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전병호(Byoungho Jun),강병구(Byunggoo Kang) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.1
As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. The purpose of this study is to investigate the usage motivation and satisfaction of enterprise twitter based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media, information seeking, pleasure/entertainment, relationship, communication, and incentives were identified as usage motivations of enterprise twitter. According to the results, information seeking and incentives is not significantly related to the satisfaction, but other motivation factors(pleasure/entertainment, relationship, communication) were found to be significantly related to the satisfaction. Then satisfaction was found to be significantly related to the intention to word-of-mouth. This study contributes to provide the base of activation strategies and practical implications for twitter as a marketing tool.
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한필구(Pilkoo Han),박재석(Jaeseok Park),전병호(Byoungho Jun),강병구(Byunggoo Kang) 한국IT서비스학회 2010 한국IT서비스학회지 Vol.9 No.3
Mobile applications market has emerged as new business model. The purpose of this study is to analyze the factors of mobile applications adoption. Based on prior studies of TAM and mobile technology/service, service quality, user experience, OS compatibility, self-efficacy, innovativeness, perceived usefulness, perceived ease of use, and cost were identified as affecting factors of mobile applications adoption. According to the results, service quality is significantly related to the perceived usefulness, and self-efficacy and innovativeness are significantly related to the perceived ease of use. User experience was also found to be related to both the perceived usefulness and the perceived ease of use. In case of OS compatibility, it was found to be significantly related to the perceived ease of use, but not to the perceived usefulness. Both the perceived usefulness and the perceived ease of use were found to be related to the adoption of mobile applications. However, cost was not found to be significant to the relationship between the perceived usefulness/the perceived ease of use and the adoption of mobile applications. This study contributes to provide the base of activation strategies and practical implications for mobile applications.
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