A Study of Factors Affecting Mobile Widget-based Personalized Services

모바일 위젯기반 개인화 서비스의 영향 요인에 관한 연구

  • 이지은 (서강대학교 경영전문대학원) ;
  • 신민수 (한양대학교 경영대학) ;
  • 우정은 (한양대학교 일반대학원)
  • Received : 2010.01.14
  • Accepted : 2010.05.18
  • Published : 2010.06.30

Abstract

As digital convergence and mobile services evolve, personalization becomes one of the most important factors attracting customers. Personalization means functions offering individually customized services with relevant contents using information on individual preferences. This sort of personalized services has attracted great attention of a large part of online firms. One of representative services of such personalized services is a mobile widget service. In this study, we identified seven antecedents affecting the quality of personalized mobile widget services and empirically investigated which antecedent has a significant effect of the quality of personalized mobile widget services. In addition we carried out empirical investigation into the effect of the quality of personalized mobile widget service on user satisfaction and trust. As a result of this research, we revealed that seven variables including information services affected components of personalized services, and usefulness and perceived benefit as components of personalized services affected user trust and satisfaction for personalized services.

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