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. Secon...
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.
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.
성과모호성(performance ambiguity)이란 기술 및 기술서비스를 통한 업무처리가 사용자가 만족할 수 있을지 여부를 합리적 수준의 확신을 가지고 결정할 수 없는 경우를 말한다. 성과 모호성은 기술준비도 중의 하나의 요인인 불안감(Insecurity)과는 다른 개념이다.
기술수용과 관련하여 마케팅 차원에서의 필요는 특히 소비자의 불만족에 대한 이해를 높여야 하는 이유는?
기술수용과 관련하여 마케팅 차원에서의 필요는 특히 소비자의 불만족에 대한 이해를 높이는 것이다. 그래야만 만족을 높일 수 있는 방안에 대한 확실한 대책을 수립할 수 있을 것이기 때문이다. 이러한 차원에서 TRAM모델은 기술 관련 긍정적 측면 뿐 아니고 부정적 측면을 고려한다는 측면에서 기술수용모델 보다 더 긴요한 모델이라 할 수 있다.
기술수용 관련 제시된 기술수용모델의 장점은?
기술수용 관련 제시된 기술수용모델(TAM)은 모델이 간명하고 이론적 기반이 탄탄할 뿐 아니라 모델의 변동과 확장이 용이하여 정보기술 수용 관련 다양한 현상에 대한 설명을 가능하게 해 준다는 점에서 큰 호응을 얻어온 것이 사실이다. 기술수용모델은 합리적 행동이론, 기대확산이론, 자기효능감이론 등 복합적 이론에 기반하고 있으면서도, 삭제나 교체, 첨가가 가능할 정도로 개별 이론들이 독립성을 갖는다는 점이 강점으로 손꼽히고 있다(Yoo & Park, 2010).
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