모바일 상거래 환경에서의 기술수용모델 영향요인 분석 = Application of the Technology Acceptance Model to Mobile Commerce Context

다국어 초록 (Multilingual Abstract)

The key interest of this study is not only to propose ubiquitous connectivity and contextual offer as the unique characteristic of mobile commerce environments but also to test if the addition of the two unique characteristic significantly improves the Technology Acceptance Model fit compared with previous simple TAM. Empirical results indicate that the addition of the two components(ubiquitous connectivity and contextual offer) improves the model fit in explaining mobile commerce adoption. Also, ubiquitous connectivity and contextual offer are positively related to the perceived usefulness and especially, contextual offer has a significant positive effect on adoption intention of mobile commerce directly. And subjective mobile internet knowledge is significantly related to perceived ease of use and innovativeness, social influence are significantly related to perceived usefulness. Based on these empirical results, this study suggests managerial implications for new marketing strategies, focusing on the context-based marketing communication

국문 초록 (Abstract)

본 연구에서는 모바일 상거래 환경의 독특한 특성으로 유비쿼터스 접속성과 상황기반 제공성을 제시하고, 이러한 모바일만의 특성변수를 반영한 기술수용모델이 기존의 기술수용모델보다 모바일 상거래 수용의도에 대한 설명력을 높이는지 여부를 검증하였다. 실증분석 결과 유비쿼터스 접속성과 상황기반 제공성이 새롭게 포함된 기술수용모델이 유의한 모델 적합도의 향상을 가져온다는 것을 확인하였다. 또한, 유비쿼터스 접속성과 상황기반 제공성이 지각된 유용성에 미치는 유의한 영향도 확인되었으며, 특히 상황기반 제공성은 모바일 상거래 수용의도에 직접적으로 영향을 미치는 것으로 나타났다. 모바일 인터넷관련 주관적 지식은 지각된 사용용이성에 유의한 영향을 미치고, 소비자 혁신성과 사회적 영향은 지각된 유용성에 유의한 영향을 미치느 것으로 나타났다. 실증결과를 바탕으로 하여 고객 커뮤니케이션 채녈의 통합전략 및 상황에 초점을 둔 효과적인 CRM전략에 관한 전략적 시사점을 제시하였다.

참고문헌 (Reference)

• 1 "지각된 위험과 지각된 품질이 모바일 상거래 수용에 미치는 영향에 관한 연구- 기술수용모델 적용을 중심으로-" 35 : 171-193, 2003
• 2 안재현, "위치기반 무선인터넷 정보의 가치평가 및 서비스 제공전략" 11 (11): 365-379, 2001
• 3 "웹의 상호작용 특성을 반영한 정보기술수용모형" 12 (12): 55-75, 2002
• 4 "소비자의 지식수준이 EC시장의 수용에 미치는 효과에 관한 이론 및 실증적 연구" 14 (14): 75-91, 1999
• 5 송창석, "소비자의 인터넷 쇼핑 이용의도 형성에 관한 연구:기술수용모델을 중심으로" 16 (16): 713-734, 2003
• 6 "사회적 영향이 정보시스템 수용에 미치는 영향:정보기술수용(Technology Acceptance Model)에서" 11 (11): 165-184, 2001
• 7 "모바일 인터넷의 사용에 영향을 미치는 중요 요인에 대한 실증적 연구" 12 (12): 89-113, 2002
• 8 "모바일 마케팅" SIGMA INSIGHT. 2002
• 9 "Wireless Commerce:Marketing Issues and Possibilites" IEEE Computer Society Press 2001
• 10 "Why We Buy What We Buy:A Theory of Consumption Values" 22 : 159-170, 1991
• 11 "Value-Added Services in Mobile Commerce: An Analytical Framework and Empirical Findings from a National Consumer Survey" IEEE Computer Society Press 2002
• 12 "User Acceptance of Computer Technology A Comparison of Two Theoretical Models" 35 (35): 982-1003, 1989
• 13 "Towards an understanding of the behavioural intention to use a web site" 20 : 197-208, 2000
• 14 "The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption" 1 : 2000
• 15 "The Moderation Effect of Prior Knowledge on the Cue Utilization Product Evaluations" 15 : 253-264, 1988
• 16 "The Internet Shopper" 52-58, 1999
• 17 "The Impact of Perceived Utilities, Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior" 5 (5): 1999
• 18 "Testing the Determinants of Microcomputer Usage Via A Structural Equation Model" 11 : 87-114, 1995
• 19 "Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988
• 20 "Situation-dependent services-a challenge for mobile network operators" Articles in Press(Uncorrected Proof). 2002
• 21 "Psychometric Theory" :McGraw-Hill. 1967
• 22 "Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology" 319-340, 1989
• 23 "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988
• 24 "Next to the Customer's Heart and Wallet Frameworks for Exploring the Emerging M-commerce Arena" http://ritim.cba.uri.edu/wp/ 2000
• 25 "Mobile digital technology:Emerging issues for marketing" 10 (10): 9-23, 2002
• 26 "Mobile E-commerce : Market Strategies" www.ovum.com/reports/mec.htm 2000
• 27 "Mobile Commerce : Promises, Challenges, and Rearch Agenda" 12 (12): 4-13, 2001
• 28 "M-commerce:Does 'streaming media' give you the screaming meemies?" 12-14, 2000
• 29 "M-Business : The Race to Mobility" McGraw-Hill Trade 2001
• 30 "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging" 12 (12): 27-55, 1990
• 31 "In-Home Shoppers: The Market for Innovative Distribution Systems" 55 (55): 15-33, 1979
• 32 "From wired to wireless:It's not too late to get involved in the m-commerce revolution" 2000
• 33 "From e-commerce to Euro commmerce" (2) : 30-38, 2000
• 34 "Familiarity and its Impact on Consumer Decision Biases and Heuristic" 8 : 223-230, 1981
• 35 "Extending the TAM for a World-Wide-Web Context" 38 : 217-230, 2001
• 36 "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 39-50, 1981
• 37 "Electronic Shoppers and Sonshoppers Among Videotex Users, Shopping Orientations, Videotex Usages and Demographics" 5 (5): 29-38, 1991
• 38 "Diffusion of Innovations" :The Free Press. 1983
• 39 "Contextual Marketing" 78 (78): 2000
• 40 "Consumer Intention to Utilize Electronic Shopping: The Fishbine Behavior Intention Model" 4 (4): 22-33, 1990
• 41 "Consumer Acceptance of Electronic Commerce:Integrating Trust and Risk with the Technology Acceptance Model" 7 (7): 101-134, 2003
• 42 "Computers and Other Interactive Technologies for the Home" 39 (39): 47-54, 1996
• 43 "Characteristics of Electronic Markets" 21. : 185-198, 1997
• 44 "Better Marketing at the Point of Purchase" 61 (61): 162-169, 1983
• 45 "An Investigation into the Social Context of Early Adoption Behavior" 19 (19): 477-486, 1992