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http://dx.doi.org/10.17662/ksdim.2011.7.1.143

A Study on Strategy for Promoting Mobile Application Market  

Go, Nak Hyun (한국외국어대학교 대학원 경영정보학과)
Jeon, Joong Yang (건국대학교 밀러MOT스쿨 기술경영학과)
Bae, Soon Han (한양대학교 대학원 경영학과)
Publication Information
Journal of Korea Society of Digital Industry and Information Management / v.7, no.1, 2011 , pp. 143-156 More about this Journal
Abstract
Mobile & Telecommunication industry have been improved in recent years, many different and different shape devices have been introduced and relative services also consistently have been developed as well. Mobile users also demand new service and diverse contents different from vice oriented services and its quality improvement. Recently Smartphone has shown up and changed Mobile & Telecommunication industry and lead activating the industry. Particularly Smartphone users enjoy many different functions and service provided by Application Market. Actually this Application Market would lead improving Mobile& Telecommunication industry. This fact is worthy of notice. Therefore This study focus on Application Market and analyse what determinants affect user's intention to use Application Market. Mainly e-Servqual and TAM model are applied and research model was established and empirically tested. As a result information, transaction and design quality significantly effect on user's intention and perceived usefulness and easy of use also significantly more effect on user's intention. There will be several implications to establish strategy for application market based on this results.
Keywords
Smartphone; Mobile Application Market; TAM; e-Servqual;
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