A Unified Model Combining Technology Readiness Acceptance Model and Technology Paradox Theory

Choon-San Kim,Sang-Bum Park 한국유통과학회 2017 The Journal of Industrial Distribution & Business( Vol.8 No.7

Purpose – There are common factors both in Technology Readiness and Acceptance Model and Technology Paradox Theory which can be put together and made in one unified model. The unified model can provide the following merits. First, the unified model is simple but contains factors of the models. Second, the unified model can clarify the process of technology acceptance of common consumers. Third, the unified model can provide the opportunities to analyze the negative sides of new technology, thus find ways to improve the level of acceptance by general consumers. Research design, data, and methodology – The 450 questionnaires were handed out to people around Seoul and 421 were collected. Except insincere and wrong-marked ones, 402 were used to analyze. SPSS program was used to analyze. Factor analysis, regression analysis was conducted to test the hypotheses. Results – By analyzing sub-factors of both models and binding the common factors in one category, we accomplish one model. And we tested the model by empirical method. The results show that the results from the unified model are almost same as the results from the two models. In other words, the unified model works. Conclusions – Explaining one state of affair by two different method is in some sense distracting attention. By devising a new model including factors of both models, we can explain the affair more straightforward and efficiently. At first the technology acceptance model was devised to explain the technology users in an organization and the following tests and revised models were for the similar purposes. However, as on-lone activities including contracts have been expanded and become important, consumers as the technology uses have emerged as first factor to consider. In accordance models to explain this situation has been suggested. The model suggested in this research is one of the models but it has the following merits. That is, it is simple but has strong explanation power, it can clarify the process of technology acceptance of common consumers by containing negative sides of consumer conception, and thus, it can provide the opportunities to analyze the negative sides of new technology, also find ways to improve the level of acceptance by general consumers.

DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG YOUNG MILLENNIALS

Reza Ashari Nasution,Dwine Fatimah Azzahra,Devi Arnita 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

무용교육과정에서의 무용테크놀로지 및 매체 수용에 관한 연구

황인주 ( In Joo Hwang ) 대한무용학회 2009 대한무용학회논문집 Vol.61 No.-

In recent years, new dance technology and medium have been introduced in various dance areas. Considering that dance may expand its boundary and move into the another development stage by utilizing new dance technology and medium, it is important to accept new dance technology and medium in dance education, and let dance students try various dance experiments with these digital technologies and medium in order to get rich dance experiences. For these technologies and medium to be accepted and utilized effectively and efficiently in dance curriculum, it is necessary to develop an acceptance model to new dance technology and medium, and empirically test which critical factors influence acceptance decisions at the student level. Then, based on the the technology acceptance model, the purpose of this study is to find out not only determinants affecting user acceptance of new dance technology and medium in dance education, but also test the relationship among factors in the acceptance process. The main results of this study are as follows. First, based on previous studies on digital technology acceptance in the educational environment, the acceptance model of new dance technology and medium include social influence, shared trust, innovation, interest, self-efficacy as external variables. Secondly, while social influence, shared trust and innovation affect perceived usefulness, interest and self-efficacy affect perceived ease of use respectively. This implies that each external variable has different influence on user`s perception. Thirdly, while perceived usefulness and acceptance attitude positively influence dance students to accept new technology and medium, perceived ease of use does not directly influence the intention of acceptance. This suggest that perceived usefulness may play a key role in the acceptance model. The outcome of this study may be used as a reference to design several methods to increase students` acceptance of new dance technology and medium, and activate these technologies in the dance curriculum. However, considering that research on the acceptance model in the dance field is very limited but the subject is important, it is hoped that more research in this area be done in the near future.

스마트폰 수용요인에 관한 경험적 연구 - 개인의 혁신성, 사회적 영향력, 사용자 인터페이스를 중심으로 -

최민수 ( Choi Min-soo ) 한국디자인트렌드학회 2011 한국디자인포럼 Vol.33 No.-

본 연구는 혁신적 융합매체인 스마트폰의 수용요인을 밝히고 개념간의 인과관계 분석하기 위해 Davis(1989)의 기술수용모델을 확장하여 스마트폰 수용모델을 제안하였다. 스마트폰 수용모델을 통해 개인의 혁신성, 사회적 영향력, 사용자 인터페이스의 영향력이 클수록 스마트폰의 유용성, 용이성, 유희성에 대한 지각이 높게 나타나고 이는 스마트폰에 대한 긍정적인 이용태도를 형성하는 것으로 나타났다. 또한 이용태도가 긍정적으로 나타날수록 스마트폰 이용의도를 긍정적으로 형성한다는 것을 알 수 있었다. 본 연구에서 제안한 스마트폰 수용모델은 향후 정보통신 미디어를 채택하고 이용하는 행위에 대한 학문적 접근 뿐 아니라 실무적 측면에서도 유용한 틀로 활용될 수 있을 것이다. This study examined acceptance decision factors of a smart phone, which is a innovative convergent media, and suggested a smart phone acceptance model to analyze the cause and effect relations of concepts. The smart phone acceptance model was developed based on the TAM(Technology Acceptance Model) of Fred Davis(1989) by expanding constructs of the model. Smart phone acceptance model showed that the higher the personal innovativeness, social influence and user interface influence were, the higher the perceived usefulness, ease-of-use and playfulness of the user were, which appeared to form a positive attitude toward use of a smart phone. It was also shown that a more positive attitude toward use leads to more positive intention toward use of a smart phone. However, the influence of cost was not verified in this model. The smart phone acceptance model here can be used as an effective tool in actual working areas as well as in academic researches on the adoption and usage of an IT media in the future.

최신 모바일 기술에 대한 기대감/수용도에 관한 연구 -MICE 산업에서의 Smart Phone 이용을 중심으로-

윤은주 ( Eun Joo Yoon ),이현철 ( Hyun Chul Lee ) (사)한국마이스관광학회(구 한국컨벤션학회) 2011 MICE관광연구 Vol.11 No.1

The MICE industry has changed and grown with the progress of mobile technology. In those trends of the MICE industry, this study attempted to identify the purposes of using the latest technologies and the attitudes to accepting them and examine the effects of self-efficacy and technological innovation on the attitudes to acceptance of the latest mobile technologies, based on the technology acceptance model (TAM) which is most widely used to explain the acceptance of information technology. In addition, the study conducted an empirical analysis of differences between two groups-students and adults. The study results showed that only the sense of self-efficacy had an influence on the acceptance attitudes unlike in other technology acceptance models, and the comparison between the two groups found that adults were more influenced by an external environment than students. This suggests that in terms of the acceptance of mobile technologies in the MICE industry, the technology acceptance model`s hypothesis will be significant for self-efficacy but insignificant for technology innovation. Therefore, found as a result of this study, the level of latest-technology acceptance in the MICE industry could be used as a critical variable in analyzing users` acceptance levels of and needs for a variety of new technologies to emerge from the industry in the future.

최신 모바일 기술에 대한 기대감/수용도에 관한 연구 -MICE 산업에서의 Smart Phone 이용을 중심으로-

윤은주,이현철 한국마이스관광학회 2011 MICE관광연구 Vol.11 No.1

The MICE industry has changed and grown with the progress of mobile technology. In those trends of the MICE industry, this study attempted to identify the purposes of using the latest technologies and the attitudes to accepting them and examine the effects of self-efficacy and technological innovation on the attitudes to acceptance of the latest mobile technologies, based on the technology acceptance model (TAM) which is most widely used to explain the acceptance of information technology. In addition, the study conducted an empirical analysis of differences between two groups-students and adults. The study results showed that only the sense of self-efficacy had an influence on the acceptance attitudes unlike in other technology acceptance models, and the comparison between the two groups found that adults were more influenced by an external environment than students. This suggests that in terms of the acceptance of mobile technologies in the MICE industry, the technology acceptance model's hypothesis will be significant for self-efficacy but insignificant for technology innovation. Therefore, found as a result of this study, the level of latest-technology acceptance in the MICE industry could be used as a critical variable in analyzing users' acceptance levels of and needs for a variety of new technologies to emerge from the industry in the future.

기술수용모델(Technology Acceptance Model) 연구에 대한 종합적 고찰

유재현 ( Jae Hyun You ),박철 ( Cheol Park ) LGCNS 엔트루정보기술연구소 2010 Entrue Journal of Information Technology Vol.9 No.2

하이테크 제품이나 첨단기술을 수용하는 데 있어서 영향을 미치는 요인들에 대해서는 그 동안 많은 연구가 이루어져 왔다. 특히, Davis(1989)의 기술수용모델(TAM)은 수용자의 정보기술수용과 사용행동을 설명하는데 간단하면서도 설명력이 매우 높은 모형으로 인정받고 있으며, 국내외적으로 많은 후속 연구가 진행되고 있다. 그러나 대부분의 기존 연구들은 TAM이 정보시스템 및 하이테크 시스템의 수용에 높은 설명력을 보임에 따라 무비판적으로 적용하는 연구가 성행하고 있다. 또한 수용 제품이나 서비스의 특성을 고려하기 보다는 TAM을 무비판적으로 확장하여 차별성이 부족하다는 문제점을 가지고 있다. 이에 따라 본 연구에서는 그 동안 진행되어온 TAM에 관한 연구들에 대해서 문헌적 검토를 하여 향후 더 나은 연구를 모색하고자 하였다. 이를 위해 먼저, 기술수용모델 연구들의 연대별 진화과정을 재검토하였고, 기술수용모델 연구들의 특징을 모델구성측면, 투입변수측면, 적용분야측면, 방법론측면에서 검토하였다. 그리고 이들 연구의 문제점을 제시 하고 향후 연구방향을 제언하였다. There have been many researches conducted concerning the factors affecting the acceptance of hightech products or advanced technologies. Especially, the Technology Acceptance Model of Davis(1989) has been acknowledged as a simple model that has yet very high explanatory power in explaining users` acceptance of information technology and their behaviors in using it; and many follow-up researches are going on domestically and abroad. However, most of the existing researches applied TAM without criticism, because it apparently explained well the acceptance of information system and hightech system. They also have the problem that the extensive use of TAM without criticism and without considering the characteristics of accepted products or services led to the lack of differentiation. Accordingly, in an effort to pursue better future research, the present research involved a literature review of the researches that have been carried out so far about TAM. For this purpose, a reexamination was first conducted into the chronological developmental process of the research on technology acceptance model; and the characteristics of the researches on technology acceptance model were also examined in the aspects of model construction, input variables, application field and methodology. Then suggestions were made concerning the problems of those researches, as well as the direction of future research.

C4I 시스템 사용의 영향 요인에 관한 연구: 구조모형의 매개변수의 관점에서

김종만,김인재 한국경영정보학회 2009 Asia Pacific Journal of Information Systems Vol.19 No.2

The general aspects for the future warfare shows that the concept of firepower and maneuver centric warfare has been replacing with that of information and knowledge centric warfare. Thus, some developed countries are now trying to establish the information systems to perform intelligent warfare and innovate defense operations.The C4I(Command, Control, Communication, Computers and Intelligence for the Warrior) systems make it possible to do modern and systematic war operations. The basic idea of this study is to investigate how TAM(Technology Acceptance Model) can explain the acceptance behavior in military organizations. Because TAM is inadequate in explaining the acceptance processes forcomplex technologies and strict organizations, a revised research model based upon TAM was developed in order to assess the usage of the C4I system.The purpose of this study is to investigate factors affecting the usage of C4I in the Korean Army. The research model, based upon TAM, was extended through a belief construct such as self-efficacy as one of mediating variables. The self-efficacy has been used as a mediating variable for technology acceptance, and the variable was included in the research model. The external variables were selected on the basis of previous research. The external variables can be classified into following: 1) technological, 2) organizational, and 3) environmental factors on the basis of TOE(Technology-Organization-Environment) framework. The tech-nological factor includes the information quality and the task-technology fitness. The organizational factor includes the influence of senior colleagues. The environmental factor includes the education/train data. The external variables are considered very important for explaining the behavior patterns of information technology or systems.A structured questionnaire was developed and administrated to those who were using the C4I system. Total 329 data were used for statistical data analyses. A confirmatory factor analysis and structured equation model were used as main statistical methods. Model fitness indexes for measurement and structured models were verified before all 18 hypotheses were tested.This study shows that the perceived usefulness and the self-efficacy played their roles more than the per-ceived ease of use did in TAM. In military organizations, the perceived usefulness showed its mediating effects between external variables and dependent variable, but the perceived ease of use did not. These results imply that the perceived usefulness can explain the acceptance processes better than the perceived ease of use in the army. The self -efficacy was also used as one of the three mediating variables, and showed its mediating effects in explaining the acceptance processes. Such results also show that the self-efficacy can be selected as one possible belief construct in TAM.The perceived usefulness was influenced by such factors as senior colleagues, the information quality, and the task-technology fitness. The self-efficacy was affected by education/train and task-technology fitness. The actual usage of C4I was influenced not by the perceived ease of use but by the perceived usefulness and selfefficacy. This study suggests the followings: (1) An extended TAM can be applied to such strict organizations as the army; (2) Three mediation variables are included in the research model and tested at real situations; and (3) Several other implications are discussed.

기술수용모델(TAM)을 적용한 모바일 항공권구매앱 수용에 관한 연구

노민정 ( Min Jung Roh ) 한국항공경영학회 2015 한국항공경영학회지 Vol.13 No.5

모바일 기반의 항공권구매앱의 도입이 최근 본격화되고 있다. 항공권구매앱의 도입은 예약 및 발권에 이르는 일련의 구매과정을 효율화시켜 항공사의 핵심서비스 수행성과 증진에 기여할 뿐 아니라 고객만족도 제고에 일조하여 고객관계 관리의 초석을 다지는 계기로 작용할 수도 있다. 그러나 이러한 항공권구매앱의 전략적 이점에도 불구하고, 항공권구매앱의 사용자 수용에 관련된 심리반응기제를 세밀히 조망한 시도는 드물었다. 이에 본 연구는 기존의 기술수용모델(TAM: techonology acceptance model)을 적용하여 모바일 항공권구매앱 수용에 관한 사용자의 지각 및 수용의사를 면밀히 살펴보고자 하였다. 기술수용모델은 항공권구매앱과 같은 혁신기술의 수용이 해당 기술의 수용에 소요되는 수고로움의 정도(사용용이성) 및 기술 수용에 의한 성과 향상에 대한 기대 수준(유용성)에 따라 좌우될수 있다고 제안하고 있다(Davis, 1989). 본 연구에서는 이러한 기술수용모델의 항공권구매앱 수용 과정에의 적용가능성을 살펴보고자 총 250명의 응답자를 대상으로 설문조사를 실시하였다. 수집된 자료에 대한 실증 분석결과를 요약하자면 다음과같다. 첫째, 성능위험 및 시간위험이 항공권구매앱의 사용용이성에 부(-)의 영향을 미치고 있었다. 둘째, 항공권에 대한 관여도가 항공권구매앱의 유용성 지각에 정(+)의 영향을 미치고 있었다. 마지막으로, 항공권구매앱에 대한 친숙감이 항공권구매앱의 수용의사에 정(+)의 영향을, 모바일 결제플랫폼에 대한 불안감이 부(-)의 영향을 미치고 있었다. 이러한 일련의 결과들은 항공권구매앱의 수용이 성능위험 및 시간위험의 완화로 촉진될 수 있으며, 고관여 소비자들에 대한 커뮤니케이션 활동의 집중으로 보다 고취될 수 있음을 보여주는 것이라 할 수 있다. Recently, an increasing number of mobile-based airline ticketing apps have been introduced. Mobile-based airline ticketing apps cannot only serve to enhance the performance outcome of the core services of airline companies by making the purchase process related to reservation and ticketing efficient, but also provide the opportunity to nourish the customer relationship by increasing customer satisfaction. However, despite the strategic advantage of mobile-based airline ticketing apps, few efforts have been made to consider users`` psychological acceptance mechanism for these apps. This study employs existing technology-acceptance models to scrutinize users`` awareness of and willingness to accept the mobile airline ticketing apps. Technology-acceptance model (TAM) proposes that the acceptance of innovative technologies such as mobile airline ticketing apps varies as a function of the degree of effort spent on the acceptance of the technology (ease of use) and the expectation level for the performance improvement owing to the acceptance of the technology (usefulness; Davis, 1989). To investigate the applicability of TAM to consumers`` acceptance of mobile airline ticketing apps, this study performed a survey of 250 respondents. The results based on the survey data showed that (1) performance risk and time risk had a negative effect on ease of use; (2) involvement with airline tickets had a positive effect on awareness about the app``s usefulness; and (3) familiarity with the app had a positive effect on the willingness to accept it, while anxiety towards mobile payment platforms had a negative impact. These conclusions imply that to facilitate the acceptance of airline ticketing apps, performance and time risks must be eased and marketing activities should be concentrated on consumers highly involved with airline tickets.

A Comparative Study of the Relationship among Technology Readiness, Perceived Usefulness, Perceived Ease of Use, and Customer Loyalty with the Type of Smartphone Use

조연성,곽수환 한국상품학회 2012 商品學硏究 Vol.30 No.6

Nowadays, as the use of smartphones increase, various reinforced products are appearing in the market with higher technologies. Domestic consumers are interested in selecting new smartphones and competition among companies are intense as well. This research focused on this phenomenon and used technology readiness index and technology acceptance model which theoretically studied the process of market introduction and was progressed with purpose of analyzing the customer loyalty and relationship. The relationship among technology readiness index, technology acceptance model, and customer loyalty were analyzed. Also, relationships of major principles mentioned above were compared by categorizing work-oriented users and general users according to use. Total of 761 people were surveyed as sample and for analysis, LISREL structural equation model was used. As a result of analysis, technology readiness index positively affected technology acceptance model for both groups. In addition, the usefulness perceived among technology acceptance model also positively affected customer loyalty for both groups. However, perceived ease of use only positively affected the customer loyalty for work-oriented user group and did not affect for general user group. As a result of group comparison, the relationship between customer loyalty and perceived usefulness, ease of use and perceived ease of use was shown clearer in work-oriented user group. The result of analysis implies that corresponding product helps in increase of perceived usefulness and ease of use through individual's specific experience for the direction of smartphone market. Regarding the fact that group depending on the use was applied to smartphone market, theoretical implication is on looking at the difference between technology readiness index and technology acceptance model by distinguishing various groups.