모바일 인터넷 서비스 성과의 품질요인

Quality Factors of Mobile Internet Service Performance

&nbsp;&nbsp;This study is to identify quality factors having influence upon mobile internet service performance theoretically, derive the research model and the hypotheses concerning the cause and effect relationship between these factors and service performance and then analyze them empirically. In order to enhance the model&quot;s explanation power, trust and cognitive engagement as interviewing variables are included in the model.<BR>&nbsp;&nbsp;The theoretical background of this study was brought from relevant literature in the areas of the theory of reasoned action(TRA), technology acceptance model(TAM), product selection model, cognitive absorption theory and etc. The research model and hypotheses were statistically investigated and analysed through convergent and discriminant validity test, reliability test, and path analyses by means of statistical packages SPSS(12.0) and LISREL(8.72). Forthese empirical analyses, data were collected through the field survey of 373 users who were willing to continuously&nbsp;&nbsp;use the mobile internet services. Based on the results of the analyses, theoretical and practical significance and future study direction were suggested.<BR>&nbsp;&nbsp;The results of this study will be helpful to giving a guideline to companies such as mobile telecom, mobile contents provider and mobile handset manufactures when they have to establish the mobile Internet service marketing strategies.