브랜드앱(Branded App)의 사용의도에 영향을 미치는 요인에 관한 연구

• 영문명: An Investigation of Factors Affecting Consumer Intention to Use Branded App: Focused on Technology Acceptance Model(TAM)
• 발행기관: 한국IT서비스학회
• 저자명: 장성현(Sung hyun Jang) 이정기(Jung ki Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 51~76쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

As the smart phone devices gain popularity, companies no longer consider mobile application marketing as an auxiliary marketing tactic. The branded mobile application (branded app) becomes an important part of marketing strategies. This study is an attempt to investigate antecedents of the use intention of the branded app from the perspective of TAM (Technology Acceptance Model). This study takes a macro perspective in explaining the adoption process by incorporating a set of new, yet promising additional variables into the TAM model such as flow experience, benefits, innovation inclination, and customization features. Data were collected by using a survey research. A total of 270 responses were collected. Questionnaires from 25 individuals were removed from the data set due to the insincere responses, leaving the final sample size of 245. Findings support all but one hypotheses of the study. Both perceived utilitarian benefits and customization features of the branded app were found to have positive influences on the perceived usefulness of the branded app. Also, the innovation inclination and perceived entertainment of branded app users showed positive influences on the perceived ease of use of branded app. In addition, it was shown that the perceived usefulness about the use of the branded app influenced positively the flow experience and the users' attitudes toward branded app. Also, the ease of use perceived by branded app users had positive influences on the perceived usefulness and the user's attitude toward branded app. However, the ease of use of branded app did not have a significant influence on the flow experience among users. Moreover, the flow experience from the use of branded app users influenced positively the user's attitude toward branded app. Finally, the users' attitudes toward branded app had positive influences on their intention to use the branded app. Implications for practitioners and academicians are provided.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 연구가설

4. 연구방법

5. 실증분석

6. 결론

References

키워드

Branded App(Branded mobile Application) TAM(Technology Acceptance Model)