모바일 커머스의 이용의도에 영향을 미치는 요인 = Factors Influencing on Behavior Intention for Mobile Commerce

다국어 초록 (Multilingual Abstract)

Mobile commerce is defined as any direct or indirect transaction conducted and facilitated through a wireless telecommunication network such as payment, ticketing, auction and mobile banking. Mobile commerce is becoming one of the major topics in information technology area and expected to get more than a billion users in 2008. Also, Barwise(2001) forecasts that mobile commerce will exceed electronic commerce. Therefore, there is urgent need to understand factors that affecting behavior intention for mobile commerce.
In mobile environment, customers can get any information they are searching for, wherever they are and whenever they want. Despite the importance of mobile commerce, there has been little academic study on the unique characteristics of mobile commerce environments. Furthermore, there are few studies that consider cost and compatibility.
In this study, our research model is developed based on TAM(Technology Acceptance Model) to investigate the user's technology acceptance process in mobile commerce environment. Derived from the TRA(Theory of Reasoned Action), TAM has been applied in the study of user adoption with different technologies, and has established as a reliable and robust model.
The factors, such as ubiquity, compatibility, perceived usefulness, perceived ease of use, cost, security, attitude and behavior intention for mobile commerce were selected from prior study in information systems area.
The data for empirical analysis of the research model which is presented in this study is collected online-questionnaire of 167 mobile commerce users in South Korea. Statistical analysis methods using EXCEL 2003, SPSS 15.0 and AMOS 7.0 include frequency analysis, reliability analysis, validity analysis, correlation analysis and covariance structure analysis. Confirmatory factor analysis was performed to examine the reliability and validity of the measurement model, and the structural equation model was used to evaluate the causal model.
The results of this study are as follows.
(1) Ubiquity had an significant influence on behavior intention for mobile commerce, whereas attitude did not.
(2) Compatibility had an significant influence on perceived ease of use and attitude.
(3) Perceived usefulness had an significant influence on attitude and behavior intention for mobile commerce.
(4) Perceived ease of use and cost had an insignificant influence on attitude.
(5) Security had an significant influence on attitude.
(6) Attitude had an significant influence on behavior intention for mobile commerce.
Results also support the applicability of TAM and its extension to examine behavior intention for mobile commerce. This study also validates the robustness of TAM to study emerging technologies.
The limitations can be summarized as follows.
(1) In this study, our research model does not include individual characteristics.
(2) It may be limited to generalize of the findings in this study because the sample of this study do not contain under twenties's answer rarely.

목차 (Table of Contents)

• Ⅰ. 서 론 = 1
• 1. 연구배경 및 연구의 목적 = 1
• 2. 연구방법 및 구성 = 3
• Ⅱ. 이론적 배경 = 5
• 1. 모바일 커머스의 개념적 정의 = 5
• 2. 모바일 커머스의 특징 = 7
• 3. 모바일 커머스 관련 현황 = 10
• 4. 기술 수용에 관한 주요 연구들 = 14
• 5. 기술수용모형(TAM)에 기반들 둔 연구들 = 18
• 6. 기술수용모형(TAM)에 기반을 둔 모바일 커머스 연구들 = 23
• Ⅲ. 연구모형 및 가설설정 = 27
• 1. 연구모형 = 27
• 2. 가설설정 = 29
• 2.1 편재성에 대한 가설 설정 = 29
• 2.2 적합성에 대한 가설 설정 = 30
• 2.3 지각된 유용성, 지각된 사용용이성에 대한 가설 설정 = 30
• 2.4 비용에 대한 가설 설정 = 31
• 2.5 보안성에 대한 가설 설정 = 32
• 2.6 태도, 모바일 커머스 이용의도에 대한 가설 설정 = 33
• 3. 연구변수에 대한 조작적 정의 및 측정 항목 = 35
• 3.1 편재성 = 35
• 3.2 적합성 = 35
• 3.3 지각된 유용성 = 36
• 3.4 지각된 사용용이성 = 37
• 3.5 비용 = 38
• 3.6 보안성 = 39
• 3.7 태도 = 40
• 3.8 모바일 커머스 이용의도 = 40
• Ⅳ. 가설검증 및 분석결과 = 42
• 1. 연구의 표본 및 조사방법 = 42
• 2. 측정항목의 신뢰성 및 타당성 분석 = 45
• 2.1 신뢰성 분석 = 45
• 2.2 타당성 분석 = 46
• 2.3 구조모형 및 적합도 분석 = 49
• 3. 가설 검증 = 51
• Ⅴ. 결 론 = 55
• 1. 연구의 요약 = 55
• 2. 연구의 시사점 = 57
• 3. 연구의 한계점 및 향후 연구과제 = 59
• 참고문헌 = 60
• 영문초록 = 66
• 설문지 = 68