모바일 IPTV 서비스의 지속적인 이용의도에 대한 영향요인

• 영문명: Influencing Factors of Continuous Use Intention of Mobile IPTV Service
• 발행기관: 한국IT서비스학회
• 저자명: 김효석(Hyoseok Kim) 김상훈(Sanghoon Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제16권 제4호, 99~120쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.12.31

영문 초록

As smartphones and tablets are drastically spreading, mobile IPTV service becomes very important emerging issue in addition to existing DMB broadcasting, and the consumption of personalized multimedia services is increasing in the mobile Internet environment. While the previous research focuses on influencing factors of the initial acceptance intention of the mobile IPTV Service, this study intends to find the factors that affect continuous use intention of the mobile IPTV service which has become one of core services in the mobile environment. The research model and the hypotheses of this study could be derived on the basis of four referent theories (that is, mobile service quality model (MOBISQUAL), post acceptance model (PAM), expectation confirmation theory (ECT) and extended technology acceptance model (ETAM)). In order to empirically test the hypotheses, the field survey was conducted for 278 respondents. Twelve ones of fifteen hypotheses were found to be statistically significantly adopted from the results of structural equation model analyses using Smart PLS 3.0. The theoretical contribution of this study is to empirically investigate the factors that affect the continuous use intention of mobile IPTV service. And the practical contribution is to provide the implementation guidelines of managing the service quality to enhance the competitive power of mobile IPTV business.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 가설설정

4. 실증 분석

5. 연구 결과

6. 결 론

키워드

Mobile IPTV Service Mobile Services Quality(MOBISQUAL) Influencing Factors Continuous Use Intention