 유용성에 매개하여 재이용의도에도 유의미한 영향을 미치지 않았다. 이러한 매개효과가 전혀 없다는 점은 인지된 유용성 그 자체가 D-테스트베드를 이용하는 가장 중요한 요소임이 증명되었다고 볼 수 있다. 연구결과를 통한 시사점을 정리해 보면, 도입후 사회적 영향과 개인 혁신성, 상대적 이점 및 인지된 용이성이 인지된유용성에 긍정적인 영향을 미치고 이는 사용자의 재이용의도에까지 중요한 영향을 미침에 따라 첫째, 사회적 영향을 높이도록 금융당국의 적극적인 참여와 홍보를 강화하고, 한국핀테크지원센터 등 주관기관은 핀테크 기업을 평가하려고 하기 보다는 지원에 방점을 둠으로써 실질적인 도움을 주는 방안을 마련하는 것이 필요하다. 둘째, 개인혁신성이 성과에 중요한 영향을 주는 요인이므로 D-테스트베드가 성과를 내기 위해서는 개인혁신성이 높은 인력을 투입하도록 참여기업을 대상으로 코칭할 필요성이 있다. 셋째, 상대적이점이 인지된 유용성에 긍정적인 영향을 미치고, 이는 사용자의 재이용의도에까지 영향을 미치므로 D-테스트베드에 참여한 기업에 대해서는 아이디어나 솔루션이 검증되고 실현가능성을 확인할 수 있도록 테스트 후 결과 보고서 등을 교부함으로써 미참여 기업에 비해 상대적인 혜택을 주거나, 기존 금융규제샌드박스보다 편리하고 신속하게 처리되도록 금융감독원, 금융결제원, 금융보안원 및 코스콤 등 금융유관기관 직원들로 구성된 전문 멘토단을 구성하여 법률이슈, 보안문제, 데이터 제공 및 IT개발 등을 밀착 지원함으로써 상대적 이점을 극대화할 필요가 있다. 넷째, 서비스품질이 인지된 용이성에 영향을 미침에 따라 D-테스트베드의 서비스품질 향상을 위해 D-테스트베드 정보의 지속적인 갱신, 사이트의 접근성 제고 및 안정적 운용에 최선의 노력을 다해야하며 핀테크지원센터와의 원활한 소통방안을 마련함으로써 이용용이성을 높여야할 것이다. 또한 가명데이터의 접근성 제고 및 개방형 네트워크 사용, 데이터의 반입반출 편의성 제고 방안을 마련하여 이용자가 더욱 편리하게 D-테스트베드를 사용할 수 있도록 배려할 할 필요가 있다. 다섯째, 인지된 유용성은 이용의도 및 재이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 이는 D-테스트베드를 이용하는 이용자의 성과가 극대화하도록 구축 및 운영되어야 한다는 의미이다. 따라서 D-테스트베드를 통과한 사업 아이디어나 솔루션에 대해서는 금융규제샌드박스에 Fast track을 두거나 일부 절차를 간소화해 줌으로써 혁신서비스 선정 및 지정대리인으로 지정되는 시간이 절감될 수 있도록 하여 성과가 가시화되고 체감할 수 있도록 운영할 필요가 있다. 마지막으로 아직 D-테스트베드에 참여하지 않은 기업들에 대해서는 도입전의 결과를 이용하여 전략을 제시하자면 D-테스트베드를 이용함으로써 목표한 성과의 달성이 가능할뿐만 아니라 기존 금융규제샌드박스보다 더 신속하게 처리되고 유용하다는 점을 홍보하는 것이 유효한 전략이 될 것으로 보인다. 반면 이미 D-테스트베드에 참여한 기업의 재이용을 위한 전략으로는 D-테스트베드의 실제성과를 체험할 수 있도록 운용함으로써 참여기업이 주변 기업들에게 권유하게 하고 D-테스트베드가 기존 금융규제샌드박스보다 신속하고 편리하게 처리될 수 있도록 함으로써 재이용율을 높이는 전략이 필요하다고 하겠다. The government has prepared 「IT Finance · Convergence Support Plan」 to promote fintech industry since 2015 and also has actively supported data based new industry in the era of the 4th industrial revolution by preparing three data laws, including the Personal Information Protection Act, the Information and Communications Network Act, and the Credit Information Act. In addition, regulations are continuously eased by applying a positive method, which can be defined as preliminary regulation, and implementing a financial regulation sandbox. At this time, we see that there is a great anticipation in fintech industry, as financial authorities and Fintech Center Korea have launched D-Testbed, a PoC platform that can pre-verify ideas and solutions on fintech companies and workers. The majority of preceding studies on financial regulatory sandboxes are focused on legal consideration of regulatory innovation of domestic financial regulatory sandbox, consumer protection and regulatory system and etc. However, there are not many papers that focused on factors that affect the acceptance intention of the regulatory sandbox as an information technology at the technical level. Therefore, it is very meaningful to suggest measures to revitalize D-Testbed platform and innovative financial services by conducting an empirical survey on the factors affecting real participants’ intention to use and reuse before official launch of D-Testbed. This study attempted to compare the path relationship before and after commencement of D-Testbed and to identify a clear causal relationship of the factors influencing the intention to use and reuse of D-Testbed using extended technology acceptance model (TAM2). In order to achieve the purpose of this study, the research model was designed by integrating the characteristics of the extended technology acceptance model (TAM2) and the D-Testbed system, and the individual characteristics of the recipient through literature review on previous studies. There were two dependent variables. An intention to use was set as dependent variable for before commencement and an intention to reuse was set as dependent variable for after commencement. An independent variables were defined by operational definitions such as social influence, personal innovativeness, service quality, relative advantage and security concerns. Mediaition variables were limited to perceived usefulness and perceived ease of use. Also, it was verified whether perceived ease of use affects the intention to use and reuse by mediating perceived usefulness. The study shows the derived results as follows. First, in regards with technical analysis on major variables, all variables except personal innovativeness before commencement showed higher than after commencement. Therefore, it showed that D-Testbed was perceived somewhat negatively. Second, personal innovativeness, relative advantage, and perceived ease of use were set as major independent variables of the D-Testbed before commencement affected perceived usefulness at a statistically significant level, and perceived usefulness affected intention to use. However, after the actual commencement, except personal innovativeness, relative advantage and perceived usefulness, as social influence were perceived to have a statistically significant effect on perceived usefulness, showing a slight difference between before and after commencement. Third, it was suggested that the perceived usefulness had a positive (+) effect on the intention to use and reuse both before and after commencement. Fourth, before commencement, it was suggested that social influence and service quality had a significant effect on perceived ease of use, and perceived ease of use had an effect on intention to use. However, after commencement, only service quality had a significant effect on perceived ease of use, and perceived ease of use had no effect on reuse intention, so there was a difference before commencement. Fifth, security concerns did not have a significant effect on perceived usefulness or perceived ease of use before or after commencement the D-Testbed. Sixth, as a result of path analysis, it was shown that perceived usefulness had the greatest influence on intention to use before commencement. The independent variables that influenced the most on perceived usufulness were presented as in order of relative advantage, personal innovativeness. In addition, perceived ease of use had an influence on the intention to use, service quality and social influence were presented as independent variables on perceived ease of use, thus it is necessary to prepare for an usage strategy before commencement. After the commencement, the perceived usefulness had a significantly higher influence on the intention to reuse, and the independent variables affecting the perceived usefulness were presented in order of social influence, relative advantage, and personal innovativeness. It is desirable to prepare for reuse strategy after commencement. Lastly, before the commencement, the mediated effect was presented according to the perceived usefulness in the relationship between personal innovativeness, relative advantage, and perceived ease of use, and the mediated effect was presented in the relationship between service quality and intention of use. However, after commencement, reviewing the mediated effect of reuse intention by mediating perceived usefulness and perceived ease of use, none of the results were presented, and perceived ease of mediating perceived usefulness did not significantly affect on reuse intention. The fact that there is no such mediated effect can be seen as a proof that the perceived usefulness itself is the most important factor in using the D-Testbed. To summarize the implications of the research results, post- commencement, we can see that social influence, personal innovativeness, relative advantage, and perceived ease of use have a positive effect on perceived usefulness, which has a significant impact on users' intention to reuse. First, it strengthens the active participation and publicity of financial authorities to increase social influence. In addition, it is necessary for the organizer, such as Fintech Center Korea, to come up with a plan to provide practical help by focusing on support rather than trying to evaluate fintech companies. Second, since personal innovativeness is a factor that has an important influence on performance, it is necessary to coach participating companies to use human resources with high personal innovativeness in order for D-Testbed to produce results. Third, the relative advantage had a positive effect on the perceived usefulness, and it also affected the user's intention to reuse. Therefore, for companies participating in the D-Testbed, it is recommended to provide relative benefits such as issuing test reports so that the idea or solution is verified and the feasibility is verified after testing in comparision to non-participating companies. Also, it provides convenient and faster process than exisiting financial regulatory sandbox by forming a professional mentor group composed of experts of financial-related institutions such as the Financial Supervisory Service, Korea Financial Telecommunications & Clearings Institute, Financial Security Institute and Koscom. Thus, it is necessary to maximize the relative advantage by closely supporting legal issue, security concerns, providing data, and IT development. Fourth, as service quality affected the perceived ease of use, in order to improve the service quality of the D-Testbed, it is necessary to continuously update the information of the D-Testbed, improve the accessibility of the site, and operate it stably as to make a smooth communication measures with Fintech Center Korea. In addition, it is necessary to consider measures to improve the accessibility of pseudonymous data, use of open networks, and improve the convenience of importing and exporting data so that users can use the D-Testbed more conveniently. Fifth, perceived usefulness was shown to have a positive effect on intention to use and intention to reuse. It means that it should be built and operated to maximize the performance of users using the D-Testbed. Therefore, for business ideas or solutions that have passed the D-Testbed, it is advised to operate by applying the Fast track on financial regulatory sandbox or simplify some procedure as to reduce the procedure and time to select an innovative service and designated agent. Lastly, for companies that have not yet participated in the D-Testbed, using the result can be applied before the commencement, it can be an effective strategy to promote with D-Testbed, it can achieve the performance target, as well as processes it more quickly than the existing financial regulatory sandbox. On the other hand, as a strategy for reuse for companies that have already participated in the D-Testbed, it is advised to apply a strategy for participating companies by experiencing the actual performance of D-Testbed as to recommend to its close companies that D-Testbed is more faster and conveniently processed to increase the reuse rate.

The usefulness, reliability, and quality of YouTube video clips on congenital muscular torticollis : a STROBE compliant study

정길용 아주대학교 2023 국내석사

Introduction: This study aimed to evaluate the usefulness, reliability, quality, and related characteristics of YouTube video clips on congenital muscular torticollis (CMT). Methods: This cross-sectional study analyzed 47 YouTube video clips on CMT. They were classified as either useful or misleading by two rehabilitation doctors. The modified DISCERN tool and the Global Quality Scale (GQS) were used to evaluate their reliability and quality. An analysis was conducted using the characteristics, such as presenters, ownership of YouTube channel accounts, countries, contents, and the video popularity. Results: Of the 47 YouTube video clips, eight (17%) were evaluated as misleading, which indicated that they included at least one scientifically unproven piece of information on CMT or more. They were less reliable and of lower quality than the useful video clips. The video clips presented by healthcare professionals were more useful compared to those presented by others (p = .015). However, the video popularity was not related to its usefulness. The reliability and quality (3.70 ± 0.82 vs. 0.75 ± 0.50 and 2.95 ± 1.21 vs. 1.50 ± 1.00) assessed by the modified DISCERN tool and GQS, respectively, were significantly higher in the video clips presented by healthcare professionals compared to those presented by others. Discussion: There were misleading YouTube video clips on CMT. Video clips presented by healthcare professionals could be more useful, reliable, and of better quality. The popularity of the video clips does not indicate more usefulness, reliability, and better quality. YouTube viewers should be aware of these findings. We recommend that the viewers preferentially choose video clips on CMT presented by healthcare professionals, not by the video popularity.