네트워크 외부성, 지각된 품질, 지속적 사용의도: 전환비용의 조절효과에 관한 연구

Competition among companies in the mobile instant messenger market is getting fiercer. Mobile instant messengers now available have very similar functions. The price is often free, too As a result, switching costs of customers are low, making it easier for customers to leave. This study examined what factors affect the intended use of mobile instant messengers. The independent variables of this study are the network externalities, the perceived quality. Mediator is satisfaction. Dependent variable is continuing intention. Moderator is the switching cost. This study investigated the impact of network externalities 〔number of members (H 1-1), number of peers (H 1-2), perceived complementarity (H 1-3), perceived compatibility (H 1-4)〕 and perceived quality 〔perceived quality of information (H 2-1), perceived system quality (H 2-2), perceived quality of service (H 2-3)〕 on satisfaction. The relationship between satisfaction and continuing intention (H 3) was examined. The moderating effect of switching costs (H 4) was examined in relation to satisfaction and continuing intention. As a result of this study, most of the hypotheses in this study were supported. However, perceived compatibility was not significant satisfaction.