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A Comparative Study on Factors Affecting Intergenerational Smartphone Use: Focusing on the New Silver Generation and the Net Generation

세대간 스마트폰 사용에 영향을 미치는 요인에 관한 비교·연구: 뉴실버 세대와 넷 세대를 중심으로

  • Received : 2014.01.16
  • Accepted : 2014.10.29
  • Published : 2014.12.30

Abstract

The introduction of smartphone caused the most revolutionary change in the domestic telecommunications market after the digital revolution. However, due to the saturation of the local market, it is expected to post negative growth in 2016 and the sales of national communication carriers is in stasis. Thus, the smartphone industry is starting to shift its marketing efforts to secure the silver generation who still has room for increase in the rate of smartphone usage. As the silver generation has physical limitations and differences in needs, the marketing strategy based on the smartphone utilization is not appropriate. This study suggests the new silver generation, who has high income level and similar characteristics to the younger generation, as the new customer segment for smartphone. We analyze the effects of the major variables of UTAUT on smartphone use, as well as examine how these relationships differ between the new silver and the net generation. We verified the hypotheses using a survey with 309 smartphone users. The research findings supported the hypotheses regarding the effects of performance expectancy, effort expectancy and facilitating conditions on smartphone use, but did not support the hypothesis on the effect of social influence. The result of the group comparisons showed that both generation have similar characteristics on innovativeness and cognitive absorption, but the moderating effect of age on performance expectancy, effort expectancy and use is stronger in conjunction with the new silver generation. The study results are expected to be used in establishing a marketing strategy for the new silver generation.

Keywords

Smartphone use;New Silver Generation;Net Generation;UTAUT;Innovativeness;Cognitive absorption

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