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논문검색

모바일 데이터 서비스 사용량 증감에 영향을 미치는 요인들에 관한 연구: 이요인 이론(Two Factor Theory)을 바탕으로

원문정보

A Study for Factors Influencing the Usage Increase and Decrease of Mobile Data Service: Based on The Two Factor Theory

이상훈, 김일경, 이호근, 박현지

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초록

영어

Conventional networking and telecommunications infrastructure characterized by wires, fixed location, and inflexibility is giving way to mobile technologies. Numerous research reports point to the ultimate domination of wireless communication. With the increasing prevalence of advanced cell-phones, various mobile data services (hereafter MDS) are gaining popularity. Although cellular networks were originally introduced for voice communications, statistics indicate that data services are replacing the matured voice service as the growth engine for telecom service providers. For example, SK Telecom, the Korea's largest mobile service provider, reported that 25.6% of revenue and 28.5% of profit came from MDS in 2006 and the share is growing. Statistics also indicate that, in 2006, the average revenue per user (ARPU) for voice didn't change but MDS grew seven percents from the previous year, further highlighting its growth potential. MDS is defined "as an assortment of digital data services that can be accessed using a mobile device over a wide geographic area." A variety of MDS have been deployed, with a few reaching the status of killer applications. Many of them need to access the Internet through the cellular-phone infrastructure. In the past, when the cellular network didn't have acceptable bandwidth for data services, SMS (short messaging service) dominated MDS. Now, Internet-ready, next-generation cell-phones are driving rich digital data services into the fabric of everyday life, These include news on various topics, Internet search, mapping and location-based information, mobile banking and gaming, downloading (i.e., screen savers), multimedia streaming, and various communication services (i.e., email, short messaging, messenger, and chaffing). The huge economic stake MDS has on its stakeholders warrants focused research to understand associated dynamics behind its adoption. Lyytinen and Yoo(2002) pointed out the limitation of traditional adoption models in explaining the rapid diffusion of innovations such as P2P or mobile services. Also, despite the increasing popularity of MDS, unexpected drop in its usage is observed among some people. Intrigued by these observations, an exploratory study was conducted to examine decision factors of MDS usage. Data analysis revealed that the increase and decrease of MDS use was influenced by different forces. The findings of the exploratory study triggered our confirmatory research effort to validate the uni-directionality of studied factors in affecting MDS usage. This differs from extant studies of IS/IT adoption that are largely grounded on the assumption of bi-directionality of explanatory variables in determining the level of dependent variables (i.e., user satisfaction, service usage). The research goal is, therefore, to examine if increase and decrease in the usage of MDS are explained by two separate groups of variables pertaining to information quality and system quality. For this, we investigate following research questions: (1) Does the information quality of MDS increase service usage?; (2) Does the system quality of MDS decrease service usage?; and (3) Does user motivation for subscribing MDS moderate the effect information and system quality have on service usage? The research questions and subsequent analysis are grounded on the two factor theory pioneered by Hertzberg et al(1959). To answer the research questions, in the first, an exploratory study based on 378 survey responses was conducted to learn about important decision factors of MDS usage. It revealed discrepancy between the influencing forces of usage increase and those of usage decrease. Based on the findings from the exploratory study and the two-factor theory, we postulated information quality as the motivator and system quality as the de-motivator (or hygiene) of MDS. Then, a confirmative study was undertaken on their respective role in encouraging and discouraging the usage of mobile data service.

목차

I. 서론
 II. 탐색적 연구(Exploratory Study)
 III. 이론적 배경 및 연구가설
  3.1 이요인 이론(Two factor theory)
  3.2 정보품질과 시스템 품질
  3.3 이용동기(Usage Motive)
 IV. 연구방법
  4.1 연구모델
  4.2 연구변수
  4.3 자료수집 절차
 V. 분석 결과 및 가설 검증
  5.1 표본의 특성
  5.2 측정모델의 분석
  5.3 구조모형의 분석
 VI. 결과 및 향후 연구방향
  6.1 결과 및 시사점
  6.2 연구의 한계 및 향후 연구방향
 참고문헌
 <부록 1> 설문항목

저자정보

  • 이상훈 Sang Hoon Lee. 연세대학교 경영학과 박사과정
  • 김일경 II Kyung Kim. Accenture(I&FS) Korea
  • 이호근 Ho Geun Lee. 연세대학교 경영학과 교수
  • 박현지 Hyun Jee Park. 동명대학교 관광경영학과 교수

참고문헌

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