모바일 인터넷 서비스의 사용자 만족도와 재 구매에 관한 실증연구 = An Empirical study on the user satisfaction and Re-purchase for the Mobile Internet Service

다국어 초록 (Multilingual Abstract)

Recently, the extensive spread of the internet and mobile communication has satisfied people's new needs for accessing the internet without being restricted by space. And the internet connection through cellular phones has contributed to creating mobile internet, having benefits of the combination of the internet with mobile communication, to address their needs.
The purpose of this study was to examine what affected the satisfaction of consumers with mobile internet services after several relevant variables were selected and rearranged. The selected variables included the usefulness and convenience of Technology Acceptance Model(TAM), which impacted on behavioral attitude or behavioral intention. And the other selected variables were the entertainment and stability of mobile internet service models, and the user satisfaction and re-purchase intention of existing Internet shopping models. It's also intended to build a generalizable success factor model for mobile internet services in this study, and to find out the impact of user satisfaction on re-purchase factor, which was a determination of whether to keep accessing services or not.
In order to identify the impact of usefulness, convenience, entertainment and stability on customer satisfaction, an empirical analysis was conducted. The results of regression analyses showed that customer satisfaction was impacted by usefulness and stability in mobile internet services. Also, customer satisfaction had the impact on re-purchase of mobile internet services. The contribution of this study is to suggest a research model to combine TAM with mobile service model, and to provide an empirical evidence to facilitate the development of mobile internet services, and to help carriers come up with better strategies for customer satisfaction.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 연구 배경 = 1
• 제 2 절 연구 목적 및 범위 = 2
• 제 3 절 연구 방법 및 구성 = 3
• 제 2 장 선행연구 = 4
• 제 1 절 모바일 인터넷 서비스의 개념 및 특징 = 4
• 제 2 절 정보기술 수용 이론 = 6
• 제 3 절 모바일 인터넷 서비스 선행 연구 = 13
• 제 4 절 모바일 인터넷 서비스 고객 만족도 선행연구 = 21
• 제 5 절 사용자 만족과 재 구매 의도간의 관계 선행연구 = 25
• 제 3 장 연구모형 및 가설 = 27
• 제 1 절 연구모형설계 = 27
• 제 2 절 가설설정 = 28
• 제 4 장 연구의 설계 = 32
• 제 1 절 연구변수의 조작적 정의 = 32
• 제 2 절 자료 분석 방법 = 32
• 제 5 장 실증분석 = 35
• 제 1 절 표본특성 = 35
• 제 2 절 측정도구의 신뢰성 및 타당성 분석 = 38
• 제 3 절 가설 검정 = 40
• 제 4 절 시사점 = 42
• 제 6 장 결론 = 45
• 참 고 문 헌 = 46
• 설문지 = 51
• ABSTRACT = 55