Woong-Kyu Lee

An Analysis of the Relationships between the Technology Acceptance Model and Switching Costs

As the generalization of using computer and the internet, most people, who would decide the acceptance of new information technology (IT), may consider the current systems which have been used so far. The objective of this study was to analyze the relationships between technology acceptance model (TAM) and the switching costs which may incur during switching from the current system into another on. For this purpose, this study suggested the hypotheses, in which continuity cost and setup cost, two types of switching costs in IT adoption, would influence perceived usefulness and perceived ease of use respectively. Moreover, the moderation effects of system types, hedonic system and utilitarian system, on the relationships between switching costs and TAM, were also suggested as the hypotheses. In order to prove the validity of the hypotheses, two groups were surveyed. Before surveying, to the one group who were believed to be a user of `Cyworld`, a new blog service, Naver Blog, was introduced. Similarly, to another group, Google Docs was introduced. The analysis by Partial Least Square (PLS) approach showed that most hypotheses in this study were statistically supported.

The Factors Influencing Information Technology Non-Acceptance: Approach by Grounded Theory

Purpose: Traditionally, information technology acceptance have been considered one of the most important research issues. However non-acceptance, which was main objective of acceptance theories, have not been included in main research area by communities of information systems. This study is to identify the factors influencing non-acceptance of information technology and suggest a total research model for explaining the phenomena of non-acceptance. Design/methodology/approach: Grounded theory was adopted as a principal research method. which is an inductive technique of interpreting qualitative data about a social phenomenon to build theories about that phenomenon. Data were collected by depth interview and open question on potential non-adopters during 3 months. The collected data were coded by two main coding paradigm in ground theory, open coding and axis coding. Findings: Factors influencing non-acceptance, status quo, imitation, value evaluation, and concerning risk were extracted from open coding. These factors were integrated into system 1 thinking and system 2 thinking, which were from axis coding. More specifically, status quo and imitation are system 1 thinking which are more responsive and emotional thinking and value evaluation and concerning risk are system 2 thinking which are more rational and reasoning thinking.

The Influence of Group Characteristics on Effectiveness of Online Game : Focuses on MMOG

Group features such as group cohesion and consistency on appropriation(COA), which have been constructed through social interactions, should be noted for characterizing online game, especially, clan based massively multi-players online game (MMOG). This study attempted to identify the relationship between group characteristics and users` effectiveness of MMOG considering group experience. For this purpose, a research model was suggested: group cohesion and COA are variables for explaining group features, perceived use control is a variable for individual competency of playing MMOG, and perceived winning and perceived enjoyment are dependent variables. Moreover, group experience was included as a moderating variables for two relationships, group cohesion-preceived winning and COA-perceived winning. For the validation of this research model, 100 users for Sudden Attack which is one of very well known MMOG games were surveyed by questionnaires. Before survey, they were grouped into 10 teams and were played over ten times by team for perceiving group consciousness. In result, most hypotheses were statistically supported except the relationship between group cohesion and perceived winning.