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The Influence of Mobile Service Delivery Characteristics on Perceived Interactivity and Attitude towards Mobile Service

모바일 서비스 전달 특성에 따른 상호작용성 지각이 고객 태도에 미치는 영향

  • Received : 2013.09.02
  • Accepted : 2013.11.18
  • Published : 2013.12.28

Abstract

Mobile contents market is growing with the rapid adoption of smart-phones. Online access via mobile compared to PC-based online access, has distinctive service delivery characteristics which are ubiquitous connectivity and contextual offer. In addition, this study includes characteristics which are relatively disadvantageous for mobile services compared to PC-based services. These are response time and supporting non-verbal informations. This study investigates the influence of service delivery characteristics to perceived interactivity and mobile service attitude. The results show that mobile services' ubiquitous connectivity and contextual offer showed a positive relationship with the perceived interactivity of the mobile service. And the response time also showed a positive relationship with the perceived interactivity, but non-verbal information didn't. When the trade-off is met between response time and nonverbal information, mobile service developer should choose response time since it has positive effect on perceived interactivity and attitude.

Keywords

Mobile Service;Service Delivery Characteristic;Interactivity;Service Attitude

Acknowledgement

Supported by : 영남대학교

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