정보기술 수용에서 사용용이성과 통제가능성을 하위 차원으로 하는 지각된 사용통제의 역할

이웅규 한국경영정보학회 2008 Asia Pacific Journal of Information Systems Vol.18 No.2

According to technology acceptance model(TAM) which is one of the most important research models for explaining IT users' behavior, an intention of using IT is determined by usefulness and ease of use of it. However, TAM wouldn't explain the performance of using IT while it has been considered as a very good model for prediction of the intention. Many people would not be confirmed in the performance of using IT until they can control it at their will, although they think it useful and easy to use. In other words, in addition to usefulness and ease of use as in TAM, controllability is also should be a factor to determine acceptance of IT. Especially, there is a very close relationship between controllability and ease of use, both of which explain the other sides of control over the performance of using IT, so called perceived behavioral control(PBC) in social psychology. The objective of this study is to identify the relationship between ease of use and controllability. and analyse the effects of both two beliefs over performance and intention in using IT. For this purpose, we review the issues related with PBC in information systems studies as well as social psychology. Based on a review of PBC, we suggest a research model which includes the relationship between control and performance in using IT, and prove its validity empirically. Since it was introduced as a variable for explaining volitional control for actions in theory of planned behavior(TPB), there have been confusion about concept of PBC in spite of its important role in predicting so many kinds of actions. Some studies define PBC as self-efficacy that means actor's perception of difficulty or ease of actions, while others as controllability. However, this confusion does not imply conceptual contradiction but a double-faced feature of PBC since the performance of actions is related with both self-efficacy and controllability. In other words, these two concepts are discriminated and correlated with each other. Therefore, PBC should be considered as a composite concept consisting of self-efficacy and controllability. Use of IT has been also one of important areas for predictions by PBC. Most of them have been studied by analysis of comparison in prediction power between TAM and TPB or modification of TAM by inclusion of PBC as another belief as like usefulness and ease of use. Interestingly, unlike the other applications in social psychology, it is hard to find such confusion in the concept of PBC in the studies for use of IT. In most of studies, controllability is adapted as PBC since the concept of self-efficacy is included in ease of use explicitly. Based on these discussions, we can suggest perceived use control (PUC) which is defined as perception of control over the performance of using IT and composed of controllability and ease of use as sub-concepts. We also suggest a research model explaining acceptance of IT which includes the relationships of PUC with attitude and performance of using IT. For empirical test of our research model, two user groups are selected for surveying questionnaires. In the first group, there are freshmen who take a basic course for Microsoft Excel, and the second group consists of senior students who take a course for analysis of management information by Excel. Most of measurements are adapted ones that have been validated in the other studies, while performance is real score of mid-term in each class. In result, four hypotheses related with PUC are supported statistically with very low significance level. Main contribution of this study is suggestion of PUC through theoretical review of PBC. Specifically, a hierarchical model of PUC are derived from very rigorous studies in the relationship between self-efficacy and controllability with a view of PBC in social psychology. The relationship between PUC and performance is another main contribution.

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.

모바일 SNS를 통해 지각된 관광가치가 지속사용의도에 미치는 영향

민소라(Min, So Ra) 한국서비스경영학회 2020 서비스경영학회지 Vol.21 No.3

This study was conducted on users who have obtained tourist information through mobile SNS, by establishing a model and hypothesis, predicting that perceived usefulness and perceived ease of use on the value of tourist attractions have a positive effect on intention of continuous use. For the final analysis, 294 questionnaires were utilized, and SPSS V.21 and AMOS V.21 statistical programs were used as analysis tools. The results showed that, first, perceived value of tourist attractions affects perceived usefulness and perceived ease of use. Second, perceived usefulness and perceived ease of use have a positive effect on intention of continuous use. Third, perceived ease of use affects perceived usefulness, and lastly, perceived ease of use acts as a partial medium in the relationship between perceived usefulness and perceived ease of use and intention of continuous use. Based on these findings, we would like to present the direction and implications of the perceived tourism value of mobile SNS.

정보품질이 고객충성도에 미치는 영향에 관한 연구: 모바일 쇼핑몰을 중심으로

정성하,김하균 사단법인 한국융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.12

With the development of Internet technology, the mobile shopping market is being activated. Compared to the rapidly growing market situation, there is a limit in that consumers cannot directly check the product until they receive it. The purpose of this study is to analyze the characteristics of information quality that affect perceived usefulness, perceived ease, and customer loyalty of mobile shopping mall companies. The study subjects were consumers who use mobile shopping malls, and SPSS 23.0 and Smart PLS 3.0 were used for statistical analysis. The results of the study are as follows. First, accuracy had a significant effect on perceived usefulness. Second, enjoyment had a significant effect on perceived usefulness. Third, reliability had a significant effect on perceived usefulness. Fourth, diversity had a significant effect on perceived usefulness. Fifth, accuracy had a significant effect on perceived ease of use. Sixth, enjoyment had a significant effect on perceived ease of use. Seventh, reliability had a significant effect on perceived ease of use. Eighth, diversity had a significant effect on perceived ease of use. Ninth, perceived usefulness had a significant effect on customer loyalty. Tenth, perceived ease of use had a significant effect on customer loyalty. Through this study, it was confirmed that customers' loyalty increases when they can easily access accurate and diverse information. 인터넷 기술이 발전하면서 모바일을 활용한 쇼핑시장이 활성화되고 있다. 급속도로 성장하는 시장상황에 비해 소비자는 제품을 수령하기 전까지 제품을 직접 확인할 수 없는 한계가 있다. 본 연구는 모바일 쇼핑몰 기업의 지각된 유용성, 지각된 용이성 그리고 고객충성도에 영향을 미치는 정보품질의 특성을 분석하는데 목적이 있다. 연구대상은 모바일 쇼핑몰을 이용하는 소비자이며, 통계분석은 SPSS 23.0과 Smart PLS 3.0을 사용하였다. 연구의 결과는 다음과 같다. 첫째, 정확성은 지각된 유용성에 유의한 영향을 미쳤다. 둘째, 유희성은 지각된 유용성에 유의한 영향을 미쳤다. 이는 모바일이라는 환경에서 유희성도 중요한 요소가 된다. 셋째, 신뢰성은 지각된 유용성에 유의한 영향을 미쳤다. 넷째, 다양성은 지각된 유용성에 유의한 영향을 미쳤다. 다섯째, 정확성은 지각된 용이성에 유의한 영향을 미쳤다. 여섯째, 유희성은 지각된 용이성에 유의한 영향을 미쳤다. 일곱째, 신뢰성은 지각된 용이성에 유의한 영향을 미쳤다. 여덟째, 다양성은 지각된 용이성에 유의한 영향을 미쳤다. 아홉째, 지각된 유용성은 고객충성도에 유의한 영향을 미쳤다. 열째, 지각된 용이성은 고객충성도에 유의한 영향을 미쳤다. 본 연구를 통해 고객은 다양하고 정확한 정보를 쉽게 접근할 수 있을 때 충성도가 높아지는 것으로 확인되었다.

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.

기술수용모형이론을 통한 대학 교양 컴퓨터 수업 수강생의 메타버스 재이용의도 탐색

김효정,오새내 한국교양교육학회 2022 교양교육연구 Vol.16 No.4

In this study, we analyzed the metaverse reuse intention of college students. We introduced the “Zepeto” metaverse platform in liberal arts computer classes at a four-year university. In this study, the technology acceptance model was used as a theoretical background, and self-efficacy, perceived pleasure, and information quality were used as research variables. This study's independent variables are self-efficacy, perceived pleasure, information quality, perceived usefulness, and perceived ease of use. The study identified the intention of college students to use the metaverse as a survey method. As a result of the study, we found that self-efficacy had a significant effect on university liberal arts computer ease of instruction. Also, metaverse reuse intention along with perceived ease of use, and the relationship between perceived usefulness and perceived ease of use, had a positive effect. We found that perceived play had a positive effect on perceived usefulness, perceived ease of use, and metaverse intention. Information quality had a significant effect on perceived usefulness, perceived ease of use, and intention to reuse the metaverse. When self-efficacy, perceived pleasure, and information quality were viewed as independent variables, and metaverse reuse intention was viewed as a dependent variable, there was a mediating effect between perceived usefulness and perceived ease of use. 본 연구에서는 교양 컴퓨터 수업에 메타버스 플랫폼 제페토(Zepeto)를 도입하고 이 과정에서 대학생들 의 메타버스 재이용의도를 살펴보았다. 이번 연구에서는 기술수용모형을 이론적 배경으로 하여 자기효 능감, 인지된 즐거움, 정보 품질을 연구 변수로 채택하고, 자기효능감, 인지된 즐거움, 정보품질을 독립변 인으로, 인지된 유용성, 인지된 사용용이성을 매개변인으로 설정하고 메타버스 이용의도와의 관계를 설문 조사를 통해 파악하였다. 연구 결과 자기효능감은 인지된 사용용이성과 함께 대학 교양 컴퓨터 수업용이성과 메타버스 이용의도에 유의미한 영향을 미치고, 인지된 유용성과 인지된 사용용이성의 관계가 정의 영향을 미치는 것으로 나타났다. 인지된 유희성은 인지된 유용성과 인지된 사용용이성 그리고 메타버스 이용의도에 정적인 영향을 미치는 것으로 나타났다. 정보 품질은 인지된 유용성과 인지된 사용용이성 그교양컴퓨터수업리고 메타버스 이용의도에 유의미한 영향을 미친다. 자기효능감, 인지된 즐거움, 정보품질을 독립변인으로 메타버스 이용의도를 종속변인으로 보았을 때 인지된 유용성, 인지된 사용용이성의 매개효과가 있음이 나타났다.

지각된 유용성과 사용용이성이 기업 이러닝 교육의 학습전이에 미치는 영향에 관한 연구 - 자기효능감과 업무환경의 매개효과를 중심으로 -

박대범,구자원 대한경영정보학회 2018 경영과 정보연구 Vol.37 No.3

본 연구는 이러닝 학습 경험이 있는 국내외 기업 종업원 390명을 대상으로 지각된 유용성, 사용용이성, 자기효능감 및 업무환경이 학습전이에 미치는 영향을 실증 분석하였다. 또한 각 요인의 학습전이에 대한직접효과와 더불어 자기효능감과 업무환경의 매개효과를 분석하였다. 분석결과 이러닝 학습자의 지각된 유용성과 사용용이성은 자기효능감에 유의미한 정(+)의 영향을 보였으며, 상사 및 동료 지원과 조직 분위기에도 유의미한 정(+)의 영향을 갖는 것으로 분석되었다. 자기효능감은 학습전이에 유의미한 정(+)의 영향을 보였으며, 상사 및 동료 지원과 조직 분위기도 학습전이에 유의미한 정(+)의 영향을 갖는 것으로 나타났다. 지각된 유용성 또한 학습전이에 유의미한 영향을 갖는 것으로 분석되었다. 하지만 지각된 사용용이성은 학습전이에 유의미한 영향을 미치지 않았다. 매개효과 분석결과 자기효능감과 업무환경은 각각 지각된 유용성, 지각된 사용용이성과 학습전이에 대해 모두 매개효과를 갖는 것으로 분석되었다. 본 연구에서 제시한 시사점은 첫째, 기업교육에서 보편화된 이러닝에 대해 기술수용 단계를 벗어나 수용 후 실질적인 학습전이 효과에 대한 영향요인을 반영한 새로운 연구 모형을 제시하였다. 기술수용모델에서 외부 특성요인에 대한 매개변수로 사용되는 지각된 유용성과 지각된 사용 용이성을 독립변수로, 외부특성요인으로 연구되었던 자기효능감과 조직 환경을 매개변수로 사용한 연구모형을 도출하였다. 둘째, 기술수용과 학습전이에 관한 연구는 단일국가를 대상으로 한 연구들이 대부분이다. 26개 국가의 표본을 대상으로 다양한 샘플을 사용하여 연구 모형을 검증함으로써 신뢰성을 높였다. 셋째, 기존의 연구에서 지각된유용성과, 사용용이성을 수용의향 및 학습전이의 주요 결정요인으로 고려하였다. 본 연구는 수용된 정보기술에 대해 학습자 및 환경 요인의 매개효과를 탐색하여 지각된 유용성, 사용용이성의 학습전이에 대한 경로를 강화하고 보완하였다. 본 연구에서 활용된 다양한 국가의 표본 분석을 기반으로 향후 국제비교연구도가능할 것으로 기대된다. This research performed the empirical test for the effects of learning transfer on perceived usefulness, perceived ease of use, self-efficacy and work environment using 390 employees who have experienced e-learning in domestic and foreign companies. Analyzed the mediating effects of self-efficacy and work environment in addition to direct effect of each factor on learning transfer. The results showed that perceived usefulness and perceived ease-of-use of e-learning learner had a positive(+) effect on self-efficacy and a positive influence on supervisor and peer support and organizational climate. Self-efficacy showed a positive effect on learning transfer, and supervisor support, peer support and organizational climate had a positive influence on learning transfer as well. Perceived usefulness also had a positive effect on learning transfer. However, perceived ease-of-use had no significant effect on learning transfer. As a result of the mediating effect analysis, self-efficacy and work environment were analyzed to have mediating effects between perceived usefulness, perceived ease of use, and learning transfer. The implications of this study are as follows. First, this study designed a new research model that reflects factors influencing the effect of learning transfer on acceptance of e-learning that is common in corporate education. It has derived a research model of perceived usefulness and perceived ease-of-use, which were used as mediating variables for external characteristics factors, as independent variables, using self-efficacy and work environment as mediating variables, which were studied as external factors. Second, most of the studies on technology acceptance model and learning transfer are conducted in a single country. The reliability was enhanced by testing the study models using different samples from 26 countries. Third, perceived usefulness and ease-of-use in existing studies have been considered as key determinants of acceptance intention and learning transfer. This study explored the mediating effects of learner and environmental factors on the accepted information technology and strengthened and supplemented the path of learning transfer of perceived usefulness and ease-of-use. In addition, based on the sample analysis of various countries used in this study, it is expected that future international comparative studies will be possible.

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.

빅데이터 품질 특성이 지각된 용이성 및 지각된 유용성을 통해 사용자 만족에 미치는 영향

장소정,정신철,김성환,노선희,김하균 사단법인 한국융합기술연구학회 2024 아시아태평양융합연구교류논문지 Vol.10 No.2

정보통신기술의 발달로 지나쳤던 많은 데이터가 실시간으로 자동 분석되어 우리에게 색다른 의미를 제공해주고 있다. 전략적인 의사결정의 도구로 빅데이터가 사용하기 시작하면서 과거에는 소홀하게 여겼던 빅데이터가 점차 중요해지고 있다. 본 연구는 빅데이터 품질 특성이 지각된 용이성 및 유용성을 매개로 하여 사용자 만족에 관해 미치는 영향을 분석하는 것을 목적으로 한다. 연구대상은 빅데이터를 이용하는 일반 소비자들이며, 통계분석은 Smart PLS 4.0을 이용하였다. 연구의 결과를 요약하여 서술하면 다음과 같다. 첫째, 정보품질은 지각된 용이성에 영향을 미쳤다. 둘째, 시스템품질은 지각된 용이성에 영향을 준다. 셋째, 서비스품질은 지각된 용이성에 영향을 미쳤다. 넷째, 정보품질은 지각된 유용성에 영향을 미쳤다. 다섯째, 시스템품질은 지각된 유용성에 영향을 미쳤다. 여섯째, 서비스품질은 지각된 유용성에 영향을 미쳤다. 일곱째, 지각된 용이성은 사용자 만족에 영향을 미쳤다. 여덟째, 지각된 유용성은 사용자 만족에 영향을 미쳤다. 연구결과는 빅데이터 사용자들이 빅데이터 이용 시 미치는 결과를 예측할 수 있다. 서비스 품질요인이 긍정적인 변화나 방향으로 적용될 때 소비자들의 지각된 용이성 및 유용성의 향상에 도움이 될 수 있을 것이다. With the recent development of information and communication and storage technology, numerous data that were inadvertently passed in the past are automatically analyzed in real time that provides a different meaning. Big data is growing more and more significant since it is used as a tool for strategic decision-making, which was previously neglected. The impact of big data quality attributes on user satisfaction through perceived ease of use and utility will be examined to meet the research objectives. The subjects of the study were general consumers using big data, and Smart PLS 4.0 was used to statistical analysis. The summary of the research are the following: First, it is said that information quality had a significant impact on perceived ease of use. Second, it is said that system quality had an important impact on perceived ease of use. Third, it is said that service quality had a significant impact on perceived ease of use. Fourth, it is said that information quality had a significant impact on perceived usefulness. Fifth, it is said that system quality had a significant effect on perceived usefulness. Sixth, it is said that service quality had a significant effect on perceived usefulness. Seventh, it is said that perceived ease had a significant effect on user satisfaction. Eighth, it can be seen that the perceived usefulness had an important effect on user satisfaction. It was confirmed that users who use big data have higher user satisfaction as the perceived ease and usefulness of the quality of big data increases.

SNS특성이 공연예술소비자의 티켓구매의도에 미치는 영향 - 기술수용모델을 중심으로

정상현,이화형 한국문화경제학회 2023 문화경제연구 Vol.26 No.2

이 연구는 공연예술소비자의 SNS특성이 공연예술소비자의 티켓구매의도에 미치는영향 관계를 규명하여 공연예술 마케팅의 기초자료를 제시하는 데 연구의 목적이 있다. 연구 대상자는 SNS를 통해 공연예술 티켓을 구매한 경험이 있는 공연예술소비자로 선정하였고, 온라인 설문 플랫폼 Google docs를 이용하여 261부의 자료를 수집하였다. 실증 분석은 모두 유의수준 α=.05 에서 검증하였으며, 통계 처리는 SPSS 28.0 및 AMOS 28.0 프로그램을 사용하여 분석하였다. 실증 분석을 통해 도출한 결과는 다음과 같다. 첫째, SNS특성 중 상호작용성, 유희성, 관계성은 지각된 유용성에 정(+) 의 영향을 미치는 것으로 나타났으며, 실재감은 지각된 유용성에 영향을 미치지 않는것으로 나타났다. 둘째, SNS특성 중 상호작용성, 유희성은 지각된 용이성에 정(+)의영향을 미치는 것으로 나타났으나, 관계성, 실재감은 지각된 용이성에 영향을 미치지않는 것으로 나타났다. 셋째, 공연예술소비자의 지각된 용이성은 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 공연예술소비자의 지각된 유용성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 공연예술소비자의 지각된용이성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서, SNS특성의하위요인인 상호작용성, 유희성, 관계성을 강조하는 SNS를 기획·제작하여 공연예술소비자의 지각된 유용성과 지각된 용이성을 높임으로써 티켓구매의도에 긍정적인 영향을미치도록 해야 할 것이다. This study proposes a research model that investigates that influential relationship of the major variables set when searching for performing arts, including the characteristics of SNS, perceived usefulness, perceived ease of use, and ticket purchase intention. The subjects were performing arts consumers with experiences of purchasing a performing arts ticket via SNS. A total of 261 questionnaires were collected with the online survey platform Google Docs. The empirical analysis results were tested at the significance level of α=.05, and statistical treatments were analyzed with the SPSS 28.0 and AMOS 28.0 programs. The empirical analysis results led to the following findings: First, the study empirically analyzed the impact of SNS characteristics on searching for performance arts included interaction, playfulness, relationship, and reality on perceived usefulness, and found that interaction, playfulness, and relationship had significant positive (+) effects on perceived usefulness, and reality did not have any effect on it. Second, the study also empirically analyzed the effects of SNS characteristics on searching performing arts including interaction, playfulness, relationship, and reality on perceived ease of use, and found that interaction and playfulness had positive (+) effects on it with relationship and reality having no effects on it. Third, the study empirically analyzed the effects of perceived ease of use on perceived usefulness in performing arts consumers and found that the former had positive (+) effects on the latter. Fourth, the study empirically analyzed the effects of perceived usefulness on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Finally, the study empirically analyzed the effects of perceived ease of use on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Based on these findings, the study had the following discussions: First, one of the subfactors of SNS characteristics to search performing arts is interaction, which turned out to have the biggest effects on perceived usefulness. This raises a need to actively review performing arts marketing and emphasize interaction, which allows performing arts consumers to share and communicate various content among themselves via SNS to obtain performance information. Second, another subfactors of SNS characteristics to search performing arts is playfulness, which turned out to have the greatest influences on perceived ease of use. This raises a need to plan and develop performing arts promotions and content tjat gives performing arts consumers the feeling of fun, interest, and pleasure by using SNS in order to increase their perceived ease of use. Third, perceived ease of use had positive effects on perceived usefulness in performing arts consumers. It is thus necessary to do research on promotion and marketing strategies recognizable at a glance so that performing arts consumers can obtain information about performing arts and overcome their difficulties with SNS to increase their perceived usefulness. Fourth, perceived usefulness turned out to have positive impacts on the ticket purchase intention of performing arts consumers. These findings suggest that the field of performing arts should be active in developing marketing strategies to plan diverse events and promotions that provide performance information via SNS to consumers so that performing arts consumers will purchase more tickets. Finally, it was demonstrated that perceived ease of use had effects on the ticket purchase intention of performing arts consumers. It is thus needed to analyze the age groups of consumers and implement promotions targeting specific age groups to increase the ticket purchase of performing arts consumers. In short, this study promotes the understanding of performing arts consumers' behavior...