실망감이 모바일 포털서비스 사용에 대한 전환의도 및 구전에 미치는 영향: 가치기반수용모형을 기반으로

Abstract

A portal service is a typical mobile Internet service. Almost everyone visits and uses portal services through mobile devices. It provides various services such as news, information, and e-mail to help consumers easily use various services. Consumers constantly use portal services to visit because of a variety of factors, and the influence of portal service providers is increasing. This study extends the Value-based acceptance model to analyze the effects of switching intention and word-of-mouth intention on mobile portal service. In this study, we try to differentiate from the existing studies through the parameter of disappointment. In addition, we present an analysis of the switching intention in order to derive the corporate strategy to prevent the departure of mobile service and try to make a new approach to the word-of-mouth intention which has a great power in the mobile environment. The negative impact of disappointment is expected to have a negative word of mouth.