A Comparative Study of the Relationship among Technology Readiness, Perceived Usefulness, Perceived Ease of Use, and Customer Loyalty with the Type of Smartphone Use

• 발행기관: 한국상품학회
• 저자명: Cho Yeon-SungㆍKwak Soo Hwan
• 간행물 정보: 『상품학연구』제30권 제6호, 53~69쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.11.30

영문 초록

Nowadays, as the use of smartphones increase, various reinforced products are appearing in the market with higher technologies. Domestic consumers are interested in selecting new smartphones and competition among companies are intense as well. This research focused on this phenomenon and used technology readiness index and technology acceptance model which theoretically studied the process of market introduction and was progressed with purpose of analyzing the customer loyalty and relationship. The relationship among technology readiness index, technology acceptance model, and customer loyalty were analyzed. Also, relationships of major principles mentioned above were compared by categorizing work-oriented users and general users according to use. Total of 761 people were surveyed as sample and for analysis, LISREL structural equation model was used. As a result of analysis, technology readiness index positively affected technology acceptancemodel for both groups. In addition, the usefulness perceived among technology acceptance model also positively affected customer loyalty for both groups. However, perceived ease of use only positively affected the customer loyalty for work-oriented user group and did not affect for general user group. As a result of group comparison, the relationship between customer loyalty and perceived usefulness, ease of use and perceived ease of use was shown clearer in work-oriented user group. The result of analysis implies that corresponding product helps in increase of perceived usefulness and ease of use through individual's specific experience for the direction of smartphone market. Regarding the fact that group depending on the usewas applied to smartphonemarket, theoretical implication is on looking at the difference between technology readiness index and technology acceptancemodel by distinguishing various groups.

목차

Abstract

I. Introduction

II. Theory and Hypotheses

III. Research Method

IV. Empirical Analysis

V. Conclusion

References

키워드

Technology readiness index technology acceptancemodel smartphone customer loyalty