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브랜드앱(Branded App)의 사용의도에 영향을 미치는 요인에 관한 연구:기술수용 모델(TAM)을 중심으로An Investigation of Factors Affecting Consumer Intention to Use Branded App:Focused on Technology Acceptance Model(TAM)

Other Titles
An Investigation of Factors Affecting Consumer Intention to Use Branded App:Focused on Technology Acceptance Model(TAM)
Authors
장성현이정기
Issue Date
2014
Publisher
한국IT서비스학회
Keywords
Branded App(Branded mobile Application); TAM(Technology Acceptance Model)
Citation
한국IT서비스학회지, v.13, no.3, pp.51 - 76
Indexed
KCI
Journal Title
한국IT서비스학회지
Volume
13
Number
3
Start Page
51
End Page
76
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/100457
DOI
10.9716/KITS.2014.13.3.051
ISSN
1975-4256
Abstract
As the smart phone devices gain popularity, companies no longer consider mobile application marketing as an auxiliary marketing tactic. The branded mobile application (branded app) becomes an important part of marketing strategies. This study is an attempt to investigate antecedents of the use intention of the branded app from the perspective of TAM (Technology Acceptance Model). This study takes a macro perspective in explaining the adoption process by incorporating a set of new, yet promising additional variables into the TAM model such as flow experience, benefits, innovation inclination, and customization features. Data were collected by using a survey research. A total of 270 responses were collected. Questionnaires from 25 individuals were removed from the data set due to the insincere responses, leaving the final sample size of 245. Findings support all but one hypotheses of the study. Both perceived utilitarian benefits and customization features of the branded app were found to have positive influences on the perceived usefulness of the branded app. Also, the innovation inclination and perceived entertainment of branded app users showed positive influences on the perceived ease of use of branded app. In addition, it was shown that the perceived usefulness about the use of the branded app influenced positively the flow experience and the users’ attitudes toward branded app. Also, the ease of use perceived by branded app users had positive influences on the perceived usefulness and the user’s attitude toward branded app. However, the ease of use of branded app did not have a significant influence on the flow experience among users. Moreover, the flow experience from the use of branded app users influenced positively the user’s attitude toward branded app. Finally, the users’ attitudes toward branded app had positive influences on their intention to use the branded app. Implications for practitioners and academicians are provided.
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글로벌비즈니스대학 (융합경영학부 글로벌경영전공)
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