모바일 인스턴트 메신저의 지속사용 의도와 구전 의도에 관한 연구 = 이원적 모형과 현상유지 편향 관점에서

다국어 초록 (Multilingual Abstract)

Given the rapid growth of smartphone and smartpad, a number of new end-user mobile applications, such as mobile instant messenger (MIM), mobile game, and mobile social networking service, have been developed, distributed, and adopted. Among them, MIM is considered as one of most popular and valuable applications; thus, it is important to understand users decision-making processes in the MIM environment. In this regard, this study develops a research model to deeply understand the key antecedents of continuance intention and recommendation intention about MIM by two current established research streams on information systems, namely dual model and status quo bias. From a dedication-based perspective, this paper identifies relative benefits and network externalities as the salient drivers of user satisfaction. Moreover, network externalities, learning and usage period are regarded as the key antecedents of perceived switching costs from a constraint-based view. The theoretical model was tested by using online survey data collected by 200 users who have experience with Kakaotalk. The analysis results show that user satisfaction and inertia play an important role in MIM user’s post-adoption behaviors, whereas perceived switching costs do not significantly related to these post-adoption behaviors. It was found that both relative benefits and network externalities serve as the antecedents of user satisfaction in the MIM environment. Moreover, network externalities and learning play a key role in enhancing perceived switching costs. The theoretical and policy implications of the findings are described.

참고문헌 (Reference)

1 문태성, "이동통신 서비스 지속사용 결정요인에 관한 연구: 자의 기반 메커니즘과 구속 기반 메커니즘의 이원적 모형 기반으로" 한국경영학회 39 (39): 1095-1120, 2010

2 조동혁, "모바일 메신저 서비스의 지각된 가치, 사용-확산 그리고 충성도 간의 관계에 대한 연구" 한국지능정보시스템학회 17 (17): 193-212, 2011

3 김병수, "디지털 아이템 구매에 관한 연구 : 지속 사용과 아이템에 대한 신념의 영향" 국제e-비즈니스학회 12 (12): 3-22, 2011

4 윤성준, "네트워크에 기반한 구전효과와 충성도: 시뮬레이션 기법의 활용" 국제e-비즈니스학회 12 (12): 385-410, 2011

5 Jones, T. O., "Why satisfied customers defect" 73 (73): 88-99, 1995

6 Bhattacherjee, A., "Understanding information systems continuance：an expectation-confirmation model" 25 (25): 351-370, 2001

7 이호근, "Understanding dynamics between initial trust and usage intentions of mobile banking" BLACKWELL PUBLISHING 19 (19): 283-311, 200905

8 Deng, Z., "Understanding customer satisfaction and loyalty： An empirical study of mobile instant messages in China" 30 (30): 289-300, 2010

9 Anderson, E. W., "The antecedents and consequences of customer satisfaction for firms" 12 (12): 125-143, 1993

10 Chin, W. W., "The Partial least Squares Approach to Structural Equation Modeling" 295-336, 1998

11 Katz, M. L., "Systems competition and network effects" 8 (8): 93-115, 1994

12 서동백, "Switching behavior of mobile users: do users' relational investments and demographics matter?" PALGRAVE MACMILLAN LTD 15 (15): 269-276, 200606

13 Samuelson, W., "Status quo bias in decision making" 1 : 7-59, 1988

14 Polites, G. L., "Shackled to the status quo：the inhibiting effects of incumbent system habit, switching costs, and inertia of new system acceptance" 36 (36): 21-42, 2012

15 Chea, S., "Post-adoption behaviors of e-service customers：the interplay of cognition and emotion" 12 (12): 29-56, 2008

16 Davis, F. D., "Perceived usefulness, easy of use, and the user acceptance of information technology" 13 (13): 319-340, 1989

17 Lou, H., "Perceived critical mass effect on groupware acceptance" 9 (9): 91-103, 2000

18 손재열, "OUT OF DEDICATION OR CONSTRAINT? A DUAL MODEL OF POST-ADOPTION PHENOMENA AND ITS EMPIRICAL TEST IN THE CONTEXT OF ONLINE SERVICES" 33 (33): 49-70, 200903

19 Bawa, K., "Modelling inertia and variety seeking tendencies in brand choice behaviour" 9 (9): 263-278, 1990

20 Chen, P. Y., "Measuring Switching Costs and the Determinants of Customer Retention in Internet Enabled Businesses：A Study of the Online Brokerage Industry" 13 (13): 255-274, 2002

21 Wulf, K. D., "Investments in consumer relationship s：a cross-country and cross-industry exploration" 65 (65): 33-50, 2001

22 Karahanna, E., "Information technology adoption across tim e：a cross-sectional comparison of pre-adoption and post-adoption beliefs" 23 (23): 183-213, 1999

23 김희웅, "INVESTIGATING USER RESISTANCE TO INFORMATION SYSTEMS IMPLEMENTATION: A STATUS QUO BIAS PERSPECTIVE" 33 (33): 567-582, 200909

24 Chang, S. C., "Factors affecting user's online shopping behavior：Integrating the constraint-based and dedication-based relationship perspectives" 5 (5): 370-382, 2011

25 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

26 Rogers, E. M., "Diffusion of Innovations 5th edition" The Free Press 2003

27 Bendapudi, N., "Customers motivations for maintaining relationships with service providers" 73 (73): 15-37, 1997

28 Gerpott, T. J., "Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market" 25 (25): 249-269, 2001

29 Ahn, J. H., "Customer churn analysis：churn determinants and mediation effects of partial defection in the Korean mobile telecommunications service industry" 30 (30): 552-568, 2006

30 Burnham, T. A., "Consumer Switching Costs：A Typology, Antecedents, and Consequences" 31 (31): 109-126, 2003

31 Wixom, B. H., "An empirical investigation of the factors affecting data warehousing success" 25 (25): 17-41, 2001

32 Venkatesh, V., "A theoretical extension of the technology acceptance model： four longitudinal field studies" 4 (4): 186-204, 2000

33 Oliver, R. L., "A Cognitive model of the antecedents and consequence of satisfaction decisions" 17 (17): 460-469, 1980