모바일 인터넷 서비스 성과의 품질요인 = Quality Factors of Mobile Internet Service Performance

다국어 초록 (Multilingual Abstract)

This study is to identify quality factors having influence upon mobile internet service performance theoretically, derive the research model and the hypotheses concerning the cause and effect relationship between these factors and service performance and then analyze them empirically. In order to enhance the model"s explanation power, trust and cognitive engagement as interviewing variables are included in the model.
The theoretical background of this study was brought from relevant literature in the areas of the theory of reasoned action(TRA), technology acceptance model(TAM), product selection model, cognitive absorption theory and etc. The research model and hypotheses were statistically investigated and analysed through convergent and discriminant validity test, reliability test, and path analyses by means of statistical packages SPSS(12.0) and LISREL(8.72). Forthese empirical analyses, data were collected through the field survey of 373 users who were willing to continuously use the mobile internet services. Based on the results of the analyses, theoretical and practical significance and future study direction were suggested.
The results of this study will be helpful to giving a guideline to companies such as mobile telecom, mobile contents provider and mobile handset manufactures when they have to establish the mobile Internet service marketing strategies.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경
• 3. 연구모형 및 가설설정
• 4. 연구조사방법 및 가설검정
• 5. 결론
• 참고문헌
• 저자소개

참고문헌 (Reference)

1 구동모, "혁신기술수용모델(TAM)을 응용한 인터넷쇼핑행동 고찰" 한국경영정보학회 13 (13): 141-170, 2003

2 이성민, "전자상거래 쇼핑몰 고객만족과 타인추천, 재방문의지에 관한 실증분석" 국제e-비즈니스학회 7 (7): 393-413, 2006

3 조대연, "인터넷과 모바일 상거래에서의 신뢰와 TAM 결합모델의 비교에 관한 연구" 308-313, 2006

4 김계수, "인터넷 포털 사이트의 서비스품질전략에 관한 연구" 한국경영학회 31 (31): 9-209, 2002

5 정상훈, "인터넷 쇼핑몰의 서비스 품질요인이 관계품질과 재구매의도에 미치는 영향에 관한 연구" 전북대학교 정보과학대학원 2003

6 이수형, "인터넷 쇼핑몰 사용자의 몰입(flow)이 고객행동에 미치는 영향에 관한 연구" 경기대학교 대학원 2004

7 이태민, "유비쿼터스 접속성과 상황기반 제공성이 모바일 상거래 수용의도에 미치는 영향에 관한 연구 - 기술수용모델 적용을 중심으로 -" 한국경영학회 33 (33): 1043-1071, 2004

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