스마트기기를 활용한 전자책 수용에 영향을 미치는 요인에 관한 연구 :(A) Study on the Factors Affecting the Adoption of E-books using Smart Devices

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자료유형: 학위논문

저자정보: 윤미선 (국민대학교, 國民大學敎 비즈니스IT專門大學院)

지도교수: 안현철

발행연도: 2014

저작권: 국민대학교 논문은 저작권에 의해 보호받습니다.

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2014

스마트기기에서 제공되는 전자책 서비스 수용의 영향 요인에 관한 연구

윤미선 , 전병국 , 안현철 한국경영학회 융합학술대회 2014.08 학술대회자료

스마트기기를 활용한 전자책 수용에 영향을 미치는 요인에 관한 연구

윤미선 2014.01 학위논문

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최근에 스마트폰과 태블릿PC 등 스마트기기 사용자들의 전자책 이용이 급증함에 따라 해외에서는 아마존과 구글이 전자출판 시장을 장악하고 있고 국내에서는 리디북스, 교보문고, 인터파크 등의 유통 회사들과 KT,SKT, NHN, 신세계 등의 기업들이 전자책 시장에 활발히 참여하고 있다. 하지만 여전히 전자책 활용이 대중화 단계에 이르지는 못하고 있는 실정이며, 이에 따라 학계에서는 사용자의 전자책 수용에 어떤 요인들이 영향을 미치는지에 대한 연구가 활발히 이루어지고 있다.
본 연구는 스마트기기를 활용한 전자책 수용에 영향을 미치는 요인을 검증하여 국내 전자책 시장 활성화에 기여하고자 기술수용모델(TAM)을 바탕으로 지각된 유용성, 지각된 사용 편의성, 지각된 즐거움이 전자책 사용의도에 영향을 미치는가를 가설로 제시하였다. 선행 변수로는 사용자 특성인 스마트기기의 유희성, 개인의 혁신성, 사회적 영향을 제시하였다. 요인분석을 통해 제시한 요인들의 신뢰성과 타당성을 확보하고 PLS 분석을 통해 각 변수간의 미치는 영향을 검증하였다. 분석 결과 모든 변수가 직. 간접적으로 전자책 사용의도에 유의미한 영향을 미치는 것으로 나타나 전자책 활성화를 위해서는 전자책 사용이 즐겁고 유용하다는 점을 사용자에게 부각시키고 개인이 속한 집단이나 지인들이 평가하는 전자책의 사용 편의성을 강조하여 전자책에 대한 사용의지를 이끌어 내도록 해야 한다는 점을 도출할 수 있다. 그리고 스마트기기의 유희성이 전자책 사용의도에 직접적인 영향을 미치며 전자책 사용에 즐거움을 느끼는데 유의미한 영향을 미치는 결과를 통해 스마트기기 사용자의 욕구 충족을 위한 다양한 콘텐츠를 활성화시켜야 한다는 방안을 도출해 낼 수 있다.

The number of people using e-books has rapidly increased in recent times. It seems that prior to their using e-books, they were already familiar with such smart-devices as smart-phones and tablet PCs. As a result, such global companies as Amazon.com and Google have dominated the e-book market abroad, while such distribution companies as RidiBooks, Kyobo Book Centre and InterPark together with such large companies as KT, SKT, NHN and Shinsegae have actively participated in the local e-book market. However, the level of utilization for e-books has not reached the stage of popularization yet. As a result, the academic world has actively focused on the factors influencing the user''s acceptance of e-books.
Throughout this study, I suggested various hypotheses to find out whether such factors as the perceived usefulness, the perceived ease of use and the perceived enjoyment would have any kind of influence on the intention to use e-books based on the TAM (Technology Acceptance Model). I tried to make a contribution to the process of activating the local e-book market by verifying the factors affecting the acceptance of e-books based on the utilization of smart devices. Also, as antecedent variables, I suggested such user''s characteristics as the playfulness, the personal innovativeness and the social influence of smart devices. I secured credibility and validity for the factors suggested through the factor analysis, while verifying the influence among the subject variables through the PLS analysis. According to the results of the analysis, it was found that all the variables had a significant influence on the intention to use e-books either directly or indirectly. For the purpose of activating e-books, it is necessary to remind the potential users of the enjoyment and the usefulness of e-books. Also, it is required to emphasize the convenience related to the use of e-books, which can be evaluated by others in the same group or friends, in order to induce people''s intention to use e-books. Since the playfulness of smart-devices directly influences people''s intention to use e-books and has a significant influence on the process of making them feel enjoyable about e-books, it is necessary to establish a way to activate various contents in order to satisfy the desires shown by the users of smart-devices.

제 1 장 서 론 ······················································································01
1.1 연구의 배경 ································································································01
1.2 연구의 목적 ································································································05
1.3 연구의 구성 ································································································06
제 2 장 이론적 배경 ·················································································07
2.1 스마트기기
2.1.1 스마트기기의 개념·············································································07
2.1.2 스마트기기 이용현황 ·········································································10
2.2 전자책
2.2.1 전자책의 개념과 특성 ·······································································16
2.2.2 전자책 이용현황 ·················································································17
2.2.3 전자책 선행연구 ·················································································21
2.3 IT기술수용 이론 ·························································································23
제 3 장 가설설정과 연구모형 ····························································27
3.1 전자책에 대한 사용자 지각요인
3.1.1 지각된 유용성 (Perceived Usefulness) ········································29
3.1.2 지각된 사용 편의성 (Perceived Ease of Use) ···························29
3.1.3 지각된 즐거움 (Perceived Enjoyment) ·········································30
3.2 스마트기기에 대한 사용자 특성요인
3.2.1 사회적 영향 (Social Influence) ······················································31
3.2.2 개인의 혁신성 (Personal Innovativeness) ···································32
3.2.3 유희성 (Playfulness) ·········································································33
제 4 장 자료수집 및 실증분석 ····························································34
4.1 연구대상 및 자료수집················································································34
4.2 신뢰성 및 타당성 분석 ··············································································38
4.3 연구모형 분석 ····························································································42
제 5 장 결 론 ······················································································45
5.1 연구 요약 및 시사점··················································································45
5.2 연구의 한계 및 향후 연구방향 ······························································47
참고문헌 ······································································································48
ABSTRACT ······························································································53
[부록] 설문지 ····························································································55

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