Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Factors Influencing on the Channel Satisfaction and Channel Preference of the Mobile Commerce

모바일 상거래의 채널만족과 채널선호에 영향을 미치는 요인

  • Jang, Sung-Hee (Department of Business & Venture, Jinju National University) ;
  • Kim, Yong-Soo (Department of Computer & Information, Gyeongnam Provincial Geochang College)
  • 장성희 (진주산업대학교 벤처경영학과) ;
  • 김용수 (경남도립거창대학 컴퓨터정보시스템과)
  • Published : 2009.12.31
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Abstract

This aims of this study is to examine the factors influencing on the channel satisfaction and preference of the mobile commerce. This model tests various theoretical research relating to technology acceptance model(TAM), transaction cost theory and service quality. The model is tested Structural Equation Modeling(SEM) using AMOS 7.0 analysis on the sample collected from 320 respondents. The result of hypothesis testing is as follows. First, usefulness, asset specificity, uncertainty, trust and responsiveness were influenced by channel satisfaction. Second, channel satisfaction was influenced positively by channel preference.

본 연구의 목적은 모바일 상거래의 채널만족과 채널선호에 영향을 미치는 요인을 분석하는 것이다. 기술수용모형, 거래비용이론 그리고 서비스 품질에 대한 이론적 배경을 바탕으로 연구모형을 설정하였으며, 모바일 사용자 320명을 대상으로 AMOS 7.0 통계패키지를 이용하여 실증연구를 수행하였다. 연구결과, 유용성, 자산특유성, 불확실성, 신뢰, 응답성이 채널만족에 유의한 영향을 미쳤으며, 채널만족이 채널선호에 유의한 영향을 미치는 것으로 나타났다.

Keywords

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