모바일 서비스 고객선호도에 관한 실증연구

Designing mobile interfaces is fundamentally different from designing online interfaces. Not only are there differences in underlying technologies, but also in the way people use mobile interfaces. If these differences are not taken into account in designing mobile interfaces, mobile services are likely to fail. If mobile services do not deliver what people want, these services will fail no matter how excellent the underlying technology is. The user interface design commonly used in mobile services is based on multi-layered approach, which is not very user-friendly. A well designed single layered user interface will be more user friendly than the conventional one and it will be having edge over others. However, it is quite difficult to provide a single layered user interface in a small screen. This study aims at examining how design attributes of mobile interfaces affect customer preferences. In order to explore customer preferences to each design attribute of mobile interfaces, we measure and analyze customer’s WTP (Willingness To Pay) toward their different interface designs. Ultimately, throughout the study, we try to answer how to design mobile interfaces in small screen of mobile devices. In addition, we propose an optimal design solution that customers likely prefer.