모바일 콘텐츠의 유비쿼터스 속성이 소비자 수용에 미치는 영향에 관한 연구

This paper figured out what specific factors of mobile contents with ubiquitous environments to be applied more widely to its classic customers. Moreover, it also focused to examine consumers' characteristic factors which are the major application roles of current mobile contents. For this purpose, perceived interactivity is expanded by the combination with TAM; in addition to that, verified new research model based on prior factors about mobile contents and consumer unique characteristics. This study was able to describe three attributes of pervasive connectivity, context awareness, and playfulness as representative ubiquitous characteristics in mobile contents. Those characteristics strongly influenced to perceived usefulness through intermediary role of perceived interactivity. Furthermore, self-efficacy was another meaningful factor for the acceptance of mobile contents by showing positive influence to perceived ease of use. However, innovativeness was defined as none impacted role to consumers' acceptance. Perceived interactivity based on the combination with TAM was also presented as prior factored role influencing continuous use intention through perceived usefulness. As a final word, this research gives an opportunity to meet the challenges of coming full-blown ubiquitous times and provides a user-oriented theoretical basis for provision of various valued mobile contents services. And it also tries to recommend basic considerations for future development direction in mobile contents and points out the necessity of multi-dimension communication technology..