Earticle

초록

영어

This study suggests major characteristics of the ubiquitous environment, which include pervasive connectivity, context awareness, and playfulness, by surveying mobile contents users. Also, this empirical study attempts to validate nine hypotheses and all the ubiquitous factors of mobile contents have positive effect on perceived interactivity. It is revealed that perceived interactivity is an intermediary factor which positively affects users' perceived performance, satisfaction and continuous use intention. Hypotheses of positive relationships among users' behavioral outcome factors are also accepted. Results show that ubiquitous characteristics of mobile contents influence the users' attitude and behavior through the intermediary role of perceived interactivity among users and messages and devices. This study contributes to the literature by presenting and empirically verifying the effect of ubiquitous factors of mobile contents and perceived interactivity on uses' attitude and behavior intention. Based on study results, user-oriented theoretical bases are provided for various mobile contents service, the issue of policy-making and business planning are addressed, and managerial implications are discussed.

목차

I. 서론
 II. 이론적 배경
  2.1 모바일 콘텐츠의 개념 및 특성
  2.2 모바일 콘텐츠의 상호작용성
  2.3 유비쿼터스 환경과 속성
  2.4 지각된 상호작용성 관련 연구
 III. 연구 모형 및 가설
  3.1 연구 모형
  3.2 연구 가설의 설정
 IV. 연구방법 및 실증분석
  4.1 변수의 조작적 정의 및 측정
  4.2 조사설계 및 자료수집
 V. 연구결과
  5.1 측정항목의 평가
  5.2 가설의 검증 결과
  5.3 경쟁 모델(Competing Model)과의 비교 검증
 VI. 결론
  6.1 연구결과
  6.2 연구의 시사점
  6.3 연구의 한계
  6.4 향후 연구과제
 참고문헌

저자

• 이성호 [ SungHo Lee | KT 책임연구원 ]
• 안중호 [ JonngHo Ahn | 서울대학교 경영대학 교수 ]
• 장정주 [ JungJoo Jahng | 서울대학교 경영대학 조교수 ]

참고문헌