Title Page
Abstract
Contents
Ⅰ. INTRODUCTION 13
1.1. Background of the Study 13
1.2. Statement of Problems 16
1.2. Purpose of the Study 22
1.3. Organization of the Thesis 23
Ⅱ. LITERATURE REVIEW 25
2.1. Technology Readiness (TR) 25
2.1.1. Positive Factors (innovativeness and optimism) 26
2.1.2. Negative Factors (insecurity and discomfort) 29
2.2. Technology Acceptance Model (TAM) 32
2.3. Technology Readiness and Acceptance Model (TRAM) 37
2.5. Continuance Intention 41
Ⅲ. RESEARCH METHOD 46
3.1. Proposed Model 46
3.2. Hypotheses Development 48
3.2.1. Influence of Technology Readiness on the Technology Acceptance Model 48
3.2.2. Influence of Perceived Ease of Use on Perceived Usefulness 52
3.2.3. Influence of Perceived Usefulness and Ease of Use on Continuous Intention to Use 53
3.3. Research Design 55
3.3.1. Data Collection 55
3.3.2. Measurement Items 58
3.3.3. Data Analysis Procedure 63
Ⅳ. RESULTS 65
4.1. Characteristics of Respondents 65
4.2. Measurement Model Assessment 68
4.3. Structural Equation Model 75
4.4. Hypotheses Summary 82
Ⅴ. DISCUSSION 85
5.1. Discussion of Findings 85
5.2. Implications 97
5.2.1. Theoretical Implications 97
5.2.2. Practical Implications 100
5.2.3. Limitations and Recommendations for Future Research 103
REFRERNCES 106
APPENDIX 125
초록 133
Table 3-1. Operational Definition 59
Table 3-2. Survey Items 60
Table 4-1. Summary of Demographic Characteristics of the Respondents 67
Table 4-2. CFA Model Fit Statistics 69
Table 4-3. Measurement Model Assessment 72
Table 4-4. Discriminant Validity 74
Table 4-5. Results of Hypothesis Tests 76
Table 4-6. Summary of Hypothesis Test Results 84
Figure 1-1. Organization of the Study 24
Figure 2-1. TRAM Model 40
Figure 3-1. Proposed Model 47
Figure 4-1. Visualization of Hypothesis Test Results 77