원문정보
A study on the intention to reuse mobile airline application : An application of the unified theory of acceptance and use of technology 2(UTAUT 2) model
초록
영어
The purpose of this study is to investigate the impact of mobile airline application on consumer’s attitude and intention that applying the unified theory of acceptance and use of technology 2. To meet that purpose, empirical data were gathered from an online survey of consumers with mobile airline apps installed. Firstly, the effect of each variables(performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit) on the attitude toward use was verified. The attitude toward use was verified the influence relation to the reuse intention afterwards. Secondly, the analysis showed that performance expectancy, facilitating conditions and hedonic motivation has an effect on the attitude toward use. Finally, the conclusions drawn from this study indicated that performance expectancy, facilitating conditions and hedonic motivation have a significant effect to the attitude toward use. Based on this research, it will show important implications for marketing strategy of mobile airline application.
목차
I. 서론
II. 이론적 배경
1. 확장된 통합기술수용모델 2(UTAUT 2)
2. 항공사 애플리케이션에 대한 연구
III. 연구설계
1. 연구모형
2. 변수의 조작화
3. 조사 설계 및 분석방법
IV. 분석결과
1. 표본의 특성
2. 측정변수의 신뢰성 검증 및 요인분석
3. 연구가설 검증
V. 결론
참고문헌