Earticle

초록

영어

As an extension of Technology Acceptance Models (TAM), the relative importance of perceived usefulness (PU) and perceived ease of use (PEU) in adopting two different mobile services are examined using service compatibility and user trust as moderating variables. This research shows that PEU is a relatively more important factor in the adoption of new mobile services when the new mobile services are highly compatible with existing services, while trust is an important influential factor in the adoption of services with a relatively low service compatibility. Trust does not significantly change the relative importance of PEU in the adoption of highly compatible mobile services, while the user's trust changes the importance of PU in the adoption process for the mobile services with relatively low service compatibility.

목차

I. 서론
 II. 문헌 및 산업 연구
  2.1 기술 수용 이론 : PU. PEU의 상대적 중요도와 조절 변수
  2.2 서비스 호환성
  2.3 신뢰의 다차원적 정의와 역할
  2.4 산업 연구 : 모바일 뱅킹과 친구찾기 서비스
 III. 연구 모형 및 가설
  3.1 연구 모형
  3.2 서비스 호환성의 조절 변수 효과
  3.3 서비스 호환성과 신뢰의 효과
 IV. 자료의 수집 및 분석
  4.1 자료 수집 및 표본 구성
  4.2 측정 개념의 조작화와 측정 방법
  4.3 기초 통게 및 신뢰도, 타당성
  4.4 연구 모형의 적합도 및 가설 검정
 V. 결론 및 시사점
 참고문헌
 <부록 1> 설문 항목

저자

• 양희동 [ Hee-Dong Yang | 이화여자대학교 경영대학 ] 교신저자
• 박철우 [ Chulwoo Park | 서울대학교 경영대학 정보통신경영연구센터 ]
• 김범수 [ Beomsoo Kim | 연세대학교 정보대학원 ]

참고문헌