스마트폰 사용의도 영향요인에 관한 연구

The rapid spread of smart phone has changed the trend of daily life is going. The research on smart phone that play a key role in these changes are actively being made. But characteristics or behavioral research related with usage of smart phones is not enough in previous studies. And the studies on behavior after the acceptance of smart phone are not sufficient. We try to find and prove the factors affected the using intention of smart phone and the difference of influence relation according to the operating system software by expanding Technology Acceptance Model. We added the perceived playfulness and perceived reliability in the research model in order to analyze the factors. The hypothesis for the study are as follows. H1: The perceived usefulness have a positive impact on the using intention of smart phones. H2: The perceived ease-of-use have a positive impact on the using intention of smart phones. H3: The perceived playfulness have a positive impact on the using intention of smart phones. H4: The perceived reliability have a positive impact on the perceived playfulness. H5: The perceived ease-of-use have a positive impact on the perceived usefulness. H6: The perceived ease-of-use have a positive impact on the perceived playfulness. H7: The relationship of cognitive factors and using intention has a difference depending on the adopted operating system software. In order to collect data, a survey was collected with 213 users of smart phone. Most measurement items for the latent variables were adapted from previous studies and some are modified to fit the context of this research. They are measured with a five-point Likert scale. The method employed for data analysis was Structural Equation Modeling (SEM) and the software used for the analysis was AMOS ver. 18. The convergent and discriminant validities for all factors were checked. The results of analysis showed that all factors have adequate convergent and discriminant validities. The reliabilities of all factors also reached the acceptable levels. The loadings of all items on their respective factors were also quite high. And path coefficients were examined for the structural model. Smart phone users’ degree of perceived usefulness was found to have an impact on the using intention(β=.531, p=.001). There was also an effect of the perceived ease-of-use on using intention(β=.428, p=.001). And the perceived playfulness has a positive and potent impact on the using intention of smart phones(β=.532, p=.001). There was an effect of the perceived reliability on using intention of smart phones(β=.385, p=.001). And the perceived ease-of-use has a positive impact for each of the perceived usefulness and the perceived playfulness(usefulness -β=.583, p =.001; playfulness -β=.713, p=.001). Based upon the statistics above, all hypotheses were supported. This empirical analysis proves that the perceived usefulness, the perceived ease-of-use, the perceived playfulness and perceived reliability give positive effects to the using intention. And the factor representing the difference of relationship by the operating system was found to be the perceived reliability. The significance of these results means that user feels useful and fun by using smart phone. And this paper indicates some managerial implications that various and useful applications and the easy user interface can help to increase the degree of using intention.