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논문 기본 정보

자료유형
학술저널
저자정보
한준형 (Cooperative Department of Electronic Commerce, Dongguk University) 강성배 (Asia Research Institute, Dongguk University) 문태수 (Department of Information Management, Dongguk University)
저널정보
한국경영정보학회 Asia pacific journal of information systems Asia pacific journal of information systems 제23권 제4호
발행연도
2013.1
수록면
53 - 84 (32page)

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With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of
#Information Technology #Smart Phone #Perceived Value #Perceived Quality #Perceived Usefulness #Perceived Playfulness #Technicality #Perceived Cost #Security Risk #Innovativeness

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참고문헌 (101)

참고문헌 신청
Agarwal, R / 1998 / Early and Late Adopters of ITInnovations / Extensions to Innovation DiffusionTheory google schola Agarwal, R / 1998 / A Conceptualand Operational definition of Personal Innovativeness in the Domain of InformationTechnology / Information System Research 9(2):204~215 google schola Ahuja, M.K / 2005 / MovingBeyond Intentions and Toward the Theoryof Trying : Effects of Work Environmentand Gender on Post-Adoption InformationTechnology Use / MIS Quarterly 29(3):427~459 google schola Ajzen, I / 1980 / UnderstandingAttitudes and Predicting Social Behavior / Prentice-Hall, Inc, Upper Saddle Rive google schola Ajzen, I / 1985 / From Intentions to Actions: ATheory of Planned Behavior, in ActionControl: From Cognition to Behavior / Heidelberg :11~39 google schola

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