모바일 서비스 고객선호도에 관한 실증연구 = An Experimental Examination of Customer Preferences on Mobile Interfaces

다국어 초록 (Multilingual Abstract)

Designing mobile interfaces is fundamentally different from designing online interfaces. Not only are there differences in underlying technologies, but also in the way people use mobile interfaces. If these differences are not taken into account in designing mobile interfaces, mobile services are likely to fail. If mobile services do not deliver what people want, these services will fail no matter how excellent the underlying technology is. The user interface design commonly used in mobile services is based on multi-layered approach, which is not very user-friendly. A well designed single layered user interface will be more user friendly than the conventional one and it will be having edge over others. However, it is quite difficult to provide a single layered user interface in a small screen.
This study aims at examining how design attributes of mobile interfaces affect customer preferences. In order to explore customer preferences to each design attribute of mobile interfaces, we measure and analyze customer’s WTP (Willingness To Pay) toward their different interface designs. Ultimately, throughout the study, we try to answer how to design mobile interfaces in small screen of mobile devices. In addition, we propose an optimal design solution that customers likely prefer.

참고문헌 (Reference)

1 "Why the WTA-WTP disparity matters" 28 : 323-335, 1999

2 "Segmenting Markets with Conjoint Analysis Journal of Marketing" 20-31, 1991

3 Hair, J.K, "Multivariate data analysis" Prentice Hall Inc 1999

4 "Measuring Consumers’ Willingness to Pay at the Point of Purchase" 228-241, 2002

5 "Market Segmentation and Willingness to Pay for Organic Products in Spain" 3 : 207-226, 2000

6 "Estimating Willingness to Pay from Survey Data : An Alternative Pre-Test-Market Evaluation Procedure Journal of Marketing Research" 24 : 389-395, 1987

7 "Disparate WTA-WTP Disparities：The Influence of Human Versus Natural Causes" 12 : 219-232, 1998

8 "Determinants of the magnitude of willingness to accept relative to willingness to pay" 14 : 87-105, 2001

9 "Conjoint Analysis in Marketing : New Developments with Implications for Research and Practice Journal of Marketing" 54 : 3-19, 1990

10 "Conjoint Analysis in Consumer Research：Issues and Outlook Journal of Consumer Research" 5 : 103-123, 1978

11 "Commercial Use of Conjoint Analysis: An Update Journal of Marketing" 53 : 81-86, 1989