The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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An Empirical Study on the Factors Influencing Acceptance of Convergence Services: Focusing on Telematics Service

컨버전스 서비스 수용에 관한 실증분석: 텔레매틱스 서비스를 중심으로

  • Kim, Donghee (Business school, Seoul National University) ;
  • Kim, Dayoung (Johnson Graduate School of Management, Cornell University) ;
  • Oh, Jungsuk (Business school, Seoul National University)
  • Received : 2013.10.04
  • Accepted : 2013.11.14
  • Published : 2013.11.30
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Abstract

Convergence service, which is a combination of various services, is becoming more important. Among the many examples of convergence service, this study aims to analyze telematics service. By dividing Telematics service into information services and entertainment services, it was empirically proved that the relationship between each dimensions of TAM (perceived ease of use, perceived usefulness, purchase intention) and each service satisfaction, price, design factor. According to the result of structure equation model, service satisfaction and design factor have a significant effect on perceived ease of use, but not on perceived usefulness. It means that the perceived ease of use factor should be emphasized, because of service characteristics that are used during driving.

다양한 서비스들의 조합인 컨버전스 서비스의 중요성이 날로 커지고 있다. 본 연구는 컨버전스 서비스 사례 중 하나인 텔레매틱스 서비스를 정보서비스, 엔터테인먼트 서비스로 분류하고 이들의 만족도와 디자인, 가격 요인이 기술수용 모형의 요인인 인지된 용이성, 인지된 유용성 및 구매의도와 어떤 관계를 이루는지를 실증하였다. 구조방정식을 통해 요인들간의 경로를 분석한 결과 서비스의 만족, 디자인 요소가 인지된 유용성에는 유의한 영향을 미치지 못하고, 인지된 용이성에만 영향을 미치는 것으로 나타났다. 이는 운전 중에 사용하는 텔레매틱스 서비스 특징상 고객들이 이용하기에 쉬운 것이 강조되어야 함을 의미한다.

Keywords

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