여행목적 스마트폰 수용 집단별 수용 의사결정의 영향요인 차이연구

Group Differences in Factors Influencing the Adoption of Smartphone use while Traveling

This study aims to understand individuals' decision process to adopt smartphone usage for traveling and to explore the differences in influencing factors by adoption groups. Based on innovation-decision process model by Rogers (1995), smartphone users are classified into different groups depending upon their decision to use smartphones while traveling and continuity of the adoption; non-adopter, active non-adopter, discontinuous adopter, and continued adopter. In oder to empirically examine the differences in influencing factors by adoption groups, college students were surveyed in November 2011 (n=381). Group comparison was applied to active non-adopter (n=128), discontinuous adopter (n=62), and continued adopter group (n=163). The results of the study indicate statistical differences in the use of some functions, such as photo taking, news search, map service, and social network/blog, and evaluation on innovative attributes of their smartphone. No statistical differences are appeared in the evaluation on functionality of smartphone for travelling between discontinuous adopter and continued adopter group. Theoretical and empirical implications of the findings and directions for future study are addressed.