원문정보
A study of How Internet Telephony Service Quality characteristics Affects Brand attitude : Applying a technology acceptance model
초록
영어
IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.
목차
1. 서론
1.1 연구의 배경
1.2 연구의 목적
2. 이론적 배경
2.1 인터넷전화의 정의
2.2 인터넷전화 시장 및 전망
2.3 서비스 품질 요인
2.4 브랜드 태도에 대한 이론적 고찰
2.5 구매의도에 대한 이론적 고찰
2.6 기술수용모형
2.7 관련된 선행연구
3. 연구 방법
3.1 연구모형
3.2 분석방법
4. 분석결과
4.1 자료수집
4.2 표본특성
4.3 확인적 요인분석
4.4 신뢰도 분석
4.5 구조방정식모형
5. 결론
5.1 연구의 요약 및 시사점
5.2 한계점 및 향후방향
6. 참고문헌