스마트폰 사용의도 영향요인에 관한 연구 = A Study on the Factors Affected the Using Intention of Smart Phone

다국어 초록 (Multilingual Abstract)

The rapid spread of smart phone has changed the trend of daily life is going. The research on smart phone that play a key role in these changes are actively being made. But characteristics or behavioral research related with usage of smart phones is not enough in previous studies. And the studies on behavior after the acceptance of smart phone are not sufficient.
We try to find and prove the factors affected the using intention of smart phone and the difference of influence relation according to the operating system software by expanding Technology Acceptance Model. We added the perceived playfulness and perceived reliability in the research model in order to analyze the factors.
The hypothesis for the study are as follows.
H1: The perceived usefulness have a positive impact on the using intention of smart phones.
H2: The perceived ease-of-use have a positive impact on the using intention of smart phones.
H3: The perceived playfulness have a positive impact on the using intention of smart phones.
H4: The perceived reliability have a positive impact on the perceived playfulness.
H5: The perceived ease-of-use have a positive impact on the perceived usefulness.
H6: The perceived ease-of-use have a positive impact on the perceived playfulness.
H7: The relationship of cognitive factors and using intention has a difference depending on the adopted operating system software.
In order to collect data, a survey was collected with 213 users of smart phone. Most measurement items for the latent variables were adapted from previous studies and some are modified to fit the context of this research. They are measured with a five-point Likert scale. The method employed for data analysis was Structural Equation Modeling (SEM) and the software used for the analysis was AMOS ver. 18.
The convergent and discriminant validities for all factors were checked. The results of analysis showed that all factors have adequate convergent and discriminant validities. The reliabilities of all factors also reached the acceptable levels. The loadings of all items on their respective factors were also quite high. And path coefficients were examined for the structural model.
Smart phone users’ degree of perceived usefulness was found to have an impact on the using intention(β=.531, p=.001). There was also an effect of the perceived ease-of-use on using intention(β=.428, p=.001). And the perceived playfulness has a positive and potent impact on the using intention of smart phones(β=.532, p=.001). There was an effect of the perceived reliability on using intention of smart phones(β=.385, p=.001). And the perceived ease-of-use has a positive impact for each of the perceived usefulness and the perceived playfulness(usefulness -β=.583, p =.001; playfulness -β=.713, p=.001). Based upon the statistics above, all hypotheses were supported.
This empirical analysis proves that the perceived usefulness, the perceived ease-of-use, the perceived playfulness and perceived reliability give positive effects to the using intention. And the factor representing the difference of relationship by the operating system was found to be the perceived reliability.
The significance of these results means that user feels useful and fun by using smart phone. And this paper indicates some managerial implications that various and useful applications and the easy user interface can help to increase the degree of using intention.

국문 초록 (Abstract)

스마트폰이 빠르게 보급되면서 일상생활의 트렌드가 바뀌어 가고 있다. 이러한 변화의 핵심적 역할을 하고 있는 스마트폰에 대한 연구가 활발히 이루어지고 있지만, 기존의 연구들은 스마트폰 이용과 관련한 행태적 연구나 특성 연구는 미비하고 논의 또한 정책적, 기술적 차원에 집중되어 스마트폰 사용자의 특성을 밝히는 포괄적인 연구의 한계가 있고, 스마트폰의 수용 후 행동에 대한 연구는 부족한 실정이다. 따라서 이 연구에서는 스마트폰의 사용에 영향을 미치는 지각적 요인들의 영향력을 실증적으로 분석하고, 스마트폰에서 채택하고 있는 운영체제에 따른 영향력의 차이를 검증하고자 한다. 이 연구에서는 스마트폰 사용자의 사용의도에 영향을 미치는 요인을 분석하고, 이러한 영향관계가 스마트폰의 운영체제에 따라 차이가 있는지를 검증하고자 한다. 이를 위해 정보기술의 수용 및 사용 형태를 설명하는데 매우 유용한 모형으로 알려진 기술수용모델에 기반을 두고 여기에 인지된 유희성과 신뢰성을 추가하여 기술수용모델을 확장하고 실증적으로 분석한다. 설계한 연구모형은 구조방정식모형을 사용하여 검증한다. 검증결과는 스마트폰의 사용의도에 인지된 유용성․용이성․유희성․ 신뢰성이 모두 유의한 영향을 미치는 것을 나타났으며, 운영체제에 의해 영향관계의 차이를 보이는 요인은 신뢰성으로 판명되었다. 이러한 연구결과의 의미는 사용자가 스마트폰을 지속적으로 사용하고자 하는 의도를 유지하고 높이기 위해서는 쉬운 사용자 인터페이스와 유용하고 재미있는 어플리케이션을 개발하여 사용자가 스마트폰을 사용함으로서 유용성과 재미를 느낄 수 있어야 함을 뜻하는 것이다.

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