유비쿼터스 접속성과 상황기반 제공성이 모바일 상거래 수용의도에 미치는 영향에 관한 연구 = 기술수용모델 적용을 중심으로

국문 초록 (Abstract)

본 연구에서는 기존의 전자상거래 환경과 차별화되는 모바일 상거래 환경의 독특한 특성으로 유비쿼터스 접속성과 상황기반 제공성을 제시하고, 이러한 모바일만의 특성변수를 반영한 기술수용모델이 기존의 기술수용모델보다 모바일 상거래 수용의도에 대한 설명력을 높이는지 여부를 검증하였다. 실증분석 결과 기존의 기술수용모델만으로 모바일 상거래 수용의도를 설명하는 것보다는 모바일 상거래 환경의 독특한 특성인 유비쿼터스 접속성과 상황기반 제공성이 새롭게 포함된 기술수용모델이 유의한 모델 적합도의 향상을 가져온다는 것을 확인하였다. 또한, 유비쿼터스 접속성과 상황기반 제공성이 지각된 유용성에 미치는 유의한 영향도 확인되었으며, 특히 상황기반 제공성은 모바일 상거래 수용의도에 직접적으로 영향을 미치는 것으로 나타났다. 실증결과를 바탕으로 하여 고객 커뮤니케이션 채널의 통합전략 및 상황에 초점을 둔 효과적인 CRM 전략에 관한 전략적 시사점을 제시하였다.

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