• Asia pacific journal of information systems
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• 제24권3호
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• pp.299-323
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• 2014

The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advantage that it can provide contents and services suitable for the user by identifying user location accurately. Offering such diverse advantages, location based services are increasingly used. In addition, for use of location based services, release of user's personal information and location data is essentially required. Regarding personal information and location data, in addition to IT companies, general companies also are conducting various profitable businesses and sales activities based on personal information, and in particular, personal location data, comprehending high value of use among personal information, are drawing high attentions. Increase in demand of personal information is raising the risk of personal information infringement, and infringements of personal location data also are increasing in frequency and degree. Therefore, infringements of personal information should be minimized through user's action and efforts to reinforce security along with Act on the Protection of Personal Information and Act on the Protection of Location Information. This study aimed to improve the importance of personal information privacy by empirically analyzing the effect of perceived values on the intention to strengthen location information security and continuously use location information for users who received location-based services (LBS) in mobile environments with the privacy calculation model of benefits and risks as a theoretical background. This study regarded situation-based provision, the benefit which users perceived while using location-based services, and the risk related to personal location information, a risk which occurs while using services, as independent variables and investigated the perceived values of the two variables. It also examined whether there were efforts to reduce risks related to personal location information according to the values of location- based services, which consumers perceived through the intention to strengthen security. Furthermore, it presented a study model which intended to investigate the effect of perceived values and intention of strengthening security on the continuous use of location-based services. A survey was conducted for three hundred ten users who had received location-based services via their smartphones to verify study hypotheses. Three hundred four questionnaires except problematic ones were collected. The hypotheses were verified, using a statistical method and a logical basis was presented. An empirical analysis was made on the data collected through the survey with SPSS 12.0 and SmartPLS 2.0 to verify respondents' demographic characteristics, an exploratory factor analysis and the appropriateness of the study model. As a result, it was shown that the users who had received location-based services were significantly influenced by the perceived value of their benefits, but risk related to location information did not have an effect on consumers' perceived values. Even though users perceived the risk related to personal location information while using services, it was viewed that users' perceived value had nothing to do with the use of location-based services. However, it was shown that users significantly responded to the intention of strengthening security in relation to location information risks and tended to use services continuously, strengthening positive efforts for security when their perceived values were high.

• Asia pacific journal of information systems
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• 제23권3호
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• pp.1-23
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• 2013

Open Source Software Development (OSSD) differentiates itself from traditional closed software development in that it reveals its source codes online and allows anyone to participate in projects. Even though its success was in doubt, many of the open collaborative working models produced successful results. Academia started to get interested in how developers are willing to participate even when there are no extrinsic rewards for their efforts. Many studies tried to explain developers' motivations, and the pursuit of ideology, reputation, and altruism are found to be the answers. Those studies, however, focused mostly on how the first contribution is made out of a certain motivation. Nowadays, OSSD reaches at its maturity and 70% of professional developers have used or utilized open source software or code in their works. As the proportion of people experiencing OSS, the accounts from previous studies are expected to be weakened. Also, extant literature fails to explain how the motivation of participating in OSS evolves over time and experiences. Given that changing over time or over experiences is the natural in the perception of motivation, studies in an attempt to understand how the motivation changes or evolves are in need. In this study, we aimed to explain how the perception about OSS from past usage or related experiences leads to the intention to sustain OSS participations. By doing so, we try to bridge the gap between previous studies and the actual phenomenon. We argued that perceived instrumentality about OSS learned from past experiences will first affect the formation of organizational identity towards general OSS community. And once the organizational identity is formed, it will affect the one's following behaviors related to OSS development, most likely to sustain the favoring stance toward OSS community. Our research distinguishes itself from previous one in that it divides the paths from organizational identity formed to the intention to sustain the voluntary helping behaviors, by altruistic and conforming intentions. Drawing on this structural model, we could explain how organizational identity engages in forming the sustaining intention from past experiences, and that the intention to help at individual level and organizational level works at different level in OSS community. We grounded our arguments on Social identity theory and Organizational Citizenship theory. We examined our assumption by constructing a structural equation model (SEM) and had 88 developers to answer our online surveys. The result is analyzed by PLS (partial least square) method. Consequently, all paths but one in our model are supported, the one which assumed the association between perceived instrumentality and altruistic intention. Our results provide directions in designing online collaborative platforms where open access collaboration is meant to occur. Theoretically, our study suggests that organizational citizenship behavior can occur from organizational identity, even in bottom-up organizational settings. More specifically, we also argue to consider both organizational level and individual level of motivation in inducing sustained participations within the platforms. Our result can be interpreted to indicate the importance of forming organizational identity in sustaining the participatory behaviors. It is because there was no direct association between perceived instrumentality from past experiences and altruistic behavior, but the perception of organizational identity bridges the two constructs. This means that people with no organizational identity can sustain their participations through conforming intention from only the perception of instrumentality, but it needs little more than that for the people to feel the intention to directly help someone in the community-first to form the self-identity as a member of the given community.

• 한국초지조사료학회지
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• 제39권4호
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• pp.258-263
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• 2019

본 연구는 근적외선분광법을 이용한 수입 건초의 신속한 품질 평가를 위하여 2016년부터 2019년까지 전국 건초 수입상, TMR 회사와 축산 농가에서 화본과와 두과 수입 목건초 392점을 수집하여 수입 건초의 품질평가 NIR-DB를 구축하고 구축된 DB를 바탕으로 최적의 품질평가 검량식을 개발하고 검증하였다. 수집된 건초 시료는 근적외선 분광기를 이용하여 스펙트라를 측정한 후 측정된 스펙트라와 실험실 분석값간에 상관관계를 이용한 다변량회귀분석법을 통하여 검량식을 작성한 다음 각 성분별로 예측 정확성을 평가하였다. 수입건초의 수분함량 평가에 대한 예측 능력은 각각 SEC 0.50%(R²=0.92)와 SECV 0.61%(R²=0.87)로 나타났으며 ADF와 NDF 함량의 예측능력은 각각 SEC 0.56% (R²=0.98), SECV 0.65%(R²=0.97) 및 SEC 0.36%(R²=0.97), SECV 0.40%(R²=0.95)로 나타났다. 조단백질 함량은 각각 SEC 0.04%(R²=0.99)와 SECV 0.06%(R²=0.98)로 조사료의 사료가치 평가 성분 중 가장 우수한 예측능력을 나타내었으며 총가소화양분 (TDN)과 건초의 품질 등급인 상대사료가치 (RFV)의 예측 능력은 각각 SEC 0.44%(R²=0.98), SECV 0.51%(R²=0.96) 및 SEC 2.63% (R²=0.97), SECV 3.04%(R²=0.96)로 나타났다. 이상의 결과를 종합해보면 근적외선분광법을 이용하여 국내에 수입된 외국 건초의 수분함량과 각종 영양성분을 적은 오차범위에서 분석·평가가 가능하였다.

• 한국초지조사료학회지
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• 제32권3호
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• pp.301-308
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• 2012

본 연구는 근적외선분광법의 현장 이용성 및 이탈리안 라이그라스 원물 사일리지의 신속한 품질평가를 위한 근적외선 검량식을 개발하기 위하여 전국에서 이탈리안 라이그라스 사일리지 약 450여 점을 수집하였다. 각각의 시료는 근적외선 분광기를 이용하여 스펙트럼을 측정한 후 측정된 스펙트럼과 실험실 분석값 간에 상관관계를 이용한 다변량회귀분석법을 통하여 검량식을 유도한 다음 각 성분별로 예측 정확성을 평가하였다. 이탈리안 라이그라스 원물 사일리지의 수분 함량에 대한 검량식 개발 결과는 검량식 작성시 표준오차(SEC)가 0.94% ($R^2$=0.99)로 매우 우수한 정확성을 보였으며 개발된 검량식의 상호검증(SECV) 결과는 1.27% ($R^2$=0.98)로 나타났다. ADF, NDF 및 조단백질 함량 평가를 위해 개발된 검량식의 상호검증(SECV) 결과는 각각 1.26% ($R^2$=0.88), 2.0% ($R^2$=0.84) 및 0.96% ($R^2$=0.93)으로 나타났으며 조회분함량 평가에 대한 검량식 개발 결과는 다소 낮은 정확성(SECV 0.72%, $R^2$=0.62)을 나타내었다. 사일리지의 발효품질의 주요 평가항목인 pH와 젖산함량 평가에 대한 검량식 개발결과(SEC)는 각각 0.41 ($R^2$=0.85), 0.18% ($R^2$=0.92)로 나타났으며 개발된 검량식의 상호검증 결과(SECV)는 각각 0.56 ($R^2$=0.78), 0.31%(0.81)로 나타났다.

• Asia pacific journal of information systems
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• 제24권4호
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• pp.611-635
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• 2014

Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users' perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be 'actual' usage in a strict sense that responders' perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be 'real' quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using 'fact' data such as system logs and specifications of users' information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based measure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user's device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak ($R^2$=0.064). Second, fact-based system quality (quality of user's device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users' past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users' actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.

• 한국식품위생안전성학회지
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• 제34권3호
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• pp.235-241
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• 2019

본 연구는 농산물 중 잔류허용기준 신설 예정 농약인 가스가마이신의 안전 관리를 위한 공정 시험법을 개발하기 위하여 수행되었다. 가스가마이신은 단백질 합성과정 중 번역 개시 단계를 저해하여 균의 증식을 억제하는 작용기작을 가지고 있으며 특히 사상균인 Piricularia oryzae에 의해 발병하는 도열병을 예방하는 데 효과적이다. 현재 우리나라에는 농산물 중 가스가마이신의 잔류물의 정의가 설정되어 있지 않고 모화합물 만을 잔류물의 정의로 예정하고 있다. 또한 잔류허용기준이 설정된 농산물이 없기 때문에 모든 국내 재배 농산물 또는 수입 농산물 유통 시 실시하는 잔류농약 검사에서 농약 허용물질목록관리제도(Positive List System; PLS)에 의하여 잔류량이 0.01 mg/kg 이하가 되어야 한다. 이에 농산물 중 잔류농약 분석 및 검사를 위한 공정 시험법 마련이 시급하여 본 연구에서는 대표농산물 5종(현미, 감자, 대두, 감귤, 고추)을 대상으로 시험법을 개발하고자 하였다. 따라서 수용성 유기용매인 메탄올의 적용과 수산화나트륨을 이용한 pH 조절을 통한 추출법 및 HLB 카트리지를 이용한 정제법을 최적화하여 LC-MS/MS에 의한 분석법을 확립하였다. 가스가 마이신의 시험법 정량한계는 0.01 mg/kg이며 5종의 농산물에 0.01, 0.1 및 0.5 mg/kg의 처리농도로 회수율 실험을 한 결과 평균 회수율은 71.2~95.4%이었고, 상대표준 편차는 12.1% 이하로 조사되었다. 이러한 검증 결과는 국제식품규격위원회 가이드라인(CAC/GL 40-1993, 2003)의 잔류농약 분석 기준 및 식품의약품안전평가원의 '식품등 시험법 마련 표준절차에 관한 가이드라인(2016)'에 적합한 수준임을 확인하였다. 따라서 본 연구에서 개발한 시험법은 국내 및 수입 농산물 중 가스가마이신의 안전 관리를 위한 공정시험법으로 활용될 수 있으며 잔류물의 정의 및 잔류허용기준을 설정하는 데 기초자료로써 활용 가능할 것이다.

• 한국식품위생안전성학회지
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• 제36권3호
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• pp.220-227
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• 2021

Fluoroimide는 감과 감자의 둥근무늬낙엽병과 역병을 억제하는데 효과가있는 살진균제로서, 이전 사용되었던 fluoroimide의 시험법은 전처리시 발암물질인 benzene을 사용하는 문제가 있었으며, 복잡한 시험법으로 인해 시간이 오래걸리고 효율이 떨어지는 단점이 있었다. 또한, fluoroimide의 특성상 산성에서 안정한 편이므로 전처리 시 이를 고려해야 하는 문제가 있었으며, PLS시행에 따라 기존의 정량한계인 0.05 mg/kg보다 낮은 정량한계 요구로 인해 fluoroimide에 대한 새로운 전처리방법이 필요하였다. Fluoroimide가 산성에서 안정한 특성을 고려하여, 추출 시 4N의 염산을 사용하였고 용매는 acetic acid가 포함된 acetonitrile을 사용하였으며, MgSO₄와 NaCl을 통해 추출하였다. 정제는 C₁₈ (Octadecylsilane)과 GCB (graphitized carbon black)를 첨가하여 정제하였으며, 기기분석은 LC-MS/MS로 분석하였다. 대표농산물 5종(현미, 감자, 대두, 감귤, 고추)을 대상으로 정량한계(0.01 mg/kg), 정량한계 10배(0.1 mg/kg), 정량한계 50배(0.5 mg/kg)의 수준으로 회수율 실험을 5반복 실시하였으며, 그 결과는 농산물 5종에서 85.7-106.9%의 회수율을 확인하였으며, 분석오차는 15.6% 이하의 결과를 보여, 국제식품 규격위원회 가이드라인의 잔류농약 분석 기준 및 '식품등 시험법 마련 표준절차에 관한 가이드라인(2016)'에 부합하였다. 상기의 결과를 통해 개선한 fluoroimide의 시험법은 benzene을 대체해 실험자의 안전성을 확보하였고, QuEChERS법을 적용하여 효율을 높여, 안전관리에 대한 공정시험법으로서 활용가능할 것으로 사료된다.

• 한국식품위생안전성학회지
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• 제37권3호
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• pp.136-142
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• 2022

메토프렌은 살충제로 곤충의 성장을 방해하는 유충호르몬 유사체로 널리 사용되고 있다. 국내 축산물에 대한 MRL은 0.05-0.1 mg/kg 수준으로 설정되어 있지만 PLS제도가 축산물을 대상으로 확대될 수 있기 때문에 0.01 mg/kg 이하에서 정량이 가능한 시험법이 필요하다. 기존의 식품공전에 존재하던 시험법(식품의약품안전처 공고 제 2021-69호, '21.8.9.)은 우유와 그 외 축산물의 전처리 과정이 서로 상이할 뿐 아니라 충전칼럼을 사용하여 노후화되고 복잡하다는 단점이 있다. 본 연구에서는 비교적 간편하며 분석 시간이 적게 소요되는 QuEChERS법을 활용하여 0.01 mg/kg의 정량한계를 만족하는 메토프렌 시험법을 마련하고자 하였다. 메토프렌의 물리·화학적 특성을 고려하여 1% 아세트산을 함유한 아세토니트릴:아세톤(1:1) 혼합액을 이용하여 진탕 추출 후 d-SPE를 이용한 정제조건을 확립하여 LC-MS/MS를 이용한 시험법을 개발하였다. 메토프렌의 결정계수(R²)는 0.99 이상으로 높은 직선성을 보여주었고, 정량한계는 0.01 mg/kg으로 높은 감도를 나타내었다. 대표 축산물 6종(소고기, 돼지고기, 닭고기, 우유, 계란, 지방)에 대하여 정량한계, 정량한계 10배, 정량한계 50배 수준으로 처리한 다음 회수율 실험을 한 결과 평균 회수율이 79.5-105.1%이었으며 상대표준편차는 14.2% 이하로 확인되었다. 본 연구는 국제식품규격위원회 가이드라인(Codex Alimentarius Commission, CAC/GL40)의 잔류농약 분석 기준 및 식품의약품안전평가원의 '식품등 시험법 마련 표준절차에 관한 가이드라인(2016)'에 적합한 수준임을 확인하였다. 따라서 본 연구에서 개발한 시험법은 추후 교차검증을 거쳐 축산물 중 잔류할 수 있는 메토프렌의 안전관리를 위한 공정시험법으로 활용 가능할 것이다.

• Asia pacific journal of information systems
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• 제22권3호
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• pp.53-74
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• 2012

A challenge in fostering virtual communities is the continuous supply of knowledge, namely members' willingness to contribute knowledge to their communities. Previous research argues that giving away knowledge eventually causes the possessors of that knowledge to lose their unique value to others, benefiting all except the contributor. Furthermore, communication within virtual communities involves a large number of participants with different social backgrounds and perspectives. The establishment of mutual understanding to comprehend conversations and foster knowledge contribution in virtual communities is inevitably more difficult than face-to-face communication in a small group. In spite of these arguments, evidence suggests that individuals in virtual communities do engage in social behaviors such as knowledge contribution. It is important to understand why individuals provide their valuable knowledge to other community members without a guarantee of returns. In virtual communities, knowledge is inherently rooted in individual members' experiences and expertise. This personal nature of knowledge requires social interactions between virtual community members for knowledge transfer. This study employs the social capital theory in order to account for interpersonal relationship factors and identity theory for individual and group factors that may affect knowledge contribution. First, social capital is the relationship capital which is embedded within the relationships among the participants in a network and available for use when it is needed. Social capital is a productive resource, facilitating individuals' actions for attainment. Nahapiet and Ghoshal (1997) identify three dimensions of social capital and explain theoretically how these dimensions affect the exchange of knowledge. Thus, social capital would be relevant to knowledge contribution in virtual communities. Second, existing research has addressed the importance of identity in facilitating knowledge contribution in a virtual context. Identity in virtual communities has been described as playing a vital role in the establishment of personal reputations and in the recognition of others. For instance, reputation systems that rate participants in terms of the quality of their contributions provide a readily available inventory of experts to knowledge seekers. Despite the growing interest in identities, however, there is little empirical research about how identities in the communities influence knowledge contribution. Therefore, the goal of this study is to better understand knowledge contribution by examining the roles of social capital and identity in virtual communities. Based on a theoretical framework of social capital and identity theory, we develop and test a theoretical model and evaluate our hypotheses. Specifically, we propose three variables such as cohesiveness, reciprocity, and commitment, referring to the social capital theory, as antecedents of knowledge contribution in virtual communities. We further posit that members with a strong identity (self-presentation and group identification) contribute more knowledge to virtual communities. We conducted a field study in order to validate our research model. We collected data from 192 members of virtual communities and used the PLS method to analyse the data. The tests of the measurement model confirm that our data set has appropriate discriminant and convergent validity. The results of testing the structural model show that cohesion, reciprocity, and self-presentation significantly influence knowledge contribution, while commitment and group identification do not significantly influence knowledge contribution. Our findings on cohesion and reciprocity are consistent with the previous literature. Contrary to our expectations, commitment did not significantly affect knowledge contribution in virtual communities. This result may be due to the fact that knowledge contribution was voluntary in the virtual communities in our sample. Another plausible explanation for this result may be the self-selection bias for the survey respondents, who are more likely to contribute their knowledge to virtual communities. The relationship between self-presentation and knowledge contribution was found to be significant in virtual communities, supporting the results of prior literature. Group identification did not significantly affect knowledge contribution in this study, inconsistent with the wealth of research that identifies group identification as an important factor for knowledge sharing. This conflicting result calls for future research that examines the role of group identification in knowledge contribution in virtual communities. This study makes a contribution to theory development in the area of knowledge management in general and virtual communities in particular. For practice, the results of this study identify the circumstances under which individual factors would be effective for motivating knowledge contribution to virtual communities.

• 마케팅과학연구
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• 제19권1호
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.