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The Effect of Perceived Time on Intention to Use Mobile Service - Considering the moderating effect of Ubiquitous -

사용자가 인지한 시간이 모바일 서비스 이용의도에 미치는 영향 - 유비쿼터스 특성의 조절효과를 고려하여 -

  • Received : 2009.04.27
  • Accepted : 2009.08.08
  • Published : 2009.09.01

Abstract

Modern persons should do many activities during limited time. In such situation, people feel time pressure because they think that time is short. Time pressure affects negatively several factors such as satisfaction and intention to use through perceived time cost. Ubiquity, an mobile service's characteristic in which users can use desired information or services in anywhere and anytime, would let users feel free from time pressure. This study examines the relationship between perceived time and intention to use and the moderating effect of ubiquity. We performed a survey for users of DMB service, a representative mobile service. Using Partial Least Square, we tested hypotheses. The results suggest that time pressure influences positively perceived time cost and that perceived time cost affects negatively satisfaction but not enjoyment. And the results show that there are the significant positive relationships between enjoyment and intention to use and between satisfaction and intention to use. Finally, the moderating effects of ubiquity on the relationships between perceived time cost and enjoyment and between perceived time cost and satisfaction was found to be positive and significant. We suggests implications basing on the results.

Keywords

Time Pressure;Ubiquitous;Intention to Use;Mobile Service;DMB

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