사용자의 성향에 따른 모바일 커머스(Mobile Commerce) 재이용 의도에 미치는 영향요인에 관한 연구

Characteristics Influencing Intention to Reuse Mobile Commerce

The purpose of this study is to explore what factors influence customers to reuse mobile commerce. It has been suggested that the modified innovation model for mobile commerce considers differences between men and women. Five factors such as innovativeness, perceived advantage, affinity, usage time and re-use of mobile commerce were analyzed. Using the suggested model, the relationship of such variables was tested using Latent Mean Analysis. The structural equation modeling technique was utilized to evaluate the casual model. Confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Findings indicate that the suggested model could explain the relationship in each gender group. A modified diffusion model for mobile commerce is suggested. The implications of this work are discussed for the benefit of both researchers and practitioners.