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

Society for e-Business Studies (한국전자거래학회)
권호 표지
DOI QR코드

DOI QR Code

Determinants of User Perceived Value and Its Influence on the Usage of Smartphone-based Mobile Commerce : Focusing on Service Ubiquity and User Control

스마트폰 기반 모바일거래 이용의 지각된 이용자 가치와 이의 결정요인 : 서비스 편재성과 이용자 통제성을 중심으로

  • Choi, Sujeong (Free 21+ e-Service Team, Chonnam National University)
  • Received : 2013.10.05
  • Accepted : 2013.11.19
  • Published : 2013.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempts to identify user perceived value as a major predictor of the usage of smartphone-based mobile commerce(m-commerce). More specifically, the study conceptualizes user perceived value of smartphone-based m-commerce along three dimensions, such as temporal, functional, and economic values. Moreover, this study proposes service ubiquity and user control that are uniquely defining characteristics of smartphone-based m-commerce and examines how the two variables are associated with the creation of user perceived value. Using a total of 164 data collected on users of smartphone-based mcommerce, we conducted PLS analysis to test the proposed model and hypotheses. The key findings are as follows : First, it has been found that the usage of smartphone-based m-commerce is determined by the three values, such as temporal, functional, and economic values. Particularly, the results show that temporal value is the most influential variable in predicting m-commerce use. Second, the results demonstrate that service ubiquity has a significant positive effect on temporal value, whereas it has no effect on functional value. Finally, user control is positively associated with temporal and functional values. Overall, the results indicate that service ubiquity and user control considerably increase temporal value, thereby accelerating the use of smartphone-based m-commerce. Discussions and implications of the results are provided.

본 연구는 스마트폰 기반 모바일거래를 통해 이용자가 추구하는 핵심 가치가 무엇인지 파악하고, 이러한 가치가 이용행위에 미치는 효과를 검증한다. 구체적으로, 본 연구는 이용자의 지각된 가치를 시간적 가치, 기능적 가치, 경제적 가치의 세 가지 차원으로 개념화하고 모바일거래 이용에 미치는 개별적인 효과를 검증한다. 이와 더불어, 본 연구는 스마트폰 기반 모바일거래의 핵심특성으로 서비스 편재성과 이용자 통제성을 제시하고, 어떻게 이들 특성들이 이용자의 핵심 가치 창출과 관련되어 있는지를 규명하고자 한다. 스마트폰 기반 모바일거래 이용자를 대상으로 수집한 164개의 데이터를 가지고 PLS 분석을 한 결과는 다음과 같다. 첫째, 스마트폰 기반 모바일거래 이용은 시간적, 기능적, 경제적 가치들에 의해 결정되며 특히, 시간적 가치의 영향력이 가장 큰 것으로 나타났다. 둘째, 서비스 편재성은 시간적 가치에 유의적이지만 기능적 가치에는 비유의적인 것으로 나타났다. 마지막으로, 이용자 통제성은 시간적 가치 및 기능적 가치에 모두 영향을 미치는 것으로 나타났다. 종합적으로, 본 연구결과는 모바일거래의 이용이 시간적 가치에 의해 상당히 영향을 받으며, 시간적 가치는 서비스 편재성과 이용자 통제성에 의해 증가함을 제시한다.

Keywords

References

  1. Ajzen, I., "The Theory of Planned Behavior," Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, pp. 179-211, 1991. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Babin, B. J. and Darden, W. R., "Consumer Self-Regulation in a Retail Environment," Journal of Retailing, Vol. 71, No. 1, pp. 47-70, 1995. https://doi.org/10.1016/0022-4359(95)90012-8
  3. Babin, B. J., Darden, W. R., and Griffin, M., "Work and/or Fun : Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Vol. 20, March, pp. 644-656, 1994. https://doi.org/10.1086/209376
  4. Balasubramanian, S., Peterson, R. A., and Jarvenpaa, S. L., "Exploring the Implications of M-Commerce for Markets and Marketing," Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 348-361, 2002. https://doi.org/10.1177/009207002236910
  5. Bateson, J. E. G. and Hui, M. K., "Perceived Control as a Crucial Perceptual Dimension of the Service Experience : An Experimental Study," in Add Value to Your Service, C. F. Surprenant, (Ed.), Chicago : American Marketing Association, pp. 187-192, 1987.
  6. Bateson, J. E. G., "Self-Service Consumer : An Exploratory Study," Journal of Retailing, Vol. 61, No. 3, pp. 49-76, 1985.
  7. Bergadaa`, M. M., "The Role of Time in the Action of the Consumer," Journal of Consumer Research, Vol. 17, No. 3, pp. 289-302, 1990. https://doi.org/10.1086/208558
  8. Berry, L. L., Seiders, K., and Grewal, D., "Understanding Service Convenience," Journal of Marketing, Vol. 66, No. 3, pp. 1-17, 2002.
  9. Bobbit, L. M. and Dabholkar, P. A., "Integrating Attitudinal Theories to Understand and Predict Use of Tehcnologybased Self-Service," International Journal of Service Industry Management, Vol. 12, No. 5, pp. 423-450, 2001. https://doi.org/10.1108/EUM0000000006092
  10. Brady, M. K., Knight, G. A., Cronin, J. J., Hult, G. T., and Keillor, B. D., "Removing the Contextual Lens : A Multinational, Multi-setting Comparison of Service Evaluation Models," Journal of Retailing, Vol. 81, No. 3, pp. 215-230, 2005. https://doi.org/10.1016/j.jretai.2005.07.005
  11. Brown, S. A., Dennis, A. R., and Venkatesh, V., "Predicting Collaboration Technology Use : Integrating Technology Adoption and Collaboration Research," Journal of Management Information Systems, Vol. 27, No. 2, pp. 9-53, 2010. https://doi.org/10.2753/MIS0742-1222270201
  12. Childers, T. L., Carr, C. L., Peck, J., and Carson, S., "Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior," Journal of Retailing and Consumer Services, Vol. 77, No. 4, pp. 511-535, 2001.
  13. Chin, W., "Issues and Opinion on Structural Equation Modeling," MIS Quarterly, Vol. 22, No. 1, pp. 7-16, 1998.
  14. Choi, B. and Lee, J., "The Influence of Customer Readiness in Advance on Service Quality and Customer Value in Self-Service Technology : The Case of Online Shopping," Korean Management Review, Vol. 40, No. 5, pp. 1347-1373, 2011.
  15. Choi, S., "Examining Determinants of Social Network Service(SNS) Use Based on Smartphones : Focusing on Technical, Hedonic, and Social Characteristics," Journal of Information Technology Applications and Management, Vol. 19, No. 4, pp. 76-95, 2012.
  16. Collier, J. E. and Sherrell, D. L., "Examining the Influence of Control and Convenience in a Self-Service Setting," Journal of the Academy of Marketing Science, Vol. 38, pp. 490-509, 2010. https://doi.org/10.1007/s11747-009-0179-4
  17. Dabholkar, P. A., "Consumer Evaluations of New Technology-based Self-Service Options : An Investigation of Alternative Models of Service Quality," International Journal of Research in Marketing, Vol. 13, No. 1, pp. 29-51, 1996. https://doi.org/10.1016/0167-8116(95)00027-5
  18. Dabholkar, P. A., Bobbit, L. M., and Lee, E. J., "Understanding Consumer Motivation and Behavior Related to Self- Scanning in Retailing," International Journal of Service Industry Management, Vol. 14, No. 1, pp. 59-95, 2003. https://doi.org/10.1108/09564230310465994
  19. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., "User Acceptance of Computer Technology : A Comparison of Two Theoretical Models," Management Science, Vol. 35, No. 8, pp. 982-1003, 1989. https://doi.org/10.1287/mnsc.35.8.982
  20. Eagly, A. A. and Chaiken, S., Psychology of Attitudes, Fort Worth : Harcourt Brace College, 1993.
  21. Fiore, A. M., Kim, J., and Lee, H. H., "Effect of Image Interactivity Technology on Consumer Responses Toward the Online Retailer," Journal of Interactive Marketing, Vol. 19, No. 3, pp. 38-53, 2005. https://doi.org/10.1002/dir.20042
  22. Fishbein, M. and Ajzen, I., Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, Addison-Wesley, Reading, MA, 1975.
  23. Fornell, C. and Larcker, D. F., "Evaluating Structural Equations with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.2307/3151312
  24. Han, S., "A Study on the Consumption Value and the Consumption Satisfaction of Smart Phone Users," Journal of Consumer Studies, Vol. 22, No. 3, pp. 233-260, 2011.
  25. Hirschman, E. C. and Holbrook, M. B., "Hedonic Consumption : Emerging Concepts, Methods and Propositions," Journal of Marketing, Vol. 46, No. 3, pp. 92-101, 1982.
  26. Holbrook, M. B. and Hirschman, E. C., "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Vol. 9, No. 2, pp. 132-140, 1982. https://doi.org/10.1086/208906
  27. Holbrook, M. B., "The Nature of Customer Value : An Axiology of Services in the Consumption Experience," in Service Quality : New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, (Eds), Newbury Park, CA : Sage, pp. 21-71, 1994.
  28. Hong, S. and Tam, K. Y., "Understanding the Adoption of Multipurpose Information Appliances : The Case of Mobile Data Services," Information Systems Research, Vol. 17, No. 2, pp. 162-179, 2006. https://doi.org/10.1287/isre.1060.0088
  29. Hourahine, B. and Howard, M., "Money on the Move : Opportunities for Financial Service Providers in the 'Third Space'," Journal of Financial Services Marketing, Vol. 9, pp. 57-67, 2004. https://doi.org/10.1057/palgrave.fsm.4770141
  30. Howard, J. A. and Sheth, J. N., The Theory of Buyer Behavior, John Wiley and Sons Ltd, 1969.
  31. Jang, K. and Kim, K., "A Study on Factors Affecting the Continued Usage Intention of Ubiquitous Services," The Journal of Information Systems, Vol. 17, No. 3, pp. 175-204, 2008. https://doi.org/10.5859/KAIS.2008.17.3.175
  32. Kannan, P. K., Chang, A. M., and Whinston, A. B., "Wireless Commerce : Marketing Issues and Possibilities," Proceedings of the 34th Hawaii International Conference on System Science, IEEE Computer Society Press, Los Alamitos, 2001.
  33. Kim, E. and Mun, H., "The Effect of Perceived Time on Intention to Use Mobile Service-Considering the Moderating Effect of Ubiquitous," The Journal of Information Systems, Vol. 18, No. 3, pp. 155-181, 2009. https://doi.org/10.5859/KAIS.2009.18.3.155
  34. Kim, H., Gupta, S., and Koh, J., "Investigating the Intention to Purchas Digital Items in Social Networking Communities : A Customer Value Perspective," Information and Management, Vol. 48, pp. 228-234, 2011. https://doi.org/10.1016/j.im.2011.05.004
  35. Kleijnen, M., de Ruyter, K., and Wetzels, M., "An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness," Journal of Retailing, Vol. 83, No. 1, pp. 33-46, 2007. https://doi.org/10.1016/j.jretai.2006.10.004
  36. Korgaonkar, P. K. and Wolin, L. D., "A Multivariate Analysis of Web Usage," Journal of Advertising Research, Vol. 39, No. 2, pp. 53-68, 1999.
  37. Langeard, E., Bateson, J., Lovelock, C. H., and Eiglier, P., Service Marketing : New Insights from Consumers and Managers, Marketing Science Institute's Report No pp. 81-104, Cambridge : Marketing Science Institute, 1981.
  38. Lee, I., Choi, B., Kim, J, Hong, S., "Culture-Technology Fit : Effects of Cultural Characteristics on the Post-Adoption Beliefs of Mobile Internet Users," International Journal of Electronic Commerce, Vol. 11, No. 4, pp. 11-51, 2007. https://doi.org/10.2753/JEC1086-4415110401
  39. Lee, J. and Kim, Y., "A Study on the Impact of the App-Book Purchasing Behavior of Smart phone Users in Korea," The Journal of Society for e-Business Studies, Vol. 18, No. 3, pp. 45-67, 2013.
  40. Lee, T., La, S., and Yeon, S., "MOBISQUAL : Dimensionalizing and Measuring Mobile Internet Service Qaulity," Journal of Korean Marketing Association, Vol. 24, No. 1, pp. 145-179, 2009.
  41. Lee, U., Kim, K., and Lee, J., "The Effect of Community Artifacts and Media Richness Elements on the Experiences of the Social Network Game Users : 'Anypang' Case," The Journal of Society for e-Business Studies, Vol. 18, No. 3, pp. 191-211, 2013.
  42. Lee, Y., Park, J., Chung, N., and Blakeney, A., "A Unified Perspective on the Factors Influencing Usage Intention Toward Mobile Financial Services," Journal of Business Research, Vol. 65, No. 11, pp. 1590- 1599, 2012. https://doi.org/10.1016/j.jbusres.2011.02.044
  43. Lu, H. and Hsiao, K., "The Influence of Extro/Introversion on the Intention to Pay for Social Networking Sites," Information and Management, Vol. 47, pp. 150-157, 2010. https://doi.org/10.1016/j.im.2010.01.003
  44. Mathwick, C., Malhotra, N., and Rigdon, E., "Experiential Value : Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment," Journal of Retailing, Vol. 77, No. 1, pp. 39-56, 2001. https://doi.org/10.1016/S0022-4359(00)00045-2
  45. Meuter, M. L., Ostrom, A. L., and Roundtree, R. I., and Bitner, M. J., "Self-Service Technologies : Understanding Customer Satisfaction with Technology-Based Service Encounters," Journal of Marketing, Vol. 64, July, pp. 50-64, 2000.
  46. Nysveen, H., Pedersen, P. E. and Tho rbjornsen, H., "Intentions to Use Mobile Services : Antecedents and Cross-Service Comparisons," Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp. 330-346, 2005. https://doi.org/10.1177/0092070305276149
  47. Petrick, J. F., "Development of a Multi- Dimensional Scale for Measuring the Perceived Value of a service," Journal of Leisure Research, Vol. 34, No. 2, pp. 119-134, 2002.
  48. Pujari, D., "Self-Service with a Smile? Self-Service Technology (SST) Encounters among Canadian Business-to-Business," International Journal of Service Industry Management, Vol. 15, No. 2, pp. 200-219, 2004. https://doi.org/10.1108/09564230410532510
  49. Ringle, C. M., Sarstedt, M., and Straub, D. W., "A Critical Look at the Use of PLS-SEM in MIS Quarterly," MIS Quarterly, Vol. 36, No. 1, pp. iii-xiv, 2012.
  50. Ringle, C. M., Wende, S., and Will, S., SmartPLS 2.0 (M3) Beta, Hamburg, http : //www.smartpls.de, 2005.
  51. Roulac, S. E., "Retail Real Estate in the 21st Century : Information + Time Consciousness + Unintelligent Stores = Intelligent Shopping? Not!," The Journal of Retail Estate Research, Vol. 9, No. 1, pp. 125-150, 2001.
  52. Shankar, V., O'Driscoll, T., and Reibstein, D., "Rational Exuberance : The Wireless Industry's Killer B," Strategy and Business, Vol. 31, Summer, pp. 68-77, 2003.
  53. Sheth, J. N., Newman, B. I., and Gross, B. L., "Why We Buy What We Buy : A Theory of Consumption Values," Journal of Business Research, Vol. 22, pp. 159-170, 1991. https://doi.org/10.1016/0148-2963(91)90050-8
  54. Sweeney, J. C. and Soutar, G. N., "Consumer Perceived Value : The Development of a Multiple Item Scale," Journal of Retailing, Vol. 77, No. 2, pp. 203-220, 2001. https://doi.org/10.1016/S0022-4359(01)00041-0
  55. Tenenhaus, M., Vinzi, E. V., Chatelin, Y. M., and Lauro, C., "PLS Path Modeling," Computational Statistics and Data Analysis, Vol. 48, No. 1, pp. 159-205, 2005. https://doi.org/10.1016/j.csda.2004.03.005
  56. Tojib, D. and Tsarenko, Y., "Post-Adoption Modeling of Advanced Mobile Service Use," Journal of Business Research, Vol. 65, pp. 922-928, 2012. https://doi.org/10.1016/j.jbusres.2011.05.006
  57. Turel, O., Serenko, A., and Bontis, N., "User Acceptance of Hedonic Digital Artifacts : A Theory of Consumption Values Perspective," Information and Management, Vol. 47, pp. 53-59, 2010. https://doi.org/10.1016/j.im.2009.10.002
  58. Turel, O., Serenko, A., and Bontis, N., "User Acceptance of Wireless Short Messaging Services : Deconstructing Perceived Value," Information and Management, Vol. 44, pp. 63-73, 2007. https://doi.org/10.1016/j.im.2006.10.005
  59. Yoo, H., Kim, M., and Kwon, O., "Factors Influencing Acceptance of Hedonic Ubiquitous Services," The Journal of Society for e-Business Studies, Vol. 17, No. 1, pp. 1-21, 2012.
  60. van der Heijden, H., "User Acceptance of Hedonic Information Systems," MIS Quarterly, Vol. 28, No. 4, pp. 695-704, 2004.
  61. Venkatesh, V., Thong, J. Y. L., and Xu, X., "Consumer Acceptance and Use of Information Technology : Examining the Unified Theory of Acceptance and Use of Technology," MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012.
  62. Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol. 52, July, pp. 2-22, 1988. https://doi.org/10.2307/1251446

Cited by

  1. A Study on Factors Influencing on Continuous Usage Intention of Open Course Ware vol.15, pp.2, 2016, https://doi.org/10.9716/KITS.2016.15.2.093
  2. Analysis on the Correlation Between Mobile Contents Use and Active Attitude toward Mobile Internet vol.21, pp.4, 2016, https://doi.org/10.7838/jsebs.2016.21.4.015
  3. Factors Influencing User Satisfaction and Continuous Usage Intention on Mobile Credit Card: Based on Innovation Diffusion Theory and Post Acceptance Model vol.20, pp.3, 2015, https://doi.org/10.7838/jsebs.2015.20.3.011
  4. A Study on the Factors Affecting the Intention to Use O2O Services vol.15, pp.4, 2016, https://doi.org/10.9716/KITS.2016.15.4.125
  5. Exploring the Moderating Effect of Interdependence on Performance and Satisfaction in Virtual Work Environment vol.13, pp.3, 2014, https://doi.org/10.9716/KITS.2014.13.3.093
  6. A Study On Factors Influencing on Participation Intention of Open Collaboration Platform : Focused on Music Industry vol.13, pp.1, 2014, https://doi.org/10.9716/KITS.2014.13.1.161
  7. 기술수용모델을 이용한 외식 O2O 서비스 특성이 고객신념에 미치는 영향 연구 vol.23, pp.7, 2013, https://doi.org/10.20878/cshr.2017.23.7.011
  8. Influence Factors of Purchase Intention of Connected Car by Applying Components of Human-Connected Car Interaction and Mobile-Connected Car Interaction vol.21, pp.5, 2013, https://doi.org/10.9728/dcs.2020.21.5.931
  9. 20~30대 성인의 배달외식 결정요인과 식습관의 융합연구 vol.11, pp.6, 2013, https://doi.org/10.15207/jkcs.2020.11.6.105