PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations.METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0.RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did.CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each.
This research aims to comprehensively examine the economic and social effects by analyzing the perception of disaster relief funds for provincial residents focusing on Chungbuk. As a result of the study, it was found that the policy effectiveness of the disaster relief funds had a direct influence on the effectiveness of disaster relief funds, policy satisfaction, and policy attitude. In particular, it was found that the overall policy effectiveness and economic effectiveness were affected by the perception of the effectiveness of disaster relief funds. However, social effectiveness was found to be relatively affected by policy satisfaction. Considering the analysis results, it is interpreted that the point of attention in determining the policy effectiveness is affected by the possibility and effectiveness of policy means. And, it is judged that the perception of social effectiveness, which is a factor in judging the subjective area, is highly related to policy satisfaction, which is distinguished from the achievement of policy goals. Therefore, detailed content design of disaster relief funds is necessary by considering not only economic effectiveness but also social value and policy satisfaction management such as community recovery and government trust.
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