실망감이 모바일 포털서비스 사용에 대한 전환의도 및 구전에 미치는 영향: 가치기반수용모형을 기반으로The Effects of Disappointment on Switching Intention and Word-of-Mouth Intention on Mobile Portal Service Usage : using Value-based Adoption Model
- Other Titles
- The Effects of Disappointment on Switching Intention and Word-of-Mouth Intention on Mobile Portal Service Usage : using Value-based Adoption Model
- Authors
- 김진민; 김재영
- Issue Date
- 2019
- Publisher
- 한국인터넷전자상거래학회
- Keywords
- Disappointment; Switching Intention; VAM (Value-based adoption model); Word-of-Mouth
- Citation
- 인터넷전자상거래연구, v.19, no.1, pp.115 - 128
- Indexed
- KCI
- Journal Title
- 인터넷전자상거래연구
- Volume
- 19
- Number
- 1
- Start Page
- 115
- End Page
- 128
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/70093
- DOI
- 10.37272/JIECR.2019.02.19.1.115
- ISSN
- 1598-1983
- 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.
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Collections - Graduate School > Department of Corporate Management > 1. Journal Articles
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