A Study on the Causal Relationship of Perceived Risks, Service Quality and Customer Satisfaction in Ubiquitous Environment by Using Spatial Information

유비쿼터스 환경에서 공간정보 활용에 따른 고객의 지각된 위험, 서비스 품질과 고객만족의 구조적 관계 연구

The Location Based Services (LBS) comprise spatial information and mobile technology allow users to receive various services based on Global Positioning Systems (GPS). Although, spatial information based services are very useful, it has lots of possibility to damage privacy protection. But the contents of the legislation by government have problems conflicted between protection of a person's location information and invigoration LBS. Therefore, in this study suggest a causal model to deal with user satisfaction and factors affecting spatial information based services to customer perspective. The proposed research model is tested empirically with one hundred and forty one usable questionnaires and partial least square (PLS) method. Experimental results showed that the usefulness, playfulness, and service quality play a prominent role in influencing the spatial information services satisfaction compared to other factors. But, easy of use and perceived risk are not significant.