KCI등재
이동통신 서비스 이용자의 전환의도에 관한 연구 : 개인 혁신성에 따른 집단 간의 차이를 중심으로 = A Study on Switching Intention of Mobile Telecommunication Service User:Focused on Group Differences Based on Innovativeness
저자
발행기관
학술지명
권호사항
발행연도
2009
작성언어
-주제어
KDC
325
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
9-21(13쪽)
제공처
Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention.
For these purposes the author has developed several hypotheses as follows:
H-1. The switching cost of different MTS is associated with the attitude of MTS which is using.
H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using.
H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using.
H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using.
H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using.
H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using.
H-7. The switching cost of different MTS is associated with the switching intention.
H-8. The alternative's attractiveness of different MTS is associated with the switching intention.
H-9. The attitude of MTS is associated with the switching intention.
H-10. The subjective norm of MTS is associated with the switching intention.
H-11. The perceived behavior control of MTS is associated with the switching intention.
H-12. The personal innovativeness has been a moderating effects to switching intention.
Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0.
The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent.
The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.
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