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Moderating Effects of Handset Subsidy on the Mobile Communication Service Switching Intention

단말기 보조금이 이동통신 서비스 전환의도에 미치는 조절효과

  • Received : 2014.07.08
  • Accepted : 2014.07.31
  • Published : 2014.11.28

Abstract

Studies on switching intention have been one of the most interesting topics. In this paper we investigate empirically the factors influencing the mobile communication service switching intention. Our research model includes the relationship between 'switching intention' and 'habit', 'alternative attractiveness', 'present service satisfaction'. In addition, we try to find the effects that 'habit' and 'alternative attractiveness' give to 'switching intention' through 'present service satisfaction'. Finally, the moderating effects of 'handset subsidy' are examined. We analyze the model by Multiple Group Structural Equation Model. This proves that 'habit', 'present service satisfaction', and 'alternative attractiveness' give direct effects to 'switching intention'. And 'habit' and 'alternative attractiveness' give the indirect effects to 'switching intention' through 'present service satisfaction'. In addition, 'handset subsidy' has the moderating effects between 'switching intention' and 'habit'.

Keywords

Mobile Communication Service;Switching Intention;Handset Subsidy;Moderating Effects

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