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Exploring Determinants Affecting Mobile Application Use and Recommendation

스마트폰 앱 사용 및 추천의도 영향 요인에 관한 연구 - Utilitarian vs. Hedonic 유형간 차이비교

  • 이희서 (연세대학교 정보대학원) ;
  • 곽나연 (연세대학교 정보대학원) ;
  • 이중정 (연세대학교 정보대학원)
  • Received : 2015.06.22
  • Accepted : 2015.06.30
  • Published : 2015.08.28

Abstract

Recently mobile application providers and telecommunication companies went through a difficult time in a highly competitive mobile and its application market where we've seen a huge trend for diverse mobile applications occurring on smart phone. If there were a time when those of companies need to analyze factors affecting users' intention to download or recommend others applications more than ever, it is now. Based on UTAUT model, this research is to provide them with strategic implications by analyzing those factors according to application types with utilization and hedonic values. As a result, firstly trust and personalization have positive impact on Performance Expectancy and users' intention to use have been significantly affected by Performance Expectancy and Effort Expectancy. Secondly the result of path analysis has a different outcome according to application types with utilization and hedonic values. Therefore it is expected that the research gives practical and strategic implication for application developer, mobile companies and others helping application development, new service launch and marketing implementation.

Keywords

Smartphone Application;Trust;Personalization;Flow;UTAUT

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