모바일 위젯기반 개인화 서비스의 영향 요인에 관한 연구

A Study of Factors Affecting Mobile Widget-based Personalized Services

As digital convergence and mobile services evolve. personalization becomes one of the most important factors attracting customers. Personalization means functions offering individually customized services with relevant contents using information on individual preferences. This 50rt of personalized services has attracted great attention of a large part of online firms. One of representative services of such personalized services is a mobi le widget service. In this studY. we identified seven antecedents affecting the quality of personalized mobile widget services and empirically investigated which antecedent has a significant effect 01 the quality of personalized mobile widget services. In addition we carried out empirical investigation into the effect of the quality of personalized mobile widget service on user satisfaction and trust. As a result of this research, we revealed that seven variables including information services affected components of personalized services, and usefulness and perceived benefit as components of personalized services affected user trust and satisfaction lor personalized services