Earticle

초록

영어

We suggested new extended Technology Acceptance Model(TAM) and tested various theoretical research hypotheses relating to mobile application. This study examined the acceptance factors of mobile applications focused on external variables such as the perceived risk and two-side network effects, the characteristics of mobile media, user innovation and social influence. The proposed model was empirically tested using data collected from a survey of mobile application users. The results of hypothesis testing are as follows. First, the characteristics of mobile media positively influence perceived ease of use and usefulness of mobile application users. Second, perceived risk negatively influences on perceived usefulness and value attitude of mobile application users. Third, two-sided network effects negatively influence on perceived purchase risk. Fourth, perceived purchase risk was negatively influenced by social influence. The results of study will provide practical implications on the mobile application

목차

Abstract
 Ⅰ. 서론
 Ⅱ. . 이론적 배경과 선행연구
  1. 모바일 어플리케이션
  2. 확장된 기술수용모형(Extended TAM)
  3. 사용자 혁신성
  4. 사회적 영향
  5. 모바일 어플리케이션의 특성
  6. Two-sided 네트워크 효과
  7. 지각된 위험요인
  8. 사용의도에 관한 선행 연구
 Ⅲ. 연구 설계
  1. 연구모형 및 연구가설
  2. 연구 방법
 Ⅳ. 실증분석
  1. 자료수집 및 표본의 특성
  2. 측정도구의 신뢰성 및 타당성 분석
  3. 가설검증
 Ⅴ. 결론
 참고문헌

저자

• 박기남 [ 동의대학교 상경대학 e비즈니스학과 ]
• 정규환 [ 경희대학교 경영대학 경영학과 ← 10pt, italic ]
• 이훈영 [ 경희대학교 경영대학 경영학과 ← 10pt, italic ]

참고문헌