스마트폰의 특성이 지속구매의도에 미치는 영향: 유희성의 조절효과를 고려하여

Recently, one of the biggest issues is the smartphone in the mobile world. With the launch of Apple iPhone, there is an explosion of interest in smartphone itself as well as Internet-based services using smartphone are being revitalized. Numberous research on the users' acceptance attitude toward the cellphone have been done up to now, but there still remains insufficient in the research on the purchase intention of smartphone which is based on a variety of services. External factors such as ubiquity, convenience, openness, platform, contents and design are identified through literature review and influences of these factors on repurchase intention are assessed. A questionnaire survey was conducted to those who lived in Busan and Gyeongnam province. This research used Smart PLS(Partial Least Square) to analyze the structural relationship between those factors and repurchase intention. Analysis results show that all paths from ubiquity, convenience, openness, platform, contents and design of smartphone characteristics to repurchase intention are significant. Lastly, it was the moderating effects of playfulness on convenience, design of smartphone characteristics and repurchase intention were significant. This study suggests practical and theoretical implications based on the results.