ENTER 2015 Research Track Slide Number 1 Exhibition Attendees' Smart Technology Actual Usage : A Case of Near Field Communications Heejeong Han a , Namho Chung b , Chulmo Koo c , and Kyoung Jun Lee d Kyung Hee University, Republic of Korea [email protected]; [email protected]; [email protected]; [email protected]http://www.strc.khu.ac.kr
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Exhibition Attendees' Smart Technology Actual Usage: A Case of Near Field Communications
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ENTER 2015 Research Track Slide Number 1
Exhibition Attendees' Smart Technology Actual Usage
: A Case of Near Field Communications
Heejeong Hana, Namho Chungb, Chulmo Kooc, and Kyoung Jun Leed
H2: Organizational support has a positive effect on confirmation.
Organizational support is defined as the perceived assistance of exhibition organizers to make visitors easily adopt NFC in an exhibition (Kim & Kankanhalli, 2009).
In the context of adopting a new technology, learning and guidance are needed (Igbaria et al., 1996; Kim & Kankanhalli, 2009).
This organizational support to users improves their performance (Lee et al. 2010, Tzeng, 2011) .
H3: Confirmation has a positive effect on NFC quality.H4: Confirmation has a positive effect on NFC satisfaction.H5: NFC quality has a positive effect on NFC satisfaction.
The ECM supposes that users’ confirmation affects their beliefs and satisfaction to use information system. This affects the acceptance of the system (Bhattacherjee, 2001).
Visitors highly evaluate NFC quality and are satisfied with NFC in an exhibition because they are already confirmed.
Service quality enhances users’ satisfaction with information technology (Subramanian et al., 2014; Yang et al., 2005).
User’s satisfaction with experience and NFC quality are important factors in the context of information technology usage (Bhattacherjee, 2011; Chen et al., 2013; Lee & Chung, 2009).
This study identifies planned behavior as the degree that NFC enhances visitors’ action as previously arranged.
H7
H6
H8
H3
H4
H1
H2
Self-Efficacy
Confirmation
NFCSatisfaction
OrganizationalSupport
NFCQuality
Planned Behavior
NFCActual Use
H5
3. Research model and Hypotheses
H6: NFC quality has a positive effect on planned behavior.H7: NFC satisfaction has a positive effect on planned behavior.
NFC Quality Planned behavior
(Visitors will put their plan into practice using NFC)NFC satisfaction
• In this study, NFC actual use adapted from Davis (1989)’s system use is defined as the actual record among visitors (i.e., total frequency of touching NFC and total time of using NFC) and means continuous use of NFC.
• Planned action is a starting point for rational action and human takes the action as planned (Muñoz & Encinar, 2014).
H7
H6
H8
H3
H4
H1
H2
Self-Efficacy
Confirmation
NFCSatisfaction
OrganizationalSupport
NFCQuality
Planned Behavior
NFCActual Use
H5
3. Research model and Hypotheses
H8: Planned behavior has a positive effect on NFC actual use.
☞ about 300 local and international businesses related to cosmetics
and beauty products as well as 500 buyers participating
Cosmetics & Beauty Expo Osong Korea 2013
Various NFC tags and their management system were developed for this expo and about 1.000 NFC tags were installed in exhibition hall. NFC tags which be placed within the exhibition were issued and registered through the tag management system.
When the NFC tags are connected by smartphones without any applications, the visitors receive their unique ID.
Note. The diagonal elements in boldface in the “correlation of constructs” matrix are the square root of the average variance extracted (AVE), ** p<0.01, a) hour:minute:second
5.1 Measurement Model
Construct Mean S.D.Correlation of constructs
(1) (2) (3) (4) (5) (6)
(1) Self-efficacy 5.028 1.087 0.919
(2) Organization support 4.891 1.207 0.612** 0.932
– Personally, though visitors may handle NFC well, exhibition organizer’s assistance also are necessary so that users perceive its performance more than they expected.
– In order to increase the usage of a new technology, interested parties (i.e., DMOs, tourism applications developers, tourism marketers, and its associated organizations) should build experience centers or attempt promotions and provide assistances for tourists using NFC.
Self-efficacy and organizational support positively affected confirmation (H1 and H2) .
– This study attempted to empirically explain the actual usage of NFC in
tourism based on ECM with a real NFC log data that presented visitors’ use
time and touch frequencies.
– Our theoretical attempt is the start of a promising era for tourism industry.
Theoretical Implications
In line with this, this study tried to understand visitor’s actual NFC use with ECM.
Actual usage is directly linked with benefits from organizational investment, vitality and advance in technology (Bhattacherjee, 2001; Li & Liu, 2014).