A Ration Analysis of Quality, Satisfaction, and Additional Use Intention on Mobile Internet Service in Gender : Focus on Mobile Phone Users

성별 특성에 따른 무선인터넷 서비스 품질, 만족도, 추가사용 의도의 관계 분석 :휴대폰 사용자를 중심으로

Since 1999, mobile internet service has been increasing rapidly. According to the Ministry of Information and Communication (MIC) of the Republic of Korea, the size of mobile service market is forecasted to be valued at approximately 10.5 trillion won in 2007. For this reason, many mobile service providers have adopted customer-centered strategy for the successful business in the mobile internet services. Thus, this research examines the rations of service quality, user satisfaction, and additional use intentions with 88 users (male and female) of mobile internet service using structural equation model (SEM). The result shows that there is a difference between male and female using mobile internet service regarding the quality factors of mobile internet service. This study provides some guidelines for the successful strategic planning of customer-centered mobile internet services in gender.