모바일 메시징의 사용 의도에 관한 연구 : 한국과 홍콩을 중심으로 (Study on the Use Intention of Mobile Messaging Service : Between Korea and Hong Kong)

서지정보

· 발행기관 : 한국외국어대학교 중국연구소
· 수록지 정보 : 중국연구 / 50권 / 455 ~ 479페이지
· 저자명 : 유승훈, 김윤호

초록

Korea and Hong Kong have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G, with over one-third of customers in both markets subscribing to 3G services.
The mobile communications market has enjoyed impressive growth in both Korean and Hong Kong. In Hong Kong, the mobile penetration rate, namely the number of mobile subscribers per one hundred inhabitants, has reached 149 percent by early 2009. In the same time, the total number of mobile subscribers in Korea has reached 47.9 million by the end of 2009. However, the user acceptance patterns for this service have been evidently different in these two regions. Based on fieldwork in Hong Kong and China, this study attempts to explain these differences.
The paper uses the information technology acceptance framework, which posits that various external factors impact on a person’s perceived usefulness, perceived ease of use, perceived enjoyment, and subjective norms, leading to user intention of the SMS.
The results of the study are as follows: Of the characteristics make up the mobile text-messaging service in korea, person’s perceived ease of use, perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics make up the person’s perceived ease of use, perceived enjoyment were found to have a positive effect on use intention. And use attitude influence upon having positive effects on use intention. But, Of the characteristics make up the mobile text-messaging service in Hong Kong, person’s perceived usefulness, perceived ease of use, and perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics make up the person’s perceived usefulness, perceived ease of use, perceived enjoyment, and subjective norms were found to have a positive effect on use intention. And use attitude influence upon having positive effects on use intention.
This study contributes to telecommunications research by delineating the various stimuli to consider for successful technology acceptance in a global setting, which can account for differential impacts across regions. The findings of this study can assist telecommunications operators in formulating an effective region-specific strategy when launching a wireless data service in a particular environment.

영어초록

Korea and Hong Kong have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G, with over one-third of customers in both markets subscribing to 3G services.
The mobile communications market has enjoyed impressive growth in both Korean and Hong Kong. In Hong Kong, the mobile penetration rate, namely the number of mobile subscribers per one hundred inhabitants, has reached 149 percent by early 2009. In the same time, the total number of mobile subscribers in Korea has reached 47.9 million by the end of 2009. However, the user acceptance patterns for this service have been evidently different in these two regions. Based on fieldwork in Hong Kong and China, this study attempts to explain these differences.
The paper uses the information technology acceptance framework, which posits that various external factors impact on a person’s perceived usefulness, perceived ease of use, perceived enjoyment, and subjective norms, leading to user intention of the SMS.
The results of the study are as follows: Of the characteristics make up the mobile text-messaging service in korea, person’s perceived ease of use, perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics make up the person’s perceived ease of use, perceived enjoyment were found to have a positive effect on use intention. And use attitude influence upon having positive effects on use intention. But, Of the characteristics make up the mobile text-messaging service in Hong Kong, person’s perceived usefulness, perceived ease of use, and perceived enjoyment were found to have a positive effect on use attitude. Among the characteristics make up the person’s perceived usefulness, perceived ease of use, perceived enjoyment, and subjective norms were found to have a positive effect on use intention. And use attitude influence upon having positive effects on use intention.
This study contributes to telecommunications research by delineating the various stimuli to consider for successful technology acceptance in a global setting, which can account for differential impacts across regions. The findings of this study can assist telecommunications operators in formulating an effective region-specific strategy when launching a wireless data service in a particular environment.

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