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학술지 Moderating Effect of Personal Innovativeness on Mobile-RFID Services : Based on Warshaw's Purchase Intention Model
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저자
정내양, 유영상, 허태영
발행일
200901
출처
Technological Forecasting and Social Change, v.76 no.1, pp.154-164
ISSN
0040-1625
출판사
Elsevier
DOI
https://dx.doi.org/10.1016/j.techfore.2008.08.007
초록
As telecommunication market becomes more competitive and the customers' expectations regarding services or products increases, understanding customer or market needs is at the center of successful telecommunication business. In this study, we attempt to explore the intention of using mobile services based on the Warshaw's purchase intention model. We also focus on a personal innovativeness in the domain of IT (PIIT) because we assumed that as characteristics of telecommunication services become increasingly sophisticated, personal innovativeness could be a key factor of telecommunication services usage. In this study, we examine whether PIIT has the moderating effect on purchasing mobile-RFID services. The result shows that both purchasability and perceived need collectively explain purchase intention of mobile-RFID services, as well as PIIT serves to moderate the relationship between perceived need and purchase intention of mobile-RFID services. The study findings also indicate that IT knowledge, responsiveness to IT news and ability to use mobile phone of customers are positively related with PIIT. © 2008 Elsevier Inc. All rights reserved.
키워드
Mobile-RFID service, Moderating effect, Personal innovativeness, PIIT, Purchase intention model, South Korea
KSP 제안 키워드
IT knowledge, Key factor, Mobile services, Personal innovativeness, Purchase intention, South Korea, Telecommunication service, mobile phone, moderating effect