이 연구는 중국의 이미지 처리 소프트웨어 메이투를 중심으로 하여 기 술수용이론을 적용하고 확장하여 중국 사용자들의 이미지 처리 소프트웨 어 사용 의도에 대한 가능성을 탐구하는 것이다. 이를 위해 설문조사 방 법을 사용하여 사회의 다양한 계층의 다양한 그룹을 조사하고 수집한 데 이터를 분석했다. 연구 결과는 사용자의 사용 의도에 영향을 미치는 것 으로 나타났으며, 특히 사용자의 편리성과 유용성에 더해, 호기심과 자아 형상 일치성도 메이투 사용자의 사용 의도에 긍정적인 영향을 미치는 것 으로 나타났다. 본 논문의 연구 결과는 메이투와 같은 이미지 편집 소프 트웨어의 개발과 운영에 가치 있는 통찰을 제공할 수 있다.

본 연구는 중국 C2C 중고거래 플랫폼의 사용자 연구대상으 로 정보기술 수용과 사용 태도에 대해 설명력이 높다고 인정받 고 있는 기술수용모델(TAM)을 토대로 핵심 변수 외 다양화된 정보시스템 환경을 반영하는 변수로 주목받고 있는 지각된 유 희성을 추가 변수로 지정하였다. 본 연구는 가설을 검증하기 위해 중국 C2C 중고거래 플랫폼에 대한 경험 있는 사용자들을 대상으로 조사를 실시하였다. 총 400부의 설문지를 배포하였으 며 회수된 설문지를 선별하여 총 362부 유효 설문지가 선출되 었다. 또한, C2C 중고거래 플랫폼 특성 변인인 정보 대칭성을 규명하고, 이를 바탕으로 정보의 이용 가치를 높이고 활성하기 위한 전략 방향에 시사점을 제시하는 데 그 목적을 둔다. 그리 고 마케팅 연구의 학문적 발전에 기여하고 기업에는 중고 플랫 폼을 활용한 마케팅 전략 수립 시 실무적인 도움을 제공할 수 있을 것으로 기대한다.

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.

This study is to find out the acceptance intention of international logistics platform which meet the needs of each other of shipper and international logistics company in the online. As you may know, the many korean traditional international logistics companies which have to compete with global logistics companies focused on economics of scale, have been in a big trouble. In this circumstances, though they should get used to the change to survive, they do not know what they try to overcome. So, I hope that this study would be helpful to them

This research study aimed to examine the seriousness related to sodium over intakes that is becoming a global issue, evaluate how the recognition of sodium-reduced products and its acceptance can influence the intention of purchasing sodium-reduced products, and generate basic data for establishment of marketing strategy of campaigns such as reducing sodium intake and commercialization of sodium-reduced products. According to the results of the research, the acceptance of sodium-reduced products significantly influenced the purchasing intention of sodium-reduced products, while the attitude towards sodium and recognition of sodium did not significantly influence the purchasing intention of sodium-reduced products. Extension of these research findings to ordinary people and the analysis of main causes that affect the recognition of sodium-reduced products and purchasing intention provide a solid basis for efficient sodium-reduction publicity and development of directions for campaigns.

This study aims to understand the determinant of the employee’s intention to use information system within the framework of the Technology Acceptance Model (TAM) and Information System Success Model (ISSM). This paper also aims to examine the influence of ISSM dimension on the perceived usefulness and the perceived ease of use. The research respondents were 248 employees of Universitas Negeri Semarang (UNNES) who are users of the Financial Information System (SIKEU). Data was obtained using a questionnaire that was distributed online via Google form. The data analysis method used is Structural Equation Model (SEM) analysis using the Warp-PLS software. The results showed that the dimensions of TAM (perceived ease of use and perceived usefulness) had a positive and significant influence on the employee’s intention to use SIKEU. The ISSM dimension (system quality and information quality) also had a significant influence, although other ISSM dimensions (service quality) had not been proven to have a significant influence on the employee’s intention to use SIKEU. Moreover, the results showed that the employee’s intention to use is a determinant of SIKEU’s actual usage. Perceived ease of use was significantly determined by system quality, information quality, and service quality. In addition, the perceived usefulness was significantly determined by system quality and information quality.

This study aims to investigate the effect of eating-out types on the acceptance intention of artificial seasoning when consumers eat out at restaurants. Eating-out types considered to be typical when customers visit restaurants, such as the food-exploratory type, healthoriented type, and convenience-seeking type, were studied. Based on the research of previous studies, three eating-out types were selected for the study, which were “food-exploratory”, “convenience-seeking”, “health-oriented”. This study was conducted by AMOS 22.0 with 300 questionnaires, and the Structural Equation Model (SEM) was used for examining the hypotheses as statistical method in this study. As a result, eating-out types such as “food-exploratory” and “convenience-seeking” were found to significantly affect the acceptance intention of artificial seasoning. However, consumers’ acceptance intention of artificial seasoning differed depending on their consumption value. The path coefficients from food-exploratory type and health-oriented type to acceptance intention were more significant in the hedonic-oriented group than the utilitarian-oriented group. The results of this study suggest eating-out types relate to acceptance intention of artificial seasoning and provide meaningful implications for consumers’ psychological consumption value when they consider artificial seasoning.

본 연구는 Rogers의 혁신확산이론에 근거하여, 혁신의 특성인 상대적 이익, 적합성, 시험가능성, 관찰가능성, 복잡성 등이 스마트기기 활용 수업의 수용의도에 미치는 영향과, 이와 관련하여 개인 혁신성은 어떤 조절효과를 보이는지 살펴보았다. 편의표집에 의해 서울․경기권 및 강원도 지역의 5개 대학을 선정하고 2017년도 2학기에 이 대학들의 교수학습지원(개발)센터에서 주관한 스마트 기기 활용 교수법 특강에 참여한 교수. 강사를 대상으로 설문지를 배부하였다. Rogers의 5개 특성 과 수용의도, 개인 혁신성 측정을 위한 척도를 구성하고 확인적 요인분석과 Cronbach’s Alpha 계 수로 측정도구의 타당도와 신뢰도를 검증하였다. 배경변인을 통제하고 5개 변인이 혁신의 수용의 도에 미치는 영향관계를 보기위해 위계적 회귀분석을 하였으며 조절효과를 검증하기 위해 개인 혁신성을 조절변인으로 하는 위계적 조절 회귀분석을 실시하였다. 연구 결과 상대적 이익과 적합 성, 복잡성은 수용의도에 유의한 영향을 미치는 것으로 나타났으나 관찰가능성과 시험가능성은 통 계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 1단계 가설에서 기각된 관찰가능성과 시험 가능성을 제외하고 개인 혁신성의 조절효과를 분석한 결과 상대적 이익과 복잡성에서만 개인 혁 신성이 조절효과를 보이는 것으로 나타났다.