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오종철(Oh, Jong Chul),윤성준(Yoon, Sung Joon),우원(Wu, Yuen) 한국서비스경영학회 2010 서비스경영학회지 Vol.11 No.5
The mobile Internet service environment is changing more rapidly than ever before. It is characterized by intensifying domestic competition, service diversification, and more sophisticated and demanding customers who have greater expectations related to their ubiquitous Internet usage. Using of Mobile internet may also depend on their personality. We performed research on the relationship of personality and technology acceptance. In our study we combined the technology readiness index (TRI) and TAM into one model. Specifically, we measured the relation between TRIs personality trait dimensions-optimism, innovativeness, discomfort, and insecurity- and the cognitive dimensions of TAM. Data collected from 210 respondents in Korea were tested against the research model using the structural equation modelling approach. Analysis revealed that personality traits had the expected impact on user perceptions. The results indicate that TRAM substantially broadens the applicability and the explanatory power of either of the prior models and may be a better way to gauge technology adoption in situations where adoption is not mandated by organizational objectives. Further, theoretical and practical implications and future research directions are discussed.
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