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.

중국의 스마트폰 결제 서비스 사용의도에 대한 연구 : 기술수용모델을 중심으로

유원동 ( Yuantong Yu ),한웅희 ( Woong-hee Han ) 한국생산성학회 2020 生産性論集 Vol.34 No.2

Chinese smart phone payment services are experiencing remarkable growth both in quantity and quality. At the same time, the smartphone payment services as a new payment service have many challenges to be solved, such as securing the stability of the smartphone payment and changing the habit of the existing payment method. Based on previous studies on the use of smartphone or mobile payment services, this study conducted a discriminatory study in the following respects. First, perceived ease of use was adopted by this study as well as perceived usefulness as important determinants to describe the acceptance of smartphone payment services, which are the major variables of the initial TAMS. Second, this study adopted a attitude of use for smartphone payment services as a dependent variable. This study adopted a perceived risk to identify the effect of uncertainty avoidance associated with the use of smartphone payment services on the intention to use and the attitude of use of Chinese consumers for smartphone payment services. The purpose of this study is to identify variables affecting the acceptance of smartphone payment services for Chinese users in the Chinese smartphone payment services market, which have begun to be activated relatively recently. Specifically, this study investigated the effect of perceived ease of use on Chinese consumers’ intention to use and attitude of use of smartphone payment services as well as the effect of perceived usefulness. Based on the literature reviews, this study merged TAM and perceived risk. This study verified the research models and hypothesis by using structural equations model. First, According to the results of present study, perceived ease of use was proved to have a positive impact on the attitude of use and the perceived usefulness. Second, it has been found that perceived risks influence negatively on the intention to use and the attitude of use. Third, perceived usefulness has a positive influence on consumers’ intention of use, but not on attitude of use. Finally, the attitude of use was not found to have impact on the intention of use. As predicted by hypotheses 1 and 2, it has been shown that perceived ease of use for smartphone payment services has a positive impact on consumer’s perceived usefulness and the attitudes toward use. Contrary to expectations in hypotheses 3 and 4, perceived usefulness for smartphone payment services did not have a positive effect on attitudes of use, and the attitude of use for smartphone payment services did not have a positive effect on intentions to use. As predicted by hypothesis 5, it has been found that perceived usefulness for smartphone payment services has a positive effect on consumers’ intention to use. As predicted by hypotheses 6 and 7, perceived risks to smartphone payment services have a negative effect on attitudes of use and intentions to use. Based of these results, theoretical implications and practical implications were discussed and suggested. Finally, the limitations of present research as well as future research were discussed.

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.

O2O 서비스의 지속이용의도에 관한 연구: 이용자 혁신성의 조절효과를 중심으로

이옥,이문봉 한국정보시스템학회 2020 情報시스템硏究 Vol.29 No.2

Purpose: Today, the increasing of internet use and the expansion of internet range provide us with many opportunities. Therefore, this study examine relation of perceived ease of use, perceived playfulness, perceived risk, perceived usefulness based on previous studies. And we examine the effect of O2O service satisfaction on continuous use intention. Also, we studied the relationship between perceived ease of use, perceived playfulness, perceived risk, perceived usefulness according to user innovation. Design/Methodology: A Structural Equation Model(SEM) method was used to test the theoretical framework based on a sample of 451 respondents who have experienced the O2O service. Factor analysis and confirmation factor analysis was conducted to check the reliability, convergency validity and discriminant validity. To test moderating effect of the user innovation, multi group analysis was conducted. Findings: First, perceived ease of use, perceived playfulness, perceived risk have significant effects on perceived usefulness. Second, perceived usefulness of O2O service have a positive effect on satisfaction. Third, satisfaction of O2O service have a positive effect on continuous use intention. The relationship that perceived ease of use, perceived playfulness, perceived risk affect perceived usefulness is differ depending on user innovation. Based on these findings, this study suggested to marketing practitioners the need for different approach by a user innovation.

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.

SRT 이용이 확산되는 이유

송상현,나준희 한국상품학회 2019 商品學硏究 Vol.37 No.6

With the opening of SRT Suseo Station, people in Seoul and eastern Gyeonggi Province can use the bullet train very conveniently. It was very useful for the local people in terms of distance. Therefore, this study was conducted to determine how SRT would benefit users in accordance with the quality of service in SRT, and the quality of service was divided into economy, rapidness, accessibility, tangible and human service. The continued use of SRTs, meanwhile, should at least be able to recommend them to others. This study set the recommendation intention of the SRT as a dependent variable. And the mediator of this study set the perceived usefulness and perceived easy of use. The study found that the economy of SRT was significant for perceived usefulness, but not for perceived easy of use. The accessibility of SRT Suseo station was significant for perceived usefulness and perceived easy of use. The rapidness of SRT was significant for perceived usefulness, but not for perceived easy of use. The tangible of SRT was significant for perceived usefulness and perceived easy of use. The human service of SRT was significant for perceived usefulness and perceived easy of use. Perceived usefulness and perceived easy of use were significant for recommendation intention. SRT 수서역이 개통됨에 따라 서울과 경기 동부의 사람들은 고속열차를 매우 편리하게 이용할 수 있게 되었다. 해당 지역민에게는 거리적인 측면에서 매우 유용했다. 이에 따라 본 연구에서는 SRT의 어떤 서비스 품질이 이용객에게 어떤 편익을 제공하는 지를 파악하고자 연구를 진행하였다. 본 연구에서는 SRT의 서비스 품질을 경제성, 신속성, 접근성, 유형성, 인적 서비스로 구분하였다. 한편, SRT를 지속적으로 이용할 수 있는 것은 최소한 다른 사람들에게 추천하는 마음이 있어야 한다. 따라서 본 연구에서는 SRT 이용에 대한 추천의도를 종속변수로 살펴보았다. 그리고 본 연구의 매개변수로 지각된 유용성, 지각된 이용용이성을 설정하였다. 연구결과, SRT 이용의 경제성은 지각된 유용성에는 유의하였으나 지각된 이용용이성에는 유의하지 않았다. SRT 수서역에 대한 접근성은 지각된 유용성, 지각된 이용용이성에 모두 유의하였다. SRT의 신속성은 지각된 유용성에는 유의하였으나 지각된 이용용이성에는 유의하지 않았다. SRT의 유형성은 지각된 유용성, 지각된 이용용이성에 모두 유의하였다. SRT 승무원의 인적 서비스는 지각된 유용성, 지각된 이용용이성에 모두 유의하였다. 지각된 유용성, 지각된 이용용이성은 추천의도에 모두 유의하였다.

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

김미경 사단법인 미래융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.9

This study examines how the perceived bias, perceived risk, perceived ease to use, and perceived usefulness affect the intention to use Youtube algorithm recommendation service through VAM. The result of mediation analysis by Process macro, perceived usefulness had a positive effect on the perceived value of the algorithm recommendation of Youtube, and the perceived value had a positive effect on the intention to use. However, perceived usefulness did not affect intention to use by mediating the perceived value. The perceived ease to use had a positive effect on the perceived value and the perceived value had a positive effect on the intention to use the algorithm recommendation. The perceived ease to use had a positive effect not only on the intention to use but also on the intention to use by mediating the perceived value. The perceived bias had a positive effect on the perceived value of the algorithm recommendation, and the perceived value had a positive effect on intention to use it. The perceived bias directly had a positive effect on the intention to use and the intention to use by mediating the perceived value. The perceived risk had a positive effect on perceived value of the algorithm recommendation. The perceived value had a positive effect on the intention to use it. The perceived risk had a positive effect on the intention to use, but the perceived risk did not affect the intention to use it by mediating the perceived value.

업무용도로 이용되는 모바일 인스턴트 메신저에서 인지된 보안성, 인지된 프라이버시, 인지된 즐거움, 인지된 상호작용성이 지속이용의도에 미치는 영향에 관한 연구

이지은,황찬규,권두순,Lee, Jieun,Hwang, Changyu,Kwon, Dosoon 디지털산업정보학회 2015 디지털산업정보학회논문지 Vol.11 No.3

As smart phones become more common nowadays, mobile instant messengers such as kakao talk and line are used as essential communication tools exchanging information between individuals. Also, the mobile instant messengers extend their use to business area beyond communication between individuals. This study is on how factors of mobile instant messenger such as perceived security, perceived privacy, perceived enjoyment and perceived interactivity affect business continual usage intention through perceived usefulness. The proposed model is based on Expectation-Confirmation Theory of Oliver and Technology Acceptance Mode of Bhattacherjee. For an analysis, 159 survey responses were collected from the office workers in Seoul and nearby cities, having experiences of mobile instant messengers. To validate the proposed research model, PLS analysis is performed with the valid 154 questionnaires. The path analysis results are as follows. First, perceived security has a positive effect on expectation-confirmation. Second, perceived enjoyment has a positive effect on perceived usefulness. Third, perceived interactivity has a positive effect on both perceived usefulness and expectation-confirmation. Fourth, perceived usefulness has a positive usefulness on satisfaction and continual usage intention of mobile instant messenger. Last, expectation-confirmation has a positive effect on perceived usefulness, and satisfaction has a positive effect on continual usage intention of mobile instant messenger. Since the mobile instant messenger may bring a pressure of work and a violation of privacy, it is necessary that the company provide a guideline for use of the mobile instant messenger and establish the in-house mobile instant messenger system.

지불결제시장에서 신용카드의 경쟁력 제고에 관한연구-확장된 기술수용모델( Extended TAM )적용을중심으로

이명식 사단법인 한국신용카드학회 2017 신용카드리뷰 Vol.11 No.2

One of the most noticeable changes in payment services market is the rapid expansion of the easy payment service. In order to enhance the competitiveness of credit cards by adapting to these trends, it is necessary to carefully analyze the acceptance of consumers' new payment methods on the basis of the development of new technology of the "4th Industrial Revolution". In this study, an extended version of the TAM (Technical Acceptance Model) is applied to the causal relationship of the factors related to the new technology-based payment service such as self-efficacy, perceived risk, acceptance, perceived usefulness, and intention to use. The acceptance and perceived usefulness all positively affect the intention to use, and the acceptance also seems to have a significant effect on perceived usefulness. Self-efficacy has a significant positive effect on acceptance, but has insignificant effect on perceived usefulness and intent to use in Extended TAM, which is expanded by adding self-efficacy and perceived risk to original TAM. However, perceived risk has, as expected, a negative effect on either perceived usefulness or intention to use. Acceptance has a positive effect on perceived usefulness. The main factors of TAM, acceptance and perceived usefulness, are found to have mediating effects on the relationship self-efficacy between intention to use, and the relationship perceived risk between intention to use respectively in Extended TAM. Some implications for establishing marketing strategy in payment service market are discussed briefly. Further theoretical and managerial implications as well as research limitations are suggested. 최근 지불결제서비스시장의 두드러진 변화 중의 하나가 바로 간편결제서비스의 급속한 확장이다 . 신용카드가 이러한 트렌드에 적응하여 경쟁력을 제고시키기 위해서는 ‘4 차 산업혁명 ’ 의 신기술개발을 배경으로 소비자의 새로운 지불결제수단에 대한 수용도를 선제적으로 면밀하게 분석할필요가 있다 . 본 연구에서는 신기술 기반 지불결제서비스와 관련된 요인들의 인과관계를 충족시키기 위해서 확장된 기술수용모델 (Extended Technology Acceptance Model) 을 적용하였고 이 모델내에서 자기효능감 , 인지된 위험 , 수용성 , 사용혜택 , 사용의도 간의 인과적 관계를 규명하였다 . 수용성과 사용에 따른 혜택은 사용의도에 모두 긍정적으로 영향을 주고 있는 것으로 나타났으며수용성 또한 사용혜택에 유의하게 영향을 미치고 있는 것으로 보인다 . 기본적인 TAM 에다 자기효능감 및 인지된 위험을 추가하여 확장된 TAM(Extended TAM) 을 신기술 기반 지급결제서비스에적용시켜 보았을 때 , 자기효능감은 수용성에는 유의하게 긍정적으로 영향을 미치고 있지만 사용혜택이나 사용의도에는 통계적 유의성을 보이지 않고 있어 전혀 영향을 미치지 않고 있는 것으로 나타났다 . 그러나 인지된 위험은 예상했던 바와 같이 사용혜택이나 사용의도에 모두 부정적인 효과를 보여주고 있다 . 수용성은 사용혜택에 긍정적인 인과성을 보여주고 있다 . TAM 의 핵심요인인수용성과 사용혜택은 확장된 TAM(Extended TAM) 에서 자기효능감 및 인지된 위험과 사용의도와의 관계에서 각기 매개효과를 가지고 있는 것으로 나타났다 . 분석결과에 따라 신용카드사의 지불결제서비스시장에서의 마케팅전략 수립에 유용한 시사점이 제시되었다 .

A Study on the Relationship between Perceived Ease of Use, Perceived Usefulness, Satisfaction and Intention to Continue Use of Non-face-to-face Education Service in Accounting Learning

박명준,곽재우 한국상업교육학회 2024 상업교육연구 Vol.38 No.4

This study investigates the relationship between perceived ease of use, perceived usefulness, satisfaction, and the intention to continue using non-face-to-face educational services in accounting learning. The significance of understanding these factors has grown due to the increased reliance on contactless education services following the COVID-19 pandemic. The study aims to provide insights that can help improve the quality and effectiveness of these educational services. Next, the research involved the analysis of data collected from 476 university students who had experience using non-face-to-face accounting education services. A Structural Equation Model (SEM) was employed to examine the relationships between the variables of interest, namely perceived ease of use, perceived usefulness, satisfaction, and intention to continue use. As a result, the study's findings indicate that perceived ease of use has a positive influence on perceived usefulness, which significantly impacts user satisfaction. Furthermore, both perceived ease of use and perceived usefulness are directly related to the students' satisfaction with the contactless educational services. High levels of satisfaction were also shown to strongly predict the intention to continue using these educational services. Finally, these results suggest that improving the perceived ease of use and usefulness of contactless education services is crucial for enhancing student satisfaction and promoting continued use. Educational service providers should focus on creating user-friendly interfaces, providing high-quality educational content, and implementing effective support systems. These efforts are essential for improving the overall learning experience and ensuring the long-term success of non-face-to-face educational services.