Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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An Empirical Study on Mobile Technology Adoption based on the Technology Acceptance Model and Theory of Planned Behavior

기술수용모델(TAM)과 계획된 행동이론(TPB)를 바탕으로 한 모바일 기술수용에 대한 실증적 연구

  • Lee, Sang-Gun (School of Business Administration, Ajou University)
  • 이상근 (아주대학교 e-비즈니스학부)
  • Published : 2005.12.31
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Abstract

Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, how-ever, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study focuses to investigate imitation influence in individual adoption of mobile communication technology. The purpose of this study is to empirically examine the causal relationships between initial acceptance and the intention to use in terms of a holistic approach. The results of this study show that there is an imitation influence including word-of-mouth and subjective norms, from the prior adopters to potential adopters, and mass advertising through TV or news-paper commercials in the ICT diffusion process. In addition, this imitation influence also stimulates innovation influence such as perceived usefulness. Finally, this study provides a set of guidelines to mobile communication equipment manufacturers and ICT vendors in developing effective strategies for technology diffusion.

정보통신기술의 수용에 대한 많은 선행연구들은 기술수용이 유용성(usefulness), 사용의 용이성(ease of use) 그리고 기술에 대한 자긍심(self-efficacy) 같은 혁신적 요인에 의해 영향을 받는다고 하였다. 그러나, 이러한 선행연구들은 사회적 규범(subjective norms), 구전효과(word-of-mouth) 그리고 광고(advertising)와 같은 모방적 요인에 대해서는 간과해 왔다. 특히 수요대폭발(critical mass)을 불러일으키는 모방적 요인과 혁신적 요인의 상호간 인과관계에 대한 연구는 그다지 활발하지 않았다. 그래서 본 연구는 모바일 기술의 수용에 있어 모방적 요인의 역할에 대해 초점을 맞추었다. 이 연구의 목적은 복합적 관점에서 초기 모바일 기술 수용에 대한 의도에 영향을 미치는 요인들간의 인과관계를 실증적으로 검증하였다. 그 결과, 대량광고, 구전효과와 사회적 규범과 같은 모방적 요인이 모바일 수용의도에 직/간접적으로 영향을 미치고 있다는 것을 밝혔다. 본 연구는 기술 전파에 따른 시장변화에 있어 정보통신 장비공급업체에게 효과적으로 대응할 수 있는 전략수립에 도움을 주리라 믿는다.

Keywords

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