모바일 어플리케이션 수용요인 = 지각된 위험요인과 Two-Sided 네트워크 효과를 중심으로

다국어 초록 (Multilingual Abstract)

We suggested new extended Technology Acceptance Model(TAM) and test various theoretical research hypotheses relating to mobile application. This study examined the acceptance factors of mobile applications focused on external variables such as the perceived risk and two-side network effects, the characteristics of mobile media, user innovation and social influence. The proposed model was empirically tested using data collected from a survey of mobile application users. The results of hypothesis testing are as follows. First, the characteristics of mobile media positively influence perceived ease of use and usefulness of mobile application users. Second, perceived risk negatively influences on perceived usefulness and value attitude of mobile application users. Third, two-sided network effects negatively influence on perceived purchase risk. Fourth, perceived purchase risk was negatively influenced by social influence. The results of study will provide practical implications on the mobile application

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경과 선행연구
• Ⅲ. 연구설계
• Ⅳ. 실증 분석
• Ⅴ. 결론
• 참고문헌