Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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MVNO Service User's Motivation for Use and Dissatisfying Factors

MVNO 서비스 이용자의 이용 동기와 불만족 요인에 관한 연구

  • Seong, Young-Hoon (Graduate School of Information Technology and Public Policy) ;
  • Lee, Yeong-Ju (Graduate School of Information Technology and Public Policy)
  • 성영훈 (서울과학기술대학교 IT정책대학원) ;
  • 이영주 (서울과학기술대학교 IT정책대학원)
  • Received : 2014.02.08
  • Accepted : 2014.04.20
  • Published : 2014.04.28
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Abstract

MVNO(Mobile Virtual Network Operator) promotes service competition in mobile telecommunication market and provides various service and opportunities for consumers. This study attempts to identify MVNO Service users' motivational and dissatisfying factors in relation to their willingness for continued use of the service 새 activate MVNO service. Use motivation factors are found as customer service, user interface, easiness, economical efficiency, and dissatisfying factors are handset quality, customer service, social influence. Economic efficiency factor had an affirmative influence on the sustained use motivation of the service users. Among dissatisfying factors, users had a negative influence when they recognize that their neighboring people does not use MVNO service. Policy authorities concerned must excavate a new plan to improve distribution structure of handset and reduce wholesaling cost of the MVNO service. It is necessary for MVNO service provider to develop a new business model so that users can recognize MVNO service not as inferior service but as rational and attractive service.

본 연구는 이동통신시장에 서비스 경쟁을 촉진하고, 소비자에게는 다양한 서비스 및 요금제를 제공할 수 있는 MVNO 서비스의 활성화를 위해 MVNO 서비스 이용 동기와 불만족 요인이 지속적 사용 의사에 미치는 영향을 살펴보았다. 이용 동기 요인으로 '고객 서비스', '사용자 인터페이스', '용이성', '경제성' 등이 그리고 MVNO 서비스 이용자의 불만족 요인으로 '단말기 품질', '고객 서비스', '사회적 영향'이 도출되었다. 이용 동기 가운데 '경제성' 요인, 그리고 불만족 요인 중 사회적 영향이 MVNO의 이용지속 의사에 통계적으로 유의미하게 영향을 미치는 것으로 나타났다. 정책 당국은 단말기의 유통 구조를 개선하고 MVNO 서비스의 도매대가를 추가로 인하할 수 있는 요인을 발굴해야 할 것이다. MVNO 서비스 제공자는 새로운 수익모델을 적극적으로 개발함으로써 이용자가 MVNO 서비스를 열등재로 인식하지 않고 합리적이고 매력적인 서비스임을 인식할 수 있도록 해야 할 것이다.

Keywords

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