모바일 증권거래 시스템에 대한 사용자의 지속적 이용의도와 서비스 품질 측정요소

Measuring Service Quality of Mobile Trading Systems and its Impact on the Intention to Continuous Use

Wireless and mobile communication technologies enable individuals who trade stocks and bonds to use mobile-based trading services. Due to rapidly developing mobile technologies and adoption of the advanced/ smart mobile devices such as smart phones and tablets. the use of mobile trading systems (MTS) have increased at an unexpected rate. Although many prior studies measured service quality on various service-related fields, there are few studies that is related to mobile trading systems compared to more traditional PC-based home trading systems. This research searches determinants of service quality for mobile trading systems and examines the effects of these factors on the intention to mobile trading systems' continuous use. Through an extensive literature review, this research finds three dimensions for mobile trading systems : interaction quality, service environment quality, and service outcome quality. The result of analysis shows that personalization, connectivity, ease of use, informativeness. and monetary value enhance the intention to continuous use. Considering environmental conditions such as the high rate of MTS adoption among individual users and stiffer competition among securities firms, these findings may help practically securities firms' shaping MTS system development strategies for individual users' continuous use and for increasing new users adoption.