사용자 유형에 따른 정보기술 행동 = The Impact of Adopter Type on IT Behavior

다국어 초록 (Multilingual Abstract)

Although the study in IT behavior field has recently increased, only few studies have focused on the moderating effect of adopter type on the post adoption behavior. The purpose of this study is to verify the post-adoption behavior depending on adopter types in the mobile Internet domains. This study proposed a postadoption model based on prior continuance model. This theoretical model was verified empirically by conducting web surveys and multigroup analysis. Based on the survey data, we classified users into continuer and discontinuer. This paper ends with theoretical and managerial implications of the study results, as well as limitations and future research directions.

국문 초록 (Abstract)

최근 들어, IT 행동과 관련된 연구가 진행되었음에도 불구하고 수용자의 유형에 따라 행동이 어떻게 달라지는지 파악한 연구는 거의 없다. 본 연구는 모바일 인터넷 서비스를 대상으로 수용자의 유형에 따라 수용 후 행동이 어떻게 달라지는지 검증하고자 한다. 이를 위해, 본 연구에서는 사용 지속 모델을 이용하였고, 이 모델을 기반으로 두 집단 간의 행동 차이를 검증하였다. 연구 결과, 두 집단 간의 IT 행동은 각각 다르게 나타났다. 본 연구의 결과는 이론적인 의의와 실용적인 의의 점을 제공하고 있다.

참고문헌 (Reference)

1 "모바일 인터넷 사용에 영향을 미치는 중요 요인에 대한 실증적 연구" 12 : 89-114, 2002.

2 "Wireless coupon program gets high marks from retailers, students, and college IT department" 160-161, 2002.

3 "User Acceptance of Computer Technology a Comparison of Two Theoretical Models" 35 : 982-1003, 1989.

4 "Understanding postadoption behavior in the context of online services" 9 : 362-379, 1998.

5 "Understanding information systems continuance: An expectation confirmation model" 25 : 351-370, 2001.

6 "Structural Equation Modeling in Practice" 103 : 411-423, 1988.

7 "Services Marketing: Integrating Customer Focus Across the Firm, 2nd ed." Irwin/McGrawHill 2000.

8 "Predicting the use of webbased information systems: selfefficacy, enjoyment, learning goal orientation, and the technology acceptance model" 59 : 431-449, 2003.

9 "Intrinsic and extrinsic motivation in Internet usage" 27 : 25-37, 1999.

10 "Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions" 25 : 54-67, 2000.

11 "Information Technology Adoption Across Time: A CrossSectional Comparison of PreAdoption and PostAdoption Beliefs" 23 : 183-213, 1999

12 "How User Perceptions Influence Software Use" 14 : 58-65, 1997.

13 "Extrinsic versus intrinsic motivations for consumers to shop online" 42 : 401-413, 2005.

14 "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace" 22 : 1111-1132, 1992.

15 "Emerging Trends in the WWW User Population" 39 : 106-108, 1996.

16 "Effects of price Brand and Price Information on Buyers' Product Evaluation Journal of Marketing Research" 28 : 307-319, 1991.

17 "Diffusion of Innovations, Fourth Edition ed." The Free Press 1995.

18 "Cognitive Effort, Affect, and Choice" 24 : 147-156, 1997.

19 "Acceptance of Internetbased learning medium: the role of extrinsic and intrinsic motivation" 42 : 1095-1104, 2005.

20 "A longitudinal investigation of personal computers in homes: adoption determinants and emerging challenges" 25 : 71-102, 2001.

21 "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies" 46 : 186-204, 2000

22 "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 : 460-469, 1980.