본 연구는 중국에서 모바일 TV 서비스에 대한 지속적 이용의도 형성에 비용이 미치는 영향관계를 살펴보는 것을 주목적으로 하였다. 이를 위해 기존의 기대-충족모델(ECM)을 기반으로 연구모형 및 가설을 제안하였으며, 모바일 TV 서비스 이용경험자 243명을 대상으로 수집된 자료에 대한 실증분석 결과는 다음과 같다. 첫째, 모바일 TV 이용자의 기대 일치는 지각된 즐거움과 만족에 긍정적인 영향을 미치는 반면 지각된 유용성에는 별다른 영향을 미치지 못하는 것으로 나타났다. 둘째, 지각된 비용은 지각된 유용성과 만족에 긍정적인 영향을 미치는 반면 지각된 즐거움에는 별다른 영향을 미치지 못하는 것으로 밝혀졌다. 마지막으로 지각된 유용성, 지각된 즐거움, 만족, 그리고 지속이용의도 간에는 모두 긍정적인 관계성이 존재하는 것으로 밝혀졌다. 본 가설검정 결과를 토대로 모바일 TV 분야의 연구자 및 실무자들에게 관리적 학문적 시사점을 제공하고자 하였다.
본 연구는 중국에서 모바일 TV 서비스에 대한 지속적 이용의도 형성에 비용이 미치는 영향관계를 살펴보는 것을 주목적으로 하였다. 이를 위해 기존의 기대-충족모델(ECM)을 기반으로 연구모형 및 가설을 제안하였으며, 모바일 TV 서비스 이용경험자 243명을 대상으로 수집된 자료에 대한 실증분석 결과는 다음과 같다. 첫째, 모바일 TV 이용자의 기대 일치는 지각된 즐거움과 만족에 긍정적인 영향을 미치는 반면 지각된 유용성에는 별다른 영향을 미치지 못하는 것으로 나타났다. 둘째, 지각된 비용은 지각된 유용성과 만족에 긍정적인 영향을 미치는 반면 지각된 즐거움에는 별다른 영향을 미치지 못하는 것으로 밝혀졌다. 마지막으로 지각된 유용성, 지각된 즐거움, 만족, 그리고 지속이용의도 간에는 모두 긍정적인 관계성이 존재하는 것으로 밝혀졌다. 본 가설검정 결과를 토대로 모바일 TV 분야의 연구자 및 실무자들에게 관리적 학문적 시사점을 제공하고자 하였다.
This study highlight the role of perceived cost on user's continuance intention to use mobile TV service in china. We proposed research model based on the expectation-confirmation model(ECM) and reclaim 243 questionnaires from experienced users in china. Above all, the analysis results support signi...
This study highlight the role of perceived cost on user's continuance intention to use mobile TV service in china. We proposed research model based on the expectation-confirmation model(ECM) and reclaim 243 questionnaires from experienced users in china. Above all, the analysis results support significant relationship perceived variables, satisfaction, and continuance intention of mobile TV. First, while expectation confirmation has positive influence on perceived playfulness and satisfaction, the effect on perceived usefulness is not significant. Second, perceived cost can significantly predict perceived usefulness and satisfaction, however, we found no evidence of a statistically significant influence on perceived playfulness. Third, perceived usefulness and perceived playfulness have a positive influence on satisfaction, and perceived usefulness, satisfaction, and perceived playfulness have a positive influence on continuance intention. This results provide implications from both theoretical and managerial perspectives and the limitations have been discussed for future research.
This study highlight the role of perceived cost on user's continuance intention to use mobile TV service in china. We proposed research model based on the expectation-confirmation model(ECM) and reclaim 243 questionnaires from experienced users in china. Above all, the analysis results support significant relationship perceived variables, satisfaction, and continuance intention of mobile TV. First, while expectation confirmation has positive influence on perceived playfulness and satisfaction, the effect on perceived usefulness is not significant. Second, perceived cost can significantly predict perceived usefulness and satisfaction, however, we found no evidence of a statistically significant influence on perceived playfulness. Third, perceived usefulness and perceived playfulness have a positive influence on satisfaction, and perceived usefulness, satisfaction, and perceived playfulness have a positive influence on continuance intention. This results provide implications from both theoretical and managerial perspectives and the limitations have been discussed for future research.
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문제 정의
The purpose of this study is to develop a extent model based upon the ECM to explain what factors, especially the effect of cost, determine consumer’s continuous use intention of mobile TV.
가설 설정
The results show H7, H8, H9, H10, H11 are supported, which confirm that perceived usefulness and perceived playfulness have a significant direct effect on continuance intention of mobile TV, and also show a direct influence on continuous through satisfaction. H10 reveals satisfaction has a significant effects on continuous use intention of mobile TV.
This means that users’ expectation confirmation an important determinant of playful experience and satisfaction of mobile TV. H5, although the result also shows the usage cost has not significant influence on perceived playfulness, the effects of appropriate usage cost on perceived usefulness and satisfaction are supported(H4, H6). The result reveals that appropriate cost is essential factor of usefulness and satisfaction in using mobile TV.
제안 방법
In order to assess the post adoption behavior of mobile TV users and clarify the influencing factors of user’s continued usage intention, all research variables are defined as follows in [Table 1]. Deriving from existing literature, although each variable demonstrates appropriate validity and reliability, it is also modified and supplemented so as to fit the actual state of mobile TV in this study. All of the constructs used in our study are followed by a seven point scale anchored by ‘1 = very low’ to ‘7 = very high’ likert-scales.
For theoretical perspective, this research employed ECM as theoretical foundation to empirically demonstrate the determinants which affecting the continuous intention of mobile TV. The results indicated the positive effect of usage cost on user’s satisfaction and continuous intention.
In this study, the ECM model is chosen as the foundation of our developed model to evaluate the consumers’ continuance intention on the mobile TV services.
Moreover, a confirmatory factor analysis was conducted with related data in order to acquire evidence of convergent and discriminant validity. Convergent validity is demonstrated when item loading exceeded the acceptable value of 0.
The model argued four key elements: confirmation, perceived usefulness, satisfaction and users’ continuance intention.
We evaluated composite reliability (CR≥0.7)) and the average variance extracted (AVE≥0.5) to measure internal consistency of the measurement model.
대상 데이터
In order to test the model issued in this study, we collected data from customers who used mobile TV service in China from March to April of 2013. We chose the participants from Shanghai, Wuhan, Shijiazhuang and Zhengzhou which cities are like to represent the level of mobile service of China.
성능/효과
As revealed in the results of analysis, usage cost has indirectly positive influence on user’s continuous intention through perceived usefulness and satisfaction, which was in accordance on prior literature [1]. Besides the significant effect of cost, confirmation also indicated a indirect influence on continued usage intention of mobile TV though perceived playfulness and satisfaction. In addition, perceived usefulness, perceived playfulness and satisfaction is confirmed as direct predictors of continuous intention of mobile TV use.
The research assessed that consumer’s continuance intention is influenced by the satisfaction and perceived usefulness directly.
The result reveals that appropriate cost is essential factor of usefulness and satisfaction in using mobile TV. The results show H7, H8, H9, H10, H11 are supported, which confirm that perceived usefulness and perceived playfulness have a significant direct effect on continuance intention of mobile TV, and also show a direct influence on continuous through satisfaction. H10 reveals satisfaction has a significant effects on continuous use intention of mobile TV.
후속연구
Then we will validate and discuss the research model according to the results from the statistical data. Finally, the implication, limitations and some directions of this paper will be indicated for the future research.
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