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Journal Article Moderating effect of personal innovativeness on mobile-RFID services: Based on Warshaw's purchase intention model
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Authors
Nae Yang Jeong, Young Sang Yoo, Tae Young Heo
Issue Date
2009-01
Citation
Technological Forecasting and Social Change, v.76, no.1, pp.154-164
ISSN
0040-1625
Publisher
Elsevier
Language
English
Type
Journal Article
DOI
https://dx.doi.org/10.1016/j.techfore.2008.08.007
Abstract
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.
KSP Keywords
IT Knowledge, Key factors, Mobile services, Personal innovativeness, Purchase intention, Telecommunication service, mobile phone, moderating effect