유비쿼터스 관광정보 서비스 속성에 대한 지각이 사용자 만족 및 행동의도에 미치는 영향 - 모바일 서비스를 중심으로 -

In this paper, we examined how the perceived level of U-tourism mobile service attributes is associated with the user satisfaction and behavior intent(revisit intent and word-of-mouth diffusion). The results are as follows. First, the perceived level for the four types of U-tourism mobile service attributes defined in this paper shows relatively similar and high mean value respectively, but only the personalization shows lower mean value than other attributes. This result indicates that the currently used U-tourism mobile terminal has not been sufficiently performed as a medium that provides the customized informations and services. The U-tourism mobile terminal should be improved the personalization attribute so that the tourism information preferred by the tourists could be chosen. Second, highly perceived user group which classified by the perceived level of U-tourism mobile service attributes shows significantly greater satisfaction and behavior intent than low perceived group. It implies that there exists a significant difference in user satisfaction and behavior intent by the perceived level of U-tourism mobile service attributes. Third, we found that the perceived level of U-tourism mobile service attributes is positively related to user satisfaction and behavior intent. This result means that users who perceived U-tourism mobile service attribute highly, tend to diffuse their usage experience of mobile terminal to others and to revisit tourist place and to be satisfied with their tourism experience. Taken as a whole, overall conclusion is that the attribute of U-tourism mobile service is one of the determinants of user satisfaction, revisit intent and word-of-mouth diffusion.