개인적 성향과 이용후기 지각특성이 모바일 마켓의 지속이용에 미치는 영향

The purpose of this study is to examine the role of Personal Characteristics(Innovativeness, Information Dependency) and Online Reviews Attributes consisted of reliability and full informativeness in continuance of mobile application market. Particularly we wished to confirm the role of Personal Characteristics in continuance of specific mobile application market. To identify these research questions, the secondary data or past studies were collected and theoretically arranged. we made the theoretical proposed model to explain the relationships between the constructs, identify the operational definitions and 11 Hypotheses were established, there was executed the survey of 250 mobile device users. Using the collected data, previous performances to confirm the construct validity and internal consistency by EFA(Exploratory Factor Analysis); i.e. factor analysis by SPSS, reliability by cronbach's a, and structural equation model using the LISREL. As the result of test that make the relations of used variables clear, we can get the conclusion as followings; First, Personal Innovativeness has the effects positively to Usefulness of Market except of Review Reliability and Informative Sufficiency. But Information Dependency has the significant effect to Review Reliability and Informative Sufficiency except of Usefulness of Market. Second, Review Reliability and Informative Sufficiency both have the significant effects to Usefulness of Market. Third, Usefulness of Market, Satisfaction have the moderating effects in continuance of Mobile Application Market significantly.