Earticle

초록

영어

This study is to investigate factors that affect preference to CMDS(convergence mobile data service) on institutionalization of MDS. A research model was proposed and subsequent hypotheses were empirically tested with partial least square (PLS) based on 400 responses from the users of CMDS(DMB: 200 / m-Banking: 200). It was learned that institutionalization of technology related building MDS was positively associated with assimilation of MDS(represent a institutionalization of MDS) rather than service quality and use gratification. It means that
users decided use of MDS refereed from its level of assimilation to MDS channel. Also, attractiveness of alternatives to CMDS is negatively associated with continuous use of CMDS and preference to CMDS. Lastly, their association strength was partially moderated by the
type of motivation for using CMDS.

목차

Abstract  
 1. 서론
 2. 이론적 배경
  2.1 모바일 서비스의 제도화
  2.2 모바일 서비스 속성(품질)과 모바일 서비스 동화
  2.3 모바일 서비스 만족 유형과 모바일 서비스 동화
  2.4 기술의 제도화와 모바일 서비스 동화
  2.5 모바일 서비스 동화와 컨버전스 서비스 선호
  2.6 컨버전스 서비스 선호와 지속적 사용
  2.7 MDS 의 대안의 매력과 서비스 선호 및 지속적사용
 3. 연구방법
  3.1 연구모델
  3.2 연구변수
  3.3 자료수집 절차
 4. 연구결과 및 가설 검증
  4.1 표본의 특성
  4.2 측정모델의 분석
  4.3 가설검증(경로모형 분석)
 5. 결론 및 향후 연구방향
  5.1 결론
  5.2 연구의 한계점 및 향후 연구방향
 Acknowledgments
 참고문헌
 Appendix

저자

• 이상훈 [ School of Business, Yonsei University ]
• 정유정 [ School of Business, Yonsei University ]
• 이호근 [ School of Business, Yonsei University ]
• 박현지 [ Professor, Dept. of Tourism Management ]

참고문헌