The Effects of Use Patterns and Service Quality on Performance and Use Satisfaction on Library Information System

정형식,염승엽 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

Consumers' overall satisfaction on a specific library use is inferred to be primarily accrued from their performance perception and use satisfaction on the library information service system as recent information technology is being rapidly improved and more libraries are being equipped with advanced information technologies. However, prior research has been conducted only on general library service quality and visitors' satisfaction, leaving the important aspects of visitors' library use and information performance perception. Thus, the objectives of this research are to examine the effect of library use patterns such as general visit for book reading and more professional information search, coupled with service quality, on the library users' performance perception on the information system that in turn, affects library use satisfaction on the same information system. More specifically, this study examines whether library visitors perceive differenltly the information system performance according to their library use patterns such that professional library users may have less positive on information system service due to their higher expectation or more positive perception on it due to variety of information uses and positive judgment on advanced information system. Next, three dimensions of service quality, consisting of interaction, outcome, and physical evidence quality in visitors' library use situations, are hypothesized to affect performance perception on library information system. Thirdly, the performance perception on library information system is hypothesized to influence the system use satisfaction while these two constructs are to affect visitors' overall satisfaction. we develop the following research model in accordance with the above theoretical reasoning. All variables used in this study(General Use Patterns, Professional Use Patterns, Interaction Quality, Outcome Quality, Physical Evidence Quality, Information Performance Perception, Information Use Satisfaction, Overall Satisfaction) were defined operationally based on the underlying prior studies. A survey was conducted with prepared questionnaires to about 400 visitors of a specific university library. Among them, 353 proper questionnaires were finally used for the analyses. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was conducted to guarantee the validity and reliability of variables. The results showed that all variables had not only convergent and discriminant validity, but also reliability. Then, research model was examined with a structural equation using LISREL 8.30 version. The fitness of the research model was found to be within the acceptable level. The findings of this study are as follows. The professional library use pattern was found to affect the users' performance perception on the library information system while the general library use pattern was not. Second, three dimensions of service quality (interaction, outcome, physical evidence) were found to influence the information system performance respectively while none of them was not to information use satisfaction. Third, library users' performance perception on the information system operation was found to affect the information system use satisfaction, both of which also influence users' overall satisfaction of the library. The findings of this study suggest that contemporary libraries strengthen their advanced information system operation in a way of user orientation and more importantly maximize their visitors' utilization of information system, accompanying proper material and various program development. This study conceptualized the new constructs of library users' performance perception on the information system and information use satisfaction which could better explain library users' overall satisfaction. Thus, furture study related with library service could utilize the constructs of information system performance and ... Consumers' overall satisfaction on a specific library use is inferred to be primarily accrued from their performance perception and use satisfaction on the library information service system as recent information technology is being rapidly improved and more libraries are being equipped with advanced information technologies. However, prior research has been conducted only on general library service quality and visitors' satisfaction, leaving the important aspects of visitors' library use and information performance perception. Thus, the objectives of this research are to examine the effect of library use patterns such as general visit for book reading and more professional information search, coupled with service quality, on the library users' performance perception on the information system that in turn, affects library use satisfaction on the same information system. More specifically, this study examines whether library visitors perceive differenltly the information system performance according to their library use patterns such that professional library users may have less positive on information system service due to their higher expectation or more positive perception on it due to variety of information uses and positive judgment on advanced information system. Next, three dimensions of service quality, consisting of interaction, outcome, and physical evidence quality in visitors' library use situations, are hypothesized to affect performance perception on library information system. Thirdly, the performance perception on library information system is hypothesized to influence the system use satisfaction while these two constructs are to affect visitors' overall satisfaction. we develop the following research model in accordance with the above theoretical reasoning. All variables used in this study(General Use Patterns, Professional Use Patterns, Interaction Quality, Outcome Quality, Physical Evidence Quality, Information Performance Perception, Information Use Satisfaction, Overall Satisfaction) were defined operationally based on the underlying prior studies. A survey was conducted with prepared questionnaires to about 400 visitors of a specific university library. Among them, 353 proper questionnaires were finally used for the analyses. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was conducted to guarantee the validity and reliability of variables. The results showed that all variables had not only convergent and discriminant validity, but also reliability. Then, research model was examined with a structural equation using LISREL 8.30 version. The fitness of the research model was found to be within the acceptable level. The findings of this study are as follows. The professional library use pattern was found to affect the users' performance perception on the library information system while the general library use pattern was not. Second, three dimensions of service quality (interaction, outcome, physical evidence) were found to influence the information system performance respectively while none of them was not to information use satisfaction. Third, library users' performance perception on the information system operation was found to affect the information system use satisfaction, both of which also influence users' overall satisfaction of the library. The findings of this study suggest that contemporary libraries strengthen their advanced information system operation in a way of user orientation and more importantly maximize their visitors' utilization of information system, accompanying proper material and various program development. This study conceptualized the new constructs of library users' performance perception on the information system and information use satisfaction which could better explain library users' overall satisfaction. Thus, furture study related with library service could utilize the constructs of information system performance and satisfa...

도서관의 이용패턴과 서비스품질이 정보화성과지각 및 만족에 미치는 영향

정형식(Jung, Hyung-Shik),염승엽(Seoung-Yeoub Yeoum) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

전자정보기술의 발달로 인해 도서관 서비스제공은 정보화시스템에 대한 의존 비중이 커져가고 있다. 이러한 상황의 변화에 따라 본 연구는 이용자의 도서관 정보화에 대한 성과지각과 정보화를 통한 이용 만족은 전반적 만족에 중요한 선행요인이 될 것으로 추론하였다. 뿐만 아니라 기존 여구는 대체로 도서관의 서비스제공측면에서 이용자의 인식이나 만족을 조사하였으나 본 연구는 시각을 달리하여 이용자측면에서 단순 열람목적의 일반적 이용과 전문정보구득 목적의 전문적 이용패턴이 정보화 성과지각에 어떻게 다르게 영향을 미치는지에 대해서 조사하였다. 또한 서비스품질차원이 정보화성과지각과 이용만족에 미치는 영향을 조사하였다. 마지막으로 서비스품질차원이 정보화성과지각과 이용만족에 미치는 영향을 확인하였다. 본 연구는 실증분석 결과는 첫째, 도서관 이용자의 열람 등 일반적 목적 이용이 정보화 성과지각에 영향을 미치는지 검증하고자 하였으나 유의한 수준에 미치지 못했다. 둘째, 도서관 이용자의 특정 정보구득 등 전문적 목적의 이용이 정보화성과지각에 유의한 정의 영향을 미쳤다. 셋째, 일반적 서비스품질인 상호작용품질, 결과품질, 물리적환경품질 차원은 정보화성과지각에 유의한 영향을 미쳤으나 정보화이용만족에는 유의하지 않았다. 마지막으로, 도서관 이용자의 정보화성과지각과 정보화이용만족이 전반적인 만족을 선행하고 있음을 밝혔다. 이를 통해 도서관의 정보화시스템을 어떻게 이용자중심으로 체계화하여 발전시킬 것인지에 대해 심층적인 고찰이 필요함을 확인하였다. Consumers' overall satisfaction on a specific library use is inferred to be primarily accrued from their perfrmance perception and use satisfaction on the library information service system as recent information technology is being rapidly improved and more libraries are being equipped with advanced information technologies. However, prior research has been conducted only on general library service quality and visitors' satisfaction, leaving the important aspects of visitors' library use and information performance perception. Thus, the objectives of this research are to examine the effect of library use patterns such as general visit for book reading and more professional information search, coupled with service quality, on the library users' performance perception on the information system that in turn, affects library use satisfaction on the same information system. More specifically, this study examines whether library visitors perceive differenltly the information system performance according to their library use patterns such that professional library users may have less positive on information system service due to their higher expectation or more positive perception on it due to variety of information uses and positive judgment on advanced information system. Next, three dimensions of service quality, consisting of interaction, outcome, and physical evidence quality in visitors' library use situations, are hypothesized to affect performance perception on library information system. Thirdly, the performance perception on library information system is hypothesized to influence the system use satisfaction while these two constructs are to affect visitors' overall satisfaction. we develop the following research model in accordance with the above theoretical reasoning. All variables used in this study(General Use Patterns, Professional Use Patterns, Interaction Quality, Outcome Quality, Physical Evidence Quality, Information Performance Perception, Information Use Satisfaction, Overall Satisfaction) were defined operationally based on the underlying prior studies. A survey was conducted with prepared questionnaires to about 400 visitors of a specific university library. Among them, 353 proper questionnaires were finally used for the analyses. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was conducted to guarantee the validity and reliability of variables. The results showed that all variables had not only convergent and discriminant validity, but also reliability. Then, research model was examined with a structural equation using LISREL 8.30 version. The fitness of the research model was found to be within the acceptable level. The findings of this study are as follows. The professional library use pattern was found to affect the users' performance perception on the library information system while the general library use pattern was not. Second, three dimensions of service quality(interaction, outcome, physical evidence) were found to influence the information system performance respectively while none of them was not to information use satisfaction. Third, library users' performance perception on the information system operation was found to affect the information system use satisfaction, both of which also influence users' overall satisfaction of the library. The findings of this study suggest that contemporary libraries strengthen their advanced information system operation in a way of user orientation and more importantly maximize their visitors' utilization of information system. accompanying proper material and various program development. This study conceptualized the new constructs of library users' performance perception on the information system and information use satisfaction which could better explain library users' overall satisfaction. Thus, furture study related with library service could utilize the constructs of information system performance and sa

SNS는 청소년 삶만족에 이로운가? 현실에서의 부모와 교사, 친구관계, 삶만족 그리고 SNS사용과의 관계

전신현 동의대학교 지방자치연구소 2023 공공정책연구 Vol.40 No.2

This study examines the relationship among relation with parents, teacher, and peers, life satisfaction, and SNS use to know how SNS use affects youths’ life satisfaction. This study tests various six models whether SNS use affects negative relations with others, which in turn decreases life satisfaction, whether SNS use affects negatively relation with parents and teachers but positively relations with peers, which increases life satisfaction, whether low life satisfaction with negative relations with others increases SNS use, whether low relations with others increases life satisfaction by using SNS, whether low relations with others decreases life satisfaction by using SNS, and whether the relationship between SNS use and life satisfaction is superious. In addition, this study tests six models in the case of SNS addiction instead of SNS use. Analyzing Children and Youth Panel Data(2018- 2019) from middle schhool students, results show that the relationship between SNS use and life satisfaction is low. It is shown that relations with others affect both SNS use and life satisfaction, which means that the relationship between SNS use and life satisfaction is superious. However, in case of SNS addiction, it is shown that reciprocal relation with SNS addiction and life satisfaction is large. That is, results implies that low life satisfaction increases SNS addiction and that SNS addiction decreases life satisfaction. Neverthless, It is revealed that SNS use or addiction increases the relations with peers, in turn can be beneficial to life satisfaction, even though SNS addiction is alternative to negative real life and has not overall positive influence.

인터넷 스포츠 콘텐츠 이용동기와 이용만족 및 재이용 의도의 관계

임정일(Im Jeong-Il) 한국체육과학회 2009 한국체육과학회지 Vol.18 No.3

The purpose of this study is to investigate relationship between using motivation of internet sports contents, using satisfaction and reusing intention. Firstly, the relationship between using motivation of internet sports contents and using satisfaction, secondly, relationship between using motivation of internet sports contents and reusing intention, thirdly, relationship between using satisfaction of internet sports contents and reusing intention. The population for this study was spectator be watching game in baseball facility located in Seoul. The final 361 responses (male 235, female 126), collected by convenience sampling method, were used in the data analysis procedure. The using motivation of internet sports contents were measured by largely based on Lee(2001)s study, the using satisfaction of internet sports contents were measured by largely based on Seo(2002)s study,, and The reusing intention were measured by largely based on Lee(2007)s study. To analyze the final data (361), the frequence analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis were used. From the analyses of the data, the study reached the following conclusions: 1) The using motivation of internet sports contents, partially influenced the using satisfaction. In depth, the higher using motivation of internet sports contents(sub-factor) is, the higher is using satisfaction 2) The using motivation of internet sports contents, partially influenced the reusing intention. In depth, the higher using motivation of internet sports contents(sub-factor) is, the higher is reusing intention. 3) The reusing satisfaction of internet sports contents, partially influenced the reusing intention. In depth, the higher using satisfaction of internet sports contents(sub-factor) is, the higher is reusing intention.

발달재활서비스로서 특수체육서비스를 이용하는 부모들이 지각하는 서비스 질, 만족도, 재이용 의사에 관한 연구

엄구원 ( Gu-won Eom ),최승권 ( Seoung-gweon Choi ) 한국특수체육학회 2017 한국특수체육학회지 Vol.25 No.3

본 연구는 발달재활서비스 중 특수체육서비스를 이용하는 부모들이 지각하는 서비스 질과 만족도, 재이용 의사 정도를 확인하고 이들의 관련성을 체계적으로 분석하여 규명하는데 목적이 있다. 이를 위하여 특수체육서비스를 이용하고 있는 부모 250명을 대상으로 설문조사를 실시하였다. 자료처리는 신뢰도분석, 빈도분석, t-검정, 일원분산분석, 상관분석, 다중회귀분석을 이용하였으며 다음과 같은 결과를 얻었다. 첫째, 서비스를 이용하는 부모가 지각하는 특수체육서비스 질과 만족도 및 재이용 의사는 높은 편이었다. 둘째, 서비스 제공자의 이용자 공감성이 높을수록 서비스 환경이 좋을수록 서비스 만족도가 높은 것으로 나타났다. 셋째, 서비스 질과 만족도 모두 서비스 재이용 의사의 예측요인으로 밝혀졌으며 만족도는 서비스 질과 재이용 의사에 부분매개변수로 작용하는 것으로 밝혀졌다. 이를 통하여 서비스 질은 서비스 만족도와 재이용 의사 모두를 향상시킬 수 있는 중요한 변수이며 특수체육서비스 질이 좋아지면 만족도가 높아지고 이러한 만족도는 다시 재이용 의사를 높인다는 점을 확인할 수 있었다. 이와 같은 결과는 특수체육서비스의 질, 만족도, 재이용 의사에 관한 기초자료를 제공하고 서비스 질 향상을 통한 이용자 만족도 및 재이용 증진을 위한 방향을 제시하는 데에 그 의의가 있다. The purpose of this study was to determine the quality, satisfaction, and re-use intention of adapted physical activity as perceived by parents who used the adapted physical activity service within the developmental rehabilitation service. In this study, we systematically analyzed and identified the relationships between service quality, satisfaction, and re-use intention. We surveyed 250 parents who used the adapted physical activity service. To analyze materials, the reliability analysis, frequency analysis, t-test, one-way ANOVA, and multiple regression analysis were used as statistic analysis techniques. The quality of the adapted physical activity service as perceived by the parents was high. In addition, parents` satisfaction and re-use intention were also high. Empathy and tangibility were found to be the best predictive factors of satisfaction. Service satisfaction and service quality were predictive factors of service re-use intention. When examining the relationships between service quality, satisfaction, and re-use intention, satisfaction with the adapted physical activity service served as a partial mediator of service quality and re-use intention. The result indicate that service quality is very important factor to improve both service satisfaction and re-use intention. The results of this study suggest directions for increasing user satisfaction and re-use through service quality improvement.

애플워치 만족도와 지속적 사용의도에 대한 실증연구 : 중국시장을 중심으로

완정훈,김태하,송효정 사단법인 한국벤처혁신학회 2023 벤처혁신연구 Vol.6 No.3

This study provides a prospect for the fast growing the smartwatch market by investigating the relationship between the satisfaction and the continuous use intention of Apple watch users, as well as the factors influencing their satisfaction. Based on the TAM, this study uses system quality, information quality, and self-efficacy as independent variables, perceived usefulness, perceived ease of use, and satisfaction as mediators, and continuous use intention as the dependent variable. We analyze the data of 256 individuals who completed an online survey with SPSS 26.0 and AMOS 26.0 software. This study conducts several tests and analyses to empirically evaluate the data including reliability analysis, factor analysis, feasibility analysis, path analysis, hypothesis verification, and mediation analysis. Our results investigate which factors may influence consumers' intention to continuously using Apple Watch devices in the future. In summary, satisfaction has a positive effect on the intention to continuously use smartwatchs. Perceived usefulness and perceived ease of use have a positive effect on satisfaction. Among the three factors (system quality, information quality, and self-efficacy), only self-efficacy has no significant impact on perceived usefulness but had a positive effect on perceived ease of use. In addition, system quality and information quality positively affect perceived usefulness, perceived ease of use, satisfaction, and continuous intention to use an Apple Watch. Taking the Apple Watch as the subject of our research topic, this study provides theoretical value by exploring the impact of user's satisfaction with their smartwatch on their continuous usage intention. This study further explains the influence of system quality, information quality, and self-efficacy on user satisfaction. Additionally, this research offers valuable insight to practitioners by confirming that information quality, system quality, and self-efficacy are important features for enhancing satisfactory user experiences which in turn may increase users’ intention to continued using smartwatches.

전공직무 유용성이 직장 만족도에 미치는 영향 : 경영학 전공자를 중심으로

최정미,백상미 한국상업교육학회 2022 상업교육연구 Vol.36 No.3

잡코리아의 설문조사(2017)에 따르면 전공의 직무유용성이 높고, 전공의 직무기여도가 높을수록 직장 만족도에 긍정적인 영향을 미치는 것으로 나타났다. 따라서 본 연구는 경영학 전공자를 대상 으로 직장 만족도의 결정요인을 알아보고자, 경영학 전공자의 전공직무 유용성이 직장 만족도에 영 향을 미치는지 파악하고자 한다. 이를 통해 대학교육에 있어 경영학 교육의 중요성을 제시하고, 경 영학 교육과정 설계 및 진로 지도를 위한 가이드라인을 제시하고자 한다. 분석결과 경영학 전공자 의 전공직무 유용성은 타 전공에 비해 높은 것으로 나타났다. 이는 현재 경영학 교육이 타 전공에 비해 실무에서 필요로 하는 지식을 교육하고 있으며, 취업에도 유리할 수 있음을 시사한다. 또한 전 공직무 유용성은 직장 만족도와 유의한 양의 관계를 보여 전공직무 유용성이 높을수록 직장 만족도 가 증가하는 것을 나타냈다. 특히 경영학 졸업자의 경우 전공직무 유용성이 증가할수록 전반적인 만족도, 평판 만족도, 복리후생 만족도가 모두 증가하는 결과를 보고하였다. 이러한 결과는 경영학 전공자의 경우 전공직무 유용성이 증가함에 따라 더 나은 직장에 취업하거나 이직할 가능성이 높아 지고, 좋은 대우를 받기 때문에 나타난 결과라 해석된다. 경영학 전공자의 전공직무 유용성이 타 전공자에 비해 높고, 전공직무 유용성이 높을수록 직장 만족도가 증가한다는 결과를 보고함으로써 본 연구가 갖는 공헌점은 다음과 같다. 첫쨰, 대학에서 전공직무 유용성을 높이기 위한 실무중심적 교육은 직장 만족도를 증가시켜 취업가능성을 높이고 이직희망을 감소시키는데 도움이 될 수 있다. 기업 입장에서는 종업원의 직장 만족도에 미치는 영 향을 파악함으로써 채용시 지원자의 전공에 따라 직무배치를 하는데 보탬이 될 것이다. 둘째, 졸업 후 취업을 희망하는 대학생들은 전공선택과 수강과목을 결정함에 있어 직무유용성이 높은 전공 또 는 과목을 선택하는데 도움이 될 것이다. 마지막으로 고등교육의 방향과 청년 취업률을 높이기 위 한 정책을 수립하는데 도움이 된다. According to a survey by Job Korea (2017), it was found that the higher the job usefulness of the major and the higher the job contribution of the major, the more positive the job satisfaction was. Therefore, this study aims to investigate the determinants of job satisfaction for business administration majors, and to determine whether the job usefulness of business majors affects job satisfaction. It will be helpful to design curriculums of business administration in university, and and career guidance. As a result of the analysis, it was found that business administration majors had higher job usefulness compared to other majors. This suggests that the current business administration education provides the knowledge required in practice compared to other majors, and can be advantageous for employment. In addition, major job usefulness showed a significant positive relationship with job satisfaction, indicating that the higher the major job usefulness, the higher the job satisfaction. In particular, in the case of business graduates, overall satisfaction, reputation satisfaction, and welfare benefit satisfaction all increased as the usefulness of the major increased. These results are interpreted as the result of business majors being treated favorably and are more likely to get a better job or change job as their major job usefulness increases. The contribution of this study are as follows by reporting the results that business administration majors have higher job usefulness than other majors, and that job satisfaction increases with higher major job usefulness. First, practice-oriented education to increase the usefulness of major jobs in colleges can help increase job satisfaction, increase job prospects, and reduce job turnover. From the company's point of view, it will be helpful in assigning jobs according to the applicant's major at the time of recruitment by understanding the effect on the job satisfaction of the employees. Second, college students who wish to find a job after graduation will be helpful in selecting a major or subject with high job usefulness in choosing majors and taking courses. Finally, it is helpful in establishing policies to increase the direction of higher education and increase the youth employment rate.

정보화교육 참여노인의 인터넷활용만족이 생활만족에 미치는 영향: 자기효능감의 매개효과를 중심으로

정민숙,이유리 한국성인교육학회 2012 Andragogy Today : International Journal of Adult & Vol.15 No.1

This study aimed to explain the influence of the satisfaction of the internet use on the life satisfaction on the elderly. Also, this study attempted to focus whether there is a mediating effect of self-efficacy between the satisfaction of the internet use and the life satisfaction on the elderly. The study subjects were 290 elderly people aged 55 or older who took computer education program. The results of this study were as follows. First, the satisfaction of the internet use of the elderly was higher than intermediate level. With this, positive effect of continuous and systematic computer education program was confirmed. Second, the satisfaction of the internet use of the elderly had a meaningful influence on the life satisfaction. Third, self-efficacy had a partial mediating effect between the satisfaction of the internet use and the life satisfaction. Through these results, comprehensive implications were suggested. 본 연구는 정보화교육에 참여하고 있는 노인을 대상으로 인터넷활용만족 수준을 알아보고, 인터넷활용만족이 생활만족에 미치는 영향을 알아보며, 이러한 영향관계에서 자기효능감이 갖는 매개효과를 분석하는 것이다. 이를 위해 광주․전남지역에서 중급 이상의 정보화교육을 받고 있는 55세 이상 노인 290명을 대상으로 설문조사를 실시하였다. 주요 결과는 다음과 같다. 첫째, 연구대상자의 인터넷활용만족 수준은 72.21점으로 중간수준을 상회하는 것으로 나타나 노년층 대상의 지속적인 정보화 교육의 긍정적 성과가 확인되었다. 둘째, 인터넷활용만족도가 생활만족도에 미치는 영향력을 알아보기 위해 회귀분석을 실시한 결과, 인터넷활용만족도의 하위요인 중 정보․지식욕구 만족도, 업무․사회성욕구 만족도, 오락욕구 만족도순으로 생활만족도에 영향을 미치는 것으로 나타났다. 셋째, 인터넷 활용 만족도가 생활 만족도에 미치는 영향에 있어서 자기 효능감은 부분 매개효과(partial mediation)를 보이는 것으로 나타났다. 이는 정보화교육에 참여하는 노인들의 생활만족은 인터넷활용만족 그 자체만으로 설명되기 보다는 자기효능감과 같은 노인 개인의 심리적인 요인을 통하여 좀 더 정확하게 설명됨을 시사하고 있다. 이상의 연구결과를 토대로 볼 때, 노인 정보화교육 활성화 방안, 자기효능감을 증진시킬 수 있는 인터넷 활용 교육 방안을 제시하였다.

대학생들의 인터넷미디어스포츠 이용동기와 이용만족 및 미디어적 기능평가의 관계

류정수(JungSuRyu),원영신(YoungShinWon) 한국체육학회 2011 한국체육학회지 Vol.50 No.2

본 연구는 대학생들의 인터넷미디어스포츠 이용동기와 이용만족 및 미디어적 기능평가의 관계를 규명하는데 그 목적이 있다. 연구의 대상은 서울 · 경기지역의 6개 대학에 재학 중인 체육 비전공 대학생으로 설정하였으며, 총 481명의 자료가 실제 분석에 사용되었다. 자료처리는 Window 용 SPSS 18.0을 이용하였으며, 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석 및 경로분석을 이용하여 분석하였다. 본 연구에서 얻어진 결론은 첫째, 대학생들의 인터넷미디어스포츠 이용동기가 이용만족과 미디어적 기능평가에 유의한 영향을 미치는 것으로 나타났다. 둘째, 대학생들의 인터넷미디어스포츠 이용만족이 미디어적 기능평가에 유의한 영향을 미치는 것으로 나타났다. 셋째, 대학생들의 인터넷미디어스포츠 이용동기, 이용만족, 미디어적 기능평가는 인과적 관계가 있는 것으로 나타났다. 이용동기가 미디어적 기능평가에 미치는 직접효과보다 이용만족을 통한 간접효과가 더 큰 것으로 나타났다. 즉, 이용동기, 이용만족 및 미디어적 기능평가가 모두 유의한 정적 상관관계를 갖고 있으며, 특히 이용만족이 미디어적 기능평가에 중요한 요인으로 작용하고 있음을 확인하였다. The purpose of this study was to verify the relationship among University students’ use motivation, satisfaction and media functional evaluation of internet-media sports. The subjects were physical education nonmajor students who are in attendance at six university in Seoul and Kyong-gi area, and total 481 surveys were used for the actual analysis. For the analysis of data, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and path analysis were used. The results were as follows. First, University students’ use motivation of internet-media sports had a significant influence on use satisfaction and media functional evaluation. Second, University students’ use satisfaction of internet-media sports had a significant influence on media functional evaluation. Third, there was a causal relationship among University students’ use motivation, satisfaction and media functional evaluation of internet-media sports. In other words, there was a useful positive correlation among University students’ use motivation, satisfaction and media functional evaluation of internet-media sports, especially it has been demonstrated that use satisfaction is affecting media functional evaluation as important factor.

사용만족과 소비자 혁신성이 스마트폰 적극적 사용행동에 미치는 영향

추호정,윤남희 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.4

The process of smartphone use begins with purchase of the hardware and continues as consumers use the embedded software as well as download, install and use more applications. In particular, users repeatedly and continuously explore new applications, and additionally purchase them to more actively use their smartphones. This study defines consumers' continuous explorations and additional purchase intentions of new applications as active use behavior; verifies how their use satisfaction and inherent innovativeness affect their active smartphone-use behavior, and how the levels of their relationship with smartphones influence their use satisfaction that affects active smartphone-use behavior. This study surveyed on-line consumer panels. Responses from 487 respondents in their 20s and 30s who own smartphones and had downloaded and used applications were analyzed to test hypotheses. The analysis results showed that continuous explorations of new applications strongly promoted the influence of consumers' use satisfaction and innovativeness on their additional purchase intentions, and thus confirmed that an ongoing search for information was a critical factor for active smartphone-use. It was also identified that their relationship with smartphones controlled the influence of use experiences on additional purchase intentions. In particular, when users develop strong emotional relationships with their smartphones, their intentions to additionally purchase applications are directly affected by their use satisfaction. On the other hand, when such emotional attachment is weak, ongoing searches for applications have greater impact on users' additional purchase intentions. As the application market is regarded as an important market due to its rapid growth and its complementary relationships with diverse mobile devices, this study verified that the active smartphone-use behavior, particularly using applications, was equally affected by users' experience and their innovativeness. These findings suggest that companies should develop not only innovative applications, but also strategies that can induce consumers' continuous explorations and purchases. Therefore, future studies may investigate key preceding variables regarding mobile behavior. 스마트폰의 사용과정은 하드웨어인 스마트폰의 구매로 개시되며, 스마트폰에 기본적으로 탑재된 소프트웨어의 사용과 함께 다양한 어플리케이션을 구매하고 이들을 기기에 내려 받아 사용하게 되는 과정으로 이루어지게 된다. 특히 반복적이고 지속적으로 새로운 어플리케이션을 탐색하고 추가 구매하여 어플리케이션을 적극적으로 활용하면서 스마트폰을 사용하게 된다. 본 연구는 새로운 어플리케이션의 지속적 탐색과 추가 구매의도를 스마트폰의 적극적 사용행동으로 규정하고, 사용경험을 통해 얻는 스마트폰의 사용만족과 소비자의 내재적 혁신성이 스마트폰 적극적 사용행동에 어떠한 영향을 미치는 검증하였다. 그리고 스마트폰과 형성된 관계수준에 따라 스마트폰 적극적 사용행동에 미치는 사용만족의 영향의 차이를 살펴보았다. 스마트폰을 소유하고 어플리케이션을 직접 다운로드하여 사용한 경험이 있는 20-30대 소비자 478명의 설문조사 결과를 분석하였다. 사용만족과 혁신성이 어플리케이션 추가 구매의도에 미치는 영향에 있어 어플리케이션의 지속적 탐색이 완전 매개하는 것으로 나타나, 적극적인 스마트폰 사용행동에 지속적인 정보탐색이 중요한 구성 요인이 됨을 확인하였다. 또한 스마트폰과의 감정적 애착 관계는 어플리케이션 추가 구매의도에 대한 사용경험의 영향을 조절함을 확인하였다. 특히 자신이 사용하고 있는 스마트폰에 대한 애착감정이 높을 때 새로운 어플리케이션의 추가 구매의도는 스마트폰 사용만족으로부터 직접적인 영향을 받으며, 애착감정이 낮을 때는 어플리케이션 지속적 탐색을 통한 추가 구매의도에 이르는 효과가 커짐을 확인하였다. 최근 급속한 시장의 확대와 다양한 모바일 기기와의 상호보완성으로 어플리케이션 시장의 중요성이 인식되고 있는 가운데, 본 연구의 결과는 어플리케이션을 이용하는 적극적인 스마트폰 사용행동은 사용경험과 대등하게 소비자 혁신성의 영향을 받는 것을 확인하였고, 기업의 혁신적인 어플리케이션의 개발과 함께 소비자의 지속적으로 탐색과 구매를 유도하기 위한 전략이 중요함을 시사하는 것으로 향후 모바일 행동의 주요 선행변인들과 논의될 필요가 있을 것이다.