Browse > Article

The Impacts of Perceived Usefulness, Ease of Use, Reputation, and Usage Fee of the Internet Entertainment Service on the Use of the Service  

Kim, Chy-Heon (연세대학교 대학원 경영학과)
Kim, Joon-S. (연세대학교 경영학과)
Publication Information
Asia pacific journal of information systems / v.13, no.3, 2003 , pp. 85-106 More about this Journal
Abstract
Recently, firms which have offered a "free Internet service" to their customers, are considering a "charged Internet service" for increasing a company's profit. But they have doubts about the results, because consumers may fly away from their web-site easily and may discontinue using their services. The purpose of this study is to investigate which factors make consumers use the charged Internet services. To do this, the factors, which are ease of using the service, usefulness of the service, the reputation of the service provider, service cost, and the intention to use the service as a mediator, are analyzed. To achieve this research objective, a structural equation model was constructed and a field study method was used. The findings are summarized as follows: First, ease of using the service, usefulness of the service, and service cost have significant impacts on the charged Internet service usage through the intention to use. Especially, although service cost influences on the service usage largely, the usefulness of the service has a bigger impact on the charged Internet service usage than service cost. Second, the reputation of the service provider does not have any impact on the service usage. Third, consumers using only the free Internet service tend to hesitate about using the "charged Internet service" because they doubt its ease of use and usefulness in spite of the service cost.
Keywords
Citations & Related Records
연도 인용수 순위
  • Reference
1 김진우, 인터넷 비즈니스.com, 영진.com, 2000
2 이학식, 안광호, 하영원, 소비자 행동, 법문사, 1996
3 이호근, 성대원, 이승창, '인터넷 중고차 사이트의 신뢰형성요인과 구매의도에 미치는 영향에 관한 연구,' 2002년도 한국경영정보학회 추계학술대회 논문집, 2002, pp. 615-630
4 정보통신부, '인터넷 사용자수 및 사용 행태 조사 요약 결과보고서,' 2001
5 한국인터넷정보센터, '인터넷 사용자수 및 사용행태조사 요약 결과 보고서,' 2002
6 Adams, D.A., Nelson, R.R. and P.A. Todd, 'Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication,' MIS Quarterly, Vol. 16, No. 2, June 1992, pp. 227-247   DOI   ScienceOn
7 Chin, W.W. and Todd, P.A., 'On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research: A Note of Caution,' MIS Quarterly, Vol. 19 No. 2, 1995, pp. 237-246   DOI   ScienceOn
8 Lederer, A.I., Maupin, D.J., Sena, M.P. and Y. Zhuang, 'The Technology Acceptance Model and the World Wide Web,' Decision Support Systems, Vol. 29, No. 3, 2000, pp. 269-282   DOI   ScienceOn
9 김지연, 서창교, 이형석, '인터넷 쇼핑몰 사용의도에 영향을 미치는 요인,' 2002 넌도 한국경영정보학회 춘계학술대회 논문집, pp. 875-884
10 Davis, F.D., Bagozzi, R.P. and P.R. Warshaw, 'Extrinsic and Intrinsic Motivation to Use Computers in the Workplace,' Journal of Applied Social Psychology, Vol. 22, 1992, pp. 1111-1132   DOI
11 Joseph F.H.Jr., Anderson, R.E., Tatham, R.L. and B.J. Grablowsky, Multivariate Data Analysis with Readings, Division of Petroleum Publishing Company, Tulsa, Oklahoma, 74101, 1979
12 Smith, B.J. and Barclay, D.W., 'The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships,' Journal of Marketing, Vol. 61, 1997, pp. 3-21   DOI   ScienceOn
13 김범종, SPSS/PC+ 사용법과 통계분석 기법해설, 학현사, 1996, p. 19
14 Doney, P.M. and Cannon, J.P., 'An Examination of the Nature of Trust in BuyerSeller Relationships,' Journal of Marketing, Vol. 28, August 1991, pp. 307-319   DOI   ScienceOn
15 Reichheld, F.F., Markey, R.G. and C. Hopton, 'The Loyalty Effect - The Relationship between Loyalty and Profits,' European Business Journal, London, 2000b
16 김성언, 나선영, '전자 상거래 기업의 성공을 위한 소비자 구매의도 영향요인 분석,' 경영정보학연구, 제10권, 제3호, 2000, pp. 1-60
17 손달호, '정보기술이론에 대한 횡단적 연구,' 경영학연구, 제30권, 제2호, 2001, pp. 349-368
18 Bakos, J.Y., 'Reducing Buyer Search Cost: Implications for Electronic Marketplaces,' Management Science, Vol. 43, No. 12, 1997, pp. 1676-1692   DOI   ScienceOn
19 양희동, 최인영, '사회적 영향이 정보 시스템 수용에 미치는 영향: 정보기술 수용모형 (Technology Acceptance Model)에서,' 경영정보학연구, 제11권, 제3호, Sep. 2001, pp. 166-184
20 조광행, 임채운, '고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구,' 마케팅연구, 제14권, 제1호, 1999, pp. 47-74
21 안준모, 이국희, '인터넷 쇼핑 환경에서의 고객 충성도에 영향을 미치는 요인에 관한 연구: 국내 인터넷 쇼핑몰 산업을 중심으로,' 경영정보학연구, 제11권, 제4호, Dec. 2001
22 Ajzen, I. and Fishbein, M., Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood, NJ, 1980
23 이장우, '인터넷 쇼핑몰의 점포 애호도 결정요인에 관한 연구,' 연세대학교, 석사학 위논문, 2000
24 Reichheld, F.F. and Schefter, P., 'E-Loyalty: Your Secret Weapon on the Web,' Harvard Business Review, July-August 2000a, pp. 105-113
25 Igbaria, M., Guimaraes, T. and G.B. Davis, 'Testing the Determinants of Microcomputer Usage via a Structural Equation Model,' Journal of Management Information Systems, Vol. 11, No. 4, 1995a, pp. 87-114
26 이문규, '서비스 충성도의 결정 요인에 관한 연구,' 마케팅연구, Vol. 14, Jan. 1999, pp. 21-45
27 Rayport, J.F. and Jaworski, B.J., e-Commerce, McGraw-Hill, 2002
28 장창범, 오재인, 'The Technology Acceptance Model and the Mobile Internet,' 2002년도 한국경영정보학회 춘계학술대회논문집, pp. 561-578
29 Davis, F.D., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' MIS Quarterly, Vol. 13, No. 3, 1989, pp. 319-340   DOI   ScienceOn
30 Fishbein, M. and Ajzen, I., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison Wesley Reading, MA., 1988
31 Parasuraman, A., Zeithaml, V.A. and L.L. Berry, 'A Conceptual Model of Service Quality and Its Implication for Future Research,' Journal of Marketing, Vol. 49, Fall 1985
32 김재윤, 노재범, '산업지도를 바꾸는 인터넷 비즈니스,' 삼성경제연구소, 1999