모바일 서비스에서 확장된 기술수용모형을 활용한 유ㆍ무료의 조절효과 분석Moderating effects of charging on an expanded technology acceptance model in mobile service
- Other Titles
- Moderating effects of charging on an expanded technology acceptance model in mobile service
- Authors
- 김진민; 김재영
- Issue Date
- 2018
- Publisher
- (사)디지털산업정보학회
- Keywords
- Charged service; Free service; Mobile apps; Moderating effects; Technology acceptance model (TAM)
- Citation
- (사)디지털산업정보학회 논문지, v.14, no.4, pp.229 - 239
- Indexed
- KCI
- Journal Title
- (사)디지털산업정보학회 논문지
- Volume
- 14
- Number
- 4
- Start Page
- 229
- End Page
- 239
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/78637
- DOI
- 10.17662/ksdim.2018.14.4.229
- ISSN
- 1738-6667
- Abstract
- In this paper, we propose a strategy of charging by analyzing the difference of path coefficient according to whether consumers are free or not, rather than presenting strategies for charging. Mobile devices have become so popular that they are called necessities. Companies have to adapt to the mobile environment and respond to the situation, and have to expand market opportunities strategically. In this study, we extend the technology acceptance model to analyze the incentives of consumers' behavior by analyzing the difference in the effect consumers perceive as a moderating variable, whether paid or free. Efforts to maximize company's inherent profit continue, and in particular, charging is a strategy that all companies should pursue in the mobile environments. It is necessary to grasp the degree of the consumer's response to free and charge. The model of satisfaction with the continuous use and the word-of-mouth intention, which is the behavior intention, is presented by adding parameters of satisfaction to the technology acceptance model. In addition, we try to derive implications by analyzing the influence of moderating effects of whether free or not.
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Collections - Graduate School > Department of Corporate Management > 1. Journal Articles
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