모바일 TV 서비스의 사용의도에 영향을 미치는 요인에 대한 연구: 한국 DMB 사용자를 대상으로

Title
모바일 TV 서비스의 사용의도에 영향을 미치는 요인에 대한 연구: 한국 DMB 사용자를 대상으로
Other Titles
A Study of Factors Affecting Usage Intentions of Mobile TV Service: For Korean DMB Users
Author(s)
김기수
Keywords
Mobile TV service; Usage intention; Mobile device; Mobile network service; Contents service; Perceived usefulness; Flow; 모바일 TV 서비스; 사용의도; 모바일 기기; 모바일 네트워크 서비스; 컨텐츠 서비스; 인지된 유용성; 플로우
Issue Date
201008
Publisher
한국경영교육학회
Citation
경영교육연구, no.62, pp.73 - 99
Abstract
In this paper we introduced the basic concept of mobile TV and summarized the current issues of mobile TV service and empirically studied factors affecting usage intention of mobile TV service. A causal model was developed to conceptualize the relationships between issues to be resolved as antecedent variables and success factors as consequent variables with some intermediary variables. Then the model was tested empirically to find out meaningful relationships among those variables. Results of the study imply that for mobile TV service providers to increase users' intentions to use the service they need to enhance users' perceived usefulness of the service which can be enhanced by increasing the quality of device and network service and also enhancing users' flow state. Device and mobile network service turned out to be factors affecting users' perceived usefulness of mobile TV service significantly. Mobile network service and contents service were important factors affecting users' flow state of using the service. It was also found that mobile network service is a factor affecting both users' perceived usefulness and flow state. This implies that mobile network service providers need to provide fast and stable connection service for mobile TV service users.
URI
http://hdl.handle.net/YU.REPOSITORY/23718
ISSN
1598-8651
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경영대학 > 경영학과 > Articles
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