스마트폰 수용의도 결정요인에 관한 한중비교분석

A Comparative Study on the Influence for Adaptation Intention of Smartphone by UTAUT Model in Korea and China

The purpose of this study is to examine what make customers buy their smartphone in both South Korea and China. We guessed that smartphone adaptation behaviors have some selection criteria which are perfonnance expectancy, effort expectancy, social influence and facilitating conditions, based on UTAUT Model. And, proposed that the effects of selection criteria on adaptation intention were moderated by consumer's nationality. To accomplish research purpose, We conducted a field survey with a self-administered questionnaire in both nations and analysed the causal relations among the variables by regression analysis. Findings are these. First, in all of the user's case, performance expectancy, effort expectancy, social influence had a positive effect on adaptation intention. Second, case of users in South Korea, perfonnance expectancy, effort expectancy, social influence showed a positive effect on adaptation intention. Third, case of users in China, perfonnance expectancy, facilitating conditions had a positive effect on adaptation intention. Fourth, customer's nationality have moderating effect, while Korean have effects of perfonnance expectancy, effort expectancy, social influence on adaptation intention. Chinese have effects of performance expectancy, facilitating conditions on adaptation intention.