What Affect Lower Grade Learner’s Perceived Usefulness and Perceived Ease of Use of Mobile Digital Textbook Learning System? An Empirical Factor Analyses Investigation in China

Haijiao Shen,Liming Luo,Zhong Sun 보안공학연구지원센터 2015 International Journal of Multimedia and Ubiquitous Vol.10 No.1

Although perceived usefulness and perceived ease of use are two important factors which could directly influence the acceptance of technology and actual usage for digital textbook, less attention has been paid to children’s mobile digital textbook usage. Therefore, the purpose of this study is to investigate and empirically validate the perceived usefulness and the perceived ease of use by elementary school students during their usage of digital textbook. For data analyses, two questionnaires were developed using existing scales from prior TAM instruments. The sample of this study included 5,245 elementary school students in China who have experience of using digital textbook. The results indicate that students believe that using mobile digital textbook enhance their study performance, but they believe it is not very easy to use. Besides, gender, grade and parents’ attitudes towards mobile digital textbook affect the usage. Gender differences exist only in the perceived ease of use. Male students make less effort in using mobile digital textbook than female students. In addition, the students in lower grades tend to have more positive perspectives on mobile digital textbook than the students in higher grades. Furthermore, mobile digital textbook usage experience (time & frequency) has a significant effect on the students’ perceived usefulness. Finally, parents’ attitudes towards mobile digital textbook influence their children’s perceived usefulness.

인터넷 쇼핑몰의 지각된 이용편리성과 유용성이 신뢰, 만족, 애호도에 미치는 영향

박상규,원구현,함홍식 한국경영과학회 2005 經營 科學 Vol.22 No.1

We are going to make clear three things through the examination of the subject of this study. The first thing is to verify whether perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which determine the loyalty of a shopping mall. The second is to find out the effect of perceived usefulness and ease of use of using internet shopping mall on shopping mall's loyalty through variable intermediation of trust and satisfaction. The third is to emphasize the importance of perceived usefulness and ease of use of using a shopping mall web sites and carrying out a through analyzing path that usefulness and ease of use are intermediated by trust and satisfaction to loyalty. We made a poll to people who had ever used internet shopping mall and got information. The results are below. The easer internet shopping mall users feel when using shopping mall sites, the more they feel them useful. Perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which are major preceding factors of internet shopping mall loyalty. The perceived ease of use, trust, and satisfaction intermediate between the perceived ease of use and shopping mall's loyalty while users are accepting internet shopping mall. And trust and satisfaction intermediate between the perceived usefulness and shopping mall's loyalty. These results show that the degree of usefulness and feeling easiness in using shopping mall of users should be considered seriously. The only easiness of shopping mall doesn't create shopping mall's loyalty, but, it's created when users acknowledge the usefulness, trust, and satisfy.

네일샵 관련 인스타그램의 정보성, 유용성, 호의적 소비자태도, 네일샵 방문의도 간의 구조적 관계

김정옥,정연,문대범 한국미용학회 2018 한국미용학회지 Vol.24 No.6

The purpose of this study is to identify the direct and indirect effects of variables in the structural relationship between informativeness, usefulness, and favorable consumer attitude of nailshop-related instagram and consumer's use intention. It also suggest a practical proposal and marketing strategy for nail industry development by providing ways to spread and vitalize consumers' nailshop use intention. For this purpose, a questionnaire survey was conducted for 474 women in their 20s to 30s who had experience with Instagram. The results of this study suggest that favorable consumer attitude had the most influential effect on nailshop use intention among the variables that directly influenced use intention. And usefulness had the greatest direct influence on favorable consumer attitude among variables. Moreover, among the variables that had an indirect effect on nailshop use intention, informativeness affected most influentially nailshop use intention through usefulness. The results show that favorable consumer attitude and usefulness are important variables that have both direct and indirect effects on nailshop use intention. In addition, regarding the direct effects between variables, the effect of informativeness on usefulness was the most influential, which confirms that informativeness is a necessary variable for usefulness, usefulness for favorable consumer attitude, and favorable consumer attitude for nailshop use intention.

라이브 커머스 특성이 몰입감과 지각된 유용성, 충동구매 성향에 미치는 영향 - 한국 거주 중국인을 중심으로 -

김선이,이은희 한국소비자정책교육학회 2023 소비자정책교육연구 Vol.19 No.3

본 연구의 목적은 라이브 커머스 특성, 몰입감, 지각된 유용성 등의 요인이 충동구매 성향에 미치는 영향을 다차원적으로 파악하고자 하는 것이다. 구체적으로는 첫째, 라이브 커머스 특성이 몰입감과 지각된 유용성에 미치는 영향을 밝히고 둘째, 라이브 커머스에서의 몰입감과 지각된 유용성이 충동구매에 미치는 영향을 밝히고자 한다. 셋째, 라이브 커머스 특성과 몰입감, 지각된 유용성, 충동구매 성향 간의 구조적 관계에 대해 알아본다. 넷째, 라이브 커머스 특성과 충동구매 성향과의 관계에서 몰입감과 지각된 유용성의 매개효과를 검증하고자 한다. 이를 위해 설문지 조사를 실시하였으며 설문 대상자는 최근 6개월 이내에 네이버 라이브 커머스를 통해 제품을 구입한 경험이 있는 소비자를 선정하여, 2023년 4월 19일부터 약 2주간 조사를 실시한 결과 총 313부를 분석에 사용하였다. 분석은 SPSS Statics 26.0과 AMOS 28.0을 이용하여 이루어졌으며, 연구 결과는 다음과 같다. 첫째, 라이브 커머스 특성중 정보성, 오락성, 매력성, 개인화, 가격할인성이 높을수록 몰입감이 더 높게 나타났다. 반면에 라이브 커머스 특성중 상호작용성은 소비자의 몰입감에 영향을 미치지 않는 것으로 나타났다. 둘째, 라이브 커머스 특성중 상호작용성, 정보성, 개인화, 가격할인성이 높을수록 지각된 유용성이 더 높게 나타났다. 반면에 라이브 커머스 특성중 오락성, 매력성은 소비자의 지각된 유용성에 영향을 미치지 않는 것으로 나타났다. 셋째, 몰입감이 높을수록 충동구매 성향이 더 강하게 나타났으며, 지각된 유용성이 높을수록 충동구매 성향이 강하게 나타났다. 넷째, 라이브 커머스 특성과 충동구매 성향과의 관계에서 몰입감과 지각된 유용성은 매개효과를 갖는 것으로 나타났다. This study aims to examine the multidimensional effects of live commerce characteristics, flow, and perceived usefulness on impulsive buying tendency. Specifically, this study aims to examine the effects of live commerce characteristics on flow and perceived usefulness, and the effects of flow and perceived usefulness in live commerce on impulsive buying tendency. Third, we examine the structural relationships between live commerce characteristics and flow, perceived usefulness, and impulsive buying tendency. Fourth, we examine the mediating effects of flow and perceived usefulness on the relationship between live commerce characteristics and impulsive buying tendency. For this purpose, a questionnaire survey was conducted, and the respondents were consumers who had purchased products in NAVER Live Commerce within the last six months, and the survey was conducted for about two weeks from April 19, 2023, and a total of 313 copies were used for analysis. The analysis was conducted using SPSS Statics 26.0 and AMOS 28.0, and the results of the study are as follows. First, the more informativeness, entertainment, attractiveness, personalized customized, and price discount the live commerce characteristics, the higher the flow. On the other hand, the interaction of live commerce characteristics did not affect consumers' flow. Second, the higher the interaction, informativeness, personalized customized, and price discount of live commerce characteristics, the higher the perceived usefulness. On the other hand, entertainment and attractiveness of live commerce characteristics did not affect consumers' perceived usefulness. Third, higher flow was associated with a stronger impulsive buying tendency, and higher perceived usefulness was associated with a stronger impulsive buying tendency. Fourth, flow and perceived usefulness mediate the relationship between live commerce attributes and impulse purchase behavior.

The Effects of Sentiment and Readability on Useful Votes for Customer Reviews with Count Type Review Usefulness Index

Ruth Angelie Cruz(루스 안젤리 크루즈),Hong Joo Lee(이홍주) 한국지능정보시스템학회 2016 지능정보연구 Vol.22 No.1

Customer reviews help potential customers make purchasing decisions. However, the prevalence of reviews on websites push the customer to sift through them and change the focus from a mere search to identifying which of the available reviews are valuable and useful for the purchasing decision at hand. To identify useful reviews, websites have developed different mechanisms to give customers options when evaluating existing reviews. Websites allow users to rate the usefulness of a customer review as helpful or not. Amazon.com uses a ratio-type helpfulness, while Yelp.com uses a count-type usefulness index. This usefulness index provides helpful reviews to future potential purchasers. This study investigated the effects of sentiment and readability on useful votes for customer reviews. Similar studies on the relationship between sentiment and readability have focused on the ratio-type usefulness index utilized by websites such as Amazon.com. In this study, Yelp.com’s count-type usefulness index for restaurant reviews was used to investigate the relationship between sentiment/readability and usefulness votes. Yelp.com’s online customer reviews for stores in the beverage and food categories were used for the analysis. In total, 170,294 reviews containing information on a store’s reputation and popularity were used. The control variables were the review length, store reputation, and popularity; the independent variables were the sentiment and readability, while the dependent variable was the number of helpful votes. The review rating is the moderating variable for the review sentiment and readability. The length is the number of characters in a review. The popularity is the number of reviews for a store, and the reputation is the general average rating of all reviews for a store. The readability of a review was calculated with the Coleman–Liau index. The sentiment is a positivity score for the review as calculated by SentiWordNet. The review rating is a preference score selected from 1 to 5 (stars) by the review author. The dependent variable (i.e., usefulness votes) used in this study is a count variable. Therefore, the Poisson regression model, which is commonly used to account for the discrete and nonnegative nature of count data, was applied in the analyses. The increase in helpful votes was assumed to follow a Poisson distribution. Because the Poisson model assumes an equal mean and variance and the data were over-dispersed, a negative binomial distribution model that allows for over-dispersion of the count variable was used for the estimation. Zero-inflated negative binomial regression was used to model count variables with excessive zeros and over-dispersed count outcome variables. With this model, the excess zeros were assumed to be generated through a separate process from the count values and therefore should be modeled as independently as possible. The results showed that positive sentiment had a negative effect on gaining useful votes for positive reviews but no significant effect on negative reviews. Poor readability had a negative effect on gaining useful votes and was not moderated by the review star ratings. These findings yield considerable managerial implications. The results are helpful for online websites when analyzing their review guidelines and identifying useful reviews for their business. Based on this study, positive reviews are not necessarily helpful; therefore, restaurants should consider which type of positive review is helpful for their business. Second, this study is beneficial for businesses and website designers in creating review mechanisms to know which type of reviews to highlight on their websites and which type of reviews can be beneficial to the business. Moreover, this study highlights the review systems employed by websites to allow their customers to post rating reviews.

전공직무 유용성이 직장 만족도에 미치는 영향 : 경영학 전공자를 중심으로

최정미,백상미 한국상업교육학회 2022 상업교육연구 Vol.36 No.3

잡코리아의 설문조사(2017)에 따르면 전공의 직무유용성이 높고, 전공의 직무기여도가 높을수록 직장 만족도에 긍정적인 영향을 미치는 것으로 나타났다. 따라서 본 연구는 경영학 전공자를 대상 으로 직장 만족도의 결정요인을 알아보고자, 경영학 전공자의 전공직무 유용성이 직장 만족도에 영 향을 미치는지 파악하고자 한다. 이를 통해 대학교육에 있어 경영학 교육의 중요성을 제시하고, 경 영학 교육과정 설계 및 진로 지도를 위한 가이드라인을 제시하고자 한다. 분석결과 경영학 전공자 의 전공직무 유용성은 타 전공에 비해 높은 것으로 나타났다. 이는 현재 경영학 교육이 타 전공에 비해 실무에서 필요로 하는 지식을 교육하고 있으며, 취업에도 유리할 수 있음을 시사한다. 또한 전 공직무 유용성은 직장 만족도와 유의한 양의 관계를 보여 전공직무 유용성이 높을수록 직장 만족도 가 증가하는 것을 나타냈다. 특히 경영학 졸업자의 경우 전공직무 유용성이 증가할수록 전반적인 만족도, 평판 만족도, 복리후생 만족도가 모두 증가하는 결과를 보고하였다. 이러한 결과는 경영학 전공자의 경우 전공직무 유용성이 증가함에 따라 더 나은 직장에 취업하거나 이직할 가능성이 높아 지고, 좋은 대우를 받기 때문에 나타난 결과라 해석된다. 경영학 전공자의 전공직무 유용성이 타 전공자에 비해 높고, 전공직무 유용성이 높을수록 직장 만족도가 증가한다는 결과를 보고함으로써 본 연구가 갖는 공헌점은 다음과 같다. 첫쨰, 대학에서 전공직무 유용성을 높이기 위한 실무중심적 교육은 직장 만족도를 증가시켜 취업가능성을 높이고 이직희망을 감소시키는데 도움이 될 수 있다. 기업 입장에서는 종업원의 직장 만족도에 미치는 영 향을 파악함으로써 채용시 지원자의 전공에 따라 직무배치를 하는데 보탬이 될 것이다. 둘째, 졸업 후 취업을 희망하는 대학생들은 전공선택과 수강과목을 결정함에 있어 직무유용성이 높은 전공 또 는 과목을 선택하는데 도움이 될 것이다. 마지막으로 고등교육의 방향과 청년 취업률을 높이기 위 한 정책을 수립하는데 도움이 된다. According to a survey by Job Korea (2017), it was found that the higher the job usefulness of the major and the higher the job contribution of the major, the more positive the job satisfaction was. Therefore, this study aims to investigate the determinants of job satisfaction for business administration majors, and to determine whether the job usefulness of business majors affects job satisfaction. It will be helpful to design curriculums of business administration in university, and and career guidance. As a result of the analysis, it was found that business administration majors had higher job usefulness compared to other majors. This suggests that the current business administration education provides the knowledge required in practice compared to other majors, and can be advantageous for employment. In addition, major job usefulness showed a significant positive relationship with job satisfaction, indicating that the higher the major job usefulness, the higher the job satisfaction. In particular, in the case of business graduates, overall satisfaction, reputation satisfaction, and welfare benefit satisfaction all increased as the usefulness of the major increased. These results are interpreted as the result of business majors being treated favorably and are more likely to get a better job or change job as their major job usefulness increases. The contribution of this study are as follows by reporting the results that business administration majors have higher job usefulness than other majors, and that job satisfaction increases with higher major job usefulness. First, practice-oriented education to increase the usefulness of major jobs in colleges can help increase job satisfaction, increase job prospects, and reduce job turnover. From the company's point of view, it will be helpful in assigning jobs according to the applicant's major at the time of recruitment by understanding the effect on the job satisfaction of the employees. Second, college students who wish to find a job after graduation will be helpful in selecting a major or subject with high job usefulness in choosing majors and taking courses. Finally, it is helpful in establishing policies to increase the direction of higher education and increase the youth employment rate.

장애인에게 정보격차는 존재하는가? -연령과 학력의 조절효과의 검증-

남수정 ( Su Jung Nam ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

본 연구는 장애인의 정보격차 수준을 살펴보기 위하여 National Information society Agency(NIA)의 "정보격차지수 데이터" 2009년도 자료를 이용하여 일반소비자와 장애인의 인터넷 사용에 대한 소비자능력을 측정하였다. 본 연구의 구체적인 결과는 다음과 같다. 첫째, 소비자능력을 장애유형, 학력, 연령별로 정리한 결과는 다음과 같다. 먼저 사용지식의 경우 청년층에서는 장애인 보다 일반 소비자의 지식 점수가 높은 것으로 나타났지만 고령층의 경우 일반 소비자 보다 장애인의 사용지식의 수준이 높은 것으로 나타났다. 유용성태도의 결과는 일반소비자와 장애인 모두 고령층 보다는 청년층의 태도점수 가, 저학력 보다는 고학력 집단의 태도점수가 높은 것으로 나타났다. 사용시간의 경우 일반소비자와 장애인집단 모두 고령층보다는 청년층이, 그리고 저학력 보다는 고학력의 인터넷 사용 시간이 더 많은 것으로 나타났다. 또한 일반소비자집단과 장애인집단을 비교해 보면 일반소비자들 보다 장애인의 인터넷 사용 시간이 더 많은 것으로 나타났다. 둘째, 장애유무/유형, 학력, 연령의 주효과와 상호작용효과의 결과를 살펴보면 사용지식과 유용성태도는 장애유무/유형의 주효과는 검증되지 않았지만 학력과 연령의 주효과는 검증되었다. 또한 학력과 연령 각각과 장애유무/유형의 상호작용 효과가 통계적으로 유의미한 것으로 나타났다. 사용시간의 결과에서는 학력과 연령의 주효과만이 검증되었으며 상호작용 효과는 발견되지 않았다. 셋째, 장애인 간의 장애유형, 장애등급, 학력, 연령의 소비자능력의 평균값을 살펴보면, 사용지식은 고령층보다는 청년층이 저학력보다는 고학력의 사용지식 점수가 더 높은 것으로 나타났다. 유용성태도의 결과는 저학력집단보다는 고학력집단이 점수가 더 높은 것으로 나타났으며 고령층 보다는 청년층의 태도 점수가 일관되게 높은 것으로 나타났다. 사용시간의 결과에서도 저학력 보다는 고학력 집단이 그리고 고령층 보다는 청년층의 사용시간 이 더 많은 것으로 나타났다. 넷째, 장애인간의 장애유형, 장애등급, 학력, 연령의 영향력을 살펴보면 학력과 연령의 주효과는 검증되었지만 장애유형과 장애등급의 주효과는 검증되지 않았다. 또한 장애등급*학력의 상호작용효과가 검증되었다. This study measured consumer competence of general consumers and disabled consumers about internet access by using "2009 digital divide index data" published by National Information society Agency(NIA) in order to examine digital divide level of persons with disability. The result of this study is as follows. First, when consumer competence was examined according to disability types, education level and age, it was revealed that in young consumers, knowledge score of general consumes were higher than that of disabled consumers while in old aged group, knowledge score of disabled consumers were higher than that of general consumers. When attitude toward usefulness was examined, it was revealed that attitude score of young people was higher than that of old people and attitude score of the group with high level education was higher than that of group with low level education. It was revealed that hours of use of young people were more than that of old people and hours of use of the group with high level education was more than that of group with low level education. It was revealed that hours of use of disabled consumers were more than that of general consumers. Second, when the effect of disability/disability types, educational level and age was examined, it was revealed that effect of disability/disability types on used knowledge and attitude toward usefulness was not proved and effect of educational level and age use knowledge and attitude toward usefulness was proved. It was revealed that correlation between educational level, age, disability/disability types was statistically significant effect. When hours of use were examined, effect of educational level and effect of age were proved respectively but correlation between educational level was not proved. Third, when disability types, disability grade, educational level and age among disabled consumers were examined in terms of consumer competence, it was revealed that score of used knowledge young people had was higher than that of old people and score of used knowledge of the group with high level of education was higher than that of the group with low level of education. It was revealed that the score of attitude toward usefulness of the group with high level of education was higher than that of the group with low level of education and the score of attitude toward usefulness of young people was higher than that of old people. It was revealed that hours of use of the group with high level education was more than that of the group with low level of education and hours of use of young people were more than that of old people. Fourth, when the effect disability types, disability grade, educational level and age among disabled consumers, effect of educational level and effect of age were proved but effect of disability type and effect of disability grade were not proved. Correlation between disability grade and educational level was proved. The implication of this study is as follows. First, as a result of survey on the effect of factors affecting consumer competency between the disabled and consumer competence between general consumers and disabled consumers, in case of disability type and disability grade, main effect were not verified, but the main effects of age and education level were verified. On top of that, the effects of interaction between disability type*age and disability type*education level were confirmed by results of used knowledge and attitude toward usefulness. In addition, consistent results on time of use showed that the time of use by the disabled consumers were more than that of general consumers. Second, in case of used knowledge and attitude toward usefulness, interaction effects of disability*age were verified. Generally, the oldy with a disability tend to be considered as minorities in information society, but in this study, scores on the used knowledge and attitude toward usefulness of the old consumers in disabled group turned out to be higher those of the old in general consumer group. This result seems to be due to effect of information education, targeting the disabled. In connection with this, information education for the disabled is likely to be performed effectively by various channels and the disabled seem to participate in information education actively, recognizing the necessity of information technology. Third, the results on the time of use showed that the time of use internet by the disabled consumers were much more than that of the general consumers. For the disabled consumers, means of communicating information like internet must be effective media helping to interact with outside world. In this regard, much more time is spent on using computer and internet is natural for the disabled consumers, compared with the general consumers.

전자책의 수용결정요인에 관한 연구

김경일(Kim, Kyungil) 한국출판학회 2014 한국출판학연구 Vol.40 No.3

본 연구는 전자책을 이용하고 있는 대학생 집단을 대상으로 전자책 이용 동기를 파악하고, 지각된 용이성과 지각된 유용성, 그리고 전자책 이용지속의도의 관계를 살펴보기 위하여 크게 전자책 이용 동기가 지각된 용이성과 지각된 유용성에 미치는 영향, 전자책 이용 동기가 이용지속의도에 미치는 영향, 그리고 지각된 용이성과 지각된 유용성이 이용지속의도에 미치는 영향으로 분류하여 그 관계를 살펴보았다. 본 연구의 주요 결과를 요약, 제시하면 다음과 같다. 첫째, 본 연구에서 추출된 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 지각된 용이성에 미치는 영향을 살펴본 결과, 기분전환동기와 재미/흥미동기가 지각된 용이성에 정적 영향을 미치는 것으로 나타났고, 상호교류 동기는 지각된 용이성에 부적 영향을 미치는 것으로 나타났다. 또한 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 지각된 유용성에 미치는 영향을 살펴본 결과, 전자책 이용 동기 중 상호교류동기는 지각된 유용성에 정적 영향을 미쳤고, 기분전환동기는 지각된 유용성에 부적 영향을 미치는 것으로 나타났다. 둘째, 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 전자 책 이용자들의 이용지속의도에 미치는 영향을 살펴본 결과, 전자책 이용 동기 중 상호교류동기를 제외 하고 기분전환동기와 재미/흥미동기가 전자책 이용지속의도에 정적 영향을 미치는 것으로 나타났다. 셋째, 전자책 이용과 관련하여 지각된 용이성과 지각된 유용성이 이용지속의도에 미치는 영향을 살펴본 결과, 지각된 유용성은 전자책 이용지속의도에 통계적으로 유의한 영향을 미치지 못하였으나, 지각된 용이성은 이용지속의도에 정적 영향을 미친 것으로 나타났다. This study conducted to find a motive of e-book usage and figure out relationship among the perceived ease of use, perceived usefulness and continuous use intention of e-book. To achieve the purpose, this study's subject is sorted into three part: the influence e-book usage motive has on perceived ease of use and perceived usefulness, the influence e-book usage motive has on continuous use intention of e-book and the influence perceived ease of use and perceived usefulness has on continuous use intention of e-book. The result were as followed. First, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on perceived ease of use, refreshingness and fun/interest motive influence positively on perceived ease of use and interchange motive influence negatively on perceived ease of use. Also, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on perceived usefulness, interchange motive among the usage motive of e-book influence positively on perceived usefulness and refreshingness influence negatively on perceived usefulness. Second, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on continuous use intention of e-book, refreshingness and fun/interest, except interchange, influence positively on continuous use intention of e-book. Third, relate to usage of e-book, as result of research about how perceived ease of use and perceived usefulness impact on continuous use intention of e-book, perceived usefulness doesn't have statistically meaningful influence on continuous use intention of e-book, but perceived ease of use influence positively on continuous use intention of e-book.

중국 소비자의 상조서비스 선택특성과 이용의도에 관한 연구 -소비자 특성(전통적 가치관, 체면민감성, 편의성)을 중심으로-

손설문 ( Sun Xue Wen ),박상수 ( Park Sang Soo ),양연 ( Yang Juan ),왕뢰 ( Wang Lei ) 한중사회과학학회 2022 한중사회과학연구 Vol.20 No.4

본 연구에서는 중국 소비자를 대상으로 상조회사의 장례용품의 선택특성(경제성, 다양성, 포맷)과 장례회사의 서비스 선택특성(적합성, 전문성, 대응성)이 지각된 유용성과 이용의도/추천의도 간에 미치는 영향에 대해 살펴보았다. 이울러 상조회사에 대한 인식과 소비자 특성(전통적 가치관, 체면 민감성, 편의성)에 따른 조절효과와 상조회사 이용경험(직접/간접)에 따른 경로분석 결과의 차이를 살펴보기 위해 다중집단 분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 전체 구조모형의 경로 분석결과에서는 장례용품의 선택특성(경제성, 다양성, 포맷) 3개 요인 중 ‘경제성’과 ‘포맷(디자인/레이아웃 등)’이 지각된 유용성’에 정(+)의 영향을 미치는 것으로 나타났다. 상조회사의 서비스특성(적합성, 전문성, 대응성) 3개 요인은 모두 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났으며, 지각된 유용성은 이용의도와 추천의도에 모두 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 조절효과 검증결과에서는 상조회사에 대한 인식(긍정적/부정적)의 경우, 지각된 유용성과 이용의도 및 추천의도 간에는 조절효과가 확인되었다. 소비자의 특성(전통적 가치관, 체면 민감성, 편의성)에 따른 조절효과 검증결과에서는 소비자의 특성 3개 요인 모두 장례용품의 선택특성과 지각된 유용성간에서 조절효과가 있는 것으로 나타났으며, 편의성의 경우는 서비스 선택특성(적합성, 전문성, 대응성)중 적합성과 지각된 유용성 간에서도 조절효과가 유의한 것으로 나타났다. 한편, 지각된 유용성과 이용의도/추천의도 간 소비자의 특성(전통적 가치관, 체면 민감성, 편의성)에 따른 조절효과에서는 추천의도에서만 ‘전통적 가치관’이 조절효과가 유의한 것으로 나타났다. 셋째, 상조회사 이용경험 (직접/ 간접)에 따른 두 집단의 경로계수 값에 대한 차이검증(등가제약 모형)결과에서 통계적으로 유의한 차이를 보이는 경로는 ‘경제성’→ ‘지각된 유용성’, ‘지각된 유용성’→ ‘추천의도’ 2개 경로인 것으로 나타났다. In this study, the effect of the funeral supplies selection characteristics (economy, diversity, format) and the funeral service selection characteristics (suitability, expertise, responsiveness) of funeral companies on perceived usefulness and intention to use/recommendation were examined for Chinese consumers. In addition, the moderating effect according to the perception(positive/ negative) of funeral companies and consumers’ characteristics (traditional values, face sensitivity, convenience) was examined and a multi-group analysis was conducted to examine the difference according to the experience(direct/indirect) of using funeral companies The analysis results are as follows. First, it was verified that ‘economy’ and ‘format (design/layout, etc.) had a positive (+) effect on perceived usefulness’ among the three factors of the selection characteristics (economy, diversity, and format) of funeral products. All three factors of service specificity (suitability, expertise, and responsiveness) of funeral companies were verified to have a positive (+) effect on perceived usefulness and perceived usefulness was verified to have a positive (+) effect on both use-intention and recommendationintention. Second, in the case of perception (positive/negative) of funeral companies, the moderating effect was verified between perceived usefulness and intention to use and recommendation. In the results of verifying the moderating effect according to consumer characteristics (traditional values, face sensitivity, convenience), all three factors were found to have a moderating effect between the selection characteristics of funeral supplies and perceived usefulness. and In the case of convenience, it was verified that the moderating effect was significant between suitability and perceived usefulness among service selection characteristics (suitability, expertise, responsiveness). On the other hand, in the moderating effect according to consumers’ characteristics (traditional values, face sensitivity, convenience) between perceived usefulness and use-intention/ recommendationintention, ‘traditional values’ was significant only in recommendation intention. Third, In the results of verifying the difference in the path coefficient values of the two groups(multi-group analysis) according to the experience(direct/indirect) of using a funeral companies, It was statistically significant in two paths such as ‘economical’ → ‘perceived usefulness’, ‘perceived usefulness’ → ‘recommended intention’.

호텔 기술기반 셀프서비스(TBSS)에 대한 고객의 기술준비도 및 사용의도에 관한 연구

이수희 한국호텔리조트학회 2020 호텔리조트연구 Vol.19 No.2

The purpose of the study was to analyze the effects of customers’ technology readiness on intention to use about technology based self service in hotel industry. In total, 306 validated questionnaires were analyzed by customers who experience technology-based self-service of hotels such as hotel websites, mobile applications, hotel check in/check out kiosks, keyless programs, IOT services, and AI services. These results are based on research, and the outcomes are as follows: First, it was shown that among Technology Readiness Factors, optimism, innovativeness, and discomfort had significant effect on customers' perceived usefulness. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry. The purpose of the study was to analyze the effects of customers’ technology readiness on intention to use about technology based self service in hotel industry. In total, 306 validated questionnaires were analyzed by customers who experience technology-based self-service of hotels such as hotel websites, mobile applications, hotel check in/check out kiosks, keyless programs, IOT services, and AI services. These results are based on research, and the outcomes are as follows: First, it was shown that among Technology Readiness Factors, optimism, innovativeness, and discomfort had significant effect on customers' perceived usefulness. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry.