The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effects of Perceived Attributes on the Purchase Intention of Smart-Phone

스마트폰에 대한 지각특성이 스마트폰 채택의도에 미치는 영향

  • Received : 2010.08.03
  • Accepted : 2010.09.08
  • Published : 2010.09.28
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Abstract

In this paper we investigate the factors influencing the purchase intention of Smart-Phone which was introduced recently. Smart-Phone is a new information technology that converges PDA into a mobile phone. It has a various functions such as phone, information processing, Internet search etc. New information technology like Smart-Phone gives us a very important and interesting research issue, which is to find and prove the factors influencing the purchase intention. We try to find and prove the factors influencing the purchase intention of Smart-Phone by expanding Technology Acceptance Model. We include the perceived playfulness to the research model in order to analyze the factors. This empirical paper proves that the perceived usefulness, the perceived ease-of-use, and the perceived playfulness give positive effects to the purchase intention. In addition, this paper indicates some managerial implications that various and useful applications and the easy user interface can help to increase the degree of user acceptance.

스마트폰은 휴대폰과 PDA의 결합으로 볼 수 있는 정보기술로서 전화, 단순한 정보처리, 인터넷 검색 등 다양한 기능을 가지고 있다. 스마트폰처럼 새로운 정보기술이 등장하는 경우, 이의 사용에 영향을 주는 요인을 찾는 것은 제품 제조업체와 서비스 제공 사업자 및 서비스 연구자에게 있어 매우 중요하며 흥미로운 주제이다. 본 논문에서는 최근 등장한 스마트폰의 사용자 채택의도에 영향을 미치는 요인을 규명한다. 이를 위해 정보기술의 수용 및 사용 형태를 설명하는데 매우 유용한 모형으로 알려진 기술수용모형에 기반을 두고 여기에 지각된 유희성을 추가하여 기술수용모형을 확장하고 실증적으로 분석한다. 설계한 연구모형은 구조방정식모형을 사용하여 검증한다. 검증결과는 스마트폰의 채택의도에 지각된 유용성과 지각된 용이성은 물론 지각된 유희성도 유의한 영향을 미치는 것을 보여 주고 있다. 이는 다양하고 유용한 애플리케이션과 사용이 쉬운 인터페이스를 제공하고 이를 통해 사용자에게 즐거움을 주는 것이 스마트폰의 채택의도를 높인다는 것을 암시한다.

Keywords

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