earticle

영어

Open application markets are growing noticeably. The Smartphone market is expected to offer Internet portal sites new business opportunities. This study aims to clarify whether Internet portal sites can succeed in the mobile business and to find which factors are essential and important for portal sites to compete with diverse competitors in the mobile market. We conducted an online survey to certify portal site user’s intention according to the conceptual mode and to analyze the replies we used PLS methodology. The result shows that user trust in portal sites is an important mediator to increase the user’s intention to use. The portals can achieve competent success in the mobile market if users are aware of the advantages of using mobile contents from the portal sites and if their trust in the portals increases. Portal sites should focus on developing valuable and convenient UI design.