NFC Usage Factors at Exhibitions

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
Kyung Hee University, Republic of Korea
hhj0922@khu.ac.kr; nhchung@khu.ac.kr; helmetgu@khu.ac.kr; klee@khu.ac.kr
http://www.strc.khu.ac.kr

CONTENTS
1. Introduction
2. Theoretical Background
3. Research model and Hypotheses
4. Research Methodology
5. Data Analysis and Results
6. Conclusions

1. Introduction
• NFC (Near Field Communication)
“a set of short-range wireless technologies”

1. Introduction
• NFC (Near Field Communication)
“a set of short-range wireless technologies”
(http://trixarena.net/nfc-near-field-communication-works/)

1. Introduction
The examples of NFC in the tourism industry
(http://www.jejuworldwide.com)
(http://www.nfcworld.com)
(http://www.kbench.com/?q=node/118855)

1. Introduction
(http://www.nfcworld.com)
The examples of NFC in the tourism industry
Exhibition attendees can access smart tags with their NFC-enabled
smartphones in exhibition places, and then acquire information or
experience services inserted in NFC tags.

1. Introduction
• Utilization of NFC in the tourism arena is deeply related to the vitality
of the new technology.
• It is important to examine NFC actual usage by the exhibition
attendees and its determinants.
Expectation-Confirmation Model (ECM) by Bhattacherjee (2001)Expectation-Confirmation Model (ECM) by Bhattacherjee (2001)
 Explain user’s continuous acceptance of information
system using the framework.
Confirmation
(evaluation)
Continuance
intention
 Post-expectation
(user’s beliefs),
 Satisfaction

1. Introduction
Internal
Factor
External
Factor
Self-Efficacy
Organizational
Support
• Internal and external factors inspire visitors to adopt a new
technology such as NFC (Ajzen 2002; Kim & Kankanhalli, 2009).
• how well a user can handle the technology
• as an important factor related to IT
(e.g., Chen et al., 2010; Kim & Kankanhalli, 2009).
• the use of an unfamiliar technology to users
requires learning and guidance to better
understand its utilization (Kim & Kankanhalli, 2009)
However, previous studies on NFC have focused only on technical
understanding, development and behavioral intention (e.g., Chen & Chang,
2013; Egger, 2013; López-de-Ipiña et al., 2007; Luarn & Juo, 2010).
Based on the lacking number of actual cases and studies of applying NFC
in exhibition sector, the study on the identification of NFC actual use is
necessary.

1. Introduction
(1) identify the critical internal and external factors influencing on
NFC user’s actual use in the context of exhibition
(2) examine how those factors influence visitor’s perceived
confirmation, NFC quality, NFC satisfaction, planned behavior
and NFC actual use
Research Objectives

2.Theoretical Background
 To understand consumer’s subsequent behavior in the various contexts
(Bhattacherjee, 2001; Chen et al., 2010; Hossain & Quaddus, 2012).
 Consumers formed expectation of a particular product or service and then they
perceived performance when using it.
Expectation-Confirmation Theory (ECT) by Oliver (1980)
Figure 1. ECT Framework
However, ECT ignored changes in consumer expectation after
using the product or service.

 Apply ECT to the use of information system.
 Combined with Technology Acceptance Model and ECT.
 Focus on post-acceptance variables.
 Post-expectation such as perceived belief was replaced with pre-expectation because
its definition is consistent with one of the expectations in ECT.
Expectation-confirmation model (ECM) by Bhattacherjee (2001)
Post
Expectation
Post
Performance
Figure 2. ECM Framework

Expectation-confirmation model (ECM) by Bhattacherjee (2001)
Technolo
gy
USER
Satisfaction
Continuously use
or Stop
Confirmation
Post-
expectation
Perceived Belief
(Usefulness)
Continuance
Experience
This model has been widely used in technology acceptance research (e.g., Chen et al.,
2010; Chen et al., 2013) and also, applied to tourism area (e.g., Casaló et al., 2010; Li &
Liu, 2014).

 Internal and external factors are influencing on user’s actual usage
(Ajzen 2002; Kim & Kankanhalli, 2009).
NFCExhibition
visitors
Internal factor
External factor
Self-Efficacy
Organizational
Support
 Self-efficacy: the confidence of being able to use the new technology
 Organizational support: the exhibition organizers’ assistance to
understand the new technology
Internal and External factors

H7
Self-
Efficacy
Confirmation
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H1
H2
H5 H8
H3
H4
H6
Evaluation Phase Post-expectation Phase Continuous Experience Phase
3. Research model and
Hypotheses
Figure 3. Research model

H8
H3
H4
H1
H2
H7
Self-
Efficacy
Confirmation
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H5
H6
Hypotheses
 Self-efficacy is a user’s confidence in his own ability to accept the new situation or
new technology (Bandura, 1995; Kim & Kankanhalli, 2009).
 Some researchers pay attention to the link between self-efficacy and confirmation
(performance) (e.g., Chen et al., 2010).
H1: Self-efficacy has a positive effect on confirmation.
Confirmation 
(Perceived performance > Pre-expectation)
More
confidence
Self-
efficacy
(Chen et al., 2010)

H8
H3
H4
H1
H2
H7
Self-
Efficacy
Confirmation
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H5
H6
Hypotheses
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) .
The level of confirmation organizational support 

H8
H3
H4
H1
H2
H7
Self-
Efficacy
Confirmation
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H5
H6
Hypotheses
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
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H5
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
NFC
Satisfaction
Organizational
Support
NFC
Quality
Planned
Behavior
NFC
Actual Use
H5
Hypotheses
H8: Planned behavior has a positive effect on NFC actual use.
NFC actual use Planned behavior 

4.1 Instrument development
• We modeled the higher-order construct for actual use, as the function of
two formative dimensions; touch frequency and usage time.
• The touch frequency and usage time of NFC were derived from a real log
file.
Constructs From Scale
Self-efficacy (3 items)
Kim & Kankanhalli (2009)
7-poing Likert scale
Organizational support (3 items)
Confirmation (3 items)
Bhattacherjee (2001)
Satisfaction (4 items)
NFC quality (5 items) Lee & Chung (2009)
Planned behavior (2 items) Self-deveolped
NFC actual use
Touch frequency
real log file from organizer
Usage time
the gap time between initial touch
and final touch time

☞ Venue: Osong Train station in Cheongwon-gun,
Chungcheongbuk-do, Republic of Korea
☞ Period: May 3 – 26, 2013 (09:00 – 18:00)
☞ 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.

Figure 4. Snapshot of NFC use
NFC tagNFC tag

Figure 5. Snapshot of NFC services
NFC tags
•Recommend popular exhibition halls and surrounding attractions
•Exchange business cards
•Offer discount coupons for products, exhibition information catalogues, and an
exhibition map

387 questionnaires
Data
Collection
• Period: May 17 to 21, 2013
• Sample: the visitors who used NFC in the exhibition
• Each staff handed out a flyer about introduction and usage of
NFC at the entrance of the exhibition.
• After several hours, visitors answered the self-administered
questionnaire at the exit.
• In Total, 614 respondents participated and 227 of them were
eliminated due to inconsistent responses or questionnaires
without visitor’s ID.

Characteristics n % Characteristics n %
Gender
Male 144 37.2
Occupation
Worker 175 45.2
Female 243 62.8 Professional 89 23.0
Age
Under 20 3 0.8 Self-employed 23 5.9
20~29 97 25.1 Homemaker 68 17.6
30~39 148 38.2 Others 32 8.3
40~49 111 28.7
Monthly
Income
Less than 1 million won* 11 2.8
50~59 20 5.2 1~1.9 million won 88 22.7
Over 60 6 1.6 2~2.9 million won 119 30.7
None 2 0.5 3~3.9 million won 63 16.3
Educatio
n
Middle and high
school
80 20.7 4~4.9 million won 51 13.2
2 year college 107 27.6 5~6.9 million won 22 5.7
University 159 41.1 7~9.9 million won 14 3.6
Graduate school 39 10.1 Over 10 million won 10 2.6
None 2 0.5 None 9 2.3
Total 387 100.0 Total 387 100.0
4.2 Data collection
Table 1. Demographic information of respondents

Note. a)
Composite Reliability, b)
average variance extracted
Constructs Variables
Standardiz
ed
loadings
C.R.a)
AVE b)
α
Self
-efficacy
Based on my own knowledge, skills and abilities, using NFC
would be easy for me.
0.908
0.942 0.845 0.908I am able to use NFC without the help of others. 0.944
I am able to change to use NFC reasonably well on my own. 0.905
Organization
support
The Expo provides me guidance on how to use NFC. 0.922
0.952 0.869 0.924
The Expo provides the necessary help and resources to enable
me to use NFC.
0.950
I am given the necessary support and assistance to use NFC by
the Expo.
0.924
Confirmation
My experience with using NFC was better than what I expected. 0.915
0.950 0.865 0.921
The service level provided by NFC was better than what I
expected.
0.940
Overall, most of my expectations from using NFC were
confirmed.
0.935
NFC
Quality
NFC is easy to access. 0.906
0.957 0.816 0.943
NFC is reliable. 0.922
The connection speed to NFC is fast. 0.904
The screen configuration in NFC is simple and easy to see. 0.913
The NFC provides me with helpful information of the exhibition. 0.870
Table 2. Descriptive statistics of constructs
5.1 Measurement Model
(continued)

Constructs Variables
Standardiz
ed
loadings
C.R.a)
AVE b)
α
NFC
Satisfaction
I felt very satisfied about my overall experience of NFC use. 0.938
0.964 0.869 0.950
I felt very pleased about my overall experience of NFC use. 0.944
I felt very contented about my overall experience of NFC use. 0.936
I felt absoulutely delighted about my overall experience of NFC
use.
0.911
Planned
Behavior
I adopt information as initially planned in this exhibition. 0.927
0.921 0.854 0.829
I could watch this exhibition according to the schedule. 0.921
NFC
Actual Use
Total frequency of NFC touch 0.677
0.794 0.665 -
NFC Usage time 0.933
Table 2. Descriptive statistics of constructs
Note. a)
Composite Reliability, b)
average variance extracted

Table 3. Correlations among constructs
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
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
(3) Confirmation 5.099 1.084 0.526**
0.505**
0.930
(4) NFC quality 5.157 1.020 0.533**
0.407**
0.597**
0.903
(5) NFC satisfaction 5.024 1.070 0.534**
0.466**
0.831**
0.580**
0.932
(6) Planned behavior 4.380 1.097 0.359**
0.223**
0.357**
0.484**
0.345**
0.924
NFC
Actual use
Touch
Frequency
25.73 10.178 -
Usage timea)
2:09:21 1:21:11 -

0.152**
Self-
Efficacy
Confirmation
R2
=0.332
NFC
Satisfaction
R2
=0.705
Organizational
Support
NFC
Quality
R2
=0.358
Planned
Behavior
R2
=0.241
NFC
Actual Use
R2
=0.023
0.350***
0.292 ***
0.130***
0.598***
0.755***
0.098*
0.428***
*
p<0.10, **
p<0.05, ***
p<0.001
Figure 6. Results of SEM analysis
5.2 Structural Model

5.2 Structural Model
Table 4. Standardized Structural Estimates and Hypotheses tests.
Hypothesis Path Estimates t-value Results
H1 Self-efficacy → Confirmation 0.350 5.704 Supported
H2
Organizational
support
→ Confirmation 0.292 4.609 Supported
H3 Confirmation → NFC quality 0.598 15.123 Supported
H4 Confirmation → NFC satisfaction 0.755 21.956 Supported
H5 NFC quality → NFC satisfaction 0.130 3.678 Supported
H6 NFC quality → Planned behavior 0.428 6.779 Supported
H7 NFC satisfaction → Planned behavior 0.098 1.841 Supported
H8 Planned behavior → NFC actual use 0.152 2.563 Supported

6. Conclusions
– 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) .

6. Conclusions
– NFC developers and exhibition organizers should try to meet visitor’s needs
related to NFC.
Confirmation positively affected NFC actual use via NFC quality, NFC satisfaction, and
planed behavior (H3, H4, H5, H6, H7, and H8) .
H1
H2
H3
H4
H5
H6
H7
H8

6. Conclusions
– 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).

6. Conclusions
– This study used the data in only one exhibition, which limits generalization.
⇒ More research should be conducted about NFC in the context of tourism.
– For better understanding NFC actual use, future study should be applied to
other factors, such as technical factors, social influence, affective factors and
visitor’s personality.
Limitation

Thank you
Q & A

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