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A Study on the Emotional Value Perception and Post Adoption Behavior of Mobile Service

모바일 서비스의 감성적 가치인식과 후기수용행동 요인 연구

  • Received : 2012.09.17
  • Accepted : 2012.10.29
  • Published : 2012.11.30

Abstract

This study deals with the influencing factors for satisfaction and the emotional value perception of mobile voucher service user. Thus researcher examined a structural equation modeling methodology of the paths within word of mouth, satisfaction, and other exogenous variables (economic/rational value, trust, joyfulness, innovativeness). As a result of this study, First, it was confirmed that the emotional value, and innovativeness affected user's trust for coupon service and joyfulness for using mobile voucher. Second, it was confirmed that trust and joyfulness affected user's satisfaction and word of mouth activities. Therefore, in cases of utilizing the emotional appeal of mobile voucher as part of a marketing tool, corporate can maximize efficiency by using their mobile voucher service & event from the point of view of customer's satisfaction & voluntary word of mouth. Researcher's consideration is that this paper's theoretical and practical contribution point is the propose of the one of the post adoption model with the quantitative study of the mobile voucher service user's emotional perception in the initial development stages of high-tech industry.

Keywords

Emotional value;Post Acceptance Behavior;Post Adoption;Word of Mouth;Mobile Service

Acknowledgement

Supported by : 한국연구재단