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Raul Moretti(라울 모레티) 한국관세학회 2012 관세학회지 Vol.13 No.1
In this study, the effects of technology readiness and consumer innovativeness on usage and satisfaction of smartphone users in Korea is examined. One unique facet of this research is to determine if consumer innovativeness and technology readiness are distinct constructs and how they affect the dependent variables. Structural modeling was used in the analysis and findings suggest that both consumer innovativeness and technology readiness are indeed independent constructs and have a significant impact on the dependent variables.
The Mediating Role of Perceived Product Benefits among Korean Smartphone Users
Raul Moretti(라울 모레티) 한국관세학회 2014 관세학회지 Vol.15 No.1
This study focuses on the mediating role of perceived benefits between technology readiness and consumer innovativeness as the independent variables and usage and satisfaction as the dependent variables among smart phone users in Korea. High levels of technology readiness among Korean consumer s are expected to find support for the effect of perceived benefits on consumer’s usage and levels of satisfaction of Korean smartphone users. A large sample size was surveyed across a number of demographic variables. Confirmatory factor analysis, path analysis and effect decomposition analyses are carried to determine direct and indirect effects of the mediating variable. Findings for the mediating effect of the benefits variable were all either partially or fully supported.