Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Satisfaction with and Use Behavior of Mobile Navigation Service

모바일 내비게이션 서비스의 만족도와 이용행태에 관한 연구

  • Lee, Je-Sung (Dept of Global Human Environmental Sciences(Consumer Science), Sangmyung University) ;
  • Kim, Hae-In (Dept of Global Human Environmental Sciences(Consumer Science), Sangmyung University) ;
  • Moon, Ji-Hye (Dept of Global Human Environmental Sciences(Consumer Science), Sangmyung University) ;
  • Lee, June-Young (Dept of Economics and Finance, Sangmyung University)
  • 이제성 (상명대학교 글로벌생활환경학과 소비자학 전공) ;
  • 김해인 (상명대학교 글로벌생활환경학과 소비자학 전공) ;
  • 문지혜 (상명대학교 글로벌생활환경학과 소비자학 전공) ;
  • 이준영 (상명대학교 경제금융학부)
  • Received : 2020.01.03
  • Accepted : 2020.03.20
  • Published : 2020.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine the satisfaction of consumers using the mobile navigation service which is continuously growing. This study examined variables that affect the service use behaviors and satisfaction of 1200 consumers using service. According to the results of the study, consumers used the service 1-2 or 3-4 times per week, more frequently used in the lunch time(weekends) and in the morning(weekdays). The core functional dimension was shown to have the largest effect on satisfaction with the service. Among consumption emotions, positive emotions had effects in the positive direction while negative emotions had effects in the negative direction, and the effect of innovativeness was not significant. Through the foregoing, the use behavior and the formation of satisfaction could be analyzed and the results of this study can be used in establishing service strategies later and can be also used as basic data of the navigation industry.

본 연구는 지속적으로 성장하고 있는 모바일 내비게이션 서비스를 이용하는 소비자들의 만족도에 대해 알아보고자 한다. 따라서 본 연구는 모바일 내비게이션 서비스를 이용하는 1200명의 소비자를 중심으로 서비스 이용행태와 만족도에 영향을 미치는 변인들에 대해 살펴보았다. 연구 결과 서비스를 이용 소비자는 주 1-2회, 3-4회에서 주말 점심, 주중 아침에 사용량이 높게 나타났다. 서비스에 대한 소비자 만족에 가장 높은 영향을 미치는 것은 핵심 기능성 차원으로 나타났다. 소비감정에서 긍정감정은 정의 방향, 부정감정은 부의 방향으로 영향력을 지니며, 혁신성은 통계적으로 유의하지 않는다. 이를 통해 모바일 내비게이션 서비스 이용 소비자들의 이용행태와 만족도 형성에 대해 분석할 수 있었으며, 차후 소비자만족을 위한 서비스 전략을 구축할 수 있을 것이며 내비게이션 산업의 기초자료로 활용할 수 있을 것으로 기대된다.

Keywords

References

  1. Korea Internet & Security Agency. (2014). 2014 Survey on the Mobile Internet Usage Summary. Naju : Korea Internet & Security Agency.
  2. Korea Communications Agency. (2013). Navigation Preference and Usage Behavior Survey. Trends and Prospects : Broadcasting, Communication, and Radio, 69, 78-86.
  3. K. W. Jo. (2015). '10 years' The Navi's end... re-exploration companies. Asia Business Daily. https://www.asiae.co.kr/
  4. J. W. Lee. (2011). More than 10 million smartphone subscribers, and the Smart Era begins in earnest. Korea Communications Commission. https://kcc.go.kr/
  5. Y. C. Jung. (2015. April). Intergenerational changes in media use and spread of smart phones. KISDI STAT Report, 15(1), 1-8.
  6. Ministry of Science and ICT, Korea Internet & Security Agency. (2017). Survey on the Internet Usage. Sejong : Ministry of Science and ICT, Korea Internet & Security Agency.
  7. Korea Internet & Security Agency. (2018). LBS Industrial trend report. Naju: Korea Internet & Security Agency.
  8. S. I. Jo et al. (2007). Trends and Perspectives of the Next-Generation Navigation Technology. Electronics and telecommunications trends, 22(3), 12. DOI : 10.22648/ETRI.2007.J.220302
  9. I. G. Park, J. Y. Yoon, K. H. Lee & E. J. Lee. (2013). A Color Applicability Comparison of User Interface Design in Navigation Application for Smart Phone. Journal of Korea Design Forum, 39, 281-290. DOI : 10.21326/ksdt.2013..39.025
  10. T. K. Kim. (2019). Online-Offline Connectivity and Artificial Intelligence : Car Navigation App. Journal of Information Technology Services, 18(1), 201-217. DOI : 10.9716/KITS.2019.18.1.201
  11. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  12. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. DOI : 10.2307/1251446
  13. Lewis, R. C. & Booms, B. H. (1983). The marketing aspects of service quality. Emerging perspectives on services marketing, 65(4), 99-107.
  14. Teas, R. K. (1993). Expectations, Performance Evaluation, and Consumers’ Perceptions of Quality. Journal of Marketing, 57(4), 18-34. DOI : 10.1177/002224299305700402
  15. Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. DOI : 10.1177/002224299205600304
  16. W. I. Kwak & W. I. Choi. (2002). (2002). A Study on the Types and Dimensions of Consumer Emotional Responses. Korea Journal of Business Administration, 34, 155-171.
  17. Clark, M. S. & Isen, A. M. (1982). Toward under standing the relationship between feeling states and social behavior. Cognitive Social Psychology, 73, 108.
  18. H. S. Lee & J. H. Lim. (2002). Measuring the Consumption - Related Emotion Construct. Korea Marketing Review, 17(3), 55-91.
  19. Watson, D., Clark, L. A. & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063-1070. DOI : 10.1037/0022-3514.54.6.1063
  20. Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The Concept and Its Measurement. Journal of Consumer Research, 4(4), 229-242. DOI : 10.1086/208701
  21. H. J. Choo & N. H. Yoon. (2011). The Effects of Use Satisfaction and Consumer Innovativenesson the Active Smartphone-Use Behavior. Journal of Marketing Management Research, 16(4), 153-176.
  22. Venkatraman, M. P. & Price, L. L. (1990). Differentiating between cognitive and sensory innovativeness. Journal of Business Research, 20(4), 293-315. DOI : 10.1016/0148-2963(90)90008-2
  23. Hirschman, E. C. (1984). Experience seeking: A subjectivist perspective of consumption. Journal of Business Research, 12(1), 115-136. DOI : 10.1016/0148-2963(84)90042-0
  24. Y. A. Park. (2010), Exploring the Structural Relationship between Direct Influential Factors, Overall Tour Satisfaction and Reuse Intention among Vehicle Navigation Users: A Sample of Tourists Visiting Je-Ju Island. Journal of Tourism Sciences, 34(8), 275-294.
  25. Venkatraman, M. P. (1991). The impact of innovativeness and innovation type on adoption. Journal of Retailing, 67(1), 51.
  26. Steenkamp, J. B. E. M. & Baumgartner, H. (1992). The Role of Optimum Stimulation Level in Exploratory Consumer Behavior. Journal of Consumer Research, 19(3), 434-448. DOI : 10.1086/209313
  27. Venkatraman, M. P. & MacInnis, D. J. (1985). The epistemic and sensory exploratory behavior of hedonic and cognitive consumers. ACR North American Advances.
  28. Chen-Yu, H. J., Williams, G. & Kincade, D. H. (1999). Determinants of Consumer Satisfaction/Dissatisfaction with the Performance of Apparel Products. Family and Consumer Sciences Research Journal, 28(2), 167-192. DOI : 10.1177/1077727x99282003
  29. Y. J. Lee. (2000). A Theoretical Examination of Customer Satisfaction Research : Findings and Outlook. Journal of Consumer Studies, 11(2), 139-166.
  30. Howard, J. A. & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63.
  31. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
  32. Westbrook, R. A. & Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. ACR North American Advances.
  33. Hunt, H. K. (1977). 'CS/D-Overview and Future Research Direction,' Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, in H. Keith Hunt (ed)., MA:Marketing Science Institute, Cambridge, MA, pp. 455-488
  34. Engel, J. F. & Blackwell, R. D. (1982). Consumer behavior (4th ed.). Chicago, IL: Dryden Press.
  35. Auh, S. & Johnson, M. D. (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic Psychology, 26(1), 35-57. DOI : 10.1016/j.joep.2003.10.002
  36. Copeland, M. T. (1923). Relation of consumers' buying habits to marketing methods. Harvard business review, 1(April), 282-289.
  37. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: McGraw-Hill.
  38. Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27(9), 19-35. DOI : 10.1108/03090569310043179
  39. Kotler, P. & Armstrong, G. (1999). Marketing: An introduction. 3rd ed. New Jersey: Prentice-Hall.
  40. Zeithaml, V. A. & Bitner, M. J.(1996). Service Marketing. New York, McGraw-Hill Book Company, 10: 524-526.
  41. K. H. Cho. (1999). Determinants of Customer Loyalty in the Hotel Industry. Journal of Tourism Sciences, 22(3), 134-156.
  42. N. S. Yoon, D. G. Yoo & Y. G. Lee. (2003). A Study on Moderating Role of Switching Gains in Relationship between Customer Satisfaction & Trust and Customer Loyalty for Internet Shopping-Malls. Journal of the Korean Operations Research and Management Science Society, 28(4), 85-104.
  43. Goldsmith, R. E. & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. DOI : 10.1007/bf02726497
  44. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. DOI : 10.2307/3150499
  45. Garbarino, E. & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87. DOI : 10.1177/002224299906300205