• 아태비즈니스연구
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• 제3권2호
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• pp.8-15
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• 2012

Mobile Entertainment is the new era in mobile communication. Mobile Entertainment service is a combination of games, music, videos, chatting and telecommunication which has created a wide market in India. There is a variation between male and female customers towards Mobile Entertainment services. This study is aimed at analyzing gender impact of attitude, subjective norm, perceived behaviour control intention and behaviour towards mobile entertainment services. The Theory of planned Behaviour (TPB) provided a framework. Total 566 male and 376 female mobile users of different age groups participated in the research. The data analysis was conducted in three-stages. First, reliability tests were performed. Upon satisfactory results, confirmatory factor analysis (CFA) is used to analysis convergent, concurrent and discriminant validity of the model. Once the model was validated Structural Equation Model (SEM) Multi-group analysis is used to find the impact of gender behaviour towards Mobile entertainment services. The results of the study confirmed that the model is viable in predicting variation in gender impact on mobile entertainment services. The findings have revealed that attitude, perceived behaviour control and intention has a significant impact on behaviour to use mobile entertainment but subjective norm has no significant impact on behaviour to use mobile entertainment.

• Journal of Information Technology Applications and Management
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• 제20권1호
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• pp.217-240
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• 2013

Noting that compatibility beliefs are important antecedents of technology adoption, the objective of this study was to assess compatibility beliefs that affect users' intention to adopt a mobile entertainment service (MES). We developed a set of key compatibility beliefs: compatibility with life-style, compatibility with social meaning, and compatibility with past flow experiences. We then defined the key dimensions of each construct and developed operational measures for those dimensions. We tested the theorized effects of each of the compatibility constructs on MES adoption. The results support the effects of compatibility beliefs on users' intentions to adopt MES.

• 한국컴퓨터정보학회지
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• 제14권1호
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• pp.273-285
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• 2006

본 연구는 모바일 VOD 서비스 이용자들의 콘텐츠에 있어 유선 인터넷 VOD 콘텐츠와 모바일 VOD 서비스 이용자들간 이용하는 모바일 VOD 콘텐츠 장르선택과 유선 인터넷 VOD 콘텐츠 선택간에 어떠한 차이가 있는지를 비교하였다. 전체적으로 남성이 여성보다 높은 수준의 VOD활용이 나타났으며 활용 유형은 다양한 콘텐츠와 기분전환, 재미, 프로그램 등에 있어서 남성이 여성보다 상대적으로 높은 수준의 VOD 활용하는 것으로 나타났다. 또한 사용횟수가 높을수록 VOD 활용도 높게 나타났으며, 이에 따라 만족도도 높은 수준으로 나타났다. 또한 인터넷 VOD서비스가 모바일 VOD보다 높은 수준인 것으로 나타나 모바일 VOD 개발을 위한 다양한 프로그램 개발은 물론, 공개적이고 쉬운 요금제도 등을 개발해야 할 것으로 나타났다. 그리고 조사 대상자들은 주로 재미 위주의 프로그램을 이용하기 위하여 VOD를 사용하는 것으로 나타나 VOD에 대한 만족을 높이기 위하여 다양한 프로그램 개발이 필요할 것이다.

• 한국콘텐츠학회논문지
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• 제6권10호
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• pp.89-98
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• 2006

모바일콘텐츠는 무선 단말기에서 서비스되는 모든 콘텐츠를 의미하고 크게 커뮤니케이션, 인포메이션, 엔터테인먼트의 3가지 유형으로 나누어볼 수 있다. 이러한 다양한 유형의 모바일콘텐츠들은 각각의 특성들이 있기 때문에 콘텐츠 유형에 따라 서비스 성공을 위한 영향요인들은 차이가 있을 것이다. 본 논문에서는 모바일 콘텐츠 서비스의 성공에 영향을 미치는 주요 요인들을 도출하고 서비스 유형별로 각 영향요인들은 어떠한 차이가 있는지를 분석해 본다. 또한, 영향요인들의 영향력과 사용자의 인식도를 비교 분석하여 유의한 시사점을 도출한다.

• Management Science and Financial Engineering
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• 제13권2호
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• pp.79-97
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• 2007

This paper investigates the relationship of service quality and user satisfaction in the wired and mobile Internet services based on the integrative framework of both systems. Given a moderate level of reliability and validity, the commonly driven dimensions for measuring service quality include responsiveness, assurance, empathy, convenience, usefulness, and diversity. User satisfaction is measurable by the dimensions of communication/entertainment, finance/economics, location/geography, and information/consulting. We apply the MANOVA tests to evaluate whether each of the service quality dimensions has an overall influence on user satisfaction. Next, multiple regression analyses are conducted to check if unique positive effect exists between each combination of service quality dimensions and user satisfaction dimensions. The results show that service quality must be taken care of with respect to the assurance dimension in order to enhance customer satisfaction in the dimensions of location/geography, which will contribute to increasing the utilization of mobile service. For improving user satisfaction in the dimension of information/consulting, service quality must be supported with respect to assurance and empathy in the mobile Internet market, in addition to diversity, which is the only significant service quality in the wired Internet service.

• 한국정보통신학회논문지
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• 제10권3호
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• pp.586-592
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• 2006

모바일서비스는 정보시스템의 기능을 모바일 환경에서 제공하는 것이라고 할 수 있다. 따라서, 모바일서비스의 성공모형은 정보시스템의 성공모형에 모바일의 특성을 적용하여 도출될 수 있다. 다양한 모바일서비스들이 존재하고 있으며 특히, Commerce, Communication, Entertainmant, Information등은 많이 이용되고 있는 모바일서비스 유형들이다. 본 논문에서는 모바일서비스의 성공에 영향을 미치는 주요 요인들을 도출하고 서비스 유형별로 각 요인들이 어떠한 차이가 있는지를 분석해 본다.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2003년도 가을학술발표대회
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• pp.62-63
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• 2003

• Asia pacific journal of information systems
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• 제16권2호
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• pp.123-141
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• 2006

Mobile games have emerged as the most innovative entertainment technology, adding new revenue streams, taking advantage of the potential of wireless applications and service offerings. Mobile games, as well as PC games, Video games and online games, offer a unique value for users in providing an exciting digital experience in virtual worlds. The overall trend for mobile games is towards bigger, more colorful, more involving and exciting contents, which might build upon the developing capabilities of mobile phones and networks, in order to bring new styles, concepts and experiences of game play to the users. In this paper, we investigate the factors influencing the usage and acceptance of the mobile games, based on the extended version of the Technology Acceptance Model (TAM). Based on data collected from online survey, we show that perceived usefulness, ease of use are the major determinants for mobile game users to play games. Four factors, including ease of use, self-expressiveness, visibility, and innovativeness are empirically shown to determine the level of perceived usefulness; additionally, innovativeness and facilitating conditions are shown to directly affect ease of use. Based upon the statistical results, some useful guidelines for game development and market penetration strategies are also provided.

• 한국산업정보학회논문지
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• 제9권3호
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• pp.46-54
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• 2004

현대사회에서 휴대전화의 보급이 확산되면서 휴대전화와 인터넷이 결합된 무선 인터넷의 모바일이라는 서비스가 나타나게 되었다. 모바일 서비스의 시작과 더불어 모바일 컨텐츠의 개발도 활발하게 이루어지고 있어 기존의 유선 인터넷 환경에서 이루어지던 서비스들이 점차 무선 인터넷 환경의 모바일로 이동되고 있다. 그러나 모바일 환경에서 서비스되고 있는 컨텐츠들은 벨소리, 게임 등 엔터테인먼트 분야가 대부분이며 학습을 위한 컨텐츠는 매우 부족한 상태이다. 본 논문에서는 학습자들이 한정된 자리에서 벗어나 모바일 기기를 이용하여 언제 어디서나 문제은행 학습 컨텐츠에 접속하여 효율적으로 학습할 수 있는 모바일 학습 컨텐츠를 개발하였다.

• Journal of Information Technology Applications and Management
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• 제25권4호
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• pp.123-143
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• 2018

The domestic multiplex industry provides consumers with a choice of movies and a variety of contents and entertainment facilities and services. In addition, the number of movie theaters with the significant market potential is also steadily increasing in the competitive multiplex market environment. For the analysis, we conducted research on 300 adolescents who have experienced using domestic multiplex mobile service within the recent year. This study examined the structural relationship among the multi-dimensional mobile service quality of multiple, enjoyment of use, and online word of mouth intention. Also, it explored the mediating effect of enjoyment of use and the moderating effect of gender in the structural model. As a result, the mobile service quality of multiplex has a significant effect on the online word of mouth intention through the enjoyment of use. However, there was no moderating effect of gender of participating adolescents in the relationships. Based on the analysis of empirical results, this study discussed a series of theocratical and practical implications for the marketing strategies of multiplex in the highly competitive market.