U-Market특징 수용이 재래시장 활성화 및 이용의도에 미치는 요인연구

Abstract

Since the opening of the distribution market and support for traditional markets in 2002, policies and laws have been revised to revitalize the depressed traditional markets. previous government supports to revitalize the traditional markets. Especially, the exchange of traditional markets in the traditional markets of the key points of modern physical facilities and redevelopment about mixed-mode, apartment & stores respectively. Though current paradigm of information technology environment (Ubiquitous) is built, government and local governments excluded or has a very low position on U-city. In this study, U-Market, including U-Market awareness, acceptance intention, conduct a empirical study by using Technology Acceptance Model (TAM) in Busan, South Korea traditional market. To achieve the research objectives, conduct a survey on traditional market support systems, proposed plan and discuss various literature and previous research with seller and the consumer. Various relationships between U-Market awareness and U-Market quality acceptance are analyzed as follows. First, U-Market information quality has a positive effect on the U-Market acceptance, it is verified. That is to say, U-Market users expect high-quality services and accurate information and a comfortable and modern environment than ever. Second, U-Market information quality positively influenced the revitalization factors of the traditional markets. It is easy to acquire information and to share the information between consumers and merchants respectively because U-services and Internet environments is widespread for brisk e-commerce activities. Third, U-Market acceptance, such as expectation of result and acceleration condition, positively influenced use intention. That is, expectation of result and acceleration condition expected that the performance conditions of the U-Market system depending on facilitate a user's operation, which the use is convenient to use. But, effort expectancy, social influence does not affect the use intention. It is due to users unfamiliar with the operation of the U-Market system. Forth, we demonstrated that revitalization factors of the traditional markets, such as overall facility improvement, customer-based on convenient facility improvement, management modernization, positively influenced use intention. The overall renovation, the expansion of facilities management and modernization in progress transformed the positive image about traditional markets than we expected. However, use intention is not influenced operation management and policies. We suggest that a systematic operation management and transparent policy management should be developed by using the U-Market system. U-Market information quality, acceptance, revitalization factors of the traditional markets and use intention were not significant different between the consumer and the seller. That means, both groups can be positively expected to have an effect on revitalization factors of the traditional markets and use intention. According to the above result, we argue that consistent policy enforcement and systematic promotion need to restore the revitalization of the traditional markets by using ubiquitous computing systems. and then, U-Market needs to consider an audience of citizens , intimacy and ease of use, and easy to use environment including anywhere, anytime in developing the system