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학술지 Characteristics of Individuals Influencing Adoption Intentions for Portable Internet Service
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저자
김문구, 지경용
발행일
200602
출처
ETRI Journal, v.28 no.1, pp.67-76
ISSN
1225-6463
출판사
한국전자통신연구원 (ETRI)
DOI
https://dx.doi.org/10.4218/etrij.06.0104.0175
협약과제
06KE2300, 와이브로 서비스의 경쟁우위 창출전략과 정책대응 방안 연구, 김문구
초록
This study aims to identify the factors that influence adoption intentions towards portable Internet service, based on the individual characteristics that assist in creating markets and developing strategies. Two types of factors are defined: individual characteristics including demographics, existing services usages, prior knowledge, adoption attitudes, and service evaluations; and adoption intentions including the willingness to subscribe, subscription term, willingness to pay, usage type, and preferred terminal. The results indicate that the importance of demographic variables depends on adoption intentions, and that users of mobile Internet service and wireless LAN are probably targets for portable Internet service. Furthermore, the results demonstrate the need for an enhanced perception of the usefulness and ease of use of service, as well as an intensive marketing activity for potential users and a bearable innovation to stimulate the market for portable Internet service.
KSP 제안 키워드
Internet service, Potential Users, Willingness to pay, Wireless Local Area Networks(WLANs), demographic variables, individual characteristics, mobile internet, need for, prior knowledge, usefulness and ease of use