• Asia pacific journal of information systems
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• v.25 no.4
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• pp.662-685
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• 2015

The use of global mobile technology has increased exponentially. In particular, a survey of consumers in the Philippines showed that 83% "could not live" without their mobile phones. We investigated factors, such as ease of use and personal innovativeness, to elucidate the consumer adoption of mobile technologies in the Philippines, to integrate existing adoption theories for academics and provide recommendations to practitioners based on our findings. Our research questions are as follows: (1) What key factors drive adoption of mobile technologies by Filipino consumers?; (2) Are Filipino consumers innovative in their use of mobile technologies?; And (3) How can telecom companies retain their customers? A structural equation model, which was built from a survey of 528 mobile Filipino consumers, showed support for repurchase intention to use mobile technologies. The hypotheses were generally supported by variables related to mobile phone usage with the Philippine consumer sample. Results support all of the hypothesized relationships for consumers using mobile technologies. Personal innovativeness did load on both attitude and repurchase intention for mobile applications as originally hypothesized but was strongly loaded for attitude toward using. This research is a first step in understanding the adoption of mobile applications by Filipino consumers. We initially hypothesized that consumer behavior toward mobile applications would involve constructs of innovativeness, ease of use, and satisfaction; however, we found that ease of use was less significant in understanding repurchase intention to use mobile technologies. Personal innovativeness was more important in explaining satisfaction with mobile application attitudes and repurchase intention. The Filipino context of this study also provides other interesting implications. As the Philippines transitions into a more international market, western products start to guide market behavior, particularly consumer adoption.

• Journal of Information Technology Services
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• v.11 no.2
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• pp.19-47
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• 2012

Contemporary smartphone competition is generally described as the battle between Apple's proprietary platform and Google's open platform. However, this competition is not limited within smartphone adoption itself. User's pre-adoption of one mobile platform via smartphone can be connected to the post-adoption of the same mobile platform based on the other smart devices (e.g. smart pad). In this study, we investigate whether user's preference to a certain platform is persistent over mobile ecology, from the pre-adoption of one smart device to the post-adoption of following devices. For this investigation, we adopt the dual-model as the ground theory, where post-adoption of IT product is explained by both dedication and constraint factors. The empirical testing first evidences that dual model works well as our research model for identifying the reasons of post-adoption. Next, we group our data into two parts in order to compare the switching behavior of iPhone users and Android phone users. iPhone users show much lower switching rate to Android based smart pads, while Android phone users show higher churn rate to iPad (49.3% : 96.3%). Especially, satisfaction showed much stronger effect than switching cost on the continuing intention of existing platform, when the analysis is given to the iPhone user's group. From this result, we can conjecture the relatively stronger loyalty of iPhone users. More managerial implications on the mobile platform strategy are driven.

• Journal of the Ergonomics Society of Korea
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• v.29 no.4
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• pp.655-659
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• 2010

The objective of this study is to quantitatively incorporate user observation into usability evaluation of mobile interfaces using monitoring techniques in first- and third-person points of view. In this study, an experiment was conducted to monitor and record users' behavior using Ergoneers Dikablis, a gaze tracking device. The experiment was done with 2 mobile phones each with a button keypad interface and a touchscreen interface for comparative analysis. The subjects included 20 people who have similar experiences and proficiency in using mobile devices. Data from video recordings were coded with Noldus Observer XT to find usage patterns and to gather quantitative data for analysis in terms of effectiveness, efficiency and satisfaction. Results showed that the button keypad interface was generally better than the touchcreen interface. The movements of the fingers and gaze were much simpler when performing given tasks on the button keypad interface. While previous studies have mostly evaluated usability with performance measures by only looking at task results, this study can be expected to contribute by suggesting a method in which the behavioral patterns of interaction is evaluated.

• The Journal of the Korea Contents Association
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• v.20 no.11
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• pp.204-215
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• 2020

We analyze changes of consumption behavior for bundle services for the latest three years focusing on comparing the detailed service types and service providers to understand competition structure in the market. Our major findings and implications are as follows. First, the mobile telecommunication service is certainly deemed to be a major selection criteria for bundling service provider, therefore the leading company in the mobile telecommunication has become more significant market power. Second, IPTV has an important influence for slection of bundling service provider, lately in some cases, rather than broadband Internet. Third, the individual services affecting the selection of bundling service providers clearly showed differentiation among three operators as a mobile telecommunication service of SK Group, a broadband Internet of KT, and an IPTV of LGU+. In addition, the importance of individual services in securing subscribers has been increased as the preference factors to switch a service provider were synchronized with the decision of major bundling service provider. Finally, although it is difficult to find customers' lock-In due to the latest change of their intentions to switch a provider, we find it is continuously necessary to monitor customers' lock-in as there are more long-term customers with re-contracts. Our results provide the policy implications based on the change of competition structure and usage behavior in the bundle market which is not evaluated the competiton situation.

• Journal of Information Technology Applications and Management
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• v.25 no.2
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• pp.1-21
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• 2018

This study aims to investigate the usage patterns of users in Social Network Services (SNS) where is an upsurge. Specifically, the paper considers the reason why young people more and more prefer online (or mobile) SNS activities rather than offline face-to-face social relationship. Furthermore, the drivers which affect SNS usages are considered from users' personal characteristics and social influences. User's personal characteristics include their personalities (extraversion and introversion), narcissism, and life satisfaction. Social influences involve subjective norm, visibility, and image. Affected by personal and social factors in SNS, users intend to show positive self-presentation, which refers to a behavior to selectively expose his/her goodness to others. As one of the most influential drivers affecting SNS usage, the positive self-representation has an effect on the level of SNS usage. Thus, this paper suggests the hypothesized research model focusing on positive self-representation in the relationship among personal characteristics, social influence, and user's behavior in SNS. Empirical data analysis with 100 questionnaires suggests that all hypotheses were adopted except for the effect of visibility among social influence factors on positive self-representation.

• Information Systems Review
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• v.17 no.1
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• pp.93-115
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• 2015

Due to the dramatic increase in usage of smart phones, mobile applications offer a promising public communication channel to effect behavioral change in areas such as energy saving. For this, identifying relationships between applications and behavioral change would be useful for public institutions to formulate more effective public communication strategies. Based on a design science approach, this study examines the effect of design factors of public service-oriented mobile applications such as personalization, accessibility, and representation richness on users' cognitive and affective attitudes. Their effects on behavioral outcome are also investigated. The results of the analysis show that most design factors contribute significantly to the cognitive and affective attitudes of users. In turn, cognitive attitudes affect users' behavioral change in terms of energy saving, while affective attitudes are positively associated with the average usage time of mobile applications and behavioral changes in terms of energy saving.

• International journal of advanced smart convergence
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• v.8 no.2
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• pp.18-29
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• 2019

In the field of Human-Computer Interaction design, persuasive design has gradually been applied to the system development and design process, especially for mobile application design. However, most mobile applications have hitherto a very short using lifecycle. Especially, design features with long-term persuasive effectiveness remain to be further researched and developed. In this study, we focused on investigating and identifying the durative persuasive design characteristics through a data mining process and evaluating the durative effectiveness through a long-term observation process. Total five hundred healthcare-related mobile applications were selected from Apple iTunes Store and a mixed method was conducted to extract the most common persuasive design characteristics. Based on the results of extraction, a representative healthcare-related mobile application was selected as experimental subject. Total one hundred and twenty participants were observed during a six-months experiment and the monitoring data of app usage of all participants was collected once a week. According to the evaluation model for behavior change identification process, participants with habit formation features were proved to have a significant long-term perception level for ten persuasive design characteristics. Further interview research was performed to investigate the participant's long-term perceptions on those characteristics for the purpose of identifying the durative persuasions. The results indicated that a long-term durative effectiveness can be observed and healthcare-related apps designed with those characteristics could have durative effectiveness. This study may contribute to the improvement of future mobile application designs in user experience and durative persuasion, as well as bringing future benefits for both mobile application developers and users.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.131-140
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• 2017

Gift-giving is a special behavior where both givers and receivers are interactively involved. Thus, emotion and satisfaction for both sides are core factors in gift-giving research. Recently, gift-giving expands to a mobile venue by the growth of the industries in Korea. In accordance with this trend, some studies have been conducted regarding mobile gifts called 'Gifticon'. However, most of them focused on the phenomenon based on the usage patterns and motives from the perspectives of givers. This study aimed (1) to figure out the emotional differences according to the action of giving Gifticons, and (2) to understand the effects of role and intimacy on the level of gift satisfaction. The results showed that, recipients felt higher levels of positive emotions such as excitement and thrill than givers whereas givers had different levels of gift-satisfaction depending on the intimacies to the receivers. This study is expected to suggest marketing strategies by providing psychological contemplations to a new form of gift-giving behavior, which is expanding toward a new mobile market. Further, it also suggests managerial implications by understanding the level of consumers' satisfaction from the role in Gifticon-giving situations and the intimacies between givers and recipients.

• Journal of Smart Tourism
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• v.4 no.2
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• pp.25-33
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• 2024

This study examines the factors influencing the use of mobile food ordering applications and their impact on consumption behavior amidst recent societal changes. It re-evaluates the relevance of factors from the UTAUT2 theory in predicting customers' behavioral intentions. Additionally, the study explores the moderating effect of confidence in food safety measures (CFSM). Quantitative research methods are employed. A structured questionnaire that measures the psychological factors, behavioral intention, and actual usage of mobile food ordering applications was used to collect customer data. Regression and moderation analyses are conducted to test the hypotheses and examine the moderating role of CFSM. The findings reveal that performance expectation, effort expectation, and habit significantly predict customers' intention to use mobile food ordering applications. Moreover, for customers with high CFSM, social influence, facilitating conditions, and hedonic motivation add additional contributions to their behavioral intention. This study extends the UTAUT2 theory by applying it to mobile food ordering applications and examining the influence of CFSM. It identifies the specific factors that drive customers' intention to use these applications and highlights the importance of CFSM as a moderating factor. The findings offer theoretical insights and practical implications for researchers and practitioners in the mobile food ordering industry.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.507-516
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• 2022

The purpose of this study was to examine the factors influencing on the smartphone usage time according to the happiness perceived by adolescents. This study underwent the approval procedure for using the raw data of the 13th (2017) Adolescents' Health Behavior Online Survey through the homepage of Korea Centers for Disease Control and Prevention and selected 54,603 persons of 12-18 age groups as subjects of the study. The analysis was performed after generating a complex sample plan file by assigning weights using the IBM SPSS 23.0 program. There were significant differences in general characteristics and physical & psychological characteristics according to the use of the smartphone in the happy group and the unhappy group (p<.05). And there was a statistically significant difference in factors affecting smartphone usage time between the group of adolescents who perceived as happy and the group who perceived themselves as unhappy. It is necessary to improve the quality of life by increasing the level of happiness through the correct use of smartphones among adolescents.