Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

An Empirical Research on Important Factors of Mobile Internet Usage

모바일 인터넷의 사용에 영향을 미치는 중요 요인에 대한 실증적 연구

  • 김호영 (연세대학교 본대학원 경영학과) ;
  • 김진우 (연세대학교 경영학과)
  • Published : 2002.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

As Mobile Internet users grow rapidly, Mobile Internet Companies will be in a fierce race to catch a new customer. In this situation, companies want to identify of what factors make peoples use Mobile Internet in order to develop the effective Mobile Internet services and to supply the higher service quality. However, prior researches on Mobile Internet focused on technical area such as higher data delivery, efficient compression of images, so they do not have given companies beneficial materials for making fascinating Mobile Internet service. To offer the service development materials, this research investigated important factors to use Mobile Internet from the viewpoint of customer. Moreover, the study was progressed how much these factors influenced Mobile Internet actual usage. After being surveyed service adopting model and significant factors in Marketing and in MIS(Management Information System), this study was suggested Mobile Internet Adopting Model reflected in Mobile Internet characteristics. To collect the effective data, Internet survey had been done for two weeks. The respondents were identified if they were real Mobile Internet users and how much they had used Mobile Internet for a month. The results were that important factors of Mobile Internet usage were Usefulness, Usability, System Quality and Instant Connectivity. Perceived Value of Mobile Internet influenced Mobile Internet Behavioral Intention significantly and Behavioral Intention had a significant effect on Mobile Intent usage by results. This paper concludes with discussion of these results and their implications for researcher and Mobile Internet company managers.

Keywords

References

  1. 신성문, '곤경에 빠진 아마존(Amazon)의 M-commerce,' 한국 정보통신정책연구원, KISDI IT Focus, 6, 2001, pp. 58-60
  2. 전자신문, m커머스 본격 개화 - 매칸지 보고서 의미, http://www.etimesi.com/news/detail..html?id =2001040163, 2001
  3. 전자신문, 휴대폰 사용자 중 16% 만이 무선 인터넷 사용자, http://www.etimesi.com/news/detail.html?id = 200111120088, 2001
  4. 정보통신정책, '일본 디지털콘텐츠백서 2001 : 브로드밴드 시대의 니치 콘텐츠,‘ ,제13권, 제16호, 통권 285호, 2001
  5. HCI 연구실, '제1회 모바일 인터넷 현황조사 발표 자료,' http://www.mbiz.or.kr/survey, 2000
  6. HCI 연구실, '제3회 모바일 인터넷 현황조사 발표 자료,' http://www.mbiz.or.kr/survey, 2001
  7. The StandardKorea, 통계로 말한다- 2005년 신경제 지구촌, Special Report, www.standardkorea.co.kr, 2001
  8. Alemayehu Molla and Paul S. Licker, 'ecommerce system success: an attempt to extend to respecify the delone and maclean model of is success,' Journal of Electronic Commerce Research, Vol. 2, No.4, 2001
  9. Anderson, J.C. and Gerbing, D.W. 'Structural equation modeling in practice: A review and recommended two-step approach,' Psychological Bulletin Vol. 103, No.3, 1988, pp. 411-423 https://doi.org/10.1037/0033-2909.103.3.411
  10. Andrew Urbaczewski, John Wells, Suprateek Sarker and Matti Koivisto, 'Exploring Cultural Differences as a Means for Understanding the Global Mobile Internet: A Theoretical Basis and Program of Research,' to appear in proceedings of the 35th Hawaii International Conference on System Sciences, 2002
  11. Bentler, Peter M., 'Comparative Fit Indexes in Stuctural Models,' Psychological Bulletin, Vol. 107, 1990, pp. 238-246 https://doi.org/10.1037/0033-2909.107.2.238
  12. Bhagwat, P. and Satish K. Tripathi, 'Mobile Computing,' In proceedings of Networks'94, 1994, pp. 3-12
  13. Browne, M.W. and R Cudeck, 'Alternative Ways of Assessing Model Fit,' In: K.A. Bollen and J.S. Long (eds.), Testing Structural Equation Models, Newbury Park, CA: Sage, 1993, pp. 136-162
  14. Colleen M. Kehoe & Jim Pitkow, 'Surveying the Territory: GVU's Five WWW User Surveys,' The World Wide Web Journal, Vol. 1, No.3, 1996a, pp. 77-84
  15. Colleen M. Kehoe & Jim Pitkow, 'Emerging Trends in the WWW User Population,' Communications of the ACM, Vol. 39, No. 6, 1996b
  16. Creativegood, The Wireless Customer Experience, available at http://www.creativegood.com, 2000
  17. Davis, F., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' MIS Quarterly, Vol. 13, No.3, 1989, pp. 319-340 https://doi.org/10.2307/249008
  18. Davis, F.D., Bagozzi, R.P., and Warshaw, P.R, 'User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,' Management Science, Vol. 35, No. 8, 1989, pp. 982-1003 https://doi.org/10.1287/mnsc.35.8.982
  19. DeLone, W.H., and E.R. McLean, 'Information systems success: the quest for the dependent variable,' Information Systems Research Vol. 3, March 1992, pp. 60-95 https://doi.org/10.1287/isre.3.1.60
  20. Dey, A.K., 'Understanding and Using Context,' Personal and Ubiquitous Computing, Vol. 5, 2001
  21. Dodds and Monroe, 'The effect of brand and price information on subjective product evaluations,' in advances in consumer research, Elizabeth C. Hirschman and Morrib B. Holbrook, eds. Provo, UT: Association for Consumer Research, Vol. 12, 1985, pp. 85-90
  22. Dodds and Monroe, 'Effects of price, Brand and Price Information on Buyers' Product Evaluation,' Journal of Marketing Research, Vol. 28, August 1991, pp. 307-319 https://doi.org/10.2307/3172866
  23. Durlacher Research Ltd, Mobile Commerce Report, available at http://www. durlacher.com, 2000
  24. Economist, A survey of the mobile internet, 13th, October 2001, pp. 3-20
  25. Elena Karahanna, Detmar W. Straub and Norman L. Chervany, 'Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs,' MIS Quarterly Vol. 23 No.2, 1999, pp. 183-213 https://doi.org/10.2307/249751
  26. Ellen C. Garbarino and Julie A. Edell, 'Cognitive Effort, Affect, and Choice,' Journal of Consumer Research, Vol. 24, September 1997, pp. 147-158 https://doi.org/10.1086/209500
  27. Fisher, R.J., and Price, L.L., 'An Investigation into the Social Context of Early Adoption Behavior,' Journal of Consumer Research, Vol. 19, No.3, 1992, pp. 477-486 https://doi.org/10.1086/209317
  28. Franklin J. Carter Jr., Thani Jambulingam, Vipul K Gupta, Nancy Melone, 'Technological innovations: a framework for communicating diffusion effects,' Information & Management, Vol. 38, 2001, pp. 277-287 https://doi.org/10.1016/S0378-7206(00)00065-3
  29. Haemoon Oh, 'Service quality, customer satisfaction, and customer value: A holistic perspective,' International Journal of Hospitality Management, Vol. 18, No. 1, 1999, pp. 67-82 https://doi.org/10.1016/S0278-4319(98)00047-4
  30. lcek Ajzen, 'The Theory of Planned Behavior,' Organizational Behavior and Human Decision Processes, Vol. 50, 1991, pp. 179-211 https://doi.org/10.1016/0749-5978(91)90020-T
  31. Joseph Cronin, J. Jr., Michael K. Brady and G. Tomas M. Hult, 'Assessing the Effects of Quality,' Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,' Journal of Retailing, Vol. 76, No.2, 2000, pp. 193-218 https://doi.org/10.1016/S0022-4359(00)00028-2
  32. Jakob Nielsen, Usability Engineering, Academic Press, New York, 1993
  33. John P. Chin, Virginia A. Diehl and Kent L. Norman, 'Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface Interface Evaluations,' Proceedings of ACM CHI'88 Conference on Human Factors in Computing Systems, 1988, pp. 213-218
  34. Kristorffersen, S and F. Ljungberg, 'Mobile Informatics: Innovation of IT Use in mobile settings,' IRIS'21 workshop report, SIGCHI Bulletin, Vol. 31, No.1, 1999, pp. 29-34 https://doi.org/10.1145/329671.329685
  35. Larry Downes and Chunka Mui, Unleashing the Killer App: digital strategies for market dominance,' Harvard Business School Press, Boston, Massachesetts, 1998
  36. Madhavan Parthasarathy and Anol Bhattrcherjee, 'Understanding Post-Adoption Behavior in the Context of Online Services,' Information Systems Research, Vol. 9, No 4, December 1998, pp. 362-379 https://doi.org/10.1287/isre.9.4.362
  37. Marc Ramsay and Jakob Nielsen, 'WAP Usability Dj Vu: 1994 All Over Again,' Nielsen Norman Group, 2000
  38. Mathieson, K, 'Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior,' Information System Research, Vol. 2, No. 3, 1991, pp. 173-191 https://doi.org/10.1287/isre.2.3.173
  39. Minhee Chae and Jinwoo Kim, 'Information Quality for Mobile Internet Services: A Theoretical Model with Empirical Validation,' forthcoming to ICIS 2002, 2001
  40. Mohamed Khalifa and Sammi, K.N. Cheng, 'Adoption of Mobile Commerce: Role of Exposure,' to appear in proceedings of the 35th Hawaii International Conference on System Sciences, 2002
  41. Moore, G.C, and Benbasat, I., 'Development of an Instrument to Measure the Perceptions of Adoption an Information Technology Innovation,' Information System Research, Vol. 2, No.3, 1991, pp. 199-222
  42. NUA Internet Survey, 'Wireless market to explode in North America,' available at http://www.nua.ie/surveys/index.cgi?f=VS&art_id = 905356845&rel = true, 2001
  43. Per E. Pedersen, Leif B. Methlie and Helge Thorbjrnsen, 'Understanding mobile commerce end-user adoption: a triangulation perspective and suggestions for an exploratory service evaluation framework,' to appear in proceedings of the 35th Hawaii International Conference on System Sciences, 2002
  44. Qi Bi, George I. Zysman, and Hank Menkes, 'Wireless Mobile Communications at the Start of the 21st Century,' IEEE Communications Magazine, January 2001, pp. 110-116
  45. Rex B. Kline, Principles and Practice of Structural Equation Modeling, The Guilford Press, New York, 1998
  46. Kenneth Teas R. and Sanjeev Agarwa l., 'The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value,' Journal of the Academy of Marketing Science, Vol. 28, No.2, 2000, pp. 278-290 https://doi.org/10.1177/0092070300282008
  47. Rice, R.E., Grand, A.E., Schmitz, J., and Torobin, J., 'Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging,' Social Networks VoI.12, No.1, 1990, pp. 27-55 https://doi.org/10.1016/0378-8733(90)90021-Z
  48. Robert B, Woodruff, 'Customer Value: The Next Source for Competitive Advantage,' Journal of the Academy of Marketing Science, Vol. 25, No.2, 1997, pp. 139-153 https://doi.org/10.1007/BF02894350
  49. Rogers, E.M., Diffusion of Innovations, 4th Edition. Free Press: New York, 1995
  50. Segars, A.H., and Grover, V., 'Re-Examining Perceived Ease of Use and Usefulness: A Confirmatory Factor Analysis,' MIS Quarterly, Vol. 17, No.4, 1993, pp. 843-851
  51. Sheth, Jagdish N., Bruce I. Newman and Barbara L. Gross, 'Why We Buy What We Buy: A Theory of Consumption Values,' Journal of Business Research, Vol. 22, March 1991b, pp. 159-170 https://doi.org/10.1016/0148-2963(91)90050-8
  52. Szajna, B., 'Empirical Evaluation of the Revised Technology Acceptance Model,' Management Science, Vol. 42, No. 1, January 1996, pp. 85-92 https://doi.org/10.1287/mnsc.42.1.85
  53. Ting-Peng Liang, and Jin-Shiang Huang, 'An empirical study on consumer acceptance of products in electronic markets: a transaction cost model,' Decision Support Systems, Vol. 24, 1998, pp. 29-43 https://doi.org/10.1016/S0167-9236(98)00061-X
  54. Tolman EC, Purposive behavior in Animals and Men. New York: Century, 1932
  55. Valarie A. Zeithaml, 'Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,' Journal of Marketing, 1988, pp. 222
  56. Vararie A. Zeithaml and Mary Jo Binter, Services Marketing: Integrating Customer Focus Across The Firm, 2nd edition, Boston, 2000
  57. Venkatesh, A, 'Computers and Other Interactive Technologies for the Home,' Communications of the ACM, Vol. 39, No. 12, December 1996, pp. 47-54 https://doi.org/10.1145/240483.240491
  58. Venkatesh, A, 'Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model,' Information Systems Research, Vol. 11, No. 4, December 2000, pp. 342-365 https://doi.org/10.1287/isre.11.4.342.11872
  59. Viswanath Venkatesh and Susan A Brown, 'A Longitudinal Investigation of Personal Computers In Homes: Adoption Determinants And Emerging Challenges,' MIS Quarterly, Vol. 25, No.1, 2001, pp. 71-102 https://doi.org/10.2307/3250959
  60. Wakefield, Kirk L. and James H. Barnes, 'Retailing Hedonic Consumption: A Model of Sales Promotion of a Leisure Service,' Journal of Retailing, Vol. 72, No.4, 1996, pp. 409-427 https://doi.org/10.1016/S0022-4359(96)90021-4
  61. William H. Delone and Ephraim R. Mclean, 'Information System Success: The Quest for the Dependent Variable,' Information System Research, Vol. 3, No.1, 1992, pp. 60-95 https://doi.org/10.1287/isre.3.1.60
  62. Ziqi Liao and Michael Tow Cheung, 'Internet-based e-shopping and consumer attitudes: an empirical study,' Information & Management, Vol. 38, 2001, pp. 299-306 https://doi.org/10.1016/S0378-7206(00)00072-0