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Smart Service: Determinants Influencing Individual users' Intention to Adopt AppStore and the Moderating Effect of Value

스마트 서비스: 개인의 앱스토어 사용의도에 영향을 주는 요인과 가치의 조절효과

  • Received : 2010.06.26
  • Accepted : 2010.08.12
  • Published : 2010.09.30

Abstract

As knowledge-based society comes to the fore, sharing knowledge becomes a hot issue. Among various types of knowledge, a significance of software(applications) and contents is a huge in a current society. Moreover, along with appearance of smartphone, for instance iPhone, Application Store(also known as AppStore) utilized as a common gateway for sharing software and contents, brings a big interest for many users and developers. However, prior research to understand users' behavior on AppStore has been a scant. Therefore, the main purpose of this study is to investigate the impact of key smart service environmental factors on AppStore in order to empirically explain users' psychological feelings of intention to use AppStore. Based on a well-known technology adoption model, TAM, the study incorporates three main characteristics(user, society, and service) with six constructs(Innovation, Enjoyment, Subjective Norm, Information Level, Content variety, and Cost), influencing perceived usefulness, which then affects users' intention to use AppStore. Results provide evidence that support the tested hypotheses. The implications of the findings suggest a new theoretical work for future AppStore research and offers suggestions that the researchers and practitioners of AppStore should consider regarding the development of application and contents.

Keywords

AppStore;Technology Adoption;Value;Individual Characteristic;Social Characteristic;Service Characteristic

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