모바일 커머스 수용 후 행동에 관한 연구

• 영문명: A Study on the Factors Affecting Mobile Commerce User Post-Adoptive Behavior
• 발행기관: 한국IT서비스학회
• 저자명: 조동혁 박종우
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제3호, 163~182쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.09.30

영문 초록

The spread of mobile commerce due to popularization of smartphones not only broke down the boundary between online and offline, but also changed the consumer life, and hence brought change of commerce paradigm that creates new demand. The success of innovative information technology such as mobile shopping can be defined as an individual accepting the technology and continuously using it, but the studies on the usage behavior after the acceptance have been done in very restrictively, despite its importance. In this study, in order to empirically investigate the factors that influence the continuance in mobile shopping usage experience and its causal relationship, Social Cognitive Theory and Habit Theory were applied to IS Continuance Model,and the extended IS Continuance Model was suggested and proved. As a result, the usefulness, enjoyment, and self-efficacy perceived in usage experience significantly influence satisfaction, and usefulness, self-efficacy, and satisfaction influence habit. Also, usefulness, self-efficacy, satisfaction, and habit significantly influence continuance intention. This study provides a valuable asset in providing an opportunity to understand the usage behavior of mobile shopping service users after the acceptance, and furthermore proving directionality in improving customer loyalty.

목차

1. 서 론

2. 이론적 배경

3. 연구 모델 및 가설

4. 실증 분석

5. 결 론

키워드

IS Continuance Model Perceived Usefulness Perceived Enjoyment Self-Efficacy Habit Uesr Satisfaction Continuance Intention Mobile Shopping