모바일 인터넷 서비스 사용 의도 영향요인 = Factors Influencing the Intention of UsingMobile Internet Service

다국어 초록 (Multilingual Abstract)

The purposes of this paper are to find out the factors affecting to the intention of using mobile internet service through the combination of technology acceptance model and flow theory. For this study, we make a research model based on the preceded papers about technology acceptance model and flow and analysis collected date from mobile internet service user.
In the research model, we adopt the perceived effectiveness, perceived usefulness, perceived ease of use, perceived relevancy, perceived cost, flow to antecedent variables effecting on user's intention of using mobile internet service and adopt the intention of using mobile internet service to consequence variable. The research model has been empirically examined using responses from 729 users of the mobile internet service.
The results of the data analysis generally support the research model adopting many hypotheses among the proposed hypotheses. We found significant influence of perceived factors on the intention of using mobile internet service. The main results are like as follows. First, perceived usefulness is a positive driving factor on intention of using mobile internet service. Second, perceived cost is a negative driving factor on intention of using mobile internet service. Third, the heightening of degree of flow lead to the increase of intention of using mobile internet service.

국문 초록 (Abstract)

본 연구에서는 모바일 인터넷 서비스 사용자를 대상으로 서비스 사용의도에 영향을 미치는 요인을 분석하기 위하여, 정보기술 분야의 여러 학자들에 의해 지지되고 확장되어온 기술수용모형(TAM: technology acceptance model)을 활용하여 서비스 활성화에 기여할 수 있는 요인들을 관찰하고 모바일 환경 하에서 소비자 행동의 개인 차이에 대한 설명력 있는 변수로 많이 다루어지고 있는 플로우(flow) 개념을 추가하여 모바일 인터넷 서비스 사용자 만족의 극대화를 도모할 수 있는 요인들을 검색하였다.
실증분석 결과는 다음과 같다. 첫째, 인지된 비용성이나 플로우 등과 같이 모델에 새로이 삽입된 변수들이 전통적인 기술수용모델의 변수들보다 행위 의도에 더 강력한 영향을 끼친다는 것을 발견하였다. 둘째, 적합성 요인은 직접적으로 모바일 인터넷 서비스 사용 의도와 영향 관계를 보이진 않았지만, 편의성이나 비용성에 영향을 미쳐 간접적으로 모바일 인터넷 서비스 사용 의도에 영향을 미치게 됨을 보여주고 있다. 셋째, 선행연구에서 주요 요인으로 검증되었던 인지된 유효성, 인지된 편의성, 인지된 유용성 등은 모바일 인터넷 서비스의 사용 의도에도 직접 혹은 간접적으로 큰 영향을 미치는 요인임이 검증되었다. 유효성과 편의성, 유용성은 사용의도에도 직접적으로 영향을 미치지만 다른 요인들의 간접적 영향 전달 요인의 역할도 수행하고 있다

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