해양치유 프로그램에 대한 관심은 코로나19 팬데믹 이후 정부와 업계 실무자 모두에서 급속도로 증가하고 있다. 그러나 아직까 지 소비자 관점에서 해양치유 프로그램이나 해양치유 체험에 대한 유용성, 만족도, 편익 등을 이해하고자 시도한 연구는 부족한 실정이 다. 이에 이 논문에서는 후기수용모델을 적용하여 해양치유 프로그램 참여자의 지각된 유용성과 기대일치, 만족, 지속참여의도 간 관계를 구조적으로 분석하고자 하였다. 자료수집은 부산시 해양치유 프로그램 운영 기간인 2022년 9～10월까지 매 주말 사전 훈련된 면접원에 의 한 면접조사 방식으로 실시하였고, 총 203부의 유효 표본을 분석에 활용하였다. 분석 결과 해양치유 프로그램에 대한 기대일치는 프로그 램 참여자의 만족과 프로그램의 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났고, 해양치유 프로그램 참여자 만족은 프로그램 지속참여의도에 긍정적인 영향을 미치는 것으로 나타났다. 해양치유 프로그램에 대한 지각된 유용성 역시 프로그램 참여자 만족 및 지속 참여의도에 긍정적인 영향을 미쳤다.

본 연구는 소비자가 경험재인 웹소설을 선택하는 상황에서 사실적 메시지와 평가적 메시지를 담은 온라인 리뷰를 보았을 때 더 유용하다고 판단하는 리뷰가 무엇인지 탐색하고, 이러한 유용성 평가의 차이에 대한 개인의 분석적 의사결정 성향 수준의 조절효과를 검증하기 위하여 실시되었다. 경험재를 구매하기 전 객관적 정보를 수집하는 소비 자의 성향에 근거하여 웹소설의 소비자는 사실적인 온라인 리뷰의 유용성을 더 높이 평가할 것으로 예상하였다. 또 한 인지적 성향에 따라 구분되는 의사결정 유형 중 분석적 의사결정자는 정확한 정보를 수집하여 논리적인 판단을 내린다. 따라서 분석적 의사결정 성향 수준이 높아짐에 따라 사실적인 온라인 리뷰의 유용성 평가가 높아질 것으로 예상하였다. 실험 1의 결과 사실적인 리뷰를 제시받은 집단이 평가적인 리뷰를 제시받은 집단보다 리뷰의 유용성을 높이 평가하였으며, 실제 웹소설 선택 상황과 유사하게 두 유형의 리뷰를 동시에 제시한 실험 2에서도 리뷰의 유용 성 평가에 대한 리뷰 메시지 유형의 주효과가 확인되었다. 또한 실험 2에서는 분석적 의사결정 성향 수준이 높아짐 에 따라 사실적인 리뷰의 유용성을 높이 평가하는 경향이 드러나 분석적 의사결정 성향 수준의 조절적 역할이 확인 되었다. 본 연구는 경험재인 웹소설을 선택하는 상황에서 리뷰 메시지 유형 및 소비자의 분석적 의사결정 성향 수준 이 소비자의 리뷰 유용성 평가에 영향을 끼친다는 사실을 확인함으로써 웹소설 소비자의 행동 양식을 밝혔다는 이론 적, 실무적 의의를 갖는다.

본 연구는 국가지원 뷰티 관련 교육기관의 교육서비스품질이 수강생의 지각된유용성과 진로 준비행동에 미치는 영향을 규명하는 것 이였다. 연구참여자는 서울·경기 소재 국비지원 교육기관(학원)에 수강자 362명을 임의표집방법으로 표집 하였다. 수집된 자료는 SPSS 통계패키지 26.0 버전을 이용하여 기술통계, 요인분석, 신뢰도분석, 상관관계분석 및 다중회귀분석을 통하여 자료를 분석하였다. 일련의 연구절차를 통하여 도출된 결과는 다음과 같다. 첫째, 교육서비스품질, 지각된 유용성 및 진로준비행동의 변인들은 상호 상관관계가 통계적 유의하게 나타내었다. 둘째, 교육서비스품질은 지각된 유용성에 통계적 유의하게 정적(+)영향이 있는 것으로 나타났다. 셋째, 교육서비스품질은 진로준비행동의 정보수집 활동, 직무준비활동 요인에 통계적 유의하게 정적(+) 영향을 나타내었다. 넷째, 지각된 유용성은 진로준비행동의 정보수집활동과 직무준비활동 요인에 통계적 유의하게 정적(+) 영향이 있는 것으로 나타났다. 본 연구의 결과는 국비지원 뷰티관련 교육기관의 교육서비스품질을 재평가하여 뷰티관련 국비지원 사업의 효율성을 높이고 교육 서비스품질 향사아에 기초자료로서 활용할 수 있을 것이다.

BRIS has been established by the Ministry of Agriculture, Food and Rural Affairs since 2011 under Article 21 of the Act on the Preservation, Management and Utilization of Agricultural Life Resources. It is an information service that provides information related to agricultural life resources in connection with the Rural Development Administration, the Forest Service, and Korea Seed & Variety Service, Agricultural Resources and Agricultural and Livestock Quarantine Headquarters. The purpose of this study is to evaluate how the users assess the information system quality (information quality, system quality) for the current Bio Resource Information Service (BRIS). Ultimately, the structural equation modeling analyzes the causal relationship between each variable and how it responds to the user's continuous use intention. As a result, information quality among information system quality and information quality among system quality used as the main variables for the evaluation of BRIS were statistically positively influenced by users' perceived usefulness, while system quality It has been analyzed to have a positive effect on the sustained use intention. The user's continuous use intention is positively influenced by the information system quality and perceived usefulness at a statistically significant level. Especially, the perceived usefulness plays a role in mediating the user's continuous use intention.

The purpose of this research was to test the effects of technological innovation capability and technology commercialization capability on new product performance of the companies in electronics industry and the moderating role of perceived usefulness of government R&D support. For this study, Research data were collected through questionnaire instruments from the sample of 346 employees in 17 electronics companies of metropolitan area. The 305 sample was selected and analyzed by hierarchical regression technique. The results showed that technological innovation capability and technology commercialization capability had a positive effect on new product performance. And also found out perceived usefulness of government R&D support had the moderate roles between only technical innovation system our of three technological innovation capability factors and new product performance, and also between only manufacturing capability our of three technological commercialization capability factors and new product performance. With the research results, the implications for electronics company were discussed, and the directions for future research were suggested.

As the number of SNS(Weibo) users in China is growing rapidly, Chinese fashion brands are heavily dependent on SNSs as a fashion marketing communication tool. For this reason, the characteristics of SNS accounts and their influences on SNS users’ responses need to be studied. Thus, the present study aimed to investigate the influences of the characteristics of Chinese fashion brands’ SNS accounts(Weibo) on the perceived usefulness of and satisfaction with the SNS acount, and brand loyalty. Data were collected via a questionnaire survey of men and women living in Beijing or Shanghai aged from 18 to 49 with experience of SNSs(Weibo). After a pilot survey of 70 subjects, the preliminary questionnaire was revised and then translated into Chinese. The questionnaire translated into Chinese was back-translated into Korean to ensure the translation was correct. The final questionnaire was administered to 600 subjects. Exploratory and confirmatory factor analyses, reliability analysis, and structural equation model analysis were conducted for data analysis. The results of this study were as follows: Five factors were extracted for Weibo characteristics: interaction, information provision, information recency, information reliability, and information playfulness. The information reliability, information playfulness, and interaction of SNS accounts(Weibo) had significant influences on perceived usefulness. The information playfulness, information reliability, and information recency showed significant influences on satisfaction. The perceived usefulness exerted significant influences on satisfaction and brand loyalty. The satisfaction also had statistically significant influences on brand loyalty.

SNS (Social network service) characteristics are perceived to simplify use. We carried out empirical studies on these parameters to observe the impact on the image of catering SNS online by word-of-mouth. The subjects of the study were as follows: 32.3% (392 persons) 19 years old, 67.7% (821 persons) over 19 years, 51.0% (619 persons) in their 20s, 22.1% (268 persons) in their 30s, 17.6% in their 50s, and 9.3% (112 persons) over 50 years. After verifying the hypothesis proposed that SNS characteristics perceived the ease of use, the significant factor identified in usability were connectivity Speed (β=0.213), playfulness (β=0.246), information (β=0.115), and reciprocity (β=0.357). Dual reciprocity had the most impact. It was observed that a longer impact of these significant factors improved the feel and fun of use. If SNS companies cater to, quick and easy, diverse, reliable and latest information, they can increase the ease of use, and availability, depending on the goals. Also, significant factors in the SNS features and online word of mouth was playfulness (β=0.312), information (β=0.207), reciprocity (β=0.066) and perceived ease of use, and usefulness (β=0.293), double playfulness had the maximum impact. These features provided more fun, reliable information, and could quickly deliver the latest information. The more the perceived usefulness, and ease of use, higher was the online word-of-mouth effect. SNS usage characteristics of connectivity Speed did not show any statistical significance in online word-of-mouth. Thus, catering businesses need to find ways to increase the ease of use, make the usefulness multifaceted, constantly checking the catering information on the SNS and ensuring to get the latest information is from diverse and reliable sources. This would increase the fun for the customer making the SNS to actively be utilized as a marketing tool.

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

The present study aims to investigate the perceived usefulness of business coaching as a moderator between the association of entrepreneurial competencies and business success of women micro-entrepreneurs. This study employs a stratified random sampling technique to collect data from women micro-entrepreneurs who attended business coaching sessions. In total, 261 questionnaires were distributed and collected. This study has divided the moderator (i.e., perceived usefulness of business coaching) into two groups, namely, group 1 (with a low mean) and group 2 (with a high mean) for moderation analysis. By using a comparative analysis of the path coefficient for groups 1 and 2, the path is moderated by the perceived usefulness of business coaching if the beta value for group 1 is significant, and the beta value for group 2 is non-significant. The results show that eight out of a total of sixteen hypotheses were supported, while the remaining hypotheses were rejected. The findings of the study suggest that the domains of entrepreneurial competencies for women micro-entrepreneurs, including strategic, commitment, conceptual, opportunity, and relationship competencies, together with the perceived usefulness of business coaching, are vital for the business success and should remain the principal focus of future research in women entrepreneurship.

This study aimed to analyze evidence of the effect of perceived ease-of-use, perceived usefulness, and perceived security on the citizen’s intention to use e-Filing with information technology readiness as an intervening variable. This study used primary data collected from Civil Servants Taxpayers, Indonesian National Armed Forces, and State Police of the Republic of Indonesia in Semarang City. One hundred fifty questionnaires were distributed, and 126 were processed and analyzed. The multiple linear regression and path analysis were employed to test the hypotheses. The results indicated that perceived ease-of-use and perceived security had a positive effect on the use of e-Filing, while perceived usefulness has no effect on the use of e-Filing. In addition, readiness of information technology did not mediate the relationships among the perceived ease-of-use, perceived usefulness, and perceived security on the use of e-Filing. This study implies that Directorate General of Taxes, as a provider of e-Filing services, may improve the quality of e-Filing, especially in terms of ease and security. It is because, based on the results of this study, both aspects have been empirically proven to be able to increase intention to use e-Filing in reporting the annual notification letter.