스마트폰의 지속적 사용 결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

Most of the previous studies on smartphone have aimed to expand the causal models based on TAM in the initial acceptance process of smartphone and verify them, which means the studies on early acceptance have been done a lot so far, while the studies on the post-acceptance behavior have relatively been ignored. As smartphones have been already adopted by increasing users and are now being repurchased, even repeatedly purchased, it is vastly crucial to identify the continuance acceptance and diffusion behavior at the post-acceptance level. Especially, in that products like smartphone feature convenient portable size and real-time processing communication and therefore contribute to spreading SNS which necessarily provides smooth interaction among users, swift diffusion behavior after acceptance is needed.
In this respect, focusing on technology acceptance factors(ease of use and usefulness) and considering the characteristics of smartphone users, this study defined personal characteristics(innovativeness and social influence) and service quality of smartphone(outcome ana interaction quality) as antecedents and satisfaction of smartphone use and continuance use as outcome factors, which are mentioned as exterior factors in the TAM-based studies to verify the model. In addition, for the designed model to be a practically applicable strategy and policy, it could be more effective to examine the model separately by the OS, the most influential part in relation to smartphone. Consequently, from the findings about the effect of personal innovativeness, social influence, service quality, ease of use, and usefulness on satisfaction of users and continuance use, the effect of usefulness on users’ satisfaction was identified to be relatively greater than ease of use, and usefulness was affected more directly by social influence and outcome quality. The difference in the paths of this model by the OS reflected that the more satisfied the users of iOS-operated smartphone were, the higher the continuance use was shown to be. This study is meaningful in that it examines the post-acceptance continuance use and verifies the causal relationship based on TAM model by the operation system rather than simply analyzing the characteristics of early smartphone adopters.

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